TK Maxx pitch documentVictoria Nicole Smith

We offer a different mix of communication solutions for retail brands including advertising, PR, events, and one off launches. We are located in the midst of Oxford Street and have 10 years fashion PR experience. Our clients include:

Lipsy, USC, Republic, BANK, and TK Maxx. We care about our clients and move them forward in every way we see possible. We are passionate about what we do and we

believe to be an easy going, fun and professional company. During our 10 year’s experience we have been part of many successful projects: Celebrity endorsements, Millie Macin-tosh for Lipsy, as well as Tulisa for BANK, the re branding

of USC, including an exclusive pop up shop.

FORWARD PR

About us:

‘One of the most reliable, creative and fresh PR companies I’ve came

across - such a fantastic team.’

The Brand timeline...

2012 Paul Sweetenham steps

down as Executive President, replaced by Michael MacMillan.

2009 Opens first stores in Poland.

1994 Opens first

store in the UK.

2007 Opens first stores

in Germany.

2009 UK TK Maxx website goes transactional.

2009 Opens first standalone home-

wares outlets under the Home-Sense fascia in the UK.

2010 Opens first twin fascia store

for TK Maxx and HomeSense in the UK.

TK Maxx is a high street store selling men’s and women’s apparel, house wears and children’s wear. The stores are often located in shopping in centers and out-of-town retail parks. TK Maxx has a very unique and quiet niche concept. TK Maxx offer shoppers a different range of brands with up to 60% off recommended retail prices. The stock is forever changing, and much of it is still in season. A typical store has over 50,000 items in stock and receives 10,000 new items every week. The chain store first opened in 1994 in Bristol. Over the past 15 years TK Maxx has opened 299 stores in the UK and Ireland. TK Maxx states: ‘The profile of TK Maxx shopper is someone who changes their wardrobe frequently’, they target fashion conscious women aged 20-50. The TK Maxx ethos is about delivering high end garments at a low end price. TK Maxx ask customers to go into the store with an open mind. They have worked closely with different charities and ask customers

to be eco-friendly.

Summary...

After much research into the brand and its position on the high street it is clear that TK Maxx is failing to target a younger audience. The target audience is currently women aged 20-50 years old. TK Maxx have tried to target a younger audience through the sub brand ‘Mod Box’.

TK Maxx is missing many opportunities: competitions, press days, collaborations, campaigns and strategies. They haven’t got a well established reputation for being a desirable brand so with the push of Mod Box, this would target a younger, fashion conscious target market.

Due to the masses of stock forever changing, the retail store image is seen as a ‘jumble sale’, as an agency we want to change people’s perception of this and turn the experience into a ‘treasure hunt’. Making the shopping experience more pleasireable and making people want to come here for their fashion needs.

It is a well-established company and given the current money difficulties is doing well within the recession; the budget will be big and therefore there the campaign could very successful.

Summary of the problem...

Mod Box...

Mod Box was launched in 2009, however it failed to be hugely successful within TK Maxx.The Mod Box website fails to inspire anyone, links are missing and as an agency we felt there was a gap here for us to do something new and interesting.

The current status of the store is that it is not as desirable as many other high street stores,

because the store has a lot of stock, people could often

find shopping in there a chore rather than an exciting experi-

As an agency, we want to push the Mod Box col-lection further targeting the younger generation

(specifically 16-22 year olds). We feel that doing this through Mod Box would be successful as the sub

brand is already aimed at the age group however cur-rently isn’t doing very well.

We aim to increase activity on different social media platforms, particularly Pinterest and Twitter. We will

use both of these tools so they work hand in hand with one another using the same hash tags.

We want to create a buzz around the Mod Box col-lection, making it as desirable as other high street

stores and overall, increase the popularity and change people’s attitude to TK Maxx.

165,702 facebook likes16,294 followers on twitter

Specific:The specific aims of the campaign are to target a younger audience and increase the online presence of TK Maxx through different social media tactics. We have chosen three different tactics, all different but each, we feel, will be equally as successful.

Measurable:The online presence and coverage gained from press days can be measured through utilizing different ex-posure online and in print. The use of the hash tags will allow us to quickly and easily see how successful the campaign has been and allows us to see how many people got involved with the London Treasure Hunt.

Achievable:The aims set are very realistic and defiantly achiev-able. As a PR agency we are confident the aims and objectives set will be completed and will be success-ful. We aim to gain coverage in the following maga-zine publications: Grazia, Elle and Look. During the whole campaign the hash tag ‘#ModBoxStyle’ will be used. There will be a press release sent to different members of the press and bloggers to promote the ex-clusive Mod Box press day.

Realistic:The different publications targeted are realistic for the Mod Box brand. TK Maxx has previously done competitions with Grazia magazine so creating a buzz around the brand will defiantly be a realistic aim. Elle and Look magazine tie in well with the audience we are trying to target. Twitter and pinterest will work hand in hand with another and will generate coverage online. Keeping the Treasure around a certain area around London is a realistic aim; we will offer exclu-sive dresses to the winners. TK Maxx has done many different competitions where prizes have been given so this is nothing unusual for the brand.

