InBetween Digital Media Campign

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

R U N N I N G H E A D : D I G I T A L M E D I A C A M P A I G N P A G E | 2

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


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.


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.


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.


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.


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


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.


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.


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.


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.


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.


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


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


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.


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


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.


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.


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

ttp://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2

http://www.antiquetrader.com/articles/vintage_fashion_101_10_questions_for_kyle

http://www.census.gov/

Documents

InBetween Digital Media Campign