CONTENTS CONTENTS CONTENTS CONTENTS CUSTOMER OVERVIEW PRIMARY CUSTOMER SECONDARY CUSTOMER OUR MAIN CUSTOMER CAMPAIGN PROPOSAL SOCIAL MEDIA LAUNCH INSTAGRAM FACEBOOK INSTORE MARKETING GRAPHICS ILLUSTRATIONS GIFS RECOMMENDED EVENTS
CUSTOMER OVERVIEW CUSTOMER OVERVIEW CUSTOMER OVERVIEW
“Size?” Invites a range of different customers because of the generic shoes that they sell. Their clothes targets different customers as its more street and skate subculture. “Size?” Target audience is mostly aimed at skaters and the street subculture. “Size?” Instagram gives a skater and street look with their model choices which gives off a vibe that it is their target audience and also with the products and brands that they sell. Gen Z is “Size?” Main target audience. Most of
Gen Z have used the Internet since a young age and are comfortable with technology and social media. Generation Z is one of the most powerful consumer forces in the market today.
PRIMARY CUSTOMER PRIMARY CUSTOMER PRIMARY CUSTOMER
“Size?” Primary Customer is someone that is part of the skate and street-wear subculture. They are into their big brands such as ‘ Stussy’ and ‘ Vans’ . They go to “Size?” Because they have everything they need in one place. A primary customer would go to “Size?” For both their shoes and clothes that they have to offer.
SECONDARY CUSTOMER SECONDARY CUSTOMER SECONDARY CUSTOMER SECONDARY CUSTOMER
“Size?” Secondary customer is someone that goes to “Size?” Primarily for their shoes , someone that is just into their ‘Nike‘ shoes. A secondary customer wouldn’t spend as much as a primary customer because its not their go to shop and they will also shop at “Size?” Competitors.
OUR MAIN CUSTOMER OUR MAIN CUSTOMER OUR MAIN CUSTOMER
For our campaign plan we need to make sure that we are hitting the same target audience as “size?”. We are focusing it defiantly to generation Z as compared to generation Y as gen Z have been brought up with social media and that is our main focus. We want to hit both primary and secondary customers by engaging them more in ‘Size?” instagram, by dong this we should be able to also gain more customers.
CAMPAIGN PROPOSAL CAMPAIGN PROPOSAL CAMPAIGN PROPOSAL CAMPAIGN PROPOSAL CAMPAIGN PROPOSAL CAMPAIGN PROPOSAL CAMPAIGN PROPOSAL
After thorough research, we have realised as a brand “Size?” Uses a limited amount of moving image, illustrations and the use of graphics within their media based promotions/platforms. Recognising this, we feel including more moving image/ illustration/ Graphics based content to the brands social media pages and website will help to further engage their consumers and even increase their following. We are confident that this idea will be beneficial yet still comply with the brands personality, as we want to produce moving-image based work that is edgy and fun, much like the products offered by “Size?”. However, our vision is to take this further and combine the media with both moving and still illustrations/ graphics, generating a new creative yet youthful presence that will allow “Size?” To stand out against their competitors, whilst gaining a new following who are especially attracted to creative works. This strategy will work for “Size?” As a brand as they rely heavily on their social media following and content as a form of promotion and engagement with their consumers. If the brand can capture its audience’s attention they are more likely to look into the products offered by “Size?”, Resulting in more sales and capital. Although many other bands, including their competitors, use moving image, they are missing the fun/artistic values that “Size?” Can offer due to having a heavily youthful based consumer group who would be intrigued by this. We believe the brands customers will see this as an exciting new way for one of their favoured retailers to promote themselves and will naturally feel more drawn towards the products through this creative direction of promotion as this will be something they don’t often see, so will instantly be interested and look further into what is being advertised.
SOCIAL MEDIA LAUNCH SOCIAL MEDIA LAUNCH SOCIAL MEDIA LAUNCH
Our idea isn’t something entirely new to “Size?”; Simply a new and improved style of digital media content to provide a fun, youthful characteristic. We have created more graphics and illustration images for social media. We have used their original imagery but made it more fun and creative. It is designed to be posted initially on the company’s instagram page and flow with their current posting cycle. The first post will be considered as the launch date of this new refined style and marketing technique. Loyal followers will soon realise a change in the company’s style of media, followed by spotting the same aesthetic within stores and their website. This may be self promoted through reposting on social media and word of mouth. Primarily social media is our main focus and that is what we are launching, more fun content. But the work that we have created can also be used for posters, billboards and in store displays.
