Greenpacha - Brand Evaluation by Fabien Soudiere

PROJECT EVALUATION

PROJECT EVALUATION I Greenpacha Hats

BRAND MISSION

Greenpacha was created as a way to help build a greener and better world. To provide our customers with unique and distinguished products that bring to the present the best of the roots of the past, with an innovative style and while supporting worthy environmental and humanitarian causes. Greenpacha hopes to aid, without interfering, in the continuance of this ancient art and culture of panama hat making in Ecuador.

BUSINESS GOALS more than

25,000 sales

in Europe, USA & Latin America

by 2015 known as

and by cool

Eco Brand celebrities sales

80% online

PROJECT EVALUATION I Greenpacha Hats

RECOMMENDED TARGET AUDIENCE

35%

65%

MALE FANS

26% 33% 25% 8% 3% 3%

13-17 18-24 25-34 35-44 45-54 55+

HOUSEHOLD

31% 29% 23% 8% 4% 2%

13-17 18-24 25-34 35-44 45-54 55+

INTERESTS

surfing,

60K+

FEMALE FANS

LOCATIONS

yoga, traveling, art, volunteering, hiking,

beach camping reason: cultured, educated, into nature and a better tomorrow with the actions of today

Currently, there are eco friendly stores that will offer some great products for the environment. They cost a bit more, but these people donâ&#x20AC;&#x2122;t seem to mind.

Coastal California NewYork, Miami

Paris

Theyâ&#x20AC;&#x2122;re influenced by the media and the global environment, they discuss with friends who care about causes and the return for made in usa brands as well as the rise of companies helping these causes.

AT T I T U D E S The target is looking not just for a hat, they can buy a cheaper hat somewhere else, they want to buy things they believe in and spend their time doing things that they believe are useful and beneficial to not only themselves, but others around them.

They feel like giving back, but perhaps just monetarily, not necessarily through volunteering. Some people would rather throw money at a solution, rather than be an active participant.

PROJECT EVALUATION I Greenpacha Hats

SWOT ANALYSIS

SWOT

strengths

- Strong message: we want to do more than just sell/produce the hats, they are a symbol for a better world - Story/passion: the reason for the creation of the company is unique; passion: we think it, we have it, we DO it. - Attraction - Relationships w/ surfing community - It’s been a trend before

weaknesses

opportunities

- Facebook demo should primarily target slightly older audience; it’s at 13-17 currently.

- Appeal to ecofriendly consumers, buyers, and boutiques

- Consumers don’t know their exact sizes and need advices

- Directly appeal to the yoga community with our ‘zen’ approach and voice

- Some Panama hats are not of good quality (really made of ‘straw’) which impact purchase decision

- Should RT more often, as well as sharing from other pages on FB - Tag more people, share what your fans and followers post - Great and user friendly website but could be enhanced and more pages for seo

- Keeping it personal

- Taglines may need some refinement

- Huge library of content and visuals extremely valuable and of quality

- Upcoming brand with very low following and customer base

- Share the story of how the hats are made, and the people that make them through firsthand pictures - Global will to help support such story and the creative work

threats

- Some competitors have very low prices that could attract some ignorant consumers

- Travelers and Eco Communities are proud to share their stories with the world (organic word of mouth)

PROJECT EVALUATION I Greenpacha Hats

MARKET & COMPETITORS ANALYSIS

1,5K

27K

LIKES

2,376

3,173

FOLLOWERS

1998

2004

FOUNDED

limited on tumblr & pinterest outdated website won cfda award for accessories design carried in major stores runway collabs w/ DVF, Ralph Lauren Celebs: Beyonce, Madonna, Not very active on social media Mentioned by Influencers

521 LIKES

music, people, culture modern yet traditional photography contest features fans wearing hats videos of hat going places promote others

Based in sidney Kaminski XY for men LIKES headwear & handbags: boring story 1 collections for all seasons FOLLOWER FGI award for Eco Friendliness 1983 not very present on social media FOUNDED only product promo

292

196

2011

FOLLOWERS FOUNDED

limited website, no real story offers kids hats not active on social media promote few events and interests twitter and tumblr all about sales donâ&#x20AC;&#x2122;t understand social media

1,1K LIKES

FOLLOWERS

1963

FOUNDED

PROJECT EVALUATION I Greenpacha Hats

KEY MESSAGES

We c a n b u i l d a b e tt e r w o r l d t o g e t h e r, b u t t h e ch a n g e s t a r t s w i t h t h e s e l f.

B y m a k i n g a p u r ch a s e y o u c a n h e l p t h e w e a v e r s o f Ecuador save their tradition of making panama hats.

SOCIAL MEDIA GOALS MONTH 1, 2 & 3

Consistent branded content to increase referral traffic and social engagement Activities will include strategy development, content writing, design, social media management, measurement analysis, seo.

500 % SOCIAL ROI

MONTH 4, 5 & 6

Build Database of Social Advocates to increase authentic word of mouth Activities will include blog outreach, social media management, social crm, database development, design and measurement.

MONTH 7, 8 & 9

Lead your market with cutting edge campaigns Activities will include strategy planning, design, audiovisual production, application development, testing, framework monitoring, measurement analysis, content writing and digital pr.

