Original Stix Client Campaign

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What’s Unique About This Campaign ...............2Campaign Objectives .........................................4Research Overview ............................................5Target Market Selection .....................................6Campaign Projects Sticker Redesign ...........................................7 Thank You Insert .........................................11 Product Flyer ...............................................14 Print Advertisements ...................................18 Email Marketing .........................................26 Social Media ...............................................31 Day in Detroit .............................................47 Questions and Answers ...............................49 Website Updates ..........................................51Your Success ....................................................53Your Piece of the Game ...................................54Appendix: Research Results ............................55

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Endurance. Precision. Intensity. Speed. These are the traits which make hockey such a popular sport, and these are traits that cause fans to feel so passionately connected to the game. OriginalStix has tapped into that passion, allowing players and fans alike to carry a piece of what the game means to them at all times. OriginalStix provides Your Piece of the Game by creating phone cases which use authentic, game-used sticks that otherwise would have EHHQ�VHQW�WR�D�ODQG¿OO��7KLV�FDPSDLJQ�JRHV�EDFN�WR�WKH�roots of the name of OriginalStix - a play on the Original Six NHL hockey teams. In this campaign, OriginalStix gives each of the six cities their own piece of the game.

On average, NHL games attract 17.4 million viewers, the majority of them being males between the ages of 2 and ��+RFNH\�IDQV�DOVR�WHQG�WR�EH�DIÀXHQW��ZLWK�DERXW��having a household income of over $100,000 a year. This group also happens to be members of generations Y and Z, who are the most tech-savvy demographic and have the highest percentage of smart phone owners. However, according to independent research conducted by the group, only 15% of those surveyed had previously heard of OriginalStix, meaning that while there is a large market opportunity for OriginalStix’s products, there is a gap in brand awareness.

When a company has experienced the type of growth that 2ULJLQDO6WL[�KDV�LQ�LWV�¿UVW�\HDU��LW¶V�HDV\�WR�JHW�FDXJKW�XS�in all of the amazing opportunities being offered and to let more administrative aspects fall to the wayside. Among our objectives was to create a fully integrated communication plan, including an e-mail template, a social media calendar and thank-you inserts. This would give OriginalStix a solid foundation on which to build such things as brand recognition, to gain and uphold consumer loyalty and to increase consumer engagement with the brand, allowing their focus to be on continuing to create a global presence within the hockey community. We also rebooted their

current sticker designs, invented a new slogan and created print ads so to as to expand their reach within their target audience.

Using these tools, we plan on creating a brand image that is friendly, professional, knowledgeable, and above all high-quality. Consumers will always be up to date with 2ULJLQDO6WL[��ZKHWKHU�WKDW�PHDQV�EHLQJ�WKH�¿UVW�WR�NQRZ�about a new case mold, hearing about promotions and giveaways as they happen, or just being invited to come and say “Hello” to those working at a booth during a tournament. By having an integrated communication plan set in place, OriginalStix can spend more time creating and accepting opportunities which allow them to become a global force in the hockey community.

Join our team as we walk through the plan to put OriginalStix at the top of the game. The Your Piece of the Game campaign starts now.

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phoenix Branding Team 6

Sarah BarkerKelsey DyerLauren GodleskyCheyna HolmesEmily KennedyJerahmeel Vedua

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OriginalStix has already come a long way since its summer 2014 launch, with increases in sales both nationally and internationally. As with any new company, there is still room for immense growth. Our campaign objectives are as follows:

• Gain ultimate brand recognition and presence in the hockey community across the globe.

• Uphold a loyal brand following by keeping consumers in the loop.

• Increase active consumer engagement to lead to a loyal brand following. This includes, but is not limited to:-Responding on Twitter, Facebook and all social media. -Monthly or bi-weekly emails, including FAQ’s and responses to any questions submitted.

-Talking to consumers at showcases and events, providing them pamphlets with product information.

• Increase organic growth to catch the attention of league players for potential endorsements.-Have players tweet about OriginalStix; give talking points for them to work off of.

-Monthly: analyze insights on social media to see what consumers are talking about the most.

• Keep relationships with retailers in the loop about product change, new products, etc.

• Boost sales and gain new retailers.

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7KH�JRDO�RI�WKH�PDUNHW�UHVHDUFK�ZDV�WR�¿QG�RXW�PRUH�about OriginalStix’s target audience and what issues might LQÀXHQFH�WKHLU�SXUFKDVLQJ�KDELWV�RI�D�SURGXFW��7KHUH�ZHUH�a total of 136 survey respondents.

There are three main selling features of the OriginalStix product, and respondents were asked how they felt about each attribute. The major conclusions were that consumers were more likely to purchase an OriginalStix product over a competitor’s if it were environmentally friendly, made LQ�WKH�86$��DQG�RU�ZDV�PDGH�E\�GLVDEOHG�8�6��YHWHUDQV��However, OriginalStix is straying away from pushing the veteran aspect, so the Your Piece of the Game campaign will focus primarily on being environmentally friendly and made in the USA.

