2. LL Bean
Project Overview: Demographics: Deliverables:
To take a successful brand and reposition it to a new demographic by Age: 11 to 17 Deliverables using recognizable extreme athletes throughout the tour will
creating a sub brand LL and promotional tour, The LL Bean Racing Series, Sex: Male engage the demographic on a personal level, giving them an opportunity
using recognizable action sport athletes. Implementing stops in five major Marital Status: Single to watch their favorite athlete participate in a new sport, Urban BMX.
urban cities: Seattle, Portland, San Francisco, San Diego, and Las Vegas. Education: Jr. High and High school
Home: Lives with parents Print Ad: Placement in Transworld magazines, ads will
reach over 2,000,000 new customers a month.
Key Fact:
Although LL Bean is a key competitor in the outdoor market, they Psychographics: Billboards, Train and Truck Ads: Billboards will be placed at
have been unsuccessful marketing to the 11-17 demographic. Need to fit in and/or be accepted by peers upcoming tour stops to inform the local market.
Dependant on family
Outgoing
Problem the Campaign Must Solve: Need for adventure/likes to try new things Catalog: The LL Bean catalog will serve as the first point of
The campaign must present the new sub brand LL, as a cool, young Need to stand out contact introducing the action sport athletes and the tour.
and exciting outdoor brand designed for the 11-17 oriented market. Future success matters in their life/wants to go to college
TV Spot: The TV spot will run during other extreme sports
Company Description: Mentalities: programming to introduce LL Bean to the new demographic.
LL Bean is an outdoor clothing and supply company Loves being active
dedicated to quality, customer satisfaction an over all Thrives on the rush of adrenaline
Web Banners: Introduce and create awareness for promotional tour;
excellence. Specializing in online and catalog sales. Wants to be like the older kids
also to direct demographic to LL Bean website.
Loves family
Loves being adventurous and risk taking
Promise: Takes pride and care of belongings
LL Bean promises to uphold their commitment to quality while expanding style
and innovation while introducing the new brand with designs called LL.
Competition:
R.E.I. Columbia
Cabela’s Marmot
North Face Patagonia
LL Bean Racing Series
3. City Train [MAX] Outdoor Billboard
Cargo Truck
Environmental [City Bus Stop]
Courtesy Car [Subaru]
4. National Print Ad
Web Banner [actual pixels: 600 x 150]
Web Banner [actual pixels: 250 x 522]
5. Catalog (back cover) Catalog (front cover) Catalog (spread)
P025
0001
PO Box 34829 Los Angeles, CA
PORTLAND, OR 97209-3547
1230 NW 12TH AVE APT 430
CHAD SOESBE
***********************************AUTO**5-DIGIT 97209
CUST # 3054591 SOURCE 52521
“A cloak of magical powers.”
ThisyearLLBeanRacingfocusedon
creatingacohesivecollectionthat
POSTAGE
combinesfits,colors,materialsand
personalityintooneuniqueoffering. Regular Fit
70%Acrylic/30%Wool
5 gauge
Garmet Wash
30 second commercial: opens with music (Black Flag)
Red & Photo FADE to
Bars Begin to Fall | 5 sec. 5 sec. 5 sec. Logo | 5 sec. Logo 5 second FADE OUT
black bars
The commercial is one continuous graphic of the logo being put together, using the racing colors and then fading into the standard black with red logo.
Dynamic, fast and vague, leaving the customer curious and wanting to explore the website for answers.
6. Portland Rock Gym
Project Overview: Demographics: Deliverables:
A guerilla campaign to create brand awareness, while Age: 24 to 32 Having “Portland Rock Jim” running through public places with
attracting new membership by conveying a non-threatening/ Sex: Male and Female a gaggle of followers trying to catch and climb him to show
welcoming environment for the consumer Marital Status: Married or dating potential members the fun and welcoming side to the gym.
