campaign 2 final deliverables copy and visualization

Due: October 25, 2012

Campaign 2 Final Deliverables Copy And Visualization

Lauren Kett Brittany Atkinson

Zach Glaros

TABLE OF CONTENTS

THE CREATIVE BRIEF 2

KEY FACT 2 PROBLEM THAT ADVERTISING MUST SOLVE 2 ADVERTISING OBJECTIVE 2 PROBLEM THAT ADVERTISING MUST SOLVE 2

CREATIVE STRATEGY 3

TARGET AUDIENCE 3 POSITIONING 3 PRINCIPAL COMPETITION 3 KEY CONSUMER BENEFIT 4 REASON WHY 4 MANDATORIES AND POLICY LIMITATIONS 4

MARKET RESEARCH 5-6

STRATEGY 7

OUTLINE 7 THE WEBSITE 9 MANNEQUIN SCANNING 10 THE TELEVISION COMMERCIAL 11 THE PRINT ADVERTISEMENT 12 REWARDS AND POINTS 12

APPENDICES 14

DETAILED BUDGET 14 CREATIVE SAMPLES 15-20 FORECAST OF MARKETING RESULTS 21 STRATEGIC SUMMARY 22-23

BIBLIOGRAPHY 24

dELiA*s Advertising Campaign 1

The Creative Brief

Key Fact:

Create an experience for consumers through the website and advertising outlets

so consumers feel the personal and interactive experience of shopping in store.

Problem that Advertising Must Solve:

The business has been unprofitable in four of the last five years, due to lack of

awareness and the target marketʼs accessibility to purchasing power due to their

age and the platform the merchandise is being sold on. Limited retail locations

have also lead to this unprofitable standing.

Advertising Objective:

dELiA*s will create an online experience that mirrors the qualities and benefits of

in-store shopping. Implemented advertising will encourage consumers to visit a

site where they can shop in a dELiA*s store from the comfort of their own homes

or on the go with the dELiA*s app. The consumers will encounter a fun and

interactive shopping experience that makes them feel as though they are the

priority. The online shopping experience should be marketed to instill the idea

within consumers that shopping in an online dELiA*s is just as exciting and even

more personalized than an in-store experience.


Creative Strategy

Target Audience:

Our target customer is a 17-year-old girl who is a junior in high school. This

target age allows us to be somewhat of an aspiration for our younger customers,

who can be as young as 12.

Positioning:

dELiA*s wants to be the fashion destination for young girls across the country.

dELiA*s wants to be seen as fun and exciting among its target audience to

encourage more interaction with the brand among young girls. Our strategy will

focus on increasing the interaction between consumers and the brand through

new and exciting ways by using various forms of technology.

Principal Competition:

dELiAʼs is a direct marketing and retail company competing with its competitors

to sell apparel, accessories, footwear, outerwear, dresses and swimwear. Their

direct competitors are Abercrombie & Fitch, Aeropostale, bebe, Nordstrom, The

Cato Corporation and Wet Seal, according to the Company Profile published by

MarketLine Advantage on 24 May 2012. dELiAʼs indirect competition is all retail

companies marketing to high school girls hoping to inspire 12-14-year-olds to


follow suit.

Key Consumer Benefit:

dELiA*s offers a wide variety of unique stylish clothes and accessories for young

women. They also feature a wide variety of trademarked characters on their

clothing, such as Pretty Little Liars, Hello Kitty and Harry Potter. Consumers are

able to shop at dELiA*s for these styles that they are not able to get anywhere

else.

Reason Why:

dELiA*s brand and their styles are what makes them unique. By featuring their

styles and fashions in our campaign we will be able to appeal to their consumers

and what they are looking for. The limited number of stores across the country

hinders their ability to reach their target market; our campaign will seek to reach

their consumers better and more effectively.

