Strategic Message Planner: The Elegant Alley Cat
Advertising Goal
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To help promote the awareness of The Elegant Alley Cats products and storefront on
campus for gifts and personal selections for school or presents.
Client: Key Facts
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The Elegant Alley Cat of Morgantown, West Virginia, sells a wide selection of gift based
products.
The Elegant Alley Cat is an employee-owned company and, in 2011, was named first
place winner of the Storefront Window Decorating Contest.
Vera Bradley has awarded The Elegant Alley Cat with the Ruby award from 2000-2002
and the Emerald award from 2003-2005.
Fred and Dieter Schaupp and their wives purchased The Elegant Alley Cat in 1987.
The company's primary products are Vera Bradley, Lilly Pulitzer, unique jewelry and
home decor.
Product: Key Features
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What Is the Product?
The Elegant Alley Cat is a store that sells brand names, unique jewelry, gifts and home
decor.
The Elegant Alley Cat provides brands such as Vera Bradley and Lilly Pulitzer.
There is a large selection of patterns and designs represented of each brand.
The Elegant Alley Cat provides products at a variety of price ranges that everyone can
afford.
What Is the Purpose of the Product?
The purpose of The Elegant Alley Cat is to provide a cozy and comfortable shopping
environment for its customers to browse and purchase brand name merchandise,
distinctive jewelry and primitive home decor items.
“We encourage you to browse as long and as often as you need, because helping you find
the right treasure for yourself or another is what we’re all about,” said Linda Snyder.
What Is the Product Made of?
The Elegant Alley Cat features top name brands in trend-setting styles. The store is
constantly updated with new arrivals from these brands.
The Elegant Alley Cat sells unique purses, bags, totes, luggage, lanyards, agendas,
tumblers, jewelry and home decor.
Who and What Made the Product?
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Brands including Vera Bradley and Lilly Pulitzer along with other unique brand owners
that provide the jewelry and home accessories.
All handbags are made of high quality, durable material that will not rip or tear easily.
The high quality material is durable enough for day-to-day use of the bags and
accessories.
Target Audience: Demographics and Psychographics?
The target audience for this store is college women ages 18-24 who enjoy shopping for
items such as purses and bags, jewelry, planners and home decor; particularly brands
such as Lilly Pulitzer and Vera Bradley. One target group is women who attend WVU
and are actively in a sorority. Targeting this group occurs by selling the brand Lilly
Pulitzer, which has its own line of customized sorority products. The same brand also
sells agendas which are useful for keeping track of classes, homework and sorority
events throughout the school year.
Another target audience is young female students of the university who want to stand
out with a stylish print from Vera Bradley. This brand sells bags, purses, backpacks,
lanyards and agendas which can all be used for classes. This is a strong appeal to young
women attending WVU as most young women prefer carrying stylish items that are also
functional and affordable.
Product Benefits
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The Elegant Alley Cat stocks the latest patterns and designs: you’ll always be in style and
on par with the newest fashion trends.
The Elegant Alley Cat is easy to access: located on High Street close to the university
campus.
The Elegant Alley Cat provides a large variety of patterns from Lilly Pulitzer and Vera
Bradley allowing you to shop the majority of the currently available patterns.
The Elegant Alley Cat has a long held reputation of selling high quality and in-style
products.
Direct Competitors and Brand Images
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Paisley’s, Plaids and Polka Dots: sells a large competitive selection of Lilly Pulitzer and
Vera Bradley.
Francesca’s: a boutique that sells high quality, trend-right apparel, jewelry, home
accessories and gifts at an attractive price.
Victoria's Secret: sells totes, bags, backpacks and agendas available in stylish and trendy
designs along with comfortable clothes and undergarments for class and/or working
out.
Indirect Competitors and Brand Images
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Forever 21: purses, bags, clothes and accessories sold at very affordable prices while
maintaining a fashion-forward image.
Product Brand Image
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Current brand image: The target audience believes that The Elegant Alley Cat sells
current and cute bags, agendas and jewelry, but has convenient store hours; closing at
5:00 p.m. most days.
Desired brand image: The Elegant Alley Cat is the best storefront in the Morgantown
area for all of your bag and gift needs.
Brand image challenge: The target audience isn’t aware of the location of the store
although it is close to campus.
Strategic Message: The Promise
The Elegant Alley Cat will provide a cozy, friendly environment for you to shop for the
perfect treasure for yourself or another.
Supporting Evidence: The Proof
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2011 – 1st Place winner of the Storefront Window Decorating Contest (Main Street
Morgantown)
2010 – 1st Place winner of the Storefront Window Decorating Contest (Main Street
Morgantown)
2009 – Best New Signage (Main Street Morgantown)
2009 – 3rd Place winner of the Storefront Window Decorating Contest (Main Street
Morgantown)
2007 – Recognized for continued support of RDVIC
2003-2005 Emerald Award Recipient (Award given by Vera Bradley)
2003 – Best Business Expansion (Main Street Morgantown)
2000-2002 Ruby Award Recipient (Award given by Vera Bradley)
1989 – Award was for Best Business Expansion
Charter Member of Main Street Morgantown