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Executive Summary
Mystique Boutique is an innovative company that offers women in the Tulsa area an
affordable, yet fashionable way to stay ahead of the latest trends. This project details a
plan to focus the company on the best ways to break out their fashion resources and
begin building their online presence. Targeted marketing will place the Mystique name in
front of consumers that will find interest in the product and will directly impact the
success of the company. This plan emphasizes the most profitable areas for Mystique to
advertise as well as the cost benefits and the direct impact of these promotions. This will
lead to an increase in brand awareness, customer engagement and overall purchases.

Company Description
Mystique Boutique is located at 2337 Cherry St. in the downtown Cherry Street district of
Tulsa, OK. Mystique offers upscale women's clothing selections, ranging from fierce,
sophisticated designs to fun, flirty, fashion forward apparel. Mystique also offers
exclusive personal style services which include a detailed style assessment for our
patrons. Mystique is a female-owned partnership that extends its products and media
exposure to Tulsa and the surrounding areas of Bixby, Broken Arrow, Jenks, Owasso and
Sapulpa.

Situation Analysis
Mystique Boutique is a new business, therefore our primary goal is to introduce our
boutique, create brand awareness and to further maintain this brand awareness as we
grow and evolve. The SWOT Analysis highlights our internal strengths and weaknesses
and our external opportunities and threats. Being aware of our current situation will

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assist us in furthering our strengths and taking advantage of our opportunities, while
finding ways to minimize our weaknesses and our threats.

SWOT Analysis
Strengths

Location
Hours of availability (close at 9pm,
Th-Sat)
Reasonably priced comparatively
Owners have public relations
degrees

Opportunities

Festivals/events
Partner w/ other Cherry Street
shops - offer 10% discount with
receipt
Loyal customers
Revolving/seasonal fashion trends

Strong online presence

Weaknesses
Lower profit due to reasonable
prices
Tedius work schedule due to later
hours
Rental costs are expensive
Low stock volume
Threats
Parking
Competition of other Cherry Street
boutiques
Economy (lack of necessity)
Advertising budget of higher end
boutiques

Target Audience
Objective
Reach 50% of women in Tulsa and surrounding areas

48,977 women ages 18-30 years old in the target area

Our reach goal, at 50%, is to reach 24,488 women between 18-30 yrs old

Lifestyle & Behaviors

Classy, fun, flirty, sophisticated

Social Media
Girls day out
Date night

Geography

College
Bargain Hunters
Housewives
Fashionistas

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Tulsa, BA, Jenks, Owasso, Bixby, Sapulpa

Purchaser

Women make 85% of the purchases in the family, so this boutique is clearly aimed
at women specifically.

Competitive Analysis

We believe a competitive analysis is crucial for establishing a point of difference for

your brand as well as for developing the competitive attack plan. Using a
competitive analysis in a strategic manner can lead to a number of media strategy
decisions. 8

Cherry Street Local Shops

Rope: Boutique: Cherry Street: Womens Clothing / Facebook / Twitter

The Nest on Cherry St. : Home Dcor / Facebook : Mimosa Saturday Deals :

change hours for fall shopping : online drawings for free merchandise
Deb Shops : Womens Clothing / Facebook / Instagram : offer plus size clothing

Product Purchase Cycle

1-2 minutes to walk past the window, see a fashionable outfit and decide to stop in
30 min-1.5 hours on shopping trip for a specific item
Quarterly - Seasonal shopping/rebuilding wardrobe (Fall/Spring/Summer/Winter)

Reach Goal

To reach 50% of women 18 - 30 yrs in Tulsa and surrounding areas

Total female population 18-30 yrs old in Tulsa and surrounding areas is 48,977
according to suburbanstatistics.org.
o Tulsa: 35,396
o Bixby: 1,394
o Broken Arrow: 7,249

o Owasso: 2,398
o Jenks: 1,015
o Sapulpa: 1,525

o
Our reach goal, at 50%, is to reach 24,488 women between 18-30 yrs old in target area.

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o
Forms of Communication

Fliers (Opening;Seasonal)
Grand Opening Press Release
Social Media Platforms
Social Media Ads

Coupons
Local Event Calendars
Newspaper Ads
Loyalty Cards

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Frequency Goals
April 2015 Strativity Research Study

o Almost 40% of customers interact with their favorite company at

least weekly, making the quality of customer interactions very
important.1

o Frequency of interaction builds loyalty and advocacy: 87% daily,

64% weekly, 49% monthly and 33% few times/year.1

Fliers:
o Soft Opening Fliers
Send out initial flier two weeks prior to Soft Opening - Nov.
26
Send out reminder flier one week prior to Soft Opening Dec. 3

o Seasonal Fliers
Send out quarterly, prior to peak season change
Send out additional holiday advertisements in Nov. & Dec.

o Cost: $70.44 annually

2012 CMO Council Direct Marketing Report states that 40% of

consumers say that they have tried a new business after receiving direct
mail, and 70% have renewed relationships with businesses that they had
previously ceased using.2

2013 Direct Mail Information Service Report highlights that over

75% of direct mail is opened by the recipients while 63% read the contents.3

Grand Opening Press Release:

o Printed once, prior to Grand Opening; printed Dec. 14 (FREE)
o Total Tulsa World Sunday Readership - 295,949
o 46% female = 136,137 female readership of all ages4

