TAYLOR CREEL

SHERLIE DESAMOUR
BRANDON GLASER
JON-PAUL SCHAUT
SHANNON SHEWBROOKS

P O W E R F U L W O M E N P R E F E R T I F F A N Y ' S
Tiffany & Co. has a long-standing reputation as one of the most prominent jeweler
and specialty retailer. It was first founded by Charles Lewis Tiffany and John B.
Young in New York City during the late 1830s. Departing from European and
Victorian-era designs, these men introduced us to jewelry that resembled a more
American style with simple and classic looks.

The jewelry store has had a strong influence on American society. Famous
celebrities and historical figures, such as Audrey Hepburn, Elizabeth Taylor and
even recipients of the Congressional Medal of Honor wore items from the
jeweler’s collection. Shoppers fell in love with the store’s luxury pieces and
signature Tiffany blue box. Today, many consumers continue to purchase from
Tiffany & Co., but the company has seen a slow decline in recent years.

Tiffany & Co. is struggling to attract millennials to their stores. This group is
estimated to make up about 35 percent of purchasers by the year 2030. The
problem with reaching millennials lies in the company’s lack of understanding
when it comes to their purchasing styles and buying patterns. Millennials are very
selective and crave a brand that accurately represents who they are. After
researching, we chose to target older millennial women between the ages of 25
and 34 because who make $75K or more annually.

This campaign will run from October 2018 through March 2018. We will use TV,
radio, digital and outdoor as tools to effectively market to millennials. Through our
creative executions and strategic ad placements, we will change millennials’
overall attitude towards the Tiffany & Co. brand.
Brand recognition
Quality products
Socially Responsible

Expensive products
Limited stores in the U.S.
Lack of advertising

New markets with the younger generations

and self-purchasers
New product lines
Celebrity endorsements

Price competition
Knock-offs
Economy state
Research Methods:
Interview with a former employee
http://www.businessinsider.com/teens-arent-into-tiffany-luxury-brands-sales-
down2016-1
https://www.reuters.com/article/us-tiffany-results-competition/tiffanys-old-world-
luxury-fails-to-charm-millennials-idUSKCN0YH2IV
https://pagesix.com/2018/01/08/tiffany-co-donates-to-times-up-for-each-star-
who-wore-the-brand/
https://www.forbes.com/sites/pamdanziger/2017/07/03/tiffany-three-mistakes-
marketers-make-with-millennials/#21ee9ebd54af
https://seekingalpha.com/instablog/48845937-bdavis18/5062831-failing-
relationship-millennials-tiffany-and-co

DMA's:
New York, NY
Where Tiffany & Co. was founded in the 1830s
National hub for self-expression and wealth
Underground metro and buses and taxis
Los Angeles, CA
Lasting history of Hollywood
Buses and Above ground metro
Miami, FL
Suburban areas in the destination
Women have higher-median gross incomes than men in the area
Above ground metro and bus
Austin, TX
Populated with highly educated millenials
Above ground and bus
Chicago, IL
Suburban areas in the destination
Women have higher-median gross incomes than men in the area
Above ground metro and buses
Demographics:
Today’s millennials are between the ages of 22 and 37
The HENRYs (high-earners-not-rich-yet)
The most productive and valuable consumer segment within this cohort.
With incomes ranging from $100k-$249.9k
Earn more that nearly 80% of all U.S. households, but lag behind the ultra-
affluents with incomes over $250k.
High-powered consumers with discretion to spend

Key Facts:
While they will on occasion stretch their budgets for luxury brand
indulgences, that is not their set point as they find many perfectly
acceptable, high-quality substitutes for luxury offerings at more reasonable
prices.
Nearly three-quarters of millenials are being more selective than ever about
what they buy because they desire brands that best represent them.
Millennials prefer experiences, such as trips over materialistic items
The more trips an individual takes per year is less disposable income they
can expend on luxury items such as Tiffany’s $2,500 lock pendant
necklace
Millennials are getting married and settling down at a later age
Numerous studies show that millennial-aged shoppers still make a bulk of
their purchases in store, rather than online, like these from NPD and NRF.
Digital may be the preferred means to deliver the brand’s marketing
message, but in store, person-to-person is the favored way the medium is
delivered to the customer.

Philanthropic Involvement:
Tiffany is committed to helping drive change and will make a donation to
Time’s Up on behalf of everyone wearing the brand tonight, to support
women everywhere (Tiffany & Co. on the Golden Globes)
Interview with primary source:

Q1: What was it like working for Tiffany’s?