As with all market research, the survey contained demographic questions, such as age and location. Of the 136 respondents, only 23 had heard of OriginalStix prior to the survey. A majority of the participants in the survey were between the ages of 10-14; however, responses were collected from a wide variety of ages. Most respondents reside in Michigan currently, but other states and countries did participate. As OriginalStix caters particularly to hockey fans, the research also asked a question where participants could rate their love for hockey; results varied.

The fact that OriginalStix primarily sells phone cases was also a factoring decision in creating this survey. Of the respondents, 25 did not own a smartphone, and the rest were divided primarily between iPhones and Samsung Galaxy phones. The main place respondents expected to buy this product was exclusively online.

This survey was distributed to a variety of groups that ¿W�ZLWKLQ�2ULJLQDO6WL[¶V�PDLQ�WDUJHW�DXGLHQFHV��PLGGOH�students, high school students, and minor league players. The survey was the distributed in print as well as online, designed to best suit all of the target audiences.

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The target market that is best-suited for the Your Piece of the Game campaign is already the main market for OriginalStix. The ideal customer for OriginalStix products would be:

• Male• 16-30 years old• )RUPHU�RU�FXUUHQW�KRFNH\�SOD\HU�DQG�RU�KDUGFRUH�IDQ

The OriginalStix customer owns a smartphone and is most likely active on social media sites such as Twitter, Instagram, and Facebook. The consumer could be a former hockey player that loves the look and feel of a hockey stick and is favorable of the idea of carrying smaller, sleek pieces of a hockey stick around with them wherever they go. The target generally loves the game of hockey and supports the unique, customizable hockey phone case that LV�LQGLYLGXDOO\�KDQGFUDIWHG�IRU�KLP�KHU� Original Stix phone cases are the answer to consumers who are in search for and support American-made products. The product is also targeted towards the population that is looking for more than just a generic phone case. It’s great for the customer who wants a sturdy, built-tough case with a new, fresh design. The target market is mostly geographically located within the United States and Canada. They would also have internet access to order the cases or is lucky enough to buy a case at a local retail store that holds them.

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OriginalStix is the brand for hockey fans. And there are no bigger hockey fans than those that reside in the Original Six cities. Detroit, Chicago, Boston, Montreal, Toronto, and New York City - the passion is alive in these cities. They not only want to be a part of the game, but they want to carry a piece of the game.

This is why we chose to do a sticker redesign for the Your Piece of the Game campaign. OriginalStix needs to reach out to these six communities and build these relationships before branching out to new markets.

Each of the Original Six cities has received its own OriginalStix sticker, with the newly-fashioned slogan. The list below details each city’s unique aspect.

• Boston: The Leonard P. Zakim Bunker Hill Bridge• Chicago: The Navy Pier Ferris Wheel• Detroit: The Ambassador Bridge• Montreal: The Montreal Biodome• New York City: The Statue of Liberty• Toronto: The Royal Ontario Museum

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Who doesn’t like to hear the words “thank you?” Customers may not notice these two simple words - until you forget to say them. There are three rules to running a business:

1. Say thank you.2. Say thank you.3. Say thank you.

In reality, there’s a lot more rules to running a business, but saying thank you is right up there near the top. These two simple words will make the customer smile, they’ll be more likely to remember your brand and the pleasurable purchase experience, and it doesn’t hurt to be polite.

These principles are why we encourage OriginalStix to make one change to their current packaging practices: personally thank your customers. After all, they’re the best customers in the world, right?

In future order shipments, a quick thank you note should be included in every box. There are four templates here for OriginalStix to choose from. Each one begins with a JUHHWLQJ�WR�WKH�VSHFL¿F�FXVWRPHU�ZKR�RUGHUHG�WKH�LWHP��Why this personalization, you ask? Personalization is another thing that will keep your customers coming back to you in the future. Say their name, and they’ll be shouting your praises.

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Your Piece of the GameORIGINALSTIX

Hey (Customer Name),

We want to personally thank you for your purchase of an Original Stix phone case. From the ice to your hands, this authentic piece of the game is now your story to share and we’re happy to be a part of that. We do it for you, for hockey and for the love of the game.

Enjoy,The OriginalStix Team

Detroit

Chicago

Boston

TorontoNew York Montreal

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We want to personally thank you for your purchase of an Original Stix phone case. From the ice to your hands, this authentic piece of the game is now your story to share and we’re happy to be a part of that. We do it for you, for hockey and for the love of the game.Enjoy,The OriginalStix Team

BostonChicago

Detroit

Montreal

New York

Toronto

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We want to personally thank you for your purchase of an Original Stix phone case. From the ice to your hands, this authentic piece of the game is now your story to share and we’re happy to be a part of that. We do it for you, for hockey and for the love of the game.

