3.
3
Executive
Summary
The
Outskirts
is
an
Ottawa
local
retailer
specializing
in
high-‐end
women’s
fashion.
They
have
been
in
the
city
for
30
years
and
are
a
very
exclusive
shop
in
terms
of
providing
something
unique,
yet
different.
They
believe
that
older
women
should
have
the
proper
means
to
remain
fashionable
in
a
rapidly
changing
world.
By
bringing
a
world
class
shopping
experience,
they
have
become
somewhat
known
as
a
“destination
store”.
They
carry
very
unique
lines
of
clothing,
primarily
European
brands,
but
they
also
carry
Canadian
brands
as
well.
Even
though
they
are
based
in
Ottawa,
they
service
customers
from
all
over
Canada.
This
is
made
possible
thanks
to
their
unique
in
store
brands,
as
well
as
custom
fittings
and
special
orders.
They
have
a
very
large
and
active
mailing
list,
and
are
also
highly
recommended
through
word-‐of-‐mouth
by
their
clientele.
The
Outskirts
has
a
unique
niche
market
which
historically
was
focused
on
the
audience
of
“older”,
or
as
they
prefer
to
say,
“mature”
women,
defined
as
age
55+,
with
a
HH
income
of
medium
to
high
*($70,000+),
and
living
in
the
Ottawa/Gatineau
region.
Because
of
their
increasing
popularity
and
growth,
they
have
noticed
a
slightly
younger
age
group
shopping
at
their
store.
This
now
shows
their
target
as
35+,
with
a
HH
income
of
medium
to
high,
living
in
the
Ottawa/Gatineau
region.
The
demographics
consists
of
all
women
in
that
age
range/income
range,
therefore
it
lends
itself
well
to
further
research
by
distinctive
category,
such
as
widowed,
married,
or
level
of
education.
The
Outskirts
wants
to
advertise
in
order
to
reach
new
clients,
as
well
as
bring
awareness
from
current
customers,
or
people
familiar
with
their
product
lines.
By
advertising
twice
in
the
SAT
Ottawa
Citizen
print,
once
in
the
M-‐F
Ottawa
Citizen
print,
once
in
In
Style
magazine,
and
one
digital
component,
The
Outskirts
can
promote
special
sales,
increase
brand
awareness,
as
well
as
increase
foot
traffic
in
their
location.
4.
4
Situation
Analysis
Internal
Factors
-‐
Promotional
Organization/Capabilities
The
Outskirts
has
a
very
successful
mailing
list.
Included
within
this
list
are
special
discounts
that
only
receivers
of
this
“direct
mail”
service
receive.
They
are
able
to
promote
their
own
special
sales
due
to
the
unique
brands
that
they
carry.
For
example,
they
have
the
biggest
selection
of
Not
Your
Daughter’s
Jeans
and
every
year
they
bring
in
extra
styles
for
a
weekend
sale.
-‐
Previous
promotional
programs
To
each
client
registered
in
The
Outskirts
mailing
list,
The
Outskirts
provides
a
free
gift
card
as
a
personalized
Birthday
gift.
Each
gift
card
has
a
value
of
$50
dollars
and
is
a
big
promotional
piece.
Sweater
event
is
happening
this
fall
to
help
customers
get
ready
for
the
cooler
months.
-‐
Firm/Brand
Image
High-‐end
clothes
targeted
at
females,
aged
35+
while
being
focused
on
service.
They
treat
customers
like
family,
even
to
the
point
of
respectfully
helping
the
elderly
or
disabled
customers
getting
dressed
in
their
clothes
but
only
when
requested
by
the
customers.
They
provide
custom
fitting
and
orders
of
specially
designed
clothes.
The
best
way
to
describe
them
is
“Good
Service,
Good
People,
Good
Relationships,
makes
Good
Business”.
They
are
considered
as
a
destination
store,
not
a
walk
by
store.
-‐
Product/Service
strengths
and
weaknesses
The
Outskirts
carries
very
unique
styles,
as
well
as
brands
only
made
available
in
Ottawa
at
their
store.
They
have
plenty
of
free
parking,
close
to
the
entrance
of
the
store.
Direct
mailing
list
has
thousands
of
receivers,
plenty
of
them
not
even
in
the
city.
They
do
how
ever
restrict
themselves
to
an
older
demographic.
