DESIGN LAB
GROUP ONE
A G E N DA
§ I N T R O D U C T I O N § O U R
C U S TO M E R
§ G OA L S § C O N C E P T § I N S TAG R A M § B U D G E T
INTRODUCTION § D E S I G N L A B ·
L O R D & T AY L O R ’ S
EXCLUSIVE NEW CONTEMPORARY BRAND
·
FAST,
·
Q U A L I T Y P R O D U C T AT A F F O R D A B L E P R I C E POINT
·
E V E R - E V O LV I N G B A S E D O N E M E R G I N G TRENDS
·
A
C O L L A B O R AT I O N O F R U N W AY I N S P I R AT I O N , C R E AT I V E I N T E R P R E TAT I O N F R O M T H E B U Y I N G T E A M , L AT E S T T R E N D I N F O R M AT I O N F R O M T H E F A S H I O N O F F I C E
·
TOGETHER,
F U N , YO U N G , T R E N D R I G H T
T H E Y O F F E R A R E L E VA N T , TREND RIGHT PRODUCT FOR THE LORD & T AY L O R G I R L T O L O O K A N D F E E L G R E AT I N
W H Y I N S TAG R A M
Â
http://badgeville.com/2013/12/18/infographic-the-rise-of-the-millennials
O U R C U S TO M E R
§ M E E T J E S S I CA · · · ·
23 YEARS OLD J U S T S TA R T E D H E R F I R S T J O B L OV E S C H A S I N G T R E N D S W A N T S T O F E E L C O M F O R TA B L E & CONFIDENT ABOUT HER CHOICES
· A P P R E C I AT E S BUDGET
QUALITY ON A
· L O V E S T O W AT C H S E X A N D T H E CITY AND GIRLS, WORKING OUT THE GYM, GOING OUT WITH
AT
FRIENDS
· S H O P S AT L O R D & T AY L O R , Z A R A , FREE PEOPLE · V A L U E S Q U A L I T Y & T R E N D S AT T H E RIGHT PRICE
§
AC C E S S A “ N E W J E S S I CA ” · B R I N G I N G N E W C U S T O M E R S L O R D & T AY L O R
TO
G OA L S § D R I V E
SALES THROUGH INCREASED BRAND EXPOSURE
§ I N T R O D U C E A N D L O R D & T AY L O R
C R E AT E I N T E R E S T I N
DESIGN LAB
§ C R E AT E
A SOCIAL MEDIA PRESENCE FOR
§ A C C E S S
N E W C U S TO M E R S
§ E S TA B L I S H
B R A N D L OYA LT Y F O R
§ G E N E R AT E E X C I T E M E N T F O R YO U N G , E X C I T I N G I M AG E
AND
DESIGN LAB
L O R D & T AY L O R
THE BRAND WITH A
CONCEPT
§ N E W I N S TAG R A M · L I N K T O L O R D &FOLLOWERS
§ D E S I G N L A B · T O U R ·
AC C O U N T F O R D E S I G N L A B & T AY L O R ’ S A C C O U N T F O R E X P O S U R E
P R O M OT I O N A L T R U C K
C O L L E G E S A C R O S S T H E N O R T H E A S T U N I T E D S TAT E S
W I L L G O T O S C H O O L S T H AT A R E C L O S E T O S TO R E S
L O R D & T AY L O R
§ B R A N D A M BA S S A D O R S · H I R E D
I N T E R N S F R O M E A C H U N I V E R S I T Y T O H E L P AT E A C H O F T H E I R CA M P U S E S
B R A N D A M BA S S A D O R S § A
S O C I A L CA M PA I G N D E S I G N E D TO I N C R E A S E VISIBILITY & BUILD A R E L AT I O N S H I P W I T H AU D I E N C E
§ R E S P O N S I B I L I T I E S ·
SHARE CONTENT ON SOCIAL NETWORKS
·
A CT
AS LIAISON BETWEEN LORD AND EACH UNIVERSITY
& T AYLOR
§ P U R P O S E ·
ENHANCE CUSTOMER ENGAGEMENT
·
INCREASE BRAND AWARENESS ON CAMPUS THROUGH ' WORD OF MOUTH’ AND SOCIAL MEDIA
·
B UILD EMOTIONAL CONNECTION WITH BRAND
THE TRUCK § “ T H E A P P E A L I S T R U C K S , INC
THE EXPERIENCE”
–V E N D I N G
·
S TUDENTS F ASHION
·
GIVES YOUNG WOMEN A NEW WAY TO EXPERIENCE THE HOTTEST TRENDS
WHO VISIT TRUCK WILL EXPERIENCE THE
D ESIGN L AB F AST
§ I N S TAG R A M · · ·
T HE F IRST F ASHION T RUCK POWERED BY FOLLOWERS T HE MORE FOLLOWERS IT GETS, THE MORE D ESIGN L AB GETS SHARED F OLLOWERS CAN KEEP UP WITH THE TRUCK WITH OUR EXCLUSIVE HASHTAG, # D E S I G N YO U R S E L F
§ B R I N G S L O R D & T AY L O R
D I R E C T LY TO YO U
TRUCK DESIGN
THE EXPERIENCE § T R U C K
C O N TA I N S G I V E A W AY S
§ V I S I T O R S PERSON
DESIGN LAB
&
H AV E T H E O P P O R T U N I T Y T O V I E W P R O D U C T S I N
§ O R D E R & V I E W F U L L U S I N G I PA D S I N T H E ·
SAMPLES, PRIZES,
