IKEA Campaign Write-up & Creative .docx



Campaign Write-UpObjectives Our marketing campaign will achieve record store-opening sales for IKEA’s proposed location in Waltham, Massachusetts. The overall goal of our campaign is to create top-of-the-mind awareness in current college students, incoming freshmen, graduate students, and the parents of those students about IKEA as the exclusive location for all furniture and décor essentials. We will boost the amount of customers shopping in the brick and mortar store, as well as elevate traffic to the IKEA website. The campaign will enhance IKEA’s media presence by using multiple media channels to reach our audience. We will put a spin on traditional media vehicles through variable data printed direct mailers, pop-out in-store displays and In addition to using traditional media vehicles, such as direct mail and in store displays, we are going to upgrade IKEA’s existing presence in the digital, mobile, and social network outlets. We will increase IKEA’s personal presence in the top 20 colleges by population and proximity to the new IKEA in Waltham, MA through student-led marketing on-campus, registries, and in-store events and promotions. These programs will provide access to new markets while emphasizing IKEA’s pre existing strengths: the IKEA Family Loyalty program, the IKEA brand’s positive reputation, and the utility and style offered by IKEA’s wide range of products. Research and PlanningIKEA has 230 stores in 33 countries, with 410 million shoppers every year on average. The company aim is to lower prices yearly of the entire store’s offering by discounting between 2-3% every year. In 2012 IKEA successfully decreased prices by .8%, while increasing profits by 8%. By creating customer-assembled furniture, IKEA is able to keep prices low, and match supply-chain efficiency of larger retailers. Unfortunately for IKEA, they face several weaknesses in the form of their competitors. Target and Walmart are both one-stop shops for students and their parents, where they can purchase furniture, clothing, food and school supplies alike. A lack of a brick and mortar location prior to move-in presents IKEA with another challenge. This is a weakness where we will develop our competitive advantage in relation to the competition.From the frequencies we computed with our survey results we found that 29.6% of students live in a dorm while the other 70.4% live in an apartment or house. Our survey also supported our hypothesis that the majority of parents, about 80%, are the ones making dorm/apartment/house purchases. Data also shows that students and parents are either very familiar with IKEA or very unfamiliar with IKEA. Compared to Target and Walmart/Sam’s Club, students and parents are less familiar with IKEA and have about the same familiarity of IKEA compared to Costco.We found that lighting/lamps, small kitchen appliances, rugs and dinnerware are the five most purchased items. From our survey we also saw that college students and parents are most concerned with the price of the items they purchase. Quality was the second most important aspect for students and parents in the purchasing decision. For students we found that style options were significantly more important than the amount of assembly required, while parents said the amount of assembly required was slightly more important than the style options available. Delivery options were mutually the least important decision factor among dorm/apartment/house purchases. To maximize our campaign’s reach and success, we selected twenty schools to target based upon geographic proximity to Waltham and population density. NameLocationEnrollmentBoston UniversityBoston31,766Harvard UniversityCambridge25,690Northeastern UniversityBoston24,434Boston CollegeNewton14,621University of Massachusetts BostonBoston14,117Suffolk UniversityBoston12,000Tufts UniversityMedford10,252Massachusetts Institute of Technology Cambridge10,229Lesley UniversityCambridge7,003Bentley UniversityWaltham5,662Massachusetts Bay Community College Wellesley Hills5,500Cambridge CollegeCambridge5,355Brandeis UniversityWaltham5,327Berklee College of MusicBoston4,054Massachusetts College of Pharmacy and Health SciencesBoston3,909Babson CollegeWellesley2,375Wellesley CollegeWellesley 2,373 Lasell CollegeNewton 1,469Mount Ida CollegeNewton 1,460 Regis College Weston1,198Strategy- Creative Brief ObjectivesGenerate awareness of IKEA and drive record foot traffic into the new location in Waltham, Massachusetts. We will communicate the value of the unique experience received from an IKEA visit to consumers well enough to convince them to wait to purchase their furniture until after the opening of the store front. Target AudienceDemographic Characters1. Jenny: Freshman, 18 years old, moving into a dorm for the first time. She is eager to personalize her boring, plain dorm, to match her vivid personality and newfound freedom. 