Know-It All Tee Product Launch Plan
Meet The Team
Lauren Maloney
Spencer Post
Maren Carter
Kristina Vega
Nicholas Butts
Here at Macy’s Brand Background and Consumer Profiles
About Macy’s Macy's Inc. is a multi-channel retailer most well known for its department stores, which operate under the Macy's and Bloomingdale's names. The stores sell a wide range of merchandise, including men's, women's, and children's apparel and accessories, cosmetics, home furnishings, and other consumer goods. The company also operates e-commerce sites for Macy's and Bloomingdale's. Macy's Inc. traces its roots to 1858, when Rowland Hussey Macy opened a dry goods store in New York City. Federated Department Stores, which dates back to its founding in 1929 and joining with Bloomingdale Brothers in 1930, took over Macy's operations in 1994. In 2005, Macy's acquired The May Department Stores Company. In 2007, shareholders voted to change the corporate name from Federated Department Stores to Macy's. As of 2015, the company has 840 stores in 45 U.S. states, the District of Columbia, Guam, and Puerto Rico, and employs approximately 172,500 people. The publicly-held Macy's Inc. trades stock on the New York Stock Exchange under the ticker symbol "M".
Strengths
★
★ ★ ★
Strong brand reputation and involvement in American culture (i.e. Macy’s Thanksgiving Day Parade) Strong presence and buying power with over 850 stores in 45 states Successful marketing efforts Exclusive brands- “Macy’s Only
Weaknesses
★ ★ ★ ★
Opportunities
★ ★ ★ ★
International stores Omnichannel strategy to contend with online competitors New stores to boost revenue Income level is increasing
Low inventory turnover Not Diversified- Macy’s and Bloomingdale’s are the only lines of business Macy’s has. Low revenue rates in past few years for size of company. Department stores lower in popularity
Threats
★ ★ ★ ★
Competitors using strategy to compete with Macy’s profitability Online competition such as Zappos and Amazon Bad Economy throughout U.S. Increase in labor costs & raw materials
SWOT Analysis
Macy’s Target Demographic Since Macy’s has such a plethora of items, ranging from clothing to various home goods and much more. Different sections of the store often bring in different demographics of consumers. Based upon their research, the stereotypical Macy’s shopper is around 46 years of age, caucasian, has a household income of about $80,000, and primarily are older parents who are college educated. Although a strong majority of Macy’s target audience does fall into an older category, Macy’s has been working towards expanding the following of their younger consumers.
Bring in the Millenials Although it has been commonly believed that college-aged millennials are brand agnostic, research from Concentric Marketing says brand loyalty “seems to be alive and well among college students” with over half reporting they stick to brands that they know and trust. Through previous work with it’s College Campus Invasion program in 2013, Macy’s has continued to grow their customer relationships with their younger demographic with partnerships with television series’ such as ABC Family’s “Pretty Little Liars,” music acts through Macy’s iHeart Radio Rising Star competition, and curating style-setter events like Teen Vogue’s Back to School Saturday. With this project, we hope to continue to grow and strengthen relationships with our younger consumers, both those who are already loyal and those who are new to our brand.
-Female - 16 to 25 - urban-minded individuals - diverse in backgrounds - interest in contemporary art, music, and fashion - often on the go and looking for simple, but unique items to keep their wardrobe fresh Target Audience
Meet Dana Brown As a 21-year-old marketing student, this city-dwelling fashionista often finds herself searching for something new. For new tunes and fashion advice, she turns to social media sites like Instagram and Pinterest to see what her favorite bloggers are talking about. Whether it’s finding a new featured track on Spotify, downloading a trending app for her iPhone or adding an updated basic white to her wardrobe, Dana loves to keep her life fresh. Like most millennials do, she spends the majority of her paychecks on clothes and concert tickets. Consumer Profile
I’ll Be Over Here Style Ambassador: Alessia Cara
Style Ambassador: Alessia Cara
Why Alessia? Alessia Cara is an up-and-coming musician who recently hit the music industry by storm. At age 19, she has just released her first album “Know-It-All” this November, and has since taken over Spotify playlists everywhere. Her effortless, grungy-chic look is perfect street-style inspiration for students everywhere that still want to look chic when they’re on the go. We at Macy’s feel like Alessia Cara fits the demographic we are trying to reach with the launch of our “upgraded” white t-shirt. Just like the shirt itself, Alessia tends to go for a classic look with a little twist, often seen wearing a t-shirt, jeans and a fun pair of kicks. Her fan base also fits a similar demographic, and we feel that a fresh face be a big influencer in a large number of sales with the promotion of the shirt towards her fans.
