"Taking Lexington from a place to live, to a home to love.

"
PR Plan by: Angel Owens

"I have abided by the UNCG Academic Integrity Policy on this assignment. All work
contained within is my own work and follows the guidelines provided above."
Angeleah Owens

Abstract
Thank you for taking the time to review the Public Relations plan for The Curtain
Cottage. This plan was produced in order to assist The Curtain Cottage in creating
strategic relationships in the Lexington Business community. The Curtain Cottage would
like to increase business locally. This plan was devised to appeal to local leasing agents
to suggest the Curtain Cottage to their tenants for their home design needs.
The first section of the plan includes the situational analysis. Here you will find basic
client information, The Curtain Cottage's goals, strengths and opportunities, and a
description of the target public demographic. This part also addresses the strategic
research design. Section two covers the communication objective, spokesperson,
slogan, and spokes entity of the campaign. The third section of the plan contains
communication tactics. Included are details of the final event, publicity contacts, sample
press releases, and a media advisory.
This plan will serve to meet the goals of reaching more local residents by creating
lasting relationships with local leasing agents in Lexington, while maintaining The
Curtain Cottage's commitment to family and home. I look forward to working with you.
Thank you for your attention,
Angel Owens

Table of Contents
Section One: Situational Analysis ..4
Contact Information .5
Hours of Operation ..5
Description of Services ...5
Mission Statement 5
Administrative Staff ..6
Short Term Goals .6
Long Term Goals .....6
Strengths ...7
Challenges .....7
Existing Competitors .8
Government Regulatory Agencies .8
Reference Publications ....9
Channels of Communication ...9
Exhaustive Ranked Labels List of Client Publics .....9
Opportunity Statement ....10
Target Public Description and Defense 11
Target Public Demographics ..11
Target Public Psychographics 12
Defense of Psychographics 12
Strategic Research Design .13
Budget Information ...13
Section Two: Strategic Planning Detail .14
Communication Objective ...15
Message ..16
Spokesperson 17
Spokes Entity .17
Section Three: Communication Tactics 18
Event Description .19
Event Rationale .20
2

Event Timeline .20

Event Day Timeline .21
Event Partners ..21
Partners Rationale ...21
News Release for Print Media 22
News Release for Electronic Media ..24
Social Media Release ..26
Media Advisory.27
Media Contacts ....29
Publicity .29

Section One:
Situational Analysis

Contact Information
The Curtain Cottage
120 S. Main St.
Lexington, N.C. 27292
Local phone: 336-248-8266
Long distance: 800-235-4088
Email: kayla@thecurtaincottage.com
Website: thecurtaincottage.com
Hours of Operation
Monday- Friday: 10a.m.-5p.m.
Saturday: 10 a.m-2p.m.
Sunday: Closed
Description of Services:
The Curtain Cottage is a retail store and website, local to Lexington, NC that offers
everything interior including custom window treatments, shower curtains, home dcor,
bedding, and bath products. They offer window treatments for every budget, including
the option for custom draperies. The Curtain Cottage has attained worldwide recognition
for their ruffled/gypsy curtains. They offer quality products and friendly service.
Mission Statement:
All the Comforts for Your Home.

God first, family second, career third.

Administrative Staff
Kimberly Watson
Owner
336-248-8266

Kayla Watson
Manager
336-248-8266
Kayla@thecurtaincottage.com

Darien Comer
Assistant Manager
336-248-8266
Short Term Goals

To eliminate old inventory in 2016

To bring in new inventory in 2016

To maintain a 100 percent positive home team

To complete the store floor in 2016

To build the business locally by 30 percent in 2016

Long Term Goals

To be the number one place for anything interior, known worldwide by 2026

To continue to be family oriented

To franchise two additional stores in North Carolina by 2026

To participate in bigger showcases in Atlanta and Las Vegas by 2026

Strengths
The Curtain Cottage strives to be a well-trusted family organization with an honorable
name. They take pride in their face-to-face customer service. They seek to provide
clients with southern hospitality. The family atmosphere and staff provide a welcoming
experience to customers. Additionally, staff members are reliable to the business.

The Curtain Cottage recently changed the name and began offering new products. By
introducing fresh perspective and maintaining business staples, the company offers a
wide variety of options for home dcor. The company also provides less expensive
options, in addition to customizable products.

