Community Project w/ North Sails

I WANT TO BE SEA:N COMMUNITY PROJECT FOR NORTH SAILS

Masters Promotion, Communication & Digital Media Eng Class 1 Ann-Sophie Meuleman, Micaela Lons, Rosario Sanchez, Sandra Hilltomt

Benchmark..................................................2 SWOT.............................................................8 Trend analysis...........................................13

TABLE OF CONTENTS

Suggestions...............................................19 Target groups...........................................26 Social media Playbook.........................33 Proposed plan..........................................44 KPIs.................................................................56 Campaign Calander...............................61 Budget..........................................................62 Conclusion..................................................64

I WANT TO BE SEA:N

Meet Our Team

Ann-Sophie Meuleman https://www.linkedi n.com/in/annsophie-meuleman6a4503197/

Micaela Lons https://www.linkedi n.com/in/micaelalons/

Rosario Sanchez https://www.linkedin.c om/in/rosario-sánchezprat-64a5a719b/

Sandra Hilltomt https://www.linkedi n.com/in/sandrahillt omt/

I WANT TO BE SEA:N

Introduction North Sails reached out to us communication professionals of Isititutio Marangoni to create a community project and a omnichannel campaign for their brand. We were very grateful for this opportunity and started with an in-depth analysis of the communication and current target group of the North Sails. During this reach we always put the goal of North Sails first: "We turned the defeat into motivation and the challenge into achievement". After thorough research, we realized that the question of North should be turned around: What does the target group want? We concluded that the brand awareness of North Sails is not that high among late Gen Z's. Therefore we focused on the need of the target group (Gen Z's) and we decided to create a campaign with the objectieve: creating brand awareness among the Gen Z's in Milano.

In this written report we propose our proposed plan: I WANT TO BE SE:AN. We recommend you to dive into our report, because it's worth reading it.

To conclude we would like to thank North Sails for this opportunity and our lecturer Fiorenza Sarotto.

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BENCHMARK

Competitors An important part of the current communication analysis was comparing North Sails with its competitors.

North Sails is active in the outdoor activity wear market. After an in-depth general analysis of the market we concluded that: Patagonia, The North Face, Paul & Shark Yachting & Arc'teryx are the biggest competitors of the North Sails.

On the next two pages you find detailed description of the competitors and a competitors analysis where we compared the four brands with the North Sails. We analysed it as followed: We positioned social commitment brand versus individualistic & innovative versus heritage. North is just as Patagonia very focused on social commitment and is trying to create awareness among their target groups, but North Sails stays closer to their heritage: The Ocean.

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BECNHMARK

An American brand , that is '"in business to save our home planet."

Has a strong community.

Market segmentation includes men and women aged 18-35. Those with a disposable income, who maintain an active lifestyle, enjoy nature and outdoors, have value for quality products and are conscious buyers.

(Sublett, 2018) While Patagonia seeks to minimize the environmental impacts of their products, there is a production impact for every item.

Patagonia advocates against the "wear and dispose" mentality, that is so often found in consumerism.

Since Patagonia products have a relatively high price, customers may only purchase items on a yearly basis.

Patagonia has the best relationship with their community and the brand loyalty is very impressive.

The target group of the North face: trendy outdoor enthusiasm. The target group has an active lifestyle and are athletic. The North sales consumer care about the values: innovation, quality, performance and sustainability.

The North Face is a lifestyle brand and they are used to serving different communities.

The North face is a culture and they are very good in creating technical and innovative clothes and content. They have a high performance, quality and style.

They sell products for skiing, backpacking, work-outs , outdoor activities and climbing.

The North Face focuses on a bigger target group and on niche markets, this results in a higher unity. They are also better in using trendy and innovative trends and programs.

Paul & Shark, is an Italian sportswear brand.

Perceived as synonymous with casual elegance, freedom and comfort.

Arc’teryx is part of the Armer Sports Executive board. They are seeking further growth through strengthening the brand awareness and distribution coverage.

Clothing for sailing, recreation, tourism or diving. In addition, footwear and accessories are made.

The target group are outdoor enthusiasts, who interested in extreme sports for both genders.

Was born in 1921, by Giuseppe Daco, who opened his small textile factory near Milan.

The market is for the technical premium urban-lifestyle audiences.

Consumers: women and men, who are between 25-55 years.

Their social networks are more organized than North Sails and it has an extra elegance.

They use their social media to create content and awareness of the brand.

The awareness and engagement is higher than the North Sails and they are better in creating content on social media.

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BENCHMARK

COMPETITORS ANALYSIS SOCIAL COMMITED

STRONG REPUTATION & BRAND LOYALTY

INNOVATIVE

HERITAGE

STRONG USE OF INNOVATIVE AND TRENDY PLATFORMS & CONTENT

STRONG LIFESTYLE PRESENCE AMONG ALL AGE GROUPS

STRONG REPUTATION & BRAND LOYALTY

INDIVIDUALISTIC

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SWOT ANALYSIS

S

W

O

T 5

SWOT

STRENGTHS The brand bible is well described.

