From the Creative Director, We are proud to present the Fall 2014 advertising campaign for the Tarboo label of locally produced, hand made clothing and accessories for men and women. Taking motivation from both the hand made quality of the garments and accessories currently offered, as well as the excitingly eclectic landscape of the city of Seattle, we present with great pride our vision of the campaign that will bring Tarboo into the spotlight of the Seattle scene. With this seasons headline of “You’re going to need more than one!” we look to create an energy around the Tarboo brand. This headline directs action form the consumers not only that they need to have Tarboo, but they need to have more than just one item. It is all encompassing to genders, ethnicities, ages, and product knowledge. With this powerful headline and imagery that the consumers can easily see themselves as a part of, this campaign brings a sense of belonging to the brand and to those who share in the lifestyles of the wide variety of Tarboo consumers. With a target market that is both young enough to live full and exciting lives, yet worldly enough to appreciate and demand great quality, we focus this campaign on the details of both the lifestyle of the Tarboo consumer and the fine details of the product lines offered by Tarboo. The Tarboo label offers quality items that are able to adjust to the demands of a consumer that has the opportunity to be many places and involved in many events during any given day. High tech industries, skilled professionals, and city chic all can enjoy the Tarboo brand. But we know that Tarboo goes further than the office. Textiles specifically chosen for durability as well as great looks are an integral part of the Tarboo lines, and allow the Tarboo consumer to go out of the office and into a world outside the normal, and even far out of the city. True to the namesake of Tarboo Bay Washington, these clothes can even be worn well in the deep outdoors. We at Out of the Box Advertising have considered all these factors in our decisions and creative measures to produce a campaign that truly captures the Tarboo consumers in all their wonderful diversity. It is our great pleasure to now present you with the world of Tarboo Fall 2014 advertising campaign “You’re going to need more than one!” Shahna Glover
Creative Director Out of the Box Advertising Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Inspiration We took inspiration from idea of coming full circle. Matt Noren’s story, the ideas that set in motion the creation of Tarboo, and finally the great tranquil bay that is the namesake of this amazing label. Going from quiet life, to the big city, and back home again with a renewed sense of self and the future is what Tarboo is all about. The sourcing of Pendleton textiles from the Northwest, extreme local production (production shop viewable from the sales floor), honest textile buying practices, and all with a heart that beats to the Seattle rhythm of life inspired the Out of the Box creative team to take ownership of this campaign as it is like home for us. Equally inspiring is Matt’s professional history, with credentials adding weight to the statement, “Hand Made Quality.” Knowing that we at Out of the Box are working to promote not only an artist of his trade, but a well established professional gave us great motivation in gaining further knowledge of his products in order to fully immerse ourselves into the world of Tarboo to truly discover what makes a Tarboo consumer and how to best suit their needs. With all these considered, we found that the Tarboo consumer themselves was our greatest inspiration. Creative, youthful yet wise, powerful in their realm, educated, successful, with lifestyles that reflect an appreciation for all that the city of Seattle and the great state of Washington has to offer. This type of consumer is also whom we like to see in ourselves. It has been a joy for every member of the Out of the Box team to see a part of each of ourselves in this campaign and as a part of the Tarboo consumers’ world.
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
The 2014 Winter Advertising Campaign Print Media From the Print Media department, The print media portion of the 2014 winter campaign is all about creating brand recognition. From telling the Tarboo story to showing the details of the products they offer, the print media is our first line approach to the Tarboo target consumer. Our informational approach allows the consumer to insert themselves into the products and conceive their own ideas on the value that the Tarboo products can add to their lives. With formats best suited for basic information, the appeal to our consumers intrigue through a demonstrational format that also leans slightly into the descriptive as well allows our appeal to their needs of recognition, confidence, and acceptance to shine though without being loosing vital product information. With budget in mind, we have developed an evolving print media campaign that starts with the most cost efficient method of mailers, to the more effective but higher cost news print media, and into national circulation print magazines with digital copies. This method of slow transition allows us and the Tarboo team to carefully monitor traffic and receptiveness to the campaigns media outlets, allowing change where necessary with less instant of under budgeting or wasted funding on ineffective media or outlets. It also allows for steady growth into the national retail markets brand recognition potential. This campaign is designed for evolution and change as needed and will add strength for the Tarboo brand and brand image.
Alexandrea Hawkins, Sierra O’Brien Print Media Team Out of the Box Advertising
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Side Bar print ad for newsprint or magazine print This ad will be formatted for use as a sidebar location ad in newspaper or magazine publication. The simplicity of the imagery but attention grabbing text on the garments shown allows this ad to be very effective though small in stature in comparison to larger half and full page ads. Also the image used gives the viewer direct information that Tarboo clothing is for both men and women along with basic location and contact information.
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Full-page print ad for newsprint or magazine print This full page ad layout allows for attention grabbing imagery and look book options as well all in a layout that allows the viewer to enjoy the humorous intent of the ad but receive important information on the products offered, location image, and contact information.
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Mailing Print Media
Tri-Fold Mailer The tri-folder mailer is one of the most cost efficient methods of advertising to a known target market or region. This mailer is a direct marketing method with straightforward information on the products available. Using imagery that is used throughout the campaign allows for increased brand recognition and market development potential.
