Stacy Adams Campaign by Kelly Rasmussen

AD BREAKING

Campaign Proposal 2014

TABLE of CONTENTS Table of Contents…………………………………………………………………………………………………………1 Agency Overview……………………………………………………………………………………………………….…2 Executive Summary…….…………………………………………………………………………………………………3 Competitive Analysis……………………………………………………………………………………………………4 - 5 SWOT………………………………………………………………………………………………………………………6 Research…………………………………………………………………………………………………………………7 - 10 Goals & Solutions……………………………………………………………………………………………………….. 11 Target Audience..……………………………………………………………………………………………………….. 12 Consumer Profile……………………………………………………………………………………………………….. 13 Positioning Statement / Single-Minded Idea………………………………………………………………………….. 14 Print……………………………………………………………………………………………………………………..15 - 16 Outdoor..……………………………………………………………………………………………………………….17 - 23 Social Media..……………………………………………………………………………………………………………. 24 Blogging…………………………………………………………………………………………………………………25 - 26 Snapchat..…………………………………………………………………………………………………………………27 Online……………………………………………………………………………………………………………………. 28 YouTube…………………………………………………………………………………………………………………. 29 Online Radio..…………………………………………………………………………………………………………… 30 Online Newspapers……………………………………………………………………………………………………31 - 34 Production Budget……………………………………………………………………………………………………….35 Media Plan……………………………………………………………………………………………………………….. 36 Media Stats………………………………………………………………………………………………………………. 37 Did it Work?………………………………………………………………………………………………………………38 Conclusion………………………………………………………………………………………………………………..39 Appendix………………………………………………………………………………………………………………….40

AD BREAKING

Breaking Ad is comprised of a small group of young, talented individuals with a knack for making brands feel human. Our process begins out in the real world, talking to real people in real places so we can get the answers we need to make our clientsâ&#x20AC;&#x2122; brands connect with their audiences. Jeffery De Ropp

Ryan Bisceglia

Emma Petit

Kelly Rasmussen

Leigh Ann Jandrists

Matthew Goldenberg

Brad Krause

Holly Hastings

EXECUTIVE SUMMARY The name Stacy Adams has existed in the mind of consumers as an old brand attached to a narrow demographic. Our goal is to more aggressively target a younger and trendier audience. The closet door is wide open. Breaking Ad is excited to introduce to you the re-vamped and re-styled Stacy Adams â&#x20AC;&#x153;Style Goes Anywhereâ&#x20AC;? Campaign. This campaign focuses on the versatility and trendsetting style of Stacy Adams shoes. As fashionable leaders among their peers, our target audience never wants to be caught without a good-looking shoe to compliment an outfit. For that reason, our main message to the consumer is, no matter where you are going, you can step into style with Stacy Adams shoes. We modified the planning approach to relate more effectively to a younger target audience. An increased social media presence and the development of platforms for more personal interactions is the core vision of our campaign. Our re-branding effort involved a push for contemporary appeals and promises. Young, professional, business-oriented men are constantly on the move. They are also constantly in tune with their style. With little time for wardrobe changes throughout the day, they need a shoe that looks good anywhere. Stacy Adams is no longer the shoe for only special occasions. It is the shoe for every occasion.

COMPETITIVE ANALYSIS R E A C T I O N A more expensive price range but the Reaction line is still on the lower end of the Kenneth Cole brand as a whole. Kenneth Cole is sold at higher end retailers like Nordstrom where Stacy Adams is not available. They target fashion conscious 20-30 year old men and women. They have a similar web presence to Stacy Adams in regards to imagery and personality. In 2013 KCP spent $8,438,638 on media as a whole. Total annual ad spending was $15.9 million according to Redbooks.com. Over half of the budget was used on magazines, followed by newspapers, internet and then outdoor. While this data isn’t for KCP Reaction specifically, it gives us an idea of how that money is distributed.

$15,900,000*

Aldo’s brand promise is: “Always up-todate with the latest trends from the fashion capitals of the world, and with an emphasis on quality and craftsmanship, Aldo is a brand for the conscious, selfaware shopper”. Aldo’s target market includes the Stacy Adams target, but additionally targets men and women aged 16-45 with a bold sense of fashion. Based on their target market and offerings, their target market is focused more on females than males. Aldo is also available at Nordstrom’s and on at nearcost sites like Zappos.

