UGA Talking Dog Advertising 2016-2017

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3. MEET THE TEAM.................................................................... 5
MEET DYNAMITE ................................................................... 7
EXECUTIVE SUMMARY............................................................ 8
BACKGROUND RESEARCH....................................................... 10
STRATEGY............................................................................ 17
CAMPAIGN CONCEPT.............................................................. 21
PHOTOGRAPHY..................................................................... 36
ONLINE PRESENCE................................................................ 40
RESULTS + RECOMMENDATIONS.............................................. 48
CONCLUSION........................................................................ 52
TABLE OF CONTENTS
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4. THE TEAMTHE TEAM
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5. MEET
THE
TEAM TINA JEFFCOAT // ACCOUNT EXECUTIVE SAVANNAH RABIN // ART DIRECTOR DALTON LONG // COPYWRITER
LUCY GILLE // DIGITAL SPECIALISTELLIE BLOCKER // PHOTOGRAPHERVALERIE VOSWINKEL // STRATEGISTMAGGIE DEGNAN // PROJECT MANAGER
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6. 6

7. MEET
DYNAMITEIn the mid 1990s, Lori Paluk packed her ‘67 Fairline convertible and set
out from North Carolina, never looking back. She quickly made a name
for herself in the Athens community from the moment she hit the scene:
running Go Bar, opening The 283 Bar, and now managing Dynamite
Clothing. Dynamite is a vintage-hybrid store that sells both new and
used clothing for rad guys and girls in the heart of downtown Athens.
She has owned and operated Dynamite since its inception in 2001. Lori
enjoys showing Athenians how wearing vintage clothing can distinguish
the flyest individual from the ordinary.
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8. EXECUTIVE SUMMARY
EXECUTIVE SUMMARYEXECUTIVE SUMMARY
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9. CHALLENGE
Dynamite focuses on bringing unique fashion to the Athens community
and welcomes anyone who loves rocking trends from another era. Its
free spirited persona, although perfect for garnering customers, has
resulted in branding and logo inconsistencies across platforms. These
inconsistencies have led to low brand awareness in the Athens market.
This campaign seeks to create a single, strong brand identity, to raise
brand awareness, promote engagement, and ultimately increase sales
while staying true to Dynamite’s quirky, light-hearted personality.
IMPACT
We achieved positive results in boosting social media reach via
Instagram, including increased followers and photo likes, and Facebook,
particularly in the impressions gathered via a 360-degree Facebook
photo of the store.
STRATEGY
To increase brand awareness, we streamlined Dynamite’s brand image,
including a logo redesign and social media revamp. We increased the
brand’s presence on Facebook and Pinterest and implemented unique
hashtags on Instagram to track which category of posts resulted in the
most engagement. To increase engagement with the brand with both
loyal and first-time customers, Dynamite sponsored events that are
reflective of its unique personality, such as the FDSA Spring Fashion
Show.
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10. EXECUTIVE SUMMARY
BACKGROUND
RESEARCH
BACKGROUND
RESEARCH
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11. SW
OT
SW
OT STRENGTHS
new inventory daily
great location
strong Instagram engagement
OPPORTUNITIESe-commerce
targeting fraternities/sororities
collaborations with Atomic Vintage and Community
seasonal fashion look book
THREATS
new stores opening downtown
increased availability of product category online
WEAKNESSESshaky presence on other social media platforms
inconsistent branding
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12. COMPETITIVE ANALYSIS
COLLABORATIVE ANALYSIS
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13. “We all support each other collectively. We were so excited
for Community when they expanded, even though it was a
bittersweet farewell, as they departed from above us! I’d
say we’re friends with everyone and honestly I think that, in
turn, it’ll reflect better on our brand if it’s that way.”
DIRECT COLLABORATORS
Atomic, Community, Agora
OTHER COOL PEOPLE
American Threads, Cheeky Peach, Indigo Child, Urban Outfitters
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14. SURVEY
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15. RESULTS
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17. STRATEGYSTRATEGY
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18. THE CREATIVE BRIEFTHE CREATIVE BRIEF
KEY FACT
CHALLENGE
OBJECTIVE
TARGET
TONE+MANNER
INSIGHT
PROMISE
SUPPORT
Dynamite offers fun, easy and affordable clothing that is
reflective of Athens’ authenticity.
