Victoria Secret Communication Plan
4/8/2011 [Type the document subtitle] | Melissa& Brittney |
Victoria’s Secret | Strategic Communication Plan |
Victoria’s Secret | Strategic Communication Plan |
Executive Summary
Table of Contents Executive Summary 2 Statement of Corporate Purpose 6 Situation Analysis 6 The issue 6 The Organization 7 Internal environment 7 Public Perception 7 External Environment 7 The Publics 7 Producers 7 Enablers 7 Limiters 8 Customers 8 Key Publics 9 Primary publics 9 Secondary Publics 9 Opportunities 9 Opportunity 1 9 Opportunity 2 9 Opportunity 3 9 Time Frame 9 Budget 9 Communication Goal 9 Position 9 Objectives 10 Objective one 10 Objective two 10 Objective three 10 Objective four 10 Objective five 10 Objective six 11 Objective seven 11 Objective eight 11 Recommended Strategies 11 Strategy one 11 Strategy two 11 Strategy three 11 Strategy four 12 Strategy five 12 Strategy six 12 Theme 12 Key Publics 12 Public one 12 Public two 12 Public three 12 Public four 12 Spokesperson 12 Key Messages 12 Message one 13 Message two 13 Message three 13 Message four 13 Implementation 13 Evaluation 13 Appendix 13
Statement of Corporate Purpose
Victoria’s Secret was first launched in San Francisco, California by Roy Raymond in 1977. He opened the first store at a Stanford Shopping Centre in Palo Alto, and quickly followed it with a mail-order catalogue and three other stores. The chain was started with men in mind; their goal was to make intimate apparel shopping easier for men, by offering an uncluttered store front, and friendly sales clerks. In 1982 after 5 years of operation Raymond sold the Victoria’s Secret Company grossing $6million per year to Leslie Wexner, creator of the Limited brand for $4million. The limited brand quickly opened several stores across the United States, helping to put a higher class of intimate apparel on the map. The US
Victoria’s Secret | Strategic Communication Plan |
Victoria’s Secret | Strategic Communication Plan |
Executive Summary
Table of Contents Executive Summary 2 Statement of Corporate Purpose 6 Situation Analysis 6 The issue 6 The Organization 7 Internal environment 7 Public Perception 7 External Environment 7 The Publics 7 Producers 7 Enablers 7 Limiters 8 Customers 8 Key Publics 9 Primary publics 9 Secondary Publics 9 Opportunities 9 Opportunity 1 9 Opportunity 2 9 Opportunity 3 9 Time Frame 9 Budget 9 Communication Goal 9 Position 9 Objectives 10 Objective one 10 Objective two 10 Objective three 10 Objective four 10 Objective five 10 Objective six 11 Objective seven 11 Objective eight 11 Recommended Strategies 11 Strategy one 11 Strategy two 11 Strategy three 11 Strategy four 12 Strategy five 12 Strategy six 12 Theme 12 Key Publics 12 Public one 12 Public two 12 Public three 12 Public four 12 Spokesperson 12 Key Messages 12 Message one 13 Message two 13 Message three 13 Message four 13 Implementation 13 Evaluation 13 Appendix 13
Statement of Corporate Purpose
Victoria’s Secret was first launched in San Francisco, California by Roy Raymond in 1977. He opened the first store at a Stanford Shopping Centre in Palo Alto, and quickly followed it with a mail-order catalogue and three other stores. The chain was started with men in mind; their goal was to make intimate apparel shopping easier for men, by offering an uncluttered store front, and friendly sales clerks. In 1982 after 5 years of operation Raymond sold the Victoria’s Secret Company grossing $6million per year to Leslie Wexner, creator of the Limited brand for $4million. The limited brand quickly opened several stores across the United States, helping to put a higher class of intimate apparel on the map. The US