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MARKET ING PLAN

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B. CULLEN

Tel: 07854176735Email: bethcullen@hotmail.co.ukBlog: www.transparenTisthenewblack.co.uk

All rights reservedCopyright © 2016

Final Major ProjectElsewhere marketing Plan

BA (Hons) Fashion Business and PromotionBirmingham City UniversitySI - 12772787

Manufactured and published in BritainThe Parkside Building5 Cardigan StreetBirmingham, West Midlands B4 7BD

transparent fashion. clear conscience.

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CONTENTS

TABLES

FIGURES

EXECUTIVE SUMMARY

VISION AND MISSION

CONSUMER tribe

CONSUMER JOURNEY

PRICE AND POSITIONiNG

unique selling point

Distribution

12 MONTH launch PLAN

Marketing budget

marketing material

website

SOCIAL MEDIA

pop up press event

SPONSORED BLOG POST

#IAMELSEWHERE competition

REFERENCES

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TABLES

all created by author (2016)

Table 1 - Hierarchy of Disposable Income - p15

Table 2 - Elsewhere Consumer Journey - p17

Table 3 - Product Price Point Table - p18

Table 4 - Product Hierachy - p19

Table 5 - Competitor Positioning - p19

figures

front page - penny sage look book - p1Leilani Heather (2015) Penny Sage [Photograph] Available at: https://i-d.vice.com/en_au/article/kiwi-labels-sewing-up-the-sustainable-fashion-market [Accessed 14/4/2016]

FIgure 1 - #iamelsewhere account - p13Created by Author (2016)

FIgure 2 - #iamelsewhere account close up - p13Created by Author (2016)

FIgure 3 - Fashion Revolution Conscious Consumers - p15Fashion Revolution (2016) Available at: fashionrevolution.org[Accessed 24/3/2016]

FIgure 4 - conscious circle filters - p21Created by Author (2016)

FIgure 5 - packaging - p22Created by Author (2016)

FIgure 6 - £5 off marketing material - p27Created by Author - Background image: Fool Dost (2016) Mindfully Created Womenswear. Available at: https://www.fooldost.com [Accessed 14/4/2016]

FIgure 7 - bus advertising - p27Created by Author - Background image: Reformation, (2016) Available at: www.thereformation.com [Accessed 13/3/2016]

FIgure 8 - website - p28Created by Author (2016)

FIgure 9 - elsewhere facebook - p30Created by Author (2016)

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FIgure 10 - social media infographic - p31Created by Author (2016)

FIgure 11 - social media buttons - p32Created by Author (2016)

FIgure 12 - elsewhere instagram - p33Created by Author (2016)

FIgure 13 - elsewhere twitter - p35Created by Author (2016)

FIgure 14 - artistic space - p38Wool, P (2014) Exposición no 1, Making off. Available at: obsessivecollectors.com/making-off-exposicion-y-baile [Accessed 13/4/2016]

FIgure 15 - pop up moodboard - p39Created by Author from Pinterest (2016)

FIgure 16 - fazeley grand gallery - p41Fazeley Events Corporate Brochure (2016) [PDF] Available at: www.fazeleyevents.co.uk/wp-content/uploads/2014/12/Corporate-Brochure.pdf [Accessed 12/04/16]

FIgure 17 - hanger - p42Created by Author (2016)

FIgure 18 - logo tote bag - p43Created by Author (2016)

FIgure 19 - leotie lovely - p46Mockup Created by Author - Background image: Leotie Lovely (2016) Blog. Available at: leotielovely.blogspot.co.uk[Accessed 15/3/2016]

FIgure 20 - ethical writers coalition - p47EWC Logo (2016) Available at: www.ethicalwriters.co/mission/[Accessed 30/3/2016]

FIgure 21 - ethical blogger network - p47EBN Logo (2016) Available at: www.ethicalbloggernetwork.com [Accessed 30/3/2016]

FIgure 22 - #iamelsewhere competition - p48Created by Author (2016)

FIgure 23 - #iamelsewhere competition close up - p48Created by Author (2016)

FIgure 24 - competition marketing material - p49Created by Author - Background image: Nobodys Child (2016) Fast fashion with a conscience. Available at: https://www.nobodyschild.com [Accessed 14/4/2016]

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executive summary

Elsewhere is a new start up business in the form of an online retailer selling womenswear from multiple ethical fashion brands. Elsewhere wants to create a convenient way for the growing conscious consumer to shop which offers transparency about supply chains and a sustainable approach to business. The unique selling point for the business is that shoppers can filter their search by ethical credentials and create an #IAMELSEWHERE account to personalise the website to their belief system.

The target market has been split up into two main tribes, the Mindful Millennial and Q<Q Generation. Both are digitally connected but millennials use social media as a force for change whilst Q<Q customers are searching for quality over quantity. They are both actively making decisions that are best for people and the planet and want brands to do the same. The pricing and products reflect a variety from £0-400 to appeal to both tribes. Marketing methods have been chosen based on their ability to meet consumer needs and to make long term profitable customer relationships. The overall marketing aims for the business are to ensure the target market is aware of the business, especially as it is new to the market and to change the mind-set surrounding ethical fashion being unfashionable, making it desirable and stylish instead. The consumer journey was mapped out to recognise which touch points are important to create brand advertising for. Within the first year, it will be most effective to focus on brand aesthetic, awareness and offering incentives.

