Live Project - Liv by Miriam Rodriguez Juarez

MIRIAM RODRIGUEZ-JUAREZ N0709570 WORDS: 3,430

02 01

SETTING THE SCENE ETHICS CLAUSE INTRODUCTION AIMS & OBJECTIVES METHODOLOGY ABOUT LIV

SITUATIONAL ANALYSIS

04 03

CORE COMPETENCIES STRATEGIC CHALLENGES CONSUMER ANALYSIS CONSUMER SEGMENTATION BRAND PLATFORM PRODUCT OFFERING SWOT ANALYSIS

EXTERNAL BUSINESS REVIEW MARKET OVERVIEW WOMENâ&#x20AC;&#x2122;S BIKES PRIMARY COMPETITORS SECONDARY COMPETITORS PEST ANALYSIS MACRO TRENDS MICRO TRENDS ANSOFF MATRIX MARKETING MIX

CONTENTS

COMMUNICATION PLAN

SOCIAL MEDIA PRESENCE COLLABORATIVE IDEAS 1 2 3 ENGAGEMENT IMPLEMENTATION PRIMARY RESEARCH TIMELINE BUDGETING MEASURE & REVIEW SUMMARY

01 SETTING THE SCENE

Ethics Clause

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. Signed: Date:

INTRO The main focus of this report is to create a three year strategic marketing plan which identifies, develops and documents a standardised collaboration for the brand Liv alongside a one-year tactical communication plan. Together, these will help to leverage the existing, proven brand authenticity and will enhance creative image. The collaboration must ensure to have relevance across international markets. The foundation that supports the report comes from the SOSTAC model (PR Smith). Analyzing the following key areas enables an in-depth analysis into the situation, objectives, strategy, tactics, action and control.

DUCTION

AIM An investigation into how a collaboration can help to leverage the existing brand authenticity and image of Liv.

OBJECTIVES

To raise brand awareness among current, potential and lapsed consumers. To develop a collaboration that drives brand heat and creative image. To ensure the collaboration can be recognised from a global perspective.

METHODOLOGY Research Focus:

Brand perception of UK consumers. (Using primary research) Results analysis using marketing models PEST/SWOT/Ansoff Matrix/8P’s, providing insight into optimisation for the collaboration. Primary Quantitative/Qualitative Methods:

Online survey (100 respondents, aged 18+) In store observations. Secondary Research Methods:

Online (Mintel, BBC Sport, J Waltor Thompson Intelligence) and literature research. There has been a wide range of both primary and secondary research evaluating key topics within the aims and objectives. Qualitative primary research was undertaken in the form of a survey. The research was strengthened through visits to sport cycling stores, making the primary findings robust. This is a key strength of the qualitative research, meaning that the findings were reliable and current to the brand within this report. This is supported by Creswell who points out that the “Standard of validity and reliability are important in qualitative research” (Creswell, 2014).

One limitation of this research was that the primary research survey was only conducted by people in the UK, therefore having a limited wider public insight.

“Well, honestly we just really believe in women. That’s it, pretty simple. Everything we do from the design of our bikes, gear and our message is all for women” - Bonnie Tu

(GLASS, 2017)

ABOUT LIV Liv is the first cycling brand that is specialised and dedicated to women only. Providing the best products to help and encourage women discover new and exciting possibilities through cycling. Liv originally was a sub-brand of Giant manufacturing which was established in Taiwan in 1972. Giant’s ongoing mission is to continue to inspire passion for cycling through creating the most innovative, highest quality bikes and gear. In 2014, Giant announced that its sub-brand, Liv, will be transformed into a privately owned independent sister-brand as part of Giant’s expansion. Liv continues to empower, inspire and promote the notion of female cycling globally, by having women as their core focus and priority. Liv has sales in over 50 countries and a global revenue of over $2 billion, and now accounts for 25% of Giant’s major sales markets and achieved triple-digit growth in engagement during the year 2017.

(LIV, 2018) (LIV BRAND OVERSIGHT, 2017)

MISSION STATEMENT All women should have the right to choose products made and designed specifically for them.

VISION STATEMENT Striving to create a welcoming community for female cyclists globally.

BRAND ESSENCE Cycling should be an opportunity for everyone, a belief in inclusivity not exclusivity.

02 SITUATIONAL ANALYSIS

CORE COMPETENCIES LIV delivers an excellence of craftsmanship rather than utility for women. The products are of prestige and fashion with the occasional radical innovation. The core competencies are impactful on the brand, due to the balanced level of attention on both the mechanical element to the bikes and the physical appearance. Neither has been neglected.

STRATEGIC CHAL The key strategic challenge for Liv is to increase their brand heat and drive brand image. The cycling market within the UK is already highly competitive and diluted with the vast competitive landscape. Simply, a bike is a functionality product, regardless of who it is designed for, they all do the same job, getting from A to B.

Liv embrace the strategic challenges by focusing on the business to consumer relationship. The companyâ&#x20AC;&#x2122;s focus is purely based on and around women, which is their USP. Women are at the centre of everything they do. Liv is a lifestyle, a community where women, globally are welcome.

LENGES

CONSUMER ANALYSIS She is willing to take risks. She lives a simple life. Riding gives her a sense of freedom, away from her daily responsibilities as a working mother. She is kind and patient when faced with new challenges. She appreciates moments on her bike, where her self-confidence has been strengthened. She feels empowered and bold - she is LIV

LIV CONSUMER SEGMENTATION DEMOGRAPHIC Liv targetâ&#x20AC;&#x2122;s age demographic focus is from 18-80, which encapsulates their belief in inclusivity rather than exclusivity. Women from all ages, races, religions, family sizes are welcome. And regardless of income or occupation, they make time and find their place within the Liv community.

GEOGRAPHIC Liv understand that their consumers within the global Liv community come from all geographical backgrounds; cities, villages, urban/rural areas, fast changing climates etc. Each are a key consideration that Liv take into account, and is reflected through their adapting product offering and services.

PSYCHOGRAPHIC Once again, reinforcing the belief in inclusivity rather than exclusivity, Liv acknowledge that not all women are highly advanced cyclists. Though, one of the main values and attitudes that each individual carries and shares, is a passion or interest for cycling. They believe in taking care and looking out for not only their physical well-being but also their mental health. Within the Liv community, cycling is a lifestyle.

