campaign proposal
-
Upload
sydney-liu -
Category
Documents
-
view
169 -
download
0
Transcript of campaign proposal
TABLE OF CONTENTSTABLE OF CONTENTSExecutive Summary....................................................1
Situation Analysis.......................................................2
Research Plan.............................................................5
Research Analysis......................................................6
Campaign Plan...........................................................7
Timetable....................................................................10
Evaluation...................................................................11
Appendix.....................................................................12
EXECUTIVE SUMMARY 1 UrbanOutfittersisatrendyclothingretailstoregearedtowardscollegeagedmalesandfemaleswhoeasilyadapttochangingclothingtrends.UrbanOutfittersoffersuniqueclothingformenandwomenaswellashomegoods,cosmetics,andartwork.WhenthecustomerwalksintoanUrbanOutfittersstore,theyareimmediatelyimmersedandatrendyenvironmentandgetaboutiquestyleshoppingexperience.UrbanOutfittersalsohasaverycomprehensivewebsitewherecustomerscanbuyalloftheirmerchandiseonlineaswell.ThegoalofUrbanOutfittersisto“helptheircustomersexpressandenhancetheirindividualityandconnectwiththeirinterests,needs,passions,andeachother”.
Urban’sstrengthsincludeastrong,reliable,andfocuseddemographicaswellasbe-ingaverywellknownstorewithaverygoodreputationamongstcollegestudents.UrbanOutfitterswillbeabletoreachitspublicsthroughanInstagramandTwittercampaignknownas#tuitiontuesday,alineofseasonalhealthandwellnessgraphict-shirts,andusingeverydaypeopleasthespokespersonfortheiradvertisinguse.Thesetacticswillbeimplementedoverthecourseoftheyearandcanbetailoredtomultipledemographicstoachievethehighestsuccess.DuetothemanycontroversialstatementsassociatedwithUrbanOutfittersclothing,wehopetoseeaturnaroundintheperceptionofUrbanOutfittersamongsttheirpublicsandincreaseonlineadvertisingofUrbanOutfittersasasociallyresponsiblecompany.
UrbanOutfittersisafunky,trendy,vintageclothingstorewithproductsgearedtowardsmoderatetohigherincome18-30yearoldswhoembraceabohemianlifestyle.Thereisstilladifferencewithinthatpublic;customersthatareontheyoungerendofthatagescaletendtobeattractedtoproductsthatmaybeconsideredgraphictee’sor“immature,”whiletheolderagegroupwilltendtopurchaseproductsthathaveamorecontemporarystyle.Withover200namesonthelistofbrandsthatUrbanOutfittersbuysfromtheyconstantlyhaveanevolvingandadaptingmarket.
Urbanisknownfortheirsocialmediapromotions,having1.2millionfollowersonInsta-gramandover800,000twitterfollowers.Recently,Urbanhasbeentrackingrealcustomersviasocialmediaandpostingtheirpicturesontheirwebsiteandsocialmediapages.Urbanalsolaunchedanewappin2013asamarketingstrategytobecomeamoreintegralpartoftheircustomers’lives.Theyalsomarketthroughtheirlookbooks,whichisamagazineofalltheirnewproductsandthroughemailnotificationstoalreadyexistingcustomers.
