People Tree NORTHERN CREATIVES
PROMOTIONAL DOCUMENT
CONTENTS
CONCEPT 1 NORTHERN CREATIVES 3 ANALYSIS 4 TARGET AUDIENCE 13 PR OBJECTIVES 19 MARKETING STRATEGY 20 TACTICS 23 MEASURING SUCCESS 41 PROMOTIONAL TIME LINE 42
CONCEPT People Tree is a London based brand, it is recognised by consumers and the fashion industry as a pioneer in environmentally sustainable fashion. It is partnered with fair trade producers, garment workers, artisans and designers in the developing world. The brand has five environmental policies it aims to achieve through producing ethical fashion: to promote natural organic farming, to avoid polluting substances, to protect water supplies, to use biodegradable substances where possible, and to recycle materials where possible. It is 100% sustainable through its supply chain and garment making process; while currently supporting 34 Fair Trade groups in 12 developing countries. (1) People Tree x Northern Creative is a six-month community campaign promoting People Tree’s first stand-alone store, the Eco Store in Newcastle city centre from the 01st February 2018 until 01st August 2018. The Eco Store is a store of inspiration, education and will be holding events based on sustainability in fashion and lifestyle. Bringing through both People Trees and Northern Creatives brand ethos of being 100 percent sustainable in everything they do. Events in the store will be interactive, fun and community-based. Created around incorporating the contributors that kindly took part in Northern Creatives publication, there will be talks, lectures, workshops and city bike rides to entice a wide audience as well as enthuse consumers about the prominent subject slow fashion and a sustainable lifestyle.
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NORTHERN CREATIVES Northern Creatives is a publication founded in 2016, it is based around sustainable businesses in the North East. Issue 1 Celebration was released in January 2017, the concept of Northern Creatives is finding businesses and brands in the North East who are embracing sustainability within their work. From longevity to end of the line yarns it had interviews with furniture producers, jumper curators and charities to name a few. As Newcastle is one of the greenest cities in the UK it is based in the North East and gives light to businesses who may not be in the spotlight but deserve to be recognised for their hard work in keeping their businesses, products and services sustainable. People Tree working with Northern Creatives is the perfect fit, both brands hold an ethical and sustainable ethos within their work and it is a great opportunity for Northern Creatives to come to market in its hometown.
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ANALYSIS MICRO ENVIRONMENT Customers The aim is to attract customers through the store and the unique store experience, meeting the needs of the consumers, through not only the People Tree products but also the excitement and community aspect of the store through excellent customer service throughout the duration of the campaign. It allows consumers a chance to learn and engage within different subjects. The campaign is working to target a wide range of consumers, by offering incentives they aim to attract younger audiences such as students, offline marketing will attract older generations and a social media competition aims to engage young adults to the store.
Competitors The Eco Store’s unique selling point is the store’s distinct store concept. No other stores in the North East are offering an event based store concept. For People Tree as a brand, there is no other national retailer in the area that is offering 100 percent sustainability and ethical processes within its clothing lines, People Tree’s 100 percent sustainable and ethical process is unique in itself and will be a selling point. It is a community store that aims to incorporate the creative, active and pro-active community of Newcastle and embrace sustainability. Competitor H&M, John Lewis, & Other Stores and ASOS’ sustainable lines are not being promoted in such a way that will attract consumers into the store, none of their competitors have held a store concept like this before or the level of promotion that this campaign will produce. Therefore, offering People Tree a strategic advantage, intense marketing will be conducted to promote People Tree’s Eco store around the city, aiming to really get People Tree recognised by consumers and make them aware of unauthentic competitors.
Suppliers The suppliers for the Eco Store are primarily the suppliers who produce the garments, but also the contributors that are helping to make the events happen on a daily basis in the store. They are the materials People Tree needs in order to make the Eco Store work effectively. People Tree will have close supplier relationships with the majority of its suppliers as most of them are with Northern Creatives, having a close relationship will mean People Tree can remain competitive and secure quality service from contributors. Ticket prices are of a good value, therefore the brand can pay its suppliers a reasonable amount for each workshop.
