Strategic Communications Plan 2016

Casie Kiel

August 2016

Georgetown University

MPPR 950: Capstone Summer 2016

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TABLE OF CONTENTS

I. EXECUTIVE SUMMARY………………………………………………………3

II. BACKGROUND………………………………………………………………....4

III. SITUATIONAL ANALYSIS………………………………………………..….11

IV. PROBLEM/OPPORTUNITY……………………………………………...……11

V. GOAL………………………………………………………………...………….11

VI. OBJECTIVES……………………………………………………..……………..12

VII. KEY PUBLICS…………………………………………………………………..12

VIII. BRAND POSITIONING & FRAMING…………………………………………13

IX. MESSAGES……………………………………………………………………...14

X. STRATEGIES & TACTICS……………………………………………………..16

XI. CALENDAR……………………………………...……………………………...21

XII. BUDGET…………………………………………...……………………………24

XIII. EVALUATION………………………………………………………………….29

XIV. APPENDICES……………………………………...……………………………32

Appendix A: SWOT Analysis……………..………………………………………32

Appendix B: Survey (Original research)……………………………………………...32

Appendix C: Online Content Calendar…………………………………………..…...35

Appendix D: Mockup of #LoveTrunkClubCustom campaign

Instagram & Facebook posts…………………………………………………………...36

Appendix E: Mockup Invitation to the Fall Preview Party………………………37

Appendix F: List of D.C. blogs, bloggers, socialites, and power players……….38

Appendix G: Mock-Up E-Mail for the Insider Loyalty Program…………………..39

XV. REFERENCES…………………………………………………………………..40

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EXECUTIVE SUMMARY

“We don’t do fashion shows. We’re not a fashion company. We’re an apparel business,

and a service business.” ~CEO Brian Spaly

Trunk Club is a clothing service that combines the expertise of personal stylists

with exceptional service and top of the line brands to outfit their clients for every aspect

of life. In today’s fast-paced, technology-enabled world it is a retailer’s mission to not

only provide consumers with the best products available, but to ensure retailers are doing

so with the best customer service and convenience possible. Well-known consumer

review sites such as Yelp and public social media posts force companies to find ways to

break through the chatter and get noticed. Trunk Club found a way to serve its clients’

needs in a unique and personal way that fixes the problem most men and women deal

with; how to get great clothing and style advice without exerting the effort.

Trunk Club is a fairly new company that has already had much success in the

styling and boxed delivery service markets. Since its start in 2009, the company has

expanded into several locations across the United States to include Chicago, Los Angeles,

New York City, Dallas and recently Washington, D.C. In the D.C. region the company is

still relatively unknown particularly their custom clothing line which was introduced in

2015. A large portion of the company’s potential customers in this market are simply

unaware of Trunk Club’s existence. Trunk Club must overcome this challenge and build

relationships with their community to gain exposure for their services and increase

clientele. Without doing so, they face a loss in profits and an unsuccessful entrance into

the market.

The goal of this plan is to increase awareness and market share by re-launching

Trunk Club men's custom clothing line in the Washington, D.C. area by highlighting the

services and showcasing the quality products and merchandise this division has to offer.

To achieve this goal the plan will focus on four specific, measurable and timely

objectives which include the following: 1) increase engagement on social media by 25%,

2) generate ten to fifteen media placements in local D.C. media outlets, 3) host VIP

events and promotions for all audiences and, 4) activate seven new Trunk Club Custom

ambassadors to assist and motivate stylists in promoting Trunk Club Custom as the elite

experience in custom clothing.

These objectives will be communicated to 35-60 year old business men, wealthy

women with partners, luxury media and fashion and lifestyle bloggers in the Washington,

D.C. area. The message will be that Trunk Club Custom is the market leader in custom

clothing and styling services that gives its clients a luxury experience. The plan will

increase the online conversation surrounding Trunk Club, partner with local media and

bloggers to educate the consumer, leverage Nordstrom’s rewards points program for the

fall/spring fashion seasons, create a high-profile Love Trunk Club Custom campaign,

establish a gift promotion for local corporate headquarters conferences, utilize LinkedIn

to target key publics, and launch an insider loyalty program.

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This comprehensive plan will cost $295,720 and will take place over the course of

the 2016 fall and 2017 spring fashion seasons with room to expand into the future. It will

re-establish the custom line in the market as the first choice for consumers when looking

for specialty clothing, a great shopping experience and convenient service. It will also

brand the D.C. market office with a reputation that is superior to the competition in

regards to service, quality products and the ease and comfort of providing its consumers

the best wardrobe possible.

BACKGROUND

External Environment

The Economy

The U.S. economy is at a healthy state with technology, social media and cloud

computing industries on the rise. When the U.S. economy does struggle the Washington,

D.C. area is usually less affected than other cities given the proximity of the government

and high profile corporate headquarters to the area. The local market is doing particularly

well in 2016 with employment growth above the national average. Professional and

business services and the government and health service sectors make up the majority of

jobs.1

The median household income in the D.C. metro area is $91,193, which surpasses

the national average by more than $37,000 annually.2 Top management salaries for jobs

including legal executive, chief information officer, CFOs and CEOs are above national

levels with a CEO making a median of $750,000 annually. 3 Statistics show that people

living in the Washington, D.C. area have more disposable income for personal

experiences such as shopping, dining out and travel. Residents work hard but are also

able to enjoy their time off and take part in the many enjoyable activities and events the

city and surrounding area has to offer. A survey conducted of men living and working in

the D.C. region conclude that area residents also enjoy listening to local radio news

stations such as NPR as well as popular music stations 107.3 and 99.5. This group enjoys

reading GQ, Men’s Health, The New York Times and Forbes and are focused on

developing their personal interests and

hobbies just as much as they are career

focused.

Delivery Services

A booming economy comes with

increased work hours and a 24/7 connected

lifestyle which brings the need for fast,

convenient products like solutions in a box; a

rapidly growing trend. The subscription

delivery service culture has seen major

1 Society for Human Resource Management. 2016. Metro economic outlook: Washington, D.C. www.shrm.org: Society

for Human Resource Management,. 2 Ibid 3 Ibid

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growth with companies such as Amazon Prime, Blue Apron, Giant’s Peapod grocery

delivery and Birch Box delivering everything from food, clothing and beauty products to

children’s craft boxes and specialty razors to your doorstep daily, weekly or monthly.

Consumers are guaranteed to know at least one to two people in their network that

subscribe to one of these services. Seeing friends and family use these services increases

the likely hood of the individual trying it out as well.

Amazon spent $13.9 billion since 2010 on warehousing and fulfilment to support

its growing business. 4 Amazon Prime is one of the top delivery service subscriptions in

the country. Key drivers in the delivery service boom are attributed to worldwide

spending by millennials, which will grow 70% by 2020. It is predicted that there will be a

49% increase in smartphone penetration by 2017 and a 46% increase in internet

penetration by 2017 5

Digital Consumers & The eCommerce Boom

Consumer buying power is at an all-time high. Internet usage growth, unlimited

access to products, and the ability to get first hand recommendations from real people

enables buyers to dictate what they want to see and hear, not the merchant. 6

In 2015 mobile search surpassed desktop search for the first time and currently

79% of consumers use their devices to conduct local searches on a daily basis. 72% of

consumers want mobile-friendly websites, making website optimization for mobile

devices very important.7 Buy buttons are forecasted to have major growth in the future of

marketing. Pinterest leads the way with 60 million buy pins on its site and Twitter users

can now purchase directly from a tweet by clicking the buy button.8 Polls and quiz

popularity is on the rise, in 2015 quizzes were the most shared content on Facebook and

96% of users who take a sponsored BuzzFeed quiz will complete it.9 Companies must

embrace these trends, they must partake in mobile, social and other ways that grasp the

consumers attention like polls and surveys or they will fail to other companies who do

adopt these marketing elements.

Industry

Fashion & Retail

The fashion industry is a $1.2 trillion global industry and growing. More than

$250 billion is spent annually on clothing and merchandise in the U.S. Although the

majority of apparel manufacturing is still done overseas, the U.S. is known for it’s high-

fashion clothing which generates quick turn-around and high profits. 10

Social Media is

4 Accenture. 2015. Adding value to parcel delivery. https://www.accenture.com/t20151103T011715__w__/cn-

en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Dualpub_23/Accenture-Adding-Value-

to-Parcel-Delivery.pdf#zoom=50: Accenture, . 5 ibid

6 ibid

7 Morrison, Kimberlee. These are the 2016 digital trends consumers love (infographics). in AdWeek [database

online]. www.adweek.com, 2016 [cited June 15 2016]. Available from http://www.adweek.com/socialtimes/these-are-

the-2016-digital-trends-consumers-love-infographic/634774. 8 ibid

9 ibid

10 Office of Democrat Maloney, Carolyn B. 2015. The economic impact of the fashion industry. Joint Economic

Committee, United States Congress, .

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becoming the new storefront. Style leaders are creating links from social media sites to

retail sites and getting a commission from three to 20 percent. Popular bloggers who have

become social media stars make from $30,000 to $50,000 to host brand events for luxury

houses such as Louis Vuitton and Dior. 11

Couture is having a revival. High fashion customers want to mix high and low

styles and designers are starting to adopt this trend by putting more energy into building

their couture houses. Designers such as Viktor & Rolf and Jean Paul Gautier have

completely stopped their ready-to-wear houses to focus solely on couture. 12

Retailers

who are successful in building effective brand communities build a stronger loyalty

between brands and consumers.