Mandatories & Policy Limitations:

dELiA*s company logo is simply their name dELiA*s with a flower for the

apostrophe. Mandatories for the campaign include: market research, marketing

strategy, media plan, creative, strategy, and a detailed budget with a limit of

$500,000. The campaign will focus on using all of the different marketing

channels to increase interaction with dELiA*s consumers. These channels


include print catalog, web site, retail stores, web based marketing channels, as

well as social and mobile platforms. The two areas for potential business will be

targeting new potential customers and targeting existing customers and our

campaign will have advertising to spending ratio of 50 or less.

Market Research

dELiA*s Inc. is a “multi-channel retailer sells trendy clothing, accessories,

and home furnishings to teenage girls through about 110 dELiA*s stores, a

catalog, and its website,” according to the Company Overview by Hooverʼs a

database that provides comprehensive insight and analysis about companies.

Stores are located in about 35 states along the East Coast and in the Midwest,

but the company is struggling to remain popular with teens in the retail sector.

The company's fiscal 2012 sales are currently down 3%, though the year is not

over, compared to 2010; the business has been unprofitable in four of the last

five years. Online sales showed a slight increase however, while catalog sales

fell 41%, according to Hooverʼs dELiA*s 2012 company report.

dELiA*s website is designed to engage visitors with entertainment news,

college information, quizzes, social media, horoscopes and more. Purchases

made online target customers more directly, and help it identify potential retail

store locations, according to Hoover.


In recent years dELiA*s has focused on its mall-based retail store, they

have added about 15 stores in recent years and stores have grown to account for

more than 50% sales, according to Hoover. However, the company is closing

some underperforming locations, the company is also stopping a large amount of

catalogs it mails (from 69 million in 2008 to about 38 million last year); since the

company wants Internet sales to grow. “E-commerce contributed more than 90%

of non-store sales in fiscal 2012,” according to Hoover.

In general, retail sales are uneven because of seasonal demand during

the winter holidays, causing a disproportionate share of revenue during the fourth

quarter. Back-to-school and spring and fall fashion introductions drive sales

peaks for the fall season, according to Hoovers retail industry challenges.

“dELiA*s, Inc. has reported that net loss for the second quarter ended July 28,

2012 was $5.21 million, or $0.17 loss per share, compared to a net loss of $9.61

million, or $0.31 loss per share, for the same quarter ended July 30, 2011,”

according to Factiva company news for dELiA*s. So they are improving, relatively.

“Net revenues for the second quarter ended July 28, 2012 were $48.3 million,

compared to $44.35 million for the same quarter ended July 30, 2011,” according

to NewsWire company news article dELiAs Q2 net loss decreases.

Walter Killough, CEO, commented, "We are extremely pleased with our

second quarter performance in both our retail and direct segments. Our results

were driven by favorable customer reaction to the changes in our merchandise

assortments and visual presentation for our dELiA's brand, which led to double


digit increases in both comparable store sales and in our dELiA's direct business,

as well as higher merchandise margins."

Strategy

We propose that dELiA*s focus more attention on brand awareness,

online sales and promotion of the company as providing premiere and

personalized services. To achieve this, dELiA*s should run a campaign aimed at

increasing knowledge of the brand among the target audience of current high

school consumers who influence the desires of 12 to 14-year-olds. It is also

important for dELiA*s to promote their brand image and gain more website and

application traffic.

The campaign will include a national run television commercial, along with

physical displays in locations relevant to the target audience, interactive

redesigning of the website, a print advertisement promoting the campaign,

improvements to shipping methods and packaging, and addition of a status point

system for repeat customers.

Outline

• Website: A complete redesign of the website will create a virtual dELiA*s

store, allowing customers to have the in-store experience and prevent post-

purchase disappointment. Once inside, music will begin playing, to simulate

the real dELiA*s shopping experience. Several small clusters of racks and


tables would line the walkway and sections would have descriptions of the

category. Visitors then scroll through the clothing chosen as if looking through

a clothing rack. Then clothes appear on mannequins with the measurements

input by viewers. From the fitting room visitors can add the items they want to

their “closet,” a rebranded name of a shopping cart. “Stylist recommendations”

recommends merchandise to the customer based on prior purchases.

