laura ashley integrated marketing communications campaign class project presentation

Laura Ashley

Isaac Consultants

Table of Content

• Background • Situation Analysis – Secondary Research• SWOT• Key Problem• Key Strategic Campaign Decisions• Message Strategy • Media Plan

Background

• Started in London 1953 • Inspired by Victorian English designs

Laura Mountney

Situation Analysis Secondary Research• Traditional values and style became outdated• Company closed stores in the U.S. and Canada• Successfully repositioned in England

Situation Analysis - SWOT

• Strengths: Victorian prints with re-designed modern styles • Weaknesses: Negative brand Image perception causing loss of market share among women 25-35 years old

Situation Analysis - SWOT

• Opportunities: - First company to come out with the Victorian print design in clothing in history - Victorian prints clothing & lingerie is blooming in U.S. fashion• Threats: - Competition such as Bebe and Banana Republic among many others brands have their own stores, branding and market share

Key Problem: Negative image perception and loss of market share

Key Strategic Campaign Decisions

• Communication Objective• Target Audience• Brand Position• Campaign Strategy

Key Strategic Campaign Decisions

• Communication ObjectiveTo increase brand awareness and change brand image by increasing 20 percent reach among target audience by December 2015

Key Strategic Campaign Decisions

• Target Audience25 to 35-years-old working women

Key Strategic Campaign Decisions

Brand Positioning Laura Ashley as “The unique & elegant Victorian L.A. style of today’s fashion” among target audience.

Key Strategic Campaign Decisions

Campaign StrategyEnhance brand Image as the next elegant Victorian of today’s L.A. Fashion Increase reach by 20% among target audience

• European new designs• Anne Hathaway celebrity endorser• U.S. Website, social media updates• Introduce new styles by seasons

U.S. Website

OUTDATED, OLD APPEAL, LIMITED AMOUNT OF CLOTHING CHOICES

U.K. Website

Trendy fashion, young and elegant appeal!

Message Strategy

• Message Objective• Key Consumer Insight• Big Idea• Message Design and Execution -

Ad

Message Strategy

• Message Objective Touch heart creates feelings L.A. FashionUsing social and traditional media to reach 20% of our

target audience by December 2015

Message Strategy

• Key Consumer Insight

Our insights are the motivations behind our target audience: They like fashion, elegance, formal clothing and latest LA trends.

Message Strategy

• Big Idea “Be a Star With Style in Today’s L.A. Fashion”• Today = Fashionable• L.A. =Los Angeles -> Laura Ashley

It creates a psychological and emotional appeal in our target audience

Message Strategy

Anne Hathaway

Message Design and Execution

Anne Hathaway means…“Style… in today’s LA fashion”

“Victorian Elegance...”

Be a Star in Today’s L.A. Fashion!

Visit us on And

Media Plan

Media Objective Media Strategy Vehicle Selection Scheduling Budget

Media Plan

• Media ObjectiveUse target reach objective of 20 percent of our target audience by December 2015 through social media, websites, SEM and traditional media.

• Media Strategy

Media Plan

We will enhance and run promotions through social media platforms, U.S. Website and use traditional media: Facebook -> Updates, interactions, insights, evaluation Twitter -> Interactions, insights Hashtag: #Ucanwearit2 Traditional Media -> Targeted magazines

Media Plan

• Vehicle Selection

Social Media, Laura Ashley U.S. Website Magazines like Elle, Vogue, and InStyle

Media Plan

• Scheduling• Execution from January 2015 to December 2015• Put Ads in high fashion magazines• Update Facebook and Twitter

Media Plan

Budget• $30.5 million• 15% Advertising Campaign• Anne Hathaway, traveling expenses, Advertising

and Social Media costs

Conclusion

• Increase Brand Awareness • Change Brand Image• Grab Attention (Ann Hathaway)• Use traditional and social media: Ads, Facebook, Twitter