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Final Marking Plan: Phunkshun Wear
- 2. ● Create a team of athlete endorsers to create content ● Focus on individuality and customization ● Focus on “niche” product Phunkshun Wear will be a brand built around customization and content creators who are unique, outspoken, and passionate athletes
- 3. Plankers & Shredders Brandon Schmidt ● talented snowboarder and snow- biker ● takes pride in showcasing new advancements in the sport ● large following on Youtube, Instagram, Facebook, as well as the NitroCircus website He and his posse are always looking for the gear that will set them apart- by skill and style. He is sponsored by companies like GoPro. Popular Youtube Video
- 4. Experience winter, stay recognized.
- 5. ● Social Media ● Athlete endorsements ● Personal connections
- 6. ● Vibrant footage ● Personal Stories ● Emotional Connections to athletes
- 8. ● Social media: Instagram , Facebook & Youtube ● In person contact (e.g. personal social media) ● Youtube videos: athletes talk about their customized masks with stories or events ● Promotions: email ads & awards for X games
- 9. Aggregation ● Repreve website ● PSIA-AASI website ● National Ski Patrol website
- 10. ● Talk in person at winter events ● Offer free mask customization to ski instructors and snowboard instructors
- 11. Increased brand awareness - Increased amount of followers on Youtube & Instagram by 150%+ Increased product sales - Be featured in more retail stores by 50% Product Categories - Create professional and casual content
- 12. Item Cost($) Production of Photos and Videos 50,000 Athlete Endorsements 100,000 Youtube ads 15,000 Facebook ads 5,000 Instagram ads 5,000 Fees of Joining Winter Events 10,000 Print Leaflets 5,000 Others 10,000 Total: $ 200,000
- 13. Thank you
Editor's Notes
- “In a sea of sameness in the outdoor industry, there is room for a niche brand like Phunkshun Wear to be Unique” Sustainability Movement “75 percent of consumers do take corporate sustainability responsibility (CSR) into account when making purchases” Made in U.S.A. “ 8 in 10 American consumers say they would rather buy an American-made product than an imported one” Customization Brooks Brothers custom tailoring, Nike, Shima Seiki wholegarment knitting USA is top ski market No Retailers in the Southern USA or Abroad Little Product Diversification Small marketing presence No Athlete Sponsorships Many Competitors Nike, Under Armour, Patagonia, ect. Own all production facilities Omnichannel
- Lilah 2. Objectives - What specifically are you going to accomplish? Be specific and measurable
- Lilah 3. Target Persona - Who? What are their characteristics? Where do they engage?
- Lin4. Strategic Approach - What's the overarching strategy you'll use to complete your objectives (e.g. - Nike and pro athletes) Phunkshun wear continues to produce items that stand up to winter weather conditions and protect from elements. Their current approach is to enhance consumers experience winter not the cold. In order to achieve our goals, we think phunkshun wear should emphasis on High quality, unique, ethical (made in usa, made from plastic bottles) clothing to protect from the elements while keeping consumers recognizable on the slopes.
- Lin5. Tactics - What are the activities that ladder up to your strategy? Our tactics to ladder up to strategy are using instagram which can show unique characteristics of products. Such as this instagram showed, tell consumers that masks are made from 15 bottles that convey a sustainability brand image. Also, we can put skiing videos that tell people that wearing the products can make you indeed enjoy the winter and protection. In addition, we can create personal connections at events like the X games.
- Lin6. Content Plan - What content will you use, how will you create it?( people love to talk themselves) Using cool content that consumers would watch on their own time on youtube, don’t want to be sold to, they want something that works and will look cool. Let athletes talk about their experiences, personal life stories, how that translates to the customized mask they are wearing and makes people want to design their own to tell their story. Lilah put in video
- CHEN 7. Syndication - How will you get the content to your target?
- CHEN 8. Aggregation - Where will you build and place your anchor content - (e.g. linkedin publishing)
- LIU 10. Optimization - What method will you use to increase the efficiency of your programming?
- LIU 11. Expected Result/Measurement & Reporting - What outcomes do you expect and how will you measure success?
- LIU. 12 Budget