This document outlines a marketing plan for Command Hooks targeting young urban professionals. It recommends positioning Command Hooks as a fashionable solution for organization and style. A core message is that Command Hooks bridge organization and style in an affordable way. The plan suggests making the brand more active on Pinterest by creating inspiration boards and encouraging users to share creative hook designs with contest prizes. The goal is to show Command Hooks can bring attention and individual expression beyond basic hanging.

1. H&S
AGENCY
JULIA
HEAVEY
&
STEPHANIE
SEMET
CM
417
A1
ASSIGNMENT
1:
PRODUCT
OCTOBER 17 2013

2. COMMAND
HOOKS

3. PRODUCT
CHALLENGE
Command
Hooks
are
seen
purely
for
organization
or
for
their
literal
purpose:
to
hang
things.

4. TARGET
AUDIENCE
Demographic
• Males
and
Females
22-­‐28
• Single
• Native
city-­‐dwellers
• Average
income
of
$45,000/year

5. TARGET
AUDIENCE
Psychographic
• Low-­‐commitment
people
who
don’t
like
to
be
tied
down—whether
it’s
in
their
job,
their
relationships,
or
their
following
of
trends.
• Tech
savvy
and
active
on
social
sites
like
Twitter,
Instagram,
and
Pinterest,
which
they
use
to
show
off
their
aesthetics.

6. TARGET
AUDIENCE
• Independent
people
who
like
to
express
their
individuality.
• Don’t
like
to
accept
help
from
other
people—
even
though
they
probably
have
never
used
a
hammer
in
their
lives.

7. CORE
MESSAGE
Command
Hooks
are
the
most
fashionable
solution
for
fast-­‐paced
city
people
who
are
looking
to
bridge
organization
and
style
in
an
affordable
way.

8. IDEAS
EXPLORED
“Confessions”

9. IDEAS
EXPLORED
“MVP:
Most
Valuable
Possession”

10. FINAL
RECOMMENDATIONS:
COMMAND
ATTENTION.

15. FINAL
RECOMMENDATIONS
Digital/Opt-­‐in
• Make
the
brand
more
active
on
Pinterest,
where
its
target
audience
goes
to
look
for
design
inspiration
and
ideas.
• Brand
can
create
Inspiration
Boards
with
creative
and
unconventional
ways
that
Command
Hooks
can
be
used
in
design.
• Encourage
others
to
upload
their
own
designs
with
the
hashtag
#commandattention
and
#commandhooks,
that
the
Command
Hooks
page
will
re-­‐pin.
• Create
contest
where
the
most
creative
use
of
Command
Hooks
wins
a
lifetime
supply
of
the
product.

16. Thank
You!