GET INSPIRED Challenge created to promote “Create Your Own” polos, shirts, and hats for the RL RUGBY line.
A.HILL Marketing Co. specialists are in charge of planning and implementing an online proposal for the “GET INSPIRED” contest
Details: Ralph Lauren Fans have an opportunity to create a line of “Create Your Own” apparel. Winners have a chance to compete for $10,000 towards their very own clothing line.
Winning designs may also qualify to be sold at RUGBY stores
The online proposal will highlight the “GET INSPIRED” marketing strategy specifically for target market
Upscale and trendy college aged students 18-26
Interest in fashion design and Style
RALPH LAUREN Campaign Goals
Deliver an effective online strategy for the RL Get Inspired Challenge.
Utilize social media networks in order to adequately reach target markets.
Generate plenty of buzz and online discussion regarding the Get Inspired Challenge.
Launch Campaign by December 2010
Low Participation Rate generated from social networking campaign efforts
Need a specific amount of participants to partake in contest in order to be effective.
RALPH LAUREN Marketing Strategy
The 4 P’s will be implemented for the Online Proposal: Product, Place, Promotion, and Price
Product: Promote the Get Inspired Challenge Details among College
aged students 18-26
Place: Use Facebook, Twitter, and YouTube to promote and spread
buzz for the Get Inspired Challenge
Promotion: Emphasize and promote the winning prizes and free gifts as a benefit to motivate
participants to take part in the challenge
Price: Utilize the RL marketing budget that is set a side specifically to
promote the new RUGBY brand and products.
RALPH LAUREN Marketing Strategy Promote Challenge on the RUGBY Facebook fan page for participants by posting contest details and posting daily updates in the FB status for fans to view. Participants can access daily statuses of the contest details, prizes, and giveaways and have a chance to interact with RL staff on the RUGBY twitter page . On the RUGBY YouTube channel , RL will feature commercials promoting the Get Inspired Challenge. Participants can comment on videos and generate buzz by subscribing to channel.
RALPH LAUREN Budget Plan
Generates $10 Billion at retail worldwide
Operating Income: $613 Million
Net Income: $406 Million
Set a $50,000 budget to promote the “Get Inspired” challenge online
Utilize these funds towards marketing the social networking efforts in various areas (in-store, direct mail, email, etc.)
RALPH LAUREN Evaluation
Launch a Survey on Facebook and twitter to gain feedback from participants who took part in the challenge.
Give winning participants an opportunity to tell their story on the RUGBY YouTube channel and display their designs.
Give out an evaluation in RUGBY stores to find out if consumers were aware of the Get Inspired Challenge.
RALPH LAUREN Conclusion