10
PHASE 1
40
PHASE 2
74
PHASE 3
92
FINAL DELIVERABLES
104
APPENDIX
SCADpro is a collaborative learning opportunity that allows students to partner with a variety of companies, all while offering real exposure to other majors and real-world projects. SCADpro is a design and innovation studio that generates business solutions for the world’s most influential brands. Operating in the U.S., Europe and Asia, SCADpro solves creative and business challenges for Fortune 500 clients, launches alumni brands through SCAD+, and provides executive education at the world’s preeminent site for the study of design and creative business thinking.
KENDRA SCOTT x SCADpro
Kendra Scott is a jewelry designer who founded her brand in 2002 with only a $500 budget. Her passion and determination launched her to success; with a company valued at over one billion dollars. The company was built under three core values: Fashion, Family, and Philanthropy.
SPRING 2019
03
Savannah College of Art and Design collaborated with Kendra Scott to assist in the research and development of concepts for a 360° campaign of Kendra Scott’s Color Bar. The KS Color Bar is a unique jewelry experience that lets customers design their own jewelry while utilizing a vibrant spectrum of stone colors and jewelry silhouettes.
KENDRA SCOTT x SCADpro
SPRING 2019
05
Paul Runko
Associate Chair Luxury and Fashion Management
Angie Dahnous
B.F.A. Film and Television
Hyewon Jeong
B.F.A. Fashion Marketing and Management
SCADpro Project Partner
Elianna Ayala B.F.A. Illustration
Raegan Levan
B.F.A. Film and Television
Camila Abuawad
Chauni Lour Blanc
M.F.A. Luxury and Fashion Management
B.F.A. Illustration
Kajal Boghara B.F.A. User Experience Design
Ana Marino
M.A. Luxury and Fashion Management
Daniela Benitez
Caridad Bustamante B.F.A. Fashion Marketing and Management
Laney Roberts B.F.A. Advertising and Branding
Juliana Sampaio
B.F.A. Fashion Marketing and Management
B.F.A. Graphic Design
Mikayla Chandler
KENDRA SCOTT x SCADpro
B.F.A. Advertising and Branding
Kelli Smith M.F.A. Industrial Design
Jake Wolfe
B.F.A. Fashion Marketing and Management
INTRODUCTION
Maggie Cassady M.A. Graphic Design and Visual Experience
Rachel Proctor B.F.A. Photography
B.F.A. Industrial Design
Caitlyn Bryant
MEET THE TEAM
Alessandro Cannata
SPRING 2019
07
TIMELINE
Through feedback and in depth research methods, the SCADpro class collectively gathered and developed insights. This was an extensive and necessary process that helped lead the team to the final campaign ideas. Each team worked effectively to bring new information to the table. This provided a wide variety of intellect to reference throughout the ideation process.
WEEK
WEEK
WEEK
WEEK
WEEK
WEEK
WEEK
WEEK
WEEK
WEEK
Project Brief
Research
Refined Concepts
Phase 1 Feedback
Mock Ideation
Phase 3 Teams
Phase 1 Teams
Concept Ideations
Phase 1 Checkpoint Presentation
Phase 2 Teams
Phase 2 Checkpoint Presentation
Ideation
Media Production: Filming & Photoshoot
Phase 3 Feedback Refinement
Process Book Printing
Final Presentation
Process Book Development
Final Deliverables Mock-ups
1
2
Research Methods
3
4
Goals for Phase 2
5
6
Goals for Final Deliverables
7
Process Book Development
8
9
10
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
09
This partnership consisted of three phases. The three phases allowed the students to work in smaller groups initially, to research and develop concepts for the “big idea.� Once the students received feedback, they moved forward with different teams for Phase 2. The Phase 1 teams were Mother of Pearls, Gunmetal, Ever Gold, and Oceanic Abalone.
PHASE 1 TIMELINE
3/29
3/30
3/31
4/01
4/02
4/03
4/04
Introduction to Phase 1 Teams
Team Research Strategy Meetings
Team Conducted Research Methods
Team Research
Team Research Proposal Presentation
Continued Research
Team Research Findings Presentation
Data Visualization
4/05
4/06
4/07
4/08
4/09
4/10
4/11
Ideation & Concepting
Ideation & Concepting
Ideation & Concepting
Ideation & Concepting
Concept Presentation
Dress Rehearsals & Concept Refinement
Phase 1 Checkpoint Presentation
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
13
RESEARCH
Before developing concepts for the campaign, the students used extensive research methods to fully understand Kendra Scott, the target demographic, and how to appeal to future customer. Teams used in-store observation, online questionnaires and survey data collection to begin the ideation process. They gathered insights on brand perception and awareness, then developed ideas through affinitization. Using sticky notes allowed the teams to visualize the research, condense their ideas and develop strategies for the Phase 1 presentation..
