[ blueprint ]Final campaign analysis

report Jamie Smith

Kyle CarrMaurice Valcourt

Rachel King

[ the client ]• Cyndy Gibson owns three clothing stores in downtown

Kingston including Blueprint, Three Boutique and Agent 99

• Each store is different, Blueprint focuses on male and female casual clothing

• Blueprint is all about brands – they have the hottest brands in the Kingston area

• They are highly active on Facebook, Twitter and Pintrest

• The goals of the client include 1. Having customers leave with more than one item 2. Encouraging couples to buy

[ the target market ]• Blueprint’s target market includes males and females

age 18 to 30

• They are active in art, theatre and music

• They enjoy experiencing the downtown way of life

• Our specific target market for this campaign includes Queen’s students which fits the demographic profile of the store

• Based on our creative, we wanted to target engineering students because they will relate to the blueprint design

[ the big idea ]• Play on words with blueprint

• Customers fill out general items on Blueprint to complete it

• They receive 1 free ballot for the draw when blueprint is completed

• Matches up Blueprint and Engineer students perfectly since they us blueprints to do their work

[ the appeals ]Lifestyle Appeal • Was chosen because of our offer, the offer included buying a new outfit for a night out. •It is common for people to buy a new outfit before a night out, and also when the weather begins to change from cold to warm (i.e. spring)Emotional Appeal•We used an emotional appeal in our copy and offer as well. With the purpose of attracting more couples into the store. •The offer is designed to be a night out for couples, and the new outfit can be used as a way of making a good impression.Timing Appeal•The timing appeal has to do with when the campaign is being run. Timed to get the interest of students as they are about to finish another successful school year. •Also being in spring, like mentioned above, consumers are more likely to be looking to buy new clothing

[ the offer ]The offer for our campaign consists of 4 gift cards each with a value of $25, towards a dinner and drinks at Jack Astor's as well as 4 gift cards worth $10 each to Mio Gelato.•Customers had to be engineering students at Queens University•Purchase 3 items from [blueprint] with a value of $60 or more. • All customers who meet these requirements are entered into the draw.

This offer was chosen because we felt that it worked perfectly into our campaign. The original idea was to get VIP access at a club, but when no place was willing to give us this, we changed our focus to popular restaurants. The offer helps together all our appeals we wanted to use and was a great incentive for our Target Market (studious engineers, looking to have a “special” night out to celebrate semesters end). With eight separate prizes, we give the customers plenty of incentive, as they have a higher chance of winning.

[ the desired action ]Sales

•The primary action we were trying to generate was sales inside the store. To be more specific we were looking for purchases on multiple items per visit.•We were also looking to try and have customers shop in “couples”. They tend to buy more items when shopping together as oppose to separated.

Database•We wanted to collect emails for all the customers who were going to be entered into the draw. This was for contact information if the person won, but also to start a database for future campaigns.

Awareness•The last action we were looking for, was simple word of mouth buzz or more awareness of [blueprint] clothing. We were hoping that the Target Market would talk to others outside of the Engineering part of Queens and generate awareness for the store, and generate interest from others in potential future campaigns more directed at them.

[ the channel ]• The channel selected to deliver the direct marking

campaign is Facebook

• We chose this channel because it was the most direct way to reach our target and reach a far greater number than 25 students

• We will use this channel by uploading the promotional creative and writing a small excerpt of information on the Queen’s Engineering Facebook group

• Direct marking done through social media can have a 2-28% redemption rate

Check out the Facebook group here: Queen’s Engineering 2015

[ the creative ]Offer – $25 gift card to Jackastor’s and a $10 gift card to Mio Gelato

Appeals – lifestyle and emotional (the perfect date)

Call to action – come to the store and tell the staff your school and program

Product – Blueprint clothing

[ the results]Reach- 4800 between 4 private Facebook groups4 Likes3 comments6 e-mails sent

Metrics: Since this campaign had a unique method of delivery in that we were able to infiltrate privatized groups through mutual contacts our measures of success were based on likes, comments, e-mails acquired and finally the total reach and exposure provided over all.

Our revision lead to a more aesthetically pleasing interaction within our target market. More people inquired how ever a lot of students mentioned privately that at a different time of year they have been more inclined to participate.

[ the analysis]Future considerations: First and foremost it would probably be best to hold this event in September during the first few weeks of the new school year. One major grand prize and smaller secondary prizes instead of 4 equal value prizes might stimulate greater interest as well. I would continue with the Facebook of delivering the message to the targeted consumer as it provided little to no cost at all towards the campaign.

[ blueprint ]Thank you.

Jamie SmithKyle Carr

Maurice Valcourt Rachel King