PR STRATEGY
SITUATION ANALYSIS
HERITAGE 1901 – Originally sold as gardening boots by the Griggs family 1945 – Dr Klaus Maerten developed innovation of air-cushioned soles & partnered with Herbert 1960 – Branded ‘Airwair’ & slogan “with bouncing soles” launched 1960+ – Marketed to Britain’s working class labourers 1970+ – Adopted by various sub-cultures and became symbol of self-expression in the heart of music scene 2003 – Revitalised brand using high fashion designers and in turn reinterpreted the classic 1460 boot
BRAND VALUES Dr Martens is a brand at the heart of British subculture, music and the punk movement. They pride themselves on their strong, industrial heritage and iconic brand story, celebrating; rebellion, innovators and non-conformist individuals. They stand for ‘individual style and united spirit’ by enhancing and empowering their consumers journey to self-expression and identity.
CURRENT STRATEGY Local artists are commissioned to transform their stores interior, creating personal and regional ties to consumers. This instore experience enables them to immerse themselves in their local culture in a unique and genuine manner while browsing the latest collection. Continuing to embrace their strong, creative and musical ties local, alternative brands are often invited to perform in store. This solidifies and reiterates deep connections with their brand history and music, staying true to their original brand ethos and promoting the brand authentically while enticing in young tastemakers. Their online presence is constantly evolving to keep up with their target market on a variety of platforms. This is used to further channel the importance of connecting on a personal level with consumers and valuing their involvement with the brand. Their most successful hashtag was for their #STANDFORSOMETHING campaign which generated a huge buzz over the brand.
Not only did this campaign generate conversation between Dr Martens and their consumers it was also very real, centred on their brand ethos of personal beliefs and identity. Photo booths were set up enabling customers to physically get involved with the campaign and social media platforms created an online community where everyone’s voice was heard. The #STANDFORSOMETHING rock concert also generated a lot of publicity and was a great way to weave music into the campaign. Dr Martens also create promotional videos featuring a variety of profiles, authentically representing what they stand for and their individual style. Overall this campaign has been a huge success but to push it forward regional differences must be recognised.
SOCIAL MEDIA ANALYSIS
SWOT ANALYSIS
REGIONAL ANALYSIS
Manchester, a city in the Northwest of England brimming with industrial and working class heritage is known for: It’s alternative music scene and immense creativity. Their store is located in The Arndale Centre, on the cusp of the Northern Quarter. An area bustling with distinctive architecture, graffiti, diversity and culture. Making it an ideal location for vibrant tastemakers to help align the brand.
REGIONAL CONSUMER - THE PIONEERS
The ‘Pioneers’ are a dynamic and non-conforming tribe of young, creative individuals who think outside of the box. They are heavily influenced and involved in music culture and love to surround themselves in diverse, unique and urban locations. They are energetic, vibrant and spontaneous individuals who express their identity through the clothes they wear and they love to inspire others through their exuberant and sociable nature. Pioneers are rebellious characters, refusing to accept the norm and in turn stand for their own right. Their music taste is alternative/rock, listening to the likes of The Stone Roses, Oasis and The Courteeners. Style influences come from Agyness Deyn, Peaches Geldof and Pete Doherty. They are night-time people, who love to go out to music gigs and discover edgy, new venues. They fit Dr Martens’ target audience like a glove.
OBJECTIVES MAINTAIN BRAND IMAGE AND BUILD REPUTATION BY STAYING TRUE TO BRAND ETHOS
TO DEVELOP RELATIONSHIPS WITH CONSUMERS AND TO FORM CONNECTIONS
ENCOURAGE & MAXIMISE CONVERSATION OF BRAND BETWEEN YOUNG, CREATIVES FORMING NEW TIES
MOVE AWAY FROM ‘BATCH & BLAST’ PROMOTION TAKE A MORE PERSONAL APPROACH
BUILD REGIONAL RELATIONSHIPS BETWEEN BRAND AND LOCAL COMMUNITY
PROMOTE BRAND AUTHENTICALLY AND ENTICE YOUNG CUTURAL TASTEMAKERS TO BRAND
STRATEGY CONCEPT: DR MARTENS X TEXTURE
The launch of the new ‘Texture’ collection in association with the #MORETHANJUSTABOOT campaign will be celebrated at 2022NQ in the Northern Quarter, Manchester on July 16th 2016. The new range revamps the classic style boots and shoes using a variety of exuberant textures we feel represent both Manchester and Dr Martens. Mancurian abstract artist, Danny Cawley has designed the exclusive ‘Danny Cawley Boot’ of which only 50 have been produced. Cawley is also attending the event and will be producing a bespoke canvas to be hung in the Manchester store. To further evoke the traditional British heritage of the brand the whole collection is manufactured in the UK and will form part of their ‘Made in England’ collection, which is currently lacking in promotion.
