1

Table of Contents

Executive Summary………………………………………………………………………………………………3

Situational Analysis………………………………………………………………………………………………4

SWOT Analysis……………………………………………………………………………………………………..5

Target Audience…………………………………………………………………………………………………..6

The A’GACI Girl…………………………………………………………………………………………………….7

Facebook Analysis………………………………………………………………………………………………..8

Objectives…………………………………………………………………………………………………………….9

Strategy Statement…………………………………………………………………………………………….10

Key Messages……………………………………………………………………………………………………..11

GANTT………………………………………………………………………………………………………………..12

Media Distribution List……………………………………………………………………………………….13

Media Advisory…………………………………………………………………………………………………..14

News Releases:

Traditional News Release………………………………………………………………………….15

Online News Release………………………………………………………………………………..17

Multimedia News Release………………………………………………………………………..19

Fact Sheet…………………………………………………………………………………………………………..21

FAQ…………………………………………………………………………………………………………………….22

Bossy Posse Graphics………………………………………………………………………………………….23

2

Broadcast Video News Release………………………………………………………………………….25

Broadcast Radio News Release………………………………………………………………………….26

Visuals……………………………………………………………………………………………………………….28

Social Media Strategy………………………………………………………………………………………..31

Social Media Posts…………………………………………………………………………………..32

Leader of the Bossy Posse………………………………………………………………………………….33

Message from the CEO………………………………………………………………………………………34

3

Executive Summary

Our goal is to increase brand awareness and sales through the

introduction of a new A’GACI women’s workwear line. A’GACI will

increase its sales by 150% in the 25-34 age group, called the Golden

Millennials by May 31, 2017. We want to raise awareness and sales to

this group while continuing to maintain our brand and current audience.

This will be done by hosting a fashion show debuting the line, promoting

the event and product, and other tactics, such as implementing a social

media strategy and creating press kits and contacting the media. This

plan will start August 29, 2016 and end May 31, 2017.

4

Situation Analysis

Problem facing the Client:

A’GACI has an ongoing need for product expansion and to increase

brand awareness in the Golden Millennial age group, which should

result in an increase in sales within this particular group.

5

SWOT

Strengths Weaknesses

Established brand

Some brand recognition in more

populous states

Trendy clothing

Prices are affordable

Solid website, design & content

Online shopping

History and tradition

Social media platforms

Promotions and sales

Not many locations

Virtually no presence in Midwest

No business wear

Stores can look disorganized

Market segment too wide

Quality of clothing can be better

Social media presence

Opportunities Threats

Redefining/ Expanding target

audience

No region restriction

Celebrity endorsements

Improve social media and website

Special events

Advertising/ online marketing

Competition: Charlotte Russe,

Forever21, H&M, “Instagram Stores”

Meeting sales goals

Bad store presentation/ representation

Consistency

Keeping up with trends and pop

culture

6

Target Audience

A’GACI’s current target audience is represented by teenage girls, aged 13-19, and

located in the western part of the United States. Our objective is to move from

the “teen” age range and into the “sophisticated” 20s and early 30s.

This new market segment will consist of college students, grads, young

professionals, free spirits, young entrepreneurs, working women, the girl next

door, and “Girl Bosses.” The audience’s needs will change drastically, due to the

change in lifestyle.

7

The A’GACI Girl

Primary Research: 2016 In February A’GACI conducted surveys to

determine what kind of customer is buying

from A’GACI and who is not buying…yet. The

surveys were printed at the bottom of A’GACI

receipts, the link was uploaded to the

Facebook page and sent directly to members of

the A’GACI mailing list. Participants received

20% off of their next purchase for completing

the survey.

The feedback received from these surveys

provided valuable insight needed for the

situational analysis. We discovered that

although are target consumers were within the

millennial group, after further breaking the

millennial group down, a lack of inclusion was

apparent in one of these groups. The Silver

Millennial Group (18-24 years old) mostly

expressed content with the clothing provided

and agreed the brand complimented their

lifestyles. However, the Golden Millennial

Group (25-34) felt that A’GACI did not provide

very much for women in the workforce.

