Target Groups:

1. The Independent Woman (but still likes to cuddle at night):

Demographic: Women ages 25 to 35, Bachelors degree or more, working
professional, upper-middle class and earns over $35,000.00 per year.
Geographic: Generally live in the downtown and urban areas of Toronto, Ontario.
Congregate in metropolitan areas which have a thick population density and
efficient means of transportation.
Psychographic: Pre-family which means freedom from restriction. They are
focused on personal growth, social awareness and value for time. They believe in
independent judgment and are tolerant of complexity. These women are intolerant
of bad taste and are very style savvy. She probably does yoga (but only if she is
wearing expensive Lululemon clothing) and definitely cannot start
her day without a Vente, half sweet, extra hot, one ice cube, no
foam, non-fat, extra whip Starbucks latte.
Marketing Tool: For mature professional women I have chosen to
do a postcard campaign. Each stylish store (to name a few: Jack
Flash, Magnolia, Phillip Sparks, Lavish and Top Shop) will receive 100 postcards to
hand out at the cash register of each store. This will be successful because these
carefully selected stores which attract this exact target demographic. Women will be
surrounded by fashion and get a taste of the energy of LG Fashion Week.













2. The Mans Man (unless he is sick with a cold):

Demographic: Men ages 25-35, higher managerial job positions, upper-middle
class, earn over $42,000.00 per year, Bachelors degree
or more.
Geographic: Generally live in downtown and urban
areas in Toronto, Ontario. These men congregate in
metropolitan areas because of efficient location close to offices.
Psychographic: Pre-family because they are focused on work and socializing. These
psychographics have strong goal orientations and have immense confidence. They
are stable intellectuals who work hard and are organized. Their brand choice is
based on reward, prestige and quality. These men are very concerned about style
and etiquette and always continue to learn and grow. They probably drink dirty
martinis, own argyle socks and own the latest Mac product.
Marketing Tool: For these men I chose to do a banner advertisement online at
http://www.theglobeandmail.com. Currently, the Globe Digital Network claims to
have over 6 million visitors - translating to nearly 124.3 million page views every
month. Their website is viewed more than 4.6 million every weekday. The chart
below clearly shows that this is an effective way to reach this key demographic.


The numbers paint a vivid
picture: The Globe and Mail
readers are professional,
educated and affluent. Their
audience is comprised of
intellectual Canadians, whom
have embraced the newspaper at
all ages, but especially by our
target age group.



3. The Charming and The Chuckleheaded:
(Known to confuse Gaddafi with Gandalf but they are in style whilst doing it)

Demographic: Young women ages 17-24, lower to middle class, earns $12,000.00 -
$23,000.00 per year, high school graduate working on obtaining higher education.
Geographic: Generally live in surrounding rural communities that are socio-economically
connected to the urban core of the city, typically by employment ties and commuting. This
location meets their budget and maintains their standard of living.
Psychographic: Usually dependent until high school graduation. They are typically
materialistic and acquisitive, and often live beyond their means. Image and appearance are
high on their priority list. At this stage in their life they have more interest in fashion
designers than world events and epic movie trilogies. Attractive packaging is more
important than quality of contents. These ladies should probably read Hes Just Not That
Into You and just delete him from her contacts. This woman probably dresses her small,
hairless dog in expensive clothing; the dog responds to the name Fluffy.
Marketing Tool: For these young women we will place a half page advertorial in
the December and January issues of Torontos FASHION
magazine. This approach will be effective because women of
this demographic have an interest in fashion and learning
about the latest trends, hence, they read FASHION Magazine.
While being engaged in the magazine they be exposed to the
information of LG Fashion Week.



Components of Direct Response Tools:
Postcard Campaign:
I decided to do a postcard advertising campaign for many reasons. It's cheaper than other
print ad methods. Because it is very affordable and
cost-effective I have the option to use other more
expensive ways to advertise because I saved money.
The reach of postcards is quite phenomenal.
Postcard advertising can grab someones attention
immediately. It allows me to send the right message
across to our target audience, for this campaign that
would the independent 30-something woman. The
recipient gets to see your postcard and read your
message the moment they receive it.
My plan is to distribute one hundred postcards at Torontos acclaimed fashion boutiques.
The remaining five hundred postcards will be distributed at coffee shops, yoga lofts, local
shoe stores, hair salons and spas. Postcard campaigning will ensure that I am promoting to
my target audience in a cost effective way. They will pick up the card, talk about it, share it
and pass it around.
I will distribute the postcards to the clothing boutiques and other venues by hiring an
associate to deliver them personally, that way they will explain them to the stores
employee.. I decided to use http://www.torontoprinting.net/postcards.html to print our
postcards because they do quality printing at an affordable price.





Digital Advertising:
Digital advertising is an effective medium and it is also very affordable. Compared to rates
for media like television or radio, the costs for a digital promotion would fit my budget
without having to make sacrifices in other areas.

Digital advertising is great because it is so easy to track click-throughs and related
behavior. Publishers can track visitors' responses to digital ads with a very high degree of
precision. Digital advertisers also have the ability to swiftly modify programs. If a
component is not getting the desired response, it is easy to alter elements to seek better
results.
Using the ad system DoubleClick DART, The Globe and Mail captures basic measurements in
these areas:
impressions
reach
frequency
click-through rates
I chose digital advertising to gain the attention of our 25-35 year old target market,
especially the male population. I believe that this would be the most effective way to reach
them; the chart displayed previously indicates that digital advertising in the Globe and Mail
would have a large reach.






