club21 application : re-communication plan (test project)
Post on 08-Jul-2015
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campaign objectives
club 21 application
campaign objectives
club 21 application
raise up numbers of application download.
(est.50%)
1. 3.
Create maximum chances of sells.
2.
lift up brand awareness and image.
campaign target
club 21 application
campaign target
club 21 application
age 18-40 yrs both male & female university students - early success working women ses B to A+ urban lifestyle / active / image concerned / self-conscious / wise spend
application overview
club 21 application
application overview / current application
club 21 application
promotions .
what’s nearby .
new & now .
style guides .
join the club. .
member privileges .
our brand
application overview / plan
club 21 application
to be the fashionista’s fundamental application
strategies & tactical hilights
club 21 application
strategies
club 21 application
to be the fashionista’s fundamental application
tactical hilights
club 21 application
tactical hilights
club 21 application
1. special privileges 2. your fitting room 3. system improve
tactical hilights / feature re-arrangement / special privileges
club 21 application
As being the app members, special offers & privileges will be reserved for members :
5-10 % off In regular counters for members who identify app. membership.
special weekly offers : randomly picked from app. members for 25% discount voucher / 21 members
2 movie tickets / 21 members 2 concert tickets / 21 members
monthly random pieces : in each month, there are some times offers only for app. members ex. exclusive rare items / limited collaboration items / special price (50-80% off)
tactical hilights / feature re-arrangement / your fitting room
club 21 application
adding an application which will support customer to meet the brand experience by fitting products in shop with customer’s full-body photos. it allows customer to match and share among friends for best decisions
tactical hilights / feature re-arrangement / system improve
club 21 application
allow the app to be available in every leading digital support system to reach the maximum opportunities of brand experience ex. Apple iOS / Android / Windows OS
tactical hilights
club 21 application
1. online media*** 2. in-store pop 3. magazines
4. out of home media 5. events
tactical hilights / create new media platform / online media
club 21 application
YOUTUBE working with fashion gurus for creating fashion tips, manuals, contents, research or facts in the fashion world to put it in social network and inside the apps as well.
In partner with Ploy Chava – online fashion editor VOGUE
Pook Jongkol – chief fashion editor VOGUE Toni Rakkaen – fashion hair stylist / actor
Milin - fashion designer MILIN Vikteerut - fashion designer / VIKTEERUT
tactical hilights / create new media platform / online media
club 21 application
FACEBOOK Using facebook apps tool to blend-in to people news feeds in average 500,000 times / day only in Thailand
tactical hilights / create new media platform / online media
club 21 application
LINE create another brand experience with LINE official & sticker (designed by famous fashion illustrator) :
references : vogue sticker
references : illustrate cartoon for club21 boys&girls
tactical hilights / create new media platform / in-store p.o.p.
club 21 application
promote the app by using nice visual or QR code in any in-store media ex. poster / hanging / price tag and shopping bag :
tactical hilights / create new media platform / magazines
club 21 application
fashion and magazines are never get apart. appearing on thailand’s most fashionable headlines :
VOGUE / ELLE / HARPER’S BAZAAR / L’OFFICIEL / NUMERO / NYLON
phrase 1 : interesting and wow visual ad
phrase 2 :
making the content to blend in magazine’s column
tactical hilights / create new media platform / out of home media
club 21 application
appearing at the crowd points in the city (bts / mrt / street wall): siam
chidlom
plernjit
asok
thonglor
jatujak park
ratchada
rama 9
sukhumvit
silom
potential stations
tactical hilights / create new media platform / event
club 21 application
launch the campaign by hosting an in-house event at paragon shop with small fashion show / music party / fashion workshop / exclusive premiums (invitation only for app. members)
tactical hilights / create new media platform / event
club 21 application
Including with special fashionista / guest and spread out the news with their social media:
campaign summary
club 21 application
raise up numbers of application
download.
1. 3. Create maximum chances of sells.
2. lift up brand
awareness and image.
to be the fashionista’s fundamental application
1. special privileges 2. your fitting room
3. system improve
1. online media 2. in-store pop 3. magazines 4. out of home media 5. events
objectives
strategies
tactical hilights
tentative timeline
club 21 application
TIMELINE JUNE JULY AUGUST SEPTEMBER OCTOBER
special privileges production launch Fri 2 AUG
your fitting room production launch Fri 2 AUG
system improve production launch Fri 2 AUG
online media production launch Fri 2 AUG
in-store POP production launch Fri 2 AUG
magazines production AD 1st week of AUG
CONTENT 1st week of SEP
AD 1st week of OCT
out of home media production Launch 2 AUG - 1 SEP
event production launch party Fri 2 AUG @PRG
budget
club 21 application
special privileges discount : est. 2,000,000 BHT movie/concert tickets : est. 100,000 BHT special items : est. 500,000 BHT
online media clip production + celebs : est. 1,400,000 BHT ( 2 clips/months for total 10 clips) facebook sponsor feed : est. 350,000 BHT LINE official + design : est. 2,000,000 BHT
your fitting room program development : est. 500,000 BHT
in-store POP design / production POP : est. 200,000 BHT
system improve program development : est. 200,000 BHT
magazines magazines FP/FC (6 publishes / 3 months) : est. 700,000 BHT
total cost : est. 10,000,000 BHT
out of home BTS x 2 stations / MRT x 3 stations (1 months) : est. 800,000 BHT design : est. 200,000 BHT
events celebs : est. 500,000 BHT organizers : est. 450,000 BHT premiums : est. 100,000 BHT
1.feature re-arrangement 2.create new media platform
thank you
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