ONLYBREATHE FASHION
By: Kassandra Mitchell February 6, 2014
Table of Contents Executive Summary …………………………………………....2 Overview……………………………………………….……….3 Competitive Advantage………………...………………………3 Goals……………………………………………………………4 Strategies………………………………………………………..4 Tools & Implementing………………………………………4&5 6 Month Plan………………………………………………...6&7 Argument for C-Suite Buy-In…………………………………..8
OnlyBreatheFashion is a blog with a fashion focus that highlights all components of the fashion industry and community in Chicago. Our current presence on Social Media has just begun but has many different platform ideas to target our market as well as a many active members within our market segment always looking to team up with others and cross promote. Our Competitive Analysis strategy is to follow social media platform opportunities that match our brands target market on the social web and identify ways the brand can use these platforms strengths to reduce its vulnerability to external threats from competitors or new technologies on the social web. Goals include building brand awareness, driving word of mouth recommendations, and integrating social media with public relations and advertising, while strategies include interacting, engaging, influencing, connecting and embracing. The target market of OnlyBreathFashion must love fashion, but do not necessarily have to be active in the Chicago Fashion Community or live in Chicago because the versatility of this blog includes many different highlights that are fashion related on local and global levels. Tools that will be used include blogs, social news sites, marketing location services, social networks, photo and video sharing sites, and micro blogs, implementing Facebook, Twitter, Instagram, Pinterest, Linked In, YouTube and the hosting site of the blog which is WordPress. Feedback, reach and company posts will be the Key Performance Indicators and our staffing will require 2 social media marketers, 3-5 event coverers, photo editor, and writer/manager. This plan was organized by the owner and creator Kassandra Mitchell which will also be the team leader for this project.
OnlyBreatheFashion is a new up and coming blog with a fashion focus. This blog highlights the currents in fashion including trends, celebrity styles, street wear, events in Chicago, boutiques, and anything else fashion related. The target market includes fashion lovers, the fashion community in Chicago, people interested in networking events and ones looking for new places to shop. In the past this brand was just an idea which presently is a work in progress, working on direction and solid resources so that in the future it can be the go to for fashion inspiration, highlights, and events. OnlyBreatheFashion can gain by using social media marketing because it can create an opportunity to expose the brand to the fashion community, create buzz and a high capacity of following in a short amount of time. It can also provide feedback and interaction with other fashion lovers linking the fashion community. Strengths includes a clear direction for the brand and taking advantage of multiply platforms. Opportunities include a solid foundation to link the fashion community and exposing the Chicago Fashion Community on a national level. Weaknesses include the brand just beginning and lack of beginner resources. Threats include local newspapers and blogs with fashion sections already being represented on social medias. Our Competitive Analysis strategy is to follow social media platform opportunities that match our brands target market on the social web and identify ways the brand can use these platforms strengths to reduce it vulnerability to external threats from competitors or new technologies on the social web.Observing, Interacting, Engaging and
influencing our target market are actions to secure in order to attract our following as well as keep them coming back and interested. Goals for OnlyBreatheFashion include building brand awareness, driving word of mouth recommendations, and integrating social media with public relations and advertising which will assist with achieving our competitive advantage. Strategies include interacting by contributing information on events, boutiques and fashion trends within the community on all platforms, engaging by networking events and daily featuring a street wear style to help drive word of mouth recommendations. Influencing by creating inspirational ideas photos and videos, connecting by offering multiple ways to do including location check ins and rewards for attending events and embracing by encouraging feedback and interaction between followers and the brand with quick response. Tools for OnlyBreatheFashion will include blogs, social news sites, marketing location services, social networks, photo and video sharing sites, and micro blogs. Implementing on these multiple platforms including: Facebook -to reach all ages, to share street wear recognition, to encourage check ins to boutiques that are highlighted for the week, for short event summaries, for links to our blog, to create event invites and to interact with followers. Instagram- to share fashion imagery, interact with others and tag them for inspiration, create short videos, invite followers to event, tune them in throughout event and tag our street wear recognitions. Twitter- for blasts on boutiques we will visit, to follow other brands and companies with similar target market, create trending topics and inform followers of events.
Pinterest- to post photos of our highlights, follow and pin others for inspiration. LinkedIn -to create professional contacts and to further network with professionals, stores and boutiques following up with what is going on with their brands and companies by participation in industry groups. Using keywords and linking to all other medias. YouTube- to post videos and live recordings from events encouraging feedback and followers to tag themselves if they see themselves in the videos. Linked to all platforms. Wordpress Blog- for full stories and coverage of the highlights, information, photos a combination and the originals of everything posted on social media sites. Key Performance Indicators will be determined by feedback (how much we receive and its content), reach (beginning on a local level then later national level), and company posts (consistency and amount of views).
2014
KPI’s
30%Increase Ingagement
February
March
April
May
June
July
Post 3 times a
Post 5
Post 3 times a
Incorporate
Focus only
Post 3
day develop
times a day
day work on
videos and
on creating
times a
presence
using call
quick response
images
dialogue,
day
to actions
timing
trending
and
topics
questions
20%more followers
Post 10 times a
Incorporate
Shout out for
Focus only
Continuing
Shout out
day develop
a regular
shout out
on videos
10 times a
for shout
presence
verbiage
day posting
out
for hashtags
15%more Followers
Post 25 times a
Focus on
Develop a
Maintain an
Focus on
Continue
day
retweeting
hashtag
equal ratio of
retweeting
using
others
verbiage
following
others
verbiage
and followers
15%more
Post regularly
followers
10%Growth connections
pin others
Follow others
Continue
Continue
Post
work
in congruent
posting and
pinning
regularly
categories
interact
others pics
Add all known
Seek out 3rd
Update
Participate in
Endorse
Seek out
professional
party
information
known skills
4th party
contacts
connections
Answers
of others
connection s
Blog Content
20%Growth in
Post regularly
#of visits
Focus on
Focus on use of
Word of
Cross
Continue
use of buzz
buzz words
mouth
promote on
to post
promotion
all social
regularly
words
medias
YouTube
20% Growth videos viewed
Develop video
Cross
content & post
promote
Create new videos
Cross promote
Create new
Cross
videos
promote
Discussion Boards/MS&I
10% Growth
Develop a
Keep in
Use
Initiate
Initiate
Word of
in referrals
presence
contact
controversial
discussion
discussion
mouth
through all sm platforms
M
with boutiques& organizations
topics
The broad idea of this plan for the brand OnlyBreatheFashion is to link the fashion community, make others more aware of events throughout Chicago, highlight boutiques, bring attention to street fashion and highlight fashion trends and celebrity trends. By providing this information which can be of great interest to the fashion community it brings forth many opportunities for people to get involved and interact. It can also create opportunities for companies and boutiques to promote their brand, to create a buzz of were u can find trendy items and highlight peoples fashion sense which can be used for inspiration. By maintaining many social media platforms all linked together OnlyBreathFashion plans to influence, connect, contribute, interact, engage and embrace in order to build a reliable reputation, create and secure a loyal following and enhance the fashion community in Chicago creating a go to for any and everything fashion related. The payoff will include cross promoting with boutiques we visit, street wear highlights shares from the person we highlight, event information and highlights create continuous buzz from networking, linkage of the fashion community and the go to, heavy following and influence on a national level, positive feedback and interaction , and requests to connect from companies for exposure and traffic. People we need include two social media marketers, 3-5 event coverers, photo editor, and writer/manager.