Proenza Schouler 6-Month Social Media Plan

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The Proenza Schouler brand is positioned as a premier fashion house that provides exceptional tailoring and unequivocal style, due to its timeless craftsmanship and design. It is for the sophisticated urbanite who wants a unique tailored look with compelling fashion flair.
Our primary goal for this campaign is to increase brand awareness by enhancing curiosity and interest in Proenza Schouler’s products and its designers. Once this has been accomplished, we hope to achieve our secondary goal: to encourage the Proenza Schouler lifestyle by creating sense of community that is aspirational yet approachable.

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  • I love your presentation, it is very interesting to see how Proenza Schouler put themselves out there. I was wondering, where did you source all you research and numerical facts?
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Proenza Schouler 6-Month Social Media Plan

  1. 1. 6-MONTH SOCIAL MEDIA CAMPAIGN KRISTEN HENDY JESSICA MCBAIN SIBEL PATINOMonday, March 12, 2012
  2. 2. BACKGROUND OF ORGANIZATION • Co-founded in 2002 by designers Jack McCollough and Lazaro Hernandez • Entire Parsons senior thesis bought by Barney’s - collection named after mothers’ maiden names • Defined by fusion of craftsmanship with refined sense of ease • Emphasis on tailoring and custom-developed fabrics • Winner of CFDA fashion fund in 2004 and 2 time winner of Womenswear Designer of the Year • Sold in exclusive retail outlets - Barneys, Bergdorf Gooman, Harvey Nichols • Trademark piece = PS1 bag CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  3. 3. BACKGROUND OF ORGANIZATION CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  4. 4. CURRENT MARKETING EFFORTS Website - www.proenzaschouler.com/ CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  5. 5. CURRENT MARKETING EFFORTS Facebook Page - https://www.facebook.com/proenzaschouler CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  6. 6. CURRENT MARKETING EFFORTS Twitter Feed - @proenzaschouler CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  7. 7. CURRENT MARKETING EFFORTS YouTube Channel - proenzaschoulerny CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  8. 8. CURRENT MARKETING EFFORTS YouTube Channel - proenzaschoulerny CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  9. 9. CURRENT MARKETING EFFORTS YouTube Channel - proenzaschoulerny CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  10. 10. CURRENT MARKETING EFFORTS Google Plus - https://plus.google.com/114655873267655792235/posts CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  11. 11. ANALYSIS OF COMPETITION MARC JACOBS: VIKTOR & ROLF • American high-end fashion house • Amsterdam-based fashion house •More than 200 retail stores in 60 countries •Viktor Horsting & Rolf Snoeren •Social Media Stats: •Social Media Stats: •Website - 14,089 daily visitors •Website - 2,138 daily visitors •Facebook - 590,983 likes (5,993 talking) •Facebook - 23,641 likes (448 talking) •Twitter - 413,114 followers •Twitter - 35,619 followers •YouTube - 1,279 subscribers •YouTube - 52 subscribers     CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  12. 12. POSITIONING STRATEGY PRICE PROENZA SCHOULER MARC JACOBS VIKTOR & ROLF EXCLUSIVITY CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  13. 13. TARGET AUDIENCE •Women age 25-39 •Above average disposable income •Tend to live in urban areas •Hold professional creative jobs but can dress down •Appreciation for tailoring - clothes do the talking   “For the fashion conscious urbanista who wants an elegant product that displays her excellent taste and distinctive fashion sense, Proenza Schouler is a premier fashion house that provides exceptional tailoring and unequivocal style because of the timeless craftsmanship and design.“ CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  14. 14. COMMUNICATION OBJECTIVES 1) Increase brand awareness by enhancing curiosity and interest in Proenza Schouler’s products and its designers 2) Encourage the Proenza Schouler lifestyle by creating sense of community that is aspirational yet approachable CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  15. 