This
is
both
beneficial
as
it
is
a
weakness.
5.
5
External
Environmental
Factors
-‐
Customer
behavior
analysis
Customers
come
to
the
Outskirts
from
all
around
Ottawa
and
surrounding
areas,
including
Toronto
and
Kingston.
Customers
love
the
variety
and
uniqueness
of
clothes
offered
that
cannot
be
found
in
store
anywhere
else.
The
service
is
loved
and
shopping
there
is
an
experience,
not
a
chore.
-‐
Competitive
Analysis
The
Outskirts
is
in
direct
competition
with
Shepard’s.
Because
the
location
in
Bay
Shore
just
got
shut
down,
a
lot
of
customers
are
flowing
over
to
the
Outskirts.
The
second
location
for
Shepard’s
is
more
targeted
at
the
people
downtown,
and
even
then
the
parking
is
terrible,
so
therefore
the
Outskirts
is
even
seeing
those
customers
head
over
their
way.
Online
retailers
are
a
small
threat,
but
because
the
Outskirts
is
more
of
a
word
of
mouth
and
“the
place
to
shop”,
customers
come
in
to
enjoy
the
experience.
-‐
Environmental
Analysis
The
Outskirts
is
a
very
exclusive
shop.
They
have
a
very
niche
market
that
they
target.
They
believe
that
older
women
should
have
the
chance
to
look
good,
and
young.
They
strive
to
bring
a
world
class
shopping
experience,
but
also
to
provide
a
service.
-‐
Market
size
and
growth
The
geographic
segmentation
for
the
Outskirts
is
literally
the
entire
city
of
Ottawa,
Toronto,
and
Kingston.
They
have
customers
that
drive
up
from
Toronto
because
the
fashions
and
brands
needed
are
not
available
where
these
customers
live.
The
Outskirts
have
the
opportunity
to
be
“The
Place
to
Shop”.
They
have
been
around
for
30
years,
meaning
that
they
have
firmly
set
themselves
in
Ottawa.
-‐
Consumer
trends
-‐
Looking
fit
-‐
Being
“younger”
-‐
Being
social
-‐
Seasonality
The
move
into
the
2
major
seasons,
(Summer
and
Winter),
are
the
biggest
times
for
6.
6
the
Outskirts
to
promote,
move,
and
bring
in
different
inventory.
Winter
is
a
big
time
of
the
year,
what
with
many
special
events,
as
well
as
Christmas.
Each
birthday
of
the
valued
customers
on
the
mailing
list
could
also
be
considered
as
being
a
part
of
the
“Seasonality”
category.
-‐
Major
Events: -Mothers
Day
-‐
Not
Your
Daughter’s
Jeans
Event
-‐
Sweater
Weekend
-‐
Entire
month
of
November
(when
new
brands
are
brought
in
from
shows
as
well
winter
clothing)
SWOT
(S)
- “Trendy”, unique designs offered.
- Strong customer service experience
- Lots of parking
- On a major public transit route
- Wide selection of choices at multiple price points
- Store space
-
(W)
- No social media presence
- Targeting only an older market
- Prices too high (perceived value may not be seen by all
customers)
- Website is very basic
(O)
- Target a slightly younger audience
- Expand brand image within Ottawa/Gatineau
- Fashions are always changing (bring in new styles)
(T)
- Location and construction
- Popularity declining in favor of The Outskirts
- Competition doing similar promos
- Economy
- Fashions are always changing (having old inventory that
was considered new only months before)
7.
7
Problem/Opportunity
The Outskirts has been in Ottawa for 30 years (24 years at the current location). Their
main problem is reminding people that they exist. Yes, they have thousands of people on
their mailing list, as well as people spreading news via word of mouth, but The Outskirts
would like to reach more customers as well. By doing so, they have the opportunity to
increase foot traffic, brand image and recognition, as well as having the means to include
newer lines of clothes.
