Advertising Plan Book Part II
Jordyn Taylor, Inc.
INC.
December 2007 Jordyn Ferri
Advertising Plan Book: Jordyn Taylor, Inc.
1
Table of Contents
Campaign Media & Creative Strategy 3
Marketing 3
Positioning Strategy 3
Target Market Description 4
Primary Target Market 4
Demographics 4
Psychographics 4
Behavioristics 5
Geographics 5
Secondary Target Market 5
Marketing Objectives 6
Product 6
Pricing 6
Place 7
Promotion 7
Advertising 8
Advertising Objectives 8
Advertising Strategy 8
Media 8
Media Strategy 8
Media Mix 9
Media Vehicles 11
Media Calendar 15
Creative Strategy 16
Advertising Plan Book: Jordyn Taylor, Inc.
2
Budget 17
Budget Chart & Expenses Description 17
Conclusion 18
Urban Outfitters Store Locations in USA 20
Work Cited 21
Advertising Plan Book: Jordyn Taylor, Inc.
3
Campaign Media & Creative Strategy
Marketing
Positioning Strategy
Urban Outfitters is designed for well-educated, urban-minded
young adults. It is meant to broaden the minds and open the eyes
of the target audience. Its young adult target customer is sociable
and fashion-conscious. Urban Outfitters key goal is to acquire the
brand loyalty and brand preference of young affluent men and
women. By creating a unique shopping experience for each store,
yet still holding true to the rustic, hipster environment, Urban
Outfitters was able to create an emotional bond with the
customers. 1
Urban Outfitters currently offers an eclectic mix of fashion
merchandise in a lifestyle sensitive environment. A significant
amount of time is dedicated to the store-design to assure that
every store is unique and reflects the community in which it resides.
Each store is customized to fit the customer’s visual, artistic, and
emotional appeal. Lifestyle merchandising is the key to Urban
Outfitters success. The goal for the brand is to build a strong
emotional bond with the brand-appropriate customer. Getting to
know the customer well by knowing their likes, dislikes, and day to
day preferences, will make it easier to better predict the customers’
fashion preferences. Urban Outfitters will continue to make it a
point to get to know the customer on a more emotional level so
that the brand will resonate with the customer.2
1 “Urban Outfitters, Inc.” International Directory of Company Histories, Vol. 74. St. James Press, 2006. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group. 2007. <http://galenet.galegroup.com/servlet/BCRC>. 2 Urban Outfitters, Inc.
Advertising Plan Book: Jordyn Taylor, Inc.
4
Target Market Description
Primary Target Market
Urban Outfitters current target market is directed towards affluent
young adults that some mainstream fashion gurus may call
“scenester”, “hipster”, “trendy”, and ultimately fashionably aware.
Demographics
Demographically, Urban Outfitters targets single men and
women between the ages of between the ages of 18 and
30 years of age. Majority of the young adults targeted are
college students. The targeted consumer is usually between
working class, and upper-middle class. Urban Outfitters
targets people of all races, which can be supported by both
the Caucasian and ethnic fashion models seen in their
catalogs and advertisements. The brand also targets men
and women of all religious and political views.3
Psychographics
Urban Outfitters targets young adults who are interested in
the mainstream, trendy, metropolitan-hipster style. These “up
and comers” are innovative, ambitious, upbeat, daring and
competitive. These men and women portray the free spirit
that Urban Outfitters truly embodies, and live for today and
let the future take care of itself. This target segment is
extremely attracted by the company’s active lifestyle
merchandising, and is interested in the arts and bohemian
atmosphere the brand offers.
3 “Company Profile.” 2007. Urban Outfitters, Inc., 04 October, 2007. <http://www.http://urbanoutfittersinc.com/profile/index.jsp>.
Advertising Plan Book: Jordyn Taylor, Inc.
5
Behavioristics
Due to the fact that these young consumers are fashionably
aware, majority of their purchasing behaviors are an effect
of social and personal risk. The items purchased will be visible
to others, therefore increasing the involvement of the
purchase. Urban Outfitters targets those who fall under the
categories of extensive decision-making and limited
decision-making. Due to the variety of the products sold by
Urban Outfitters, the buying behavior of the consumer varies.