15. GOOGLE PAID SEARCH TERMS • Will pay Google AdWords for specific words or phrases relating to brand: • Misspelled terms: “proonza”, “proanza”, “schooler,” “skouler” • “American luxury” • “PS1”, “satchel” • “Young designers” • “CFDA winner” CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  16. 16. FACEBOOK PAGE •Objective: develop presence in fan’s news feeds and achieve better levels of engagement and communication •Focus on becoming a hyper-connected Facebook friend •Status Updates •Discussions •Photos of where they were •Product •Backstage access/social events •Apps - Spotify •Facebook Facelift -boost engagement the brand •Exclusive content •Well packaged platform expressing brand identity •Clean •Cool design •Fashion-forward details CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  17. 17. FACEBOOK PAGE THE LANDING PAGE: • Maximize opportunities of engagement • Collaboration portal > stronger brand infrastructure • Social Plugins for website, lifestyle blog, twitter and contact page • Customized Tabs > capture audience attention CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  18. 18. FACEBOOK PAGE CONTENT: •YouTube •Comments and feedback •Interaction from loyal fans + surveys on product = honest environment •Links: •Bloggers •Press releases •Other marketing efforts •Exclusive Access - Ultimate fan experience CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  19. 19. FACEBOOK PAGE THE POSTS: THE ENGAGEMENT EVENTS: • Direct, short, and concise • Promotional campaign tabs • Relevant to fashion-seeking consumer • Awake interest, promote participation, • Accurate timing and scheduling - and invite newcomers to be part of Thursdays and Sundays community • Traffic directed towards e-commerce site • Value customers through: • Create revenue • Fan of the Month • Loyalty Program CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  20. 20. FACEBOOK PAGE THE PRODUCT: •News – reminding the customers the core value of our product •Release of look books each season •Editorial credits from magazines •Newspapers/other bloggers •Testimonials promoting positive thinking •New structure that will allow the customer to purchase items through our page as they browse through the look books •F-commerce CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  21. 21. DESIGNER TWITTER FEEDS • Introduces previously private designers to customers • Provides initial glimpse into personal lives of designers • Individual voices are distinct and opinionated • Create dialogue with other Twitter users - industry members and fans • Still maintain @proenzaschouler feed - cross promotion • Post static ads as background for all 3 feeds @jschouler @lproenza CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  22. 22. LIFESTYLE BLOG - PS1 SCHOUL • Curated through the voices of Jack and Lazaro • Not an authority but rather “what we like” • Very visual - photography based • Encompasses all interests - fashion, music, film, food, travel, etc. • Fans can post pictures of their PS1s in “PS1 Club” albumBenefits: •Creating a total experience •Engages consumers •Promotes emotional attachment to brand CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  23. 23. LIFESTYLE BLOG - PS1 SCHOUL Inspiration - Club Monaco CM Culture Club CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  24. 24. YOUTUBE MINI-DOCUMENTARY VIDEOS • Separate from creative mini-film projects • 3-5 minutes in length • Follow Jack and Lazaro behind the scenes in their hectic lives as Proenza Schouler designers • Targeted to current fans of the brand • 1st Video: Filmed during FW 2012 Fashion Week - aired in March • 2nd Video: Filmed leading up to 2012 Metropolitan Costume Institute Gala - aired in May • 3rd Video: Filmed leading up to Highline Fashion Show - aired in July • Filmed and edited by Parsons Film student CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  25. 25. LOOKBOOK.NU COLLABORATION What: Lookbook.nu x Parsons x Tommy Ton When: MBFW F/W 2012 Fashion Week Where: Lookbook.nu How: Tommy Ton Street Wear Photographer Coordinating the campaign with their Fall 2012 presentation will help align the promotional strategies with fashion week press and will encourage more publicity from the editors and the students who will all be encouraged to sport the Proenza Schouler denim line. CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  26. 