Personal Styling

The personal styling industry is experiencing growth with time-pressed

consumers who have a plethora of choices. The over-reliance on digital communication

and cloud-sourced peer-advice is building a need for

expert opinions.13

Consumers place priority on

experiences over retail purchases and the luxury

experience personal shopping creates meets this desire

head on. Private areas, complimentary drinks, personal

attention and first looks at next-season trends make

shoppers feel special. Allowing shoppers to share

their experiences on social media and boast being “in

the know” before the rest of the world gives them the

elite experience they want.14

Two-thirds of men surveyed in the graph

shown consider themselves somewhat stylish/very

stylish meaning they are more likely to spend additional money on clothing. One in five

men aged 18-44 want to dress more stylish but do not know how, which shows a growth

opportunity for retailers to provide styling assistance.15

Demographics show most stylish

men who purchase clothing from high-end retailers are between the ages of 25-34, live in

urban areas and make an annual income of more than $75,000.16

Original research conducted with Washington, D.C. based men concludes that

quality of products is the key factor in their purchase decisions, a proper fit is the what

they would look for most in a custom garment and the majority surveyed would use a

personal stylists to select custom clothing for them.

Client Headquartered in Chicago, Illinois, Trunk Club was founded in 2009 by CEO

Brian Spaly who previously founded popular men’s clothing company Bonobos. The

personal styling service was started to solve the problem of the overwhelming and

11

Smulders, Tammy. 10 new trends in fashion retail. in Luxury Daily [database online]. 2015 [cited June 20 2016].

Available from https://www.luxurydaily.com/10-new-trends-in-fashion-retail/. 12

ibid 13

Goody, Alice. 2016. The personal styling opportunity. Mintel: Womenswear, . 14

ibid 15

Mintel. 2016. Men's clothing - perception of stylishness and attitudes toward style. Mintel: Mintel, . 16

ibid

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“Buying time is the most valuable thing

an executive can do, but until Trunk

Club opened its doors there was no

efficient way to outsource men’s

wardrobing.” ~Journalist, Kelly Reid

inconvenient act of shopping for clothing. Trunk Club pairs top brands with expert

service to provide a conveniently personalized experience with spacious lounges for

clients to meet with stylists and try on clothes while enjoying drinks from their open bar.

Clothes are selected by a stylist and shipped for free in a trunk directly to the clients’

door. There are no additional fees or subscription payments. Customers simply request a

trunk, pay for what they want to keep and ship back the rest within 10 days. 17

The custom-clothing program is part of the company’s promise to help its

customers always look their best. Personal stylists identify custom garments and fabrics

to create a statement piece or go-to item that fits the individual incredibly well. In six to

eight weeks garments arrive to the clubhouse for a final fitting. Suits range from $800 to

$1,000 and are delivered to clients in under two months.18

From April 2013 to May of 2014 its customer base tripled in size and it nearly

doubled its sales force over the same time period. It hit nearly $100 million in revenue by

2014, up $1 million in 2010 and up from $20 million in 2012.19

On August 22, 2014

Trunk Club was bought by department store Nordstrom for $350 million.20

It’s clients

were mainly wealthy men, however, as of 2015, a trunk club service for women has been

introduced. The Nordstrom acquisition brought with it a much larger inventory, which

was a challenge the company was facing, allowing the clientele to expand.21

The

acquisition also gave Trunk Club a higher growth rate, profitability, revenue and more

distribution and sales networks.22

The average price of a trunk depends on what the client

selects. Merchandise is priced similar to high-end brands at department stores like

Nordstrom. Jeans range from $170-$250 per pair, casual shirts range from $100-$200 and

sweaters are on average $100-$300 per piece.23

Trunk Club’s competitive advantage is their

stylists. The stylists are salaried employees that receive

a commission on purchases but are not incentivized to

sell customers what they do not like. They create

personal, trusting relationships with each client giving

them the added attention a consumer would not get from

a floor sales person at a high end department store.24

17

Trunk Club. Trunk club: About us. in Trunk Club [database online]. 2016 [cited June 30 2016]. Available

from https://www.trunkclub.com/about. 18

ibid 19

Sweeney, Brigid. Trunk club's spaly: Nordstrom a 'gracious and handsome suitor'. in Crain's [database online]. 2014

[cited June 25 2016]. Available fromhttp://www.chicagobusiness.com/article/20140731/NEWS07/140739959/trunk-

clubs-spaly-nordstrom-a-gracious-and-handsome-suitor 20

Tkaczyk, Christopher. One man's attempt at a style makeover. in Fortune [database online]. fortune.com, 2015 [cited

July 1 2016]. Available from http://fortune.com/2015/10/12/trunk-club-mansion-style-makeover/. 21

ibid 22

SWOTanalysis24. Trunk club dynamic SWOT analysis - strengths, weaknesses, opportunities, threats of trunk club.

in SWOTanalysis24 [database online]. 2016 [cited June 5 2016]. Available fromhttp://www.swotanalysis24.com/swot-

t/112073-swot-analysis-trunk-club.html. 23

Trunk Club. Trunk club: FAQ's. in Trunk Club [database online]. trunkclub.com, 2016 [cited July 1 2016]. Available

from https://www.trunkclub.com/help/how-much-does-a-trunk-cost. 24

Reid, Kelly. Chicago startup trunk club is distrupting the men's fashion industry. in Forbes [database online].

forbes.com, 2012 [cited June 10 2016]. Available from http://www.forbes.com/sites/kellyreid/2012/07/13/trunk-

club/#126f2f3e5d83.

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Service Challenge

Trunk Club is a personal styling company that aims to take the complicated, time

consuming work of looking for trendy clothing out of the customers hands and into a

personal stylist’s. Trunk Club Custom, its men’s custom clothing line, was introduced in

the summer of 2015. This new division to Trunk Club D.C. has not had the proper chance

to be introduced to the local market or future potential customers. The main target

audience of upper-class business men do not know about its services.

D.C. is a business formal town with the majority of professionals wearing suits to

work and social events on a daily basis. This group would greatly benefit from the ease

and comfort of having their suits made specifically for them. Trunk Club needs to

promote its custom services to the D.C. metro area business professionals in a unique and

creative way that produces a strong desire for custom suits.

Promotions & Outreach Since Trunk Club is still fairly new they have not delved very deep into promotions and

outreach with other companies and services. The few they have done were successful and

are listed below:

Partnerships: In 2015 Trunk Club partnered with UberBlack offering customers

“Take 3 UberBLACK Rides and Get $100 towards Trunk Club. It's that Easy.”

The five day promotion ran in March and offered its first 10,000 users rides in one

of its markets to receive the cash credit using the promo code

TRUNKCLUB100.25

Social Media: Trunk Club has a variety of social media outlets used to discuss

new trends, give fashion advice, showcase how-to videos and monitor what their

clients are interested in. Its professionally curated content and photo selections

fare well against the competition in its following base; it’s Facebook page has

700,261 likes,26

its Twitter handle has 74.4k followers, 27

its Instagram account

has 71.3k followers,28

and its Pinterest page has 4.5k followers29

Blog, The Clubhouse: The Trunk Club blog showcases the knowledge stylists

bring to one-on-one interactions to its greater audience while also featuring well

thought out curated content and a storytelling piece. Sections include: How-To,

Wardrobe, Lifestyle and Personality and different series such as “I’d Rather Be”

showcasing people who use the service and “Member Skills” with story driven

25

Flanagan, Will. Trunk club partners with uber on stylish promotion. in ChicagoInno [database online].

chicagoinno.streetwise.co, 2015 [cited June 8 2016]. Available from http://chicagoinno.streetwise.co/2015/03/23/trunk-

club-partners-with-uber-on-stylish-promotion/. 26

Trunk Club. Trunk club Facebook. in Facebook [database online]. 2016 [cited June 30 2016]. Available

from https://www.facebook.com/trunkclub/. 27

Trunk Club. Trunk club twitter. in Twitter [database online]. 2016 [cited June 30 2016]. Available

from https://twitter.com/TrunkClub?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor. 28

Trunk Club. Trunk club instagram. in Instagram [database online]. 2016 [cited July 10 2016]. Available

from https://www.instagram.com/trunkclub/?hl=en. 29

Trunk Club. Trunk club pinterest. in Pinterest [database online]. 2016 [cited June 10 2016]. Available

from https://www.pinterest.com/TrunkClub/.

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content. The custom line has its own “Custom Conversations.” Traffic to the blog

is driven by links to social media accounts with sharing options. 30

Mobile App: The app pairs customers with stylists to help scale these

interpersonal relationships. It helps stylists understand the members readiness to

buy, learns their preferences and allows the stylist to educate the customer on how

the shopping model works. By using mobile app A/B testing and requiring users

to add a credit card to their account they were able to increase stylists efficiency

by 90% and increase the likelihood of a trunk shipment to the client by 43%.31

Marketing/Advertising

o For the 2015 holiday season Trunk Club partnered with AHAlife Holdings

Ltd. for a joint marketing program in which Trunk Club stylists created

gift guides for its clients using the AHAlife curated catalogue with home,

beauty, tech and dining gifts and promoted it to their customer base.32

o They sponsored a 15-second spot on the popular Serial podcast before the

host broke down the latest episode of the Baltimore murder saga. This

platform was chosen because research found many of their clients also

love NPR where the show is aired. A show with a large national reach

helped to get the company name promoted.33

o Their first national TV ad launched in October 2015 – the 30-second ad

raised awareness of the brand and the importance of wardrobe updating.34

o E-mail marketing: Trunk Club sends out informative emails to all its

clients with a brand voice that is conversational, trustworthy, and

informative but does not sound too fashion-forward. They try to compare

clothing trends to other customer interests like sports.35

Trunk Club is currently testing promotions on the customers they already have but does

not promote to new clients on any social sites. This is something they should start to

incorporate in the near future to gain more clientele and awareness of their products.

