Jenna Attardi, Briana Chapman, Kimberly Gallo, & Vinny Sceri

OverviewLaunch Objectives

Unique Value PropositionKey Campaign Takeaway

Campaign IdeaLaunch StrategyGrand Opening StrategyOn-going Communications StrategyCreatives

Brand PositioningTo the Red Fox in all of us, River + Stone is a private clothing and accessory label that evokes expression and pride for the heritage and community through distinctly designed pieces related to the Marist journey.

Launch Objectives● Create brand awareness for River + Stone brand● Drive traffic to fashionology for River + Stone● Increase sale revenue for River + Stone● Educate consumers about the new name and products

○ i.e. heritage and archive photos● Create a social media presence ● Utilize the Brand Ambassadors to help create buzz

about River + Stone○ Increase SM interaction among Brand Ambassadors

and target audience

Unique Value Proposition Combining distinctive designs and Marist pride makes River + Stone the irreplaceable clothing and accessory brand that is personally-meaningful to the Red Fox Community.

Key Campaign TakeawayWe want the customer to feel pride and connection to Marist

College because they have a mutual understanding of where it is coming from.

We want the target audience to feel a sense of pride and connection to the River + Stone brand while understanding the rich heritage and connection to Marist.

Campaign Idea - Style Your Pride

“Style Your Pride” is both our campaign idea and tagline. River + Stone portrays Marist pride without

being generic with the same logo, like the bookstore. With River + Stone customers can select pieces that fit their own style, thus, they can style

their Marist pride.

Launch StrategyTo create awareness for the River + Stone brand

Drive traffic to Fashionology for its Grand Opening“Flashion” Show

Offer Card Mini trunk show

Raffle Tickets to gain emails

Offer Card

Grand Opening Strategy● Big Idea:“There’s no place like Marist”

○ Brand Ambassadors wearing River + Stone clothing directing people to check out the kiosk inside

○ Brand Ambassadors around kiosks to promote the brand and talk about it with customers (i.e. heritage, community and meaning behind the items/name)

○ Free food from Rossi’s with purchase of River + Stone item for the first 50 customers○ Cupcakes from Baked by Melissa in R + S formation (300)○ Gift with River + Stone purchase with redemption of card from the Flashion show. ○ Decorations

■ Balloons■ Posters around the kiosk area with Brand Ambassadors wearing River + Stone ■ Posters around the kiosk area of archived photos

On-going Communications Strategy

Social media Item of the weekTwitter takeoversInstagram Contest w/ Brand AmbassadorsBrand weekly postings/updates

Brand Ambassadors Viral videosTwitter TakeoverWeekly postingsAttend Marist Events

Alumni weekend, Parents weekend, sporting events

Social Media○Promote Grand Opening Event/Date through Marist

College Twitter/Instagram/Facebook○Item of the week → Every Wednesday (9/23 - 12/9)○Brand Ambassadors Instagram contest (10/26 -

12/3)○Designers will do a “Twitter takeover” (11/1 - 12/3)

Brand Ambassadors ○ “Twitter takeover”

■ Get to know Brand Ambassadors on a personal level■ Every Monday (9/28 - 12/7)

○ Viral Videos ■ Feature the brand ambassadors explaining what the brand “River +

Stone” means to them■ 15 seconds long and posted on the River + Stone Instagram account.■ Every other monday (9/28 - 12/7) ■ Videos will coincide with the Brand Ambassador doing Twitter takeover

that Monday○ Attend Marist events

■ Alumni weekend, Parents weekend, sporting events■ Hand out flyers ■ Merchandise will be put out on display to be sold

Budget

Measurement Plan

Messaging/Creatives

“Style Your Pride”

Social Media

Facebook

Instagram

Twitter

Grand Opening

Manifesto

On Going