CampaignBy

Executive Summary

i

dELiA*s has established itself as a trendy retailer for teen girls that offers the latest clothes, shoes, and accessories. dELiA*s appeal is widespread and spans teens between the ages of 12-19. At present, dELiA*s target market consists of 17 year old girls, but dELiA*s hopes to appeal to a younger 12-14 year old audience, through an interactive direct marketing campaign. Our campaign is designed to position dELiA*s as a unique and trendy brand to this younger audience, while retaining current customers.

The campaign is multifaceted with an emphasis on presenting dELiA*s as a social shopping experience. Through the Social Summer campaign, we believe we can positively impact the future of dELiA*s. Explanations and materials are provided in the text that follows.With a $500,000 budget, we were able to strategically allocate our resources across multiple media platforms that we determined would most effectively reach our target audience. These executions include direct mailings, email marketing, social media, and point of purchase displays. All communications are designed to promote a purchase while simultaneously positioning dELiA*s as the ideal shopping destination for girls and their friends. We would like to sincerely thank dELiA*s and DMEF for this riveting opportunity. Crafting the campaign ahead was an exciting process, and we enjoyed putting our heads together to come up with a fun and creative direct marketing campaign that is sure to make a summer splash – pun intended.

Table of Contents

ii

market researCh 1 to 3

Company BackgroundIndustry ReviewProduct ReviewCompetitor AnalysisSWOT AnalysisConsumer AnalysisPrimary/Secondary Audience

marketing strategy 4 to 5

TimingObjectivesOverall StrategyPlacement

Creative strategy 6

Big Idea

Creative exeCutions 8 to 9

media strategy

10

Media PlanMedia Objectives Media ScheduleMedia TacticsCreative Placements

evaluation 10

appendix: a

Detailed BudgetDetailed ImpressionsDetailed Frequency

appendix: B

Creative Executions

appendix: C

Forecasted Results

appendix: d

Video Advertisement

appendix: e

Strategic Summary

appendix: Fappendix: F

Key Market Areas

appendix: g

Works Cited

6 to 7

Budget

Outline of BudgetReturn on Investment

Market ResearchCompany BaCkground

Delia’s Inc. is a direct marketing and retail company comprised of two brands, dELiA*s and Alloy. The dELiA*s brand specifically is a lifestyle clothing company that generates sales through direct mail catalogs, mall-based stores, and its website. Its products consist of trendy apparel, accessories, and footwear for teenage girls.

industry review

dELiA*s falls into two categories, mail-order houses and women’s clothing stores. One-third of dELiA*s sales comes from direct business through its catalog and website. The emergence of the Internet has affected the ease in which consumers can purchase items online in the comfort of their own home. However, the at-home purchases are not in lieu of traveling to stores. Consumers, especially teenagers, still prefer tangible clothing items that can be tried on before purchased. There are currently 110 mall-based dELiA*s stores in 30 states, which accounts for two-thirds of the brands’ sales. Thus, it is important to focus on channels that will drive people to dELiA*s website as well as to its stores.

produCt review

Products in-stores can also be found directly on the dELiA*s website and may be featured in their direct mail catalog. However, dELiA*s also provides a wider assortment and inventory of items on its website deemed “online exclusives.” dELiA*s carries various styles to suit individual tastes. Whether you like prints or solids, floral or lace, skinny jeans or flare, you can find it all at dELiA*s. All of their clothes are unique, colorful, and most of all - trendy.

Competitor analysis

page 1

Although on the more expensive end of teenage apparel pricing, 12 to 14 year olds seek abercrombie kids for its exclusivity and its essence of privilege. Its sister company is Abercrombie & Fitch, a store in which girls aspire to eventually purchase from.

With their Life Your Life campaign, american eagle has successfully enticed young men and women from 15 to 25 to purchase their simple yet fashion-forward clothing and accessories. With over 900 stores in malls and a sleek website, they have a strong brand recognition in the minds of teenagers.

hot topic is a direct competitor of the graphic tees sector of dELiA*s. They are known for their pop culture inspired fashion and the latest in music paraphernalia. With over 650 stores in the United States, they are a hot spot in malls.

