IMC Dry Run PlanThe GAP

Kendell Hebner

6676308

Due: November 26, 2018

Table of Contents

1. Introduction 1.1 Business Overview1.2 Situation Being Addressed

2. Market Research2.1 Organization in the Market 2.2 GAP Yearly Revenue2.3 Competitors

3. Brand SWOT Anaysis3.1 GAP SWOT Analysis

4. PR Audit4.1 GAP Audit4.2 Public Percetion4.3 Internal Impediments/Issues4.5 GAP Social Media Presence and Advertising4.6 GAP USP’s4.7 PR Audit Competitor 14.8 Internal Impediments4.9 Public Perception4.10 Social Media Audit4.11 Parity and Difference4.12 H&M USP4.13 PR Audit Competitor 24.14 Internal Impediments4.15 Public Perception4.16 Social Media Audit4.17 Parity and Difference4.18 American Eagle USP

5. Overall Goal and SMART Objectives5.1 Goals5.2 Objectives

6. Target Markets6.1 Primary 6.2 Secondary6.3 Tertiary

7. Marketing Mix7.1 Product 7.2 Price7.3 Place7.4 Promotion

8. Advertising8.1 Introduction8.2 Objectives8.3 Media Strategy8.4 Sales Promotion Plan

9. Digital Plan9.1 Importance9.2 Digital Audit9.3 Digital Goals and Objectives9.4 Tactics9.5 Brand Voice9.6 Content Matrix9.7 Budget10. Public Relations10.1 PR Relevance10.2 Objectives10.3 Message Strategy10.4 Action Strategy10.5 Budget

11. Budget11.1 TV Advertising11.2 Sales Promotion Plan11.3 Budget Blocking Chart

12. Conclusion13 Appendix

13.1 Appendix A13.2 Appendix B13.3 Appendix C13.4 Appendix D

14. References

1. Introduction

1.1 Business Overview

The GAP is an American clothing brand that was founded by Doris and Don Fisher that first opened its doors in 1969 ("GAP About")

Some brief history on The Gapo In 1976 the company went public, offering 1.2 million shares of stock to the pubic

("GAP About")o In 1987 the first GAP store opened outside the USA ("GAP About")o In 1997 The GAP went digital and debuted its online store("GAP About")o In 2010 The GAP opened its doors in China ("GAP About")

During the second year of being a company, the GAP earned $2 million in revnue, they were expanding very rapidly (Holcomb, C.)

The company has over 135,000 employees and 3727 sores globally (Holcomb, C.)

1.2 Situation Being Addressed

The situation being addressed in this place is: How does this brand need to change to stay relevant in the minds of the target market and how should they change to reflect the trend of the millennial population being powerful and lucrative in the market

2. Market Research

2.1 The Organization in the Market

The GAP has one platform for all of its brands when it comes to online shopping (Team, T.)

GAP is expected to make close to 6.5 billion in revenue in 2018 which is an increase from 2017 and 2016 (Team, T.)

GAP is losing stores though by closing multiple “poor performing” locations in the last few years, they are going to have less stores than they did in 2017 and 2016 (Team, T.)

By converting its sales to online and closing down stores that are not performing well, The GAP has found a way to cut out around $500 million in costs throughout the next 3 years (Jones, C.)

Currently the primary target audience for The GAP are men and women between the ages of 25-35 but they have changed their TA multiple times to try and adapt to changing trends (FOX Business)

Statistics from Vividata show he current customer base that The Gap haso 12-17 years of age = 7% of shopperso 18-24 years of age = 11% of shopperso 25-34 years of age = 16% of shopperso 35-49 years of age = 23% of shopperso 50 -64 years of age = 24% of shopperso 65+ years of age = 19% of shoppers

o (Age of GAP Shoppers) The GAP owns about a 19.3% share of the current market (Gap Inc’s)

o Refer to figure 13.1 in the appendix for a market share chart

2.2 GAP Yearly Revenue

The yearly revenue for The GAP has fluctuated over the last 8 years, with an 8 year high of 1.65 Billion coming in 2015 (GAP Revenue) and an 8-year low coming in 2010

