Shannon Callaghan

Case Study

Developing Stage

MAY 2015

Tutor: Andy Lindsay

Contents

Objectives

1ST Objective – Research into Dr Martens brand and Results

2nd Objective – Media Campaign

3rd Objective – Press Release

4th Objective – Poster Design

Appendix

Objectives

• To undertake research in order to gauge public opinion on a new possible Dr Martens’ product – completing the research by w/b 6th April 2015.

• To design a successful media campaign for the launch of the new product.

• To create a press release announcing the launch of the new product.

• To produce a poster promoting the new product – to be completed w/b 11th May 2015.

Objective 1.

To undertake research in order to gauge public opinion on a new possible Dr Martens product – completing the research by w/b 6th April 2015.

To complete this objective I designed a questionnaire that focussed on finding out how the public saw the brand Dr Martens and the opinion of the following points:

Price Design and Colour Popularity Style of Footwear

*Find a copy of my questionnaire at appendix 1.

Questionnaire Results

I conducted a questionnaire to research the public opinion of the brand Dr Martens, the research was also to find out how the public would react to a new range of footwear being released in June 2015.

Twelve questionnaires were given out to members of the public, below is a pie chart showing the ratio of male to females.

The right side represents the male recipients and the left side represents the females, there were 7 males and 5 females.

I chose to give out more questionnaire’s to males than to females because recently more males have been wearing Dr Martens and I want to see how popular the brand really is with males instead of fashion conscious females.

The highest age group from this questionnaire is the 18-25’s and the lowest being the 30+ with only one recipient.

Gender

MaleFemale

I focused more on younger age groups because the aim for the new product is for it to be targeted at a younger market.

100% of the recipients agreed that they had heard of the brand and that they thought the launch of a range would be a good idea. Going into more detail for the range, these are the statistics based on

colour and style of footwear.

These pie charts show that the most popular colour selection was Electric Blue with Bronze coming in second. Silver and Sage Green tied for third and Lilac was the least popular colour choice.

Then moving onto the style of footwear that was most popular was Boots with Shoe’s coming in second.

80% of the recipients thought that the Dr Martens brand was worth the current pricing but 20% thought that the new range should be made cheaper. When asked if they had purchased a product from Dr Martens, the result was 7 recipients had not and 5 had purchased from the brand.

Overall, the public think that a new footwear range being launched for Dr Martens is a good idea and that they would prefer the focus of the range to be blue and bronze coloured boots. Even though not every recipient had purchased a product from the brand, they thought that their products were worth their current pricing and that they would recommend them to a friend/family member.

16-17 18-25 26-30 30+01234567 Age Range

Footwear Colour

LilacSage GreenBronzeElectric BlueSilver

Yes No012345678

Purchased from the Brand

Style of Footwear

BootsShoesHeelsSandals

Objective 2.

To Design a successful media campaign for the launch of the new product.

Are Dr Martens worth the cur-rent pricing?

Yes

Would you recom-mend Dr Martens to a

Friend/Family memberYes

I achieved this objective by planning out a media campaign using Above the Line media in Glasgow and pricing the adverts used for a period of 6 weeks beginning in June.

The campaign will have a focus on the colours blue, bronze and green, this is because research conducted provided statistics that these were the favourite colours out of the selection given.

The product is planning to be launched on the 29th May 2015 with posters and electronic billboards centred on Glasgow, as that is the city Dr Martens wish to test out the new range. They hope to attract a younger market with fun, interesting posters that put the emphasis on the creative side of the new product.

I worked on the basis of having a budget of £120,000 from Dr Martens to run their media campaign that reflects the new, fresh style of the new range but keeping in with the traditional style. £40,000 of this has to be used on Scottish Press and Magazines, the following newspapers and magazines will be contacted with adverts on the chosen dates for the brands new launch:

i-on Glasgow West End Life The Skinny The Metro (Scotland) Glasgow Insider The Scottish Sun

Each of the selected publications reaches a diverse audience across Scotland, in particular Glasgow. The Metro have a widespread readership as it is distributed throughout the train platforms reaching both professionals and college/university students.

I-on Glasgow, The Skinny, West End Life and Glasgow Insider provide local readership to those who may not use public transport and those who only read a publication with a select target audience.

The Scottish Sun is an everyday newspaper which reaches a mass audience throughout Scotland, mainly working and middle class readers.

