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
Other *Based on primary research
Part-time social media intern. Stays up to date on trends, keeps up the engagement level, and overall appearance.
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/