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Digital Media Campaign – In Between
COM 359 Digital Media for Strategic Communications
Jennifer Callaghan
Brooke Long
Carla Mordica
Greg Paquette
Cierra Robinson
Instructor: Julia Hix
December 3, 2015
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Table of Contents
Abstract ......................................................................................................................................................... 3
Campaign Objectives .................................................................................................................................... 4
Competitive Analysis .................................................................................................................................... 5
Target Audience Analysis & Recommendations .......................................................................................... 6
Recommended Digital Media Selection Rationale ..................................................................................... 10
Media Strategy ............................................................................................................................................ 12
Flowchart & Budget .................................................................................................................................... 16
Conclusion .................................................................................................................................................. 18
References ................................................................................................................................................... 19
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Abstract In the midst of the recent economic climate, the trend of buying and reusing vintage clothing,
accessories and home ware products, particularly with young and more mature consumers, has
increased steadily over the past few years. Popularity of vintage clothing has also been linked to
a change in consumer attitudes towards wearing and using secondhand goods. Unlike larger
department stores and clothing retailers, boutiques offer an alternative solution to the prospect’s
needs and wants. Most often though, boutiques serve a narrow target market with niche clothing
products, and they rely on long-term loyalty from their target customers for success. InBetween
is no different – it is a small vintage clothing boutique that will provide a special value, benefit
and experience to the vintage clothing prospect, online and in our physical location. Critical to the
success of InBetween’s Grand Opening and follow-on business is generating talk and raising our
brand’s awareness. By stimulating engagement with our prospects we will obtain earned media
from our target-audience and we will increase market share with promotions that lead to
conversion.
This digital media campaign plan centers on the aforementioned company and these key
critical goals by covering media objectives, competitor analysis, digital media design and
selection, target audience, general content, appropriate platforms, posting schedules, campaign
initiatives, costs of paid media, key performance indicators, and overall analytics needed to
measure success. By addressing these points, this media plan will explain how InBetween will
increase brand awareness to obtain the companies goals from Grand Opening through the first 120
days of business.
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I. Campaign Objectives While we cannot address threats we do not foresee, potential threats of brand image can be
addressed through marketing initiatives on digital platforms. The types of products that InBetween
offers are vintage clothing and accessories. One potential threat to the reuse of clothing, or of
purchasing reused clothing, is consumer perception or perspective of the thrifted items. Brand
names, new releases and trends lessen the likelihood of consumer markets to choose thrifting.
Also, places like Plato’s Closet maintain the social stigma around brand-named items for low cost.
Additionally, sometimes in thrift stores the items found are affordable, but the selection is limited
(i.e. there are not duplicate items).
The campaign’s primary objectives are to increase awareness of the company itself and to
create hype around the grand opening. It is imperative to inform the target market, not only of the
existence of the InBetween but also, of the incentive for being there on opening day. It is also
important to have a clear definition of the appealing and trendy presentation of the products that
the InBetween has to offer, or the brand image/personality. As a result of the campaign, opening
month should result in a gross of $10,000 minimum (which is about minimum of $322.50 a day in
sales and 33 customers at a $10 minimum purchase).
The digital media campaign will revolve around defining the brand personality for the
InBetween and will focus on consumers being their own brand, by finding their own sense of style
and pieces they love. Being a thrift store, we will address saving money while making the
consumer feel good about their newly acquired outfits and taking attention away from brand
conscious choices when it comes to apparel. We will raise awareness of the consumer who is
passionate about fashion and can turn an old piece into a cute or customized option which will add
to the value of the brand’s personality.
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II. Competitive Analysis InBetween has a very small local competition with the many different vintage style stores in
Tallahassee, Florida. InBetween is a vintage clothing and accessory store that integrates the
atmosphere into the shopping experience to create the best involvement possible. The main
primary competitor is Plato’s Closet, a chain retailer that buys and sells trendy secondhand clothing
for the teen generation and young adults. There is one Plato’s Closet located in Tallahassee, Florida
on Ocala Road in the Ocala Corners shopping plaza. Secondary indirect competitors of InBetween
include The Other Side Vintage, Curio and Wonsaponatime Vintage.
These secondary competitors offer some of the same goods as InBetween but at the same time
they reach a different target market including the other goods they sell. The competitors seem to
carry more vintage merchandise than merely clothing and accessories. Such as, antique chairs, old
instruments, picture frames, etc. and InBetween’s main attention is focused towards a boutique
style vintage store selling only clothing, jewelry and accessories.
From a “look and feel” perspective, Plato’s closet is considered to be InBetween’s foremost
and direct competitor. Understanding the customer’s expectation of a vintage ‘boutique’ clothing
store is imperative to generate sales in this competitive market. The chart below is a comparative
analysis breakdown of InBetween Vintage Clothing Boutique and Plato’s Closet Tallahassee.