BEHAVIOURAL

Liv consumers, value product and service quality and reliability over price. Theyâ&#x20AC;&#x2122;re happy and comfortable investing into something that contributes to their lifestyle. Loyalty for and from the brand is something that makes them feel part of the community.

“We create experiences for them and ask them to share their experiences — building a community and a conversation that often transcends the typical cycling conversations” - Bonnie Tu (GLASS, 2017)

BRAND PLATFORM For our corporate image, we believe that not only our customers, but every single female can associate our brand withâ&#x20AC;Ś

CRAFTSMANSHIP EMPOWERMENT TRAIN HARD AMBITIOUS POTENTIAL POWERFUL FEARLESS WINNERS ATHLETES FITNESS DRIVEN FREE BOLD FOCUS UNITED STRONG KICK ASS LIMITLESS RISK-TAKER INNOVATION COMMUNITY DETERMINED DEVELOPMENT FREE-SPIRITED ADVENTUROUS

PRODUCT OFFERING

Bikes: Road, Mountain, Cross & Gravel, Hybrid & City, Kids. Gear: Gloves, Helmets, Eyewear, Shoes.

Apparel: Socks, Jerseys, Jackets/Gilets, Shoe covers. Service Gear: Mini Pumps, Track Pumps.

SWOT ANALYSIS STRENGTHS - - - - - - -

Wide range of specialised bikes, suitable for all levels of riding Exclusively for women only High quality and reliable product/services A sense of community and empowering women Promoting a health and wellness through fitness for all women (pregnant) Finance options for purchasing Community focused - inclusivity not exclusivity

WEAKNESSESS - - - -

Highly-priced products Minimal wide-spread advertisement Constant changing climate (limited use with UK weather) Big focus on the mountain/adventure bikes, rather than city bikes

OPPORTUNITIES - - - - -

Commercial development with collaborations (brands/ambassadors/charities) Potential brand ambassador influence Establish initiatives within the UK (fundraising charities/events etc) Expand social media; produce live streaming events/tutorials /engagement Target younger consumers (16-24yrs) – specific bike range

THREATS - - - - - -

Traditionally cycling is seen to be dangerous by women (road accidents) Lower prices by competitors Wide competitive landscape Expensive bikes to be left locked outside, cause for concern of theft Cycling can be perceived as a ‘masculine sport/activity’ Seasonal declines in sales (winter)

For Liv to focus on raising brand awareness, brand image and drive overall heat. Focusing on commercial development through collaborations from the swot analysis is key in achieving the overall aim and objective.

EXTERNAL BUSINESS REVIEW

MARKET The overall cycling market is seeing steady growth across each individual market segment, e.g. folding bikes, and e-bikes. Great Britain is the second largest in Europe in terms of market sales of bicycles at 17%, leaving Germany at no1 with 20%. It has been estimated that the market in the UK is likely to grow at around 3%, making it worth a predicted ÂŁ1.25 billion by 2021.

(Fricker, 2017)

(Oortwijn, 2017)

OVERVIEW A current market driver in the UK is that central and local governments in the country are investing in improving the infrastructure to encourage bicycle riding, alongside with bike rental services which are gaining popularity. (Manchester and London, dock-less bike schemes have launched). (Oortwijn, 2017)

WOMEN’S BIKES Women’s bikes come in two different types. The first type are unisex frames that have been made female friendly by adding different components. The second type are true ‘WSD bikes’ (Women Specific Bikes) with a frame that has been built from the ground up for the female anatomy. Women are a lot more sensitive at putting weight through their genital tissue and pubic bone, so prefer to ride with more their weight back on the saddle.

SHORTER TOP-TUBE This is the bar between your legs. A shorter top tube brings the handlebar closer, so it’s easier to reach.

RELAXED HEAD ANGLE The short downward tube which the fork slides into is titled backwards towards you. This brings the bar towards you and makes the front wheel more stable.

TALLER HEAD TUBE Compared to a unisex frame, a women’s model will have a slightly taller head tube which is easier to reach.

STEEP SEAT TUBE ANGLE Compared to a unisex frame the seat tube angle will be a little steeper. This is to stop your toes hitting the front wheel when you turn corners (called toe-overlap) a problem with shorter top tubes.

LOW STAND-OVER HEIGHT Many women’s bikes will come with a slanted down top tube. This makes mounting the bike easier and offers confidence.

Key anatomical differences that women generally have

PRIMARY COMPETITORS

- BICYCLES/CYCLING GOODS

+ COMMERCIAL AWARENESS

- ACCESSABILITY

+ ACCESSABILITY

- COMMERCIAL AWARENESS

UK RETAILERS: Decathlon Halfords Evans Cycles Wiggle

APOLLO

CANNONDALE

CUBE

GIANT

LIV

RALEIGH

SCOTT

SPECALIZED

Most of the branded competitor bikes can be purchased easily and more widely across the UK in large retailers. For example, Specialized, Giant and Cannondale bikes can all be purchased within Halfords, and Evans Cycles retailers. There is a limitation to buying Liv product from Giant stores, online, or the one standalone Liv store in Dublin.

SECONDARY COMPETITORS

- CYCLING APPAREL

+ COMMERCIAL AWARENESS

- ACCESSABILITY

+ ACCESSABILITY

- COMMERCIAL AWARENESS

ADIDAS

LIV

B’TWIN

MAVIC

BONTRAGER

MUDDYFOX

CANNONDALE

RAPHA

CUBE

SHIMANO

FIERLAN

SPECIALIZED

GIANT

VELOVIXEN

GORE

WIGGLE

Women now consider looking good whilst working out to be important, and sporting retailers have caught onto this movement like Adidas. Although they’re not a cycling focused brand, they understand that women who cycle take appearance into consideration, and with the long-standing reputation that Adidas has, women would be comfortable in purchasing gear that’s not necessarily ‘specialised’ in cycling.

