Antropologie Ad Campaign

ANTHROPOLOGIE RUN AWAY WITH US An analysis of Anthropologie and its marketing, public relations, and advertising efforts.

Hudson Moore

INTEGRATED MARKETING CAMPAIGN fall 2016

TABLE OF CONTENTS

CHAPTER 1: EXECUTIVE SUMMARY………………………….………………………………………………………………..3 CHAPTER 2: SITUATION ANALYSIS……………………………………………………………………………………………..5 CHAPTER 3: RESEARCH………………………………………………………………………………………………..…………..15 CHAPTER 4: PROBLEMS AND OPPPORTUNITIES……………………………………………………….………………19 CHAPTER 5: MARKETING OBJECTIVES AND STRATEGIES…..………………………………………………………21 CHAPTER 6: CREATIVE BRIEF……………………………………………………………………………………………………23 CHAPTER 7: THE BIG IDEA…………………………………………………………………………………….………………….31 CHAPTER 8: ADVERTISING MEDIA…………………………………………………………………………..……………….34 CHAPTER 9: PUBLIC RELATIONS RECCOMMENDATIONS……………………………………………..……………49 CHAPTER 10: SOCIAL MEDIA RECCOMMENDATIONS………………………………………………………….……59 CHAPTER 11: MEDIA FLOWCHART…………………………………………………………………………………………..62 CHAPTER 12: BUDGET……………………………………………………………………………………………………………..64 CHAPTER 13: CAMPAIGN EVALUTATION PLAN……………………………………………………………….……….70

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CHAPTER 1

EXECUTIVE SUMMARY

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Executive Summary Anthropologie services the Oklahoma City metro area by providing the customer with an

engaging experience and thoughtful product. Their unique designs and merchandising have made Anthropologie stand out among the competitors. Anthropologie’s goal is to “bring the world” to their customer by selling globally-sourced product, creating dreamy inspiration and catalogs, and creating an in-store experience that acts as a retreat for the customer.

The current Anthropologie customer is a Caucasian female, 40-45 years old. In this

campaign, I hope to maintain the current customers, while catering to those shoppers who may be a bit younger. The big idea for this campaign is “Run Away With Us.” The target wants to get away---to be taken out of reality for a bit. To dream about life in its best form and then chase that fantasy. This fantasy will be displayed in advertisements and content to tell a story of escape, travel, and desire. The total campaign budget is $189,487.50.

Currently, Anthropologie is doing a good job at creating product specific for their target.

Shoppers love the items in the store and often frequent several times per month. However, right now, Anthropologie’s store in Oklahoma City is not advertising at all. With this in mind, I have created an advertising strategy (local magazine advertising), marketing strategies (reducing prices and increasing sales force), public relations strategies (events to promote customer relations and Anthropologie’s love of the arts), and an improved social media plan to better reach the target market.

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CHAPTER 2

SITUATION ANALYSIS

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Situation Analysis

Current Users •

Demographic Profile The Anthropologie customer can be broken down into two women: the Townhouse woman and the Bungalow woman. The two are very similar in their demographics, but different in lifestyle and taste preferences.

OCCUPATION: Women shopping in Anthropologie are split between upper-class

working women and stay-at-home moms.

MARITAL STATUS: The majority of the women shopping at Anthropologie are in a

traditional marriage.

ETHNIC BACKGROUND: Though there is no discrimination of race or color at

Anthropologie, the majority of women that shop here are Caucasian.

EDUCATION: Most of the customers have at least an undergraduate degree from

a college or university.

AGE: The target and average customer at Anthropologie is about 40-45 years old.

INCOME: Women who shop in Anthropologie typically have a hh income of more

than $100,000 per year.

CHILDREN: Most of the customers have at least one child and are very family-

focused.

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•

Lifestyle Profile

Most women shopping in Anthropologie have a fast-paced lifestyle. The Anthropologie woman wants to feel comfortable and presentable everywhere she goes.

She also works hard to keep a consistent image through the facets of fashion, home and beauty. This even extends to her children and pets. She wants the world to see her personal style and appreciate her level of taste. She isn’t afraid to wear cutting-edge designs, but she prefers to look timeless in solid colors and global motifs.

The Anthropologie woman’s day is variable. If she goes to work, she chooses a local restaurant for lunch, and then entertains family and friends at night. On the weekends, she loves to spend time in her home with her family. She finds a lot of purpose in the people around her, and she is constantly seeking new friends and connections.

The Anthropologie woman takes health and fitness very seriously. She regularly exercises, at least 5 days a week. Her favorite forms of exercise are running, barre, and hot yoga.

