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Advertising Plan Book Part II

Jordyn Taylor, Inc.

INC.

December 2007 Jordyn Ferri

Advertising Plan Book: Jordyn Taylor, Inc.

1

Table of Contents

Campaign Media & Creative Strategy 3

Marketing 3

Positioning Strategy 3

Target Market Description 4

Primary Target Market 4

Demographics 4

Psychographics 4

Behavioristics 5

Geographics 5

Secondary Target Market 5

Marketing Objectives 6

Product 6

Pricing 6

Place 7

Promotion 7

Advertising 8

Advertising Objectives 8

Advertising Strategy 8

Media 8

Media Strategy 8

Media Mix 9

Media Vehicles 11

Media Calendar 15

Creative Strategy 16


2

Budget 17

Budget Chart & Expenses Description 17

Conclusion 18

Urban Outfitters Store Locations in USA 20

Work Cited 21


3

Campaign Media & Creative Strategy

Marketing

Positioning Strategy

Urban Outfitters is designed for well-educated, urban-minded

young adults. It is meant to broaden the minds and open the eyes

of the target audience. Its young adult target customer is sociable

and fashion-conscious. Urban Outfitters key goal is to acquire the

brand loyalty and brand preference of young affluent men and

women. By creating a unique shopping experience for each store,

yet still holding true to the rustic, hipster environment, Urban

Outfitters was able to create an emotional bond with the

customers. 1

Urban Outfitters currently offers an eclectic mix of fashion

merchandise in a lifestyle sensitive environment. A significant

amount of time is dedicated to the store-design to assure that

every store is unique and reflects the community in which it resides.

Each store is customized to fit the customer’s visual, artistic, and

emotional appeal. Lifestyle merchandising is the key to Urban

Outfitters success. The goal for the brand is to build a strong

emotional bond with the brand-appropriate customer. Getting to

know the customer well by knowing their likes, dislikes, and day to

day preferences, will make it easier to better predict the customers’

fashion preferences. Urban Outfitters will continue to make it a

point to get to know the customer on a more emotional level so

that the brand will resonate with the customer.2

1 “Urban Outfitters, Inc.” International Directory of Company Histories, Vol. 74. St. James Press, 2006. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group. 2007. <http://galenet.galegroup.com/servlet/BCRC>. 2 Urban Outfitters, Inc.


4

Target Market Description

Primary Target Market

Urban Outfitters current target market is directed towards affluent

young adults that some mainstream fashion gurus may call

“scenester”, “hipster”, “trendy”, and ultimately fashionably aware.

Demographics

Demographically, Urban Outfitters targets single men and

women between the ages of between the ages of 18 and

30 years of age. Majority of the young adults targeted are

college students. The targeted consumer is usually between

working class, and upper-middle class. Urban Outfitters

targets people of all races, which can be supported by both

the Caucasian and ethnic fashion models seen in their

catalogs and advertisements. The brand also targets men

and women of all religious and political views.3

Psychographics

Urban Outfitters targets young adults who are interested in

the mainstream, trendy, metropolitan-hipster style. These “up

and comers” are innovative, ambitious, upbeat, daring and

competitive. These men and women portray the free spirit

that Urban Outfitters truly embodies, and live for today and

let the future take care of itself. This target segment is

extremely attracted by the company’s active lifestyle

merchandising, and is interested in the arts and bohemian

atmosphere the brand offers.

3 “Company Profile.” 2007. Urban Outfitters, Inc., 04 October, 2007. <http://www.http://urbanoutfittersinc.com/profile/index.jsp>.


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Behavioristics

Due to the fact that these young consumers are fashionably

aware, majority of their purchasing behaviors are an effect

of social and personal risk. The items purchased will be visible

to others, therefore increasing the involvement of the

purchase. Urban Outfitters targets those who fall under the

categories of extensive decision-making and limited

decision-making. Due to the variety of the products sold by

Urban Outfitters, the buying behavior of the consumer varies.

