Tiffany & Co. is launching an integrated marketing campaign called "All the More Reason" to increase store traffic and website visits, as both have declined in recent years. The $7.3 million campaign will target affluent consumers ages 25-54 through various media channels from October 2009 to May 2010, peaking around holiday seasons. It will use news articles, social media, print ads, online videos, and product placements to promote Tiffany jewelry. The campaign's success will be measured by membership growth, website and store traffic, and number of customer visits.

1. Integrated Marketing Communications Work Sample (Abridged) MKTG 530 Class Project Management of Marketing Communications Eller College of Management The University of Arizona Abhay Kulkarni

2. Tiffany & Co. Marketing Campaign All the More Reason.

4. Tiffany website traffic has dropped by 18% in last 3 months.Campaign Goal The goal of the “All the More Reason” campaign is to increase traffic to Tiffany stores and website. Integrated Marketing Campaign The campaign will reach the target customer through the news media, social media, print media, online television and product placements. Timeline The campaign’s timeline extends between October 2009 and May 2010 with peak activity around the Holiday Season and Valentine’s Day. Budget and Metrics The estimated cost for this campaign is $7.3 Million. The impact of the campaign will be measured through membership, traffic, number of customer visits to stores and so on.

5. The Goal

6. Target Consumer Demographics Psychographics Usage Behavior Consumption Constellation The Affluent Age: 25-54 Yrs Contented Physically Active Spending 33% College Graduate or above Image Conscious Use Internet Eat Out Risk Takers Travel 68% married Shop more 25% of All US Adults 52% Central and Northeast USA Influencers Interested in Charity Upgrade Continuously

7. Campaign Strategy “All the More Reason” to buy Tiffany! Customer

8. News Media News articles in online channels that focus on the value of Tiffany jewelry with Tiffany Ad close by to direct reader to website For example, it might look like this…

9. News Media News articles in online channels that focus on the value of Tiffany jewelry with Tiffany Ad close by to direct reader to website Or like this…

10. News Media Plugs in news programs…

11. Social Media Online “Tiffany Club” for customers to blog, play and download games, take quizzes etc. Games, Quizzes etc. on Facebook Official Page Twitter updates on events

12. Print Media Sample Ad Ads in magazines that the target demographic read

13. Online Television All the More Reason. Ads on online shows

14. Product Placement Product placement in shows

15. Timeline Peaking during Holiday Season and Valentine’s Day

16. Budget

17. Evaluation Metrics

18. Thank you!