sanderson proposal

CLIENT PROPOSAL: SANDERSONS HERITAGE : Creative : Trend : Consultancy :

- SANDERSON CLIENT

- DISTRIBUTION

- THE CONCEPT

- WEBSITE LAUNCH

- NIGELLA LAWSON

- JOHN LEWIS

- MARKETING & ADVERTISING STRATEGIES

- BRAND FUTURE

CONSUMERDEMOGRAPHICS:

- Upper-mid class women- 30 somethings- Married with children- Career driven- Sizeable income, savings

SHOPPING HABITS:

- Loyal to brands- John Lewis, Waitrose- Favours product qualty- Timeless design- Heritage and classic style

THE SANDERSON CLIENT

THE CONCEPT

BREATHE NEW LIFE INTO SANDERSON:

- Re-launch of the Sanderson website- Spokesperson Nigella Lawson- Technological PR campaign- Nigella Lawson Limited Edition ‘Heritage’ Range exclusive to John Lewis in association with Sanderson.

ADVERTISING POINTS:

- House & Garden Magazine- Tatler Magazine- London black cabs adorned in Sanderson prints- 3 Interactive window displays at John Lewis, Oxford Street

ADVERTISING POINTS:

- House & Garden Magazine- Tatler Magazine- London black cabs adorned in Sanderson prints- 3 Interactive window displays at John Lewis, Oxford Street

KEY POINTS:

- Raise the Sanderson profile- Bring Sanderson into the 21st Century- Bringing Sanderson back to the home

THE WEBSITE

A FRESH APPROACH

-Clean & Fresh New Look- Uncomplicated and less cluttered- Easy scroll tab access and browsing- Links to allow customers jump access to website areas

BACKGROUND

- British food writer

- Journalist and broadcaster

- Born and raised in London

- British upper class

- Oxford University Graduate

- Resident in Belgravia

NIGELLA LAWSON

BRAND ENHANCEMENTS

- Sanderson Image rejuvenation

- John Lewis alliance gives brand authenticity

- Give Sanderson a wholesome image

PROMOTION

- Sponsorship on TV series

- Brand Placement

- Rooms decorated with Sanderson furnishing

- Limited Edition Nigela Sanderson crockery and tableware range

- Sanderson website,

- John Lewis PR

- Taxi

PROMOTION

ADVERTISEMENT & MARKERTINGPROMOTION

- Online Advertisement - Nigella Lawson Website - Links to view Heritage Range

- Magazine Advertisement - Featuring Nigella Logo covered with Sanderson prints

- Tv Advertisement - Nigella Lawson sponsored by Sanderson

TAXI ADVERTISING CAMPAIGN

- Taxi covered in Sanderson Prints

- Taxi will be situated to pick up from central points in and around central London

- Taxi Campaign will run for 2 weeks before the coming window display at John Lewis Window Display

- Taxi covered in Sanderson Prints

- Taxi will be situated to pick up from central points in and around central London

- Taxi Campaign will run for 2 weeks before the coming window display at John Lewis Window Display

JOHN LEWISVISUAL MERCHANDISING- Three interactive window displays- John Lewis, Oxford Street where range exclusive- Further promotes launch of Heritage range- Campaign Windows run for 3 weeks

Window One

- Backdrop wall in Sanderson wallpaper - Posited central a chair covered in Sanderson Fabric- Camouflage effect - backdrop & chair in same fabric- Creates effective illusion - as shown by Barbican

INTERACTIVE WINDOW

Window Two

- Look and style similar to window one but with interactive facilities

- Touch Screen mode allows customers to change & decorate the room as they please

- Invites customers in to me more creative with the product

- Creates a hands on connection & experience with Sanderson Brand

Window Three

- Interactive touch screen window

- Enables Customers to explore the new Sanderson website

- Sneek peek preview of Sanderson Heritage range in association with Nigella Lawson

- Entices Customers in store to view actual product

INTERACTIVE WINDOW

- Interactive Technology on Website- Customers Design own room to decorate- Allows ‘a try before you buy’ experience- Engagement with Sanderson Brand

BRAND FUTURE

- Interactive Technology on Website- Customers Design own room to decorate- Allows ‘a try before you buy’ experience- Engagement with Sanderson Brand

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