KS Multi-Media Marketing Plan

Kendra Scott Fragrances A BRAND EXTENSION

FASM 311 New Media Methods Professor Oscar Betancur Jenna Hepp https://indd.adobe.com/view/c59ab6c7-f09a-47f9-b032-4c5122e4e0b7

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CONTENTS 03 13 25 29

RESEARCH MARKETING LOCATION RENDERS

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RESEARCH

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VISION STATEMENT Kendra Scott provides the modern woman with refined jewelry, homeware, nail lacquer, and most recently, candles. The next step is to continue in the direction of scent with the creation of a Kendra Scott fragrance line.

A fragrance that embodies the sophistication of the Kendra Scott woman will establish the ultimate connection to the brand. The wearer never physically takes off this product; it is effervescent.

With a complete marketing and distribution plan, the Kendra Scott fragrance will smoothly integrate into their merchandising. Included in the launch of the fragrance, Kendra Scott will be hosting a Pre-Launch Event to create buzz.

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INSPIRATION

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BRAND ANALYSIS At Kendra Scott (KS), a unique array of accessories is offered including jewelry and home collections, as

well as nail lacquer. KS has been

developing their lines, beginning with pure jewelry then expanding to home decor and most recently, candles. The company’s foundational building

blocks have been the three pillars of Fashion, Family, & Philanthropy.

“Versatile” “Intricately designed” “Sophisticated“

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“Fresh”

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BRAND POSITIONING

Kendra Scott (KS) has many advantages over their

Key Competitors: Baublebar

Charming Charlie Kate Spade

Alex and Ani Fancescas Pandora

competitors. The company offers customization of their products with their Color Bar available in-stores and

online. Each location is inviting and friendly and has unique offerings for customers such as champagne

while shopping, cookies, cupcakes, or some other fun food. This encourages shoppers to spend more time in-store. KS also offers smart promotions to bring

custoemers in. As a company, Kendra Scott focuses

on philantrhopy, holding multiple events such as the Kendra Cares Program, Kendra Gives Back Event, and the October Giveback Event.

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HIGH QUALITY

LOW PRICE

HIGH PRICE

PERCEPTUAL MAP BACK PAGE

LOW QUALITY

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TARGET MARKET

+Superior quality for a decent pricein the upper range of affordable and therefore a broad range of customers including all generations & all income levels +Includes women of all ages +Philanthropist +Men shopping for significant other +Friends or family looking to buy a meanignful gift +Admirers of intricately designed products

“The KS target audience is a personality, not an age, fashion-forward, and full-of-life!� -Kendra BACK PAGE

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Elena Meet Elena.

She is 21 and three years into her journalism degree at University

of Missouri. Freshman year, Elena

joined the Sigma Chai Sorority and realized that she has a passion for

philanthropy. Always fashion forward

for her sorority events, she likes to try out fun accessories and bright colors in her wardrobe.

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Harrison Meet Harrison.

At age 34, he is no stranger to shopping

for his wife. Rather than wasting his time

wandering from store to store looking for a gift, he has whittled his options down to a

few amazing stores, inluding Kendra Scott.

Harrison knows he can count on the helpful

staff and tasteful selections to find something his wife of 6 years will love. Living in Boulder,

Colorado has given him a taste for adventure, ranging from hiking in the summers to snowmobiling in the winters.

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Beth Meet Beth.

Beth is a traveled woman and after following

her husband of 34 years around the world for

his corporate job, they have finally settled down in Athens, Georgia. She is sixty-something but

will never give her exact age to those who ask.

Rather than let her fashion deteriorate with

age, Beth has chosen to maintain her style. Her wardrobe consists of taasteful, versatile pieces that are both affordable and beautiful. She is

a published novelist and currently working on her second book.

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MARKETING

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March 10-19 +South by Southwest: Sponsored Soiree of Emerging Talent

April 3 +Summer Soiree Pre-Launch Event: Los Angeles CA & Austin TX April 14-16 +Coachella: Sponsored Soiree of Emerging Talent

April 17 +Begin Distribution In-Store: Kendra Scott locations only May 1 +Now Available Online +Begin Advertising for Mother’s Day Event

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May 14 +Mother’s Day In-Store Event

TIMELINE

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DISTRIBUTION +Begin distribution in-stores on April 17th +Sold in Kendra Scott stores only +Available for purchase at Pre Launch Events/Emerging Talent Nights +Available online 2 weeks prior to Mother’s Day

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Pre Launch

Sponsored Soiree of Emerging Talent +Kendra Scott Airstream +Purchase Summer Soiree before available in stores at launch events +Instagram/Facebook short film +Pre-Launch Events live on Instagram/Facebook

Post Launch/Sustain Sales

MARKETING STRATEGY

+Post images from pre-launch events +Launch event in stores with special display for fragrance: a Soiree in stores +Scent Bar in stores +Champagne in stores while shopping +Free sample of Summer Soiree with every online purchase +After 4pm in any Kendra Scott store, 20% of purchased price goes to charity +Advertise in combination with jewelry and home goods

& MESSAGE BACK PAGE

Summer Soiree provides customers with the ultimate connection to the brand; they are able to wear Kendra Scott in a way that is effervescent, as it is never taken off.

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Summer Soiree Launch Event: +Location: Los Angeles CA & Austin TX +Top Influencer as Host +Guests invited include famous instagram bloggers, women who entered a contest to participate, and fashion forward ladies in the immediate area +Offer services such as manicure station, color bar, champagne cocktails, amuse bouche, styling, and instagram photo wall +Feature Summer Soiree Fragrance with free rollerball on each seat +Allow ladies to select gemstone lid topper from the Color Bar +Play Summer Soiree Fragrance video on projector throughout night BACK PAGE

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INSTAGRAM GIF

FACEBOOK GIF

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APP DESIGN BACK PAGE

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APP FINAL BACK PAGE

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INVITATION

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LOCATION

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LOCATION ANALYSIS

Austin TX The Greenhouse at Driftwood

Austin TX is home to Kendra Scott’s headquarters and where the company was originated so we will be bringing the launch even home Located about 40 minutes southwest of Austin, the Greenhouse at Driftwood captures the beautiful Hill Country and has been voted one of the top garden venues in the world.

The Greenhouse meshes well with Kendra Scott in their values, as conservation and sustainability are of the highest priority. The venue is as environmentally conscious as it is breathtakingly gorgeous.

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LAYOUT SKETCH BACK PAGE

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FLOOR PLAN BACK PAGE

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EVENING EVENT RENDERS

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Thank You!

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