WE’RE COMING. STEVEN ALAN NASHVILLE S E P T E M B E R
2 0 1 4
Promotional calendar 2014 march: SCOUTING
FOR A WHILE NOW WE WERE THINKING NASHVILLE WOULD BE THE NEXT CITY WE OPENED UP SHOP. WE LOVE THE GROWTH WE ARE SEEING OVER THERE AND WE FELT LIKE WE HAD TO BE A PART OF IT. MARATHON VILLAGE WAS THE OBVIOUS CHOICE TO PUT A STORE. THE NEIGHBORHOOD IS FULL OF AMAZING RETAILERS, RESTARUANTS, AND MORE THAT WOULD HELP OUR BUSINESS GROW. WE DON’T NECESSARILY VIEW THE OTHER RETAILERS AS A THREAT BUT AS AN ASSET. TOGETHER WE WILL BE GREAT FOR EACH OTHER.
april: BEGIN CONSTRUCTION
WE LUCKED UP IN FINDING A FANTASTIC RETAIL SPACE IN THE NEIGHBORHOOD. WE ARE RIGHT NEXT DOOR TO IMOGENE + WILLIE, A BRAND THAT WE CARRY AS A COMPANY. (WE WILL NOT BE CARRYING IMOGENE + WILLIE IN THIS LOCATION). WE WILL BEGIN RENOVATING THE SPACE ON APRIL FIRST OF 2014.
may: CONSTRUCTION/ PARTY PLANNING/ HIRING
DURING THE MONTH OF MAY, WE WILL STILL BE IN CONSTRUCTION. WE WILL USE THIS TIME TO FAMILIARIZE OURSELVES WITH THE AREA AS WELL AS GET TO KNOW OUR NEIGHBORS. PLANNING FOR THE LAUNCH PARTY WILL ALSO TAKE PLACE IN MAY. AS WE GET TO KNOW OUR NEIGHTBORS, WE ARE SIMULTANEOUSLY LOOKING FOR A CATERER FOR OUR LAUNCH EVENT. MAY WILL ALSO BE THE TIME TO BEGIN RECRUITMENT FOR THE NEW STORE.
june: PROMOTE
LET NASHVILLE KNOW WE ARE HERE! DURING THE MONTH OF JUNE WE WILL BE SENDING E-MAIL BLASTS AS WELL AS UPDATING OUR SOCIAL MEDIA PLATFORMS ABOUT OUR NEW STORE OPENING.
JULY: BRAINSTORM SOCIAL MEDIA PROMO IDEAS/ POP UP SHOP
JULY WILL BE DEDICATED TO BRAINSTORMING IDEAS OF HOW WE WILL MARKET OUR NEW STORE OPENING. WE WANT TO DO SOMETHING THAT WILL MAKE OUR NASHVILLE CUSTOMERS WANT TO GET INVOLVED. AS WE ARE BRAINSTORMING BEHIND THE SCENES, WE WILL HAVE A SMALL POP UP SHOP INSIDE OF NEIGHBORING STORE, IMOGENE + WILLIE TO GAIN A BUZZ AROUND THE CITY AND INFORM ANY NEWCOMERS OF STEVEN ALAN WHAT WE ARE ALL ABOUT.
aUGUST: SCAVENGER HUNT
AS A TEAM WE DECIDED TO HAVE A SCAVENGER HUNT TO PROMOTE OUR STORE OPENING AS WELL AS THE GOODS THAT WE CARRY. THIS WILL TAKE PLACE DURING THE LAST 3 WEEKS OF AUGUST (10TH- 31ST). TWICE A WEEK WE WILL BE HIDING 1 MENS ITEM AND 1 WOMENS ITEM AROUND THE MARATHON VILLAGE NEIGHBORHOOD FOR CUSTOMERS TO RETRIEVE. ACTUAL ITEMS WILL NOT BE HIDDEN BUT A CERTIFICATE WILL BE AT HIDDEN LOCATIONS FOR CUSTOMERS TO BRING IN STORE TO PICK UP THEIR ITEM AT LAUNCH PARTY. WE WILL PROMOTE ALL SCAVENGER HUNT DATES VIA SOCIAL MEDIA. WINNERS WILL ALSO RECEIVE A VIP PASS AND +1 TO OUR LAUNCH EVENT WHICH INCLUDES A CHANCE TO MEET STEVEN ALAN AS WELL AS DESIGNERS AND MEMBERS OF THE BANDS PLAYING AT OUR PARTY.
