FALL 2015

PR PLAN
CST 342
I have abided by the UNCG Academic Integrity Policy on this assignment. All work
contained within is my own work and follows the guidelines provided.

DUCK HEAD
Chelsea Salvato

Chelsea Salvato

Abstract

I would like to thank you for reviewing the enclosed Public Relations Plan for
Duck Head Apparel. This plan is designed to measure and note the increase
in brand awareness and recognition amount the target publics within a years
time.
The first section of this plan contains the client-based research information.
In this section you will find the goals and strengths along with the challenges
that Duck Head faces on a daily basis. This section also includes a list of
client and target publics and the companies strategic research design. In the
second section of this plan, the strategic planning, you will find information
regarding the companys spokesperson, spokes entity as well as a message
and communication objective that will allow Duck Head to effectively relate
to their target public. The third and last section of this plan includes various
communication tactics such as press releases and a pitch letter for a planned
event. This event has a timeline along with media contacts for the local
community and the target publics.
Overall, this plan will serve as a tool that Duck Head Apparel can use to
connect to their target public in a manner that will benefit their organization
as a whole. Thank you again for taking your time to review this plan. I look
forward to working with you soon.

Table of Contents

Section One: Situational Analysis

Contact Information

Days and Hours of Operation

Description of Services

Mission Statement

Administrative Staff

Short-term goals

Strengths of Organization

Challenges of Organization

Existing Competitors

Government and Regulatory Agencies

Reference publications

10

Channels of Communication

10

Exhaustive Ranked List of Client Publics

11

Opportunity Client Statement

12

Target Public Description and Defense

Target Public Demographic
Target Public Psychographics
Strategic Research Design
Budget Information

Section Two: Strategic Planning Detail

Communication Objective
Message
Spokesperson
Spokesperson
Spokes Entity
Section Three: Communication Tactics
Event Description
Event Rationale
Event Timeline
Event Day Timeline
Event Partners
Partner Rationale
Publicity
Budget
Feedback
Sample Feedback Survey Questions
Media Contacts
New/Press Release
Pitch Letter
Appendix

Chelsea Salvato
Client Information:
Contact information:
Duck Head: Flagship Store
816 S. Elm Street
Greensboro, NC 27406
(336) 790.0085
(855) 457.1865
Website:
Duckhead.com
Days and Hours of Operations:
Open Tuesday through
Saturday 10:00 a.m. -7:00 p.m.
Mission Statement:
Duck Head
Being authentic isnt a trend and it certainly isnt something you can manufacture, although
many try. Its about who you are, where you come from and what you stand for.
Built by the ingenuity of two brothers from Nashville in 1865, who believed hard-working
people deserved products made from strong materials, style and great craftsmanship. Duck Head
has become a lasting symbol of true authenticity, Southern sensibility and the American way of
life.
Cut and sewn from closely woven tent material known as duck, our original trousers proved
indispensable to hard-working Southerners. So durable and lasting, these canvas khakis proved
to be tough enough for our brave troops during WWII, and stylish enough for the likes of Hank
Williams
Decades later, you couldnt credibly claim to be a real Southern Gentleman or court a Southern
lady without wearing our distinctive label.
Today, 150 years later, the original, Duck Head brand is back. Stretched, cut and stitched from
the timeless classic pieces that have come to define authentic, recognizable, real Southern style.
DUCK HEAD. MADE TO BE WORN .

Chelsea Salvato
Administrative Staff:
Tom Nolan: Prospect Brands President and CEO
Email: Tom.nolan@prospectbrands.com
Alex Wallace: Director of Account services
Email: Alex.Wallae@prospectbrands.com
Alex Hale: Director of Sales for Duck Head
Email: Alex.Hale@prospectbrands.com
Spencer Bass: Creative Director
Email: Spencer.bass@prospectbrands.com
Kayla Stevens: Director of Technological Development
Email: Kayla.stevens@prospectbrand.com

Chelsea Salvato
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Short Term Goals:

*To next year (2016) double revenue in total, throughout store, distributors
and online
*To increase margins to 50%
* To increase distribution in the North East, Midwest, south west, West Cost
*To within the next three years, open five strategic retail locations
*Have five ambassadors on each of the three campuses; High Point
University, Greensboro College, and Elon University within the next eight
months
Long Term Goals:
*To be a 500-million-dollar company by 2025
*To become a national house hold brand name 2025
*To grow a sufficient international business

Chelsea Salvato
Strengths of Organization:
Duck Head apparel thrives to be known as one of the most authentic brands
in the clothing industry. The brand was founded by two brothers in 1865, and
one aspect that has stayed true to the company has been their logo and the
idea that these clothes are meant to be worn and will last forever. Today the
main mantra for the company is Made to be Worn. All of Duck Heads
clothes are made from the highest quality material and all made here in the
United States as they were when the OBryan brothers first founded the
company.
Duck Head also believes in providing the customer with the best experience
they can possibly imagine from a company. This begins with the ambiance of
the store and all of the employees. All of the employees are looked at as
being on the same level, no one person is looked as being someone who
could not provide assistant to a customer or make sure that the store is up to
the standards that the company has set.
Challenges of Organization:
Duck Head has just recently been rebranded to bring the company back to
the original ideals that the OBryan brothers had when they first began this
company. For the past 11 months, the main goal of the company has been to
bring the brand back to the original
Brand recognition to the current demographic of 22 to 55-year-old, males in
the Southeast.
Many of the current customers have known the brand for many years but are
slightly older than the current demographic. Sales have not been as high as
expected when new product has been released due to the high quality of the
products. Duck Heads product last, and so the consumer does not feel the
need to spend more money on clothes that they previously purchased the
season before such as the traditional Chino Pants. The company finds it
difficult to expand its target demographic.
In addition, the store is currently located in an old bread mill downtown
Greensboro. Many customers simply think they have the wrong address or
that from the outside of the flagship store it appears to have a complete
different aesthetic than the brand. At this current time there does not seem
to be enough outreach to the local community about where the store is
located along with signage.

Chelsea Salvato
Existing Competitors:
Ralph Lauren
www.ralphlauren.com/
Southern Tide
www.southerntide.com/
Vineyard Vines
www.vineyardvines.com/
Government and Regulatory Agencies
Internal Revenue Service (IRS)(State)
4905 Koger Boulevard
Greensboro, NC 27407
Website: http://www.irs.gov/uac/Services-Provided-Greensboro-NC
Internal Revenue Service(IRS) (Federal)
P.O Box 931000
Louisville, KY 40293-100
Phone: 1-800-829-4833
Website: http://www.irs.gov

Chelsea Salvato
Reference Publications
Business Journal
Garden and gun blog
Our state
Womens wear daily
Ivy style
Channels of Communication:
Social Media: (i.e. Facebook, Twitter, Instagram)
Website
Online Advertisements
Print Media
Word of mouth

Chelsea Salvato
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Public:
1. Customers
2. Future Customers
3. Administration
4. Staff
5. Suppliers
6. Media
7. Competitors
8. Distributors

Resources:
Reason to exist
Reason to exist
Guidance
I
Work Force
Provide Supplies
E
info awareness
E
motivation
E
Referrals

I/E
E
E
I

Chelsea Salvato
Client Publics Opportunity Statement:

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In 1865, the OBryan brothers, George and Joe from Nashville, started the
OBryan Brothers Manufacturing Company. The OBryan Brothers felt that
every hard working individual should have accessibility to clothing that was
strong enough for all types of work. The company began production on their
traditional trousers, coats, and overalls, which were made from Civil War
heavy canvas tent material that was described as Duck and shortly
became a staple to those hard workers located in the south. Six short years
later the OBryan Brothers officially named their company Duck Head and
became registered with the U.S. Trademark Registration office.
In 1914, with the beginning of World War I, Duck Head begun to manufacture
uniforms for American Soldiers. In 1965, retailers such as Sears and Roebuck
Company and J.C Pennys begun to reach out to the company in request of
creating a private label brand for their stores. As in 1965, high end retailers
such as Nordstrom and Bloomingdales have reached out to the company to
sell the label privately in their stores. The company strives to abide by their
mission statement and to keep the brand as authentic as possible.
The company does also have challenges when looking at the short term and
long term goals. Since rebranding the company in 2013, the company has
had challenges getting the name back out to the consumers. Duck Heads
main flagship store is located in an old Mill in downtown Greensboro. Much of
the companys feedback has been that customers simply dont know where
to go to buy the product, and that from the outside of the flagship store it
appears to have a complete different aesthetic than the brand. Since the
brand has been focusing on getting the name out to its customers and
letting the community know where they are located, they have not had the
time to focus on growing the market in the younger demographic that
surrounding the store.
An opportunity to strengthen the company is in the aspect of simply letting
the community and the target market know where we are located and what
our brand stands for. An opportunity exists within the local college
demographic, which would allow for the brand to expand largely within a
years time. This plan when implemented, will significantly improve the
companys recognition and increase our sales. This plan will also expand the
brand to a demographic that the company had not originally planned. The
college age student is searching for clothes that can be worn to class, work,
and out on the weekend, and I believe that once they learn about Duck
Heads clothes they will find there go to brand for all occasions.

