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  • ROWDYThe

    Collectionby RONDA ROUSEY for OPI

    Jack Blaney Allyson Buckmeier Holly Moody Jade Parker-Warner

  • TABLE OF CONTENTS

    Overview Collections Colors

    Situational Analysis Communications Goals

    Communications Objectives Strategic Considerations

    Strategic Recommendations Public Relations Tactics

    Media Events Timeline

    Evaluation Media List

  • TABLE OF CONTENTS OVERVIEW OPI Products is excited to introduce The ROWDY Collection by Ronda Rousey, a fresh, unique and stunning line of products inspired by Rouseys beauty and spirit. The ROWDY Collection consists of various nail polish shades that represent the personality and attributes of Ronda Rousey, differentiating the products from preexisting nail polish lines and previous OPI collaborations. The decision to make Ronda Rousey an integral part of the OPI brand was a no brainer. OPI is at the forefront of womens beauty products and has strategically aligned themselves with personalities to sell their products. Celebrities such as Serena Williams and Katy Perry are some of the many individuals who have collaborated with OPI. These previous collections have al-ways demonstrated the lifestyle, work and character of the endorser. The popularity of these nail polish lines has grown tremendously over the past few years due to the impact of these products that touch on numerous industries such as music, athletics and entertainment. Ronda Rousey is currently one of the top mixed martial art athletes in the world. She not only serves as an inspiration to young girls and women who engage in athletic competition but also encourages individuals to follow their passion. She is the first and current UFC Womens Bantamweight Champion, compiling an undefeated record of 10-0. Along the way, she has become a judo champion, earned back-to-back gold medals at the Pan American Championships and a 2008 Olympic bronze medal. Rouseys accomplishments, intelligence and beauty make her an unprecedented force in the makeup industry, uniting different forms of cre-ativity, innovation and strength. There are three main goals that OPI hopes to achieve by introducing The ROWDY Collection. First, this partnership hopes to expand into new areas of the nail polish market. By incorporating Rouseys attributes to the nail polish line, the brand hopes to interact with a new audience. Second, the products hope to inspire women. Rouseys combination of beauty and affiliation with mixed martial arts shows that women can be tough and beautiful at the same time. Lastly, the collaboration hopes to raise awareness of the brand. Bringing in Rousey as one of its newest contributors demonstrates a willingness to go outside the box and incorporate extraordi-nary personalities.

  • Lets Get Rowdy

    Armbar Orange

    Star PowerBlack Belt

    Rontourage

    SmackdownWhat a Knockout

    JUDOnt know who youre

    messing with

    iMMA fighter

    A Perfect 10

    Collection Colors

  • SITUATIONAL ANALYSIS

    Strengths Success in the UFC: Rousey joined the mixed martial arts circuit in 2010 and has

    quickly become the face of female mixed martial arts. She is the first and current UFC Womens Bantamweight Champion. Rousey is an undefeated 10-0, having won eight of those fights using her signature armbar move.

    Celebrity status: In addition to her successful MMA career, Rousey has also been in multiple publications such as ESPN The Magazine and appeared as a guest on Jimmy Kimmel Live! and CONAN. She can also be seen in the films The Expend-ables 3 and the upcoming Furious 7. She clearly has begun to integrate herself into the mainstream and use her talents, beauty and personality to promote her brand.

    Combination of Strength and Beauty: Although Rousey dominates women in the Bantamweight division of the UFC, she can also showcase her beauty. She has previously appeared on the cover of ESPN The Magazines 2012 Body Issue and participated in a photo spread for Maxim. Rousey possesses the unique characteristics of a tough, chiseled fighter but can also display her attributes and sex appeal.

    Weaknesses Target Audience: It may be difficult to sell Rousey as a legitimate spokesman for OPI.

    She has not previously associated herself with the nail polish industry or promoted other womens beauty products. This may be a large hurdle when attempting to push this new line to nail polish consumers.

    Affiliation with the UFC: Since Rousey is so closely associate with the UFC and mixed martial arts, this may limit opportunities to market her products. Although she has been extremely successful and received plenty of attention for her athletic performance, this may overshadow her ability to promote her line to other women.

  • SITUATIONAL ANALYSIS

    Opportunities Bringing an edge to OPI Products: Her reputation as a tough, resilient

    individual would provide a different element to their marketing. There is an untapped market of women who are athletes or active individuals who would respond to an endorsement by Rousey. She would certainly bring an edge to the brand and be a unique spokesman for their nail polish products.

    Remaining relevant in society: At the young age of 27 and barring any serious injury, she will continue to be a force in the UFC. In addition, she has begun to open herself up to other opportunities such as magazines shoots, late night television interviews and acting. She is promoting herself through these various outlets and expanding her brand beyond mixed martial arts.

    Threats Existing nail polish brands: Companies such as Essie, Revlon and Zoya are some

    of the top competitors to OPI in regards to nail polish. These organizations are widely known, distributed and have their own celebrity endorsers for their products.

    Previous OPI celebrity partnerships: OPI has previously teamed up with individuals such as Katy Perry, Selena Gomez and Serena Williams for nail polish collaborations. Expectations will certainly be high for the launch of The ROWDY Collection since these celebrity contributors have set the standard.

  • COMMUNICATIONS GOALS

    1. Establish a social media presence for The ROWDY Collection by OPI Twitter, Facebook, Instagram (Assisted by OPI social accounts & Rouseys

    personal accounts)

    2. Gain national exposure in beauty industry, celebrity athletes and the general consumer base Generate news coverage of the line in beauty magazines, blogs, websites, YouTube

    beauty channels.

    3. Generate web traffic to The ROWDY Collection web page Establish a separate web page for the line via www.rondamma.com. Promote the

    web page via social media channels and promotions.

  • COMMUNICATIONS OBJECTIVES

    SOCIAL Increase Twitter followers to 730K by January 1, 2015 (692K) Establish a Facebook page for the line and generate 10,000 likes (January 1,

    2015) Monitor and increase mentions and photo tags via all social media channels by

    50 percent (January 1, 2015) (Instagram & Twitter) Increase average usage of #RowdyReason hashtag to 200 mentions per day (all

    channels subject to increase during promo events) (February 1, 2015)

    NEWS Gain at least four national news clips (Elle, Glamour, Shape) (January 1, 2015) Book two talk show appearances (Ellen, Today Show) (January 1, 2015) Average three news clips per promotional event or appearance (March 1, 2015)

    WEB Increase click-through rate by 70 percent to rondamma.com/rowdycollection.

    (January 1, 2015) Generate 2,000 promotional subscribers via website. (January 1, 2015)

  • 1. The development of an athletes personal brand has become almost as important as the success on the field. Athletes are becoming more interested in strategically expanding their personal portfolio and associating themselves with specific products and organizations.

    2. Cosmetics is an oversaturated industry with various companies, designs and spokesmen. It is imperative that The ROWDY Collection differentiates itself from OPIs competitors and previous celebrity nail polish partnerships. Rouseys unique characteristics can be used as leverage to increase exposure and awareness of the nail polish line.

    3. Rousey will need to be marketed as a strong, beautiful and inspiring woman. Since she is so closely affiliated with the UFC and mixed martial arts, she must also be portrayed as someone who enjoys cosmetics and fashion. The combination of her profession, personality and looks will need to blended together and capitalized on in order to effectively promote the products.

    STRATEGIC CONSIDERATIONS

  • STRATEGIC RECOMMENDATIONS

    1. With more and more athletes venturing into endeavors outside of their specific sport, Ronda must ensure that she gives as much attention to her new OPI collection as she does to her other projects. She already juggles being a professional champion athlete with acting appearances and charity events, so she has experience in giving her attention to more than one thing at time. If her fanbase and followers feel that she is truly invested in the collection it has a better chance to succeed. She can achieve this by incorporating her new collection into her current projects, and her lifestyle. This means, wearing the colors in her practices, fights, appearances, and on a regular basis.