Timed:The press day will last one day, 10am till 5pm. The London Treasure hunt will last for the same amount of time, the same day as the press day. The pinterest campaign will last 1 month, this will al-low people to hear about the competition and be able to send TK Maxx the looks.

SMART Objectives:

Target audience...

As an agency helping to push Mod Box, we feel it would be beneficial for the brand to focus on target-

ing 16-22 year olds.

We want TK Maxx to be seen as a desirable brand and brand young women will want to wear. We want to communicate the brand ethos as this a very unique

factor for TK Maxx. We want to build the reputa-tion and it’s fashion credibility to younger people.The target audience will use Twitter, Facebook and

Pinterest. As a communication PR agency we think it’s vital to engage and involve customers with new campaigns. With the use of the social media platforms, people

can do just that.

‘By all accounts, it appeared as if the site that was completely dominated by women was being invaded by male users. Long-time Pinterest users started leaving comments about how the site was changing and that there was a shift in it that they didn’t like. Despite all of this, the site is still extremely tilted towards the female demographic more than any of the major social networks with Comscore showing that 80% are women.’

With these figures and the information gathered, it is clear to see the rise in so-cial media. Pinterst is said to be ‘domi-nated’ by women therefore the campaign we feel, is right for TK Maxx and should be successful in targeting women and get-

ting them involved.

CAMPAIGN STRATEGY:

#1#ModBoxStyle on Pintest

Customers are able to create their favorite looks from the different Mod Box clothing online. This

draws back to the idea of a treasure hunt, even online customers have to pick and choose their most fa-

vorited pieces from the new collection. The website will link with pinterst and allow people to ‘pin’ the

looks. The campaign will last one month and the best look will be displayed in a shop window. By using

the hash tag, this will automatically enter customers into the competition. This tactic gets people involved

with the brand and allows the whole campaign to integrate through a social media platform. Differ-ent people will see the hash tag and will look at

the campaign online- this in return will attract new customers

#2The London Treasure Hunt, #ModBoxStyle

This tactic allows customers to interact with the twit-ter account and in return will increase the number of followers and hit one of our aims set. There will be clues on the twitter account to where exclusive

dresses can be found from the Mod Box Collection. The person who reaches the dress in time will be

given one in their size. With articles such as Grazia, Look and Ella all creating a ‘buzz’ around TK Maxx, we feel this could be a very interesting tactic to use. It will allow people to hear about the re-launch of

the collection and again gets customer’s involved in following the clues and finding the dresses. This tac-tic is on the bigger end, in terms of size and possibly budged however, we are confident this will fun and

will be successful.#3

Mod Box Press Preview DayA press day will be organized for the re launch of Mod Box. Key bloggers, stylists and members of

the press will be invited along for the day. From this preview day, we aim to gain a lot of coverage online,

mainly from bloggers. People at the event will be asked to take images and post them on twitter and

use the hash tag #ModBoxStyle. The press day cov-erage will inform people of the key pieces from the collection and will drive awareness of the re launch.

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FORWARD PR

FORWARD PR INVITES YOU TO THE MOD BOX RE LAUNCH.

For one evening we are giving you the chance to view the new pieces and experience the new launch of sub brand Mod Box. Create your favourite looks on the new pinterest, mix and match and create something totally unique for you. Music, a selection of alcoholic beverages

and canapés available to meet everyone’s tastes.

We would love you to join us.

WHEN?

April 20th 2013 17:30-21:00

WHERE?

TK MAXX 120 Charing Cross Road WC2H 0JR

RSPV?

VSmith@

ForwardPR.co.uk

Every person attending the press day will be asked to sign in a guest book, this way we can see exactly how many people turned up to the event and if it was a success.

The coverage will be utilized and written up at the end of week (after the press day) and sent back to the client so they can see exactly where the pieces have been featured and how much coverage was given.

The e-commerence will be monitored by how many people follow, pin and go on to the website. Because all of these go together nicely, this should be easy to monitor.

Sales can be monitored.

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Measuring

Press coverage can be monitored and calculated using monthly AVE reports which will be then sent back to the client. It will be monitored in the fol-lowing way: Publication, date and size (how big it is online/on print.)

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1) We would like to see people’s perceptions changed of TK Maxx. We want this to be the first steps for the new Mod Box collection and watch it

grow even more.

2) TK Maxx should no longer be seen as a ‘jumble sale’ but a ‘treasure hunt’. People should be excited about coming into TK Maxx and look for-

ward to grabbing a bargain.

3) The campaign should in return increase foot-fall in stores as well as increasing TK Maxx’s online

presence.

4) The campaign will bring younger and more loyal customers, the buzz created around Mod Box

make it more desirable to the people reading the magazines and different fashion blogs. We want

young adults viewing TK Maxx like any other store on the high street, making it a first for their fashion

needs.

5) We would like to see the biggest change in the TK Maxx’s social media presence. With the aid

of Twitter and Pinterest this should not be a problem. We can also monitor how many people are access-

ing the website each day and how many people then continue to take part in the competition.

OUTCOME:

FORWARD PR