• Mannequin Scanning: Chic mannequins will be displayed in malls and have a

QR code on its chest allowing users with the dELiA*s app to scan and

transform the mannequin to be dressed on their screen. Scanners will receive

a coupon for their next purchase and 30% off the outfit viewed. The outfits

change monthly and peak curiosity and encourage immediate purchases.

• Television Commercial: The commercial will depict two 17-year-old girls on a

shopping spree, beginning with the girls walking through the storefront doors

and grabbing item after item off of racks and handing them to a “stylist”. The

girls will be in their “closets” trying on the clothes and then precede to

checkout. The camera will shoot a close-up on one of the girls and then pan

out to see that they are actually shopping online.

• Print Advertisement: The print ads will be in magazines targeted toward the

desired demographic, such as Seventeen magazine, to increase awareness.

The ads depict the mannequins with QR codes, also featured in malls. The

advertisements will be simple and clean to demonstrate the premium status of

the products.


• Rewards and Points: dELiA*s will have a new rewards program, with three

levels, that classify members according to how many points they earn through

spending on the app and online, scanning mannequins; this all encourages

out of store shopping. Membership levels include the Silver, Gold and the top

level being Diamond Members.

The Website

The new website would include a complete overhaul. The new site will

create a virtual dELiA*s store, allowing customers to have the in-store experience

when going to a brick and mortar dELiA*s isnʼt an option.

The site would open to the front doors of dELiA*s, two large chrome doors,

with glass windows on either side displaying dELiA*s mannequins. “dELiA*s”

would be illuminated above the door and “Enter” would hover in front of the doors

to indicate traffic direction.

Upon clicking “Enter,” the doors would open and the site would move

consumers into the store. When entering the store, music will begin playing, to

simulate the real dELiA*s shopping experience. Several small clusters of racks

and tables would line a chrome-tiled walkway with white carpet on either side.

Each section would have a floating description of the category of products. The

back wall would house the shoes and accessories with additional floating labels.

Once the rack is chosen, consumers see all available clothes at the

bottom of the page, allowing visitors to scroll through them as if looking through a


clothing rack. Once an item is chosen and clicked on, it will appear on a dELiA*s

mannequin with the same measurements of the site user, previously input by

viewers, to depict how the items would fit on the shopper. The redesigning of the

website will make this as realistic as possible to prevent post-purchase

disappointment.

From the fitting room visitors can add the items they want to their “closet”.

The closet is the same as a shopping cart; the new design is renaming the

feature and designing clothes to hang as they would in an actual closet. There

will be racks at the bottom for shoes and all the clothes hung up according to

style or pieces.

Another added feature for the website is “stylist recommendations.”

Repeat visitor accounts will have a “your stylist recommends for you..” section

with each visit where dELiA*s recommends merchandise to the customer based

on prior purchases. There will also be “stylist assistance” for visitors; for example,

if someone has been on the site for 15 minutes or longer, a sales representative

will message customers through the site asking if they are finding everything

alright. These added features are added to make online shopping an in-store

experience.

Mannequin Scanning

Mannequins will be displayed in malls that the target market

frequents. The mannequins will be chic, shiny and solid pink with soft curves and


no faces or clothing. The mannequin will have a QR code on its chest that allows

users with the dELiA*s app to scan the mannequins. The display tell viewers to

scan the code that will transformed the mannequin to be dressed in a new

dELiA*s style. Scanners will also receive a special dELiA*s coupon for their next

purchase and 30% off the outfit seen on the mannequin. The outfits and coupons

change monthly, so people come back and rescan for new coupons. Only one

coupon is allowed per account per month. In addition, account holders will

receive points to there for each different mannequin they scan to be added to

their status points.

