The rolling Runway Talking dog Advertising Case Study 2015-2016
The rolling runway rundown basics Team Executive Summary Background Story Meet Silvia & Mission Research Competitive Analysis SWOT & Survey Results Strategy Campaign Objectives & Logo Revamp Creative Brief Meet Silvia Campaign Campaign Basics Executions Website Tweaks Hops & Shops Market Instagram Giveaway Snapchat Filters Chapter Visits Business Essentials Branded Content Branded Merchandise Brand Ambassador Program Media Kit The Impact Social Media Metrics Conclusion
The team
Alyssa Fite Account Executive
Mallory Ciotti Assistant Account Executive
Anderson Pearce Strategic Planner
Caroline Fowler Art Director
Katherine Schwartz Assistant Art Director & Social Media Director
Lindsay Tuck Copywriter
executive summary The problem The Rolling Runway story began when Kendall and Morgan decided to take action in following their dreams of starting a women’s mobile boutique. The first step, find an Airstream that would be home to the mobile boutique and that could reach women everywhere and provide them with clothing and accessories. They found and bought a 1962 Airstream that hadn’t been touched in 15 years and needed some serious work before it could be home to the Rolling Runway. Though the mobility is a benefit to having a mobile business, the drawbacks of this nontraditional store are the lack of permanent location and stable business hours. This has led to low brand awareness for the Rolling Runway; addressing this issue is focus of the forthcoming campaign.
THe strategy To tackle and increase brand awareness, we created the Meet Silvia campaign to introduce the concept of a mobile boutique and the brand to Athens and the surrounding areas. Our other goals, which include increasing social media followers and getting involved in more events in Athens, will be accomplished through giveaways, sorority chapter visits, a brand ambassador program, an event hosted by Rolling Runway and website changes. The campaign also includes new branding for the company with a simpler logo, which we believe will appeal better to the target market, and new essentials including business cards, shopping bag stickers, and clothing tags. The impact The campaign increased brand awareness on Facebook by 15.4%, Twitter by 18.6%, and Instagram by 35.7%.
background
the beginning
The rolling runway story Flashback to Spring of 2012 at small tuxedo shop in Athens, Georgia, where co-workers, friends, and future Rolling Runway founders, Morgan and Kendall, first realized their dream about starting their own women’s clothing business. Both being college students at the University of Georgia with part-time jobs, the possibility of opening a storefront seemed out of reach, and that’s when the idea of a mobile boutique came alive. Fast forward two years, the drive to fulfill Morgan and Kendall’s dream did not waiver. So, they left the tuxedo shop behind. Great opportunities and hard work led their dreams to turn into reality. As fate would have it, they found the retro trailer of their dreams, a silver 1963 Airstream Overlander, which they named Silvia; this is the start of her story.
meet silvia Morgan and Kendall, two UGA students and friends, decided to follow their dream in starting their own mobile boutique in 2012. Both being college students with part-time jobs, they soon realized that their original idea of opening a storefront was not in reach, and this lead them to Silvia. They strived to get an Airstream, a luxury recreational vehicle, to create their mobile boutique. But, Airstreams do not come cheap, and they did not want to settle for anything less than their vision. So, they hunted for the Airstream that would not break the bank but would allow them to fulfill their vision. In a matter of weeks, they had found the Airstream of their dreams, a 1963 Overlander. It was not in perfect condition, and many people called them crazy, but they renovated it from the inside out with the help of their family and friends. They named her Silvia.
mission The Rolling Runway seeks to provide trendy and affordable styles for women, to accommodate convenience, and to make sure that everyone who steps into the fully renovated Airstream mobile boutique not only has a one-of-a-kind shopping experience with a personalized touch, but also leaves feeling inspired by the power of chasing dreams.
research
the findings
competitive analysis Direct competitors of The Rolling Runway include Cheeky Peach, Red Dress Boutique, American Threads, Fabrik, Encore, Heery’s, Fringe, and Pitaya. All of these stores are located in downtown Athens and appeal to young females aged 18-34 and secondarily to women aged 35-54. Indirect competitors include movie theaters, coffee shops, and restaurants, where the target market is likely to spend their disposable incomes rather than spending their money shopping.