Marketing in the first year of operations is vital to establishing a successful brand so a large sum of £25,000 will be used for both print and online campaigns as well as a press event. A launch calendar has been planned from January to December to spread marketing throughout the year and the budget has been allocated specifically to reflect different styles of marketing. A pop up press event has been devised a month before the sales launch to generate a buzz within the press and blogging communities, receive initial pre-orders and raise awareness of the Elsewhere brand. The print campaign comes in the form of bus advertising using large posters to make the brand better known in major cities.

Online marketing is particularly important for an e-commerce retailer and keeping consistent aesthetic between the website and social media will be integral to making the Elsewhere branding memorable to customers. The business will utilize a social media consultancy to increase search engine optimisation and post from four main platforms: Facebook, Twitter, Instagram and Pinterest. Each social media platform requires different upkeep and content so each one has been explored in the plan. Targets have been set to gain followers and likes and a social media policy is in place to maintain good procedures and a consistent tone of voice for the brand.

Blogging within the conscious community is a regular occurrence so it is important for Elsewhere to gain acceptance and infiltrate this form of marketing. Sponsored blog posts and affiliate schemes will be used to reach the target market. The hashtag #IAMELSEWHERE will be used by the brand to create a cult following and to feel inclusive to all. This is also linked with the #IAMELSEWHERE account which is marketed as a personalisation of individual customer ethics. To establish the hashtag, a competition was created offering a £500 voucher to one lucky winner. Entrants were simply asked to promote ethical fashion by posting a photo in their best ethical clothing.

Marketing will be evaluated by click through rates; how many people are talking about the brand in the press; website traffic as well as the amount of communication between customers and the brand. Elsewhere wants to be the number one site for ethical fashion recognised by trendsetters as well as conscious consumers for the variety of styles on offer at affordable prices with a guilt-free sense of satisfaction for buying fair fashion.

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mission

vision

The marketing vision is to make Elsewhere the number one multi-brand retailer of ethical and sustainable fashion within Europe. The aim is to attract 10,000 unique visitors in the first few weeks of trading and work towards 50,000 per month by the end of year one, and increasing traffic by at least 150% year on year. Elsewhere want to create a buzz within the ethical blogger network and with conscious consumer communities. Elsewhere expect sales to grow alongside increasing interest in the brand and promotion of the stylish product offering.

Elsewhere intend to use the #IAMELSEWHERE account as a user profile to keep track of and keep in regular contact with customers through newsletters. The tag ‘#IAMELSEWHERE’ will be used as a marketing tool on social media increasing click through rates to the website and sales. It is essential to remember that Elsewhere is an ethical brand and to keep environmental impact to a minimum when planning marketing material and events. For the business to grow, it must emphasise the unique selling point of convenient, curated transparency and personalised ethical fashion online as well as offline, considering other marketing media such as posters on public transport.

Elsewhere is committed to providing conscious consumers with a curated range of stylish, ethical fashion brands which can be personalised to their own philosophy. Elsewhere want to make conscious choices more convenient and offer the guilt free alternative to on-trend fashion.

Fig.1

Fig.2

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consumer tribes

Mindful millennial

This consumer is aged between 20-34 and has fair disposable income, lower for students and increasing as the consumer ages. Millennials are seen are a pin/post generation and use social media as a gateway to protest, often sharing campaigns and links to articles which align with their beliefs. This tribe follows Fashion Revolution which is a campaign teaching consumers how to be revolutionary thinkers using their purchasing power for good whether that is boycotting unethical brands or choosing better, slower ways to shop.

Boston Consulting Group found that half of millennials want brands to “say something about who I am, my values, and where I fit in” (Barton, 2014). They are the most sustainably engaged age group although not the wealthiest. Price is not a set-back as this tribe advocates a movement towards personal style over fast fashion fads so they can buy less clothing which is built to last.

Q>Q GENERATION

Q>Q stands for Quality over Quantity and this consumer group, aged beween 30-50, advocates sustainability. They are seen as natural born quality hunters and expect their purchases to be of the highest standards so are willing to pay for it. This generation has not always been surrounded by fast fashion options and lean towards mindful consumption and slower fashion. This consumer group is the only generation to benefit financially from the recent recession so has more disposable income. They place more value on experiences over possessions and live by the philosophy ‘Shop Less, Choose Well, Live More’ so are less likely to buy into fad trends. This consumer may also make purchases for their children who are in Generation Z, aged below 20 and in the Gen Zen tribe.

The graph on the right considers the hierachy of disposable income and determines the different marketing type necessary to reach each consumer. The lower income tribe can be reached through social media while more sophisticated shoppers may prefer individual courtesy emails and more direct advertising for higher spending.

