CREATIVE MARKETING STRATEGY
CONCEPT FOR CREATIVE YOUTH
EXECUTIVE SUMMARYAS A YOUNG CREATIVE YOU WANT NOTHING MORE THAN TO GET YOUR WORK SEEN BY THE WORLD, TO GAIN RECOGNITION AND TO REACH THE INDUSTRY. CREATIVE YOUTH AIMS TO MAKE THAT BIG STEP FROM THE DESIGN IT STAGE, TO MADE IT FINISH, AND PRODUCE SOME AMAZING CONTENT FOR OUR CUSTOMERS WHILE DOING IT.
“CELEBRATING CREATIVITY AND SHARING INNOVATIVE WORK TO SUPPORT YOUNG DESIGNERS IN THE UK”
AIMS- SHOWCASING EXCITING AND INNOVATIVE WORK FROM AROUND THE UK AND GETTING THESE BUDDING DESIGNERS THE RECOGNITION THEY’RE STRIVING TO ACHIEVE. VALUES- SUPPORTING CREATIVES IN THEIR JOURNEY FROM PERSONAL TO PUBLIC DESIGN. BELIEFS- CREATIVE YOUTH BELIEVES THAT OUR FUTURES ARE SHAPED BY YOUNG DESIGNERS, SO WE’RE GIVING THEM THE OPPORTUNITY TO FULFIL THEIR POTENTIAL. PRODUCT- A PHYSICAL PUBLICATION WITH A PLAYFUL, ZINE STYLE AESTHETIC. DESIGNED TO ENGAGE THE READER WITH VISUALS AND INSPIRATIONAL STORYS.
TARGET MARKET NATIVE YOUTH AIMS TO APPEAL MOSTLY TO THE MILLENNIAL AGE, GENERATIONS THAT HAVE GROWN UP WITH TECHNOLOGY BUT WHO HAVE ALSO EXPERIENCED LIFE WITHOUT PLATFORMS SUCH AS INSTAGRAM, FACEBOOK AND OTHER SOCIAL MEDIA SITES. FROM THIS CREATIVE YOUTH HAVE DESIGNED BOTH AN ONLINE SITE AND A PRINTED PHYSICAL PUBLICATION TO CATER FOR DIFFERENT CONSUMER NEEDS.
DEMOGRAPHICAGE- BORN BETWEEN 1982 AND 2003 GENDER- MALE AND FEMALE LOCATION- CITY EDUCATION- COLLEGE OR UNIVERSITY MARITAL STATUS- SINGLE CAREER- CREATIVE LIFESTYLEINNOVATION- KEEN TECHNOLOGY- RELIANT HOBBIES- CRAFT, TRAVEL FOOD
MOBILE DEVICES
THE BLOG LAYOUT FOR MOBILE DEVICES FOLLOWS A MUCH MORE SIMPLISTIC AESTHETIC, AS THIS VERSION OF THE WEBPAGE WILL BE SEEN ON A SMALLER SCREEN, AND MOST LIKELY BE USED IN SHORT BURSTS OF TIME DURING OUR CUSTOMERS BUSY LIFESTYLE.
AS THE CUSTOMER ENTERS NATIVE YOUTH’S WEBSITE A POP UP WILL APPEAR ON THEIR SCREEN SUGGESTING A SUBSCRIPTION TO CREATIVE YOUTH’S NEWLETTER, TO INFORM THEM OF NEW CONTENT, EVENTS AND SPECIAL OFFERS CANTERED TO THEIR PERSONAL SHOPPING HABITS AND INTERESTS.
#CREATIVEYOUTH WORKING ON MY PRINTS #CREATIVEYOUTH
HASHTAGGING #CREATIVEYOUTH VIA INSTAGRAM WILL CREATE A STREAM OF IMAGES WHERE YOUNG DESIGNERS CAN SHARE THEIR WORK AND GET THE CHANCE TO BE FEATURED ON NATIVE YOUTH’S INSTAGRAM OR ON THEIR BLOG. THIS GENERATES AUDIENCE PARTICIPATION AND ENCOURAGES CONSUMERS TO CONTRIBUTE TO THE BRAND, CREATING A STRONGER RELATIONSHIP BETWEEN CONSUMER AND COMPANY AND BUILDING BRAND LOYALTY.
FILM
AN EXAMPLE OF SOME OF THE CONTENT AVAILABLE ON THE BLOG IS SHORT DOCUMENTARY STYLE FILM. EXPLORING INDIVIDUAL CREATIVES WORK, THEIR INSPIRATIONS AND PERSONAL LIFE.
NEW IN WOMENS MENS JOURNAL CREATIVE YOUTH ELIZABETH WHIBLEY ABOUT CONTACT
ELIZABETH WHIBLEY Creativity is the ideas that one has in their brain, just reeling and spilling out on paper, fabric. it’s hard to fully define but it links with allowing your story, your voice to be told and explored by others. creativity can be shared but its a very personal experience too, it’s self expression, a deep set love of making, shaping, creating. having the ability to create is something ANYONE can do, i really mean anyone.
SHOWN ABOVE IS AN EXAMPLE OF WHAT ONE PARTICULAR CREATIVE YOUTH DESIGNER’S PAGE WOULD LOOK LIKE ONCE CLICKING ON THEIR NAME OR PHOTO ON THE BLOG. INTERVIEW QUESTIONS AND ANSWERS WILL BE SPREAD AMUNGST PHOTOS OF THE CREATIVE AND OTHER ADD ONS SUCH AS A DOCUMENTARY STYLE FILM WILL PROMPT TO PLAY. THE WHOLE EMCOMMERCE DESIGN IS TO FOLLOW A CLEAN, MINIMALISTIC THEME, WITH A BIGGER FOCUS ON VISUALS TO TEXT TO APPEAL TO OUR CREATIVE CUSTOMERS.