Secondary Research:

Facebook Analysis Continued on next page.

My A’GACI Rewards

- Membership is FREE & easy to

join.

- Receive 1 point for every $1

spent.

- Earn a $20 Reward every 200

points.

- Get a 15% off B-Day Discount.

<>

Don’t forget to tag your look

#agacigirl

to be featured on our social media.

Follow us on:

Instagram, Facebook, Wanelo,

Twitter & Pinterest!

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Like what you see?

Complete the survey below telling

us what you think of the store to

receive

20% OFF YOUR NEXT PURCHASE

https://www.surveymonkey.com/Agacig

irl

<><>

SOLID ITEM COUNT = 3

8

9

Objectives

The ImPRessions Agency will be consulting with A’GACI LLC to assist in

achieving branding and expansion objectives. One of the company’s

goals is expand their target audience. A’GACI would like to move away

from “teen clothing” and increase sales by 150% in the 25 to 34 age

group. The company also would like to raise brand awareness and

recognition by 50%. The deadline for these objectives will be May 2017.

10

Strategy Statement

The ImPRessions Agency will promote the A’GACI brand and the new

product line by planning a fashion show, connecting and creating

content for the media and implementing the new line into their social

media campaign.

11

A’GACI Key Messages

Our Brand . . .

Our brand strives to make women feel feminine, confident, sexy

and ready to seize the day.

Our brand offers affordable women’s clothing that can be

transitional from the boardroom attire to a girl’s night out outfit.

Our brand differentiates ourselves by providing quality material

and lifestyle clothing dedicated to our guests.

12

GANTT

TIMETABLE

Tactic Feb.-July

Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar.

Research and Planning

Design Production

Contact/ Contract Vendors

Product Production

Model Call VNR/ RNR Production

Promote Fashion Show

Send Invites/ Media advisory

Design & Distribute Fliers

Distribute Media press kits

Bossy Posse Event

Promote product

13

A’GACI LLC &

THE

IMPRESSIONS

AGENCY

Bria Wells, The ImPRessions

Agency

briawells@impressions.com

555-344-6252

MEDIA DISTRIBUTION

InStyle Magazine

Editor: Christopher Cormier

Contact Information: 212.522.3682

Christopher.Cormier@timeinc.com

Specifications:

o Due date to turn in material:

December 21st

Glamour Magazine

Editor: David Posegay, Associate Publisher

Contact Information: (212) 286-4717, 1 World

Trade Center New York, NY 10007

Specifications:

o Due date to turn in material:

December 18th

San Antonio Hot 104.5 (iHeartMedia)

Stacy Beigel

Contact Information: (210) 736 9700,

stacybeigel@iheartmedia.com

WOAI, News 4 San Antonio

Contact Information: (210) 442 6300,

newsdesk@news4sanantonio.com, 4335 NW

Loop 410 San Antonio, Texas

Specifications:

o Business Hours: 8:00 AM- 5:00 PM

(Monday-Friday)

14

MEDIA ADVISORY

Tuesday, November 22, 2016

A’GACI TO HOST “BOSSY POSSE” FASHION

The clothing store’s new workwear line will make its

debut on the runway in a promotional fashion show in

January 2017.

WHAT: Fashion Show debuting new

collection

WHO: A’GACI LLC

WHEN: 6 p.m. Sunday January 1, 2017

WHERE: 12460 Network Blvd #106, San

Antonio, TX 78249

BACKGROUND: This line is for the working

millennial women, exclusively

designed by Vanity Fashion Hause

designer, B. Vain,

NOTES: Dress code strictly enforced

ABOUT A’GACI: A’GACI is a lifestyle brand created

for young fashion lovers who rock it well and march to

their own beat. Simply put, we are a brand that reflects

who you are. Our goal at A’GACI is to make you feel

sexy, feminine and confident. http://www.agacistore.com/

15

The ImPRessions Agency Traditional News Release

FOR IMMEDIATE RELEASE

November 10, 2016 Media Contacts:

