STRATEGIC MARKETING CAMPAIGN PROPOSAL
SPRING SUMMER 2017
Contents 1
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In t ro d uc t i o n
Target Consumer
Pages 4 - 7
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Pages 8 - 13
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T he P ropos al
Planning & Costs
Pages 14 - 33
Pages 34- 37
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1. Introduction /ɪntrəˈdʌkʃ(ə)n/ noun
A preliminary part, as of a book, musical composition, or the like, leading up to the main part.
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INTRODUCTION
HOW DO YOU FEEL IN YOUR
Stories A wellness marketing campaign by The Vault for & Other Stories.
AIM: To position & Other Stories as the leading premium high-street brand in wellness non athletic movement. To establish & Other Stories as a brand that looks after and influences their consumers to thrive for a better and brighter self. The Idea: To make & Other Stories a brand known to put their customer engagement at it’s forefront, and an advocate for mindful state of being and slow fashion. To attract a loyal long term customers and achieve a ‘cult’ ethical brand status in the luxury high-street market. The Brief: Create an effective marketing campaign that will bridge the line between fashion and wellness and will be looked on positively by the & Other Stories current and future consumer. Establish an online platform for the brand where the consumer is at it’s forefront. With that driving positive CRM in the long term. Front
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Back
TARGET CONSUMER
Key Findings
60% 70%
62%
Millenials that are loyal to brands they purchase from. (Elite Daily, 2014)
Consumers aged 16-45 Consider transparency and values a key aspect in brands they want to shop at. (Vault, 2017)
Emerging market consumers actively seeking out sustainable fashion (The Business of Fashion ,2017)
67%
50%
Are influenced by reviews written on social media influences their online shopping behaviour (PWC ,2016)
Have tried or a looking to try new wellness and mindful de-stressing techniques. (Duckett ,2015)
By staging experiences that help people become fitter or more mindful, a brand can become a key element in helping consumers reach their goals. (The Business of Fashion ,2017)
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2. Consumer / kənˈsjuːmə/ Pronoun
A particular group of consumers at which a product or service is aimed.
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CONSUMER
TARGET CONSUMER
P S YC H O G R A P H I C PROFILE Rebecca
Amelia
Angies & Other Stories has a primary target consumer that is creative, fashionable and eccentric. Aged between 18-47, they often use fashion as a form of expression, but tend to stick to capsule wardrobes. For the purpose of this campaign we looked into 3 consumer segmentations to highlight key aspects of their profiles.
Innovators
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Early Adopters
Early Majority
Late Majority
Laggards
TARGET CONSUMER
Rebecca
Aged 27 Geography: North London, with boyfried/ flatmate Occupation: designer/illustrator Preferred Product: Clothes, Shoes, Accessories Medium disposable income Spending priority: one-off vintage pieces or exclusive items, experiences and activities nearby her hometown or easily accessible like city brearks
WELLNESS CHOICES
Hygge Acupuncture Sky Yoga or Heat yoga Adaptogenic Diet
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CONSUMER
TARGET CONSUMER
Amelia
Aged 21 Geography: North west London, with parents Occupation: Medical Student Preferred Product: Clothes and accessories Spending priority: Self improvement classes, gym, organic foods and drinks and travel & experiences.
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WELLNESS CHOICES
Digital Detox Meditation DIY/ Self Improvement Classes Colouring therapy / Journaling Zero Waste
TARGET CONSUMER
Angie
Aged 42 Geography: Sussex Occupation: Preferred Product: Shoes & Accessories Spending priority: Organic foods, travel, spas and retreats to counter from the busy day to day life.
WELLNESS CHOICES
Floatation Luxury Retreat travel/escapes Personalised Health and Skincare (DNA, CAM, etc.) Sound baths Halotherapy Tech Wearables
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3. Proposal /prəˈpəʊz(ə)l/ Pronoun
A plan or suggestion, especially a formal or written one, put forward for consideration
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PROPOSAL
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3.1 THE CAMPAIGN
Overview & Other Stories is a brand who has a strong online presence. With over a million followers on social media, many people find the aesthetics of the brand inspiring and have an interest to know more about the brand such as, where new stores will be popping up and when things will be back in stock. The brand has also shown great interaction with such followers on social media, however to improve engagement and gain the loyalty of your consumers, & Other Stories will benefit from giving consumers a deeper insight on what is happening behind the scenes with the brand and create content that will allow your consumers to truly see and understand what it is & Other Stories stands for.
Yours & Other Stories Blog Reflect the & Other Stories website, but with a variation of editorial content.
Your Story Youtube Campaign Short videos of influencers wearing & Other Stories and doing wellness activities.
In Our Stories Events Multi sensory secret events throughout the summer months, starting in London, and moving to various cities & other stories is present in.
