G.H Hurt distributed by Primrose HillSocial Media Strategy

Developed and Presented byJeb Moyers | Darlene Cuker | Margaret Fetting

Agenda

• History• Goals• Implementation Timeline• Phases• Launch/No Launch• Key Learnings

History• 1912 - Established in Nottingham,

England. Main product was shawls and knitted scarves.

• 1920 – 1970 – Continued success throughout Europe with knitted shawls and scarves.

• 1980 – 1990 – Builds relationship with Laura Ashley to become the main supplier of trademark “squares”.

• Today – Primrose Hill begins plans to distribute baby shawls in U.S.

Goals

• Increase brand awareness• Create interest in product• Generate product “Buzz” in social media

Implementation Timeline

Phase 1 – Set-upAugust through October

Phase 2 – Soft LaunchNovember & December

Phase 3 – Full LaunchJanuary - beyond

Target AudiencePrimary –* Young urban professionals including parents, siblings, Friends, etc.

* upscale retailers and baby boutiques, e.g. Nordstrom, Zulily, The Couture Baby, etc.

* influencers, e.g. Rosie Pope from “Pregnant with Heels”

Secondary – Grandparents, age 50 + with discretionary income

Other – Expatriates and Anglophiles

Phase 1

• Establish social media accounts on primary tools.

Phase 2

• Soft launch – Friends and family– Adjust accounts based on feedback

Phase 3

• Full launch• Begin interaction with customers– “Cute Baby” campaign for followers to “like”.– “Which color do you like” campaign.– “Which style do you like” campaign.– “Which photo with baby or without baby” do you

like campaign.– “Like” the holiday baby photo with G.H. Hurt

blanket campaign.

Launch/No Launch

• Launch put on hold.• Product certification.• Fear of going live.

Key Learnings

• Ground Floor… Is the Ground Floor.• People love what they grew up with.• Great ideas being put to work.• What tools will work best?• Timing.

THANK YOU