Outer portion
Inner portion Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
5x7 Post card Mailer The post card mailer is most effective as an after action process. Sending these post cards out to customers with who have shopped Tarboo before, or even showed interest, is a way to keep the Tarboo brand in the forefront of the consumers mind. These post cards are also effective for introducing new lines and advertising events to create greater traffic. As much space as possible is used to show products, but keeping in mind the winter 2014 campaign imagery.
Postal Side
Advertising Side
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Visual Media From the Visual Media department, Our creative process here in the visual department has been all about showing the Tarboo products in action. The consumers using them in real life but showing a humorous side to any situation no matter how perplexing or difficult. Where’s my Shirt: Based on the common occurrence of a woman wearing their mans shirt. We came up with this fun story of a man searching for his favorite shirt throughout the house only to find that his lady has bee comfortably lounging in it fireside the entire time. Naked Man Hotel Room: This is based on one of the most common fears in life of being locked out of my hotel room. The way we thought of this idea was thinking of really out there options for a funny commercial for Tarboo. The idea came to take fears and try to make a funny situation come from it while showing the Tarboo clothing. That is how we came up Naked Man Hotel Room. Celebrity endorsement: Coming up with a good ad on this one but decided that the celebrity should be chosen first so that the ad reflects both the Tarboo label and the celebrity so as not to look like the label is just paying for face time on an endorsement. So the idea is to find a celebrity who either wears the Tarboo product already or is interested in it and develop the ad with them.
Justin Headley Head of Visual Media Out of the Box Advertising
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Free Choice Creative Option Where’s my shirt? Option 3 for our 30 second commercial for television or Internet viewing is based on the occurrence of women’s wearing men’s shirts, and men trying to find this shirt, usually their favorite. Video Source LS: MAN IS SEARCHING THROUGH THE CLOSET LOOKING THROUGH HIS BEST SHIRTS. CU: HE HOLDS A SHIRT HOLD TO LOOK CLOSLY AT IT BUT PUTS IT BACK. Tilt up: MAN HAS WORRIED LOOK ON HIS FACE. CU: DETAIL OF COLLAR OF CHAMBRAY SHIRT ON ANOTHER WEARER MS: MAN LOOKS AROUND CLOSEST AND WALKS OVER TO THE BED TO LOOK THERE BUT FINDS NOTHING. CU: CUFF DETAILS OF CHAMBRAY SHIRT ON ANOTHER WEARER LS:MAN TURNS FROM BED AND PUTS HIS AHNDS ON HIS HIPS TITLTING HEAD AND SMILING WIDELY Pan Right: WOMAN IS SITTING IN LARGE CHAIR BESIDE FIREPLACE WEARING THE SHIRT THE MAN HAS BEEN LOOKING FOR BCU: BOTH NOW STAND IN FRONT OF THE FIREPLACE TOSTING WITH COFFEE MUGS SMILING. MLS: Title: Tarboo, You’re going to need more than one.
Sound Source Music: Reworked instrumental of “I feel pretty” from the West side Story musical number od the same name
Time :03 :04 :06 : 10 : 12 : 14
: 16
: 18 Voice Over: Tarboo, hand made quality everyone will appreciate.
: 20 : 25
Voice Over: Your going to need more than one.
:30
Fade to Black Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Story Board for Commercial Media
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Naked Man Hotel Room Option 1 for our 30 second commercial for television or Internet viewing is based on a man being locked out of his hotel room with two options for clothing. Tarboo or not Tarboo. He makes the right choice and the day is saved. Video Source LS: MAN OPENS HOTEL ROOM DOOR TO GRAB PAPER. CU: MANS ROBE GETS CAUGHT IN ROOM FOOR AS DOOR CLOSES. Tilt up: MAN HAS WORRIED LOOK ON HIS FACE. LS: MAN TRIES TO OPEN DOOR TO GET BACK INTO ROOM. MS: MAN SPINS ROBE, IT RIPS FROM HIS BODY. BCU: MAN HAS WORRIED LOOK ON HIS FACE AND LOOKS AROUND THE HALL. Pan Right: 2 CLOTHING PRODUCTS 1 TARBOO AND ANOTHER NONE TARBOO PRODUCT, DRY CLEANED HANGING ON ANOTHER HOTEL ROOM DOOR. BCU: MAN GRABS TARBOO PRODUCT AND PUTS IT ON. MLS: MAN RUNS TO FRONT DESK. Title: Tarboo Fade to Black
Alexandrea Hawkins
Sound Source Music
Time :03 :04 :06 : 10 : 12 : 14
: 16
: 18 Man: Room key please.
: 20
Voice Over: Tarboo the best clothes to wear in any situation.
: 25 :30
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Radio Media From the Radio Media department, The concept for this radio spot came from the song “I feel pretty” from the West Side Story musical and incorporating the overall concept into a form more fitting to the Tarboo label. The audience to be reached by this ad is a younger target market with classic and educated taste and experiences making relevant the association the West Side Story theme music. Taking the original musical score, having the score rerecorded with updated instrumentals, and finally a fresh new set of lyrics singing proudly about the man wearing the Tarboo line of shirts. This radio ad grabs the attention of the listener by using the psychological effects of taking what would otherwise be very familiar and changing key portions of the lyrics, therefore making the listener stop and listen to discover what is going on and why the sounds are so intriguing. This highly descriptive ad method appeals to the psychological aspects of acceptance and confidence using strong internal imagery based on a directly humorous approach. Familiarity along side new information is key to making this an effective radio ad campaign and is cohesive with the rest of the campaigns focus on the funny side life in familiar situations.