UrbanOutfittershasbeeninthespotlightofmanycontroversiesthathaveoffendedawidevarietyofdifferentminoritygroupsdatingallthewaybackto2003.In2003,Urbanfirstcameunderpublicscrutinywhentheyreleasedaracistmonopolyparody,Ghettopolyandagraphict-shirtwiththephrase“EveryoneLovesaJewishGirl”surroundedbymoneysigns.In2005,UrbanwascriticizedforsellingsparkygunshapedChristmasornamentsinneighbor-hoodsthatwerepronetogunrelatedmurders.In2007,theJewishcommunitywasagainsingledoutbyanUrbangraphicteethatfeaturedaPalestinianchildholdingagunwiththewordvictimizedonit.Oneoftheirbiggestcontroversieshappenedin2010concerningtheir“EatLess”graphictees,beinginsensitivetothosewitheatingdisorders.In2011,theNavajoIndiancommunitysentaceaseanddesistlettertoUrbanbecauseoftheirNavajoproductline.In2012,UrbanoffendedIrishAmericanswiththeirSt.Patrick’sDayshirtsportrayingtheIrishasdrunkards,andtheirHolocaustJewishStartees.Urban’smostrecentcontroversyoccurredin2014overashirtfeaturingtheword“Depression.”MostofUrban’sresponsestothenegativefeedbackontheirmerchandisehavebeenquietlyremovingtheproductsfromtheirstore,with-outpublicstatementsapologizingfortheirinsensitivity.Becauseofallthescandalsoccurringforoveradecade,Urbanhasadoptedanimagethattheyareinsensitivetominoritiesgroupsandareknowntostereotyperacialgroups. Ourunansweredquestionsregardingourpublicishowmuchthesecontroversiesaffectthemandwhetherornotthiswillaffectthemshoppingatourcompany.Inaddition,anotherquestionwemustansweriswhatformofsocialmediadoesourpublicprefer.
SITUATION ANAYLSIS 2
Weaknesseso Constantnegativepublicitydueto tasteinspecificmerchandiseo Storelocationsonlyinmetropolitan areasornearcollegecampuseso Verynarrowdemographicthat companycaterstowardso Disposableincomeofyoung consumercanchangedramatically inashorttimeperiodo Onlyformofpromotionisthrough SocialMediaorStoreCatalogo Certainclothingitemsarepriced higherthannecessary
Strengthso StrongandFocusedDemographicso Customergenerallyhasamore disposableincomeo PopularMarketCampaignsvia SocialMediao BrandIdentityStronglyConnected withMissionStatemento Identifiableatmospherewithin storesandthroughemployeeso Consistentlycomingoutwithnew andupdatedmerchandisebased ontrendso Varietyofprivatelabelswithinmer chandiseofferedinstoreand online
Opportunitieso ExpansionintoAsiao Useofsustainableandecofriendly methodsinclothingitemso Useofseasonalclothingitemsinor dertoattractcustomersatamore frequentrateo Expansioninsocialmedia marketingo Expansioninlineofmaleclothingo Adoptingabroaderrangeof advertisemento Useoffreeshippingpromotions
Threato Competitionthroughsimilar clothingstoreso Forever21andH&Musingcheaper pricestolureinbuyerso Competitorstapintomen’snet workmorerapidlyo Demographicsofstore,asyounger peopledonotconsistentlyhave thesamefundstopayforhigher pricedclothingitemso Natureisathreatinregardsto climatechangecreatingcotton shortageso Difficultyofemploymentatyoungage lowerspotentialbuyersdiscretionary spendingabilities
2 SITUATION ANALYSIS 3 (SWOT)
SITUATION ANAYLSIS (ANALYSIS OF COMPETITORS)
4
NordstromNordstromisahigh-endretaildepartmentstoreknownforfollowingthetrendsofeverydayAmericansaswellaspavingthepathwayfornewones.Foundedin1901,NordstromstartedoutasalocalshoestoreinDowntownSeattle.Aftergoingpublicin1971Nordstrombecomeamultimillion-dollarcompany,makingitalmosteveryfashionstoresbiggestcompetitor.Nord-stromtendstoappealtothe20-40yearoldaffluentwoman,butmorerecentlyappealingtomanymalesaswell.Nordstromhasastrongsinglestatementmissionstatementof“AtNord-stromourgoalistoprovideoutstandingserviceeverday,onecustomeratatime.”
TobiTobiisanonlineinnovativeshoppingwebsitegearedtowardsayoungdemographicofwom-enage16-30.InordertoenticecustomerstotheirwebsiteTobiprovidesanonlineshoppingexperiencefor“membersonly”makingthesitemoreappealingduetoitsexclusivity.AlongwiththisTobiimplementsintelligenttacticsofdrawingincustomersbyusinga30%offcouponforthefirstsevendaysofeachnewclothingitemintroduced.TobiisappealingduetothefactthatyoucanshopanywhereatanytimeaslongasyouareconnectedtotheInternetvialaptoporcellphone.AmaindisadvantagethatTobihashoweveristhefactthatitdoesnotappealtoanytypeofmalecliental.
