LIM College - Marketing Campaign
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Given a hypothetical budget of $5,000,000 this is our pitch to the fashion school LIM College of how to design a year-long campaign. The goal of the campaign is to generate applications from prospective students. This includes everything from an analysis of LIM's unique value proposition, to examples of potential print and online ads, to a detailed breakdown of the budget
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LIM College - Marketing Campaign
- 1. LIM College Presentation August 21, 2013 WHERE BUSINESS MEETS FASHION Team #1: Stephanie Dolik, Kabeer Malhotra, Nina Maluenda
- 2. Agenda: • Strategy – Project Overview / Objectives / Target Audience / Target Insights / Competitors / Differentiating Factors / Buyers Journey • Media – Budget / Budget Cont./Flighting /Print / Social Media/ Online / Mobile / Video / Out-of-Home / Direct Mail / Radio / Email / Search • Creative – Overview / Print / Direct Mail / Social / Online / Promotion • Q&A • Appendix
- 3. Project Overview: • Construct an integrated advertising campaign which sets LIM College apart from its competitors • Channels include: – Print – Social Media – Online – Mobile – Video – Out-of-Home – Direct Mail – Radio – Email – Search – Promotion
- 4. Objectives: • 1st Objective: – Recruitment • Increase the number of applicants • Increase conversion of applicants to students • 2nd Objective: – Increase Awareness • Target Market • Parents of high school students • New York City business community • Fashion Industry
- 5. Target Audience: • Demographic: – High School students 16 to 18 years old – Female – Flexible income levels • Geographic: – Primarily from NY and NJ area • Interests / Behaviors: – Passionate – Business minded – Creative – Interested in fashion – Value education – Prefer small school environment – Enjoy spending time on social media websites – Trendsetters and tastemakers – Visual thinkers/interested in visual aesthetics
- 6. Target Audience: Meet Alyssa: •17 years old •Junior at Maria Regina HS •Lives in Hartsdale, NY •Interested in fashion merchandising •Texts at least 20 times a day •Loves pinkberry •Uses clothing and accessories to express her personality •Loves social media, especially instagram and twitter •NYC is her favorite place to shop
- 7. Target Insights: LIM HS Fashion Lab 2013 • Discovered LIM College Fashion Lab through: – Online Search, direct mail, referrals from friends • Websites visited on a daily basis: – Facebook, pinterest, google, style.com, youtube, fashion blogs, tumblr, instagram • Print publications viewed on a monthly basis: – Teen Vogue, Vogue, Nylon, Glamour, People, Cosmopolitan, Marie Claire, • What they like most about the LIM Fashion Lab: – Teachers have real-world experience in fashion industry – Class material – Preparation for college – Making new friends with similar interests – Hands-on activities – Located in NYC – LIM facilities Sample size: Two separate LIM High School Fashion Lab classes, roughly 25 students total
- 8. Target Insights: Teens as a whole http://academic.mintel.com/display/590744/?highlight=true
- 10. The Fashion 10 Location Student to Faculty Ratio LIM College New York City 8:1 Fashion Institute of Technology (FIT) New York City 16:1 Parsons: The New School of Design New York City 10:1 Berkley College New York City 30:1 Fashion Institute of Design and Merchandising (FIDM) Los Angeles, California 16:1 La Salle University Philadelphia, PA 13:1 Marist College Poughkeepsie, New York 15:1 Montclair State University Montclair, New Jersey 17:1 Philadelphia University Philadelphia, PA 12:1 University of Rhode Island (URI) Kingston, RI 16:1 Competitors:
- 11. What differentiates LIM College? • LOCATED IN THE CENTER OF THE FASHION WORLD: Classes and internships located in New York City • LEARN FROM THE BEST: Curriculum taught by professors with vast experience in the fashion industry • PREPARED FOR LIFE AFTER COLLEGE: Students graduate with hands on experience, and a full resume through 3 required credited internships • RELATIONSHIPS TO LAST A LIFETIME: Small class sizes and tight-knit atmosphere allow students the opportunity to create to create close relationships with their professors, peers, LIM community, and industry professionals
- 12. Buyers Journey: • Print • Direct Mail • OOH • Radio • Social Media • Search • Email • Video • Promotion • Word-of-mouth AwarenessAwareness EngagementEngagement Active Consideration Active Consideration • Digital ads • Video • Social Media • Email • Promotion • Events • Open Houses • Visit class or event • Meet with admissions counselor
