4. the
survey:
offered a $50 gift card giveaway
*survey questions in appendix b
185responses
• More than half of our respondents
have never heard of G+G.
• 77% cited Instagram as the social
platform used most or second to
most.
• More than half say that they
primarily shop in-store.
• The top 3 factors that influence
where to shop, in order:
1. Word of mouth
2. Sales
3. Advertisements
5. strengths
opportunities threats
weaknesses
• Melange
• Velvet Edge
• Established online brands & shops
• Brand Awareness
• New Location
• No online shopping ability
• On trend
• Locally Owned
• Lower price point than other
boutiques in area
• Instagram presence & aesthetic
• The 5th St Market already has an
affluent customer base
• Employees already involved with UO and
campus life
swot analysis
6. marketing & advertising objectives
media objectives
• Capitalize on re-branding opportunities at 5th Street Market
• Establish local brand recognition and generate sales at the
storefront
• Convert engagements into loyal fans and followers of G+G
• Increase in-store foot traffic and sales
• Increase engagement on social networking sites
• Increase followers on Instagram and Facebook
• Increase traffic to social networking sites and web-
site
• Attract more web traffic
• Increase accessibility for shopping online by using
Instagram
8. meet
emily:
• 21 year old female
• University of Oregon student
• Member of Tri Delta Sorority
• Attends Music Festivals,
Formals, Moms Weekend
• Has a part-time campus job
• Active on Instagram and
Snapchat
• Always looking for trendy
styles
• Loves to hike, workout, and
spend time with her friends
• Values philanthropy
17. The Spring ASUO Street Faire is great exposure for Gilt and Gossamer from our target
audience. The Spring season will attract more people and also will be a great time for Gilt
and Gossamer to showcase their Spring and Summer clothes during peak festival and
vacation times. With items like stickers, a banner and a snapchat filter featuring Gilt and
Gossamer, this will engage the target audience and spread brand awareness while also
giving the target audience a chance to shop and interact with the company.
18. Eugene’s Trendiest Boutique
#FindYourGG
glitz +
glamour
bus wraps
• 70% of 18-29 year olds commute to work
• 350,000 impressions in a month
• During the Duck Football season, this
could swell to 700,000 per month
• There arent any media spaces that can
deliver this type of audience for this
budget.
Place your message where
customers can’t turn the
page, switch stations, close
the screen, or change the
channel.“
19. Our bus wraps will be live during October and November 2018, during peak football season and back to
school shopping for our target audience. Our bus wraps will be on the LTD buses that shuttle students to and
from football games as well as their regular routes will which bring in an estimated 350,000-700,000 views a
month. With 70% of 18-29 year olds commuting to work, this will bring in the most views for our target audience
possible.
20. emu pop-up shop
• Upper amphitheater tabling through university
scheduling and event services
• Rentable central campus presence
• Showcase pop-up selection and promote the store
21. The EMU pop-up shop will happen in September during the first week of fall term during
back to school when family and students alike are in town. The EMU pop-up shop will allow
for our target audience to interact with Gilt and Gossamer on a personal level, build brand
awareness while engaging out target audience with stickers and fun accessories. The
pop-up shop will also feature an instagram contest that will build instagram engagement
while also building a larger customer emailing list.
23. online clean up
• Online presence has solid framework, but
needs refreshing
• Consolidate communication outlets
• Update established website, and keep
updating seasonallyto stay looking fresh,
and relevant.
• Cheaper than paying for a complete
website redesign.
24. Cleaning up the online presence of Gilt and Gossamer will attract new
potential customers while also maintaining its current customers. It will
provide new, updated information that will make Gilt and Gossamer more
accessible and relevant to potential customers.
26. Instead of spending large amounts of money on a online store, Instagram
offers a free option to create a Instagram shop. With our online cleanup
plan, this will allow customers to shop the Instagram and create more
online potential customers.
28. After our online cleanup, the Google Adwords will attract any consumer
searching for keywords that will direct them to Gilt and Gossamer.
Because online shopping is so important, having a strong online presence
with Google Adwords will increase recognition of Gilt and Gossamer and
bring in more customers.
