Patagonia Branding

Page 1

Branding Campaign


Patagonia Special Thanks

P

atagonia would like to give a special thanks to our brand management staff. Rama Dechsakda Brittney Edwards Tamara John Nathan Mitchell Chastity Spencer Katie Tullis


Table of Contents Brief History

Before Patagonia...................................................................................................................................................................... 4 History...................................................................................................................................................................................... 5 Corporate Responsibility.......................................................................................................................................................... 6

Brand Research

Marketing Mix......................................................................................................................................................................... 8 Visual Branding....................................................................................................................................................................... 9 Market Study............................................................................................................................................................................ 11 Survey Results......................................................................................................................................................................... 14 SWOT Analysis....................................................................................................................................................................... 15 Target Market........................................................................................................................................................................... 16 Patagonia-Retail Experience.................................................................................................................................................... 17 Patagonia Store Experience..................................................................................................................................................... 18

Competitive Analysis

Competitive Matrix.................................................................................................................................................................. 21 Competitive Analysis............................................................................................................................................................... 22 Competitive Environment....................................................................................................................................................... 24

Marketing Ideas

Objectives................................................................................................................................................................................ 26 Branding Campaign................................................................................................................................................................. 27 Guerilla Marketing.................................................................................................................................................................. 28 Traditional Marketing............................................................................................................................................................. 36 Events...................................................................................................................................................................................... 40 Touch Points............................................................................................................................................................................ 42

Budget Breakdown

Impressions...............................................................................................................................................................................44 Monthly Flow Chart................................................................................................................................................................. 45 Budget.......................................................................................................................................................................................46 Bibliography..............................................................................................................................................................................48

2


Patagonia’s Background

3


Before Patagonia Y

von Chouinard, founder of Patagonia, was first introduced the face of rock formations (Ball, 2009). He responded to this by to business in the 1950’s. His first business venture started meeting his first environmental challenge of creating aluminum off with the production and selling of pitons- a device for rock chocks. Aluminum chocks were designed so that they could climbing that would pierce into rocks. wedge into the cracks of the rock face, When Chouinard first started creating and therefore would not damage the rock pitons, he used recycled material from formations. This sound decision proved “Build the best product, the local junk yard. The pitons were then to be astonishingly successful in sales and made and sold out the back of his car for cause no unnecessary harm, for the environment. Chouinard finally $1.50 a piece (Ball, 2009). the decision to always “build the and use business to inspire made best product, cause no unnecessary harm, In 1965 Chouinard partnered with Tom and implement solutions to and use business to inspire and implement Frost to start Chouinard Equipment, a solutions to the environmental crisis” (Ball, the environmental crisis.” business that “redesigned and improved 2009). -Yvon Chouinard Founder of Patagonia almost every piece of climbing equipment” (Ball, 2009). Chouinard made the decision to switch to the clothing business in 1972 when By 1970, Chouinard Equipment had become the largest producer he realized that there wasn’t an active wear line for men. Upon of climbing equipment in the U.S. However, Chouinard began ordering active wear from the U.K. to sell in the United States, to realize the damage that his pitons were creating by disfiguring an unexpected market craze was struck.

4


History T

he craze for active wear clothing became such a craze in the United States, that Chouinard realized he had to come up with a new name for the company.

It then became evident to Chouinard that the first phrase to Patagonia’s mission statement became crucial “Build the best product,” (Ball, 2009). Therefore, the inherited a code of standards to decide if a Patagonia item was fit to be sold (Ball, The name derives from the southernmost point in South 2009). America (Ball, 2009). The name Patagonia continued to grow, was also chosen based on “romantic performing better ethical decisions as “Romantic visions of glaciers visions of glaciers tumbling into fjords, they continue to expand. For example, jagged windswept peaks, gauchos and tumbling into fjords, jagged in 1991 the company began to do an condors” (Patagonia, 2011). “environmental analysis of the fibers windswept peaks, gauchos, it used,” (Ball 2009). This later gave However, Chouinard learned quickly the company the decision to switch to and condors.” that a retail business was far different 100 percent organic cotton in 1996. -Yvon Chouinard talking about where the than a hiking equipment business. Finally expanding this research, the name Patagonia dwells from. The first product that was actually company formulated their “Footprint produced by Patagonia nearly caused Chronicles,” to analyze the origin of the company to go out of business because the product was late where all their product line came from, in 2007 (Ball, 2009). and because the quality was low (Ball, 2009).

5


Corporate Responsibility A

ll over the world, various brands are using sweatshops to create their apparel. This includes, “interminable workweeks, sub-minimum wages, no overtime pay, unsafe work conditions and even child labor” (Patagonia, n.d.). This is ultimately due to “low-price products, greed or malfeasance.” According to Patagonia website, Patagonia is a $340 million a year company that designs, develops and markets clothing. It develops clothing for “outdoor sports, travel and everyday wear.” Patagonia prides itself on its ability to design quality products while being environmentally conscious through it’s mission statement. Patagonia has made it a mission to use environmentally safe material such as “organic cotton, recycled and recyclable polyester, and hemp” (Patagonia, n.d.). According to Patagonia.com, they have given over

$40 million to grassroots environmental organizations. They have made it their mission to treat their employees with fair pay, flexible work schedules, and benefits, amongst many other beneficial perks. Patagonia also only works with companies that share the same values. To ensure this they began to review their factories back in 1990 to ensure value work conditions were being conducted. Any factory that even denied entry was refused work. The only demand was for high quality largely through social compliance. In total Patagonia now audits 100 percent of their factories and will begin auditing raw-material factories beginning in 2011. They have reduced the number of cut-and-sew factories from 109 to 55. Social responsibility has become the source of strategy for Patagonia.