Market Researchswot analysis

StrengthsdELiA*s offers up-to-date trends with clothing in a variety of styles, colors, and fits

Merchandise appeals to a wide range of ages (12 to 17)

Presence on social media with constant, relevant updates

Opportunities

Weaknesses

ThreatsLack of brand loyalty for clothes

Competitors releasing similar styles at lower prices

The need for a credit card makes it difficult for young teens to order online

page 2

Trends are always changing; staying on top of them gains a competitive advantage

The Internet is a growing medium for communication

Teen girls are looking for the status associated with the store brand, which a campaign can create

Price is not always affordable by the target themselves

Number of store locations

Lack of communication about items exclusively online

Market Research

primary audienCe

the stylish sisters: The Martin sisters, Heather & Annabelle, may not agree on much, but what they do agree on is that dELiA*s is their go-to for the latest trends and styles to suit their unique tastes. Twelve-year-old Heather loves dELiA*s whimsical and free style, while Annabelle, 15, likes to explore her edgier style through dELiA*s graphic tees.

the it girls: As seventeen-year-old seniors in high school, Michelle, Dani and Cheyenne are no strangers to the styles and trends available at dELiA*s. These It Girls are engrossed in social media and are looked up to for fashion guidance. This trio works to be the style icons that the younger set can aspire to be, and dELiA*s helps them achieve it.

the trendsetting Best Friends: From the moment Lucy McDonough, 13, moved into the house next door to Kate Simon, 13, the pair has been inseparable. Two peas in a pod, these best friends are excited to start high school, and make their grand entrance together on the first day of school.

Consumer analysis

Currently, dELiA*s target customer is a 17 year-old girl in high school. However, customers range from 12-17, with the older girls setting a fashion example for the younger girls aspiring to be like them. dELiA*s challenge is introducing the brand to younger potential customers. The Social Summer campaign aims to appeal to the entire dELiA*s market with a particular focus on the 12-14 year-olds.

page 3

seCondary audienCe

Marketing Strategy

oBjeCtives overall strategy

Primary research was conducted in an effort to understand the lifestyle and shopping habits of 12 to 17 year old girls. Through qualitative interviews with middle school teachers, parents, and siblings of the target market, we found that 12 to 17 year old girls are in a stage of finding themselves. In doing so, they turn to their group of friends for everything - advice, gossip, and approval. At this age, girls share similar styles, hobbies, and interests. They do everything and go everywhere together. We are positioning dELiA*s as a brand that brings girls together; dELiA*s combines social interactions with the latest trends.

dELiA*s varied styles suit all tastes for all friendships and allows girls to make their own fashion choices while still feeling included. dELiA*s is the desired destination when girls are shopping together for the perfect outfit for any occasion.

The campaign will take place in the summer at a time when girls will be in the position to shop with their friends. School will not be in session and these teens will have more time to spend together - at dELiA*s. To entice these girls to purchase, the campaign will offer an incentive of saving $5 for every $25 spent.

AwarenessRaise awareness of the dELiA*s brand so that 60% of the

target audience can identify the brand.

InterestIncrease the readership of dELiA*s catalog as well as the

number of people who interact online by 40%.

DesireIncrease traffic on dELiA*s website and participation on

dELiA*s-related social media content by 40%.

ActionIncrease online, catalog and in-store purchases by 30%.

timing

The Social Summer campaign will run for 8 weeks. It will start on Monday, June 24, 2013 and end on Monday, August 19, 2013.

Over the 8-week period, we hope to achieve the following:

page 4

Our marketing strategy entails placing advertisements in malls in our key market areas. These areas are likely to be high in traffic and see the highest return on investment.

The key market areas of our campaign are depicted on the map. The Mall of America is rated #1 for America’s Most Visited Shopping Malls with it’s 40 million annual visitors. This mall receives high traffic for all ages, including our target. The chosen dELiA*s stores are in high-income areas; as dELiA*s is a high quality brand, these malls are perfect locations for the local teens in the selected regions. Additional information about the specific key market areas is provided in Appendix F.

We will be sending direct mailers to 12-17 year olds in these target areas. In these key market areas, we will be placing decal advertisements on escalators in these multi-level malls. Typically, dELiA*s is on the second floor; since the girls in our target spend much of their time traversing the mall with their friends, we predict these girls will use the escalators bearing advertisements, and visit dELiA*s.

Every dELiA*s store will feature our creative storefront point-of-purchase display. Advertisements will also be placed on popular websites to entice online shopping (to be discussed in the media section). This campaign utilizes a catazine, Facebook, Twitter, Instagram, and Vine to carry the message of the campaign.

Marketing StrategyplaCement

page 5

Creative StrategyBig idea

page 6

Our campaign is multifaceted but can be stated as this:

We intend to make shopping a social experience, and in this, our tagline will be our campaign name - Social Summer. The summer timeframe will appeal to these girls because they will be out of school and home for the summer: the perfect time to hang with their friends.

media plan

We plan to transfer our message through a variety of media vehicles including direct mail, online advertisements, and social media. These tactics will be targeted directly to our audience and give them a reason to make a purchase from dELiA*s.

Total Reach:100,000,000

media oBjeCtives

Effective Frequency:2.5 (on average)

media sChedule

promisesto provide the latest trends to girls and their friends

so they will always be together in style.

Media Strategy

Media Strategy

page 7

Creative plaCements

teen.comOur interviews with mothers, babysitters, and teachers revealed girls, especially 12 to 16 year olds, often look to media for advice on fashion and growing up, as well as to keep up with the latest celebrity gossip. Teen.com encompasses all three of these aspects. The broad age range allows many girls to connect with dELiA*s by placing banner ads on the site.

j-14.comThe banner ads on J-14 will entice the younger age range of the target market (12-14 year olds) to visit the Social Summer web page and get involved in the campaign. The median age of readership is 13.7 years old. As it is directed to the younger girls, J-14 offers an interactive and social experience by including quizzes, polls, and giveaways.

Banner ads: Intensive research indicates teen girls are large consumers of various media. 93% of 12-14 year old teenagers spend time online, so it is essential to place advertisements in online media. Females specifically browse the Internet to keep up with popular culture. Thus, we have decided to place banner advertisements on sites they frequent, including Teen.com, J-14.com, and Seventeen.com. We will also be placing sponsored ads on Facebook.

media taCtiCs

seventeen.comThe index on MRI for Seventeen magazine is 239 for 17 year old girls, so combining that with the Internet consumption statistics, we can infer they also visit Seventeen.com. This site will capture the attention of the older target market.

Production Cost Reach Frequency

Total Audience Impressions

Production Cost Reach Frequency

Total Audience Impressions

Direct Mail Piece Social MediaBags $78,080.00 Facebook $0.00 6,194,810 1 6,914,810

Postcard $2,800.00 Twitter $0.00 44,070 1 44,070Postage $48,000.00 Instagram $0.00 44,070 1 44,070

Total $128,320.00 16,000 1 16,000 Vine $0.00 44,070 1 44,070Total $0.00 7,047,020

Email $0.00 550,000 8 4,400,000Store Front $0.00 545,000 1 545,000

Website $0.00 4,500,000 1 4,500,000Catazine $0.00 2,000,000 1 2,000,000

Online AdsTeen.com $10,000.00 5,000,000 7 35000000 Escalator Ads $64,000.00 545,000 1 545,000J-14.com $6,000.00 3,000,000 5 15000000

Seventeen.com $16,000.00 8,000,000 10 80000000Facebook $36,000.00 2,000,000 1 2000000

Total $68,000.00 132000000

Creative Executions

page 8

CatazineBecause of the unique layout of the dELiA*s-focused catazine, consumers will be more likely to read the content rather than skim through and toss it. We postulate that these girls will take the included quizzes with their friends as well as look at the celebrity fashion comparisons, stories, and horoscopes together. It provides them with something to read at sleepovers with their besties, all while promoting dELiA*s clothes.

The Social Summer gets you ready for those perfect summer moments with dELiA*s Shop and Save deals!