    3. Highlight and focus on the fact that Ronda is just like any ordinary woman. People like and appreciate when they can relate to a person. If consumers feel that they can relate to Ronda, and her style/personality then they will be more likely to purchase a color from The Rowdy Collection. Advertisements and promotions need to highlight both her strong side as a professional fighter, and softer side as a regular fun-lov-ing California girl. This can be accomplished by a variation of photos displaying the collection, with varied pictures of her in her UFC/MMA gear and also pictures that display her personal style.

    2. Utilize and build on Rondas current popularity and capitalize on OPIs brand recognition. Ronda has been featured in ESPN The Magazine twice, has been a guest star on late night talk shows, and has landed features in TV Shows and Movies. The media knows her, and takes well to her. This will pair well with OPIs prominence in the nail polish industry. OPI has done many featured collections, so they have both experience and success. Being paired with this powerhouse name will give Ronda an advantage over other brands that are not as well known. Additionally, her collection theme differs from past OPI collections such as The Kardashian Kollection, Carrie Underwoods Collection, and the Justin Bieber One Less Lonely Girl Collection. It will be imperative to focus on this when promoting the collection.

  • PUBLIC REALTIONS TACTICS

    Promotional Tour NBC NetworkRousey will make several appearances on various NBC Network daytime and prime-time talk shows as well as the Ellen Degeneres Show, which airs also on NBC. The shows include: The TODAY Show Fourth Hour with Kathy Lee and Hoda, The Meredith Vieira Show and The Tonight Show with Jimmy Fallon. These shows give Rousey a platform to show her personality and promote The ROWDY Collection to a wide range of viewers. Kathy Lee and Hoda as well as Meredith Vieira have a high level of female viewers, who are the main target market for Rondas no chip nail polish collection. While The Ellen Degeneres Show isnt an NBC Network show, it airs on the networks channels and is a great platform for Rousey to increase her fan base. Several colors from The ROWDY Collection will be given to the audience members has a free gift in order to increase brand awareness.

    Social Media Ronda Rousey is active on all major social media sites including Facebook, Twitter and Instagram. Rousey totals more than 3.8 million social media followers with 2.15 million on Facebook, 692,105 on Twitter and 980,000 on Instagram. Focus on highlighting The ROWDY Collection through Rouseys already established social media accounts. Every Friday will be dubbed Fight Friday where Ronda will pin two of the colors in her

    collection against one another in order to promote the brand and expose the color options. This will be done through her Twitter account so fans can Retweet for one color and Favorite to cast their vote for the other color.

    Create a photo album on Rouseys Facebook page which features some of the top photos from her #RowdyReason campaign. This will not only promote Rouseys The ROWDY Collection colors but also her community initiatives.

  • PUBLIC REALTIONS TACTICS

    CommercialRonda Rousey and OPI will create a commercial for The ROWDY Collection which will feature all 10 of the collections colors. The commercial will air on FOX Networks during their prime time television shows, during upcoming UFC Fights, during episodes of The Ultimate Fighter and during Rouseys appearances on NBC Network shows during her promotional tour. Both the commercial as well as a behind the scenes video will be uploaded to both OPI and Rouseys social media accounts, including OPIs YouTube page where they have featured similar videos for other collections. The whole commercial will be shot in black and white while maintaining a tough, fighter vibe, but Rouseys nails will be in color. This will highlight the nail polish and coordinate with a lot of the promotional materials already in place for the line.

    UFC 184 and Furious 7 PremiereAllow fans to vote which color from The ROWDY Collection Rousey will wear during her official weigh in as well as the actual fight on February 28, 2015. The same contest will also run for her appearance at the premiere of Fast and Furious 7. Voting will be done through her Facebook pages, yet voting and the final outcome will be promoted on her Twitter and Instagram accounts in addition to Facebook. During press coverage at the above three events, Rousey will speak about her nail polish colors and line, which is often done on red carpets with the introduction of the ManiCam. Other major events could potentially be added to the lineup as more appearances get added to Rouseys schedule.