Chantelle Wood Head of Radio Media Out of the Box Advertising
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Radio ad Option 1 operates on the same model as our print ad collection with the tag line of “You’re going to need more than one.” Sound Source
Time
Fade in intro sounds of a mans heavy
0:01-0:04
Copy
footsteps, with sounds of rain hitting windows in the background V/O #1
0:05-0:11
THE MAN SAYS IN A SLIGHLTY LOW UNDTONE OF FUSTRATION WITH OCCASIONAL UNHAPPY GRUNTS AND MUTTERINGS Where is my shirt
V/O #2
0:12-0:20
SOUNDS OF A WOMAN HUMMING A SOFT UNREMARKABLE TUNE IN A SOFT SLIGHTLY AMUSED VOICE Oh, this is nice
V/O #1 sounds of rain again on
0:21-0:25
UNINTELLIGLE MUTTER MALE VOICE
windows in the background of a large
ACTOR BUT WITH VERY FRUSTRATED
home space
UNDERTONES TO VOICE SOUNDS OF CLOTHINGS SWISHING BY
V/O #3 Announcer
0:26-0:36
That one shirt, that favorite shirt. You just got it the other day at Tarboo. And now you can’t find it. Maybe you are not the only one here who appreciates the fine hand made craftsmanship and attention to fit found only at Tarboo
V/O #1 Heavy footsteps can be heard
0:37-0:41
walking
HEAVY BREATHING Babe, have you seen my
V/O #1
0:42-0:47
Hi honey, PAUSE 1.5 SECONDS I borrowed your shirt. It’s really nice
Fade out music with Announcer
0:48-1:00
Hand made quality everyone can appreciate You’re going to need more than one. You can find Tarboo at 2nd and Union right before Pioneer Square, just look for the giant red open sign
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Radio ad Option 2 is based on the music in the West Side Story, “I feel pretty” segment. Using a modern rerecording of the score and reworked lyrics, we are able to create a comical version of this classic musical number that fits well with our campaigns humorous ad styles. Sound Source
Time
Fade in intro to “I Feel Pretty”
0:01-0:03
V/O #1
0:4-0:31
Copy SUNG IN THE TUNE OF “I FEEL PRETTY” I feel manly, oh so manly, I feel manly and better than you! And I pity, any man who’s never been to Tarboo. They sell t-shirts, so many t-shirts; they sell button-ups like chambray and plaid! Such great quality, I can hardly believe Taboo’s real! SINGING WITH DIFFERENT RHYTHM See the man in that mirror there: Who can that handsome man be? Such a great face, such a great shirt, why he must have gotten it at Tarboo!
V/O #1 continues singing in
0:31-0:34
La, la, la, la, la…
0:34-0:41
Do you feel this good today? At Tarboo we make
background V/O #2 talking
it easy for you to feel great because all of our shirts are impeccably cut to make any man… V/O #1 start singing then fades
0:42-0:44
… Feel so manly, oh so manly…
V/O #2 Talking
0:44-0:50
You can find us at 2nd and Union right before Pioneer Square Look for the giant red open sign
V/O #1 continues on singing
0:51-0:57
Such a great face, such a great shirt, why he must of gotten it at Tarboo HOLD OUT OOO
Fade out music
Alexandrea Hawkins
0:57-1:00
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Campaign Pricing Components Tarboo Print work and Mailings Bulk Mail $ per Bulk Mailing fee yearly 220 5 Digit post card 0.251 .5 oz trifold letter 0.26 4 page saddle stitched catalog 0.75 design
# of pieces
Total
1 $220.00 5000 $1,255.00 5000 $1,300.00 5000 $3,750.00
Print Shop $ per #pieces/hours 5 Digit post card design 80 5 Digit post card print 0.05 Total .5 oz trifold letter design 80 .5 oz trifold letter print 0.1 .5 oz trifold letter bindery 0.25 Total
3 5000
Total
Total production to mail
$240.00 $250.00 $490.00
$1,745.00
4 $320.00 5000 $500.00 5000 $1,250.00 $3,370.00 $2,070.00
4 page saddle stitched catalog 80 design 4 page saddle stitched catalog print 0.7 4 page saddle stitched catalog 0.25 bindery 4 page saddle stitched catalog staple 0.5 Total
7
$560.00
5000 $3,500.00 5000 $1,250.00 5000 $2,500.00 $7,810.00
$11,560.00
All associated fees from print shop are estimates for general print from outside sources. In house design will be calculated on same general hours but at the in house employee wage. If no in house employee is contracted, then there can also be estimates on contract employees to cover in house print and design fees. General graphic design hourly fee - $80 per hour
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Visual Media Full professional production budget
FROM
BUDGET NAME
TO
BUDGET NAME Tarboo
Date prepared
04/06/2014
Last update
04/06/2014
Discount
Estimated price
Final Price
Tarboo Budget
10,238.60
11,262.47 USD
SUBTOTAL
10,238.60
11,262.47 USD
Production fee 0%
0.00
0.00 USD
0.00
0.00 USD
Project manager
Tarboo Budget
VERSION
Tarboo Section name
BUDGET
DATE 04/06/2014
0
0.00
Total excluding TAX
10,238.60 USD
TAX
1,023.86 USD
Total incl. TAX
11,262.46 USD
Expenses
-10,238.60 USD
Income
+0.00 USD
Expenses with income
-10,238.60 USD
Expenses with income with TAX
-11,262.46 USD
11,262.47 USD
Detailed budget breakdown Item
Item type n.o. items
Item price
Estimated price
Producer
Day
4
600.00
2,400.00
2,640.00 USD