IN BETWEEN VINTAGE CLOTHING PLATO’S CLOSET
LOCATION Railroad Square – 143 Railroad Ave., Tallahassee, FL 32304
Ocala Corners Shopping Plaza - 800 Ocala Road #100, Tallahassee, FL 32304
PRODUCTS OFFERED
Lightly used sophisticated clothing and quality jewelry for males and females. Diverse offerings with additions such as shoes and other accessories like scarfs and hats.
Gently used designer style clothing for males and females along with a variety of shoes and accessories.
CUSTOMER SERVICE &
BRAND Locally owned and managed by a fashionable and
knowledgeable business woman. Considerate of local Provides quality customer service upon location of
store and based upon specific training required.
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customers. Atmosphere and experience that is affordable with unique vintage styles to offer.
WEBSITE Owned content is used on the webpage and is used merely as an informative source to the customers.
Owned content on the webpage as well as an integrated campaign that was placed online.
EMAIL Email marketing is used and targeted towards the
“traditional” consumer. Emails will consist of current sales as well as upcoming arrivals, etc.
Email marketing is used if you have donated to a location and opted in for emails through Plato’s Closet.
Emails consist of news and updates on needs of specific location and special deals taking place.
MOBILE
Offers R.W.D. on all devices of the main webpage so that the patterns and principle of the page will remain the
same with the equivalent details. Social media sites that are offered on a desktop already are offered on a mobile
smart phone as an app download.
App created by EXTON which provides exclusive offers and discounts from Plato’s Closet including photos, inventory, current needs and downloadable
offers.
SOCIAL MEDIA
Active on social media platforms that include Facebook, Instagram, Twitter and Pinterest but primarily linking
posts on Facebook, Instagram and Twitter daily to announce new arrivals and current or upcoming sales.
Active on social media, including Facebook, Instagram and Twitter. Specifically posting once or twice a day.
Repetitive messaging and a lot of photos to demonstrate current inventory.
III. Target Audience Analysis & Recommendations InBetween vintage clothing currently has a distinct and narrow niche of clientele and will
benefit from expanding its market share because research indicates an ever-growing demand for
vintage clothing. Research also suggests many prospects are simply unaware of the existence of
brands like InBetween, so the primary objective of this digital media plan is to increase brand
awareness.
Current industry trends show a renewed popularity in the demand for vintage clothing, where
both brick-and-mortar and online spaces are effective in offering a unique product that is becoming
more and more popular across certain targeted consumers. InBetween has three specific groups it
will target and focus its digital media campaign around based on the prospects psychographic and
demographic profiles, and their digital and social media behaviors. This consumer information
rationalizes the decisions to optimize certain marketing content across multiple platforms (i.e.
Facebook, Twitter, Pinterest, etc.) to meet the campaign objectives.
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The first target is single and married professional women, ages 18-65 with an added emphasis
on the second group which is professional working women, ages 24 to 40. The third group are
single and married men, ages 18-54. The prospects within the target audience are typically in the
modern sphere of lifestyle, service, convenience, flexibility and durability are valued. These
modern customers live fast-paced lifestyles and seek out clothing products that feature an element
of efficiency, creativity, class and style, both for work and play. Moms ages 25-40, who have a
college education and work in offices, banks, and schools are somewhat conservative in their
spending, but will find a way to purchase a good value, especially in styles of clothing that will
not go out of date quickly. The other females within this group are also single, married, and
working mothers and grandmothers with varying reasons and interests in vintage clothing.
The typical male customer is between 18 and 40 years of age, with a smaller percentage in
their fifties. An important fact about the targeted female audience is different between females
and males because most women of all ages love to shop and the appeal for vintage clothing is
stronger within this audience. On the other hand, the male consumer most often makes clothing
purchases based on necessity. Males that are single or married, and have disposable income to
spend, typically dread having to spend money on clothes. His job may not require a suit and tie,
but because he works in a professional environment he still needs and wants to look good. Vintage
clothing offers the solution to the prospects needs, wants and desires.
The figures below depict some of the current demographic and psychographic information on
the population for Tallahassee which provides the statistical evidence to support the
recommendations of this digital media plan. An example of a prospect is Suzanne, a 32-year old
mother of three, who is married and works part-time at a dentist office. She needs and wants attire
that is stylish, comfortable, durable and conducive to an office environment where she has to
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display a look of professionalism. She dreads shopping at large clothing outlets and maneuvering
through large crowds usually found at the mall. She prefers a smaller store experience like a
boutiques where service is better, and she can make it an enjoyable experience while shopping
with her mother or friends. Suzanne is digitally savvy and spends a great deal of time on Facebook,
Pinterest, Instagram, and the internet. Suzanne loves to shop online wherever and whenever she
possibly can because she can find exactly what she wants without leaving the comforts of home.
