Over the weekend, I had the wonderful opportunity to attend the Public Relations Student Society of America National Convention in Indianapolis, Indiana. During my time in America’s twelfth largest city, I networked, made new friends, connected with old friends from previous conferences and learned more about the industry I’m passionately pursuing. While all of the sessions were informative and educational, there was one in particular that really stood out.
Vera Bradley’s Public Relations and Product Placement Representative Holly Wagner came to present to a room full of eager students about their new campaign, "It’s good to be a girl.” At the start of the session, Wagner passed the microphone around and asked a few people why it was good to be a girl. The answers were so empowering and inspiring, and it felt good to hear each reason to be unapologetically and fearlessly feminine.
With excitement and energy in the air, Wagner then talked us through the company’s rebrand and the reasons behind the addition of new styles and fun professional pieces. Their original target market was women age 8 to 80, and she explained that with a gap that large, the company was basically marketing to no one. It was time to make a change. To connect with millennial consumers, they created “The Day Maker.” She wants to be involved with everything, and she needs accessories that match her professional lifestyle. She is the embodiment of a role model, and she needs those accessories to accentuate her role.
With this new role model, comes a new outlook and new reasons why being a girl is more than being what society expects from us. The new rebrand offers girls everywhere the opportunity to share their reasons why it’s good to be a girl. Website visitors can click the link below to access the inside scoop from girl world. The videos also feature Noel Wells interacting with celebrities like Sara Bareilles and MMA fighter Holly Holm, who serve as role models to girls all over the globe. The hub also highlights everyday women showcasing their fabulous selves with Vera Bradley pieces.
http://www.verabradley.com/content/content_wide.js...
Being in a room with this strong group was so powerful. Seeing everyone so excited to cover this topic, seeing men stand up and explain why they think it's good to be a girl, and hearing so many testimonies from this diverse crowd was nothing short of fantastic.
Wagner explained to us that femininity is a superpower. It's about time we embrace it and use it. We are strong, capable and inspiring, not simply because we are girls, but because we choose to be. When we embrace all that we are, we empower others to do the same. It's time to stand up and be fearlessly, unapologetically, fiercely and phenomenally feminine. #Itsgoodtobeagirl.
