Sameunderneath Marketing Plan

Sameunderneath has evolved from an educational concept, to shirts sold

out of a backpack then concerts, to a successful, socially responsible high-

end clothing company. These shifts have all centered on Sameunderneath’s

founder, Ryan Christensen and his hands-on passion for change. Ryan has

been the heart of Sameunderneath from its inception and he has instilled it

with the values that hold up the brand today and the philosophy that is behind

the message of the brand.

Sameunderneath is more than a clothing company. Instead of being defined

by the products it sells, Sameunderneath is defined by its philosophy and

those who support it. Sameunderneath is about taking a stand for what you

believe in and making informed choices. It’s about people who look beyond

their differences and instead see ways to bring people together. It’s about

believing that small choices and ideas can help change the world.

Ryan has developed Sameunderneath and has essentially been the face of

the brand up until this point. The Sameunderneath brand is expanding at a

rate that Ryan cannot support himself. This is why Sameunderneath needs

a new approach that will develop the brand nationally while maintaining the

characteristics that make it unique. Sameunderneath needs a presence that

will reach Enlightened Rebels in ways that overlap in their day to day lives.

With a new brand strategy, Sameunderneath will attract people on a national

level and give those people a platform from which to speak.

UNDERSTANDINGKnowing Sameunderneath’s values, philosophy and business

goals, Kiwi has developed a plan of action utilizing two main

strategies that will focus on the online and in-person consumer

experience to address these objectives:

• Sharpen the Sameunderneath brand to a razor sharp edge,

while keeping the brand flexible enough to evolve as a business.

• Elevate brand awareness to drive interest in the brand and the

movement of Sameunderneath by reaching the trend setters

and leaders of the community and converting them to brand

evangelists.

• Develop the Sameunderneath brand so that it stands on

its own, through a comprehensive campaign of outdoor,

experiential and online advertising.

• Create opportunities for people to interact with

Sameunderneath that can be scaled to a local or national level.

strategy 1 Increase and enrich Sameunderneath’s online presence to be

inclusive and supportive of its followers and customers through:

• Website Re-design

• Promotions

• Documentary Series

• Providing Local Information

• Blogger Outreach

• Banners Ads

• Wallscapes

• Search Engine Marketing and Optimization

strategy 2Successfully expand Sameunderneath stores beyond Portland by

thinking global but acting local, utilizing the following to create a

strong bond between local communities and the brand:

• Community Directors

• Promotions

• Support local community

• Sameunderneath Branded Magazine

• Wallscapes

• Sponsorships

APPROACH

To gain a deeper and more thorough understanding of the

Sameunderneath target, we searched the Internet to find people

talking about Sameunderneath to find out more about them.

Through our primary research, we found a wide variety of

individuals. We met face to face with them to hear each of their

stories and determine who they are, what they stand for and

what they think about Sameunderneath.

We spoke with:

• Sameunderneath Sponsored Musician

• Sameunderneath Marketing Coordinator

• Sameunderneath Fashion Designer

• Sameunderneath Graphic Designer

• Sameunderneath Store Manager

• Sameunderneath Customers

• Business partner

• Mississippi Street Neighbor

• Hip Hop DJ

RESEARCHWhat We Found

• Many like the clothing but cannot afford

to regularly shop in Sameunderneath

• The Sameunderneath logo is memorable

and closely associated with the brand

• The Sameunderneath brand values and

message are attractive, but not as clear as

they need to be

• Online and in-person is the best way to

reach the target

• There is a desire for an outlet to interact

with the brand

• Success has altered the perception of

the Sameunderneath brand

Sameunderneath is an intricate brand that is comprised of

multiple characteristics: community involvement, environment,

education, politics and sponsorships. Sameunderneath is

best known for its basic, but quality clothing line made from

bamboo, an environmentally low-impact plant.

Sameunderneath is a clothing company – but so much more.

Sameunderneath is a clothing brand, but more importantly it

is a lifestyle brand. The concept behind Sameunderneath is

to be a brand of the people – people who do not judge others

merely based on religion, race, hobbies, color, sex or creed.

