BRAND | 2015
INTRODUCTION PROGRAN CATALOG SHEET PROGRAM TATICAL GOAL SETTING THE STAGE BRAND HISTORY BRAND CHALLENGE
BRAND
BRAND TURNAROUND DEFINE OURSELVES BRAND POSITIONING OUR BRAND BRAND COOPORATION BRAND INITIATIVES DEFINE OUR FUTURE BRAND FORWARD
2
PROGRAM CATALOGUE SHEET: BRAND POSITIONING BOLD MOVE: 6
Engage Emotional Connection Within our Community
TACTICAL TARGET:
Extend the LTV of our Promoters by 40% & our customers by 50% within the next 3 years.
DESCRIPTION: and
Organize and refine Vi’s brand visual language into a document to use in North America International countries to ensure brand unity, including all new and existing PMO’s
VALUE PROPOSITION: • Unified message is easier to understand and to pass on to team members • Cost-effective for Promoters when the brand is consistent and the training tools they use stay relevant • Consistent branding helps customers to distinguish products WHY: • Cuts printing and production cost allowing product and collateral to have longer usage • Helps to train new, and current Vi employees on brand • International measurement to regulate brand standards KPI’S: COST SAVINGS • Actual cost can be measured by comparing printing year over year • Production cost- Designer efficiency (year over year) • Salary costs KEY PROJECTS: Challenge Program Re-brand, PMO Definition & Brand, Packaging Re-brand, Vi Brand Book CROSS FUNCTIONAL SUPPORT: Content Marketing, Video
3
PROGRAM TACTICAL GOAL: BRAND POSITIONING SUPPORTS TACTICAL TARGET (BM 6): Extend the LTV of our Promoters by 40% & our customers by 50% within the next 3 years.
PROGRAM TACTICAL GOAL
• Innovation in Product Design and Promoter Tools • Elevate our Brand Image and Digital IQ • Maximize the Potential of our Direct-To-Consumer Sales • Expanding our Brand into New PMO’s • Re-Positioning ViSalus as Leader in the Direct Selling Market
4
BRAND HISTORY
BRAND TIMELINE
BraND pHotoGrapHY StYLe
First Name Last Name
Photos are an important way that ViSalus expresses itself as a company. The imagery we choose is approachable, edgy, inspirational and fun—just like us. To showcase the authenticity of our brand, ViSalus often highlights real people who get real results from using or selling our products. In our branding, we highlight Customers, Promoters, Body by Vi Champions, Vi-Models and more. In our branding, we highlight Customers, Promoters, Body by Vi Champions, Vi-Models, showcasing the Vi-Life.
|13 56|
WANT TO WIN MONEY AND PRIZES FOR LOSING WEIGHT?
WelcoMe
See more details inside.
to the challenge
FUEL YO UR CHALLENGE
THE BODY BY Vi CHALLENGE IS TAKING WEIGHT OFF THE WORLD ™. ONE PERSON AT A TIME. 10 LBS. AT A TIME. ™
with the shake mix that tastes like a cake mix!™
OBESITY IS A GROWING EPIDEMIC
THAT IS THREATENING THE HEALTH AND THE FUTURE OF THE WORLD.
BILLION
ADULTS WORLDWIDE ARE OVERWEIGHT OR OBESE. Source: World Health Organization
AT LEAST
MORE THAN
MORE THAN
1.4
HALF 2.8
EITHER OVERWEIGHT
®
Layk yn Owc zarzak
Proprietary Tri-Sorb™ Protein Blend to support lean muscle and help your body burn fat Low fat Low sodium Low sugar Lower carbohydrates Lactose-free Gluten-free Heart-healthy Certified OU Kosher
PEOPLE DIE EACH YEAR AS A RESULT OF BEING
OR OBESE. Source: American Heart Association and Statistics Canada
Vi-Shape Shake Mix
“I have lost over 170 lbs. on my weight loss journey” Challenge Champion 2012
MILLION
OF ALL AMERICAN AND CANADIAN ADULTS ARE
OVERWEIGHT
OR OBESE.
Nicole Lyons
Source: World Health Organization
Challenge Champion 2012 Lost 60 lbs. over multiple Challenges
With today’s quick-fix culture and faster-paced lifestyle, it’s no secret how we got here. People are looking for a real solution. The Body by Vi Challenge™ is that solution. We’re here to challenge you to make your health a priority. Instead of forcing you to adapt your lifestyle to fit a program, the Body by Vi Challenge adapted our program to fit your lifestyle. It’s the fast-food solution you’ve been searching for—we offer a healthy alternative that’s simple, affordable, great-tasting—and most importantly, it WORKS!
Less than $1.50 per shake!
Your individual results likely will vary. Every Challenge is different because you set your own goals. ViSalus® does not encourage extreme or rapid weight loss.
READY TO TAKE ON THE BODY BY Vi CHALLENGE ? ™
Change your life in 90 days with a leading weight-loss and fitness Challenge platform.
3
LOST
LOST
66 lbs.
72 lbs.
SimpLE. FASt. AFFordAbLE… And TASTES AmAzinG!
TONYA & TERRY GARDNER | Fort Pierce, FL
COUPLE CHAMPIONS
STEPS TO VICTORY
CHALLENGE RESULT: Lost 138 lbs. as a couple over multiple Challenges FAVORITE KIT: Fit Kit
STEP 1: SET A GOAL Challenge yourself to shed some lbs., participate in an athletic event or achieve your optimal physique. Then go public on challenge.com to join a like-minded community to help you with your goal.
