Digital Marketing

By. Minjung Son (A42987115) ADV 420 Spring 2013

Gap

Target Audience

• Male and Female College Students• Who can express their individual sense of style• Ages 20-25 years

Consumer Insight Think: College students as our main customers may think the Gap brand is the same as other casual clothing brands, and they may not prefer the old-fashioned experience of direct shopping

Do: College students increasingly shop online and mobile platforms; typically shop on a budget for things they actually need

Marketing Problem Problem: high awareness of brand, but

low awareness of its ads

• Ads for products and newly released products are not successfully arousing customers’ purchasing needs.  • In actual research, many students did not remember seeing a Gap ad in the last month, even though an astounding 85% have seen a Gap advertisement or commercial in the last 30 day.

Marketing Goal

Goal: Create a sense of brand loyalty for college students to realize that Gap offers clothes and accessories for every aspect of life (going to class, interviews, going out, etc. )

Major Selling IdeasCreate an Ad a positive, cohesive branding

message and relay it to the target audience through use of different media tactics in order to increase the brand image of Gap

Connect the ideaTo the

costumers

How to

ToneThe tone used throughout the advertisements needs to be iconic, refined and modern, yet casual to promote Gap as a connected brand with fashionable college student

The Usage for Campaign The use of a slogan and an icon will

be bright colors that go along with the Be Bright campaign and the spirit of Gap, going along with college students’ desire to appear unique, stand out, “Be bright”

Marketing Budget Budget: $2,200,000