Media There will be a lot of press and media around the store as it is the first of its kind and a big community event. Everything that the store does will need to ensure that it is in line with People Tree’s ethical status in order to not gain any bad press throughout the campaign. A public relations agency will be hired to deal with any press and potentially any negative press that could arise. However, local newspapers and local press will be invited to the launch day of the store, in order to gain as much positive press as possible to help promote the store. By providing local jobs and having an ethical and social responsibility within the store and the brand name the press around the store should remain positive as this is what communities look for in new businesses. 4
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MACRO ENVIRONMENT POLITICAL
ECONOMICAL
x Brexit uncertainty, this could affect the suppliers used for the clothing for the store concept, prices could rise. x Members of staff will be paid the minimum wage x Ensure all marketing strategies follow the government’s guidelines x Tax and trade policies will all be in place x Environmental laws
x The rate of inflation at the time of the store opening x The level of employment at the time of the store opening x Business growth, how well local and national business are doing at the time of the store opening will depend on how the Eco Store does x It will be employing local workers x Average income in Newcastle varies significantly the average wage of residents is lower than the national average. x Embracing local brand’s to develop their names in Newcastle x Salary levels and credit trends at the time of the store opening
SOCIAL
TECHNOLOGICAL
x Employment statistics state Newcastle has a large number of people who are without work and claiming benefits. Representing 27,870 people or 15.6% of the working age population. This campaign will encourage local workers, such as fittings for the shop and staff. x An increase in life expectancy, men 74.9 compared with the national average of 76.9 years ensuring offline promotion is vital for this age group. x Newcastle is one of the safest cities in England, Safe Newcastle aims to create better lives and stronger communities. (2)
x The rise in technology and social media will have an impact on the promotional aspect of this campaign. Currently, there are 64,600 children and young people living in Newcastle aged 0-19, with this high amount of young adults the use of adapting and incorporating technology within the marketing strategy is vital. x The new look book on a tablet in store and on the brand’s website will be a good marketing tool for People Tree, it will create a good marketing opportunity. x Have to stay tech-savvy in order to compete in the market. x Consumers feel that stores that are technologically advanced are more reliable.
LEGAL
ENVIRONMENTAL
x Consumer rights, returns on garments, if their experience was unsatisfactory, if they cannot make the event but have paid they will receive a refund. x Legal factors such as dealing with the press and any negative press only being dealt with by the public relations agency. x Equal opportunities when employing staff members x Advertising standards, social responsibility online and offline
x Government working to tackle fuel poverty and improve energy efficiency x The promotion for this campaign aims to follow the ethos of People Tree, offline promotion will be printed through sustainable, recycled and environmentally friendly paper and ink. x Need to have a good social and environmental reputation. x Waste disposal monitored and kept to a minimum. x Energy consumption, energy saving lighting in the store and ensuring the store keeps a low energy usage.
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PROMOTIONAL PESTLE By promoting local businesses and with a brand new store opening, the requirements for jobs in different areas of the store is going to be large, potentially having a positive impact on the low employment rates in the city. Environmentally, the store and brand fit into the city well, due to the green nature of the city and brand. All promotion will need to be in line with People Tree’s brand ethics in terms of sustainability, considering where poster and flyers are left. Technologically with a large population of young adults in the city, promoting through technology and technology in the store will be a vital factor. Similarly, with a large population of an older generation and the life expectancy of residents in the city in the 70’s sustainable offline promotion will also be essential in order to ensure promotion is reaching as many consumers as actively possible.
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SWOT OF THE ECO STORE & CAMPAIGN
STRENGTHS
WEAKNESSES
x Community involved campaign x Brings to life sustainability in an interactive format x The events are very versatile x It is a large store with plenty of space for consumers x A chance for People Tree to show off its garments in an offline store environment x A chance for People Tree to get its brand out to consumers x A chance for Northern Creative to get involved in their community and promote the publication x A chance to liven up People Tree as a brand through a fresh, unique store concept and design x Have an excellent promotional strategy in place x Excellent quality clothing x The brand is 100 per cent sustainable x A chance to promote People Tree in the North of the UK
x Consumers have to pay for the events x People Tree garment prices are quite high x The brand might not be able to afford the store for six months x People might not visit the store because they do not know the brand x Consumers might prefer to shop with brands they know better
OPPORTUNITY
THREAT
x A chance to bring a community together through a campaign x A chance to show consumers what slow fashion is about x A chance to incorporate fashion with lifestyle, therefore, creating a high target audience range x A chance for People Tree to make a profit through selling its garments offline x A chance to make the store a refreshing redesign for the brand
x There are competitors nearby such as H&M and John Lewis x Consumers may prefer to go to these competitors to shop instead of a brand they are not familiar with x The cost of the store maybe too high for the brand marketing budget x Consumers may not take to the brand or the store as it is so unique and not fast fashion
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PLATFORM FACEBOOK
USERS
FREQUENCY
CONTENT
ENGAGEMENT
61,177 likes
2 – 3 posts per day
Getting above an estimated 20 likes on posts and a few shares on most posts, no direct engagement with consumers
32.4K followers
2 – 3 posts per day
Videos, new collections, articles about People Tree or about sustainable fashion, bloggers, campaigns New collections, links to campaigns they support internationally, sustainable fashion article links, retweeting consumers / bloggers blogger who have put People Tree collections together Pictures, lifestyle, foods, new People Tree collections, personal travel photographs about People Tree, behind the scenes photos. It feels very personal, like a blog. Behind the scenes shoots, How to take care of People Tree clothing, Videos of People Trees work in India, Interviews with collaborators e.g. Orla Kiely, Behind the scenes of People Tree at LFW
TUMBLR
YOUTUBE
Posted regularly, then stopped posting at the end of 2015.
