The Activewear Campaign Where movement meets comfort

The Activewear Campaign

Where movement meets comfort.

I. IntroductionExecutive Summary 2Overview 3

II. Situation AnalysisHistorical context 4Industry Analysis 5Market Analysis 6Competitive Analysis 7

III. ObjectivesQuantitative Benchmarks 9Measurement Methods 9Criteria for Success 9Time Frame 9

IV. BudgetingMethod 10Amount 10Justification 10

V. StrategyBreak Away, Discover, Commit 11

VANDALY ADVERTISING, INC.

Table of Contents

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VI. ExecutionPrint copy Strategy 12Television Copy Strategy 13Outdoor Copy Strategy 14Transit Copy Strategy 15Media Plan

Media Objectives 16Media Strategy 17Media Choices 18Justification 19Media Scheduling and Buying Outdoor 20 Transit 21 Print 22 Television 23 Media Flow Chart 24

Integrated Marketing Communications 25

VII. EvaluationCriteria 26Methods 26Consequences and Contingencies 26

VANDALY ADVERTISING, INC.

Danskin is a well established and respected brand in the world of dance apparel. However, their line of activewear is generally overlooked. Danskin’s clothing line is created specifically to meet the needs of active women. Vandaly Advertising Inc. has created an energetic advertising campaign to place Danskin among the top competitors in the women’s activewear market. The campaign will be targeting women in metropolitan and and suburban areas. Print, television, outdoor and transit media are Vandaly’s primary

Executive Summary

2

advertising outlets. The Danskin “Activewear Campaign” will begin in January 2006 and conclude in December 2006. The media plan allots for more intense advertising in the early fall and spring, due to seasonal outdoor activities.Vandaly Advertising Inc. is dedicated to creating a comprehensive advertising campaign that reflects the spirit of Danskin through insightful advertising. We are confident that our services will greatly benefit Danskin and prominently establish the company in the women’s activewear market.

Overview

VANDALY ADVERTISING, INC. 3

Vandaly Advertising, Inc. has created a broad and thorough advertising execution for Danskin clothing. Danskin is highly acknowledged in the world of dance apparel, however, our objective is to raise awareness of Danskin as a brand of women’s activewear. Vandaly performed a full analysis of the Danskin brand and market in order to effectively create an advertising plan that would increase

consciousness of the product. Included in the plan are analyses of the brand’s situation, history, industry, market and competition as well as a complete description of advertising objectives and strategy. Examples of creative executions in print, outdoor, transit and television media are also presented in the ad plan. Finally, a detailed media plan indicates the allotment of funds for the aforementioned media outlets.

Situation Analysis

Historical ContextDanskin was founded in 1882, as a small family owned business selling athletic apparel to New York ballet dancers. While Danskin remains primarily known for their dancewear, they also specialize in apparel for gymnasts and figure skaters. When a new era of female athletes emerged in the 1980s, Danksin broadened its horizons by sponsoring rock climbers, beach volleyball players, tennis players and Olympic cyclists.

As the societal role of women has evolved, so has Danskin. After 120 years, the company still stands for femininity, innovation, quality and superior comfort and fit. Its brand identity has developed along with the modern demand for women’s activewear. With no equal in the market of women’s dancewear, Danskin now turns its full attention to activewear and finds itself competing with brands such as Nike and Adidas, targeting the active woman.



Situation Analysis

Industry Analysis“Our mission is simply to offer women ‘Clothes for Living.’ This means feminine styles and comfort conscious designs made in performance fabrics such as O2 performance and Supplex with Lyrca.” Danskin’s only production plant is located in York, Pennsylvania. In terms of sales outlets, Danskin products may be purchased online, at a factory outlet or a smaller retailer.Danskin offers many benefits to online purchasers, including 24/7 access to the visual product catalog, easy-to-use

online customer service, fastest access to product ordering and especially reduced communication and travel costs.The company has recently added a “B2B online showroom” for business-to-business transactions. The two options for purchasing Danskin products in-store are large factory outlet stores located all over the country or small, private retailers, such as Leslie’s School of Dance in Watkins Glen, NY, or Sequins and Sweats, located in Binghamton, NY.


Situation Analysis

Market AnalysisThe market for women’s fitness is booming. According to representatives from organizations such as the International Health, Racquet and Sportsclub Association and 24 Hour Fitness, women comprise between 48 and 52% of health club members nationwide and the numbers continue to grow. Exercise spas that incorporate spa treatments with Pilates and yoga are emerging nationwide, all targeting women. There was a 16% increase in yoga users between 2001 and 2002.

In 2000, the women’s athletic apparel market estimated $23 billion. The market is expected to reach $38 billion this year. Women are the primary sporting goods buyers, making 80% of all athletic apparel purchases. An NPD Fashionworld study shows that the largest group of activewear-buying consumers is between the ages of 35 and 54. Additionally, activewear sales comprise more than 20% of the overall apparel market.

