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A SPECIAL THANKS
We would like to thank Professor Alessandro Cannata, our Collaborative Learning Center Coordinator Paul Runko, and the entire Kendra Scott Team. While exploring the many facets that bring charm to Kendra Scott’s brand we were able to develop a comprehensive experience that spoke to the beliefs of the brand. We are incredibly grateful for the opportunity to collaborate with both the Kendra Scott team and within our university. 2
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BACKGROUND Kendra Scott is a driven entrepreneur and a passionate designer who believes the sincerest form of success is giving back in a meaningful way. As a creative mind with a love of natural gemstones, Kendra designed her first collection of jewelry in 2002. The foundation of Kendra’s success has been her infectious energy, and entrepreneurial spirit, which took a $500 project in the spare bedroom of her home to a billion-dollar fashion brand loved globally. Since the beginning, Kendra has encompassed by the three core values: Family, Fashion, and Philanthropy. She created a brand and culture that authentically values both monetary donations and making a positive difference within the community.
THE BRIEF With collaboration in mind, Kendra Scott challenged the team to create a comprehensive, integrated marketing plan for the new charm collection. The Kendra Scott product will be an extension of the existing Color Bar. With the idea of customizing and creating something which is uniquely yours, the team focused on the charm collection’s embodiment of new unique options for the customer to create pieces which are fun and emotionally tie to their style. In ten weeks, a brand-driven campaign which implements the brand’s message encompassing the three core pillars: fashion, family, and philanthropy.
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THE TEAM We are a collection of SCAD students from a diverse set of industry and degree-seeking experiences including Design Management, Luxury and Fashion Management, Fashion Marketing and Management, Advertising, Film and Television, and Industrial Design. Housed in the school of Fashion, the associate chair of Luxury and Fashion Management, professor Alessandro Cannata led the team throughout this quarter long initiative. His guidance and leadership while administering the course kept the team organized and on target to accomplish the final deliverables.
ALESSANDRO CANNATA ASSOCIATE CHAIR & PROFESSOR LUXURY & FASHION MANAGEMENT MILANO, ITALY
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PAUL RUNKO PROJECT PARTNER ACCOUNT MANAGER, CLC NEW YORK, NY
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MICHAEL BOU-MAROUN MA DESIGN MANAGEMENT DETROIT, MICHIGAN
BRANDON CROCKER MA LUXURY & FASHION MANAGEMENT MINNEAPOLIS, MINNESOTA
CAROLINA GINORIO-RIOS BFA FASHION MARKETING & MANAGEMENT SAN JUAN, PUERTO RICO
JULIE SAMPSON BFA FASHION MARKETING PEPPERELL, MASSACHUSETTS
CAROLINE MICKLEY MFA LUXURY & FASHION MANAGEMENT AUGUSTA, GEORGIA
JANINA MISTECKY BFA FILM & TELEVISION FRANKFURT, GERMANY
SASHA MERL NORONHA MA LUXURY & FASHION MANAGEMENT DUBAI, UAE
HIMANSHI SHAH MA LUXURY & FASHION MANAGEMENT MUMBAI, INDIA
TORI PENAHERRERA BFA FASHION MARKETING & MANAGEMENT PHILADELPHIA, PENNSYLVANIA
MADISON OTTENBACHER MA LUXURY & FASHION MANAGEMENT FARGO, NORTH DAKOTA
KOMAL SANDHU MA LUXURY & FASHION MANAGEMENT MUMBAI, INDIA
ALEXANDRA VOLUM FOSTER BFA INDUSTRIAL DESIGN LIMA, PERU
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SHANIYA SHABRACH-ORTIZ MA LUXURY & FASHION MANAGEMENT BOYERTOWN, PENNSYLVANIA
CASSIDY SCHULTZ BFA ADVERTISING HOUSTON, TEXAS
EVAN SOLOMON MORGAN ZASLAVSKY BFA FASHION MARKETING & MANAGEMENT BFA FASHION MARKETING & MANAGEMENT CHEVY CHASE, MARYLAND OVERLAND PARK, KANSAS
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PHASE I When conducting primary and secondary research, the team was divided into three groups, Malachite, Amethyst, and Drusy, to complete ethnographic research. During this research, we were able to adequately understand the Kendra Scott customer and the brand position within the market. Based on the findings, each team decided on a mix of communication objectives to execute an overall approach to the launch.
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PRIMARY RESEARCH To reach a diverse audience, utilization of both online surveys and cultural probes were implemented to ask questions focused on the consumer purchase behavior within the fashion jewelry market. Questions which were proposed included “Why do you buy jewelry?” as well as brand relevant questions including “Do you recognize the Kendra Scott logo?” By conducting this survey of over 1000 participants the demographic segments reached ranged between 18-50 throughout the entirety of the United States.
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OTHER 5%
“
LE
-
$
15 7% 0
>%
INTERVIEW QUESTIONS
E
B
R
75
C
A
$
“
Why do you buy jewelry?
How much do you feel comfortable spending on fashion jewelery? 15 0 7%
“
Q&A
S TI EL O F 17 N %
SPECIAL OCCASION 34%
GIFTING 17%
UNDER $75 86%
1. What is your age and where do you live? RETAIL THERAPY 28%
2. Is accessorizing important to you? Explain? 3. Do you know who this is? (picture of Kendra)
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4. Do you recognize this logo? (show KS Logo) 5. What is your opinion of the Kendra Scott?
When asked about accessorizing... “Jewelry makes me feel pretty” “Accessories complete an outfit”
Do you recognize the Kendra Scott Logo?
59%
41%
YES
NO
“I like my jewelry to mean something” “Jewelry can say so much about a person” “Can make an outfit ready for night”
When individuals were exposed to the Kendra Scott Logo, they were then prompted to see if they recognized it.