It was a privilege and an honor to work with such a prestigious company. The jewelry quality and
craftsmanship was the best I've ever seen at the time. The level of customer service skills and training I
received while working there is what helped me evolve to a more sophisticated and polished sales
person.
Q2: Do you think the store’s atmosphere is inviting?
Absolutely not, it was cold and distant. Very uninviting. I had to use my smile to lure in customers and
make them feel welcome.
Q3: According to Forbes, Tiffany & Co. is in danger of going under in 2018. Why do you think
that is?
The brand is appealing to the older generations that grew up knowing their name. The younger
generations do not care as much for the name or the large price tag.
Q4: Why do you think marketing/advertising towards millenials have fallen short?
The brand is stuffy and maybe comes off as too preppy. Preppy is out, Sexy and free spirit is in.
Q5: What are some ways Tiffany & Co. can become more inclusive of today’s culture?
The models are too unrealistic and perfect. They need real imperfect models. The product line could
use more bold accessories. Get away from classic and safe styling.
Q6: What company is Tiffany and Co.’s biggest competition? Why do you think that is so?
Same product line, same quality, same history; Cartier
Q7: Was the average buyer male or female?
Male
Q8: How rigorous was the training process to become a sales associate for Tiffany’s?
Some what rigorous, however the culture is what sets the company apart. It was very rigid and super
strict with every rule maintained according to their handbook.
Q9: What is the most popular item? What type of jewelry?
Heart Tag necklace; Sterling Silver chain necklace.
Q10: What makes the customer service at Tiffany’s different than their competitors?
Always very formal and kind of old fashioned. If it doesn't fit into the mold then it can't be done.
Q11: What was the average age of clientele?
30-45
Q12: Would you suggest working at Tiffany’s to a friend?
For salesmanship training and refining your overall poise and articulation, then yes. It was clear to me
after a year that I would much rather create pieces with my clients and build a rapport based on making
their dreams a reality. At Tiffany, you are merely a sales clerk selling the products in front of you.
Objective:
To persuade young and powerful millennial women that Tiffany & Co. is a
desired brand that can satisfy their selective needs.

Strategy 1: Increase positive perception of in-store experience.

Tactics:
Organize a pop-up event to celebrate the 57th anniversary of
“Breakfast at Tiffany’s”
Media advisory to promote the event

Strategy 2: Show support for Women’s Organizations

Tactics:
Contributing monetary donations to Women for Women
International for every celebrity that wears Tiffany’s during the
Oscars and the Golden Globes
Press release to inform the public beforehand

Strategy 3: Showcase every day powerful women.

Tactics:
#PowerPrefersTiffany campaign
A 5-week social media contest to find everyday powerful
women. Feature stories on Instagram of powerful women
throughout different communities
The winner is decided by both Tiffany’s and the public
One lucky winner will be flown out to NYC to tour the Tiffany’s
headquarters, have lunch at the Blue Box Cafe, a photoshoot
with Tiffany’s jewelry,and choose a signature piece of jewelry
from the shoot.
Use social media platforms (Instagram, Facebook, Pinterest,
LinkedIn) to promote the campaign
Campaign will target young and powerful millennial women who exhibit selective
purchasing needs and will demonstrate how Tiffany & Co. can satisfy those needs by
giving them a sense of representation and individuality. A modern approach with
powerful visualization of the brand’s quality and representation for these women will
convince them.

Key Fact: According to Adweek and Fashionista, nearly three-quarters of millenials

are being more selective than ever about what they buy because they desire brands
that best represent them.

Advertising Problem: Young and powerful millennial women see Tiffany & Co. as a
place for an outdated era, not satisfying their selective needs.

Advertising Objective: Persuade young and powerful millennial women that Tiffany
& Co. is a desired brand that can satisfy their selective needs.

Target Consumer: Empowered and dynamic women ages 25 to 34 with income

averaging $75k plus annually, college graduate, a member of the “Egonomics” trend
as defined by Faith Popcorn

Competition:
Direct: Price competition such as Pandora, Alex & Ani, Skagen, DeBeers, Bulgari
and Cartier
Indirect: Economic environment and non-material experiences like vacations
(cont.)

Key Consumer Benefit:Young and powerful millennial women will feel represented
by Tiffany and Co.’s brand and will feel like their products satisfies their purchasing
needs.

Support: TV, magazine, outdoor, digital and social media ads

Tone Statement: Powerful, timeless and elegant

(cont.)
Mandatories and Limitations: Logo, slogans
Sara is a 30-year-old corporate motivational speaker from Manhattan, New York.
She works about 40 to 50 hours a week, while still making time for her morning
yoga sessions and Friday night drinks with her coworkers. She travels, both
nationally and internationally, often for work and while her and her husband of four
years haven’t had time to think about kids, they are still considering the idea for the
future. You’ll find her dressed to the nines, putting her own twist to the professional
outfits she wears for work. She is usually taking the subway or calling an Uber when
she’s in a hurry, but she prefers to drive her Lexus, a gift she purchased herself
after a recent promotion.

