BOLDFOOT SOCKS
Bridget Guckin
Jaclyn Stillman
Antoniah Brown
Colin Campbell
BRAND
ABOUT BOLDFOOT Mission Statement: At Boldfoot, we aim to prove that “American-made” stands for something, and we’re starting from the ground up with awesome socks. Quality is our biggest priority in everything we do, and we’re proud to say that our socks are 100% American-made and sourced. The cotton is grown here and the socks are sewn here
What Boldfoot does: We spent countless hours obsessing over the designs to offer great colors and patterns, abundant variety and uniqueness that you can be proud to wear. And we don't charge $20+ per pair like many other brands on the market. Consider it great style you can actually afford.
ABOUT BOLDFOOT Brand Values: No business should exist purely for profit. With Boldfoot, you'll get great socks and do some good in the process. 5% of profits are donated to assist U.S. Military Veterans in need of jobs, housing, improved health and more. None of us would be here without the sacrifice of our military heroes, and this is one small way we can offer to repay them. We stand by the quality of our socks. That said, nothing is fool-proof. So for each pair purchased, Boldfoot offers a replacement pair within 3 months should they rip, tear or develop holes, no questions asked. Just shoot us an email, and we'll take care of the rest.
CHALLENGE Change in product line, shift in target audience. Design the core campaign for our Feb/March Compression Sock Kickstarter launch. ● ● ●
Core campaign message (and creative asset direction) Media/PR/Blog/influencer outreach strategy Promotional calendar to start with a big splash (the first 48 hours of a Kickstarter campaign are vital to its ultimate success or failure) and subsequently keep campaign top of mind throughout the ~35 day fundraising period"
RESEARCH
TARGET AUDIENCE Who do we want talking about Boldfoot? Primary target - Women in their mid-20s to early 40s who buy for themselves as well as for their men
Current buyer: Women Current consumer: Men � want to turn this into women as well as men
AUDIENCE TARGET
SOCK FANATICS
AUDIENCE TARGET
HOLES + MISSING SOCKS
COMPRESSION SOCKS SOCIAL LISTENING
INDUSTRY INSIGHTS
CURRENT BRAND American Pride, Supporting Veterans, Quality Manufacturing, Simple + Clean Design. Sports Centric, Male Business Class Audience
We want: Target the buyer (women) by turning them into the consumer.
CURRENT POSITION Social Media Standings: Facebook - 3,075 followers Twitter - 236 followers Instagram - 1,960 followers Pinterest - 13 followers
Brand Perception: Good quality, American, & reliable
WHAT CAN WE DO? Kickstarter campaign: This is the main focus is to make sure that his current and potential consumers know that this new line is about to be released Introduce compression socks on social media: Since this is the realm he is moving towards there should be a build up to it Rebrand to target women: in order to have a direct interaction with those with which we want to be buying the socks Use social media more effectively: posting on the proper channels (Instagram, Facebook, Twitter, Pinterest) to display the voice and purpose of the message trying to be communicated. *Outlined in Brand Guide Book
COMPRESSION SOCKS Primarily compression socks are used to assist in blood circulation. There is varying elasticity (gradient) in the build that causes pressure in key areas. Anyone can benefit from compression socks whether that be teachers, cosmetologist or nurses that spend a lot of time on their feet, athletes that want speedy recovery, or travelers sitting for long periods of times. Benefits ● ● ● ●
Circulation Prevents swelling Assist in muscle recovery Relieves pressure
COMPETITION
Online Retailer
Retail/Wholesale
Social Media: ● Instagram: 669 followers ● Pinterest: 409 followers ● Twitter: 936 followers ● Facebook: 595 likes
Social Media: ● Instagram: 883 followers ● YouTube: 2 subscribers ● Twitter: 438 followers ● Facebook: 1,447 likes
Target: Women, Pregnant,
Target: Women, they also sale men’s socks, but they primarily target females
Brand: Fashionable, functionality $25 - $40 price range
Brand: Home base, design, manufacturing, American free grazing sheet $20-$25 price range
COMPETITION
Based in Peachtree City, Georgia
Online/Wholesale
Social Media: ● YouTube: 199 subscribers ● Twitter: 721 followers ● Facebook: 1,306 likes
Social Media: ● Pinterest: 443 followers ● YouTube: 239 followers ● Twitter: 392 followers ● Facebook: 12,421 likes
Target: Athletes, Special Conditions Brand: Health, well being and athletic
Target: Women; “Made by wearers, for wearers”
Primarily $30-$40 price range
Brand: Fashionable relief Primarily $30-$40 price range
COMPETITION
Wholesale/Retail/Online *sells more than socks Social Media: ● Instagram: 10.1k followers ● Pinterest: 1.1k followers ● Twitter: 9,658 followers ● Facebook: 17,133 likes Target: Athletes Brand: Performance, Comfort, #WithoutLimitz $30-$50 price range
STRATEGY
PROBLEMS Brand Consistency Clear Voice & Message Unfamiliar Territory
GOALS Brand Goals: Effectively introduce the new personality of Boldfoot so that it is cohesive on every platform and Americans from all walks of life can easily relate Sales Goals: Continue to sale the more seasoned socks, but also make the buyer the consumer. Have compression socks be the bulk of the revenue coming in within the upcoming year. Kickstarter Goals: Get name out there and reach a broader audience that is interested in backing the brand in this new venture. Solution: ● ● ● ●
Create a strong social media presence Brand guide book= cohesive brand voice Effectively target demographic Change the names of “gift packs” to reflect new vision
RELAUNCH VISION America is a mixing bowl of chance and opportunity. Our colors are as numerous as the spectrum of a rainbow sending colors across the horizon of determination. We cannot simply be put into a box and expected to remain there without a fight. We break the barriers of convention and rise above challenges placed before us because boldness isn’t a fixed point in time, but a state of being.
