Christine Valmy India

BTL Activation Plan

Presentation by

Wings Brand Activations (I) Pvt. Ltd.

Date: 13th December 2013

Contents

Activation Brief

Objective of the Activation

About the Services

Brand Personality of the Company

Problem Areas

U.S.P of the Services

Target Audience

Touch Points

Activation Campaign

Rationale of the Campaign

Activation Strategy

Activation Ideas

Activity Flow

Desired Result

Procedures

Activation Brief

Create awareness about the CV Beauty Academies across Mumbai

To entice the T.G to visit the academy situated in Andheri and register themselves for the courses offered

Focus on the middle-class rather the premium class for the activations

Objective of the Activation

Generate Leads

Convert leads into Registrations

Awareness among the Target Group

Brand Personality of the Company

Problem Areas

Lack of Awareness about

the academy

Shift of T.G from

Premium to Middle

Class

Less Registrations for

the courses

Beauty care seen as an

optional course in India

U.S.P of the Services

Only school in India offering American Diplomas & Certificates

18 career oriented modules for both beginners and professionals

Secure employment even before students graduate. In addition, CV conducts on campus placement sessions

Variety of career choices

Target Audience

SEC A/B+/ B

Upper Middle Class Middle Class

Females, Girls, Woman (Age: From 18 years to 30 years)

Locality Suburbs (Santacruz to Malad)

Profession Students, Housewives etc

Touch Points

Societies Malls Colleges

ACTIVATION CAMPAIGN

Beautiful You: Today. Tomorrow. Forever.

Or

Beauty is all about Confidence and Christine Valmy

Rationale of the Campaign

Wide plethora of courses offered

Beauty as a career is very professional

Reasons to be beautiful by yourself

A lot of hands-on practice

With this, the student can gain confidence and get more career opportunities

Activation Strategy

We could have a 3 fold strategy which can be as follows:Pre-hype

Awareness building/ Teaser Campaigns

Main Activity

Activation IdeasS

oci

etie

s Referral Schemes

Beauty Care Sessions

Dress up

Mal

ls Makeover Mania

Catch the CV Voucher

Interactive Make-up artist games

Co

lleg

es Beauty Education Tie-up

Free Beauty Consultation

Societies

Referral Schemes

Beauty Care Sessions

One-Minute Games

Referral Schemes

Referral marketing is one of the method to promote the courses or services to new customers in the societies

We shall be having pre-hype posters put up at the society addressing about visiting the CV website for free trial/ make-up

sessions at the CV academy

This shall lead to visiting the website and in turn generating footfalls in the academy for the free trial session for all the society

female members

As they experience the make-up sessions, they will be given a reference coupon with a unique coding for referring students/

customers for the academy

Contd.

This shall give CV representatives the database to follow-up

During the society activations, the customers can invite their reference friend for the activity

The referred customer needs to show the code through which they have been referred for them to enroll for the

courses on offered discounts

With this, they will get initial offer on the courses

Contd.

This will create potential word-of-mouth publicity among the peer groups and target audience

We shall be able to tap and develop network of customers and increase the number of sales and awareness through

this

Beauty Care Sessions

To give them an insight about the brand CV, we shall give them a practical feel about the courses and the training

We will have a beauty instructor with professional branded apron at the society who shall give them on

beauty tips

She shall select one participant from the crowd and give her a practical make-up with Christine Valmy products

The participant will be experiencing the make-over with the help of a beauty instructor

Contd.

Beauty instructor will be doing the participants hair and nails

After the make-up the beauty instructor shall be explaining them about the benefits of the courses and the

job opportunities that comes along

Emphasis will be on the offers available and the referral schemes

Dress-up!

It will be a one-minute game which shall engage the audience with beauty contest

We shall have various props like mannequins, wigs, nail paints etc

There will be 2 participants in this game who will take part

Each shall be given a timeline of 1 minute to dress the mannequin like a model

Contd.

The participant who has dressed the mannequin perfectly will be the winner

They shall be given a branded photo jacket from CV

Malls

Makeover Mania

Catch the CV Voucher

Makeover Mania

We shall have a space designed with closed set-up which looks like a parlor

There will be an AV playing of the classroom and the company outside the set-up

There will be beauticians who shall be stationed inside the set-up

Emcee shall interact with the crowd and invite them for a makeover

Contd.

The participants who goes inside the set-up will get a makeover

There will be one beauty expert who shall give them handy beauty tips and also suggest beauty as a career

Once the makeover is done, we shall handover the information booklet about the academy and invite them to

join in

Catch the Voucher

We shall design a chamber wherein different vouchers will be kept

Only 1 participant will be allowed to go in that chamber and the vouchers will fly with the help of a blower

Participant needs to catch as many vouchers in 30 seconds to avail a free hair-cut or nail-art from the tie-ups that they

have like Enrich, B:Blunt etc

Interactive Make-up Artist

Well, get your blush ready and lets see how the audience are Maked-up of

We shall be having an interactive screen wherein the image will be popped up for the participant to see how the

image is designed

There will be a specific time given to make-up the image as per the given image shown earlier

Contd.

Whoever does the make-up properly and in less time shall be entitled to get freebies and vouchers from Christine

Valmy

The screen can have company branding and models whom players can dress and make up

Colleges

Beauty Education Tie-up

Beauty Care Sessions

Tie-ups with colleges

Having a tie-up with fashion academies and explaining them about the CV academy

We shall keep a stall with a CV representative wherein students can register themselves for the academy from the

colleges

As a part of initial registration we can keep some discounts for the early birds

Free Beauty Consultation

Same as Societies

Activity Flow

Main Activity

Awareness Builder

Teaser Teaser Breaker

Pre-Hype

E-mailers Posters

Pre Hype

E-mailers to all the society and colleges

Social Media Campaign through Facebook and Twitter for all the activities and registrations

Posters to be put up in Societies and Colleges about the activity

Awareness Builder

Teaser CampaignWhos the beauty expert in your society?

Wouldnt you be excited to have a free trial at our academy? For more details visit our website, register and get a makeover!

Is that you who is the stylist?

Ever wondered to work as a hair stylist?

Looking for a make-over? If you want some, come get some

Teaser BreakerBe Beautiful

Beauty lies in Confidence and C.V

C.V guarantees Job in your own beauty field

Main Activity

All the activities mentioned in the touch points

Desired Result

Expectation of registration in all the touch-points with maximum turn-out

Creating awareness about the brand in suburbs

More offers given to students

Procedures

Locating the right places of the activity

Getting proper permissions during the activity

Evaluating the markets and the TG in that specific locations

Avoiding any kind of legalities during the activity