Enjoy,The OriginalStix Team

Detroit

Chicago

Boston

TorontoNew York Montreal



We want to personally thank you for your purchase of an Original Stix phone case. From the ice to your hands, this authentic piece of the game is now your story to share and we’re happy to be a part of that. We do it for you, for hockey and for the love of the game.Enjoy,The OriginalStix Team

BostonChicago

Detroit

Montreal

New York

Toronto

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$�SURGXFW�À\HU�LV�WKH�SHUIHFW�ZD\�IRU�2ULJLQDO6WL[�WR�VWUXW�your stuff and show off the amazing product that you have. It is easily distributed at events where you have a booth set up, or mailed to customers who haven’t ordered a new product from OriginalStix in a few months.

7KH�À\HU�VKRZQ�KHUH�ZRXOG�EH�D�IXOO�FRORU��RQH�SDJH�À\HU��It would only be one-sided, and the orientation would be ODQGVFDSH��)2U�WKH�SXUSRVHV�RI�WKLV�ERRNOHW��WKH�À\HU�KDV�been divided into three sections to follow.

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ORIGINALSTIX

Original Stix creates a unique piece of the game for your phone, featuring superior craftsmanship, authentic materials and strong attention to detail. Catch a glimpse of the products we offer!

D E T R I T C H I C A GB S T N T T N TN E W Y R K M N T R E A L

Your Piece of the game

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iPhone 5 and 5sPuck Black $44

iPhone 5 and 5sIce White $44

iPhone 5 and 5sLine Blue$44

iPhone 5 and 5sGoal Post Red$44

Phone Cases Fresh off the ice

Available to pre-order for iPhone 6 in Puck Black!

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Frostfire Hoodie$48

Original Six Cities Tee$24

Original Stix Gift Card$10+

Apparel

Alternate Stix$19.50

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A geographically-varied client base such as that of OriginalStix requires an advertising media that can be just a geographically diverse. Social media and email marketing cover the technological side of the IMC needs.

The next step in the Your Piece of the Game campaign is to communicate with the OriginalStix target audience in a regular, nontechnical format. The best option for this? Print advertisements.

Print advertisements are perfect for communicating to the younger end of the target market spectrum - those who may or may not have a cell phone and internet connection available. This form of advertising offers a variety of options with regards to magazine choice, placement within the magazine, and geographic distribution. Many hockey magazines span between the United States and Canada, which is the geographical concentration of OriginalStix customers.

ORIGINALSTIXYour Piece of the game

Your City, your phone, your piece of the game.

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Email marketing - an essential cornerstone of every ,0&�SODQ��7KH�¿UVW�VWHS�LQ�HVWDEOLVKLQJ�\RXU�HPDLO�marketing communications - pick a website that has the perfect plan for you. Don’t worry - below are WKUHH�RSWLRQV�SLFNHG�VSHFL¿FDOO\�IRU�2ULJLQDO6WL[�

The recommended site for OriginalStix is MailChimp. MailChimp is designed for non-designers, or for those who just don’t have the time to dedicate hours to one email.

Another viable option for OriginalStix is Constant Contact. There is no free plan with this website, but Constant Contact is chock-full of resources to help you improve your company’s communication strategies.

A third option for use in OriginalStix’s new Your Piece of the Game campaign is Active Campaign. This site, like MailChimp is designed for non-designers. Similarly to Constant Contact, Active Campaign does not have a free option.

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• Pricing options:• All plans: unlimited sends• Pricing based on number of contacts

• ��PRQWK• ��PRQWK• ��PRQWK• ��PRQWK• ��PRQWK• ��PRQWK

• Pay as you go Email Credits• 500 for $15

• Pricing options:• Entrepreneur – Free

• 2000 contacts or less, max of 12,000 individual emails sent per month

• Growing Business – based on number of contacts, unlimited sends• ��PRQWK• Add $5 for every 500 contacts, up to 50,000

• Pay as you go• Purchase credits – minimum of 300 credits ($9)

• Pricing options:• All plans: unlimited sends• Pricing based on number of contacts

• ��PRQWK• ��PRQWK• ��PRQWK• ��PRQWK• 10001+: Call (866) 876-8464

• 60 Day free trial• )UHH�VWRUDJH�RI�XS�WR��¿OHV�DQG�LPDJHV

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MailChimp, Constant Contact, and Active Campaign all have their own email templates for OriginalStix to use. However, the content needs to be created for every newsletter that is sent to customers. OriginalStix wants to give a cohesive feel for every monthly (or bi-weekly) newsletter, but have a variance in content.

While the content overall should be unique in every email sent and designs may change from time to time, there should always be one thing that remains the same. This is the contact information. Always include the street address, telephone number, email address, website, and social media links in all future email communications. This information should always be in a clear, obvious location. It is also helpful for customers to leave contact information in a consistent location in every newsletter.

ORIGINALSTIX

News/Updates Calendar of Events

Month Day, YearEvent NameEvent Location





Contact UsOriginalStix1442 Brush St. Detroit, MI 48226

T: (313) 749-8679E: [email protected]: originalstix.com


TitleDescription Description Description Descrip-tion Description Description Description De-scription Description Description Description Description Description Description Descrip-tion.