Furthermore, Urban Outfitters lifestyle merchandising paves

the way to connecting with the customer on an emotional

level, and inevitably creates brand loyal customers.

Geographics

Urban Outfitters largely targets college students across the

United States, locating stores near a number of colleges,

universities, and friendly neighborhoods. Urban also targets

young adults who live in semi-urban and urban settings.

Urban Outfitters does not geographically discriminate, and

currently runs over 100 stores across the USA. However,

majority of the stores can be found in metropolitan areas.

Secondary Target Market

Urban Outfitters does appeal to other age ranges such as young

teens between the ages of 13 and 17 years old. These teenage

boys and girls may not be as affluent as the primary target market,

but are still sensitive and aware of various fashion trends.


6

Marketing Objectives

The foundation of the marketing objectives is outline in the product,

pricing, place, and promotion sections below. Through this

campaign, Urban Outfitters plans to boost its annual sales by 20%,

increase brand loyalty, and increase store locations.

Product

To continue to offer a large variety of products such as

women and men’s apparel, footwear, accessories items for

apartments, gifts and novelties

To continue to offer products ranging from day-to-day and

high-end luxury items

To continue offering new trendy items in a timely fashion

To continue lifestyle merchandising and connecting with

the customer on an emotional level

To continue selling special boutique items from the “Urban

Renewal” line

To continue “going green” with the newest environmentally

friendly brand “Terrain”

Pricing

To continue offering a wide range of prices between $4 to

$500 (depending on the type of product)

To continue offering an average price of an item between

$30 and $40

To continue to offer prices that maximize profit margins

To continue to use promotional discount pricing such as the

“2 for” and “3 for” in casual ware

To continue to offer seasonal discount pricing

To continue value-based pricing with exclusive lines such as

Urban Renewal and luxury boutique items


7

Place

To continue offering stores in semi-urban and urban areas

To continue opening stores in major metropolitan areas

across the United States (in addition to locations in Canada

and Europe)

To continue offering stores in select university comminutes

To continue offering stores that offer large floor space as

well as multiple floors/levels

Promotion

To continue to increase brand loyalty among current

customers

To continue to gain the interest of prospective customers

To continue the edgy and trendy brand image of Urban

Outfitters

To continue above the line promotion using various media

outlets

To continue sponsorship of Nylon magazine (a popular

trendy fashion magazine)

To continue various sales promotion tactics (discounts and

exclusives)

To continue Urban Outfitters lifestyle merchandising tactics

To continue direct mail to consumer to maintain lasting

relationships with customers


8

Advertising

Advertising Objectives

Urban Outfitters wishes to continue its positioning as a lifestyle brand.

Through the advertising campaign, it is the hope to create brand

loyalty with current customers, as well as grab the attention of future

customers. With these various advertising techniques, Urban Outfitters

wants to create an interest in the brand. Moreover, this campaign will

further allow the brand to gain credibility by the ads supporting what

the brand promises, and by conveying what the company stands for.

These advertisements will create a desire to buy the various products

the brand has to offer; thus, inevitably causing the current or

perspective customers to take action and purchase the product.

Advertising Strategy

Media

Media Strategy

In order to sufficiently reach the aforementioned

advertising objectives, a variety of media outlets will be

used. To reach this specific target market, print

advertisements in magazines, direct mail and Internet will

be used. The first medium used will be print media, which

will include a variety of magazine ad placements. This

target audience is fashionably aware, which will ensure the

readership of fashion magazines. Since many of the

targeted consumers are frequent Internet users, banner ads

will be placed on popular Internet websites. Additionally,

Urban Outfitters will continue to maintain the company

website so that the audience may still browse and

purchase the products online. Lastly, this advertising

campaign calls for direct mail (made possible


9

through the maintenance of a customer database) and will

be sure to reach the consumers. Media outlets such as

radio and television will not be used in this strategy due to

the fact that this specific target audience may be likely to

overlook them.

