Make it Yours

Mariana Espiritu

Melissa Warren

Liza Pugsley

Davis Hilton

So Hyun Lee

2Table of Contents

p. 3 Executive Summary

p. 4 Situational Analysis

p. 7 Advertising Plan

p. 10 Advertising Strategy

p. 14 Creative Plan

p. 16 Media Plan

p. 22 IMC

3Our objective is to stay loyal to our brand ambassadors, while opening the market to reach new consumers. We will show the uniqueness of each Herschel backpack and demonstrate how it will increase the consumers overall confidence and style. We introduceE our Make It Yours campaign, because a backpack should show off the individual. Our campaign will increase awareness of Herschel, while helping the consumer understand exactly how they can personalize their backpacks. This campaign will be targeted towards 18-25 year olds with various interests. To promote our campaign, we created a contest with corSesponding app, that will allow our audience to design their own backpack with a template. The winner will receive their own personalized backpack. Our campaign will focus on POMJOF advertising, mainly through music streaming websites to diversify our audience.

Executive Summary

4Category and Brand backgroundHerschel Supply Co. has taken its rightful place as a major competitor in the backpack industry. Founded in 2009 by brothers Lyndon and Jamie Cormack, Herschel was named in tribute to past generations of their family who lived in a small town: Herschel, Saskatchewan, Canada.

Herschel Supply Co. features high quality backpacks, bags, travel goods, and accessories. Over the past six years, they have expanded from a small startup company to a brand known worldwide. Their bags are now featured in many retail stores that are carefully selected . Herschel has separated their product lines to appeal to many diverse groups, without alienating their pioneers.

Herschel has taken a strong approach to advertising, emphasizing the importance of their target market. They have recognized the popularity of traveling, creating their #WellTraveled campaign through Instagram. Herschel harnesses the effectiveness of social media, advertising almost completely online. This powerful approach is the success of their company.

Situation Analysis

5The brand resembles the town whose name it carries; it is unique, shows traditional values, and appeals to the people who do not want to be mainstream. The Cormack

brothers sought to create something that allowed consumers to feel like they discovered the brand. Each backpack carries vintage qualities, but incorporates a modern touch.

Herschel boasts a backpack that is functional in design, and fashionable in style. Herschel carries the balance of keeping their target market while still reaching a mass audience.

SWOT Analysis

STRENGTHS Advertising through the social media Highly engaged community Stylish Affordable Durable Relations with other profitable companies

WEAKNESSES Lean marketing team Similar advertising campaign Repetitious advertising Limited accessibility to target market

OPPORTUNITIES Going abroad Advertising through other mediums Giveaways through social media sites Customization

THREATS Competing brands with similar styles Hipster trend going out of style

Brand Evaluation

6Young adults are unaware of what Herschel has to offer, namely their affordable line of durable fashion backpacks that suit everyones needs.

Problem Statement

7Advertising ObjectiveOur objective is to continue to appeal to our brand ambassadors, but open up the market to new customers. We will use new mediums and techniques to reach audiences that havent previously been aware of Herschel.

Advertising Plan

Herschel backpacks are fine quality and detailed. They are specifically targeted toward adventurers and travelers, who believe their backpack will endure a variety of activities. We intend to inform our market how individualized and unique each of our backpacks are. We want to show our target market what a Herschel backpack can do for them and how it can improve their own confidence with trendsetting style.

Product Position

8Target Market Analysis

DEMOGRAPHICSYoung adults ages 18-25

PSYCHOGRAPHICS:Individuals want to stand out in their appearance. These explorers value style, setting the trends, and looking good. Herschel users want to be fashionable without spending a fortune. They indulge themselves in fine detail and quality, which Herschel backpacks exhibit. These people are seeking adventure in their everyday choices.

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BUYING BEHAVIOR:Herschel backpacks are more expensive than a typical bag. College students are therefore thoughtful about their purchase and will use the backpack for a long period of time. They buy because they feel like the brand is their very own, different from the crowd. Nine out of ten consumers will continue to invest in Herschel products.

GEOGRAPHICS:Colleges nationwide

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Competitive Summary

Direct Competitor(s): The direct competitors of Herschel are Fjallraven, Cotopaxi, Patagonia, The North Face, DaKine, Eastpak, Ogio, and Kipling. Most of these brands have rucksacks that are similar to Herschels design.

Indirect Competitors:Retailers such as H&M, Forever 21, JCPenney, Nike, Adidas, Target and Walmart carry backpacks that are cheaper and somewhat similar to a Herschel design, but backpacks lack quality materials.

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For classy trail blazers in search of a unique style, Herschel provides functional backpacks, with USFOETFUUJOH design that

amps their personal confidence and swagger.

Strategy Statement

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ResearchBrand Insights: Herschel avoids mass advertising because they want their target market to feel like theydiscovered the brand on their own Herschel has used social media in an extremely positive way to promote their brand Herschel tries to sell adventure, and the feeling that you can really do anything and goanywhere you want Worldwide specific audience

Consumer Insights: Typically become brand loyal Put a lot of consideration into purchases Typically have an education or in the process of obtaining one

What do customers want in a backpack?

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With a Herschel I...

