FINAL - Group Project

ITP - 476 DIGITAL MARKETING PROJECT

KIMBERLY

ROBLES

ANDREW WRIGHT

PAUL KIM

Agenda Case Study - Hype & Vice

Executive Summary

Channels & Campaign Deployed

Strategy & SEO Audits

Overall Results & Lessons Learned

What we would change & Next Steps

Sprint Updates

BUSINESS

OVERVIEW AGENDA

Appendix

Kimberly RoblesFounder

Senior

Business Administration

-Focus on google analytics

-Analyze revenue streams

-Leads digital marketing

-Responsible for design and

content

Paul KimDigital Marketing Director

Junior

Business Administration

-SEO strategy director

-Develops social media

optimization strategies and

propose strategies for

traffic/leads/conversions

Andrew WrightPublic Relations

Junior

Business administration

-Building relationship with

influencers

-Evaluate competitors and

propose traffic optimization

CASE STUDY - TEAM

CASE STUDY - TEAM

Quotes “ITP 476 has been my favorite class at USC so far because it made

me realize all of the digital marketing opportunities for my

business” -Kim

“Taking ITP 476 has been one of the best opportunities I have had at

USC. I learned valuable lessons regarding digital marketing and

analytics, and I truly enjoyed learning and applying my knowledge in

the real world” -Paul

“I truly enjoyed taking ITP 476 this semester because I learned

useful knowledge in class and had a great professor” -Andrew

ABOUT H&V

30 SecondsHype and Vice is an apparel brand by

college students, for college students. With

a focus on quality, Hype and Vice is

represented by real student model. Hype

and Vice provides a solution for students

who want to purchase college-specific

apparel, but are charged excessive prices

at their respective bookstore or apparel

shops. With no genuine college brand

dominating university campuses, Hype and

Vice bridges the gap.

2 Minute

Hype and Vice is a brand that redefines college fashion by

combining style, quality and price. Produced using 50%

polyester and 50% high-quality cotton, the apparel washes well,

looks great, and feels incredible. Students all over America are

finding it difficult to represent their school whilst living on a

shoestring budgets. Hype and Vice allows them to stylishly do

this without breaking the bank. On top of that, we expand on

the limited number of designs currently available. H&V is a

brand that motivates students to share college spirit. H&V isn’t

just a logo; it’s a statement representing what we’re doing and

where we’re headed. We’re always pushing forward: channeling

today, preparing for tomorrow. Our vision is strong statements

on soft fabric.

ABOUT H&V

Content Marketing Goal

Our main goal is to create brand awareness and build a greater user base in

our social media platforms from different universities focusing on USC,

UCLA, BerkeleyMeasurements tools:

1-Google analytics a) new users vs returning

b) Location tool to measure where users are coming from

2-Hootsuitea) number of user improvement on social media platforms

b) engagement of users

3-MOZ a) domain authority

b) SEO audits

EXECUTIVE SUMMARY

Target Market Identification

General targeted market based on goals:

1.Influencers (Bloggers & Instagramers)

2. College Students (Incoming & Current)

3. University Clubs/Geek associations

4. Press and social media (Daily Trojan, Neon Trojan, Buzzfeed, Facebook Groups)

Focused on: USC, Berkeley, UCLA

EXECUTIVE SUMMARY

Messaging & Positioning

Based on our target groups we are going to design specific

content to build a better rapport to communicate more

efficiently

Key: Be introduced and build a relationship

EXECUTIVE SUMMARY

CHANNELS & CAMPAIGNS DEPLOYED

Campaign #1 - Berkeley

Campaign #1 - Berkeley

Students representing the brand

-Comments/likes/shares/tags from their friends

-Campus representatives



Campaign #2 - USC

-Students recognize other

students/friends → more traffic

-Redesigned website

Campaign #3 - Incoming Freshmans Instagram & Discoverability- Don’t just wait for people to find you,

find them first!

#USC2020

#BERKELEY2020

#IGOTINTOUSC

#IGOTINTOBERKELEY

#CAL2020

#TROJANFAMILY2020


=CONVERSIONS!

