Modern Mess 1

Modern Mess Public Relations Plan

Capstone 2017

Parker Sauvageau

Table of Contents
Modern Mess 2

Executive Summary................................................................3

Background............................................................................ 3

Situation Analysis...................................................................3-5

Research................................................................................3

Plan Goal...............................................................................4

Key Message..........................................................................4

SWOT Analysis........................................................................ 5

Target Audience...................................................................... 5

Plan: Strategies and Tactics....................................................6-7

Budget and Measurements......................................................7

Summary...............................................................................8

References.............................................................................9
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Public Relations Plan

Executive Summary

Modern Mess is a privately owned clothing company based in Tulsa,

Oklahoma. Modern Mess, though new to the business scene is looking to
expand its sales both in stores and online. This plan focuses primarily on the
the online retail site, aside from marketing the storefront location. Through a
SWOT analysis, (strengths, weaknesses, opportunities, and threats) I will
develop an action plan and a set of steps needed to successfully engage the
target audience which ultimately will yield financial growth.

Background

Working off of a dream to one day own a clothing store, Carley Johnson
founded Modern Mess in late 2015. Originally, Modern Mess was just an
online retail site with a variety of styles to choose from. This, however,
lacked the personal feel of having a physical store where consumers are able
to see and feel the styles in stock. After graduating in 2016 from Rogers
State University, Johnson put all her effort into the brand and in December of
2016 opened the first storefront located in the Boxyard near downtown Tulsa.
The concept behind Modern Mess is for individuals to express themselves in
a manner they feel most comfortable with; finding perfection in imperfection.
Modern Mess also realizes that fashion is a part of ones identity and strives
to encourage and push individuals to take fashion risks. Modern Mess is more
than a clothing store; it is a community of fashion driven individuals seeking
self-expression.

Situation Analysis

Research

Modern Mess is one of many boutiques in downtown Tulsa that focuses

on womens apparel. Though there are high levels of competition, the Tulsa
market is at the forefront for young entrepreneurs. According to statistics
provided by the City of Tulsa, Tulsa holds the nations largest Young
Professional Organization showing that Tulsa is a growing hotspot for small
companies like Modern Mess. Additionally, Tulsa is home to just under 20,000
woman-owned and operated businesses (U.S. Census). The over all
population of women in the Tulsa area exceeds the population of men with
51.3% according to U.S. Census data. Though demographic data is important
when considering the target audience, additional research was conducted in
order to produce the most impactful promotional material.
To better understand the goals of a company several questions must
be asked and answers identified. In the book Fashion Marketing
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Communications, author Gaynor Lea-Greenwood notes that three questions

should be asked: Where are we now, where do we want to be, [and] how do
we get there or achieve it? (2012, p. 9). Where are we now? Modern Mess
currently has one location and a full website with buying options. Where do
we want to be? Though the website is professionally designed there are
visual elements, like video advertising, that are missing and would enhance
the over all image of Modern Mess. There are several components that must
be examined to build a successful marketing plan
Research conducted in online marketing and advertising found that
identity is a major factor for clothing sales. Mark Tungate offers an
interesting opinion on the matter by stating, In a lot of ways, branding is
simply telling a story (2012, p. 21). Through this story telling process, I
believe that consumers will find that Modern Mess supports their identity in
turn opening the door to sales. Since every human is different in some form,
marketing to the general population does not always work. Because clothing
is so closely connected to ones personal identity, I see the need for Modern
Mess to start targeting individuals and subgroups. Harriet Posner (2011),
author of Marketing Fashion labels this process of division called customer
segmentation, where the strategy is to group similar individuals based on
their preferences (p. 105). For marking clothing, this system of segmentation
is vital due to the wide variety of brands and products available.
Segmentation makes it easier for a small business to create a market niche.
Johnson wants to take things in a different direction by marketing more
online in comparison to many boutiques who focus on obtaining customers in
their physical location. Researching marketing tactics for online sales
uncovered a few helpful tools which will be incorporated into the action plan.
Simply, the best ways to reach an online audience is through persistence and
tangible benefits for the consumer.

