Skillshare/Vastrm final assignment

VastrmSkillshare Assignment- Carla Hizon

Brief Recap

The Product

The Opportunity

The Audience

The Insight

The Proposition

Plan of Attack

The Numbers

BRIEF RECAP

Business Problem

Consumers are unaware that Vastrm exists

Objective

Drive 100k people to the Vastrm website by June 2013 to learn more about the product

Budget

$20k

THE PRODUCT

VastrmCustom polo shirts fit for your shape

Solves the problem of bad fit through TRUE customisation (not just colour and design)

Determine and save your ‘Vastrm fit ID’Try on samples at home

Common, standard item of clothing

Origins lie in traditionally upper class sports (tennis, polo, golf), casualising the sport’s attire for more comfort

Features (breathable material, short sleeves, pique collar) allows for ease of play, movement and comfort

The polo shirt

Source: Wikipedia

From its sporting origins, the polo has become the unofficial standard for ‘business casual’

Used for uniforms across a number of sectors e.g. semi-professional industries, retail, trade and maintenance, schools

Common giveaway during events and promotions

The go-to option when a t-shirt is deemed too casual

Brands from Sears and Kmart, to Ralph Lauren and Lacoste feature a polo shirt within their product lines

This vast spectrum is testament to the shirt’s widespread appeal and saturation

Source: Twitter Advanced Search

So if a polo shirt is so easy to come by, why bother with ‘custom fit’ polos?

Why is custom fit so appealing?

Custom fit implies that a garment is tailored

Which creates an opportunity to appeal beyond a product’s rational benefits

The polo as we know itComfortable

Allows for ease of movement and flexibility

Can be worn to work because it counts as ‘business casual’

Is easily available and comes in a range of sizes and colours

If I buy a Lacoste or Ralph Lauren polo I still associate myself with luxury brand names

THIS IMPLIES

EVERYDAY COMMON STANDARD MASS UNIFORM

The appeal of custom fitSynonymous with tailored suits and shirts

One-off garment, specifically sized for your body

Allows for personalisation

Creates additional value, there is a perceived level of craftsmanship that people are willing to pay for

THIS IMPLIES

INDIVIDUAL SPECIAL TAILORED

THE OPPORTUNITY

POLO SHIRT

everyday

common

standard

a mass uniform

CUSTOM FIT

individual

special

tailored

Perceptions of polo shirts don’t match the concept of custom fit.

OPPORTUNITY:

To solve the business problem, we need to resolve the disconnect between ‘custom fit’ and Vastrm polo shirts.

THE AUDIENCE

Currently defined as...Corporates and golfers

25-35 years old

Predominantly male

Source: Vastrm Website and Facebook Page, Google AdPlanner ‘Men’s Clothing’ and ‘Golf’

BUT...

To achieve our objective we need to reach out to a wider audience.

The current audience are also being targeted by established brands who currently dominate the polo shirt market. Their big budget’s dictate that we need to look for a new audience.

Source: Qantcast

LacosteTargeting similar audience of older, more affluent adults

Source: Qantcast

Ralph LaurenTargeting 25 years old and older, affluent adults

POLO SHIRT

comfort

ease of movement

breathable material

multi-purpose- for work and social uses

CUSTOM FIT

individual tailoring to fit body shape and size

allows for personalisation

We need an audience segment that desires the benefits of the polo shirt AND a custom fit.

We know interest in custom polos is growing

And those seeking tailored clothing share similar demographics to the current audience

Source: Google Trends, Google AdPlanner ‘Men’s Clothing’ and ‘Suits and Business Attire’

Enter... The Big Man

The target audience have been selected based on the key problem Vastrm solves.

The problem of FIT.

2 in 3 Americans are overweight or obese. 74% of this population are male.

These big men also tend to be in slightly higher income jobs so don’t alienate current corporate audience segment.

By targeting based on pure physicality, we have the numbers to create increased awareness for Vastrm.

Source: NCHS 2010, NIDDK 2010-2012

THE BIG MAN- THINK

Big Men perceive themselves as either

‘BIG = I’m fat’ or ‘BIG = I’m a bull’

The first is unhappy with their size and are focused on weight loss.

The other are coming to accept their size, finding a sense of pride in their shape.

Source: ‘The Fat Man Walking’ Website, ‘The Fat Lazy Guys’ Blog, Big Fat Blog

THE BIG MAN- FEEL

Irrespective of the way big men perceive themselves, they are tired of the miracle pills, fad diets. Both feel a pressure to lose weight or appear smaller in size.


THE BIG MAN- DO

Fashion does not favour the big man. Shopping is hard and means automatically reaching for the standard XL or XXL, which may not always flatter their shape.


