800 3rd Ave King of Prussia, PA 19406 (610) 878-5550 To the Lilly Pulitzer Team, I am writing to you today to inform you of a Marketing Plan I have created for you company, specifically, for your “La Via Loca� line. I am currently a sophomore at the Savannah College of Art and Design and am enrolled in a business marketing class. During this course, I took it upon myself to research your company and come up with a plan to boost your sales. Upon my research, I came across a very promising method that could really improve your brand further: brand diversity. As you already know, your Target collaboration was a great success due to the wide variety of size options and diverse models. I truly believe that if you could implement this into your current market, you would receive positive feedback and increase sales. All of the information I have collected has been obtained through the web, and will all be cited below. Thank you for considering my plan and let me know if you have any further questions. Thank you, Lauren N. Morgan (434) 390-8996 lmorga20@student.scad.edu
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Lilly Pulitzer Marketing Plan Lauren N. Morgan BUSI 265 Professor Kelsey Spring 2016
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Table of Contents Executive Summary……………………………………………………………….3 SWOT Analysis……………………………………………………………………5 Strategy & Tactics……………………………………………………………….14 Marketing Goals………………………………………………………………14 Target Market Segmentation……………………………………………………19 The Marketing Mix……………………………………………………………19
Communication & Promotions Plan……………………………………………22 Marketing Goals………………………………………………………………22 Brand Identity Guidelines……………………………………………………...22 Budget Summary……………………………………………………………...23 Marketing Timeline…………………………………………………………...24
Promotional Materials…………………………………………………………..25 Press Release…………………………………………………………………25 Display Advertising…………………………………………………………...27 Database Marketing…………………………………………………………...36 Radio Spot…………………………………………………………………...38 Cross Promotion……………………………………………………………...40 Digital Marketing……………………………………………………………..41 3
Executive Summary Lilly Pulitzer has been a brand that embodies a care-free lifestyle that almost any age can enjoy. The brand features a multi-generational appeal with its classic silhouettes, vibrant yet nonjuvenile prints, and a variety of chic products like planners, stationary, bags and more. The brand traditionally targets college graduates, young mothers, and free spirits. The clothes are made to last, which sets them in a different setting than fast-fashion, which has a very negative outlook for environmental purposes. Although the brand has many strong features, there are a few areas that could use some attention. For one, the brand is not as diverse as it should be in the fashion market. A SWOT Analysis was conducted to pinpoint two of the biggest downfalls of the company. Majority of the models used are not relatable to the customer that purchases from the collections. Also, the company has a very good aesthetic going for their social media accounts, but their interaction with their customers could be furthered. This leads to the two main goals of this marketing plan: add more sizes and ethnicities to the popular La Via Loca Spring 2017 collection, and boost social media accounts and interactivity with its’ followers. After the SWOT Analysis was completed, a target market of mid twenty’s millennial’s was identified. This target customer will be reached through the states of Virginia, North Carolina, South Carolina, Georgia, and Florida. With the implantation of a larger variety of sizing, a wider number of this target audience can be pursued. After the line is carefully designed with trial and error, a variety of ads will be created. The first series of ads will have an anticipation aspect, where they will not showcase the line just yet,
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but feature a sneak peek promo with a teasing title. This anticipation will grab the attention of current customers and potential customers, sparking conversation through social media. These ads will be printed, emailed, posted on social media, advertised on Pandora, and mailed via postcards. After the anticipation ads will come the official ads. These ads will display pieces from the collection and new models. These ads will also be released within the same sources as the anticipation ads. A press release has been written up to deliver to the public because this is such a positive, big change. Throughout this collection season, the uses of more social media will take place. Snapchat will be used to give cute snippets of everyday life at the Lilly office. It, along with YouTube, will feature insight on photoshoots, big events, important employees, and even celebrities that work closely with the company. Instagram, Facebook, and Twitter will also feature behind-the-scenes content, as well as posts that followers can really engage with. With these videos, along with daily postings on Instagram, Facebook, and Twitter, customers will feel even more connected with the brand. The implementation of this marketing plan will really demonstrate the steps needed to truly boost Lilly Pulitzer as a brand. With a company that already has such a mass following and customer loyalty, only encouraging feedback is sure to happen. During execution, the company will experience a serious boost in sales and in overall popularity, leading to even more opportunities with the future developments to come.
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SWOT Analysis To conduct a SWOT Analysis for the Lilly Pulitzer brand, their strengths, weaknesses, opportunities, and threats must be analyzed. As a company that has existed for over 50 years, they have plenty of strengths, but with the ever changing market and its new uses of connecting to the public, it shows that Lilly has some aspects that could be improved upon.