STEP 2: SELECT A KIT Pick the Challenge Kit that best matches your 90-day goal.
STEP 3: ENTER TO WIN
1
DAY
Rhonda Logan
PROJECT 10™ Weekly Winner 2013 Lost 12 lbs.
Submit your results for a chance to win from over $47 million in free products, prizes and vacations.* enter.vi.com *Based on actual 2012 awards Body by Vi Challenge™ goals can be (or include) weight loss, building lean muscle or improving energy and endurance. Every participant should consider his or her personal circumstances and create goals that are both reasonable and achievable. ViSalus® discourages rapid and extreme weight loss, which can actually be unhealthy and emphasizes that safe and sustainable weight loss is never achieved without exercise and sensible eating. Persons with preexisting medical conditions should consult a healthcare professional before embarking on any fitness, health or weight-loss program.
ENG
LOST
22 lbs.
LOST
55 lbs.
LOST
74 lbs.
Connect with us for inspiring stories, expert tips and special offers.
TEAM IN IT TO WIN IT | Miami, FL
TEAM CHAMPIONS
/visalus
WAtCH it!
CHALLENGE RESULT: Lost 151 lbs. as a team over multiple Challenges FAVORITE KIT: Transformation Kit
@visalus .visalus.com
See why Vi-Shape Rocks!
/visalusvideo
Your individual results likely will vary. Every Challenge is different because you set your own goals. ViSalus® does not encourage extreme or rapid weight loss.
/
/ 1 FuelYourChallenge_Final.indd 1-1
12/28/12 12:11 PM
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BRAND CHALLENGE
BRAND CHALLENGE: CHANGING PRECEPTION Drop in new customers, increasing attrition rate and decreasing volume/customer avg. value
Customer Activity &
Percentage
120
100 90 80
110
70 60
100
50 40
90
30 20 80
10 Month 1
2
3
4
5
6
7
8
9
10
11
12
FINDINGS/QUESTIONS More than 50% do not finish the challenge. Why? Average lifetime value 2 months or $233 After 90 days 30% remain customers After 1 year, 6% 8
BRAND CHALLENGE: AREAS OF CONCERN
• Multiple Corporate logo configurations leads to confusion • Unessescary redundandcy in promoter tools leads to confusion • Design /production practices, that unnecessarily waste resources • Strategic roll-out of new products without integration into existing product line leads to customer confussion • Marketing budgets relying on outdated company metrics • Digital properties with outdated information leads to message confusion and lost opportunity • Outdated Products and Kits being sent to customers
9
BRAND TURNAROUND
BRAND TURNAROUND: EXCERPTS FROM MANAGEMENT
• Seek-Simplicity point of view or vision for the brand • Streamline of Printing and Production process • Develop organization design expertise • Build up Brand awareness/culture • Create a defined set of Priorities for the Brand • Promote Follow-through on execution, especially in production for everything Brand-related
11
BRAND TURNAROUND: ACTION PLAN
IN 2014, CREATIVE ESTABLISHED A CORRECTIVE ACTION PLAN TO PROVIDE A FOUNDATION FOR A SUCCESSFUL BRAND TURNAROUND BASED ON 3 BASIC PRINCIPLES
12
BRAND TURNAROUND: ACTION PLAN
Existing Packaging
BEGIN WITH BASICS 13
BRAND TURNAROUND: ACTION PLAN
REAL WORLD VOICE
14
BRAND TURNAROUND: ACTION PLAN
DYNAMIC USER EXPERIENCE
15
BRAND TURNAROUND: ACTION PLAN Brand Sequence Strategy
1
New user experience begins with product packaging
2
3
4
Products are combined into Promoter Kits
Kits are Marketed on Vi.com
Promoter uses ViNet to manage own business
5
Promoter Markets on website
Action Steps • Design Packaging strategy
• Develop Customer/promoter kit strategy • Refine shipping/fullfillment boxes
• Redesign vi.com with direct sales
• Roll out new ViNet back office
• Develop new suite of download promoter items
16
BRAND TURNAROUND: ACTION PLAN
FOUNDATION Articulate a vision for the brand and refine our understanding of the target audience, our positioning, and truly understand our community
Develop a strategy for cleaning up Promoter tools
Create a new user experience that begins with signing up, through fullfillment to training.
