michele book
DESCRIPTION
Michele Campaign BookTRANSCRIPT
2013 BRAND STRATEGY
BUSINESS OBJECTIVE..
FOCUS GROUP
COMPETITIVE RESEARCH
TARGET AUDIENCE
BRAND STRATEGY
5
7
8
10
14
TABLE OF CONTENTS
CREATIVE OVERVIEW
MICHELE ON TOUR
THE EVENT
MEDIA STRATEGY
BRAND AMBASSADOR
18
30
38
42
44
5
TAKE MICHELE
TO THE NEXT LEVEL
IN THE UNITED STATES
AS A LUXURY WATCH
AND POSITION MICHELE
FOR GLOBAL EXPANSION
INCREASE BRAND RECOGNITION & DESIRE INCREASE SALES
BUSINESS OBJECTIVE
7
FOCUS GROUP OUR KEY TAKEAWAYS
LACK OF AWARENESS. MOST OF THESE WOMEN HAD NEVER HEARD
OF MICHELE WATCHES NOR DID THEY RECALL BRAND MARKETING/
ADVERTISING
WE GAVE THESE WOMEN A PACKET FILLED WITH MICHELE’S
COLLECTION, AND THEY WERE IMPRESSED WITH THE BOLD,
FASHIONABLE DESIGNS
THIS GROUP OF WOMEN IS LOYAL TO BRANDS WITH PURPOSE AND
BRANDS THAT UNDERSTAND THEM—THEY BELIEVE MICHELE NEEDS
TO STAND FOR SOMETHING AND TO CONNECT WITH WOMEN
8
COMPETITIVE RESEARCH
SUPPORTS THE ARTS
GENDER EQUALITY
?
9
79 DAYS
123 DAYS
127 WALL POSTS
115 WALL POSTS
1,497 COMMENTS
422 COMMENTS
85,575 LIKES
10,105 LIKES
FACEBOOK COMPARISON
10
BOLD, SELF-AWARE AND SELF-CONFIDENT WOMEN
ASPIRING FOR CONTINUED SUCCESS
WOMEN WHO ARE 25 – 34
STARTING TO “MAKE IT”
IN THEIR CAREERS
AND ARE TRANSITIONING
TO THE “NEXT LEVEL”
TARGET AUDIENCE
11
WHO IS SHE?
CAR
STYLE
WORKOUT
FOOD
TECH/SOCIAL
MAGAZINE
VACATION/HOTELS
12
To attain new customers
Increase awareness
Grow the category
Target accomplished women
Position the brand ahead of the competitive set
TO ATTAIN NEW CUSTOMERS .
GROW THE CATEGORY
INCREASE AWARENESS
TARGET ACCOMPLISHED WOMEN
POSITION THE BRAND AHEAD OF THE
MARKETING STRATEGY
COMPETITIVE SET
13
MICHELE IS A
STATEMENT TO OTHERS
AND A REWARD THAT
REPRESENTS HER
ACCOMPLISHMENTS
DESIRED PERCEPTION
14
BRAND STRATEGY
MICHELE IS THE WATCH FOR
ACCOMPLISHED WOMEN
17
MEET MICHELE
TO OUR WOMEN, A WATCH IS MORE THAN
A TIMEPIECE. IT’S A STATEMENT THAT
TELLS HER STORY AND DEFINES HER SO
PERFECTLY THAT SHE WEARS IT AS A
SYMBOL OF WHAT SHE HAS ACCOMPLISHED.
MICHELE WATCHES ARE THESE WOMEN,
AND THESE WOMEN ARE MICHELE.
18
CREATIVE OVERVIEW
PRINT SERIES
OUT OF HOME
WEBSITE REDESIGN
MICHELE ON TOUR
GENERATE BUZZ
THE EVENT
19
PR
INT
- P
OS
TE
R 1
20
PR
INT
- P
OS
TE
R 2
21
PR
INT
- P
OS
TE
R 3
22
OUT OF HOME
23
24
MICHELE.COM HAS MANY BEAUTIFUL
OPTIONS FOR USERS TO LOOK THROUGH,
BUT THE QUANTITY CAN BE OVERWHELMING.
BY MAKING THE SITE MORE USER-FRIENDLY,
WE CARRIED THE CLEAN LOOK WE’VE
ESTABLISHED FOR THE BRAND AND
SIMPLIFIED THE STRUCTURE AND DESIGN
OF THE WEBSITE.
WEB REDESIGN
28
THE WEBSITE REDESIGN
WILL BE RESPONSIVE
ACROSS ALL DEVICES
FOR AN OPTIMAL
VIEWING EXPERIENCE
WEB RESPONSIVE
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MICHELE ON TOUR
THE NUMBER ONE TAKEAWAY FROM
THE RESEARCH WE CONDUCTED IS THE
OVERALL LACK OF AWARENESS OF MICHELE.
OUR SOLUTION IS TO REINTRODUCE MICHELE
TO ACCOMPLISHED WOMEN ACROSS THE U.S.
AND TO TAKE THE SUCCESS OF MICHELE’S
TRUNK SHOWS ON TOUR WITH US.