H&MH&MisaSwedishretailclothingcompany,knownforitstrendy,fashionforwardclothingformen,women,andchildren.Itspurposeistoofferfashionableandgoodqualityitemsatanaffordableprice.Theyalsoplacestrongimportanceinbeingasustainable,environmentallyfriendlycompany.H&MisverypopularinternationallyandintheUnitedStates,withclothingstoresin53countries.Itcurrentlyhas2.1millionfollowersfollowingitsInstagrampage.
Forever 21 Forever21isanAmericanchainofclothingretailers,knownfortheirstyleconscious,fun,andcreativeclothingdesigns.Itsmerchandiseincludestrendyclothingandaccessoriesforteenag-ersandyoungadults.Forever21isconstantlychangingitsmerchandisetokeepupwiththechangingfashiontrends.Themerchandiseisalsoveryaffordable.ThereareForever21storeslocatedinNorthAmerica,SouthAmerica,LatinAmerica,Asia,Europe,andtheMiddleEast.Itcurrentlyhas3.3millionfollowersonitsInstagrampage.
Weusedquantitativeresearchtogatheraccurateandproperinformationregardingourcompanyanditspublic’sviewsregardingcertainareasofimportance.Usingavolunteerandconveniencesample,weadministeredasurveythroughsocialmediatogainabetterunderstand-ingofourpublicsandtheirattitudestowardclothingandthecompany.Usingsocialmediaasthemediuminwhichwedistributedthesurveylimitedourpopulationwtihinoursampletocollegestudents.However,thisisanagegroupthiscompanytargetsandsoitallowsoursampletoberepresentativeofamajorpublic.
Oursurvey,whichwasadministeredthroughFacebook,includesquestionsaboutdemo-graphicsregardinggenderandagegroup,shoppingandspendinghabitsonclothing,andsocialmediapreferences.Specificallythroughresearch,weweretryingtodeterminewhatformofsocialmediaourpublicspreferandiftheycurrentlyfollowanystoresonsocialmedia.Thesearemajorareasofimportanceduetothatfactthatithelpsustailorourcampaignbasedonthispreference.
Inaddition,wewantedtogainabetterunderstandingofourpublicsandtheirawarenessofourcompany’scontroversiesregardingthesaleofoffensivet-shirts.Wewantedtodeterminehowstronglyourpublicfeelsaboutthesecontroversiesandtheirattitudetowardwhetherthiswoulddeterthemfromshoppingatthecompanyandifso,why.
RESEARCH PLAN 54
RESEARCH ANALYSIS Ourprimaryresearchprovidedfurtherinformationonourintendedpublicofcol-legestudents.Throughoursurvey,wegainedfurtherinsightintoourpublic’sshoppinghabitsandhowoftentheyshopatourcompany.Wediscoveredthatthemajorityofoursamplearefemales,belongstothe18-20agegroup,andpurchasesclothing1-2timesamonth.Inaddition,40.38%ofthesamplepreferUrbanOutfittersfollowedby28.85%whopreferonlineshoppingoverNordstrom,AmericanEagle,andForever21.Furthermore,only19studentsoutofoursampleof52oftenshopatourcompanywhile21studentssometimesshopatourcompany.
Inaddition,wediscoveredInstagramisthemostpreferredformofsocialmediaamongourpublic.67.31%ofoursamplepreferInstagram,followedby19.23%whopreferFacebookand9.62%whopreferTwitter.Onlyalittlemorethanhalfofthesamplecurrentlyfollowsastoreonmediasocial.
Inregardstoourcompany’scontroversies,only14people(26.92%)inthesamplesaidtheywouldbeoffendedbysocialissuesorreligionbeingnegativelyportrayedonat-shirt.Outofthese14people,only5saidthiswoulddeterthemfromshoppingatthecompany.Whenaskedwhy,wewereprovidedwithanswerssuchas“mybeliefsmeanalottomeandseeingthesenegativelyportrayedisoffensive”alongwithit’s“rudeandunnec-essary.”Seefullsurveyresultsinappendix.
