The Activewear Campaign
Where movement meets comfort.
Table of Contents
I. Introduction
Executive Summary
Overview
II. Situation Analysis
Historical context
Industry Analysis
Market Analysis
Competitive Analysis
III. Objectives
Quantitative
Benchmarks
Measurement Methods
Criteria for Success
Time Frame
IV. Budgeting
Method
Amount
Justification
V. Strategy
Break Away, Discover,
Commit
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3
4
5
6
7
9
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9
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10
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10
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VI. Execution
Print copy Strategy
12
Television Copy Strategy
13
Outdoor Copy Strategy
14
Transit Copy Strategy
15
Media Plan
Media Objectives
16
Media Strategy
17
Media Choices
18
Justification
19
Media Scheduling
and Buying
Outdoor
20
Transit
21
Print
22
Television
23
Media Flow Chart 24
Integrated Marketing
Communications
25
VII. Evaluation
Criteria
26
Methods
26
Consequences and
Contingencies
26
1
Executive Summary
Danskin is a well established and
respected brand in the world of
dance apparel. However, their line
of activewear is generally
overlooked. Danskin’s clothing line
is created specifically to meet the
needs of active women. Vandaly
Advertising Inc. has created an
energetic advertising campaign to
place Danskin among the top
competitors in the women’s
activewear market. The campaign
will be targeting women in
metropolitan and and suburban
areas. Print, television, outdoor and
transit media are Vandaly’s primary
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advertising outlets. The Danskin
“Activewear Campaign” will begin in
January 2006 and conclude in
December 2006. The media plan
allots for more intense advertising in
the early fall and spring, due to
seasonal outdoor activities.
Vandaly Advertising Inc. is dedicated
to creating a comprehensive
advertising campaign that reflects
the spirit of Danskin through
insightful advertising. We are
confident that our services will
greatly benefit Danskin and
prominently establish the company in
the women’s activewear market.
2
Overview
Vandaly Advertising, Inc. has created
a broad and thorough advertising
execution for Danskin clothing.
Danskin is highly acknowledged in
the world of dance apparel,
however, our objective is to raise
awareness of Danskin as a brand of
women’s activewear. Vandaly
performed a full analysis of the
Danskin brand and market in order to
effectively create an advertising plan
that would increase
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consciousness of the product.
Included in the plan are analyses of
the brand’s situation, history,
industry, market and competition as
well as a complete description of
advertising objectives and strategy.
Examples of creative executions in
print, outdoor, transit and television
media are also presented in the ad
plan. Finally, a detailed media plan
indicates the allotment of funds for
the aforementioned media outlets.
3
Situation Analysis
Historical Context
Danskin was founded in 1882, as a
small family owned business selling
athletic apparel to New York ballet
dancers. While Danskin remains
primarily known for their dancewear,
they also specialize in apparel for
gymnasts and figure skaters. When a
new era of female athletes emerged
in the 1980s, Danksin broadened its
horizons by sponsoring rock climbers,
beach volleyball players, tennis
players and Olympic cyclists.
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As the societal role of women has
evolved, so has Danskin. After 120
years, the company still stands for
femininity, innovation, quality and
superior comfort and fit. Its brand
identity has developed along with
the modern demand for women’s
activewear. With no equal in the
market of women’s dancewear,
Danskin now turns its full attention
to activewear and finds itself
competing with brands such as Nike
and Adidas, targeting the active
woman.
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Situation Analysis
Industry Analysis
“Our mission is simply to offer women
‘Clothes for Living.’ This means
feminine styles and comfort conscious
designs made in performance fabrics
such as O2 performance and Supplex
with Lyrca.”
Danskin’s only production plant is
located in York, Pennsylvania. In terms
of sales outlets, Danskin products may
be purchased online, at a factory
outlet or a smaller retailer.
Danskin offers many benefits to online
purchasers, including 24/7 access to
the visual product catalog, easy-to-use
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online customer service, fastest access
to product ordering and especially
reduced communication and travel
costs.
The company has recently added a “B2B
online showroom” for business-tobusiness transactions. The two options
for purchasing Danskin products in-store
are large factory outlet stores located
all over the country or small, private
retailers, such as Leslie’s School of
Dance in Watkins Glen, NY, or Sequins
and Sweats, located in Binghamton, NY.
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Situation Analysis
Market Analysis
The market for women’s fitness is
booming. According to
representatives from organizations
such as the International Health,
Racquet and Sportsclub Association
and 24 Hour Fitness, women
comprise between 48 and 52% of
health club members nationwide and
the numbers continue to grow.
Exercise spas that incorporate spa
treatments with Pilates and yoga are
emerging nationwide, all targeting
women. There was a 16% increase in
yoga users between 2001 and 2002.
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In 2000, the women’s athletic apparel
market estimated $23 billion. The
market is expected to reach $38
billion this year. Women are the
primary sporting goods buyers,
making 80% of all athletic apparel
purchases. An NPD Fashionworld study
shows that the largest group of
activewear-buying consumers is
between the ages of 35 and 54.
Additionally, activewear sales
comprise more than 20% of the
overall apparel market.