Strengths
Weaknesses
•
Friendly customer service
•
Online presence
•
Customer loyalty
•
Little to no promotions
•
Material quality
•
High prices
•
Partnerships
•
Limited sizing
Opportunities
Threats
•
Diversity
•
Other more popular trends
•
Blogger advertisement
•
Other common retailers
•
Store openings
•
Fast Fashion
•
More store partnerships
•
Other companies embracing diversity
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Strengths 1. Customer Service Typically, when customers purchase from Lilly, they are pleased with the outcome and usually are inclined to shop there again. Their customer loyalty is very strong with all ages; customers enjoy picking a favorite print made my Lilly and buying that print in a pant, dress, and shirt. Customers are also likely to return due to their friendly customer services. If there’s a problem with an item, they will happily accept a return, and even try to connect with the customer over the phone to try and not only resolve the issue, but find an alternative to an item they weren’t pleased with. 2. Customer Loyalty As a brand that has very strong brand recognition, they also have strong customer loyalty. Customers who have purchased from Lilly before are very likely to continue to purchase from the brand once more. Their customers also range from high-school girls to elders, and typically when a mother has a Lilly dress, it influences their child to purchase from the brand themselves, especially if the dress is passed down. 3. Material Quality One of their strengths are their material quality and the principle that comes with each piece. Making clothing that is made out of durable materials helps contribute to sustainability, since it strays away from fast fashion. With Lilly, you can keep their dresses for years, and a lot of their dresses are passed down from family
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generations. Having this concept in mind gives customers a positive feeling when purchasing a piece of clothing. 4. Partnerships With Lilly being a friendly business, it is easy for them to set up partnerships. For example, when they collaborated with Target, it was the biggest deal ever. They gave customers that are on a tighter budget a chance to purchase and experience selected pieces from their collections at a lower cost. When they did this collaboration, majority of the Target stores sold out within a few short hours. This collaboration was positive because it provided commercial marketing for the brand, even if it was through Target. With this marketing, more people are more inclined to check out their website to research the brand; for the customers who purchased, they would be pleased with their buy and order straight from their website in the future.
Weaknesses 1. Online Presence Lilly Pulitzer’s online presence is not as strong as its competitors. Their social media does not feature enough exciting content of diversity. For example, caucasian females that are blonde with blue eyes are one of the only types of females they show. Occasionally they will throw an African American female into the mix, but that’s about it. Brands are more successful if they feature a variety of sizes and ethnicities because customers can relate to that certain model, giving their posts more likes. Lilly also lacks in communicating with their customers online. Their
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Instagram followers in particular cannot even tag the company in relatable posts. Customers will not talk as much about Lilly online if the company doesn’t acknowledge anyone’s posts. 2. Little/No Promotions Rarely ever will Lilly feature a sale of kind. If they utilized their social media to engage their customers in little challenge (i.e. share this page to 10 friends to win a free bag, or a percentage off an order), they would find more traffic on their website and social media pages. 3. High Pricing Lilly also has pretty high prices on items that should not be at a certain price point. As stated above, their clothing is made out of a higher quality, but they are slightly over priced. Since they have such good brand recognition, they incorporate their name into the price. However, that is not the big issue; the problem comes into play when they have basic bags and accessories that are at higher prices when they are the same materials as other brands that sell them for cheap. But, these prices wouldn’t be as big of a deal if they offered some sort of promotions. 4. Limited Sizing One of Lilly Pulitzer’s main weaknesses are their lack of size options and model diversity. When they collaborated for Target, a wide variety of sizes were provided because that is what Target is passionate about. However, if a more plus-sized girl bought a top from the Target collaboration, was satisfied, and wanted to explore the brand and purchase more, they’d be disappointed. Unfortunately, only super
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selected styles and print are sold sizes 14 and up. This is puts somewhat of a limit on their sales because there are plenty girls that love Lilly, but can’t purchase a style they want because they aren’t under a size 14.
Opportunities 1. Diversity After all of the positivity that came with the Target collaboration, Lilly could see how adding size and culture diversity to their products would definitely increase their sales. Customers connect with a figure that resembles them, so if Lilly tried to connect with a broader audience, more customers would feel more positive about the brand. This could mean with sizing, ethnicity, or age; the more diversity the better. This doesn’t mean they need to stray away from the beach-y aesthetic, but simply incorporate more customers that enjoy the same feel. 2. Blogger/Customer Social Media Advertising Also, they have an aesthetic that would be great for an even stronger social media presence. Their brand is very trendy amongst all ages, so if they try to connect with all types of customers, it’ll convey a positive image. Utilizing popular social media bloggers could help further push advertisement. These bloggers could hold their own contests and offer their very own discount codes for Lilly’s’ website. 3. Store Openings Collaboration with smaller brands within the same trend of market would be great to open up more store fronts. This way, the two brands could market each other, making a wider audience. Brick and mortar are slowly becoming popular again
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because they provide an experience for customers, so opening more store fronts on high-foot traffic areas could help. 4. More Partnerships Lilly Pulitzer has the potential for many more collaborations. They already collaborate with Jack Rogers and Belk, but they need to do more “quick� collaborations with places similar to Target. This way, more shoppers will see the brand, and feel more inclined to give it a chance.
