Cape Pond Ice Company Rebranding Presentation

CONTEXT: GLOUCESTER

STORY OF ICE + GLOUCESTER

WHERE IS THIS?

HISTORYFrederic Tudor in his diary in 1807: “A man who had drank [sic] his drinks cold can never be presented with them warm again”

HISTORIC STORIES

CONTEXT: GLOUCESTER

Cutting ice on Fernwood Lake, West Gloucester- 1980’s

WORKING HARBOR & OLD SEAPORT

The allure of Fishing

Fresh Seafood

Peace and quiet

History

Perfect Storm Association

St Peters carnival, Fishing festival

Art and Culture

Beautiful ride, scenic charm

WHAT BRINGS PEOPLE TO GLOUCESTER?

Museum Experience

Ice Bar/ Ice Room

Story of Ice, Ice harvesting

History

Perfect Storm Association

Community Support

Merchandize, Store

Ice Tours

Ice Park with Ice slides

What else could we do?

WHAT BRINGS PEOPLE TO CAPE POND ICE?

CAPE POND ICE SHOP

CURIOSITY NOSTALGIA

VICARIOUS NOSTALGIA PERSONAL NOSTALGIA

“Wow! I wonder what that was like?” “I remember those days.”

IMAGINATION/FANTASY AUTOBIOGRAPHICAL

“What was it all like?” “I’ve seen my dad use this!”

SEARCH FOR AUTHENTICITYSensory Interactions,Immersive experience

POSITIVE EMOTIONSYearn for ages past, Reminisce, INTRIGUE

CONNECT WITH BRAND

ACTIONBuy an artifact of experience, ADVOCATE the brand

CONSUMER JOURNEY

TIM WALKER : LOST EXPLORERS

FROZEN IN TIME

MERCHANDISE EXPERIENCE

Museum

Ice Bar

Ice Room

Ice Park

Tour

Authentic

Classic,Timeless

Well Researched

Re-created artifacts

Historic

Fisherman, Sailors

INTEGRITY

Commemorative artifacts

Storybooks

Historic Artifacts

Interactive Components

EXPERIENCE +

MERCHANDISE

+

POSSIBLE EXTENSIONS

CAPE POND ICE ROAD MAP

Current Situation

New Identity

Merchandising

Digital Portal

Ice House Experience

26 Degree Bar

Beauport Hotel

Top Deck

Expanded MerchandiseRange

Full Experience

Online Collaborations

THE CAPE POND ICE IDENTITY

NEW IDENTITY

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NEW IDENTITY

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104 Commercial Street, P.O.Box 440, Gloucester, MA 01931-0440

t: 978.283.0174 / 978.283.0180 f: 978.283.3714 w: capepondice.com e: [email protected]

Since 1848

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104 Commercial Street, P.O.Box 440Gloucester, MA 01931-0440

t: 978.283.0174 / 978.283.0180f: 978.283.3714w: capepondice.come: [email protected]

LETTERHEAD AND BUSINESS CARD

SIGNAGE & FACADE

Digital Extensions

Physical stores?

Pop up stores

Collaborations- merchandize or ice

New distribution/ licensing models

New distribution/ licensing models

Event marketing- winter sports

Social media

Portal as resellers

HOW WILL CAPE POND ICE EXTEND OUT?

TIMELESS TIMELY

Innovation

Intrigue

Survival & Preservation

Novelty & Tradition

Storytelling

Curiosity

Historic Preservation

Community Building

Collaboration

Memorable Experience

Commemorative spirit

Transience

NEEDS

OF ICE OF GLOUCESTERNature

Survival & Preservation

Mystique & Mystery

Beginning of Time (Ice Age)

Integrity

Transparent to Opaque

Textural

Transient and Ethereal

History

Innovation

Survival

Technology

Growth

Ties to Industry (Fishing, Food, Storage)

Community

CHARACTERISTICS OF OUR EXPERIENCE

6000 + 6000 SQUARE FEET

ADAPTIVE REUSE

FROZEN IN TIME

HOW DOES THIS ALL COME TOGETHER?

