MARKETING PLAN Cally Lam 1005312 BA (Hons) Fashion Management and Marketing EFMM6003 Major Project and Career Planning 2013
SUMMARY 4-5 TARGET CONSUMER 6-9 MARKETING TRENDS 10 - 13 BRAND POSITIONING 14 - 17 STRATEGY OBJECTIVES 18 - 23 ADVERTISING 24 - 31 ONLINE COMMUNICATION 32 - 35 PR STRATEGY 36 - 45 PRESS RELEASE 46 - 49 IN STORE PRODUCT LAUNCH 50 - 53 BIBLIOGRAPHY 54 - 58
MARKETING PLAN This marketing communication plan has been written with the purpose of outlining the strategies, tactics and programs that will be implemented in order to make up the launch of the collaborative range and the products. The main communication objectives of the strategy aim to establish the label identity and its unique product range as well as communicate the benefits that the brand provides to its consumer. In order to meet these objectives the strategic approach has centred on developing a relevant and comprehensive strategy for the target audience in order to capture their attention.
WHO ARE THE CONSUMERS? The most successful businesses understand that only certain people will buy their product or service. The task then becomes determining, as closely as possible, exactly who those people are, and ‘targeting’ the business’s marketing efforts and toward them.
MARKETING TYPOLOGY BORN AND RAISED WITH TECHNOLOGY AND BRANDS, STRIVES FOR SUCCESS, SOCIALISES AND COMMUNICATES THROUGH SOCIAL MEDIA, UPDATES LIFE THROUGH FACEBOOK, TWITTER AND INSTAGRAM, REMAINS LOYAL TO PARTICULAR STORES, DEDICATED FOLLOWER TO FASHION, EASILY INFLUENCED BY BRANDS AND CELEBRITY CULTURE. 8
BIG TRENDS FOR 2013 From number-crunching and data science to fine-tuned social content strategies and the convergence of entertainment and advertising, the following big ideas are set to shape marketing and brand communications in the year ahead.
KEY TRENDS PERSONALISATION, BIG DATA, REAL TIME BIDDING, SOCIAL SOPHISTICATION, NATIVE ADVERTISING, VISUAL AND VIDEO STRATEGY SOLO ME, SECOND SCREENS. 12
BRANDING It makes sense to understand that branding is not about getting the target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives that a good brand will achieve include: • Delivers the message clearly • Confirms your credibility • Connects your target prospects emotionally • Motivates the buyer • Concretes User Loyalty
BRAND VISION Building a story on design ethos offering reliability and edge. Creating and producing directional, design-led pieces.
BRAND PERSONALITY Providing an exciting, fresh product range for their consumers. Leading with quality and design providing classic pieces and inspired one off garments.
BRAND VALUES With an uncompromising commitment to delivering innovative and original products it fuses exceptional design, quality and value. French Connection is a global womenâ€™s designer fashion brand dedicated to dressing glamorous, confident women in polished, fun and feminine clothes.
STRATEGY & OBJECTIVES
PRIMARY OBJECTIVES The objective for this campaign is that it will identify the specific points that are to be reached in order to achieve the aims of the campaign. The objectives will be set as measurable targets to monitor the success of the campaign. The primary objective – • To raise the profile and improve brand perception of the high street fashion brand French Connection amongst its female target market of 18 – 35 years.
