Publics to See the Full List of the Publics, Read Appendix a on a Later

Carol Spooner Portraits Public Relations Plan 1

Publics To see the full list of the publics, read Appendix A on a later page after the Reference section SCOPD Analysis Relationship to The relationship to the company and situation provided is that they are the company or either current or potential customers of Carol Spooner Portraits. organization and the situation provided.

Communication The data for the Canadian market is difficult to find, so the information Preferences. stated is from the United States. So, it will be assumed that it will be similar in the Canadian market. The plan is focusing on the 35 to 45 age bracket that is mentioned in the demographics. According to Burstein from Marketing Sherpa, these are the findings: ● “Email: 78%. ● Postal Mail: 42%. ● Television Ads: 33%. ● Print Media (e.g. newspaper, magazines): 21%. ● Text Message: 21%. ● Social Media: 19%. ● In-person conversation or consultation: 13%. ● Phone Call: 13%. ● Online Videos (e.g. YouTube, Vine): 10%. ● Online Video Ads (e.g., in-stream (video ads appear before, during and after Internet videos), pre-roll (ads appear at the beginning of online videos): 8%. ● Mobile App: 13%.” (Burstein, 2015)

Note: these numbers estimate what it could be the Canadian market, which would be similar.

The media they Listen (Radio) and which ones they listened to in the Past Week from listen Nielsen 2016 Database: to/watch/follow/ ● Kitchener [AM-CKGL-570 (570 News)]: read. 130 likelihood [index]. ● Kitchener [FM-CKKW-105.3 (Virgin Radio)]: 123 likelihood [index]. ● Kitchener [FM-CHYM-96.7 (Chime FM)]: 111 likelihood [index] ● Kitchener [FM-CIKZ-106.7 (Country 106.7)]: 115 likelihood [index]. ● Kitchener [FM-CJDV-107.5 (107.5 DAVE ROCKS)]: 127 likelihood [index]. ● Kitchener [FM-CKBT-91.5 (The Beat)]: 134 likelihood [index]. ● Kitchener [FM-CJTW-94.3 (Faith FM)]: 111 likelihood [index]. ● Kitchener [FM-CKKW-99.5 (KFUN 99.5)]: 123 likelihood [index].

For further information about other radio stations, they listen to see

Carol Spooner Portraits Public Relations Plan 2

Appendix B.

Watch (TV and shows they watch on one of CTV channels) based on Nielsen Data from 2016: ● The Social (watch it once a week): 108 likelihood [index] ● Marilyn Dennis (watch it once a week): 84 likelihood [index] ● Dr. Oz [watch it 4 times per Week]: 149 likelihood [index].

For further information see Appendix C.

Follow (social media) and platforms they use based on the Spredfast data: ● Facebook: “84%” for the 30-to-49-year-olds. ● Instagram: “33%” for the 30-to-49-year-olds. ● Pinterest: “34%”30-to-49-year-olds. ● Twitter: “23%” 30-to-49-year-olds. ● LinkedIn: “34%” 30-to-49-year-olds. ● YouTube: “26%” 35-to-44-year-olds. (Spredfast, 2018) Note: the data above is from the United States, but the Canadian data would be similar in nature.

Read (magazines and newspapers) Nielsen 2016 Database and Grand Magazine Media Kit: ● Chatelaine (read in the past year): 101 likelihood [index]. ● Grand (from the Media Kit): “targeted [distribution] ensures that Grand Magazine reaches exclusive households in Waterloo Region. These … readers understand quality and luxury.” (Grand Magazine, 2018). ● Flare (read in the past year): 124 likelihood [index]. ● Elle Canada (read in the past year): 100 likelihood [index]. ● Canadian Living (read in the past year): 103 likelihood [index]. ● Waterloo Region Record (read in the past 3 months): 94 likelihood [index]. ● The Globe and Mail (read in the past 3 months): 81 likelihood [index]. ● National Post (read in the past 3 months): 88 likelihood [index]. For further information see Appendix B.

Motivates them To Buy: positive experience, seeing themselves look good (Interview) to buy/to To Engage: relationship with Carol, personable/kind (interview) engage/to To Notice: improve social media, so people have access. (Based on the respond/to get Audit) involved/to care or to notice.