Develop a clean up/refresh plan for digital properties that incorporates a new User Experience for Direct Sales
Develop design solutions that simultaneously elevates the brand and cuts Production costs
ACTION STEPS • Re-align the corporate program structure • Clean up and unify corporate logo system • Develop an expansion plan for new PMO’s to live in the brand • Audit of existing tools • Schedule for cleanup • Consolodate printed tools that can easily be adapted to international markets • • • • • •
Design packaging strategy Develop customer/promoter kit strategy Redesign vi.com with direct sales Refine shipping/fullfillment boxes Roll out new ViNet back office Develop new suite of download promoter items
• Align brand experience between all digital platforms including; Vi.com, Challenge.com, Vi-Net and Vi-Life Hub • Create shopping cart experience for Direct Sales on Vi.com that can be rolled out to other PMO’s • Design Promotion campaign template to capture direct sales • Define analytics plan to capture user experience tendancies • Partner with Social Media to incorporate more storylines for posts • • • •
Eliminate all extraneous aspects of current packaging line Roll out new packaging strategy across all products Redesign shipping cartons for all products Reduce spending on marketing-centric photography 17
BRAND TURNAROUND: COST ANALYSIS CREATIVE WAGES: 2015 - COG Brand Development (8.25% of budget) Brand Definition Brand Implementation Brand Documentation / Training
$775,000 $65,875
4.25% 2% 2%
Total Cost $65,875 Programs Savings Project: Printing $428,701 Photography $145,000 Sub Total
$573,701
Brand Development
$65,875
TOTAl ROI
$507,826
18
BRAND TURNAROUND: COST ANALYSIS
Solid Financial Savings
Strong Operational Performance
PACKAGE PRINTING COST: 2013 - $797,498 2014 - $454,142 2015 - $258,011(to date 8/15)
CREATIVE WAGES: 2013 - $1,768,316 + $792,812 (online) $2,561,128 Total 2014 - $866,500 + $1,694,628 Savings 2015 - $778,739 -$65,012 (variance) + $ 152,773 Savings
Result: Gross Savings since 2013 BBVI PHOTO COST: 2013 - $200,000 2014 - $ 64,000 2015 - $ 55,000 Result: Gross Savings since 2013
+ $343,356 Savings + $ 85,345 Savings
+$428,701 Savings
+$136,000 Savings +$ 9,000 Savings
+$145,000 Savings
Result: Gross Savings since 2013 +$1,847,401 Savings INTERNATIONAL PROJECTS: 2013 - -- ------- ------- -----2014 - --- +$136,000 Savings 2015 - --- +$ 90,000 Savings Result: Gross Savings since 2013 +$180,000 Savings
19
BRAND TURNAROUND: EFFICIENCY LEARNING TO DO MORE WITH LESS RESOURCES
CREATIVE 2014
Product jobs
304
Events
89
Content 295 Total jobs
1897
CREATIVE 2015
Packaging jobs
526
International jobs
74
Challenge jobs
67
Vi cares jobs
56
Total jobs (to date) 1656
INTERNATIONAL Total jobs (to date)
363 20
BRAND TURNAROUND EXPANDING OUR BRAND FOOTPRINT IN ALL CHANNELS
Online
Product
Events
Promotions Websites Social Hub
Brochures Flyers Tools Posters
Total Brand
Packaging Labels Guides Signing Banners Presentations
21
BRAND POSITIONING
BRAND STATEMENT
ViSalus’ vision is to become the world’s most trusted and recognized healthy lifestyle brand. To achieve this vision, we will focus on 8 Bold Moves: 1: Create a culture of greatness 2: Expand global presence 3: Engage and equip our full time promoters to grow and drive overall growth
MISSION: Taking Weight Off the World . One person at a time. 10 lbs. at a time. ™
4: Foster integration and growth within company 5: Develop healthy fast food around every meal of the day (food and drink) 6: Engage emotional connection within customer experience 7: Drive operational excellence 8: Deliver a profitable and sustainable business model
23
WHAT DEFINES US? ViSalus is a healthy lifestyle company committed to transforming Life, Health and Prosperity around the world by creating meaningful connections, supporting physical transformations, and promoting entrepreneurial freedom. Through their flagship program, The Challenge, ViSalus has developed a leading platform for achieving weight-loss and fitness results. Founded in 2005, ViSalus develops innovative weightmanagement products and nutritional supplements that it markets and sells direct-to-consumers through an international sales force of independent Promoters. ViSalus offers its products in North America under the ViSalusŽ brand and in Europe under the Vi™ brand. ViSalus is headquartered in Troy, Michigan, with offices in Los Angeles and throughout Europe.
24
THE Vi PROMOTER ViSalus appeals to Energetic, free spirited Entrepreneurs who are young or young at heart. Our promoters see themselves as glamorous, youthful, edgy with an attitude.
• 25 to 50 years old • Confident • Independent • Motivated • Daring • 25 to 50 years old • Self starter • Spontaneous • Enjoys traveling • Active social life
25
BRAND STORY
HOW WE TELL OUR STORY Events • Testamonials • Training • Parties and Groups • Word of mouth
Digital Marketing & Social Media • Display ads • WinBack campaign • Email • Sharable banners
26
COMPETITOR BENCHMARKS
Inspirational
Informational
Most Effective
Least Effective
27
PRODUCT POSITIONING PRICE HIGH
STYLE CASUAL
DESIGNER
LOW
28
BRAND AWARENESS Our Brand awareness is not as strong as some competitor premium brands, demonstrating the work ahead
Facebook Vi vs. Competitors: Likes
29
OUR BRAND
OUR BRAND
50
OUR BRAND
LIFE BRAND
BRAND PHOTOGRAPHY I CHALLENGE CHAM
4_ABrand Strategy_creative_h1
51
OUR BRAND
LIFE BRAND
BRAND DESIGN I Vi LIFE
-LIFE
LIFE
Stars & Stories of the Vi™ Community • Volume 10
Stars & Stories of the Vi ™ Community • Volume 12
Stars & Stories of the Vi ™ Community • Volume 11
WE’RE CHALLENGING THE WORLD… 10 LBS. AT A TIME
Vi-LIFE GOES DIGITAL! More Stories! More Forms of Media! More Interactive! ANYTIME. ANYWHERE.
