Winning group client presentation for Abercrombie & Fitch project with Miami University MKT 291H in Spring 2017

1. camp sassociates
Abercrombie & Fitch
Joslyn Andrews | Claire Bewalda | Annika Fowler
Allyson Heitger | Mitali Kulkarni | Jen Laufmann

3. Research & Insights
Structure
Events & Partnerships
Social Media
Application Processes
Timeline
Expansion Ideas
Overview

4. Research
Experiencers
Gen Z

5. MILLENIALS & GEN Z
WOULD RATHER
SPEND MONEY ON
EXPERIENCES
THAN ON THINGS

6. seriousfomo

7. Structure
A&F Headquarters
Campus Associates:
1 Male, 1 Female Executive Team

8. Campus Associates
Involved
Passionate
Trendy
Enthusiastic

9. Executive Team
Finance Chair
Spirit Chair
Photographer
Social Media Chair
Programming Chair

10. On-Campus Challenge

11. Greek Organizations
Campus Programming Committees
Fashion/Design Clubs
Event-Specific Groups
Campus Partnerships

12. Video Application

13. Direct
36.52%
Search
33.25%
Referrals
15.67%
Mail
8.78%
Display
1.83%
Social
3.94%
A&F Brand Traffic Sources

14. Social Media

15. Instagram

16. Snapchat: Takeovers

17. A&F Website Link
Links to YouTube Account: A&F Campus Associates

18. A&F Campus Associates YouTube Account

19. Daily Instagram Followers
PINK
Campus
Showdown
Start
PINK
Campus
Showdown
End
0
1
2
3
4
5
6
7
8
9
10
8/20 8/22 8/24 8/26 8/28 8/30 9/1 9/3 9/5 9/7 9/9 9/11 9/13 9/15 9/17 9/19
FollowersinThousands
PINK followers

20. Rewards & Incentives

21. Camp Counselor Selection Process
Determine most
successful campuses
Choose and notify top
20% of associates
Send associates to
SeriousFun camp
20%

23. Timeline
Send
chosen
Campus
Associates
to camp
• June 2018
A&F HQ
check-in
A&F On-
Campus
Challenge
• April 2018
A&F HQ
check-in
A&F HQ
check-in
A&F HQ
check-in
A&F HQ
visit, 2-day
training
• August 2017

24. Expansion Ideas

25. Questions?

26. Appendix

27. Appendix A: Target Market Research
VALS:
• “Experiencers”
• Median age: 24
• Assertive, energetic, and optimistic
• Median income: $70,000
Generation Z
• Born 1996 – 2010

28. Appendix A: Target Market Research Cont.
Millennials:
• “Digital natives”
• Upload digital content to the web
• Idea of an “expert:” not professionals, but peers or friends with
first-hand experience
• FOMO: “fear of missing out”
• Feel left out when not up-to-date on social media

29. Appendix B: Existing Campus Rep
Programs
School PINK Campus Reps Love Your Melon Campus Crew
Miami University (OH) • •
Ohio State University • •
University of Notre Dame •
University of Virginia • •
University of Michigan • •
Cornell University •
Georgetown University •
University of Illinois • •

30. Appendix C: Challenge Budget
5K:
• T-shirts (outsourced): $5 ea.
• Bids: $0.12 ea.
• Medals for top finishers: $2.50 ea.
Rentals
• Zip line: $3,500
• Inflatables: $900 ea.
Fire pit: $200
Location
• No cost (on campus)
Food
• Trucks: $1,500 ea.
• Individual rentals: $50 ea.
• S’mores bar, cotton candy machine,
popcorn machine
Music
• Campus/local groups: $500
Fun!
• FREE!
Total: $55 + $7,000
Based on 250 attendees, $10 entry fee

31. Appendix D: Additional Events Budget
Advertising: $500
• Posters, pass-outs, etc.
Giveaways:
• T-shirts: $100
• Stickers: $0.18 ea.
• Buttons: $0.19 ea.
Additional budget for other
events: $5,000
• A&F Trunk Show
• Fashion show
• Restaurant rental
• Capture the flag tournament
• Rock climbing
Total: $5,969

32. Appendix E: Social Media
Account Rank Daily Followers
A&F 1,517th 814
VS PINK 470th 6,045
Love Your Melon 24,048th 128
Campus Associates video application questions:
1. What are you involved with?
2. What are you passionate about?
3. How would you describe your style? Show us!
4. How do you envision this program on your campus?

33. Appendix F: Detailed Timeline
A&F HQ
check-in
• December 2017
A&F HQ
check-in
• October 2017
A&F HQ
visit, 2-
day
training
• August 2017
Notify
applicants
• May 2017
Begin
accepting
associate
videos
• January 2017
Winning
associates
attend
A&F
Challenge
• September 2018
A&F HQ
Visit, 2-
day
training
• August 2018
Send
chosen
associates
to camp
• June 2018
A&F
Campus
Challenge
• April 2018
Camp
counselors
selected
• March 2018
A&F HQ
check-in
• February 2018

34. Appendix G: Sources
• https://pink.victoriassecret.com/pinknation-campus-reps
• https://www.bcg.com/documents/file103894.pdf
• https://www.loveyourmelon.com/pages/campuscrews#
• https://cdn.shopify.com/s/files/1/0445/0437/files/Campus_Crew_Pr
ogram_Overview.pdf
• https://www.seriousfunnetwork.org/about/impact
• https://www.seriousfunnetwork.org/about/finances
• https://www.cornell.edu/about/facts.cfm
• https://socialblade.com/instagram/compare/abercrombie/vspink