KENDRA SCOTTHOLIDAY PROMOTION

2016VIDA:Grace Dominique, Karlie Lucas, Kathryn McDonald, Will Viehman

BACKGROUND & POSITIONING

Kendra Scott Design, Inc. started in 2002

First store opened in 2012 Headquartered in Austin, TX

55 store locations nationally & growing Over $160M in sales

in 2015

Low Price

High Price

Fine Jewelry

Fashion Jewelry

MEDIA MIX

Social Media

Website

E-mailCatalo

g Drop

- Strategically chosen media mix based on family target market (females)

- Email promotion because it is targeted, cost effective, measurable and increases brand awareness

- Social media to increase brand exposure and attract younger generation

- Owned media such as the Kendra Scott website will be important in relaying information regarding deals, coupons, promotions

- Kendra Scott’s unique catalog will play an important role as well. It is interactive, nicely printed, and easily shows how to utilize the jewelry

BUDGET

Events; $80,000

Wholesale Promo-tion; $40,000Google AdWords; $40,000

Decorations; $30,000

Instagram Ads; $30,000

Facebook Ads; $20,000

Blogger Partnerships; $10,000

Paid MediaGoogle AdwordsBlogger PartnershipsFacebook Promoted PostsInstagram AdvertisementsPromotional EventsWholesale

PromotionIn-Store Decorations

CALENDAR/TIMELINEBlogger Partnership

s

Social Media AdsWholesale Promotion

Weekly Discounts

BOGO Events