1. 6.05 Creating a fashion promotion plan.
6.05 Creating a fashion promotion plan.

2. Promotional Plan
A written document that details a company’s promotional efforts for a certain period of time.

3. With a Partner With a partner or individually, you will do 2 things:
Open up a blank word document
Choose a clothing store that you will do today’s assignment on. All you have to do for this step is choose the store, you do not have to type anything yet.

4. What is included in a promotional plan?
Description of the store & its customers
Goals & objectives of the promotional campaign
Major message or theme
Promotional mix decision
Assignment of responsibilities for overseeing the activities
Promotion Budget

5. With Your Partner
Type the following categories as headings on your documetnt, leaving space for each: Description, Objective, Advertising, Outreach/Other Promotion, Outline Responsibilities, Budget

6. Description of the store & its customers
Type of business
Store location
Hours of operation
Types & price range of merchandise sold
Customer demographics

7. With Your Parnter
At the top of you document, type in the name of your store followed by “Promotion Plan”. For example, “Anthropologie Promotion Plan”. Center this and bold it as your title. In just a moment, Ms. Traynor will go back to the last slide. You will find each bullet of information about your store and type it under the heading “Description”

8. goals & objectives of the promotional campaign
Sell specific merchandise
To increase sales in general
To increase market share
Goals should be specific & measurable!
Example: To increase sales of women’s hats by 5%

9. With your partner
You guessed it! You will now add your goals and objectives for your particular promotion plan. This is the step where you will decide what the particular promotion will be. Once you decide the promotion, you can decide what the objectives should be. Type them under the “objectives” heading you typed in earlier.

10. Mother’s Day “Support Our Troops” Back-to-school Prom Independence Day
Major Message Or Theme
“Support Our Troops”
Back-to-school
Mother’s Day
Prom
Independence Day

11. Promotional Mix Decision
Use of an annual or quarterly Calendar of Events
Provides an overall plan of action
Guides development of the promotional budget
Helps relate promotions to special events, holidays, etc.
Media mix selection
The “right” medium reaches the largest portion of the company’s target market
Types of media chosen should support & strengthen each other in the overall promotional campaign
Newspaper is the primary medium for local advertisers
Radio is universally used

12. Promotional Mix Decision
Specific activities to be included
Advertising
Personal selling
Publicity
Public relations (PR)
Sales promotion
Visual Merchandising
Special Events

13. With Your Partner
You should have a heading called “Advertising”. This is where you will add information about your promotional mix, in other words how you will get out information about the promotion to your customers. This heading will include only paid advertising. Other forms of promotion will be covered in a minute.

14. With Your Parnter
Next you will fill in the outreach/ other promotions heading. Choose other ways to get the word out that are NOT paid advertisements. Be creative!

15. Assignment of Responsibilities for Overseeing the Activities
Specifies the people/departments responsible for each aspect
Division of responsibilities is affected by the type, size, and location of the store

16. With Your Partner
Assign specific tasks to different employees based on your promotion plan. For example if you are going to create a window display based on the promotion, maybe the visual merchandising team is responsible for putting it together, etc.

17. Promotion Budget Usually based on anticipated annual sales
Manufacturers generally budget 5% to 8%
Retailers generally budget 1% to 4%
Sometimes based on the previous year’s sales
Plan should state total budget allowed and itemize the planned expenditures

18. With Your Partner
Under “budget”, describe your anticipated sales as well as your budget. As you saw on the previous slide, retailers generally budget 1-4 % of their anticipated sales to go towards promotion. If anticipated sales are $5,000 and I am budgeting 3% of that for promotion, I would multiply 5,000 * 0.03 (You can use the google calculator!).

19. With Your Partner
When you are finished with each step, make sure both of your names are on the document and print it out. You can make the type smaller if your document is more than 2 pages. Staple and turn in to Ms. Traynor.