FIND YOUR WAYHOME

Howard Shaw Jordan Costa Moira Heaney Samantha P. Looby Alexandra Dabrowski

HUMBER COLLEGEFMPC 5000

ANNE KRAMERDECEMBER 9, 2015

Table ofContents

01

02

03

04

05

06

Executive Summary

Promotional Objectives

Marketing Mix

Marketing Mix

The Brand

Target Audience

07

08

09

10

11

Public Relations

Fashion Extras

Promotional Budget

Conclusion

Bibliography & Appendix

Our marketing promotional plan for Muttonhead is going to reach thousands of people in a matter of just a few days. We will be partnering up with Wayhome music festival and inspiring outdoorsy music lovers to fall in love with the Canadian brand that is already gaining a lot of attention domestically and internationally. On top of that, Mut-tonhead will be preparing to upgrade its stores that will make shopping at the store an enjoyable experience. Heres how we plan on doing it.

Wayhome music festival brings in over 35,000 people to bask in the sun, hang out with friends, camp in endless fields and listen to the music of incredible artists who travel across the world to experience the magic with their fans. Muttonhead will partner up with Wayhome, giving out free goodies, such as t-shirts and sweaters, setting up pop up shops to encourage music goers to shop the comfortable and suitable clothing. We also plan on setting up a wolf lounge area with shaded bean bags chairs, a water sta-tion and free WiFi as well as encouraging people to take pictures which will inevitably explode on the social media scene with the hashtag Muttonheadhomies.

ExecutiveSummary

01 Executive SummaryThe Muttonhead StoreWayhome Promotional Plan

MarketingMix

As stated before, all Muttonhead products are made in Toronto, Canada. Clothing is available for all, including men, women and children. Home goods, toiletries and accessories are also sold at Muttonhead. The company practices fair trade and is focused on slow designs as opposed to fast fashion, creating lasting, classic trends. Muttonhead clothing is durable, comfort-able and high quality in fabrics. Mostly known for their stylish and comfy sweaters, hats, sweatpants and leggings. Very Cana-dian. The brand is proud of the fact that all products are made in Canada which reso-nates very well with customers.

Brand Product StrategyAlthough the company has not been around for too long, it has already gained popular-ity in Toronto and other cities in Canada. One of its strengths is being active on social media and keeping customers up to date on special events happening in the stores as well as any sales going on. Muttonhead prides itself on producing all of its clothing in the Greater Toronto Area and not taking advantage of cheap labour overseas. Having said all of this, the brand should put more effort into advertising their brand on televi-sion, radio and posters. Though popularity is slowly increasing by word of mouth and social media, it would gain more attention through different ad sources.

Strengths & WeaknessesMuttonhead opened its store in Toronto in 2009 on 337 Roncesvalles Avenue, but is carried and available online all over Can-ada and around the world. Its stockists can be found in the US, Europe, Japan and Aus-tralia.

Distribution Strategy

02 Marketing MixThe Muttonhead StoreWayhome Promotional Plan

Since all Muttonhead merchandise is made in Canada and not overseas, the products tend to be slightly more expensive but still affordable.

Market Level Strategy

SWEATERS $120-$145

SHORTS$60-$132

PANTS $120-$150

ACCESSORIES$40-$150

JACKETS $150-$770

HOME GOODS$7-$110

HATS$32-$126

KIDS$28-$60

SHIRTS$48-$88

TOILETRIES$8-$25

The brand is extremely active all over so-cial media including Facebook, Instagram, Twitter, Snapchat and Pinterest. Past pro-motional events included a holiday shop-ping event held in early November titled SIP N SHOP, partnering up with Coors beer and encouraging customers to have a beer whilst shopping in the store. Allowing clients to have a fun and outgoing shopping experience. Other marketing events includ-ed a knitting workshop at the pop up shop in Vancouver, teaching the customers about the brand and ping pong parties at pop up stores in Toronto. Muttonhead employees have also started a tradition of going to lo-cal coffee shops and bars to pass out free hats, starting conversations about the brand and meeting people from their community. All these events bring current and potential new customers to learn more about Mutton-head while having a good time.

Past Promotions

MarketingMix

03 Marketing MixThe Muttonhead StoreWayhome Promotional Plan

The BrandMuttonhead is a Toronto based clothing company, making products suitable for all genders and ages. They fully control and guarantee Fair-Trade practices with every step of the manufac-turing and distributing process. Shifting away from the Fast Fashion movement, Muttonhead has created a Slow Design model that aims to outlast trends. They have been successfully putting out comfortable, high quality clothing from proven durable fabrics since 2009.

Muttonhead apparel can be found in small exclusive and unique boutiques worldwide. They are most prevalent in Canada mainly Toronto and Vancouver however they are scattered throughout Canada and the United States. In addition, boutiques and lifestyle shops in the UK, Asia and other Countries in Europe. They have 3 brand ambassadors all of which seemingly love the camping lifestyle and all things outdoorsy. When all is said and done Muttonhead is an upscale camping/outdoors lifestyle brand, that is providing unisex clothing for all those who not only identify with the brand culture and philosophy but also appreciate quality homegrown products.