S

Has a strong history and the core values of the brand are align with the passion of the brand.

The commitment to protect the ocean. Ex. Adapt a Coral.

Honest communication about their vision and mission. Ex: Indicated on the website which sustainable development goals they focus on.

Current target group: Highly specific. They make content for the water sport enthusiasm and sailors.

The content of the Instagram page and website is consistent and a fit for the current target group.

The North Sails has quality materials that are made in an innovative way.

The core values, brand story, vision and mission are well designed and different than the competitors.

The website is a useful tool for the current target group.

The ambassadors they choose, their projects and collaborations are well developed and fit with the vision and mission of The North Sails.

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SWOT

WEAKNESSES Content for the lifestyle target group is missing.

W

They must become North Sails of the Sea before Patagonia becomes the North Sails of The Sea. There is no community for the lifestyle performance group.

The structure of the website must be adapted. The content on the homepage is mainly focused on sailors and water love enthusiasts.

The North Sails collection Instagram account is missing interactive content.

The USP of the North Sails is clear for the sailors and the water sport enthusiasm, but for citizens of the city it's a bit more vague. Online the North Sails looks more as a sailing brand even though they want to make the ocean a better place for everyone and want to reach a bigger target group.

They don't communicate enough about their collaborations and special projects.

The North Sails does not invest enough in the use of innovative channels. Eg: twitter or Twitch.

The brand hasn't totally defined on which target group they want to focus in the future.

The engagement rate on the Instagram page of the collection could be higher, also the brand bible needs an update to fit the digital landscape.

There is missing content of the outdoor wear collection on the homepage of the website and on the Instagram page: The North Sails collection, they should use more the Instagram features.

The amount of followers of the North_Sails Instagram page is much higher than the Northsails_Collection. The North Sails is not active enough on the Instagrampage of the collection.

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SWOT

OPPORTUNITIES The lifestyle, citylife and interests of the younger groups.

O

Partnerships with non profit organizations and social causes that want to help the ocean.

The change of the social media landscape due to Covid-19, TikTok, Discord and Web3. These are the powerful networks of the future.

The rising of the outdoor industry. More customers are embracing the outdoors and the retailers than ever.

The growing market and position of Asia.

The interest of the Gen Z's: The group is more concerned about the environment, sustainability and mental health.

Due to Covi-19 many people had to stay at home and brands had to come up with new ideas of pleasing the audience: homegating, livestreams, online activation with the fans, tailgating rituals with foods and drinks for the stay at home fans.

The Gen Z audience love conscious offers.

People are spending globally more time outdoor and are investing in new activities.

Consumers have the desire to connect to nature, the local community and the outdoors.

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SWOT

THREATS

T

Sea polluters.

Climate changes. the war between Ukraine and Russia.

An economic downturns that leads to restricted consumer spending for the middle class.

North Sails should claim the sea in the cities before one of the competitors will do that.

The competitors have a bigger unity with their costumers and are well-know in the market of the Gen Z's.

Many brands have taken clear stance on social issues and create campaigns about it. Ex: Nike supporting Colin Kaepernick, the face of the NFL’s “anthem protests and H&M launched a Pride collection in 2018 in support of the LGBTQ+ community.

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TREND ANALYSIS TRENDS FROM WGSN.COM

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TREND ANALYSIS

OUTDOOR RETAILER S/S 22 More people than ever are embracing: the outdoors and the outdoor retailers. Retailers and brand must focus on the consumers’ new needs.

The outdoor industry has a tightknit community and brought outdoor lovers together in a new way for a deeper connection. For this industry a strong community is prominent.

Highlights:

Action points the outdoor brands should focus on: The outdoor is for everyone.

Be innovative with eco-performance fabrics.

Co-creating with your consumer through community events and digital outreach.

Equip for extended adventures.

Because of the outdoor lovers there is a growing category of the lifestyle wear.

The outdoor brands and retailers are feeding every outdoor wishes therefore they are delivering on gender diversity.

Durable naturals and high- performance are taking a prominent place in the outdoor market.

Brands rethink ways to give raw material and product a second life.

It’s important that brands focus on this action point, because consumers are becoming more educated about authenticity and sensitivity in brand actions.

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TREND ANALYSIS

Design Priorities: Outdoors New consumers are entering the outdoor market, Brands will need to focus on inclusivity, climate adaptation and affordability.

In the UK, value and mass retailers are investing the most in outdoors, followed by specialist retailers.

In the US, sport; technical retailers take the lead, with value and mass who are following.

The jackets and hiking boots, the fundamentals of the outdoor attire, are key elements of the outdoor market.