1,941subscribers
Every 4-6 months
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A few likes or retweets on most posts, quite a lot of direct consumer engagement through replying to consumers tweets
N/A
Videos are gaining anything between 137 views – 13,908 views
45.7K followers
At least one post per day
New collections, bloggers, social media campaign contributors, workers abroad who make People Tree garments, promoting sales in stores, job advertisements.
Most posts are gaining over 200 likes and a few comment, not a lot of direct consumer conversation
4.5K followers
A couple of posts per month
N/A
GOOGLE+
278 followers
Every 2-3 weeks but haven’t updated in around 30 weeks
People Tree’s seasonal garments, how to style them in various ways, more street style blogger photography rather than studio based. Eco – concept store videos, People Tree’s brand mission video, Spring Summer collection preview video,
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SOCIAL MEDIA REVIEW Through analysing People Tree’s current social media platforms, the channels that have the most followers and engagement are Facebook, Twitter, Pinterest and Instagram. In order to help develop the brand in its new direction and its relationship with consumers online, this project will aim to develop the brand’s YouTube channel, through videos of events happening in the Eco Store. Although all the channels are set up and have a number of followers, they are not being used effectively; this campaign is an opportunity to develop the brand online. The brand is currently running too many social media channels, narrowing this down to five channels will mean they can work to focus on making five different channels excellent as oppose to running seven channels not very well. The five channels will be, Facebook, Instagram, YouTube, Pinterest and Twitter. The campaign will work to create higher engagement with consumers on these channels, aiming to incorporate bloggers through People Tree garments, and use the platforms to inspire consumers about People Tree and sustainability in lifestyle. Posting regularly on all the channels will be vital in order to gain more followers and keep a continuous stream of engagement with its consumers.
THE PLATFORMS FACEBOOK | This platform will be used as a conversational platform, it will be where articles are published and discussed on sustainability, photos uploaded and competitions announced. Also, new collections will be announced as well as following Safia Minney’s sustainable travels closely, will mean consumer engagement should be higher. TWITTER | This will be more of an update platform, leading consumers to different platforms such as relevant sites and the brand’s website, it will aim to help consumers with any problems they maybe having while also releasing competitions and collections in a short and snappy way. INSTAGRAM | This will be a place of images, not much text or consumers engagement verbally, but this will be a place the brand will intend to embrace bloggers and consumers wearing People Tree garments. YOUTUBE | This is a platform the campaign aims to develop. Through uploading videos of the store events, classes happening and daily videos will mean engagement on the platform should rise. Once the campaign has finished, the platform will be used to follow different campaigns, behind the scenes shoots of new collections and Safia Minney on her journey and exploration of sustainable fashion. PINTEREST | Similarly to Instagram this platform aims to follow bloggers and the different ways that they style People Tree garments in order to inspire consumers. It will also be used to upload images of behind the scenes shoots of new collections and sneak peaks of new collections before they are released. It will actively encourage consumers to upload images of themselves in People Tree garments, in order to show other consumers different ways of styling different garments. 11
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TARGET AUDIENCE & KEY INFLUENCERS People Tree’s target audience is currently based on consumers in their 20’s - 30’s. A woman who enjoys fashion but also strives to be sustainable and ethical when purchasing garments. She has a strong interest in lifestyle amongst keeping fit and trying to lead a clean healthy lifestyle. She enjoys yoga on a weekly basis and often reads up on how to eat and live sustainability. She enjoys socialising with friends on the weekend and working on her fashion blog. She is an independent woman who is eternally curious. By having Emma Watson and Lauren Gold as its brand ambassadors, People Tree is actively reaching out and targeting a younger consumer profile, however, this could be limiting the brand’s maximum engagement. People Tree x Northern Creatives is aimed at People Tree’s target audience, but it also aims to broaden its target audience, getting older, and younger ages involved. It does not have to just be fashion conscious consumers, but consumers that enjoy lifestyle, health and fitness, crafts or food and drink. A consumer that perhaps aspires to become more ethical in his or her lifestyle, or even consumers who are just starting to gain an interest in fashion. All consumers must, however, follow People Tree’s brand ethos in wanting to learn about new things, wanting to take part in the events to be inspired and willing to learn and contribute. They must stand for a more sustainable world in all aspects of our lives.
