Communication Strategy Year 2

Socialiser Launch Event Rebecca Louise Todd Fashion Communication and Marketing, level 5 Event Organisation 5FAMK005C CWK3 Jaime Romeu, Carlos Sanandres

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Contents

I. Introduction II. Objectives III.

Editorial Project

IV.

Current Situation

V.

The Event Concept

VI.

Event Production

VII. Sponsoring & Placement XI.

Structure of Costs

X.

References

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Socializer was developed in the last two parts of this project from a broad social media tool into a complete and formed fashion editorial platform. The platform allows for the brand to consumer engagement and interaction as well as gives them both a place to discover more about whats going on in the fashion world in one place.

Its efficiency will appeal both to brands and individuals within the industry. Its simplicity, innovative format, connection between brand and consumer and the community created by the platform in the industry adds to an already integrated industry.

This project aims to develop an app launch for this editorial project as well as a fashion show.

This will be developed through the presentation of the editorial platform developed in the last two projects, a look into the current situation of the app and their competition and then into the development of the launch event idea.

Socializer has been developed to fit the needs of both brands / companies as well as private users (B2B / B2C). This will be taken into consideration when developing the launch event, the pre event communication as well as the post event communication.

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Introduction

Socializer is an app that will link all your current social media in one place.

Socializer

Brand Socializer: A fashion platform for the working women and men in the fashion industry. A long with a place where fashion fiends and the like can keep up to date with these working fashion women and men in one easy, simple to use and efficient platform.

Project name Socializer brand launch

Date 31st May 2018

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Business to business: This is the primary target audience. They are the individuals in the fashion industry who are a brand or work for a brand.

They are well versed in the industry and know the importance of brand to consumer communication but do not have the time to do this as efficiently as they could.

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Core Audiences

1. Versed

Core Audiences

2. Parvenue Business to consumer: This is the secondary tagert audience. They are the individuals who are fashion industry fiends. Working in the fashion industry is their ultimate goal and that is what they are working towards in studying and keeping up to date with what is going on in the fashion industry.

They are the parvenue of the industry - the seekers - they are who benefit from the authentic and constant information and communication from fashion brands and like they do, seek an easy and efficient way to do this. tf

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Brand Promise

Socialiser is a brand that gives you access to all the content you like about fashion from social media for the fashion industry mogul as well as the fashion industry parvenue because we want to make your life more efficient, your online identity more fluid and for the you to have more control of your content.

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Innovation Connection Community Integrity Participation

“Ensuring Efficiency�

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Brand Character

Simplicity

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II. Engage consumers with Socialiser through launch activities with the app.

III. Become visable withing the social media / fashion platform market through user and media coverage.

IV. Position the app as a competitor in the market.

V. Reach and connect with brands as potential sponsors and investors for the future.

VI. Generate awareness for the app as a fashion platform with integrated social media control for brands and consumers.

VII. Receive immediate consumer feedback from the event through how the app was used and its effectiveness throughout the event.

VIII. Record first metrics of users and the apps usabilty.

IX. Obtain and benefit from earned media coverage.

X. Measure the effectiveness of the pre-launch activities.

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Objectives

I. Generate new app users.

Brand (ed)

Who? - Brands with a strong online pressence - Brands with a strong digital identity - Brands with a large online audience - Brands that share/create online content on social medias

their

- Brands with a strong brand to consumer engagment - Brands who want more control over their online pressence and identity - Brands who would like to achieve the above How/what?

- Through the filtering of their content from their social media into various fashion categories - Posting from one app on to their social medias from one place - being able to keep track of what their comptetion are doing - social media managers have more control - Viewing the content the app will create

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- Millenials who are studying/interested/work within the fashion industry that want to keep up to date - Strong/loyal brand followers who would like access to their favourite brands in one easy simple place How/what?

- Individuals will be able to see the content filtered from their own social media (fashion) - They will have access to the content created through the app - they will be able to search for content from specific brands - they however will not be able to create their own content from the app - will only be able to view content

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Millenial (ised)

Who?

App Content

This is the part within the app that will be content created by the app. There are going to be 4 types of content: (1) Find events near you, (2) A weekly mini series, (3) Daily News Digest and (4) This week in Pictures.