2. Bobby: Sophomore, 19 years old, finally moving out of a small, cramped dorm, and into a larger apartment with his friends. He values utility and competitively priced quality because he is furnishing an entire living space for the first time ever. 3. Susan: First year grad student, 23 years old, she lives a very busy life. She is moving into a small studio apartment, and is on a very tight budget, so she needs to decorate her new place with quality furniture that will last her throughout graduate school.4. William and Brenda: Parents of college students. They are moving their child into a new location and want them to be as comfortable and prepared as possible, while stretching the penny. Incoming college freshman have high expectations as to what their college experience will be. To make these experiences all that they dream of and more, they must first have a living space that embraces and encourages growth of their personality. IKEA is “out of the box” with their sleek, modern products that are presented in a maze of design inspiration and literally assembled right out of the box. What is “Out of the Box”?FUN IKEA will provide this fun in bright colors, sleek designs, and cool knick-knacks. UNCONVENTIONAL In order to target our primarily young audience we plan to use unconventional advertising. Things such as play on words and playful connotations as means of advertising will excite the target audience and encourage them to shop with IKEA. NEWCollege students unwrap a new experience.They can continue this feeling by unwrapping their new IKEA furniture and literally pulling it “out of the box.” Tactics Variable Data Printing will be used for our direct mailers with a scratch-off incentive of $100, $25, and $10. These will be sent out in advance to raise awareness of IKEA’s imminent opening and lure people in the door by incentivizing them with a free money guarantee. These mailers include an incredibly useful checklist of college necessities and display a geographic pinpoint of the IKEA Waltham location. The college checklist will also be accessible from the mobile app with your IKEA Family login for on the go planning and shopping. Registering with IKEA Family will allow students to register with their college to receive a firsthand look at their future space. Included will be tabs for precise dorm and apartment measurements along with potential products to make the most of that space. To combat the lack of a brick and mortar location prior to move-in, we will have a college registry on IKEA’s website. The registry allows each student to select products specific to his or her liking and then share the list via email and social media to allow parents, extended family, or friends a direct link to purchase items. The items will then be bundled and available for pick up at the opening of IKEA. We will encourage incoming freshman and current college students to register with the IKEA Family program through emails and social media posts.Starting December of 2013, applications to become a part of the IKEA R?d team will be released. R?d is Swedish for advice and could be used to stand for reliable, affordable design. Two IKEA reps will be chosen for the three largest schools. The remaining schools we are targeting will have one IKEA R?d rep. The responsibilities of a R?d rep are outlined in the appendix with their prime mission being to generate IKEA Family sign-ups through their iPads. Social Media will be used to bring to life the unique experience that is IKEA. We have purchased a promoted tweet through Twitter that will run August 25th through August 30th for the store opening. Pinterest will be utilized to display IKEA’s unique interior design for inspiration. Customers will be encouraged to post pictures of their IKEA inspired dorms and apartments to Instagram, Facebook and Twitter with the hashtag #outofthebox. IKEA’s Sharespace will also be linked to social media. Countdown banners displaying the amount of time until the store opening will be placed throughout the web on popular college websites. Upon clicking these banners, individuals will be taken to the official Waltham IKEA Facebook page.A variety of playful, yet practical reasons one would need to shop at IKEA, such as “You’ll need something to cover up that pizza stain” referencing the Gul?rt rug, will be displayed in-store, on campus and also converted appropriately to billboards. We have chosen ten billboards in downtown Boston to maximize impressions. *Details outlining specifics of some tactics are outlined in the appendix. BudgetDeliverableCost breakdownTotal Cost23 R?d Reps$5,000 pay$4,500 stipend$500 iPad$230,000Flyers (5,000 across 20 campuses)$.0637 per flyer $318.5010 Billboards throughout Boston (July-September)$175,000 per month (RSA Media) $525,000370,000Direct Mail Pieces containing $10, $25, or $100 or coupons. We are projecting a 10% redemption rate.10% redeemed (3700 freshman) will receive a $100 coupon = $370,000.30% redeemed (11,100) will receive a $25 coupon = $277,50060% redeemed (22,200) will receive a $10 coupon = $222,000$869,5004,357,738 Direct Mail (production and shipment)370,000 piecesProduction- $29,600.74Shipment- $118,240$147,840.74Promoted Tweet6 days at $120,000 per day$720,000Pandora Radio commercial$125,000 per week. Run the advertisement in the 2 weeks prior to the store.