SeaStraws Brand Blueprint

SEASTRAWS

A direct-to-restaurant branding strategy Katie Fischer Aly Edwards Ashley Terry Chris DiMeo Kapri Beck Taylor Frint

Anonymous Dolphin Agency

meet the team

Aly Edwards

Ashley Terry

Katie Fischer

Chris DiMeo

Taylor Frint

Kapri Beck

Editor and Brand Strategist

Designer and Analyst

Brand Analyst

Designer and Analyst

Editor and Brand Strategist

Account Executive 2

I. Discovery

Overview SeaStraws is a company that aims to promote sustainability and the goal of a plastic-free world through the use of environmentallyfriendly drinking straws. It produces both compostable paper straws for businesses and silicone or metal reusable straws for individuals, with the former representing the vast majority (99%) of profits.

The company’s main concerns moving forward are justifying the cost of the products to consumers and expanding into new markets. After an analysis of SeaStraws and the industry as a whole, Anonymous Dolphin Agency has developed branding and communication strategies for SeaStraws, focusing primarily on online advertising and developing relationships with restaurant owners.

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I. Discovery

PESTLE: Industry Analysis POLITICAL Local and state governments within the United States have begun taking action against plastic products. For example, California imposed a statewide ban on single-use plastic bags in August 2014. Since then, four cities outside of California have followed suit, while others have enacted an additional fee for plastic bags. (State legislation, 2018)

Plastic drinking straws specifically have come under harsher review more recently. In July 2018, Seattle, Washington, became the first city to ban plastic straws and other utensils. On September 20, 2018, California Governor Jerry Brown signed a bill banning full-service restaurants from providing plastic straws to customers unless requested. This bill we take effect at the start of 2019.

(Filloon, 2018)

As more government policies restricting single-use plastics inevitably come to pass, the demand for alternatives will grow.

SeaStraws has already witnessed the effects of this phenomenon: many of the restaurants who purchase its straws are located on the west coast, where the majority of these laws currently exist.

ECONOMIC The majority of American restaurants offer plastic straws at no cost to customers. In general, plastic straws are more affordable for businesses than environmentally-friendly options. Due to these higher costs, restaurants tend to purchase plastic straws rather than paper alternatives. The discrepancy in price can be extreme: SeaStraws’ case of 4800 black paper straws sells for $314 though their website; by contrast, the online bulk seller WebstaurantStore.com offers a case of 5000 plastic straws of the same size for only $13.49.

Some major corporations are rejecting single-use plastic products. Starbucks, the popular coffee chain, aims to phase out plastic straws by 2020 in favor of compostable paper straws (Filloon, 2018). The Walt Disney Company has also announced its intentions to eliminate single-use plastic straws at each of its theme parks by mid-2019 (Ellefson, 2018). This trend will likely spread, affecting both large and small businesses. SeaStraws is and will continue to benefit from the popularity of alternative drinking straws.

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I. Discovery

PESTLE: Industry Analysis SOCIAL

TECHNOLOGICAL

SeaStraws is debuting at a time when marketing and advertising is being

Technologically, we can see that SeaStraws is doing pretty well socially

completely revolutionized by social media. Recently, environmental

and digitally due to their social media efforts as discussed before. Social

problems have sparked a huge discussion among millennials. The

media is obviously huge, and it is not going anywhere. SeaStraws has

brand’s current focus on social media is perfectly aligned with younger

a great presence on their Instagram account (@seastrawsco), which

individuals. It would be more difficult for SeaStraws to reach an older

has 1,544 followers currently. The company also has a Facebook page,

crowd such as the Baby-Boomers or Gen-X. These people generally are

though it is liked by less than 100 people. SeaStraws is also wanting to

not as passionate about preserving the planet as their children and

build more networking relationships in the restaurant industry. Social

grandchildren, and they are less likely to learn about the brand given

media could be a great way to do this, there would just need to be more

their lower usage of the internet in general.

content targeted at businesses.

