1. Discuss the current situation of your organization/artist.
My Capstone Client’s name is Jessica Lee and her business name is Sweet Pea Petals by Jessica Lee. Jessica provides custom made flower arrangements for weddings and high end events.
Sweet Pea Petals by Jessica Lee requires to start a branding identity capturing the uniqueness of the services offered will be set in place. This will be finalized within the next week, followed by the incorporation of the logo into the online platforms. Although there is a lot of room for growth for Sweet Pea Petals by Jessica Lee, starting simple will prove to be more effective in the long run because I want to make sure the foundation for Jessica’s online platforms is built to effectively meet her SMART goals. Setting SMART goals is key because the specifics of them allow us to better set millstones to better understand where to aim energy. The Smart goals I have set for Jessica Lee are to increase followers on social media platforms, to increase audience engagement on these platforms, and to grow overall business resulting in more clients. The main PR Issue for Jessica would be with social media because she is not familiar with managing a business on online platforms. Even though Jessica has a professional portfolio of her work set in place, she needs help building an online presence. Once it is built I will properly train Jessica on the marketing tools she will need to know in order to run and maintain said business once my contract ends.
2. Classify the current communications for your organization/artist.
Jessica is a very hard worker and skilled in creating her intricate floral designs. She truly enjoys the work that goes into creating her unique arrangements. How this impacts the campaign is simply because of the fact that her love for her craft Will speak for itself through her portfolio. It is no secret that Jessica has proven time and time again to go above and beyond and efforts to bring her clients floral dreams to life. These strengths that come naturally to Jessica will be leveraged to the campaigns benefit. A potential challenge has been my clients unwillingness to want to have a Facebook nor Twitter account for her business. Well, that leaves more time to focus on her website and her Instagram, I still believe there would be a great deal of benefit and having a greater possibility for success.
3. Critique the current communications for your organization/artist.
Although Jessica has a strong portfolio of the previous weddings that she has worked on she has no online presence nor branding for her business. This becomes a problem for somebody who is looking to expand their business because she does not have the appropriate foundation set in place for the business to grow. This will affect any potential efforts to growing her target audience via social media, which will naturally keep her business from growing. For somebody who is not looking to grow clients this is not a problem. Jessica could in fact continue to work as she has been in the past which is being referred from brides she has worked with. Why this becomes a problem is because Jessica does in fact want to grow her business and does not want to depend on referrals and waiting for her next friend’s relatives to get married. Social media has become a key tool for anybody looking to reach more people, regardless of whether they have a business they are marketing or not. Also allowing for a proper branding of said business brings a level of profession that is necessary and key to any successful business (Liehuang Zhu, 2012). Once an elegant and consistent branding series is set in place that ties into Jessica’s online platforms, website, emails, printing collateral etc. she will then have the proper fundamental tools necessary to grow her business.
4. Organize a SWOT analysis for your event.
Jessica is a very hard worker and skilled in creating her intricate floral designs. She truly enjoys the work that goes into creating her unique arrangements. How this impacts the campaign is simply because of the fact that her love for her craft Will speak for itself through her portfolio. It is no secret that Jessica has proven time and time again to go above and beyond and efforts to bring her clients floral dreams to life. These strengths that come naturally to Jessica will be leveraged to the campaigns benefit.
Potential internal struggles that have been expressed relate to fears regarding Jessica not being able to keep up with her side business as she works as a full-time accountant during the week. Jessica is intimidating about the idea that she will have too much on her plate. She runs the side business of hers for the most part on her own with the exception of her husband helping her when he is available. The campaign will leverage these weaknesses to point out the benefits behind hiring a person such as Jessica because she is able to fully commit to placing her attention no more than a couple clients within the same timeline dates. This will prove to be a benefit for both Jessica and her clients because it will allow for her full attention and intimate relationship to take place between herself and her client.
External opportunities that will manifest for Jessica will consist of her allowing to challenge herself on a level she never has professionally. She has stated that “with the new challenges come new learning experiences” (Lee, 2021) for her. Jessica’s ambition to always being open to new challenges will definitely impact the campaign in a positive direction. Although she has a full-time job, she is taking a leap of faith by following a dream of hers to be a small shop owner. A strategy on building her marketing campaign will consist of allowing her followers to follow her to this new journey of hers anticipating that many others will resonate with her story.
Potential external struggles Jessica has expressed consist of the idea that she will not have what it takes to run and maintain her business, and that it will affect her from keeping up with her current full-time job. These concerns related to the campaign will be leveraged simply by reinforcing Jessica’s time management skills. Also is building a self-sufficient marketing campaign with the goal of teaching Jessica how to efficiently maintain it will also be key.
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