Over the last 2 years, The GAP’s revenue has been on the decline (GAP Revenue) Refer to figure 13.2 in the appendix for chart of company revenue over the last 8 years

2.3 Competitors The main competitors for the GAP include:

o J.Crewo H&Mo American Eagle

Between the 3 of those companies, the GAP earns the second most yearly profit Refer to figure 13.3 in the appendix for a comparison graph of company earnings in 2017

3. Brand SWOT Analysis

3.1 GAP SWOT Analysis

Strengths Globally known and successful Household name Plans in place to cut costs and boost revenue Strong Performing subsidiaries

Weaknesses Decline sales and profits Multiple store closings No real brand identity Weak social media and online presence

Opportunities Increase online sales presence Reinvent brand identity Increase social media use and presence Win back customers with brand reinvention

Threats Better performing competitors Fast changing trends Public perception of the brand on the decline

4. PR Audit

4.1 Gap Audit

Brand Audit

Logo: GAP is the brand name It is a clothing store that sells American style clothing for me and women aged 20-50

4.2 GAP Public Perception

The GAP has had a hard time defining itself in recent years and the public has become bored with the brand

The up and down advertising campaigns as led to the GAP losing customer base, losing money, closing down stores and being seen as a bland clothing store (Does GAP have an identity problem?)

The public views GAP as a predictable clothing store, which is why they are losing business (Does GAP have an identity problem?)

The public says that it is pricey for the quality of clothing that you get (Does GAP have an identity problem?)

GAP Fairview Park Mall has a 4.2/5 star ratingo Consensus is that the store has great selection, great prices on new items and

clearance and also great customer service GAP Conestoga Mall has a 4/5 star rating

o Consensus is that you get what you expect, Average prices for average clothes, Good customer service

GAP Square One 3.9/5o Consensus is expensive prices for clothing, somewhat good selection, good

customer service

4.3 Internal Impediments/Issues The GAP recently let go of long time company CEO because of the poor performance of

the brand. This intern leads to a time where the company has no real leadership or direction because they are dealing with internal problems. The GAP has a long history of letting high level employees go due to bad performance. It seems like the company can not find the right person to do the job which leads to poor performance in the market. (Wahba, P)

The GAP has also been struggling with brand identity over the last couple of years. They recently decided to change the brand logo, but after backlash from customers they decided to change it back almost immediately. This indecisiveness shows a lack of leadership within the company (Geoghegan, T)

4.5 GAP Social Media Presence and Advertising

GAP spend $673 Million on advertising expenses in 2017, $601 million in 2016 and $578 Million in 2015

Facebook – 9.1 million likes and over 9 million people follow, they post on facebook about once every few weeks, posts are mainly promotion based

Twitter – GAP has over 663K followers and has 33.9K tweets, they sweet about once every few days and their tweets are mainly promotional based

Instagram – GAP has 2.7M followers and over 2600 posts,

4.6 GAP USP’s

They have one real niche market and they use it for all of their branding and marketing Style of product Quality for price

4.7 PR Audit Competitor 1

Logo: Brand Name: H&MClothing store that sells Mens, Womens, and Kids trend style clothing, they sell their own brand of clothing and also other brands within the store

4.8 Internal Impediments

The branding and the marketing in ad campaigns has always been an issue for H&M. In the last few years they have been in the news more than once for insensitive advertising, which calls into question the type of people that they have working in their company that comes up with such advertising. (Barr, S.)

Poor idea choices for branding and marketing of clothing led to a boycott of the brand earlier this year by customers. Celebrities also said they will no longer work with the brand due to the ad. (Barr, S.)

H&M came out and apologized for the ad but customers were still questioning the company and why they would post such a thing in the first place. (Barr, S.)

H&M Runs ad for faux-feathered headdresses in Canadian stores, is called out by aboriginal groups for running such an ad and the integrity of the company is called into question. There was no apology was issued by the company. (West, S.)

