Media Plan

Group #6 Samantha Feteau Cassie Herard Kari McLean Carla Tillman Kristine San Mateo

Situation Analysis • Steve Madden currently operates through five business

segments: wholesale footwear, wholesale accessories, retail, first cost, and licensing

• Their wholesale business includes such divisions as: Madden Girl, Steven, Steve Madden Men's, and Stevies

• Retail locations in 23 states and 23 countries

• Steve Maddens’ top competitors include: • Kenneth Cole • Crocs • Deckers • Aldo Shoes

Sources:

www.stevemadden.com and www.hoovers.com

Business Objective

Get target audience to increase purchases of Steve Madden shoes by 10% as of year-end 2011.

Target Audience

Age

The top consumers of Steve Madden shoes are between 18-34 years old:

• 18-24 year olds indexing at 212 • 25-34 year olds indexing at 159

Ethnicity

• Most popular among Asians (index 153)

• Popular among the African American community (index 140)

• The Hispanic community also significant consumers of Steve Madden (index 110)

Household Income

The majority of Steve Madden consumers have a household income between $75K-$149K (Index 135).

Region • Steve Madden’s shoes are most popular in

the:

– Northeast (index 126)

– West (index 119)

• Steve Madden shoes are not quite as popular in the South (indexing at 93)

• The Midwest may have the most room for growth with an index of only 70

County Size

Steven Madden consumers primarily live in counties in the largest urban/metropolitan areas across the US, (“A” counties index at 144) which includes:

– Eastern cities (NYC, Philadelphia, Boston, Washington, DC)

– Southern cities (Dallas/Fort Worth, Atlanta)

– Western cities (Los Angeles, San Francisco)

– Midwestern cities (Chicago, Detroit)

Strategic Target

Fashion-conscious 18-34 year old urban women with at least some college education.

Media Usage

0

20

40

60

80

100

120

140

160

MagazinesQuintile I(Heavy)

InternetQuintile I(Heavy)

TV (Primetime)Quintile IV

Radio Quintile II OutdoorQuintile III

TV (Daytime)Tercile II

NewspaperQuintile IV

148 141

127

118 115

106 103

Series1

Media Objectives

Target Insight

I’m a woman of style and confidence constantly on the move. I never miss an opportunity to express myself at work or play.

Connections Idea

Steve Madden will help you express yourself at every moment along your fashion adventure. We’ll provide the passport to femininity, inspiration, and individuality.

Media Objective

Reintroduce the wide spectrum of Steve Madden footwear and accessories available year round to our target audience.

Media Strategies

Media Strategies • Offensive approach to reintroduce the brand

• Reaching a national audience with local overlay

• Continuous flighting throughout the year with strategic bursts during seasonal changes: – January: New Year, New You

– February/March: Spring Forward With Fashion

– August/September: Back to School, Back to Work

– November/December: Get Your Boots On

Media Strategies

• Encourage Midwest consumers to buy their first pair

• Encourage Northeast consumers to buy more pairs

• Challenge winter boot competitors with bursts in November and December

Plan Overview National with Local Overlay

2011 Flowchart

Digital

• 1-Day Homepage Takeovers

• Video Pre-Roll

• Search

• Banners

• Rich Media

Digital – Local Overlay

Geo-Targeted National Sites: • vogue.com • instyle.com • glamour.com • latina.com • essence.com • http://theshoegoddess.com/ • http://www.shoesmitten.com/

Weeks of: • January 3 – 30, 2011 • February 7 – March 27, 2011 • August 1 – October 2, 2011 • October 31 – December 19, 2011

Digital – Local Overlay

Digital Local Sites: • gothamist.com • phillyist.com • bostonist.com • dcist.com • chicagoist.com • detroitfashionpages.com

Weeks of: • January 3 – 30, 2011 • February 7 – March 27, 2011 • August 1 – October 2, 2011 • October 31 – December 19, 2011

Social Media • Facebook (Indexed 184): Fast growing social media site with more

than 500 million active users constantly updating photos, statuses and messages.

• Twitter (Indexed 152): Fast growing social media with minute to minute updates focusing on “buzz”.

• YouTube (Indexed 171): Site used by video bloggers linking millions of users to millions of uploaded videos.

• Blogs (Fashion Blogs): Sites used to feature and discuss trends in the fashion world.

Cable Prime Time • Primetime cable channels that include:

– Style

– Bravo

– E!

– MTV

– VH1

– BET

Magazines

National Buys • Wrap in early March.

• Full page ads in March, August, November, and December.

• Half page ads in January, March, August, September, November, and December.

Regional Buys • Full page ads in January, March, August, September, November, and December

• Half page ads in January, February, August, and November.

• Vogue • InStyle

• Glamour • Latina • Essence

Out of Home Street Teams

Use of the Bump application over a 2-day period Will run one weekend in each of our local Northeast and Midwest cities

during the “Back to School/Back to Work” seasonal burst:

• 25 people = 10% off

• 50 people = 20% off

• 75 people = 35% off

• 100 people = 50% off

Participants will have 30 days to redeem their discount.

Word of Mouth Buzz Agents - 1 week in each city:

• On college campuses • Clubs • Social events off-campus

• New York City • Philadelphia • Boston

• Washington, DC • Chicago • Detroit

Success Metrics

Measuring Success Sales figures

– Nationally

– By region (Midwest and Northeast)

– Online sales

• Online ad Click Thru Rates

• QR codes on transit ads

• Social Media engagement

• Bump statistics

• Qualitative Sales Associate inquiries

• Loyalty cards

Key Take-Aways

Key Takeaways

• National Media Buy with Local Overlay

• Continuous Flighting

• Strategic bursts at changes in fashion seasons

• Strong reliance on monthly national fashion magazines and digital/social media

Questions?

Thank you