Strategic Communication Plan for Detalhes Atelier
Larissa Da Silva
Seton Hall University
The purpose of this paper is to develop a strategic communication plan for the Brazilian workshop Detalhes Atelier, a small sewing and quilting workshop that was founded in September 2007 by artists Elo and Sansa in Vitoria, ES/Brazil. The company’s handmade embroidered product line includes aprons, kitchen towels, oven mitts, bread baskets, table cloths, and gift bags and is a success in the company’s local community.
Detalhes Atelier mission is to create beauty with quality, ensuring the satisfaction of consumers. Partners in the workshop and friends in life, the artisans Elo and Sansa take great pride in the quality and exquisiteness of their handmade embroidered products, which are customized according to the season and/or the needs and desires of the client. They also emphasize the relationship dimension of their communication with the customers, which make them extremely trustworthy to the clientele (Robertson, 1998). Therefore, Detalhes Atelier has a strong credibility among its Vitoria’s clients. Indeed, the workshop is well known for its quality work and deadline reliability which has led to an increase in sales.
The company line of products have a high season appeal, thus Detalhes Atelier sales go considerably higher on two holidays: Christmas and Mother’s Day. Consequently, the main strategy of the artisans to deal with the seasonal demand is to build the seasonal stock during the year. From January through May their production is dedicated to supply the local demand plus the build stock for Mother’s Day. From May through December they work on building the supply for Christmas.
Beginning on November 2009 through January 2010, Detalhes artisan Sansa will be in the USA, New York area, to promote the workshop’s handmade embroidered products. Artisan Elo... [continues]
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