michele book

2013 BRAND STRATEGY

BUSINESS OBJECTIVE..

FOCUS GROUP

COMPETITIVE RESEARCH

TARGET AUDIENCE

BRAND STRATEGY

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TABLE OF CONTENTS

CREATIVE OVERVIEW

MICHELE ON TOUR

THE EVENT

MEDIA STRATEGY

BRAND AMBASSADOR

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TAKE MICHELE

TO THE NEXT LEVEL

IN THE UNITED STATES

AS A LUXURY WATCH

AND POSITION MICHELE

FOR GLOBAL EXPANSION

INCREASE BRAND RECOGNITION & DESIRE INCREASE SALES

BUSINESS OBJECTIVE

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FOCUS GROUP OUR KEY TAKEAWAYS

LACK OF AWARENESS. MOST OF THESE WOMEN HAD NEVER HEARD

OF MICHELE WATCHES NOR DID THEY RECALL BRAND MARKETING/

ADVERTISING

WE GAVE THESE WOMEN A PACKET FILLED WITH MICHELE’S

COLLECTION, AND THEY WERE IMPRESSED WITH THE BOLD,

FASHIONABLE DESIGNS

THIS GROUP OF WOMEN IS LOYAL TO BRANDS WITH PURPOSE AND

BRANDS THAT UNDERSTAND THEM—THEY BELIEVE MICHELE NEEDS

TO STAND FOR SOMETHING AND TO CONNECT WITH WOMEN

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COMPETITIVE RESEARCH

SUPPORTS THE ARTS

GENDER EQUALITY

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79 DAYS

123 DAYS

127 WALL POSTS

115 WALL POSTS

1,497 COMMENTS

422 COMMENTS

85,575 LIKES

10,105 LIKES

FACEBOOK COMPARISON

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BOLD, SELF-AWARE AND SELF-CONFIDENT WOMEN

ASPIRING FOR CONTINUED SUCCESS

WOMEN WHO ARE 25 – 34

STARTING TO “MAKE IT”

IN THEIR CAREERS

AND ARE TRANSITIONING

TO THE “NEXT LEVEL”

TARGET AUDIENCE

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WHO IS SHE?

CAR

STYLE

WORKOUT

FOOD

TECH/SOCIAL

MAGAZINE

VACATION/HOTELS

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To attain new customers

Increase awareness

Grow the category

Target accomplished women

Position the brand ahead of the competitive set

TO ATTAIN NEW CUSTOMERS .

GROW THE CATEGORY

INCREASE AWARENESS

TARGET ACCOMPLISHED WOMEN

POSITION THE BRAND AHEAD OF THE

MARKETING STRATEGY

COMPETITIVE SET

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MICHELE IS A

STATEMENT TO OTHERS

AND A REWARD THAT

REPRESENTS HER

ACCOMPLISHMENTS

DESIRED PERCEPTION

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BRAND STRATEGY

MICHELE IS THE WATCH FOR

ACCOMPLISHED WOMEN

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MEET MICHELE

TO OUR WOMEN, A WATCH IS MORE THAN

A TIMEPIECE. IT’S A STATEMENT THAT

TELLS HER STORY AND DEFINES HER SO

PERFECTLY THAT SHE WEARS IT AS A

SYMBOL OF WHAT SHE HAS ACCOMPLISHED.

MICHELE WATCHES ARE THESE WOMEN,

AND THESE WOMEN ARE MICHELE.

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CREATIVE OVERVIEW

PRINT SERIES

OUT OF HOME

WEBSITE REDESIGN

MICHELE ON TOUR

GENERATE BUZZ

THE EVENT

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PR

INT

- P

OS

TE

R 1

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PR

INT

- P

OS

TE

R 2

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PR

INT

- P

OS

TE

R 3

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OUT OF HOME

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MICHELE.COM HAS MANY BEAUTIFUL

OPTIONS FOR USERS TO LOOK THROUGH,

BUT THE QUANTITY CAN BE OVERWHELMING.

BY MAKING THE SITE MORE USER-FRIENDLY,

WE CARRIED THE CLEAN LOOK WE’VE

ESTABLISHED FOR THE BRAND AND

SIMPLIFIED THE STRUCTURE AND DESIGN

OF THE WEBSITE.

WEB REDESIGN

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THE WEBSITE REDESIGN

WILL BE RESPONSIVE

ACROSS ALL DEVICES

FOR AN OPTIMAL

VIEWING EXPERIENCE

WEB RESPONSIVE

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MICHELE ON TOUR

THE NUMBER ONE TAKEAWAY FROM

THE RESEARCH WE CONDUCTED IS THE

OVERALL LACK OF AWARENESS OF MICHELE.

OUR SOLUTION IS TO REINTRODUCE MICHELE

TO ACCOMPLISHED WOMEN ACROSS THE U.S.

AND TO TAKE THE SUCCESS OF MICHELE’S

TRUNK SHOWS ON TOUR WITH US.