“Build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.” -Yvon Chouinard Founder of Patagonia

6


Brand Research

7


Marketing Mix Product Price Promotion Place Positioning

Patagonia creates active wear, everyday wear and travel wear. Patagonia products are made of high quality material that is built to last decades (Patagonia, 2011).

These items are high in price. Patagonia prices for active wear and travel wear never goes below $50 and will, on average, be priced over a $300. Patagonia everyday wear typically ranges from $50-$75. (Patagonia, 2011).

Very little promotion is actually given to the Patagonia brand. However, when Patagonia is promoted, environmentally conscious behavior is highlighted (Patagonia, 2011). Patagonia promotes heavily to frequent customers through catalogues and the website. Patagonia’s products are typically sold on the west coast of the United States. There is not much of a presence of Patagonia in the Midwest. Patagonia sells in the United States, Canada, Japan, Europe, Italy, Chile, and Argentina (Patagonia, 2011). Patagonia is primarily positioned in a place that focuses on environmental awareness and environmental consciousness. Patagonia focuses more on the environmental issue than focusing on the retail business. Patagonia also asks consumers to buy less in order to reduce waste (Kaplan, 2011).

8


Visual Branding Neutral earth tones of blue and orange with a black silhouette of the Patagonia mountain chain is highlighted by white letters which form the brand name. Together these create the Patagonia logo.

Patagonia does not use a lot of outside promotion for their brand. Most promotion comes from the Patagonia website, clothing, or gear. All of the clothing has the logo on it, usually a small tag or patch sewn on the clothing in an inconspicuous location.

9


Visual Branding In addition to Patagonia’s logo, Patagonia also uses pictures of beautiful mountain ranges, people skiing, rock climbing, surfing and participating in other outdoor activities.

10


Visual Branding T

he layout of the Patagonia website, patagonia.com, is simple and bold.

Every page contains striking photos of nature and people participating in extreme sports such as rock climbing and skiing. The full Patagonia logo, with the silhouette mountain range, can only be seen on pictures of the clothing. Otherwise, Patagonia simply uses the logo to display the Patagonia name at the top of every web page. The website primarily uses neutral colors such as tan and white to help make the photos and products stand out.

11


Visual Branding I

n addition to the shopping section of the website, Patagonia also has extensive information about all of the environmental projects being worked on. Many of these pages have interactive maps and videos to help explain the environmental issues and Patagonia’s involvement. Overall, Patagonia places little emphasis on the logo and instead chooses to prominently display the landscapes it is trying to protect.

12


Market Study Focus Group In order to understand Patagonia’s consumers and market, our group used two primary research techniques. The first technique used was a focus group. Focus group participants were randomly selected. This technique allowed us to get an understanding of environmental issues and outdoor clothing brands that interested potential customers. We found that out of our six participants, only one participant had heard of Patagonia and owned a Patagonia product. The only participant to own a Patagonia product was very satisfied with his purchase. He said that it was well built, lasted him over four years, before it was lost, and that Patagonia had a great color variety. All participants said that quality was the most important factor when purchasing a product. We also found that participants valued style and in some cases, style was valued more than the product’s environmental impact. In addition, the majority of participants preferred brands with smaller logos because they prefer not to be a free advertisement for a brand.

13


Survey Results T

he second technique our group used was a survey. Based on the focus group results we were able to write a survey that provided more specific information about environmental concerns and buying preferences of the consumers. We had 100 participants which gave us a better understanding of the buying habits of people who purchase outdoor clothing and gear. 78% of survey participants said that environmental issues concern them.

50% of the participants said they will buy brands specifically because they are environmentally friendly. 87% of participants said they prefer to buy clothes in store, as well as 45% said they prefer online shopping.

The biggest environmental concerns were water impact (44%) and recycled materials (58%).

Most survey participants said they participate in outdoor activities a few times a week. Cost, style and durability were all ranked most important for participants when buying clothing for outdoor activities. Most participants occasionally buy shoes, jackets, clothing, gear, and accessories for outdoor activities. 38% said that social responsibility was somewhat important to them when buying outdoor clothing.

