SPRING/SUMMER 2015 SPECIAL EVENT
CONTENTS HOOD BY AIR 3 EVENT 5 DETAILS 8 STRATEGIC PLAN 9 PROMOTIONAL CALENDAR 11 PRESS RELEASE 13 ADVERTISING 15 METRICS 20
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Hood By Air is a New York based streetwear label created by Shayne Oliver and Raul Lopez. The line features graphic tees screen-printed in vibrant, metallic colors. The designer duo finds inspiration in their childhood to coincide with their desire to create futurist, edgy garments.
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EVENT Our team will be hosting a runway show featuring the new summer lines of Hood by Air at the North Hollywood Skate Park. Our team includes; Alixandra Scalia, Gabrielle Alvarado, Tenisha Clarke, Arriana Drakes, and two interns. The tasks are broken down by Pre-Event Tasks, Day of Tasks, and Post-Event Tasks. All employees will be managing, setting up, and creating items for all avenues of the event. No one person will be limited to the roles assigned.
PRE-EVENT PLANNING The first step in the Pre-Event planning is the creation of the guest list. Arriana will be responsible for compiling a list of guests for the event. The guest list will include valuable customers, potential customers, fashion bloggers, Hollywood magazines, Hollywood newspapers, and celebrities. Moving on to the booking of our vendors, Alix will arrange for a cocktail sponsor to provide beverages for the show. The sponsor, Ciroc, will include drinks, a licensed server, and a tent. Alix will also be responsible for bookingthe models for the runway show. Models will portray the ultimate Hood by Air street aesthetic. Gabrielle is responsible for booking bench and runway supplies rentals, as well as security services for the park and event. Arriana will book the mystery DJ, to be announced on the event day. The DJ will match the aesthetic of the venue and wear Hood by Air pieces. Arriana will also book appearances by Ciara and Rob Dyrdek. Gabrielle will book the North Hollywood Skate Park, our most important asset, for the desired date of March 14th, 2014. Alix will book the caterer for h’orderves, Ez Cater. The caterer will come with a tent, servers, and all supplies needed to enjoy the h’orderves by guests. It will also be Alix’s responsibility to work with the caterer to create a menu that holds to the brand’s aesthetic.
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For admissions, Gabrielle will book the ticket scanner and the temporary fencing rental. Alix will book the temporary tent for the models, and hire two unpaid interns to assist in the set-up and break down of the show. The model tent will be used as a dressing room, and will also house the Hood by Air inventory and boards. Arriana will book hair and make-up sponsors for models. As far as marketing and promotions, Arriana will schedule routine social media posts and organize messages to our customers. Tenisha will create marketing material to be posted on social media. This includes, but is not limited to, graphics and content. Arriana will also create teaser events and ensure the follow through of these promotional events. Together, Tenisha and Alix will create social media Guerilla marketing campaigns. Tenisha will also create tickets and unique promo codes for ticket value ($50) to be used online. Tracking of social media analytics will fall to Gabrielle.
DAY OF PLANNING The day of the events consists more of managing tactics to ensure a smooth set up at the venue. First and foremost, all four ladies will be hosting the event. Tenisha will be the photographer and the announcer for the show. Alix will manage the set-up of the runway and the changing and inventory tent for the models. Gabrielle will manage the set-up of the runway seating and the set-up of the hair and makeup tent. Alix and Gabrielle will manage the models throughout the event including prepping them for the runway. Arriana will manage the set-up of the small stage and the DJ equipment. Tenisha will manage the setup of the temporary fencing and inventory control on all Hood by Air merchandise as well as the sponsor’s boards. Alix will manage the set up of the catering tent and the cocktail sponsor tent.
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NORTH HOLLYWOOD SKATE PARK Pictured below with runway plan.
POST-EVENT Tenisha will make sure the final mass email is scheduled to go out by 6am the day following the event. The mall email will also have a generated unique code addressed to each attendee for $50 towards merchandise. Alix will manage the take down of the cocktail, catering, and model changing tent. Tenisha will manage the removal and return of the temporary fencing. Arriana will manage the removal of the DJ equipment and release the security guards when the team leaves the park. Gabrielle will manage the take down and return of the equipment rented for the seating and the runway as well as the hair and make-up tent.