Market Share Trunk Club is part of the fashion and delivery service market. Due to its acquisition by

Nordstrom in 2014 the company it is now bucketed under the overall Nordstrom brand

making it difficult to determine its actual market share.

30 Dahl, Kieran. Making content fashionable: How trunk club connects to consumers through story. in Contently

[database online]. 2014 [cited June 5 2016]. Available from https://contently.com/strategist/2014/10/20/making-

content-fashionable-how-trunk-club-connects-with-consumers-through-story/. 31

Rusonis, Shana. Trunk club increased mobile app conversions 43% by adding this step. in Optimizely [database

online]. 2015 [cited June 5 2016]. Available from https://blog.optimizely.com/2015/09/30/mobile-app-conversions/. 32

Bloomberg News. Company overview of trunk club, inc. in Bloomberg News [database online]. 2016 [cited July 1

2016]. Available from http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=105850660. 33

Dallke, Jim. Why chicago's trunk club bought a spot on the insanely popular serial podcast. in ChicagoInno

[database online]. 2014 [cited June 5 2016]. Available from http://chicagoinno.streetwise.co/2014/12/11/serial-podcast-

episode-11-trunk-club-joins-as-sponsor/. 34

Dallke, Jim. Watch trunk club's first national TV ad. in ChicagoInno [database online]. 2015 [cited June 5 2016].

Available from http://chicagoinno.streetwise.co/2015/10/05/watch-trunk-clubs-first-national-tv-ad/. 35

ibid

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Competitors The overall company has several competitors such as Stitch Fix. However for the

purposes of this plan the focus is on the Trunk Club custom competitors outlined below:

Suitsupply: A fashion retailer with online and brick and mortar showroom shops

set up like a men’s club mixed with a walk-in closet type atmosphere similar to

Trunk Club. They market to the same time-crunched clientele looking for a great

suit without the hassle of really looking.36

They do not have stylists, specially

selected clothing shipped to clients, or a focus on the experience that Trunk Club

gives its customers. Off the rack suits range from $500 - $1,000 and made-to-

measure sells for up to $2,000.37

Trunk Club markets to a clientele with a higher

price point and does not put emphasis on getting a good deal for its suits.

Alton Lane: A men’s custom clothing company, Alton Lane’s concept matches

Trunk Club’s more closely with the stylist experience, a full bar and a showroom

with high-end fabric and product options to select from.38

They have 3-D body

scanning image technology allowing the stylist to capture the image of the body

and take into account all the intricacies of the customers form to help create a

better garment. Clothing is sent directly to the clients doorstep like Trunk Club.

The quality, materials and service is top notch and in-line with Trunk Club’s

business model.39

A bit less expensive than Trunk Club because they outsource

their measurements overseas, prices range from $595 to $10,000.40

Resources

In August 2014 Nordstrom acquired Trunk Club for $350 million. The deal kept

the Trunk Club leadership team on board and included a long-term management incentive

plan up to $100 million.41

The sale benefits both parties in several ways; Trunk Club was

limited in the alteration services they could provide and their inventory management was

low, with Nordstrom’s resources it can now function at a much faster and successful

pace. Nordstrom benefits by serving the specific customer demographic Trunk Club

brings much quicker than if they tried to do this on their own.42

Nordstrom does not list Trunk Club earnings on its financial reports however the

following shows the benefit in financial resources Trunk Club now has with a Nordstrom

backing. Nordstrom’s 2015 fourth quarter net earnings were $180 million and $324

before interest and taxes. Full year net earnings were $600 million and $1.1 billion

36

Bennett, Drake. Suitsupply: The 60-minute makeover. in Bloomberg News [database online]. 2013 [cited June 8

2016]. Available from http://www.bloomberg.com/news/articles/2013-11-07/suitsupply-affordable-high-end-mens-

suits-for-the-impatient-masses. 37

ibid 38

Alton Lane. Alton lane: How it works. in Alton Lane [database online]. 2016 [cited June 30 2016]. Available

from http://www.altonlane.com/how-it-works/. 39

ibid 40

Men's Journal. Best on-demand bespoke suits. in Men's Journal [database online]. 2016 [cited July 1 2016].

Available from http://www.mensjournal.com/expert-advice/best-on-demand-bespoke-suits-20130816/alton-lane. 41

Elejalde-Ruiz, Alexia. Nordstrom paying $350 million for chicago's trunk club. in Chicago Tribune [database

online]. 2014 [cited July 1 2016]. Available from http://www.chicagotribune.com/business/chi-nordstrom-trunk-club-

20140814-story.html. 42

Cahill, Joe. Takeaways from trunk club's sale. in Crain's [database online]. 2014 [cited July 1 2016]. Available

from http://www.chicagobusiness.com/article/20140801/BLOGS10/140739945/takeaways-from-trunk-clubs-sale.

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before interest and taxes. Total company net sales of $14.1 for fiscal 2015 increased 7.5

percent. 43

SITUATION ANALYSIS

Trunk Club is a relatively new company; in the seven years since its founding it

has seen rapid success in the industry. From April 2013 to May of 2014 its customer base

tripled in size and it nearly doubled its sales force. It hit nearly $100 million in revenue

by 2014, up from $20 million in 2012.44

With so much growth in such a short time Trunk

Club faced a problem many young companies have: not enough inventory for such high

demand. With its custom features and high-end lines, alteration services were also

coming short, something a much larger and experienced company could help with. The

Nordstrom acquisition gave Trunk Club a higher growth rate, profitability and revenue as

well as more distribution and sales networks.45

Trunk Club has the opportunity to maximize from their success and Nordstrom

backing to further expand into the Washington, D.C. market, grow with the economy and

benefit from the high income levels of their clients. Since they are still relatively new,

there is still a large part of the market that does not know they exist. By building stronger

relationships with their communities and clientele, they can grow their customer base and

build their reputation as the go to styling service that meets all its customers wardrobe

needs.

PROBLEM/OPPORTUNITY

Trunk Club has a lack of market share in the Washington, D.C. area; a large part

of their target audience does not know they exist. They need to build relationships within

this community to gain exposure for their services and increase clientele. Otherwise, they

face a loss in profits and an unsuccessful entrance into the market.

GOAL

To increase awareness and market share by re-launching Trunk Club men's

custom clothing line in the Washington, D.C. area. This will be accomplished by

highlighting the Custom Line’s services and showcasing the quality products and

merchandise this division provides to its clients.

43

BusinessWire. Nordstrom Fourth Quarter and Fiscal 2015 Earnings In-Line with Expectations. in BusinessWire

[database online]. 2016 [cited August 7 2016]. Available from

http://www.buisnesswire.com/news/home/20160218006252/en/Nordstrom-Fourth-Quarter-Fiscal-2015-Earnings-In-

Line. 44

Ibid.. 45

Ibid.

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OBJECTIVES

1. Increase engagement on Twitter, Instagram, Facebook and LinkedIn of Trunk

Club custom in the Washington, D.C. market by 25% by April 2017.

2. Generate ten to fifteen media placements about Trunk Club Custom in local D.C.

media outlets by March 2017.

3. Host five VIP events and promotions for all audiences in the fall/winter 2016 and

spring/summer 2017 season from August to February.

4. Activate seven new Trunk Club custom ambassadors to assist and motivate

stylists in promoting Trunk Club Custom as the elite experience in custom

clothing by September 2016 for the start of fall/winter season.

KEY PUBLICS

1. 35-60 year old business men

Trunk Club’s main customer focus is 35-60 year old business men. They

are specifically located in the Washington, D.C., Maryland and Virginia region.

This group consists of corporate executives, lawyers, politicians, consultants and

business men with an annual household income of at least $75,000 who value

time more than money and wear business suits and formal attire on a daily basis.

They purchase clothing from upscale/high-end stores because they value high

quality products and place priority on their appearance. They are successful and

noteworthy, ambitious, thoughtful, competitive, but not desperate. They focus on

what really matters in life: friends, family and successful careers.46

Original research conducted with men living in the Washington, D.C.

region conclude that product quality is the key factor that influences their

purchase decisions. Proper fit is the primary reason those surveyed do not like

their current suits and why they would purchase a custom suit. Facebook and

Instagram are the main apps they use on a daily basis, radio stations they listen to

most are 99.5 and 107.3 and publications read the most are GQ, Forbes and The

New York Times. The group surveyed also enjoy social activities such as happy

hours and wine and beer tastings in addition to attending local sporting events.

2. Wealthy women with partners in the Washington, D.C. Area

This group is the primary decision makers in their household and have the

most influence on their husbands, partners and children regarding purchases and

clothing attire. This group ranges in age from 35-60+ years old and cares greatly

about their appearance, health and career. These mature luxury consumers place a

higher priority in making memories and experiences than on price and other

shopping features. They don’t buy things to have more things; they want the

46

Jarvis, Joe. Interview with trunk club CEO brian spaly, part one. in Trunk Club [database online]. 2013 [cited June

25 2016]. Available from https://www.trunkclub.com/blog/brian-spaly-interview-trunk-club-ceo.

