3. Campaign Objectives- Threats
Potential threats
Awareness of grand opening
Perception of second-hand items
Preference for brand-named items
4. Campaign Objectives
Objectives
Establish awareness of
InBetween
Grand opening
Brand personality
The owners passion for fashion
Pushing concept of “be your own brand”
Combat brand consciousness
$10,000 or more opening month
6. In Between VSPlato’sCloset
IN BETWEEN VINTAGE CLOTHING PLATO’S CLOSET - TALLAHASSEE
PRODUCTS
OFFERED
Lightly used sophisticated clothing and
quality jewelry for males and females along
with a variety of shoes and additional
accessories.
Gently used designer style clothing for males
and females along with a variety of shoes and
accessories.
WHAT IS
SHARED
Sells gently brand clothing at an affordable price . Accepts donations as well as selling back
features. Audience is looking for stylish, comfortable and trendy clothing as an affordable
price.
TARGET
AUDIENCE
Working moms, ages 25-40 who have a
college education and work in offices, banks
and schools. Conservative in their spending
but find good values with purchase. Males
between 18 and 40 of age that are either
single or married.
Males and females aging from 18-24 year
olds, mostly students and working class
residents who live in apartments, visit bars,
and enjoy wearing trendy popular brands
while on a budget.
7. DigitalMediaCompetitiveAnalysis
IN BETWEEN VINTAGE CLOTHING PLATO’S CLOSET - TALLAHASSEE
WEBSITE
Owned content is used prominently but basis of
webpage is used for informative purposes.
Owned content on the webpage as well as an
integrated campaign that was placed online.
EMAIL
Used to target more “traditional” customers that
we are not reaching elsewhere.
Used if you have opted in to receive
promotions and updates on needs of specific
locations.
MOBILE
Offers responsive web design on all devices of
the webpage.
App created by EXTON which provides
exclusive offers and discounts from Plato’s
Closet including photos, inventory, current
needs and downloadable offers.
SOCIAL
MEDIA
Active on Facebook, Instagram, Twitter &
Pinterest. Posting daily regarding new arrivals
and upcoming sales.
Active on social media, including Facebook,
Instagram and Twitter. Specifically posting
once or twice a day. Repetitive messaging.
8. TargetAudienceAnalysis
18-64 Year old females
Single, married, mothers, daughters, grandmothers
24-40 year old females
Working professionals, mothers, single, married
Modern sphere of lifestyle - value service, convenience, flexibility,
and durability
18-54 year old males
Clothing purchases based on necessity
Job may not require suit and tie but works in a professional
environment
Needs and wants to look good
9. TargetAudience-Demographics
Demographics JoAnn Suzanne Mike
Age 52 32 30
Race Caucasian Caucasian African-American
Income $32,000.00 $35,000.00 $48,000.00
Occupation Office Executive Dental Office Asst IT Specialist
Social Class
Middle Income
Working Class
Working Class
Middle Income
Working Class
Education 4-Year College 4-Year College 2-Year College
Geographic Location Tallahassee City Leon County Tallahassee City
Lifestyle
Easy going family
oriented mother
and grandmother
Serious mom who
works for the kids
and weekends
Single male
focused on his
lifestyle
10. TargetAudience-Psychographics
Psychographics JoAnn Suzanne Mike
Attitude
Positive and
outgoing; a
follower
Goal oriented and
focused achiever
Positive and
motivated
Motivation Very motivated Motivated Highly motivated
Desires (benefit/need)
Wants what's best
for kids and grand
kids
Strong desire to
fulfill needs and
wants to provide
for her family
Wants and needs
quality things in
life. Desires are
stronger than
average
Values
Conservative but
tolerant
Conservative
traditional values
Middle of the road
but anchored by
Christian values
Personality trait Aspirer Succeeder Aspirer/Succeeder
Decision process
Spontaneous on
low involvement
purchase
Carefully considers
all purchases but
desires high
quality
Value brands ok
but desires quality
when possible
Buying behavior
Not very loyal to
brands willing to
try anything; has
not learned quality
versus brand
loyalty
Wants quality and
is a brand loyal
customer; will try
new products
Brand loyal but
considers new
brands if value is
good
11. TargetAudience-MediaBehaviors
Media Behaviors JoAnn Suzanne Mike
Media Programs
viewed/listened
to/browse
Local ABC, CBS.
NBC, ESPN, 104.1
97.9 ESPN Radio,
Bing/Google
Local ABC, CBS.
NBC, 103.1 The
Wolf Country
Music,
Google/Facebook
Twitter/Pinterest
Local ABC, CBS.
NBC, Blazen 102.3
Hip Hop,
Google/Facebook
Twitter/Instagram
Targeted Audience
Media Concentrations
(Media where our
audience resides most)
Television/Digital
Print/Radio OOH
Television/Digital
Print/Radio OOH
Television/Digital
Print/Radio OOH
Recommended
mediums based on
habits of targeted
audience
Digital e-
mail/internet
FB, Twitter,
Pinterest
FB, Twitter,
Instagram
12. TargetAudience-Recommendations
Raise Brand Awareness
Growing trends and expected growth in vintage clothing sales
Most prospects are unaware of the features, benefits and advantages
Reach audience with targeted digital media campaign
Digital platforms include website, FB, Twitter, Instagram
It is where the prospects are residing
Achieve campaign objectives
Research-backed consumer information says so
13. Digital Media SelectionRationale
Company site - Central hub for information
Available for all target segments
Data tags
Organic search
“75% of users never scroll past the first page of search.” (Ryan, 2014)
Responsive
14. Digital Media SelectionRationale
Social Media
Facebook, Instagram, Pinterest and Twitter
Cute and funny memes, photos, videos and quotes
“What has changed over recent years is the reach and penetration
of these social media technologies, their adoption into everyday
lives of a mainstream audience.” (Ryan, 2014)
15. Digital Media SelectionRationale
Email
Newsletters
Deals for the week
All featured items
Popular seasoned trends
In the loop, don’t live on Social Media
JoAnn
