Sandy Pianim portfolio 2016
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Sandy Pianim 503 Milo House, Polydamas Close, London, E3 2YJ [email protected] - 07545 840 923 Mastering Fetish Evolution I was part of themanagement team who cameup with thenew Reconaim of ‘MasteringFetish Evolution’. Thefirst task onbecomingtheMarketingManager was to createa new marketingstrategy. The new aim was born out ofmanagement feelingthat thebrandhad lostits way. Themarketingcommunications lacked consistency and direction withatendency to focus on discounting. Theteam also felt that thebrand under-utlitised its portfolio –dating, events and store. Finally theteam wanted to understand thestateof themarket, customer needs and amend theReconbusiness model if need be. Strategy • Build brand awareness in order to drivedesire • Stimulatemen with clear, iconic and engaging campaigns and content • 95% rule–develop campaigns that broaden appeal to attract 95% that donot buy into our brandwhilestill delightingthe5%that do • Createbrand and content guidelines • Establish and leverage customer needs and behaviours Plan • New imagery and tonefor communications • Createoriginal content from members and fetish men aroundtheworld • Distributecontent across all Recon platforms andsocial media • Use new mediachannels targetinggay environments to build brandawareness and drivetraffic –online, mobile, press and OOH • Focus on UK, USA, France, Germany, Australia • Conduct market research and uncover customer ladder • ImprovetheRecon navigation – create “As aRecon member…” case stories Inspiration • Bringingfetish out of thedark into thelight –Celebratingfetish and themen that takepart in it. • Inspire“fetish occasionals” and demystify thescenefor curious firsttimebuyers Creation • Created context by piggybackingon theglobal Recon events • Researched and selected local photographers, Recon members and fetishinfluencers • Conducted interviews withmembers , obtained details ontheir experiences and opinions onfetish issues –images, video and editorial • Develop content scheduleto fuel Recon platforms and social media • Createmarketing process, Recon portfolioapproach and customer behaviour matrix Execution • Communicated strategy and plans to company onstrategy • Created Brand and content guidelines document • Content generated from London, Los Angeles, Chicago, Berlin, San Francisco and Sydney. Plans for New York and Paris. • Conducted survey with over 1,500Recon members • Advertised Recon in new channels in target regions • Cross portfoliocampaigns –datingwith storeetc Outcomes • Consistency across all parts of Recon –dating, events and store • Increase in engagement with social media channels and content • 20% increasein activity monthly members to date • PositivePR generated from content • Positivefeedback from members viacustomer supportand social mediachannels • Awareness of Recon customer ladder and takingadvantageof opportunities
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Transcript of Sandy Pianim portfolio 2016
SandyPianim503MiloHouse,PolydamasClose,London,E32YJ
[email protected] 07545840923
MasteringFetishEvolutionIwaspartof themanagementteamwhocameupwiththenewReconaimof ‘MasteringFetishEvolution’.Thef irsttaskonbecomingtheMarketingManagerwastocreatea newmarketingstrategy.The newaimwasbornoutofmanagementfeelingthatthebrandhadlostitsway.Themarketingcommunicationslackedconsistencyanddirectionwithatendencytofocusondiscounting.Theteamalsofeltthatthebrandunder-utlitised itsportfolio–dating,eventsandstore.Finallytheteamwantedtounderstandthestateof themarket,customerneedsandamendtheReconbusinessmodelif needbe.
