Sleep &Shine - promotional plan booklet

THE PROMOTIONAL PLAN

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Welcome
“A brand is a voice and a product is a souvenir.”
- lisa gansky
This is a promotional plan for a new fragrance brand; Sleep
and Shine. The purpose of this report is to show a detailed
understanding of Sleep and Shine as a brand, including
visualisations of the brand’s ethos, aesthetic identity and brand
message. Throughout this report, we have devised an effective
promotional strategy, whilst plotting the brand’s journey across
the upcoming retail seasons. Exploration of the consumer
will determine the most efficient route when connecting with
Sleep and Shine’s target market, whilst allowing us to explore
potential upcoming promotional tactics within the market.
Gemma Benjafield, N0678005, Fashion Communication and Promotion, Creative
Networks, FASH10106

Context
The Introduction
01
Context
10
Our Brand Identity
16
Brand Onion
19
Creative Concept
22
06
What We’re About
14
18
SWOT Analysis
20
24
The Print Ad
Our Scents
Perceptual Map

The Summer Edition
28
12 Months
Promotional
Timeline
The App
Our Consumers
32
Media Channels
46
25
38
30
42
vert
26
The Winter Campaign
36
Consumer Behaviour
Social Media:
Blogger Alliance
The Video
What's this all about?

What were about
“the keys to brand success are self-definition, transparency,
authenticity and accountability.
- simon mainwaring
6

7
Fig 1

8
Fig 2

“smell is a potent wizard that transports us across
thousands of miles and all the years you have lived.”
-helen keller
Sleep and Shine is a new specialist
aromatherapy brand, specialising in
natural fragrance oils in order to promote
therapeutic health benefits. Our primary
objective is to focus on targeting specific
problems, we hope to establish a brand
that focuses on mindfulness aromatherapy,
combined with technology, in order to
develop a product which will take you on a
sensory journey to enhance your wellbeing.
We have created an intelligent targeted
solution which optimises energy performance
24hours a day. Based solely around the body
clock, it improves both sleep quality and
daytime wakefulness, allowing your natural
radiance and energy to shine through.
With conjunction to smart technology,
we have created a bespoke, adaptable
aromatherapy product, which is uniquely
personal to every consumer. The app lead
aromatherapy, allows you to diffuse chosen
essential oil based scents at personalised
times depending on your circadian rhythm,
which is uniquely adaptable to every
consumer at the touch of app. We believe that
sleep is a choice and whatever your lifestyle,
a good night’s sleep is something that you
chose to engage in, not just something that
happens. However, we also recognise that
a good night’s sleep can be rare, which is
why we have developed our innovation. Our
diffuser utilises a slow release, activated
system to provide relaxation to drift you
to sleep, aided sleep support throughout
the night and wakefulness in the morning.
Our passion for natural essential oils stems
from the understanding that they have
therapeutic benefits that promise to deliver
without using unnecessary chemicals. .
9

Context
“loyalty is not won by being first. it is won by being the best.”
- stefan persson
10

