Autumn Marketing campaign for the fashion brand "UNSEEN", London,UK

1. Launches
The
“SECRET GIFT BOX OFFER”
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2. The purpose of this plan, is to increase the online sales, bring traffic to our
website and attract new customers. One way to achieve that, is to create a “bait”
and run the promotion (social media and press) for it. Our “bait” will be divided
in two “sub-baits”. Prior to them, an analysis will take place, in order to
understand our products and identify our targets.
The fist “bait”, will be a new bundle product which will be launched, only for a
limited time in Autumn 2015 and will be promoted as a limited edition reduced
product, with environmental respect.
The second one, will be the web content we’ll publish and social media channels
that we’ll use in order to create a buzz and attract new customers. Our plan is
divided in the following parts:
1. Introductory Analysis
2. Launching a new Bundle Product:
“THE UNSEEN’s SEGRET GIFT BOX”, including a) The support candle, b)The
Book of Shadows and c) The Quill and completely made of recycled wood.
3. Social Media Plan, User acquisition and web content.
Within the next pages several fields are analyzed, such as choice of product,
goals, message, social media plan and its impact to our audience, etc via different
processes such as analysis, marketing mix implementation, S.M.A.R.T. and
A.I.D.A methods.
It is estimated that the social media campaign will create an increase of 10-12%
of the online sales and engagement while the product will help increase our
market share in the long run.
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3. Introductory analysis.
 Product, webpage and social media analysis.
Part I-Launching a new product-”The Secret Gift Box”.
 Objectives,Customer Analysis and Target Audience.
 Market analysis.
 The Product.
 Price.
 Place-Product Distribution.
 Promotion.
 Management team and staff
 Operations-product development plan.
Part II-Social Media & Website.
 Webpage Goals
 Social media goals and ways to achieve them.
 Messaging and key words.
 45 days campaign-posts in social media.
 Outcomes and foreseen challenges.
 Social media plan (sample).
 Assumptions for budget and social media campaign.
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4. 4

5. Strengths:
 Website with a narrative, artistic and interactive content which impresses the
visitor.
 Unique collection and products, made by blending biological and chemical
matter into materials aiming mostly to artistic, high profile, fashion fanatics or
collector, clients. A real difference in the fashion market!
 The webpage expresses THE UNSEEN’s concerns for Design, Science, Art,
Technology and Performance. When promoting their products they show the
environmental (Air) changes impact on them. This also expresses their concern
for the environment.
 Good quality of press pack and published photos, focusing on the products and
events at the Emporium.
 Several times awarded company with big brand clients, which shows their
professionalism and contribution in the fashion, art, technology and science
market.
 Published videos, with a background music that is travelling us to religious,
mystical or pagan ceremonies . This mostly enhances the image of THE UNSEEN
as a movement while indirectly promoting its creations and products to an
audience which has unique interests. 5
Internal
Environment
Strengths
Internal
Environment
Weaknesses
External
Environment
Opportunities
External
Environment
Threats
S.W.O.T.
Product, webpage and social media analysis

6. Weaknesses:
 There isn’t any section at the website which can refer to other friendly websites
in fashion, art, design or science and can bring related visits and traffic to itself.
 There is a lack of an online section, in which the users would be able to ask
anything on real time and immediately receive answers. There is an Enquiries
section but it’s not the same thing!
 The social media content doesn’t follow exactly the creative story telling line of
the website and seems to be based mostly, in announcement posts. This doesn't
help the online sales neither traffic to the website. Also, the most popular
channels seem to be Twitter and Instagram with the other ones to follow.
 The shop's online collection is limited and seems to focus mostly on women’s
needs, high profile clients and the fanatics of art and fashion and not to a wider
audience including men!
 There isn’t any offer or limited product at the website which will give the client a
chance to engage, express him/herself, or share his/her thoughts with other
people.
 Although, the webpage mentions and strongly presents the impact of the
environment to THE UNSEEN’s creations, there isn’t any product that could refer
to environmental protection, e.g. created from recycled matter.
6
Internal
Environment
Strengths
Internal
Environment
Weaknesses
External
Environment
Opportunities
External
Environment
Threats
S.W.O.T.
Product, webpage and social media analysis