Unfortunately, most people are unaware of these great

attributes, and our shared stories. Our campaign will not only

clarify Sameunderneath’s brand message, it will invite people

to be part of their brand both online and in their communities.

SITUATIONANALYSIS

Sameunderneath has strong core values and a unique brand message that can differentiate itself from its competitors. It

produces quality, eco-friendly clothes that are classically fashionable. The clothes are currently distributed in high-end boutiques

and two Portland Sameunderneath stores. Sameunderneath has great local ties to the community that enable the spread of its

message and encourages the momentum of the movement.

The brand message is complex and often is confused with only being “green”. People that do understand the brand message and subscribe to the Sameunderneath movement don’t know how they can interact with the brand. The clothes have a high price point that can act as a barrier to entry for many people. Currently Ryan is too much the face of the brand. As Sameunderneath looks to grow nationally, the brand will need to evolve beyond Ryan.

Sameunderneath has tremendous opportunity to grow to be a strong international brand that produces clothes in addition to accessories

and household items. By supporting local communities, Sameunderneath can develop a loyal consumer base that will help to strengthen

the brand. Sameunderneath’s social responsibility and core values offer many ways that Sameunderneath can further its contribution to

communities and increase interaction with its audience.

Sameunderneath must not try to expand nationally before it has a strong enough consumer base locally. Although competing brands do not offer the same experience as Sameunderneath, if the brand message remains vague, consumers will confuse Sameunderneath with companies like Edun. For investment and expansion purposes, Ryan can no longer be the sole face of the brand. He needs to play a supporting role and let its audience become the face instead.

strengths

weaknesses

opportunity

threats

Although Sameunderneath currently competes with these brands,

none of these companies have a similar brand message or potential

to be a movement. Sameunderneath offers a full spectrum position

on social responsibility by being actively green, supporting

education and political involvement. Our campaign will clarify

Sameunderneath’s brand message and will help it move beyond

its competition.

COMPETITIVEANALYSIS

strengths weaknessesEdun

Celebrity Owned

Good Publicity

Clear Message

Socially Responsible

Quality Products

Partnerships w/Non-profits

Bono

High price point

Economic challenges

Partial focus on sustainability

More trendy style clothes

James Perse“Luxe casual” design, Southern Cal style

Strong roots in the fashion industry

Brand has expanded into baby clothes,

home and accessories

No cause/story

High price point

Gilded AgeBased in “old world” hand-made clothes

All natural dyes

Classic styles

High quality

Creative brand idea

Very high price point

No story or cause

LoomstateAll organic

Observes factory regulations for environ.

Blog

No social cause other than

promoting organic

No story

HabitualFocused (only denim)

Celebrity appeal

Strong brand narrative

Limited product line

Price

Distribution

TrovataHigh fashion look and brand

Feels like high-end Urban Outfitters

Unique pieces

Feels like high end Urban Outfitters

Brand doesn’t promote

sustainability, merely fashion

C & COrganic Cotton

Basic, foundational apparel

Attractive, intuitive web site

Direct sales on site

Lots of mainstream press

Not a well defined brand

Nothing stands out

Not much personality

Sameunderneath is passionate at its core because it represents a movement and way of life. To

inspire change for the better, passion is a necessity.

Sameunderneath understands what it means to be human. By leaving your comfort zone and reaching out to all people, life is enriched through new experiences and understanding.

For Sameunderneath to succeed, it must push through difficult times, and negative ways of thinking. The

movement is worth every effort.

The simplest understanding of Sameunderneath is we are all humans living our lives. Our individuality should be celebrated, but so should the commonalities that unite us.

To remain authentic, Sameunderneath must practice responsibility socially and environmentally.

Accountability is paramount for the success of Sameunderneath.

passion

emphathy

perserverence

unity

responsibility

Sameunderneath has a strong set of values

that will remain the foundation of the brand,

even as the company evolves over time. These

five values are intrinsic to Sameunderneath,

and each is an important element to the brand.

The values must be understood and adopted

by all who work with Sameunderneath, and

those who take on its lifestyle.