Ready,Set,

ShopTogether!

Plan the perfect Sleepover

Back to School Perfection

Hor� copes andQu� zes Galore!All inside for you to enjoy!

Enhance your summer look!

All of this summer’s hottest trends are waiting for you inside.

storefrontBecause shopping is a social activity for these girls, it is vital to catch their attention while they aimlessly walk through the mall searching for that perfect top together. The eye-catching storefront will entice these girls to shop in dELiA*s.

direct mailImagine the smile on a young teen’s face when she sees mail in her name sitting on the kitchen counter. The direct mail piece will contain two collectible dELiA*s shopping bags – one for the recipient and one for her friend. The direct mail piece will only be distributed to girls within key market areas depicited on page 5. This is to entice them to shop in-store with the bag and participate in the Social Summer’s offers.

escalator advertisementsAs a creative form of advertisement, we plan to decorate the steps of escalators with a Social Summer ad depicting dELiA*s clothes as they “fall” down the escalator and into a dELiA*s Social Summer bag. This will grab the attention of teen girls as they wander the mall with their friends, remind them of the Social Summer campaign, and entice them to visit the store only steps away.

Creative Executions

page 9

social mediaYoung girls are vast consumers of social media and are constantly looking for the approval of their closest friends. By including a “share” feature on the outfit builder and recent purchases page, these girls’ friends can comment on their style. This is sure to give them the boost of confidence they need and reinforce their dELiA*s purchase. The pre-existing dELiA*s Twitter, Facebook, and Instagram accounts will also prove a useful tool, the regular posts will have an emphasis on being social. Additionally, we plan to incorporate the new, popular app, Vine. Brief snippets showing clothing, as well as in-store customers (turned models!) will capture the attention of these teen girls. Who doesn’t want the chance to act as a model whilst shopping at the mall? Fundamentally, our social media plan is to ensure these girls are included in the campaign.

website tabWhen dELiA*s site first opens, the Social Summer logo will pop-up welcoming online shoppers. On the homepage, the bright Social Summer logo will be featured as a tab so current shoppers will see the campaign and the incentives offered. When clicked, an outfit builder and social media feed overlay the dELiA*s page, allowing each girl to see others’ shared styles. They can then share their own outfit created right on the site.

emailGirls between 12 and 17 have personal emails that are checked frequently. Emails will be sent once a week to existing and prospective customers on the dELiA*s database as well as those on the rented lists. They will be sent at the beginning of the campaign, once a week thereafter for the entirety of the campaign, and as a follow-up when customers abandon their cart.

evaluation planoutline oF Budget

return on investment

Budget Evaluation

page 10

awareness:We will measure the awareness of dELiA*s using the following criteria:

Mail: The number of people who open an email or receive the direct mail Online: The number of online advertising impressions Social media: The number of people who view the Facebook, Twitter, Instagram, and Vine pages Mall ads: The number of people who visit the KMA malls

interest:We will measure interest using the following criteria:

Online: The number of click-throughs on the banner ads Social media: The number of “likes” on Facebook and followers on Twitter, Instagram and Vine Mall ads: The number of people who walk into all dELiA*s stores

desire:We will measure desire using the following criteria:

Mail: The number of people who bring the Social Summer bag to the stores Online: The number of people who place items in their online shopping cart or visit more than 3 web pages Social media: The number of people who willingly interact by liking posts or retweeting tweets

action:We will measure action using the following criteria:

The number of people who purchase in-store with the Social Summer bag or online via the email click-through link. We will be tracking the total number of purchases throughout the campaign.

dELiA*s Current Sales $66,222Projected Sales of our campaign $2,480,000

Average Cost of dELiA*s Sales $72.00Average Cost of Sales with our Campaign $62.00

Girls Projected to shop at dELiA*s during our campaign 40,000Campaign Budget $500,000

