Government of the District of Columbia Commission on Fashion Arts & Events

Strategic Marketing Update

October 29, 2014

2

CFAE Mission Statement

The Commission on Fashion Arts and Events is organized for the purpose of promoting the fashion and beauty industry as a viable economic resource in the nation’s capital. Commissioners provide recommendations and advise the local government on initiatives that support the cultivation and growth of the industry.

Source: CFAE bylaws

3

Vision Statement

To develop a brain trust of fashion and beauty leaders who can support the development of the creative economy and position Washington, DC as a competitive market for the fashion and beauty industry.

4

Finalize/Vote on the CFAE Vision

CFAE Vision Statement: To develop a brain trust of fashion and beauty leaders who can support the development of the creative economy and position Washington, DC as a competitive market for the fashion and beauty industry.

5

Overall Marketing Goal

During calendar year 2015, CFAE will position Washington, DC as an emerging market for the fashion and beauty industry through effective stakeholder engagements, strong partnerships and steady economic vitality.

6

Objectives• To engage and educate the fashion community on the benefits and

opportunities and talent in the DC market.• To assist with business growth as a means of growing the larger DC

fashion industry• Get government support and backing for the CFAE mission and vision• Enlighten stakeholders on the growing fashion and beauty industry, the

various professional components and the impact it has on economic development and arts education.

7

Key Strategies

Educational• Hold educational engagements to introduce CFAE and inform them of our mission and gather their input• Inform on educational opportunities in the city• Inform/educate government officials on the benefits of the fashion industry in DC• Enhance fashion, beauty and arts education in DC

Business• Assist designers and stylists by making introductions with business partners• Provide business development guidance

Promotion• Celebrate local achievements among this group as a means to promote local fashion/beauty leaders

Government• Garner government support through legislation to favor designers, manufacturers, retailers, and

supporting infrastructure• Persuade government officials to fund initiatives that will support the CFAE mission and vision

8

Key TacticsEducational

• Creating fashion, beauty and arts curriculum• Foster partnerships to Art Institute of Washington and other to

solicit support and/or become committee members• Town halls/Meetup events• Blog Posts• Survey• Panels featuring local leaders• Education calendar

Business• Networking events• Facilitate meetings• Strategic guidance• Training sessions• Lectures featuring local leaders• Connect with arts organizations for free assistance

Promotion• Hold plenary discussions• Highlight national recognitions (i.e. Forbes Magazine listing DC as

the #1 place to live based on culture, restaurants, etc. )• Hold Happy Hour Mixers for stakeholders• Promote local talent• Build brain trust of panelists• Awards ceremony

Government• Invite government officials to Fashion events so they can

get closer to designers and other industry members• Brief government officials on CFAE and provide data/input

from the industry• Leverage ex-officio CFAE members to persuade and inform

gov’t officials• Outreach efforts, including mailings, networking events,

town halls• Share consumer, stakeholder feedback, keep them abreast

of our activities• Outline our budget and what we want to do with it and

the benefits• Provide regular updates and quarterly reports to DC gov’t • Tip sheet with monthly or quarterly highlights,

documented with photos/video

• •

9

Primary and Secondary Stakeholders

Primary• Designers and Stylists

• Government

• Fashion/Beauty Business Owners/Entrepreneurs• Independent boutique owners• Salon owners

• Corporate Execs

• Educators / School boards

• Consumers/Shoppers

• Neighborhoods

Secondary• Media: bloggers, print, broadcast, trades,

photographers

• Students

• Parents

• Beauticians• Aestheticians• Nail technicians

• Retail Employees

• ??

• ??

10

Key Messages by Target Audience

Designers and Stylists

• CFAE is a connector to put you in touch with resources such as:

• Buyers and retailers

• Finance

• Real Estate

• We are a conduit to government, corporations, and other political, financial institutions and influential organizations.

• Real estate opportunities throughout the city that are viable sites for boutique and retail owners.

Government

• Fashion and beauty are critical to the new creative economy initiative.

• Members of the fashion and beauty industry need X and here is how we can help fill that need.

• Everyone indulges in fashion and beauty, for work, fun, and leisure, so it is important to grow that landscape to be a vibrant tier 1 city.

11

Strategic Timeline

Phase One:

Phase Two:

Phase Three:

12

Next Steps