LIM College - Marketing Campaign

LIM College Presentation

August 21, 2013

WHERE BUSINESS MEETS FASHION

Team #1:Stephanie Dolik,Kabeer Malhotra, Nina Maluenda

Agenda:• Strategy

– Project Overview / Objectives / Target Audience / Target Insights / Competitors / Differentiating Factors / Buyers Journey

• Media– Budget / Budget Cont./Flighting /Print / Social Media/

Online / Mobile / Video / Out-of-Home / Direct Mail / Radio / Email / Search

• Creative– Overview / Print / Direct Mail / Social / Online /

Promotion • Q&A• Appendix

Project Overview: • Construct an integrated advertising campaign

which sets LIM College apart from its competitors

• Channels include:– Print

– Social Media

– Online

– Mobile

– Video

– Out-of-Home

– Direct Mail

– Radio

– Email

– Search

– Promotion

Objectives:• 1st Objective:

– Recruitment • Increase the number of applicants• Increase conversion of applicants to

students

• 2nd Objective: – Increase Awareness

• Target Market • Parents of high school students• New York City business community• Fashion Industry

Target Audience:• Demographic:

– High School students 16 to 18 years old – Female– Flexible income levels

• Geographic: – Primarily from NY and NJ area

• Interests / Behaviors: – Passionate– Business minded– Creative– Interested in fashion– Value education – Prefer small school environment – Enjoy spending time on social media

websites– Trendsetters and tastemakers– Visual thinkers/interested in visual

aesthetics

Target Audience: Meet Alyssa: •17 years old •Junior at Maria Regina HS•Lives in Hartsdale, NY•Interested in fashion merchandising •Texts at least 20 times a day•Loves pinkberry•Uses clothing and accessories to express her personality •Loves social media, especially instagram and twitter •NYC is her favorite place to shop

Target Insights: LIM HS Fashion Lab 2013

• Discovered LIM College Fashion Lab through:– Online Search, direct mail, referrals from friends

• Websites visited on a daily basis:– Facebook, pinterest, google, style.com, youtube, fashion blogs,

tumblr, instagram• Print publications viewed on a monthly basis:

– Teen Vogue, Vogue, Nylon, Glamour, People, Cosmopolitan, Marie Claire,

• What they like most about the LIM Fashion Lab:– Teachers have real-world experience in fashion industry– Class material – Preparation for college – Making new friends with similar interests – Hands-on activities – Located in NYC– LIM facilities

Sample size: Two separate LIM High School Fashion Lab classes, roughly 25 students total

Target Insights: Teens as a whole

http://academic.mintel.com/display/590744/?highlight=true

Competitive Analysis:

The Fashion 10 Location Student to Faculty Ratio

LIM College New York City 8:1

Fashion Institute of Technology (FIT)

New York City 16:1

Parsons: The New School of Design New York City 10:1

Berkley College New York City 30:1

Fashion Institute of Design and Merchandising (FIDM)

Los Angeles, California 16:1

La Salle University Philadelphia, PA 13:1

Marist College Poughkeepsie, New York

15:1

Montclair State University Montclair, New Jersey 17:1

Philadelphia University Philadelphia, PA 12:1

University of Rhode Island (URI) Kingston, RI 16:1

Competitors:

What differentiates LIM College?• LOCATED IN THE CENTER OF THE FASHION WORLD:

Classes and internships located in New York City

• LEARN FROM THE BEST: Curriculum taught by professors with vast experience in the fashion industry

• PREPARED FOR LIFE AFTER COLLEGE: Students graduate with hands on experience, and a full resume through 3 required credited internships

• RELATIONSHIPS TO LAST A LIFETIME: Small class sizes and tight-knit atmosphere allow students the opportunity to create to create close relationships with their professors, peers, LIM community, and industry professionals

Buyers Journey:

• Print • Direct Mail• OOH • Radio• Social Media• Search• Email • Video• Promotion• Word-of-mouth

AwarenessAwareness EngagementEngagement Active Consideration

Active Consideration

• Digital ads• Video• Social Media• Email • Promotion • Events • Open Houses

• Visit class or event• Meet with admissions counselor

Media

Media Vehicle Target Impressions Spending # of Fall Semester

Applicants

Digital (banners on websites, blogs) 90,700,000 $453,500 136

Digital (social media networks) 166,000,000 $332,000 100

Digital (video) 30,000,000 $450,000 153

Digital (social-other) 10,000,000 $100,000 29

Mobile 56,000,000 $280,000 76

Online (branded search) 176,802 $353,604 707

Online (unbranded search) 120,000 $600,000 480

Radio (Local) 13,666,667 $246,000 70

National Magazines - Page 1,448,972 $52,163 11

National Magazines - 1/2 Page 9,182,652 $211,201 31

Newspapers (Local) (1/2P B&W) 1,696,600 $33,932 14

Out-of-Home (NYC Subways, Transit advertising) 400,000,000 $800,000 416

Direct Mail 271,319 $440,893 95

Email 5,173,656 $646,707 272

Total 784,436,668 $5,000,000 2,588

Flighting

Print:• National

Magazines• Local Newspapers

• $297,295 total spending

• 6,615,531 impressions

Social Media:

