Michele Book

  • View
    220

  • Download
    0

Embed Size (px)

DESCRIPTION

Michele Campaign Book

Text of Michele Book

  • 2013 BRAND STRATEGY

  • BUSINESS OBJECTIVE..

    FOCUS GROUP

    COMPETITIVE RESEARCH

    TARGET AUDIENCE

    BRAND STRATEGY

    5

    7

    8

    10

    14

    TABLE OF CONTENTS

  • CREATIVE OVERVIEW

    MICHELE ON TOUR

    THE EVENT

    MEDIA STRATEGY

    BRAND AMBASSADOR

    18

    30

    38

    42

    44

  • 5TAKE MICHELE

    TO THE NEXT LEVEL

    IN THE UNITED STATES

    AS A LUXURY WATCH

    AND POSITION MICHELE

    FOR GLOBAL EXPANSION

    INCREASE BRAND RECOGNITION & DESIRE INCREASE SALES

    BUSINESS OBJECTIVE

  • 7FOCUS GROUP OUR KEY TAKEAWAYS

    LACK OF AWARENESS. MOST OF THESE WOMEN HAD NEVER HEARD

    OF MICHELE WATCHES NOR DID THEY RECALL BRAND MARKETING/

    ADVERTISING

    WE GAVE THESE WOMEN A PACKET FILLED WITH MICHELES

    COLLECTION, AND THEY WERE IMPRESSED WITH THE BOLD,

    FASHIONABLE DESIGNS

    THIS GROUP OF WOMEN IS LOYAL TO BRANDS WITH PURPOSE AND

    BRANDS THAT UNDERSTAND THEMTHEY BELIEVE MICHELE NEEDS

    TO STAND FOR SOMETHING AND TO CONNECT WITH WOMEN

  • 8COMPETITIVE RESEARCH

    SUPPORTS THE ARTS

    GENDER EQUALITY

    ?

  • 979 DAYS

    123 DAYS

    127 WALL POSTS

    115 WALL POSTS

    1,497 COMMENTS

    422 COMMENTS

    85,575 LIKES

    10,105 LIKES

    FACEBOOK COMPARISON

  • 10

    BOLD, SELF-AWARE AND SELF-CONFIDENT WOMEN

    ASPIRING FOR CONTINUED SUCCESS

    WOMEN WHO ARE 25 34

    STARTING TO MAKE IT

    IN THEIR CAREERS

    AND ARE TRANSITIONING

    TO THE NEXT LEVEL

    TARGET AUDIENCE

  • 11

    WHO IS SHE?

    CAR

    STYLE

    WORKOUT

    FOOD

    TECH/SOCIAL

    MAGAZINE

    VACATION/HOTELS

  • 12

    To attain new customers

    Increase awareness

    Grow the category

    Target accomplished women

    Position the brand ahead of the competitive set

    TO ATTAIN NEW CUSTOMERS .

    GROW THE CATEGORY

    INCREASE AWARENESS

    TARGET ACCOMPLISHED WOMEN

    POSITION THE BRAND AHEAD OF THE

    MARKETING STRATEGY

    COMPETITIVE SET

  • 13

    MICHELE IS A

    STATEMENT TO OTHERS

    AND A REWARD THAT

    REPRESENTS HER

    ACCOMPLISHMENTS

    DESIRED PERCEPTION

  • 14

    BRAND STRATEGY

  • MICHELE IS THE WATCH FOR

    ACCOMPLISHED WOMEN

  • 17

    MEET MICHELE

    TO OUR WOMEN, A WATCH IS MORE THAN

    A TIMEPIECE. ITS A STATEMENT THAT

    TELLS HER STORY AND DEFINES HER SO

    PERFECTLY THAT SHE WEARS IT AS A

    SYMBOL OF WHAT SHE HAS ACCOMPLISHED.

    MICHELE WATCHES ARE THESE WOMEN,

    AND THESE WOMEN ARE MICHELE.

  • 18

    CREATIVE OVERVIEW

    PRINT SERIES

    OUT OF HOME

    WEBSITE REDESIGN

    MICHELE ON TOUR

    GENERATE BUZZ

    THE EVENT

  • 19

    PR

    INT

    - P

    OS

    TE

    R 1

  • 20

    PR

    INT

    - P

    OS

    TE

    R 2

  • 21

    PR

    INT

    - P

    OS

    TE

    R 3

  • 22

    OUT OF HOME

  • 23

  • 24

    MICHELE.COM HAS MANY BEAUTIFUL

    OPTIONS FOR USERS TO LOOK THROUGH,

    BUT THE QUANTITY CAN BE OVERWHELMING.

    BY MAKING THE SITE MORE USER-FRIENDLY,

    WE CARRIED THE CLEAN LOOK WEVE

    ESTABLISHED FOR THE BRAND AND

    SIMPLIFIED THE STRUCTURE AND DESIGN

    OF THE WEBSITE.

    WEB REDESIGN

  • 28

    THE WEBSITE REDESIGN

    WILL BE RESPONSIVE

    ACROSS ALL DEVICES

    FOR AN OPTIMAL

    VIEWING EXPERIENCE

    WEB RESPONSIVE

  • 29

  • 30

    MICHELE ON TOUR

    THE NUMBER ONE TAKEAWAY FROM

    THE RESEARCH WE CONDUCTED IS THE

    OVERALL LACK OF AWARENESS OF MICHELE.

    OUR SOLUTION IS TO REINTRODUCE MICHELE

    TO ACCOMPLISHED WOMEN ACROSS THE U.S.

    AND TO TAKE THE SUCCESS OF MICHELES

    TRUNK SHOWS ON TOUR WITH US.

