Millennial Flavor conducted research to develop an integrated marketing campaign for Discovery Clothing Company. The research identified key opportunities and objectives to distinguish Discovery from competitors by emphasizing its quick inventory turnover and ability to offer latest fashions. The campaign idea is to position Discovery as "Find It First, For Less." Tactics will include PACE ads, in-car banner ads, store windows, in-store signs, social media, partnerships, PR, radio, and loyalty programs to attract budget-conscious young women and bring back lapsed customers.

1. Mi
llen
nial F
lav or

2. Should we shop here? What about here?
Let’s go
shopping!
Or maybe here?
This place? That place?

3. Executive Summary Goals set by the client, Discovery Clothing Company,
Brand Goals
that Millennial Flavor will create an integrated marketing
campaign set to achieve as best as possible.
As
1
Chicago’s largest independently owned clothing
retailer, Discovery has been doing well in recent years,
As we
despite not having any coordinated ongoing marketing Identify compelling brand identity
efforts or customer tracking abilities in place. This integrated
marketing communications campaign has been assembled
set out
2
in an effort to build and expand upon Discovery’s current
success.
to start our
Find a way to build loyalty among Discovery shoppers
An exhaustive examination of Discovery, its competitors,
the industry, and the market have yielded some significant
mission one
3
insight that can translate into excellent opportunities for
Discovery. Additionally, both quantitative and qualitative
Develop direct CRM options
question
consumer research has provided additional insights that will
help form and strengthen future communication efforts.
4 came to
The strategies and objectives recommended herein are
designed to identify Discovery’s core customers, develop a Develop partnership opportunities
mind....
compelling brand identity, and build loyalty among Discovery
shoppers. They will also develop direct CRM options and
partnership opportunities, increase social media exposure,
5
and leverage viral marketing and mobile marketing
opportunities. Increase social media exposure
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6 Leverage viral marketing / mobile marketing opportunities
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4. How can we
set Discovery apart A little research might help!
from the crowd ?
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5. Brand Realities Brand Realities
Research Methods Used:
• Primary
1
Discovery has a few key attributes.
$12.99 $12.99
Quicker inventory turnover than competitors
Discovery does not always have the lowest price.
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2 Get lastest fashions into the store faster
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6. External Realities
Research Methods Used:
External Realities
• Professional Secondary Resources
Online retailers are now
Competitor Research Industry Research
• Low barriers to entry in the category have led to an exponential increase in
competition (ComScore, June 2010).
• Item based loyalty programs (IBLP)
have more positive impact that
competitors
conventional discounts. They reduce
• With the advancement of website interfaces and web ordering systems online-
only retailers are taking business away from brick and mortar retailers more each
attrition among current customers Millennials are price sensitive,
and tend to reduce responsiveness to
year (Lazarczyk, 2008). competitor campaigns.(Zhang) and likely to remain that way
• Discounters like Target, TJ Maxx and Nordstrom Rack are now considered • Mobile is one of the biggest trends in
What we
to be among the competition for the category. In our research we found retail at present. Smartphones and
Category Expansion
discovered about
that some consumers will shop with higher end retailers for certain items smart apps are creating smarter savvier
and shop with stores like Discovery for basic items such as tanks and tees. shoppers. (NZ Marketing Magazine)
Millennial buying power is high
(Journal of the Korean Society of Clothing & Textiles, November 2009)
• Consumer market for fashion apparel
Discovery’s current
Market Research
has become more diverse by designer
surroundings
brands, store brands, personalization,
• Millennial (1982-2001) consumer buying power is over 1 trillion per year and they advertising and ethnicity in the global
are extremely influential over adult consumer purchases (Bellman, Teich, & Clark,
2009, p. 47).
marketplace (Consumer Culture
Fashion, March 2010)
Millennials are attracted to
• People are typically more price sensitive due to the lack of employment security • According to NPD Group, women
fast fashion and frequent
caused by the recession. Consumer spending is expected to be sluggish this year
due to low housing values and limited job growth (Chicago Business).
account for more than half of
fashion industry trends. (Chicago
product introductions
Consumers Dipping Up
Tribune, February 2010)
• Millennials are considered to be more smart and
savvy shoppers today than ever before.