These values shine through Sameunderneath’s

dedication to education, political involvement

and the environment. In reality, the clothes

Sameunderneath sells are meant to be the

vehicle for the brand message and values.

Again, Sameunderneath is not just selling

clothes; it is selling a value system. It is

Sameunderneath’s goal to involve all people

in its movement to strive to live in a socially

responsible manner.

BRAND VALUES

“a socially responsible lifestyle brand that encourages people to look beyond their differences and see they are essentially the same underneath.”

BRAND POSITIONINGSTATEMENT

true:

Sameunderneath must be consistent

in the values that it portrays.

charismatic:

Through storytelling and audience

involvement, Sameunderneath conveys

a charisma that is authentic and

inspiring.

thoughtful:

Sameunderneath exists for a purpose

and is thoughtful in everything it does.

provocative:

Sameunderneath makes people think;

about themselves, the world and

everything between.

BRAND PERSONALITY

enlightened rebelEnlightened Rebels are people who care about people, who share the values of

Sameunderneath and believe they can change the world with the way they live their lives.

They are responsible and thoughtful in the way they purchase products. They are multi-

generational, educated individuals who vote with their wallets; make informed decisions

about the things they buy, the politics they support and the social areas they engage in.

They are no specific gender or race, and although they are very progressive, they are

not necessarily politically correct. They enjoy a mix of grit and polish with their everyday

lives, and while they may have a penchant for luxury when they can, they do not do so

recklessly or without awareness of their surroundings.

Enlightened Rebels think Sameunderneath is a sustainable clothing brand, with soft

and wearable styles. They know Sameunderneath is a brand committed to sustainable

practices, but they’re not really sure of what that means for Sameunderneath and the

larger world. They need to know Sameunderneath is more than a clothing company. Our

target needs to think of Sameunderneath as one of their own, always striving to be better.

To reach this target a thoughtful approach must be taken. Enlightened Rebels respond

well to questions and new ideas. They do not respond well to demands and unintelligent

advertising. They desire outlets for their art and opinions and Sameunderneath will

provide them an outlet in several ways.

TARGET AUDIENCE

Sameunderneath has strong core values, but a very complex

brand story that is challenging to successfully portray. This is

why a layered, creative approach is absolutely necessary to

reach your audience. The creative must come from various

angles including online and in-person. The target will respond

best to creative that is artistic and plays off their curious nature

and inspires them to act.

Enlightened Rebels are online. The most convenient and often

relevant touch point for consumers is a website and the creative

we produce is meant to direct your audience to your website.

As opposed to traditional advertising where an audience is

spoken to, we have decided it is best for Sameunderneath to let

people participate with the brand and tell their own story.

CREATIVE STRATEGY

“look beyond”Sameunderneath sells clothes.

Sameunderneath makes sustainable products.

Sameunderneath sponsors local artists.

Sameunderneath is fashionable.

Sameunderneath is not just a clothing company. It’s so

much more.

your audience is moreYour audience is more than a political party.

More than race.

More than age.

More than gender.

More than religion.

Your audience knows they are so much more than any

label can encompass.

“Look Beyond” is a very simple and direct

way to explain Sameunderneath and its

appeal as a brand. It is best to incite

curiosity into what Sameunderneath is all

about and let people explore the multi-

dimensional nature of Sameunderneath.

The idea of “being more” is consistent

in our creative strategy, messaging and

positioning. We give Sameunderneath

the opportunity to actually show why

it’s more, to its audience. In turn,

Sameunderneath encourages people

to “Look Beyond” the obvious to find a

deeper meaning and purpose.

MESSAGING

banner adsSameunderneath will utilize banner ads on targeted websites to

drive online users to its own website. The banner ads will have

the same look and feel of the outdoor posters and will remain

attractive yet unobtrusive. By placing the ads on targeted sites,

Sameunderneath will use its dollars more efficiently and create a

more positive awareness of the brand.

