Edit Proposal

With my first draft of my proposal being written I asked my tutor to read over this so that he understood my idea and also checked over this for me to allow certain parts to be tweaked so that this was easily legible and thought out. Now that this is written I am happy to be submitting this as my final draft.

FM3022 – Final Promotion Campaign Proposal

Name:	Robyn Foxley
Project Title:	Selfridges Flower Service
Market Area:	Homeware Decoration/ Gifts and Occasional One off Pieces  (Targeting 18-50 year olds)

The Project and rationale:

Selfridges own flower service located in a selection of the UK’s major cities including London, Manchester and Birmingham to begin with. A unique service to be offered which will allow the consumers to look at flowers differently, now being a work of art not just a gift. Aiming to target a whole new house-proud consumer as well as existing consumers and increase overall sales at Selfridges Keeping up with the latest Floristry trends and branching out standing out from the crowd Throughout history plants and flowers have been given significant meanings and symbolisms, creating a whole new language that has evolved from the practice of giving and receiving flowers. The popularity of floral language grew in Victorian times when it became an expressive method of communication for both men and women. Not only did flowers themselves have meaning, but their position was crucial too. (www.flowers.org.uk - 2012) Baring this in mind, ‘with a 52 per cent increase in sales last year’ (www.thedrum.com - February 2013) the increasing rise of floristry and one off floral trends is changing society, it’s time for bigger brands such as Selfridges to step up their game and give new and innovative reasons for consumers to visit their stores. The Selfridges Flower Service would be completely unique giving a whole new outlook on flowers acting more so as a physical attraction, a piece of art work and a symbol of expression which would set them apart from competitors allowing themselves to become recognised for not only the expansion of the brand but for their creative outlook on plant decorations giving them more credibility and brand loyalty. It is believed that flowers and plants have a huge impact on people’s lives, every true lover of flowers knows they can mean different things to different people which is where this idea comes into place. By presenting such product in a fashionistic manner this will become a desired trend this will express floral decoration, showing art of arranging living or dried plant material for adornment of the body or home or as a part of public ceremonies and religious rituals. (www.britannica.com- Jan 2013) The main features for this would be bouquets, wearable fashion pieces, a magazine indicating all flowers, pictures frames with or without the pieces. Selfridges is the perfect brand for this service due to constantly “responding to the changing retail environment, the decline in usage of large out-of-town stores can be reversed now.” (Mintel- November 2013). This would leave consumers no need to shop else where having everything under the one roof.

Objective	Key Performance Indicator (KPI)
·       Expand on the brands product area which will allow them to venture into the floristry market. ·       Set apart from competitors being recognised for this service having another USP about them ·       Inspire the target market to incorporate floral decoration using innovative methods. ·       To increase sales within this area and also for Selfridges as a brand	The success would be measured by: ·       Rise in Sales ·       Social means/ promotional methods ·       Personal feedback

Consumer Action:
(IT5 – Feel, See, Do, Get, Share (choose which of the IT5 are the most important, Prioritise your IT relative to importance):

See it: Able to see the service in person and how the florist service works (what it offers consumers) Get it: Enabling customers to understand the concept of the service for Selfridges showing how the brand is expanding into something new due to the rise in the florist industry Do it: Allowing consumers to become aware of the new service/product encouraging people to try this out. Share it: Word of mouth and publicity will spread awareness for this new service