Outdoor summer sandal styles is also making a high growth.

Action points the outdoor brands should focus on: Prove a product's worth Because of the Consumers' increasing frugality and scepticism, particularly in younger age-groups.

Design for longevity Choose durable materials and trims that can stand the test of time.

Embrace a new consumer Brands and retailers that welcome new consumers will be rewarded in the long term.

Create an outdoors starter kit: Provide an entry-level base-layer, mid-layer and shell, and educate on how this system works.

Enhance safety: Educate on outdoors safety protocol. Provide internal infographics on garments and accessories.

Expand size and fit options: Comfort is key. Ensure pieces that fit different body shapes, sizes and foot widths.

Collaborate with underrepresented groups: Uniqlo worked with Flock Together to create a birdwatching collection that felt relevant to the collective.

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TREND ANALYSIS

SOCIAL MEDIA FORECAST 2022 The new digital attitudes, lifestyles and cultural shifts are impacting the social media landscape.

There are now 4.62 billion global social media users and by mid 2022, it’s anticipated that 60% of the world’s population will be on social platforms. In addition Covid-19 radically changed digital culture.

Between changes or growths, some examples are: TikTok will further cement itself as a hub for entertainment and an incubator of talent, attracting over 1.5 billion total users by end 2022.

There will be more emphasis on Discord and Web3 communities where niche groups, drawn together by similar interests, connect and attempt to power the future.

Action points: Normalise filterless imperfection Brands should engineer moments that encourage young people to embrace the imperfection.

Brace for the avatar economy The avatar economy will evolve alongside the metaverse, and brands should experiment with new types of direct-to-avatar commerce.

Create moments of digital balance Brands should offer spaces for interaction and community building. It’s not about digital detox, but rather content in moderation that adds value.

Monitor TikTok talent TikTok is the new Hollywood, but brands must look beyond LA for ambassadors and be mindful to the inapp culture they’re getting involved in.

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TREND ANALYSIS

TAILGATING: KEY ENGAGEMENT STRATEGIES The new trends that should be a part of the next season tailoring strategies. Brands should focus on creating new ways of following a sportgame for the audience. Thereby, the team and the community are connected to the fans.

1. Homegating: Brands are adding interactive and gamified components for the crowd to enjoy the game at home.

2. Sport teams and the tailgating culture need to connect the fans via games, livestreams and online activations.

3. Gen Z fans will be interested in incorporating new tailgating products and experiences that reflect a more conscious lifestyle. Brands will have to offer conscious options for the Gen Z fans.

4. With the stay-at-home option brands will have to design tailgate rituals.

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TREND ANALYSIS

NEW CONSUMERS GROUPS: BOOM OF SPORT AND OUTDOORS IN 2021 In 2020 and 2021 exercise and connection to outdoor spaces took an important place in the lives of the consumers. In 2020 there was an increased growth, a 50%, of park visitations in: South-Korea, Spain, Canada and Italy.

Long term changes due to the lockdowns will be: Consumers have the desire to connect to the nature, the local community and the outdoors.

Action points brands can take: 1. Reviews matter.

2. Digitize achievement.

3. Sharing is caring.

4. It's all about aftercare.

5. Employ local legends.

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1. IMPLEMENT INTERACTIVE INSTAGRAM CONTENT.

SUGGESTIONS After a thorough current communication analysis, competitor research and trend analysis, we believe that there are some guidelines, action points that North Sails can follow to improve their communication and channels . The guidelines should make it easier for North Sails to appeal and to reach multiple target groups. The suggestions we're providing are mainly focused on the target group the Gen Z's. (lifestyle group).

2. HOMEPAGE IMPROVEMENTS. 3. FOCUS ON DIVERSIFY CHANNELS. 4. INCREASE THE ENGAGEMENT RATE OF @NORTHSAILS_COLLECTION ACCOUNT. 5. FOCUS ON THE FACEBOOK PIXEL & GOOGLE ADS.

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AREAS OF IMPROVEMENT

1. ADD INTERACTIVE INSTAGRAM CONTENT INSTAGRAM LIVE

REELS

The Instagram page @NorthSails_collection is intended for the lifestyle target group. That target group is a younger one, but the content that is currently provided is not up to date and interactive enough.

A good way to attract younger target groups is to use Instagram features like: reels, stories, collections, story highlights, IGTV, Filters and Instagram Live.

Examples: Trends.

Product reviews.

Remixes.

Examples: Feature guests.

Talk about products.

Discuss events.

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AREAS OF IMPROVEMENT

1. ADD INTERACTIVE INSTAGRAM CONTENT. 1 INSTAGRAM STORIES Your current content is not designed in a user friendly way.

TAP, NOT SWIPE

HARD TO READ TOO MANY DETAILS NO EMOTIO A MOVING IMAGE IS BETTER!