204K Followers 28.3K Tweet Likes
302,196 Followers Average 1,900,000 views
157,886 Likes
355K Followers Average 25K Likes
194,924 Followers “Here” 95,000,000 plays
36.3K Followers 3,172,119 Loops
Covering the Basics Objectives, Strategies, and Tactics
Increase traffic of 16-25 year old consumers at Macy’s nationwide both virtually and instore through the promotion and launch of the Know-It All Tee.
Objective
Macy’s will launch their upgraded white t-shirt, the Know-It All Tee, on February 18th, 2016. Through a special launch event, the use of social media, engagement of local Chicago bloggers, and working with style ambassador, Alessia Cara, Macy’s believes this fun take on an old classic will enhance the consumer relationship with their younger target audience.
Strategy
Generate buzz during January and the beginning of February about the Know-It All Tee to create interest and consumer interaction with the product. i. Working with style ambassador, Alessia Cara, Macy’s will promote the Know-It All Tee through social media posts and special launch events. ii. Macy’s will host the #HereInMyWhiteTee event to launch the Know-It All Tee featuring an acoustic performance by Alessia Cara. Customers will be able to try on and purchase the shirt. Each shirt purchased at this event will contain a promo-code to download an exclusive Alessia Cara track. iii. Macy’s will launch a social media campaign through Instagram that will encourage users to post their favorite “white tee” look using the hashtag #HereInMyWhiteTee. The top ten posts will receive a special invite to a pre-launch event meet and greet with Alessia. iiii. Available nationally on Snapchat, Macy’s will place decals in women’s fitting rooms to encourage customers to post about their shopping experiences with the #HereInMyWhiteTee geo-tag filter. Tactic I
Feature the Know-It All Tee on different media platforms focusing on a diverse group of blogger located both nationally and locally in Chicago. i. Macy’s will contact different editors, reporters, and bloggers that may be interested in featuring our upgraded tee in their publication, websites, and/or social media sites. ii. Macy’s will host a conversational styling event inviting five local-Chicago bloggers to style Alessia Cara at an after-hours photo shoot at Macy’s State Street location. iii. Press Releases containing product information and hi-res images will be sent out at the beginning of January. Follow ups with each editor and reporter will occur the following week to ensure the release has been received and to answer any questions they may have.
Tactic II
Social Media
Instagram Date: January 10th Time: 12 P.M. Content: Picture of Alessia Cara Text: Did you hear about our #HereInMyWhiteTee event!? Spoiler alert: it comes with a special performance by Alessia Cara! Get your tickets January 15th at macys.com. Link in bio!
Date: January 20th Time: 10 A.M. Content: Picture of Macy’s employee in a white tee Text: Anna, our assistant merchandiser, is ready to win a meet and greet with Alessia Cara at #macys! *check out the contest rules, link in bio! #HereInMyWhiteTee Date: February 1st Time: 10 A.M. Content: Behind-the-scenes picture of blogger Lookbooks Text: Can’t wait for you all to see the awesome styling of our favorite Chicago bloggers! #HereinMyWhite Tee #chicago Tagged: Heart of Chic, Bright and Beautiful, ChiTown Fashionista, Red Soles & Red Wine, Sequins are a Girl’s Best Friend
Facebook Date: January 15th Time: 1 P.M. Content: Link to macys.com #HereInMyWhiteTee ticket page Text: Chicagoans, did you get your #HereInMyWhiteTee tickets yet?! There’s only a limited number available so make sure you get yours now!!
Date: January 18th Time: 3P.M. Content: Link to macys.com #HereInMyWhiteTee ticket page Text: Tickets are selling out quick! Make sure to purchase your #HereInMyWhiteTee tickets today so you don’t miss out on all the fun! Cocktails, mocktails, shopping, and even a red carpet!! Date: February 3rd Time: 10 A.M. Content: Link to blogger post featuring our white tee in their lookbook Text: Shoutout to Heart of Chic for featuring our Know-It All Tee and being so amazing at our Pick-It and Kick-It Styling event! Can’t wait for #HereInMyWhiteTee! Get your tickets at macys.com!