The mannequins will peak curiosity and encourage past consumers to

make future purchases with the coupons and discounts. The fact that the

mannequins offer discounts and force consumers to the actual app mannequin

scanning can encourage immediate purchases.

The Television Commercial

The commercial will depict two 17-year-old girls on a shopping spree. It

will begin with the girls walking through the chrome storefront doors of dELiA*s.

The girls then begin their shopping spree grabbing item after item off of racks and

handing them to a “stylist”. The girls will be in their “closets” trying on the

clothes. When they are done they will choose the clothes they want and precede

to checkout with them. The camera will have a close-up on one of the girls and

then pan out to see that the two girls are actually shopping online.


The Print Advertisement

The print ads will be in magazines targeted toward the desired

demographic, such as Seventeen magazine. One of dELiA*s major problems is

lack of awareness. By having memorable ads in popular magazines dELiA*s will

quickly increase awareness with their target market.

The ads would be based on the chic, pink mannequin with QR codes

featured in malls. The advertisements will be simple and clean to demonstrate

the premium status of the products. The mannequin will be presented, centered,

against a black background with dELiA*s across the top of the ad. The same QR

codes as the mall platforms will be seen on the chest allowing readers to scan

the code and be taken to the website.

Rewards and Points

dELiA*s will have a new rewards program in which there are three levels.

Members of the dELiA*s rewards program will be classified according to how

many points they earn; the lowest level being Silver Members, the next level

being Gold Members and the top level being Diamond Members. Each level of

members has different rewards and benefits. All rewards program levels will have

first access to coupons and special deals, as well as free shipping for online

purchases, and a first look at new styles before other dELiA*s shoppers.


Coupons and special offers increase in quality and amount as you move up in

membership levels. Diamond members will receive special treatments in stores

such as having access to a personal “Stylist” with each visit. Points can be

earned in several ways. Every dollar spent earns one point and online and in-app

purchases earn double in an attempt to encourage out-of-store shopping. Points

can also be earned with mannequin scanning.


Appendices

A. Detailed Budget

Medium Cost

Website $10,000-$25,000

Mannequin Scanning

Mannequin: $260 each, need 360

$260 x $360 = $93600

Television Commercial

$150,000 for spot on national show

Print Ad $70,000 1/3 full color ad in “17”

Rewards

and Points

10,000 cards = $1,498


B. Creative Samples

Website:

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A/2$'(:*&@'$(


Chosen type of clothing; I.e. tops, pants, coats, etc.

Dressing room lights; preferably with silver mirrored back

Arrows used to scroll through clothing rack

Clothing rack with available options

Mannequin that selected clothes will appear on; shopper can input personal measurements for realistic fitting

Takes to shopper’s closet

Discards current outfit


Mannequin Scanning:


Television Commercial Storyboard:


Print Advertisement:


C. Forecast of Marketing Results

By identifying and creating a campaign that addressed dELiA*s weaknesses

our agency predicts a very positive outcome from the campaign seen through

real sales on their website and gained awareness nationwide.

Online purchases target customers directly and the complete overhaul and

redesign of the website to simulate an in store shopping experience will increase

sales in their internet sector, as the company desires according to Hoover data.

dELiA*s has recently focused on its mall-based retail store, and the website

will add to the “in-store” sales, which currently make up over 50% of sales. By

placing mannequins in the 360 most visited malls by their target market, dELiA*s

will be able to capture the attention of potential shopper, whom the company is

currently struggling to stay relevant with. They will interact with the QR coded

mannequin and be encouraged to make purchases immediately, to make the

company profitable which it hasnʼt been for four of the five past years.

Walter Killough, CEO, is changing the visual presentation of the dELiA*s

brand and we will continue to do this by placing mannequins in print

advertisements as well as commercials to completely saturate the target market

with the newly rebranded retail store.


