Public Relations Plan: tm Salta brand

By Anton Ogay, Meruyert Sarsembayeva, Aidana Kassymova, Talgat Ospanov, Kenzhegali Nurgaliyev Ablay Amangaliyev

Goals and objectives 1. Increasing sales in 2013. - Increasing sales to $6 millions 2. Opening the first Salta-brand boutique in Moscow. - Invite popular Russian and Kazakh bloggers and celebrities as Salta brand's face 3. Promotion of Salta-brand in different audiences -Promotion among young girls, women, brides, students, and teenagers -Introduce Salta Scholarship in Almaty Fashion Academy -Participating in Moscow Fashion Week and Kazakhstan Fashion Weeks

Audience and key messages -general audience ( young ladies and women, 20-40 years) The whole collection is designed for fashionable, stylish modern ladies and women. These women aged between 20 and 40 particularly important for us because they care about clothes of what brand to wear and about the quality. Messages: -Salta brand cloth is of a good quality, but not expensive -Salta brand is Kazakh alternative of popular Zara and Mango - now Salta brand expands the borders and is becoming an international

- mothers of 2-10 years old girls Parents and their children.m are another important audience. Starting from 15 of May 2010 Saltas brand new collection of children's clothing called mother's daughter appeared in sales. Nowadays kids are growing fast and they want to look like their mothers. So the idea of this collection is to show interesting models of adult clothes for children. Another interesting idea is to create a clothing line of the same style for mothers and their daughters. Young women who prepare to become mothers soon and young mothers who would like to keep up with fashion are welcome to get all new comfortable and stylish clothes of all kinds. Messages: - Adult clothing for children - The same wear for mother and daughter -brides Saltanat Baimukhamedova is going to present the first collection of wedding dresses. It is the first attempt of Kazakhstani fashion industry towards wedding collection. Brides will be interested because the collection will consist of dresses with Kazakh national motives, which became popular in contemporary weddings. What is more, brides can find dresses for their bridesmaids (dresses in one set of colors, for instance). Also brides usually have several accompanying events before and after the wedding. For example, a bridal shower, that has become popular in Kazakhstan. For this event, bride and her friends need dresses, which they can order or buy from Salta. Another important event is after-party for friends

of groom and bride. It takes place after the general wedding often in night club or lounge/karaoke-bars. This event also expected to demand evening dresses. Messages: - Brides can find wedding dresses with national motives! - Brides and bridesmaids can choose and book dresses in similar theme and set of colors. - For other complementary to general wedding events Salta offers her main collection of evening dresses. -journalists The main purpose of the brand is to become more popular. And journalists are the straight way to achieve this goal, because they write in media about interesting events, that than people read. By their articles and interviews joutnalists have big influence on the opinion, status and popularity of some particular person, news or brand. If we can attract an attention of journalist, correspondents from different journals, newspapers, radio and TV programms, thousands of people will know about Salta brand. Messages: - Salta is a young Kazakh fashion designer that already has different collections, shops in all big cities of Kazakhstan and a shop web site is going to achieve Moscow. - Salta brand is a new-build favorite in Kazakhstan and Russian fashion. It include a lot of collections for all ages, social groups and seasons.Tell people about it! - For Kazakhstani media: Let's promote the native brand to develop fashion industy of our country. Salta Brand is one of the native brands that has big potential in fashion industry -schoolars and students -fashion institutions SaltaTM can be considered as well-experienced agency that might be involved in fashion education practice in Kazakhstan. High-quality fashion institutions all over the world release thousands and thousands young designers and stylists, for example, Parson Design School in New York, Art Academy in San-Francisco or Istituto Marangoni in Milan. So, in corporation with those and other fashion schools Salta-brand can contribute in Kazakhstans fashion industry organizing different teaching courses and lectures from fabulous and professional designers tailors and artisans for novice and young designers in Almaty and Astana. In fact, against the backdrop of increasing competition, it's not enough for designers to only know how to cut and design cloth. An exposure to the concept and methodologies of research at the fashion school or attending professional courses will encourage them to strive to create newer and beautiful things using national component. Messages: - Learning in the best fashion institutions will be significant step for Kazakh designers to be presented in the world and to promote high level of our nationality and culture - As every Asian country, Kazakhstan has rich historical legacy and cultural heritage, thus, we have distinctive and original style and colors in national clothes.