The aim of this content is to give users easy access to information in one place. (which is one of the aims of the app). The content is information about the fashion industry that is of interest to both businesses and private users.

All the content has been developed as a way to give users this in the simplest way possible and all in one place.

Each type of content will be updated weekly, with The daily news digest and events near you being updated everyday for the users benefits. This is done in order to keep the consumer engaged on the app and not soley through their own social media platforms.

The content we have come up with to add to the app gives them an edge over the competiton. We are the only app for social media control that is creating their own content that will add to the ease and efficiency of what the app is to add to the users lifestyle.

The content created is all to provide the user with information, from current events, to news, to trends and to global conversations in the industry. All things some fashion keen people may not have access to, or make the effort to find out otherwise.

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In this part we will focus on looking at each competitions values, characteristics, trends, clients and brands. As well as their previous activities to guarantee all marketing innovation aspects.

We will also do a brief overview of the former for Socialiser too, as a way to see what we have that our competition do not have.

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Current Situation

In the next part we will be doing a brief overview of what our competition have been doing, as well as looking at facebook, snapchat, instgram and twitter have done in terms marketing innovations; as a way to gain some inspiration and to ensure that we do something different and new.

Competition

1 Values for consumers:

Brand Values:

- Listen to your audience

- Fun / social

- Engage with customers

- Community

- Measure your ROI

- Charity

Characteristics: - Proud of their community - Culture is one of their keys to success

“The best social media solution for businesses�

Biggest brands that use Hootsuite: - Virgin - Orange - Monster - WWF

- Herchel - NYC - Five Guys - Arte

10 m +

Users

175 m +

Countries

2m+

App installs

Hootsuite 22

“We are passionnate about giving back!”

Hootsuite, “With more than 15 million users and counting, we have the power to effect positive change. HootGiving is all about using our software, our skills, and the power of social media to change the world we live in.”

- They aim to use their resourcers to make a difference.

How do they do this?

- We offer discounts for nonprofits

- We provide education for nonprofits - We invest in the future

More about Hootsuite: Hootsuite have a thorough and in depth list of what you can find on their website in their footnotes. They have information about anything you may be looking for. In the “about us” they demonstrate their community values through various activities. From charity to the customers to their employees.

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Competition

2 Values for consumers: - Most powerful Twitter tool for real time:

- Tracking

- Organising

- Engagement - Reach your audience - Discover the best of Twitter

Characteristics: - Create custom Twitter experience - Find exactly what you are looking for - Tweet together

“TWEET LIKE A PRO!�

Biggest brands that use Tweetdeck: - Quartz - Buzzfeed - USCA Annenberg

Tweetdeck 24

Tweetdeck attempted to integrate their services with other social medias, but was unsuccessful in doing so. They linked with Facebook, Linkedin, MySpace, Foursquare and Google Buzz in 2009. In 2012 they ended ties with all but Facebook, but in 2013 they resumed their original staus as a Twitter support app and ended links with all social medias.

Monitor multiple timelines in one easy interface.

Schedule Tweets to be posted in the future.

Turn on alerts to keep up with emerging info.

Filters searches based on criteria like engagement, users and content type.

Build and export custom timelines to put on your website.

Use intuituve keyboard shortcuts for efficient navigation.

Mute users or terms to eliminate unwanted noise.

Never hit refresh. Tweetdeck timelines in real-time.

Manage a twitter account with multiple people.

Choose a light or dark theme.

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Competition

3 Values for consumers: - Share your outifts - Earn money as you discover, buy, share and combine - Create a stunning profile

Features: - Rewarded for your style and influences - Share your looks - Discover the style that inspires you - Buy it, Save it, Combine it - Filter garment searches - Tag your clothing - Buy!

“Achieving the style that you like has never been easier.�

Biggest brands that use Hootsuite: - Gigi Vives - Dulceida - Raquel Herraiz - My Dreams of Seams

- Monica Sors - Nima Behati - Juan Mapro

21 Buttons 26

“The social network where fashion lovers can find everything they desire!”