14


SWOT Results Analysis Survey Strengths • • • • •

Durability: Quality development Eco-friendly business Products can last a lifetime Employee loyalty Philanthropy: Donates 1% of each sale or 10% of pre-tax profits

Weakness • • • •

Opportunities • • • • • • •

Growing public concern for environmental issues Broaden target market demographically as well as globally Expand worldwide Recycling programs Growth of presence of social networking sites Environmental Internships Appeal to an online market

Pricing for products are often too high for the secondary market Not many customer loyalty incentives Not as fashionable as its competitors Low regional awareness

Threats • • •

Well known competition (Nike, Adidas, North Face) Lack of awareness in the new generations Lack of promotion and advertising

15


Target Market Survey Results Target Market Segmentation Primary: Patagonia’s primary target market consists of both males and females, ages 25-60 and children ages 12 and younger whose parents most likely buy Patagonia products. Our target market are middle-to-upper class and typically have an income of $50,000 or higher. Secondary: Patagonia’s secondary target market is 18-25 year old males and females. Although they may not have the income of the primary target market, they are very concerned with environmental issues and are still interested in trying to be involved with causes they can support.

Target Market Demographics Primary: Patagonia’s primary target audience consists of both males and females ages 25-60 and children ages 12 and younger whose parents most likely buy Patagonia products. They are educated and part of the middle to upper class is in Chicago, IL. Consumers can be independent, single, or married. Secondary: Patagonia’s secondary market will be 18-25 year old males and females. They are pursuing higher education or in the process of graduating and still rely on their family for support because their income is less than $15,000.

Target Market Psychographics Primary: Our primary target audience consists of both males and females ages 25-60 and children ages 12 and younger whose parents most likely buy Patagonia products. These individuals have a love for the outdoors. They prioritize conserving the Earth and its limited resources. Secondary: Our secondary market will be 18-25 year old males and females. They are concerned with being green, they love the outdoors and want to make sure that it is there for future generations.

16 13


Patagonia - Retail Experience Walking into Hooper’s in downtown Paducah, Kentucky, one cannot help but be taken aback by the number of brands advertised. Columbia and North Face overwhelms the view. It takes nearly five minutes to locate any Patagonia clothing.

None of the Patagonia racks have logos or signs on them. Only the tags on the clothing let the customer know it is a Patagonia product.

There is a display set up of a Patagonia fleece with an artificial tree in front of a mirror, but once again no signage for Patagonia. Only in two locations of the store were there Patagonia signs.

17 14


Patagonia - Retail Experience On the shoe rack, the amount of shelf space devoted to the Patagonia brand was minute compared to other brands. Hooper’s only carried two models of shoes.

Only one Patagonia sign was visible from a distance, although it was tucked into a back corner. It was a rack of thermal base layers, both tops and bottoms, that stood about five feet high. The brand name was roughly 6 in x 20 in and was not accompanied by its iconic mountain range.

The lack of attention to the Patagonia brand name illustrates that in store advertising is not a current priority for Patagonia.

18


Patagonia Store Experience Patagonia Patagonia’s retail environment consists of different textures of wood and various shades of tans and browns throughout the store. The consumer gets the sense of the great outdoors from the smell of wood and pine.

Clothing is folded neatly on wooded tables as more of Patagonia’s clothing and accessories line the tan walls with signs explaining the carbon footprint of the items and the benefits of restoring resources from the Earth. With photos lining the walls from the adventures of skiing, hiking, and climbing the great outdoors, consumers are receiving the ultimate experience of feeling comfortable while shopping in an eco-friendly environment.

19 14


Patagonia Store Experience Photo Retail Display

20


Competitive Analysis

21


Competitive Matrix T

his competitive analysis/matrix explains Patagonia’s competition from the dynamics of their company: logo’s, mission statement’s, target audience, product’s, product pricing’s, and histories. These competitors were determined from the surveying of 100 individuals about brands they wore most often. Comparing competitive companies with Patagonia, provides the opportunity to better the overall company structure and direct consumer initiative with audience demographics, prices, and products to better the consumer experience with Patagonia.

Brand/Logo

CSR Patagonia is promoting fair labor practices and safe working conditions throughout Patagonia’s supply chain as well as their environmentalism to positively impact the world. Mountain Hardwear strives to embody a greener workplace, as well as continuing their sustainable clean carbon footprint with use of organic cotton, wool, and hemp.

North Face prides themselves on their product innovation, community engagement, greenhouse gas reduction and waste elimination.

Mission

Target

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

25-54

To build the world’s most technologically advanced 25-54 products to enable those people who seek out challenge as a way to progress their own potential in life

Never stop exploring

Columbia is committed to building a company of which we can all be proud of the innovative products they create and the financial results they achieve giving back to communities, and reducing our environmental impact.

Making the outdoors more enjoyable for everyone, and getting more people out the door

Committed to protecting and preserving the recreation lands by focusing on making products, manufacturing processes, supply chain, facilities and marketing materials more sustainable and less impactful.

To help climbers in the never-ending quest to redefine what’s possible

20-45

25-54

Product

Pricing

History Chouinard Equipment started when Yvon

Clothes for climbing – as well as for $10.50- Chouinard became a climber and started skiing, snowboarding, surfing, fly fishing, 599.00 producing his own pitons. In the 1970s the paddling and trail running. clothing was named Patagonia. High performance men, women, and kids clothing. Jackets, tents, sleeping bags, backpacks, equipment, gear, and accessories. High-performance outerwear, skiwear, sleeping bags, packs and tents. An extensive line of performance apparel, equipment, and footwear.

Founded by a group of passionate people,

$20.00- who on a shoe-string, believed anything is 4,900 possible, and that anything worth pursuing in life required challenge.

