Kimberly Keppler

Final PR Plan
Professor London
Step 1- Summary
For my public relations plan I would like to raise awareness for
uterine cancer by paring with the popular womens clothing store,
Talbots. My mother is a uterine cancer survivor so this topic is close to
my heart and something I can feel passionate about. Many women who
are going through menopause show signs of uterine cancer, but are
unaware until they go to the doctors for routine checkups. Like many of
these women, my mother found herself in the same situation. Luckily,
she was able to have the cancer removed, but for some it is too late. It
is estimated that 10,470 deaths will occur this year from this disease.
It is the fourth most common cause of cancer death among women. In
addition, over 60,000 new cases will be diagnosed this year. The
survival rate is 95 percent if detected early enough. Therefore, I want
my campaign to revolve around preventing the cancer in the first
place.
Keeping an eye out for three key symptoms including pelvic pain,
abnormal or heavy bleeding, and urine bleeding can help to prevent
and catch this cancer early on. These three symptoms will be key in
my campaign to educate women on uterine cancer.

I chose Talbots clothing stores because it is geared toward

middle-aged women and older who are in the majority age group to be
affected by uterine cancer. My objective is to spread awareness
through a CSR campaign for the company. This will take place over a
year timeline and include different strategies such as a fashion show,
handing out informational pamphlets, and annual sale just to show a
few examples. I want to raise awareness and money for the cause in a
fun and intriguing way to gauge the interest of the public. I feel that
not many people are aware of this disease and spreading awareness
and educating the public could help the issue. This is an especially
good pairing because uterine cancer is often overlooked, but directly
impacts the target age group for Talbots.

Step 2- Industry analysis

The clothing industry is extremely profitable especially in women
who love to shop. Clothes are always necessary. A few other stores
have teamed up with causes and done the same. Macys, for example,
raised funds/awareness for breast cancer. In October 2014, they
offered a special collection of Ralph Lauren Pink Pony products. 25
percent of the purchase benefited the Pink Pony Fund which was
devoted to cancer awareness, education and research.
TOMS, the popular shoe line raises awareness for those in need
by donating a pair of shoes for every pair that is bought. They also help

to provide water, safe birth and bullying prevention to those in need.

This CSR campaign has been widely recognized and extremely popular.
Although this is not a disease like cancer, it is still raising
awareness/donations to a cause.

Step 3- SWOT analysis

Strengths:

Partnering a well known brand and a relevant issue

Raising money and awareness to uterine cancer
Gaining media attention to Talbots
Unique CSR campaign
Educate women on preventing uterine cancer

Weakness:

Other causes may divert attention

There are more well known cancers who have paired with
stores that may take away from my campaign

Opportunity:

Promote a brand
Raise awareness for a cause

Threat:

People may not be as receptive to cancer that does not

cause a huge amount of deaths compared to others

Step 4- Media audit

I researched what the media has been saying about uterine
cancer and found a few articles on the topic. One noted that there is a

high survival rate for uterine cancer, as high as 95 percent, if detected

early. I found this statistic to be valid which motivates me more to
educate women on symptoms of this disease. It is the fourth most
common cancer in women and many of the symptoms can go
unnoticed. If women are aware of the signs of this disease, it is my
hopes that they will be healthier and cancer free.
(http://www.straitstimes.com/singapore/health/high-survival-rate-foruterine-cancer-if-detected-early)
Another article was about a clinic that offered free gynological
care. This could help me to brainstorm other ideas for my public
relations plan. I dont think this target audience needs a free clinic,
however this was just an article I found to be interesting and somewhat
relevant.
(http://host.madison.com/wsj/news/local/ask/catching-up/catching-upfree-clinic-helps-women-with-gynecological-care/article_7770bcb2dc1d-534e-b0c5-9d7cefbf6ecf.html)
In the final article I found, model disease survivors put on a
fashion show to raise funds for the relay for life. This shows that this
idea can be done and be highly successful. A fashion show is
something I wanted to include in my public relations plan. I would
definitely need to make sure it stood out since the idea has been done
prior. (http://www.salisburypost.com/2016/04/18/f/)
Step 5- Objectives

