MEAT MARKET MARKETING PLAN SEASON SS17
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EXECUTIVE SUMMARY
This marketing plan is designed to establish the launch of MEAT MARKET, a new online destination operated under Titel Media for forward thinking and influential creative experts. Focused on modern menswear, the launch of MEAT MARKET will coincide with London Collections: Menswear (LC:M) SS17 and integrate initiatives in connection with the British Fashion Council. The basis of the launch surrounds the digital platforms, including the website and a proprietary app. To celebrate the launch, MEAT MARKET will host the opening party for LC:M.
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INTRODUCTION
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BACKGROUND & RATIONALE
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COMPETITORS
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AIMS & OBJECTIVES
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STRATEGIC APPROACH
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CREATIVE BRIEF
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MARKETING TACTICS & PR
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CONTENTS
SUMMARY & CONCLUSION
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INTRODUCTION
The following plan will introduce and launch MEAT MARKET, a global online lifestyle site designed to expand Titel Media’s online publications with a curated online space of conceptual luxury menswear fashion. Aimed to interest creative experts who influence the fashion sphere, the launch will collaborate with industry leading companies to establish MEAT MARKET’s credibility to the target audience. The components contributing to the launch will be presented and the sub-components of each tactic identified. The launch components discussed in this plan include the site itself, an app and an LC:M opening event. The sub-components of these include a new scholarship scheme for emerging menswear designers through the British Fashion Council, an online retail sector and MEAT MARKET iBeacons which notify users of leisure destinations surrounding them which the site suggests they visit. Research into the sites target consumers attitudes and purchasing behaviours will be used as an example of the market position and architecture of the site as well as provide data on the current luxury menswear fashion market and exemplify a niche window of opportunity to become one of the very few sites of MEAT MARKET’s nature online.
BACKGROUND AND RATIONALE
This plan will identify the current menswear lifestyle market and the unique positioning MEAT MARKET will play in it. As the launch of MEAT MARKET steers an expansion for Titel Media, it is essential to establish the current operations of Titel Media to provide a rationale for undertaking MEAT MARKET. Further to discussing the positioning and justifying expanding a publishing company, a consumer profile will be detailed to provide assurance MEAT MARKET has a secured launch. 8
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Titel Meia Titel Media specialise in spotlighting the diverse characteristics in menswear fashion. Currently, the digital publication agency operates their flagship site, Highsnobiety, as well as the sister site, Selectism, and supporting selling platform, What Drops Now. The publishing house has a predominantly male readership (88%).
Highsnobiety Highsnobiety is an online platform that covers forthcoming trends and news in premium activewear, street style, art, and music. Today, the site is a source of influence in the fashion industry with a high percentage of readers being an industry professional. Original blog-focused site, Highsnobiety, now produces a bi-annual print magazine and developed What Drops Now, a platform that revolutionised Highsnobiety into a supplier of the brands it was creating content on. Following Highsnobiety’s success, Titel Media created Selectism to document the opposing see-saw of menswear fashion. Selectism specialises in premium workwear that promotes heritage, traditionalism and clean-cut, clinical aesthetic. Between Highsnobiety and Selectism, Titel Media has garnered highly educated, trend impresarios and an audience who are reluctant to the mainstream. In recent years, the divide between the two ends of the seesaw of menswear fashion has blurred. MEAT MARKET offers Titel Media an unprecedented genre of menswear which balances the publishing house in reporting three distinct menswear fashion angles. While streetwear and workwear are adopting styles from each other, MEAT MARKET reflects a unique style in menswear that remains truly unique. The nature of the fashion sphere means the readership from Highsnobiety and Selectism have a natural curiosity for trends outside of their personal style, meaning MEAT MARKET will receive an instant flow of readers from its sister sites when it launches. Utilising Titel Media as the publishing house for MEAT MARKET will position the site in the attention of a target audience.
