Brand Strategy: Re__inc

Transcript

1. Rocio, Natalie, Sarah and Carter RE -INC BRAND MARKETING PITCH
2. STRATEGY OVERVIEW Build Awareness Re-Imagine with Us Return the Love
3. Current Audience EXPERIENCED CHANGEMAKERS US Women Soccer Fans Artistic Outspoken Bettering Themselves @kariskeem, age 30
4. Brand Loyalty Re-inc's Mission Tools Offered Community Empowered Heard
5. New Audience BUDDING CHANGEMAKERS Expressive Educate Discovering Individuality Ages 17-24
6. Shared Values Mindfulness/Intentionality Freedom(Self-expression) Equality Justice
7. "Having a community is motivating for sure, especially meeting other woman older than me that are successful within the music industry. It is very therapeutic to hear." -INES LALONDE, SENIOR RECORDING ARTS MAJOR
8. USER DRIVEN DESIGN COMPETITION BRAND STRATEGY ACTIVATION:
9. RE-IMAGINE WITH TOBIN HEATH BRAND STRATEGY ACTIVATION:
10. INSPIRATION RE-DESIGN CONTEST
11. RE-DESIGN CONTEST Creators submit designs online, re-inc selects 4 finalists Use social channels to drive voting on website Winner designs select pieces with Tobin Heath Portion of sales donated to cause of artists choice Applied to Re-inc
12. @ti_draw
13. AWARENESS
14. AWARENESS B L O G P O S T S Information on website
15. FOR LONG-TAIL KEYWORD "INTERNALIZED RACISM" SEO BLOG CONTENT
16. SEO BLOG CONTENT FOR LONG-TAIL KEYWORD "INTERNALIZED RACISM"
17. POTENTIAL AWARENESS IF OPTIMIZED CORRECTLY, THAT BLOG POST CAN RECEIVE CLOSE TO 3,000 ORGANIC CLICKS PER MONTH
19. 94% IF A BRAND OFFERS COMPLETE TRANSPARENCY OF MILENNIALS WILL BE LOYAL TO THAT BRAND https://www.labelinsight.com/hubfs/2016_Transparency_ROI_Study_Label_Insight.pdf
20. https://www.hubspot.com/instagram-marketing
21. OF INSTAGRAM USERS HAVE DISCOVERED A NEW PRODUCT OR SERVICE ON THE PLATFORM 83% More than https://www.hubspot.com/instagram-marketing
23. AWARENESS B L O G P O S T S Information on website
24. AWARENESS S O C I A L M E D I A P O S T S B L O G P O S T S Information on website
25. Know someone who's inspired you to redefine and reimagine the status quo? Tell us about them and how they're leading the way for current and future changemakers to be featured on our social media and website. RECOGNIZE A CHANGEMAKER To top if off we'll even send some extraordinary changemakers re-inc merch to help share our pride redefining the status quo! We want to hear from you! At re-inc we're all about creating a space where we can learn and work together to transform our communities. RE-INC GIVEAWAY CALLING ALL CHANGEMAKERS WIN RE-INC MERCH FOR YOU & A FELLOW CHANGEMAKER Learn More > re_inc TELL US ABOUT SOMEONE WHO INSPIRES YOU TO REDEFINE & REIMAGINE THE STATUS QUO Submit a Changemaker
26. RE-COMMENDATIONS HIGHLIGHT 5 IG ACCOUNTS EVERY SUNDAY Based on submissions from earlier
27. H I S P A N I C H E R I T A G E M O N T H N A T I O N A L W O R L D K I N D N E S S D A Y A S I A N A M E R I C A N A N D P A C I F I C I S L A N D E R H E R I T A G E M O N T H COMMUNITY HIGHLIGHTS B R E A S T C A N C E R A W A R E N E S S W E E K
28. ENGAGEMENT
29. 60.6% WHEN LOOKING TO ENGAGE WITH A BRAND'S WEBSITE & ONLINE COMMUNITY RANKED EDUCATION & CONVERSATION AS MOST IMPORTANT n=71
30. ENGAGEMENT
31. ENGAGEMENT F A C T S H E E T S Email & Social Media
32. FACT SHEETS W H Y S H O U L D Y O U J O I N T H E R E - I M A G I N E R C O M M U N I T Y ? H O W T O E N G A G E I N D I F F I C U L T C O N V E R S A T I O N S H O W T O B E A G O O D A L L Y M E E T T H E A R T I S T & T H E I R C A U S E G E T I N V O L V E D : H O W T O D O Y O U R P A R T