Plan Goal

Increase online sales.

Increase in store sales.
Promote online and in-store sales and promotional deals.
Maximize revenue.

The primary goal of this plan is to increase online sales. Since the
storefront opening, Modern Mess has successfully been able to build a
customer base. However, Johnson wishes to see more sales online. With that,
I plan on using a variety of tactics and strategies to increase sales online
while pushing for more in-store purchases. Ultimately the end goal is to
increase sales and build a reputation for being one of Tulsas most fashion
forward clothing stores.

Key Messages and Concepts

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Modern mess is your one stop shop for finding the beautiful clothing
that makes you, you!
The Modern Mess tests the boundaries of fashion.
Fashion forward.
My Modern Mess, My Identity.

SWOT Analysis

Strengths: MM (Modern Mess) has several strengths. One of the

biggest strengths is the store location. Just outside of downtown, the
MM storefront is located in the new upscale retail center called the
Boxyard. Because of tremendous growth in downtown living and
nightlife, there is an increase in foot traffic around the area. Another
major strength is affordability. MM strives to stock its shelves with the
most fashion forward clothing for a reasonable cost. Unlike most
boutique style stores, MM is able to have only a small percentage
upcharge from the manufacturing price. Additionally, MM has a very
clean style both online and in the store. This is a very attractive feature
to many young adults as it coincides with the fashion identity
connection.
Weaknesses: Like any business there are a few weaknesses. Though
the online store is well designed and is an efficient sales tool, there are
not as many customers making their purchases online. This weakness
largely is the result of two things. First, this lack of online sales stems
from not having sufficient marketing in place which would direct the
consumer to the website. Secondly, the online clothing market is
saturated. There are thousands of online clothing and resale stores
that are accessible globally. However, this makes it difficult to rise
above the competition. Using the identity niche, MM will be able to
differentiate itself from local competitors in addition to ones online.
Opportunities: With the unique approach to fashion and the
community it builds; MM has several opportunities for growth. As the
customer base increases, so will the number of return customers. It is
important to make the consumer feel like it is their first time being
helped even if its their third purchase that week. MM has the
opportunity to build community with its customers. Events, sales, meet
and greets, or demos are in the realm of possibilities for MM.
Additionally, as growth continues, there are opportunities for new store
locations including a few out of state options.
Threats: As mentioned previously, the biggest threat to MM is its
competition. The Boxyard is home to several other boutique style
stores which poses a challenge. Since that specific area is well
saturated with shopping it is important to build a company niche and
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put all effort into maintaining a company identity. Though there are
several threats in terms of competition, MM can evaluate what its
competitors are doing to better understand the identity of their own
store. An advantage that MM has over its competitors is pricing. Using
this advantage will eliminate some of the threats at hand.

Target Audience

Modern Mess currently sells womens clothing, jewelry, and apparel.

The target audience is middleclass women who are 18 to 35 years old. Some
items like sunglasses, jewelry, and other accessories are also marketed to
women 36 to 55-year-old.

Plan: Strategies and Tactics

Strategy 1: Online Promotion

Tactic 1: 20% Off Online Purchase.

This promotion consists of a 20% off deal for all online purchases with
the application of a sale code. The goal of this promotion is to get
customers to purchase the products online. By only having this offer
available on the site, it will encourage the consumer to utilize the site
and possibly purchase more products.
o Benefits: This promotion will allow customers to buy as many or
as few items they want. Most promotions require a minimum sale
price before the offer is applied, this offer works for all products
regardless of price.

Tactic 2: Leather Purse Giveaway.