Calvin Klein is positioned as a leader in fashion design and marketing. According to their website, the shoe branch of the Calvin Klein label focuses not on the brand, but on the shape, material, and foundation of the shoe at a very middle of the road price point (starting at around $90.00 for their most basic shoe). Because they already have such a recognizable brand through their clothing line, their main focus is on matching the shoes with the image. Their imagery on their website, social media pages, and in their ads, all target men 18-30 years of age. However, it should be noted that on Calvin Klein’s shoe web page there aren't any pictures of models. Just the shoes. Even in the advertisements for Calvin Klein shoes only footwear is featured. Calvin Klein sells their shoes in Nordstrom, Macy’s, Lord and Taylor, and on 3rd party websites like Zappos. They increased spending 24% between 2012. and 2013. The most money was spent on magazine ads, with 70.6% of their budget allotted to this ($72,667,000). The next largest media spent on advertising was Network TV (9.7% or $10,000,200) and Cable TV (8.6% or $8,864,149).

$7,681,387*

Steve Madden is a mid-tier retailer and designer that offers a wide assortment of products, but focuses mainly on shoes. Steve Madden aims to provide their consumers with a unique way to express individuality. Steve Madden takes inspiration from rock 'n' roll, sex appeal, and urban edge lifestyle. Steve Madden targets men ages 18-40 who are fashion savvy and have a fun and individualistic spirit. Their shoes fall in the price range of $60-$200 but they have more variety in their shoe selection. Steve Madden holds a strong position in the industry and pays close attention to trends. In 2013, Steve Madden spent $965,161 in the U.S. on Internet, B-to-B magazines and radio.

$965,161*

$102, 902, 298*

*2013 figures, total ad spend

COMPETITIVE ANALYSIS T A K E A W A Y •

These companies feature very similar shoes and use cliché advertising; they are stuck in the brands they have established. Therefore Stacy Adams has the opportunity to differentiate itself to a new generation of professionals with spending power.

•

The competition is able to market their brand through their other products. They have the advantage of reaching consumers through multiple product lines.

•

At the same time, similarities in style between the competitors and Stacy Adams offers a potential to build an image around being comparable to top brands.

•

The competition is intense; a lot of money is being dedicated towards growing these brands. Stacy Adams, as a much less recognized brand, faces a major challenge in strengthening awareness.

SWOT Strengths • • •

Weaknesses Not as active in social media as some competition • Website needs more engaging content • Low quality/quantity of response to comments and ratings across the web • Lack of distribution and limited line impacts brand exposure •

Visible use of celebrity in marketing Expensive look without the price tag Fashion forward meets classic style

Opportunities

Threats

Strong parent brand that knows shoes inside and out • Sufficient room to gain market share • Trendy shoes afford the ability to use trendy and new media/marketing •

Heavy competition at a similar price point More established brands carry the loyalty and trust of young trendy consumers • Difficulty in breaking through the clutter • •

RESEARCH P RI MARY Our research was based on informal interviews, in-store interviews and online surveys with our peers. As members of our target audience we decided that these methods would yield the most honest and helpful responses for our purposes. Focus groups were conducted in popular social environments where our target market was most likely to be found. We conducted four focus groups that consisted of 4-8 people each as well as one-on-one interviews from which we were able to collect qualitative data. Furthermore we received 47 online survey responses to find out more about the media consumption and buying habits of our target market. By the end of our qualitative research we had a pile of 84 sticky notes filled with valuable insights, in other words, a stack of pure research gold.

