The document presents a marketing strategy for a new brand targeting young professionals aged 22-30. The brand will offer affordable yet fashionable clothing and accessories for both work and lifestyle needs. Objectives include increasing brand awareness, maintaining loyal customers, and achieving 5% sales growth quarterly. The strategy involves advertising through social media, magazines, TV and events to position the brand as a one-stop shop and build relationships with customers to dress for professional and personal success within their budget.

1. 2014
Creative Brief and
Marketing Strategy
Ashley Short
ADVA 204: Consumer Behavior and Persuasive
Sales Technique

2. Background:
Our brand is offering affordable and fashionable merchandise for our
target market’s professional and personal lifestyle. Merchandise will include tops,
bottoms, dresses, suits and accessories. Our goal is to provide a brand that will
assist up-and-coming professionals in their daily lives, and to grow with our
company as they move up in their careers. We will measure success by
monitoring our sales quarterly, as well as using customer satisfaction surveys.
Audience:
The primary audience is women, who are between the ages of 22-30
years old. The secondary audience would be men of the same ages. Both
genders are single and married individuals, and of all races. Our consumers are
entry-level professionals who need to establish a professional wardrobe, as well
as pieces they can wear outside of the workplace.
When speaking and advertising to the audience, certain words and
messages should be avoided. Our brand does not want to be portrayed as a
low-end brand, or of poor quality. Therefore, words such as “cheap” or
“reduced.” Instead of these, words such as “superior” and “sophisticated” could
be used.
The consumers believe that our brand comes in standard sizing, and have
merchandise for everyone. They will see that we offer stylish clothing for both
genders, all of which they can wear to multiple events.
Objectives:
Our brand’s goal is to become a major brand that our target market
would come to for their shopping needs. We would like to continuously increase
brand awareness, as well as maintaining loyal consumers. Finally, we would like
for sales to consistently increase each quarter by 5%.

3. The priority of our objectives is increasing brand awareness while keeping
our current loyal consumers. If we are able to meet this, then the rest of the
objectives should follow along in place.
A major strategy in obtaining this is advertising. This advertising includes
through magazines, television, billboards and social media. These would allow
our brand to outreach in many ways to our consumers, and keep our brand’s
name in the public.
Message:
“Dress for Success!”
In order for our consumers to “Dress for Success”, we will advertise many
versatile and fashionable ensembles. Our mannequins will show off these
ensembles in store windows and on the sales floor. Another way to prove this
motto is to hold events in store, such as workshops for dressing for certain events.
This would bring in new and current consumers to our brand, as well as prove to
them that we have what will help them to succeed in their professional careers,
as well as their social life. We could also hold mini-fashion shows in store to show
off our ensembles as well.
In addition to “Dress for Success,” we would like to portray to our
consumers that we also have merchandise for all events, and not only for the
workplace. We would also like to prove to them that you do not have to pay
hundreds and thousands of dollars to be stylish and chic; fashion can also be
found at a reasonable cost to consumers.
Medium:
The most effective way to reach our consumers, I believe, will be through
social media, such as Twitter, Facebook and Instagram. The ages we are
targeting, 22-30 years old, are very technological and always on some kind of
device.
Another way to reach out to our consumers is through advertisements in
magazines and on television. They may be reading their favorite fashion or
business magazine while on the train to their job, or watching television while
working out. This would also get our name out to the consumers and provide a
sample of what our brand offers.

4. Anything Else:
Our brand wants to attract an equal amount of genders; we will not focus
on one over the other. Our advertisements will show a balance of both genders,
and will our stores will provide an equal amount of merchandise to both genders
as well.
We will offer professional and casual merchandise to our consumers,
therefore to fit all lifestyles. This will potentially make us a one-stop destination for
our consumers. Along with clothing, we will offer accessories, such as scarves,
jewelry and handbags. Our brand hopes to potentially expand into offering
shoes and fragrances in the future.
Deadline:
One of the best times to reach out to our consumers will be on their way
to work, which ranges from 6am to 9am, Monday through Friday. Another great
time would be during their lunch hour, as well as after work between the hours
of 5pm and 10pm. After their work week, the consumers can be reached on the
weekend at any time.
Our new merchandise will be available to consumers periodically; our
goal is to offer new pieces every three to four weeks. Major merchandise
changes will be seasonal, as well as offering a special holiday line, which will be
available in the beginning of November.
This new brand will be launched in the late Spring 2015, with a projected
month of May. Between now and May 2015, we will work diligently on promoting
this new brand to prospective consumers. Our promotions will include
advertisements through billboards, television and magazines. The major
promotion for our brand will be through social media outlets, such as Facebook,
Twitter and Instagram. We will hire an outside public relations firm to assist with
these promotions, as well as bring other ideas to the table. Each month, we will
hold meetings on the first Tuesday to come together and see what progress has
been made. Rough drafts for all advertisements will be finalized by the end of
the year, December 31, 2014. After this point, the focus will be on producing
these advertisements and creating the social media pages.

