RUGGABLE Brand Strategy Case Study MONICA BELOT
December 2020
Lead the campaign strategy to build Ruggable’s brand loyalty
Question 1:
Determine / assess the next brand campaign that Ruggable should prioritize to build brand loyalty What additional information/data is needed to make this decision
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Focus on the process and data required to make a recommendation.
“The more involved a customer is with the brand,
the greater the potential to build brand loyalty.�
Driving Brand Loyalty
Campaign Planning Process The steps required to determine the best activities for driving Ruggable’s brand loyalty.
Evaluate campaign options
Implement
Budget & resource scoping Brainstorm & list potential campaigns
Brainstorm
Trends & Market Competitor Analysis
Audit existing brand loyalty activities & results
Define Define Brand Loyalty in the context of Ruggable’s business model
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Monica Belot 2020
Discover
eCommerce strategy
Define pain points & opportunity areas
Evaluate
Ruggable Case Study
Stage 1 Defining Brand Loyalty
Levels of Brand Loyalty
Drivers of Brand Loyalty
Level 1 - Repeat Purchase
Pricin
Level 2 - Brand Advocacy
Rewards/Promotion Qualit Desig Customer Service/Suppor Satisfactio Trust Reliabilit Fast/Free Shipping Return Polic Differentiatio Overall positive experience with the brand
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Community
Ruggable Case Study
Stage 2 Auditing Ruggable’s Current Brand Loyalty
Tools & Informational Needs:
Guiding Questions
Traffic Analysi
What is Ruggable currently doing to drive Brand Loyalty?
Bounce Rat
What has or has not worked in the past
Page Views
Evaluate Ruggable’s metrics & data
Conversion Rat Review of performance analytics, e.g. sales, CR
• What is the overall percentage of repeat purchases? One-time? Customer return rate
Overall Purchase Metric
• Who are the repeat purchasers? What is their profile
Customers (One-Time & Repeat Purchasers
• Who are the one-time purchasers? What is their profile
Net Promoter Score (NPS Social Listenin Customer Interview
• Where are customers coming from? Which channels • What are the website metrics? Drop-off points? Drop-off points in the marketing funnel
Survey
Who engages with the brand? Over which mediums?
Customer Loyalty Index (CLI
Brand Perception: Determine overall brand sentiment- How do people feel about Ruggable and Ruggable products
“Walkthrough” of Customer Journe
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What are people saying about the brand? (Positive and negative)
Ruggable Case Study
Stage 3:
Tools
Guiding Questions
Case Studie
What are some examples of successful brand loyalty initiatives in and around the eCommerce space
Third Party Consumer, Trend & Industry Report
Trend & Market Competitor Analysis
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Monica Belot for Ruggable 2020
Studies & Literature Revie Observatio
Review literature & case studies of successful and unsuccessful brand loyalty initiatives
Review of Competitive Websites/Socia
What are other brands doing to successfully foster brand loyalty and advocacy
Third party research on competitors (e.g., syndicated market research, industry associations
What are some novel and interesting things being done or suggested to increase brand loyalty Which initiatives could potentially be relevant to Ruggable’s business model and activities?
Ruggable Case Study
Stage 4
Tools & Activities:
Guiding Questions
Customer Journey Mappin
Use referenced tools to evaluate Ruggable’s performance with respect to industry drivers of brand loyalty (slide 5) to determine pain points, areas to improve upon, and gaps
SWOT Analysi Gap Analysi Persona (Includes needs, challenges, common objections UX Analysis
What are current challenges? Where can we improve Use Customer Journey Mapping to identify pain points, needs and opportunity areas Understand customer needs & challenges
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Define Pain Points & Opportunity Areas
Ruggable Case Study
Guiding Questions
Stage 5:
What is the budget allocation for Brand Loyalty initiatives What are our capabilities or restrictions with respect to implementation What are the resources we have available? (Personnel, partners, financial, mediums & channels What are the risks involved
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Are there timing considerations?
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Projec Scoping
Ruggable Case Study
Stage 6:
Tools & Activities
Guiding Questions
Feasibility/Impact Matri
Create list of potential campaigns based on brainstorm, opportunity areas,
Brainstor
Evaluat Campaign Options
Who is our target customer, and which brand loyalty drivers are most important to them
Mind Mappin
Which initiatives would make sense for Ruggable based on goals, challenges, and feasibility Most Resource Intensiv
Low Impac
Which initiatives would potentially be most successful in driving Ruggable’s brand loyalty High Impac
Which activity would have the biggest impact Is it in alignment with Ruggable’s Brand voice, messaging and tone
Least Resource Intensiv
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Monica Belot for Ruggable 2020
Do we have the resources available for execution? Personnel/team
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Question 2:
Select a listed campaign from the Brand Strategy case study Write a campaign theme supported by 3-5 key insights; these can be customer reviews, product features, market information, etc.
Campaign Theme
campaign theme overview
Home? Or Office Multi-Functional, Safe Space Design With Ruggable
From home office to home gym and beyond, there’s a Ruggable rug for every type of space. This campaign addresses how the pandemic has prompted individuals to consider ways to safely and creatively enhance their home and work environments. Drawing upon insights from market and trend research, competitive analysis and observation, “Home? Or Office?� illustrates the importance of key opportunities that Ruggable can address, such as the rise of creative interest among consumers, need for versatile spaces as life continues to move indoors, and the importance of highlighting the hygienic and antimicrobial properties of household surfaces. With its value proposition of washable, beautifully-designed rugs, Ruggable is uniquely positioned to address these needs with optimistic messaging, creative space inspiration and eye-catching visuals.
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Monica Belot for Ruggable 2020
Ruggable Strategy
Key Insights Sources and themes informing brand strategy.
