Vlkommen Welcome Our Team 01 TOM uk 02 NADINE uk Our Team 04 - - PowerPoint PPT Presentation

Välkommen Welcome

Our Team

02 NADINE uk

01 TOM uk

05 HA ANH vietnam 04 LIZZY usa 03 VALERIE denmark

Our Team

Agenda

• 1. Brief
• 2. Aims & Objectives
• 3. Research Findings
• 4. Target Audiences
• 5. Strategy
• 6. Messages
• 6. Tactics
• 7. Timescale
• 8. Resources
• 9. Evaluation
• 10. Review

Brief

Building Upon Success

Introduction

Well-designed, functional products Low, affordable prices Building Upon Reputation

Coming Together

To create a better everyday life for the many people.

■ To gain an understanding of the student market for IKEA Leeds. ■ To build awareness of the IKEA brand with students in Leeds. ■ To devise a public relations campaign aimed at students to promote its products and the services it

• ffers to the student population.

Aims

Communication Objectives

■ To increase the awareness of IKEA Leeds to students located in Leeds ■ To build an image of IKEA Leeds as the leader of student home furnishings ■ To increase engagement between IKEA Leeds and the student population of Leeds

Research Findings

Primary & Secondary

Secondary Research Summary

PESTLE

• Student market

decreasing

• Fees increases
• Investments in Leeds

student accommodation

• Digital Savvy Students
• Eco-friendly

generation

Competitors Leeds Student Market

• Population = 61,000 Students
• Age = 18-35
• Location = LS2, LS3,

LS6,LS10, LS7, LS1

• Financially stretched
• Highest daily use of social

media

Secondary Research

SWOT

Home Furnishing Market

Strength

• Customer need as few

substitutes for home furnishing

• High IKEA brand awareness
• IKEA most popular with 1st

time buyers

• Leading Retailer

Weakness

• No current student

marketing

• Cannot use IKEA’s own

social media platforms for regional campaign Opportunity

• Home Furnishing Market

forecasted growth

• Students in halls have more

disposable income Threats

• Competitors have specific

student targeted campaigns

• Home furnishing customers

have low brand loyalty

• Many competitors

101

participants Primary Research

Questionnaires

Primary Research

• 78.3% of sample were familiar or ‘very familiar’ with the

brand

• 49% unfamiliar with IKEA’s advertising
• Preferred methods of communication = Social media, IKEA

representative and IKEA catalogue

• Indication undergraduate and younger students spend more

time at university, easier to target

Questionnaire Key Findings

Primary Research

• Most popular reasons for not visiting IKEA were

“distance”,”transport”,”don’t know where it is”

• 90% would prefer to shop at IKEA in store
• 90% of IKEA customers bought an item
• Competing retailers mentioned were= Argos, Next, Primark,

Wilko

• Desired products by students include home decor/furnishings
• Most popular postcodes in order; LS2,LS3,LS6,LS1
• 46.5% of students living with other students, the second most

popular option was parents.

Questionnaire Key Findings

Target Audience

A Series of Firsts

Targeting First Years Together The key demographic is attending Leeds Beckett, is female, age 18-21, a first year, and living with

• ther students.

Strategy

The Big Picture

Strategy

Raise student interest in IKEA products Attract more students to the store Highlight IKEA Leeds as more than just a furniture store Create and maintain regular student customers

Overall Message Togetherness

Tactics

Fulfilling the Strategy

Tactics

• 1. IKEA Pamphlet & Welcome Box
• 2. IKEA Student

Starter Pack

• 3. IKEA Student Event

IKEA Pamphlet & Welcome Box

■ Customized IKEA pamphlet ■ Provided to all new students moving into the university dorms

Communication Objectives ■ To increase engagement between IKEA Leeds and the student population of Leeds Offline Communication Channels

• UPP

Box available inside the room

• University freshers week

Set up IKEA stand with pamphlets

IKEA Pamphlet & Welcome Box

Freshers Week

■ 6800 first year students ■ Two weeks of events ■ Freshers Fair ■ Engagement opportunities with first year students ■ Brand awareness benefits

Online Communication Channels

• Social media (user-generated content)
• Youtube: unboxing video, student’s reaction
• Pinterest: create an album of dorm room decoration

IKEA Pamphlet & Welcome Box

IKEA Student Starter Pack

■ Pre-packed ‘student essentials’ ■ For sale in-store and in university student halls, in collaboration with UPP ■ Pots & pans, pillow & bedding, etc.

IKEA Student Starter Pack

Bedroom Essentials

IKEA Student Starter Pack

Kitchen Essentials

Communication Objectives ■ To increase the awareness of IKEA Leeds to students located in Leeds ■ To build an image of IKEA Leeds as the leader of student home furnishings Communication Channels

• Collaboration with UPP

○ Extra service option on booking website ○ Advertising banner on student halls’ online website

IKEA Student Starter Pack

Communication Channels

• Posters, flyers
• Social media
• Youtube: video how to decorate a dorm room with Starter Pack

and other suggested items from IKEA

IKEA Student Starter Pack

IKEA Student Event

■ Special evening dedicated to students ■ Free transportation to/from IKEA Leeds in private buses ■ Student discounts ■ Free meal

IKEA Student Event

Communication Objectives ■ To build an image of IKEA Leeds as the leader of student home furnishings ■ To increase the awareness of IKEA Leeds to students located in Leeds Offline Communication Channels

• Posters, flyers in campus, city centre, coach/train station
• Student Union reception
• IKEA stand on freshers week (chocolate, pencil, pamphlet given

away)

IKEA Student Event

Online Communication Channels

• Event registration online form
• Event page on social media
• Website:

○ IKEA homepage ○ Student Union website ○ Event-related websites: leedsinspired, leeds-list, eventbrite ○ Websites for student offers, deals: UNIDAYS, Student Beans, Save the Student, Student Money Saver

Timescale of PR Proposal

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan

Client Meeting Research Store Visit Campaign Pitch Preparatory Phase Student Event Welcome Box Starter Pack Comms Launch Evaluation Strategy Review Potential Relaunch

Resources

Campaign Resources Price

Student Discount Event

• Transportation (Bus + Return £300 x 4 per hour x 6 hours)
• Staff x 50

£7200 £2000

Starter Pack (Kitchen £10.50, Bedroom £18) x 2000 Selling at (Kitchen £10, Bedroom £15), 12% student discount £50,000

£0 (Any not sold result in no loss)

Welcome Box

• Pamphlets x 4500

£281.25

IKEA Stand at Freshers

• Chocolate
• Pamphlets x 3500
• IKEA Table/Stand

£20 £218.75 £114 = £9,834

Evaluation

Key Performance Indicators (KPI’s)

1. A rise in website traffic (that can be linked to press coverage and/or social media content) 2. A rise in social media engagement with customers following the start of the campaign 3. A rise in the sale of student-specific products 4. A rise in store visitors following the start of the campaign 5. Upon re-evaluation after the end of the initial campaign, a notable rise in student

• pinion regarding IKEA as the market leader

Tools:

• Business Analytics
• Sales Report
• Student survey

Campaign Review Cycle

Strategy Setting Campaign Development Resource Allocation Implementation & Monitoring Evaluation

Tack Thank You