Target
Audience
Profile
Demographic
o Women
Aged
35+
(Retired,
Widowed,
Married,
etc.)
o HH
income
of
$70,000+
o Ottawa/Gatineau
Region
! Secondary:
Brockville,
Toronto
Psychographics
o Go
out
to
special
occasions
(weddings,
dinner
parties,
etc.)
o Business
professional
o Personally
may
not
of
gained
a
secondary
education
Consumer
Insights
o Enjoys
a
sense
being
“fashionable”
o Wants
to
look
young
o Looking
for
smart,
casual
formal
wear
o Felt
as
if
they
are
being
looked
after
(customer
service
experience)
Overall
Communications
Objective/The
IMC
Mix
The
Outskirts
want
to
encourage
their
target
audience
to
shop
at
The
Outskirts
for
all
of
their
fashion
needs
for
every
sort
of
occasion.
They
also
want
to
increase
awareness,
promote
events/sales,
and
to
include
valuable
information
to
clients.
To
achieve
this
The
Outskirts
uses
a
combination
of
advertising,
sales
promotions,
and
direct
mail.
8.
8
Positioning
Strategy
The
Outskirts
should
use/does
use
the
End
Benefit
positioning
strategy.
This
particular
strategy
leads
to
a
positive
outcome.
-‐ The
Outskirts
provides
smart,
fashionable
clothes
in
a
relaxing,
and
friendly
environment
that
has
an
overall
value
seen
by
the
consumer.
Advertising
Objective
The
Outskirts
advertising
objective
is
to
reach
new
customers,
as
well
as
to
maintain
awareness
of
current
customers/consumers
who
know
of
their
store.
Creative
Brief
Objectives
The
Outskirts
want
to
establish/maintain
the
image
of
being
an
upscale
shop,
with
exclusive
clothes.
They
want
to
promote
new
fashion
lines
that
they
acquire
from
a
variety
of
fashion
shows,
as
well
as
special
promotions
that
they
run.
They
have
a
very
successful
mailing
list
that
is
sent
to
customers
via
email
that
has
potential
to
grow.
Reaching
a
bigger
demographic,
while
reinforcing
their
market
position
within
the
city
is
important,
as
well
as
increasing
brand
awareness
for
the
business.
The
Outskirts
wants
to
position
itself
as
an
amazing,
family
like
service,
that
lets
women,
feel
good
in
what
they
wear,
as
well
as
having
the
option
to
special
order
clothing
while
reaching
more
of
their
audience.
Target
Audience
The
Outskirts
has
a
very
niche
market.
Focusing
on
the
audience
of
“older”
women,
defined
as
age
55+,
with
a
HH
income
of
medium
to
high
*($70,000+),
and
living
in
the
Ottawa/Gatineau
region.
Because
of
their
popularity
and
growth,
they
have
started
to
notice
a
slightly
younger
age
group
coming
through
their
front
doors.
This
now
shows
their
target
as
35+,
with
a
HH
income
of
medium
to
high,
living
in
the
Ottawa/Gatineau
region.
The
Outskirts
is
labeled
as
a
“destination”
store.
This
defines
them
as
“the”
place
to
go
for
high-‐end
fashion.
They
see
a
lot
of
customers
coming
from
Toronto,
and
even
9.
9
Kingston.
Because
The
Outskirts
main
audience
resides
here
in
Ottawa/Gatineau,
the
target
for
The
Outskirts
remains
within
the
city
of
Ottawa/Gatineau,
although
they
definitely
have
strengths
in
other
cities
as
well.
Their
target
audience
enjoys
having
the
latest
fads,
and
usually
goes
out
for
special
occasions.
The
women
do
not
necessarily
have
a
post
secondary
education.
They
live
in
all
sorts
of
different
living
arrangements,
and
drive
as
well
as
use
public
transit.
Because
they
do
attract
an
“older
crowd”,
some
clients
can
either
be
retired,
or
working
from
home.
Key
Consumer
Benefit
Finding
high
end,
fashionable
clothes
that
allow
their
target
market
to
feel
good
as
well
as
look
good.
Included
in
this
benefit
is
the
option
to
also
have
clothes
custom
fitted,
ordered,
and
shipped
to
the
retail
location
from
the
retail
location.
Support
The
Outskirts
not
only
has
great
staff,
but
a
very
wide
selection
of
clothes.
They
have
an
amazing
direct
mailing
list
that
reaches
thousands
of
subscribers.
They
go
to
multiple
fashion
shows
each
year
to
find
the
latest,
and
greatest
fashions
that
are
in
demand
from
the
consumers.
They
have
bowls
of
treats
throughout
the
store
for
shoppers
to
consume
while
browsing.
