1. +Blueprint Campaign Analysis

2. +
Client
 Independent clothing store in Kingston
 Sister stores: Agent 99, Three Boutique
 Business casual, trendy and modern clothing
 Encourages couples to but together
 Major goal to increase foot traffic
especially between Monday-Wednesday

3. +
Target Market
 Targets young graduates and working professionals
(secondary: students)
 Those in need of business casual attire
 Men and women
 Couples who reside in Kingston and perhaps live in the
downtown area
 Our campaign was targeting SLC Alumni
 Acquired list through Lindsey Fair

4. +
Big Idea
 Target young professionals who would be easy to directly
communicate to through email
 Personal and empathy approach
 Teaming up with local independent restaurants to donate a
„prize‟ for the shoppers
 Offer discounted price and present the offer as “A night out on
Blueprint”
 Offer could only be redeemed between Mon-Wed

5. +
Message
 Overall message was “ IMC Students and Blueprint are
teaming up to help you, St.Lawrence Alumni to dress up, lose
the stress and take a night out on us‟
 Offer was a coupon to receive 15% off one perchance and be
entered to win a gift certificate to The Grizzly Grill or Kingston
Brew Pub if you came to Blueprint between Monday and
Wednesday
 We chose the empathetic approach to be on their side and not
force a coupon at them
 We wanted the target to relax and feel helped

6. +
Channel
 Email was the most effective way to reach the target
 Knowing the behaviour of the target, it was likely that they have
a computer as well as a smartphone and maybe even a work
computer, this gives us more chances for them to receive and
read the email
 The subject line read” a treat for you” so that it is just a teaser
of what the email could be, intriguing them to open it
 Mailchimp was an effective tool that could assist us in
scheduling and tracking the email

7. +
Creative

8. +
Creative
 It was essential to display what the offer is
The image gives an idea of a night out on a date and puts the
idea in the readers mind
 Included is all components of the message to effectively
communicate
 Bold and bright colours attracts the eye and direct links make it
easy to redeem the offer

9. +
Results
 We estimated:
Estimated 3% return rate of 25 = 1 person
Gross profit= Jeans/Shirt combo, roughly $115.
Lost opportunity 15% = 17.25+ Campaign Expenses ($0) = $17.25
Offer generated revenue ($97.75) – Total Campaign Expenses
($17.25) = $80.50

LTV
Sales per year per customer x churn rate= average sales: 2x5= 10
Average sales x average sale value= lifetime revenue potential:
10x115= 1150
Lifetime revenue potential + CPS = LTV of customer:
1150+0=1150
LTV of customer x # of customers that redeemed offer: 1150x0=0

10. +
Analysis
 The campaign was free and easy to do or tweak if need be
 The target was definitely interested as 40% opened the
email, 1 person printed the coupon but no redemptions
 Face to face communication is the most effective but we tried to
communicate the message in the most clear and concise way.
 The one person who printed forgot that he had the coupon, this
could tell us that perhaps it wasn‟t an overall strong message
 Next time, more recipients would give us more results

11. +
Thank-you