20 47 84

focus groups

RESEARCH P R I M A R Y

Comfort • The amount of online reviews and their content is important, for online and in-store. — so how do you manage this and the trying shoes on comment as part of your strategy? • Do not wear something that’s uncomfortable for the sake of fashion • Trying shoes on is important • When comparing two similar style shoes, comfort is the deciding factor

R E S E A R C H

F I N D I N G S

overall

Comfort • Many guys buy shoes online, but only if they know they will be comfortable & trust the brand. Trust needs to be built before customer can be confident to buy online

Affordability • Durability is important. • Buy 3-4 pairs of shoes per year • Only own one or two pairs, don’t buy them regularly • Good prices/deals can change this

Affordability • Men want to buy shoes that are more durable but won’t hesitate to spend a little more if they really enjoy the shoe. Therefore, the importance of style and affordability can be interchangeable on the level of importance

Style • When getting dressed in the morning, the shoe isn’t the first priority, but they’re definitely considered • Shoes that match with the most outfits are ideal. • Dress casual for work and important events, not day to day • Think it’s a future style concern to have nice shoes. • More brand recognition of their bosses luxury brands, e.g. Gucci, Burberry • Shoe buying efficiency: shoes that can be worn out as well as casually • Calvin Klein is a top brand in the eyes of the target market

Style • Guys who have a lot of shoes, tend to say they are crucially important to an outfit. They would change parts of their outfit to match their shoes • Some consider shoes a collectible item • Fashion conscious guys judge their friends on what they wear when they’re out. They are leaders of fashion in their social circle • Guys base outfits on the occasions - they aim to buy shoes that work for multiple outfits and occasions • Won’t hesitate to spend a little more if they really enjoy the shoe

RESEARCH O N L I N E

R E S E A RC H STAT S

95% 57% 42%

purchased a prefer to spend agree to having their pair of shoes in between $50-$100 own sense of style the last 6 months for a pair of shoes and flare 9

RESEARCH INSIGHT S EC O N DARY RES EARC H

M I LLE N IAL D ECISIO N FAT IG U E

In researching millennial buying behavior we discovered the work of Robin and Samantha Henig. While writing the book Twenty Something, the Henigs' discovered noteworthy millennial behavior. They discussed major stressors of millennial consumers. Two causes being: Fear of Missing out and “Decision Fatigue.” Decision fatigue says that in today’s society we face overwhelming options for things to wear and do. With the onslaught of societal pressures stemming from social media, its often overwhelming. The answers that survey takers gave us during our field study confirmed the existence of “Decision Fatigue” for millennial’s. We noted concerns when choosing shoes that included the following: Going out of style, not being versatile, not being comfortable and being affordable at their stage in life. Most shoe marketing focuses on comfort and style. This campaign applies the research. This meant introducing a new criteria for shoe buying. This brand is going to be versatile. It is a timeless style that'll be comfortable in any setting. A shoe that won't cause buyers remorse.

Henig, S. (2013). Twenty Some Thing (1st ed., Vol. 1). Chicago: Plume.

GOALS & SOLUTIONS 10% Grow revenue by 10% Occupy a new space in the and increase the mind of the target audience that percentage of dress Stacy Adams is the best choice casual sales by 20% in for a busy, thriving, fashion2015. forward millennial man.

Stacy Adams is going to “solve” consumer fatigue by offering a solution to the problem “what am I going to wear?”

We want them to feel confident and versatile with the shoes they’re in. We want them them to feel like a daily weight has been lifted off their shoulders. We are the solution for their consumer decision fatigue. 11

WHO TA RG E T

25-30 year old

A U D I E N C E

FASHION-CONSCIOUS

men in

METROPOLITAN AREAS

WHO

CP ORNOS FU M E R I L E

CONSUMER PROFILE “Stacy” is a recent grad eager to get ahead in the business world. He’s a busy professional who lives in downtown Chicago. He enjoys his work, but also enjoys the nightlife the city has to offer, going out 3-4 times a week. Stacy is exceptionally social, both online and in person. He is engaged with the city he lives in, and enjoys being an integral part of the social scene surrounding him. Stacy cares a lot about the way he looks and dresses, but has a strict budget. He’s constantly on the lookout for stylish clothes at an affordable price. Stacy believes his shoes are a key part of his outfit and always has them in mind while shopping and getting dressed in the morning. Social media is an integral part of Stacy’s life. He likes keeping in touch with his friends and staying up-to-date with what’s trending. Stacy is an early adopter and considers himself a trendsetter. Often, he is the first in his group of friends to discover new products and advancements.

POSITIONING For young men between the ages of 18-30 who are passionate about owning a contempo!ry and trend-setting style, Stacy Adams oﬀers the best choice for fashionable shoes that inspire conﬁdence, and can be worn for any occasion.

