Connor Adams Gonslaves

Unit 3: Promoting a Brand

Promotional
Plan for CODE
BY:_____________
Section 1 About the business
1.1

What is your business?

My business is a company that will sell sports clothing and shoes. It will also sell
a range of accessories such as watches and hats. I plan to open in the
Folkestone town.

1.2

Who is your target market?

The age range for my store is 12-45. The location will be in the Folkestone town.
The gender will mainly be for boys but I will sell a range of women clothes and
other products. The income will be from middle class people who have money
that they can spend on new clothes to make them either perform better or to
have fashion.

1.3

Why have you chosen to target this market? What options did you rule out?

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Name Connor Adams-Gonsalves

29/11/2016

I have chosen this target of market because the target that I have chosen will
have the money to spend on these clothes and products. Also by choosing this
crowd of people that are more likely to spend their money because they want to
have fashion.

1.4

Who are your main competitors and why?

The other competitors in Folkestone will be Landau as they will be selling the
similar type of clothes and products. They cater for men and women where mine
will mainly be for men and I will be selling similar clothes but they will be
different brands and accessories. My shop will be different because I will have
different clothes and it will be mainly for one group and gender of people.

1.5

What is the personality of your brand? Why?

What I want the customers to think is that my shop is a well-run individual
business that will do well making customers happy and for me to make money.
The way that I want the customers to see my store is a friendly worthwhile
business. Most of the clothes and accessories in my shop are budget but some
of the products can get quite expensive. This links back to target market
because it is aimed at young and sporty kind of people.

1.6

What is your logo?

1.7

What is your slogan? Why?

Stick With The Code The reason I chose this slogan because it is quick and
easy and catchy

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Unit 3 P4, P5, M3, M4, D2

Name Connor Adams-Gonsalves

29/11/2016

Section 2 Setting Promotional objectives

2.1 What are you hoping to achieve with your promotional campaign and
why?
The reason that I chose these objectives is because they do not cost anything
and they are really useful. One of my objectives will be to get 1000 likes on my
Facebook web page within two weeks so it raises awareness. Another objective
will be to give 1000 leaflets away to people around town 1 week before I am due
to open so it raises awareness and I will start to stand out from the crowd.

2.2

Your objectives:
The reason that I chose these objectives is because they do not cost
anything and they are really useful. One of my objectives will be to get 1000
likes on my Facebook web page within two weeks so it raises awareness.
Another objective will be to give 1000 leaflets away to people around town 1
week before I am due to open so it raises awareness and I will start to stand out
from the crowd.

2.3

Facebook web page setup 2 weeks before opening

Twitter
Share it on Facebook for example 200 likes
Ask the customers to spread the word
leaflet

Why do you think these objectives are best for your brand?
If I manage to succeed in these objectives then I will become a very
successful business and make lots of money and I would be standing out
from the crowd which may mean I will get more customers to shop in my
store.

Section 3 Promotional Methods

3.1 Which methods of promotion are you going to use for the Business and
why?
What I could do to advertise my store is give leaflets away and make
posters to go around Folkestone to raise awareness. What I could do to get

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Unit 3 P4, P5, M3, M4, D2

Name Connor Adams-Gonsalves

29/11/2016

more customers in my store at the start is to do offers on my clothes and

do something like 20% off. All my products at the start will face to face
until I set up a website foe my shop. For when I open my store I might try
to get the local press to come to my store to raise the awareness that Im
open and so I can get a crowd of customers to shop there. I will send
customers that have come to my store before, I will send emails out
saying if there is something new in or if they havent shopped in my store
for a while I will give them 10% off or something similar.

3.2 What makes the methods you have chosen most suitable for each of the
following?

Target Market
The target market that I have chosen is the best for my shop
because the people that I have chosen for my store are more
likely to have fashion so they are more likely to spend their
money on new clothes. They are also going to be sportier so
thats why I aimed at them.