ME

DIU

M R

EC

TAN

GLE

: 300

pix

els

x 25

0 p

ixel

s

HA

LF P

AG

E: 3

00 p

ixel

s x

600

pix

els

SK

YS

CR

AP

ER

: 120

pix

els

x 60

0 p

ixel

s

WID

E S

KY

SC

RA

PE

R: 1

60 p

ixel

s x

600

pix

els

Knowing that the website will be the only point of contact for many people, we have

developed an online program to use this touch point to its fullest potential.

The current website, although attractive, doesn’t give visitors many reasons to return

until the new fashion season debuts. We have designed a new website that has an

upscale, yet earthy tone that is at the heart of the Sameunderneath experience. The

website will act as the central hub for the online Sameunderneath community and

will feature an interactive element where visitors are invited to be part of the brand

through conversation. With promotions and entertainment features, visitors will have

a reason to regularly return to the site. The new website will back up the idea that

Sameunderneath is more than just a clothing company; it’s a creative outlet and a

way to connect with other like-minded people.

documentary seriesThe website will feature documentary shorts that will be used to tell the story of the

Sameunderneath lifestyle as well as incorporate the educational aspect of the brand.

The series will be used as an information source for your socially aware audience.

It will feature forward thinking individuals who are passionate about their area of

expertise and want to spread ideas on any topic – history, religion, dance, farming

etc. They will be factual, but also interesting and inspiring. We want to engage

curious individuals and encourage the spread of ideas.

The series will give people a reason to return to the Sameunderneath website as

new documentaries will be posted on a regular basis. This will add an element of

both education and entertainment to increase the value of the website.

WEBSITE

This is a simple way to increase Sameunderneath’s reach online

and also track what people are saying about the brand. As

Sameunderneath starts listening to the conversation online, it can

adapt and join the conversation. Listening to the true opinions of

the audience is valuable information and a way to truly speak to the

customers of Sameunderneath.

Twitter can be used for the following benefits:

• Relationship building

• Create credibility

• Promote events

• Provide insight and commentary on an event in real time

• Promote sales and daily offers

• Website traffic generator

a facebook application (as opposed to a Facebook Group) can be used to:

• Create brand awareness

• Communicate promotions, contests & events

• Drive traffic to the Sameunderneath website

• See what others are saying about Sameunderneath

• Increase listing favorability in organic search engine search results

• Understand Sameunderneath customer behavior

• Build early Sameunderneath loyalty

• Reach Facebook’s 35 million users

CONVERSATIONAL MEDIA

Search Engine Marketing (SEM) will be utilized for the Sameunderneath website to increase its visibility. Search Engine Optimization (SEO) is one element of SEM. SEO involves configuring website code and content with keywords associated with the Sameunderneath brand to increase its rankings in the results page of search engines and directories.

SEM tools include:• Social Network Marketing• Pay Per Click Advertising

SEO tactics include:• Keyword rich web pages• Keywords in the title of pages• Keywords in the domain name• Naming images used in site using keywords• Intrasite linking

If Sameunderneath continues to have a blog on its website, it needs to be more active. A blog is not intended to report only on events, but is meant to act like a journal for Sameunderneath and its mission. At its best, the Sameunderneath blog can give people a chance to peek behind the scenes and see how Sameunderneath functions. It can also be used to discuss the things that matter to Sameunderneath, whether it is its brand values or local events. Different people can contribute to this blog to help keep it fresh and updated, including a store manager, a sponsored musician or Ryan himself.

SEARCH ENGINE MARKETING BLOG

glocalization

(think Global. act Local.)Sameunderneath has the distinct advantage of having ties

to the community of Portland. These ties help to ground

the brand and keep it relevant to its customers. However,

Sameunderneath is meant to evolve and expand beyond the

place of its birth. To ensure that Sameunderneath successfully

spreads, it must develop new stores at a grassroots level

while maintaining the brand core values on a national level.

Sameunderneath should develop at a natural pace as the

company gains momentum and builds a large and strong

consumer base necessary to continue expansion nationally.

Ideally, each Sameunderneath boutique will maintain a unique

identity and attachment to its community. Each boutique

should feel like it belongs in the city it is located. To ensure this

happens and to help develop the brand, Sameunderneath will

utilize Community Directors to guide each local boutique.

community directorsSameunderneath is a successful company because it is

unique and offers a quality product with a good message.

