The mission of Partners & Co. is to create and enact Public Relations campaigns that accomplished results-driven goals and cohesively integrate our agents and our clients.

Tricia Booker is a former University of North Florida

professor and currently an independent blogger through

her site, “My Left Hook.” The blog is considered among

the “mommy blog” genres, though it discusses not only

parenting, but adoptions, marriage, fitness and her

childhood in New Orleans. Booker is an avid kickboxer and

lives in Ponte Vedra, Florida with her three children, dog

and husband.

CLIENT BACKGROUND

Respondents’ interest in blog topics

Parenting

Writing

Teaching

Kickboxing

How often would you read a blog?

Multiple times a day

Daily

Weekly

Monthly

Never

PRIMARY RESEARCH CONDUCTED

PRIMARY RESEARCH CONDUCTED

What type of advertising is most effective?

Television

Newspaper

Brochures/Flyers

Radio

Do Facebook and Twitter help advertise?

Yes

No

PRIMARY RESEARCH PROPOSED

• Track website hits and review

the results to analyze

campaign effectiveness

• Research other audiences to

determine if My Left Hook

could be broadened in topics

to interest wider

demographics

• Conduct a second survey with

the focus on the effectiveness

of the type of advertising

• Conduct a focus group to

determine the next step in

advertising

• Potentially appealing to a wide demographic

• Style of writing is casual and personable, making

connecting to her life easy

• Her broad scope of interests could easily be

incorporated into social media sites such as Facebook

and Twitter

• She upgraded her blog in 2009 to a personalized

domain-- greatly increasing credibility

STRENGTHS

• generality of posts.

• Website currently in need of a redesign.

• Posts occasionally veer off onto tangents

WEAKNESSES

SWOT

O P P O R T U N I T I E S

Utilized SEO for both

her name, the name of

the blog, as well

keywords identifying

with the main topics of

her blog My Left Hook

would see an increase

in hits.

T H R E A T S

• lack of interest in her

hobbies and general

lifestyle

• Foul language in posts.

“My Left Hook” is a fresh addition to the independent blog

scene. My Left Hook, approximately three years

old, currently averages 100 page views per day. The

agency will be working with Booker to redesign all of her

social networking sites along with her website from the

ground up. This will give Partners & Co. a fairly fresh slate

on which to track analytics and build up readership and

visitors.

SITUATIONAL ANALYSIS

C A M P A I G N G O A L

To advance the image of

Tricia Booker, not only

through her blogs and

website pages but in the real

world as well. Partners aims

to make her blog, “My Left

Hook”, more publicized so

her followers can learn more

and Booker can improve her

lifestyle to benefit herself

and the community.

T A R G E T P U B L I C

• Working Mothers

• Continue acting on the public’s opinion

• Establish Booker as a reliable source for tips for

working mothers

• Aid Booker in becoming reputable enough to help the

community around her

OBJECTIVES

CREATIVE DIRECTION: LOGO

CREATIVE DIRECTION

T A G L I N E

“A mom rolling with the

hooks and jabs of life.”

W E B S I T E E N H A N C E M E N T

• Menu options

• Stock background

• White text box

• Visual fluidity

F A C E B O O K

Update to

Timeline

T W I T T E R

Change

username

from

personal

name

COMMUNICATION TACTICS

utilization of

updates to

increase

followers

COMMUNICATION TACTICS: PINTEREST

COMMUNICATION TACTICS: BROCHURE

COMMUNICATION TACTICS: EVENT

• Riverside Park

• Noon on a Sunday

• Free to the public

• Food, bounce houses.

Facepainting

• Kickboxing “lessons” by

Tricia Booker

• Posters/brochures

• Facebook Event

• Jacksonville.com events

• Blog post on MyLeftHook.com

EVALUATION

• Website hits

• Facebook “Likes”

• Attendance count at Mommy

and Me event

• Brochure distribution

monitoring

• Online survey concerning

advertising effectiveness

• Evaluative survey at Mommy

and Me event

ADVERTISING

BUDGET

• Folio Weekly- half-page ad:

$1,420

• Posters (50): $200

• Business cards: 2000/$210

• Brochures: 3000/$2,100

• Facebook advertising (for 4

weeks): $560

• Mommy and Me Day Event:

$4,194

• Bounce House (2): $200

• Food: $2,800

• Rental Tent (10x20 sqft): $200

• Facepainting: $200

• Balloons (100): $44

• Yard-sign banner (25): $750

• Agency fee: $1,100

Estimate total budget: $9,784