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
15
No
RESEARCH
respondents)
Surveys became a fruitful source of insight, helping students identify brand reach. This gave them a better understanding of how to focus the campaign.
40
35 30
Asian/Pacific Islander
25
African American
Hispanic/Latino
Yes
Q)
Based on Ethnicity
0
White
Q)
0...
0
20
Other
Q)
91%
15
100% 0%
9%
Asian/
80%
Hispanic/
African American/
Paci-nc Islander
Black
10
67%
20%
Latino
5
White
33%
•
0 Pandora
Tiffiany
& Co.
Alex & Ani
Kate Spade
Kendra Scott
• •
•
ran s eo e are am1 1ar w1 80
David Yurman
Loren Hope
respondents
70
20%
60
Asian/Pacific Islander
50
African American
Hispanic/Latino (lJ
Never Been
0 0
Neutral
16%
Satisfied
8%
Somewhat Satisfied
White
(lJ
tI
40
Other
(lJ
30
20
10 I
0 Pandora
Tiffiany &
Co.
Alex & Ani
Kendra Scott
Kate Spade
David Yurman
Loren Hope
- ·0
-urchase-
respondents)
e
30%
15%
No, I do not plan on purchasing
Brand Name/Values
No, but I would like to in the future
Quality
Yes, and I plan on returning
3%
38%
Price Style
7%
41%
PHASE 1
Yes, but I do not plan on returning
14%
52% KENDRA SCOTT x SCADpro
SPRING 2019
17
The client felt that personas were a key element to reaching the right customer. Students identified six personas who fit within the 18-35 year old demographic. These personas embodied the ideal shopper for the Kendra Scott Color Bar.
on: Loc
Jozlyn Age: 30 or ion: Realt Occupat
Elton B racelet Is elega nt and si mple, p big day, erfect fo being w r the orn by a ny bride smaid.
Danielle
Age: 27 Occupa ti
Age: 18 hool senior n: High sc Occupatio
al bouti
ly zlyn is new ay Life: Jo Day-to-D consist of ys da er h and coming engaged, Pinterest hours on She only g. n di spending ed w e perfect but their , ds n up with th ie fr le of close up er. She co h a to as h ld n the wor ea m e the s n io to opin cited ti be more ex could not year. knot next each or Bar so ng the Col zi ili n ut is ow She e their d can mak for her bridesmai of jewelry e ec pi ed customiz d She wante wedding. to enjoy ds n ie fr her ng are weari what they nt on de fi n co and feel y. her big da
que own
er and m
om Day-to-D ay Life: Danielle passion s in ’s two children life are her pre cious and the boutiqu therefo e she ow re she is ns, a self-m boss. W ade girl hen she is not perf her store ec , she lov es going ting with he r daugh shoppin ters, ge with he tting bru g r friend nch s, list improve ment po ening to selfdcasts, her fash a nd writi ion blog ng . She is u tilizi a statem ng the Color B a ent abo ut herse r to make earrings lf. She n that wil eed l show th bold and at she is s proud o f who sh able to e is, but sport it be with he fashionis r every ta outfi day ts.
Calvin Rin g Can change gem and m etal to expr you are, bu ess who t also match with your be sties.
Tyler Age: 35 e dad Occupation: Stay at hom
rring Alexa Ea add bold, alize, and n so er p to s outfits. m ay ge yd o er Has tw jazz up ev to rs lo co personal
r’s kids are the Day-to-Day Life: Tyle ently quit his light of his world. He rec e dad to his two job to be a stay at hom to spend more youngest, and be able who is 17 and is er ght dau time with his ge program next doing a foreign exchan and makes year. He likes to play golf ts always nigh e gam ily fam ay sure Frid happen. to give his Is utilizing the Color Bar embarks on she ore bef gift a daughter y watching enjo y The . her next journey wants to put their football together, and the necklace, favorite team color on something his it’s t tha sure but making y wear. daughter would actuall
Ashton
A simp
Madd le yet st ie Nec u klace gems to nning main ge rock h er scho m. She’s usin ol colo g the si rs disc de retely.