MICHELE ON TOUR: CITIES
NEW YORK, LOS ANGELES, CHICAGO, PHILADELPHIA, DALLAS, SAN FRANCISCO, BOSTON, ATLANTA, SEATTLE, PHOENIX,
TAMPA, MINNEAPOLIS, MIAMI, DENVER, ORLANDO, SACRAMENTO, ST. LOUIS, PORTLAND, SAN DIEGO, WASHINGTON D.C.
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GENERATE BUZZ
MICHELE ON TOUR BLOG WHERE A MICHELE REPRESENTATIVE
WILL POST DAILY UPDATES OF TOUR HAPPENINGS
BLOG WILL FEED INTO SOCIAL MEDIA SUCH AS FACEBOOK,
TWITTER AND PINTEREST
OUR BLOG PAGE AND SOCIAL MEDIA WILL
PLAY AN INTEGRAL PART IN OUR TOUR.
WE WANT TO CONNECT WITH WOMEN ON
A MORE PERSONAL LEVEL BY POSTING
CONTENT THEY ARE INTERESTED IN.
MICHELE ON TOUR - BLOG
MICHELE ON PINTEREST
MICHELE ON TWITTER
MICHELE ON FACEBOOK
37
FASHION BLOGGERS
WE WILL INVITE WELL-KNOWN
FASHION BLOGGERS TO OUR EVENTS,
WHICH WILL CREATE EVEN MORE BUZZ
FOR THE MICHELE TOUR AND GET
READERS EXCITED ABOUT THE TOUR
COMING TO THEIR CITY.
38
THE EVENT@TheGlamourai SO impressed
with @MicheleWatches line of
sparkling beauties.
@JennPozner
So priviledged to be surrounded
by such strong women.
Keep it up @MicheleWatches
#MicheleOnTour
@GaranceDore
Jennifer Pozner’s
presentation on
Women in Media
was incredibly
moving and inspiring.
The world could
use more like her!
#MicheleOnTour
NEW MUSEUM’S SKY ROOM
SPEAKER JENNIFER POZNER OF WOMEN IN MEDIA & NEWS
LOCAL SIPS & BITES
LOCAL MUSIC
FASHION BLOGGERS
TRUNK SHOW
@WhatIWore
I’m a vintage
girl at heart,
and the Deco
is winning me
over! What a
fabulous night.
Thank you
MicheleOnTour
@ZoéChic
@MicheleWatches
swag bag has all the
essentials a girl needs!
#MicheleOnTour
@Kaylabean
BEAUTIFUL.This is a
night to remember
#MicheleOnTour
40
MICHELE’S ACHIEVEMENTS
WITH THE SUCCESS OF THIS
CAMPAIGN, THERE WILL BE
INCREASED BRAND RECOGNITION
AND DESIRE FOR MICHELE WATCHES,
WHICH WILL INCREASE SALES AND
MARKET SHARE.
41
ONCE WE HAVE MET SUCCESS IN
THE U.S. WE WILL EXPAND OUR
CAMPAIGN GLOBALLY WITH A MEET
MICHELE WORLD TOUR.
42
EMPHASIS ON THE HOLIDAY AND MAY GRADUATION SEASONS
USE A HOLISTIC APPROACH
ACROSS A VARIETY OF
MEDIA COMMUNICATION
TO INCREASE AWARENESS
IN KEY MARKETS
MEDIA STRATEGY
2014 BUDGET FLOWCHART
MO
NTH
GROSS COSTJ F M A M J J A S O N D
OUT-OF-HOME (20 MARKETS)
MALLS-3 PANELS/60 MALLS
BULLETINS
LUCKY SPREAD-2 PG/COLOR
LUCKY TABLET-2 PG/COLOR
GLAMOUR SPREAD-PG/COLOR
GLAMOUR TABLET-2 PG/COLOR
DIRECT MAIL-3,000 TOUR INVITES
DIGITAL
TOUR BLOG
E-MAIL BLAST-3,000 TOUR REMINDERS
MICHELE ON TOUR
NATIONAL TOUR/TRUNK SHOW EVENTS
PRODUCTION
TOTAL
$557,308
$1,411,765
$882,840
$68,824
$1,308,769
$28,532
$35,294
$15,529
$1,647,059
$100,000
$7,855,920
44
JESSICA ALBA EMBODIES OUR BRAND DIRECTION
FOR MICHELE WATCHES. SHE’S A SUCCESSFUL
ACTRESS, ENTREPRENEUR AND MOTHER.
JESSICA STARTED THE HONEST COMPANY A
YEAR AGO, WHICH WAS CREATED TO HELP MOMS
GIVE THEIR CHILDREN SAFER PRODUCTS WITH
ECO-FRIENDLY NATURAL DIAPERS, WIPES,
BATH & BODY CARE AND NON-TOXIC
CLEANING PRODUCTS.
CELEBRITY BRAND AMBASSADOR
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CONTACT
Emilie Schoel
Creative Art Director
Agency: TM
Noémie Wilson
Creative Copywriter
Agency: Publicis
Angie Banks
Planning
Agency: Moroch
47
Joanie Swearingen
Brand Management
Agency: Richards
Melinda Watson
Program Manager
Agency: The Marketing Arm
Lynette Crenshaw
Media
Agency: TracyLocke
