FIND YOUR WAYHOME

HUMBER COLLEGE
FMPC 5000
ANNE KRAMER
DECEMBER 9, 2015

Howard Shaw

Jordan Costa

Moira Heaney

Samantha P. Looby

Alexandra Dabrowski

Table of
Contents
01

Executive Summary

07

Public Relations

02

Marketing Mix

08

Fashion Extras

03

Marketing Mix

09

Promotional Budget

04

The Brand

10

Conclusion

05

Target Audience

11

Bibliography & Appendix

06

Promotional Objectives

Executive
Summary
Our marketing promotional plan for Muttonhead is going to reach thousands of people
in a matter of just a few days. We will be partnering up with Wayhome music festival
and inspiring outdoorsy music lovers to fall in love with the Canadian brand that is
already gaining a lot of attention domestically and internationally. On top of that, Muttonhead will be preparing to upgrade its stores that will make shopping at the store an
enjoyable experience. Heres how we plan on doing it.
Wayhome music festival brings in over 35,000 people to bask in the sun, hang out with
friends, camp in endless fields and listen to the music of incredible artists who travel
across the world to experience the magic with their fans. Muttonhead will partner up
with Wayhome, giving out free goodies, such as t-shirts and sweaters, setting up pop
up shops to encourage music goers to shop the comfortable and suitable clothing. We
also plan on setting up a wolf lounge area with shaded bean bags chairs, a water station and free WiFi as well as encouraging people to take pictures which will inevitably
explode on the social media scene with the hashtag Muttonheadhomies.

01

Executive Summary
The Muttonhead Store
Wayhome Promotional Plan

Marketing
Mix
Strengths & Weaknesses

Although the company has not been around

for too long, it has already gained popularity in Toronto and other cities in Canada.
One of its strengths is being active on social
media and keeping customers up to date on
special events happening in the stores as
well as any sales going on. Muttonhead
prides itself on producing all of its clothing
in the Greater Toronto Area and not taking
advantage of cheap labour overseas. Having
said all of this, the brand should put more
effort into advertising their brand on television, radio and posters. Though popularity
is slowly increasing by word of mouth and
social media, it would gain more attention
through different ad sources.

Brand Product Strategy

As stated before, all Muttonhead products

are made in Toronto, Canada. Clothing is
available for all, including men, women
and children. Home goods, toiletries and
accessories are also sold at Muttonhead.
The company practices fair trade and is
focused on slow designs as opposed to
fast fashion, creating lasting, classic trends.
Muttonhead clothing is durable, comfortable and high quality in fabrics. Mostly
known for their stylish and comfy sweaters,
hats, sweatpants and leggings. Very Canadian. The brand is proud of the fact that all
products are made in Canada which resonates very well with customers.

Distribution Strategy

Muttonhead opened its store in Toronto in

2009 on 337 Roncesvalles Avenue, but is
carried and available online all over Canada and around the world. Its stockists can
be found in the US, Europe, Japan and Australia.

Market Level Strategy

Since all Muttonhead merchandise is made

in Canada and not overseas, the products
tend to be slightly more expensive but still
affordable.

SWEATERS
$120-$145

HATS
$32-$126

JACKETS
$150-$770

PANTS
$120-$150

SHIRTS
$48-$88

SHORTS
$60-$132

KIDS
$28-$60

HOME GOODS
$7-$110

ACCESSORIES
$40-$150

TOILETRIES
$8-$25

02

Marketing Mix
The Muttonhead Store
Wayhome Promotional Plan

Marketing
Mix
Past Promotions

The brand is extremely active all over social media including Facebook, Instagram,
Twitter, Snapchat and Pinterest. Past promotional events included a holiday shopping event held in early November titled
SIP N SHOP, partnering up with Coors
beer and encouraging customers to have a
beer whilst shopping in the store. Allowing
clients to have a fun and outgoing shopping
experience. Other marketing events included a knitting workshop at the pop up shop
in Vancouver, teaching the customers about
the brand and ping pong parties at pop up
stores in Toronto. Muttonhead employees
have also started a tradition of going to local coffee shops and bars to pass out free
hats, starting conversations about the brand
and meeting people from their community.
All these events bring current and potential
new customers to learn more about Muttonhead while having a good time.

03

Marketing Mix
The Muttonhead Store
Wayhome Promotional Plan

The
Brand

Social Media: #MUTTCREW

Facebook: Muttonhead

Twitter: @muttonheadstore
Instagram: @muttonhead

Website: http://www.muttonheadstore.com/

Muttonhead is a Toronto based clothing company, making products suitable for all genders and
ages. They fully control and guarantee Fair-Trade practices with every step of the manufacturing and distributing process. Shifting away from the Fast Fashion movement, Muttonhead
has created a Slow Design model that aims to outlast trends. They have been successfully
putting out comfortable, high quality clothing from proven durable fabrics since 2009.
Muttonhead apparel can be found in small exclusive and unique boutiques worldwide. They
are most prevalent in Canada mainly Toronto and Vancouver however they are scattered
throughout Canada and the United States. In addition, boutiques and lifestyle shops in the UK,
Asia and other Countries in Europe. They have 3 brand ambassadors all of which seemingly
love the camping lifestyle and all things outdoorsy. When all is said and done Muttonhead is an
upscale camping/outdoors lifestyle brand, that is providing unisex clothing for all those who
not only identify with the brand culture and philosophy but also appreciate quality homegrown
products.

