Mock Coach Campaign by huffmaneliana

COACH CAMPAIGN Lauren Adams, Bayley Brill, Jake Brod, & Eliana Huffman

CONTENT

I. Pre-Campaign 2 Part 1: Research 3 Part 2: Creative Strategy Statement 5 II. Print Ads 7 Part 3: Headlines/Taglines 8 Part 4: Layout/Thumbnails 9 Part 5: Three Print Ads 13 III. Television Commercial 16 Part 6: Television Script 17 Part 7: Script Storyboard 19 Part 8: TV Key Frame/Rationale 20 Part 9: TV Commercial USB IV. Radio Commercial 21 Part 10: Radio Script 22 Part 11: Radio Commercial USB V. Out-Of-Home 23 Part 12: Headlines 24 Part 13: Layout/Thumbnails 25 Part 14: OOH Campaign 27 VI. Viral Video- Social Media 29 Part 15: Key Frame & Rationale 30 VII. Guerilla Marketing 31 Part 16: Guerilla Marketing Campaign 31 Part 17: Agency Logo Front Cover VIII. Works Cited 35 IX. Presentation Slides 37 X. Image References 44

PRECAMPAIGN

PART 1: RESEARCH

1. Brand name/company name • This is an advertising campaign for Coach Inc.

2. How long has the product existed? • Coach was founded in 1941 as a small, family-run workshop in Manhattan, New York (Coach, 2017). • Today, the company has developed into a global brand that is a leader in the handbag, luggage and accessory store industry (IBISWorld US, 1999-2017). 3. Where is your product sold? • Coach products are mass distributed on a global scale, with the company operating stores in more than 55 countries across North America, South America, Europe, Asia and Australia (IBISWorld US, 1999-2017). 4. What is the cost of your product? (Coach, 2017) • Coach prides itself on being a high-end brand that offers an array of products including bags, wallets/wristlets, clothing, shoes, and other accessories. • Bags listed on Coach’s website range from $125-$1,500. • Wallets/wristlets listed on Coach’s website range from $39-$375. • Clothing listed on Coach’s website range from $95-2900. • Shoes listed on Coach’s website range from $47-$595. 5. What are the main competitors and their costs? • The two main competitors to Coach are Michael Kors and Tory Burch. • Like Coach, both of these competitors offer high-end products to their consumers. • Bags listed on Michael Kors’ website range from $58-$8,000 (Michael Kors, 2017), while bags on Tory Burch’s website range from $159-$1,200 (Tory Burch, 2017). • Wallets/wristlets listed on Michael Kors’ website range from $78-$395 (Michael Kors, 2017), while wallets/wristlets on Tory Burch’s website range from $48-$375 (Tory Burch, 2017). • Clothing listed on Michael Kors’ website ranges from $64-$1,995 (Michael Kors, 2017), while clothing on Tory Burch’s website range from $48-$3,498 (Tory Burch, 2017). • Shoes listed on Michael Kors’ website range from $49-$1,995 (Michael Kors, 2017), while shoes on Tory Burch’s website $48-$598 (Tory Burch, 2017). 6. How does your product compare in terms of shelf space with the competition? • Coach stands alone at the top of the handbag, luggage, and accessory industry, currently owning 23.6 percent of the market share (IBISWorld US, 1999-2017). • Michael Kors, Coach’s main competitor, sits close behind and currently owns 18.7 percent of the market share (IBISWorld US, 1999-2017). • While Tory Burch does not own a significant portion of the market share, the company still remains one of the competitors to Coach’s high profile products. 7. Who buys the product and why? • Coach has historically appealed to a more mature market because of its high-priced offerings, however the company has made an increased effort to appeal to a younger demographic since it acquired Kate Spade, a company that appeals to a much younger audience (IBISWorld US, 19992017).

