COMMUNICATION PLAN CLIENT PITCH CHARLOTTE DUDLEY-SMITH N0730041
TASK.
“To continue its success, the brand is looking for ways to expand the business and one of the potential areas for growth is opening a physical space. You will need to scope out ideas that could be implemented to drive brand heat, ensuring you adopt a pure omni-channel approach of merging their online and physical offering into a seamless experience.“
Secondary Research:
Primary Research:
METHODOLOGY. 100 respondents from an online survey
1 focus group interview
Online platforms: Competitors websites Social media Trend One Forbes Euromonitor
Visit to Gymshark HQ
Marketing publications: Courier 2 Marketing Books
RESEARCH FINDINGS. Where are you most likely to buy activewear from?
Gymshark- 26%
(Primary research)
Market size in billion U.S. dollars
Nike- 41%
200
Growth of the sports apparel market 2016-2017
150
100
50
0
2016
2017
(Statista, 2018)
ISSUES AND CHALLENGES. • The rise of other ecommerce retailers • Competition within the market is increasing as more young entrepreneurs enter the market with ideas • Increasing demand for interactive experience from consumers (Bremner, 2017) • Influencer marketing has become popular with other brands, potentially making the original marketing style for Gymshark less effective (Patel, 2018)
OBJECTIVES. YE A R
1
To increase social engagement across all networks by 25% of the current engagement by 2020.
YE A R
2
To create a seamless omnichannel experience for consumers by 2021 through combining the physical space, website and social networks to form a smooth, personal experience for customers.
YE A R
3
To make Gymshark the preferred sportswear brand of 18-25 year old males and females in the UK by 2022.
TIMELINE.
2020
J
M
#GymsharkGoesPhysical social media campaign begins
F
Video posted online to annonuce the bus tour, encouraging engagement from new and current followers
A
University bus tour running from the beginning of February to the end of April #
GOES PHYSICAL
#
GOES PHYSICAL UNIVERSITY BUS TOUR
M
J
Physical space video teaser showing plans from the start of the project to the outside of the space to prove its happening and to generate excitement
J
A
B2C marketing incentive emailed to current consumers throughout June and July to encourage engagement on Twitter and the recruitment of new Gymshark mailing list members
S
O
New temporary UK packaging released before Blackout to allow all UK buyers to know about the launch
N
#
GOES PHYSICAL
D
Cost Bus purchase
£9500
Bus renovation
£10000
Social media
£5000
Samples
£50000
Staff
£4320
Video
£10000
Packaging
£50000
TOTAL
£138820
Communication plan: • Reviewing social analytics on Gymsharks social media accounts across networks such as Facebook, Instagram and Twitter. • Compared to the previous year’s statistics to see if there has been a 25% growth. Overall strategy: • Questionnaires • Focus groups • An increased online conversion rate.
MEASUREMENTS.
BUDGET.
TO CONCLUDE. The whole strategy and communication plan is financially viable. It has the ability to be extremely successful in increasing brand awareness and sales. The brand has every possibly to meet the set objectives.
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