3. Launch of weekly newsletters (As the brands new years
resolution)
Re-launch of YouTube channel - monthly vlogs.
Small hint of pop up store through social media
(on Olive accounts) to build hype and encourage
newsletter subscribers.
Launch of Snapchat account: Shared through social media.
Date announcement of pop up store through newsletter
(On valentines day, marketed as a ‘gift’ to the
consumer)
Small hint at collaboration with “Deliciously Ella”:
through social media (On Ash Wednesday/Pancake day to
make it food related)
Announcement of pop up store through website and all
social media, also shared through the Deliciously Ella
blog and social media platforms.
“Deliciouslly Ella” Snapchat takeover (On good Friday)
shared through all Olive platforms and the “Deliciously
Ella” app and Instagram.
Launch of look page online (May bank holiday) : Shared
especially though the Olive Instagram - Email
notifications to be sent out to any consumers featured
on the page.
Opening of pop up store in London -
Booked through ‘Appear here’
Location: Kensington
Date: 24.06.17 - 25.06.17
Opening times: 9-6 both days
Timeline Weekly newsletters up keep per week: £20 (£100)
Youtube channel up keep per video: £50 (£ 50)
Monthly total : £150
Snapchat account up keep per week: £20 (£ 80)
YouTube channel up keep per video: £50 (£ 50)
Weekly newsletters up keep per week: £20 (£ 80)
Monthly Total: £210
Weekly newsletters up keep per week: £20 (£ 80)
YouTube channel up keep per video: £50 (£ 50)
Snapchat account up keep per week: £20 (£ 80)
Gifting “Deliciously Ella” clothing : £400
Monthly Total: £610
Weekly newsletters up keep per week: £20 (£ 80)
Youtube channel up keep per video: £50 (£ 50)
Snapchat account up keep per week: £20 (£ 80)
“Deliciously Ella” fee: £200
Monthly Total : £410
Weekly newsletters up keep per week: £20 (£100)
YouTube channel up keep per video: £50 (£ 50)
Snapchat account up keep per week: £20 (£100)
Look page up keep per week: £20 (£100)
Monthly Total: £350
Weekly newsletters up keep per week: £20 (£ 80)
YouTube channel up keep per video: £50 (£ 50)
Snapchat account up keep per week: £20 (£ 80)
Look page up keep per week: £20 (£ 80)
Pop up store rent: £400
Staff (including travel): £750
Gifts/refreshments: £900
Transport of stock (both ways) : £400
Monthly Total: £2740
MayJune
Budget: £5000
Total Cost: £4470
AprilMarchFebJan
Budget
4. Weekly newsletters: to engage with the
consumer and keep them interested, building
better CRM. Also, exclusive first looks at new
products and events will make the consumer feel
more involved. A minimal layout represents the
brand message.
Monthly vlogs give a human insight in to the Olive
brand, raise awareness and make a deeper
connection with the consumer.
Also, by using Olive products in the monthly vlogs,
it becomes easy to associate them in a day to day
environment, building on their lifestyle approach.
Launches
5. Launches
The ‘Olive street style’ page purpose is to show
how products are worn and styled by other
consumers, it is a very organic way to further
encourage sales and also helps build a community
among consumers.
Each photograph will be different from the next
and will show the versatility of Olive product.
By having another social media platform, Olive can
widen their audience. Snapchat offers a unique,
short, exclusive look in to brands and subtly
promotes product. There is also more potential to
entice the older target consumer, as Snapchat is
the least time consuming and demanding social
media platform.
6. DeliciousllyElla
collabortation
‘Deliciously Ella’ is a
blogger, author, app
creator & co-founder of ‘The
Mae Deli’.
She takes a different, clean
approach to life through her
diet, exercise and self-care.
She believes in a slower pace
of life and is an innovator
within multiple industries.
A collaboration with Ella will
align Olive with the new
target consumer, while also
maintaining its brand message,
philosophy and values.
7. Popupstorehype
Slowly releasing information
through a variety of
platforms will get consumers
communicating with one another
and sharing their hopes for the
event, this is an easy way to get
feedback and collect more
ideas on how to meet the new
target consumers needs.
The pop up store would be best
announced on the Deliciously Ella
blog and mobile app as well as
Olive social media.
8. Popupstore
The Olive pop up store will be held in Kensington, London in a store rather than a stand.
It is important that the pop up store resembles the flagship store in Cheltenham to keep a consistent
brand image. Basic rails and mannequins will reduce costs and folded garments will make a visual link
to their Instagram posts.
Kensington is affluent and eye catching, similarly to Cheltenham. It is home to popular parks, museums
and shops. There are frequent events and it’s great for tourists, meaning there is a high footfall.
By slightly editing the packaging for the pop up store, Olive can subtly promote itself through the
streets of London and make the consumers feel exclusive.
