GOAL/STRATEGY
Icon Advertising’s primary goal is to increase the brand awareness of Pinnacle
Boutique’s presence in Malibu. While local Malibu residents have been exposed to
the boutique store, Pepperdine University is a relatively untapped market. This was
seen when Icon Advertising conducted a focus group among female students at
Pepperdine and found that .17% of female students were aware of Pinnacle while 0%
had stepped foot into the store or purchased anything. By increasing the awareness of
Pinnacle among a dominating segment of Malibu (Pepperdine students), we believe
that our secondary goal can be implemented: an increase in foot traffic to Pinnacle
Boutique. This will be achieved by incentives such as discounts and the use of
influencers among the Pepperdine campus.
TARGET MARKET
Pepperdine female student
18-24
Disposable income
Trendsetter/Influencer
Connected Individual
Tech Savvy
Confident
RATIONALE FOR TARGET MARKET
There are 1,060 local female residents ages 18-24 in the Malibu community (not
including Pepperdine students). Meanwhile, Pepperdine University has a total of
3,200 undergraduate students. Females 18-24 alone make up 1,888 of the total
undergraduate population. Icon Advertising found that focusing on a specific portion
of influencers within one location had the potential to create a significant impact.