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THE YOUNG CONSUMER 13 - 19 Still at secondary school Has an active and growing interest in fashion and new trends Enjoys socialising with friends Uses social media a lot Enjoys blogging during her spare time Starting to gain an interest in make up and make up brands
THE TRENDY FASHION CONSCIOUS CONSUMER 20 - 30
Fashion conscious Social media intern Blogger Enjoys going out for dinner University educated Keeps up with the latest trends but strives to be more sustainable in life Enjoys fitness
THE LIFESTYLE AND FASHION CONSCIOUS CONSUMER 40 - 50 Married with one child Enjoys cooking & baking Works part time in an office environment Getting into social media Enjoys socialising College educated Getting into fashion, striving to become more sustainable in every aspect Loves lifestyle and interiors Enjoys relaxation fitness such as yoga
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AMBASSADORS The ambassadors will be a part of the six-month campaign, representing the brand and engaging with audiences. They will be in charge of running different sections of the campaign. Lauren will be the overall brand ambassador leader for the campaign. Bethany will be the online content ambassador, she will be in charge of the content that goes on social media, website and the blog, ensuring there is always new appropriate content going online, and Sophia is the ambassador for the offline marketing and running of the events in the store, ensuring the bookings are all in place, as well as handing out offline marketing materials in the city. Again it will be very important that all three brand ambassadors follow People Tree’s ethos and the ambassadors will be the face of People Tree throughout the duration of the campaign, representing the brand through all aspects of marketing and promotion as well as events.
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Bethany
Lauren
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Sophia
MEDIA TARGET AUDIENCE Newspapers: The Chronicle, The Northern Eco, Newton News, Morpeth Herald, Gazette Live, Sunderland Eco, Hexham Courant, Journal, The Telegraph, The Independent Print: Living North, North East Times Magazine, North-East-Lifestyle, Luxe, Appetite Magazine, The Crack Magazine, Select Magazine, Etc Magazine, Oh Comley, AnOther, ELLE UK, Good Housekeeping Press: North East Press, Iron Press, Shiremoor Press, North East Press Limited. B2B: Business of Fashion, WGSN, PR News Daily
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PR OBJECTIVES • To introduce the event to a collection and diverse set of guests. • To isolate and impress upon the brand ambassadors, media and the public the key message of the campaign. • To raise awareness of the event to a collection of guests through excellent promotion • To increase engagement and conversation with guests offline and online. • To increase leverage for positive coverage. • To raise and build the profile of People Tree. • To deal positively with issue or conflict. • To influence the media into positive response which affects market response • To increase knowledge for consumers about slow fashion.
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MARKETING STRATEGY People Tree x Northern Creatives is about moving the brand forward and developing the brand in different sectors of its business. Working online the campaign aims to push the brand’s outreach to consumers, whilst developing the brand’s outputs and social media channels, aiming to engage with consumers increasingly online. Offline the brand aims to get a presence in the North of the UK and work to gain and increase in diverse target audience ages, through strategic offline promotion. The whole campaign is about making the brand more inspirational and therefore appealling to a wider target audience, while inspiring consumers through slow fashion. It also aims to get more consumers involved with People Tree online and start to build relationships with consumers offline in a store environment. It aims to create engagement and conversation online and cut down the number of social media platforms from seven to five, these platforms are, Facebook, Twitter, YouTube, Pinterest and Instagram. Focusing on five platforms and making them stronger for consumers means that the engagement will be higher, there will be consumer and brand engagement about the products and posts on all the platforms. This strategy aims to close down the brands Tumblr and Google+ profiles, however, these platforms have not been used for months and do not have a good reflection of the brand’s communication, making it look highly unprofessional. The offline promotion and engagement of the store will consist of press releases, news release and press at the event. Advertorials in local magazines, as well as offline promotional materials around the city, will also help promote the store offline. Events such as a city bike ride, work with Fashion Revolution and a social media competition will all help engage with a more diverse target audience.
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ANSOFF MATRIX
MARKET PENETRATION
MARKET DEVELOPMENT
x Advertising through online and offline marketing in order to reach a wide target audience range x Personal selling through a styling service will also help to promote and sell more People Tree garments. x Restructure a mature market but driving out unauthentic competitors, by using the two-pound machines and locating them near competitor’s stores, it will create an emotional attachment to consumers and make the competitor’s markets look more unattractive. x Marketing emails will be sent out to existing and loyal consumers throughout the campaign. x Convert non-users into users x More purchases from existing users
x New geographical store, the first offline store and is a major market development for the brand as well as a big step forward, and a chance to develop the brand in new regions. x Different pricing policies are something the brand has never tried before and is another big step into getting new target consumers in such as students. Consumers can receive a promotional code if they are a student - 10% off clothing and ticket price, 15% off clothing if they visit one of the Eco Store events and 10% off an event if they donate their ÂŁ2 from the two-pound t-shirt machine. x New distribution channels, a store environment.
