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Draper James Savannah College of Art and Design COLLABORATIVE LEARNING CENTER
FALL 2017
Marketing
SUMMER 2018
Forsyth Event The purpose of this event is to celebrate the Draper James x SCAD collaboration as well as the new store opening in Atlanta. This also gives Draper James the opportunity to test the market in Savannah for a future pop-up or store. EVENT OVERVIEW
The event will have activities for the whole family. There will be a drawing station for children including a contest opportunity as well as free face painting. There will be a photo station with fun Draper James props. A shopping tent will be set up selling tee shirts and accessories, featuring items from the SCAD collaboration. Free sweet tea will be served and there will be barbecue and dessert trucks available to purchase food. There will be a DJ for entertainment as well as lawn games such as cornhole, checkers, and horseshoes.
RIGHT The press release would be sent to various local press including Savannah Now and Savannah Magazine.
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Draper James 21 West 46th Street New York, NY 10036 Day Phone: 1-844-357-8953
DRAPER JAMES FAMILY BARBECUE
For Immediate Release
NEW YORK, NY – Draper James is coming to Savannah for a fun, family friendly event. The Draper James Family Barbecue, taking place Saturday April 21 from 12-4 p.m., will celebrate their new store opening in Atlanta in May and their recent collaboration with the Savannah College of Art and Design (SCAD). There will be activities for the whole family with crafts for the kids, music, food trucks, and a shopping station featuring items from their new mommy and me collaboration with SCAD. The kids’ crafts will have Draper James coloring pages for the kids as well as the opportunity to draw their own Draper James print for a chance to win matching mommy and me tee shirts. There will also be free face painting done by SCAD painting majors. The shopping station for mom will include accessories and tee shirts, featuring items from the new Draper James mommy and me collection. There is special incentive to attend this event, as there will be an exclusive giveaway for an all-inclusive trip to Atlanta to celebrate the new store. Food will be available for purchase with barbecue food trucks, as well as various dessert trucks. In the Draper James style, free sweet tea will be served. Draper James is excited to come to Georgia after a collaboration with the Savannah College of Art and Design. “Working with Draper James was a great experience,” said senior Fashion Marketing and Management student, Jessica Ogden, who worked on the project, “They treated us like professionals and made us feel like we were a part of the Draper James team.” The students developed a mommy and me capsule collection which is now being sold online and at select Draper James stores. The collection the students developed brought Georgia elements to the southern brand. Their new store in Atlanta will open in May in Buckhead’s Shops Around Lenox. The 2,150 square feet space has been completely transformed to reflect the Southern experience that Draper James is known for with a Georgia twist. About Draper James Established in 2015 by actress Reese Witherspoon, Draper James is a lifestyle brand that celebrates the culture of the South. Draper James sells women’s and children’s apparel, accessories, and home goods all of which possess the Draper James’ core qualities: Grace and charm, optimism, pretty and southern. The brand’s goal is to bring contemporary, yet timeless Southern style to consumers’ wardrobe and home, no matter where they live.
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PHONE (LEFT)
Draper James will feature the event in an instagram post. PHONE (RIGHT)
Draper James will also post an instagram story about the event.
ADVERTISING
As a cost-effective way to get the word out about the event, most of the advertising will be done through social media. Draper James will take advantage of their large social media following by making a Facebook event page, Instagram posts about the event, and a Snapchat filter. However, the team will still print 500 flyers to be distributed around Savannah directed toward those who do not follow Draper James on social media.
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The snapchat filter will cover 30 million square feet, reaching from Forsyth Park to River Street.
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EVENT DETAILS
Draper James coloring pages will be provided free of charge for children at the event and coloring books will be available for purchase at the event. The books will feature Draper James prints from their new collection. Children also have the option to draw their own original print, which parents can enter in a Draper James Instagram contest. Draper James will
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pick two winners, who will receive “Mommy and Me� shirts. To add even more incentive to attend the event, guests can enter the Draper James Giveaway. The winner will receive an all inclusive trip for them and a guest to Atlanta for the Draper James store opening in May, as well as $500 to spend at the store.
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PHONES (LEFT)
Instagram will be used as a way to share images of drawings to win prizes. The winner will receive a tee shirt. RIGHT
The coloring books (top right) will be available for purchase, while the coloring pages (directly right) are a free, fun activity for kids while their mother is shopping.
BUDGET BREAKDOWN
This event can be executed for around or under $20,000. The budget is cushioned to allow for worst case scenarios, however, many of these costs can be lowered by using SCAD students and volunteers. The cost of the food trucks will depend on their sales from the event. A $5,000 cushion was put into the budget to cover potential food costs, however, it is expected to be lower.
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Fashion Video The Fashion Marketing team developed a fashion video, an event, and social media features with a focus on “Mommy and Me.”
FASHION VIDEO
Through video content. the goal was to capture the mood of the “Mommy and Me” collection. This means that samples of the collection will be featured as well as location, props, and imagery to support the story we are telling with clothing. There will be two cuts of the film one 15 seconds and the other 45 seconds in order to easily be able to put it up on Draper James’ social media accounts and website. Simultaneously, there will be a photo shoot happening in order to capture still images as well. 114 DRAPER JAMES X SCAD
The group filmed the event at the SCAD Equestrian Center.
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The final product captures the nostalgic essence of being a child by featuring a sweet tea stand, bubbles, and games that all complement the “Mommy and Me� line.
The video featured elements of the barn, as well as peaches and sweet tea.
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ABOVE
A sweet tea stand was designed and built.
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ABOVE
The barn was a beautiful setting for family shots.
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