THE INSIGHT

CONTEXT OF THE BRIEF

Associate Vastrm polo shirts with the concept of custom fit

CURRENT BEHAVIOUR

Big men automatically reach for the XL or XXL when buying clothes

INSIGHT

Big men don’t know how to style for their body shape because they buy to hide their size.

THE PROPOSITION

INSIGHT

Big men don’t know how to style

for their body shape because

they buy to hide their size.

BRAND

Solves the problem of bad fit through TRUE customisation.

DISCOVER YOUR TRUE FORM

DISCOVER YOUR TRUE FORM

POLO SHIRT

comfort

ease of movement

breathable material

multi-purpose- for work and social uses

CUSTOM FIT

individual tailoring to fit body shape and size

allows for personalisation

try on samples at home

&

For the big man, Vastrm polo shirts combine the benefits of the polo shirt and the concept of custom fit.

PLAN OF ATTACK

Strategy

THE VIRTUAL TAILOR FOR THE BIG MAN

Within the limited clothing choices that exist for big men, the polo shirt provides neutral ground. It’s style provides some structure of big men, that’s more forgiving than a t-shirt.

As the majority of the audience cannot afford to regularly buy Ralph Lauren and Lacoste (brands known for their tailoring and status), big men are left with low to mid tier brands that provide standard-sized, big-as-a-blanket polo shirts.

Big men aren’t going to pay for a shirt that reinforces ‘fat’.

Vastrm will become the champion for big men.

The brand will be positioned as the virtual tailor, providing cost effective polo shirts that are crafted to truly fit our target’s shape.

Creative ideaBIG MEN BODY SHAPE SCALE

Women know what shape they are- apple, pear, hourglass, triangle or diamond.

Men aren’t given as many options.

Apparently there are 3 main types, and big men are all categorised under ‘endomorphs’. Translated, its just ‘big’.

Source: ‘Muscle and Strength’ Website

We will develop a new body shape scale for big men, capturing the nuances that exist within their bodies. By doing so we will help them determine the styles and fit that will work best for them.

The new scale will be developed exclusively for Vastrm and will be incorporated into the existing ‘Fit ID’ system. The scale will use names such as ‘bear’ and ‘bull’ to describe body types/features.

Through the new Vastrm body scale we will instil a sense of pride, individualism and confidence within our audience. By doing so we give back their vanity and help them to discover their true form.

Budget considerationsWe need to solve and achieve the following:

Brand Problem- Consumers are unaware that Vastrm exists

Business Objective- Drive 100k people to the Vastrm website by June 2013 to learn more about the product

Communications Objective- Associate Vastrm polo shirts with the concept of custom fit

HOWEVER

We cannot achieve this based on the $20k budget. What follows is what can be implemented within budget and what is over and above.

$20k Budget

Due to the limited budget, the activity outlined (based on the $20k budget) can only deliver an estimated 20 - 30k visits to the Vastrm website.

Big comes in many forms (Jan-Feb 2013)

Finding my true shape(Mar-May 2013)

Buying for my true shape(May-Jun 2013)

Launch of the Vastrm body shape scale.

Seed messaging that big doesn’t just mean ‘fat’ and that a tailored fit exists for big men through Vastrm custom fit polo shirts.

Showcase each of the Vastrm big men body shapes.

Provide tips on how to dress better for big men and how Vastrm shirts are suited to big men.

Facebook promotion will encourage trial.

Reinforce messaging that Vastrm is custom fit. All messaging to include price points.

• Launch of refreshed website• Influencer outreach

• Blogger outreach• Facebook promotion (product

giveaway) and advertising• Refreshed website to facilitate

purchase

Big Men who are currently limited to buying XL or XXL

Purchase a Vastrm polo with the knowledge that it

truly fits their shape.

Digital ecosystemVastrm WebsiteShowcase the new body shape scale.Messaging and copy updated.Fit ID fuctionality will incorporate the new body scale

Influencer OutreachThe body shape scale will be seeded to influential bloggers )either on a weight loss journey or showing ‘big’ pride). Bloggers will have first access to new website and will be provided with product to sample. In exchange they are encouraged to provide a write up about the experience and Vastrm.

Activity to drive traffic back to website

1. BIG COMES IN MANY FORMS

Vastrm Website

Influencer Outreach


Facebook PromotionFacebook promotion will promote different body types. Entries based on “Show the outfit that makes the best out of your least favourite body part”

Vastrm url will be provided as a further reference point.

Facebook AdvertisingComplementary ads will drive competition entries Activity to drive to

Facebook promo app

2. FINDING MY TRUE SHAPE

FB content during promotion period will drive traffic to website to explore the Vastrm body scale in more detail.