Examples- #USC2020 CUSTOMERS


Incoming Freshman Metrics

Demographics

Overall Business Performance

Involvement with the Students


Students representing our brand on

social media


Hype & Vice Metrics

MEASUREMENTS

Before After

970 followers

1 School

7 Products

FB: 270 Likes

2 Schools, 23 Products, → soon 3 Schools

FB: 485 Likes

Hype & Vice Image

IMAGE

Before After

Lessons Learned - Campaigns

1- Timing is very important

2- Social media interaction is ESSENTIAL

3- Don’t sit and wait.Find your customers

4- Always evaluate metrics to improve

5- Image of the company is vital

(customer service, brand)MEASUREMENTS

SEO Audit & Recommendations

Casual College

Apparel

34%

College Brand 38%

College Fashion 45%

College Apparel 47%

1. Optimize for Keywords:

1. Content Marketing Video on

Website

2. Map out comprehensive User Flow

for website redesign (Fall 2016)

3. Include Social Media Links on

website homepage

4. Include keywords in meta

description, anchor texts, image alts

SEO Recommendations

Overall Lessons Learned

Evaluating metric is essential to improve on your next campaign

Gained an understanding of social media growth

Learned how to promote a product through social outreach

Developed an understanding of how technology and media playing into

marketing tactics

Understand strategic interaction with customers

Gained relevant skills for networking and enhancing our reachOverall Lessons Learned

Overall Results


-Proof of concept

-Improve significantly on social media awareness

-3 Fraternities reach out to us ( completed 2 wholesale orders)

- Campus representative program in progress

-Sales increased → Incoming freshman & Berkeley Launch

-Traffic increased when students posted their pictures

-Decrease bounce rate → website redesign

-Increased average page/session & duration of session

-Customers/influencers/bloggers tagged us/followed us

-Created contact database -appendix

Overall Results


Overall Results - Influencers


Overall Results - Customer Service

CUSTOMER SERVICE IS IMPORTANT

What We Could’ve Done Differently

1. We needed more time to target more students as influencers instead

of high profile instagramers

a. USC students followers are our target market

b. Media would have been free marketing

c. Found this out a little late in the semester ( however we did it!)

2. Should have contacted the Daily Trojan earlier in the semester

a. They had too much to cover late in the semester Improvements

Next Steps1) Summer

a) Contact all Fraternities, Sororities, and Social Influencers in preparation for Gameday

Season - wholesale orders ( Already worked with Lambda, Sigma Delta Alpha, Tri Delta)

b) Make new H&V, USC, UCLA, ASU, AU, Berkeley apparel

c) Prepare Launches Campaign

d) Pursue a Partnership with Urban Outfitters - Brand Incubator

2) Fall

a) Try to get published by Daily Trojan and other credible sources (“College Brand”)

3) Summer - Website Redesign

a) Contact a programer to make our website look more professional Next Steps

Sprint Update- Week 1Sprint Update - 3/30/16

● Planned for This Sprint

○ Contact USC Lambda guys who like our products and get introduced to Berkeley and UCLA chapters- (KIM)

○ Launch UC Berkeley products on April 9- (KIM)

■ We are meeting with a few personal contacts who attend UC Berkeley to discuss more about the

company, our goals, vision, and products. (TEAM)

■ Need to prepare print media (flyers) to post around UC Berkeley campus (PAUL)

■ Need to prepare “Hype & Vice Care Packages” for the representatives (KIM)

○ Reach out to our compiled list of Influencers through personal connections or through direct messaging on

Facebook/ Instagram. (TEAM)

● Roadblocks

○ When we tried to contact some of the fraternities to offer them the T-Shirt deal we did for Lambda, we

realized that many frats were not looking to make shirts until next semester. We tried to

○ We realized that many of social influencers did not reply if we did not have a personal connection to reach

them through. For example, some of the fashion bloggers on Instagram

Sprint Updates

Sprint Update - Week 2● Completed last Sprint:

○ Got in touch with a few USC clubs and fraternities and got to speak briefly with them about who Hype&Vice is as well as the products we are offering.

■ We will be following up and scheduling an official meeting time to discuss further to plan for the fall semester.