Final Price
Director
Day
4
500.00
2,000.00
2,200.00 USD
DOP
Day
3
300.00
900.00
990.00 USD
Audio
Day
3
250.00
750.00
825.00 USD
Actor (Male)
Day
3
100.00
300.00
330.00 USD
Actor (Female)
Day
3
100.00
300.00
330.00 USD
Grip
Day
3
200.00
600.00
660.00 USD
Grip
Day
3
200.00
600.00
660.00 USD
Gaffer
Day
3
250.00
750.00
825.00 USD
Editor
Hour
12
62.50
750.00
825.00 USD
Jingle Writer
Hour
12
45.30
543.60
597.97 USD
Food
Day
3
100.00
300.00
330.00 USD
Insurance
Day
3
15.00
45.00
49.50 USD
-1-
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Visual Media Art Institute student production budget
FROM
BUDGET NAME
TO
BUDGET NAME Tarboo
Date prepared
31/05/2014
Last update
04/06/2014
Discount
Estimated price
Final Price
Tarboo Production Cost
2,805.00
3,082.50 USD
SUBTOTAL
2,805.00
3,082.50 USD
Production fee 0%
0.00
0.00 USD
0.00
0.00 USD
Project manager
Tarboo Production Cost
VERSION Tarboo
Tarboo Section name
BUDGET
DATE 04/06/2014
0
0.00
Total excluding TAX
2,805.00 USD
TAX
280.50 USD
Total incl. TAX
3,085.50 USD
Expenses
-2,805.00 USD
Income
+0.00 USD
Expenses with income
-2,805.00 USD
Expenses with income with TAX
-3,085.50 USD
3,082.50 USD
Detailed budget breakdown Item
Item type n.o. items
Item price
Estimated price
Producer
Day
4
125.00
500.00
550.00 USD
Final Price
Director
Day
4
100.00
400.00
440.00 USD
DOP
Day
3
75.00
225.00
247.50 USD
Audio
Day
3
65.00
195.00
214.50 USD
Actor (Male)
Day
3
75.00
225.00
247.50 USD
Actor (female)
Day
3
75.00
225.00
247.50 USD
Grip
Day
3
50.00
150.00
165.00 USD
Grip
Day
3
50.00
150.00
165.00 USD
Gaffer
Day
3
50.00
150.00
165.00 USD
Editor
Hour
12
15.00
180.00
198.00 USD
Jingle Writer
Hour
12
15.00
180.00
195.00 USD
Food
Day
3
60.00
180.00
198.00 USD
Insurance
Day
3
15.00
45.00
49.50 USD
-1-
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Production Equipment Video Packages: Includes Hitachi or Sony digital front with BVV5 back, Canon or Fugi 15x8 or better lens, Sachtler tripod, Sony field monitor, batteries, charger, power supply, peg light, belt, misc. Grip items Audio Package: Includes Sony wireless system, shotgun mic, boom pol, portable mixer, cables, and batteries. Lighting Package (HMI units and ballasts): Ranges from 750w to 2KW pars and fresnels with ballasts, scrims doors, gels. Grip Package: Includes 8 C-stands, 4’ square flag/ reflector/ silk, additional flags, clamps, clips, cookies, ect. Butterflies extra.
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Newsprint media pricing Net Annual
Sunday
Weekday
Dollar Volume
Color Discount
Expenditure Open
$341.65
$238.30
–_
$5,000
224.45
165.00
–_
$10,000
207.40
150.60
–_
$15,000
200.45
146.90
–_
$25,000
196.20
143.30
–_
$50,000
191.35
139.60
–_
$100,000
188.10
137.00
5%
$200,000
182.95
134.40
5%
$400,000
179.60
131.70
5%
$600,000
176.30
129.10
10%
$1,000,000
171.40
123.90
15%
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Campaign Media Schedule Fall 2014 Delivery Print media mailers All mailed print media will be run once per Seattle metro area zip code with addressees based on researched target consumers from a third party listings company. •
Print media design and print
June 2014
•
Print media delivery
September 2014
Print media publications All print for publications should be initiated per the publications requirements but this will serve as a guideline for publication submissions development. We suggest at least two months worth of total print space per monthly book, and weekly ads in all daily or weekly books. •
Print media design initiated
June 2014
•
Print media rough submission
July 2014
•
Print media final submission
August 2014
Visual media All visual media will adhere to agency, distributor, and FCC guidelines. 30 second spots will be run at least once per day per channel invested, with a suggested airing of three times daily per channel invested. •
Visual media production development initiated
June 2014
•
Visual media rough production deadline
July 2014
•
Visual media first cut deadline
August 2014
•
Visual media final and directors cuts deadline
September 2014
•
Visual media release for airplay
Mid September 2014
Radio media Radio media will also adhere to agency, distributor, and FCC guidelines. 60 second spots will be run at least four times per day per channel invested, with a suggested airing of six times daily per channel invested. •
Radio media production development initiated
June 2014
•
Radio media rough production deadline
July 2014
•
Radio media final and directors cuts deadline
August 2014
•
Radio media release for airplay
September 2014
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Social Media For the social media section of our clients campaign, we propose more active management of both Pinterest and Facebook. They currently have accounts on each but are not well managed and need updating with our recent photo shoot imagery. We feel that given the wide age group of Tarboo’s consumer base, these two social media platforms are the best suited at this time.
