Post on 03-Feb-2022
transcript
Due: October 25, 2012
Campaign 2 Final Deliverables Copy And Visualization
Lauren Kett Brittany Atkinson
Zach Glaros
TABLE OF CONTENTS
THE CREATIVE BRIEF 2
KEY FACT 2 PROBLEM THAT ADVERTISING MUST SOLVE 2 ADVERTISING OBJECTIVE 2 PROBLEM THAT ADVERTISING MUST SOLVE 2
CREATIVE STRATEGY 3
TARGET AUDIENCE 3 POSITIONING 3 PRINCIPAL COMPETITION 3 KEY CONSUMER BENEFIT 4 REASON WHY 4 MANDATORIES AND POLICY LIMITATIONS 4
MARKET RESEARCH 5-6
STRATEGY 7
OUTLINE 7 THE WEBSITE 9 MANNEQUIN SCANNING 10 THE TELEVISION COMMERCIAL 11 THE PRINT ADVERTISEMENT 12 REWARDS AND POINTS 12
APPENDICES 14
DETAILED BUDGET 14 CREATIVE SAMPLES 15-20 FORECAST OF MARKETING RESULTS 21 STRATEGIC SUMMARY 22-23
BIBLIOGRAPHY 24
dELiA*s Advertising Campaign 1
The Creative Brief
Key Fact:
Create an experience for consumers through the website and advertising outlets
so consumers feel the personal and interactive experience of shopping in store.
Problem that Advertising Must Solve:
The business has been unprofitable in four of the last five years, due to lack of
awareness and the target marketʼs accessibility to purchasing power due to their
age and the platform the merchandise is being sold on. Limited retail locations
have also lead to this unprofitable standing.
Advertising Objective:
dELiA*s will create an online experience that mirrors the qualities and benefits of
in-store shopping. Implemented advertising will encourage consumers to visit a
site where they can shop in a dELiA*s store from the comfort of their own homes
or on the go with the dELiA*s app. The consumers will encounter a fun and
interactive shopping experience that makes them feel as though they are the
priority. The online shopping experience should be marketed to instill the idea
within consumers that shopping in an online dELiA*s is just as exciting and even
more personalized than an in-store experience.
dELiA*s Advertising Campaign 2
Creative Strategy
Target Audience:
Our target customer is a 17-year-old girl who is a junior in high school. This
target age allows us to be somewhat of an aspiration for our younger customers,
who can be as young as 12.
Positioning:
dELiA*s wants to be the fashion destination for young girls across the country.
dELiA*s wants to be seen as fun and exciting among its target audience to
encourage more interaction with the brand among young girls. Our strategy will
focus on increasing the interaction between consumers and the brand through
new and exciting ways by using various forms of technology.
Principal Competition:
dELiAʼs is a direct marketing and retail company competing with its competitors
to sell apparel, accessories, footwear, outerwear, dresses and swimwear. Their
direct competitors are Abercrombie & Fitch, Aeropostale, bebe, Nordstrom, The
Cato Corporation and Wet Seal, according to the Company Profile published by
MarketLine Advantage on 24 May 2012. dELiAʼs indirect competition is all retail
companies marketing to high school girls hoping to inspire 12-14-year-olds to
dELiA*s Advertising Campaign 3
follow suit.
Key Consumer Benefit:
dELiA*s offers a wide variety of unique stylish clothes and accessories for young
women. They also feature a wide variety of trademarked characters on their
clothing, such as Pretty Little Liars, Hello Kitty and Harry Potter. Consumers are
able to shop at dELiA*s for these styles that they are not able to get anywhere
else.
Reason Why:
dELiA*s brand and their styles are what makes them unique. By featuring their
styles and fashions in our campaign we will be able to appeal to their consumers
and what they are looking for. The limited number of stores across the country
hinders their ability to reach their target market; our campaign will seek to reach
their consumers better and more effectively.