4.9 Public Perception Earlier in the year the public perception of H&M from its main target market dropped,

less people were shopping there and more people viewed the company in bad light. As the year progressed and the weather got warmer, customers returned and people were beginning to change their view and attitudes about the company to more a more positive one (Shakespeare, S.)

One customer wrote a review about H&M and highlighted the good and bad of the company.

o He said a good thing about the brand is how affordable it is, H&M sells “fast fashion” clothing and makes it affordable for people who like to keep up with style trends. H&M makes it easy to dress like people on runways and makes it affordable as well. Consumers like this and it is what draws them to the brand. (Muhammad, L.)

o He also stated the downside of the brand. The quality of the clothing is awful. Clothing is not made to be worn for more than one season, shoes fall apart. You get what you pay for and consumers understand that about H&M. This is what makes people stay away from the brand and it makes the brand seem cheap in some consumer’s eyes (Muhammad, L.)

4.10 Social Media Audit Over 35 Million people like their facebook page, mainly post pictures and videos about

their products, post multiple times per week Over 8.5 Million followers on twitter, they post pictures and videos of their products and

post multiple times per week Over 27.8 million followers on Instagram, they post pictures and videos of their products

and post multiple times per week

4.11 GAP and H&M Points of Parity and Points of Difference

Parityo They both sell clothes for men, women and childreno Both have a similar target market (Men and women aged 20-35)o Both sell clothes for cheap

Differenceo Trend and style of clothes they sello Customer baseo Social media useo Digital marketing effectiveness

4.12 H&M USP

H&M’s USP is that they sell clothes that are as close to those you see on a fashion runway for a fraction of the prices

H&M is all about the fast moving trend of fashion and they emphasis that with what and how they sell their clothes

4.13 PR Audit Competitor #2

Logo: Brand Name: American Eagle OutfittersAmerican Eagle is a clothing brand company that sells causual clothing for men and women. They sell shirts, pants, denim, and undergarments

4.14 Internal Impediments

Just like H&M American Eagle released a very insensitive product in its stores that had customers outraged. American Eagle was selling a bracelet that looked like a shackle in its stores. Customers were saying how insensitive it is because of how closely it depicts the shackles that slaves would have worn. Customers were calling into question the type of people who come up with these ideas for the company and how the company lets the idea come to life and end up on store shelves (Lignitz, S.)

4.15 Public Perception

The perception of American Eagle is that it is a good company in terms of value for dollar in the products that it sells. (Team, T.)

Online perception of the brand was difficult to pin point but when checking on the brand Facebook page I was able to find some comments about the brand

The perception I was able to get from reading comments and posts about AE online was that people have mixed feelings about the brand. Some customers love the clothing and the pricing of the brand while others are upset about how the brand conducts itself with its website. The negative perception of the company that I got from looking online was that American Eagle has bad customer service, does not stick with its pricing policies and that they have not changed their brand image in a very long time (American Eagle, N.D)

4.16 Social Media Audit

American Eagle has over 11 million likes on its Facebook page, it posts images, videos about its products on its facebook page. They post about once per week

They have just under 650,000 followers on twitter. They post images and videos about their products. They post about once per week

They have over 2.8 million followers on Instagram, where they post photos and videos of their products. They post multiple times per week

4.17 GAP and American Eagle Parity and Points of Difference

Parityo Both brand sell casual clothing for younger people o Both brands have lost their brand identity in the past few yearso Both brands have a small social media presenceo Similar target markets

Differenceo GAP sells more traditional clothes while AE is starting to branch out with trendier

clotheso American Eagle has more of a defined audience while GAP does not

4.18 American Eagle Unique Selling Points

AE thrives on its denim sales and their denim line. AE puts emphasis on their denim which makes it a selling points for the brand

5. Overall Goal and SMART Objectives

5.1 Overall Goal

Overall Goal: Enhance the brand image and brand identity of The GAP to gain a larger and younger customer base

5.2 SMART Objectives

Objective 1- Create an updated and improved primary target market chosen by December 31st 2018

Objective 2 – Increase the brands social media conversion rate by 25% over a 6-month period starting January 1st 2019

Objective 3 – Introduce an upgraded loyalty program for customer in January 2019 and have at least 1 million people signed up for the program by the January 1st 2020

6. Target Markets

6.1 Primary Audience:

Young Millennials

1.1 Demographic information  

1.1.1 What is the age of the audience? 18 – 29

1.1.2 What is the sex of the audience? Men and Women

1.1.3 What is the income of the audience? Lower class to upper-class$15K-$100K income per year

1.1.4What is the educational level status of the audience?

