Fletcher KeeleyAnita LombriCarter Ivey

Tom Merrick

Preview

• Define the Problem• Review the History• Analyze Product Evaluation and SWOT• Define the Target• Assess the Research• Discuss Creative Executions in regards to: - Content Driven Social Media - Budget

The Challenge

The Challenge- Brand Activation- Ultimately: Drive target

to website

The Brand Today- Dress well- Do Right- Enjoy life

The Target- Men age 25-34- Completed transition from

bro lifestyle to principled man w/ respect for his art of relaxation

The Experience- Symbiosis of

product quality and values

The History

Product/Service Evaluation• Distinction from other Brands• Unique Features• The fusion of classic style and progressive elements- Not an over-idealized brand image- Emphasis on truly relaxing and looking good- Fantastic Customer Service

SWOTStrengths Weaknesses

• Product Quality• Customer Service• Consumers Like The

Product• Online Presence• Uniqueness

• Recognition• Price Point• Financial Resources• Low Market Share

Opportunities Threats

• Differentiation Potential • Digital Media • Local Growth• Word Of Mouth• Growth Potential

• High Brand Loyalty• Competition• Saturated Market• Consumer Preferences

Target

Criquet Shirts Vs. Competitors

Who Wears Criquet Shirts?“Dad”“

Tapping into the Minds of the ConsumerBrand/Image Association What Do You Notice About The CRQT Shirts?

“the pocket”“The number of buttons”

“Good/ Modern Stitching”“Collar Stays”

“Stitching Across The Back”“Lighter Feel”

“Cocktail Recipes'”

“Tennis, Frat, International”

“Same as Polo, Entry Level Fashion, Generic, Can’t see without small logo”

“Preppy, Fraternity, Mass Produced, Generic, Snobby”

“golf Course Casual, A little bit Bolder, Vintage, Classy, Distinct “

Research Findings

Differentiation is the key

Brand Associations

What was noticed about the player’s Shirt?

Why No Big Event?

Why Social Media Targeting?

Research Findings

The Criquet Man

You, the Criquet Man, are self-confident in your skills and consciously respectful of those who also give a damn about

what they do, whatever that may be. For this reason, you are a man of principle, a man dedicated to developing yourself and your art of relaxation—for you know that the only way to truly

relax is after all the work is done, and done well. Similarly, Criquet Shirts has spent the time making the highest quality

cotton shirts so you can fully relax while naturally looking great.

The Criquet Men

BudgetCategory Item Cost Total

Web

Facebook $23,333

Instagram $23,333

Twitter $10,000

Google Adwords

$23,333

$80,000

Content

Video Content

$15,000

Picture Content

$5,000

$20,000

$100,000

Social Media

Social Media

($80,000)

Website Traffic

Selling Shirts

Awareness

Instagram ($23,333)

Content ($20,000)

Facebook ($23,333)

AdWords ($23,333)

Twitter ($10,000)

Expected ROIFacebook Instagram Twitter Adwords

$/Click $0.40 $0.42 $0.25 $1.50

$’s Spent $23,333 $23,333 $10,000 $23,333

ROI 58,332 clicks 55,554 clicks 40,000 clicks 15,555 clicks

Total Clicks 169,441

Website Conversion

Rate 3%

Shirts Sold 5,083

Expected ROI is $203,329

At $40 of profit per shirt

Recap

Our Team

• Why has my wife forsaken me. I am yay but a penny farthing short of yesteryear’s bullocks. Christ my lord and savior, witness me. God is real. I know he is real. How could he not be real, I’ve been in this ad agency room for over 12 hours, so how could he not be real!!? Is that not proof enough!!!!? AHHHHHHHHH

Speed Dating: Altitude Marketing~We Are Resourceful and We Work Harder to Take Your Brand to the Next Level~

“Aware, Collaborative, Open-Minded, Tenacious Workers” who also know their art of relaxation when the work is done

Mission: We are hard workers who go the extra mile to help and support you accomplish your most

ambitious goalsSpecialization:

Brand Activation, Credibility Issues , Targeting Challenges