I worked with top management at S&K Menswear for more than 6 years. This 240-store specialty chain – selling name brand tailored menswear at up to 60% below department store prices -- needed a brand image with a “value proposition” that would differentiate it from Men’s Wearhouse, Jos. Bank, and department stores. The key message in print, direct mail advertising, internet marketing campaigns and television creative was: Style, performance and personlized service doesn’t have to cost a lot.
- sites/default/files/S&K Menswear SDM.mov
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“Sharp Dressed Man” 30
PROJECT:
The “Demand Value” slogan was replaced by the “Dress Sharp” theme to create a more aspirational positioning for S&K’s 240-store chain. Television creative was supported by direct mail advertising, in-store signage and internet marketing promotion.
- sites/default/files/S&K Mens Stores Suitcase.mov
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“Suitcase” 30
PROJECT:
Demonstrating new performance suit fabrics was the main goal of this television creative called “Suitcase.” The spot opens with a humorous and attention-getting storyline that supported my “Demand Value” slogan for this off-price specialty retailer. Radio advertising production, direct mail advertising and in-store signage supported the television creative.
- sites/default/files/SnK Willie Nelson.mp3
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“Willie Nelson”:60
PROJECT:
The client tested radio advertising for a period of two years in key markets to determine if it could drive awareness and sales levels better than television creative. Here are just two of more than one dozen spots that were part of the client’s radio advertising production that I wrote, casted and directed.
- sites/default/files/SnK Batman Suit_0.mp3
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“Batman Suit” :60
PROJECT:
What better way to salute smart S&K shoppers who buy name brand men's suits at up to 60% below department store prices than to give factual, yet exaggerated examples, of a man paying $60,000 for Batman's suit.
S&K DIRECT MAIL
PROJECT:
Monthly direct mail advertising was the all-important channel for driving sales among existing customers.
While the client used direct marketing advertising to drive mostly brick ‘n mortar sales, a limited assortment of merchandise was also available for purchase online. As the head direct mail copywriter at my creative advertising agency, I lead my graphic design agency team in developing more than 80 monthly mailings with A & B testing.
Target & Objective:
Existing customers who are members of S&K’s Premiere Club and a small sampling of prospects who fit the customer profile. Build sales with a $20 OFF any purchase of $50 or more offer.
Assignment/Creative Solution:
Build excitement around new suit and sport coat arrivals, plus a special promotion offering 2 suits +2 shirts + 2 ties....all 6 items for $250! Leveraged “Dress Sharp” branding campaign to optimize media spend in television.
S&K Print
PROJECT:
The “Have you covered everything?” ad was targeted to fiancées browsing the bridal magazines in search of tuxedos for the groom and his groomsmen.