Omni-Channel Marketing by International Prom Association

M A R K E T I N GOMNICHANNEL

YounifiedBrandExperience

M E D I A P L A N

oN-DEMANDshoPPING ExPERIENcE

oN-DEMANDshoPPING ExPERIENcE

With teens constantly connected and engaging on multiple devices, their expectations have skyrocketed when it comes to the shopping experience. The challenges we face in bridging the gap between those expectations and reality multiply with each new prom season. Gone are the days that retailers can simply mail a catalog and then open the doors to endless streams of prom shoppers.

International Prom Association has spent the past 5 years developing its multi-channel marketing program to include the various touch points that engage teen shoppers beyond print. Today, our program has evolved into the prom industry’s Premier OMNI Channel Marketing Experience. Not only does our program include multiple mail outs, but it also thrives on creating a YOUnified shopping experience that focuses on the most important brand...YOURS!

When asked, in a recent nationwide survey, where teens got ideas for their prom dress, nearly 70% included “a catalog mailed to my home” in their responses. Another question revealed that 67% of teens made their prom dress buying decision after VALENTINE’S DAY!

IPA Multi-Distribution Mailers dedicate the most relevant space to your Store Identity to insure the focus is where it should be…YOUR STORE!

With IPA’s Multi-Distribution Mailers, our retailers are sure to be in the shopper’s hand during the January “I’m just shopping” experience as well as the February “I found my dress” celebration! Ultimately, IPA’s goal is to help our retailers convert shoppers to buyers!

MULTI-DISTRIBUTION MAILERS

RUNWAY STYLES that will have them TALKING

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THEBEST DRESSES

featured at FASHION WEEK

LIMITEDEDITION DESIGNERDRESSES

NAMEDBEST PROM RETAILERINTERNATIONAL

PROM ASSOCIATION

Guaranteed DeliveryIPA’s unique distribution process insures in-home delivery and backs it up with nightly progress reports. Exciting and EngagingWe engage prom shoppers and create trends with personalized calls to action and fresh content that encourages pass along readers, boosting our read time to an incredible 21 weeks.

Mailer Highlights:• YOUniquely Branded Direct

Results Mailers • January 1 Distribution

February 15 Distribution• Guaranteed In-Home

Delivery • QR Code and Watermark

Components Drive Engagement

• 450,000+ Digital Edition Unique Readers

• 21 Weeks Multi Channel Read Time

• Over 500,000 Branded Mobile Sites

THEBEST DRESSESRUNWAY STYLES that will have them TALKING

featured at FASHION WEEK

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NAMEDBEST PROM RETAILERINTERNATIONAL

PROM ASSOCIATION

LIMITEDEDITION DESIGNERDRESSES

www.formalapproach.com

PROM Volume 18 $4.00BEST PROM STOREby International Prom Association

MAKE A

GlamorousSTATEMENT

scAN ThIs coDE To VIEW OUR CATAZINE

BRANDED MOBILE SITES

IPA Provides Crucial Shopper Data

ENGAGING & REsPoNsIvE

scAN ThIs coDE To vIEW OUR BRANDED MOBILE SITES

BRANDED MOBILE SITES IPA’s Branded Mobile Sites are a smarter way to engage shoppers and are not only interactive but reactive. Meaning no matter the device being used to view the mobile site, the content fits the screen. No more pinching and zooming, it automatically sizes to the device. In addition to delivering crucial brand impressions for your store, our mobile sites cultivate shopper data automatically and deliver follow-up communications that drive in-store traffic and ultimately increase sales.

IPA mobile sites automatically report shopper data directly to you in our easy to use nightly progress reports. With a few simple clicks, shopper data can then be downloaded and used in any of your existing marketing components.

Retailers who have implemented strategically branded mobile marketing techniques like IPA’s OMNI Channel Mobile Sites have seen decidedly greater success over traditional stand-alone print marketing strategies.

IPA Provides Crucial Shopper Data

ENGAGING & REsPoNsIvE

Perfectly Timed Trigger Emails Imagine having the power to automatically send shoppers a personalized branded message at the precise moment they are most likely to act on it. Our trigger based Mobile Friendly Emails communicate insightful calls to action in a timely fashion to both existing customers and prospective new shoppers. IPA Automated Trigger Emails carry your logo and store info. They can be customized to carry your Social Shares as well. Our trigger emails are both Mobile Media Compliant and Can-Spam Compliant.

AUTOMATED MOBILE

FRIENDLY EMAILs

“Nearly 87% of teens recently surveyed prefer mobile friendly email over other medias receiving promotional content.”