$10.005,000

Sportswear, rugged footwear, accessories, $7.00and outerwear. Including snowboarding, 450.00 golf, hunting, and fishing.

Founded in 1966 by two hiking enthusiasts resolved to follow their passions and founded a small mountaineering retail store. Founded by German nationals in 1938 as a small hat company upon their arrival in Portland and named it Columbia Hat Company, named Columbia Sportswear company in 1960. Began in 1957 and has grown into a global

High performance men, women, and kids $15.95- company with offices on three continents, that clothing. Jackets, tents, sleeping bags, stands for the spirit of the sports we live, their 25-54 849.00 values and goals, past, present and future. backpacks, equipment, gear, and accessories.

22


Competitive Matrix Brand/Logo

CSR Nike is integrating sustainability principles and practices into everything they do from design to developing sustainable materials, rethinking processes, and advocating for change in industry.

Mission To bring inspiration and innovation to every athlete in the world

Target

Product

Pricing

History

Created in 1964 by Philip Nike manufactures shoes for Knight and Bill Bowerman. running, basketball, soccer, 18-40 and American football. They $4.97- Nike became the name of the 400.00 company in 1978, meaning also sell exercise clothing, Greek goddess of victory. backpacks, and gym bags.

Adidas was founded in 1924 in Adidas strives to be a sustainable Footwear, sportswear, sports To be the global leader in the Germany by two bothers Adi company, recognizes its responsibilities equipment, toiletries, bags, $7.00sporting goods industry, with sports and Rudolf Dassler. The comtowards the environment, communities/ 18-40 shirts, watches, eye wear, and 350.00 pany was first named Dassler programs their employees and the people brands built on a passion for sports other sports and clothingshoes and later became Adidas. and a sporting lifestyle who make their products.

related goods.

Began as a Boston-based Demonstrating responsible Their global responsible leadership arch support company in the Footwear, sportswear, sports $10.99movement is based on the company and leadership, we build global brands 18-40 early 1900’s, developed into a equipment,accessories, ap- 264.00 their associates giving back, moving the that athletes are proud to wear, specialized shoe manufacturer parel, and collections. environment forward, and encouraging associates are proud to create and in the 1970’s, and has grown people to act as catalysts and coaches to become a leading global communities are proud to host athletic products company.

23


Competitive Environment Columbia Sports Wear

Columbia Sportswear store has a very ice cold feel the moment the consumer walks in. The color scheme of light blues with a mixture of greys and silvers presents the feeling of needing to try-on and buy their products, which are made to sustain cold weather. The layout of the store is very open. The openness of the store makes it appear empty and conveys voice echoes similar to what someone would experience in a grand outdoor wilderness settings. The store pictured is conveniently placed on Michigan Ave. in downtown Chicago, across the street from competitor, The North Face. This decision of placing Columbia Sportwear may have not been the best idea as the store appeared to be very empty and only filled with workers that immediately bombard the consumer with questions. Pricing of items in the store are reasonable but the all together feel of the store is cold and empty

The North Face

The North Face Store pictured to the left is a very stylish, clean, and crisp environment for the consumer. This may be because it’s located in one of the most high trafficked areas in downtown Chicago, The John Hancock building. From the moment of walking through the doors the consumers are engulfed with The North Face clothing and mannequins demonstrating what the product is best suitable for. Filled with adventure, the store has plenty of demonstrations and props like robes, skis, and photos hanging from walls and ceilings. Jam packed with consumers, and cluttered with clothes, equipment and accessories, the store was barely navigable. Colors are warm and inviting with reds, blues, tans, and black. The feel is very upscale and products are a bit pricey. Long lines filled the store as consumers enjoyed the advice from sales associates about the brand that has become one of the most commercialized and fashionable. Pricing of items in the store are reasonable but the all together feel of the store is cold and empty.

24


Marketing Ideas

25 21


Objectives Communication Objectives Our communication goal is to increase Patagonia’s brand awareness. After surveying 100 potential consumers, 42% had heard of Patagonia. Of the potential consumers surveyed, 20 % owned a Patagonia product. Of that 20%, 71% heard of Patagonia by word of mouth, 33% percent heard of Patagonia in store and 24% heard of Patagonia in a magazine.

Media Objectives

Our media objective will target our primary target demographic of males and females, age 25-60. Our media objective will also target our secondary target market of males and females, 18-25 years old. Our goal is to increase brand awareness by 40% in our region. Our media plan incorporates traditional and non-traditional mediums in order to reach potential customers. We aim to use the traditional medium of radio. 63% of Patagonia’s potential customers prefer listening to rap/ hip-hop, 50% prefer pop, and 47% prefer classic rock on the radio. We will run short advertisements on Chicago stations known for these types of music.

Finally, 90% of Patagonia’s potential customers enjoy attending outdoor activities with 91% attending concerts, 70% attending carnivals, and 58% attending art fairs. Because 91% of our potential customers enjoy attending outdoor activities, we will host a variety of outdoor activities to reach them. These events include beach yoga, a flash mob, and other outdoor events. In order to inform customers of Patagonia’s numerous environmentally conscious programs, each event will incorporate a program.

