My Left Hook FINAL

7/30/2019 My Left Hook FINAL

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Table of Contents

Overview .........................................................1-2

Client Background ...........................................3-4

Research ..........................................................5-7

Campaign Strategy ..........................................8-11

Creative Concepts ...........................................12-13

Budget .............................................................14

Evaluation ........................................................15

Resources ........................................................16


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Executive Summary

At ABLR Agency, we plan to promote Tricia Bookers, My Left Hook Blog through the Left

Clicks to Right Kicks proposal. Through various objectives and tactics we will increase

readership and generate income. Through this campaign we will target specific audiences by

using creative ideas that include social media, special events and speeches. Also, keeping in tune

with the blogger, Tricia Bookers humorous stories and attitudes we hope to gain a better

understanding of how blogs can affect many people from different backgrounds.

Agency Name

Founded in 1999, ABLR Agency is committed to delivering results-oriented public relations

services. The following names are the members of our prestigious company:

Angela Bruno

ABLRs Chief Executive Officer, created our well-known agency in 1999. Angela graduated

from the University of North Florida with a degree of Communications-Public Relations. Angela

started her career off working with the Childrens Home Society, until deciding to further her

career in agency work.

Britt Stromquist

Chief Marketing Officer, joined Angela in helping create ABLR Agency after working together

at Childrens Home Society. Britt graduated from the University of North Florida with a degree

in Communications-Public Relations.


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Lacie Normandy

ABLRs Vice President of Finance, joined ABLR in 1999 creating a finance code suitable for all

clients and staff to work with. Lacie is proficient in budgets and managing the fiscal matters of

the entire agency. Lacie graduated from the University of North Florida with a double major in

Public Relations and Finance. Lacie then went on to get her MBA in Finance at the University of

Georgia.

Rachel Billy

ABLRs Vice President of Communications, joined ABLR in 1999. Rachel loves to serve the

company in various roles such as managing special events, managing social media for the agency

and keeping up with our outstanding media relations. Rachel graduated from the University of

North Florida with a degree in Communications-Public Relations. Rachel obtained a Master of

Science in Communication at University of South Carolina.


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Client Background

My Left Hook Blog was created in 2009 by Tricia Booker, an award-winning journalist.

Booker lives in Ponte Vedra Florida with her husband who is a firefighter and her three

internationally-adopted children, two of which are from Guatemala and one from Vietnam. She

is currently a boxing instructor, part-time college professor and stay-at-home mom. Her blog is

geared towards other mothers since many of her writings focus on parenthood, adoption,

marriage, fitness and her childhood. Competitors that My Left Hook Blog faces are other blogs

that specialize in motherhood.


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Mission

At ABLR Agency, our number one priority is to assist our clients in reaching the ultimate

success and go above and beyond not only our competitors but theirs as well. ABLR strives to

make our clients our number one priority by maintaining a professional work environment, staff

and client pool. We can guarantee the ultimate success and professionalism in all endeavors our

agency makes.

Situation Analysis

The issue that My Left Hook Blog is facing is that it does not get a lot of views per day and it

doesnt generate any revenue thus far. Our goal at ABLR Agency is to promote the blog by using

various objectives and tactics that will increase the amount of views per day as well as gain

profit for our client.


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Secondary Research

One of the most successful female bloggers online is Jenny Lawson, author of The Bloggess.

According to Lawsons website, she receives 2-3 million page views per month. The internet

analytics company, Alexa, ranks her blog in the top 4,000 in the United States. Based on internet

averages, thebloggess.com is visited more frequently by females who are in the age range 35-44,

have children, are college educated and browse this site from home. Ideally, we would be able to

equip Booker with the tools necessary to take her blog to this scale of success. She shares a base

target audience with Lawson, and has similar writing style to her.

The appearance of the two blogs is very different, however. Bookers blog layout is a generic

option, and she only has a few pictures of herself and her family on theblog. Lawsons blog

layout, on the other hand, appears to be professionally made for her, and it is interesting to look

at.

Primary Research

ABLR Agency will put together a focus group to determine whether mothers are using the

Internet as a resource and what their interests are. The focus groups will consist of 10-15

females, aging from 18 to 40, living in the Jacksonville area.

1. Age?

2. Marital status?

3. Do you have kids?

4. How often do you use the internet per week?

5. How much do you use social media to gain your information?


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6. What social media sites do you currently use?

