This document analyzes a direct marketing campaign for Blueprint, an independent clothing store in Kingston. The campaign targeted recent graduates from St. Lawrence College. An email was sent offering 15% off clothing purchases along with a raffle to win gift cards for two local restaurants. The email had a 40% open rate but no one redeemed the offer by making a purchase. While the target market and offer seemed appealing, the presentation may not have been compelling enough to motivate purchases. Future campaigns should duplicate the targeted list and offer, but strengthen the email content to better drive customers to redeem the deal.

1. Blueprint Direct Campaign Analyisis
By:
Kelsey Ammon
Kyle Kelsey
Chris Seibner
Robert Anderson
April 25th, 2013

2. Client
Blueprint is one of the few independent clothing stores within Kingston retail
industry, and is located in downtown Kingston nearby sister stores Agent 99, and
Three Boutique. As such, their focus is on supplying the demand of Kingston
customers rather than large retail outlets.
This store offers clothing in the vein of business casual, yet trendy and modern.
Focusing on targeting those still receiving education as well as those within a steady
career where suit and tie is not necessary garb. A wide variety of popular brands are
available for purchase for both men and women, in products ranging from shirts,
blouses and pants, to backpacks.
Blueprint also encourages couples to come in together, being a mostly gender-
neutral store.
The major goal of the client was to increase foot traffic and purchase within the
store. Especially between Monday and Wednesday which was Blueprint’s slowest
days of the week.
Target Market
Big Idea
The overall concept or “big idea” of the campaign was modeled around young
professionals that have recently graduated from St. Lawrence College. As a recent
graduate your budget is more than likely to be tight; however, your need for the
right attire is in desire. With this in thought our list specifically targeted graduates
from our own IMC program. The tactic behind targeting IMC alumni was that it took
a more personal approach (IMC student to IMC grad). Recipients would be more
inclined to open the email because it’s personalized. Unfortunately in retail most
brands are distributed to several retailers, given this we knew our campaign needed
a significant offer for the recipient to take action. Since Blueprint is positioned as an
independent retailer, carrying the hottest brands, we determined that teaming up
with two of Kingston’s hottest independently owned restaurant-lounge/pub was the
perfect marriage to execute the irresistible offer. We obtained gift cards for two
establishments and these were offered in a raffle draw as long as customers made
their purchases from Mon-Wed, as one of the clients main objectives was to increase
traffic from Mon-Wed.
Message
Channel
We choose Email because it was the most effective way to reach our target. Research
indicates that over 51% of Canadians are using smart phones; any young
professional knows that having a smart phone in today’s business world is a must.
Emails will be sent to our entire database and can be received via-smart phone,

3. tablet device, or computer, which gives us the opportunity to reach our target 2-3
times. In addition, with email we are able to personalize the “subject” line (IMC
student to IMC grad). This gives us the opportunity to create interest and establish a
connection with the recipient before the email is even opened. Inside the email
using the program “mailchimp” (which is also is mobile optimized) we are able to
upload any creative design we wish. This allows utilizing copy and visuals to
enhance appeal. In addition, we also have the ability to provide direct links for
redemption, store address, and social media accounts. Mailchimp also provides in
depth analytics to aid in providing the client a thorough analytics report.
Creative

5. For the creative, it was essential to display some sort of image that would portray
what our offer is. We include all components of the message for information for the
customer. Warm, chic colours are used to attract the eye of the reader. Also included
are the logos of the restaurants that the customer could attend if they win the
contest. Bold, bright colours are highlighting the key takeaways of the message to
ensure the reader receives the important information. Direct links are also provided
for the coupon and more information.
Results
Using Mailchimp, this tool tracks who opens the email. It can also track at what
times or if they sent the email to a friend. This was our tracking system. As far as
redemptions, the tracking system would be who brought in the coupon and
redeemed the offer. Unfortunately, nobody was motivated or able to redeem the
offer. The revision and resend didn’t make any differences other than one different
person opening it than the last time. Most people received the email and opened it
again. Fortunately there were no costs to send the email. The only costs would have
been the 15% off of the clothing.
We estimated:
Estimated 3% return rate of 25 = 1 person
Gross profit= Jeans/Shirt combo, roughly $115.
Lost opportunity 15% = 17.25+ Campaign Expenses ($0) = $17.25
Offer generated revenue ($97.75) – Total Campaign Expenses ($17.25) = $80.50
LTV-
Analysis
As the campaign was free with all its content, it is something fairly easy to tweak
and experiment with in the future. A good list reaching an interested target market
seems to get attention, as the 40% open rate for the e-mail indicated. The initial
message was a strong one, as this open rate is significantly better than the industry
standard.
The offer itself was something that had caught attention, as face to face
communications revealed that people had indeed printed off the coupon to redeem
with full intentions to use it, wanting both the sale and the potential of saving money
for a meal at one of two well known local Kingston restaurants.
However, in the end, there were no redemptions. One of those who printed off his
coupon even said he thought he had used it. This leads to the fact that perhaps the
presentation of the offer itself was somewhat forgettable and not strong enough,
even if the offer was intriguing enough to lead those targeted all the way to the final
step, which was never crossed.
Duplicating or expanding the offered list of recent post-secondary graduates now
getting into full time careers is recommended for the future. This target has shown
the interest.

6. Duplication of the offer is recommended. The 40% open rate and verbal
confirmation of interest shows that people will take advantage of this.
Expansion of the email itself however is our final recommendation. Making it
stronger to linger within the target’s mind to push them to make that final
redemption. Or perhaps more concise reminder e-mails to push them into the store.
Everything else about the campaign was promising, especially the open rate, but
that final step never got crossed.