Public Relations Plan for The Red Eye Flight

Introduction
The Red Eye Flight will celebrate the launch of its spring 2013 Supply The Demand line on Dec. 1, 2012 at the University of Southern California through a basketball scrimmage between seniors and freshmen. The Red Eye Flight is a premier purveyor of quality street wear inspired by the Los Angeles lifestyle and California culture. The purpose of this public relations plan is to raise awareness of The Right Eye Flight to its target audiences.

Research
Pen and Paper Public Relations will conduct telephone surveys, face-to-face questionnaires and focus groups to determine the target audiences for The Red Eye Flight. Research questions will include: What is your age and gender? What zip code are you located in? What is your marital status? Do you have any children? How many? What is the highest level of education you completed? What is your occupation? What is your annual income? Which media outlets do you frequent? Would you purchase the products distributed by The Red Eye Flight? If so, how much would you pay for it? Would you consider yourself a fashionable person? Where would you wear the products by The Red Eye Flight?

Research findings indicate that one of the target audiences are boys ages 1218. These boys are students in intercity public schools. The media outlets they frequent are BET, MTV, and ESPN. The boys are dependent on his family for income until they are old enough to obtain a workers permit accumulating $7,000 to $7,500 annually. These boys enjoy playing basketball and football after school. They would wear the product while hanging out with friends at the movie theatre, school, or theme park. Research findings indicate that another target audience is college students age 17-27. These full-time students are working part-time with a low income that ranges from $10,000 to $12,000 annually. These students enjoy shopping, eating at restaurants, attending college parties and meeting people at local bars or clubs. Their favorite genre of music includes indie, hip-hop, rap and R&B. The media outlets they frequent include E News, BET, ESPN, GQ Magazine and Nylon Magazine. These college students would wear the products on campus, local events, casualattire bars or college parties.

Objectives
Informational- Pen and Paper Public Relations will raise awareness of The Red Eye Flights Supply The Demand line. Attitudinal- Pen and Paper Public Relations will convince the target audiences that The Red Eye Flights products will enrich their lives by being trendy, savvy and affordable for a young lifestyle. Behavioral- Pen and Paper Public Relations will persuade the target audience to purchase the Supply The Demand line.

Programming
Pen and Paper Public Relations will coordinate with the public relations for USC to host The Red Eye Flights launch event from 12 p.m. to 5 p.m. on Saturday, Dec. 1, 2012, at the University of Southern California. This event is geared toward the target audience of college students ages 17-27 to attend the basketball game between seniors and freshmen. The opposing teams will compete for the title as the Captain and win new merchandise from The Red Eye Flight. Prior to the game, the USC alumni will host a tailgate from 12 p.m. to 3 p.m. for the public to attend. Post tailgate, the public will be escorted inside the gym to watch the game. The tickets to attend the game will be $10 for college students and $20 for any other guests. The event is specifically marketed towards California state schools up and down the coast. The team will consist of freshmen and seniors from California colleges. The proceeds of the game will be donated to A Place Called Home charity to support its efforts in helping the youth maintain a strong desire for academic and personal excellence.

Media Tools
Pen and Paper public Relations will distribute press releases, multimedia releases, fact sheets, bios, newsletters and media alerts to the target media outlets.

Media Strategy
Pen and Paper Public Relations will target the following media outlets: Television- Black Entertainment Television (BET), Music Video Television (MTV), E News, ESPN CNN.

Magazines- GQ Magazine, Nylon Magazine, Esquire Magazine, Sports Illustrated, Nylon Guys Magazine.

Newspapers- Los Angeles Times, Washington Post, New York Times, The Daily News, The Huffington Post.

Radio- 102.7, 97.1, 106.7, 105.9, 98.7. Internet- Promoted tweet on Twitter.com, TheRedEyeFlight.com, USC.edu, ESPN.com, ncaa.com

Evaluation
Informational- Pen and Paper Public Relations will measure media hits on the target media outlets website to determine if the plan raised awareness about The Red Eye Flight. Attitudinal- Pen and Paper Public Relations will conduct post-event surveys to determine if attitudes about The Red Eye Flight changed. Behavioral- Pen and Paper Public Relations will measure sales of The Red Eye Flight to determine if the plan met its behavioral objectives and expectations.