18 - 34 rad individuals who live in the Athens area. These people aren’t
purveyors of the norm - they create a unique stylistic point-of-view
through their attire.
Retro, eclectic, colorful, and witty. Dynamite’s purpose is to mix
current and vintage fashions to create something uniquely new,
uniquely you.
Dynamite’s new and vintage inventory changes from day-to-day, and
a specific article of clothing is never guaranteed to be there the next
day.
Dynamite’s constantly evolving fashions encompass the free spirit of
Athens’ locals and the electricity of the city.
The brand understands that everyone identifies Athens different, and
therefore, encourages shoppers to peruse its’ inventory and create
something that distinguishes you from the masses.
Due to Dynamite’s inconsistent branding, it is experiencing low
brand awareness.
Build greater brand awareness by streamlining Dynamite’s social
media presence and introducing a reinvigorated brand logo.
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19. SOCIAL BRIEFSOCIAL BRIEF
KEY FACT
CHALLENGE
OBJECTIVE
TARGET
TONE+MANNER
MANDATORIES
INSIGHT
PROMISE
SUPPORT
Dynamite customers are active on social media and enjoy the
brand’s free spirited personality and witticisms.
Hip, outgoing people in the Athens area who love sporting vintage
trends and any reference to their nostalgic ‘80s or ‘90s. These people
are active on social media platforms and love engaging with favorite
brands.
Fun, offbeat and distinct tone that reiterates Dynamite’s branded
message and image on social media.
Instagram + Instagram Stories, Facebook, Website, Twitter, Snapchat
Dynamite is not only a vintage store; it also offers the styling help of
its staff. Consumers love the mannequin looks the brand creates and
shares across social media.
Dynamite provides consumers with inspirational fashion looks for
them to adapt to their own sense of style.
By introducing Dynamite’s stylized looks and distinctive tone of voice
to other platforms other than Instagram, the brand will cement their
identity as well as reach new segments of their target market.
The brand’s social media presence is shaky on platforms other
than Instagram, which conveys an inconsistent brand image.
Streamline Dynamite’s online presence by broadening its reach
to other platforms, including stronger activity on Facebook,
Pinterest, and the creation of a branded website.
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20. AVERY
EVAN Hip individualistic people
who live in the Athens area
@sl_averyy
UGA | 23, consumer of coffee, all things
music, and vintage fashion.
#DynaGal
@VANMO
UGA | 19, fashion visionary, and run of the
mill Sherlock Homeboy
#DynaGuy
Athens is a melting pot of different people from a wide array of
lifepaths, and Dynamite is representative of that. It provides you with
an opportunity to mix and match, to wear things no one else is going
to wear; to be, simply put, uniquely you.
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21. CAMPAIGN CONCEPTCAMPAIGN CONCEPT
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22. TNTHEN+
THERE
TNTN22

23. NTNTNTHERE
+NOW
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24. The TNT campaign highlights the rapidly changing
aspect of Dynamite’s inventory as well as playing
tongue-in-cheek to the brand’s explosive personality.
Get your merchandise then and there, as it is not
always assured to be available at a later time.
TNT: Vintage trends from then, brought to you now.
TNT: You’ll be blown away with Dynamite’s ever
changing merchandise. Here today, gone tomorrow.
BOOM (that’s your mind exploding with Dynamite’s
fusion of retro and modern fashions)
TNT
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26. IDENTITY REVAMP
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27. Dynamite provides merchandise to its consumers from the ‘80s and
‘90s along with fashions of today. This means its redesigned logo
needs to be reflective of that while also encompassing a modern
aesthetic to remain relevant with its target market. 27

28. There’s this electrical current that’s
in the air, a vitality, that makes
Dynamite so unique. The space
itself is a direct representation of
whom Dynamite actually is - you’re
bombarded (ha.) with vibrant
colors, fun prints, and different
textures. It’s a bit overwhelming at
first, but the longer you browse, the
more harmonious it all becomes.
