LUSHFAIM AGENCY

AgendaSituation Analysis

Competitors, Trends, Consumer Insights

Communication BriefLong-term Strategy, Communication Objectives,

Creative Strategy

Communication MixCommunication Tools

Central Communication ToolMedia Placement/Timing, Budget, Plans for

effectiveness testing

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Situational AnalysisCurrent Competitors.

Situational AnalysisMarketplace Trends.

DIY Beauty Products Hybrid

Products Showrooming

Natural Ingredients

In-store Beauty Services

Situational AnalysisConsumer Insights.

Leas

t Aw

are-

Mos

t aw

are

Middle Aged 35-44 yrs. old

Tweens13-17 yrs. old

College Aged18-25 yrs. old

Adults 21-25 years old

Convenience Seekers i.e. big fans of Target

Unaware of LUSH brand – Only 2 out of 10

“The more the better. If I saw a product giving a pretty large

amount of proceeds to charity, then I would be more inclined to

purchase the product.”

Situational AnalysisImplications.

18-25 yr. olds unaware of LUSH Brand Mission Locations Low cost advantage

Communication Brief

Long-term Strategy:For the 18-25 year old females who value natural lifestyles and desire to give back through their beauty product purchases.

Less Packaging Charity Pot Lotion

Communication Objectives: Raise awareness 75% in 6

months. Increase brand recognition

75% Establish recall point by 75%

Communication BriefCreative Strategy.

Provide more product information

Increase consumer engagement via social media

Major Selling Idea: Showcase the

impact proceeds from the Charity Pot Lotion makes on various causes

Give target market opportunity to create a new lotion blend and ability to dedicate their customized blend to charity of their choice.

Campaign Name:

Communication Mix

Tool #1/ Central ToolINTERACTIVE MARKETING

Online Contest: Contestants create new blend for the Charity Pot Lotion

Using the Facebook Application: 1. Name your blend 2. Create blend choosing from various fruits & oils 3. Choose your charity

Facebook capability to share and like increases engagement

Winner receives recognition for blend and 100% proceeds for chosen charity.

Name your blend Choose Fruits & Oils Pick Charity SUBMIT

LUSH is letting YOU put the

spin

On the next Charity Pot

blend!

Communication Mix

Tool #2DIRECT MARKETING

Mobile Marketing: Food truck traveling to college campuses across nation. (“Soft & Smoothie Station”) Street Team of current

employees Enhanced Recall: Ice cream

truck music Integrates: Inside look at “handmade” Free sampling Follow-up on Social Media

Communication Mix

Tool #3SOCIAL MEDIA

Sally SmithI can smell the berries already!

Sally just made a Blueberry & Almond Blend dedicated to Habitat for Humanity.

LUSH – Lend Your Blend

Like Comment Share 2 hours ago

LUSH @lushusaSoft & Smoothie Station reaching it’s next destination, @universityofstthomas! #tommies #lendyourblend

LUSH @lushusaSmoothie Spotlight Submission: Pina Colada. Do you like getting caught in the rain?#lendyourblend

Campus Visit #3 – University of St. Thomas

LUSH 164,899 viewsSubscribe here

Keeping the conversation going via live visual & textual updates.

Communication Mix

Tool #4PRINTADVERTISING

One-page color ad in

Nylon Magazine – 96.5% readers ages 18-34 72.7% college educated 10 month circulation Provide info to benefits

of fresh fruit ingredients –

Positive perception

Media TimingOne-Year Grid

12 month span 10 month circulation – Back to School &

Holidays

Our Budget

Budget Cost AssociatedCentral Tool – FB Application 23,000

Food Truck 30,000 +

Nylon Magazine 21,638

Social Media FREE

Labor of Street Team 5,304

Equipment & Ingredients 10,000

TOTAL $90,000

Labor - $8.84 per hr., 3 hr. shifts, 10 months.

Central Tool: Programmer, Testing, Debugging, Integration, Design, Launch

EffectivenessTesting

Application analytics Social Media trend tracking