November 27, 2012 Senior Editor Nylon Magazine 110 Greene Street, Suite 607 New York, NY 10012 Dear Ms. Diane Vadino, The Red Eye Flight is a lifestyle clothing line delivering iconic designs and superior quality merchandise to college students across America. Founder, Henry Oh cultivated the premier quality street wear inspired by the Los Angeles lifestyle and California culture in 2011. Oh gained experience from working under the Foreign Family brand but decided to branch out on his own to fulfill his dreams. At 20, Oh managed to work out of his mothers home to design a functional website and marketing campaigns for the birth of The Red Eye Flight. College students are avid supporters of The Red Eye Flight, which contributes back to the creative, artistic Korean American community based in Los Angeles. The Red Eye Flight hosts multiple pop-up shops and sponsors art gallery viewings to show support in the Los Angeles creative culture. I believe a feature story on Ohs work ideas, career and latest release is relevant to your readers since they appear focused on new trends and affordable fashion breakthroughs especially pertaining to college students. I will give you a call next week to see if this story idea is of interest to you. Sincerely,

Lauren Kim Pen and Paper Public Relations Publicist (213) 820- 0051

November 27, 2012 CONTACT: Lauren Kim (213) 820-0051 FOR IMMEDIATE RELEASE

THE RED EYE FLIGHT LAUNCH EVENT TO BE HOSTED BY USC ALUMNI

College Students to Attend Senior and Freshmen Basketball Game and Tailgate Party
The Red Eye Flight will release its spring 2013 clothing line, Supply The Demand, on Dec. 1, 2012 by throwing a college basketball game and tailgate party hosted by the alumni of University of Southern California. The Red Eye Flight provides the college community with affordable, fashionforward clothing that embodies the authentic meaning of Los Angeles street culture, said Henry Oh, 21, founder of The Red Eye Flight. We believe in the streetinspired looks with raw and quality material of our clothing, but we especially believe in the Los Angeles culture and California lifestyle we are promoting. The launch event will be held on the University of Southern Californias campus starting with an open tailgate party at 12 p.m. Students with valid collegeidentification cards will be able to purchase tickets for $10, everyone else will be charged $20. The proceeds will be donated to A Place Called Home, a safe haven for underserved youth to take ownership of the quality and direction of his or her life through free educational programs. --more--

THE RED EYE FLIGHT USC BASKETBALL LAUNCH EVENT Page 2 The basketball game will be between a senior and a freshmen team with a roster compiled from students who sign up through www.theredeyeflight.com after managing a small fee. The winning team will receive new merchandise from The Red Eye Flights new collection. The Red Eye Flight mens products range from soft, premium quality cotton tshirts, hooded zip-up sweaters and crew necks in an multiple styles and colors. Recently, The Red Eye Flight dropped a single style of a womens crop top with future plans to release more. The Red Eye Flight is dedicated to showcasing styles appropriate and affordable to the street wear culture. Our goal is to provide our customers with topquality merchandise envisioning the creative and artistic culture of the Los Angeles lifestyle, said Oh. The purpose of the basketball game is to create an active, healthy environment for college students to celebrate unity between California state schools and student body. Im excited to play for the freshmen team representing CSUN, my brother attends USC, and hes playing on the senior team, said Charles Baton, 18. It will be a game well never forget, thanks to The Red Eye Flight, even when were not living at home together, we can still spend time with one another. ### The Red Eye Flight is a casual street wear line catering to the needs of active sneaker and fashion enthusiasts. Its purpose and mission are to promote the Los Angeles culture and California lifestyle through its interpretation of trendy highfashion designs.