7. Opportunities:
 To launch a new bundle product offer, preferably made by recycled matter, for a
limited time period would increase the company’s image to its customers, short
term sales and long term share market.
 An ad with a famous artist would increase the sales of the products or an online
ad with creative content would increase sales and income based on PPC (Pay per
Click) .
 To create an online chat section would help the users find answers to their
questions in real time.This, shows that the company cares for its customers!
 To create a friendly pages section in the menu area would increase traffic from
friendly websites.
 Creative and personalized newsletters as well as identification of the audience in
the social media channels the rush hours would help create a certain opinion of
the buyer’s profile.
 Creative story telling and creative posts, would increase the engagement with
old and new customers in social media.
 To create short video trailers of the new product before it’s release and giving
each time a small tip to clients, would increase sales, based on the “word of
mouth” method. 7
Internal
Environment
Strengths
Internal
Environment
Weaknesses
External
Environment
Opportunities
External
Environment
Threats
S.W.O.T.
Product, webpage and social media analysis

8. Threats:
 A financial or political crisis would result in reducing the company’s sales and
income.
 The term “wearable technology” is already a trend around Europe and
overseas. Journalists use it in order to characterize, under its umbrella, every
company which combines technology with clothing. This term doesn’t exactly
represent this company! Therefore, attention should be paid not to be
characterized like this in press or social media.
 Malicious posts in company’s social media channels from users or other
companies would negatively affect the company's image, sales as well as traffic
to the website. Therefore, challenges should be faced by creating a certain
answering policy for social media crisis situations.
 Attention should be also be paid to other companies which might have or
promote the same or similar products, as this would create an unfair
competition and would affect sales. Company, must be prepared for such
situations!
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Internal
Environment
Strengths
Internal
Environment
Weaknesses
External
Environment
Opportunities
External
Environment
Threats
S.W.O.T.
Product, webpage and social media analysis

9. 9

10. Objectives:
 Increase awareness of our products in the market and company’s sales.
 Creation of a new bundled product which will increase our short term sales and
long term share market.
 The bundled product will be launched only once, as a limited edition and be
partially or completely made of recycled matter while giving our customers the
chance write their message on it.
 To give our customers the chance to contribute to the environment by buying
one of our products.
Selling to:
 Direct market Retail customers or companies.
 Online retail customers.
Target audience by:
 a) Location (UK and overseas),
 b)Age (25-50).
 c) Sex (Men and women).
 d)Occupation.
Preferences of our target audience are:
High profile clients, companies and men.
Age range->25-30 years old.
Sales target of our product in pieces: >50
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Objectives, Customer analysis
and target audience.

11. THE UNSEEN’S contributes mostly to the fashion, tech, and art industry. During the last
years a lot of companies are trying to enter these industries which makes the
competition bigger.
Our target customers are mostly women, artists or wealthy people who are interested in
wearing a unique cloth or buying a unique product as gift or for themselves which won’t
be able to find it anywhere else and would be artistic, hi-tech or luxury but they are also
willing to pay more in order to cover their need. For this reason our products make the
difference in the market which helps us have dedicated customers. Our goal is to
expand our sales into the wider audience and develop our long term share in the
market, by providing new or bundled products and create experiences like events to
promote them in our audience.
Most of the clients we have, buy our products within our region but there is also a huge
interest from USA. This provides us the opportunity to expand in new markets.
Our strength against our competitors is that our formula of inks hasn’t been copied from
anyone and we, therefore, should protect it from our competitors.
 Our business seem to have great potential for future growing within the local market
but also overseas. Last years, there is an increase of the creative industries in the
fashion-art sector mostly for companies that have something unique to offer. Our
products and services, have this element because they combine art, technology, design
with the experience of living or discovering the unseen.
Note:
In this page, due to the lack of specific data , like customer attitude history, demographics, competitors’
data, a lot of assumptions had to be made. Thus, the data provided are not accurate. 11