6
6 CAMPAIGN PLANThiscampaignisspecificallydesignedtoencouragecollegestudentsintheUnitedStatestobemoreactivelyassociatedwithUrbanOutifttersonInstagram.AlthoughthiscampaignistargetedspecificallytotheUnitesStates,withfurtherresearchitcanbeal-teredtoincludetheanyothercountryaswell.
Campaign Goals •CompletelychangethenegativeimageassociatedwithUrbanOutfitters •Bethemostculturallyawareandsociallyresponsibleclothingcompany •Encouragecustomersandtargetedpublicstobemoresociallyresponsible •HavethemostfollowersonInstagramincomparisontootherclothing companies •GetcollegestudentsaroundtheworldtoparticipateinUrbanOutfitters promotionalgiveaways Campaign Objectives •IncreasetheamountviewersoftheUrbanOutfitter’sInstagrampageby20% •Increaseactiveparticipationofcollegestudent’sonUrbanOutfitter’ssocia lmediaby10% •Increasenumberofthepositiveimagegraphict-shirtsoldby15% •IncreaseamountoflikesonUrbanOutifittersInstagrampageby5% •Increaseamountoftraffictourbanoutfitters.comby10% •Increasewordofmouthandhashtagsassociatedwithurbanoutfittersby5% •DecreasethenegativepressassociatedwithUrbanOutfitter’sby15%
Campaign Strategies •Createalineofgraphict-shirtseachseasonpromotingbodyimageawareness •Giveapercentageofthemoneymadefromthetshirtsaletoacause promotinghealthybodyimage. •OrganizeamonthlyInstagramcompetitionbetweencollegestudentswearing thet-shirt •RecognizethepersonwiththemostlikesormostcreativepictureontheInsta grampageandrewardthemwithasemesteroffreecollegetuition •ImplementarecognizablehashtagassociatedwithUrbanOutfittersthatwill gainpopularityamongstcollegestudentslike#tuitiontuesday •FeatureacollageofthealltheInstagramcompetitionwinnersonUrban Outfitter’swebsite,magazine,andotherpromotionmaterials
7
8CAMPAIGN PLANPublicsTheintendedpublicsincludebothmaleandfemalecollegestudents,aged18-22,althoughthemainpublicisintendedtobefemales.TheseconsumersvaluethestylethatisofferedbytheUrbanOutfittersbrand.Theyvaluethenewbrandthatthecom-panyplanstoportraywithacampaignthatpromoteshealthandwellness,aswellasbecomingmoreactive.Thispublicvaluesthestyleofclothingandthebrandthattheywearbycontinuingtospreadourbrand.
SegmentsCollege Students With Dispensable Income:Ourresearchindicatedthatamajorityofstudentsarewillingtospendmoremoneyonbetterqualityclothing.Theyalsohaveapreferenceofbrand,asmanyfinditanimportantfactorintheirchoiceofpur-chase.Withthisinmind,amainpublicforUrbanOutfittersiscollegestudentswithadispensableincome,astheyarelikelytospendthemoneyonmoreexpensivecloth-ingifitmeanstheywillreceivebetterquality. College Students Without Dispensable Income:StudentswhostruggletogetfundstopayforcollegewilluseourscholarshipprogramthroughInstagram.Thisgroupofstudentsstillfindstheirstyleandbrandofclothingtobeimportant,althoughnotnecessarilyaswillingtospendmoremoneyonat-shirtbecauseofthebrand.Ourpromotionofcollegestudent’shealthandwellnesswillbenefitgainingthispublicaswell.
SocialmediaispopularamongthecollegeagedpublicthatUrbanOutfittersisreachingoutto.WeintendtousethisknowledgetodrivetheUrbanbrand,througheventsandcompetitionsonTwitterandInstagram.TheyoungdemographicthatUrbanOutfittersaimstowardstendstobesingle,youngcollegeagedstudentswhodon’ttendtohaveadispensableincome.Acommoneconomicissuewiththisdemo-graphicistheconstantstressofpayingoffstudentloans.Withtheimplementationof‘TuitionTuesday’UrbanOutfitterswillstrivetohelptorelievethisstress.Theideaistohaveat-shirtcreationcompetition.