CREATIVE
SUMMARY
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29. SOURCE SANS PRO
//BLACK ITALIC
SOURCE SANS PRO
//BLACK ITALIC
SOURCE SANS PRO // BLACK
Source Sans Pro // Semibold
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30. TOTE
BAG
FILL
UP
The Athens locale is an integral part of
Dynamite’s brand, and in homage to that,
our Talking Dog Team put an emphasis on
sponsored events to increase engagement
with the community. This includes a
customer appreciation night at Go Bar,
sponsorship of the FDSA Spring Fashion
Show, and Dynamite Doozy - a tote bag fill
up event.
EVENTS
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32. MERCHANDISE32

33. EXPERIENTIAL
MARKETINGDynamite isn’t just a vintage clothing store - it’s an experience.
With that insight, we wanted to transition customers’ mindsets
to begin perceiving Dynamite as such. Our Guerrilla Marketing
plan is to convert one of Dynamite’s large storefront windows
into a “Dynamite Magazine” cover spread. This would allow
customers to try on clothes and then have a photo-op to then
share across their social media, thus increasing brand awareness.
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34. ZINE
FRONT BACK
Customers love to see the stylized mannequins that
Dynamite’s stylists produce; however, not all of the
customers feel comfortable mixing and matching
in the same sense. To answer this need, our team
suggested that Dynamite release a seasonal zine. Zines
are super cool, super casual, and super easy to produce
magazines that would showcase the stylists’ tips
and tricks on how to wear trends they carry in-store.
The advice included in the zine would drive people
to willingly read them and prompt them to seek the
featured products in Dynamite’s store.
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36. LOOK BOOK
PHOTOGRAPHYAnother nuclear component of Dynamite’s brand is the fusion
of vintage and modern trends, as well as the strong styling
by Dynamite’s staff. To capture this, the photography for the
campaign was based on a street style look book theme. This
design choice gives both a creative and professional look
to the clothing, as well as outfit inspiration for customers.
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40. ONLINE PRESENCEONLINE PRESENCE
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41. The goal of the TNT campaign is to create a
more cohesive branded identity by positioning
their social media platforms as a singular unit.
This included the implementation of a cross-
platform message and use of platform-specific
tools to increase the overall brand awareness and
engagement.
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42. UNIQUE DIGITAL EXPERIENCE
With the introduction of its new spring line, Dynamite
redesigned its store layout, which was bomb reasoning for
our team to shoot a 360 degree video which was shared on
Facebook. This inspired Dynamite customers to come in
store to check out the new space and brand new inventory.
FACEBOOKIn January, Dynamite launched their annual Percentage Sale
- which starts by reducing merchandise 25% and working
its way to the highly anticipated $5 Sale. The goal of this
sale is to clear out fall and winter merchandise to make
room for spring pieces. In order to promote this event, our
team revamped Dynamite’s Facebook page (first time being
updated since 2013) with a new profile picture and cover
photoandthecreationofaneventtokeepconsumersupdated
on the ongoing sale. To increase brand awareness, all of the
photography chosen for the page update was marked with
Dynamite’s refreshed logo.
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43. INSTAGRAM
In order to tap into Dynamite’s most active social vehicle,
Instagram,weintroducedinteractivecomponentstoengage
followersandpushnewcontent.InOctober,theteamhosted
a costume contest on Instagram to generate user content
that showcased how consumers utilize Dynamite’s range
of merchandise for their own sense of style. The design
for event graphics was kept simple and characteristic of
the newly designed logo - meaning minimisation meets
‘90s geometric patterns and color schemes. We also chose
to use the professional images from the Look Book photo
shoots in combination with #TNT and #BlowThemAway for
synergization of the campaign.
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44. PINTEREST
AsDynamite’sinventoryisconstantlychanging,introducinge-commercethrough
its website did not exactly match with the brand’s needs at the time. Pinterest
is a great alternative for this as Dynamite can constantly update style boards of
new merchandise. This allows customers to either comment they would like to
purchase an item or come into the store to find the specified article of clothing.