12. Logo: THE UNSEEN.
Name: The Secret Gift Box (Limited Edition).
Description, quality, contents and unique characteristics:
A box made of recycled wood, purchased from the Wood Recycling Community for 2£,
which will have on its front side a carved logo of THE UNSEEN. Its contents will include
a)The Support candle, b) The Book of Shadows (A6 size) and c) The Quill. The product
will be released only for the period 15 September 2015-30 October 2015.
Price and additional costs:
70£ (including contribution of money(2£) raised for Wood Recycling community).
10£ (Additional cost, if the customer wishes to order the box with a carved written
message on it , for his/her loved ones.)
Packaging and delivery:
The product will be delivered by Royal Mail, with additional delivery costs for the
customer depending on the destination.
Advantages of the product:
a)The box is eco-friendly, b) Promotes the company’s environmental concerns, c) It has
attractive price for a gift and only for a limited time, d) It gives the customer the
satisfaction of contributing to the environment and that’s why it is targeting to a the
wider audience.
Feedstock:
The box is made from recycled wood and will be bought ready, directly from the Wood
Recycling community for 2£.
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The Product

13. Pricing
Pricing strategy – Penetration pricing (based on customers)
 Cost price /unit (box): 49£
 Markup on cost :43%
 Suggested competitive price:70£
The penetration pricing method is ideal for increasing sales and attract new customers.
Setting the selling price in a lower level than usual for a short period of time is ideal for
launching a new limited product offer in the market, gives us the advantage of
increasing our sales for a short term while engaging with new customers and create
traffic in our website.
 Delivery: By Royal Mail with additional cost depending on the destination.
 Payment terms and financing options: Paid by cash at delivery in the Emporium or
in advance by credit/debit cards.
This strategy encourages our customers to switch to this product because of the lower
price and minimum additional cost for product’s personalization. Although, our profit
would be in a lower level, due to the product’s price, we would be able to increase our
market share and identify new customers. The price of 70£ covers the production costs,
and is aligned with the price policy of our brand because although it refers to a limited
edition reduced product, it’s not too reduced to be considered of cheap quality and
also targets to both loyal customers and wider audience.
Break Even Analysis example :
100/ (70-49)=4 boxes should be sold to break even. Which , in terms of money is
explained as 4 units X 70£=280£
Sales will be tracked by subscribing online for each order.
Potential Number of customers (a): 30 , Estimated volume per customer (b): 2
Potential sales volume (a x b =):60
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Price

14. Distribution Channels
 Emporium
 Online webpage
Ordering
 Orders placed from THE UNSEEN’s online shop by subscribing to an online form .
 Orders placed at our Emporium by filling an order form with customer’s contact
details.
Delivery method:
 In person at the Emporium.
 By Royal Mail.
Packaging:
 Placed in a gift bag when sold from our Emporium.
 Placed in a Post bag including our Emporium’s gift bag with the product inside when
delivered by Royal Mail.
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Place-Product Distribution

15. Tagline:
“Design your Secrets in an Art Gift Box and feel THE UNSEEN’s eco-Magick”.
Tagline notes:
“For orders and pre-orders subscribe to our website or visit our Emporium. First 5 Pre-
orders will earn a free personalized carved message on their Gift Box. The Secret Gift
Box offer exists only from 15 September to 30 October 2015. With every order, you
contribute 2£ to the Wood Recycling Community.”
Promotion tools:
 THE UNSEEN’s online Emporium’s shop.
 Press releases (following the AIDA model (Attention, Interest, Desire, Action) to
Fashion, Science, Design and Art magazines.
 Radio announcements for the offer.
 Special event to our Emporium, on its release which will give customers the chance
to express their interest and even buy it.
 Free gifts to selected journalists and invitations to the release event.
 PR
 Brochures at the Emporium and in the bags delivered to our customers.
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Promotion