8 9CAMPAIGN PLAN (TACTICS)
Health and Wellness T-Shirt CampaignInordertochangethecompany’snegativeimagefrompastcontroversialshirtslogans,eachsea-sonwillfeatureaspecializedt-shirtthatpromoteshealthandwellness,aswellasastressonpositiveself-image.Inordertopromotetheseideas,aportionoftheprofitsfromthet-shirtssoldwillbedo-natedtovariouscharitiesororganizationsthatpromotetheseideals.SpringCampaign:‘BeComfortableWithYou’SummerCampaign:‘OwnYourBody’FallCampaign:‘LetLoose,BeHappy’WinterCampaign:‘LetYourYouOut’
‘Tuition Tuesday’ on InstagramThroughthesocialmedianetworkInstagram,collegestudentswillhavethecapabilitytoshowofftheirfavoriteUrbanoutfitbypostingontheirInstagramaccount,using#TuitionTuesdaytoenteramonthlytuitioncompetition.ThestudentswhopostthemselvesintheirfavoriteUrbanoutfitwillbeaskedtoholdupasignthatsayswhattheywouldusethescholarshiptoaccomplishagoalintheirlives.Wewanttoinspireyoungstudentstoachievetheirdreams,andtobewearingUrbanwhileaccomplishingthesedreams.OnthefirstTuesdayofeverymonth,thecompanywillpickouttheirthreefavoriteoutfitstomoveontothenextround.ThenextroundwillbethesecondTuesdayofthemonth,andthiswillincludeUrbanpostingthethreefinalistsontheirInstagramandTwitteraccounts.WhicheverofthethreegetsmoreInstagramfavoritescombinedwithTwitterretweetswillwin$1,000towardstheircollegetuition.
Advertising with InstagramInordertocontinuebuildingourbrand,wewillutilizethe‘TuitionTuesday’picturesthatwereceiveinanadvertisingcampaign.Weplantocreatecollagesforposterstoplaceoncollegecampusesinordertopromotethecollegescholarshipsupportthatweareprovidingforourdedicatedcustomers.AnotherplanistousetheseInstagramphotosinaTVcampaignthatshowssomeofthebestphotosback-to-back,showingthateverypersonhasadream,andthatUrbanisheretotrytohelp.Through-outthecommercialwewillhaveanarratorthatgivesinspirationtoyoungpeopleandshowsasenseofwhatUrbanwantstoaccomplishfortheirloyalcustomers.
TIMETABLEJANUARY Implement‘TuitionTuesday’onthefirstTuesdayofthemonth.Thisisamonthly event. ContinuingtopostonTwitterandInstagraminformationonthe‘TuitionTuesday’ eventsinthecomingmonthstodriveawarenesswithourcustomers.
FEBRUARY ‘TuitionTuesday’onthefirstTuesdayofthemonth.Gaineventawarenessthrough Twitterbypostinginformationontheeventandaskinggettingfollowersto‘Retweet’.
MARCH Begin‘BeComfortableWithYou’HealthandWellnessSpringCampaign. ‘TuitionTuesday’onfirstTuesdayofthemonth.
APRIL ‘TuitionTuesday’onfirstTuesdayofthemonth. Advertisingcampaigntopromote‘TuitionTuesday’bycreatingfirstcommercialsand posters.
MAY ‘TuitionTuesday’onfirstTuesdayofthemonth.
JUNE Begin‘OwnYourBody’HealthandWellnesssummerCampaign. TuitionTuesday’onfirstTuesdayofthemonth.
JULY ‘TuitionTuesday’onfirstTuesdayofthemonth. Secondadvertisingcampaigntopromote‘TuitionTuesday’beginswithanew commercialthatfocusesonthesummer.
AUGUST ‘TuitionTuesday’onfirstTuesdayofthemonth.
SEPTEMBER ‘TuitionTuesday’onfirstTuesdayofthemonth. Begin‘LetLoose,BeHappy’HealthandWellnessfallcampaign.
