Too old to be considered modern, but not old enough t0o be considered antique. 

GREG PAQUETTE | BROOKE LONG | CIERRA ROBINSON | JENNIFER CALLAGHAN | CARLA MORDICA

Digital Media Campaign

Presentation

OverviewCampaign Objectives Competitive Analysis Target Audience Analysis & RecommendationsDigital Media Selection RationaleMedia Strategy Flowchart & Budget

Campaign Objectives - Threats Potential threats

Awareness of grand opening

Perception of second-hand items

Preference for brand-named items

Campaign Objectives Objectives

Establish awareness of InBetween Grand opening Brand personality The owners passion for fashion

Pushing concept of “be your own brand” Combat brand consciousness

$10,000 or more opening month

Competitive SetPrimary competitor:

PLATO’S CLOSET

Secondary competitor’s: THE OTHER SIDE VINTAGE CURIO WONSAPONATIME VINTAGE

In Between VS Plato’s Closet   IN BETWEEN VINTAGE CLOTHING PLATO’S CLOSET - TALLAHASSEE

PRODUCTS OFFERED

Lightly used sophisticated clothing and quality jewelry for males and females along with a variety of shoes and additional accessories.

Gently used designer style clothing for males and females along with a variety of shoes and

accessories.

WHAT IS SHARED

Sells gently brand clothing at an affordable price . Accepts donations as well as selling back features. Audience is looking for stylish, comfortable and trendy clothing as an affordable

price.

TARGET AUDIENCE

Working moms, ages 25-40 who have a college education and work in offices, banks and schools. Conservative in their spending but find good values with purchase. Males between 18 and 40 of age that are either

single or married.

Males and females aging from 18-24 year olds, mostly students and working class

residents who live in apartments, visit bars, and enjoy wearing trendy popular brands

while on a budget.

Digital Media Competitive Analysis

  IN BETWEEN VINTAGE CLOTHING PLATO’S CLOSET - TALLAHASSEE

WEBSITE Owned content is used prominently but basis of webpage is used for informative purposes.

Owned content on the webpage as well as an integrated campaign that was placed online.

EMAIL Used to target more “traditional” customers that we are not reaching elsewhere.

Used if you have opted in to receive promotions and updates on needs of specific

locations.

MOBILE Offers responsive web design on all devices of the webpage.

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 Facebook, Instagram, Twitter & Pinterest. Posting daily regarding new arrivals and

upcoming sales.

Active on social media, including Facebook, Instagram and Twitter. Specifically posting once or twice a day. Repetitive messaging.

Target Audience Analysis 18-64 Year old females Single, married, mothers, daughters, grandmothers

24-40 year old females Working professionals, mothers, single, married Modern sphere of lifestyle - value service, convenience, flexibility, and

durability 18-54 year old males Clothing purchases based on necessity Job may not require suit and tie but works in a professional environment Needs and wants to look good

Target Audience- Demographics

Demographics JoAnn Suzanne MikeAge 52 32 30Race Caucasian Caucasian African-AmericanIncome $32,000.00 $35,000.00 $48,000.00Occupation Offi ce Executive Dental Offi ce Asst IT Specialist

Social ClassMiddle Income Working Class

Working ClassMiddle Income Working Class

Education 4-Year College 4-Year College 2-Year CollegeGeographic Location Tallahassee City Leon County Tallahassee City

LifestyleEasy going family oriented mother and grandmother

Serious mom who works for the kids

and weekends

Single male focused on his

lifestyle

Target Audience- Psychographics

Psychographics JoAnn Suzanne Mike

AttitudePositive and outgoing; a

follower

Goal oriented and focused achiever

Positive and motivated

Motivation Very motivated Motivated Highly motivated

Desires (benefit/need)Wants what's best for kids and grand

kids

Strong desire to fulfill needs and wants to provide

for her family

Wants and needs quality things in life. Desires are

stronger than average

ValuesConservative but

tolerantConservative

traditional values

Middle of the road but anchored by Christian values

Personality trait Aspirer Succeeder Aspirer/Succeeder

Decision processSpontaneous on low involvement

purchase

Carefully considers all purchases but

desires high quality

Value brands ok but desires quality

when possible

Buying behavior

Not very loyal to brands willing to try anything; has

not learned quality versus brand

loyalty

Wants quality and is a brand loyal

customer; will try new products

Brand loyal but considers new

brands if value is good

Target Audience- Media Behaviors

Media Behaviors JoAnn Suzanne Mike

Media Programs viewed/listened

to/browse

Local ABC, CBS. NBC, ESPN, 104.1 97.9 ESPN Radio,

Bing/Google

Local ABC, CBS. NBC, 103.1 The Wolf Country

Music, Google/Facebook Twitter/Pinterest

Local ABC, CBS. NBC, Blazen 102.3

Hip Hop, Google/Facebook Twitter/Instagram

Targeted Audience Media Concentrations

(Media where our audience resides most)

Television/Digital Print/Radio OOH

Television/Digital Print/Radio OOH

Television/Digital Print/Radio OOH

Recommended mediums based on habits of targeted

audience

Digital e-mail/internet

FB, Twitter, Pinterest

FB, Twitter, Instagram

Target Audience- Recommendations Raise Brand Awareness

Growing trends and expected growth in vintage clothing sales

Most prospects are unaware of the features, benefits and advantages

Reach audience with targeted digital media campaign

Digital platforms include website, FB, Twitter, Instagram

It is where the prospects are residing

Achieve campaign objectives

Research-backed consumer information says so

Digital Media Selection RationaleCompany site - Central hub for information

Available for all target segments Data tags

Organic search “75% of users never scroll past the first page of search.” (Ryan, 2014)

Responsive

Digital Media Selection RationaleSocial Media

Facebook, Instagram, Pinterest and Twitter Cute and funny memes, photos, videos and quotes

“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.” (Ryan, 2014)

Digital Media Selection RationaleEmail

Newsletters Deals for the week All featured items Popular seasoned trends

In the loop, don’t live on Social Media JoAnn

Media Strategy Content Calendar:

Website

Social Media

Paid Search

Email/Newsletter

Media Strategy

Media Strategy Social Media Platforms

Media Strategy Email Marketing

Will include:

Weekly Newsletter

Coupons

Event information

Flowchart & BudgetMedium Frequency Cost

Website  Yearly $300.00

($25/month)

Facebook Weekly $930.00

($30/day)

Twitter Weekly $0.00

Pintrest Weekly $0.00

Instagram Weekly $0.00

Printshaq flyers (5,000) Monthly $125.00

Google tags  Monthly $0.00

Campaigner.com  Monthly $150.00

Mailchimp.com  Weekly $25.00

Total for December $1,530.00

Flowchart & Budget

Week 1 Week 2 Week 3 Week 40

500

1000

1500

2000

2500

3000

3500

December Budget Analysis

Revenue Expense

Flowchart & Budget

December January Feburary March April May0

200

400

600

800

1000

1200

6 Month Budget Projection

Website Social Media Email Print ads

Thank you!