IMC plan by Vanessa Vokey

Epiphany Apparel

Internal influences-oppurtunities• Facebook posts garner likes but not comments, good way to

engage

• Facebook posts cause people to visit shop, but infrequently

• Utilize facebook to get more people in store

Competitor - POD

• Half the facebook likes

• Only posts every couple days

• Posts get average of 20 likes

• Posts are timely/ related to event or holiday (ie easter)

• Similar coupon stategy but pricepoint is much higher

Competitor - ModCloth

• Carry clothes in all sizes

• Engage with customers with contests and hashtags

• Posts get anywhere form 100 likes to 3,000 likes

• Mimic modcloth’s facebook advertising strategies

• Twitter #LitandLibations

Competitor-Frock & Dilettante

• Most direct competitor located in Elora

• Selling points – unique, Canadian made,for all women /sizes

• Opened in nov 2014 soon opening online shop

• Frocks & sweets ladies night brought people to store to meet designers and socialize. This kind of event is a good idea for Epiphany

Target market –Small Town Sweetheart• Women ages 25-45

• Post secondary educated.

• Married/single

• Average income $52,749

• Enjoys art and culture

• Love variety and authenticity

• Hobbies are crafting, reading, browsing fashion blogs

• Want to support local economy

• Spend on accessories, purses and blouses/shirts highest

• Spend over between $500-1000 on clothes per year

Positioning Strategy

• For the Small Town Sweetheart, Epiphany apparel is the one-stop-shop for all the cutest modern looks that are guaranteed to turn heads. Among all the mass-produced clothing stocked at every mall that everybody else is wearing, Epiphany stands out because each clothing item is ordered in limited quantities and the store is always being restocked with fresh new looks.

Budget

•$15,000 to $20,000

Communication objectives

• Raise awareness for the brand outside of Elora by by 50% by October 2015.

• Increase the social media following by 30% by December 31st

2015

• Encourage 50% more customers to visit Epiphany store location by march 31st 2016

• Encourage 100% more customers to visit Epiphany’s online store by march 31st 2016

Key benefit statement

• The store atmosphere is warm and welcoming, the product is unique and limited quantity, and the prices are very reasonable. This store guarantees that nobody will show up wearing the same outfit as you ever again.

Creative strategy

• Tone- bright, fresh, happy, colourful, vintage

• Style -Typewritten and handwritten fonts, paper texture

• High-res photos and personal story telling technique

theme

• What makes customer unique, excited about shopping

• Personal epiphany message inspired by the wall but in a Digital format

appeal

•Lifestyle

•Slice of life

•Testimonial

Techniques

• Models wearing Epiphany clothing in a real life environment

• Journalistic shot capturing slice of life

• Headline – My Epiphany is

• Engage customer with copy asking them to share their own epiphany for a chance to win a $5 coupon.

• Coupon will drive more visitors to store location to redeem

Creative plan –Direct Marketing• Strategy – pique the interest of shoppers by showing new

arrivals

• 20% off first order

• Justification – 29.8% people regularly read e-flyers and e-newsletters

• Budget - $1000 production, FREE to send to 400 mailing list

Facebook Advertising plan

• Sponsored posts to promote facebook page and Epiphany brand

• Show up in timeline of targeted groups (won’t show for liked)

• Models wearing Epiphany sharing their Personal Story

• Testimonial effect

• My Epiphany Is headline

• Chance to win $5 dollar coupon every time (27 winners)

• Justification -40.3% of canadians used social networking in pst30 days

• The reach is Elmira, Ayr, Rockwood, Guelph

• 7,200 to 16,000 reach approxiamately

• Increased coupon for customer acquisition

• Budget = 27 ads for a total of 189 days

• Each photo costs $100 so total cost is $4,724.19

Facebook Link ad

• Click through to online shop

• Shows up in timeline of targeted women throughout all of Canada

• Feature models from website wearing clothes with plain backdrops

• Copy features my epiphany is… headline

• Estimated 39-73 clicks per day

• Budget: $31.00/a day

• 28 days,4 times a year. Cost $3,407.12

Event – tea party

• Saturday November 21st 2015

• Complimentary tea party and $5 coupon on invite

• Alice in wonderland themed

• Expected guests approximately 150 throughout day

• Strategy – encourage trial for new customers and encourage increased sales during the Christmas season

• Justification – young moms want something to do

• Shopping is a social experience

• Experience store atmosphere (smell, décor, layout ,products)

• Worked for F&D

budget

• Food & drink = 689.64

• Décor, plates and napkins coffee cups etc=$280.92

• Light blue colour theme

• Tea cups and heart shaped décor for Alice

• Balloons for a party feel

• Total cost of running event = $1,014.63

Total cost of plan

•$10,145.82

Event invite front back