Vincor International: Twist Launch

Title Slide
Title the presentation encapsulating the overall objective – title slides must describe outcomes. For example use action verbs
such Capturing….. Launching….. Developing……Capitalizing….. Maximizing…………

Orient the reader to your overall objective.

Student Name(s) In Full, Student Numbers

Submission Date

Professor Kathryn Faubert Page Number

Heading: Each Slide must have a heading and support the content in the body of the side must prove the slide
title.

COMMUNICATION STRATEGY (Similar to Executive Summary – THE LAST SLIDE YOU PREPARE)

Include the following:

Problem/Opportunity Summary
Marketing Objective(s): (Maximum TWO (2)
Positioning Statement:
Proposal Integrated Marketing Communication Campaign Strategy , Target Audience, Marketing Mix.
Georgraphy: National Campaign English and French Canada
Timing:
Budget:
EXAMPLE ONLY – ILLUSTRATION PURPOSES.
COMMUNICATION STRATEGY – Hopkins Beer/Illustration Only.

Summary Introduction: Maximum Three (3) Sentences

Marketing Objective: Increase market share 2% and licensee listings 15% during the campaign beginning Victoria Day May 24th through
Thanksgiving Weekend October, 2020.
Positioning Statement: (Direct from Client Brief)
The Communication Strategy for Hopkins Premium Craft Beer is to aggressively emerge from the shadow of the other competitive ‘craft’ beer
as a distinctively sophisticated brand - the beer of choice among the socially active customer who enjoys time spent after hours with friends to
create and share memorable moments.
Our primary audience seeks highly interactive spirited social engagements. (Marketing Mix) The IMC campaign will connect with this tech
savvy obsessed audience through a variety of digital, interactive and experiential mediums to generate conversation, collaborative
engagement leading to brand loyalty.
A strong Public Relations effort will amplify our positioning and though our highly respected Sales Team generate credibility, incremental
listings, merchandising support among Licensees, LCBO/SAQ and Beer Stores). Hopkins is proud of their proprietary heritage and premium
price and consistently supports this positioning and message strategy throughout all activities, plans and programs.
National Campaign Canada (English and French Key Markets)
2 Tiered Promotional Build up Media Strategy Beginning May 24th through October 30th 2020
Budget $ 3.2 Million Canadian. Includes Agency Compensation and Taxes.
Heading: Each Slide must have a heading and support the content. Must prove the slide title.

TARGET AUDIENCE(S)

Vivid/Descriptive Summary: Include: Relevant Demographics, Psychographics, Lifestyle, Behaviour, Attitude, Opinions, Frustrations, Experiences they are
seeking.
Consumer Insights – Summarize, Use real quotes obtained.
No bullet points.
Limit Images / Appendix section only (Client Brief)

Annotations at the bottom of a slide should only be used to transition to the next slide.
Heading: Each Slide must have a heading and support the content in the body of the side must prove the slide
title.

MARKETING COMMUNICATION OBJECTIVES

Marketing Communication Objectives Must Be S.M.A.R.T.
Heading: Each Slide must have a heading and support the content in the body of the side must prove the slide title.
Creative Plan
Explain and Describe the reason and purpose of each component. Example Below: Illustration Purposes Only!

Creative Objectives
LuluLemon’s ‘New’ brand X patent protected Luon fabric high performance fashion apparel, promises to deliver a flattering fit and versatile transition from exercise
to leisure casual wear.

Creative Strategy
The brand promise and key benefits will be presenting using a combination of rational/ factual messages highlighting the unique qualities of Brand X. The audience
will connect to and respond positively to ‘lifestyle’ messages appealing to their ego to build confidence and self-esteem.
Tone and Style
Powerful and Confident – Lululemon customers want to feel attractive, confident and stylish when they transition from Yoga to casual outings.
Sensual: They are body conscious and seek casual clothing to complement their wardrobe.

Creative Execution: The Lifestyle, Demonstration and Rational Brand Messages will be amplified through a combination of ‘Fitness Influencers, LuLuLemon
Brand Ambassadors modelling the new LLLemon Fall /Winter Season Edgy New Luon Fabric.
Heading: Each Slide must have a heading and support the content in the body of the side must prove the slide title.
Media Plan
(Who, What, Where, When) - Review Lecture Notes and Power Point Presentations Week # 8 & 9

If there are more than one segment you can approach this way. (Consider also, Phase 1, Phase 2, Phase 3)
Refer to cases examples provided in class/blackboard.

Prelaunch – who, what where, when

Segment #1

Launch – who, what, where, when,

Segment #1 and #2

Post Launch – who, what, where, when

Segment #1 and #2

Include Market Strategy: Market Coverage and Timing.

Integrated Marketing Communication Plan
Prioritize Mediums/Activities/ Plans
Television
Radio
Print (Newspaper Magazines
Events
Sponsorships
Interactive/ Digital
Direct
Retail
Promotion
Integrated Marketing Communication Plan (Prioritize Media Platforms in order –
Primary / Secondary
Example Below – Illustration ONLY!

Retail Plan - Employees

Objectives:
To educate and generate excitement among the LuLuLemon employees to inspire creative merchandising and display opportunities in order to stimulate aggressive
sales and profits throughout the launch Sept. 2018.
Strategy: Sales Training will commence at Key Markets across Canada beginning April 1st through May 31st. Store Managers will provide every sales team with samples
of the new line explaining the features and benefits. The training sessions will be arranged and managed by the store manager through demonstration, videos and
yoga trainers and coaches. Sales staff will be given weekly sale targets and objectives.
Execution and Tactics:
In-store Point of Sales and Educational Collateral: Each store will receive display stands, and posters along with ‘Coming Soon’ Banners and easels to place outside
the store. Product catalogues will be given to each employee to help them become more familiar with the extensive new line of clothing.
Training Sessions: Store Managers will conduct motivational new product educational employee training sessions to maximize sales performance. Employees will be
given monthly sales objectives which will be monitored weekly. To encourage, convince and persuade loyal customers to become brand ambassadors. CRM programs
will improve customer service and brand loyalty
Incentive Program The launch of the new line of LLL a series of bonus incentives such as ‘spa days’, health and wellness packages and employee discounts are aimed to
increase motivation and stimulate aggressive sales performance during the launch.
Validation Metrics Sales objectives/actuals monitored weekly and by region throughout the launch beginning May 1st through Dec. 30th ) . Increase of X%
Customer Satisfaction Rate. Customer Feedback/ Survey. Earned Media gained through Public Relations Press Release. Traffic Increase to LLL Microsite, Orders on
Line.
Budget $230,000.
Heading: Each Slide must have a heading and support the content in the body of the side must prove the slide title.

Digital Plan
Follow the direction provided on the previous slide.
Heading: Each Slide must have a heading and support the content in the body of the side must prove the slide title.

Experiential Plan

Follow the direction provided on the LuLuLemon Retail slide.

Continue the same format for all media plans

Heading: Each Slide must have a heading and support the content in the body of the side must prove the slide title.

Media Blocking Chart

Heading: Each Slide must have a heading and support the content in the body of the side must prove the slide title.

Budget Allocation Summary

Heading: Each Slide must have a heading and support the content in the body of the side must prove the slide title.

Media Considered and Rejected

Explain
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Appendix
Work Cited – MLA/ no links without description.