Tab.1

Fig.3

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CONSUMER JOURNEY

Marketing will allow for customers who are making different purchases as there are different purchase types recognised within the ethical goods marketplace. Though most customers will be ethically conscious, the brand wants to reach those less concerned with these factors and more interested in the product's fashionability. All marketing must feel inclusive to cater to the five recognised purcase types.Promotion should always come across as positive rather than being critical of less ethical purchases as this may deter trend hunters. The fashion credentials of the brand must be as apparent as the ethics, this can be found in modern, stylish imagery as emphasising the unique qualities of the brand.

TYPES OF PURCHASE (Based on Ethical Consumer, 2016)

QUALITY HUNTERS – This purchase is for a customer who wants garments to last for a very long time and purchases are based on capsule wardrobes. This can be seen mainly from the Q>Q tribe.

SUSTAINABLE SUPERIORITY – The guilt free purchase as this customer has a superiority complex over others who choose less ethical options. They are part of the ‘anti-consumerism’ mindset and avoid anything that they believe to be unsustainable.

ASPIRING UTOPIANS – This purchase is based on a customer who wants a better world and choose to vote with their pockets to show their beliefs. They believe in shopping for a better world and boycott brands who do not fit with their principles.

GUILTY PARTY – This purchase is a give and take approach to make up for previous unethical purchases. This is likely to be millennials who don’t label themselves as environmentalists but are aware of the negative impact of fashion (Benderev, 2014).

TREND HUNTERS – This customer is simply looking for new, exciting brands and are led more by individuality and innovation than sustainability. This could be seen from fashion conscious Millennials and Gen Zen.

To better understand how to market to the consumer, it is important to understand their journey throughout the brand and touch points which are crucial to reinforcing sales. The Elsewhere consumer journey has been mapped out in the graph above. It shows the initial first impressions through to browsing, making a purchase and feedback. The loyalty curve is created after a customer has recieved their purchased product and experienced the customer service from the brand whether that be through ease of payment or returns as well as communication throughout the order. However in order to bring custom through the loyalty curve, marketing will focus on the inital first impression by raising awareness of the brand on social media and through ethical fashion bloggers. Marketing will also be used on the website to offer extras and short-term promotions to make customers purchase before the special offers run out.

Tab.2

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PRICING AND POSITIONING

As Elsewhere is a collective of brands and garments, pricing is very varied. Elsewhere want to position themselves as having a good range of price points to suit each customer. The pricing has been split into four price points from value to premium high street pricing to appeal to different levels of disposable income, they are £0-50, 51-150, 151-300, 301-400. You can see in the graph below how garments are sorted into each price category. Items under £50 are basics appealing to students and Gen Zen whilst higher price points are for durable garments such as coats and shoes which the Q>Q generation are willing to pay for quality. Elsewhere expect to sell a higher volume of the lower price points under £150 and the highest price point of £300+ is expected to sell less frequently due to being more expensive and these products are less regularly updated in customer’s wardrobes, a better understanding of the pricing hierarchy can be seen on the right. It is difficult to predict profits for different garments as pricing will vary but the average mark-up is expected at 70%. When compared with competitors, Elsewhere has an average price point, beating the main international competitor on price but offering a more premium price than an ethical marketplace that is not specialised in fashion. The brand intends to compete on 'fashionability' by offering up to date trends, timeless style and a range of modern fashion brands. Elsewhere will focus on stocking new and mainly European ethical brands which competitors are yet to stock. For more information on competitors, see the Elsewhere Business Plan.

TOPS BOTTOMS DRESSES OUTERWEAR ACCESSORIES

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Tab.3

Fas

hio

na

bil

ity

PRICE

competitor POSITIONING

PRICING hierarchy

Tab.4

Tab.5

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unique selling point

The unique selling point for Elsewhere is their #IAMELSEWHERE account personalised to a customer’s unique value system. The conscious circle (on the right) was created as an easy to identify key for the ethical filters which will have hover over information and a link to show users how it works. Whether a user searches for dresses or through the ‘Organic’ filter, the website intends to offer easy navigation and a simple yet sophisticated design which appeals to the eye and makes the shopping experience more serene. Alongside the ethical credentials, Elsewhere intends to offer a variety of fashion options from different brands that are stylish and timeless. As Elsewhere grows each year, the range of products will also grow to offer many product types from womenswear to lingerie to swimwear.

Upon making a purchase, Elsewhere will offer excellent customer service, thanking customers and keeping them updated on their order status. The brand will communicate after order arrival to gain feedback from the customer and create a relationship in order to maintain customer loyalty. Customers are encouraged to personalise their own #IAMELSEWHERE account as this offers a unique experience with all promotions based on their preferred ethics. Creating a one-to-one experience for the customer is important to make them feel special and to show that all different belief systems are recognised without any guilt. Elsewhere will use a Data Capture strategy for the account which will gain customer information on shopping habits, favourite brands, fashion sense and wish lists leading to marketing based around these known traits.

