1

2014
SUMMER INTERN PROJECT
PLANSBOOK
We had no idea how far it could really go when we accepted our
intern project. Our mentors told us to choose a brand we could get
behind: be passionate about it, they said. As the 2014 Bernstein-
Rein intern class, we had big shoes to fll. Baldwin Denim and
Collection offered an intense challenge, but the depth and underly-
ing beauty of the brand invoked a true passion that lead us on an
incredible eight-week journey. We are extremely appreciative of
Baldwins participation and support in the creation of this book.
PREFACE
BALDWIN PHOTOGRAPHY BY
RYAN STRONG
3
I NTERN I NTRO_4
THE BRAND_9 RESEARCH / FOCUS GROUP_16
TARGET_23 STRATEGY_28
BALDWI N BOLD_30 SOCI AL COMPONENT_38
MEDI A PLAN_48
LI VE BALDWI N_52 SOCI AL COMPONENT_60 MEDI A PLAN_66
KPI _70 BEST PRACTI CES_71 STRATEGY MAP_72 THANK YOU_75
CONTENTS
INTERNS
ACCOUNT MANAGEMENT BRADY BATES
JAMI E BLAND
HOMETOWN_Bethalto, Illinois
SCHOOL_University of Missouri
STYLE_Athletic, simple, comfy
CONTACT_jlb433@mail.missouri.edu
HOMETOWN_Kansas City, Missouri
SCHOOL_Washington and Lee University (Virginia)
STYLE_Bright, neat, classic
CONTACT_btbates@gmail.com
DOES IT COME IN BLACK?
BRUCE WAYNE
I NEVER THINK ABOUT
HOW OTHER PEOPLE WILL
RESPOND TO THE WAY I
DRESS. BLAKE LI VELY
5
MEDI A ALEX MEYER
RACHEL LI KERT
HOMETOWN_Overland Park, Kansas
SCHOOL_University of Nebraska-Lincoln
STYLE_Floral, classic, feminine
CONTACT_ammeyer9@gmail.com
HOMETOWN_Florissant, Missouri
SCHOOL_Truman State University
STYLE_Feminine, classic, structured
CONTACT_rachel.likert@gmail.com
PLAYING DRESS UP
BEGINS AT AGE FIVE AND
NEVER TRULY ENDS.
KATE SPADE
I LOVE A PAIR OF HEELS
WITH JEANS, A NICE
JACKET, OR A LITTLE
DRESS. BEYONCE
KNOWLES-CARTER
INTERNS
CREATI VE TESSA CANON
TRENT ROACH
HOMETOWN_Kansas City, Missouri
SCHOOL_Kansas City Art Institute
STYLE_Colorless, casual, striped
CONTACT_tessacanon@yahoo.com
HOMETOWN_Blackwell, Oklahoma
SCHOOL_Kansas City Art Institute
STYLE_Casual, darker colored, simple
CONTACT_troach.design@gmail.com
THE CONFIDENCE THAT
COMES FROM BEING
WELL-DRESSED IS
IMMEASURABLE.
BROOKS BROTHERS
FASHION IS
ARCHITECTURE:
IT IS A MATTER OF
PROPORTIONS.
COCO CHANEL
7
SOCI AL
MARKETI NG
LI SA PETERSON
HOMETOWN_Sioux Falls, South Dakota
SCHOOL_University of Nebraska
STYLE_Casual, neutrals, comfortable
CONTACT_lisapete91@gmail.com
DONT WEAR IT UNLESS
YOU CAN DANCE IN IT.
LEANDRA MEDI NE
9
Baldwin Denim and Collection confronts the fashion marketplace
from where it least expects itKansas Citya city not yet known for
its fashion sense. Dedicated to delivering a modern, fashion-forward
aesthetic with uncompromising and notable quality, Baldwin address-
es the marketplace need for a modern American-made denim brand
with premium selvage offerings. The Baldwin brand has created its
unique look by harmonizing the grassroots Kansas City background
with the high-fashion industry by masterfully balancing a sense of
lifestyle approachability and inclusiveness.
Baldwin is a unique brand experience. High-quality, high priced cloth-
ing with extreme brand loyalty yield a cult, club-like following where
exclusivity runs deep. Customers become an extension of the brand,
or a part of the club, who feel a sense of community and belonging
that they advocate for.
THE BRAND
Baldwins place in the fashion industry is diffcult to defne: its
lifestyle aesthetic puts it in several categories. Baldwin was born
in the denim industry where most of its internationally renowned
competitors can be found. Denim intensive brands such as Nudie
Jeans, J Brand, and Frame Denim keep the market cutting edge and
ultra competitive. However, Baldwins current status as a lifestyle
clothier ushers in competition like Rag & Bone and Koral Los
Angelesbrands whose offerings breach category lines and outft
an entire wardrobe.
THE COMPETI TI ON
11
STRENGTHS_
High-quality products
Excellent customer service
Strong brand identity
Carried in reputable stores worldwide
WEAKNESSES_
Limited production
Limited product variety
OPPORTUNI TI ES_
Store expansion
Potential for additional product lines
Brand awareness
THREATS_
Compromising brand integrity with growth
Low replacement need
Premium denim industry shrinking
FASHION, ART,
MODERNISM, AND
KANSAS CITY THREADS
ARE WOVEN TOGETHER
TO CREATE THE
UNIQUELY COMPLEX
BALDWIN BRAND. THERE
IS MORE TO BALDWIN
THAN MEETS THE EYE.
13
Baldwin wants to grow, strategically: two of their immediate goals
are improving the presence of their womens line and staking a
larger claim in the premium denim industry. Ultimately, Baldwin
wants to move the brand away from its masculine, heritage-
focused beginnings and shift towards a modern, sophisticated-
casual clothier that is both respected and reputable in the high-
fashion industry. The direct opportunities lie in the female market,
especially as it relates to celebrity following, and a desire for local
events that bring people together and build brand loyalty.
THE CHALLENGE
15
Increase female awareness of clothing options at Baldwin in order
to grow female traffc.
PRIMARY RESEARCH
17
OBJECTI VES_
Gain a better understanding of womens shopping habits, their
outlook on the fashion industry, and their views of Baldwin.
PARTI CI PANTS_
Women between the ages of 20-35 from Kansas City who consider
themselves to be fashionable or fashion-forward.
FOCUS GROUP
FINDINGS
19
SHOPPI NG_
Women want to be greeted by sales attendants upon entering a
store, but never pressured to buy items. They prefer a well organized
store with a variety of clothing options than one that is overwhelming
and flled with similar, mediocre items. These women seek notable
pieces that their peers will recognize, but avoid brands that are overly
accessible.
I NDUSTRY_
Classic, timeless pieces will always be in style. Individual style is
determined when women combine neutral pieces with a statement
piece.
BALDWI N_
When asked about Baldwin, Kansas City pride and high-quality
are top of mind. Word of mouth is the ideal way to communicate
Baldwin. Mass advertising would dilute the brand image. Only a small
percentage of the women have actually been into a Baldwin store,
creating a strong sense of confusion about the brand. Participants
know of Baldwins womens line through Standard Style. Although it is
also owned by the Baldwin family, Standard Style is Baldwins biggest
local threat. Lack of understanding leads women to believe Standard
Style is the girl version of Baldwin.
ADDING DEPTH
TO THE CHALLENGE
21
Target women who know about Baldwin but lack a complete
understanding of the brand and its offerings, without stealing away
business from Standard Style.
23
SHOPPING IS AN ART.
25-34 year old females who consider themselves to be fashion-
forward. They enjoy wearing neutral colors with a statement
piece, a style that makes them modern while keeping a degree of
differentiation from their peers. The Simple Statement Maker earns
slightly more than the average income for their age, giving more
opportunity for disposable fashion spending. Approximately 30%
of this demographic is from Kansas City, Missouri. The rest of the
demographic is scattered across the metro area, with a slight favor
toward Lees Summit and Johnson County.
Im not your typical girl who likes to shop. To me, shopping is an
art. I make strategic purchases based on my style that I know will
make a statement for a few seasons, but I am also eager to go
into a store with a window display that catches my eye. Not every
store has what it takes to gain my loyalty I have high standards.
The store needs to be eager to greet but not aggressive to sell.
Provide a variety of clothing but not overcrowd with mediocre
pieces. And, most importantly, it needs to be hard to obtain but
absolutely notable. I push the brand lines, the brand cant push
me. CARA, A SIMPLE STATEMENT MAKER
THE SI MPLE STATEMENT MAKER
THE TARGET
25
18-24 and 35-45 year old females. The younger demographic
embraces a trendy lifestyle and follows their peers. They also tend
to save up for specifc items they want or rely on others to buy
items for them. The older demographic values quality and looks for
sophisticated, modern clothing. This demographic has the highest
disposable income.
SECONDARY TARGETS
SECONDARY TARGET_
1824
Low income/fnancial dependency
Fashion conscious
SECONDARY TARGET_
3545
High disposable income
More fashionable than peers
Sophisticated & modern look
PRI MARY TARGET_
SIMPLE STATEMENT MAKER
2534
Above average income
Fashion forward
Baldwin is high-fashion without the high-fashion attitude. They do
the right things: great customer service, modern store designs, and
of course, exceptional products. Baldwin is both an aspiration and
a mystery to many womenit takes a certain understanding to be
ready for the brand.
27
CONFIDENCE
IS THE KEY TO
BEING BALDWIN.
PRI NT
DI GI TAL
EVENTS
SOCI AL
AWARENESS CONSIDERATION LOYALTY
Introduce the Simple Statement Maker
to Baldwin and familiarize her with the
brand message.
Increase interactions between the
Simple Statement Maker and Baldwin.
Continue the interaction between the
Simple Statement Maker and Baldwin
as the Simple Statement Maker
becomes a brand advocate.
SOCI AL
TACTI CS
DI GI TAL
EVENTS
SOCI AL
29
OVERVIEW OF STRATEGY
Many fashion-forward women in Kansas City know Baldwin exists,
but there is confusion about what clothing they offer. This campaign
ultimately aims to increase female awareness of clothing options at
Baldwin in order to grow female traffc. Additionally, the proposed
local events would bring people together and build brand loyalty.
31
Many women try to make a statement with their clothing. Baldwin
women understand that sophisticated, casual basics stand out among
loud, complicated looks. You dont have to try hard to look great.
ALWAYS EFFORTLESS. NEVER OVERDONE.
The Baldwin model casually sits surrounded by a hustling, busy
world. Shes approachable, but not concerned with any of the
bullshit going on around her.
DIGITAL AD
33
MAGAZINE PRINT AD
The focus is on the Baldwin model who is in the audience at
a fashion show. She looks at the viewer amidst overdressed
partygoers: her bold, understated look stands out amongst the
fancy clothes that crowd the runway and the rest of the audience.
DIGITAL AD
35
MAGAZINE PRINT AD
Confdently turned away from the fashy store window, the Baldwin
model resists societys ploys telling her she needs more than her
basics to look good.
DIGITAL AD
37
MAGAZINE PRINT AD
Always Effortless. Never Overdone.
The Baldwin woman has her own form of bold confdence.
Others may try to stand out, but Baldwin women just do.
#BLDWNbold
Spreading #BLDWNbold

Create social conversation surrounding Baldwin with #BLDWNbold
to establish a line of consistency within the campaign.
SOCIAL COMPONENT
39
GUERRILLA/EVENTS
To kick off the guerrilla extension of the campaign, Baldwin hosts
an effortless fashion showone with minimal production and
absolutely no promotion. In fash mob fashion, Baldwin models
strut through crowds of people as music suddenly plays at the Plaza
Art Fair. After all the looks have been on display, models hand out
black cards that include the Baldwin logo (stitches) and the hashtag
#BLDWNbold.

From there, models will strut single fle into the Baldwin store,
where champagne is served for anyone who may follow.

When people follow the #BLDWNbold hashtag on social media, they
will discover that purchasing something from the Baldwin womens
line guarantees an invitation to the Bold in Baldwin party at the
Nelson-Atkins Museum of Arts Bloch building.
41
#BLDWNbold
SOCIAL
Handing out cards with the hashtag at the fashion show will expand
the reach of #BLDWNbold, opening up conversation about Baldwin
and increasing intrigue around the brand.

Baldwin will utilize infuencer marketing at the fash mob fashion
show to expand its reach. A Kansas City native womens fashion
blogger will be on-site at the Plaza, capturing photos and creating
a post about the fashion show and Bold in Baldwin event to follow.
This post will be pushed on Baldwins owned-accounts as well as on
two of the infuencers social platforms.
43
Leading up to Bold in Baldwin, black posters with the white Baldwin
stitches logo will be posted around town. One week later, those will
be replaced with posters of the same design, plus the party date,
time, and #BLDWNbold included. Finally, one week before the
event, posters will be replaced with those of the same design, but
including the date, time, #BLDWNbold, and location.

The goal is to spark conversation about the brand, make people
more familiar with the logo, and gain followers on social media. The
more interested people are in the event, the more they learn about
the brand.
45
09.26.2015
8:00
BLOCH BUILDING
#BLDWNbold
09.26.2015
8:00
#BLDWNbold
As prompted by the invitation, guests arrive to the Bloch Building
dressed formally, and in all black. The party includes a DJ and
drinks. Intermixed with guests are Baldwin modelswomen only
who stand out because of their casual wear among people dressed
so formally and in black. Models act as live mannequins, serving
the purpose of showing off Baldwins womens line, but engaging
with guests when approached.
The night of the event, Emily Baldwin will aid the conversation
surrounding Baldwins womens line by hosting a Twitter take
over to build conversation amongst the target. Emily Baldwin is the
perfect person to propel a style-based conversation with women.
She is both a recognizable face in KCs womens fashion scene and
the target views her as an authority on style.
BOLD I N BALDWI N
47
BOLD
I N
BALDWI N
BALDWIN DENIM AND COLLECTION
CORDIALLY INVITES YOU AND A GUEST TO
FRIDAY,
SEPTEMBER 25, 2015
8 P.M. 12
NELSON-ATKINS MUSEUM OF ART
BLOCH BUILDING
ALL BLACK FORMAL ATTIRE REQUESTED.
#BLDWNbold
MEDIA PLAN
BALDWIN BOLD PLAN
DIGITAL MEDIA
Rocket Fuel: Est. $40,000
Total Impressions: Est. 15,969,125
Rocket Fuel will place a Baldwin banner ad on sites that our
target audience frequents from July-December. When clicked, the
ad will take shoppers to the Baldwin homepage. Rocket Fuel has
the ability to place the message where and when it will be the
most effective. In case studies, Rocket Fuel has proven effective
at targeting women online, driving traffc to branded online
stores, and selling jeans to a young female demographic.
Thought Catalog: Est. $40,000
Total Impressions: Est. 4,000,000
A banner ad will be placed on ThoughtCatalog.com from July-
December. When clicked, the banner ad will take shoppers to
the Baldwin homepage. Thought Catalog receives over 5 million
unique visitors each month and the majority of these visitors
are between the ages of 25-34. Half of these visitors will return
to Thought Catalog over 10 times in a month, making this an
ideal location for Baldwin to frequently connect with the Simple
Statement Maker.
Google AdWords Paid Search: Est. $37,217
Total Impressions: Est. 1,736,861
One hundred keywords that represent Baldwin will be bid on.
Examples: Baldwin, Baldwin Denim, Baldwin selvage denim,
Baldwin KC market bag, KC local brands, Kansas City Country
Club Plaza shops, Town Center Plaza shops, 119 Shopping
Center, Baldwin tailoring, etc.
Google AdWords increases brand awareness by pairing a brand
message with content the customer is searching. The Paid
Search function is fexible and allows for the reexamining and
changing of keywords based on performance. AdWords can also
be used to target women in Kansas City.
The aspects of this campaign
can be altered to accommodate
Baldwins needs or budget re-
strictions. Please note all costs
are media placement pricings
and do not include production
costs or agency fees.
49
BALDWIN BOLD PLAN
PRINT MEDIA
435 Magazine: Est. $11,800
Circulation : Est. 135,000 per month
A 4-color, full-page ad will be placed in the August-December
issues of 435 Magazine. The months and issues are as follows:
August - Best of KC
September - Special Section: Fall Fashion
October - Special Section: Shop KC
November Special Section: Gift Guide 1
December Special Section: Gift Guide 2
435 Magazine is widely distributed in the Kansas City area
through hotels, restaurants, supermarkets, bookstores, airports,
and subscriptions. The average 435 Magazine reader is female,
between 25-44, and has an annual income over $100,000.
HerLife Magazine: Est. $9,475
Circulation : Est. 37,500 per month
A 4-color, full-page ad will be placed in the August-December
issues of HerLife. The months and issues are as follows:
August - Made in KC
September Art Issue
October Break Cancer Issue
November Holiday Gift Guide Issue 1
December Holiday Gift Issue 2
Ninety-four percent of HerLife readers are female and 50%
fall into the target age. Also, 88% of HerLife readers say they
regularly shop at locally owned stores. Eighty-one percent say
they spend more than $200 a month on clothing.
BALDWIN BOLD PLAN
EVENTS
Plaza Art Fair Fashion Show: Est. $5,500
During the Plaza Art Fair in September, Baldwin will present a fash
fashion show on the Plaza to promote their new fall line. Twenty
models will appear in the impromptu show, and following the show,
fve models will hang out in the store to interact with customers and
continue promoting the fall line. Champagne and cupcakes will be
offered to shoppers. The show will be held at the center of the Art
Fair, because there will be heavy traffc to draw in more spectators.
This unique, 80-year-old tradition intrigues the Simple Statement
Makers interest in art and appeals to her desire to support her
hometown.

Bold In Baldwin Event: Est. $35,000
Baldwin will host an exclusive event at the Nelson-Atkins Museum
of Arts Bloch Building on September 25th from 8pm-12am with an
open bar, hors doeuvres, DJ, and models displaying the fall line.
Tickets will be given to shoppers who purchase something from the
Baldwin womens line while at Baldwin or Standard Style. Those
who attend the party will be given a discount card that will contain
$10, $20, $50, or $100 at random. Shoppers will be able to use
these discount cards the next day (September 26th) at the
morning sale.
As a leader of her peers, the Simple Statement Maker is drawn
to exclusive events. Holding this event at the Nelson is intriguing,
because it appeals to her interest in the arts and allows her to
mingle with like-minded people.

Morning Sale: Est. $350
Following Bold in Baldwin, Baldwin stores will host a morning sale
from 9am-12pm. Shoppers can use their discount cards and an
additional 10% off promotion code that can be found on their
discount card. Coffee and bagels will be served. While everyone can
use the 10% off sale, the discount card rewards Simple Statement
Makers for being in the know.
The aspects of this campaign
can be altered to accommodate
Baldwins needs or budget re-
strictions. Please note all costs
are media placement pricings
and do not include production
costs or agency fees.
51
ROCKET
FUEL
THOUGHT
CATALOG
PAID
SEARCH
435
MAGAZINE
HERLIFE
BOLD IN
BALDWIN
MORNING
SALE
FLASH
MOB
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Est.
Cost
Est. Imps/
Circ.
$40,000 15,969,125
$40,000 4,000,000
$37,217 1,736,860
135,000
$11,800
$9,475 37,500
$35,000
$350
$5,500
BALDWI N BOLD PLAN
Total: $179,342 21,878,485
OVERVIEW OF STRATEGY
While seemingly casual, Baldwin has vested a great deal of passion
into crafting its clothes. This level of dedication is evident in the
tactility of the clothing and, when worn, creates an extraordinary
experience. Baldwin appreciates sharing their talents - this needs
to be more evident. To elaborate on this, the campaign aims to
show Baldwins mysterious existence in Kansas City and provide
a solution for Baldwin to live outside of the store in an other than
ordinary way.
53
In society, there are standards. When a unique mind approaches a
standard in a unique way something extraordinary is made. Baldwin
has taken denim and casual-wear and done exactly that. Women
who buy Baldwin take life and make it extraordinary.
LI VE OUTSI DE THE ORDI NARY.
The Baldwin model is walking through a busy city square in her own
world, somewhere beyond what is ordinary life. Even though she is
surrounded by people, she feels the tranquility of nature.
LIVE OUTSIDE THE ORDINARY
DIGITAL AD
55
LIVE OUTSIDE THE ORDINARY
MAGAZINE PRINT AD
The Baldwin model is walking through a well-designed architectural
site. She is surrounded by modernism but she is feeling the
sensation of being alone in a forest, peaceful and collected.
DIGITAL AD
57
LIVE OUTSIDE THE ORDINARY
MAGAZINE PRINT AD
LIVE
OUTSIDE
THE
ORDINARY
A model is alone in her own world, blissful and focused on the
clothes she is wearing. She feels as fuid as the ocean and enjoys
the experience of wearing Baldwin.
DIGITAL AD
59
LIVE OUTSIDE THE ORDINARY
MAGAZINE PRINT AD
SOCIAL COMPONENT
Women who wear Baldwin take life and make it extraordinary.
Live Outside Ordinary.
#LiveBLDWN
61
Tweets below are samples of content to generate social
conversation tying the #LiveBLDWN campaign back to our fnal
event at the Nelson-Atkins Museum of Art.
GUERRILLA/EVENTS
Baldwins Pop-Up Shop at First Fridays in August.
First Fridays: An arts and entertainment fair the frst Friday of the
month in Kansas Citys Crossroads District.
Reserving a gallery space for a store-front style Pop-Up Shop,
Baldwin will elevate an ordinary arts fair experience to the next
level. The look of the Pop-Up Shop will maintain the modern
architecture used in the Baldwin stores. It represents a portion of a
room extracted and placed in plain site. People can interact with the
seemingly out of place shop.
This event will create an environment for First Friday patrons to
be immersed in the style of the brand, building relationships
with stylists and individuals with shared interests in local art and
fashion. Pieces from the latest line of apparel will be included in the
Pop-Up Shop for sale.

Pop-Up Shop Perks:
The #LiveBLDWN Pop-Up Shop will collaborate with the Kansas City
bar Extra Virgin to create a signature Baldwin drink. A tailor will be
on-site to hem up any new purchases and repair old ones.

63
SOCIAL
Show your tweet from the #LiveBLDWN campaign and receive 15%
off total purchase as a thank you for participating in our social
campaign donating to the Nelson-Atkins Museum of Art. A womens
purchase at the #LiveBLDWN Pop-Up Shop will get a ticket into
the Live Baldwin party (below). An infuence marketer will be on-
site at the event, creating posts about the Pop-Up and placing an
emphasis on womens apparel and our hashtag campaign.
Similar to the Bold in Baldwin event, guests arrive at the Bloch
Building. Details are consistent with that of Bold in Baldwin, but Live
Baldwin will be in a dimly lit setting with spotlights on the models
wearing Baldwin clothes. This focuses the attention on the models,
forcing them to stand out as something special, living outside of
ordinary life.
A rolling screen of all tweets that generate a $1 donation to
the Nelson-Atkins Museum of Art will play on a rolling screen
as a thank you for participating. This screen will demonstrate
engagement with Baldwin on social media, hopefully inspiring
others to follow suit and further engage with Baldwin online.
LI VE BALDWI N
65
NELSON ATKINS MUSEUM OF ART
BLOCH BUILDING
DE NI M & C OL L E C T I ON
I NV I T E S Y OU A ND A GU E S T T O
C OC K T A I L & WHI S K E Y S OC I A L
LI VE BALDWI N
FRIDAY SEPTEMBER 25,2015
8 - MIDNIGHT
#l i veBLDWN ALL BLACK FORMAL ATTI RE REQUESTED
LIVE OUTSIDE THE ORDINARY PLAN
DIGITAL MEDIA
Rocket Fuel: Est. $40,000
Total Impressions: Est. 15,969,125
Rocket Fuel will place a Baldwin banner ad on sites that our target
audience frequents from July-December. When clicked, the ad will
take shoppers to the Baldwin homepage. Rocket Fuel has the ability
to place the message where and when it will be the most effective.
In case studies, Rocket Fuel has proven effective at targeting
women online, driving traffc to branded online stores, and selling
jeans to a young female demographic.
Thought Catalog: Est. $40,000
Total Impressions: Est. 4,000,000
A banner ad will be placed on ThoughtCatalog.com from July-
December. When clicked, the banner ad will take shoppers to the
Baldwin homepage. Thought Catalog receives over 5 million unique
visitors each month and the majority of these visitors are between
the ages of 25-34. Half of these visitors will return to Thought
Catalog over 10 times in a month, making this an ideal location for
Baldwin to frequently connect with the Simple Statement Maker.
Google AdWords Paid Search: Est. $37,217
Total Impressions: Est. 1,736,861
One hundred keywords that represent Baldwin will be bid on.
Examples: Baldwin, Baldwin Denim, Baldwin selvage denim,
Baldwin KC market bag, KC local brands, Kansas City Country
Club Plaza shops, Town Center Plaza shops, 119 Shopping Center,
Baldwin tailoring, etc.

Google AdWords increases brand awareness by pairing a brand
message with content the customer is searching. The Paid Search
function is fexible and allows for the reexamining and changing
of keywords based on performance. AdWords can also be used to
target women in Kansas City.
MEDIA PLAN
The aspects of this campaign
can be altered to accommodate
Baldwins needs or budget re-
strictions. Please note all costs
are media placement pricings
and do not include production
costs or agency fees.
67
LIVE OUTSIDE THE ORDINARY PLAN
PRINT MEDIA
435 Magazine: Est. $11,800
Circulation : Est. 135,000 per month
A 4-color, full-page ad will be placed in the August-December issues
of 435 Magazine. The months and issues are as follows:
August - Best of KC
September - Special Section: Fall Fashion
October - Special Section: Shop KC
November Special Section: Gift Guide 1
December Special Section: Gift Guide 2
435 Magazine is widely distributed in the Kansas City area
through hotels, restaurants, supermarkets, bookstores, airports,
and subscriptions. The average 435 Magazine reader is female,
between 25-44, and has an annual income over $100,000.
HerLife Magazine: Est. $9,475
Circulation : Est. 37,500 per month
A 4-color, full-page ad will be placed in the August-December issues
of HerLife. The months and issues are as follows:
August - Made in KC
September Art Issue
October Break Cancer Issue
November Holiday Gift Guide Issue 1
December Holiday Gift Issue 2
Ninety-four percent of HerLife readers are female and 50% fall into
the target age. Also, 88% of HerLife readers say they regularly shop
at locally owned stores. Eighty-one percent say they spend more
than $200 a month on clothing.
First Friday Pop-Up Shop: Est. $5,500
Two installations will be featured in the Crossroads Arts District
during the August 2015 First Fridays event. These installations
will interact and engage customers, then guide them to a Baldwin
Pop-Up Shop nearby, also in the Crossroads. The Pop-Up Shop will
contain products for customers to try on and purchase. A signature
Baldwin drink will be offered to customers at the installations and
Pop-Up Shop.
By hosting a Pop-Up Shop during First Fridays, the target and
Baldwin will interact in an environment where the target is both
motivated by her surroundings and open-minded. She will feel
comfortable interacting with the brand, thanks to the Pop-Up Shops
relaxed environment, and she can learn about the brand with zero
pressure to purchase.
Live Baldwin Party: Est. $35,000
Baldwin will host an exclusive event at the Nelsons Bloch Building
on September 25th from 8pm-12 with an open bar, hors doeuvres,
a DJ, and models displaying the fall line. The event will be
sophisticated-casual with everyone wearing the color black. Tickets
will be given to shoppers who purchase something from the Baldwin
womens line at Baldwin, Standard Style, or the First Friday Pop-
Up Shop. Those who attend the party will be given a discount card
that will contain $10, $20, $50 or $100 at random. Shoppers will
be able to use these discount cards the next morning (September
26th) at the morning sale.
As a leader of her peers, the Simple Statement Maker is drawn
to exclusive events. Holding this event at the Nelson is intriguing,
because it appeals to her interest in the arts and allows her to
mingle with like-minded people.