Education: Currently in college or a college graduate
Home: Renters or first-time home buyers Portland Rock Jim - represents the common gym going person, not the
Key Fact: hardcore gym rat but definitely into staying fit and having fun while working
Portland Rock Gym is an alternative, fun way to work out. out. He wears a simple backpack-type outfit with rock climbing holds
attached and encourages people to follow him to the Portland Rock Gym.
Psychographics:
Problem the Campaign Must Solve: Need to do their own thing/be individuals Gaggle of followers - differently dressed members of the
The campaign will attract new prospective members by showing Dependant on family and friends public following and chasing Portland Rock Jim.
how playful and welcoming the gym is by showing people that Outgoing and social
rock climbing is a fun alternative to a traditional workout. Need for adventure or to try new things
Non-traditional
Career and goal oriented
Company Description
An indoor rock climbing gym that offers private instruction, group Mentalities:
and corporate events, as well as other creatively themed nights. Loves being active
Thrives on being a part of the community
Conscious of the environment
Promise: Loves family and dog
Portland Rock Gym promises to offer more adventure and Loves being adventurous
excitement than a traditional gym workout without the Works hard
intimidation of more experienced rock climbers. Takes care of body, physically and mentally
Competition:
24-Hour Fitness
LA Fitness
Bally’s
Portland Rock Gym
8. Pandora.com
Project Overview: Deliverables:
To attract the perspective demographic to test, learn and use the service. Demographics: Placing the cubicle in a high-traffic area that the
Age: 24 to 35 demographic frequents, to ensure use of service.
Sex: Male and Female
Key Fact: Marital Status: Married or dating
Pandora.com allows the user to input current favorites Education: College graduate Cubicle: With appealing graphics and free Internet for
to ultimately expand their musical interests. Home: Upscale apartment, condo, or small starter home users, the cubicle will turn new users into listeners.
Problem the Campaign Must Solve: Promotional Items: Ear buds: ties directly into listening to the service
The customer must become that they can discover new music Psychographics: Mouse pad: is a constant reminder of Pandora.com while at computer
in genres they like on Pandora’s virtual radio station. Need to be on top of current trends and new technology
self-reliant
Liberal
Company Description: Need for adventure and new things or change
Pandora is a music discovery service designed to help one enjoy music they Non-traditional
already know, and to help them discover new music to enjoy and love. Career oriented
Promise: Mentalities :
Pandora promises to tailor the client’s play lists to their types of music Loves being trendy
and provide them with similar selections of music, as well as introduce Thrives on helping the community
the listener to new music within the genres they already enjoy. Wants to be sustainable and “green”
Loves my independence
Loves being exploratory and adventurous
Competition: Works hard and takes care of belongings
iTunes
Traditional radio
Internet radio
CD’s
Pandora.com
10. Oregon Alliance for Arts Education
Project Overview: Demographics: Deliverables:
Approaching the current and prospective demographic with a new and fresh Age: 34 to 48 By updating the press kit for an already successful charity, this just adds to the
brand identity to generate awareness and revenue for this organization. Sex: Male and Female ability they have to generate donations. With art programs being cut because
Marital Status: Married budget shortfalls, their mission and fund raising are more important than ever.
Education: College or other higher education
Key Fact: Home: Affluent
The oregon Alliance for Arts Education (oAAE) is an organization that Press Kit:
supports and promotes arts education in schools and in the community. Letterhead
Psychographics: Business Card
Mailing Envelope
Problem the Advertisement Must Solve: Need or desire to give back to the community
Mailer: For perspective donors
To bring art back into the classroom Has many people depending on them
Newsletter: To teachers and educators to keep them up-to-date on activities
Politically active
sponsored by OAAE.
Socially responsible
Company Description: Traditional and reserved
Brochure: General information about oAAE’s mission to keep/promote art in
schools
The oAAE is a non-profit organization that is directly affiliated with the John Career oriented or retired
Media List
F. Kennedy Center for the Performing Arts, which provides a liaison between
PR Plan
national and statewide agencies and all private and public art organizations.