The Anthropologie woman dreams of travelling, although work and family get in the way most times. That doesn’t mean that she doesn’t want to be perceived as welltravelled, though. She chooses pieces for her home and wardrobe that look collected over time through travel.

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•

Current User Profile GEOGRAPHICS: Karlie Simon lives in two-bedroom home in the Putnam Heights

neighborhood of Oklahoma City, Oklahoma.

DEMOGRAPHICS: Karlie is a 33-year-old Caucasian female. She grew up in a wealthy

family in Dallas, Texas, and has always been somewhat privileged. Karlie attend UCLABerkley where she studied Graphic Design. She is married to Jeff Simon; they have been married for 7 years. Together, they have two children, Alec and Laurel. Karlie freelances her work as a graphic designer, working from home most days. Her annual income flexes, but she regularly makes about $75,000 per year. This job allows her to stay at home with her two young children.

PSYCHOGRAPHICS: Karlie’s lifestyle revolves around the needs of her family and friends,

because her job is so flexible. She begins her day by taking her kids to yoga, where they all participate in meditation and exercise. They then pop in their favorite coffee shop, Clarity Coffee. 4-year-old Alec, loves the Americano. From there, both kids have their own play dates to go to. Karlie works hard to impress the other moms that bring their children to the play dates. When her husband gets home, they normally will order organic takeout for the whole family. Their weekends are laid-back. Karlie enjoys hosting friends and family on occasion. She doesn’t have time for petty hobbies, but she loves to peruse social media and gather inspiration on Pinterest. She is constantly inspired to travel with her whole family, but she thinks it’d be best to wait until Alec and Laurel are older.

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MEDIA PATTERNS: Karlie and her family choose not to own a television, so she keeps up

with news on social media. While scrolling through Pinterest, she will notice sponsored posts, but she won’t normally click on them. She reads two magazines monthly, Rue and Architectural Digest. When she’s on social media, she loves to watch the food-making videos and will always click through when her friends share interesting articles.

BUYING AND USE PATTERNS: Karlie has an emotion attachment to Anthropologie. Every

dress she owns is from Anthropologie. When she walking into the store, every two or three weeks, she expects to be transported. She desires products that make her look good, and styles that are trend-focused and highlight her style. Many times, she will stop in the store to just look at the displays. On these random trips, she will likely buy a small home item, a serving spoon or a Capri Blue Volcano candle. She uses Anthropologie products throughout her home and wardrobe sporadically, but she expects compliments and comments when friends are around.

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Geographic Emphasis

The Oklahoma City branch of Anthropologie focuses its marketing efforts in the Greater Oklahoma City area (OKC, Edmond, Moore, Norman). But the concentrated market is: Everything north of I-44 between Highway 74 and Highway 77. This area extends to John Kilpatrick Turnpike.

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•

Seasonality

For Anthropologie, sales peak during the holiday season (November/December). Many of the sales are gift-focused, items that are less than $100 and easy to take from the store. •

Service Evaluation HISTORY: In 1992, Anthropologie was founded by CEO, Dick Hayne, in Wayne,

Pennsylvania. Dick had previously developed the brand, Urban Outfitters, and felt the need to expand to a different target market. The first Anthropologie store opened in a rented gas station. This gas station, still being rented from the same elderly woman, is in use as an Anthropologie today. Since then, Anthropologie has opened more than 200 stores in the United States, Canada, and the United Kingdom. Anthropologie is constantly adapting to meet the needs of their customer, giving her everything she wants and more. •

Sales SALES HISTORY: In the past, Anthropologie has been growing its store sales, and this has

been very effective for them. Their stores are beautiful, and they are extremely focused on making the in-store experience unique and inspired. However, Anthropologie is seeing a shift in sales from in-store to direct (online). This has its advantages and disadvantages.

A disadvantage is that Anthropologie decided to close 9 stores in 2015. However, the development of online sales has given Anthropologie the opportunity to service a larger market. This has also allowed Anthropologie to feature drop-ship items, products that are

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never in stock and shipped from vendor to customer. This reduces cost and increases the profit margin.

PRICING: Anthropologie’s pricing is structured to appeal to the middle class. It isn’t a fast-

fashion store or a high-end boutique, but Anthropologie services the customers seeking prices between these two.

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Distribution CURRENT DISTRIBUTION: Little to none. Anthropologie doesn’t use typical advertising

outlets to promote their product. Instead, Anthropologie is putting their efforts toward online and direct communication with consumers. So, social media involvement is very important for Anthropologie. Alongside it’s national accounts, several stores run their own social media accounts in order to connect with local customers online.

