the girl’s room - kendall a. ragatz -...
TRANSCRIPT
The Girl’s Room: Tori Windom, Kira Nielander, Krissy Tremaine,
Kendall Ragatz, Gina Leggio, Emilia DiCarlo, and Jenna Nelson
Overview
● Fashion boutique in downtown Athens, GA● Announced the first opening location in
June 2016● Social media advertising started July 2016● Opening on October 22nd● Wide price range: private label brands (low
price) and well-known, high-end brands (high price)
Interview Overview
● No past marketing efforts● Competitors: American Threads, Cheeky Peach,
Fringe, and Heery’s● Strengths: In-touch with consumer dynamic
and target market● Goals: Develop consumer relationships and
sell more than a product ● Long-term goals: Expand the store and open
different locations
Marketing Communications ObjectiveDevelop brand awareness through Instagram
ResearchDo you or would you consider buying these
brands?
After seeing some of these brands, would you consider shopping at The Indigo Child?
83.05% YES!
Target Market ● College aged females● Trendy, fashion-forward
millennials● Experiencers
○ Fun loving○ Free spirit○ Adventurous○ Confident○ Sociable○ Spontaneous
● Fueled by visual stimulation
Meet trendy Teagan● 20 years old● Places a large emphasis on her style● She is the leader of her friend group● Everyone knows who she is● Trend-setter● Her hobbies include blogging, exploring,
yoga, sorority functions, and making jewelry.● Artistic, unique, proud, headstrong
adventurous, social, confident, creative, and intuitive.
Competitors● American Threads (2010)
○ Sales and promotions - not many giveaways
● Cheeky Peach (2010)○ Tons of promotions and
interactions with customers. ○ Giveaways, sales, events, etc.
● Fringe (2016)○ Host events○ Some gift with purchase promos
● Heery’s (1959)○ Mainly announcements and sales
promotions.
Store Instagram Followers
Facebook Page Likes
Site?
The Indigo Child
1275 237 Kind of
American Threads
4757 211 Yes
Cheeky Peach
19900 20256 Yes
Heery's 4797 6469 Yes
Fringe 7420 0 Yes
Product / Brand Positioning
● Product attributes● From decor to individual products, everything is
specifically picked to set it apart from other boutiques
● Multiple clothing brands unique from nearby competition
○ Wildfox, Jimmy Wz○ Vintage clothing○ #onlyattheindigochild
● Expansion into private label○ Indigo Home
Budget ● Begin with the Payout ratio using the ratio
of advertising/sales with a larger percentage at launch to help with attraction of store through heavy advertising efforts
● Use the Payout ratio until advertising and communications hits a threshold
● Switch to the Objective and Task budget, where our budget would align with building brand awareness through instagram
IMC Components
● “Not so typical Tuesday” giveaway ● Incentive to follow the brand and persuade
friends to follow ● Offers consistency weekly● Keeps the store competitive with other
stores ● Gives consumers a feel of the high-quality
product
Creative Brief
Client: The Indigo Child
Measures of Success
● Measure: Growth of Instagram followers since September
● 50-100 new followers after each Instagram Giveaway
● Less than 500 in September● Nearly 1300 followers now● +160% Growth since Giveaway
Campaign
Conclusion/SummaryPurpose: Develop Brand Awareness through Instagram
Conclusion: Continuing to do these giveaways before the store launch will build awareness and increase the opportunity for success on opening day and in the future.
Follow us on Instagram, and come be a part of our….
Bibliography1. https://www.instagram.com/the.indigo.child/?hl=en2. http://www.strategicbusinessinsights.com/vals/3. https://www.surveymonkey.com/r/9PKTXQC4. www.facebook.com5. http://academic.mintel.com.proxy-remote.galib.uga.edu/display/757468/6. http://academic.mintel.com.proxy-remote.galib.uga.edu/display/738043/?highli
ght#hit17. http://academic.mintel.com.proxy-remote.galib.uga.edu/display/787130/?highlig
ht8. Integrated Advertising, Promotion, and Marketing Communications 6th edition.
By Kenneth E. Clow and Donald Baack