PROJECT EVALUATION I Greenpacha Hats

TACTICS & PERFORMANCE METRICS

“

a goal is a dream with a deadline...

”

and we’ve got metrics to measure its success. MONTH 1,2,3

METRICS

Development of Content Strategy and Schedule

90% Done by Week 2

Rebranding of Social Accounts and Setup of Analytics Software

- Fan Feedbacks

Content Research, Optimization and Design

- Engagement Rate %

Daily Social Media Management (Updates, Interactions, Analysis)

- # Talking about this

Writing and Posting of SEO Friendly Articles (4 per month)

- % Referral Traffic + Time

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

- Document

MONTH 4,5,6

METRICS

Development of Influencers and Advocates Database

>50 Retweets or Mentions

Content Research, Optimization and Design

- Engagement Rate %

Daily Social Media Management (Updates, Interactions, Analysis)

- # Talking about this

Advocacy Program, Management of Advocate Content (Pinterest, Blog,...)

- Referral Traffic + # Talking

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

- Document

Sales Coupon and Affiliate Measurement

- # of Sales/coupon

MONTH 7,8,9

METRICS

Strategy Planning and Creative Brief

- Document

Design and Development of Social Contest Template

- Deliverables

Monitoring of Campaign (NorthSocial)

- Social $ Revenue

Writing and Submission of Press Release + Blog Outreach

- # talking about this

Video Production and Editing

- # of views and # shares

Campaign ROI Analysis and Stats Report

- ROI Change

PROJECT EVALUATION I Greenpacha Hats

BUDGET &TIMING

With ZO! thereâ&#x20AC;&#x2122;s no rehearsals, you only Pay for Performance!

MONTH 1,2,3

Hrs

$/Hr

Amount

Development of Content Strategy and Schedule

$35.00

$210.00

Rebranding of Social Accounts and Setup of Analytics Software

$35.00

$350.00

Content Research, Optimization and Design

$35.00

$420.00

Daily Social Media Management (Updates, Interactions, Analysis)

$35.00

$630.00

Writing and Posting of SEO Friendly Articles (4 per month)

$35.00

$350.00

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

$35.00

$210.00

Base Pay (25% Deposit) - Due Day 1

$542.50

Performance Pay* - Due Day 30

$2,278.50 TOTAL MONTHLY FEE

MONTH 4,5,6

$2,821.00

Hrs

$/Hr

Amount

Development of Influencers and Advocates Database

$35.00

$210.00

Content Research, Optimization and Design

$35.00

$420.00

Daily Social Media Management (Updates, Interactions, Analysis)

$35.00

$630.00

Advocacy Program, Management of Advocate Content

$35.00

$280.00

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

$35.00

$210.00

Sales Coupon and Affiliate Measurement

$35.00

$210.00

Base Pay (25% Deposit) - Due Day 1

$490.00

Performance Pay* - Due Day 30

$2,058.00 TOTAL MONTHLY FEE

MONTH 7,8,9

$2,548.00

Hrs

$/Hr

Amount

Strategy Planning and Creative Brief

$35.00

$700.00

Design and Development of Social Contest Template

$35.00

$700.00

Monitoring of Campaign (NorthSocial)

$35.00

$420.00

Writing and Submission of Press Release + Blog Outreach

$35.00

$420.00

Video Production and Editing

$35.00

$1,680.00

Campaign ROI Analysis and Stats Report

$35.00

$420.00

Base Pay (25% Deposit) - Due Day 1

$1,085.00

Performance Pay* - Due Day 30

$4,557.00 TOTAL MONTHLY FEE

$5,642.00

*Performance pay calculated as remaining balance of total amount due and a 30% interest rate.

PROJECT EVALUATION I Greenpacha Hats

ASSOCIATED ACTIVITIES MONTH 1,2,3 Questionnaire Answers Access to Visuals Social Accounts Blog Dashboard Server Access Focus Group

MONTH 4,5,6

MONTH 7,8,9

Focus Group Access to Visuals Server Access Access to Analytics Cision Software + DB List Marketing Budget & Team

Access to Existing Database Access to Online Store Focus Group Sales Management Social Accounts

RISK ANALYSIS

Lack of Control

Customers Responses

Confidential Information

Negative Comments

Social Fraud

Probability: 2

Severity: 3

Score: 6/25

Actions: Establish clear policies that dictate what can and cannot be shared. Create the capability to capture and log all communications.

Probability: 3

Severity: 4

Score: 12/25

Actions: Make sure staff can handle traffic associated with social media presence. Create notice with clear timeline for responses.

Probability: 2

Severity: 4

Score: 8/25

Actions: Have HR establish policies and awareness training so employees & vendors do not share company info.

Probability: 3

Severity: 4

Score:12/25

Actions: Create Guidelines for all employees and vendors to respond properly and create positive reputation control.

Probability: 1

Severity: 5

Score: 5/25

Actions: Very minimal but if occurs, company needs to be informed and take proper actions.

Edwin Yu CHIEF OPERATING OFFICER

edwin@zo-creative.com

+1 626.230.7487

2360 CORPORATE CIRCLE STE 400 I HENDERSON, NV 89074-‐7722 INFO@ZO-‐CREATIVE.COM I 800.660.6928 I WWW.ZO-‐CREATIVE.COM