1. Executive Summary 小美女 – Xiǎo měin (XM)

This Strategic Event Plan is to hold an Australian launch of women’s apparel designed by 小美女Xiǎo měin (XM). XM is Chinese and her business works from Shanghai, and online. As the briefing paper’s objective is to “make inroads into the Australian fashion market… beginning 2015” and the budget is small a compact and integrated mainly-online campaign will be run by two paid publicists. The event goal is to establish XM in the growing Australian fashion marketplace. Current research did not reveal any Chinese women’s fashion designer with an established presence in Australia today.

The communication goal is to incentivise individuals from the target audiences sufficiently “during and after the launch, [to visit] XM’s website… [to place] internet orders… directly from Shanghai”.

Demographics demonstrate a potential primary target audience pool of around 63,000 girl and lady customers, between 18 and 35 years of age, in the greater Perth region. A key secondary

audience is the Australian online shopper. This is a booming market, and is good as this IMC objective-based mainly-online campaign is based around XM’s already-successful, global e-business site.

So creating pre, during, and post-event environments for external and internal target audience members to exchange information about XM, and mingle with internal publics of key stakeholders; staff, volunteers, consultants, sponsors, and partners. The key stakeholder groups contain key secondary audiences: Chinese-Australian residents and visitors, fashion, design, media and drama students, etc.

The event concept, is that XM’s Australian launch, a photo-shoot at sunrise & sunset, will also work to welcome Chinese New Year (19 February 2015). At the second of the world’s top 10 beaches, Cottesloe Beach, WA, and regardless of on-the-day weather paid professionals, a beach and design

specialist photographer and a fashion photo stylist, will create a uniquely outdoor-Australian beach tableau, to showcase the designer’s recent garments and accessories, across several seasons.

Event planning was constrained by the small initial budget of $15,000 AUD cash. This figure was increased to $30,400 by in-kind contributions of $15,400: ECU equipment-lend, $400, S’Vow PR’s   services $5,000 and $10,000 marketing communication assistance, primarily by ECU,, The WA Chinese Consul office, Town of Cottesloe Council and Surf Life Savers. By November 2014, the publicists will create XM’s Australia Facebook, Flickr & Wiki sites aiming for fifty Australian 3rd-party Facebook visits and fashion blogger 3rd-party entries between 17 November 2014 and 17 March 2015. Regular press releases will be sent to general media publics, and important stakeholders who issue newsletters – ECU, the Chinese Consul office, Cottesloe Shire Council and Surf Life Savers.

Sponsor Edith Cowan University (ECU) will gain exclusive 2014/5 online and physical, badging/branding and total media rights to create, own, use media, and digital recording pre, on-day and post-event. ECU’s substantial communication network will inform their global student body about XM’s event and run the competition where students participate. ECU CareerHub will advertise for the publicists.

To begin inter-action with the Australian community, and create good-will, XM will sponsorCottesloe Surf Life Savers. For an initial period between November 2014 and Chinese New Year February 2016., XM will contribute to Cottesloe Surf Life Savers 10% of profit of online Australian sales and promote this worthy group on her Facebook & website. Only small twice-weekly ads will run in The West Australian. As this newspaper is another, major Cottesloe Surf Life Saving Club sponsor it may be possible to request some editorial about the XM’s event and her sponsoring of the Club.