PEST ANALYIS POLITICAL Stakeholders in the industry are apprehensive about the rising prices of raw materials such as titanium and carbon fibre. To balance the resultant increase in expenses, vendors will have to sell their sports bicycles at higher rates, which discourages consumers who are increasingly more conscious with their spending habits since Brexit. (TECHNAVIO, 2017)

ECONOMICAL

Cycling infrastructure, government subsidiaries etc, are some of the major factors driving growth of bicycle market in the Europe region. Central and local governments in the UK are investing in improving infrastructure to encourage bicycle riding, e.g. the London mayor, Sadiq Khan has published a new transport strategy with a target, ensuring 80% of journeys are made by public transport, walking, or cycling. Transport for London Strategic Cycling Analysis (SCA) has taken data from cycle counts, census data and surveys to identify areas of urban development for potential growth. (TECHNAVIO, 2017) (FRICKER, 2017)

SOCIAL

The gender gap is closing, 51% UK women who participate in sport once a week or more. The growth has been driven by brands renewed focus and actively targeting women across the market. There are obvious health benefits to cycling, with increasing evidence supporting this, e.g. reducing cardiovascular illnesses and reduces stress. (DOVER, 2016)

TECHNOLOGICAL

Technological innovations in sports bicycles will lead to significant market growth. Many vendors are now launching innovative and technologically advanced sports bicycles and accessories, e.g. manufacturers are incorporating GPS tracking devices in bicycles. (TECHNAVIO, 2017)

For Liv to be in relation to the current climate; the brand must focus on creating strong relationships with their current consumers, to influence repeat purchases. As well as bringing in new customers. Understanding their needs and creating relationships, again focuses on Livâ&#x20AC;&#x2122;s idea of community. If women feel understood and included, regardless of the political and economic challenges they will purchase into something they feel strongly about.

MACRO TRENDS

SUSTAINABILITY

Many UK consumers see the benefits that cycling brings to both the individual and environment. Retailers should aim to provide an adequate range that includes a higher focus of e-bikes, folding bikes as well as more traditional types.

Cycling campaigners and governing bodies should do more to promote the financial gains that can be made when switching to cycling from other forms of transport.

HEALTH & WELLNESS

Obvious health benefits such as reducing cardiovascular and death related illnesses.

Cycling reduces stress before people arrive to work. The International Journal of Workplace Health Management uncovered that the mood an individual is in the morning has a strong influence on how they will feel throughout the day.

Improving fitness is a principal motivation for most of sports participation.

FEMALE EMPOWERMENT

The gender gap is closing, 51% UK women who participate in sport once a week or more. Growth has been driven by renewed focus on women across the market, with leading brand such as Nike and Adidas actively targeting women. Retailers are really helping to promote and aid women’s cycling, by offering them bikes and accessories needed to take up the sport, and look good doing it.

Body positivity, female power and feminism are central themes in brands, e.g. Nike, Lululemon, and Athleta. Athleta launched a fresh iteration of its “Power of She” campaign in January 2017 that focuses on female empowerment and collaboration. (DOVER, 2016) (SMITH, 2017) 38

RELATION TO THE BRAND? Each macro trend is extremely relatable to Liv, especially at this specific current time where among the health & wellness and female empowerment trends there is a large movement and interest. Liv already have a presence with working alongside a charity. Liv is a presenting sponsor of â&#x20AC;&#x2DC;Tour de Pinkâ&#x20AC;&#x2122; charity event, which raises awareness of breast cancer. All proceeds of which is raised go to benefit the programs of the Young Survival Coalition. In addition to this, the health & wellness trend works alongside with Liv, due to Liv riders acknowledging that remaining active and making a conscious decision to cycle for their health, as well as for the simple enjoyment which is an important part of their lives and lifestyle. The increased benefits of riding for the overall health, is supported and highlighted by the sustainability trend. Encouraging women to cycle not only for their health but in support of looking after the environment is a movement that once again, creates a community where they hold important and special values and views.

MICRO TRENDS

SUSTAINABILITY - ELECTRIC/FOLDING BIKES

Electric bikes are expected to gain traction in the overall market and register a significant CAGR (Compound Annual Growth Rate) due to integration of e-bikes.

Commuters and less physically able consumers are taking advantage of the lower levels of exertion needed to ride e-bikes. Folding bikes have gained extreme popularity, appealing to commuters especially in the London area where ownership is more than double the average rate.

(FRICKER, 2017)

HEALTH & WELLNESS - FEMALE MENTAL HEALTH

In England, women are more likely than men to have a common mental health problem and are twice as likely to be diagnosed with anxiety disorders Consumer awareness of the importance of looking after mental and emotional wellbeing has risen in recent years, driven by the events such as Mental Health Awareness Week 77% of UK adults say that mental health and physical well-being are equally important parts of a healthy lifestyle.

1 in 5 (19.1%) of women have CMD (Common Mental Disorder) Symptoms, compared with 1 in 8 men (12.2%). (TECHNAVIO, 2017)

FEMALE EMPOWERMENT - HEROISM THROUGH SPONSORSHIPS/COLLABORATIONS

Looking beyond sport to create a point of differentiation.

Sportwear brands to align themselves with initiatives that already celebrate â&#x20AC;&#x2DC;ordinaryâ&#x20AC;&#x2122; people doing heroic work.

Financial contributions, to create a stronger image of social responsibility e.g. proportion of sales donated to female based charities. (HOPPING, 2017)

KEY INSIGHT Female mental health and heroism through sponsorships/ collaborations is the key insight for Liv. Both work hand in hand with the brandâ&#x20AC;&#x2122;s values and attitudes.

MENTAL HEALTH STATISTICS • 77% of UK adults say that mental health and physical wellbeing are equally important parts of a healthy lifestyle.

• 10% of mothers and 6% of fathers in the UK have mental health problems at any given time • In comparison to men, women are twice as likely to experience a type of anxiety disorder.

• In the UK, depression has also increasingly proven to be a leading health concern. 24% of all adults said that they had experienced depression or anxiety, while 28% feared developing these conditions in the future. • Depression can come from biological factors such as hormonal changes and social factors such as isolation and poverty are thought to be potential causes.

(Bupa, 2017) (MHF, 2017)

BENEFITS OF EXERCISE FOR MENTAL HEALTH Can help to relieve stress and anxiety and improve general mood. This is because exercise influences certain chemicals in the brain, such as dopamine and serotonin, which can affect mood and thinking.

Likely to feel happier, calmer, have improved self-image and a better sense of wellbeing if youâ&#x20AC;&#x2122;re physically active. People who have high levels of regular physical activity have been shown to have higher levels of positive emotions such as interest, excitement, enthusiasm, and alertness compared with moderate and low levels of physical activity.

Joining clubs is a great way to meet people and be sociable, which can do wonders for your wellbeing. Exercising with others is also motivational.

