Group 2 extra credit

Campaign Project - Audi A1 (Group 2)

                                                 https://www.instagram.com/_audiusa_/

Townsquare Media Agency Project

https://docs.google.com/presentation/d/1Bn9RKZ_Lj_6fYcsPntYauD7jltKjw6IcROmq0CmZct4/edit?usp=sharing

Rebecca Minkoff Project 4

Rebecca Minkoff Project 3

Rebecca Minkoff Project 2

Rebecca Minkoff Project 1

  

Brand Project 4

1. Objective: To (verb) (audience) that (brand) (product) will (benefit) because (support statement/reason why).
1. *To allow strong women that Rebecca Minkoff bags and apparel will continue to empower women because Rebecca Minkoff products are created to make women feel great about themselves and encourage them to believe in themselves.*
2. Target: who the ad communicates to
1. Women ages 16-40
2. These women have an edgy yet playful aesthetic
3. Middle to upper class (accessible luxury)
3. Support: the benefits/reason to buy
1. The brand to find your luxury yet accessible apparel and accessories that have the “playful and subtly edgy designs that can be spotted around the world on young women and celebrities alike.”
4. Brand Character: attributes:  
1. She created a  brand that is lead by woman and would empower woman from all socioeconomic backgrounds and cultures.
2. Uplifts, empowers, and makes woman feel confident.
3. Inspires followers and consumers to lead a more fearless life

5. Tone: attitude
1. Powerful, emotional, inspiring, hardworking, positive, uplifting, confidence and thought provoking
6. Single-Minded Proposition: one sentence that sums up the brand as a whole
1. Rebecca Minkoff uses her playful and subtly edgy designs, giving woman the power to be confident.

7. Big idea: idea that delivers the single-minded proposition
1. To produce powerful, edgy, and playful clothing and accessories that matches the aesthetic of the brand and appeals to the brand’s target customer.

Rebecca Minkoff Media Brief

Paid Media: Rebecca Minkoff has many platforms that she uses to get her message across as well as advertise her products, paid media is one. Many people think that having a paid sponsorship is something to look down upon, but when it promotes a good cause, it can be something inspiring. An example of where the Rebecca Minkoff brand was sponsored was during New York Fashion Week by Visa. Visa was looking for female-owned brands to sponsor. Being a brand that stands for woman empowerment, Rebecca Minkoff was the perfect fit. In addition, 100% of the purchase profits using the Visa booth at the Rebecca Minkoff show benefited the Women’s World Banking non-profit organization. Being a part of this during the most important week in fashion is great for the brand image because it shows what the Rebecca Minkoff brand stands for in a way that also helps others. Another form of paid media is how Rebecca Minkoff uses social media to advertise her brand. Using platforms such as Instagram and Twitter make it a lot easier to reach her target market. Another way that Rebecca Minkoff better reaches their target market through paid media is through their partnership for Chandon wines. Minkoff is a brand ambassador for the wine company and began to serve them in-stores for a more luxe feeling and to better reach women ages 25 to 40. Lastly, she uses influencers to help endorse her products on social media. She sends these influencers products to post on their profiles three times a month. This allows her brand to reach a wider audience, due to their large following.

Earned Media:  Rebecca Minkoff’s earned media would be if someone were to talk about her products voluntarily without being paid, and without earning any benefits by talking about these products, such as in a review.  An example of when Rebecca Minkoff acquired earned media was when the fashion blog “The Budget Babe” wrote an article on how Rebecca Minkoff apparel and handbags compare to the brand Chloe and how you can get an item from Rebecca Minkoff similar to Chloe still with great quality and without completely breaking the bank. Another way that Rebecca Minkoff acquires earned media is through celebrities wearing her products without endorsement or sponsorship. For example, Michelle Tratchenberg from the hit show “Gossip Girl” wears the Rebecca Minkoff brand often, which gives the brand a positive review since the show influences many women in the target market to buy what the actresses have.

Shared Media:  Part of Rebecca Minkoff’s shared media platforms include: her Instagram, Facebook, Twitter, Pinterest, her podcast called Superwoman and all of her many different campaigns.  On all of these many different social media platforms Rebecca shares her designs and new products as they come out on her website.  Through her podcasts and campaigns Rebecca shares her personal and brand values about women empowerment. Rebecca Minkoff sends a very strong message about powerful women dressed in her powerful clothing.  

