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Victoria Secret Communication Plan

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Victoria Secret Communication Plan

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  • April 21, 2011
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Page 1 of 10
4/8/2011
[Type the document subtitle] | Melissa& Brittney|

Victoria’s Secret| Strategic Communication Plan|

Victoria’s Secret| Strategic Communication Plan|

Executive Summary

Table of Contents
Executive Summary2
Statement of Corporate Purpose6
Situation Analysis6
The issue6
The Organization7
Internal environment7
Public Perception7
External Environment7
The Publics7
Producers7
Enablers7
Limiters8
Customers8
Key Publics9
Primary publics9
Secondary Publics9
Opportunities9
Opportunity 19
Opportunity 29
Opportunity 39
Time Frame9
Budget9
Communication Goal9
Position9
Objectives10
Objective one10
Objective two10
Objective three10
Objective four10
Objective five10
Objective six11
Objective seven11
Objective eight11
Recommended Strategies11
Strategy one11
Strategy two11
Strategy three11
Strategy four12
Strategy five12
Strategy six12
Theme12
Key Publics12
Public one12
Public two12
Public three12
Public four12
Spokesperson12
Key Messages12
Message one13
Message two13
Message three13
Message four13
Implementation13
Evaluation13
Appendix13

Statement of Corporate Purpose

Victoria’s Secret was first launched in San Francisco, California by Roy Raymond in 1977. He opened the first store at a Stanford Shopping Centre in Palo Alto, and quickly followed it with a mail-order catalogue and three other stores. The chain was started with men in mind; their goal was to make intimate apparel shopping easier for men, by offering an uncluttered store front, and friendly sales clerks. In 1982 after 5 years of operation Raymond sold the Victoria’s Secret Company grossing $6million per year to Leslie Wexner, creator of the Limited brand for $4million. The limited brand quickly opened several stores across the United States, helping to put a higher class of intimate apparel on the map. The US...