1. Lands’ End Canvas Final By: Libby Marsh PRAD 337 Jim Motzer Final for Winter Quarter 2012

2. Step 1: Analyze the Issue  Challenges with  Lands’ End Canvas : Brand Awareness “Mother’s clothes” reputation Lack of loyal customers Older demographic= Majority of Sales

3. Step 2: Analyze the Organization Strengths: Quality service & products Positive media coverage Successful Pinterest contest Website is user-friendly Weaknesses: “Mother’s Clothes” Low brand awareness Opportunities: Values innovation when communicating with publics Already have social media accounts Styles younger than actual Lands’ End Brand Awareness Threats: Competition has high engagement on social media Located within Sears

4. Step 2: Competition  Social Media: Lifestyle social media leads to engagement  “Likes” and “Talking About This” on Facebook all exceed Canvas numbers  Mixed demographic interacting on social media, Canvas has women older than target  Traditional media aligns with an older demographic  Attempts with music and art world partnerships unsuccessful by Canvas when compared to competitors (Banana Republic/Mad Men, American Eagle/Pandora Station)

5. Step 3: Analyze the Publics  Women between 18 and 22  Social media is center of communication and news  Love visuals  Love to be recognized for style  Family and Friends hold most influence in decision making  Typically do things online that they may not do offline (blogs, posting pictures, share ups-and downs of life through statues)

6. Additional Research on Publics

7. Step 4: Objectives Awareness: Increase awareness of the Lands’ End Canvas brand by 20% in 9 months. Acceptance: Increase consideration of Lands’ End Canvas by college woman by 15% within 9 months. Action: Create word of mouth increase for Lands’ End Canvas by 15% by the end of 9 months.

8. Step 5: Strategies

9. Step 6: Messaging  Lands’ End Canvas fits multiple facets of the college woman’s lifestyle.  Canvas is the rebel child of Lands’ End.  Canvanistas are the style influencers on every College campus.

10. Step 7: Tactics

11. Step 7: Tactics Continued Inspired by Huffington Post College Lists… Lands’ End Canvas finds: “The 10 Most Stylish Colleges”  Colleges get excited with competitions  List has not been created before, Canvas can “own” the concept  Each school posts a Canvas board on Facebook  # of “Likes”= Rankings  #1 school Canvanista gets internship

12. Step 7: Tactics The 10 Most Stylish Colleges! College Canvas Facebook

13. Coming Together: AwarenessAcceptanceAction Objective Increase awareness of the Lands’ End Canvas brand by 20% in 9 months. Increase consideration of Lands’ End Canvas by college woman by 15% within 9 months Create word of mouth increase for Lands’ End Canvas by 15% by the end of 9 months. Strategy - Use Social Media to increase presence in public’s view - Use the College Canvas to correlate Canvas with college fashion - Use Pinterest and Facebook to gage interaction Tactics -Canvanistas use Twitter & Facebook -Canvanista Instagram accounts -College Canvas blog -Increase Pinterest presence with Canvanista “Pins” -10 most stylish Colleges competition -Social Media engagement

14. Step 8: Calendar of Events September through NovemberCanvanistas use social media and conduct search for other Canvanistas. Use Instagram to post pictures, then upload picture onto College Canvas blog and compare to Lands’ End Canvas line. December through JanuaryWinter break for most schools. Canvanistas have less quantity requirements. Should find street style within their own college communities still. February through MarchContinue on the search for Canvanistas. Use Instagram, College Canvas blog, Twitter and Facebook to represent Lands’ End Canvas. April and May10 Most Stylish Colleges contest begins. Each schools Canvanistas submit their pictured canvas to Facebook, and the most Likes= the winning school, and Canvanistas.

15. Step 9: Evaluation Awareness: -Measure the number of “Likes” increased on the Facebook page -Measure social media impressions Acceptance:  Monitor the “Likes” & “Repins” on Pinterest  Analyze the number of hits on the College Canvas blog Action: -Analyze if the blog is shared through social media -Measure the “Talking About This” number on Facebook -Post-campaign survey about brand