TABLE OF CONTENTS BIG IDEAS COLUMBIA
1
SOCIAL MEDIA STRATEGY: CHC
9
MEDIA PLAN: LOFT LOU & GREY
21
WRITING SAMPLES
34
CREATIVE DIRECTOR
CREATIVE BRIEF SUMMARY
*Full Creative Brief included in “Writing Samples” section.
OPPORTUNITY: Columbia College Chicago (CCC) has an opportunity to strengthen its brand by creating and strengthening genuine relationships between its current students and alumni.
INSIGHTS:
Undergraduate retention and graduation rates are low, which reflect a poor narrative about CCC fostering student success. CCC’s external reputation lacks consistency. Alumni have also been long neglected despite having successful careers.
WHAT PEOPLE WILL KNOW: Holistically, CCC is a successful community, a unified powerhouse of creatives who “author culture”.
CREATIVE BRIEF SUMMARY
*Full Creative Brief available upon request.
HOW: Big Ideas Columbia: Redefining Success will create a short documentary to showcase individual views from CCC alumni and current students on success and the effects a community has on success. This documentary will premiere at the Big Ideas Columbia event in February 2015. The event will also host an alumni panel that will answer questions about success from audience members via Twitter. Networking, food, and a raffle will also take place. Information about the project leading up to the event will be communicated on social media, distributed posters, personal emails, and various CCC news and event outlets.
IDENTITY
INSTITUTION ALUMNI
COLUMBIA COLLEGE CHICAGO
CURRENT STUDENTS
All gears must be present and actively supporting each other for optimum overall success.
IDENTITY
MEDIA: COVERAGE The Chronicle Tally-Ho Columbia College Chicago Website The Loop Columbia College Chicago Faculty Newsletter Social Media Â
EVENT: DOCUMENTARY
*Available online: https://youtu.be/wP0al52QOt8
EVENT CATERING: Portillo’s & Garrett’s Popcorn ALUMNI PANEL: 30 minutes (live tweeting) RAFFLE: Alumni handbag designer Chelli Look donated a piece to be raffled to one lucky Columbia College Chicago student. Fine arts senior Alison Slak donated a painting to be raffled to one lucky alumnus. ATTENDEES: 60+ recorded
a social media strategy
Social Media Strategist
ABOUT CHC BAGS, CLUTCHES, & WALLETS ESTABLISHED PROFESSIONALS CHC GIVING ONLINE, SHOPS NATIONWIDE, & HONG KONG
STRENGTHS & OPPORTUNITY STRENGTHS • • • • • • •
IMPECCABLE QUALITY GREAT SEO RANKING U.S. SOURCED MATERIALS CHC GIVING (WINGS) CLEAN WEB DESIGN VISUAL BRANDING AESTHETIC LOCAL PARTICIPATION
•
OPPORTUNITIES
• • • • • •
SOCIAL MEDIA PLAN TO GENERATE ENGAGEMENT ESTABLISH CHC AS A LIFESTYLE BRAND IMPROVE BLOG TO BOOST WEBSITE VISITS EXPAND TO MORE BOUTIQUES NATIONAL/INTERNATIONAL TRADESHOWS OFFER INTERNSHIPS
WEAKNESSES & THREATS WEAKNESSES LITTLE SOCIAL ENGAGEMENT TWITTER ONE EMPLOYEE LIMITED RESOURCES THREATS LOCAL HANDMADE SHOPS INDEPENDENT LEATHER HANDBAG COMPANIES
TARGET CONSUMER PROFILE JOURDAN, AGE 38 URBAN LIVING ESTABLISHED PROFESSIONAL MARRIED/LONG-‐TERM RELATIONSHIP NO CHILDREN
QUALITY > QUANTITY SURE OF WHAT SHE WANTS VISUAL CONSUMER PREFERS VISUAL PLATFORMS INSTAGRAM & PINTEREST BUT USES TWITTER FOR WORK
TECHNOGRAPHICS SPECTATORS RULE JOINERS SECOND ENGAGEMENT SUCCESS
SMALLER CUES: LIKES, SHARES, SHORT RESPONSES
BLOG TALK • •
BRANDED LIFESTYLE POSTS:“ATC MINI-‐MALIST”, CHC LEADERSHIP BRUNCH, WINGS FUNDRAISER EVENT
LISTEN
SHORT-‐ANSWER QUESTIONS: COMMENT WHICH BAG IS YOUR FAVORITE & ONE RANDOM WINNER
ENERGIZE
BLOG ON CHC WEBSITE, WHICH BRINGS CUSTOMERS CLOSER TO PURCHASE
SIMPLE CALL TO ACTION MAJORITY OF TARGET CONSUMERS ARE SPECTATORS
INSTAGRAM #CHC SHORT VIDEOS TIMELAPSE MAKING A BAG, PHOTO SHOOT, ETC.
BLOG PROMOTION DRIVES CONSUMERS TO WEBSITE
#CHCstrong CAMPAIGN INSTAGRAM A WOMAN WHO EMBODIES CHC WINNER & WOMAN GET A CHC PIECE
PINTEREST BLOG PROMOTION PRODUCT & STYLING PINS CHC LIFESTYLE PHOTOGRAPHY, HOME & STUDIO SPACES, ETC.