Twitter Date: February 18th Time: 9 A.M. Text: #HereInMyWhiteTee event is today, get excited!! So much to do so little time, see all you cool kids tonight! #Chicago #Macys Date: February 18th Time: 5 P.M. Text: Picking up Alessia’s favorite, @BWWings, for all of our contest winners! Yum! #HereInMyWhiteTee #INeedMoreRanch Date: February 18th Time: 7 P.M. Content: Picture of Alessia behind-the-scenes Text: Let the festivities begin! I think it’s safe to say Alessia is beyond excited! #HereInMyWhiteTee #IllBeOverHere
Why such a focus on Social Media? Not only is social media a growing outlet for (almost always) free advertising, but since 2010, Macy’s has embraced their use of Social Media to promote new product launches, in-store events, and philanthropic projects. “Thank A Mom” donated $3 to five different designated charities for every Mother’s Day card sent through their special app. Not only did the charity's gain extra funding, but the Macy’s page gained extra ‘likes.’ #MarthaMacys incentivised users to pin products from the Martha Stewart Collection by entering each pinner in a drawing to win a $500 Macy’s gift card. Hundreds of pinners participated, gaining Macy’s more Pinterest followers and a higher customer interaction with the brand overall. Total Social Media Campaign: #HelpMeClinton was a multi-platform campaign using all of Macy’s social media platforms in slightly different ways (Facebook, Twitter, Instagram, Pinterest, and Youtube) to have followers ask for and recieve fashion advice from stylist, Clinton Kelly. This campaign has helped to improve brand image, customer loyalty, and with a trustworthy stylist like Clinton Kelly on board, he was able to help nudge followers into buying more product.
#HereInMyWhiteTee Instagram Contest Post a picture to Instagram featuring you in your favorite white tee for the chance to win a trip to Chicago to meet Alessia Cara and see her perform in her new favorite basic, the Know-It All Tee. Remember to tag #HereInMyWhiteTee for your chance to win.
From January 20th through February 10th, Instagram users will be asked to post a picture of themselves in their favorite white tee with the hashtag #HereInMyWhiteTee for the chance to win a trip to Chicago to meet Alessia Cara and attend Macy’s Know-It All Tee launch party. Contest announcements will be posted on Macy’s and Alessia Cara’s Facebook, Instagram, and Twitter accounts, with a link to the Macy’s website containing all contest information. Alessia Cara will also make a video announcement that will be featured on both her own and Macy’s YouTube pages. Macy’s and Alessia Cara will continue to post on social media platforms biweekly ,reminding people to participate in the contest. Any posts on platforms other than Instagram will contain a link to the Macy’s Instagram page. Ten winners will be announced February 11th and will receive one round-trip flight to Chicago, a one-night stay at the Palmer House in downtown Chicago, a $500 shopping spree at Macy’s, and VIP tickets to the #HereInMyWhiteTee Launch Party. Participants must be at least 18 years of age and reside in the United States.
Instagram Contest
Know-It All About Our Tee Product Description and Details
Add a little flair to your basics with this zipper-clad, upgraded white tee. Price $168 Description pullover styling, easy fit, short sleeve, scoop neckline, exposed back zipper, hits at low hip, single-needle stitching, made in the USA Fabric and Care machine wash, made of fine Egyptian cotton **zipper options: gunmetal or rose gold
Tell My Friends that I’ll be Over Here Media Outreach and Blogger Profiles
Meet Kelsey and Erica Twenty-something bloggers living in the heart of downtown Chicago, who consider themselves friends by fate, coworkers by chance, partners in crime by design. Created January of 2014, they document daily fashion inspiration, shopping tips, runways looks for less and much more. They live by investing in key statement pieces and pull the rest from clearance racks and their own wardrobes.
Facebook - 800 likes
Instagram - 11.9K Followers Twitter - 1,321 Followers
FEATURED Lifestyle collective Aol The VOGUE influencer network Windy city blogger collective Chicago blogger network
Meet Jennifer Worman Chicago based fashion blogger, mother of two, launched t&j Designs with her sister Tiffany, has been featured in inStyle, Oprah, US Weekly, Who What Wear, Blog started as a hobby but eventually turned into career.
Facebook: 1,232 likes
Instagram: 37.5K followers Twitter: 1,137 followers
Meet Arin Agase Created on March 3rd, 2013, Arin designed her blog for a “Daily Dose of Happy” Her confessions of a city livin’ 20-something gal, who blends fashion, inspiration, and other glamorous things in her life. Chicago based fashion & lifestyle blogger.
Facebook: 1,206 likes
Instagram: 14.1K followers Twitter: 1,851 followers
Meet Nikia Jefferson Founder and Editor
South side native, encourages women to love effortless style, Spent several months living and working in London for 8 months, traveled to Italy, upon return to Chicago, she created ChiTown Fashionista. Nikia created her blog to encourage Chicago residents and visitors who seek to combine their love of fashion with a desire to experience and embrace style.
