Sarah Laber Emily Irons Krystal Del Cid Final Term Project Fall 2014 FASM 400
WARBY PARKER SPECIAL EVENT PROMOTION PLAN
“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.�
TABLE OF CONTENTS
08-09.
Brainstorming Evaluation
10-11.
Spring 2015 Collection
12-13.
Promotional Calendar
14-15.
Launch Event Invite
16-21.
Event Overview
22-27.
Social Media Promos+Advertising
28-29.
Our Team
30-31.
Press Release
BRAINSTORMING EVALUATION
Our team came together with the goal of creating a private promotional event for the launch of Warby Parker’s latest Spring collection. We knew that we needed to create a buzz throughout the city of Atlanta to promote not only the new styles, but the brand as well. Promoting this event through social media platforms gave us a chance to create fun, gripping activities for everyone to take part in. Our first step in this process was figuring out the best place to hold the event along with the season and month. We ended up agreeing that the most plausible location would be the Buckhead Atlanta brick and mortar store on Saturday, May 9, 2015 . This will drive traffic to the new store and give peopl the chance to experience the environtment of the Warby Parker store. We then created idea maps when it came down to deciding the details of the event: food, drinks, decor, staff, etc. We came to a conclusion with the knowledge of the Warby Parker aesthetic in mind: simple, casual, and fun. When the event planning was complete, we began brainstorming the marketing element of the promotional occasion. Idea maps were also used to come up with our six teaser promos. We knew that we had to hit every social media platform in order to reach any potential customers. We focused on the three main platforms: Instagram, Facebook, and Twitter. The most important element when it came to developing the promos was to get people excited with a challenge with the chance to win prizes. We concluded that the obvious prize for each competition would be a pair of the new Spring styles. Other social media teaser promos would be general blasts informing everyone of the launch of the collection. Our last step in the planning process was to create a promotional calandar to schedule each activity involved in the event and marketing strategy, six months leading up to the launch. We timed the release of each social media teaser promo equally throughout the six months, and made sure we had plently of time to send out our press release and email blast invites. With the combination of fun, intriguing social media promotional activities and the celebratory event of the new collection, our team believes that this event will create an exciting buzz and bring traffic into the Buckhead, Atlanta Warby Parker store.
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WARBY PARKER SPRING 2015 COLLECTION
PROMOTIONAL CALANDAR
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January
February
March
April
May
June
Omni Channel Approach
In-store Plans/Promotions
2/1-Warby Parker's store: Begin countdown until collection launch
3/1-Warby Parker's store: 4/1 - Warby Parker's store: countdown Reminder of countdown until until collection launch collection launch 4/1 - Promote #HOWDOYOUWARBY competition in-store 4/11 - Warby Parker's store: One Month until collection launch 4/24 - Announce & Advertise #WHERESWARBY competition 4/24 - Promote countdown until collection launch
5/1-Promote #WHERESWARBY & #HOWDOYOUWARBY competition in-store 5/1 - Countdown until collection launch: 10 DAYS 5/9- Brief & train models, security, etc. on the night's festivties and overall goals 5/9 - Launch Cocktail Event 5/10 - Countdown until collection launch: 5 DAYS 5/15 - Official Launch of the Spring Collection. Promote Spring Collection and encourage customers to purchase 5/15 - Promote #WHERESWARBY & #HOWDOYOUWARBY competition in-store 5/29 - Promote Spring Collection and encourage customers to purchase
6/1- Promote #HOWDOYOUWARBY competition in-store to customers 6/1 - Promote Spring Collection and encourage customers to purchase 6/15 - Promote Spring Collection
6/1- Post-Launch Promotion on all social media 6/1 - #HERETHEYARE blast on all social sites 6/1 - #FACEOFF Results on all social sites 6/8 - Post-launch promo 6/8 - Final #HOWDOYOUWARBY post 6/15 - #FACEOFF Results on all social sites 6/19 - #HERETHEYARE blast on all social sites 6/19 - Post-Launch Promo on all social media sites