The Curtain Cottage maintains a strong relationship with the city of Lexington,
participating in local events, including the annual Lexington Barbeque Festival. They
enjoy relationships with local interior designers and participate in the High Point
Furniture Market.

Challenges
The location and image of the business presents some challenges. As part of the
uptown Lexington community, the potential customers often assume the products are
out of their price range, so they go to the competition. The Uptown Lexington location
also limits parking for customers.

Potential customers in the area do not know they exist, think they only sell curtains, or
think it is expensive because they know the Curtain Cottage for custom window
treatments. Potential customers are not aware of the affordability of the products.

Existing Competitors
Wal-Mart Supercenter Store #1322
160 Lowes Blvd.
Lexington, N.C. 27292
Phone: 336-243-3051
Website: http://www.walmart.com/store/1322/

Big Lots Store #1005

Norlex Shopping Canter
810 Winston Rd.
Lexington, N.C. 27295
Phone: 336-248-2912
Website: local.biglots.com/nc/lexington/1005

Belk Lexington
69 Parkway Plaza
Lexington, N.C. 27292
Phone: 336-249-3126
Website: www.belk.com

Government Regulatory Agencies

Internal Revenue Service (IRS)
1677 Westbrook Plaza
Suite 160
Winston-Salem, N.C. 27103
Phone: 336-659-2740

Reference Publications

Southern Living Magazine

Channels of Communication

Magazines (Country Sampler, Cappers Farmer)

Social Media (Facebook, Instagram, Twitter)

Website

Word-of-mouth

Interior Designers

Etsy

Ebay

Amazon

Exhaustive Ranked Labeled List of Client Publics

Rank Public

Resource

1.

Current Customers

Reason to exist

External

2.

Future Customers

Reason to exist

External

3.

Administration

Guidance

Internal

4.

Staff

Workforce

Internal

5.

Suppliers

Provide Inventory

External

6.

Media

Information Dissemination

External

7.

High Point Furniture Market

Awareness

External

8.

Competitors

Motivation

External

Internal/External

Opportunity Statement
The Curtain Cottage has relationships with returning customers and local interior
designers. They hope to continue to build these types of relationships and increase
clientele. There is an opportunity to develop a positive image among local
organizations. Creating strategic relationships can help to create a larger client base.
Many people are not aware of the business, so creating a positive image locally will
boost awareness of the business, along with awareness of the quality and affordability
of the products they offer.

The Curtain Cottage values family and hospitality. As their mission statements states,
their goal is to provide "All the Comforts for Your Home." There is an opportunity to
enhance this positive image locally in order to increase business.

http://www.thecurtaincottage.com/pages/about-us

10

Target Public Description and Defense

The Curtain Cottage's target public will be the leasing agent managers at five
apartments in Lexington within a five-minute car drive of the Curtain Cottage. The five
apartments are Forest Ridge Apartments, Fairview Apartments, The Reserve at
Regents Center, Jackson Square Apartments, and Hilltop Terrace Apartments. The
leasing agents have direct contact with the tenants. New tenants of the apartments are
in the market for home dcor and curtains when they move in. Apartments have a high
turnover of tenants, so there is a recurring opportunity to reach new customers, through
leasing agents.

The local community college, Davidson County Community College, does not offer
housing for out of town students, so they list accommodations on the website. The
website lists two of the included apartments, Forest Ridge Apartments and Fairview
Apartments, on the website. New students to the area will come in about every two
years for new programs.

The tenants of these apartments fit into the age and budget demographic that the
Curtain Cottage hopes to appeal to as new clients. The tenants of the apartments
represent wide range of budget to whom the Curtain Cottage appeals.

www.davidsonccc.edu/hotel-and-housing-information

Target Public Demographic

The target public demographic is the five leasing agent managers at selected
apartments within a five-minute car drive of the Curtain Cottage. The five apartments
are Forest Ridge Apartments, Fairview Apartments, the Reserve at Regents Center,
Jackson Square Apartments, and Hilltop Terrace Apartments. The leasing agents at the
apartments have established relationships as the points of contact for tenants.

