This is a speculative campaign for educational purposes only. Created as a coursework for an advertising class. I do not own the rights to use of Laura Ashley, Inc. for lucrative purposes. No copyright infringement intended.

1. Laura Ashley
Isaac Consultants

2. Table of Content
• Background
• Situation Analysis – Secondary Research
• SWOT
• Key Problem
• Key Strategic Campaign Decisions
• Message Strategy
• Media Plan

3. Background
• Started in London 1953
• Inspired by Victorian English designs
Laura Mountney

4. Situation Analysis
Secondary Research
• Traditional values and style became outdated
• Company closed stores in the U.S. and Canada
• Successfully repositioned in England

5. Situation Analysis - SWOT
• Strengths:
Victorian prints
with re-designed
modern styles
• Weaknesses:
Negative brand
Image perception
causing loss of
market share among
women 25-35 years old

6. Situation Analysis - SWOT
• Opportunities:
- First company to come
out with the Victorian
print design in clothing
in history
- Victorian prints clothing
& lingerie is blooming in
U.S. fashion
• Threats:
- Competition such as Bebe and Banana Republic among many
others brands have their own stores, branding and market share
Key Problem: Negative image perception and loss of market share

7. Key Strategic Campaign Decisions
• Communication Objective
• Target Audience
• Brand Position
• Campaign Strategy

8. Key Strategic Campaign Decisions
• Communication Objective
To increase brand awareness and
change brand image by increasing 20
percent reach among target audience
by December 2015

9. Key Strategic Campaign Decisions
• Target Audience
25 to 35-years-old working women

10. Key Strategic Campaign Decisions
Brand Positioning Laura Ashley as “The unique &
elegant Victorian L.A. style of
today’s fashion” among target
audience.

11. Key Strategic Campaign Decisions
Campaign Strategy
Enhance brand Image as the next elegant Victorian of
today’s L.A. Fashion Increase reach by 20% among
target audience
• European new designs
• Anne Hathaway celebrity endorser
• U.S. Website, social media updates
• Introduce new styles by seasons

12. U.S. Website
OUTDATED, OLD APPEAL, LIMITED AMOUNT
OF CLOTHING CHOICES

13. U.K. Website
Trendy fashion, young and elegant appeal!

14. Message Strategy
• Message Objective
• Key Consumer Insight
• Big Idea
• Message Design and Execution - Ad

15. Message Strategy
• Message Objective
 Touch heart  creates feelings  L.A. Fashion
Using social and traditional media to reach 20% of our
target audience by December 2015

16. Message Strategy
• Key Consumer Insight
Our insights are the motivations
behind our target audience: They
like fashion, elegance, formal
clothing and latest LA trends.

17. Message Strategy
• Big Idea
= Fashionable
= ->
It creates a psychological and
emotional appeal in our target
audience

18. Message Strategy
Anne Hathaway
Message Design and
Execution

20. Anne Hathawaymeans…
“Style… in today’s LA fashion”
“Victorian
Elegance...”

21. Be a Star in Today’s L.A. Fashion!
Visit us on
And

22. Media Plan
 Media Objective
 Media Strategy
 Vehicle Selection
 Scheduling
 Budget

23. Media Plan
• Media Objective
Use target reach objective of 20 percent of our target
audience by December 2015 through social media, websites,
SEM and traditional media.

24. • Media Strategy
Media Plan
We will enhance and run promotions through social
media platforms, U.S. Website and use traditional media:
 Facebook -> Updates, interactions, insights, evaluation
 Twitter -> Interactions, insights
Hashtag: #Ucanwearit2
 Traditional Media -> Targeted
magazines

25. Media Plan
• Vehicle Selection
Social Media, Laura Ashley U.S. Website
Magazines like Elle, Vogue, and InStyle

26. Media Plan
• Scheduling
• Execution from January 2015 to December 2015
• Put Ads in high fashion magazines
• Update Facebook and Twitter

27. Media Plan
Budget
• $30.5 million
• 15% Advertising Campaign
• Anne Hathaway, traveling expenses, Advertising
and Social Media costs

28. Conclusion
• Increase Brand Awareness
• Change Brand Image
• Grab Attention (Ann Hathaway)
• Use traditional and social media: Ads, Facebook, Twitter