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DETAILS Our best months to promote for this event are the months of February and March. February is the month leading up to the event in which we will be heavily advertising via social media for the event, promoting contests/giveaways, and the new spring merchandise campaign. The month of March, specifically the dates of 3/10-3/31, we expect to bring in the heaviest traffic, as this is the month of Hood by Air Skate Show. Attendees will be redeeming the ticket codes for a dollar amount of $50. This will have a return on investment for online merchandise, which will drive sales for the season. The HBA Skate show will also be getting a large amount of press coverage which will create brand awareness, brand recognition, and ultimately positively influence sales.
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STRATEGIC PLAN TEASER 1: INSTAGRAM HBA STYLE CONTEST Post a photo of yourself in HBA attire and let us see how you style it for a chance to win two tickets for you and a guest to the Los Angeles Skate Show event in North Hollywood! Must be following HBA and tag #HBASkateShow to be entered.
TEASER 2: FACEBOOK MERCHANDISE FLASH GIVEAWAY Like HBA on Facebook and comment on why you should win an HBA S/S 15’ collection item!
TEASER 3: BIG BANNER HBA promotional banner will be displayed in the Los Angeles area TEASER 4: TWITTER BLITZ Follow @shayneHBA and Retweet this tweet for a chance to win a ticket for you and a friend to the HBA Skate Show in North Hollywood
TEASER 5: HOOD BY AIR MEET & GREET WITH CIARA
Hang out with Ciara for the night at the HBA Skate Show: enter to win by following @Ciara and @hoodbyair. Submit a brief explanation, 140 characters or less of why you should be chosen! Good luck!
TEASER 6: TWITTER SCAVENGER ART HUNT
Find and tweet pictures of HBA street art around LA with the help of 3 hints given out randomly, to win tickets to the show! (Hint #1: 3/7, Hint #2: 3/9, Hint #3: 3/12) leading up to the show! Winner gets tickets to the show and HBA merchandise! Don’t forget to hashtag #HBASkateShow.
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PROMOTIONAL CALENDAR SOCIAL MEDIA
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
• 9/7 - NYFW Spring/ Summer Show: Part 1 • 9/7 - Behinds the scenes fashion week video posted to all social media outlets. • 9/23 - NYFW Spring/ Summer Show: Part 2 • S/S ’15 Fashion Week looks posted on Facebook, Instagram, Twitter
• 10/8 NYFW Spring/ Summer Show: Part 3 • Spring/Summer ‘15 Video Lookbook Release Youtube
• Twitter, Instagram, Facebook: Looks posted from campaign
• Twitter, Instagram, Facebook: Looks posted from campaign
• 9/1 Press Release for NYFW 3 Part show
• Hood By Air’s Shayne Oliver interview with Style.com for spring collaboration
• HBA Spring viral Ad launch for Style.com Spring Collaboration
• 12/27 HBA Spring/ Summer 15’ Ad Campaign launch
ADVERTISING/PR
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JANUARY
FEBRUARY
MARCH
APRIL
• 1/25 Event Tickets Go On Sale •1/25 Event Flyer Posted on Twitter/Facebook/Instagram •1/27 Twitter contest • 1/31 Instagram Ticket Giveaway to Spring/Summer Skate Show Announcement
• 2/15 Hood By Air Spring/ Summer Fashion Film – YouTube • 2/15 - 15 Second Fashion Film Preview: Instagram • 2/15 - Instagram Ticket Giveaway to Spring/ Summer Skate Show: Winner Announcement • 2/21 Facebook – Flash Merchandise Giveaway (24 hours)
• 3/10 Promotional Email #2 • 3/10 Ciara Instagram video Promo • 3/14 HBA Skate Show, North Hollywood • 3/14 AD - HBA Blimpie • 3/14 AD - HBA Show Lights • Twitter: Scavenger Art Hunt (Hint #1: 3/7, Hint #2: 3/9, Hint #3: 3/12)
• 4/1 - Behind The Scenes Film of HBA SkateShow – Youtube • 4/1 HBA SkateShow Film release – Youtube • HBA Skate Show ticket code redemption ends 4/11
