MEDIA PLAN GRACIE VESPA
Company Overview Created by J. Crew in 2006 Modern-day interpretation of an American denim label founded in 1937 Wide range of effortlessly cool pieces to pair with denim Friendly general-store vibe and antique décor that naturally reflect the authenticity and timelessness of the clothing Madewell.com: launched in 2010 Continually advancing social media presence
company information Madewell, Inc. offers casually chic-meets-preppy women’s clothing, accessories and footwear. Tees and sweats, shirts and tops, sweaters, jackets and vests, dresses, skirts, denim, pants and shorts, shoes and sandals, sneakers, boots, weather boots, jewelry, swim wear, and accessories.
company information J. Crew Group Inc. (Madewell) Annual Revenue: 1.7 billion Market Share: 28%
competitors Gap Inc., The Gap Hip, cool, experimental ads Relies heavily on the Internet for it’s advertising goals Since 2000, huge focus on print ads all together. Current goal: “to reestablish the brand image in the eyes of their consumers.” Social media, interactive advertising on their website, direct mail catalogs and recently, a mobile app. Spends 2% of its total advertising budget on its online marketing.
Annual Revenue $14.6 billion Market Share 24%
competitors Ann Inc., Ann Taylor Ann Taylor Stores, Ann Taylor LOFT, and Ann Taylor Factory Contends in "better" priced category, Target audience: the thriving, prosperous career woman Ann Taylor Loft: "upper moderate" priced category Catalogs, television and magazine ads 2008: 8.5 million visitors to its website Free 8-page magazine in stores
Annual Revenue $2.2 billion Market Share 36%
problemS No real basis of advertising/ marketing put in place Very catalogue-based company Current focus on advertising in niche magazines only (Vanity Fair, Vogue and InStyle) Belief that customers will continue to stay loyal based solely on the experiences they have had in the store Targeted at one audience only (women)
marketing objectives 1.  To stimulate/increase awareness of the Madewell brand as a whole. 2. To create a position for the Madewell brands as it’s own entity, not just a sister brand of J. Crew Group. 3. To increase brand loyalty.
Madewell must focus on creating a media plan that focuses in on their target audience. Madewell will want to follow this basic plan in order to catch the attention of J. Crew’s already loyal customer and audience base. It will also be important to look to competitive information in order to see who their competitors are targeting and how. This plan will entail focusing in on social media, as that is currently a heavily used mode of communication by competitors.
arrow chart Marketing Objective
Advertising Objective
Media Objective
1. To stimulate/ increase awareness of the brand.
1. To create a recognizable brand image and inform audience about what Madewell is all about.
1. Target the woman consumer by reaching out to them through relevant magazines/social media during relevant times when competitors are also in action.
2. To create a position for the Madewell brand.
2. Create awareness of the Madewell entity.
2. Build brand awareness and recognition.
targeT audience
Twenty-five to 35year-old women is the target median. However, Madewell embraces a wider range of women extending from college-aged to women in their 40s and 50s.
The Styled Fashionista.
target audience PSYCHOGRPAHICS Fashion-saavy Trendy Dressing for success Well-educated Worldly, sophisticated shoppers Somewhat conservative
target audience DEMOGRAPHICS Female Generally Caucasian 18-35 years old Has young children (if any) Graduated college+ Employment status: sales, office, management etc. Income: $75,000-$149,000 Primarily in the Midwest and East Coast/West Coast
Media Objectives 1. Target the woman consumer by reaching out to them through relevant magazines/TV/out-ofhome/social media during relevant times when competitors are also in action. 2. Build brand awareness and recognition.
geography NATIONAL J. Crew Group, as a whole, advertises to countries all over the globe. Madewell, being a part of J. Crew Group will continue in this direction.
Madewell clothing is offered all over the nation. Increased brand awareness will lead to increased sales. Specifically, their target is 25-35 year old women, because they are solely a women’s clothing line. Madewell’s successful social media presence has been a big factor in deciding on a national plan, because these audiences already exist (and will continue to exist).
seasonality New fall fashions/trends Holiday season Pre-summer season Competitive periods when main competitors are advertising heavily It will be important to have continuous presence, especially in the niche magazines that are released monthly.
