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Tailoring our Future

Engaged PR Consulting

Men’s Wearhouse Campaign
McKall Morris
Shazia Chiu
Coleman Edwards
Haley Tharp
Nate Deppermann

Table of Contents
Big Idea...........................................................................................................2
Goals and Objectives.......................................................................................3
Who We’re Reaching....................................................................................4-5
Social Media.................................................................................................6-7
Infographic...................................................................................................8-9
Video........................................................................................................10-11
Event and Radio Ad.................................................................................12-13
Summary.......................................................................................................15

Tailoring our Future
Following recent events, Men’s
Wearhouse has an opportunity to
grow by breaking into new markets
and strengthening relationships with
employees and shareholders.

Goal and Objectives
Goal:

Regain a positive company image after the Zimmer incident through crisis
management and rebranding to increase sales and industry reputation.

Objectives:




Keep sales at average or above average for the next two quarters.
Maintain our spot on the Fortune 100 list as a good place to work.
Increase positive opinion of Men’s Wearhouse by 25% within one fiscal year.
Have 10% of sales within the two quarters be from new customers.

Following the Zimmer incident, Men’s Wearhouse has a unique opportunity to
rebrand and rework itself. We believe that by “tailoring our future” by strengthening existing relationships while breaking into new markets, Men’s Wearhouse
will be able to improve their sales, maintain their position as a great place to work,
increase positive opinion about the brand and bring in new customers. Taking
time to “retailor” Men’s Wearhouse will create a better, stronger company.

Who We’re Reaching
Charles (the shareholder):



Age 35-65
Upper middle class to upper class
College educated
Owns share in Men’s Wearhouse

Current Relationship: They are invested in the
company financially. Changes in the company
may scare them, but at business men they will
understand why changes are taking place with a
logistics backed arguement.
Objectives: Maintaining our spot on the Fortune
100 list and increasing positive opinion
Self-Interests: They want return on their investment as well as security in their investment.
Opinion Leaders: Financial analysts, Financial
magazines & newspapers, other shareholders,
business professionals, board of directors
Communication Channels: Newsletters
personal emails, financial magazines & newspapers, direct contact

Debbie (the employee):



Age range from 18-65
Sales Employee
Earns $18 an hour
High school or some college

Current Relationship: They are loyal to the
company and invested in it’s success. The may
feel slighted for not having more immediate
information regarding the firing of Zimmer.
Objectives: Maintain our spot on the Fortune
100 list as a good place to work.
Self-Interests: Acceptance, appreciation, job
security, respect
Opinion Leaders: Middle-management, friends
and family, acquaintances who work at other
companies
Communication Channels: newsletters, blogs,
website, individual emails, direct contact from
supervisors, letters, phone calls

Our Pitch
Seth (the millennial man) :






Age 24-36
1/4 have bachelor’s degrees
62% have jobs
1/3 live at home
Believe in brands
Quickly see through sales techniques
Expect Transparency

Current Relationship: Millennial Men see Men’s Wearhouse as carrying suits for older generations. They associate Zimmer with the brand. There is a large opportunity to create a relationship.
Objectives: Bringing sales back to where they used to be within two quarters, increasing positive opinion of Men’s Wearhouse by 25% within one fiscal year and having 10% of sales within the two quarters be from new customers.
Self-Interests: Being praised by peers, humor, being attractive and enjoying themselves. They often support causes and
social movements.
Opinion Leaders: Peers, celebrities, parents and online media
Communication Channels: social media, online media, advertisements and peers

The tactics presented in this document will have millennial men in mind as the key public.
This will help to show the creative range we have within each public, while keeping the
pitch concise.

Social Media Campaign
Suit Yourself
Millennial men want to stand apart from the crowd, and Men’s Wearhouse has the perfect product offering to help them express
their individuality--customized suits. The Men’s Wearhouse “Suit Yourself ” campaign and contest will take place throughout
February 2015. Its main goal is to bring attention to the Men’s Wearhouse customized suit service, which has the potential to be a
unique selling point to millennial men, who often aren’t interested in wearing a suit similar to their dad’s, their brother’s, or their
neighbor’s. As part of the campaign, 50 participants who engage with Men’s Wearhouse through social media will have the chance
to win a customized suit at the end of the month.
The “Suit Yourself ” campaign will take place across three strategically selected platforms--Facebook, Twitter, and the Men’s Wearhouse blog. Posts will emphasize holidays, sales, the contest, and Men’s Wearhouse’s customized suit options. Nuvi, a social media
measurement tool, will be used to gauge the effectiveness of the campaign while it is running and once it’s complete.
The Suit Yourself campaign fulfills objective number three, which aims to achieve 10 percent of sales over the next two quarters
from new customers.

Infographic
Science of a Suit
Millennial Men were raised in an age of information and they’re increasingly aware of what it means to make a well informed decision. As previously mentioned, millennial men don’t mind being marketed to. However, “buy our suits because you’ll look good”
or “you’ll get the best job if you buy our suits” alone are not always substantial or profound enough reasons to convince a millennial man that his ownership of a suit, any suit, is a significant or worthy endeavor.
The “Science of the Suit” infographic contains three main components that will successfully address this issue and spark action in
millennial men.