Facebook: 1,306 likes Twitter: 3,606 followers
FEATURED CBS Chicago Top Ten Fashion Bloggers Today’s Chicago Woman Refinery 29 NewCity Top 5 Fashion Blogs
Meet Laura Platt Bright and Beautiful is lifestyle blog dedicated to fashion and beauty. Laura, a Chicago resident, writes her blog as a fun and creative outlet to share everyday looks- all inspired by her feminine and classic sense of style.
Instagram - 11.2K Followers Previous Collaborations Williams-Sonoma Lilly Pulitzer Veuve Clicquot
FEATURED Refinery 29 The Everygirl Glitter Guide West Elm Yahoo! Shine
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Company overview
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Press Release
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Detailed Product Info
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Alessia Cara Bio
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Q&A with Macy’s CEO
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Hi-Res images
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Social Media links
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Short promo video
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Contact Information
Press Kits
Please Enjoy Your Party “Pick-It & Kick-It” Styling Event and Product Launch Party
“Pick-It & Kick-It” Styling Event
“Pick-It and Kick-It” On January 19th at 8pm, Macy’s will host a conversational styling event at their Chicago State Street location. Five Chicago-based bloggers will be invited to attend and put together an outfit for Alessia Cara based on their own personal style. They will have access to the entire clothing and accessories collections of Macy’s. Once styled, Alessia will be photographed both by herself and with her stylist. Bloggers will receive two free Know-It All Tees, one for themselves and one to do a giveaway on their site. They will also receive copies of the photos to post on their blog and social media. Media will be invited for BTS photographs and interview opportunities. Any clothing and accessories featured in this shoot will be displayed and available for purchase at the launch event.
#HereInMyWhiteTee Launch Party
#HereInMyWhiteTee On February 18th, in the 9th floor event room of Macy’s State Street in Chicago, Macy’s will host a product launch party for their Know-It All Tee. A pre-party meet and greet with style ambassador, Alessia Cara will occur at 6pm for winners of the #HereInMyWhiteTee Instagram contest with opportunities for photographs and catering from Buffalo Wild Wings--one of Alessia’s favorite foods. The launch event will be open to the public, tickets will be available online on macy’s.com and through Alessia’s event listings on her website starting January 15th. Tickets: General Admission: $20; VIP: $50 **only 150 GA and 50 VIP tickets will be available.
VIP Tickets include entrance to the pre-show meet and greet and a goodie bag containing an autographed poster of Alessia Cara, some of Alessia’s favorite makeup tools, Macy’s Coupons, and Alessia’s Know-It All album. During the event there will be a red carpet entrance with an event photographer, a bar for mocktails and cocktails, opportunities to purchase pieces from each of the blogger’s looks, and a special acoustic performance by Alessia Cara.
It’s about more than just the tee... A large vinyl print of each blogger’s outfit from the styling event will be displayed around the #HereInMyWhiteTee Launch Party with other clothing pieces and accessories featured item available for purchase next to it. Macy’s hopes that along with the purchase of the Know-It All Tee, customers will also choose to purchase some other pieces each blogger used to style their look. By using pieces from the Macy’s store, bloggers will encourage consumers to return to Macy’s for their next shopping experience.
Getting Down to Our Basics Launch Timeline and Budget
Pre-launch
Launch
Post-Launch
#HereInMyWhiteTee Launch Party
Send appropriate thank-yous, include photos
Snapchat takeover
Event Recap for email blast
Social Media Posts (BTS/Getting Ready, During)
Social Media posts (photos from event)
“Pick-It and Kick-It� Styling Event Send Press Releases Instagram Contest Lookbook Release Social Media Posts
Measure reach
Snapchat GeoTag Timeline Overview