& Down
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7. Consumer Realities Consumer Realities Research Methods Used:
Research Methods Used:
• Professional Secondary Resources • Primary Quantitative; On-line Survey
• Primary Qualitative; In-depth Interviews
Secondary Research Primary Qualitative Research Primary Quantitative Research Survey Results:
We analyzed over 100 articles, scholarly work, We conducted, in association with other Roosevelt University We conducted a market research survey for the client, Discovery
and professional databases in an effort to reveal groups, over 60 in-depth interviews during the Clothing Company, in February 2012 using an online survey • 233 Responses We conducted a survey that received
trends and key facts about the consuer market. month of February 2012. Interviewees were a mix site called Survey Monkey. The survey was promoted through 233 responses.
of Discovery consumers and non-consumers. Roosevelt student networks via social media and word of mouth.
Research Findings • Young Adults Nearly half, 45% of the consumer
• The large majority of 20-somethings are tech-savvy, Interview Objectives: Survey Objectives: market is between the ages of 19-24.
multitasking, forward-thinking workers who demand Conceptualize consumers purchasing behaviors • Assess the current brand Identity and brand awareness
flexibility and perceive workplace loyalty differently than Understand consumers decision-making process • Identify core customers and level of brand loyalty • African American & Caucasian African American
their parents did…It’s not unusual for 20-somethings to flip • Determine true competitive set and Caucasian show to be the two predominant segments
between several tasks simultaneously, especially those Interview Take-Aways: within the consumer market. Only one elective response
involving technology.” (Huebeck, 2012) • Customer’s process for purchasing clothing is heavily was given, European (Greek).
dependent on the initial motive or reason for the shopping trip.
• With the growing trend of young girls seeking to be • 74% Awareness Among the qualified sample which
older younger, targeting 18 this age group will achieve • One interviewee shared that her shopping trips and process represents Discovery Clothing Store’s consumer market,
the secondary effect of enticing 13-17 year olds as well of purchasing clothing is planned around specific events or the data shows that the brand has approximately 74%
(Jayne, 2011) activities she needs an outfit for and how much she can afford brand awareness among it’s consumer market.
to spend on the outfit.
• According to a study conducted by Bain & Company, • Non-Loyals 65% of the consumer segment
women who consider themselves to be stylish spend • Interviewees stated that Discovery clothing is a way to add that are aware of Discovery Clothing
three times the average on apparel, accessories a bit of “interest” to their wardrobe but not to be used as a Stores are NOT loyal to the brand.
and beauty purchases by female shoppers in primary source of clothing; mainly for accessories or to add •
the US (ThirdAge.com, September 2010) layers to more expensive/higher quality items they have
• Forever 21 The leading brand in the Low Priced
invested in.
Fashion clothing category according to our survey
respondents is Forever21.
• Another person suggested that knowing that a product
is currently popular or trendy will impact their decision
to purchase the product over price or quality. • Ideas Motivate Having an idea or being inspired
to purchase something specific motivates these
respondents to shop and gets them in the door.
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8. Consumer Realities Consumer Realities
“With the growing trend of young girls seeking to be older
younger, targeting 18 this age group will achieve the
secondary effect of enticing 13-17 year olds as well”
Women shop mainly
(Jayne, 2011)
because they already have an
idea of what they’re looking for.
What we
Young girls Older women
want to want to
seem older seem younger
discovered
After price,
13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35
from current shoppers
AGE
up-to-date fashions are the number
& non-shoppers of one driver of store selection. Forver21 is Top of Mind Brand for
Discovery low priced fashion in Chicago
Low Loyalty- 65% of Discovery 1) Forever 21
customers do not shop at Discovery
regularly 2) TJ Maxx
3) Discovery
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9. Realities Exposed
Key Opportunity
From all of our research we identified specific key problems and
insights that we found to help us reveal a key opportunity to use to
create our campaign and set Discovery apart from the others.
Attract and build loyalty among
Key Problems young, fashion conscious women on
Price is not a Point of Difference a budget by adding perceived value to
in consumer’s minds Discovery through emphasizing their
Consumers are brand switchers quick turnover and ability to get the
latest fashions before other stores.
