Stripes & Checks 2015

Marketing & Advertising proposal

by Three Sixty Five 15th July 2015

PROPOSED LOGO OPTIONS

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Proposal by 365 DEGREES. 15th July 2015.

Proposal by 365 DEGREES. 15th July 2015.

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INTRODUCTION

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Proposal by 365 DEGREES. 15th July 2015.

Campaign idea 01: Personality‌ Made to Measure.

Campaign idea 02: Personalized Personalities.

Campaign to be executed within the next 2-3 months. Based on the outcome of the first 3 months we could decide if we are to continue up to 6 months or further. Within the first three months it is important that we analyze which media reflects better on the campaign idea in order to proceed with the same further.

Target Audience Primary: Local audience - Young Executives (Ages 35-50) working at corporates with a monthly income of Rs.120, 000.00 or more.

Secondary: Overseas Market.

Objective Therefore, our objective is to not only make an immediate sale through the advertising campaign alone, but to attempt to make an overall mindset change through educating this target audience (and beyond), of the importance of looking smart by wearing made to measure shirts.

And thereby, ensure top of mind recall for Stripes & Checks as the answer.

Proposed Media to be utilized for the campaign; 1. PR - not limited to print media 2. Online 3. Print - Press and Magazine 4. Radio 5. Outdoor 6. Activations 7. Social Media

Proposal by 365 DEGREES. 15th July 2015.

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CAMPAIGN ROLL OUT Week 1 to 4: Launch of campaign PERSONALIZED PERSONALITIES.

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Proposal by 365 DEGREES. 15th July 2015.

Branding Ensuring that all customer touch points are updated in terms of new campaign material.

PERSONALIZED PERSONALITIES concept to be taken across consistently.

The campaign must be effectively integrated. All customer touch points needs to work together for optimal results.

PR Press, Magazine and online to be covered. Commence the week before roll out of advertising campaign in English.

The message should state the importance of proper shirt fittings, styles etc., which suits each and every individual in different ways.

Press First month plan in terms of gauging customer response.

First week would be a heavy burst with bigger sizes.

The subsequent weeks will cut down to smaller sizes.

(Note: The following two months will roll out with establishing consistent smaller ads.

Budget on traditional media to reduce after the first month as a lead up to the activations where majority of the budgets will be then utilized.)

English Daily publications: Daily Mirror; Daily News; Ceylon Today Sunday publications: Sunday Times; Ceylon Today, Hit ad Magazine English LMD; Echelon; Hi; Bride and Groom; Brides of Sri Lanka etc.

Radio Yes FM, GOLD FM and TNL etc.

Social Media campaign: Wedding season specific etc.

Radio will feature a ‘dialogue’ between two people.

Vouchers to be given away.

Proposal by 365 DEGREES. 15th July 2015.

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CAMPAIGN ROLL OUT CONT...

Week 4

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Proposal by 365 DEGREES. 15th July 2015.

PR Feature - interview with Chairman/CEO - Print and Online (Online in terms of Stripes & Checks Shirts website and Facebook page).

Proposal by 365 DEGREES. 15th July 2015.

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CAMPAIGN ROLL OUT CONT...

Week 5 upto week 12

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Proposal by 365 DEGREES. 15th July 2015.

Activations We need to see how the overall PERSONALIZED PERSONALITIES campaign idea can be extended to the below ideas to ensure consistency of overall campaign thought.

1. Personality… Made to Measure.

At selected locations (E.g.: WTC, Crescat Boulevard, and at selected clubs etc.) to carry out activations where you have actual tailors taking measurements of men for their personalized shirts. A small booth with the material, POSM material can be placed at these locations as well.

2. Educating At selected locations to have demonstrations on different styles of shirts, material, collars and buttons etc.

3. Hoardings Creating live hoardings where you have actual tailors stitching shirts with Stripes & checks branding. E.g.: Closer to Hameedias, Shirt Works etc.

4. Advertising at sports club and night clubs Creating advertising space near urinals at nightclubs and sports clubs.

PR In the medium to long term: - Consider forums to speak at; LBR/ LBO - Consider relevant Radio programs/ TV programs to sponsor and consider airtime to ‘talk about’ the brand. Not just talk about the brand and products but more in terms of an educational angle.

For instance on Dialog TV (TLC, Setanta sports, ESPN, Star Sports etc.)

PR is about managing the reputation of a brand - by creating a rapport with the relevant parties…

It’s about getting people to talk about you. Ensure that you do things that will get people talking about the brand, the product, the campaigns, the activations – both online, and offline.

Word of mouth is key and Facebook is just one of the ways to get people talking.

Content needs to be built around the needs of the customer – making SEO more effective. Make their job easier for them – answer their question easier. Push more content that fuel social media – boosts SEO results.

Carry out Facebook competitions. Get people to post selfies with the shirts they got stitched by Stripes and Checks inc. A lucky winner will be announced once or twice a month. By doing this you keep engaging people with the brand and the product.

Proposal by 365 DEGREES. 15th July 2015.

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BY 365 DEGREES. 1245a, Rajamalwatte Road, Battaramulla.

15th July 2015.