Proenza Schouler 6-Month Social Media Plan

6-MONTH SOCIAL MEDIA CAMPAIGN

KRISTEN HENDY JESSICA MCBAIN SIBEL PATINO

Monday, March 12, 2012

BACKGROUND OF ORGANIZATION

SITUATIONAL ANALYSIS! TARGET AUDIENCE! COMMUNICATION

OBJECTIVES!

CREATIVE STRATEGY & EXECUTION!

MEDIA STRATEGY & MARKETING

BUDGET!

CAMPAIGN EVALUATION!

• Co-founded in 2002 by designers Jack McCollough and Lazaro Hernandez

•Entire Parsons senior thesis bought by Barney’s - collection named after mothers’ maiden names

•Defined by fusion of craftsmanship with refined sense of ease

•Emphasis on tailoring and custom-developed fabrics

•Winner of CFDA fashion fund in 2004 and 2 time winner of Womenswear Designer of the Year

•Sold in exclusive retail outlets - Barneys, Bergdorf Gooman, Harvey Nichols

• Trademark piece = PS1 bag


BACKGROUND OF ORGANIZATION


OBJECTIVES!



BUDGET!



CURRENT MARKETING EFFORTS


OBJECTIVES!



BUDGET!


Website - www.proenzaschouler.com/


http://www.proenzaschouler.com

http://www.proenzaschouler.com



OBJECTIVES!



BUDGET!


Facebook Page - https://www.facebook.com/proenzaschouler


https://www.facebook.com/proenzaschouler

https://www.facebook.com/proenzaschouler



OBJECTIVES!



BUDGET!


Twitter Feed - @proenzaschouler




OBJECTIVES!



BUDGET!


YouTube Channel - proenzaschoulerny




OBJECTIVES!



BUDGET!


Google Plus - https://plus.google.com/114655873267655792235/posts


https://plus.google.com/114655873267655792235/posts

https://plus.google.com/114655873267655792235/posts

ANALYSIS OF COMPETITION


OBJECTIVES!



BUDGET!


MARC JACOBS:

• American high-end fashion house

•More than 200 retail stores in 60 countries

•Social Media Stats:

•Website - 14,089 daily visitors

•Facebook - 590,983 likes (5,993 talking)

•Twitter - 413,114 followers

•YouTube - 1,279 subscribers

VIKTOR & ROLF

• Amsterdam-based fashion house

•Viktor Horsting & Rolf Snoeren

•Social Media Stats:

•Website - 2,138 daily visitors

•Facebook - 23,641 likes (448 talking)

•Twitter - 35,619 followers

•YouTube - 52 subscribers


POSITIONING STRATEGY


OBJECTIVES!



BUDGET!


EXCLUSIVITY

PRICE

PROENZA SCHOULER

MARC JACOBS

VIKTOR & ROLF


TARGET AUDIENCE


OBJECTIVES!



BUDGET!


•Women age 25-39

•Above average disposable income

•Tend to live in urban areas

•Hold professional creative jobs but can dress down

•Appreciation for tailoring - clothes do the talking

“For the fashion conscious urbanista who wants an elegant product that displays her excellent taste and

distinctive fashion sense, Proenza Schouler is a premier fashion house that provides exceptional tailoring

and unequivocal style because of the timeless craftsmanship and design.“


COMMUNICATION OBJECTIVES


OBJECTIVES!



BUDGET!


1) Increase brand awareness by enhancing curiosity and

interest in Proenza Schouler’s products and its designers

2) Encourage the Proenza Schouler lifestyle by creating

sense of community that is aspirational yet approachable


GOOGLE PAID SEARCH TERMS


OBJECTIVES!



BUDGET!


•Will pay Google AdWords for specific words or phrases relating to brand:

•Misspelled terms: “proonza”, “proanza”, “schooler,” “skouler”

•“American luxury”

•“PS1”, “satchel”

•“Young designers”

•“CFDA winner”


FACEBOOK PAGE


OBJECTIVES!



BUDGET!