Morning Sale: Est. $350
Following Live Baldwin, Baldwin stores will host a morning sale
from 9am-12pm. Shoppers can use their discount cards and an
additional 10% off promotion code that can be found on their
discount card. Coffee and bagels will be served. While everyone can
use the 10% off sale, the discount card rewards Vs for being in the
know.
The aspects of this campaign
can be altered to accommodate
Baldwins needs or budget re-
strictions. Please note all costs
are media placement pricings
and do not include production
costs or agency fees.
69
ROCKET
FUEL
THOUGHT
CATALOG
PAID
SEARCH
435
MAGAZINE
HERLIFE
POP-UP
SHOP
LIVE
BALDWIN
MORNING
SALE
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Est.
Cost
Est. Imps/
Circ.
$40,000 15,969,125
$40,000 4,000,000
$37,217 1,736,860
135,000
$11,800
$9,475 37,500
$5,500
$35,000
$350
LI VE OUTSI DE THE ORDI NARY PLAN
Total: $179,842 21,878,485
AWARENESS
Boost top of mind within our target audience
KPIs:
Brand exposure
Click through rate to Baldwin website
Visits to the Baldwin website
Social fan growth
Social share of voice

CONSI DERATI ON
Interact with the brand and its products
KPIs:
Visits to the womens line page
Visits to the store locations page
Product Views
Store Traffc
Conversions (in-store)
LOYALTY
Transform shoppers into brand advocates
KPIs:
Purchase frequency
Increase conversions (in-store)
Refer friends and family
Social shares, comments, likes, etc.
Email Sign-ups
71
TWI TTER: PAI D ADS

Throughout the course of the campaign, both tweets from
infuencer marketers and content promoting events will be engaging
our audience. The cost can be as minimal as Baldwin would like,
and it is possible to pace out the rate at which it is spent over a
specifc timeframe.
After generating substantial content and an open forum of
conversation with the target, a Sponsored Account campaign on
Twitter will help Baldwin continue to reach new, highly-targeted
individuals. The Sponsored Account ad will generate awareness of
Baldwins account based on geotarget, gender, interest in similar
Twitter accounts, and the hobbies/interest category for fashion-
related interests.
AWARENESS
PRI NT
SOCI AL
DI GI TAL
EVENTS
HerLife
435 Magazine
General Brand Messaging
Promotion of Bold in Baldwin
Sponsored Accounts
Infuencer Marketing
Rocket Fuel
Thought Catalog
Google AdWords
Guerrilla Promotion of Bold in Baldwin
Bold in Baldwin
KC Art Fair Flash Fashion Show
Baldwin Bold
PRI NT
SOCI AL DI GI TAL DI GI TAL
EVENTS
General Brand Messaging
Promotion of Live Baldwin
Sponsored Account
Infuencer Marketing
HerLife
435 Magazine
Rocket Fuel
Thought Catalog
Google AdWords
Live Baldwin
First Fridays Installations
Rocket Fuel
Thought Catalog
Google AdWords
STRATEGY MAP
73
SOCI AL
SOCI AL
SOCI AL
SOCI AL
EVENTS
CONSIDERATION LOYALTY
Live Outside the Ordinary
EVENTS
Rocket Fuel
Thought Catalog
Google AdWords
Bold in Baldwin
KC Art Fair Flash Fashion Show
In-Store Event
Build conversation around
#BLDWNbold
Event Promotion
Emily Baldwin Twitter Takeover
Social Media Interaction
#BLDWNbold
Continue Conversation
Lead Generation Cards
Live Baldwin
First Fridays Pop-Up Shop
Build conversation around
#liveBLDWN
Event Promotion
Twitter Rolling Screen
Continued Conversation #liveBLDWN
Nelson Charity Promotion
Lead Generation Cards
DI GI TAL
75
THANK YOU
We must thank everyone who participated in the creation of this
book we could not have done it without you. The opportunity to
work at Bernstein-Rein on Baldwin has been an experience we will
never forget. We are excited to see what the future holds for both of
these unique Kansas City companies, and you should be too.
I NTERN CLASS OF 2014
BERNSTEI N-REI N
4600 MADI SON AVENUE, SUI TE 1500
KANSAS CI TY, MI SSOURI 64112
( 816) 756-0640