Suzanne and her husband’s combined annual income is $85,000.00, and despite having plenty of
disposable income, they both love the idea of paying second-hand prices for clothing that meets
their needs and desires.
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Another prospect example is JoAnn, who is 52 years old, is married, and has a daughter
and son, and four grandchildren. JoAnn works as an office executive and must wear professional
clothing; typical business suits, slacks, sweaters, and other women’s outfits appropriate in a
professional office environment. JoAnn and her husband’s combined disposable income is
$65,000.00 and they are thrilled at the idea that they can usually find exactly what they need at
thrift stores and second-hand boutiques. JoAnn is not digitally savvy but is pretty good at
maneuvering through websites and is constantly using her personal e-mail. JoAnn is crazy about
her granddaughters and loves to play dress up and create costumes for special events. This past
Halloween, JoAnn made costumes using her old cloths and purchasing some other items at the
local thrift store. JoAnn also understands and appreciates the fact that she can find quality clothing
that is durable, timeless, and can find inexpensive play clothes for her grandchildren.
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Mike is the next prospect, he is a 30-year old single male who works at the hospital as an
Information Technology Specialist. His work attire is comprised of khaki pants or jeans, polo
shirts and at times he has to wear a business or sports jacket. Mike loves his mobile devices and
spends a great deal of time on Facebook and Twitter. He interacts socially with Instagram and
does a lot of research online before making purchases. Mike’s annual income is $48,000.00 so he
is very mindful of his money. He prefers to spend his time and money on his car and hates the
thought of buying a sports coat at regular prices that he may only wear a couple times a week.
Mike found out about vintage clothing from his sister who purchases vintage clothing for herself
and her children.
IV. Recommended Digital Media Selection Rationale The company website serves as a central hub for information. It will include an “About Us”
section as well as a “Gallery” to show on a digital platform the season trends that are in store, a
tab for “Specials” which will vary from the clearance items in the shop to additional information
from events at the store (in addition to any main graphics on the homepage or landing pages) and
the latest customized pieces by the seamstress. The website is responsive to display on mobile
devices. Finally, the site will have contact information including, but not limited to, telephone,
address and handles for social media. The website is a digital shop window and provides an
opportunity for the InBetween brand to provide a fully customized presentation of the brand
outside of social media interactions. Being that “75 percent of users never scroll past the first page
of search results,” tags will be included throughout the site to ensure the InBetween comes up
organically when searching for Railroad Square, vintage clothes, thrift clothes and clothes sales in
Tallahassee. (Ryan, 2014) The company website is available and intended for all segments of
consumer target market as they all spend time browsing online.
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Social Media platforms will play a huge roll in brand awareness and conversion to the ultimate
action of an in-store or online purchase. Facebook, Instagram, Pinterest and Twitter will be used
for showcasing the brand personality mostly through cute, funny memes, quotes pictures and
videos relevant to the portion of our target audience that are heavy mobile users. InBetween will,
of course, utilize social media to advertise the grand opening.
“What has changed over recent years is the reach and penetration of these social media
technologies, their adoption into everyday lives of a mainstream audience,” and it is that same
presence in the everyday lives of mainstream audience that the social media campaigns is intent
on getting the most out of. (Ryan, 2015) In 2015 2.078 billion active social media accounts existed
and Americans were spending 2.5 hours on social media. (Kemp, 2015) Essentially, if the
consumers are online, the InBetween will be online with them starting and participating in
conversations relevant to the brand and consistent with the brand personality.
Finally, the e-mail and news letters will be there to keep consumers like JoAnn, who desire to
be, in the loop about the latest and greatest when it comes to the happenings at the InBetween but
might not necessarily live on social media. Each newsletter will include any deals for the week, all
featured items or popular seasoned trends and outfit compilations that are in-store. They will also
have any events or sponsorship that the InBetween is participating in. Additionally, the website
and contact information will be included. Paper copies of the newsletters will be available in store
but will also serve as an e-mail blast each week. The e-mail list will come from e-mails collected
in store in exchange for 10% off final purchase. At every event, especially during First Friday,
there will be a similar offer for collecting data. E-mail data will also be collected from the website
when consumers make purchases online.
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Collectively, these efforts should result in the overall goal of ultimately $10,000 or more in
sales for opening month and defining to the targeted audience the brands personality.
V. Media Strategy Our marketing strategy will build on the concept behind the name of the company itself and in
order to raise awareness and generate buzz around our grand opening event we plan to use mainly
digital marketing components. We will utilize the channels most frequently used by our target
market, previously described, while also being mindful of the acquisition of future customers.
