HAVERSACK CAMPING E-KIT Tressa Randolph, Cassie Uhlar, & Sarah Parillo
CONTENTS MOOD BOARD STYLE GUIDE
COMPETITIVE ANALYSIS TARGET AUDIENCE MARKETING STRATEGY WEBPAGE LAYOUT
MOOD BOARD
STYLE GUIDE
Typefaces The Gill Sans Condensed font plays a large role in building the bold yet chic headline. Alleron Regular acts as the communication font to create the perfect balance within the webpage. Accents are in Alleron Italic and links are in Alleron Underline.
STYLE GUIDE Tone of voice We believe that a message is better read when it is direct and to the point. Be clear and speak the language of the target audience. Always tell it like it is – simplicity is key.
Colors Orange is one of Haversack’s essential features and creates a large part of our brand identity. When combined with white and blue, a clear-cut and powerful style is created through it’s unity.
COMPETITITVE ANALYSIS
TARGET AUDIENCE
MARKETING STRATEGY THE HAVERSACK SITE Embodying the look and feel of innovation and quality, we have handcrafted a site that -kit needs. Gear knowledge, first-hand product testing and reviews, videos, and athlete articles will be up-to-date and readily available 24/7.
NEWSPAPER AND MAGAZINE Reaching our hip, tech-savvy consumers is our goal. To accomplish this we plan to offer Wired magazine an opportunity to test out their own e-kit in exchange for a review on their website. On a national level, this magazine reaches 30 million viewers monthly, 75% of them being male and under the age of 40 (CondĂŠ Nast). Focusing on local readers is key and conveniently Seattle is the #1 tech city in the US (Seattle Office of Economic Development). We will create a press release for The Seattle Times newspaper which caters to their tech-savvy, outdoor-loving readers. They also
1.8 million readers, 95% own a computer, 28% hike, and the publication reaches more Northwest adults than any other local media (Seattle Times). Targeting several local media sources is relevant as well and since Seattle magazine is the most subscribed to city publication in Washington State (Seattle Magazine), we will target its 250,000 readers by submitting a press release to their Northwest Travel: Camping and Hiking section. All of the periodicals publish online as well as in print. This allows the advantage of reaching readers (including people with the 9 to 5 work schedule) easily via smartphone, tablet, and laptop. This also provides our target market with hassle-free delivery of daily news all day, every day.
HAVERSACK WEBSITE
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