Han Clothing Public Relations Plan

Drexel University has a group of Han clothing fans. They worked hard on letting more people know about Han clothing and persuading them to put it on in their daily life. After four years of advertising it to the local Chinese international students. Now, they want to hold a public relations campaign in order to promote traditional Chinese clothing to the Philadelphia citizens. I tried to make a basic public relations plan for this campaign. Here is the plan:

Market: Philadelphia, PA	Team Name: Han Clothing ING
Event Dates: 10/1/16-2/19/17	Venue: Chinatown in Philadelphia
PR Department: Yuqi Jiang Director of Public Relations O: 215.460.7133 E: yj94@drexel.edu Huanran Wang O: 215.436.0273 C: 215.336.4768 E: weichengke@gmail.com Meiga Chen O: 215.467.3086 C: 215.365.5734 E: megachen@gmail.com	Han Clothing ING: Xuke Qian Senior Vice – President/ General Manager C: 215.413.3645 E: jialanjiayu@gmail.com Liang Cha Manager of Marketing & Operations C: 215.225.8537 E: sushixiaoliangcha@gmail.com
Background: Traditional Chinese Clothing, also know as Han clothing, is the traditional clothing of the Han Chinese (Han: the main ethnic group of China) for more than 4,000 years.	Goals: To let Americans (especially Philadelphia citizens) know that Han clothing used to be the representative of traditional Chinese culture. And it should be able to represent Chinese culture in the contemporary society. Try to make them accept the cloth first, then gradually start to accept the traditional Chinese culture.

Primary PR Messaging

Message 1: Han Clothing is the representative of traditional Chinese culture for more than 4,000 years. It indicates that our ancestors favored personality traits such as being economical and standing upright.

Message 2: Modern Chinese started putting on Han clothing to try to revive the Han Chinese culture for 12 years. During this time, they tried extremely hard to let the public accept it.

Media Drop / Material Ideas

Media Materials / Drop: Traditional Chinese Hairpin (see picture) Source: Mega Timing: TBD Budget:

PR Events

Event: Han Clothing Presentations in University Date/Time: TBD Description: We will hold several presentations to introduce the basic ideas and concepts of Han clothing to college students and professors in the major Universities in Philadelphia area. Unit Need: Budget:

Event: Han Clothing on Street Today Date/Time:  November 22 Description: We are holding an international voluntary “Going out in Han clothing” activities, including Philadelphia. People could voluntarily put on the Han clothing and go outside on November 22 to let everyone see it. Unit Need: Budget:

Event: Ancient Chinese Museum Tour Date/Time: TBD Description: We will bring students to Philadelphia museum to see the ancient Chinese exhibition, the tour guide will dress the Han clothing and introduce about it during the tour. Unit Need: Budget:

Event: Han Clothing Try-on Activity Date/Time: TBD Description: We will hold a Han clothing try-on activity in Chinatown. We will prepare more than 50 sets of Han clothing in Chinatown, everyone who is interested in it can always try it on for free. Unit Need: Budget:

Event: Han Clothing Model Show Date/Time: TBD Description: We will hold a Han clothing Model Show in Chinatown. We will hire 12 Chinese models and 12 American models in order to let audiences see how the Han clothing look like on different races and genders. Unit Need: Budget:

Event: Han Clothing Marathon Date/Time: TBD Description: We will hold a Marathon in Chinatown, which will require each athlete to put on Han clothing while running. The main goal of it is to let people know that Han clothing can be dressed in daily life or even sports time. Unit Need: Budget:

Event: Chinese Valentine Date/Time: 2.14 Description: We will hold an activity in Chinatown which helps teenagers to find “the one” while dressing on Han clothing. They can choose the one who is wearing the clothes that they like to talk and then get to know each other. Unit Need: Budget:

Event: Han Clothing Garden Party Date/Time: 2.19 (Chinese Spring Festival) Description: We will hold a garden party which will offer classical real Chinese food and play traditional Chinese games like archery. It will be free to people who are wearing the Han clothing. People who are not wearing it need to pay for the tickets. Unit Need: Budget: