Atmosfere Plan Book

7/30/2019 Atmosfere Plan Book

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ATMOSFEREJune 2011 to May 2012


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MONOCLEisJoseph Mischo & Gavin Brandt

Monocle 2011


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TABLE OF CONTENTS

PHILOSOPHY 1

EXECUTIVE SUMMARY 2

HISTORY 3

MISSION STATEMENT 4

STAFF 5

COMPETITIVE ANALYSIS 6

PRIMARY RESEARCH 9

SECONDARY RESEARCH 15

OBJECTIVES & STRATEGIES 16

TACTICS 17

SCHEDULE 18

EVALUATION 19

BUDGET 20

APPENDICES 22


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PhilosophyAt Monocle Agency, we have the irm belief that success lies in three

factors: talent, research, and insight. Our team does this effectively

and eficiently with tremendous effort. Like the eponymous object

for which we are named, we see a uniied, clearer vision. By

changing our scope, we can see our whole world in such a manner.

If our agency were a dish, our talent would be the secret ingredient

- our competitive advantage. This is because we utilize all our

resources, from the classroom to our professional experiences. We

are out-of-the-box thinkers that achieve success through our unique

fortes.

Monocle Agency believes that research is the cornerstone of a

campaign. Finding that piece of data or information can change

everything. What some may deem as a worthless inquiry can lead

to a insightful solution. However, our research efforts remain lean

and eficient. Proper investigation bears the sweet fruits of

empirically driven answers.

Once completed, we infuse our research with talent to derive the

insight. We have spent our lifetimes observing peoples behaviors

and their isms. We know how they work. These discoveries have

trained us to potently communicate to and with them; additionally,

we go further by striving for reaction.

Every client and every campaign requires different research,

insight, and strata of talent. Monocle Agency embraces this and

does not rely on past work to drive future campaigns. Society

evolves. Technology blooms. Products are altered. Communicationadvances. To this end, we remain as dynamic and effervescent as the

world and people around us.

And we see all of it clearer than the competition.

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Executive SummaryWe have the pleasure of working with Atmosfere, a clothing

boutique in the epicenter of Uptown, Minneapolis. This relatively

young business has already established a dedicated customer base.

This could be greatly expanded, however, due to their present lack

of advertising efforts. We dont want to just give them a campaign;

we offer them something holistic with speciic strategies and

tactics.

With the campaign spanning twelve months, our objectives are as

follows:

o To increase annual sales by 20% in 2011 compared to 2010.

o To increase sales between March and July by 25%

o To communicate with the target audience through the channels

they use most

o To increase awareness and positive perceptions of Atmosfere by

25% in 2011 compared to 2010

o To position Atmosfere as a unique and trendy fashion boutique

o To increase awareness of Atmosferes validated parking

Whereas this is the companys irst real effort at an advertising

campaign, we will give them something of a more extended nature.

It will begin in June 2011, when the uptown scene is vibrant with

may people out shopping. It will run through May of 2012, so that

we may offer solutions for a full calendar year and all seasons.

We aim to please the uptown

crowd and speak to the young

professionals and post-college

crowd.

To most effectively communicate

with and reach the target, we

will maximize Facebook.

Alternative/guerrilla media will

also be made for uptown bars

and restaurants.


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3

HistoryAtmosfere was founded in 2005 by Dan Capetz. It was originally just

a mens fashion boutique, selling only clothing in black, blue and

white in the skyway downtown.

In 2009, Terry Terwedo joined the management team, becoming a

minority owner. He brought extensive experience in womens

fashion and soon after his arrival Atmosfere became a mens and

womens fashion boutique. The womens line has grown and today,

it accounts for about 40% of Atmosferes sales. Despite its recent

success, Atmosfere is approaching a crossroads. Will Atmosfere

transform into an equal-opportunity fashion boutique (50%

mens/50% womens)? Will Terry eventually leave to start an

independent womens fashion boutique? Or will the business

continue to grow as a mens fashion-focused boutique and expand to

another location?

One thing is certain: Damon and Terry are focused on increasing

sales, growing a customer base and increasing awareness.

In 2007, the boutique shifted its

focus from club/scene fashion to

casual/classic when Dans son

Damon began working as the

mens line buyer. Atmosfere has

been in four locations since 2005

and has been in its current

location since 2008.