Media Mix

o Print Advertisements

The main focus of the print ads will be in

magazines. Majority of this segmented audience

reads trendy fashion and lifestyle magazines

either daily or at leisure. These advertisements will

convey the “look” that Urban Outfitters wishes to

convey to its audience. This type of medium will

be most effective due to the segmented

audience, and the high chance of “pass-along

readership”. The use of magazine ads will ensure

excellent reproduction using high-quality paper.

The visual intensity of four-color

advertisements will definitely grab the

attention of the targeted consumer.

Furthermore, this medium will provide the reader

with a long lasting image of the Urban Outfitters

brand.


10

o Internet

Using the Internet as a media vehicle is very useful

for this specific target audience. Majority of the

current and future customers are in college or

recent alumni. With this in mind, popular websites

for this age range include both Facebook and

Myspace. It can be estimated that young adults

spend a large portion of Internet time on these

websites, which will ensure visibility and increase

brand recognition. Moreover, weekly emails will

be sent out to those subscribed to the mailing list

and notified of new products and special deals.

o Direct Mail

Direct mail is an extremely efficient way used to

reach the target audience. Post cards including

special discounts and limited time offers will be

sent to current customers as well as areas

immediately surrounding all stores. These

postcards make it easy to deliver important

information about the brand and company

products and leaves room for innovation. Direct

mail also reminds the customer that their business

is valued and appreciated, and gives both

current and prospective customers incentive to

visit the retail shop or online website.


11

Media Vehicles

o Print Advertisements (Magazines only)

• NYLON

NYLON is a women's fashion and lifestyle

magazine.4 Features include celebrities,

newsmakers, and everyday women doing

cool projects.5 The edgy publication easily

distinguishes itself, reaching a responsive

consumer base through its fresh editorial and

groundbreaking photography, which

combines high-end and alternative designers

with its editor's eye for international street

fashion.6 Urban Outfitters, offers its customers a

year free subscription to NYLON magazine,

causing a boost in sales for both companies.

• IN STYLE

IN STYLE magazine is an insider's guide to the

latest trends in beauty, fashion, home,

entertaining and charities.7 After being

named to ADWEEK’s Hot List for the 9th

consecutive year, ad placement in this

magazine is sure to address the target markets

crave for the latest in fashion.8

4 “NYLON Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>. 5 “NYLON Magazine Description” 6 “NYLON Magazine Description” 7 “IN STYLE Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>. 8 “IN STYLE Magazine Description”


12

• STYLEWATCH (People)

STYLEWATCH combines coverage of the

hottest celebrity style with a distinctive real-life

approach to create a monthly fashion and

beauty guide for stylish women everywhere.9

Ad placement with this magazine will attract

the target audience to shop at Urban

Outfitters when they see featured celebrities

wearing the brand with pride.

• SPIN

SPIN seeks out and champions cutting-edge

youth culture (movies, fashion, technology,

sex, politics, books, TV, art).10 Although this

magazine is not strictly devoted to fashion, it

provides a means to attract the trendy side of

the target audience. This magazine is great

for reaching fashion-forward, young adults.

• City Magazine

CITY MAGAZINE features expressions of the

modern cosmopolitan jetsetter life.11 Through

photographic interpretation and style news, it

provides inside-access into the worlds of

design, fashion, food and travel.12 This

magazine will be excellent for reaching both

the men and women target segments.

9 “STYLEWATCH Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>. 10 “SPIN Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>. 11 “CITY Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>. 12 “CITY Magazine Description”


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o Internet

• Facebook

Placing advertisements on Facebook is a great way

to reach young men and women around the world.

Facebook, which was originally created for college

students, is now open to the general public.

However, majority of Facebook users are college

students, which will increase the chances of

reaching affluent men and women. These ads will be

placed on a left-side banner, and will generate

traffic to the website when clicking on the banner.

