christine valmy india - btl activation ideas - revised - 26-12-2013
TRANSCRIPT
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Christine Valmy India
BTL Activation Plan
Presentation by
Wings Brand Activations (I) Pvt. Ltd.
Date: 13th December 2013
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Contents
Activation Brief
Objective of the Activation
About the Services
Brand Personality of the Company
Problem Areas
U.S.P of the Services
Target Audience
Touch Points
Activation Campaign
Rationale of the Campaign
Activation Strategy
Activation Ideas
Activity Flow
Desired Result
Procedures
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Activation Brief
Create awareness about the CV Beauty Academies across Mumbai
To entice the T.G to visit the academy situated in Andheri and register themselves for the courses offered
Focus on the middle-class rather the premium class for the activations
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Objective of the Activation
Generate Leads
Convert leads into Registrations
Awareness among the Target Group
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Brand Personality of the Company
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Problem Areas
Lack of Awareness about
the academy
Shift of T.G from
Premium to Middle
Class
Less Registrations for
the courses
Beauty care seen as an
optional course in India
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U.S.P of the Services
Only school in India offering American Diplomas & Certificates
18 career oriented modules for both beginners and professionals
Secure employment even before students graduate. In addition, CV conducts on campus placement sessions
Variety of career choices
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Target Audience
SEC A/B+/ B
Upper Middle Class Middle Class
Females, Girls, Woman (Age: From 18 years to 30 years)
Locality Suburbs (Santacruz to Malad)
Profession Students, Housewives etc
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Touch Points
Societies Malls Colleges
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ACTIVATION CAMPAIGN
Beautiful You: Today. Tomorrow. Forever.
Or
Beauty is all about Confidence and Christine Valmy
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Rationale of the Campaign
Wide plethora of courses offered
Beauty as a career is very professional
Reasons to be beautiful by yourself
A lot of hands-on practice
With this, the student can gain confidence and get more career opportunities
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Activation Strategy
We could have a 3 fold strategy which can be as follows:Pre-hype
Awareness building/ Teaser Campaigns
Main Activity
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Activation IdeasS
oci
etie
s Referral Schemes
Beauty Care Sessions
Dress up
Mal
ls Makeover Mania
Catch the CV Voucher
Interactive Make-up artist games
Co
lleg
es Beauty Education Tie-up
Free Beauty Consultation
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Societies
Referral Schemes
Beauty Care Sessions
One-Minute Games
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Referral Schemes
Referral marketing is one of the method to promote the courses or services to new customers in the societies
We shall be having pre-hype posters put up at the society addressing about visiting the CV website for free trial/ make-up
sessions at the CV academy
This shall lead to visiting the website and in turn generating footfalls in the academy for the free trial session for all the society
female members
As they experience the make-up sessions, they will be given a reference coupon with a unique coding for referring students/
customers for the academy
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Contd.
This shall give CV representatives the database to follow-up
During the society activations, the customers can invite their reference friend for the activity
The referred customer needs to show the code through which they have been referred for them to enroll for the
courses on offered discounts
With this, they will get initial offer on the courses
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Contd.
This will create potential word-of-mouth publicity among the peer groups and target audience
We shall be able to tap and develop network of customers and increase the number of sales and awareness through
this
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Beauty Care Sessions
To give them an insight about the brand CV, we shall give them a practical feel about the courses and the training
We will have a beauty instructor with professional branded apron at the society who shall give them on
beauty tips
She shall select one participant from the crowd and give her a practical make-up with Christine Valmy products
The participant will be experiencing the make-over with the help of a beauty instructor
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Contd.
Beauty instructor will be doing the participants hair and nails
After the make-up the beauty instructor shall be explaining them about the benefits of the courses and the
job opportunities that comes along
Emphasis will be on the offers available and the referral schemes
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Dress-up!
It will be a one-minute game which shall engage the audience with beauty contest
We shall have various props like mannequins, wigs, nail paints etc
There will be 2 participants in this game who will take part
Each shall be given a timeline of 1 minute to dress the mannequin like a model
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Contd.
The participant who has dressed the mannequin perfectly will be the winner
They shall be given a branded photo jacket from CV
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Malls
Makeover Mania
Catch the CV Voucher
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Makeover Mania
We shall have a space designed with closed set-up which looks like a parlor
There will be an AV playing of the classroom and the company outside the set-up
There will be beauticians who shall be stationed inside the set-up
Emcee shall interact with the crowd and invite them for a makeover
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Contd.
The participants who goes inside the set-up will get a makeover
There will be one beauty expert who shall give them handy beauty tips and also suggest beauty as a career
Once the makeover is done, we shall handover the information booklet about the academy and invite them to
join in
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Catch the Voucher
We shall design a chamber wherein different vouchers will be kept
Only 1 participant will be allowed to go in that chamber and the vouchers will fly with the help of a blower
Participant needs to catch as many vouchers in 30 seconds to avail a free hair-cut or nail-art from the tie-ups that they
have like Enrich, B:Blunt etc
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Interactive Make-up Artist
Well, get your blush ready and lets see how the audience are Maked-up of
We shall be having an interactive screen wherein the image will be popped up for the participant to see how the
image is designed
There will be a specific time given to make-up the image as per the given image shown earlier
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Contd.
Whoever does the make-up properly and in less time shall be entitled to get freebies and vouchers from Christine
Valmy
The screen can have company branding and models whom players can dress and make up
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Colleges
Beauty Education Tie-up
Beauty Care Sessions
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Tie-ups with colleges
Having a tie-up with fashion academies and explaining them about the CV academy
We shall keep a stall with a CV representative wherein students can register themselves for the academy from the
colleges
As a part of initial registration we can keep some discounts for the early birds
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Free Beauty Consultation
Same as Societies
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Activity Flow
Main Activity
Awareness Builder
Teaser Teaser Breaker
Pre-Hype
E-mailers Posters
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Pre Hype
E-mailers to all the society and colleges
Social Media Campaign through Facebook and Twitter for all the activities and registrations
Posters to be put up in Societies and Colleges about the activity
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Awareness Builder
Teaser CampaignWhos the beauty expert in your society?
Wouldnt you be excited to have a free trial at our academy? For more details visit our website, register and get a makeover!
Is that you who is the stylist?
Ever wondered to work as a hair stylist?
Looking for a make-over? If you want some, come get some
Teaser BreakerBe Beautiful
Beauty lies in Confidence and C.V
C.V guarantees Job in your own beauty field
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Main Activity
All the activities mentioned in the touch points
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Desired Result
Expectation of registration in all the touch-points with maximum turn-out
Creating awareness about the brand in suburbs
More offers given to students
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Procedures
Locating the right places of the activity
Getting proper permissions during the activity
Evaluating the markets and the TG in that specific locations
Avoiding any kind of legalities during the activity