04

When it comes to Brand Equity Muttonhead is no slouch! Their Classic, Unisex,

Canadian image has quickly become well
known first in Toronto where the company
is based and now literally worldwide. With
its availability online, in their own Muttonhead store and other small lifestyle boutiques that fit with their brand image and
ethics. Being featured in blogs and magazines in and around the GTA has really
helped Muttonhead develop a solid following with both men and women looking for
quality and comfort together in a stylish,
timeless fashion.

The Brand
The Muttonhead Store
Wayhome Promotional Plan

Target
Audience
Our target audience for our Muttonhead
presents Wayhome is primarily following
through with our present target market. We
are trying to reach those between the ages
of 20-35, both females and males. Our
clothing is on the higher end as it is quality materials and manufacturing and locally
sourced. This brings our target market from
middle to upper middle class. Our target
market believes in quality and fair trade, as
well as supports local businesses. These are
the values and philosophies instilled in our
primary customers. We are a local Toronto
business so our geographic is mainly local Torontonians, although the online shop
stretches internationally.
Muttonhead presents Wayhome will have

05

a majority of our target market attending.

Since our apparel is geared for the outdoors,
there is no better place to promote then a
three-day camping music festival. Our customers love camping, and the outdoors as
well as still being urban and modern,which
entails listening to the latest bands i.e.
Modest Mouse, Hozier and Passion Pit. Our
target market is not into fast fashion, but
relies on good quality, simple pieces that
are durable yet will stand the test of time in
terms of fashion. A four day music festival,
listening to the latest indie hits all day, sitting by campfires at night and waking up to
the blazing sun and fresh air all in a stylish
yet easy wear pair of shorts and a 5-panel
hat is the ultimate weekend.

Target Audience
The Muttonhead Store
Wayhome Promotional Plan

Promotional
Objectives
The First WayHome Music Festival in 2015
featured a diverse lineup of artists who
amazed audiences and made the artistic
festival an instant success. BlogTO was
pleased to state that WayHome had officially staked its claim as North Americas number 1 music festival bringing out 35,000
people with such headliners as Sam Smith,
Kendrick Lamar, Run the Jewels, Alt J, and
Neil Young. With Soaring 30 foot white
flags hovering over fields of music lovers
the camping experience mimicked a surreal
and peaceful place to be, which is just what
Muttonhead stands for. The clothing apparel, which highlights durability and outdoor
comfort is the ideal attire to be worn the
entire festival weekend.

can expect to increase their sales by 10% in

the following year from; on-site sales at the
festival, brand promoting on free swag, and
brand exposure from media coverage of the
event. Brand information will also be given to customers at the on-site pop up retail
store, and discuss important information
about the brand. Noteworthy details such
as Canadian made, Sweatshop free and
full refund guarantee will have the crowds
intrigued by the soft, durable and fashionably appealing garments. Muttonhead will
receive direct feedback from thousands of
consumers, perfect for increasing brand image and apparel in the coming years.

In 2016, the nature chasers at Muttonhead

will collaborate with WayHome to promote
the Canadian brand to an estimated 45,000
people who are expected to be involved in
next years event. Both Muttonhead and
WayHome take pride in Canadian based
product and talent, one supporting the other. WayHome can expect the apparel brand
to be their title sponsor in creating an even
better outdoor venue than last year, from
the company who know the outdoors best.
Muttonhead will increase revenue in a number of ways from this collaboration. With
mass amount of exposure to the brands
target market (young, artistic and music
loving outdoor enthusiasts) Muttonhead

06

Promotional Objectives
The Muttonhead Store
Wayhome Promotional Plan

Public
Relations
Our collaboration with WayHome music
Festival will consist of several components
during the three-day event. Firstly, Muttonhead will be the Title Sponsor, so free
T-shirts provided to the first 500 guests
upon entry will have both Muttonhead and
WayHome logos on the front, creating
optimal brand exposure to approximately
45,000 people. The words Muttonhead
will be on the major freestanding signs
upon entry, right near the WayHome sign
when guests walk in. There will also be a
large wooden cut out of the Muttonhead
wolf mascot beside the infamous W sign
that guests take pictures of and of course
hash tag words such as Wayhome wayhomefestival and for 2016 will introduce
#muttonheadhomies

07

Learning from downfalls of the previous

year, such as the lack of shade on event
grounds, Muttonhead will introduce a luxury lounge area for guests. The lounge area
will feature a large shaded canopy to escape
the blazing sun, 65 large bean bag chairs
for seating and a water station located beside the tent. We will have a misting station
to cool people off and offer a refreshing
break from the sun. Well set this lounging
area separate from the Muttonhead pop up
store, and have it within sight of one of the
many stages. Most importantly, the lounge
area will have free WiFi for guests to upload pictures, get in contact with friends
and family and have the opportunity to post
about their favorite apparel brand! We will
have a cellphone charging station as well
as large 30 foot flags signaling our lounge
location and pop-up shop. Guests will also
be able to get many other perks and discounts from our pop-up store, discussed in
fashion extras.