COMPANY OBJECTIVES • Increase market share within the UK womens fashion market • Increase sales • Position the French Connection brand as one of an innovator
MARKETING OBJECTIVES • New product introduction. Build awareness for the brand and its products. • Communicate the identity of the product and how it represents the target audience • Communicate the benefits and unique attributes of the new product to that target audience • Develop the brand community- engage consumers with ongoing conversation, interaction and involvement
COMMUNICATION OBJECTIVES • Raise awareness for the prouct, brand and new identity • Communicate the features and benefits of the new products • Develop an interactive, engaging and collaborative community
BRANDING STRATEGY THAT WILL BE IMPLEMENTED Successful branding creates “brand equity” – the amount of money that customers are willing to pay just because it’s your brand. In addition to generating revenue, brand equity makes your company itself more valuable over the long term. By defining the brand strategy and using it in every interaction with your market, you strengthen your messages and relationships. 8 Branding Strategy steps 1. Define Your Brand 2. Your brand as a business model 3. Consistency 4. Connect on an emotional level 5. Stay relevant and flexible 6. Align tactics with strategy 7. Measure the effectiveness 8. Cultivate your community
ADVERTISING & STRATEGY The strategy implemented will be consistent with the marketing obejectives that the brand want to achieve. The strategy will consist of: â€˘ Creating a reputation as the market leader may allow you to increase your prices and win long-term contracts. â€˘ Building brand awareness for a product makes the product easier to sell. It also makes it easier to launch new products. â€˘ Making consumers feel good about the company which can boost sales. As the company is internationally known the range would have the exposure as French Connection would have the ability to create an advertising program to communicate a consistent message to consumers as well as the ability to deliver through a variety of different sources in an effective way to reach consumers.
THE COMMUNICATION MESSAGE The advertising aims to communicate a message that informs the target audience that the new product range and the brand leads with quality and design - produces robust classics and inspired one-offs. Building the story on the design ethos, offering reliability with edge.
HOW IS IT CONSISTENT WITH THE OBJECTIVES? The advertising will communicate to the viewer the identity of the brand and products. This is consistent with the main communication objectives as it is building awareness for the brand as well giving the brand the opportunity to sell the product to the target audience.
THE CAMPAIGN & STORY THE MESSAGE To communicate the new brand identity of the brand, the product offering and represents the brand ehtos.
AD PLACEMENT From market research it was shown that the target audience were tech savvy and well connected with social media. Therefore the most appropriate form of advertising would be through digitial advertising as the company can use this method to communicate and engage with their employers as well as to maintain and build their brand image and market products to consumers. The advertisements will be marketed using the following:
WEB BASED MARKETING This form of advertising targets internet users whilst they visit websites. The company will use pop up advertising in order to promote the range and launch dare. Video adverisements will be used for example a YouTube video will be made to show the design process behind the collection.
VIRAL MARKETING Viral marketing is a form of digital advertising businesses use to spread the word about their brand. Advertising messages will be spread digitally through email and other online media. This form of advertising encourages existing customers to tell others about a product, service or company. The intent is for word to spread like a â€œvirusâ€? to others within a social group or network.
ELECTRONIC BILLBOARD This method can help catch passing consumers attention and the advertising messages can be changed throughout the day. Digital billboards are cost-effective because several advertisers share the expense with rotating advertisements. They are flexible because new designs and advertising messages can be changed within a day or two. Other traditional forms of advertising will be used such as print media however the campaign will be driven by digital marketing.
SHORT FILM A one off short film will be made to allow the target media to have an insight into the process of how the collection was made. The audience will be able to see the design process and view how the company channel their originality into their products, as well communicating to the audience how important quality and design are. The viral content will be available on the website and on YouTube. The short film will give the audience a more in depth understanding of the message which is being communicated as well as more insight into the new label and itâ€™s identity and values. In return this will hopefully build up brand awareness as well as creating interest for the collection.
EXCLUSIVITY, INTERACTION AND COMMUNICATION The aim of the online strategy is to interact with the consumers and build deeper meaningful relationships between not only brand and consumer but also between brand and community. It is also important to retain the exclusive element within the online strategy. Everything needs to be highly targeted and therefore increasingly relevant to whom the strategy is meant to target.
