1. ………
Be a Supermodel for a Day Contest
Direct Marketing Campaign
Karl Feuerstake, Shishir Kamble, Brad Burneau

2. ………
Agent 99 is an indie clothing retailer that provides women's fashion and
accessories such as dresses, bracelets, etc. Agent 99 already had an
online presence through social media such as Facebook, with 1500
followers. Their customers come from Kingston as well as outside the
region such as Ottawa / Smith-Falls Corridor.
Agent 99 wanted the campaign to run from the end of March to the
middle of April.
The goal of the campaign was to increase traffic into the storefront by
targeting new customer; aiming to drive sales.

3. ………
Our target was young women in the ages from 15 – 30.
They live an urban lifestyle and have interests in fashion, self beauty,
modeling, etc.
The target would have an interest in wanting to stand-out and show
individuality, being unique, fashionable, and original.
They are typically enrolled in late-high school, college, or currently
employed. Usually they live at home with parents, in a campus residence,
or in their own small place.

4. ………
Be a Super Model for a Day Contest:
Our direct promotion was to offer a chance to win a free
photo–shoot at Agent 99, simply by handing in a ballot in-store
(no purchase necessary).
Ballot would have information fields required for contacting
the winner and would be able to be used in a potential
database.
The photo-shoot would be conducted in Agent 99 with our
photographer and James Brett personnel doing the makeup
and hair.

5. ………
Our message was to use a lifestyle appeal (in a sense), with the “be a
supermodel for a day” we were offering the winner the feeling of
what it would be like to be a model, which is something many women
would love to experience. Additionally the message incorporates
emotional appeal with the feeling of looking good and showing
everyone photos.

6. ………
For this campaign we selected the St. Lawrence College’s Hairstyling program as
our target; we would be distributing flyers to their class in-person. We specifically
chose them due to their interest in style and fashion, and how they would be
likely to be interested in participating in a photo-shoot.
We would arrange with the class to show up after the ending session and hand
out the flyers to students leaving.
Industry standards for direct marketing are typically between 1% and 3%, but we
were hoping that through our very targeted channel we might have achieved
more than even 5%.

7. ………

8. ………
We were going to be able to track how many individuals we handed the flyers out
to (assuming up to 60 students for our target) and then receiving ballots from
Agent 99 to draw a winner. We would then be able to solve for the redemption
rate and show value through LTV statistics, though we were not given access to
Agent 99’s database information.
For Analytics, we were able to roughly estimate for printing costs:
CPP
Up to $11.98 for 20 pieces 8.5 x 11 -$0.68 per piece
Additionally if any of the contestants purchased items within the store, this would
be great, as then the Gross Profit and BLP would be positive, as the cost of the
campaign would be covered by our team and not the client.

9. ………
Ultimately due to client requirements and timing constraints the campaign was
never launched.
In the future, recommendations for us would be to have worked faster with the
client and other aspects of the campaign to meet their revisions sooner, and for
the course we may recommend that the campaigns be given more freedom of
action in deciding when to launch and how long (roughly) to run. This could
have been negotiated with the client on an individual team level instead of a
set timeframe being forced.

10. ………