INSTAGRAM INSTAGRAM INSTAGRAM
Our main focus is for us to make their instagram a lot more interesting to look at with the use of illustrations, graphics and some GIFs. It will appeal a lot more to ‘ Size? ‘ Target audience as it is more interesting and engaging than flat product shots.
FACEBOOK FACEBOOK FACEBOOK
Facebook isn’t our main focus as it doesn’t have as big as a following that their instagram account. But the images that we have created are so versatile they can be used for any social media platform.
DISCOUNT FLYERS DISCOUNT FLYERS DISCOUNT FLYERS DISCOUNT DISCOUNT FLYERS FLYERS
20% off your next purchase Valid until 30/07/19
These are discount flyers that we have created with the new style. These could be given in-store once a payment has been made or given even online once you have made an order.
20% off your next purchase Valid until 30/07/19
INSTORE MARKETING INSTORE MARKETING INSTORE MARKETING INSTORE MARKETING INSTORE MARKETING INSTORE MARKETING The content that we have created we feel would also look great in-store, promoting a new look and aesthetic to size following our social media theme.
THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS THE GRAPHICS
We have chosen to create some graphics that overlay “Size?” Original imagery that they use on their instagram account. We think that using “Size?” Related graphics will defiantly make their instagram account more interesting but also will gain more customers as when they look at an image they will know its from “size?’.
THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS THE ILLUSTRATIONS
We have chosen to create illustrations based upon the product shots already featured on the instagram. We have chosen a cartoon style to keep it fun and eye catching, yet still feature the products but makes it a lot more interesting.
THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS THE GIFS
We decided create some moving image content as well for instagram. We have used the graphics and illustrations that we have created to make some small GIFS to make it more interesting.
THE BUCKET HAT GIF THE BUCKET HAT GIF THE BUCKET HAT GIF THE BUCKET HAT GIF
The bucket hat GIF was created using illustration. In the GIF the hats move and change colour.
THE NIKE @ SIZE? GIF THE NIKE @ SIZE? GIF THE NIKE @ SIZE? GIF THE NIKE @ SIZE? GIF
The Nike @ Size? gif is a variation of loads of different Nike shoes that “Size?” Have to offer. And at the end is an illustration of “Nike @ Size?”.
THE QUESTION MARK GIF THE QUESTION MARK GIF THE QUESTION MARK GIF THE QUESTION MARK GIF
The Question Mark gif is just a few images behind the question mark that change. The question mark was illustrated and represents the SIZE? Logo.
RECOMMENDED EVENTS RECOMMENDED EVENTS RECOMMENDED EVENTS
SNAPCHAT QR CODE
In each store, there will be a snapchat qr code located in the fitting rooms, customers will be able to scan the code and unlock a free snapchat filter. You’ll be able to use this filter on the front and back camera, on the screen there will be size? Branding in the corner with an illustration effect on the customers clothing to tie this in with our branding proposal. On the filter there will be a black size bag that is glowing, customers will be able to click on this to unlock a discount, prize or completion entry. Once this bag has been clicked it will disappear so customers are allowed one go each. The filter could potentially reset itself after a while so the customer can go back to unlock more, this will help bring people back to see what’s new.
SIZE?SESSIONS
Size?sessions Have already been featured in the Carnaby Street store in London, it would be great to see these events happen all over the country. Not only could Size bring in well known artists that would create lots of buzz surrounding the store/area but also feature local artists that don’t have as much reach. Local artists would be a lot cheaper to have feature at one of these events and not only will it help them get more exposure but also it’ll give size a good rep because it’ll show that Size cares about up and coming artists and supporting the youth.
We created these SIZE?SESSIONS Posters for our local ‘size?’ Store.
SIZE?STUDENTNIGHT Student night would be a smaller event but would include sales and discounts, they would happen around the time that the student loan drops so students have money to spend at Size.
CUSTOMISE EVENT
Fast fashion is a big issue at the moment that a lot of people care about, to relate to this Size could offer a customise event that anyone can come to. This event will consist of people bringing their own clothing that they no longer wear and want to customise. The customising options would include: tie dyeing, spray paints, patches and a box of random knick-knacks that people can help themselves to. To bring in more people there could be water gun filled with paint that they spray on to the t-shirt, this could be a small thing in a tent or this could potentially be a big event where you make it a competition and people actually wear the t-shirts and spray each other. There could be an option for all of these customise events where you can enter your creation and win a £10 size gift card. This kind of event would be great to do in summer whilst the weather is warm and students are home from uni. It wouldn’t have to just be t-shirts, people could customise trousers, shoes and jackets as well.
BAFM203 JESSICA CLEMES ALICE LAFFAR JADE DAVIS HOLLY HILTON CHLOE MARTIN