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PROPOSAL
3.2 THE CAMPAIGN
Online Platform The blog will not be part of the stories.com domain, but it will be linked on the navigator, that will lead to ourstories.com/ In this platform, the brand will share insight on the things happening behind the scenes, such as photoshoots, interviews with the designers, models or photographers. Because & Other Stories collaborates with a lot of creatives on films and shoots and collections, it would be ideal to share these encounters for the consumers to read, as they are curious to know what happens in the process to creating something for the brand. Another feature will the #INOURSTORIES. This will be a permanent feature to the website, where the consumers can tag their posts on social media with the #INOURSTORIES hashtag, and someone can be selected to right a piece on themselves and their style for the blog, they can also pick out some items that they really like out of the collection to share with the readers. This will increase consumer engagement on social media and gain awareness for the blog. There’s also an opportunity to feature influencers once in a while with this segment.
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#inourstories
ourstories.com
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PROPOSAL
3.3 THE CAMPAIGN
Video Campaign Unlike all other & Other Stories social media channels, the youtube channel see the least amount of consumer engagement. Having an consistent amount of new content generated on it will highly benefit the brand, particularly as it has generated a major number of views daily. In February 2017, YouTube announced through it’s blog that one billion hours of video a day are viewed on its website and app. The video campaigns will feature the #Inourstories theme, however working on with influencers promoting wellness activities, they will be encouraged to make a short video on how they feel in their story (in their & other stories clothes). These will be shared on the blog and on other social media platforms as well to increase views to the channel.
Gen Z are 70% more likely to watch YouTube daily, compared to 49% of Millennials and 35% of Gen X (Influenster report, 2016)
Youtube receives 1 billion views daily (Youtube blog, 2017)
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*Please see campaign videos provided with the document
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PROPOSAL
3.4 THE CAMPAIGN
The Events We will be producing a series of 3 events, starting with London and extending it globally. These events will be in collaboration with wellness centric brands, where they can bring forward fun interactive experiences for the attendees.
The guest list will include some members of the press and media, key influencers that have previously worked with & Other Stories, and wellness influencers from The Vault’s influencer network. Majority of the attendees will be selected at random from & Other Stories newsletter database, and it will be limited to 70 guests per event. 100 guests Invited through & Other Stories Newsletter
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To keep an element of surprise the location will only be revealed closer to the date to those who RSVP attending to the invitation. Attendants will be asked to only share their experiences at the event after the event is done, using the hashtag #inourstories. But during the event their phones will have to be set to flight mode.
No Grams No Tweeting No Snappig No Facebooking
Location The Mosaic Rooms 226 Cromwell Road London SW5 0SW
The Mosaic Rooms is the ideal choice for the location of the first event as it is a spacious and modern townhouse, that looks discreet modest on the outside, but provides enough space to fully transform into the multi-sensorial space for the event. With 3 exhibition rooms that can each be transformed to tell a different story and senses. The first room: Smell & Sound Second room: Touch & Taste Garden: Sight
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PROPOSAL
Entertainment The main room will have a like spa environment infused with fragrance fog of 100% natural perfume from the & Other stories range. People can sit and just enjoy and experiment scent in a new innovative way. The scents will be interchanging accordingly, by an aroma DJ. We want to work with Loop. Ph as they have experience in working with fragranced fog, previously working with Selfridges, Hackles perfumery and The Nine Elms Vauxhall Partnership.
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Radiant Human will be present at the events, where their signature globe will be set up to take aura photographs, followed by aura readings. Aura photography is like a metaphysical Myers-Briggs Test: a tangible insight into the patchwork of personality orbiting our everyday. At this event, the globe will be located in the main fragrance room. Radiant Human is ideal for this sort of events as they are able to relocate in any city or country, and can adjust to fit the size of any venue.
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PROPOSAL
Going hand in hand with the newly released stationary collection, the & Other Stories Studio will be set up at the event where the attendees can play around with the paints, watercolours and collage papers and express themselves. Large canvas will be put up where the artwork can be displayed. The guests will be invited to photograph and share their creations online using the hashtag #inourstories, but only after the event has finished. The studio will be on the second room of the building. Here & Other Stories designers will be present to provide more insight on the process of creating the collection and the stores eccentric prints that they’re known for.
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The garden will be transformed into place taken out of the Secret Garden. With camouflaged huts for seating and meditating, and a workshop area where Vicky Chown and Kim Walker from Handmade Apothecary will be running workshops for the guests to teach them on making herbal remedies, teas and scrubs using plants, flowers and & Other Stories products.
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PROPOSAL
Beverages Partnering with Botanic Lab for the drinks served at the events, their team will be serving a series of their new ‘Botanics’ cold pressed premium botanically enhanced soft drinks that are free from refined sugar and low in natural sugars
INVIGORATE -The inky hue of activated charcoal with cold pressed cane grass and raw yuzu. A sweet exotic flavour with an intense citrus tang enhanced with Siberian ginseng.