Furthermore, Urban Outfitters lifestyle merchandising paves
the way to connecting with the customer on an emotional
level, and inevitably creates brand loyal customers.
Geographics
Urban Outfitters largely targets college students across the
United States, locating stores near a number of colleges,
universities, and friendly neighborhoods. Urban also targets
young adults who live in semi-urban and urban settings.
Urban Outfitters does not geographically discriminate, and
currently runs over 100 stores across the USA. However,
majority of the stores can be found in metropolitan areas.
Secondary Target Market
Urban Outfitters does appeal to other age ranges such as young
teens between the ages of 13 and 17 years old. These teenage
boys and girls may not be as affluent as the primary target market,
but are still sensitive and aware of various fashion trends.
Advertising Plan Book: Jordyn Taylor, Inc.
6
Marketing Objectives
The foundation of the marketing objectives is outline in the product,
pricing, place, and promotion sections below. Through this
campaign, Urban Outfitters plans to boost its annual sales by 20%,
increase brand loyalty, and increase store locations.
Product
To continue to offer a large variety of products such as
women and men’s apparel, footwear, accessories items for
apartments, gifts and novelties
To continue to offer products ranging from day-to-day and
high-end luxury items
To continue offering new trendy items in a timely fashion
To continue lifestyle merchandising and connecting with
the customer on an emotional level
To continue selling special boutique items from the “Urban
Renewal” line
To continue “going green” with the newest environmentally
friendly brand “Terrain”
Pricing
To continue offering a wide range of prices between $4 to
$500 (depending on the type of product)
To continue offering an average price of an item between
$30 and $40
To continue to offer prices that maximize profit margins
To continue to use promotional discount pricing such as the
“2 for” and “3 for” in casual ware
To continue to offer seasonal discount pricing
To continue value-based pricing with exclusive lines such as
Urban Renewal and luxury boutique items
Advertising Plan Book: Jordyn Taylor, Inc.
7
Place
To continue offering stores in semi-urban and urban areas
To continue opening stores in major metropolitan areas
across the United States (in addition to locations in Canada
and Europe)
To continue offering stores in select university comminutes
To continue offering stores that offer large floor space as
well as multiple floors/levels
Promotion
To continue to increase brand loyalty among current
customers
To continue to gain the interest of prospective customers
To continue the edgy and trendy brand image of Urban
Outfitters
To continue above the line promotion using various media
outlets
To continue sponsorship of Nylon magazine (a popular
trendy fashion magazine)
To continue various sales promotion tactics (discounts and
exclusives)
To continue Urban Outfitters lifestyle merchandising tactics
To continue direct mail to consumer to maintain lasting
relationships with customers
Advertising Plan Book: Jordyn Taylor, Inc.
8
Advertising
Advertising Objectives
Urban Outfitters wishes to continue its positioning as a lifestyle brand.
Through the advertising campaign, it is the hope to create brand
loyalty with current customers, as well as grab the attention of future
customers. With these various advertising techniques, Urban Outfitters
wants to create an interest in the brand. Moreover, this campaign will
further allow the brand to gain credibility by the ads supporting what
the brand promises, and by conveying what the company stands for.
These advertisements will create a desire to buy the various products
the brand has to offer; thus, inevitably causing the current or
perspective customers to take action and purchase the product.
Advertising Strategy
Media
Media Strategy
In order to sufficiently reach the aforementioned
advertising objectives, a variety of media outlets will be
used. To reach this specific target market, print
advertisements in magazines, direct mail and Internet will
be used. The first medium used will be print media, which
will include a variety of magazine ad placements. This
target audience is fashionably aware, which will ensure the
readership of fashion magazines. Since many of the
targeted consumers are frequent Internet users, banner ads
will be placed on popular Internet websites. Additionally,
Urban Outfitters will continue to maintain the company
website so that the audience may still browse and
purchase the products online. Lastly, this advertising
campaign calls for direct mail (made possible
Advertising Plan Book: Jordyn Taylor, Inc.
9
through the maintenance of a customer database) and will
be sure to reach the consumers. Media outlets such as
radio and television will not be used in this strategy due to
the fact that this specific target audience may be likely to
overlook them.
