Post on 10-Jan-2016
description
Kasim Ali Threads Clothing
Objectives
To help drive public engagement with the Threads website to help the process of “fusing” online and offline retail spaces.
To change current opinions on how shopping should be done so that the customers embrace and utilises Threads new model, in an attempt to raise awareness of the different ways to shop at Threads.
To position Threads as affordable fashion. To help drive public engagement with the Threads Brand to
increase interest both in store and online To promote data capture. To promote the use and creation of UGC(user generated
content). To use Threads In store to promote the website.
Target Audience
16-30 year olds including but not limited to;
Fashion conscious youth Students Young Professionals Audience research was conducted
using the “Ofcom Communications Market Report 2013 (August)”.
Key Message
“Get the Threads” “Got the Threads”
Methods: Loyalty App
Available on both smart phones and tablets.
Works with website and social media enables you to link accounts.
Scan able Loyalty card. Points System Achievement System Customer Image
Loyalty App
Registration to threads will be necessary to purchase.
It promotes data capture in an indirect way
The app allows Threads to send push notifications and offers to customers who haven’t opted out
Loyalty App
Unless customers opt out their details will be available for use of “partners” to contact them.
On every page of the app there will share button
The app can be used as a “second screen” type experience
Social media Plug-ins
Social media plug-ins will be added to the website to allow sharing of Threads clothes and purchases.
Posts onto Social media pages avatars(Threads 3d image of customer) with the key message “Got The Threads”.
Works in conjunction with the app through achievements and at the same time raising the brand awareness.
Double Parallax Bus Stop Posters
Would demonstrate Threads new shopping models in a variety of ways
Would feature Logo, Local Store and Website
“3D advertising increases sales, increases retention, attracts consumers and increases consumer foot traffic”.
In Store Pods
Will encourage use of website Will allow staff to register public to the
website Will allow fusing of offline and online retail
spaces. Also a second screen experience Will allow for real time feedback Will post Location alerts Allows for further sales opportunities and
customer satisfaction
Launch Weekend
Home Cities Big Screen display Pricing Displayed Members of Public will be able to
interact Will demonstrate “threads” model and
website in action
Pricing Points
No £ signs Always end in .99 unless it is a sale
item. Just will be used on all promotional
pieces.
Online video Campaign
Will Explain “Threads” Models Will cater for both Genders Brand Ambassadors YouTube, Facebook and other Social
Media Direct link to website Work Experience Opportunities
Threads Ambassador Search
Works Using Plug-in Participants will be measured against
likes, favourites, referrals and click throughs that generate revenue.
Top 50 will be shortlisted to pick final 10
Final 10 will be from a range of backgrounds
Anyone over 16
Extra Ambassador Search Benefits
Promotes UGC Promotes all platforms Ethical fashion provider Promoting home grown talent
Store Launch Event
To capitalise on launch weekend event Great not only for concession but host
store. Will only occur in either House Of
Fraser or Selfridges Create a feeling
“Threads” ARG
ARG (alternate reality game) Combines mythology with modern
science Trans Media Taste Makers Rabbit Hole Final clues through purchases only
Freshers Fair
Home Cities. Portable pods. Discount Vouchers. Free pens, lanyards and phone cases.
Perfect Partners
£5 Offered at till point or before checking
out online. Allows attach opportunity. Always changing
TV Show Sponsorship
Primetime Television Show Will allow for ads before, during and
after show. Online platforms Helps Threads become a household
name.
3 for 2
3 for 2 will be on a selection of products
Cheapest Item free Variety
Loyalty Lock Up
After normal trading hours Live music 15% discount One concession per city One every 3 months.
Threads Game App
Amalgamation of Snake and Flappy Birds.
Free app Raise brand Awareness Each level will unlock clothing items for
avatars. Allow for direct marketing
Research and Development
Product Placement Pricing Packaging Training
Staff Positioning
At the door Queue running Shop Floor Managers
Month Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15
Task
Loyalty "Threads" App
Social Media Plug-ins
Double Parallax Posters
In-store Pods
Launch weekend Event
Launch In-store Party
Online Video Campaign
Ambassador Search
Threads ARG
Freshers Fair
Perfect Partners
Tv Show Sponsorship
3 for 2
Loyalty Lock Up
Threads Game App
Research and Development
Packaging
Work that needs to be commissioned
outside of actual campaign
Press Release and start of
Campaign
Action Taking place
Timing
Threads App: To be commissioned outside of the actual campaign but can still be facilitated within the budget. Once the app is released it will run continuously.
Social Media Plug-ins: To be commissioned outside of actual campaign. Once implemented the Plug-ins will run continuously.
Double Parallax Posters: September to the end of October.
Timing
In-store Pods: Once the pods are in place they will remain in store indefinitely.
Launch weekend event: This will occur over the initial weekend.
Launch In-store Party: The Threads in-store party will be on launch day only.
Timing
Online Video Campaign: Will be announced at launch to encourage participants in the brand ambassador competition. Videos will start being recorded in October after the first few brand ambassadors are chosen. Videos will continue to be recorded until the end of November as more brand ambassadors are chosen. On completion of the first video at the end of October the videos will be pushed online until the New Year.
Timing
Ambassador search: The ambassador search will be announced on launch of the brand at both launch events. The first ambassadors will be chosen in October and will continue to be chosen through until mid November. However people can still move up and down the list depending on content created, likes and click throughs.
Timing
Threads ARG:September to January
Freshers Fair:September
Perfect Partners:Will run continuously
TV Show sponsorship:For 6 months or one season.
Timing
3 for 2:Will run continuously
Loyalty Lock Up:Three within campaign. September, December and March
Game App:Will be commissioned before hand and then run continuously
Timing
Research and Development:Will be commissioned before campaign and run until the end of the campaign.
Media Opportunities
Press releases Specialist and Local outlets Work Experience Technology Brand Ambassadors Launch events
Budget
Allowance - £5,000,000 Total budget used – £4,200,000 Contingency Fund - £800,000
Evaluation techniques
First Review. In-store footfall will be compared to
sign ups online. Press coverage. Monthly review.
Evaluation Techniques
The following objectives will be made more specific an quantifiable;
To help drive public engagement with the Threads website to help the process of “fusing” online and offline retail spaces.
To change current opinions on how shopping should be done so that the customers embrace and utilise Threads new model, in an attempt to raise awareness of the different ways to shop at Threads.
To help drive public engagement with the Threads Brand to increase interest both in store and online
To use Threads In store to promote the website.
Evaluation Techniques
Plug-ins to aid in measurement of referrals, click throughs, likes, shares, UGC and mentions.
Web traffic will use cookies along with the plug-ins. This will be correlated with footfall in-store to measure conversion.
Data capture will be evaluated by cross referencing website and app accounts with contact that can actually be made.
Evaluation Techniques
KPI’s (Key Performance Indicators):› Attach› Conversion› Loyalty› Transaction Value› Click and Collect
Evaluation
The final objective; To position Threads as affordable fashion.
Will be measured through an online survey at 4 months using the website and app.