rePurpose
Table of Contents
The Skinny
My Approach
Process Overview
Conclusion
SOLUTION
The more we talked about Fountain Vitals and got to the heart of the product, the more we relized that the moodboards we originally made were lacking vitality. We began to have conversations about activities that lead to a feeling of “aliveness” and those activities included going outside, being active, and (carefully) enjoying the sun. This lead to us thinking about where this brand would live if it were a person, and we determined Los Angeles would be it’s home.
The Skinny
Soon we were revamping our moodboard, pulling colors from the landscape of California, choosing more active and natural imagery, and arriving at a brand direction that felt much more compelling and aligned with our consumer.
This is a high-level overview for the rePurpose challenge. In any project I undertake, my strategy is shaped by analysing a variety of factors, including:
• Business objectives
• Industry and competitor research
• Target audience through personas
• Current trends could be incorporated in a brand-aligned way
SOLUTION
The more we talked about Fountain Vitals and got to the heart of the product, the more we relized that the moodboards we originally made were lacking vitality. We began to have conversations about activities that lead to a feeling of “aliveness” and those activities included going outside, being active, and (carefully) enjoying the sun. This lead to us thinking about where this brand would live if it were a person, and we determined Los Angeles would be it’s home.
My Approach
Soon we were revamping our moodboard, pulling colors from the landscape of California, choosing more active and natural imagery, and arriving at a brand direction that felt much more compelling and aligned with our consumer.
The crux of this challenge is amplifying rePurpose’s commitment, not just to plastic, but to people. As competitors join this space, rePurpose has an opportunity to strengthen its messaging and become the plastic action platform that makes having an impact on the environment attainable. By highlighting their commitment to community, telling stories, partnering with brands on a more human level, and educating the world on how to contribute to a circular economy, they can set themselves apart.
Process Overview
PHASE
Goal: Conduct a holistic audit of business, brand, marketing, and sales materials to identify gaps and opportunities.
1
PHASE 2 Build Work Streams PHASE 3 Divide and Conquer PHASE 1 Deep Dive
Deep Dive
REVIEW
Business offerings
Goals for the next 3 years
Competitor research
Marketing plan
Brand assets
Consumer personas and journey
Sales acquistion tools
Sales process
Current challenges for winning clients
Education given to clients & consumers
FINDINGS
Identify any areas that are incomplete, and present an opportunity.
POTENTIAL OPPORTUNITIES
• An if/then map for BDRs
• A customizable asset packet to give to clients to educate customers
• Sales tools that are more visual to help close more deals
• Video case studies of current clients and their successes
Process Overview
PHASE 2 Build Work Streams
Goal: Based on the findings from the deep dive, develop specific projects.
PHASE 2 Build Work Streams PHASE 3 Divide and Conquer PHASE 1 Deep Dive
Anticipated Projects
CONSUMER INSIGHTS
• Build upon or create consumer journeys and personas
• Conduct research to better understand consumers and stakeholders
CONTENT STRATEGY
• Develop content stategy to attract new B2B clients and engage current clients
• Ideate on ways to entrench rePurpose a thought leader
• Leverage the stories from B2C clients and Waste Warriors in marketing and sales materials
DATA & ANALYTICS REVIEW AND GOAL SETTING
• Identify tools to capture and manage data on digital ad, email, and website performance.
• Establish KPIs
SALES TRAINING
• Develop sales tools that are missing
• Create a curriculum for BDRs
Process Overview
PHASE 2 Build Work Streams PHASE 3 Divide and Conquer PHASE 1 Deep Dive
PHASE 3 Divide and Conquer Goal: Create individual project plans & timelines for each project and begin the work.
Key tactics to address each project
CONSUMER INSIGHTS
• Create robust consumer personas and journeys for B2B and B2C (focus: serving customers better)
• Conduct interviews with current rePurpose clients to gain insight on sales processes, business impact, and their consumers’ responses (focus: serving customers better)
• Scan relevant channels (ie: Instagram) for comments on rePurpose (focus: looking for areas to clarify and amplify)
CONTENT STRATEGY
• Start a client brand ambassador program (focus: B2B)
• Develop a content series that explores how to build an eco-friendly business, beyond plastic reduction (focus: thought leadership and building a roadmap for clients to push their businesses even further toward environmental good)
• Feature CEO of rePurpose on “How we made this” podcast (focus: the business of plastics)
• Develop a video series featuring Waste Warriors and B2C customers and splice for ads emails and blog posts (focus: emotional impact of doing good)
Process Overview
PHASE 3 Divide and Conquer
Goal: Create individual project plans & timelines for each project and begin the work. PHASE
2 Build Work Streams
3
1 Deep Dive
PHASE
Divide and Conquer PHASE
Key tactics to address each project
CONTENT STRATEGY (cont.)
• Create a yearly speaker series event that brings environmental activists, scientists, designers, and business people to solve a top-of-mind environmental challenges facing businesses (focus: service innovation and thought leadership)
DATA & ANALYTICS REVIEW AND GOAL SETTING
• Find a tool to begin a social listening project (ie: Sprout Social) (focus: staying on top of consumer habits and trends)
• Work with a Junior Digital Strategist to set KPIs for in 6 month increments for the next 2 years
SALES TRAINING
• Create an animated series that compares the lifecycle of plastic for a company that does not work with rePurpose to one who does (focus: education)
• Develop an asset pack that can be shared with clients (ie: Thrive) to help them educate their customer on their impact and encourage bragging rights, by providing digital stickers to use on instagram
• Create and institute a curriculum for new BDRs
• Develop posts for LinkedIn to garner new talent
SOLUTION
The more we talked about Fountain Vitals and got to the heart of the product, the more we relized that the moodboards we originally made were lacking vitality. We began to have conversations about activities that lead to a feeling of “aliveness” and those activities included going outside, being active, and (carefully) enjoying the sun. This lead to us thinking about where this brand would live if it were a person, and we determined Los Angeles would be it’s home.
Conclusion
Soon we were revamping our moodboard, pulling colors from the landscape of California, choosing more active and natural imagery, and arriving at a brand direction that felt much more compelling and aligned with our consumer.
rePurpose is undertaking a significant challenge. They are providing a service that reconciles the often conflicting interests of business and the environment, in an attainable way. I would love to help them continue to grow and bring new customers into their pipeline by pushing their strategy further, arming their BDRs with everything they need, and leveraging B2B and B2C clients to share their successes.
LINGERING QUESTIONS
• How do you see your service offering evolving over the next 5 years?
• Do you see rePurpose as a company that focuses purely on plastics, or as a company that is focused on the environment?
