final - group project
TRANSCRIPT
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
CHANNELS & CAMPAIGNS DEPLOYED
CHANNELS & CAMPAIGNS DEPLOYED
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
CHANNELS & CAMPAIGNS DEPLOYED
=CONVERSIONS!
Examples- #USC2020 CUSTOMERS
CHANNELS & CAMPAIGNS DEPLOYED
Incoming Freshman Metrics
Demographics
Overall Business Performance
Involvement with the Students
CHANNELS & CAMPAIGNS DEPLOYED
Students representing our brand on
social media
CHANNELS & CAMPAIGNS DEPLOYED
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
Overall Lessons Learned
-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 Lessons Learned
Overall Results - Influencers
Overall Lessons Learned
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
MEDIA LIST CREATION & APPROACH
Bloggers & Influencers
MEDIA LIST CREATION & APPROACH
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
MEDIA LIST CREATION & APPROACH
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
MEDIA LIST CREATION & APPROACH
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
MEDIA LIST CREATION & APPROACH
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
MEDIA LIST CREATION & APPROACH
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
MEDIA LIST CREATION & APPROACH
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
Content Marketing Channels
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.
CONTENT MARKETING CHANNELS
Content Marketing Channels
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 CHANNELS
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.
CONTENT MARKETING CHANNELS
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.
Content Marketing Channels
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.
CONTENT MARKETING CHANNELS
Content Marketing Channels
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 CHANNELS
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.
CONTENT MARKETING CHANNELS
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.
MESSAGING AND POSITIONING
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)
TARGET MARKET IDENTIFICATION
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
TARGET MARKET IDENTIFICATION
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.
MESSAGING AND POSITIONING
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
TARGET MARKET IDENTIFICATION
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
MESSAGING AND POSITIONING