2. Meet Our Team
Adrien COQUELIN Varun JAGGER Xiaoying SHEN Milena VANDERVEEN Chengyun YANG
Our Professional Crew
3. AGENDA
MAY 20th, 2015
TOD’S Introduction
Customer Communication Analysis
Client Brief
Campaign Design
Campaign Roll-out
4. TOD’S Introduction
HISTORY Company Description
1900 Filippo Della Valle founded a small shoe
factory
1920 Dorino Della Valle started the business.
1970 Diego Della Valle enters the firm and
leads the development of the business.
1978 Brand Tod's was established.
1996 Tod’s Advertising Campaign
1997 D-Bag released.
Now Quality in design, quality in construction,
quality of materials
• An Italian brand
• Well known for the design and
production of an elite range of stylish
top-quality leather goods and shoes.
• With a number of associated brands
• A strong international presence
including a number of large flagship
stores
5. KAPFERER’S
PRISM
PRISM
Physical
tangible elements
(character, name,
logo, cult products,
packaging) Personality
high quality but
simple life and
style
Culture
creativity,
tradition, made in
Italy, solidaritySelf-image
investment,
experience of
Italian comfort &
craftsmanship
Reflection
Mediterranean
spirit, Italian
lifestyle, elegant
Relationship
social responsibility
8. Digital Media
New Collection Tod’s Portraits
Dot’s Of Life Virtuous
Elevator
A Holiday mood for Gommino of the Day
SS, FW, Men’s, Women’s, Ferrari Personalities & Lifestyles
Elisa Sednaoui & Tod’s Cape Bag
- her unmistakable style
10. Digital Media Social Network
976,023 likes
2,317 subscribers
90,814 followers
3,634 followers
1,344 pins
237k followers
1,081 followers
11. CUSTOMER
COMMUNICATION
ANALYSIS
Key Message
• Sophisticated cultural lifestyle
• Ideal, cozy way of living rather
than absolute lux
Tone of Voice
Shift towards more playful,
free,young tone from suave,
sophisticated, conservative
Reason to Believe
Personal engagement
Key Visuals
• Print media
• Advertising Campaign (on-line & off-line)
• Store opening & Events
Characters or testimonials
• Bloggers:
• Negin Mirsalehi
• Chiara Ferragni
• Facebook album “Celebrities love Tod’s”
• Red Carpet
14. CLIENT BRIEF
Brand Assets
• Brand Value: Heritage,
craftsmanship, tangible assets, brand culture
• Brand Mission: Making high quality product
handmade with a craftsmanship
• Brand Vision: Creating icons of modern living
with the exclusive and recognizable footwear
and leather goods.
• Value Proposition: comfort, classic & elegant
style
Brand Guidelines
• Logo: lions, white lines, black line, classic
font with serif
• Character: Diego Della Valle
• Brand name: The name of the brand
according the Owner comes because the
family wanted to choose an easy and
catchy word.
• Packaging: Natural leather color
Channels of Distribution
• 113 stores in Europe
• 90 DOS
• 15 Franchise
• 8 Outlets
Campaign Goals
• Increase revenues through the
increase of the touch points,
occasions of purchase and
services for the loyal customers
• First year result is expected an
increase of total sales up to 4
million euros for the Italian
market
Campaign Target
• 65% women – 35% men (30 -50 y/o)
• Consider Tod’s as a classic brand and use
Tod’s products for more than one year.
• High daily internet usage.
Campaign KPIs
• Fanbase
• Site traffic
• Sales increase
• Customer campaign engagem
• CRM database
17. Campaign Design PRIMARY PERSONA
Name: Alessia the Momager (mom + manager)
Profession: Lawyer
Age: 39
Location: Milan
Personal Information: Married with 2 children named Alfonso and
Arabella.
Business Information: Values her high position job a lot. Values much
more the holidays with her family to warm places.
Internet experience: High (online 15 years)
Primary uses: work related, research, emails, browsing travel plans
Favorite sites: Corriere della Sera, Conde Nast, Vogue
Hours online per week: 30
Computer: Mac Pro, Google chrome
Social media: linkedin, Instagram, facebook
18. Campaign Design PRIMARY PERSONA
Personal Profile
Interests Needs Values Powers Behaviors Aspirations
Active
Travel
Fitness
Culture
Holiday
Comfort
Quality
Timelessness
Casual
Elegant
Staple basic
item
Family
Success
Traditional
Educated
Conservativ
e
Catholic
Wealthy
Tidy
In charge
Direct
Bit rigid
Seeks
status
No impulse
purchases
Strict
Shopping
with kids
A self
made
woman
Well-
balanced
life
19. Campaign Design PRIMARY PERSONA
“ I want everything under my control – my career, my family and my personal style.”
User Goals & Motivators
Alessia comes to the site to:
• She regards Tod’s products as the perfect
choice both for holiday and daytime
wearing.
• Tod’s Cape bag can satisfy her
professional needs as a lawyer.
• Find out more cultural & craftsmanship of
Tod’s.
• Browse the homepage to find the perfect
product for herself and her family
members.