Threats 1. Other Popular Trends Lilly is about a very bright, fun lifestyle, while the very popular trend amongst millennial’s nowadays is very dark colors and minimalistic shapes. Edginess over sweet. These trends are becoming much more prominent on social media, however, Lilly could use this to their advantage because they will become the brand that stands out from other sites. 2. Common Retailers Vineyard Vines offers a lifestyle, but not only to females, but males as well. Also, they do stay pretty trendy with their designs. Vineyard also has sales, a huge social media presence that competes with Lilly, and plenty of collaborations. With Vineyard having it broader audience, it makes it hard to compete on a social media level.
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3. Fast Fashion Fast fashion plays a major part in one of Lilly Pulitzer’s threats. Stores like Forever21 and H&M that offer copy-cat silhouettes of popular dresses for a super low price can be challenging because people love a good steal. It’s almost like they’re hanging on from brand loyalty. Also, these fast fashion retailers are utilizing trends that are super opposite from the Lilly brand. 4. Other Companies Embracing Diversity With the majority of other companies embracing diversity within their market, Lilly looks aged. The company should really begin advertising different types of customers soon before they completely fall behind in comparison to their competition.
Conclusion After performing a SWOT Analysis for Lilly Pulitzer, there are several things that could be fixed more simply than others. The company’s efforts to understand millennials would be a strong step since it makes up the vast majority of their profits. However, they need to push they elderly crowd as well. Maybe by including elder models in come unique ads, same with the “young mother with her child” aspect, or adding a variety of different people. Plus-sizes are super limited, and plus-sized models are rarely even featured, and the average 6 – 10 is never featured. Even on their social media when they post pictures of customers in their outfits, its 9 times out of 10 a slim, white female with blonde hair. Opening the brand to a wider variety of customers would boost their brand an incredible amount. This would work well, especially if they had another collaboration with Target, a company that really embraces all types of women. This movement
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could also boost their social media presence because it will attract a wider audience. They’re doing a decent job now with interacting with customer, but if they held social media contests, involved popular bloggers, and incorporated more daily posts featuring all types of customers, the public would engage much more.
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Strategy & Tactics Marketing Goals
When creating a marketing plan, having goals is important since they will be the
standards to reach for. The goals for Lilly Pulitzer are: 1. Add sizes 16 – 22 to the La Via Loca line for the Spring 2017 launch to increase overall collection sales by 30%. 2. Comment to 15 more followers on the company’s social media posts daily.
Goals, Objectives, & Methods:
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1. Add sizes 16-22 to the La Via Loca line for the Spring 2017 launch to increase overall sales by 30%. a. Lilly Pulitzer’s La Via Loca line is very popular according to the company’s website. However, the sales are still limited due to the clothing size restrictions. Focusing on adding more size diversity to the line would attract more positive reviews and customers, leading to more sales. Objective 1: Create new silhouettes to the existing designs. Method A: Consult with existing design team.
Method B: Young interns will give suggestions.
Method C: Source models to try out the silhouettes.
To-Do Research silhouettes that are flattering and trendy on all sizes.
Young interns will give honest feedback based on existing millennial knowledge.
Models should range from sizes 00 to 22.
Incorporate existing patterns with a fresh flare.
If suggestions are made, the design team will re-evaluate.
Models should still embody the fun essence of Lilly Pulitzer.
Decide on color scheme based on customer reviews.
Modify designs if needed after model testing.
Objective 2: Create promotional advertisements for the line. Method A: Develop promotional messages.
Method B: Talent sourcing.
Method C: Final ad postproduction.
To-Do Develop ideas for social media, website, radio, email, and print ads.
Hire new models that possess size and ethnic diversity.
Review and edits of the photos from the photoshoots.
Develop concepts to be applied to each promotional resource.
Models will have great energy in the ads.
Contact the necessary advertisement resources.
Differentiate promotions across sources accordingly.
Set up plan for release.
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Objective 3: Implement new advertisements to radio spots, email, social media, print, and on the company’s site. Method A: Release advertisements.
Method B: Deliver a press release.
Method C: Launch line.
To-Do Release the first round of anticipation advertisements.
Develop press release message.
Release official ad(s) through all promotional methods.
Schedule ad posting dates and times for the following months.
