This document provides a final campaign analysis report for a client called Agent 99, an independently owned fashion retail store. The campaign's goals were to increase traffic and encourage multiple item purchases, especially accessories. It targeted middle and high school girls with a direct mail campaign delivering envelopes door-to-door that offered 20% off accessories. However, the campaign received no responses. Key lessons learned included targeting a different audience, changing the delivery method, and printing materials professionally.

1. WHAT’S MISSING?... ACCESSORIES!
FINAL CAMPAIGN ANALYSIS REPORT
BY

2. Client ………………………………………………………….3
Client goals……………………………………………………3
Target ………………………………………………………....4
Segment ……………………………………………………... 5
The big Idea…………………………………………………..6
Message……………………………………………………..…
7
Channel………………………………………………………..8
Creative ………………………………………………………9
Creative continued ……………………………………..….10
The results ………………………………………………….11
The results continued ……………………………….…….12
Milestones …………………………………………….…….13
Analysis………………………………………………….…..14
TABLE OF CONTENTS

3. THE CLIENT
1. Looking to increase traffic from Monday to Wednesday
2. Encourage multiple item purchases from the current traffic flow
3. Increase Social Media databases (currently 1500 Facebook followers)
4. Reward Current Customers
5. Encourage return visits
6. Increase Sales
CLIENT GOALS
Agent 99 is an independently-owned fashion retail store located in downtown Kingston,
Ontario, where you can find stylish and unique articles. There is a surprisingly large fan
base outside of the Kingston region including Ottawa, Cornwall and Trenton based
tourists. The store appeals to fashion-forward ladies between the ages of 13 and 18
years of age, however it carries a wide variety of items which interest those outside of the
target demographic such as post-secondary students to professionals. The styles carried
range from fun-casual to formal.
Upon attending the client briefing, the following goals were identified:

4. THE TARGET MARKET
1. The target is different depending on the season.
The current target demographic is middle school to high
school girls
2. Agent 99 also appeals to the Trenton, Cornwall and Ottawa
tourist market
3. Styles inspired by fashion-forward cities (London, New York,
Berlin)
4. The target enjoys the charm and uniqueness of the
independent store
5. Middle class appeal with items ranging from $35 to $225

5. For the purpose of this campaign, we were asked to target this
season‟s target demographic which is middle to high school girls.
More specifically, grade 8s and 12s because of graduation and
prom.
Seeing as this was a blended campaign using both traditional
mail and email components, we had 2 different lists. The email
list was compiled through Facebook searches, and recipients
were selected based on age and interest (in fashion, design,
celebrities etc…)
As for the traditional mail piece, it was specially delivered door-
to-door around KCVI- strategically selected due to the number of
students who live walking distance from the school and it‟s
proximity to downtown. It also suited the middle class target of
the store.
SEGMENT

6. THE BIG IDEA
We chose to implement a blended campaign that uses both traditional
and online components.
Taking into consideration Cyndy‟s goal of encouraging multiple item
purchases, we developed a bag sale idea which involved designing
reusable Agent 99 shopping bags that, for the purpose of the campaign,
could be filled up and everything that fits in it would be %15 to %20 off.
The focus then shifted to accessories and the campaign took on a
different look. The bags become envelopes that were special-delivered
door-to-door. The front side contained 4 pictures of models in Agent 99
clothing and a catchy headline stating, “ATTENTION- What‟s missing in
these pictures?”. The envelope then provided all the terms and invited the
recipient to the store to receive the discount.
We wanted to reach the target market online as well and developed an
interest-specific list of middle & high school students. This was sent to
them via Mail Chimp and invited them to come to the store where their
envelope would be waiting for them.

7. THE MESSAGE
1. Offer: 20% off select accessories. We chose this
message because there are many images on the
Facebook page of dresses and other apparel with little
to no accessories
2. Sale appeal: We are offering 20% off select
accessories when the envelope is used and presented
at the time of purchase
3. Action: We were aiming to make Agent 99 a destination
store and encourage multiple item purchases.

8. THE CHANNEL
 Hand delivered 100 bags to homes around the KCVI area
because most of the students live within walking distance.
 Other 50 left in store for those informed through Mail Chimp.
Enough envelopes in-store for them and a friend to join.
 An adjustment was made after reviewing the mid-campaign
results. The envelopes were removed from the store and
delivered to the Calderwood area.
&Door to Door Mail Mail Chimp

9. THE CREATIVE
Our campaign‟s creative lies entirely in the direct mail piece. It resembles
a sewing pattern package, which is appropriate due to the fact that Agent
99 is a fashion retailer. The creative components of this campaign
include:
 The envelope that recipients are to use to redeem 20% off all
accessories they can fit in it.
 The design on the front of the envelope asks a question and
encourages recipient to turn it over, viewing the campaign terms.
 Envelopes were hung on doors with red ribbon rather than placed in
mailboxes.
To maintain the “indie” feel of the store, the envelopes were printed on a
home computer.

10. THE CREATIVE

11. THE RESULTS
 CPP
 Cost Per Piece = $0.32
 This resulted in a fairly cost efficient traditional direct mail
campaign
Cost Item
$37.00 Envelopes
$0.10 x 200= $20 Envelope Printing
(200/3) $0.10= $6.70 Info Card Printing
$63.70/200= $0.32 COST PER PIECE

12. THE RESULTS CONT…
Metrics relevant to this campaign include:
 Response Rate
 # of sales due to campaign
 Response remained the same even after new delivery location
 We estimated a minimum of 5 responses. Unfortunately this was no
accomplished
 Information Acquired
 Name & School ( to be filled out on mail piece & collected in store)
 If there had been any responses, we would have collected this data. We
estimated that an overwhelming majority would be KCVI students because
of the location we delivered to.
 Emails Opened
 2% of emails sent were opened according to Mail Chimp analytics
 We expected a slightly higher rate (5% to 7%) however are pleased
with the outcome of the email campaign. To improve upon this we
would have used a larger list.
 Even after changes were made, there was no difference in the number of
responses. Looking back now, we believe the best way to adapt the campaign
would have been to use more direct mail pieces through a different method of
delivery

13. MILESTONES
 Bag Selection
 We originally wanted to go with a reusable bag like other retailers but
realized that this was not a possibility because it was not cost efficient.
 We went to various retailers looking for bag options.
 We finally settled on using envelopes.
 Print Options
 We looked at everything from Staples to print screening but thought that
home printing would be the most effective way to go. It would not only
keep with the „indie‟ appeal but also be much more cost efficient than the
alternatives.
 Design- no simple matter
 The envelope concept was created on InDesign.
 Envelopes were then taped to an 8.5 by 11 inch sheet of printer paper
which acted as a template.
 The envelope had to be placed in the exact same place consistently. If
this wasn‟t done it would have missed the envelope and printed on the
template instead.

14. ANALYSIS
Results
Though the actual number of responses was 0, we believe it would have
shown better results if the following things had been done a little
differently:
 Target
 We had used it to reach a different target (university & college girls) rather than the
middle and high school market. Seeing as the target changes seasonally, it would
be best to use this when the post secondary target is the primary one.
 Channel
 We would change the delivery method. Because this campaign involves a tangible
item, hand delivering it to pedestrians on Princess Street by princess would have
been ideal.
 Cyndy could also send a Facebook message out to her entire “like” list inviting them
in store to take advantage of the promotion. She could also make it “invite only” to
add an essence exclusivity.
 Design Method
 We recommend that the printing be done professionally rather than at home. As
described earlier, it is no easy task.