“My work is all about colour, depth, texture and emotion. I want my paintings to breathe, I want them to dance, I want them to shout out loud…I paint to music, always. Mainly rock and roll. The combination of music, coffee and solitude enables me to convert the energy into my work. I enjoy the process as much as the result, I don’t follow any rules. Just my own… Enjoy…” - Danny Cawley, (2013)
Fashion blogger, Victoria from InTheFrow will be invited to the launch and given the ‘Danny Cawley Boot’ to review on her blog. Flux Magazine will also be covering the event and launching their own competition in association with the #DRMARTENSXTEXURE. Excelling hype of the collection beyond the launch.
EVENT DETAILS
The event will start at 6pm and the venue will be decorated accordingly taking inspiration from music culture, rebellion, graffiti and industrial influence and the collection will be there to view. There will be a DJ mixing alternative and rock and roll music into the late evening predominantly focusing on Manchester’s creations. Food will be available throughout this time provided by The Blue Pig and The Yard & Coop. They will also be providing a selection of carefully crafted cask ales and will work closely with us to produce an ale exclusive to Dr Martens, representing the brand and what it stands for. This will then go onto be sold in both of the restaurants for a limited time to further promote the brand.
The Courteeners, an indie rock band originating from Greater Manchester will be performing at the event from 9:30pm. The set will be live streamed on the Dr Martens website and YouTube channel, enabling everyone to get involved. They will also be asked to put their mark on Cawley’s painting which will later be displayed in the Manchester store as a reminder of the event.
TACTICS SOCIAL MEDIA: YOUTUBE: prior to the event a teaser video will be released to create hype for the launch and live stream of The Courteeners set will be uploaded to YouTube PINTEREST: #DRMARTENSXTEXTURE competition INSTAGRAM: promote new Snapchat account by posting picture of QR snaptag. Intern takeover posting images throughout event production and event itself SNAPCHAT: launch a Snapchat account – new platform to use to connect with fans. Interns post snaps of production of event and throughout event. TWITTER: Guests watching live stream of The Courteeners event will be encouraged to use #DRMARTENSXTEXTURE and share their views/song requests. PR team on hand to reply via Dr Martens’ official Twitter account. Generates discussion between consumers and company – adds a personal touch & builds valuable relationships
#DRMARTENSXTEXTURE COMPETITION:
As a company that has many layers of heritage from workers boots to the punk movement, we want you to create a pinboard using the #DRMARTENSXTEXTURE with creative images representing textures that signify Dr Martens and Manchester to you. Our chosen textures on the pinboard have inspired the new collection and will work in contingence with the promotional video. Providing a teaser to potential customers of what the new collection of footwear will be. However, the exact names of the textures of the collection will not be released until midnight after the launch. 4 chosen winners will receieve a pair of the exclusive ‘Danny Cawley’ boot which will be signed & have the chance to intern at the event.
The new collection will be manufactured in England bringing the brands traditional British heritage back to life Tickets for the launch event are free but will only be available for download via the website for those with a Manchester based address, increasing exclusivity to ‘The Pioneers’ The collection will be exclusive to the Manchester store for 24 hours after the event before being released online and in other stores. Those purchased in the Manchester store will also be given 20% off
COLLECTION:
THE ‘STREET BOOT’
THE ‘INDUSTRIAL BOOT’
THE ‘COBBLED SHOE’
THE ‘DANNY CAWLEY BOOT’
TIMELINE:
FILM BLURB:
Together we stamp on conformity. Together we have authentically weaved heritage and pride into our brand ethos. Together we have produced our own, unique texture - an innovation of self-expression. Together we have perfectly shaped and crafted a community. A community encapsulating vibrant and dynamic like-minded individuals. Together we have achieved. We now look to our regions, we look to enhance – Manchester shares our philosophy. Do you? We are more than just a boot. We are Dr Martens. (Coming to a region near you)
REFERENCES: Danny Cawley. 2013. Quote From Danny Cawley. [ONLINE] Available at: http://www.dannycawleyart. com. [Accessed 10 April 2016].