OCTOBER ‘TuitionTuesday’onfirstTuesdayofthemonth
NOVEMBER‘TuitionTuesday’onfirstTuesdayofthemonth Finaladvertisingcampaigntopromote‘TuitionTuesday’withnewfallbased commercial.
DECEMBER ‘TuitionTuesday’onfirstTuesdayofthemonth Begin‘LetYourYouOut’HealthandWellnesswintercampaign
10
EVALUATION 11
InordertoevaluatethesuccessofourUrbanOutfitterscampaign,wewilluseavarietyofmethodsinordertomeasureitseffectiveness.Thenumberofpar-ticipantsinvolvedinourInstagramcampaignofTuitionTuesdaywillhelptodeter-mineifwehavereachedourgoalofinitialobjectives.WewillmeasurethenumberoffollowersthatanUrbanOutfitterssocialmediasite,suchasFacebookandInstagramhadbeforeandafterthecampaignwasimplemented.Ifanincreaseinnumberoffollowersoccursacrossoursocialmediaaccountsitwillimplythattherehasbeenapositivefeedbacktoourcampaign.Inadditionwewillobserveifthereisanincreaseinmerchandisesalesindirectre-lationtoourTuitionTuesdaycampaign.ThegoalofTuitionTuesdayistoincreaset-shirtsaleswhilepromotingamoreapositiveoutlookonthecompanyofUrbanOutfittersitself.
WewillalsobemonitoringourhashtagTuitionTuesdaythroughoutthecam-paigntoseehowmanypeopleuseit.Withthehashtag,wewillbeabletoseewhotweets,retweets,andinstagramssomethingaboutUrban.WewillknowifwehavesuccessedifourhashtagstartstotrendandifweseetheamountoftalkaboutUr-banincreaseonsocialmediasites.WealsowanttoseeifourcampaignchangestheoverallperceptionofUrbanasasociallyconsciouscompany.Todoso,weplantoimplementafollowupsurveythatwillbeadministeredthesamewayasthefirstsurvey.Basedonthesurveyresults,wewillbeabletoseeifourcampaignwaseffectiveinchangingthenega-tivityassociatedwithUrbanOutfitterspreviously.
Lastly,wewillevaluatethesuccessofusingrealpeopleinsteadofmodelinthe campaign.Todothis,wewillneedtotalkdirectlytoourpublicstogettheiropinion.Usingafocusgrouptodirectlyseetheeffectsofourcampaignwillbethemosteffectivestrategytoreallyconnectwithourpublicsandgettheirfeedback.
13
1-2
3-4
5 or more
How often do you purchase clothing a month?
63.46 % (33)
19.23% (10)
17.31% (9)
Of the stores listed below, which one do you prefer to shop at the most?
Nordstrom
American Eagle
Urban Outfitters
Forever 21
Online Shopping
Other 1.92% (1)
APPENDIX (SURVEY RESULTS)
28.85% (15)
40.38% (21)
19.23% (10)
7.69% (4)
1.92% (1)
What form of social media do you prefer?
19.23% (10)Facebook
Snapchat
3.85% (2)
67.31% (35)
9.62% (5)
No
Are you following any stores on social media?
Yes 51.92% (27)
48.08% (25)
Do you shop at Urban Outfitters regularly?
Often
Rarely
Never
Sometimes
37.25% (19)
41.18% (21)
13.73% (7)
7.84% (4’)
APPENDIX 14
APPENDIX
# I answered yes because...
4321 Idon’twanttobeassociatedwithastorethathasoffensivethingsontheirclothing
Mybeliefsmeanalottomeandseeingthoseportrayednegativelyisoffensive
Offensive
Rudeandunnecessary
If you answered yes to the previous question, why?
I answered yes
91.11% (41)
8.89% (4)
I answered no
No
Yes26.92% (14)
73.08% (38)
Are you offended by social issues or religion being negatively portrayed
on a t-shirt?
Would this deter you from shopping at the company?
9.62
92.31
Yes No
No92.31% (47)
Yes9.62% (5)
15