13 | P a g e

experience to go along with it. Luxury consumers expect superior quality and are

extremely discerning.47

Wealthy boomer women are the marquee players in our country’s culture

and commerce, they are educated with a high disposable income. Women who are

50 and over and whose children have left the house spend an average of 2.5 times

the average person.48

Affluent working women with personal incomes of

$150,000 or more are growing in number. About half are now considered heavy

users of the Internet, while heavy use of radio, television, newspapers and direct

mail has declined within this group.49

Women account for 85% of all consumer

purchases and represent the majority of the online market. 76% want to be part of

a special or select panel and 80% would solidify their brand loyalty. Women spent

80% of all sport apparel dollars and controlled 60% of all money spent on men’s

clothing.50

3. Luxury Media and Fashion & Lifestyle Bloggers

This key public will help control the message Trunk Club wants to convey

to the public and help establish Trunk Club as a leader in the custom clothing and

styling sectors in Washington, D.C. According to Technorati, blogs rank among

the top five “most trustworthy” sources of information on the internet.51

They are

style and fashion leaders with large followings as they are expected to be in the

know on the best companies and products in this industry. They will be targeted

to help Trunk Club reach a greater audience they have not been able to tap yet.

They publish and report on stories in the Washington, D.C., Maryland and

Virginia metropolitan area. Ages range from 25-60 years old and include fashion

magazine editors, male and female fashion and lifestyle bloggers, reporters and

writers who work for publications including but not limited to; Washingtonian

Magazine, Capitol File, DC Magazine, Daily Candy, Washington Life, WTOP,

NPR.

BRAND POSITIONING & FRAMING

Trunk Club is a brand known for its high-quality and exceptional service. They

are positioned as an exceptional choice for those who are limited on time, and want an

easy, convenient way to get a stylish wardrobe that will set their clients up for success.

They have quietly expanded into several other markets since their launch in Chicago

including Washington, D.C. in 2014 and most recently began offering its men’s custom

clothing line in mid-summer 2015. They have not put a lot of marketing efforts into

promoting their brand publicly in the area. The D.C. office would benefit from stronger

social media and community outreach initiatives to brand themselves as the ideal

47

Holland, Stephanie. Marketing to women quick facts. in She-conomy [database online]. 2016 [cited June 25 2016].

Available from http://she-conomy.com/facts-on-women. 48

ibid 49

ibid 50

ibid 51

Weinberg, Tamar. 12 ways brands can collaborate with influential bloggers. in Hubspot [database online]. 2015

[cited July 29 2016]. Available from http://blog.hubspot.com/agency/collaborate-influential-

bloggers#sm.000ei2ffh3u7ddv11m32f29csc82q.

14 | P a g e

luxurious choice for busy business men on the go and wealthy women who make

majority of the household purchase decisions.

This plan will use the following frames and cues to attract key publics to use Trunk Club:

Reputation –Trunk Club gives its customers the sharp image that sets them apart

from the crowd and helps them excel in their career and personal goals. Trunk

Club matches the lifestyle and values of its clients.

Credibility –Trunk Club is a trust worthy brand with a vast selection of high-

quality brands and personal stylists that really care about making its customer

look good. Trunk Club strives to continue to build their credibility that they are

giving their clients the best for what they are paying for.

Attributes –Trunk Club’s stylists, personal touch, high-end brands, high-quality

service and clubhouse like experience are its unique attributes that sets them apart

from its competitors. Showcase how great you will look in something custom

made to fit your specific body type.

These frames will be triggered through touching people’s emotions and desire to look

good while also saving themselves time to spend on the more important things in life.

They will also target people who are career and business focused that want to excel in

their careers.

MESSAGING

All Audiences

Primary: Shop at Trunk Club, a leader in the custom clothing industry to get the

highest quality fabrics, cuts and products to ensure you look your best every day.

o Secondary: Private appointments will give customers the chance to learn

about where fabrics come from, how they are made and how to create the

most comfortable suit possible.

o Secondary: The inventory is bigger and better with Nordstrom’s partner

brands now added.

o Secondary: Our stylists are on call any time you need them through text,

email, call or through social media and our app you have wardrobe options

at your fingertips.

Primary: Experience the luxury of selecting handmade fabrics to customize

you/your partners’ wardrobe for all their style needs.

o Secondary: At Trunk Club you will receive a new level of experience that

you wont forget. Touch and feel the fabrics, sift through our look books

and relax with your favorite beverage from our bar while asking our

stylists anything you would like.

o Secondary: We want you to have the best shopping experience you have

ever had. Trunk Club takes personal requests for whatever would make

your time more enjoyable.

15 | P a g e

35-60 year old business men

Primary: Trunk Club wants to make your life easier. You lead a busy life and your

time is important - take the guess work and time out of choosing your wardrobe

and leave it to Trunk Club Custom.

o Secondary: Trunk Club knows you value your time and is committed to

providing you a personal stylist who chooses the best selected clothing

based on your preferences so you can spend your time on more important

things in life.

o Secondary: With the Trunk Club App you can send your stylists new

clothing ideas with the click of a button.

Primary: Invest in your future. When you look good, you feel good. Let Trunk

Club set you up for success, with custom fit clothing you will feel comfortable

enough in to enhance your performance in any meeting or event you attend.

o Secondary: With the 26 precise measurements taken for a custom fit suit

you are setting yourself up for success and even your next promotion.

o Secondary: Top businessmen and CEOs in the area use Trunk Club as

their primary clothing choice, you should too.

Wealthy women with partners in the Washington, D.C. area

Primary: If you want your man to look better for their big meeting or event and

they are too busy to go to the store with you trust Trunk Club to handle it.

o Secondary: Trunk Club stylists will pick out outfits so you don’t have too,

the ease and comfort of knowing you are well taken care of is worth it.

o Secondary: You can text your stylist any piece of clothing you see on the

street or online, even in a magazine and they will find it and have it

shipped right to you in no time.

o Secondary: Trunk Club custom is the best choice for weddings and special

events to make sure your man will look his best without looking like

everyone else.

Primary: Make shopping a new type of experience you and your friends can enjoy

mixing together a night out with friends and shopping for your significant others.

o Secondary: Enjoy Happy Hour at the Trunk Club showroom with your

friends. While you enjoy drinks your stylists will pick out clothes for you

to try on while teaching you about the newest trends for the season.

o Secondary: Never go to the mall and deal with crowds again, at Trunk

Club you can sit back and relax while you shop. The stress free experience

you have always wanted.

Luxury Media & Bloggers

Primary: Build content for your blog or publication with specially curated outfits

by Trunk Club stylists.

o Secondary: Let our stylists pick out custom clothing shipped right to your

door to give your readers new and fresh recommendations for their outfits.

o Secondary: With the Trunk Club mobile app you have a stylist at your

fingertips 24/7. Exclusive features include the ability to request a trunk

and see your entire wardrobe with outfit suggestions from your stylist. It

16 | P a g e

Objectives: 1 & 2

Key Publics: All

Objective: All

Key Publics: All

lets clients know when their trunk has shipped, arrived and alerts your

stylist which items you are keeping and returning.

Primary: Give your readers the innovative styling experience they want with an

added service touch unlike any other brand.

o Secondary: Stylists aren’t commission based like other large department

stores giving them full ability to help the client without worrying about

their bottom line.

o Secondary: Trunk Club is focused on providing the best brands and

products for its clients. The custom department is always finding new and

trendy fabrics and cuts to improve the quality and fit of each suit.

STRATEGIES & TACTICS

The following strategies and tactics are the key components in this plan that will help to

accomplish the established objectives and overall goal.

Strategy 1: Increase online conversations of Trunk Club Custom

by positioning it as the first choice for custom clothing in the

Washington, D.C. market.

Create an online content calendar for the fall/winter 2016

and spring/summer 2017 seasons with original content to post on social media,

the website and blog that features Trunk Club stylist tips, interviews with top

customers and fun clothing facts.

Control the message by monitoring the online conversations weekly with google

analytics and alerts and by reaching out to local bloggers and social media leaders

with important Trunk Club information.

Invite popular reporters and bloggers with fashion beats to the Trunk Club office

for a styling appointment and interview to be featured on their site. Interview

bloggers to see what they think of Trunk Club Custom and post it on the TC blog

and social media channels.

Sponsor a series of promoted tweets to the Washington, D.C. market to encourage

key publics to view videos, visit the blog and follow Trunk Club Custom.

Strategy 2: Launch the #LoveTrunkClubCustom campaign for the fall/winter 2016 and

the spring/summer 2017 shopping seasons to increase awareness

of the custom department.

Host a campaign launch event at the Washington, D.C.

Trunk Club offices and invite bloggers, media and key

individuals in the D.C. social scene to the event.

Place the Trunk Club Elephant in different locations throughout D.C., Arlington,

Virginia and Bethesda, Maryland during rush hour and prime times with

information on the promotion to spark conversation and interest.

Curate custom Instagram and Facebook posts for the campaign using #love, the

most used hashtag on Instagram in conjunction with the full hashtag

#LoveTrunkClubCustom.

17 | P a g e

Objective: 3

Key Publics: 35-60

year old business men

Objective: 1

Key Publics: 35-60

year old business men

Create a weekly e-mail newsletter distribution during the campaign to generate

buzz and increase traffic to the website. Include sales promotions, curated content

from the blog, a call to action, videos, links and a social sharing button to all

social media sent out mid-week at 6:00am, the highest open rate. The e-mails will

be sent from a key individual in the D.C. office and each stylists personal

accounts with a call to action in subject line.

Create a press release and press kit about the campaign to distribute to all local

PR agencies and media.

Pass out campaign flyers and materials outside popular sporting events in the D.C.

area: Washington National games at Nationals Park, Wizards and Capitals games

at Verizon center, Redskins games at FedEx Field.

Host #LoveTrunkClubCustom bi-weekly happy hours and special holiday events

at the office inviting new customers and their friends to come meet with the

stylists and get tips and tricks to style their clothes and see the newest custom

trends and fabrics.