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Competitive Analysis
Adidas
S- net sales in 2004 = $8,471,280,600, in
New Balance
S- # 4 worldwide in athletic footwear
and apparel; $1.3 billion annual sales
in 2003
W- focus largely on footwear and the
company practices less market
segmentation
O- at the # 4 position, New Balance will
strive to overcome their competitors
in the 1st, 2nd and 3rd positions
T- companies such as Champion, who
focus solely on activewear
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the 2004 Olympics over 4,000
athletes wore the Adidas brand
W- more prominent in the European
market, advertising does not target
young inner-city youth who are a
primary target market for
competitors
O- net income in 2004 increased 21%
T- companies that target more American
markets
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Competitive Analysis
Champion
S- target women in their advertising
and products, specifically sports bras
Nike
S- strong brand image, celebrity
endorsements, percentage of market
share, financial capabilities
W- specialize in athletic footwear, less
attention to
potential female
target market
W- little advertising, smaller budget
O- possible online development, greater
product placement,
T- large companies such as Nike that
have larger budgets and greater
visibility
O- to further differentiate target
markets
T- companies, namely Adidas that are
more worldwide, thus able to gain
international celebrity endorsements
in sports, particularly soccer that are
less popular in the U.S.
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Objectives
Quantitative Benchmarks
•
Increase awareness by 20%
•
Create curiosity and influence
purchase intent
•
Increase sales by 7%
Criteria for Success
•
Our goal for recall testing is 25%
recall.
•
Our recall goal for cold calling is 15%
Measurement methods
•
Recall tests—sample a number of
people to gauge awareness of
Danskin advertising.
•
Cold call—sample only the people
who are exposed to the media we
advertise with and ask what ads
they recall. If they do not list
Danskin, use aided recall to inquire
if they remember seeing Danskin
ads.
Time Frame
•
January 2006 through December
2006, with specific phases in
February/March and August in
television, outdoor and transit
advertising. Print ads will appear
continuously throughout the time
frame.
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Budgeting
30%
Method
•
Percentage-of-Sales method
Amount
•
$5 million
Justification
•
Since Danskin is a new competitor
in the activewear market, it does
not have an established advertising
budget. Therefore, the
percentage-of-sales method is the
most efficient and precise
budgeting option.
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10%
12%
48%
Television
Print
Transit
Outdoor
Television
Transit
Print
Outdoor
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Strategy
Break Away. Discover. Commit.
The public image of the Danskin brand is ultimately bound to
dancewear. In order to effectively sell Danskin activewear,
Vandaly intends to first break away from this perception by
emphasizing only the activewear line in the advertising
campaign. Next, the target market must discover Danskin for
themselves through carefully placed advertisements designed to
appeal to the upper-class working woman. These ads feature
similar women in unlikely settings, such as a boardroom or
ballroom while wearing Danskin activewear, exuding the utmost
confidence, balance and beauty. After exposure to the “where
movement meets comfort” campaign, these women are inspired
to research Danskin products. Once the target tries Danskin,
they will ultimately commit to the product and its message by
loyally purchasing the activewear.
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Execution
Print Copy Strategy
The “where movement
meets comfort” print
strategy is the ultimate
theme of the campaign.
The women pictured in
the ads are confident in
any situation due to their
total comfort in Danskin
clothing. The bulk of the
budget is being spent in
print advertising.
Vandaly believes this is
the most effective way
to reach our target.
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Execution
Television Copy Strategy
The television commercial will feature a beautiful woman attending a formal ball.
When she first enters the room, the other guests are shocked by her appearance and
gossip amongst themselves. When the camera finally pans out, we finally see that
she is not wearing a traditional ball gown, but fully attired in Danskin activewear,
radiating confidence.
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Execution
Outdoor Copy
Strategy
The outdoor plan
will feature the
same theme as the
print
advertisements,
only on a larger
scale with more
emphasis on
escaping the stress
of the
metropolitan
lifestyle.
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Execution
Transit Copy Strategy
To continue with the
“where movement
meets comfort”
theme, the transit ads
will emphasize the
lifestyle of the
working woman. The
ads will feature
women wearing
Danskin activewear
and showing comfort
in any situation.
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Execution
Media Plan: Media Objectives
Target Audience
• Women
• Upper and middle class
• Ages 21-55
• 3 categories of lifestyle:
working, athletic and
women who enjoy luxuries
•Typically reside in suburbs or
metropolitan areas
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Geographic Scope
• Combination:
national
placement of
television and
print ads and
regional
placement of
transit and
outdoor ads.
Message Weight
• The entire country will receive
equal exposure to television and
print ads, while transit and
outdoor ads will be focused only
in bigger cities and their
subsequent suburbs.
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Execution
Media Plan: Media Strategies
Reach and Frequency
• Reach: 2,989,301
• Frequency: 12
Length and Size of Advertisements
• Print: 8 ½” x 11”
• Television: 30 seconds
• Outdoor: 14’ x 35’
Continuity
• Flighting: Television, transit and
outdoor advertising will be
subject to seasons of the year,
with intense executions in
February/March and August.
• Continuous: Print ads will
appear each month in a variety of
publications through the course of
the year with little variation.
