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Period: to
Promotion Campaign
General Timetable -
Period: to
Plan Elaboration
Phase 1 Communication Audit 8-10 weeks, January 2014market analysis, audience research, competetive reviewReport: Presentation (first week of March 2014)Phase 2 Communication Plan8-10 weeks, concurrentElaboration and ongoing assessment of the plan. Adjust campaign to results of the Communication AuditReport: Presentation (first week of March 2014)Phase 3 Creative Concept6 weeks, March 2014Mood board workshop, campaign identity and visionReport: Concept map, story board for commerci -
Research
Market analysis, audience research, competetive review.
Report: Presentation (first week of March 2014)
8-10 weeks -
Com. Plan
Elaboration and ongoing assessment of the plan. Adjust campaign to results of the Communication Audit
Report: Presentation (first week of March 2014)
8-10 weeks, concurrent -
Main show
Presentation of the collection at the London Fashion Week, aw 2014/15 -
Coverage in Media
Press Release and Coverage in global Media. Informing audience about the collection.
status: Ongoing -
Placement
Product placement in female fronted movies and TV sitcoms (US, UK). Sponsorship of fashion related TV Programmes (eg. America’s Next Top Model) in UK, US, China -
Creative Concept
Mood board workshop, campaign identity and vision.
Report: Concept map, story board for commercials, visualizations of digital marketing campaign, detailed IMC plan (middle of April 2014) -
Period: to
Retailers Promotion
Promotion, Advertisement, Negotiation
Target: Retailers, resellers and wholesale -
Development
Production, application, development and ongoing assessment of particular IMC tools. Monitoring and immediate response to any crisis situation.Report: Seasonal report incl. media statistics, purchase analysis, brand awareness research (January 2015) -
Asia show
Presentation of the collection in Shanghai -
Retailers
B2B Advertisement and agreements with retailers. Using Direct catalogs and sales promotion (discounts, price agreements). -
Digital
Video Ad spot for Social Media and VOD platforms, in-store screens, story telling vid for official website and social media. Burberry App with innovative showrooming tool, Social Media Campaign (Facebook, Twitter, Instagram, Weibo - #tag competition), e-discount promotions, SEO, ad-sense for targeted group (buy now = get 20 % discount). Collaboration with Line and Wechat China, HK, Singapore, Japan, Taiwan only), itunes charity program -
In-store
Launch of the collection in flagship stores and retailer boutiques. Providing direct catalogues for customers. -
Period: to
Mass Promotion
Promotion of collection for target group. -
Prints
Photo Campaign with endorsed celebrity in domestic september issues of Vogue Magazine (USA, UK, France, Russia, China), Harper's Bazaar (UK). Photo commercial in Glamour Magazine (UK, Russia, China) - November and December -
Outdoor
Outdoor Advertisement (billboards, interactive billboards, transition ads, pop up shops in New York, London, Paris, Moscow, Shanghai) September - December -
Period: to
Holiday Season
Christmas, New Year, Chinese New Year, Valentine's Days Specials -
VIP Event
Charity event with celebrities and VIP raising money for young artists. Premiere of of the limited edition of book about Bloomsbury Group. The book will be available in stores and wil be provided for free for clients purchase over 1000 GBP -
Evaluation
Seasonal report incl. media statistics, purchase analysis, brand awareness research February 2015). Final Report - middle of February