In the news: - 21 Buttons, has secured of €3 million in a new funding round, which will help it further consolidate its growth in Italy and Spain, optimize its technology and accelerate its international expansion plans - investors included: 360 Capital Partners, Sabadell Venture Capital, Sputnik, VenturCap, Mediaset and Breega Capital - “ “Both users and brands recognise the great value that 21 Buttons gives them, by combining the power of recommendations with the possibility of driving traffic to online stores and generate sales,” he commented.” - Marc Soler (Co-Founder) - The company also announced on Thursday its launch in the UK, a market it said provides a benchmark for the online fashion sector.

- “21 Buttons is now planning to focus on its international expansion, particularly in the European market, as it moves closer towards its goal of becoming the leading ‘social e-commerce’ app.”

- It currently has a team of 30 people, including influencers, instagrammers and fashion bloggers such as Dulceida, Jessica Goicoechea, Chiara Nasti, Cristina Musacchio and Sergio Carvajal, to name a few.

“Enter the Button Universe and join the most fashionable community”

(Fashion Network, 2017) 27

Competition

4 Values for consumers: - Democratizing style - Personalized shopping - Social commerce Brand Values: - Do a few things well - Delight the user - Make an impact

Characteristics: - Get styling tips - Create looks - Search fashion, beauty and home

20 m +

Users

17 m +

Unique users / month

150

Advertising brands

Polyvore 28

“Polyvore is a new way to discover and shop for things you love in fashion, beauty and home decor.”

1 2 3 4 5 6 7 8

150 million unique products added to Polyvore

60% of Polyvore users are between 18-34 years

84% of Polyvore users are femaie

Average household income of users is $77 000

Average shopping basket on Polyvore is $383

150 million shoppable outfits on Polyvore

Most popular designer on Polyvore: Gucci

Most popular beauty brand on Polyvore: MAC

“Largest style community on the web.”

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Opportunities for Socialiser

I. Develop relationships with Charities II. Share company values / Employee values III. Offer consumers more / extra information IV. Build a Socialiser feature list for consumers and leads V. Create a strategy for expansion to gain investors VI. Create rewards for users VII. Competitions for users to entise users and new users VIII. Work with influencers through communicaiton campaigns IX. Video advertising content X. Share / support community values

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NEW OCIAL YORK

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So rather than it being a, “this is the app” event, it will be a “here is the app, download the app and use the app” event.

The idea is that the users will be able to see first hand the benefits and efficiency the app has, whilst experiencing what the app does. It will also be a way of showcasing the brands beliefs through launch activities, sponsors and charity.

Why? The event launch looks to promote the app and position it as a player in the social network market.

What? The event will be based around the use of the app content “Find Events Near Me”. As well as integrating other features, such as livestream and camera.

Where? The event will take place in New York and will be based around the use of New York designers.

When? The event will take place in May 2018 Who? The event will integrate brands and consumers as the app aims to do.

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The Creative Concept

Idea: The idea came about when thinking about how to fully integrate Socialiser into the event and that would give the users the ability to a have hands on experience with the app.

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Press Release

NEW

OCIAL YORK Socialising 101 New York, NY - May 31st, 2018 - Socialiser, brings you the new ear of fashion plat-

forms and social media platforms. Announced today the launch of the app that aims to bring brands and consumers together on one platform for one purpose: Fashion. Making life more efficient, the app connects your social media in one place, saving time and bring control to your online identity.

The event will seek to create a new networking ease between people in the fashion industry and consumers through full immersion in the app with multiple events bring different ideas, beliefs and consumers to the app.

Founder Rebecca Todd stated, “The app is a customizable, networking tool that will amek your life easier and more efficient.” Working with innovative technology tools and companies the app is stable and and pushing what is going on in the technological world right now.

“Its not just a turn in the fashion platform industry, but a turn in what can be done in technology.”

Come along to the event on the 31st May, and be a part of this fashion platform experience.

Contact Name: Becca-Lou Smith Address: 587, 5th Avenue Number: 08546975 Email: beccalou@gmail.com

Becca Lou Smith - Manager

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New Social York

MINI EVENT 2

MAIN EVENT

MINI EVENT 1

MINI EVENT 4

MINI EVENT 3

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In the next part, each mini event will be described and then finally the main event will be described in fuller detail as it is the main event.

