Extra credit- photo of the group!

Group 1 after presenting out last campaign in class!
Presenting again to our client, The Listening Room, on Wednesday!

The Listening Room Group 1

The Listening Room Website


https://thelisteningroomtivolii.wordpress.com/


TLR- accounts

Groups 1 Audi A1

Audi A1 Drive Your Individuality 

VMGROUPE - Agency

Powerpoint for VMGROUPE Agency Presentation - https://docs.google.com/presentation/d/1oJCn8tiwAGSLi7L5Oapdin59IlmdLb5jNguRs0mlU2k/edit?usp=sharing

Textbook 1 Presentation

Link to Powerpoint:
https://docs.google.com/presentation/d/1jwaLQ2uYRjE1Eg7MV9y011YvkenrLP4ZT5EZKyLqlwU/edit?usp=sharing

Kate Spade Brand Project 5 - Recommendations

Kate Spade Recommendations - Brand Project #5 (Extra Credit)

By - Marissa Delle Donne, Amanda Lauro & Sia Vlahos

Marketing: Kate Spade Social Media Collaboration/Campaign x Celebrity/Influencer

• Competitors and other brands, like Michael Kors, are producing social media content with people who appear to be celebrities and influencers. Michael Kors recently launched their interactive, fun, and video originated social media campaign with Bella Hadid. This consisted of videos on the Instagram Story and pictures on their Instagram feed as posts. Kate Spade can collaborate with a celebrity that fits their brand, products, and create a fun, joyful, and colorfulcampaign.

Awareness: Continue Helping Mental Health Charities with Store & Online Promotions

• With the death of CEO Kate Spade this past June, the brand has evolved and donated over $1 million to a variety of mental health charities. Getting the customer and employees involved is a great way to have their audience feel a part of the change, and the donations themselves. When purchasing from Kate Spade, the idea is to be confident and joyful, so if the audience got more involved, their mission statement would then be reinforced more physically. World Prevention Suicide Day is September 10th each year, and World Mental Health Day is October 10th each year. We feel on these two days, and can even be extended for those particular weeks, a percentage of a customers’ purchase, in-store or online, should go towards mental health and suicide related charities. The customers and employees will feel a part of the change by making a donation themselves, and they will be reinforced that they are purchasing from a loyal, trustworthy, and established brand. Lots of press picked up the new about their large and generous donation recently, so this would then get the media involved as well as their customers and employees - those who know and represent the brand.

Expansion: Kate Spade Bridal x The Knot Magazine

• Kate Spade has their own bridal shop on their website. It consists of accessories, nightgowns, and some sneakers. Expanding their designs and creating wedding dresses can suit their brand very well. Their motive and mission statement includes being confident and living a happy and well-styled life. Weddings are about joy and cheer, connecting back to what Kate Spade stands for. Having a line of formal wedding dresses, of all different styles, can expand their market, making more of an indent in the bridal realm. We feel that there can be an announcement on The Knot’s digital and print magazine and advertisements across the country. The Knot is owned by XO Group, being one of the most well known wedding and bridal magazines in the country. This would be great exposure, and even allow them to be in Bridal Market Week and include their wedding dress designs in their fashion shows.

Kate Spade - Brand Project 4

Kate Spade Spring 2019 Campaign Creative Brief

By: Marissa Delle Donne, Amanda Lauro & Sia Vlahos

Powerpoint Link: https://docs.google.com/presentation/d/1gEf4gYlH7okTOa-9mhA5BkI20r5OxUF4Nlb6XrQUNxs/edit?usp=sharing

Spring 2019 campaign - https://www.youtube.com/watch?v=v6XSM8Ktmjg

Objective

• To convince girls that Kate Spade products are joyful and colorful, making a girls weekend getaway more fun

Target

• Audience - women of all ages, particularly ages 18-35 for this particular advertisement
• Working women, moms, young millennials, aspiring fashion influencers and gurus that want a weekend getaway and a break from reality
• Treating themselves and not thinking about their causes of stress & to enjoy themselves and their time with each other

Support

• Due to recent events with the death of Kate Spade, this advertisement projects a youthful and happy environment, creating a joyful and lively atmosphere for women to feel confident and support each other
• Prevention of mental health issues and suicide (donation recently to $1 million +)
• Creating a new brand image for themselves
• Their products make enjoying themselves easier
• The products speak for themselves

Brand

• Unapologetic environment with their products
• Movement in feminism
• Wants and creates products to be a statement and eye catching, having most of their products being simple with limited patterns, in addition to their logo
• Unique pieces too (taxis, buses, hearts, disney inspo, etc.)

Tone

• No words presented in the advertisement
• Mostly visual and colorful representation
• House is white, making the products stand out
• Actresses in the video are dressed in colorful outfits
• They’re confused in the beginning, due to not finding the house key, but then are excited and relaxed when they find it
• They are actresses and real people, rather than being unknown models
• Having the audience connect and recognize their faces
• Variety of ages - appealing to a larger audience
• Entire inside of house is white, with the umbrella, furniture, and everything they touch being a color or pattern
• Distracted from the outside world, the one girl cut her hair because she was not thinking about anything else and heard a noise and cut her hair

Single Minded Proposition

• #loveinspades
• Unapologetically feminine
• Embracing womanhood
• Kate Spade as a brand focuses on embracing womanhood and enjoying life pushing feminism through a women’s “spades” especially due to recent events with the death of CEO and Founder, Kate Spade.
• From this, other campaigns were created and their message continues on.

