Advertising campaign proposal draft 2


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Advertising campaign proposal draft 2

  1. 2. <ul><li>The target market for Express clothing company is directed towards young adults wanting sexy yet sophisticated looks for both work and the weekend </li></ul><ul><li>The typical customer for Express is “specifically the teenage female to the middle aged woman </li></ul><ul><li>The Express Company targets men and women between the ages of 18 and 34 </li></ul><ul><li>Express clothing is made to appeal to all different ethnic backgrounds including Caucasian, African American, Asian, Hispanic, as well as many others </li></ul><ul><li>The group of people shopping at Express is the young adults who are successful but who also love the nightlife </li></ul>
  2. 3. <ul><ul><ul><li>Target Gender: Females </li></ul></ul></ul><ul><ul><ul><ul><li>Females- 60% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Males- 40% </li></ul></ul></ul></ul><ul><ul><ul><li>Target Age Group: Young Adults </li></ul></ul></ul><ul><ul><ul><ul><li>Children (Ages 3-12)- 1% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Teenagers (Ages 13-17)- 12% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Young Adults (Ages 18-34)- 53% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Adults (Ages 35-49)- 24% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Seniors (Ages 50+)- 9% </li></ul></ul></ul></ul><ul><ul><ul><li>Target Race (Based on statistics): Caucasian </li></ul></ul></ul><ul><ul><ul><ul><li>Caucasian- 55% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>African Americans- 11% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Asian-20% </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Asians are the largest demographic of online consumers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Hispanic- 13% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Other- 2% </li></ul></ul></ul></ul>
  3. 4. <ul><ul><ul><li>Target Income: Affluent </li></ul></ul></ul><ul><ul><ul><ul><li>$0-30K- 17% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$30-60K- 26% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$60-100K- 31% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$100k+- 25% </li></ul></ul></ul></ul><ul><ul><ul><li>Target Education Level (Based on Statistics): No College </li></ul></ul></ul><ul><ul><ul><ul><li>No College- 45% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>College Graduates- 43% </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>College graduates are the largest demographic of online consumers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Graduate School Students- 12% </li></ul></ul></ul></ul>
  4. 5. <ul><li>To improve productivity and establish EXPRESS as one of the leading companies in the fashion industry </li></ul><ul><li>To expand the percentage to more of the target market which is roughly 18-40 and more of the laid back or business casual status </li></ul><ul><li>To increase the percentage of men who shop at EXPRESS </li></ul><ul><li>To strike above or at least obtain the same level as our competitors </li></ul><ul><li>To expand to all ethnicities </li></ul><ul><li>Establish December and January as our crunch months to main stream advertisements so that the peak months can continue on past January </li></ul><ul><li>To send out flyers to people outside of the target market so that people will get intrigued and want to visit the store in hopes of actually purchasing something </li></ul>
  5. 6. <ul><li>H & M </li></ul><ul><li>American Eagle </li></ul><ul><li>Forever 21 </li></ul><ul><li>Cache </li></ul><ul><li>Cache </li></ul><ul><li>American Eagle </li></ul><ul><li>Forever 21 </li></ul><ul><li>H&M </li></ul>
  6. 7. <ul><li>The Internet: </li></ul><ul><ul><li>Email Advertisements </li></ul></ul><ul><ul><li>Banners Advertisements on Facebook and Twitter </li></ul></ul><ul><li>Print media: </li></ul><ul><ul><li>Magazine Advertisements in magazines such as Cosmopolitan, Seventeen, etc. </li></ul></ul><ul><li>Outdoor Advertising: </li></ul><ul><ul><li>Billboards in major cities </li></ul></ul>
  7. 8. <ul><li>Television – $200,000 for one 30-second commercial (during prime-time) </li></ul><ul><li>Direct Mail - $1,500 for 1,000 4x6 postcards (includes postage) </li></ul><ul><li>Radio - $90 to $120 per week on a rotator (prices higher if time slots for ad are selective) </li></ul><ul><li>Magazines - $1,200 to $5,000 per month or per issue (depends on ad size and demographics) </li></ul><ul><li>Outdoor (billboard) - $3,000 to do artwork and install media on billboard; rates depend on impress level, ranges from $5,000 to $500,000 (the higher the qualify of the artwork and the larger the demographic group, the higher the price); minimum contract is 16 weeks </li></ul><ul><li>Online - $0.60 pay-per-click or $1,200 - $1,800 a month for aggressive campaigns (does not include search engine optimization) or $200 to $1,200 per year per banner ad on websites </li></ul><ul><li>Total: $450,000 </li></ul><ul><li>*Note: Prices reflected are negotiated prices for a 12-week campaign </li></ul>
  8. 9. Enigma Ad Agency’s “EXPRESS Yourself” Campaign
  9. 15. <ul><li>About us . (n.d.). Retrieved April 19, 2010, from Forever 21 Inc.: </li></ul><ul><li> </li></ul><ul><li>Company Profile . (n.d.). Retrieved April 19, 2010, from Cache: </li></ul><ul><li> </li></ul><ul><li> . (2010). Retrieved April 7, 2010, from Quantcast: </li></ul><ul><li> </li></ul><ul><li>Mitchell, N., Moriarty, S., & Wells, W. (2009). Advertising Principles and Practice. </li></ul><ul><li>Upper Saddle River, New Jersey: Pearson Prentice Hall. </li></ul><ul><li>Our Markets . (n.d.). Retrieved April 19, 2010, from H & M: </li></ul><ul><li> </li></ul><ul><li>Rosenberg, R. (2001, April 3). Memo . Retrieved April 18, 2010, from </li></ul><ul><li> 255899/cluster/markets.doc+express+fashions+target+customer&cd </li></ul>