Owned Media:  Rebecca Minkoff has a many outlets she uses to endorse her products that fall under owned media. She has her own podcast call Superwoman. Each week designer Rebecca Minkoff talks to women from all walks of life, from CEOs to artists, and shows us what life is like without the pretty filters in order to help you navigate what it means to be vulnerable, how loss and failure can make you stronger. Another media outlet she uses is her website. Her website showcases all her products as well as her achievements, charity, and campaigns. She also has stores located across America, as well as some in Europe. These stores help her draw in clients through window displays and style of her store. This allows people who have not shopped her products before to take a look at the merchandise being sold. Rebecca Minkoff, recently started a subscription box. This subscription box gives customers a good insight to what the company is about and how their products are. Thus, this will inspire customers to buy more of her products.  Lastly, she created a product call the “smart bag”. Owners of this bag can use it to scan her products, the more products they scan the more they earn. For example, the first scan got a select number of customer into a fashion show at the Grove in Los Angeles, California. The more they scan the moe exclusive opportunities they get like this.

Textbook Presentation Part 2: Chapters 4-7

https://docs.google.com/presentation/d/1Gx88N_gMpRDKfCJ1ScowiJSDLBZKGNSR1CSSykSP5rA/edit#slide=id.p

Brand Project #2 Rebecca Minkoff

Benefits Question 1: If the person you are selling to agrees to buy, will his or her life improve?

1. Financial
1. If the person agrees to buy, his or her life will improve because they will be buying a high quality product with a well known brand name, for less money than other well known high end brands such as Louis Vuitton and Gucci
2. If the person agrees to buy, his or her life will improve because the product is so high quality, you won’t have to replace the product as often, which in turn means your will be spending less money.
3. If the person agrees to buy, his or her life will improve because since this is a well known brand, re-selling it will be easy to do because the product will will still be in good shape due to its high quality therefore making back the money previously spent.
2. Strategic
1. Rebecca Minkoff will name her bags in a way that will spark an idea for consumers on how they could utilize that style bag. For an example, the always on the M.A.B. or morning after backpack. This backpack was designed to help women who are always on the go have a fashionable bag that they could fit everything in. This bag can easily fit a pair of shoes, changed of clothes, as well as everyday items. It has a accessible front pocket, for easy access for your licenses, credit cards, etc. The motto for this bag on her website states, “Places to go, people to see, and so much to carry. These pieces were thoughtfully designed to keep up with you. Ready for anything? Yep.”
2. If the person you are selling to agrees to buy, his or her life will improve because depending on the product purchased, there is a specific use for each product. For example, there is a strategy behind buying a blazer- to wear to work. Rebecca Minkoff’s variety of different products provides a big range for strategic buying.  
3.  All of her bags come in neutral color ways, as well as bold colors. Therefore, whether you want a bag they matches all your outfits, or want a bag that provides a pop of color, you can find it in all her style of bags. Most designers only offer a few color ways in each bag, making options very limited. By Minkoff doing this she is not limiting her consumers, they can now get the bag they want in, in the color they want, which makes it easier for the consumer. They know do not have to waste more time on finding a bag similar to the one they want in the color they want.
3. Personal
1. Personal life will improve, because the person is buying a product that they enjoy and that they can get use out of.  
2. Personal life will improve when buying Rebecca Minkoff because there is a product for everyone.  Even though her specialty is handbags and purses, she is very diverse. Rebecca Minkoff also has a menswear line.  She truly tries to appeal to every type of person, which makes her amazing high quality products available to almost anyone.
3. Personal life will improve with Rebecca Minkoff products because of the naming of her products. By her naming her products based on what they are used for, makes life easier when shopping and then in life when using the product. An example would be buying a guitar strap for a handbag so it’s easier to hold.

Benefits Question 2: When your interaction is over, will the world be a better place?