Vastrm Website

Facebook Advertising

3. BUYING FOR MY TRUE SHAPE


$70k Budget

To increase the viability to reach the 100k visit target, an increase in budget is recommended. This allows for richer and increased activity during the proposed time period, predominantly through the inclusion of an exclusive partnership.

Big Men who are currently limited to buying XL or XXL

Purchase a Vastrm polo with the knowledge that it

truly fits their shape.

Big comes in many forms (Jan-Feb 2013)

Finding my true shape(Mar-May 2013)

Buying for my true shape(May-Jun 2013)

Launch of the Vastrm body shape scale.

Seed messaging that big doesn’t just mean ‘fat’ and that a tailored fit exists for big men through Vastrm custom fit polo shirts.

Showcase each of the Vastrm big men body shapes.

Provide tips on how to dress better for big men and how Vastrm shirts are suited to big men.

Facebook and Jenny Craig promotion will encourage trial.

Reinforce messaging that Vastrm is custom fit. All messaging to include price points.

• Launch of refreshed website•Sponsorship with Jenny Craig for Men• Influencer outreach

•Sponsorship with Jenny Craig for Men• Blogger outreach• Facebook promotion (product

giveaway) and advertising

• Facebook advertising• Refreshed website to facilitate

purchase

Digital ecosystemVastrm WebsiteShowcase the new body shape scale.Messaging and copy updated.Fit ID fuctionality will incorporate the new body scale

Influencer OutreachThe body shape scale will be seeded to influential bloggers )either on a weight loss journey or showing ‘big’ pride). Bloggers will have first access to new website and will be provided with product to sample. In exchange they are encouraged to provide a write up about the experience and Vastrm.


Jenny Craig For Men Exclusive SponsorshipExclusive partnership developed with Jenny Craig for Men, will allow access to the target audience who are in the process of loosing weight and will require new clothes with better fit.

Partnership will introduce the Vastrm body shape scale to the Jenny Craig community through shared content with JCFM existing paid media channels.


1. BIG COMES IN MANY FORMS

Vastrm Website

Influencer Outreach


Activity to drive to Facebook promo app

Facebook Promotion

Facebook Advertising

Jenny Craig For Men Exclusive SponsorshipPartnership will continue, where exclusive promotion to the JC4M community will have the opportunity to win product.

2. FINDING MY TRUE SHAPE

FB content during promotion period will drive traffic to website to explore the Vastrm body scale in more detail.

Vastrm Website

Facebook Advertising All activity to drive back to website

Jenny Craig For Men Exclusive Sponsorship

3. BUYING FOR MY TRUE SHAPE

THE NUMBERS

What will success look like?

Increased visits to the Vastrm website

Increased awareness of the Vastrm brand

Big men connecting the concept of custom fit with Vastrm polo shirts

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

RETENTION

20. 000 visitors to the Vastrm website3,333 visitors to the Vastrm Promo App from Facebook Advertising

1,000 entries for our Facebook promotion

4,166,250 impressions from Facebook Advertising (driving to the promo app)5 articles in relevant blogs and websites

1,000 purchases of the product

Our Facebook community has doubled. With a 5% weekly interaction rate.

Vastrm begins to become the polo of choice for big men

$20K BUDGET

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

RETENTION

100. 000 visitors to the Vastrm website3,333 visitors to the Vastrm Promo App from Facebook Advertising2,000 entries for our Facebook and Jenny Craig for Men promotions

4,166,250 impressions from Facebook Advertising (driving to the promo app) 8 articles in relevant blogs and websites

1,500 purchases of the product

Our Facebook community has doubled. With a 5% weekly interaction rate.

Vastrm becomes the polo of choice for big men

$70K BUDGET

Budget- $20k

Website Refresh- $8k(including creation of body shape scale, update of messaging and update of Fit ID functionality)

Influencer Outreach- $4k

Facebook Promotion - $4k(including community management, product giveaway, promotion app)

Facebook Advertising- $4k

Budget- over and aboveWebsite Refresh- $12k(including creation of body shape scale, update of messaging and update of Fit ID functionality)

Sponsorship with Jenny Craig for Men- $40k(includes exclusive partnership, content collaboration and access to Jenny Craig male audience)

Influencer Outreach- $10k

Facebook Promotion - $4k(including community management, product giveaway, promotion app)

Facebook Advertising- $4k

TOTAL= $70k

In summary

Consumers don’t know that Vastrm exists

BUT to raise awareness we need resolve the disconnect between polo shirts and the concept of custom fit

Vastrm solves the problem of bad fitting polo shirts

For big men who have only ever bought XL and XXL, Vastrm allows them to discover their true form

Documents

Skillshare/Vastrm final assignment