1. Budget: $10,000

2. Background
Discount Dance Supply has been in business for more than 40 years. The company is passionate about dance and are involved in the local dance community. Discount Dance Supply is the leading dance wear catalogue and online retailer in the United States with the largest selection of name brand products at the absolute lowest prices. They are dedicated to providing excellent product by the highest standard in customer service.

3. Background
The company wants to open the campaign called ‘dance for your life’ because the reality of dance world is not as graceful as it seems. Dance is very rigorous and very competitive. In the dance world, the instrument that dancer use is their own body. The percentage of dances with eating disorders had spiked up in the past few years. 83% of the dancers met lifetime criteria for an eating disorder: 6.9% for anorexia nervosa, 10.3% for bulimia nervosa, 10.3% with both and 55% for eating disorders not otherwise specified. The demand of having to look thin and light causes dancers to develop an eating disorders. Even if eating disorder seems to be an “easy way out” but because dance requires plenty of energy and strength, in the long run, eating disorders actually develop negative effects on dancer both physically and mentally. Because of these reasons, the dancers should take care themselves and the company should help dancers to carry out hobby or professions in healthy ways.

5. Key Communication
Support “Dance for your life” for Eating Disorder Awareness Week with American National Health organization
Survey about Eating Disorder
Company’s name – Discount Dance Supply
Discount Dance Supply, the biggest dance wear retailer in the country.
Wear free “Dance for your life” T-shirt to support Eating Disorder Awareness Week.

6. Release date: 7 February 2016
Key Communication
Meet Misty Copeland at the campaign and win a chance to see American Ballet Theatre
Contact information – websites: telephone: /
Release date: 7 February 2016
“Dance For Your Life!”

7. Target Audience
Primary: Pre- professional dancers and dance students From lower middle class
age between in the United States
Secondary: Mothers of primary’s target audience
Age between 30 – 50

8. Demographics
Primary – Trendies/ Emulators,/tribe wired digital and Fun/Aspirational/
Secondary – family life cycle: Full nest2/ Home soldiers home/caring/Influential mums

10. Key Objectives
To gain as many members and subscribers as possible to the website
To raise awareness on eating disorder in the dance world
To create Discount Dance Supply as the first choice retailer for dancers
Position as the best and biggest venue to shop for dance supplies.
To promotes strong and healthy dancers to love themselves and do what they love.

11. PR Strategy
Support and promote “Dance for your life” a new national health campaign that encourage Americans to dance their way toward an active and healthy life style.
To gain good reputation of the company by setting the campaign
To increase the brand awareness through media
Distribute “Dance for your life” T-shirt to support Eating Disorder Awareness Week.
Advertise the campaign with the talent
Create a survey
Partnership with American Ballet Theatre

12. Men’s Press: Men’s Health,
Target Press
Men’s Press: Men’s Health,
Women’s Press: Women's Health, Woman, Instyle, Seventeen, Dance Magazine,
Online Press: Times, BBC, CNN, Fox American National Health Organisation, American Ballet Theatre, Dance Blogs

13. PR Ideas

14. PR Ideas Rationale Target Media Cost
Survey about Eating Disorder (Survey from American National Health Organisation & survey from 1000 dancers)
To raise awareness among dancers how dangerous the disorder is and how many people have faced the eating disorder
Online Newspaper
Magazine
$500
Interview with Misty Copeland
She is an professional dancer, who is the first black women who became the main dancer, even she had eating disorder and through her interview the target audience can get encouragement and support from her
$5,000
Eating Disorder Awareness Week
There is Eating Disorder awareness week which has set by American National Health Organisation, so through partnership, the company can help to set up the event with the organization.
N/A

15. Guest Speakers/ Talents - Miko Forgarty, Misty Copeland
Promotional Partners
National Health Organisation – support the events to be held and provides information regarding Eating Disorder (eg. Survey and detailed information about the disorder)
Guest Speakers/ Talents - Miko Forgarty, Misty Copeland
American Ballet Theatre – For people who participate in the event can win a prize to follow a day of Misty Coperland, and can win a prize to go to American Ballet Theatre to see a dance show

17. Press Releases
5 November 2015

18. Dance for your life