THE
SATCHEL COMPANY
communications plan autumn winter 2018 edited style campaign
contents;
introduction
aims & objectives
strategic approach
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02
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marketing tactics fashion film
marketing tactics print advertisements
marketing tactics digital marketing
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07
09
success monitoring
conclusion
appendices
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13
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references
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introduction;
this report will contain and detail the promotional communication techniques used for the rebranding of the cambridge satchel company and the aw16 edited style campaign. the campaign will include the creation of a fashion film, print advertising campaign and digital marketing techniques, including the redesign of the brand website and supporting social media campaign. the edited style campaign will signify the beginning of the rebranding of the cambridge satchel company, the tactics involved will increase brand awareness and clarify the brand identity amongst consumers, defining its place as a strong competitor within the accessible luxury market. key sections covered in this report will be; strategic approach, marketing tactics and success monitoring and contingencies. this report coincides with the supporting marketing plan document that details; background, consumer profile, market analysis and the marketing strategy.
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aim to rebrand the cambridge satchel company using an in-house print and film campaign and the redesign of the brand logo and website
objectives to develop brand awareness and recognition for the cambridge satchel company amongst consumers during the period of august 2018 to november 2018 to clarify the brands positioning and identity to the target consumer, utilizing social media platforms such as instagram during the period of august 2018 to november 2018 to increase sales performance for the cambridge satchel company following the aw18 campaign through online and retail sales by 20% by november 2018
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strategic approach; the edited style aw18 campaign will initiate the rebranding of the cambridge satchel company, successfully distinguishing the brand image and identity that will take place in all following campaigns. as a result of the comprehensive campaign, the cambridge satchel company will see an increase in online and retail sales as the brand identity is clarified. initiatives within the campaign will re-establish the brands place in the accessible luxury market, determining the brand as a strong competitor. the edited style campaign will provide a minimal, yet classic aesthetic in order to target and connect with the phoebephiles. key tactics within the campaign include; a fashion film, print advertisement campaign and digital marketing techniques, including the redesign of the brand website and a supporting social media campaign. each tactic will be integrated with one another to ensure consistency and provide a well-defined brand identity. a key colour palette will be used within each tactic throughout the edited style campaign and the overall aesthetic will be consistent, creating a captivating yet classic campaign to connect with the consumer.
ATTENTION
INTEREST
DESIRE
ACTION
film print advertisements social media; teasers & gifs
film print advertisements social media
film print advertisements social media website
website social media
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AUGUST 2018
6th film released on instagram & youtube
14th september issues featuring print campaigns released & campaign imagery released on instagram
16th website features campaign imagery
SOCIAL MEDIA
the edited style campaign initiatives will begin on 1st august 2018 with a social media campaign that will run throughout. instagram will be the key platform, releasing teasers for the fashion film, prior to its release on instagram and youtube on 6th august 2018. following the launch of the film, the print advertising campaign will be released in the september issues of magazines on 14th august 2018. instagram will also unveil the campaign imagery on the same day. the newly designed website will feature the campaign imagery and film from the 16th august 2018, as consumers will be able to then purchase the campaign collection. following the release of the edited style campaign, the website and social media pages will continue to follow the rebranded aesthetic, including a new brand logo as the campaign marks the beginning of the new image for the cambridge satchel company.
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FASHION FILM
marketing tactics;
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the edited style campaign will begin with a striking fashion film that will create a considerable amount of attention and desire for the brand. the film will be unveiled on instagram and feature on the brand youtube channel, additionally, it will appear on the redesigned brand website. dancing and movement will be a fundamental element within the fashion film as there is no set narrative. the movement will provide a carefree feel to the film and allow consumers to enjoy the film whilst focusing on the bags. although the bags are the main element, it is important that the film does not become boring and solely film the bags. a variety of shots will ensure that it is engaging, including close ups of the models face, long shots and the use of camera tracks, to follow the model as she walks or dances. two mirrors will feature as props within the film, providing a more interesting aesthetic. the cinematography will showcase the bags in a minimal yet stylish way, whilst also focusing on the models personality.