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FORTIFY - A spicy elixir combining the cold pressed juice of raw turmeric and ginger, cool spearmint and vanilla accented by a fresh chilli
VITALISE - Sencha green tea sourced direct from Kyoto combines with a powerful berry trio of schisandra, goji and strawberry
Catering Pollen + Grace are a suited candidate for providing the catering for the event as they “believe in providing your body with everything it needs to be happy and healthy through nutritional�. To enhance the wellness experience, food is a factor that cannot be left out.
The company has catered for multiple wellness events such as the BOW (Business of Wellness) Summit and the Well To Do London Summits and Founder series. With a wide selection of salads and sweet treats all made free from gluten, wheat, dairy and refined sugars, providing an option for everyone, regardless of your preferences, requirements or needs.
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PROPOSAL
Guestlist As we want to limit the number of guests to 100 only 70 invitations will be put aside for press and influencers. Their nvitations will be sent out through mail, asking for their presence at the event and to RSPV if they are interested in attending.
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Amy Hopkinson (@wellness_ed), Women’s Health UK
Adrienne London (@adrienne_ ldn), Wellness Influencer
Phoebe Greenacre (@ woodandluxe), Wellness Travel Blogger
Julia Hobbs (@juliahobbs_), Vogue, UK
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PROPOSAL
Guestlist
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Majority of the guests will be randomly selected from the database of people subscribed to & Other Stories newsletter. The invite will be sent out to their inboxes, and selected on a first come first served basis. With a limit of 70 guests.
FIRST INVITATION SENT VIA NEWSLETTER
LOCATION ANNOUNCEMENT TWO DAYS PRIOR TO THE EVENT TO LIST OF RSVP ATTENDEES 33
4. Planning
Costs /planÉŞĹ‹ & / Pronouns
The process of making plans for something & estimated price
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&
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PLANNING
2016 Nov-16
Dec-16
2017 Jan-17
Feb-17
Mar-17
Apr-17
May-17
Jun-17
Jul-17
Phase 1: Planing S/S Wellness Marketing Campaign Identify target audience Competitor Analysis Research and target market objectives Ideate various promotional tools Brainstorm campaign names Confirmation of campaign by management team Phase 1: Financial Budget Planning Establishing the market campaign budget Prepare financial proposal for management team Consult management team for feedback Adjust financial proposal Confirmation of the campaign financial budget Allocate finncial budget to different teams in charge of various promotion tools Phase 1: Preparing for the campaign Film Campaign Model scouting and casting Pre production Production Post production Delivering of 3 short films Campaign videos online reveal Online Platform Preparation Planning the flow of contente on digital channels Designing and prepare all visual aspects of online platform Creating digital platform Planning the flow of content on 'More Stories' Currate list of contributers and content producers Contact and brief contributers on content to be created Wellness Events and Experiences Plan list of events in accordance to allocated budget Scouting locations & booking venues Currate influencers for guestlist Discuss possible partnerships for events Confirm event partners Finalise guestlist of influencers Phase 2: Launch Marketing Campaign Online platform 'More Stories' goes live Daily content on More Stories by brand and contributers Influencer videos for youtube channel uploaded weekly Event invitations sent out randomly to newsletter subscribers Guest list finalised for including newsletter respondents Wellness events taking place Phase 3: Campaign Effectiveness Review - (from July - 2017 onwards) Monitor online platform traffic through google analytics Check social media traffic and engagement Monitor brand engagement offline and online through sales
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Timeline The spreadsheet shows the outline of the schedule for this particular project. The time is would take to create the blog, shoot and publish the first campaign videos, and the first 3 events in London. The month of July has been reserved to analyse the campaign and the events and see where there should be improvements.
Project Costs Outline DESCRIPTIONS
EXPENSES
PRICE
VENUE
£3,215.29
WEB DEVELOPERS & DESIGNERS
£3,500
LOOP PH
£14,300
Venue decorations & Set up
CATERING
£5,000
Botanic Lab / Pollen + Grace for 3 nights
HANDMADE APOTHECARY
£3,500
Workshop fees + Supplies / 3 nights
RADIANT HUMAN
£7,000
Travel Expenses + Fees
CAMPAIGN SHOOT
£10,000
Videographer & Editors Influencers price may vary
Emergency Fund
£3,000
In case of any unforeseen events.
TOTAL
£49,015.29
*Costs do not include The Vault’s charges. Those will be calculated upcon completion of the project, in accrodance to our terms of agreement.
3 Rooms Hire / 3 Nights Website developers & Designers. Can reduce costs by using in-house team
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Produced by The Vault © 2017