Long Biography Henry Oh The Red Eye Flight

Henry Oh, 21, works as a production assistant for Lotte Entertainment participating in the development of the Korean Pop epidemic as well as contributing time to release the spring 2013 line of The Red Eye Flight. Henry Oh began his journey in the street wear industry as an intern at Foreign Family, a Los Angeles street brand dominating in fashion capitals such as Tokyo and Paris. As an intern for Foreign Family, Oh worked closely in the marketing department contributing ideas and updates to the blog and multiple social media outlets. He then worked his way into the design department expanding his knowledge in the street wear industry by producing original hand-drawn, trendsetting designs. He began his inception for The Red Eye Flight in the summer of 2011 and released his first line on April 20, 2012 along with the opening of the first Red Eye Flight store on 3905 6th street, Los Angeles. He collaborated with local artist, Tommy Yoon, a political photographer, demonstrating his rights through the vision of his lens, in order to capitalize on the first Red Eye Flight retail store, which was shared space for an art gallery. In May 2012, Oh organized an art gallery viewing for local artists in Koreatown, Los Angeles. Tommy Yoon, Tina Kim and local graffiti artist, Chad 44 acted as primary hosts in addition to local rapper, Dumbfoundead. As a production assistant, Oh works closely with the cinema department developing music videos and commercials with mainstream K-pop artists. Recently, he participated in one of the scenes with music sensation, Hyuna for a record off of her new album. Founder of The Red Eye Flight, Oh is a Los Angeles native currently enrolled at Santa Monica College, working to transfer to the University of California Los Angeles.

Short Biography Henry Oh The Red Eye Flight

Henry Oh, production assistant for Lotte Entertainment and founder of The Red Eye Flight is releasing his spring 2013 clothing line in April. Oh received experience in fashion design from Foreign Family during his interning period. He currently attends Santa Monica College and working towards graduating from University of California Los Angeles.

Short Biography Henry Oh The Red Eye Flight

Henry Oh, founder of The Red Eye Flight is releasing his spring 2013 clothing line in late April.

Backgrounder The Red Eye Flight

The Red Eye Flight is the only Los Angeles-based clothing company with hand-drawn designs cultivating the Los Angeles culture and lifestyle. The company aims to empower young adults and the youth to preserve the traditional Los Angeles atmosphere through the visual, intricate graphics on its quality merchandise. History The Red Eye Flight began its departure in 2012 when the companys founder, Henry Oh, conceptualized the brand while doodling in his modcloth sketchbook on a warm summer afternoon at a pocket park bench in downtown Los Angeles. Once the dream fixated into the fashion-forward thinking mind of young, Henry Oh, he began his pursuit to enlist a close, silent partner to turn The Red Eye Flight into a reality. Oh managed to finance the start of The Red Eye Flight after long hours of working as a server at a sushi restaurant in Glendale, Calif. In April 2012, Oh launched the first line of The Red Eye Flight through its online shop marketing to consumers via social networking sites. Word-of-mouth and online networks contributed to the growth and support factor of the brand. More than 200 people attended the grand opening of the retail store in late April 2012. Mission Statement Inspiration and design ideas come from anywhere and everywhere. The Red Eye Flight focuses its design around the Los Angeles culture and California lifestyle.

The Red Eye Flight offers a way for young people to showcase a unique style especially focused around the Los Angeles culture. It provides the public with avantgarde fabrics and quality merchandise. Current Operations The Red Eye Flight is in its second year of operation. This year The Red Eye Flight estimated $5,000 in net sales with 5 loyal employees running its entire operation. The Red Eye Flight and its products are currently available online on http://theredeyeflight.com. Products The Red Eye Flight produces clothing in a range of styles. The first collection released in April 2012, consisted of graphic t-shirts, pull-over sweaters, crewnecks. Each item is delivered with savvy, intricate designs promoting the Los Angeles culture. Community Outreach The Red Eye Flight works closely with local artists in the spectrum of photography, music, illustration and digital art. The Red Eye Flight practices charitable work by collaborating with underground artists in efforts to crosspromote one another. Future Plans In todays fast-paced global economy, The Red Eye Flight anticipates the markets needs and demands with fashion-forward, high-demand merchandise. The Red Eye Flight is expected to release its spring 2013 line in April in addition to video collaborations with local, underground rappers such as Dumbfoundead and Mike B.