''SWIPE UP FOR MORE'' LINK IS MISSING

UNNESESSARY DETAIL, DISTRACTS FROM THE IMPORTANT FACT.

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AREAS OF IMPROVEMENT

2. HOMEPAGE IMPROVEMENTS

A

C

On the homepage: More interactive content for Gen Z.

B

The content of the explore tab: should be put on homepage.

Make the social media & the B corporation certification icons on the website more visible.

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AREAS OF IMPROVEMENT

2. HOMEPAGE IMPROVEMENTS A. On the homepage of the website there should be more content available to attract the lifestyle target groups.

Website visitors are already a step ahead in the purchase process. They are looking for content that will take them out of the consideration phase.

That's why we think it's important that you play out the explore content as indicated in the pictures more on social media and the homepage of the website. The content can be offered in a different format: a video, reels, voice message and much more. It will convince the interested parties to proceed to the purchase process.

B.The content of the explore tab on the website should be more played out on the homepage and the social media channels.

The content of the website at this moment is mainly addressed to the lifestyle group. We recommend to put more innovative content on the homepage or information of the explore part to attract the lifestyle group. One of the competitors we analyzed is using innovative content on their homepage to attract different nichetarget groups. The way the North Sails is using innovative content materials on their website it works, it can be a good source of inspiration to make the aesthetic of the website more modern.

C. Make the social media & the B corporation certification icons on the website more visible.

Two very important factors that the target audience must be able to find on the website: the link to the social media channels and the certificates that the North Sails is a company that derives its profit from its social and environmental performance. It must be clear that the North Sails has been recognised for being sustainable.

Currently, the social media icons are too much at the bottom of the website and each icon looks too different visually.

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AREAS OF IMPROVEMENT

3. FOCUS ON DIVERSIFY CHANNELS Start testing the waters on new and more relevant channels such as: TikTok, Twitch and Discord.

The media landscape is shifting due to several factors: Covid-19, economic changes in countries and the change of the interest and behaviors of the consumers.

North Sails already has a TikTok account (unverified), but they don't post content on it and the account has a very low amount of followers. We recommend using Tiktok consistently. It is a good channel to attract young target groups like Millennials and Gen Z'ers.

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AREAS OF IMPROVEMENT

4. INCREASE OF THE ENGAGEMENT RATE @NORTHSAILS_COLLECTION ACCOUNT To achieve a higher engagement rate they should focus on adding interactive content and they should be more interactive with their Instagram audience. In the social media playbook we propose three new content themes. The content themes are creating consistency for the Instagrampage and content.

Being interactive with the audience also means: try to have conversations and reshare the content of the audience. At this moment there is a low amount of reactions to the photos and a low amount of likes of the photos comparted to the amount of followers: 40.200 followers. Interacting with the public must become a priority. How can this be done as smoothly as possible? Regularly use stories in which you ask questions to the audience or respond and like their reactions. In the social playbook we give some example on how you can use the Instagram story and connected with the followers.

5. FOCUS ON THE FACEBOOK PIXEL & GOOGLE ADS. With the Facebook pixel data, it is easy to build a customer base and target it to certain audiences with ads. After visiting your website & social media channels several times, we did not get any targeted ads. Therefore we recommend you to insert the Facebook pixel into your website. Because it gives your brand many additional advantages for creating advertisements.

Google is a searching machine that is daily used by the public. As a brand you miss out on a lot of information if you don't use Google Ads. With Google Ads (SEA) you can collect more information of visitors of the website, you can increase your ClickThrough-Rate and in the end: your online sales.

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TARGET GROUP

TARGET GROUP

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TARGET GROUP

BRAND DNA TODAY

BRAND DNA TOMORROW

SPORT GARMENTS

LEADING BY EXAMPLE

GOOD QUALITY MATERIALS

HIGH QUALITY AND STYLISH CLOTHES

WATER SPORT ENTHUSIAST

GEN Z

ADVENTUROUS

PRESENT IN THE CITY

SUSTAINABLE

CREATES AWARENESS IN THE CITIES

STRONG BRAND

TRENDY

CARES ABOUT THE SEA

UNSTOPPABLE

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TARGET GROUP

Costumers you have today People who have a passion for water sports and action sports.

Costumers you want tomorrow Young public, who are stylish and care about sustainability and that seeks brands that are consistent with their ideals and morals

They knew the brand for the gear area before the apparel area.

In general people who enjoy these sports, because it's a taste transmitted either by family or friends.

Young athletes, who are being involved in these sports (which north sails also does the gear part of) become loyal to the brand and start using the lifestyle line.

Who can live in the city but who enjoys escaping on weekends to spend the days in the sea.

Looking for their clothes to be fashionable and used by cool people who do not try to be cool, but who are cool because of their adventurous personality.

Gen Z

+45 years old.

