2ndAcademic Proposal

BDMWILLIS

2022 Proposal

Brodie Willis April 2022

Everton Campbell

00

Contents: 01 - Brief Overview 02-03 - Primary Research 04 - Inspirational Brand Assessment 05 - Social Media Audit 06 - Current Output 07 - Innovations for Instagram 08 - Feed Mock-up 09 - Innovations For Facebook 10 - Blog Content 11 - Media Assessment 12 - Timeline

BDMWILLIS

Brodie Willis

01

Key Points: Main objectives include: - Consumer Research - Building brand awareness - Establishing brand identity and image Points to consider: - Keeping the product at the forefront - Social Media Strategies for Instagram and Facebook - Development of blog based content - Assessment of inspirational brands - Ensuring story telling and references are seen throughout - Grow the local community whilst engaging global audiences - Present Leeds as a viable option to that of London

BDMWILLIS

Brodie Willis

02

Primary Research As a way of creating primary research into the perceived target audience; a survey was created and promoted across social media. The survey was ten questions long and worked to cover several areas that were discussed within the initial meeting.

Over 60 responses were collected from menswear shoppers of different age categories all over the UK. Out of the 40 visible responses:

"How old are you?."

- 60% Of respondents belonged to the target audience - Marjoity of respondents were based within the North East.

- Facebook was the most popular social media site (75%) with Instagram being the second most popular (74%).

- Popular topics of interest/content included that of sport (football especially), lifestyle and politics.

- 75% Stated that they do not regularly interact with fashion brands across social media.

"Do you regularly interact with fashion brands on social media (e.g view page, follow, like or comment on recent posts)?"

Brodie Willis

BDMWILLIS

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Primary Research - Majority of respondents (65%) stated that they had not been persuaded to buy an item due to influencer/celebrity based promotion.

- 85% Of respondents stated that they do not regularly consume blog based content.

- When asked if they would consume the blog based content the brand intends to create, the majority of respondents responded ‘Maybe’ (43%). While 40% said no definitively.

- When asked what types of content they would expect a fashion brand to create, popular answers included that of influencer based content, lifestyle based content and imagery depicting the quality and fit of best selling garments.

- When asked if they would attend a pop up shop from a new fashion brand in their local area, the majority of responses were positive with 12.5% stating they definitely would attend, while 52.5% stated they probably would attend.

"Have you ever been persuaded to buy an item due to seeing an influencer or important figure (e.g a celebrity, politician, member of the public eye) wearing/using it?"

"If a menswear fashion brand were to create a pop up shop in your local area - would you be interested in attending?"

BDMWILLIS

Brodie Willis

04

Inspiration

Drake’s Bespoke menswear retailer with factories in Italy, Scotland and London. Brand essence revolves around “Relaxed Elegance,” with Michael Hill as creative director.

Trunk Clothiers Founded in 2010 Trunk is a menswear store based in London for those looking to discover a worldly, contemporary take on classic style.

Timothy Everest Established in 1977, the brand fuses traditional bespoke tailoring with contemporary design to creates lines that include tailoring to knitwear.

Instagram: @drakesdiary 254k features editorials, artist spotlights and behind the scenes based content. Utilises reels often.

Facebook: Liked by 14,086 people, posts link directly to branded blog content and new stock updates.

Blog: Average of 7 posts per month. The content is varied with lookbooks, interviews, food reviews and artist spotlights all being covered.

Instagram: @trunkclothiers 37.5k mixes product focused imagery with that of its own editorials. Varied forms of content.

Facebook: Liked by 3,626 people, posts are largely product focused and do not link to the brand website.

Blog: Average of 3 posts per month.

Articles mainly discuss specific products, with a small number of interviews and ‘how to,’ based stories.

Instagram: @timothyeverest 14.8k focuses mainly on editorial shots with vintage imagery referenced throughout.

Facebook: Liked by 3,099 people, posts link directly back to their blog content and work to highlight new stock.

Blog: Average of 5 posts per month.

Articles range from fashion to lifestyle to historical stories. Content is the most similar to what 2ndAcademic wants to create.

Also utilise Twitter, Pinterest and YouTube

Also utilises Twitter but has no posts

Also utilises Twitter and Pinterest

Brodie Willis

BDMWILLIS

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Current Output

www.2ndacademicstore.com Facebook

@2ndacademic

Current Output BDMWILLIS

Brodie Willis

06

Audit Brand Ownership No Activator Link to shop/email?

Could use more engaging imagery

Sign up

Model shots would work better Average of 30 likes per post Should consumers dm or use website?

Need to mix references throughout (Storytelling)

Large amount of hashtags

The current Instagram feed features a very definitive split in content between black and white images of the past, leading into basic product shots. The transition from blog to shop is very clear, with some followers commenting in confusion. This has led to a decrease in overall engagement.

Brodie Willis

BDMWILLIS

07

Follow consumer base

Instagram Ideas to help grow and maintain the audience include:

More Instagram features

Relevant highlights

Varied Content

Return to full sized feed

- Delete older posts that are no longer relevant.

- Mix original content with that of source imagery. Imagery relating to vintage fashions are still relevant to the brand story and should still be referenced. This comes as the divide between @themanofyesteryear and @2ndacademicstore appears too stark, which has resulted in a dip in engagement.