Public Relations
The Muttonhead Store
Wayhome Promotional Plan

Fashion
Extras
After looking at the Muttonhead store and
shops that carry the brand, we got some
great inspiration for what we could add in
store as well as what we plan to include for
our music festival venue.

As for our music festival, it is only fitting that we include a great pop up for our guests to enjoy.
For the pop-up shop we will be setting up an extravagant RV with custom Muttonhead logos on
the outside. With all the major camping utilities around the tent for aesthetics (properly fastened
and secured) Included will be a product line of staple Muttonhead pieces set up over objects like
coolers and tackle boxes stacked on each other.

The brick and mortar shop is great as it is,

however we thought of adding shoppers
with the great Muttonhead Dog Head logo.
Also instead of traditional boutique paper
bags spending a little more and upgrading
to bags that can and will be re-used by customers for a variety of purposes would really set them apart from any competition,
most especially considering the major demographic they aim to please with their
products.

A section outside will be set up with campfire featuring some of the blankets and home wares that
Muttonhead produces to appeal to those camping for the three day event. Using a generator, the
tent will be properly lit using electric lanterns to add to the outdoorsy theme. The current staple
pieces from Muttonhead that will be used in the pop-up shop will be available tax-free to not only
attract customers but to take any guesswork out of calculations on the spot when cashing out clients
at the venue.

08

Fashion Extras
The Muttonhead Store
Wayhome Promotional Plan

Promotional
Budget
The Muttonhead Store

Title Sponsorship

Unit Cost

Budget

Pricing Reference

$40,000.00

http://markhamjazzfestival.com/sponsors.php#2

Muttonhead Lounge
Canopy

$1,250.00

$1,250.00

Misting Fans

$275.00

$2,475.00

http://outdooreventcooling.com

Mobile Charging Station

$1,000.00

$2,000.00

http://www.eventtechbrief.com

Total Lounge Expenses

$5,725.00

Promotional Giveaways
Entry Tanks

$6.60

$1,650.00

http://www.fairfaxscreenprinting.com/

Gifted Muttonhead Hoodies

$130.00

$390.00

http://www.muttonheadstore.com/

Sunglasses

$2.35

$1,175.00

https://www.4imprint.ca/tag/169/Sunglasses

Wooden Muttonhead Sculpture

$0.00

$0.00

Total Promotional Expenses

$3,215.00

Signage
9'x10' Mesh Logo Banner

$691.88

$691.88

http://www.banners.com/mesh-banners

30'x15'x10' Sectional Flags

$320.15

$960.45

http://www.banners.com/fabric-flags

Total Signage Expense

$1,652.33

Pop-Up Shop
RV Rental

$847.00

$847.00

Total Pop-Up Expenses

$847.00

Total Expenses

$50,592.33

09

http://www.canadream.com/toronto/

Promotional Budget
The Muttonhead Store
Wayhome Promotional Plan

Conclusion
Seeing as how incredibly popular the Wayhome music festival is and the amount of people it
brings together, the boost of popularity for Muttonhead will be huge being part of such a grand
event. The music lovers of Wayhome are the ideal clients for Muttonhead. A young group of
people who are looking for comfortable and good quality clothing will be introduced or re-introduced to a homegrown Canadian brand. We know this promotional plan will be a success
because we ourselves love Wayhome and Muttonhead as a brand. People like us will have the
opportunity to include Muttonhead in their wardrobe and lifestyle and there is no better way
than to partner it up with Wayhome music festival. Along with all the merchandise sold and the
cozy spots of relaxation set up by Muttonhead all over fields, the outpour of the brand wont go
unnoticed on social media.

10

Conclusion
The Muttonhead Store
Wayhome Promotional Plan

Bibliography
GILLIES, M. (2013, June 6). LOCAL DESIGNERS WE LOVE: MUTTONHEAD, MAKERS OF ETHICAL UNISEX APPAREL. Retrieved
December 4, 2015, from shedoesthecity.com website: http://www.shedoesthecity.com/local-designers-we-love-muttonhead-makers-of-ethical-unisex-apparel
Staff. Inaugural WayHome Festival a Huge Success. Blogto.com. N.p., July-Aug. 2015. Web. 05 Dec. 2015.
Staff. (2014, May 1). Muttonhead. Retrieved December 4, 2015, from Blog TO website:
http://www.blogto.com/fashion/muttonhead-toronto
Ramsey, K. (2013, October 2). Muttonhead New classics. Retrieved December 4, 2015, from MonteChristro Magazine website: http://montecristomagazine.com/magazine/autumn-2013/muttonhead

Appendix
Most information found on Muttonhead was through the official website as well as employees of the store and brand.
The work of the assignment was divided equally between
members. We followed a schedule to meet a few times a week
to gather information and discuss the project.

11

Biblipgraphy & Appendix

The Muttonhead Store
Wayhome Promotional Plan