30. vip experience
• Invite winner of survey sweepstakes into
the store on a select day, she can bring two
friends with her
• Give them personal shopping experience
with Melissa
• Winner can post about experience or clothing
bought
• This provides positive, organic engagement from
the winners social, which in turn increases G+G
online engagement
• Makes the G+G brand feel more human, and
conected with its audience
32. Our calendar revolves around the seasons in which Eugene is most busy/when people are buying
clothes. The Street Faire will be held during Spring term, May 9-12th when it is warm which is in line
with the clothing pieces Gilt and Gossamer sells the most. Early May is also before most festivals/
vacation plans giving people the time to shop for their summer plans which they will need cute,
new outfits for. Our second largest plan is the bus wrap. Which we have planned for October and
November of 2018 during the back to school season for the University of Oregon. This is also the kick
off of football season which means an increase in bus rides and opportunities for our Ad exposure.
The snapchat filter will be live during the street faire to increase engagement and give consumers a
fun and creative way to interact with the brand. Google Adwords will be running the entire 8 month
span to constantly be keeping Gilt and Gossamer relevant and accessible to our online consumer.
35. bus wraps
$3110 | 51%
$6000
total budget
street faire
1605 | 28%
google adwords
$1095 | 18%
instagram contest
$140 | 2%
vip experience
$50 | 1%
budget
at a glance
36. budget
details
street faire
$500 - 10x20’ space & application fee
$704 - labor for 4 days(2 employees)
$150 - 750 stickers
$171 - snapchat filter
$80 - banner
$1605
google adwords
$136.87 per month for 8 months
$1095
bus wraps
$2890 - 2 months for single bus space
$220 - vinyl cost for bonus bus
$3110
37. Most of our budget will be going towards the ASUO street faire and the bus wrap. Both of these
outreach ideas will connect with our target audience in different ways. The ASUO street faire is
on the University of Oregon’s campus, a central place for our target audience to be at. The booth
for Gilt and Gossamer at the street faire will allow for personal interaction and word of mouth, key
tools to gain more exposure so that people know more about Gilt and Gossamer. The bus wrap will
provide a larger outreach, an estimated 450,000 views after one month, to grow Gilt and Gossamer’s
brand awareness, and most importantly increase curiosity that leads to research done about Gilt
and Gossamer. Our other media strategies like stickers, banners, Google Adwords, and snapchat
filters are meant to further enhance the users experience about Gilt and Gossamer during our larger
strategies like the street faire.
40. appendix a:
contact info
Rockin’ Stickers
info@rockinstickers.com
https://www.rockinstickers.com/
Online order system
VistaPrint - (Banner Ordering)
https://www.vistaprint.com/
Online order system
LTD Advertising - Bryan Anderson
LaMar Advertising
banderson@lamar.com
EMU Scheduling and Event Services
541-346-6000
https://scheduling.uoregon.edu/
Online application form
ASUO Spring Street Faire
asuostreetfaire@uoregon.edu
541-346-0622
https://orgsync.com/49338/forms/300080
41. Do you currently live in Eugene, Oregon? (Or the surrounding area)
How old are you?
Are you a current student?
What school do you currently attend?
Are you currently employed?
What are some of your favorite hobbies?
Name your top 3 favorite restaurants in Eugene:
Tell us what your ideal weekend would consist of:
Rate each of these social media platforms in order of how
often you use them: (1: Most often, 5: Least often)
Snapchat, Instagram, Facebook, Twitter, Pinterest
Where do you get your news from?
Which ways you shop? Select all that apply:
Online, In-store, Hybrid (Buy online pick up in-store)
How do you PRIMARILY shop? Select one:
Online, In-store, Hybrid (Buy online pick up in-store)
How often do you go shopping in-store for clothes/shoes/accessories?
How often do you shop online for clothes/shoes/accessories?
How do you decide where to shop? (Both online and in-store) Select all
that apply:
Word of mouth/Recommendation from friends, Advertisements, sales,
bloggers, popular accounts on social media, or fashion magazines
How do you PRIMARILY decide where to shop? (Both online and in-store)
Select one:
Word of mouth/Recommendation from friends, Advertisements, sales,
bloggers, popular accounts on social media, or fashion magazines
Does carrying a certain brand influence where you shop?
How much of an influence do brands have on where you shop? (1-5)
How much do you value shopping from local businesses? (1-5)
Describe what factors influence that decision: (Price, Convenience,
Service etc.)
Does the level or quality of Customer Service given, impact where you
shop?
How much does Customer Service impact where you shop?
How much does Customer Service impact where you shop?
What is your favorite example of a brand’s charitable or philanthropic
work?
Have you heard of Gilt and Gossamer?
appendix b:
survey questions