○ Was able to grow our instagram follower base and generate a bit more traction by targeting hashtags: #usc2020 #usctrojans #igotintoUSC, etc

■ Also uploaded 8 new photos (need to double check exact number with Kim)

○ Website redesign is basically done, and we want to do a video creation

○ Got in contact with Berkeley models and was able to meet with them

■ Completed a photoshoot

● Planned for this Sprint:

1. Kim - Leaving to SF on wednesday to take pictures with models on campus and launch Berkeley products on Sunday April 10, 2016

2. Kim - Redesign website before launch (website needs to be ready April 9, 2016)

3. Kim - Start marketing campaign in Berkeley on Sunday April 10, 2016 ( facebook ads targeted towards students in SF)

4. Kim - This week I will also be focusing on following recent admitted students using the hashtag #igotintousc #usc2020 and on facebook getting into groups like

“USC Class of 2020” and “USC 2020 Roommate” and follow people. On Sunday I will post and update of the conversions made with this strategy

5. Kim- After one week I will also post the results on April 17, 2016 of the campaign of Berkeley and the new bounce rate with the website redesign and evaluate if

it improved customer engagement.

6. Paul - Contact fraternities/ sororities to find out who is the person in charge of the apparel in every organization

7. Paul - Create a database by April 11, 2016 with the names/ contact info of the apparel chair of each frat/sorority of USC

8. Paul- Start contacting each of the contact person by April 11, 2016

9. Paul - Create a pdf document with the important information of our wholesale services

10. Andrew- Contact our list of influencers in LA / Berkeley

11. Andrew- Prepare and send package to each of them

12. Andrew- Start creating the campus ambassador programs for each school

13. Andrew- Create a survey to ask for feedback of our clients and friends in order to improve our products, marketing etc

● RoadBlocks:

● Influencers not answering back to our emails if we did not have personal connections

● Having trouble getting the information from the sororities/frats or maybe taking longer than we expect to get that direct contact with the apparel chair

● Now getting enough followers on our social media accounts

Sprint Updates

Spring Update Week 3

● Completed last Sprint:

○ Compiled a list of fraternity/sorority contacts through personal connections

○ One sorority contacted us ( wholesale orders for fall)

○ -Campus representative program in Berkeley - our representatives have a promo code to give to friends. They get

credits for free clothing.

○ -#2 Campaign is happening right now (facebook ads, boost video, instagram ads) targeting Berkeley, CA

○ Instagram- increased our followers ( currently at 3,210)

○ Increasing our likes on facebook

○ Received customers feedback

○ Started our #Berkeley2020

● Planned for this Spring:

○ Continue reaching out to friends at USC & Berkeley to get the word out -

○ Continue reaching out to fraternities and sororities, USC clubs and organizations -> (Fall orders)

○ Look at GA to target certain demographics

■ Webmaster tools

○ Increase social media follower base (facebook + instagram)

○ Create a survey and get feedback (sample study of 15-20)

○ SEO audit

● Roadblocks:

○ Lack of communication from potential customers (fraternities + sororities)

○ Due to coachella festivities, it has been hard to meet/ contact influencers, new leads, and different organizations

Sprint Updates

Social Media

Appendix

APPENDIX

Extra Credit Assignment

How to Optimize Discoverability

2. Search for your target audience using

hashtag searches and follow them first

a. Don’t just wait for people to find you,

find them first!

b. Increase transparency of brand,

products, and mission

c. Use locations to find customers

d. Like potential & loyal customer photos

Social Media

How It’s Worked For Us

We began our Instagram campaign with

roughly 1400 Instagram followers.

a. After a month, we have 3,093 followers

b. Our average number of likes have

increased by about 130~140

c. People start tagging their friends

(people that also got into USC) → New

followers → CONVERSIONS!

d. We are engaging more of our user base

by uploading anywhere between 2-5

photos daily.

e. Decrease bounce rate because we are

targeting our perfect potential

Social Media

Created Contact

Database

Social Media

USC Fraternities & Sororities

MEDIA LIST CREATION & APPROACH

College Students


Bloggers & Influencers


Press & Media Universities

MEDIA LIST CREATION & APPROACH Media Contact List

Approach:

1. Person in charge - Initial Contact (In person, email,

facebook, instagram)

2. Ask person in charge of Apparel - Fill database

3. Send press & 30 second pitch of our services

4. If relevant, send Package (slides, sheet of information,

contact info)

5. Follow up - call to answer any questions

6. Finalize the order


Press Release - College Students

Hey Students,

Tired of the same overpriced bookstore apparel? Tired of the same traditional

styles? Check out the brand that is redefining college lifestyle @HypeandVice.