9. Stocking the store with Deliciously Ella books will attract more consumers and emphasise the
collaboration.
Deliciously Ella refreshments will encourage consumers to take more time in the store and will make
them feel more appreciated.
Also, by Ella signing copies of her book and meeting & greeting fans, more passers by will be drawn
in, maximising the chance of online, social media exposure, brand awareness and press attention.
Lastly, images of Ella in the store will encourage more visitors on the day and create conversation.
Popupstore
10. Continuing
Moving forward with the community marketing strategy past the six month aim, Olive could work towards
more involvement with the unique magazines it stocks such as ‘Cereal’, who align perfectly with the
Olive brand message.
Also, a missing brand touch point for Olive is a loyalty scheme. As Olive is an independent
business, it would seem appropriate for them to show appreciation to returning consumers who support
their ambitions. A loyalty scheme would also help Olive build on their CRM.
11. References
Board one
(Left to right)
Image 1 - 2015 - https://www.facebook.com/oliveclothing/photos/pb.203103803035141.-2207520000.1462373132./1043162895695890/?-
type=3&theater - Last accessed 13/04/16
Image 2 - Researchers own - 27/04/16
Image 3 – May 2016 - https://www.facebook.com/oliveclothing/photos/a.229050777107110.71057.203103803035141/1212892928722885/?-
type=3&theater - Last accessed 24/05/16
Image 4 - 2016 - https://www.instagram.com/p/BDn9f-OOClw/?taken-by=oliveclothing - Last accessed 22/04/16
Image 5 - 2016 - https://www.instagram.com/p/BDLMvjRuCrz/?taken-by=oliveclothing - Last accessed 13/04/16
Image 6 – 2016 - https://www.facebook.com/oliveclothing/photos/a.229050777107110.71057.203103803035141/1212887898723388/?-
type=3&theater - Last accessed 24/05/16
Image 7 - Researchers own - 27/04/16
Image 8 - 2016 - http://www.oliveclothing.com/p-oliveunique-20160427-015-grey-summer-pullover-hoodie-grey - Last accessed 4/5/16
Image 9 - 2016 - http://www.oliveclothing.com/ - Last accessed 13/04/16
Image 10 - 2016 - https://www.instagram.com/p/BCSujvKOClg/?taken-by=oliveclothing - Last accessed 13/04/16
Page 11 - May 2016 -https://www.facebook.com/oliveclothing/photos/a.229050777107110.71057.203103803035141/1208208092524702/?-
type=3&theatre - - Last accessed 24/05/16
Image 12 - April 2015 - https://www.facebook.com/oliveclothing/photos/pb.203103803035141.-2207520000.1462374319./993194140692766/?-
type=3&theater - Last accessed 13/04/16
Image 13- 2016 - https://www.instagram.com/p/BCK5kkHuCkY/?taken-by=oliveclothing - Last accessed 13/04/16
Image 14 – May 2016 - https://www.facebook.com/oliveclothing/photos/a.229050777107110.71057.203103803035141/1212880095390835/?-
type=3&theater - Last accessed 24/05/16
Image 15 - 2016 - https://www.instagram.com/p/1YOTjKuCkQ/?taken-by=oliveclothing - Last accessed 13/04/16
Image 16 - 2016 - https://www.facebook.com/oliveclothing/photos/ pb.203103803035141.-2207520000.1462373127./1191157857563059/?-
type=3&theater - Last accessed 13/04/16
12. Board two
(Left to right)
Image 1 – 2016 - http://www.forloveandlemons.com/myfll - Last accessed 24/05/16
Image 2 – 2014 - http://blog.freepeople.com/2014/07/fp-takes-sydney-part-2/ - Last accessed 24/05/16
Image 3 – 2016 - http://deliciouslyella.com/ - Last accessed 24/05/16
Image 4 – 2014 - http://blog.freepeople.com/2014/02/happy-anniversary-fp/ - Last accessed 24/05/16
Image 5 – 2016 - https://www.appearhere.co.uk/inspire/success-stories/finery-london - Last accessed 24/05/16
Image 6 – 2016 - https://www.appearhere.co.uk/inspire/success-stories/miista- Last accessed 24/05/16
Image 7 – 2016 - https://www.youtube.com/channel/UCfJCAQHe4QIauovILB5oekA - Last accessed 24/05/16