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TARGET GROUP

BRAND - IDENTITY NS is a curious and responsible innovator - he is constantly looking to develop and is not afraid to take on a challenge.

Living an adventurous and mission-driven life is important to NS since he values ​nature and quality. He goes on holidays to the sea or the lake with friends and family. There he gathers strength and energy to continue his journey. When he is on deck and not sailing he likes to listen to indie/techno music to stay in the exciting spirit.

In short, NS is an innovative and sailing-driven brand of high quality. It is important for us to lead by example by staying true to our values - so that we can continue our mission by educating our community about the ocean.

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TARGET GROUP

CURRENT AND REMAINING TARGET GROUPS

THE SEA AMBASSADOR GIANLUCA Around 35-year-old men, who love the sea because it is an escape from the busy life that they are have in the city. Their fathers inherited their passion for the ocean, and they hope it will be passed to their kids. They like NS because of its quality, so they use around the sea and in the city.

THE MARINE NATIVE FRANCESCO This group is oriented to the people around 45- or up who sail in a professional way, they love adventure, traveling, sports but above all that they love the sea. They look for high-quality clothes that can resist all these adventures.

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TARGET GROUP| GEN Z

GEN Z : 1996-2012 GEN Z CHARACTERISTICS:

GEN Z FEELINGS:

Have a stronger sensitivity towards sustainability on an environmental, personal and economic level.

Future Shock A feeling of distress due to rapid societal and technological acceleration.

Is set to become the most-self-educated generation yet, and are choosing to learn new skills and subjects on their own.

Gen Z's seeks to understand their own mental and emotional health and help themselves.

Gen Z's expansive knowledge on social justice and sustainability is building a new version of activism, through education – gaining recruits in building a more tolerant and in-touch world.

Overstimulated Driven by emotional clutter and always-on lifestyles, our senses are at capacity.

Tragic Optimism This mindset boasts a more realistic framing and is focused on no toxic positivity.

Awe A feeling of wonder that has been shelved for the past few years.

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TARGET GROUP| GEN Z

GEN Z : 1996-2012

MAIN ITALIAN CITIES AND THEIR POPULATION

Italy's population is equivalent to 0.78% of the total world population.

The current Gen Z population of Italy is 60. 315. 38.

The median age in Italy is 47.3 years.

POPULATION IN ITALY BY AGE GROUP

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TARGET GROUP

NEW TARGET GROUPS THE SUSTAINABLE CONSCIOUS FRANCESCA In this group, we can find young women in their 20's that love spending time with their friends and finding new places in the city. They are interested in fashion and being trendy, but also care about the planet and sustainability. That is why they search for brands that share the same values. They know what they want.

THE SUSTAINABLE ACTIVIST MATTEO Men in their late 20's who want to create awareness about social causes and environmental problems through their SoMe accounts. They are involved in the latest digital and fashion trends and like brands aligned with their ideals and values.

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TARGET GROUP | PERSONA

FRANCESCA Interest in purchase: Brand values Latest fashion trends Stylish Aesthetic and esthetic Motivation: Conscious consumption Climate change Social causes Cultured person

Age: 24 Status: Single Gender: Female Occupation: Architect Income: Low to medium She is in her mid 20´s and recently graduated. She started to work as an architect. She likes to enjoy the little things in life, spends time with her friends and visits new places. What she dares to do: looking for new adventures. Anna has a strong sensitivity towards sustainability in every aspect .She likes to be conscious about what she consumes.

That’s why she prefers to purchase clothes from brands that care about the environment as she does.

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TARGET GROUP/PERSONA

MATTEO Interest in purchase: Quality Slow Fashion Brand Values Style Motivations: Spread consciousness Latest trends Awareness of climate change

Age: 26 Gender: Male Status: In a relationship Income: Low to Medium Occupation: Graphic Designer Matteo is in his late 20's and he is involved in the latest digital & fashion trends. He works as a freelance for an digital agency. He likes to work while sitting down in a coffee shops in the city. He spreads awareness about the climate change on his social media accounts. He and his girlfriend like to spend watching documentaries from which they learn about sustainability.

He's into slow fashion movements and likes brands that are conscious about the environment.

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SOCIAL MEDIA PLAYBOOK SAMPLE

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SOCIAL MEDIA PLAYBOOK SAMPLE

GOALS Our presence on social media aims to be close to the target group and create added value for them. The end-goal is to create a community around the brand.

We need to honor the grit & innovative spirit of the founder and traspass it to our community and reflect that in our content. . Commercially, it is about being "top of mind" with the target group, which makes North Sails the obvious choice for lifestyle sporty attire.

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SOCIAL MEDIA PLAYBOOK SAMPLE

INSIGHT/ KEY BUSINESS DRIVER We live in a society where it's easy and popular to join trendy conversations about important causes without taking action for them.

