The document outlines Patagonia's history, strengths in high-quality and environmentally-friendly products, and a strategic focus on activism and sustainability in its marketing efforts. It includes a SWOT analysis, emphasizes the brand's commitment to transparency and community engagement, and details various digital marketing activities aimed at enhancing customer relationships and awareness. Patagonia's approach involves storytelling and social media engagement to resonate with its target audience, advocating for environmental issues while encouraging responsible consumer behavior.

1. Team 4
Patrick Crowley, Matt Hinger, Devon Hawkinson, Jess Munzial
Irshika Sharma, Zoe Chai, Nicole Zwally, Melanie Goulet, Joana Marmelo

2. Analysis Phase I

3. Patagonia History
● Founder Yvon Chouniard, got his start as a climber in 1953
○ Started at the age of 14
○ Became a member of the Southern California Falconry Club
● Built a small shop in his parents’ backyard in Burbank
○ 1970 - business became the largest supplier of climbing hardware
○ However, became an environmental villain as his gear damaged the rock
● Led Patagonia to devote time and money to help the environment
○ Switched to organic cotton
○ Used more hemp mixed with recycled polyester
● This movement eventually led to their mission statement
○ “Build the best product, cause no unnecessary harm, use business to
inspire and implement solutions to the environmental crisis.”

4. SWOT Analysis
Strengths
● High-quality products
● Environmentally friendly business
● Manufacturing process
● Low employee turnover
Weakness
● Low employee turnover
● Few customer loyalty initiatives
● Less fashionable apparel compared to
competitors
● Price
Opportunities
● Increase of online spending
● Increase of environmental activism
● Expand target market
● Expand to new countries
Threats
● Competition (Columbia, North Face, REI,
etc)
● Ageing target market

5. Situational Analysis
● Patagonia is a business that operates as an apparel company.
● The company focuses on the sales of apparel for the outdoors and other
adventurous activities.
○ Alpine Climbing
○ Hiking
○ Snowboarding
○ Surfing
○ Yoga
● Values reflects the minimalist lifestyle once created by a band of
climbers and surfers
○ Style created based off of this
● A very environmentally safe company that focuses on reusable clothing
while using safe materials to produce the apparel

6. Situational Analysis
● Resonates with target audience via social media
○ Facebook
○ Twitter
○ Blog - “The Cleanest Line”
● At odds with the planned obsolescence approach
○ Environmental and social events promoted online
● Uses storytelling to turn consumers into activists
○ Used its catalog and website as an editorial outlet
for stories
○ Promotes ambassadors through various events
Current Digital
Marketing Activities

7. Marketing Objectives
● Improve product awareness and enhance customer relationships by showing
consumers what goes into products
○ For example: taking out a full-page ad that detailed environmental costs of a top-selling
sweater
● Enhance customer relationships by allowing customers to share their stories
and helping customers reach their goals
○ Worn Well Program teaches consumers how to repair their worn apparel
○ The company releases content that instruct consumers (ex. How to master fly-fishing)
● Have the brand be recognized as an activist company and a leader in
pushing for environmental awareness and environmentalism
○ For example: Patagonia commits 1% of their total sales or 10% of their profit, whichever is
more, to environmental groups

8. Target Audience
1. Consumers whose interests
center around athletics
2. Consumers who are heavily
invested in making a better
future
3. Consumers who are looking for
athletic apparel

9. Target Audience [Cont.]:
Digital Platforms
● Instagram, Facebook, and Twitter
● All have the same aesthetic in looks
○ Very nature based
● Have very similar messages
● Use it as a platform to express
their messages and values
○ Ex. Bear Ears lawsuit against
President Trump
● Quick replies to customers

10. Integrated Marketing
Communications
“Worn Wear” Tour Campaign:
● “Keep our gear in action longer and reduce
your need to buy more over time.”
● 7 week cross-country pop-up product tour
○ 21 stops along the way
● Blended PR, digital/social and guerilla
marketing tactics
● A traveling content strategist followed the
tour and posted fans’ testimonials and
stories
○ 11.075 total tour attendees
○ 88% merchandise sell-through rate during
tour
Credit: Amp Agency

11. Content Marketing Strategy
● To get its message across, Patagonia uses content to build a passionate
community of people who share their values – and eventually support the company
through purchases
● Short films & blog posts to show their environmental activism
○ Interactive film experience Defend Bears Ears (March 2017)
○ Complimentary blog post entitled Keep Public Lands in Public Hands
● Anti-Black Friday Campaign titled “Don’t Buy This Jacket”
○ Idea was to make people aware of their consumerism

12. Content Marketing Strategy (cont.)
● Advertising is “dead last” priority as described by VP of Marketing
● Shows useful information to gain attention and enhance people's’ lives
● Website:
○ Extremely transparent about what goes into their clothes and supply chain and production processes (e.g.
labor practices)
○ Relay more messages about their initiatives rather than their products
○ Product review videos on almost every type of product
Homepage Sliders
Responsibili Tees

13. Customer Experience
Authenticity: Patagonia’s brand and
experience
● Patagonia’s ideology is consistent
in social and ecommerce
Metrics
● Digital: Impressions, clicks,
conversions, leads
● Social: Shares, likes, follows, views

14. Approach/Checklist

15. Digital Marketing Strategy Checklist
● Blog
● YouTube
● Twitter
● Facebook
● Instagram
● Tumblr
● Google+

16. Digital Marketing Strategy - YouTube
Currently 725 uploads
16,743,051 total views since 2006
-Short documentaries & films (much
more engagement)
-Product review videos
The videos provide information on
● Product function
● Product material
○ How inputs are
sustainable
● DOES NOT INCLUDE
○ Glamorous description
○ Overselling
○ Unnecessary detailing
Socialblade Rankings

17. Digital Marketing Strategy - Twitter
Humanized brand
Socialblade Rankings

18. Digital Marketing Strategy - Facebook
A platform for all content, together
Coordinate with ecommerce (site)
strategy for retargeting

19. Digital Marketing Strategy - Instagram
Socialblade Rankings
● Photos that show action
● Coordinated campaign
between Paid and Owned
media on Instagram
● Linkin.bio

20. Recommendations
Phase II

21. Anti Advertising Strategy
Want consumers to become activists Let their actions speak
Too late to start heavy advertising Encourage smart shopping

22. Recommendations - YouTube
Become a part of the community
More films/short story videos
Understand what kind of videos work on
YouTube
Partnerships with other channels

23. Recommendations - Podcast
Podcasts have been big, but will get bigger
Listeners can multitask
Less work than video content
Tone, Detail, Depth
Expand Digital Audience
Human Interaction
Digitally

24. Works Cited
● http://www.patagonia.com/company-history.html
● https://www.fastcompany.com/3038557/the-purpose-driven-marketer-how-patagonia-uses-storytelling-to-turn-consume
● https://www.investopedia.com/articles/personal-finance/070715/success-patagonias-marketing-strategy.asp?lgl=af-top-textlin
k-in-content
● https://ampagency.com/case-studies/patagonia/
● http://adage.com/article/cmo-strategy/advertising-dead-priority-patagonia/245712