Written and designed by Group XScott Farrell, Lucy Mao, Mel Fish, Chris Borncamp

TABLE OF CONTENTS

CREATIVE BRIEF 1

RESEARCH SUMMARY 2

STRATEGY STATEMENT 3

BUSINESS MEMO 4

PRESS RELEASE 5

BROCHURE 6

WEB LANDING PAGE 7

BLOG ENTRY 8

TELEVISION STORYBOARD 9

BILLBOARD 10

MOBILE APP PROMO 11

SUMMARY/CONCLUSION 12

CREATIVE BRIEFClient: Patagonia

Project: ADV 402 Final Project

Challenge (What is the client asking for?)Reposition Patagonia as a high-performance and environmentally friendly brand to increase share of pocket compared to competitors.

Target (Who are they?)

Males (Index 93)Ages: 35-49 (Index 101)Graduated college (Index 113)Earn $100,000 or more (Index 102)Believe that eco-friendly products are of higher quality (Index 107).

What do they currently think?Patagonia is a high-quality brand, but it does not fit into their lifestyle; it’s clothing for an older generation, but it is not trendy for young people.

In general, Patagonia products are not for everyday activity. Instead, it is suitable for extreme out-door conditions that they are not exposed to.

What do we want them to think?Patagonia hemp is not just a product. It is an extension of a broader brand philosophy towards healthy living and a healthy environment.

Product Insight (what makes it unique, product di!erentiation)Patagonia is a high-performance brand that su!ers from bland consumer perceptions; hemp clothing can help reinvigorate Patagonia’s image and bridge the gap between style, function and environmental friendliness.

Mandatories (logo, media, tone, etc.)

» Tone should reflect confidence and values of the Patagonia brand » Logo should remain consistent across integrated platforms

PATAGONIA COMPETITIVE SETPatagonia’s top direct competitors are Eastern Mountain Sports, The North Face, REI, and Columbia. These are considered high-

performance, specialty brands. Consequently, they have all have similar target demographics.

Each of these brands compete for share of pocket in the following product lines:

» Alpine Climbing

» Hiking/Trekking

» Rock Climbing

» Ski/Snowboarding

» Travel

» Body/Underwear

» Jackets

*http://www.mahalo.com/patagonia-sale/

Patagonia should focus on di!erentiating itself by emphasizing the eco-friendly, stylistic, and functional components of its products. While the target demographic may remain similar to competitors, Patagonia can draw a strong emotional attachment through strategic DMAs and media buys.

CURRENT BUSINESS STANDINGAccording to U.S. News and World Report, Patagonia will likely see $500 million in annual sales this year. Five years prior, the company reported $270 million in annual sales. This $230 million increase indicates Patagonia’s prominence and success in the category (Smartplanet.com).

Much of the brand’s success can be attributed to its corporate vision; “to build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis (Patagonia.com). This continuously enables Patagonia to di!erentiate from its competitors and give consumers a reason to keep coming back more for.

RESEARCH SUMMARYPatagonia is a high-performance clothing brand, proving that business can provide an immediate solution to the environmental crisis. “By evaluating raw materials, investing in innovative technologies, and rigorously policing their waste, we must cause the least harm to the environment” (Patagonia.com).

Their hemp clothing is grown organically using all natural ingredients, utilizing hemp both on its own

and blended with other fibers like PCR polyester, organic cotton and spandex.

“Patagonia’s hemp clothing requires no irrigation, uses no pesticides or synthetic fertilizers, and is harvested and processed by hand” (Patagonia.com). And Thus, di!erentiating themselves from their top competitors such as Timberland REI, Eastern Mountain Sports, and L.L. Bean.

MARKET POSITION

CEO Casey Sheehan explains that Patagonia did not intentionally position itself as a fashionable brand, and claims that it, “...Just sort of happened” (Patagonia). Staying true to its roots and sticking to its philosophy of technological innovation and practical clothing has proven to be a recipe for success.