Therefore, it is important that we produce content that entertains, educates and inspires our community about the ocean. We will invite our community by leading (#GoBeyond) as an example and encourage everyone to understand that #ocean is life.

We do not appear as a brand that stands for sustainability, but rather as a brand that dares to go beyond where others can't follow. Leading with example.

By projecting our core values (the exploration, innovation and bond with the sea) we aim for our community to stay for the emotion when they come for the product. This will be the base of our longterm SoMe strategy, that will build the brand loyalty.

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SOCIAL MEDIA PLAYBOOK SAMPLE

TONE OF VOICE When we communicate on social media, it is important that our tone of voice is always clear and genuine. We are reliable, honest and knowledgeable in our profession - for a credible impression.

Our communication is easy to understand, relevant and relatable as we want to be a part of people's everyday lives. We are open-minded and warm in our appearance for an inviting feeling. We want to inspire and encourage sustainable choices through a individual level.

We are trustworthy, unapologetic, professional, Informative, inviting.

WE SPEAK LIKE THIS We're so proud of our collaboration with @sealegacy and we're so happy to support them in their conservation initiative. Thank you to #GoBeyond with us! Read more in link in bio!

Join us on our instagram live tomorrow as the regatta begins in St Tropez! #Sponsors Urban, dynamic and smart…How do you like your jacket? #NSLifestyle

WE DON'T SPEAK LIKE THIS Our collaboration with @sealegacy is gonna save the world! Sign up on a petition on our link! a#GoBeyond with us!

Bonjour St Tropez! Whats up? Sun is out and we will be sailing all day, watch us on the instegram live!

Urban, dynamic and smart… an important project is about to arrive.

Keep following us to stay up to date. #NorthSailsCollection

We are not pushy or repetitive.

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SOCIAL MEDIA PLAYBOOK SAMPLE

CONTENT THEMES We build our content based on three recurring themes. These themes are a mix of content that supports our goals and creates the right kind of context for our brand. ADVENTURE talk is here to educate followers about upcoming races and sailing techniques . EXPLORE is about creating value.

FUNNY FISH is to create a bond and engage on a personal level, relatable sailing culture.

EXPLORE

ADVENTURE

FUNNY FISH

To get people to like us more, or at all, we need to make people feel good about us. Everyones barrier to feeling good about NS is different. Luckily with social media we can understand peoples motivations and based on these we can serve each an everyone with a tailored story to create common values.

Sometimes, sailing can be unplanned, it happens because the weather changed in our favour or for the sake or getting a thrill. By posting ex: sailing hacks, in a relevant and interesting way, we can educate and inspire more people to understand/develop a passion for sailing.

A good feeling is not just about holding common values.

Our brand is at its best when we also evoke that good feeling through a relevant, surprising and human interaction. Winners dare to #GoBeyond - ''The fans, the players and athletes''. Make them feel good through relatable and fun content that inspires and boost their day related to winning.

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SOCIAL MEDIA PLAYBOOK SAMPLE

CONTENT EXAMPLES

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SOCIAL MEDIA PLAYBOOK SAMPLE

FACE FILTER

''WHICH CHARACTER ARE YOU?''

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I WANT TO BE SEA:N

PROPOSED PLAN

I WANT TO BE SEA:N COMMUNITY PROJECT FOR NORTH SAILS

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PROPOSED PLAN

THE CAMPAIGN As one of the most important causes of the brand is to create awareness about the ocean care, and North Sails wanted to do an activation in the city, bringing the ocean to the metropolis.

For the campaign, we proposed to start a collaboration with Sea Legacy, where the Gen Z's of Milano show North Sails, ideas of how to bring the ocean to the city, submitting a picture or video to Instagram or Tik Tok. This contest will start In June of 2022 and end by the end of July 2022.

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PROPOSED PLAN

The main idea is to do a content competition on Instagram and TikTok. We want people to the bring the ocean to the city and send the best picture or video where they show how they do that.

How they can do it? Showing us their city life and how they take action or how they are conscious about the sea - in their own personal way.

Sea Legacy will spread the communication about the campaign in their accounts too.

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PROPOSED PLAN

I WANT TO BE SEA:N Why did we chose this name for the campaign?

We want to emphasize the campaign about caring for the ocean. From the city it is very difficult to take into account what problems arise from the mistreatment we give to that ecosystem.

I WANT TO BE SEA:N , the ocean wants to be seen and heard, and we want this situation to be a relevant issue in people's minds.

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PROPOSED PLAN

I WANT TO BE SEA:N Who is Sea Legacy and why we propose to work together:

What to do we want to reach with our campaign?

Be recognized as the owners of the Ocean.

SEA LEGACY: It's an organization that uses visual storytelling and photography to advance the cause of ocean conservation.

NORTH SAILS has made several collaborations with Sea Legacy.