Perform review; make any necessary changes.
Analyze the public’s responsiveness to the ads.
Contact PR team to schedule release.
2. Comment to 15 more followers on the company’s social media posts daily. a. Social media is such a powerful way to really attract attention to any company. Lilly Pulitzer has a decent social media presence; however, it could be furthered. Customers and potential customers will feel more inclined to purchase if they feel more connected with the brand. Objective 1: Improve Instagram, Facebook, and Twitter presence. Method A: Re-engage on Instagram with customers.
Method B: Implement celebrity endorsements.
Method C: Make tweets and Facebook posts interesting.
To-Do
Allow the customers to tag the brand on their pictures.
Contact celebrities that genuinely enjoy the brand.
Give posts a personality.
Post on active times of the day.
Give them guidelines on what/when to post.
Inform customers on new releases and flash sales.
Stay on top of Instagram trends, such as the new “Boomerang” feature.
Set up a contract.
Feature items that are very trendy for that particular month.
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Objective 2: Implement the uses of YouTube and Snapchat. Method A: Give customers a “behind the scenes” look on Snapchat.
Method B: Create short, fun videos for YouTube.
Method C: Conduct interviews with celebrities that wear the brand.
To-Do Show customers a quick look at the print design process.
Create short videos for trendy items.
Have quick sessions with celebrities that wear the brand.
Taking a personal look at key employees.
A look at a new photoshoot.
Take a look at their favorite brand pieces.
Feature store fronts, inviting customers to come in and shop.
Videos of the process of painting in all of the new stores.
Objective 3: Offer engaging and rewarding challenges on social media. Method B: Advertising loyal Method A: Discounts offered customers wearing the brand at certain times of the day. on its’ pages.
Method C: Giveaways for certain social media competitions.
To-Do On special days of the year, advertise discounts.
Post customers that constantly tag the brand wearing its’ pieces.
Offer a discount to customers who can spot the “Lilly” in each piece.
A certain time of the day might have a special number meaning, so offer a discount.
Engage on customers pages on what is their favorite Lilly piece.
Advertise a “buy this, get this a % off”.
Feature customers that wear Lilly to big events like the Kentucky Derby.
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1. Add sizes 16-22 to the La Via Loca line by the Spring 2017 launch to increase overall collection sales by 30%. Objective 1: Create new silhouettes to the existing designs.
Objective 2: Create promotional advertisements for the line.
Objective 3: Implement new advertisements to radio spots, email, social media, print, and on the company’s site.
Evaluation The number of new designs will have the number of outfits from the existing line and the new sizes taken into consideration.
Two ads will be made for everything except the radio spot. One set will be the anticipation ads and the last set will be the official ads.
The number of times the ad(s) will be shown will vary with each promotional source.
Outcome These new silhouettes will create a flattering look on all sizes, adding to the diversity of the line.
The anticipation ads will gain the interest of the audience to wonder what the change will be, and the official ads will advertise the positive change.
The ads will be released on many major promotional sources, bringing a lot of attention to the brand and the line.
2. Comment to 15 more followers on the company’s social media posts daily. Objective 1: Improve Instagram, Facebook, and Twitter presence.
Objective 2: Implement the uses of YouTube and Snapchat.
Objective 3: Offer engaging and rewarding challenges on social media.
Evaluation The number of comment and like notifications will indicate the level of interaction.
The activity can be monitored Review how many coupon through the number of video codes were used on the site views on each source. with purchases. Outcome
A boost will be seen on the amount of activity each social media outlet receives, which will bring more attention and customers.
With the help of celebrity endorsement, using videos will help boost sales with the celebrity fan base.
Customers will feel more inclined to engage when a reward is offered, providing advertisement and sales for the company.
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Target Market Segmentation: The brand traditionally targets college graduates, young mothers, and free spirits. However, the brand has the feel of “hand-me-downs�, like when a girl grows up, her mother can pass her down some of her pieces, and her older mother will still be inclined to expand her collection with more age-appropriate outfits, like wide-leg pants and airy tops. However, the brand is targeting millennial’s. a. College & post-college/early career ages 20 to 28. b. Located on the southern east coast, Texas, & California. c. Bubbly personalities, more than likely part of a sorority organization, willing to pay for good quality clothing.
Marketing Mix: Product The quality of clothing has not differed over the years, which is a good thing because the quality is great. The clothes are made to last, which sets them in a different setting than fast-fashion, which has a very negative outlook for environmental purposes. Their strongest products would be their classic shift dresses that are constantly growing more popular. They also feature a multi-generational appeal with its classic silhouettes, vibrant yet non-juvenile prints, and a variety of chic products like planners, stationary, bags and more. The La Via Loca line will be unique compared to the other collections because of its new-founded diversity and refreshing new designs.
