MKTG 1311 Assignment 2 Direct Marketing Fall 2021
Assume your client is Caswell’s Fine Menswear, an upscale men’s clothing store located in
Niagara Falls. The company has been operating in the Niagara Region since 1959. As many
successful retailers can attest to, establishing a loyal customer base is critical to sustaining
long-term success in the retail industry. Their typical customer can be described as:
• 40-65 yrs old male living in the Niagara Region
• successful working professional or business owner
• appreciates fashion and takes pride in their appearance
• attends many social as well as work functions, travels often
• values convenience and personal attention when shopping
Many retailers have found direct marketing to be an effective promotional tool, particularly
when a retailer has an established customer database to assist with marketing efforts.
Consider the following scenario:
To help promote the upcoming Christmas shopping season, the store wants to plan a
special event to help promote holiday shopping. They are thinking of an invitation-only
shopping night for the customers in their database. They have selected the date and time -
November 27, 2021 from 6:00-9:00 PM – but are looking for your creative ideas in terms of
what to plan for that night and how best to promote the event to their customers.
Your task:
1. Come up with a creative concept for the event. Describe what you think the special
event should be like – be specific - include the details of what would be happening at the
event, what the event theme should be, what kind of activities or incentives that you would
use to draw customers to the event. Paint the picture.
2. Design a mock-up of the email they would send to their customer database to
promote the event you described above. Be sure to include: a Subject Line, visual content
(pictures, images that would be included) as well as written content (what the email would
say) that would work with the creative concept you came up with.
The focus of this assignment is on creative execution, but you will also need to consider the
following very carefully (and the rubric on the next page)
- the type of customer you feel they are trying to attract
- the company’s intended image and positioning
- a creative approach that you think will capture the attention of those receiving
this direct marketing email AND stimulate action
- all event details are included so the customer has all the complete information
If you would like some inspiration as to the company’s image, branding and target market,
you can visit the store’s website at https://www.caswellsclothing.com/ Keep in mind this
is a scenario developed for this assignment – Caswell’s has not asked us to develop
anything for them and are not involved in the assignment in any way.
Although this is intended to be a mockup (something you would present the client to show
what the direct marketing piece would look like) it should be prepared as professionally as
possible. You will need to submit your assignment through Blackboard. This is an
individual assignment due Friday Nov 5 before 9:30am. This assignment is worth 15%
of your final grade.
Assume your client is Caswell’s Fine Menswear, an upscale men’s clothing store located in
Niagara Falls. The company has been operating in the Niagara Region since 1959. As many
successful retailers can attest to, establishing a loyal customer base is critical to sustaining
long-term success in the retail industry. Their typical customer can be described as:
• 40-65 yrs old male living in the Niagara Region
• successful working professional or business owner
• appreciates fashion and takes pride in their appearance
• attends many social as well as work functions, travels often
• values convenience and personal attention when shopping
Many retailers have found direct marketing to be an effective promotional tool, particularly
when a retailer has an established customer database to assist with marketing efforts.
Consider the following scenario:
To help promote the upcoming Christmas shopping season, the store wants to plan a
special event to help promote holiday shopping. They are thinking of an invitation-only
shopping night for the customers in their database. They have selected the date and time -
November 27, 2021 from 6:00-9:00 PM – but are looking for your creative ideas in terms of
what to plan for that night and how best to promote the event to their customers.
Your task:
1. Come up with a creative concept for the event. Describe what you think the special
event should be like – be specific - include the details of what would be happening at the
event, what the event theme should be, what kind of activities or incentives that you would
use to draw customers to the event. Paint the picture.
2. Design a mock-up of the email they would send to their customer database to
promote the event you described above. Be sure to include: a Subject Line, visual content
(pictures, images that would be included) as well as written content (what the email would
say) that would work with the creative concept you came up with.
The focus of this assignment is on creative execution, but you will also need to consider the
following very carefully (and the rubric on the next page)
- the type of customer you feel they are trying to attract
- the company’s intended image and positioning
- a creative approach that you think will capture the attention of those receiving
this direct marketing email AND stimulate action
- all event details are included so the customer has all the complete information
If you would like some inspiration as to the company’s image, branding and target market,
you can visit the store’s website at https://www.caswellsclothing.com/ Keep in mind this
is a scenario developed for this assignment – Caswell’s has not asked us to develop
anything for them and are not involved in the assignment in any way.
Although this is intended to be a mockup (something you would present the client to show
what the direct marketing piece would look like) it should be prepared as professionally as
possible. You will need to submit your assignment through Blackboard. This is an
individual assignment due Friday Nov 5 before 9:30am. This assignment is worth 15%
of your final grade.