One of its founders, is the North sails brand ambassador, Paul Niclken.

North Sails has to aim to become the owners of the Ocean, before Patagonia becomes the North Sails of the sea.

By working together with Sea Legacy, North sails will be recognized as a brand that is not only sustainable for its ecological garments, but also with the purpose of helping the ocean in a real way.

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PROPOSED PLAN

GENERAL OBJECTIVE We want to create awareness among the late Gen Z's who are living in Milan. The target group has to know what the core values and the core business of North Sails are: Go beyond and commitment to protect and to preserve the ocean. By the end of 2022, X% of the Gen Z's of Milan have to be aware that the North Sails is the strong leading brand of the Sea.

#GoBeyond #IWantToBeSea:n

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PROPOSED PLAN

August

The winner will be announced in August. By participating in the competition the winner will win a trip to St-Tropez, all inclusive, with Sea legacy.

September October

Also, the winner will participate at the Milano Photo Festival. The Milano Photo festival takes place from September 14 to October 31.

October

Additionally, a collaboration video with Sea Legacy will be shown in the North Sail's stores, and on their Instragram and Tik Tok accounts.

The video will also be shown on the Instagram account of the Sea legacy.

47

PROPOSALS OF HOW PEOPLE CAN PARTICIPATE IN THE CONTEST, IN THE MILANO NAVIGLI WATER CANALS.

48

I WANT TO BE SEA:N

PROPOSAL OF WHAT SEA LEGACY COULD SHOW ON THEIR ACCOUNT.

PROPOSAL OF HOW THE COMMUNICATION ABOUT THE CAMPAIGN COULD BE.

49

I WANT TO BE SEA:N

PROPOSAL OF HOW THE VIDEOS OF THE CAMPAIGN COULD LOOK LIKE.

50

PROPOSED PLAN

Intro mood scene

PROPOSAL OF HOW THE STORY BOARD COULD BE DIVIDED OF THE CAMPAIGN COULD LOOK LIKE.

Intro mood scene

DO YOU LIVE IN THE CITY?

DO YOU CARE ABOUT THE OCEAN?

mood scene

51

PROPOSED PLAN

INSTAGRAM

TIKTOK

WEBSITE

52

KPIs & HOW TO REACH OUR GOALS 53

ROI

Nielsen brand lift

KPIS

X

GOALS

KPI:s

SEE

I WANT TO BE SE:AN contest

Create awareness

Views of the paid ad Views of social meida post

THINK

Influencermarketing for the contest with the Sea legacy

Create top of mind awareness & participation

Participation in contest Visitors to the website More online followers Likes en views

DO

An online video created in collaboration with the Sea legacy.

Increase sales online and offline

Care

Introdcution of the North Sails filter

We want the Gen Z's to be the ambassadors of North Sails

Store visitors online and offline Views of the collaboration video

Free publicity Use of the filter

54

KPIS & CUSTOMER JOURNEY

See

Think

Do

Care

Audience:

Audience:

Audience:

Audience:

All of the conscious and adventures 18-26 years old (Gen Z's) living in Milan

The 18-26 years old (Gen Z's) living in Milan who have heard of the North Sails.

The 18-26 years old (Gen Z's) living in Milan who are following the North Sails and who want to buy the clothes.

The 18-26 years old (Gen Z's) living in Milan, who fans of the North Sails .

Goal:

Goal:

Goal:

Goal:

We want to create awareness by position the North Sails as the Go Beyond brand and as the leading brand of the sea.

We want to create top-of-mind awareness among Milan's conscious, sustainable and hip Gen Z'ers living in Milan.

1. The Milanese Gen Z'ers have to like the clothes and want to buy them. We must get them to go to the shops or the online shop.

The main goal: They have participate to the I WANT TO BE SE:AN CONTEST.

1. The Gen Z audience has to follow the Instagram and TikTok account.

We want the Gen Z'ers that like the Norths Sails, who are fans to be ambassadors of the the brand. They will have to promote the North Sails online and offline

55

KPIS & CUSTOMER JOURNEY

See

Think

Do

Care

Content:

Content:

Content:

Content:

Release of the contest I WANT TO BE SE:AN on Instagram and TikTok.

The content I WANT TO BE SE:AN and Influencers marketing: The Sea legacy (ambassadors).

Touchpoints:

Touchpoints:

Participation in the Photography festival in Milano from 14 -31 October with the winner and the Sea legacy (ambassadors).

A video created in collaboration with the Sea legacy about the course of action of the North Sails and the contest.

Paid media: Instagram & TikTok ads. To promote the I WANT TO BE SE:AN contest we want to use ads.

Owned media: TikTok & Instagram where they share the contest

Paid media: The Instagram accounts of the ambassadors of the Sea legacy. The Sea legacy shares a video of the contest.

Owned media: The homepage of the website and TikTok & Instagram.