• Transit: 11” x 35”
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Execution
Media Plan: Media Choices
Media Mix
• Print: O, Shape, Glamour,
Martha Stewart Living,
Cosmopolitan
•Television: ABC
Competitive Media Assessment
• Nike: television, print, transit,
outdoor, online
•Adidas: television, print, transit,
outdoor, online
•Outdoor: Chicago, Dallas,
Hartford, Long Island, Los
Angeles, Manhattan
•New Balance: television, print,
online
•Transit: Atlanta, Long Island,
Manhattan, Philadelphia
•Champion: television, print,
online
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Execution
Media Plan: Media Choices
Justification
Television: The budget was
allotted to 10 thirty second spots
in February and 10 more in August
on Good Morning America on ABC.
These months were chosen
because they precede spring and
fall clothing lines. Good Morning
America is broadcast during a time
that the Danskin customer would
be watching television, from 7:00
to 9:00 AM. Good Morning America
is her program of choice when she
is having a cup of coffee and
getting ready for her day.
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Transit and Outdoor: Transit and outdoor
advertising will be run in two phases.
Phase I of transit and outdoor advertising is
split between February and March,
depending on regional climates. Phase II of
all transit and outdoor ads will run in
August. Specific cities were selected due
to their large populations of potential
target markets.
Print: Vandaly selected five monthly
magazines for our print advertising that
target women and promote aspects of
their lives that are consistent with those
of Danskin's target consumer. The
magazines cover fashion and beauty
(Cosmopolitan and Glamour), fitness
(Shape), and positive well-rounded
lifestyles (O, the Oprah Magazine and
Martha Stewart Living). One full page
color advertisement will appear in all
twelve issues of the year for each of the
five magazines.
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Execution
Media Plan: Media Scheduling and
Buying
Media Budget and Allocations: Outdoor
Total = $
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1,482,000.00
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Execution
Media Plan: Media Scheduling and
Buying
Media Budget and Allocations: Transit
Transit
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Execution
Media Plan: Media Scheduling and
Buying
Media Budget and Allocations: Print
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Execution
Media Plan: Media Scheduling and
Buying
Media Budget and Allocations: Television
Media Budget and Allocations: Total Cost
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Execution
Media Plan: Media Scheduling and
Buying
Media Flowchart
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Execution
Integrated Marketing Communications
Catalog
• Customers will receive
a catalog through mail
with the latest Danskin
fashions available for
purchase.
Coupons
• Customers will receive coupons after spending a
certain amount (i.e. $50) for 10% off their next
purchase.
• Coupons will be sent through mail indicating an
upcoming sale date and 15% off purchases on said
date.
Promotions
• “Register Roulette” between
5 and 25% off at the register
based on a randomly selected
register key.
• Advertised sale days that
include food and door prizes in
promotion.
Sponsorships
• Relay for Life
• Special Olympics
• Free yoga and pilates classes
at local gyms
• Marathon and Triathlon booths
• Women’s health fairs
• Include coupons in catalog
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Evaluation
Criteria
• By targeting middle and upper
class women ages 21-55 in
metropolitan and suburban
areas, Vandaly strives to
increase curiosity and
awareness of the brand as well
as increase consumers’ intent
to purchase, while increasing
sales by 7%.
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Methods
• The measurement methods, as
indicated previously, revolve
around recall and cold call
testing. In addition to these
methods, Vandaly may pursue
post-testing through attitude
surveys distributed through mail.
Consequences and Contingencies
• Vandaly operates on an
incentive system which will
provide for and adjustment if
additional sales increase occurs.
Should the objectives not be
met, the fee will decrease
proportionately. The incentive
system allows for fair billing
directly based on success.
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References
1. Adidas. <http://www.adidas.com/us/shared/brandselector.asp>
Online. 27 March 2005.
2. “Average Circulation for Top 100 ABC Magazines.” Circulation Trends and Magazine
Handbook. 2004. <http://www.magazine.org/Circulation/circulation_trends
_and_magazine_handbook/11186.cfm>. Online. 12 April 2005.
3. Billboards.com. <http://www.billboards.com/> Online. 19 April 2005.
4. Champion. <http://www.championusa.com/> Online. 27 March 2005.
5. Danskin. <http://www.danskin.com/> Online. 24 March 2005.
6. Danskin Triathlon. <http://www.danskin.com/triathlon.html> Online. 12 April 2005.
7. Metropolitan Atlanta Rapid Transit Authority <http://www.itsmarta.com/> Online. 17
April 2005.
8. Metropolitan Transit Authority. <http://www.mta.nyc.ny.us/> Online. 17 April 2005.
9. New Balance. <http://www.newbalance.com/> Online. 27 March 2005.
10. Nike. <http://www.nike.com/> Online. 27 March 2005.
11. Sports SPIN. <http://www.sportsspin.com/categories/activewear/activewear_
stats.html > Online. 3 April 2005.
12. US Census Bureau. <http://www.census.gov/> Online. 20 April 2005.
13. Yahoo!Finance. <http://finance.yahoo.com/q/sec?s=DANS.PK> Online.
14 March 2005.
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