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SECONDARY RESEARCH Through secondary research the team was able to conduct an in-depth competitor analysis. Ultimately, there was a better understanding of customer values, millennial values, and Kendra’s Key Success Factors.
COMPETITOR A N A LY S I S JAMES AVERY · 600 - 1000+ charm assortment
ALEX & ANI
· Price Point: $40 - $135 · Packaging: Red box with gold detail · Marketing: traditional ie. direct mail
· 100+ charm assortment · Price Point: $18 - $28 per charm · Packaging: Plastic box with lid
PANDORA
· Marketing partnerships with various organizations · 600+ charm assortment · Price Point: $25 - $455 per charm · Packaging: elegant ring box · Marketing caters to every customer · global presence
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MILLENNIAL VALUES WHENEVER, WHEREVER
LIVE & LEARN (WH)Y generation, self discovery, self expression
Forefront of digital technological change
CELEBRATING YOUTH
SHARING EXPERIENCES
Personal milestones vs. traditional milestones
Connect with brands who engage with their values
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TEAM
Amethyst After presenting initial research Team Amethyst pitched their overall idea for the launch: “Modern Muse. Modern Charm. Sincerely Kendra.” Team Amethyst focused on embracing diversity and celebrating the modern woman who believes in herself. Through charms, she wants to celebrate the milestones and achievements in her life. By emphasizing the personal nature of charms, Kendra Scott has the ability to highlight the individuality and independence of a woman who celebrates in the moment.
Modern Muse. Modern Charm. Sincerely Kendra.
The big idea infuses key elements of product, the modern consumer, and Kendra Scott. By defining these elements, a media plan centered around the celebration of passions was developed. The three points in which the media plan pivots is by celebrating milestones, encouraging personalization, and the embodiment of the modern woman.
CHARMS
Kendra Scott’s charms embody a fresh take on design. The collection is versatile in style allowing room for self-expression. Its distinct personality encompasses the modern woman.
CUSTOMER
The Kendra girl is confident in herself and celebrates her achievements. She is driven but doesn’t lose sight of others. She embraces change.
KENDRA
Kendra Scott is authentic, sincere and a culmination of the American Dream.
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Modern Muse. Modern Charm. Sincerely Kendra.
PROPOSED MEDIA PLAN PRINT · New York Magazine · Marie Claire · Teen Vogue
PRODUCT INNOVATIONS To enhance existing products the charm line would be incorporated into several silhouettes.
DIRECT MAIL · Special invites to key customers and influencer’s to pre-launch events · Re-engage customers
TRAVEL
SORORITIES
· City specific charms
· Philanthropy centered promotion
· Experience sharing
· National sororities
· Customer Engagement through
· In-store and website
influencer’s
MONTHLY MUSE
Hoop Earrings and the Phara necklace. Within the Elora Hoop Earrings, the charm would
MOD MUSE
be interchangeable at the base of the hoop where the stone currently lies. The charm
· Collaborate with diverse influencers
· Highlight modern female entrepreneurs on
enhancement of the Phara Necklace, the charm would be added to compliment the tassel at
· Communicate the collection’s
facets blog
message
· Share their accomplishments through charms
Two current silhouettes focused on the additional charm enhancement include the Elora
the end of the box style chain.
influencer’s to pre-launch events
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TEAM
Drusy
We can capture new and reignite exiting markets by connecting with our customer and add depth to the brand through storytelling. Our customer wants to celebrate her life while
The in-depth primary and secondary research reinstated team Drusy concept, for charms to be the ideal platform for the Kendra Scott customer to celebrate her milestones and passions. Our customer is confident, successful and fun-loving. She celebrates her everyday with the warmth and love the Kendra Scott three brand pillars stand for. Team Drusy call to action was to promote the purpose of buying charms by promoting self-purchase and gifting.
remembering her most cherished memories. The foundation of team Drusys’ integrated marketing communication plan was to ensure every stakeholder was part of the media plan to tell their story. By incorporating every integral component to reflect Kendra Scott’s three pillars of fashion, family and philanthropy, the teams marketing plan was directed towards increasing brand awareness and overall revenue growth of the Color Bar.
#MYKSTORY LIMITED EDITION
Let’s invite her tell her story, while also telling ours!
City charms exclusive to top 5 cities
INFLUENCER PROGRAM
Top 5 cosmopolitan cities
Create a charm exclusively for the KS employees
Showcase stories of each city through instagrammable walls
STORY #MYKSTORY
COLOR BAR
Color bar touch screen used to display inspiration pictures from Instagram
BIG IDEA Marketing Strategy
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Showcase her life milestones with charms in the stores
Special packaging #mykstory on pouch
Express milestones with charms Continue life stories with charms
KENDRA STORY
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MARKET STRATEGY MEDIA PLAN PRINT ADVERTISING
INFLUENCER PROGRAM - Partners with influencers from different tiers
- Vogue - Marie Claire
to celebrate Kendra Scott and promote their respective cities through Instagrammable walls
CHARMS: I N-S TO R E D I S P L AY ADDITIONS When attempting to tackle the issue of displaying the new charm collection within the stores, we noticed that the existing charms could not cater to these new shapes. Team Drusy initiated several new stands to best highlight the versatility of the charms and enhance the customer journey in stores to increase conversion. Following the initial presentation, the best design ensuring feasibility and glamour was developed to elevate the customer journey.