Social Media Platform
1/30 - Introduce sneak peek & social media blast on Instagram, Facebook, Twitter
2/1 - Begin countdown until collection launch 2/6 - Social Media blast on Twitter, Instagram, and Facebook 2/13 - Social Media Blast 2/20 - Social Media Blast 2/20 - Introduce #HOWDOYOUWARBY 2/27 - Social Media Blast
3/2 - Introduce the #FACEOFF competition 3/16 -Instagram , Facebook, & Twitter #FACEOFF comeptition reminder 3/30 - Email Invitations for launch party to exclusive guests
4/3 - #FACEOFF competition 4/9 - Instagram , Facebook, & Twitter #FACEOFF comeptition reminder 4/10 - #HOWDOYOUWARBY Competition 4/24 - Announce #WHERESWARBY Instagram competition & release first hint 4/24 - #HOWDOYOUWARBY promo on facebook and instagram 4/27 - Instagram , Facebook, & Twitter #FACEOFF comeptition reminder
5/1- Release 2nd #WHERESWARBY Instagram picture 5/8 - Release 3rd #WHERESWARBY picture via instagram 5/8 - Instagram , Facebook, & Twitter #FACEOFF comeptition reminder 5/11 - Instagram and Facebook pictures of the launch event 5/15 - Release 4th #WHERESWARBY 5/15 - Launch of the Spring Collection on all social media platforms #HERETHEYARE 5/15 - Email blast #HERETHEYARE 5/18 - #FACEOFF reminder post 5/18 - #HOWDOYOUWARBY 5/29 - #FACEOFF challenge ends on all sites
Advertising/PR
1/1-Warby Parker's website & blog: Introduce sneak peek of the Spring Collection
2/1-Warby Parker's website & blog: Begin countdown until collection launch 2/15 - Sneak peek of the Spring Collection
3/1- Warby Parker's website & blog: time until collection launch 3/15 - Sneak peek of the Spring Collection 3/15 - Advertise Social Media competitions via website and blog 3/23 - Send Press Release to all PR & media contacts to announce to launch of the Spring Collection
4/1 - Warby Parker's website & blog: time until collection launch 4/15 - Sneak peek of the Spring Collection 4/15 - Advertise Social Media competitions via website and blog 4/24/ - Warby Parker's website & blog: time until collection launch
5/1- Sneak peek of the Spring Collection 6/1 - Post-launch promo 5/11- Send out post-press release email to all media contacts 5/15 - Warby Parker's website & blog: Launch of the Spring Collection 5/15 - Advertise Social Media competitions via website and blog 5/31 - Promote remaining social Media competitions via website and blog
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PRIVATE EVENT INVITE We will be holding an event for the launch of the new spring line. The party will be held privately at the Warby Parker store in Buckhead Atlanta.
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EVENT OVERVIEW
The event will be privately held for prominent members of the Atlanta society to view the collection before it is debuted to the public. We will be inviting 100 people using email invitations. The invitations will have an embedded link that brings the guest directly to an RSVP page, allowing them to respond with minimum effort.
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The guest list will consist of Atlanta’s tastemakers, top press, influential bloggers and Warby Parker’s loyal customers – all above the age of 21. The press guests will be members of Atlanta’s top magazines including: Atlanta Magazine, Creative Loafing, Jezebel, The Atlantan, Atlanta Business Chronicle, and Eidé Magazine. We will utilize Warby Parker’s customer database to invite the top customers in the Atlanta area.
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EVENT OVERVIEW
At the event, we will be serving local fare and beverages. We will hire a caterer to prepare creative and refined Americana hors d’oeuvres made from locally sourced ingredients, which we feel will appeal to our guest’s taste and represent Warby Parker’s humble yet innovative image. There will be a fully stocked bar as well as beer and homemade root beer from Atlanta’s Red Hare Brewery. Servers will be hired and will be dressed in a Warby Parker T-shirt and wearing the new spring styles. 18
In addition to the servers, we will have additional staff in the store for the event. The staff will consist of existing Warby Parker employees. Prior to the event, the employees will be educated on the new line including the inspiration behind the designs. We will also ensure that the staff is knowledgeable about the company and is capable of explaining it to the party guests.
