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Word Count: 373
Background Gap Inc is a global company with fiscal revenues of 145 billion annually Gap Inc controls the marketing interests of three major brands and over 4000 retail outlets internationally Gap Banana Republic and Old Navy Gap Banana Republic and Old Navy are differentiated by their customer target merchandise mix and marketing approach but share a common goal to deliver customers exceptional style service and value Objective Gap Inc is looking to implement a marketing campaign for particular apparel brands which generates a new knowledge base about Gap brand customers to increase product and brand loyalty Strategy The following strategic points are corollary to Gap Incs use of imx to launch an interactive marketing campaign to achieve the aforementioned objective The launch of an interactive marketing campaign which collects metric and demographic data from Gap Inc customers via FREE mini-DVDs creatively packaging to selected Gap Inc products Project strategy will be developed to learn as much information about Gap Inc customers as possible eg clothing sizes color preferences shopping habits fashion preferences future product awareness etc Disk development will strategically include brand partnerships with other non-textile or clothing related companies whose brand and products are beneficial and relatable to Gap Inc brands products and target customers eg Starbucks Volkswagen Coca-Cola etc imx mini-DVDs will function to transmit exclusive music video and interactive content to illicit customers usage imx DVDs will balance value added content eg on-line discounts an interactive fall catalogue video music videos behind the scene documentaries etc with interactive content designed to draw customers to a data gathering web interface This campaign will focus on 16 to 28 year old Gap Inc customers whose technological skills are greater than customers outside this age range Customer data collection will be designed to be as unobtrusive as possible and facilitated via customers linking to a web interface and completing a simple 10-12 question form Intended Result This
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