1. Financial:
1. When you buy items from Rebecca Minkoff, a percent of the profits will be donated to charity. This makes the consumer feel that when they buy and item they are helping people in need. By donating percent of the profits to charity, help the charities become more profitable and allows for more resources to be used to help the specific cause.
2. When the interaction is over, the world will be a better place because since her brand is considered “accessible luxury,” it will encourage other brands to make high quality products at a lower price. Doing this makes it easier for everyone to buy nice products.  
3. Rebecca Minkoff also has great customer service.  This is beneficial to her company because when a brand offers great customer service, the customers are more likely to shop this brand again.  This makes the world a better place because it makes the customers feel important and cared about therefore, Rebecca Minkoff’s sales will improve.  
2. Strategic:
1. Rebecca Minkoff consistently produces high quality products that benefit the consumer on the go.  By targeting this certain market of “on the go women” she keeps her company on brand and keeps those women consistently coming back to shop.  
2. Rebecca Minkoff creates product that is different and creative enough to stand out but also classic and timeless enough to be able to be used for a long time. This strategy created greater appeal and differentiation that will make the brand last a long time.
3. Rebecca Minkoff provides an incredible work environment for her employees. By doing this, it creates trust in employee and employer which will encourage the employees to spread w good word of mouth around to other consumers. This will make the world a better place because it will keep people happy with their jobs.
3. Personal
1. When the interaction is over the world will be a better place because, when you buy a Rebecca Minkoff product you are also buying into the company's core values which mainly consist of empowering women.  You are supporting women empowerment when buying Rebecca Minkoff which is making the world a better place. By buying the products that stand for woman empowerment/ women's rights, allows the conversation to keep going and be heard. Thus, this allows change to happen and create change.
2. By staying engaged in the work space, social media,  makes consumers feel that she is dedicated to her brand and her values. She is not just in it for making a profit.  A consumer would rather buy from a brand that connects with the customer and practices what they preach, vs. a company that is in it just for the profit and does not stick to their values.
3. Rebecca Minkoff makes the world a better place by campaigning.  Her campaigns talk about social issues going on in fashion and around the world in general. Her campaigns bring light to these issues, and educate people on the matter.  

Benefits Check: When you have your list of 18 benefits, select the single best option under each benefit type. You want the benefit that best communicates your message directly to your ideal customer.

Rebecca Minkoff

Our Brand is Rebecca Minkoff:

Why: After working in the costume department in high school, Rebecca Minkoff realized how much she loved design. At 18 years old she moved to New York City to pursue her dream career of becoming a designer. In 2005, Minkoff created her first ever handbag called the M.A.B., which helped her launch her career into the multi million dollar company it is today. With her new found success, Minkoff, wanted to create a company that was lead by woman and would empower woman from all socioeconomic backgrounds and cultures. Minkoff would do this through her playful and subtly edgy designs, giving woman the power to be confident. Her designs can now be recognized all across the world. Minkoff’s mission is to use her brand to empower and uplift woman. By instilling this mission into her company, Minkoff has created a woman run power house. Minkoff has even been given the name “Superwoman” among the fashion community. Minkoff has created this image by rebanding her “I Am Many” campaign, which was created to empower woman and embrace how their multiple identities make them stronger. This campaign is based off the popular slogans marketed towards women such as, “Be Brave”, “Be Beautiful”, etc. They wanted to combined all these attributes marketed to create a richer conversation. As a result, The “I Am Many” campaign started. Minkoff also, has her own podcast called “Superwoman” . Each week Minkoff sits down and talks to empowering woman, who are committed to creating a change. From CEO’s to artist this podcast showcases the glamorous and not so glamorous side of success, how loss can make you stronger, and how to let your inner superwoman shine. Whether it is through a social media post, her podcast, or her campaigns, Rebecca Minkoff’s highest priority with her brand is to provide woman with inspiration to follow their dreams

How: Rebecca Minkoff started her brand by designing a version of the typical I love NY t shirt.  It was part of a 5 piece capsule collection which appeared on the tonight show and became extremely popular almost overnight.  Rebecca Minkoff then went on to design handbags. Her first handbag she designed was called the “Morning After Bag” or M.A.B. This bag became extremely popular and essentially started her entire career. Today, this bag is known as her most memorable and well known handbag. Rebecca’s brother played a big role in her success, he is the CEO and Co founder of the brand, and he helped her jump start her career.  In 2006 brands didn’t communicate with their customers because they wanted their designers to stay “untouchable” however, Rebecca Minkoff was the opposite, she wanted to stay true to her values, and she wanted to be an approachable designer who has a relationship with her customers. Rebecca Minkoff keeps her brand going by involving her line in department stores, promoting her brand through social media, through her podcast called “Superwoman”, and through campaigning.

What: The type of product Rebecca Minkoff produces are accessible yet luxury apparel, handbags, accessories, and footwear. Her style leans towards a playful but subtly edgy look and is mainly targeted to young women and celebrities of that nature. Some of what makes Rebecca Minkoff’s designs recognizable are her trademark leathers, outerwear, suede, studs, nylon, fur straps and hardware. These aspects of her designs still appear in her designs today, which is inspiring because it shows how she stays to her roots. Recently, she started to dabble into jewelry, tech accessories, and men’s accessories. The men’s line is labeled after Uri Minkoff, who is her brother who co-founded the Rebecca Minkoff brand. The sister brand to Rebecca Minkoff has more of a rock and roll aesthetic compared to the feminine, playful, and edgy designs of Rebecca Minkoff.