This is not quite there... ● ● ●
Red, White, Blue Barbeques 2 and ½ kids
→
Not to eliminate the American element, but to expand it
This is where we’re going ● ● ●
Multiplicity of American life Multidimensional American dream Complexity of persons
TARGET AUDIENCE Who are we talking to? -
Americans Active Women (whether: working, homemaker, athlete, etc.) Ages 25-45 Makes $50,000-80,000/yr Most likely college educated
PSYCHOGRAPHICS
Athlete
Teacher
Pregnant Mom
Nurse
Business Person
Annabelle | 24
Clifford | 43
Heather | 37
Francisco | 29
Jane | 32
Recent college graduate, is now focusing on more personal goals. Her clear motivation to accomplish her first marathon
Teaches the fifth grade. Loves to read a good book whenever he gets a chance to sit and relax.
Mother of 2 with one on the way, she passes the time at home taking care of the kids and the house.
Just started this new job straight out of med-school. Keeps busy with work, but enjoys the occasional night out with his co-workers.
Just landed her dream job, which allows her to explore the world.
WHAT WE…. ARE Bold Daring American Supportive Innovative Venturing Conscious Simplistic
ARE NOT Cheap Complicated Narrow Minded Self Absorbed Fantastical One Dimensional Forgetful Brash
BRAND VOICE Purpose: Position ourselves in the mind’s of the consumer as not just every other compression sock brand, but one that provides everyday recovery and comfortably in fashionable colors and designs. Buzz Words: “Bold”, “Daring”, “Unique”, “American” Platforms: These social media channels further instill the ideals and perceptions of the brand being “boldly American”, but diverse enough to cast its net into different arenas of what that means ● ● ● ●
Instagram- Visual Twitter- Voice Facebook- Merge Pinterest- Touch Point
The Why: We know the importance of American Made, and those made in America are complex characters who live more than average lives. They dare to be bold.
@boldfoot
#GoBoldly #boldnation #MadeinUSA
#SmallBiz
#GrownHereSewnHere
ROLES OF CHANNELS Pinterest
Role: A connection point between mediums to establish a well-rounded and accessible brand
Role: Gives the audience a visual representation as to what the our brand stands for
Role: Communicating in theRole: Displaying Boldfoot’s brand voice showing the personality through pins and brand personality through repins
Audience: Current consumers, potential consumers, potential partners Post Frequency: 2 daily
voice Audience: Potential consumers
Audience: Young adults
Audience: Females that enjoy pinning and discovering
Post Frequency: 1 daily
Post Frequency: 2 daily
Post Frequency: 1 daily
ROLES OF CHANNELS Pinterest
Role: A connection point between mediums to establish a well-rounded and accessible brand
Role: Gives the audience a visual representation as to what the our brand stands for Audience: Potential consumers
Role: Displaying Role: Communicating in the Boldfoot’s personality brand voice showing the through pins and repins brand personality through voice Audience: Females that enjoy pinning and discovering Audience: Young adults
Post Frequency: 1 daily
Post Frequency: 1 daily Post Frequency: 2 daily
Audience: Current consumers, potential consumers, potential partners Post Frequency: 2 daily
ROLES OF CHANNELS Facebook
Role: A connection point between mediums to establish a well-rounded and accessible brand
Role: Gives the audience a visual representation as to what the our brand stands for
Role: Communicating in the Role: Displaying Boldfoot’s brand voice showing thepersonality through pins and brand personality through repins voice
Audience: Potential consumers
Audience: Females that enjoy Audience: Young adults pinning and discovering
Post Frequency: 1 daily
Post Frequency: 2 daily Post Frequency: 1 daily
Audience: Current consumers, potential consumers, potential partners Post Frequency: 2 daily
ROLES OF CHANNELS Facebook
Role: A connection point between mediums to establish a well-rounded and accessible brand
Role: Gives the audience a visual representation as to what the our brand stands for
Role: Communicating in the Role: Displaying Boldfoot’s brand voice showing the personality through pins and brand personality through repins voice
Audience: Current consumers, potential consumers, potential partners Post Frequency: 2 daily
Audience: Potential consumers Post Frequency: 1 daily
Audience: Females that enjoy Audience: Young adults pinning and discovering Post Frequency: 2 daily Post Frequency: 1 daily
FACEBOOK ADVERTISING Advertising on Facebook targeted towards consumers who look at and buy pregnancy products, nursing & teaching supplies, and athletic gear. Monitoring the ROI on each audience will reveal which audiences are most responsive to your brand and key insights.
