Process Overview

PHASE 3 Divide and Conquer

Goal: Create individual project plans & timelines for each project and begin the work. 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more we talked about Fountain Vitals and got to the heart of the product, the more we relized that the moodboards we originally made were lacking vitality.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.