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Chelsea Salvato
Target Public Description, Defense and Demographics:
Duck Heads target public will be the 5,066 male students from Elon
University, High Point University, and Guilford College. These students are
able to affect and influence a large number of other individuals within the
target demographic. These students are familiar with numerous currently
trending clothing brands, along with understanding the want and need for
both comfortable clothes that can be worn to more formal events. The
students are at the age where they are having to hold internship and/or jobs
and need clothes that can be as versatile as they are.

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Chelsea Salvato
Target public Psychographics:
Experiencers

Want everything

Are first in and first out of trend adoption

Go against the current mainstream

Are up on the latest fashions

Love physical activity (are sensation seeking)

See themselves as very sociable

Believe that friends are extremely important

Are spontaneous

Have a heightened sense of visual stimulation.

Achievers:

Have a "me first, my family first" attitude

Believe money is the source of authority

Are committed to family and job

Are fully scheduled

Are goal oriented

Are hardworking

Are moderate

Act as anchors of the status quo

Are peer conscious

Are private

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Are professional

Value technology that provides a productivity boost.

Chelsea Salvato
Strategic Research Design:
A formal outreach to the local colleges will first be conducted through each of
the campuses: High Point Universities, Elon University, and Guilford College.
The student organizations such as the Athletics and Greek organizations on
campus will be the connection between Duck Head and the general male
target demographic. They will provide the company with ways to
communicate to the many students within the organizations such as the
Fraternities and the Athletic departments on campus and allow for the
process of finding appropriate male students who would be interested in
promoting the company. Through these organization, Duck Head will be able
to determine the interest and brand awareness.
There will be a qualitative and quantitate survey distributed by email to
these students to determine the interest and awareness in the company.
These surveys will include simple questions such as: Have you heard of Duck
Head previously? Have you ever shopped at Duck Head? What is your price
point for buying clothes? How often do you buy new clothes? How willing are
you to shop at a new store?
The surveys will be analyzed for interest and awareness of the company and
their brand recognition.

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Budget information:
$15,000 a year for events and promotion

Sources:
www.elon.edu/e-web/about/
colleges.usnews.rankingsandreviews.com
colleges.usnews.rankingsandreviews.com

Chelsea Salvato

Section Two:
Strategic Planning Detail

16

Chelsea Salvato
Communication Objective:
To increase the brand awareness of the Duck Head brand and create a
relationship among 5% of the local college community of 5,066 male
student. The primary goal is motivational, as it aims to motivate the students
to want to be a part of Duck Head Campus Representative program along
with motivating other male students to want to purchase Duck Head
merchandise. The secondary goal for this plan informational, as this plan
aims to inform the male students at the three local colleges, High Point
University, Greensboro College, and Elon University, about Duck Head. This
will take place over a years time, starting August 7th ,2016 and ending
August 14th, 2017.
By informing the male student body on the three local college campuses,
Duck Heads will have the opportunity to spread their name to a younger
demographic that is ever growing. This strategy will anchor the younger
generation to become loyal to Duck Head as a brand for life. By achieving
this notoriety on the college campuses, this also connects to the companys
short term goals of doubling revenue for the company as a whole within the
next year. The increase numbers of individuals who are informed about the
brand will increase the motivation to purchase the companys merchandise.
This also relates to one of the companys challenges, brand recognition. This
will also bring brand recognition to other parts of the country. Students at
these three university on average are out of state students, which means
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that when they go home on break they will be wearing these clothes around
others who currently do not know about Duck Head Appeal.
To achieve these objectives, Duck Head will need to keep track of where new
customers are hearing about the brand and if they are a student at one of
the three universities. The pre-program benchmark is set to zero, because
there are currently no students on any of the three campuses that are
representing the brand and motivating other to purchase Duck Head
merchandise. The goal will be to create brand awareness and relationships
with five percent of the target public. This plan will also meet the companies
short term goal in encouraging students on the three campuses to become
brand ambassadors.