ns lic Relatio the ing in Pub She is on ent major : rs ud Age: 22 la st u ic ge an Extracurr ion: Colle works as , am te Occupat , nce otball team college da fo l’s oo h sc e th e r h S fo l. intern e schoo ide for th friends, is a tour gu time with g n di en res ca d enjoys sp an s, kend trip s. taking wee ie ud st er out h heavily ab rep olor Bar to zing the C ts to be an w She is utili t bu ’s colors hectic her college busy and r it in her ea w to le ab ay life. day-to-d
be cy loves to ay Life: Lu able or ad Day-to-D ke ta iends and ends with her fr ram. She sp her Instag r fo t os nu ot do ph ops, e. coffees sh food scen her time in w and hip ne y an or llege next co shops, to off ted to go s. She is exci e her friend sad to leav is t bu ar ye make olor Bar to zing the C but also s, She is utili nd ie fr with her eir a memory stomize th iend can cu fr are ch ey ea th so who resemble welry as je own ring to g in ch have mat e as well as tation of th d represen an update bracelet. friendship
RESEARCH: PERSONAS
Lucy
Elisa Necklace Sporting a bright colo r, but also elegant enough to wear on a day to day basis... or your next life advent ure.
Zach
Lucy Bracele t Can be dressed up or dressed do wn, depending on the celebration s, while still showing off gems that reflect you!
ency his vertising ag at local ad Age: 25 er spending or ct re di rt A ay Life: Aft e D n: m oio -t ho at e ay up m D co Occ k he likes to riend, days at wor rlf gi s hi r nner fo and cook di er likes to d after dinn ther. Jessica, an Netflix toge g in ch at w e m ti d up en g sp pickin weekends ing for Spends his well as look as bs jo e h his new it freelanc w e ur eatest capt his next gr a. Sony camer ssica ar to buy Je the Color B e just sh n Is utilizing io ot for her prom pass a bracelet ts to encom work. Wan at to ed ld iv go ce re well as e colors, as ” her favorit d. ar w “a her new represent
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
19
TEAM MOTHER OF PEARLS
TEAM Caridad Bustamante, Maggie Cassady, Hyewon Jeong, Juliana Sampaio, and Kelli Smith made up Team Mother of Pearls. After much brand and user research, this group landed on the idea of the ‘Own Your Gem.’
INSTORE VISUALS
Through digital and social media platforms, the Mother of Pearls wanted to create a culture of community for the Kendra Scott customers. They also viewed a smart phone app as a new opportunity to engage with their target users. Other marketing ideas they proposed to the client were outdoor and environmental murals, as well as an interactive quiz for customers to gain a curated collection, and a menu for The Color Bar Cocktail.
family
create
#ownyou
rgem
PRINT FOR PACKAGING PACKET OUTDOOR MURAL
celebrate MOODBOARD
PHASE 1
THE COLOR BAR COCKTAILS KENDRA SCOTT x SCADpro
SPRING 2019
21
TEAM MOTHER OF PEARLS
ONLINE EXPERIENCE
SMARTPHONE APP EXPERIENCE
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
23
TEAM GUNMETAL
TEAM MAGAZINE ADVERTISEMENTS
Team Gunmetal consisted of Camila Abuawad, Elianna Ayala, Kajal Boghara, Mikayla Chandler, and Raegan Levan. Gunmetal went in depth with Kendra Scott’s internal mantra of “Own It.” This grew into the tagline , “Find your dare to moment.” They wanted to center the campaign around the connection between individual people and their unique jewelry pieces. They proposed an incentive of posting a #DareTo moment in order for the chance to be featured in the next brand film. The submitted stories would lead the users to a micro-site that showcased Kendra’s story and other stories from the Kendra Scott community. This concept grew into social postings, powerful print, an in-store activation with light projection technology, interactive murals, three lively pop up events focused on the three KS pillars, and three story driven brand films.
PR PACKAGE
MOODBOARD
OUTDOOR MURAL
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
25
TEAM GUNMETAL
POP UP EVENTS BRAND FILM STORY BOARDS
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
27
TEAM EVER GOLD
TEAM Daniela Benitez, Caitlyn Bryant, Laney Roberts, and Ana Marino were the students of Team Ever Gold. They wanted to create a campaign that was diverse, inclusive, and tangible. They found through their research that the brand had low national awareness and they wanted to make Kendra Scott memorable and unique to reflect the nature of the uniqueness of the Color Bar customization. “Colors Change with You” was a concept created to be inclusive and create longevity for the campaign. It gave them the opportunity to utilize new color changing technology, or “gem tech”, an interactive tool which helped users determine their own color personality. Their campaign embodied the Color Bar in a way that appealed to a variety of demographics because of its deliverables.
OUTDOOR ADS
MOODBOARD
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
29
COLORS CHANGE WITH YOU TOUR
TEAM EVER GOLD
STORE DISPLAY WINDOW
presents
The Colors Change with You Tour! In celebration of the Color Bar, the Kendra Scott tour bus is stopping at a city near you!