Menswear Market The menswear market has consecutively outpaced that of womenswear since 2013 (Bain & Company, 2015), with an average increase of 11% year on year. Statistics like these have resulted in menswear fashion focused sites flourish under the evolving menswear fashion market. WWD has described the current womenswear market as oversaturated (2014), overworked and chaotic, and as a result of this, the creativity is compromised. The menswear market, however, continues to grow while maintaining a highly creative and free-spirited nature with a loyal following who avoid the mainstream focus on womenswear. Regarding a market ready to buy into MEAT MARKET, the target demographic is outlined in Figure 1.1. Dylan Jones, editor-in-chief of British GQ, explains that ‘yummies’, a term coined from an HSBC study, are more sophisticated than previous generations and have no reservations in choosing contemporary and directional fashion options. As a result of this modern norm, the US’s menswear apparel sales accumulated to over $60 billion, outperforming that of womenswear. Further to the unswerving interest from the target consumer MEAT MARKET is targeting, this demographic is also growing in size. Mintel predicts that MEAT MARKET’s target age group, 23-34, are expected to rise by 11% between 2013 and 2018. The increase assures that MEAT MARKET has a vast amount of demographic to be sustainable, as well as this, Mintel (2014) reported this demographic has overtaken the 16-24 age group as the most frequent buyers. The demographic are free from immediate financial pressures and have a desire to spend their exposable income on fashion.
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Figure 1.1 Target Audience • • • • •
Brand owners, trendsetters and curators. Reluctant to the traditional and mainstream Recent graduates to worldwide managers with a connection to the fashion industry (23-34) Highly creative Moderate disposable income
THE MODERN MENSWEAR MARKET As a result of the revelation in menswear fashion, the style emerging through LC:M is a unique combination of heteronormative values of bending gender boundaries and juxtaposing the stereotypical menswear fashion constraints. The philosophy of modern menswear sees a sharp contrast in all visuals. The style mimics connotations of the working class society in Britain through models and clothing, and these are used to counteract the high priced garments which are still classified as a luxury in design and material. Modern menswear is one of the newest styles of menswear fashion which has widely been undocumented online and fails to translate in opposing menswear collections around the world.
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COMPETITORS
MEAT MARKET’s competition diversifies into three different medias; online publications, print publications and online stores. As a whole, MEAT MARKET prioritises content over selling, a philosophy installed in sister site Highsnobiety. It is as a result of this that the site has different competitor formats. A key competitor outside of Titel Media balancing lifestyle destination and retail environment like MEAT MARKET is Mr Porter, sister site to online giant Net-A-Porter. Publishing original editorial content as well as supplying 300 of the world’s leading menswear brands, the site arguably provides an oversaturated destination of menswear. MEAT MARKET will counteract Mr Porter by being recognised as a heavily curated supplier and providing only “the best” pieces presented at LC:M. As well as this, MEAT MARKET will be an online destination offering industry-level content aimed towards early adopters, brand owners and trendsetters, adverse to Mr Porters target of the mass luxury consumer. The personality of MEAT MARKET sees greater competition from online publications Dazed Digital and i-D, and retail stores Oki-Ni and Dover Street Market. These competitors feature similar content tone and adverse menswear brands. To issue a niche market position, MEAT MARKET’s elements go beyond what is available through these competitors. The site has integrated leisure focused platforms which mimic the functions of competitors Tripadvisor and Time Out. With iBeacon technology MEAT MARKET combines their leisure reviews articles with technology to notify users when they are near a “MEAT MARKET assured” restaurant, coffee shop or fashion store. Elements like these ensure MEAT MARKET goes beyond a lifestyle site and aims to become a staple functionality in their reader’s daily lives.
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AIMS & OBJECTIVES
The overarching aim of this plan is to launch an online destination during SS17 LC:M operated under Titel Media which focuses on conceptual luxury menswear as well as a retail destination for LC:M designers. This will be achieved by the following objectives.
Objective 1: Support the lifestyle site with a curated selling platform made up of British designers to drive sales and raise awareness of MEAT MARKET’s support for modern luxury menswear in London. Record over 3,000 global sales within the first season. Objective 2: Develop a scholarship scheme through the British Fashion Council to nurture young creatives progressing the menswear fashion market. In doing this, MEAT MARKET will position itself among industry leading companies, endorsing MEAT MARKET’s brand positioning and raising brand awareness. Receive over 500 applicants. Objective 3: Host the LC:M SS17 opening event and coincide the launch of MEAT MARKET. The event will develop relationships with industry professionals and the press will be invited to garner exposure and increase brand awareness. Total over 1,500 attendees.