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Main Selling Point: For this campaign, our headline creates a need for action to come see, come buy, and buy more. Targeting the men’s shirts, showing how they fit into easily and ad value to the consumers’ lives. We play on the simplicity of a common object in a consumer’s closet, but the finer details that make these products stand out above the rest. The campaign will allow the Tarboo label into greater market saturation for better brand recognition and show the products as they are as a part of the consumer’s life. The designated market area being more towards the financial districts, Queen Anne, and Ballard areas as opposed to the actual area of location of the Tarboo storefront are factors when considering our approach. We keep focus on the products and the consumers’ active involvement with the products so as to encourage their physical involvement with the storefront and on-line ordering options. Strategy: The strategy for deployment for the Fall 2014 ad campaign is market saturation through brand recognition with a focus on cost effective mailers that then lead to higher end publishing. Using regular monitoring of traffic before, during, and after all segments of the campaign will allow us to confirm effectiveness of the individual aspects of the marketing methods used. Order of actions: •
Tri-fold and post card mailers
•
Newsprint
•
Magazines
•
Digital/Social media
•
Radio and television ads Tri-fold and post card mailers are the first method to set into action. These methods are
both generally cost effective and give the consumer a physical thing interact with and hold on to. It also allows our consumers that do not rely solely on digital forms of communication a way they are familiar and comfortable with to interact with the Tarboo brand. Radio and television ads will be a strong follow up for the mailing campaign. The variety of ads from musical to funny allows us to put the Tarboo label actively into our consumer’s lives audibly or visually. Not being as easily dismissed such as mailings that can be potentially considered junk mail, these ads though still intrusive can ad value to the consumer’s lives through active amusement.
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Newsprint will allow us to reach an audience that generally values information and is actively searching for a publication for which they trust and are comfortable with. Since most news publications are also available in digital form now, we know that both types of readers, consumers that prefer a physical manifestation in hand and those that prefer a digital version on screen, will see us. Furthermore the common actions of passing the physical versions on to other persons allows us to reach consumers that may not other see our advertising campaigns through other channels. Magazines will allow us to reach a greater local and national audience with potential for positioning dependent of the chosen publications. We support the idea of using higher end publications, even though more costly, due to their image and positioning among other publications and the consumers who read them. Digital and social media will be updated and monitored for traffic at all times throughout this campaign and after. Inviting the consumers to become actively involved in the social media aspects will allow Tarboo brand recognition to spread on a personal level among our consumers, giving them ownership of the brand as well as reasoning for new involvement. Digital will also allow confirmations and tracking of other media outlets effectiveness through monitoring reader boards, chatter, and consumers postings of involvement with the Tarboo products. Overall this campaign is built to allow for a gentle non-pushy start but with gathering speed and presence for a lively and exciting finish. By the end of the campaign, the goal is to have heavy traffic both digitally and in foot traffic in the storefront. We want to consumers to want to be involved with the products and are excited to share their experiences in life and in the Tarboo products, and with the campaign being mainly about the men’s lines but showing female interactions, we open the door to future campaigns for the women’s lines from Tarboo as well.
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Account: Out of the Box Advertising Account Manager: Shahna Glover Date Opened: 4/28/2014 Deadline: a. 6/16/2014 b. c. Client: Tarboo Division: Creative For Interdepartmental use only! Excessive information encouraged. JOB DESCRIPTION: ( )Concept/Campaign (X )Print ( )Broadcast ( )Direct Marketing ( )P.R. What is the main client objective? The objective is to create image for Tarboo and increase sales and traffic for the store itself, while at the same time, reaching out to the technical facilities such as Microsoft and Amazon to become a potential target market.
Who is the target audience?(demo/psychographic) The target audience for Tarboo is ages 25-40 who work in the creative industries and they’re most likely young professionals who are making $65,000+ a year. People desiring locally hand-made garments from Seattle are in this target audience.
What is the message being communicated? The message that Tarboo is trying to get across is locally hand-made garments right here in Seattle. The chambray wool plaid shirts are a must-have for any male this winter season and having a unique, custom plaid shirt that was hand-made is the perfect gift. How does client competition compare? Pendleton, J Crew, and other online retailers are competition for Tarboo. They have a much broader target market and they have an advantage of being in the heart of Downtown Seattle, while Tarboo is located in Pioneer Square.
