News Gen idea (2)

Client Mallow

Campaign New business opening launch, business to business relationship building, on going promotion.

Pr Company Myself

Budget £5000

Introduction

Mallow is a new lifestyle clothing and footwear shop aimed at the 18-45 year old market. Mallow is due for opening in Truro, Cornwall in January 2008. The owners have both worked extensively in the retail trade with over 20 years of combined experience. This will be their first business venture. The owners have thought thoroughly about what they want from Mallow and have a strong ethos for their venture.

The Mallow Ethos
To fill a gap in the market for lifestyle and comfortable wear which is both fashionable and affordable.
To attract a wider audience to show that outdoor wear is more than just the surf wear currently associated with Cornwall.
To be environmentally and culturally conscious, will be using recycled paper bags and wrapping with no plastic.
To promote a range of footwear that is specifically designed for orthopaedic medical conditions which are still fashionable.

They have also come up with a set of S.M.A.R.T objectives that they have presented to me.

These are as follows;
Strengths
With the right promotion as a new shop they have the ability to attract a curious audience.
People will want to find out about them.
The owners have a clear vision of what they want from the business in the future
Experience in the retail trade

Weaknesses
As a new company without the correct promotion and marketing they may not reach the desired audiences
On the surface they look like just another retail outlet
Retail experience but limited business experience
Threat from online shopping
Opening after Christmas there is little superfluous money around.

Opportunities
Have a unique selling point in their environmentally friendly lifestyle ethos
Room to open a chain of shops which is something they are hoping for in the future.

Threats
Strong realistic competition from other clothing outlets
Online outlets I.e.; Ebay shops and discount sites.


Objectives

Using the SWOT analysis the objectives are as follows:
Promotional Objectives To raise public awareness of the shops opening and what it can offer that is different to any other shop of its kind.
Market share objectives To gain at least 5% of the market for independent clothing shops in Truro by the end of the first year.
To build relationships with other independent business within the city centre by complimenting and highlighting their services also.
To reach as large a market as possible and give people a shopping ‘experience’

Strategy and plan

Mallow supplies completely organic, fair-trade cotton based clothing, about a quarter of Mallow’s clothing range caters for leisure activities including outdoor pursuits. The shoe ranges they stock were specifically chosen for comfort and durability.

In order to promote the opening of their business, the owners have decided to tap into the fact that after Christmas there is always an increase of people wanting to get fit and lose weight.

On the day of opening Mallow have decided to organise a charity step-a-thon on their premises the first 25 people taking part will all receive a pair of gel insoles and a tote bag which will have the Mallow logo on the front. There will also be a 15% discount on offer for everyone visiting on the day.

A press release will be issued to the local media highlighting the benefits of a healthy lifestyle and in particular walking. It will highlight the fact that its free, relaxing, no need for gym membership, can be done with the whole family and chose the right place you can end it with a nice drink in the pub! This will lead on to saying about the importance of good footwear when you are walking any distance.

Data will be collected from numerous sources this will include, health experts and some one from the local rambling association. The net will also be used to source relevant information as well as other media sources such as lifestyle magazines.

To build relationships with other independent retailers Mallow owners have planned to stage a fashion show 6months into their first opening. This will gain interest and promote the business as well as help build relationships with other businesses, they have decided to invite a beauty salon which uses natural treatments, a hairdressers that uses vegetable based dyes, an independent jeweller as well as two fashion outlets which will compliment their own range. The fashion show will be to introduce a new Independent Lifestyle Scheme, a loyalty scheme that will allow shoppers who use the stores on the scheme to earn points that can be redeemed for goods within the network of chosen businesses. All the businesses will be ones that work to promote the fair-trade and environmental ethos that Mallow do.

To be sure to catch as many people as possible they will also be starting an online shop. The online shop will have everything that the shop itself has as well as a lifestyle section highlighting leisure businesses in the local area such as swimming baths, sports centres and health spas that will be included on the Independent Lifestyle Scheme (I.L.S)

Measurement and evaluation.

The coverage they get in the in local media
Interest in the step-a-thon
Membership interest for the I.L.S scheme.
Using data from Google Analytics as to the success of the website,
market research and yearly figure reports