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STRATEGIC APPROACH
MEAT MARKET will herald a new chapter in menswear focused lifestyle sites. Aiming to become the leading modern menswear fashion site among industry professionals. The site compliments Titel Media’s folio of online publishing sites by focusing on the themes of modern menswear routed in a particular region of the global luxury fashion market. This ensures that MEAT MARKET doesn’t compete with sister sites which concentrate on the counteracting styles of menswear. At the heart of MEAT MARKET is its philosophy to surprise its audience with an eccentric style, transgressive attitude and subvert intentions towards traditional menswear. With unforgiving altruistic images and strong brand identity throughout the site, visuals will be vibrant in colour and unusual in context. The images will oppose an open, light-hearted and relaxed article to balance MEAT MARKET’s communication. Each tactic initiated in SS17 is aimed to create a journey through MEAT MARKET’s platforms to ensure the target audience will go on to recognise the site as a consistent source of creative inspiration with business credentials. At each deployment, the tactics lure the audience’s attention with its encapsulating brand image, educates the audience on MEAT MARKET’s commitment to an underappreciated style of luxury menswear and leave a staple impression to encourage the readers to return to the site for work and pleasure.
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The launch will be a catalyst for the comprehensive tactics deployed throughout the season. The website will launch six weeks before LC:M SS17. The launch initiates before LC:M to implement enough time to expose the site as well as generate a substantial amount of press before the LC:M opening event which MEAT MARKET will host. Within these six weeks, MEAT MARKET will release event advertisements to third party sites and press to increase publicity on the event. Within three weeks of the event, RSVP will go live through Fashion Monitor, a subscription site for professionals in the fashion industry. As the site is focused on gaining the attention of its target audience, industry professionals, a large proportion of the guest space is dedicated to allowing attendance from these. The target audience and press will have the interest to attend the event through its association with Highsnobiety, Selectism, and its allegiance with the British Fashion Council.
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As the site is dedicated to supporting new generations of creatives, a competition to attend will also run within these three weeks. The competition is for those outside of the industry who cannot gain access to RSVP on Fashion Monitor. The competition will run through selected third party sites to ensure that, firstly, MEAT MARKET is associating itself with on-brand sites, and secondly, the site is gaining attention from a creative mass audience who will have an interest in responding to the competition. Positioning MEAT MARKET among industry professionals ultimately creates an interest among aspiring creatives and graduates in the creative field, as MEAT MARKET will be viewed as something you gain access to when you reach a career success. The night before LC:M SS17 commences, the opening night club event will triumph with flamboyance and decadence. The event caters to the pleasure balance of the target audience’s work pressure of fashion week. At the point of the event, the target audience will be somewhat acquainted with MEAT MARKET. To strengthen relations, the night club event is aimed to lower the barrier between the site and consumer and associate MEAT MARKET with industry leading organisations, resulting in a stable relationship where the audience feels comfortable in MEAT MARKET’s credibility and intelligence. While the event is aimed towards industry professionals, the press will be invited to ensure MEAT MARKET radiates presence and personality among those who did not attend. Now the audience has reached a level of respect and interest in MEAT MARKET; the event will enable app-exclusive activities which offer the target consumer further insight into MEAT MARKET and behind the scenes access to LC:M. The event has allowed a strong enough relationship to encourage the audience to download MEAT MARKET’s app. The app will feature further privileges to the content they have viewed on MEAT MARKET’s site, like receiving notifications when the user is nearby a trendy restaurant, this develops loyalty among the audience where MEAT MARKET can now integrate within the lifestyle of the audience.
JANUARY
MEAT MARKET WEBSITE GOES LIVE
FEBRUARY
PROMO FOR COMPETITION AND LIVE FEED ON APP
RSVP GOES LIVE ON FASHION MONITOR
MEAT MARKET APP GOES LIVE
MARCH
LONDON COLLECTIONS: MENSWEAR DATES TBC MEAT MARKET EVENT
CREATIVE BRIEF
MEAT MARKET is envisaged as a juxtaposition of eccentricity and menswear fashion. Through this, the site will emit messages of progression in society through flamboyant and playful imagery. The brands core values permeate through the images used on the site which works as the primary communication method between MEAT MARKET and the consumer. This allows the image to communicate the message adverse to instructing the viewer what they see through text. A campaign shoot utilising the brands who MEAT MARKET will retail through SS17 where the theatrics of imbalance will be prominent. The vivid colours, bold graphics and over texturized prints used in modern menswear will relay the situation of the image and break the boundaries of traditional menswear, encapsulating the audience’s imagination and attention. These images will layer the MEAT MARKET site that will have a simple and clean design to ensure the images are the focal element.
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MARKETING TACTICS & PR SUPPORT
DIGITAL TACTICS The digital element of MEAT MARKET has been developed to link each tactic seamlessly. MEAT MARKET’s focal platform is its website which will act as a central hub for further digital tactics, including an app and social media pages. MEAT MARKET aims to go further than other lifestyle sites currently on the market, launching with a selection of modern menswear pieces marketed as an honorary selling platform as well as an app with beacon technology certainly delivers MEAT MARKET as beyond a lifestyle site.