5 months before -Contract Signing with Alessia Cara -Determine Event Dates -Establish Budget Plan -Book Venue -Outline logistics: rentals, furniture, security, housekeeping 3 months before -Book all vendors/services -Design Invites/Announcement -Track Expenses and Update Budget -Establish Publicity Game Plan -Call Styling Event Vendors to confirm -Schedule Macy’s employees to work styling event. -Contact Bloggers -Media Advisory for Styling Event
One Month Before -Conversational Styling Event -Announce Instagram Contest =Ticket Sales for Launch -Call Launch vendors to Confirm -Schedule Macy’s employees to work Launch event -Start bi-weekly social media posts -Send Press Releases -Start Macy’s Geotag on Snapchat Two Weeks Before -Announce contest winner -Print all signage and posters for event -Blogger Lookbook release, in-store and online One Week Before -Finalize production schedule -Contact all employees to brief on event and job specifications -Send Media Advisories
Day Before -Reconfirm with all vendors for delivery/set-up times -Create registration/check-in materials (VIP, media lists, etc) -Prep dinner with Alessia Cara and manager Day of Launch -Setup Venue -Confirm arrival of all vendors/services -Snapchat takeover -Social Media Posts (BTS/Getting Ready, During) Post-Launch -Send appropriate thank-yous, include photos -Event Recap for email blast -Social Media posts (photos from event) -Measure reach with likes, shares, click-throughs, ticket sales, and shirt sales. Timeline Breakdown
Alessia Cara
$48,262
Conversational Styling Event
$3,930
#HereInMyWhiteTee Party//Meet and Greet
$16,001
Instagram Contest
$12,890
Marketing Specifics
$3,800
Emergency Money
$5,000
Total
$99,989
Budget Overview
Marketing Specifics $3,800 $1,200 Vinyl “Lookbook” Prints $2,600 Press Kits
#HereInMyWhiteTee Party//Meet and Greet $16,001 $800 Sound Equipment (Mics, Amps, Speakers, Walkies, etc) $1,200 Stage and Light Rental $2,900 Bartender/Mocktails and Cocktails $2,000 Photographer $522 DJ (3 hours) $270 Security (Three Guards at $30/hr) $3,000 Insurance $300 Catering (Buffalo Wild Wings) $1,200 Macy’s Staff (20 at $20/Hr) Swag Bags $1,590 Bobbi Brown Eyeliner $1,590 MAC LipGloss $65 Poster Prints $564 Know-It All Album
Instagram Contest $17,890 $2,890 $10,000 $5,000 $5,000
Conversational Styling Event $3,930 $2000 Photographer $1,500 Hair Stylist $380 Hors D'oeuvres $50 Bottled Water, Still and Sparkling
Alessia Cara $48,268 $15,000 $10,000 $5,000 $10,000 $1,188 $1,768 $1,156 $1,156 $1,100 $2,000
Emergency Money
#HereInMyWhiteTee Event Conversational Styling Event Social Media Early Access Code to new track Two First Class Flights (Jan Styling Event) Two First Class Flights (Feb Launch Event) Two Palmer House Suites (Jan Styling Event) Two Palmer House Suites (Feb Launch Event) Per diem Car Service (to and from both events)
Palmer House Suites for Winners First-Class Flights for Winners $500 Shopping Spree at Macy’s Transportation for Winners $5,000
Total $99,989
Budget Breakdown
Sold out Know-It-All Tee Sales: 1000- 11→ 989 x $168 → $166,152 Total Sales
Sold out #HereInMyWhiteTee Event: Ticket Sales: $2,500 (VIP) and $3,000 (GA) → $5,500 Total Sales
Total: $171,652 $21,652 over goal ROI
Pricing Bibliography TRAVEL Flights: 2 First Class Tickets, Round Trip (Toronto/Chicago), January 18-20 https://www.aa.com/reservation/revenueSearchProcess.do?bookingPathStateId=1449718937208913&v_locale=en_US&v_mobileUAFlag=AA&bookingPathStateId=1449718937208-913 First Class Tickets, Round Trip (Toronto/Chicago), February 17-19 https://www.aa.com/reservation/revenueSearchProcess.do?bookingPathStateId=144971926145977&v_locale=en_US&v_mobileUAFlag=AA&bookingPathStateId=1449719261459-77 Hotel: 2 King Bed Suites, Palmer House (Downtown Chicago), January 18-20 (Three Day, Two Night) https://secure3.hilton.com/en_US/hi/reservation/book.htm?execution=e1s1 2 King Bed Suites, Palmer House (Downtown Chicago), January 18-20 (Three Day, Two Night) https://secure3.hilton.com/en_US/hi/reservation/book.htm?execution=e1s9 CELEBRITY APPEARANCES: http://www.celebritytalent.net/sampletalent/9790/alessia-cara/
EVENT/MARKETING MATERIALS: Vinyl Poster Prints: http://www.vistaprint.com/custom-banners.aspx?couponAutoload=1&GP=12%2f9%2f2015+5%3a29% 3a54+PM&GPS=3697541854&GNF=0 Swag Bags (lipgloss, CD, poster): http://www.amazon.com/Know-It-All-Alessia-Cara/dp/B015KTSITA http://www.snapfish.com/photo-gift/large-print-details#!/pdpview?sku=CommerceProduct_9043&orientation=portrait BWW Catering for Meet&Greet: http://www.allcateringmenuprices.com/buffalo-wild-wings-catering-menu-prices/