PRA 420 - Producing Commercials

Running head: KRAFTYMARKET PR CAMPAIGN
KRAFTYMARKET PR CAMPAIGN
Name of the Student
Name of the University
Author Note

KRAFTYMARKET PR CAMPAIGN1
Table of Contents
Introduction:....................................................................................................................................2
Campaign Planning and Implementation.........................................................................................3
Step 1: Describe the issue:...........................................................................................................3
Step 2: our solutions:...................................................................................................................3
Step 3: The situational analysis (SWOT):...................................................................................7
Step 4: Set a behavior objectives and targets goals:..................................................................10
Step 5: Identify target audience barriers:...................................................................................10
Step 6: Develop positioning statement:.....................................................................................11
Step 7: Implementation of Media plan......................................................................................12
Step 8: Event implementation....................................................................................................14
Competitor’s campaign: Comparative Analysis............................................................................16
Importance of campaign................................................................................................................17
Social responsibility.......................................................................................................................19
Conclusion.....................................................................................................................................21
Bibliography..................................................................................................................................22

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Introduction:
We live in a world where we always face complex problems that need creative solutions to
improve our way of living. Creativity is a way of living, we think about creativity as creating
something, but actually the main meaning of the creativity is 'to grow'. Being creative help you
to be a better problem solver in every situation you face in your life.
We are all creative beings. Everyone is creative in his own way and we show our creativity and
ideas in different ways such as Painting, designing, way of learning, a way of find solutions, way
of working and reaching goals. Most people they don’t have the ability to share their creativity
and ideas because they don’t have the tool to make them more powerful to speak and share their
ideas.
Krafty Market’s team is a passionate team of art lover where they are interested to share the
ideas and artwork of the creative people and artists. They believed in the abilities of upcoming
artists, they saw beyond the unique creative pieces and understood that being creative is not
enough; they needed to identify and address the challenges faced in turning crafts into a business.
That’s why they designed an outlet to showcase art and ensure talent sustainability.
Krafty market is an online marketplace where people can buy all sort of unique, vintage and
handmade products in one unique marketplace. The idea of it is to help creative people to sell
their products online, help them by setting up a store in the website where they can upload their
products and start selling.

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Campaign Planning and Implementation
Step 1: Describe the issue:
Kraftymarket is a new online marketplace where artists and creative people can open a store in
the website and start to sell their artwork online. however, as a creative website that was created
for creative people we need to be offering and creating creative events, campaigns, creative
techniques to reach people and inspire artist to know about krafty market.
The issue that krafty market facing is that the website is not known and people are not aware of
what krafty market is about. Also we are losing the trust of the artists that already have a shop in
the website because there is no wide range of buyers and we are not providing activities and
events.
To sum up Kraftymarket’s current situation:
-Loss of products: because our artists do not see rewards from our website.
-Loss of website visitors: because our website is not regularly updated due to loss of
products.
-Loss of marketing creativity: which we will be focusing on in our campaign.
Step 2: our solutions:
As Krafty market marketing team, our goals:

KRAFTYMARKET PR CAMPAIGN4
Reach a wider range of potential artists.
Reach wider range of buyers
Bring traffic to the website
Extend the reach of artists already showcasing with Krafty Market
Encourage existing Kraftiers to participate with more krafty market
Create a contract between Krafty market and Kraftiers to be their exclusive shop
How? Create an event in UAE:
Send an awareness email to artists that we are interested in to be a part in krafty market.
Create a panel and use it in different events in Dubai. Ex, ripe market in the time square,
‘women only bazaars’, artists bazaars, arts institutions, ladies club in Dubai, Sharjah, Abu
Dhabi, Alain....etc
Place a billboard in D3 Dubai Design District, City walk, Ladies club in Dubai, Sharjah,
Abu Dhabi, and Alain.
Create a short video that contains a creative story that inspires raw artists.
Educational places: universities, schools.
Malls like mall of Emirates, Dubai mall, Mercato, Festival mall.
Different bazaars to be sponsored by us.

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For active Kraftiers who has 20-30 art works will have the opportunity to have a contract
in different bazaar halls to offer discounted counters renting prices.
Send Kraftiers a weekly report of number of their shop visitors along with guidelines and
tips of how to develop and improve their shops.
Create a short video introducing and marketing krafty market and share this video on
instagram, facebook, krafty website.
Create an event. Ex, create an event that include all the artists in kraftymarket and contact
a famous artists to be involved in this campaign.
Create more than one event per year.
Send kraftiers a monthly email so they do not forget that they have a shop in krafty.
Social media campaign on Facebook, Instagram with weekly scheduled posts:
For posts to be in high traffic timings
To tag artists in posts
Engage people with our posts: personal tests and games to bring more active users
to our social media pages.
Provide discounts for active users.
Contract with local influencer and bloggers to promote kraftiers artwork.
How to improve our brand?