Consumer        Analysis            •       Consumers are teenage girls 12-17•   Teen spending declined last year- increas...
Teens & Brands
Product Analysis
Market Analysis•   Industry average has experienced a 7.52% growth in past 3 years•   Company’s such as Abercrombie, Ameri...
PrimaryResearch
Problems    &•      Opportunities    Delia’s struggles to remain popular    against competitors such as American          ...
MarketingObjective                : •   Increase sales 6%AdvertisingObjective:
MarketingCommunication   Strategy
Media Objectives
TimingWhen do you buy the most clothes?
Geography
Spot
National
Media Mix
Social Media•   75% of national buying•   90% of our target market is using social media•   Delia’s currently has:
•       In-stream ads•       Youtube Channel        –     DIY clothing tutorials    –       Top 10 videos of the week    –...
Paid Exposure•   Pay influential teens to repost brand content•   Generate positive buzz•   1,000 influential teens from t...
Search Engine••        Optimization    Preliminary launch buy    20% of the target markets time is spent searching•   Will...
“Live                           •                           •                               Freely                        ...
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
dELiA*s Campaign
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dELiA*s Campaign

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  • Creative teaser, sets the tone for our campaign
  • They are becoming more independent and financially conscious. <CHANGE SLIDE>
  • Teens recognize brands that have strong social consciousness and care about causes and charities. <CHANGE SLIDE>
  • In comparison, this is less than half of what the top competition made. <CHANGE SLIDE>
  • Some of the key things we found were that Delia’s circulates 38.8 million direct mail catalogs each month, but continues to have shipping and delivery issues. <CHANGE SLIDE>
  • We wanted to find out the most effective ways to relate our message to the target market through analyzing opinions, buying habits and general interests. <CHANGE SLIDE>
  • With the ever increasing growth of technologies and availability of social media we will be able to reach a highly sought after target market. <CHANGE SLIDE>
  • Increase reach and frequency
  • We will do this thru sales promotions, interavtice and traditional media buys as well as creative social buys.
  • WE will create a cohesive brand image as well as entice new customers
  • Will boost interest and social commentary and increase positive brand identity
  • 73.7% of our target audience uses coupons for shopping
  • dELiA*s Campaign

    1. 1. Consumer Analysis • Consumers are teenage girls 12-17• Teen spending declined last year- increase in saving money • Trend setters and early adopters
    2. 2. Teens & Brands
    3. 3. Product Analysis
    4. 4. Market Analysis• Industry average has experienced a 7.52% growth in past 3 years• Company’s such as Abercrombie, American Eagle, Hot Topic lead industry• Delia’s made $217.15 million in annual sales in 2012
    5. 5. PrimaryResearch
    6. 6. Problems &• Opportunities Delia’s struggles to remain popular against competitors such as American • Take advantage of growth in technologies and social media Eagle, Hot Topic, Abercrombie, and • Boost sales and brand relationships Forever 21 with west coast stores• Has remained unprofitable over the past 4/5 years• Brand image and broad target consumer base
    7. 7. MarketingObjective : • Increase sales 6%AdvertisingObjective:
    8. 8. MarketingCommunication Strategy
    9. 9. Media Objectives
    10. 10. TimingWhen do you buy the most clothes?
    11. 11. Geography
    12. 12. Spot
    13. 13. National
    14. 14. Media Mix
    15. 15. Social Media• 75% of national buying• 90% of our target market is using social media• Delia’s currently has:
    16. 16. • In-stream ads• Youtube Channel – DIY clothing tutorials – Top 10 videos of the week – Celebrity looks from Delia’s
    17. 17. Paid Exposure• Pay influential teens to repost brand content• Generate positive buzz• 1,000 influential teens from target market will be used
    18. 18. Search Engine•• Optimization Preliminary launch buy 20% of the target markets time is spent searching• Will increase reach and frequencyContingency Fund• $19,502
    19. 19. “Live • • Freely Green campaign Idea sparked from dELiA*s asterisk • ” Brand growth and re-inventionWeb banner Advertisement

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