Media Tactics: Television
TV The TV goal will be to attract new customers, create brand awareness, and remind current customers of the Madewell name. TV allows for a large audience reach. Unique, modern simple, fashionable and to-the-point commercials will be aimed directly at the target audience at times when they will be most receptive. Visually appealing and rapidly increase brand awareness and knowledge.
TV
EARLY NEWS & PRIMETIME: The Madewell working woman will not be watching much television during the day because of her busy schedule. It will be crucial to advertise on fashion and lifestyle-based networks that Madewell knows their audience is keyed in on. Bravo, The Style Network, E!, and TLC. Shows like Chelsea Lately, What Not To Wear, Made In Chelsea, E! News, Gossip Girl (reruns) and America’s Next Top Model.
TV Heavy Schedule: Q3 & Q4 (fall & holiday sales) (26 weeks) Daypart
Points per week
Cost
Early News
4
$30,800
Primetime
4
$101,200
Total Points Per Week: 8 Total Cost Per Week: $132,000
TV Light Schedule: Q2 (spring sales) (12 weeks) Daypart
Points per week
Cost
Early News
2
$15,400
Primetime
2
$50,600
Total Points Per Week: 4 Total Cost Per Week: $66,000
TV Budget Considerations Heavy Schedule: $3,432,000 Light Schedule: $792,000
Total Cost: $4,224,000
Media Tactics: MAGAZINEs
The Madewell woman leads a busy life, but she wants to be updated on the newest fashion trends.. Magazines are fashion-forward, trendy, stylish and are the frontrunners of the fashion world, especially in regards to busy, working women Easy to find, great for the on-the-go woman, and are available (often free) at most places these women will find themselves during their busy days. This will allow for even more impressions. Magazines provide the opportunity to create print ads that will solidify Madewell’s brand identity.
Nylon takes an innovative, humorous approach to beauty, music, and entertainment coverage, drawing inspiration from popular culture, emerging talent, and iconic women. Nylon assumes a level of sophistication, treating its readers as intelligent, informed women uninterested in typical fashion and beauty trends or relationship articles.
Total Circulation: 216,466 Page Rate: $21,638 10 insertions, 1 per month +1ti 2nd cover ($27,048) Dec-January (Dec/Jan & Jun/July combo issues)
InStyle celebrates the private side of public faces, revealing the personal style choices of the world's most fascinating people. An insider's guide to the latest trends in beauty, fashion, home, entertaining and charities, it is a one-stop source for inspiration and ideas
Total Circulation: 1,767,248 Page Rate: $170,200 5 insertions, 1 per month (April-August)
Marie Claire is for the woman who is socially connected and heavily networked both personally and professionally. She wants her peer group to take her seriously. And, it's the reason she wants to see, do, and have everything first. Total Circulation: 988,418 Page Rate: $135,100 3 insertions, 1 per month (Oct-Dec)
Elle is the world's largest fashion magazine edited for the woman with a style - and a mind - of her own. Readers come to Elle for fashion and stay for its thoughtprovoking mix of culture, controversy, and cool. Features include lifestyle, culture, entertainment, politics, music, theater, and the arts.
Total Circulation: 1,121,529 Page Rate: $148,270 12 insertions, 1 per month (Dec-January)
People StyleWatch combines coverage of the hottest celebrity style with a distinctive real-life approach to create a monthly fashion and beauty guide for stylish women everywhere. Total Circulation: 853,708 Page Rate: $81,000 3 insertions, 1 per month (April-June)
Total Impressions: 4.947,369 Total Insertions: 24 Total Cost: $3,499,506 Magazine
Circulation
Cost Per Insertion
# of Insertions
TOTAL
Nylon
216,466
$18,393
10
$210,978
2nd
+1ti cover ($27,048)
InStyle
1,767,248
$170,200
5
$851,000
Marie Claire
988,418
$135,100
3
$405,300
Elle
1,121,529
$148,270
12
$1,779240
People StyleWatch
853,708
$81,000
3
$243,000
Media Tactics: OUT-OF-HOME Focus: New York, Chicago, LA Home of the most recent Madewell flagship stores and the target audience. Madewell will have transit ads created to be viewed at bus stops and as wallscapes. These are perfect target mediums for the working and commuting Madewell woman. Ads will attract current and new consumers to the brand.