ECOMMERCE
THE BLOG WILL HAVE MORE VISUAL CONTENT ON LARGER SCREENED DEVICES, AS WELL AS INFORMATIVE TEXT, THIS HAS BEEN DESIGNED BECAUSE READERS LOGGING ONTO THESE PRODUCTS WILL BE DOING SO IN THEIR PERSONAL TIME, FROM HOME OR DURING A BREAK WITH MORE DEDICATED ATTENTION TO SPEND ON THE SITE. A DROP DOWN MENU LOCATED AT THE LEFT HAND SIDE OF THE SCREEN WILL GIVE READERS ACCESS TO ALL THE NATIVE YOUTH PAGES INCLUDING ‘CREATIVE YOUTH’ BLOG SPACE. WITHIN CREATIVE YOUTH THE SCROLL DOWN PAGE WILL PROMOTE ALL THE YOUNG CREATIVES IN THE FORM OF INTERVIEWS, PHOTOGRAPHY AND A PRESENTATION OF THEIR OWN WORK.
CREATIVE YOUTH PRINT FROM RESEARCH IT HAS BEEN SHOWN THAT “MILLENIALS (TARGET MARKET) INCREASINGLY CRAVE EXPERIENCES THAT STIMULATE THEIR SENSES” (JWT INTELLIGENCE 2013). ON DELIVERY OF GOODS, CUSTOMERS WHO HAD SIGNED UP TO THE NEWSPAGE WOULD RECIEVE THE PRINTED ZINE VERSION OF CREATIVE YOUTH. AN AESTHETICALLY DESIGNED PUBLICATION THAT AIMS TO PROMOTE YOUNG DESIGNERS WORK AND GENERATE EXCITEMENT AROUND THE CREATIVE INDUSTRY IN THE UK. THE PURPOSE OF THIS DOCUMENT IS ENGAGE WITH NATIVE YOUTH’S CUSTOMER BASE AND ENHANCE THE ONLINE SUPPLIER BY BUILDING ON THIER CREATIVE BRAND IDENTITY. THE PHYICAL PRESENCE OF THE PUBLICATION WILL PROMPT THE CUSTOMER TO PICK IT UP, LOOK AT IT AND ENGAGE. AS WELL AS THE ZINE, CUSTOMERS WILL RECIEVE A FOLD OUT LOOKBOOK FROM A BIANNUAL NATIVE YOUTH X YOUNG DESIGNERS COLLABORATION LINE. WITH THIS LAUNCH EDITION NATIVE YOUTH HAVE COLLABORATED WITH A TEXTILES AND PRINT DESIGNER ELIZABETH WHIBLEY, TO PRODUCE ‘PLAY’ A UNISEX DEFFUSION COLLECTION THAT FOLLOWS A FUN, COLOUFUL AESTHETIC. THIS ELEMENT OF CREATIVE YOUTH WILL BRING IN A LARGER CUSTOMER BASE AS THE PRODUCTS WILL ME LIMITED EDITION AND WONT BE AVAILABLE FOR PURCHASE ANYWHERE ELSE ONLINE. NOT ONLY BRINGING IN FURTHER SALES FOR THE COMPANY, BUT ALSO HELPING YOUNG CREATIVES STEPPING INTO INDUSTRY.
CREATIVE YOUTH COLLABORATIONS
AS PART OF CREATIVE YOUTH, NATIVE YOUTH WILL SELECT A YOUNG CREATIVE EVERY SIX MONTHS TO PRODUCE A COLLABORATIVE DEFFUSION LINE OR PRODUCT RANGE THAT INCORPORATES YOUNG CREATIVES DESIGNS WITH THE BRANDS PRODUCTS. THESE WILL ALL BE LIMITED EDITION, WHICH WILL GENERATE EXCITEMENT AROUND THE COMPANY AS THEY WILL ONLY BE AVAILABLE FOR PURCHASE FROM NATIVE YOUTH ITSELF.
FOLLOWING ON FROM AN ONLINE QUESTIONARIE CARRIED OUT ON THE TARGET CREATIVE, YOUNG MARKET RESULTS SHOWED THAT AESTHETIC PACKAGING AND BRANDING IS SOMETHING THEY CONSIDER IMPORTANT WHEN CHOOSING AN ONLINE BRAND TO SHOP FROM. THE EXTRA THOUGHT PUT INTO DESINING PACKAGING THAT IS AESTHETICALLY PLEASEING WILL IMPACT THE CONNECTION MADE BETWEEN BRAND AND CONSUMER AND FURTHER NATIVE YOUTH’S WANT TO BE MORE TOWARDS THE CREATIVE/ INDIVIDUAL COMPANY.
PACKAGING
IF THE CUSTOMER FINDS THE DESIGN PLEASING THEIR MORE LIKELY TO REMEMBER THE BRAND AND SHOP FROM IT IN THE FUTURE.
POLYTHENE PACKAGING, AND CLOTHES KIMBEL FOR GARMENTS WOULD CHANGE DESIGN EVERY FOUR MONTHS AND SHOW DIFFERENT YOUNG CREATIVES DESIGNS.