Strategy 3: Leverage the fall/spring conference seasons by

targeting business men at Washington, D.C. based corporate

headquarters to promote the custom line as the best choice for

their suiting and business attire needs.

Establish a gift promotion offering 10% off trunks as gifts

to entice companies to look to Trunk Club as a corporate gift option for

conferences and events.

Set appointments with local corporate headquarters event planning teams such as

Marriott International, Hilton, Capitol One, General Dynamics and Lockheed

Martin to pitch Trunk Club as a perfect corporate gift for their fall/spring

conferences.

Invite local corporate event planners into the TC offices to meet with the stylists,

preview the clothing and fabrics and learn more about the promotion.

Send corporate event planners promotional materials in the form of a mini trunk

with important information on the custom line and overall trunk club, styling tips

and a metal Trunk Club elephant paper weight.

Strategy 4: Target business men in the Washington, D.C. market

through LinkedIn to increase traffic to the Trunk Club website and

app.

Offer business men on LinkedIn 15% off their first custom

purchase during the months of September through

November.

Place premium display ads on LinkedIn targeted to 35-60 year old business men

in the D.C. area. Share direct sponsored content with the targeted audience on LinkedIn.

Identify, friend and interact with targeted potential customers on LinkedIn.

Create a LinkedIn Group and join several groups on LinkedIn to network and

promote the offering. Include key words, links to the TCC blog and website and

send messages a few times a week to increase interactions.

18 | P a g e

Objectives: 1, 3 & 4

Key Publics: Wealthy

women with partners in the

Washington, D.C. area.

Objectives: 1 & 3

Key Publics: Wealthy

women with partners in the

Washington, D.C. area.

Invite top Trunk Club custom stylists and ambassadors to feature a write up about

the custom department and promotion on their LinkedIn pages.

Produce fun and informative surveys on the Custom LinkedIn page for followers

to take. Once they complete the survey they will receive an additional 3% off the

15% offering for the promotion.

Strategy 5: Educate wealthy women with partners in the

Washington, D.C. area on the unique features of Trunk Club

Custom by partnering with local celebrities to become Trunk

Club brand ambassadors.

Create a Trunk Club ambassador series {featuring: popular D.C. bloggers,

Instagram celebs and D.C. socialites} on social media for the ambassadors to

share stories and key facts about Trunk Club custom clothing on their social

media accounts. The Trunk Club custom accounts, its regular account and all

stylists will re-post the series on their accounts to gain additional reach. *Ambassadors are popular socialites and fashion individuals in the area with a

high following on social media, they are not top celebrities. Services of the

ambassadors will include: Social media and blog posts, use of name and select

appearances during the calendar time frame.

**See Appendix E for list of potential ambassadors. Host three VIP happy hour events at the Trunk Club D.C. office with the brand

ambassadors and stylists.

Host a special fall preview party to promote the custom clothing line with styling

and beauty features. Partner with DryBar, Equinox, Erwin Gomez at Karma

Beauty Lounge and Georgetown Cupcake for the event. Invite the target audience

and their friends to come in, get pampered, and learn about TCC and the seasons

trends. Encourage guests to post reviews and photos on their account with the

#TrunkClubCustomDC.

Host weekly twitter chats with local celebrities and important individuals in the

D.C. social scene with large followings about Trunk Club custom, styling and fall

fashion.

Develop a weekly series of blog posts featuring each brand ambassador on the

Trunk Club blog highlighting fun and interesting facts about them and what they

love most about Trunk Club custom. Include information on the fabrics and

styling tips and tricks.

Establish a team of stylists for each brand ambassador to meet with weekly and

establish best practices on how to promote the custom line in unique and creative

ways.

Create a D.C. specific Twitter and Instagram account to target local customers.

Strategy 6: Leverage the Nordstrom's rewards points program to

increase visibility and custom appointments to the Trunk Club

offices.

Offer Nordstrom rewards customers the following

promotion: For the month of October any purchase made

19 | P a g e

Objective: 1, 2 & 3

Key Publics: 35-60 business

men & wealthy women with

partners in the D.C. area

Objective: 3

Key Publics: Luxury Media

and Fashion & Lifestyle

bloggers

at Trunk Club you will receive triple Nordstrom rewards points from your

purchase. Nordstrom reward points can also be used towards your first purchase

at Trunk Club.

Host 4 VIP events at Trunk Club to promote the Nordstrom rewards promotion,

invite current Nordstrom rewards customers that live in the Washington, D.C.

area.

Utilize Nordstrom’s status as one of the top three brands on Pinterest to create a

series of custom clothing boards for each type of style. Promote the hosted events

with these custom boards while linking it to other social media accounts

increasing traffic to Trunk Club Custom’s social media pages.

Create online and print advertisements to post in the Washington Post, The Hill,

Washingtonian Magazine, Capitol File, The Examiner.

Produce radio advertisements for the promotion to be aired on NPR stations and

all-news station WTOP.

Strategy 7: Launch an insider loyalty program for select

customers and media giving them first-hand information on

trends, promotions and secret custom features.

Create an email campaign positioning the program as a

way to change your style, be in the know on the seasons trends and best ways to

dress and get discounts on the custom lines.

Host a VIP media event for local media and bloggers to meet with stylists and

learn about new trends and promotions. Use this time to gain opinions and

suggestions on what items are best to feature for the program.

Include a section for the program on the app and website updating members on

their points and upcoming promotions.

Set up a database of local popular media/bloggers a month before the program

begins. Friend and follow the individuals at least three weeks before the outreach

beings.

Set up group styling appointments for insiders and their friends to preview and

pre-order custom clothing with the next seasons fabric and cut trends. Encourage

insiders to share and post on social media.

Partner with local business that the Trunk Club customer frequents to offer

additional promotions as part of the insider program such as Vida Fitness and

popular D.C. restaurants.

Strategy 8: Engage local bloggers and media to raise awareness

of the Trunk Club custom fall/winter 2016 and spring/summer

2017 lines.

Host a blogger and media preview of the 2016

Fall/Winter lines in August and the 2017 spring/summer

2017 lines in December.

Invite several local blogs and D.C. magazines and newspapers {DCist, Thrillist,

Bisnow, Guest of a Guest, Washingtonian Magazine, Capitol File} to attend the

event with stylists and top Trunk Club employees in attendance. Encourage

20 | P a g e

Objective: 1 & 4

Key Publics: Luxury Media

and Fashion & Lifestyle

bloggers

product reviews and social media posts with the hashtag

#trunkclubcustommediapreview.

Sponsor three social media posts about the event from bloggers who attended with

the highest followings.

Hand out swag bags with important information on each line, sample fabrics,

promotional gifts from partners and discounts.

Offer bloggers who attend and blog about the event 50% off one custom article of

clothing.

Partner with bloggers who attended to promote a group giveaway, 50% off one

custom article of clothing for 10 people, one per blogger site. This giveaway will

be posted by all bloggers on the same day and collected through the same

platform for maximum exposure.

Strategy 9: Solicit local popular bloggers to partner with Trunk

Club stylists to teach them the best ways to promote their

services and the custom line to the public.

Conduct a social media training for the stylists run by the

blogger ambassadors to teach them what to post and

when, what attracts customers the most to companies and products, and best

practices for promoting a business online.

Ask bloggers to feature stylist profiles on their blogs or partner blogs with

outfit/product reviews of what the stylists put together for them.

Invite fashion bloggers to come in to be a guest stylist for a few days and write

about their experience. Sponsor their post if needed to get the bloggers to

participate.

Host a blogger styling event. Invite local key publics and customers to come in

for a VIP event to be styled by popular fashion blogger in the Washington, D.C.

area and have a chance to be featured on their blog.

Invite the bloggers do a guest post on the Trunk Club Custom blog.

21 | P a g e

The following calendar is suggested to be used when implementing the strategies and

tactics outlined in this plan. It is organized by key public, strategies and then the tactics

for each strategy. The calendar can and should be adapted based on current events, any

conflicts within the department as well as lead-times and planning.

2016 2017

AUG SEPT OCT NOV DEC JAN FEB MAR APR

ALL PUBLICS

STRATEGY 1: Increase online conversations of Trunk Club Custom by positioning it as the first choice for custom clothing in the

Washington, D.C. market.

Create an online content calendar for the 16/17

seasons.

Monitor online conversations weekly with google

analytics and alerts + reach out to local bloggers and

social media leaders with important info. on TC/

Invite reporters and bloggers with fashion beats to

come to TC for a styling appointment and interview

to be featured on their site + interview the bloggers

and post on the TC blog and social media channels.

Sponsor a series of promoted tweets to the D.C.

market to encourage key publics to view videos, visit

the blog and follow Trunk Club custom.

STRATEGY 2: Launch the #LoveTrunkClubCustom campaign for the fall/winter 2016 and the spring/summer 2017 shopping

seasons to increase awareness of the custom department.

Host a campaign launch event at the D.C. offices.

Invite bloggers, media and key individuals in the

D.C. social scene to the event.

Place the TC elephant in different locations

throughout D.C., Arlington and Bethesda during rush

hour and prime times with information on the

promotion to spark conversation and interest.

Curate custom Instagram and Facebook posts for the

campaign using #love with #LoveTrunkClubCustom.

Create a weekly e-mail newsletter distribution during

the campaign to generate buzz and increase traffic to

the website sent out Wed. mornings at 6:00am.

Create a press release and press kit about the

campaign, distribute to local PR agencies and media.

Pass out flyers and campaign materials outside

popular sporting events.

Host #LoveTrunkClubCustom bi-weekly happy

hours and special holiday events at the office inviting

new customers and their friends.

Every

other

Thurs.

