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TABLE OF CONTENTS MEET THE TEAM.................................................................... 5 MEET DYNAMITE ................................................................... 7 EXECUTIVE SUMMARY............................................................ 8 BACKGROUND RESEARCH....................................................... 10 STRATEGY............................................................................ 17 CAMPAIGN CONCEPT.............................................................. 21 PHOTOGRAPHY..................................................................... 36 ONLINE PRESENCE................................................................ 40 RESULTS + RECOMMENDATIONS.............................................. 48 CONCLUSION........................................................................ 52 3
THE TEAM 4
MEET THE TEAM
MAGGIE DEGNAN // PROJECT MANAGER
TINA JEFFCOAT // ACCOUNT EXECUTIVE
VALERIE VOSWINKEL // STRATEGIST
SAVANNAH RABIN // ART DIRECTOR
DALTON LONG // COPYWRITER
ELLIE BLOCKER // PHOTOGRAPHER
LUCY GILLE // DIGITAL SPECIALIST
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MEET DYNAMITE
In the mid 1990s, Lori Paluk packed her ‘67 Fairline convertible and set out from North Carolina, never looking back. She quickly made a name for herself in the Athens community from the moment she hit the scene: running Go Bar, opening The 283 Bar, and now managing Dynamite Clothing. Dynamite is a vintage-hybrid store that sells both new and used clothing for rad guys and girls in the heart of downtown Athens. She has owned and operated Dynamite since its inception in 2001. Lori enjoys showing Athenians how wearing vintage clothing can distinguish the flyest individual from the ordinary.
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EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
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CHALLENGE
Dynamite focuses on bringing unique fashion to the Athens community and welcomes anyone who loves rocking trends from another era. Its free spirited persona, although perfect for garnering customers, has resulted in branding and logo inconsistencies across platforms. These inconsistencies have led to low brand awareness in the Athens market. This campaign seeks to create a single, strong brand identity, to raise brand awareness, promote engagement, and ultimately increase sales while staying true to Dynamite’s quirky, light-hearted personality.
STRATEGY
To increase brand awareness, we streamlined Dynamite’s brand image, including a logo redesign and social media revamp. We increased the brand’s presence on Facebook and Pinterest and implemented unique hashtags on Instagram to track which category of posts resulted in the most engagement. To increase engagement with the brand with both loyal and first-time customers, Dynamite sponsored events that are reflective of its unique personality, such as the FDSA Spring Fashion Show.
IMPACT
We achieved positive results in boosting social media reach via Instagram, including increased followers and photo likes, and Facebook, particularly in the impressions gathered via a 360-degree Facebook photo of the store.
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EXECUTIVE SUMMARY
BACKGROUND RESEARCH 10
T O W S
STRENGTHS new inventory daily great location strong Instagram engagement
WEAKNESSES
shaky presence on other social media platforms inconsistent branding
OPPORTUNITIES
e-commerce targeting fraternities/sororities collaborations with Atomic Vintage and Community seasonal fashion look book
THREATS
new stores opening downtown increased availability of product category online
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COMPETITIVE ANALYSIS COLLABORATIVE ANALYSIS
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“We all support each other collectively. We were so excited for Community when they expanded, even though it was a bittersweet farewell, as they departed from above us! I’d say we’re friends with everyone and honestly I think that, in turn, it’ll reflect better on our brand if it’s that way.” DIRECT COLLABORATORS Atomic, Community, Agora OTHER COOL PEOPLE American Threads, Cheeky Peach, Indigo Child, Urban Outfitters
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SURVEY
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RESULTS
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STRATEGY 17
THE CREATIVE BRIEF KEY FACT
Dynamite offers fun, easy and affordable clothing that is reflective of Athens’ authenticity.
CHALLENGE
Due to Dynamite’s inconsistent branding, it is experiencing low brand awareness.
OBJECTIVE
Build greater brand awareness by streamlining Dynamite’s social media presence and introducing a reinvigorated brand logo.
TARGET
18 - 34 rad individuals who live in the Athens area. These people aren’t purveyors of the norm - they create a unique stylistic point-of-view through their attire.
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TONE+MANNER
Retro, eclectic, colorful, and witty. Dynamite’s purpose is to mix current and vintage fashions to create something uniquely new, uniquely you.
INSIGHT
Dynamite’s new and vintage inventory changes from day-to-day, and a specific article of clothing is never guaranteed to be there the next day.
PROMISE
Dynamite’s constantly evolving fashions encompass the free spirit of Athens’ locals and the electricity of the city.
SUPPORT
The brand understands that everyone identifies Athens different, and therefore, encourages shoppers to peruse its’ inventory and create something that distinguishes you from the masses.
SOCIAL BRIEF KEY FACT
Dynamite customers are active on social media and enjoy the brand’s free spirited personality and witticisms.
CHALLENGE
The brand’s social media presence is shaky on platforms other than Instagram, which conveys an inconsistent brand image.