Leisure They enjoy the following leisure activities, according to the Nielsen activities and Data from 2016: what they do on ● Participate in Photography [10+ Times Past 12 Months]:108 the weekends likelihood [index]. ● Participate in Gardening [3-9 Times Past 12 Months]: 118 likelihood [index]. ● Going to the movies in the [past 12 months - yes]: 104

Carol Spooner Portraits Public Relations Plan 3

likelihood [index]. ● Going to restaurants on her own: 100 likelihood [index]. For further information, see Appendix D.

Buying/shoppin Volunteer Habits based on Nielsen Data from 2016: g/consumer/phil ● Personally Did/Past 2 Years [Did Volunteer Work]: 94 likelihood anthropic or [index] volunteer habits For further information, see Appendix C.

Shopping habits include the following from Nielsen Data from 2016: ● Women's Clothing - $ Spent Personally/Past 12 Months [$2,001-$3,000]: 167 likelihood [index] ● Jewellery-$ Personally Spent Past 12 Mos [$500-$999]: 109 likelihood [index]. ● Jewellery-$ Personally Spent Past 12 Mos [$2,500-$4,999]: 445 likelihood [index] ● Food Shopping-$ Spent by HH/Avg Week [$150-$249]: 101 likelihood [index]. ● Books-$ Spent/Past 12 Mos [$1-$49]: 139 likelihood [index]. For further information, see Appendix E.

Demographics Age: 35-45 (Mentioned in Interview) Gender: Female (Mentioned in Interview) Family: 2 kids (Russell, 2017) Education: degree holders or higher, and have work experience. According to Ferguson from StatsCan, “The proportion of women aged 25 to 64 with a university certificate or degree...grew at a faster pace than that of men, more than doubling between 1991 and 2015 from 15% to 35%.” (Ferguson, 2016) Work: a variety of areas that can include education and medical fields. Ferguson from StatsCan states, “… business, management … marketing … related support services … most common field of study was education (19%), while health professions and related programs was the third most common field of study. … examples … are business administration, primary school teaching, and registered nursing.” (Ferguson, 2016) A full list of examples of potential jobs they can have from Workopolis: ● “Marketing and ad managers ● Chief executives ● Physician [View jobs] ● Lawyer [View jobs] ● Sales people [View jobs] ● Office support ● Secretary ● Accountant ● Teacher ● Nurse ● Manager” (Workopolis, 2015) Geography: Kitchener and Waterloo (based on the interview and location of the business) Income level: middle/upper class. The median household income in Ontario is “$74,287.” (StatsCan, 2017) For this market, that would be that salary amount and up for this public.

Carol Spooner Portraits Public Relations Plan 4

Psychographics Social Class: middle to upper class (connecting to the information above). Lifestyle: Based on “The Common Characteristics of Generation X Professionals” by Kane; ● “Individualistic ● Technologically Adept ● Flexible ● Values Work/Life Balance” (Kane, 2018) Subculture: Individualistic and prefer a balanced life. (Based on the lifestyle above). Personality traits that include ones from VALS Framework: ● “Reflective ● Informed ● Content ● Goal oriented ● Conventional ● Sophisticated ● Curious.” (VALS, 2009)

Behaviouristics Occasions: “I Enjoy Being Extravagant [strongly agree 4]. To Buy Myself Something New-One/Greatest Pleasures In Life [strongly agree 3] 106 [index].” (Nielsen, 2016) For further information, see Appendix F. Benefits: feel positive throughout the experience. Able to relax and be themselves. (based on the interview with the client. User Status: nonexistent to average (based on the interview with the client). Buyer Readiness Stage: low to high (considering what was discussed in the interview with the client). Attitude toward product: interested and ready.

Persona Jennifer Smith

Note: the first name was popular back in 1978. (Baby Center, 2018)

Demographics Age: 40 (median age)

Gender: Female

Education: A degree in Nursing from Mcmaster University.

Occupation: a Nurse at St. Mary’s Hospital in Kitchener, Ontario.

Salary: “$73,000” is the typical salary in Ontario for this profession. (Living in Canada, 2018)

Lifecycle: She is a mother of 2 children. She is married to her husband for 12 years. She is a homeowner along with her husband. She puts her family first and deserves a break.

