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Skillshare/Vastrm final assignment
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Transcript of Skillshare/Vastrm final assignment
VastrmSkillshare Assignment- Carla Hizon
Brief Recap
The Product
The Opportunity
The Audience
The Insight
The Proposition
Plan of Attack
The Numbers
BRIEF RECAP
Business Problem
Consumers are unaware that Vastrm exists
Objective
Drive 100k people to the Vastrm website by June 2013 to learn more about the product
Budget
$20k
THE PRODUCT
VastrmCustom polo shirts fit for your shape
Solves the problem of bad fit through TRUE customisation (not just colour and design)
Determine and save your ‘Vastrm fit ID’Try on samples at home
Common, standard item of clothing
Origins lie in traditionally upper class sports (tennis, polo, golf), casualising the sport’s attire for more comfort
Features (breathable material, short sleeves, pique collar) allows for ease of play, movement and comfort
The polo shirt
Source: Wikipedia
From its sporting origins, the polo has become the unofficial standard for ‘business casual’
Used for uniforms across a number of sectors e.g. semi-professional industries, retail, trade and maintenance, schools
Common giveaway during events and promotions
The go-to option when a t-shirt is deemed too casual
Brands from Sears and Kmart, to Ralph Lauren and Lacoste feature a polo shirt within their product lines
This vast spectrum is testament to the shirt’s widespread appeal and saturation
Source: Twitter Advanced Search
So if a polo shirt is so easy to come by, why bother with ‘custom fit’ polos?
Why is custom fit so appealing?
Custom fit implies that a garment is tailored
Which creates an opportunity to appeal beyond a product’s rational benefits
The polo as we know itComfortable
Allows for ease of movement and flexibility
Can be worn to work because it counts as ‘business casual’
Is easily available and comes in a range of sizes and colours
If I buy a Lacoste or Ralph Lauren polo I still associate myself with luxury brand names
THIS IMPLIES
EVERYDAY COMMON STANDARD MASS UNIFORM
The appeal of custom fitSynonymous with tailored suits and shirts
One-off garment, specifically sized for your body
Allows for personalisation
Creates additional value, there is a perceived level of craftsmanship that people are willing to pay for
THIS IMPLIES
INDIVIDUAL SPECIAL TAILORED
THE OPPORTUNITY
POLO SHIRT
everyday
common
standard
a mass uniform
CUSTOM FIT
individual
special
tailored
Perceptions of polo shirts don’t match the concept of custom fit.
OPPORTUNITY:
To solve the business problem, we need to resolve the disconnect between ‘custom fit’ and Vastrm polo shirts.
THE AUDIENCE
Currently defined as...Corporates and golfers
25-35 years old
Predominantly male
Source: Vastrm Website and Facebook Page, Google AdPlanner ‘Men’s Clothing’ and ‘Golf’
BUT...
To achieve our objective we need to reach out to a wider audience.
The current audience are also being targeted by established brands who currently dominate the polo shirt market. Their big budget’s dictate that we need to look for a new audience.
Source: Qantcast
LacosteTargeting similar audience of older, more affluent adults
Source: Qantcast
Ralph LaurenTargeting 25 years old and older, affluent adults
POLO SHIRT
comfort
ease of movement
breathable material
multi-purpose- for work and social uses
CUSTOM FIT
individual tailoring to fit body shape and size
allows for personalisation
We need an audience segment that desires the benefits of the polo shirt AND a custom fit.
We know interest in custom polos is growing
And those seeking tailored clothing share similar demographics to the current audience
Source: Google Trends, Google AdPlanner ‘Men’s Clothing’ and ‘Suits and Business Attire’
Enter... The Big Man
The target audience have been selected based on the key problem Vastrm solves.
The problem of FIT.
2 in 3 Americans are overweight or obese. 74% of this population are male.
These big men also tend to be in slightly higher income jobs so don’t alienate current corporate audience segment.
By targeting based on pure physicality, we have the numbers to create increased awareness for Vastrm.
Source: NCHS 2010, NIDDK 2010-2012
THE BIG MAN- THINK
Big Men perceive themselves as either
‘BIG = I’m fat’ or ‘BIG = I’m a bull’
The first is unhappy with their size and are focused on weight loss.
The other are coming to accept their size, finding a sense of pride in their shape.
Source: ‘The Fat Man Walking’ Website, ‘The Fat Lazy Guys’ Blog, Big Fat Blog
THE BIG MAN- FEEL
Irrespective of the way big men perceive themselves, they are tired of the miracle pills, fad diets. Both feel a pressure to lose weight or appear smaller in size.
Source: ‘The Fat Man Walking’ Website, ‘The Fat Lazy Guys’ Blog, Big Fat Blog
THE BIG MAN- DO
Fashion does not favour the big man. Shopping is hard and means automatically reaching for the standard XL or XXL, which may not always flatter their shape.