the chosen location for the film is the hepworth gallery calder room, the space is very large and bright, with pillars running down the centre. the room has character whilst maintaining the feel of simplicity. the styling will compliment the location, together creating an aesthetic that will highlight the bags. effortless looks will be created, with the use of white and yellow styling contrasting the poppy bag in black. three key bags will feature in the film, with three different outfits. one model will feature in the film modelling each outfit, she will have a stylish yet sophisticated look, hair will be minimal, whilst a subtle smoky eye and nude lip will be used for makeup. the model will possess a confident persona in the film, allowing the consumers to connect with and aspire to her, resulting in desire and interest in the bags. simple editing will be used for the film, the order of shots will be carefully considered to work in time with the song. the choice of song, twist your arm by ten fe, has an upbeat, uplifting sound and features an energetic beat for the model to dance and move to. the newly designed logo will feature at the beginning of the film, as the first shot with the bag is introduced. the film will be cut between 1:30 to 2 minutes, ensuring consumers remain engaged throughout. the edited style film will convey messages of versatility and style, achieved by the products it showcases. the bags will be displayed as timeless products that will compliment a multitude of outfits, defining itself an essential staple within the consumer’s wardrobe. the simplistic, yet captivating style of the film draws attention to the beauty and wearability of the bags, offering consumers an investment product that will withstand time and changing trends, whilst providing style and quality. a vast amount of desire and interest will be created as a result of the film, leading to the action of purchasing the products featured in the campaign. • to view the film, refer to the accompanying ‘the cambridge satchel company fashion film’ video
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PRINT ADVERTISEMENTS
marketing tactics; the edited style campaign will employ print advertisements following the release of the accompanying fashion film. the advertisements will feature in monthly glossy magazines, including elle and glamour, targeting the phoebephile and successfully creating brand awareness amongst consumers. the advertisements will debut in the september issues, the largest issue of the year. by advertising in the september issue, the cambridge satchel company will demonstrate itself as a fashion driven accessory brand, worthy of consumer’s attention and desire. although it will be a costly initiative, there will be a high level of impact as brand awareness and recognition increases. elle and glamour provide fashion and style for the phoebephiles at both an ambitious and accessible level, making them highly suitable for the advertisements. other accessible luxury brands can be found advertising in these particular magazines, clarifying the need for the cambridge satchel company to advertise within the selected publications. the advertisements will create desire for consumers to shop online or visit one of the stores, leading to the action of purchasing a product from the cambridge satchel company. a classic yet cool aesthetic will be created within the advertisements, the visuals of the shoot will coincide with and compliment the film and digital marketing techniques. the location will provide a detailed yet simple backdrop, perfectly complimenting the classic style of the bags. there will be no props used within the advertisements, as the theme of the shoot will be minimal yet eye catching, to create striking images to connect with the consumer. in order to create a style conscious advertisement, the clothing will be carefully selected to provide a classic, yet fashionable look, whilst ultimately drawing attention to the bags. the colour palette will be crucial, as white and yellow will be used to contrast against the poppy bag in black leather. a simple black dress will create a classic look and showcase the envelope bag in dusky pink. together, the location and styling will highlight both the beauty and wearability of the bags. craftsmanship and style will be portrayed together, creating a highly desirable bag.