Mandatories & Policy Limitations:
dELiA*s company logo is simply their name dELiA*s with a flower for the
apostrophe. Mandatories for the campaign include: market research, marketing
strategy, media plan, creative, strategy, and a detailed budget with a limit of
$500,000. The campaign will focus on using all of the different marketing
channels to increase interaction with dELiA*s consumers. These channels
dELiA*s Advertising Campaign 4
include print catalog, web site, retail stores, web based marketing channels, as
well as social and mobile platforms. The two areas for potential business will be
targeting new potential customers and targeting existing customers and our
campaign will have advertising to spending ratio of 50 or less.
Market Research
dELiA*s Inc. is a “multi-channel retailer sells trendy clothing, accessories,
and home furnishings to teenage girls through about 110 dELiA*s stores, a
catalog, and its website,” according to the Company Overview by Hooverʼs a
database that provides comprehensive insight and analysis about companies.
Stores are located in about 35 states along the East Coast and in the Midwest,
but the company is struggling to remain popular with teens in the retail sector.
The company's fiscal 2012 sales are currently down 3%, though the year is not
over, compared to 2010; the business has been unprofitable in four of the last
five years. Online sales showed a slight increase however, while catalog sales
fell 41%, according to Hooverʼs dELiA*s 2012 company report.
dELiA*s website is designed to engage visitors with entertainment news,
college information, quizzes, social media, horoscopes and more. Purchases
made online target customers more directly, and help it identify potential retail
store locations, according to Hoover.
dELiA*s Advertising Campaign 5
In recent years dELiA*s has focused on its mall-based retail store, they
have added about 15 stores in recent years and stores have grown to account for
more than 50% sales, according to Hoover. However, the company is closing
some underperforming locations, the company is also stopping a large amount of
catalogs it mails (from 69 million in 2008 to about 38 million last year); since the
company wants Internet sales to grow. “E-commerce contributed more than 90%
of non-store sales in fiscal 2012,” according to Hoover.
In general, retail sales are uneven because of seasonal demand during
the winter holidays, causing a disproportionate share of revenue during the fourth
quarter. Back-to-school and spring and fall fashion introductions drive sales
peaks for the fall season, according to Hoovers retail industry challenges.
“dELiA*s, Inc. has reported that net loss for the second quarter ended July 28,
2012 was $5.21 million, or $0.17 loss per share, compared to a net loss of $9.61
million, or $0.31 loss per share, for the same quarter ended July 30, 2011,”
according to Factiva company news for dELiA*s. So they are improving, relatively.
“Net revenues for the second quarter ended July 28, 2012 were $48.3 million,
compared to $44.35 million for the same quarter ended July 30, 2011,” according
to NewsWire company news article dELiAs Q2 net loss decreases.
Walter Killough, CEO, commented, "We are extremely pleased with our
second quarter performance in both our retail and direct segments. Our results
were driven by favorable customer reaction to the changes in our merchandise
assortments and visual presentation for our dELiA's brand, which led to double
dELiA*s Advertising Campaign 6
digit increases in both comparable store sales and in our dELiA's direct business,
as well as higher merchandise margins."
Strategy
We propose that dELiA*s focus more attention on brand awareness,
online sales and promotion of the company as providing premiere and
personalized services. To achieve this, dELiA*s should run a campaign aimed at
increasing knowledge of the brand among the target audience of current high
school consumers who influence the desires of 12 to 14-year-olds. It is also
important for dELiA*s to promote their brand image and gain more website and
application traffic.
The campaign will include a national run television commercial, along with
physical displays in locations relevant to the target audience, interactive
redesigning of the website, a print advertisement promoting the campaign,
improvements to shipping methods and packaging, and addition of a status point
system for repeat customers.
Outline
• Website: A complete redesign of the website will create a virtual dELiA*s
store, allowing customers to have the in-store experience and prevent post-
purchase disappointment. Once inside, music will begin playing, to simulate
the real dELiA*s shopping experience. Several small clusters of racks and
dELiA*s Advertising Campaign 7
tables would line the walkway and sections would have descriptions of the
category. Visitors then scroll through the clothing chosen as if looking through
a clothing rack. Then clothes appear on mannequins with the measurements
input by viewers. From the fitting room visitors can add the items they want to
their “closet,” a rebranded name of a shopping cart. “Stylist recommendations”
recommends merchandise to the customer based on prior purchases.