When it comes to Brand Equity Mutton-head is no slouch! Their Classic, Unisex, Canadian image has quickly become well known first in Toronto where the company is based and now literally worldwide. With its availability online, in their own Mutton-head store and other small lifestyle bou-tiques that fit with their brand image and ethics. Being featured in blogs and mag-azines in and around the GTA has really helped Muttonhead develop a solid follow-ing with both men and women looking for quality and comfort together in a stylish, timeless fashion.

Social Media: #MUTTCREWFacebook: MuttonheadTwitter: @muttonheadstoreInstagram: @muttonheadWebsite: http://www.muttonheadstore.com/

04 The Brand The Muttonhead StoreWayhome Promotional Plan

Our target audience for our Muttonhead presents Wayhome is primarily following through with our present target market. We are trying to reach those between the ages of 20-35, both females and males. Our clothing is on the higher end as it is quali-ty materials and manufacturing and locally sourced. This brings our target market from middle to upper middle class. Our target market believes in quality and fair trade, as well as supports local businesses. These are the values and philosophies instilled in our primary customers. We are a local Toronto business so our geographic is mainly lo-cal Torontonians, although the online shop stretches internationally.Muttonhead presents Wayhome will have

Target Audience

05 Target AudienceThe Muttonhead StoreWayhome Promotional Plan

a majority of our target market attending. Since our apparel is geared for the outdoors, there is no better place to promote then a three-day camping music festival. Our cus-tomers love camping, and the outdoors as well as still being urban and modern,which entails listening to the latest bands i.e. Modest Mouse, Hozier and Passion Pit. Our target market is not into fast fashion, but relies on good quality, simple pieces that are durable yet will stand the test of time in terms of fashion. A four day music festival, listening to the latest indie hits all day, sit-ting by campfires at night and waking up to the blazing sun and fresh air all in a stylish yet easy wear pair of shorts and a 5-panel hat is the ultimate weekend.

Promotional ObjectivesThe First WayHome Music Festival in 2015 featured a diverse lineup of artists who amazed audiences and made the artistic festival an instant success. BlogTO was pleased to state that WayHome had official-ly staked its claim as North Americas num-ber 1 music festival bringing out 35,000 people with such headliners as Sam Smith, Kendrick Lamar, Run the Jewels, Alt J, and Neil Young. With Soaring 30 foot white flags hovering over fields of music lovers the camping experience mimicked a surreal and peaceful place to be, which is just what Muttonhead stands for. The clothing appar-el, which highlights durability and outdoor comfort is the ideal attire to be worn the entire festival weekend.

06 Promotional Objectives The Muttonhead StoreWayhome Promotional Plan

In 2016, the nature chasers at Muttonhead will collaborate with WayHome to promote the Canadian brand to an estimated 45,000 people who are expected to be involved in next years event. Both Muttonhead and WayHome take pride in Canadian based product and talent, one supporting the oth-er. WayHome can expect the apparel brand to be their title sponsor in creating an even better outdoor venue than last year, from the company who know the outdoors best. Muttonhead will increase revenue in a num-ber of ways from this collaboration. With mass amount of exposure to the brands target market (young, artistic and music loving outdoor enthusiasts) Muttonhead

can expect to increase their sales by 10% in the following year from; on-site sales at the festival, brand promoting on free swag, and brand exposure from media coverage of the event. Brand information will also be giv-en to customers at the on-site pop up retail store, and discuss important information about the brand. Noteworthy details such as Canadian made, Sweatshop free and full refund guarantee will have the crowds intrigued by the soft, durable and fashion-ably appealing garments. Muttonhead will receive direct feedback from thousands of consumers, perfect for increasing brand im-age and apparel in the coming years.

Our collaboration with WayHome music Festival will consist of several components during the three-day event. Firstly, Mut-tonhead will be the Title Sponsor, so free T-shirts provided to the first 500 guests upon entry will have both Muttonhead and WayHome logos on the front, creating optimal brand exposure to approximately 45,000 people. The words Muttonhead will be on the major freestanding signs upon entry, right near the WayHome sign when guests walk in. There will also be a large wooden cut out of the Muttonhead wolf mascot beside the infamous W sign that guests take pictures of and of course hash tag words such as Wayhome way-homefestival and for 2016 will introduce #muttonheadhomies

PublicRelations

07 Public RelationsThe Muttonhead StoreWayhome Promotional Plan

Learning from downfalls of the previous year, such as the lack of shade on event grounds, Muttonhead will introduce a lux-ury lounge area for guests. The lounge area will feature a large shaded canopy to escape the blazing sun, 65 large bean bag chairs for seating and a water station located be-side the tent. We will have a misting station to cool people off and offer a refreshing break from the sun. Well set this lounging area separate from the Muttonhead pop up store, and have it within sight of one of the many stages. Most importantly, the lounge area will have free WiFi for guests to up-load pictures, get in contact with friends and family and have the opportunity to post about their favorite apparel brand! We will have a cellphone charging station as well as large 30 foot flags signaling our lounge location and pop-up shop. Guests will also be able to get many other perks and dis-counts from our pop-up store, discussed in fashion extras.