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one model will feature in the advertising campaign as in the film. the model will be carefully selected to provide a classic yet stylish look for the phoebephiles to connect and aspire to. a sophisticated and stylish look will be created through makeup and hair that will compliment and enhance the models natural beauty. hair will be kept minimal, tied in a low ponytail, whilst a subtle smoky eye and nude lip will be the chosen makeup look. in keeping with the film, the print advertisements will also convey messages of versatility and style to the consumer. although the print campaign will not feature movement as the film will, the images will still have a captivating feel to attract the attention of the consumer. each component of the images, including styling, location and model poses will result in captivating images that will highlight and draw attention to the versatility and timelessness of the products. the cambridge satchel company will portray itself in a new light, redefining itself as a stylish brand worthy of consumers desire and attention. together with the redesigned logo, the layout of the advertisement will be crucial. white space and image placement will be key in creating a desirable brand image for the cambridge satchel company. as a result of advertising in magazines such as elle and glamour, brand trust amongst consumers will increase. the selected magazines are highly respected, allowing consumer trust to increase as the cambridge satchel company will be seen within these established publications. • to view the complete print advertising campaign, refer to the accompanying ‘print campaign imagery’ booklet 8
DIGITAL MARKETING TECHNIQUES
marketing tactics; digital marketing techniques are crucial for both the rebranding of the cambridge satchel company and the edited style campaign. prior to the films debut on instagram, teaser clips and gifs will be posted on the platform to create attention for the upcoming film. after publishing the film on social media, following posts will drive attention further and generate interest in the brand. the print advertisements will also be released on the social media pages as they are released in the september issues. the social media initiatives will run throughout the campaign and will continue as the campaign ends. instagram will be the crucial platform, as engagement with brands on instagram is ten times higher than facebook and 84 times higher than twitter (smith, 2016). the phoebephiles are avid instagram users so it is vital that the instagram page is engaging, creating a lean forward medium that will encourage consumers to connect with the brand. a result of a creating a successful instagram page will lead to the action of consumers purchasing products. each social media platform will follow similar themes ensuring consistency throughout, using a variety of images, films and gifs to keep the consumer engaged. the social media pages will follow the themes of the campaign to create a strong brand identity. each platform will be updated regularly on a daily basis, focusing on the key bags of the campaign.
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in order to successfully rebrand the cambridge satchel company, the website will be redesigned completely. similarly to all other tactics, the website will utilise a simplistic approach, with white space and stylish aesthetics allowing the bags to be the main focus. the new logo will be used on the website also. both the film and print tactics will feature on the website 10 days after the films release, as consumers will then be able to purchase the campaign products. by leaving time before the campaigns are featured on the website, it will help to create further and interest and intrigue for the brand, driving desire further amongst consumers. in addition to the social media pages and redesign of the brand website, the image advertisements will also feature on the elle and glamour websites as online advertisements. this is due to the high amount of online reach that both websites receive, both are extremely successful with the phoebephile consumer making it an ideal platform to advertise through. • to view the website and social media campaign in full, refer to the accompanying ‘digital marketing techniques’ video 10
success monitoring;
the success of the rebranding and edited style campaign will be measured by the increased brand awareness and recognition amongst consumers, based on social media interaction, including the amount of followers and likes gained on each platform. sales figures will indicate the success of the rebranding and campaign initiatives and will be monitored throughout the campaign, both retail and online with an aim of increasing by 20%. in the event of failing to achieve the objectives set out, the campaign will reconsider advertising techniques and introduce a greater use of pr. this will include the potential introduction of brand events, product placement within magazine and online editorials, and increased blogger partnerships.
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conclusion; as discussed within success monitoring and contingencies, the success of the edited style campaign and rebranding will be measured by sales figures and online following, based on consumer activity on social media platforms. through the edited style campaign, the cambridge satchel company will signify the beginning of a new brand image and identity. the tactics detailed within this communications plan, in addition to the marketing strategy within the accompanying marketing plan will achieve the aims and objectives through the overall image and message being portrayed to consumers. in addition, the cambridge satchel company will clarify itself as a strong competitor within the accessible luxury market. the message created within the campaign, portrayed in both the film and print advertisements will showcase the cambridge satchel company as a brand that offers staple, yet stylish products to consumers that provide a sense of style and timelessness to their wardrobes. the captivating film and imagery will drive the interest and attention for the brand, encouraging the action of purchasing the products. the key consumer, the phoebephile, will connect with the cambridge satchel campaign as the entire campaign is supported by digital marketing techniques, utilizing every opportunity to create desire amongst the consumers. as discussed within the marketing strategy in the supporting marketing plan document, following the purchase of the staple products displayed within the campaigns, brand loyalty and repeat buys will be achieved through trend focused entry level products, such as small leather goods. the edited style campaign will signify the beginning of the cambridge satchel company’s fresh approach, as the brand logo, website and social media pages will compliment the aesthetic of the aw18 campaign. each interlinking strategy will demonstrate to consumers that the cambridge satchel company is a classic, yet stylish brand.
