HAVERSACK CAMPING E-KIT “ For a man who want s al l t he per ks of t he ci t y …wi t hout t he ci t y . ”
Tr essa Randol ph, Cassi e Uhl ar , & Sar ah Par i l l o
CONTENTS MOOD BOARD STYLE GUI DE COMPETI TI VE ANALYSI S TARGET AUDI ENCE MARKETI NG 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 clearcut and powerful style is created through it’s unity.
COMPETITITVE ANALYSIS
TARGET AUDIENCE
MARKETING STRATEGY THE HAVERSACK SI TE Embodyi ng t he l ook and si t e t hat meet s al l of f i r s t - hand pr oduct t est up- t o- dat e and r eadi l y
f eel our i ng avai
of i nnovat i on and qual i t y, we have handcr af t ed a cl i ent ’ s out door e- ki t needs. Gear knowl edge, and r ev i ews, vi deos, and at hl et e ar t i cl es wi l l be l abl e 24/ 7.
NEWSPAPER AND MAGAZI NE Reac hi ng our hi p, t ech- s avvy consumer s i t o of f er W i r e d magazi ne an oppor t uni t y t f or a r ev i ew on t hei r websi t e. On a nat i mi l l i on v i ewer s mont hl y, 75% of t hem bei Nast ) .
s our o t est onal l ng mal
goal . out t evel , e and
To accompl i s h hei r own e- k i t t hi s magazi ne under t he age
t hi s we pl an i n exchange r eaches 30 of 40 ( Condé
Focusi ng on l ocal r eader s i s key and conveni ent l y Seat t l e i s t he #1 t ech c i t y i n t he US ( Seat t l e Of f i c e of Economi c Devel opment ) . We wi l l cr eat e a pr ess r el ease f or Th e Se a t t l e Ti me s news paper whi c h cat er s t o t hei r t ech- savvy, out door - l ovi ng r eader s. They al so descr i be t hei r r eader s as “ educat ed, af f l uent , and on t he mov e” ( Seat t l e Ti mes) . Of t hei r 1. 8 mi l l i on r eader s, 95% own a comput er , 28% hi ke, and t he publ i cat i on r eaches mor e Nor t hwest adul t s t han any ot her l ocal medi a ( Seat t l e Ti mes) . Tar get i ng sever al l ocal medi a sour ces i s r el evant as wel l and si nce Se a t t l e magazi ne i s t he mos t subscr i bed t o ci t y publ i cat i on i n Washi ngt on St at e ( Seat t l e Magaz i ne) , we wi l l t ar get i t s 250, 000 r eader s by s ubmi t t i ng a pr ess r el ease t o t hei r Nor t hwest Tr avel : Campi ng and Hi ki ng sect i on. Al l of t he per i odi c al s publ i s h onl i advant age of r eachi ng r eader s ( i nc l easi l y vi a smar t phone, t abl et , and mar k et wi t h hassl e- f r ee del i v er y of
ne as wel l as i udi ng peopl e wi l apt op. Thi s al dai l y news al l
n pr i nt . Thi t h t he 9 t o so pr ovi des day , ever y
s al l ows t he 5 wor k schedul e) our t ar get day.
HAVERSACK WEBSITE
WORKS CITED " 2014 Seat t l e Magazi ne Medi a Ki t . " 2 0 1 4 Se a t t l e Ma g a z i ne Me d i a Ki t . N. p. , n. d. Web. 22 Apr . 2014. <ht t p: / / www. sl i deshar e. net / j kseat t l ebi z/ 2014- seat t l emagazi ne- medi a- ki t >. " Equi pment f or Hi gh- Tech Campi ng. " PCMAG. N. p. , n. d. Web. 05 May 2014. <ht t p: / / www. pcmag. com/ sl i deshow/ st or y/ 299150/ equi pment - f or - hi gh- t ech- campi ng/ 17>. " Ext er i or : Mar oon, I nt er i or : Mi nt | Qui r ky. " Qu i r k y . N. p. , n. d. Web. 05 May 2014. <ht t ps: / / www. qui r ky. com/ i deat i ons/ 468268>. " Hi pst er . " Pi nt e r e s t . N. p. , n. d. Web. 05 May 2014. <ht t ps: / / www. pi nt er est . com/ dul cedavi l a/ hi pst er / >. " HQ I ssue Sur vi val Bacon. " Sp o r t s ma n' s Gu i d e . N. p. , n. d. Web. 22 Apr . 2014. <ht t p: / / shop. spor t smansgui de. com/ net / cb/ cb. aspx? a=1153265&ci _sr c=17588969&ci _sku=WX2* 0284684000000&pm2d=CSE- SPG- 15- PLA&gcl i d=CPj wj qqh9b0CFUqUf goddqcAKw>. " LUCI D MI SSI ON Pur e Euphor i c Real ms. " Na t i v e Ins t r u me nt s Ne ws . N. p. , n. d. Web. 05 May 2014. <ht t p: / / www. nat i ve- i nst r ument s. com/ en/ pr oduct s/ >. " Medi a Pack. " Ano t h e r Ma n Ma g a z i ne . Anot her , n. d. Web. 28 Apr . 2014. <ht t p: / / www. anot her mag. com/ cont ent / adver t i si ng/ Anot her - Man- Medi a- Pack. pdf >. " Out door s. " Th e Se a t t l e Ti me s . N. p. , n. d. Web. 05 May 2014. <ht t p: / / seat t l et i mes. com/ ht ml / out door s/ ?f r om=st nv2>. " Power Dose Ext er nal Bat t er y Power . " Ba t t e r y Pr i c e . N. p. , n. d. Web. 05 May 2014. <ht t p: / / www. bat t er ypr i ce. com/ power dose- ext er nal - bat t er y- char ger - bat t er ybank. aspx>. " Seat t l e Of f i ce of Economi c Devel opment - OED News and Dat a. " Se a t t l e Of f i c e o f Ec o no mi c De v e l o p me nt <ht t p: / / www. seat t l e. gov/ economi cdevel opment / pr ess_newsRanki ngs. ht m>.
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