For the event Socialiser will partner with The Council of Fashion Designers of America (CFDA). A portion of the events proceeds will go the the CFDA Foundation, which was created to raise funds for charity and industry activities.

The reason Socialiser looks to partner with the CFDA is because of the CFDA Fashion Fund, which is an annual competition held for up and coming young designers in support of young designers. As Socialiser will have users as brands and as individuals, the CFDA balances with this.

They take individuals and the outcome is brands.

Socialiser looks to bring these two together as the CFDA does.

In keeping with work with the CFDA, each mini event will be made up of CFDA Fashion Funds previous winners.

Each mini event will become part of the technical sponsors involved in the event. These technical sponsors will take the form of designers and their brands. Each mini event is essentially a pop up shop by the designer to showcase their collections for Spring 2018.

The users will have to attend the first main event to download the app and then use the apps “Find Events Near Me” to find the mini events involved in the launch event.

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Find Events Near Me

The event will take place in several locations in order to integrate the app through “Find Events Near Me”, however there will be one main event with 4 mini events sponsored by the respective designer involved.

Mini Event 1: Public School

1 About: Public School was founded by New Yorkborn and bred designers, Dao-Yi Chow and Maxwell Osborne. In 2013 Public School won the CFDA menswear designer of the year and then later went on to win the CFDA/Vogue Fashion Fund, earning them a prize of $300 000. The brand started as a menswear brand but have extended into womenswear. The pair became creative directors of DKNY in 2015 but have since dropped this role to focus on Public School.

Style: The brands name and ideals come from their childhood in public schools in New York.

The brand has a look and feel for a sporty and streetwise style. There fall/winter 2017 (featured left) shows the brand bring in element of Americana through different textiles.

Event Concept: The idea of the event is merge the brands style and asthetic with a local venue in New York to showcase their new collection whilst sharing shared values between the brand and Socialiser. The shared values being the uplifting of young talent and artists.

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The space gives the whole over all event (New Social York), a more exclusive and secret feel.

Look & Feel: The event will maintain the underground feel of the venue but blend with a more classy feel. It will not be a dark and dingy venue but more light and feel airy at the same time. It should blend the black and white simple lines of the app with a more crungy feel.

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Public School: Venue

Venue: 125 E 11th St, New York, NY 10003, USA

Webster Hall, The Studio

It is an underground Studio that is set up for concerts and live music events with a bar. The Space reflects the brands original beginnings and their cool, underground feel of the line.

Public School: Event

Collection: Within the event the Public School collection will be showcased in a pop up corner style shop where the event goers will be able to try on the collection and shop.

Music: Dominic Lord, a young up and coming New York rapper. not only is he a muscian but he too is a fashion designer. (LIVE) Socialiser: Socialiser will be the way i n which people from the main event find this mini event.

- The user will have to check in on the app to enter the event.

- The user will then be able to livestream from the event.

- They will be able to share on their social media pictures, videos and tagged images of the collection.

- The brand will be able to mingle with young designers and enthusiast and vice versa.

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It is a way for our consumers to see the advantages of the app through the camera options and the find the event options. it will showcase one type of fashion event that the audience may find when using the app. This is also a more underground event that would have a different target to one of the other mini events, therefore showcasing the diversity of the apps target.

For Public School it is a way to showcase their collection, increase sales and bring in new leads for the band. As well as support up and coming artists like they used to be.

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Public School: Goal

Objectives: The objective of working with Public School and Public School working with Socialiser, is to represent both the primary and secondary audiences of Socialiser.

Mini Event: Ryan Roche

2 About: Ryan Roche is a ready to wear designer from Idaho, living in New York. Roche is committed to supporting responsible manufacturing and sustainable, low impact production.

Roche was the CFDA/Vogue Fashion Fund runner up in 2014 and has been nominated for numerous awards since.

Style: Roche’s style is modern and minimal, known for her use of muted hues and delicate knitwear.

Event Concept: The idea for the event is to creat an event that will appeal to another type of audience within our target. This will demonstrate the diversity of the app and the type of content and people that will be found on the app.