11

Target Public Psychographics

Achievers
As a consumer group, Achievers have high resources and an Achievement motivation.
Members of this group typically:

Have a "me first, my family first" attitude

Believe money is the source of authority

Are committed to family and job

Are fully scheduled

Are goal oriented

Are hardworking

Are moderate

Act as anchors of the status quo

Are peer conscious

Are private

Are professional

Value technology that provides a productivity boost.

http://www.strategicbusinessinsights.com/vals/ustypes/achievers.shtml

Defense of Psychographics
The leasing agent managers fit into the psychographic of achievers. This group works
to rent apartments out to prospective clients. They are professional, hardworking, and
goal oriented. The nature of the job requires them to be scheduled and committed to
their career.

12

Strategic Research Design

In order to gather information from the target public, there will be informal, primary
research conducted. The research will be mainly quantitative, with a few qualitative
questions. A personal meeting will take place with each of the leasing agents in order to
collect data. This will be a chance to find out more about the apartments and to
introduce the business to the leasing agents.

The qualitative questions will address if the leasing agents are familiar with the Curtain
Cottage, if they refer clients to stores or interior designers, and if they refer tenants, to
where? Additional questions would address the values of the business itself.

Quantitative research collected will reflect the number of tenants and turnover rate of
tenants. Additional quantitative questions will consider the needs of the tenants,
including design budgets and what interior items they need when they move in.

The answers to the questions will help to establish if the relationship with the target
public will benefit the Curtain Cottage, by reflecting their values and helping to achieve
their goals.

Budget Information
The budget for this plan will be $750.

13

Section Two:
Strategic Planning Detail

14

Communication Objective:
To motivate three out of five local leasing agents to recommend The Curtain Cottage to
new and current tenants. The primary goal is behavioral because the plan aims to
motivate action from the leasing agents. By dispensing information and building
relationships, the goal is to convince the leasing agents to refer their tenants to the
Curtain Cottage for their home dcor shopping. In order to achieve this motivation, the
secondary goal is informational and attitudinal. It is important to dispense information
from The Curtain Cottage to the leasing agents and to convince them that The Curtain
Cottage is a good local business to support. This plan will take place over the course of
the next year, beginning May 1, 2013 and ending May 1, 2017.
By motivating three out of five leasing agents to recommend The Curtain Cottage to
tenants of their apartments, the plan will contribute to achieving the short-term goal of
building local business by 30 percent in 2016. The plan will also help The Curtain
Cottage eliminate old inventory, by increasing in-store traffic. Additionally, this plan will
aid in the long-term goal of becoming the number one place for interior home dcor
worldwide; once the business meets local goals, they can focus on expanding to a
larger market, both online and through franchises.
Success will be based on obtaining the relationship with three out of the five target local
apartment-leasing agents because the pre-program benchmark is zero leasing agents.
The post-program benchmark is obtaining three leasing agents who agree to
collaborate with The Curtain Cottage. If three of the five are motivated to suggest The
Curtain Cottage to their tenants for their home dcor needs, the goal then has been
reached.

15

Message
"Taking Lexington from a place to live, to a home to love."
This message appeals to the target public of leasing agents because as "achievers"
they are hardworking individuals concerned with family and career. One main aspect of
their job is securing new and renewing existing leases; therefore, the leasing agents are
concerned with making sure the tenants are comfortable and feel at home. As the
mission statement, "all the comforts for your home" suggests, The Curtain Cottage also
seeks to provide a comfortable home environment for customers. Because the message
appeals to family values, and deals directly with the professional concerns of the leasing
agents, this message is appropriate for the plan. The message is phrased in terms of
achieving a goal, which will appeal to the "achievers" psychographic because they are
goal oriented.
Spokesperson
For over 20 years, the Watson family has owned and operated The Curtain Cottage.
Kayla Watson, daughter of owner, Kim Watson, recently joined the family business as
the manager of the store. She is responsible for the new website and social media
marketing. She runs the store and works in the store most days. Kayla Watson knows
the business well and embodies the family values of the business; therefore, she is the
ideal spokesperson for the plan.
Kayla will appeal to the target public because, like the leasing agents, she fits into the
psychographic of "achiever". As the manager of the store she is a reputable source
about the store and can relate to the values of being a goal oriented, organized, and
hard working professional. Much like the target public, she is committed to career and
family.

16

Spokes Entity

The spokes entity is an image of curtains pulled back to reveal the message. Because
"achievers" are job-oriented, it is appropriate to include a psychographic dealing with
the specific business." Achievers" are goal oriented. The goal of the leasing agents in
their job is to gain and maintain leases with tenants. One way they do that is by making
the tenants feel at home, and this entity deals with that specific objective. The script and
the image are simple and easily communicate the goal.

