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Bianca Wade

Jasmine Gladden

Jkeyah Irby

Campaign Plan

Background

Freestyle Clothing Boutique is a local based online boutique that specializes in custom clothing and accessories for both the average gentleman to the sassy and classy woman. The boutique caters to the uniqueness of an individual’s freedom to express style. Freestyle was started in 2010 by two young college students: Bianca Wade and Jenay Hill, who felt the need to express their individuality through fashion and music. The duo creatively concocted the idea of an online boutique that caters to both. Freestyle is based out of Baltimore and Chicago. All garments are handmade and customized to each customers liking to bring creativity and individualism to everyday style. Freestyle Boutique not only caters to one’s individual style but their also active in giving back to the community; a portion of profits are donated to local charities in both the Chicago and Washington DC area. Along with their online store, Freestyle Boutique has a unique blog that is current with events surrounding fashion, politics, entertainment and music. Freestyle has a conjoined website called “FaShoDoe Music” was features local concerts and rising artists, which is ran by co-founder Jenay Hill and interns.

Unlike most boutiques that focus on one specific audience, Freestyle offers a little bit of everything to everyone. The main objective of Freestyle boutique is to offer unique merchandise to their customers; they began by making custom unisex bow-ties which eventually spread to outerwear, denim and accessories. Research has shown that personal income and fashion trends drive demand for clothing, so the boutique main goal was to make high end customized clothing affordable for college students and young fashionable adults. Freestyle adds that touch of personal service by communicating one on one with their customers with the designing process of the constructing the garments. Compared to large companies can offer wide selections of clothing and have advantages in purchasing, distribution, and marketing, Freestyle can compete by providing superior customer service.

Being a local based boutique, Freestyle uses both social and print media to advertise business. With the use of the twitter, Facebook, and their blog, they keep customers updated on the progress of Freestyle Boutique and new products added to the store. Freestyle also does

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vending at local events in the DC area, which gives them a chance to meet and talk with customers.

Situation Analysis

The current situation is that Freestyle is an online boutique that many consumers are not aware of. With so many great things to offer, Freestyle still suffers because the boutique does not have a physical location that people can go to. It is tough to appeal to audiences that are not online shoppers. However, with so many different social media outlets it is very possible to get the attention of those who are more open to the online shopping idea. Developing ideas for people to use the blog on the site will expose them to the areas that will increase profit for the company.

With the garments all being handmade, it has to be a faster production of materials for consumers. Without the fast production for customers, it begins to decrease the amount of online shopping on the website. If people realize that new items are only being posted every so often, then they will only come to view the online boutique when they think new items are there. Introducing sneak peeks, previews, and feedback from the consumers will allow the boutique to receive frequent circulation. This will begin to bring awareness and increase the profit that the organization will benefit from.

Core Problem/Opportunity

Because key publics are not receiving adequate exposure to the online boutique, there is a possibility that interest will be lost and the boutique will not reach its full potential. Therefore we will carry out a campaign that will increase publicity, clientele and revenue.

Publics

1. Fashion Forward Individuals:

Current Relationship: Fashion forward individuals dare to be different. They step out of the box and love to separate their fashions from those that they surround themselves with. What better way to do this then to shop for creative one of kind handmade garments.

Demographics: The company targets individuals who are fashion forward but working on a budget and looking for customized garments also our online boutique allows customers from all over to have access to the product.

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Self-Interest: Consumers who sleep, eat and breathe fashion can kill two birds with one stone. The boutique allows them to view blogs on all of the up and coming hot fashions and trends while also offering the option of ordering terrific merchandise.

Influentials: Many different stylish fashionistas who are featured on the blog are the influential to this audience.

Opinion Leaders: Many are celebrities, models, or people who have become very popular through social media because of their stylish ways.

2. Trendy College Students:

Current Relationship: Who says that average college student with limited funds cannot be trendy. College is an important and exciting time in every young person’s life however; attending college is expensive which causes a major cut back on frivolous spending.

Demographics: Luckily, Freestyle boutique offers the best of both worlds; unique handmade clothing at cheap affordable prices for the average college student and their budget.

Self-Interest: Not only does the boutique sell clothes but Freestyle has an online blog that specializes in current fashion trends, events, art and music. The blog also supplies readers with information on where to purchase specific items and shows customer reviews and pictures in our products.

Influentials: Fashion icons, designers, stylists and fashion blogs are all influences that impact trendy college students fashion purchases and sense of style.

Opinion Leaders: Many are celebrities, models, or people who have become very popular through social media because of their stylish ways.

3. Buyers & Merchandisers:

Current Relationship: The current relationship with buyers & merchandisers is a work in progress. The company is currently working on building a strong relationship with larger stores and companies to broaden the company’s clientele.

