Keturah Collection is a new line of women’s fashion shoes. The shoes can be worn with or without interchangeable straps for many different looks. Keturah Collection is currently in the process of creating its line of shoes. Keturah Collection is an upcoming company that is looking to build a brand image and enhance brand awareness. The company wants to inform consumers about the value of it’s unique fashion footwear by emphasizing the versatility and style it offers.
Keturah’s target audience consists of women between the ages of 18-35 years of age. These women love fashion, have jobs, and spend some of their free time going out. They have a median income of about $33,000. They have completed high school and are going to college, or have already completed college and have earned a Bachelor degree. It is likely the majority of these women are living independently, but those around the age of 18-23 are likely to still be living with parents.
These women are tech savvy, and are heavy users of their smart phones and social media sites including instagram, pinterest and snapchat. These women enjoy shopping, often shop online, and are informed shoppers. These women value fashion and being unique. They want to have a unique sense of style that is both comfortable and versatile. They like to try new brands, but they also value being loyal to brands that they like. These women tend to live very busy lifestyles. They are usually busy with school and/or work, and are also trying to keep a healthy social life. Because of their busy lives, they are most commonly out and about during the day and don’t have time to go home to get ready for social events. They value American companies, health, and tend to be environmentally friendly.
Brand Perception/Voice/Tone Guidelines
Fashion forward, unique, enthusiastic, educated, understanding, and trendy. Sleek, versatile, and contemporary.
Keturah will have an ecommerce site that will enable consumers to purchase shoes, and learn about the company and the products. In addition to the Keturah Collection website, the brand will use the following communication strategies:
Social Media Marketing: Using social media sites such as Instagram , Facebook and Pinterest will get consumers to be able to engage with the brand, and will be able to increase exposure of the brand through posting new photos, which will then appear on consumers feeds. Consumers can easily share social media posts with friends and family. Social Media can allow the brand to show consumers the brand's personality.
Internet Marketing: Advertising on different website that the consumers frequently access will increase traffic to the website, increase brand awareness and may lead to increased sales. The company can use pay-per click banner ads on Facebook, clothing store website, fashion blogs, and news sites. They can also advertise through the social media sites through paid advertisements to have them “sponsored” on social media.
Direct Marketing: Have site visitors opt into receive emails. Then emails can be sent to those interested consumers. Emails can inform consumers about specials, new designs/offerings, coupons, or reward opportunities.
Because of the wide range of shoe types, competition may include brands that offer sports footwear (running, tennis, walking shoes, etc.) but direct competitors are those that also offer fashion footwear. Because Keturah is a smaller startup, closer competitors will be smaller companies, rather than big names like Nike and Steve Madden. The versatility that Keturah offers gives it a competitive advantage over those brands that offer fashion footwear that is only one style per shoe, and cannot be easily changed. To be competitive Keturah will need to invest in marketing and advertising in order to reach new consumers. Offering an excellent online experience along with great customer service will give Keturah the ability to produce brand loyalty, repeat buyers, and increase word of mouth sales.
Single Minded Message
"We offer unique fashionable versatility that gets you through the day, and brings you into the night."
Build brand image
Create and enhance brand awareness
Inform consumers about the value by emphasizing the versatility and style it offers.
Women between the age of 18-35 years old. They are fashion lovers, with jobs, and a social life. They have a median income of $33,000. They are high School graduates, that have also graduated from college, or are currently attending college. It is likely the majority of these women are living independently, but those around the age of 18-23 are likely to still be living with parents. These women are tech savvy and use their smartphones and social media frequently. These women love shopping and are informed shoppers. The like being unique and fashionable. They live a very busy lifestyle.
Keturah Collection is a new line of women’s fashion shoes that can be worn with or without interchangeable straps for many different looks.
Keturah Collection shoes are unique fashion pieces that are both stylish and versatile.
Keturah Collection offers unique fashionable versatility in the shoes it offers.
Keturah Collection wants to make women feel comfortable and confident in their shoes, and to be able to easily switch between styles without having to buy or carry around several pairs of shoes.