What is your proposal/ideas for this project? To create a creative for Tarboo that will target the tech commute guys and also aware the community on their locally hand-made garments. Also, to get a shot of an artist at work, capture a photo of him designing the chambray wool plaid shirts for the holiday season on his unfinished table in the back of the store and have people get the feel of locally hand-made. A. I have ( ) have not (X) enclosed additional relevant materials and information B. Additional contact outside account representative N/A C. Special client requests, constraints, timing issues? N/A D. Budget $5,000 E. Other pertinent information Account Supervisor Approval _________________________
Alexandrea Hawkins
(X)Stay Low ()Adjustable ( )Make it Happen N/A Creative Supervisor Approval _________________________
Client Approval ___________________
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Research Appendix
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Research and Data collections Tarboo Primary Consumer Analysis Demographic Introduction: The Tarboo price point being an average range of $75-$3001 allows us to focus on a target consumer that has a level of discretionary income that can justify spending on average double that of other shops and retailers in the greater Seattle area. Furthermore being a generally more successful consumer, the Tarboo consumer has a higher degree of self worth which also attributes to their ability to justify the price range of Tarboo while also appreciating the higher degree of quality as it suits the need for completing the total image of a higher quality of lifestyle.
Income
$100,000 $80,000 $60,000
Median Household Income Median Family Income
$40,000 $20,000 $-‐ Seattle
Seattle Metro Area
U.S.
Per Capita Income
Seattle Employment by general Services type Wholesale trade, transportation, utilities
4% 8%
Government
9% 12%
Education
60%
7%
Construction & resources Finance, Insurance, & Real Estate
Source Both: http://www.seattle.gov/dpd
http://www.thisistarboo.com/collections/all Alexandrea Hawkins Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
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Shahna Glover
Demographic Analysis: Considering the Seattle median income is greater than both the national average and that of the greater Seattle Metro areas, we must also consider the current location of the Tarboo storefront. There is great opportunity in the Seattle area for greater market saturation and brand recognition. But with the current locations median income at $28,2882, we see a deficit in the surrounding income demographic with little justification for higher level discretionary spending. As long as proper marketing strategies are taken, the Tarboo label could still see growth in brand recognition and sales volumes even within the current location at the edge of Pioneer Square in Seattle. The current location for the Tarboo retail store is not within the target markets for income, ethnic diversity, or quality of life psychographics. For lacking of these major indicators of a prime location, there is possible growth due to the recent push by real estate investors to attract a higher social level of first time homebuyers, renters, and higher income families. Selling points such as rich historical buildings and locations, lower entry level price points for housing, along with larger available square footage apartments and co-ops has the potential to increase Tarboo’s neighborhood image into one more fitting of the overall Tarboo consumer that currently resides at more upscale areas in and around the Seattle areas. The median age now and in the prospective future is and will be a good match for the target Tarboo consumer.
Singles by area National median age 36
Seattle median age 37
Pioneer Square median age 42
13% Single Females
19% 14%
14.6% Single Males
23% 30%
Source: http://www.zillow.com/local-info/WA-Seattle/Pioneer-Square-people/r_271963/ http://www.zillow.com/local-info/WA-Seattle/Pioneer-Square-people/r_271963/ Alexandrea Hawkins Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
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Shahna Glover
Psychographic Introduction: The Tarboo consumer is one that shares both a strong sense of community and a strong sense of self worth. With a higher level of discretionary income, they have the ability to make choices based on their feelings more so than on cost or expenses. They also have a large variety of personal and social interests that living in the Pacific Northwest and Seattle allows. Sports, theater, and music are an important aspect to our Tarboo consumer. Their clothing tends to reflect this open, free, and eclectic way of life. Thus fitting so well into the Tarboo label products and accessories lines. Tarboo fits the consumers, and the consumers fit Tarboo. PRIZM segments With no primary consumers in the area of 98104 due to lower prosperity and employment levels, the next best area to check was the area immediately north. Within the area of 98144 the median age is 39.5 and the median income is $51,700. This area contains a better view of what the average demographic and psychographic consumer.
“29 American Dreams” Upper Mid Middle Age Family Mix American Dreams is a living example of how ethnically diverse the nation has become: just under half the residents are Hispanic, Asian, or African-American. In these multilingual neighborhoods--one in three speaks a language other than English--middle-aged immigrants and their children live in upper-middle-class comfort.”3 Social Group: 01 - Urban Uptown Lifestage Group: 05 - Young Accumulators Demographics Traits • Urbanicity: Urban
http://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=1027&id2=29 Alexandrea Hawkins Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
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Shahna Glover
• Income: Upper Mid • Income Producing Assets: Above Avg • Age Ranges: <55 • Presence of Kids: Family Mix • Homeownership: Homeowners • Employment Levels: Professional • Education Levels: College Graduate • Ethnic Diversity: White, Black, Asian, Hispanic, Mix Lifestyle & Media Traits • Shop at Kaiser Pharmacy • Visit the zoo • Read Tribune • Watch E! Entertainment TV • Volkswagen Tiguan
“07 Money & Brains” Wealthy Older Family Mix The residents of Money & Brains seem to have it all: high incomes, advanced degrees, and sophisticated tastes to match their credentials. Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots.”4 Being at the edge of the target market these are going to be the people who most likely will buy Tarboo for friends or family. They may occasionally purchase a shirt for themselves. Social Group: 01 - Urban Uptown Lifestage Group: 08 - Affluent Empty Nests Demographics Traits • Urbanicity: Urban
http://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=1027&id2=07 Alexandrea Hawkins Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
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Shahna Glover
• Income: Wealthy • Income Producing Assets: Elite • Age Ranges: 45-64 • Presence of Kids: Family Mix • Homeownership: Mostly Owners • Employment Levels: Management • Education Levels: Graduate Plus • Ethnic Diversity: White, Black, Asian, Hispanic, Mix Lifestyle & Media Traits • Shop at Banana Republic • Travel for business • Read New York Times • Watch tennis • Mercedes E Class Primary Psychographic Analysis: With Tarboo’s primary target consumers being of a more diverse and affluent nature, we can justify leaning towards more humorous and socially relevant advertising as opposed to basic informational only. The Tarboo consumer is smart, witty, and knows when they are being talked down to. Careful consideration must be taken to ensure that any advertising or marketing campaigns do not alienate potential up and coming consumers coming in to the Tarboo target market arenas.