• Mannequin Scanning: Chic mannequins will be displayed in malls and have a
QR code on its chest allowing users with the dELiA*s app to scan and
transform the mannequin to be dressed on their screen. Scanners will receive
a coupon for their next purchase and 30% off the outfit viewed. The outfits
change monthly and peak curiosity and encourage immediate purchases.
• Television Commercial: The commercial will depict two 17-year-old girls on a
shopping spree, beginning with the girls walking through the storefront doors
and grabbing item after item off of racks and handing them to a “stylist”. The
girls will be in their “closets” trying on the clothes and then precede to
checkout. The camera will shoot a close-up on one of the girls and then pan
out to see that they are actually shopping online.
• Print Advertisement: The print ads will be in magazines targeted toward the
desired demographic, such as Seventeen magazine, to increase awareness.
The ads depict the mannequins with QR codes, also featured in malls. The
advertisements will be simple and clean to demonstrate the premium status of
the products.
dELiA*s Advertising Campaign 8
• Rewards and Points: dELiA*s will have a new rewards program, with three
levels, that classify members according to how many points they earn through
spending on the app and online, scanning mannequins; this all encourages
out of store shopping. Membership levels include the Silver, Gold and the top
level being Diamond Members.
The Website
The new website would include a complete overhaul. The new site will
create a virtual dELiA*s store, allowing customers to have the in-store experience
when going to a brick and mortar dELiA*s isnʼt an option.
The site would open to the front doors of dELiA*s, two large chrome doors,
with glass windows on either side displaying dELiA*s mannequins. “dELiA*s”
would be illuminated above the door and “Enter” would hover in front of the doors
to indicate traffic direction.
Upon clicking “Enter,” the doors would open and the site would move
consumers into the store. When entering the store, music will begin playing, to
simulate the real dELiA*s shopping experience. Several small clusters of racks
and tables would line a chrome-tiled walkway with white carpet on either side.
Each section would have a floating description of the category of products. The
back wall would house the shoes and accessories with additional floating labels.
Once the rack is chosen, consumers see all available clothes at the
bottom of the page, allowing visitors to scroll through them as if looking through a
dELiA*s Advertising Campaign 9
clothing rack. Once an item is chosen and clicked on, it will appear on a dELiA*s
mannequin with the same measurements of the site user, previously input by
viewers, to depict how the items would fit on the shopper. The redesigning of the
website will make this as realistic as possible to prevent post-purchase
disappointment.
From the fitting room visitors can add the items they want to their “closet”.
The closet is the same as a shopping cart; the new design is renaming the
feature and designing clothes to hang as they would in an actual closet. There
will be racks at the bottom for shoes and all the clothes hung up according to
style or pieces.
Another added feature for the website is “stylist recommendations.”
Repeat visitor accounts will have a “your stylist recommends for you..” section
with each visit where dELiA*s recommends merchandise to the customer based
on prior purchases. There will also be “stylist assistance” for visitors; for example,
if someone has been on the site for 15 minutes or longer, a sales representative
will message customers through the site asking if they are finding everything
alright. These added features are added to make online shopping an in-store
experience.
Mannequin Scanning
Mannequins will be displayed in malls that the target market
frequents. The mannequins will be chic, shiny and solid pink with soft curves and
dELiA*s Advertising Campaign 10
no faces or clothing. The mannequin will have a QR code on its chest that allows
users with the dELiA*s app to scan the mannequins. The display tell viewers to
scan the code that will transformed the mannequin to be dressed in a new
dELiA*s style. Scanners will also receive a special dELiA*s coupon for their next
purchase and 30% off the outfit seen on the mannequin. The outfits and coupons
change monthly, so people come back and rescan for new coupons. Only one
coupon is allowed per account per month. In addition, account holders will
receive points to there for each different mannequin they scan to be added to
their status points.
The mannequins will peak curiosity and encourage past consumers to
make future purchases with the coupons and discounts. The fact that the
mannequins offer discounts and force consumers to the actual app mannequin
scanning can encourage immediate purchases.