• 1/23 Press Release for North Hollywood SkateShow • 1/24 Big Banner – HBA promotional banner will be displayed in the Los Angeles area
• 2/16 - Promotional Email #1 • 2/17 - HBA Street Posters • 2/19 Shayne Oliver on Rob Dydrek’s Fantasy Factory
• 3/10 Promotional Email #2 • 3/10 Ciara Instagram video Promo • 3/14 HBA Skate Show, North Hollywood • 3/14 AD - HBA Blimpie • 3/14 AD - HBA Show Lights
• Show Us Your Hood: Person who captured the most memorable moments from the show gets 50% off second purchase
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PRESS RELEASE COPY: Hood By Air is proud to announce an upcoming event to be held at the North Hollywood Skate Plaza in LA, which will showcase the new Spring/Summer 2015 collection from designer, Shayne Oliver. This fashion show will be sponsored by Ciroc, Nars Cosmetics, MasterCard, EZCater, and Supreme. From their humble beginnings, Hood By Air has come a long way and is now the hottest brand for bold streetwear worn by many hip-hop influencers including Ciara, Rihanna, Kanye West and Kendrick Lamar. Thanks to this digital age, Hood By Air has seen its influence expand across the globe. North Hollywood Skate Park in LA will unveil and expand brand awareness for Hood by Air, and take boldness to a new level througuh launching Oliver’s new collection. Save the date for Saturday, March 14, 2015 at 5:00 pm. Tickets are now on sale starting at $50 which will be credited to an online Hood by Air purchase. Visit hbanorthhollywood.com for tickets, and follow the #hbaskateshow tag via social media to keep up with the latest in regards to this special event. Backstage passes are available to memebers of the media, please contact: Gabrielle Alvarado Event Coordinator 917.803.9448 x 88 hbaevents@hba.com ###
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ADVERTISING
BUILDING BANNER 15
BUS STOP AD 16
MASS EMAIL 17
THE TICKET 18
THE GUEST LIST CELEBRITIES Ciara Kanya West Rob Dyrdek Kendrick Lamar Rihanna
BLOGGERS Streetgeist MYBELONGING FERAL CREATURE Damsel in Dior STOP IT RIGHT NOW What is Reality Anyway? Lady a la Mode
PRESS L.A. Times L.A. Magazine The Hollywood Reporter Hollywood Life Shine On Hollywood Variety Magazine The Hollywood Gossip 7 Hollywood
METRICS HBASKATESHOW
We will be launching the new Spring/Summer 2015 collection. Models will strut down the skate park in Hood by Air garments, and profits will come from the ticket sales that go towards a Hood by Air online purchase (redemption code assigned with purchase of ticket). Sponsors will be spending for the event, knowing that Hood by Air will be the one marketing the event through social media. We will have social media contests to create a buzz about our event.
PROMOTIONAL CARDS
There will be exclusive, limited edition trading cards with fashion garments on them available for peers to exchange amongst themselves. The cards will be sold in participating stores and will trend via social media, and fans can nominate people to wear certain featured styles.
PURSUE
HBA Skateshow
THINGS TO CONSIDER
•Skate parks will potentially need to be covered in case of bad weather. We will have tents for the caterers, DJ, and guests available for shelter if needed. •We will have celebrities endorse the event and the new collection: Ciara, our featured guest, will be paid with Hood by Air merchandise. This will be an additional marketing strategy. •Our drinks are provided by Ciroc, makeup by NARS cosmetics, skateboards provided by Supreme, hors d’oeuvres provided by EZcater, and ticket sales by MasterCard.
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SPECIAL THANKS TO TENISHA CLARKE ALIXANDRA SCALIA ARRIANA DRAKES GABRIELLE ALVARADO & PROFESSOR KEVIN KNAUS
#HBASKATESHOW #HBASKATESHOW #HBASKATESHOW SAVANNAH COLLEGE OF ART & DESIGN CONTEMPORARY ISSUES IN FASHION MERCHANDISING . FALL 2014