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Sameunderneath Marketing Plan
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Transcript of Sameunderneath Marketing Plan
Sameunderneath has evolved from an educational concept, to shirts sold
out of a backpack then concerts, to a successful, socially responsible high-
end clothing company. These shifts have all centered on Sameunderneath’s
founder, Ryan Christensen and his hands-on passion for change. Ryan has
been the heart of Sameunderneath from its inception and he has instilled it
with the values that hold up the brand today and the philosophy that is behind
the message of the brand.
Sameunderneath is more than a clothing company. Instead of being defined
by the products it sells, Sameunderneath is defined by its philosophy and
those who support it. Sameunderneath is about taking a stand for what you
believe in and making informed choices. It’s about people who look beyond
their differences and instead see ways to bring people together. It’s about
believing that small choices and ideas can help change the world.
Ryan has developed Sameunderneath and has essentially been the face of
the brand up until this point. The Sameunderneath brand is expanding at a
rate that Ryan cannot support himself. This is why Sameunderneath needs
a new approach that will develop the brand nationally while maintaining the
characteristics that make it unique. Sameunderneath needs a presence that
will reach Enlightened Rebels in ways that overlap in their day to day lives.
With a new brand strategy, Sameunderneath will attract people on a national
level and give those people a platform from which to speak.
UNDERSTANDINGKnowing Sameunderneath’s values, philosophy and business
goals, Kiwi has developed a plan of action utilizing two main
strategies that will focus on the online and in-person consumer
experience to address these objectives:
• Sharpen the Sameunderneath brand to a razor sharp edge,
while keeping the brand flexible enough to evolve as a business.
• Elevate brand awareness to drive interest in the brand and the
movement of Sameunderneath by reaching the trend setters
and leaders of the community and converting them to brand
evangelists.
• Develop the Sameunderneath brand so that it stands on
its own, through a comprehensive campaign of outdoor,
experiential and online advertising.
• Create opportunities for people to interact with
Sameunderneath that can be scaled to a local or national level.
strategy 1 Increase and enrich Sameunderneath’s online presence to be
inclusive and supportive of its followers and customers through:
• Website Re-design
• Promotions
• Documentary Series
• Providing Local Information
• Blogger Outreach
• Banners Ads
• Wallscapes
• Search Engine Marketing and Optimization
strategy 2Successfully expand Sameunderneath stores beyond Portland by
thinking global but acting local, utilizing the following to create a
strong bond between local communities and the brand:
• Community Directors
• Promotions
• Support local community
• Sameunderneath Branded Magazine
• Wallscapes
• Sponsorships
APPROACH
To gain a deeper and more thorough understanding of the
Sameunderneath target, we searched the Internet to find people
talking about Sameunderneath to find out more about them.
Through our primary research, we found a wide variety of
individuals. We met face to face with them to hear each of their
stories and determine who they are, what they stand for and
what they think about Sameunderneath.
We spoke with:
• Sameunderneath Sponsored Musician
• Sameunderneath Marketing Coordinator
• Sameunderneath Fashion Designer
• Sameunderneath Graphic Designer
• Sameunderneath Store Manager
• Sameunderneath Customers
• Business partner
• Mississippi Street Neighbor
• Hip Hop DJ
RESEARCHWhat We Found
• Many like the clothing but cannot afford
to regularly shop in Sameunderneath
• The Sameunderneath logo is memorable
and closely associated with the brand
• The Sameunderneath brand values and
message are attractive, but not as clear as
they need to be
• Online and in-person is the best way to
reach the target
• There is a desire for an outlet to interact
with the brand
• Success has altered the perception of
the Sameunderneath brand
Sameunderneath is an intricate brand that is comprised of
multiple characteristics: community involvement, environment,
education, politics and sponsorships. Sameunderneath is
best known for its basic, but quality clothing line made from
bamboo, an environmentally low-impact plant.
Sameunderneath is a clothing company – but so much more.
Sameunderneath is a clothing brand, but more importantly it
is a lifestyle brand. The concept behind Sameunderneath is
to be a brand of the people – people who do not judge others
merely based on religion, race, hobbies, color, sex or creed.