Branding The Rolling Runway
Cheeky Peach
Red Dress
American Threads
Products
Social Media
Uniquity
- All promotion through website and social media - Some giveaways - Promote seasonally
- Clothing & Accessories
- Recently acquired Snapchat - Most active on Instagram, showing new arrivals
- Mobile boutique, flexible location
- Deals on Snapchat - Heavy promo codes - High online sales - Giveaways
- Clothing & Accessories - Betsy Pittard Jewelry - Shoes - Gifts & Housewares
- Content includes deals, style tips, & outfit pictures - How to’s
- Active on every platform - Diversity of content on each platform
- Leverage popularity of brand in online sales - Social media: over 1 million followers on Facebook
- Clothing & Accessories - Kate Spade Housewares
- Massive Instagram presence
- Featured on Shark Tank - Online sales
- Use Pinterest - Website promotion when sign up for emails - Unique Cali girl vibe
- Clothing & Accessories - Mumu - For Love and Lemons
- Promote new arrivals of sought after brands
- Multiple locations, higher brand awareness
Swot strengths
opportunities
- Unique storefront/concept - Mobile store - Ability to create strong brand image - Affordable clothing - Unending reach to target market due to flexible location - Large amount of growth potential
- Target sorority girls/college students - Culture of Athens (markets/events) - Profit - Brand awareness - Brand engagement - Prom campaign in Springtime - Find permanent location for more consistent business hours
weaknesses
threats
- No permanent store/location - Low brand awareness - No brand identity - Not yet profitable - Owners unable to commit 24/7 to business
- Established and permanent boutiques in Athens - Inability for consistent store hours
Survey Results - Surveyed over 50 respondents - 75% indicated they had never heard of Rolling Runway - 90% said they would be interested in shopping at Rolling Runway
strategy
the ideas
Campaign Objectives 1. Brand awareness via social media Increase followers by 50% on Facebook Increase followers by 30% on Instagram Increase followers by 20% on Twitter 2. Get involved in more events in Athens (Athens Farmers Market, Sorority Parents Weekends and Philanthropy Events) 3. Build brand identity through creative campaign
logo revamp
old
new
Creative brief Key Fact: Two students at UGA dreamt of starting a mobile boutique while working at a tux shop part-time in Athens. They found a 1963 Airstream Overlander, renovated it into a mobile boutique, and named her Silvia (the silver airstream). They offer trendy and affordable clothing and accessories. They now travel around to markets and events in Athens and the metro Atlanta area and sell clothes from Silvia. Problem: Low brand awareness is a big problem for the Rolling Runway. Being in an airstream is not the most conventional storefront, and there is not a permanent Rolling Runway store or location. Objectives: Build greater brand awareness by increasing followers on social media platforms. Get more involved in events in Athens such as the Athens Farmers Market, sorority parents weekends, etc. Establish strong brand image. Target Audience: Trendy women aged 18-34. Most of these women attend UGA or other surrounding schools. These women stay current with all of the latest fashion trends, and love to indulge in an affordable new outfit for themselves. Insights: Surveyed over 50 respondents, and 75% indicated they had never heard of Rolling Runway, but 90% said they would be likely to shop at RR. Promise: Rolling Runway promises to deliver stylish outfits for an affordable price to trendy young women. Mandatories/Media Vehicles: Rolling Runway logo, social media (Instagram, Facebook, Twitter), website (rollingrunway.com)
Meet silvia campaign The Meet Silvia Campaign is focused on getting to know Silvia, the silver Airstream, that is the home and backbone to Rolling Runway. The campaign focuses on raising brand awareness, which is our team’s focus. Based on the Rolling Runway being a new business, we want to introduce it to the Athens community and make it a well-known local business. The hashtags #MeetSilvia, #SpotSilvia, and #ShopRiveted are central to the campaign and Silvia’s identity. #MeetSilvia focuses on facts about Silvia, where she came from, how she has been transformed, and her day-to-day life. Finding the airstream was an extremely pivotal moment in Morgan and Kendall’s journey to making their dream of Rolling Runway of reality, so we want to emphasize that. The hashtag #SpotSilvia targets Silvia as she moves from place to place. The brand promotes events and locations with #SpotSilvia, while customers can simultaneously #SpotSilvia on their social media accounts as well. #ShopRiveted is a play on Living Riveted, which is the Airstream company’s slogan. To Live Riveted is to live a life full of adventure, risk, and travel. The Rolling Runway adopted #ShopRiveted, which correlates to the Airstream community and relates that to this mobile boutique business and its story. Buying a 1963 Airstream, the owners took a risk and began renovations to make their dream come alive.