TWITTER • FOLLOW OTHERS • LISTENING TOOL • POST PHOTOS DIRECTLY •
DON’T POST THROUGH INSTAGRAM
• PROVIDE CHC NEWS •
#CHC, NEW LINE, FEATURES, SALES
• COMMENT/REPOST
•
• TWEETS & ACCOUNTS ALIGNING WITH CHC BRAND BUILD RELATIONSHIPS WITH OTHER BRANDS & BLOGGERS
SUCCESS INCREASED FOLLOWING BRAND AWARENESS ENGAGEMENT & SHARES UNIQUE VISITORS SALES
OTHER RECOMMENDATIONS “PRESS” ON WEBSITE INTERN SOCIAL MEDIA POLICY CRISIS PLAN
Media Plan
Media Planner
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
WRITING SAMPLES
CREATIVE BRIEF Client: Columbia College Chicago Project: Big Ideas Columbia: Redefining Success
Date: September 2014
What is the problem/opportunity? Columbia College Chicago (CCC) has an opportunity to strengthen its brand by creating and strengthening genuine relationships between its current students and alumni. What do we expect? Big Ideas Columbia: Redefining Success will use the topic of success as a tool to generate conversation between CCC’s current students and alumni. This conversation will lead to further collaboration between the two groups, strengthening individual successes and the success of the institution itself. What insights do we have about CCC stakeholders? Undergraduate retention and graduation rates are low, which reflect a poor narrative about CCC fostering student success. CCC’s external reputation lacks consistency. Alumni have also been long neglected despite having successful careers. What is the competitive opportunity? Big Ideas Columbia: Redefining Success is a student-generated project, which demonstrates CCC’s authenticity, builds community, and markets the institution simultaneously. It also empowers current students and alumni to collaborate, creating a sense of ownership and institutional pride.
C R E A T I V E B R I E F continued‌ What is the most important thing we want people to know? Holistically, Columbia College Chicago is a successful community, a unified powerhouse of creatives who are ready to “author cultureâ€?. How will Big Ideas Columbia: Redefining Success communicate this? Big Ideas Columbia: Redefining Success will create a short documentary to showcase individual views from CCC alumni and current students on success and the effects a community has on success. This documentary will premiere at the Big Ideas Columbia event in February 2015. The event will also host an alumni panel that will answer questions about success from audience members via Twitter. Networking, food, and a raffle will also take place. Information about the project leading up to the event will be communicated on social media, distributed posters, personal emails, and various CCC news and event outlets. Why is this true? Success is a topic in which all CCC stakeholders are invested. Video is a highly-sharable medium and allows creative control without sacrificing authenticity; it also allows maximum reach as each interviewee can participate on his/her own schedule. Social media is a prime medium used by recent alumni, many members of CCC faculty, current students, and prospective students. In asking for participation from alumni members, students and alumni are building relationships, and the project reintroduces potentially overlooked alumni to the CCC community. The event allows opportunity for current students and alumni to connect. The film itself, documentation around the project, and co-creation materials can all be used by Columbia College Chicago for marketing materials that benefit all stakeholders and potential donors beyond the duration of the project.
PITCH EMAIL News Outlet: The Chronicle Project: Big Ideas Columbia: Redefining Success SUBJECT
PITCH: President Kim Supports Students’ Big Ideas Hi Chris, Would you be interested in Big Ideas Columbia, a student-initiated event supported by President Kim? As Columbia’s Strategic Plan begins its next phase and the postponed alumni weekend approaches, I believe Big Ideas Columbia will be a great fit for your readers. "Success" has become a serious buzzword around campus, in large part because of the administration's efforts. As it turns out, Columbia alumni have a lot to say about success, too. Join Big Ideas Columbia for a documentary short, alumni Q&A panel, and free food as we begin to bridge the gap between alumni and current students by discussing the one goal for which we are all reaching...success! Thank you in advance for your consideration, Kathryn
PRESS RELEASE
FOR IMMEDIATE RELEASE Nov. 10, 2013 MEDIA CONTACT: Kathryn Walters 312-765-3116 kathrynwalterspr@gmail.com
COAT ANGELS DELIVERS 50,000th COAT THANKS TO GENEROUS DONATIONS CHICAGO, Nov. 13, 2013 – Chicagoans will earn more than their wings this winter season as Coat Angels delivers its 50,000th coat to children in need thanks to generous donations from local businesses and individuals. The coats will be delivered at Pablo Casals Elementary School in Humboldt Park on Dec. 9 at noon. “Every donation of money or time is meaningful, appreciated, and makes a huge and immediate difference in the life of a child,” said Micki LeSueur, founder of Coat Angels.
P R E S S R E L E A S E continued… Coat Angels, a local 501 c, not-for-profit organization provides brand-new coats, fleeces, gloves, and hats to children who would otherwise brave the Chicago winter in little more than a sweatshirt. The organization insists on new items, a key difference from other charitable causes. According to LeSueur, “Yes, a used coat meets the huge need for warmth, but a new coat also gives these kids a sense of worth. The coats and fleeces we buy often cover clothes that are threadbare, stained, and the wrong size.” One child says in a note published on the organization’s website, “Thank you for the beautiful coat, gloves, hat, and sweater! I love it so much that I’m wearing it right now. All the things you gave me, I’m so grateful you [sic]. The fact that I have someone to care if I’m warm or not is so nice.” Coat Angels delivers its 50,000th coat and more Dec. 9 at noon to the children of Pablo Casals Elementary School in Humboldt Park. To invest in a child’s warm winter, please visit www.coatangels.org. Coat Angels is a volunteer-driven 501 c, not-for-profit organization which provides school children brand-new hats, scarves, fleeces, and coats through fundraising and generous donations to ensure that no child in Chicago goes to school cold. For more information, please visit www.coatangels.org. ###
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