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Price The price ceiling for Lilly Pulitzer is around $350, especially for dresses with a thicker material. The price floor is around $80 for basic prints and lighter weight fabrics. The La Via Loca line will have a price floor of $60 since it will be of quality, but the price ceiling will be $150. The ceiling takes into consideration that more material will be needed to accommodate more sizes. However, with it being Spring line, the fabrics will be much lighter in weight, cutting some costs. Also, demand for the product will be much higher than past seasons due to the wider variety of customers able to purchase. Discounts will be implemented about 3 weeks after the release of the line. This puts the line at a more competitive range with similar stores like vineyard vines because it comes at a similar price, yet better quality.
Competitor Price Comparison
Lilly Pulitzer
Vineyard Vines
Vera Bradley
Dresses
Avg. Cost: $220
Avg. Cost: $200
Avg. Cost: not sold
Pants
Avg. Cost: $150
Avg. Cost: $110
Avg. Cost: not sold
Tops
Avg. Cost: $100
Avg. Cost: $130
Avg. Cost: not sold
Bags
Avg. Cost: $80
Avg. Cost: $200
Avg. Cost: $100
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Place The line will be sold through the company’s’ website and in its’ flagship stores. After around one month, it will be released to the popular retailers like Belk and Nordstrom like the company usual does. However, some pieces will be sold exclusively on the company website. Promotion Promotion for the Spring 2017 La Via Loca will be implemented through the following: •
Display Advertising
•
Radio Advertising
•
Database Marketing
•
Digital Marketing
•
Public Relations
•
Cross-Promotion
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Communication and Promotions Plan A communication and promotion plan will be conducted for the new Lilly Pulitzer collection “La Via Loca” for Spring 2017. Promotional materials will include: •
Magazine advertisement
•
Radio spot
•
Mailed postcard
•
Social media marketing (Facebook, Instagram, Twitter, YouTube, Snapchat)
•
Press release
•
Cross-promotion strategy
Lilly Pulitzer has already implemented the uses of magazine advertisement, postcards, social media, and cross-promotional strategies. This plan will make plans and improvements to the new La Via Loca collection, while keeping in mind maintain the brand aesthetic. However, radio station spots will be introduced as a new method, so this strategy will be exercised with the other forms of marketing, while again keeping in mind the brands aesthetic.
Brand Identity As a brand, Lilly Pulitzer is very bright and preppy. They like to use cursive and bright typefaces. Their ads consist of a lot of smiles and exhibiting a care-free lifestyle. There are also a lot of drawn-on details on top of the photo ads. Playfulness is key in any advertisement, and it is very effective because it grabs your attention and gives you a positive vibe. This advertisement will be no different in style, but it will include size and ethnic diversity. The models will still posses the all-American facial look, with bright eyes and big white smiles.
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Budget Summary According to Oxford Industries Inc., Lilly Pulitzer acquired $204.6 million in sales for 2015 with a $5 million marketing budget. This campaign will target the southeastern region, which will include Virginia, North Carolina, South Carolina, Georgia, and Florida. The total sales budget will be divided by 5 for the total of major US regions (Southeast, Northeast, Midwest, Southwest, and West), resulting in $41 million made from the Southeast region. Lilly has 8 print-collections, including La Via Loca, so the total sales will be divided by the 8 lines, resulting in an estimated $25.6 million per line, resulting in $5.1 million sales from the existing La Via Loca in the Southeast region after dividing out the other regions. This will leave a budget goal of 1.5 million.
Type of Promotion
Details
Cost
Magazines – Teen Vogue Marie Claire
1 full page ran 10x 1 full page ran 6x
$134,160 $19,572
Pandora Spot Postcard
$7 per cpm (based on assumptions of customer use) 100,000 cards through Modern Postcard
$700 (with 100,000 impressions) $4,119
Social Media – Instagram Facebook Twitter Snapchat YouTube
Celebrity endorsement $.24 cpm (estimated use) $4 cpm promo (estimated use) Free $.10 cost per view
$150,000 $24 (with 100,000 impressions) $400 (with 100,000 impressions) $0 $10,000 (for 100,000 views)
Press Release
PR Team
$5000
Cross Promotion
Pending
Pending
$153,732 for August ad purchases. $323,975 per each month: January, February, March, April
Total Cost: $1,449,632 23
Marketing Timeline
Sales: Expenses: Monthly Net Total: Total:
Aug. 2016
Sep. 2016
Oct. 2016
Nov. 2016
Dec. 2016
Jan. 2017
Feb. 2017
Mar. 2017
Apr. 2017
$0
$0
$0
$0
$0
$0
$11.1M
$11.1M
$11.1M
$153,732
$0
$0
$153,732
$158,732
$323,975
$323,975
$170,243
$165,243
-$153,732
$0
$0
-$153,732
-$158,732
-$323.975
$10,776,025
$10,929,757
$10,934,757
-$153,732
-$153,732
-$153,732
-$307,464
-$466,196
-$790,171
$9,985,854
$20,915,611
$31,850,368
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Promotional Materials Press Release Cost Summary
December 2017
Website Announcement:
$0
$0
$0
$0
$0
$0
Company Social Media Announcement:
$0
$0
$0
$0
$0
$0
(PrePayment) $1,1250
(PrePayment) $1,250
(PrePayment) $1,250
(PrePayment) $1,250
$0
$5,000
Ashley Graham Instagram Post:
January 2017
February 2017
March 2017
April 2017
TOTAL:
Lilly Pulitzer will release a statement on their website for January 1st, 2017, where the collection change will be outlined to the public. The release will also be posted on all the company’s social media accounts, where a brief description will be made and a link to the official release on www.lillypulitzer.com. Also, plus-sized up-in-coming model Ashley Graham will post about the change and product 2 to 3 times a month. She will receive payment for each month a month in advance.