PRODUCT DEVELOPMENT
DIVERSIFICATION
x Being the first brand of its type to market a store, which has so much going on inside and outside the store, it will hold events daily for five days a week for six months, this is something a store locally has never tried before. It will impact Newcastle socially and economically as it will create temporary employment for locals.
x People Tree is moving into an area where they have little or no experience but as they are involved with a campaign they have multiple skills coming in through the contributors. Some of them do have experience in a store environment, therefore, the skills they bring to the Eco Store will be valued very highly. Training for People Tree staff will also be vital in order to ensure a high level of customer service.
x It is a big research and development project for the brand, as they have never had a bricks and mortar store, it is a good chance for the brand to see if this is something that could work long term.
x Joint venture campaign between a magazine, something the brand has never done. The brand usually just works with well-known garment designers.
x New market segments branching into new age ranges such as teenagers and millennials, and a community-based event. The brand usually sticks to women and men between 20 - 40.
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TACTICS It is important that the campaign gets consumers connected and talking about People Tree on a National level. The following tactics have been carefully considered in order to fit People Tree as a brand and aim to engage consumers in the most effective way possible.
Channels Print Media
Digital Media
Newspapers: The Chronicle, The Northern Eco, Newton News, Morpeth Herald, Gazette Live, Sunderland Eco, Hexham Courant, Journal, The Telegraph, The Independent, Living North, North East Times Magazine, North-East-Lifestyle, Luxe, Appetite Magazine, The Crack Magazine, Select Magazine, Etc Magazine, Northern Creatives Issue 2 Zine.
x Facebook (Conversational) x Twitter (Announcements and engagement) x Instagram (Photos and blogger style), x YouTube (Videos of the store, so consumers online do not miss out if can not make it to the store). x Pinterest (Bloggers and ethical street style)
Radio
Physical Store Environment
Short advert on Heart North East, Metro Radio and Smooth Radio North East promoting the Eco Store, time dates and daily events.
The Eco Store itself being a prime location of central Newcastle. The promotion will be created online and offline for all the events happening, which will, in turn, promote the store.
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Advertising and advertorial
Word of mouth
Advertising through local radio stations and advertorials through local magazines with the location, time and daily events. Radio advertisements will be conducted throughout the duration of the event. Advertorials and radio advertisements will be written and sent out one month prior to the event.
The campaign will rely on local businesses to promote the event to their consumers, along with local universities and colleges promoting the event for students to visit.
News Release
Press Release
A news release will be released to customers who are already linked with People Tree through the website, and to local businesses. An email will go out informing consumers of the new Eco Store and details of where to find the event and ticket information for all the different events. The first one will be sent one month prior to the campaign and continue throughout the campaign.
A press release will be sent out to local newspapers, magazines and business promoting the event with all the information and event information to inform the local media what the campaign is, the store, events happening and an interview with founder Safia Minney. This will be sent out one month prior to the shop opening.
Website
Discounts and incentives
There will be a social media release on Facebook, Twitter, Pinterest and Instagram regarding the Eco Store and collaboration along with promoting the competition #sustainabilitymeans. This will let the online consumers follow the events. There will also be a statement released on the People Tree website, informing consumers who maybe passing the site to shop about the events and campaign. All of this will happen in January 2018, one month before the store opens.
If consumers attend a store event, then they can receive 15% off their People Tree purchase online or in store for the duration of the campaign. Students can also receive 10% off their ticket purchase and People Tree purchase. If consumers donate their two pounds at the t-shirt vending machine they can gain 15% off their ticket price for any chosen event.
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WEBSITE
People Tree NORTHERN CREATIVES DETAILS People Tree x Northern Creatives is a six-month campaign embracing slow fashion and ethical lifestyle. Launching our very first stand-alone store, the Eco Store has the most unique store concept in the heart of Newcastle. Packed with DIY workshops, relaxation classes, city bike rides and ethical fashion shows, we want to inspire you and show you what we are all about. Come and join us, we can’t wait to see you there! 01st February 2018 - 01st August 2018
The Eco Store Newcastle City Centre, Grainger Chamber retail store, Hood Street, NE1 5JQ
EVENTS Click the links below to reveal what’s happening in store!
Wednesday | Thursday | Friday | Saturday | Sunday
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WEBSITE TICKET INFORMATION
People Tree NORTHERN CREATIVES BUY YOUR TICKETS! The Eco Store Newcastle City Centre, Grainger Chamber retail store, Hood Street, NE1 5JQ 01st February - 01st August 2018
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NEWS RELEASE - EMAIL MARKETING
People Tree NORTHERN CREATIVES You are invited to The Eco Store a six month long campaign between People Tree and Northern Creatives Magazine.