11
Fig 3

12
Fig 4

During the start-up of our initial research for our solution, we began identifying and
analysing current trends within the fragrance, beauty and aromatherapy industry.
Five key macro trends caught our attention, which we felt had potential within
the fragrance industry to be used to create an innovative and on-trend concept.
Ingredients: Ingredients are a particular interest area due to the high proportion of people
taking a greater interest in and using fragrances containing natural ingredients. 62% of
millennial women, read and reread products’ ingredient labels before making a purchase,
in order to steer clear of certain “nasty” ingredients (Kinonen, 2016). Brands may benefit
from highlighting natural and botanical ingredients in air fresheners as well as offering
other advantages to using air care products, such as aromatherapy (Mintel, 2016).
Aromatherapy: Mintel’s analyst insight showed increasing evidence behind the 2016
mindfulness trend. Research has suggested that the meditational technique mindfulness could
be a more effective way of treating chronic types of pain compared to traditional medicinal
approaches. Mindfulness has become something of a buzzword in recent years, as an increasing
proportion of adults have turned to the technique to help manage their stress (Mintel, 2016).
Sleep: Gwyneth Paltrow has declared that sleep is as important to health and
beauty as a good diet, predicting that “clean sleeping” will become one of the
biggest health trends of 2017, paving the way for health and beauty brands to tap
into people’s bedtime rituals in order to help improve sleep quality (Mintel, 2017).
Technology: Smartphones have been widely adopted by the general public, there has been
increasing interest among the public in using apps to improve health and fitness, and as a result,
the number of apps focused on these issues has grown exponentially (Sience Direct, 2016). A
survey ran by the sleep foundation showed that amongst users that get less than 6 hours sleep
per night, 32% think that technology would help them be healthier (Sleep Foundation, 2015).
Personalisation: Customisation is moving mainstream which suggests a drive in value.
Consumers, particularly Millennials, are coming to expect personalisation as part of the
experience as they look for products that reflect their sense of individuality ((Moeglin,
2016). Research shows that consumers are hungry for a personalised experience.
13

Our S
mid s
Rise and
Drift me
lavender, vetivert, camomile and bergamot are c
super blend to calm both the mind and body,
provides several therapeutic properties, but it
Roman chamomile is an ancient herb which h
and relaxing properties. It is recommended
nervous tension, so is a good choice to help yo
The combination of lavender, bergamot and sweet o
order to aid mid sleep. Since these essential oils hav
relaxing the body, the grouping of these ingredients cre
To rise and shine, ingredients such as lemons, oran
and coffee are the ‘rise and shine’ scents to choose f
choice of the consumer. The smell of the fruits c
hormone that makes you feel happy. They also red
so you’ll wake up but still feel calm. Lemon migh
been shown that smelling it can increase mental sti
a refreshing scent that will make you feel alert, foc
better on tasks that require sustained attention, sim
get your brain revved up and working again, giv
Foundatio

cents
to sleep
ombined in order to create an aromatherapeutic
subsequently drifting you to sleep. Lavender
is most commonly associated with relaxation.
as therapeutic properties that include sedative
for the treatment of insomnia, stress and
u to relax and prepare for sleep (Lyth, 2017).
leep
range is blended to create a therapeutic fragrance in
e an uplifting effect on the emotional system whilst
ate an insomnia blend consequently aiding deep sleep.
shine
ges grapefruits, peppermint, cinnamon, rosemary
rom, which is adaptable depending on the preferred
an boost your body’s production of serotonin, a
uce levels of the stress hormone norepinephrine,
t be the most powerful of the citrus smells as it’s
mulation (Sleep Foundation, 2015). Peppermint is
used and stimulated. It also helps you to perform
ilarly with rosemary, the smell of this herb will
ing you more mental and physical energy (Sleep
n, 2015).

Brand Identity
“your brand identity is the icon of your company and
product. it is the badge that represents the brand and
the relationship with the consumer - the russo group
To support our idea development, we composed a survey targeting
our demographic in order to ensure our decisions aligned with
their preferences. After analysing our feedback, we believe that
our consumers will find our brand identity and concept compelling.
A brand’s logo is the most defining feature to a brand’s identity,
thus we wanted to create a logo which reflected our values. The act
of looking at a certain font face can involuntarily stir up powerful
emotions or in still a sense of nostalgia (Gendelman, 2015).
Therefore, our chosen ‘signature’ is a simplistic, calligraphy style font
which embodies the elegance and sophistication of our specialist brand.
By replacing letters with closed eye lids and a sun, we are able to reflect
our personality and brand essence of targeting sleep and the consumer
can instantly recognize our brand and what we are about. The minimal
use of lavender shade of purple has been used on the eye lids as the
colour lavender takes awareness to a higher level of thought, even into
the realms of spiritual values. It is highly introvertive and encourages
deep contemplation, or meditation. It has associations with royalty
and usually communicates the finest possible quality (Colour Affects,
2017). Duck egg blue has also been used as it is often associated with
the coolness of the sea and sky. It has been shown to calm the senses and
lower blood pressure. It may stimulate feelings of trust, security, order,
and cleanliness (Gillet, 2014), which ties in with our brand essence.
16