The visually dynamic and quick to comprehend nature of an infographic perfectly caters to the “quick scan” media consump-
tion habits of millennial men and will be much more effective than any other kind of informational piece.
By collaborating with Psychology Today, Men’s Wearhouse provides men with thoughtful, credible and psychological reasons for
purchasing a suit. This is a unique marketing tactic and, consequently, profoundly memorable.
The Men’s Wearhouse “call to action” at the end of the infographic will solidify millennial men’s correlation between the signifi
cance of owning a suit and Men’s Wearhouse. It will provide men with an immediate opportunity to act.

The “Science of the Suit” infographic fulfills objectives three and four, which aim to increase positive opinion of Men’s Wearhouse
by 25 percent within one fiscal year and have 10 percent of new sales within two quarters be from new customers.

YouTube
Video
http://youtu.be/vC4DOaL2rLM
A PR campaign for millennials would be incomplete without a YouTube video promoting the big idea. YouTube is one of the most
popular social media channels for the millennial generation and is easily shared. This makes it an excellent option to reach a large
group of connected millennials.
Our approach to creating a video for YouTube includes two key elements: 1) Making it clever and relevant and 2) building the
video so it connects to other components of the campaign. In the snapshots below, for example, the Men’s Wearhouse “suit genie”
is in action, helping the millennial man look better to help him get the girl. This video would work hand-in-hand with the social
media campaign promotions by including social media tags, icons like the Suit Genie and other information that a viewer can act
on after seeing the video.
This tactic aims to accomplish two of our objectives: Increasing sales by 20 percent within two quarters and have 10 percent of
sales within the two quarters be from new customers.

Event
Walk off in Times Square
Derek Zoolander of is an icon among U.S. Millennial men. The Zoolander movie has become a cult classic in this demographic.
Getting the character to advocate for Men’s Warehouse creates a connection of youth and humor. In addition, a sequel is in the
works to be released soon, so this event would be in conjunction with the press tour for Zoolander 2.
A pivotal scene in the film is when Derek and his rival Hansel have a “walk-off”, or a fashion battle, where each has to perform a
special walk or pose on the runway. Our vision is to recreate this scene in real life with the real actors in their character in the middle of Times Square for an audience of tens of thousands.
The goals of this event are:
• To flood social media with Men’s Warehouse and Zoolander posts
• Reinforce that Men’s Warehouse is a brand for the younger generation
• Have participants try on a virtual Men’s Warehouse suit
• Give audience a takeaway item that will bring them into a Men’s Warehouse store later on.
To supplement the performance, spectators will be able to interact with the Zoolander movie in a virtual walk-off against him and
Hansel. This is where Men’s Warehouse comes in—they are able to pick the outfit they’d like to model in, which would be real
Men’s Warehouse clothing, and then they virtually, “try them on.” This is done by projecting an image of them onto a screen and
having the clothing appear on them as if they were wearing it. Their image would move in real time with them. They could then
do a walk-off against Derek Zoolander and Hansel. Participants would be rewarded with Men’s Warehouse and Zoolander swag,
coupons and sneak-preview VIP tickets. We expect this event to gain media coverage as well as have an impact on social media.
It will be important in accomplishing our objectives of increasing positive opinion of Men’s Wearhouse by 25% within one fiscal
year and have 10% of sales within the two quarters be from new customers.

Radio
Ad
An Interview with Zoolander
Connected to our big event for millennial men, a walk off featuring characters from the popular movie will be staged in Times
Square. As part of our promotion of that event, we’ll include radio ads that will air in the two weeks leading up to the event on
popular radio stations in New York with the intent of getting a large crowd to attend the event.
The ad will be a 60 second radio ad to stir up interest and give details of the event. It will be in a fake interview format featuring a
female reporter interviewing “Derek Zoolander” about the event. The tone will be over-top and humorous. It will mostly focus on
the “walk off” itself, not the entertainment and promotion surrounding the walk off. Mention of Men’s Wearhouse sponsoring the
event will also be included. It will also include information for the event, such as the date, time and place.
This tactic will aid in two objectives, the same objectives that the event aids in, increasing a positive opinion of Men’s Wearhouse
by 25% within one fiscal year and having 10% of sales within the two quarters be from new customers.

Summary

The termination of Men’s Wearhouse CEO George Zimmer took away a key brand image and confused and upset Men’s wearhouse
employees and stockholders. Now Men’s Wearhouse is faced with the challenge of repairing customer, employee and shareholder
relationships as well as facilitating consistent communication around the rebranding.
Engaged PR Consulting is a uniquely cross-functional consulting team that has a plethora of experience in driving revenues and
winning the hearts of target audiences for our chosen clients. We have done our research and know what Charles the shareholder,
Debbie the employee and Seth the millennial man need in order to support the growth and development of the Men’s Wearhouse
brand. Better yet, we know how to deliver in order to fulfill those needs. The cost of this campaign, less than 400,000 dollars, is a
drop in the bucket to Men’s Wearhouse. But without Engaged PR Consulting, Men’s Wearhouse may never gain the traction with
these chosen target audiences to ensure sustained growth and further brand development.

Estimated Budget:
Stockholders:

Events, collateral, media production costs, etc.

$20,000

Events, collateral, media production costs, etc.

$40,000

Employees:

Millennial Men:
Walk off event $260,000
Radio Ad for event $3,000
Infographic $500
YouTube video $3,000
Social Media campaign $2,000
Other $31,000
Subtotal: $300,000
Grand Total $360,000