KraftyMarket PR Campaign: Strategies, Implementation, and Evaluation

This report details a comprehensive PR campaign for KraftyMarket, an online marketplace designed to connect artists and buyers. The campaign addresses challenges such as low brand awareness and lack of artist engagement. The report outlines the issue, proposes solutions including events, social media campaigns, and collaborations with influencers. A detailed SWOT analysis is presented, identifying strengths, weaknesses, opportunities, and threats. The campaign sets behavioral objectives and targets, identifies target audience barriers, and develops a positioning statement. The report further covers strategic marketing mix, media plan implementation, and event implementation. The campaign focuses on motivating artists, increasing website traffic, and fostering a strong brand reputation through creative initiatives and direct engagement. Social responsibility aspects are also considered, with the ultimate goal of establishing KraftyMarket as a leading platform for creative individuals.

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

1KRAFTYMARKET PR CAMPAIGN
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

2KRAFTYMARKET PR CAMPAIGN
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.

3KRAFTYMARKET PR CAMPAIGN
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:

4KRAFTYMARKET PR CAMPAIGN
 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.

5KRAFTYMARKET PR CAMPAIGN
 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?

6KRAFTYMARKET PR CAMPAIGN
“A brand is what a business does, a reputation is what people remember” said by Ted Rubin. The
reputation of the company is one of the most important things because through good reputation
we can reach a wide range of people. We need to focus on the artists that already have a shop in
krafty market because they are the reputation of krafty market which they can promote us by
telling other artists that they are having a good result from us.
The creative mindset awareness campaign will be based in Dubai. This campaign will give the
raw artists the ability to join krafty market by participating in the workshop that will be inspired
by a famous artist and the winner will sign a contract with krafty market to open his shop and be
a part of the krafters .
This event will give kraftiers the ability to participate and have the opportunity to display their
products. In addition, we will give the opportunity for the artists that they are not a part in krafty
market to participate in this event.
Event’s goals:
- Our main goal is to motivate raw artists and encourage them to improve their talent.
- Increase our income by getting a percentage commission of each sold art piece in the
event.
- Increase awareness of our website.
- Direct contact will encourage artists to be part of our group
- Face to face contact and getting to know our team will help create a strong relationship
with our clients, Kraftiers and potential Kraftiers.

7KRAFTYMARKET PR CAMPAIGN
Step 3: The situational analysis (SWOT):
Strength:
 The famous artist to provide tips in the workshop of the event.
 provide activities and gifts for guests and buyers
 Spin and win
 Fun games
 For participates to have free canvases, to create their art and share it and tag
@Kraftymarket, while 3 best creative canvases according to our Krafty team will
have a gift (B2B with our partners: Ladies clubs, art institutions..etc)
 Provide art materials signed by the famous artist with our logo, as gifts to visitors
who will participate in the workshop.
 rewards from participation packages ( silver, gold, platinum) to provide:
 10% on silver package:
 20% on Gold package
 40% on platinum package
 competition between raw artists

8KRAFTYMARKET PR CAMPAIGN
 The participation of a famous inspiring artist will support this awareness by
motivating raw artists to learn new techniques and gain more knowledge from the
artist experience about how to improve their artwork.
 The workshop will include a competition between raw artists and the best artwork
will sign a contract with krafty market to open a shop in the website and be a part
of krafters. in addition this will be spread in magazines and social media.
Weaknesses:
 poor marketing strategy
 new company so not many people know about us
 people prefer to see the artwork physically
 The usual art buyers of an old age, which is a cluster not fund of using the internet. As
such the traffic will not by proportionate with the actual sells.
save time, we provide description
Opportunities:
 the famous artist that has followers and fans that would come for his name.

9KRAFTYMARKET PR CAMPAIGN
 For participates to have free canvases, to create their art and share it and tag
@Kraftymarket, while 3 best creative canvases according to our Krafty team will have a
gift (B2B with our partners: Ladies clubs, art institutions..etc)
 Face to face contact and getting to know our team will help create a strong relationship
with our clients, Kraftiers and potential Kraftiers.
 10% on silver package:
 20% on Gold package
 40% on platinum package
Threats:
 target audience:
 young inspiring artists
 secondary: art collectors
 Visitors
 Shops in krafty market

10KRAFTYMARKET PR CAMPAIGN
Step 4: Set a behavior objectives and targets goals:
We will probably change and enhance people and raw artist to be creative and motivate them to
share their creativity and ideas and help them to take their first step to the art world and share the
talents without being afraid.
there is a lot of people that are creative and have the talents but unfourtunly they did not have the
opportunity to share and improve their talent. we can say that parents and schools are the main
thing that can help and explore the children talents and creativity. for example, كل شخص اجا
عالدنيا عندو شي بيتميز في و بتكون هي الميزه موجوده في من االساس بدون ما حدا يعلموياها او
يدرسا, بتكون شغله من شخصيتو
م ورقص و الرساء و الل الغندريجيان متو تروح منا رح تدرب عليهورا و تا طغله اذا مل شبس ه
الحسابات و التعلم بسرعه
و االساس لما االهل يكتشفو انو ابنون عندن شي مميز الزم يطورو و يشجعو و بالمدارس الي هي البيت
التاني لالطفال لتعلم و اكتشاف العالم بصوره اكبر الزم المدارس و المعاليمات يطورو مواهب االطفال.
in the creative mindset campaign we will show raw artists that it is never to late to show your
creativity and your talents and improve it.
Step 5: Identify target audience barriers:
They don’t have self-motivation, and they know that they have talent and they have creativity but
they are scared and they didn’t have anyone to motivate them, also they feel demotivated that
maybe no one will like their art work for some reasons.
- benefit and motivation:

11KRAFTYMARKET PR CAMPAIGN
- Lack of confidence
- Social barriers and family issues
- Personal barriers
- Unable to provide required time
- Physical barriers like lack of finances
Step 6: Develop positioning statement:
It is important to create a positioning statement. A positioning statement provides a
message that can attract the attention of the target audience. The positioning statement in this
case will also have to attract the attention of the budding creative artists. Hence it is important
that the statement is made in a way that can be effective towards making both the creative artists
and the customers aware of the product and the artist aware of their potential for contributing
towards Kraftymarket. The positioning statement can be: “Let’s celebrate art together”
This will be an important statement as this can attract both the customers and the buyers.
Hence, this statement can serve the purpose of reaching the wider audience. This statement
makes clear the actual intentions of the organization and the exact market specialization of
Kraftymarkets.
Develop strategic marketing mix:
The marketing mix will be divided into many market segregations. The main target
market of Kraftymarket can be divided into people with artistic taste, trendy youngsters or art
students that prefer handmade artistic items and especially women buyers that are more art