7. Do you read blogs? If so, how many?

8. What topics interest you?

All of these questions are designed to see what type of group may be most intrigued in blogs of

any sort. If it is gathered that many mothers like blogs, the research can then gather the

information of what type of social media is most often used, which topics are of interest, and the

rest of the demographics of motherhood. All of this research is crucial for our campaign to

generate revenue for Bookers My Left Hook Blog.

SWOT

Strengths

My Left Hook Blog is written by an award-winning journalist who has been published in

Notre Dame Magazine, Folio Weekly, Minnesotas Law & Politics and Vero Beach Press-

Journal. Booker loves feedback from her readers and wants to hear the kind of things readers are

wanting to hear. Booker regularly responds to comments and thoroughly converses with viewers.

However, the biggest strength Booker has to offer in her blogs is the unique style of humor and

real life anecdotes to keep the reader intrigued throughout the entire blog. There are many

mommy blogs however, Bookers spin of humor adds more interest to the readers and Booker

strives to make all stories relatable to anyone reading the blog.

Weaknesses

Currently, My Left Hook Blog only generates 100 views per day, which is a relatively

low number for the amount of views we would hope this blog would already generate. My Left


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Hook Blog also generates a very low income for the type of writing that is being done. Also,

Booker a mother of three adopted children is extremely busy, therefore Booker has a bit more of

a hard time writing blogs multiple times in days which can also be a cause of there not being

enough views per day. All of these creating a weakness in My Left Hook Blog.

Opportunities

Booker has endless opportunities, and here at ABLR Agency, it is our main goal to gain

more revenue for the blogs, especially due to Bookers expertise in writing. Bookers writing

style is hilarious and keeps readers wanting more, therefore, there is the opportunity for all

different types of mothers to be able to read the blogs. Not just the typical mommy blogs that

talk about the same exact thing with the same wording and non humor. Also, if My Left Hook

Blog gets the revenue it deserves, it can soon become a household name. Being a common

household name is the ultimate form of success due to being known everywhere or anywhere.

Threats

While My Left Hook Blog is one of a kind, it also has many competitors with similar

topics. ABLR Agency is striving to make My Left Hook Blog one of a kind. There currently is

not enough viewers for the blog, only averaging about 100 views per day is low. Too low to

create a revenue off of. Even if revenue were to be generated, it would be hard for the blog to

meet both ways because in order to increase revenue, viewers will need to be increased.


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Campaign Strategy

Overall Campaign Goal: To create a brand for Tricia Booker and her blog, My Left Hook, as well

as to increase readership and generate a profit. However, ABLR hopes to continue to have

Booker writing in her current style and not lose any readers, all while increasing her reader and

fan base.

Audience Analysis

Using the PRIZM Segmentation System we entered the zip code for Ponte Vedra and

surrounding Jacksonville locations. We found that much of this area is called Big Sky

Families. They are middle-aged families with children, a mid to upper level income, are

homeowners and enjoy being active.

Objectives/Tactics

1. Increase views to 5,000 per month. This will start on May 1, 2012 and end on December 1,

2012.

Tactic 1a: Social Media

QR codes: People can scan the barcode on their phone (if they have downloaded the free

application) and it will take them directly to her blog. The QR codes will be placed on

table tents on tables in local coffee shops and cafes, and on flyers advertising the blog

at boutiques, and other small businesses. They can also be placed electronically, on other

mommy blogs and websites. To get instant access to My Left Hook Blog, scan the QR

Code posted below. This code is easy to scan into all smartphones and able to help moms

on the go. The QR Code is so easy to use and can even offer discounts for some of Tricia


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Bookers workshop classes, kickboxing classes, and healthy lifestyle classes. The image

below is the QR Code for My Left Hook Blog website:

If a viewer has a smartphone, all the viewer has to do is download the, ScanLife

Application to access simple QR Codes. Once a viewer has the application, it is as simple

as opening it and scanning it onto the smartphone. My Left Hook Blog website will pop

up immediately.

Facebook: Booker should revamp her blogs Facebook page. She should start by

updating to the Timeline layout. This layout can be very useful with helping Booker

chronicle her childrens lives, allowing her followers to click on a year and see its

highlights. Also, she should add more photos of her family, so the readers can connect

through visualization. She should utilize the Mobile Upload feature of her smartphone,

allowing followers to see the happenings in her life in real time; readers would enjoy to

see candid moments that she experiences as a mother and a boxer. Also, her Facebook

should be a separate entity from her blog; posting links to her newest blog entries is a

very simple way for followers to access My Left Hook, but the Facebook should also


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contain shorter anecdotes, quotes and updates of her daily routine. Facebook followers

should feel like they have exclusive content not found on the blog itself.

