Tressa Randolph, Cassie Uhlar, & Sarah Parillo

HAVERSACKCAMPING E-KIT

CONTENTS

MOOD BOARD

STYLE GUIDE

COMPETITIVE ANALYSIS

TARGET AUDIENCE

MARKETING STRATEGY

WEBPAGE LAYOUT

MOOD BOARD

STYLE GUIDE

Typefaces

The Gill Sans Condensed font plays a large role in building the

bold yet chic headline.

Alleron Regular acts as the communication font to create the

perfect balance within the webpage.

Accents are in Alleron Italic and links are in Alleron Underline.

STYLE GUIDETone of voice

We believe that a message is better read

when it is direct and to the point.

Be clear and speak the language of the target

audience.

Always tell it like it is – simplicity is key.

Colors

Orange is one of Haversack’s essential

features and creates a large part of our

brand identity.

When combined with white and blue, a

clear-cut and powerful style is created

through it’s unity.

COMPETITITVE ANALYSIS

TARGET AUDIENCE

MARKETING STRATEGYTHE HAVERSACK SITE

Embodying the look and feel of innovation and quality, we have handcrafted a site that -kit needs. Gear knowledge, first-hand product testing

and reviews, videos, and athlete articles will be up-to-date and readily available 24/7.

NEWSPAPER AND MAGAZINE

Reaching our hip, tech-savvy consumers is our goal. To accomplish this we plan to offer Wired magazine an opportunity to test out their own e-kit in exchange for a review on their website. On a national level, this magazine reaches 30 million viewers monthly, 75% of them being male and under the age of 40 (Condé Nast).

Focusing on local readers is key and conveniently Seattle is the #1 tech city in the US (Seattle Office of Economic Development). We will create a press release for The Seattle Times newspaper which caters to their tech-savvy, outdoor-loving readers. They also

1.8 million readers, 95% own a computer, 28% hike, and the publication reaches more Northwest adults than any other local media (Seattle Times).

Targeting several local media sources is relevant as well and since Seattle magazine is the most subscribed to city publication in Washington State (Seattle Magazine), we will target its 250,000 readers by submitting a press release to their Northwest Travel: Camping and Hiking section.

All of the periodicals publish online as well as in print. This allows the advantage of reaching readers (including people with the 9 to 5 work schedule) easily via smartphone, tablet, and laptop. This also provides our target market with hassle-free delivery of daily news all day, every day.

HAVERSACK WEBSITE

WORKS CITED"2014 Seattle Magazine Media Kit." 2014 Seattle Magazine Media Kit. N.p., n.d. Web. 22 Apr. 2014. <http://www.slideshare.net/jkseattlebiz/2014-seattle-magazine-media-kit>.

"Equipment for High-Tech Camping." PCMAG. N.p., n.d. Web. 05 May 2014. <http://www.pcmag.com/slideshow/story/299150/equipment-for-high-tech-camping/17>.

"Exterior: Maroon, Interior: Mint | Quirky." Quirky. N.p., n.d. Web. 05 May 2014. <https://www.quirky.com/ideations/468268>.

"Hipster." Pinterest. N.p., n.d. Web. 05 May 2014. <https://www.pinterest.com/dulcedavila/hipster/>.

"HQ Issue Sportsman's Guide. N.p., n.d. Web. 22 Apr. 2014. <http://shop.sportsmansguide.com/net/cb/cb.aspx?a=1153265&ci_src=17588969&ci_sku=WX2*0284684000000&pm2d=CSE-SPG-15-PLA&gclid=CPjwjqqh9b0CFUqUfgoddqcAKw>.

"LUCID MISSION Pure Euphoric Realms." Native Instruments News. N.p., n.d. Web. 05 May 2014. <http://www.native-instruments.com/en/products/>.

"Media Pack." Another Man Magazine. Another, n.d. Web. 28 Apr. 2014. <http://www.anothermag.com/content/advertising/Another-Man-Media-Pack.pdf>.

"Outdoors." The Seattle Times. N.p., n.d. Web. 05 May 2014. <http://seattletimes.com/html/outdoors/?from=stnv2>.

"PowerDose External Battery Power." BatteryPrice. N.p., n.d. Web. 05 May 2014. <http://www.batteryprice.com/powerdose-external-battery-charger-battery-bank.aspx>.

"Seattle Office of Economic Development - OED News and Data." Seattle Office of Economic Development - OED News and Data. N.p., n.d. Web. 22 Apr. 2014. <http://www.seattle.gov/economicdevelopment/press_newsRankings.htm>.

"The Seattle Times | Media Kit - Audience & Market." N.p., n.d. Web. 22 Apr. 2014. <http://mediakit.seattletimes.com/audience-market/>.

"#SocialMAP." McCracken Marketing. N.p., n.d. Web. 05 May 2014. <http://mccrackenmarketing.com/seminars/socialmap/>.

"Trek Support Backpack | Quirky." Quirky. N.p., n.d. Web. 05 May 2014. <https://www.quirky.com/products/53-Trek-Support-Electric-Backpack/timeline>.

"Wave Chaise - Teenage Geek Chic?" RSS. N.p., n.d. Web. 05 May 2014. <http://www.geeksugar.com/Wave-Chaise---Teenage-Geek-Chic-198647>.

"What We Can Learn from the Beat Generation: Happiness Consists in Realizing It Is All a Great Strange Dream." Pop Verse. N.p., n.d. Web. 05 May 2014. <http://pop-verse.com/2014/03/03/what-we-can-learn-from-the-beat-generation-happiness-consists-in-realizing-it-is-all-a-great-strange-dream/>.

"Wired | Condé Nast." Condé Nast. N.p., n.d. Web. 22 Apr. 2014. <http://www.condenast.com/brands/wired>.

"Wired Media Kit Print | Condé Nast." Condé Nast. N.p., n.d. Web. 22 Apr. 2014. <https://www.condenast.com/brands/wired/media-kit/print>.

"Wired Magazine Micro MediaKit." Wired Magazine Media Kit Info. N.p., n.d. Web. 05 May 2014. <http://justmediakits.com/mediakit/1379-wired.html>.