The advertising Facebook package also includes

“Monthly Message Blasts”, “Next Step” homepage

links to the company’s website, sponsored stories,

and other viral promotions. Facebook also makes it

possible to clearly segment the audience by

targeting people with specific interests. This website is

an excellent way to reach educated both men and

women across the globe.13

• Myspace

Like Facebook, Myspace is a great tool for reaching

both men and women around the world. However,

the perk to advertising on Myspace will be the ability

to reach a broader audience, especially when

pertaining to age. Myspace is the number one

Internet spot for man young people.

13 “Facebook’s Advertising Rate Cards Unveiled” Mashable – Social Networking News. December 14, 2007. <http://mashable.com/2007/07/30/facebook-rate-cards/>.


14

o Direct Mail

• Using direct mail advertising is a great tool to notify

current and potential customers of new products,

sales, and exclusives within a 20 mile radius of any

given retail shop. These bi-weekly postcards will

include special coupons that can be used by the

consumer upon purchase. Direct mail will also

include birthday specials that are sent to customers

registered within the customer database.

Furthermore, these postcards will be sent out prior to

the “back-to-school” shopping craze, creating

incentive for current and future customers to shop at

the nearest retail store. This media vehicle serves as

reminder to the target audience that their business is

valued; thus, developing an emotional bond with

the brand and increasing the number of brand loyal

customers.


15

Media Calendar

Media Calendar- June - August 2008

Media June July August

Week 1 2 3 4 1 2 3 4 1 2 3 4

Print (Monthly Magazines)

NYLON Magazine 1 page – 1x month – 3 months

IN STYLE Magazine 1 page – 1x month – 3 months

STYLEWATCH (People) Magazine 1 page – 1x month – 3 months

SPIN Magazine 1 page – 1x month – 3 months

CITY Magazine Spread – 1x month – 3 months

Internet

Facebook Banner – Everyday – 3 months

Myspace Banner – Everyday – 3 months

Direct Mail

Urban Outfitters Direct Mail Postcard – Bi-weekly – 3 months


16

Creative Strategy Urban Outfitters is a company that prides itself on its innovative cutting-

edge lifestyle merchandising. All of the advertisements placed in the

magazines will portray the free-sprit of the brand. These ads will be

extremely visually appealing, thus attracting the target audience, and

creating a desire for the brand and products offered. This company will

not deem “celebrity endorsements” as a necessity in the advertisements.

Rather, Urban Outfitters will use models that truly reflect the target

audience. Both men and women models of all races will be put in the

advertisements, and will be shot in metropolitan and urban settings. These

creative and edgy advertisements will showcase the clothing, footwear,

accessories, and housewares made by Urban Outfitters. By placing these

advertisements in segment appropriate magazines, the chances of

grabbing the attention of the audience, and generating both interest and

desire for the brand will increase. It is the hopes that this desire will create

action to purchase the products sold by Urban Outfitters.


17

Budget

$1,200,000.00 // Of this allotted amount, only $1,161,225.00 will be used.

Advertising Media Budget

Media Vehicle

Description Frequency Rates Total

NYLON (monthly)

4-color 1 page (Bleed)

3x = 1x / month 3 months total

3 ti = $20,556 e/a

$61,668.00

IN STYLE (monthly)



3 ti = $118,464 e/a

$355,392.00

STYLEWATCH (monthly)



3 ti = $46,000 e/a

$138,000.00

SPIN (monthly)

4-color 1 page

(Non-Bleed)


3 ti = $47,700 e/a

$143,100.00

CITY (monthly)

4-color Spread – 2 pg

(Bleed)