High school graduate (18+); college/university students/graduates; masters student/graduate; PHD student/graduate

1.1.5 What is the marital status of the audience? Single; dating; engaged; married; separated; divorced, widowed

1.1.6 Occupation Student and / or Professional

     1.2 Psychographic information  

1.2.1What are the personality, values and attitudes of the audience?

A fashion forward group of people that always want to look their best but spend their money very wisely. They value their hard earned money and spend it on products they feel are deserving of it. They always want to look their best but don’t want to spend excessive amounts to do so. They are with the times and have a changing attitude about clothing trends

 1.3  Buying Habits - Research Shows that this group of young people tend to consistently spend money on beauty products, which means they consistently care about personal appearance (Wang & Xiao, 2008)- Young Millennials tend to shop at “specialty

shops” for clothing, they like to shop at places that are marketed for (Wang & Xiao, 2008)- Younger Millennials tend to do less shopping in brick and motor stores because they do the majority of their shopping online (Wang & Xiao, 2008)

1.4 Brand Persona/Voice

Jason is a 26-year old graphic designer who lives in Los Angles California. He has been working as a graphic designed for 2 years and lives in a studio apartment with his girlfriend and their black lab, Duke. Jason is a fashion forward individual that keeps up with fashion trends and likes to look his best wherever he goes. His style ranges from casual jeans and a jacket to bold outfits that look like they came off a runway. He is very budget driven and doesn’t over spend or buy more than what he needs. He looks for deals and spends his money wisely. He goes to the mall every once and a while but finds himself online shopping more than anything. He is tech savy and uses his phone and laptop on a regular basis for business and personal use. His annual income is around $70,000 a year

 1.5 Communication Preferences Text alert; email alert; social media alert1.6 Geographic information Globally     

6.2 Secondary Audience

Older Millennials/Older Customers

1.1 Demographic information  

1.1.1 What is the age of the audience? 30-45

1.1.2 What is the sex of the audience? Men and Women

1.1.3 What is the income of the audience? Lower class to upper-class

$15K-$100K income per year

1.1.4What is the educational level status of the audience?

High school graduate (18+); college/university students/graduates; masters student/graduate; PHD student/graduate

1.1.5 What is the marital status of the audience? Single; dating; engaged; married; separated; divorced, widowed

1.1.6 Occupation Working Professionals

     1.2 Psychographic information  

1.2.1What are the personality, values and attitudes of the audience?

A group of people that have a regular sense of fashion. They don’t typically care about the trends in the market but do enjoy looking good and purchasing quality clothing. They value their hard earned money and don’t want to waste it on poor quality products. Their attitudes tend to stay the same about clothing, their attitudes aren’t easy to change like the younger millennial group, they like what they like because of their own personal view and experiences

 1.3 Buying Habits

 - Older Millenials tend to purchase products from stores that have a good customer loyalty program, they enjoy being rewarded for continually shopping at the same retailer (Wang & Xiao, 2008)- Older Millennials are more likely to purchase products in store than online (Wang & Xiao, 2008)- Older Millenials don’t buy as much as younger Millenials do. They spend their money wisely because they are on a tighter budget than younger people. They buy only what they need

1.4 Communication PreferencesEmail alert; Social media alert, direct mail, physical advertisements

   1.5 Geographic information Globally     

6.3 Tertiary Audiences

Prospective Customers

1.1 Demographic information  

1.1.1 What is the age of the audience? Younger than 18 Years Old

1.1.2 What is the sex of the audience? Boys and Girls

1.1.3 What is the income of the audience? No income numbers as they are children and are not working

1.1.4What is the educational level status of the audience?