Competitive Analysis

New BalanceS- # 4 worldwide in athletic

footwear and apparel; $1.3 billion annual sales in 2003

W- focus largely on footwear and the company practices less market segmentation

O- at the # 4 position, New Balance will strive to overcome their competitors in the 1st, 2nd and 3rd positions

T- companies such as Champion, who focus solely on activewear

Adidas

S- net sales in 2004 = $8,471,280,600, in the 2004 Olympics over 4,000 athletes wore the Adidas brand

W- more prominent in the European market, advertising does not target young inner-city youth who are a primary target market for competitors

O- net income in 2004 increased 21%

T- companies that target more American markets



Competitive Analysis

NikeS- strong brand image, celebrity

endorsements, percentage of market share, financial capabilities

W- specialize in athletic footwear, less attention to potential female target market

O- to further differentiate target markets

T- companies, namely Adidas that are more worldwide, thus able to gain international celebrity endorsements in sports, particularly soccer that are less popular in the U.S.

ChampionS- target women in their

advertising and products, specifically sports bras

W- little advertising, smaller budget

O- possible online development, greater product placement,

T- large companies such as Nike that have larger budgets and greater visibility


Objectives

Quantitative Benchmarks• Increase awareness by 20%• Create curiosity and influence

purchase intent• Increase sales by 7%

Measurement methods • Recall tests—sample a number

of people to gauge awareness of Danskin advertising.

• Cold call—sample only the people who are exposed to the media we advertise with and ask what ads they recall. If they do not list Danskin, use aided recall to inquire if they remember seeing Danskin ads.

Criteria for Success• Our goal for recall testing is 25%

recall.• Our recall goal for cold calling is

15%

Time Frame• January 2006 through December

2006, with specific phases in February/March and August in television, outdoor and transit advertising. Print ads will appear continuously throughout the time frame.


Budgeting

Method• Percentage-of-Sales methodAmount• $5 million Justification• Since Danskin is a new

competitor in the activewear market, it does not have an established advertising budget. Therefore, the percentage-of-sales method is the most efficient and precise budgeting option.

48%

12%30%

10%


StrategyBreak Away. Discover. Commit.

The public image of the Danskin brand is ultimately bound to dancewear. In order to effectively sell Danskin

activewear, Vandaly intends to first break away from this perception by emphasizing only the activewear line in the

advertising campaign. Next, the target market must discover Danskin for themselves through carefully placed

advertisements designed to appeal to the upper-class working woman. These ads feature similar women in

unlikely settings, such as a boardroom or ballroom while wearing Danskin activewear, exuding the utmost

confidence, balance and beauty. After exposure to the “where movement meets comfort” campaign, these

women are inspired to research Danskin products. Once the target tries Danskin, they will ultimately commit to the product and its message by loyally purchasing the

activewear.


Execution

Print Copy Strategy

The “where movement meets comfort” print strategy is the ultimate theme of the campaign. The women pictured in the ads are confident in any situation due to their total comfort in Danskin clothing. The bulk of the budget is being spent in print advertising. Vandaly believes this is the most effective way to reach our target.


Execution

The television commercial will feature a beautiful woman attending a formal ball. When she first enters the room, the other guests are shocked by her appearance and gossip amongst themselves. When the camera finally pans out, we finally see that she is not wearing a traditional ball gown, but fully attired in Danskin activewear, radiating confidence.

Television Copy Strategy


Execution

The outdoor plan will feature the same theme as the print advertisements, only on a larger scale with more emphasis on escaping the stress of the metropolitan lifestyle.

Outdoor Copy Strategy


Execution

Transit Copy Strategy

To continue with the “where movement meets comfort” theme, the transit ads will emphasize the lifestyle of the working woman. The ads will feature women wearing Danskin activewear and showing comfort in any situation.


Execution

Media Plan: Media Objectives

Target Audience

• Women

• Upper and middle class

• Ages 21-55 • 3 categories of lifestyle: working, athletic andwomen who enjoy luxuries

•Typically reside in suburbs or metropolitan areas

Geographic Scope

• Combination: national placement of television and print ads and regional placement of transit and outdoor ads.

Message Weight

• The entire country will receive equal exposure to television and print ads, while transit and outdoor ads will be focused only in bigger cities and their subsequent suburbs.


Execution

Media Plan: Media Strategies

Reach and Frequency

• Reach: 2,989,301

• Frequency: 12

Continuity

• Flighting: Television, transit and outdoor advertising will be subject to seasons of the year, with intense executions in February/March and August.

• Continuous: Print ads will appear each month in a variety of publications through the course of the year with little variation.

