FINALbook

Kayla Blanchard, Caroline DeWree, Emily Dreifuss, Shay McDonald, Jared Naylor Group 18

Table of Contents 2

Brand Profile… 3

Target Market… 4

Strengths and Opportunities… 5

Weaknesses and Threats… 6

Print… 7

Patagonia Pioneer and Where’s Your

Wilderness?... 8

Creative Brief… 9

Campaign Board… 10

Branding: Print… 11-13

Branding: Interactive… 14-16

Rubric… 17

Brand Profile

Patagonia produces high-end sportswear for

outdoor activities in various climates. Their collection

of product offerings ranges from Wetsuits and

Technical Packs to Insulation and Fleece Outerwear.

Patagonia prides itself on their Environmental and

Social Responsibility, which includes their Fair Trade

Certification and usage of recycled and reclaimed

materials in their products. The brand caters to

different categories of outdoor activities including

climbing, skiing and snowboarding, surfing, trail

running, and many others. In addition to their own

retail stores, Patagonia products are carried online

and in stores worldwide.

Competitors include other mega-brands in the

outdoor recreation industry, like North Face and Columbia.

Patagonia products are at the higher-end of the pricing

spectrum, but their “Ironclad Guarantee” ensures that

products can be replaced, repaired, or refunded to the

customer’s satisfaction. The quality of the materials, and

attractive warranty, make Patagonia’s products worth

their price. Our campaign focuses on changing people’s

perception of the Patagonia brand. Customers believe that

Patagonia products are worn purely for the value of their

brand name. We want our target audience to see

Patagonia as a brand that encourages the utilization of

their products for the intended purpose.

3

Target Market

Our target market consists of 20-35 year old, middle to upper-middle class males

and females with active lifestyles. These people live in urban areas and are

interested in the outdoors but do not necessarily classify themselves as

“outdoorsy.” They are on-the-go, and actively participate on social media. Our

target is social, but not afraid to spend time alone. They care about the

environment and actively search for ways to substitute “green living” products in

their purchases.

4

Strengths and Opportunities

u  The campaign highlights the quality and

durability of Patagonia products.

u  The Patagonia Pioneer app allows for customers

to interact with the brand by earning rewards

with increasing brand awareness.

u  “Patagonia has been successful in marketing

high-end green goods by emphasizing quality,

function, and style along with superior

environmental performance” (Mintel, 2011).

u  Patagonia’s customers are willing to pay a higher

price for clothes that are environmentally

friendly and high quality (Mintel, 2011).

u  In 2014, nearly 93 million Americans reported being dedicated

to buying green products and services “almost always” or

“regularly,” which is a 6 percent increase from the 2012 results.

(Mintel, 2014)

u  “51% of younger consumers (aged 18-34) almost always/

regularly purchase green” (Mintel, 2014).

u  “Upper middle class households are more interested than other

income classes in a company’s green practices” (Mintel, 2014).

u  “Affluent consumers with income of at least $100K are heavier

purchasers of fitness clothing, buying for the greatest number

of sports. They are poised to invest in specialized apparel, and

seek the latest in fashion trends, wanting to look good while

exercising” (Mintel, 2014).

5

Weaknesses and Threats

u  Patagonia products are at the higher end of the

pricing spectrum, which deters some potential

customers from making purchases.

u  The campaign is primarily focused on urban

areas, meaning it could fail to reach potential

customers in more rural areas

u  Many of the emerging technologies used in the

campaign are expensive, which could be a strain

on the budget

u  Similar products from competitors like The North Face,

Columbia, Marmot, and other sportswear clothiers.

u  “The North Face launched its VIPeak program in April 2013, in

which members can earn points for the money they spend on

the brand’s products. Customers can also get points for

following the brand on Facebook and for participating in

outdoor activities such as running in marathons” (Mintel, 2014).

u  The North Face Warranty Policy offers a lifetime warranty

against manufacturing defects in materials and workmanship for

all branded products. If a product fails due to a defect, The

North Face will repair it or replace it without charge (Mintel,

2014).

6

Print

Our print campaign highlights the duality of our tagline, “Wilderness Within.” These ads feature cityscapes,

interwoven with a Polaroid of the “wilderness” a customer experiences when they purchase a Patagonia product.

These ads will run as billboards on major Austin roadways so we can capture the attention of our target as they

commute to and from work. The first billboard will be placed at the intersection of the MoPac Freeway and Barton

Springs Road. This intersection is a critical touch point for downtown Austin residents that wish to access the

activities in Zilker Park and Town Lake. The second billboard will be placed on South Congress Avenue. This location

will receive many impressions from our target due to the popularity of the South Congress district. The final

billboard will be placed at the intersection of Interstate 35 and 11th Street. This placement creates a touch point

for East Austinites as they make their way across the city.

On a national level, we recommend that billboards be placed in major cities, and located at key traffic

intersections. By catching people’s attention as they sit in their cars in rush hour, the Patagonia billboards will not

only remind customer’s of the brand, but also the brand’s commitment to the environment.

7

Patagonia Pioneer and Where’s Your Wilderness?

The Patagonia Pioneer app allows our constantly

engaged audience to interact with the brand on

their mobile devices. Using GPS technology, the app

can track the consumer’s location to find

wilderness adventure activities located near them.

Once the activity is completed, the user is awarded

points, which are redeemable for discounts on

Patagonia merchandise. This incentive program will

encourage customers to use their Patagonia

products in the context they were made for and

“pioneer” their own adventures.

Where’s Your Wilderness? is a completely interactive guerilla

marketing experience, which will be located outside the

Congress Ave. store. This pop-up room allows users to choose

their wilderness from options like, “Forest,” “Mountains,”

“Desert,” and “Tundra.” Once a user chooses their wilderness,

the image is projected in the room, providing a completely

immersive, 360 degree, wilderness experience. Where’s Your

Wilderness allows our city-dwelling target to experience the

intent of their Patagonia products, and brings the “wilderness”

to them. We believe Where’s Your Wilderness? will generate

word-of-mouth and online buzz, as well as increasing brand

awareness for Patagonia.

8

Creative Brief

Why are we advertising?

We are changing our target’s perception of the Patagonia brand.

Whom are we talking to?

Young, middle (upper-middle) class, social, eco-friendly males and females.

What do they currently think?

Patagonia is worn as a fashion statement.

What do we want them to think?

Patagonia encourages using its products for their original intent.

What’s the SINGLE most important thing we can tell them?

Patagonia products are tools for outdoor adventures.

9

Campaign Board

Renowned environmentalist Sigurd F. Olson once said, “Wilderness to the people of America is a spiritual necessity, an antidote to the high

pressure of modern life, a means of regaining serenity and equilibrium.” Our campaign is designed to encourage our target audience to seek out

the “Wilderness Within.” This call to action asks Patagonia customers to seek out both the wilderness within their urban communities and

themselves. Patagonia seeks to provide quality products that will assist the most experienced outdoor enthusiasts and encourage those with less

experience to start taking their own wilderness adventures. This is the key consumer insight, which we used to create our message.

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FINALbook

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