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appendices; CREATIVE BRIEF FASHION FILM
the edited style film will convey messages of versatility and timeless style that can be achieved with the products it showcases. the cambridge satchel company will be displayed as a stylish, current accessible luxury brand
videographer: lauren darn
location: the calder, the hepworth, wakefield 15
the film will debut on the brand instagram and youtube page
props: - 2 x mirrors outfits: - black dress + pink envelope bag - jumpsuit with yellow jumper + the poppy bag/the saddle bag - white trousers, yellow tshirt + the poppy bag
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appendices; CREATIVE BRIEF PRINT ADVERTISEMENTS
a classic yet cool aesthetic will be created within the EDITED STYLE advertisements, the visuals of the shoot will coincide with and compliment the film and digital marketing techniques
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shoot photographer: natasha ullah
location: the calder, the hepworth, wakefield
outfits:
- black dress + pink envelope bag
- jumpsuit with yellow jumper + the poppy bag/the saddle bag
- white trousers, yellow tshirt + the poppy bag
print advertisements will appear as both
single and double page spreads
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appendices; MEDIA BRIEF ADVERTISEMENTS W H E R E W I L L T H E A D V E R T IS E M E N T S APPEAR?
elle magazine elleuk.com glamour Magazine glamourmagazine.co.uk
WHEN WILL THE ADVERTISEMENTS APPEAR?
autumn winter 2018
aug 18 to nov 18
ELLE READER
Urban, educated and affluent Knowledge is her social currency, she looks to ELLE to keep her a step ahead
Loyal to her favourite magazine
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#ELLEUK
An opinion former; a word of mouth champion
THE ELLE360
AUDIENCE
The ELLE woman is style, fashion and beauty obsessed
Social; participating and sharing like never before
Actively seeking out new style content
COST glamour magazine dps £36,964 glamour online £35cpm elle magazine dps £93,600 elle online £55cpm
FLEXIBILITY print advertising is not the most flexible platform, advertisements will need to be given to the magazine in advance and any necessary changes would need to be made early on. online advertisements provide more flexibility.
IMPACT audiences from these particular magazines will react well to the advertisements, both in print and online. readers of these magazines are highly likely to purchase accessible luxury products, resulting in strong sales figures for the brand
SATURATION COVERAGE elle magazine readership: 714k (monthly) elle online page impressions: 15m (monthly) glamour readership: 1 million glamour online page impressions: 34m
GLAMOUR READER
READER PROFILE
own premium beauty
93%
MORE ESTABLISHED AND UPMARKET THAN YOU MAY HAVE THOUGHT
ABC1 Female Average age:
agree GLAMOUR is great for beauty advice
66% 68% 99% 95% 31 29 40%
97%
22%
38%
£238m
spent on beauty in the last 12 months
82%
own designer or premium fashion
93%
agree GLAMOUR is great for featuring new trends
£1.4 bn
spent on fashion & accessories in the last 12 months Source: Glamour Generation Connected 2014 - base of Glamour Squared (regular Glamour print readers AND regular Glamour website users), TGI Jan-Dec 2015 NRS Jul-Dec 15, Condé Nast Reader Survey 2015, Visual DNA Jan-Jun 15 IPSOS Cross-platform research 2014 (19,788 adults aged 15+)
Source: Glamour Generation Connected 2014 - base of Glamour Squared (regular Glamour print readers AND regular Glamour website users), TGI Jan-Dec 15
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elizabeth orwin