Lorna Jane's Summer Activewear: A Mass Media Advertising Campaign Plan

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Advertisement plan

Contents
Client........................................................................................................................... 3
Lorna Jane.................................................................................................................. 3
Background.................................................................................................................3
Purpose.......................................................................................................................3
Marketing objective..................................................................................................... 3
Marketing mix..............................................................................................................4
Target audience..........................................................................................................5
Consumer insight........................................................................................................ 6
Advertising objective...................................................................................................6
Advertising strategy.....................................................................................................6
Brand dimensions....................................................................................................... 6
USP.............................................................................................................................7
Competition.................................................................................................................7
Why the customer will respond in a favourable manner?............................................7
Why the customer will not respond in the favourable manner.....................................8
Media considerations.................................................................................................. 8
Mandatory inclusion....................................................................................................9
Budget.........................................................................................................................9
Timing......................................................................................................................... 9
References................................................................................................................10

Introduction
An advertising plan can be described as the strategy concerning the communication
plan of the brand about the products and services to the targeted audience. While
preparing the plan target audience is been defined along with the medium which will
be sued to reach them. In this particular report the advertisement plan is been
devised for the Lorna Jane brand concerning her new summer activewear range.

Advertisement plan
Client
Lorna Jane
Background
The brand started as a passion to deliver the gym lovers an inspiring and unique
design which is now converted into the simple yet complete approach concerning the
mindfulness and wellbeing, indicating towards the active living philosophy
(Gausebeck et al., 2018). Well in today's time activewear is not activewear means
the fashionable workout outfits which have transcended to the yoga and gym studios
to every occasion and everyday life. Right starting from shopping to travel,
Activewear has made its existence. Lorna Jane Clarkson in the cluster of activewear
designers is the most awarded fashion designers. Today Lorna Jane brand does not
only signifies Activewear but more to it (Gausebeck et al., 2018). It works towards
inspiring the women all across so that they are able to live their lives in a better
manner by following the routine of active living along with daily practice concerning
the move nourish believe.
Purpose
To prepare a mass media advertising campaign to support the launch of the new
summer activewear range on the website of the Lorna Jane (Mactiernan et al.,
2018).
Marketing objective
Objectives Specific Measurabl
e
Achievable Realistic Time-
phased
To build
awarenes
s of the
new
summer
line.
To make
the mass
awareness
of the new
summer
line
(Mactierna
n et al.,
2018).
To make
every
working
clan of
female
aware of
the new
activewear
line.
It is easy to
achieve a
majority of the
urban
population
have existence
on social
media.
The goal is
realistic in
nature as it
is easy for
the brand
to do the
online
campaign.
Before the
start of the
summer,
people
must be
aware of
the new
summer
collection
(Mactierna
n et al.,
2018).

Increase
online
visibility
through
the
creation
of a
strong
website of
the
company.
To make
more and
more
people visit
the website
to check
the new
collection
launched
To increase
the views
on websites
which will
eventually
increase the
sales
(Mactiernan
et al.,
2018).
It is easy to
increase the
footfall o
website with
the help of the
advertisement
s and
campaigns.
The goal is
realistic as
it is
practical to
compel the
customers
to visit the
website
and check
on the new
collection
(Mactierna
n et al.,
2018).
Within a
few days of
launch.
To reach
the target
segment
with the
help of the
mass
media
campaign.
To reach
maximum
working
females.
To make
the summer
line known
to maximum
working
females
(Mactiernan
et al.,
2018).
With the help
of the mass
media
campaigns.
Easy to
reach the
target
customer
as the
majority
have them
are present
on social
media.
Within a
few days of
collection
launch
(Mactierna
n et al.,
2018).
Marketing mix
Product
The `brand is planning to launch its new summer activewear range and do the
website launching. This new collection is especially for the working women and girls
who have this hectic schedule so as to provide them comfort while they try to
maintain their active lifestyle. The product is made up of the spandex, polyester and
cotton and the colours used in the collection are a mix of bright, vibrant and pastel
(Meyers, 2017).
Price
This collection is for the working girls and women, therefore, the starting range of the
collection is focusing on the elite customers and then it goes down to an average
range making is easily accessible to all the working women and girls. Also, the price
is set in accordance with the prices set by the competitors (Meyers, 2017).