OBJECTIVE
Streamline Dynamite’s online presence by broadening its reach to other platforms, including stronger activity on Facebook, Pinterest, and the creation of a branded website.
TARGET
Hip, outgoing people in the Athens area who love sporting vintage trends and any reference to their nostalgic ‘80s or ‘90s. These people are active on social media platforms and love engaging with favorite brands.
TONE+MANNER
Fun, offbeat and distinct tone that reiterates Dynamite’s branded message and image on social media.
INSIGHT
Dynamite is not only a vintage store; it also offers the styling help of its staff. Consumers love the mannequin looks the brand creates and shares across social media.
PROMISE
Dynamite provides consumers with inspirational fashion looks for them to adapt to their own sense of style.
SUPPORT
By introducing Dynamite’s stylized looks and distinctive tone of voice to other platforms other than Instagram, the brand will cement their identity as well as reach new segments of their target market.
MANDATORIES
Instagram + Instagram Stories, Facebook, Website, Twitter, Snapchat
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EVAN
Hip individualistic people who live in the Athens area
AVERY
Athens is a melting pot of different people from a wide array of lifepaths, and Dynamite is representative of that. It provides you with an opportunity to mix and match, to wear things no one else is going to wear; to be, simply put, uniquely you.
@VANMO UGA | 19, fashion visionary, and run of the mill Sherlock Homeboy #DynaGuy
@sl_averyy UGA | 23, consumer of coffee, all things music, and vintage fashion. #DynaGal
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CAMPAIGN CONCEPT 21
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THEN+ THERE 22
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HERE +NOW 23
TNT
The TNT campaign highlights the rapidly changing aspect of Dynamite’s inventory as well as playing tongue-in-cheek to the brand’s explosive personality. Get your merchandise then and there, as it is not always assured to be available at a later time. TNT: Vintage trends from then, brought to you now. TNT: You’ll be blown away with Dynamite’s ever changing merchandise. Here today, gone tomorrow. BOOM (that’s your mind exploding with Dynamite’s fusion of retro and modern fashions)
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IDENTITY REVAMP
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Dynamite provides merchandise to its consumers from the ‘80s and ‘90s along with fashions of today. This means its redesigned logo needs to be reflective of that while also encompassing a modern aesthetic to remain relevant with its target market.
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CREATIVE SUMMARY There’s this electrical current that’s in the air, a vitality, that makes Dynamite so unique. The space itself is a direct representation of whom Dynamite actually is - you’re bombarded (ha.) with vibrant colors, fun prints, and different textures. It’s a bit overwhelming at first, but the longer you browse, the more harmonious it all becomes.
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SOURCE SANS PRO //BLACK ITALIC SOURCE SANS PRO // BLACK Source Sans Pro // Semibold 29
EVENTS The Athens locale is an integral part of Dynamite’s brand, and in homage to that, our Talking Dog Team put an emphasis on sponsored events to increase engagement with the community. This includes a customer appreciation night at Go Bar, sponsorship of the FDSA Spring Fashion Show, and Dynamite Doozy - a tote bag fill up event.
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TOTE BAG FILL UP
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MERCHANDISE
EXPERIENTIAL MARKETING
Dynamite isn’t just a vintage clothing store - it’s an experience. With that insight, we wanted to transition customers’ mindsets to begin perceiving Dynamite as such. Our Guerrilla Marketing plan is to convert one of Dynamite’s large storefront windows into a “Dynamite Magazine” cover spread. This would allow customers to try on clothes and then have a photo-op to then share across their social media, thus increasing brand awareness. 33
FRONT
ZINE
Customers love to see the stylized mannequins that Dynamite’s stylists produce; however, not all of the customers feel comfortable mixing and matching in the same sense. To answer this need, our team suggested that Dynamite release a seasonal zine. Zines are super cool, super casual, and super easy to produce magazines that would showcase the stylists’ tips and tricks on how to wear trends they carry in-store. The advice included in the zine would drive people to willingly read them and prompt them to seek the featured products in Dynamite’s store.
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BACK
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LOOK BOOK PHOTOGRAPHY Another nuclear component of Dynamite’s brand is the fusion of vintage and modern trends, as well as the strong styling by Dynamite’s staff. To capture this, the photography for the campaign was based on a street style look book theme. This design choice gives both a creative and professional look to the clothing, as well as outfit inspiration for customers.
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ONLINE PRESENCE 40
The goal of the TNT campaign is to create a more cohesive branded identity by positioning their social media platforms as a singular unit. This included the implementation of a crossplatform message and use of platform-specific tools to increase the overall brand awareness and engagement.
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FACEBOOK In January, Dynamite launched their annual Percentage Sale - which starts by reducing merchandise 25% and working its way to the highly anticipated $5 Sale. The goal of this sale is to clear out fall and winter merchandise to make room for spring pieces. In order to promote this event, our team revamped Dynamite’s Facebook page (first time being updated since 2013) with a new profile picture and cover photo and the creation of an event to keep consumers updated on the ongoing sale. To increase brand awareness, all of the photography chosen for the page update was marked with Dynamite’s refreshed logo.