WHY YOU DON’T WANT TO MISS
THE NEXT NST
CHALLENGING THE WORLD… 10 LBS. AT A TIME
IN 2014...
5-STAR AMBASSADOR
ERNEST ROSS
LIFE Stars & Stories of the Vi Community • Volume 13
FROM PERSONAL TRAINER TO PASSIONATE PROMOTER
CHALLENGE TRANSFORMATION
MIKE BURNS
UK’S FIRST BODY BY Vi CHALLENGE™ CHAMPION
SUMMERTIME IS CRUNCH TIME! Hit your goals & cross the RST stage
EXCLUSIVE Q&A New 5-Star Ambassadors Jason & Amber Silverthorn
BUSINESS TIP OF THE MONTH Vi Germany’s first Ambassador Ralf Schönwerth
HUNDREDS OF THOUSANDS OF PEOPLE HAVE BEEN CHALLENGED AND NEARLY...
100,000 NEW PEOPLE JOINED THE CHALLENGE
4,000 PEOPLE
HAVE “LOST IT” LEADING TO 4,000 PROJECT 10™ KIDS WHO WON
20 TONS
OF WEIGHT LOST THROUGH PROJECT 10™
CELEBR ATING OUR L AST PRINT ISSUE
52
4_ABrand Strategy_creative_h
OUR BRAND: STANDARDS GUIDE
LIFE BRAND
Green PMS 368
Special Packaging: Silver PMS 877
GLOBAL BRAND LOGO
Solid Black
On-Air Animated: Metal/Silver
Background: PMS Cool Gray 11 Logo: White
Background: Solid Black Logo: White
(Backgrounds below are for event branding, marketing and recognition materials)
Background: Green PMS 368 Logo: White
Background: Solid Black Logo: PMS 368
Background: Gray PMS 428 Logo: Solid Black
4_ABrand Strategy_creative_h1 | 13
53
OUR BRAND: STANDARDS GUIDE
LIFE BRAND
CAUSE LOGOS
We’re proud to have donated nearly 5 million meals to kids through our giving efforts; as our Community grows, the more of an impact we’re able to make.
For every 10 lbs. you lose on PROJECT 10™, Vi will donate 90 days of nutritious meals, snacks and drinks through our PROJECT 10™ Kids charity partners to help a child on the road to better nutrition.
4_ABrand Strategy_creative_h1 | 18
54
OUR BRAND: STANDARDS GUIDE
LIFE BRAND
USING TYPOGRAPHY Captions
Raw materials are manufactured into finished products under tightly controlled, good manufacturing practices. Quality control testing throughout the manufacturing process ensures quality in every batch.
Nimbus Light
DID YOU KNOW?
1. SET YOUR GOAL HOW WOULD YOU LIKE TO… Lose 10 lbs.? Get in shape for the next big family event?
WANT TO LOSE WEIGHT?
Once you’ve set your goal, “Go Public” by shooting a video and sharing it on our free app — Challenge Mobile, or our online community — challenge.com
Organizing your content 2. SELECT YOUR KIT in a clear and concise is Kits as with important to the Brand’s integrity Vi offersmanor Challenge great-tasting products that help you get the results At the colors. center of The Challenge are… usingyou thewant. correct
as
The font example above is a company brochure Vi CRUNCH SUPER CEREAL “Style Sheet” that organizes the fonts by use. • 12 grams of Proprietary • 12 grams of Proprietary Tri-Sorb These Fi-Sorb protein protein blend can be scaled up for posters ad blend • Low fat • 5 grams of prebiotic fiber down for pocket guides (as appropriate). • Low sodium • Vitamins & minerals Vi SHAPE SHAKE
™
• Low sugar • Lower carb than other brands • Lactose free • Gluten free • Heart-healthy • Certified OU Kosher • 23 vitamins and minerals
CONTAINS SOY
GOOD SOURCE OF FIBER
SUITABLE FOR VEGETARIANS
GLUTEN FREE
LACTOSE CONTAINS KOSHERGOOD CONTAINS CONTAINS HEART SUITABLE GOOD GOOD NON–GMO SOURCE SOURCESUITABLE SUITABLE SUITABLE KOSHER FOR FOR LACTOSECONTAINS GLUTEN GLUTEN FOR CONTAINS CONTAINS SOURCE GOOD GOOD SOURCE SOURCE GLUTENSUITABLE FORFOR GLUTENGLUTENFREE SOY SOY SMART VEGETARIANS OF SOY FIBER PROTEIN VEGETARIANS VEGETARIANS FREE FREE SOY OF FIBER SOY DAIRY OFSOY FIBER SOY OFOF FIBER FIBER VEGETARIANS VEGETARIANS FREE FREE FREE
GOOD LACTOSE LACTOSE SOURCE KOSHER SUITABLE KOSHER KOSHERFOR NON-GMO HEART GLUTEN HEART LACTOSEKOSHER LACTOSEHEART KOSHER HEART HEART OF FREE FREE FIBER VEGETARIANS DAIRY DAIRY SOYSMART SMART SMART FREE PROTEIN DAIRY FREE FREE SMART DAIRY DAIRY SMART
WANT TO GET ACTIVE OR FIT?