Bria Wells Aaliyah Myers

The ImPRessions Agency A’GACI LLC

555-344-6252 555-512-0900

briawells@impressions.com am@agaci.com

A”GACI store to host fashion show, debut new line Bossy Posse

A new alternative women’s workwear line exclusively designed

San Antonio, Texas- A’GACI LLC is proud to announce the details for its upcoming fashion show and debut

for the new alternative workwear line, Bossy Posse. The line will feature blazers, skirts, tops, pants and

pantsuits. The line was designed to appeal to millennials and younger women in the workforce.

The show will take place at A’GACI headquarters in San Antonio, Texas in January of next year. Bossy Posse

will make its way to shelves in all A’GACI stores and online in early March 2017.

The lead designer on the clothing line is fashion designer B. Vain. Vain is notorious for incorporating

embellishments and embroidery into many of her garments and plans to do so with the Bossy Posse line

as well.

-MORE-

16

“A’ GACI, page 2

A”GACI means elegant women in Korean and the store is known for making women feel feminine and

confident through our clothing. We want to bring that grace and elegant flair to the boardroom” said B.

Vain. -

Bossy Posse will be a tribute to all working women.

“Bossy Posse is for the millennial working woman who takes fashion and style as serious as her corporate

position” said Vain.

More information on the fashion and new clothing line can be found on the A’GACI website.

About A’GACI: In 1971 the first A’GACI clothing store was opened in San Antonio by CEO and founder

John Won. A’GACI then became a “lifestyle brand [for] young fashion lovers who rock it well and march

to their own beat.” The goal became to make women feel sexy, feminine and confident through clothing.

Since 1971 the company has based its values on excellent customer service and trendy fashions. Each

piece is handpicked by expert buyers with an eye for fashion and trends. The company has expanded to

72 stores and has become an online fashion haven for all things trendy.

-###-

17

The ImPRessions Agency Online News Release

FOR IMMEDIATE RELEASE

November 10, 2016

A’GACI store to host fashion show, debut new line Bossy Posse

A new alternative women’s workwear line exclusively designed

San Antonio, Tx- A’GACI LLC is proud to announce the details for its

upcoming fashion show and debut for the new alternative

workwear line, Bossy Posse. The line will feature blazers, skirts,

tops, pants and pantsuits. The line was designed to appeal to

millennials and younger women in the workforce.

The show will take place at A’GACI headquarters in San Antonio,

Texas in January of next year. Bossy Posse will make its way to

shelves in all A’GACI stores and online in early March 2017.

The lead designer on the clothing line is fashion designer B. Vain. Vain is notorious for incorporating

embellishments and embroidery into many of her garments and plans to do so with

the Bossy Posse line as well.

“A’GACI means elegant women in Korean and the store is known for making women

feel feminine and confident through our clothing. We want to bring that grace and

elegant flair to the boardroom,” Said B. Vain

Bossy Posse will be a tribute to the working women.

“Bossy Posse is for the millennial working woman who takes fashion and

style as serious as her corporate position” said Vain.

More information on the fashion and new clothing line can be found on

the A’GACI website.

-More-

De

18

A’ GACI, page 2

About A’GACI: In 1971 the first A’GACI clothing store was opened in San Antonio by CEO and founder John

Won. A’GACI then became a “lifestyle brand [for] young fashion lovers who rock it well and march to their

own beat.” The goal became to make women feel sexy, feminine and confident through clothing. Since

1971 the company has based its values on excellent customer service and trendy fashions. Each piece is

handpicked by expert buyers with an eye for fashion and trends. The company has expanded to 72 stores

and has become an online fashion haven for all things trendy.