Elsewhere intends to be fashion led and wants the garments to be wearable, high quality and harmless to people and the planet. Elsewhere feel that by offering transparency on the supply chains of products, they are being honest and open with their customers. Consumers now expect a level of trust in the brands they shop at, 68% will recommend trusted brands to others and over half boycott brands they don’t trust (BBG, 2015). These conscious consumers can learn about the back story of the products they buy and truly understand the process that went in to making the clothes they love to wear. The value placed on transparency and traceability but also style will lead the marketing as competitors are not focusing on transparency but masking their ethical credentials to appeal to the masses. Elsewhere has attempted to offer ease of use for both conscious and general consumers as drop down menus allow those less aware customers to shop for fashion in a traditional sense through product type, size and price.

The Elsewhere name is unique and can be played on to create puns, straplines and other marketing material. Elsewhere means ‘in or to another place’ and Elsewhere wants to be the guilt free alternative to fast fashion brands. The name will be used in marketing as ‘to shop Elsewhere’ is to actively shop a better and more considered way.

Fig.4

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distribution

Elsewhere distribution will take place through Green Courier, the UK’s leading eco-friendly courier service. Customers will pay shipping for their orders but promotions will be used to increase sales by offering free shipping with spends over £100. The focus is not on instant shipping or striving for ‘next day delivery’ as the conscious consumer mind set is to be considerate of the environment and mindful of purchases which are worth waiting for. Carbon offsets are calculated for each order and offered as an add on at the checkout. Once an order is placed, the customer receives a confirmation email, the order is packed in house and picked up by the couriers at the end of each working day. Customers will be updated through each stage of the delivery process and reminded to recycle their packaging if they are pleased with the order. If unhappy with the order a return shipping label is included which can be used to qualify for a return or exchange. Elsewhere also run a recycling scheme meaning customers can refill the box with any unwanted garments from their wardrobe which the business can repurpose ‘elsewhere’ by either donating to charity or offering the materials to suppliers who work with recycled fibres. The marketing for this will entail encouraging customers to make room for ethical garments whilst reducing their waste and sensibly disposing of their old clothes to be repurposed ‘elsewhere’.

Fig.5

REDUCE WASTE. RECYCLE fashion.

REPURPOSE ELSEWHERE.

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2017 launch calendar

JanuaryAnnouncement of platform with sales opening in MarchWebsite AvailableSocial media launch

FebruaryPop Up Press Event

March Online Sales Launch£5 off for joining #IAMELSEWHERE

AprilBus AdvertisingEARTHDAY 10% off Voucher via sponsored blog posts

June#IAMELSEWHERE Competition on social media

August#IAMELSEWHERE winner announced

SeptemberSponsored Blog Posts

November#BuyNothingDay – Website sales closed for Black Friday

DecemberChristmas Themed #IAMELSEWHERE competition

Elsewhere will launch the website and social media before online sales to create awareness and excitement about the online sales launch from potential customers. The hashtag #IAMELSEWHERE was created to make the brand feel inclusive to all and is an easy to remember tag for all of social media. The tag creates a conversation and customers can use it to show off outfits and feel part of a community. To encourage customers to save their personal philosophy using their own account, a pop up will appear upon opening the Elsewhere web page offering a £5 off when the customer creates an account. The brand then has their details to send the newsletter and information on new stock. Throughout the year, Elsewhere will run promotions, competitions and attend events which encourage their philosophy ‘Transparent Fashion, Clear Conscience’. Online marketing is important for an e-commerce business. The target consumer uses social media and it is particularly popular with the Mindful Millennial and Gen Zen.

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marketing budget

The marketing budget is high in Year One at £25,000 because establishing the brand with customers is vital to the success. It is important to invest in marketing because as a start up business, it is a brand new concept which people will not yet know or understand. The marketing budget will then decrease for the second and third year. A predicted break down of costs is listed below.

£10, 000 - Social Media ConsultancyAs social media needs to be updated regularly, the brand will use a consultancy to help undertake this task within the first year until a marketing manager can be recruited to work within the brand. The consultancy must help with search engine optimisation (SEO) and web analytics to increase the ranking of Elsewhere on search pages, gaining more exposure leading to sales. In the future a social media intern will be considered who can then make use of Snapchat to video log the business behind the website.

£8000 - Pop up Press EventThe press event is vital to launching the brand when it is known and already creating a buzz within the ethical fashion community. This budget includes everything from invitations, the venue, guest travel and/or accomodation, catering, equipment, fixtures and decoration, hand outs and free gifts.

£5000 - Bus AdvertisingA campaign printed on the sides of buses will be actioned through Exterion Media (2016) who offer public transport marketing throughout the UK. They believe " 5.2 billion passenger journeys in the UK each year and 2.3 billion bus trips made on London buses alone, ensuring large-scale opportunities for you to reach the right audience". Although biased, the firm found that millions see bus advertising every week with 86% being able to recall adverts they see on the sides of buses.

£5000 - Promotions and OffersThis will include offering £5 off joining offers, voucher codes, free delivery over a specified amount, student discounts, competition prizes, etc.

