2. Marketing Communications Objectives &
Targets
• Charles and Keith will make use the public relation
initiatives to increase its brand awareness and improve its
brand image in national and global arena
• Implement CSR to garner positive reviews on the brand
• Increase sales by 30% with the marketing tools
implemented, within the time frame of the campaign.
(approx. 3 months)
3. Marketing Communications Plan &
Strategy
Target Audience
• Women of age 28 – 55
• Women who are concern about their health and looks
Objectives
• Increase sales
• Improve Charles & Keith’s brand image
• Work together with Health Promotion Board and Breast Cancer
Foundation to increase awareness of breast cancer
4. Marketing Communications Plan &
Strategy
Message
• Health is more important than beauty
• Slogan: “ Pink is Powerful”
• Pink represents ‘pink in health’
Media Mix
• Charles & Keith’s, HPB’s and Breast Cancer Foundation’s websites
• Social networking sites (Facebook, Twitter)
• Print (Newspaper, Magazines)
• TV
• Radio
7. Implementation Plan
Marketing activity Month Expected outcomes
• POS Artwork design & Productions
• Advertising Efforts
• Print ad
• TV commercial
• Radio ad (30th Sep)
• Online ads on social networking sites
• Sales promotion
• 25% off pink items
• Special shoe boxes
September 2012 Hype is created before the actual PR event
/Increase brand awareness and brand’s positive image
Increase awareness of breast cancer
• Advertising Efforts
• Print ad
• TV commercial
• Radio ad (end on 7th Oct)
• Online ads on social networking sites
• Sales promotion
• 25% off pink items
• 25% off all items coupons
• Special shoe boxes
• PR Event
• Breast Cancer Awareness Walk
October 2012
Sales to increase due to promotional and advertising efforts
Brand will garner positive reviews and gain positive image
Significant product awareness
• Sales promotion
• 25% off pink items
• 25% off all items coupons
• Special shoe boxes
November 2012 Significant increase in sales due to promotional and advertising
efforts
Significant product awareness
8. Advertisements
• Newspapers & Magazine print ads
• Sunday Times Full colour and front page insertion on every
Sunday, 1 month before the event
• 2 insertions on Mother & Child, Woman’s Weekly and ELLE
Magazines, 1 each on September and October issues
• Radio
• Radio advertisements will be done at 6am-10am and 5pm-8pm on
Mediacorp radio stations, 93.3, 95.8 and Class 95
• Start 1 week before the WALK till the actual day
10. Advertisements
• Television
• 30 second commercial on Channel 8, Channel 5 and Channel U, 2
weeks before the event takes place
• Social networking sites
• Facebook
• Twitter
• (Include Print Screen)
12. Sales Promotion
• Discounts
• All shoes and accessories with pink elements will receive a 25%
discount for all outlets in Singapore
• To be done 1 month prior to the event.
• A small pamphlet will be attached with the purchase with
information regarding the Breast Cancer Awareness Walk as well
as links to websites/place where they can find news/updates about
the event and how they can contribute to charity/event
13. Sales Promotion
• Coupons
• Instant redemption Coupons to be given out to all participants of
the BCAW as part of a goodie bag
• Coupons will feature tie-ins with other brands to increase
attractiveness. It is a chance for our sponsors to advertise too.
• Coupons will feature “% offs” valid till 1 month after the PR event
15. Sales Promotion
• Point-of-Sale Displays
• Within the campaign period from Sep to Nov, all shoe boxes (For
pink shoes) will be redesigned to include Breast Cancer awareness
messages and information in regards of the walk.
• Boxes should be in sleek pink.
• Table top posters should be placed near the Pink Shoes to educate
consumers about what they are buying in for (Why is there the
discount, What is it supporting, How can you help)
17. Budget for Sales Promotion
Sales
promo6ons
Cost
Pamphlet
$2,000
Shoe
Boxes
$5,000
Table
Top
Posters
$1,500
Total
$8,500
18. Public Relations Initiatives
[Breast Cancer Awareness Walk]
• A collaboration with “Breast
Cancer Foundation”
What are some of the things
exclusive to women?