Your objectives
The methods that I have chosen are the best for my business
because when I open my shop Im not going to be the biggest
business so by having these methods I will be saving a lot of
money and the ways that I have chosen is that I will get more
customers so then I will make more money and then become
bigger.

3.3 How is your campaign going to be timed? (Think about what timing and
placement etc)
What Im going to do with the methods of promotion is that first I will give
my leaflets away a few weeks before I open so I raise awareness of my
store. I will also make posters to go out during the same time Im giving
leaflets away. Most of the time I will be spreading the advertisement out
so I can get a different crowd of people to come into my store purely
because I have spread out the times I have done the advertising. I will
advertise a few weeks before I open because I will then get more
customers into my store and then I will start to make money instantly.

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3.4

Name Connor Adams-Gonsalves

29/11/2016

What money are you intending to spend and why?

The most money that I will spend is about 100 because the leaflets and posters
will cost about 50 to make and then with the leaflets I will be giving them out
or I will get friends and family to help me give them out. The Facebook page will
cost me nothing because its free. The only other part that may cost money is to
place the posters around. These choices are all sensible for my store because
they dont cost much and they advertise to the customers without spending lots
of money.

Section 4 Promotion creation

Use this section to include any posters, leaflets, advert outlines that you wish to
use in your promotional campaign.
Section 5 Evaluation

5.1
Have you met your objectives and how do you know this?
I setup a Facebook webpage 2 weeks before I opened, the way that I know that I
met this was because the customers told me that they saw it and they thought
they should come in.
I met the objective of spreading the word on twitter because I saw that a lot of
people were liking the page, the way that I know that Ive met this was because
a lot of the customers said they will come in because they have seen an
individual business just starting.
I met the objective of sharing my Facebook page because 54 other people also
shared the webpage the way that I know I met this objective was because one of
the customers said that they shared the webpage.

5.2

Why did your campaign work or not?

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Name Connor Adams-Gonsalves

29/11/2016

My campaign did work because it was well run before hand and when I gave out
the flyers and leaflets a lot of customers said it was extremely successful. It also
worked because the Facebook page that I set up was very good and was
worthwhile. They also said that they were more likely to come to this store
because its an individual business and they would prefer to shop there purely
because its nice to see and individual making a successful clothing shop.
5.3 What feedback did you get from your peers?
The feedback that I got was that my poster was very good and they also though
that the logo was very attractive. They also gave me some constructive
feedback to make the shop even better.
5.4 What would you change next time and why?
The part that I would change next time would be the range of clothes that my
shop would sell for example more women clothes. The reason that I would
change to this would be because my shop will be able to make more profit on
my products and I will have more customers come into the store.
Peer Feedback:
Poster:
WWW What went well?
By having a poster more customers saw it around town and they thought that
they would come in. Also by having the poster some people could raise
awareness so that more people will come around to have a look in the store.
EBI Even better if?
What I could do to improve next time would be to make the poster more
professional and to stick the poster around town 4 weeks before so the
customers can raise awareness and so more people see the poster.
Leaflet:
WWW What went well?
The leaflet went extremely well because I managed to get all the leaflets out
and lots of the customers said they came into my store because they was given
the leaflet.
EBI Even better if?
What I could do to improve is to give leaflets out somewhere different other than
the local town. The reason for this would be that I could get more customers into
the store and the customers given the leaflets away from town will be able to
raise awareness to new customers and then I will get more customers.
Review of feedback from peers:
The store was very worthwhile and I liked the new range of clothes that you
were selling because it is different to the common stores around the town. The
leaflet were also very good and by taking one of those leaflets I knew what was
going to be in the store and I could raise awareness. Also the posters that you
made for your store were very good for people who get the bus because they
wouldnt be able to see the poster around town if they are going somewhere
away from the local town. Finally people that are in cars they will be able to see
the posters that are on the buses, therefore the store was very successful.

Unit 3: Promoting a Brand

P4, P5, M3, M4, D2