33. ENGAGEMENT F A C T S H E E T S Email & Social Media
34. ENGAGEMENT F A C T S H E E T S Email & Social Media I N F O R M A T I O N A L V I D E O S
35. PRODUCTION STORY
36. PRODUCTION STORY INTERNAL BRAND HIGHLIGHTS
37. MEET THE ARTISTS RE-IMAGINE WITH MIA
38. CONVERSION
39. CONVERSION T A R G E T I N G Instagram funnel
40. INSTAGRAM FUNNEL
41. INSTAGRAM FUNNEL RE-ENGAGE WITH DM IF NOT YET...
42. INSTAGRAM FUNNEL RE-ENGAGE WITH DM IF NOT YET...
43. CONVERSION T A R G E T I N G Instagram funnel
44. CONVERSION T A R G E T I N G Instagram funnel M E M B E R S H I P F R E E T R I A L For participants
45. STRATEGY OVERVIEW Build Awareness Re-Imagine with Us Return the Love
46. THANK YOU!
47. Rocio, Natalie, Sarah and Carter RE -INC APPENDIX
48. PLOT ARCHETYPE: OVERCOMING THE MONSTER THE MONSTER(S) Bias Privilege Inequality Injustice
49. DISRUPTIVE & REBELLIOUS Clothing Conversation Challenge the status quo CHARACTER ARCHETYPE: THE OUTLAW
50. STRENGTHS S.W.O.T U.S. WOMEN'S SOCCER TEAM LOYAL FANS POWERFUL CONNECTIONS CLEAR MESSAGE
51. WEAKNESSES S.W.O.T BRANDING = NOT CLEAR LACK OF COMMUNITY MIXED MESSAGING
52. OPPORTUNITIES S.W.O.T INCLUSIVE PRICING ACTIVE COMMUNITY HIGHLIGHT FOUNDERS CLEAR BRAND AND SOCIAL MEDIA
53. THREATS S.W.O.T LOSS OF FOLLOWING COMPETITION - HAVE A CLEAR WHY NEGATIVE REVIEWS
54. More Affordable Less Affordable High Societal Impact Low Societal Impact Competitors
55. Competitors ARCHETYPE COMPARISON T H E H E R O The Quest T H E L O V E R Overcoming the Monster T H E O U T L A W Overcoming the Monster
56. Competitors ARCHETYPE COMPARISON W A R R I O R , " W H E R E T H E R E ' S A W I L L T H E R E ' S A W A Y " H E L P O T H E R S , " L O V E Y O U R N E I G H B O R A S Y O U R S E L F " R E B E L , F I G H T & O V E R T U R N W H A T ' S N O T W O R K I N G
57. Competitors ARCHETYPE COMPARISON W A R R I O R , " W H E R E T H E R E ' S A W I L L T H E R E ' S A W A Y " The Quest H E L P O T H E R S , " L O V E Y O U R N E I G H B O R A S Y O U R S E L F " Overcoming the Monster R E B E L , F I G H T & O V E R T U R N W H A T ' S N O T W O R K I N G Overcoming the Monster
58. Content Performance INSTAGRAM HIGHEST PERFORMANCE up to 15% engagement with 100k followers higher than competitors (avg 2-3%) TWITTER MEDIUM PERFORMANCE heavy visual content promoting apparel, not news or resources OTHER WIDE VARIETY OF PLATFORMS Pinterest, Facebook, Youtube, Spotify not curated enough, low visability
59. TOP SOCIAL MEDIA POSTS CHARACTERISTICS Highlight images of the four founders Original content- Art or Video
60. 71% INSTAGRAM IS USED BY OF 18-24 YEAR OLDS BECAUSE STUDENTS WANT PICTURES AND GRAPHICS TO GLANCE AT RATHER THAN HAVING TO READ A POST https://steeladvertising.com/top-3-marketing-tactics- to-reach-college-students-today/
61. 12% LESS ON AVERAGE, LGBTQ WOMAN MAKE COMPARED TO THE AVG HETEROSEXUAL WOMAN https://www.nbcnews.com/know-your-value/feature/pride-month-12-key-numbers-highlighting-economic- status-challenges-lgbtq-ncna1231820
62. POVERTY RATES DIFFER BY SEXUAL ORIENTATION IDENTITY https://www.nbcnews.com/know-your-value/feature/pride-month-12-key-numbers-highlighting-economic- status-challenges-lgbtq-ncna1231820
63. 54.5% SAID PRICE WAS MOST IMPORTANT WHEN SUPPORTING A BRAND Price 54.5% Ethically Produced 18.2% Cool Designs 4.5% Branding/Public Figure Association 6.1% Product Quality 16.7%
64. 56% IF A BRAND OFFERS COMPLETE TRANSPARENCY OF MILENNIALS WILL BE LOYAL TO THAT BRAND https://www.forbes.com/sites/forbescommunicationscouncil/2017/08/08/the-path-to- millennial-spend-is-paved-with-transparency/#632691bd40d1 FOR LIFE
65. THE AMOUNT OUR MILENNIAL TARGET MARKET SPENDS Each year $600B https://www.forbes.com/sites/forbescommunicationsc ouncil/2017/08/08/the-path-to-millennial-spend-is- paved-with-transparency/#632691bd40d1