29 ROOMS: INSIDE THE SILHOUETTES
GEM TECH
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
31
TEAM OCEANIC ABALONE
TEAM
PRINT CAMPAIGN
Based on the research gained from a completion and association surveys conducted around Savannah, Oceanic Abalone members Angie Dahnous, Chauni Lour Blanc, Rachel Proctor, and Jake Wolfe decided to explore the storytelling of the Kendra Scott Color Bar in order to enhance customer experiences. Their campaign tag line was “That Moment”, an opportunity for the customer to associate the small but significant moments with a piece of Color Bar jewelry. They wanted to convey the message that your favorite memory could live on through specially crafted Kendra Scott jewelry.
INSTORE
The team proposed a “This Sweet Moment” popup event, a tiered loyalty program for new and existing customers, strategically placed print advertisements, a brand film based on “That Moment,” a top 100 customer mailing list with refer a friend benefits, and an incentivized social media reward system.
FILM SHOOT OPTIONS
PHASE 1
MOODBOARD KENDRA SCOTT x SCADpro
SPRING 2019
33
TEAM OCEANIC ABALONE
PURCHASE PROCESS
COLOR BAR PERSONAS
CUSTOMER LOYALTY
SOCIAL MEDIA
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
35
CHECKPOINT PRESENTATION
This presentation gave each team the opportunity to showcase their research and concepts to the Kendra Scott representatives. In turn, the Kendra Scott team received plenty of information to review and create focus for the next phase of the process.
PHASE 1
KENDRA SCOTT x SCADpro
SPRING 2019
37
CHECKPOINT FEEDBACK
After the presentation, the Kendra Scott Representatives reviewed each team presentation and selected elements they wanted to be included in the next phase. The campaign idea that was chosen was “Colors Change with You”, presented by Team Ever Gold. In their feedback, they challenged students to find a deeper meaning and key message in the campaign. They also noted elements of other group presentations to be included in the next phase. They provided thorough notes regarding the development and initiatives of the campaign. This included mural activations, OOH initiatives, events and social media postings to create a cohesive message: “Colors Change with You”.
29 ROOM WITH SWING
THE COLOR BAR COCKTAIL
INSTORE COLOR BAR ELEMENTS
CHOSEN TAG LINE
KENDRA SCOTT x SCADpro
PHASE 1
OUTDOOR MURALS SPRING 2019
39
During Phase 2, the students were divided into 3 large groups and 5 micro-groups. These groups addressed each element of the campaign and dedicated time and resources to creating deliverables for the midterm presentation.
PHASE 2 TIMELINE
4/15
Introduction to Phase 2 Teams
4/16
Goal Meetings for Phase 2
4/17
Outcome Meetings for Phase 2
4/18
4/19
4/20
Team Concept Development
Presentation Strategy & Mood Boards
4/23
4/24
4/25
Finalization of Presentation & Primary Dress Rehearsal
Final Dress Rehearsal
Midterm Presentation
Team Presentations of Campaign Objectives
Midterm Goals
4/21
Establishment of Presentation Strategy & Mood boards
4/22
Finalization of Initiatives & Mock-ups
PHASE 2
KENDRA SCOTT x SCADpro
SPRING 2019
43
DIGITAL, SOCIAL MEDIA, AND INFLUENCERS
Based on the feedback and adapted personas, the digital, social media, and influencers group focused on intriguing wider audiences through social media initiatives. Their goal was to create social media buzz and drive awareness to the campaign. Based on the feedback from Phase 1, the team incorporated the Cocktail Quiz into the Kendra Scott Facets Blog. Additionally, they created geo-filters on Snapchat, a Facebook 360 canvas released for guerilla marketing initiatives, and Color Bar themed PR packages that would invite influencers to attend the launch event for the campaign. PR BOX SKETCHES
Dani Sauter
@blonde_inthedistrict 67.9k followers
KENDRA SCOTT x SCADpro
SNAPCHAT GEOFILTERS
SPRING 2019
PHASE 2
MOODBOARD
45
DIGITAL, SOCIAL MEDIA, AND INFLUENCERS
FACETS BLOG: COCKTAIL QUIZ INFLUENCERS LIST
Tanya
@modern.mrs 23.7k followers Engagement Rate: 3.67% Cost per Post: $147.75-$246.25
Kellie Brown
@itsmekellieb 70.9k followers Engagement Rate: 2.48% Cost per Post: $284.25-$473.75
Dani Sauter
@blonde_inthedistrict 67.9k followers Engagement Rate: 1.66% Cost per Post: $271.5-$452.5
Being Bridget
@being_bridget 54.1k followers Engagement Rate: 1.67% Cost per Post: $216-$360
SOCIAL MEDIA POSTINGS
Dr. Brittney J. Fusilier @brittfusilier 19.7k followers Engagement Rate: 9% Cost per Post: $130.5-$217.5
Caitlyn Neier
@caitlynneier 26.6k followers Engagement Rate: 5.17% Cost per Post: $139.5-$232.5
MIMOSAS & MANHATTAN
KENDRA SCOTT x SCADpro
PHASE 2
@courtandkelly 63.9k followers Engagement Rate: 1.59% Cost per Post: $255-$425
SPRING 2019
47
GUERRILLA
The guerrilla marketing team focused on the interactive capabilities of marketing initiatives. Their purpose was to give potential customers new ways to interact with the brand. They wanted their initiatives to be interactive and ultimately lead to a purchasing moment. The “Inside the Silhouette” storage container, the “Gem Wall”, and the “Peel Wall” all were guerrilla marketing activations that would exist in well researched locations based on target audience and foot traffic.