AUTOMATED SMS

AUTOMATED MOBILE

FRIENDLY EMAILs

Connect with a Lifestyle According to published research, 93% of retailers are not taking full advantage of mobile marketing these days while shoppers are coming to expect it!IPA’s Automated SMS Feature e n g a g e s a n d s u r p r i s e s customers, while also binding all of your marketing channels into a complete mobile friendly campaign that Drives Sales!

AUTOMATED SMS

• 97% of Text Messages are opened• 83% opened within 1 HOUR • 6 BILLION text messages sent and

received PER DAY • 72% of TEENS communicate via

text messages • 54% of teen females say their SOCIAL

LIVES evolve around SMS • 42% of teens can text blindfolded

Catalog + Mobile =Amazingly Addictive AppsWhat makes this cell phone era that we now live in so amazingly addictive for teens: APPS! International Prom is an industry leader in developing cutting edge technology that increases the frequency of your brand message. Introduced as one of the industry’s first prom- only apps, Prom360 has evolved into the hottest iPhone and Android app fully dedicated to all that is PROM!

Catalog + Mobile = PRoM360

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• 1,000s of Designer Dresses• Image Gallery Includes Backs &

Additional Color Options• Authorized IPA Store Locator• Branded Store Logo and Info• Your VIP In-store Events• Call Store Feature• Links to Your Website• Social Shares and Favorites• Friendly Shopper Tools for Budget

and Time Management

Engage On All ChannelsIPA embraces the social lifestyle of today’s Teen Shopper. “In a recent survey of prom goers, when asked how they would share their prom pictures, 92% responded posting on Instagram or Facebook.” PROM is SOCIAL and that’s why IPA incorporates the viral aspect of social sharing in every phase of our marketing campaign.

socIAL MEDIA

Because Prom is Social!

12K+ Followers10.1k+ Followers

62k+ Likes#1 in Prom Industry

• Active Engagement on 12 Major Social Media Channels

• Consistent Top 5 Industry Ranking on All Social Media

• New Components That Grow Your Social Audience

• Industry Leader in Utilizing SnapChat to Enrich Social Engagement

socIAL MEDIA

Because Prom is Social!

12K+ Followers 400% Increase in Views #2 in Prom Industry

62k+ Likes Newest Platform Over 50,000 Visits

DIGITAL CATAZINES Enhance Online SuccessIn the Palm of Their HandsInternational Prom Association Digital Editions draw readers in and encourage them to engage with your brand. Our measurable personalized setting adds value to their online exploration experience. IPA promotes viral marketing through multiple share channels including social, email and mobile.

• 12.6 MILLION Unique Digital Edition Page Views• 450,000 Multi Frequency Readers• Over 200 Linking Sites Certified statistics gauge the

incredible success of our digital editions.• Personalized Catazine Links to Your Website

INTERACTIVE CATAZINES

scAN ThIs coDE To VIEW OUR CATAZINE

RUNWAY STYLES that will have them TALKING

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17 $

6.00 prominsiderVip

ACTIVATE YOUR FREE ViP STATUS FOR EXCLUSIVE OFFERS

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THEBEST DRESSES

featured at FASHION WEEK

LIMITEDEDITION DESIGNERDRESSES

NAMEDBEST PROM RETAILERINTERNATIONAL

PROM ASSOCIATION

INTERACTIVE CATAZINES Sharing Your Brand with Compelling EngagementAs teens embrace a mobile lifestyle, it is imperative that your catazines evolve to achieve penetration in developing channels. IPA’s Brand New Interactive Catazines can recreate your in-store shopping experience and engage shoppers on any device, anytime, anywhere! By placing your brand in the iTunes App Store, The Apple Newsstand, and The Google Play Market your branded catazine’s visibility, distribution, and awareness increase dramatically!

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LIMITED EDITION DESIGNER STYLES

Exclusive Dresses for Authorized IPA RetailersAll business models face the challenge of shrinking margins. IPA Exclusive Styles reduce comparative shopping and increase margins. Retailer margins are under intense pressure today due to a number of circumstances.

IPA’s Exclusive Product Program is a collection of dresses produced by our designer network with confined distribution to authorized IPA retailers only. These styles are offered with discounted pricing to allow us greater margin potential. In addition, the fact that exclusive styles are branded “Limited Edition Designer Dresses” gives a much higher perceived value than other exclusive product programs available to the industry.

EXCLUSIVELYOURS

LIMITED EDITION DESIGNER STYLES

IN-sToRE coNvERsIoN

Capture the Sale While Growing Your Social AudienceConverting shoppers to buyers effectively can be extremely challenging during peak traffic times like Prom Saturdays. Retailers must be committed to creating an enjoyable and engaging shopping experience.