17

Section Three:
Communication Tactics

18

Event Description:
For the final event, the Curtain Cottage will host a lunch for the leasing agents,
apartment managers, and their families. The lunch will be held on Sunday, April 22,
2017 at 12:30 p.m. The event will be held in a room at Caf 35, a local restaurant in
Uptown Lexington. This is local to both the Curtain Cottage and the apartment
complexes.

Kayla Watson, the manager and spokesperson, will host the event with her family,
including her mother, the owner of the Curtain Cottage. This will serve as a time for the
Curtain Cottage to say thank you to the leasing agents and apartment managers for
working with them and suggesting the Curtain Cottage to their tenants for their home
dcor needs. The Curtain Cottage will pass out a gift of candles from the store and a
frame inscribed with the campaign message, "Taking Lexington from a place to live to a
home to love", to each of the leasing agents and managers.

In order to receive feedback, each leasing agent will receive a personal phone call to
follow up after the event. This phone call will address the success of the event, including
the venue and the gift, and their likelihood to continue to suggest the Curtain Cottage to
their tenants.

19

Event Rationale
The main purpose of this event is to solidify the Curtain Cottage's relationship with the
apartments and to extend thanks for suggesting the Curtain Cottage to the tenants for
home dcor needs. For this last event, it is important for the leasing agents to invite
their immediate family, including children, their managers, and their manager's families.
Because the psychographic of both the Curtain Cottage and leasing agents is
'achievers', family and business are of the highest import. The atmosphere will be
professional and family oriented. The gifts will serve as a professional thank you to the
target demographic and their bosses.

The location at Caf 35 is local to all parties and fits with the slogan, "Taking Lexington
from a place to live to a home to love". The venue is small because the guest list is
small.
Event Timeline
Feb. 1, 2017

Call Caf 35 to reserve the space.

March 10, 2017

Email invitations and mail formal invitations to leasing agents.

March 29, 2017

Buy supplies for gifts.

April 2, 2017

Put together gifts for guests.

April 17, 2017

Call guests as a friendly reminder about the event and get a final
head count.

April 22, 2017

Event at Caf 35

April 23, 2017

Call leasing agents for feedback.

20

Event Day Timeline

12:20 p.m.

Arrive at Caf 35 to set up.

12:30 p.m.

Guests arrive.

12:35 p.m.

Spokesperson, Kayla Watson, begins the event by welcoming guests on

behalf of the Curtain Cottage family.

12:40 p.m.

Lunch is served.

1:30 p.m.

Kayla will give a last thank you and pass out gifts and brochures.

Event Partners
Caf 35 will provide the venue and food for the event.
Partners Rationale
Caf 35 is local to Uptown Lexington. The restaurant has a family atmosphere, and is a
frequented lunch venue for individuals who work in Lexington. This is a good
relationship to make in Lexington.

21

120 S. Main St. / Lexington, NC 27295

NEWS RELEASE

April 23, 2017

Contact Information:

FOR IMMEDIATE RELEASE

Angel Owens
Office: 336-239-1845
Apowens2@uncg.edu

LOCAL BUSINESSES TEAM UP TO MAKE LEXINGTON HOMEY

The Curtain Cottage Hosts Leasing Agents from Local Apartments

LEXINGTON, NC- The Curtain Cottage, a local home dcor store, hosted a luncheon
on Sunday, April 22 for local apartment leasing agents and managers from Forest Ridge
Apartments, Fairview Apartments, and The Reserve at Regents Center and their
families at Caf 35. This event marks the start of a relationship between the home dcor
store and the apartments serving to make Lexington feel like home.
"For us, home and family go hand in hand, and family is the most important thing.
We want to be a part of making Lexington feel like home," said Kayla Watson, manager
of The Curtain Cottage.
Forest Ridge Apartments leasing agent stated, "To build a sense of community
here in Lexington, it is important for local businesses to work together. We are glad to
be a part of that"
For more information, please contact Angel Owens at 336-239-1845 or by email
at apowens2@uncg.edu. You can also visit The Curtain Cottage website at
http://www.thecurtaincottage.com.
-more-

22

The Curtain Cottage and local apartments strive to build relationships in the
community of Lexington. These local businesses use the slogan, "Taking Lexington
from a place to live to a home to love."
- ### -