ICE HISTORY ICE EXPERIENCE ICE BAR

FROZEN IN TIME: EXPERIENCE + TECHNOLOGY

FROZEN IN TIME: STORIES + INNOVATION

FROZEN IN TIME: ARTIFACTS + MEMORIES

FROZEN IN TIME: HISTORY

TOOLS OF THE TRADE: THEN + NOW

TOOLS OF THE TRADE

William T Wood - Ice Chisels 1894

FROZEN IN TIME: SURVIVAL + PRESERVATION

FROZEN IN TIME: INTEGRITY + INTERACTION

FROZEN IN TIMECOOL SOCIAL PROPS

FROZEN IN TIME: FUN + STORYTELLING

FROZEN IN TIME: LOAN APPAREL

FROZEN IN TIME: COMMUNITY

FROZEN IN TIME:TRANSIENT + EPHEMERAL

THEN AND NOW

FROZEN IN TIME: 26 DEGREES BAR

FROZEN IN TIME: BAR MENUThe Perfect Storm

Wicked Tea

The Ice Harvest

The CPI Classic

The Nor'easter

Widow's Watch

MayDay Mule

Captains Concoction

SEASONAL ATTRACTIONS

SEASONAL TOP DECK CAFE

COMMEMORATIVE EXPERIENCE ORIENTED

Disney Land

Golfing trip

Spa

Sea World

Lego Land

Universal Studios

9/11

Boston Bombings

Titanic

Holocaust

Battle of Gettysburg

Historic events

Movie Themes

Rock Bands

Icons

Sports Teams(Go Redsox!)

Legends

ENTERTAINMENTRELATED

MERCHANDISE

MERCHANDISE

MERCHANDISE: CLASSIC LINE

MERCHANDISEMERCHANDISE: PERSONAL ACCESSORIES

MERCHANDISE: ICE EXPERIENCE ACCESSORIES

MERCHANDISE: COMMUNITY

Folly Cove Textile

MERCHANDISE: FURNISHINGS

MERCHANDISE: HOME ACCESSORIES

PACKAGING EXTENSIONS

MERCHANDISE TIMELINE: PHYSICAL + DIGITAL

APPAREL APPAREL +PERSONAL ACCESSORIES

APPAREL +PERSONAL ACCESSORIES+ ICE EXPERIENCE ACCESSORIES

APPAREL +PERSONAL ACCESSORIES+ ICE EXPERIENCE ACCESSORIES+HOME FURNISHINGS

APPAREL +PERSONAL ACCESSORIES+ ICE EXPERIENCE ACCESSORIES+HOME FURNISHINGS+INTERIOR PRODUCTS

BUILDING EXTENSION: NOW

MERCHANDISE STORE: FUTURE

PRINT ADVERTISEMENTS

PRINT ADVERTISEMENTS

PRINT ADVERTISEMENTS

PUBLIC RELATIONS

DIGITAL TOUCHPOINTS: WEBSITE

DIGITAL TOUCHPOINTS: E-COMMERCE

SOCIAL MEDIA: FACEBOOK

SOCIAL MEDIA: TWITTER

SOCIAL MEDIA: YOUTUBE

DIGITAL TOUCHPOINTS: PINTEREST

FUTURE: COLLABORATIONS

DOWN THE ROAD: ICE EXTENSIONS

BEER COLLABORATION ICE CREAM COLLABORATION

BUDGET

MARKETING SPENDINGREVENUE FORECAST

YEAR 1: $ 702,840

YEAR 2: $ 1,208,220

YEAR 3: $ 1,872,330 PUBLIC RELATIONS: $ 45,000

PRINT ADS: $ 71,916

ONLINE ADS: $ 107,000PROMOTIONS: $ 44,060

OUT OF HOME: $ 78,000

CAPE POND ICE ROAD MAP

Current Situation

New Identity

Merchandising

Digital Portal

Ice House Experience

26 Degree Bar

Beauport Hotel

Deck Top

Expanded MerchandiseRange

Full Experience

Online Collaborations

Subsidized Loans and Grants

Private Equity Investment

“Ice contains a future and the past, sealed away.

As if they're alive, everything in the world is sealed

up inside, clear and distinct. Ice can preserve all

kinds of things that way- cleanly, clearly. That's

the essence of ice, the role it plays.”

Haruki Murakami, Blind Willow, Sleeping Woman