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Current Product Brand Character AMENTITIES OF ANTHROPOLOGIE: Anthropologie supplies many amenities for its

customers, including product for: Casual Wear

Evening Wear

Shoes

Jewelry

Beauty

Entertaining

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Furniture

Stationary

Kitchen

Decorative Accessories

Lighting

and Magazines.

PERFORMANCE COMPARED WITH COMPETITORS: Because Anthropologie is a lifestyle

brand (it services many facets of the customer’s life), it’s hard to find comparable retailers. So, I’ve decided to divide the apparel and home departments in order to find competitors. Anthropologie’s main fashion competitor for the Oklahoma City market is Banana Republic. Both brands try to tell a story to an urban woman, and both are appealing to the 30 to 50-year-old market. Compared to Banana Republic, Anthropologie earns points for being more personable in stores and online. Anthropologie’s home competitor is Pottery Barn. While both focus on family-centered, global clients, Anthropologie also outperforms this competitor for its unique assortment and price point.

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Competitive Advertising

Anthropologie’s two biggest competitors, Banana Republic and Pottery Barn, are producing more advertising than Anthropologie. Actually, Anthropologie doesn’t seem to be producing any content, apart from their social media campaigns.

Banana Republic focuses their advertising in fashion and lifestyle magazines. Banana Republic’s advertising appeals to the classic customer who wishes to get away. Their editorial advertising is often set in a beautiful landscape or in black-and-white.

Pottery Barn’s advertising efforts are similar to Anthropologie’s for the fact that Pottery Barn also doesn’t run print campaigns. Pottery Barn, in their email marketing and online ads, tries to appeal to a global customer with exotic patterns and laid-back scenes.

Neither competitor has specific marketing campaigns to the greater Oklahoma City market. This creates an incredible gap in the market, giving room for Anthropologie to make great strides.

Banana Republic has an incredible online presence; the website is sleek and inspiring.

However, they have NO local social media presence. Pottery Barn is lacking in their website format and aesthetic. There are several products that are duplicate and their format is confusing. Pottery Barn is also not represented locally in social media.

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Without local advertisement or social media campaigns, Anthropologie’s competitors are really lacking. Both competitors are located in the Penn Square Mall, and neither store hosts events.

Banana Republic and Pottery Barn do not have running public relations efforts. Although both companies have in-house PR teams, I can’t seem to find any information online about recent campaigns.

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CHAPTER 3

RESEARCH

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Research

Research Plan 1

Objective

To determine public attitudes of Anthropologie among its target audience.

Methodology

Strategy Survey

I plan to study Anthropologie shoppers in the Oklahoma City region on December 20, 2016. I will collect a purposive sample of at least 50

Anthropologie shoppers using a simple screener question. I will have

Anthropologie employees pass out surveys to customers who are

checking out, asking them if they’re a frequent Anthropologie shopper. If the customer answers “yes” to the previous question, I will facilitate the employees to give the shopper a 5 question survey to determine public attitudes of Anthropologie. The survey’s 5 questions would be open-

ended and consist of the following: • How often do you visit Anthropologie?

• Do you think Anthropologie is too expensive?

• Do you follow Anthropologie accounts on social media?

• What is your favorite item in the store right now?

• If you could use one word to describe Anthropologie, what word would you use?

At the end of the survey, I will have a place to fill in demographical information such as age, gender and zip code to help further research. Upon completion, the shopper will receive a card for 25% off his or her next purchase in the store.

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Research

Research Plan 2

Objective

To determine the awareness of Anthropologie’s brand, product, and store

locations among its target audience in the Oklahoma City market.

Strategy

Methodology

Communications Audit

I plan to study Anthropologie’s target audience in the Oklahoma City

region throughout December 2016. I will gather a complete list of people

in Anthropologie’s Anthro program, their loyalty program. I will narrow

these results to the Oklahoma City area. From this list, I will get a random

sample using a random number generator, and from this sample, I will

conduct multiple focus groups in the Oklahoma City store. I will ask

questions about Anthropologie’s products, the target’s attitudes toward

Anthropologie, their knowledge of Anthropologie’s brand, and their

opinions on Anthropologie’s external communications. This should shed

light on Anthropologie’s communications to their customers, and

hopefully, I will gain helpful insights to increase awareness and,

ultimately, sales. I will ask permission to videotape and use the video

internally. For those that participate in the focus groups, I will provide

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catered snacks and 40% off one full-priced item of their choice from

Anthropologie.