PEEL WALL
PHASE 2
MOODBOARD KENDRA SCOTT x SCADpro
SPRING 2019
49
GUERRILLA
INSIDE THE SILHOUETTES
ROCK WALL
PHASE 2
LOCATIONS KENDRA SCOTT x SCADpro
SPRING 2019
51
IN-STORE AND ONLINE EXPERIENCE
These students wanted to bridge the gap between the in-store and online experience. This meant creating initiatives that provided the target audience with a cohesive, enhanced experience. The team referenced the personas for inspiration in appealing to the ideal demographic. This included adding a seating area, a redesigned display for the Color Bar gems, cohesive signage throughout the store and eyecatching outdoor window displays. Based on the feedback, they took inspiration from Team Ever Gold’s 29 Rooms idea and created an in-store instagrammable moment with a swing and gem-like backdrop. This team also included cohesive signage on the website and created an interface for the Color Personality Quiz, Mood Board for In-Store and Customer Experience Design which customers could take in-store or online.
WINDOW AND IN STORE DISPLAYS
MOODBOARD PHASE 2
KENDRA SCOTT x SCADpro +
SPRING 2019 SPRING 2019 | CLC 580 | 360° Marketing Plan | Alessandro Cannate, Professor of Luxury and Fashion Management
53
IN-STORE AND ONLINE EXPERIENCE
ONLINE COLOR BAR EXPERIENCE
IN-STORE COLOR BAR TEST
PHASE 2
KENDRA SCOTT x SCADpro
SPRING 2019
55
PRINT AND OOH MARKETING
This team used inspiration from the Kendra Scott Instagram to create concepts for various print and out of home initiatives. They wanted to bridge the current aesthetic of Kendra Scott with the Colors Change with You campaign by photographing models in a single color that expressed the bold personality of the campaign in an eye-catching way.
Mood Board for Print-OOH and Direct Marketing
THANK YOU EMAIL
THANK YOU CARD ONLINE
MOODBOARD
PHASE 2
KENDRA SCOTT x SCADpro
SPRING 2019
57
PRINT AND OOH MARKETING
THE WILD POSTING
This posting was an opportunity for potential customers to gain a point of interaction with the brand. Incorporating the campaign at street level in an unexpected way would give people the opportunity to have a memorable photo moment and learn more about the Color Bar jewelry at Kendra Scott.
PRINT AD
Use of campaign imagery in various fashion magazines would be another point of awareness and interaction with the target customer. This team drafted mock-ups of print advertisements to help the Kendra Scott team visualize another aspect of the marketing strategies.
PHASE 2
KENDRA SCOTT x SCADpro
SPRING 2019
59
MEDIA PRODUCTION
The media production team used the feedback they received to produce brand films that incorporated “Colors Change with You” in a variety of narratives. They capitalized on nostalgia and storytelling moments that created lasting emotional impact and connection with the target audience. These brand films were adaptable for all social media platforms, and could also be shared on the website or in the store. Each concept presented made use of the Color Bar as a catalyst for the perfect Kendra Scott shopping experience.
Shoot Deck for Film 2
STYLING LOGLINE
Two girls prove that neither time nor distance can come between the bond of friendship. That indeed their colors have changed, but they remain close throughout the entirety of their respective experiences.
PROM
GRADUATION
LEAVING FOR COLLEGE
MOODBOARD Shoot Deck for Film 3
MOOD
STYLING
LOGLINE SUMMER BREAK
WEDDING
NYE CELEBRATION
A young woman embraces acceptance and pride in herself thanks to a special Kendra Scott Color Bar gift.
