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Lululemon Athletica
Editorial Content Strategy Brief
5/14/15
Kelly Merole
2LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
Index
Introduction
Landscape Review
Strategy
Kit and Ace
What Is Bea...
3LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
“Elevating the world from mediocrity to greatness.”
INTRODUCTION
4LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
This deck is to illusrate the new and improved blog of Lululemon Ath...
5LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
LANDSCAPE REVIEW
6LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
Kit and Ace
www.kitandace.com
Story
Backstory to luxury sister brand...
7LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
What Is Beautiful:
Under Armourhttp://whatsbeautiful.ua.com/newslett...
8LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
Chi Blog:
Athletahttp://www.athleta.net/
Story
A blog by Athleta to ...
9LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
STRATEGY
10LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
Longevity. Health. Fun.
Strategy
Lululemon’s Editiorial Opportunity...
11LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
Focus on the life of your
stories.
Create useful stories. Keep it l...
12LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
Subjects
People. Places. Things.
People associated with Lululemon, ...
13LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
STORY TYPES
14LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
Recipes
Activity Guide
For The Soul
Travelogue Style Profile
Athlet...
15LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
“Quick Fix”
Recipes
Story Types
Invite your readers to create simpl...
16LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
“Ways to Be Zen”
Activity Guide
Story Types
With an athletic schedu...
17LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
“Vagabond”
Travelogue
Story Types
If you really want your readers t...
18LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
“Style Profile”
Profile
Story Types
The women of Lululemon are not ...
19LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
“Athlete of the
Month”
Profile
Story Types
To juxtapose the fashion...
20LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
“Amp Up Your Work
Out”
Playlist
Story Types
To amp up our athletes ...
21LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
“Lululemon Crush”
User Generated Content
Story Types
Every week we ...
22LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
“Form is Key”
Move of the Week
Story Types
Form is essential for th...
23LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
CADENCE
24LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
Recipes
Activity Guide
Every 2 Weeks 1 Month
Travelogue
Style Profi...
25LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE
Thank you!
kelly.merole@gmail.com
Kelly Merole
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Editorial Content Strategy for Lululemon

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Editorial Content Strategy for Lululemon

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Editorial Content Strategy for Lululemon