They
provide
custom
sizes
for
different
designs,
as
well
as
even
help
some
of
their
patrons
with
fittings.
Tone
and
Manner
The
Outskirts
are
very
knowledgeable
in
the
services
and
goods
they
provide.
They
show
that
they
care
about
the
quality
of
their
products,
as
well
as
the
well
being
of
their
customers.
They
have
a
wide,
open
layout,
which
is
very
relaxing
and
easy
on
the
eyes.
Media
Media
Objectives
The
Outskirts
reaches
out
to
an
older
audience
defined
as
55+,
but
they
have
started
to
see
a
younger
crowd
coming
through
their
doors.
Their
total
target
audience
is
now
35+
year
old
women,
who
live
in
the
Ottawa/Gatineau
region.
The
Outskirts
wants
to
reach
this
audience,
while
reaching
new
customers.
They
want
to
remind
current
customers
about
the
brand
and
promote
special
sales
to
drive
revenue.
Media
Strategy
• 2
black
and
white
ads
in
the
Ottawa
Citizen
Sat
print,
and
1
black
and
white
ad
in
the
Ottawa
Citizen
M-‐F
print.
This
reaches
40%
of
their
target
audience,
with
an
average
10.
10
freq.
of
2.45%.
Each
ad
will
be
700
lines
each,
totaling
2100
lines
(10.5”x70agates).
Each
ad
will
be
4
months
apart,
making
this
campaign
a
pulse
campaign.
Each
ad
targets
a
certain
time
of
year.
The
first
ad
will
be
run
March
31’st,
the
second
one
in
August,
and
the
third
one
in
December.
On
the
last
ad
in
the
Saturday
print,
a
1
half-‐
page
ad
(8”x4.75”)
will
also
run
in
In
Style
magazine.
(See
attached
blocking
chart
for
cost
and
run.
All
information
is
taken
from
the
Ottawa
Citizen
Media
Rate
Cards)
• Big
Box
to
be
displayed
on
the
Ottawa
Citizen
website
under
the
Life-‐Style
category
(http://www.ottawacitizenstyle.com/).
This
will
link
people
to
The
Outskirts
website
mailing
list
page,
where
they
will
see
the
mailing
list
sign
up
as
well
as
the
perks
to
joining.
• By
advertising
with
the
Ottawa
Citizen,
The
Outskirts
will
be
able
to
reach
exactly
what
they
are
going
for.
Again,
with
the
now
combined
target
of
35+,
they
are
reaching
a
bigger
demographic
of
readers
currently
indulging
themselves
into
the
Citizen,
with
the
majority
of
it
coming
from
the
physical
paper
itself.
With
the
digital
age
growing
bigger
and
faster
than
ever,
most
of
the
audience
targeted
by
The
Outskirts
is
of
a
past
generation,
so
using
a
mobile
APP
may
not
be
beneficial,
both
for
budgetary
reasons
and
for
reach.
With
that
being
said,
almost
everyone
now
has
a
computer
to
keep
in
touch,
so
utilizing
the
website
would
be
a
very
good
possibility.
This
graph
shows
the
2
top
possible
ways
to
run
the
3
ads
in
the
Citizen
for
The
Outskirts.
Even
though
the
3
ads
split
between
the
Sat
and
M-‐F
issues
have
a
higher
Net
Reach,
the
frequency
is
well
balanced
with
the
3
ads
in
the
Sat
issue.
Both
are
great
options
with
very
good
numbers
towards
reaching
the
target
audience.
11.
11
IMC
Tool:
Sales
Promotion
(Coupons/Premium
offers
via
Insertions)
Objective
• By
using
coupons
exclusive
to
The
Outskirts,
consumers
will
be
more
likely
to
shop
there
instead
of
the
competitors.
The
objective
is
to
include
something
with
perceived
value
that
will
win
over
consumers
from
the
competition.
Strategy
• The
strategy
is
to
include
these
coupons
within
different,
local
coupon
books
within
Ottawa/Gatineau,
Kingston
and
Toronto.
Tactics
• When
an
insertion
is
placed
for
a
certain
promotion,
a
coupon/insertion
will
be
included
around
the
busy
months,
especially
November
and
April
(the
two
busy
months
when
the
seasons
change).