Every

other

Thurs

Every

other

Thurs

1st 3

thurs. +

holiday event on

19th

Every

other

Thurs

Every

other

Thurs + Vday

event on

the 13th

35-60 YEAR OLD BUISNESS MEN

STRATEGY 3: Leverage the fall/spring conference seasons by targeting business men at Washington, D.C. based corporate

headquarters to promote the custom line as the best choice for their suiting and business attire needs

Establish a gift promotion offering 10% off trunks

as corporate gifts for conferences and events.

Set appointments with local corporate headquarters

CALENDAR

22 | P a g e

event planning teams to pitch Trunk Club as a

perfect corporate gift for their fall/spring

conferences.

Invite local corporate event planners into the TC

offices to meet with the stylists, preview the clothing

and fabrics and learn more about the promotion.

Send corporate event planners promotional materials

in the form of a mini trunk.

STRATEGY 4: Target business men in the Washington, D.C. market through LinkedIn to increase traffic to the Trunk Club

website and app.

Offer business men on LinkedIn 15% off their first

custom purchase during the months of September

through November.

Place premium display ads on LinkedIn targeted to

35-60 year old business men in the D.C. area.

Share direct sponsored content with the targeted

audience on LinkedIn.

Identify, friend and interact with targeted potential

customers on LinkedIn.

Create a LinkedIn Group and join several groups on

LinkedIn. Send messages a few times a week to

increase interactions.

Invite top Trunk Club custom stylists and

ambassadors to feature a write up about the custom

department and promotion on their LinkedIn pages.

Produce fun and informative survey’s on the Custom

LinkedIn page for followers to take.

WEALTHY WOMEN WITH PARTNER IN THE WASHINGTON, D.C. AREA

STRATEGY 5: Educate wealthy women with partners in the Washington, D.C. area on the unique features of Trunk Club Custom

by partnering with local celebrities to become Trunk Club brand ambassadors.

Create a Trunk Club ambassador series on social

media for the ambassadors to share stories and key

facts about Trunk Club custom clothing on their

social media accounts.

Host three VIP happy hour events at the TC office

with the brand ambassadors and stylists.

Host a special fall preview party to promote the

custom clothing line with styling and beauty

features. Encourage guests to post reviews and

photos on their account with the

#TrunkClubCustomDC

Host weekly twitter chats with local celebrities and

important individuals in the D.C. social scene with

large followings about Trunk Club custom, styling

and fall fashion.

Develop a weekly series of blog posts featuring each

brand ambassador on the Trunk Club blog.

Establish a team of stylists for each brand

ambassador to meet with weekly and establish best

practices on how to promote the custom line in

unique and creative ways.

Create a D.C. specific Twitter and Instagram account

to target local customers.

STRATEGY 6: Leverage the Nordstrom's rewards points program to increase visibility and custom appointments to the Trunk

Club offices

23 | P a g e

Offer Nordstrom rewards customers the following

promotion: For the month of October any purchase

made at Trunk Club you will receive triple

Nordstrom rewards points from your purchase.

Nordstrom reward points can also be used towards

your first purchase at Trunk Club.

Host 4 VIP events at Trunk Club to promote the

Nordstrom rewards promotion, invite current

rewards customers in the D.C. area.

Utilize Nordstrom’s status as one of the top three

brands on Pinterest to create a series of custom

clothing boards for each type of style. Promote the

hosted events with these custom boards while linking

it to other social media accounts increasing traffic to

Trunk Club Custom’s social media pages.

Create online and print advertisements to post in the

Washington Post, The Hill, Washingtonian

Magazine, Capitol File, The Examiner.

Produce radio advertisements for the promotion to be

played on NPR and WTOP.

35-60 BUSINESS MEN & WEALTHY WOMEN WITH PARTNERS IN THE WASHINGTON, D.C. AREA

STRATEGY 7: Launch an insider loyalty program for select customers and media giving them first-hand information on trends,

promotions and secret custom features

Create an email campaign positioning the program as

a way to change your style, be in the know on the

seasons trends and best ways to dress and get

discounts on the custom lines.

Host a VIP media event for local media and bloggers

to meet with stylists and learn about new trends and

promotions.

Include a section for the program on the app and

website updating members on their points and

upcoming promotions.

Set up a database of local popular media/bloggers a

month before the program begins. Friend and follow

the individuals at least three weeks before the

outreach beings.

Set up group styling appointments for insiders and

their friends to preview and pre-order custom

clothing with the next seasons fabric and cut trends.

Partner with local business that the Trunk Club

customer frequents to offer additional promotions as

part of the insider program such as Vida Fitness and

popular D.C. restaurants.

LUXURY MEDIA AND FASHION & LIFESTYLE BLOGGERS

STRATEGY 8: Engage local bloggers and media to raise awareness of the Trunk Club custom fall/winter 2016 and spring/summer

2017 lines.

Host a blogger and media preview of the 2016

Fall/Winter lines in August and the 2017

spring/summer 2017 lines in December.

Invite several local blogs and D.C. magazines and

newspapers to attend the event with stylists and top

Trunk Club employees in attendance.

Sponsor three social media posts about the event

from bloggers who attended with the highest

24 | P a g e

followings.

Hand out swag bags with important information on

each line, sample fabrics, promotional gifts from

partners and discounts.

Offer bloggers and media who attend and blog about

the event 50% off one custom article of clothing.

Partner with bloggers who attended to promote a

group giveaway, 50% off one custom article of

clothing for 10 people, one per blogger site. This

giveaway will be posted by all bloggers on the same

day and collected through the same platform for

maximum exposure.

STRATEGY 9: Solicit local popular bloggers to partner with Trunk Club stylists to teach them the best ways to promote their

services and the custom line to the public.

Conduct a social media training for the stylists run

by the blogger ambassadors to teach them what to

post and when, what attracts customers the most to

companies and products, and best practices for

promoting a business online.

Ask bloggers to feature stylist profiles on their blogs

or partner blogs with outfit/product reviews of what

the stylists put together for them.

Invite fashion bloggers to come in to be a guest

stylist for a few days and write about their

experience. Sponsor their post if needed to get the

bloggers to participate.

Host a blogger styling event. Invite local key publics

and customers to come in for a VIP event to be

styled by popular fashion blogger.

Invite the bloggers do a guest post on the Trunk Club

Custom blog.

25 | P a g e

The budget below reflects the cost of the proposed strategies and tactics of this plan. To

implement this plan it is recommended to have a PR agency staff dedicated to the plan for

20 – 30 hours a week during the nine months of the plan. The nine month retainer fee is

budgeted at $10,000 with the additional of labor hours at $150. Hours will range based on

the calendar events.

Quantity Cost per Item Sponsored

Credit Final Projected

Cost ALL PUBLICS Strategy 1: Increase online conversations of Trunk Club custom by positioning it as the first choice for custom clothing in the

Washington, D.C. market. Create an online content calendar for the fall/winter 16

and spring/summer 17 seasons. 4 Labor Hours $150 $0 $600

Control the message by monitoring online conversations

weekly with google analytics Premium subscription.

(can use their free option however its not as easy to navigate

and may not get what you want out of it.)

1 $50,000/6

months $0 $50,000

Invite reporters & bloggers to come for a styling appt. and

interview to be featured on their site + to put on the TC

blog and social media channels.

($100 per sponsored post)

5 $100 $0 $500

Sponsor a series of promoted tweets to the D.C. market

about TC custom.

(est. 50cents to $10+)

1 tweet per

day/ 12 weeks

= 84

$5/tweet $0 $420

Strategy 1 Total: $51,520 Strategy 2: Launch the #LoveTrunkClubCustom campaign for the fall/winter 2016 and spring/summer 2017 shopping seasons to

increase awareness of the custom department. Host a campaign launch event at the TC offices.

200 guests – entertainment, décor and gifts from TC.PR labor

hours included in total cost.

(Alcohol and Food sponsored by local companies)

1 $10,000 $25,000 $10,000

Place the Trunk Club elephant in different locations

throughout D.C. during prime times with information on

the promotion.

*Cost includes extra-large elephant with content printed on it

and moving/mounting fees at each location.

1 $5,000 $0 $5,000

Create custom Instagram & facebook posts for the

campaign using #love and #LoveTrunkClubCustom

Cost for creative deliverables and design hours.

20 $200 $0 $4,000

Create a weekly email newsletter distribution during the

campaign with promos, curated content, etc.

Internal TC design team creates these at no additional cost.

36 weeks $0 $0 $0

Create a press release and press kit about the campaign.

Cost for labor/creative design.

4 labor hours $150 $0 $600

Pass out flyers and campaign materials at popular

sporting events in the D.C. area.

Cost of creative design and labor hours - $300 + labor hours

15 events

2 hours of

labor per event

= 30 hours

$150

+$300 fee for

design

$0 $4,800

Host #LoveTrunkClubCustom bi-weekly happy hours and

holiday events.

A portion of the F&B for each to be sponsored by local

20 Happy

Hours

2 hours of

$250 per HH

$150 per labor

hour

$250 $5,000 per HH

$6,000/labor

BUDGET

26 | P a g e

companies. labor per event

= 40 hours Strategy 2 Total $35,400

35-60 YEAR OLD BUSINESS MEN Strategy 3: Leverage the fall/winter & spring/summer conference seasons by targeting business men at Washington, D.C. based

corporate headquarters to promote the custom line as the best choice for their suiting and business attire needs. Establish a gift promotion offering 10% off trunks as gifts.

No cost to TC as the actual cost to TC for this discount wont

affect their bottom line.

1 $0 $0 $0

Set-up appointments with local corporate headquarters

event planning teams to pitch the corporate gift option.

