1. Dare to dELiA*s
DMEF Collegiate ECHO Challenge Sarah Guckert | Christine Miller | Donais Deetz May 17, 2013
dare to dELiA*s
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

2. Challenge
Create
an
integrated
marketing
campaign
to
expand
brand
presence
online
and
increase
awareness
among
the
dELiA*s
target
market
with
a
particular
focus
on
introducing
the
brand
to
12-­‐14
year
olds
— Time
Frame:
July
18th-­‐
September
21st
2013
— Target
Market:
Female
consumers
ages
12-­‐17
— Budget:
$500,000
DMEF Collegiate ECHO Challenge Sarah Guckert | Christine Miller | Donais Deetz May 17, 2013

3. Product
Analysis
— What
does
dELiA*s
offer?
— Specialty
apparel,
footwear
and
accessories
for
trend-­‐
setting
female
consumers
— Wide
assortment
of
brand
name
and
private-­‐label
merchandise
— Multichannel
retail
presence
with
in-­‐store,
e-­‐commerce
and
catalog
mail
order
options
— Many
product
categories
including
jeans,
shirts,
swimwear,
footwear,
accessories
and
dresses
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

4. Brand
Analysis
— dELiA*s
brand
attributes
include:
— Fun
— Playful
— On-­‐trend
— dELiA*s
must
gain
stronger
brand
recognition
in
the
highly
saturated
women’s
apparel
market
and
implement
unique
promotional
tactics
that
appeal
to
its
Zinancial
and
marketing
limitations
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

5. Campaign
Objectives
— Highlight
dELiA*s
as
the
superior
brand
for
seasonal,
on-­‐trend
apparel
and
accessories
— Position
dELiA*s
as
an
enticing
and
relevant
multichannel
shopping
destination
— Increase
the
interactivity
to
persuade
existing
customers
to
return
to
dELiA*s
and
inZluence
new
customers
to
try
dELiA*s
on
for
size
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

6. SWOT
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

7. Research
Findings
We
Dare
to
be
Different
— Growing
up
in
an
age
when
being
different
is
acceptable
and
even
gloriZied
by
celebrity
status,
being
able
to
stand
out
from
the
crowd
is
a
top
priority.
The
dELiA*s
consumer
is
on
the
brink
of
forming
her
personal
brand
image,
and
it
better
not
be
the
same
as
her
best
friend’s.
Instagram
and
Wanelo
are
outlets
constantly
used
to
showcase
her
unique
viewpoint.
We
Dare
to
Selectively
Share
— Facebook
is
over.
The
dELiA*s
consumer
has
been
well
informed
of
the
dangers
of
over
sharing
online
and
has
no
wish
to
be
on
a
social
media
website
with
grandma
and
grandpa.
Instead,
selective
sharing
is
employed.
Social
media
has
speciZic
unwritten
rules,
and
when
the
norms
are
broken
by
these
girls,
the
backlash
can
be
severe.
The
dELiA*s
consumer
is
aware
that
everything
she
posts
is
liable
to
commentary
and
feedback
from
her
peers.
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

8. Research
Findings
We
Dare
to
be
Aware
— As
information
is
readily
available
on
a
variety
of
channels,
the
dELiA*s
consumer
prides
herself
on
being
well
informed,
opinionated
and
aware.
With
the
sheer
volume
of
information
available,
the
dELiA*s
consumer
is
not
concerned
with
the
minute
details
of
an
issue
but
rather
with
the
140
character
version.
The
dELiA*s
consumer
is
exposed
to
as
much
information
as
any
adult
and
she
therefore
expects
to
be
treated
as
such.
Focus
Group
Collage
Images
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

9. IMC
Objectives
— Deliver
a
brand
experience
that
is
bold,
unexpected
and
daring.
— Strengthen
brand
recall
by
existing
dELiA*s
consumers
and
introduce
new
dELiA*s
consumers
to
a
spectacular
mix
of
daringly
simple
messages
about
the
brand
that,
in
turn,
transfer
to
the
product
assortment
all
consumers
need
in
their
collections.
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

10. Target
Market:
Demographic
12-­‐14
year
olds
15-­‐17+
— Young
teen
girls
in
Jr.
High
or
just
entering
High
School
— 2011
U.S.
Census
population
estimate
of
10,132,739
— Segment
expected
to
grow
23.7%
by
2016
according
to
Simply
Map
— High
School
females
— 2011
U.S.
Census
population
estimate
of
6,174,638
— Segment
expected
to
grow
4.37%
by
2016
according
to
Simply
Map
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

11. Target
Market:
Geographic
— dELiA*s
currently
has
storefronts
in
33
states
— E-­‐commerce
platform
and
catalogs
extend
the
brand’s
nationwide
reach
— California,
Texas,
New
York,
Florida
and
Illinois
have
the
highest
statewide
population
of
12-­‐17
year
old
girls
— Looking
at
the
data
as
a
percentage
of
the
entire
population,
Utah,
Texas,
Idaho,
Mississippi
and
Kansas
have
the
highest
percentage
of
teenage
girls
— Texas,
New
York,
New
Jersey,
Florida,
Illinois,
Massachusetts
and
Ohio
are
states
where
dELiA*s
has
the
highest
number
of
stores
per
state
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