D. Strategy Summary

Medium Campaign Proposed Strategies

Website A complete redesign of the website will create a virtual dELiA*s store,

allowing customers to have the in-store experience and prevent post-

purchase disappointment. Once inside, music will begin playing, to

simulate the real dELiA*s shopping experience. Several small clusters of

racks and tables would line the walkway and sections would have

descriptions of the category. Visitors then scroll through the clothing

chosen as if looking through a clothing rack. Then clothes appear on

mannequins with the measurements input by viewers. From the fitting

room visitors can add the items they want to their “closet,” a rebranded

name of a shopping cart. “Stylist recommendations” recommends

merchandise to the customer based on prior purchases.

Mannequin

Scanning

Chic mannequins will be displayed in malls and have a QR code on its

chest allowing users with the dELiA*s app to scan and transform the

mannequin to be dressed on their screen. Scanners will receive a coupon

for their next purchase and 30% off the outfit viewed. The outfits change

monthly and peak curiosity and encourage immediate purchases.

Television

Commercial

The commercial will depict two 17-year-old girls on a shopping spree,

beginning with the girls walking through the storefront doors and grabbing

item after item off of racks and handing them to a “stylist”. The girls will be

in their “closets” trying on the clothes and then precede to checkout. The

camera will shoot a close-up on one of the girls and then pan out to see

that they are actually shopping online.

Print The print ads will be in magazines targeted toward the desired

demographic, such as Seventeen magazine, to increase awareness. The

ads depict the mannequins with QR codes, also featured in malls. The


advertisements will be simple and clean to demonstrate the premium

status of the products.

Rewards and

Points

dELiA*s will have a new rewards program, with three levels, that classify

members according to how many points they earn through spending on the

app and online, scanning mannequins; this all encourages out of store

shopping. Membership levels include the Silver, Gold and the top level

being Diamond Members.


Works Cited

Biesada, Alexandra. "dELias, Inc.." Hoover's. Hoover's, n.d. Web. 27 Sept. 2012.

<subscriber.hoovers.com/H/company360/competitorsList.html?companyI

d=52630000000000>.

"Factiva." dELia's. N.p., n.d. Web. 1 Oct. 2012.

<http://global.factiva.com/aa/?ref=AFPR000020120906e896006sh&pp=1&

fcpil=en&napc=p&sa_from=>.

"Find Girls Clothing and Teen Fashion Clothing from dELiA*s." Find Girls

Clothing and Teen Fashion Clothing from dELiA*s. N.p., n.d. Web. 2 Oct.

2012. <http://store.delias.com/home.do>.

NewsWire. "dELiAs Q1 net loss decreases." MarketLine Advantage. N.p., 28

June 2012. Web. 2 Oct. 2012.

<http://advantage.marketline.com/Product?pid=15789FC5-D0D3-

4705-904C-8191C12974D6>.

NewsWire. "dELiAs Q2 net loss decreases." MarketLine Advantage. N.p., 3 Sept.

2012. Web. 2 Oct. 2012.

<http://advantage.marketline.com/Product?pid=43FC2D14-96C5-4960-

BDDD-707A32BA789E>.

"Retail Sector." Hoover's. Hoover's, n.d. Web. 27 Sept. 2012.

<subscriber.hoovers.com/H/industry360/businessChallenges.html?i

ndustryId=1518>.

"Female Mannequins from Mannequinland." Mannequinland has mannequins for all kinds of displays.. N.p., n.d. Web. 24 Oct. 2012. <http://www.mannequinland.com/femalemannequin.htm>. http://www.seventeenmediakit.com/r5/showkiosk.asp?listing_id=4473755

&category_id=31772 http://domainshane.com/complete-‐list-‐of-‐30-‐second-‐ad-‐cost-‐for-‐all-‐

primetime-‐tv-‐shows-‐a-‐200000-‐domain-‐looks-‐like-‐a-‐bargain/ http://alltimeprint.com/pvc-‐goldsilver.php http://www.aaxnet.com/topics/webcoml.html

campaign 2 final deliverables copy and visualization

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