    Magazine InterviewsRonda Rousey has been featured in magazines such as ESPN The Magazine, Sports Illustrated and MAXIM. Now, the focus will be shifted to womens based beauty and fitness magazines in order to target the female audience and promote The ROWDY Collection. Interviews, print advertisements and photo spreads will be featured in sever-al magazines including fitness magazines such as Womens Health and Shape, as well as beauty magazines like ELLE and Cosmopolitan. Rondas magazine coverage will increase her brand awareness to a wider audience while focusing on her no chip nail polish line.

  • PUBLIC REALTIONS TACTICS

    The Ultimate Fighter ShowThe Ultimate Fighter is a reality television and competition which currently airs on FOX Sports 1. The show is in its 20th season, and currently features Female Strawweight fighters. Rousey was a coach and judge on the 18th season so she is familiar with the shows set up and has a large following from the shows fan base. Rousey will make a guest appearance on the show where she will present a challenge during the final episode that the contestants have to complete in preparation for the championship fight. The winner of the challenge will receive the full set of Rouseys no chip nail polish line, The ROWDY Collection.

    Manicures on The StripWith Las Vegas being the home of UFC Fighting, it is the perfect location to host free manicures on the Las Vegas Strip using The Rowdy Collection colors. Since there are always people out and Vegas is a high tourist attraction, there will be a lot of action at the manicure stations outside of the MGM Grand Hotel. Rousey and OPI will promote Manicures on the Strip through their social media accounts before, during and after the event using the custom hashtag #Manicuresonthestrip. Patrons of the manicure stations will be encouraged to take photos and post their own experience on social media using the same hashtag.

    New GirlRousey will appear on FOXs popular sitcom, New Girl, towards the end of the fourth season in January 2015. UFC and FOX already have network deals in place so Rousey is already a major feature on the network and it can work as a promotion for both organizations. The timing is convenient because the storyline can incorporate the upcom-ing fight featuring Rousey and highlight The ROWDY Collection in the episode. Ronda Rousey, New Girl, FOX and UFC accounts will all promote the episode leading up to the air date and Rousey will live tweet from her personal Twitter account during the episode.

  • MEDIA EVENT#ROWDYREASON

    DescriptionAfter the launch of her new The ROWDY Collection in January 2015, Ronda will ask and encourage fans and followers to share their #RowdyReason.

    The ROWDY Collection aims to empower the everyday woman, so that when she is wearing one of the 10 bold colors, she feels just as Rowdy as Ronda does stepping into the Octagon. A #RowdyReason is your personal reason for being loud and proud. What have you done or accomplished that you just have to share? A #RowdyReason can also be what inspires and motivates you. What-ever your #RowdyReason is, share it and make sure to feature your favorite The ROWDY Collection color, for the chance to win tickets to her next fight and to be her special guest on the Furious 7 premiere red carpet!

    Plan of Attack Have Ronda post her #RowdyReason on social networks and personal

    website Example: My #RowdyReason: To show girls everywhere that were just as tough.

    Have Ronda wear #RowdyReason shirts at open practices and different UFC events to promote campaign and shirt design.

    Capitalize on Rondas Charity Auctions already in place by auctioning a signed version of the #RowdyReason t-shirt on her personal website and publicize on social network. Earnings will go to a charity of Rondas choice.

    More #RowdyReason merchandise will be manufactured, sold, and auctioned to continue to raise money for Rondas various charity efforts.

  • PROMOTION MATERIALS#ROWDYREASON

  • MEDIA EVENTLETS GET ROWDY

    Who: Ronda Rousey and OPI

    What: Lets get Rowdy - a clinic/event where attendees workout and learn moves from Ronda and get sneak peak of The ROWDY Collection by getting free manicure after clinic. (only 5 colors revealed) Also will receive goodie bag with coupon for The ROWDY Collection purchase.

