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RAY CAMPAIGN

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RAY is truly a new movement that is rooted in the new ... The kick off will began 2/18 as a mini preview (Lebron James Mega Party during All Star week) ... – PowerPoint PPT presentation

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Title: RAY CAMPAIGN


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RAY CAMPAIGN
  • Ray will promote the smart cool look as the new
    garb for the mature progressive male .It is the
    platform for this guy to show the world that they
    are prepared 4 life and respect themselves. We
    will promote traditional timeless clothing with a
    cultural and urban twist, thus elevating the new
    age prep movement.

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RAY CAMPAIGN
  • RAY is truly a new movement that is rooted in the
    new American dream that truly embraces all
    people. Ray is a campaign that will bring back
    the respect that America had for how they looked.
    Dressing for success is important because
    dressing is a powerful identifier of character
    and gives up a first impression. Parents,
    students concerned citizens, academic
    institutions, churches, fashion houses and
    corporate sponsors are passionate about educating
    Americas youth about why showing their underwear
    and having their pants hanging below their knees
    sends the wrong message and inhibits success in
    the real world. These people understand the
    influence and culture of videos, alcohol, sex and
    the good life-The life that can be achieved if
    you are

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Ray campaign
  • RAY (Redressing Americas Youth) will empoy what
    we call the multicultural sweetspot techniques
    and use key influencers and trendsetters ( the
    urban market which is Black and White) to launch
    a fashion campaign that will make dressing up not
    only a cool thing, but a statement that, if I
    says dress for success, I will be successful.
  • Ray ( Redressing Americas Youth) is a movement
    that encompasses our campaign theme, Prepared 4
    Life. Tastemakers and trendsetters will be our
    fashion and video icons. We will feature and
    position select traditional high quality apparel
    in the following
  • Videos
  • pariswalker.com
  • Sitcoms
  • Fashion Trend Articles with Tastemakers.
  • Live performances Label Launch Parties
  • Street Teams (NBA)
  • Colleges (HBCUs included)
  • Motion Pictures
  • Award Ceremonies
  • Local Governments
  • Prep 101 website
  • Album Covers
  • Board of Education

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Goal
  • Create the largest Urban Prep movement ever
    while capturing the genuine interest of those in
    academia, parents and young people, who are
    looking for a new look that combines both prep
    (classic) and urban fashions- the smart look
  • MISSON
  • To redefine mainstream prep culture and
    terminology to meet the New Age Prep. The ones
    that are prepared 4 life regardless of their
    background- those that are prepared 4 Life.

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rayGrassroots Campaign
  • The Preppiest Urban Guy in America Contest
  • The PUGA (Preppiest Urban Guy in America) Contest
    will be held in the nations largest cities and
    will target the younger and older Hip-Hop guy who
    have matured over the years. As this guy becomes
    more conservative - he shows that he aspires to
    achieve the American dream through his dress..
    In essence, our slogan Prepared 4 life is the
    cool equivalent of dress for success. Our
    social, and academic institutions are integral
    partners of RAY and have already started national
    dialogue on the Importance of Dressing for
    Success.

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MARKETING The brand
  • Our marketing strategy is unique in that the
    typical aspirational images of Wasps will truly
    include images of Multi ethnic people adapting to
    various environments. We have created campaigns
    that lend itself to reaching the older Hip Hop
    guy who wants to convey that while he's matured,
    he still wants people to identify with who he is
    and where he comes from
  • Paris Walker lII fills the void in the
    marketplace for more classic ,yet conscious garb
    that caters more toward his lifestyle. So,
    instead of seeing An Anglo riding a horse, we
    will have lifestyle images of multi-ethnic people
    enjoying or partaking in the good life.
  • The imagery is one of success depicting the
    clean cool look. The logo's are subtle , yet
    meaningful, speaking a hip language to urban and
    suburbia fashionistas.
  • The colors are youthful, yet mature, fun, yet
    stylishly casual......truly for the acerage guy
    or someone who is in college, has a family or
    simply grew up enjoying fashion and looking good.

