CONCEPT STRATEGY
women’s self-esteem campaign 2015
CONTENTS
SYNOPSIS
page 4
WEBSITE
PROMOTION
CREATIVE IDEAS AND TACTICS
- The Faces - Content - Live Forum - Ecommerce Store
- Photography - PR Campaign - Sponsorship - Advertising - Viral Campaign
- Mobile App - Augmented Reality
page 6
page 12
page 18
2 SUMMARY
PEST ANALYSIS
TIMELINE AND COSTS
- Political - Economic - Social - Technological
- Timeline - Costs
page 20
page 22
3
SUMMARY
REFERENCES
page 25
page 26
There is nothing wrong in encouraging women be redressed. Teenagers need to be aware that their expense - either in emotional terms or monetary. that nothing comes without trying. Helen Skelton and Victoria Pendleton are to Peter and Country File Presenter who has gone hair-raising activities. It would seem nothing will stop her achieving what she wants. Victoria Pendleton was very much in the public eye during the London Olympics when she won
catwalk models it is important to encourage
compete in Strictly Come Dancing. Helen and Victoria will encourage women to think positively about themselves. The message want to be� but it has to be worked at. Nothing portraying an unrealistic body image. work they have done to achieve their successes
4
and the rewards they have had as a result, not
the Campaign. Post it notes will carry positive messages on the website, on the bill boards and in the Press Packs. The website will be launched at the beginning these women and hear what they are saying on
campaign. Television and radio will be asked to publicise it too. The age range to be targetted is the 16-25 year olds. Most issues seem to
will be photographs, quotes and interviews.
exhausted job-hunting 25 year olds.
Alongside the website will be a mobile app which will enable users to go straight to the website so they can keep up to date whilst on the go. The public will be able to post comments and ask questions. It is hoped
Again this will spread the message more and themselves and get them involved with what is going on.
5
The Faces
directly through the internet or via mobile apps and augmented reality.
However, she has overcome this and gone on to great personal achievements with her Olympic Medals and sporting triumphs.
Victoria Pendleton and Helen Skelton have
Helen on the other hand is not a gold medalist,
Pole on a bicycle, walked a tightrope between run the Namibian Ultra Marathon. She has Victoria. lives and help others to do the same. The two young women have achieved very sister more than her and this has coloured her
6
7
8
Content Throughout the month the website will host inspirational people who will encourage women to think positively about themselves and those around them. There will be an encouraging and the criticism they receive when they dress down in public. The public generally only see
which women can take mentally with them to their schools, colleges and work places.
important to see that most women in the public Doctors will contribute to a health section talking about wellbeing, sensible diets and exercise. been catapulted into the public arena. weight loss diets and cosmetic surgery as these The website will help to counter the images and it is important to show women there are
9
Live Forum opportunity to tell their stories. This website will share their stories or positive ideas. This way the audience can engage with the campaign
up they will be able to post their discussions
message. There will also be an area where people can upload their own pictures - again this means the audience is involved and can
surprising just how many inspirational women there are who never have the chance to share their experiences. There will also be a place to upload their own
are many women who will never be known celebrity culture and enable both men and however small. Many will have had to overcome disabilities, bullying, isolation or just a sense
clothes are not the answer to everything and the
stories are heard and applauded.
going to endure.
10
E-Commerce Store Calendars, t-shirts and tape measures and brightly coloured post it notes will be available to purchase online. These will have captions on them, spreading the message but also having
The website will be created by a company 2003 and is an award winning London based web design and online marketing agency. They will aid with the designing aspect and running
school campus during February and beyond then the Campaign will be deemed a success.
11
Photography
rely on anything unnatural to emphasise their inner beauty. It is to push.
two women as they are at work. Alongside these untouched photographs will be dramatically airbrushed photographs in an There will be witty captions and quotes with these images, that will get the viewer thinking and questioning what they are all about. These pictures will be sent to the PR agency and The Studio Hire is: Unit J210 100 Clements Rd London
equipment.
12
PR Campaign The PR campaign will include Press Packs, articles.
Campaign will be ready to launch.
14
Sponsorship graphs that are witty and unconventional. Some
February L’Oreal will help to promote the cause they are worth it”. L’Oreal’s advertising during February. -
15
Advertising Pictures advertising the Campaign will appear
The rest will be down to Facebook and Twitter. There will be a Facebook page that can then lead you onto the website. Twitter will be a top marketing tool to use - as it is a great way
and will vary in style. Some will just be captions or quotes that best suit the message that who are being used to back the campaign.
can tweet their own personal views on it. This the underground escalators, and on the side Campaign and is guaranteed to reach the target people’s attention when they are on the go - be
Viral Campaign In order to encourage people to pass on the
person who joins in and uses the hashtag or signs up to the website or even posts their to be created and as this campaign is all about getting the public involved and a viral campaign
16
17
Mobile App may be, as we are aware people are busy and on the go. It will be available to download purchase. see. Once the app is downloaded it will mean people will be able to access the website in a user
The app will be created by MCM NET. This is a digital agency that can plan, design and develop bespoke apps.
everyone can access this site where ever they
18
Augmented Reality today’s marketing tools and really broadening our campaign to a larger audience. The idea behind augmented reality is to enable
the code people can then access the website and download the app.
in order to bring them to the website, as the
Jack, they specialise in creating AR marketing campaigns.
necessarily shouting out the reasons behind it
19
Political - Early in 2011 Central YMCA commissioned COMRES, an independent market research company to find out what MPs think about body image issues. Some of the key findings include:
Economic -The current economy is still suffering from the recession. This in turn will have lowered people’s self-esteem as living costs are so expensive and there isn’t the disposable income available like there used to be.
