Company Analysis
The Shoe Box is a family owned and operated shoe store that started in 1954. It began with one store, and has grown into a specialty shoe store boutique with six locations. Five of them are in New York, and one of them is in Boca Raton, Florida. Although a lot of the shoes carried are higher end, they carry affordable shoes too, and even have their own line. Not only do they carry shoes, but also they recently started carrying clothes, jewelry, handbags and more. This store is dedicated to providing a one-stop shop for any occasion. In the areas the store is opened, there are no other stores like it, so a store like this was needed.
The current target audience for this company ranges from women in college, to older women. The age is around 18-70. The shoes in there vary, so there are sneakers and boots for young women, and sandals and boots for older women as well. Typically, their audience will want to keep up with the trends, and update their wardrobe. She (the target woman) trusts that Shoe Box has shoes that will help her keep up with the trends.
Our campaign is an overall way to gain more brand awareness. It will begin during the New Year, so it will be based on new years resolutions. The strategy is to gain brand awareness and increase sales. If people have heard of the store, we want them to know what the store is about and what it carries.
Logo Design
The company’s logo is very modern and fits the overall brand image. What I really like about the logo is how simple it is. Not only is it black and white, but it also has a simple font, with not much else going on. For my logo, I wanted to stick with the simplicity of the current logo, and the colors. I decided to do a similar looking logo, but I changed most aspects. First, I changed the font. After a lot of trial and error, I decided Gill Sans looked best. Next, I decided to space out the letters to make all of the words line up vertically. After I did that, I decided to bold “Shoe” because this is the main product sold. Instead of the little lines the current logo has, I decided to draw lines going across the entire width. The idea of the lines is for it to look like a box. After the lines, I decided to use a simple tagline. I decided to use “Established 1954”. This shows that the company has been operating for a long time, and has history.
Postcard
Print Promotions
Promotional Flyers
For the promotional flyer, I thought about department stores, and what they send out. Then, I thought about the most memorable ones, and the ones that don’t automatically end up in the garbage. Instead of just writing something small, I wanted to make it very clear there is a discount that comes with the flyer. Since this is for the New Year, I decided to use a New Year’s Resolution as the tagline. I made the sale in big, bold letters, and made the code smaller, so they had to read the full flyer. This will be sent via mail, and email. It will also be put into each purchase at every store after December 20. This way, people can save it for their first purchase in 2017.
For the postcard, I was thinking of a simple little holiday card. I think this is a card that should be sent out for the New Year’s as a nice gesture. It will put the brand in people’s head, and it will leave a good impression. This will be sent by mail to all of the addresses we have stored. It will also be sent via email to all of the emails we have collected. In addition, we will keep them at the register of each store, so people can appreciate them if they are not on the mailing list.
Pocket Folder
For the pocket folder, I decided to keep it very simple, so it can be used year round. This folder will be the colors of the logo, black and white. It will be simple, with just the logo and tagline. I decided to put the logo on the front, and the tagline on the bottom of the back of the folder. I added a white border to add a final touch. On the inside, I decided to use a simple layout, and keep the folder white. I changed the pocket color to black, and added the logo on one side. On the other side there are slits for a business card, so underneath I put the tagline. It is a simple folder, but one that clearly displays the brand.
Social Media
The purpose of this social media campaign is to keep the company in mind for the New Year. It is a way of saying, it is a new year, treat yourself to a pair of shoes. Or, if your New Year resolution has anything to do with fashion, we have you covered. It is also just a thoughtful way of saying Happy New Year to our loyal customers. Our audience is women ranging from 18-70. Most of the audience online is probably more likely around 18-55. Like mentioned above, I think posting around 2-3 times a day works well for a company like Shoe Box. It is not over flowing everyone’s newsfeed, but it is enough to make a presence. It is also important to post more than once a day incase people missed one of the posts. I think it is best to post once in the morning, once during the middle of the day (lunch hour), and once later in the night (around 8). Posting during these times is crucial because most people are looking at their phones during these hours. The lunch hour is a good time to post because people may want to do shopping while they are on their break from work. Shoe Box should continue to post their new arrivals because it has been beneficial thus far. They should also post happy clients. This will give people more of an incentive to post their own new purchases, which will spread brand awareness. Posting bloggers wearing their shoes is also a good idea because it gives people different ideas of how to wear the shoes. I think they should also start posting celebrities wearing shoes that they carry the same style, or the same shoe. People like to dress like celebrities and count on their style so they will want to dress like them.
Facebook Cover Photos
Facebook Posts
Infographic
For the infographic, I decided to do more of a style guide than facts. I thought this would be more useful especially to the audience I am trying to reach. I decided to do exclusive shoes to the store, that only they carry. I chose all different types of shoes, and included a little blurb on how they can be worn. This is helpful if people are interested in buying them. Also, I included the prices so people can know the price range of the shoes, and if they can afford them. I added the logo as part of the title. I also included a line that tells how many stores they have, and that there are more styles than just the ones shown.