The event will incorporate Roche’s beliefs in sustainability as a way to support the brands beliefs. In further support all profits will go to the womens cooperative in Nepal that Roche has been working with for the last decade.

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Found on the 18th floor of the Gramercy hotel, serves as a garden oasis of the streets of New York with amazing views of Manhatten.

The garden and open airy feel of the terrace offers a perfect representation of Roches design ideals and brand beliefs.

The venue offers a more luxurious feel that suits the brands style and alternate feel to the other mini events. This event will give the overall event (New Social York), a luxury aspect for a different audience to make it more inclusive and exclusive at the same time.

Look & Feel: The event will have a light and airy feel. It will feel and look luxurious to give the feeling of the clothes, whilst represent the clean lines of the Socialiser app.

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Ryan Roche: Venue

Venue: 2 Lexington Ave, New York, NY 10010, USA Gramercy Terrace, Gramercy Hotel

Ryan Roche: Event

Collection: As with the first mini event, Ryan Roches collection will be showcased in a pop up style shop where consumers can try on the collection, take pictures, buy online and share on social media.

There will also be an auction of sorts that Roche provides of previous collection garments where guests can buy pieces and the moneyy will be donated to the womens cooperative in Nepal that Ryan works with.

Music: The Eartheater, is an alternative up and coming artist that draws inspiration from the Earth. She has a cool vibe, with a soft silvery voice that will complete the look and feel whilst supporting emergin artists.

(LIVE) Socialiser: Socialiser will be the way i n which people from the main event find this mini event.

- The user will have to check in on the app to enter the event.

- The user will then be able to livestream from the event.

- They will be able to share on their social media pictures, videos and tagged images of the collection.

- The brand will be able to mingle with young designers and enthusiast and vice versa.

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As Roche was a runner up of the CFDA/ Vogue Fashion Fund, she fits the overall theme of supporting those new designers and showcasing to emerging designers where you can get with hard work.

She too represents the luxury audience and brands that can use the app and the event will be a way for people to use the app.

For Ryan Roche, she is able to support the cooperative she has been working with, raise awareness of the work she is doing and sustainability, bring in potential leads and make sales.

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Ryan Roche: Goal

Objectives: The main benefit that Socialiser will reap from working with Ryan Roche is that they are able to demonstrate their support for sustainability and their ability to work with a luxury brand.

Mini Event: Stampd

3 About: Chris Stamp is a Californian menswear designer that was one of 10 finalists for the CFDA/Vogue Fashion Fund in 2016.

Stamp follows the see-now-buy-now trend that has seen him make garments available to purchase almost right away.

Style: Stampd is a streetwear leaning contemporary clothes that have some millitary influences. Stampd has produced more knits and tailored garments recently as well as deconstructed suits. He also has a footwear collection.

Event Concept: The main purpose of this event is to showcase to men in the industry, and young designers/talents that want to be in the fashion industry, that the app is for men too.

The event will use Stampd’s begining online and his following of the see-nowbuy now trend to showcase the tools that Socialiser has.

The Stampd collection will be able to be bought through the app from dirrect links ot the online store through tags in livestream, pictures and posts by consumers attending.

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The location is a small intimate, rooftop terrace, that offers stunning views of the city.

The terrace has a cozy, stripped feel that is not too modern or clean as to suit the brands style.

The terrace offers a cool alternate space that will be able to be moulded to suit the style of the brand and the event concept.

Look & Feel: As this event is to showcase the technology aspect of Socialiser as well as the male audience, the event space will have a more masculine feel and incorporate technology as much as possible.

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Stampd: Venue

Venue: 177 Prince St, New York, NY 10012, USA

Penthouse SIX, The lofts at Prince

Stampd: Event

Collection: The collection will be showcased in a more artistic format, with models standing on podiums with barcodes attached to the garments so that the consumer can scan the code and buy online or to post a picture and tag the seperate pieces in which their audience on socialiser can shop the look too.

Music: Lolawolf, up and coming hip hop band Socialiser: Socialiser will be the way i n which people from the main event find this mini event.

- The user will have to check in on the app to enter the event.

- The user will then be able to livestream from the event.

- They will be able to share on their social media pictures, videos and tagged images of the collection.