£4000 - Content CreationCreating primary content is important for a business to stay relevant so this money will be spent on brand campaign imagery, photoshoots and infographics.

£2000 - Website updates

£1000 - Contingency BudgetThis considers any unforeseen marketing and hidden costs throughout the year and can go towards a christmas campaign if left unspent.

marketing material

name

email

#iamelsewhere Join today for

£5 off

Fig.6

Fig.7

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WEBSITE

(For information on the website, see the Elsewhere Handbook) Fig.8

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SOCIAL MEDIA

Fig.9

Social Sitethat is all about

DIscovery

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users are:usersshare

LargestPENETRATION

but spreadingslowly and steadily

micro bloggingSocial Sitethat limits each

mobile isfacebook’sCash cow 140

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and now 15 secondPictures

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videos

social networkbuilt by googlethat allows for

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and

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decor

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millionactive users active users

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millionactive users

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many brandsare participatingthrough the use of

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1.31billion monthly active mobile users

Mobile ad revenue makes up 76% of all ad revenue($2.9 billion in Q2 of 2015)

Statistics as of 7.8.2015 Designed by: Leverage - leveragenewagemedia.com

79%

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of users

are 35

Social media is a crucial tool within modern marketing and it is first important to understand the different platforms available for a business. The infographic below by Leverage New Age Media (2014) shows how the varying operations and users of the four main social media platforms Elsewhere intends to use. As Pinterest has a majority female usage and a focus on fashion, it is important for Elsewhere to infiltrate this website. It is also very easy to use Pinterest as an image sharing website because the brand can upload product shots, campaign imagery of their own and look books to promote their stocked brands. Twitter is a content based sharing site and as Elsewhere has an ethical focus, it can use this to share socially responsible news, support fair fashion campaigns and retweet suppliers although there are drawbacks with the character limit. The simplicity of 'liking' a page for updates and no limitations on word count makes Facebook a great marketing tool, not to mention a vast user database for Elsewhere to engage with.

Fig.10

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facebook

Content Required: Sharing relevant promotions, Stock Updates, News, Articles, Links, Images, Videos

Objectives: Increase revenue, Gain likes and shares, Customer relations and communication, Promote offers

Update Schedule: DailyAim: 2000 Follows by year end

twitter

Content Required: 160 Character limit/Retweets of relevant News, Articles, Links, Images, Videos

Objectives: Increase revenue, Spread message, Gain followers and retweets

Update Schedule: DailyAim: 1000 Follows by year end

pinterest

Content Required: Product Images, Campaign imagery, Lookbooks, Videos

Objectives: Collection of visuals, Brand moodboard, Gain followers

Update Schedule: Weekly/Monthly Depends on incoming stock updates

Aim: 5000 Repins by year end

instagram

Content Required: Branded and Lifestyle Images, Customer feedback images

Objectives: Visually represent the brand image, Increase brand reach, Gain followers, Promote offers

and competitions. Remember: Simple and sophisticated. Modern and minimal. Transparent and traceable.

Update Schedule: Daily-WeeklyAim: 500 Likes per post by year end

Fig.11

instagram

Fig.12

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Enlighten

The business must build awareness to reach conscious consumers and enlighten the less conscious. Keep messages conscious but fun and light hearted with a focus on fashion. Before a consumer can engage, they must understand what the brand is, feel it is accessible to them and be inspired by the brand's message.

Engage

Social media allows the business to engage with customers by responding to comments. By communicating with customers and not being afraid to reply to messages, the business can build trust which is important to retain customers and gain the loyalty. Elsewhere can show the background of the business and be transparent about behind the scenes to maintain customer confidence in the brands ethos.

Entertain

Marketing should entertain customers by introducing them to interesting information, events and positive stories. Elsewhere will show customers that there are real people behind this business who care about more than just profit and take people and the planet into consideration with every step. We are humans that are trying to tackle the human cost of fashion through our business ethos. In April, this may include information on Fashion Revolution or Earth Day events or highlights from the Ethical Fashion Berlin in July 2017.

Educate

Social media should educate customers about sales, promotions and offers but also the industry as a whole. Updating social media when there is a new promotional strategy is important to ensure that customers are aware of special offers therefore creating optimum sales.

the 4 e's of social media marketing

twitter

Fig.13

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This Social Media Policy will be used for employees, associates and suppliers.

Conscious communicationThe tone of voice must always be considerate of the people in the supply chain and the planet. The brand must be transparent and offer honesty to customers. The voice must be clear and consistent throughout each social media platform.

Celebrate PersonalisationCelebrate the USP of the brand and the different belief systems of customers. Link articles to each conscious circle filter eg. Vegan news stories for those who ‘Shop Elsewhere’ for vegan fashion or Fair Trade Association retweets for those who shop for fairtrade. Use #IAMELSEWHERE but also personalise #IAMFAIRTRADE or #IAMNEWLIFE etc.

