LUCKY MAGAZINE. Style Spotter. Market: Washington, D.C. and Boston, MA

Transcription

1 College Marketing

2 College Marketing College marketing is used to carefully target the trend setters and leaders of the emerging consumer base of America. TH has the ability to carefully select key members of college groups and organizations to introduce new products and promote brand awareness to Universities around the Country.

3

4 LUCKY MAGAZINE Style Spotter Market: Washington, D.C. and Boston, MA Overview: TH designed and produced a special event series with Lucky Magazine and French Connection. The Style Spotter event series brought the latest fashion trends from French Connection to the students at George Washington University Campus and Boston University, with a pop-up store, photo studio and lounge. Students were invited in to experience the brand, find the clothes that fit their individual style and be professionally photographed in their new digs. Photos captured were immediately uploaded to Lucky s website. Results: I was beyond impressed by the TH team at the French Connection Lucky Style Spotter events both events were executed flawlessly from beginning to end. Even just the selection of schools and venues on campus were spot on, and the use of resources to promote this was fantastic. In terms of onsite execution, it was so exciting to see a crazy idea of creating a photo shoot and pop-up shop on a college campus actually come to life and run so smoothly. Every element was well thought out and anticipated, and the staff really worked hard the whole time to keep the flow and energy level up for attendees. -Rebecca Bradley Fashion Merchandising Director Lucky Magazine

5

6

7

8 RUGBY Rugby Store Opening Weekend Market: Chicago, IL Overview: TH conducted a Face-to-Face Campaign bringing the name, concept and location of the Rugby store and brand to consumers through an innovative and unique marketing approach that created immediate consumer response and sales. The Face-to-Face approach gave TH the opportunity to describe the individuality and personality of the Rugby merchandise and how it affords each customer the opportunity to express their own fashion sensibilities. The areas targeted in this campaign were De Paul University, Lincoln Park, Northwestern University, Wicker Park, Miracle Mile and Nintendo Fusion Concert Event. Each location provided a different demographic the brand wanted to reach: from college students, to young professionals, to trendy shoppers. De Paul University This campus hosted a dense amount of students. The team selectively combed through to find those students whose styles best reflected the brand. Lincoln Park This area surrounds the store along Armitage and was consistently busy with shoppers and locals. The Brand Ambassadors made them aware of the new store, its location, the concept behind the brand and invited them inside for a true Rugby experience. Northwestern vs. Ohio State A tailgate party was thrown at a north campus parking lot popular with recent college graduates. $1,000 worth of free food and 4 Brand Ambassadors were onsite to explain to the fans the brand s philosophy, point them to the new store location and invite them over for complimentary eats courtesy of the store. Wicker Park - This hip and trendy area was filled with an artsy crowd, and although not an immense amount of effort was concentrated there, TH made sure there was a true Rugby presence and that this demographic was introduced to the brand. Miracle Mile This signature shopping area of Chicago was filled with locals and tourists alike. A few team members hit the 2 major malls and spoke with young adults who fit the Rugby targeted customer. Nintendo Fusion Concert Tour 2 Brand Ambassadors approached the younger year old demographic waiting in line to attend that evening s concert with 8 headlining bands. Concert attendees were extremely receptive, as their edgy style fit the brand s line and overall aesthetic. Results: TH Teams distributed 10,000 custom buttons, placed 10 chalk art graphics, posted 100 printed Rugby advertisements in high traffic areas, and stocked 15 destination bars with branded coasters.

9

10

11

12 LUCKY MAGAZINE Carefree Markets: Miami, FL, Atlanta, GA Los Angeles, CA, New York, NY and Chicago, IL Overview: TH coordinated a 10 College campus distribution of Carefree panty liners in 5 markets. 4-person Brand Ambassador teams wore Lucky t-shirts and distributed single packets of the brand s product to female students and consumers inviting them to try the new line and feel the difference. Results: TH teams distributed 50,000 samples of Carefree panty liners.

13

14

15

16 COSMOPOLITAN Mark Cosmetics Markets: Baltimore, MD, Columbia, OH and Columbia, SC Overview: TH assisted Cosmopolitan in producing the Mark Cosmetics event in 3 different markets. Targeting college-aged women, the events spoke to inspire and empower young women to make their mark on their campuses and in the world. All hosting venues were adjacent to the targeted college campus where a special guest speaker gave a speech on how she made her mark. TH Ambassadors assisted with set up and break down of the event, took photos of all signage and sweepstakes materials as well as distributed Cosmopolitan cosmetic totes during the Q&A session. Results: Every student who asked a question received a Cosmo cosmetic tote and all attendees submitted entries into the ballot box. Over 150 college students attended each event.

17

18

19

20 FAST COMPANY Magazine Distribution, NYC Art Schools Market: New York, NY Overview: TH had 6 Brand Ambassadors visit 5 different art schools in New York to distribute Fast Company Magazines, subscription cards and t-shirts. Students were enthusiastic about receiving the free magazines and learning about how Fast Company relates to their unique major. Even with cooler fall temperatures, the distribution was an absolute success with the premium collateral being distributed very quickly. Results: TH teams distributed 2,000 magazines, 2,000 subscription coupons and 750 branded T-shirts.

21

22

23

24

25 CONTACT CONTACT TH TH 154 Spring Street, 2nd Floor 154 New Spring York, Street, New York 2nd Floor New p York, NY p thoutdoor.com

26