The Girl’s Room: Tori Windom, Kira Nielander, Krissy Tremaine,

Kendall Ragatz, Gina Leggio, Emilia DiCarlo, and Jenna Nelson

Overview

● Fashion boutique in downtown Athens, GA● Announced the first opening location in

June 2016● Social media advertising started July 2016● Opening on October 22nd● Wide price range: private label brands (low

price) and well-known, high-end brands (high price)

Interview Overview

● No past marketing efforts● Competitors: American Threads, Cheeky Peach,

Fringe, and Heery’s● Strengths: In-touch with consumer dynamic

and target market● Goals: Develop consumer relationships and

sell more than a product ● Long-term goals: Expand the store and open

different locations

Marketing Communications ObjectiveDevelop brand awareness through Instagram

ResearchDo you or would you consider buying these

brands?

After seeing some of these brands, would you consider shopping at The Indigo Child?

83.05% YES!

Target Market ● College aged females● Trendy, fashion-forward

millennials● Experiencers

○ Fun loving○ Free spirit○ Adventurous○ Confident○ Sociable○ Spontaneous

● Fueled by visual stimulation

Meet trendy Teagan● 20 years old● Places a large emphasis on her style● She is the leader of her friend group● Everyone knows who she is● Trend-setter● Her hobbies include blogging, exploring,

yoga, sorority functions, and making jewelry.● Artistic, unique, proud, headstrong

adventurous, social, confident, creative, and intuitive.

Competitors● American Threads (2010)

○ Sales and promotions - not many giveaways

● Cheeky Peach (2010)○ Tons of promotions and

interactions with customers. ○ Giveaways, sales, events, etc.

● Fringe (2016)○ Host events○ Some gift with purchase promos

● Heery’s (1959)○ Mainly announcements and sales

promotions.

Store Instagram Followers

Facebook Page Likes

Site?

The Indigo Child

1275 237 Kind of

American Threads

4757 211 Yes

Cheeky Peach

19900 20256 Yes

Heery's 4797 6469 Yes

Fringe 7420 0 Yes

Product / Brand Positioning

● Product attributes● From decor to individual products, everything is

specifically picked to set it apart from other boutiques

● Multiple clothing brands unique from nearby competition

○ Wildfox, Jimmy Wz○ Vintage clothing○ #onlyattheindigochild

● Expansion into private label○ Indigo Home

Budget ● Begin with the Payout ratio using the ratio

of advertising/sales with a larger percentage at launch to help with attraction of store through heavy advertising efforts

● Use the Payout ratio until advertising and communications hits a threshold

● Switch to the Objective and Task budget, where our budget would align with building brand awareness through instagram

IMC Components

● “Not so typical Tuesday” giveaway ● Incentive to follow the brand and persuade

friends to follow ● Offers consistency weekly● Keeps the store competitive with other

stores ● Gives consumers a feel of the high-quality

product

Creative Brief

Client: The Indigo Child

Measures of Success

● Measure: Growth of Instagram followers since September

● 50-100 new followers after each Instagram Giveaway

● Less than 500 in September● Nearly 1300 followers now● +160% Growth since Giveaway

Campaign

Conclusion/SummaryPurpose: Develop Brand Awareness through Instagram

Conclusion: Continuing to do these giveaways before the store launch will build awareness and increase the opportunity for success on opening day and in the future.

Follow us on Instagram, and come be a part of our….

Bibliography1. https://www.instagram.com/the.indigo.child/?hl=en2. http://www.strategicbusinessinsights.com/vals/3. https://www.surveymonkey.com/r/9PKTXQC4. www.facebook.com5. http://academic.mintel.com.proxy-remote.galib.uga.edu/display/757468/6. http://academic.mintel.com.proxy-remote.galib.uga.edu/display/738043/?highli

ght#hit17. http://academic.mintel.com.proxy-remote.galib.uga.edu/display/787130/?highlig

ht8. Integrated Advertising, Promotion, and Marketing Communications 6th edition.

By Kenneth E. Clow and Donald Baack