Timeline 11/1/16 11/6/16 11/10/16 11/21/16
11/30/16 12/10/16 12/20/16
12/29/16 1/1/17
Outline Development Draft One Draft Review Edits Ad Review: 2 Final Cleanups Released
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FOR RELEASE January 1st, 2017 Lilly Pulitzer is proud to announce that it will be stepping in a new direction this Spring, beginning with its’ La Via Loca Line. After years of tradition in the company, it has been decided that things need to be seen in a broader light. This upcoming Spring season will feature all of your favorite prints. However, our La Via Loca line will introduce more ethnic and size diversity. The company is very pleased with this transition and how the public will react to it. As a company, Lilly Pulitzer wants to be able to reach the widest variety of its customers. Adding a wider variety of sizes for the pieces will provide a more inviting experience for the customers. Not only will the clothes feature more sizes, but the models will vary in size and ethnicity as well. Introducing these new models will give customers an even better chance to relate themselves to the pieces a certain model is wearing. Through this change, we look forward to continuing our collaboration with Jack Rogers, which will be featured as well. Following the success of this change, engaging with another collaboration with Target will also come into play. The Lilly Pulitzer staff is hard at work with the campaign ads for this evolving line, keeping in mind the customer. As many of you have already seen, the company released today an ad enticing engagement and excitement with our audiences. Once the collection date comes closer, more detailed ads will be released. These ads can be found on all popular social media outlets, radio announcements, and features in Marie Claire, Teen Vogue, and Cosmopolitan magazines. For more information, please visit www.lillypulitzer.com We look forward to you all experiencing La Via Loca this Spring!
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Display Advertising Cost Summary Teen Vogue: Marie Claire:
August 2016
November 2016
December 2016
January 2017
February 2017
TOTAL:
$134,160
$134,160
$134,160
$134,160
$134,160
$670,800
$19,572
$19,572
$19,572
$19,572
$19,572
$97,860 $768,660
Teen Vogue and Marie Claire are very popular fashion magazines that attract the target market audience. Each magazine has a print audience of over 5 million, so it will give the company great exposure. The first two months (December and January) will run the anticipation ads. These anticipation ads do not yet showcase the line, but give a sneak peek of what’s to come. This method will entice the brands current audience and attract new customers that will be interested in what change it coming. After the running of the anticipation ads, the official advertisement of the clothing line will start circulating in the magazines from the months February to April. The timelines depict when the ad will be purchase, while the charts below will specify when the ads will be published. The first purchase made in August 2016 is made early to understand guidelines of the magazine and other fine details. With purchasing early, the design team will have time to create the ads within the guidelines of the company’s. After the guidelines are understood, then the other spots will be purchased closer to the publishing dates.