Social Media- The social media sites that should be used to communicate to consumers are Instagram, Facebook, and Pinterest. Instagram and Facebook are outlets in which consumers can interact with the company/brand. The company will need to reply to messages and comments from consumers. The company can also post photos of products and fashion outfits which will then appear on consumers feeds. Consumers can easily share these Facebook and Instagram posts with friends and family. For a fee, posts can also be “boosted” so that it will appear more frequently on newsfeeds. On Pinterest the company can post and re-pin different fashion, clothing, outfits, beauty and other such content, that consumers can view, and get ideas from. The consumers can follow Keturah Collections on Pinterest and see how fashionable the company is. These three social media sites will show the consumers the brand’s personality.
Internet- Advertise on different websites that the target audience is likely to access. Good sites to insert ads would be clothing store websites, fashion blogs, fashion magazine websites, and news sites. The target audience is very likely to be accessing these types of websites when they are online, and placing an ad on these types of sites are more likely to be seen by our target audience.
Direct Marketing- Have site visitors opt into receive emails. Then emails can be sent to those customers that seem to be at least somewhat interested in the product. These emails can inform consumers about specials, new designs/offerings, coupons, or reward opportunities. If they are interested enough to opt in for emails, it is likely they are interested enough to buy, they just may need a little push, so an incentive would likely do the trick.
Print- Print ads in fashion and feminine magazines. Women that are interested in fashion are likely to read fashion magazines. If women are reading these magazines, they will see the advertisement. When people are reading a magazine, it is more likely they will flip through every single page, and will see the advertisement. Magazine possibilities include: Elle, Glamour, Cosmopolitan, Fashion, and LA Fashion Magazine.
The recommended budget is approximately $13,880. The most expensive recommended media is the magazine print advertisements. The magazine chosen for this period is the LA Fashion Magazine, because it is localized to where the brand will be starting their target, and it is far less expensive in comparison to more widely read magazines. The cost to have a full page 4 color 1 time print ad in a very popular magazine it is very expensive. Cosmopolitan: $268,515 Glamour: $251,942. Therefore, this is why I recommend to start out by doing a print ad in the LA Fashion Magazine. The rates for a full page is $3,500 for one issue, $3,200/ad for two issues, and $2,500/ad for 4 issues. The cost decreases per ad when more ads are purchased. So two magazine print ads are recommended at $3,200 each, totalling $6,400. This will get the brand image out to those that are interested in Fashion.
The second most expensive media chosen to do use to communicate would be the internet ads. They are about $2,000 each for an insert in the middle of a page. The fashion blogs would be a less expensive site to start on advertising on. I recommend to advertise two times on two different fashion blogs, this will cost an estimated $4,000 in total. One allocation was during fashion week, because that is when consumers are most likely to be looking at fashion blogs, which means, they will be even more likely to see your advertisement.
The least expensive form of media recommended is social media. Many functions of social media are free. These free functions should be used frequently. The only cost of these would potentially be paying an employee to take care of these activities. Posts on Facebook, posts on Instagram, pinning on Pinterest, and communicating with consumers by replying to comments and messages should be happening extremely frequently, and should be used all year long. The “boosted” posts should be taken advantage of as well. It is about $5 per boost to reach a certain number of an audience, so I have recommended an allocation of money to be spent on boosting posts per month. This budget can be used to boost up to three posts per month that money is allocated. The more money that goes into one post, the more people will see that post. This is why I would recommend boosting fewer posts, than several posts. For employee payment, I made an estimate, and have allocated $30 per month for all social medias. A lot of time is spent on social media, especially by the target audience, therefore, having a strong presence on these social medias will make it more likely for the target audience to see the brand, and be able to communicate with the brand.
Emails are frequently looked at my the target audience. And those that were interested in the shoes were the ones that opted in to receive the emails. Therefore, it is very likely that the target audience will open the emails that are sent out, and they will see the special offers, and new products. Advertising emails should be sent out about one to two times per month. The only cost associated with sending out these emails is the cost of paying an employee to do this work. For this, I also allocated an estimated $30 per month for employee payment for sending emails.
Magazine Print Ad Rates:
LA Fashion Magazine:
Internet Ad Rates: