TABLE OF CONTENTS About the Company
3
Mission
4
Client Profile
5
Creative Brief
6
SWOT Analysis
7
Expanded Audience
8
Mood Board Images
9
Mood Board Textures
10
Competitor Analysis
11
Style Guide
12
Logo Design
13
Sample Print Ad
14
Merch
15
ABOUT THE COMPANY REI is a company that sells high-quality outdoor gear. Their gear is suitable for individuals of all skill types (beginner through expert). REI has been listed in Fortune Magazine’s Top 100 businesses to work for since 1998.
3
MISSION STATEMENT
“REI is a national outdoor retail co-op dedicated to inspiring, educating and outfitting its members and the community for a lifetime of outdoor adventure and stewardship.�
4
CLIENT PROFILE Target Audience 18-30 year-old male and females. Actively involved with fitness and outdoor activities. Beginner and expert level outdoorsy individuals.
Industry
Tone Simple
Retail
organic
Outdoor products
clean
Current Products Camping and hiking gear, women’s and men’s clothing, backpacks, bags, travel, luggage, children’s clothing, outdoor sporting equipment and clothing.
5
CREATIVE BRIEF P r o j e c t : REI Marketing Plan P r e p a r e d b y : Colin Goodman B a c k g r o u n d / O v e r v i e w : Continue Youtube series of highlighting individuals that use the company’s products in their everyday lives. Promote to traditional media sources. U n i q u e S e l l i n g P r o p o s i t i o n : Highly innovative selling technique that will catch the brand’s consumer's attention. O b j e c t i v e : Build a stronger brand relationship with customers to ultimately lead to more sales. Ta r g e t A u d i e n c e : 18-28 year-old male and females. College educated, earning roughly $30,000+ per year. W o r d s t o d e s c r i b e t h e v i s u a l e x p e r i e n c e : Adventure, nature, organic, clean, and simple. Ta g l i n e s : #OptOutside, At REI, we believe that a life outdoors is a life well lived, The REI Difference. C a l l t o A c t i o n : Coupons, gift cards, membership program deals.
6
SWOT ANALYSIS Strengths
Weaknesses
High quality gear
High prices
Brand loyalty
Exclusivity
Innovative businesses practices
W
Social media
S
Opportunities
More deals Grow social media presence
O
Threats Cheaper competitors
T
7
EXPANDED AUDIENCE
Christopher
A g e : 26 G e n d e r : Male L o c a t i o n : Portland, Oregon I n c o m e L e v e l : $35,000 S o c i a l C l a s s : Middle class O c c u p a t i o n : Web developer E d u c a t i o n : Master’s Degree M a r i t a l S t a t u s : Single H o b b i e s : Hiking, skiing, cycling, fishing M i n i B i o : Christopher likes to spend his weekends off camping with his best friends and his Siberian Husky. He also runs a successful Instagram account due to his frequent travelling opportunities.
8
MOOD BOARD Images
9
MOOD BOARD Textures
10
COMPETITOR ANALYSIS North Face: - More focused on athletes - Endurance Challenges - Custom clothing - Mountain Athletics Training
Patagonia: - Currently selling food on their website - Transparent about their environmental footprint and what goes into making their products - Free shipping on orders over $75
11
STYLE GUIDE
12
Type Faces Kenyan Coffee: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Courier New:
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
R:0 C:75
R:48
C:84
R:126 C:54
R:174 C:32
R:214 C:16
G:0 M:68
G:86
M:56
G:150 M:32
G:194 M:15
G:175 M:32
B:0 Y:67
B:100 Y:46
B:151 Y:37
B:204 Y:14
B:146 Y:42
K:90
K:26
K:2
K:0
K:0
LOGO DESIGN
Full logo
Abbreviated Logo
13
PRINT ADVERTISMENT
At REI, we believe that a life outdoors is a life well lived. The REI Difference. #OptOutside
14
MERCH
T-shirt
Hat
Water Bottle
Phone Case
15
#OptOutside