SOCIAL MEDIA FOCUS In terms of social media strategy the focus will be placed on utilising the most relevant platforms in terms of reaching the target. In other words the strategy is not to focus on the platforms which are the most popular overall, or which reach the largest audience overall. It is focused on the platforms which allow the brand to reach and communicate with the target audience in the most interactive way. For most youth brands building brand pages on sites such as Facebook and Twitter are at the core of their social media strategies. The social media websites that that will be used to promote the range – • • • • •
Facebook Twitter Pintrest Instagram Tumblr
The following social media websites will be used to promote the launch and the promotional event as using sites such as Facebook and Twitter can allow the company to promote the range nationwide as well as nationwide. The websites will be utilised in the following ways – • Getting consumers to Facebook like the products • Posting an album of the collection once finalised • Creating a Facebook event and getting as many of the target audience to attend • Facebook countdown to the event • Placing any positive press coverage on the site • Getting Twitter users to tweet about the range using hashtags • To encourage consumers to retweet about the launch and range • Post images of the design process and sneak previews of the products on Pintrest and Instagram • Reblog inspirational images that inspired the collection on Tumblr Utilising all forms of social media will again create brand awareness and engagement amongst their consumers and can help to drive traffic to their website as well as reaching new audiences who many not have been following the other social media sites French Connection will promote on.
KEY ELEMENTS These are the three key elements of what the PR strategy needs represent. Overall through use of carefully thought out PR tactics the aim is centred around successfully establishing the new label and its products with the correct target audience. Along with establishing the new label, the PR strategy aims to create a positive association in regards to the new label in the minds of the target consumer. Raising awareness for the products and their features is especially a focal point for the PR strategy. Whereas the advertising is more based around creating an identity and story.
PRIMARY OBJECTIVE To raise the profile and improve brand perception of the high street fashion brand French Connection amongst its female target market of 18 – 35 years.
CAMPAIGN OBJECTIVES The PR Campaign objectives are to – • Raise the profile of the high street fashion brand amongst females aged 18 – 35 years • Hold press days within the lead up to the launch. • Secure at least 4 editorials • Ensure positive editorial coverage is being received • Organize and hold a catwalk event to celebrate the collaboration as well as to launch the collection • Increase the number of target consumers visiting the store • Increase the number of French Connection customers that are signed up to the newsletter by 50% • Increase the amount of followers on Twitter and Facebook by 50%. • Increase the amount of French Connection target consumer of females aged 18-24 years visiting French Connection online and purchasing from the website • Gain feedback from the French Connection brand demographic of females aged 18-24 years during each month of the campaign
OUTPUT OBJECTIVES The output objectives will identify the activities that need to take place, alongside the work that needs to be produced and distributed to gain coverage in the media. The output objectives are to: • Produce a media kit • Produce invitations to invite press to the press day. • Produce and send press release to relevant fashion and lifestyle magazines. • Meet with editors to secure print media feature/editorial on the collaboration
IMPACT OBJECTIVES The impact objectives will identify the effect expected from the PR activities on the target market and various publics, such as the press and stakeholders. The impact objectives will be organised into 3 types of impact – 1. Informational impact 2. Attitudinal impact and 3. Behavioural impact Informational objectives The informational impact objectives will concentrate on message exposure, comprehension and retention. The informational impact objectives are to: • Inform more of French Connections target market of females aged 18-35 about the brand • Create a better understanding of the fashion brand amongst its target market of females Attitudinal objectives The attitudinal impact objectives will aim at modifying the existing attitudes of the target market and the press towards forming a better brand perception. The attitudinal impact objectives are to: • To change any negative existing attitudes towards the brand. Behavioural objectives The behavioural impact objectives will aim at modifying the behaviour of the current target market of females. The behavioural objectives are to: • To increase the number of target market of females aged 18-35 years • visiting the store each month • To generate maximum press attention
The formation of a PR strategy will help • • • •
Plan the campaign to raise the brand awareness. Define who the campaign is aimed at, and that target publics. Indicate what needs to be done and why? Help manage expectations and achieve measurable results