Celebrity culture (68%), the fashion industry (53%) and advertisers (52%) are the three elements that MPs view as being the most responsible for negative body image among the British public.
-This means money needs to be channelled into something positive that the nation can reap the rewards of. -A self-esteem campaign would get the public involved, it wouldn’t be too costly to run if it went viral. Spread it through word of mouth, get the audience involved and use available resourced to advertise.
MPs support Government facilitating a voluntary code of conduct (56% agree) and policies for more responsible marketing and advertising (52%) to address body image issues. Over one third (40%) of MPs agree that Secondary schools should have mandatory lessons on body image as part of either Personal Social Health and Economic education (PSHE) or through the core curriculum. Caroline Nokes MP. 20 - There are Government bodies set up to look in to the issue of body image and the negative images that come out of advertising and the celebrity culture. “Body Confidence Campaign” “APPG” -All these points above show that something needs to be done to create a positive body image in the British Public. The fact that governing bodies are raising these issues, shows that there should be plenty of government backing, in a new campaign, where it will be needed to help spread the message and awareness.
20
Social - Most women care about their bodies.
Technological With the advanced technology available it is easy to spread messages. The targetted age range of 16-25 yr olds is the most likely to own one or more of the appliances that will be used to advertise the Campaign.
- There is more awareness on how the fashion and advertising industry doctors photographs to create perfect images. - These industries are being targeted to stop this and to use more realistically sized models and not airbrush their images. - The promotion of wholesome images will have a positive effect on women. - The public love to get involved in fun and rewarding experiences and this is what Feel Good Feb will be all about. People are joining the website to get updates from remarkable women and be inspired by those around them.
21
Timetable 1 Month
Photography
Celebrities booked for July
PR Campaign
Sponsor
Arrange meeting with Sponsor L’Oreal
2 Months Photo shoot of celebrities
Meet with PR company Finalise details with Sponsor L’Oreal
3 Months Put Ad campaigns together Campaign press pack to all women’s magazine editors
Viral Campaign
Insurance
Get quotes from insurance companies Adverts sent to Magazines
Advertising Campaign
Website
Website store
Source t-shirts, tape measures, post it notes
Source packaging
Mobile App Augmented Reality
22
4 Months
5 Months
6 Months
7 Months
Campaign press pack to schools, colleges and other all women’s groups
Meet with Viral Marketing Company
8 Months
Press release
Start putting campaign together
9 Months
Articles written
Launch
Billboards start Strategy Meeting Domain, hosting, website design management order merchandise and packaging Strategy Meeting Mobile App Design Design
E-commerce System, content population
Site testing
Launch
App testing
Launch
Build into Website AR testing
23
Launch
Cost Component Billboard PR Company Guerrilla Marketing Viral Marketing Studio Hire plus photographer Website Merchandise Mobile App Augmented Reality TOTAL COST
Cost £253.75 pm £1000 pm £2 per blog £60,000 £200 pd £11,000 to be confirmed £5,000 plus VAT £1, 350
24
Total Cost £2537.50 £8000 £60,000 £600 £11,000 £5,000 plus VAT £1, 350 £88,487.50
Many women will contribute to the Feel
more people will want to become involved in
Victoria Pendleton who will be remembered although their contributions will enthuse many. It is hoped too that the Campaign will be continued by all the women who read the
The costings should decrease in 2016 as most
the augmented reality code and went on to the website.
do not speak about it as much as women do. It is nevertheless an issue which needs to be addressed.
It will not end there. February 2016 will see it. It is hoped the momentum will swell and
25
References Pages 6. Helen Skelton in the South Pole: Available: blogs.coventrytelegraph.net. Last accessed 4th Feb 2013.
13. Camera lens:
Victoria Pendleton with medals
14. Feel good today:
cessed 18thFeb2013. -
accessed 8thFeb2013.
Feb2013.
7 Available: blogs.coventrytelegraph.net. Last accessed 4th Feb 2013.
15. L’Oreal Logo:
Victoria Pendleton on Strictly: Available: http://www.google.co.uk/sea
16
Last accessed 21stMarch2013.
jpg. Last accessed 15thMatch2013. 17. You are so lovely: -
accessed Feb 6th 2013.
march2013.
8. Sketch:
18. MCM Net Logo: Available: http://www.mcmnet.co.uk/. Last accessed 13thMarch2013.
10. Demo Lovato Stay Strong Demo Lovato Stay Strong. Available: kootation. com. Last accessed 15th Jan 2013.
19 Available: www.onlineprnews.com. Last accessed 25thMarch2013.
11 Available: http://www.basecreate.com/. Last accessed 7th Feb 2013.
20 co.uk/bodyimage/parliament. Last accessed 22ndFeb2013.
26
CHARLOTTE LEVIEN