[ blueprint ]
Final campaign analysis
[ the client ]
• Cyndy Gibson owns three clothing stores in downtown
Kingston including Blueprint, Three Boutique and Agent
• Each store is different, Blueprint focuses on male and
female casual clothing
• Blueprint is all about brands – they have the hottest
brands in the Kingston area
• They are highly active on Facebook, Twitter and Pintrest
• The goals of the client include
1. Having customers leave with more than one item
2. Encouraging couples to buy
[ the target
market ]• Blueprint’s target market includes males and females age
18 to 30
• They are active in art, theatre and music
• They enjoy experiencing the downtown way of life
• Our specific target market for this campaign includes
Queen’s students which fits the demographic profile of
• Based on our creative, we wanted to target engineering
students because they will relate to the blueprint design
[ the big idea ]
• Play on words with blueprint
• Customers fill out general items on Blueprint to complete it
• They receive 1 free ballot for the draw when blueprint is
• Matches up Blueprint and Engineer students perfectly since they
us blueprints to do their work
[ the appeals ]
• Was chosen because of our offer, the offer included buying a
new outfit for a night out.
•It is common for people to buy a new outfit before a night out,
and also when the weather begins to change from cold to warm
•We used an emotional appeal in our copy and offer as well. With
the purpose of attracting more couples into the store.
•The offer is designed to be a night out for couples, and the new
outfit can be used as a way of making a good impression.
•The timing appeal has to do with when the campaign is being
run. Timed to get the interest of students as they are about to
finish another successful school year.
•Also being in spring, like mentioned above, consumers are more
[ the offer ]
The offer for our campaign consists of 4 gift cards each with a
value of $25, towards a dinner and drinks at Jack Astor's as
well as 4 gift cards worth $10 each to Mio Gelato.
•Customers had to be engineering students at Queens
•Purchase 3 items from [blueprint] with a value of $60 or more.
• All customers who meet these requirements are entered
into the draw.
This offer was chosen because we felt that it worked perfectly
into our campaign. The original idea was to get VIP access at a
club, but when no place was willing to give us this, we
changed our focus to popular restaurants. The offer helps
together all our appeals we wanted to use and was a great
incentive for our Target Market (studious engineers, looking to
have a “special” night out to celebrate semesters end). With
[ the desired
•The primary action we were trying to generate was sales inside the
store. To be more specific we were looking for purchases on multiple
items per visit.
•We were also looking to try and have customers shop in “couples”. They
tend to buy more items when shopping together as oppose to
•We wanted to collect emails for all the customers who were going to be
entered into the draw. This was for contact information if the person
won, but also to start a database for future campaigns.
•The last action we were looking for, was simple word of mouth buzz or
more awareness of [blueprint] clothing. We were hoping that the Target
Market would talk to others outside of the Engineering part of Queens
and generate awareness for the store, and generate interest from others
[ the channel ]
• The channel selected to deliver the direct marking
campaign is Facebook
• We chose this channel because it was the most direct
way to reach our target and reach a far greater number
than 25 students
• We will use this channel by uploading the promotional
creative and writing a small excerpt of information on the
Queen’s Engineering Facebook group
• Direct marking done through social media can have a 2-
28% redemption rate
Check out the Facebook group here: Queen’s Engineering 2015
[ the creative ]
Thesemester is almost over! Why not celebratewith someone
special? Of courseyou’ll need a newoutfit to impress your
guest, and why not takethemsomewherenice?
Blueprint has you covered!
Brought to you by:
Comein to Blueprint located at 246 Princess
Street in downtown Kingston. Tell thestaff
that you arean engineering student from
Queen’s University and start shopping. When
you buy threeitems, you will beentered to
win oneof four $25 gift cards to Jack Astor’s
and a $10 gift card to Mio Gelato!
We’re giving you the blueprint
to a perfect night out. All you
need to do is drop by our store.
But hurry! This offer ends
April 17, 2013!
Only thefirst 30 students who claim
this opportunity will beentered into
thecontest. In order to beentered,
you must providethestorewith your
nameand email address.
Offer – $25 gift card to
Jackastor’s and a $10 gift card
to Mio Gelato
Appeals – lifestyle and
emotional (the perfect date)
Call to action – come to the
store and tell the staff your
school and program
Product – Blueprint clothing
[ the results]
Reach- 4800 between 4 private Facebook groups
6 e-mails sent
Metrics: Since this campaign had a unique method of delivery in that we were able to
infiltrate privatized groups through mutual contacts our measures of success were based
on likes, comments, e-mails acquired and finally the total reach and exposure provided
Our revision lead to a more aesthetically pleasing interaction within our target market.
More people inquired how ever a lot of students mentioned privately that at a different
time of year they have been more inclined to participate.
[ the analysis]
Future considerations: First and foremost it would probably be best to hold this event
in September during the first few weeks of the new school year. One major grand
prize and smaller secondary prizes instead of 4 equal value prizes might stimulate
greater interest as well. I would continue with the Facebook of delivering the message
to the targeted consumer as it provided little to no cost at all towards the campaign.
[ blueprint ]