IMC Plan

The following report was made to focus advertising and marketing tactics towards

females ages 18-30 who enjoy being physically active. I plan on targeting new customers

while strengthening the brand name amongst previous customers as well.

In addition to magazine, newspaper, and TV broadcast advertisements, I would

like to start a college campus representatives program that would run from the start of the

fall semester until the end of winter semester. With this program, females on large

campuses would work as spokespeople for the company by wearing, promoting, and

advocating for Lululemon workout attire. The number of representatives would vary

depending on the size of the college. Larger universities would have at least 10

representatives while smaller colleges may only have two or three. These representatives

would also be in charge of specifically designed social media pages on Twitter and

Instagram. For example, at New York University, the representatives would run a Twitter

with the possible name of @LululemonNYU. On social media, representatives would be

posting pictures of females wearing Lululemon and spreading the word about the

company. In addition, these representatives would do special clothing giveaways to

females on campus who participated in contests and other promotional events. Not only

does this promote new customers to buy Lululemon apparel, but it also allows the

company to showcase new products and receive feedback from their target audience.

These events and giveaways would be done once a month throughout the school year,

from August until April, and would cost approximately $500 a month. The money would

go towards the purchasing of Lululemon apparel to giveaway as prizes to numerous

winners. For both the fall and winter semesters, Lululemon would be spending about

$4,500 per campus on this college representatives program.