- 13. Media
- 15. Media Vehicle Target Impressions Spending # of Fall Semester Applicants Digital (banners on websites, blogs) 90,700,000 $453,500 136 Digital (social media networks) 166,000,000 $332,000 100 Digital (video) 30,000,000 $450,000 153 Digital (social-other) 10,000,000 $100,000 29 Mobile 56,000,000 $280,000 76 Online (branded search) 176,802 $353,604 707 Online (unbranded search) 120,000 $600,000 480 Radio (Local) 13,666,667 $246,000 70 National Magazines - Page 1,448,972 $52,163 11 National Magazines - 1/2 Page 9,182,652 $211,201 31 Newspapers (Local) (1/2P B&W) 1,696,600 $33,932 14 Out-of-Home (NYC Subways, Transit advertising) 400,000,000 $800,000 416 Direct Mail 271,319 $440,893 95 Email 5,173,656 $646,707 272 Total 784,436,668 $5,000,000 2,588
- 16. Flighting
- 17. Print: • National Magazines • Local Newspapers • $297,295 total spending • 6,615,531 impressions
- 18. Social Media: • Paid ads on Facebook • Content creation – Social Media Strategist – Digital Daybook Club • $432,000 total spend • 31,274,783 total impressions
- 19. Online: • Fashion • Teen Lifestyle • Academia • Entertainment • Digital Side Platform (DSP) • $453,500 total spending • 97,089,215 total impressions
- 21. Placement: •Women’s Lifestyle •Entertainment •Teen Lifestyle •30 second pre-roll video •Banner ads •$280,000 total spending •31,500,000 total impressions Mobile:
- 23. Video: • 82% of teens watch TV online* • YouTube gets 800 million visitors monthly – 21.6 million teen users total** – 64% of teens listen to music on YouTube** • $450,000 total spending • 30,000,000 total impressions *http://www.newcommbiz.com/82-of-teens-watch-tv-online-48-watch-tv-on-cell-phones/ **http://www.youtube.com/yt/advertise/demographics.html ***http://news.cnet.com/8301-1023_3-57493338-93/youtube-is-teens-no-1-pick-for-music-listening/
- 25. Out-of-Home: • Transit ads in trains and stations – NYC Subways – Metro-North – Long Island Rail • $800,000 total spending • 90,000,000 total impressions
- 26. Direct Mail: • ASL High School List – Filtered by Females in NY area • Teen Vogue List – Filtered by NY/NJ area • Testing two offers • $440,893 total spending • 271,319 total impressions
- 27. Radio
- 28. Email: • Teen Fashionistas List – 2.7 million teens; interested in fashion and shop online • Fashion Conscious Trendy Teens – Over 500,000 parents of teens interested in “high style” clothes and accessories • $646,707 total spending • 5,173,656 total impressions
- 29. Search: • 92% of teens say top reason to go online is to search for information* • Unbranded Search – Ad groups: “fashion schools,” “fashion and business programs,” fashion school rankings” • Branded Search – Ad groups: “LIM College,” “LIM fashion school,”… • $953,604 total spending • 296,802 total impressions *http://www.newcommbiz.com/82-of-teens-watch-tv-online-48-watch-tv-on-cell-phones/
- 30. Creative
- 31. Creative Overview: •Focused on LIM’s differentiating factors:
- 32. Print Ad
- 33. Direct Mail …
- 34. Envelope
- 35. The Letter
- 37. !! ! Integer!egestas!orci!quis!lorem! feugiat!adipiscing.! Be a part of the action in the ultimate fashion capital of the world, New York City! Why wait? LIM College would like to invite you to visit our state-of-the-art facilities in the heart of midtown Manhattan. We offer a variety of visit options - choose the one that's right for you. 12 East 53rd Street –2nd Floor! New York, NY 10022! Phone: (800) 677-1323! www.limcollege.edu/admissions Just a number? Think again. As a student at LIM College, you will have the opportunity to learn the business of fashion and work closely with dedicated faculty who have years of industry experience at prominent brands. With just eight students for every professor, LIM College offers a friendly, close-knit environment where each student is an individual. Come visit usto see for yourself! ! Email us at: openhouse@limcollege.edu to schedule a visit. ! Find us on: ! ! ! ! ! ! ! FPO!
- 38. !! At LIM College, you will get the hands-on experience you need to succeed. The best way to get into the fashion industry is to obtain as much experience as possible. That’s why, LIM students’ complete three required internships during their four years. Join LIM College and immerse yourself in the business of fashion. From day one through the rest of your life. If your internship sounds like a dream job, where will you go once you graduate? Our graduates enter the job market with a leg up on the competition because of the vast experience they have acquired at LIM College. We’re focused on your career and the close relationships you’ll form!It’s all about YOU! !