TitleDescription Description Description Descrip-tion Description Description Description De-scription Description Description Description Description Description Description Descrip-tion Description Description.

Fan NameCity, State, CountryInformation Information Information Infor-mation Information Information Information Information Information Information Infor-mation Information Information Information Information Information Information Infor-mation Information Information Information Information Information Information Infor-mation Information Information Information Information.


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The sections in the previous sample layout are recommended for ease of updating, as well as creating customer value.

7KH�¿UVW�VHFWLRQ�LV�WKH�KHDGHU�RI�WKH�HPDLO��7KLV�EDQQHU�is used to communicate the name of the company, the company logo, the updated slogan, and the two main selling points of Original Stix: Made in the United States and Recycled.

7KH�VHFRQG�VHFWLRQ�LV�WLWOHG�1HZV�8SGDWHV��7KLV�VHFWLRQ�can be updated as the News section of the OriginalStix website is updated. There’s room for two updates per newsletter in this layout, but if there’s only one update, the description could easily be expanded. Always include a link to either the News page of the OriginalStix website, or D�OLQN�WR�ZKDWHYHU�DUWLFOH�YLGHR�XSGDWH�LV�EHLQJ�VKDUHG�

The Calendar of Events is another essential section of the PRQWKO\�EL�ZHHNO\�QHZVOHWWHU��,Q�WKLV�VHFWLRQ�VKRXOG�EH�any events that OriginalStix is either hosting or attending. If there is an upcoming hockey tournament that will have an OriginalStix booth, make sure to include the booth number. These small tidbits of information will help drive customers to your booth which will in turn increase customer interactions and sales.

In the bottom right-hand corner is the aforementioned Contact Information section. This is of the upmost importance for clear communications.

7KH�¿QDO�VHFWLRQ�RI�WKLV�OD\RXW�LV�WLWOHG�<RXU�3LHFH�RI�WKH�Game. This ties into the latest request to reward those customers that spread the word about OriginalStix. Every newsletter should include a “fan highlight.” Start with a Twitter follower who is always retweeting OriginalStix SRVWV��'R�D�VKRUW�¿YH�TXHVWLRQ�LQWHUYLHZ�RQ�WKHP��WKHLU�love of hockey, and why they love OriginalStix. An incentive for being featured could be a free OriginalStix gift card.

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When it comes to setting a social media schedule, consistency and planning is key. In order to be successful, OriginalStix needs to understand the medium it is using and the audience which they are targeting.

OriginalStix currently uses three social media sites: Facebook, Instagram, and Twitter. This mix is perfect for their target audience and their product.

There are a few social media facts that need to be addressed be the Your Piece of the Game campaign begins. First is posting times: Thursdays and Fridays garner the most social media feedback - 18% higher engagement than other days of the week. The best time to post on social media sites Monday through Friday is between 1 p.m. and 3 p.m.1 With sites such as Twitter, OriginalStix would be best off if the posts were spread throughout the day instead of all in that two-hour block, but the daily Facebook post is best within that time slot.

The second social media fact relevant to OriginalStix’s new campaign is the average visit length on Facebook. In the 20 minutes the average user is on Facebook at one time, OriginalStix needs to attract their attention and drive customer engagement. Offers and unique posts will attract the most attention.2

Finally, it’s best to know the frequency and types of posts that OriginalStix should be sharing on each social media website. Facebook requires a minimum of three posts and a maximum of ten posts per week, whereas Twitter is a PLQLPXP�RI�¿YH�ZLWK�QR�OLPLW�RI�SRVWV��)DFHERRN�LV�EHVW�VXLWHG�IRU�SKRWRV��TXRWHV��QHZV�DQQRXQFHPHQWV��TXHVWLRQV��and offers. Twitter is best suited for blog posts, quotes, news, videos, and event updates.3

1: Bit.ly blog2: Infodocket3: Constant Contact blog

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Social media marketing can be tedious. Having a social media calendar helps relieve some of this tension; however, wouldn’t dedicating one afternoon to input all social media posts for the month be easier?

OriginalStix will be able to take their monthly social media calendar and put all of the posts into Hootsuite. This website will automatically post your tweets, Facebook SRVWV��DQG�,QVWUDJUDP�SKRWRV�DW�WKH�VSHFL¿HG�GDWHV�DQG�times that you pick.

Hootsuite offers 4 plans currently, and the two below are the options best suited for OriginalStix’s needs.

• Pricing options:• Free

• 8S�WR��VRFLDO�SUR¿OHV• Basic Analytic Reports• Scheduling in advance• App integrations• Up to 2 RSS feeds

• Pro• ��GD\�IUHH�WULDO��PRQWK• 8S�WR��VRFLDO�SUR¿OHV• Enhanced Analytic Reports• Scheduling in advance• App integrations• Unlimited RSS feeds

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The remarkable thing about sports is the type of community that they give their fans, and this is an aspect of hockey that Original Stix should be tapping into. Brand personality is what humanizes the brand and is what the consumer relates to. This is especially important in the current day and age when companies are more connected to, and held responsible by, their consumers than ever. Original Stix is a fresh start-up company, created by young friends in their twenties who love hockey and is revolving around a current and on-trend product. Characterizing Original Stix this way will cause the highest amount of personal association with the target audience, who are also young hockey fans who are trying to keep up with the trends of their peers.