- Southern Living - Elite Daily
BROADCAST MEDIA - Get on the Ellen show
FOCUSED CONTENT MARKETING
CREATE A CHARM EXCLUSIVELY FOR THE KS EMPLOYEES
GREEK LETTERS
- Each social media platform targeting new and existing customer
OUTDOOR ADS - Store wraps to increase brand awareness to Kendra Scott yellow and medallion - Wild postings to build brand association to Kendra Scott yellow
KEEP UPDATING WITH “WOW” ELEMENTS
INCREASE SEO - Build Share of Voice through viral marketing - Build microsite to promote customization and versatility of charms -#KSStaffStyle- Promote Kendra Scott community to sell their story through charms
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SEPARATORS AN EXCLUSIVE CHARM FOR EACH TA R G E T E D C I T Y 27
TEAM
Malachite
Team Malachite utilized the guerrilla marketing techniques that Kendra Scott embodies in order to drive sales and create buzz about the new charm launch. They targeted key influencers with a strong social media presence and following. By inviting them to launch events and other Kendra inspired initiatives, Team Malachite hoped to create excitement around the charms. The team wanted to focus on the meanings of the charms and utilized these influencers in top cities across the United States to accomplish their goal of broadening Kendra Scott brand awareness.
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#ShowYourCharm While brain storming about the Big Idea, Team Malachite focused on the word “charm�. Each charm had a different meaning to it. What better way to launch a new line for a Southern jewelry designer than to highlight Kendra’s charm bring Southern Charm to the new markets and encourage her customers to share their charm.
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LAUNCH EVENT To launch the new charm line, Team Malachite planned a Brunch in the Garden at Laguna
SORORITY CHALLENGE
Gloria in Austin, TX. With an exclusive guest list inviting influencers, industry leaders,and key magazines, the focus of the event is to engage the guests to explore and share their experiences through different platforms. Opportunities would include a photo wall, polaroids of Kendra’s family, and personalized charms for guests. The excitement and the buzz of the new charms launch continues through viral marketing of event videos and social media posts.
Team Malachite proposed a challenge to reach the Sorority market.
IN-STORE LAUNCH EVENT
Giving six different sororities a budget, guidelines to stay on brand, and allowing them to have creative freedom under the umbrella idea of #ShowYourCharm. The six sororities would use their philanthropic event to raise money for their chosen cause. Whichever sorority raises the most funds, Kendra Scott will donate a portion of proceeds from the Charm Collection for one day to the sororities philanthropic cause.
To mirror the event during the launch of
the Charm Collection, Kendra stores would host a similar experience for their guests. The event would involve charms on glasses, Snapchat filters, small hors d’oeuvres, and flowers within the store.
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PHASE II The three teams pitched to the Kendra Scott Team. While each concept explored innovative concepts; the Kendra Scott team chose for the CLC team to further develop Team Malachite’s initial concept of #ShowYourCharm while implementing additional details from Team Amethyst and Team Drusy. At the conclusion of phase one, the team divided into sub-groups focused on Product Enhancement, In-Store Display, Customer Experience, Events, CRM and Loyalty Programs, Traditional Media, Guerrilla Marketing, Social Media, and Media Production.
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EVENTS Host elite events to excite customers about the new charm collection while creating product knowledge and brand awareness.
GUERRILLA MARKETING Create unexpected and interactive experiences to raise brand awareness, logo recognition, and brand values.
MEDIA PRODUCTION Create footage that embodies the Kendra Girl and creates excitement around the new charm collection.
FUNCTIONS TRADITIONAL MEDIA Utilize print material to display product knowledge and brand lifestyle.
DIGITAL AND SOCIAL MEDIA Integrate Social Media into every aspect of the campaign to create conversation.
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IN-STORE D I S P L AY U S E R EXPERIENCE Create touchpoints for a unique in-store experience. Display charms in an organized and engaging way.
PRODUCT ENHANCEMENT
PHASE III The CLC Team presented concepts to the Kendra Team developed in Phase II through a video conference. Based on feedback, the team suggested delving deeper into the semantics of each idea. The time frame, costing, metrics, and feasibility heavily explored during our final phase. We all worked together to organize our thoughts into Pre-Launch, Launch, and Post-Launch.
Highlight each charm meaning and create innovative designs to enhance the already existing charm collection.
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“While creating the charm collection, I was inspired by the loved ones around me. I was drawn to the details - their ability to walk confidently in their own beauty, the wild unstoppable force, and their willingness to love fully and fearlessly. This new collection is an extension of the charm that lives inside us all.�
#SHOWYOURCHARM
PRE-L AUNCH In order to create buzz around the new charm collection, we decided to concentrate on prelaunch activities and marketing opportunities. These deliverables will utilize all forms of media and marketing - including emails, social media, video teasers, and guerrilla marketing tactics.
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LACMA LIGHTS
S AT U R DAY, AU G U S T 1 1
HOW IT WORKS
By using RGB floor lamps, the installation lights would be turned off and the floor lamps would Utilizing the Urban Lights in LA, Kendra’s Team would partner with Artist Rights Society to raise awareness for melanoma. Chris Burden created the installation in 2008
light the entire installation yellow. The event would take place for one night. Utilizing three projectors, the hashtag Show Your Charm along with the Kendra Scott Logo would intrigue the users to visit social platforms to understand the sudden change. Creating a Snapchat filter for the event will invite users to share their experience on social media.
and passed in 2015 due to melanoma. This is an opportunity for Kendra Scott to raise brand awareness, while shining a light on her philanthropic pillar within her company.