In April, MM will conduct an online giveaway. In order to be entered one
must make an online purchase of at least $100. Those who enter are
eligible to win a handmade leather purse. The promotional event will
start on April 1st and will end on April 15th. The winner will be
determined on April 16th and can pick up the prize at the Tulsa location
or have it shipped for a small fee.
o Benefits: Doing this online promotional giveaway will encourage
consumers to make their purchases online. The goal is to obtain
first time customers.

Tactic 3: Social Media Extravaganza.

Customers who purchase clothing from Modern Mess and post a picture
of themselves in the clothing with the hashtag MyModMess, are
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entered to receive a free bracelet. First 25 people will receive the prize.
One entry per person.
o Benefits: As mentioned previously, social media is a powerful
tool. This promotional event will boost MMs social media
presence. It will also bring more customers into the store and
online.

Strategy 2: Video Promotion.

Tactic 1: Spring Collection Promotion.

The Spring Collection video highlights three outfits that are part of the
2017 Spring Collection. The video is one minute in length and attempts
to create the connection between clothing and personal identity. The
video will be used on both the website in addition to the Modern Mess
Facebook page. For future use, short features of the video may be
made for alternate social media sites such as Instagram, Twitter,
Pintrest, and SnapChat.
o Benefits: The major benefit of this video promotion is that it
enables consumers to visualize the outfits which leads to a
greater identity connection as discussed in the research section
of this plan.

Strategy 3: Event Promotion

Tactic 1: Trunk Show.

Modern Mess will be hosting an in-store trunk show featuring Lilly and
Oak! Lilly and Oak create beautifully simple, handcrafted goods. The
purpose for this event is to bring in outside vendors, which not only
brings more products into the store, but also more consumers.
o Benefits: This event will bring in a diverse consumer base. Since
MM is working with an outside business, this enables both
businesses to benefit from each other.

Tactic 2: Fashion Show.

Modern Mess will put on a fashion show featuring styles in store and
online. Other small clothing stores in the area would be able to feature
their products as well. The event would take place at the Boxyard on
Saturday, April 29th at 8PM. Drinks and treats included.
o Benefits: This event is not directly promoting the sale of a
specific product, but is selling the ideas and concepts Modern
Mess stands by. Each item shown will be available for purchase
during the event.

Budget and Measurement

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20% off Online $10 (Printing fee.)

Leather Purse Giveaway $75 (The only cost for this giveaway
is the prize. $75. MM will not lose
money after several entries.)
Social Media Promotion $50 (For the bracelets. Modern Mess
will lose this money.)
Video Promotion $0-50 (Travel expenses and technical
equipment.)
Trunk Show $75 ($50 for food and beverages.
$25 for promotional pieces.
Additional displays as needed.)
Fashion Show $500 (Location rental, chair and
table rental, refreshments, and
promotion. These costs can be cut if
more businesses participate.)

To determine the success of this plan, over all profit margins will be
assessed. As stated previously, the primary goal is to expand online sales.
The timeline for this review is March 1, 2017 through August 31, 2017.

Summary

The purpose of this plan is to facilitate the growth of in store and online
sales for Modern Mess. Additionally, this plan is used to promote the
message of identity which is considered a primary aspect of fashion and is
what creates a Modern Mess.
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References

Lea-Greenwood, G. (2012). Fashion Marketing Communications. Wiley.

Posner, H. (2011). Marketing Fashion. London: Laurence King.
Phillips, B., & McQuarrie, E. (2010). Narrative and Persuasion in Fashion
Advertising.
Journal of Consumer Research, 37(3), 368-392. doi:10.1086/653087
Sheridan, J. (2010). Fashion, Media, Promotion: The New Black Magic (1st
ed.).
Chichester, West Sussex: Wiley-Blackwell.
Tungate, M. (2012). Fashion Brands. (3rd ed). Kogan Page
U.S. Census Bureau (2010-2015). Tulsa County Quick Facts Report. Retrieved
from
https://www.census.gov/quickfacts/table/PST045215/4075000