Media Mix
o Print Advertisements
The main focus of the print ads will be in
magazines. Majority of this segmented audience
reads trendy fashion and lifestyle magazines
either daily or at leisure. These advertisements will
convey the “look” that Urban Outfitters wishes to
convey to its audience. This type of medium will
be most effective due to the segmented
audience, and the high chance of “pass-along
readership”. The use of magazine ads will ensure
excellent reproduction using high-quality paper.
The visual intensity of four-color
advertisements will definitely grab the
attention of the targeted consumer.
Furthermore, this medium will provide the reader
with a long lasting image of the Urban Outfitters
brand.
Advertising Plan Book: Jordyn Taylor, Inc.
10
o Internet
Using the Internet as a media vehicle is very useful
for this specific target audience. Majority of the
current and future customers are in college or
recent alumni. With this in mind, popular websites
for this age range include both Facebook and
Myspace. It can be estimated that young adults
spend a large portion of Internet time on these
websites, which will ensure visibility and increase
brand recognition. Moreover, weekly emails will
be sent out to those subscribed to the mailing list
and notified of new products and special deals.
o Direct Mail
Direct mail is an extremely efficient way used to
reach the target audience. Post cards including
special discounts and limited time offers will be
sent to current customers as well as areas
immediately surrounding all stores. These
postcards make it easy to deliver important
information about the brand and company
products and leaves room for innovation. Direct
mail also reminds the customer that their business
is valued and appreciated, and gives both
current and prospective customers incentive to
visit the retail shop or online website.
Advertising Plan Book: Jordyn Taylor, Inc.
11
Media Vehicles
o Print Advertisements (Magazines only)
• NYLON
NYLON is a women's fashion and lifestyle
magazine.4 Features include celebrities,
newsmakers, and everyday women doing
cool projects.5 The edgy publication easily
distinguishes itself, reaching a responsive
consumer base through its fresh editorial and
groundbreaking photography, which
combines high-end and alternative designers
with its editor's eye for international street
fashion.6 Urban Outfitters, offers its customers a
year free subscription to NYLON magazine,
causing a boost in sales for both companies.
• IN STYLE
IN STYLE magazine is an insider's guide to the
latest trends in beauty, fashion, home,
entertaining and charities.7 After being
named to ADWEEK’s Hot List for the 9th
consecutive year, ad placement in this
magazine is sure to address the target markets
crave for the latest in fashion.8
4 “NYLON Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>. 5 “NYLON Magazine Description” 6 “NYLON Magazine Description” 7 “IN STYLE Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>. 8 “IN STYLE Magazine Description”
Advertising Plan Book: Jordyn Taylor, Inc.
12
• STYLEWATCH (People)
STYLEWATCH combines coverage of the
hottest celebrity style with a distinctive real-life
approach to create a monthly fashion and
beauty guide for stylish women everywhere.9
Ad placement with this magazine will attract
the target audience to shop at Urban
Outfitters when they see featured celebrities
wearing the brand with pride.
• SPIN
SPIN seeks out and champions cutting-edge
youth culture (movies, fashion, technology,
sex, politics, books, TV, art).10 Although this
magazine is not strictly devoted to fashion, it
provides a means to attract the trendy side of
the target audience. This magazine is great
for reaching fashion-forward, young adults.
• City Magazine
CITY MAGAZINE features expressions of the
modern cosmopolitan jetsetter life.11 Through
photographic interpretation and style news, it
provides inside-access into the worlds of
design, fashion, food and travel.12 This
magazine will be excellent for reaching both
the men and women target segments.
9 “STYLEWATCH Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>. 10 “SPIN Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>. 11 “CITY Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>. 12 “CITY Magazine Description”
Advertising Plan Book: Jordyn Taylor, Inc.
13
o Internet
Placing advertisements on Facebook is a great way
to reach young men and women around the world.
Facebook, which was originally created for college
students, is now open to the general public.
However, majority of Facebook users are college
students, which will increase the chances of
reaching affluent men and women. These ads will be
placed on a left-side banner, and will generate
traffic to the website when clicking on the banner.