Aside from trying on the new styles, guests will be entertained be various activities. Already located within the store, the guests will be able to try the new styles and take photos in the store’s photo booth. For the sake of space and noise in the store, there will be no live entertainment, but instead a playlist playing through the store’s speakers.
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EVENT OVERVIEW
At the end of the night, guests will receive a Warby Parker gift bag as a sign of our appreciation for their attendance. The gift bag will include a pair of our new spring line sunglasses as well as products from our neighboring stores in Buckhead Atlanta. For guests requiring prescription lenses or a fitting, the bags will include a note inviting them to come back within two weeks following the event to have lenses replaced and frame adjusted free of charge. The bags will also include a bag of coffee from Corso Coffee and hand lotions from L’Occitane, both of which will be willing to give us a discount on their products in exchange for having their merchandise distributed to some of Atlanta’s most influential people. We will put together the bags ourselves and make extras in case of last minute additional guests. The gift bags will help people to remember the event and will put our new styles on the faces of Atlanta influencers.
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SOCIAL MEDIA PROMOS+ADVERTISING
LISTEN UP ATLANTA! In celebration of the upcoming release of our Spring collection, we want to give YOU a chance to win a FREE pair of glasses! Check out http://www.warbyparker.com/whereswarby for more
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#WHERESWARBY PLATFORMS: Instagram OVERVIEW: Where’s Warby is an interactive promotional contest that engages the customer through Instagram. We will partner with four businesses around Atlanta that wil post an image of Warby Parker glasses and the hashtag WheresWarby. To win a pair of glasses from the new spring line, the person must find and take a photo with all four glasses and post them using the WheresWarby and SpringIntoWarby hashtag. This will spread our hashtags as well as promote interest in the upcoming release the new line. 22
FACEOFF PLATFORMS: Instagram, Facebook, Twitter OVERVIEW: Faceoff will give Warby Parker fans the chance to have their input in the creation of the new sping line. Three frame designs will be released through the social media platforms and fans will vote for which style they want to see available for purchase in the new Spring collection.
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SOCIAL MEDIA PROMOS+ADVERTISING
#HOWDOYOUWARBY? PLATFORMS: Instagram, Facebook OVERVIEW: How Do You Warby will be a photo contest for a chance to win a pair of frames from the brand’s new Spring Collection. One must post a photo of themselves in their Warby Parker glasses and hashtag #HowDoYouWarby. The winner will be chosen by the creativeness of their picture. 24
HERE THEY ARE! PLATFORMS: Instagram, Facebook, Twitter OVERVIEW: Here They Are will be a social media blast on all platforms informing everyone that the new spring styles are available for purchase in stores and online.
HERE THEY ARE! Our much anticipated Spring collection of prints and patterns has finally arrived and is ready for purchase. Be sure to head over to our site to #pickapair http://www.warbyparker.com/spring15
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SOCIAL MEDIA PROMOS+ADVERTISING
SOCIAL MEDIA BLASTS PLATFORMS: Instagram, Facebook, Twitter
After much anticipation they have finally Arrived! Check out the launch of our new Spring 2015 collection.Take a peek: http://www.warbyparker.com/spring15 #SPRINGINTOWARBY
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OVERVIEW: These will be basic social media blasts covering all platforms informing everyone about the launch of the new Spring styles. The post-launch promo will be a reminder customers that the new styles are available.
