Hola. We are PreMotoLones. A mixture of Premium Gasoline you put in your scooter, the subject we are addressing, and ... pants. No, that is not a typo. We love pants so much that we decided to put it in our name. Within this book you will find research, analysis, and executions that revolve around the Nutcase Moto Helmet line. Sit back, relax, and please, keep your pants on. Gracias.
01 Company History
02 Situation Analysis
07 Target 09 Creative Brief
10 Media Plan 13 Executions 17 The Team
BACKGROUND
The Nutcase brand was started in November 2000 by Michael Morrow. The inspiration for the brand came from the overwhelmingly positive reactions he received from fellow Oregon State Beavers fans to his DIY helmet adorned with rubber duckies with spikes going through them, symbolizing the rival team of the University of Oregon Ducks. An eye-catching helmet that reflects the wearer’s personality is not something you see every day, and Nutcase wants to change that. The brand is most popularly known for their bike helmets,
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specifically their Watermelon model, but they offer fun and upbeat helmets for skate, water, and snow sports. Now the company is ready to welcome another line of helmets to the Nutcase family: Moto. Nutcase Moto will launch in June 2014, allowing a new audience to express their personal style while protecting their brain.
SWOT Consumer Input
Helmet Design Contest
Few other companies do this
S
Solid Brand Identity Character Drives Product
Conversation Starters
Stand Out/Rider Recognition Scooter Riders = Eccentric
Consumer Interaction
Word of Mouth
Unheard of
Niche Market
Unique Designs
Quirky/Offthe-Wall
Limited Reach
Brand Advocates
Consumer wants Safety/Performance/ Aesthetics
W Inability for individual channels
Not focused on performance
Limited Resources
O
Street Bike Helmets
T
Drive for performance/ aesthetics
Safety Rating
Larger Client Base
Top 3 Companies in Safety= Sales Leaders Price Point (Safer for less $)
Companies w/ wider reach
Stylized Market
Customer Price Point (Safer for Loss less $) Lacking Innovation
Social Brand Love Stories
Safety Concerns
Larger Budget
The main strength that Nutcase Helmets should capitalize on is their solid brand identity, where character drives the product. With this, their products are conversation starters between peers and fellow riders. Compared to other helmet companies, Nutcase is all about standing out from the pack and giving the rider the ability to showcase their personality in a, generally, black and white market.
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COMPETITION
DIRECT
Leader in the helmet market that provides 7 different colors for their 3/4 face helmets.
HJC HELMETS Designs on 3/4 helmets with a lower price point.
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vs.
SCORPION HELMETS
Focus on producing full face helmets that scooter riders enjoy wearing.
INDIRECT
BELL HELMETS
RESEARCH AVERAGE YEARLY INCOME
GENDER OF SCOOTER RIDERS
$0$20,000
FEMALE
10%
90%
MALE
20%
$60,000+
$20,000 $60,000
49%
31%
PRIMARY RESEARCH We created a survey that was distributed over the popular Internet site, Reddit, by finding the /r/scooter community that is present on the site. The goal of the survey was to collect data on demographics, psychographics, and consumer buying habits when purchasing a helmet. In addition to distributing the survey through the Reddit, we contacted a local area scooter club, Top Dead Center, that specializes in restoring and giving character to older model scooters.
In addition to having them complete the survey, we conducted 6 personal interviews with members of the club as to what makes them want to buy a helmet, brand loyalty, and overall impressions of the Nutcase Moto helmet line. In-store interviews were conducted at local skate and helmet shops, such as REI, where we interviewed a sales associate about what sways a person’s purchase when purchasing a bike or skate helmet.
When analyzing the data, we found that the average income of a scooter rider is between $20,000-$40,000 a year and the scooter community is predominantly male at 90% of the respondents to our survey. We also learned their buying decisions are influenced by a number of factors, including: price, looks, comfort, and performance. Riders look for a balance between quality, comfort, and style when cruising through town on their scooter.