MOOD
HAIR & MAKEUP MODEL BEHAVIOR
MODEL BEHAVIOR
#PrideinYourself
HAIR & MAKEUP
MOODBOARD +
MOODBOARD SPRING 2019 | CLC 580 | 360º Marketing Plan | Alessandro Cannata, Professor of Luxury and Fashion Management
PHASE 2
KENDRA SCOTT x SCADpro
+
SPRING 2019 | CLC 580 | 360º Marketing Plan | Alessandro Cannata, Professor of Luxury and Fashion Management
SPRING 2019
61
MOODBOARD
STORYBOARD - BEST FRIENDS STYLING LOGLINE
A CEO spreads joy and color throughout her workplace thanks to her Kendra Scott Color Bar jewelry pieces.
MOOD
STORYBOARD - GIRLBOSS
MEDIA PRODUCTION
Shoot Deck for Film 1
STORYBOARD - THE COUPLE
MODEL BEHAVIOR
HAIR & MAKEUP
STORYBOARD - PRIDE +
SPRING 2019 | CLC 580 | 360ยบ Marketing Plan | Alessandro Cannata, Professor of Luxury and Fashion Management
The storyboards and mood boards allowed the client to visualize the vision of the media production team. Through visual narrative, they wanted to create a memorable and relatable experience for the target audience, by touching moments and scenarios that would connect with many consumers within the 18-35 demographic.
PHASE 2
KENDRA SCOTT x SCADpro
SPRING 2019
63
EVENTS
INSTAGRAMMABLE MOMENTS
As per feedback, the events team wanted to focus in on the key messaging of the campaign. They wanted to establish the fun and unique experience of the Color Bar at each event. Takeaways would include stickers with the campaign message, post-able photo moments, and purchase moments leading the target audience back to interact with the brand more.
INFLUENCER INVITEES
COLOR BAR COCKTAILS
MOODBOARD PHASE 2
KENDRA SCOTT x SCADpro
SPRING 2019
65
EVENTS
Pop-ups became a facet for maintaining buzz and interaction with the target audience. By utilizing the research they did in previous phases, this team knew where to find and interact with customers. They determined that select cities across the country would be the ideal locations for interaction with the target audience. In addition to the established focus in Texas, this team wanted to include cities that could attract new clientele in other parts of the country.
PHASE 2
KENDRA SCOTT x SCADpro
SPRING 2019
67
EVENTS
PACIFIC PARK Private 350 Guests Public 2,000 Guests
The Color Bar Carnival was pitched as the ultimate brand event, an opportunity to launch the “Colors Change with You” campaign and inspire future events to create longevity.
MERRY-GO-ROUND Semi-private / Private -30, -60, 90 Guests
The Color Bar Carnival would take place on the Santa Monica Pier in California, an iconic location to draw influencers and customers alike to enjoy a fully branded Kendra Scott experience. The team proposed two options for the launch: a soft opening or a larger scale event with specific activities and deliverables. The event would utilize previous initiatives of the campaign and highlight upon the Color Bar experience with Kendra acting as a fortune teller who would “predict” your gem, using the Color Personality Quiz.
WEST END Private 100 Guests
COLOR BAR FORTUNE TELLER
Launch Party Highlight the many facets of you at the
launch party in Santa Monica Pier, California!
Take your color personality test, find your iconic drink, and enjoy a wide variety of fun and games, all in the celebration of you.
Thursday, September 19, 2020
5 P.M. - 9 P.M. PCT
Santa Monica Pier, California
PHASE 2
KENDRA SCOTT x SCADpro
SPRING 2019
69
MIDTERM PRESENTATION
The students transformed their classroom into an immersive tour for the Kendra Scott representatives to experience. Each team highlighted upon The Color Bar focus and reiterated the influence of Phase 1 feedback. There were mock-tails, scrumptious cupcakes, light music, and inviting faces at each stop of the tour as the class explained their work, research, and processes thus far. Collectively, they established a connection between the Color Bar and the “Colors Change with You� campaign. They created a cohesive narrative during their presentation that provided the Kendra Scott team with much to discuss.
PHASE 2
KENDRA SCOTT x SCADpro
SPRING 2019
71
MIDTERM FEEDBACK
WATERCOLOR TEXTURE
After the midterm presentation, the Kendra Scott team reviewed the work and gave students guidance for how to continue the direction of the campaign. They strongly felt that the photoshoot imagery and the concepts presented by the guerrilla marketing team should drive the artistic vision and creative direction for the final presentation.
HAND LETTERING
COLOR BAR PHOTOSHOOT
KENDRA SCOTT x SCADpro
PHASE 2
The Print and Out Of Home team selected five models to represent 5 colors from their initial photoshoot concept. They wanted to showcase diversity in the types of models they included, to establish the campaign as an opportunity for ANYONE to use the Color Bar. They used a monochromatic theme to showcase the Color Bar jewelry and instructed the models to make their poses as fun and full of personality as possible.