•Objective: develop presence in fan’s news feeds and achieve better levels of

engagement and communication

•Focus on becoming a hyper-connected Facebook friend

•Status Updates

•Discussions

•Photos of where they were

•Product

•Backstage access/social events

•Apps - Spotify

•Facebook Facelift -boost engagement the brand

•Exclusive content

•Well packaged platform expressing brand identity

•Clean

•Cool design

•Fashion-forward details


FACEBOOK PAGE


OBJECTIVES!



BUDGET!


THE LANDING PAGE:

•Maximize opportunities of engagement

•Collaboration portal > stronger brand infrastructure

•Social Plugins for website, lifestyle blog, twitter and contact page

•Customized Tabs > capture audience attention


FACEBOOK PAGE


OBJECTIVES!



BUDGET!


CONTENT:•YouTube

•Comments and feedback

•Interaction from loyal fans + surveys on product = honest environment

•Links: •Bloggers•Press releases•Other marketing efforts

•Exclusive Access - Ultimate fan experience


FACEBOOK PAGE


OBJECTIVES!



BUDGET!


THE POSTS:•Direct, short, and concise

•Relevant to fashion-seeking consumer

•Accurate timing and scheduling -

Thursdays and Sundays

•Traffic directed towards e-commerce site

•Create revenue

THE ENGAGEMENT EVENTS:•Promotional campaign tabs

•Awake interest, promote participation,

and invite newcomers to be part of

community

•Value customers through:

•Fan of the Month

•Loyalty Program


FACEBOOK PAGE


OBJECTIVES!



BUDGET!


THE PRODUCT:

•News – reminding the customers the core value

of our product

•Release of look books each season

•Editorial credits from magazines

•Newspapers/other bloggers

•Testimonials promoting positive thinking

•New structure that will allow the customer to

purchase items through our page as they browse

through the look books

•F-commerce


DESIGNER TWITTER FEEDS


OBJECTIVES!



BUDGET!


•Introduces previously private designers to customers

•Provides initial glimpse into personal lives of designers

•Individual voices are distinct and opinionated

•Create dialogue with other Twitter users - industry members and fans

•Still maintain @proenzaschouler feed - cross promotion

•Post static ads as background for all 3 feeds

@jschouler @lproenza


LIFESTYLE BLOG - PS1 SCHOUL


OBJECTIVES!



BUDGET!


• Curated through the voices of Jack and Lazaro

•Not an authority but rather “what we like”

•Very visual - photography based

•Encompasses all interests - fashion, music, film, food, travel, etc.

•Fans can post pictures of their PS1s in “PS1 Club” album

Benefits:

•Creating a total experience

•Engages consumers

•Promotes emotional attachment to brand


LIFESTYLE BLOG - PS1 SCHOUL


OBJECTIVES!



BUDGET!


Inspiration - Club Monaco CM Culture Club


YOUTUBE MINI-DOCUMENTARY VIDEOS


OBJECTIVES!



BUDGET!


•Separate from creative mini-film projects

•3-5 minutes in length

•Follow Jack and Lazaro behind the scenes in

their hectic lives as Proenza Schouler designers

•Targeted to current fans of the brand

•1st Video: Filmed during FW 2012 Fashion

Week - aired in March

•2nd Video: Filmed leading up to 2012

Metropolitan Costume Institute Gala - aired in

May

•3rd Video: Filmed leading up to Highline

Fashion Show - aired in July

•Filmed and edited by Parsons Film student


LOOKBOOK.NU COLLABORATION


OBJECTIVES!



BUDGET!


What: Lookbook.nu x Parsons x Tommy Ton

When: MBFW F/W 2012 Fashion Week

Where: Lookbook.nu

How: Tommy Ton Street Wear Photographer

Coordinating the campaign with their Fall 2012 presentation will help align the promotional

strategies with fashion week press and will encourage more publicity from the editors and the

students who will all be encouraged to sport the Proenza Schouler denim line.




OBJECTIVES!



BUDGET!


