Download - Kohl's Spot TV Presentation
Our Team
Lexy Parsons
Junior
Marketing & Management
Alexander Smolen
Senior
Marketing
Ashley Barrow
Sophomore
Marketing & Advertising
Target Market Profile Females aged 14-25
Trendy alternative to high end brands
Conscious of what brand stands for
Secondary MarketFemales 26-35 that still fit in our brand
Parents of juniors
Selected NetworksFOX - index of 103 So You Think You Can Dance
ABC Family - index of 113
Pretty Little LiarsModern FamilyScandal
HGTV - index of 132
Fixer UpperHouse Hunters
The VoiceNBC - index n/a
Lifetime - index of 104 Project Runway
Descriptions for Selected ShowsSo You Think You Can Dance
Dancers skilled in everything from ballroom and ballet to salsa, jive, hip-hop and krumping, all compete to be named the best
Pretty Little Liars
Four friends band together against an anonymous foe who threatens to reveal their darkest secrets, while unraveling the mystery of the murder of their best friend
Modern Family
Three different, but related families face trials and tribulations in their own uniquely comedic ways
Scandal
A former White House Communications Director starts her own crisis management firm only to realize her clients are not the only ones with secrets
Descriptions for Selected ShowsThe Voice
A likeable guy pursues his office crush with the help of his evil talking pets, but things turn sinister when she stands him up for a date
Fixer Upper
Chip and Joanna Gaines take on clients in the Waco Texas area, turning their fixer uppers into the homes of their dreams
House Hunters (aired once every weeknight)
Focusing on the emotional experience of finding and purchasing a new home, each episode follows a prospective buyer and real estate agent through the home-buying process, from start to finish
Project Runway
Heidi Klum hosts a reality series where aspiring fashion designers compete for a chance to break into the industry
Rationale ● Emphasis on size and fit, not age
● Channels reach our target market through family shows aired at least once weekly
● Draw in various ages
● Gain as much overall exposure over long periods of time
● Educate our consumers on our manufacturing technique
Eco-Friendly HGTVHGTV last few years, Eco-friendly tips
and ideas
Some shows green living approach
Fixer Upper isn’t green but “restore”
LocationsRationaleHighly Populated with 15+ Kohl's
locations
Boston, MA/ Manchester, NH
Atlanta, GA
Expanding - at least 9 locations near by
Nashville, TN
Charlotte, NC
- Boost brand awareness nationally
- Focus on already established market & some of the cities with lots of potential
- Repetition is key - same networks and within selected area once a week for four months
Time of advertisement running 7 - 11pm
Prime Syndication
Cable Prime Network Prime Prime WB
Selected based on having the highest average rating by daypart for our target audience
Juniors in school and parents working during the day, leaving nighttime as the prime viewing time
11pm-2am
Network Late Night rating: 5 women 18-34
FindingsConsumers love eco-friendly, they
want to seem socially responsible when purchasing a brand
Consumers are showing an inclination to learn more
46 % of adults will pay more if products are manufactured with ethical practices
Trend analysis
71% of Consumers
Think Green When
Purchasing
Tying in Newspaper & Magazine
Production of jeans environmentally conscious - reusing water, enzyme fabric
Attracting juniors and parents of juniors - as two separate markets as parents play key role
Economic demographic conjunction
Family Focused Brand
Expanded OpportunitiesSocial
#whyweloveXYZ
Giveaway to win 12 pack Taylor Swift world tour concert tickets
Groupon deals on XYZ jeans
Digital
Kohl’s App download gets $10 coupon for XYZ jeans
App alerts when near a Kohl’s store and provides weekly deals
Text messages monthly with deals
Expanded Opportunities
Interact with consumers while
they are overwhelmed with
the digital world we live in today
July August Sept October
Timeline
Back to school campaign
Taylor Swift Giveaway Campaign
App + $10 off XYZ jeans
Launch of brand July 1st