Here are some reasons why the Globe and Mail believe advertising with their brand has a
positive impact on the success of LG Fashion Week:











The Globe and Mail offers many different types of advertising templates, my plan is to have
an animated banner as the header of the front page. When the banner is clicked it will
direct you to the LG Fashion Week website. Here is an example along with specifications
about the template I chose:

This will run during the month of November to give people enough notice about the event.
Below is the Globe and Mails Western Canada digital advertising contact information:
WESTERN CANADA
Joffre Place
Suite 450
708 - 11th Avenue SW
Calgary, Alberta
T2R 0E4
Edmonton: 1-800-663-1311 ext. 6606
Fax: 403-244-9809
Email: advertisingwesternca@globeandmail.com



Magazine Advertorial:
I chose to advertise in Fashion Magazine because unlike newspaper advertising, magazine
advertising gives great scope to glossy ads. These are usually trend setting and eye catching.
People often look at a glossy ad more than once; therefore, maximum visibility is again reiterated
through magazine advertising.
Fashion Magazine has established a popular brand for itself and has been wildly successful. They
have a great number of royal readers but the great thing about print is that magazines have a high
reach prospective. This is because magazines get passed from family to friends to customers to
colleagues and so on.
By putting an ad in Fashion Magazine we are catering to our specific target audience, which
opens up countless opportunities to enhance sales. There is no wastage of resources as ads get to
reach the target audience.



Contact Information for advertising in Fashion Magazine:
For National Advertising rates: NationalSales@fashionmagazine.com

TORONTO OFFICE
111 Queen St. E.,
Suite 320
Toronto, ON Canada
M5C 1S2
Phone 416-364-3333
Fax 416-955-4981



Benefits to Promote LG Fashion Week:
- To target our professional women: We will offer a discount of 10% to one
of the twenty clothing boutiques that will be presenting our postcards. They
must purchase more than $100.00 for the offer to be effective. The offer is
only valid through the duration of Fashion Week (March 28 April 2, 2011).
There will be a detachable couple at the bottom of their ticket which they
must present to the cashier. This is a great promotion because it brings
business and sales to the boutiques that are displaying our postcard and my
also persuade women to buy a ticket to our show.

- For the men in our audience: Combined with the cost of a ticket there will
be an opportunity to receive a discount of 5% on a six month subscription to
the Globe and Mail. Offer will expire April 30, 2011. A coupon code will be
printed on each ticket and to be entered on the online form of subscriptions
at https://customer.globeandmail.ca/HD/Start.aspx. This will be an effective
promotion because we are already promoting with the Globe, which means
we know that our audience enjoys reading this online paper, therefore,
would be interested in this offer.

- For all the women of the show: Each ticket is an opportunity to win a free
makeover and a year supply of LOreal
hair products. On the back of each ticket
there is a place to write their name and
address, they are then to drop off their ticket in a draw box. There will be a
draw box situated at every entrance and clearly marked. The winner will be
announced during the closing ceremonies on April 2. This will be a great
promotion because LOreal Paris is the second biggest sponsor for the show,
after LG. They will donate the product which will be cost effective.




Dear Independent Woman,
LG Fashion Week recognizes the inner style Goddess in you that wants to burst
with self-expression and individuality. Your inner style Goddess yearns for the lavish life
of fashion and the vitality of high culture. LG Fashion Week also recognizes that it is
easy to get caught up in the mundane yet stressful rituals that life can sometimes offer.
Approaching deadlines, immeasurable responsibilities and daily pressures can distract
you from really enjoying yourself.
We would like to take this opportunity to inform you that from March 28 April 2,
2011 you can escape these endlessly nagging tasks and remember what it is like to be
overcome with excitement again. LG Fashion Week is inviting you to Heritage Court,
Exhibition Place to experience the wonder of fashion. Tickets are available online at
www.lgfashionweek.ca.
We guarantee glamour and self-indulgence because we know you deserve it. We
also offer a 10% discount at one of the following stores: Jack Flash, Magnolia, Phillip
Sparks, Lavish and Top Shop; a chance to win a free makeover along with a year
supply of LOreal hair products. This is too good to refuse, so gather your girlfriends for
an unforgettable week of fashion.

Sincerely,

Megan Anise Brown, LG Fashion Week Marketing Director

P.S. I know what I am going to wear, do you?






Budget for LG Fashion Week:
Expenses:
Fashion Magazine Ad

Ad cost per month
$ 5,600.00
Duration: 2 months
Total: $11,200.00
Globe and Mail Online Banner Ad:

Banner cost per week
$1,350.00
Duration: Four weeks
Total $5,400.00
Postcard Campaign

Printing costs:
$199.00 for 5000 cards
Distribution Costs:
$50.00 per store
Duration: Four weeks
Total $5,400.00

Cross Promotional Discounts:

Globe and Mail: 5% subscription discount Negotiated cost: $0.00
Partner Stores: 10% discount on purchase $100.00+ Negotiated cost: $0.00

Total Expenses: $17,799.00

Revenues:
Fashion Magazine Ad:

Circulation per month: 24,000
Impressions per month: 48,000
Revenue per attendee: $40.00
Projected Response Rate: 3%
Projected number of attendees: 1440
Total Projected Revenue:$57,600.00
Globe and Mail Banner Ad:

Impressions per week: 1,246,000
Revenue per attendee: $40.00
Projected Response Rate: 0.06%
Total Projected Revenue:$57,600.00
Postcard Campaign:

Circulation: 5000
Revenue per attendee: $40.00
Projected response rate: 8%
Projected number of attendees: 400
Total projected revenue: $16,000.00

total Projected Revenue: $103480