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SECONDARY RESEARCH Through online research about scooters, helmet sales, and consumer interactions with brands, we found that scooter sales are on the rise in metro areas, such as Portland, for fuel efficiency and the economical benefits.1 Also, we learned that as many as 76% of buying decisions occur instore.2
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[1] http://academic.mintel.com.libproxy.uoregon.edu/sinatra/oxygen_academic/display/id=618418?highlight#hit1 [2] http://academic.mintel.com.libproxy.uoregon.edu/sinatra/oxygen_academic/display/id=621671?highlight#hit1
INSIGHT A HELMET THAT EXPRESSES “IMYWANT PERSONALITY AND SHOWS
THAT I AM UNIQUE AND CREATIVE. THAT IS WHY I RESTORE SCOOTERS, THE CREATIVE FREEDOM I HAVE.
”
Mike, 35
SCOOTER ENTHUSIAST
MY FRIENDS SEE ME AROUND, “IF I STILL WANT TO LOOK A LITTLE COOL. WHAT BETTER WAY TO DO THAT THAN THROUGH A HELMET?
”
Elliott, 22
THE DAILY RIDER
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MARKET PORTLAND, OR.
Our target audience is 22-35 year old males that are eccentric, trend setters, and enjoy standing out from the pack. They have a passion for creativity and self-expression that allows them to show their personality in everything that they do. The Pacific Northwest, especially Portland, is running rampant with scooter riders that range from beginners to die-hards that love the freedom of the open road, under 40 mph of course, and the ability to display their personality when cruising through the City of Roses.
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TARGET
Hello Jackson. Jackson is 23 and is a recent graduate from Portland State University. He has grown up in the Portland area and enjoys going to local breweries with his friends. He is very creative and has exceptional skills in Photoshop and Illustrator. He even designed the three visible tattoos that he has, and his artistic skills just landed him an internship at a small Portland advertising agency. He doesn’t live within walking distance of the office and can’t afford a car, so he rides his scooter to work.
He knows he needs to wear a helmet because it’s the law, but wants to put his own style into it if he is going to have to wear one. Jackson needs a helmet that is within his budget, but still has a cool factor.
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CREATIVE BRIEF SMIT
Nutcase helps you display individuality while riding your scooter.
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WHY DOES IT MATTER?
AUDIENCE
A rider’s true inner character comes out when they strap on their Nutcase helmet and hit the open road. The designs offer a view into the rider’s personality and inner being. Nutcase provides a quality product that allows consumers to communicate to the world that they are confident in themselves and have no desire to blend in with the rest of the scooter riders on the road. These unique, attention-grabbing designs will spark conversations within the community, which will create relationships between riders with similar personalities and will ultimately help to promote the Nutcase Moto line.
The target audience for the Nutcase Moto Helmet line is 22-35 year old males who ride scooters and live in the PNW. They are eccentric, trendsetters, and like to stand out from the pack in any way possible. GOAL
The goal is to create an advertising campaign that brings attention to the new Nutcase Moto Helmet line while promoting the creative individuality of the rider through unique helmet designs that present a new way of looking at scooter-style.
MEDIA PLAN
PLAN SUMMARY Nutcase Helmets has thrived off of the word of mouth interactions that their consumers produce in the community. By giving their consumers more to talk about through unique, quirky, and organic ideas and advertisements, we will be able to connect with our target through multiple channels during their daily lives. Nutcase is all about character and expression that will allow them to connect to the consumers personality and give them a means of expression in a world of black and white.
OBJECTIVE To create awareness and increase online sales to 400 Moto Helmets in the Nutcase e-store in 2014. This campaign will launch in June 2014 and run until December 31st, 2014. We want to gain the attention of potential customers by showing them how Nutcase Helmets are different from any other type of moto helmet available in the market.
