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Rosie Leggett Instagram @rosieleggettcreate Tumblr: http://styleiconsofaintree-rl.tumblr.com/ pw: rosieleggett1
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This report has been prepared for a Live Project between LJMU and The Jockey Club. The projects includes customer and brand research, and a proposal to raise the profile of Ladies Day at the Grand National 2016 through a promotional campaign and Brand Ambassador.
C K S T A G E A T
A D I E S D A Y
social media content
This campaign is intended to engage with Generation X, those who are now age 36-50. Around 81% of this generation now own a smartphone, however limited numbers use social media, so trying to engage with this generation through social media is a key aim of this campaign. Focusing on style content for racegoers who want an alternative style to traditional Ladies Day outfits, the social media campaign uses Patti Smith as a reference point for styling. Her brand of style is edgy, alternative and effortlessly cool. She dresses for herself and nobody else. The idea of the ‘key piece’ is employed, focusing on the statement trouser. A number of ‘key look’ posts will demonstrate The Grand National Festival’s association with Liverpool One, and show suggestions of ‘statement trousers’ available from
different L1 stores. I will consider a number of price points because, despite the fact that my customer is age 50 and has more expensive shopping tastes, alternative options will be needed for a number of Ladies Day attendees. Photographic content will use the app Photoshop Express App for iPhone to edit the photos effectively to black and white whilst maintaining the quality, and then the app Instagrid to combine images and create mirror reflections. This reflects the Instagram trend for more dynamic imagery used by accounts such as @sophiawebster and @topshop and other content including flat lays will be shot in a square frame, like the work shown on the Instagram account @eighthourstudio.
S O C I A L M E D I A
T O M DELLA REED, fifty, DESIGNER Has varied shopping habits; tends to buy a lot of vintage and items from
charity shops/car boot sales.
Also buys the odd piece of designer from brands like McQueen, House of Hackney, and Miu Miu, and buys occaisionally from top end high street like Boden or Joules. Shops from beauty brands such as Serge Lutens, Eve Lom and Mac. Enjoys television dramas, particularly beautifully shot scandinavian thrillers, and tends to read design journals like Old Tat magazine. Usually holidays at English seaside towns like Walberswick, but would love to visit Scandinavia. Uses social media for business purposes, however only uses twitter and instagram. Tends to use instagram more because it’s a visual tool. Began planning her race day outfit 2 days in advance, and allowed 1 hour to get
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herself ready on the day. The overall cost of her outfit would come to ÂŁ150, but everything she wore was
something she already had in her closet. Della Wore a pair of
Joseph coruduroy pedal pushers, a vintage shirt, a Joules tweed waistcoat, Joules tweed overcoat, and Hobbs shoes. Identifies her style icons as Tilda Swinton, Katherine Hepburn, David Bowie and Frida Kahlo. ?
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P R O M O T I O N A L W O R Further promotional ideas will be aimed at my target customer of age 36-50, Generation X, and will include an ‘in-event’ campaign to encourage more mature customers to follow the @aintreeracecourse Instagram and raise their awareness of further Jockey Club events. There will be a number of teams located around the enclosures with iPads who will be able to help with Instagram sign ups and follows. An incentive scheme will be created where first time Instagram users who go and get the help of our teams and post a
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picture tagging @aintreeracecourse will be given a wristband and access to a ‘backstage vip lounge’ with live music and a private bar. They will also be encouraged to upload photos and hashtag #BackstageAtLadiesDay, playing on theme of Patti Smith’s musical reputation, to receive further prizes like free drinks. The campaign could also be extended to other social media platforms such as Facebook or Twitter.
Agyness Deyn fits the given set of Brand Ambassador Criteria for Ladies Day 2016. Originally from Rochdale and based in the North West, she is also an established model and icon of alternative style. Her links with Dr Martens give her style an edge and an air of cool that more mature racegoers will be drawn to when thinking about their outfits. She has been involved in a number of marketing campaigns and her recognizable face will give a level of credibility to the Jockey Club’s events. She is not primarily known for her links with sport, however her previous efforts in fundraising for and running the London Marathon will appeal to my target customer as the number of joggers/ runners tends to be higher among this age group.
B R A N D
She has a combined total of 486,000 followers across Instagram, Facebook, and Twitter (see breakdown). Instagram 82,300 / Facebook 27,300 / Twitter 377,000
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