SEPTEMBER: LAUNCH PARTY/ OPEN FOR BUSINESS
THE OFFICIAL LAUNCH PARTY WILL BE SATURDAY, SEPTEMBER 6TH. WE WILL BE OPEN FOR BUSINESS ON FRIDAY THE 5TH.
EVALUATE AND BRAINSTORM HOW DID WE COME UP WITH NASHVILLE?
STEVEN ALAN HAS A TOTAL OF 23 STORES, PRIMARILY IN NEW YORK AND CALIFORNIA, WITH THE A FEW OTHERS IN MAJOR CITIES THROUGHOUT THE COUNTRY. YET, STEVEN ALAN HAS ONLY ONE LOCATION IN THE SOUTH, IN ATLANTA. THE SOUTH IS A MAJOR UNTAPPED PART OF THE MARKET FOR HIGH-END, BOUTIQUE RETAILERS. STEVEN ALAN DEFINES ITS SELF AS “GROUNDED IN CLASSIC AMERICAN ROOTS – FASHIONED WITH A TWIST.” AND WHAT IS MORE CLASSIC AMERICAN THAN NASHVILLE? IN RECENT YEARS, NASHVILLE HAS BEGUN TO DIVERSIFY ITS SELF AND DRAW IN MANY NEW ARTISANS TO THE AREA. SOME INCLUDE: HAND-MADE JEAN COMPANY IMOGENE + WILLIE, HANDCRAFTED ACCESSORIES BY OTIS JAMES, AND LEATHER AND CANVAS BAGS BY EMIL ERWIN. WE FILL THAT THIS ENVIRONMENT IS THE PREFECT PLACE FOR STEVEN ALAN TO VENTURE TO NEXT.
WHY HAVE A SCAVENGER HUNT FOR THE PROMOTION?
ONCE WE DECIDED ON NASHVILLE FOR THE NEXT LOCATION WE TOOK A TRIP TO THE CITY TO EXPLORE AND FIND THE RIGHT NEIGHBORHOOD FOR THE STORE. WE WERE INSPIRED BY HOW DIVERSE EACH NEIGHBORHOOD IS AND ALL THE HISTORIC AND RICH WITH CULTURE THE LANDMARKS ARE. WE FELT THAT A SCAVENGER HUNT WOULD BE A GREAT WAY FOR THE STEVEN ALAN CUSTOMER AND NASHVILLE TO GET TO KNOW ONE ANOTHER.
WHAT DO WE THINK THIS PROMOTION WILL DO FOR OUR BUSINESS?
BY HAVING A SCAVENGER HUNT, THIS ALLOWS STEVEN ALAN TO BECOME FAMILIAR WITH THE AREA AND THE NEIGHBORING BUSINESSES. STEVEN ALAN HAS THE OPPORTUNITY TO TRULY BECOME PART OF THE NASHVILLE CULTURE AND CEMENT ITS PLACE IN THE CITY; WHILE INTRODUCING ITSELF TO THE CONSUMER IN A FUN AND INTERACTIVE WAY THAT WILL CREATE A LASTING IMPRESSION OF THE BRAND.
