Everpurse

Everpurse You decide when your day ends

Table of Contents 2 Table of Contents 3 Introduction 4 Executive Summary

Research and Planning 6 7 8 9 10 11 12 2

Research Objectives SWOT Analysis Industry Analysis target Profile target Profile target Profile Challenges

Creative Strategy & Execution 14 15 16 17 18 19

social media mobile apps Traditional Communication Costs Next Steps

introduction convenient and stylish.

innovative and necessary.

professional and classy.

She’s in control of the day.

Today’s women are empowered. It is about pursuing their dreams and climbing that corporate ladder. It is about chaning lives before changing diapers. It is about staying up-to-date and never getting behind. With a demanding schedule, she is always in transit and is always using her smartphone to manage her life. She is confident and is control.

Everpurse solves that problem with a clutch that allow women to charge their iPhones and Samsung Galaxy wireless whenever and wherever their phone needs to be charged. The small clutch is small enough to fit in a larger purse, a breifcase and is stylish enough to be carried by itself.

Our campaign aims to reveal that Everpurse can effecHowever, only one thing is going to stop her: her smart- tively cater to the needs of every woman, independent phone. She can fight the stereoptypes, prove everyone of where she is now and where she wants to be. The wrong, but when her phone dies, her day is over. End last thing the she wants is to lose control of the day of Story. It’s then looking for the nearest outlet, seeing because of her phone. This campaign illustrates that how far the iPhone cord will reach, becoming stationEverpurse is putting the woman back in charge. She’s in ary--all the things that aren’t convenient and not prac- control of the day. tical.

Everpurse. Keep going with your day.

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Executive summary

Brand Audit • Everpurse was introduced on Kickstarter.com September 10, 2012 with the goal of $100,000.

•

Since the start date, the Everpurse has passed its goal and raised $238,187 with 1,451 people on Kickstarter backing the project.

• Currently the Everpurse supports iPhone 4, 4S, 5 and Samsung Galaxy S III. •

The price of the Everpurse ranges from $189 to $319 including dock charger.

• With six colors in the leather style and five in the fabric style one can pre-order the Everpurse for the spring 2013 delivery. The product is available internationally with an additional $60 shipping charge and has recently graced the pages of Mercedes Magazine in Italy and Switzerland.

With the additional shipping charge sales will stay predominantly inside the United States.

• Everpurse faces the problem of being a start up company building its brand and consumer outreach.

• Pre-order sales began on Black Friday, November 23, 2012 • Active users on social media and attempt to communicate with consumers.

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Research & Planning

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Research Objectives

• Strengths, Weaknesses, Opportunities and Threats • Understand who Everpurse is selling to and who is buying Everpurse • Possible competition Everpurse will face • Industry and Culture of the product • How to incorporate the research to build a strong brand 6

s

trengths

o

• Only product currently on the market that offers this service • Will charge phone approximately twice from 0% to 100% in one day • Style of the product is convenient for people on the go • Various styles and colors available • Has been covered by ABC, Good Morning America, etc.

• Made in the USA

w

eaknesses

• Very expensive for both purse and dock • International shipping • Only supported with iPhone 4, 4S, 5 and Samsung Galaxy S III • Not immediately available for purchase • Popular OtterBox case not easily connect to charger

s.w.o.t. analysis pportunties

• Partner with a department or specialty store to broaden consumer base • Can make available for other phone brands • No shipping until March 2013 means time for improvements • Option to make available in other bag styles • Create phone cases that are durable and connect with charger easily

t

hreats

• New to market • International buyer shipping costs • Charging inside purse not easily adaptable to phone cases • Price point

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industry analysis

Consumer Behavior:

Social Media: Followers:650 Following: 757 Tweets: 1,050 TweetLevel: Influence: 57.6

Popularity: 54.0

Engagement: 39.7

Trust: 25.0 • • • • 1,469 likes • 147 talking about the page

Facebook

Competition: The competition for Everpurse is virtually non-existent, giving them a corner on the market. This however, will not last forever. In order to stay on top, and continue to be competitive Everpurse will have to adapt.

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Women account for 85% of all consumer purchases Women are slightly more likely to use smartphones than men, according to 2012 Nielsen data.

