Student Brand Ambassador

2013

Jessica Finch, Cheltenham

The challenge

“How would you advertise/promote your local Superdry store to students in your local

area?”

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Let’s look at how we can use;AwarenessPromotions

EventsEngagementSponsorshipPartnership

Targeting the U.o.G

“We’re a student based brand, so let’s start the awareness campaign on campus for maximum exposure”.

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Awareness activities

1. Screen savers on UoG computers.2. Rolling ‘stills’ advert on plasma screens in the SU and Refectory to ensure brand

recognition in these more relaxed environments.3. A new idea to host a week of course supporting lectures from Superdry covering

marketing, business, music, fashion and design.4. Targeting student based events

a) Fresher’s Ball/Summer Ballb) Fresher’s Fair c) Superdry in the Parkd) Superdry Winners

Let’s talk social media.

“The essence of social media is knowing your audience and engaging them in something they love.”

1. Introduce localized Facebook and Twitter competitions, using incentives for online or local store purchases.

a) Blog sites and Twitter hash tags can be used so that students can upload images of their Superdry outfits and products.

2. Additionally use low cost mass promotional tools such as university email, student forums and news letters to further expand awareness of the store, its exclusives and lock-in events.

#SuperdryMyWay

“How do you wear yours?”

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The importance of freshers.

Freshers Week1.Target Freshers Fair!

a) Use small freebies and maximise data capture opportunities.b) Use incentives for online or store purchases.c) Go beyond Freshers with DJ’s playing to promote partnerships with

student clubs, e.g. Blue&Blue at MooMoo’s.

2. Freshers may be unaware of the surrounding area and what it has to offer. The use of small incentives will encourage them to find out what the local store has to offer.

A Fresher Than Fresh Incentive – new idea! The Fresher’s Survival Pack – Place an individual card in each survival pack with a unique barcode on, if they wish to find out whether they have won a free Superdry product they need to take their card into the store and get it scanned.

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Could it be you?

Find Out In-Store Now

Incentive Mock Up

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Tailored brand and campaign.

1.Create familiarity with the brand by showing Cheltenham and well known areas in mock up images using students as models.

2. Tailor campaigns to include students in the design process. Let students feel like they had a part in something ‘high-end’ and ‘exclusive.’

3. Those campaign images could then be displayed around the university campuses, in popular student areas and in the store itself for leading up to the Lock In event.This way students will feel the brand is really aimed at them and their surrounding area.

This will personalise the brand experience to the student community.

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Creating Familiarity.

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1. Sponsored DJ set’s at local clubs on student nights (Blue & Blue).

a) VooDoo - Superdry prize giveaway. b) DJ’s at Freshers fair - Superdry stand.

Creating an atmosphere. c) Use freshers fair as a data capture to

communicate future events and promotions over the next 12 months.

d) Sign up with Superdry and get a free poster.

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Partnerships

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Partnerships

1. Host a week of course supporting lectures from Superdry covering marketing, business, music, fashion/design, with guest speakers as required.

2. Liaising with influential people on campus will help promote across a wider variety of students.a) SU President, Sports Officer and

Education Officer all have strong connections to a wide variety of student groups.

b) Team and club captains of sports teams and societies.

Creating a small team of students to help give out promotional material such as flyers would help to achieve mass audience attention in a shorter time frame.

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Summary

By using the connections and partnerships that the university itself has access to the brand can market itself to a mass audience with ease. I look forward to working on these ideas, expanding and improving them into successful marketing campaigns. Working with the marketing team will provide me with first hand experience that will help me in my future opportunities.

Student Brand Ambassador 2013.