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G+G Media Planbook
- 1. gilt gossamer 2018 media plan Heather Barkee Joe Liebersbach Annie McJacobs Drew Orlick Oliver Saltzmann Katie Hansen
- 4. the survey: offered a $50 gift card giveaway *survey questions in appendix b 185responses • More than half of our respondents have never heard of G+G. • 77% cited Instagram as the social platform used most or second to most. • More than half say that they primarily shop in-store. • The top 3 factors that influence where to shop, in order: 1. Word of mouth 2. Sales 3. Advertisements
- 5. strengths opportunities threats weaknesses • Melange • Velvet Edge • Established online brands & shops • Brand Awareness • New Location • No online shopping ability • On trend • Locally Owned • Lower price point than other boutiques in area • Instagram presence & aesthetic • The 5th St Market already has an affluent customer base • Employees already involved with UO and campus life swot analysis
- 6. marketing & advertising objectives media objectives • Capitalize on re-branding opportunities at 5th Street Market • Establish local brand recognition and generate sales at the storefront • Convert engagements into loyal fans and followers of G+G • Increase in-store foot traffic and sales • Increase engagement on social networking sites • Increase followers on Instagram and Facebook • Increase traffic to social networking sites and web- site • Attract more web traffic • Increase accessibility for shopping online by using Instagram
- 8. meet emily: • 21 year old female • University of Oregon student • Member of Tri Delta Sorority • Attends Music Festivals, Formals, Moms Weekend • Has a part-time campus job • Active on Instagram and Snapchat • Always looking for trendy styles • Loves to hike, workout, and spend time with her friends • Values philanthropy
- 10. GG#FINDYOURGG
- 11. mediastrategies
- 13. out of home
- 15. snapchat filter
- 16. gentle + genuine glitz + glamour grace + greatness #findyourgg gilt+gossamer #findyourgg gilt+gossamer #findyourgg gilt+gossamer gentle + genuine glitz + glamour grace + greatness sticker giveaway
- 17. The Spring ASUO Street Faire is great exposure for Gilt and Gossamer from our target audience. The Spring season will attract more people and also will be a great time for Gilt and Gossamer to showcase their Spring and Summer clothes during peak festival and vacation times. With items like stickers, a banner and a snapchat filter featuring Gilt and Gossamer, this will engage the target audience and spread brand awareness while also giving the target audience a chance to shop and interact with the company.
- 18. Eugene’s Trendiest Boutique #FindYourGG glitz + glamour bus wraps • 70% of 18-29 year olds commute to work • 350,000 impressions in a month • During the Duck Football season, this could swell to 700,000 per month • There arent any media spaces that can deliver this type of audience for this budget. Place your message where customers can’t turn the page, switch stations, close the screen, or change the channel.“
- 19. Our bus wraps will be live during October and November 2018, during peak football season and back to school shopping for our target audience. Our bus wraps will be on the LTD buses that shuttle students to and from football games as well as their regular routes will which bring in an estimated 350,000-700,000 views a month. With 70% of 18-29 year olds commuting to work, this will bring in the most views for our target audience possible.
- 20. emu pop-up shop • Upper amphitheater tabling through university scheduling and event services • Rentable central campus presence • Showcase pop-up selection and promote the store
- 21. The EMU pop-up shop will happen in September during the first week of fall term during back to school when family and students alike are in town. The EMU pop-up shop will allow for our target audience to interact with Gilt and Gossamer on a personal level, build brand awareness while engaging out target audience with stickers and fun accessories. The pop-up shop will also feature an instagram contest that will build instagram engagement while also building a larger customer emailing list.
- 22. digital
- 23. online clean up • Online presence has solid framework, but needs refreshing • Consolidate communication outlets • Update established website, and keep updating seasonallyto stay looking fresh, and relevant. • Cheaper than paying for a complete website redesign.
- 24. Cleaning up the online presence of Gilt and Gossamer will attract new potential customers while also maintaining its current customers. It will provide new, updated information that will make Gilt and Gossamer more accessible and relevant to potential customers.
- 25. instagram shop
- 26. Instead of spending large amounts of money on a online store, Instagram offers a free option to create a Instagram shop. With our online cleanup plan, this will allow customers to shop the Instagram and create more online potential customers.
- 27. google adwords
- 28. After our online cleanup, the Google Adwords will attract any consumer searching for keywords that will direct them to Gilt and Gossamer. Because online shopping is so important, having a strong online presence with Google Adwords will increase recognition of Gilt and Gossamer and bring in more customers.