FashionExtrasAfter looking at the Muttonhead store and shops that carry the brand, we got some great inspiration for what we could add in store as well as what we plan to include for our music festival venue. The brick and mortar shop is great as it is, however we thought of adding shoppers with the great Muttonhead Dog Head logo. Also instead of traditional boutique paper bags spending a little more and upgrading to bags that can and will be re-used by cus-tomers for a variety of purposes would re-ally set them apart from any competition, most especially considering the major de-mographic they aim to please with their products.

08 Fashion Extras The Muttonhead StoreWayhome Promotional Plan

As for our music festival, it is only fitting that we include a great pop up for our guests to enjoy. For the pop-up shop we will be setting up an extravagant RV with custom Muttonhead logos on the outside. With all the major camping utilities around the tent for aesthetics (properly fastened and secured) Included will be a product line of staple Muttonhead pieces set up over objects like coolers and tackle boxes stacked on each other.

A section outside will be set up with campfire featuring some of the blankets and home wares that Muttonhead produces to appeal to those camping for the three day event. Using a generator, the tent will be properly lit using electric lanterns to add to the outdoorsy theme. The current staple pieces from Muttonhead that will be used in the pop-up shop will be available tax-free to not only attract customers but to take any guesswork out of calculations on the spot when cashing out clients at the venue.

09 Promotional Budget The Muttonhead StoreWayhome Promotional Plan

PromotionalBudgetThe Muttonhead Store

Title Sponsorship

Muttonhead Lounge CanopyMisting FansMobile Charging Station Total Lounge Expenses

Promotional GiveawaysEntry TanksGifted Muttonhead HoodiesSunglassesWooden Muttonhead SculptureTotal Promotional Expenses

Signage9'x10' Mesh Logo Banner30'x15'x10' Sectional FlagsTotal Signage Expense

Pop-Up ShopRV Rental Total Pop-Up Expenses

Total Expenses

Unit Cost

$1,250.00$275.00$1,000.00

$6.60$130.00$2.35$0.00

$691.88$320.15

$847.00

Budget$40,000.00

$1,250.00$2,475.00$2,000.00$5,725.00

$1,650.00$390.00$1,175.00$0.00$3,215.00

$691.88$960.45$1,652.33

$847.00$847.00

$50,592.33

Pricing Referencehttp://markhamjazzfestival.com/sponsors.php#2

http://outdooreventcooling.comhttp://www.eventtechbrief.com

http://www.fairfaxscreenprinting.com/http://www.muttonheadstore.com/https://www.4imprint.ca/tag/169/Sunglasses

http://www.banners.com/mesh-bannershttp://www.banners.com/fabric-flags

http://www.canadream.com/toronto/

Seeing as how incredibly popular the Wayhome music festival is and the amount of people it brings together, the boost of popularity for Muttonhead will be huge being part of such a grand event. The music lovers of Wayhome are the ideal clients for Muttonhead. A young group of people who are looking for comfortable and good quality clothing will be introduced or re-in-troduced to a homegrown Canadian brand. We know this promotional plan will be a success because we ourselves love Wayhome and Muttonhead as a brand. People like us will have the opportunity to include Muttonhead in their wardrobe and lifestyle and there is no better way than to partner it up with Wayhome music festival. Along with all the merchandise sold and the cozy spots of relaxation set up by Muttonhead all over fields, the outpour of the brand wont go unnoticed on social media.

Conclusion

10 ConclusionThe Muttonhead StoreWayhome Promotional Plan

Most information found on Muttonhead was through the offi-cial website as well as employees of the store and brand.

The work of the assignment was divided equally between members. We followed a schedule to meet a few times a week to gather information and discuss the project.

GILLIES, M. (2013, June 6). LOCAL DESIGNERS WE LOVE: MUTTONHEAD, MAKERS OF ETHICAL UNISEX APPAREL. Retrieved December 4, 2015, from shedoesthecity.com website: http://www.shedoesthecity.com/local-designers-we-love-muttonhead-makers-of-ethical-uni-sex-apparel

Staff. Inaugural WayHome Festival a Huge Success. Blogto.com. N.p., July-Aug. 2015. Web. 05 Dec. 2015.

Staff. (2014, May 1). Muttonhead. Retrieved December 4, 2015, from Blog TO website: http://www.blogto.com/fashion/muttonhead-toronto Ramsey, K. (2013, October 2). Muttonhead New classics. Retrieved December 4, 2015, from MonteChristro Magazine website: http://montecri-stomagazine.com/magazine/autumn-2013/muttonhead

Appendix

Bibliography

11 Biblipgraphy & AppendixThe Muttonhead StoreWayhome Promotional Plan