Välkommen Welcome
Our Team 01 TOM uk 02 NADINE uk
Our Team 04 LIZZY usa 03 VALERIE denmark 05 HA ANH vietnam
Agenda 1. Brief 6. Tactics 2. Aims & Objectives 7. Timescale 3. Research Findings 8. Resources 4. Target Audiences 9. Evaluation 5. Strategy 10. Review 6. Messages
Brief Building Upon Success
Introduction Building Upon Reputation Well-designed, Low, affordable functional prices products
Coming Together To create a better everyday life for the many people.
Aims ■ 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 offers to the student population.
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 Leeds Student PESTLE Market Student market Competitors ● decreasing Population = 61,000 Students ● Fees increases ● Age = 18-35 ● Investments in Leeds ● Location = LS2, LS3, ● student LS6,LS10, LS7, LS1 accommodation Financially stretched ● Digital Savvy Students ● Highest daily use of social ● Eco-friendly ● media generation
Secondary Research Strength Threats Customer need as few ● Competitors have specific ● SWOT substitutes for home student targeted campaigns furnishing Home furnishing customers ● High IKEA brand awareness ● have low brand loyalty IKEA most popular with 1st ● Many competitors ● time buyers Home Furnishing Leading Retailer ● Market Weakness Opportunity No current student ● Home Furnishing Market ● marketing forecasted growth Cannot use IKEA’s own ● Students in halls have more ● social media platforms for disposable income regional campaign
Primary Research Questionnaires 101 participants
Primary Research Questionnaire Key Findings 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
Primary Research Questionnaire Key Findings 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.
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 other students.
Strategy The Big Picture
Strategy Raise student Attract more interest students to the store in IKEA products Highlight IKEA Leeds Create and maintain as more than just a regular student furniture store 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
IKEA Pamphlet & Welcome Box 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
Freshers Week 6800 first year students ■ Two weeks of events ■ Freshers Fair ■ Engagement opportunities ■ with first year students Brand awareness benefits ■
IKEA Pamphlet & Welcome Box Online Communication Channels Social media (user-generated content) ● Youtube: unboxing video, student’s reaction ● Pinterest: create an album of dorm room decoration ●
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
IKEA Student Starter Pack 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 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 Client Meeting Research Campaign Pitch Student Event Strategy Review Comms Launch Welcome Box Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Store Visit Preparatory Phase Starter Pack Evaluation Potential Relaunch
Resources Campaign Resources Price Student Discount Event £7200 - Transportation (Bus + Return £300 x 4 per hour x 6 hours) £2000 - Staff x 50 Starter Pack (Kitchen £10.50, Bedroom £18) x 2000 £0 (Any not sold Selling at (Kitchen £10, Bedroom £15), 12% student discount £50,000 result in no loss) Welcome Box £281.25 - Pamphlets x 4500 IKEA Stand at Freshers £20 - Chocolate £218.75 - Pamphlets x 3500 £114 - IKEA Table/Stand = £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 opinion regarding IKEA as the market leader Tools: Business Analytics ● Sales Report ● Student survey ●
Campaign Review Cycle Strategy Evaluation Setting Implementation & Campaign Monitoring Development Resource Allocation
Tack Thank You
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