Discovery lacks a distinct brand personality
Key Insights Based on the overall brand goals and the key opportunity evolved from our research we created some Marketing
& Communications Objectives to help us develop an integrated campaign to achieve the goals set by Discovery.
Discovery turns over their inventory
faster than their competitors.
Discovery has a faster distribution network,
because they ship straight to the stores.
Adding perceived value to purchases will build
stronger consumer loyalty.
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10. Marketing Objectives Communications Objectives
Based on the overall brand goals and the key opportunity evolved from our
research we created Marketing & Communications Objectives to help us
develop an integrated campaign to achieve the goals set by Discovery.
“Drop
Primary
by D
you sh iscovery e
op, be ve
going cause ry time
to find y
new fa ou’re
Distinguish Discovery every shions
Primary
day.” ,
from Competitors
on more than just price.
Increase sales by promoting
trial among 18-24 suburban
female discount shoppers to
consider Discovery first. Secondary
Secondary Modify attitudes of current
ry will
iscove stand
ing at
D
Shopp feel special
& customers
“ you’ll
Increase sales by getting lapsed ma ke you se it’s where .”
ecau hions
by adding perceived value to
apart b he latest fas
or infrequent Discovery as offering find t Discovery
more than just low prices. on more than just price.
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11. key opportunity
From our
and our marketing communications objectives
for our campaign
Find It First, For Less.
idea that positions Discovery
we came up with an
apart from all the rest.
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12. Target Profiles
Primary Target “I like to go ou
and the occa
t, hit parties
sional club –
so staying ah
Women 18-24 fashion curv
ead of the
e is a survival
Never shop at Discovery tactic for me.
”
Make $12-30k annually
Lives in the Suburbs around Chicago
Key Traits
Budget Conscious
Now that we have our idea, Socially Active
Current Behavior
we have to know who we are talking to • Searches for fashion ideas online
• Looking for fashion as value – doesn’t care where she gets it
in order to best communicate our idea to them. • She feels Forever 21 has a broader selection, plus she
can check out their items online, so she favors them.
Key Insight
• “I like to go out, hit parties and the occasional club -
so staying ahead of the fashion curve
is a survival tactic for me.”
Budget Conscioius
Women 18-24
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13. Target Profiles Target Return On Investment
“I shopped there wh
en I
Secondary Target
was younger, but I’v
e
“I want to dress well moved on. Most place
s
in brand names, but are more or less the
Women 18-24 I
don’t have a ton to same, and I feel silly
Lapsed or Infrequent Users
Make $12-30k annually
spend. And no one is
gonna check the
still shopping with the
younger crowd.”
ROI on Targets
Lives in the Suburbs around Chicago label on my cami.” • In the Chicago Metropolitan Area, there are around
445,500 women between the age of 18-24
Key Traits
Budget Conscious • If an average Discovery shopper spends around
Socially Active $120 per year*, then converting just 1% of these
women into Discovery shoppers will more than
pay for the marketing efforts within the year.
Current Behavior Sets *Estimate based on comparables.
• Dip Downs - These women prefer to shop at Nordstrom
Rack and other locations they view as offering higher
end clothing. They make their way to Discovery in
search of ‘basics’ to go with their higher end items.
• Too Old for This - Former Discovery shoppers who
began to feel too old for the brand, and don’t know
of any compelling reason to bring them back. 445,500 Women 18-24
Key Insights
• “I want to dress well in brand names, but I
don’t have a ton to spend. And no one is
gonna check the label on my cami.”
• “I shopped there when I was younger, but I’ve moved
on. Most places are more or less the same, and I
feel silly still shopping with the younger crowd.”
Socially Active
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14. Find it first,
for less.
We have our idea..
We know who we plan to talk to..
Outdoor Loyalty
Now, How do we plan to get the word out?
Social Mobile
Media
Radio Partnership
PR
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15. PACE Ads
TACTICS
PACE Ads & CTA Ads
TYPE: Out Of House/ Mobile
Discovery will purchase ad space at PACE locations within
5 miles of existing Discovery locations. These ads will
hammer home the “Find it First, For Less” messaging.