- 30. vip experience • Invite winner of survey sweepstakes into the store on a select day, she can bring two friends with her • Give them personal shopping experience with Melissa • Winner can post about experience or clothing bought • This provides positive, organic engagement from the winners social, which in turn increases G+G online engagement • Makes the G+G brand feel more human, and conected with its audience
- 31. calendar
- 32. Our calendar revolves around the seasons in which Eugene is most busy/when people are buying clothes. The Street Faire will be held during Spring term, May 9-12th when it is warm which is in line with the clothing pieces Gilt and Gossamer sells the most. Early May is also before most festivals/ vacation plans giving people the time to shop for their summer plans which they will need cute, new outfits for. Our second largest plan is the bus wrap. Which we have planned for October and November of 2018 during the back to school season for the University of Oregon. This is also the kick off of football season which means an increase in bus rides and opportunities for our Ad exposure. The snapchat filter will be live during the street faire to increase engagement and give consumers a fun and creative way to interact with the brand. Google Adwords will be running the entire 8 month span to constantly be keeping Gilt and Gossamer relevant and accessible to our online consumer.
- 33. measuring success • Website traffic • Followers on insta • Sales in store • Engagements on social we will compare these KPI’s before and after the plan:
- 34. media budget
- 35. bus wraps $3110 | 51% $6000 total budget street faire 1605 | 28% google adwords $1095 | 18% instagram contest $140 | 2% vip experience $50 | 1% budget at a glance
- 36. budget details street faire $500 - 10x20’ space & application fee $704 - labor for 4 days(2 employees) $150 - 750 stickers $171 - snapchat filter $80 - banner $1605 google adwords $136.87 per month for 8 months $1095 bus wraps $2890 - 2 months for single bus space $220 - vinyl cost for bonus bus $3110
- 37. Most of our budget will be going towards the ASUO street faire and the bus wrap. Both of these outreach ideas will connect with our target audience in different ways. The ASUO street faire is on the University of Oregon’s campus, a central place for our target audience to be at. The booth for Gilt and Gossamer at the street faire will allow for personal interaction and word of mouth, key tools to gain more exposure so that people know more about Gilt and Gossamer. The bus wrap will provide a larger outreach, an estimated 450,000 views after one month, to grow Gilt and Gossamer’s brand awareness, and most importantly increase curiosity that leads to research done about Gilt and Gossamer. Our other media strategies like stickers, banners, Google Adwords, and snapchat filters are meant to further enhance the users experience about Gilt and Gossamer during our larger strategies like the street faire.
- 38. final thoughts
- 39. thank you
- 40. appendix a: contact info Rockin’ Stickers info@rockinstickers.com https://www.rockinstickers.com/ Online order system VistaPrint - (Banner Ordering) https://www.vistaprint.com/ Online order system LTD Advertising - Bryan Anderson LaMar Advertising banderson@lamar.com EMU Scheduling and Event Services 541-346-6000 https://scheduling.uoregon.edu/ Online application form ASUO Spring Street Faire asuostreetfaire@uoregon.edu 541-346-0622 https://orgsync.com/49338/forms/300080
- 41. Do you currently live in Eugene, Oregon? (Or the surrounding area) How old are you? Are you a current student? What school do you currently attend? Are you currently employed? What are some of your favorite hobbies? Name your top 3 favorite restaurants in Eugene: Tell us what your ideal weekend would consist of: Rate each of these social media platforms in order of how often you use them: (1: Most often, 5: Least often) Snapchat, Instagram, Facebook, Twitter, Pinterest Where do you get your news from? Which ways you shop? Select all that apply: Online, In-store, Hybrid (Buy online pick up in-store) How do you PRIMARILY shop? Select one: Online, In-store, Hybrid (Buy online pick up in-store) How often do you go shopping in-store for clothes/shoes/accessories? How often do you shop online for clothes/shoes/accessories? How do you decide where to shop? (Both online and in-store) Select all that apply: Word of mouth/Recommendation from friends, Advertisements, sales, bloggers, popular accounts on social media, or fashion magazines How do you PRIMARILY decide where to shop? (Both online and in-store) Select one: Word of mouth/Recommendation from friends, Advertisements, sales, bloggers, popular accounts on social media, or fashion magazines Does carrying a certain brand influence where you shop? How much of an influence do brands have on where you shop? (1-5) How much do you value shopping from local businesses? (1-5) Describe what factors influence that decision: (Price, Convenience, Service etc.) Does the level or quality of Customer Service given, impact where you shop? How much does Customer Service impact where you shop? How much does Customer Service impact where you shop? What is your favorite example of a brand’s charitable or philanthropic work? Have you heard of Gilt and Gossamer? appendix b: survey questions