Description
This quarter you have learned the practice of New Media Public Relations and through assessments and projects,
have implemented your creativity and knowledge. For the final project, you will be creating a year-long PR plan. It
will include four (4) collection launches, one (1) press release supporting a product launch, five (5) events, and one
(1) philanthropic cause. You will create ad campaigns both paid and organic along with an Influencer campaign to
promote the aforementioned. The final deliverables will be presented in PowerPoint and Word using faux social
media posts and additional collateral to support.
PART 1: PROJECT (150 POINTS)
CREATIVE BRIEF
1. Executive Summary – A one paragraph overview of the plan. Should present a clear narrative touching on
what the objectives are, how the key message helps achieve the objectives, how those objectives were
measured and whether it was successful or not.
2. Client/Brand – Of your choice
KEEP IN MIND:
3. Products/Services
4. Key Messages – What insights are going to drive your campaign?
5. Key Facts – What specific facts support the Key Message?
6. Objectives – Media attention, social media posts, exhibition attendance
7. Tactics – Press release, infographic, social media posts
8. Target audience(s) – Each team will be assigned one target audience
9. Required Content – This is where you put all the extra information you need to communicate but isn’t part
of your key message or facts.
10. Supporting info
11. Measurement Tool – How do you propose to measure the objectives?
12. Outcome – What actually did happen (earned media value, impressions, click throughs, placements, etc)?
And, what did the person/company learn?
PART 2: PRESS RELEASE – 50 points
Press Release – It is essential that you follow the format as covered in class including all the required elements.( See 2024_Week file)
Additionally, how compelling your press release is counts. This means you want to write something that will
generate interest and is interesting to read… is there an “A-ha” moment
Unformatted Attachment Preview
New Media Public Relations
2023-2024 Proposal for Stella Rosa
STELLA ROSA
AVERY BRYSON
TABLE OF
CONTENTS
“Dreams do
come true
when you wish
upon a Stella
Rosa”
ABOUT
History
Mission Statement
SWOT
Executive Summary
Objectives & Tactics
Target Audience
Predicted Results
CAMPAIGNS
Spring 2023 Collection
Summer 2023 Collection
Fall 2023 Collection
Winter 2024 Collection
CONCLUSION
Results
Conclusion
ABOUT
STELLA ROSA
History
The Riboli family, founders of Riboli Wine Estates,
created Stella Rosa. The Riboli family started their
Winery in San Antonio in 1917.
The creation of Stella Rosa wines started in Asti, a
province in Piedmont Italy.
Mission Statement
“Born through a rich legacy, Stella Rosa
remains at the forefront of innovation.
Stella Rosa is not just about producing
award-winning semi-sweet, semi-sparkling
Italian wines; it’s about evolving with the
spirit of the times when it comes to wine
trends and popular culture.
The brand is always growing, learning, and
striving to satisfy its loyalists’ needs while
pushing the level of sophistication to also
appeal to dry wine aficionados looking for
something a little different. Stella Rosa is
more than just a refreshing wine; it’s a
lifestyle.”
ABOUT
STELLA ROSA
What is Stella Rosa
Stella Rosa started as a semi-sweet, semi-sparkling red
wine blend and the first of its kind to be brought to
America from Asti.
Now, Stella Rosa has over 20 distinct flavors and blends.
Strengths
Weaknesses
Opportunities
Variety
Gluten-Free
Packaging
Affordable
Accessible
Advertising
Competition
Lack of Social
Media Usage
Social Media
UGC
Philanthropic
Work
Expanded
through West
Coast
Threats
Lots of
competition
Environmental
issues
EXECUTIVE
SUMMARY
For Stella Rosa’s one-year plan, our overall goal is to bring
Sustainable Zero-Proof Seltzers to the product line while
advocating for alcoholism recovery.
We plan to bring more exposure to the brand by expanding product
variety, developing a larger social media presence, and creating a
stronger connection between the brand and its customers.
This campaign will bring philanthropy to Stella Rosa as it will spread
awareness about alcoholism and drug abuse while promoting tasty,
non-alcoholic Stella Rosa seltzers as alternatives for sober
individuals.
Objectives
Create a collection of
beverages for sober
individuals
Develop and promote a
positive brand image
Build a stronger social
media presence
Expand target
audience
Increase sales
Build relationships with
influencers
Increase website
traffic
Tactics
Four collections of
zero-proof seltzers
based on seasons!