Costing: six color changing lamps- $1,950, three projectors- $12,000, snap filter- $140 total cost- $14,100
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KENDRA CARES UP HIGH
S AT U R D AY, AU G U S T 2 5 To create brand awareness and reach new customers, The Kendra Scott Team would partner with Children’s Miracle Network to raise awareness for childhood cancer as well as
Through Instagram, the reach of each post will be measured based on the photos shared through the hashtag of Show Your Charm. Customers are then able to continually share the charm of the Kendra Cares Up High by bringing a photo of the balloon into the Los Angeles stores. After showing pictures, the Kendra Scott store will donate a portion of each purchase to the Children’s Miracle Network.
the expansion of the Kendra Cares program within several children’s hospitals in the U.S. This balloon would be reusable for later events. Costing: 10 week build time - balloon- $50,000, Crew- $3,000/day, municipality- $1,500 Approximate total cost: $55,000
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US OPEN
F R I DAY, S E P T E M B E R 7 An event-based during the US Open Tennis Tournament at Loosie Rouge in Brooklyn. This colorful and playful outdoor environment, working with the Kendra Scott aesthetic. The guest list for this event includes socialites, tennis players, and affiliates. This modest scale event will have different networking and photo opportunities, allowing people to become familiar with the brand and excite the customer about the hashtag Show Your Charm.
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GUEST LIST
A Snapchat filter will be used to track social media
KENDRA SCOTT
#ShowYourCharm
Not all guests listed
Steffi Graf Fiona Byrne Alyssa Coscarelli Nicole Hanley Stephanie Nass
usage. This filter integrates the brand persona and the restaurant.
The invitation for brunch is a direct mailing that mirrors the colorful and playful atmosphere at Kendra Scott and Loosie Rouge.
Elizabeth Kurpis Alessandra Brawn Harley Viera Newton Selby Drummond Atlanta de Cadenet
ELIZABETH KURPIS
Former tennis player Steffi Graf, married to current tennis player Andre Agassi is an example of a guest that would attend our event. She is not only an incredible tennis player, but a huge player in philanthropy. She established her own foundation, Children For Tomorrow, to raise awareness for children who are raised around wars, daily violence and loss of their families.
Elizabeth Kurpis is a New York fashion lawyer. She devotes much of her time as an event organizer to charities like Memorial Sloan Kettering Cancer Center where her mother fought but ultimately lost her battle with Leukemia. She is a self made women who has reached new levels of success at only 32.
KENDRA SCOTT invites you
Several photo opportunities will be available at the event to encourage guests to share their experiences on social media. This event will launch the start of the social media hashtag Show Your Charm.
Costing: location- free, food- $1,300, drinks- $900, florals- $700, photo wall- $100, photographer- $1,200 Dimensions: invitation- 6�x4� 110 lb paper
Kick Kennedy Gaia Matisse Sofia Sanchez de Betak Caroline Vreeland Arden Wohl
TO A US OPEN BRUNCH at LOOSIE ROUGE FRIDAY SEPTEMBER 7 at 11 AM 91 S 6th St, Brooklyn, NY 11249
tennis rackets not required
STEFFI GRAF Costing: All attendees will be given gifts
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NYFW
F R I DAY, S E P T E M B E R 1 4 This up-scale cocktail hour, hosted at one of New Yorks premiere rooftop restaurants, Mykonos Blue celebrates female entrepreneurs and promotes women empowerment by encouraging them to network and foster relationships with like-minded women. It is critical for Kendra Scott to be a part of New York Fashion week in order to build brand
To reach a broader audience and create curiosity, we will be sharing snippets of the event on the Kendra Scott Instagram Stories.
awareness as well as embody the brands fashion pillar. Guests will have the opportunity to take home custom polaroids taken of them throughout the event. A yellow flower wall provides additional interactive elements for the attendees to enjoy. This element allows us to track social engagement and use of the hashtag.
Costing: Snapchat filter- $5, Approximate event cost: $4,200
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GUEST LIST Through and empowering guest lists we are able to reach an audience within the luxury market and foster relationships that will build brand image. Guests will include: 50 person event, some guests would include... Genevieve Gorder – Interior Designer Hana Getachew – Textile Designer, Bolé Road Diana Yen – Food Stylist, Author - The Jewels of New York Samin Nosrat – Chef, Author - Ciao Samin Thao Nguyen – Musician, Songwriter - The Get Down Stay Down Mariam Paré – Artist, Designer, Speaker Frances Palmer - Potter - Frances Palmer Pottery Natalie Chanin - Fashion Designer - Alabama Chanin Jonna Twigg - Bookbinder - Twiggs Bindery Jodie Patterson – Beauty Entrepreneur - Doobop and Georgia
MEDIA
By inviting media coverage such as: MarieClaire Elle Glamour Harper’s Bazaar Vogue TeenVogue.com New York Mag InStyle Shape People LA Magazine Darling Fashionista.com Kendra Scott will not only gain free publicity but the brand will be recognized as a symbol of woman empowerment.
Costing: location- $3,900 invitation- $125, DJ- $1,850 Dimensions: invitation- 5”x3.5” 110 lb with gold foil and letter pressed
HORS D’OEUVRES
Below are examples of food that will be found at the event:
Oysters with Serrano Chile, Avocado and Cherry Tomatoes Shrimp Cocktail Grilled Prosciutto-Wrapped Figs with Blue Cheese Upside-Down Mushroom Tartlets Baked Brie with Pecans Smoked Salmon and Cream Cheese Tart Costing: appetizers, $1,400, drinks- $1,250, florals- $1,900, flower wall- $2,300, polaroid cameras- $640, polaroid film- $380 Dimensions: 3.5”x6.5” 110 lb paper with gold foil and letter pressed, flower wall- 5.9’x7.8’
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Instagram Live is being utilized to promote styling tips for New York Fashion Week. Naomi Davis (@taza) following is mostly New York-based, by incorporating her husband (tiesandfries) in portions of the video the concept of gifting is reinforced to entice the male shopper.
