Communication Plan
Jessica Fredlund, Freja Lina Nyman & Emelina Nyqvist IED Barcelona
CHALLENGE - Get the attention of the younger female, 15-24 years - Increase the Curve ID sales
HOW? - Internal & External analysis - Qualitative interviews - In store investigation
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
WEAKNESS - Weak Curve ID merchandising and window display in store - Fail in communicating Curve ID as a fashion product - Curve ID is still unknown on the market - Price barrier CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
OPPORTUNITY - 96,5% of Spanish youth uses internet on a daily basis* - High number of followers in social media, compared to competitors - Positive attitude towards smartphone apps and notifications - Style is important for target *www.Ine.es
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
MARKETING TARGET
3 key target groups -Based on statistics and interviews
Independent Shopaholic
Social Party girl
Stylish Teenager
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
MARKETING TARGET Independent Shopaholic
Social Party girl Stylish Teenager Target 2
Target 3
Age:
20-24
20-24
15-19
Occupation:
Working
Student
Student
Income:
Low-Middle/First job
Low or depending on parents
Depending on parents
Activities:
Shopping & Social life
Concerts, Bars, Shopping & Social Networking
Internet, Television & Friends
Attitudes:
Carrier focused & Independent seeking
Positive about the future
Thrill seeking, liberal, aware of body image & creative
Drivers when buying jeans:
Fit, quality & Style
Style & Price
Price & Style
Internet activities:
Facebook & Blogs
Facebook, Twitter & blogs facebook, Msn & Blogs
Target 1
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
STRATEGY
Based on the key opportunities, weaknesses & market target drivers
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
COMMUNICATION TARGET Target 1: Werelse.com Fashion community created by three fashion bloggers
Target 2: Paula Echevarría The famous blog “Tras la pista de Paula”
+ Active online on Facebook, twitter, YouTube, Polyvore & Instagram
+ Writing on behalf of Spanish Elle + Number 4 over all most popular blogs in Spain
Influencers:
Massive:
Editors, Journalists Offline: Harpers Bazaar, ELLE Online: ELLE CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
OBJECTIVES BEHIND MESSAGE Changing the image to meet target demands:
Associate Curve ID with fashion, not a “technical product” Curve ID is a fashionable lifestyle, not a problem’s solution CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
MESSAGE Levi’s Curve ID takes jeans to new levels, fit your curves and matches them with your fashionable lifestyle.
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
MESSAGE
-Curves are the new black!
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
MESSAGE With this message we show that it is Levi’s Curve ID’s turn to be in, trendy and desired!
-Curves are the new black!
The new black have always described the latest trend… Black has always been the most important color in fashion; little black dress …
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
POSITIONING current
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
POSITIONING proposal
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
OVERVIEW ACTIVITIES Marketing Target
Influencers
Activity
Fashion Blogger
Fashion Community
Target 1
Journalists
Launch event, fashion week
Target 1
Bloggers Journalists
Fashion event, fashion week
Massive
Fashion blogger (Community)
Tag that ass
Massive
Target 1
Journalists
Massive
Bloggers Werelse
Massive
Magazines, Offline Harper´s Bazaar, Elle and Vogue Shop window special Blogger Werelse
Outdoor printed
Objectives Long-term activity. Overcoming price barriers and meet the target’s budget with the help of earned credits Creating brand engagement with interactive activities Using fashion week to associate the brand with fashion. Building brand awareness and an interest for the online community. Creating a word-of-mouth. Create interest and awareness among fashion influencers that could affect other audiences.
Creates traffic to the online community and brand engagement
Create brand awareness among target in fashion oriented magazines in order to associate the brand with fashion
Improve poor merchandising in store. Attract people to come into the store
Create awareness of interactive contest and collection
Massive
Journalists
Guerilla street fashion show
Create brand awareness and “word-of-mouth”
Target 2
Blogger
Smart-phone application
Smart-phone application to create product awareness. Integrating with the community – “On the go”
Target 2 Massive
Journalists
Online Magazine ELLE Viral video
Create brand awareness among target in fashion oriented magazines in order to associate the brand with fashion Post on Facebook and Community to create engagement before the launch
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
FASHION COMMUNITY - Jeans blog: news from Curve ID “Curve cravings” - Fit-guide - Fashion insights and style tips, example “from day to evening look” - Fashion blog with opinion leader, example The blonde salad to create brand engagement CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
FASHION COMMUNITY
-how it works
- Post your own curve style & share on multiple platforms - Earn points that transforms into discount in store - The reward system create repeated purchase - Smart phone-App connected to the community (Interact “on-the-go”)
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
FASHION COMMUNITY
-how it works
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
FASHION COMMUNITY
-how it works
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
LAUNCH EVENT - Store event in Madrid during fashion week - Live version of the online community - Stations representing the different sections of the website
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
FASHION EVENT - Beginning of fashion week in Madrid (February) - Personal invitation to celebrities and fashion icons - Preview of the new collection - Personal assistance when choosing a pair of curve ID’s
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
TAG THAT ASS!
-how it works
- Interactive competition - Locate the Curve ID ass - Tagged on community and foursquare - The target is wearing styled or colored curve ID’s - When located the competitor approach and say
-nice ass! - Correct target = voucher for a pair of curve ID’s
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
TAG THAT ASS!
-how it works
$ CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
ONE YEAR PLAN Activity
Audience
Sep
Oct
Nov
Dec
Jan
Feb
Mars
April
May
June
Massive
Fashion Community
X
X
X
X
X
X
X
X
X
X
Fashion blogger
X
X
X
X
X
X
X
X
X
X
Denim blogger
X
X
X
X
X
X
X
X
X
X
Look of the month
X
X
X
X
X
X
X
X
X
X
Target 1
Launch event, fashion week
X
X
Target 1
Fashion event, fashion week
Massive
Tag that ass
Target 1
Magazines Offline
X X X
X
X X
X
X
X
X
Harper´s Bazaar, Elle and Vogue Massive
Shop window special
X
Massive
Outdoor printed
X
X
Massive
Guerilla fashion show
X
X
Smart phone-application
X
Magazine Online: ELLE
X
Viral video
X
Target 2 Target 2 Massive
X X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
Increase brand awareness
-Curves are the new black!
Levi’s Curve ID + FASHION Brand engagement + Interactive Activities Overcoming price barriers + Earned credits
CHALLENGE WEAKNESS OPPORTUNITY TARGET STRATEGY MESSAGE POSITIONING ACTIVITIES ONE-YEAR-OVERWIEV CONCLUSION
Thank you for listening!