Sources +
The market, trends, drivers and competition
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The customer/users and their needs
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The business and its performance
Themes + Space Versatility + WFH projected to las + Homes now replacing offices, gyms and more +
Safet +
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Antibacterial & antimicrobial concern
Creativity +
Love your space- you’re in it A LO
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Do-It-Yourself Trend
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Renewed interest in making & desig
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The rise of Home Improvement Projects
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Key Insights - COVID Cleanliness Consumers now believe that product claims focused on killing germs, providing immunity and overall health promotion are more relevant than claims around naturalness, sustainability, quality and brand. - Nielsen Norman Group
More than ever, people want extra assurance that they aren’t tracking bacterial contaminants into their homes. - Wunderman Thompson
From athletics to homewares to fashion, designers and manufacturers are starting to consider how materials and textiles can be leveraged as protective measures against viruses and bacterial contaminants. - Wunderman Thompson
Key Insights - COVID Creativity
Creativity is flourishing under quarantine. - Wunderman Thompson
People are becoming artists and designers in their spaces. Working from home is the new norm for many, and inhabitants are getting creative with their spaces.
https://uxdesign.cc/design-better-forms-96fadca0f49c
Key Insights - Versatile Spaces
As daily life turns inward, the home now encompasses entire worlds, from the office to the gym and everything in between. - Wunderman Thompson
As we’re forced to adapt, living spaces are expanding to fit the needs of all different types of activities, becoming more versatile than ever.
https://trends.builtwith.com/javascript/Infinite-Scroll
Monica Belot for Ruggable 2020
Question 3:
Manage the Marketing department and ensure the campaign you selected is a success What is this campaign’s visual/narrative? How would you utilize each team to portray this? What are the high level questions that each team must answer for their channel strategy?
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What is a sample project plan for the campaign? (i.e., what are each team’s deliverables, and in what order)?
Home? Or Office?
Overall Campaign Visuals/Narrative When the context corresponds in all
The campaign visual and narrative is intentionally versatile, in order to address
points to the problem space and the
a variety of audiences and types of spaces- from young professionals in small
solution remains to discover, the
apartments with multiple roommates, to busy parents in suburban homes with
Discover Engagement is the one to
active children. Messaging and visuals must be translatable across multiple
consider.
mediums, from Ruggable’s eCommerce site to email campaigns, social media and beyond.
The strategy for “Home? Or Office?� uses eye-catching, rendered elements, lightly inspired by The Sims platform for a fun, gamified tone that communicates cleanliness, versatility and hands-on design.
While all-encompassing messaging and visuals can address audiences from a holistic perspective, the focus audience for each message/medium may differ significantly based on audience and channel.
inspiration >
Eye-catching, rendered layouts and characters
Themed titles and images referencing multi-use spaces
“Shop the scene� with Ruggable products
campaign visuals and narrative
Key Elements By combining two exploration dimensions (spatial inspiration using Ruggable rugs and interactive layout planning tips from experts), this campaign draws upon SIMs-like visuals to reveal the spatial possibilities, create a design vision, and generate excitement for fresh design potential in an engaging manner. Four criteria for the development and design of messaging and visuals: Design tips for versatile spaces using rendered or animated characters
Space planning and layout possibilities demonstrated via top-down and immersive renderings
Inclusion of Ruggable rugs in all scenes
Themed layouts with creative, engaging titles referencing cleanliness, inspiring, multi-purpose spatial use
key campaign elements
FLOOR PLAN LAYOUTS for VERSATILE SPACES
CUSTOM TIPS From DESIGNERS
CLEAN RENDERINGS
IDEAS FROM EXPERTS
A neutral color scheme creates a classic look that will maximize light and space - and it won’t date.
Ruggable rug placement in multiple spatial contexts
Monica Belot for Ruggable 2020
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successful references >
Project Plan
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Each department will work collaboratively to smoothly manage the marketing process from conception to launch to tracking and optimization throughout.
Activity
Teams Involved
Goals and Key Questions
Timing
Kickoff Meeting
All Teams
Delivery of project concept, group brainstorm, and raising of key issues.
1 Day
eCommerce, Data
How can we communicate the campaign via the homepage and use campaign elements throughout the site? Which pages can we direct different audiences to for target-relevant messaging? How would performance be measured?
Retention, Data
How can we disseminate the campaign through email marketing? How would the messaging and visuals change across different target audiences? Establish criteria to measure return rate, conversion, and click-through rates.
Individual Team Meetings: Paid Marketing, Data Determine Channel Strategies & KPIs Social Media, Data
How can we leverage paid marketing and advertising to communicate the campaign message and engage potential customers? Which mediums would be best, and for which audiences? 3 Days Which KPIs can we establish to measure success? How can we disseminate the campaign through social media? How would the messaging, medium and visuals change across different target audiences? Which KPIs can we establish to measure success?
Data
Establish process for data and analytics reporting. What data do we have available to us on each channel? Who would monitor it? How often would reporting be received?
Creative Briefing
Strategic Brand Manager (Me)
Develop creative brief and present to creative team.
2 days
Creative Briefing & Asset Creation
Creative
Create assets across email, social, paid and eCommerce platforms.
1-2 Weeks
Launch
Retention, Paid Marketing, Social Media, eCommerce
Launch creative assets across specified channels. Test and monitor throughout.
3 days
Measure
Data
Monitor performance across multiple channels and audiences: Analyze data to understand which angles had high click-through and conversion rates, and lowest CPC.
Ongoing
Optimize
Retention, Paid Marketing, Social Media, eCommerce, Data, Creative
Review measurement data and performance metrics to determine opportunities for optimization.
Ongoing
Monica Belot for Ruggable 2020