Positivity is keyThere will be no shaming of customers for unethical choices. Customers must feel like Elsewhere has a positive influence offering alternatives to fast fashion competitors and championing the ethical lifestyle of customers.

NO PLAGIARISMAll images or quotes must be properly linked back with the original source obvious or can not be used.

Customer ConFIdentialityIt is very important to keep customer and colleague information protected at all times.

No disrespectNo swear words will be used on Elsewhere social media. All posts must be respectful of Elsewhere beliefs, equality and social justice so any disrespectful behaviour will not be tolerated.

Disclosure AgreementEmployees may associate their personal accounts with the company social media but must use a disclaimer stating that the views in their personal posts are their own and not those of the company.

SOCIAL MEDIA policy

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Fig.14

POP UP PRESS EVENT

Fig.15

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The press event is designed to introduce people to the brand, creating a buzz and news stories to reach potential customers. A range of printed or online press and bloggers will be invited, encouraged to share their time on social media, link the Elsewhere website or social media and use the hashtag #IAMELSEWHERE. Elsewhere are putting on the press event to show off the clothing, its ethical credentials and promote the brands ethos. The pop up should gain interest and anticipation from customers ready for the March sales launch. There is a significant budget for this event so the venue must be large enough to fit all the product and invited guests to network and enjoy themselves whilst learning about the Elsewhere brand. The 'pop up' element will be showcasing stock which is available for preorder by guests. The event should bring in many guests as attending press days and networking with likeminded individuals is appealing to many in the industry and concious community. Staff will be hired for the night to greet guests on arrival, for serving food and catering as well as staff to help set up the fixtures and clothing which will be designated into style and trends.

chosen VENUE

The venue, Fazeley Studios Grand Gallery, is the perfect location with character but minimalist colours and white walls. The space is very large, enough for at least 200 visitors and well lit for an easy day to night event. Fazeley Events (2016) say 'limestone flooring and large skylights create a light, stylish ambience. Unsurprisingly, first-time visitors are often left speechless'. The venue is easy to get to as it is not far from Birmingham City Centre and close to public transport links, both bus and train. Digbeth is an up and coming creative hub in Birmingham which Elsewhere intends to capitalise on. It is close to hotels for overnight guests and Birmingham is a great tourist location offering guests many other attractions to enjoy especially with the new arrival of Grand Central. The space has a bar and catering service to provide tasty treats and a vegan and vegetarian buffet is important for the target market.

POP UP PRESS EVENT

EVENTS Make It Memorable

Make It Memorable

“Amazing place, professional staff and brilliant ambience. The

Fazeley Events team did an amazing job and we were more

than impressed by the service they provided.”

Agnese Reinika, Capgemini UK

“Making the booking was easy and all communication regarding

my requirements was professional, friendly and timely. The

room was perfect and the facilities offered were excellent. An

excellent venue to host my team meetings and one which I will

be using again.”

Rob Smith, Regional Operations Director,

Costa Coffee

“We are always happy to use Fazeley Studios for meetings and

events. The spaces are bright, clean and funky, and provide an

interesting environment.”

David Viney, Birmingham LGBT

“With its classic architecture and contemporary design, Fazeley

Studios is a venue full of character and its central Birmingham

location makes it ideal forcorporate events.”

Paul Mitchinson, Head of the Social Committee,

McCann Erickson

WHAT PEOPLESAY

0121 224 8486 fazeleyevents.com

A special event deserves a special venue. That means

somewhere with elegance, character and just the right amount

of quirkiness. Our extraordinary and beautiful spaces give you

precisely that, bringing style and sparkle to any occasion. Your

guests will be only 800 yards from the bars, restaurants and

transport links of Birmingham city centre but a million miles

from the humdrum.

You are your greatest event organiser. By the time you talk to

us, you might have a good idea of what you want for your

event. But you don’t have to do the planning alone. Our events

team can take care of as much or as little as you want: getting

bottles of bubbly, choosing effect lighting, sourcing special

entertainment - you name it.

Our venues are really, really versatile. Think of them as a blank

canvas and make them your own. Our team will stay in touch

to make sure you are always in control. Dining, dancing,

impressing board members, launching new products.

Whatever your occasion, we will be on hand to help make it a

success

.

Guests tend not to forget our events in a hurry. Yours won’t

either...

Industrial history, beautiful Victorian architecture and bags of

character define this special venue. Tucked away on a quiet

street in Digbeth, Fazeley Studios (somehow) remains a well

kept secret - home to a choice cut from the creative industries.

It hasn’t always been that way though. The building dates back

150 years to when Digbeth was a hustling, bustling hub of

industry and commerce. The heart of the facility is the Grand

Gallery, built in 1865 as a Unitarian Chapel in the Gothic style.

The carefully-restored architecture throws a charming spotlight

on Birmingham’s past and offers a memorable setting for any

event.

AN EVENT TO REMEMBER?WE HAVE JUST THE PLACE.

Large, flexible and with drive-in facilities, the IKON Gallery

is ideal for hosting wedding receptions, conferences, car

launches, exhibitions and fashion shows. Beautiful views across

the landscaped courtyard serve up a backdrop for sparkling

events.