Her budget is large, having a six-figure income hitting her bank annually, so she has
extra money to spend. Marketers refer to her status as a HENRY, a high-earner-
not-rich-yet, and with her craving for self-expression, she falls into Faith Popcorn’s
trend of “Egonomics.” She prefers luxury over convenience products and will pay
more in order to fulfill her purchasing needs. Considering she travels so often, Sara
spends her spare time on her iPhone X, where she checks on Facebook,
Instagram, Pinterest and scrolling through her LinkedIn account. She mostly shops
around in local stores but she is loyal to specific brands that she feels represents
her and offers quality products.
The beauty of a woman must be seen from in her
eyes, because that is the doorway to her heart,
the place where love resides.
To reach our target audience of older millennial women between the ages of 25 and 34
we will utilize out of home, digital, TV, print and radio advertising.

Out of Home - We will be utilizing digital billboards and elevator wraps throughout the
duration of this campaign as well as creating DMA-specific outdoor ads that will release
for two weeks each. New York will have Tiffany blue boxes wrapped around their
subways, Chicago will have the iconic “Bean” adorned with a Tiffany Bow, Graffiti Park
at Castle Hills in Austin will have an added Tiffany & Co. Wall Art piece, Miami’s Tiffany
& Co. location will have an abundance of Tiffany blue sand at its doorstep and Los
Angeles will see Tiffany blue surrounding the Hollywood stars of Marilyn Monroe and
Audrey Hepburn on the walk of fame.

Digital - We will run digital ads on Spotify and Pandora, as well as ads on popular
websites refinery29.com and girlboss.com as these services are popular among
millennial women. Spotify and Pandora will feature ads with audio, while Refinery29
and GirlBoss will consist of banner ads.

Television - Based on network demographics on NationalMediaSpots.com we chose

to advertise on ABC, NBC, HGTV, and E!. For our TV package we will air during prime
time two times a day and three times a week (M, T, Th).

Print - Vogue and Cosmopolitan both reach our target audience effectively, with a
majority of Vogue readers ages 25-34 and Cosmopolitan reaching millions upon
millions of well-educated and career oriented women.
Our print ads will run in both magazines once a month for six months as a full two page
ad, one page in black and white and one page in color.

Radio- For radio we’re utilizing stations played on iHeartRadio during the evening post-
work drive in order to reach millennials. We will air ads on 102.7 KIIS FM (Los
Angeles), 100.3 Z100 FM (New York City), 103.5 KISS FM (Chicago), 100.7 Y100 FM
(Miami), and 96.7 KISS FM (Austin).
I am a woman above everything else.
Magazine

Television
Radio

Online
Outdoor

Production &Misc.
Imperfection is beauty, madness is genius and
it's better to be absolutely ridiculous than
absolutely boring.
Left Right
Horizontal

Vertical
(cont.)

Refinery29 Ex.

Girl Boss Ex.

(cont.)

Spotify

Pandora
BILLBOARD
(cont.)

ELEVATOR WRAP
HOPE OUTDOOR
GALLERY
(cont.)

BOW THE BEAN

(cont.)

WALK OF
TIFFANY
(cont.)

TIFFANY BEACH
(cont.)

SUBWAY WITH
TIFFANY
Nothing is impossible, the word itself says 'I'm
possible'!
To change millennials’ attitude towards Tiffany & Co. brand.

Strategy 1: Increase positive perception of in-store experience.

Tactics:
Organize a pop-up event to celebrate the 57th anniversary of “Breakfast at
Tiffany’s”
Event includes “Breakfast at Tiffany’s” viewing with coffee, pastries and a
showcase with opportunities to talk with some of the jewelers of Tiffany & Co.
Media advisory to promote the event

Strategy 2: Show support for Women’s Organizations.

Tactics:
Contributing monetary donations to Women for Women International for every
celebrity that wears Tiffany jewelry during the Oscars and the Golden Globes.
There will be a press release informing the media of this event beforehand and
it will be promoted on Tiffany & Co.’s social media pages.

Strategy 3: Showcase every day powerful women.

