INSPIRED BY
Ann Taylor
Project: Inspired By
Role: Brand Marketing Manager, Strategy, Project Management
On International Women's Day in 2017, Ann Taylor launched an online interview series called Inspired By, featuring inspired and inspiring women, interviewed by Grace Bonney of Design*Sponge and author of In the Company of Women. Each month we unveiled a new conversation between Grace and her subject, which included an interview written by Grace and supporting photography showing a day in the woman’s life. Ann Taylor is, at its core, a women's workwear brand, and this project was rooted in the idea that the brand supports women in their passions and careers. As part of the launch, we hosted a panel with future interviewee and moderated by Grace herself, at our Washington DC store. As part of the team, I handled the creative briefing and marketing strategy for each months' campaign, as well as coordinating the launch event.
Launch Event
In honor of International Women’s Day and the launch of the Inspired By webseries, a panel event was held at an Ann Taylor store in Washington, D.C. on March 9th.
The panel featured local business women and creators in the D.C. area and was moderated by Grace Bonney. Panelists included Ximena Harstock, Amanda McClements, Jamyla Bennu, and Carolyn Misterek.
The event saw 7.8M Impressions across PR and media, a +18% lift in store sales, and a +53% lift in traffic in hours surrounding the event.
Launch Event Giveaways
In addition to the panel event, each attendee received our International Women's Day mantra tote bag, In The Company of Women by Grace Bonney, and a bouceback card with event specific discount.
Additionally, every Ann Taylor corporate employee receive a copy of In the Company of Women by Grace Bonney as deskdrop the day of the event.
Launch - Grace Bonney
Grace is the founder of Design*Sponge and author of In The Company of Women. Grace as been featured on The Martha Stewart Show, NBC's The Chew, Good Morning America, and many more. Her blog, Design*Sponge, has more than 1M readers daily.
Agatha Achindu
Co-Founder of Yummy Spoonfuls, a frozen organic baby food company that gives back. Agatha is an immigrant and in addition to founding Yummy Spoonfuls, she's active in charity and often donates products to mothers in need.
Ximena Hartsock
Co-Founder of Phone2Action, a tech platform that puts advocacy and action in the palm of users' hands. Ximena also joined us as a panelist for our International Women's Day event in Washington D.C.
Harper Poe
Founder of Proud Mary, a textiles import business that has been growing steadily. She works with local women in developing countries to support their traditional artisan skills and develop those into products that work for a western market.
Lisa Lucas
Executive Director of the National Book Foundation, Lisa is an all around rockstar in the literary world. She's making huge strides to make the publishing world more inclusive.
Joanne Chang
Joanne's Flour Bakeries are a household name in Boston. She started with one shop and now has eight locations. She is a business powerhouse and an amazing speaker as well as the owner of high end restaurant, Meyers + Chang.
Sugar Paper
Chelsea and Jamie are the founders of Sugar Paper, a hugely popular stationery company that expanded into a big national deal with Target, with a special collection now sold in all of their stores.
In addition to the article, Ann Taylor featured a selection of Sugar Paper products on the website.
Amanda McClements
Food writer-turned-haute retailer, Amanda opened Salt + Sundry, a luxe home and lifestyle boutique. In addition to running and curating her own business, Amanda acts as a community connector for other women-led businesses, hosting events and educating seminars designed to elevate and promote area business.
