Hermes and Marketing Strategies

The brand I chose is Hermes.Hermes and marketing strategies.
The assignment prompt is as follows:
The brand you are following has asked you to come up with a way to engage with college students during this weird post-pandemic-but-not-quite reality. They have previously sent out generic “Stronger Together” and “We’re all in this together” type of statements that are not satisfying and are making college students lose interest. They have also tried to act as if nothing is happening and are still pushing sales objectives without attention to the current climate. They are stuck and desperately need your help NOW. They want students to stay engaged in their brand in a meaningful way so that when things are “fully back to normal” they will have positive associations with the brand and are ready to engage again. Note, this is not a brand that you make up! This is the brand you have been following all semester.
They want you to create a message, a campaign, a product or a service that will help them meet this need.
Pick the thing you are creating. It can be a repurposing of a prior product (if Jansport, maybe they add a wifi pack to it so you can “work from home” from anywhere”). Or if it’s not a consumer product, maybe it is a recruitment campaign for virtual interns? Or maybe they messed up (like The Wing) and they are in crisis / rebranding mode. This can be anything you want! Do not stress about what the “idea is” - I don’t care as much about having the perfect idea as I do you have a great marketing plan. I am very happy to discuss your product and come up with something together.
Then write the marketing plan for it.
Your job is to write a marketing plan that does the following:
Sticks to one main method of marketing (editorial, digital, social, etc.)
Can have secondary and tertiary, but the majority of effort should be on one type
This is NOT an integrated marketing campaign. Which means you only need to tell me how you will handle one part of it. (Ex: of the wrong thing: A social media ad that tells you to go to the website for the full story. Then the website requires an email list. Then you email a coupon code. Ex: of the right thing: A social media ad tells you the coupon code)
Which type of campaign you are launching and why? (Feature, Benefit, Value?)
This is where you put the backstory to it. In the Jansport example, you can say: Jansport is not selling backpacks right now because students are going to class in different buildings and thus don’t need to carry their stuff. We are creating a backpack benefit ad that shows the benefit of keeping all your stuff in your backpack at home with the new charging pad. Explain how you came up with this benefit)
Has a clearly defined target audience
Create a persona
How to reach them
With the market size ex: there are 100k “Caits” in California..this is our target.
Has two measurable Key Performance Indicators:
Ex: “increase engagement via shares and comments by 50%”
Can be accomplished within 3 months
3 months from start of campaign to the end of the campaign
Resources:
Use the guide to organize your strategy -f rom the book, “What do you mean I Can’t Write? By John S. Fieldman --- Can’t write Strategies.
I recommend using a Powerpoint to present both times.
I found this tool on Hubspot for building a persona to be a good place to start for that section. It is pretty basic but could help you organize your thoughts. You do not have to use this, just a tool. https://www(dot)hubspot(dot)com/make-my-persona
Intro to KPIs - I have this list of 10 KPIs to track as marketers, but they are almost beyond the scope of the class, so use as a reference, but feel free to ignore it and write simpler KPIs for yourself .
Teams
You can work on a team of 1-3. It might be good to pair up with someone in your pod, or someone who is studying the same brand as you.
I will not be assigning teams
If you are on a team that is not studying the same company, you should only pick one company that all members work on.
Grading Rubric out of 100 points - Use this rubric to guide your document. 1st, a summary of the situation (the prompt) and the solution (“the thing you are selling). The next section is your Marketing Objective, and so on and so forth.
The “thing” you are selling -5%
Clearly Defined Marketing Objective 10%
Description of which type of campaign you’re doing (feature benefit, value) and why. 25%
Target Audience 30% Description and Why
Persona (10%)
How to reach them (10%)
Market size (10%)
Well written and achievable KPIs 5%
Schedule of release within 3 months 25%
Ex: On December 12, we post a promo code on Insta. Here is a description of the post and the code
On December 18 We host a giveaway on social media with everyone who used the code. Giveaways are good for this demographic because….
Etc etc.
Creativity 2% -EXTRA CREDIT
Did you go beyond the examples I just gave?
Did you match the company’s branding to your own? Etc
Additional notes:
1)
The targets audience are college students in this assignment. Your wrote that the targets audience are parents with kids under 10. Hermes is a high end luxury brand that never do discount and sales, but your marketing strategy is discount. This is absurd. You mentioned in KPI that our goal is to increase the social engagement by 50% but you didn’t write about how to operate on social media. In market size, you mentioned that the sales doubled from 2018-2026 and you wrote in KPI that our goal is to double the sales but the campaign we’re doing is just last for three months. The instruction asked us to do a schedule and you forgot that as well. I did some changes and please revise the paper please
2)
instruction required a SCHeduLE of this campaign and needs to explain HOW to achieve the KPI goal. Also, please using charts/graphs or pictures as evidence if that helps.