(Bupa, 2017)

â&#x20AC;&#x153;We are always happy to see brands representing women in a strong way, including our competitors.â&#x20AC;? - Bonnie Tu

(GLASS, 2017)

ANSOFF MATRIX

NEW MARKETS

EXISITNG MARKETS

EXISTING PRODUCTS

NEW PRODUCTS

MARKET PENETRATION

Pop-up stores Bike rentals New comers pack/offers Collaborations - apparel

PRODUCT DEVELOPMENT

Baby carriers

Mother & daughter bikes (matching) Compact city bikes

Collaborations – apparel/ bikes /charities

Plus size clothing ranges Blog: Liv members only

Campaigns – Online/Offline

MARKET DEVELOPMENT

Collaboration with new initiatives

DIVERSIFICATION

Liv already offer an extensive wide range of highly innovative products which keep on trend with the ever changing fast market. MARKET DEVELOPMENT provides Liv the opportunity to expand as a brand further into new markets, and achieve one of the brands objectives in increasing overall awarness and brand image. Liv as a brand is all about new challenges.

MARKETING MIX - THE 8 P’s

PRODUCT A continuation of Liv’s consistent extensive high-quality and reliable product across all categories will sustain existing consumers and encourage new customers to invest.

To generate a sense of community, in support of the new awareness campaign. A small sticker that represents the chosen charity, can be placed anywhere on the bikes by the riders. All proceeds of the sticker will be donated to the charity.

PRICE

Customers understanding of the high prices comes with the nature of the products and their uses. To continue being a reputable specialised women’s cycling brand, Liv’s prices must remain the same. In addition to the proposed collaborative idea; working alongside a UK based Mental Health charity. In correspondence to the awareness campaign, a proportion of sales from all Liv’s apparel will be donated in support of the chosen charity.

PLACEMENT

As it stands, Liv’s bikes and apparel can only be purchased through Giant stores or the Liv website. To further the awareness and overall brand image for the company, branching out into a large sporting retailer like Halfords, which is firmly established and recognised within the UK. Halfords would be a suitable candidate, as they are widely known for their offering in bicycles and cycle apparel.

PROMOTION

Incorporating offline (TV commercials) and online (Facebook, YouTube etc.) campaigns, promoting the release of the new awareness campaign. Will be a quick and effective way to grow and celebrate the movement that supports mental health issues among women.

PROCESS Developing Liv’s brand awareness and overall brand image with minimal risks. They will introduce their developed products using the retail company Halfords as the intermediary.

PEOPLE Liv’s staff are the pride and joy of the company. Their extensive brand and product knowledge is what makes them unique. The staff play an important role in representing the brand, whilst reaching out to new consumers and being ‘story-tellers’ of Liv’s core values and product offering.

PHYSICAL

Representation of the brands message and core competencies are leading to its current success globally. Factors that have contributed to its continual and developing success are; the premium innovative product offering and design, and fundamentally the dedicated and committed focus towards women. These factors help Liv stand apart from their competitors.

POSITIONING

Liv’s positioning in the UK market will resonate with the brands core values. Remaining to be known as an innovative brand, exploring and being creative with the craftsmanship of bicycles, whilst keeping women at the heart of everything they do. Offering not only extensive products, but also premium memorable services within their concessions. The objective is to gain further consumer trust from their current customers and acquire new footfall, whilst not losing sight of the brand.

04 COMMUNICATION PLAN

SOCIAL MEDIA Liv have a clear consistency of their brand message throughout their social media platforms. Instagram, Facebook, and Twitter all highlight how they are focused around community by using and reinforcing their current hashtag #HOWWELIV. They keep their online presence simple, clean, and crisp whilst staying interactive and engaging with their followers. This will be an essential key element for the launch and continuation of the new brand awareness campaign.

PRESENCE 110, 035 likes

31.4k followers

4,700 followers

1,909 subscribers

COLLABORATIVE IDEAS IDEA 1 A collaboration with MIND, a UK non-profit mental health organisation. To create an awareness campaign to highlight the increasing mental health issues among women and how the benefits of exercise through cycling can aid. To break down the stigma barrier of mental health conversations.

RATIONALE

Mental Health in the UK is currently being spoken about a lot more than previous years. Female social media bloggers/influencers, models, activists, and celebrities are all joining in on the conversation to raise awareness and create a community for people currently suffering or recovering.

IDEA 2

To collaborate with the specialised sportwear brand like Asics, by creating and designing a limited-edition female cycling shoe that is styled by Liv and made by ASICS. It will be a multifunction shoe to accommodate different styles of bicycles.

RATIONALE

Working with Asics which is recognised on a global scale would help Liv to increase their brand image and drive brand heat. Asics is a specialised sporting footwear retailer and Liv is a specialised women’s cycling retailer, both companies share fundamental core values around community.

IDEA 3

A collaboration with the ‘everyday woman’. A co-creation of content with women who are perceived as heroes by others, showing their daily commutes in their lives and challenges. An awareness campaign using Liv product.

RATIONALE

Working away from the traditional way of advertising with famous athletes/celebrities/ bloggers/influencers etc. The consumers of Liv are not global superstars, they are the average, normal every day woman. Selecting women from street casting and an open day casting, will ensure real, authentic and relatable stories to and for the viewers of the campaign.

GOING FORWARD - THE BIG IDEA Incorporating and merging both initial ideas, 1 and 3 together to create an awareness campaign, which collaborates with women and creates a sense of community staying true to Liv’s original focus. To engage the viewer’s initial attention, an emotional connection is crucial throughout, therefore using ‘everyday’ women, female viewers will be able to self-identify and relate with them. This looks beyond using the traditional use of sport brand ambassadors and aligning Liv with ‘ordinary’ women to create a point of differentiation within the sport industry. The focus for the campaign, is the message to reshape the way women think about cycling. The key is not in appearance or achievement, but in showing women of all ages, sizes and from various ethnic backgrounds and abilities with an aspirational confidence. Focusing on women of all ages stays true to Liv’s focus on inclusivity rather than exclusivity.

