This is a speculative campaign for educational purposes only. Created as a coursework for an advertising class. I do not own the rights to use of Laura Ashley, Inc. for lucrative purposes. No copyright infringement intended.
4. Situation Analysis
Secondary Research
• Traditional values and style became outdated
• Company closed stores in the U.S. and Canada
• Successfully repositioned in England
5. Situation Analysis - SWOT
• Strengths:
Victorian prints
with re-designed
modern styles
• Weaknesses:
Negative brand
Image perception
causing loss of
market share among
women 25-35 years old
6. Situation Analysis - SWOT
• Opportunities:
- First company to come
out with the Victorian
print design in clothing
in history
- Victorian prints clothing
& lingerie is blooming in
U.S. fashion
• Threats:
- Competition such as Bebe and Banana Republic among many
others brands have their own stores, branding and market share
Key Problem: Negative image perception and loss of market share
7. Key Strategic Campaign Decisions
• Communication Objective
• Target Audience
• Brand Position
• Campaign Strategy
8. Key Strategic Campaign Decisions
• Communication Objective
To increase brand awareness and
change brand image by increasing 20
percent reach among target audience
by December 2015
10. Key Strategic Campaign Decisions
Brand Positioning Laura Ashley as “The unique &
elegant Victorian L.A. style of
today’s fashion” among target
audience.
11. Key Strategic Campaign Decisions
Campaign Strategy
Enhance brand Image as the next elegant Victorian of
today’s L.A. Fashion Increase reach by 20% among
target audience
• European new designs
• Anne Hathaway celebrity endorser
• U.S. Website, social media updates
• Introduce new styles by seasons
14. Message Strategy
• Message Objective
• Key Consumer Insight
• Big Idea
• Message Design and Execution - Ad
15. Message Strategy
• Message Objective
Touch heart creates feelings L.A. Fashion
Using social and traditional media to reach 20% of our
target audience by December 2015
16. Message Strategy
• Key Consumer Insight
Our insights are the motivations
behind our target audience: They
like fashion, elegance, formal
clothing and latest LA trends.
17. Message Strategy
• Big Idea
= Fashionable
= ->
It creates a psychological and
emotional appeal in our target
audience
21. Be a Star in Today’s L.A. Fashion!
Visit us on
And
22. Media Plan
Media Objective
Media Strategy
Vehicle Selection
Scheduling
Budget
23. Media Plan
• Media Objective
Use target reach objective of 20 percent of our target
audience by December 2015 through social media, websites,
SEM and traditional media.
24. • Media Strategy
Media Plan
We will enhance and run promotions through social
media platforms, U.S. Website and use traditional media:
Facebook -> Updates, interactions, insights, evaluation
Twitter -> Interactions, insights
Hashtag: #Ucanwearit2
Traditional Media -> Targeted
magazines
25. Media Plan
• Vehicle Selection
Social Media, Laura Ashley U.S. Website
Magazines like Elle, Vogue, and InStyle
26. Media Plan
• Scheduling
• Execution from January 2015 to December 2015
• Put Ads in high fashion magazines
• Update Facebook and Twitter
27. Media Plan
Budget
• $30.5 million
• 15% Advertising Campaign
• Anne Hathaway, traveling expenses, Advertising
and Social Media costs
28. Conclusion
• Increase Brand Awareness
• Change Brand Image
• Grab Attention (Ann Hathaway)
• Use traditional and social media: Ads, Facebook, Twitter