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Amy Fothergill

SWOT Analysis
by

Amy Fothergill

on 5 November 2014

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Transcript of Amy Fothergill

Weaknesses
The Brief
Strengths
Recommendations
Opportunities
Threats
Huge Global Brand Footprint
Industry award winning team
Short term
Long term
Area's Most Highlighted in SWOT Analysis
Video content
Part 1
Social media
Brand publishers
Competition
Video content is by far the most sexy and 'popular' way of viewing content at the moment thanks to the vloggers!
Look currently doesn't have it's own You Tube channel which can easily be capitalised
Mid term
Video Content - You Tube channel
Try something new feature - engagement from suggestions of readers
Social chats
Swap/ sell marketplace
Fashion/ Beauty school e-learning
Interactive camera mirrors in store with share to Look for Look What I bought feature
Interactive styled by Look window display
Look B2B
Look Awards
Road shows
Young designer scholarship
Increase
brand
touch points
Leading the
next generation
into the fashion
world

Utilising Look's HUGE brand reach
Sticking to what you're good at
Knowing the people behind the brand
Building on individual profiles within the brand not only gains engagement for readers but builds other platforms for brands to reach out to it's audiences ie. Ali Hall retweeting/ sharing an original tweet/post from a brand
Look isn't as accessible and personable as it's competitor set

Look's competitor set is rapidly evolving in to the world of events from brand presence at events like the Clothes Show to their own Awards ceremony which are attended by the best in the business and even through to holding workshops for bloggers and aspiring bloggers!
Events
Questions?
"The Pitch"
Amy Fothergill
Brand Manager interview
Part 3
Give a brief overview of Look’s current Strengths, Weaknesses, Opportunities and Threats bearing in mind their competitive set in both print and digital
Drawing from the opportunities you identified in Part 1, develop a multi-media campaign that can be sold by the trading, digital and creative teams as well as the brand team
Britain's leading, best selling Fashion weekly
Huge Global Footprint
Unique mix of shopping advice
Uplifting tone in features
Great mix of models
Industry award winning team
Fashion licenses - Office shoe
- Oasis Dress
- Debenhams dress
- Simply be range


Maintain impact and
continue the success
What can be implemented into the Brand Team’s way of working to capitalise on a Strength you have identified and what can be implemented to help combat a Threat you have identified?
Part 2
It's evident that more and more brands are becoming publishers of content themselves. Where people would often look to Fashion mags for style advice they can now find this advice and buy straight from store.
Sponsored social chats ie. what happens behind the scenes of a cover shoot/ ask look anything/ look helps
Sponsored video content applied to You Tube
Facebook comps in association with...
30 EDITORIAL AWARDS IN 3 YEARS
10 TIMES PER SECOND = ¼ BILLION INTERACTIONS PER YEAR
£1.00 = £3.34. HIGHER ROI THAT ANYONE ELSE
WRITERS THAT CAN ADAPT TO A HUGE AMOUNT OF DIFFERENT TOPICS AND STILL WRITE QUALITY ARTICLES
ABILITY TO AMPLIFY TO OTHER CHANNELS THROUGH RADIUM ONE AS WELL AS OUR OWN
ENHANCING ENGAGEMENT AND CREDIBILITY TO BRAND
FACEBOOK ALGORITHM HAS RECENTLY CHANGED TO PUSH REACH OF CONTENT PUBLISHER PAGES AND LOWER RETAIL REACH MEANING QUALITY CONTENT FOR SOCIAL IS INCREDIBLY POWERFUL
SOCIAL REFERRALS AND CONTENT THAT IS SHARED WILL HELP ENHANCE CLIENT'S GOOGLE RANKING
Ability to produce multi-media campaigns
Quality content
High Fashion credibility
Blogger outreach
Build incremental revenue by building a bloggers directory to use as another way of amplifying campaigns
Bloggers can be invited (dependant on credibility) or they can pay a fix subscription cost
Blogger events - sponsored
Further marketing and referrals for Look
Objective
Concept
Execution
Schematics
Why I love this campaign
Create a multi-media campaign that can be sold throughout the trading, creative, digital and brand teams.


Look is giving the opportunity to join their award winning team and be honored a 1 year mentoring program for an aspiring blogger!**
Winner will receive:
- mentoring from the different teams at Look ie. fashion/ beauty/ lifestyle
- the opportunity to write blog articles for a new section of the website each week for a full year! (A HUGE impact on your CV!)
- invitations to some of the hottest fashion and beauty events of the year
Sponsor will be backing a year's worth of training by the UK's leading Fashion weekly adding credibility to their brand by 'giving back' that everyone likes to see in a brand!
**could be adapted to be client's blogger with support from Look dependent on client's requirements

Creative
Digital
Creating & Sharing Assets
Campaign will predominantly run on social channels with entry app placed on Facebook. Post will be pinned to top of page for full month and include clients name and logo. Cover photo will also change to campaign creative including client's logo
App on Facebook will hold all videos in one place, audience can share/comment and like videos for the full amount of time they're on there furthering reach
Client will receive all email data from entrants that have signed up to use in own marketing
All posts on social including creatives will include clients brand logo on
Further posts with clients 'interview answers' regarding the campaign will be posted on Facebook throughout the month with a link back to their website
DPS advertorial will run in mag the 2nd week of the campaign
All videos produced by winner will have pre and post roll of the campaign with clients logo
Entrant will be required to vlog about why they should be Look's new blogger
Virtual wall pop up across heavily populated venues in the UK which allows people to votes for their favourite out of a shortlist of the top 10 in last week of the competition. Center screen will include clients brand logo

IPC is in a position to create content to run across all of our own channels and far beyond!
We can produce a 'hassle free' campaign for you meaning that all of the work you have partnered with us on we can re purpose for your own channels to further boost impact of the campaign whether it's social, in store, on your website and more!
Campaign will run in total for 13 months
Amount of coverage will be fluctuate due to length of campaign
Competition pre-campaign will run for 2 weeks
Competition entry will run for 1 month
Winner will be announced over weekend and 1month lead in time for blog work to start
Winner will be supported by Look for 1 year
Winner will blog for Look for 1 year
Capitalises on Look's strength of a huge global footprint
Addresses our competition of bloggers/vloggers
Creates a new editorial element for Look (or client)
Adds video content to Look's channel
Supporting work experience/mentoring programs adds credibility to both Look and the sponsoring client
Multi-media campaign reaching a huge audience in several ways will create maximum impact
Video unit with blogger entry video
Client image carousel
Social media stream
Classified resource not best utilised
ROI for clients isn't strong enough
Classified revenue rapidly decreasing
Resource could be reassigned to brand team
Classified revenue
Full transcript