Beruflich Dokumente
Kultur Dokumente
Nila Uriostegui
&
Amber Montgomery
Table Of Contents
Executive
Summary
1
Background Information 2
SWOT Analysis 3
Situation Analysis 5
Target Audience 6
Objective 1 7
Objective 2 8
Objective 3 9
Strateies and Tactics 10
Budget 12
Survey 14
Evaluation/ 15
Calender 16
Promotions 17
Executive Summary
The Problem
Although the womens clothing boutique Lulu Bella has been in Rexburg for four years, the
general awareness of the boutique is unknown in comparison to many of their competitors such as
Maurices, Down East, and The Jean Girl.
Although the product and selection of Lulu Bella is equal to, if not better than their
competitors the women of Rexburg are generally unaware of the existence of the boutique and what
is available there.
Because the awareness of Lulu Bella is so low, potential customers do not stop in to see what
is available when they want to shop for something in particular, or just go shopping for fun. With
Lulu Bella not being on the radar of the ideal customer the boutique misses out on major
opportunities to create a lasting, loyal customer base.
The Solution
The main audience in Rexburg that would benefit from the products available at Lulu Bella are
young college aged women between the ages of 18 and 24.
In order to increase awareness of the boutique amongst that particular group, Lulu Bella will
host a fashion show benefiting the American Heart Association in order to showcase their product,
and increase positive opinion of the bouquet by associating it with a strong and established
charitable organization.
Women will be invited to come mix, mingle, and get behind a charity that is close to many,
and has the potential to impact all women in a fun and creative outlet.
Background Information
Lulu Bella is a womens clothing boutique located at Hemming Village in Rexburg, Idaho.
The boutique opened in December of 2010, after the owners of Hemming Villiage approached
Cindy Nielson asking her if she would be interested in opening a shop in their building. Lulu Bella
offers clothing, shoes, jewelry, accessories, bath and body products and other trendy items for
women.
Currently Lulu Bella has a presence on social media sites including Facebook, Blogspot, and
Pinterest. They also have a website where people can purchase and order items if they dont live near
the physical store.
Occasionally, sales and giveaways, sales, and promotions are posted on their social media sites.
These promotions are used with the goal of helping to promote the merchandise and draw
customers into the store.
SWOT Analysis
Strengths:
Lulu Bella offers many products that are trendy and fashionable. In addition to selling clothes
they also sell shoes, jewelry, and accessories. Previously the boutique has used local models which
saves money, and helps promote the product through the models friends.
They have a stable social media presence, with frequent posts, and approximately 2,700
followers on each of their social media sites. The posts they share are well designed and interesting to
someone who has an interest in fashion.
Weaknesses:
Despite having a stable social media presence, the growth of followers and likes does not
increase quickly. In comparison to other local competitors, Lulu Bella is far behind on social media
reach. Currently Lulu Bella has approximately 2,700 likes which pales in comparison to another local
womens clothing boutique, The Jean Girl who has almost 27,000 Facebook likes.
Opportunities:
The city of Rexburg is unique in that it has a constantly growing audience of young women
attending Brigham Young University-Idaho. Every semester new freshmen come to town, many of
whom are still supported by their parents. Many of these young women are trendy and longing for
the more urban environments they come from, where shopping is much more prevalent than it is in
Rexburg.
Idaho Falls is the closest city that has a shopping mall, but many of these young women dont
have a means to make it to Idaho Falls as much as they would like to shop.
Tapping into the supple market of young women looking to update their wardrobe is a very
viable opportunity for Lulu Bella. Although there are competitors in town, there arent nearly as
many as there would be in a larger city.
Lulu Bella is also located closer to the campus of Brigham Young University-Idaho and many
housing complexes than their competitors. The boutique is sandwiched between several single
womens housing complexes, and less than a block from the schools stadium. Its within walking
distance from where thousands of potential customers live and go to school.
The mass number of potential customers, and the lack of competition in the city of Rexburg
and the location of the boutique are all fantastic opportunities for Lulu Bella.
Threats:
Although there are not many competitors in town, the competitors that exist are strong. Brand
loyalty is a huge factor in where young women chose to purchase their clothes, and many of the
potential customers have already made ties to companies such as Down East, The Jean Girl, and
Maurices. These companies have been working hard to attract the same kinds of customers that Lulu
Bella hopes to reach out to for a long time, and have been immensely successful.