In scenarios that include them riding different Liv bikes. The scenarios will include women who are perceived as ‘heroes’ for the work they do. Using doctors, nurses, teachers, mothers, paramedics, carers etc. But with a focus on women who have either recovered from mental health illnesses or in the midst of their illness, and how they’re hero’s in fighting through the battle, with the use of cycling to help stay on track. Aligning the campaign with MIND, a UK non-profit mental health charity, who provide advice and support to empower anyone experiencing a mental health problem. They campaign to improve services, raise awareness, and promote understanding. The partnership will demonstrate the advantages of how staying active through cycling can aid towards a better and healthier mental state. “We won’t give up until everyone experiencing a mental health problem gets support and respect.” - MIND

(MIND, 2018)

ENGAGEMENT The campaign will be initially shown via a television advertisement, leading onto social media platforms Facebook, Instagram and YouTube. The key pillar of the awareness campaign is a hashtag that will be shown during the campaign; #WECANWEWILLWELIV The hashtag #WECANWEWILLWELIV has an inspirational and moving effect when spoken out-loud. It creates a sense of challenge and an emotional inner fight for women of all ages to be bold, supportive, and empowered. #WECANWEWILLWELIV reinforces and resonates the powerful message of the awareness campaign that every woman is capable to feel empowered whilst riding a bike and they will be part of a wider community. Translating this across into the social media platforms, the hashtag #WECANWEWILLWELIV will be integrated online to create conversation and an online community in response to the campaign.

This provides the brand Liv, to engage with current consumers and new consumers through engaging in conversation online. Thus, effectively raising further brand awareness and driving the brand heat.

#WECANWEWILLWELIV 56

IMPLEMENTATION Launching the awareness campaign first by a teaser TV commercial. Television advertising costs must be taken into consideration. Along with the choice of channel, release time and duration of the commercial, will each effect the overall projected costs.

This Girl Can: – 1m30s Nike Women: BetterForIt – 1m11s Dove: Beauty On Your Own Terms – 1m31s Always: LikeAGirl – 3m19s

The above campaigns are examples of commercials that are based around female

empowerment, community and putting out an explicit message to women. They are also at reasonable lengths in duration, providing enough time to be effective and connect with the viewers.

The chart shows the top television channels, the number of spots that aired on the channel in that month, the average viewers per spot, and an estimated average cost per spot.

(Tvadvertising, 2018) From the above information and research, going forward and implementing the launch of Livâ&#x20AC;&#x2122;s #ICANIWILLiliv awareness campaign. The duration of the campaign will be no longer than 30s, to be effective and ensure to gain the viewers engagement and attention.

PRIMARY RESEARCH

The idea for the collaboration between Liv and MIND is supported by the primary research evidence shown above. Out of 100 women, only three respondents agreed/ selected that ‘Celebrity Endorsements’ are factors they make when making a decision into making purchases. Alongside this, 14/100 only agreed/selected ‘Sponsorships’ whilst making purchasing decisions. This supports the idea and the use of ‘every-day women’, normal women who are relatable and authentic.

(Typeform, 2018)

PROJECTED BUDGETING DURATION: 30s

CHANNELS: ITV REGIONS & CHANNEL 4

REGIONS BY CHANNEL: (PS = Per Spot) ITV REGIONS:

CHANNEL 4 REGIONS:

CENTRAL - £1,815 (PS) LONDON - £3,608 (PS) YORKSHIRE - £898 (PS)

LONDON - £1,007 (PS) THE NORTH - £1,078 (PS) WALES & SOUTH ENGLAND - £1, 231 (PS)

FREQUENCY:

FORTNIGHTLY (TWICE PCM)

DAY & TIMING:

FRIDAY, EVENINGS

COSTS PER REGION: ITV

CHANNEL 4

PER SHOWING: £6,321 PER MONTH: £12,642

PER SHOWING: £3,316 PER MONTH: £6,632

TOTAL PCM: £19,274

ANNUAL PROJECTED COST (12 MONTH PERIOD): £231,288

The above costs would be for the initial TEASER advert that will firstly be broadcasted on the above chosen channels for the first initial year of the overall marketing communication plan. This leaves room within the 500k budget for further social media advertising.

CHANNEL 4 REGIONS UNIVERSE: Total available audience

14,759,000

16,804,000 10,992,000

5,912,000

8,499,000 10,992,000

ITV REGIONS

EXTRA BUDGETING FACEBOOK ADVERTISING INSTAGRAM ADVERTISING YOUTUBE ADVERTISING

The remaining budget that is available for Liv’s social media platforms standing at: £268,712. To be evenly distributed over the three selected platforms, Facebook, Instagram and YouTube, there is a remaining £89,570 per platform, leaving substantial room for flexibility throughout the threeyear period.

YEAR 1

OVERVIEW

The first year of the tactical communication plan is crucial to slowly implement the brands message without saturation or high dilution. The initial campaign is being released for 30s purposely, as a teaser campaign on a fortnightly basis, to be gradually ingrained in the viewer’s concience. The purpose of the campaign is to capture the viewer’s interest, and generate conversations at home within families, friends, amongst colleagues etc. All of this will help to gradually generate initial brand interest and drive brand heat with hopes of increased website/ social media visits.

In hope of raising awareness for both Liv and MIND, the hashtag is at the forefront of the campaign. This will help viewers feel involved and part of an online community where conversations across social media platforms will happen. This provides both Liv and MIND to engage with females in conversation, sharing tips/advice, experiences, stories and essentially creating a community.

YEAR 2

With the campaign well and truly out in the public’s eye, and an established online community. Moving forward, now with the continuation of the campaign as a ‘feeder campaign’ throughout year two onto social media platforms, where the hashtag will be reinforced as the main pillar of the awareness campaign. Alongside this, the creation of bicycle stickers of the hashtag #WECANWEWILLWELIV will be introduced. Which can be placed anywhere on the bike by the riders choosing. This will move the awareness campaign forward, by each rider spreading the movement/campaign themselves by simply cycling. Which inturn, they each become a brand ambassador for both Liv and MIND.

YEAR 3

With having raised substantial awareness of both Liv and MIND with the now on-going campaign. Realigning the focus on what both organisations stand for, community. Taking the next step during year three, in celebration of female empowerment and women with mental health issues, organised charity cycling events, where women from all cycling levels can join together as a community and be part of an important movement. They can share personal stories of struggle through mental health, their passion for cycling, and general love and commitment towards the movement.

MEASURE & REVIEW Measuring the achievement and success of the awareness campaign, would be via social media, where Liv has access to insights on their followers by gender, likes and comments. Alongside this, Liv will be engaging more throughout the three-year period via social media with their followers and building personal relationships, that in turn new or lapsed consumers will be able to view.