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Mission StatementAtmosfere does not have a formal mission statement. Some brand

tag lines have existed in Atmosferes past, most recently, Live in

Yours. Shop in Ours. Atmosferes website and Facebook page also

include the positioning statement, Fashion forward denim couture

for men and women. Whether for work or play, we have what you

need for the look you want. Damon and Terry are both open to the

idea of developing a formal mission statement and see what value

one could add to their organization. Atmosfere does not have a

strong brand message.

Damon and Terry have positioned Atmosfere as many different

things over the years and they could beneit from a unifying mission

statement that focuses all their brand messaging. They also

recognize that their current tag line and positioning statement are

not as on-target as they could be.

New Mission Statement:

Atmosfere is a mens and womens fashion boutique that offers

exclusive brands to young professionals (and those young at heart),

helping them create their own personal style - their Atm osfere.

Additional tag line ideas:

Out of this world style.

Stratospheric style.

Extra-terrestrially dressed.

Its the air you breathe.

Seasoned in style.


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StaffDamon Capetz - Manager; Mens Buyer

Damon has been with Atmosfere since its early days in downtown

Minneapolis. When the store moved from the skyway to Uptown in 2007,

Damon began working as the mens line buyer and strived to re-deine the

mens look in uptown.

Damon is responsible for purchasing new mens lines and accessories each

season. He attended UMDs business school for two years before becoming

the mens buyer at Atmosfere. Damon is a bit uncomfortable with social

media and new technology and is less social than Terry. He has a passion

for mens fashion and enjoys writing. He says he is best at writing

Atmosferes e-mail blasts and press releases but hasnt become

comfortable with social media messaging.

Terr y Terwedo - Minority Owner; Womens Buyer

Terry came to Atmosfere in 2009 when the boutique added a womens line

He is responsible for purchasing new womens lines and accessories each

season. Terry was brought to Atmosfere by Dan because they had worked

together when Terry was a successful womens buyer for Neiman Marcus.

Terry is a partial owner of Atmosfere.

Terry is a self-described people person and enjoys socializing at local

clubs and bars. His experience as a club promoter has helped him endorse

the womens line at Atmosfere in Uptown and in the greater Minneapolis -

St. Paul area. Terry strives to be the best at everything he does, especially

sales, and will socialize at different bars ive to six times a week,promoting Atmosfere and converting new brand enthusiasts.

Terry still promotes parties in Minneapolis and is friends with a number of

popular DJs and club owners.

Dan Capetz - Majority Owner

Dan is the majority owner of

Atmosfere and Damons father.

Dan makes the big decisions for

Atmosfere but lets Terry and

Damon run the most of the

business for him. Dan worked as

an architect and designed the

interior of the store he has an

artistic eye. He plans to retire in

the near future yet remains

active in the direction of the

business. Dan is old school and

has been hesitant to change

Atmosferes website. Damon and

Terry have a tremendous amount

of respect for Dan but dont

always agree about the direction

the companys moving in.

Add iti ona l Sta ff

2 part-time college girls

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SWOTInternal Strengths

o High level of transparency

o Great relationships with customers

o Exceptional laid back vibe

o Unique personal selling

o Exclusive retail of some brands

o Terry has fantastic experience

o Dan has great leadership and creative eye

o Everyone buys in to the family at atmosfere

o Only buy 5 of anything (S, 3-M, L)

External Strengths

o Plays off Uptown culture

o More mature than competition

o High-trafic location

o Attractive interior design

o Near afluent neighborhoods

o Target demographic lives close

Internal Weaknesses

o Lack mission statement

o No clearly deined chain of command

o Disconnect between levels of management

o Limited number of products

o No formal communication strategy

o Poor website

o No formal branding

External Weaknesses

o Parking in Uptown

o Most people visit Calhoun Square to eat or drink


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SWOTInternal Opportunities

o Flexible schedules

o Terrys experience as a womens buyer

o Terrys passion for self-promoting

o Damons writing skills

External Opportunities

o Increase market share

o Increase awareness

o Collaborate with local businesses and taste makers

o Incorporate location-based social media

o Collaborate with local designers

o Re-modeling of Calhoun Square

o Online selling

Internal Threats

o Dans future as ownero Website contract preventing changes

o Dans lack of presence at the store

o Internal power allocation

o Store gets hot during summer months

External Threats

o Poor economy

o Local competition

- V-State- Blue Peg

- Heartbreaker

o Chain competition

o Online shopping

o Winter weather

o Uptown is known for bars and restaurants

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Additional PerspectiveBoth Damon and Terry describe the environment of Atmosfere as a