™
• Antioxidants rosemary and grape seed extracts • Low sugar • Low sodium • Low fat • 0 grams trans fat • No cholesterol • No wheat or wheat gluten • No lactose • No artificial colors, flavors, sweeteners or preservatives • Caffeine free • OU Kosher certified
NON–GMO NON–GMO LACTOSE CONTAINS KOSHER KOSHER GOOD CONTAINS CONTAINS HEART SUITABLE GOOD GOODNON–GMO SOURCE SOURCE SUITABLE SUITABLE KOSHER FOR FOR NON-GMO KOSHER NON-GMO KOSHER KOSHER CONTAINS SOURCE GOOD SOURCE FOR SUITABLE GLUTENFOR SOY SOY PROTEIN FREE PROTEIN SOY DAIRY SOY SOY SMART VEGETARIANS SOY FIBER PROTEIN VEGETARIANS VEGETARIANS VEGETARIANS OF FIBER SOYSOY PROTEIN PROTEIN OF SOY FIBER OFOF FIBER FREE
GLUTEN GLUTEN LACTOSEGLUTENFREE FREE FREE FREE
LACTOSE LACTOSE LACTOSEKOSHER FREE FREE DAIRY FREE
SHAPE
FUEL
GOOD SOURCE OF FIBER
SUITABLE FOR VEGETARIANS
GLUTEN FREE
LACTOSE CONTAINS KOSHERGOOD CONTAINS CONTAINS HEART SUITABLE GOOD GOOD NON–GMO SOURCE SOURCESUITABLE SUITABLE SUITABLE FOR FOR LACTOSECONTAINS GLUTEN GLUTEN KOSHER CONTAINS CONTAINS SOURCE GOOD GOOD SOURCE SOURCE FOR GLUTENSUITABLE FORFOR GLUTENGLUTENFREE SOY SOY SMART VEGETARIANS OF OF SOY FIBER FIBER PROTEIN VEGETARIANS VEGETARIANS FREE FREE SOY SOY DAIRY OFSOY FIBER SOY OFOF FIBER FIBER VEGETARIANS VEGETARIANS FREE FREE FREE
GOOD LACTOSE LACTOSE SOURCE KOSHER SUITABLE KOSHER KOSHERFOR NON-GMO HEART GLUTEN HEART LACTOSEKOSHER LACTOSEHEART KOSHER HEART HEART OF FREE FREE FIBER VEGETARIANS DAIRY DAIRY SOYSMART SMART SMART FREE DAIRY FREE FREE SMART DAIRY DAIRY PROTEIN SMART
10 chances to win $1,000. We announce 10 new winners every week… you could be next!
NON–GMO NON–GMO LACTOSE CONTAINS CONTAINS CONTAINS HEART SUITABLE GOOD GOODNON–GMO SOURCE SOURCE SUITABLE SUITABLE FOR FOR KOSHER KOSHER GOOD KOSHER NON-GMO NON-GMO CONTAINS SOURCE GOOD SOURCE FOR SUITABLE GLUTENFOR KOSHER KOSHER KOSHER SOY SOY PROTEIN FREE PROTEIN SOY DAIRY SOY SOY SMART VEGETARIANS OF SOY FIBER FIBER PROTEIN VEGETARIANS VEGETARIANS VEGETARIANS SOYSOY PROTEIN PROTEIN OF SOY FIBER OFOF FIBER FREE
GLUTEN GLUTEN LACTOSEGLUTENFREE FREE FREE FREE
LACTOSE LACTOSE LACTOSEKOSHER FREE FREE DAIRY FREE
Font Size:
10pt.
Leading:
14pt
Body copy Nimbus Light
TRANSFORMATION
Font Size:
10pt.
Leading:
14pt
PROJECT 10 Weekly Winners
Complete a full 90-Day Challenge and enter to become a Body by Vi Challenge Champion Sub headlineand win:
Kick-start your weight control and build lean muscle
FUEL
Fuel your weight-loss and fitness Challenge goals
CORE
For maximum weight-loss support†
Newzeit LightCASH PRIZE • $5,000 Font Size: 20pt. • Professional Photo Shoot
Leading:
22pt
NON–GMO NON–GMO KOSHER KOSHER NON-GMO KOSHER KOSHER SOY SOYPROTEIN PROTEIN PROTEIN SOY * Get the full details at 3forfree.vi.com
KOSHER KOSHER KOSHER HEART DAIRY DAIRY SMART DAIRY
HEART HEART NON-GMO HEART SMART SMART SOYSMART PROTEIN
NON–GMO NON–GMO NON-GMO KOSHER SOY SOYPROTEIN PROTEIN PROTEIN SOY
ACTIVE/FITNESS | Get active and achieve a fitness transformation
Track your progress, and enter to win at challenge.com
FIT
Font Size:
40pt.
Leading:
44pt
LEADERSHIP INNOV “Once I lost my first 10 lbs., I started to notice the difference… and so did other people! Hearing that support helped me lose the next 10, and the next 10, until I had lost over 100 lbs.!”
Take your fitness performance to the next level†
Font Size:
All Challenge Kits are backed by our 90-Day Money-Back Results Guarantee. You have nothing to lose… but the weight!
WEIGHT LOSS | Achieve a weight-loss transformation
Vi MODEL | Compete to be the face of The Challenge
Newzeit Light
Helps support your active lifestyle†
MALE, FEMALE, COUPLE AND GROUP CHAMPIONS ACROSS 3 CHALLENGE CATEGORIES:
• Free Vi Gear & Vi Products
Headline 1 All Caps
Fuel your weight-loss and fitness Challenge goals
CHEMICAL IDENTIFICATION AND TESTING OF INGREDIE-NTS ENSURE THEY MEET GOOD.