The main thing about Original Stix is the rapport being built with their followers. Every question or comment has a timely reply and there seems to be a healthy amount of Retweets or Replies when people are posting about their new acquired Original Stix products. People seem to genuinely enjoy communicating with the brand, which is 80% of the battle in gaining consumer loyalty. The last 20% however is small administrative details which can be HDVLO\�¿[HG��)LUVW��ZKHQHYHU�SRVVLEOH��D�SRVW�VKRXOG�LQFOXGH�an image; posts that contain images have a 36% increase in clicks, a 41% increase in Retweets, a 48% increase in favorites, and a 31% increase in visits. At the very least, each post should contain a link or hashtag, anything that can create more engagement with the consumer. Another aspect of this is location; every Instagram picture should have a location on it, even something as general as “Detroit”. Adding a location to posts creates a greater sense of world-building within the consumer, which goes back to the “humanizing” aspect that a strong brand personality will bring.

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As for the pictures themselves, multiple photos should be taken each time to guarantee highest quality; blurred images should be avoided when at all possible. Those photographed should also always be smiling and looking like they are having a good time. Being happy and passionate about the product will cause the audience to feel similarly. Another factor to always check is the staging of SLFWXUHV�SRVWHG��:KHQ�SRVVLEOH��LW�LV�EHVW�WR�DYRLG�ÀDW�DQG�shallow backdrops and to try and stay away from white or plain-looking surfaces when displaying products. Depth is an important factor in quality pictures, and it can also be a way to subtly showcase other Original Stix products to the target audience. For example, if a picture of a new case model is being posted, the picture could include someone (out of focus) folding a shirt in the background, or the case itself could even be displayed on a neatly folded shirt. This would cause consumers to engage and ask questions, allowing information about Original Stix’s other products to reach a new audience. Also, it is important to ensure that any written information being included in a picture is either neatly written or preferably typed to avoid any confusion on the viewers’ ends. As well as the ideas listed above, it is crucial to remember to avoid posting graphic or disturbing images that may make consumers squeamish or uncomfortable.

Lastly, one major aspect of a successful social media campaign is consistency with what is presented to the target audience. Of course this goes for brand personality, as described above, but also for the information given DFURVV�SODWIRUPV��3UR¿OH�SLFWXUHV��KHDGHU�LPDJHV��DQG�biographies should generally all be the same so as give a seamless integration of media to the consumers. Showcased below are two mock-ups of potential new biographies for the Original Stix Twitter and Instagram pages.

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Alternate Stix$19.50

Frostfi re Hoodie$48

Original Six Cities Tee

$24

Original Stix Giftcard

$10+

Apparel

www.OriginalStix.com

Phone Cases iPhone 5 and 5sPuck Black

$44

iPhone 5 and 5sIce White

$44

iPhone 5 and 5sLine Blue

$44

iPhone 5 and 5sGoal Post Red

$44


www.OriginalStix.com

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Day Date PostSun �� Boston vs. Carolina postM �� 0HHW�WKH�SOD\HUV�0RQGD\��EULHI�VWDWV�Z��SKRWR�

of NHL playerTu �� Hockey trivia Tuesday, put in running to win a

caseW �� FAQ with answers postTh �� Did you know? Original Stix fact.F �� Fan-Feature Friday, Sat �� Products offered, single photo that includes

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of NHL playerTu �� 6KDULQJ�FRQWHVW��VKDUH�SRVW�Z��IULHQGV�DQG��

person wins a caseW �� Publicize any charities or hockey-related caus-

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of NFL playerTu �� Hockey trivia Tuesday, put in running to win a

caseW �� Hockey history.Th �� Run promotion to win tickets to All-Star

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all gets a case.Sun �� All star game focus - event promotion if going.M �� 0HHW�WKH�SOD\HUV�0RQGD\��EULHI�VWDWV�Z��SKRWR�

of NHL playerTu �� 6KDULQJ�FRQWHVW��VKDUH�SRVW�Z��IULHQGV�DQG��

person wins a caseW �� Question-of-the-week-Wednesday (promote

consumer engagement.)Th �� Updates on where consumers can buy prod-

ucts. F �� Hockey fact of the day Friday.Sat �� Products offered, single photo that includes

apparel and cases.