Four Events
Four Influencer
Marketing Campaigns
Consistent Social
Media Content
10% of sales donated
to various alcoholic
and drug recovery
centers
Creative, fun
packaging
TARGET
AUDIENCE
We expect to
have a 15-20%
increase in sales,
social media
engagement, and
website traffic
Up until this campaign, Stella Rosa’s has used feminine
advertising to mainly target women between the ages of
21-40.
With this campaign, we hope to target all people between
the ages of 21 and 40, especially those who wish to stay
sober. Since it is a non-alcoholic drink, we could even target
18-20 year-olds to promote sobriety.
We expect to build
a stronger
connection
between the brand
and it’s target
audience
EXPECTED
RESULTS
BY JAN 2024
We expect to build
a positive brand
image by applying
philanthropy to
Stella Rosa as well
as encouraging
more UGC!
SPRING 2023
STELLA
ORIGINALS.
1
For the Spring campaign, we will host
a pop-up event on the lawn at The
Grove where there will be Stella Rosa
vending machines, influencers, and of
course, packs of the four!
As for influencers, we will bring sober
individuals to do a Live Review of the
Stella Originals Collection and spread
awareness about sobriety and the
benefits of non-alcoholic beverages.
EX: Holly Whitaker
HOLLY
WHITAKER
Stella Rosa is known for its classics:
1. Classic Moscato
2. Rosso
3. Rosé
4. Pinot Grigio
So, for our first collection (Spring),
we will be promoting canned zeroproof versions of the traditional
Stella Rosa wines.
The cans will be sold individually and
in packs of four.
2
Since Stella Rosa originated in Los Angeles, we plan
to put a few Stella Originals Vending Machines
around the city to promote the collection.
The goal of vending machines is to strengthen the
connection between the brand and its audience. The
vending machines should encourage UGC and
hopefully boost Stella Rosa’s social media
engagement.
On the side of the vending machines, we will also
include help lines!
SUMMER 2023
STELLA
MOCKTAILS
1
For the Summer campaign, we will host
a pop-up event at the Country Mart in
Malibu! It will be a BBQ-style event with
Vegan/Vegetarian catering. There will be
family-friendly games to create a
welcoming, close-knit vibe.
As for influencers, we will bring another
sober individual to do a Live Review of
the Stella Originals Collection and
spread awareness about sobriety and
the benefits of non-alcoholic beverages.
ANNIE
GRACE
EX: Annie Grace
Stella Rosa will bring in some
cocktails:
1. Mango Mai Tai
2. Piña Colada
3. Cosmo
4. Margarita
So, for our second collection
(Summer), we will be promoting
canned zero-proof versions of Stella
Rosa cocktails!
The cans will be sold individually and
in packs of four.
2
Since it’s summer, it’s time to be outdoors!
For this event, we will add a Paint and Sip portion
where everyone who wants to participate will take
an art class while tasting the Stella Mocktails.
Throughout the Summer, Stella Rosa will host Paint
and Sips around LA to boost social media
engagement, and UGC, build relationships with
influencers and expand the target audience.
Having a family-friendly event will promote a brand
positive image.
FALL 2023
STELLA
REFRESHERS
1
For the Fall campaign, we will host
a “Back-to-College” event at a
nightclub for 21+ adults.
For this event, we will invite
Brianna Chickenfry from
Barstool Sports to host one of
her “Sleep When You’re Dead”
Events.
Everyone who enters the event
Stella Rosa will bring in some
refreshers:
1. Cherry
2. Peach
3. Blackberry
4. Lime
will receive a bottle of Stella
Refresher to help keep hydration
and prevent hangovers.
This event will not only connect us
with Barstool but will expand our
So, for our third collection (Fall), we
will be promoting four pediatric
electrolyte solutions with tasty
flavors to promote hydration (and
prevent hangovers).
The refreshers will be sold
individually and in packs of four.
audience to young adult “partiers”
BRIANNA
CHICKENFRY
WINTER 2023-2024
STELLA
TOASTYS
1
For the Winter campaign, we will host
a pop-up event at The Varnish in Los
Angeles which is a well-known
Speakeasy. At this event, we will have a
DJ and a projector showing holiday
classics on silent.