Costing: influencer instagram live- $6,500, Snapchat- $20 Approximate event cost: $20,200
FACETS To incorporate Kendra’s already existing Fashion Blog, Facets, Kendra Scott will highlight Geneive Gorder, a successful interior designer, and television host. A post will coincide with NYFW to further present the message of women’s empowerment.
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TEASERS The teaser commercials are to be launched a few days before the main fashion commercial. The purpose of the teasers is to instigate the sentimental purpose behind buying charms. The variety of teasers is to promote the self-purchase and gifting aspect of buying jewelry by showcasing the story of our Kendra Scott woman but also to the man who buys for our women. By showcasing the different moments to celebrate life, we encourage customers to tell their story and engage in the plethora of buying charms. The teasers promote buzz around the new collection, capture the beauty of expressing one’s personality through jewelry, reach new audiences and highlight building relationships through celebratory moments. 54
TEASER 1
W E D N E S DAY, SEPTEMBER 19
Embodies the confidence and glamour when wearing Kendra Scott charms.
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TEASER 2
S AT U R D AY, SEPTEMBER 22
TEASER 3 M O N DAY, SEPTEMBER 24
Symbolizes the unforgettable moments in life that we want to relive and share with our Showcases the gifting aspect and highlights the everyday celebratory moment between loved ones.
friends who are like family.
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C ATA L O G U E
EMAIL F R I D AY, S E P T E M B E R 1 4 To reach Kendra Scott’s current core customer as well as expand their market to the LA millennial, the brand will utilize a catalogue, wild postings, and emails. The catalogue will be a staple in each store on the Color Bar, as it combines color bar classics while introducing the charm collection, and showcasing styling tips. The pre-launch email utilizes photos from the catalog to hint at the new collection and excite the customer for what’s to come. The Wild Postings in LA will be close to the Santa Monica Boulevard store in an high foot traffic area, which will increase brand awareness as well as showcase aspects of the new collection.
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WILD POSTINGS
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INFLUENCER
Jennifer Lake
Jessi Afshin
· @jenniferlake · Chicago, IL · 150K Followers on Instagram · cost per post $360 - $600
· @jessi_afshin · Austin, TX
· 292K Followers on Instagram · cost per post $660- $1,100
Rachael Russell
Ashley McClellan
· @rachael.russell · Miami, FL
· @nashvillewifestyles · Nashville, TN
· 19.3K Followers on Instagram · cost per post $90 - $150
· 69.5K Followers on Instagram · cost per post $210 - $350
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PROGRAM
Sazan Hendrix
Ashley Weddington
· @sazan · Los Angeles, CA · 1M Followers on Instagram · cost per post $1,500 - $2,500
· @astyledmind · New York, NY
· 12.4K Followers on Instagram · cost per post $65 - $110
Naomi Davis
· @taza
Shalice Noel
· New York, NY · 436K Followers on Instagram · cost per post $990 - $1,600
· 216K Followers on Instagram · cost per post $488 - $820
· @shalicenoel · Los Angeles, CA
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LAUNCH While this launch differs from most, as it is a capsule collection and an addition to the color bar, our team wanted to give the collection its own identity. We worked to capture the uniqueness through a large WOW event, traditional and digital media marketing, in store experiences and displays, and a full fashion film highlighting the charm collection.
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LAUNCH EVENT S AT U R DAY, S E P T E M B E R 2 2
The purpose of the Launch Event is to invite influencer and media to come celebrate the launch of the new charm collection. It will be hosted in the beautiful California hills at Serendipity Gardens in Oak Glen, California. The event will give guests the opportunity to take photos, interact with different components throughout the event, and most importantly celebrate by enjoying dinner, drinks and live music. The attendees will be showered with goodie bags and at the end of the evening, the sky will light up with Kendra Scott branded lanterns.
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GUEST LIST 150 person event, guests would include... Ashley Weddington: A Styled Mind Mustafa Kacar: Astute Attire Naomi Davis: Love Taza Sazan Hendrix: Sazan Shalice Noel: Shalice Noel Tiffany Ma: Miss Tiffany Ma Rachel Russell Saiger: Style Saves (Nonprofit) Jennifer Lake: Style Charade Jessi Afshin: The Darling Detail Coco Bassey: Millennielle Julia Engel: Gal Meets Glam Ashley Houston: Nashville Housewife Styles Christine Andrew: Hello Fashion Audree Lopez: Simply Audree Kate Grace Atwood: The Stripe Jennifer Gerard Wilson: Modern Ensemble
MEDIA MarieClaire Elle Glamour TeenVogue.com New York Mag InStyle Shape Martha Stewart Weddings The Knot People Siempre Mujer LA Magazine Darling Fashionista.com
Blake Von D: Blake Von D Angel Rayca: The Craving For Travel Style Andi Eaton: Oi We Andrea Pion: A Slice of Pi Olivia Jeanette: Olivia Jeanette Olivia Watson: LivvyLand Camille Styles: Camille Styles
Costing: invitation- $400, influencers- gifting element, location- $19,600, invitation- $400 Dimensions- invitation- $3.9”x2.7” 110 lb paper with gold foil and letter pressed
Costing: table settings- $540, chairs- $375, florals- $3,400
PACKAGING
INVITATION The invitation will consist of a branded yellow passport that highlights
Option 1
the aspect of travel. The invitation will include a specially crafted
YOU’RE INVITED!
Kendra Scott medallion key chain.