OUT-OF-HOME Chicago: (Q2, Q3, Q4) summer/spring, into fall & holiday seasons New York: (Q2 & Q4) summer/spring & holiday seasons Los Angeles: (Q3) continuation of summer, into fall (wallscapes)
OUT-OF-HOME Cost Per Quarter: Q2: Chicago & NYC $210,000 (bus) $180,000 (Chicago wallscape) Q3: Chicago & Los Angeles $360,000 (wallscape) Q4: Chicago & NYC $210,000 (bus) $180,000 (NY wallscape)
Total Cost: $1,140,000
Media Tactics: INTERACTIVE Banner Ads: To be seen on the top 5 websites used by the Madewell audience. Yahoo! iTunes Shopbop Facebook Spotify
Facebook: The Madewell audience can connect on social media’s biggest platform. Goal: to create more brand awareness, generate more page “likes.”
Media Tactics: INTERACTIVE Madewell Site: The goal will be to bring the target audience to the Madewell website. Offering links to the blog, easy shopping tools, wish lists, look books and celebrity endorsements.
Mobile App/Ads: Madewell mobile look book app App for the Madewell curated blog Madewell ads on mobile Spotify and Facebook
INTERACTIVE Form
Impressions
Cost
Google Banner Ads
13 million
$130,000
30 million
$300,000
Madewell Site
30 million
$300,000
Mobile App/Ads 7 million
$70,000
Total Costs For Interactive Advertising:
$800,000
Media Considered But not used Radio: Not a form of media that the target audience is keyed in on women are commuting via public transportation Must focus in on print, out-of-home, TV, and interactive in order to reach the largest amount of the target audience. Newspaper: Not a form of media that the target audience is reading. More likely to be influenced by radio, television, out-of-home, magazine and interactive advertisements.
Flow Chart
Q1
Q2
Q3
Q4
Jan-Mar
Apr-Jun
Jul-Sep
Oct-Dec
Year Total
$792,000
$1,716,000
$1,716,000
$4,224,000
Television
Magazine
$497,554
$1,034,211
$1,064,887
902854
$3,499,506
Interactive
All $200,000
All $200,000
All $200,000
All $200,000
$800,000
$390,000
$360,000
$390,000
$1,140,000
$2,416,211
$3,340,887
$3208,965
$9,663,506
Out-ofhome
Total
$697,554
*Totals are askew because of rounding es@mates.
Budget Recap FORM COST Budget Breakdown
Television
$4,224,000
Magazine
43,499,506
Interactive
$800,000
Television
Out-of-home
$1,140,000
Magazine
Total Cost of Media Plan
$9,663,506
Interac@ve Out-‐of-‐home
TOTAL COST FOR MADEWELL MEDIA PLAN:
$9,663,506
WORKS CITED MRI Plus Reports: www.mriplus.com SRDS Media Publications: www.srds.com Madewell Official Website: www.madewell.com Gap Official Website: www.gap.com Hoovers company/industry information J. Crew Fiscal Results: www.prnewswire.com/news-releases/jcrew-group-inc-announces-second-quarterfiscal-2012-results-167884125.html J. Crew customer base ariicle: www.nytimes.com/2012/08/08/business/media/j-crew-wants-to-reconnect-with-itsbase.html?_r=0 Gap vs. Ann Taylor: http://voices.yahoo.com/marketing-difference-gap-vs-ann-taylor-2696686.html