Tactics:
#PowerPrefersTiffany campaign
A 5-week social media contest to find everyday powerful women. Feature
stories on Instagram of powerful women throughout different communities
The winner is decided by both Tiffany’s and the public
One lucky winner will be flown out to NYC to tour the Tiffany’s headquarters,
have lunch at the Blue Box Cafe, a photoshoot with Tiffany’s jewelry,and
choose a signature piece of jewelry from the shoot.
Use social media platforms (Instagram, Facebook, Pinterest, LinkedIn) to
promote the campaign
Send product to select women influencers that can promote the campaign and
Tiffany jewelry in their posts.
Breakfast at Tiffany’s in-store event - Based on an interview with a former Tiffany
and Co. retail employee, we found that customers considered the stores cold and
uninviting. A recent report from Forbes shows that a majority of millennials make most
of their purchases in-store rather than online, so it is important for customers to have a
positive view of Tiffany’s retailers. In order to change perceptions about the Tiffany
experience, we will be kicking off our campaign with an in-store event to celebrate the
57th anniversary of Breakfast at Tiffany’s. The event is open to the public, and guests
can enjoy mini croissants and coffee while getting to know their local Tiffany’s. There
will be a counter setup for food and beverages, as well as campaign ads around the
store. To promote this event we will send out a media advisory to local channels as
well as personal invites to movie bloggers, fashion bloggers, and notable “girl bosses”.
#PowerPrefersTiffany Contest - In an effort to showcase everyday powerful women,
we will be running a PR/ advertising hybrid contest through social media where one
lucky winner will be flown out to New York City for an exclusive Tiffany’s experience.
Contestants will be powerful women nominated by their peers, and the nominations will
close after 500 relevant entries. From there, trusted Tiffany’s employees will reduce the
number to 5 based on who they believe aligns with the values of the company and this
campaign. Tiffany’s social media accounts will then create a post for each contestant
showing how they are strong, powerful women, ending with a link for the public to vote.
After voting has ended, the winner will be flown out to New York City to tour the Tiffany
and Co. headquarters, have lunch at the Blue Box Cafe above the flagship store, and
star in a private photoshoot with Tiffany’s jewelry where they will get to choose a
signature piece of jewelry from the shoot to take home. The winner will gain exposure
across our social media accounts following her experience.

Women for Women International - In our research we found that millennials care
deeply about corporate social responsibility and want to align themselves with a
company that shares their values. In early 2018, Tiffany and Co. donated to Time’s Up
on behalf of each celebrity wearing their brand at the Golden Globes. In a statement
Tiffany and Co. said that they were committed to helping drive change in support of
women, and we want to continue that practice. For every celebrity that wears Tiffany
and Co. at the 2019 Oscars Tiffany and Co. will donate to Women for Women
International, a nonprofit that supports marginalized women in countries affected by
war and conflict. Women for Women International assists women in 8 countries offering
support, tools, and access to life-changing skills to move from crisis and poverty to
stability and economic self-sufficiency. Press releases will be sent to major news
stations leading up to the 2019 Oscars in order to promote and inspire celebrities to
support the cause by wearing the Tiffany and Co. brand.
Girls are capable of doing everything men are
capable of doing. Sometimes they have more
imagination than men.
OCTOBER 2018-MARCH 2019
OCTOBER 2018-MARCH 2019
To track the effectiveness of ad messaging, we will compare the ROI prior to the
campaign with the ROI post-campaign. We will also look at the average age and gender of
clientel after the campaign to see if our target audience responded to our messages. This,
along with social reactions, will enable us to see our progress.

To measure the effectiveness of the public relations strategies used in this campaign, we
will track the attendance of our in-store Breakfast at Tiffany’s event after releasing the
media alert. We will also use lead sourcing during the event, asking event attendees how
they heard about our campaign. Utilizing content analysis practices will help us see what
kind of quality the press delivered and tracking social media mentions will help us see
how often our campaign and the hashtag, #PowerPrefersTiffany, was mentioned.

We will also use press clippings and media impressions for the given period of the
campaign to evaluate how often the press covered our campaign.

We will track the number of followers and the amount of engagement on Instagram,
LinkedIn, Pinterest and Facebook prior to #PowerPrefersTiffany and use analytics to track
the difference at the end of the campaign.
We will use surveys to track consumer engagement on two occasions. The first will be
distributed during the Breakfast at Tiffany’s in-store event and the last will be in March, at
the end of the campaign.

Example:

Thank you for visiting one of our Tiffany & Co. retailers. Please take this brief anonymous
survey to help us learn more about you.

1. Please state your age: 5. What’s your first impression of the Tiffany &
(Remember this survey is completely anonymous) Co. store?
______ a) Cold and unwelcoming
b) Warm and welcoming
2. How much do you make annually? c) Nice and clean
a) $0- $20,000 d) Indifferent
b) $20,000-$40,000 e) I was in a store?
c) $40,000-$60,000
d) $60,000-$80,000 6. Do you follow us on social media?
e) $80,000 or higher a) Yes
b) No
3. So, you just got a promotion at work, how will you c) I don’t use social media
reward yourself?
a) Take a trip to an exotic destination 7. What brought you to Tiffany & Co. today?
b) Buy myself something expensive (i.e., car or jewelry) a) Ads for #PowerPrefersTiffany
c) Go out for dinner b) Social media
d) Weekend getaway at the spa c) Word of mouth
e) Save my money d) Media mention
e) Other: _____________
4. How much are you willing to spend on a fine piece of
jewelry?
a) $5,000 or below
b) $5,000-$25,000
c) $25,000-$50,000
d) $50,000-$100,000
e) $100,000 or higher