urban outfitters
a very merry
christmas
burgundy haughton | bridget walsh | linita jones | jessica soles
table of contents
Step Step Step Step Step Step Step Step Step
1 2 3 4 5 6 7 8 9
1 3 5 8 9 11 12 13 14
step one: Promotional calander month 1 : June
• Review previous marketing strategies for all brands under URBN to determine the most successful time and content to include in upcoming events • Brainstorm event space • Brainstorm promotional advertisements and possible events • Discuss event with record labels to provide an accurate date for the event • Confirmation of Men’s, Women’s, and Apartment Holiday collection
month 2 : July
• Confirmation on band • Confirmation of event space (Standard Hotel NYC) • Confirmation of event date (November 30, 2014 at 12:00AM online “urbanoutfitters.com”) • Brainstorming graphics and teasers • Relaying ideas and mood of event to the graphic design, social media, and marketing teams to create a seamless experience for the customer • Confirmation of Holiday collection shipment/arrival date • Confirmation for Holiday collection product photo shoot • Press release
month 3 : August
• Develop teasers • Complete/Approve Holiday collection product photos/videos • Approve copy and graphics for teaser • Approve Modest Mouse set list • Fitting for Modest Mouse band members in Holiday collection • Select product to be displayed and worn during the event • Finalize set design
month 4 : September • Begin set production • Develop social media hash tags (#URBN) for event and teasers
month 5 : October
• Send out Teaser 1 (Sunday October 26th, 2014 at 12:00AM): All company social medias and direct mailer with video embedded • Finalize and finish set production • Finalize social media hash tags
month 6 : November
• Last minute set production changes • Send out Teaser 2 (Sunday November 2nd, 2014 at 12:00AM): All company social medias and email blast • Send out Teaser 3 (Sunday November 9th, 2014 at 12:00AM): All company social medias and email blast • Send out Teaser 4 (Sunday October 16th, 2014 at 12:00AM): All company social medias and email blast • Send out Teaser 5 (Sunday October 26th, 2014 at 12:00AM): All company social medias and email blast • Send out Teaser 6 (Friday October 28th, 2014 at 12:00AM – December 1st, 2014 at 12:00AM): “Very Merry Modest Mouse Christmas Holiday collection Pre-Sale: On all company social medias
2
step two: Evaluate and brainstorm
• Mind-mapped potential promotional advertisements and events • Discussed previous promotions, like sweepstakes • Thoroughly researched the company and it’s customers compared to the Modest Mouse listeners • Researched demographics and dates to best reach the customer • Research current trends and trends for F/W 2014 • Developed a time and action calendar • Held meetings with the teams (Social Media, Graphics, and Marketing) • Held meetings with Modest Mouse and record label • Ordered pizza and had a conference call with Store Managers of top selling Urban Outfitters stores. • Held meetings with Standard Hotel Execs • Brainstormed inspiration and mood of event
4
step three: Strategic plan teaser 1:
Sweepstakes: $1000 dollar gift towards F/W 14 Holiday collection through entering website
teaser 2: Youtube: Behind the scenes with Modest Mouse and Very Merry Modest Mouse Christmas Holiday set
teaser 3: Instagram/Facebook/Twitter/Pinterest,Tumblr: Show us your best “ugly� Holiday sweater
teaser 4: Instagram: Contest: Win free shipping on all merchandise for the month of December: Post your best ginger bread house (Promotion will be done through all social media facets)
teaser 5: Instagram/Twitter: Customers post Holiday cocktail recipes
teaser 6: A Very Merry Modest Mouse Christmas Pre-Holiday Sale 25% OFF of Holiday collection
Y L G U R F E ## WEAT S UO
6
step four: Team involvement Burgundy Haughton:
• Meetings with product and photography teams
Linita Jones:
• Meetings with press and copywriters
Jessica Soles:
• Meetings with social media team
Bridget Walsh:
• Meetings with graphics and apparel teams All members are present for store managers’ conference calls, meetings with record label, meetings with Standard Hotel execs, and teaser launches.
Sales goals : Teaser Teaser Teaser Teaser Teaser Teaser
1: 2: 3: 4: 5: 6:
Participants: 25,000 Participants: 15,000 Participants: 50,000 Participants: 100,000 Participants: 35,000 Sales Goal: 3-Day sale $1,000,000.00 +
8
step fIVE: De tai ls teaser 1:
• Sweepstakes: $1000 dollar gift towards F/W 14 Holiday collection through entering website • Enter by creating an online profile • Participants are automatically put into the drawing • Winners announced during broadcasting
teaser 2:
• Youtube: Behind the scenes with Modest Mouse and Very Merry Modest Mouse Christmas Holiday set • Exclusive members will be able to view sneak peak video
Teaser 3:
• Instagram/Facebook/Twitter/Pinterest,Tumblr: Show us your best “ugly” Holiday sweater • Users can show off there ugly sweaters using hashtag #UOholiday2014 or #fuglysweaterUO • Best ugly sweater will be reposted on all social platform • Top five winners will earn $25 gift card Urban Outfitters
teaser 4:
• Instagram: Contest: Win free shipping on all merchandise for the month of December: Post your best ginger bread house (Promotion will be done through all social media facets) • Instagrammers will show off pictures of decorated gingerbread houses • Selected winners will be announced the following day at 2pm EST • Winner will be contacted via media post and earn bragging rights
teaser 5:
• Instagram/Twitter: Customers post Holiday cocktail recipes • Photos along with recipe will be displayed on social outlets • Participants will share, tag, and try various recipes from peers • Connects customers around the world • Winners receive UO holiday shoot glass collection
teaser 6:
• A Very Merry Modest Mouse Christmas PreHoliday Sale 25% OFF of Holiday collection • Online and In-Store F/W 2014 holiday merchandise will be offered at a discount
10
step six: Advertising design
Advance Advertising + Social Networking:
We will utilize Instagram, Facebook, Pinterest, Tumblr, and Twitter to excited Urban Outfitters target market about the upcoming event to promote the 2014 Holiday Collection.
Call to Action:
What: An exclusive concert with Modest Mouse Where: Standard Hotel 849 Washington St, New York, NY 100014 and Online Livestream When: November 30th, 2014 at 12:00AM EST Why: To promote Urban Outfitters Holiday Collection
step seven: Contact media For Immediate Release:
H a ve a V er y M er r y M o des t M o us e C hris tmas New York, New York- July 28, 2014
Urban Outfitters Events Team will broadcast a Very Merry Modest Mouse Christmas live stream concert on November 30, 2014 at 12am midnight that will be available via Urban Outfitters landing page. This will promote our Fall and Winter 2014 Pre-Holiday sale, Modest Mouse will perform on a stage designed completely with Urban Outfitters apartment dĂŠcor holiday collection, and band mates along with their companions will be dressed in all Urban Outfitters holiday clothing. This will be a spectacular event, as many of our customers value music just as they value our brand. Being that this is a broadcasting event that will be available through all digital platforms, we are expecting millions of viewers to participate in this once in a lifetime event. Contact: Urban Outfitters Holiday Event Team holidayevents@urbn.com 5000 South Broad St Philadelphia, PA 19112 (215) 454-5500
12
step eight:
step nine: Theme Theme :
Christms Concert
Event :
A Very Merry Modest Mouse Christmas
14
burgundy haughton | bridget walsh | linita jones | jessica soles