We found that 82% of Patagonia’s potential customers used a personal car as their primary mode of transportation. We aim to use the non-traditional medium of billboard advertisements to reach potential customers who prefer personal cars as their primary mode of transportation.

26


Branding Campaign You. Nature. Patagonia.

T

he Patagonia branding campaign will bring nature and Chicagoans closer together. For this campaign, Patagonia will reach our primary and secondary target markets within the Chicagoland area. Starting January 2012 through December 2012, this campaign will bring awareness to the importance of living sustainably, protecting our environment, and the overall fun of living “Green,� while re-enforcing the Patagonia brand. Patagonia plans on doing this by continuing to be as environmentally conscious as possible while still maintaining our slogan and goal in mind.

27


Guerrilla Marketing -

Images of Nature P

atagonia will hire a chalk painter for three days a given fiscal period to paint realistic nature images onto the ground. This project would take place approximately three times within the year. These images would be placed outside the Patagonia store and be accompanied with Patagonia’s logo. Nature Concept: Were bringing a natural scene to the people of Chicago to stay inline with our You. Nature. Patagonia. Slogan. Eco-friendly Concept: Instead of producing wasteful images on paper, we’re producing images which will attract the attention of even more people.

May

Image of the drawings. July

September

Items

Chalk Artist Artist Supplies

$500

$200 Total Cost $700

$700 x 3 times = $2100

28


Guerrilla Marketing -

Watch Out for Hikers P

atagonia’s cross walk recognition would consist of a simple transformation of street signs in which employees of Patagonia would go around and place stickers over certain sections of the cross walk signs.

Nature Concept: A few signs to make Chicago feel as if they’re “hiking” the streets of Chicago. Eco-friendly Concept: Producing adhesive stickers at signs will leave a far less carbon footprint than a monthly ad.

Sticker Sheet

Image of the drawings. Before

After

Before

Items

Cost

After

106 sticker sheets

$863

106 sticker sheets

$863 Total $1726

29


Guerrilla Marketing -

Power washing the Message P

atagonia condones sending their message through any clean means possible. This concept entails communicating that message with a stencil to place over a wall, followed by a power wash cleaning. The stencil would then be removed to show Patagonia’s You. Nature. Patagonia’s slogan.

Nature Concept: Background scenery to bring about an image of nature to Chicago. Eco-friendly Concept: A cleaned surface with as little water as possible says nothing but eco-friendly.

Final picture results

Cost of items

Stencil Price -10ft x 10ft print

$506

Power washing - 15ft x 15ft spot

$250

Total Price: $756

30


Guerrilla Marketing Footprints C

halk footprints will be stenciled all over the city of Chicago. The stencils will be made out of cardboard boxes from the Patagonia store and the footprints can be stenciled almost year round by store employees.

Nature Concept: Hiking foot prints scattered around the city will remind people to think about nature. Eco-friendly Concept: By using chalk instead of paper Patagonia is able to effectively advertise all over the city without harming the environment.

Final picture results

Items Workers will be allowed to draw foot prints while on the clock. Chalk Buckets 52 count chalk

Cost

$0.00 $30.00 Total Price: $30.00

31


Guerrilla Marketing -

Human Mannequins H

uman mannequins - these Patagonia wearing idols will be standing around with coupons fanned out in their hands. Once one person walks up and takes one coupon, the mannequin will move their hands into their pockets to reveal more coupons to Patagonia.

Nature Concept: Reminding people of the environmental changes by showing them how warm they can be in the great outdoors. Eco-friendly Concept: Individuals walking around to show the clothing not only brings awareness, but leaves no carbon footprint.

Final picture results

Items Food & Beverage Gift Cards: Breakfast Gift Cards - $5 to McDonald’s x8 Lunch Gift Cards - $5 to Subway x 8 Water - 24 pack Coupons Workers will be paid in accordance to normal work pay.

Cost

$40.00 $40.00 $2.99 $0

Total Price: $82.99

32


Guerrilla Marketing -

Cardboard Structure T

he form and aesthetics are inspired by natural habitats – cocoons, bee hives, spiders nests and weaver birds nests. The ceiling assumes the appearance of a shelter; snug and cave like, all made cardboard boxes with Patagonia’s name on it.

Nature Concept: Patagonia wants to bring awareness to Chicago by creating unity with art. Eco-friendly Concept: The fixture was created with recyclable cardboard and will be recycled after its use.

Final picture results

Items

Recycled cardboard from Patagonia factory Box Cutters from the supply room Tinwater proof motion censor lights Epoxy

Cost

$0.00 $0.00 $66.13 $100.00

Total Price: $0.00

33


Guerrilla Marketing -

Take a Ride on the “GREEN� Side G

iven that Chicago is the 3rd largest city in America, it depends on its mass transportation system to accommodate a majority of its citizens. Using recycled paper, Patagonia chose to advertise on the CTA bus siding since so many of Chicagoans ride the CTA.

Nature Concept:Patagonia is making sure we can bring nature to you. Eco-friendly Concept: Patagonia condones the smallest carbon foot print possible. Therefore, it only seems right to support a mass transportation system.