IPA’s In-Store Conversion Components leverage the power of print with the flexible engagement of Social Media. By doing so, we have created a tool that extends calls-to-action automatically and delivers follow-up communications during their in-store shopping experience.

formalapproach.com

FREE SECRET REWARD CARDProm

$50, $100, or $150 IN SAVINGS*

PROM

GET YOUR SECRET PROM REWARDWHEN YOU PRESENT THIS CARD IN-STORE

your dress andaccessories purchase!*

*Each card is worth at least $50 in savings. Present your card in-store prior to your next purchase to reveal your savings reward. This offer has no cash value, it may not be exchanged for cash, used as cash, or applied as payment for merchandise. Must be redeemed at time of purchase. May not be redeemed with other promotions or special offers. Card may not be transferred for value. Use of card constitutes acceptance of above terms. See store for complete details. Does not apply to prior purchases. Minimum in-stock purchase required. Designer exclusions may apply.

Shhh... it’s aSecret

YOUR SECRETPROM REWARD

IS WORTH $50$100 OR$150 OFF

minimum in-stock purchase requireddesigner exclusions may apply

SECRET

REWARD CARDProm $50, $100, or $150 IN SAVINGS*

2 LOCATIONSJefferson City, Tennessee

865.475.8641

Hickory, North CarolinaFormal Approcahby Mister Tuxedo

828.323.9181

SCAN THIS CODE WITH ANY MOBILE DEVICE TO REVEAL YOUR REWARD

Vip’s GET IT FIRST!

SCANYOUR

SECRETREWARDcode to

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Formal Approach281 West Old Andrew Johnson Hwy.Jefferson City, TN 37760Connect With Us

Sara Connoley88 Smith St.Clark, TN 37072

VISUAL MARKETING

IN-sToRE coNvERsIoN VISUAL MARKETING

In-Store and Outdoor ComponentsEye catching images are proven to stimulate the shoppers’ buying process. With dozens of In-Store and Outdoor Pre-designed Visual Marketing Options to choose from, it has never been easier to tie your in-store shopping experience to the marketing campaign that propelled the shopper to your store.

INTERNATIONALPROM.COMINTERNATIONALPROM.COM Strategic Optimization for YouInternationalProm.com is quickly becoming one of the most popular referral sites for prom shoppers. As a referral site, you never have to worry about losing a sale to InternationalProm.com. We drive traffic directly to our authorized retailers. With fresh fashion content feeds and strategic search engine optimization, the retailer benefits of InternationalProm.com are numerous:

• No ON-LINE Sales• Fully Responsive Theme for Mobile Viewing• Fully Optimized Rankings in State Google SERPs • Alexa Traffic Rank 5 times better than competition• Dynamic Store Locator with VIP Events Feature• Digital Catazine Editions • Facebook is Top 5 Traffic Source • Average time on site over 6 minutes

INTERNATIONALPROM.COMInternationalProm.com’sFashion News Blog features a continuous feed of fresh content showcasing current trends, fashion events and everything related to PROM! Fashion News subscribers have doubled this year and continue to grow at a steady pace. With an especially tight focus on our Designer Merchandise Mix, Fashion News fills yet another valuable touch point that links engaged readers to IPA’s Omni Channel Marketing Program and ultimately drives shopper interest for our various partners.

FASHION NEWS

cAMPAIGN REPoRTING

Automated Reporting for Daily Activity Resultsis the best measurement of a successful marketing campaign. That’s why we monitor the entire IPA Marketing Program with Automated Daily Analytics and Lead Reports. This enables us to manage all channels of the campaign simultaneously with the insight needed to insure SUCCESS! IPA delivers an additional benefit through its Captive Leads Database that consistently hosts 1,000s of active shoppers along with crucial data like their prom date, graduation year and even their email address and mobile number. We utilize our active leads database for promotions, surveys, and designer features.

DYNAMIC DISTRIBUTION

DYNAMIC DISTRIBUTIONTarget Your Shoppers with Distribution You ControlIPA’s Dynamic Distribution is one of the first steps to building your OMNI Channel Marketing Campaign. Our multi-source distribution lists give you the ability to target shoppers based on location, gender, graduation year and even household income levels. Let’s not forget your in-store leads list. Now that you’ve worked hard on collecting your existing customers’ information, you don’t want to leave them out. With IPA’s Dynamic Distribution you can now include your in-store customer data in your Multi Distribution Mailers.

• Multiple Lead Sources Including Scholarship Data for the Most Quality Leads

• Consolidate Your In-Store Leads and Mobile Activation Leads for the Highest Conversion Rates

• Secured Territory Distribution for Your Target Market

INTERNATIONAL PROM ASSOCIATION281 West Old Andrew Johnson Highway

Jefferson City, Tennessee 37760ph 877.259.5775 • fx 888.826.6476

whyipa.com

Whyipa.comYOUnifiedBrandExperience

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