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Secondary consumers: PRIZM segments The area of Seattle that Tarboo is located in is a diverse area with a strong population made up of a majority of middle-aged adults living in one or two person households with no children. The population in this area makes equal to or less than 25,000k a year and are often struggling.
“65 Big City Blues” Lower Mid Middle Age Family Mix With a population that's more than 45 percent Latino, Big City Blues has one of the highest concentration of Hispanic-Americans in the nation. But it's also the multi-ethnic address for lowincome Asian and African-American households occupying older inner-city apartments. Concentrated in a handful of major metros, these middle-aged singles and single-parent families face enormous challenges: low incomes, uncertain jobs, and modest educations. Social Group: 03 - Urban Cores Lifestage Group: 07 - Sustaining Families Demographics Traits • Urbanicity: Urban • Income: Lower Mid • Income Producing Assets: Low • Age Ranges: <55 • Presence of Kids: Family Mix • Homeownership: Renters • Employment Levels: WC, Service, Mix • Education Levels: Some College • Ethnic Diversity: White, Black, Asian, Hispanic, Mix Lifestyle & Media Traits • Shop at Duane Reade • Go to soccer games • Read Star • Watch Univision Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
• Kia car
“31 Urban Achievers” Lower Mid Younger Mostly w/o Kids Concentrated in the nation's port cities, Urban Achievers is often the first stop for up-andcoming immigrants from Asia, South America, and Europe. These young singles, couples, and families are typically college-educated and ethnically diverse: about a third are foreign-born, and even more speak a language other than English. Social Group: 02 - Midtown Mix Lifestage Group: 02 - Young Achievers Demographics Traits • Urbanicity: Urban • Income: Lower Mid • Income Producing Assets: Low • Age Ranges: <35 • Presence of Kids: Mostly w/o Kids • Homeownership: Renters • Employment Levels: White Collar, Mix • Education Levels: College Graduate • Ethnic Diversity: White, Black, Asian, Hispanic, Mix Lifestyle & Media Traits • Shop at FedEx Office • Read comic books • Read New Yorker • Watch soccer • Toyota Yaris.”5
http://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=1027&id2=31 Alexandrea Hawkins Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
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Shahna Glover
The psychological effects of colors and the Tarboo consumer: Going through the process of figuring out which angle would work best with the Tarboo ad it became important to convey the right message with colors as well. Discovering how colors psychologically affect the brain an important process in figuring out what consumers would be attracted by our ad. Being that Tarboo likes to use a lot of greens and blues it was important to see what these colors brought about.” “Research has linked green with broader thinking and more creative thought. People generally like green. “There seems to be a positive association between nature and regrowth,” notes Augustin. So if you want your employees to be more productive, consider painting work areas green.”6 The results with green came back very positive being that the area of Seattle is very diverse and creative area. The fact the green sparks the creative side of a person will allow Tarboo to attract the creative heart of Seattle. This is especially important since Tarboo is considered a very unique and creative store with all the clothes being produced right in Seattle. “When asked what their favorite color is, the most common answer around the world is blue. This may be because when our ancestors used to see blue – like a clear blue sky or a watering hole – it was a good sign, according to Augustin. Painting a common area of an office building blue is likely to satisfy the majority of people.”7 The fact that blue is most widely accepted is vital information because of the fact that is going to attract the majority of people to the storefront. If you notice the most popular social websites use some shade of blue. The shade blue invokes a sort of trust within the consumers. “It’s important to note that one’s environment—and especially cultural perceptions—plays a strong role in dictating color appropriateness for gender, which in turn can influence individual choices. Consider, for instance, this coverage by Smithsonian magazine detailing how blue became the color for boys and pink was eventually deemed the color for girls (and how it used to be the reverse!).”8
Source: The Logo Company http://www.forbes.com/sites/amymorin/2014/02/04/how-to-use-color-psychology-to-give-your-business-an-edge/ IBID 8 https://www.helpscout.net/blog/psychology-of-color/ Alexandrea Hawkins Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Shahna Glover Out Of the Box Advertising Seattle WA 253-468-1479 6 7