8. What is the main feature that differentiates your product from the competition? • Coach’s identity rests in its dedication to provide high-quality products at a high price tag. • While many lower-end competitors harp on the negatives of Coach having high prices, Coach using this element as its identity to preserve the elitism of the brand. 9. What are your personal impressions of the strength and weakness of the product? • The main strength of Coach’s products is the multi-channel distribution that the company implements to sell its products. • The company operates its own retail stores around the world, while also placing its products for sale on the company’s website. Additionally, Coach sells to wholesale customers and department stores both in the United States and internationally in order to broaden its market (Coach Inc., 2017). • The main weakness of Coach’s products is that the company relies on independent manufacturers for procuring merchandise. This means that Coach does not have direct control over the manufacturing process or the quality of the materials being used (Coach Inc., 2017). 10. Is your product currently being advertised? • One of Coach’s most recent and successful campaigns involved Selena Gomez and tried to reach out to individuals that are a part of Generation Y, who Gomez has become an icon for (Okwodu, 2017). • “The campaign was made with an eye toward the ever-present smartphone and tablet screen to harness the combined power of Gomez’s record-breaking following (122 million and counting, on Instagram alone) and Coach’s global fan base.” (Okwodu, 2017).

CREATIVE STRATEGY STATEMENT 1. Who is your target? • 24-30 years old • Female • All races • College educated • Higher economic class (more than $75,000 annually) • Lives in urban area • Trendy 2. Where are we now in the mind of this person? • Coach sits as the leader in the handbag, luggage, and accessory industry, currently owning 23.5 percent of the market share (IBISWorld US, 1999-2017). Those who are within our target market are choosing Coach products first when they decide to spend money on luxury handbags, luggage, and accessories. 3. Where is your competition in the mind of this person? • Coach’s main competitor, Michael Kors, sits close behind Coach in the industry, currently owning 18.7 percent of the market share (IBISWorld US, 1999-2017). Our target audience considers Michael Kors products when deciding to spend on luxury handbags, luggage, and accessories. However, the competitor’s MICHAEL Michael Kors collection, which is a much more affordable line intended for younger customers, does not appeal to our target market. 4. Where would we (your branded product) like to be in the mind of this person? • Coach would like to be top of mind for the target consumer when they are considering purchasing luxury handbags, luggage, and accessories. Because they currently own the highest percentage of the market share, Coach would like to continue to hold this position and strengthen its hold in the industry. 5. What is your message objective/strategy? • Promote brand recall through the use of ad repetition and taglines. • Persuade the customer through the use of testimonial ads (celebrity). 6. What is the consumer promise/creative strategy? • Coach is the leading brand for young, sophisticated, cosmopolitan women that will make you feel like royalty and become the “Queen of the Jungle” any time you wear their products. 7. What is the supporting evidence? • By showcasing women within the target market wearing Coach’s products, we will be able to support the consumer promise and show the viewer how elegant they would look if they purchased Coach’s products. By featuring popular celebrities, like Selena Gomez, who are in our target market, we will be able to relate to our audience which will help support the consumer promise further.

8. What is the creative concept? • Through the use of various types of advertisements, we will depict women within our target market dressed lavishly in Coach’s products and looking like royalty with the headline “Queen of the Jungle” 9. What is the tone of voice from the advertisement for your branded product? • Sophisticated • Glamorous • Royal

PRINT ADS

HEADLINES 1. Queen of the Jungle 2. Form follows you 3. The Luxe Look 4. Dress like a Queen 5. Fashion never sleeps 6. For the fashionista 7. Coach looks better on you 8. The World is your Runway 9. A Style of Life 10. Made with Love

TAGLINES 1. A style for every story 2. Be your own label 3. Life isn’t perfect but your style can be 4. Life is a party, dress like it 5. A handbag is a girl’s best friend 6. Because normal is boring 7. For wherever life takes you 8. What’s in your bag? 9. Quality never goes out of style 10. Solid designs for a patterned world

