Belvan Media Planning Book

Belvan Clothing Media Plan Madelyn Collins Sam Sullivan Chris Jones Riley Jones Alex Ezhari

Executive Summary We envision Belvan as a boutique store that carries made in kind clothing. Belvan can reach the target audience through various media platforms outlined in our media mix.

Background

Belvan Clothing as a catalyst for ethically made clothing in an industry where terrible working conditions, negative body image issues, harmful ingredients, and child labor are all normalized. We believe Amber is on to something great, so we’ve decided to help her share it with the world.

95% of people do not know what ‘made in kind’ means.

60% said they would probably pay more for ethically made products.

50% say they shop for new clothing once a month.

78% say they purchase clothing because they want it instead of need it. *Based on primary research

Audience

Mindful

Eco-Friendly

Social

22-30 Year Old Women

Our secondary research shows that young women are flocking to so called “specialty stores� and moving away from department stores such as JCPenny and Nordstrom.

These people are looking for a way to freshen up their wardrobe in a way that fits their eco-friendly lifestyle. They are receptive because they like to participate in fashion trends yet don’t want to harm the environment or workers in the process.

45% are moving away from department stores

33% say they prefer shopping in a boutique

48% prefer shopping in-store to online

Strategy The clothing people wear is a reflection of their personality.

Belvan allows young women to be stylish without compromising ethics. We are shifting Belvan’s identity to a boutique store that sells high-quality clothing that aligns with the social experiences that young women value.

Media Objectives Expand brand awareness and exposure among our audience and increase consumer engagement through participatory media.

Media Mix

Events Social Media

Engagement Awareness

Reusable Bags Blog

Social

What type of social media do you use most frequently?

60

45

30

15

0

Facebook

Instagram

Pinterest

Other *Based on primary research

Instagram

Part-time social media intern. Stays up to date on trends, keeps up the engagement level, and overall appearance.

Facebook

A central hub to share upcoming events, blog posts, and new store items.

Digital

What media do you use the most?

26

19.5

13

6.5

0

TV

Social Media

Online *Based on primary research

Website and Bog Online store for convenient shopping.

Blog will expand upon the “Made in Kind� message.

Traditional

Reusable Bags Offered at Sprouts Farmers Market for purchase and in store with purchase.

-Whiteaker Block Party -UO Street Fair

Events

Budget

Total Budget

$3000

Social Media Intern $300 Custom Reusable Bags $332 UO Street Fair Booth $300 Whiteaker Block Party $99 Squarespace $360/year *Adword $1,800 Total Cost January 2016-2017

$1,391 *alternative cost

Schedule

Timeline JAN

Digital Blog Post Square Space Instagram/Facebook

Events Whiteaker Block Party

UO Street Fair

Alternatives Mailing List

Google Adword

FEB

MAR

APR

2016 MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

Evaluation Website Tracking

We propose tracking impressions using chartbeat.com. It will help gage brand engagement by showing the most popular pages and most popular products. The website tracks amount of traffic on each page and the time spend on it.

Social Media Tracking Instagram analytics can also help determine how much traffic Belvan is getting on her social media sites and what content is, and is not, working in regards to her target audience. We propose using iconosquare.com, which tracks post traffic and the demographics of who is looking.

Alternatives Mailing List Google Adword Radio Print

Sources

https://www.npd.com/wps/portal/npd/us/news/press-releases/the-npdgroup-reports-us-womens-apparel-market-grew-4-percent-in-2013/ http://whiteakerblockparty.com/craft-vendor-info/ http://www.entrepreneur.com/article/170736 http://fortune.com/2015/05/26/women-clothing-purchases-ann-taylor/ http://www.cheaptotes.com/checkout/cart/ https://www.buffaloexchange.com/asuo-street-faire/