Give the gift of ____________ The Collection Give the gift of ____________ Lamar University Advertising Hannah LeTulle, Kaylee Konidis, Carly Olliff, Anthony Woodard, Rebekah Wells

Research and Plans…...4 Creative…………………....9 Media Plan………………..12 Table of Contents Research and Plans…...4 Creative…………………....9 Media Plan………………..12 Campaign Evaluation...19

Executive Summary The Collection, a boutique store in Groves, TX, wants to expand it’s customer base to include younger women. Their issue is that local, younger women do not know much about The Collection and seem to think that other local boutiques are more geared towards them. Our group conducted surveys to determine why local young women were not visiting The Collection. The results mostly revealed that a lack of social media presence led to misconceptions about what products they had available. Our group has come up with a plan to use social media to advertise sales and promotions as well as the products being sold at The Collection to create a larger exposure to younger women. The objective of the campaign is to increase sales by 15% within the next year and increase awareness by 30% within the same time frame. To keep track of the progress of the campaign, our group will focus on followers obtained in the next year on social media, surveying new customers on where they heard of The Collection, and have a follow-up survey asking women if they are aware of the store and it’s products.

Research and Plans

Research and Plans Initial Steps: Research Objectives: When visiting The Collection, we noticed that the main consensus of customers were women above the age of 40, who are retired. We looked at other local competitors who appealed more to the younger crowd to see what they had to offer that The Collection didn’t: active social media. Research Objectives: Bring in more people under the age of 30 Use social media as an outlet Bring awareness to sales and promotions Primary Research Methods: Surveyed young women of the area asking questions such as: Have you heard of The Collection? Do you know what they sell? Are you interested in Vera Bradley or up and coming jewelry? What brands are you looking for? Would you be tempted to visit this store after seeing their products on social media?

Research and Plans Strengths: They carry a very wide line of products and options Close location in the middle of the city Carry high quality, fine goods Weaknesses: Very low social media involvement Only advertise to older generation Store hours only from 10-6, so they cannot reach much of the working market Opportunities: Advertise high demand brands Use social media to share people using products after purchase Threats: Boutiques Hobby Lobby Online stores

Creative Brief Why are we communicating? The Collection has many brands that younger women are interested in, but the women are not aware of what they carry. Therefore, not very many of them come into the store. We need to find an outlet that allows women under 30 to view products from the palm of their hand in order to bring them into the store. What do we want the communication to do? Create awareness of The Collection’s wide array of products among younger women and get them actively visiting the store. Who is our target audience? Women under the age of 30 who use social media daily and like to shop locally at boutiques. What is our demographic? Online shoppers, college students, newlyweds, new parents, Southeast Texans

Creative Brief What is the big idea? “Give the gift of _____”. It promotes the idea that the idea that The Collection’s products are high end goods that give adventure, festivity, love, and fragrance while allowing people to view the actual brands that they carry. How do we make it believable? By posting products and promotions on social media platforms. If the women see other people with the products or are able to view what they have to offer from the comfort of their home, they may be more likely to make a trip to the store. What tone should be used? There should be a charismatic, welcoming tone. The customers should feel a warm draw to giving and receiving the wonderful lines of products The Collection has to offer.

Creative

Give the gift of ____________ Our Big Idea Give the gift of ____________

Print Ads

First Quarter Second Quarter Third Quarter Jan, Feb, March, April Second Quarter May, June, July, Aug Third Quarter Sep, Oct, Nov, Dec “New Year” promotional event Valentine’s Day promotional event Have a “beginning of summer” promotional event” “back to school” promotional event Halloween promotional event Christmas promotional event Bridal expo (pass out ads, talk to brides about their needs/wants and what the store offers

Media Plan

Media Plan Social media is a huge component because that’s where our target audience is.

New Website Create options to buy from website Have photos of every product taken Sort them under each category including: home goods, decor, Vera Bradley, jewelry, etc. Send receipt to customer to allow them to know when you have received their order Have it shipped to you or pick up in store

Facebook Post pictures of products Share about promotions Invite people to “like” the page Free to post Most popular to post everyday between 10am-4pm 9,688 “likes” now, double it

Place your screenshot here Instagram Place your screenshot here Post pictures of customer & recently purchased items Giveaways Post Mon - Thursday 3-4PM $300 on giveaways 4-16 likes now, want to get to 48-55 per photo

Radio: $50 an ad. Run sparingly throughout the year. Other Outreach Radio: $50 an ad. Run sparingly throughout the year. Magazine/Newspaper: $17 an ¼ page ad in color. Run ads throughout the year, especially during holiday seasons and promotional events.

Budget - $3,500 Magazine/Newspaper ads: $882 ($17 an ad - once a week) Radio commercials: $500 In-store promotional events: $1,000 ($200 an event - 5 times) Social media giveaways: $500

Flow Chart

Campaign Evaluation

To Reiterate, Our Campaign Objectives: Campaign Evaluation To Reiterate, Our Campaign Objectives: To increase the percentage of people who are younger than 30 by 15%. Introduce social media to the company, so that the younger generation will see the ads on their social media newsfeed. We want to increase awareness of the store by 30% within the next year.

Campaign Evaluation To help track the process of our campaign more, We will ask college women if they would consider shopping at The Collection after learning what they sell. We will continue to check the number of followers. We will have the workers ask customers at checkout where they heard about The Collection. If customers go online after their visit and fill out a survey about the store, then we will email them a 10% coupon that they can use at their next visit. We will have the store continue to post on their social media and we will be able to track our process by the number of likes a post gets. We will also be able to track the process by seeing how many customers under the age of 30 come into the store during an event.

Thanks! Any questions ?