Intern Group Project Instagram 2014

Page 1

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


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