Strategy• Buildbrandawarenessinordertodrivedesire• Stimulatemenwithclear,iconicandengaging campaignsandcontent• 95%rule–developcampaignsthatbroadenappealtoattract95%thatdonotbuyintoourbrandwhilestilldelightingthe5%thatdo• Createbrandandcontentguidelines• Establishandleverage customerneedsandbehaviours
Plan• Newimagery andtoneforcommunications• Createoriginal contentfrommembersandfetishmenaroundtheworld• DistributecontentacrossallReconplatformsandsocialmedia• Use newmediachannelstargetinggay environmentstobuildbrandawarenessanddrivetraffic–online,mobile,pressandOOH• FocusonUK,USA,France,Germany, Australia• Conductmarketresearchanduncovercustomerladder• ImprovetheReconnavigation– create “AsaReconmember…”case stories
Inspiration• Bringingfetishoutof thedarkintothelight–Celebratingfetishandthementhattakepartinit.• Inspire“fetishoccasionals”anddemystifythesceneforcuriousf irsttimebuyers
Creation• CreatedcontextbypiggybackingontheglobalReconevents• Researchedandselected localphotographers,Reconmembersandfetishinf luencers• Conductedinterviewswithmembers,obtaineddetailsontheirexperiencesandopinionsonfetishissues– images,videoandeditorial• Develop contentscheduletofuelReconplatformsandsocialmedia• Createmarketing process,Reconportfolioapproachandcustomerbehaviour matrix
Execution• Communicatedstrategyandplanstocompanyonstrategy• CreatedBrandandcontentguidelinesdocument• ContentgeneratedfromLondon,LosAngeles,Chicago,Berlin,SanFranciscoandSydney.PlansforNewYorkandParis.• Conductedsurveywithover1,500Reconmembers• AdvertisedReconinnewchannelsintargetregions• Crossportfoliocampaigns–datingwithstoreetc
Outcomes• Consistencyacrossallpartsof Recon–dating,eventsandstore• Increase inengagement withsocialmediachannelsandcontent• 20%increaseinactivitymonthlymemberstodate• PositivePRgeneratedfromcontent• Positivefeedbackfrommembersviacustomersupportandsocialmediachannels• Awarenessof Reconcustomerladderandtakingadvantageof opportunities
SandyPianim503MiloHouse,PolydamasClose,London,E32YJ
[email protected] 07545840923
T101The businesslackedidentityanddirection.WithReconasitsmainbrand,itoftenovershadowedanddominatedT101.Potential employeesfoundrolesinterestingbutthebrandcontentoff putting.AsaresultIwastaskedwithdevelopingaT101aimandbrandidentity.
Strategy• Analyse functionsofT101–UncoverthepurposeofT101• LookatpossiblefutureT101markets–branddevelopment• CreatenewwebsitewithT101lookandfeel• Display T101culturef irst,brandssecond.• ReinvigorateT101employeestoembraceaim andmovethebusinessforward
Inspiration• T101off iceenvironmentcompromisesof exposedbrick,woodenbeams,lotsof lights,veryfreshandvibrant• Localarea – InbetweenShoreditch,HoxtonandAngel• T101employees–funandprofessional
Creation• ConductedmanagementteambrainstormingsessiontolookatthemainT101functionsandroles• Discussedthefutureof T101withtheManagingDirector• Invitedall employees tosubmitresponsestothequestion:“WhatisthebestthingaboutworkingatT101?”
Execution• CreatedanewT101aim–“Creatingdeeperconnections”andsharedwithcompany• Outlinedthecompanybusinessdirection–newbrands• Briefedandcollaboratedwithacreativeagencytodevelopwebsite• Videoandphotostakenof localareaandoff ice• Staff photostaken,staff bioswrittentoappearonsite• Social mediachannelscreated
Outcomes• Brandnewwebsite• Easier torecruit• AttractednewadvertisersforT101brands• Employees excitedandlookingtothefuture
SandyPianim503MiloHouse,PolydamasClose,London,E32YJ
[email protected] 07545840923
NewbranddevelopmentT101haswantedtobroadenitsportfolioforyears.Thedirectionof thebrandwasunclearbutatthesametimeseveraldesigners hadbeenbriefedtodesignalogo.Iwastaskedwithcreatingthebrandidentityandstrategy.ThiswasamajorprojectforT101totakeinordertosecureitsfuture.Itwasmyresponsibilitytoregaincontrolofaheavilyinvestedprojectthatwasyearsinthemaking.
Strategy• Analyse thegay datingappmarket• Conductsurveywithmentogaininsights,attitudesandbehaviours• InterprettheManagingDirector’sbrandvision• Collaboratewithabrandingagencytocreatelogo,identityandstrategy• Conductmarketresearchoncreatedbrand• Planfurtherstepswithdevelopmentteamtobringbrandtolife
Inspiration• Insightsandobservations- opportunitytochangetheconversationingayculture• Identif iesbrandsweaspiretobeandareinspiredby–Nike,Channel4,Sky
Creation• Survey createdandsenttogaymen18–40yearsoldtogaininsights• Sharedthepreviousdesigniterationswithagencytoavoid• Conductedseveralsessionswithchosenagencytoconstructthebrandidea,strategyandvalues
Execution• Design andstrategysessionswereonceamonth• PresentedideastoT101togeteveryoneexcitedaboutthefutureproject
Outcomes• Strongbrandidentitythatstandsoutagainstcompetitorset• Clearvisionandbrandstrategy• Brandguidelinesandtoneof voicetobaseproductfeatureson
Webelieveinmen,not typesofmen.