Fig 5
17

Swot Analysis:
S t r e n g t h s w e a k n e s s
• Consumer adaptabilty
• Very niche concept
• No other armoatherapy brand
combined with technology
• Challenger brands
• Sleep and shine postioning =
attractive to broad audience
o p p o r t u n i t i e s t h r e a t s
• Line extensions e.g different scents,
product types etc
• bigger, well funded brands could
launch product combined with
technology
Fig 6
18

AN INTERACTIVE PRODCUT
THAT CAN BE PERSONALISED
TO THE CONSUMER
specialist
fun
targeting
personal
create a
functional
specialist product
CREDITABILITY
to inteograte
technology
into the
consumer’s
lifestyle
to innovate the
frangrance and
aromatherapy
market
to enhance the
consumers health
and well being
hollistically
through scent
innovative
to promote
theraputic
benefits
without
medication
or harsh
chemicals
PERSONALITY
playful
experimental
unique
SOLD ONLINE
AND IN
ACCESSIBLE MASS
MARKET STORES AND
DEPARTMENT
STORES
passionative
A CHOICE of
essential
oil based
fragrances
APP ELEMENT ALLOWS
ADAPTABLE SLEEPING
HOURS
Fig 7
Brand Onion:
19

Perceptual Map
“Branding is not just about being seen as better than the
competition. it’s about being seen as the only solution to your
audience’s problem.” - john morgan
As shown, we identified a gap in the market for a luxury, specialist
product, as there is little completion in the market sector, with only one
other brand fulfilling both of these criteria’s. We aim to sit in the market
amongst competitors such as ‘This Works’, being affordable and good
value, as well as ‘Aromatherapy Associates’ which is a luxury specialist
brand, therefore by competing between the two, we are offering an
affordable specialist product, which is a gap in the market which appeals
to our consumers’ needs and preferences that the consumers want.
20

VALUE
GENERIC
SPECIALIST
LUXURY
Fig 8
21

Creative Concept
“design is the silent ambassador of your brand.”
- paul rand
22

fun
trustworthy
clincal
Ingredient based
Fig 9
23

The Print Advert:
Fig 10
24

Through the use of our bespoke app, the consumer is able to programme the diffuser in
correlation to their sleeping hours, allowing the consumer to personally choose and decide
what essential oil based scents they want diffused, and when, by programming the cycle
hourly and daily. This adaptability acknowledges when the consumer wants the fragrance to
change throughout their sleeping cycle, in order to diffuse different scents to drift them to
sleep, aid sleep support throughout the night and encourage wakefulness in the morning in
order to boost productivity. The consumer’s music can also be connected to the alarm in order
to play music in conjunction to diffused scents at specific times. Through the use of a database,
the app can skilfully suggest recommendations music which compliments certain scents.
home
M T W T F S S
TONIGHT’S CYCLE
12am
9pm
3am
6am
drift me to sleep
MID SLEEP
RISE AND SHINE
my scents
my sounds
The App:
Fig 11
25

The Video
Alongside our print advertisements, we also created a video campaign in keeping
with our initial concept. The video elaborates upon the print advertisement, by
creating an ingredient story in order to communicate the message and product
concept to the consumer. The video focuses on our ingredients, representing
to the consumer which scents they start with within our ‘drift me to sleep’,
‘mid sleep’ and ‘rise and shine’. The cheerful music and doodles correspond
to our print advertisement, which embodies our brand personality and voice.
26

27
Fig 12

Fig 13
28

The
Summer
Edition
Sleep and Shine will launch two seasonal campaigns timed to coincide with
summer and winter.
Whilst ensuring that our brand identity remains consistent, we plan
to rejuvenate and become more relevant in the summer season by
introducing a summer range of essential oils. This limited edition range
will make Sleep and Shine a more exciting choice when fulfilling the
consumer’s home fragrance needs in order to create a summer ambiance.
Pure essential oils of; coconut, wild lemongrass, grapefruit, watermelon,
pineapple, eucalyptus, and bergamot will be included within the summer
edition range. Our campaign will correspond with the consumer’s sleeping
adjustment when the clocks spring forward for daylight saving time.
29

The
winter
Edition
Again, we plan to rejuvenate and become more relevant in the winter
season by introducing a Christmas range of essential oils. Fragrances of;
cinnamon, apple, orange, peppermint, nutmeg and ginger. This Christmas
edition range of scents will help to fulfil the consumer’s desires to create
a Christmas ambiance to wake up to. Our campaign will correspond to the
countdown to Christmas, with a social media advent calendar campaign.
30

31
Fig 14

Our Consumer
“A brand is no longer what we tell the consumer it is, it is what
consumers tell each other it is.”
- Scott Cook
32

The STUDENT
Fig 15
Our ideal ‘student’ consumer would be Sophie; she is 20 years old and lives in Nottingham.
Sophie is currently in her final year at University, studying Criminology and Psychology, as
well as working part time in John lewis. With high aspirations for her degree, she is ambitious
and career driven, she is eager to get where she wants to be in life, subsequently wanting the
best for her health, especially during her exam period. As a millennial, Sophie is highly invested
in technology, spending each spare minute keeping up to date with her friends and favourite
brands on social media – eager to get her hands on the newest gadget. Sophie shops at Zara,
Topshop and H&M, but aspires to wear designer brands. Her latest brand obsessions are Benefit,
The Body Shop and Frank, she cares a lot about the packaging and reputation of the brand.
33

the working woman
Fig 16
Our ideal ‘working woman’ consumer is Kate. She is 28 years old and lives in South
Kensington, London, where she works weekdays, nine till five as a managing director. Her
iPhone calendar is jam packed with business meetings, to social gatherings and fine dining
with her friends, family and work colleagues. In her spare time and lunch breaks, she is she
often found in three locations; browsing the isles of Selfridges&Co, Starbucks or the gym.
Kate strives for the best in life, in terms of career, to designer brands and a good beauty regime.
34

The parent
Fig 17
Our ideal ‘parent’ consumer is Helen; she is 36 years old and lives in Buckinghamshire,
where she lives with her husband, two children and golden retriever. Her two children are
currently both in primary and pre-school. Despite being constantly rushed off her feet with
her two children, alongside holding down a part time job, Helen loves to cook and is often
found re-creating recipes from Gino D’acampo’s cook book. On her days off, she likes to
watch This Morning and go out for lunch with elderly mother, whilst shopping. Her current
favourite shops are John Lewis and Next for clothing and homeware and remains faithful to
beauty brands such as Chanel, Liz Earle and YSL. Helen takes pride in her home and you will
always find a vase of fresh flowers, a burning candle and her current novel on her bedside table.
35

Consumer Behaviour
“when you focus on the consumer, the consumer responds.”
- alexander wang
EVALUATE
ADVOCACY
CONSIDER
LOYALTY
LOOP
LOYALTY
BOND
ENJOY
PURCHASE
Fig 18
36

PLAN
Promotional strategies
are put in place to try
and generate awareness
of Sleep and Shine
REACH
SEARCH ENGINES. SOCIAL NETWORKS.
PUBLISHERS AND BLOGS
The consumer becomes
aware of Sleep and
Shine as a brand
through outside media
adertising & social
media
ACT
OUR WEBSITE. BLOG AND
INTERACTIVE TOOLS
Once interest in
generated, the consumer
will explore Sleep and
Shine through internet
searching
CONVERT
E-COMMERCE. PRODUCT.
PRICE AND PROMOTION
The exploration of
Sleep and Shine creates
desire and the consumer
takes action by making
a purchase
ENGAGE
consumer
advocacy
Post purchase
enjoyment leaves
the consumer feeling
satisfied and they come
loyal to the brand
Fig 19
37