• Personal Branding Package
Newzeit Bold
HEART HEART NON-GMO HEART SMART SMART SOYSMART PROTEIN
RAW MATERIALS ARE MANUFACTURED INTO FINISHED PRODUCTS MANUFACTURING PRACTICES. Quality control testing throughout the manufacturing process ensures quality in every batch. At ViSalus, we believe that we’re part of something much bigger than ourselves. Through Vi-Cares, our philanthropic initiative, we aim to positively impact our local communities and share our success with those less fortunate. Charity photography should support our brand’s commitment to giving. See the following examples for guidance.
Lose 10Light, lbs. and rock the exclusive “i Lost TIGHTLY it.” T-shirt. For CONTROLLED, every 10 lbs. you lose, you earn UNDER GOOD Nimbus All Caps
Headline 2 All Caps
KOSHER KOSHER KOSHER HEART DAIRY DAIRY SMART DAIRY
Batches of product are packaged, labeled and loaded onto pallets for shipping. Quality control testing ensures that finished products meet label claims.
BODY BY Vi™ CHALLENGE PRIZES
† These statements have not been evaluated by the Food and Drug Administration. This product is not intended to treat, diagnose, cure or prevent any disease.
CONTAINS SOY
7pt
™ PROJECT Body head 10 PRIZES
CHALLENGE KITS THAT DELIVER RESULTS No matter what your goal, Challenge Kits give you a selection of Vi products to help you get the results you want.
Be on the cover of The Challenge Magazine?
Leading:
Getting in the best shape of your life is already a great reward… But what if you could also win money and other prizes along the way?
OVER 750,000 FREE CHALLENGE KITS ALREADY GIVEN AWAY!
Build 10 lbs. of muscle?
5pt.
3. ENTER TO WIN
Taking The Challenge with at least 3 friends can triple your chances of success. That’s why we introduced the 3 for FREE Program.
Every Challenge success story starts with a simple goal.
Font Size:
ANTES62pt.
Leading: Eric Laquerre Vi Model Champion
OVER
66pt
- RACHEL GROVES
LEADER INNO
$100,000,000
PROJECT 10™ Winner & Weight loss Champion
IN TOTAL PRIZE VALUE AWARDED SO FAR. YOU COULD BE NEXT!
KOSHER KOSHER KOSHER
4_ABrand Strategy_creative_h1 | 40
55
OUR BRAND: STANDARDS GUIDE
LIFE BRAND
BRAND COLOR
STEP 1: SET A GOAL
VALUES
INSPIRING
TRUST
Be inspired. Be inspiring.
Build trust through collaboration.
LIFE
Once you’ve set your weight-loss, active or fitness goal, Go Public by shooting your video and posting it on challenge.com.
Stars & Stories of the Vi ™ Community • Volume 11
THE POWER OF GOING PUBLIC - By declaring your goal, you increase your chances of succeeding on your Body by Vi Challenge™. - You become more accountable, and are more likely to stick with your Challenge goal. - You gain monumental support from your friends, family and the entire Vi Community.
STUDENT
ENTREPRENEUR
Be a good teacher and a better student.
Think like an entrepreneur; be resourceful.
CHALLENGING THE WORLD… 10 LBS. AT A TIME
TELL US,
IN 2014...
WHAT’S YOUR CHALLENGE GOAL?
HUNDREDS OF THOUSANDS OF PEOPLE HAVE BEEN CHALLENGED AND NEARLY...
100,000 NEW PEOPLE JOINED THE CHALLENGE
4,000 PEOPLE
22
SIMPLICITY
CHALLENGE
Seek simplicity.
Challenge yourself. Challenge others.
THE CHALLENGE
HAVE “LOST IT” LEADING TO 4,000 PROJECT 10™ KIDS WHO WON
You are 25% MORE LIKELY to lose your first 10 lbs. by going public with an “i WANT it.” video for PROJECT 10 ™. THE CHALLENGE
20 TONS
OF WEIGHT LOST THROUGH PROJECT 10™
23
STEP 1: SET A GOAL
Once you’ve set your weight-loss, active or fitness goal, Go Public by shooting your video and posting it on challenge.com.
With over 3 million Body by Vi Challenge ™ transformations, we discovered the secret.
THE POWER OF GOING PUBLIC - By declaring your goal, you increase
THE KEY TO CHALLENGE SUCCESS IS LOSING YOUR FIRST 10 LBS!
your chances of succeeding on your
That’s why in 2014, we are Challenging the World… 10 lbs. at a Time. For every 10 lbs. lost, you can win money and help PROJECT 10 ™ Kids.
Body by Vi Challenge™.
THE SECRET OF 10
- You become more accountable, and are more likely to stick with your
Why Your First 10 lbs. Can Determine Your Ultimate Success
Challenge goal. - You gain monumental support from your friends, family and the entire Vi Community.
TELL US, WHAT’S YOUR CHALLENGE GOAL?
NEW IN
WHO WILL YOU CHALLENGE TODAY? You are 25% MORE LIKELY to lose your first 10 lbs. by going public with an “i WANT it.” video for PROJECT 10 ™. 22
THE CHALLENGE
THE CHALLENGE
vi.com 23
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VOLUME 10 | Vi•LIFE
2014!