- The brand will be able to mingle with young designers and enthusiast and vice versa.

- Used # from the images and posts, consumers will be able to buy from the Stampd online store right then and there.

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Stampd: Goal Objectives: The main objective of this event is to showcase the technological advances of the app through the use of the see now buy now trends as well as demonstrate to the potential consumers that the app is for the men in the industry too.

For Stampd the event will be a way to shwcase their style as well as keep to their root of their origins online through the guests shopping online during the event. It will also be a way to showcase their collection, bring in new consumers and leads.

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Mini Event: Brock Collection

4 About: Laura Vassar and Kristopher Brock a place in the CFDA/Vogue Fashion Fund competition. The brand was founded in 2013 by husband and wife duo Laura and Kristopher Brock.

Style: The brand has a clean, elegant, flowy style. Their easy to mix and match ideals have propelled them into celebrities wardrobes. Tehir ready to wear collection showcases the ease of their style, by simply added a black t-shirt and pumps.

Event Concept: The couple met at Parsons University in New York, studying Fashion Design. The event concept will therefore be a celebration of the designers currently at Parsons. The event will be a fashion showcase of 10 young designers in their final year at Parsons.

The Brock’s will be the alumni, supporting their birth place and the future of fashion design. The 10 young designers choosen will have the opportunity to bring two pieces from their final exhibition, and each designer will get an area where people can see their work and talk to the designer.

It will be a way for those designers to network and for the Brocks to too have a pop up store of their own with their collections and show support of emerging designers through networking.

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This is a converted old railway track that is no longer in use, into a green space in the city. The bridge now is a garden space/park that is open to the public.

Look & Feel: As this will be in the Spring, this garden space is the perfect place to showcase spring collections. The garden will be soft and pretty like the Brock Collection is. It will showcase the vibe of the brand and the designers in a space that is inspiring.

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Brock Collection: Venue

Venue: New York, NY 10011, USA

The Highline

Brock Collection: Event

Collection: The collection will be showcased in a pop up shop at the venue where poeple will be able to try on and buy and share with friends on social media.

Plus the 10 Parsons designers too will have small pop up shops to showcase their work and network with brands and future potential consumers.

Music: Soft alternative indie mix Socialiser: Socialiser will be the way i n which people from the main event find this mini event.

- The user will have to check in on the app to enter the event.

- The user will then be able to livestream from the event.

- They will be able to share on their social media pictures, videos and tagged images of the collection.

- The brand will be able to mingle with young designers and enthusiast and vice versa.

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These young designers are part of Socialisers secondary target and are therefore important to include in the launch activities. It is to also bring in the awareness of Parsons design school and draw attention from people who are interested in emerging designers.

For Brock Collection, being part of the event will be homage to the school that “created� them, or was the birth place of the future of Brock Collection. In supporting Parsons designers they are paying the school back and showing the young designers what could be their future.

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Brock Collection: Goal

Objectives: The main objective of this mini event is to showcase young designers that are studying to do grreat things.

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Mini Events: Overview

I. Public School Venue: The Studio Purpose: Engage with young talents

II. Ryan Roche Venue: Gramercy Terrace Purpose: Sustainability values Charity: Womens cooperative in Nepal

III. Stampd Venue: The lofts at Prince Purpose: Men / Technology

IV. Brock Collection Venue: The Highline Purpose: Parsons young designers

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MAIN EVENT

NEW OCIAL YORK

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This will be the main part of the event. This is where all the invited guests will first attend in order to find out about the app and the activities that the launch event offers.

However the mini events may be attended by people who have just come across the event.

They may purchase tickets at the entrance of the mini events and download the app there.

This allows for natural traffic on the app to occur and for a broader and larger audience.

The main event is the main event. It will be the biggest of all the events. It is the center of the entire launch, supported by the mini events.

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Concept

As Socialiser is a technological fashion platform, through an app, the main concept of the fashion event aims to launch the app through complete interaction with the app, whilst surrounded by both the primary and secondary target (guests), so that the app will be fully integrated and used on the day of the launch.

The way that this will be done is through Socialising. The event will ensure easy communication between guests, it will promote networking and mingling. The idea is for people at the event to engage with new people and the app be the support of these new networks.