(labor hours to set and meet appointments)

8 Appt.

10 labor hours $150/labor $0 $1,500

Invite local corporate event planners to the TC offices to

meet with stylists, preview clothing and see the season

lines.

50 local event

planners $0 $0 $0

Send local corporate event planners promotional

materials in the form of a mini trunk with fun materials

and gifts.

50 planners $80 per gift $0 $4,000

Strategy 3 Total $5,500 Strategy 4: Target business men in the Washington, D.C. market through LinkedIn to increase traffic to the Trunk Club website

and app. Offer business men on LinkedIn 15% off their first

custom purchase during the months of Sept. through Nov.

No cost to TC as the actual cost to TC for this discount wont

affect their bottom line.

Varies based

on who takes

the offer.

$0 $0 $0

Place Premium Display Ads on LinkedIn targeted to this

key public.

Based on cost per click. LinkedIn minimum budget of $10.day

for users.

2 days per

week for 20

weeks

$50/day $0 $1,000

Share direct sponsored content with the targeted audience

on LinkedIn. 3 months $3,000 $0 $9,000

Identify, friend and interact with targeted potential

customers on LinkedIn. As many as

possible $0 $0 $0

Create a LinkedIn group and join several groups on

LinkedIn to network and promote the offering. Interact

and send messages 5 times a week to increase interactions.

Varies $0 $0 $0

Invite top Trunk Club custom stylists and ambassadors to

feature write ups about the custom department on their

LinkedIn pages

50 $0 $0 $0

Produce fun and informative surveys on the Custom

LinkedIn page for followers to take. Once they complete

the survey they will receive an additional 3% off the 15%

offering.

Creative design materials and labor hours = $150 per hour

+$500 creative fee

50 surveys

throughout

the 9 month

plan

20 labor

hours

$150/labor

hour

$500 creative

fee

$0 $3,000

$500

Strategy 4 Total $13,500 WEALTHY WOMEN WITH PARTNERS IN THE WASHINGTON, D.C. AREA Strategy 5: Educate wealthy women with partners in the Washington, D.C. area on the unique features of Trunk Club Custom by

partnering with local celebrities to become Trunk Club ambassadors.

Create a Trunk Club ambassador series on social media

for the ambassadors to share stories and key facts about

TCC on their social media accounts.

*Celebrities are popular socialites and fashion individuals in

the area with a high following on social media, they are not

top celebrities. Services of the ambassadors will include:

5 ambassadors $8,000 $0 $40,000

27 | P a g e

Social media and blog posts, use of name and select

appearances during the calendar time frame. Host three VIP happy hour events at the Trunk Club D.C.

office with brand ambassadors and stylists.

(Creative design for invite - $200 + 2 labor hours per event)

3 events – 6

labor hours

$500/ event

$150/labor hour

$200 creative

$200 $1,500

$900

$200

Host a special fall preview party to promote the custom

line with styling and beauty features. Partner with

DryBar, Equinox, Erwin Gomez at Karma Beauty Lounge

and Georgetown Cupcake.

($200 creative invite design + labor hours)

1 party

1 invite design

6 labor hours +

4 team

members

$10,000

$200

$150/labor hour

x 4 people

$10,000 $10,000

$200

$3,600

Host weekly twitter chats with local celebrities and imp.

Individuals in the D.C. social scene with large followings.

39 weeks $0 $0 $0

Develop a weekly series of blog posts featuring each brand

ambassador highlighting fun and interesting facts about

them and what they love about TCC.

(Conducted by TC employee, no additional labor hours)

39 weeks $0 $0 $0

Establish a team of stylists for each brand ambassador to

meet with weekly and establish best practices on how to

promote the custom line.

1 $0 $0 $0

Create D.C. specific Twitter, Facebook and Instagram

accounts to target local customers.

(PR staff to create and run = 3 hours per week x 36 weeks)

3 accounts

108 labor

hours

$150 $0 $16,200

Strategy 5 Total $72,600 Strategy 6: Leverage Nordstrom’s rewards points program to increase visibility and custom appointments to the Trunk Club

offices.

Offer Nordstrom rewards customers the following

promotion: For the month of October any purchase made

at TC you will receive triple Nordstrom rewards points on

your purchases. Nordstrom rewards pts can also be used

towards your first purchase at Trunk Club.

*Assuming there is a cost for these points. Total cost to TC

will very based on how many individuals use the offer.

1 promotion $5,000

$0 $5,000

Host 4 VIP events at Trunk Club to promote the

promotion. Invite current Nordstrom rewards customers

in the area.

*Partner with local Nordstrom stores to pay for the events.

*Labor hours = 3 hours per event.

4 events

12 labor hours

$2,000/event

$150/labor hour

$2,000 $8,000

$1,800

Utilize Nordstrom’s status as one of the top three brands

on Pinterest to create a series of custom clothing boards

for each type of style. Promote the boards on social media.

*Task a TC social media team member to do this for no cost.

10 boards $0 $0 $0

Create online and print advertisements to post in the

Washington Post, The Hill, Washingtonian Magazine,

Capitol File and the Examiner.

*Creative design $2,000 for all adds

10 ads $1,000 avg.

$2,000/creative

$0 $10,000

$2,000

Produce radio advertisements for the promotion to be

played on NPR and WTOP.

*3 month agreement

*$10,000 to create the ads

2 ads $5,000

$10,000

creative

$0 $10,000

$10,000

Strategy 6 Total $46,800 35-60 YEAR OLD BUISNESS MEN + WEALTHY WOMEN WITH PARTNERS IN THE D.C. AREA Strategy 7: Launch an insider program for select customers and media giving them first-hand information on trends, promotions

and secret custom features. Create an e-mail campaign positioning the program as a

way to change your style, be in the know on trends and get

10 labor hours

10 emails $150/labor

$500 creative $0 $1,500

$500

28 | P a g e

discounts.

$500 creative for email + 10 labor hours Host a VIP media event for local media and bloggers to

meet with stylists and learn about the new trends.

1 event

10 labor hours $5,000/event

$150/labor $0 $5,000

$1,500 Include a section for the program on the app and website

that updates members on their points and upcoming

promotions.

1 $0 $0 $0

Set Up a database of local popular bloggers and media a

month before the program begins. Friend/follow the

individuals three weeks before launch.

Varies

10 labor hours $150 $0 $1,500

Set up group styling appointments for insiders and their

friends to preview and pre-order the custom clothing.

*Cost for food and beverage and a small gift. A portion of the

F&B is sponsored by local companies.

20 group

appointments

$200 $200 $4,000

Partner with local businesses that the Trunk Club

customer frequents to offer additional promotions as part

of the insider program such as Vida Fitness and popular

local restaurants.

(Trunk Club staff tasked with this at no additional cost)

10 promotions $0 $200 $0

Strategy 7 Total $14,000 LUXURY MEDIA AND FASHION & LIFESTYLE BLOGGERS Strategy 8: Engage local bloggers and media to raise awareness of the Trunk Club custom fall/winter 2016 and spring/summer

2017 lines. Host a blogger and media preview of the custom lines in

August and December.

$200 creative invite design

2 events

10 labor hours $5,000

$150/labor hour

$200 creative

$0 $5,000

$1,500

$200 Invite several local blogs, magazines and newspaper media

to attend the event. Encourage product reviews and social

media posts with the #trunkclubcustommediapreview

100 guests $0 $0 $0

Sponsor three social media posts about the event from

bloggers who attend with the highest followings.

*Flat fee of $1,000 per post

3 $1,000 $0 $3,000

Hand out swag bags with important information, sample

fabrics and fun gifts/promotions from partners. 100 $75 $100 $7,500

Offer bloggers and media who attend and blog about the

event 50% off one custom article of clothing.

*Charge to Trunk Club offices vary based on how many use

this promotion. This would exceed production costs equaling

a cost to the office.

50 $10,000 $0 $10,000

Partner with bloggers to promote a group giveaway, 50%

off one custom article of clothing for 10 people, one per

blogger site.

10 people $5,000 $0 $5,000

Strategy 8 Total $32,200 Strategy 9: Solicit local popular bloggers to partner with Trunk Club stylists to teach them the best ways to promote their services

and the custom line to the public. Conduct a social media training for the stylists run by the

blogger ambassadors teaching them what to post and

when, etc.

*Blogger ambassador fees part of the $8,000 per ambassador

in Strategy #5

1 training $0 $0 $0

Ask bloggers to feature stylist profiles on their blogs or

partner blogs with outfit/product reviews of what they put

together for them.

5 posts $500 $0 $2,500

Invite fashion bloggers to come in to be a guest stylist for a

few days and write about their experiences. Sponsor their

5 posts $1,000 $0 $5,000

29 | P a g e

post about the experience. Host a blogger styling event. Invite local key publics and

customer to come in for a VIP event to be styled by a

popular fashion blogger.

*$500 creative invite design

1 event

8 labor hours $5,000

$500

$150/labor hour

$0 $5,000

$500

$1,200

Invite bloggers to do a guest post on the Trunk Club

custom blog.

*part of the $8,000 ambassador fee from Strategy #5

5 $0 $0 $0

Strategy 9 Total $14,200

GRAND TOTAL $295,720

EVALUATION The goals and objectives stated in this plan will be achieved by the strategies and tactics

outlined. To ensure the plan is successful, the following evaluation methods will be used.

Objective 1 Increase engagement on Twitter, Instagram, Facebook and LinkedIn of

Trunk Club custom in the Washington, D.C. market by 25% by the end

of 2016.

Evaluation Utilize Twitter and Google Analytics tracking tools to monitor the

amount of retweets/reposts, replies, clicks and favorites the Trunk Club

twitter handle and other social media accounts have achieved from the

beginning to the end of this plan. Evaluate at the end of each month how

well the engagement is tracking based on increased followers and

interactions.

