The Well Approach Brand Guide

TWA

THE WELL APPROACH

LI V IN G W EL L TO E ID U G E S EN S YOUR NO NON

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SCAN ME PLEASE

WHO ARE WE? We're The Well Approach, your no nonsense guide to living well. We are an online community for likeminded females, discussing all the latest in the wellness industry from skincare to sexual wellbeing. Around here we believe wellness means something different to us all, but taking time out for self-care and valuing happiness utmost is how we live well. The Well Approach offers a safe space to chat about what means most to you; offering advice, product reviews, light reading and a podcast. So, what are you waiting for - join The Well Club.

Confused consumer, stuck in a world of too many products, fads and trends and aspiring towards more self-care.

BUT WHY? The wellness market at present, where products are concerned, is a crowded space and one which needs guidance.

Websites like Goop, SELF and Liz Earle Wellbeing try to manage this space but do not appeal to a Gen Z consumer, which AdAge reports is the latest wellness consumer attempting to re-define the market. In the larger wellness realm, our key competitors do not only target different generations, but their price points are unattainable to a money smart Gen Z consumer. The Well Approach needs to earn the loyalty of this consumer that currently does not have a place to go – until then, staying authentic and true to the brand is key to forming a relationship.

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Find us via Promotional Channels

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Join the conversation, get involved with The Well Club

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Shop our tried and tested products via our site

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Enlightened consumer - now a valued member of an online community

W H O 'S O U R G A L? As a part of a younger group of wellness consumers, our target gal is strong minded and interested in living well. Living in the UK where the wellness trend is uprising, she cares for herself in a mindful way, trialing the new trends in wellness with her like-minded friends. A student or graduate, under 30; who values happiness utmost, she needs a platform that can advise, educate and entertain using issues surrounding wellness. Her spending habits are sensible, looking at reviews before buying and uses clever budgeting to fuel her lifestyle whilst saving for the future.

A GE IN G CO N SU M ER

TR A DI TI O N A L CR A ZE

G EN Z In a market where wellness is being defined through craze and traditional forms of holistic medicine, we aim to be the platform in the middle, catering for a younger consumer that cares, deserves and demands straight-talking advice.

ONLINE

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WHERE CAN YOU links Images are clickable

to the platforms

RM T H E O N LI N E P LA T FO

Click the image to navigate through The Well Approach online.

Login to view the site as a member using the email and password below.

email: katie.hopkins2@stu.mmu.ac.uk password: fashionpromotion

The Well Club forum is a safe space to ask questions, submit a product review or start a discussion surrounding wellness with other members of the site.

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Examples of members using the forum to ask questions, discuss products and connect with each other and The Well Approach.

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S IT E M O B IL E FR IE N D LY

Optimising the web design for mobile to include the same content but easier to navigate on smartphone devices.

@THEWELL APPROACH

IN S TA B A B E FO LL O W M Y

Educating and reporting new products and trends on Instagram posts for lengthier captions and reposting on Instagram stories.

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AR C O N T E N T C A LE N D

W = Website S = Socials P = Podcast

T H E FU T U R E

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EXPANSION

From the launch of TWA, as the online platform and branding increases exposure, more opportunities will be available to enhance the site. With a physical presence later this year, TWA can begin to produce revenue from affiliate links as traffic increases, not only online but on social media also.

This then poses the question of when AD's should appear and what content they will promote. Authenticity will always stay key and bring TWA back to its roots. Colour Theory was an important factor in the current web design, so when profits are being made a designer could be brought in to make the website editable for members. This will give them the chance to edit colours and hence become more personal to each individual.