66. CONSUMERS & BRAND TRANSPARENCY 7 8 % O F A L L S U R V E Y R E S P O N D E N T S Said they trust a brand more if it offers product transparency 8 3 % O F M I L E N N I A L M O M S Aged 18-34 said it was important C O N S U M E R S L I K E L Y T O S T A Y F O R T H E L O N G H A U L When switching to a brand in favor of increased transparency https://www.forbes.com/sites/forbescommunicationsc ouncil/2017/08/08/the-path-to-millennial-spend-is- paved-with-transparency/#632691bd40d1
67. Gender and Social Inequity Lesbian respondents reported earning an avg annual salary of $45, 606 versus $51, 461 reported by heterosexual women The earnings gap was even wider between gay men ($56, 936) and heterosexual men ($83, 469) For every $1 a man in a married opposite-sex couple received, a married woman in an opposite-sex couple earned $0.63 A married woman in same-sex couple earned $0.79 — or $0.16 more than her straight counterpart. 2005 2010 2015 2020 https://www.nbcnews.com/know-your- value/feature/pride-month-12-key-numbers- highlighting-economic-status-challenges-lgbtq-
68. EDUCATION The majority of Activists have more than a high school education
69. SOCIAL MEDIA AND SOCIAL ACTIVISM Black social media users are more likely than white or hispanic users to say they've recently encouraged others to take action
70. 12,000 THE FEDERAL POVERTY LEVEL FOR A SINGLE-PERSON HOUSEHOLD https://www.nbcnews.com/know-your- value/feature/pride-month-12-key-numbers- highlighting-economic-status-challenges-lgbtq-
71. LBTQ + COMMUNITY 2 2 % O F P E O P L E E A R N L E S S Than that compared to 16% of non-LBTQ people 3 0 % P O V E R T Y R A T E In bisexual women and transgender people, the highest of all sexual orientations https://www.forbes.com/sites/forbescommunicationsc ouncil/2017/08/08/the-path-to-millennial-spend-is- paved-with-transparency/#632691bd40d1
72. RISE OF SUBSCRIPTION BASED BUSINESS MODELS ONLINE SUBSCRIPTION MARKET HAS GROWN BY 100% EVERY YEAR LARGE RETAILERS GENERATED CLOSE TO $3B IN SALES IN 2016 up from $57 million in 2011 70% OF BUSINESS LEADERS say subscription business models will be key to their prospects in the years ahead Source: Global Banking and Finance Review
73. 4 Factors Driving Subscription P R I C E Started with Costco, cost effective to pay annual membership and receive lower prices P E R S O N A L I Z E D Ex. Blue Apron, tailored to tastes C U R A T I O N Different from personalization, expert pulling together pieces to make an exceptional product https://www.forbes.com/sites/forbestechcouncil/2019 /08/12/whats-behind-the-rise-of-the-subscription- model/#7f3352e835c3 C O N V E N I E N C E Replenishment, curation and access
74. SUBSCRIPTION ADOPTION BY GENDER
75. SUBSCRIPTION ADOPTION BY TYPE
76. Our Objectives BUILD A THRIVING BRAND COMMUNITY MAKE RE-INC MORE INCLUSIVE TELL RE-INC'S BRAND STORY IN A CLEAR, AUTHENTIC WAY INCREASE THE TRANSPARENCY OF RE- INC
77. Building Brand Community “"A brand must exist to serve the people in its community versus the brand itself” “"The brand must recognize the community is the rightful owner of the brand” https://hbr.org/2009/04/getting-brand-communities- right
78. WHY BRAND COMMUNITY?: -BENEFITS- LOYALTY AND CONSISTENCY SHARPEN BRAND IDENTITY Brand communities provide brands consistent and loyal customers Brand communities help sharpen and build a clear brand identity
79. Myth: Build the brand and the community will follow The Reality: Engineer the community and the brand will be strong Harvard Business Review: https://hbr.org/2009/04/getting-brand-communities-right
80. Engineering the Community W E L C O M I N G Welcoming new members of community in effective way E M P A T H I Z I N G Offering emotional/physical support to members. G O V E R N I N G Articulating behavioural expectations within brand community Social- Networking
81. Engineering the Community S T A K I N G Recognizing variance within the brand community M I L E S T O N I N G Noting Seminal events in brand ownership and consumption D O C U M E N T I N G Detailing the brand relationship journey in a narrative way. Community Engagement