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Day Date PostSun �� /LYH�WZHHWV�UHWZHHWV�RI�JDPHV�ZDWFKHGM �� Video pick off OS Youtube siteTu �� Original Stix did you know fact.W �� Link to Facebook FAQTh �� /LYH�WZHHWV�UHWZHHWV�RI�JDPHV�ZDWFKHGF �� @ mentions of Fan Feature FridaySat �� Suggest contest for referral codesSun �� "3 games on today, what are you watching?"M �� Hockey related question; provides engagementTu �� Photos of colors offeredW �� #�PHQWLRQV�RI�FKDULWLHV�KRFNH\�UHODWHG�DF-

counts OS supports.Th �� Throwback Thursday - Original Six history

videoF �� Hockey fact Friday. Sat �� Live tweets on 12 hockey games, with RT's.Sun �� FAV or RT for winner of chosen game.M �� Meet the players Monday.Tu �� Link to FB for Trivia Tuesday.W �� Hockey history.Th �� Promotion for All-Star Game.F �� Fan Feature Friday.Sat �� @ mentions to other hockey-related accounts.Sun �� All star game focus.M �� Hockey realted question; provides engagementTu �� Updates on new retailers, locations.W �� Question to promote consumer engagement.Th �� FAV or RT for winner of chosen game.F �� Hockey fact Friday.Sat �� @ mentions to other hockey-related accounts.

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JANUA

RYins

tagr

am Ca

lenda

r Day Date PostSun �� Square calendar view of all games, comment

with scoresM �� Promo view of products offeredW �� Sized portion of FAQsF �� Fan Feature Friday photoSat �� Original Stix did you know graphic factSun �� Promo of products offered.M �� Original Stix did you know graphic factTu �� Photo collage of colors offered in casesTh �� Throwback Thursday photo of beginnings of

Original StixSat �� Screenshot of 12 game calendar, sized to

square. Sun �� Promo view of products offeredM �� Meet the players Monday.W �� Hockey history.Th �� Promotion for All-Star Game.F �� Fan Feature Friday.Sun �� All star game focus.F �� Promotion.

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DAYI

NDe

troit

Give

away

Includes: A day tour of the OriginalStix factory for two, a pair of phone cases of your choice, followed by a pair of complimentary tickets to a Red Wings game and a meet-and-greet with a player (including an autographed Red Wings jersey).

This prize package will run throughout three social media platforms, plus an email list. • Email list• Facebook• Twitter• Instagram

Teaser time span: One week teaser leading up to giveaway, with hints and prompts on social media. Examples: • "Huge giveaway coming up, keep checking back on our

social media sites to see what we're giving away!" • "If you're not yet, sign up for our email list on our

website. Next week, we're announcing a huge package giveaway and if you're on our mailing list, you'll be the ¿UVW�WR�KHDU�DERXW�LW��

Giveaway time span:• Exactly one chosen month

• *LYHDZD\�DQQRXQFHG�WKH�¿UVW�GD\�RI�WKH�PRQWK• Winner chosen the last day of the month.

Campaign execution:• After teasers encourage email signups, buzz and

consumer engagement, the package will be announced approximately one week later.

• $Q�HPDLO�WHPSODWH�ZLOO�EH�PDGH�DQG�UHDG\�WR�JR�¿UVW�thing on, for example, a Monday morning at 9 a.m.

• All announcements will follow suit around 3 p.m., via social media websites.

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How to win: • Facebook

• Those who want to enter should share announcement post to own social settings, make sure it's public so that OriginalStix has access to view those who shared.

• All names will be put in a drawing and chosen at the end of the month.

• [Note: boosting an announcement post like this one for a small $5.00 budget will reach a larger audience, along with the shares it's getting. Those that may not already follow OriginalStix will have a higher percent chance once those friends share it, leading others to "like" the page.]

• Twitter• Retweet package giveaway announcement, all Twitter handles will be put in a drawing as well.

• Instagram• Announce with graphic and caption that includes OriginalStix Facebook and Twitter.

• Giveaway will not be run through Instagram, but will encourage and direct consumers how to enter the giveaway.

Why do this? OriginalStix will handle all budget costs to run this giveaway, including the complimentary cases and tickets. The reason for this is to give back as a company to the consumer, providing loyalty and trust with the brand. In the end, the consumer is not just winning a tangible product, but an overall experience.

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• Will you be making cases for [old phone]?• Unfortunately, developing the mold for this phone is not possible for us at this time. However, if you are interested in owning an OriginalStix product, we do sell apparel on our website: originalstix.com.

• Will you be making cases for [new phone]?• If yes:

• We are currently developing the mold for this case right now. You can preorder this OriginalStix case at our website: originalstix.com.

• If no:• Right now, we’re looking into if we could develop a proper OriginalStix case for this phone. However, if you are interested in owning an OriginalStix product right now, we do sell apparel on our website: originalstix.com.

OriginalStix provides the customer with a piece of the game. The customer also wants a piece of conversation - WKH\�ZDQW�SHUVRQDO�LQWHUDFWLRQV��7KH�GLI¿FXOW\�WKDW�DULVHV�with this is formulating answers to the same questions repeatedly.