6) bloggers- Meruyert Fashion bloggers write how to combine different items of clothing in interesting and beautiful manner, also they write about street fashion trends, celebrity fashion choices, often, they advise what to wear and how, which accessorizes to use, and so on. Popular fashion bloggers may have many hundred thousand followers, so they influence on a fashion choice of many consumers. By reaching the audience of fashion bloggers, Salta will also reach the hundred thousand audiences of their followers Messages: Salta is not ordinary brand, Salta clothes are a magic blend of austere forms and a riot of colors. Fashion bloggers will be interested in its originality. Salta is a new brand, so it is not discovered yet. Fashion bloggers are interested in finding something new and undiscovered to write about. Salta clothing is compatible with other clothes. Fashion bloggers are interested in introducing how to wear one cloth in different combinations.

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Strategies: Working with journalists Tactics: press-conference interview for Russian TV Interview for fashion journals and magazines Introduce a calendar of events on the web-site Upload all press-releases, photos, videos from events for media

Strategies: Promotion of the first Kazakhstani bridal collection Tactics: bridal show in almaty, astana, moscow

Strategies: Attracting students Tactics: introduce schoolar looks in magazines "elle girl", "Yes" september Tactics: casting of models from 9-11th grade and students -spring Tactics: Tactics: Create a scholarship for Fashion Institute in Almaty

Strategies: Participation in fashion weeks Tactics: participate in fashion shows Tactics: Moscow fashion week Tactics: Kazakhstan's fashion week

the end of October, the end of April, 24-29 october moscow,

Tactics: for New Year special promotion action

Sport collection, tennis uniform Revansh from Olympics.

Charity event. We can develop a project of fasion show, earned money will go to Kazakhstan's orphan age houses.

Arrange professional courses for young amateur tailors and artisans. Make a list of interested people in Almaty and Astana. Attract local famous fashion designers and stylists to be part of it. Organize special meeting with TOP-100 USA and European fashion school directors and leaders in Almaty in order to make a presentation about Kazakhstan and its necessity and relevance to open high-quality school for designers under the patronage SaltaTM s managers

Calendar of events January, 2013 4(Friday) - Introduction of event calendar in the website 25(Friday) Grand Opening of boutique in Moscow. (including press-conference) February, 2013 9 (Friday) Presentation of limited edition T-shirts designed for couples dedicated to St. Valentines Day. 27 (Wednesday) Press-conference on 5-year anniversary of Salta brand: results and plans for future

March, 2013 1 (Friday) - Presentation of Spring-Summer collection (includes press-conference) 8 (Friday) Womens Day 8% discount on new collection and gifts for women. 15 (Friday) Grand opening of mini-exhibition History of Salta brand dedicated to anniversary. Concert devoted to anniversary. April, 2013 19-21 Kazakhstan Fashion Week Fall Winter 2014 May, 2013 7 (Tuesday) Introduction of scholarship to Almaty Fashion Academy 18 (Saturday) Create free video blogs with popular fashion bloggers: Ferragni Chiara, Margarita (thorn and rose), Miroslava Duma (buro 24/7) June, 2013 1 (Saturday) Charity concert with fashion show of collection for girls dedicated to Childrens Day. 14 (Friday) Presentation of tennis uniform for Kazakhstani tennis team. July, 2013 6-7 Casting of amateur models among teenagers and students for photosession of Fall-Winter 2014 catalogue. August, 2013 2 (Friday) Presentation of Fall-Winter collection 25 (Sunday) Parade of Brides provide wedding dresses from Salta collection. September, 2013 1 (Sunday) Introduce school looks in teen magazines Elle girl, Yes, Oops. October, 2013 20-23 Kazakhstan Fashion Week Spring Summer 2014 24-25 Moscow Fashion Week Spring Summer 2014 26 (Saturday) Arrange interview for InStyle Russia magazine. November, 2013 7 (Thursday) Arrange participation in Self-made program in Hit TV.

December, 2013 1 (Friday) Presentation of New Year kids collection Fancy costumes of cartoon characters. 20-27 New Year top sales.