Not only does Hype & Vice brings quality at an affordable price for students, but

also designs comfortable and trendy apparel. Get Hyped! Show your college spirit

differently. Check out our website www.hypeandvice.com or follow us on

instagram @hypeandvice

Best,

Hype & Vice Team


www.hypeandvice.com

Press Release - Bloggers

Hey _____,

Your blog has caught our attention! We love your style, pictures and content. We

are a lifestyle brand that designs college apparel for students. I think there is

great potential for us to work together since your ____ aligns with our company’s

vision. We would love to send you for information about it or set up a phone call

to establish how we can support one another.

Have a great day.

Hype & Vice, LLC


Press Release - University Clubs

Hey ___ ,

We are a college apparel brand called Hype & Vice. We are currently started working with university

clubs to help them out with any clothing orders. Our manufacturing plant is in Tijuana so we are able to

get low prices and access to high quality materials. We create the design for you, you approve it and

your order is at your door in less than a week! Now you can check this of your list immediately! We

would love to work with you branding your chapter at USC.

Please let me know if you are interested so we can send you more information about specific pricing and

our discounted packages.

Best,

Hype & Vice Team


Press Release - PressDear _____,

My name is ____ and I am the PR director of the startup brand called Hype & Vice. We were founded by

2 current college students at USC and FIDM, who had a vision of creating a genuine college brand. We

provide casual, comfortable, and low cost products for your everyday college student. In an effort to

provide students an alternative to the expensive USC bookstore, we offer customization capabilities at

an affordable price.

Our manufacturing plant is in Tijuana so we are able to get low prices and access to high quality

materials. We create the design for you, you approve it and your order is at your door in less than a

week! We would love to increase our brand visibility around campus and get more involved with the

student body through a press release.

Please let me know if you are interested, so we can send you apparel and more information about Hype

& Vice!

Best,

Hype & Vice Team


Messaging & Positioning - Club

Messaging:

We guarantee quality and demonstrate it

with customer satisfaction, through social

media and viral feedback.

We are differentiated by price, which sends

a message that we are trying to support

price conscious college students.

Our proof and evidence comes from

customer satisfaction.

Positioning:

We are a genuine college brand started by

students, for students.

We provide affordable and trendy clothing

that represent a Cali vibe lifestyle.

Our mission is to become the face of college

clothing, and become a recognizable

name in apparel suited to collegiate

activity.

MESSAGING AND POSITIONING

Content Marketing ChannelsSearch Engine Optimization (SEO)

SEO is important because it increases the

level of traffic to www.hypeandvice.com.

We can increase our SEO by:

Publishing relevant content on the website

on a regular basis

Optimizing the website for keyword searches

Gaining more trusted links connecting to the

website

Optimizing Metadata

Using alt tags

Pay-Per-Click (PPC)

PPC advertising programs are important

because they enable you to display ads in

the sponsored results section of each

search engine’s results page.

We can pay for traffic using the PPC

advertising programs provided by Google

Adwords, Yahoo Search Marketing, etc.

CONTENT MARKETING CHANNELS

http://www.hypeandvice.com

Content Marketing Channels


Content Marketing ChannelsOpt-In Email Lists

Opt-In Emails are typically a sort of mailing

list, newsletter or advertising. These

emails are sent out once a user

consciously signs up to be apart of a

subscription list.

Opt-In Emails can be done through the

website and through MailChimp. Allowing

people to subscribe to an email list would

help us promote our brand and give

customers quality content to view.

Authoring Books/Print Media

For www.hypeandvice.com, we do not need

to author books because we are a fashion

apparel company. We are creating

Lookbooks which will have collections of

photos displaying new products and

student models.

Print Media advertising consists of printing

and displaying news through newspapers,

magazines, brochures, flyers, and more.

We will be using Print Media Advertising

by making flyers and posting them around

campus, reaching out to the Daily Trojan.


www.hypeandvice.com


Supporting/ Sponsoring Events

Our Hype & Vice team is looking to sponsor upcoming

game day tailgates on campus. We are planning

on having a Hype&Vice tent, and will hand out

Hype&Vice printed water bottles for free.

We are also looking to potentially sponsor an event

for the USC fashion club.

Sponsoring events will help Hype&Vice have a

stronger brand name and presence on college

campuses

Press & Public Relations

Press & Public Relations are crucial to the successful

growth of Hype&Vice. Getting good press

coverage for the website, the products, and the

company vision and goals will help the

strengthen the brand reputation; ultimately

increasing the consumer base and sales in the

long term.

We plan on building our Public Relations by reaching

out to on campus organizations, creating a

College Ambassador program at other schools,

and conducting email and in person outreach

efforts with social influencers, bloggers, and

fashion news websites.