26. LOOKBOOK.NU COLLABORATION • Tags attached to each pair of denim • Enticing clients to join the conversation – these tags will explain the competition and the collaboration with Lookbook.nu • Encourage clients to upload pictures of themselves in their Proenzas • Sponsored “#”, “@”, and “Like” • With another connection to Twitter and Facebook, shoppers will be excited to be part of the denim community and share their looks with their friends CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  27. 27. LOOKBOOK.NU COLLABORATION •Online fashion community promoting individual style on a fashion forum •Self-titled ‘The Collective Fashion Consciousness’ •Global reach •Created to stimulate creativity and inspire other fashion forward fashionistas who build credibility within this community •Rated by ‘hype’ and ‘freshness’ CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  28. 28. LOOKBOOK.NU COLLABORATION ADVANTAGES: •Denim looks good on everywhere and extremely versatile •Lookbook.nu is a GLOBAL brand •Link to e-commerce site •Strong linkage to other social media websites •Images photographed by professional photographer look stunning and set the bar for street style photos •Collaboration with Parsons encourages student involvement and publicity CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  29. 29. LOOKBOOK.NU COLLABORATION PROENZA SCHOULER DENIM LINE: • Cool • Edgy • Inspired • Accentuates any stylish wardrobe • Nu-wave denim for 2012 CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  30. 30. LOOKBOOK.NU COLLABORATION TOMMY TON FOR JAK & JILL BLOG CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  31. 31. HIGHLINE FASHION SHOW WHY: To promote the Proenza Schouler’s new spring collection of muted tones contrasted on a strong architectural environment amongst the flora and fauna of The Highline backed by a strong social media initiative. BUDGET CONSIDERATIONS: • Printed material • Models • Photographer • Website accompaniment • Labour promoting the event on social media platform CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  32. 32. HIGHLINE FASHION SHOW TONALITY: • Convey all key brand personality elements of the Proenza Schouler brand: •Edgy •Thrives off of urban energy •Sociable and approachable •Elegant and always fashion forward Although this line is an expensive line of excellent quality, this should not be secondary as a communication point during the show. The clothes must be displayed in an elegant and stylish fashion on models who seem approachable and enjoying their experience in the Proenza Schouler clothing. CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  33. 33. SCHEDULE February March April MAY JUNE JULY GOOGLE PAID SEARCH TERMS FACEBOOK PAGE TWITTER FEEDS LIFESTYLE BLOG YOUTUBE VIDEOS LOOKBOOK COLLABORATION FASHION SHOW CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  34. 34. MARKETING BUDGET TOOL COST Google paid search terms $300 30 pairs of denim ($100/pair) $3,000 Promotional hangtags $50 Banner on Lookbook.nu (1 week) $800 Fashion show flyers $250 SocialBakers.com ($100/month) $600 TOTAL $5,000 CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  35. 35. CAMPAIGN EVALUATION ONLINE CAMPAIGN METRICS: •Awareness of product •Attitudes towards brand •Understanding and engagement •Potential purchase intent •Determining consumers’ attitudes and behaviors concerning the social media techniques implemented •Serve as guidelines for future campaigns •Understanding of possible threats and opportunities in order to take action CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  36. 36. CAMPAIGN EVALUATION Free Sources: •Social Mention •Same Point •Twitter Analyzer •Google Insights •Google Trends •Google Analytics CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  37. 37. CAMPAIGN EVALUATION INVEST ON: •Social Bakers •Understand the ‘marketplace’ based on Facebook pages •Monitor competitors’ pages •Identifies key influencers •“People Talking About“ •Benchmarking feature •Valuable insight into how consumers and brands use Facebook •All comes down to connectivity CREATIVE MEDIA STRATEGY SITUATIONAL COMMUNICATION CAMPAIGN TARGET AUDIENCE! STRATEGY & & MARKETING ANALYSIS! OBJECTIVES! EVALUATION! EXECUTION! BUDGET!Monday, March 12, 2012
  38. 38. QUESTIONS?Monday, March 12, 2012

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