Option 2
Here you will find option 1 and option 2 of how the invitation will be sent and delivered. Option 1, a more sustainable option considering the recyclable cardboard, will be sent as is. Option 2 would require an exterior shipping box but offers a more luxurious experience. Either box will contain the invitation, key chain, Color Bar product and a candle. Costing: leather passport- $4,195, key chain- $960 Dimensions: passport holder- 4.9”x3.465” yellow leather, charm- 2” bronze plated metal
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Costing: option 1- $250, option 2- $330, color bar item- $$2,250, candle- $1,125 Dimensions: box option 1- 10”x10”x4” cardboard, box option 2- 9.25”x9.25”x7.25” craft paper cardboard and corrugated paper, outside box-10”x10”x8”
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drinks blueberry mint julep
dinner
These three walls will give guests the opportunity to interact with each other and highlight those instagrammable moments. The step and repeat will be placed at the entrance while the chalk and light walls will be inside of the event. The chalk wall will invite guests to come and share their passions with others. The light wall creates a unique photo opportunity with the hash tag.
appetizer
Balsamic roasted beet salad
Bourbon, simple syrup, mint blueberry puree, mint leaves, blueberries
malibu sunset cocktail Malibu rum, pineapple juice, grenadine, maraschino cherries, slice of pineapple
blueberry whiskey lemonade
entree Seared salmon, asparagus, sage brown butter squash Grilled brick chicken, cauliflower puree, harissa carrots
Fresh blackberries, whiskey, lemon juice, blackberry simple syrup, rosemary sprig
Pumpkin and sage risotto
sparkling honey bee
dessert
Vodka, honey, dried lavender, seltzer water, lemon slices
rosemary maple sour
Lemon lavender mascarpone cheesecake Chocolate cake with citrus glaze
Bourbon, lemon juice, dark amber maple syrup, sprig of rosemary
The dinner and drinks menu’s have been curated specifically to ensure everyone can enjoy. After dinner, drinks and activities, the sky will light up with Kendra Scott flying lanterns. Costing: bar- $500, alcohol- $6,170, food-provided, menus- $500, polaroid cameras- $300, polaroid film- $360, lanterns- $370, band- $4,000 4Dimensions: dinner menu- 5”x8”, drink menu- 4”x7”
Costing: write something wall- $30, boxwood wall- $500, neon sign- $630, step and repeat- $340 Dimensions: step and repeat- 10’x8’, chalk wall- 4’x8’, light wall- 96”x48”x15”
harm
#ShowYourC
PHOTOBOOTH
A Kendra Scott branded photo-booth will allow guests the opportunity to socially share their experience both physically and digitally. The photo-booth gives attendees the option to digitally share their experience with the click of a button either through your email or social platforms.
Costing: photo booth- $850 Average Total Costing: $48,000
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Costing: Snapchat filter- $22 Average total costing: $43,700
BRANDED TRUCK
POPSICLE TRUCK
S AT U R D AY, S E P T E M B E R 2 9
PA C K A G I N G
To promote sales and provide associate product knowledge, employees will interact with potential customers while showcasing the Show Your Charm initiative by driving a branded yellow popsicle truck through the city of Austin, Texas. An increase in brand awareness and product knowledge will be evident through an increase in store traffic and collection purchases. Customers will be afforded the opportunity for social media postings with the truck and branded imagery.
Truck $300/day, Popsicles 300 for $1,000, total cost: $1,300
The launch email draws upon consumer excitement by showcasing new products by inviting the customer to shop instantly through click-able links. To reach potential new customers in the luxury sector, spreads will be showcased within Marie Claire, and Vogue will showcase the new collection, as well as, Kendra’s story and how that relates to the charm.
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MAGAZINE AD
SEPTEMBER ISSUE
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FASHION FILM
W E D N E S DAY, S E P T E M B E R 2 6
The fashion commercial is going to launch after the teasers on September 29th. The goal is first to engage with the customers through the teasers emotionally. After which the editorial aesthetic of Kendra Scott’s advertisement will be showcased. The fashion ad aims to connect the teasers and instill a desire within our customer to become the Kendra Girl and celebrate herself. The theme for the charms is to depict celebration; the celebration of life, the celebration of milestones, the celebration of passions. By emphasizing the fashion pillar and free-spirited persona of the brand, we will enhance the brand identity, and boost our search rankings.
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While exploring Product Enhancement the team conducted in-depth research to develop a variety of charms that would best enhance the overall product assortment. The team focused on four key areas that we believed would best increase charm sales; greek letters, city-specific charms, KS staff only charm, and separators to highlight each charm. The current assortment catered to every milestone moment that the customer would look for during launch. Finally, the team designed and rendered separators to complement every metal and charm segment in the assortment.
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To pair with our Key Influencer’s, we developed city charms based on the top five cities - New York, Chicago, Los Angeles, Miami, and Austin. By providing the city charms, consumers can remember something special or add a charm that helps define them.
Focusing on the Sorority consumer, we developed the Greek Alphabet charms. Although there may be licensing issue, we feel this would still be a profitable venture and addition to the charm collection.
To create exclusivity and excitement within the Kendra Scott Family, we developed a KSFamily charm exclusively for all employees. The charm embodies the Kendra Scott brand by combining elegance with a splash of color.
The separators are designed to emphasize each charm and to ensure they are displayed with full focus. The separators prevent the charms from gathering in one spot which allows each charm to be highlighted on its own and hold the charm in place. The technology used to hold the separators in place is similar to the ones used on the adjustable bracelets and necklaces. Most importantly, they are designed with a clip function similar to the Charms so they can be utilized across all product categories.
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W I N D O W D I S P L AY Continuing the theme of celebration and tying in the Polaroids, we ideated various window display options. Ultimately, we decided upon the third and created a 3D model of the display.
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Inspired by the classic Danielle shape, the standalone fixture can display the complete charm collection. Considering the extensive nature of the collection several variations of charms may be housed within the drawer system similar to the existing Color Bar.
To display and store the charms the storage drawers can be removed and used as a display tray for easier accessibility during Color Bar customization.