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Demographics: To reach a wider demographic, Product Buyers and Merchandisers is a specific public to target. Working with buyers would allow the boutique to sell merchandise to larger stores and companies and build relationships with other local thriving businesses.

Self- Interest: Building a strong relationship with potential buyers & merchandisers allows consumers to purchase wide variety merchandise and try on the products in store.

Influentials: Many different stylish fashionistas who are featured on the blog are the influential to this audience.

Opinion Leaders: Many are celebrities, models, or people who have become very popular through social media because of their stylish ways.

4. Fashion Bloggers

Current Relationship: The current relationship with fashion bloggers is a strong and impacting one. Fashion Bloggers help familiarize potential clientele and customers with the company's products as well as publicity advantages.

Demographics: To reach a wider demographics with fashion bloggers, the company targets computer savvy individuals that constantly looking for the next fashion trend. Fashion Bloggers help reach

S.W.O.T. Analysis

Strengths Weakness•Online boutique

•A lot of innovative clothing you cannot get elsewhere

•Brands to all body types

•Reasonable prices

•You wouldn’t be able to try the merchandise on.

•Shipping fees

•Not much of a selection to choose from

Opportunities Threats

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•The blog gets major followers, increasing sales and exposure.

•Easier promotion by posting the website link on social networks. i.e. twitter, facebook, pinterest

•Well known Online boutique competitors i.e. bakers, forever 21, Lands end

•In-store competitors always offer special sales

•Slow sales

•Website glitches

•Long URL. Not easy to locate.

Goals & Objectives

Goal 1: to collaborate with other local up and coming brands and clothing lines.

Objective 1: to research the locally known raising boutiques in the area.

Objective 2: survey customers to see the most popular boutique or clothing line for the season.

Objective 3: meet with designers and collectively design a few products that incorporate both

designers

Objective 4: meet with buyers and owners to organize store displays and merchandise that is to

be sold. This allows both brands to properly advertise and publicize.

Goal 2: Reach a wider demographic with the consumer audience as well as bring more publicity to the boutique to increase sales and clientele.

Objective 1: Directly reach a wider consumer audience by expanding the product line which would allow growth within the boutique.

Objective 2: Update social media sites with a consistent routine to keep customers aware of the new products, special promotions and company news.

Objective 3: Organize “meet and greets” with company and customers to allow the opportunity to speak with clientele one-on-one to get customer feedback, reviews and suggestions.

Objective 4: Create a student ambassador/internship program that would allow college students to contribute fashion and/or music related articles about their local universities to the online blog.

Goal 3: to increase product variety and availability.

Objective 1: Working closely with other buyers and merchandisers allows the products to be

more accessible to customers

Objective 2: updates and upgrades to the online store allows customers to purchase and preview

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merchandise at a quicker rate

Objective 3: attend open fashion venting events that allow customers to personally meet with

designers and while as physically examine and try on products.

Objective 4: increase product line to increase the variety in merchandise for customers and

clients.

Goal 4: effectively and accurately keep track of statistical data that allows the company to see their profits and losses; also help identify areas in which the company must improve.

Objective 1: monitor the amount of traffic and hits the online store receives on a daily, weekly

and monthly basis; allows the company to see if their communication, advertising and social

media efforts are effective.

Objective 2: use tools such as Google analysis or retail pro to keep track of profits, inventory and

revenue.

Objective 3: survey customers and clients on areas on which they suggest we improve as well as

particular requests by loyal clientele.

Objective 4: allow opportunity for customer feedback

Strategies & Tactics

In order to reach our goals and objectives, we must implement the following:

Trendy college students:Strategy: During campaign relaunch, reassure that the company's main focus is to remain affordable yet high end and unique.

Tactic 1: offer specific discounts and promotions directed strictly to college studentsTactic 2: select students to be campus ambassadors; students will be a product ambassador to the company giving out samples and promoting the boutique.Tactic 3: use social networking to communicate more efficiently with the "trendy college student" audience.Tactic 4: keep pricey affordable for all budgets

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Buyers and merchandisers:Strategy: to work closely with fashion buyers and merchandisers in order to get the products distributed quicker and to a wider audience.Tactics 1: research local as well as chain retail company's that distribute urban clothing.Tactics 2: vending at local fashion events allows the company to network with buyers who are interested in products for their store.Tactics 3: offer collaborations with other designers from other locations and stores; this allows the product to spark the interest of current and prospective customers and clientele.Tactics 4: participation in fashion shows allow buyers and merchandisers get a preview of the company's products.