16. The company is run by its Founder Ms. Lauren Bowker (Materials Alchemist) with the help
of Ms. Christa Leask (The Anatomist) and Ms.J ess Smith (The Cutter). For running our
project we will need the following:
The Anatomist will ensure that the boxes order are in proper structure and will also do the
carving in order to be sold.
The Cutter will ensure that the boxes are in a proper shape in order to be sold.
CFO - Will ensure all financial transactions, book keeping, budgeting, accounting and
taxing are working well and is also responsible for financial reporting and the financial
progress of the company.
COO - Responsible for running the strategy of our project, measuring and reporting.
Creative Director: Responsible for ensuring that designs are aligned with the company’s
image and brainstorming creative ideas when asked for improvement.
Head of Marketing: Responsible for planning and implementing all Marketing and Sales
activities in order to maintain Sales in accordance to business plan.
Office Manager:Will ensure that everything in the office works as scheduled and agreed.
Other Employess: Responsible for packaging and delivering the products on time but
also for receiving orders from our clients.
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17. The boxes for this limited offer campaign will be bought from the Wood Recycling
Community for 2£.
The quantity of boxes ordered will be decided after having counted the online pre-
orders before the official release of the product. This way, the risk of buying too many
boxes without selling them is avoided. It is our company’s responsibility to ensure that
boxes are delivered to us on time and as agreed.
After received and ensured that the boxes are in good shape, structure, the boxes must
be painted and carved in order to delivered to our customers. Also, we should include
the box’s contents and any printing material such as company’s brochure. After that, we
should prepare the packaging for our customers.
We’ll put each box in our company’s shop bag and then we’ll categorize the deliveries
by geographical area before send them to the Royal Mail.
In all cases, during the product development process, all H & S regulations should be
followed in order to avoid any accidents.
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18. 18

19. Webpage:
 Create a friendly section site in our webpage within a 30 days period, before 1
September 2015,in order to bring traffic from other sites.
 Create an online chat section in our webpage where our customers would be able to
receive answers on real time. This enhances the company’s quality services and
support to it clients.
 Create a new post in our webpage for our bundled product in order to increase
awareness.
 Using keywords, tags or metadata at our website and its posts to increase the Google
search ranking .
Direct Email Marketing:
 Create personalized newsletters for the “Secret Gift Box” to users, customers and
companies in order to increase interest. This would bring us at least 10 new
customers within 75 days
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20. Goals:
 Increase sales of our product in 45 days and bring traffic to our website while
acquiring approximately at least 100 in total, new customers, companies or other
fashion, technology, art or science professionals.
 Create a 45 days(1st August 2015 -14 September 2015) story telling campaign to
generate profit of 5000£ from sales.
 Create ads to promote our product in social media.
Ways to achieve them:
 Use of Google Ad words and Pay per click ads in all social media channels.
 Identify the hours that our users are online and schedule our posts in certain times
via Hootsuite or Buffer. This way we publish the right post at the right time and
increase our engagement with our customers while develop relationships with new
ones. (It’s statistically proved that we can realize every post ‘s success the first 30
minutes after published).
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21.  Upload photos on Instragam, Twitter, Facebook, Pinterest of the time that our boxes
are carved in order to inform our clients of the services we provide.
 Publish good quality photos on Instagram, Twitter, Facebook, Pinterest.
 Use hastags # at every post in order to create trends on Twitter and links to our
website for all social media channels.
 Follow the right discussions related with our target audience and comment, share our
content with them.
 Publish creative content in LinkedIn to engage with similar companies or
professionals.
 Create a video trailer to promote our product in all social media channels.
 Use analytics like Facebook segmentation tool, Google analytics to identify
demographics, psychographics, geographical areas ,sex, ages, of our audience and
see the progress of our page campaign.
 Spend money to promote our posts and campaign via social media channels.
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22. First Audience: Dedicated Fans.
Women(age 25-45), Art and Fashion professionals or companies who are fanatics with art,
science, hand crafts, technology, design and fashion and would like to have something unique
for themselves or for their loved ones or companies who would be interested in offering
something artistic as a gift to their employees.
Secondary Audience:
Men and women (age 25-45) who have an interest in art or for luxury gifts and would buy
something unique for themselves or for sharing it with others if it was exceptional.
Wider Audience:
Every one who would buy our product just from curiosity because one of his/her friends
bought it.
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23. Our message is the following:
Main message:“Design Your Secrets in an Art Box and feel THE UNSEEN’s eco-Magick.”
Additional :
“For orders and pre-orders subscribe to our website or visit our Emporium. First 5 Pre-
orders will earn a free personalized carved message on their Gift Box. The Secret Gift
Box offer exists only from 15 September to 30 October 2015. For every order, you
contribute 2£ to the Wood Recycling Community.”
The main message includes the keywords Design, Secrets, Art, Box, THE UNSEEN, eco,
Magick.
It clearly describes our company’s interests and services, and promotes our company’s
ecological contribution while giving the customer the opportunity to personalize his
message on the box and contribute to the environment. This will attract our target
audience (as mentioned in the previous slide)
Notes for our social media posts:
Our messages should be clear, creative, short and mobilizing.
Keywords examples for our social media content:
THE UNSEEN, Autumn, Box, Gift,Design, Science, Art, Fashion, Offer,Limited,
Technology, Eco, Environment, Secrets
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24.  Day 45 to day 15
2 posts per day, usually one in the morning and one in the evening. Each post would
include short creative story telling messages. These could include photos or music
related with the keywords of our message or the box. This is the beginning of
starting to create a buzz among the users and spread around the internet our new
product with the “word of mouth method”. This would give users small tips of what is
going to be released soon!
 Day 15 to day 0
3 posts a day with one day gap between day 1 and day 3, for the first week.
3 posts a day with no gap from day 1-5 and the last two days, 1 post a day for the
second week.
These posts would be informative and would clearly present our product either via
video trailers or our web flyers for the offer.
For LinkedIn posts of articles related with our product and our brand for the last
month!
 Spend money to promote our posts and campaign via social media channels and
reallocate our budget regarding the audience’s results from the page analytics.
Additional:
Our newsletter should be sent to our users one every 3 days for day 15 to day 0 and
once a week for day 45 to 15.
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45 days campaign-posts in social media