The advertising Facebook package also includes
“Monthly Message Blasts”, “Next Step” homepage
links to the company’s website, sponsored stories,
and other viral promotions. Facebook also makes it
possible to clearly segment the audience by
targeting people with specific interests. This website is
an excellent way to reach educated both men and
women across the globe.13
• Myspace
Like Facebook, Myspace is a great tool for reaching
both men and women around the world. However,
the perk to advertising on Myspace will be the ability
to reach a broader audience, especially when
pertaining to age. Myspace is the number one
Internet spot for man young people.
13 “Facebook’s Advertising Rate Cards Unveiled” Mashable – Social Networking News. December 14, 2007. <http://mashable.com/2007/07/30/facebook-rate-cards/>.
Advertising Plan Book: Jordyn Taylor, Inc.
14
o Direct Mail
• Using direct mail advertising is a great tool to notify
current and potential customers of new products,
sales, and exclusives within a 20 mile radius of any
given retail shop. These bi-weekly postcards will
include special coupons that can be used by the
consumer upon purchase. Direct mail will also
include birthday specials that are sent to customers
registered within the customer database.
Furthermore, these postcards will be sent out prior to
the “back-to-school” shopping craze, creating
incentive for current and future customers to shop at
the nearest retail store. This media vehicle serves as
reminder to the target audience that their business is
valued; thus, developing an emotional bond with
the brand and increasing the number of brand loyal
customers.
Advertising Plan Book: Jordyn Taylor, Inc.
15
Media Calendar
Media Calendar- June - August 2008
Media June July August
Week 1 2 3 4 1 2 3 4 1 2 3 4
Print (Monthly Magazines)
NYLON Magazine 1 page – 1x month – 3 months
IN STYLE Magazine 1 page – 1x month – 3 months
STYLEWATCH (People) Magazine 1 page – 1x month – 3 months
SPIN Magazine 1 page – 1x month – 3 months
CITY Magazine Spread – 1x month – 3 months
Internet
Facebook Banner – Everyday – 3 months
Myspace Banner – Everyday – 3 months
Direct Mail
Urban Outfitters Direct Mail Postcard – Bi-weekly – 3 months
Advertising Plan Book: Jordyn Taylor, Inc.
16
Creative Strategy Urban Outfitters is a company that prides itself on its innovative cutting-
edge lifestyle merchandising. All of the advertisements placed in the
magazines will portray the free-sprit of the brand. These ads will be
extremely visually appealing, thus attracting the target audience, and
creating a desire for the brand and products offered. This company will
not deem “celebrity endorsements” as a necessity in the advertisements.
Rather, Urban Outfitters will use models that truly reflect the target
audience. Both men and women models of all races will be put in the
advertisements, and will be shot in metropolitan and urban settings. These
creative and edgy advertisements will showcase the clothing, footwear,
accessories, and housewares made by Urban Outfitters. By placing these
advertisements in segment appropriate magazines, the chances of
grabbing the attention of the audience, and generating both interest and
desire for the brand will increase. It is the hopes that this desire will create
action to purchase the products sold by Urban Outfitters.
Advertising Plan Book: Jordyn Taylor, Inc.
17
Budget
$1,200,000.00 // Of this allotted amount, only $1,161,225.00 will be used.
Advertising Media Budget
Media Vehicle
Description Frequency Rates Total
NYLON (monthly)
4-color 1 page (Bleed)
3x = 1x / month 3 months total
3 ti = $20,556 e/a
$61,668.00
IN STYLE (monthly)
4-color 1 page (Bleed)
3x = 1x / month 3 months total
3 ti = $118,464 e/a
$355,392.00
STYLEWATCH (monthly)
4-color 1 page (Bleed)
3x = 1x / month 3 months total
3 ti = $46,000 e/a
$138,000.00
SPIN (monthly)
4-color 1 page
(Non-Bleed)
3x = 1x / month 3 months total
3 ti = $47,700 e/a
$143,100.00
CITY (monthly)
4-color Spread – 2 pg
(Bleed)
3x = 1x / month 3 months total
3 ti = $29,355 e/a
$88,065.00
Side banner Vertical
120 X 600 pixels
92 x = Everyday 3 months total
$50,000/month $150,000.00
Myspace Main banner
Horizontal 600 X 50 pixels
92 x = Everyday 3 months total
$55,000/month $165,000.00
Direct Mail Postcard Horizontal
5 X 4 inches
12 x = Bi-weekly 3 months total
$ 60,000 will be designated for direct mail
$60,000.00
Advertising Plan Book: Jordyn Taylor, Inc.
