The Arrivals
BRAND & MARKETING STRATEGY
•••OBJECTIVE
Grow brand affinity
Increase conversions
Decrease returns
Grow brand affinity
Increase conversions
Decrease returns
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
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
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
• Interactive timeline
• 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
• Selected stories are featured
• Featured "creators" receive rewards
- rewards as incentives are NOT directly advertised
(MOCKUP FOR CONCEPT, NOT DESIGN)
PR
STORYTELLING
• 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 |
Navigation
CONVERSIONS & RETURNS
Nav Mockup
• Highlight unisex on product detail
• Look book is on footer
• Pop up store is in projects
• Highlight unisex on product detail
• Look book is on footer
• Pop up store is in projects
(MOCKUP FOR CONCEPT, NOT DESIGN)
Projects Mockup
• Projects all on one page
• Clear explanation
• Projects all on one page
• Clear explanation
(MOCKUP FOR CONCEPT, NOT DESIGN)
Product Pages
CONVERSIONS & RETURNS
Product Videos
10 sec max- Snackable & fast loadingPeople are filmed going somewhere- NYC is the studioNot over produced- AuthenticityEvery few videos, throw in the unexpected or funnyMake it feel like the real NYC, where you never know what's nextShare on social media |
Emails with video increase click-through rate 200-300%
- ForresterVideo on homepage can increase conversion rates by 20%- ReelSEOSocial video generate 1200% more shares than text and images- BrightcoverBrands using video have 41% more search traffic- Aberdeen70% of marketers claim video produces more conversions than any other content- Vidyard4.8% is the average conversion rate for sites using video. 2.9% for those that don’t - Aberdeen74% of millennials find video helpful when shopping - Animoto57% of consumers say that product videos reduce ambiguity- Zappos |