Cape Pond Ice Company Rebranding Presentation
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Transcript of 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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!"#$"%&'$()# !"#$"%&'$()#
!"
#$%#&'(%)!$
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NEW IDENTITY
!"#$"%&'$()#
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
!"#$"%&'$()#
*+,--$./01234
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