Newcastle City Centre, Grainger Chamber retail store, Hood Street, NE1 5JQ
01st February - 01st August 2018 D I S CO V E R M O R E A ND BUY YOUR TICKETS NOW!
We are so thrilled to have a store of our own here in the UK and we wanted you to be the first to know! Combining sustainable fashion with innovative magazine Northern Creatives we bring you the Eco Store. People Tree x Northern Creatives is a six-month campaign uniquely tailored for consumers to embrace People Tree and ethical fashion in the heart of Newcastle. You can immerse yourself in DIY workshops, city bike rides, inspirational talks, and a moving documentary screening to name a few. This is your chance to experience People Tree in a store of its own through creative workshops, giving you the chance to learn more about sustainability in fashion and lifestyle. There is something for everyone, join the campaign and immerse yourself in slow fashion, purchase your ticket today. We can’t wait to see you! Visit www.peopletree.co.uk for more information.
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PRESS RELEASE People Tree celebrates its first UK standalone Eco Store
People Tree NORTHERN CREATIVES You are invited to The Eco Store a six-month long campaign between People Tree and Northern Creatives Magazine aimed to inspired and educate consumers about slow fashion.
01st February - 01st August
London-based ethical fashion retailer People Tree is delighted to announce its first UK stand-alone store, situated on Newcastle’s Hood Street. It will be launching with a bang on Thursday 01st February 2018. The store will be the home of The Eco Store, a six-month long campaign between People Tree and Northern Creatives Magazine, aimed to inspire and inform consumers about the subject slow fashion. Connecting on a personal level with consumers through craft, workshops, culture, wellbeing and fashion. Taking place from Thursday 01st February – Wednesday 01st August 2018, the six-month campaign is expected to inspire, educate and stimulate consumers with its impressive line-up of events. Events such as yoga, food tasting, talks from Northern Creatives magazine contributors, flower arranging workshops, city bike rides and the impactful viewing of The True Cost Documentary to name a few. With sustainable locals brands and charities taking part in the workshops, it is a collaborative effort between People Tree and Northern Creatives Magazine to make this a hub of community and fashion striking as one. With model Lauren Gold being the lead brand ambassador for the Eco Store it is sure to be an exceptional six months. Discussing the campaign, People Tree Founder Safia Minney said, “After the success, we have had online and previous online campaigns, such as 5lookschallenge, it felt natural to take this step into creating an offline event for people here in the UK. Our British consumers are amazing and so supportive of our ethical ethos so we are so thrilled to bring this Eco Store to Newcastle. Newcastle has a big community feel and is a great eco-active city, so this is why we decided to hold it there, along with the ethical magazine Northern Creatives. It gives the brand a chance to celebrate a great ethical city, along with an influential magazine and really get our brand name out in the North as well as informing and influencing at the same time. We are so excited to have Lauren on board as well as our two other brand ambassadors, they were carefully chosen so we are excited to see what they create.” People Tree is recognised by consumers and the fashion industry as a pioneer in environmentally sustainable fashion. While being an alternative of fast fashion for consumers it is 100 percent sustainable in what it does. Offering excellent quality clothing and accessories for women, it is on trend while carefully considering who has made the garments and accessories. This is the latest development for People Tree and the first offline stand-alone pop-up Eco Store the brand has created, this is a really exciting development and opportunity for the brand.
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MEDIA LIST
TARGET MEDIA LIST
- PRESS RELEASE
MAGAZINES | ELLE UK, Harper’s Bazaar, AnOther, Oh Comley, Grazia, Good Housekeeping,
Drapers, i-D, InStyle, Cosmopolitan, Living North, North East Times Magazine, NorthEast-Lifestyle, Luxe, Appetite Magazine, The Crack Magazine, Select Magazine. NEWSPAPERS| The Chronicle, The Northern Eco, Newton News, Morpeth Herald, Gazette Live, Sunderland Eco, Hexham Courant, Journal, The Telegraph, The Independent B2B| Business of Fashion, WGSN, PR News Daily
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PROMOTIONAL POSTER
People Tree NORTHERN CREATIVES
ECO STORE You are invited to People Tree x Northern Creatives Eco Store! Opening 01 / 02 / 2018 until 01/ 08 / 2018! You do not want to miss the chance to be inspired by sustainable talks, workshops and workouts. A chance to learn and make your own slow fashion garments or pop along to the city bike ride. Come along to learn something new, or visit our Eco Cafe to try some wonderful ethical foods. As well as meet the inspirational creatives from Northern Creatives magazine and learn about their brands. Do not miss your chance to visit the store! Buy you ticket now from www.peopletree.co.uk. Grainger Chamber retail store, Hood Street, NE1 5JQ
www.peopletree.co.uk
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KEY INFLUENCERS As the leading brand ambassador for People Tree, Lauren Gold will be the spokesperson for the duration of the campaign. She will be the face of People Tree, her role will include being in charge of creating a positive press around the store, as well as having excellent knowledge of the brand itself in order to influence, advise and educate consumers.
