BlueprintDirect Marketing Campaign

Joshua Hartson, Erica Mason, Audrey Fortin, Mustapha Makri

The Brief• 18-35 target

• Drive traffic Monday-Wednesday

• Couples

• Budget

• Incorporating event

• Original concept

The List• Developed exclusively for local business professionals

• Target demographic, both males and females aged 18-35

• Fashion forward, urban style, but also enjoy casual fashion

• A discount will give an exclusive feeling

• List was compiled by utilizing previously established business contacts

• Prospects agreed to complete the survey; therefore, they have shown interest

The Metrics• Offer is 20% after a purchase of $75 and more • Assuming redemption rate is 40% (ten redemptions)• Final price after the discount would be $57.69• Offer generated revenue will be: 57.69x10= $576.9• Assuming extra item is purchased with a $50 average each • Then the total generated revenue will be: (50x10)+576.9= 500+576.9= $1076.9• Based on the above:

-total generated revenue is $1076.90-campaign expenses are currently unknown-if $100 is spent on printing/packaging, $200 prize, and $50 miscellaneous for a total of $350 in expenses-ROI (revenue - expenses) which is $1076.90-$350=$726.90

The Channel• Direct marketing piece will be delivered by hand

• Database of young business professionals working in the downtown Kingston area

• Easier to ensure correct location

• Gives a personal flare, “special feeling”

• Mail piece will not get damaged in its travels

The Timeline• Starting Tuesday April 2nd 2013

• Campaign will run for the remainder of the month

• Draw will be on Friday April 25th 2013

The Requirements• Staff needs to know promotion, terms, conditions

• Staff must be aware of 20% discount to customers with contest business card

• Draw must take place on the last day of campaign

• A member of JEAM needs to be contacted to deliver the winner the prize

• Customers who redeem briefcase is to then fill out the business card to enter contest and receive discount

The Blueprint - Front

The Blueprint - Back

Thank You