Unfortunately, most people are unaware of these great
attributes, and our shared stories. Our campaign will not only
clarify Sameunderneath’s brand message, it will invite people
to be part of their brand both online and in their communities.
SITUATIONANALYSIS
Sameunderneath has strong core values and a unique brand message that can differentiate itself from its competitors. It
produces quality, eco-friendly clothes that are classically fashionable. The clothes are currently distributed in high-end boutiques
and two Portland Sameunderneath stores. Sameunderneath has great local ties to the community that enable the spread of its
message and encourages the momentum of the movement.
The brand message is complex and often is confused with only being “green”. People that do understand the brand message and subscribe to the Sameunderneath movement don’t know how they can interact with the brand. The clothes have a high price point that can act as a barrier to entry for many people. Currently Ryan is too much the face of the brand. As Sameunderneath looks to grow nationally, the brand will need to evolve beyond Ryan.
Sameunderneath has tremendous opportunity to grow to be a strong international brand that produces clothes in addition to accessories
and household items. By supporting local communities, Sameunderneath can develop a loyal consumer base that will help to strengthen
the brand. Sameunderneath’s social responsibility and core values offer many ways that Sameunderneath can further its contribution to
communities and increase interaction with its audience.
Sameunderneath must not try to expand nationally before it has a strong enough consumer base locally. Although competing brands do not offer the same experience as Sameunderneath, if the brand message remains vague, consumers will confuse Sameunderneath with companies like Edun. For investment and expansion purposes, Ryan can no longer be the sole face of the brand. He needs to play a supporting role and let its audience become the face instead.
strengths
weaknesses
opportunity
threats
Although Sameunderneath currently competes with these brands,
none of these companies have a similar brand message or potential
to be a movement. Sameunderneath offers a full spectrum position
on social responsibility by being actively green, supporting
education and political involvement. Our campaign will clarify
Sameunderneath’s brand message and will help it move beyond
its competition.
COMPETITIVEANALYSIS
strengths weaknessesEdun
Celebrity Owned
Good Publicity
Clear Message
Socially Responsible
Quality Products
Partnerships w/Non-profits
Bono
High price point
Economic challenges
Partial focus on sustainability
More trendy style clothes
James Perse“Luxe casual” design, Southern Cal style
Strong roots in the fashion industry
Brand has expanded into baby clothes,
home and accessories
No cause/story
High price point
Gilded AgeBased in “old world” hand-made clothes
All natural dyes
Classic styles
High quality
Creative brand idea
Very high price point
No story or cause
LoomstateAll organic
Observes factory regulations for environ.
Blog
No social cause other than
promoting organic
No story
HabitualFocused (only denim)
Celebrity appeal
Strong brand narrative
Limited product line
Price
Distribution
TrovataHigh fashion look and brand
Feels like high-end Urban Outfitters
Unique pieces
Feels like high end Urban Outfitters
Brand doesn’t promote
sustainability, merely fashion
C & COrganic Cotton
Basic, foundational apparel
Attractive, intuitive web site
Direct sales on site
Lots of mainstream press
Not a well defined brand
Nothing stands out
Not much personality
Sameunderneath is passionate at its core because it represents a movement and way of life. To
inspire change for the better, passion is a necessity.
Sameunderneath understands what it means to be human. By leaving your comfort zone and reaching out to all people, life is enriched through new experiences and understanding.
For Sameunderneath to succeed, it must push through difficult times, and negative ways of thinking. The
movement is worth every effort.
The simplest understanding of Sameunderneath is we are all humans living our lives. Our individuality should be celebrated, but so should the commonalities that unite us.
To remain authentic, Sameunderneath must practice responsibility socially and environmentally.
Accountability is paramount for the success of Sameunderneath.
passion
emphathy
perserverence
unity
responsibility
Sameunderneath has a strong set of values
that will remain the foundation of the brand,
even as the company evolves over time. These
five values are intrinsic to Sameunderneath,
and each is an important element to the brand.