As for influencers, we will invite sober
individuals to get free Stella Toastys if
they post a story and post during their
time at the event. The entire menu for
the night will be Non-Alcoholic!
Finally, since this will be our final
collection, we will announce how much
Stella Rosa will bring in some cozy
favorites:
1. Toasted Almond
2. White Russian
3. Espresso Mocktini
4. Ice Toddy
So, for our final collection (Winter),
we will be promoting four toasty
mocktails for the Winter holidays.
The refreshers will be sold
individually and in packs of four.
money we will be donating to various
Alcoholic and drug recovery centers.
TARGET
AUDIENCE
We expect to
have a 15-20%
increase in sales,
social media
engagement, and
website traffic
Again, Stella Rosa’s has used feminine advertising to mainly
target women between the ages of 21-40.
With this campaign, we hope to target all people between
the ages of 21 and 40, especially those who wish to stay
sober. Since it is a non-alcoholic drink, we could even target
18-20 year-olds to promote sobriety.
We expect to build
a stronger
connection
between the brand
and it’s target
audience
EXPECTED
RESULTS
BY JAN 2024
We expect to build
a positive brand
image by applying
philanthropy to
Stella Rosa as well
as encouraging
more UGC!
New Media Public Relations
2023-2024 Proposal for Stella Rosa
THANK YOU
AVERY BRYSON
SMED 2880
NEW MEDIA PUBLIC RELATIONS
WEEK 3
• WRITING A CAPTIVATING
PRESS RELEASE
• QUIZ 1 ON THE POWER OF PR
THROUGH PRINT, DIGITAL,
SOCIAL MEDIA AND EVENTS
• ASSIGNMENT
• +5 EXTRA POINTS – LEARNER
LOG
WRITING A CAPTIVATING PRESS RELEASE
Press Release
A press release is a written document prepared for the media – also called the press – that announces something
newsworthy. This 1-3-page document is disseminated to the media in the hopes that reporters and editors will use the
information contained within in an upcoming TV or radio broadcast, in a newspaper or magazine issue, or on the
media’s website (or social media).
Reasons for a Press Release
There are a number of situations that might call for the use of a press release, such as:
Company announcement – Restructuring, expansion, relocation, new locations, strategic partnership, new financial
backers or investors are all worthy of a press release.
Product announcement – New products, improved products, new brands, new retail outlets carrying the product could
all be announced through a press release.
Initiative announcement – New internal or external projects that impact the company’s community would be appropriate
for a press release.
Employee announcement – New hires and promotions are worthy of a press release.
Honors or awards – Awards or special recognition given to a company, product, project, or employee are all press
release-worthy.
Research results – Releasing the findings of a survey or study of some kind related to the business.
References: https://www.shopify.com/encyclopedia/press-release
Format
WRITING A CAPTIVATING PRESS RELEASE
Logo centered at top
PR contact info flush
left OR at bottom of release
Title centered in bold, with
initials capitalized
Reference: https://www.slideshare.net/gemrickcurtom/tom-ford-media-kit
Optional
Subtitle would go
here, not bolded,
Italicized, no period
Format, cont’d
Dateline
WRITING A CAPTIVATING PRESS RELEASE
Immediately following
is what news is being
announced
Format, cont’d
Considered the first
paragraph
WRITING A CAPTIVATING PRESS RELEASE
Format, cont’d
Quote
WRITING A CAPTIVATING PRESS RELEASE
Format, cont’d
WRITING A CAPTIVATING PRESS RELEASE
Format, cont’d
Final
paragraph
Boilerplate
WRITING A CAPTIVATING PRESS RELEASE
-Always write it from a journalist’s perspective. Never use
“I” or “we” unless it’s in a quote.
-Shorter is better. Say it in one to two pages, 400 –
500 words.
-Stay away from hype-bloated phrases like “breakthrough”,
“unique”, “state-of-the-art”, etc.
ASSIGNMENT
IN CLASS
+5 POINTS EXTRA COMPLETING THE LEARNER LOG ON TODAY’S LESSON
TAKE HOME
To reinforce the lesson, read:
Chapter 15 “Public Relations Writing,” pages 317-331 and page 335 on the
“Importance of Editing”
Assignment: Write a captivating Press Release
Quiz #2 next week!
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