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Vintage Frames: Pop Up Event

Communication Plan

cookie couture

on 5 March 2013

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Transcript of Vintage Frames: Pop Up Event

Situation Analysis Brand Image: Vintage frames curates Celebrities and elite individuals with customized vintage glasses from the 50‘s, 60’s, 70’s, and 80‘s.

The Vintage Frames company keeps it exclusive and fresh with constant new designs and making moves in the fashion industry outside of eyewear by making chains, snapbacks and even a collaboration with Yo! Dough cookies. They are worldwide but also supportive of local Montreal stores. BUDGET, GANTT & EVALUATION Promotional Activities Target Audiences THANK YOU!!! Target Market young wealthy students
statement piece lovers
well-known artists
stylists, editors & bloggers Objective Starting the first of August 2013 and carried throughout the month, a Vintage Frames pop-up store campaign and event at Old-Montreal’s The Belvedere will be held to create a higher awarness and international image for the brand. This event is catered to costumers, celebrities, people from the media, print and the fashion industry. Event Overview Day 1: August 29, 2013 - The 60’s & Andy Warhol (Contest)
Day 2: August 30, 2013 - The 70’s & Charles Bell and Tom Blackwell (Special Appearance)
Day 3: August 31, 2013 - The 80’s & Jean-Michel Basquiat (Giveaway & After Party) S.W.O.T Strengths Weaknesses Opportunities Threats Customer Urban Subculture
Elite Upper Class
Pop-Art Subculture Media The Source, Vibe & XXL Power 105, Hits FM & Virgin 96 American Art Review Magazine & the Canadian Art Magazine Dress to Kill Magazine, Lou Lou & Fashion The Gazette, Toronto Star, and The New York Times CTV & CBC Sponsor Moët & Chandon Media Relations Intentions on building the media list include personalized goodie bags and personalized e-invites. Goodie bags will include branded pitch cards (with purpose of event and info), press release, lookbook (with preview to the event collections, company info), pop-up invites, customized Vintage Frames chocolates & calendars. Sponsor Twitter
Micro-site Twitter
Lookbook Twitter
Commercial Sales Promotion Vintage Frames has very different ways in selling their products. More of there clientele buy their vintage frames by Internet. They also have product sold in different stores. Additionally the plan in-store events to sell exclusive products to their clientele. During our 3-day pop-up store event, we will be giving promotions on all customized exclusive shades at the event. This will be in the form of a 15% coupon integrated on the back of every regular ticket and 25% on the back of every VIP ticket. Direct Marketing Internet Marketing The micro website will be to facilitate our customers with info such as; time and location, collection and prices, appearances, contacting info, contest rules and guidelines, sponsorships and endorsements…ect. The website will help us get the word out and help our customers find out all the information in a convenient and user friendly way. BUDGET: $301,550 Gantt Chart Method of Evaluation Communication Plan:
3 Day PopUp Store Event By: Cookie
Kyky, Sneakz, Nici & Kate Monitor the increase of Facebook fans
Monitor the increase Twitter followers
Monitor the increase Tumblr followers
Monitor the increase Instagram followers
Monitor the increase in company sales
Record the Rick Ross Vevo subscription increase
Record attendance at the event
Record participation in the Contest
Record the amount of tickets sold
Record the amount of frames sold
Record the amount of micro-site hits Silver Package Gold Package Platinum Package Relations Print Broadcast
Full transcript