Simulated Charles & Keith Integrated Marketing Campaign

Integrated Marketing Communication Campaign

Done By: Audry Chan Jean Teo Julian Tan Lee Jien Long Ong Xin Yi

Marketing Communications Objectives & Targets • Charles and Keith will make use the public relation

initiatives to increase its brand awareness and improve its brand image in national and global arena

•  Implement CSR to garner positive reviews on the brand •  Increase sales by 30% with the marketing tools

implemented, within the time frame of the campaign. (approx. 3 months)

Marketing Communications Plan & Strategy Target Audience

•  Women of age 28 – 55 •  Women who are concern about their health and looks

Objectives •  Increase sales •  Improve Charles & Keith’s brand image •  Work together with Health Promotion Board and Breast Cancer

Foundation to increase awareness of breast cancer

Marketing Communications Plan & Strategy Message

•  Health is more important than beauty •  Slogan: “ Pink is Powerful” •  Pink represents ‘pink in health’

Media Mix •  Charles & Keith’s, HPB’s and Breast Cancer Foundation’s websites •  Social networking sites (Facebook, Twitter) •  Print (Newspaper, Magazines) •  TV •  Radio

Marketing Communications Plan & Strategy Time Frame

•  Campaign: 3 months •  Start of September to end of November

Marketing Tools • Advertisements • Sales Promotion • Public Relations Initiatives

Implementation Plan Marketing activity Month Expected outcomes

•  POS Artwork design & Productions

•  Advertising Efforts •  Print ad •  TV commercial •  Radio ad (30th Sep) •  Online ads on social networking sites

•  Sales promotion •  25% off pink items •  Special shoe boxes

September 2012 Hype is created before the actual PR event /Increase brand awareness and brand’s positive image Increase awareness of breast cancer

•  Advertising Efforts •  Print ad •  TV commercial •  Radio ad (end on 7th Oct) •  Online ads on social networking sites

•  Sales promotion •  25% off pink items •  25% off all items coupons •  Special shoe boxes

•  PR Event •  Breast Cancer Awareness Walk

October 2012

Sales to increase due to promotional and advertising efforts Brand will garner positive reviews and gain positive image Significant product awareness

•  Sales promotion •  25% off pink items •  25% off all items coupons •  Special shoe boxes

November 2012 Significant increase in sales due to promotional and advertising efforts Significant product awareness

Advertisements • Newspapers & Magazine print ads

•  Sunday Times Full colour and front page insertion on every Sunday, 1 month before the event

•  2 insertions on Mother & Child, Woman’s Weekly and ELLE Magazines, 1 each on September and October issues

• Radio •  Radio advertisements will be done at 6am-10am and 5pm-8pm on

Mediacorp radio stations, 93.3, 95.8 and Class 95 •  Start 1 week before the WALK till the actual day

Advertisements

Advertisements •  Television

•  30 second commercial on Channel 8, Channel 5 and Channel U, 2 weeks before the event takes place

• Social networking sites •  Facebook •  Twitter •  (Include Print Screen)

Budget for Advertisements

Media Costs TV $210,000 Radio $19,040 Newspapers $53,460 Magazines $229,040 Total $304,400

Sales Promotion • Discounts

•  All shoes and accessories with pink elements will receive a 25% discount for all outlets in Singapore

•  To be done 1 month prior to the event. •  A small pamphlet will be attached with the purchase with

information regarding the Breast Cancer Awareness Walk as well as links to websites/place where they can find news/updates about the event and how they can contribute to charity/event

Sales Promotion • Coupons

•  Instant redemption Coupons to be given out to all participants of the BCAW as part of a goodie bag

•  Coupons will feature tie-ins with other brands to increase attractiveness. It is a chance for our sponsors to advertise too.

•  Coupons will feature “% offs” valid till 1 month after the PR event

Sales Promotion • Coupons

Sales Promotion • Point-of-Sale Displays

•  Within the campaign period from Sep to Nov, all shoe boxes (For pink shoes) will be redesigned to include Breast Cancer awareness messages and information in regards of the walk.

•  Boxes should be in sleek pink. •  Table top posters should be placed near the Pink Shoes to educate

consumers about what they are buying in for (Why is there the discount, What is it supporting, How can you help)

Sales Promotion

Table top design

Budget for Sales Promotion

Sales promo6ons Cost Pamphlet $2,000 Shoe Boxes $5,000 Table Top Posters $1,500 Total $8,500

Public Relations Initiatives

[Breast Cancer Awareness Walk] •  A collaboration with “Breast

Cancer Foundation” What are some of the things exclusive to women?