As Socialiser is partnering with the CFDA and the CFDA/Vogue Fashion Fund and supporting the CFDA Foundation through donations and throughout the launch of the platform, the CFDA will be included in the main event.

(Discussed further on)

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Socialise

Socialising: In order to engage with guests and entice them to socialise and network with new people, rewards will be offered to app users that make the most of the launch event through engaging with people and the app.

At the launch people will be encouraged to use the app, take photos, livestream, share and tag. But what they wont know is that the data will be analysed following the event, and those that made the most of the app during the launch will be rewarded with an experience with their favourite brand that uses the app and a feature in the “This week in pictures” content of the app.

- Rewarded for new connections on social media through the app - Rewarded for pictures posted through the app and tagging “#NewSocialYork” - Rewarded for livestreaming the event on social media - Rewarded for checking into the event - Rewarded for going to each event

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New Social York: Venue

Address: 775 Washington Street, New York, NY

Studio 5

Size: 3,000 sq ft Ceiling height: 14 to 24Â ft domed ceiling (rigging capability) Second level studio, car accessible, can be combined with Studio Four The choosen venue is a large, easily manipulated venue that can be fit to any event theme.

The space allows the event to look just the way it is inteneded to as the space is a blank canvas.

The angular space and clean lines suits Socialisers black and white and clean look which will be reflected in the aesthetic of the event.

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clean

Look & Feel

casual

elegant

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bright inviting

comfort

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Floor Plan

Entrance // Exit

Photo wall with photographer

Main area of mingling

Large food and drinks bar

Lounge style area for networking

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Entertainment

Music: cafe music, soft but soulful Smell: Candles and scent of the event provided by Le Labo Drinks: Liquid Lap - Unique drink catering company that is redefining the way cocktails are made.

Photos: Photo wall found at entrance of event. Photos uploaded to social media and shared

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- Tease of event on social media

- Sneak peak into the designers involved

- Sneak peak of set up of event - Campaign

- Short video series of the event team saying what they are excited about for the event - Competition for invites on social media

- On each social media, users are invited to hashtag the best way they socialise and the 50 people with the most likes will get tickets to the event

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Event Production: Pre

Pre Launch activities: Activities to build hipe about the event before the event. This will begin to engage potential users and bring publicity to the event.

Invited Guests

Diane Von Furstenberg (President) Eleanor Lambert (Founder) Anna Wintour (Vogue Editor) Rachel Zoe (Designer) Marcus Wainwright (Rag & Bone designer) David Neville (Rag & Bone designer) Rebecca Minkoff (Designer) Patrick Janelle (CFDA Award Winner) Gabriella Hearst (CFDA Award Winner) Virgil Abloh (CFDA Award Winner) Mark Zucker berg (CEO Facebook) Evan Spiegel (CEO Snapchat) Kevin Systrom (CEO Instagram) Susan Wojcicki (CEO Youtube) Alexa Mehrabans (SM Influencer NY) Cory Kennedy (SM Influencer NY) Pari Ehsans (SM Influencer NY) Jessica Clement (SM Influencer NY) Casey Neistat (SM Influencer NY) Emily Weiss (CEO Glossier) Leandra Medine (Man Repeller) Erica Choi (Art Director, Barneys NY) 70

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Save the dates

New Social York A new way of Socialising will be launched on May 31st 2018

The save the date will be sent 1 month before the launch event. It will be sent to guests through their managers or to their offices. A digital invite will be sent too.

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Back

NEW YORK

OCIAL

To ___________________________

Socialiser LAUNCH EVENT

THURSDAY

MAY 31st 2018

3 PM TO 7 PM

775 Washington Street, New York, NY STUDIO 5

Invitations will be sent to the invited guests 2 weeks before the launch event.