Carol Spooner Portraits Public Relations Plan 5

Geographics: Kitchener, Ontario.

Likes and Dislikes: ● She enjoys photography and wants to treat herself with a personal photoshoot. ● She likes purchasing books when they are needed. ● She dislikes when she cannot have a work/life balance. ● Dislikes when she cannot do any gardening at all.

Attitudes and opinions towards products: ● Relies on a variety of platforms such as: ○ Email ○ Postal Mail ○ Television Ads ○ Print Media (e.g. newspaper, magazines) ○ Text Message ○ Social Media ● She wants products that make her feel positive about life and herself. ● Interested in photography overall as a leisure activity.

Buying Behaviours ● She enjoys being extravagant and buying something new. ● Other than grocery shopping, she sees shopping as one of the greatest pleasures in life. ● She enjoys shopping for women's clothing and jewellery to treat herself for specific occasions. ● She does the food shopping so any meal can be made for the family. ● She purchases books for herself and the family.

Leisure activities: ● She loves photography in any form and would love to have a picture of herself. ● She enjoys gardening in the spring and summer. ● She enjoys time with her family and friends. ● She enjoys going to the movies with family and friends. ● When she needs time for herself, she goes to a restaurant on her own. ● She enjoys watching The Social, Marilyn Dennis, and Dr. Oz. ● She enjoys reading magazines

Media: Radio ● 570 (570 News). ● 105.3 (Virgin Radio). ● CHYM-96.7 (Chime FM). ● CIKZ-106.7 (Country 106.7). ● CJDV-107.5 (107.5 DAVE ROCKS). ● CKBT-91.5 (The Beat). ● CJTW-94.3 (Faith FM). ● CKKW-99.5 (KFUN 99.5).

Carol Spooner Portraits Public Relations Plan 6

Social Media ● Facebook. ● Instagram. ● Pinterest. ● Twitter. ● LinkedIn. ● YouTube.

Magazines ● Chatelaine. ● Grand. ● Flare. ● Elle Canada. ● Canadian Living.

Newspaper ● Waterloo Region Record. ● The Globe and Mail. ● National Post.

Relevance and Importance of the Public The relevance and importance of the public are the following reasons. First, the relevance and importance of this public; is that the age bracket part of the customer base currently. Additionally, these customers would be able to pay for any package variation that Carol Spooner Portraits has available. As well, they would be interested in the services that the brand has available. Finally, to focus on one customer base for a while will help the brand interest that customer, which would help the brand before targeting other potential customers. Overall, this the relevance and importance of the public to Carol Spooner Portraits.

Benefits of the Public The benefits of the public mentioned are the following. To begin with, the brand will know how to communicate with the customers now and in the future. Also, the brand will know what platforms to advertise on, which is critical to interest the potential customers. To continue with this, the brand will know where to have content posted on such as the social media platforms mentioned. Also, knowing that they are interested in photography, will help in the process of planning the portrait photography shoot. Finally, they are the kind of customers that want to treat themselves, which the brand will provide the photography services they are looking for. Altogether, these are the benefits of the main public mentioned for this plan.

4. Objectives – SMART – needs to identify the public – where we want to be or what we want to achieve (increase sales/clients)

To have an effect on the awareness of female customers in Waterloo Region, specifically to increase their engagement on social media using the #CarolSpooner Portraits (10% in 12 months).

To have an effect on the action of female customers in Waterloo Region, specifically to increase the middle packages options sold for Carol Spooner Portraits (12% in 12 months).

Carol Spooner Portraits Public Relations Plan 7

To have an effect on the action of female customers in Waterloo, specifically to increase the high- level packages sold for Carol Spooner Portraits (8% in 12 months).

5. Message Strategy What The message that the company should have is the following. First, celebrating their successes, whether they are big or small. Additionally, women would love to celebrate with thinking of the perfect photo to remember that moment in life. It will keep women’s confidence up at that particular point in life when they want to feel good about themselves. Having a photography session can be the perfect way of treating themselves and take a break from taking care of their children.

Key Message: Carol Spooner Portraits is a place where you can feel good about yourself, by having a photoshoot with having natural beauty makeup and hair.