comfortable, relaxed place to hang out. They drink at the store

with friends on the weekends before going out to the bars and offer

customers complimentary beer and wine while playing Sports

Center, G4 and alternative music in the store (Atmosphere, Cartel,

Jimmy Eat World, Mars Volta, etc.).

Both Damon and Terry know everything that is in stock at the store

at any given time. They have fantastic relationships with theirclientele and know most of their shoppers by name. They believe

that because of their expert knowledge and personal relationships

with shoppers they can save their clientele time and money while

shopping for quality fashion products.

Damon and Terry would both like to see Atmosfere expand and grow

into more than one store. When Dan retires in the near future,

neither are sure which direction the business will take. Atmosfere

could end up opening new stores or Damon may keep the mens line

and Terry may take the womens line elsewhere, opening a newstore of his own. Both agree that Atmosferes expansion or possible

separation depend on the businesss short-term inancial success

and Dans decisions.

Damon and Terry are never pushy and dont want to scare

customers away. They are laid-back and take a unique, personal

approach to customer service. Wed rather meet you irst, as a

person, get to know you and then help you look your best. But irst,

we need to know you.

C O M P E T I T I V E A N A L Y S I S

Damon and Terry represent the

respective ends of Atmosferes

target markets age range: 25 to

35.

The store was originally a mens

store until 2009 when Terry was

brought on. Atmosfere is now

60/40, mens/womens.


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Website SurveyTo analyze the performance of Atmosferes current website, we

performed one-on-one interviews with twelve college students who

live in Minneapolis. Participants were asked to perform a series of

basic tasks on each website. Each task was timed and recorded. The

websites analyzed in this study included:

o www.atmosfereclothing.com

o www.vstateclothing.com

o www.bluepegmen.com

o www.shopheartbreaker.com

These websites were identiied as primary competitors of

Atmosfere. Each competitor is a boutique fashion retailer located in

the Minneapolis area that sells both mens and womens fashion.

V-State and Heartbreaker are located within a block of Atmosfere.

Participants were asked to perform the following tasks in the stated

order:

1. Identify the boutiques phone number

2. Identify business hours

3. Identify the brands the boutique sells

4. Locate a link to Facebook or Twitter (if applicable)

5. Identify the address of boutique

6. Print driving directions to the boutique

Example: Participant #1 was shown randomized website A and

asked to identify the boutiques phone number. Then Participant #1

was shown randomized website B and asked to identify theboutiques phone number. Participant #1 was shown randomized

website C and so on. Each task was completed in this manner to

ensure that a speciic tasks completion time wasnt dependent on

the previous tasks time (except for tasks 5 and 6, which were

measured together).

Insights:

Atmosfere has 906 Facebook

fans, which is a well-sized reach

for a fashion boutique.

Atmosferes Facebook posts have

a great voice and tone.

Twitter and Facebook proile

picture should be the logo to

increase brand recognition.

Store hours and phone number

should be displayed on each

page.

Web page has no links to

Facebook or Twitter pages.

Atmosfere is only following one

person on Twitter. This needs to

change.

Brand messages need to be

consistent though multiple

channels (Facebook, Twitter).

Atmosfere needs a website that

they can update without the help

of a programmer.

Atmosfere needs to be able to

update their new lines, changing

brands and events in real-time.

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Website ResultsThe following are the mean times it took a participant to perform the

identiied task on each respective website (in seconds).

In general, Atmosferes website is eficient. Only Blue Peg scored faster

overall times. We believe that Blue Pegs simple layout and the fact that all

of the tested information is included on their homepage are two of the

main reasons participants spent less time on www.bluepegmen.com than

any other website.

