SkinIt Branding Presentation
May 26, 2015
This is a presentation my group did for Linda Castillon who is the Head of Licensing at SkinIt. This was a fun project centered on how SkinIt can better brand themselves. We focused on a clear, coherent, and consistent message centered on great products, best quality and extensive availability.
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Transcript
Great Products + Strong Business + Better World
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Plan to Improve Brand Awareness and Brand
Favorable OpinionSmart
Consistent Message
• Deliver Great Products
• Design Excellence
• Strong Business
• Complete Customer
Satisfaction
Channels
• Paid Media: Advertising
• Earned Media: Print, TV,
Radio, Digital
• Social Media: FB, Twitter, MySpace, LinkedIn, YouTube
Stakeholder
Involvement• Customers
• Employees
• Investors
• Affiliates
• Media
• Communities
Brand Promise Analysis
High Importance/SkinIt Weak
High Importance/SkinIt Strong
Low Importance/SkinIt Weak
Low Importance/SkinIt Strong
SkinIt Strengths/Weaknesses
Corr
ela
tion
Wit
h
Overa
ll
Bra
nd
/Favora
ble
O
pin
ion
*Quality
*Affordable*Current/Trendy
*Environmental
*Availability
*Unique/Individualistic
*Customer Satisfaction
*Ease of Use
*American
*Virality
Website Recommendations
Great Products + Strong Business + Better World
Skins For A CauseAmerican Breast Cancer Foundation
Blue Thong Society
CASA, GLA
National Multiple Sclerosis Society
National Society of Collegiate Scholars
Support Our Troops
The Leukemia & Lymphoma Society
WILLINGNESS &READINESS TO ENGAGE
“PERSONALIZE YOUR
LIFE”
Social Media: Reach and Engage
Social Media
Social Media
Social Media
Google Blogs……Mixed Results
Not What We’re
Looking For!
Social Media Promotion
http://www.youtube.com/watch?v=W1me1cnsnqU
Survey Results
41%
17%
14%
17%
11%
What interests you most? Sports
Movies
TV Shows
Music
Fashion
35%
14%
2%
17%
29%
3%
Where would you most likely
put a Skinit?Phone
Mp3 Player
Car
Wall
Computer/Laptop
Video Game System
21%
16%63%
Have you ever seen a Skinit Commercial, or any other form of advertising?
Yes
Can't really remember
No
43%
5%
52%
SkinIt produces decorative covers for phones, cars, computers, walls, etc. Were you aware of
SkinIt and what they produce?
Yes
Heard of Skinit, but no idea
No
Survey Analysis
Earned Media & Key Tactics for Improving
Brand AwarenessSkinIt Earned…
AwardsAccoladesBlog BuzzRSS FeedsQ Scores
Consumer Reports
Because of….
Rational Drivers: Quality, Durability,
Reliability, Affordability, Ease of Use,
Environmentally Friendly, Consistent,
Versatility, Currency
Emotional Drivers: Cool, Savvy,
Creative, Unique, Individualistic,
Clever, Fun, All Encompassing, Customer Satisfaction
Advertising
Emotiona
l Driv
ers!
Rational Driver
Paid Media
Advertising
Driving Traffic
Communication: What’s Working?
Communication: What’s Missing?
We Need More….
Commercials
Newspaper/Magazine Advertisements
In Store/Kiosks
Sporting Events
Schools, University Bookstores
Product Placement
Where We Will Be…..
ESPN, NBC, CBS, ABC, E!, Fox
GQ, People, SI, ESPN, People, SD Reader, USA
Today,
Fry’s, Best Buy, Target, Verizon, T-Mobile, AT &T,
Cricket
NFL, MBL, MLS, NBA, PGA, NHL
From USD to Duke
Movies, TV Shows, Print, Viral
Advertising
Guerilla Marketing
WebsitesDiscounts & Coupons
Sporting Events
SkinIt CarsIn Store Promotions
Movies
Great Products + Strong Business + Better World
Respect »» Like »» Trust »» Belong »» Share
Peter Mulally, Brandon McCreary, Ryan Kay, Scott Duyn, Britt Heady
Thank You Linda!
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