Laura Ashley
Isaac Consultants
Table of Content
• Background
• Situation Analysis – Secondary Research
• SWOT
• Key Problem
• Key Strategic Campaign Deci...
Background
• Started in London 1953
• Inspired by Victorian English designs
Laura Mountney
Situation Analysis
Secondary Research
• Traditional values and style became outdated
• Company closed stores in the U.S. a...
Situation Analysis - SWOT
• Strengths:
Victorian prints
with re-designed
modern styles
• Weaknesses:
Negative brand
Image ...
Situation Analysis - SWOT
• Opportunities:
- First company to come
out with the Victorian
print design in clothing
in hist...
Key Strategic Campaign Decisions
• Communication Objective
• Target Audience
• Brand Position
• Campaign Strategy
Key Strategic Campaign Decisions
• Communication Objective
To increase brand awareness and
change brand image by increasin...
Key Strategic Campaign Decisions
• Target Audience
25 to 35-years-old working women
Key Strategic Campaign Decisions
Brand Positioning Laura Ashley as “The unique &
elegant Victorian L.A. style of
today’s f...
Key Strategic Campaign Decisions
Campaign Strategy
Enhance brand Image as the next elegant Victorian of
today’s L.A. Fashi...
U.S. Website
OUTDATED, OLD APPEAL, LIMITED AMOUNT
OF CLOTHING CHOICES
U.K. Website
Trendy fashion, young and elegant appeal!
Message Strategy
• Message Objective
• Key Consumer Insight
• Big Idea
• Message Design and Execution - Ad
Message Strategy
• Message Objective
 Touch heart  creates feelings  L.A. Fashion
Using social and traditional media to...
Message Strategy
• Key Consumer Insight
Our insights are the motivations
behind our target audience: They
like fashion, el...
Message Strategy
• Big Idea
= Fashionable
= ->
It creates a psychological and
emotional appeal in our target
audience
Message Strategy
Anne Hathaway
Message Design and
Execution
Anne Hathawaymeans…
“Style… in today’s LA fashion”
“Victorian
Elegance...”
Be a Star in Today’s L.A. Fashion!
Visit us on
And
Media Plan
 Media Objective
 Media Strategy
 Vehicle Selection
 Scheduling
 Budget
Media Plan
• Media Objective
Use target reach objective of 20 percent of our target
audience by December 2015 through soci...
• Media Strategy
Media Plan
We will enhance and run promotions through social
media platforms, U.S. Website and use tradit...
Media Plan
• Vehicle Selection
Social Media, Laura Ashley U.S. Website
Magazines like Elle, Vogue, and InStyle
Media Plan
• Scheduling
• Execution from January 2015 to December 2015
• Put Ads in high fashion magazines
• Update Facebo...
Media Plan
Budget
• $30.5 million
• 15% Advertising Campaign
• Anne Hathaway, traveling expenses, Advertising
and Social M...
Conclusion
• Increase Brand Awareness
• Change Brand Image
• Grab Attention (Ann Hathaway)
• Use traditional and social me...
Laura Ashley Integrated Marketing Communications Campaign
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Laura Ashley Integrated Marketing Communications Campaign

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This is a speculative campaign for educational purposes only. Created as a coursework for an advertising class. I do not own the rights for the use of Laura Ashley, Inc. for lucrative purposes. No copyright infringement intended.

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Laura Ashley Integrated Marketing Communications Campaign

  1. 1. Laura Ashley Isaac Consultants
  2. 2. Table of Content • Background • Situation Analysis – Secondary Research • SWOT • Key Problem • Key Strategic Campaign Decisions • Message Strategy • Media Plan
  3. 3. Background • Started in London 1953 • Inspired by Victorian English designs Laura Mountney
  4. 4. Situation Analysis Secondary Research • Traditional values and style became outdated • Company closed stores in the U.S. and Canada • Successfully repositioned in England
  5. 5. Situation Analysis - SWOT • Strengths: Victorian prints with re-designed modern styles • Weaknesses: Negative brand Image perception causing loss of market share among women 25-35 years old
  6. 6. Situation Analysis - SWOT • Opportunities: - First company to come out with the Victorian print design in clothing in history - Victorian prints clothing & lingerie is blooming in U.S. fashion • Threats: - Competition such as Bebe and Banana Republic among many others brands have their own stores, branding and market share Key Problem: Negative image perception and loss of market share
  7. 7. Key Strategic Campaign Decisions • Communication Objective • Target Audience • Brand Position • Campaign Strategy
  8. 8. Key Strategic Campaign Decisions • Communication Objective To increase brand awareness and change brand image by increasing 20 percent reach among target audience by December 2015
  9. 9. Key Strategic Campaign Decisions • Target Audience 25 to 35-years-old working women
  10. 10. Key Strategic Campaign Decisions Brand Positioning Laura Ashley as “The unique & elegant Victorian L.A. style of today’s fashion” among target audience.
  11. 11. Key Strategic Campaign Decisions Campaign Strategy Enhance brand Image as the next elegant Victorian of today’s L.A. Fashion Increase reach by 20% among target audience • European new designs • Anne Hathaway celebrity endorser • U.S. Website, social media updates • Introduce new styles by seasons
  12. 12. U.S. Website OUTDATED, OLD APPEAL, LIMITED AMOUNT OF CLOTHING CHOICES
  13. 13. U.K. Website Trendy fashion, young and elegant appeal!
  14. 14. Message Strategy • Message Objective • Key Consumer Insight • Big Idea • Message Design and Execution - Ad
  15. 15. Message Strategy • Message Objective  Touch heart  creates feelings  L.A. Fashion Using social and traditional media to reach 20% of our target audience by December 2015
  16. 16. Message Strategy • Key Consumer Insight Our insights are the motivations behind our target audience: They like fashion, elegance, formal clothing and latest LA trends.
  17. 17. Message Strategy • Big Idea = Fashionable = -> It creates a psychological and emotional appeal in our target audience
  18. 18. Message Strategy Anne Hathaway Message Design and Execution
  19. 19. Anne Hathawaymeans… “Style… in today’s LA fashion” “Victorian Elegance...”
  20. 20. Be a Star in Today’s L.A. Fashion! Visit us on And
  21. 21. Media Plan  Media Objective  Media Strategy  Vehicle Selection  Scheduling  Budget
  22. 22. Media Plan • Media Objective Use target reach objective of 20 percent of our target audience by December 2015 through social media, websites, SEM and traditional media.
  23. 23. • Media Strategy Media Plan We will enhance and run promotions through social media platforms, U.S. Website and use traditional media:  Facebook -> Updates, interactions, insights, evaluation  Twitter -> Interactions, insights Hashtag: #Ucanwearit2  Traditional Media -> Targeted magazines
  24. 24. Media Plan • Vehicle Selection Social Media, Laura Ashley U.S. Website Magazines like Elle, Vogue, and InStyle
  25. 25. Media Plan • Scheduling • Execution from January 2015 to December 2015 • Put Ads in high fashion magazines • Update Facebook and Twitter
  26. 26. Media Plan Budget • $30.5 million • 15% Advertising Campaign • Anne Hathaway, traveling expenses, Advertising and Social Media costs
  27. 27. Conclusion • Increase Brand Awareness • Change Brand Image • Grab Attention (Ann Hathaway) • Use traditional and social media: Ads, Facebook, Twitter
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