Source: ‘The Fat Man Walking’ Website, ‘The Fat Lazy Guys’ Blog, Big Fat Blog
THE INSIGHT
CONTEXT OF THE BRIEF
Associate Vastrm polo shirts with the concept of custom fit
CURRENT BEHAVIOUR
Big men automatically reach for the XL or XXL when buying clothes
INSIGHT
Big men don’t know how to style for their body shape because they buy to hide their size.
THE PROPOSITION
INSIGHT
Big men don’t know how to style
for their body shape because
they buy to hide their size.
BRAND
Solves the problem of bad fit through TRUE customisation.
DISCOVER YOUR TRUE FORM
DISCOVER YOUR TRUE FORM
POLO SHIRT
comfort
ease of movement
breathable material
multi-purpose- for work and social uses
CUSTOM FIT
individual tailoring to fit body shape and size
allows for personalisation
try on samples at home
&
For the big man, Vastrm polo shirts combine the benefits of the polo shirt and the concept of custom fit.
PLAN OF ATTACK
Strategy
THE VIRTUAL TAILOR FOR THE BIG MAN
Within the limited clothing choices that exist for big men, the polo shirt provides neutral ground. It’s style provides some structure of big men, that’s more forgiving than a t-shirt.
As the majority of the audience cannot afford to regularly buy Ralph Lauren and Lacoste (brands known for their tailoring and status), big men are left with low to mid tier brands that provide standard-sized, big-as-a-blanket polo shirts.
Big men aren’t going to pay for a shirt that reinforces ‘fat’.
Vastrm will become the champion for big men.
The brand will be positioned as the virtual tailor, providing cost effective polo shirts that are crafted to truly fit our target’s shape.
Creative ideaBIG MEN BODY SHAPE SCALE
Women know what shape they are- apple, pear, hourglass, triangle or diamond.
Men aren’t given as many options.
Apparently there are 3 main types, and big men are all categorised under ‘endomorphs’. Translated, its just ‘big’.
Source: ‘Muscle and Strength’ Website
We will develop a new body shape scale for big men, capturing the nuances that exist within their bodies. By doing so we will help them determine the styles and fit that will work best for them.
The new scale will be developed exclusively for Vastrm and will be incorporated into the existing ‘Fit ID’ system. The scale will use names such as ‘bear’ and ‘bull’ to describe body types/features.
Through the new Vastrm body scale we will instil a sense of pride, individualism and confidence within our audience. By doing so we give back their vanity and help them to discover their true form.
Budget considerationsWe need to solve and achieve the following:
Brand Problem- Consumers are unaware that Vastrm exists
Business Objective- Drive 100k people to the Vastrm website by June 2013 to learn more about the product
Communications Objective- Associate Vastrm polo shirts with the concept of custom fit
HOWEVER
We cannot achieve this based on the $20k budget. What follows is what can be implemented within budget and what is over and above.
$20k Budget
Due to the limited budget, the activity outlined (based on the $20k budget) can only deliver an estimated 20 - 30k visits to the Vastrm website.
Big comes in many forms (Jan-Feb 2013)
Finding my true shape(Mar-May 2013)
Buying for my true shape(May-Jun 2013)
Launch of the Vastrm body shape scale.
Seed messaging that big doesn’t just mean ‘fat’ and that a tailored fit exists for big men through Vastrm custom fit polo shirts.
Showcase each of the Vastrm big men body shapes.
Provide tips on how to dress better for big men and how Vastrm shirts are suited to big men.
Facebook promotion will encourage trial.
Reinforce messaging that Vastrm is custom fit. All messaging to include price points.
• Launch of refreshed website• Influencer outreach
• Blogger outreach• Facebook promotion (product
giveaway) and advertising• Refreshed website to facilitate
purchase
Big Men who are currently limited to buying XL or XXL
Purchase a Vastrm polo with the knowledge that it
truly fits their shape.
Digital ecosystemVastrm WebsiteShowcase the new body shape scale.Messaging and copy updated.Fit ID fuctionality will incorporate the new body scale
Influencer OutreachThe body shape scale will be seeded to influential bloggers )either on a weight loss journey or showing ‘big’ pride). Bloggers will have first access to new website and will be provided with product to sample. In exchange they are encouraged to provide a write up about the experience and Vastrm.
Activity to drive traffic back to website
1. BIG COMES IN MANY FORMS
Vastrm Website
Influencer Outreach
Activity to drive traffic back to website
Facebook PromotionFacebook promotion will promote different body types. Entries based on “Show the outfit that makes the best out of your least favourite body part”
Vastrm url will be provided as a further reference point.
Facebook AdvertisingComplementary ads will drive competition entries Activity to drive to
Facebook promo app
2. FINDING MY TRUE SHAPE
FB content during promotion period will drive traffic to website to explore the Vastrm body scale in more detail.