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I N -S T O R E V I S U A L S To lead the customer through the store, a vinyl decal will be affixed to the floor in order to assist with the customer journey. At the front of the store the #ShowYourCharm tagline welcomes the customer into the store. A chain of charms then leads to the newly designed charm display. Outside, the vinyl decal will be mimicked by sidewalk chalk to intrigue passersby. To help tell Kendra’s story new shadow boxes representing various stories are created and placed within existing store displays. In addition to the creation of
Kendra’s Story through charms
a unique charm stand to display and store the charms, as well as displaying the charms within the existing acrylic and glass boxes.
The Kendra Scott store in Savannah, GA mocked up with the floor decal.
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C H A R M D I S P L AY S
To help display the charm collection existing visual displays are utilized to attract the customer and showcase the different themes within the Color Bar.
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IN-STORE D I S P L AY S
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KS STAFF ST YLE To continue engaging customers, and also providing them with a bit of help within the store, we propose to incorporate KS Staff Style pictures showing off how our family styles their charms.
SERVICE BLUEPRINT To understand the journey of a Kendra Scott customer, from initial exposure to marketing material, through the in store experience, to post purchase, we developed a service blueprint. This also shows potential pain points, or hurdles, through each step. It details what happens in front of the consumer, backstage, and any necessary support.
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USER ACTION
SERVICE BLUEPRINT Seeing Ads/ Marketing
Consulting w/ friends
Enter store to see front table
Go to KS Store
Seeing the Charms displayed
Greeting by associate
Designing Charm
Champagne
Building Charm
Attaching to jewelry
Trying on jewelry
Photo w/ Charm
POS
Leaving the door
Post-Purchase
FRONTSTAGE
LINE OF INTERACTION
Website, Magazines, Social Media
Associate welcomes guest
Associate directs to Charm Bar
Associate explains Charm experience
Customer uses screen to design charm/ get inspired
Associate offers champagne
Associate assembles Charm
Customer picks necklace/ earrings/ bracelet
Associate assists in trying on of jewelry
Associate takes pic with photobooth app
Associate directs to POS to complete sale
Photobooth app on TV
Packaging and wrapping supplied by KS Corporate
Associate walks customer out and thanks them
Customer receives emails, promo/ ads
BACKSTAGE
LINE OF VISIBILITY
Branding, Promotions, Guerilla Mkt
Charm design software
Email/ IT Support
Customization software
Champagne supplied by each door
Branding, Promotions
SUPPORT PROCESS
LINE OF INTERNAL INTERACTION
Not all individuals have access to computers. Not all individuals have access to seeing adds. IT support may malfunction
Not all individuals have access to a KS store.
All associates are too busy. Consumer is not interested in associate greeting.
Email, IT support
Not all consumers want champagne. Store out of champagne.
Out of specific jewelry pieces. Time constraints.
Not all individuals may want a photo. App possible malfunction.
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Not all individuals have access to computers. IT support may malfunction.
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Food
With each purchase, the associate will celebrate the customers milestone moment of adding a charm to their collection with a signed note.
IN-STORE
W E D N E S D AY, S E P T E M B E R 2 6 The Kendra Scott customers will be invited to join the team in their local stores to celebrate the launch of the charm collection. Each store will incorporate a Kendra Gives Back aspect, where 20% of proceeds go back to a chosen woman in that community. In the cosmopolitan cities, an influencer will be present at the event, bringing in customer traffic, as well as highlighting the city-specific charms. Throughout the event, guests will be invited to enjoy cocktails and hors d’ oeuvre, while exploring the new collection.
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Cookies: charm cookies and Champagne bottle Cake balls Fresh Fruit Pinwheels Smoked salmon bites
Drinks Champagne Vanilla & pear vodka cocktail Plum & Thyme Prosecco Cucumber mint infused water Peach raspberry spritzer
The Take a Chance wall will allow customers to interact in-store. What customers can expect to receive from these envelopes are coupons, notes, or free product.
Costing: envelopes- $55, yellow roses- $80, personal note- $75
MICROSITE To encourage users to share their personal meanings behind charm choices, we purpose to launch a microsite that allows users to buildan electronic charm bracelet. The user would then share on facebook the story behind their choices with and image of their creation.
To increase customer traffic in the stores, a snapchat filter was created within the vicinity of the cosmopolitan Kendra Scott locations. Instagram stories would be posted to create hype around the launch of the charm collection.
Costing: Snapchat filters, $290 Average total costing: $500
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To start a conversation with our consumers about our new charm line, we will encourage them to share how they style through in-store inserts with the hashtag Show Your Charm.
Costing: sponsored instagram post- $50,000, facebook sponsored- $60,000, microsite $5,000-10,000 total cost- $117,500
@ASTYLEDMIND
Key influencers are able to reach the emerging consumer. Their post will highlight Kendra events, styling options, and the personal meaning behind the charms.
@SAZAN
Purposed Package: 5 instagram stories 3 dedicated ig post total cost- $13,090
Purposed Package: 5 instagram stories 5 dedicated ig post blog post *free product
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POST-L AUNCH How to keep the conversation going? Through a mix of traditional and social media, utilizing key influencer’s, a follow up video teaser, additional events and guerrilla marketing, as well as a continued in-store experience. Our team put forth the tools for Kendra Scott and her company to maintain consumer engagement and retention.
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FOLLOW UP TEASER 4 S AT U R D AY, S E P T E M B E R 2 9
Emphasizes the sentimental value of buying charms and connect with our customer to celebrate her milestones and passions.
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The Snapchat filter will
mirror
the
from
the
colors
air stream as well as football accents, getting
attendees
excited
for
following game.