Currently in primary or secondary school

1.1.5 What is the marital status of the audience? N/A

1.1.6 Occupation Students/Children

     

7. Marketing Mix – 4 P’s

7.1 Product Men’s and Women’s Clothing which includes:

o Topso Shirtso Jacketso Denimo Pantso Shortso Seasonal Wearo Underwearo Sockso Footwear

7.2 Price

Tops $8 - $20Shirts $15 - $35Jackets $49+

Denim $39+Pants $20+Shorts $10 - $35Seasonal Wear Depends on ProductUnderwear $2-10Socks $3 per pairFootwear $49+

7.3 Place

Shopping Malls Shopping Centers Strip Malls Outlets Online

With the change in brand identity and a new primary target market I recommend that online sales are something that is expanded on. Change the current website to become more user friendly so that online shopping can be easier for customers which will hopefully help them convert.

7.4 Promotion

Promotion is key for this plan to work. To make a change with the brand we need to promote the brand and products properly and through the proper channels for it to be effective. A combination of advertising and digital elements will be used to effectively promote the plan for the brand which will help us to achieve all of our objectives and our primary goal. Types of promotional strategies include:

o Updated websiteo Advertising on all social media platformso Paid television ads o Paid brand ambassadors that will be featured in online advertising

8. Advertising

8.1 Introduction Advertising is important to this plan because it allows us to reach out to the target

audience and send them the message that The GAP is changing in a way that will positively effect them. Without advertising this plan will not be able to come to light and we will not be able to achieve what we set out to do with our goals and objectives.

The entire idea behind this plan is to change what is happening at The GAP and without advertising we will not be able to effectively do that.

8.2 Objectives

1. Create an updated and improved primary target market chosen by December 31st 20182. Increase the brands social media conversion rate by 25% over a 6-month period starting

January 1st 20193. Introduce an upgraded loyalty program for customers in January 2019 and have at least 1

million customers signed up for the program by January 1st 2020

8.3 Media Strategy

Our budget for this plan is $3.5 Million and we are going to break it up accordingly $1 million for in store and online sales promotion plan of products in the store over a 1-

year period $1 Million for social media driven advertisement and promotions $750 Thousand for TV Advertisement $500 Thousand for Brand Ambassador(s) $250 Thousand in contingency A breakdown of how this money will be spent can be found in appendix D

8.4 Sales Promotion Plan

We will use $1 million of the budget for a sales promotion plan to drive customers into stores and onto our websites to make purchases.

Our paid advertising will promote the new brand image and also the promotions that the $1 million dollars is being used for. We will discount products to drive sales and get the new name for The GAP out there.

The new loyalty rewards program will be partnered with all of the products which are being discounted to drive sales and also to get customers to sign up for the royalty program.

It is important to have a sales promotion plan because our primary and secondary target audience spend their money wisely and tend to look for deals and sales when purchasing products such as clothing. By having a sales promotion plan we hope that it will entice our target audience to spend their money on our brand because of the product and also because of the sale.

This plan will be set up over the entire 2019 year and will not all happened at once, to ensure that customers keep returning to The GAP to purchase products

Plan will includeo Buy one product get one at 50% offo 20-50% off certain products at certain times of the yearo Buy 2 items get the 3rd item freeo 10x rewards points when purchasing certain products

o Buy 5 or more items receive a % off at the registero Seasonal items going on sale at beginning and end of season, 20-50% off

9. Digital Plan

9.1 Why Is This Important

A digital plan is important because of of who our primary and secondary target audience is. The combined age of our primary and secondary target audience is from 18 – 45 with a majority of those people using digital devices and social media on a daily basis. By having a well thought out and well planed digital plan we can maximize the effectiveness of our advertising and promotions online and throughout social media.