Fashion Forward IndividualsStrategy: offer the latest in the fashion trends at affordable  prices.Tactic 1: compose a newsletter and mailing list to keep our loyal and faithful customers and clientele updated on our weekly promotions and sales.Tactic 2: constantly update blog with latest fashion news and trendsTactic 3: provide special offers to exclusive customers am clienteleTactic 4: provide face to face interaction with designers to offer that individuality to each custom product to fit the customers needs

Fashion BloggersStrategy: Keep fashion bloggers in the inner loop of the company updates and events.Tactics 1: compose a newsletter and mailing list to keep our loyal and faithful customers and clientele updated on our weekly promotions and sales.Tactics 2: sponsor exclusive events for fashion blogs that allow they to preview the latest products and designs before the general public.

Campaign Budget

Detail Per Item Cost Total Projected Sponsor Actual projected

Key Public

Fashion Forward Individuals

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Social Media Facebook, Twitter, Instagram etc.

$0.00 $0.00 $0.00 $0.00

Social Media Tracking

Google Analytics $0.00 $0.00 $0.00 $0.00

Launch Party 60 people, dj, finger foods, drinks, models.

$800.00 $800.00 $0.00 $800.00

Subtotal $800.00 $800.00 $0.00 $800.00

Key Public

Trendy College Students

Social Media Facebook, Twitter, Instagram etc.

$0.00 $0.00 $0.00 $0.00

Social Media Tracking

Google Analytics $0.00 $0.00 $0.00 $0.00

Web Designer College Intern $250.00 $250.00 $0.00

Website upkeep College Intern/ Owners $250.00 $250.00 $0.00

Launch Party 60 people, dj, finger foods, drinks, models.

$800.00 $800.00 $0.00 $800.00

Subtotal $0.00 $250.00 $250.00 $0.00

Key Public

Buyers and merchandisers

Business cards 500 @ .59/ea $29.95 $29.95 $0.00 $29.95

Vending Fees Fashion Events $300.00 $300.00 $0.00 $300.00

Subtotal $329.95 $329.95 $0.00 $329.95

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Key Public

Fashion bloggers

Social Media Facebook, Twitter, Instagram etc.

$0.00 $0.00 $0.00 $0.00

Launch Party 60 people, dj, finger foods, drinks, models.

$800.00 $800.00 $0.00 $800.00

Subtotal $0.00 $0.00 $0.00 $0.00

Total Cost $1,129.95 $1,129.95 $250.00 $879.95

Campaign Calendar

November December January February March

Key Public

Fashion Forward Individuals

Wk 1

Wk 2

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Wk 4

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Wk 3

Wk 4

Wk 1

Wk 2

Wk 3

Wk 4

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Strategy Offer the latest in the fashion trends at affordable prices.

x-- --- --- --- --- --- ---- ---- ---- ---- ---- ---- ---- ---- ---- ---- --- -X

Tactic Compose a newsletter and mailing list.

X X X X

Constantly update blog with latest fashion news and trends.

X-- ---- ----- ---- ---- ---- --- --- --- ---- ---- ---- ---- ---- ---- ---- --- --X

Provide special offers to exclusive customers & clientele.

X X X X X

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Provide face to face interaction with designers.

X-- --- ---- ---- ---- ---- --- --- --- ---- ---- --X

Key Public

Trendy College Students

Strategy During campaign re-launch, reassure that the company's main focus is to remain affordable yet high end and unique.

Tactic Offer specific discounts and promotions directed strictly to college students.

X X X X

Select students to be campus ambassadors.

X-- --- ---- ---- ---- ---- ---- --- ---- --- --- ---- ---- ---- ---- --- ---- --- -- X

Use social networking to communicate.

X-- --- ---- ---- ---- ---- ---- --- ---- --- --- ---- ---- ---- ---- --- ---- --- -- X

Keep pricey affordable for all budgets.

X-- --- ---- ---- ---- ---- ---- --- ---- --- --- ---- ---- ---- ---- --- ---- --- -- X

Key Public

Buyers and merchandisers

Strategy Work closely with fashion buyers and merchandisers

Tactic Research companies that distribute urban clothing

X-- --- --- ---- ---- ---- ---- ---- ---- ---- --X

Vending at local fashion events

X-- --- ---- ---- ---- ---- ---- --X

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Offer collaborations with other designers

X-- ---- ---- ---- ---- ---- ---- ---- --X

Participation in fashion shows

X-- --- ---- ---- ---- ---- ---- --X

Key Public

Fashion Bloggers

Strategy Keep fashion bloggers in the inner loop of the company updates and events

Tactic compose a newsletter and mailing list

X X X X

Sponsor exclusive events for fashion blogs

X-- --- --- --X

Supply bloggers with promotional material

X-- ---- ---- ---- ---- ---- ---- ---- ---- --- --- ---- ---- ---- ---- X

Stay in tune with the constant change in social media and blogging

X-- ---- ---- ---- ---- ---- ---- ---- ---- ---- ---- --- --- --- ---- ---- ---- ---- ---- X