How can OrginalStix save time when answering, and yet make a personal connection with their consumers? The questions posted by OriginalStix customers on social media have been answered - and these answers are easily adaptable to the future changes that OriginalStix will be addressing. For the present, they work perfectly for both OriginalStix and their customers.

QUES

TION

San

d ans

wers

• :LOO�\RX�EH�FRPLQJ�WR�>VSHFL¿F�WRXUQDPHQW@"• If yes:

• <HV��ZH�ZLOO�GH¿QLWHO\�EH�DW�WKLV�WRXUQDPHQW��Make sure to come by our booth and check out our merchandise!

• If no:• Unfortunately, we won’t be at this tournament. Sign up to join our email list, and we will send you updates on upcoming events!

• Do you have plexiglass screen covers?• We do have screen covers. We make our OriginalStix phone cases durable, so that your piece of the game stays in good condition.

• Are the sticks actually used?• OriginalStix believes in using recycled products to make your piece of the game unique and authentic. All sticks that come to our factory have been used by hockey players, even if they were not broken.

• +RZ�ORQJ�GRHV�6+�WDNH�GRHV�LW�WDNH�IRU�D�FDVH�WR�JR�out?

• We try our best to get all OriginalStix products out our doors and into your hands within 24 hours of you placing the order.

• How much does a case cost?• Each of our cases is priced at $44. To order a case, visit our website at originalstix.com.

• Can you do custom orders?• Currently, we are unable to process custom orders. We are looking into bringing this possibility to our loyal OriginalStix customers in the future, so hang tight.

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51

TIMET

OUp

date

the W

ebsit

e

As a primarily online retailer, it is incredibly important for OriginalStix to have the best website for their consumers. The site overall has a great design to it - the goal is just to enhance the pages.

7KH�¿UVW�XSGDWH�WKDW�2ULJLQDO6WL[�VKRXOG�PDNH�WR�WKH�website is on the FAQ page. There is only three questions on this page, and as shown previously, consumers are asking more than just these three questions. If OriginalStix XSGDWHV�WKLV�ZHESDJH�WR�UHÀHFW�WKH�DGGLWLRQDO�TXHVWLRQV��WKH�consumers should ask these questions less often. It’s a win-win situation for all parties.

Consider embedding the Story of OriginalStix Pt. I HD on the homepage of the website. This way the website visitors can be familiarized with the company, product, and mission statement through video promotion. Visitors are more likely to click play and watch the video if it is placed on the homepage rather than having to scroll down on the QHZV�SDJH�VHFWLRQ�WR�¿QG�LW�

For the Your Piece of the Game campaign, the two main selling points of OriginalStix products are that they are made in the United States and that the products are environmentally friendly. On the top and bottom banners next to the gray social media circles should be the two new red circles - each depicting the main features of OriginalStix products. Also, the social media icon links at the bottom right of the homepage needs to be updated for maximum cleanliness of the site. The youtube link leads to a youtube page that no longer exists. Replace it with the XS�WR�GDWH�DFFRXQW�WKDW�H[LVWV��KWWSV��ZZZ�\RXWXEH�FRP�FKDQQHO�8&L:�;]-7DG0:HODBPYQ'�;4�

Include “Add us on Snapchat” for more engagement on social media among Orginal Stix and its followers. The Snapchat account could also be indicated on the Facebook and Twitter accounts as well. Snapchat is on the rise and the utilization of the MyStory service serves as a quick, convenient way to allow followers to get a sneak peek into the daily business operations and upcoming promotions.

7KH�¿QDO�ZHEVLWH�XSGDWH�RFFXUV�RQ�WKH�³2XU�6WRU\´�page. This page is written from a 2013 perspective, and OriginalStix is quickly approaching the beginning of 2015. In addition, there is no mention of the two unique selling points. The fact that OriginalStix is environmentally friendly and made in the United States is of importance to the audience - as the survey results showed. See the updated story below:

At OriginalStix, we picked up the fallen pieces from the game and transformed those hockey sticks into authentic, detail-oriented phone cases, designed with hockey players and fans in mind. We teamed up with some of Detroit’s most talented automotive engineers to design a product that exceeds even the highest quality standards.

Each stick was once a crucial piece of the game of hockey that we know and love and transformed into something you can call your own. Our mission is to support recycled, American-made products and to bring our unique concept to popular electronic accessories and authentic apparel. All Original Stix products are manufactured and assembled in Detroit, Michigan. We appreciate your support and thank you for being a fan of Original Stix.

Your city, your phone, your piece of the game.

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53

YOUR

Succ

ess

Your Piece of the Game - a winning campaign for OriginalStix.

To measure the results of the campaign, OriginalStix ZLOO�RQO\�QHHG�WR�WUDFN�D�IHZ�UHVXOWV��7KH�¿UVW�RI�WKHVH�results is customer engagement - the main goal for any retailer. The Your Piece of the Game campaign looks to shift OriginalStix customer perspectives from general WR�VSHFL¿F��7KH�FXVWRPHU�VKRXOG�EH�HQJDJLQJ�ZLWK�OriginalStix about hockey and the love of the game more often than asking what phone they will be producing for next.