18
Conclusion
Urban Outfitters is currently the strongest it has ever been since its birth
37 years ago. Its distinctive atmosphere and lifestyle merchandising
embodies Urban Outfitters unique concept, and allows for
differentiation in the marketplace. Because the brand has the ability to
create compelling retail environments and offer customers fashion-
appropriate products, Urban Outfitters enjoys tremendous customer
loyalty. This ability to create an emotional bond with the customer is at
the heart of Urban Outfitters retail success.
Urban Outfitters retail brand can open additional stores, grow its
direct-to-consumer business, and make the existing stores more
productive. In order to achieve such goals, it will take a talented and
dedicated management team. With such a powerful brand, a strong
management team, and a well-defined strategy, Urban Outfitters is
positioned to enjoy aggressive yet controlled, growth for many years
to come.
www.urbanoutfitters.com
Advertising Plan Book: Jordyn Taylor, Inc.
19
URBAN OUTFITTERS STORE LOCATIONS IN USA
ALABAMA Birmingham
MISSOURI Kansas City St. Louis
SOUTH CAROLINA Charleston
ARIZONA Scottsdale Tempe Tucson
FLORIDA Jacksonville Miami (2) Miami Beach Orlando Palm Beach Gardens Tampa
NORTH CAROLINA Charlotte Durham
GEORGIA Atlanta
NEBRASKA Omaha
TEXAS Austin Dallas (2) Houston (2) Spring
IDAHO Boise
NEW JERSEY Montclair
UTAH Salt Lake City
ILLINOIS Chicago (4) Evanston Oakbrook Schaumburg
NEVADA Las Vegas (2)
VIRGINIA Mclean Richmond
INDIANA Bloomington
VERMONT Burlington
KANSAS Lawrence
NEW YORK Buffalo Elmhurst Garden City New York (6)
WASHINGTON Lynnwood Seattle (2)
LOUISIANA Baton Rouge New Orleans
OHIO Cincinnati Columbus Westlake
CALIFORNIA Berkeley Burbank Costa Mesa Fresno Irvine Los Angeles (2) Newport Beach Pasadena Rancho Cucamonga Sacramento San Diego San Francisco San Jose San Luis Obispo Santa Barbara Santa Cruz Santa Monica Simi Valley Studio City Thousand Oaks Torrance Walnut Creek MASSACHUSETTS
Boston (2) Cambridge
OREGON Portland Tigard
COLORADO Boulder Denver Lone Tree
MARYLAND Baltimore
PENNSYLVANIA Ardmore King Of Prussia Philadelphia (2) Pittsburgh
CONNECTICUT New Haven
DISTRICT OF COLUMBIA Washington (2)
MICHIGAN Ann Arbor East Lansing Troy
RHODE ISLAND Providence
WISCONSIN Madison
Advertising Plan Book: Jordyn Taylor, Inc.
20
Work Cited
“CITY Magazine Description” 2007. Standard Rate and Data Services
Media Solutions. December 15, 2007. <http://www.srds.com/portal/main?action=MainFrameset>.
“Company Profile.” 2007. Urban Outfitters, Inc., 04 December, 2007. <http://www.http://urbanoutfittersinc.com/profile/index.jsp>.
“Facebook’s Advertising Rate Cards Unveiled” Mashable – Social Networking News. December 14, 2007. <http://mashable.com/2007/07/30/facebook-rate-cards/>.
“IN STYLE Magazine Description” 2007. Standard Rate and Data Services Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>.
“NYLON Magazine Description” 2007. Standard Rate and Data Service Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>.
“SPIN Magazine Description” 2007. Standard Rate and Data Services Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>.
“STYLEWATCH Magazine Description”2007. Standard Rate and Data Services Media Solutions. December 14, 2007. <http://www.srds.com/portal/main?action=MainFrameset>.
“Urban Outfitters, Inc.” International Directory of Company Histories, Vol. 74. St. James Press, 2006. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group. 2007. <http://galenet.galegroup.com/servlet/BCRC>.