23

120 S. Main St. / Lexington, NC 27295

NEWS RELEASE

April 23, 2017

Contact Information:

FOR IMMEDIATE RELEASE

Angel Owens
Office: 336-239-1845
Apowens2@uncg.edu

LOCAL BUSINESSES TEAM UP TO MAKE LEXINGTON HOMEY

The Curtain Cottage Hosts Leasing Agents from Local Apartments

LEXINGTON, NC- The Curtain Cottage, a local home dcor store, hosted a luncheon
on Sunday, April 22 for local apartment leasing agents and managers from Forest Ridge
Apartments, Fairview Apartments, and The Reserve at Regents Center and their
families at Caf 35. This event marks the start of a relationship between the home dcor
store and the apartments serving to make Lexington feel like home.
"For us, home and family go hand in hand, and family is the most important thing.
We want to be a part of making Lexington feel like home," said Kayla Watson, manager
of The Curtain Cottage.
Forest Ridge Apartments leasing agent stated, "To build a sense of community
here in Lexington, it is important for local businesses to work together. We are glad to
be a part of that"
For more information, please contact Angel Owens at 336-239-1845 or by email.
You can also visit The Curtain Cottage webpage.
-more24

The Curtain Cottage and local apartments strive to build relationships in the
community of Lexington. These local businesses use the slogan, "Taking Lexington
from a place to live to a home to love."
- ### -

25

Social Media Release:

Twitter: Great lunch with Forest Ridge, Fairview and the Reserve at Regents Center
making #Lexington a #hometolove
Instagram: a photo of all of the event guests with the caption "Great lunch with Forest
Ridge, Fairview and the Reserve at Regents Center making #Lexington a #hometolove"

26

120 S. Main St. / Lexington, NC 27295

MEDIA ADVISORY

Media Contact:
Angel Owens
Phone: 336-239-1845
Email: apowens2@uncg.edu

LOCAL BUSINESSES TEAM UP TO MAKE LEXINGTON HOMEY

The Curtain Cottage Hosts Leasing Agents from Local Apartments
April 22, 2017 Lexington, NC Local businesses come together to make Lexington
feel like home for apartment tenants.

WHAT: The Curtain Cottage hosts leasing agents from local apartments for a family
lunch as a thank you for working together.

WHEN: April 22, 2017 at 12:30 p.m.

WHERE: Caf 35 in Uptown Lexington

WHO: Kayla Watson, The Curtain Cottage manager

Kim Watson, The Curtain Cottage owner

Media Opportunities: Apartment managers and leasing agents will be in attendance, as

well as the owner and manager of The Curtain Cottage. All will be available for interview
and photograph following lunch.
-more27

Visuals:

For more information, please contact Angel Owens at 336-239-1845 or by email at

apowens2@uncg.edu. You can also visit The Curtain Cottage website at
http://www.thecurtaincottage.com.
The Curtain Cottage and local apartments strive to build relationships in the
community of Lexington. These local businesses use the slogan, "Taking Lexington
from a place to live to a home to love."

- ### -

28

Media Contacts
Our State Magazine
Monthly
160,000 copies
Our State
P.O. Box 4552
Greensboro, NC 27404
Phone: 336-286-0600
Fax: 336-286-0100
Email: editorial@ourstate.com

The Dispatch
Daily
7,679 copies
Lifestyle Editor Jill Doss-Raines
P.O. Box 908
Lexington, NC 27295
Phone: 336-249-3981 x219
Fax: 336-249-0718
Email: jill.doss-raines@the-dispatch.com
Publicity
Controlled:

Email to leasing agents

Mail

Printed brochures

Follow up phone calls

Uncontrolled:

Press Release

Word of mouth

New coverage (post-event) from local media

29

Appendix
Sources for Demographic and Psychographic Data:
Apartment Information, (n.d.) Retrieved from
https://www.davidsonccc.edu/hotel-and-housing-information

Apartment Locations, (n.d.) Retrieved from

https://maps.google.com/

The Curtain Cottage, (n.d.) Retrieved from

http://www.thecurtaincottage.com/

VALS Types. (n.d.) Retrieved from

http://strategicbusinessinsights.com/vals/ustypes.shtml

Watson, Kayla. (2016, February 23). Interview with Kayla Watson, Manager, The
Curtain Cottage, 120 South Main Street, Lexington, NC.

30

Infographic

31