SandyPianim503MiloHouse,PolydamasClose,London,E32YJ
[email protected] 07545840923
FetishWeekLondon2015Iwastasked withproducingthecreativestrategyandmarketingplanfortheannualweeklongReconownedevent.Eachdayhas adif ferenteventwhichcatersforaparticularfetish.ThisisthebiggestundertakingforReconeachyearandthereforeitssuccessisimperative.
Strategy• Reaff irmtheReconbrandwithFetishWeekLondon• Refreshthepresentationof thiswellestablishedeventinits6 th year• Grabtheattentionof fansoffetishandthefetishcurious• Capitaliseonthebuzzcreatedfromthesuccessof 2014tofuelattendancefor2015• Createanupsellopportunityfortheretailsideof thebusiness
Inspiration• Blockbustermarketingmovieapproach- Batman,SpectreandDrive• Movie postersfromthe50sand60s• Film NoirandNeoNoir–SinCity
Creation• Gatheredvision,referencesandmoodboardstoworkouttechnicalrequirementswiththephotographeranddesigner• Backgroundsof Londonstreetscenesandlandmarksshotinadvance• Determinedthebestlightingandplacementrequirementsbeforehand• Selected modelsof varyingages, ethnicitytoensureinclusivity• Gear suppliedbytheReconStore• Wrotetaglines asa f inishingtouchtoensureauthenticity
Execution• IncludedReconlogosandcolourstomakeFetishWeekmorecohesivewithbrand• Teaser campaign initiatedwithbehindthescenesphotosonInstagram,continuedwithrevealof mainimage,updatedwebsiteandtoplinedetailsandeachweekanewpartyimagereveal• LaunchedfulldetailsonallReconplatformsanddistributed15,000copiesof a76pageprintedguideacrossUK,USAandEurope• Sharedtrailer onsocialmedia• Createdasocial mediacompetitionforaReconmembertowinaFetishWeekpass,aphotoshootandtheirimagemadeinthestyleof theposters• ReconStoresoldlargeformatprintsoftheartwork,moviepostersandlimitededitiont-shirts
Outcomes• Raisedonlineactive membershipduringFetishWeekonRecon• Higherlevels of engagementonTwitterandInstagram• 60competitionentrants• Over 2,000menattendedthroughoutthedurationoftheweek• Inf luxof newcomerstothesceneattributedtothemarketingapproach• Over 100t-shirtsoldbeforetheweekof
SandyPianim503MiloHouse,PolydamasClose,London,E32YJ
[email protected] 07545840923FetishWeekLondon2016Iwastasked withproducingthecreativestrategyandmarketingplanfortheannualweeklongReconownedevent.Theschedulehasalteredslightlyfromthepreviousyearduetovenuedif ficulties.Neweventswere alsointroducedtothelineup.
Strategy• Continuetoevolvethepropositionof thisoneoff event• Re-engage withourfetishfanbaseandReconmembership• Attractnewattendeeswitheditoriallookandfeel• Capitaliseonthebuzzcreatedfromthesuccessof 2015tofuelattendancefor2016bystartingmarketingearlier
Inspiration• Fetishinmainstreamfashionandphotography• London’sstreetstyleandattitude• Dark rooms– introducinglightintoadarkplacetouncoverthehiddenaction• ”Apictureisworthathousandwords.”
Creation• Gatheredvision,referencesandmoodboardstoworkouttechnicalrequirementswithdesigner• Approachedthephotographerwiththeideaandconductedseveraltestshotstof igureoutprojections• Selected modelsthatmatchedtheconcept• ReconStoregearmixed inamongstvintageitems• Createdahomogenised frametomakethephotothemainfocus- cooler,simplelookandfeelthan2015• Scheduledtimeinthedayof theshoottocreatevideopromocontent
Execution• FetishWeek datesannouncedatourannualendof yearpartyandmainimagepublishedonline• Flyers distributed,advertisingingaypressandannouncedonsocialmediato’Savethedate’• Allpartydetailspublishedonlineatthestartof 2016–reiteratingchanges• GatheredReconmembertestimonialsonFetishWeek– usedthisascontentonlineandinprintedguide• Printedguidemostlyimagebased,10,000copiesdistributedacrossUK,EuropeandUSA• PlanstodoOOHinLondon,socialmediaimagecreatortoenableuserstohavetheirimageintheFetishweekpromostylealso workingonvideotrailer• PartnershipwithclothinglabelBarcodetocreateFetishWeeksinglet• PartnershipwithLondonfetishshopExpectationsasaFetishWeekhub–earlybirdtickets,promotionandactivitiesduringtheweek
Outcomes• Todateover2,000Reconmembersaremarkeddowntoattend• Startingactivityearly hasearned usticketssales fromseveralinternationalmembers(USAandAustralia)