Mentalities: Press Release
Loves being proactive
Promise: Thrives on helping and giving back to the community
Wants to help the environment
oAAE promises to keep art as part of the student curriculum.
Loves family
Loves being able to give to others
Competition: Works hard
Local charities
Oregon Alliance for Arts Education
12. Clear Creek Distillery
Project Overview: Demographics: Deliverables:
By using the color of the product, it enables the consumers to be Age: 25 to 34 By using the recycle logo and the tag line “Go Green,” we are playing
curious of the project and its “green” qualities, while playing on the Sex: Male and female on the global trend to label every product green. This product is actually
current trend of sustainability and the “go green” concept. Marital Status: Married green and trying it is what is being suggested. With no universal symbol
Education: College for Sustainability yet, the recycle symbol in the mind of the public
Home: Fashionable and expensive represents efforts and attempts at going green or being sustainable.
Key Fact:
Clear Creek only uses local homegrown products. Print Ad: Placed in high-end spirits magazines such as Wine spectator
Psychographics: and Imbide, this will speak to the demographic that educates
Problem the Campaign Must Solve: Need to stand out and impress its self about the new and exciting spirits being offered.
Make the demographic aware that there is a new Conservative with a need for fulfillment
and exciting product on the market. Traditional
Career oriented Web Banners: Placed on spirit web sites as well as social sites to
appeal to the demographic that is always trying new things.
Company Description:
Clear Creek has succeeded in making world-class spirits for over twenty Mentalities: Bar Coaster: This will talk directly to the demographic while ordering
years. They use traditional methods using fruit grown in their own orchards. Loves to try new or exclusive things and drinking at the bar, with the unique color of the product and the
Thrives on being active in the community interest in the “go green” concept, the consumer will be intrigued.
Wants to help the environment
Promise: Loves my family
To deliver a unique and distinctive quality of spirits Loves being outdoors
Works hard
Competition: Takes care and values belongings
Patron Grey Goose
Absinth Makers Mark
Clear Creek Distillery
13. Print Ad Beverage Coaster Web Banners
Introducing the perfect tree spirit.
Introducing the perfect tree spirit.
An Eau De Vie of Doug Fir, made from
An Eau De Vie of Doug Fir, made from
spring buds of the Douglas Fir Tree,
spring buds of the Douglas Fir Tree,
using no arti cial colors or avors.
using no arti cial colors or avors.
Now that’s Going Green.
Now that’s Going Green.
clearcreekdistillery.com clearcreekdistillery.com
Introducing the perfect tree spirit.
An Eau De Vie of Doug Fir, made from
spring buds of the Douglas Fir Tree,
using no arti cial colors or avors.
Now that’s Going Green.
clearcreekdistillery.com clearcreekdistillery.com
clearcreekdistillery.com clearcreekdistillery.com
clearcreekdistillery.com
Introducing the perfect Introducing the perfect
tree spirit. An Eau De Vietree spirit. An Eau De Vie
of Doug Fir, made from of Doug Fir, made from
spring buds of the Douglas buds of the Douglas
spring
Fir Tree, using no arti cial Tree, using no arti cial
Fir
colors or avors. colors or avors.
Now that’s Going Green.Now that’s Going Green.
14. J. Marie
Project Overview: Demographics: Deliverables:
Introduce two new bottles of wine from J. Marie Vineyards, using Age: 32 to 39 Hosting an event at a well-known downtown wine shop shows the
a trendy wine shop on a First Thursday (a Portland tradition). Sex: Male and female younger demographic this brand in committed to constantly finding
Marital Status: Married and single new drinkers, all while saying to its existing customers that they are also
Education: College serious about surrounding itself with well-educated wine drinkers.