The values must be understood and adopted
by all who work with Sameunderneath, and
those who take on its lifestyle.
These values shine through Sameunderneath’s
dedication to education, political involvement
and the environment. In reality, the clothes
Sameunderneath sells are meant to be the
vehicle for the brand message and values.
Again, Sameunderneath is not just selling
clothes; it is selling a value system. It is
Sameunderneath’s goal to involve all people
in its movement to strive to live in a socially
responsible manner.
BRAND VALUES
“a socially responsible lifestyle brand that encourages people to look beyond their differences and see they are essentially the same underneath.”
BRAND POSITIONINGSTATEMENT
true:
Sameunderneath must be consistent
in the values that it portrays.
charismatic:
Through storytelling and audience
involvement, Sameunderneath conveys
a charisma that is authentic and
inspiring.
thoughtful:
Sameunderneath exists for a purpose
and is thoughtful in everything it does.
provocative:
Sameunderneath makes people think;
about themselves, the world and
everything between.
BRAND PERSONALITY
enlightened rebelEnlightened Rebels are people who care about people, who share the values of
Sameunderneath and believe they can change the world with the way they live their lives.
They are responsible and thoughtful in the way they purchase products. They are multi-
generational, educated individuals who vote with their wallets; make informed decisions
about the things they buy, the politics they support and the social areas they engage in.
They are no specific gender or race, and although they are very progressive, they are
not necessarily politically correct. They enjoy a mix of grit and polish with their everyday
lives, and while they may have a penchant for luxury when they can, they do not do so
recklessly or without awareness of their surroundings.
Enlightened Rebels think Sameunderneath is a sustainable clothing brand, with soft
and wearable styles. They know Sameunderneath is a brand committed to sustainable
practices, but they’re not really sure of what that means for Sameunderneath and the
larger world. They need to know Sameunderneath is more than a clothing company. Our
target needs to think of Sameunderneath as one of their own, always striving to be better.
To reach this target a thoughtful approach must be taken. Enlightened Rebels respond
well to questions and new ideas. They do not respond well to demands and unintelligent
advertising. They desire outlets for their art and opinions and Sameunderneath will
provide them an outlet in several ways.
TARGET AUDIENCE
Sameunderneath has strong core values, but a very complex
brand story that is challenging to successfully portray. This is
why a layered, creative approach is absolutely necessary to
reach your audience. The creative must come from various
angles including online and in-person. The target will respond
best to creative that is artistic and plays off their curious nature
and inspires them to act.
Enlightened Rebels are online. The most convenient and often
relevant touch point for consumers is a website and the creative
we produce is meant to direct your audience to your website.
As opposed to traditional advertising where an audience is
spoken to, we have decided it is best for Sameunderneath to let
people participate with the brand and tell their own story.
CREATIVE STRATEGY
“look beyond”Sameunderneath sells clothes.
Sameunderneath makes sustainable products.
Sameunderneath sponsors local artists.
Sameunderneath is fashionable.
Sameunderneath is not just a clothing company. It’s so
much more.
your audience is moreYour audience is more than a political party.
More than race.
More than age.
More than gender.
More than religion.
Your audience knows they are so much more than any
label can encompass.
“Look Beyond” is a very simple and direct
way to explain Sameunderneath and its
appeal as a brand. It is best to incite
curiosity into what Sameunderneath is all
about and let people explore the multi-
dimensional nature of Sameunderneath.
The idea of “being more” is consistent
in our creative strategy, messaging and
positioning. We give Sameunderneath
the opportunity to actually show why
it’s more, to its audience. In turn,
Sameunderneath encourages people
to “Look Beyond” the obvious to find a
deeper meaning and purpose.
MESSAGING
banner adsSameunderneath will utilize banner ads on targeted websites to
drive online users to its own website. The banner ads will have
the same look and feel of the outdoor posters and will remain
attractive yet unobtrusive. By placing the ads on targeted sites,
Sameunderneath will use its dollars more efficiently and create a
more positive awareness of the brand.
