NMDL Ralph Lauren: Best Greek Contest
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Ralph Lauren is launching a "Best Greek Contest" targeting college students at major universities. Fraternities and sororities will compete in sports games, with the winning groups receiving custom Ralph Lauren apparel. The goals are to create lifelong customers and brand awareness among 18-25 year olds. Key metrics include social media engagement and app downloads. Tactics include social media, Google ads, and a dedicated mobile app to engage the target audience. The total budget is $60.1 million.
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NMDL Ralph Lauren: Best Greek Contest
- 1. Ralph Lauren: Best Greek Contest We dont just sell clothes, we sell a lifestyle that is exciting
- 2. What/Who is Ralph Lauren? Ralph Lauren began forty years ago with a collection of ties; it has now grown into an entire world, redefining American style. Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in their dream. He was the innovators of lifestyle advertisements that tell a story and the first to create stores that encourage customers to participate in that lifestyle. Ralph Lauren Corporation produces a wide range of products including: clothing, accessories, footwear, fragrances' and furniture, all marketed under its different brand names
- 3. Company Background 1967 Company founded by designer Ralph Lauren with the launch of mens ties 1969 The first Polo emblem was seen 1971 Polo Ralph Lauren launched its first womens collection 1981 Ralph Lauren goes international 2000 Ralph Lauren official website + online shop was launched as polo.com 2007 Website re-launched as ralphlauren.com
- 4. Big Idea/Contest Details Ralph Lauren has decided to host a Best Greek Contest Representatives from Ralph Lauren will be going to two major universities in each state, for Michigan it will be the University of Michigan + Michigan State University They will host a series of games, such as rugby + golf where fraternities + sororities can compete against each other After several games + process of elimination, there will be one winning fraternity + one winning sorority The winning organizations members all get a discount on the items Each winner get a crew neck + polo shirt designed for their organization + represented university by Ralph Lauren with their fraternity/sorority colors + shields + emblem of their university + will be featured on their website for a month
- 5. Goals Create lifetime customers + gain more awareness for the competition next year, which would help us keep gaining more awareness + customers To show possible consumers that Ralph Lauren is not just a clothing company, but a lifestyle to be achieved
- 6. Target Audience Our current target audience = upscale professionals from affluent communities who sail, ride horses + participate in sports such as rugby Our new target market =upscale + trendy shoppers, ages 18-25, college students + fraternity + sorority members
- 7. Key Performance Indicators Analytics Monitoring our hash tag use - #RalphBestGreek2014 Monitoring how many people are downloading the smart phone app Fraternities/sororities have a large number of members more people to influence Our presence at the universities will also help us reach a lot of people hopefully creating brand awareness
- 8. Tools and Tactics The digital marketing tools we plan on using to implement our campaign are: - Facebook - Twitter - Instagram - Google AdWords We will use the hash tag #RalphBestGreek2014 on all social media sites We will update the current Ralph Lauren app for smart phone users that will have all the information + updates on Ralph Lauren: Best Greek Contest so that people may stay connected on the go
- 9. Cost / Budget Overall Advertising cost including: - Advertising Agency - Google AdWords - Store/Event Displays - Monitoring Social Media = $60,000,000 Traveling Cost: = $ 100,000
- 10. Summary Increased number of followers + interactions on social media Will help us draw younger, college based audience in a fun way Gain awareness + promote Ralph Lauren as a lifestyle + create lifetime customers
Editor's Notes
- #6: Goals via Tools & Tactics:- Social Media To reach maximum # of people, gain awareness, build communities, interact & get stronger follower base - Google AdWords To get more awareness + drive more people to our website- Store Display To show what we represent + be our best supporting visual + attract target market - Phone App To give target market easier way to stay connected with us & the campaign
- #8: - Analytics - serve as a huge help for us in giving us insight on how we are doing + determining the outcomes of our campaign + the use of our social media + help us guide future decisions Monitoring our #RalphBestGreek will give us a number on how many people are talking about us, to us or mentioning us Monitoring how many people are downloading our app will serve as a number of how many people we are gaining as future customers & how many people are following the contest Number of students in organizations participating -this will give us a good idea on how many people we are reaching + will later potentially buy our product Presence at universities = more reach + brand awareness
- #9: - Our plan is to run a campaign that will be heavily advertised in the stores, on the website & then on social as well - Social media plays a huge role it is where we will keep the participants & current customers updated with the games & the winners of every school - Via social media is where we will display the designs for the winners as well- We will be updating statuses + posting pictures throughout the whole campaign + all the competitions at every school through social mediaThis will also help us engage better with our audience + target market + also gain more viewers + followers on our social media sites
- #10: - Advertising Agency Plan & build campaign; our most expensive cost; usually charge between 8% - 12% of campaign budget- Store Display Depends on size, but traditional size/time/cost is around $15,000- Monitoring Basically how much you have to pay employees to do so - Traveling Cost Tour bus around the country sending our team to universities (3 months of traveling September November)