Shoes that inspire conﬁdence for any occasion. SINGLE-MINDED IDEA 14

PRINT In February and October, Stacy Adams will have one full page, color advertisement in both GQ and Esquire magazines. These will be regionally focused around New York. GQ and Esquire are both menâ&#x20AC;&#x2122;s fashion magazines that focus on style and entertainment. The readers of both magazines are the prime target audience for Stacy Adams shoes. February was a chosen month for the advertisements for New York Fashion Week.

GQ - Circulation

Esquire - Circulation

1,924,355

~2,000,000

OUTDOOR

L O S

A N G E L E S

Strategy – Billboards will be placed along major interstates that generate heavy traffic to expose the Stacy Adams name to commuters throughout the year. Rationale –The billboards will be displayed throughout March, LA’s fashion week and month, as well as in October, as trendy professionals are looking to buy new apparel for the changing seasons.

BILLBOARD

OUTDOOR C H I C A G O Strategy â&#x20AC;&#x201C; In Chicago, Metra train wraps will be utilized in February and again in October to appeal to men while commuting to work. Rationale â&#x20AC;&#x201C;The months of February and October provide ideal timing to catch young professionals attention as they are looking for spring and winter attire, respectively.

OUTDOOR N E W

Y O R K

C I T Y

Strategy –Subway stations will be the focus of our New York campaign. The concentration will be on station domination at popular stations throughout the month of February, New York’s fashion month. Rationale –Dominating a station will bring Stacy Adams to the forefront of young commuters minds throughout the month of February, right as fashion is everywhere around them.

SUBWAY TAKEOVER

STATION DOMINATION

SOCIAL MEDIA Stacy Adams social media will be positioned as a style, career and social coach. The ultimate goal is to get the audience to associate the Stacy Adams brand with more than just the shoe. We want them to relate to the brand on a more personal level. Social Media is the only type of media that allows brands to have 2-way communication and engagement with their audience - fostering relationships.

BLOGGING Strategy â&#x20AC;&#x201C; Provide fashionable bloggers from Stay Classic, Instagram and Buzzfeed sample shoes to promote the Stacy Adams brand. Rationale â&#x20AC;&#x201C; The trendy young professionals that fit into the Stacy Adams target audience are the same type of audience that can be found following and reading these blogs- it is a great opportunity to promote the brand in a natural way.

BLOGGING

BuzzFeed Blogs effectively reach our consumers who are actively seeking ways to be fashion forward. Buzzfeed in particular is a great medium to appeal to the Stacy Adams target demographic. By writing meaningful blog posts that fit organically on the website,(such as fashion quizzes and blogs offering advice) we will use Buzzfeed to build brand awareness and a more prominent social media presence. 26

SNAPCHAT 3

Snapchat is a newer form of social media that allows users to take ‘snaps’ and send them to their followers. In the past year Snapchat has grown into a media sharing service for major events around the world. In just the last few months it started featuring advertising in the form of short videos and images. These ads are sent out to every Snapchat user’s feed where they are given the option to click the ad. Most Snapchat users will tell you that they don’t like having their feed filled with unclicked snaps (even promotional ones), the result is often a deliberate choice to view promotional content. Provided that the content is entertaining, users will check back on the feed throughout the promotional period. Advertising on Snapchat is a more direct and relatively inexpensive medium to appeal to our target audience.

Second stop at #NYFashionWeek

During NY Fashion Week, we will have a small Stacy Adam’s team that will be taking and sending snaps of their time during the week out to our target market with the Snapchat app. This will all be collected by the Stacy Adams snapchat team and combined into a formal Snap Story.