Media Calendar
INFLUENCERS
Allison Holker Age: 28 professional dancer, mom, and wife Associated with: ● Dancing with the stars ● So You Think You Can Dance ● Hit the Floor ● A Chance to Dance ● All the Right Moves
INFLUENCERS
Brandi Sellerz blogger, mom, and wife
INFLUENCERS
Kevin Ross Nurse, Serial Entrepreneur, Speaker, Podcast Producer To give advice to nurses about the industry and how to better themselves in it.
CREATIVE
KICKSTARTER KICK-OFF What is America? We know it’s not just red white and blue, apple pie, the nuclear family, and a white picket fence. Americans are so much more than that. We are a diverse group of different backgrounds, occupations, and lifestyles, all brought together by the idea that all people are created equal. We are a determined bunch that don’t stop until the job is done right and the only trait that rivals our work ethic is our inability to stay quiet. We cannot be put in a box and expected to remain there without a fight. We break the barriers of convention and rise above challenges placed before us because boldness isn’t a fixed point in time, but a state of being. So in a land filled with hard workers and forward-thinkers, why would we want to leave? That’s why our socks are home grown and sewn. Our socks are American made because we believe in American quality. We believe in doing the job right the first time. And we know busy Americans deserve socks that hold up even through the toughest days, and reflect our individual style too. Why help kickstart our new line of compression socks? Americans are some of the hardest working people in the world. Working on average 37 hours per week, Americans spend 1,789 hours on the job every year. Whether you’re a teacher, nurse, waiter, athlete, or even an expectant mother, for those who spend most of their day on their feet, the quality of their socks matter. We make socks for those who can’t simply be boxed in, but like to showcase their expression through style from the ground up. They dare to be bold.
SOCIAL MEDIA Use posts to highlight Americans of the past & present, being daring, bold, and courageous. Also focus on American achievements founded on hard work and perseverance. Also show busy people wearing the socks. Our images should reflect the everyday of average Americans.
SOCIAL MEDIA
PACKAGING INSERTS Goals: Remove the “Refer a Friend� campaign Increase reviews and ratings of Boldfoot Increase social media sharing and circulation
Benefits: inexpensive, and fits within current packaging campaign Goes directly to the consumer, encouraging interaction with the brand Good brand image of rewarding consumer interaction
REVISED “GIFT PACKS” ●
Old ○ ○ ○ ○
● Washington Lincoln Jefferson Roosevelt
New Possibilities ○ Obama ○ Martin Luther King Jr. ○ Babe Ruth ○ Susan B Anthony
COLLABORATION Ana Ono e-commerce portal and in boutiques, mastectomy stores, cancer centers and hospital shops Social Media: ● Instagram: 2,036 followers ● Pinterest: 225 followers ● Twitter: 2291 followers ● Facebook: 4,261 likes ● YouTube: 14 subscribers Target: Women Brand: American made, Breast cancer awareness, women empowerment Committed to creating intimates and lifestyle collections that help women who've had breast surgery feel beautiful, confident and empowered.
“ SOLEMATE”- February (#solematemystery) The “Missing” Sock Mystery: Creative storytelling with prize component Vision: We might not be able to find that missing solemate for you, but we can guarantee the quality of the time spent together. Circulation: Promoted on their social media platforms with an initial animated video introducing the competition Consumer Benefits: Allows them to be interactive with the brand with the incentive of getting a prize/discount in the end Business Benefits: Introduces different socks and their benefits to potential consumers. Brand awareness would come through this which is an opportune time before the kickstarter campaign
“SOLEMATE”