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Knowing that the website will be the only point of contact for many people, we have
developed an online program to use this touch point to its fullest potential.
The current website, although attractive, doesn’t give visitors many reasons to return
until the new fashion season debuts. We have designed a new website that has an
upscale, yet earthy tone that is at the heart of the Sameunderneath experience. The
website will act as the central hub for the online Sameunderneath community and
will feature an interactive element where visitors are invited to be part of the brand
through conversation. With promotions and entertainment features, visitors will have
a reason to regularly return to the site. The new website will back up the idea that
Sameunderneath is more than just a clothing company; it’s a creative outlet and a
way to connect with other like-minded people.
documentary seriesThe website will feature documentary shorts that will be used to tell the story of the
Sameunderneath lifestyle as well as incorporate the educational aspect of the brand.
The series will be used as an information source for your socially aware audience.
It will feature forward thinking individuals who are passionate about their area of
expertise and want to spread ideas on any topic – history, religion, dance, farming
etc. They will be factual, but also interesting and inspiring. We want to engage
curious individuals and encourage the spread of ideas.
The series will give people a reason to return to the Sameunderneath website as
new documentaries will be posted on a regular basis. This will add an element of
both education and entertainment to increase the value of the website.
WEBSITE
This is a simple way to increase Sameunderneath’s reach online
and also track what people are saying about the brand. As
Sameunderneath starts listening to the conversation online, it can
adapt and join the conversation. Listening to the true opinions of
the audience is valuable information and a way to truly speak to the
customers of Sameunderneath.
Twitter can be used for the following benefits:
• Relationship building
• Create credibility
• Promote events
• Provide insight and commentary on an event in real time
• Promote sales and daily offers
• Website traffic generator
a facebook application (as opposed to a Facebook Group) can be used to:
• Create brand awareness
• Communicate promotions, contests & events
• Drive traffic to the Sameunderneath website
• See what others are saying about Sameunderneath
• Increase listing favorability in organic search engine search results
• Understand Sameunderneath customer behavior
• Build early Sameunderneath loyalty
• Reach Facebook’s 35 million users
CONVERSATIONAL MEDIA
Search Engine Marketing (SEM) will be utilized for the Sameunderneath website to increase its visibility. Search Engine Optimization (SEO) is one element of SEM. SEO involves configuring website code and content with keywords associated with the Sameunderneath brand to increase its rankings in the results page of search engines and directories.
SEM tools include:• Social Network Marketing• Pay Per Click Advertising
SEO tactics include:• Keyword rich web pages• Keywords in the title of pages• Keywords in the domain name• Naming images used in site using keywords• Intrasite linking
If Sameunderneath continues to have a blog on its website, it needs to be more active. A blog is not intended to report only on events, but is meant to act like a journal for Sameunderneath and its mission. At its best, the Sameunderneath blog can give people a chance to peek behind the scenes and see how Sameunderneath functions. It can also be used to discuss the things that matter to Sameunderneath, whether it is its brand values or local events. Different people can contribute to this blog to help keep it fresh and updated, including a store manager, a sponsored musician or Ryan himself.
SEARCH ENGINE MARKETING BLOG
glocalization
(think Global. act Local.)Sameunderneath has the distinct advantage of having ties
to the community of Portland. These ties help to ground
the brand and keep it relevant to its customers. However,
Sameunderneath is meant to evolve and expand beyond the
place of its birth. To ensure that Sameunderneath successfully
spreads, it must develop new stores at a grassroots level
while maintaining the brand core values on a national level.
Sameunderneath should develop at a natural pace as the
company gains momentum and builds a large and strong
consumer base necessary to continue expansion nationally.
Ideally, each Sameunderneath boutique will maintain a unique
identity and attachment to its community. Each boutique
should feel like it belongs in the city it is located. To ensure this
happens and to help develop the brand, Sameunderneath will
utilize Community Directors to guide each local boutique.
community directorsSameunderneath is a successful company because it is
unique and offers a quality product with a good message.
