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LUSHFAIM AGENCY
AgendaSituation Analysis
Competitors, Trends, Consumer Insights
Communication BriefLong-term Strategy, Communication Objectives,
Creative Strategy
Communication MixCommunication Tools
Central Communication ToolMedia Placement/Timing, Budget, Plans for
effectiveness testing
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Situational AnalysisCurrent Competitors.
Situational AnalysisMarketplace Trends.
DIY Beauty Products Hybrid
Products Showrooming
Natural Ingredients
In-store Beauty Services
Situational AnalysisConsumer Insights.
Leas
t Aw
are-
Mos
t aw
are
Middle Aged 35-44 yrs. old
Tweens13-17 yrs. old
College Aged18-25 yrs. old
Adults 21-25 years old
Convenience Seekers i.e. big fans of Target
Unaware of LUSH brand – Only 2 out of 10
“The more the better. If I saw a product giving a pretty large
amount of proceeds to charity, then I would be more inclined to
purchase the product.”
Situational AnalysisImplications.
18-25 yr. olds unaware of LUSH Brand Mission Locations Low cost advantage
Communication Brief
Long-term Strategy:For the 18-25 year old females who value natural lifestyles and desire to give back through their beauty product purchases.
Less Packaging Charity Pot Lotion
Communication Objectives: Raise awareness 75% in 6
months. Increase brand recognition
75% Establish recall point by 75%
Communication BriefCreative Strategy.
Provide more product information
Increase consumer engagement via social media
Major Selling Idea: Showcase the
impact proceeds from the Charity Pot Lotion makes on various causes
Give target market opportunity to create a new lotion blend and ability to dedicate their customized blend to charity of their choice.
Campaign Name:
Communication Mix
Tool #1/ Central ToolINTERACTIVE MARKETING
Online Contest: Contestants create new blend for the Charity Pot Lotion
Using the Facebook Application: 1. Name your blend 2. Create blend choosing from various fruits & oils 3. Choose your charity
Facebook capability to share and like increases engagement
Winner receives recognition for blend and 100% proceeds for chosen charity.
Name your blend Choose Fruits & Oils Pick Charity SUBMIT
LUSH is letting YOU put the
spin
On the next Charity Pot
blend!
Communication Mix
Tool #2DIRECT MARKETING
Mobile Marketing: Food truck traveling to college campuses across nation. (“Soft & Smoothie Station”) Street Team of current
employees Enhanced Recall: Ice cream
truck music Integrates: Inside look at “handmade” Free sampling Follow-up on Social Media
Communication Mix
Tool #3SOCIAL MEDIA
Sally SmithI can smell the berries already!
Sally just made a Blueberry & Almond Blend dedicated to Habitat for Humanity.
LUSH – Lend Your Blend
Like Comment Share 2 hours ago
LUSH @lushusaSoft & Smoothie Station reaching it’s next destination, @universityofstthomas! #tommies #lendyourblend
LUSH @lushusaSmoothie Spotlight Submission: Pina Colada. Do you like getting caught in the rain?#lendyourblend
Campus Visit #3 – University of St. Thomas
LUSH 164,899 viewsSubscribe here
Keeping the conversation going via live visual & textual updates.
Communication Mix
Tool #4PRINTADVERTISING
One-page color ad in
Nylon Magazine – 96.5% readers ages 18-34 72.7% college educated 10 month circulation Provide info to benefits
of fresh fruit ingredients –
Positive perception
Media TimingOne-Year Grid
12 month span 10 month circulation – Back to School &
Holidays
Our Budget
Budget Cost AssociatedCentral Tool – FB Application 23,000
Food Truck 30,000 +
Nylon Magazine 21,638
Social Media FREE
Labor of Street Team 5,304
Equipment & Ingredients 10,000
TOTAL $90,000
Labor - $8.84 per hr., 3 hr. shifts, 10 months.
Central Tool: Programmer, Testing, Debugging, Integration, Design, Launch
EffectivenessTesting
Application analytics Social Media trend tracking
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