Paul Butland

paullb@telus.net

www.patagonia.ca 

604-732-8670

PR Communication Plan

Introduction:

This PR Communication Plan outlines strategies for promoting Patagonia’s “1% For the Planet”event, taking place on April 10, 2025, at the Patagonia store in Vancouver, BC. The event aims to support environmental non-profits, sustainable practices, and the protection of global air, land, and water. Additionally, it seeks to improve wages for workers facing unsafe conditions and discrimination, particularly women. The event connects environmentalists and organizations that enhance working conditions by empowering employees to drive social and environmental change. It provides a platform for aspiring fashion innovators to explore trends, share ideas, and build connections while reducing Patagonia’s ecological impact and advancing sustainability.

Objectives:

1. Raise awareness of the event among non-profit environmental organizations and their staff by 30% prior to the event date. Meeting this goal will guarantee a wide reach and draw a varied audience to the upcoming occasion.
2. Obtain 500 registrations or RSVPs from members of the target audience. This goal will assess how effective our promotional strategies are in encouraging attendee participation.
3. Achieve media coverage in 10 respected outlets. Gaining attention from leading media channels will bolster the event’s credibility and exposure within the sustainable fashion sector.
4. Enhance brand visibility and positioning as a sustainably conscious leader in the fashion industry. Throughstrategic messaging and engagement, we aim to reinforce 
5. Patagonia’s reputation as an innovative leadershaping the future of environmentally sustainable clothing.

Key Messages:

• Leading-Edge Innovation: Feature the 1% For the Planet event as a showcase for leading-edge fashion fundraising events, encompassing films, discussions, and activities such as yoga and fun runs.
• Networking Benefits: Stress the advantages of participation, such as networking with industry leaders, keynote addresses from esteemed experts, and engaging workshops.
• Dedication to Innovation: Highlight Patagonia’s commitment to promoting innovation in fashion and encouraging collaboration among eco-friendly non-profit organizations, affirming the company’s role as an industry pioneer.

Target Audience:

• Fashion Professionals: This group consists of qualified outdoor experts, recipients of environmental grants, as well as partners and entrepreneurs from the outdoor industry who are looking to gain insights into the newest fashion trends and innovations.
• Employees: Individuals seeking wage improvements while navigating unsafe working conditions, low pay, and job discrimination—primarily affecting women—and who aim to learn from industry experts to advance in their careers.
• Non-Profit Organizations: These organizations focus on the latest news, trends, and innovations in sustainability. They connect with environmentally conscious and affluent consumers, highlighting initiatives that elevate historically marginalized communities within the environmental movement and protect those whose health and livelihoods are jeopardized by environmental exploitation.

Communication Channels:

1.  Social Media:

Leverage Patagonia’s website and social media channels (Twitter, LinkedIn, Facebook, Instagram) to announce events, share sneak peeks, provide behind-the-scenes glimpses, and engage with followers through interactive polls and Q&A sessions.

2.  Email Marketing:

Send tailored email invitations and reminders to subscribers, highlighting new product launches, sustainability updates, and narratives about their social impact initiatives. Emphasize their dedication to environmental responsibility by incorporating educational content emails. 

3.  Press Release:

Distribute a press release detailing the “1% for The Planet” event to media platforms such as Newswire and iTunes to promote the event across the province.

4.  Timeline:         March 17 – Submit event request. 

                       March 24 – Schedule kick-off meeting. 

                       March 31 – RSVP invitations sent out. 

                       April 10 – 1% for The Planet Event

 

Measurement and Evaluation:

• Analytics: Monitor website traffic, page views, and conversion rates to assess the effectiveness of the event campaign in enhancing focus and engagement.
• Social Media Metrics: Monitor social media engagement, including likes, shares, comments, and hashtag mentions to gauge audience interest and sentiment.
• Email Performance: Measure email open rates, click-through rates, and conversion rates to evaluate the effectiveness of email marketing campaigns in driving registrations and event attendance.
• Media Coverage: Monitor media mentions, press release pickups, and article shares to assess thereach and impact of media outreach efforts on event visibility and brand perception.
• Attendee Feedback: Conduct post-event surveys and interviews to gather feedback on eventsatisfaction, content relevance, and areas for improvement to inform future event planning andmarketing strategies.