The most obvious group of publics to the French Connection brand is the consumer a typical female aged 18-35 years whose interests lie in fashion and more favourable fashion that is of good quality and design. The goal of the PR campaign is future orientated, to help achieve the goal of building and maintaining a positive perception of the French Connection brand in the mind of its publics, being those groups whose members have a common interest or value in the brand. The relationship between an organization and its publics can determine both positive and negative PR being generated. Therefore it is important that the brand develops a good relationship with its publics: • • • • • • • •
Their customers The general public The government Their Shareholders Their Competitors Their Suppliers The media and Their employees
To ensure effective communication is made with each of these publics to achieve the goal of building and maintaining a positive perception of the brand it is important to identify the type of public, so the right PR strategies and tactics can be implemented by the campaign to filter these publics. The types of publics to be considered are: • • • • • •
Traditional and non-traditional publics Latent, aware and active publics Intervening publics Primary, secondary and tertiary publics Internal and external publics Domestic and international publics
CAMPAIGN TACTICS The campaign tactics identify how the campaign strategies will be put into action to achieve the stated objectives. Methods of communication will be incorporated to achieve the key messages of the campaign being received and acted upon by the primary and secondary target publics. Objective 1 • To produce a media kit and send it out to the editors of major fashion and lifestyle publications. The tactics Work with the team to decide what will go into the media kit for the brand. Establish a contacts list to determine who the media kit will be sent to. Design and produce the media kit and distribute the media kit to x, y and z magazine. Objective 2 • Secure 5 print stories in major print media publications before and after the launch. The tactics Send press releases to various major fashion and lifestyle publications. Establish contacts list so the press releases can be sent out as soon as they are ready. Objective 3 • Gain exposure for the collaboration in x, y and z magazine in the leading month towards the launch of the collaboration. The tactics Send key season pieces to the fashion editors of x, y and z magazine. Establish contact list so we know exactly where each item is going to. Objective 4 • To utilize social media platforms to create awareness for the collaboration The tactics To use platforms such as Facebook and Twitter to create a buzz for the collection. Objective 5 Create a catwalk event to celebrate and launch the product. The tactics Create an invitation to send to industry officials and an invite for the general public. As well as arranging the venue, time, food, and models.
The press release will be emabargoed until August 1st 2014 when it will be published at www.frenchconnection.com
PRESS RELEASE French Connection Announces Collaboration with American Socialite Olivia Palermo February 15th 2013 French Connection today announced a collaboration with Olivia Palermo – one of the most influential trendsetters on the fashion scene – to introduce an exclusive collection of women’s apparel, including an assortment of limited edition pieces. The collection will be available from 11th September 2014 at all French Connection stores and Frenchconnection.com. Olivia Palermo for French Connection will be a modern and versatile collection embodying Olivia’s eye for pushing trends. Olivia has designed a collection of that will be based on design ethos offering reliability, edge as well as reflecting on Olivia’s style. The range will consist of apparel pieces as well standalone separates that mix and match to create endless ensembles. The collection ranges in price from to for apparel and to for the limited edition pieces. Speaking about the collaboration Olivia said, “It’s all about reinterpreting classic styles, I am excited to be representing the brand”. Stephen Marks found and CEO of French Connection has also expressed his excitement about the collection “we are excited to have Olivia temporarily join our design team and can’t wait to show everyone the collection and new campaign featuring Olivia”. The collection will be launched at French Connections London flagship store on Regent Street. A special catwalk will be set up in store to launch the range and the re-design of the flagship store. The event will be held on the 11th of September 2014 with the collection being launched on the same date and will be available worldwide from the 12th September 2014. For all details about times and further information about the collection please contact Cally Lam on: Email:firstname.lastname@example.org
IN STORE PRODUCT LAUNCH
AIMS AND OBJECTIVES OF THE EVENT • Welcome the new product range • Create a community feeling and interact with consumer • Promote the new innovative retail flagship store • Generate a healthy proportion of sales for from the new range
French Connection want to celebrate the new store rennovation and launch of collaboration with their loyal customers as well as industry officials. At the launch the products will be available to purchase for the first time. There will be two seperate events one will be held for industry officials and the other for the customers. The event will be a catwalk event hosted by Olivia Palermo were she will discuss the collection and her favourite pieces. Staff will also introduce the new innovative retail technology to guests. The purpose of the event is not only to promote the range but to communicate and reinforce brand identity, generate positive press coverage to target media, showcase the product features, engage with consumers and to encourage sales.
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