This platform allows for a more casual outlet and regular update of its fashion
styling in real-time. Bringing inventory to Pinterest will not only build brand
awareness and grow its customer base, but also increase its margin of sales.44

45. SNAPCHAT
TWITTER
This is another platform that can be utilized to increase brand engagement,
as it can be a great way to inform customers of newly arrived merchandise
as well as using a geofilter for when consumers are in the store. By posting
images on their own Snapchat stories, current customers can inform
potential clientele of Dynamite Clothing.
As part of our strategy to create a consistent brand image, we created a new
Twitter account and consulted Dynamite staff on how they can utilize this
platform to build a stronger customer base and increase brand awareness.
Twitter also assists with the brand’s presence on social media, and to remain
consistent, we suggested that they use the hashtags #DynamiteAthens,
#DynaGal, #DynaGuy, or #TNT.
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46. NEW WEBSITE
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47. Dynamite Clothing did not
have a branded website, and
creating one was one of Lori’s
main requests for our team.
Keeping in mind the rapid speed
at which its merchandise turns
over, we decided not to include
an e-commerce component to
the site at this time; however,
we did create Look Books to
showcase both the clothing
trends they carry, as well as the
additional service that its stylists
provide to customers. Our team
also implemented the Street
Style Blog, christened, “On
Wednesdays,WeWear,”whichisa
perfect way for the brand to stay
connected with their customer
base, as it is a fun way to inform
the public to trends that are
quintessential Dynamite. Also
included on the site is an RSS
feed of their Instagram because
this is where the strength of the
brand lies.
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48. RESULTS +
RECOMMENDATIONS
RESULTS +
RECOMMENDATIONS
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49. INSTAGRAM
Across the six months of the campaign,
there was an 18.3% follower increase
on Instagram - this equates to a new
839 individuals following Dynamite’s
account. Post engagement also saw an
increase - likes per picture rose 33% and
comments rose 67%.
FACEBOOK
On Facebook, Dynamite’s page likes
increased 4% with a total of 74 new
fans. Post engagement rose overall with
an average of 400 likes and comments
and 120 page-views per month.
FOLLOWERS + PAGE LIKES
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50. RECOMMENDATIONS
VINTAGE CRAWL | Dynamite has a great relationship with other vintage
stores in the Downtown Athens area. A Vintage Crawl would be a great way
to showcase the collaboration amongst vendors as well as increase brand
awareness among customers who may frequent their collaborators. Ticket
purchase would include a discount at all of the venues along the route.
WEBSITE | In 2017, every business needs an interactive homepage to funnel all
of its online activity. We recommend that Dynamite continue their subscription
to Squarespace and actively update the content. Suggested information to
include would be the seasonal Look Books, Dynamite street style blog, Meet
the Team portfolios, links to social media pages, and options for consumers to
subscribe to Dynamite updates.
SOCIAL MEDIA INTERN | Due to its close proximity to UGA’s campus, Dynamite
has access to many talented students who could assist as social media interns.
It could partner with the Student Merchandising Association to find semester
interns who would be thrilled to help operate the Dynamite branded website.
The role of the intern would include: Look Book updates, email listservs,
blog posts, and customer support. The interns would also be responsible for
managing the social media accounts to maintain a consistent image cross-
platform.
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51. CONCLUSIONCONCLUSION
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52. OVERALL...Overall we were able to increase engagement and followers on Dynamite’s
existing Facebook and Instagram accounts through consulting the Dynamite
staff on how to promote their spring sale. Our team also advised the owner
on how to create posts that were cohesive with the TNT campaign, which
cemented their brand identity and built awareness beyond their core customer
base. In addition to their already existing social media platforms, our team
recommended that Dynamite branch into other platforms - Pinterest, Twitter,
and a branded website. We acted on these recommendations and created
accounts for Dynamite that were cohesive with their reinvigorated brand
identity and the TNT campaign. We recommend that the client start using
these new platforms regularly with consistent hashtags - #DynamiteAthens,
#DynamiteTNT, and #TNT - in order to continue building brand awareness
and keeping their existing customers engaged and informed about their ever
changing inventory.
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53. THANK YOUTHANK YOU
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