Bus Siding

Final picture results

Locations 124 Navy Pier 12 Roosevelt 128 Soldier Field Express 125 Water Tower Express 33 Magnificent Mile Express 72 North Ave. 121 Union Wacker Express

Cost

$500 with 14 buses Total Price: $7,000

34


Guerrilla Marketing -

Take a Ride on the “GREEN” Side T

o promote a more eco-friendly way of producing mass transit seating, Patagonia has created recycled wooden surfboard seats on random rail L’s in Chicago. Nature Concept: Patagonia is making sure we can bring nature to you. Eco-friendly Concept: Patagonia condones the smallest carbon foot print possible. Therefore, it only seems right to support a mass transportation system.

Train Triad Billboards

Final picture results

Train Special Seating Ad

Final picture results

Locations & Stops

Cost

Items

Cost

Red Line 12th & Roosevelt Red, Blue, Purple, Orange, Pink, Brown Lines State & Van Buren Harold Washington Library Blue Line O’Hare $700 with Orange Line Midway Airport 5 traids Purple, Orange, Pink, Green Lines Madison & Wabash Total Price: $3,500

Train Lines: Orange (x2) Brown (x2) Purple (x2) Red (x2) Pink (x2) Green (x2) Yellow (x2)

$400 per month Total Price: $6,400

35


Traditional Marketing -

Chicago Race Sponsorship T

o help get the word out about Patagonia, Patagonia will be sponsoring some local Chicago Races.

Nature Concept: Patagonia wants you to be active and healthy. Eco-friendly Concept: Patagonia will recycle all rubbish after the race.

Race List

Date

Sponsored Amount

Bank of America Chicago Marathon Sunday, October 7th, 2012

Total Price: $10,615.44

36


Traditional Marketing Radio Spots

T

he (2011) average rate for a: 60 second commercial in Chicago was $456. Therefore, :30 second commercial will be $228.

We will run 6 spots a week for 4 weeks. 3 spots will be run on each of 2 radio stations in Chicago during rush hour traffic. The total price for these spots will be $5,472. We will reach our primary target market in order to promote Patagonia’s 2012 campaign in Chicago event through WBEZ 91.5 FM, Chicago’s public radio station. This radio station reaches an older, more established audience. This radio spot will run during the month of January of 2012. We will reach our secondary target market in order to promote Patagonia’s Chicago Beach Yoga event through WKSC 103.5 FM. This radio station reaches a both a younger and urban audience. This radio spot will run during August of 2012.

37


Traditional Marketing Radio Spots Stations

Annoucements Female

NPR Announcer: 30 second time slot Music Bed (Under) (Fade Out at End)

KISS FM 30 second time slot

We’re half way through summer and you may be looking for a unique way to stay in shape and enjoy nature. Come join Patagonia every Saturday for free yoga sessions on beaches around Chicago! Unlimited space available and if you don’t have yoga gear, come out anyway, Patagonia will be selling all the quality yoga gear you need! Classes are from eleven to twelve and six to seven p.m. Visit our website Patagonia.com to see all yoga locations. Remember, You… Nature… Patagonia. “Skeleton” The Parkington Sisters from Patagonia Music

Female Announcer:

We’re half way through summer and you may be looking for a unique way to stay in shape and enjoy nature. Come join Patagonia every Saturday for free yoga sessions on beaches around Chicago! Unlimited space available and if you don’t have yoga gear, come out anyway, Patagonia will be selling all the quality yoga gear you need! Classes are from eleven to twelve and six to seven p.m. Visit our website Patagonia. com to see all yoga locations. Remember, You… Nature… Patagonia.

Music Bed (Under) (Fade Out at End)

“Skeleton” The Parkington Sisters from Patagonia Music

38


Traditional Marketing Nature Scenes A

billboard will be erected that will contrast with the rest of the city. It will have a natural look with “found” tree limbs bordering it, and a planter on the front with two evergreens and wild flowers.

Nature Concept: It will bring a small patch of natural world to the concrete jungle of Chicago. Eco-friendly Concept: The natural components are all prove only eco-friendly.

Images of Items

Items Needed Top Soil Soil 7 bags Organic Mulch: 8 bags Wildflower Seeds Pine Trees 2” x 8” x 12 lumber 2”x4”x8’ lumber need 2 Plywood - 4’ x 8’ Tarp: 8’ x 10’ Downed Trees Gardener Time - $15 - 5 hours per work Average Chicago Billboard Price Total Price

Pricing $100.00 $200.00 $20.00 $20.00 $280.00 $75.00 $4.00 $20.00 $9.00 $0.00 $75.00 $5,800.00 $6,603.00

39


Events -

Yoga on Chicago Beach T

his event will promote water conservation and a healthier more relaxing way to exercise while in nature. This calming event will not only embody the full experience of relaxation in front of Lake Michigan, but it will also embody the unique relationship between You, “The Human”, Nature, “The Earth”, and Patagonia, “Our Company.” Nature Concept: Getting people into the outdoors and living is what Patagonia is all about. Eco-friendly Concept: Having people getting in shape on the beach leaves no carbon footprint.

Image of the Events

Dates of Events

Items

Cost of items

August 4th, 2012

Yoga Instructor

$100 per hour - $800

August 11th, 2012

Screen & Tripod

$149.99

August 18, 2012 August 25, 2012

Screen Projector Speakers Speaker Stands

$449.99 $0.00 $0.00 $1,965.77 per year.