The following channels will be used to reach the goals set for this specific campaign:
1. Company Website:
Our company website will serve as the focal point of the brands digital presence. The purpose
of our site is to provide information to current and potential customers and to promote the brand.
Our initial website launch will consist of standard information including our brand name and
location. After that we will progressively update the site with tabs leading to sections that will
elaborate on information about the company, contact information, and different selections within
the store. Our website will lead users to our social media pages and an option to subscribe to our
newsletter and email list. All the components of our marketing strategy are compiled in the content
calendar below.
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2. Social Media:
As far as our social media presence as a strategy component, our goal is to remain on our target
audiences’ radars. We will utilize Facebook, Twitter, Instagram and Pinterest to listen to and
engage with our audience. In regards to the target market we have selected for this campaign, we
know that they spend the majority of their time on these online platforms. This type of channel
also allows for our up and coming brand to reach mass amounts of people at a very low cost.
Instagram will be the platform that we host our photo contest on. We will utilize the hashtag
#inbetweenootd, which represents our brand and a popular acronym hashtag that stands for outfit
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of the day. Contestants must post a picture on
Instagram wearing an outfit from InBetween, include
the amount they spent and using our hashtag. The
picture with the most likes will receive a $50 credit
to our store.
Another online platform that we plan to take
advantage of is Pinterest. Not as popular of a medium
in regards to businesses in general, but we believe it
will be a great way to engage further with our followers. The hands-on site will allow us to share
different styles and ideas and incorporate them through the other channels. It also another way to
get a conversation started around our brand and get people talking.
3. Paid Search:
To rank highly in search engines we will use search engine marketing techniques to link
keywords to our website and social media accounts. Local SEO will be vital to this campaign, for
the obvious reason that we are trying to reach people within close proximity to our brick and mortar
store, but also to get the word out for the grand opening. We plan to use simple keywords such as
vintage, clothing, Tallahassee, fashion etc., as well.
4. Email/Newsletter:
We will stay in front of our customer through the use of email marketing as well. Because a
large portion of our target audience spends a substantial amount of time using email, this is one
way we can stay present in their minds. We will have a steady output of information via email
including printable coupons, event information etc. Our weekly newsletter will also be distributed
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through email and will consist of promotions, local events that are relevant to our target audience
and fashion tips and tricks. A call to action that will be included in the newsletter will be directing
readers to our social media pages.
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VI. Flowchart & Budget The digital channel selection is based on the consumer behavior of the suggested target
audience in the retail industry. Each medium used in the campaign is directly influenced by the
personas of consumers who shop at vintage style boutiques. The goal is to gain more revenue
during the first half of the month while spending minimal funds on marketing and advertising.
There should be an $8,470.00 profit for the month of December after implementing this digital
media campaign.
The website will be updated weekly with featured merchandise that can be purchased in
the store. Events, promotions and discounts will be updated on the company website as well as on
social media outlets. Campaigner.com will be utilized the first month of opening to obtain email
list for consumers that fall within the target market at a total cost of $150 per month for up to
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25,000 contacts. Mailchimp.com will also be
used to distribute weekly email newsletters each
Monday at a total cost of $25 per month with
exposure to 1,501-2,000 subscribers.
There will be weekly Instagram contests
beginning on Monday with the winner being
announced that Friday. To promote this contest, an Instagram ad will run each week for the month
of December. There will be a daily budget of $30.00 with a potential reach of 1,000,000 and an
estimated daily reach of 5,000-13,000 people. Other social media platforms such as Twitter and
Facebook will also be utilized at no cost to drive consumers to the Instagram platform to engage
in the brand and enter the contest.
Print advertising will be distributed in the form of flyers that will be designed and printed
by the Printshaq.com. We will issue out 5,000 4x6 color flyers to the surrounding universities and
local businesses to further promote the grand opening.
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VII. Conclusion The purpose of this document is to present a digital marketing campaign for InBetween
Vintage Clothing located in Railroad Square, Tallahassee. This media plan will allow us to reach
our objectives for the brick-and-mortar store’s campaign. To develop an effective digital marketing
campaign we identified potential problems in order to give direction to the purpose of digital
marketing objectives are to resolve. We identified our target market and devised a plan and strategy
that would get the right message to them in an effective way. The chart below illustrates the key
performance indicators we will use to track the success of the overall campaign.
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VIII. References • Kemp, S. (January 21, 2015). Retrieved from
http://www.wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/
• Husfloen, K. (February 2008). Retrieved from
http://www.antiquetrader.com/articles/vintage_fashion_101_10_questions_for_kyle
• Ryan, D. (2015). Understanding Digital Marketing, 3rd edition.
• US Census Bureau Report 2010. Retrieved from
http://www.census.gov