COLLECTION IN LOOKBOOKS TRUCK
&
ONLINE
RECEIVE FREE SHIPPING ON ORDERS MADE FROM THE TRUCK
§ T V
S C R E E N O N T H E S I D E O F T H E T R U C K D I S P L AY S S L I D E S H O W O F D E S I G N L A B ’ S I N S TA G R A M F E E D
§
C O M P L I M E N TA R Y C O F F E E B A R
§ D E S I G N L A B
W I L L B E AC T I V E I N T H E CA M P U S C O M M U N I T Y , M E E T I N G S T U D E N T S , TA K I N G P H O T O S W I T H S C H O O L M A S C OT S , & S H OW I N G S C H O O L S P I R I T
C A M PA I G N L AU N C H – A P R I L 2015
§ W H Y A P R I L ? § B E G I N N I N G
OF SPRING W A R M E R W E AT H E R
–
§ S L O W
TIME BETWEEN SPRING BREAK AND FINALS
§ S T U D E N T S
ARE MORE AC T I V E O N CA M P U S I N THE SPRING BEFORE THEY H AV E TO L E AV E F O R H O M E
ROUTE §
P ENN S TATE U NIVERSITY
§
C ORNELL U NIVERSITY
§
S YRACUSE U NIVERSITY
§
H ARVARD U NIVERSITY
§
B OSTON U NIVERSITY
§
N ORTHEASTERN U NIVERSITY
§
U NIVERSITY
§
T RINITY C OLLEGE
§
Y ALE U NIVERSITY
§
F AIRFIELD U NIVERSITY
§
M ONTCLAIR S TATE U NIVERSITY
§
R UTGERS U NIVERSITY
§
P RINCETON U NIVERSITY
§
U NIVERSITY
§
V ILLANOVA U NIVERSITY
§
U NIVERSITY
OF
D ELAWARE
§
U NIVERSITY
OF
M ARYLAND
§
J OHNS H OPKINS
§
A MERICAN U NIVERSITY
§
G EORGE W ASHINGTON U NIVERSITY
OF
OF
C ONNECTICUT
P ENNSYLVANIA
UNIVERSITY
PRIZE WHEEL
§ F O L L O W D E S I G N L A B ’ S I N S TAG R A M A C C O U N T F O R SPIN
A
G I V E AWAY S
I N S TAG R A M C O N T E N T § S T R E E T
STYLE
§ D E S I G N L A B § L I F E S T Y L E § T R U C K § T I E
PRODUCTS
POSTS
O N T H E R OA D
IN WITH STYLE BLOGGER
§ P I C T U R E S § I M A G E S § T O U R
O F C O L L E G E CA M P U S E S
OF THE PRIZE WHEEL
MAPS
§ H I G H L I G H T S
FROM SCHOOL VISITS
I N S TAG R A M P R O F I L E
EXAMPLE POSTS
L I K E T O K N OW IT § “ L I K E §
TO
BUY”
E NA B L I N G U S E R S TO S H O P T H E I R FAV O R I T E I N S TAG R A M POSTS ·
A L L OW S TO P T I E R S T Y L E P U B L I S H E R S A N D C O M PA N I E S T O M O N E T I Z E T H E I R D I G I TA L BRAND
· 2 , 5 0 0 +
R E TA I L E R S A N D 2 0 0 + BRANDS USE LIKETOKNOWIT
· C U S T O M E R S
SIGNUP BY P R OV I D I N G E M A I L A D D R E S S · L I K E T H E C O M P A N Y ' S I N S TA G R A M A N D P O S T S O F FA S H I O N B L O G G E R S , AND LIKETOKNOWIT W I L L S E N D L I N K S TO B U Y THE PRODUCTS
https://www.youtube.com/watch?v=WSCk-e4MCzM
A S S O C I AT E D C O S T S ITEM
DESCRIPTION
QUANTITY
TOTAL
4 WEEK TRUCK RENTAL
BASIC TRUCK RENTAL INTERIOR WALLING, AND NON-‐SLIP FLOORING $3,700 PER WEEK FOR 4 WEEKS
1
$14,800
DISPLAY WINDOW
10 FT. DISPLAY WINDOW ON SIDE OF TRUCK
1
$1,500
42” TV
42” FLAT SCREEN TELEVISION INCLUDES DVD PLAYER, SPEAKERS AND TUNER (GENERATOR REQUIRED)
1
$1,650
7.5KW GENERATOR
7500W GENERIC QUIET PACT GENERATOR STANDARD GENERATOR OPTION
1
$500
STAINLESS STEEL WORK TABLE
COMMERCIAL GRADE STAINLESS STEEL WORK TABLE UNDER TABLE SHELVING, 4 FEET EACH
2
$500
TRUCK EXTERIOR DESIGN
FULL VINYL TRUCK WRAP
1
$4,700
COFFEE BAR SUPPLIES
COFFEE, COFFEE MAKER, CUPS, ETC. FOR USE IN COMPLIMENTARY COFFEE BAR
1
~$2,000
IPADS
USED FOR ON-‐SITE SHOPPING
2
$1,000
SHIPPING COSTS
SHIPPING TO AND FROM NEW YORK CITY
1
$1,000
GAS SURCHARGE
TRUCK WILL BE DELIVERED WITH FULL GAS TANK AND CAN BE RETURNED AT ANY LEVEL
1
$245
MILEAGE
500 MILES ALLOWED PER WEEK, PER TRUCK FOR THE DURATION OF THE
TBD
GIVEAWAY ITEMS
SMALL ITEMS TO BE GIVEN AWAY FROM PRIZE WHEEL EX.) T-‐SHIRTS, NAIL POLISH, GIFT CARDS
~$7,500
PROGRAM
TOTAL
~$35,395
P R O J E C T E D R E S U LT S
§ I N C R E A S E D B R A N D AWA R E N E S S A M O N G MARKET, WILL HELP DRIVE SALES § $ 5 0 , 0 0 0
TA R G E T
I N S A L E S , D I R E C T LY C O R R E L AT E D W I T H