Big Idea

• This ad campaign translates the message of embracing womanhood through escaping reality while wearing Kate Spade clothing and accessories. This supports the idea of women making a bold statement by having the products highlight individuality and confidence.

Kate Spade - Media

Brand Project 3 - Kate Spade in the Media

Marissa Delle Donne, Amanda Lauro & Sia Vlahos

Link to Powerpoint: https://docs.google.com/presentation/d/1vjMp52brpHW_D_3WiiEUCiEkPG2I63epckQNutDoNYQ/edit?usp=sharing

Earned Media

• Influencer & Consumer Engagement
• Coach vs Kate Spade clash publicized

Shared Media

• Partnerships
• https://www.eonline.com/news/941712/inside-kate-spade-s-creative-partnership-and-relationship-with-husband-andy

• Social Media
• Facebook
• https://www.facebook.com/katespadeny/
• 3.5+ million followers
• Twitter
• https://twitter.com/katespadeny?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
• 19,000+ tweets
• 880,000+ followers
• Instagram
• https://www.instagram.com/katespadeny/?hl=en
• 4,500+ posts
• 2.5 million followers
• YouTube
• https://www.youtube.com/user/katespadenewyork/kate-spade-new-york
• 72,000+ subscribers
• Tumblr
• http://katespadeny.tumblr.com/page/2
• Blog
• Now That’s Interesting - A Blog from Kate Spade New York
• http://katespadeny.tumblr.com/#modal

Owned Media

• Content
• Website
• https://www.katespade.com/on/demandware.store/Sites-Shop-Site/en_US/Home-Show?gclid=Cj0KCQiAzKnjBRDPARIsAKxfTRBo-s8KolCjT1oDExA3gx6yWCbXP70CfNGHGzjQJOoN3Vwgz2nXQesaAnz9EALw_wcB&gclsrc=aw.ds&utm_campaign=KSNY+Dynamic+Search+Ads+%7C+US+%7C+2019&utm_term=DYNAMIC+SEARCH+ADS
• Books
• Things We Love
• She
• All in Good Taste
• Place To Go, People To See
• Movies/YouTube Web Series
• #missadventure
• How To… Videos
• We Love… Videos
• Catalogs
• Each season, there is a new catalog released
• Fall 2016 Catalog: https://issuu.com/danrichgroup/docs/ksny_fall_2016_catalog_email
• Physical
• Stores
• Outlet stores

Paid Media

• Print ads in magazines and online publications
• Features in magazines and online publications
• Appearance of clothing on celebrities and consumers

Kate Spade- Benefits

Kate Spade - Benefits

Marissa Delle Donne, Amanda Lauro & Sia Vlahos
Power point link:
https://docs.google.com/presentation/d/1xCo2UFaI8yhaO658EBvlAcgmQDNWcr3mIcb0ZY0cVOY/edit?usp=sharing

Question 1 - Will their life improve?

How will the person who agrees to buy/interact with Kate Spade’s life improve?

FInancial:

• Parental Leave of Absence & guaranteed job back in the future
• Bonus Pay plans once when working at Kate Spade for a certain amount of time
• Paid time Off in all circumstances

Strategic:

• Maintaining and keeping up with socialite/colorful lifestyle
• Consumers are their own form of “word of mouth” marketing & advertisements, not costing the designer any money
• Accessible from website and sold at multiple department and personal store locations in close proximity to consumers

Personal:

• Makes the consumer feel empowered and confident
• Trusting a brand when purchasing
• Colorful and joyful aesthetic improves confidence and happiness of the consumer during their retail experience

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

How does Kate Spade benefit the world?

Financial:

• Making the high end market accessible for a wider demographic, with handbags priced around $200 to $400
• Quality products that stand the test of time
• Kate Spade donated $1 million towards multiple Mental Health Organizations

Strategic:

• The Kate Spade, New York Foundation empowers women to transform their lives through trade based initiatives. This foundation supports low-income women in finding employment that can help to support them and their families. All purchases of the “On Purpose” collection go towards this three pillared initiative:

1. Women in entrepreneurship
2. Women in technology
3. Women in the arts

• Collaborates with celebrities and other brands that appeal to their target audience

1. Anna Kendrick in #missadventure

• Social Media Presence - colorful and makes engaging campaigns for viewers to feel apart of their show, world, and life

Personal:

• Investing on the impact their products have on women
• Putting quality at the forefront of all merchandise
• Knowing you are purchasing from a brand that is loyal and trustworthy

Kate Spade - Marissa Delle Donne, Sia Vlahos & Amanda Lauro

Kate Spade’s Attributes

Marissa Delle Donne, Sia Vlahos & Amanda Lauro

https://docs.google.com/presentation/d/1A_e2HTCHgI0sd97j1A9v0uMWyj4ooEAlXIP_rAcf7PI/edit?usp=sharing 

Why:

• The value of feminism and optimism

How:

Living Colorfully-

• Bright colors
• Polka-dotted patterns
• Inspiring image to the public
• Joyous motifs

Valuing Feminism

• Polished
• Chic style
• Advocating for women being able to express themselves in the workplace

Spirited Approach

• Thoughtful details
• Living through your clothing
• Commitment to curiosity

What:

• Handbags, wallets, shoes, all articles of clothing, home decor, kitchenware, swimwear, to-go coffee mugs, luggage, tech accessories, jewelry