Social Media:
o Facebook - Once or twice per day (FREE)
o Instagram - Once or twice per day (FREE)

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Social Media Ads

o Daily advertisements, January - December
o Cost: $3,660 annually
o Estimated Daily Reach=4100 women within 50 mile radius

Coupons:
o Offer special deals and sales 2-3 times per week
o Advertise on our social media platforms and event calendars
(FREE)

2014 Capgemini Consulting Analysis only 25% of companies

reward loyalty program members based on non-purchase interactions. 5

Local Event Calendars:

o Advertise weekly as necessary (FREE)

Newspaper Ads:
o 13 week contract (Full page ad-5wks, Half page ad-8wks, plus
banner ad on newspaper website for entire 13wks)
o Cost: $7,592 annually
o Total Tulsa World Sunday Readership - 295,949
o 46% female = 136,137 female readership of all ages4

Loyalty Cards:
o Printed semi-annually and presented to customers

2015 Loyalty Report states that 76% of Americans think that

loyalty programs are part of their relationships with brands. 6

The 2015 Reality of Retail Report says 46% of shoppers who

use loyalty programs consider them to be important in their decision to

purchase. 7

Total Audience Impressions

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Reach# x Frequency = Total Audience Impressions

Grand Opening Press Release

o Sunday female readership (all ages) in target area = 136,137
o 136,137 x 1 Sunday Press Release = 136,137 TAI

Social Media Ads

o Female reach (all ages) within 50 mile radius = 4100
o 4100 x 365 (daily ad) = 1,496,500 TAI

Newspaper Ads
o Sunday female readership (all ages) in target area = 136,137
o 136,137 x 13 Sunday Ads = 1,769,781 TAI

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Implementation Plan

Media Objectives

Introduce our company and

through print circulation at

create brand awareness

least once/week4

Increase our online presence

Increase customer
participation (likes, shares,

using social media platforms

retweets, hashtags) by 50%

Reach 24,488 women 18-30

within 3 months

yrs old in target area at least

10 times/week using social

media
Reach 46% of female

Increase sales by 10% within

the first 3-6 months of our
media plan

readership (136,137 all ages)

Media Strategies
Fliers
(Opening;Seasonal)
Grand Opening Press
Release
Social Media Platforms

Social Media Ads

Coupons
Local Event Calendars
Newspaper Ads
Loyalty Cards

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Media Tactics:

Soft Opening Fliers:

o Invite close friends, fashion bloggers, media outlets, and family
ONLY for a sneak peak of the boutique, with the request that
everyone talk about and share pictures/statuses about our

boutique via Blogs, FB, Instagram and Twitter.

Quarterly/Seasonal Fliers:
o Post fliers in our window at the boutique
o Post fliers around town and surrounding areas such as Bixby, BA,
Owasso
o Mail/email fliers to media outlets and fashion bloggers
Instagram:
o Upload images of latest fashions
o Post once or twice per day
o Use hashtags such as #mystiqueboutique #tshirttuesday
#tanktopthursday
o Offer 10% off coupon when customer uses hashtag showing off

our product
Facebook:
o Post once or twice per day between the times of 9am and 5pm.
(Business hours)
o Use hashtags and catch phrases: #wearablewednesday

#flirtyfriday
o Upload images of latest fashion & new styles in store weekly
o Promotional give-away for sharing our brand/store
Coupons:
o Offer special deals and sales 2-3 times per week
o Advertise on our social media platforms and event calendars
(FREE)
Newspaper Ads:
o 13 week contract (Full page ad-5wks, Half page ad-8wks, plus
banner ad on newspaper website for entire 13wks)

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Loyalty Card:
o Offer loyalty cards to all purchasing customers
o Customers get a hole punch for every $50 spent
o Customers will receive 15% off purchase after getting 10 holes
punched

Loyalty Card

Soft Opening Flier

Holiday Flier


Facebook

Facebook

Instagram

 Budget Pie Chart

Media Flow Chart

Testing & Evaluation

Grand Opening - Customer poll "What brought you in?"

Social Media
o Track likes, shares, comments, customer engagement
o Track number of coupons and associated discount

Loyalty Cards
o Track zip codes to locate customer base information
o Track loyalty cards given and cards cashed in

Track consumer receipts brought in to monitor local shops/competition use

References

https://strativity.com/april-news-the-influence-of-frequency-delight-on-loyaltyinfographic/

http://www.tulsaworld.com/app/mediakit/downloads/rates/National.pdf

https://www.capgemini.com/resource-file-access/resource/pdf/redefining_loyalty_
programs_capgemini_ consulting. pdf

http://info.bondbrandloyalty.com/the-loyalty-report-2015

http://www.inreality.com/resources/report/20150331/

https://www.cmocouncil.org/facts-stats-categories.php?
view=all&category=direct-marketing
https://www.aabacosmallbusiness.com/advisor/direct-mail-marketing-smallbusiness-advice- 152312052.html

Kelley, Larry D., Kim B. Sheehan, and Donald W. Jugenheimer. "Chapter 8." Advertising
Media Planning: A Brand Management Approach. 3rd ed. Armonk: M.E. Sharpe, 2012. 60.
Print.