NMDL Ralph Lauren: Best Greek Contest

2. What/Who is Ralph Lauren? Ralph Lauren began forty years ago with a collection of ties; it has now grown into an entire world, redefining American style. Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in their dream. He was the innovators of lifestyle advertisements that tell a story and the first to create stores that encourage customers to participate in that lifestyle. Ralph Lauren Corporation produces a wide range of products including: clothing, accessories, footwear, fragrances' and furniture, all marketed under its different brand names

3. Company Background • 1967 – Company founded by designer Ralph Lauren with the launch of men‟s ties • 1969 – The first Polo emblem was seen • 1971 – Polo Ralph Lauren launched its first women‟s collection • 1981 – Ralph Lauren goes international • 2000 – Ralph Lauren official website + online shop was launched as polo.com • 2007 – Website re-launched as ralphlauren.com

4. Big Idea/Contest Details • Ralph Lauren has decided to host a “Best Greek Contest” • Representatives from Ralph Lauren will be going to two major universities in each state, for Michigan it will be the University of Michigan + Michigan State University • They will host a series of games, such as rugby + golf where fraternities + sororities can compete against each other • After several games + process of elimination, there will be one winning fraternity + one winning sorority • The winning organization‟s members all get a discount on the items •Each winner get a crew neck + polo shirt designed for their organization + represented university by Ralph Lauren with their fraternity/sorority colors + shields + emblem of their university + will be featured on their website for a month

5. Goals • Create lifetime customers + gain more awareness for the competition next year, which would help us keep gaining more awareness + customers • To show possible consumers that Ralph Lauren is not just a clothing company, but a lifestyle to be achieved

6. Target Audience • Our current target audience = upscale professionals from affluent communities who sail, ride horses + participate in sports such as rugby • Our new target market =upscale + trendy shoppers, ages 18-25, college students + fraternity + sorority members

7. Key Performance Indicators • Analytics • Monitoring our hash tag use - #RalphBestGreek2014 • Monitoring how many people are downloading the smart phone app • Fraternities/sororities have a large number of members – more people to influence • Our presence at the universities will also help us reach a lot of people hopefully creating brand awareness

8. Tools and Tactics • The digital marketing tools we plan on using to implement our campaign are: • - Facebook • - Twitter • - Instagram • - Google AdWords • We will use the hash tag #RalphBestGreek2014 on all social media sites • We will update the current Ralph Lauren app for smart phone users that will have all the information + updates on „Ralph Lauren: Best Greek Contest‟ so that people may stay connected on the go

9. Cost / Budget • Overall Advertising cost including: • - Advertising Agency • - Google AdWords • - Store/Event Displays • - Monitoring Social Media = $60,000,000 • Traveling Cost: = $ 100,000

10. Summary • Increased number of followers + interactions on social media • Will help us draw younger, college based audience in a fun way • Gain awareness + promote Ralph Lauren as a lifestyle + create lifetime customers

Notes de l'éditeur

Goals via Tools & Tactics:- Social Media – To reach maximum # of people, gain awareness, build communities, interact & get stronger follower base - Google AdWords – To get more awareness + drive more people to our website- Store Display – To show what we represent + be our best supporting visual + attract target market - Phone App – To give target market easier way to stay connected with us & the campaign
- Analytics - serve as a huge help for us in giving us insight on how we are doing + determining the outcomes of our campaign + the use of our social media + help us guide future decisions Monitoring our #RalphBestGreek will give us a number on how many people are talking about us, to us or mentioning us Monitoring how many people are downloading our app will serve as a number of how many people we are gaining as future customers & how many people are following the contest Number of students in organizations participating -this will give us a good idea on how many people we are reaching + will later potentially buy our product Presence at universities = more reach + brand awareness
- Our plan is to run a campaign that will be heavily advertised in the stores, on the website & then on social as well - Social media plays a huge role – it is where we will keep the participants & current customers updated with the games & the winners of every school - Via social media is where we will display the designs for the winners as well- We will be updating statuses + posting pictures throughout the whole campaign + all the competitions at every school through social mediaThis will also help us engage better with our audience + target market + also gain more viewers + followers on our social media sites
- Advertising Agency – Plan & build campaign; our most expensive cost; usually charge between 8% - 12% of campaign budget- Store Display – Depends on size, but traditional size/time/cost is around $15,000- Monitoring – Basically how much you have to pay employees to do so - Traveling Cost – Tour bus around the country sending our team to universities (3 months of traveling – September – November)

NMDL Ralph Lauren: Best Greek Contest

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NMDL Ralph Lauren: Best Greek Contest

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