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CHAPTER 4

PROBLEMS AND OPPRTUNITIES

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Problems and Opportunities Problem Low brand awareness of Anthropologie among its target audience in the Oklahoma City region.

Opportunity Low brand awareness among the target audience allows Anthropologie to show their brand without any negative associations or bias. The advertising campaign should have no problem with the target challenging the brand’s image; therefore, the campaign can show Anthropologie in a new, fresh way.

Problem

Low awareness of Anthropologie’s artist collaborations.

Opportunity This allows Anthropologie to highlight their collaborations without regard to what has been done previously. Anthropologie has a fresh start, in the Oklahoma City market, to engage customers in their love and support for the arts.

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CHAPTER 5

MARKETING OBJECTIVES AND STRATEGIES

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Marketing Objectives

To increase sales from 4 million dollars to 5 million dollars during fiscal year 2017.

To decrease shrink (stolen goods) from $15,000 to $11,000 during fiscal year 2017.

Marketing Strategies

To reduce price by 10% during the fiscal year 2017 will hopefully increase sales. Many

customers in Anthropologie aren’t willing to purchase higher-priced items. With the

decrease in price, more product should be sold, resulting in more sales.

To increase the sales force by 20% during 2017 will result in less shrink. The problem now is

that Anthropologie’s sales forces are stretched too thin in their shifts to watch for theft.

With more informed and educated employees, Anthropologie should not have as much

trouble with stolen goods.

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CHAPTER 6

CREATIVE BRIEF

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Creative Brief

ISSUES What are the key issues facing the brand?

The price of Anthropologie product seems expensive to some customers.

Some of the products that Anthropologie carries are too plain and generic to justify their price.

Sales in stores are lower than usual. Although most of these sales have moved to direct, or online, sales, Anthropologie is losing some women who love the experience of shopping in store.

OBJECTIVES What are the client’s marketing objectives?

1. To increase sales from 4 million dollars to 5 million dollars during fiscal year 2017.

2. To decrease shrink (stolen goods) from $15,000 to $11,000 during fiscal year 2017.

What are the advertising objectives?

1. To increase awareness of Anthropologie among the target audience in the Oklahoma City market by 30% during the 2017-18 campaign.

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2. To increase awareness of Anthropologie’s artist collaborations by 50% among the target audience in the Oklahoma City market during the 2017-18 campaign.

How will these advertising objectives by measured?

They will be measured by post-campaign surveys.

TARGET To whom will the advertising be addressed?

The advertising efforts should reach white women in their mid 30s to early 40s. She may be single, but most likely has a small family with a combined household income of more than one hundred thousand dollars. These women live in urban areas and are committed to all their relationships in life-- family, work and friends.

What would this target be like as a person? More important, what feelings, attitudes and beliefs does this target hold about our brand?

The target might find Anthropologie to be expensive, but she loves to see the world in one place with Anthropologie’s global assortment. She LOVES Anthropologie’s in-store experience and the visual displays that transport her. She appreciates the custom details of the brand.

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What is the Personal Media Network of a typical target audience member?

Laurel is a 37-year-old single Caucasian woman living in Oklahoma City, OK. She spends her days at home, where she freelances her work as an Architect. On the weekends, she flies out of Will Rogers International Airport early in the morning to visit her clients’ projects. But on a normal day, Laurel is woken up by her alarm at 6 a.m. She checks her phone, that is resting on her bedside, before starting her day. She spends up to 30 minutes looking through her social media, Snapchat, Twitter, Facebook, and Instagram.

She especially loves Instagram stories right now. After getting out of bed, she starts her morning routine with a shower. She sets her Bluetooth speaker to a Spotify station before jumping in the shower. Laurel knows that Spotify is just $10 per month, but she doesn’t mind the advertisements. After her shower and getting ready for the day, she heads to the kitchen to make some breakfast. She normally tunes into “Good Morning America” for some global news. When she gets tired of that, she heads out of the house to run some errands. Since Laurel lives in Crown Heights, she loves to do her shopping just north of her neighborhood on Western Ave. While out shopping, she loves picking up local magazines at her favorite coffee spot, All About Cha. She turns on the radio to 102.7FM on her drive. When she gets back home, she loves to listen to music through Spotify while she works. Oftentimes, by dinner time, Laurel is starving, so she makes herself a quick dinner before settling in to watch Netflix for the rest of the night. Before going to bed, she makes sure to check all of her social media again, beginning and

ending the day by making sure she’s connected and engaged with the world around her.

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ACTION What action do we want our target to take as a result of exposure to the advertising?

Visit an Anthropologie and purchase the product.