5. Sales Presentation Script
Welcome everyone! My name is Ashley Short, and I am here to present to
you a wonderful new brand. As a young professional myself, I am always looking
for stylish and chic ensembles to wear. But I also don’t want to break the bank.
Therefore, we came up with this brand to help young consumers be fashionable
at a cost-effective price.
Our goal is to bring our consumers great quality clothing. Whether you’re
going in for the interview, your first day or to a meeting, you want to dress the
part. You want to dress for success! We want you to feel great in our
merchandise, all at an affordable cost. And we want to offer you pieces for the
office, but also merchandise for your lifestyles outside of the workplace. Our
brand will offer a wide array of pieces that you can dress up, or you can dress
down. This new brand will have merchandise to fit many personality styles, and
able to fit many different body types.
Right now, we will be launching clothing and accessories, such as jewelry,
scarves and hats. In the future, we also plan on adding fragrance and shoes.
We want to be a one stop destination for our consumers.
We invite you to try our new brand when you are out searching for your
next ensemble. We guarantee you will find something to fit your needs! Our staff
is knowledgeable and ready to help you expand your wardrobe! And you won’t
have to feel guilty about it because it will be at a price that can fit almost any
budget!

6. Summary
We are creating a new brand, which is going to be focusing on young
entry-level professionals. These professionals are looking for chic and stylish
clothes, while still being affordable. Merchandise will be offered for the
professional lifestyle, as well as personal lifestyle. Our goal is to establish a brand
in which our consumers can grow with our company as their needs change and
they move up in their careers.
Objectives
Our main objective is to increase brand awareness, as well as keeping our
current loyal consumers. Brand awareness helps to establish a long-life in the
industry. (Kokemuller.)
Another objective would be to become a major brand that our target
market will come to for all their shopping needs. This can be incorporated with
the main objective. If we are able to continually increase brand awareness and
keep our current consumers, we will become this destination.
Finally, we would like for sales to consistently increase each quarter by 5%.
We will ensure we are meeting our consumer’s needs through satisfaction
surveys. This will help to see where our room for growth is, therefore in order to
meet this objective.
Target Audience
Our primary audience is young women, who are between the ages of 22-
30 years old. The secondary audience is young men, also between the ages of
22-30 years old. They are professional businesswomen and businessmen, who are
looking for merchandise for the workplace and their social life. Both genders are
single and married individuals, and of all races. The target audience has an
average salary of $44,928, as this is the average entry-level professional’s salary.
(Gaspary.)

7. Positioning Statements
Our new brand is going to be a new destination for consumers to
purchase fashionable clothing and accessories. The merchandise will appeal to
their needs in the workplace, as well as their personal lifestyle needs. We will
offer clothing for many body types and sizes. Our brand will also appeal to the
consumer’s financial needs, as it will be affordable.
Presentation of Opportunities
We are committed to meeting our consumer’s needs; we will always be
looking for ways to expand our new brand in order to meet these needs.
One way we will reach out to our consumers and build a relationship with
them is to host events in store, such as workshops for dressing for certain events.
This will help us to bring in new and current consumers, and really building the
one-on-one relationship with them, as well as building trust.
Another way we will build a relationship with our consumers will be to
have mini-fashion shows to display our merchandise. We will ask our current
consumers to model the ensembles for us.
Finally, we will offer personal shopping services to help the on-the-go
professionals. Sometimes we are going at such a rate that we barely have time
to sit down! We will be here to help our new up-and-coming professionals to fit
their lifestyle needs. These services will also help the consumers who just don’t
know where to begin to start their new careers, and want to dress their best.
Budget and Timelines
Our new brand will be launched in the late Spring 2015, with a projected
month of May. We will work diligently on promotion this new brand to
prospective consumers between now and our launch date. The major
promotion for our brand will be through social media sites, such as Facebook,
Twitter and Instagram. Along with social media, we will also advertise on
billboards, television and magazines. We will hire a Public Relations firm to assist
our brand with promotions, as well as bring other ideas to the table. We will hold
monthly meetings to ensure that we are on the right track in bringing our brand
to our consumers.