• Paid ads on Facebook

• Content creation

– Social Media Strategist

– Digital Daybook Club

• $432,000 total spend

• 31,274,783 total impressions

Online:• Fashion

• Teen Lifestyle

• Academia

• Entertainment

• Digital Side Platform (DSP)



Mobile

http://trends.e-strategyblog.com/2013/03/15/mostly-mobile-online-teens/9443

Placement:•Women’s Lifestyle•Entertainment•Teen Lifestyle

•30 second pre-roll video•Banner ads

•$280,000 total spending•31,500,000 total impressions

Mobile:

Video:

*http://www.newcommbiz.com/82-of-teens-watch-tv-online-48-watch-tv-on-cell-phones/

Video:

• 82% of teens watch TV online*• YouTube gets 800 million visitors monthly

– 21.6 million teen users total**– 64% of teens listen to music on YouTube**

• $450,000 total spending• 30,000,000 total impressions

*http://www.newcommbiz.com/82-of-teens-watch-tv-online-48-watch-tv-on-cell-phones/ **http://www.youtube.com/yt/advertise/demographics.html***http://news.cnet.com/8301-1023_3-57493338-93/youtube-is-teens-no-1-pick-for-music-listening/

Out-of-Home:


Out-of-Home:• Transit ads in trains and

stations– NYC Subways

– Metro-North

– Long Island Rail



Direct Mail:

• ASL High School List– Filtered by Females in NY area

• Teen Vogue List– Filtered by NY/NJ area

• Testing two offers

• $440,893 total spending• 271,319 total impressions

Radio

Email:

• Teen Fashionistas List– 2.7 million teens; interested in fashion and

shop online

• Fashion Conscious Trendy Teens– Over 500,000 parents of teens interested in

“high style” clothes and accessories

• $646,707 total spending• 5,173,656 total impressions

Search:• 92% of teens say top reason to go online

is to search for information*• Unbranded Search

– Ad groups: “fashion schools,” “fashion and business programs,” fashion school rankings”

• Branded Search– Ad groups: “LIM College,” “LIM fashion

school,”…• $953,604 total spending• 296,802 total impressions


Creative

Creative Overview:•Focused on LIM’s differentiating factors:

Print Ad

Direct Mail …

Envelope

The Letter

!!

!

Integer!egestas!orci!quis!lorem!feugiat!adipiscing.!

Be a part of the action in the ultimate fashion capital of the world,

New York City!

Why wait? LIM College would like to invite you to visit our state-of-the-art

facilities in the heart of midtown Manhattan. We offer

a variety of visit options - choose the one that's right for

you.

12 East 53rd Street –2nd Floor! New York, NY 10022! Phone: (800) 677-1323!

www.limcollege.edu/admissions

Just a number? Think again.

As a student at LIM College, you will have the opportunity to learn the

business of fashion and work closely with dedicated faculty who have years of industry experience at

prominent brands.

With just eight students for every professor, LIM College offers a

friendly, close-knit environment where each student is an individual.

Come visit us to see for yourself! !

Email us at: [email protected]

to schedule a visit.

!

Find us on:

! ! ! ! ! ! !

FPO!

!!At LIM College, you will get the hands-on experience you need

to succeed. The best way to get into the

fashion industry is to obtain as much experience as possible.

That’s why, LIM students’ complete three required

internships during their four years.

Join LIM College and immerse yourself in the

business of fashion. From day one through the rest of your

life.

If your internship sounds like a

dream job, where will you go once

you graduate?

Our graduates enter the job market with a leg up on the competition

because of the vast experience they have acquired at LIM College.

We’re focused on your career and the close relationships

you’ll form! It’s all about YOU! !

Return Slip

Buck Slip

Cover

Inside

Social:

•Virtual Q&A’s with industry professionals, hosted by current LIM students

– Director of Marketing at Vogue– Senior Manager of Visual Merchandising at Marc

Jacobs– Marketing Manager at Uniqlo

•Potential applicants and current LIM students submit Q’s via Facebook

Create Create Your Your Own Own Fashion Fashion Show!Show!

Click Here to learn more about LIM College


Click to

Play!

Be the Buyer, Choose the Look!











Be the Buyer, Choose the Look!

Play

Runway

Enjoy the Show! Interested in developing a career in the

business of fashion in the FASHION CAPITAL OF THE

WORLD?



3 Internships

Hands-on learning with industry professionals

Lifelong relationships with classmates & professors

At LIM College you can experience:

Display Ad:



Live the business

of Fashion from the first day through the rest of your

life!

This would lead you to www.limcollege.edu/about.4

Display Ad:

http://www.limcollege.edu/about.4

Promotion:

• text

Promotion: • Dual launch party with Interior

Design guru Jonathan Adler• LIM’s new “Home Fashions”

track for Fashion Merchandising• Jonathan Adler promotes:

– Launching fashion accessories line– New affordable home line,

“Happy Chic”

Questions?

Appendix

Media Mix

Direct Mail

• text

Email

• text

Digital Display, Banners

Digital Display, Banners (2)

Digital Video Spending

Search

Branded Search Examples:

• text

56

• Text

Unbranded Search Examples:

57

Mobile

Print

• text

Out-of-Home

Social Media

Social Media