Situation

Lily Rose Lee, formerly known as Michelle Knight, was in need of public relations counsel to ensure speaking opportunities were maximized, and new opportunities were identified, so that her future can be secured. Team Prosper began work by focusing on brand (image) management and increased paid speaking opportunities for Lily.

In addition, Prosper worked with Lily’s speaker’s bureau to evaluate media opportunities and ensure Lily’s needs are met when she travels for public appearances. Lily needed assistance defining her public and private personas, and looked to Prosper to better communicate her legal name change - from Michelle Knight to Lily Rose Lee - to her followers and supporters.

Objective

To manage Lily’s overall brand to better communicate to her publics.

Strategy

Develop and execute a sustainable and integrated marketing and public relations plan to increase brand awareness, and position Lily as a professional speaker and public figure.

Brand Development Tactics:

  • Define Lily’s public vs. private persona
  • Develop visual design elements including a logo, color palette and designated fonts for use in web and print content

Public Relations Tactics:

  • Media training
  • Local and national media relations
  • Optimize paid speaking opportunities including:
    • Licensing opportunities
    • Alliance with national nonprofit
    • Publishing a new book
    • Other business opportunities

Social Media Tactics:

  • Rebrand accounts on all platforms to reflect name change
  • Assist with content creation ideas

Results

Just six months after the website launch, lilyroselee.com had more than 32,000 sessions and nearly 70,000 page views.