SCAVENGER HUNT LOCATIONS: ONE:
BLUE BIRD CAFE; 4104 HILLSBORO PIKE NASHVILLE, TN 37215
TWO:
PARTHENON, CENTENNIAL PARK; 2500 WEST END AVENUE, NASHVILLE, TN 37203
THREE:
CUMMINS STATION; 209 10TH AVENUE S., NASHVILLE, TN 37203
FOUR:
RYMAN AUDITORIUM; 116 5TH AVENUE N., NASHVILLE, TN 37219
FIVE:
THE FRIST ART MUSEUM; 919 BROADWAY NASHVILLE, TN 37203
SIX:
NASHVILLE FARMER’S MARKET; 900 ROSA L PARKS BLVD, NASHVILLE, TN 37208
DEVELOP YOUR STRATEGIES SCAVENGER HUNT PRODUCTS: LOCATION ONE: SCARVES WOMEN: BEN ADLER TUCK STITCH SCARF; $126 MEN: BEN ADLER STRIPED SCARD; $73
LOCATION TWO: WATCHES WOMEN: SHINOLA RUNWELL, WHITE FACE; $600 MEN: SHINOLA RUNWELL, BLACK FACE; $600
LOCATION THREE: HATS WOMEN: STEVEN ALAN POM POM HAT, NAVY; $65 MEN: STEVEN ALAN CASHMERE BEANIE, HEATHER GRAY; $98
LOCATION FOUR: CANVAS BAGS WOMEN: BAGGU WEEKEND BAG CANVAS, STRIPE; $72 MEN: BAGGU WEEKEND BAG CANVAS, COBALT; $72
LOCATION FIVE: WALLETS WOMEN: CLARE VIVIER FLAT CLUTCH, GREEn; $165 MEN: SHINOLA BILFOLD WALLET, EMERALD: $125
LOCATION SIX: SUNGLASSES WOMEN: STEVEN ALAN GRAHAM SUNGLASSES, DARK TORTOISE; $145 MEN: STEVEN ALAN MONORE SUNGLASSES, BLACK ; $145
SOCIAL MEDIA BLASTS: ONE: 8/13 TWO: 8/16 THREE: 8/20 FOUR: 8/23 FIVE: 8/27 SIX: 8/30 BLAST SPECIFICS:
WE WILL USE TWITTER TO DISTRIBUTE THE CLUES TO WHERE THE TWO HIDDEN V.I.P. LAUNCH PARTY INVITATIONS ARE AT EACH OF THE SIX LOCATIONS, ALONG WITH THE RETRIEVAL TICKET FOR THE CORRESPONDING GIFT, ONE FOR A WOMAN AND ONE FOR A MAN. ON THE INVITATIONS THERE WILL BE INSTRUCTIONS FOR THE WINNER TO TWEET A PICTURE OF THEIR FINDINGS WITH THE HASHTAG #STEVENALANNASHVILLE. ONCE BOTH INVITATIONS ARE FOUND AT EACH LOCATION, THE WINNERS PHOTOS SENT TO STEVEN ALAN WILL BE RETWEETED AND POSTED ON THE STEVEN ALAN INSTAGRAM ACCOUNT TO FURTHER PUBLICIZE THE SCAVENGER HUNT AND LAUNCH PARTY EVENT.