Who The person that would be speaking the message is Carol Spooner, so customers can know the person that owns the brand. It will let customers know how she is like in person and be a representation of the brand. It would allow women 35-45 who want to treat and love themselves to know whom they will have their consultation with. To continue with this, they will then know who the photographer is.

How The tone and appeal to be used for the message overall for the campaign is the following. The tone will be positive in all the messaging and connect to what would interest and make them feel good about their potential purchase. To connect with this, an emotional appeal would be used in the message for each part of the campaign. The appeal would connect with the tone mentioned and would resonate with the public mentioned earlier in this plan. All in all, this describes the tone and appeal for the message of the campaign.

Action Strategy Small Business Community Network Reasons The association that would be a suitable choice for Carol Spooner Portraits to join is the Small Business Community Network (SBCN). There are a few different reasons for this selection. First, they have been around for “15 years” and “experience of assisting and working with businesses to help them reach their potential.” (SBCN, 2018) With this in mind, Carol Spooner Portraits will be able to reach the potential; regarding the objectives earlier in this plan. In addition, Carol Spooner Portraits would be a good fit to join the association based on the following reasons. According to the SBCN About page, “Business owners who would benefit from support and relationships with other business operators. Entrepreneurs & start-ups. Individuals who want to network online.” (SBCN, 2018) With this in mind, it connects with the main public which is the business people, so that Carol Spooner Portraits can grow the number of clients that way. Therefore, this shows why Carol Spooner Portraits should consider joining this association.

Carol Spooner Portraits Public Relations Plan 8

Based Upon Research and the Public Furthermore, it makes sense based on the research and the public for the plan for the following reasons. First, it will help reach the part of the public that is the business type of people. It will help to achieve each of the objectives stated earlier in the plan. It will help to increase the reputation of the business, as it needs to increase based on the research in the Introduction section, and the Audit. As well, it will allow her to connect with other small business people, which will help for the awareness, and reputation for the business. Finally, it will allow the company to increase the awareness that it has in the local community. Altogether, these are the reasons that help support the selection of the association that Carol Spooner Portraits would be joining.

Strategy The strategy for this is the following. Carol Spooner Portraits will be able to network with other smaller businesses and entrepreneurs. Then plan to pay for membership in January, so that the business can use the benefits stated in the next paragraph. It will help achieve each of the objectives stated earlier. Finally, the events and networking will let more people be more aware of the brand, and increase the reputation for it. Altogether this is the strategy for this component.

Components This component with the SBCN can have benefits for Carol Spooner Portraits in the following ways. The membership benefits for being part of the SBCN are the following: ● “Attend Monthly Networking Events for FREE! ● Free Showcase Table at Monthly Networking Events. ● Present at one of the monthly networking events. ● One on one Mentoring. ● Member Directory Listing with Photo. ● Share your content via the SBCN Website Blog posts & the Hub online magazine. ● Email SBCN Members via the SBCN Mailing list. ● Individuals have the opportunity to expand connections and build trusted relationships, within the business community. ● Access to business education through our regular monthly networking events, PLUS special interest workshops every June. ● Social networking opportunities to promote yourself and your business. ● Interview [via] the SBCN Small Biz Podcast and SBCN [Business] videos. ● Relationship establishment amongst other business owners. ● SBCN named one of five great communities for [Entrepreneurs] in Canada. ● Member Referral Cash Bonus.” (SBCN, 2018) With these benefits in mind, some of them can be tactics that Carol Spooner Portraits can use in the campaign.

How it will Fit Together with the Other Strategies Furthermore, this will fit together with the other strategies in the following ways. First, it will help support the direct mail component; the brand owner can hand out the postcards when at the events mentioned in the benefits above. Additionally, it will fit with the digital strategy; being able to email others about the business, and share content on the SBCN Website Blog. To continue, other areas that could potentially combine with the digital strategy; potential have an interview with the SBCN Small Business podcast, and the SBCN Business videos. With the digital aspect in mind,

Carol Spooner Portraits Public Relations Plan 9 these tactics can interconnect with the digital strategy later in this plan. Overall, this is how this strategy can interconnect with other strategies in the plan.

