PR Strategy Brief: Grav3YardGirl 3.0

I used to be a huge fan of Grav3YardGirl, but I was definitely one of the viewers who eventually moved beyond her content. This was simply due to my own evolution in the kind of content I want to consume. So, when I recently came across a video about her progress, I was really inspired to help a former creator that I used to watch.

My PR Strategy Briefs are mini strategic communications plans for me. A strategic communications plan requires months and months of time and research. I like doing my PR strategy briefs because they are more relaxing to write and are more direct. I like tackling problem head-on, which is why you’ll find more crisis content on my blog. However, it’s good to take a step back at problems that aren’t as immediate. Although I’m still working on a set format of doing them, I hope you can gain some valuable insight from this post.

Check out the video that Inspired this post: https://www.youtube.com/watch?v=MWbUg1BEipI

Objective

Generate interest in Grav3YardGirl’s YouTube channel and develop the channel’s brand awareness.

Goal

Increase channel subscriptions on YouTube by 10% within 2 months.

Strategy

I believe what really hurt Bunny, a.k.a Grav3YardGirl, was her Starbucks scandal. Many of her subscribers left because they felt she sounded entitled. My first suggestion is to bring this up in a video. She needs to be vulnerable and address the inconsistencies in her comments regarding her anxieties. Bunny also needs to take time to work on herself. A lot of people say that she complains and is overall negative. This brings down the mood in her videos, which causes people to unsubscribe.

In order to get more people to subscribe, I think she needs to focus more on structured or scripted content. She needs a brand new image and needs structured content to fit into that image. This doesn’t mean that she should censor herself, but I think a more tailored approach to her content will help her reach her goal. Sometimes bringing it back to the beginning helps and in her earlier videos, she was more grounded than in recent videos. So, I would suggest more videos about ghosts, vampires, and spooky things would definitely help.

Another strategy would be to collaborate with a spooky-vibe Etsy shop or to create her own spooky product. If this was a full strategic communications plan, I would suggest she create a spooky advent calendar around Halloween.

Ultimately, she needs to get away from the childish content and create more mature. If I were working with her as a client, I would definitely have a conversation with her about where she wants to go in terms of branding. However, from my own opinion, this is just a brief suggestion of what I would I would do.

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