LIM College Presentation August 21, 2013 WHERE BUSINESS MEETS FASHION Team #1: Stephanie Dolik, Kabeer Malhotra, Nina Maluenda
LIM College Presentation
August 21, 2013
WHERE BUSINESS MEETS FASHION
Team #1:Stephanie Dolik,Kabeer Malhotra, Nina Maluenda
Agenda:• Strategy
– Project Overview / Objectives / Target Audience / Target Insights / Competitors / Differentiating Factors / Buyers Journey
• Media– Budget / Budget Cont./Flighting /Print / Social Media/
Online / Mobile / Video / Out-of-Home / Direct Mail / Radio / Email / Search
• Creative– Overview / Print / Direct Mail / Social / Online /
Promotion • Q&A• Appendix
Project Overview: • Construct an integrated advertising campaign
which sets LIM College apart from its competitors
• Channels include:– Print
– Social Media
– Online
– Mobile
– Video
– Out-of-Home
– Direct Mail
– Radio
– Search
– Promotion
Objectives:• 1st Objective:
– Recruitment • Increase the number of applicants• Increase conversion of applicants to
students
• 2nd Objective: – Increase Awareness
• Target Market • Parents of high school students• New York City business community• Fashion Industry
Target Audience:• Demographic:
– High School students 16 to 18 years old – Female– Flexible income levels
• Geographic: – Primarily from NY and NJ area
• Interests / Behaviors: – Passionate– Business minded– Creative– Interested in fashion– Value education – Prefer small school environment – Enjoy spending time on social media
websites– Trendsetters and tastemakers– Visual thinkers/interested in visual
aesthetics
Target Audience: Meet Alyssa: •17 years old •Junior at Maria Regina HS•Lives in Hartsdale, NY•Interested in fashion merchandising •Texts at least 20 times a day•Loves pinkberry•Uses clothing and accessories to express her personality •Loves social media, especially instagram and twitter •NYC is her favorite place to shop
Target Insights: LIM HS Fashion Lab 2013
• Discovered LIM College Fashion Lab through:– Online Search, direct mail, referrals from friends
• Websites visited on a daily basis:– Facebook, pinterest, google, style.com, youtube, fashion blogs,
tumblr, instagram• Print publications viewed on a monthly basis:
– Teen Vogue, Vogue, Nylon, Glamour, People, Cosmopolitan, Marie Claire,
• What they like most about the LIM Fashion Lab:– Teachers have real-world experience in fashion industry– Class material – Preparation for college – Making new friends with similar interests – Hands-on activities – Located in NYC– LIM facilities
Sample size: Two separate LIM High School Fashion Lab classes, roughly 25 students total
The Fashion 10 Location Student to Faculty Ratio
LIM College New York City 8:1
Fashion Institute of Technology (FIT)
New York City 16:1
Parsons: The New School of Design New York City 10:1
Berkley College New York City 30:1
Fashion Institute of Design and Merchandising (FIDM)
Los Angeles, California 16:1
La Salle University Philadelphia, PA 13:1
Marist College Poughkeepsie, New York
15:1
Montclair State University Montclair, New Jersey 17:1
Philadelphia University Philadelphia, PA 12:1
University of Rhode Island (URI) Kingston, RI 16:1
Competitors:
What differentiates LIM College?• LOCATED IN THE CENTER OF THE FASHION WORLD:
Classes and internships located in New York City
• LEARN FROM THE BEST: Curriculum taught by professors with vast experience in the fashion industry
• PREPARED FOR LIFE AFTER COLLEGE: Students graduate with hands on experience, and a full resume through 3 required credited internships
• RELATIONSHIPS TO LAST A LIFETIME: Small class sizes and tight-knit atmosphere allow students the opportunity to create to create close relationships with their professors, peers, LIM community, and industry professionals
Buyers Journey:
• Print • Direct Mail• OOH • Radio• Social Media• Search• Email • Video• Promotion• Word-of-mouth
AwarenessAwareness EngagementEngagement Active Consideration
Active Consideration
• Digital ads• Video• Social Media• Email • Promotion • Events • Open Houses
• Visit class or event• Meet with admissions counselor
Media Vehicle Target Impressions Spending # of Fall Semester
Applicants
Digital (banners on websites, blogs) 90,700,000 $453,500 136
Digital (social media networks) 166,000,000 $332,000 100
Digital (video) 30,000,000 $450,000 153
Digital (social-other) 10,000,000 $100,000 29
Mobile 56,000,000 $280,000 76
Online (branded search) 176,802 $353,604 707
Online (unbranded search) 120,000 $600,000 480
Radio (Local) 13,666,667 $246,000 70
National Magazines - Page 1,448,972 $52,163 11
National Magazines - 1/2 Page 9,182,652 $211,201 31
Newspapers (Local) (1/2P B&W) 1,696,600 $33,932 14
Out-of-Home (NYC Subways, Transit advertising) 400,000,000 $800,000 416
Direct Mail 271,319 $440,893 95
Email 5,173,656 $646,707 272
Total 784,436,668 $5,000,000 2,588
Social Media:
• Paid ads on Facebook
• Content creation
– Social Media Strategist
– Digital Daybook Club
• $432,000 total spend
• 31,274,783 total impressions
Online:• Fashion
• Teen Lifestyle
• Academia
• Entertainment
• Digital Side Platform (DSP)
• $453,500 total spending
• 97,089,215 total impressions
Placement:•Women’s Lifestyle•Entertainment•Teen Lifestyle
•30 second pre-roll video•Banner ads
•$280,000 total spending•31,500,000 total impressions
Mobile:
Video:
• 82% of teens watch TV online*• YouTube gets 800 million visitors monthly
– 21.6 million teen users total**– 64% of teens listen to music on YouTube**
• $450,000 total spending• 30,000,000 total impressions
*http://www.newcommbiz.com/82-of-teens-watch-tv-online-48-watch-tv-on-cell-phones/ **http://www.youtube.com/yt/advertise/demographics.html***http://news.cnet.com/8301-1023_3-57493338-93/youtube-is-teens-no-1-pick-for-music-listening/
Out-of-Home:• Transit ads in trains and
stations– NYC Subways
– Metro-North
– Long Island Rail
• $800,000 total spending
• 90,000,000 total impressions
Direct Mail:
• ASL High School List– Filtered by Females in NY area
• Teen Vogue List– Filtered by NY/NJ area
• Testing two offers
• $440,893 total spending• 271,319 total impressions
Email:
• Teen Fashionistas List– 2.7 million teens; interested in fashion and
shop online
• Fashion Conscious Trendy Teens– Over 500,000 parents of teens interested in
“high style” clothes and accessories
• $646,707 total spending• 5,173,656 total impressions
Search:• 92% of teens say top reason to go online
is to search for information*• Unbranded Search
– Ad groups: “fashion schools,” “fashion and business programs,” fashion school rankings”
• Branded Search– Ad groups: “LIM College,” “LIM fashion
school,”…• $953,604 total spending• 296,802 total impressions
*http://www.newcommbiz.com/82-of-teens-watch-tv-online-48-watch-tv-on-cell-phones/
!!
!
Integer!egestas!orci!quis!lorem!feugiat!adipiscing.!
Be a part of the action in the ultimate fashion capital of the world,
New York City!
Why wait? LIM College would like to invite you to visit our state-of-the-art
facilities in the heart of midtown Manhattan. We offer
a variety of visit options - choose the one that's right for
you.
12 East 53rd Street –2nd Floor! New York, NY 10022! Phone: (800) 677-1323!
www.limcollege.edu/admissions
Just a number? Think again.
As a student at LIM College, you will have the opportunity to learn the
business of fashion and work closely with dedicated faculty who have years of industry experience at
prominent brands.
With just eight students for every professor, LIM College offers a
friendly, close-knit environment where each student is an individual.
Come visit us to see for yourself! !
Email us at: [email protected]
to schedule a visit.
!
Find us on:
! ! ! ! ! ! !
FPO!
!!At LIM College, you will get the hands-on experience you need
to succeed. The best way to get into the
fashion industry is to obtain as much experience as possible.
That’s why, LIM students’ complete three required
internships during their four years.
Join LIM College and immerse yourself in the
business of fashion. From day one through the rest of your
life.
If your internship sounds like a
dream job, where will you go once
you graduate?
Our graduates enter the job market with a leg up on the competition
because of the vast experience they have acquired at LIM College.
We’re focused on your career and the close relationships
you’ll form! It’s all about YOU! !
Social:
•Virtual Q&A’s with industry professionals, hosted by current LIM students
– Director of Marketing at Vogue– Senior Manager of Visual Merchandising at Marc
Jacobs– Marketing Manager at Uniqlo
•Potential applicants and current LIM students submit Q’s via Facebook
Create Create Your Your Own Own Fashion Fashion Show!Show!
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Click to
Play!
Be the Buyer, Choose the Look!
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Be the Buyer, Choose the Look!
Play
Runway
Enjoy the Show! Interested in developing a career in the
business of fashion in the FASHION CAPITAL OF THE
WORLD?
Click Here to learn more about LIM College
Click Here to learn more about LIM College
3 Internships
Hands-on learning with industry professionals
Lifelong relationships with classmates & professors
At LIM College you can experience:
Display Ad:
Click Here to learn more about LIM College
Click Here to learn more about LIM College
Live the business
of Fashion from the first day through the rest of your
life!
This would lead you to www.limcollege.edu/about.4
Display Ad:
Promotion: • Dual launch party with Interior
Design guru Jonathan Adler• LIM’s new “Home Fashions”
track for Fashion Merchandising• Jonathan Adler promotes:
– Launching fashion accessories line– New affordable home line,
“Happy Chic”