Warby Parker
EMAIL BLAST PLATFORMS: Email OVERVIEW: For our email blasts to promote the line launch in the Buckhead Atlanta store, we will purchase email lists from local Atlanta Magazines by zip code. We will focus promoting to areas of Atlanta that have a large potential cusomer bas such as Buckhead, Decaturm Westside, and Old Fourth Ward. We will also be emailing existing Warby Parker customers in the Atlanta area. 27
OUR TEAM
For our launch, we plan to not only include our sales associates in the store, but external sources as well. We want to employ a team of interns, a few hosts, models, servers, caterers, two security guards, a couple valet drivers, and a photographer to document the night’s festivities. Our mission is to provide our guests with an enjoyable experience in a fun, inviting atmosphere. SALES ASSOCIATES For the event, we want the sales associates to brief both our team and our hired staff on our objective and sales goals. In the weeks approaching the launch, we will have employees inform customers of the upcoming launch of the Spring Collection, as well as advertise and promote our social media contests. The week before the launch is when they will be instructed to train the hired team and show them how things are to be conducted the night of the event. Throughout the night, employees will be assisting the guests, answering any quetions they may have, and striving to reach sales goals. SALES GOAL FOR LAUNCH EVENT: 20 pairs of glasses equally $2,100 in sales INTERNS In the months preceding the event, we plan to employ a few interns from SCAD-Atlanta to handle some of the social media. It will be the responsibility of the interns to encourage social interaction between Warby Parker and their social network consumers. We will have them giving real time responses and updates via Twitter, Instagram, and Facebook, as well as managing the email blasts and RSVPs. Nearing the event, they will also be responsible for assembling the gift bags and assisting to any other small details that need to be taken care of.
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MODELS During the event, we plan to have models walking around showcasing our new collection. They will be dressed in a black Warby Parker t-shirt and a pair of glasses from the new line. SERVERS The servers at the party will be providing guests with a steady flow of food and drinks. They will aslo be acting as product models, wearing the new spring styles and a Warby Parker t-shirt. They are expected to keep drinks flowing and spirits going. CATERERS The caterers are to provide the food and drinks for the night. They are expected to have an ample supply of fare and spirits, as well as oversee the cleanliness and neatness of the food prep and plating. They will ensure proper food temperatures and keep the drinks cold. SECURITY (2) Security will be employed to ensure everyone’s safety at the party and regulate the guest list. One security guard will be in the front managing the guest list and entry, and one will be in-store to regulate store policies. PHOTOGRAPHER For the launch event, there will be a photographer to document the night. They will take pictures of the guests as they enter, take candid shots, and product shots for our social media sites and press release.
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PRESS RELEASE
Spring into Warby Private Event Warby Parker celebrates new Spring Collection Atlanta, GA - March 15, 2015 Come join us to celebrate the launch of Waby Parker’s latest Spring Collection. This will be a private event for loyal Warby Parker customers as well as Atlanta’s elite tastemakers, top press, and influential bloggers. The event will be held at the Warby Parker Buckhead Atlanta store location. The event will take place on May 9, 2015 from 7-11pm. There will be complementary food and drinks as well as gift bags for attending guests. This event is to celebrate and promote the Spring 2015 Collection. EVENT DETAILS WHO:
Warby Paker
WHAT:
Private event to celebrate launch of the Spring Collection
WHERE: Warby Parker Buckhead Atlanta store WHEN:
Saturday May 9, 2015 7-11pm
CONTACT: 262 Buckhead Avenue suite C31 Atlanta, GA, 30305 404.479.9755 ### https://www.warbyparker.com/retail/buckhead
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POST PRESS RELEASE Warby Parker Hosted Private Event for Spring Colletion Launch Atlanta, GA - May 11, 2015 Warby Parker hosted a private event on May 9, 2015 to celebrate the launch of the brand’s upcoming Spring Collection. The event was held at the Buckhead Atlanta Warby Parker store from 7-11pm. Guests included loyal Warby Parker customers as well as memebers of prominent Atlanta media outlets. Casual Americana cuisine was served along with locally crafted beer from Red Hare Brewery. Guests enjoyed contemporary music while mingling and browsing the store. At the end of the night attendees received gift bags that each included one pair of the Spring Collection frames as well as products form neighboring Buckhead Atlanta stores. The Spring into Warby event was a great opportunity for guests to experience a night of celebration and for Warby Parker to launch their newest collection in an exciting way.
### The press releases will be sent to the following media outlets: ATL Business Chronical, AJC, I.D., Atlantan, Atlanta Magazine, Northside Neighbor, Creative Loafing, Jezelbel 31