However, there is the “Ryan Factor”. . . Up until now, Ryan

Christensen has been the heart and face of the brand. Ryan is

great at connecting with people and communicating his ultimate

goals for Sameunderneath which has played a large part in

connecting the brand on a local level.

For Sameunderneath to be able to remain authentic in areas

beyond Portland, Sameunderneath will need a representative in

each location to create those all-important local connections.

These Community Directors will believe in and uphold the core

values of Sameunderneath in addition to being immersed in their

respective local communities. They will be able to go out and

create partnerships with local schools, artists and community

members. They will be able to give a relevant voice to each

Sameunderneath boutique.

As Sameunderneath expands, Community Directors will be

chosen and taken back to the Portland headquarters. During this

two-week visit, this person will shadow Ryan and see how he

handles Sameunderneath and its brand at a local level. This will

help give direction to the new Community Director and inspire

them for the development of the new Sameunderneath location.

BUSINESS STRATEGY

30 seconds to speak your mindWe have developed a promotion that will give an opportunity for

people to interact with Sameunderneath and each other while

spreading the Sameunderneath brand values. People can submit

a 30 second video of themselves saying whatever they want about

what they care about, whether it be politics or philosophy. The

videos will be posted on the Sameunderneath website and YouTube.

Website visitors will be able to vote for their favorite and the winner

will have their video aired in movie theaters.

This promotion will be publicized through outdoor posters located

on the walls of Portland buildings and through passed-out handbills

printed on handmade seed paper. In addition, this promotion has the

potential to turn into an extremely successful viral campaign because

of its presence online, which will in turn increase its publicity. The

user’s desire to speak their mind and broadcast their thoughts to

the world will be rousing. This has the chance to spread quickly as

people will forward the site to friends that have big ideas as well.

magazineInstead of placing ads in a consumer magazine, Sameunderneath

will benefit more from producing its own free, branded quarterly

magazine, which will be available in Sameunderneath stores.

The magazine will focus on local events and features but will

also incorporate fashion spreads to display the Sameunderneath

line. Local writers will be supported by giving them an opportunity

to publish their poetry, fiction and non-fiction work. The editorial

content will also be posted on the Sameunderneath website to

add another layer of interactivity. As Sameunderneath opens

additional stores across the US, the magazine will have regional

focuses that will include area specific content, guided by the

Community Directors.

t-shirt challengeTo capitalize on the individuality of

each Sameunderneath location, a

t-shirt design promotion has been

developed. The Sameunderneath

website will host a competition where

designers can submit designs for a

local t-shirt. The designs will be voted

on by locals, and the winning shirt

in each location will be produced

and sold only in their local boutique.

This creates limited edition t-shirts

that have great local value and also

supports local artists. In addition,

this will create an opportunity to have

people in different Sameunderneath

communities interact with each other.

PROMOTIONS

outdoor wallscapesWe have developed two poster series that have different objectives;

however both will direct viewers to Sameunderneath.com. The

outdoor posters will feature a snapshot of the lives of people living

the Sameunderneath lifestyle and will spark the viewer’s curiosity.

The posters will be produced in various sizes and will be placed on

the sides of buildings in high traffic areas.

The first series will promote the Sameunderneath brand, capitalizing

on various Portland locales. These will express the connection

between people but still tie in to the local community. This series will

be updated with each new fashion season to add visual interest and

increase awareness for the clothes line.

The second series will publicize Sameunderneath promotions,

such as 30 Seconds to Speak Your Mind. These are more

typographically driven to serve as a distinction from the first

series of posters. This series can be updated as new promotions

are developed and take place.

As Sameunderneath gains brand awareness and momentum, it

should sponsor local artists and place their artwork on the walls of

Portland and beyond. This is one more way to support local artists

and forge a stronger connection with the community.

Sameunderneath currently sponsors local musicians and artists with events,

promotions and company internships. These are excellent ways to connect

with the community and develop a loyal customer base. Sameunderneath

should continue these sponsorships and partnerships but also seek new and

larger opportunities.