LAYOUT/THUMBNAILS

TELEVISION SCRIPT

Coach :30 TV “Queen of the Jungle” December 10, 2017

TELEVISION SCRIPT

1. LS OF WOMAN #1 LEANING AGAINST WALL WITH ONE LEG UP HOLDING COACH WRISTLET (1 SECOND)

SFX: “COME TOGETHER” BY GARY CLARK, JR (30 SECONDS)

2. CUT TO TITLE SLIDE THAT READS “SHE IS THE QUEEN” (4 SECONDS)

3. CUT TO A MS OF TWO WOMEN STANDING AGAINST A WALL HOLDING A COACH WRISTLET (2 SECONDS)

4. CUT TO A PAN OF THE NEW YORK CITY SKYLINE (2.5 SECONDS)

5. CUT TO A CU OF WOMAN #1 PUTTING HER HAND INSIDE HER JACKET POCKET (2 SECONDS)

6. CUT TO A CU OF WOMAN #2 STARING INTO THE CAMERA (1 SECOND)

7. CUT TO A CU OF WOMAN #2 WITH ONE ARM INSIDE HER JACKET POCKET (1 SECOND)

8. CUT TO A TITLE SLIDE WITH “AND THIS” (2.5 SECONDS)

9. CUT TO A PAN OF THE CHRYSLER BUILDING WITH OVERLAY TEXT “IS HER JUNGLE” (3 SECONDS)

10. CUT TO A MS OF WOMAN #1 FACING THE CAMERA AND WOMAN #2 FACING AWAY (1 SECOND)

11. CUT TO A MS OF WOMAN #2 FACING THE CAMERA AND WOMAN #1 FACING AWAY (1 SECOND)

12. CUT TO A CU OF A WOMAN’S SHOES (1 SECOND)

13. CUT TO A WS OF PEDESTRIANS WALKING IN NEW YORK CITY SPED UP (2 SECONDS)

14. CUT TO A MS OF WOMAN #1 AND WOMAN #2 BOTH LOOKING INTO THE CAMERA, SMILING (4 SECONDS)

15. CUT TO A TITLE SLIDE THAT READS “COACH F/S 2018” (3 SECONDS)

Coach :30 TV “Queen of the Jungle” December 12, 2017

MS OF WOMAN 1 IN BLACK PEACOAT LEANING SERIOUSLY AGAINST GREEN TENNIS COURT WALL SOUND: BOOMING GUITAR RIFF STARTS TO PLAY, CONTINUES THROUGH ENTIRETY OF AD

WS OF NEW YORK CITY SKYLINE HUBBUB DURING DAYTIME

STORYBOARD

WHITE TEXT DISPLAYING “SHE IS THE QUEEN” GROWS SLIGHTLY

CU OF WOMAN ONE STICKING HAND INTO PEACOAT POCKET

WOMAN ONE AND WOMAN TWO, WEARING FUR CHEETAH PRINT COAT, STAND IN FRONT OF GREEN TENNIS COURT WALL STARING INTO THE CAMERA WITH ANGST

CU OF WOMAN TWO RUFFLING COAT, STARING SERIOUSLY INTO THE CAMERA

TV KEY FRAME/RATIONALE

Brand: Coach Title: “Queen of the Jungle” 30 Seconds

Rationale and explanation of the TV Spot Coach: Queen of the Jungle “Queen of the Jungle”. This is the theme of Coach’s newest advertising campaign, intended to target young, sophisticated, working millennial women. They are the Queens of the concrete jungle– they’re going to land that major client deal they’ve been prepping and doing overtime for the past two weeks, and they’re going to look good doing it. The campaign includes print, television, radio and out-of-home advertising, as well as a viral video and guerilla marketing. The underlying message of the Queen of the Jungle campaign is that women are powerful, strong, working-women, who like being fashionable as well. The television spot features no announcer, only audio, to keep inline with other recent Coach advertisements. The spot switches between shots of two women standing on the street, modeling a Coach wallet, shoes, while looking fashionable doing so, and video of New York City. The rapid switching of shots is meant to not only help the viewer visualize the women in New York City, but also give glimpses of what the women’s day might look like from their perspective. The song, “Come Together” by Gary Clark Jr. is used to contrast the sophisticated, fashionista footage shown. Like the women Coach is targeting with this advertisement, it is sophisticated with a hint of badass.

