Sanderson Proposal

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    26-Mar-2016
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Client proposal

Transcript of Sanderson Proposal

  • CLIENT PROPOSAL: SANDERSONS HERITAGE : Creative : Trend : Consultancy :

  • - SANDERSON CLIENT

    - DISTRIBUTION

    - THE CONCEPT

    - WEBSITE LAUNCH

    - NIGELLA LAWSON

    - JOHN LEWIS

    - MARKETING & ADVERTISING STRATEGIES

    - BRAND FUTURE

  • CONSUMERDEMOGRAPHICS:

    - Upper-mid class women- 30 somethings- Married with children- Career driven- Sizeable income, savings

    SHOPPING HABITS:

    - Loyal to brands- John Lewis, Waitrose- Favours product qualty- Timeless design- Heritage and classic style

    THE SANDERSON CLIENT

  • THE CONCEPT

    BREATHE NEW LIFE INTO SANDERSON:

    - Re-launch of the Sanderson website- Spokesperson Nigella Lawson- Technological PR campaign- Nigella Lawson Limited Edition Heritage Range exclusive to John Lewis in association with Sanderson.

    ADVERTISING POINTS:

    - House & Garden Magazine- Tatler Magazine- London black cabs adorned in Sanderson prints- 3 Interactive window displays at John Lewis, Oxford Street

  • ADVERTISING POINTS:

    - House & Garden Magazine- Tatler Magazine- London black cabs adorned in Sanderson prints- 3 Interactive window displays at John Lewis, Oxford Street

    KEY POINTS:

    - Raise the Sanderson profile- Bring Sanderson into the 21st Century- Bringing Sanderson back to the home

  • THE WEBSITE

    A FRESH APPROACH

    -Clean & Fresh New Look- Uncomplicated and less cluttered- Easy scroll tab access and browsing- Links to allow customers jump access to website areas

  • BACKGROUND

    - British food writer

    - Journalist and broadcaster

    - Born and raised in London

    - British upper class

    - Oxford University Graduate

    - Resident in Belgravia

    NIGELLA LAWSON

    BRAND ENHANCEMENTS

    - Sanderson Image rejuvenation

    - John Lewis alliance gives brand authenticity

    - Give Sanderson a wholesome image

  • PROMOTION

    - Sponsorship on TV series

    - Brand Placement

    - Rooms decorated with Sanderson furnishing

    - Limited Edition Nigela Sanderson crockery and tableware range

    - Sanderson website,

    - John Lewis PR

    - Taxi

  • PROMOTION

  • ADVERTISEMENT & MARKERTINGPROMOTION

    - Online Advertisement - Nigella Lawson Website - Links to view Heritage Range

    - Magazine Advertisement - Featuring Nigella Logo covered with Sanderson prints

    - Tv Advertisement - Nigella Lawson sponsored by Sanderson

  • TAXI ADVERTISING CAMPAIGN

    - Taxi covered in Sanderson Prints

    - Taxi will be situated to pick up from central points in and around central London

    - Taxi Campaign will run for 2 weeks before the coming window display at John Lewis Window Display

  • - Taxi covered in Sanderson Prints

    - Taxi will be situated to pick up from central points in and around central London

    - Taxi Campaign will run for 2 weeks before the coming window display at John Lewis Window Display

  • JOHN LEWISVISUAL MERCHANDISING- Three interactive window displays- John Lewis, Oxford Street where range exclusive- Further promotes launch of Heritage range- Campaign Windows run for 3 weeks

    Window One

    - Backdrop wall in Sanderson wallpaper - Posited central a chair covered in Sanderson Fabric- Camouflage effect - backdrop & chair in same fabric- Creates effective illusion - as shown by Barbican

  • INTERACTIVE WINDOW

    Window Two

    - Look and style similar to window one but with interactive facilities

    - Touch Screen mode allows customers to change & decorate the room as they please

    - Invites customers in to me more creative with the product

    - Creates a hands on connection & experience with Sanderson Brand

  • Window Three

    - Interactive touch screen window

    - Enables Customers to explore the new Sanderson website

    - Sneek peek preview of Sanderson Heritage range in association with Nigella Lawson

    - Entices Customers in store to view actual product

    INTERACTIVE WINDOW

  • - Interactive Technology on Website- Customers Design own room to decorate- Allows a try before you buy experience- Engagement with Sanderson Brand

    BRAND FUTURE

  • - Interactive Technology on Website- Customers Design own room to decorate- Allows a try before you buy experience- Engagement with Sanderson Brand

  • : Creative : Trend : Consultancy :