Sameunderneath would benefit from sponsoring events such as the Portland

International Film Festival. This will give Sameunderneath exposure to a

wide audience, many who share the creative values of Sameunderneath.

Film festivals are a simple way to stay connected to local communities

throughout the expansion of the brand. Ultimately, the creation of a

Sameunderneath film festival would be a great way to add another layer

of interaction for your audience.

Sameunderneath will also sponsor the Ignite Lecture Series in order to

incorporate the brand’s educational element. Ignite features short, fast-paced

presentations delivered by local progressive and forward thinking individuals.

Each speaker is allocated five minutes to speak with 20 automatically rotating

slides to share their idea, story or experience. Lecture topics are not limited

and have ranged from “The Evolution of our Social Brains” to “Making Cranes,

Not War”. Each biannual event attracts hundreds of the community’s top idea

people.

Within Portland, Sameunderneath will host a Community Art Show. The

show will be held at the Portland Armory, which is a LEED certified building.

This event will serve as a creative center for local artists to present their work

and talents including artwork, music, and poetry. The first community art event

will be held in Portland and eventually expand to other Sameunderneath cities.

Sameunderneath has a goldmine of PR opportunities, both online and in traditional media.

The brand is already invested in social responsibility and will only increase its activities in this

area as it grows. It is important to reach out to and forge relationships with local journalists and

ultimately, maintain them.

Regular press releases are necessary, but Sameunderneath must go beyond this basic

PR requirement. Sameunderneath should invite the press to Sameunderneath sponsored

events in addition to store events. Be sure to utilize all available resources and attend events

involving all the things Sameunderneath cares about, whether it’s a political meeting or an

educational fundraiser.

There is a huge potential for growth in the online presence for Sameunderneath. By talking

about Sameunderneath on blogs, linking the Sameunderneath URL from blogs and commenting

on blogs with relevant Sameunderneath topics, more traffic will be generated for the

Sameunderneath website. Additionally, the more websites that link to the Sameunderneath

website, the more credibility and priority the website will have with search engines.

Beyond this however, Sameunderneath needs to create relationships with relevant bloggers

instead of just barraging them with information. Sameunderneath already has some exposure

with bloggers, but most of the written content is not recent. Sameunderneath needs to make

regular efforts to connect and re-connect with bloggers. If they are local, invite them to visit the

store and have lunch. If they are not local, try and speak with them on the phone so you can

have a more personal interaction.

In the end, bloggers have control of the information they post about your company, by making

a personal connection with them, Sameunderneath will have the chance to clarify its brand and

increase the chances of positive reviews. Community Directors will take the lead in contacting

the local bloggers and maintaining these relationships.

SPONSORSHIP/PARTNERSHIPS PUBLIC RELATIONS

We have not developed a strict timeline for Sameunderneath because the business should

develop at its own pace. Instead, we have created phases for Sameunderneath activity and

expansion. Certain elements in our plan are meant to be built upon. The strategy behind our

ideas is that they are all scalable. This means they can start small and local now and grow with

Sameunderneath and expand on a national level. Phases will allow for sustainable growth. Each

phase will provide a solid platform to launch into the next, larger, phase.

Sameunderneath has the potential to be an extremely successful lifestyle brand that is both

grounded in local communities and successful on an international level. However, this sort

of achievement will not happen overnight, but with careful brand development and business

strategy. The key will be informing people that Sameunderneath is more than a clothing brand.

Sameunderneath will invite all people, of all walks of life to realize that they have differences, but

the things that draw us together are the most important. As Sameunderneath invites all people

to be part of and interact with the brand, Sameunderneath will become an authentic part of their

lives in a multidimensional fashion.

PHASES

CONCLUSION

Website Relaunch

Outdoor Wallscapes

Magazine

Documentary Series

Local Sponsorships

30 Seconds to Speak Your Mind

T-Shirt Challenge

Public Relations

Banner Ads

Community Art Gallery

one

West Coast Store Expansion

Community Directors

Iconic Wallscapes

Regional Sponsorships

National Expansion

National Sponsorships

Sameunderneath Film Festival

Artist Wallscapes

three

two