RADIO SCRIPT

RADIO SCRIPT Client: Coach Title: “Queen of the Jungle” Produced Time: 30” December 14, 2017 Production Note: Announcer is female. SFX:

TYPICAL CITY NOISES LIKE CARS HONKING, WALKING AND CHATTERING.

ANNCR:

She’s powerful. She’s on the prowl.

SFX:

WOMAN’S PURSE RUSTLING

ANNCR:

Her Coach purse is full of proposals. She’s going to land a huge client deal.

SFX:

WOMAN WALKING IN HEELS

She knows she’s going to change the world and she looks the part too, with help from Coach.

ANNCR:

Be the queen of your concrete jungle. Visit coach.com to start your reign. Shop powerful. Look powerful.

OUT OF HOME AD

HEADLINES 1. Queen of the Jungle 2. Reign the Forest 3. Queen of the Concrete 4. For young hearts 5. Show your colors 6. For the trend-setters 7. Not your average bag 8. For the cool girls 9. Be your own label 10. A style for every story.

VIRAL VIDEO

VIRAL VIDEO KEY FRAME & RATIONALE Brand: Coach Title: “Fashion of the Early 20th Century vs Now” 33 seconds

The Queens of the Jungle this campaign is targeting– the working woman who also has a knack for fashion, isn’t just into fashion. These women love social media, and their guilty pleasure is scrolling through Facebook watching Tasty videos and taking Buzzfeed quizzes. They like short, lighthearted content that they can share with their friends and family. Coach is a fashion brand, and what better way to advertise Coach than show the different fashion trends of the early 20th century, contrasted with current trends featuring Coach? The brand name Coach name is shown, but is not shoved down the consumer’s throats. “Fashion of the Early 20th Century vs Now” is a take on the popularized “Buzzfeed” style of videos that are short, mindless, and appeal to a wide variety of people with a question at the end. The idea is that it is so broad that many people will find the video appealing or interesting, and then will share, as well as respond to the question at the end of the video in the comments. The music used at the beginning of the video is meant to be upbeat, but also to help place the viewer in the early 20th century. The music used at the end of the video, which is the same music used in the television spot, is meant to bring the viewer back to the 21st century with a reimagined version of “Come Together”. “Come Together” was strategically used at the end of “Fashion of the Early 20th Century vs Now” to subconsciously connect the viral video and television spot as well. The video follows the tips to aid a video in going viral. It is short and sweet, uses upbeat music, is informative of different styles of clothing, and might inspire some women to become interested in fashion.

GUERILLA MARKETING

STRATEGY & RATIONALE Strategy: • Behind a subway station bench, a jungle background with large text saying “queen of the concrete jungle” would be displayed. Behind one particular seat, a crown would sit right above where an average person’s head would reach, thus creating the optical illusion that the random subway rider was the “queen.” • This method would not only be cost-effective but also easy to implement. Permission from the subway station of choice (ideally Times Square, Grand Central, or Herald Square, as these are the most frequently traveled) would need to be obtained and one advertisement space would need to be rented out for the artwork to be displayed behind a bench. • The audience is the true key to this piece—each new person that sits down creates a new version of the advertisement. Rationale: • With New York City as the world-class metropolis Coach calls home, there is no better place to employ a guerilla marketing tactic. The Big Apple’s subway system alone carries 5.7 million riders a day (Plitt, 2016), and while it is open to all types of people, young professionals in particular are drawn to its ease of access and affordability. • In the day and age of social media, any creative advertising or fun backdrop that people notice has the potential to reach exponentially more people than its original in-person audience. • This particular advertisement would facilitate a fun photo op for the target audience, who would post the photos and share them with their networks. Their networks will not only be exposed to the message, but are more likely to be engaged with the content because their friends and peers are such highly-valued influencers (2017 Edelman Trust Barometer).