In recent years, the two major political parties of the United States have become even more vastly divided on certain issues. The Democratic Party has shown concern for climate change and protecting the environment, while the Republican Party generally has not. These conflicting perspectives could affect the consumer base of SeaStraws.

People who do not prioritize environmental responsibility, like many Republicans, may perceive plastic-free straws as unnecessary and unimportant. Overall, this is not something that would make or break the brand - there are plenty of people who want to reduce their carbon footprint regardless of their political party.

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I. Discovery

PESTLE: Industry Analysis LEGAL The company has worked to ensure that it has the correct certifications and approvals when it comes to the legal aspect of the products and brand. The paper straws are not only wholly compostable but also have FCS-100 and SCS Responsible Forestry certifications. On top of this, SeaStraws is certified by the American Sustainable Business Council and a few other organizations, proving that they are a legitimate company. When promoting a possibly controversial topic, it is important to demonstrate tangible credibility in this way. Lastly, SeaStraws holds a registered trademark of SeaStraws LLC, meaning it is the only of its kind.

ENVIRONMENT There are roughly 500 million plastic straws used every day on average. Plastic straws are too small to be recycled, so they become part of the 48 million tons of waste produced by the United States each year.

Additionally, plastic straws take hundreds of years to decompose in the natural environment. With that amount of plastic out in the world, at least 273 marine species are affected by the plastic in the ocean. Some marine life ingests plastic, mistaking it for food, and can die as a result.

SeaStraws prides itself on being green and sustainable by offering multiple reusable straws for individuals, as well as paper options for restaurants and businesses. This theme of environmental responsibility is central to the company’s mission and brand. It is critical for the target market to be educated about environmental issues in order to appreciate SeaStraws’ true value.

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I. Discovery

Competitor Analysis The market for reusable straws is large, diverse, and still growing. According to a 2017 study by Future Market Insights, the global market for all straws is estimated at $924 million. While it is unclear what portion belongs to reusable products, the popularity of alternatives to traditional plastic straws is undeniable. Some businesses in the reusable straws industry focus on selling to individuals while others, like SeaStraws, sell mainly to through distributors.

AARDVARK STRAWS SeaStraws has identified its primary competitor as Aardvark Straws. This is an Indiana-based company which was established in 2007. Having simply existed longer than SeaStraws, Aardvark has certain advantages; it has had more time to develop its products, a solid brand, and a nationwide and international market. Aardvark Straws has created a significant social media presence, with approximately 5,000 followers each on Facebook and Instagram. While SeaStraws has an impressive online following for its relative newness, it cannot yet compete with these numbers.

Top: The logo of Aardvark, SeaStraws’ main competitor.

Middle: A sample of Aardvark’s individually-wrapped paper straws.

For every product, Aardvark has a minimum shipping requirement of four cases.

Bottom: A drink with an Aardvark paper straw.

Aardvark Straws also offers a slightly lower price than SeaStraws: a 4800-count case of white paper straws from Aardvark is just $194.12, compared to $216 from SeaStraws. However, Aardvark Straws do require a minimum of 4 cases to be ordered at once. This may not be practical for all businesses, in which case SeaStraws may be preferable. In addition, SeaStraws’ order fulfilment and shipping is overwhelmingly faster than Aardvark’s. SeaStraws estimates a 2-3 week lead time, while Aardvark claims an average 10-12 week shipping window.

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I. Discovery

Competitor Analysis The factor which truly differentiates SeaStraws from all of its competitors is its overwhelming passion for environmental responsibility. This focus is evident consistently across all touch points of the brand, including the website, social media, and interactions with employees. While many competitors discuss the environmental benefits of reusable straws, it is not often their main selling point as it is with SeaStraws.

The Aardvark Straws website has a mission statement very similar to SeaStraws: “to change the world one sip at a time [by] changing the way people see and use single-use plastics - starting with the plastic straw!” However, the environmental, revolutionary goal outlined in the mission is not evident anywhere else in the brand. Rather, their brand focuses on customization options and a party theme. Aside from linking to a few informational sources about the environmental effects of plastic and, of course, producing sustainable products, Aardvark Straws shows no real devotion to sustainability.