SPRING 2019
73
Teams in Phase 3 remained relatively similar, as students created tangible deliverables for the final project. Teamwork was especially vital for this phase, because the class wanted to create a fully immersive experience for the final presentation.
PHASE 3 TIMELINE
4/30
5/01
5/02
5/03
5/04
5/05
5/06
5/07
Introduction to Phase 3 Teams
Phase 3 Ideation
Final Presentation Ideation
Final Presentation Ideation
Final Presentation Ideation
Mock-up Refinement from Feedback
Mock-up Refinement from Feedback
Discussion of Final Deliverables
Process Book Layout
Process Book Layout
Process Book Layout
Process Book Layout
Process Book Layout
5/08
Process Book Refinement
5/09
5/10
5/11
5/12
5/13
5/14
5/15
5/16
5/17
5/18
Mock-up Sketching
Client Video Check-in
Mock-up Sketching
Micro team goes to Austin
Micro team in Austin
Micro team returns from Austin
Mock-up Refinements
Mock-up Refinements
Presentation Refinements
Presentation Refinements
Presentation Refinements
Presentation Refinements
Process Book Development
Process Book Development
Austin Team Debrief Presentation
Process Book Development
Process Book Development
Process Book Test Printing
Process Book Test Printing
5/19
5/20
5/21
5/22
5/23
5/24
5/25
5/26
5/27
5/28
Presentation Mock-ups
Adjustments
Adjustments & Refinement
Adjustments & Refinement
Room Installation & Dress Rehearsal
Room Installation & Dress Rehearsal
Dress Rehearsal
Dress Rehearsal
Dress Rehearsal
Final Presentation
Process Book Editing
Process Book Submission
PHASE 3
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VISIT TO AUSTIN
Elianna Ayala, Daniela Benitez, Caitlyn Bryant, and Kelli Smith were selected by their classmates to visit the Kendra Scott home office and flagship store in Austin, Texas, with Professor Alessandro Cannata. They were able to meet with executives and project managers to discuss the campaign in depth, as well as tour the office to fully understand the Kendra Scott brand. They also toured three different Kendra Scott store locations in the Austin area, which all featured the Color Bar 3.0, a reimagined Color Bar experience. They came back from their visit reinvigorated to establish the feedback given during their stay in Austin.
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VISIT TO AUSTIN PHASE 3
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BTS BRAND FILMS
BRAND FILMS After the midterm presentation, the media production team began shooting the three brand films based on concepts presented during the midterm presentation. SCADpro students Camila Abuawad, Mikayla Chandler, and Raegan Levan starred in the films, while other classmates helped style the actors and sets and aid director Taylor Wedding in the production.
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BTS BRAND FILMS
The film team consisted of Taylor Wedding and Raegan Levan, assisted by Angie Dahnous. They worked tirelessly for three days to produce the content for three brand films. Raegan also starred in a film, alongside Justin Smith on the first day of production. The second day of production was dedicated to the film starring Camila Abuawad. Mikayla Chandler and Teresa Dimercurio were filmed on the third day of production for the final brand film. Caitlyn Bryant styled each film and Elianna Ayala served as the makeup artist.
PHASE 2
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BTS PHOTOSHOOT
PHOTOSHOOT During Week 7, the students simultaneously produced the brand films and the photo shoots for the print and instore signage. Rachel Proctor photographed five models on seamless backdrops that matched the jewelry and clothing they wore. Over the course of the day, many team members split their time between the film set and the photo shoot, to maximize efficiency for production.
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BTS GUERRILLA
GUERRILLA Daniela Benitez and Kajal Boghara led the design team for the guerrilla marketing initiatives. Alongside a team of industrial designers, they created a full scale rock wall and a maquette of “Inside the Gem” experience, adding to the immersive deliverables of the final presentation.
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BTS IN-STORE
I N -S T O R E Daniela and Kajal also designed the gem wall for an interactive swing moment for customers to enjoy while shopping in a Kendra Scott store. They purchased tiles that mimic gem facets to bring the cohesive gem elements to the in-store experience.
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The final presentation guided the Kendra Scott representatives and SCAD faculty through a fully immersive experience. As soon as they arrived, they were greeted by students, who ushered them to the three rooms where full-scale deliverables, maquettes, mock-ups, and activities were set up to convey the “Colors Change with You� campaign through a branded experience. The students reiterated the presence of the Color Bar and its relevance in each area of the marketing campaign.