SOURCES Research & Creative Strategy Statement Coach. (2017). About Coach. Retrieved from http://www.coach.com/careers-about-coach Coach. (2017). Women’s Clothing. Retrieved from http://www.coach.com/shop/women-cloth ing?viewAll=true Coach. (2017). Women’s Handbags. Retrieved from http://www.coach.com/shop/women-hand bags?viewAll=true Coach. (2017). Women’s Shoes. Retrieved from http://www.coach.com/shop/women shoes?viewAll=true Coach. (2017). Women’s Wallets. Retrieved from http://www.coach.com/shop/women-wallets ?viewAll=true Coach, Inc. SWOT Analysis. (2017). Coach, Inc. SWOT Analysis, 1-8. Retrieved from http://search. ebscohost.com/login.aspx?direct=true&db=bth&AN=124284379&site=ehost-live&scope=site IBISWorld US. (1999-2017). Major Companies. Retrieved from http://clients1.ibisworld.com/reports/ us/industry/majorcompanies.aspx?entid=1965 Michael Kors. (2017). Shoes. Retrieved from https://www.michaelkors.com/shoes/view-all-shoes/_/N 28ba Michael Kors. (2017). Wallets & Wristlets. Retrieved from https://www.michaelkors.com/accessories/ wallets-phone-cases/wallets-wristlets/_/N-yualkd Michael Kors (2017). Women’s Clothing. Retrieved from https://www.michaelkors.com/women/cloth ing/_/N-28ef Michael Kors. (2017). Women’s Handbags. Retrieved from https://www.michaelkors.com/women/ handbags/_/N-28f3 Okwodu, J. (2017). Selena Gomez and Stuart Vevers on the New Coach Campaign. Vogue. Retrieved from https://www.vogue.com/article/selena-gomez-coach-fall-2017-stuart-vevers exclusive Tory Burch. (2017). Clothing. Retrieved from https://www.toryburch.com/clothing/ Tory Burch. (2017). Shoes. Retrieved from https://www.toryburch.com/shoes/ Tory Burch. (2017). Wallets. Retrieved from https://www.toryburch.com/accessories/wallets/ Tory Burch. (2017). Women’s Handbags. Retrieved from https://www.toryburch.com/handbags/

Guerilla Marketing Edelman. (n.d.). 2017 Edelman Trust Barometer. Retrieved December 10, 2017, from https://www. edelman.com/trust2017/ Plitt, A. (2016, April 19). Surprise: More People Are Riding the NYC Subway Than Ever. Retrieved December 10, 2017, from https://ny.curbed.com/2016/4/19/11461548/nyc-subway-rider ship-statistics-mta 443 Advertisement HD New York City Chrysler Building [Video]. Retrieved from URL https://www.videoblocks.com/video/hd-new-york-city-chrysler-building-hoq3qaz/ HD New York City Times Square [Video]. Retrieved from URL https://www.videoblocks.com/video/hd-new-york-city-times-square-uxzoi5r/ Lennon, John & McCartney, Paul. (1969). Come Together [Recorded by Gary Clark Jr.]. On Justice League [CD]. Burbank, California: WaterTower Records. New York City Skyline Aerial [Video]. Retrieved from URL https://www.videoblocks.com/video/new-york-city-skyline-aerial--cl3iol/ Viral Video Donahue, Harry D (Director). 1940. Fashion Horizons [Film]. Retrieved from URL https://archive.org/details/FashionH1940 Lennon, John & McCartney, Paul. (1969). Come Together [Recorded by Gary Clark Jr.]. On Justice League [CD]. Burbank, California: WaterTower Records. Lingerie 1920s [Film]. (1920). Retrieved from URL https://archive.org/details/Lingerie1920s Reed Roland Productions (Production Company). 1939. Aristocrats of Society [Film]. Retrieved from URL https://archive.org/details/0396_Aristocrats_of_Fashion_10_22_40_00 Universal-International Newsreel (Production Company). 1950. Union Square, San Francisco Fashion Show. Retrieved from URL https://archive.org/details/UnionSqu1950