Chelsea Salvato
Message:
Tradition Never Goes Out of Style.
This message appeals to Duck Heads target demographic (the 5,066 male
students from Elon University, High Point University, and Guildford College)
as it promotes the companys mission statement about being an authentic
brand. This slogan is appealing to the target demographic as Experiencers,
as these individuals aim to be the first to take part in a trend along with
being informed about the latest fashions. Also, this message appeals to
Achievers because these individuals act as anchors of the status quo within
society. These executives of the company recognize that success of a
company or brand does not simply come over night. A company has to work
hard in all aspects such as keeping true to the brand along with correct
motivational strategies for the target publics. Along with Duck Heads
mission statement, this message also relates strongly to the C.E.O, Tom
Nolan and his overall values of the company. He believes that the company
needs to turn back to how the OBryan Brothers first created it, Made to be
Worn.
Spokesperson:

18

The elected spokesperson for Duck Head will be Tom Nolan, the C.E.O of
Duck Head. Tom Nolan graduated college with his business communication
degree. In 2005 he begun his career working at Golf World Magazine and
later became the publisher of Golf World Magazine. Nolan became the
youngest publisher for the company where he led them to new heights. After
working at the magazine, Nolan became the Senior Vice President of Ralph
Laurens Corp.s Polo Golf and Tennis apparel division. In 2012, Nolan started
his business, Prospect Brands, and in 2013 acquired Duck Head. Nolan
connects with the target public demographic, as he was a college student
looking for a way to make an impact to those around him. He connects to the
Experiencers and Achievers as he was and is currently all about being about
the current trends in the fashion world along with being one of the leading
influencers in the status quo of mens fashion. Nolan strives to achieve the
rebranded companys short and long term goals brought to life; while
keeping to tradition and authenticity of the brand.

Chelsea Salvato
Spokes Entity:

19

This is the best spokes entity for Duck Head. The logo connects to the target
public demographic by promoting the company as being authentic and
traditional. The entity is based off of the original logo that the OBryan
Brothers created over 150 years ago. The target public of the individual
universities is directly connected to the companys success, which is why the
bow tie along with the outline of the circle of the logo is purple. This spokes
entity will be reproduced for the other three schools and will change the bow
tie and the outward circle color to be each of the schools colors. This entity
is appealing to the Experiencers as it recognizes their want and need to be
up to date on the latest fashion along with being the first in a trend. It
appeals to the Achievers as well acting as the anchor of the status quo and
giving the consumer a professional image. This entity places emphasis on
the brand itself and bringing the students at the university and inviting to
become part of the growing brand.

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Section Three:
Communication Tactics

Chelsea Salvato
Event Description:

21

Duck Head Apparel will partner with Natty Greenes and Stameys to host
Ducks, Dads, and Drinks. This event will take place on April 10th, 2017 from
12:00 p.m. to 4:00 p.m. at Duck Heads flagship store located at 816 South
Elm street, Greensboro, NC, 27406. Duck Head along with Natty Greenes
and Stameys are local businesses in the Greensboro area and it is important
to build connections and support for one another. Natty Greenes and
Stameys will provide the food and drinks for this event, while Duck Head will
provide the necessary outdoor and indoor space for the event. Ducks, Dads,
and Drinks, main demographic will be the High Point University students and
their fathers.
The main purpose of this event is to provide the local college demographic
with brand recognition along with informing them about Duck Head and the
tradition of authenticity within the brand. This event will be take place during
High Point Universities Dads weekend, which is an opportunity to spread
brand awareness outside of the college demographic along with outside of
the Greensboro area. In addition to the food, drinks and deals, spokesperson
and CEO of Duck Head Tom Nolan will have a chance to address the target
public about the company and answer any questions that they have about
both the event ad the company as a whole. The spokes entity will be referred
to, as it symbolizes not only the Duck Head brand, but also the relationship
between the company and High Point University. All staff members will be
notified of this event via email and verbal announcement at the monthly
meeting in January 2017. A press release will be sent to Campus Chronical
(High Point Universitys newspaper) before the event to inform the students
about Ducks, Dads, and Drinks. Updates about this event will be sent out via
social media (Facebook, Twitter, and Instagram) to remind the community
about the event. On the day of the event, feedback surveys will be given out
to the students and families. When completely they will receive a coupon for
15% their next purchase at Duck Head.

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Chelsea Salvato
Event Rational:
The main purpose of Ducks, Drinks, and Dads is to increase brand awareness
of the Duck Head brand and to create a relationship among the local college
community. This event is an opportunity to take time out of their day to focus
on the brand along with celebrating their father and enjoying the good food
and company of other students and families. This event will be designed to
target each of the Experiencers and Achiever in a manner appealing to their
desire to set trends and be the first to know about new trends.
Experiencers, aim to be the first to take part in a trend along with being
informed about the latest fashions. Both Experiencers and Achievers are very
dedicated and involved in both their friends and families lives. These
individuals will benefit from this event by not only celebrating Dads weekend
with their family, but they will also be the first to be informed about the
latest fashions coming from the Duck Head brand. Also, this message
appeals to Achievers because these individuals act as anchors of the status
quo within society. At this event individuals will have the opportunity to get
an inside look into a local professional and hardworking company. They will
the first along with their families to experience this company within the
target public.
Duck Heads flagship store is the ideal location to host this event because of
its proximity to the local colleges and it allows for a stronger brand
recognition. From the outside, the flagship store looks like it is an old run
down mill, however, this location was chosen specifically so that the
company could place the strong emphasis on tradition and authenticity.
When you walk into the store it is like you have been transported to a warm
cabin with family and friends. The warm atmosphere allows for relationships
to flow naturally between not only the customers and employees but also
from customer to customer.

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Chelsea Salvato
Event Timeline:
November 10, 2016:
Contact High Point Student services to plan a
day to set up an
informational table on campus
December 5th, 2016:
Set up table on campus to inform students
about Duck Head and
the potential for upcoming event.
January 10th, 2017:
Point student

Contact Natty Greenes, Stameys and High

organizations to schedule Ducks, Drinks, and Dads.

January 30, 2017:

Head staff

Announce Ducks, Dads, and Drinks to Duck

February 15th, 2017:

High Point student

Confirm with Natty Greenes, Stameys and

organizations

February 27th, 2017:

Remind Duck Head staff about the event

March 30th, 2017:

Campus Chronical

Send press release about the event to the

April 2nd, 2017:

April 10th, 2017:

Post on Duck Head social media sites: Facebook,

Twitter, and
Instagram the infograph about the event.
Host Ducks, Dads, and Drinks.

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Chelsea Salvato
Event Day Timeline:
10:00 a.m.: Duck Head staff members arrive to the store
10:30 a.m.: Begin organizing the clothes and sizes around the store that will
be the sale items along with the table and chairs out front for the
food.
11:00 a.m.: Food and drinks arrive and finish setting up the individual tables
11:30 a.m.: Final touches on the store and the event space
12:00 p.m.: Students and fathers begin to arrive, shop and eat
1:00 p.m.: CEO Tom Nolan talks briefly about the company and answers
any questions
2:00 p.m.: Begin first give away
3:00 p.m.: Hand out surveys
4:00 p.m.: End event and collect surveys along with giving company coupon
4:30 p.m.: Clean up after event
Event Partners:
Natty Greenes- as a partner they will be providing drinks on site for the
event, both alcoholic and none alcoholic. They will be providing all of this for
free to the individuals at the event. Duck Head will be paying all of the drinks
per allotted amount in budget.
Stameys BBQ- this restaurant will provide lunch on-site for this event.
Students will need to simply show their student identification when they
arrive, and they will along with their father and other guest will provided
25