$20,000 for production $270,000Promotional giveaway items (T-shirts, Koozies, bottle openers all featuring the IKEA brand)Bottle Openers: 33,000 at $.78 wholesale cost = $25,740.Koozies: 33,000 at $.65 wholesale cost = $21,450T-Shirts: 33,000 at $4.77 wholesale cost = $157,410.$204,600R?d Reps Coupon Giveaway20,000 coupons given away at a value of $20 per coupon$40,000Un-anticipated Fund allocation$1,000,000Donation to Campus Scholarships or charitable fund (in return for contact and/or support) $20,000 to 20 schools $400,000 Grand Total:$4,407,259.24Evaluation/Measurement of Success Social media plays a large role in the measurement of our campaign. The best way for us to gauge future customers is promoting the brand on various social media platforms and keeping track of the likes, mentions, retweets and follows that we receive. In addition, social media allows us the ability to track word-of-mouth for IKEA’s future customers using advanced social media analytics software that gauge their perception and excitement of the upcoming store. IKEA’s loyalty program is emphasized throughout our campaign, and also gives us important data in measuring the success of the program and the store itself. The IKEA R?d Reps will be imperative to gaining new members to the IKEA loyalty program. IKEA will be able to better track the purchases that customers make and will be able to make personalized recommendations for customers enrolled in the loyalty program. Once the store opens, coupon redemption will show us how successful our VDP direct mail pieces were. Revenue attributable to our campaign will be recorded with the scanning of every coupon. Revenue will also be tracked from online orders by IKEA Family members and the many purchases made through the Back to School Registry. The success of our plan will be measured by the number of online click through rates generated from the banner ads from that will run as a countdown to the opening of IKEA in Waltham, MA. Overall sales and profitability at the new store in its first three months of opening will be largely attributable to our campaign. The billboard advertisements we have chosen to display throughout Boston will have a total of 4,357,738 impressions alone. Campaign Creative -22860013652500Grand Opening Web Banner Ad Grand Opening Evite -571500-22860000-342900-22860000 AppendixE-mails/Social Media postsRegistry:College takes a lot; IKEA has it all. Browse our website and see all of the great products we offer for your space. Keep tabs on your favorites by using our Back to School Registry. It’s simple, sign up for your IKEA Family card to get started and receive a link to share with your family and friends so they can help you get everything you need for your fresh start! Housing: Congrats on being (name of college or university) bound! Getting ready for the next step can be confusing, luckily IKEA has everything you need in one place. From coffee mugs to bed frames, we’re here for you. You can easily create a functional and stylish new room on any budget at IKEA. Don’t forget to use the Back to School Registry and Room Planner to make sure you have all of your needs covered. Dorm Room Plans:Whether you’re moving into a new apartment or into a dorm for the first time, use IKEA’s Room Planner to see how IKEA can help you furnish a stylish, functional living space. Simply enter your room dimensions and choose from hundreds of IKEA products to see what’s best for your space and your personality! IKEA R?d Reps will receive $5,000 in pay, a free iPad and a $4,500 expense stipend. With this they are expected to: Be the face of IKEA on campus from January to OctoberDesign and host monthly promotional events on campus Distribute promotional giveaways (t-shirts, coozies, bottle-openers) Initiate social media contests within the school body Elevate brand perception of IKEA’s wide array of modern products Will receive $5,000, an iPad and a $4,500 expense budget for their marketing workAcquire customer contacts Made easy through the direct use of their iPad Competition amongst reps to get the highest percentage of their student body to sign up with IKEA Family Distribute $20 coupons at Orientation and Move-In day Man an IKEA help center on Move-In Day where extra tools & great advice can be found Post flyers around campus and keep them up-to-date ................
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