In-car banner ads will be placed in the Chicago Transit
pink link trains. This line services the city and suburbs
which is where our target market lives.
Additionally, these ads will feature QR codes directing users to
the mobile sign-up pages for Discovery’s loyalty program.
Store Windows & In Store Signs
TYPE: Out Of House
The outward-facing window signs at Discovery have
always served to increase visibility for the brand, and
many of Discovery’s current shoppers mention them
when asked how they learned about Discovery.
In-store signage will also be updated to reflect the ‘Find it First’
positioning will help target infrequent customers at a low-cost.
FIF Telescopes
TYPE: Out Of House Ambient
Discovery will be placing nude mannequins standing by a
telescope near competitive strong holds and high traffic suburban
locations. People walking by will see the ‘Find it First’ call to
action, and will be enticed to take a peek through the telescope.
Once they are looking through the scope, a :15 ‘View-Master’
like series of slides will play. It will show the mannequin
strutting her stuff on a runway, followed by a Discovery
shopper jealousy eyeing her fashions and rushing the
runway, literally grabbing the clothes off the model’s back.
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16. CTA Ads Store Windows
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17. In Store Display FIF Telescopes
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18. Social Media TWITTER
For our target, to add perceived value to our brand and product, we must engage with them on a non-sales basis. “My First...”
Type: Online Contest
Do Don’t • Twice a week
• Create online conversations • Make it all about sales Discovery will Tweet
• Encourage consumer engagement • Ignore consumer questions/comments a “my first” topic for
• Provide added value for consumers followers to discuss
• Potential topics:
• first job, first
Facebook Foursquare kiss, date etc.
Type: Loyalty Contest Type: In-Store Check ins • Followers will be asked
to include hashtag
• Discovery fans will sign up to receive customized referral link • Discovery employees will announce “in-store Foursquare “#DiscoveryMyFirst”
• Link will be used to refer friends to loyalty club sign-up page check-ins” during periods with high traffic when tweeting firsts
• Each week, the fan with the most referrals • The first customer in-store to come up to the counter • The follower with
wins a prize from Discovery showing they checked in to Discovery will receive a prize the most retweets
(Gift card, percentage off next purchase, free item etc.) will receive a prize
from Discovery
Contest will run during the first four weeks Promotion can run as frequent as manager deems necessary (Gift card etc.)
of the “Find it First” campaign This in-store engagement will run
throughout the entire campaign This engagement
will run throughout
Blogger Outreach course of campaign
Type: Engagement
• Discovery will reach out to fashion bloggers
and influencers in Chicagoland area
• “Find it First” messaging will be reinforced by
blogger mentions/features of Discovery
• Bloggers will receive a behind the scenes look at
Discovery’s processes of getting clothing fast and first
This will provide PR support throughout the
campaign and support all campaign tactics.
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19. Pinterest YouTube
Pinterest FIF Haul Videos
Type: Online Engagement Type: Viral Video
• Discovery employees • Discovery will set up
will take daily photos in-store Haul video
of inventory as it stations in select
arrives on the truck Discovery stores
• Photos will be added to • Discovery employees
Discovery Find it First will be asked to engage
board on Pinterest customers with in-
• Photo will include price store incentives
and brief product • Customers will be
description encouraged to make
• Followers will be videos showing off
encouraged to re-pin clothing selections
their favorite items • The videos will be
• Discovery Pinterest instantly uploaded
account will be linked to Discovery social
to Facebook for media channels
added exposure (Youtube, Facebook)
This will engagement This promotion will run
will go on throughout during the 2nd month
the entire campaign of the campaign
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20. Loyalty Program Partnership
Fashion-based Loyalty Rewards Fast Fashion 101
Type: Loyalty Program/Mobile Type: College-Focused Parnetership
We’ll drive users to sign up for the program using Social
Media, in-store iPad kiosks, QR codes on Outdoor ads Discovery will partner with universities to offer an
that drive to a mobile-optimized sign-up page, and via ‘apprenticeship’ course where students learn the ins and
an employee ‘store ambassador’ incentive program. outs of the buying process by working with Discovery.