My objective is to raise awareness for uterine cancer over the

course of one year. I would like to have at least one tactic per month to
work toward my main objective. I would also like to educate the public,
specifically upper middle-aged women on this disease. I can do this
through brochures, celebrity appearances, fashion shows, etc. These
are just a few of my ideas and objectives. I hope to make a difference
in women by helping them stay educated and lead healthier lives.
Step 6- Target Audiences
The target audience for this campaign would be Talbots
shoppers. This audience includes women ages 40 to 60 that enjoy
shopping. I think this group would need to be somewhat health
conscious to be interested taking care of their health issues. The
example media targets I hope to gain attention from would be
eventually The New York Times, The Today Show, Good Morning
American and any outlet that middle aged women would tune into
regularly. I chose these specifically because most of Talbots locations
are in northern New Jersey or New York. This is also where my
campaign will take place for the most part.
Step 7- Strategies, Overall Theme & Approach
Strategies I would like to include are events, celebrity
appearances, a regional campaign, and maintaining a good
relationship with the media outlets. I would also like to secure
meaningful coverage to successfully gain attention toward the

campaign. Also included will be a social media campaign designed to

show the partnership of Talbots and uterine cancer awareness.
Step 8-Tactical Elements
To ensure that my campaign is successful, I have created a few
example initiatives. First, I would send out a press release so that the
media and the public are aware of the campaign launching.

Talbots Partners With The Womens Cancer Foundation For Uterine Cancer
Awareness
FOR IMMEDIATE RELEASE
Hingham, MA- May1, 2016- Talbots is patterning with the Womens
Cancer Foundation to raise awareness and prevention for uterine cancer.
The campaign will start this month and run for an entire year. It will
include events leading up to a final fashion show.
We are very excited to partner with such an amazing cause, says Lizanne
Kindler, Talbots CEO. Uterine caner is an issue among middle aged women that
can be prevented if women only knew the warning signs to look for. That is why
we are happy to announce the uterine cancer prevention and awareness
campaign.
For every purchase made at Talbots, 10 percent will be donated to raising
awareness and preventing uterine cancer. Brouchures with information on

preventing the cancer will be made available at every store location.

For more information log onto talbots.com
Contact:
Kimberly Keppler

Twitter: @TalbotsOffical

Kimberlykeppler4@gmail.com

Instagram: @TalbotsoOffial

300 Pompton Road

Wayne, NJ
Ph. 856.340.9382
#

Next, I prepared a mid-campaign event. Brochures will be mailed

to the public with information on uterine cancer and how to prevent it.
In order to be part of the Fall 2017 sale, customers must bring the
brochure to Talbots and present it at the cash register where they will
then receive 50 percent off their purchase. They will also earn a special
gift when they spend over 100 dollars (gift to be determined).
My final tactic that I have prepared will also be the grand finale
of my campaign. I have planned a New York City fashion show to
promote awareness and raise funds for the cause. A few well known
models will participate to ensure media attention. The show will consist
of all Talbots clothing and will premier the Summer 2017 line.
Messages about uterine cancer will also be included as well as ticket
profits going toward the caner prevention fund.

Step 9- Timeline/ Calendar

May 2016: Campaign Kickoff, Sale and Press Release
June 2016: Brochures handed out in malls, Talbots locations
July 2016: Survivor Stories Blog Launch
August 2016: Celebrity Appearance at Talbots in Manhattan to
speak on the issue
September 2016: Social Media Contest (best uterine cancer
awareness picture wins a sweepstakes of $1000 shopping spree
at Talbots)
October 2016: Mid Campaign Discount Event
November 2016: 3 signs to look for month
December 2016: Second Celeb Appearance at Manhattan Talbots
January 2017: New Year Sale
February 2017: Valentines- love your body, look for uterine
cancer signs month (posters in all stores)
March 2017: Spring line sale when you donate to uterine cancer
prevention/awareness with your purchase
April 2017: Fashion Show
Budget:

Brochures: $1,000
Celebrity Appearances: $500,000
Shopping Spree: $1,000
Posters: $500
Fashion Show:

o
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Venue: $10,000
Guest Appearances: $300,000
Decoratons: $500
Models: $100,000

Total: $913,000

Expected Outcome/Evaluation
I expect a large New Jersey and New York media coverage. The
goal is also to raise over $500,000 from donations. The fashion
show is the main event so the attendance expectancy is 2,000
guests. Overall, it is expected that uterine cancer awareness and
warning signs education will be increased.