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Laura Ashley Integrated Marketing Communications Campaign Class Project Presentation
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Laura Ashley Integrated Marketing Communications Campaign Class Project Presentation

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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 …

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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Transcript

  • 1. Laura Ashley Isaac Consultants
  • 2. Table of Content • Background • Situation Analysis – Secondary Research • SWOT • Key Problem • Key Strategic Campaign Decisions • Message Strategy • Media Plan
  • 3. Background • Started in London 1953 • Inspired by Victorian English designs Laura Mountney
  • 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 Situation Analysis Secondary Research • Traditional values and style became outdated • Company closed stores in the U.S. and Canada • Successfully repositioned in England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. 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. 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. Key Strategic Campaign Decisions • Communication Objective • Target Audience • Brand Position • Campaign Strategy
  • 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. Key Strategic Campaign Decisions • Target Audience 25 to 35-years-old working women
  • 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. 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. U.S. Website OUTDATED, OLD APPEAL, LIMITED AMOUNT OF CLOTHING CHOICES
  • 13. U.K. Website Trendy fashion, young and elegant appeal!
  • 14. Message Strategy • Message Objective • Key Consumer Insight • Big Idea • Message Design and Execution - Ad
  • 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. 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. Message Strategy • Big Idea = Fashionable = -> It creates a psychological and emotional appeal in our target audience
  • 18. Message Strategy Anne Hathaway Message Design and Execution
  • 19. Anne Hathawaymeans… “Style… in today’s LA fashion” “Victorian Elegance...”
  • 20. Be a Star in Today’s L.A. Fashion! Visit us on And
  • 21. Media Plan  Media Objective  Media Strategy  Vehicle Selection  Scheduling  Budget
  • 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. • 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. Media Plan • Vehicle Selection Social Media, Laura Ashley U.S. Website Magazines like Elle, Vogue, and InStyle
  • 25. Media Plan • Scheduling • Execution from January 2015 to December 2015 • Put Ads in high fashion magazines • Update Facebook and Twitter
  • 26. Media Plan Budget • $30.5 million • 15% Advertising Campaign • Anne Hathaway, traveling expenses, Advertising and Social Media costs
  • 27. Conclusion • Increase Brand Awareness • Change Brand Image • Grab Attention (Ann Hathaway) • Use traditional and social media: Ads, Facebook, Twitter