Beyond presenting facts about the impact of plastic straws, SeaStraws is unique in that they describe their personal connection to the cause. The “About Us” section of the company’s website describes the team’s memories as kids, visiting the Jersey Shore and enjoying “the glistening morning summer ocean.”

This provides a tangible background to why the company says they want “to preserve this feeling for future generations.”

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I. Discovery

Company Analysis MISSION To use drinking straws as a way to speed up the movement towards a plastic-free world.

VISION SeaStraws is currently focusing on development and creating partnerships with a variety of marine nonprofits and eco-friendly product distributors. It sees itself becoming a go-to for helping businesses (e.g. restaurants) switch to sustainable products. Ideally, they want 2019 to be the year that the world finally ditches plastic.

VALUES SeaStraws is a business built on strong values. Sustainability is the core of its identity. It also places importance on accessibility and compassion.

VOICE This company has a voice that shows that they are passionate yet approachable. They communicate in a way that will draw in younger consumers and those who care about helping the environment. SeaStraws uses text clearly and concisely.

SALES Geographically

By category

75.8% regional

92.8% through distributors

23.2% national

6.2% direct to restaurants

0% international

1% small-scale individuals 9

THE SEA TEAM Antonio DiMeglio Founder, CEO

Sophie Kennedy Co-Founder, CSO

I. Discovery

Company Analysis

Echo Chen

Creative Director

Nisarg Patel CTO

BRAND IDENTITY Selling sustainable straws is a way for SeaStraws to help push the movement of a plastic-free world. Besides simply selling stainless

Michael Crawbuck Director of Media

steel or compostable paper drinking straws, SeaStraws wants to convey the message that by making a purchase you help save our oceans from plastic. This leaves consumers feeling like they are

Nicholas Ceccoli

CFO

contributing to a greater cause.

BRAND PLAN One of the challenges SeaStraws is facing is brand awareness.

Caitlyn Lubas

Director of Social Strategy

Most of their focus has been on distribution rather than PR and advertising. SeaStraws plans to expand brand awareness nationally through target advertising to increase sales.

Sebastian Camacho

Director of Social Media 10

I. Discovery

Consumer Analysis The GFk MRI Smart System was used in order to help develop personas. Data within the category for Household Products > Non-food > Environmentally/“Green’ Products - NonToxic Biodegradable Products” was analyzed.

The ideal consumer of green products would be described as follows: Gender: Female Education: Attended college, post grad, graduated college plus (educated) Age: Most Likely 18 - 44 Occupation: Most likely - Professional & Related Occupations, but also highly likely Management/Business/Financial Operations Income: Most likely - $150,000+, but also highly likely $30,000-$49,000.

Ethnicity: Asian or Black/African American

These findings are for non-toxic, biodegradable green products in general, so it is important to keep in mind that while someone that matches this description may be highly likely to use sustainable straws, there could be other people who would be likely to buy SeaStraws.

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I. Discovery

Consumer Analysis - Personas CHARLES CLARK

ELIZABETH BOGGS

ABBY JOHNSON

GENDER: Female AGE: 29 OCCUPATION: General Manager of Blue Hill Restaurant SALARY: $64,913/year INTERESTS: Uses Airbnb often, enjoys reading the NYTimes GENDER: Male

GENDER: Female

AGE: 38

AGE: 21

OCCUPATION: Owner of Charles’

OCCUPATION: Student, Server at

Coffee Company

Mellow Mushroom

SALARY: $175,265/year

SALARY: $15,000/year

INTERESTS: Enjoys travel, reads The

INTERESTS: Activism and outdoor

New Yorker, loves coffee

activities such as hiking

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I. Discovery

Brand Audit BRAND HISTORY SeaStraws was founded in March 2018 by Antonio DiMeglio, who grew up frequenting the beaches of Jersey Shore and studied in hospitality and in culinary school. SeaStraws began as a fusion of his love for the ocean and his experience working with beverages, with a clear and strong mission to create a plastic-free world.