food. Duck Head will be paying for all of the drinks per allotted amount in
budget.
Partners Rationale:
Natty Greenes- will partner with Duck Head as it is a way to connect with the
local community along with creating a relationship with the brand. Both of
these entities are located downtown Greensboro and this allows for a
relationship and a partnership to be formed for later events.
Stameys BBQ- This restaurant is a popular local hot spot, and by partnering
up, they are able to get their name out to a larger demographic.

816 S. Elm street,

Greensboro, NC, 27403
NEWS RELEASE
Information:
March 10, 2016
IMMEDIATE RELEASE
Director

Contact
Chelsea Salvato
Public Relations
Office: (407)257-9901
Email: c_salvat@uncg.edu

DUCKS, DADS, and DRINKS

Enjoy a day of food, drinks, and deals
GREENSBORO, NC- Duck Head Apparel will be hosting Ducks, Dads, and
Drinks on April 10 2017, from 12p.m. to 4p.m., for the students at High Point
University and fathers to celebrate Dads weekend.
Duck Head will be partnering with Natty Greenes and Stameys BBQ for
this event that will be honoring the fathers of the local college students with
food and drinks along with great deals.
Duck Head opened their doors for business just over a year ago, after
CEO Tom Nolan bought the rights to the company. With the reemergence of
the Duck Head iconic brand, our mission is to inform the local community
about the brand. Nolan will be available to answer any questions regarding
the brand along with providing more background about the company as a
whole.
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CEO of Duck Head Apparel, Tom Nolan, states: I am excited for Duck
Head to celebrate Dads weekend with the High Point University family. Duck
Head is all about tradition and being the most authentic brand in the
industry. This event allows us to reach a new demographic locally that is ever
growing.
For more information regarding this event, please contact Chelsea
Salvato at (407) 257-9901 or via email at c_salvat@uncg.edu. Also for more
information on Natty Greenes visit
www.nattygreenes.com/
-###-

816 S. Elm street,

Greensboro, NC, 27403
DUCK, DADS, and DRINKS
Enjoy a day of food, drinks, and deals
Icons: Facebook, Instagram, Twitter
GREENSBORO, NC-- Duck Head Apparel will be hosting Ducks, Dads, and
Drinks on April 10 2017, from 12p.m. to 4p.m. All students at High Point
University along with their fathers are invited to celebrate Dads weekend. All
food and drinks will be provided free of charge as long as students provide
their student id.
CEO of Duck Head Apparel, Tom Nolan, states: I am excited for Duck Head
to celebrate Dads weekend with the High Point University family. Duck Head
is all about tradition and being the most authentic brand in the industry. This
event allows for us to reach a new demographic locally that is ever growing.
To obtain more information on Duck Head, visit: http://duckhead.com/ Also
for more information on Natty Greenes visit: Also for more information on
Natty Greenes visit
www.nattygreenes.com/

27

Picture of flagship store along the side

Picture of the inside of the store along side.
RSS FEED LINK
SHARE THIS LINK
Chelsea Salvato
Public Relations Director
Office: (407)257-9901
Email: c_salvat@uncg.edu

Chelsea Salvato
Media Contacts:
Gabe Rowell
Advertising editor
Campus Chronicle
High Point University
rowelg13@highpoint.edu
Publicity:
Controlled:
*Printed brochures
*Electronic announcements (posted pre-event along with post-event)
on the High Point University Facebook page
*Electronic announcements (posted pre-event along with post-event)
on Duck Heads Facebook, twitter and Instagram.
*Verbal announcements made on campus
*Facebook group event invitations
Uncontrolled:
*Press release
*word of mouth
*news coverage (post-event) from local media
*social media coverage (pre-event and post-event) from students
Budget:
The budget for this plan is $15,000 for events and promotions from August
2016 until August 2017. This event, Ducks, Dads and Drinks, will be allotted
28

3,000$. 2,500$ of this budget will cover the cost of food and drinks from
Natty Greenes and Stameys. This will also cover the the cost of the
promotional aspects before the event such as going on to campus to get
interest in the company and event. The other 500$ will cover the
promotional giveaways that we do during the event. Each of the three event
that will be held on campus will be allotted the same budget. The remaining
money in the budget will be used for paying the employees who work at all
of these events.