KENDRA KICKOFF F R I D AY, O C TO B E R 5
Sororities, alumni, and chosen faculty are invited to the Kendra Kickoff event, hosted at Hotel Ella, only 4 blocks from the University of Texas campus. There they can enjoy drinks, oysters and other hors d’oeuvres while getting ready for the big Oklahoma vs. Texas game the following day. The Kendra Scott air stream will also be present, bringing out the Color Bar and the new available charms.
The event will host an oyster roast and create an elevated kickoff event for all attendees.
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Costing: location $3,000, food and drinks- $2,000 Average total costing: $5,000
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the days
#ShowYourCharm
20% OFF F OF % 10
O FF POLA ROID
15 %
1 5 % O FF POLAR OID
OFF 20%
F OF 20%
O FF POLAR OID
15 % O FF PO L A ROI D
GIFT
F OF 10%
15 %
A spin the wheel would be offered inside of the tent where people are invited to spin and earn coupons, polaroid photos, and even gifts.
AUSTIN CITY LIMITS F R I D AY, S AT U R DAY, S U N DAY OCTOBER 5-7, 12-14
Kendra Scott will host a tent at the Art Market of Austin City Limits, October 5-7 and 12-14, both weekends of the festival. This is a unique way to create an interactive experience and continue introducing the charm line to a large variety of consumers. Our tent will offer different activities, photo opportunities, as well as refreshments.
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Costing: location- $5,000, fortune teller- $500, drinks- $150 photo wall- $90 yellow roses- $80, wheel- $1,370, polaroid cameras- $120, polaroid film- $360 A verage total costing: $7,600, Dimension: photo wall- 8.2’x3.5’
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A unique code will be given to each participating sorority for in-store and online usage by members. This unique code will be used to monitor the usage and sales of each competitor during the competition time frame. The code will also be useful for 10% off of purchases to entice sales both online and in store. The group with the most substantial gross volume of sales during the competition will receive a donation of 20% of the overall proceeds to their partnering philanthropic organization. The purpose of this event is to increase national brand awareness through the core
SORORITY CONTEST
consumer base of college-aged sorority women and alumni while also broadening the definition of “You Do Good.� This competition will increase the geographic reach of the brand while also increasing traffic to both online and in-store sales. These key performance indications will have the ability to be measured through both online and in-store data given zip codes, cart size, average transaction, and code usage.
SEPTEMBER 2018 - OCTOBER 2018 The national sorority contest is a philanthropy focused promotion where sororities selected from the National Panhellenic Conference compete in a challenge where the largest gross sales winners collect a series of prizes. This online and in-store event will mimic that of a Kendra Gives Back event where a percentage of the earnings will be donated to a recognized philanthropy. To compete in the challenge the highlighted sorority must have an average membership higher than 200,000 while also supporting a national philanthropic initiative. The contest will take place between the launch and post-launch phases of the charm collection.
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In order to keep the conversation going about charms, emails will be sent to the customers as a reminder to shop the collection. There will also be links to influencer posts on Instagram so they can get style tips as well as explore the #showyourcharm tagged posts. Additionally, there will be two more magazine ads that launch consecutively in the months following the initial ad. The hashtag under the logo acts as a reminder for the reader to explore the digital media surrounding the campaign as well.
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MAGAZINE ADS
PIN YOUR PA S S I O N To keep the conversation alive about celebrating yourself and what charm means to the consumer we turned to social media to engage our target audience in a fun and intriguing way. Through Pinterest Kendra’s Team would invite followers to “Pin their Passion.” By hosting a competition where users could build boards based on their passions for the chance to win a charm candle and a personalized charm with a hand written note from Kendra.
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CHARM RUSH
S AT U R DAY, O C TO B E R 1 3 To keep the consumer excited and the conversation going, Kendra will host a Charm Rush through the city of NY. With two separate routes guiding to the flatiron store as well as the soho store. The town will be painted yellow, with several clues along the way. With this, an increase for in-store footfall and brand-awareness will occur.
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Kendra would share on Instagram to create hype around the event. Kendra would also post a Snapchat
HOW IT WORKS
story that lets followers know the
With the help of software developers, the Kendra Scott Team would
rules and how the rush works.
be able to send chronological automatic responses based on the users Geo-location. Through this, the consumer would be able to receive the next clue. A Snap code would be placed on all clues to push users to the platform along with a Kendra Scott original post.
SNAPCHAT FILTERS
software developer- $8,000, chalk- $5, popsicle cart- $1,500 Costing: five bikes- $2,450, bench decals- $500, mailbox- $700, cones- $350, filters- $5,000,
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CHARM CANDLE W E D N E S DAY, O C TO B E R 24
The team explored merging the new charm collection with the existing candle collection to deliver a cohesive experience through all collections. This new candle would be an additional candle scent and provide the customer with a chance to customize the lid for themselves or for a gift. The charm would be attached to a small loop on the lid. By integrating the charms into existing collections, it establishes not only a cohesiveness throughout the brand, but reiterates Kendra’s dedication to providing an immersive experience for her consumers.
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The Students of the Kendra Scott CLC would like to thank professor Alessandro Cannata and our CLC coordinator Paul Runko for their extraordinary guidance and support throughout this quarter. We would also like to extend our gratitude to the Savannah College of Art and Design for bringing this project forward and allowing us to connect our academic learning with a realworld opportunity. Finally we would like to give a special thanks to the Kendra Scott Team for challenging us to launch a new collection within their current outstanding product line. The creative freedom that was given pushed us to create an incredible deliverable to be truly proud of. The experience working along side Kendra Scott has expanded both our individual and collaborative potential. We could not be more grateful to Kendra Scott for allowing us to be a part of their family for ten weeks!
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