- 39. Return Slip
- 41. Social: •Virtual Q&A’s with industry professionals, hosted by current LIM students – Director of Marketing at Vogue – Senior Manager of Visual Merchandising at Marc Jacobs – Marketing Manager at Uniqlo •Potential applicants and current LIM students submit Q’s via Facebook
- 42. CreateCreate YourYour OwnOwn FashionFashion Show!Show! Click Here to learn more about LIM College Click Here to learn more about LIM College Click to Play! Be the Buyer, Choose the Look! Click Here to learn more about LIM College Click Here to learn more about LIM College Click Here to learn more about LIM College Click Here to learn more about LIM College Click Here to learn more about LIM College Click Here to learn more about LIM College Click Here to learn more about LIM College Click Here to learn more about LIM College Click Here to learn more about LIM College Click Here to learn more about LIM College Be the Buyer, Choose the Look! Play Runway Enjoy the Show! Interested in developing a career in the business of fashion in the FASHION CAPITAL OF THE WORLD? Click Here to learn more about LIM College Click Here to learn more about LIM College 3 Internships Hands-on learning with industry professionals Lifelong relationships with classmates & professors At LIM College you can experience: Display Ad:
- 43. Click Here to learn more about LIM College Click Here to learn more about LIM College Live the business of Fashion from the first day through the rest of your life! This would lead you to www.limcollege.edu/about.4 Display Ad:
- 45. Promotion: • Dual launch party with Interior Design guru Jonathan Adler • LIM’s new “Home Fashions” track for Fashion Merchandising • Jonathan Adler promotes: – Launching fashion accessories line – New affordable home line, “Happy Chic”
- 47. Questions?
- 48. Appendix
- 49. Media Mix
- 51. Email • text
- 53. Digital Display, Banners (2)
- 55. Search
- 56. Branded Search Examples: • text 56
- 57. • Text Unbranded Search Examples: 57
- 58. Mobile
- 59. Print • text
- 60. Out-of-Home
- 61. Social Media
- 62. Social Media
Editor's Notes
- Our primary goals are mainly a recruitment effort (Note by Nina: Maybe we should have a chart about how many applicant they had last two years to what we will reach with out plan)
- -In 2012, the LIM Demographic was mainly from the New York and New Jersey area (2012 class was almost 75% from this region, with the third highest state being Connecticut at only 3.9%) - Income is flexible as LIM is inexpensive for a private university, with a tuition of just $23,070 (in-state public colleges average $22,261 and private universities average $43,289))
- We realize there are many competitors in this category…they are referred to as “The Fashion 10.” These schools offer Fashion Merchandising, Design, Marketing, or Retail Management, not including community colleges.
- LIM is one of only four schools in this group that is located in New York City. It also has the smallest student to faculty ratio, which is almost half or less than the majority of the competition. Additionally LIM has one of the most robust fashion business programs, offering more options than every school with the exception of FIT. Thus we have identified FIT as LIM’s main competitor.
- THESE FACTORS SET LIM COLLEGE APART FROM IT’S COMPETITORS --- DO YOU AGREE? SHOULD WE CHANGE THIS?
- Kabeer is working on this part
- Kabeer is working on this part
- -In addition to some of the logos shown here, we placed ads on the online versions of our print vehicles (Teen Vogue, Nylon, CollegeXpress, MyMajors Art Magazine, Teen Ink) -DSP is only $48,000 of total digital spending -Chose CW shows Gossip Girl and The Carrie Diaries because of Teens/NYC/Fashion theme with both -Mention strategy behind specific pages (i.e. “fashion,” “style,” “careers”
- -Girls 14 – 17 are highest percentage (34%) of “cell-mostly” Internet users
- -We will make sure “Entertainment” ads represent LIM brand well and don’t include tabloid/gossip websites
- -Online video viewing is growing more rapidly than ad spending on online videos. Now is a time to take advantage of this before ads cost even more money
- -Top-right image is GOLD Winner from 28th Annual Educational Advertising Awards this past year
- -Joke about how although it’s called “snail mail” it is highly effective, especially for colleges (high response rate, can provide lots of material to explain how
- -Not spending too much of budget because it is not a visual medium Will be used for our secondary goals
- -for branded search we have keywords, for unbranded search we have keywords grouped together in ad groups
- Write something here about a holistic approach to creatives… something about focusing our creative around the LIM differentiating factors ????? Learn from the best: LOCATED IN THE CENTER OF THE FASHION WORLD: Classes and internships located in New York City LEARN FROM THE BEST: Curriculum taught by professors with vast experience in the fashion industry PREPARED FOR LIFE AFTER COLLEGE: Students graduate with hands on experience, and a full resume through 3 required credited internships RELATIONSHIPS TO LAST A LIFETIME: Small class sizes and intimate setting allows students the opportunity to create to create close-knit relationships with their professors, peers, and industry professionals
- Something about our fashion show offer being blown away!