MICHELE ON TOUR: CITIES

NEW YORK, LOS ANGELES, CHICAGO, PHILADELPHIA, DALLAS, SAN FRANCISCO, BOSTON, ATLANTA, SEATTLE, PHOENIX,

TAMPA, MINNEAPOLIS, MIAMI, DENVER, ORLANDO, SACRAMENTO, ST. LOUIS, PORTLAND, SAN DIEGO, WASHINGTON D.C.

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GENERATE BUZZ

MICHELE ON TOUR BLOG WHERE A MICHELE REPRESENTATIVE

WILL POST DAILY UPDATES OF TOUR HAPPENINGS

BLOG WILL FEED INTO SOCIAL MEDIA SUCH AS FACEBOOK,

TWITTER AND PINTEREST

OUR BLOG PAGE AND SOCIAL MEDIA WILL

PLAY AN INTEGRAL PART IN OUR TOUR.

WE WANT TO CONNECT WITH WOMEN ON

A MORE PERSONAL LEVEL BY POSTING

CONTENT THEY ARE INTERESTED IN.

MICHELE ON TOUR - BLOG

MICHELE ON PINTEREST

MICHELE ON TWITTER

MICHELE ON FACEBOOK

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FASHION BLOGGERS

WE WILL INVITE WELL-KNOWN

FASHION BLOGGERS TO OUR EVENTS,

WHICH WILL CREATE EVEN MORE BUZZ

FOR THE MICHELE TOUR AND GET

READERS EXCITED ABOUT THE TOUR

COMING TO THEIR CITY.

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THE EVENT@TheGlamourai SO impressed

with @MicheleWatches line of

sparkling beauties.

@JennPozner

So priviledged to be surrounded

by such strong women.

Keep it up @MicheleWatches

#MicheleOnTour

@GaranceDore

Jennifer Pozner’s

presentation on

Women in Media

was incredibly

moving and inspiring.

The world could

use more like her!

#MicheleOnTour

NEW MUSEUM’S SKY ROOM

SPEAKER JENNIFER POZNER OF WOMEN IN MEDIA & NEWS

LOCAL SIPS & BITES

LOCAL MUSIC

FASHION BLOGGERS

TRUNK SHOW

@WhatIWore

I’m a vintage

girl at heart,

and the Deco

is winning me

over! What a

fabulous night.

Thank you

MicheleOnTour

@ZoéChic

@MicheleWatches

swag bag has all the

essentials a girl needs!

#MicheleOnTour

@Kaylabean

BEAUTIFUL.This is a

night to remember

#MicheleOnTour

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MICHELE’S ACHIEVEMENTS

WITH THE SUCCESS OF THIS

CAMPAIGN, THERE WILL BE

INCREASED BRAND RECOGNITION

AND DESIRE FOR MICHELE WATCHES,

WHICH WILL INCREASE SALES AND

MARKET SHARE.

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ONCE WE HAVE MET SUCCESS IN

THE U.S. WE WILL EXPAND OUR

CAMPAIGN GLOBALLY WITH A MEET

MICHELE WORLD TOUR.

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EMPHASIS ON THE HOLIDAY AND MAY GRADUATION SEASONS

USE A HOLISTIC APPROACH

ACROSS A VARIETY OF

MEDIA COMMUNICATION

TO INCREASE AWARENESS

IN KEY MARKETS

MEDIA STRATEGY

2014 BUDGET FLOWCHART

MO

NTH

GROSS COSTJ F M A M J J A S O N D

OUT-OF-HOME (20 MARKETS)

MALLS-3 PANELS/60 MALLS

BULLETINS

PRINT

LUCKY SPREAD-2 PG/COLOR

LUCKY TABLET-2 PG/COLOR

GLAMOUR SPREAD-PG/COLOR

GLAMOUR TABLET-2 PG/COLOR

DIRECT MAIL-3,000 TOUR INVITES

DIGITAL

FACEBOOK

TWITTER

PINTEREST

TOUR BLOG

E-MAIL BLAST-3,000 TOUR REMINDERS

MICHELE ON TOUR

NATIONAL TOUR/TRUNK SHOW EVENTS

PRODUCTION

TOTAL

$557,308

$1,411,765

$882,840

$68,824

$1,308,769

$28,532

$35,294

$15,529

$1,647,059

$100,000

$7,855,920

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JESSICA ALBA EMBODIES OUR BRAND DIRECTION

FOR MICHELE WATCHES. SHE’S A SUCCESSFUL

ACTRESS, ENTREPRENEUR AND MOTHER.

JESSICA STARTED THE HONEST COMPANY A

YEAR AGO, WHICH WAS CREATED TO HELP MOMS

GIVE THEIR CHILDREN SAFER PRODUCTS WITH

ECO-FRIENDLY NATURAL DIAPERS, WIPES,

BATH & BODY CARE AND NON-TOXIC

CLEANING PRODUCTS.

CELEBRITY BRAND AMBASSADOR

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CONTACT

Emilie Schoel

Creative Art Director

Agency: TM

Noémie Wilson

Creative Copywriter

Agency: Publicis

Angie Banks

Planning

Agency: Moroch

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Joanie Swearingen

Brand Management

Agency: Richards

Melinda Watson

Program Manager

Agency: The Marketing Arm

Lynette Crenshaw

Media

Agency: TracyLocke