Active Users

Snaps / Day

100 million

400 million

Source: http://expandedramblings.com/index.php/snapchat-statistics/

STACY ADAMS WEBSITE

Using our single minded idea and our tag line, we came up with an idea for a Youtube series called "Style goes Anywhere". The documentary style series will feature one young man per episode talking about his profession, life, and style. The professions covered would vary significantly to show that Stacy Adams can go anywhere and be worn for a variety of professions and occasions. We decided that a documentary style series that focused more on how the shoes can be worn, and less about why, would be a more engaging and organic way to reach our target. Each Youtube episode will be featured on the Stacy Adams website in profiles about the men in the video, and their style. That way the videos tie back to the product and brand more directly. These profiles are also a great way to show other Stacy Adams products and the different styles the brand has to offer. See Patrick’s story at: https://www.youtube.com/watch? v=ICB6SpjBrgM&feature=youtu.be

Music will always be an important part of daily life. But the way that we listen to music has been rapidly changing over the last few years, especially for our target audience. Online radio services like Spotify and Pandora allow listeners to put on their favorite genres, artists, playlists and specific songs (with intermittent audio/visual ads) through the userâ&#x20AC;&#x2122;s computer or mobile device. By targeting the online stations that play the music our target listens to, weâ&#x20AC;&#x2122;ll have an opportunity to expand the reach of the Stacy Adams brand beyond most traditional media. This method is particularly effective for our target audience because of the nature of their musiclistening habits; millennials will often put on a playlist or a Pandora station that they will listen to continuously. This results in longer ad retention and therefore better brand recognition. Weâ&#x20AC;&#x2122;ll be running :30 ads continuously throughout 2015 on both Spotify and Pandora. Spotify Monthly Users

Pandora Total Listening Hours Feb 2013 - Dec 2013

15 Million

15.3 Billion

The ads above will be displayed while the audio plays 30

http://evolver.fm/2012/07/31/spotify-hits-4-million-paying-users-but-how-many-people-really-use-it/ http://www.statista.com/statistics/190975/listener-hours-of-music-streaming-service-pandora-since-2009/

ONLINE NEWSPAPERS Strategy – The advertisements will be cubes and leaderboards across the LA Times, Chicago Tribune, and NY Times mobile and desktop sites. The ads will be featured on the website’s Culture/Lifestyle, Business, and Financial sections. Rationale – Young professionals are interested in, and expected to, keep up with current affairs and major industry events. That being said, our three main markets have websites with sections that appeal exactly to the young and trendy professional.

ONLINE NEWSPAPERS

New York Times 200,000 over 5 days, $14.39 CPM, Cube, Leaderboard. NYTimes.com is a top news website that boasts 28 million unique visitors each month as well as engaging them in the content online. Again, we will be targeting the Business and Financial sections. 32

ONLINE NEWSPAPERS

Chicago Tribune 50,000 Impressions over 30 days, $13.33 CPM, Cube, Leaderboard. This is another local option that we picked because it will help raise awareness in Chicagoland area among one of their target audiences, the young trendsetter, who “[doesn’t] follow the crowd; the lead it.” 33

ONLINE NEWSPAPERS

Los Angeles Times 150,000 impressions over 5 days, $14.00 CPM, Cube, Leaderboard. We will be featuring our ads on their websiteâ&#x20AC;&#x2122;s Culture Monster, Business, and Financial sections to target the young businessman. 34