Creating hype before the event • Collaborate with Breast Cancer Foundation to organizing

talks in community centers around Singapore • Giving out brochures containing breast cancer information

at highly populated areas and Charles & Keith’s outlets • Charles & Keith discount coupons given for those who

sign up and turn up for the event

Charles & Keith Breast Cancer Awareness Walk

•  In Charles & Keith, our target audience are women, ranging from young women to matured women.

• We have the strong believe to educate women to improve their quality of life.

• Breast Cancer is one of the most common killer among women thus, we find a need to raise this awareness to women. This initiative will also match the Charles & Keith image.


Event Date: 7th October 2012 (October is Breast Cancer awareness month) Location: East Coast Park. Walk distance of 1km Registration Fees: $30, all profits earned will be donated to Breast Cancer Foundation


•  Female participants only. Participants will walk in heels. It is not a new idea overseas but the first in Singapore.

• Booths to be set up to educate the public on breast cancer

• Sharing sessions from professionals and ex breast cancer patients

Event Schedule

6am – 7am Registration and preparation for participants 7.30am – 8.30am Walk starts 9am- 12pm Opening of booths 9am-9.30am Special Celebrity appearance: Liza Wang 9.30-10.30am Sharing sessions by ex-breast cancer patients

10.45am-12.15pm Sharing sessions from professional doctors 12.30am-1pm Event Closing


Participants would given a Charles & Keith designed goodie bag which consist of : • Official Walk T-shirt • Snacks and mineral water • Pamphlets on Breast Cancer • Charles and Keith’s vouchers


PR Objectives

Increase Charles and Keith’s brand awareness and to generate positive image of Charles & Keith

Official Walk T-shirt

Charles & Keith Breast Cancer Awareness Walk 2012


Event Details Location: East Coast Park, Walk course of 1km Time: 6am -1pm 1.  Awareness walk (to be led by ex-breast cancer

patients) 2.  Special Celebrity appearance : Liza Wang. Liza Wang is a well respected celebrity in the Hong Kong showbiz who has fought against Breast Cancer in 2002.


3. Booths will be set up to raise the awareness and educate the public on breast cancer. 4. Sharing Sessions from ex-breast cancer patients


Target Audience • Newspapers •  Female magazines like Mother & Child, Woman’s Weekly

and ELLE Magazines •  Television station • Singapore Cancer Foundation • Health Promotion Broad • Ministry of Health


Budget •  Invites: Direct mail, Telemarketing • Event: Staging, sound systems, setup •  Location Rental • Event host, manpower • Gifts

Budget for Charles & Keith Breast Cancer Awareness Walk

Invites: Costs Direct Mail $3,000 Event: Staging $6,000 Sound System $4,000 Setup $5,000 LocaLon Rental $10,000 Booths $7,000 Event Host & Guest $12,000 Manpower $10,000 Goodie Bags $10,000 Total $67,000

Budget for Charles & Keith Integrated Marketing Communication

Campaign

Marke6ng Efforst: Costs

AdverLsing $304,400

Sales promoLon $8,500

PR event (BCAW) $67,000

Total $379,900

References •  " Media Kit Display - ACP Magazines." Homepage - ACP Magazines.

N.p., n.d. Web. 31 Jan. 2012. <http://www.acpmagazines.com.au/media-kit-display.htm?magazines=154742504910672534362390528&contacts=0&rates=154742504910672534362390528&specs=0&profile=0&digital=0&deadlines=0>.

Price Quotes taken from: •  http://www.bizprint.com.sg/?gclid=CIvy5sWV7q0CFQV66wod2n0p3w •  http://www.acpmagazines.com.au/media-kit-display.htm?

magazines=154742504910672534362390528&contacts=0&rates=154742504910672534362390528&specs=0&profile=0&digital=0&deadlines=0

•  http://imcms2.mediacorp.sg/CMSFileserver/Documents/067/For%20Advertisers/NRP/Radio.pdf

•  http://imcms2.mediacorp.sg/CMSFileserver/Documents/067/For%20Advertisers/NRP/Magazines.pdf

•  http://www.sph.com.sg/pdf/Mediapedia/2nd/RateBook_TheSundayTimes.pdf