Touchpoints:

Introduce of the North Sails filter to ask the Gen Z audience to give their opinions online of the North Sails.

Touchpoints:

Paid media: Instagram of the Sea legacy, they share the video.

Owned media: TikTok and Instagram, to share the filter.

Owned media: The shop in Milan, the tvscreens. The website, Instagram, TikTok and website where they share the video of the photography week.

Earned media: The Instagram & TikTok accounts of the Gen Z audience who use the filter.

56

KPIS & CUSTOMER JOURNEY

See

Think

Do

Care

KPI's :

KPI's :

KPI's :

KPI's :

35% of the Milanese 18-26 years have to see the paid advertisement on Instagram by the end of June/ beginning of July.

25% of the Milanese 18-26 years have to see the paid advertisement on TikTok by the end of June/ beginning of July.

X% of the Milanese 18-26 years have to see the Instagram post of the I WANT TO SE:AN contest by the end of July on the Instagram of the North Sails.

X% of the Milanese 18-26 years have to see the TikTok post of the I WANT TO SE:AN contest by the end of July on the Instagram of the North Sails.

25% of the Milanese 18-26 have to participate with the I WANT TO BE SE:AN contest by the end of July.

X% new visitors to the website by the end of July 2022/ beginning of August.

X% more followers on Instagram by the end of August.

X% more followers on the TikTok account by the end of August.

25% of the Gen Z’s following Sea legacy on Instagram are looking more than 3 seconds to the video of the I WANT TO BE SE:AN contest, the Sea legacy shares.

The video of the I WANT TO BE SE:AN contest shared by the Sea legacy on Instagram has 10.000 views.

X% more visitor of Gen Z’s to the Milan store by the end of November.

X% of the Gen Z’s living in Milan know the core values and the core business of the North Sails: Go beyond and commitment to protect and to preserve the ocean.

The post of winner of the contest on the Instagram page has 2500 likes.

The post of the winner of the contest has X views on TikTok. The video made in collaboration with the Sea Legacy on TikTok has X viewers.

The video of the Photography week has X viewers after one week on the Instagram account.

The video of the Photography week has X viewers after one week on TikTok. The online sales increase with X% in the month of November The collaboration video with the Sea Legacy has 4000 views and 1500 likes on the Instagram of the Sea legacy.

15% of the Gen Z followers of the TikTok account use the North Sails filter on TikTok. 25% of the Gen Z followers of the Instagram account use the North Sails filter on Instagram.

X% of the Gen Z North Sails lover recommend the brand to their friends.

57

CAMPAIGN CALENDAR

58

BUDGET

59

BUDGET

THE BUDGET BREAKDOWN Paid ads: We focused on social media paid ads in this category.

We concluded that Instagram and Tiktok are the best options to use as a channel to reach Gen Z, because they are the two most used platforms by this group. First, we are going to select a broader target. And as we reach people, the paid ads will target a more specific group. The destiny budget for the social media ads is 7000 euros: each platform gets half of the total. Although you can do a good campaign with this amount, we suggest you review the budget and invest more money in this category for it to be more effective.

Trip to St-Tropez: As we said before, the contest winner will win a trip to St-Tropez with Sea Legacy. This price includes accommodation, plane tickets, rides, and food for four days in the Blue Cost. The flight will be a departure from Milan to St-Tropez; the hotel is 10 min from the principal port, the transport includes the rides to the airports and in the destiny if needed.

Contest Video: We count the production and postproduction expenses of the content that will be shown on social media accounts for the contest. This is an estimate.

If it is possible to do it internally, we would lower this cost and allocate it to social media ads. However, this is the cost if we outsource it Ambassadors: As said before, the Ambassadors will be Sea Leagacy, with whom you have already worked with them in the past. We thought about them because they are aligned with the purpose of the campaign as they have a good awareness among the audience that we want to reach. The amount that is thought for the Ambassador is a lot more than for the campaign itself because we know how much the Sea Leagacy Team costs.

60

WITH THE IMPLEMENTATION OF THIS CAMPAIGN, WE SEEK IN THE FIRST INSTANCE THAT GEN Z RECOGNIZES NORTH SAILS AND THAT THE BRAND DOES NOT GO UNNOTICED. IN A SECOND PART, ESTABLISH NORTH SAILS AS THE BRAND THAT FIRST COMES TO MIND FOR OUR CUSTOMERS WHEN THEY THINK OF SUSTAINABILITY, QUALITY, AND LIFESTYLE. WE CAN BE PERCEIVED AS A BRAND THAT IS INTERESTED ABOVE ALL IN THE COMMITMENT TO THE SEA AND ITS CUSTOMERS. A BRAND THAT GOES BEYOND. COMMUNITY PROJECT FOR NORTH SAILS

I WANT TO BE SEA:N 61

#GoBeyond

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