Place
The brand is planning to launch its new collection on its website first because the
collection is focussing on the working clan of the females and the website is more
accessible to them as compared to the stores as they can even check out on the
collection while working or travelling etc. (Liu, 2018). Also, they have done some
modifications to the website which is as per the new collection so as to make it more
approachable and attractive.
Promotion
The brand is planning for doing the mass promotion for which they are planning to
prepare a campaign suited for the social media and their main focus is on the video
campaign that will be floated on the social media platforms like the Facebook,
Twitter, Instagram etc. and even in between advertisements of the YouTube videos
and search engines (Liu, 2018).
Target audience
Primary
Demographic  Women aged 20 to 45
 Working females
 Elite and higher middle-income
group (Percy, 2016).
Geographic  international
Psychographic  Full hectic schedule
 Focus on their works (Percy,
2016).
Behavioural  Try to have an active lifestyle
 Manage work with workout routine
too (Percy, 2016).
Secondary
The women who are conscious about maintaining their active lifestyle and are
gymholic (Percy, 2016).
Tertiary
All the female clan who are conscious about their looks and ant comfort too.

Consumer insight
Recent focus group research identified that key consumer insight to this new
summer collection was "this summer collection of the active wears are best as the
fabrics used are very summer friendly, choice of colours are amazing and the
designs are new and fresh (Jugenheimer et al., 2015). It is often difficult to get the
fashion with comfort but Lorna Jane’s new summer collection is like a complete
package providing style and comfort together. The consumer is loving the Lorna
Brand which is quite evident with the following and the footfall of the people on its
various social media accounts (Jugenheimer et al., 2015).
Advertising objective
 To make people aware of the new summer launch.
 To make people visit the website to check out the new summer collection (Fill
and Turnbull, 2016).
 To increase the popularity as well as the sale for the new summer collection.
Advertising strategy
To prepare a mass media advertising which will help in reaching the maximum
number of the working females along with the female gym lovers with the help of the
social media advertising (Fill and Turnbull, 2016). The brand is especially focusing
on video advertising. Also in order to increase the sale and to increase the footfall on
the website, emails are also sent to the targeted and potential customers which are
sent on the basis of the previous sales record (Keegan and Rowley, 2017).
Brand dimensions
Brand positioning
For the effective e-marketing positioning strategies, the first step which is involved in
the identification of the available market segment which can be used by the brand.
This will further help in making important positioning strategies for the new summer
collection. After identification of the market segment for the collection, the next step
involved is the identification of the segment which is covered by the competitors
which will help in positioning their product above their competitor’s product (Keegan
and Rowley, 2017).

Brand value
The brand is much popular on the social media, and have reached one million likes
on the Facebook and the page is growing at an average of 5000 likes per week and
the post on an average have a reach of 2.2 million people (Keegan and Rowley,
2017).
Even the other social media stats are very impressive, the brand has around
313,558 million followers and more than 200,000 monthly visitors unique in nature to
its new blog and also 28,400 followers on Twitter and around 37,575 followers on
Pinterest. Lorna Jane's brand always tries to get engaged with the customers by
sharing all the relevant information and the news with them (Keegan and Rowley,
2017).
USP
The new summer collection expresses the latest active technical fashion of women
which is in the perfect harmony along with the demands of the urban living. It is also
said to be the next shape in the fashion industry where activewear is also considered
as the ready to wear all the modern and urban female clan who wants to connect to
her active lifestyle. The designer is well versed with the hectic lives of all the females
out in the urban areas, therefore, she created a wardrobe that is perfect to fit in the
busy lifestyle of the females which is easy to carry throughout the day (Watrobski et
al., 2016).
Competition
The biggest competitors of the Lorna Jane’s is Nike, Adidas, Puma, Reebok and new
balance. The Lorna Jane’s was able to get the competitive edge over its competitors
because she was working to have ma impact and wanted to inspire the women to
have an active lifestyle (Watrobski et al., 2016). And since she is working in the
industry for the past 26 years, she is quick and fast in making the decisions as she is
well aware of the brand as well the brand customers.
Why the customer will respond in a favourable manner?
In today’s scenario, every female wants to maintain their lifestyle in a manner where
she can have a balance between fashion and comfort in her busy schedule of work.
This new collection of activewear is fulfilling all the needs of the women as the style