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PROMOTIONAL EVENTS
There are three promotional Events to promote the Eco Store and sustainability within Newcastle and nationwide. The first event is a city bike ride in connection with The Journey and Adam Laing. Promoting sustainable travel starting from the Eco Store the city bike ride will take place every Sunday 11 am – 1 pm. It aims to embrace the whole community in Newcastle and show consumers just how far they can go on their bikes. It will promote the Eco Store along the way by handing out leaflets at local stop off’s, as well as visiting local allotments, cafes and famous sites. The number of consumers who can join the bike ride is unlimited and they will be travelling through the streets of Newcastle city centre promoting sustainable travel as they go. It aims to engage all consumer ages, and will have different schedules for the ride every week. Consumers will be encouraged to take photographs of their bike rides and upload the images to a social media platform of their choice including People Tree and The Journey in their tags.
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PROMOTIONAL EVENTS
The second event is in connection with Fashion Revolution, as People Tree are already supporters of Fashion Revolution, this connection seems fit. Not so long ago in Europe Fashion Revolution released the two euro t-shirt machines, a machine where consumers would pay two euros expecting to receive a t-shirt. However, they instead received a video of how the t-shirt was made, in unsafe working conditions, for little money. They then had the option to donate or keep the two euros they put in the machine. These machines will be coming to Newcastle, in order to help promote the Eco Store and People Tree. Fashion Revolution will help set up the machines in locations such as Monument, Northumberland Street outside stores such as H&M, inside shopping Centre Intu Eldon Square and on Newcastle and Northumbria University campus sites to really create an impact with a large age range. If consumers choose to donate the two pounds they put into the machine they will then receive 10% off their ticket price for any event at The Eco Store as a thank you from People Tree and Fashion Revolution. This promotional aspect really aims to engage with consumers and connect with them on a personal level, giving them a real sense of what is going on in the fashion world behind closed doors. This offline promotional aspect aims to engage a wide target audience and by strategically placing the machines around the city centre and local universities it will get a whole variety of consumers involved. (3)
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PROMOTIONAL EVENTS
The third promotional activity is the social media campaign. As part of Northern Creatives publication, each contributor was asked ‘what does sustainability mean to you?’. The responses were all very different, proving how it is a wide subject that can mean so much. Promoted on all the five social media channels, the campaign’s hashtag is #sustainability means. Consumers will be asked to upload a picture, image, video or statement defining what sustainability means to them personally. It will engage consumers within the prominent subject and aim to get consumers thinking about what sustainability is all about, whether it be longevity, fair trade food or transparent production lines, it means something different to everyone. The best ones will be put on the wall of the Eco Store Cafe, and all of them will be posted on the website. It will give a chance for the brand to be promoted on social media as well as engaging consumers who may not be able to make it to Newcastle to visit the Eco Store. The 10 best, most creative entries will be in with a chance of winning some exclusive pieces from the Spring Summer 18 collection.
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FACEBOOK POST
Enter competition as part People x Northern campaign for Enterour ourexciting exciting competition asofpart of Tree People Tree xCreatives Northern Creatives acampaign chance tofor wina exclusive pieces from the S/S 18 collection! Define what sustainability chance to win exclusive pieces from the S/S 18 collection! Define means to you, using means #sustainabilitymeans a chance to win. Forfor more information on what sustainability to you, usingfor #sustainabilitymeans a chance to win! the competition and The Eco Store visit www.peopletree.co.uk. We can’t wait to see your For more information on the competition and The Eco Store visit entries!
www.peopletree.co.uk
Win!