40


Events

Footprints on the Right Track

T

his flash mob event will bring attention to Patagonia around Chicagoland. Not only will volunteers for this fun dancing incentive raise awareness about Patagonia, they will be doing it outdoors, in nature!

Nature Concept: Embracing the great outdoors while dancing. Eco-friendly Concept: Promoting Patagonia in a less traditional way like using natural materials that will be mass produced and the turned to waste. By dancing, it’s free, non wasteful advertising.

Times 7am • Morning Rush by ABC Towers 12pm • Afternoon Rush Millennium Park 5pm • Evening Rush NBC Towers; Michigan Ave

Items

Cost of items

Patagonia Clothing

$0.00

Video Upload

$0.00

Rehearsal Space - Location Grant Park

$0.00

Speakers

$213.24

Speaker Stands

$54.99

Extension Cords

4 at $16.27 = $65.08

50- $5 Gift Cards to McDonalds for Morning Rush Breakfast

50 at $5= $250

50- $5 Gift Cards to McDonalds for Morning Rush Breakfast

50 at $5= $250

50- $5 Gift Cards to McDonalds for Morning Rush Breakfast

50 at $5= $250

Water - 10 - 24 packs

$32.99

Grand Total

$1,116.40

41


Touch points A

Downtown Patagonia Ski Lift

pproaching the winter, touch point installations will be placed hanging from 8 street lights over N. Clybourne. They will resemble ski lifts and will lead down each side of the road toward the Patagonia store.

Nature Concept: The reminder of the ski season will lead people outdoors. Eco-friendly Concept: Everything comes from recycled or recyclable material and leaves far less pollution than print Touch Points.

Pictures of the outcome

Items Needed

PPI

Total Price

30’ PVC Pipe for chairs:

$2.60 per 10’

$62.40 per chair

4 PVC Joints

$1 each

$32.00 per chair

Epoxy

$20.00

Plywood-4’x8’

$5.95

$24.00 per chair

Green Paint

$30.00

Mannequin

$2250.00

Zip ties Webbing 1500ft

$100 per 300ft

Installation

$50.00 $500.00 $600.00 Total = $3658.40

42


Budget Breakdowns

43 21


Impressions Radio Spots

1,903,300

Billboard

2,700,000

Yoga

40,000

Flash Mob

189,300

Green Line

20,500,000

Human Mannequins

869,400

Downtown Patagonia Ski Lift Chalk Artist

1,674,0000 1,000,000

Footprints

108,000,000

Bank of America Race Sponsorship

418,557,600

Cardboard Structure

333,333

Powerwash

558,000

Pedestrian Signs

118,041,000

44


Monthly Flow Chart January

February

March

April

May

June

July

August September October November December

Pedestrian Signs Footprints Downtown Patagonia Ski Lift Green Line Washing Away the Dirt Flash Mob Billboard Chalk Artist Radio Spots Yoga Cardboard Structure Chicago Race Human Mannequins

45


Budget Nature Scenes ......................................................................................................................................................................$6,603.00 Radio spots ..........................................................................................................................................................................$5,472.00 Take a Ride on the “GREEN” Side................................................................................................................................... $16,900.00 Footprints on the Right Track ..............................................................................................................................................$1,116.40 Cardboard Structure................................................................................................................................................................ $166.63 Chicago Beach Yoga ............................................................................................................................................................$1,965.77 Human Mannequin................................................................................................................................................................... $82.99 Chalk Artist.......................................................................................................................................................................... $2,800.00 Chalk Footprints....................................................................................................................................................................... $30 .00 Downtown Patagonia Ski Lift.............................................................................................................................................. $3,658.40 Power wash ..............................................................................................................................................................................$756.00 Bank of America Race sponsorship.....................................................................................................................................$10,615.44 Pedestrian Signs ....................................................................................................................................................................$1,726.00

Total:......................................................................................................................................................................... $51,892.63

46


Budget

47


Bibliography Adidas Group. (2011). The performance brand and multi-sport specialist . Retrieved October 21, 2011, from Adidas Strategy: http://www.adidas-group.com/en/investorrelations/strategy/adidas/default.aspx Adidas. (n.d.). Welcome to adidas. Retrieved October 20, 2011, from Adidas: www.adidas.com Anderson, E., Pryse, J., & Gilmore, M. (2001). Patagonia inc. Retrieved October 20, 2011, from Slide Share- Present Yourself: http://www.slideshare.net/Annie05/patagonia-inc-presentation Best Buy. (2011). Epson - PowerLite Home Cinema Projector. Retrieved November 30, 2011, from Best Buy: http://www.bestbuy.com/site/Epson+-+PowerLit e+Home+Cinema+Projector/9533926.p?id=1218120177953&skuId=9533926&st=epson%20projector&cp=1&lp=1 Best Buy. (2011). Polk Audio - Atrium5 5� Outdoor Speakers (Pair). Retrieved November 30, 2011, from Best Buy: http://www.bestbuy.com/site/ Polk+Audio+-+Atrium5+5%26%2334%3B+Outdoor+Speakers+(Pair)/3992578.p?id=1218446821025&skuId=3992578&st=polk%20audio%20out door%20speakers&cp=1&lp=1 Best Buy. (2011). Projecta - Versatol 92� Tripod Projector Screen - Matte White. Retrieved Novemver 30, 2011, from Best Buy: http://www.bestbuy.com/s site/Projecta+-+Versatol+92%22+Tripod+Projector+Screen+-+Matte+White/2802165.p?id=1218351653090&skuId=2802165&st=screen%20and%20 tripod&cp=1&lp=1 Best Buy. (2011). Sanus - Adjustable-Height Speaker Stands (pair). Retrieved November 30, 2011, from Best Buy: http://www.bestbuy.com/site/Sanus+ +Adjustable-Height+Speaker+Stands+(pair)/5590489.p?id=1055388028260&skuId=5590489&st=sanus%20adjustable%20height%20speaker%20 stands&cp=1&lp=1 Black Diamond Ltd. (n.d.). Black diamond, ltd-climbing gear, ski equipment, mountaineering and more. Retrieved October 19, 2011, from Black Diamond: http://www.blackdiamondequipment.com/en-us/