Who owns a Herschel Backpack?ResearchBrand Insights: Herschel avoids mass advertising because they want their target market to feel like they discovered the brand on their own Herschel has used social media in an extremely positive way to promote their brand Herschel tries to sell adventure, and the feeling that you can really do anything and go anywhere you want Worldwide specific audience

Consumer Insights: Typically become brand loyal Put a lot of consideration into purchases Typically have an education or in the process of obtaining one

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Creative PlanCreative Strategy

This campaign is to show the unique style of Herschel backpacks and demonstrate how they will amp the consumers own confidence. That strategy lead to the creation of Make it Yours. This slogan will change the mindset of consumers, bringing them to the realization that Herschel can be theirs. It will prove that Herschel backpacks are not just for the select few. Through built advertising, the campaign concentrates on Herschels ability to provide swagger and confidence to potential buyers. The struggle to find a backpack that truly defines you has been eliminated through Herschel.

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Creative Executions

SUBWAYS AND BUS STATIONS are ideal places to put ads for Herschel. The posters will display #MakeitYours with an icon for people to search the hashtag on Facebook, Instagram, Twitter, and other social media websites. There will be a QR code next to the ad, which will lead consumers to the app store, to download the Make It Yours app. These will be

distributed across the country in different locations.

ONLINE ADVERTISING is our biggest investment for the campaign. Herschel has done a wonderful job of doing word of mouth campaigns through social media websites. Although those are wonderful ways to promote Herschel, we are going to branch out on the web and produce advertisements on online radio stations such as Pandora and Spotify in order to reach our target audience.

PROMOTIONAL advertising will be done through a creative app that will allow users to design their own backpack and submit the design as an

entry. There will be a QR code that allows users to find the website and app on their smart phones. We are also going to buy a promotional hashtag space on Twitter for the #MakeitYours campaign. This campaign will run

between July and August prior to the start of the school year. Make it Yours App

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Out-of-home$1,500,000

Bus stations and subways

nationwide

Media StrategyThe media strategies used for the Make it Yours campaign will mainly occur through online advertising. Our objective is to continue reaching our target audience on social media websites, but with a creative twist. By advertising to music websites such as Pandora, Spotify, and Soundcloud, we will be able to reach our target audience. Our campaign will also be broadcasted on YouTube and our hashtag #MakeitYours will be promoted on Twitter.

Media Plan

$500,000

$500,000

$1,000,000

Online$5,000,000

Oth

er: $

1,0

00

,00

0

$2,000,000

Broadcasting$2,000,000YouTube $1,500,000University BookStores $500,000

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Out-of-home$1,500,000

Bus stations and subways

nationwide

ScheduleJanuary -

#MakeitYours campaign begins, Out-of-Home (Year) April -

Pandora ad (Month), Twitter (First Week) May -

Spotify and Soundcloud ads (Month) June -

July -Pandora ad (Month), Magazine (Month)

August - Pandora ad (Month), YouTube (Month)

September - Twitter Ad (First Week)

December - Spotify and Sound cloud ads (Month) End of Campaign

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PandoraPandora is an ideal website for online

advertising. Herschel will still be advertising

without becoming mainstream. Herschel

will make a custom playlist with a backgrounds that advertise the #MakeitYours campaign. There will be ad banners on the website to display examples of our

individualized backpacks.

SpotifySpotify offers seven different ad formats: audio ads, display ads, billboard ads, homepage takeovers, branded playlists, lightbox, and an advertiser page. Each one of these ads will aid the campaign for Herschel because the demographics of Spotify users fit under the demographics of Herschel. Spotify is fairly new and extremely popular, which appeals to young adults. Its service reaches 60 million users. We want the spotify user to feel like their new Herschel backpack will be as personal as their playlist.

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Video Spot

People with Herschel bags spend their Saturday relaxing by a

quiet lake.

A college student who carries a Herschel walks on school

campus.

A young woman hikes into a lush, green forest, a Herschel

backpack on her back.

A happy woman smiles with her Herschel bag on the beach.

The Herschel logo appears with Make it Yours featured as the

slogan.

Two friends travel on a serene, beaten path with their Herschel

backpacks.

Make it Yours

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Print$100,000

$50,000 per Magazine

Camping is my t

hing.

Im a designer, an

d the mountains

inspire me in my c

reative work.

Im Autumn.

#MakeItYours

Tone and Manner of Advertisements Herschel advertisements are sleek, clean, simple, modern, innovative, and appeal to the trendsetters. Ads will be positioned to make the viewer believe they discovered the brand. It will appeal to adventurous personalities with a stylish look. The strategy will come to life by using unique approaches such as allowing consumers to design their own personalized backpack. We will give the campaign an adventurous feel, to help the users feel like they may find adventure anywhere with a Herschel on their back. Ad positioning is the key to success.

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Camping is my thing. Im a designer, and the mountains inspire me in my creative work.

Im Autumn.

#MakeItYours

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Sales PromotionOur promotion is a contest that will allow users to design their own

backpack on a template. The template will be found on Herschels Make it Yours App, where users can design their dream backpack.

This design will be submitted to Herschel when shared through social media sites, with the hashtag #MakeitYours. The winner of

this contest will have their designed backpack manufactured and given to them. Runner ups will receive a Herschel

backpack of their choice. The key to this promotion is for designers to use the hashtag and spread the

campaign, making it a popular event through social media. This will draw in the target audience and help

people feel like they discovered Herschel on their own.

Promotional Website

$1,500,000

App Creation

$1,500,000

Integrated Market Communication

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Make it Yours App

App$500,000

Market Communication

We will buy cellphone banner ads to promote the #MakeitYours app for other free apps, such as Pandora, Spotify, and

Soundcloud which will help raise awareness of our campaign.

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