To understand the brand on a deeper level—its global style, personal connection, and public relations efforts.

To purchase product from Anthropologie’s artist collaborations.

What action will that action replace?

Visiting competitors for fashion or home needs, such as Banana Republic and Pottery Barn The confusion of Anthropologie’s target audience.

Not knowing about Anthropologie’s highly-regarded artist collaborations.

REWARD AND SUPPORT What competitive advantages or equities does the brand have that are or would be valued by the target?

With its well-trained staff, organized merchandising, and engaging art displays, Anthropologie shines among its competitors.

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The majority of Anthropologie’s product, both in fashion and in home, are designed inhouse and are one-of-a-kind.

Anthropologie has a “concept” team that travels the world to find inspiration and to keep their product current and fresh.

Anthropologie offers an incredible return policy. If you’re in their loyalty program, you can return anything for any reason, even if you don’t have a receipt.

As a result of the advertising, the target will conclude: If I go to Anthropologie instead of Pottery Barn or Banana Republic I will feel more inclined to come back. because the in-store experience is unbeatable.

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PERSONALITY What is our brand’s current personality?

Friendly, Honest, Fun-loving, Casual, Trustworthy, Caring, and Cheerful

What does it need to be?

Maintain current personality.

MEDIA When, where and under what circumstances will the target be most open to hearing about and desiring to obtain the specific reward and support?

The target will be most susceptible to Anthropologie’s advertising while checking her social media—primarily Instagram. During her workouts in the morning, she’s attentive to the ads on Pandora and Spotify.

Considering the target’s Personal Media Network, client objectives and budget, and competitive considerations, what combination of media vehicles do you recommend for this campaign?

Social Media (Instagram is the primary focus) Advertising in 405 Magazine, Territory OKC, and Edible OKC

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KEY INSIGHT What is the one key insight upon which to focus the campaign?

Creative materials should focus on the global and creatives aspects of Anthropologie.

The customer should be transported to a dream world in the advertisement, similar to the in-store experience.

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CHAPTER 7

THE BIG IDEA

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The Big Idea “Run Away With Us�

Support Through this big idea, I will use images of women, set in vast, expansive natural settings, to promote Anthropologie’s desired lifestyle, feeling, artist collaborations, and overall aesthetic.

Magazine advertisements in Oklahoma City- specific magazines will be used to tell stories of women, and the life that an Anthropologie gives you. This campaign will hopefully draw people into their local store to discover Anthropologie for themselves and receive the unmatched instore experience.

I chose this as my big idea, because Anthropologie has a way of transporting people in store.

Not only this, but their existing, national marketing is focused on global engagement and travel.

I think that the big idea fits both the company and the target market well. The target wants to get away---to be taken out of reality for a bit. To dream about life in its best form and then chase that fantasy. Anthropologie loves to encourage those dreamers to chase their hearts and live life to its fullest, and the mindfulness of their products and inspiration reflects that.

This campaign will increase brand recognition by building onto what has been done nationally.

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The campaign also needs to increase awareness of Anthropologie’s artist collaborations. For the most part, Anthropologie sources artists from all around the world to make the target’s dreams a reality. In these advertisements, I will highlight globally-sourced products from artists that the woman is wearing. Although this will be subtle in the overall campaign, I think it will create interest for the customer, resulting in questions and then awareness of Anthropologie’s artist collaborations.

Tone Dreamy, Positive, Ethereal, and Nostalgic

Tactics Magazine Advertisements

Full-page Advertisements

Full-color Advertisements

8.5” x 11” Uses Big Idea by using pictures of beautiful landscapes and women wearing globallysourced product, along with the slogan “Run Away With Us”

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CHAPTER 8

ADVERTISING MEDIA

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Advertising Media

Objectives Anthropologie’s media campaign will reach 70% of women within the Oklahoma City market during the one-year span (January-December 2017) with a continual media plan in 3 local publications. The emphasis of local magazines targets the desired market, and reaches those who may be interested in a boutique, personalized shopping experience.

Strategies Local magazines

Tactics A media mix of various local magazine publications will be used.

405 Magazine A full-page, full-color advertisement will be placed monthly during 2017 in the magazine (January, February, March, April, May, June, July, August, September, October, November, December). The advertisement will be placed within the “style� section of the magazine, preferably across from the start of the editorial content.

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Territory OKC

A full-page, full-color advertisement will be placed in this quarterly magazine during 2017 (January, April, August, November). The advertisement will be placed within the lifestyle section of the magazine, preferably across from the start of an article about Oklahoma City’s thriving arts culture.