PRESS AND MAGAZINE CHARGES

Publication Date Day

Position Rate (SCC) Size Cost Per insert

No of Items

Total

i-on Glasgow 29/5/15Fri/Sat25/26June

Display Colour

£695.00 Half Page6

£4170

West End Life

29/5/15Fri/Sat25/26June

Display Colour

£275.00 Half Page 6 £1650

The Skinny 29/5/15Fri/Sat25/26

Display Colour

Half Page £895 6 £18,823

JuneThe Metro (Scotland)

29/5/15Fri/Sat25/26June

Display Colour SCC

£16.50 2x35cm £610.50 6 £3,663

Glasgow Insider

29/5/15Fri/Sat25/26June

Display Mono

£875.00 Half Page 6 £5250

The Scottish Sun

29/5/15Fri/Sat25/26June

Display Colour

£42.40 2x72cm £3,137.20 6 £18,823.20

Objective 3.

To create a Press Release announcing the launch of the new product.

To achieve this objective I created a Press Release that announced the launch of Dr Martens new product launch in their Sauchiehall St Store in Glasgow City Centre. It included vital information

about the look and style of the new product, the target audience and how successful the product was hoped to be.

*Please find a copy of my Press Release at Appendix 2.

Objective 4.

• To produce a poster promoting the new product – to be completed w/b 11th May 2015.

I completed this objective by designed a poster on the program Adobe Photoshop, I created the image using different layers – enabling any changes needed if there was a problem with the design.

I used information from my research results to put the poster together and feel I have used all the relevant information needed to create a print that meets the products launch needs.

*Please find a copy of my poster design at Appendix 3.

Conclusion

In my development stage I have used skills from the following classes:

Key Units:

• FT9012/3004 Advertising: Media Campaign Planning

• FT8X12/3004 Computing: Digital Media Elements for Applications

• F1JM10/3006 Implementing a PR Campaign

I used my skills from implementing a PR campaign to design a Press release announcing the launch of a new product for Dr Martens.

I used skills in creating a media campaign from my Advertising unit, I planned out the pricing strategy needed to launch an advertising campaign for the brand.

Finally I used Digital Media Skills to create a poster design that fit the brands image and brings together a new creative design.

Appendix 1Dr Martens Questionnaire

The purpose of this questionnaire is to find out the current opinion of the brand Dr Martens and the potential launch of a new product line.

Please answer the following questions by checking either YES or NO:

1. What gender do you identify as? Male Female Other

2. Which age group are you in? 16 – 17 18 – 25 26 – 30 30+

3. Have you heard of the brand Dr Martens? Yes No

4. Have you ever purchased a product from Dr Martens? Yes No

5. Do you think the brand is very well known? Yes No

6. Do you think Dr Martens products are worth the current pricing? Yes No

7. Do you think a new product line being launched for Dr Martens is a good idea? Yes No

8. Which of the following colours would you like to see included in the new line? Lilac Sage Green Electric Blue Bronze Silver

9. Which styles of Dr Martens would you prefer to be the focus in the range? Boots Shoes Heels Sandals

10. Do you think the range should be available at a more affordable price? Yes No

11. Would you like to see clothing and accessories also involved in the new range? Yes No

12. Would you recommend the brand to a friend/family member? Yes No

Thank you for taking the time to complete this questionnaire

Appendix 2Gravity PR

300 Cathedral St

Glasgow

G1 2TA

30TH April 2015

PRESS RELEASE

Dr Martens back with New Footwear Range!

Dr Martens, the art of industrial footwear is coming back into fashion with a new

Footwear range being launched in June 2015. Bringing old styles with new twists,

the latest range of alternative fashion is looking to be something to remember. The

brand came to fame in the 1960’s as a boot for industrial workers and then

progressing into a signature accessory of rebellion and punk rock in the 70’s and

80’s.

The new range will include Boot and Shoe style footwear with a range of colours,

with a focus on electric blue and bronze patterns. The aim is to target males and

females between the age group of 16 – 25 based on research conducted before the

products construction. Also as a result of research the range will be available at the

same price Dr Martens products usually are, starting from a base price of £50.

MORE

The launch event will be held at the Sauchiehall St store in Glasgow, journalists from

Gutter magazine and representatives from the management team of Dr Martens.

when asked about the progress of the new range, Marketing Director Simon Jobson

was thrilled to announce,

“All of us on the Dr Martens team are thrilled with our new range and we can’t wait for it to take Britain by storm!”

The new brand is set to bring a new edge to Britain’s alternative fashion and start the new trend on

Glasgow’s fashion market. Dr Martens have been working on the new designs for bordering a year

and are now looking forward to seeing the fruits of their labour in stores across Britain.

For further information contact Shannon Callaghan

P.R Officer, Gravity PR, Glasgow

Telephone: 0141 123 1223

Fax: 0141 124 3456

E-mail: scallaghan@gravpr.com

ENDS

APPENDIX 3