Bench PDF

PUBLIC RELATION
PLAN
Prepared by:
Jennifer’s Angel
GENERAL BACKGROUND
Beginning in 1987 with a small store selling men’s t-
shirt, Bench grew at an unparalleled rate e being
the pioneer in the use of celebrity endorsers,
television and giant billboards to propel a fashion
brand and that offers premium quality products at
affordable prices.
To date, Bench has grown to include a ladies’ line,

underwear, fragrance, housewares, snacks, and a
wide array of other lifestyles products, with the
distinction of being present in virtually every retail
space in the Philippines, and with a worldwide
network of stores and outlets, reaching as far as the
United States, the Middle East, and China.
CHAPTER I
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTHS WEAKNESSES

 Strong brand image.  Low brand recognition with high
 Diversified company. class citizens.
 Well positioned stores.  Their product doesn’t appeal to
 Good promotional strategy Class A citizens.
 Goal oriented company
 Captured a great amount of
local market share.
OPPORTUNITIES THREATS

 Capture more market share  New clothing line of other
annually. competitors.
 Open up new branches in other  New competitors both local and
countries. foreign.
 Have a better brand recognition  Economic threat in the
with higher class citizens. Philippines.
 Create new services.  Rapid change in fashion.
 New clothing line.
CHAPTER II
PUBLIC RELATIONS
RECOMMENDATIONS
A. PR Objectives
• To build product
awareness.
• To create interest.
• To provide information.
• To stimulate demand.
• To reinforce the brand.
B. PR Strategies
1. THE MESSAGE
BENCH/ STEP UP
The message simply implies the goal
of bench which is to step up when it
comes to its product. Bench aims to
improve the products in order to make
sure that they offer fashionable yet
quality and affordable items for the
consumers. This message also aims to
help Bench’s customer in building
character and confidence by stepping
up and going beyond their lines for
them to be able to show what they got.
B. PR Strategies
2. THE MEDIA
 SOCIAL MEDIA
Facebook, twitter, and instagram
Bench will have its facebook, twitter
account, and instagram from where, not
only the participants will be updated but
the public as well. This will serve as a
tool for updates, announcements, and
information dissemination.
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B. PR Strategies
 POSTERS
Posters will also be served as information
dissemination for all the activities and events
the Bench will held. All the posters will be
distributed and posted at all Bench stores
nationwide. The purpose of posters is to provide
information of interest to all the customers as
well as the employees of Bench. It will create a
good perception to the customers regarding the
company, brand and services. The general
attributes of the posters include the upcoming
event that will be hosted by Bench, the theme
of the event, when will it be held and the place
3. Timetable-detailed
calendar
ACTIVITY TARGET DATE
Bench/ Facebook, twitter and instagram January 10,2014
account
Press-conference February 10, 2014
Cutting of the Ribbons for Bench Bazaar March 13,14,15 2014
(Launching Summer Collections)
 Discounts, and Raffle
Green Living Campaign (Limited Editions of April 16, 2014
Green Living Shirts)
 Planting of Trees
Bench Fashion Show “Bench Stand-out” June 7, 2014

4. The Events
FEBRUARY 10, 2014
PRESS-CONFERENCE
The aim of conference is to introduce the product to the media

and also to make an announcement that they will have a Runway
Presentation entitled “Bench Stand-out” of their new and
innovated products at the MOA Arena. This is a different kind of
approach for a conference because it will be a party - like event
and the conference will begin at 7 pm sharp. It will be a gathering
of all the media from newspapers to televisions with all the
executive officers of the Bench Company in one place.
On the conference, they will introduce the company to the media.

Updates, talks, the achievements the company received for the
past years, and launching and introduction of the new fashionable
line of products for their target market. They will also make an
announcement about their upcoming Runway Presentation at the
MOA Arena and all the important details about the event.
MARCH 13, 14, 15, 2014
BENCH BAZAAR (LAUNCHING SUMMER
COLLECTIONS)
April 16, 2014
Green Living Campaign (Limited
Editions of Green Living Shirts)
June 7, 2014
Bench Fashion Show “Bench
STAND OUT”
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CHAPTER III
EVALUATIONS
EVALUATION
The main idea of the researchers’ public
relations plan is to have a four different
programs that would emphasize the Bench’s
purpose to help Mother Nature and to increase
the reputation of the company to the consumers.
The press conference will be participated by the
Company’s top executives and also the media
people. The participants will receive an invitation
letter that describes what will be the agenda of
the conference, the reason why they should
come and the date and place of the conference.
EVALUATION
Moreover, the Bench Bazaar will focus on a three –
day sale of all the products of Bench that’ll be held at
world trade center. It will be disemminate through the
use of posters that will be publish at all Bench stores
nationwide. The main focus of the Bench Bazaar is to
showcase their products they offer and to let their
consumers know they can get the most fashionable
and stylish clothes in an affordable price.
Additionally, the green living campaign aims to let
the people know that not only Bench offers the most
fashonable and stylish clothes, they can be a role
model and be an example on taking care of Mother
Earth. On the opening of the campaign, each Bench
store will have 20 limited edition shirts with qoutes
and statements on it relating to the protection and
EVALUATION
Lastly, the bench fashion show will let the people see
what will be the new products the Bench will introduce and
offer to them. It will also be disseminated through the use
of posters. Celebrity endorsers of the Bench products will
be gathered in the event and model the products the Bench
will be offering. It will be a great advantage because it will
retained in the minds of the consumers that all the products
of Bench are made with quality and satisfaction the
consumers needed.
As in all industries, public relations are becoming
increasingly important in the fashion industry. The purpose
of public relations in any industry is to make sure your
company has a good relationship with its employees, client,
and competing business. Public relations serves the same
function in the fashion industry and those who are working
in the fashion industry are quickly learning to rely on the
public relations department or comp any rather than on
CHAPTER IV
CONCLUSION
CONCLUSION
The Bench Company today gives an emphasis on
providing their consumers the best quality products that
they can offer and gives them the satisfaction they need
on a product. Thus, providing the company with effective
Public Relations Plan, the people particularly the
consumers of Bench, will have an idea and
understanding what kind of products the Bench is
offering.
This plan will be effective in meeting the company’s

core objectives specifically to make Bench the most
successful brand here in the Philippines and to make
Bench be an example on being a greel living individual
through the use ofstrategies, programs and activities.
by providing information for the consumers, they can
build and strengthen the relationship of the Bench and
THANK YOU AND
GOD BLESS!

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PUBLIC RELATION

To date, Bench has grown to include a ladies’ line,

Bench/ Facebook, twitter and instagram January 10,2014

Cutting of the Ribbons for Bench Bazaar March 13,14,15 2014

(Launching Summer Collections)

 Discounts, and Raffle

Green Living Campaign (Limited Editions of April 16, 2014

Green Living Shirts)

Bench Fashion Show “Bench Stand-out” June 7, 2014

The aim of conference is to introduce the product to the media

On the conference, they will introduce the company to the media.

This plan will be effective in meeting the company’s

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