The Old Ikon Gallery at Fazeley Studios

Fazeley Studios

The mightily impressive Grand Gallery, a former Unitarian

Chapel, was designed by George Ingall and opened in 1876.

With soaring ceilings, Gothic archways, antique pews and

stained-glass windows, it’s a superb setting for drink

receptions, buffet lunches and photo shoots. Pre-Raphaelite

art hangs on the walls, while limestone flooring and large

skylights create a light, stylish ambience. Unsurprisingly,

first-time visitors are often left speechless.

Grand Gallery at Fazeley Studios

No prizes for guessing what the Custard Factory is famous for.

Now home to Birmingham’s revolutionary arts and media

quarter, this 15-acre sprawl of riverside factories was originally

built 100 years ago by Sir Alfred Bird, the inventor of Bird’s

Custard. At one time he had 1,000 employees making the stuff.

But by the early 1980s the factories had fallen derelict. Since

our restoration project in 1990, a new inner city

neighbourhood has blossomed. It’s home to alternative arts

and media, independent retailers and creative businesses.

They love the public spaces, fountains and sculptures that

weave among the buildings. So will your guests.

CUSTARD FACTORY

This architecturally stunning building was one of Birmingham’s

first free libraries. It was built in 1866 and is positioned at the

heart of the Custard Factory. The soaring vaulted ceilings and

huge Victorian arched windows rarely fail to make a big

impression among guests. But it’s the vast floor space that

makes this venue so flexible. It can be used as a stylish and

memorable backdrop for anything from conferences, meetings

and exhibitions to awards ceremonies, private parties and

weddings. Make it your own.

Old Library, Custard Factory

Suite 7 was originally built in 1865 as a Unitarian Sunday

School. Since then it has been faithfully restored to create a

spacious room replete with natural light. All the better for

seeing the beautiful original beams and arched windows, which

provide guests with a charismatic and attractive link between

old and new. The space is perfect for meetings, conferences or

intimate wedding receptions.

Suite 7 at Fazeley Studios

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JEWELLERY QUARTER

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Accommodation Hyatt Hotel

Radisson Blu Hotel

Ibis Hotel

Hotel La Tour

Paragon Hotel

OUR VENUES

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Fazeley Studios191 Fazeley Street, Digbeth, Birmingham, B5 5SE

Custard FactoryGibb Street, Birmingham,West Midlands, B9 4AA

fazeley grand gallery, bham

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POP UP PRESS EVENT

The press event must be eco friendly, so invitations will be kept digital and fixtures will be well sourced from ethical suppliers. Elsewhere branded wooden hangers will be bought in to showcase each garment with hang tags that include the conscious circle filters related to each piece. All hangers and tags will be kept for daily operations and may be used during promotional photo shoots. There will be tablet devices around the room instead of a till point for guest use to pre-order clothing. Guests will receive a free gift of a company logoed tote bag and photo opportunities with a branded wall created for guests to take photographs for social media. The business owner, investors and staff will be available for interviews from press and each guest will have a name badge stating what publication they are from to ease networking opportunities. A brand booklet will be handed out to guests including a press release, information on the sales launch, appropriate photography for media use. This booklet will also be available in a digital version.

EVALUATION OF SUCCESS

Evaluation of the success of this event will be through the amount of press created and the type of feedback; of course positive feedback is preferred. If successful, Elsewhere will look at future press days for each season and offer invitations as prizes to lucky customers. The aim for this event is to gain:

• 100+ Social media posts including Instagram photos and Facebook 'check ins'• 100+ uses of the #IAMELSEWHERE hashtag• Newspaper/Magazine features and 10 online articles• At least 20 blog posts or vlogs about the event and brand

Fig.17Fig.18

44 45

GUEST LIST

press

Local Newspapers

Business of Fashion

Drapers

WGSN/LSN:Global

The Guardian

The Telegraph

Huffington Post

Ecouterre

The Ecologist

Refinery29

Dazed

AnOther

Vogue

Elle

group representatives

Ethical Fashion Forum

Fashion Revolution

Labour Behind the Label

Clean Clothes Campaign

Ethical Writers Coalition

Ethical Blogger Network

Ethical Consumer

Brand representatives

Laurence Chester from 16SEVEN

Paula from Maymiko

Demi from Nomadic Me

Kate from Nomads

Nina from Mussiggang

Laura from Fool Dost

Orsola de Castro from Fashion Revolution

Carry Somers from Fashion Revolution

bloggers

Ceri @ Style Eyes

Wendy @ Moral Fibres

Holly @ Leotie Lovely

Amber @ Amber's Beauty Talk

Besma @ Curiously Conscious

Georgie @ City Girl at Heart

Jesse @ Jesseanneo

The guest lists involves important news sites and fashion press as well as campaigns and ethical fashion bloggers. These have a wide and diverse readership to get the brand noticed by many customers, not just conscious consumers. We encourage guests to take photos, try on the clothes, enjoy the food and drink. They are also encouraged to share their experience on social media, to blog about the event or vlog the experience, show off their free gifts and use the IAMELSEWHERE hashtag. All guests will be asked to 'like' the brand on social media and bloggers will be given an Earth Day voucher code to promote in April to their followers.

buy nothing day

In recent years, the American tradtion of 'Black Friday' has infiltrated the rest of the world with retailers putting on excessive sales at rock bottom prices. The phenomena saw queues lining the streets waiting for shops to open and physical arguments between customers shopping in store. Many websites crashed from the amount of visitors trying to find bargain products. In 2015, a trend called 'Buy Nothing Day' called for people to end the materialistic consumerism and pledge to buy nothing on that day.