9.2 Digital Audit

GAP Facebook Useo 9.1 Million Likes and Over 9 Million people follow their Facebook pageo They make a post about once every few weekso Posts are promotional based for their productso In their posts they include text, photos, and videos to promote products and

saleso Based on customer feedback on their Facebook it seems like the content they

are posting is getting the desired message across GAP Twitter Use

o Over 663,000 followers on Twittero They have over 33,900 tweets and they tweet about once every few dayso Tweets are mainly promotional based for their productso They include text, photos, and videos in their tweets to promote their productso The tweets seem to be well received as almost every tweet they send out they

get a response from people on twitter, which means that the goal of the tweet has been met

GAP Instagram Useo The gap has over 2.7 million followers on Instagramo They have posted over 2600 times o They use text, images and videos in their posts and they are to promote their

productso The goal of their Instagram posts is to advertise their products and that goal is

met based on the comments and likes that each post receives

9.3 Digital Goals & Objectives

Goal: Increase company saleso Objective 1: Increase Online Sales by 10% from January 1st to June 30th 2019o Objective 2: Increase web traffic by 20% in 6 monthso Objective 3: Introduce an upgraded loyalty program for customer in January

2019 and have at least 1 million people signed up for the program by the January 1st 2020

9.4 Tactics

Objective 1- Increase Online Sales by 10% from January 1st to June 30th 2019o Tactic 1: Run a combination of single image, video and carousel Facebook ads

during that time to boost sales. Include brand ambassador in adso Tactic 2: Run promotional ads and videos on Twitter during that time of seasonal

products being sold exclusively onlineo Tactic 3: Set up a nurture email campaign and target customers who have

purchased something in the last 6 months, send them online promotional offers for products to try and get them to convert

We will run the nurture campaign in 3 months out of of 6, send an email every 5 days with the campaign running for 30 days total in a month

Objective 2 – Increase web traffic by 20% from May 1st October 31sto Tactic 1: Use Promoted tweets on twitter to bring brand awareness to potential

customers, have a call to action button embedded in the tweet to drive them to our website

o Tactic 2: Run a Facebook awareness ad to bring awareness to potential customers on Facebook about the brand, have a call to action button that takes them directly to the website in the ad

o Tactic 3: Run promotional ads on Instagram by using single image, video and carousel ads. Have a call to action button in the ad that sends potential customers straight to our website

Objective 3 – Introduce an upgraded loyalty program for customers in January 2019 and have at least 1 million people signed up for the program by January 1st 20120

o Tactic 1: Use Facebook carousel ads and have the celebrity brand ambassador promote everything customers get when they sign up for our loyalty program with, have a CTA button in the advertisement that sends them to a sign up page

o Tactic 2: Create a drip-email campaign with the goal of having customers who receive the email sign up for the loyalty program by the end of the campaign. Use emails of previous customers, current customers, and members of the previous loyalty program. Have the emails be sent out once every 5 days for 30 days.

o Tactic 3: Use promoted Tweets to bring awareness to people about our loyalty program. Have a CTA button in the ad that sends them directly to a sign up page.

9.5 Brand Voice

Jason is a 26-year old graphic designer who lives in Los Angles California. He has been working as a graphic designed for 2 years and lives in a studio apartment with his girlfriend and their black lab, Duke. Jason is a fashion forward individual that keeps up with fashion trends and likes to look his best wherever he goes. His style ranges from casual jeans and a jacket to bold outfits that look like they came off a runway. He is very budget driven and doesn’t over spend or buy more than what he needs. He looks for deals and spends his money wisely. He goes to the mall every once and a while but finds himself online shopping more than anything. He is tech savvy and uses his phone and laptop on a regular basis for business and personal use. His annual income is around $70,000 a year.

9.6 Content Matrix

9.7 Budget

Refer to Appendix D for social media budget

10. Public Relations

10.1 PR Relevance

Public Relations is relevant to this plan because one of the objectives for this plan is to create a new brand image and a brand identity. Public relations will help us mold a brand image that your primary and secondary audience will respond positively to, which in turn will lead to sales and profits for the company. PR helps to get the information

out into the world about the new identity of this brand and helps us to reach our target audiences.