SLIDES

IMAGE REFERENCES Selena Gomez Campaign Billboard. Retrieved from https://www.billboard.com/files/media/01-Selena-Gomez-coach-campaign-billboard-embed.jpg

Selena Gomez Coach Holiday Ad Campaign. Retrieved from https://fashionista.com/.image/t_share/MTUwNzkwMjE0OTg4NjA0OTY2/selena-gomez-coach-holiday-ad-campaign-1.jpg

Chloe Grace Coach Ad. Retrieved from http://cdn-img.instyle.com/sites/default/files/images/2016/01/012616-chloe-grace-coach-ad-1.jpg

Coach Spring Summer Ad 2016. Retrieved from http://cdn.thefashionography.com/wp-content/uploads/2016/01/coach-spring-summer-2016-4.jpg

Stock Jungle Image. Retrieved from https://depositphotos.com/75758837/stock-illustration-tropic-jungle-background.htm

Coach New York Spring 2016. Retrieved from https://www.purseblog.com/images/2016/01/Coach-New-York-Spring-2016-Campaign-1.jpg

Selena Gomez Advertisement. Retrieved from http://images.holaciudad.com/2017/08/28/entretenimiento/famosos/Instagram-Selena-Gomez-dado-temporalmente_1058004214_15286223_1429x1024.jpg

Coach Selena Bag. Retrieved from https://slimages.macysassets.com/is/image/MCY/products/2/optimized/8800252_fpx.tif?op_sharpen= 1&wid=400&hei=489&fit=fit,1&$filterlrg$

Met Steps Fashion Blogger. Retrieved from http://fashiontoast.com/wp-content/uploads/2016/10/IMG_5254.jpg

Selena Gomez Met 2017. Retrieved from http://www4.pictures.zimbio.com/gi/Selena+Gomez+Mark+Hotel+Celebrates+2017+Met+JJyJ9Eb7AMtl.jpg

City Billboard. Retrieved from https://graphictwister.com/wp-content/uploads/2015/04/double-black-billboard-mockup.jpg

Selena Gomez Coach Fall Campaign. Retrieved from https://peopledotcom.files.wordpress.com/2017/06/170613_coach_fw17__campaign__final_swagger. jpg

New York City Bridge. Retrieved from https://static.pexels.com/photos/450597/pexels-photo-450597.jpeg

City Billboard. Retrieved from https://secure.parksandresorts.wdpromedia.com/resize/mwImage/1/1200/600/90/secure.parksandresorts.wdpromedia.com/media/abd/refresh/north-america/new-york-city-tours/adventures-by-disney-homepage-new-york.jpg

Coach Runway. Retrieved from https://assets.vogue.com/photos/57d8899822da519951d224f3/master/pass/01-coach-spring-2017rtw.jpg

Gold German Crown ClipArt. Retrieved from https://openclipart.org/image/2400px/svg_to_png/266730/Gold-German-Imperial-Crown-No-Background.png

Coach Logo. Retrieved from http://logok.org/wp-content/uploads/2014/05/COACH-logo-2013-png-1024x625.png

Facebook Twitter Instagram Icons. Retrieved from http://www.contentsocialpanels.com/wp-content/uploads/2015/07/social-icons.png

Girl sitting. Retrieved from https://i.pinimg.com/originals/34/cb/24/34cb243652ac05db3439189a81ec72d1.png

Man sleeping on a wooden very uncomfortable bench on the 168th Street subway stop. Retrieved from http://www.indiaphoto.org/usa/nyc/subway/subway_sleep_bench.jpg