48


Bibliography Ball, J. (2009). Patagonia. Mother Earth News, (237), 62. Retrieved from EBSCOhost. Columbia Sportswear. (n.d.). Columbia sportswear. Retrieved October 19, 2011, from Columbia Sportswear: www.columbia.com Custom labels, custom stickers, fast label printing services (2011). In MaverickLabel.com. Retrieved December 5, 2011, from http://www.mavericklabel.com/ Devianart Art (n.d.). In Deviantart. Retrieved October 24, 2011, from http://www.deviantart.com/ Eyes on Rate Card (2010). In Clean Channel Outdoor. Retrieved December 4, 2011, from http://clearchanneloutdoor.com/assets/downloads/media-planning-guide/2010-11-eyeson-rates.pdf gaebler.com. (n.d.). Bus Bench Advertising Costs. Retrieved November 3-, 2011, from Resources for Entrepreneurs: http://www.gaebler.com/Bus-Bench-Advertising-Costs.htm Hurley, E. M. (2011, October 9). Bank of America Chicago Marathon Facts. , 1-7. Indeed.com. (2010). Show Me The Money; Yoga Instructor Jobs. Retrieved November 30, 2011, from Indeed.com: http://www.indeed.com/forum/job/yoga- instructor/Show-me-money/t1237 Kaplan, M. D. (2011, September 12). Patagonia pleads: Buy only what you need. In Patagonia pleads: buy only what you need. Retrieved October 24, 2011, from http://www.smartplanet.com/blog/pure-genius/patagonia-pleads-buy-only-what-you-need/7091 Millennium Park. (2010). In Explore Chicago. Retrieved December 3, 2011, from http://explorechicago.org/city/en/millennium.html Mountain Hardwear. (n.d.). Mountain hardwear. Retrieved October 19, 2011, from Mountain Hardwear: http://www.mountainhardwear.com.np/ New Balance. (n.d.). New balance. Retrieved October 20, 2011, from New Balance: www.newbalance.com

49


Bibliography Nike. (n.d.). Nike. Retrieved October 20, 2011, from Nike: http://www.nike.com/nikeos/p/nike/en_US/?ref=http%3A%2F%2Fwww.google.com %2Furl%3Fsa%3Dt%26rct%3Dj%26q%3Dnike%26source%3Dweb%26cd%3D1%26ved%3D0CDwQFjAA%26url%3Dhttp%253A%25 2F%252Fwww.nike.com%252F%26ei%3DZAymTpyMKqTLsQKqktWfDw%26usg%3DAFQjCNFfu6fEgeWQlHU5XPqvVX1nIV4b6w Patagonia Outdoor Clothing. (n.d.). Patagonia. Retrieved October 19, 2011, from patagonia.com: http://www.patagonia.com/us/home Pressure washing chicago - professional pressure washing: ace of spray (2011). In Ace of Spray. Retrieved December 5, 2011, from http://www.aceofspray. com/ Royalty-free stock photos at photos.com (n.d.). In Photos.com. Retrieved October 25, 2011, from http://www.photos.com Pinsky, J. (2006). The north face marketing analysis. Retrieved October 21, 2011, from Term Paper Access: http://termpaperaccess.com/doc_the_north_face_marketing_analysis_woouk.html Subwayblogger.com. (2007, November 3). How Much Does a Subway Ad Cost? Retrieved November 30, 2011, from Subway Blogger: http://subwayblogger.com/2007/11/03/how-much-does-a-subway-or-bus-ad-cost/ The North Face. (n.d.). The north face-outdoor activewear and sports gear. Retrieved October 20, 2011, from The North Face: http://www.thenorthface.com/en_US/index.html Wall decals|wall murals|wall stickers|premium wall graphics from LTL prints (2011). In LTL Prints. Retrieved December 5, 2011, from http://www.ltlprints.com/ Walmart. (2011). 16/3 Orange Cord, 100’. Retrieved November 30, 2011, from Walmart.com: http://www.walmart.com/ip/16-3-Orange-Cord-100/16795316

49 50



Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.