F i n a l revised

Hello.

MARY BORNSTEDT

KYLE FORDHAM

LACEY LINK

STEPHANIE PIEL

KATHIA RAMOS

AYAKA TERAKAWA

AGENDA

Executive SummaryBusiness ProblemObstaclesResearch and InsightsCreative ConceptMedia PlanBudgetQ&A

Today we are presenting to you…

We are joining a new but growing market, and need to stand out.

To meet market expectations, we need to reposition the brand.

We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.









We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign.

We will use four media outlets, with a budget of $5,000.

What are we trying to solve?

Joining the growing market.

Lets stand out.


Lets stand out


Lets stand out.


Lets stand out

What’s in the way?

Convenience store item

Unknown market

New and fast growing industry


Unknown market

New and fast growing industry


Unknown market

New and growing rapidly

What do we know?

Family ownedLocally sourcedHandmade Smoked




100% natural ingredients

What did we do?

Primary research:

Forum discussions (10 people)

One-on-one interviews (15 people)

Vendor interviews (4 people)

Primary research:

Forum discussions (10 people)

One-on-one interviews (15 people)

Vendor interviews (4 people)

Secondary research:

Mintel

IBIS World

Nielsen's MyBestSegments

Forbes

What did we find?

Locavores are trending in the U.S. just within the past seven years.

"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015."Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.

Millennials are more willing to invest in brands that support their own ideas and values.

Spenner, Patrick. "Inside the Millennial Mind: The Do's & Don'ts of Marketing to This Powerful Generation." Forbes. Forbes Magazine, 16 Apr. 2014. Web. 12 May 2015.

Jerky is not looked at as a premium item.

"Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.

People under 34 want to buy quality salty goods.


People usually buy jerky for outdoor adventures

"One-on-Ones Interviews." Personal interview. 15 May 2015.

Adventurers tend to be brand loyal to products that are reliable

"One-on-Ones Interviews." Personal interview. 15 May 2015."Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.REI: Vendor Interviews." Personal interview. 15 May 2015.

Packaging design is a key factor in their purchasing decision


Jerky has been just as popular as protein bars

REI: Vendor Interviews." Personal interview. 15 May 2015.

REI associates will sell the products if they like it


Employees will recommend products they like

Columbia: Vendor Interviews." Personal interview. 15 May 2015.Patagonia: Vendor Interviews." Personal interview. 15 May 2015.REI: Vendor Interviews." Personal interview. 15 May 2015.

Being able to see and taste the product increases the consumer’s chances of buying

"One-on-Ones Interviews." Personal interview. 15 May 2015.REI: Vendor Interviews." Personal interview. 15 May 2015.

Because of the growth of the market, stores are producing their own artisan jerky

Patagonia: Vendor Interviews." Personal interview. 15 May 2015.

Who are we aiming for?

Spontaneous adventurers

Outdoor enthusiasts

They go frequently,

but they don’t plan it out.

Who are they?

Men who are modern explorers

Age 25-35Income 50,000-75,000


Age 25-35Income 50,000-75,000

"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.


Age 25-35Income 50,000-75,000

70% of outdoor enthusiasts



Age 25-35Income 50,000-75,000

70% of outdoor enthusiasts


Live in second cities

Drink often

College educated, no kids

Media habits = outdoor

"24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.


Drink often





Drink often





Drink often




Local, quality items

"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015."Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.

Where do they shop?

Here’s how the industry looks

…….

Spontaneous adventurers take their comfort with them;

Prepared for the unexpected.Income 50,000-75,000

Spontaneous adventurers take their comfort with them;

they are always prepared for the unexpected.Income 50,000-75,000

We would like to introduce

The Pacific Northwest is our haven. From Crater Lake to Mt. Rainier, it’s all green space and gray skies. Even our cities are in tune with nature and we treat the land like we treat our people, with respect and dignity. At NW Refuge, we put this same philosophy into crafting our food. Our steak strips are made with 100% grass fed cattle raised on a ranch in Hubbard, Oregon. We use sustainable practices to create a snack built to sustain you on your greatest adventures. Venture out. Find your refuge.

Comfort when things get rough


Authentic to the PNWSustainableTake it with youEven in the worst situations




Different flavors for different adventures

How can we connect?

Our story.

To reach our adventurers…

20 social influencers

20 canteens

100 matchbooks

20 whistles

20 packages of steak strips

Countless adventures

Adventurers

Inspire

Audience

Adventurers

Inspire

Audience

Adventurers

Inspire

Audience

Letter:

Tell our story

Letter:

Tell our story.

Dear influencer,

“We’ve noticed that you love adventures too”

We’re big fans of your work, and we would love to send you our survival kit.

“We’ve noticed that you love adventures too”

“We’re big fans of your work, and we would love to send you our survival kit”

As a token of appreciation

Help us promote our story

For your next adventure



For your next adventure



For their next adventure

Survival kit:

Essentials for every adventure

Survival kit:

Essentials for every adventure.

Where can you find us?

Face-to-face:

Saturday marketBeer festival

Face-to-face:

Saturday marketBeer festival

Face-to-face:

Saturday marketFestivals

Spring Beer & Wine Fest

Brewfest

Portland Craft Beer Fest

Oregon’s Brewer Fest

North American Organic Brewer’s Fest

(July)

(Apr)

(July)

(July)

(Sept)

What’s the schedule?

OREGON BEER FESTIVALS

JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY

Here’s how we’ll measure our success

Increase likes on Facebook by 10x

Increase in sales during events

We have $5,000.

Recommendations:

REI distribution

Online optimization

Let’s put it all together

Spontaneous adventurersPrepared for the unexpected

NW Refuge


NW Refuge


Website

Social media

Social influencers

Events


Seek your refuge

Thank you


Columbia: Vendor Interviews." Personal interview. 15 May 2015.

"Forum Discussion." Personal interview. 15 May 2015.

"Meat Jerky Production Industry." IBIS World. IBIS World, 2015. Web. 15 May 2015.


“Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.

Patagonia: Vendor Interviews." Personal interview. 15 May 2015.



Spenner, Patrick. "Inside the Millennial Mind: The Do's & Don'ts of Marketing to ThisPowerful Generation." Forbes. Forbes Magazine, 16 Apr. 2014. Web. 12 May 2015.

Questions?