Cost: “$150*[* prices exclude HST]. ” for the “Regular” membership. (SBCN, 2018)

Communication Strategy - Direct Mail Advertising Reasons The reasons for the direct mail advertising selection are the following. It has the visual appeal that would interest the main public for this plan. Carol Spooner Portraits would have a start for the exposure to the main public; where it can gain awareness in the community. Additionally, it would go directly to the customers that fit the criteria mentioned in the Public's’ section. Finally, it is a cost-effective method to reach the public mentioned earlier in the plan. Therefore, these are the reasons for this selection.

Based on the Research and the Public Based on the research and audit these are the reasons for this choice. First, based on the interview with the client, the business needs more awareness in the local community. The direct mail method will help with spreading awareness and for people to be interested in the Carol Spooner Portraits photography sessions. In addition, based on the SCOPD Analysis in the Public's, the main public prefers direct mail ads as a communication preference. With this in mind, this will help focus on the communication method to be used for the advertising method, and combining with public relations as well. Finally, it would make the public emotionally feel good, and be interested in this particular service. Overall, these are the reasons for this selection based upon the Research and the Public.

Strategy The strategy to use for direct mail is the following. Objective: to distribute the postcards in the mail in the general areas of Kitchener-Waterloo such as Deer Ridge, University Downs area, Westmount Golf and Country Club area, and residents in the Kaufman Lofts. To have them at places people can pick up such as the Shoppers Drug Marts in the areas mentioned. Additionally, for her to hand out at her business location, and the events she will go to as part of her membership with the SBCN. Start this in the middle of May, so that it will attain interest from the customer base mentioned in the plan early. The objective to consider is; To reach 5,000 people through a direct mail campaign and measure it by photo session bookings. The objective here will help to achieve the overall objectives, including the ones with the particular packages. Overall, this is the strategy for the part of the plan.

Components The components that will be involved are the following. First, the 5000 postcards will be designed on Vistaprint with following specifications: horizontal (landscape format), 5.5 inches (height) by 8.5 inches (length), the standard thickness for the paper, and paper stock with glossy font only. It would also have the Carol Spooner Portraits logo so that potential customers will know what company it is coming from. It will have the Message Strategy incorporated on it to interest the potential customers. Altogether, these are the components of this strategy.

Carol Spooner Portraits Public Relations Plan 10

How it Will Fit Together with the other Strategies The direct mail strategy will fit together with the other strategies in the following ways. Some of the postcards can be handed out when the owner of Carol Spooner Portraits goes to the SBCN events. It will help with improving the reputation of the business and the awareness of it in the community. Additionally, it will be incorporated into the digital strategy; the social icons will be integrated on the postcards, which let customers know what social media platforms the brand is on. To continue with this, add the website so they can check what packages are available. All in all, this is how the direct mail strategy is connects with the other strategies in the campaign.

Cost: printing with Vistaprint is $333 and for the distribution is $267.

Budget Below is a table for the budget, considering all of the costs mentioned from the plan overall. There is a contingency of $750, in case there are any other additional costs such as taxes, production costs, and other unknown factors. Strategy and Tactic Cost

Action Strategy: Join the Small Business Community $150 (before taxes) Network Tactic: Membership Cost: 150 (Before

Communications Strategy: Direct Mail Advertising $600 Tactic: Postcards Costs: Vistaprint is $333, and Distribution is $267. (In total $600)

Digital Strategy: using social media platforms. $3,000 Facebook and Instagram: $1500 Twitter: $1,500 Total: $1,500

Final Budget Total $4,250

To see when these formats will be used in the campaign see the Budget Blocking Chart in Appendix F.

The plan is to expect to make the investment back in a year; depending on how much profit from the sessions and packages is made in 2019.

Evaluation The methods to measure the success are the following, First, track the usage of #CarolSpoonerPortraits in the digital component; regarding the engagement rate and the number of impressions that it would attain. The use of this hashtag will help monitor the awareness of the business on each of the social media platforms that are used for the campaign. Secondly, the next method to measure the success of the campaign is the number of sessions booked; where it can help lead to package sale increase. It connects to the direct mail component of the campaign. The other way to measure success for the direct mail component is the number of postcards handed

Carol Spooner Portraits Public Relations Plan 11 out at the SBCN that she would go to after the middle of May. Finally, the last way to measure success is the package sale increase that would occur during the campaign overall. Each of the campaign strategies will help with this aspect of measuring success; on promoting the Carol Spooner Portraits brand, and the packages available. Overall, these are the methods to measure the success of the campaign.