- Highlights should be used to communicate further information concerning shipping and general FAQ’s to consumers. This offers reassurance as well as a more permanent point of reference.

Additionally, highlights could be used to reshare consumer content and promote blog content.

- Features such as guides and reels could be used to further push blog based content. For example narrated videos (such as @thefashionboy) have proved very popular on TikTok. Reels could also be used to deliver styling and behind the scenes based content.

- Accessibility features should be utilised in order to add an ease of service to the brand. These would include adding a ‘shop,’ to the account as well as more opportunities to contact the brand by either a message or email.

BDMWILLIS

Brodie Willis

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Feed Mockup Mixing reference images throughout Influencer + story based content

Story based content

Resharing community content

Product focused shots

Stylized original content

Story based content

Entire outfit editorials

BDMWILLIS

Brodie Willis

09

2nd Academic

Facebook

2nd Academic 10 Apr Introducing brandstyle newof product SS22 is - The Miniback Arc! in a The timelessour classic the Ivyfor leagues coming

big way! This preppy and relaxed style is the perfect spring into Inspired by the flux of modern life, this bag works to embrace a summer sweepinglook. fluid form.

Now in-store Read available and viewboth the full story and overonline. at www.2ndacademicstore.com

Storytelling/historical references Activator

Full sized image

Since Facebook has been noted as being a popular platform amongst the target audience, we need to ensure it is as engaging as Instagram. This can be achieved by: - Making use of all basic features such as account biography as well as shop based features.

- Creating relevant and interesting links to the other original content created by the brand. This could include links to recent restocks as well as blog based content.

- Content needs to have more substance. Facebook is a lot more personal and conversational than Instagram. This is something that should be played upon by creating much longer captions and really working to highlight the brand story throughout.

- Utilise the tools the platform already has. A big part of the platform is all about building communities. This could be achieved by resharing community based content that works to show product’s being worn in the real world.

- Become available on messenger. This would work to open up brand communications and align the brand with much bigger competition. This side of the platform could be used for customer service and general enquiries any consumer may have.

Make use of key functions BDMWILLIS

Brodie Willis

10

Blog Content

2nd Academic

2nd Academic 10 Apr Introducing brandstyle newof product SS22 is - The Miniback Arc! in a The timelessour classic the Ivyfor leagues coming

big way! This preppy and relaxed style is the perfect spring into Inspired by the flux of modern life, this bag works to embrace a summer sweepinglook. fluid form.

Possible blog content ideas include:

Now available in-store Read and viewboth the full story and overonline. at www.2ndacademicstore.com

Introduction to the brand.

- Who are we? Who are the brand owners? Why was the brand created? Major inspirations?

- Everton carries a large amount of media attention around him which would be a strong aspect to work with Keywords for SEO include: Hip Store, All Blues, Leeds

Cover Image

Engaging Title Post Details Introductory Paragraph

What is the Ivy League look?

- Historical story on the rise of the ivy league style and how it is still relevant today - Will allow promotion for a large amount of products already available on site as well as a large number of external links.

Keywords for SEO include: Style Essentials, Ivy League Men’s Clothing, Ivy League Clothing Brand Spotlight: Mackintosh.

- What the brand stands for, including relevant history.

- Ensure to link back to brand to ensure relevancy.

- Could offer comment on how current offerings from the brand could be worn/styled.

Keywords for SEO include: Style Essentials, Mackintosh Online, Mackintosh London Store BDMWILLIS

Brodie Willis

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Media

The Hip Store’s Everton Campbell and All Blues’ founder and owner, Mano Dridi join forces to create 2nd Academic Store.

Publications/sites that have mentioned founder’s other brands, and/or could be asked for a feature include that of: - Hypebeast - Drapers - Yorkshire Post - Complex - Highsnobiety - Flux Magazine - Nottingham Post - FashionNetwork.com

“Inspired by the trailblazers of the past, both the fights they fought and how they dressed to impress.”

This new menswear retailer aims to deliver classic and timeless styles that will still be relied upon, in centuries to come.

Regional publications include that of: - Leeds Star Newspaper - The Yorkshire Post - Hebden Bridge Times - Telegraph and Argus - Asian Express Newspaper

The shop can be found online at www.2ndacademicstore.com and @2ndacademic on social media.

*Additional ways of advertising could include local sports clubs which the target audience may frequent regularly.

The brand is expected to create a popup store in the next coming months.

Example press release for brand launch.

Brodie Willis

BDMWILLIS

12

Timeline April Full brand launch across chosen social media sites. Need to include content such as: Brand introduction (Who, Why, What ,Where).

Existing Community Content Brand Values Shipping FAQ’s This month will be crucial in gaining and maintaining an audience. Instagram adverts as well as ‘friends’ of the brand should be used to increase engagement and reach.

May

June

This month should focus on external engagement in terms of media and blog based features.

The brand should be producing its own original content, that can then be used for further promotion.

All accounts should be well established with a regular posting schedule.

This approach will work well alongside pushing original blog based content.

Aspirational publications for a feature/coverage include:

Could look at creating competition based posts/give-aways in order to ensure and increase engagement. A post that followers then reshare on their story is an ideal way of achieving this.

Planning and promotion for pop up shop.

-Hypebeast - HighSnobiety - Drapers - Menshealth

BDMWILLIS

Brodie Willis