Scholarshop: Ingredients for Great Taste in Fashion

TA BL E OF CON T E N TS

OBJECTIVES......................................................... 2 EXECUTIVE SUMMARY.................................... 3 SITUATION ANALYSIS...................................... 4 TARGET................................................................... 5 S.W.O.T.................................................................... 6 RESEARCH & INSIGHTS.................................. 7 BIG IDEA................................................................ 8 STRATEGY............................................................. 9 CREATIVE BRIEF.............................................. 10 CREATIVE............................................................ 11-18

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OB JEC T I V E S

Develop a year long campaign that attracts and satisfies target audience.

Increase foot traffic that will lead to transaction.

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E X ECU T I V E SU MM A RY Since 1960 ScholarShop has provided local St. Louis shoppers with smart and affordable fashions. ScholarShop has set out to become the best discounted resale shop in St. Louis with their two store locations in Webster Groves and Clayton. They want people to view them as trendy with a high sense of fashion at a retail price.

However, there are two major issues standing in their way. 1) They have little consumer awareness. 2) The clothing donors and store shoppers are from two different demographics.

To solve our client’s problems, our 2016 mix media campaign will focus on the following: increasing in-store traffic which will lead to transaction sales. Through a social media revamp we will engage our targets on a more personal level. The ScholarShop brand as it is now is very product focused, we plan to turn it into a lifestyle brand that the targets can relate to and feel a sense of loyalty towards.

To keep the store filled with current fashions, we will offer store credit for customer’s gently worn clothes.

This will give target shoppers incentive to not only donate clothes, but to shop more as well. Plus, our loyalty program will be the icing on the cake for ScholarShop customers. We will send them a 20% off store coupon for their birthday. It’s our reward to them for being loyal customers.

For the push months, February, May, August, and October, we will offer special in-store only promotions and exclusives. More importantly, we will host a one day only event on the first Saturday of each push month where we will partner with a local St. Louis food trucks to unveil our new arrivals and best styles.

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S.W.O.T. A NA LY ISIS STRENGTHS

• Better than most other local drift/bargain resale stores • More social media following than Ditto and Rung.

• Positive Reviews • Miki’s Closet

• Expand Miki’s Closet • Expand social media presence • Create a more lifestyle brand - focus more on experience than just pushing products • Create a loyalty program

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OPPORTUNITIES

WEAKNESSES • Weak social media presence • Clothing donors are not same demographic as the shoppers • Cannot compete with big discount retail chains (e.g., Marshalls, Ross, & Kohl’s) • No traditional advertising except for outdoor one outside billboard on I-44 • Little consumer buzz • Outdated in-store decor • No uniformed brand personality/voice/identity

• Plato’s Closet • Bigger resale/discount stores/chains

THREATS

TA RGET Millennial and Generation X, ages 25-45, female bargain hunters YOUNG PROFESSIONALS Jess is 25 years old. She just graduated from college and is trying her best with looking for work in her field. She’s always dressed to impress, especially when she has an interview. Jess lives with two roommates and they all love keeping up with new fashion trends while searching for a great bargain. Even though her new professional field doesn’t allow her much room to experiment with the latest trends, she enjoys creating looks that mix business professional with her own unique style.

HONEYMOONERS Rose is a 32 year old teacher. She’s in a relationship with a great guy and named James. They met each other at a mutual friend’s party. And after getting to know each other, they started dating. The couple loves to spend time outside on the weekends, watch scary movies and hang out with their close friends. Rose is a creative soul and she expresses that in how she dresses. Always looking for a bright colorful new piece to add to her wardrobe, Rose is known for always looking her best.

WORKING MOMS Christa is a 44 year old small business owner. She has been married for 20 years, she has a 16 year old daughter and a 14 year old son. She adores her children and always tries to be there for them. Therefore, you can find Christa and her husband at all events that involve their kids. From birthday parties to their school’s multicultural festival to their daughter’s soccer game. When Christa has ‘me’ time, she loves to search the racks at bargain retailers for the perfect unique find. She is the true bargain hunter.

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SI T UAT ION A NA LYSIS ScholarShop is one of the top local resale clothing shops in the St. Louis area with two locations in Webster Groves and Clayton. For their 2016 campaign they would like to be positioned as the top resale store for upscale clothing at a resale price. In the minds of our targets, ScholarShop wants to be thought of as “high fashion” and “trendy”. The goal of the new campaign to increase in-store traffic which will ultimately lead to transactions. They currently have a small following on social media compared to their biggest competitor, Plato’s Closet, and their in-store décor does not match their stylish and edgy advertisements. ScholarShop does not have a solid brand personality/identity, and their clothing donors are not the same demographic as the shoppers they’re targeting. These are the obstacles we must overcome if we want to resonate with targets and generate more sales.