Future Recommendations There are a few future recommendations to consider after next year’s campaign. They are possible advertisement formats that can promote the business to interest the customers that are included in this plan. To connect with this, they can be incorporated with the methods mentioned in the plan. Another consideration is to have modest prices for the smaller packages that are offered at Carol Spooner Portraits. The final is to have possible partnerships with other female-owned businesses. For further explanation, read the sections below.

Advertising Magazines Grand Magazine would be the magazine to recommend to advertise in for the future for the following reasons. First, it focuses on the Waterloo Region, which connects to the main public discussed in this plan. There is a certain amount of circulation for this magazine in the local area; “CIRCULATION [is] 25,000 COPIES” which could go potentially to the main public mentioned in the plan. (Grand Magazine, 2018) The recommended advertisement for the future is “FULL COLOUR ½ page [for] $1,385 [for] 6X.” (Grand Magazine, 2018) The advertisement selection mentioned will allow Carol Spooner Portraits to be seen year-round, which will help build awareness, and potential increase for the sales of the packages ordered. To continue with this, it will allow the business to show the services offered and some of the prices for the packages options available. Altogether, this explains the choice of Grand Magazine in the future to advertise Carol Spooner Portraits.

Radio Various radio stations would be recommended for the future to use for the following reasons. First of all, radio advertisements would be only around September for back to school for kids and families, which is one of the best times to promote Carol Spooner Portraits. The other time that can be an option to advertise on the radio is in November and December; where the sessions and packages can be promoted as a Christmas present. The radio stations to consider for this are 570 (570 News), 105.3 (Virgin Radio), CHYM-96.7 (Chime FM), CIKZ-106.7 (Country 106.7), CJDV- 107.5 (107.5 DAVE ROCKS), CKBT-91.5 (The Beat), and CKKW-99.5 (KFUN 99.5). For these following radio stations contact Dwayne Orth at [email protected] for pricing: 105.3 (Virgin Radio), CJDV-107.5 (107.5 DAVE ROCKS), CKBT-91.5 (The Beat), CKKW-99.5 (KFUN 99.5). The reason for these radio station selections is that they have higher indexes than the other ones listed in the SCOPD analysis in the plan. The other radio stations could be potential options, depending on the available budget. Overall, this is the future recommendation for using radio as an advertising platform for Carol Spooner Portraits.

Carol Spooner Portraits Public Relations Plan 12

Female Owned Businesses and Associations The final future recommendation for Carol Spooner Portraits is to create partnerships with female- owned businesses and join the Kitchener-Waterloo Business Women’s Association. Firstly, with creating partnerships with other female-owned businesses in Kitchener-Waterloo; it Carol Spooner Portraits to increase the awareness and reputation for the business. Plus, it would create word-of- mouth for people to know about Carol Spooner Portraits as a female-owned business in Kitchener- Waterloo.

Furthermore, Carol Spooner Portraits could join the Kitchener-Waterloo Business Women’s Association (KWBWA). With joining this association, it will help increase the reputation of the business, and connect with a part of the public that is part of the plan. The type of membership that is recommended is “Personal Membership” and either pay the fees quarterly or monthly. The KWBWA Join the KWBWA page states, “Personal Membership. You pay membership fees. … Monthly membership dues are payable monthly or quarterly to the association. For more information on our current fees, please contact our Membership at [email protected].” (KWBWA, 2018) The option selected would be suitable for Carol Spooner Portraits, because it is a sole- proprietorship business. To continue with this, it will Carol Spooner Portraits know options of when to pay the fees. The conditions to join this association are“... any women who conduct business primarily within Waterloo Region, Ontario. … Only one person is permitted per classification, and each member is only allowed to represent one category. Each prospective member is sponsored by a current member and attends two luncheon meetings prior to applying formally for membership.” (KWBWA, 2018) With this in mind, Carol Spooner Portraits would need to go through this process before attaining member in this association.