W I N ! As part of People Tree x Northern Creatives Eco Store Campaign we are giving you the chance to win exclusive sustainable pieces from the Spring / Summer 18 collection! Your photo could also make it up on our website and sustainability wall in The Eco Store!. All you have to do is send us a photo to any of our social media channels of you defining what sustainability means to you using the #sustainabilitymeans For more information about the competition and about the events taking place at The Eco Store visit www.peopletree.co.uk
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INSTAGRAM POST
W I N! People Tree NORTHERN CREATIVES YOU COULD WIN! As Part of People Tree x Northern Creatives Eco Store launch we are giving you the chance to win exclusive sustainable pieces from the People Tree Spring / Summer 2018 collection. All you have to do is upload a photograph to any of our social media channels defining what sustainability means to you, using the hashtag #sustainabilitymeans. You could also feature on our website and on the wall of our new Eco Store. For more information about the competition and Eco Store visit www.peopletree.co.uk
peopletreeuk People Tree x Northern Creatives is finally here. Today we are launching
our competition so for a chance to win exclusive sustainable pieces from our upcoming Spring / Summer 2018 collection just follow the instructions above. For more info and to check out the Eco Store events go to www.peopletree.co.uk #peopletree #ecostore #sustainabilitymeans
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TWITTER POST
We are so excited to bring you the launch of People Tree x Northern Creatives! To be in with a chance of winning some exclusive pieces from our S/S 2018 range all you have to do it post an image, video or statement defining what sustainability means to you, use #sustainabilitymeans. Visit peopletree.co.uk for more info!
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MEASURING SUCCESS
The success of the promotion and campaign will be measured through social media posts, the responses they receive, retweets, shares, likes and consumer engagement, response through dialogue channels and the responses it received from curators and guests. • Social media response • Click through rate to website for ticket information • Responses from curators • Responses from guests and consumers • Response from dialogue channels • Interaction activity with the two-pound machines, how many 10% vouchers are received in store from the machine • The discount response, how many students we get in the store and how many garments the brands sell in response to the 15% off once the guest has attended one of the events. • Garment sales • Ticket sales for events • How diverse the age range of consumers is throughout the campaign
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FULL TIMELINE OF EVENTS SEPTEMBER | Start preparing press coverage and offline promotional materials. OCTOBER | Start preparation and planning for social media coverage. NOVEMBER | Collect offline materials from the printers, write a press release. Prepare the prize for the social media competition.
DECEMBER | Put offline materials up around Newcastle, hand into local cafes and business. Begin
social media promotion about the campaign. Prepare to launch the social media competition, send out a social media post explaining the campaign prior to the release of the competition.
JANUARY | Send out the press release to local press and businesses, continue heavy social media
promotion, distribute more offline promotional materials, send advertorials to local magazines and send short radio advertisement to local radio stations. Launch the social media competition on Facebook, Instagram, Twitter, YouTube, Pinterest, The Thread and People Tree’s website.
FEBRUARY | Continue social media promotion and offline promotion throughout the duration of the campaign. Heavy posting about the social media competition.
MARCH | Continue heavy posting online about the campaign, competition, as well as offline promotion throughout the duration of the campaign.
APRIL | Continue heavy posting online about the campaign, competition as well as offline promotion throughout the duration of the campaign.
MAY | Continue heavy posting online about the campaign, competition, as well as offline promotion throughout the duration of the campaign.
JUNE | Continue heavy posting online about the campaign, competition, as well as offline promotion throughout the duration of the campaign.
JULY | Continue heavy posting online about the campaign, competition, as well as offline promotion throughout the duration of the campaign.
AUGUST | The winner of the social media competition will be announced 03/08/2018.
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REFERENCES 1. Retrieved from: http://www.peopletree.co.uk/about-us/mission 2. Retrieved from: https://www.newcastle.gov.uk/your-council-and-democracy/statistics-and-census-information/equality-statistics-research-and-information 3. Retrieved from: http://www.standard.co.uk/lifestyle/the-fashion-revolution-would-youbuy-this-2-euro-tshirt-a3227936.html
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IMAGE REFERENCES 1. Retrieved from: http://alldecor.com.tr/mimari/yeni-monk-house-design-magazasi/ 2. Retrieved from: Own photography 3. Retrieved from: http://www.designstuff.com.au/ferm-living-leather-clothes-rack-grey/ 4. Retrieved from: http://www.fashionmenow.co.uk/2015/11/outfit-post-2/ 5. Retrieved from: https://uk.pinterest.com/shillingfordco/men-s-apparel/ 6. Take Aim: http://takeaim.nu/round-bags/ 7. Pinterest:https://uk.pinterest.com/clairewalsh98/look-book/ 8. Pinterest: https://uk.pinterest.com/soofistic/adidas-superstar/ 9. Retrieved from: http://thevivaluxury.com/2016/03/not-basic-brunette/ 10. Retrieved from: https://alchetron.com/Lauren-Gold-572788-W 11. Retrieved from: https://www.forbes.com/sites/viviennedecker/#44b2f7715ba9 12. Retrieved from: http://annakubel.se/2015/december/small-things.html 13. Retrieved from: http://thesavvycommunity.com/how-to-build-your-tribe-savvyscope/ 14. Retrieved from: https://www.instagram.com/peopletreeuk/?hl=en 15. Retrieved from: http://www.cyclinguk.org/event/newcastle-upon-tyne-space-cycling-ride-2015
People Tree NORTHERN CREATIVES