Edible OKC A full-page, full-color advertisement will be placed in every edition of the magazine during 2017 (January, March, May, July, September, November). The advertisement will be placed on the back of the front cover, so it will be seen by most everyone that picks up the magazine.

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CHAPTER 9

PUBLIC RELATIONS RECCOMENDATIONS

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Public Relations Recommendations

Objectives

Informational Message Dissemination: To increase awareness of the new Anthropologie artist collaborations by 50% among the target audience throughout the campaign (January –December 2017).

Attitudinal Maintain: To maintain current positive attitudes of Anthropologie among 70% of its internal publics in the Oklahoma City market throughout the 2017 campaign.

Create: To create favorable public attitudes during the Anthropologie open house featuring local makers and artists by 90% during the March 25, 2017 event.

Behavioral Change: To increase traffic in the Oklahoma City store by 20% during the 2017 campaign.

Key Publics

Internal Publics Employees: Please help us promote the Anthropologie’s artist collaborations and the open house event.

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Managers: Please help us by informing and gathering employees for the event.

Also, we would appreciate if you could share product knowledge on Anthropologie’s artist collaborations with employees.

Current customers: Thank you for your commitment to Anthropologie. We would love if you would help us promote the Anthropologie’s open house event by sharing with friends and family.

External Publics Whole Foods employees: Please ensure that you are parking in your designated spots so that we have plenty of parking for our customers during the Anthropologie open house event.

West Elm employees: Please make sure to not put trash in the Anthropologie trash can, because of the influx of trash during the Anthropologie open house.

Potential customers: Please participate in Anthropologie’s open house event and purchase Anthropologie’s globally-sourced artist collaborations.

Strategies

Celebration Event

Speakers Bureau

Marketing-Related Activities

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Tactics

Celebration Event

“Birthdays with Anthropologie” Created to establish and display Anthropologie’s commitment to their customers on a personal level. A mailer will be sent out to invite customers whose birthdays fall in the month for a night of celebration. The invitations will only be sent to those who are in Anthropologie’s current system—those that have shopped either in stores or online before.

Date: The last Saturday of every month

Time: 7 p.m. to 9 p.m.

Location: Anthropologie, Oklahoma City, OK

Arrange the store for tables, tablecloths, and signage to be set up.

Purchase snacks from Trader Joe’s:

Free dessert and beverages.

Menu: Cupcakes (both regular and gluten free), a white chocolate raspberry Bundt cake, assorted cookies Drinks: Champagne, Perrier, Iced Tea, Lemonade, and Water

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During this time, the customers, whose birthday was in the month, will receive an extra 15% off their purchase. Friends and family that attend with the birthday girl or guy will also receive the discount. Sample invitation attached.

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Speakers Bureau “Meeting with Molly Hatch” Creating an opportunity for Anthropologie customers to meet with Molly Hatch, one of Anthropologie’s lead artists.

Gives Anthropologie an opportunity to express their commitment to the art community.

Invitation will be open and will be posted on all social media platforms.

Date: February 4, 2017 Time: 5pm to 7pm Location: Anthropologie, Oklahoma City, OK

Arrange for a display of Molly Hatch items and a table for snacks.

Purchase cupcakes, sparkling water, and still water from Whole Foods.

Event Schedule

4:30pm: Set up table and display for Molly Hatch

5:00pm: manager introduces Molly Hatch 5:00pm: Molly speaks about her past, present, and future work with Anthropologie 5:30pm: Open time for questions with Molly

5:45pm: time to photos of guests with Molly 54

6:00pm: customers free to mingle, shop, eat, and get acquainted with the

artist.

7:00pm: Event ends; the store closes; employees finish cleaning up the event

Social Media invitation posted below with copy

“JOIN US for a night with ceramist and artist, Molly Hatch Anthropologie OKC. 5pm to 7 pm.

6100 NW Grand Blvd, Oklahoma City, Ok 73118. #AnthropologieOKC�

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Marketing-Related Activities “Anthropologie Open House” Created to promote Anthropologie’s artist collaborations, while giving them access to the artists and Anthropologie’s inventory after hours. There will be an invitation posted on all of Anthropologie OKC’s social media pages.

Date: March 25, 2017

Time: 7 p.m. to 9 p.m.

Location: Anthropologie, Oklahoma City, OK

Arrange the store for tables, tablecloths, and signage to be set up.

Order Catering from Cheever’s

Free finger food and dessert, along with beverages.