ACTION

CHARITY CYCLE EVENTS HASHTAG STICKER LAUNCH/ONGOING CAMPAIGN SOCIAL MEDIA FEEDER CAMPAIGN / HASHTAG

TEASER CAMPAIGN LAUNCH

TIMELINE 1-3 YEARS

SUMMARY

The marketing communication plan ensures that there is potential for future collaborations from a global license perspective. Livâ&#x20AC;&#x2122;s standing global recognition already provides opportunity for global non-profit mental health charities partnering and collaborating with Liv, guarantying continual enhancement on the brands creative image alongside driving brand heat. The awareness campaign stays true to what Liv and Bonnie Tu herself believe in; community.

#WECANWEWILLWELIV

REFERENCES 1. Liv-cycling.com. (2018). Liv Cycling | United Kingdom. [online] Available at: https://www.liv-cycling. com/gb [Accessed 10 Dec. 2017]. 2. Fricker, H. (2017). Bicycles – UK - March – 2017 - Market Research Report. [online] Mintel. Available at: http://academic.mintel.com/display/792547/# [Accessed 20 Nov. 2017].] 2.5. Glass, A. (2017). Liv Cycling’s Bonnie Tu says the future is bright for women’s cycling. [online] BikeRadar. Available at: https://www.bikeradar.com/women/gear/article/bonnie-tu-liv-cycling-futurewomens-cycling-49336/ [Accessed 21 Nov. 2017]. 3. Oortwijn, J. (2017). Market Report Germany: E-Bike Sales Grows in Declining Market. [online] Bike Europe. Available at: http://www.bike-eu.com/sales-trends/nieuws/2017/6/market-report-germany-e-bike-sales-grows-in-declining-market-10130442 [Accessed 7 Dec. 2017]. 4. Technavio.com. (2017). Global Sports Bicycle Market 2016-2020 | Market Research Reports - Industry Analysis Size & Trends - Technavio. [online] Available at: https://www.technavio.com/report/global-general-retail-goods-and-services-sports-bicycle-market [Accessed 7 Dec. 2017]. 5. Dover, S. (2016). Sports Goods Retailing - UK - July 2016 - Market Research Report. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/748706/# [Accessed 17 Nov. 2017]. 6. Bupa.co.uk. (2017). Benefits of exercise | Health Information | Bupa UK. [online] Available at: https://www.bupa.co.uk/health-information/directory/b/benefits-of-exercise [Accessed 17 Dec. 2017]. 7. Mental Health Foundation. (2017). Mental health statistics: men and women. [online] Available at: https://www.mentalhealth.org.uk/statistics/mental-health-statistics-men-and-women [Accessed 14 Dec. 2017]. 8. Mind.org.uk. (2017). Home | Mind, the mental health charity - help for mental health problems. [online] Available at: https://www.mind.org.uk/ [Accessed 29 Dec. 2017]. 9. Smith, D. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/841631/?highlight [Accessed 20 Nov. 2017]. 10. Hopping, R. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/841647/?highlight [Accessed 16 Nov. 2017].

BIBLIOGRAPHY

1. Admin.typeform.com. (2017). Log in | Typeform. [online] Available at: https://admin.typeform. com/form/PiJPC0/results#summary [Accessed 18 Dec. 2017]. 2. BBC Sport. (2017). Women’s cycling: New-rider numbers up by 723,000 since 2013. [online] Available at: http://www.bbc.co.uk/sport/get-inspired/40715585 [Accessed 13 Dec. 2017]. 3. Bupa.co.uk. (2017). Benefits of exercise | Health Information | Bupa UK. [online] Available at: https://www.bupa.co.uk/health-information/directory/b/benefits-of-exercise [Accessed 17 Dec. 2017]. 4. Counselling-directory.org.uk. (2017). Key Statistics about Women and Mental Health - Counselling Directory. [online] Available at: http://www.counselling-directory.org.uk/women-and-mental-healthstats.html [Accessed 15 Dec. 2017]. 5. Creswell, J. (2014). Research Design. 4th ed. California: SAGE Publications. (Creswell 8:2002) 6. Decathlon.co.uk. (2017). Decathlon | Sports Shoes, Sports Gear & Sports Equipment. [online] Available at: https://www.decathlon.co.uk [Accessed 12 Dec. 2017]. 7. Dover, S. (2016). Sports Goods Retailing - UK - July 2016 - Market Research Report. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/748706/# [Accessed 17 Nov. 2017]. 8. Duckett, J. (2017). Mental health: offering consumers a guiding light - 31st August 2017 - Market Research Report. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/852645/?highlight [Accessed 24 Nov. 2017]. 9. Evanscycles.com. (2017). Evans Cycles | UK Online Bike Shop | Bicycle Stores Nationwide. [online] Available at: https://www.evanscycles.com/ [Accessed 11 Dec. 2017].