• Tags attached to each pair of denim

• Enticing clients to join the conversation – these tags will explain the competition and the collaboration with Lookbook.nu

• Encourage clients to upload pictures of themselves in their Proenzas

• Sponsored “#”, “@”, and “Like”

• With another connection to Twitter and Facebook, shoppers will be excited to be part of the denim community and share their looks with their friends




OBJECTIVES!



BUDGET!


•Online fashion community promoting

individual style on a fashion forum

•Self-titled ‘The Collective Fashion

Consciousness’

•Global reach

•Created to stimulate creativity and inspire

other fashion forward fashionistas who build

credibility within this community

•Rated by ‘hype’ and ‘freshness’




OBJECTIVES!



BUDGET!


ADVANTAGES:

•Denim looks good on everywhere and extremely versatile

•Lookbook.nu is a GLOBAL brand

•Link to e-commerce site

•Strong linkage to other social media websites

•Images photographed by professional photographer look stunning and set the bar for street style photos

•Collaboration with Parsons encourages student involvement and publicity




OBJECTIVES!



BUDGET!


PROENZA SCHOULER DENIM LINE:

• Cool

• Edgy

• Inspired

• Accentuates any stylish wardrobe

• Nu-wave denim for 2012




OBJECTIVES!



BUDGET!


TOMMY TON FOR JAK & JILL BLOG


HIGHLINE FASHION SHOW


OBJECTIVES!



BUDGET!


WHY: To promote the Proenza Schouler’s new

spring collection of muted tones contrasted on a strong architectural environment amongst the flora and fauna of The Highline backed by a strong social media initiative.

BUDGET CONSIDERATIONS:

• Printed material

• Models

• Photographer

• Website accompaniment

• Labour promoting the event on social media platform


HIGHLINE FASHION SHOW


OBJECTIVES!



BUDGET!


TONALITY:

• Convey all key brand personality elements of the Proenza Schouler brand:

•Edgy

•Thrives off of urban energy•Sociable and approachable

•Elegant and always fashion forward

Although this line is an expensive line of excellent quality, this should not be secondary

as a communication point during the show. The clothes must be displayed in an elegant and

stylish fashion on models who seem approachable and enjoying their experience in

the Proenza Schouler clothing.


SCHEDULE


OBJECTIVES!



BUDGET!


February March April MAY JUNE JULY

GOOGLE PAID SEARCH TERMS

FACEBOOK PAGE

TWITTER FEEDS

LIFESTYLE BLOG

YOUTUBE VIDEOS

LOOKBOOK COLLABORATION

FASHION SHOW


MARKETING BUDGET


OBJECTIVES!



BUDGET!


TOOL COST

Google paid search terms $300

30 pairs of denim ($100/pair) $3,000

Promotional hangtags $50

Banner on Lookbook.nu (1 week) $800

Fashion show flyers $250

SocialBakers.com ($100/month) $600

TOTAL $5,000


CAMPAIGN EVALUATION


OBJECTIVES!



BUDGET!


ONLINE CAMPAIGN METRICS:

•Awareness of product

•Attitudes towards brand

•Understanding and engagement

•Potential purchase intent

•Determining consumers’ attitudes and behaviors concerning the social

media techniques implemented

•Serve as guidelines for future campaigns

•Understanding of possible threats and opportunities in order to take

action


CAMPAIGN EVALUATION


OBJECTIVES!



BUDGET!


Free Sources:

•Social Mention

•Same Point

•Twitter Analyzer

•Google Insights

•Google Trends

•Google Analytics


CAMPAIGN EVALUATION


OBJECTIVES!



BUDGET!


INVEST ON:

•Social Bakers

•Understand the ‘marketplace’ based on

Facebook pages

•Monitor competitors’ pages

•Identifies key influencers

•“People Talking About“

•Benchmarking feature

•Valuable insight into how consumers and

brands use Facebook

•All comes down to connectivity


QUESTIONS?


Proenza Schouler 6-Month Social Media Plan

Business

Transcript of Proenza Schouler 6-Month Social Media Plan