Continuing with the KWBWA, here are other key details to consider for this recommendation. The next area to consider is to fill out the “Online Application Form,” where it will let Carol Spooner Portraits register for a membership. (KWBWA, 2018) With filling out the form, it will help start the process to join the KWBWA. Additionally, there are a variety of activities that the owner of Carol Spooner Portraits can go to when being part of the KWBWA. The KWBWA Activities page states, “Weekly Lunch Meetings. Promotional Opportunities. Access To Member Services. Guest And Member Talks. Networking Lunches Out. Special Events. Weekly Draw.” (KWBWA, 2018) With this in mind, these activities will allow the owner of Carol Spooner Portraits to participate in an association that activities to help with the business. Altogether, between the two paragraphs discussing KWBWA is an essential future recommendation for Carol Spooner Portraits.

Carol Spooner Portraits Public Relations Plan 13

References Baby Center. (2018). Most popular baby names of 1978. Retrieved December 1, 2018, from https://www.babycenter.com/top-baby-names-1978.htm

Ferguson, S.J. (2016). Women and Education: Qualifications, Skills and Technology https://www150.statcan.gc.ca/n1/pub/89-503-x/2015001/article/14640-eng.htm

Grand Magazine. (2018). Grand Magazine Media Kit. Retrieved November 27, 2018, from http://www.grandmagazine.ca/wp-content/uploads/2018-media-sherry-jules.pdf

Kane, S. (2018). Marketing Research Chart: Do different age groups prefer different channels?. Retrieved December 1, 2018, from https://www.thebalancecareers.com/common-characteristics-of-generation-x-professionals- 2164682

Living in Canada. (2017). Registered Nurse Salary Canada. Retrieved December 2, 2018, from https://www.livingin-canada.com/salaries-for-registered-nurses.html

Marketing Sherpa. (2015). Marketing Research Chart: Do different age groups prefer different channels?. Retrieved December 1, 2018, from https://www.marketingsherpa.com/article/chart/channels-preferred-by-age-groups Pixabay. (2018). A thinking woman in a white jacket and white scoop neck shirt blue denim jeans. Pexels. Retrieved December 5, 2018, from https://www.pexels.com/photo/thinking-woman-in-white-jacket-and-white-scoop-neck-shirt-blue- denim-jeans-sitting-on-brown-wooden-bench-beside-green-trees-during-daytime-157622/

Russell, A. (2017). Here’s why Canadians are having fewer children. Global News. Retrieved November 30, 2018, from https://globalnews.ca/news/3429950/canada-fewer-children-census- 216/

Small Business Community Network (SBCN). (2018). About the SBCN. Retrieved December 4, 2018, from https://www.sbcncanada.org/about

Small Business Community Network (SBCN). (2018). Membership Benefits. Retrieved December 4, 2018, from https://www.sbcncanada.org/benefits

StatsCan. (2017). Household income in Canada: Key results from the 2016 Census. The Daily. Retrieved December 1, 2018, from https://www150.statcan.gc.ca/n1/en/daily- quotidien/170913/dq170913a-eng.pdf?st=WUFatgcn

Workopolis. (2015). The 10 most common job titles of the poor, the middle class, and the rich. Retrieved December 1, 2018, from https://careers.workopolis.com/advice/the-10-most-common- job-titles-for-the-poor-the-middle-class-and-the-rich/

VALS. (2009). VALS Framework. Retrieved December 3, 2018, from https://www.d.umn.edu/~rvaidyan/mktg4731/VALSFramework2002-09.pdf

Carol Spooner Portraits Public Relations Plan 14

Appendix A List of all Publics for Carol Spooner Photography

Type of Public Examples

Customers ● Male Teenagers ● Female: teens to seniors ○ 18 to 45-year-olds usually ● Female Entrepreneurs ● Male Entrepreneurs ● Female Professionals ● Male Professional ● Married Couples ● Families ● People who want to feel good about themselves ● Former customers of the business ● Current customers of the business ● Potential customers of the business

Producers ● Portrait Photographer ● Make-up artists ● Hairstylists ● Commercial Photographer ● Photojournalist/News Photographer ● Freelance Photographer ● Fashion Stylist

Limiters ● Kadien Artistry ● Andi Cluthe Photography ● Sylvia Pond

Enablers ● Newspaper and TV news media ● Investors ● Associations: Small Business Community Network ● Canada Business Ontario