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WEBSITE
The website will launch six weeks before LC:M SS17, which usually falls in late February. Entering the site, the viewer will be immersed in strong visuals that emulate MEAT MARKET’s brand identity. The opening site page will be image-heavy with three rich and vivid campaign images alternating. The website overall will have a slick functionality with minimal direction. When selecting the MEAT MARKET logo to enter the site, the hyperlinked titles leading to other realms of the site will fall in a collapsing menu bar; this is done to aid the aesthetic of the images on each page. Designing the site with visuals as priority assures the audience that MEAT MARKET is a source which favours creativity over corporate incentives. The research suggests that the highly educated consumer prefers to formulate their opinion and navigate their direction on sites over being guided for business purposes; this method is essential to strike a delicate balance between inspiring and informing rather than dictating.
The central element of the site is the publishing sector. This is divided into three key sections, fashion, arts and experience. As repeated through the plan, the fashion element of MEAT MARKET will focus on global modern luxury menswear. The arts section will reflect the aesthetic of modern luxury menswear, often reviewing modern and contemporary art and uncovering emerging youth artists. The experience sector is MEAT MARKET’s personal suggestions on hip cities, restaurants and leisure establishments, this area of the site is connected to the iBeacon technology, discussed further on in this plan, and integrates the MEAT MARKET app. Appendix 1, outside of this report, provides an example of the functioning MEAT MARKET site. See appendix 1, outside of this report, FOR WEBSITE DESIGN 30
FWB While the site will satisfy the consumer’s appetite for creativity and debate through updates with the latest news, reviews and new talent in the menswear design, the site also supports a retail environment titled FWB, online dating slang for Friends With Benefits. The title is a tongue and cheek reference to sourcing clothes from friends of the site, the designers at LC:M, and the benefit of being able to profit from these friends. Seasonally, the MEAT MARKETing team and contributors source a curated selection of the best pieces exhibited at LC:M. FWB does the legwork for the audience by finding the very best pieces of modern menswear from British designers. Around 4060 pieces will be sourced and MEAT MARKET’s stock of contemporary luxury menswear will be marketed as the selection of excellence at LC:M and an honour for brands to feature. LC:M will provide the region of stock as research identified that the influences and references featured in modern luxury menswear have grown from British norms and social scales. Implementing this rigorous and supportive platform certifies MEAT MARKET’s commitment to modern luxury. The site will be renowned for a prestigious selection process, building the association of MEAT MARKET and knowledge of excellence in modern menswear. The selling platform will correlate with campaign and campaign shoots MEAT MARKET conduct, to ensure consumers who like a product used in the images can follow through with a purchase via MEAT MARKET.
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FWB
FRIENDS WITH BENEFITS
CURATED BY MEAT MARKET
RETAIL INNOVATION ENTER
SM
SIMONE MARCHETTI’S CURATED SELECTION OF LC:M SS17
CHRISTOPHER SHANNON SS17
CHRISTOPHER SHANNON
ADD TO BAG
CARRIER BAG SWEATER £428 (VAT INCLUDED) Size Unavailable?
RICK OWENS SS17
Size Guide
ASL ASL is an area of the site that encourages and inspires readers to experience the less mainstream areas of tourist cities. It is an area of the site that branches out from MEAT MARKET only being associated with a tunnel vision fashion angle and integrates MEAT MARKET as a well-rounded lifestyle operation. Ranging from 2-3 posts per day, the platform will single out “MEAT MARKET approved” establishments in the most culturally vibrant places near the main cities. ASL derives from further online dating acronyms, meaning age, sex and location. It is usually asked in a question when discovering information on a potential connection. This is jocular take on MEAT MARKET introducing the audience to new places. This area of the website holds a strong connection to the primary functionality of MEAT MARKETs app. Once reviewed on the site, MEAT MARKET will distribute beacons to the locations. Once the MEAT MARKET app is downloaded on iPhone devices, the app listens for the signals emitted from the iBeacons associated with MEAT MARKET and alerts the user when they are within 2km of a “MEAT MARKET approved” establishment. Users can expect alerts for nearby creative restaurants, deli’s, bars, conceptual menswear stores, art and deco shops and events.