3 ti = $29,355 e/a

$88,065.00

Facebook

Side banner Vertical

120 X 600 pixels

92 x = Everyday 3 months total

$50,000/month $150,000.00

Myspace Main banner

Horizontal 600 X 50 pixels

92 x = Everyday 3 months total

$55,000/month $165,000.00

Direct Mail Postcard Horizontal

5 X 4 inches

12 x = Bi-weekly 3 months total

$ 60,000 will be designated for direct mail

$60,000.00


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Conclusion

Urban Outfitters is currently the strongest it has ever been since its birth

37 years ago. Its distinctive atmosphere and lifestyle merchandising

embodies Urban Outfitters unique concept, and allows for

differentiation in the marketplace. Because the brand has the ability to

create compelling retail environments and offer customers fashion-

appropriate products, Urban Outfitters enjoys tremendous customer

loyalty. This ability to create an emotional bond with the customer is at

the heart of Urban Outfitters retail success.

Urban Outfitters retail brand can open additional stores, grow its

direct-to-consumer business, and make the existing stores more

productive. In order to achieve such goals, it will take a talented and

dedicated management team. With such a powerful brand, a strong

management team, and a well-defined strategy, Urban Outfitters is

positioned to enjoy aggressive yet controlled, growth for many years

to come.

www.urbanoutfitters.com


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URBAN OUTFITTERS STORE LOCATIONS IN USA

ALABAMA Birmingham

MISSOURI Kansas City St. Louis

SOUTH CAROLINA Charleston

ARIZONA Scottsdale Tempe Tucson

FLORIDA Jacksonville Miami (2) Miami Beach Orlando Palm Beach Gardens Tampa

NORTH CAROLINA Charlotte Durham

GEORGIA Atlanta

NEBRASKA Omaha

TEXAS Austin Dallas (2) Houston (2) Spring

IDAHO Boise

NEW JERSEY Montclair

UTAH Salt Lake City

ILLINOIS Chicago (4) Evanston Oakbrook Schaumburg

NEVADA Las Vegas (2)

VIRGINIA Mclean Richmond

INDIANA Bloomington

VERMONT Burlington

KANSAS Lawrence

NEW YORK Buffalo Elmhurst Garden City New York (6)

WASHINGTON Lynnwood Seattle (2)

LOUISIANA Baton Rouge New Orleans

OHIO Cincinnati Columbus Westlake

CALIFORNIA Berkeley Burbank Costa Mesa Fresno Irvine Los Angeles (2) Newport Beach Pasadena Rancho Cucamonga Sacramento San Diego San Francisco San Jose San Luis Obispo Santa Barbara Santa Cruz Santa Monica Simi Valley Studio City Thousand Oaks Torrance Walnut Creek MASSACHUSETTS

Boston (2) Cambridge

OREGON Portland Tigard

COLORADO Boulder Denver Lone Tree

MARYLAND Baltimore

PENNSYLVANIA Ardmore King Of Prussia Philadelphia (2) Pittsburgh

CONNECTICUT New Haven

DISTRICT OF COLUMBIA Washington (2)

MICHIGAN Ann Arbor East Lansing Troy

RHODE ISLAND Providence

WISCONSIN Madison


20

Work Cited

“CITY Magazine Description” 2007. Standard Rate and Data Services

Media Solutions. December 15, 2007. <http://www.srds.com/portal/main?action=MainFrameset>.

“Company Profile.” 2007. Urban Outfitters, Inc., 04 December, 2007. <http://www.http://urbanoutfittersinc.com/profile/index.jsp>.

“Facebook’s Advertising Rate Cards Unveiled” Mashable – Social Networking News. December 14, 2007. <http://mashable.com/2007/07/30/facebook-rate-cards/>.

“IN STYLE Magazine Description” 2007. Standard Rate and Data Services Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>.

“NYLON Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>.

“SPIN Magazine Description” 2007. Standard Rate and Data Services Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>.

“STYLEWATCH Magazine Description”2007. Standard Rate and Data Services Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>.

“Urban Outfitters, Inc.” International Directory of Company Histories, Vol. 74. St. James Press, 2006. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group. 2007. <http://galenet.galegroup.com/servlet/BCRC>.

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