Business Objectives
We want Alessia to:
• Visit the homepage often.
• Recommend the brand to others.
• Become a loyal customer of Tod’s.
• Engage in our promotion events.
20. Campaign Design CUSTOMER JOURNEY MAPPING
PROCES
S
CUSTOMER
GOALS
TOUCH
POINTS
EMOTIONAL
RESPONSE
CUSTOMER
THOUGHTS
CUSTOMER
EXPERIENCE
RECOMMEN
DATIONS
Pre-
Service
Event Time Event Time Event Time Event Time
Work related
activities
More brand infos
Check product
details
Comparison &
Analysis
Physical products
& Buying
• Tod’s
Newsletter
• Search Engine
placement
• Online routine
activities
Social Media:
• Instagram
• Facebook
• Youtube…
Tod’s Website Boutique
• Blogs
• Search Engine
• Influence of
friends
Curiosity, Interested
in
Inquiry for the
product
Comparison within
the brand
Explore options
Looks awesome or
terrible on me
Whether I’m
attracted by the
product/want to
purchase for my
family/join the
brand activities.
What is the brand
doing right now
(new collection or
promotions)?
Whether I want to
join their current
campaign?
What’s other
people’s opinion
about the brand
& the products.
Limited knowledge
upon the brand.
Find suitable items for
my family.
I want to know more
about price &
products & styles.
Whether my family
likes the product.
Whether the
shopping
experience is good
& become a loyal
customer.
Enjoyability 7
Importance6
Enjoyability 8 Enjoyability 8.5 Enjoyability6.5 Enjoyability 9
Importance 7.5 Importance 8 Importance7
Importance
6
Importance 9
Brand exposure,
CRM
Attractive more
followers
Increase online
service
WOM, solicited
Service,
environment
23. Campaign Roll-out CAMPAIGN JOURNEY
DIGITAL
CAMPAIGN
Gallery
Event
YouTube
Website
Facebook
Retail
Mobile
App
Instagram
Book Online
Order Online
Book
Appointment
Products
Intervie
w
Separate landing page per family
Photo album at the end of the week
Products Interview & photos
Full interview – 20 mins
Short interview – 5 mins
Push to store
Hyperlink
Embedded
Event details & Exhibits
24. Off-line Campaign
PHOTOGRAPHY
EXHIBITION
LAUNCH
1st OCTOBER, 2015
• Private 2 weeks opening for photographed families,
selected loyal customers
• Well known Italian bloggers:
Chiara Ferragni (The Blonde Salad)
Filippo Fiora and Filippo Cirulli (The Three F
Menswear Fashion blog)
Tamu McPherson (All the Pretty birds)
Anna della Russo
• Open to public for 2 months
• Number of invited guests on Evening launch: 150
• Announcement feature on: Swide.com, zero.com,
ICON magazine, Tod’s homepage, facebook,
instagram, app,
• Email invite to customers in database 1 month
before.
25. Off-line Campaign
PHOTOGRAPHY EXHIBITION
Photographer: David Yoder
Concept: Tod’s strong sense of tradition,
heritage and family values through set of
portraits showcasing 10 families that wear
Tod’s
Where: KAUFMANN REPETTO
When: Open on 1st October
Close on 24th December
26. Campaign Roll-out 4 PILLARS
Step 1 Step 2 Step 3 Step 4
Tod’s Family
• Realign the current
database
• A unique PARENT card
• “Family card” for each
member of the family
• Assign the client to a
particular store and
salesperson
LOYALTY APP
New Application
• Two ways of logging in –
Tod’s Family or Social
media.
• Tod’s social media
platforms in a single
window – like HTC
BlinkFeed.
• Each product and each
campaign can be selected
individually for push
notifications
STORE
STORE
• Register all Tod’s
customers into the Tod’s
family.
• Help customers in terms
of the mobile
application.
• Increases adoption rates
of the app.
• Completes the data
collection process.