Content Marketing ChannelsThought Leadership

Thought leadership is a type of content

marketing where you “tap into the talent,

experience, and passion inside your business

to consistently answer the biggest questions

your target audience has.”

Thought leadership is important for Hype & Vice

because we want to understand our target

audience as well as possible, and cater the

website content and company products to

the preferences of our customers.

Using thought leadership, we can provide the

best and deepest answers to our customer’s

biggest questions, in a user friendly format.


Community Building

Community Building refers to capturing an online

community of customers by providing them with

informative and entertaining content that

connects people who share a similar interest and

passion for college fashion. We will be building

our online community by developing a Hype &

Vice blog and posting content specifically

targeted for college students. This includes

articles about culinary, travel, fashion, music,

lifestyle choices, and motivation, just to name a

few.

Content Marketing ChannelsInfluencer Outreach

Influencer outreach refers to contacting social

influencers on Instagram or reputable fashion

bloggers, etc.

One way we want to increase our brand reputation

and visibility, is by contacting social influencers

who are willing to wear our clothes and give us a

shout out or mention us on their social media

accounts.

We plan on targeting college influencers, such as

current students, or recently graduated alumni

who have a strong presence on social media.

This way, the word of mouth advertising

amongst different social groups around campus

Blogging

Blogging refers to writing content on a public

webpage that will help engage the audience.

Our Hype&Vice team is planning on creating a

blog which will be consistently updated with

different articles and content that college

students would be interested in.

Blogging can be a great method for our target

audience to get to know the Hype&Vice

team, and vice versa.


Earned Social Media

Earned media is essentially online word of

mouth, usually seen in the form of 'viral'

tendencies, mentions, shares, reposts,

reviews, recommendations, or content

picked up by 3rd party sites. One of the

most effective driving forces of earned

media is usually a combined result of

strong organic rankings on the Search

Engines, and content distributed by the

brand.



Organic App Store Visibility

Organic app store visibility does not apply to

our brand because we are too early in

development and dont have the resources

to build a phone app.

Video Content

Video content is an important marketing

channel because it gives life to a company

and its products or services. We want to

engage our audience and truly capture the

lifestyle of college students through a fun

and relatable video. Our Hype & Vice

products will be featured in the video, and

it will help us promote our brand.

Having a video will also help us when

reaching out to influencers, PR websites,

and social influencers.


Content Marketing ChannelsWord of Mouth & Viral Marketing

Word of Mouth and Viral Marketing are both

important marketing channels because it is the

most effective method of gaining customer trust

and loyalty while increasing brand recognition

and reputation. Word of mouth advertising is

important for our brand since we are a college

brand and need to spread the word of our

company throughout campus. Friends telling

their friends about Hype & Vice would a great

way to go viral around campus.

Content Creation & Marketing

Content creation and marketing are important for

keeping customers engaged, updated, and

ultimately loyal. If you are making good content,

which caters to your target audience, more

people will be inclined to tell their friends about

the company and buy Hype & Vice products.

Content Marketing ChannelsPublic Speaking

Public Speaking is a critical component of

increasing Hype & Vice’s brand visibility

around college campuses. Every member

of the team, including future college

ambassadors, need to be good public

speakers and need to be able to represent

Hype & Vice wherever they go.

It is important that every member of the team

be able to pitch the company with passion

and enthusiasm. This way, the current and

potential customers remember the brand

and trust in the quality of the products.

Crowdfunding

We do not need crowdfunding because we

have already accumulated 4 months of

sales. We have been reinvesting our

earnings into expanding company

operations to other schools and

manufacturing a wider variety of products.


Appendix II:

One Pager

describing

Business

APPENDIX

Persona - Incoming Student SARAH

Sarah is a 18 year old incoming freshman

She was born and raised in Orange County

She is a Social Influencer

She is social, fun and smartInterests

She is passionate about cinema

USC was her #1 school choice

She is excited to attend USC and go to the

the football games

She is hyped about rushing a sorority in the

fall

Goals

Sarah wants to work in the entertainment

industry - editing movies

She wants to graduate with a high GPA to be

able to attend graduate school and

specialize in editing

She wants to have a strong network in the

industry

Behaviors

She spends at least 2 hours on instagram

Sarah is very active on social media ( she

has an account for every channel)

She spends a lot of time online shopping for

the latest trends

TARGET MARKET IDENTIFICATION

Messaging:

To advertise effectively to the incoming

students, we want to be well represented in

social media as the face of college apparel.