On the other hand, spending more time on a website isnt necessarily a bad

thing. For example, www.shopheartbreaker.com has a blog, a shopping

catalog and other interactive components. One of Heartbreakers

objectives may be to keep visitors on their site by burying information so

visitors stumble across other interesting bits while searching for their

phone number, address, etc.

Answers were checked for accuracy and total time was measured along

with individual task time. After performing the above tasks, the

participants were asked to complete a short survey about the websitesthey visited (Appendix). It included the following questions:

1. In regards to aesthetics/visual appeal, rank the four websites.

2. In regards to easy of use, rank the four websites.

3. Select your likelihood of visiting each boutiques location

4. Rank the following boutiques in terms of your interest.

Insights:

Blue Pegs website is fantastic. It

incorporates all of the essential

elements we measured in our

task timing study into one

page/homepage. Aside from

missing links to their social

networking pages and being

rated lower on the aesthetic

aspect of the site, Blue Pegs

website is a great example of

what Atmosferes website should

look like. At this point the

negative visual appeal and low

ease-of-use of Atmosferes

current website could be hurting

their business more than its

helping.

Atmosferes website doesnt need

any bells and whistles. Theres

no need for an online shopping

tool or any other fancy

interactive component.

Atmosferes website needs to be

simpliied, visually re-vamped

and created in a way that allows

Terry and Damon to update it in

real-time without the help of a

html programmer.

A solution to these problems

could be a Wordpress.com

web-blog or like service that

allows users to edit, post and

update a website with little or no

web programming training.

Atmo sfe re V-Sta te Blu e P eg Hea rtb rea kerIdentify the boutiques phone number 3.1 23.6 2.1 45.2

Identify business hours 20.9 10.7 2.7 34

Identify two brands the boutique sells 8.4 12.3 3 13.9

Locate a link to the boutiques social 0 0 0 32.4

Identify the address of boutique 15 15.3 13.6 32.1

Print driving directions to the boutique 1.3 2.2 2.5 1.2

Total Time to complete tasks 48.7 64.1 23.9 158.8


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Website ResultsAll participants who took the survey, spent 3 minutes on each

website performing the same tasks as above (not timed) before

answering the following questions. 74 male and female

Midwesterners, ages 19 to 27 were surveyed through Qualtrics.com.

74% of participants found Atmosferes

website dificult to use/navigate.

63% of participants found Atmosferes

website to be the least visually unappealing.

13% of participants were likely to visit

Atmosferes physical location after visiting the site.

Site Rank:

Our survey sample was collected from all across the Midwest (MN,

WI, MI and IL) so many of the people surveyed may have answered

this way because they dont live near Minneapolis.

In regard to eficiency, (time

spent on each website to

complete all tasks) heres how

the competitors sites rank:

1. Blue Peg

2. Atmosfere Clothing

3. V-State

4. Heartbreaker

*Blue Pegs website is a one-page

site. All of the relevant

information measured in the task

timing is located on the

homepage (except for social

media links).

EASE-OF-USE

1. Heartbreaker

2. V-State

3. Atmosfere

4. Blue Peg*

AESTHETICS

1. Heartbreaker

2. V-State

3. Blue Peg

4. Atmosfere

INTEREST

1. V-State

2. Heartbreaker

3. Blue Peg

4. Atmosfere

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Customer SurveyWe administered a brief, yet insightful nine-question survey to customers.

This allows us to get a grasp on just who the typical Atmosfere customer is

They were able to opt in upon completing a post-purchase transaction.

The irst three questions posed were simply asked to attain demographic

data: age, gender, and ield of work. Knowing the age of the typical

consumer could help us alter our language and messages to the

appropriate generation (teens vs. young professionals vs. middle-aged, for

example). Currently, the mens to womens inventory is about sixty-percent

to forty, respectively. The proportion of mens vs. womens could suggest

that they may need more selection to more appropriately cater to one

gender. The occupation ield may offer guidance in the merchandise to

carry and the type of message in advertisements. Customers working in

arts-related ields may like more avant-garde and stylish clothing, whereas

those in more white-collar occupations may tend to like more svelte, urban

wear.