Media Channels
Fig 20
The primary channel used to promote Sleep and Shine will be through our online presence.
Based on how many hours people spend on the Internet each day, advertising is finding its way
onto most people’s computer screens and smartphones. Internet advertising can reach a larger
audience at a much lower cost than traditional advertising options (Sam, Ashe- Edmunds, 2017).
Our promotional campaigns will be publicised on our website, as well as web banners, along
with video promotions and social media campaigns, therefore reaching all of our consumer
categories. Earned media such as coverage from third part influencers like bloggers is also
essential in providing credible reviews and creating a trustworthy brand reputation (Posner, 2015).
38

In addition, by airing our video campaign on
television, film advertising allows us to tell
our brand story, as well as being able to reach
national and local audiences. Scheduling is
an import factor which we have considered
when it comes to broadcasting our video
advert on television. Scheduling is used to
deliver programmes to audiences at times
when they are most likely to want to watch
them. In the case of commercial television,
they aim to deliver audiences to advertisers
where their advertising is most likely to be
effective (WJEC, 2017). We plan to broadcast
our advert with ITV where we plan to follow
the scheduling techniques of; stripping – by
airing our advert within Coronation Street,
we are targeting loyal viewers of the soap
whom like the regularity of the scheduling,
thus are more likely to watch the programme
when it is scheduled rather than on catch
up. Not only does this target loyal viewers,
we are also targeting prime time television
(between 7pm-9:30pm) which optimistically
will capture our target consumers, as these are
the hours when many people finish work and
are thought to be unwinding from their day
before heading to bed. Therefore, by targeting
our consumers within these hours, they will
be conscious and mindful of relaxing from
their long day and needing to go to sleep.
Print advertisements and traditional billboards
will attract valuable attention to the brand. Our
adverts will be placed in areas that coincide
with the consumer’s daily routine such as
bus stops, trains and on the underground. By
placing our adverts within these locations, we
are targeting the consumer when they are on
their way to and from work. Thus capturing the
consumer prior to starting their day, when they
are needing to be vitalised and productive, as
well as finishing their day, when they are most
likely to be tired and wanting to go home and
relax. We will also publish our advertisements
traditionally in publications that are regularly
read in order for the consumer to become
aware of our brand. Once awareness is
generated, the consumer will advance to
the consideration phase of the purchasing
process, in which they will be directed to
our online recourses to start searching doe
more information themselves (Posner, 2015).
Finally, to a certain extent, we will rely on
impulse buys which shall be prompted by
in-store merchandising, sales promotions
and customer service techniques within
both our physical suppliers such as John
Lewis, as well as our television retailers
such as QVC. The opportunity for a sales
assistant to explain our concept and benefits
of our product, will encourage the consumer
to take purchasing action and result to
pushing sales and create brand awareness.
Fig 21
39

Media Channels
Collaboration is a marketing tool that we intend to fully utilise in the promotion of Sleep and Shine,
as its ability to reach out to the consumer is a paramount importance when securing our target market.
We will be collaborating with the coffee chain; Costa, by supplying them with patterned, branded
disposable cups, which will incorporate a code that can be used as an online discount when purchasing
a Sleep and Shine diffuser. Costa Coffee currently has 1,200 outlets in Britain, attracting nearly
4million customers a week (Bowers, 2012). Therefore, by associating our brand with a chain like
Costa, Sleep and Shine can access a range of consumers of all ages. Many people rely on a cup of
freshly ground coffee in the morning, caffeine is a stimulant and 20 minutes after drinking a coffee
you can start to feel more alert, with increased concentration, and are less likely to make mistakes
(Quinn, 2015). Thus, by targeting coffee drinkers, we are also connecting to consumers who
feel the need to have a prompt of fuel in order to help wake them up and kick-start their day.
Costa’s 1,200 outlets furthermore project high traffic points for our target consumer, with
regular locations such as train stations, shopping districts and university campuses, therefore
this collaboration will easily attract the potential Sleep and Shine consumer. We anticipate that
the aesthetic element of our collaborative cups will encourage consumers to take to social media
in the same way they do to the reaction to Costa’s yearly seasonal designed cups, therefore
generating free advertising and accelerated brand awareness (Posner, 2015). Additionally, Sleep
and Shine’s natural holistic approach accords well
with Costa’s ethical values of recyclable paper
cups made of sustainable wood pulp from forests
in northern Europe (Costa, 2017), which makes
Costa the perfect brand for a collaboration.
Fig 22

“people do not buy goods and services. they buy relations, stories
and magic.” - seth godin
90% of consumers say that a free gift with
purchase increases brand loyalty (Lora, 2012).
Commonly, many people turn to sleeping
masks in order to help them block out all
incoming light and to help induce a state
of pure darkness to help them sleep. With
conjunction to the Sleep and Shine diffuser,
we have created a collaboration with one of
our retailers; John Lewis, to provide free silk
sleeping masks with each product purchased
with them in store. The advantage of a
promotion such as this is twofold; it should
help to improve sales for both Sleep and Shine
and John Lewis, this offer may consequently
prompt customers to purchase online and to
sign up to one of their loyalty schemes. Sales
can be maximised if the offer is accompanied
by clear signage and eye-catching displays
(Posner, 2015) Alongside social media
coverage promoting the collaboration.
Fig 23
41

Social Media and Blogger
Alliance
“google only loves you when everyone else loves you first.”
- wendy piersall
As a new brand, it is essential that we use PR to get our message out there. Social
media falls under the process category of the 7p marketing mix, which takes consumer
experience into consideration to develop brand loyalty, furthermore establishing a
competitive advantage (Posner, 2015). As an alternative to our large scale marketing
strategies, a strong social media campaign and third-party relationships will contribute
towards an interactive platform that will help to build a community around Sleep and
Shine as a brand. We acknowledge the power of third-party influencers in order to build
relationships and to gain traction as when a third-party influencer speaks positively about
your product or service, it validates it within the consumer marketplace (A. Olguin, 2017).
42

Fig 24
Fig 25
43

In order to establish worthy third-party
relationships, we intend to host a country retreat
blogger event at The FoxHill Manor private
house hotel in Costwolds, where we will focus
on getting our brand message across, promoting
our product and building noble relationships.
We will be inviting key bloggers and youtubers
such as; Fluer De Force, (Josie) Fashion
Mumblr, Lydia Elise Millen, SunBeamJess and
(Meg) MegSays. We believe that given each
of these individual’s personal online presence
and persona, they are the perfect candidates in
order for us to build relationships and help us
gain validation within the consumer market.
MegSays is a particularly valuable influencer
for Sleep and Shine due to her suffering of
Chronic Fatigue Syndrome, therefore, we
will be obtaining desirable opinions of our
brand and product with someone whom is
heavily affected by a medical condition, by
struggling with sleep and physical exhaustion
on a daily basis. Consumers choose to listen
to bloggers and influencers online who they
have, or aspire to have, things in common
with, and who they trust to give honest and
valid opinions (Hamarketingpr.ie, 2017).
Thus, these influencers are exceptionally
valuable and suitable to our brand within our
marketing mix. In addition to top-tier media
connections, many third-party experts also
have large social media followings. Therefore,
when you develop a relationship with these
individuals, you can potentially also gain
access to the consumers who follow their
insights and advice on their blog, Twitter
account, or Facebook page (A. Olguin, 2017) .
The event will take place over the course
of an evening’s stay at the country retreat
where an itinerary will be in place as follows;
Day one – Afternoon tea, presentation and talk
regarding our brand message and product, use
of the house spa at Dormy House including
treatments such as; skin rejuvenating facials,
full body massage, foot ritual with lavender
infusion and a marvellous manicure, three
course dinner, movie night and cocktails.
Day two – Yoga, pilates followed by breakfast.
During their overnight stay, a Sleep and
Shine diffuser shall be in each individual’s
room in order for them to test the product
overnight. Generated hashtags shall be present
on various activities throughout the itinerary
in order to promote social tags online.
Liaison with FoxHill Manor on decorations
throughout our guests stay will allow us to
promote our natural ingredients, e.g. lavender
tied within serviette’s presented at dinner.
We hope that this influence alliance will
help us build credibility and relationships
whilst validating our product and achieve
broad exposure in the market and
furthermore reach our target consumer.
Fig 26
44