  1. 1. Lululemon Athletica Editorial Content Strategy Brief 5/14/15 Kelly Merole
  2. 2. 2LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE Index Introduction Landscape Review Strategy Kit and Ace What Is Beautiful Chi Blog Story Types Site Map Story Types Cadence Contact &Thank You 2 5 9 13 23 25
  3. 3. 3LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE “Elevating the world from mediocrity to greatness.” INTRODUCTION
  4. 4. 4LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE This deck is to illusrate the new and improved blog of Lululemon Athletica, restructing and creating a cohesive strategy towards posting and cadence. It will help Lululemon to bring the readers what they want to read, and also help readers become ambassadors of the brand. As brand ambassadors, they will ideally convert friends and followers to also partake in the Lululemon following, and increase not only sales, but athletiscism across the U.S. Lululemon will gain the respect it deserves for it’s quality merchandise and provide the tools for all athletes to live better, healthier, and fun lives. Introduction LULULEMON’S NEW BLOG
  5. 5. 5LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE LANDSCAPE REVIEW
  6. 6. 6LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE Kit and Ace www.kitandace.com Story Backstory to luxury sister brand of Lululemon Inspiration for Lululemon Elevated yet personal featured stories. Sophisticated photos to accompany luxury photos of the products. Focused on urban professional life. Voice Hip, fresh, high end, and back to roots. Blog Content Meet Kit (4-7 images, 1 paragraph), Artist Interviews(6-10 images, 3 paragraphs), Tour Blog Posts (2 images, 5 paragraphs) Landscape Review
  7. 7. 7LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE What Is Beautiful: Under Armourhttp://whatsbeautiful.ua.com/newsletters/wall Story A blog by Under Armour to promote women exercising Inspiration for Lululemon Realistic stories, non pretentious photography, women inspired. Voice For all yogis and young fit females. Very feminine. Blog Content Goals (2 images, 5 paragraphs), Status updates (3 images, 4 paragraphs), Workout profiles (1 images, 3 paragraphs at most). Landscape Review
  8. 8. 8LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE Chi Blog: Athletahttp://www.athleta.net/ Story A blog by Athleta to promote style, fitness, and wellness. Inspiration for Lululemon More of a how to type blog, inspirational and healthy looking images. Voice For a healthy lifestyle and athletic people Blog Content Yoga/fit stories (4-6 images, 5 paragraphs), Feautured Events (3-5 images, 5 paragraphs), and Recipes (4-7 images, 5 paragraphs) Landscape Review
  9. 9. 9LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE STRATEGY
  10. 10. 10LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE Longevity. Health. Fun. Strategy Lululemon’s Editiorial Opportunity is to build a blog that embodies and encourages people to engage in these three core values: longevity, health, and fun. Making life more participatory and fulfilling, the stories will feature real athletes with real struggles that come along with fitness, so that people can truly challenge themselves and go above and beyond in all aspects of life. A reader will be able to not only reflect on the progress they’ve made, but establish new goals for how they want to live their lives. The stories will inspire your visitors. They’ll want more of that fun health kick and turn into frequent readers, and advocate the brand in a positive way. Thus giving Lululemon more customers.
  11. 11. 11LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE Focus on the life of your stories. Create useful stories. Keep it lighthearted and fun. How are Lululemon’s stories going to help a customer or reader? What will they use in our articles to help them with their everyday lives? We want what we stay to really affect and help someone. Useful is our priority. A person who buys Lulu is serious about quality and about the lifestyle they would like to have. Providing them with pointers for how to achieve this is a plus. If we’re not having fun, no one else will be either. The tone should be playful, yet humourous. Our readers will be able to relate to our stories on a personal level if a real person wrote them. Enjoy yourselves! Principles Strategy
  12. 12. 12LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE Subjects People. Places. Things. People associated with Lululemon, or up and coming specialists. • Designers • Brand Ambassadors • Bloggers • Brands • Instructors Stories about events and where we’re having them. Additionally stories about the health and wellness lifestyle of a certain area. • Fitness Studios • Running Events • NYC Yoga Culture • Restaurants This includes objects, merchandise, food specials, and our short form brand inspiration stories. • Music • Food • Skills and Techniques • Design Inspiration Strategy
  13. 13. 13LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE STORY TYPES
  14. 14. 14LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE Recipes Activity Guide For The Soul Travelogue Style Profile Athlete of the Month Amp Up Your Work Out Music Lululemon Crush People We Love Move of the Week Workout Tips
  15. 15. 15LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE “Quick Fix” Recipes Story Types Invite your readers to create simple and quick recipes for their day. Athleta’s Chi Blog includes stories about pre workout snacks, post workout snacks, healthy dinners, and reinventing the bagged lunch.These stories should inspire healthy lifetsyles in all aspects. It will help readers have the essential ingredients for working out and staying active. Ingredients: 5 original images 250 - 500 words Cadence: 1 story every week
  16. 16. 16LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE “Ways to Be Zen” Activity Guide Story Types With an athletic schedule, sometimes your readers will have less time to relax. It’s always important to help them find their happy place is, wherever or whenever that will be. Inspired by a blog post by Without Walls, Lululemon should include stories about getting out there, detoxing, letting go, and incorporating relaxtion into their lives. These stories would inspire readers to experience life in ways they wouldn’t and take a step away from the day to day schedule. Ingredients: 5 original images 300 - 600 words Cadence: 1 story every 2 weeks
  17. 17. 17LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE “Vagabond” Travelogue Story Types If you really want your readers to get the best use out of Lululemon Apparel, they have to get out there! Encourage you readers to not only exercise, but go to the places they’ve always wanted to go. Inspired by a blog post by Chi Blog, Lululemon should include stories about leaving home, new spots to see, and new exeperienes they wouldn’t otherwise have considered, but should.These stories would inspire readers to really stretch the boundaries of their location. Ingredients: 10 original images 100 - 200 words Cadence: 1 story every month
  18. 18. 18LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE “Style Profile” Profile Story Types The women of Lululemon are not only fanatics about functionality, but also fashion itself. Everyone wants to look good while tthey work out. Showcasing a stylish person that represents Lululemon is necessary. Inspired by a Kit and Ace’s Meet Kit Story, Lululemon should include stories about a fashionistas favorites, who she is as a person, and how exercise is a staple of her life.These stories would make readers feel hip and current in this fast fashion society. Ingredients: 9 original images 100 - 150 words Cadence: 1 story every month
  19. 19. 19LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE “Athlete of the Month” Profile Story Types To juxtapose the fashionista article, athletes should be inspired by the other athletes around them. Inspired by a Without Wall’s Trailblazers, Lululemon should include stories about their personal inspiration story, what they do on a , and a new activity for our readers. Ingredients: 4 original images 300 - 350 words Cadence: 1 story every month
  20. 20. 20LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE “Amp Up Your Work Out” Playlist Story Types To amp up our athletes workouts, we have a fun and upbeat playlist out every month. Inspired by a Free People blog post, Lululemon should include music and photos that really embody the rush that we need to work out. We’re talking hypercharged and ready to go. Ingredients: At least 5 original images 10 Songs Less than 100 words Cadence: 1 story every month
  21. 21. 21LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE “Lululemon Crush” User Generated Content Story Types Every week we will have a Lululemon crush that features the brand ambassadors that love our stuff. It makes the community united as whole. Ingredients: 1 taken image Less than 100 words Cadence: 1 story every week
  22. 22. 22LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE “Form is Key” Move of the Week Story Types Form is essential for the Lululemon lover. We don’t just want fit bodies, we want storng bodies. By having a form check every week, we can ensure Lululemon readers are getting the most out of their workouts. Ingredients: At least 5 original images or 1 video 100 words Cadence: 1 story every week
  23. 23. 23LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE CADENCE
  24. 24. 24LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE Recipes Activity Guide Every 2 Weeks 1 Month Travelogue Style Profile Athlete of the Month Amp Up Your Work Out Lululemon Crush Move of the Week 1 Week Cadence
  25. 25. 25LULULEMON.COMEDITORIAL CONTENT STRATEGY KELLY MEROLE Thank you! kelly.merole@gmail.com Kelly Merole

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