Today, this mission is still the cornerstone of SeaStraws’ model. SeaStraws’ primary offering to consumers is a piece of doing something bigger—a chance to reduce plastic pollutions in the ocean—so brand always comes first.

In September 2018, SeaStraws opened a Kickstarter to widen publicity, not to fund production.

Because of this, the project did not reach its funding goal, but it did receive 48 backers.

Therefore, the Kickstarter was clearly successful in sharing SeaStraws’ message and brand awareness.

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I. Discovery

Brand Audit FUTURE PLANS Going forward, the SeaStraws team hopes to build and strengthen relationships with restaurants, to which it hopes to sell directly on a larger scale. Currently, 92.8% of the company’s sales are through distributors, meaning that the team does not typically have direct contact with restaurant owners. 6.2% of sales are directly to restaurant owners, and 1% is on a small scale to individuals. More personal interaction means more opportunity to expand consumer buy-in to the mission of sustainability.

SeaStraws also hopes to expand geographically. At present, it mostly sells to the New York metro area (where the team is located) and in San Francisco. To create an engaged consumer base, SeaStraws plans to focus on specific cities.

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II. SWOT Analysis

An Analysis of the Brand

STRENGTHS • Eye-catching logo design, identity, and brand.

WEAKNESSES • It is hard for SeaStraws to reach out to or advertise

• Functional website with positive user experience.

to restaurants and businesses since there is a small

• Passionate and caring staff.

advertising budget. Restaurants could possibly be

• Very easy to contact and will ship products quickly.

difficult to attract through their primary advertising

• Multiple types of straws creating more than one option

method of Instagram.

for customers.

OPPORTUNITIES • Continuing to use social media can lead to increase in reach as well as company growth.

• Sustainability is popular right now.

• Many restaurants have been making a push to limit their usage/waste of paper products, especially straws.

• Located in NYC, a busy and accessible hub for business.

• SeaStraws is a relatively new company.

THREATS • Individuals are more likely to buy a similar product at a lower price from other companies such as Amazon.

• Many other similar, “green” products are currently making an appearance.

• Other brands may be more popular and well known • Restaurants may order from a distributor that SeaStraws does not use.

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III. Challenges

Obstacles and Opportunities The primary challenge that SeaStraws faces is its reliance on distributor sales. The company wants to sell directly to restaurants more often in order to have a more personal relationship between these businesses and the SeaStraws brand. When looking at the data, however, direct-to-restaurant sales (6.2%) are not driving profits in the same way as distributor sales (92.8%). Therefore, it is clear that the company cannot abandon distributors, which will likely be its main source of income for the foreseeable future. However, Anonymous Dolphin Agency supports SeaStraws’ goal to move towards more direct-to-restaurant sales, though it will likely be a gradual shift.

Currently, there is very little interaction between the SeaStraws team and restaurants which use the straws. Distributors act as sales representatives for the product, so they are responsible for not only selling the straws but also post-sale customer service. Distributors typically do not allow a company such as SeaStraws to have direct contact with the restaurants. This is to prevent the company from effectively stealing the distributor’s customer; SeaStraws cannot attempt to get a business already purchasing through a distributor to pay the retail price directly to SeaStraws. Instead, the company must focus on expanding to restaurants in new markets where its current distributors are not located.

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III. Challenges

Obstacles and Opportunities In order to develop positive and loyal relationships with new restaurants, sales and customer service should be handled personally by the SeaStraws team to establish open communication and confidence in the brand. Likely this would include following up periodically with the restaurants and offering more customer satisfaction surveys. Social media (specifically Facebook) would provide another platform for direct contact with the brand. The feedback the company received from its consumers could then be applied to improve marketing efforts and the product itself.