However, there is the “Ryan Factor”. . . Up until now, Ryan
Christensen has been the heart and face of the brand. Ryan is
great at connecting with people and communicating his ultimate
goals for Sameunderneath which has played a large part in
connecting the brand on a local level.
For Sameunderneath to be able to remain authentic in areas
beyond Portland, Sameunderneath will need a representative in
each location to create those all-important local connections.
These Community Directors will believe in and uphold the core
values of Sameunderneath in addition to being immersed in their
respective local communities. They will be able to go out and
create partnerships with local schools, artists and community
members. They will be able to give a relevant voice to each
Sameunderneath boutique.
As Sameunderneath expands, Community Directors will be
chosen and taken back to the Portland headquarters. During this
two-week visit, this person will shadow Ryan and see how he
handles Sameunderneath and its brand at a local level. This will
help give direction to the new Community Director and inspire
them for the development of the new Sameunderneath location.
BUSINESS STRATEGY
30 seconds to speak your mindWe have developed a promotion that will give an opportunity for
people to interact with Sameunderneath and each other while
spreading the Sameunderneath brand values. People can submit
a 30 second video of themselves saying whatever they want about
what they care about, whether it be politics or philosophy. The
videos will be posted on the Sameunderneath website and YouTube.
Website visitors will be able to vote for their favorite and the winner
will have their video aired in movie theaters.
This promotion will be publicized through outdoor posters located
on the walls of Portland buildings and through passed-out handbills
printed on handmade seed paper. In addition, this promotion has the
potential to turn into an extremely successful viral campaign because
of its presence online, which will in turn increase its publicity. The
user’s desire to speak their mind and broadcast their thoughts to
the world will be rousing. This has the chance to spread quickly as
people will forward the site to friends that have big ideas as well.
magazineInstead of placing ads in a consumer magazine, Sameunderneath
will benefit more from producing its own free, branded quarterly
magazine, which will be available in Sameunderneath stores.
The magazine will focus on local events and features but will
also incorporate fashion spreads to display the Sameunderneath
line. Local writers will be supported by giving them an opportunity
to publish their poetry, fiction and non-fiction work. The editorial
content will also be posted on the Sameunderneath website to
add another layer of interactivity. As Sameunderneath opens
additional stores across the US, the magazine will have regional
focuses that will include area specific content, guided by the
Community Directors.
t-shirt challengeTo capitalize on the individuality of
each Sameunderneath location, a
t-shirt design promotion has been
developed. The Sameunderneath
website will host a competition where
designers can submit designs for a
local t-shirt. The designs will be voted
on by locals, and the winning shirt
in each location will be produced
and sold only in their local boutique.
This creates limited edition t-shirts
that have great local value and also
supports local artists. In addition,
this will create an opportunity to have
people in different Sameunderneath
communities interact with each other.
PROMOTIONS
outdoor wallscapesWe have developed two poster series that have different objectives;
however both will direct viewers to Sameunderneath.com. The
outdoor posters will feature a snapshot of the lives of people living
the Sameunderneath lifestyle and will spark the viewer’s curiosity.
The posters will be produced in various sizes and will be placed on
the sides of buildings in high traffic areas.
The first series will promote the Sameunderneath brand, capitalizing
on various Portland locales. These will express the connection
between people but still tie in to the local community. This series will
be updated with each new fashion season to add visual interest and
increase awareness for the clothes line.
The second series will publicize Sameunderneath promotions,
such as 30 Seconds to Speak Your Mind. These are more
typographically driven to serve as a distinction from the first
series of posters. This series can be updated as new promotions
are developed and take place.
As Sameunderneath gains brand awareness and momentum, it
should sponsor local artists and place their artwork on the walls of
Portland and beyond. This is one more way to support local artists
and forge a stronger connection with the community.
Sameunderneath currently sponsors local musicians and artists with events,
promotions and company internships. These are excellent ways to connect
with the community and develop a loyal customer base. Sameunderneath
should continue these sponsorships and partnerships but also seek new and
larger opportunities.
