Victoria Secret Communication Plan

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 Summary 2
Statement of Corporate Purpose 6
Situation Analysis 6
The issue 6
The Organization 7
Internal environment 7
Public Perception 7
External Environment 7
The Publics 7
Producers 7
Enablers 7
Limiters 8
Customers 8
Key Publics 9
Primary publics 9
Secondary Publics 9
Opportunities 9
Opportunity 1 9
Opportunity 2 9
Opportunity 3 9
Time Frame 9
Budget 9
Communication Goal 9
Position 9
Objectives 10
Objective one 10
Objective two 10
Objective three 10
Objective four 10
Objective five 10
Objective six 11
Objective seven 11
Objective eight 11
Recommended Strategies 11
Strategy one 11
Strategy two 11
Strategy three 11
Strategy four 12
Strategy five 12
Strategy six 12
Theme 12
Key Publics 12
Public one 12
Public two 12
Public three 12
Public four 12
Spokesperson 12
Key Messages 12
Message one 13
Message two 13
Message three 13
Message four 13
Implementation 13
Evaluation 13
Appendix 13

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... [continues]

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