For the time being, Ever purse has created a new product with few competitors present. However, if Ever purse does not prepare for the inevitable they will suffer the consequences. It would be in the best interest of Ever purse to continue to develop new products, and actively find ways to bring costs down to consumers. In todays down economy people do not have as much disposable income. As a result, shoppers look for products that are affordable as well as high in quality. Ever purse has to aggressively convince consumers that they need and that the products they offer are high quality.

target profile “I am never sitting down. I am always on the go. My typical routine is to wake up in the morning and go to yoga, work, run errands, dinner and usually after I have events to go to, get drinks with some friends-just something socialable. I love my lifestyle. I’m always on the go, and it’s always something new!”

BIO: Lauren is 26 majored in public relations and event planning. She is pursuing her career goals in Nashville, TN. She lets nothing stop her and believes that anything is possible if you put in a great amount of effort and have a little faith. Lauren is dedicated to her career and is in pursuit of reaching the top of that corporate ladder. However, she still makes time to have social life. Lauren believes in quality. Her philosophy is to spend more money for a few good quality products then purchasing a lot of poor quality products for less.

Occupation

Meet Lauren the independent Social Media Specialist

Characteristics

social, brand loyal, stylish, fun, outgoing, organized, independent, goal-driven, personable, busy

Most likely to

put her career first, get drinks after work, go shopping, attend concerts and other social events, stay overtime, always use her phone

Least likely to

quit something she can’t do, settle down, turn off her phone, delete social media accounts

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target profile “College is only four years, and I am making sure I am

Meet Hannah the overachiever Occupation

going to make those the best four years. I love to be very involved. I know the leadership roles I take will help me in the furure. The connections and friends I have made are incredible. The only bad part is that there are not enough hours in the day, and I don’t get home until later at night.�

College Student studying Accounting

Characteristics

leader, optimisitic, social, busy, involved, young, determined, intelligent

Most likely to

run for an office in an organization, have a lot of meetings, be involved in clubs, go to campus events, study

Least likely to

fail a test, be home before nine, say no when someone asks for a favor, be disorganized, not be informed

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BIO: Hannah is a senior at a college university. She is studying accounting, which requires long hours of studying. She is involved in several campus organizations as well as in her sorority. Hannah has meetings almost every day and maintains an on campus job. She is young, but is constantly using her phone to send emails, check grades, stay social on several social media sites, and uses her phone a camera; she has to document her college experience. With long days, Hannah usually has little to no phone battery by dinner time each day, which is inconvenient.

target profile “Knowing that Hannah is always so busy and out late some nights whether is at a meeting, studying or socializing with friends, it would put our minds at ease if we would know her phone could be charged in case of an emergency. Some see us as overbearing, but we like to think that we are just loving parents.�

BIO: Mr. and Mrs. Smith are the parents of Hannah. Thier eldest daughter went away to college, but they still communicate with thier little girl every day. They realize how busy their daughter is. Some days it will take hours for Hannah to respond; however, as long as her phone is charged she will respond. Both parents hate the thought of Hannah driving late at night or being busy late at night without her iPhone charged. They wish, in case of an emergency, that Hannah would have a charged phone, prepared to call for help.

Meet Mr. and Mrs. Smith the parents

Occupation

Mr. Smith works at a local bank and Mrs. Smith is very involved in the community.

Characteristics

concerned, giving, pratical, loving, family-oriented

Most likely to

call their children everyday, travel to see thier daughter on campus, spoil their children, worry, over reaact

Least likely to

be out of the loop in their children’s lives, not communicate, not give their opinion

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challenges Everpurse faces the problem of being a start up company building its brand and consumer outreach.

The price for the product is rather expensive, being well over $100 for the actual bag plus charging dock and high international shipping charges.

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It is also limited to only four phones currently being compatible with the charging device. Everpurse is designed currently so that phones with bulky cases are not easily attached to the charging device inside the purse which is a downfall.

Creative strategy & executions

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social media As the company continues to grow and gain more fans the social media outlets will become vital to promoting the product.

This means that Everpurse will hire people to run and maintain their social media platforms. The benefit of this is that the administers can operate as customer service representatives on the social media pages. They can address any complaints consumers may have about the product as well as answer questions that they might have regarding the product.