Prior to the launch of PROJECT 10™ at the beginning of 2013, Vi™ had helped over 30 million Body by Vi Challenge™ transformations. This led to a powerful discovery that would change how we start and finish each 90-Day Challenge…. The key to long-term weight-loss results is in losing your first 10 lbs.—it’s the basis for how PROJECT 10 came to be. That’s why in 2014, we are Challenging the World… 10 lbs. at a Time with PROJECT 10™ Challenge. Challenge yourself to lose 10 lbs., or build 10 lbs. of muscle with PROJECT 10, then Challenge others to do the same. The more you Challenge, the more fun it is, and the more likely you ALL are to succeed. Plus, for every 10 lbs. lost, you can win money and help PROJECT 10™ Kids. Regardless of your Challenge goal, it’s those first 10 lbs. that are the most crucial to lose.
And once you do… You see it. When you look in the mirror, you may notice that your pants are looser, your clothes fit better, you look better and you exude confidence. You hear it. You gain social affirmation from various people—from those who know you well, to those in the Vi Community who have followed your Challenge progress, to those who haven’t seen you in years and can’t believe you’re the same person.
weight loss and beyond. The story in the following pages started with the first 10 lbs., but evolved into a remarkable feat that once seemed impossible. The 10-lb. factor is not a coincidence… it’s a secret that was brought to light because of its powerful and undeniable effect. And remember, SHHH is no longer the word. Share this with everyone you know, because the Secret of 10 is not a secret anymore.
You feel it. You are revitalized with more energy. You become stronger, have more endurance, and are able to push yourself even further. But most of all, you are motivated by it, and empowered with the certainty that you can achieve much more—fueling the fire in you. You are filled with a sense of pride and accomplishment because losing those 10 lbs. validates your ability to commit to something. Getting that far means you can overcome food temptations and make significant lifestyle changes. All of these things are a result of losing those 10 lbs., which ultimately determines your success in the path to
NOW THAT YOU KNOW THE SECRET… WHO WILL YOU CHALLENGE? Get started at challenge.com Vi•LIFE | VOLUME 10
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4_ABrand Strategy_creative_h1 | 42
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BRAND COOPORATION
BRAND COOPORATION Our sourcing strategy has materially contributed to the turnaround we’ve seen in the Brand. Going forward the sourcing strategy must evolve to enable growth of the Brand.
• Ensure continued sustainability through rigorous social compliance practices • Continue to optimize quality, cost and speed - Leverage new vendor and direct factory relationships to enhance competition while improving service and evolving our product - Enable speed through adoption of vendor managed inventory - Continue open communication channels with Supply Chain to ensure quality
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BRAND INITIATIVES V I . CO M D I R E C T SA L E S
PROGRAM CATALOGUE SHEET: VI.COM DIRECT SALES BOLD MOVE: 4
Foster Innovative Promoter Growth Systems
TACTICAL TARGET:
Refine existing & identify 2 new growth systems per year.
DESCRIPTION: and but
Vi.com is the main customer website destination. They are able to get product, Challenge, community information. There are Customers that want to purchase directly through vi.com have to go through a complicated system for them to purchase product.
VALUE PROPOSITION: • Customers are able to purchase directly from Vi.com • User-friendly shopping experience while making a purchase on vi.com WHY: • Customer-focused entrance for people who wish to learn more about Vi. • As our community evolves, vi.com should evolve with it. It should remain the flagship for introduction to our products an community. • Showcase new company offerings. • Educate new customers and support promoters in-the-field to create a positive experience for them. KPI’S: COST SAVINGS • Actual cost can be measured by comparing site traffic and sales conversion year over year • Maintenance Cost (year over year) • Initial Design/Marketing/Programming cost KEY PROJECTS: Shopping Cart Development, User experience, 60
CROSS FUNCTIONAL SUPPORT:
PROGRAM TACTICAL GOAL: VI.COM DIRECT SALES SUPPORTS TACTICAL TARGET (BM 4): Refine existing & identify 2 new growth systems per year
PROGRAM TACTICAL GOAL
• Drive Direct Sales by New Customers • Convert New Customers to Become Promoters • Simplify User Experience • Eliminate Confusion
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BRAND INITIATIVES: VI.COM DIRECT SALES VI.COM DIRECT SALES SHOPPING EXPERIENCE
Thank You
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BRAND INITIATIVES: VI.COM DIRECT SALES DIRECT SALES COST OF PROGRAM COST OF PROGRAM Program Development Design Development: Design Production Programming: Documentation Quality Assurance:
160 hrs 60 hrs 200 hrs 25 hrs 120 hrs
Total Development hours
565 hrs
Program Marketing Marketing Launch Plan Advertising/Promotion Editorial
120 hrs 120 hrs 10 hrs
Total Marketing hours
250 hrs
Annual Maintenance Programming Design Marketing: Office Support:
240 hrs (20 hrs per month) 35 hrs 40 hrs 15 hrs
Total Maintenance hours
330 hrs
TOTAL HOURS
1,145 HRS (@ $80.00 hr)
PROGRAM COST
$91,600
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BRAND INITIATIVES: VI.COM DIRECT SALES DIRECT SALES PROGRAM PROJECTED REVENUE Three year plan for Vi.com Direct Sales reflects growth fueled by great products, better user experience, marketing plan and social media blitz
5%
$1.56m 4%
3%
$975k
2%
1%
0
$585k $312k
.8%
2015
1.5% 2016
REVENUE FROM ORDERING CUSTOMERS TOTAL CUSTOMERS: 144,883
2.5%
4%
$39m
2018
2017
$39M
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BRAND INITIATIVES: VI.COM DIRECT SALES
REVENUE FROM ORDERING CUSTOMERS TOTAL CUSTOMERS: 144,883
$39M
DIRECT SALES PROGRAM PROJECTED REVENUE
$3,432,000
DIRECT SALES COST OF PROGRAM 1ST YEAR $91,600 ND TH 2 - 4 YEAR $79,200 4 YEAR COST TOTAL
-$170,800
ROGRAM PROJECTED REVENUE $3,432,000 4 YEAR COST TOTAL
-$170,800
4 YEAR ROI
$3,261,200
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BRAND INITIATIVES V I N E T R E - D E SI G N
PROGRAM CATALOGUE SHEET: ViNET WEB BOLD MOVE: 4
Foster Innovative Promoter Growth Systems
TACTICAL TARGET:
Refine existing & identify 2 new growth systems per year.