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Invitation

Front

The Team

Event Director Communication Coordination

App Maintenance

- Digital media management

- Ensure app running smoothly

- Marketing managament

- Control and track app use

- Public relation management

- Collect data

Promotion Coordinator

- Social media camapaigns - Social media updates

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Venue Coordination

Program Coordinator

- All venue bookings

- Timings

- Venue Management

- Invitations

- Venue set up and lock down

- Catering - Monitor entrance

Design Coordination

People Coordination

- Interior design

- Coordinate designers

- Rental coordination

- Coordinate sponsors

- Furniture

- Coordinate outsourced

Finance Coordination - Plan Budget - Track Expenses - Sponsorship control

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The Agenda

3:00 PM

Main Event Starts

3:30 PM

Brock Collection Event Starts

4:00 PM

Ryan Roche Event Starts

4:30 PM

Stampd Event Starts

6:00 PM

Public School Event Starts

6:30 PM

Brock Collection Event Ends

7:00 PM

Main Event Ends Ryan Roche Event Ends

9:00 PM

Stampd Event Ends

10:00 PM

Public School Event Ends

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November

1st

December

2018 January

Launch Plan Start

Reserve venues

Save the dates // Invitations

Pre Launch social media activities

Calendar

2017

31st 78

February

March

April

SM Teaser

Competition

May

Plan set ups Tickets go on sale

Send Invitations

SM Teaser SM Teaser

Send Save the dates EVENT

SM Teaser 79

CFDA Foundation

About: CFDA Foundation is a seperate non profit organisation. It was created to raise finds for charity and industry activities.

Through partnerships with brands, retailers and CFDA designers, they are able to generate awareness and funds for these charitable causes.

Who they stand for? The CFDA Foundation raises awareness for HIV/Aids, Disaster Relief and the CFDA Health Initiative. “The CFDA Health Initiative is committed to the notion of a healthy mind in a healthy body, and there cannot be one without the other.�

They are addressing problems within the fashion industry and raising awareness and funds for these causes. Bringing light to issues, and speaking about taboo topics.

How we will support? The CFDA Foundation will recieve 40% of profits made from ticket sales for the main event and 20% of profit made from organic traffic tickets sales from each mini event except for the Ryan Roche event.

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About: Maheela Cooperative- This is the textile production centre of the Womens Foundation. It is a social enterprise that provides women with training, jobs and fair working ocnditions. The women that work here come from the shelter home and local neighborhoods. The women have been victims of abuse, violence or poverty.

The cooperative was established in 2000 and produces beautiful scarves, textiles and necklaces.

They export to wholesalers in Australia, Canada, Europe and the US. How will we support? Ryan Roche is the 2nd mini event and she works with the foundation through importing their textiles. ALL profits from her mini event will go to the Foundation in nepal, to help support the work they are doing for women and the fashion industry.

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The Womens Foundation

The womens Foundation, Nepal

Sponsorship

Main Sponsor: CFDA / Vogue Fashion Fund This will be our main cash sponsor, and over all 60% of our profits will go their foundation. They are choosen to sponsor the event as the council includes both our target audiences: emerging and developed fashion industry women/men. They support young people through initiatives and Socialiser’s aim is to bring the new and the old together, the brand and the consumer.

Commercial Sponsor: Parsons design school, they will sponsor money for the Brock Collection mini event as they will be involved in this event.

Technical Sponsors: Our technical sponsors come in the form of the four designers involved in the four mini events. Each designer will sponsor their time and image and their collections.

Including their collection pop up store and set up team for their mini events.

- Public School - Ryan Roche - Stampd - Brock Collection

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Event Follow Up & Analysis

Follow up:

I. “Thank you” cards will be sent to invited guests 1 week after the event

- “Thank you” cards and flowers will be sent out to each designer and the sponsors 1 week after the event

II. Competition announcement: Those that

interacted the most with the app on the day of the event will be announced and their rewards gifter to them.

III. The app content will be updated with event launch news

- “This week in pictures” will be event luanch pictures - “Monthly mini series” for the month after the event will be a blog post by each designer about the event.

Analysis:

I. Feedback from event goers will bring about changes to the apps to imporove its usability

II. Bugs will be fixed and an update will be launched

III. Big data will be collected and analysed to

see usage and gather the first statistcs of the app

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Structure of Costs

Strategy team

$60 000

Development

$50 000

PR + Media

$120 000

Design + Visual Concepts

$25 000

Management

$35 000

Production

$80 000

Total

$370 000

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