and design of the new activewear is suited to wear in a casual manner also so it will
fi both the purpose i.e. casual wardrobe along with the workout wardrobe (Chaffey
and Smith, 2017). So this is one of the biggest reason why people will affect
favourably towards the new collection. Apart from that, some people compress the
quality of the product with its price there is a part for the elite group of customers
having a slightly higher range of active wears and also another part is for the higher
medium class groups.
Why the customer will not respond in a favourable manner
The only problem foreseen is that there might be a group of the person who will not
respond in a favourable manner and this is because there are few females who are
very conscious regarding their wardrobes and want to keep their wardrobes separate
(Chaffey and Smith, 2017). Therefore there are chances that these females might
not take that much interest in the new collection. Apart from that some of the females
are very specific regarding their choice of fabric and they use only a certain kind of
fabric. So these are a few reasons why people might not react in a favourable
manner towards the new summer collection (Chaffey and Smith, 2017).
Media considerations
Media strategy is that part of the plan that will help the business to reach its target
customers which will help in the improvement in the total conversion rate. Therefore
in order to make the effective marketing strategy, the target audience was identified,
then the marketing objectives were set which are measurable in nature, the
marketing budget is been prepared which will help in the selection of the optimum
marketing strategy (De Mooij, 2018). Since the Lorna Jane is planning to launch the
collection on their website, the media considered for doing the promotion is the
internet and the social media as the majority of the target audience have their
presence on the social media. Since the launch is for all the geographical locations,
mass media advertisement campaign is been prepared mainly focussing on the
video campaign which will be published on every social platform. Therefore the
media consideration for this particular launch is the digital media (De Mooij, 2018).
Mandatory inclusion
While preparing an advertising campaign for the launch of the new brand, Lorna
Jane have to follow some of the mandatory legal and ethical considerations under

the category of the government regulation, self-regulation along with ethics in the
advertising (Liu, 2018). Also, the advertisement prepared should not be false and
misleading and there should be reliable evidence so as to support the claims that are
made by the brand in the advertisement. Also, the way in which the advertisement is
been prepared should be ethical in nature and it should be in accordance with the
advertising regulation (Liu, 2018).
Budget
Total $400,000
Campaign development $20000
Production $60000
Media $200000
Monitoring $40000
Agency fees $80000
total $400,000
Timing
Proposal due date: 25th March 2019
Proposal approval date: 1st April 2019
Final creative approval: 15th April 2019
Creative production: 30th April 2019
Campaign launch and finish: 15th May 2019

Conclusion
At the end of the project report the understanding is been developed regarding the
preparation of the advertisement plan which is an important aspect for any
organisation or brand as it helps in the communication of the products and services
brand has to offer to the customers. All the aspects were covered concerning the
marketing plan in the report right starting from defining the targeted customer to the
budget and timescale preparation.

References
 Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning,
optimizing and integrating online marketing. Taylor & Francis.
 De Mooij, M., 2018. Global marketing and advertising: Understanding cultural
paradoxes. SAGE Publications Limited.
 Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences
and participation. Pearson.
 Gausebeck, D., Lee, K.Y.R., Phillips, B.A., Shastry, V. and Woo, K., PayPal, Inc.,
2018. Focused advertising across multiple communication channels. U.S. Patent
Application 15/263,173.
 Jugenheimer, D.W., Sheehan, K. and Kelley, L.D., 2015. Advertising media
planning: a brand management approach. Routledge.
 Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social
media marketing. Management Decision, 55(1), pp.15-31.
 Liu, S., 2018, June. Research on Advertising Planning Innovation against the
Background of Media Integration. In 2018 International Conference on Sports,
Arts, Education and Management Engineering (SAEME 2018). Atlantis Press.
 Mactiernan, D.N., Aggarwal, A., Liao, J. and Kaminsky, B., iHeartMedia
Management Services, Inc., 2018. DYNAMIC ASSIGNMENT OF MEDIA
ADVERTISING ORDERS TO BROADCAST INVENTORY. U.S. Patent
Application 15/257,027.
 Meyers, C.B., 2017. Social media influencers: A lesson plan for teaching digital
advertising media literacy. Advertising & Society Quarterly, 18(2).
 Percy, L., 2016. Strategic advertising management. Oxford University Press.
 Watrobski, J., Jankowski, J. and Ziemba, P., 2016. Multistage performance
modelling in digital marketing management. Economics & Sociology, 9(2), p.101.