Increased interaction with the SeaStraws team presents the additional benefit of sharing the company’s passion for the environment and marine life. Anyone who speaks to CEO Antonio DiMeglio comes away more devoted to protecting the planet. Unfortunately, as the company grows its network it may become difficult to maintain a large number of direct-to-restaurant relationships with the small staff that it currently has.

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III. Challenges

SMART Objectives SeaStraws has one main business goal, which is to sell to restaurants on a national level. This includes increasing brand awareness and product access across the U.S. Its true mission, however, is an environmental one: “to use drinking straws to accelerate the movement towards a plastic-free world.”

To meet these objectives, Anonymous Dolphin recommends that SeaStraws should: 1) Add three distributors to its network in the 2019 calendar year 2) Increase direct-to-restaurant sales by 2% per month for the next three years.

3) Attend one to two community festivals (local food/small business festivals) a year, for the next five years.

The other factors working against SeaStraws are those affecting many other companies with similar products. For example, a commonly cited issue is the added expense of paper versus plastic straws. When restaurants consider purchasing paper straws, they may be discouraged because of the higher cost. Unfortunately, environmental responsibility is not a priority for many businesses; most will purchase whichever product satisfies their customers’ needs at the lowest cost. To combat this, the restaurant must be aware of the true value of the product. SeaStraws is prepared to devote the necessary resources to convince distributors and restaurant owners alike that the environmentally conscious option is worthwhile.

The company also hopes that environmentally conscious individuals will help it by personally educating local restaurants and coffee shops about the impact of plastic on the planet. One of the best ways to promote a personalized movement such as this is through social media, a channel which SeaStraws has already begun utilizing effectively. The company’s newsletter, The Current, is another potentially valuable platform for education. It seems that this periodical has not been a priority up until now, as the most recent update was in July. Anonymous Dolphin believes SeaStraws would benefit from producing The Current in a timely manner. Rather than a newsletter, Anonymous Agency recommend formatting the platform as a blog with original and shared articles. The content should be relevant to individuals and businesses with an environmental interest. Along with education, the blog would provide an extra opportunity for consumers to become familiar with the brand’s personality and mission.

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IV. Branding Strategies

Digital Solutions SeaStraws’ focus is on creating an emotional appeal to consumers. The company is selling more than just a product, so the advertising efforts much reflect the higher goals. With the given research and analysis in mind, Anonymous Dolphin has developed several branding strategies for SeaStraws to implement.

SOCIAL MEDIA The agency encourages SeaStraws to continue to push its existing media platforms, namely Facebook and Instagram. Beyond simply showcasing the products, these venues present valuable opportunities to humanize the brand, engage and grow the consumer base, and share relevant content about the environment and the industry.

• Frequent posts of consistent, relevant content • Company updates • Facts about plastic in the ocean and how it affects marine life • Graphics illustrating how many plastic straws are being eliminated from the ocean with each SeaStraws purchase • Links to articles about the plastic epidemic • Links to other companies/people trying to combat the plastic problem • Create a social schedule for each month • Purchase ads targeted towards specified cities 19

IV. Branding Strategies

Local Solutions LOCAL COMMUNITY FESTIVALS Although trade shows are a wonderful opportunity to connect with restaurants, they often require substantial entry fees. Therefore, the agency recommends that SeaStraws instead attends smaller events, such as food festivals or environmental conferences. The company could then develop similar connections and spread brand awareness without such extreme costs.

Depending on the available budget, the team could either focus on nearby events or travel to target areas (i.e the west coast).