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R E SE A RCH & I NSIGH TS

• Gen X women want sophistication and quality, but they also want value and convenience • Gen X is the only generation who regularly consumes their marketing messages from all the main media channels including social media and mobile (unlike boomers) and TV/Cable (unlike Gen Y).

• Pew’s Generations report that 86% of Gen Xers are online on almost a daily basis.

• Digital Video is even more popular among Gen Xers than social networking (78.7%) • Gen X is the second largest percent of Pinterest users (30%), which are mostly women.

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BIG IDE A

INGREDIENTS FOR GREAT FASHION

Let’s dish, putting together an amazing look is essentially like baking a cake, you need a cup of confidence, a pinch of sass, with a teaspoon of fierce in order to rock that navy cashmere sweater and plaid skirt. Well think of ScholarShop as your test kitchen and all of our clothes, shoes, and accessories as your everyday ingredients for great fashion.

Whether you want a dash of sugar with a magenta wrap dress, or maybe a hint of spice with an electrifying red pump for a night on the town, ScholarShop has you covered. We have everything you need to prepare an amazing look for any situation or occasion. Cooking fashion takes time and refinement to create the perfect dish, and at ScholarShop we’ll help them find all the ingredients they’ll need for great fashion.

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ST R AT EGY

The creative approach we chose is a mixture of humor, social, and a light hint of sex appeal. The campaign will have a humorous edge while also engaging in women’s needs to feel comfortable and sexy in their clothes. Our ads will showcase women’s confidence more than just their looks.

We will feature different women with a variety of different looks to show that no matter the occasion: date night, board meeting, PTA meeting, or running simple errands, ScholarShop has the perfect outfit to compliment you.

With our campaign theme “Ingredients for Great Fashion”, we will position ScholarShop in the minds of targets as the one-stop-shop for all their clothing needs. We will resonate with targets by connecting two of their favorite passions, food and discount retail! No other competitor, big chains included, are taking such a creative approach to their brand positioning. Most of the competition markets themselves as “discount clothing” and “huge savings”. Yes, we want our targets to think of us as the best place for discount deals, but we also want them to think of us as high fashion, trendy, modern, and dare I say, saucy.

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CR E AT I V E BR IEF POSITION

Upsc a le cloth ing at ba rga in pr ice s. For cha mpa g ne ta ste s o n a beer bud get.

STRATEGY ScholarShop will provide its targets with a rewarding and satisfying shopping experience by catering to a bargain hunter’s need for the thrill of finding that perfect piece to add to their collection.

We have all the right ingredients for everyday style. This will lead to more in-store transactions and build consumer loyalty

NE O T art m or • S u n m u • F dg y H • E

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CR E AT I V E

DIRE CT MAI LER To keep the store filled with the latest fashions, we proposed a clothing swap. When customers bring in their gently worn old clothes they will receive in store credit respective to the quality of the clothes they donate. This will give target shoppers an incentive to donate clothes and shop more as well.

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TREATS AND TREASURES

For the first Saturday of our four push months, ScholarShop will partner with different local St. Louis food trucks to host an all day unveiling event of all the new styles in both store locations in Clayton and Webster Groves. Guest can shop at their leisure while looking for their perfect finds and with just a step outside they can enjoy some of the finest street food St. Louis has to offer. It’s good food and good fashion. This event will be one day only and the following week we will have a 10% off discount on all transactions of $50 or more.

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PUSH MONT HS Aug ust October Febuary May

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SOCIAL MEDIA REVAMP! ScholarShop is completely product focused on their social media, with our social media revamp we plan to turn it into a lifestyle brand that the targets can relate to.

The goal is to engage with them on a more personal level, which will increase brand loyalty. Move over Plato’s Closet!

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LOYALTY PROGRAM

We will email a 20% off store coupon on customers’ birthdays as a thank you for their loyalty. The coupon is good for a year and there will be no minimum purchase required.

They will also receive emails about new arrivals and store events. The cashier will ask if customer would like to sign up for our loyalty program at check out.

It’s Time for Some Lovin’ You deserve a stellar new outfit, or maybe just a new unique piece, at 20% off from us. Happy Birthday to our favorite fashionistas!

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BILLBOARD

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PRINT

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