Supply Chain
• Leaner supply chain
• 2-3 weeks for making
Gommino shoes
MTM
27. Campaign Roll-out CHANNEL STRATEGY
HOME
PAGE
INSTAGRA
M
YOUTUBE
APP
FACEBOOK
STORE
GOALS
• Promote advocacy
• Foster Dialogue
• Expand the influence
• Attract more engagement on the campaign
• Turning existing customers into loyal customers
• Sales increase
TARGET
• Active social network users
• Influencers & Contributors
• Contents shared/liked: vacation, family, lifestyle
ORGANIZATION
• Social activities management:
• Contact: Digital marketing Department
• Activities: brand campaign
• Managerial responsibilities: approval of posts,
analysis related data, updating posts
• Same pace with other departments, supporting
• Profile management
28. Campaign Roll-out CHANNEL STRATEGY
AUDIT
PRESENCE
KPI
Topic: #TodsPerVita, #TPV / Nature & Format: Clip or photo + words / Relevance:
brand campaign, product / Update & Refresh: daily
Existing profile restructuring – linked to the present campaign
Followers: 241K to 500K / Posts: 665 to 780 / Reach: 1% to 5% / Likes:
2500 to 10,000 / #Tods: 4,660,000 to 7,734,439 / #TPV: 7,000 / More
comments / Click volume (to the APP): 24,000
29. CHANNEL STRATEGY
AUDIT
• Topic: Tods Per Vita
• Nature/Format: Videos, articles,
photos, words
• Relevance: brand campaign,
product
• Update & Refresh: daily
PRESENCE KPI
• Existing profile restructuring – linked
to the present campaign
• Homepage Cover
• Updating albums
• Create new title “Tods Per Vita”
• Profile management
• Company history & Description
• Current activities
• Store information
• Product link to Tod’s Website
• Followers: 970,000 to
1,940,000
• Likes:7,200 to 97,000
• Share: 165 to 2223
• Reach: 0.8% to 5%
• More comments
• Click volume (to the APP):
24,000
Campaign Roll-out
30. CHANNEL STRATEGY
TOD’S PER VITA
TOD’S PER VITA
20
Tod’s Per Vita
Audit:
• Topic: Tods Per Vita
• Nature/Format: Videos
• Relevance: brand campaign, product
• Update & Refresh: weekly
• Video link – online
shopping/product
description
KPI:
• Subscribe: 2,310 to 8,000
• Videos: 102 to 122
• Video viewers: 8,000
Campaign Roll-out
Presence:
• Existing profile restructuring – linked to the present
campaign
• Channel Cover
• Change cover video to “Tods Per Vita”
• New Playlist
• Video link – online shopping/product description
31. CHANNEL STRATEGY APP
TOD’S PER VITA
AUDIT
• Topic: Tod’s App - Tods Per Vita
• Nature: Video, photos, products,
words
• Format: Similar with Tod’s Website
• Relevance: brand campaign, product,
shop online
• Update & Refresh: daily
KPI
• Monthly downloads: 6000
• Usage frequency (Daily/Person): 1
• Monthly subscribers (complete personal
info): 18750/4=4688 (only in Italy)
• Portraits received: 2500 (only in Italy)
PRESENCE
• New profile opening – linked to Tod’s
Website - Videos as cover
• Check existing campaign & apply for
it
• Updating your own portraits
• Camera function for Portraits, link to
Instagram & Facebook
• Book appointment
• Join the Tod’s CRM Database,
subscribe newsletter
• Special offer for VIPs (who spent
10,000 euros on Tod’s per year) –
Scan QR code
• Find the nearest boutique
• Third-party account (Instagram) log
on.
• Feel free to “Like” your favorite
Campaign Roll-out
32. CHANNEL STRATEGY
Audit
• Topic: Tods Per Vita
• Nature: Video, photos,
products, words
• Relevance: brand campaign,
product, shop online, social
network link
• Update & Refresh: daily
maintenance
Presence
• Existing profile restructuring
• Homepage Cover
• Add new title “Tods Per Vita”
• Check campaign & participate
• Updating portraits
• Link to other network
• Join the Tod’s CRM
• Add brand history
• App download link
KPI
• Monthly visit: 43,500 to
60,000
• Conversion Rate: 4.7%
• Monthly subscriber:
11250/4=2813
• Portraits received:
1500(only in Italy)
Campaign Roll-out
33. CHANNEL STRATEGY STORE
SERVICE
• Make to Measure Reservation (at
home or in the btq)
• Help adjust the baby shoes
• High quality & one to one service
• Subscribe in the brand after
purchasing
• Install the App on your phone
MERCHANDISING
• BTQ Window merchandising
• On the wall family portraits
• The stand for photographing
the family protrait
• The stand for MTM product
(in selected btq)
RELATED PROMOTION
• Promote the campaign in the store
• Brochure & QR CODE to download
the APP
Campaign Roll-out
34. SALES FORECASTS & OBJECTIVE REACH
Revenues Per store
Per Annual Average
Basket
Total Sales
Per Store
Total Annual
sales
Retail (95%) € 339150000 € 7372826 3686 3734 171783
Online (5%) € 17850000 8925 9725
Revenues 2014 € 357000000 181508
Increase by 4M 4000000
Total
revenues
363016000
Retail 2400000 96000 48
Online 1600000 800
Sales forcasts
Scenarios
1Year 1,5Year 2Years
Retail (339days) 11 7 7
Online (365) 27 14 13
• Annual average basket = 2 000€
– 2 adult and 2 children
Twice a year
• Objective of 94 500 average
basket
• Reached in 2 years
– 7 average basket per day
per store (339 days)
– 13 average basket /day on
line (365 days)
35. Campaign Roll-out BUDGET
Particulars Cost
CRM Redesign EUR 50 000
Social media management + analytic tools EUR 60 000
Mobile Application EUR 30 000
Photographer EUR 50 000
Photography shooting cost EUR 20 000
Gallery booking EUR 50 000
Opening night – Aperitivo + Bloggers EUR 25 000
Videography at the gallery EUR 10 000
Advertisement for two months in Zero EUR 22 000
TOTAL COST EUR 317 000