CA M PA I G N ( 1 )
PROFITS & LOSSES
(1) ASSUMES
SALES
$50,000
MARGIN
43%
GROSS PROFIT
$21,500
COSTS OF CAMPAIGN
$35,395
NET INCOME
($13,895)
50 TRANSACTIONS PER SCHOOL AT $50 AUR
T HANK Y OU
APPENDIX A EXECUTIVE SUMMARY Lord and Taylor is bringing Design Lab to the customer! We offer quality, trend-‐right products at an affordable price. Design Lab is Lord and Taylor’s new exclusive contemporary brand, born from a collaborahon of creahvity from the buying team and the latest trend informahon from the Fashion Office. Our strategy is to build customer loyalty as well as gain new customers. We’re pujng fast fashion on the road with our eye-‐catching fashion truck, promohng it through our own Instagram account. The Design Lab truck will travel to 20 different universihes along the east coast during the month of April, 2015, to engage with its customer base and offer them free giveaways with Design Lab labeling. Along the way, we will achvely keep up with the truck by poshng fun photos on our Instagram account and build excitement over trends by poshng newly arriving merchandise. This mass markehng campaign aims to access both new and exishng customers, drive sales through brand exposure, and build a strong social media presence. Our target audience for this social media campaign is young women ages 18-‐26. By targehng this age group, we hope to build generahonal loyalty and have these women conhnuously shop at Lord and Taylor throughout their lifehme. Our Instagram will easily appeal to our customers because of the social media plalorm’s ability to create inhmacy through the discovery and expression of photography. We propose to have a separate Instagram account from Lord and Taylor’s in order to expand upon the unique inhmate ability this plalorm has to offer. The truck will travel to different schools and will display a selechon of merchandise samples and giveaways menhoned before; we will not be directly selling any merchandise. In addihon, we will have a complementary coffee bar to anract the student body. We will travel with iPads that the students will be able to use to explore the full Design Lab collechon. We will hire Brand Ambassador interns at each school to help work out the logishcs of the truck’s arrival to the different campuses. Once on campus, our truck team will achvely engage with the students through the truck, join the campus community, and show school spirit. Throughout the course of the day on campus, the team will upload photos from the trip onto the Instagram account. In order to build a strong Instagram presence with this new account, the fashion truck will be powered by its followers and its exclusive hash tag-‐ #DesignYourself. The more followers the account gets, the more Design Lab will be shared. The budget for this campaign is about $35,395. Lord and Taylor should see $50,000 in sales directly coordinated with this campaign. We run the risk of a decrease return on investment and a decrease dollar amount in sales. However, we are confident that this campaign will prove to be successful. We have established an innovahve and excihng way to reach out to our customer base, building emohonal connechons between the brand and the customer. This campaign is the potenhal to establish lifelong customer loyalty to the brand for the younger consumer. Using Instagram as our main promoter will help to create emohonal connechons to Design Lab because it is an incredibly personal social media plalorm. This will be a very excihng inihahve for Design Lab and Lord and Taylor.
APPENDIX B TRAVEL SCHEDULE
APPENDIX C INSTAGRAM SOCIAL MEDIA CALENDAR -‐ APRIL 2015