InBetween Powerpoint Presentation_UPDATED

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GREG PAQUETTE | BROOKE LONG | CIERRA ROBINSON | JENNIFER CALLAGHAN | CARLA MORDICA
Digital Media Campaign
Presentation

Overview
Campaign Objectives
Competitive Analysis
Target Audience Analysis & Recommendations
Digital Media Selection Rationale
Media Strategy
Flowchart & Budget

Campaign Objectives- Threats
 Potential threats
 Awareness of grand opening
 Perception of second-hand items
 Preference for brand-named items

Campaign Objectives
 Objectives
 Establish awareness of
 InBetween
 Grand opening
 Brand personality
 The owners passion for fashion
 Pushing concept of “be your own brand”
 Combat brand consciousness
 $10,000 or more opening month

Competitive Set
Primary competitor:
 PLATO’S CLOSET
Secondary competitor’s:
 THE OTHER SIDE VINTAGE
 CURIO
 WONSAPONATIME VINTAGE

In Between VSPlato’sCloset
IN BETWEEN VINTAGE CLOTHING PLATO’S CLOSET - TALLAHASSEE
PRODUCTS
OFFERED
Lightly used sophisticated clothing and
quality jewelry for males and females along
with a variety of shoes and additional
accessories.
Gently used designer style clothing for males
and females along with a variety of shoes and
accessories.
WHAT IS
SHARED
Sells gently brand clothing at an affordable price . Accepts donations as well as selling back
features. Audience is looking for stylish, comfortable and trendy clothing as an affordable
price.
TARGET
AUDIENCE
Working moms, ages 25-40 who have a
college education and work in offices, banks
and schools. Conservative in their spending
but find good values with purchase. Males
between 18 and 40 of age that are either
single or married.
Males and females aging from 18-24 year
olds, mostly students and working class
residents who live in apartments, visit bars,
and enjoy wearing trendy popular brands
while on a budget.

DigitalMediaCompetitiveAnalysis
IN BETWEEN VINTAGE CLOTHING PLATO’S CLOSET - TALLAHASSEE
WEBSITE
Owned content is used prominently but basis of
webpage is used for informative purposes.
Owned content on the webpage as well as an
integrated campaign that was placed online.
EMAIL
Used to target more “traditional” customers that
we are not reaching elsewhere.
Used if you have opted in to receive
promotions and updates on needs of specific
locations.
MOBILE
Offers responsive web design on all devices of
the webpage.
App created by EXTON which provides
exclusive offers and discounts from Plato’s
Closet including photos, inventory, current
needs and downloadable offers.
SOCIAL
MEDIA
Active on Facebook, Instagram, Twitter &
Pinterest. Posting daily regarding new arrivals
and upcoming sales.
Active on social media, including Facebook,
Instagram and Twitter. Specifically posting
once or twice a day. Repetitive messaging.

TargetAudienceAnalysis
18-64 Year old females
 Single, married, mothers, daughters, grandmothers
24-40 year old females
 Working professionals, mothers, single, married
 Modern sphere of lifestyle - value service, convenience, flexibility,
and durability
18-54 year old males
 Clothing purchases based on necessity
 Job may not require suit and tie but works in a professional
environment
 Needs and wants to look good

TargetAudience-Demographics
Demographics JoAnn Suzanne Mike
Age 52 32 30
Race Caucasian Caucasian African-American
Income $32,000.00 $35,000.00 $48,000.00
Occupation Office Executive Dental Office Asst IT Specialist
Social Class
Middle Income
Working Class
Working Class
Middle Income
Working Class
Education 4-Year College 4-Year College 2-Year College
Geographic Location Tallahassee City Leon County Tallahassee City
Lifestyle
Easy going family
oriented mother
and grandmother
Serious mom who
works for the kids
and weekends
Single male
focused on his
lifestyle

TargetAudience-Psychographics
Psychographics JoAnn Suzanne Mike
Attitude
Positive and
outgoing; a
follower
Goal oriented and
focused achiever
Positive and
motivated
Motivation Very motivated Motivated Highly motivated
Desires (benefit/need)
Wants what's best
for kids and grand
kids
Strong desire to
fulfill needs and
wants to provide
for her family
Wants and needs
quality things in
life. Desires are
stronger than
average
Values
Conservative but
tolerant
Conservative
traditional values
Middle of the road
but anchored by
Christian values
Personality trait Aspirer Succeeder Aspirer/Succeeder
Decision process
Spontaneous on
low involvement
purchase
Carefully considers
all purchases but
desires high
quality
Value brands ok
but desires quality
when possible
Buying behavior
Not very loyal to
brands willing to
try anything; has
not learned quality
versus brand
loyalty
Wants quality and
is a brand loyal
customer; will try
new products
Brand loyal but
considers new
brands if value is
good

TargetAudience-MediaBehaviors
Media Behaviors JoAnn Suzanne Mike
Media Programs
viewed/listened
to/browse
Local ABC, CBS.
NBC, ESPN, 104.1
97.9 ESPN Radio,
Bing/Google
Local ABC, CBS.
NBC, 103.1 The
Wolf Country
Music,
Google/Facebook
Twitter/Pinterest
Local ABC, CBS.
NBC, Blazen 102.3
Hip Hop,
Google/Facebook
Twitter/Instagram
Targeted Audience
Media Concentrations
(Media where our
audience resides most)
Television/Digital
Print/Radio OOH
Television/Digital
Print/Radio OOH
Television/Digital
Print/Radio OOH
Recommended
mediums based on
habits of targeted
audience
Digital e-
mail/internet
FB, Twitter,
Pinterest
FB, Twitter,
Instagram

TargetAudience-Recommendations
 Raise Brand Awareness
 Growing trends and expected growth in vintage clothing sales
 Most prospects are unaware of the features, benefits and advantages
 Reach audience with targeted digital media campaign
Digital platforms include website, FB, Twitter, Instagram
 It is where the prospects are residing
 Achieve campaign objectives
 Research-backed consumer information says so

Digital Media SelectionRationale
Company site - Central hub for information
 Available for all target segments
 Data tags
 Organic search
 “75% of users never scroll past the first page of search.” (Ryan, 2014)
Responsive

Social Media
 Facebook, Instagram, Pinterest and Twitter
 Cute and funny memes, photos, videos and quotes
“What has changed over recent years is the reach and penetration
of these social media technologies, their adoption into everyday
lives of a mainstream audience.” (Ryan, 2014)

Email
 Newsletters
 Deals for the week
 All featured items
 Popular seasoned trends
 In the loop, don’t live on Social Media
 JoAnn

Media Strategy
Content Calendar:
 Website
 Social Media
 Paid Search
 Email/Newsletter

Media Strategy
Social Media Platforms

Media Strategy
Email Marketing
Will include:
 Weekly Newsletter
 Coupons
 Event information

Flowchart & Budget
Medium Frequency Cost
Website Yearly $300.00
($25/month)
Facebook Weekly $930.00
($30/day)
Twitter Weekly $0.00
Pintrest Weekly $0.00
Instagram Weekly $0.00
Printshaq flyers (5,000) Monthly $125.00
Google tags Monthly $0.00
Campaigner.com Monthly $150.00
Mailchimp.com Weekly $25.00
Total for December $1,530.00

Flowchart & Budget
0
500
1000
1500
2000
2500
3000
3500
Week 1 Week 2 Week 3 Week 4
December Budget Analysis
Revenue Expense

Flowchart & Budget
0
200
400
600
800
1000
1200
December January Feburary March April May
6 Month Budget Projection
Website Social Media Email Print ads

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