Key Fact: Home: Moderate house
J. Marie is an award-winning vineyard while maintaining a moderate price point. Invitations: Bulk mailers to existing mailing list collected voluntarily
at vineyard as well as zip codes in downtown neighborhoods
Problem the Campaign Must Solve: Psychographics:
Create an event to introduce two new wines for the moderately Need to find a bargain Web Banners: Placed at local event sites, local social networks and local art sites
priced J. Marie vineyards while attracting new and younger Dependant on self
demographic, while not alienating the current demographic. outgoing/Likes change
Career oriented Posters: Placed in Downtown areas to appeal to the younger demographic
Company Description:
Mentalities:
J. Marie is a vineyard that has been successful within just a few years Loves to try new things
after opening its doors. With a commitment to quality control and Thrives on being active in the arts community
innovation, J. Marie has been able to produce award-winning wines Wants to help the environment
while making it available to new and old wine drinkers alike. Loves family and friends
Loves being outdoors
Works and plays hard
Promise:
J. Marie promises to continue to push the envelope while
keeping their wine affordable for all to enjoy.
Competition:
sokol Blosser Argyle
Alice White Ravens Wood
Four Graces Red Bicylette
J. Marie Vineyards
15. Web Banners Wine Tasting Invite Poster
a FIRST THURSDAY EVENT
We are very proud to bring you our 2005 Zinfindel Tyler Edition
and 2000 Chardonnay Special Reserve
Cork • A Bottle Shop is proud to present J.Marie’s 2nd annual wine tasting event.
We are very proud to bring you our 2000 Chardonnay Special Reserve Venue • Cork - 1715 NW Lovejoy
Date • June 4th 2009
and 2005 Zinfindel Tyler Edition
Time • 6 to 9
Door • FREE
Cork • A Bottle Shop
is proud to present J.Marie’s 2nd annual wine tasting event.
Cork • A Bottle Shop is proud to present J.Marie’s 2nd annual wine tasting event.
Chad Soesbe
723 S. Vineyard Rd
Portland, OR 97282
Venue • Cork - 1715 NW Lovejoy
Date • June 4th 2009
Time • 6 to 9
Door • FREE
a FIRST THURSDAY EVENT
a FIRST THURSDAY EVENT
16. SPECIALDELUXE
Project Overview: Demographics: Deliverables:
To make the brand, sPECIALDELuXE, an active component of Age: 18 to 24 special Deluxe is a two-part project with an online blog style website and
the consumers’ lifestyle and to drive internet traffic to the store Sex: Male and Female a physical location that will serve as a hub for innovation and design.
to make purchases and experience the brand firsthand. Marital Status: Single
Education: High school and college
Home: Apartment Website: The blog style magazine is a one stop for all
Key Fact: things street wear, subculture design and art.
To successfully link the Internet and the store location, sPECIALDELuXE, this
allows for exclusive access to store activity and projects based on Internet visits.
Psychographics: Store Front: The store will be consistant in temrs of marketing and
Need to be and individual with personal style branding the SPECIALDELUXE logo and lifestyle to match the website.
Problem the Campaign Must Solve: Dependant on self
Trendsetter
The Store will not only serve as an outlet for SPECIALDELUXE clothing and
products but also will serve as a venue for all things art and design with
Create longevity for the brand through a strom web presence
A need to be different roots and inspiration stemming from the street wear subculture.
and consistant branding in the retail enviroment.
Non-traditional/tries new things and trends
All about the here and now
Company Description:
The SPECIALDELUXE brand is a lifestyle brand touching on all aspects Mentalities:
of design with emphasis on clothing, design & events. Loves being active
Thrives on the unknown
Concerned and aware of the environment and surroundings
Promise: Love my crew
To deliver unique and innovative styles in a cluttered street-wear market Takes care of my clothes
by creating limited amounts of product so that it holds value for the
customer as well as creating a location for all things SPECIALDELUXE.
Competition:
Bape Huf
BBC TheHundreds
SPECIALDELUXE