Length and Size of Advertisements

• Print: 8 ½” x 11”

• Television: 30 seconds

• Outdoor: 14’ x 35’

• Transit: 11” x 35”


Execution

Media Plan: Media Choices

Media Mix

• Print: O, Shape, Glamour, Martha Stewart Living, Cosmopolitan

•Television: ABC

•Outdoor: Chicago, Dallas, Hartford, Long Island, Los Angeles, Manhattan

•Transit: Atlanta, Long Island, Manhattan, Philadelphia

Competitive Media Assessment• Nike: television, print, transit, outdoor, online

•Adidas: television, print, transit, outdoor, online •New Balance: television, print, online •Champion: television, print, online


Execution

Media Plan: Media Choices Justification

Transit and Outdoor: Transit and outdoor advertising will be run in two phases. Phase I of transit and outdoor advertising is split between February and March, depending on regional climates. Phase II of all transit and outdoor ads will run in August. Specific cities were selected due to their large populations of potential target markets.Print: Vandaly selected five monthly magazines for our print advertising that target women and promote aspects of their lives that are consistent with those of Danskin's target consumer. The magazines cover fashion and beauty (Cosmopolitan and Glamour), fitness (Shape), and positive well-rounded lifestyles (O, the Oprah Magazine and Martha Stewart Living). One full page color advertisement will appear in all twelve issues of the year for each of the five magazines.

Television: The budget was allotted to 10 thirty second spots in February and 10 more in August on Good Morning America on ABC. These months were chosen because they precede spring and fall clothing lines. Good Morning America is broadcast during a time that the Danskin customer would be watching television, from 7:00 to 9:00 AM. Good Morning America is her program of choice when she is having a cup of coffee and getting ready for her day.


Execution

Media Plan: Media Scheduling and Buying Media Budget and Allocations: Outdoor

Total = $ 1,482,000.00


Execution

Media Plan: Media Scheduling and Buying Media Budget and Allocations: Transit

Transit


Execution

Media Plan: Media Scheduling and Buying Media Budget and Allocations: Print


Execution

Media Plan: Media Scheduling and Buying Media Budget and Allocations: Television

Media Budget and Allocations: Total Cost


ExecutionMedia Plan: Media Scheduling and Buying Media Flowchart


Execution

Integrated Marketing Communications

Coupons

• Customers will receive coupons after spending a certain amount (i.e. $50) for 10% off their next purchase.

• Coupons will be sent through mail indicating an upcoming sale date and 15% off purchases on said date.

• Include coupons in catalog

Catalog

• Customers will receive a catalog through mail with the latest Danskin fashions available for purchase.

Promotions

• “Register Roulette” between 5 and 25% off at the register based on a randomly selected register key.

• Advertised sale days that include food and door prizes in promotion.

Sponsorships

• Relay for Life

• Special Olympics

• Free yoga and pilates classes at local gyms

• Marathon and Triathlon booths

• Women’s health fairs


Evaluation

Criteria• By targeting middle and upper class women ages 21-55 in metropolitan and suburban areas, Vandaly strives to increase curiosity and awareness of the brand as well as increase consumers’ intent to purchase, while increasing sales by 7%.

Methods• The measurement methods, as indicated previously, revolve around recall and cold call testing. In addition to these methods, Vandaly may pursue post-testing through attitude surveys distributed through mail.

Consequences and Contingencies• Vandaly operates on an incentive system which will provide for and adjustment if additional sales increase occurs. Should the objectives not be met, the fee will decrease proportionately. The incentive system allows for fair billing directly based on success.


1. Adidas. <http://www.adidas.com/us/shared/brandselector.asp> Online. 27 March 2005.

2. “Average Circulation for Top 100 ABC Magazines.” Circulation Trends and Magazine Handbook. 2004. <http://www.magazine.org/Circulation/circulation_trends

_and_magazine_handbook/11186.cfm>. Online. 12 April 2005.3. Billboards.com. <http://www.billboards.com/> Online. 19 April 2005.4. Champion. <http://www.championusa.com/> Online. 27 March 2005.5. Danskin. <http://www.danskin.com/> Online. 24 March 2005.6. Danskin Triathlon. <http://www.danskin.com/triathlon.html> Online. 12 April 2005.7. Metropolitan Atlanta Rapid Transit Authority <http://www.itsmarta.com/> Online. 17 April 2005.8. Metropolitan Transit Authority. <http://www.mta.nyc.ny.us/> Online. 17 April 2005.9. New Balance. <http://www.newbalance.com/> Online. 27 March 2005.10. Nike. <http://www.nike.com/> Online. 27 March 2005.11. Sports SPIN. <http://www.sportsspin.com/categories/activewear/activewear_

stats.html > Online. 3 April 2005.12. US Census Bureau. <http://www.census.gov/> Online. 20 April 2005.13. Yahoo!Finance. <http://finance.yahoo.com/q/sec?s=DANS.PK> Online. 14 March 2005.

References

http://www.adidas.com/us/shared/brandselector.asp

http://www.magazine.org/Circulation/circulation_trends_and_magazine_handbook/11186.cfm

http://www.billboards.com/

http://www.championusa.com/

http://www.danskin.com/

http://www.danskin.com/triathlon.html

http://www.itsmarta.com/

Documents

The Activewear Campaign Where movement meets comfort