campaign basics The campaign will run on social media (Instagram, Facebook, Pinterest, and Snapchat) for 9 months, from August 2016 to April 2017. August captures Athens filling back up with students, sorority Recruitment, and summer days spent outside. Events will be an integral part of the campaign, with Rolling Runway attending other events and organizing their own. The Meet Silvia Campaign will cost little to nothing to Rolling Runway given its nature.
executions
the visuals
website tweaks On the current website, the About Us tab will be changed to Meet Silvia. The copy now focuses on owner’s Morgan and Kendall’s history and start. The new copy will be central to Silvia and the Meet Silvia Campaign: Silvia’s Story began in spring of 2012 at a small tuxedo shop in Athens, Georgia, where co- workers, friends and future Rolling Runway founders Morgan and Kendall developed a dream about starting their own women’s clothing business. Both being college students at the University of Georgia with part-time jobs, the possibility of opening a storefront seemed out of reach, and that’s when the idea of a mobile boutique came alive. Fast forward two years, the drive to fulfill Morgan and Kendall’s dream did not waiver, and so they left the tuxedo shop behind and a mix of great opportunities and hard work lead their dreams to turn into reality. As fate would have it, they found the retro trailer of their dreams, a silver 1963 Airstream Overlander, which they named Silvia.
There will also be the addition of a new Press page to showcase the Rolling Runway’s mentions in the media along with some design changes, such as logo updates, fonts, and an Instagram feed carousel.
The Our Progress tab will be changed to Live Riveted and will now encompass the basis of their business, living (and shopping) riveted. It will still feature the before and after photos of the renovation, but the copy will be central to their inspiration and the Airstream community they have since joined: You will often see the phrase “live riveted” used on our social media pages and our merchandise. Rivets are the cornerstones that founder of Airstream, Wally Byum, built his business on. It is used to challenge Airsteam owners to have an adventurous spirit. One thing about living riveted is that you don’t have to have an Airstream trailer to do so. In fact, anyone who is “Doing. Being. Seeing. Experiencing. Overcoming. Loving. Risking.” – is living riveted. Living riveted is about discovery. “Living riveted to me is living life full of adventure & risk (like buying a 1963 Airstream that hasn’t been touched in 15 years and turning it into a boutique) but also pursuing the American dream of traveling. Since Airstream’s slogan is Live Riveted, it just made since for ours to be Shop Riveted,” “We learned so much about Airstreams (& ourselves) during the renovation process. We can gladly say we built our business from the ground up and we try to embody that Airstream spirit in our business everyday.” –Morgan Schubert, cofounder of Rolling Runway
hops ‘n shops market CC + RR present: Hops n’ Shops Creature Comforts and Rolling Runway present Hops n’ Shops. Come out on April 22 to drink quality craft beer and shop at Athens’ first and only local mobile boutique, Rolling Runway, and other local vendors. There will be clothing, jewelry, hand drawn prints, and more.
instagram giveaway In order to live Riveted, you don’t have to have an Airstream trailer to do so. In fact, anyone who is “Doing. Being. Seeing. Experiencing. Overcoming. Loving. Risking.” – is living riveted. Living riveted is about discovery. The Instagram contest will begin by introducing this concept to the customers and followers and engaging them in the Rolling Runway’s history and beginnings. Once the concept of living riveted is understood, the contest will be presented where followers tag @RollingRunway in their photos that portray themselves “living riveted.” This will enter them into a raffle to win these signature bracelets.
This contest will tell the story of the Rolling Runway as well as teach the target market about Airstreams and the concept of Living Riveted. This is important because it encompasses the uniqueness of the Rolling Runway as compared to its brick-and-mortar competitors. The story behind the company creates a sense of community, dedication, and risk-taking, which will be communicated to the target market through this Instagram contest. By having account holders post their own photos and tag Rolling Runway, rather than having account holders tag themselves & friends in Rolling Runway’s photos, a connection between the customer and the brand is created. This connection is not about a shirt or even the bracelet, it’s about the acceptance and shared belief of living riveted.
snapchat filters The Snapchat filters can be used by customers to indicate that they are shopping at Rolling Runway. They will be geotagged to where Silvia is.
chapter visits Visiting the sorority chapters on UGA’s campus is an instant way to build brand awareness within the target market. About Ÿ of females at UGA are involved in Greek Life, and all members are exact fits to the target market. Announcing the mobile boutique at chapter meetings will introduce the business to sorority members. Bracelets can be given away for following the Instagram account, and the boutique can set up to sell outside after the meeting is over.