12. Competitive
Analysis
Abercrombie
and
Fitch
• 17%
of
the
teen
fashion
market
share
• 946
storefronts
internationally
• DiversiZied
brand
portfolio:
Abercrombie,
Abercrombie
Kids,
Hollister,
Gilly
Hicks
• Traditional
East
Coast
image
Forever
21
• Broad
and
deep
assortment
of
branded
merchandise
for
men
and
women
• 550
storefronts
internationally
• Aggressive
focus
on
fast
fashion
• Recent
legal
issues
surrounding
originality
of
design
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

13. Media
Strategy
&
Vehicles
The
dare
to
dELiA*s
campaign
promotes
a
rebellious,
intelligent
and
daring
brand
image
by
entering
a
two-­‐way
conversation
with
potential
and
existing
dELiA*s
consumers
asking
them
to
share
ways
they
dare
to
stand
out
while
promoting
dELiA*s
own
daring
brand
image
through
integrated
traditional
and
new
media.
Traditional
Media
• Direct
Mail
(Postcard
Invitations)
• Print
(Teen
Vogue
and
Seventeen)
New
Media
• Internet
• Social
(Facebook,
Twitter,
Instagram,
Vine,
YouTube)
• Email
• Philanthropy
and
Public
Relations
(#DeliasDare
Brand
Ambassador
Program)
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

14. 8
Week
Media
Schedule
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

15. Creative
— Creative
strategy
objectives
are
centered
around
dare
to
dELiA*s
as
the
unifying
idea.
Consumers
in
each
targeted
segment
will
be
empowered
to
engage
in
the
lifestyle
evoked
by
interactive
dare
statements
communicated
by
dELiA*s.
— Key
themes:
— dare to share
— dare to discover
— dare to explore
— dare to experiment
— dare to practice
— dare to question
— dare to rebel
— dare to join
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

16. Style
+
Tone
Style
— dare
to
dELiA*s
creative
will
be
styled
to
match
the
motivations
and
personality
of
the
dELiA*s
girls
in
each
age
segment.
Each
creative
piece
will
include
either
a
girl
representative
of
the
dELiA*s
consumer
or
text
intended
to
capture
the
spirit
of
the
#DeliasDare.
When
a
consumer
is
represented
in
the
creative,
the
girl
will
be
shown
by
herself
rather
than
in
a
social
group.
Her
face
will
not
be
revealed
in
the
creative.
Rather,
emphasis
will
be
positioned
around
a
garment
from
the
back-­‐to-­‐school
assortment.
The
garment
will
be
depicted
in
a
daring
number
of
ways
to
style
the
garment.
The
combination
of
a
strong,
yet
ambiguous,
girl
coupled
with
the
interactive
nature
of
the
dare
to
dELiA*s
message.
Tone
— dare
to
dELiA*s
creative
will
use
a
tone
that
is
adventurous,
bold
and
exciting.
It
will
use
language
that
is
relevant
to
both
target
audiences
and
invoke
a
feeling
of
curiosity
to
drive
consumers
to
the
dELiA*s
website,
storefronts
and
social
media
platforms.
The
tone
will
be
inspiring
and
aspirational
to
generate
the
desire
for
a
shopping
experience
beyond
a
simple
transaction.
The
messaging
will
be
short,
concise,
consistent,
and,
simultaneously,
rebellious.
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

17. Creative
Sample
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

18. Budget
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013
Total
Tradi*onal
$364,640
Total
New
$100,000
Total
Social
$26,480
Miscellaneous
$8,880
Total
Budget
$500,000

19. Campaign
Results
+
ROI
Media
Measurements
and
Evaluation
— Track
click-­‐through
trafZic
and
conversion
rate
of
banner
advertisements
— Track
the
number
of
redeemed
#DeliasDare
direct
mail
postcard
invitation
codes
— Track
Instagram
#DeliasShare
winners,
tags
and
mentions
— Track
Twitter
and
Vine
followers,
re-­‐tweets,
favorites
and
mentions
using
Sprout
Social
— Track
Facebook
fans,
posts
and
interactions
using
Sprout
Social
— Track
YouTube
views,
posts
and
mentions
using
Sprout
Social
— Track
email
open
rates
and
the
number
of
promotional
codes
redeemed
Projected
Results
and
ROI
— Garner
6,780,000
impressions
via
traditional
and
new
media
— Acquire
65,349
conversions
via
traditional
and
new
media
— Generate
$4,723,104
in
campaign
generated
revenue
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013

20. dare
to
dELiA*s
DMEF
Collegiate
ECHO
Challenge
Sarah
Guckert
|
Christine
Miller
|
Donais
Deetz
May
17,
2013