HOW MUCH? Production Budget

$234,000

6 Stacy Adams Videos

$90,000

1 Billboard

$12,000

Snapchat Story

$5,000

2 Backlit Train Ads

$15,000

1 Train Wrap

$50,000

3 Posters/Print Ads

$20,000

3 Online Ads

$15,000

30 Sec Video Ads

$20,000

30 Sec Radio Ad

$7,000 35

WHEN & WHERE? Media Plan 2015

Brand: Stacy Adams Budget: $1,000,000

Month

January

February

March

April

May

June

July

August

September

October

November

December

Total

Guerilla Stacy Adams Videos Paid Instagramers Organic Online BlogsBuzzfeed

$1,000.00

$25,000.00

StayClassicBlog

$25,000.00 $1,000.00

Snapchat

$1,000.00

$2,000.00

$64,000.00

$30,000.00 $1,000.00

$55,000.00

$5,000.00

$4,000.00 $30,000.00

$1,000.00

Newspaper (website) LA Times New York Times

$6,300.00 $4,000.00

Chicago Tribune

$8,000.00

$4,000.00

$2,000.00 $4,000.00

$6,300.00

$37,800.00

$4,000.00

$28,000.00

$2,000.00

$16,000.00

$12,300.00

$75,800.00

$4,000.00

$16,300.00

$4,000.00

$10,300.00

$12,300.00

$12,600.00

Magazine GQ

$44,700.00

Esquire

$32,500.00

$44,700.00

$89,400.00

$44,700.00

$121,900.00

$32,500.00

$77,200.00

Web Spotify

$2,000.00

Pandora

$2,000.00

$24,000.00 $24,000.00

Social Media

$10,000.00

$120,000.00

Youtube Ads

$10,000.00

$120,000.00

Hulu +

$10,000.00

$120,000.00

$34,000.00

$408,000.00

Outdoor LA- Billboard

$30,000.00

NY- Subway Ads

$27,500.00

Metra train wrap

$15,000.00 $42,500.00

$10,000.00 $2,500.00

$2,500.00

$50,000.00 $2,500.00

$15,000.00 $2,500.00

$10,000.00

$2,500.00

$27,500.00

$37,500.00 $30,000.00

$2,500.00

$87,500.00

Total Media Cost

$757,200.00

Total Production Cost

$234,000.00

OVERALL COST

$991,200.00

SIMPLIFIED. . .

DID IT WORK? ... SHOE SALES Percentage increase for dress casual sales, overall growth of revenue, share of market

SOCIAL MEDIA Monitor feedback as well as increases in Likes, Followers, Subscribers and Conversations

WEBSITE TRAFFIC Mouse movement, click through rates, website visits for measurement / effectiveness

CONCLUSION Major shoe brands have been recycling the same old ideas for years hoping to maintain their prominence as a new generation of spenders rises to power. Now is a prime opportunity to establish a new brand image for Stacy Adams while maintaining the heritage that goes along with the name. This means introducing consumers to a new factor when buying shoes and reducing the “decision fatigue” we discovered our audience has been feeling. The world moves quickly. Staying up to date with what’s fashionable these days requires time and energy, and our audience does just that. Therefore, effectively advertising to them requires a lot of time and energy to keep up with their habits. This book outlines a plan that can not only keep up with them, but stay one step ahead of them, because style goes anywhere.

APPENDIX Candidate Screening Questions 1. Are they male? 2. Are they 18-25 years of age? 3. Do they consider themselves fashionable/ do they care about fashion? 4. Have they purchased a pair of shoes in the last 6 months? (If no, why?) 5. How much do they spend on an average pair of shoes? ($50-$150)

Online Survey Questions 1. Are you between the ages of 18-25? 2. Male or Female? 3. Have you purchased a pair of shoes in the past 6 months? 4. How much do you typically spend on dress shoes? 5. How fashionable would you say you are? 6. Would you buy a pair of shoes endorsed by a celebrity? 7. Do you have any fashion icons? 8. Do you like buying new shoes? Why or why not? 9. Do you brag about your fashion/fashion purchases in person or via social media? 10. Do you usually buy shoes? What kind of shoes do you have the most of? 11. What shows do you watch? Magazines? Websites? Blogs? Twitter Accounts? 12. Describe your favorite pair of shoes.

Focus Group Questions 1. What are the key things you base your outfit on? (Comfort, Convenience, Occasion, Fashion, Other). 2. What was the last type of shoe you bought? 3. When was the last time you bought a pair of dress-casual? 4. What excites you most about a shoe purchase? 5. What are the first four brands of shoe that come to mind when I say fashion? 6. What would you expect to pay when buying this pair of shoes? (present picture) -OR- What would you be willing to pay for a pair of fashionable leather shoes? 7. Where do you usually buy your shoes? 8. Who do you think buys these shoes? 9. How much do you think they are? 10. Would you consider buying these shoes ? 11. Who is your style icon? 12. What kinds of people/brands/accounts do you follow on social media? 13. Do you plan your outfits and then match your shoes or do you plan your outfit around your shoes? 14. When I say fashionable, what kind of person comes to mind? Celebrities?

In-Store Interviews Questions 1. Why are you here today shopping for shoes? Whatâ&#x20AC;&#x2122;s factors are important to you when buying shoes? 2. What are the key things you base your outfit off in relation to your shoes? (Comfort, Convenience, Occasion, Fashion, Other). 3. Why are they buying shoes? (do they need to be replaced, are they out of style, are they seeking more styles?) How many dress shoes do they own? 4. A new pair of shoes makes me feel like _________. Do you like your shoes to make you stand out or fit in? Why?