25. Outcomes
 Day 45 to 30
PPC campaign optimization-pages.
Improved SEO on target keywords-increased media coverage and site traffic.
 Day 30 to 0
Reallocation of budget depending on the statistics of our page.
Extract insights and receive data to schedule our future campaigns with more
information about our audience, buyers or customers.
Note:
Our metrics would be in views, likes, followers, shares and visits in our social media
channels and webpage and purchases.
Foreseen challenges
 To reduce our risk we should do a competitive analysis to our ad group, keywords
prior to going live.
 When we don’t have a history to evaluate, we should start with a higher budget and
after 15-30 days we can change our budget according to our first statistics.
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Outcomes & Foreseen Challenges

26. 26
Social Media Plan (sample)
Brand: SECRET GIFT BOX
City: London
Release date 15.9.2015
Company: The Unseen
Type of media Money spend/where Sending/Reason Target Group/Audience # of posts
1.8.15-30.8.15 1.9.15-15.9.15
SOCIAL MEDIA
Facebook 80£ Posts 1st,2nd, 3rd 102
60 42
Twitter 80£ Posts 1st,2nd, 3rd 102
60 42
LinkedIn Posts 1st,2nd, 3rd 30
30
Pinterest Photos 1st,2nd, 3rd 20
20
Instagram Posts 1st,2nd, 3rd 60
60
Vimeos Videos 1st,2nd, 3rd 3
1 2

27. We assume that we have a 5000£ budget which would be used to cover all the fixed
costs, production costs, distribution expenses, salaries, promotion and social media
promotion expenses.
We assume that our campaign will result in the following:
a)Over 70% of our target first audience, over 50% of our secondary audience and over
30% of the wider audience.
b)Over 50% of new customers will join our pages and visit our webpage.
c) Over 100 buys will be made.
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Assumptions for budget and social media
campaign

28. 28