Day in the life of a consumer: At 6am Monday morning Tom’s Sony alarm clock breaks the silence with a shrill scream. After turning off his alarm he rolls out of bed in his Calvin Klein boxers, puts on some acorn slippers and shuffles over to the bathroom for a shower. After drying off, Tom picks up his Oral-B toothbrush, squirts some Crest toothpaste on the bristles, and begins brushing his teeth. Tom dresses in his chambray shirt from Tarboo and some dress pants from Nordstrom. At the door he slips on some black Mercanti Fiorentini dress shoes and leaves out the door towards his Ford Mustang. On the way to work Tom stops at Starbucks for coffee and a breakfast sandwich. Since he drove today, he pulls into a nearby pay-to-park lot, and patiently folds his cash to push into the numbered slot. As he enters his office at Microsoft, he finds that his colleagues are signing a card for his bosses 50th birthday. Once at work Tom sits down at his desk and turns on his Lenovo laptop. After a busy morning, lunch time has finally arrived for Tom. As the weather is nice, he walks down to McDonald’s and grabs a McChicken and a coffee. Back at work, as the day progressed, Tom stops by the vending machine to purchase a Coke. At the end of the day, he shuts down her laptop, and makes his way to the car. Tom stops at the dry cleaner to pick up several items he had cleaned. He then stops at Safeway to pick up some Darigold milk. Finally on his way home he pulls into Chevron to fill up his car’s tank. Once home, Tom listens to his voicemail on his Samsung Galaxy S5 and finds that his best friend, Dave, had called to ask if he wanted to go see “Godzilla”. Tom calls Dave back, and they agree to meet at AMC. Tom stops at the concession stand and buys a box of Hot Tamales and a Root beer. At home for the evening, Tom brushes his teeth with Crest Nighttime. He puts on his pajamas and crawls into bed, reaching for his book “IT” by Stephen King. After an hour of reading he turns off the lights and falls to sleep.
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Free Time Activities Electronics
Restaurants
•
Best buy
•
FRYZ Electronics
•
Radio Shack
Food
Azteca Mexican
•
Jack in the Box
Restaurant
•
Panda Express
•
Red Robin
•
Panera Bread
•
Ivar’s
•
Starbucks coffee
•
The Ram Restaurant
•
Subway
•
Taco Bell
•
Cards, books, gifts, and
Sports
Home Furnishings:
stationary
•
Seahawk’s shop
•
Bed, Bath, and Beyond
•
Barnes & Noble
•
Seattle sounders Pro
•
Pier One Imports
•
Hallmark
Shop
•
More Furniture
•
Amazon
•
EBay
•
Shoes & Footwear
Dick’s sporting goods
Brands
Clothes
DSW Show
•
Vans
•
Eddie Bauer
Warehouse
•
Cole Haan
•
Nordstrom
•
Journeys
•
Gordon Rush
•
J-Crew
•
Vans
•
ALDO
•
Clarks
•
Ralph Lauren Black
•
Label Shows
Outdoor
Social
•
Game of Thrones
•
REI
•
AMC
•
The Walking Dead
•
The North Face
•
Club Volume
•
Breaking Bad
•
Dick’s Sporting Goods
•
Tough Mudder
•
Doctor Who
•
Camping at Cougar
•
How it’s Made
Alexandrea Hawkins
Rock Campground
Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover
Tourism Currently Seattle’s Pioneer Square, Historical District, is a top rated tourist attraction for the City of Seattle and Washington State.9 Even with some of the more recent crimes and issues revolving around violence, the area continues to attract thousands yearly to it’s 20 square blocks. This heavy foot traffic is an opportunity for Tarboo to seize a stronger foothold in the tourism market segment. With the right strategies, Tarboo can easily become a destination for locally hand made and regionally sourced textiles and clothing that exudes the true Seattle style and vibe.
Source: http://www.city-data.com/city/Seattle-Washington.html
Precipitation can play a large role in the success of the tourism spending on Tarboo garments and accessories. With rainfall at a regular pace, the average guest to the City of Seattle will actively seek out warmer clothes, raincoats, or other protective items. With the growing popularity in Tarboo’s active clothing and waterproof clothing, these needs by our tourists’ population can be met at about the same expense as had they gone into a regular national retailer for rain resistant or rain proof gear. On top of their needs being met, they also have the opportunity to buy what they can easily consider a piece of Seattle and the Seattle way of life.
http://www.visitseattle.org/Visitors/Discover/Neighborhoods/Pioneer-Square.aspx Alexandrea Hawkins Arisa Nishio Chantelle Wood Justin Headley Sierra O’Brien Out Of the Box Advertising Seattle WA 253-468-1479
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Shahna Glover
Out of the Box Departments
Creative Director
Media Services Division
Shahna Glover
Radio Media
253-468-1479
Chantelle Wood
shahnalindland@msn.com
425-346-0814 chantellewood@gmail.com
Creative Division Print Media
Television Media
Alexandrea Hawkins
Justin Headley
253-632-7819
206-619-6601
lexi921@msn.com
nemoheadley@gmail.com
Sierra Oâ&#x20AC;&#x2122;Brien
Research Division Arisa Nishio
208-691-1738 sierra.obrien17@gmail.com
Nishio.arisa@gmail.com 425-221-5092
Alexandrea Hawkins
Arisa Nishio Chantelle Wood Justin Headley Sierra Oâ&#x20AC;&#x2122;Brien Out Of the Box Advertising Seattle WA 253-468-1479
Shahna Glover