The subsequent questions related to psychographic and lifestyle

information. Frequency of visit may inform us of loyalty to the store.Asking what their primary mode of transportation to Atmosfere can aid us

in deciding the placement of messages (bus stops, billboards, etc.). Having

them tell us the neighborhood they live in does much of the same. Next we

simply asked the guests if they have Facebook and/or Twitter accounts.

Knowing this helps us know where to most effectively advertise and post

updates about the store, products, sales, etc. Lastly, we asked why they

like Atmosfere. Despite being a rather open-ended question, we could look

for trends and see the potential competitive advantage and emotional

appeal of Atmosfere.

Survey Data

o Age o Occupation o Neighborhood

o Gender o Visit Frequency o Method of Transportation

o Facebook o Twitter o Additional Comments

Ethnographic Research:

Location and accessibility:

Given the notable location of

Lake and Hennepin, the

geographical location is both a

blessing and a curse. It is the

highest trafic intersection in

Minneapolis and located in the

epicenter of uptown. However,

the street parking is often

limited and because of this, the

store may be seen as somewhat

limited in terms o f accessibility.

Atmosfere does validate parking

in the lot behind them, which

many patrons and passers-by are

unaware of.

After doing some ield research,

the store attracts much attention

from those walking by. Some

seemed to be slightly perplexed

by the store but interested. They

may have been curious but

uncertain as to what type of

store it was.

Observations:

Terry and Damon have great

rapport with customers were

very involved and

conversational. The relationship

they have is unprecedented

compared to other retail shops

and has garnered high levels of

loyalty.


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Customer Results

Target Profile

Median Age: 28 years

Gender: 56% male; 44% female

Occupation: 35 professionals

Frequency of visits per month:

o 16 visit


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Sales Figures:

The womens line has grown

signiicantly since 2009. This can

be attributed to Terrys

involvement at Atmosfere and his

experience as a womens buyer.

Total sales grew 42% in 2010.

In 2010, March through July were

the months with the lowest

average sales. While winter items

tend to have higher price points,

Monocle feels that their is a great

opportunity for sales growth

during the summer months.

MAR APR MAY JUNE JULY AUG SEPT OCT NOV DECJAN FEB

Annual Sales

Monthly Sales

MENS

2009

2010

WOMENS TOTAL

4%

302%

42%


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Secondary ResearchAccording to a 2011 IBIS World, there is a positive outlook for the retail

clothing industry. Revenue is expected to recover by 2.2% in 2011 with

further growth slated until 2015. Personal disposable levels of income are

also on the rise at 1.6%. This indicates that consumers will be less

price-sensitive and more responsive to advertising and branding. It is

expected that a greater focus and attention will be placed on fashion as a

result of these predicted igures.

Niche stores, like Atmosfere, are going to be highly competitive in the near

future, especially with retail chains. With the increasing number of

clothing retail stores increasing, it will be very important for stores to

differentiate themselves distinctly. E-commerce is a large threat to

brick-and-mortar stores. Having a presence online will be critical. Online

purchasing is expected to increase 10.5% annually.

Competition Analysis

In regards to location, V-State is the only direct competitor to Atmosfere. Italso has a great location near the intersection of Lake and Hennepin. The

clientele and style of clothing is quite similar. Aesthetically it is a bit more

modern and minimalistic.

Len Druskin is a retail chain in Minneapolis with multiple locations in

shopping centers in suburbs and downtown. They have done high levels of

publicity and carry similar brands as Atmosfere.

Survey Data

o Age

o Gender

o Occupation

o Frequency of visits

o Neighborhood

o Method of transportation

o Facebook

o Twitter

o Additional comments

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Objectives & StrategiesObjectives

o To increase annual sales by 20% throughout campaign period

o To increase sales between March and July by 25%

o To communicate with the target audience through the channels

they use most

o To increase awareness and positive perceptions of Atmosfere by25% in 2011 compared to 2010

o To position Atmosfere as a unique and trendy fashion boutique

o To increase awareness of Atmosferes validated parking

Strategies

o Use a re-designed website to make their online presence more appealing

o Use increased functionality of website to make it easy for Damon and

Terry to edit and update posts

o Use direct media to promote and increase interest in Atmosfere

o Use direct media to create awareness for validated parking sign or on

back of business card

o Use a mission statement that will help focus all other brand efforts.

o Use social media to communicate with the target audience

o Use an online presence that echoes the heart of theAtmosfere brand


20/31

TacticsWebsite Revamp

Create a new website that is visually appealing and allows Terry and

Damon to edit content easily and without any programming background.