82. Engineering the Community I M P A C T Detailing and Communicating impact of the community on members and community C U S T O M I Z I N G Modifying brand to suit group-level of individual needs G R O O M I N G Caring for and monitoring brand community Brand Use
83. STRATEGY OBJECTIVES STRUCTURE BRAND COMMUNITY DRIVE AWARENESS RECOGNIZE MEMBERS Foster stronger relationship with existing & perspective new re-inc users Emphasis on clarity & transparency on media channels Prioritize reimaginers to drive other conversions
84. Benefits of re-design contest D r i v e O n l i n e E n g a g e m e n t Utilizing Instagram to drive online traffic & access other information R e c o g n i z e C o m m u n i t y M e m b e r s Which fosters greater loyalty and vocalization E x e m p l i f i e s R e - i n c C a u s e Of challenging norms via art and production transparency
85. WHY? WE EXIST TO REIMAGINE THE STATUS QUO WHY: Reimagine the status quo HOW: Engineer a community of Like- minded Change- makers What: Events, Merchandise, Original Content
86. Audience Profiles EXPERIENCED CHANGEMAKER Y E A R S O L D N E W Y O R K C I T Y S T A R T U P C O M P A N Y Founding Member 27 Claire
87. Top 15 Words n=71
88. n=71
89. About OF INSTAGRAM USERS FOLLOW AT LEAST ONE BUSINESS INSTAGRAM USERS ACTIVE MONTHLY OF INSTAGRAM USERS HAVE DISCOVERED A NEW PRODUCT OR SERVICE ON THE PLATFORM 90% 83% $1B There are more than More than https://www.hubspot.com/instagram-marketing
90. 62% OF RESPONDENTS SAID THEY GO ONLINE TO WEBSITES TO FIND INFORMATION ABOUT BRANDS AND SERVICES https://www.marketingcharts.com/advertising-trends- 83543#:~:text=Close%20to%20two%2Dthirds%20(62,than%20from %20advertising%20(33%25).
91. https://blog.marketo.com/content/uploads/2014/08/Generation-Z-Marketings-Next-Big-Audience.png Source: Meet Generation Z: Forget Everything You Learned About Millennials, by Sparks & Honey
92. Barriers to Activism FINANCIAL & FAMILY RESPONSIBILITIES LACK OF MOVEMENT LEADERS/ORGANIZERS NO SIMILAR-MINDED COHORTS FEAR OF VERBAL CONFRONTATIONS FAMILY IDEOLOGY https://scholarworks.wmich.edu/cgi/viewcontent.cgi?article=1014&context=jcp Source: Sanford, Journal of Communication Pedagogy
93. Barriers to Leadership for Women S T R U C T U R A L B A R R I E R S I N S I T U T I O N A L M I N D S E T S I N D I V I D U A L M I N D S E T S Source: Dr. Andews, Training Industry L I F E S T Y L E C H O I C E S https://trainingindustry.com/magazine/issue/gender-barriers-and-solutions-to-leadership/
94. "I remember feeling so frustrated because I did not know intentions of other producers because I was a girl" -INES LALONDE, SENIOR RECORDING ARTS MAJOR
95. "The most activism I did in high school was . . . more participation. College was when I took a leadership role . . . There's a huge [time] commitment to educating yourself, especially as women and young people, to combat those who will call you out." -ALICE T. | ENVIRONMENTAL STUDIES MAJOR| RECENT GRAD
96. "It would be good if they had a questionnaire in which they ask what industry we are interested in, and choose from a range of speakers. People like to watch things that will help them in their own lives." -INES LALONDE, SENIOR RECORDING ARTS MAJOR
97. PODCASTS re energize Mid-week morning boost Overcoming energy lows re ignite Learn about & discuss early changemakers Light the fire within
101. BORDER FOR IG REPOSTS
102. THINK R E - I N C I S T H E U N I F O R M O F C H A N G E M A K E R S E V E R Y O N E C A N C H A L L E N G E T H E S T A T U S Q U O
103. THINK FEEL E V E R Y O N E C A N C H A L L E N G E T H E S T A T U S Q U O E M P O W E R E D , N U R T U R E D A N D H E A R D R E - I N C I S T H E U N I F O R M O F C H A N G E M A K E R S
104. THINK DO E V E R Y O N E C A N C H A L L E N G E T H E S T A T U S Q U O E N G A G E , R E - I M A G I N E , I N S P I R E FEEL E M P O W E R E D , N U R T U R E D A N D H E A R D R E - I N C I S T H E U N I F O R M O F C H A N G E M A K E R S