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EDITORIAL
  • We have been ahead of the curve and now have
    created ethnic logos and images that depict a
    lifestyle that adds multicultural preference.
  • The in your face logos have now transitioned
    into conservative attire with conscious and
    culturally meaningful lifestyle symbols that
    speak to lifestyles more precisely. For
    instance, the African crocodile is speaking to
    them through its design, flare and attitude which
    says Im Prepared 4 Life.. I can adapt.
  • Some headlines in the past that have given us the
    press we so desired.
  • We have deep connections with magazines, both
    fashion and music houses that are prepared to do
    feature stories and support RAY.
  • The Lacoste FUBU (For Us By Us).
  • The ethnic crocodile (Denykem)
  • Urban Prep or Urban Aristocrat
  • The Preppiest Urban Guy in America.( PUGA.)

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FASHION SHOWS
  • On-line model search-conducted by major industry
    players
  • Source
  • Rolling Out
  • Style
  • Ebony
  • Upscale
  • C.O.P.E Handouts/flyers Tastemakers
  • Jamie Foxx
  • Will Smith
  • DMX
  • Andre 3000
  • Cee-Lo
  • Vibe
  • The List above is targeted only
  • Viral marketing
  • Product give-a-ways
  • Video placements
  • Album covers

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Ray Ambassadors will
  • Pass out handbills with RAY literature
    advertising select clothiers who design classic
    sportswear. Two have already signed on. Dap
    Rugget and Paris Walker lll
  • Hold up campaign signs promoting Ray and select
    clothiers at state capitols, Board of Educations
    and high traffic areas in major cities such
    Manhattan, Washington D.C., Houston, TX, Atlanta,
    Ga and Detroit, Michigan.
  • Tastemakers will wear distinct preppie garb. They
    will have measuring tapes mimicking a tailor to
    promote our theme" For drastic times, it takes
    drastic measures- our campaign is drastic but
    cool.

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Campaign
  • Create the largest Urban Prep movement ever
    while capturing the genuine interest of those
    fashion conscious consumers in those academia,
    parents and young people who are looking for a
    new look that combines both prep and urban.
  • Yard signs are a major part but needs to be
    displayed around
  • Schools
  • Major state capitals
  • High traffic areas
  • Neighborhoods
  • Major intersections.
  • February 18, 2006, Houston Texas All Star Weekend
    with the NBA. Paris Walker III a fashion show.
  • Note The NBA just implemented a strict dress
    code for the league

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Ray ambassadors
  • Ray Ambassadors PTAs, fashion stylists,
    major
  • magazines, business leaders, politicians, and
    other role models
  • Stylist 4 RAY - (major stylist from around
    the country) headed by Patrick Cooper
  • Designers 4 RAY (major designers)- from select
    design firms
  • Celebrities 4 RAY -we have created co-chairs
    for each support group.
  • Record Companies 4 Ray targeted (Interscope,
    Verity, Deep
  • End Records, Warner Brothers, Bad Boy
  • Cope- (Club owners promoters and entertainers
    and
  • entrepreneurs.

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How will RAY reach consumers and Youth in
America?
  • Through various marketing tools to include
  • Campaign signs thatwill be displayed at the
    following venues, institutions and media concerns
  • The Book Prep 101
  • Ray Website
  • pariswalker.com
  • Handbills will be passed out in high traffic
    areas locally and nationally. We will target
    venues where our audience frequent. The campaign
    will coincide with C.O.P.E. (club owners
    promoters entertainers and entrepreneurs) and our
    public relations/marketing team. The kick off
    will began 2/18 as a mini preview (Lebron James
    Mega Party during All Star week).

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Target cities (20)
  • (Cities will vary based upon store placement)
  • New York
  • Atlanta
  • Los Angeles
  • Dallas
  • Detroit
  • Chicago
  • Miami
  • Washington D.C
  • Philadelphia
  • Charlotte
  • Houston
  • Columbia, S.C
  • Baltimore, Maryland
  • Virginia

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Target events and facilities
  • College campuses
  • State Capitols
  • Board of educations
  • Clubs
  • Church parking lots
  • Malls
  • Basketball games
  • Football games
  • Schools
  • Concerts
  • Award shows
  • Beauty and Barbershops
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