Media Contacts: Bria Wells, The ImPRessions Agency 555-344-6252 briawells@impressions.com

Aaliyah Myers, A’GACI LLC 555-512-0900 am@agaci.com

-###-

19

The ImPRessions Agency Multimedia News Release

FOR IMMEDIATE RELEASE

November 10, 2016

A’gaci store to host fashion show, debut new line Girl Boss

A new alternative women’s workwear line exclusively designed

San Antonio, Texas- A’GACI LLC is proud to announce the details for our upcoming fashion show and debut

for the new alternative workwear line, Bossy Posse. The line will

feature blazers, skirts, tops, pants and pantsuits. The line was

designed to appeal to millennials and younger women in the

workforce.

The show will take place at A’GACI headquarters in San Antonio,

Texas in January of next year. Bossy Posse will make its way to shelves

in all A’GACI stores and online in early March 2017.

The lead designer on the clothing line is fashion designer B. Vain. Vain

is notorious for incorporating embellishments and embroidery into

many of her garments and plans to do so with the Bossy Posse line

as well.

“A’GACI means elegant women in Korean and the store is known

for making women feel feminine and confident through our

clothing. We want to bring that grace and elegant flair to the

boardroom,” said B. Vain

Bossy Posse will be a tribute to the working women.

“Bossy Posse is for the millennial working woman who takes

fashion and style as serious as her corporate position” said Vain.

-More-

20

A’ GACI, page 2

More information on the fashion and new clothing line can be found on the A’GACI website.

About A’GACI: In 1971 the first A’GACI clothing store was opened in San Antonio by CEO and founder John

Won. A’gaci then became a “lifestyle brand [for] young fashion lovers who rock it well and march to their

own beat.” The goal became to make women feel sexy, feminine and confident through clothing. Since

1971 the company has based its values on excellent customer service and trendy fashions. Each piece is

handpicked by expert buyers with an eye for fashion and trends. The company has expanded to 72 stores

and has become an online fashion haven for all things trendy.

Media Contacts: Bria Wells, The ImPRessions Agency 555-344-6252 briawells@impressions.com

Aaliyah Myers, A’GACI LLC 555-512-0900 am@agaci.com

-###-

21

A’GACI LLC & THE

IMPRESSIONS AGENCY

MEDIA INQUIRIES

AALIYAH MYERS

AM@AGACI.COM

(210) 377-3393

12460 NETWORK BLVD #106,

SAN ANTONIO, TX 78249

CEO

John Won

MISSION

Our goal at A’GACI is to make

you feel sexy, feminine and

confident

CUSTOMER PROFILE

Women 18-34, trendy, millennial,

girl boss.

WHO WE ARE

A’GACI is a lifestyle brand created for young fashion lovers who

rock it well and march to their own beat. Simply put, we are a brand

that reflects who you are.

We started back in 1971 and A’GACI is now one of fashion’s fastest

growing brands. We feature an online fashion haven and high energy

stores nationwide with new locations opening every year.

Each of our pieces has been carefully selected by our team of crazy

talented, fashion-devoted buyers who are experts on all things now.

So what are you waiting for? Check us out today! Tons of new stuff

comes in daily, and we’re sure we got everything you’re looking for!

QUICK FACTS

WHAT DOES A’GACI MEAN

Elegant woman in Korean.

HOW MANY A’GACI STORES

Currently 71 brick and mortar and online

NUMBER OF EMPLOYEES

1150-1200

BOSSY POSSE

SPRING/SUMMER WORKWEAR LINE

Set to release early 2017

Designer B.Vain of Vanity Fashion Hause

Bossy posse fashion show in San Antonio Texas at

headquarters on January 1 2017. Starting at 6pm.

22

A’GACI LLC & THE

IMPRESSIONS AGENCY

MEDIA INQUIRES

AALIYAH MYERS

AM@GMAIL.COM

(210) 377-3393

12460 NETWORK BLVD #106,

SAN ANTONIO, TX 78249

SOCIAL MEDIA ACCOUNTS

@AGACISTORE

ON ALL PLATFORMS

FAQS

QUICK HISTORY

FIRST STORE OPENED IN SAN ANTONIO, TEXAS IN

1971, HAS EXPANDED ALL ACROSS AMERICA AND

PUERTO RICO.