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Notifications will be time-sensitive, meaning MEAT MARKETS notifications will respond to the needs of the time period, for example, MEAT MARKETs recommended breakfast locations between 8 am – 11.30am. As well food related notifications, users can filter their notifications to suit their interests, including notifications from bookshops, home decor, clubs and events. This tactic allows MEAT MARKET to integrate seamlessly with their target audiences everyday life, ensuring MEAT MARKET’s presence is reinforced in a positive and beneficial way. The iBeacon technology works across Bluetooth Low Energy (BLE) wireless personal area network, suitable for transmitting data over short distances and designed for low energy consumption and cost, see Appendix 2 inside this report for further details. It is vital to use this form of technology to ensure the audience can utilise the operation without concern for data usage. See appendix 2 for ble information
SOCIAL MEDIA Social media will be a priority tactic to drive audience from their feeds to MEAT MARKET’s site with intriguing titles, leading to the full article on the site. Facebook, Instagram and Twitter will promote new articles on the site, generate discussion among following and increase a personal relationship with the readership. As standard, each social media page will publish click bate posts leading to new articles on the MEAT MARKET site. These will act as notifications for audiences when a new article is published. To ensure a unique experience on each platform, there will be exclusive content on each page to encourage audiences to follow MEAT MARKET through all social media. Facebook will feature live stream interviews with industry leaders, designers and key figures at MEAT MARKET headquarters. Dedicated campaign shoots will be initiated throughout the season for the soul purpose of the Instagram content. These will vary from product shots of pieces available on FWB to city snaps. Instagram will also feature weekly 30 second reviews of establishments or cities which have recently featured on ASL. Twitter will be used as the conversation initiator. This platform is where followers can expect MEAT MARKET to interact with their questions, opinions and ideas. See appendix 3 for SS17 social media plan See appendix 4 for SOCIAL MEDIA VIDEO
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MEAT MARKET APP AVAILABLE ON ITUNES STORE
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APP
The second digital initiative launching alongside the promotion for the event is the MEAT MARKET app. The app will reflect the content featured on the website, but the standout feature of the app is bringing ASL to real time for the user. Further to ASL, the app unites users to other marketing tactics initiated in the season. Detailed previously in ASL, the app will connect MEAT MARKET’s reviews of local destinations from the site to the users real-time location via iBeacon notifications. For SS17, the app will exclusively run live coverage of the event hosted by MEAT MARKET for the opening of LC:M at Fabric, London. Simone Marchetti, an established menswear blogger and ambassador for MEAT MARKET, will present aspects of the event and conduct scheduled interviews with designers, models and VIPs who are attending the event. The 30-minute live period will run before the event fully kicks off on the top floor of Fabric, allocated to VIPs. The interviews will disclose exclusive information regarding the designers upcoming shows at LC:M SS17, as well as current inspiration and opinion on the menswear fashion market. Establishing this tactic firstly gains the attention of an audience beyond those who are attending the event physically. The interviews are conducted to draw upon the interests of the audience utilising the app feature and generates content that positions MEAT MARKET as a source with a personal relationship with the designers and can access information which goes beyond any ordinary lifestyle blog.
Non digital tactics
SUPPORT SCHOLARSHIP
FWB will be the platform that hosts the support scheme MEAT MARKET will launch through the British Fashion Council. MEAT MARKET will provide emerging menswear designers with funding and marketing opportunities to promote their graduate collection, as well as exclusively sell a limited number of designs through FWB. Submissions will be made through the British Fashion Council (BFC) site in April each year, and representatives from MEAT MARKET and BFC will select two designers who have an innovative aesthetic for menswear fashion and offer them an opportunity to exhibit their graduate collection at LC:M. MEAT MARKET will provide a bursary for the logistics of the exhibition production, and secondly, MEAT MARKET will sell an exclusive range of the winners collection for one season. This scheme promotes the dedication MEAT MARKET has to the British fashion industry and, in an age where starting out as a new designer is challenging and uncertain, offers support for new creative to flourish. Connecting with industry leading companies and events, like BFC and LC:M, positions MEAT MARKET among the credible and trustworthy. This hierarchy is necessary for gaining the respect and loyalty of industry professionals. MEAT MARKET will receive annual press from announcing the winners, as well as continued admiration from graduate creative looking to break into the industry. Implementing a relationship among young creative is key to a continuing loyalty when these graduates become industry professionals.