Because the incoming students have the least

USC clothing as they are only in their first year,

we want to stand out and be the go to option

for gameday apparel.

Positioning:

We are a genuine college brand looking to expand

through word of mouth and press coverage.

Our current marketing segmentation includes the

students of USC who love school apparel and are

price conscious.

We want to be recognized as the go to brand for

buying cool new school apparel and emphasize

the affordability of our products as compared to

those in the USC bookstore.

We want to make it clear that we are college

students too! We want to be approachable and

relatable. We want to provide content that will

interest new students and get them hyped for

college.MESSAGING AND POSITIONING

Messaging & Positioning-Incoming

Outreach- Incoming Student

Methods:

1) Go to Facebook and join the USC Class of 2020 group.

a) Draft promotional campaigns and marketing content catered for incoming Freshmen. For

example, reiterating the high quality, affordability, and chill SoCal fashion Hype & Vice

products provide.

2) Call the Ronald Tutor Campus Center and book tables for in person marketing campaigns on

Orientation days. Bringing various products, personalized banners and promotional equipment,

and flyers to post around campus.

3) See if any younger friends are coming to USC next year and get them hyped on USC and on

Hype & Vice. Get them to wear the clothes around campus and tell their friends how

comfortable and cheap their clothes were.


Persona - Current Student/University Club TOM

Tom is a 21 year old junior at USC

He was born and raised in Westwood

He is a surfer and loves outdoor activities

He majors in Business Administration

Low budget student

Interests

He is the VP of the surf team

He interns at a Real Estate startup in Santa

Monica

He loves hiking, hanging out with friends,

going to the beach, traveling,

skateboarding, and watching sports

He is in the business fraternity

Goals

Tom wants to work at one of the big four

accounting firms when he graduates

He wants to go to get an MBA

He wants to live in Newport Beach

Wants to build a strong network

Behaviors

He spends a good amount of time on social

media ( mainly instagram)

He follows some college accounts ( college

weekly)


Persona - Influencers LAUREN

1. Lauren is 24 years old and she is an alumni from

USC

2. Third generation trojan

3. Originally from Los Angeles

4. She loves the Cali vibe

Interests

1. She currently works as an actress for a new show on

HBO

2. She was in a sorority back in college

3. She has over 400k followers on instagram

4. She has a lot of connections because she is in the

industry

5. She is very interested in fashion

Goals

1. Lauren wants to be a lead actress for a movie on

the long term

2. She wants to build a bigger network and a

stronger fan base

3. She wants to be more recognized in the industry

Behaviors

1. She instagrams 3 pictures a day

2. Very strong presence on all social media

channels

3. She always posts about her school and attending

football games


Messaging & Positioning - Blogger

Messaging:

Through online activity, the Hype and

Vice brand shows it’s social media

presence is huge.

Being involved in college events all

around town with affordable

clothing creates a great image for

the company.

Demonstrate the benefit of

representing your college through

your apparel.

Positioning:

We are a genuine brand developed by

fellow trojans.

We provide high quality and high

fashion clothing at an affordable

price for people who want to

represent their college.

The reputation we are creating has a

heavy presence on social media.


Persona - Press JACOB

Jacob is the editor in chief at the Daily

Trojan

He is a senior at USC majoring in journalism

He is very active on campus activities

Interests

1. He is very passionate about journalism

2. He is up to date with any news around the world

3. He is highly motivated to inspire students to read

the news

4. Interested in startups and successful entrepreneurs

Goals

Jacob wants to work at LA times when he

graduates

He wants to focus on writing about startups

He wants to be a famous writer and write

books one day

Behaviors

Always reading the newspapers

Not so active on social media, however, if

an account interests him he would really

pay close attention


Messaging & Positioning - Blogger

Messaging:

With a high level of social media

presence, this company becomes an

engaging part of college lifestyle.

By differentiating from the bookstore’s

selection, the brand develops it’s

own collegiate identity.

Promising high quality fashion at

affordable prices beats competitors.

Positioning:

We are a genuine college brand made

by students, for students.

Founded by two entrepreneurs in

college, this brand represents the

“young and free” college lifestyle.

With a high level of social media

presence, this company become


Documents

FINAL - Group Project