business essentials
the core
branded content The branded merchandise includes pieces to speak to the brand’s identity and logistics of running a clothing boutique: business cards, clothing tags, and shopping bag stickers.
branded merchandise These extras that can be given to customers when they purchase to further their connection with the brand. These items all speak to the comprehensive brand identity that the Meet Silvia campaign creates.
brand ambassador program The brand ambassador program will be an incredible asset to the Rolling Runway in terms of building brand awareness, creating relationships with the target market, and delegating tasks to influencers rather than the owners. The brand ambassadors will apply to be a part of the program and will then be selected by the owners. The application will include personal questions, social media followers and engagement, and the creation of a mood board for the mobile boutique. Once selected, brand ambassadors will be responsible for the following: - Creating one blog post per week for the Rolling Runway blog, including photos in the boutique’s clothing and activities from their personal lives, with encouragement to relate those activities to “living riveted.” - Researching how competing boutiques are marketing themselves and what tactics they are using; making suggestions to the owners on how they can market better - Being present at the Rolling Runway’s events to post on the Rolling Runway social media accounts about the events; following up with a blog post regarding each event - Posting once per week on their personal Instagram accounts about promotional codes, sales, events, etc. - Lastly, the brand ambassadors will go to sorority chapters across campus and make announcements and facilitate giveaways The brand ambassadors will benefit by: - Getting exceptional experience with social media, writing, photography, and running a fashion boutique - Having their own promotional code that others can use to save 10% on each purchase. For every 10 customers who use the ambassador’s promotional code, the ambassador will receive one free item of clothing of their choice
meet the owners
about rolling runway Silvia’s Story began in spring of 2012 at a small tuxedo shop in Athens, Georgia, where co-workers, friends, and future Rolling Runway founders Morgan and Kendall developed a dream about starting their own women’s clothing business. Both being college students at the University of Georgia with part-time jobs, the possibility of opening a storefront seemed out of reach, and that’s when the idea of a mobile boutique came alive. Fast forward two years, the drive to fulfill Morgan and Kendall’s dream did not waiver, and so they left the tuxedo shop behind and a mix of great opportunities and hard work lead their dreams to turn into reality. As fate would have it, they found the retro trailer they’d always imagined, a silver 1963 Airstream Overlander, which they named Silvia. It was not in perfect condition, and many people called them crazy, but they renovated it from the inside out with the help of their family and friends, and opened Rolling Runway officially in August of 2015.
website Don’t have time to host Silvia but want to shop Rolling Runway’s adorable new styles? Check out our website at rollingrunway.com! Our website is full of every item that we have in the Airstream, and sometimes we even will send you a coupon through our email list!
Kendall Turnipseed I was raised a Bulldawg from day one in Athens, GA. I am a senior at UGA and while my schedule is hectic, I have learned so much here. With my business experience, and Morgan’s fashion degree, together we make a pretty great team. & Morgan Schubert I am from Perry, GA, and came to Athens to attend UGA, where I graduated with a degree in Fashion Merchandising in 2014. I took a retail entrepreneurship class where I learned about non-traditional retail stores. I shared this with Kendall while working together and that’s why we work great together,
drop us a line at shop@rollingrunway.com Instagram: @rollingrunway Twitter: @rolling_runway Snapchat: Rolling Runway facebook.com/therollingrunway
host the airstream Want to host Silvia for your next birthday, bachelorette, or work party? Contact Rolling Runway! There is no cost to book the Airstream, and we will provide all of the clothes, a photo booth, and some fun music to shop to! We are open to any type of event, and there is never any pressure to purchase anything. We love just sharing our clothes to everyone, and we would even be happy to donate 10% of all sales back to the charity of your choice!
prom season With prom season in full swing, Rolling Runway has stocked Silvia with the cutest prom dresses to fit every occasion. We will be visiting local high schools in Athens to showcase them, so find out where Silvia will be next to get yours before they’re gone!
media kit
impact
the wow
social media metrics
conclusion The Meet Silvia Campaign encompasses the Rolling Runway’s beginnings, their current happenings, and their future success. Brand awareness was increased on Facebook, Instagram, and Twitter, and a Snapchat account was created to better reach the target market. The campaign introduces the mobile boutique to new events in Athens, including the Athens Farmers Market and sorority parents’ weekends. The Meet Silvia Campaign also includes the Rolling Runway hosting it’s very own event, making connections with other local businesses and forming relationships with both new consumers and other entrepreneurs. A complete brand identity for the business was created through a creative campaign including a new logo, hashtags for social media, and branded merchandise to better the business.