10.2 Objectives

Objectives have stayed the same, refer to figure 5.2 in this plan to find the objectives

10.3 Message Strategy

Message for Objectives #3o Starting on January 1st 2019, we will be offering a brand new loyalty rewards

program for The GAP. To kick start this program we will be offering 20% off any item in store or online when signing up for the loyalty program for the month of January. The details of the loyalty program are as follows. Every dollar spent at The GAP earns you 10 points. Every 500 points gets you a $10 coupon to use in store or online. Every dollar spent at one of our other stores gets you 5 points. When collecting points, free in-store gifts will be given out when certain milestones are reached, such a 5,000 points, 10,000 points, 25,000 points and 50,000 points. You also get a $25 coupon for your birthday that’s valid anytime if you use your loyalty card during the month of your birthday.

10.4 Action Strategy

This message will be delivered over social media by a brand ambassador that embodies our primary target market. The tone of the message will be friendly and inviting but also excited because of the change that is happening within the company. The ambassador will invite the customers to sign up for the loyalty program during the month of January especially, so that they can receive a 20% off coupon for any item in the store.

10.5 Budget

Refer to figure 11.3 for full budget blocking chart

11. Budget

11.1 TV Advertising

I have saved $750,000 for the TV advertising budget for our plan. The average cost of a 30 second TV commercial is around $3000 for one ("Advertise

with CTV Atlantic", 2018). We will be advertising over the entire 2019 year, on TSN, CTV and Rogers Cable

We will run ads periodically on each network at different times of the year, depending on how much viewership the TV channel receives from month to month

CTV will have 40% of our advertising on TV, TSN will have 35% and Rogers Cable will have 25%

o CTV = $300,000 of the budget which will get us 100 TV ads We will run 14 ads per month for 7 months out of the year 2 of those 7 months will have 15 ads run Ads will take place during News broadcasts, popular TV network shows

and at peak TV watching timeso TSN = $262,800 of the budget which will get us 88 TV Ads

We will run 17 ads per month on TSN for 6 months in the year There will 3 months where there are 18 ads ran Ads will run during months that have top viewership because of what is

being broad cast, including February (Superbowl Coverage), May and June (NHL and NBA playoffs) and September (start of NHL and NFL season)

o Rogers Cable = $187,200 which will get us 62 TV ads We will run 12 ads per month on Rogers Cable for 5 months in the year 2 of those months will have 13 ads ran Ads will be ran mainly on weekends and weeknights when popular

television shows are being aired

11.2 Sales Promotion Plan

Online Promotionso When budgeting the sales promotion plan I allotted $750,000 for social media

advertising on the promotions which includes Facebook, Twitter and Instagramo The ads will be run periodically throughout the entire 2019 year

In Store Promotionso The budget for the in store part of the sales promotion plan is $250,000. This will

include signage and posters to be placed in stores when sales are happeningo The ads will be run periodically throughout the entire 2019 year

11.3 Budget Blocking Chart

12. Conclusion

In conclusion, in order to bring the GAP back to the company it once was, start increasing profit and tackle the millennial trend that is currently happened we need to achieve 3 main objectives. (1) Create an updated and improved primary target market. (2) Increase the brands social media conversion rates by 25% over a 6-month period to start. (3) Introduce an upgraded loyalty program for customers starting in January 2019 that will entice them to shop at the new branded GAP.

These objectives will be achieved through strategic digital marketing, public relations planning and execution and also strong sales promotions in store and online.

13. Appendices

13.1 Appendix A

13.2 Appendix B

2010 2011 2012 2013 2014 2015 2016 2017 20181.3

1.35

1.4

1.45

1.5

1.55

1.6

1.65

1.7

GAP Revenue 2010-2018

Billions in USD

13.3 Appendix C

GAP J. Crew H&M American Eagle0

5

10

15

20

25

30

35

2017 Revenue

USD Billions

13.4 Appendix D

14. References

GAP Company History. (n.d.). Retrieved November 20, 2018, from http://www.gapinc.com/content/gapinc/html/aboutus/ourstory.html

Holcomb, C. (2016, August 25). A Brief History Of Gap, The Classic American Clothing Company. Retrieved from https://theculturetrip.com/north-america/usa/california/articles/a-brief-history-of-gap-the-classic-american-clothing-company/

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