Participation at such events could include any or all of the following: • Start conversations with other vendors and attendees about the environment, the brand, and the products (with or without renting space at the event) • Offer incentives, such as a giveaway to the first 50 people to visit the SeaStraws booth • Showcase a video highlighting the purpose, story, message, and goal of SeaStraws • Provide free drinks with compostable paper straws • Create a display of plastic straws that are eliminated from the ocean with each SeaStraws purchase • Provide samples of paper straws to other vendors to utilize in their samples • Partner with event organizers to use and advertise SeaStraws (i.e. sponsorship) 20

IV. Branding Strategies

Relationship Solutions BUILDING RELATIONSHIPS FOR RETENTION: • Schedule regular visits, phone calls, and emails to the restaurants who purchase SeaStraws • Keep detailed records of sales and communication between clients • Accept and implement cliential advice in regards to the product and customer service • Send out bi-monthly updates to clients illustrating how they have helped save the environment by their purchase and updates regarding the SeaStraw company • Direct mail marketing to potential new clients The Current • Transform The Current into a blog, updated at least twice per month, with content concerning the environment, SeaStraws, and anything else relevant to restaurant and individual consumers • Consistent postings of The Current on website and social media 21

V. Communication Framework

Strategies for Growth KEY PERFORMANCE INDICATORS (KPIs) • Increase product and brand awareness across the United States in order to additionally increase sales • Target advertisements in specified cities to gain awareness among new market regions • Form networking relationships with restaurants to gain their business and loyalty • Increase retention among current consumers

THE MESSAGE The ultimate message that SeaStraws intends to convey is that they are more than just their product. The company is trying to promote the idea that if someone buys from SeaStraws, they are in fact supporting an important cause. SeaStraws encourages consumers to want to make a bigger impact on the world, even one straw at a time.

With that being said, it is important to reinforce the message whenever possible through consistent advertising and marketing. Each consumer and restaurant that buys from SeaStraws supports a higher goal of saving beaches, oceans, and marine-life from plastic waste. Encouraging this message with each sale and discussion of SeaStraws ignites a passion of sustainability in everyone who interacts with the brand. This creates a positive emotional appeal that will push individuals to think about how else they can help the environment. Soon, the message of SeaStraws will make an impact across the United States.

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V. Communication Framework

Strategies for Growth in Media MEDIAS UTILIZED Currently, SeaStraws is doing a fantastic job of creating a unique identity and consistent advertising for the company. However, additional outlets can be used to further communicate effectively to consumers.

Continued use of existing media, such as the website and social media platforms, would be greatly beneficial to the company. Thus far, earned and shared media through the internet and word of mouth has created a substantial following. These are also useful in educating potential consumers on the true message that SeaStraws is trying to convey.

The company’s owned media is represented by their newsletter, The Current. Anonymous Dolphin believes this platform should be repurposed into a blog and kept up to date, as discussed previously.

SeaStraws would also benefit from investing in paid media, such as Google ads, social media ads, magazine ads, or video ads on sites like YouTube.

Many of these options offer a high level of selectivity for who sees the advertisement. Therefore, the message could reach a greater audience of environmentalists who seek out options for sustainability, as well as restaurant owners.

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V. Communication Framework

Strategies for Growth AUDIENCE Currently, the main target SeaStraws hopes to reach is restaurants. Specifically, the company wants to appeal to both large corporations and small restaurants, as each type has its benefits. While larger businesses, such as chain restaurants, may be more profitable, there is more room for personal relationships with small business owners. In order to reach each type of audience, Anonymous Dolphin has identified the following communication strategies: Restaurant Owners • Participation in community events at least three times per year • Direct mail marketing • Face-to-face meetings Average Environmentalists • Word of mouth advertising • Engagement through The Current • Social media and paid ads

EXECUTION The communication should start immediately once the branding strategy has been finalized. Given that there is a small team, SeaStraws will be able to hold a face-to-face meeting with all employees to communicate the new plan and tasks and start executing them within one to three months.

JAN | start with meeting and designate team for The Current JAN-FEB | development of social media and magazine ads, planning for video ad, attend a community event MARCH | create video ad, launch social media and print ads 24

VI. Costs

Proposed Budgets SeaStraws currently allocates $2,000 per month to advertising; however, this may increase to $4,000 per month next year.