Chelsea Salvato
Feedback:
Verbal feedback will be collected during the event by Chelsea Salvato and
Amanda Thatcher. As well as paper feedback forms will be provided as well
to be filled out during the event. When these paper feedbacks are turned
back in and have an email address included, the individual will receive
additional coupon of 15% their next purchase in store. Additional coupons
will also be awarded for facebook friending.
Sample Feedback Survey Questions:
1. Have you heard about Duck Head before?
Y/N
2. Was todays event helpful in creating brand recognition?
Y/N
3. Would you recommend shopping at Duck Head to your friends?
Y/N
4.Would you come back and shop with Duck Head?
Y/N
5. Are there any questions, comments, or suggestions regarding todays
event that you would
like to add?

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Contact Information:
Chelsea Salvato
Public Relations
Director
Office: (407)257-9901
Email:
c_salvat@uncg.edu
Gabe Rowell
Advertising editor
Campus Chronicle
High Point University
rowelg13@highpoint.edu
Dear Mr. Gabe Rowell:
My name is Chelsea Salvato and I am writing to you on behalf of Duck Head
Apparel. On Saturday, April 10th, 2017 Duck Head Apparel will be host Ducks,
Dads and Drinks at the flagship store located at 816 South Elm Street,
Greensboro, NC, 27406. In partnership with High Point University, we will be
holding this event to help celebrate Dads weekend with the many students
and families of the universities. The event will also be in partnership with
Natty Greenes and Stameys BBQ, who will be providing food and drinks for
the day.

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Duck Head Apparel was founded by two brothers in 1865, and one aspect
that has stayed true to the company has been their logo and the idea that
these clothes are meant to be worn and will last forever. Today the mantra
for the company is Made to be Worn. All of Duck Heads clothes are made
from the highest quality material and all made here in the United States as
they were when the OBryan brothers first founded the company. This event
will create lasting relationships among High Point University students and
their families. All students who come to this event will receive a 15% coupon
for their next purchase at Duck Head, along with having opportunities to
enter raffles throughout the day.
As a liaison between yourself and Duck Head Apparel, my job is to ensure
that this event creates awareness between Duck Head and the community in
order to properly publicize their brand. CEO Tom Nolan and I invite you to
attend and answer any and all questions or concerns that you may have. I
will contact you on February 15th to answer any further questions and
confirm any plans that you may have.
Thank you for your time,
Chelsea Salvato, Public Relations Director

MEDIA ADVISORY
Contact: Chelsea Salvato, PR director
407-257-9901 or at c_salvat@uncg.edu

Ducks, Dads, and Drinks

WHAT:

Ducks, Dads, and Drinks.

Duck Head will be host Ducks, Dads and Drinks for High
Point University students and their families to enjoy food,
drinks and great deals to help celebrate Dads Weekend.

WHEN:

Saturday, April 10th, 2017 from 12:00 p.m.-4:00 p.m.

Where:

Duck Head Flagship store

816 South Elm street
Greensboro, NC 27406

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Who:

Why:

Duck Head in partnership with Natty Greenes, Stameys

and High Point
University
Ducks, Dads and Drink will be an event for High Point
University students along with their families to come out
and celebrate Dads weekend with great food, drinks, and
deals. This event will give students and their families an
opportunity to create a relationship with the brand and
create brand recognition. CEO Tom Nolan, will also be
present to answer any questions about the brand.

BACKGROUND: Duck Head Apparel was founded by two brothers in 1865,

and one
aspect that has stayed true to the company has been their
logo and the idea that these clothes are meant to be worn
and will last forever. Today the main mantra for the
company is Made to be Worn. All of Duck Heads clothes
are made from the highest quality material and all made
here in the United States as they were when the OBryan
brothers first founded the company. In 2013, Tom Nolan
purchased the rights to brand and have been working
towards brand recognitions and creating local relationship
in the Greensboro area.
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