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CONTEMPORARY MENSWEAR FUND MEAT MARKET
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EVENT
MEAT MARKET will host the official opening event of LC:M SS17 at Fabric, London, in connection with the British Fashion Council. While the event is targeted towards industry professionals, the event will be a source of PR exposure to the press to raise MEAT MARKET’s awareness to the wider audience. The night club event will act as a personal introduction to industry professionals. The intention of the event is to lower the barrier between MEAT MARKET and the target audience and to forge a creative relationship while experiencing MEAT MARKET’s brand personality. The glorious mayhem that will be #themorningafterMM will leave a lasting impression of MEAT MARKET. Titled as a one-night-stand reference, as it will be the first physical experience of MEAT MARKET. The title, which doubles as a suggested hashtag for social media, will be emphasised throughout the event timeline. While humorous and a reflective title for social media posts to follow the day after, the hashtag will filter all social media activity towards MEAT MARKET, exposing the site in a ripple effect in audiences followers. Promotion of the event will run through press and sister sites Highsnobiety and Selectism. This will encourage many industry professionals to attend and successfully fill the large volume of guest space. The target audience can RSVP through industry member based site Fashion Monitor. This method was chosen so that the guest list was open to a vast number of industry professionals could attend. The event is intentionally informal to ensure a large guest list of target audience could attend. As MEAT MARKET is in its infancy, it is crucial to building brand awareness quickly in a short space of time, and this event acts as a method of achieving that. A full breakdown of the event details is supplied in the accompanying event plan.
The event works as a bridge between connecting two other tactics during SS17. It acts as an award for the competition also featuring in SS17, and as a motive to download MEAT MARKET’s app to view a 30-minute live feed of interviews and behind the scenes exclusives. The competition to attend will be promoted within the week of the official launch of MEAT MARKET site, and will also run through the press, third party sites and sister sites Highsnobiety and Selectism. It will require participants to caption humorously a photo selected by MEAT MARKET. The competition, like the support scheme, creates a relationship with creative youths who are working towards a career in the creative industry. As well as this, it creates another element of the press and raising awareness and desire to associate with MEAT MARKET.
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Summary and Conclusion This season will meet its objectives through initiating the above tactics that promote MEAT MARKET’s value to progress the luxury menswear market while building a strong brand introduction to target audience. This season primitively focuses on the sites digital platforms. These run coinciding the PR strategies, like the event so that the audience can experience the entirety of MEAT MARKET seamlessly. The overall aim of the season is to launch MEAT MARKET as an “Online destination”, meaning elements like ASL, FWB and live stream technology diversifies MEAT MARKET from simply being a lifestyle, review or retail site. In doing this, the audience holistically incorporates MEAT MARKET in their life. Once MEAT MARKET has established prominence in its target audience’s lifestyle, initiatives, like the scholarship, grow MEAT MARKET’s market positioning. What sets MEAT MARKET as a site of excellence in modern menswear is its credibility. This season, MEAT MARKET aligns almost every initiative with an industry leading organisation to grow MEAT MARKET’s influence and brand association. 46
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APPENDICES appendix 2 iBeacon Technology
“What is iBeacon? What are iBeacons? The term iBeacon and Beacon are often used interchangeably. iBeacon is the name for Apple’s technology standard, which allows Mobile Apps (running on both iOS and Android devices) to listen for signals from beacons in the physical world and react accordingly. In essence, iBeacon technology allows Mobile Apps to understand their position on a micro-local scale, and deliver hyper-contextual content to users based on location. The underlying communication technology is Bluetooth Low Energy. What is Bluetooth Low Energy (BLE)? Bluetooth Low Energy is a wireless personal area network technology used for transmitting data over short distances. As the name implies, it’s designed for low energy consumption and cost, while maintaining a communication range similar to that of its predecessor, Classic Bluetooth.”
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appendix 3 SS17 social media plan
SOCIAL SITE
TYPE OF CONTENT
FREQUENCY
DESIRED FOLLOWERS WITHIN 1 YEAR
Links to recently published articles on the MEAT MARKET site.
10-15 posts per day.
850K
Live streaming of designer talks.
7-8 links to articles on MEAT MARKET site.
Promotion campaigns. campaign imagery, fashion brand’s marketing material.
Divided by-
1-2 campaign images. 2-3 responses to fashion brand news. Special occasion live streams.
Links to recently published articles on MEAT MARKET. Promotional campaigns. Creative campaigns. Designer quotes.
7-8 posts per day.
250K
5-6 links to articles on MEAT MARKET site. 1 campaign promotion/image. 1-2 quotes from designers.
Instagram purpose campaign imagery
2-3 per day 1-2 campaign images
30 second reviews for ASL
1 ASL review
750K
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