Menu: chicken and waffle bites, bacon-wrapped asparagus; veggie canapes, blondie bars, double chocolate chip cookies Drinks: Moscow mule, make your own Sangria bar, Perrier, Iced Tea, Mint Lemonade, and Water

Create Event Schedule

6pm: set up for catering and artists’ booths

7pm: extend regular hours; allow customers to continue shopping

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7:30pm: Manager welcomes customers and introduces artists

9pm: The event closes; wrap up sales; tear down event

Sample invitation attached.

“JOIN US for a night with local makers and artists at Anthropologie’s open house. Come experience the world brought to you at one event. 7 to 9pm. #AnthropologieOKC #runawaywithus”

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CHAPTER 10

SOCIAL MEDIA RECCOMENDATIONS

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Social Media Recommendations

Objectives To better promote Anthropologie’s new products through their Instagram (@anthro_oklahomacity) among the target audience during the 2017 campaign.

Strategies

Improving current Instagram

Tactics Instagram campaign (12-month to run with advertising campaign (Jan-Dec 2017)) featuring:

Middle-age women models wearing Anthropologie clothing and accessories.

The setting: different “global” landscapes, a mix of urban and rural looks.

Runs once a week (with current and time-sensitive content being produced).

Runs with the hashtags #Anthropologie #Anthro #runawaywithus Copy should always have some type of call to action, either to the store or website.

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1. Wanting to get away this weekend? Come find all you need at Anthropologie! #Anthropologie #Anthro #runawaywithus 2. Winter is upon us! We’re here to help you find warmth and happiness with our winter assortment. #Anthropologie #Anthro #runawaywithus 3. Needing something new today? We’re loving this look, whether you’re in a field of wildflowers or behind the coffee bar. #Anthropologie #Anthro #runawaywithus 4. Come and see the latest additions to Anthropologie’s fall collection. It will make you want to road trip to Montana to take a picture like this one! #Anthropologie #Anthro #runawaywithus

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CHAPTER 11

MEDIA FLOWCHART

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Media Flowchart

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CHAPTER 12

BUDGET

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Budget

Traditional Media

Three magazine placements. Running though the year. Total: $68,400

Total cost of Traditional Media: $68,400.00

Creative Production

Team needed to produce advertisements. Total: $86,000

Photographer: $36,000

Models: $12,000

Stylist: $12,000

Airfare: $20,000

Food and Lodging stipend: $6000

Total cost of advertisements: $8250

Writing and Graphic Design of Advertisement 1: $1,500

Writing and Graphic Design of Advertisement 2: $750

($3000 per shoot)

($1000 per model, per day, per shoot)

($1000 per shoot)

($150/hour for 10 hours)

($150/hour for 5 hours)

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Writing and Graphic Design of Advertisement 3: $750

Writing and Graphic Design of Advertisement 4: $750

Writing and Graphic Design of Advertisement 5: $750

Writing and Graphic Design of Advertisement 6: $750

Writing and Graphic Design of Advertisement 7: $750

Writing and Graphic Design of Advertisement 8: $750

Writing and Graphic Design of Advertisement 9: $750

Writing and Graphic Design of Advertisement 10: $750

Writing and Graphic Design of Advertisement 11: $750

Writing and Graphic Design of Advertisement 12: $750

($150/hour for 5 hours)

($150/hour for 5 hours)

($150/hour for 5 hours)

($150/hour for 5 hours)

($150/hour for 5 hours)

($150/hour for 5 hours)

($150/hour for 5 hours)

($150/hour for 5 hours)

($150/hour for 5 hours)

($150/hour for 5 hours)

Total cost of Creative Production: $94,250.00

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Public Relations Events

Birthdays with Anthropologie

Event held 12 times per year. Total: $8400

Desserts and Drinks: $500

Decorations: $200

Meeting with Molly Hatch

Event held once. Total: $850

Flight for Molly Hatch: $500

Transportation: $100

Food and lodging stipend: $250

Anthropologie Open House

Event held once. Total: $2750

Catering (food and drinks): $2000

Decorations and table rentals: $500

Extra Employee time (5 employees): $250

Total cost of Public Relations Events: $12,000.00

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Pre-Campaign Research

Survey

Given once by Anthropologie employees. Total: $202.50

Copy writing: $200

Printing: $2.50 (50 at $0.05 each)

Communications Audit

Administered once at Anthropologie store. Total: $670

Copy Writing Fee of Moderator’s guide/consent forms: $200

Printing: $10

Incentive: In-store voucher (free)

Catered Food: $400

Moderator: $60 ($30 per hour for 2 hours)

Total cost for Pre-Campaign Research: $872.50

Post-Campaign Evaluation

Survey

Given once by Anthropologie employees. Total: $202.50

Copy writing: $200

Printing: $2.50 (50 at $0.05 each)

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Survey

Given once at Anthropologie Open house. Total: $202.50

Copy writing: $200

Printing: $2.50 (50 at $0.05 each)

Compare Store Visits Anthropologie employees comparing this year’s traffic to last year’s traffic.