The SeaStraws team has asked that cases for both budgets be explored, as they are attempting to decide which route to pursue as an organization. *Disclaimer- all prices are estimated based on performing these tasks by the current SeaStraws employees with the exception of a video production

Plan for budget of $4,000/year

Plan for budget of $2,000/year

Social Media

Social Media

• Instagram photo ads: $75

• Instagram photo ads: $75

• Facebook photo ads: $75

• Facebook photo ads: $75

Video Advertisement

Video Advertisement

• Production costs for creating video: $150

• Production costs for creating video: $150

• Youtube advertising: $50

• Youtube advertising: $50

• Twitter video ads: $50

• Twitter video ads: $50

• Facebook video ads: $50

• Facebook video ads: $50

Local Community Festivals

Local Community Festivals

• Supplies for additional pieces of presentation: $200

• Supplies for additional pieces of presentation: $200

• Entry Fee: $600

• Entry Fee: $500

• Travel: $1,000

• Travel: $600

• Availability to travel to California to see clients/attend festivals • Samples to pass out to other vendors: $200 Consumer Retention

• Most likely would have to stay in New York area Consumer Retention • Direct Mail Marketing: $250

• Direct Mail Marketing: $250 • Hiring an individual part-time for upkeep: $1,300

Budget visualization

Budget visualization

$4,000/year

$2,000/year

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Summary

Vision for the Future Overall, Anonymous Dolphin Agency is recommending that SeaStraws increase national product and brand awareness to increase sales and spread their message. To do this, the SeaStraws team should focus on expansion into new market regions, development of networking relationships with restaurants, and retention among current consumers.

These goals can be accomplished through consistent social media usage and advertising, transforming The Current into a regularly-updated blog, and participation at events in target cities. These actions would help separate SeaStraws from the rest of their current and future competitors.

The strategies provided can be attainable given the existing budget and could easily be augmented as the budget increases over the coming years. SeaStraws has a passionate team with a strong mission, and Anonymous Dolphin foresees the company becoming even more successful in the future.

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APPENDIX

Supplemental Research & Resources Brand Platform and Personality Buyer’s Journey Brand Positioning Sample Design Brief

Appendix

Brand Platform and Personality THE PRODUCT Sustainable straws for cleaner oceans, available in stainless steel (for personal use) or compostable paper (for restaurants, parties, etc.).

BRAND PLATFORM Mission: Use drinking straws to accelerate the movement towards a plastic-free world.

Personality: modern, aspirational, compassionate Vision: Right now, SeaStraws is focusing on development and creating partnerships with a variety of marine nonprofits and eco-friendly products distributors. It sees itself becoming a go-to for helping businesses (e.g. restaurants) switch to sustainable products. Ideally, they want 2019 to be the year that the world finally ditches plastic.

Values: SeaStraws is a business very focused on its values. Its value of sustainability is the core of its business, and it also places importance on accessibility.

Voice: This company has a voice that shows that they are passionate yet approachable. They communicate in a way that will draw in younger consumers and those who care about helping the environment. SeaStraws speak in a clear and concise way.

BRAND PERSONALITY Modern: SeaStraws offers a sleek logo and website that is welcoming to all consumers. Its clean aesthetic matches their progressive environmental mission.

Aspirational: The company is very straightforward and optimistic, emphasizing an optimistic future instead of guilttripping consumers over the current situation.

Compassionate: When the business grows, the founders intend to give 3% of profits to charities, and their reason for making sustainable straws is to minimize harm to animals and ecosystems. They are also sympathetic to different accessibility needs, including the fact that some disabilities make straws necessary.

