Supreme Media Plan

Page 1

By: Jordan Dinwiddie


In April 1994, Supreme opened its doors on Lafaye>e Street in downtown Manha>an and became the home of New York street culture. At its core was the gang of rebellious young New York skaters and arHst who became the store’s staff, crew, and customers. Supreme grew to be the embodiment of the downtown culture, playing an integral part in its constant regeneraHon. Skaters, punks, hip hop heads – the young counter culture at large – all gravitated towards Supreme. Over its eighteenth year history, Supreme has worked with some of our generaHon’s most groundbreaking designers, arHsts, photographers, and musicians – all who have helped conHnue to define its unique idenHty and aPtude.


Opportunity and CompeHtors Supreme has a dedicated following in the crea5ve community. Only producing clothing for men, however leaves an opportunity to reach the female Supreme brand loyalist, and introduce the brand to a new consumer. With storefronts in LA, NY, Japan, and London Supreme will be opening a storefront in the Wicker Park community of Chicago as well. Goal: Introduce Supreme to the Chicago arts community as well as the female street wear advocate. Increase sales by 10% Compe&tors include: Stussy, the #2 street wear brand in the US run out of San Francisco. Stussy includes a female specific collecHon of clothing. Producing T-­‐Shirts, Snapback hats, Skateboard decks, has created an extremely loyal and dedicated fan base. Married To The Mob, a risqué street wear brand that focuses on feminist themed clothing. Run out of New York and founded by a woman, Leah McCall. Diamond Supply Co. , with celebriHes such as Rick Ross, Wiz Khalifa, Cassie and Chris Brown sporHng their designs. The brand is extremely accessible being sold in malls, as well as Diamond Supply Co. bouHques in San Francisco.


Who is the Supreme Girl? WHO: Age: 18-­‐24 HHI: <$20,000, $20,000-­‐$29,9999 Single, College Student Heavily influenced by the arts (music, photography etc) Magazines: Complex, Vogue, Interview, Rolling Stone, Juxtapos Local: CS and Red Eye Television: MTV, MTV2, Adult Swim, E!, Fuse


Objec5ves

Marke5ng Objec5ve Introduce Supreme to a female demographic, while staying true to the male consumer

Adver5sing Objec5ve CreaHvely appeal to a female demographic by staying true to the brand

Media Objec5ve Find creaHve placements to engage females in the Supreme brand.





Strategies •

TradiHonal Out of Home will include 8-­‐ sheets, and bulleHns. Non TradiHonal Out of Home will be a series of stunts from street art placed strategically around the city. Digital strategies will include banners. The banners will be placed on websites, website choices will include the Red Eye/Metromix network as well as the SpoHfy, with locaHon specific (“Geo-­‐ Target”) technology will post banners. Print will contain color full page spreads, placed in Chicago publicaHons including Red Eye, Columbia Chronicle, Chicago Tribune and others.

Research shows the TV/Radio would not be the best choices of a media.


Geography and Seasonality Geography Due to our Downtown Sweetheart’s personality and interests. The 8-­‐Sheets will be placed in: Lincoln Park Bucktown/Wicker Park (6 Corners) South Loop Logan Square Hyde Park BulleHn will be placed on I90, towards North Ave, for only one month. The Non TradiHonal Out of Home will take place on the Mag Mile and Rush St. CreaHng simple London/NY style street art pieces and placing them in upscale areas.

Seasonality Supreme’s fall collecHon drops at the end of September. The media plan will be implemented. Beginning in the month of April, the resurfacing again in June to prepare for the Back To School season and ending in November. *The Billboard will be used only in April.


Budget Recap Budget

TV/Radio OOH Print Digital

•  Out Of Home -­‐$213,860 •  Print -­‐$41,420 •  Digital -­‐$115,034 Total:$370,314



Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.