Partner with schools near Discovery locations that offer
Each of these different channels will be trackable via referring a Fashion Merchandising focus; like Illinois Institute of
URL, meaning Discovery will even be able to track which Art and Benedictine University. The final project for the
channels, and even which individual members of their course would be assembling product for and promoting a
salesforce are the more effective at promoting the brand. fast fashion show to the student body & local community.
University Partnerships
Increasing Near Discovery locations
customer loyalty
•
• Offer a Fashion Merchandising focus
• Illinois Institute of Art and Benedictine University
Develop
Building a CRM database
custom
‘apprentice’
Learning about
Fast-fashion show course
customers as final project
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21. An offensive media approach will be taken in order to
MEDIA
Media Objective tap into the success of key competitors in the category.
Reach 70% of the target audience 2-3 times a week.
Radio will be utilized to help build frequency in a targeted geographic area. It will allow Fashion-based loyalty program;
The campaign will be teased for 2 weeks, then will experience Discovery greater flexibility in terms of scheduling and last minute changes, and will simultaneously building a CRM
a strong pulse for the first 6 weeks to launch the new brand offer another effective way of reaching out to database, learning more about their
identity. Following a month-long hiatus, the campaign will mobile audiences. customers and their behavior, and
pulse again coming into the Back to School season. increasing customer loyalty.
OOH tactics will be implemented
• The focus on high frequency was decided upon because to achieve a high level of Mobile Marketing will serve to reach
frequency in a targeted customers out in the world in a manner
of the target, a non-loyal audience, the purchase cycle,
geographic area. This will also where they can interact with the
which is short, and the competitive situation, which involves
allow effective targeting of brand, rather than just being ‘talked
multiple competitors in the region of most store locations.
category shoppers who shop at at’ by mass media channels. This will
competitors by placing ads near also serve as an excellent point for
Geographic Targeting competitive store locations. gathering new customer information.
Focus will be on the Chicagoland area, with heavy Web-Focused PR will be utilized to • More than 44% of Americans
concentrations of out of home and ambient strategies sister with the social media tactics. over age 12 own a smartphone
being implemented within 3-5 miles of existing Discovery (Edison Research, 2012)
store locations or near competitive strongholds.
Social Media will be utilized to create • Forrester predicts that by 2016, 1
a reliable point of interaction with Billion people will own smartphones.
Discovery and to create a channel for • 67% of Smartphone Owners use
Seasonality developing infrequent shoppers into
loyals, and loyals into brand ambassadors.
their phones to aid their shopping
(LJS Strategic Research)
Seasons will be determined by category sales trends, with
This will also serve as an excellent point Partnership with Colleges and • 81% of them do so before
for gathering customer information. Universities gives Discovery access to arriving at the store
a focus on delivering the new messaging just prior to and
Customers exposed to branded the univerisities pre-exsisting media • 44% do so while actually in-store,
during prime sales months. Focus will be placed in May-
social media content are 7x more exposure to the majority of their target. right next to the products they’re
June for the launch, and then renewed again in August
likely to increase their spending. This wil aslo help with brand reputation. after (LJS Strategic Research)
through early September to boost back-to-school sales.
Why integrate all these channels? Each have a greater value when working in tandem than they do alone. :
• Customers exposed to both Social Media and OOH are an additional 1.5x more likely to increase their spending
• Customers exposed to Social Media and PR were found to increase their weekly spend amount by +17%
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22. Campaign Accomplishments
Calendar Overview By Media/Tactic
1
B
Identify compelling brand identity
Find It First, For Less
U 2 Find a way to build loyalty among Discovery shoppers
B ased
SCHEDULE
ion- ogram
3 Develop direct CRM options
L
h
Fas ty Pr
oyal
G 4
Budget Allocation By Media/Tactic
Develop partnership opportunities
E 5
University Fashion Apprentice
T
Increase social media exposure
Pinterest, Facebook, Twitter, YouTube
MILLENNIAL
6 Leverage viral marketing / mobile marketing opportunities
Haul Videos, QR, FourSquare
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23. MILLENNIAL
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Hunter Koerner
Liz Schulze
Nicole Pierce
Shavon Banket
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