Campaign Total $377,600

ROI 5.04

Direct Mail Piece

Email

Website

Online Ads

Social Media

Storefront

Catazine

Escalator Ads

Production Costs

Appendix: Adetailed Budget

Direct Mail $128,320.00Email $0.00

Website $0.00Online Ads $68,000.00

Social Media $0.00Storefront $0.00

Catazine $0.00Escalator Ads $64,000.00

Production Costs $150,000.00

TOTAL $410,320.00

direct mailCost of Bags: $2.44 each x 2 per mailing = $4.88Cost of foldable postcards: $0.14 eachCost for postage (11 oz.): $3 per shipment Total per mail piece= $8.02Sending 16,000 direct mail pieces $8.02 x 16,000 = $128,320

online advertisements$2.00 per 1,000 impressions (CPM)Teen.com (5,000,000 impressions / 1,000) x 2 = $10,000J-14.com (3,000,000 impressions / 1,000) x 2 = $6,000Seventeen.com (8,000,000 impressions / 1,000) x 2 = $16,000Facebook.com Paying for 40,000 click throughs at $0.90 each 40,000 x 0.90 = $36,000Total Online Advertisments = $68,000

escalator advertisments$2,000 per escalator per monthx 2 for 2 monthsx 2 per mallx 8 KMA mallsTotal = $64,000

We have allotted $150,000 for email, direct mail, website, catazine, online advertisements and storefront production costs.

grand total = $410,320

Appendix: Adetailed impressions

*Assuming that dELiA*s social media posts that are liked or retweeted are seen by 10 Facebook friends or 10 Twitter followers.

The impressions listed are those calculated for each medium. The total number of impressions are not unique.

detailed FrequenCy

Direct Mail 1Email 9

Website 1Online Ads 6

Social Media 1Storefront 1

Catazine 1Escalator Ads 1

AVERAGE 3

Direct Mail Piece 16000Email 4400000

Website 4500000Online Ads 132000000

Social Media* 704720Storefront 545000

Catazine 2000000Escalator Ads 545000

TOTAL 151053020

direct mail 16,000 (reach) x 1 (frequency) = 16,000 impressions

email 550,000 (reach) x 8 emails a week (freq) = 4,400,000

websiteMonthly unique visitors are between 2.0 and 2.5 millionx 2 months = 4,500,0004,500,000 (reach) x 1 (frequency) = 4,500,000 impressions

online advertisementsTeen.com 5,000,000 x 7 = 35,000,000 impressionsJ-14.com 3,000,000 x 5 = 15,000,000 impressionsSeventeen.com 8,000,000 x 10 = 80,000,000 impressionsFacebook Ads 2,000,000 x 1 = 2,000,000 impressions Total = 132,000,000 impressions social mediaFacebook 6,914,810 x 1 = 6,914,810 impressionsTwitter 44,070 x 1 = 44,070 impressionsInstagram 44,070 x 1 = 44,070 impressionsVine 44,070 x 1 = 44,070 impressions Total = 7,047,020 impressions

storefront 545,000 (reach) x 1 (frequency) = 545,000 impressions

Catazine 2,000,000 (reach) x 1 (frequency) = 2,000,000

escalator ads 545,000 (reach) x 1 (frequency) = 545,000 impressions

# of people that liked dELiA*s on Facebook (691,481) x average # of friends in our target (10)

# of people that follow dELiA*s on Twitter (4,407) x average # of follows in our target

based on mall traffic

based on mall traffic

based on current circulation

Appendix: B

Shopping Bags

Fron

tBa

ck

Direct Mail PieceSent to 16,000 households in Key Market Areas - See Appendix AEach piece contains two shopping bags enclosed in a postcard mailer.

Appendix: B

EmailsSent to girls personal email accounts, these emails introduce girls to the Social Summer and then continue to remind them of the campaign and its incentives.

Appendix: B

Hanging Polaroid PhotosHundreds of photographed social scenarios hung by string dangle from the ceiling. Polaroids include silhouettes of girls, reading “You and your friend here.”

MannequinsMannequins wearing dELiA*s clothes will be positioned holding a Social Summer shopping tote.

Social Summer LogoA large cutout of the Social Summer logo will be hung from the ceiling.