Total: $60 Access to database: free

Employee’s time: $60

(3 hours at $20 per hour)

Total cost for Post-Campaign Research: $465.00

Social Media

Improving current Instagram. Total: $13,500

Media planner: $4,500

Photographer/graphic designer: $9,000

(100 hours at $45 per hour)

(60 hours at $150 per hour)

Total cost of Social Media: $13,500

TOTAL COST OF 2017 ANTHROPOLOGIE CAMPAIGN: $189,487.50

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CHAPTER 13

CAMPAIGN EVALUATION PLAN

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Campaign Evaluation Plan

Evaluation Objective 1: To determine if a 30% increase in awareness of Anthropologie among the target audience in the Oklahoma City market was reached at the conclusion of the 2017-18 campaign.

Evaluation Strategy 1: Survey Evaluation Methodology 1: A purposive sample of 100 Oklahoma City Anthropologie shoppers will be gathered during January 2018. There will be a table set up by the door at the store where the surveyors, Anthropologie employees, will work and ask their question (Have you shopped with Anthropologie before?) as customers are walking by. If yes, they will take a survey consisting of multiple-choice questions, Likert-scale questions, and a comments section.

This survey will answer if Anthropologie’s 2017 campaign gathered new shoppers, if more people know of Anthropologie’s artist collaborations, and if positive attitudes were maintained.

Participants will receive 25% off their next purchase at Anthropologie. The answers to these surveys will them be gathered as data to evaluate the campaign.

Evaluation Objective 2: To determine if a 50% increase in awareness of Anthropologie’s artist collaborations among the target audience in the Oklahoma City market was reached at the conclusion of the 2017-18 campaign.

Evaluation Strategy 2: Survey Evaluation Methodology 2: A purposive sample of 100 Oklahoma City Anthropologie shoppers will be gathered during January 2018. There will be a table set up by the door at the store

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where the surveyors will work and ask their question (Have you shopped with Anthropologie before?) as customers are walking by. If yes, they will take a survey consisting of multiplechoice questions, Likert-scale questions, and a comments section. This survey will answer if Anthropologie’s 2017 campaign gathered new shoppers, if more people know of

Anthropologie’s artist collaborations, and if positive attitudes were maintained. Participants will receive 25% off their next purchase at Anthropologie. The answers to these surveys will them be gathered as data to evaluate the campaign.

Evaluation Objective 3: To determine if 70% of current positive attitudes about Anthropologie were maintained among its internal publics in the Oklahoma City market at the conclusion of the 2017 campaign.

Evaluation Strategy 3: Survey Evaluation Methodology 3: A purposive sample of 100 Oklahoma City Anthropologie shoppers will be gathered during January 2018. There will be a table set up by the door at the store where the surveyors will work and ask their question (Have you shopped with Anthropologie before?) as customers are walking by. If yes, they will take a survey consisting of multiplechoice questions, Likert-scale questions, and a comments section. This survey will answer if Anthropologie’s 2017 campaign gathered new shoppers, if more people know of Anthropologie’s artist collaborations, and if positive attitudes were maintained. Participants will

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receive 25% off their next purchase at Anthropologie. The answers to these surveys will them

be gathered as data to evaluate the campaign.

Evaluation Objective 4: To determine if favorable public attitudes were increased by 90% among new shoppers during the Anthropologie open house event.

Evaluation Strategy 4: Survey Evaluation Methodology 4: On the receipt of every shopper during the Anthropologie open house, I would staple a paper survey for them to fill out. If they fill it out that night, the can redeem a 25% discount card for a future purchase. Questions will be in Likert-scale format and will be based on the assortment that they saw that day and the event itself. Also, there will be a blank comments section at the bottom for the customer to leave suggestions, criticism, or praise.

Evaluation Objective 5: To determine if traffic was increased by 20% at the Oklahoma City Anthropologie store during the 2017 campaign.

Evaluation Strategy 5: Compare store visits versus last year Evaluation Methodology 5: Obtain access to last year’s (2016) total visits by customers and compare that to this year’s (2017) data. If an increase occurred, we could send out an incentive to members of the Anthro program (anyone that’s shopped previously with Anthropologie) so that traffic might increase more.

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