Furthermore since these conversations are available for everyone to see this leaves a good impression on first time visitors to the site. If a new fan sees that the company is directly involved with customers it gives them a feeling that they are valued. When customers feel that the company they tend to return to that brand values them.

Everpurse begin releasing videos on their YouTube channel. The videos will be used to showcase their products and promote any new products they tend to release. This will give consumers a live action look at their product line.

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In the past few years the public has been moving away from faceless companies. Personalities sell products. Liz Salcedo, the creator, will make videos for the You-Tube channel.

Story Teller Contest: How EverPurse Saved the Day Strategy: Consumers will submit videos telling thier “humorous” stories of how Everpurse saved their day via YouTube and linking it to Facebook. Participants will encourage their friends and others to vote for their story by liking their video on Facebook Brand Page. In order for friends to vote for the video, they must first have to like the page. Whoever has the most video likes wins the competition with a new style clutch.

Objectives: • Encourage participation and feeback increase through social media within the next three months.

• Increase the knowledge of the Everpurse brand through social media within the next year.

• Create an emotional, memorable connection with the target markets.

Time Span: The contest on Facebook will last for two months.

Incentive: The winner will win a new style clutch Return on Investment: To measure the increase of Facebook likes, eveluate the difference of likes and shares from the beginning of the contest and the end.

mobile apps

EverPurse Battery Life: Mobile Application Cost of Application: FREE Description: Everpurse battery life will allow consumers to select different combinations of applications to see how much battery it will take.

For example, a consumer would be able to select talking on the phone for 30 minutes, send three emails out, send out five text messages. After the application will predicit how much battery life will be left.

Objective: With this mobile application, Everpurse hopes to show consumers how much battery life they are using and encourage them to purchase Everpurse because they will be on the go when their phone battery dies. With this app, consumers can plan ahead with Everpurse. It puts the consumer in control.

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traditional Magazines are a good way to reach potential consumers. Everpurse can utilize magazines to promote

their product to large amounts of customers. Everpurse will run full-page ads to show the product and highlight the use of Ever purse. Furthermore, this will help promote the brand awareness to people who are unaware of the product. Moreover, the cost magazine ads are fairly expensive. With this being said, Ever purse must make sure that they choose the right magazines to get the most for their money.

Magazines: Cosmopolitan, Vanity Fair, People

Televison Early morning talk show will be a good time to advertise the Everpurse. In order to reach the

maximum number of women advertising in both the morning and night for different demographics is the best way to go about TV advertising. Advertising on the talk shows, which usually air at eight in the morning, will appeal to the stay at home moms and women going into work later. Ever purse purchase a 30-second ad that runs at the beginning of the show. In addition, ads will be ran during primetime spots. The target profile typically does not have a lot of time for television, but they will not miss the hot, new television shows.

Television: Good Morning America, Today Show, Revenge, Reality TV shows

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communication The Message:

Where:

Everpurse allows the consumer to be independent; they decide Social Media: Twitter, Pinterest when their day is over-not when Print: Cosmopolitan, Vanity Fair, People their phone dies.

Television: The View, Revenge, Product Placement in reality television shows

WHO:

Young, independent women working women.

When:

Involved college students who spend long hours away from and thier parents.

Social Media: Begin tweeting immediately and revamping the social media site. Tweet throughtout the day, since women constantly check twitter, espcially early morning and around “lunch� (12 pm-1pm)

Parents who will purchase the Everpurse for thier daughter.

Television: Run television ads early during talk shows and in the evening during popular primetime television. Women can’t miss their favorite, new show.

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costs Mobile Application: $1,000 | Social Media: $5,000 Magazine Ads: $50,000 | Television Ads: $100,000

Everpurse needs to communicate to their audience that they are of high quality and create brand loyal consumers. It is worth paying the price to be able to decide when the day ends and not when your phone dies.

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next steps Maintain a conversation Listen to the audience. with valuable content via Innovate new ideas to ex- What are the saying social media sites, espcially pand the product line: mens- about Everpurse? twitter. wear, clothing, etc.

Partner up with designer brands to create new style of purses.

Women are in control of the day.

Communicate it is worth paying the price to have your iPhone charged all day long.

Sell Everpurse in de- Target Market: IndepenCompetition is not an issue now, partment stores such as dent women with busy but it will be one soon, so preMacy’s. lives who are always on pare future plans. the go.

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