Store Front Mock-Up

Appendix: BEscalator AdvertisementPopular summer clothes “fall” down the stairs of the escalator and into the dELiA*s Social Summer bag as a fun way to advertise the campaign.

Appendix: B

The Social Summer gets you ready for those perfect summer moments with dELiA*s Shop and Save deals!

Ready,Set,

ShopTogether!

Plan the perfect Sleepover

Back to School Perfection

Hor� copes andQu� zes Galore!All inside for you to enjoy!

Enhance your summer look!

All of this summer’s hottest trends are waiting for you inside.

CatazineAs a way to enhance dELiA*s brand image, we want to give the catalog a new spin and design it like a teen magazine. Along with the normal catalog features, horoscopes, quizzes and articles will be featured.

Appendix: BWebsite Pop-UpThis pop-up serves as a reminder for the deals girls can save upon accessing delias.com.

Appendix: BSocial Summer Website Tab Pop-UpClicking on the Social Summer tab at the top of dELiA*s website pulls up the outfit builder as well as a social media feed in which girls share their outfits.

Appendix: BWebsite Shopping CartThe cart shows total savings as well as suggested items that would offer additional savings.

Appendix: B

Banner AdsThe banner ads depict teen girls in realistic social scenarios that other girls can relate to.

Appendix: BFacebook KitThe redesigned Facebook cover photo and logo helps maintain a consistent brand image of the campaign.

Appendix: B

Twitter KitThe recognizable Social Summer logo as well as photos of social activities on the Twitter background further emphasizes the campaign and its attributes.

Appendix: Croi Calculation

Girls projected to shop at dELiA*s during the 8 week campaign: 40,000

Average cost of dELiA*s purchase: $72.00 - $10.00 saved with the Shop and Save discount Total: $62.00

Projected sales of campaign: 40,000 x $62.00 = $2,480,000

Total spent on campaign: $410,320

ROI: (2,480,000 - 410,320) / 410,320 = 5.04

Appendix: D

Vine VideoAdvertisement

The Vine videos show dELiA*s unique styles in brief snippets

of friends shopping together for clothes, shoes, and acces-sories. These videos will visu-

ally appeal to girls on social media as they will be posted

to Facebook and Twitter.

Our ideas for Vine videos can be found here:

http://bit.ly/ZIXSuh

storyBoard

Appendix: E

According to our qualitative research, young teens are enticed by free collectibles.

marketing researCh ConClusions strategy

Establish the Social Summer by direct mailing the “Shop and Save” collectible tote bags to encourage a purchase.

Middle school and high school girls view shopping as a social activity.

Place advertisements in malls where these girls shop together, through executions such as storefront displays and on escalators.

Girls’ styles reflect their social group and are often similar to their friends’ style.

Present the Social Summer as an interactive campaign by placing advertisements in places teen girls will see them together, such as in the catazine, in malls, and online.

In our research, we found that teen girls are frequent consumers of online media and social networking sites.

Incorporate banner advertisements, social media, and a tab on the dELiA*s website to appeal to online media consumers.

Strategic Summary Chart

Appendix: F

a. galleria at roseville Roseville, CAPop. of girls aged 10-14: 4,472Pop. of girls aged 15-19: 4,051

B. mall of americaBloomington, MNPop. of girls aged 10-14: 2,142Pop. of girls aged 15-19: 2,236

C. riverchase galleria Hoover, ALPop. of girls aged 10-14: 2,866Pop. of girls aged 15-19: 2,466

d. annapolis mallAnnapolis, MD Pop. of girls aged 10-14: 908Pop. of girls aged 15-19: 984

e. galleria at Ft. lauderdaleFt. Lauderdale, FLPop. of girls aged 10-14: 3,687Pop. of girls aged 15-19: 4,140

F. palisades CenterWest Nyack, NYPop. of girls aged 10-14: 143Pop. of girls aged 15-19: 109

g. the plaza at king of prussiaKing of Prussia, PAPop. of girls aged 10-14: 480Pop. of girls aged 15-19: 448

h. tucson mallTucson, AZPop. of girls aged 10-14: 1,634Pop. of girls aged 15-19: 2,140

key market area data

Appendix: G

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