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Anticipation Ad Timelines December Publishing’s: Teen Vogue
8/24/16
9/10/16
10/1/16
10/10/16 12/1/16
12/29/16
Marie Claire 8/24/16
9/10/16
101/16
10/15/16 12/1/16
12/20/16
Purchase Ad Spot Ad Design Editing Ad Review Send Ad Ad Published
Purchase Ad Spot Ad Design Editing Ad Review Send Ad Ad Published
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January Publishing’s: Teen Vogue 11/21/16 12/11/16 12/28/16 12/30/16 1/1/17
1/29/17
Purchase Ad Spot Ad Design Editing Ad Review Send Ad Ad Published
Marie Claire 11/21/16 12/11/16 12/28/16 12/29/16 12/30/16 1/20/17 Purchase Ad Spot Ad Design Editing Ad Review Send Ad Ad Published
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Official Ad Timelines February Publishing’s: Teen Vogue 12/21/16 12/31/16 1/15/17
1/25/17
2/5/17
2/28/17
1/25/17
2/28/17
2/20/17
Purchase Ad Spot Ad Design Editing Ad Review Send Ad Ad Published
Marie Claire 12/21/16 12/31/16 1/15/17 Purchase Ad Spot Ad Design Editing Ad Review Send Ad Ad Published
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March Publishing’s: Teen Vogue
1/21/17
1/30/17
2/15/17
2/25/17
3/1/17
3/29/17
Marie Claire 1/21/17
1/30/17
2/15/17
2/25/17
2/28/17
3/20/17
Purchase Ad Spot Ad Design Editing Ad Review Send Ad Ad Published
Purchase Ad Spot Ad Design Editing Ad Review Send Ad Ad Published
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April Publishing’s: Teen Vogue
2/21/17
3/2/17
3/17/17
3/30/17
4/1/17
4/28/17
Marie Claire 2/21/17
3/2/17
3/17/17
3/25/17
3/29/17
4/20/17
Purchase Ad Spot Ad Design Editing Ad Review Send Ad Ad Published
Purchase Ad Spot Ad Design Editing Ad Review Send Ad Ad Published
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33
34
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Database Marketing Cost Summary Mailed Postcard
January 2017 $4,119
February 2017 $4,119
March 2017
April 2017
$4,119
$4,119
TOTAL: $16,476
Postcards will be sent to one major city per targeted state once a month. Virginia – Richmond, North Carolina – Raleigh, South Carolina – Charleston, Georgia – Atlanta, and Florida – Palm Beach. The total for developing and mailing 100,00 cards will total $4,119. 20,000 postcards will be distributed per city, and they will be focused on the center of each city and spreads out equally. The post cards for the months of January and February will feature the anticipation ad on the card with the social media url’s for the readers to follow. Once the line is released, different variations of the official ads will be printed on the card, giving the information of where to shop for the new line. The usage of these post cards will help inform many of the customers that might not be as tech-savvy, helping them gain knowledge about the changed line and how to shop it.
Timelines January: 11/30/16
12/15/16
12/17/16
12/29/16
Design Postcard Design Review Order Cards Postcards Mailed
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February: 12/30/16
1/15/17
1/17/17
1/29/17
1/30/17
2/15/17
2/17/17
2/28/17
3/1/17
3/17/17
2/19/17
3/30/17
Design Postcard Design Review Order Cards Postcards Mailed
March:
Design Postcard Design Review Order Cards Postcards Mailed
April:
Design Postcard Design Review Order Cards Postcards Mailed
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Radio Spot Cost Summary Pandora
January 2017 $700
February 2017
March 2017
$700
$700
April 2017 $700
TOTAL: $2,800
Using Pandora versus regular car radio would be the best move for this target market. The ad will be played on stations that feature country music and today’s hits because they are popular genres. The script below will be completed with a very pop-like tune playing in the background and read by a happy, young female voice. The energy will be very fun to grab positive attention from the listener. It will play specifically in the targeted states, that way the audience will be even more concentrated.
Script “This spring, everything will change. Lilly Pulitzer will embark on a new adventure with our La Via Loca line. Check out Lilly Pulitzer on Instagram and find out more on Lilly Pulitzer dot com. Are you ready to be apart of change? Because Lilly is.”
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Timeline 10/1/16 Pandora Prepare Script Client Speech Testing Sound Development Review Send to Pandora Edit Feedback Send Final Edit Air Date
10/14/16 10/15/16 10/20/16 11/1/16
11/20/16 12/10/16 1/1/17
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Cross Promotion Lilly Pulitzer already collaborates with Jack Rogers shoes. The price of the promotion is still to be negotiated. During the timeline of the Spring collection, the two companies could offer a discount code with the purchase of a piece from the La Via Loca line and also an exclusive jack rogers line. This way, both companies receive exposure on each others website. Whenever a customer purchases an item from either brand and receives a coupon, they will more than likely purchase from the other brand.