The Television Commercial
The commercial will depict two 17-year-old girls on a shopping spree. It
will begin with the girls walking through the chrome storefront doors of dELiA*s.
The girls then begin their shopping spree grabbing item after item off of racks and
handing them to a “stylist”. The girls will be in their “closets” trying on the
clothes. When they are done they will choose the clothes they want and precede
to checkout with them. The camera will have a close-up on one of the girls and
then pan out to see that the two girls are actually shopping online.
dELiA*s Advertising Campaign 11
The Print Advertisement
The print ads will be in magazines targeted toward the desired
demographic, such as Seventeen magazine. One of dELiA*s major problems is
lack of awareness. By having memorable ads in popular magazines dELiA*s will
quickly increase awareness with their target market.
The ads would be based on the chic, pink mannequin with QR codes
featured in malls. The advertisements will be simple and clean to demonstrate
the premium status of the products. The mannequin will be presented, centered,
against a black background with dELiA*s across the top of the ad. The same QR
codes as the mall platforms will be seen on the chest allowing readers to scan
the code and be taken to the website.
Rewards and Points
dELiA*s will have a new rewards program in which there are three levels.
Members of the dELiA*s rewards program will be classified according to how
many points they earn; the lowest level being Silver Members, the next level
being Gold Members and the top level being Diamond Members. Each level of
members has different rewards and benefits. All rewards program levels will have
first access to coupons and special deals, as well as free shipping for online
purchases, and a first look at new styles before other dELiA*s shoppers.
dELiA*s Advertising Campaign 12
Coupons and special offers increase in quality and amount as you move up in
membership levels. Diamond members will receive special treatments in stores
such as having access to a personal “Stylist” with each visit. Points can be
earned in several ways. Every dollar spent earns one point and online and in-app
purchases earn double in an attempt to encourage out-of-store shopping. Points
can also be earned with mannequin scanning.
dELiA*s Advertising Campaign 13
Appendices
A. Detailed Budget
Medium Cost
Website $10,000-$25,000
Mannequin Scanning
Mannequin: $260 each, need 360
$260 x $360 = $93600
Television Commercial
$150,000 for spot on national show
Print Ad $70,000 1/3 full color ad in “17”
Rewards
and Points
10,000 cards = $1,498
dELiA*s Advertising Campaign 14
B. Creative Samples
Website:
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A/2$'(:*&@'$(
dELiA*s Advertising Campaign 15
Chosen type of clothing; I.e. tops, pants, coats, etc.
Dressing room lights; preferably with silver mirrored back
Arrows used to scroll through clothing rack
Clothing rack with available options
Mannequin that selected clothes will appear on; shopper can input personal measurements for realistic fitting
Takes to shopper’s closet
Discards current outfit
dELiA*s Advertising Campaign 16
Mannequin Scanning:
dELiA*s Advertising Campaign 17
Television Commercial Storyboard:
dELiA*s Advertising Campaign 18
dELiA*s Advertising Campaign 19
Print Advertisement:
dELiA*s Advertising Campaign 20
C. Forecast of Marketing Results
By identifying and creating a campaign that addressed dELiA*s weaknesses
our agency predicts a very positive outcome from the campaign seen through
real sales on their website and gained awareness nationwide.
Online purchases target customers directly and the complete overhaul and
redesign of the website to simulate an in store shopping experience will increase
sales in their internet sector, as the company desires according to Hoover data.
dELiA*s has recently focused on its mall-based retail store, and the website
will add to the “in-store” sales, which currently make up over 50% of sales. By
placing mannequins in the 360 most visited malls by their target market, dELiA*s
will be able to capture the attention of potential shopper, whom the company is
currently struggling to stay relevant with. They will interact with the QR coded
mannequin and be encouraged to make purchases immediately, to make the
company profitable which it hasnʼt been for four of the five past years.