  • MICHELE ON TOUR: CITIES

    NEW YORK, LOS ANGELES, CHICAGO, PHILADELPHIA, DALLAS, SAN FRANCISCO, BOSTON, ATLANTA, SEATTLE, PHOENIX,

    TAMPA, MINNEAPOLIS, MIAMI, DENVER, ORLANDO, SACRAMENTO, ST. LOUIS, PORTLAND, SAN DIEGO, WASHINGTON D.C.

  • 32

    GENERATE BUZZ

    MICHELE ON TOUR BLOG WHERE A MICHELE REPRESENTATIVE

    WILL POST DAILY UPDATES OF TOUR HAPPENINGS

    BLOG WILL FEED INTO SOCIAL MEDIA SUCH AS FACEBOOK,

    TWITTER AND PINTEREST

    OUR BLOG PAGE AND SOCIAL MEDIA WILL

    PLAY AN INTEGRAL PART IN OUR TOUR.

    WE WANT TO CONNECT WITH WOMEN ON

    A MORE PERSONAL LEVEL BY POSTING

    CONTENT THEY ARE INTERESTED IN.

  • MICHELE ON TOUR - BLOG

  • MICHELE ON PINTEREST

  • MICHELE ON TWITTER

  • MICHELE ON FACEBOOK

  • 37

    FASHION BLOGGERS

    WE WILL INVITE WELL-KNOWN

    FASHION BLOGGERS TO OUR EVENTS,

    WHICH WILL CREATE EVEN MORE BUZZ

    FOR THE MICHELE TOUR AND GET

    READERS EXCITED ABOUT THE TOUR

    COMING TO THEIR CITY.

  • 38

    THE EVENT@TheGlamourai SO impressed

    with @MicheleWatches line of

    sparkling beauties.

    @JennPozner

    So priviledged to be surrounded

    by such strong women.

    Keep it up @MicheleWatches

    #MicheleOnTour

    @GaranceDore

    Jennifer Pozners

    presentation on

    Women in Media

    was incredibly

    moving and inspiring.

    The world could

    use more like her!

    #MicheleOnTour

    NEW MUSEUMS SKY ROOM

    SPEAKER JENNIFER POZNER OF WOMEN IN MEDIA & NEWS

    LOCAL SIPS & BITES

    LOCAL MUSIC

    FASHION BLOGGERS

    TRUNK SHOW

  • @WhatIWore

    Im a vintage

    girl at heart,

    and the Deco

    is winning me

    over! What a

    fabulous night.

    Thank you

    MicheleOnTour

    @ZoChic

    @MicheleWatches

    swag bag has all the

    essentials a girl needs!

    #MicheleOnTour

    @Kaylabean

    BEAUTIFUL.This is a

    night to remember

    #MicheleOnTour

  • 40

    MICHELES ACHIEVEMENTS

    WITH THE SUCCESS OF THIS

    CAMPAIGN, THERE WILL BE

    INCREASED BRAND RECOGNITION

    AND DESIRE FOR MICHELE WATCHES,

    WHICH WILL INCREASE SALES AND

    MARKET SHARE.

  • 41

    ONCE WE HAVE MET SUCCESS IN

    THE U.S. WE WILL EXPAND OUR

    CAMPAIGN GLOBALLY WITH A MEET

    MICHELE WORLD TOUR.

  • 42

    EMPHASIS ON THE HOLIDAY AND MAY GRADUATION SEASONS

    USE A HOLISTIC APPROACH

    ACROSS A VARIETY OF

    MEDIA COMMUNICATION

    TO INCREASE AWARENESS

    IN KEY MARKETS

    MEDIA STRATEGY

  • 2014 BUDGET FLOWCHART

    MONTH

    GROSS COSTJ F M A M J J A S O N D

    OUT-OF-HOME (20 MARKETS)

    MALLS-3 PANELS/60 MALLS

    BULLETINS

    PRINT

    LUCKY SPREAD-2 PG/COLOR

    LUCKY TABLET-2 PG/COLOR

    GLAMOUR SPREAD-PG/COLOR

    GLAMOUR TABLET-2 PG/COLOR

    DIRECT MAIL-3,000 TOUR INVITES

    DIGITAL

    FACEBOOK

    TWITTER

    PINTEREST

    TOUR BLOG

    E-MAIL BLAST-3,000 TOUR REMINDERS

    MICHELE ON TOUR

    NATIONAL TOUR/TRUNK SHOW EVENTS

    PRODUCTION

    TOTAL

    $557,308

    $1,411,765

    $882,840

    $68,824

    $1,308,769

    $28,532

    $35,294

    $15,529

    $1,647,059

    $100,000

    $7,855,920

  • 44

    JESSICA ALBA EMBODIES OUR BRAND DIRECTION

    FOR MICHELE WATCHES. SHES A SUCCESSFUL

    ACTRESS, ENTREPRENEUR AND MOTHER.

    JESSICA STARTED THE HONEST COMPANY A

    YEAR AGO, WHICH WAS CREATED TO HELP MOMS

    GIVE THEIR CHILDREN SAFER PRODUCTS WITH

    ECO-FRIENDLY NATURAL DIAPERS, WIPES,

    BATH & BODY CARE AND NON-TOXIC

    CLEANING PRODUCTS.

    CELEBRITY BRAND AMBASSADOR

  • 45

  • 46

    CONTACT

    Emilie Schoel

    Creative Art Director

    Agency: TM

    Nomie Wilson

    Creative Copywriter

    Agency: Publicis

    Angie Banks

    Planning

    Agency: Moroch

  • 47

    Joanie Swearingen

    Brand Management

    Agency: Richards

    Melinda Watson

    Program Manager

    Agency: The Marketing Arm

    Lynette Crenshaw

    Media

    Agency: TracyLocke