Cross Promo
10/1/16 10/15/16 11/20/16 12/28/16 1/1/17
2/1/17
2/16/17
Contact Jack Rogers Content Planning Design Review/Edits Completed Deal Released
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Digital Marketing Cost Summary
January 2017
February 2017
March 2017
April 2017
TOTAL:
Instagram:
$150,000
$150,000
$150,000
$150,000
$600,000
Facebook:
$24
$24
$24
$24
$96
$400
$400
$400
$400
$1,600
Snapchat:
$0
$0
$0
$0
$0
YouTube:
$10,000
$10,000
$10,000
$10,000
$40,000
$0
$0
$0
$0
$0
Twitter:
Email:
$641,696
Instagram Instagram will post sponsored ads of the La Via Loca line throughout the months of January – April. The monthly cost will be $150,00, and Instagram will sponsor the ad on timelines that follow similar brands. The months of January through February will sponsor the anticipation ad, while the months March through April will sponsor the official ads. Facebook Facebook will suggest the Lilly Pulitzer page, but the company has a business page on its’ own already. The page will post similar content much like Instagram and Twitter, but it’ll go a little more in-depth. Twitter Twitter will sponsor the Lilly Pulitzer page, and the page will sport a certified account check. Twitter will have postings that are more frequent than Instagram and Facebook without going over board. The Twitter account will be the quickest customer response source as well.
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Snapchat Snapchat is free to use and the company’s Snapchat name will be advertised on their social media account on their own posts. The company will post at least 3 photos and 2 videos on the account Mon.-Sat. These snaps will feature behind-the-scenes looks at the company such as the design process and photoshoots. YouTube The company has a YouTube account that is free. However, YouTube will be paid to advertise the upcoming line on videos related to the brand. They will meet 100,000 views every month, costing $10,000. The videos that the brand will post will feature celerity fan interviews, and more in-depth behind-the-scenes looks at the company. Email Email blasts come at no cost, and will be made on Monday’s and Thursdays. These blasts will feature any deals that are happening and include coupon codes. Every time a new customer checks out, they will be asked to be added to the company’s mailing list.
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Timelines Social Media (Facebook, Twitter, Instagram) Processed 2 days before posting.
Content Formation Content Review Image Addition Complete Review Ad Completed Ad Posted on All major social media
Posts will be made daily, once a day.
Social Media
YouTube YouTube
Editing Ad Completed
Posts will be made every Monday.
Content Formation Content Review Video Recording
Processed 2 weeks before posting.
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Snapchat Content planned two days before each posting.
Content Formation Content Review/Edits Imagery and Animation Addition Review Completed Email Blast Sent
Postings will be made Monday through Saturday 10-5 unless it’s a big event.
Email Email
Review Completed Email Blast Sent
Blast sent every Monday and Thursday.
Content Formation Content Review/Edits Imagery and Animation Addition
Processed 1 week before sending.
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Editorial Calendars Social Medias Social Medias
Topic
Content
Discover and explore the new line.
Discuss that weeks featured pieces and incorporate a coupon code. Daily items will be shown, as well as celebrities that enjoy and wear the pieces. Fun new pictures and doodles will be posted.
Keywords
Daily
Written by: Social Media Team
#lavialoca #findthelilly #spring2017
Email Email Blast
Topic
Content
Keywords
Mondays
Written by: Social Media Team
Discover and explore the new line.
Discuss that weeks featured pieces and incorporate a coupon code. Will feature a fun doodle picture of the pieces.
#lavialoca #findthelilly #spring2017
Thursdays
Written by: Social Media Team
Feature a piece that’s perfect for the weekend and a select style code. Weekend style codes. Will feature a picture of a model modeling the piece.
#lavialoca #spring2017
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YouTube YouTube
Topic
Content
Keywords
Weekly
Written by: Social Media Team Recorded by: Lilly Pulitzer Film Crew
Discover and explore the new line.
A video will be posted weekly. Each week will feature a new behind the scenes look, celebrity #lavialoca interview, and a look in at #findthelilly big events. The videos #spring2017 will be short, varying from 2-5 minutes. They’ll display new pieces and have upbeat music.
Snapchat YouTube
Topic
Content
Keywords
Monday - Saturday
Recorded by: Lilly Pulitzer Staff
Staff members will have control of the account, understanding all the guidelines. They will record mini videos showing looks at the Discover and explore design process, hiring the new line. models, and the daily life at the office and flagship stores. When events are happening, one employee will cover behind-thescenes snippets from the event.
#lavialoca #findthelilly #spring2017
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Media Kits Teen Vogue - http://www.condenast.com/brands/teen-vogue/media-kit Marie Claire http://webapp3.itechne.com/PacMagsMediaKit1/Uploads/Downloads/Pacific%20 Magazines/General/MediaKit-marie+claire.pdf Modern Postcard - http://www.modernpostcard.com/products/postcard-standard Pandora - http://advertising.pandora.com/ Facebook https://www.facebook.com/business/?campaign_id=838271292900675&placement =exact&creative=86514484749&keyword=facebook+advertising&extra_1=d405b 6bd-ad7a-4d3f-82e9-2dbd3655fd2f Instagram - https://business.instagram.com/advertising/ Ashley Graham - Mina.White@img.com Twitter - https://business.twitter.com/es/advertising.html YouTube - https://www.youtube.com/yt/advertise/
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