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LIM College Presentation August 21, 2013 WHERE BUSINESS MEETS FASHION Team #1: Stephanie Dolik, Kabeer Malhotra, Nina Maluenda
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LIM College - Marketing Campaign

Jul 16, 2015

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Page 1: LIM College - Marketing Campaign

LIM College Presentation

August 21, 2013

WHERE BUSINESS MEETS FASHION

Team #1:Stephanie Dolik,Kabeer Malhotra, Nina Maluenda

Page 2: LIM College - Marketing Campaign

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

Page 3: LIM College - Marketing Campaign

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

– Email

– Search

– Promotion

Page 4: LIM College - Marketing Campaign

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

Page 5: LIM College - Marketing Campaign

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

Page 6: LIM College - Marketing Campaign

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

Page 7: LIM College - Marketing Campaign

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

Page 8: LIM College - Marketing Campaign

Target Insights: Teens as a whole

http://academic.mintel.com/display/590744/?highlight=true

Page 9: LIM College - Marketing Campaign

Competitive Analysis:

Page 10: LIM College - Marketing Campaign

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:

Page 11: LIM College - Marketing Campaign

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

Page 12: LIM College - Marketing Campaign

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

Page 13: LIM College - Marketing Campaign

Media

Page 14: LIM College - Marketing Campaign
Page 15: LIM College - Marketing Campaign

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

Page 16: LIM College - Marketing Campaign

Flighting

Page 17: LIM College - Marketing Campaign

Print:• National

Magazines• Local Newspapers

• $297,295 total spending

• 6,615,531 impressions

Page 18: LIM College - Marketing Campaign

Social Media:

• Paid ads on Facebook

• Content creation

– Social Media Strategist

– Digital Daybook Club

• $432,000 total spend

• 31,274,783 total impressions

Page 19: LIM College - Marketing Campaign

Online:• Fashion

• Teen Lifestyle

• Academia

• Entertainment

• Digital Side Platform (DSP)

• $453,500 total spending

• 97,089,215 total impressions

Page 20: LIM College - Marketing Campaign

Mobile

http://trends.e-strategyblog.com/2013/03/15/mostly-mobile-online-teens/9443

Page 21: LIM College - Marketing Campaign

Placement:•Women’s Lifestyle•Entertainment•Teen Lifestyle

•30 second pre-roll video•Banner ads

•$280,000 total spending•31,500,000 total impressions

Mobile:

Page 22: LIM College - Marketing Campaign

Video:

*http://www.newcommbiz.com/82-of-teens-watch-tv-online-48-watch-tv-on-cell-phones/

Page 23: LIM College - Marketing Campaign

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/

Page 24: LIM College - Marketing Campaign

Out-of-Home:

*http://www.newcommbiz.com/82-of-teens-watch-tv-online-48-watch-tv-on-cell-phones/

Page 25: LIM College - Marketing Campaign

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

Page 26: LIM College - Marketing Campaign

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

Page 27: LIM College - Marketing Campaign

Radio

Page 28: LIM College - Marketing Campaign

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

Page 29: LIM College - Marketing Campaign

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/

Page 30: LIM College - Marketing Campaign

Creative

Page 31: LIM College - Marketing Campaign

Creative Overview:•Focused on LIM’s differentiating factors:

Page 32: LIM College - Marketing Campaign

Print Ad

Page 33: LIM College - Marketing Campaign

Direct Mail …

Page 34: LIM College - Marketing Campaign

Envelope

Page 35: LIM College - Marketing Campaign

The Letter

Page 36: LIM College - Marketing Campaign
Page 37: LIM College - Marketing Campaign

!!

!

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!

Page 38: LIM College - Marketing Campaign

!!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! !

Page 39: LIM College - Marketing Campaign

Return Slip

Page 40: LIM College - Marketing Campaign

Buck Slip

Cover

Inside

Page 41: LIM College - Marketing Campaign

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

Page 42: LIM College - Marketing Campaign

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:

Page 43: LIM College - Marketing Campaign

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:

Page 44: LIM College - Marketing Campaign

Promotion:

• text

Page 45: LIM College - Marketing Campaign

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”

Page 46: LIM College - Marketing Campaign
Page 47: LIM College - Marketing Campaign

Questions?

Page 48: LIM College - Marketing Campaign

Appendix

Page 49: LIM College - Marketing Campaign

Media Mix

Page 50: LIM College - Marketing Campaign

Direct Mail

• text

Page 51: LIM College - Marketing Campaign

Email

• text

Page 52: LIM College - Marketing Campaign

Digital Display, Banners

Page 53: LIM College - Marketing Campaign

Digital Display, Banners (2)

Page 54: LIM College - Marketing Campaign

Digital Video Spending

Page 55: LIM College - Marketing Campaign

Search

Page 56: LIM College - Marketing Campaign

Branded Search Examples:

• text

56

Page 57: LIM College - Marketing Campaign

• Text

Unbranded Search Examples:

57

Page 58: LIM College - Marketing Campaign

Mobile

Page 59: LIM College - Marketing Campaign

Print

• text

Page 60: LIM College - Marketing Campaign

Out-of-Home

Page 61: LIM College - Marketing Campaign

Social Media

Page 62: LIM College - Marketing Campaign

Social Media