Apparel Marketing Strategies for Local Brands

4/18/2015 Hannah Cedargren, Nate Ip, Ellie Schriner, Robert Strauss, Meredith Rintoul

Table of Contents Growth/Marketing Strategy Section I Marketing/Expansion Apparel Focus Case Study: Homage Case Study: Accendi Conclusion Section II Social Media Marketing Projection Model Twitter Instagram Website Community Outreach HR Strategy Section III New Hires Profit Chain Orientation Training Section IV Current Employees Recommendations Methods

Expansion and Marketing Strategy

Apparel Focus Hometown Pride From Toledo and Beyond The hometown pride that Jupmode devotes to Toledo is a valuable basis for culture Obtain licensing for trademarks and images Negotiate a deal with certain partners to have a starting partnership than expand that licensing if proven successful Legitimizing and appealing to a larger customer base Push licensing boundaries or utilize inferences, which involves referencing certain topics without explicitly saying so i.e. referencing Ohio State Football by writing Ohio and a football in scarlet and gray Take that hometown pride and Be proud in where you call home , whether that be Toledo or Ohio in general Reach out to a sponsor/partner that the community recognizes to spread the word and show an investment in the community or a connection with other communities Partnerships could include apparel for local restaurants (not chains), schools, major figures in the community or businesses at a discounted rate and advertisement at their locations to help spread of awareness

Case Study: Homage Vintage Sports Culture CEO Ryan Vesler started in his parent s basement and expanded by word of mouth Basis for apparel design is pieces of pop culture history Goal is to tell a story with each Homage product Acquired licensing from collegiate schools literally by going in an talking to representatives Obtaining licensing legitimized the company and expanded their customer base Partnership and Sponsors Urban Outfitters, Zumiez, Lids Will Smith, Chris Rock, Jimmy Kimmel, Russell Westbrook Wendy s (Columbus founded, Dublin based) Where s the Beef campaign apparel Fans around the country desired shirts for their own cities/ sports teams Expansion to cities around the nation

Case Study: Accendi Illuminating the Streets James Canella bought an industrial printer and started printing shirts in his house during high school Based the culture of his apparel on the type of music he listened to Had a strong passion for his home and the major city that was nearby (Chicago) Logo Interest spread by word of mouth and friends of friends Social media continued to spread interest throughout the school and community Partners and Sponsors Taylor Bennett, brother of Chance the Rapper Urban Outfitters http://www.accendihighergoods.com/#intro-section

Conclusion Putting DNA behind the images Since online custom orders are the main source of income, developing web based orders are key On the website there should be a catalog of the products that can be customized Visuals of potential and even past orders can give customers an idea of the quality of your work Focused apparel lines can expand your appeal Hometown pride shirts focus on different areas States and Cities More Specific or Unique Symbols that are recognizable by those who live there Shirts than utilize the brand name of Jupmode Ex: Utilizing the word mode and adding pictures before the word Focus less on miscellaneous shirts and more on unique shirts with meaning to strengthen brand name

Social Media

Marketing Campaign Model Facebook / Twitter Total Customers Acquired Cost per Click Conversion Rate Total Cost Cost per Customer 75 $1.00 3% $2,500.00 $33.33 Results Total Budget Total Customers Acquired $2,500 75 Key Metric Customer Acquisition Cost $33.33 Total Revenue (at $20 ASP) $1,500

Twitter Focus: Presence, Interaction, Expansion Add to tag line a quick description of the company like Your Favorite Hometown T-Shirt or key words such as t-shirt , custom , apparel , design to give people a better idea of what exactly JupMode is from the first glance Post a tweet with a picture of a new JupMode item and have followers retweet for a chance to win the item pictured Create a hashtag such as #MyMode to encourage customers to post pictures of their JupMode purchases and custom designs - Hashtags act as free advertising and help connect customers hashtag - Include in packaging or confirmation email Share your JupMode style with the #MyMode Engage actively in customers posts through favorites, retweets, and replies

Instagram Structured, Attention Grabbing, Cohesive Display pictures of sports teams, organizations, businesses, etc. wearing shirts you ve designed for their activity and encourage them to like your photo Encourage customers to post photos of their original JupMode designs with the hashtag #MyMode or #CustomMode - Could hold Custom Contests where customers design a JupMode item and post a picture of it. Winner is the one who receives the most likes Interconnect the JupMode Blog with Instagram - Posts are already structured well for Instagram - Will reach larger audience than the blog

Website Accessible, Organized, Easy Open to About Us page or blog with the latest news - This gives viewers an immediate answer as to why you do what you do, not just what you provide Shop/Mens/Womens: Needs congruency to increase aesthetic appeal - Display each product flat with white background, then once the viewer clicks on a specific product a photo gallery of different angles or models should appear - In efforts to target a larger audience, vary the products that appear on the first page of Shop . As of now, someone may be deterred if they only see Toledo items and don t have any relation themselves to Toledo - Display Men s clothing items on male models and Women s clothing items on women to avoid customer confusion Custom: Create an interactive, step-by-step process that allows customers to create their own designs efficiently - Display Custom Contest opportunities on the Custom page to entice customers

Community Outreach Provide, Collaborate, Develop St. John s Jesuit, Cedar Creek Church, Kengo Reach out to all local high schools (like you have done with St. John s Jesuit), especially their Athletic Departments and offer bulk discounts to encourage sports teams and student spirit sections to print shirts through JupMode - When these relationships are developed, you can create a Team of the Month and highlight the teams that have used your products via social media. Incentivize these relationships with some sort of reward for the chosen teams - This creates great PR for your company as well as free advertising Continue connections like your relationship with Cedar Creek Church and Kengo by reaching out to companies based out of Toledo. Often businesses have Days of Service or Leadership Conferences that they like to have merchandise made for To combat the inability to sell merchandise directly from the van, take the van to festivals with a few iPads and allow people to design custom items on the spot Snapchat is one of the fastest forms for social media. Being a market leader in marketing through Snapchat could be advantageous.

New Hires

Profit Chain Employees Customers Profit

Orientation Establish a well rounded orientation Company Orientation Seminar/ Workshop Training Company Video Training An introductory meeting with Shannon Employee Orientation An introductory meeting with HR explaining the company history, values, business objectives, typical benefits, culture, etc. is very effective Introduce the new hire to all other employees on the floor, give a brief explanation of all employees during the tour Some sort of social event with new hires and current employees should always occur Emphasize career progression to potential employees Career paths should be clarified for most areas of the company

Training Culture and work should be interwoven Job-specific training Shoulder to shoulder training by assigning a new employee to a mentor or group of mentors for different assignments is effective. Document each new hire s training process for future reference and always ask for employee feedback Every position should not only have a job description, but also a performance review held annually with specific goals that are measurable Early on performance updates should occur more frequently What will they get out of working for Jupmode? Emphasize company culture and pride out of every quality shirt or product made Create goals that the whole company can reach for and rewards for when they accomplish them Discover the new hires reason for employment Employees with motivation outside of pay are happier and remain with the company Creativity should be stimulated Internal contests for new patterns and designs are stellar motivation

Current Hires

Recommendations Establish feedback methods Methods Hold stay interviews with employees during critical period Anonymous feedback Incentivize hitting goal metrics Continue training employees

Current Hires How to make it happen Resources Stay interview question list Online survey option comparison Metrics worksheet Training guide

Thank you for your time. Questions?