WHAT DOES A’GACI MEAN

ELEGANT WOMAN IN KOREAN.

HOW MANY A’GACI STORES

CURRENTLY 71 BRICK AND MORTAR AND ONLINE

NUMBER OF EMPLOYEES

1150-1200

WEBSITE

AGACISTORE.COM

WHO IS THE CURRENT CEO

JOHN WON, SINCE 20

A’GACI TARGET CUSTOMER

TRENDY WOMAN 18-34, MILLENNIALS

NEW CAMPAIGNS OR CLOTHING LINES

“BOSSY POSSE” WOMEN’S WORKWEAR LINE SET TO

RELEASE EARLY 2017

BOSSY POSSE DESIGNER

B.VAIN OF VANITY FASHION HAUSE

BOSSY POSSE RELEASE DATE IN STORES AND ONLINE

MARCH 2017

UPCOMING EVENTS

BOSSY POSSE FASHION SHOW IN SAN ANTONIO

TEXAS ON JANUARY 1 2017. SHOW STARTS AT 6PM.

23

FASHION SHOW FLIER

24

25

FOR IMMEDIATE RELEASE

VIDEO NEWS RELEASE Contact: Bria Wells briawells@impressions.com 555-344-6252 SUBJECT: A’GACI Workwear Line LENGTH: 30s

VIDEO AUDIO ____________________________________________________________________________________

- Close-up on A’GACI sign - Shot of A’GACI window display - Shots from inside store

o Clothing o Customer shopping

- Close up on B. Vain

- Full shot of B. Vain o name and title at bottom of

screen - Shots from inside store

o Clothing/ Display

- Shot of A’GACI storefront

- VO: A’GACI LLC announced their new clothing line Tuesday.

- VO: The new line, named Bossy Posse, will feature workwear.

- SB: “Bossy Posse is for the millennial working woman who takes fashion and style as serious as her corporate position.”

- VO: B. Vain is the lead designer on the line.

- SB: “A’GACI means elegant women in Korean and the store is known for making women feel feminine and confident through our clothing. We want to bring that grace and elegant flair to the boardroom.”

- VO: A’GACI will host a fashion show debuting the line in January in San Antonio. Bossy Posse will hit shelves and be available online in early March.

The ImPRessions Agency

26

FOR IMMEDIATE RELEASE RADIO NEWS RELEASE Client: A’GACI LLC Contact: Bria Wells briawells@impressions.com 555-344-6252 SUBJECT: A’gaci Workwear Line LENGTH: 30s

AUDIO SCRIPT (Voice Over)

SOUND: OFFICE BACKGROUND NOISE

TREATMENTS (TYPING, PRINTING, TALKING,

PHONE RINGING. EX.

https://www.youtube.com/watch?v=3_AdbM4-

rcA)

SOUND- (FEMALE, LOUD SIGH)

SOUND: OFFICE BACKGROUND NOISE

TREATMENTS (TYPING, PRINTING, TALKING,

ETC. EX.

https://www.youtube.com/watch?v=3_AdbM4-

rcA)

VO1: (FEMALE)

WHO SAYS THE OFFICE HAS TO BE BORING?

The ImPRessions Agency

27

MUSIC (LOW, BACKGROUND): RIHANNA- SAME

OL MISTAKES INSTRUMENTAL

VO1:

SHOW YOUR STYLE IN AND OUT OF THE

BOARDROOM IN A’GACI’S NEW LINE, BOSSY

POSSE! FEATURING TRENDY WORKWEAR

BLAZERS, PANTSUITS, SKIRTS AND WHO CAN

FORGET OUR “OH SO AWESOME” O’SHOES.

FOLLOW US ON INSTAGRAM @AGACISTORE TO

SEE A SNEAK PEEK OF THE LINE AND GET

EXCLUSIVES FROM THE DESIGNER.

(PAUSE)

A’GACI...CONFIDENCE LOOKS GOOD ON YOU!

28

Visuals

Photo credit: Bria Wells

A’GACI will host a fashion show in San Antonio, Texas on January 1, 2017 to

promote their new alternative workwear line. Bossy Posse will make its debut on

the runway and in all 71 stores and online in early March.

29

Photo credit: Bria Wells

The Bossy Posse line will incorporate embellishments and embroidery into

traditional workwear. The alternative looks are designed to appeal to millennial

women in the workforce.

30

Photo credit: Bria Wells

The Bossy Posse clothing line will feature fashionable blazers, skirts, dresses, and

tradition pantsuits.

31

Social Media Strategy #A’GACI

We plan to utilize our Facebook, Twitter, and Instagram pages during

this campaign. Exclusive photos of the new line will be uploaded weekly

alongside our daily social media posts. We will use official A’GACI

hashtags in each post, such as #agacigirl, #bossbabe, #girlboss, and the

official Bossy Posse hashtag #bossyposse. These hashtags will

ultimately increase engagement and interaction between A’GACI and

our audience.

Toward the end of the campaign we will increasingly promote the Bossy

Posse Fashion Show. Ticket giveaways and exclusive backstage passes

will serve as incentives for followers to engage in the conversation and

promote our brand.

32

33

Leader of the Bossy Posse

B. Vain B. Vain of Vanity Fashion Hause will be leading the

Bossy Posse into innovative and fashionable workwear.

Vain is teaming up with the A’GACI brand to create fun,

original and practical workwear pieces.

Born and raised in one of Texas’s most populous cities,

Houston, Vain knew from an early age that she wanted

to be a business woman.

“The skyline, Houston’s skyline, was just so fascinating

to me when I was younger. My family would drive on

the highway, and those skyscrapers looked so beautiful.

In a city full of chaos was something symbolic of

strength and sternness. I wanted to work in those

buildings downtown. I knew I wanted to be a business

woman. More importantly a boss.”

Vain started her fashion education at the Fashion Institute of Technology in New York City.

After graduating top of her class, she interned at ASOS, a fashion retailer in London.

“Interning at ASOS has opened many doors and provided me with many opportunities as a

designer. The years that I work there were extremely valuable and detrimental to my success

now.”

Vain went on to design her own piece and opened her first boutique in her hometown in 2007,

Vanity Fashion Hause. She has had the pleasure to design for politicians, socialites and

celebrities, such as Houstonian Beyoncé Knowles, and now A’GACI a nationwide fashion

retailer.

“I feel like I owe it to all of the Girl Bosses and Boss Babes to create looks that embody our work

ethic and lifestyles all while staying fierce and fashionable. I am extremely excited to debut

these looks in January”

B. Vain working on designs in her studio.

34

Message from the CEO

John Won Thanks You

Please allow me to start by saying how delighted I am to be joining you all here

today for the launch of A’GACI’s new workwear line, Bossy Posse.

At A’GACI we strive to make women feel sexy, feminine and confident. We try to

embody all of these characteristics in our clothing. We are a LIFESTYLE brand. We

have clothing for the girl next door. Your best friend. Your best friend’s sister. The

girl on her way to a cocktail event. The birthday girl, celebrating another year of

life. The college student on a budget. The trendsetter. The fashion follower. In

short, we are a lifestyle brand. Dedicated to our guest and their lifestyle.

However there was one lifestyle we did not invest much in. She is all of the things

mentioned before. The girl next door, your best friend, the birthday girl, the

trendsetter, etc. But she is more than that, she is bossy. She is a working women,

she is a business woman, and she is a Boss Babe, a Girl Boss.

Our lead designer, B. Vain has done an exceptional job of embodying all that is a

woman about her business. It has been a pleasure working with such a talented

designer and incredible human being. She has taken the A’GACI mission and what

we stand for and incorporated it into every stich on each garment. For that I

would like to publicly thank her for an incredible job, well done!

I would also like to thank everyone who has made this vision possible. Thank you

to the vendors, caterers, models, and the A’GACI family. Thank you all for being a

part of our celebration. Welcome to the posse!

35