Sameunderneath would benefit from sponsoring events such as the Portland
International Film Festival. This will give Sameunderneath exposure to a
wide audience, many who share the creative values of Sameunderneath.
Film festivals are a simple way to stay connected to local communities
throughout the expansion of the brand. Ultimately, the creation of a
Sameunderneath film festival would be a great way to add another layer
of interaction for your audience.
Sameunderneath will also sponsor the Ignite Lecture Series in order to
incorporate the brand’s educational element. Ignite features short, fast-paced
presentations delivered by local progressive and forward thinking individuals.
Each speaker is allocated five minutes to speak with 20 automatically rotating
slides to share their idea, story or experience. Lecture topics are not limited
and have ranged from “The Evolution of our Social Brains” to “Making Cranes,
Not War”. Each biannual event attracts hundreds of the community’s top idea
people.
Within Portland, Sameunderneath will host a Community Art Show. The
show will be held at the Portland Armory, which is a LEED certified building.
This event will serve as a creative center for local artists to present their work
and talents including artwork, music, and poetry. The first community art event
will be held in Portland and eventually expand to other Sameunderneath cities.
Sameunderneath has a goldmine of PR opportunities, both online and in traditional media.
The brand is already invested in social responsibility and will only increase its activities in this
area as it grows. It is important to reach out to and forge relationships with local journalists and
ultimately, maintain them.
Regular press releases are necessary, but Sameunderneath must go beyond this basic
PR requirement. Sameunderneath should invite the press to Sameunderneath sponsored
events in addition to store events. Be sure to utilize all available resources and attend events
involving all the things Sameunderneath cares about, whether it’s a political meeting or an
educational fundraiser.
There is a huge potential for growth in the online presence for Sameunderneath. By talking
about Sameunderneath on blogs, linking the Sameunderneath URL from blogs and commenting
on blogs with relevant Sameunderneath topics, more traffic will be generated for the
Sameunderneath website. Additionally, the more websites that link to the Sameunderneath
website, the more credibility and priority the website will have with search engines.
Beyond this however, Sameunderneath needs to create relationships with relevant bloggers
instead of just barraging them with information. Sameunderneath already has some exposure
with bloggers, but most of the written content is not recent. Sameunderneath needs to make
regular efforts to connect and re-connect with bloggers. If they are local, invite them to visit the
store and have lunch. If they are not local, try and speak with them on the phone so you can
have a more personal interaction.
In the end, bloggers have control of the information they post about your company, by making
a personal connection with them, Sameunderneath will have the chance to clarify its brand and
increase the chances of positive reviews. Community Directors will take the lead in contacting
the local bloggers and maintaining these relationships.
SPONSORSHIP/PARTNERSHIPS PUBLIC RELATIONS
We have not developed a strict timeline for Sameunderneath because the business should
develop at its own pace. Instead, we have created phases for Sameunderneath activity and
expansion. Certain elements in our plan are meant to be built upon. The strategy behind our
ideas is that they are all scalable. This means they can start small and local now and grow with
Sameunderneath and expand on a national level. Phases will allow for sustainable growth. Each
phase will provide a solid platform to launch into the next, larger, phase.
Sameunderneath has the potential to be an extremely successful lifestyle brand that is both
grounded in local communities and successful on an international level. However, this sort
of achievement will not happen overnight, but with careful brand development and business
strategy. The key will be informing people that Sameunderneath is more than a clothing brand.
Sameunderneath will invite all people, of all walks of life to realize that they have differences, but
the things that draw us together are the most important. As Sameunderneath invites all people
to be part of and interact with the brand, Sameunderneath will become an authentic part of their
lives in a multidimensional fashion.
PHASES
CONCLUSION
Website Relaunch
Outdoor Wallscapes
Magazine
Documentary Series
Local Sponsorships
30 Seconds to Speak Your Mind
T-Shirt Challenge
Public Relations
Banner Ads
Community Art Gallery
one
West Coast Store Expansion
Community Directors
Iconic Wallscapes
Regional Sponsorships
National Expansion
National Sponsorships
Sameunderneath Film Festival
Artist Wallscapes
three
two