The main objective of this project is to develop a fully integrated advertising and public relations campaign that supports Beautelanin Skincare’s rebranding initiative. The goal is to generate buzz and increase sign-ups for the brand's 2026 relaunch, establish the brand as an award-winning, culturally driven clean beauty skincare brand, and attract a loyal customer base. This project aims to create a comprehensive marketing campaign that can be scaled for future growth.

Workshop Outreach Strategy

Objective: To increase brand visibility, attract new sign-ups for Beautelanin’s 2026 relaunch, and engage the community through co-branded, culturally-aligned workshop experiences. The workshops will focus on self-care, wellness, and natural beauty, offering attendees an opportunity to connect with Beautelanin's mission and values.

Tasks and Activities for Learners

Project Planning and Onboarding:

• Attend a kick-off meeting with the Beautelanin representative to understand the company's mission, goals, and product line.
• Review and analyze brand assets, including the brand style guide, product descriptions, and marketing materials.
• Identify key performance indicators (KPIs) to measure campaign success.

Research and Analysis:

• Conduct a situation analysis using primary and secondary research methodologies.
• Perform a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats for Beautelanin's rebrand.
• Gather insights on customer personas, competitor analysis, and industry trends.

Campaign Strategy Development:

• Define marketing goals, campaign objectives, and key messaging strategies.
• Develop a creative strategy that aligns with Beautelanin's rebranding goals and focuses on user sign-ups for the 2026 relaunch.
• Create an integrated marketing communications (IMC) plan that outlines key channels, tactics, and target audiences.

Creative Development and Execution:

• Design marketing materials, including social media templates, digital ads, and content for email campaigns.
• Draft and develop creative copy for social media, emails, and website landing pages.
• Plan an exclusive offer to drive sign-ups for the 2026 relaunch, such as a complimentary virtual candle-making workshop.

Media Planning and Budget Allocation:

• Identify optimal paid, owned, and earned media channels for campaign promotion.
• Plan ad placements, email marketing schedules, and social media post calendars.
• Develop a budget proposal for media spend, influencer collaborations, and digital advertising.

Implementation and Execution:

• Launch and monitor marketing activities to promote sign-ups for the 2026 relaunch.
• Organize and facilitate a virtual candle-making workshop as an exclusive offer for subscribers.
• Create and manage marketing schedules, deadlines, and deliverables.

Evaluation and Reporting:

• Track and analyze performance metrics, including website traffic, sign-ups, social media engagement, and conversion rates.
• Identify key insights and areas for campaign optimization.
• Develop a comprehensive campaign report with recommendations for scaling the campaign for future growth.

Deliverables

Comprehensive Campaign Report:

• Situation analysis (customer insights, SWOT, and competitive analysis).
• Campaign strategy (objectives, IMC plan, and messaging strategy).
• Tactical plan (creative concepts, channel recommendations, and implementation details).
• Implementation plan (budget, media schedules, and human resource allocation).
• Evaluation guidelines for tracking success.

Creative Asset Portfolio:

• Branded social media templates for posts and stories.
• Digital ad mockups for paid media placements.
• Sample email marketing content and newsletter templates.
• Landing page content for 2026 relaunch sign-ups.

Evaluation Metrics and Performance Tracking:

• Set of KPIs to track success, including sign-up rate, conversion rate, and engagement.
• Recommendations for ongoing campaign optimization and scaling.

Final Presentation Deck:

• Visual presentation summarizing the project’s findings, campaign strategy, and creative recommendations.
• Proposal for how Beautelanin can continue building momentum leading up to the 2026 relaunch.

ATTN: We are currently rebranding at this time. This includes a new website design to go live by end of January. However, we have a model design our website we can share upon request.

Tasks and Activities

Research and Partnership Identification

• Target Partners: Identify organizations, wellness groups, community centers, and educational institutions that align with Beautelanin's mission. Potential partners include:
• Black Student Unions (BSUs)
• Caribbean Student Associations (CSAs)
• Sorority groups and Pan-Hellenic Councils
• Women's leadership organizations
• Wellness-focused community groups
• Corporate wellness programs
• Criteria for Partnerships: Evaluate organizations and groups based on their ability to provide access to the target audience, align with Beautelanin’s mission, and support co-branded events.

Outreach and Engagement

• Direct Outreach: Reach out to university chapters, sororities, corporate wellness programs, and wellness community organizers through email, phone, and social media.
• Presentation Deck: Create a partnership proposal deck that highlights the benefits of collaboration with Beautelanin. The deck should outline potential partnership opportunities, event co-branding, and the unique value proposition for both parties.
• Custom Pitches: Personalize outreach messages to each potential partner, highlighting mutual benefits such as co-branded marketing opportunities and community engagement.

Partnership Development

• Formal Agreements: Establish formal agreements or memorandums of understanding (MOUs) with partners to define the scope of the partnership, roles, and expectations.
• Event Planning: Collaborate with partners to plan workshop logistics, schedule dates, and determine co-branded marketing materials.

Workshop Design and Delivery

• Content Development: Create a workshop structure centered around Caribbean-inspired self-care and wellness practices. Workshop themes can include:
• Virtual candle-making workshops (linked to Beautelanin’s rebranding sign-up campaign)
• DIY skincare product tutorials
• Mindfulness and self-care routines inspired by Caribbean heritage
• Event Marketing: Design promotional materials such as event flyers, social media posts, and email announcements for partner organizations to share with their networks.

Marketing and Promotion

• Pre-Event Promotions: Collaborate with partners to promote workshops via email marketing, social media, and event registration pages.
• Incentives for Sign-Ups: Highlight that attendees who sign up for the Beautelanin 2026 relaunch will receive a complimentary virtual candle-making workshop experience.
• Follow-Up Campaigns: After workshops, send follow-up emails to attendees with exclusive offers, product information, and calls-to-action to join Beautelanin’s email list for future updates.

1. Measurement and Evaluation

• Feedback Collection: Distribute post-event surveys to participants to gather feedback on their experience and capture testimonials for future marketing materials.
• Impact Analysis: Measure the impact of the workshops on brand awareness, sign-up conversions, and partner engagement.
• Data Reporting: Document key learnings, workshop attendance, and sign-up conversions as part of the campaign evaluation process.

Deliverables

1. Outreach Database: A list of potential workshop partners, including contact information, organization details, and outreach status.
2. Partnership Proposal Deck: A professional pitch deck to present to potential partners, detailing the collaboration benefits, event structure, and co-branded opportunities.
3. Workshop Plan: A structured outline of each workshop, including content, materials, and key objectives for participant engagement.
4. Promotional Materials: Marketing assets such as flyers, email templates, and social media graphics to promote the workshops.
5. Sign-Up Campaigns: Customized sign-up forms for participants to join the 2026 relaunch waitlist in exchange for access to virtual workshops.
6. Performance Metrics Report: A report detailing workshop outcomes, partner engagement, and sign-up conversions, with actionable insights for future improvement.