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MIDTERM FEEDBACK PHOTOSHOOT
PHOTOSHOOT
IN-STORE DISPLAY
I N -S T O R E D I S P L AY WINDOW DISPLAYS
The Kendra Scott in-store signage is branded to match the overall Colors Change with You campaign. By using real-world models, bold color blocking outfits, and coordinating Kendra Scott Color Bar jewelry, we hope to catch the customer’s eye with these bright in-store signs. The signs come in a variety of sizes, including 8”x 10”, 4”x 5”, and 3”x 3” as well as digitally for the Color Bar display screens. They use hand-drawn patterns, Color Bar gems, and lettering to create a unique aesthetic that everyone will love. Within the signage there are product labels, so customers who love the pieces on the models can know exactly what they’re looking for.
FINAL DELIVERABLES
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IN-STORE DISPLAY
I N -S T O R E D I S P L AY WINDOW DISPLAYS
They wanted to catch the customer’s eye by creating bold and beautiful window displays that not only encapsulate the Colors Change with You campaign, but also offer customers that Instagrammable moment. By incorporating the hand-drawn gems and hand lettering that has been utilized through the entire campaign, they created a window display that promotes the uniqueness and personalization of the Color Bar. Here are a few varieties of how the window display could look, including the standard, double standard, and extra large window. FINAL DELIVERABLES
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EVENTS
EVENTS
BRANDED SURFBOARD
To accompany the Colors Change With You launch party, the team created branded surfboards to relate the event to the location chosen. EVENT FLOOR PLAN
This is a floor plan mock-up that the team decided was best fitted for the launch party’s purpose.
YELLOW CARPET
When entering the Colors Change With You launch party, a yellow carpet will be present for a shareable moment or for press purposes. FINAL DELIVERABLES
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GUERRILLA
GUERRILLA HASHTAG MOSAIC
They team decided that setting up a custom mosaic activity and partnering with a company such as Luster, would be beneficial for Kendra Scott. Luster offers high-tech experiential solutions that allow event guests, social media followers, and others to interact with the company and brand in a unique way. Luster offers two unique social media opportunities: the Hashtag Mosaic Wall and the Hashtag Printer. The Hashtag Mosaic Wall allows Kendra Scott event attendees to contribute live and in realtime by using a unique social media hashtag. Guests can snap a photo at the event, post on their Instagram or Twitter, and receive a photo sticker that they will place on the one-of-a-kind mosaic. As the mosaic begins to materialize, guests will take part in their own social contribution. TO ACCESS THE FINAL PRESENTATION & ALL DELIVERABLES USE THE QR CODE. Open your Camera app and point it steady for 2-3 seconds towards the QR Code you want to scan. Whenever scanning is enabled, a notification will appear. If nothing happens, you may have to go to your Settings app and enable QR Code scanning. If QR Codes isn’t an option in your settings, your device unfortunately can’t scan QR Codes natively. But don’t worry, this only means you’ll have to download a third-party QR Code reader app. QR Code Reader: Currently with 291,000+ reviews, this QR Code reader app is the most popular on Google Play Store. Step 1: Open the Camera app either from the lock screen or tapping on the icon from your home screen. Step 2: Hold your device steady for 2-3 seconds towards the QR Code you want to scan. Step 3: Click on the notification to open the content of the QR Code.
KENDRA SCOTT x SCADpro
FINAL DELIVERABLES
Another unique experience that they can bring to Kendra Scott events, pop-ups, and other out-of-store opportunities is the Hashtag Printer, also in partnership with Luster. Guests can snap a photo on their own device, post on their Instagram or Twitter using the event’s unique social media hashtag, and receive a 2”x 3” branded photo that they can take with them as a keepsake.
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The Appendix features a team picture and a credit page for the students outside of the SCADpro team who greatly contributed to the process.
THANK YOU
On behalf of the entire class, we would like to thank first and foremost the Kendra Scott team. Your help throughout the process has been invaluable and thank you for all the resources. Of course, thanks to our professor and mentor Alessandro Cannata, and to our account manager Paul Runko. Their guidance throughout the project was essential for the creation of the marketing campaign for the Color Bar.
We also want to give a special mention and thanks to the following students for helping us with the creation and edition of our campaign films, and bringing to life the gem wall design: Taylor Wedding (Film and Television): co-writer, co-producer, co-director, director of photography and editor.
KENDRA SCOTT x SCADpro
APPENDIX
Olivia Schneider (Film and Television): editor Eric Johnson (Film and Television): editor Kat Ellig (Production Design): production designer Justin Smith (Performing Arts): cast- guy Teresa Dimercurio (Performing Arts): cast- best friend Jordan Kurz (Industrial Design): gem wall construction Charlie Conlan (Industrial Design): gem wall construction Floyd Liu (Industrial Design): gem wall construction Fahad Aljurbua (Industrial Design): gem wall construction Chris Langley (Industrial Design): gem wall construction Will Sanders (Industrial Design): gem wall construction
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