DESCRIPTION:
Vi Net web is the Promoter hub. They track all sales and communicate with team, It stores everything in their day-to-day operations and is their training hub.
VALUE PROPOSITION: • Business back office tool for promoters and customers to manage orders, view reports and stay in touch with their organization. • Allows promoters and customers to stay up to date with company promotions WHY: • Provides Vi a direct line of communication to active promoters • Empowers users to manage their account and orders and communications KPI’S: COST SAVINGS • Growth in subscriptions • Frequency of repeat user log-ins. • Total log-ins a month displayed as a percentage of ordering users KEY PROJECTS: User Interface design, Clean up of resource library, Re-design ViNet Mobile CROSS FUNCTIONAL SUPPORT: Sales, Marketing, IT 67
PROGRAM TACTICAL GOAL: ViNET WEB SUPPORTS TACTICAL TARGET (BM 4): Refine existing & identify 2 new growth systems per year
PROGRAM TACTICAL GOAL
• Create New User Experience that is Best in Industry • Equipe Promoters with up-to-date Information and Support Graphics • Develop Solution that is Easy-to-Update and reduce programming bugs • Drive Up Subscriptions byAdding Value to ViNet • Move ViNet In-house for Development
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BRAND INITIATIVES: ViNET WEB ViNET REDESIGN
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BRAND INITIATIVES: ViNET WEB ViNET REDESIGN COST OF PROGRAM COST OF PROGRAM Program Development Design Development: Design Production Programming: Documentation Quality Assurance:
720 hrs 200 hrs 1040 hrs 55 hrs 1040 hrs
Total Development hours
4079 hrs
Program Marketing Marketing Launch Plan Advertising/Promotion Editorial
120 hrs 120 hrs 10 hrs
Total Marketing hours
250 hrs
Annual Maintenance Programming Design Marketing: Office Support:
9000 hrs (750 hrs per month) 360 hrs (30 hrs per month) 180 hrs (15 hrs per month) 60 hrs (5 hrs per month)
Total Maintenance hours
9600 hrs per year
TOTAL HOURS
1,145 HRS (@ $80.00 hr)
PROGRAM COST
$768,000
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BRAND INITIATIVES: ViNET WEB ViNET REDESIGN: PROGRAM PROJECTED SAVINGS Three year plan for Vi.Net Redesign reflects cost savings by bring the job in-house, revenue growth fueled by increasing subscriber base.
2m
1.5m
Icentris Cost Development Cost Maintenance Cost Savings
1m
500k
0
500k
$768k
$768k
$552k
$552k
2017
2018
$343k $160k
$160k
$1.32m
$651k
$166k
1m
1.5m
2m
2015
2016
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BRAND INITIATIVES: ViNET WEB ViNET REDESIGN: ROI
ViNET REDESIGN: CURRENT COST (2015-2017)
$3,960,000
ViNET REDESIGN: COST OF PROGRAM 1ST YEAR: DEVELOPMENT 2ND YEAR: DEVELOPMENT + MAINTENANCE 3RD YEAR: MAINTENANCE
$160,000 $503,000 $768,000
TOTAL COST OF PROGRAM
$1,431,000
3 YEAR ROI
$2,529,000
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BRAND FORWARD
LOOKING AHEAD We have tremendous opportunity to build on our evolving digital marketing strategy and digital IQ to drive Direct Sales and strengthen overall brand awareness
DIGITAL MARKETING CHANNEL
STRATEGY
Paid Search
Focusing search engines primarily on new customer acquisition through non-branded terms and leveraging “Product Discount Promotions� to drive conversion
Target Ads
Serving up branded marketing to increase brand awareness and drive new traffic
Retargeting
Identifying qualified site traffic and serving up relevant product ads to aggressively improve conversion
adQuadrant
Partnerships for developing new customer engagement
Search Engine Optimization
Embedding relevant keywords throughout site to improve organic search ranking
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BRAND FORWARD: NEXT STEPS
Expansion of Digital Business Accelerating Ecommerce Growth Build up Social Media Simplify User Experience Accross all Platforms Brighten up Color Strengthening our Digital IQ Build on Basics Expand PMO Brands Tell More Compelling Stories Capture Founder’s Energy 75