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Fletcher KeeleyAnita LombriCarter Ivey
Tom Merrick
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• Define the Problem• Review the History• Analyze Product Evaluation and SWOT• Define the Target• Assess the Research• Discuss Creative Executions in regards to: - Content Driven Social Media - Budget
The Challenge
The Challenge- Brand Activation- Ultimately: Drive target
to website
The Brand Today- Dress well- Do Right- Enjoy life
The Target- Men age 25-34- Completed transition from
bro lifestyle to principled man w/ respect for his art of relaxation
The Experience- Symbiosis of
product quality and values
The History
Product/Service Evaluation• Distinction from other Brands• Unique Features• The fusion of classic style and progressive elements- Not an over-idealized brand image- Emphasis on truly relaxing and looking good- Fantastic Customer Service
SWOTStrengths Weaknesses
• Product Quality• Customer Service• Consumers Like The
Product• Online Presence• Uniqueness
• Recognition• Price Point• Financial Resources• Low Market Share
Opportunities Threats
• Differentiation Potential • Digital Media • Local Growth• Word Of Mouth• Growth Potential
• High Brand Loyalty• Competition• Saturated Market• Consumer Preferences
Target
Criquet Shirts Vs. Competitors
Who Wears Criquet Shirts?“Dad”“
Tapping into the Minds of the ConsumerBrand/Image Association What Do You Notice About The CRQT Shirts?
“the pocket”“The number of buttons”
“Good/ Modern Stitching”“Collar Stays”
“Stitching Across The Back”“Lighter Feel”
“Cocktail Recipes'”
“Tennis, Frat, International”
“Same as Polo, Entry Level Fashion, Generic, Can’t see without small logo”
“Preppy, Fraternity, Mass Produced, Generic, Snobby”
“golf Course Casual, A little bit Bolder, Vintage, Classy, Distinct “
Research Findings
Differentiation is the key
Brand Associations
What was noticed about the player’s Shirt?
Why No Big Event?
Why Social Media Targeting?
Research Findings
The Criquet Man
You, the Criquet Man, are self-confident in your skills and consciously respectful of those who also give a damn about
what they do, whatever that may be. For this reason, you are a man of principle, a man dedicated to developing yourself and your art of relaxation—for you know that the only way to truly
relax is after all the work is done, and done well. Similarly, Criquet Shirts has spent the time making the highest quality
cotton shirts so you can fully relax while naturally looking great.
The Criquet Men
BudgetCategory Item Cost Total
Web
Facebook $23,333
Instagram $23,333
Twitter $10,000
Google Adwords
$23,333
$80,000
Content
Video Content
$15,000
Picture Content
$5,000
$20,000
$100,000
Social Media
Social Media
($80,000)
Website Traffic
Selling Shirts
Awareness
Instagram ($23,333)
Content ($20,000)
Facebook ($23,333)
AdWords ($23,333)
Twitter ($10,000)
Expected ROIFacebook Instagram Twitter Adwords
$/Click $0.40 $0.42 $0.25 $1.50
$’s Spent $23,333 $23,333 $10,000 $23,333
ROI 58,332 clicks 55,554 clicks 40,000 clicks 15,555 clicks
Total Clicks 169,441
Website Conversion
Rate 3%
Shirts Sold 5,083
Expected ROI is $203,329
At $40 of profit per shirt
Recap
Our Team
• Why has my wife forsaken me. I am yay but a penny farthing short of yesteryear’s bullocks. Christ my lord and savior, witness me. God is real. I know he is real. How could he not be real, I’ve been in this ad agency room for over 12 hours, so how could he not be real!!? Is that not proof enough!!!!? AHHHHHHHHH
Speed Dating: Altitude Marketing~We Are Resourceful and We Work Harder to Take Your Brand to the Next Level~
“Aware, Collaborative, Open-Minded, Tenacious Workers” who also know their art of relaxation when the work is done
Mission: We are hard workers who go the extra mile to help and support you accomplish your most
ambitious goalsSpecialization:
Brand Activation, Credibility Issues , Targeting Challenges