The second result of this campaign should be an increase of sales. Engagement drives sales, and that’s the plan of action for OriginalStix. This campaign should increase OriginalStix sales by at least 5%, and the hope is for a dramatic increase.

Finally, this campaign should increase awareness of OriginalStix at events and tournaments, as the social media postings will share upcoming OriginalStix events. Awareness will drive interest and thus, customers will be more liekly to personally interact with OriginalStix.

YOUR

PIEC

EOf

the g

ame

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OriginalStix is a company with a unique story, innovative product, and promising future. The success that the company has been able to achieve in such a short amount of time is incredible, and we aimed to keep the momentum going. Our goal was to create an integrated communication plan in order to help OriginalStix reach their goal of being in every NHL arena. The Your Piece of the Game campaign is designed to help you gain brand recognition, boost sales, gain retailers, and create a strong presence in the international hockey community.

The thread that ties this campaign together is the new OriginalStix slogan: Your Piece of the Game. This VORJDQ�LV�GHVLJQHG�VSHFL¿FDOO\�WR�LQYLWH�WKH�FXVWRPHU¶V�into the product and encourage them to make this their brand. A secondary thread used to support this slogan is the OriginalStix selling features. These two features – American-made and environmentally friendly – are respected by consumers and will drive them to purchase OriginalStix products.

A variety of print and digital media were chosen to best suit the OriginalStix brand. For print media, the sticker UHGHVLJQ��WKDQN�\RX�LQVHUWV��SURGXFW�À\HU��DQG�VHYHQ�piece print advertisement will personalize the brand to each customer, and each of the Original Six cities. Digital media including a reinvented email marketing strategy, a comprehensive social media plan, engagement giveaway, question and answer template, and website updates will lead to more customer engagement. This campaign is designed to enhance the success that OriginalStix is already experiencing. Your City, Your Phone, Your Piece of the Game.

Thank you, phoenix Branding Team 6

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RESE

ARCH

Resu

lts

15%

85%

1. Have you heard of OriginalStix before this survey? Yes: 21 responses, 15% No: 115 responses, 85%

43%

28%

19%

10%

2. What age group do you fall into? 10-14: 58 responses, 43% 15-18: 38 responses, 28% 19-22: 26 responses, 19% 23+: 14 responses, 10%

56

57

94%

1%1%1% 5%

��:KDW�VWDWH�FRXQWU\�GR�\RX�FXUUHQWO\�UHVLGH�LQ" Canada: 0 responses, 0% Illinois: 1 responses, 1% Massachusetts: 0 responses, 0% Michigan: 128 responses, 94% New York: 1 responses, 1% Wisconsin: 1 responses, 1% Other: 5 responses, 4%

6%

27%

21%

31%

15%

4. Rate your love of hockey on the following scale: Obsessed: 20 responses, 15% Like: 42 responses, 31% Ok, not a priority: 29 responses, 21% Indifferent: 37 responses, 27% Dislike: 8 responses, 6%

58

59

18%

26%

26%

9%

12%

8%

5. Do you own a smartphone, and if so what kind of smartphone do you own? Don’t own: 25 responses, 18% iPhone (older): 36 responses, 26% iPhone (newer): 36 responses, 26% Galaxy (older): 12 responses, 9% Galaxy (newer): 16 responses, 12% Other: 11 responses, 8%

55%

4%3%

30%

8%

6. If you wanted to by an OriginalStix phoen case, where would you expect to buy it? Online Exclusive: 75 responses, 55% Sports Store: 41 responses, 30% Grocery Store: 4 responses, 3% Ice Arena: 5 responses, 4% Other: 11 responses, 8%

60

61

70%

27%

4%

7. Complete this phrase: “If a phone case company ��FODLPHG�WR�EH�HQYLURQPHQWDOO\�IULHQGO\��,�ZRXOG�BB�´� Be more likely to purchase: 94 responses, 70% Be unaffected by the claim: 36 responses, 27% Be less likely to purchase: 5 repsonses, 4%

48%50%

2%

8. Complete this phrase: “If a phone case company claimed ��WR�EH�PDGH�LQ�WKH�8QLWHG�6WDWHV��,�ZRXOG�BB�´� Be more likely to purchase: 64 responses, 48% Be unaffected by the claim: 67 responses, 50% Be less likely to purchase: 3 repsonses, 2%

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63

64%

33%

3%

9. Complete this phrase: “If a phone case company claimed ��WR�EH�PDGH�E\�GLVDEOHG�8�6��9HWHUDQV��,�ZRXOG�BB�´� Be more likely to purchase: 87 responses, 64% Be unaffected by the claim: 44 responses, 33% Be less likely to purchase: 4 repsonses, 3%

phoenix Branding Team 6

Your Piece of the GameA campaign designed for OriginalStix by:

Original Stix Client Campaign

Documents

Transcript of Original Stix Client Campaign