Image 8 – 2016 - https://www.appearhere.co.uk/inspire/success-stories/run-fell - Last accessed 24/05/16
Image 9 – 2016 - https://www.freepeople.com/fpme/ - Last accessed 24/05/16
Board three
Pop up store: https://www.appearhere.co.uk/spaces/search?q=Kensington&search_campaign=district-link&search_medi-
um=link&search_source=destinations
Board four
(Left to right)
- Layout inspiration from COS newsletter
Image 1 - 2016 - https://www.facebook.com/oliveclothing/photos/
pb.203103803035141.-2207520000.1462437450./1145000285512150/?type=3&theater - Last accessed 22/04/16
Image 2 - http://www.oliveclothing.com/menswear/?sort=featured&page=2 - Last accessed 4/5/16
13. Image 3 - 2016 - http://www.oliveclothing.com/p-oliveunique-20160427-019-beige-coach-jacket-beige - Last accessed
4/5/16
Image 4 - 2015 - https://www.instagram.com/p/_Pmi8SuCph/?taken-by=oliveclothing - Last accessed 22/04/16
Layout from : https://www.youtube.com/channel/UCvJ0lwEyLBz7-LQ-DCmSDkA
Image 1- April 2016 - http://thepastelproject.com/daisy-stitch-pink-dress/ - Last accessed 22/04/16
Image 2 - Researchers own - 27/04/16
Image 3 - 2014 - http://www.whatoliviadid.com/2014/05/how-to-style-spring-trench-coat.html - Last accessed 13/04/16
Image 4 - 2016 -https://www.instagram.com/p/BBYV9UIuCme/?taken-by=oliveclothing - - Last accessed 24/05/16
Image 5 – 2016 - https://www.instagram.com/p/BAkin97uCqm/?taken-by=oliveclothing - Last accessed 24/05/16
Screenshot from : http://www.oliveclothing.com/
Layer from: https://www.youtube.com/channel/UCicByKVUvjcDmvJ_e--unOw
Board five
Snapchat
Image 1 - https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwitid3n6fTMAhXJL8AKHQIKB-
6cQjRwIBw&url=https%3A%2F%2Fflipboard.com%2F%40isocialfanz%2Fsnapchat-effect%253A-future-of-social-media-hg3hk-
5fsy&psig=AFQjCNEzLA2IRH3FOumhhzgg2yqT3IFv2g&ust=1464251973432062
Street style/ look page
(Left to right)
Image 1- 2016 - https://www.instagram.com/p/BEa2AZqOCvq/?taken-by=oliveclothing - Last accessed 24/05/16
Image 2 - 2015 - https://www.instagram.com/p/7WoopgHcn4/?tagged=oliveclothing - Last accessed 24/05/16
Image 3 – 2014 - https://www.instagram.com/champerswellies/ - Last accessed 24/05/16
14. Image 4 – 2016 - https://www.instagram.com/p/BDh04xUAYOt/?tagged=oliveclothing - Last accessed 24/05/16
Image 5 - 2016 https://www.instagram.com/p/BEHHa2poJTg/?tagged=oliveclothing - Last accessed 24/05/16
Image 6 – 2016 - https://www.instagram.com/p/BFgx2aIxvVZ/?tagged=oliveclothing - Last accessed 24/05/16
Image 7 – 2016 -https://www.instagram.com/p/BE3j_X_Soou/?tagged=oliveclothing
- Last accessed 24/05/16
Image 8 – 2016 - https://www.instagram.com/p/BE4Dd3lEJM3/?tagged=oliveclothing - Last accessed 24/05/16
Image 9 – 2016 - https://www.instagram.com/p/BENyMROTB5U/?tagged=oliveclothing - Last accessed 24/05/16
Board six
(Left to right)
App:
Image 1 – 2016- https://itunes.apple.com/gb/app/deliciously-ella/id813952961 - - Last accessed 24/05/16
Layer - 2016 - https://www.instagram.com/p/BFi5rigOCsk/?taken-by=oliveclothing- Last accessed 24/05/16
Tweet:
Image 2 – May 2016 - https://twitter.com/DeliciouslyElla/status/732869893079597056 - Last accessed 24/05/16
Instagram :
Image 3 – 2016 - https://www.instagram.com/p/BFoG97iuCu4/?taken-by=oliveclothing - Last accessed 24/05/16
Layer : 2015 - https://www.instagram.com/p/7absS8ouS-/?taken-by=deliciouslyella - Last accessed 24/05/16
Newsletter:
Image 1 – 2016 - https://www.instagram.com/p/_bLVZlIuXU/?taken-by=deliciouslyella - Last accessed 24/05/16
Image 2 – Researchers own
Image 3- 2015 - https://www.instagram.com/p/zsofEMuCl0/?taken-by=oliveclothing - Last accessed 13/04/16 - Last ac-
cessed 24/05/16
Image 4 – 2016 - https://www.instagram.com/p/_EgpJAIube/?taken-by=deliciouslyella - Last accessed 24/05/16
15. Tweet:
Image 1 – 2016 - https://twitter.com/oliveclothinguk/ - Last accessed 24/05/16