Conduct a survey of 1,000 local consumers and followers on social media

at the end of August before the fall/winter season begins to determine how

well Trunk Club custom is perceived. Conduct a second survey at the end

of the fall/winter 2016 season to determine if positive perceptions have

increased. Based on the differing results from the first and second survey

this plan will adjust its strategies and tactics for the Spring/Summer 2017

season to ensure engagement is increasing and the online conversations

are positive.

An analysis of the engagement on all social media accounts will be

conducted to determine which accounts are tracking better than others.

The plan will then adjust to increase or decrease their efforts based on

where the audience is engaging with Trunk Club the most. By determining

which accounts fare the best will give Trunk Club insight on their

audience demographics and the D.C. based market that they are attracting.

Objective 2 Generate ten to fifteen media placements about Trunk Club Custom in

local D.C. media outlets by March 2017.

30 | P a g e

Evaluation The calendar for this plan has outlined key times to generate media

placements throughout the fall/winter 2016 and spring/summer 2017

seasons. Media coverage will be tracked using Google Alerts and paid

media monitoring services. Social media activity, online conversations,

comments, social media impressions and audience shares will be analyzed

and a report drawn at the conclusion of the fall/winter 2016 season to

determine what needs to be adjusted for the spring/summer 2017 season.

Success will be determined by how the public conversation is leaning

towards Trunk Club, if engagement, followers and customers to the offices

has increased and if more than the goal of fifteen placements has been

published. The more talk of Trunk Club the better the mission of this plan

will be met.

The PR team on this plan will track daily conversations and online media

mentions. If any negative conversations or reviews are made they will

reach out to the authors and work to rectify the experience and change the

opinions of the writers to generate a more positive perception of the brand.

Objective 3 Host five VIP events and promotions for all audiences in the fall 2016

season from August to November.

Evaluation All new customers that come to the Trunk Club offices from August to

November will be asked in a survey how they heard about the D.C. office

and what made them want to come in for an appointment. Their responses

will be tracked by the PR consultant to determine if these new customers

are coming in from the VIP events and promotions conducted in this plan.

Social media activity will be tracked surrounding the promotions and VIP

events to see how many people are using the hashtags created and see if

there are increases to the trunkclub.com website, blog the app. Trunk Club

will conduct a survey at the conclusion of the LoveTrunkClubCustom

campaign to determine how successful this strategy and the tactics were

and if it should be modified for 2017 season.

Objective 4 Activate seven new Trunk Club custom ambassadors to assist and

motivate stylists in promoting Trunk Club Custom as the elite experience

in custom clothing by September 2016 for the start of fall/winter season.

Evaluation At the beginning of this plan a focus group will be conducted with Trunk

Club stylists to determine what they want to gain from an ambassador’s

help and what would make them successful. At the conclusion of the

fall/winter 2016 season a survey will be given to gauge how the

ambassadors did in motivating and assisting stylists in promoting Trunk

Club custom. Strategies and tactics will be adjusted for the spring/summer

2017 season based on these results.

31 | P a g e

Online ambassador favorability will be determined by analyzing the tone

of online conversations with Google Analytics and media placements

surrounding their participation at Trunk Club events and in their mentions

and blog posts about the custom department. If certain ambassadors are

not helping to meet the goals of this plan they will be replaced by other

more relatable individuals.

32 | P a g e

Appendix A: SWOT Analysis

Internal Strengths Internal Weaknesses

-high growth rate

-monetary assistance provided

-high profitability and revenue

-existing distribution and sales networks

-experienced business units

-diversification potential reduces overall

risk

-future profitability

-investments in research and development

-future debt rating

-brand recognition

-lack of differentiation from lower price

point competitors.

External Opportunities External Threats

-venture capital

-growing economy

-new markets

-income level is at a constant increase

-growth in social media and technology

-price changes

-government regulations

-increasing rates of interest

-competitor growth

-stylist turnover

Appendix B: Survey (Original Research)

A survey was conducted in June and July of 2016 using the online platform

SurveyMonkey. The surveys were delivered via Facebook and email and requested that

men living in the Washington, D.C. area answer ten questions about styling, their

shopping preferences, social media, social events and reading preferences. The results of

the survey are included below and give feedback from 27 Washingtonian Men.

APPENDICES

33 | P a g e

0 5 10 15 20

Facebook

Instagram

Snapchat

LinkedIn

Twitter

Pinterest

Tumblr

Haute Look

Series1

34 | P a g e

Radio

Other includes: 93.9, 95.5, 98.7, 103.5, The Highway on XM, XM 80s, FiveThirtyEight, VOX, Pandora, 106.7 Publications

Other includes: NPR, Cosmopolitan, CNBC, Golf Magazine, Cigar, Aff, Bridge Money – 1

*Other: Tennis

99.5

107.3

ESPN

97.1

101.1

Other

GQ

Men's Health

New York Times

Forbes

35 | P a g e

CREATIVE MATERIALS

APPENDIX C: Online Content Calendar for the Fall/Winter 2016 and Spring/Summer 2017

seasons. The September calendar can be duplicated for future months with tweaks to content.

SEPTEMBER 2016 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1

2

3

4

5

6

7

8

9

10

11

12 13

14

15

16

17

18

19 20

21

22

23

24

25

26

27

28

29

30

Instagram Facebook Twitter Blog

What to wear to

brunch

All Social Channels

Sponsored tweet -

video Sponsored

tweet

Sponsored

tweet – Monday

blues

Sponsored

tweet

Sponsored

tweet

Sponsored

tweet – Happy

Hour options

Sponsored

tweet – Tuesday

Shoesday

Sponsored

tweet - video

Sponsored

tweet - video

Sponsored

tweet

Introduce

#lovetrunkclubcu

stom campaign

#lovetrunkclubc

ustom

campaign

#lovetrunkclubcu

stom

#lovetrunkclubcu

stom

#lovetrunkclubcu

stom

#lovetrunkclubcu

stom

#lovetrunkclubcu

stom

#lovetrunkclubc

ustom

#lovetrunkclubc

ustom

#lovetrunkclubc

ustom

#lovetrunkclubc

ustom

Introduce

Ambassador

Series

Chat with local

celeb

Chat with local

celeb

Chat with local

celeb

Chat with local

celeb

Chat with local

celeb

Post with

ambassador

Post with

ambassador

Post with

ambassador

Post with

ambassador

Nordstrom

Rewards Promo

Nordstrom

Rewards Promo

Nordstrom

Rewards Promo

Nordstrom

Rewards Promo

Nordstrom

Rewards Promo

Introduce

Insider Loyalty

Program

Sponsored

blogger post

Sponsored

blogger post

36 | P a g e

APPENDIX D: Mock Up of #LoveTrunkClubCustom campaign Instagram & Facebook Posts.

37 | P a g e

APPENDIX E: Mock Up – Invitation to the special fall preview party featuring the partnerships

with DryBar, Equinox, Erwin Gomez at Karma Beauty Lounge and Georgetown Cupcake.

38 | P a g e

APPENDIX F: The following is a list of popular D.C. blogs, bloggers, media, socialites and

power players in Washington, D.C. to utilize for strategies and tactics.

NAME AFFILIATION CATEGORY

1. Guest of a Guest Blog Media

2. Bisnow Media (The Scene, Real Estate, Tech)

Daily Newsletter Media

3. Corrie Sue Morris Bitches Who Brunch Blogger/Socialite

4. Woman Around Town Website/Blog Blogger

5. Mary Amons Real Housewives of D.C. Socialite

6. Lynda Erkiletian Real Housewives of D.C. Socialite

7. Cat Ommanney Real Housewives of D.C. Socialite

8. Stacie Scott Turner Real Housewives of D.C. Socialite

9. Liz Owens Cvent Account Manager Socialite

10. Angie Jusino President, The Madisons Socialite

11. The Madisons Exclusive Social Club of Philanthopists Socialites

12. Britt McHenry ABC 7 Sports Reporter Media

13. Cynne Simpson ABC 7 “Good Morning Washington” anchor Media

14. Ashley Taylor Wife of FedEx Heir Matt Bronczek Socialite

15. DCist Popular DC blog Blog

16. DC Style is Real Popular DC blog Blog

17. Huma Abedin Vice Chair, Hillary for America & major part of the 2016 election campaign.

D.C. Power Player

18. Katie Dowd Digital Director, Hillary for America & major part of the 2016 election campaign.

D.C. Power Player

19. Monling Lee Founder of popular DC Fashion Blog Color Index.

Blogger

20. Meg Biram Founder of DC’s Creative Collective Blogger

21. Meaghan Moynahan Founder of DC Blog District Sparkle and State Department official

Blogger

22. Rebecca Trosset Digital Marketing Specialist at The Washington Post also has a large Instagram following for her fashion posts.

Media & Socialite

23. Diego Gonzaalez-Zuniga Founder of DC men’s fashion & lifestyle blog Diego Downtown

Blogger

24. Tammy Preston Founder of DC fashion blog A Loyal Love Blogger

25. Steve Inskeep Host, NPR’s Morning Edition Media

26. David Greene Host, NPR’s Morning Edition Media

27. Sebastian Salazar Sports Reporter, News4 Washington Media

28. Chris Miles Sports Anchor, News4 Washington Media

29. Susan Hogan Consumer Reporter, News4 Washington Media

30. Steve Scully Political Editor and Morning Show Host, C-SPAN

Media

39 | P a g e

APPENDIX G: Mock-Up E-Mail for the Insider Loyalty Program

40 | P a g e

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