19. Creating hype before the event
• Collaborate with Breast Cancer Foundation to organizing
talks in community centers around Singapore
• Giving out brochures containing breast cancer information
at highly populated areas and Charles & Keith’s outlets
• Charles & Keith discount coupons given for those who
sign up and turn up for the event
20. Charles & Keith Breast Cancer
Awareness Walk
• In Charles & Keith, our target audience are women,
ranging from young women to matured women.
• We have the strong believe to educate women to improve
their quality of life.
• Breast Cancer is one of the most common killer among
women thus, we find a need to raise this awareness to
women. This initiative will also match the Charles & Keith
image.
21. Charles & Keith Breast Cancer
Awareness Walk
Event Date: 7th October 2012 (October is Breast Cancer
awareness month)
Location: East Coast Park. Walk distance of 1km
Registration Fees: $30, all profits earned will be donated to
Breast Cancer Foundation
22. Charles & Keith Breast Cancer
Awareness Walk
• Female participants only. Participants will walk in heels. It
is not a new idea overseas but the first in Singapore.
• Booths to be set up to educate the public on breast
cancer
• Sharing sessions from professionals and ex breast cancer
patients
23. Event Schedule
6am – 7am Registration and preparation for participants
7.30am – 8.30am Walk starts
9am- 12pm Opening of booths
9am-9.30am Special Celebrity appearance: Liza Wang
9.30-10.30am Sharing sessions by ex-breast cancer patients
10.45am-12.15pm Sharing sessions from professional doctors
12.30am-1pm Event Closing
24. Charles & Keith Breast Cancer
Awareness Walk
Participants would given a Charles & Keith designed
goodie bag which consist of :
• Official Walk T-shirt
• Snacks and mineral water
• Pamphlets on Breast Cancer
• Charles and Keith’s vouchers
25. Charles & Keith Breast Cancer
Awareness Walk
PR Objectives
Increase Charles and Keith’s brand awareness and to
generate positive image of Charles & Keith
27. Charles & Keith Breast Cancer
Awareness Walk
Event Details
Location: East Coast Park, Walk course of 1km
Time: 6am -1pm
1. Awareness walk (to be led by ex-breast cancer
patients)
2. Special Celebrity appearance : Liza Wang.
Liza Wang is a well respected celebrity in the Hong Kong
showbiz who has fought against Breast Cancer in 2002.
28. Charles & Keith Breast Cancer
Awareness Walk
3. Booths will be set up to raise the awareness and educate
the public on breast cancer.
4. Sharing Sessions from ex-breast cancer patients
29. Charles & Keith Breast Cancer
Awareness Walk
Target Audience
• Newspapers
• Female magazines like Mother & Child, Woman’s Weekly
and ELLE Magazines
• Television station
• Singapore Cancer Foundation
• Health Promotion Broad
• Ministry of Health
30. Charles & Keith Breast Cancer
Awareness Walk
Budget
• Invites: Direct mail, Telemarketing
• Event: Staging, sound systems, setup
• Location Rental
• Event host, manpower
• Gifts
31. Budget for Charles & Keith
Breast Cancer Awareness Walk
Invites:
Costs
Direct
Mail
$3,000
Event:
Staging
$6,000
Sound
System
$4,000
Setup
$5,000
LocaLon
Rental
$10,000
Booths
$7,000
Event
Host
&
Guest
$12,000
Manpower
$10,000
Goodie
Bags
$10,000
Total
$67,000
32. Budget for Charles & Keith
Integrated Marketing Communication
Campaign
Marke6ng
Efforst:
Costs
AdverLsing
$304,400
Sales
promoLon
$8,500
PR
event
(BCAW)
$67,000
Total
$379,900