Layer: 2016 - https://www.instagram.com/p/BFVzBIHIuV-/?taken-by=deliciouslyella - Last accessed 24/05/16
Board seven
Instagram
Image 1 – 2016
https://www.instagram.com/deliciouslyella/ - Last accessed 24/05/16
Layer one:
Image 1 - 2016 - https://www.instagram.com/p/BC0K5VvuCif/?taken-by=oliveclothing - Last accessed 13/04/16
Image 2 – created by the researcher
Image 3 - 2016 - https://www.instagram.com/p/7YEeWouCvu/?taken-by=oliveclothing - Last accessed 22/04/16
Newsletter:
Image 1 - 2016 - http://www.oliveclothing.com/ - Last accessed 13/04/16
Image 2 - AW15 - http://www.oliveclothing.com/menswear/?sort=featured&page=2 - Last accessed 13/04/16
Instagram:
Image 1 – 2016 -https://www.instagram.com/p/BFlkb9gIuUM/?taken-by=deliciouslyella - Last accessed 24/05/16
Facebook:
Image 1 – 2016 - https://www.facebook.com/oliveclothing/ - Last accessed 24/05/16
Layer : 2016 - https://www.appearhere.co.uk/spaces/oxford-circus-station-retail-space - Last accessed 24/05/16
Ella blog:
Image 1 - http://deliciouslyella.com/ - Last accessed 24/05/16
Layer one: 2016 - https://www.instagram.com/p/_HRz7vuCp9/?taken-by=oliveclothing - Last accessed 13/04/16
16. Board eight
(Left to right)
Image 1 - https://www.instagram.com/p/_RvslpOCot/?taken-by=oliveclothing - Last accessed 24/05/16
Image 2 - 2015 - https://www.instagram.com/p/0nyVpXuCuj/?taken-by=oliveclothing - Last accessed 13/04/16
Image 3 – Researchers own, edited by the researcher - 27/04/16
Image 4 - 2015 - https://www.instagram.com/p/_Pmi8SuCph/?taken-by=oliveclothing - Last accessed 22/04/16
Image 5 – Researchers own - 27/04/16
Image 6 – Researchers own - 27/04/16
Image 7 – Researchers own - 27/04/16
Image 8 - 2015 - https://www.instagram.com/p/9v4CgEuCs6/?taken-by=oliveclothing- Last accessed 24/05/16
Board 9
Image 1 - http://deliciouslyella.com/press-category/print/ - Last accessed 24/05/16
Image 2 - http://deliciouslyella.com/book-2-cover-reveal/ - Last accessed 24/05/16
Image 3 - https://www.google.com/search?q=deliciouslyella&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj_446P8fTMAhV-
BLsAKHZNsDw8Q_AUICigE&biw=1409&bih=1232#tbm=isch&q=deliciously+ella&imgrc=lOv3qbpwCdXR5M%3A - Last accessed 24/05/16
Image 4 - https://www.instagram.com/DeliciouslyElla/ - Last accessed 24/05/16
Image 5 - 2015 -http://www.curiouslyconscious.com/2015/04/deliciously-ella-cookbook-review.html - Last accessed
24/05/16
Image 6 – 2016 - http://www.telegraph.co.uk/food-and-drink/features/deliciously-ella-interview-new-book-Delicious-
ly-Ella-Every-Day/ - - Last accessed 24/05/16
Image 7 - https://www.instagram.com/DeliciouslyElla/ - Last accessed 24/05/16
17. Image 8 - https://www.instagram.com/DeliciouslyElla/ - Last accessed 24/05/16
Board ten
Cereal magazine
(Left to right)
Image 1 – 2016 - https://www.facebook.com/oliveclothing/photos
/a.229050777107110.71057.203103803035141/1212884162057095/?type=3&theater - Last accessed 24/05/16
Image 2 – 2016 - https://www.facebook.com/oliveclothing/photos
/a.229050777107110.71057.203103803035141/1212904182055093/?type=3&theater - Last accessed 24/05/16
Image 3 – 2016 - https://www.facebook.com/oliveclothing/photos
/a.229050777107110.71057.203103803035141/1212887898723388/?type=3&theater - Last accessed 24/05/16
Olive loyalty scheme
(Left to right)
Image 1 - http://www.oliveclothing.com/ - Last accessed 24/05/16
Image 2 - 2015 - https://www.facebook.com/oliveclothing/photos/
pb.203103803035141.-2207520000.1462443079./1119908618021317/?type=3&theater - Last accessed 13/04/16
Image 3 – 2016 - https://www.instagram.com/p/BDc7sh1uChs/?taken-by=oliveclothing - Last accessed 13/04/16
Image 4- 2016 - https://www.facebook.com/oliveclothing/photos
/a.229050777107110.71057.203103803035141/1202988803046631/?type=3&theater - Last accessed 13/04/16