45
Fig 27

Timeline of Promotional
Events
Trade, public relations and
press launch for opinion
formers such as youtubers,
bloggers, journalists and PR
agencies.
Product Launch
Product Available to purchase:
Consumer advertising
Collaboration with Costa: gain
awarness, market share and
discounts
Launch Winter edition
campaign
Meausre consumer success
june
aug
oct
july
Begin advertising the product
as ‘Coming Soon’ and
releasing social media teasers.
FoxHill Manor influencers
event
sep
Promotional pricing strategies
to promote Sleep and Shine as
a new product
Third party evaluation
nov
Public relations for winter
edition

Launch Winter edition for
purchase
Launch countdown to
Christmas social media
campaign
dec
Collaboration with John Lewis
Promote promotional stratgies
feb
Launch Summer edition for
purchase
Key influencers reviews air
and magazine features are
published
april
jan
Product apperance on TV from:
ITV’S This Morning
march
Luanch Summer edition
advertising campaign
Send Summer edition to
third-party influencers such
as youtubers and bloggers to
encourage reviews
may
Third party evaluation
Limited edtion social media
campaign teasers
Fig 28

References
Appendix
References
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May 2017].
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[Accessed 29 May 2017].
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References
illustrations
Cover: Logo & illustrations, My own work (2107)
Fig 1: Campaign image, team work (2017)
Fig 2: Campaign image, team work (2017)
Fig 3:Campaign image, team work (2017)
Fig 4: Campaign image, team work (2017)
Fig 5: Sleep and Shine bag mockup, my own work (2017)
Fig 6: Swot Analysis, my own work (2017)
Fig 7: Brand Onion, my own work (2017)
Fig 8: Perceptual map, my own work (2017)
Fig 9: Creative concept moodboard, my own work (2017)
Fig 10: Print campaign, my own work (2017)
Fig 11: Sleep and Shine app visualisation mockup, my own work (2017)
Fig 12: Campaign video, my own work (2017)
Fig 13: Summer edition moodboard, my own work (2017)
Fig 14: Winter edition moodboard, my own work (2017)
Fig 15: Student consumer moodboard, my own work (2017) individual illustrations available at:
https://sallysprattstudio.tumblr.com
Fig 16: Working woman consumer moodboard, my own work (2017) individual illustrations
available at: https://sallysprattstudio.tumblr.com
Fig 17: The parent consumer moodboard, my own work (2017) individual illustrations available
at: https://sallysprattstudio.tumblr.com
Fig 18: Loyalty Loop, my own work (2017), image doctored from General Assembly Blog’s model
by Emily Pope.
Fig 19: Marketing Flunnel, my own work (2017), image doctored from Dave Chaffey’s RACE
Model
Fig 20: Print advert at bus stop visualisation mockup, my own work (2017)
Fig 21: Print advert in magazine visualisation mockup, my own work (2017)
Fig 22: Sleep and Shine coffee cup mockup, my own work (2017)
Fig 23: Sleep mask mockup, own work (2017)
Fig 24: MegSays youtube video example. avilable at: https://www.youtube.com/channel/UCOT-
KYFfRMaLj4n-QPBGWzDg/videos
Fig 25: Fashion Mumblr youtube video exmple, available at: https://www.youtube.com/channel/
UCCmfa729dnJCi_bK7fSNbpw/videos
Fig 26: FoxHill Manor room, available at: http://foxhillmanor.com
Fig 27: FoxHill Manor grounds, available at: http://foxhillmanor.com
Fig 28: Timeline of promotional events, my own work (2017)

Gemma Benjafield,
N0678005
Fashion Communication and Promotion
Creative Networks
FASH10106