Vastrm Website
Facebook Advertising
3. BUYING FOR MY TRUE SHAPE
Activity to drive traffic back to website
$70k Budget
To increase the viability to reach the 100k visit target, an increase in budget is recommended. This allows for richer and increased activity during the proposed time period, predominantly through the inclusion of an exclusive partnership.
Big Men who are currently limited to buying XL or XXL
Purchase a Vastrm polo with the knowledge that it
truly fits their shape.
Big comes in many forms (Jan-Feb 2013)
Finding my true shape(Mar-May 2013)
Buying for my true shape(May-Jun 2013)
Launch of the Vastrm body shape scale.
Seed messaging that big doesn’t just mean ‘fat’ and that a tailored fit exists for big men through Vastrm custom fit polo shirts.
Showcase each of the Vastrm big men body shapes.
Provide tips on how to dress better for big men and how Vastrm shirts are suited to big men.
Facebook and Jenny Craig promotion will encourage trial.
Reinforce messaging that Vastrm is custom fit. All messaging to include price points.
• Launch of refreshed website•Sponsorship with Jenny Craig for Men• Influencer outreach
•Sponsorship with Jenny Craig for Men• Blogger outreach• Facebook promotion (product
giveaway) and advertising
• Facebook advertising• Refreshed website to facilitate
purchase
Digital ecosystemVastrm WebsiteShowcase the new body shape scale.Messaging and copy updated.Fit ID fuctionality will incorporate the new body scale
Influencer OutreachThe body shape scale will be seeded to influential bloggers )either on a weight loss journey or showing ‘big’ pride). Bloggers will have first access to new website and will be provided with product to sample. In exchange they are encouraged to provide a write up about the experience and Vastrm.
Activity to drive traffic back to website
Jenny Craig For Men Exclusive SponsorshipExclusive partnership developed with Jenny Craig for Men, will allow access to the target audience who are in the process of loosing weight and will require new clothes with better fit.
Partnership will introduce the Vastrm body shape scale to the Jenny Craig community through shared content with JCFM existing paid media channels.
Activity to drive traffic back to website
1. BIG COMES IN MANY FORMS
Vastrm Website
Influencer Outreach
Activity to drive traffic back to website
Activity to drive to Facebook promo app
Facebook Promotion
Facebook Advertising
Jenny Craig For Men Exclusive SponsorshipPartnership will continue, where exclusive promotion to the JC4M community will have the opportunity to win product.
2. FINDING MY TRUE SHAPE
FB content during promotion period will drive traffic to website to explore the Vastrm body scale in more detail.
Vastrm Website
Facebook Advertising All activity to drive back to website
Jenny Craig For Men Exclusive Sponsorship
3. BUYING FOR MY TRUE SHAPE
THE NUMBERS
What will success look like?
Increased visits to the Vastrm website
Increased awareness of the Vastrm brand
Big men connecting the concept of custom fit with Vastrm polo shirts
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
RETENTION
20. 000 visitors to the Vastrm website3,333 visitors to the Vastrm Promo App from Facebook Advertising
1,000 entries for our Facebook promotion
4,166,250 impressions from Facebook Advertising (driving to the promo app)5 articles in relevant blogs and websites
1,000 purchases of the product
Our Facebook community has doubled. With a 5% weekly interaction rate.
Vastrm begins to become the polo of choice for big men
$20K BUDGET
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
RETENTION
100. 000 visitors to the Vastrm website3,333 visitors to the Vastrm Promo App from Facebook Advertising2,000 entries for our Facebook and Jenny Craig for Men promotions
4,166,250 impressions from Facebook Advertising (driving to the promo app) 8 articles in relevant blogs and websites
1,500 purchases of the product
Our Facebook community has doubled. With a 5% weekly interaction rate.
Vastrm becomes the polo of choice for big men
$70K BUDGET
Budget- $20k
Website Refresh- $8k(including creation of body shape scale, update of messaging and update of Fit ID functionality)
Influencer Outreach- $4k
Facebook Promotion - $4k(including community management, product giveaway, promotion app)
Facebook Advertising- $4k
Budget- over and aboveWebsite Refresh- $12k(including creation of body shape scale, update of messaging and update of Fit ID functionality)
Sponsorship with Jenny Craig for Men- $40k(includes exclusive partnership, content collaboration and access to Jenny Craig male audience)
Influencer Outreach- $10k
Facebook Promotion - $4k(including community management, product giveaway, promotion app)
Facebook Advertising- $4k
TOTAL= $70k
In summary
Consumers don’t know that Vastrm exists
BUT to raise awareness we need resolve the disconnect between polo shirts and the concept of custom fit
Vastrm solves the problem of bad fitting polo shirts
For big men who have only ever bought XL and XXL, Vastrm allows them to discover their true form