Twitter: Bookers Twitter account is currently set up in the same general manner as her

Facebook: she tweets a link to every new blog entry, but not much else. She should

attempt to Tweet shorter ideas and thoughts about her life, along with retweeting other

well-known mommy bloggers. By connecting to these women through social media,

she has the opportunity to expand her fan base.

Objective 2. Create a source of income totalling $1,000 a month. This will start on May 1, 2012

and end on December 1, 2012

Tactic 2a

Blogging Workshops: Booker could hold workshops for writers new to the blogging

world once a week and charge $30 per person to attend. If 20 people attended, Booker

could gain $600 in gross profit for one workshop.

Healthy Lifestyle Course: Booker could teach a hybrid kickboxing and healthy living

course. Participants would be able to sign up for one or both aspects of the course. The

first hour would include physical fitness training and kickboxing lessons, and the second

hour would include cooking classes for parents who want to eat healthy and make it

appealing to their children. Booker would charge $20 per individual session, or $35 for

both aspects of the course. For ten participants opting to take both parts of the course,

Booker could gain $350 for two hours of work.


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Motivational Speaking Engagements: At ABLR Agency, we want Bookers incredible

talent to highlight her generous spirit and inspirational lifestyle. We have scheduled her

to be a keynote speaker at the National Council for Adoptions annual National Adoption

Conference. The conference is being held June 13 - 16 in Washington D.C. The Council

has agreed to pay for her airfare and hotel accommodations in exchange for her

appearances. This is an excellent opportunity for Booker to share her experiences as an

adoptive parent, as well as promote her blog.

3. Increase overall blog quality including writing and visual quality as well as reader satisfaction.

Tactic 3a

Booker should keep her writing skills sharp and social media skills updated to keep

readers interested and excited to read My Left Hook blog. She should continue to connect

with other mommy bloggers, allowing others to post guest posts on My Left Hook,

which will allow other types of writers to add variety to the blog.

Booker should post electronic surveys on her blog regarding reader satisfaction and any

feedback they may have.


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Creative Concepts

The tag line/slogan we are using for this campaign is Left Clicks to Right Kicks. This

refers to Booker being a blogger and kick boxer, as well as other various roles such as, a mother,

wife, teacher and award winning journalist. Along with this slogan we will be using a play off of

Rocky the movie for a print ad. Rocky is iconic and well known among many audiences. Its an

inspiring movie about strength that will fit great with Bookers image.


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Budget

Activity Cost/per Quantity Occurrences

in 1 month

1

month

total

cost

6

month

total

cost

Gained/Spent

Boxing

Workshops

(1 per week)

$30/person 20

people

2 $1200 $7200 Gained

Healthy

Lifestyle

Workshops

(1 per week)

$35/person 10

people

2 $700 $4200 Gained

Paper for

flyers

$.15/piece 400 1 $60 $360 Spent

Table tents

for QR codes

$.50/piece 200 1 $100 $600 Spent

Facebook Ad $1/click 500 1 $500 $3000 Spent

FB, Twitter,

QR Code

$0 1 N/A $0 $0

Gas to and

from events

$3.75/gallon 2 (round

trip)

4 $30 $180 Spent


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Evaluation

The first objective, to increase My Left Hook Blog to 5,000 views per month will be

evaluated by tracking the number of views the blog receives daily. This will be recorded from

May 1, 2012 to December 1, 2012. If the views per month are 5,000 or higher, then ABLR

Agency will have accomplished the first objective.

The second objective, to create an income of $1,000 a month, will be evaluated from May

1, 2012 to December 1, 2012 by recording the profit that Booker makes from workshops and

Facebook ads. If Booker generates $6,000 or more during this time period then ABLR Agency

will have accomplished the second objective.

The third objective, to increase the overall blog quality of My Left Hook, will be

evaluated from May 1, 2012 to December 1, 2012. Over this time period, Booker will post

surveys for readers to fill out. Questions about how easy the blog is to navigate and if the format

is easy to read will be asked. There will also be a section where readers can say what they like or

dont like about the blog. Other things to help evaluate this objective would be if there was

increased followers on Facebook and Twitter as well as the reader interaction on the blog.


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Documents

My Left Hook FINAL