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GEORGE.
SOUNIA.
TIFFANY.
HANNAH.final presentation.
want to know more?come on a ride with us.
WHO ARE WE?We’re a team of passionate professionals dedicated to cycling culture, products, and community.
Located on 16th and U St. in Northwest Washington DC, we set up shop in an unbeatable location, surrounded by creative people, hungry to bring sustainability to the roads of our nation’s Capitol.
The shop offers bikes, bike parts, rentals, and repairs for local bike owners. The focus, however, is on road/outdoor cycling.
Hip and modern, the store does not discriminate on who comes in our door.
If you love cycling, we’ll help you find your speed – bespoke style.
CLIENTELE• Beginner to seasoned cyclist• Ages 18-60• Recreational cyclist• Local commuters• Green consumers
STRENGTHS• Prime location• Quality bikes and equipment• Culture of excellence + loyalty to customers• Passionate• Local• Hip-factor
OPPORTUNITIES• Demographics – unique client base• Poor customer service by competing shops• Developing a brand around a burgeoning neighborhood• Targeting metro riders
THE BRANDTHE LOOK - Visual identity
Logo and logo usageColor paletteTypography
THE FEEL - PersonalityAttributes
THE MESSAGE - MessagingTaglinesKey messaging
THE LOOKLogo – “made to order”
Serious and bold + playful and funThe bike was incorporated in to visual convey an inviting to ride with us
Color Palette – goldenrod + greyGoldenrod is fun but subdued and sophisticatedGrey is reminiscent of the most foundational part of a bike – the frameSimilar to the cyclist – a quiet type of racer – this palette is sleek but strong
TypographyThe type’s simple lines are charactertistic of the dynamics of a bikeLetters are lowercase - inviting casualness and removing pretentiousness and traditional
grammar
THE FEEL
TailoredAuthentic
TrustworthyReliable
Intentional
THE MESSAGE bespoke is a haven for bike lovers. More than a bike shop. Guided by
simplicity.
Environmentally friendly.Downright obsessed with bikes.Committed to community, cycling culture, and customer service.Truly believe that relationships sell more bikes than a good sales pitch.We’re your neighbors, and we want to keep it that way.
“What’s your speed?” – our tagline reaffirms the idea that bespoke is tailoredand specific to our customers.
beSOMETHING
300 x 600
720 x 300
336 x 280
WEBSITEwww.bespokedc.net
SOCIAL MEDIA
Facebook www.facebook.com/bespokewashingtondc
Twitter@DCbespoke
Instagram@bespoke_DC
ENGAGEMENT STRATEGY
Strategy 1: beSEENStrategy 2: beVOCALStrategy 3: beSOCIAL
STRATEGY 1:Print ads in the following magazinesWashingtonian MagazinePreventionWashington PostBicyclingCycling Times
Wall billboards/posters in Washington Area Metro Transit Stations – focused on beMOBILEFocused on our commuter audiencePlaced at U St. Metro + Dupont Circle Metro Stations primarily
Mobile billboard on Metro Bus lines 90, 92, and 93 (U Street-Garfield Line)Billboards on these lines will be engage thousands of people dailyTravel between multiple neighborhoods, including 16th St., Adams Morgan, Florida Ave., and Eastern Market
STRATEGY 2: Street Team MarketingRecruit young, energetic team of bike enthusiasts + bespoke employeesFocused on word of mouth marketingPostcard style collateral promoting website and social media accounts – card gets them free gift in storeHave a presence at fitness/health/wellness festivals or social events in town
Radio spot with local radio stations15-30 second radio ad during first 6 months of openingTarget the following:
WTOP – Washington’s top news stationWHUR-FM – Howard University’s radio stationXM Satellite RadioWGTB – Georgetown University radio stationAd spots on Pandora for locals with Washington area zip codes registered to their accounts
STRATEGY 3: Presence on social media sites, including Facebook, Twitter, Instagram + websiteTeam will be responsive to customer feedbackConnect, communicate, and engage with customers as well as promote content in store and online to tie networks to the store’s daily, weekly, and monthly happeningsSetting community goals + sponsoring community events and social media giveawaysDevelop relationships with local bloggers and local online influencers to drive positive reviews + contentCreate a rewards program designed around customers earning points
Grand Opening + 6th Month Anniversary/Appreciation EventsHost a grand opening event to celebrate the store’s opening + throw a party to celebrate the 6 th month anniversary of the store being openedBlock party style – music, games, food on behalf of the bespoke teamAdvertisement done via social media, the website, and the street team
Q&AASK AWAY