UNIQUE DIGITAL EXPERIENCE With the introduction of its new spring line, Dynamite redesigned its store layout, which was bomb reasoning for our team to shoot a 360 degree video which was shared on Facebook. This inspired Dynamite customers to come in store to check out the new space and brand new inventory.
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In order to tap into Dynamite’s most active social vehicle, Instagram, we introduced interactive components to engage followers and push new content. In October, the team hosted a costume contest on Instagram to generate user content that showcased how consumers utilize Dynamite’s range of merchandise for their own sense of style. The design for event graphics was kept simple and characteristic of the newly designed logo - meaning minimisation meets ‘90s geometric patterns and color schemes. We also chose to use the professional images from the Look Book photo shoots in combination with #TNT and #BlowThemAway for synergization of the campaign.
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As Dynamite’s inventory is constantly changing, introducing e-commerce through its website did not exactly match with the brand’s needs at the time. Pinterest is a great alternative for this as Dynamite can constantly update style boards of new merchandise. This allows customers to either comment they would like to purchase an item or come into the store to find the specified article of clothing. This platform allows for a more casual outlet and regular update of its fashion styling in real-time. Bringing inventory to Pinterest will not only build brand awareness and grow its customer base, but also increase its margin of sales. 44
SNAPCHAT
This is another platform that can be utilized to increase brand engagement, as it can be a great way to inform customers of newly arrived merchandise as well as using a geofilter for when consumers are in the store. By posting images on their own Snapchat stories, current customers can inform potential clientele of Dynamite Clothing.
As part of our strategy to create a consistent brand image, we created a new Twitter account and consulted Dynamite staff on how they can utilize this platform to build a stronger customer base and increase brand awareness. Twitter also assists with the brand’s presence on social media, and to remain consistent, we suggested that they use the hashtags #DynamiteAthens, #DynaGal, #DynaGuy, or #TNT.
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NEW WEBSITE 46
Dynamite Clothing did not have a branded website, and creating one was one of Lori’s main requests for our team. Keeping in mind the rapid speed at which its merchandise turns over, we decided not to include an e-commerce component to the site at this time; however, we did create Look Books to showcase both the clothing trends they carry, as well as the additional service that its stylists
provide to customers. Our team also implemented the Street Style Blog, christened, “On Wednesdays, We Wear,” which is a perfect way for the brand to stay connected with their customer base, as it is a fun way to inform the public to trends that are quintessential Dynamite. Also included on the site is an RSS feed of their Instagram because this is where the strength of the brand lies.
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RESULTS + RECOMMENDATIONS 48
FOLLOWERS + PAGE LIKES INSTAGRAM
Across the six months of the campaign, there was an 18.3% follower increase on Instagram - this equates to a new 839 individuals following Dynamite’s account. Post engagement also saw an increase - likes per picture rose 33% and comments rose 67%.
On Facebook, Dynamite’s page likes increased 4% with a total of 74 new fans. Post engagement rose overall with an average of 400 likes and comments and 120 page-views per month.
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RECOMMENDATIONS VINTAGE CRAWL | Dynamite has a great relationship with other vintage stores in the Downtown Athens area. A Vintage Crawl would be a great way to showcase the collaboration amongst vendors as well as increase brand awareness among customers who may frequent their collaborators. Ticket purchase would include a discount at all of the venues along the route. WEBSITE | In 2017, every business needs an interactive homepage to funnel all of its online activity. We recommend that Dynamite continue their subscription to Squarespace and actively update the content. Suggested information to include would be the seasonal Look Books, Dynamite street style blog, Meet the Team portfolios, links to social media pages, and options for consumers to subscribe to Dynamite updates.
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SOCIAL MEDIA INTERN | Due to its close proximity to UGA’s campus, Dynamite has access to many talented students who could assist as social media interns. It could partner with the Student Merchandising Association to find semester interns who would be thrilled to help operate the Dynamite branded website. The role of the intern would include: Look Book updates, email listservs, blog posts, and customer support. The interns would also be responsible for managing the social media accounts to maintain a consistent image crossplatform.
CONCLUSION 51
OVERALL...
Overall we were able to increase engagement and followers on Dynamite’s existing Facebook and Instagram accounts through consulting the Dynamite staff on how to promote their spring sale. Our team also advised the owner on how to create posts that were cohesive with the TNT campaign, which cemented their brand identity and built awareness beyond their core customer base. In addition to their already existing social media platforms, our team recommended that Dynamite branch into other platforms - Pinterest, Twitter, and a branded website. We acted on these recommendations and created accounts for Dynamite that were cohesive with their reinvigorated brand identity and the TNT campaign. We recommend that the client start using these new platforms regularly with consistent hashtags - #DynamiteAthens, #DynamiteTNT, and #TNT - in order to continue building brand awareness and keeping their existing customers engaged and informed about their ever changing inventory.
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THANK YOU 53