    Where: Glendale Fighting Club (Rondas training gym)

    When: December 28, 2014 2 months before next fight 1 month before The ROWDY Collection Launch Party

    Other features: Raffle for 4 tickets to launch party on January 28th, 2015 Speech from Ronda and OPI representative Goodie bags with a #Rowdy water bottle, 1 mini bottle of The ROWDY Collection color, and a coupon for a The ROWDY Collection purchase

    Plan of Attack: Post invitation on social networks and personal website Have Ronda personally publicize with pictures and teasers Advertise at gym and local beauty stores where OPI is sold

    Objective: To generate interest and buzz for Rondas upcoming OPI collection and launch party.

  • PROMOTION MATERIALSLETS GET ROWDY

  • TIMELINE

    Social Media Launch

    December 2014

    Lets Get Rowdy Event

    December 28, 2014

    NBC Promo Tour

    Late Dec/ Early Jan

    New Girl Episode Airs

    January 2015Line LaunchJanuary 2015

    Manicures on the Strip

    January 2015

    Commercial February 2015

    UFC 184 FightFebruary 28,

    2015

    The Ultimate Fighter Episode

    March 2015

    Magazine Features

    March 2015

    Furious 7 Premiere

    April 2015

  • EVALUATION TACTICS

    1. Monitoring and comparing volume of social media, web, print, and on-air traffic around The ROWDY Collection line and OPI collaboration before, after, and between major promotional, campaign, and launch dates.

    This includes: Mentions of ROWDY Collection and/or #RowdyReason on Facebook,

    Twitter, and Instagram Web articles, blogs/vlogs features/mentions, and web traffic on www.

    rondamma.com website In-print features and mentions of the collection and/or collaboration

    with OPI TV and/or radio guest appearances and/or mentions.

    2. Tracking The ROWDY Collection sale trends to note increases and decreases.

    3. Monitoring any product feedback via social media, web, print, and on-air for any strengths to build on and/or opportunities to improve.

  • MEDIA LISTElaine DFarleyBeauty DirectorSelf Magazine4 Times Square, 5th FloorNew York, NY [email protected]

    Cheryl Kramer KayeExecutive Beauty DirectorShape Magazine4 New York Plaza New York, NY [email protected] HarmanBeauty and Features EditorELLE Magazine300 West 57th Street, 24th FloorNew York, NY [email protected]

    Carol McConnaugheyUnit Publicist Fast and Furious 7 100 Universal City PlazaUniversal City, CA [email protected] FillerSenior ProducerTODAY Show - Fourth Hour30 Rockefeller PlazaNew York, NY [email protected]

    Melissa ConsorteBeauty DirectorGlamour Magazine4 Times SquareNew York, NY [email protected]

    Molly Nover-BakerBeauty DirectorWomens Health Magazine733 Third AvenueNew York, NY [email protected]

    Audra JulianoBeauty DirectorFitness Magazine805 Third AvenueNew York, NY [email protected]

    Lori BlackmanSenior Talent ExecutiveThe Ellen Degeneres Show4000 Warner Blvd, Bldg 19Burbank, CA [email protected]

    Dave ShollerSenior Director of Public RelationsUFC2860 West Sahara AvenueLas Vegas, NV [email protected]

    Ileana Pena Director of CommunicationsFOX Sports - The Ultimate Fighter2121 Avenue of the StarsLos Angeles, CA [email protected]

    Leah WyarBeauty DirectorCosmopolitan Magazine300 West 57th Street, 38th FloorNew York, NY [email protected]

    Gavin PurcellProducerThe Tonight Show with Jimmy Fallon30 Rockefeller PlazaNew York, NY [email protected]

    Rich SiropExecutive ProducerMeredith Vieira Show30 Rockefeller Plaza New York, NY [email protected]

    Todd AdairVice President of PublicityNew Girl 2121 Avenue of the StarsLos Angeles, CA [email protected]