The Arrivals

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BRAND & MARKETING STRATEGY

•••
OBJECTIVE
Grow brand affinity
Increase conversions
Decrease returns
SECTIONS
1: Audience
2: Storytelling
3: Retail
4: Conversions

Section #1

AUDIENCE

AFFLUENT MILLENNIALS
•••
VALUES
Community
want to be connected

Collaboration
co-creation and peer-driven decision making

Recognition
want to show that they are unique

Integrity
label companies' values as good or bad

DIGITAL TRENDS
Ephemeral
short form and time sensitive content

Impatient
want immediate gratification

Visual Thinkers
no one reads ecom copy

DISLIKES
push advertising

Section #2

STORYTELLING

Roadmap

Web   >   PR   >   Budget & Time
•••
THE STORY

"Up for the Journey"

CORE
• Enabling exploration
THEMES
• Intelligence - tech & creative
• Respect - authenticity
• Discovery - meaningful takeaways
• Community

Web

STORYTELLING


About Page
• Limit copy
• Tribe building
• Links to longer stories
- transcript, images, links, additional copy...
• Snackable sound bites
• Interactive timeline
- simple click to view. No animation.
• Invite customers to share stories
• Selected stories are featured
• Featured "creators" receive rewards
- rewards as incentives are NOT directly advertised

(MOCKUP FOR CONCEPT, NOT DESIGN)
About Page Mock Up timeline

PR

STORYTELLING

• Stories are promoted on social media and newsletters
• New stories are created for targeted PR outlets
- think Lauren Goodman of Wired Magazine
• New stories are created with key influencers and/or partners
- goal: influencer will want to brag about the content

Budget & Time

View Proposal AR101 | STORYTELLING

Section #3

RETAIL

•••

Retail

STORYTELLING

Project and/or Magic trade shows
Best sellers in retail stores
- marketing spend, not so much revenue
Element on hang tag or product directing people to register their jackets, online
- registering allows customers future deals and upkeep products (rough example)

Budget & Time

View Proposal AR102 |RETAIL

Section #4

CONVERSIONS & RETURNS

Roadmap

Navigation   >   Product Pages   >   Budget & Time
•••
SITE AUDIT

SIMPLIFY & DIRECT

NAVIGATION
• Fewer clicks to check out
• Edit language to avoid user guessing frustration
• No forced "back" clicking
• Preheader with shipping, phone, returns
PRODUCT PAGES
• Products video
• Customer photos
• Leather treatment gif is moved to appropriate products
CONVERSIONS & RETURNS


Nav Mockup
• Highlight unisex on product detail
• Look book is on footer
• Pop up store is in projects
(MOCKUP FOR CONCEPT, NOT DESIGN)
refined nav
Projects Mockup
• Projects all on one page
• Clear explanation
(MOCKUP FOR CONCEPT, NOT DESIGN)
projects

Product Pages

CONVERSIONS & RETURNS


product detail
Product Videos
10 sec max
- Snackable & fast loading
People are filmed going somewhere
- NYC is the studio
Not over produced
- Authenticity
Every few videos, throw in the unexpected or funny
Make it feel like the real NYC, where you never know what's next
Share on social media
Emails with video increase click-through rate 200-300%
- Forrester
Video on homepage can increase conversion rates by 20%
- ReelSEO
Social video generate 1200% more shares than text and images
- Brightcover
Brands using video have 41% more search traffic
- Aberdeen
70% of marketers claim video produces more conversions than any other content
- Vidyard
4.8% is the average conversion rate for sites using video. 2.9% for those that don’t - Aberdeen
74% of millennials find video helpful when shopping
- Animoto
57% of consumers say that product videos reduce ambiguity
- Zappos

Budget & Time

View Proposal AR104 |CONVERSIONS & RETURNS

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