8. Budget for Advertising:
*Social Media Advertising: $215,000
Social media will be our main source of advertising. Younger generations
are always around technology, and it will be a top way to outreach to our
consumers. According to a study I found, it costs around $210,000 to be an
average cost of maintaining a social media campaign. This cost includes staff
costs, mobile app and site building. (Daniells.)
*Billboard Advertising: $20,000 (4 week advertisement)
Billboard advertisements can be a great way to reach your consumers,
especially on their commute to and from work. They may be stuck in rush hour,
and what else is there really to do than look around at the environment around
them?
Costs of billboard advertisements can vary, depending on size and if you
would like a digital billboard advertisement or not. Large bulletin billboards can
range from $1500-30,000 per 4-week ad, while large digital bulletin billboards
range from $3500-25,000. (“Billboard Advertising in 300 Cities-Billboard Ads
Company.”)
*Television Advertising: $375,000 (per advertisement)
In 2008, the average cost for a 30-second commercial on a national
program was $342,000. (Wagner.) Since there has been 6 years passed since this
average cost, I have allowed room for inflation. Advertisements will be run at
night, as a majority of our consumers work during the day. We will have our
advertisements on popular stations with our consumers, such as Bravo, Lifetime,
and E!.
*Magazine Advertising: $20,000 (per advertisement)
According to Entrepreneur, advertisements generally can range from
$500-20,000. However, these advertisements can be all the way up to $500,000
depending on which magazine you advertise in, the size of the ad and whether
it is in color or black and white. (Kobliski.) Our advertisements will be in

9. magazines such as Cosmopolitan, Lucky and People StyleWatch. It will be a full
page color advertisement.
*Public Relations Firm: $25,000 (monthly)
Depending on the extent of services and experience of the firm, cost can
vary for hiring a public relations firm. Basic services can cost around $5000 per
month, and extensive services can range from $15,000 to $30,000 per month.
(Wynne.) I have chosen an in-between cost, as we will be using the services
pretty extensively to advise us in our ventures as a new brand.
Conclusion of Plan
Our new brand will strive to be the best we can be for our consumers. The
merchandise we will offer will be stylish and chic, yet affordable as well. Along
with these qualities, merchandise will be of great quality. Through knowing our
target market well, we will be able to connect with our consumers personally.
We will be able to draw in our consumers and increase brand awareness
through various advertisement tactics. Our advertisements in social media,
magazines and billboards will attract consumers to our store. The customer
service and products we offer to the consumers will keep them coming to our
brand for future needs. Along with advertisements, our brand will host in-store
fashion shows and workshops to our current consumers, with hopes of drawing in
new consumers as well.
Works Cited
“Billboard Advertising in 300 Cities-Billboard Ads Company.” Blue Line Media.
Web. 29 Sept 2014.

10. Daniells, Katy. “Infographic: The Real Cost of Social Media.” Digital Buzz. 22 May
2011. Web. 29 Sept 2014.
Gaspary, Stephanie. “How Does Your Starting Salary Compare With Entry Level
Jobs?" Career Builder. 29 April 2013. Web. 10 Sept 2014.
Kobliski, Kathy. “Magazine Ads.” Ent repreneur. Web. 29 Sept 2014.
Kokemuller, Neil. “The Importance of Brand Awareness.” Chron. Web. 29 Sept
2014.
Wagner, Nancy. “How Much Does Television Advertising Really Cost?” Chron.
Web. 29 Sept 2014.
Wynne, Robert. “How to Hire a Public Relations Firm.” Forbes. 11 June 2009. Web.
29 Sept 2014.