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Appendix

Buyer’s Journey Life Cycle Stage

PRE-PURCHASE • company website

Consumer Touch Points

• social accounts •attendance at trade shows • The Current (newsletter)

Consumer Frustrations

Scorecard (Metrics)

• too many competitors/ can not determine the difference

PURCHASE • buy online • offer first 50 free trial to restaurants

• online purchase only • prices

SUPPORT

• quality website info about resources, materials, and

• quick customer

sustainability facts

response time

• certifications

• keeping non-paper straws

• restaurant owners

clean

who order through

• not knowing how to order

distributors might not

from the website instead of

know who to talk to at

the distributor

SeaStraws

• direct contact with

• tracking sales and

• statistics on how SeaStraws

• customer satisfaction

distributors

growth

are saving the environment

surveys

• video tuturials

• Google Ads

Opportunities

EDUCATION

• sponsors/ testimonial

• distribute in stores

• instructions/fun facts on

• check-ins with

(who uses them)

• order over the phone

how they are saving the

restaurant owners

• customer reviews

environment 29

Appendix

Brand Positioning ASSETS

APPROACH

MISSION

• FSC Certified

• Sustainable/green

SeaStraws works to promote a plastic-free

• Partnerships with nonprofits

• Caring

environment through sustainable drinking straws.

• 8 employees

• Environmentally friendly

• Private company

• Great service

OFFER

SKILLS

POSITIONING STATEMENT

• Wide range of products/materials

• CEO’s experience in hospitality management

“SeaStraws is the only sustainable straw company

• Quick shipping

• Specialized

that has a clear passion for making buyers a part

• Bulk and individual sales

• Good communicators

of something greater than just a straw.”

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Appendix

Sample Design Brief ABOUT US Here’s who we are Passionate environmentalists bringing people together to protect our shared planet Here’s what we offer, over time We offer a consistent, better customer experience and strive to expand into other product categories. We will also donate a portion of our profits to relevant charities.

Here’s how we’re useful to people Dependable shipping and availability without sacrificing compassion Short & sweet, here’s what we promise to do for people We will make a difference with every straw and with your help.

ABOUT OUR CUSTOMERS Here’s who we’re selling to Restaurants of any kind who want to practice environmental responsibility

ABOUT YOUR TASK This is what we need from you Style guide, slide deck, social media content Three things we’d love to see Ocean imagery and colors More photography of people using products; smiling, laughing Evidence of interaction with restaurant owners And three things we’d hate to see Pretentious or excessive designs A total rebrand Disjointed branding between the existing brand and the new branch

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Sources Aardvark Straws. (n.d.). Aardvark Straws. Retrieved from https://www.aardvarkstraws.com/ Choice 7 3/4” Jumbo Black Unwrapped Straw - 5000/Case. (2018). Webstraunt Store. Retrieved from https://www. webstaurantstore.com/choice-7-3-4-jumbo-black-unwrapped-straw-case/485UJ7BK.html Ellefson, L. (2018, Aug 1). Disney is the latest company doing away with plastic straws. CNN. Retrieved from https:// www.cnn.com/2018/07/26/us/disney-plastic-straws-trnd/index.html Filloon, W. (2018, Sept 21). California bans restaurants from automatically giving out plastic straws. Eater. Retrieved from https://www.eater.com/2018/9/21/17886256/california-straw-ban-plastic GfK Mediamark Research & Intelligence. (2017, Spring Product Report). Environmentally/“Green’ Products - NonToxic Biodegradable Products. Retrieved from MRI University Reporter database.

Glum, J. (2018, July 27). ‘We’ve sold out continuously.’ Meet the reusable straw sellers cashing in on the plastic backlash. Time. Retrieved from http://time.com/money/5347336/reusable-straw-sellers-plastic-bans/ SeaStraws. (n.d.). SeaStraws LLC. Retrieved from https://www.seastraws.co/ SeaStraws. (seastrawsco). Instagram. Retrieved from https://www.instagram.com/seastrawsco/ SeaStraws | Sustainable Straws. (2018). Kickstarter. Retrieved from https://www.kickstarter.com/projects/19636251/ seastraws-sustainable-straws?ref=city&ref=discovery State plastic and paper bag legislation. (2018). National Conference of State Legislatures. Retrieved from http:// www.ncsl.org/research/environment-and-natural-resources/plastic-bag-legislation.aspx Additional information, including sales data, distributor information, and brand history, was gained via phone call and email from CEO Antonio DiMeglio.