Fact Sheet The Red Eye Flight

Founder and President, Henry Oh, 21, established The Red Eye flight in 2011. The Red Eye Flight believes in developing trend-setting merchandise with graphically detailed art on its products to promote the coveted Los Angeles culture and lifestyle. The Red Eye Flight is a premium purveyor of quality, hand-drawn clothing such as t-shirts, crewnecks, and hooded sweaters. The Los Angeles-based clothing company, The Red Eye Flight, plans to manufacture its unique, quality collection, globally. Currently, its expanded into local boutiques in the Greater Los Angeles. Satisfied customers of The Red Eye Flight collection find the cutting-edge, street wear affordable and fashion-forward. Currently, The Red Eye Flight earns $5,000 in net sales with 5 loyal employees running its entire operation. The Red Eye Flight works closely with local artists including rappers, photographers and graffiti artists to preserve the street culture of Los Angeles. The Red Eye Flight is expected to release its spring collection late April 2013.

Crisis Communications Plan for The Red Eye Flight Introduction

The Red Eye Flight is a trendsetting vendor of premium street-wear inspired clothing. The spring 2013 collection, Supply The Demand, will focus on the values of the Los Angeles culture and is expected to launch in late April. The murals and history of the intercity district of Los Angeles, stemmed from The Los Angeles Uprising in Koreatown, inspire the collection. The following plan outlines what action The Red Eye Flight will take in a crisis situation.

Possible Crisis Scenarios

Here are five worst-case crisis scenarios the company may face: The online store will crash during its launch. The inspired collection stirs a dilemma with the public. The media will destroy the reputation of The Red Eye Flight. A problem with the online store will create a disturbance online following scrutiny by public. A problem may arise within the company; an employees loyalty is questioned.

Crisis Team
The following are members of The Red Eye Flights crisis team: Henry Oh, President, (213) 382-8382 Mirt Miranda, Vice President, (323) 838-4582

Eddie Choi, Finance Manager, (213) 628-9243 Chester Casipit, Head of HR, (502) 370-9831 Lauren Kim, Head of PR, (213) 820-0051

Lauren Kim will act as a spokesperson of the company. If she is not available, then Mirt Miranda will serve second-in-command.

Crisis Communications Center

In the event of a crisis, the team will meet at the retail office located at 3905 6th St. If the crisis leaves the building inaccessible, the team will gather at the designated emergency meeting place outside the employee parking structure near the entrance. Media materials, including a fact sheet, company biographies, backgrounders, brochures, annual reports and publicity photos, will be assembled ahead of time. They will be stores in Chester Casipits office and then transported to the crisis communications center.

Media Management
Four hours after the crisis begins, The Red Eye Flight will hold a press conference in the parking lot of the retail store. Andres Restaurant will provide food and beverages for members of the press throughout the day. Mickey Hwang from The Red Eye Flights IT department will arrange for audio-visual equipment, microphones, electrical outlets, computers and lights to be available for the media. The Red Eye Flight will hire a management team to provide podiums, tables and chairs, as well as any additional non-electronic supplies.

Prior to any crisis, all employees will be instructed not to speak to the media. All inquiries should be directed to the spokesperson.

Crisis
On April 20, The Red Eye Flight learned that the online store crashed while launching its spring 2013, Supply The Demand, collection. The customers reported the malfunction of the site by sending in negative tweets and commentary questioning the professionalism and integrity of the company. An intern responded to the tweets defensively causing an outbreak of commentary on The Red Eye Flights Facebook, Twitter, Tumblr, Blogger and website. The malfunction still exists on the online store and the negative feedback is still imminent.