MEDIA MIX FULL PAGE MAGAZINE SCOOTER PARKING ONLY POPULAR SCOOTER ROADS
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SCHEDULE PRINT GUERRILLA BILLBOARD JAN
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FEB MAR APR MAY
JUN
JUL AUG SEP OCT
6 MONTHS
GUERRILLA
3 MONTHS
BILLBOARD
3 MONTHS
NOV
DEC
BUDGET DIVISION BY MEDIA CHANNEL GUERRILLA BILLBOARD
$3,500
6 Full-Page, Full-Color Ads in NW Travel Magazine.
15%
17.5%
GUERRILLA
$3,000
$600 for spray chalk. $400 for stencils. $2,000 for parking spot rental. 67.5%
BILLBOARD
$13,500
3 billboards (2 just outside Portland, 1 downtown Portland.)
BUDGET= $20,000
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EXECUTIONS
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The print ads play on the fact that you have to wear a helmet but that does not mean that it has to be plain and boring. Nutcase is able to show that they are the ones you turn to when searching for a helmet that allows you to express your personality to the world. These print ads will run in Northwest Travel Magazine where consumers turn to when planning trips through the Pacific Northwest.
RULES DON始T HAVE TO LIMIT YOUR STYLE.
NUTCASE MOTO
At the end of the first four months, Nutcase will assess the success of this medium and decide whether to continue the campaign into the holiday season.
NUTCASEHELMETS.COM
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GUERRILLA Scooter parking spots will be decorated at privately owned parking lots in downtown Portland. The Nutcase designs from the helmets will be sprayed onto existing scooter spots using spray chalk and stencils. Continuing with “Rules Don’t Have to Limit Your Style,” the advertisements will be inserted into a high traffic scooter area where the reach will engage the audience in a non-intrusive way that gets them thinking about the brand. These parking spot designs are easily removable with water and will need a touch up once every two weeks. This allows for different designs to be placed on the spot to keep them fresh and hip. After three months, we will assess the medium’s success and decide whether to extend and possibly expand this channel.
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BILLBOARD
Billboards will reach our target audience by being placed on roads that are popular with scooter riders, such as The Bull Run, located just outside of the Portland city limits. The billboards are memorable and give a passerby a conversation piece that they will spread to their friends and fellow scooter riders in the area.
The billboard will run for three months beginning June 1st, the beginning of scooter riding season in the area, and will increase traffic to the online store where the helmets are available for purchase. Nutcase will assess the success of medium and decide whether to extend channel marketing for an additional two months.
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ACCOUNT PLANNER
ACCOUNT EXECUTIVE
With a love for pastries, hamburgers, and rain, Andrew moved to Eugene with one goal: Become Don Draper. Just kidding. He seeks to find that one thing that makes you say, “Bingo!” (Said in your best Cousin Eddie voice.) He always wants to know, do you like guacamole?
Kate once dreamed of owning Disneyland. Since she has realized that it is not possible, she has turned her attention to advertising. In her spare time, she enjoys practicing the art of amateur dog whispering and obsessively supporting the US Women’s National Soccer Team.
Andrew Eddie
Kate Jensen
COPYWRITER
Katie Thompson Katie is a Northwest native, fashion enthusiast, and animal lover. You can usually find her walking her dog, online shopping, or drinking margaritas during happy hour. Her motto: Do it when you feel it.
CREATIVE
MEDIA PLANNER
Will is a rugged individual with a passion for design. He has a lizard named Marley, but if you meet him call it a dragon. With a desire to move into the mountains and befriend the Sasquatch Will spends his time creating unique designs and interesting copy.
Grady Smith is a fun-loving guy who loves living vicariously through himself. He’s the funniest guy you’ll ever meet, but don’t tell him that because he already has a big ego. He aspires to be America’s next top hand model, but for now is settling for media planning.
Will Drewry
Grady Smith
Thank You.
Designed by Andrew Eddie 2014