Metro Men

Campaign Proposal
Team 5
Delia Jaiya Kulvin Lyon Nicole

Current Problems
1.

Not reaching their monthly

sales objectives

3.

2.

Lack of traffic at Centrepoint Lack

of sales in Metro

Unaware of Sultans of Shave & five Private Metro brands Unaware of the mens department

Survey Results

91 respondents: 67 Male, 24 Female

66% of respondents were 35-45 years old
72 out of 91 have shopped at Metro before
Mostly look for price and variety when shopping
Newspapers (ST), Radio (Class95fm)
Facebook

Consumer Insight
What men say:

What women say:

Big Idea
Rejuvenation
A one stop shop for every
Mans needs and wants

How Metro has everything

needed to make the best of
every man

Proposed Ideas
Series of online Ads
leading up to Metro
Men Reveal

Dialog Ad on Radio

#MetroMen - Contest

Monthly
Promotions

Rejuvenate

Public Relations

Metrocard for Men

Pop up Booth

Proposed Ideas - Series

Proposed Ideas - Rejuvenate

Attract attention and media coverage

$95

Proposed Ideas - Rejuvenate

Proposed Ideas (Monthly Promo)

Metro 5 private labels will take turns to

showcase their latest collection / selected
items where there will be 20% off.

Sales advertisements will be placed

around Metro outlets and updates will be
posted on Metros social media accounts

Promo codes will be given to encourage

them to shop on Metros online shop

Additional discounts will be given Metro

membership card holders when they
spend a certain amount

This is to drive sales to reach the monthly

sales objective of $200,000

Proposed Ideas (Radio)

Dialog about how you can get all your mens items at
Metro (even a haircut)

Introduce the first Mens Haven by Metro, as well as

the competition and its details

Gain awareness of Centrepoints Metro Men and it's

contest

$5,800

Proposed Ideas (Radio)

The first radio advertisement is used to

create awareness and peak in for the
mens department
*Released on the second week of the month

Proposed Ideas (Radio)

The second radio ad is more about our

upcoming MetroMen contest
*Published on the last week of the month

Public Relations
Straits Times - Helen Chia (Life! & Lifestyle Editor)
Pitch idea: First ever Mens Haven , Metros great comeback?? , Metros special haven

TODAY - Christopher Toh (Features editor)

Pitch Idea: A different type of Mens department @ Metro

Proposed Ideas (Contest)

$5,000

Customers can dress up/dress someone else up in

Metro Mens clothing @ Centrepoint
Take a picture and upload it onto their Facebook page
along with #MetroMen
Most liked/creative photo wins a $5,000 gift voucher to
Metro
Pasted in Metro changing rooms and on social media
Garner more buzz on facebook about Metros Men department
and will encourage people to visit the Centrepoint Outlet

Proposed Ideas (Metrocard for men)

Proposed Ideas (Pop-up booth)

A loyalty card station will be set

up at the corner of the booth
-

Promote on site sign-ups &

awareness of loyalty card
Browse more clothing
through iPads
Extra discounts when items
bought at booth
Items to be collected at
Centrepoint outlet

$14,360

Within the booth,

there will different
elements showcasing
what Metro Men
provides

Proposed Ideas

Estimated Budget

$55,795

Timeline / Media Plan

Week 4:
Radio Ads
Release guerilla video

Week 2:
Online Ad series
Radio Ads
Online Contest

Week 1:
Online Ad series

(to release 1 everyday)

(prior to event)

Loyalty card
Actual Event

Week 3:
Online Ad series
News Ad (Straits Times)
Online Ads / Contest
Guerilla marketing stunt

Additional Proposed Ideas

+ Proposed Ideas
Lounge Area

Customers can sit and relax

Provide complimentary drinks (coffee)
Available charging ports
Fashion guides showing the 5 Metro labels
Fashion Advisors on weekends

+ Proposed Ideas
Ads & Section Placement

Prominent ad placing around

Metro to gain awareness for the
promotions
Male clothing more prominent as
the first thing people see when they
enter the third floor

+ Proposed Ideas: Re-organise floorplan

Relocate cashier nearer

to Sultans of Shave for
better exposure

+ Proposed Ideas - Revised Floorplan

KURT WOODS

CASHIER

Sultans Of Shave

JO BURTON
Escalator

University Club

M Maison

KIRO

Denim bar
Shirt bar

Technology
(Gadgets)

Other
brands/items

Post-event evaluation
Amount of sales
derived after event

Facebook likes and

shares

Number of loyalty
card owners (Signups)

Pop-up booth turn-out

Sultans of Shave
patronizers

MetroMen Contest
participants

Thank you!
Questions?

Addressing The Client Brief

We want to create awareness for the men's department
at the newly opened Metro @ Centrepoint and increase
the male customer base and sales
To increase our male customer to 25% (currently < 10%)
To meet the campaign monthly sales target of $200K

Survey Results

91 respondents: 67 Male, 24 Female

66% of respondents were 35-45 years old
72 out of 91 have shopped at Metro before
Mostly look for price and variety when shopping

Robinsons was their top go-to store for Mens items.

Frequent:
Facebook
Straits Times,
Class 95
Outdoor Ads

Budget Breakdown

Total: $10,800

Items

Budget allocation

Contest
Prize for winner

$5,000

Printing for posters x 30

Metro Office

Radio Advertisement - Class 95

All 30 seconds block - Morning & Evening = $700 + $580 = $1280
4X (Monday & Friday)= $5120

$5120

Recording of Radio Advertisement

$80 per hour (for 2 hours and more

Voice Artiste - Julius Chua & Adam Osman & Veronica Tay

$150 per 30 second block

$300 (1st ad) + $300 (2nd ad) = $600

*Second and last week of the month

Budget Breakdown

Total: $15,503

Items

Budget allocation

Newspaper advertisements
$15, 400 x 2
= 30, 800

Guerrilla marketing stunt

Actor

$50

Caveman outfit

$45 per day

Production cost

15K done professionally

Free if done in schools
$55, 795

Budget Breakdown

Total: $2,400 (not inclusive 1&2)

Items

Budget allocation

Pop-up Booth
-

Rental (313 Somerset)

$6000

Tentage

$7000

Lounge sofa
Clothing racks (Metro provides)
Sultans Of Shave items (Sultan of Shave provide)
Clothing items for display (The 5 labels)

130 x 2 = $260 (lounge sofa)

7 Ipads (1- $40 per day)

$280/per day x 2 = $560

Television 40 inch (Valor AV sg)

$270/per day X 2 = $540