Elsewhere intends to create a PR stunt by closing the website sales on Black Friday and instead informing consumers of a movement towards more ethical and conscious consumerism. The business hopes that by taking ethical responsibility seriously and showing a more considered approach to business, the brand can win over customers. The brand believes that although sales may suffer on the actual day, the business will profit heavily from making a stand for what they believe in. This marketing ploy will be heavily publicised on all social media accounts and Elsewhere can consider collaborating with the creators of 'Buy Nothing Day' to promote the event. Elsewhere want to show that they are invested in triple bottom line principles believing people and planet are of equal importance to profit.

46 47

SPONSORED BLOG POSTS

Elsewhere will take advantage of the growing ethical blogger movement to connect with conscious consumers using affiliate schemes. Part of the marketing budget will go to paying bloggers to review and post about Elsewhere and the personalisation features. By having a range of bloggers write sponsored blog posts, this will show the variety of filters available and the different preferences of each individual. Collective groups such as the Ethical Writers Coalition and the Ethical Blogger Network will be used to reach the right bloggers and find their contact details. Payment of bloggers for advertising will be based on a case by case basis of blog visitors per month. Bloggers can choose a wage fee or offered free garments which can lead to extra publicity when photographed wearing Elsewhere product. Each blogger will need to link the Elsewhere website and social media in their post and be able to use Elsewhere promotional imagery with a click-through link to the website.Elsewhere will advertise on the most successful ethical fashion blogs offering commision to bloggers via click-through-rates when the click through ends in a sale.

Fig.19

Fig.20/21

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#IAMELSEWHERE

Good Society

Fool Dost

16Seven

Add More...

Matt & Nat

Reformation

Raven & Lily swedish hasbeens

NEW IN ORGANICSimply take a photograph in your best

ethical gear and tag #IAMELSEWHERE

for a chance to win a £500 voucher!

enter the competition

Fig.22

Fig.23

win a £500 VOUCHER

To enter the competition, post a photo in your best ethical outfit on social media, tag us &

#iamelsewhere

T&Cs

To engage users in the brands story and create an inclusive feeling for all as well as reaching more potential customers, Elsewhere intends to run a competion in June offering the chance to win a £50 voucher to one lucky person. The competition involves taking a photograph in ethical clothing, particularly Elsewhere clothing in a great location using the tag #IAMELSEWHERE. The competion will mainly be pioneered through Instagram but other social media will be involved to promote and share the best photos which fit with the brand image. The competition success will be evaluated by the amount of people who join in, the aim being 500+ people.

RULES

• The brand social media must be tagged• The hashtag #IAMELSEWHERE must be used• By entering the competition, you give Elsewhere the rights to use your photo

on their social media and website• Winners will be announced at the end of July and will be featured on the

website after an interview with the brand

The competition

Fig.24

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Barton, C, Koslow, L and Beauchamp, C (2014) The Reciprocity Principle: How Millennials Are Changing the Face of Marketing Forever, BCG Perspectives. Available at: https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/ [Accessed 9/03/2016]

BBG (2015) British Brands Group: Consumer Trust in Brands Summary Report UK 2015 [PDF] Available at: www.britishbrandsgroup.org.uk/upload/File/Consumer%20Trust%20in%20Brands%20Summary%20Report%20UK%20201015.pdf [Accessed 15/03/2016]

Benderev, C (2014) Millennials: We Help The Earth But Don't Call Us Environmentalists. Available at: www.npr.org/2014/10/11/355163205/millennials-well-help-the-planet-but-dont-call-us-environmentalists [Accessed 10/03/2016]

Ethical Consumer (2016) The alternative consumer organisation. Available at: www.ethicalconsumer.org/ [Accessed 15/4/2016]

Exterior Media (2016) Bus Advertising. Available at: www.exterionmedia.com/uk/what-we-do/our-media/bus-advertising/ [Accessed 1/04/2016]

Fazeley Events Corporate Brochure (2016) [PDF] Available at: www.fazeleyevents.co.uk/wp-content/uploads/2014/12/Corporate-Brochure.pdf [Accessed 27/03/2016]

Leverage New Age Media (2014) Social Media Comparison Infographic [PDF] Downloadable at: https://leveragenewagemedia.com/downloads/Social-infographic.pdf [Accessed 20/03/2016]

references

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