Situation Analysis
The young women of Rexburg are always looking for a new place to shop, and items to add to their
wardrobe, and Lulu Bella wants them to choose their boutique over other competitors in the area.
Although there are not many competitors, the other established boutiques in the area have more
loyal customers and a stronger online following than Lulu Bella.
The goal of this campaign is to show potential customers the fun, vibrant style of Lulu Bella
through a charitable fashion show. Through the promotion and exposure Lulu Bella will receive
from their charitable fashion show, it will help to increase the number of people who are aware of
the boutique in hopes of increasing shoppers and sales at the boutique.
Target Audience
Women between the ages of 18-25. This group of women are interested in the kinds of styles and
fashions that are available at Lulu Bella.
This target group is also a part of the millennial generation. The millennial generation is interested
in impacting and changing the world around them for the better. Partnering with a charity that
produces much good, like the American Heart Association is the perfect way to reach this audience.
Objectives 1
Create a positive association between Lulu Bella and charities
Goal
Before the fashion show, a survey will be administered to current Lulu Bella customers. It will ask
them what they think about Lulu Bella, and if they are aware of any charitable work that the
boutique does.
Objectives 2
Increase social media presence and awareness
Goal
Through creating content for current customers who like Lulu Bellas Facebook page to share, the
organic exposure for the site will increase exponentially. The campaign will increase the number of
likes on Facebook by 500 by the day of the event.
Objectives 3
Increase print presence in the community
Goal
Posters, flyers, and brochures for the event will be created and distributed throughout the
community of Rexburg. 100 posters, 600 brochures, and 1,000 flyers will be distributed by the day of
the event with 80% being distrusted by February 1, 2015.
10
11
12
Budget
Venue:
The Atrium at Hemming Village
$100 an hour 5 hours total = $500
Models:
Volunteer Models but sub sandwich lunch will be provided for 20 models - $150
Food:
Hor Dourves
Mini Red Velvet Cupcakes from Cocoa Bean - $75
Little Smokies - $30
Red Pepper Poppers - $75
Drinks
Cranberry Ginger Ale Mocktail and ice - $50
Cups, napkins, toothpicks
$35
DJ:
DJ and equipment - $250
Decorations:
Printed Material:
Posters $100
Brochures $50
Flyers $50
Mailed Items $250
13
Surveys:
Pre Survey $50
Post Survey - $200
Social Media Prizes:
Prizes - $50
Total Budget:
$1,965
14
Survey
Gender:
Female
Male
Age:
under 17
18-21
22-25
26-30
30+
Marital status:
Single Married
Are you a student?
Yes No
How often do you shop at Lulu Bella?
Once a week More than once a week
Once a month
Never
Word-of mouth
Other
Never
15
Evaluation
Before the Lulu Bella Goes Red for Women Fashion Show a survey will be sent out to current and
potential customers asking their opinion on the boutique Lulu Bella, and their shopping preferences
in general.
During the fashion show, a table will be set up with blank copies of the same surveys available for guests to fill out. In addition to hard copy surveys, emails will be sent to those who purchased their tickets online to complete, and will be posted on Lulu Bellas social media sites.
Once results have been gathered, Lulu Bella can use the results to draw conclusions and
evaluate to what degree the campaign was successful at increasing customer opinion of Lulu Bella
and their charitable affiliation.
Objectives
1. To be able to distinguish the specific demographic group that shops at Lulu Bella.
2. To find the best method /advertising that attracts and brings women to Lulu Bella.
3. To learn the overall image customers have of Lulu Bella
4. What factors (store atmosphere, customer service and price) customers consider when shopping
at Lulu Bella.
Demographic Information
- Women
-Ages 18-25
-Married or single
16
Calender
December
Distribute posters - December 30
Contact and hire catering - December 30
Contact and hire DJ - December 30
Announce event on social media - December 31
January
Contact hardware store for donations - January 2
Contact local businesses for silent auction items - January 2
Select clothing from boutique to feature in fashion show - January 3
Social media promotional post - January 3
Purchase decorations - January 9
Distribute pre-survey via social media - January 12
Mail out survey and promotional material - January 12
Social media promotional post - January 14
Distribute flyers at apartment complexes - January 24
Social media promotional post - January 28
February
Distribute flyers at apartment complexes - February 3
Lulu Bella Goes Red for Women Fashion Show - February 6
Evaluate before and after surveys - February 7
Thank you notes for donations - February 7
17
Promotions
Lulu Bella
Goes Red
For Women
Fashion Show
A&N
Public Relations Agency