DEVELOP YOUR STRATEGIES Social media team is responsible for all of the promotion for this event:
TWEETS WILL BE SENT OUT TWICE DAILY SUNDAY MONDAY TUESDAY, THURSDAY, FRIDAY ADVERTISING AND REMINDING STEVEN ALAN NASHVILLE FOLLOWERS OF THE SCAVENGER HUNT. SCAVENGER HUNT CLUES WILL BE SENT OUT ON WEDNESDAY, AND SATURDAY AFTERNOONS - ALL TWEETS WILL BE HASH TAGGED WITH #STEVENALANNASHVILLE - TWEETS WILL BE VERIFIED BY TWEETING BACK TO @STEVENALAN NASHVILLE WITH A PICTURE VERIFYING THE FOUND ITEM OR ITEMS DATES FOR SCAVENGER HUNT TWEETS ARE: • 8/13, 8/16 • 8/20, 8/23 • 8/27, 8/30
Tweets:
1. “MANY GREATS WERE FIRST SEEN HERE, COME TO THE CAFE WHERE NEW ARTISTS YOU’LL HEAR. #STEVENALANNASHVILLE” 2. “FIND THIS GREEK SPOT AND WALK AWAY WITH A CLOCK. #STEVENALANNASHVILLE” 3. “THIS PLACE NOW WEARS MANY HATS, BUT ONCE WAS THE HOME OF THE MAXWELL WAREHOUSE #STEVENALANNASHVILLE” 4. “UNTIL THEY PACKED THEIR BAGS AND MOVED FARTHER SOUTH THIS USED TO BE THE HOME OF THE GRAND OLE OPRY HOUSE. #STEVENALANNASHVILLE” 5. “BE FIRST TO THE MUSEUM THAT CAN BE MISSPELLED AS FIRST. #STEVENALANNASHVILLE” 6. “IT’S A SUNNY DAY. SPEND IT OUTSIDE. COME SHOP FOR SOME PRO DUCE AND SEE WHAT YOU’LL FIND. #STEVENALANNASHVILLE”
GRAPHIC DESIGN TEAM:
RESPONSIBLE FOR DESIGN OF INVITATIONS TO BE PLACED AT LOCATIONS TO BE FOUND.
R e t r i e v e yo u r w i n n i n g s at TRADE ME IN FOR A REAL ONE... Steven Alan Nashville
Steven Alan Nashville PR: - - -
RESPONSIBLE FOR DISTRIBUTING INVITATIONS TO LOCATIONS PR TEAM WILL FIND THE FIND THE BAND TO PLAY THE EVENT. PR TEAM IS RESPONSIBLE FOR GREETING GUESTS AT LAUNCH PARTY
• • •
NASHVILLE BASED ALTERNATIVE/ POP BAND TOURS NATIONALLY A LOT OF BUZZ BASED AROUND RELEASE OF NEW RECORD
• •
NASHVILLE BASED ALTERNATIVE BAND TOURS NATIONALLY
HARRISON HUDSON LEAGUES
PLAN OUT THE DETAILS CATERING MENU, BELOW:
A/V REQUIREMENTS FOR MUSICAL GUEST TO BE PROVIDED BY: THE PRODUCTION SOLUTIONS GROUP 1443 DONELSON PIKE NASHVILLE, TENNESSEE 37217 TELEPHONE: 615-301-6740
FURNITURE RENTAL, RIGHT:
GRAND CENTRAL PARTY RENTAL 812 MADISON INDUSTRIAL DR MADISON, TN 37115 TELEPHONE: 615-868-3747
Alcohol requirements: 200 guests BEER
BUD LIGHT – 6 CASES ROCHEFORT TRAPPISTES 10 – 2 CASE MILLER LIGHT – 4 CASES
LIQUOR
VODKA – 6 LITERS GIN – 4 LITERS WHISKEY – 6 LITERS SCOTCH – 4 LITERS TEQUILA – 2 LITER RUM – 2 LITER
WINE
WHITE – 48 BOTTLES RED – 36 BOTTLES
Reserve and design advertising: next page
SCAVENGER HUNT
ENTER TO WIN FOR DETAILS VISIT WWW.STEVENALAN.COM OR VISIT US ON FACEBOOK | TWITTER | INSTAGRAM BRANDS INCLUDE
ACNE APEACETREATY NO6 SHINOLA STEVENALAN H AVA H A N K N O R S E P R O J E C T S J A N S P O R T G R A C E L E E
WHO: STEVEN ALAN NASHVILLE W H A T : S C AV E N G E R H U N T WHEN: AUGUST 2014 W H E R E : M A R AT H O N V I L L A G E
contact the media
create attention using direct mail
WE’RE COMING. STEVEN ALAN NASHVILLE S E P T E M B E R
2 0 1 4
PARTICIPATE IN STEVEN ALAN SCAVENGER HUNT FOR A CHANCE TO WIN SOME OF STEVEN’S FAVORITE ITEMS. VISIT WWW.STEVENALAN.COM FOR DETAILS.
THANKS FOR LISTENING!