2. Contents
Objectives
1ST
Objective – Research into Dr Martens brand and
Results
2nd
Objective – Media Campaign
3rd
Objective – Press Release
4th
Objective – Poster Design
Appendix
3. Objectives
• To undertake research in order to gauge public opinion
on a new possible Dr Martens’ product – completing the
research by w/b 6th April 2015.
• To design a successfulmedia campaign for the launch
of the new product.
• To create a press release announcingthe launch of the
new product.
• To produce a poster promoting the new product – to
be completed w/b 11th May 2015.
4. Objective 1.
To undertake researchin order to gauge publicopinionon a new possible Dr Martens
product – completingthe research by w/b 6th
April 2015.
To complete thisobjective Idesignedaquestionnairethatfocussedonfindingouthow the public
saw the brandDr Martens andthe opinionof the followingpoints:
Price
DesignandColour
Popularity
Style of Footwear
*Find a copy of my questionnaire at appendix1.
Questionnaire Results
I conducteda questionnaire toresearchthe publicopinionof the brandDr Martens,the research
was alsoto findouthowthe publicwouldreact to a new range of footwearbeingreleasedinJune
2015.
Twelve questionnaireswere givenouttomembersof the public,belowisapie chart showingthe
ratioof male to females.
The right side representsthe male recipientsandthe leftside represents the females,therewere 7
malesand5 females.
I chose to give outmore questionnaire’stomales
than to femalesbecauserecentlymore maleshave
beenwearingDrMartens andI want to see how
popularthe brand reallyiswithmalesinsteadof
fashionconsciousfemales.
Gender
Male
Female
5. The highestage groupfrom thisquestionnaire is
the 18-25’s and the lowestbeingthe 30+ withonly
one recipient.
I focusedmore onyoungerage groups because
the aim forthe new productisfor itto be targeted
at a youngermarket.
100% of the recipientsagreedthattheyhadheardof the brand andthat theythoughtthe launchof
a range wouldbe a goodidea.Goingintomore detail forthe range,these are the statisticsbasedon
colourand style of footwear.
These pie chartsshow that the most popularcolourselectionwasElectricBlue withBronze coming
insecond. SilverandSage Greentiedforthirdand Lilacwas the leastpopularcolourchoice.
Thenmovingontothe style of footwearthatwas mostpopularwasBoots withShoe’scomingin
second.
80% of the recipientsthoughtthatthe Dr Martens
brand wasworththe currentpricingbut20%
thoughtthat the new range shouldbe made
cheaper. Whenaskedif theyhadpurchaseda
productfrom Dr Martens, the resultwas7 recipients
had notand 5 had purchasedfromthe brand.
0
1
2
3
4
5
6
7
16-17 18-25 26-30 30+
Age Range
Footwear Colour
Lilac
Sage Green
Bronze
Electric Blue
Silver
Style of Footwear
Boots
Shoes
Heels
Sandals
0
2
4
6
8
Yes No
Purchased fromthe
Brand
6. Overall,the publicthinkthatanewfootwearrange beinglaunchedforDrMartens isa good ideaand
that theywouldpreferthe focusof the range to be blue andbronze colouredboots.Eventhough
not everyrecipienthadpurchasedaproductfrom the brand,theythoughtthat theirproductswere
worththeircurrentpricingand that theywouldrecommendthemtoafriend/familymember.
Are Dr Martens
worth the
current pricing?
Yes
Would you recommend
Dr Martens to a
Friend/Family member
Yes
7. Objective 2.
To Design a successful mediacampaign for the launch of the newproduct.
I achievedthisobjective byplanningoutamediacampaignusingAbove the Line mediainGlasgow
and pricingthe advertsusedfora periodof 6 weeksbeginninginJune.
The campaignwill have a focuson the coloursblue,bronze andgreen,thisisbecause research
conductedprovidedstatisticsthatthese were the favourite coloursoutof the selectiongiven.
The product isplanningtobe launchedonthe 29th
May 2015 withpostersandelectronicbillboards
centredonGlasgow,as that isthe city Dr Martens wishto testout the new range.Theyhope to
attract a youngermarketwithfun,interestingpostersthatputthe emphasisonthe creative side of
the newproduct.
I workedonthe basisof havinga budgetof £120,000 fromDr Martensto run theirmediacampaign
that reflectsthe new,freshstyleof the new range butkeepinginwiththe traditionalstyle. £40,000
of thishasto be usedonScottishPressandMagazines, the followingnewspapersandmagazineswill
be contactedwithadvertson the chosen datesforthe brandsnew launch:
i-onGlasgow
WestEnd Life
The Skinny
The Metro (Scotland)
GlasgowInsider
The ScottishSun
Each of the selectedpublicationsreachesadiverse audienceacrossScotland,inparticularGlasgow.
The Metro have a widespreadreadershipasitisdistributedthroughoutthe trainplatformsreaching
bothprofessionalsandcollege/universitystudents.
I-onGlasgow,The Skinny,WestEndLife andGlasgow Insiderprovide local readershiptothose who
may notuse publictransportand those whoonlyreada publicationwithaselect targetaudience.
The ScottishSun isan everydaynewspaperwhichreachesamassaudience throughoutScotland,
mainlyworkingandmiddle classreaders.