10. Facebook.com. (2017). Liv Cycling. [online] Available at: https://www.facebook.com/LivCycling/ [Accessed 5 Dec. 2017]. 11. Fricker, H. (2017). Bicycles – UK - March – 2017 - Market Research Report. [online] Mintel. Available at: http://academic.mintel.com/display/792547/# [Accessed 20 Nov. 2017]. 12. Glass, A. (2017). Liv Cycling’s Bonnie Tu says the future is bright for women’s cycling. [online] BikeRadar. Available at: https://www.bikeradar.com/women/gear/article/bonnie-tu-liv-cycling-futurewomens-cycling-49336/ [Accessed 21 Nov. 2017]. 13. Halfords.com. (2017). Halfords | Bikes | Sat Navs | DAB Radios | Car Seats | Car Maintenance. [online] Available at: http://www.halfords.com/ [Accessed 13 Dec. 2017]. 14. Hopping, R. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/841647/?highlight [Accessed 16 Nov. 2017]. 15. Instagram.com. (2017). Liv Cycling (@livcycling) • Instagram photos and videos. [online] Available at: https://www.instagram.com/livcycling/ [Accessed 5 Dec. 2017]. 16. JWT Intelligence. (2017). The Future 100: 2018. [online] Available at: https://www.jwtintelligence. com/trend-reports/the-future-100-2018/ [Accessed 27 Dec. 2017]. 17. Liv Brand Oversight. (2017) 18. Liv-cycling.com. (2018). Liv Cycling | United Kingdom. [online] Available at: https://www.liv-cycling.com/gb [Accessed 10 Dec. 2017]. 19. Mental Health Foundation. (2017). Mental health statistics: men and women. [online] Available at: https://www.mentalhealth.org.uk/statistics/mental-health-statistics-men-and-women [Accessed 14 Dec. 2017]. 20. Mind.org.uk. (2017). Home | Mind, the mental health charity - help for mental health problems. [online] Available at: https://www.mind.org.uk/ [Accessed 29 Dec. 2017]. 21. Oortwijn, J. (2017). Market Report Germany: E-Bike Sales Grows in Declining Market. [online] Bike Europe. Available at: http://www.bike-eu.com/sales-trends/nieuws/2017/6/market-report-germany-e-bike-sales-grows-in-declining-market-10130442 [Accessed 7 Dec. 2017]. 22. Persistencemarketresearch.com. (2016). Bicycles Market: Global Industry Demand, Market Share, Value and Trends by 2024. [online] Available at: https://www.persistencemarketresearch.com/market-research/bicycle-market.asp [Accessed 9 Dec. 2017]. 23. Posner, H., Williams, S. and Posner, H. (2015). Marketing Fashion, Second edition. 1st ed. London: Laurence King Publishing. 24. Smith, D. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/841631/?highlight [Accessed 20 Nov. 2017]. 25. Sutton, M. (2017). How much is the UK cycling market worth?. [online] Cycling Industry News. Available at: https://cyclingindustry.news/how-much-is-the-uk-cycling-market-worth/ [Accessed 25 Nov. 2017]. 26. Technavio.com. (2017). Global Sports Bicycle Market 2016-2020 | Market Research Reports - Industry Analysis Size & Trends - Technavio. [online] Available at: https://www.technavio.com/report/ global-general-retail-goods-and-services-sports-bicycle-market [Accessed 7 Dec. 2017]. 27. Total Women’s Cycling. (2017). Biking News, Events & Reviews | Total Women’s Cycling. [online] Available at: https://totalwomenscycling.com/#LhDlfisL2e5LUsgx.97 [Accessed 6 Dec. 2017]. 28. Tredz.co.uk. (2017). What are women specific bikes | Tredz. [online] Available at: https://www. tredz.co.uk/bike-buyers-guides/womens-bikes [Accessed 31 Nov. 2017]. 29. Tvadvertising.co.uk. (2018). TV Advertising | The UK’s Leading TV Advertising Agency. [online] Available at: https://www.tvadvertising.co.uk/ [Accessed 5 Jan. 2018]. 30. Twitter.com. (2017). Liv Cycling (@Livgiant) | Twitter. [online] Available at: https://twitter.com/ Livgiant [Accessed 23 Dec. 2017]. 31. Wiggle.co.uk. (2017). Wiggle | Cycle | Run | Swim | Tri-Sports & Bike Shop. [online] Available at: http://www.wiggle.co.uk/ [Accessed 12 Dec. 2017] 32. YouTube. (2017). LivCycling. [online] Available at: https://www.youtube.com/user/LivCyclingWorld [Accessed 5 Dec. 2017]. 33. Ysctourdepink.org. (2017). YSC Tour de Pink, multi-day charity bike ride for breast cancer. [online] Available at: https://www.ysctourdepink.org/ [Accessed 16 Dec. 2017].

ILLUSTRATIONS Fly to the Summit. (2017). [image] Available at: https://www.liv-cycling.com/hr/showcase/ langma-advanced [Accessed 24 Nov. 2017]. Holmes, S. (2015). Liv Cycling Sydney and Sizzling with opportunities. [online] Cyclelike. com. Available at: https://cyclelike.com/2015/04/09/liv-cycling-sydney-and-sizzling-with-opportunities/ [Accessed 21 Dec. 2017]. Torpedo7.com.au. (2017). 2018 Liv Bike Range Is Here!. [online] Available at: https://www. torpedo7.com.au/commu¬nity/blog/2018-liv-bike-range-is-here [Accessed 10 Nov. 2017]. Buscall, J. (2017). entrepreneur Archives. [online] Moondog Marketing. Available at: https:// moondogmarketing.com/tag/entrepreneur [Accessed 1 Jan. 2018]. Fitbit Blog. (2017). Fitbit News Archives - Page 9 of 20 - Fitbit Blog. [online] Available at: https://blog.fitbit.com/category/fitbit-news/page/9/ [Accessed Jan. 2018]. Newdesigns.info. (2017). Empowering Fashion Quotes - 2018 Quotes & Sayings. [online] Available at: http://www.newdesigns.info/empowering-fashion-quotes.html [Accessed 1 Jan. 2018]. Countryfile.com. (2017). Get on your bike for Cycle to Work Day. [online] Available at: http:// www.countryfile.com/article/get-your-bike-cycle-work-day [Accessed 1 Jan. 2018]. Bicycle Warehouse. (2018). Langma Advanced 2 (2018). [online] Available at: https://bicyclewarehouse.com/products/liv-langma-advanced-2-2018 [Accessed 7 Dec. 2017].

Total Women’s Cycling. (2016). Liv - Total Women’s Cycling. [online] Available at: https://totalwomenscycling.com/riding/liv [Accessed 1 Dec. 2017].

Total Women’s Cycling. (2016). Liv - Total Women’s Cycling. [online] Available at: https://totalwomenscycling.com/riding/liv [Accessed 1 Dec. 2017]. Giant updates carbon & Maestro suspension for 2017, Liv women’s MTBs get even better. (2017). [image] Available at: https://www.bikerumor.com/2016/06/30/2017-liv-womens-xctrail-enduro-mountain-bikes-get-premium-carbon-fiber-options/ [Accessed 21 Nov. 2017]. Total Women’s Cycling. (2016). Liv - Total Women’s Cycling. [online] Available at: https://totalwomenscycling.com/riding/liv [Accessed 1 Dec. 2017]

Liv Cycling Reveals 2017 Womenâ&#x20AC;&#x2122;s Road Bike Line. (2016). [image] Available at: http://roadbike.io/liv-cycling-reveals-2017-womens-road-bike-line/ [Accessed 19 Nov. 2017]. Research, P. (2017). Bicycle Market: Europe to Register the Highest CAGR through 2024. [online] Newswire. Available at: https://newswire.net/newsroom/pr/00096946-bicycle-market. html [Accessed 12 Dec. 2017]. Liv-cycling.com. (2017). Womenâ&#x20AC;&#x2122;s Specific Design - Liv Cycling | South Africa. [online] Available at: https://www.liv-cycling.com/za/about-womens-specific-design [Accessed 6 Dec. 2017]. Tredz.co.uk. (2017). What are women specific bikes | Tredz. [online] Available at: https:// www.tredz.co.uk/bike-buyers-guides/womens-bikes [Accessed 31 Nov. 2017].

