Integrated Marketing Communications Campaign for Amy Kate

December 3, 2012

Grow Your Party

OUR TEAM

WHAT WE KNOW ABOUT

YOU

771 likes

6 followers

23 followers

STRENGTHS

THINGS WE DISCOVERED

YES

NO

NO

YES MAYBE

NO

YES

WEAKNESSES

OPPORTUNITIES

THREATS  

THREATS

I DON’T LIKE TO GARDEN

I LIKE TO GARDEN

I LIKE TO GARDEN, BUT HAVE NO TIME

NO SPACE

Build up on your strengths We will...…

Minimize your threats  

Solve your weaknesses  

Take advantage of your opportunities

YOUR TARGET AUDIENCE

!  Girls ages 14 and under !  Women ages 35-55 !  Higher socioeconomic status

MARKETING OBJECTIVES

•  Launch our four month campaign beginning on March 1st,2013 •  reach our target audiences in the most effective way •  Create a way to help people understand how this product will

engage their creative side •  Promote and increase brand awareness, which will be measured

by social media activity, party hosts, and party attendance   Increase number of party attendees by 15%   Improve number of party hosts by 10%   Triple Facebook likes   Increase Instagram activity

AUTHENTICITY

HOW WILL HELP YOU

‘Grow Your Party’ Campaign Launch

Tour De Fleur Instagram Regional Contest

2 3 1

Klyde Warren Park

GROW YOUR PARTY

Stands selling miniature gardens for the home

FREE fairy-themed miniature garden activities for children  

Face Painting

‘Grow Your Party’ Campaign Launch

Tour De Fleur Instagram Regional Contest

2 3 1

HITTING TWO BIRDS WITH ONE STONE

2nd grade Girl Scout troops from the top

private schools in each of the chosen cities

Mothers who like to garden, but have no time

3.2 million Girl Scouts nationwide

There are 62,800 2nd grader Girl Scouts

Each troop consists of 10-25 girls

Encourage activities with parents

100th anniversary

One of the biggest networks IN THE NATION

Nearly 1 million adults volunteer with activities

each year

There are numerous troops in each city

GROW YOUR PARTY

Tour De Fleur on the

Some schools to consider San Francisco

Corpus Christi School Los Angeles

Delores Mission School San Diego

Calvin Christian School Phoenix

Benchmark School Dallas

The Hockaday School

Houston Awty International School

San Antonio Saint Mary’s Hall

Jackson First Presbyterian Day School

Atlanta Montessori International School

Memphis Harding Academy

Charlotte Walnut Grove Christian School

Fort Lauderdale Pine Crest School Philadelphia

William Penn Charter School Boston

St. Peter’s Academy New York City

Sacred Heart

‘Grow Your Party’ Kick Off

Tour De Fleur Instagram Regional Contest

2 3 1

Compete against troops in other states for the most likes

MARCH

March 1st Grow Your Party Kick-Off Event at

Klyde Warren Park

APRIL MAY JUNE

March 5th Begin Tour de Fleur

T I M E L I N E

•  San Francisco, CA •  Los Angeles, CA •  San Diego, CA •  Phoenix, AZ •  Dallas, TX

Tour de Fleur visits:

•  Houston, TX •  San Antonio, TX •  Jackson, MS •  Atlanta, GA •  Memphis, TN

•  Fort Lauderdale, FL

•  Charlotte, NC •  Philadelphia, PA •  Boston, MA •  New York, NY

Tour de Fleur visits: June 1st Submitted pictures are

uploaded onto Instagram, and the

contest begins

June 30th Contest closes and

winner is announced

MEDIA OUTLETS

RESULTS WE EXPECT TO SEE

1000 followers

Triple the number of

likes

YOU gave US

$100,000

WE CAN DO ALL THIS FOR ONLY

$94,945 BUT

WILL SAVE OUR WORLD CREATIVITY

Thank You