Walter Killough, CEO, is changing the visual presentation of the dELiA*s
brand and we will continue to do this by placing mannequins in print
advertisements as well as commercials to completely saturate the target market
with the newly rebranded retail store.
dELiA*s Advertising Campaign 21
D. Strategy Summary
Medium Campaign Proposed Strategies
Website A complete redesign of the website will create a virtual dELiA*s store,
allowing customers to have the in-store experience and prevent post-
purchase disappointment. Once inside, music will begin playing, to
simulate the real dELiA*s shopping experience. Several small clusters of
racks and tables would line the walkway and sections would have
descriptions of the category. Visitors then scroll through the clothing
chosen as if looking through a clothing rack. Then clothes appear on
mannequins with the measurements input by viewers. From the fitting
room visitors can add the items they want to their “closet,” a rebranded
name of a shopping cart. “Stylist recommendations” recommends
merchandise to the customer based on prior purchases.
Mannequin
Scanning
Chic mannequins will be displayed in malls and have a QR code on its
chest allowing users with the dELiA*s app to scan and transform the
mannequin to be dressed on their screen. Scanners will receive a coupon
for their next purchase and 30% off the outfit viewed. The outfits change
monthly and peak curiosity and encourage immediate purchases.
Television
Commercial
The commercial will depict two 17-year-old girls on a shopping spree,
beginning with the girls walking through the storefront doors and grabbing
item after item off of racks and handing them to a “stylist”. The girls will be
in their “closets” trying on the clothes and then precede to checkout. The
camera will shoot a close-up on one of the girls and then pan out to see
that they are actually shopping online.
Print The print ads will be in magazines targeted toward the desired
demographic, such as Seventeen magazine, to increase awareness. The
ads depict the mannequins with QR codes, also featured in malls. The
dELiA*s Advertising Campaign 22
advertisements will be simple and clean to demonstrate the premium
status of the products.
Rewards and
Points
dELiA*s will have a new rewards program, with three levels, that classify
members according to how many points they earn through spending on the
app and online, scanning mannequins; this all encourages out of store
shopping. Membership levels include the Silver, Gold and the top level
being Diamond Members.
dELiA*s Advertising Campaign 23
Works Cited
Biesada, Alexandra. "dELias, Inc.." Hoover's. Hoover's, n.d. Web. 27 Sept. 2012.
<subscriber.hoovers.com/H/company360/competitorsList.html?companyI
d=52630000000000>.
"Factiva." dELia's. N.p., n.d. Web. 1 Oct. 2012.
<http://global.factiva.com/aa/?ref=AFPR000020120906e896006sh&pp=1&
fcpil=en&napc=p&sa_from=>.
"Find Girls Clothing and Teen Fashion Clothing from dELiA*s." Find Girls
Clothing and Teen Fashion Clothing from dELiA*s. N.p., n.d. Web. 2 Oct.
2012. <http://store.delias.com/home.do>.
NewsWire. "dELiAs Q1 net loss decreases." MarketLine Advantage. N.p., 28
June 2012. Web. 2 Oct. 2012.
<http://advantage.marketline.com/Product?pid=15789FC5-D0D3-
4705-904C-8191C12974D6>.
NewsWire. "dELiAs Q2 net loss decreases." MarketLine Advantage. N.p., 3 Sept.
2012. Web. 2 Oct. 2012.
<http://advantage.marketline.com/Product?pid=43FC2D14-96C5-4960-
BDDD-707A32BA789E>.
"Retail Sector." Hoover's. Hoover's, n.d. Web. 27 Sept. 2012.
<subscriber.hoovers.com/H/industry360/businessChallenges.html?i
ndustryId=1518>.
"Female Mannequins from Mannequinland." Mannequinland has mannequins for all kinds of displays.. N.p., n.d. Web. 24 Oct. 2012. <http://www.mannequinland.com/femalemannequin.htm>. http://www.seventeenmediakit.com/r5/showkiosk.asp?listing_id=4473755
&category_id=31772 http://domainshane.com/complete-‐list-‐of-‐30-‐second-‐ad-‐cost-‐for-‐all-‐
primetime-‐tv-‐shows-‐a-‐200000-‐domain-‐looks-‐like-‐a-‐bargain/ http://alltimeprint.com/pvc-‐goldsilver.php http://www.aaxnet.com/topics/webcoml.html