Tredz.co.uk. (2017). What are women specific bikes | Tredz. [online] Available at: https:// www.tredz.co.uk/bike-buyers-guides/womens-bikes [Accessed 31 Nov. 2017].

Liv-cycling.com. (2018). 2018 Avail - Liv Cycling | Official site. [online] Available at: https:// www.liv-cycling.com/global/showcase/avail [Accessed 1 Jan. 2018] meetthetide. (2017). meetthetide. [online] Available at: https://www.meetthetide.com/single-post/2017/12/19/Managing-Sustainability-at-UAL [Accessed 21 Dec. 2017]. KEEP FIT LIVE STRONG. (2013). Fitness Quotes. [online] Available at: https://keepfitlivestrong.wordpress.com/2013/09/10/fitness-quotes/ [Accessed 1 Jan. 2018].

Farley, C. (2017). Double Standards Women Face. [online] Her Campus. Available at: https:// www.hercampus.com/school/pitt/double-standards-women-face [Accessed 1 Jan. 2018].

Singleton, A. (2015). Time to address industry stigma of mental health. [online] FG Insight. Available at: https://www.fginsight.com/news/news/time-to-address-industry-stigma-of-mental-health-8483 [Accessed 1 Jan. 2018]. Alley, H. (2016). My Beauty, My Say | Maggie Semple. [online] Maggie Semple. Available at: https://maggiesemple.com/my-beauty-my-say/ [Accessed 1 Jan. 2018].

Paterson, L. (2018). Photo Gallery. [online] Lesley Paterson – Professional triathlete and coach. Available at: http://www.lesleypaterson.com/photo-gallery/ [Accessed 1 Jan. 2018]. Leevivian48.blogspot.co.uk. (2016). Final Assignment. [online] Available at: http://leevivian48.blogspot.co.uk/2016/03/ [Accessed 1 Jan. 2018].

FoTHCP. (2018). FoTHCP - London’s most urban woodland. [online] Available at: http:// www.fothcp.org/ [Accessed 1 Jan. 2018]. Freepik. (2018). Logo icons, +2,300 free files in PNG, EPS, SVG format. [online] Available at: https://www.freepik.com/free-icons/logo [Accessed 1 Jan. 2018]. Haisell, B. (2017). Read Brogan’s story. [online] Justgiving.com. Available at: https:// www.justgiving.com/fundraising/brogan-alisia-haisell2 [Accessed 1 Jan. 2018]. Nextclub.it. (2015). VIDEO | NIKE Better for it Rivoli, Torino | Next Club. [online] Available at: http://nextclub.it/video-nike-better-it [Accessed 1 Jan. 2018]. CHYM 96.7. (2015). #LikeAGirl - CHYM 96.7. [online] Available at: http://www.chymfm. com/2015/03/06/likeagirl/ [Accessed 1 Jan. 2018]. Rotherham United. (2017). RUCST to host all girls tournament - Rotherham United. [online] Available at: http://www.rucst.co.uk/rucst-to-host-all-girls-tournament/ [Accessed 1 Jan. 2018].

Alley, H. (2016). My Beauty, My Say | Maggie Semple. [online] Maggie Semple. Available at: https://maggiesemple.com/my-beauty-my-say/ [Accessed 1 Jan. 2018]. Tvadvertising.co.uk. (2018). TV Advertising | The UK’s Leading TV Advertising Agency. [online] Available at: https://www.tvadvertising.co.uk/ [Accessed 5 Jan. 2018]. Tvadvertising.co.uk. (2018). TV Advertising | The UK’s Leading TV Advertising Agency. [online] Available at: https://www.tvadvertising.co.uk/ [Accessed 5 Jan. 2018]. Tvadvertising.co.uk. (2018). TV Advertising | The UK’s Leading TV Advertising Agency. [online] Available at: https://www.tvadvertising.co.uk/ [Accessed 5 Jan. 2018].

Lindsay, K. (2016). Yes, This Social Media Might Make You Live Longer. [online] Refinery29.uk. Available at: http://www.refinery29.uk/2016/11/128258/facebook-longerlife [Accessed 1 Jan. 2018]. Graffeo, B. (2016). Why I Stopped Looking At Instagram Likes. [online] The Odyssey Online. Available at: https://www.theodysseyonline.com/why-stopped-looking-instagram-likes [Accessed 1 Jan. 2018].

Redbubble. (2018). ‘YouTube Subscribe Button’ Art Print by Spartanise. [online] Available at: https://www.redbubble.com/people/spartanise/works/23585737-youtubesubscribe-button?p=art-print [Accessed 1 Jan. 2018]. Marmis Dev -. (2018). [Tutorial] How to share your score with tittle, description and custome url with Facebook. [online] Available at: http://marmisdev.blogspot. co.uk/2017/01/construct-2-simple-facebook-share.html [Accessed 1 Jan. 2018].

Admin.typeform.com. (2017). Log in | Typeform. [online] Available at: https://admin. typeform.com/form/PiJPC0/results#summary [Accessed 18 Dec. 2017]. Commons.wikimedia.org. (2018). File:CIS-A2K Youtube Icon (Black).svg - Wikimedia Commons. [online] Available at: https://commons.wikimedia.org/wiki/File:CIS-A2K_ Youtube_Icon_(Black).svg [Accessed 1 Jan. 2018]. Brock Elbank. ‘One final close up of the beautifully inspiring @amberjeanrowan who we shot for #Freckles last month as a very very late addition to the finished series and then I was asked if we could shoot again, but showing her natural head for the first time. Such a striking face and wonderful series’. (12.12.2017). https://www.instagram.com/p/BcnYlEalecl/?taken-by=mrelbank [Accessed 1 Jan. 2018]. Brock Elbank. ‘Music loving @english8144 is not only a dear friend of a dear friend of mine, she supports the same team as myself and has the finest Bob I’ve seen for some time... Claire and her other half Mr Christmas dropped into #ElbankHOPstudio last weekend for her portrait and what an enjoyable time was had. This out the series kind of summed it all up.. It all wraps up this week..’. (18.09.2017). https://www.instagram. com/p/BKgl0FuBGBI/?taken-by=mrelbank [Accessed 1 Jan. 2018].

Viral Creators. ‘@viralcreators is proud to share this amazing creation with you!’ (11.12.2017). https://www.instagram.com/p/Bcje66FhM2p/?taken-by=viralcreators [Accessed 1 Jan. 2018].