Media Plan
LOFT ANNE TAYLOR, INC. Parent company
STRONG ETHICS
Relationships with suppliers Environmentally conscious
TRUST
Genuine connection. A woman’s confidante & honest friend
VERSATILITY & ACCESSIBILITY UNDENIABLY FEMININE
Unexpected details & flattering fit
SITUATION ANALYSIS WOMEN’S FASHION
TARGET
Loft’s Lou & Grey line
GENDER: Women AGE: 25-34; index – 172 EDUCATION: Post-graduate; index – 220 CAREER: Management/Business/Finance; index – 218 MARITAL STATUS: Now married; index - 131 HHI (1): $150,000 +; index – 222 HHI (2): $75,000 - $149,999; index – 192 *MRI+ LOFT Fall 2013 (Product in last 12 mo.)
TARGET MARKET See top left
MARKET
See bottom left
COMPETITION
J. Crew, The Limited
*INVESTOR.ANNINC.COM
STRENGTHS & OPPORTUNITY WELL-ESTABLISHED
Ann Taylor parent company (1954)
ATTAINABILITY
“Upper-moderate” price category
VERSATILE MERCHANDISE Dress up or dress down
GROWTH
New stores and renovations
SOCIAL MEDIA Strong presence *Ann Inc. Annual Report 2013
WEAKNESSES & THREATS RELIANCE ON FOREIGN SOURCES TRENDS & PREFERENCES
Change quickly and require fast response
COMPETITIVE PRESSURES TECHNOLOGICAL CHANGE Occurs rapidly & consistently
*Ann Inc. Annual Report 2013
MEDIA OBJECTIVES LOU & GREY AWARENESS
Initiative has created new brand concept
“LIFEWEAR” BRAND
Establish Lou & Grey as active lifestyle brand
DRIVE ONLINE SALES Omni-channel initiative
GEOGRAPHY NORTHEAST
Northeast index – 145; NYC area
SOUTH South index – 100; Atlanta area
MEXICO
Brand expansion
*Ann Inc. Annual Report 2013
SEASONALITY 1st QUARTER
Social Media: Continuous
2nd QUARTER Social Media: Continuous Magazines: Monthly (3 mos.)
3rd QUARTER
Social Media: Continuous
4th QUARTER
Social Media: Continuous Magazines: Monthly (3 mos.)
MEDIA STRATEGIES SOCIAL MEDIA
Through less-expensive, organic advertisements and normal paid advertisements, social media will be used to introduce LOFT’s target consumer to Lou & Grey as an active lifestyle brand for on-the-go women who want to feel confidently comfortable and lead them to the Lou & Grey section of the LOFT website via “click-through”.
MAGAZINES
Advertisements in magazines will reach LOFT’s target consumer as she is already searching for attainable fashion trends. Advertisements will be placed in sources she trusts and will lead her to the Lou & Grey section of the LOFT website to equip her with what she needs to feel confidently comfortable.
MEDIA MIX – SOCIAL MEDIA FACEBOOK
Seemingly-organic advertisements in news feed CPM - $10; 1,000,000 impressions; $10,000/mo.
$10,000/mo. X 12 mo. $120,000
$120,000 X 5 websites $600,000
Promoted hashtags (i.e. #LOFTlove) CPM - $10; 1,000,000 impressions; $10,000/mo.
Promoted product pins CPM - $10; 1,000,000 impressions; $10,000/mo.
Promoted hashtags (i.e. #LOFTlove) CPM - $10; 1,000,000 impressions; $10,000/mo.
BLOGS
Total Social Media Cost:
$600,000/yr.
Promoted articles & product placement CPM - $10; 1,000,000 impressions; $10,000/mo. (varies depending on blogger)
MEDIA MIX: MAGAZINES LUCKY - 4c $133,770 X 3 inserts $401,310 X 6 mo. $2,407,860 SELF - 4c $194,052 X 3 inserts $582,156 X 6 mo. $3,492,936 SHAPE - 4c $198,733 X 3 inserts $596,199 X 6 mo. $3,577,194 TOTAL MAGAZINE COST: $9,477,990
LUCKY
10 issues/yr. Index – 353; $2,407,860
SELF Monthly Index – 232; $3,492,936
SHAPE Monthly Index – 222; $3,577,194
*SRDS
FINANCIAL STATEMENT SOCIAL MEDIA TOTAL: $600,000 MAGAZINE TOTAL: $9,477,990
GRAND TOTAL
$10,077,990
FLOW CHART
THANK YOU
SOURCES "Ann Taylor Inc. Annual Report 2013." Ann Taylor Inc. 1 Jan. 2013. Web. 29 Nov. 2014. <h@p://investor.anninc.com/phoenix.zhtml?c=78167&p=irol-‐reportsannual>. "Ann Taylor Inc." Ann Taylor Inc. 1 Jan. 2014. Web. 29 Nov. 2014. <h@p://investor.anninc.com/phoenix.zhtml?c=78167&p=irol-‐homeprofile>. "LOFT." Loft.com. 1 Jan. 2014. Web. 29 Nov. 2014. <http://www.loft.com/>. "MRI Reporter." MRI Reporter. 1 Jan. 2013. Web. 29 Nov. 2014. <h@p://ureporter.mriplusonline.com/selectdemo.asp>. "SRDS." Kantar Media SRDS. 1 Jan. 2014. Web. 29 Nov. 2014. <http://next.srds.com.emils.lib.colum.edu/nmp/>.