PRESS AND MAGAZINECHARGES
Publication Date
Day
Position Rate (SCC) Size Cost Per
insert
No of
Items
Total
i-onGlasgow 29/5/15
Fri/Sat
25/26
June
Display
Colour
£695.00 Half Page
6
£4170
8. WestEnd
Life
29/5/15
Fri/Sat
25/26
June
Display
Colour
£275.00 Half Page 6 £1650
The Skinny 29/5/15
Fri/Sat
25/26
June
Display
Colour
Half Page £895 6 £18,823
The Metro
(Scotland)
29/5/15
Fri/Sat
25/26
June
Display
Colour
SCC
£16.50 2x35cm £610.50 6 £3,663
Glasgow
Insider
29/5/15
Fri/Sat
25/26
June
Display
Mono
£875.00 Half Page 6 £5250
The Scottish
Sun
29/5/15
Fri/Sat
25/26
June
Display
Colour
£42.40 2x72cm £3,137.20 6 £18,823.20
9. Objective 3.
To create a PressRelease announcingthe launch of the new product.
To achieve thisobjective IcreatedaPressRelease thatannouncedthe launchof Dr Martensnew
productlaunchin theirSauchiehallStStore inGlasgow CityCentre.Itincludedvital information
aboutthe lookandstyle of the newproduct,the target audience andhow successful the product
was hopedtobe.
*Please finda copy of my PressRelease at Appendix2.
10. Objective 4.
• To produce a posterpromoting the newproduct – to be completedw/b 11th May 2015.
I completedthis objectivebydesignedaposteronthe program Adobe Photoshop,Icreatedthe
image usingdifferentlayers –enablinganychangesneededif therewasaproblemwiththe design.
I usedinformationfrommyresearchresultstoputthe postertogetherandfeel Ihave usedall the
relevantinformationneededtocreate a printthat meetsthe productslaunchneeds.
*Please finda copy of my poster designat Appendix3.
11. Conclusion
In my developmentstage I have usedskillsfrom the following classes:
Key Units:
• FT9012/3004 Advertising:MediaCampaign Planning
• FT8X12/3004 Computing:Digital MediaElementsfor Applications
• F1JM10/3006 ImplementingaPR Campaign
I usedmyskillsfromimplementingaPRcampaignto designaPressrelease announcingthe launch
of a newproductfor Dr Martens.
I usedskillsincreatingamediacampaignfrommyAdvertisingunit,Iplannedoutthe pricingstrategy
neededtolaunchanadvertisingcampaignforthe brand.
FinallyIusedDigital MediaSkillstocreate a posterdesignthatfitthe brandsimage and brings
togethera newcreative design.
12. Appendix 1
Dr Martens Questionnaire
The purpose of thisquestionnaireistofindoutthe current opinionof the brandDr Martens and the
potential launchof anewproduct line.
Please answerthe followingquestionsbycheckingeither YESor NO:
1. What genderdo you identifyas?
Male
Female
Other
2. Whichage group are you in?
16 – 17
18 – 25
26 – 30
30+
3. Have you heard of the brand Dr Martens?
Yes
No
4. Have you everpurchased a product from Dr Martens?
Yes
No
5. Do you think the brand is very well known?
Yes
No
6. Do you think Dr Martens products are worth the current pricing?
Yes
No
13. 7. Do you think a newproduct line beinglaunchedfor Dr Martens is a good idea?
Yes
No
8. Whichof the followingcolourswouldyou like to see includedin the new line?
Lilac
Sage Green
Electric Blue
Bronze
Silver
9. Whichstylesof Dr Martens wouldyou preferto be the focusin the range?
Boots
Shoes
Heels
Sandals
10. Do you think the range shouldbe available at a more affordable price?
Yes
No
11. Wouldyou like to see clothingand accessoriesalso involvedinthe new range?
Yes
No
12. Wouldyou recommendthe brand to a friend/familymember?
Yes
No
14. Thank you for taking the time to complete this questionnaire
15. Appendix 2
GravityPR
300 Cathedral St
Glasgow
G1 2TA
30TH
April 2015
PRESS RELEASE
Dr Martens back with New Footwear Range!
Dr Martens, the art of industrial footwear is coming back into fashion with a new
Footwear range being launched in June 2015. Bringing old styles with new twists,
the latest range of alternative fashion is looking to be something to remember. The
brand came to fame in the 1960’s as a boot for industrial workers and then
progressing into a signature accessory of rebellion and punk rock in the 70’s and
80’s.
The new range will include Boot and Shoe style footwear with a range of colours,
with a focus on electric blue and bronze patterns. The aim is to target males and
females between the age group of 16 – 25 based on research conducted before the
products construction. Also as a result of research the range will be available at the
same price Dr Martens products usually are, starting from a base price of £50.
16. MORE
The launch event will be held at the Sauchiehall St store in Glasgow, journalists from
Gutter magazine and representatives from the management team of Dr Martens.
when asked about the progress of the new range, Marketing Director Simon Jobson
was thrilled to announce,
“All of us on the Dr Martens team are thrilled with our new range and we can’t wait for it to take
Britain by storm!”
The newbrand isset to bringa newedge toBritain’s alternative fashion and start the new trend on
Glasgow’s fashion market. Dr Martens have been working on the new designs for bordering a year
and are now looking forward to seeing the fruits of their labour in stores across Britain.
For further information contact Shannon Callaghan
P.R Officer, Gravity PR, Glasgow
Telephone: 0141 123 1223
Fax: 0141 124 3456
E-mail: scallaghan@gravpr.com
ENDS
