Part 2

1. Part 2 Become a Fashion Editor’s Best Friend

2. 2 Welcome to Build Your Brand • Part 1: Turn Website Lurkers into Loyal Customers • Part 2: Become a Fashion Editor’s Best Friend • Part 3: Impress the Heck out of Boutique Buyers

3. 2 Build Your Brand Besties • Nicole Giordano StartupFashion.com @startupfashion • Crosby Noricks PRCouture.com @prcouture

4. 2 Agenda • Why Press is Important • Your PR Toolkit • What Editor’s Want • Pitch Review • Open Q&A

5. PR 101 What is public relations and why is it important to your brand

6. PR 101 2 What is Public Relations? PR is the practice of managing the communication between an organization and its publics. – Standard Definition Public relations [is] the art and science of talking to the right audience in the right voice. It influences and shapes a company’s image, reputation, brand perception and culture. PR connects a brand and its public via direct messages or editorial media including print, broadcast, radio, digital, video or social media. – Lisa Buyer, The Buyer Group In Fashion, we focus on securing product placement, as well as business and trend stories that place our clients as experts.

7. PR 101 2 5 Benefits of Press Increases brand visibility and desirability Helps move brand/item from consideration set to purchase Demonstrates brand value to retailers and customers Can be leveraged for life More economical than advertising

8. PR Toolkit Everything you need to have in-hand before you start pitching.

9. PR TOOLKIT 2 6-Month PR Plan • Determine expected goals from media outreach • Identify target customer(s) • Who is she and what does she like to do? • Where does she spend her time? • What is her overall persona? • Research related media outlets • Identify which editors are writing what types of stories • Where is the fit between your line and those who read this publication?

10. PR TOOLKIT 2 Use Editorial Calendars • Provided by magazine advertising departments • Available in advertising section of most magazine websites • Include editor/issue deadlines • Allow you to tailor pitches and releases for specific issues in a timely fashion

11. PR TOOLKIT 2 Invest in fabulous photos • Series of product shots against a white background • Editorial/Lifestyle photographs • Create a folder for Hi-res and Low-res jpeg files • 300dpifor print • 72dpi for digital

12. PR TOOLKIT 2 ADDITIONAL MATERIALS • Product samples • Loan agreements for luxury items • Press release • Fact sheet with key product and brand information • Bios for key players • Logo (low and hi-res) • Packing & Shipping materials

13. Pitching 101 Essential best practices to have you pitching like a pro.

14. HOW TO PITCH 2 Think Like an Editor Holidays Seasons Price-points Award Ceremonies/Red carpet Dressing at any age/occasions Looks for Less Dressing for body type Trend Pieces

15. HOW TO PITCH 2 Pitching Best Practices Write your subject line as you imagine the placement would read Ensure the same concept hasn’t been written about recently Focus on how you can help the editor (not the other way around) Explain how your product/brand is a fit for a publication’s readership Develop multiple story angles for different publications Embed 1-2 images into the pitch Link out to additional information

16. BEST PRACTICES 2 Elements of a Great Pitch • Is well-researched • Is well-written • Is to the point • Has a clear hook • Makes the ask • Provides clear next steps Feel Know Do

17. BEST PRACTICES 2 Working with Bloggers • Check for editorial or “PR Friendly” policies before pitching • Begin by leaving comments/engaging on social media • Paste all information into body of email, no attachments • Be clear about editorial vs. paid engagements and expectations • Ensure any gifted items are disclosed as such on the blog • Ask for a media kit and previous results before agreeing to a giveaway • If you don’t have product to send, consider early access, behind-the-scenes or interviews • Be clear about where you would link them to link to the product • Consider investing in a system to help you manage influencer outreach (we like Tribe Dynamics!)

18. Build a Relationship There’s a lot you can do to cultivate a relationship with editors so that you and your brand are what they think of no matter where their career takes them.

19. BUILD RELATIONSHIPS 2 Be Helpful and Supportive • Respond quickly to questions and have all information readily available • Become a resource by sharing helpful finds, brands and people as an ongoing practice • Designate time each week to commenting on blogs and sharing editor stories (not just your own) • Connect and engage through social media as an ongoing practice • Send an email and handwritten thank you note

20. BUILD RELATIONSHIPS 2 Bonus – Social Media in 15 • Develop recurring content and schedule in advance (we like • Create Twitter lists for target media, influencers and competitors to filter through the noise • Develop a social media checklist to ensure that you are distributing press and blog content to all channels • Set reminders on your phone to check social accounts in 5-minute increments during the day • Use Mention and Newsle for free tools to capture company and editor mentions

21. Pitch Review

22. Dear XX, I hope this email finds you well. I wanted to send over some information on a new local brand that is making it's way into every girl's closet. Laundrea (www.laundrea.com), designed by Rachel Godwin Becker, is a machine washable line of dresses (and now separates) that are made in the U.S., bra-friendly and affordable. The idea for the line came to Rachel when she was working her first job post college as a design assistant in NYC. She found herself spending so much of her hard earned money on dry cleaning her clothes. Rachel decided to move home and follow her dream of creating her own clothing line. Laundreajust entered it's third season, and things are picking up fast. We have had Bachelorette star Ali Fedotowsky wear Style #2709 (see picture attached) on E! News as well as her tv show 1st Look. Olympian, Jennie Finch, recently wore Laundrea as she presented the trophy at the Belmont Stakes. Cheryl Burke and Tia Mowry also just ordered styles from our Fall/Winter line. Would you be interested in featuring a Laundrea dress in (Magazine Name)? I have attached a copy of our Fall/Winter lookbook. I can also send over our Holiday lookbook if you are interested. Would love to set up a time for you to talk to Rachel, or I would be happy to send over high res images if you'd like. Thank you so much for your consideration. I look forward to your reply. Best, Jennifer

23. KEY TAKEAWAYS 2 To Build Your Brand • Spend time creating your brand story to demonstration who you are, what you stand for, and why it matters • Create a strategic plan with goals and specific measurable objectives before pitching • Make it easy for an editor to write about you by pitching a story, not just a product • Build a relationship with editors by demonstrating that it’s not about you, it’s about the needs of the editor’s audience • Remember that media coverage is an on-going process and key aspect of your business success

24. 2 SPECIAL OFFERS • PR Couture: Big Bonuses & Extras • Brand Elixirs: A radical, alchemical business & marketing potion in a single day • Sign up by Friday and get an additional 45 minute session ($199 value) • Sign up for next week’s free call to find out how to pitch Holiday Gift Guides & special offer on media lists • StartUp FASHION: Save 50% on the Community • Access the Community before we officially launch! • Snag the pre-launch rate • Visit: community.startupfashion.com

25. Q&A

26. Thank You! See you next month