Creating a website through Wordpress.com could be a simple, affordable

and viable option. (Appendix A)

Coasters Promotion

Place branded coasters at local bars in Calhoun Square that serve the same

customers Atmosfere sells too. Bars like Chino Latino, Drink and Aura

would be exceptional for coaster placement. Simple coasters featuring

Atmosferes logo would be an option, along with redeemable coasters

speciic to an in-store promotion (i.e. Bring in this coaster for 15% off

your next purchase). Any coaster promotions should be focused around

happy hour and executed during the summer months, when foot trafic is

heavier in Uptown. (Appendix B)

Validated Parking CardsPlace two small cardstock signs at the front desk advertising

Atmosferes validated parking. The cards would simply say, Ask Us

About Validated Parking. (Appendix C)

Sandwich Board

Purchase a new sandwich board and print a sign directing drivers to

Atmosferes validated parking lot. The side that faces tra ff ic coming

toward Hennepin should include the validated parking information.

(Appendix D)

Fiber Optic Lights

Place decorative iber optic lighting on exterior of store front to attract

shoppers on foot, especially at night, when the Uptown and Calhoun

Square areas are most busy. This distinguished exterior will create

noteriety.

Coaster Copy:

Hope you enjoyed your happy

hour, stop by Atmosfere for 15%

off a purchase.

Hope you enjoyed your happy

hour, stop by Atmosfere for

another drink on us.

Facebook Tactics:

Friend other fashion forward

businesses, thinkers and writers

on Facebook.

Change Facebook proile picture

to Atmosfere logo to maximize

instant brand recognition.

(Appendix E)

Use Facebook to promote deals

during dead sprees in the

summer when there isnt a lot of

trafic in Calhoun Square.

Be spontaneous.

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JU

NE

TACTICS

JULY

AUG

SEPT

OCT

NOV

DEC

JAN

FEB

MAR

APR

MAY

WebsiteRevamp

FiberOpticLights

CoastersatLocal

Bars&Restaurants

CoasterPromotion

Validated

ParkingCard

SandwichBoard

Schedule


22/31

EvaluationThe methodology required to evaluate our campaign is quite simple

to execute. Listed are the evaluation techniques and the objectives

which pertain to them:

View and compare sales igures from the year prior to and

the effective year of the campaign.

To increase annual sales by 20% in 2011 compared to 2010

To increase sales between March and July by 25%.

View and compare the number of people who like

Atmosfere on Facebook before and after campaign. Also,

qualitatively evaluate the number of comments under

posts by Atmosfere and general feedback.

To communicate with the target audience through the

channels they use most.

Re-administer surveys that ask questions regarding their

knowledge/perceptions of Atmosfere after the campaign

and compare numbers.

Count number of coasters redeemed by customers and see

if theres a correlation to sales igures.

To increase awareness and positive perceptions of

Atmosfere by 25% in 2011 compared to 2010.

To position Atmosfere as a unique and trendy fashion

boutique.

Count number of parking tickets validated by the store in

the new year compared to the previous.

To increase awareness of Atmosferes validated parking.

Methods:

Our methods are very

numerically driven and

rather easy to observe.

Terry and Damon can

also make a judgment

about awareness by

subjectively observing

trafic in the store

compared to the

pre-campaign period.

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23/31

Budget

Monocle Planning Pro-Bono(50 hours x $100) Worth $5,000

Graphic Design Pro-Bono(40 hours x $100) Worth $4,000

Coasters $500($0.50 each x 1000)

Fiber Optic Lights $400($20 each x 20)

Light Installation $200

Wordpress Domain $20Annual Fee

Sandwich Board $20

Signage $60($30 each x 2 sides)

Validated Parking $450

($3 each x 150 stamps)

$1,650(Total Worth) $10,650

All work done by Monocle is

pro-bono and will be billed

accordingly.


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APPENDICES


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APPENDIX A


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APPENDIX B


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APPENDIX C


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APPENDIX D


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APPENDIX E


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Atmosfere Plan Book

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