DEMOGRAPHICS

Current Demographic

Current demographics of organic/environmentally-friendly clothing include men and women of 18-35 who are generally active, lovers of outdoors and nature, and advocates of sustainability and conservation. These users also purchase other organic goods and maintain a lifestyle that reduces environmental havoc (carpool, recycle, vegetarian eating). They are also willing to pay more money for higher quality clothing.

Recommended Demographic (Based on Simmons OneView 2010)

Patagonia continues to grow in credibility as a high-quality, environmentally friendly brand. To more e!ectively target its consumers, we recommend that Patagonia further segments its target consumer. According to the following Simmons indices, we suggest:

Males (Index 93)

Ages: 35-49 (Index 101)

Graduated college (Index 113)

Earn $100,000 or more (Index 102)

Believe that eco-friendly products are of higher quality (Index 107).

New Market Recommendation: We propose that Patagonia focus much of its media spend in North East and West Coast markets, focusing their advertising in urban and suburban areas.

STRATEGY STATEMENTProposal:Our goal is to transform the Patagonia Hemp Brand into a top-tier, high performance clothing that is recognizable amongst brands such as Timberland, REI, and North Face. Through traditional and non-traditional mediums such as television, magazine, and digital outreach as well as sale promotions, we want to demonstrate the style and functionality of the product, utilizing adventurous people in our advertisements.

Creative Approach:Creative executions should run evenly across traditional and non-traditional mediums. All executions should demonstrate the style and functionality of the product, showing active and adventurous people engaged in outdoor scenarios. The visuals should indicate that Patagonia Hemp Clothing is a top-tier product, ultimately to increase perceived badge-value of the Patagonia Brand. We also recommend Patagonia lands a celebrity endorsement with someone likely to resonate with the target market.

Mandatories: Description of features and product sourcing, clear visual of Patagonia logo, and active/adventurous tone.

Recommended Media Buy*:Television:Networks which index well with Men, 35-49, HHI $100k+

Magazine: National Geographic, Conde Nast Traveler Magazine, Outdoor Life, Outdoor Photographer, Men’s Journal, and other titles involving outdoor/adventure activity.

Rationale:Our target indexes well with psychographics involving the outdoors and eco-friendly products (107). The above listed magazine titles will reach these segments e!ectively.

Digital: airline/travel (174), auto shopping (164), banking (147), sports (287)

Rationale: Based on psychographics, our target is also likely to visit websites involving the outdoors and adventure activities. These categories should be a significant part of the overall media buy.

Outdoor: Strategically placed outdoor collateral in recommended DMAs. We suggest that outdoor billboards are purchased along interstate highways leading to popular outdoor/adventure destinations. This is intended to reach our target when they are most salient.

Non-Traditional: Sales promotions at niche outdoor sporting stores where our target is likely to shop. This includes brands such as Eastern Mountain Sports, REI, Bass Proshops, and Cabellas.

*Rationales were based on demographic/psychographic information from Simmons OneV-iew. We cross-tabulated the demographic information of our target against media usage.

Base: Male, 35-49, HHI $100k+ (Simmons OneView 2010)

Media Breakdown:

MEMODate: April 9, 2012

To: Joe Benincasa, Creative Director

From: Group X

Joe,

Patagonia has made it a long way. Group X plans to take them further.

Our campaign builds o! of Patagonia’s vision of being a leading top-tier clothing line. The goal? Take them beyond existing as a mere clothing brand, and redefine their positioning into the lifestyle category. Patagonia’s new hemp clothing line presents us with a unique opportunity: We can showcase an intriguing product as well as introduce Patagonia’s eco-friendly DNA. To do so, let us Introduce our brand new campaign, “Hemp. It’s in our DNA.” Creative executions will consistently highlight Patagonia’s unprecedented functionality and quality. All media buys will be highly targeted to maximize the impact of the advertising.

Group X truly believes in what Patagonia stands for in the world. The brand is at a tipping-point, and we are here to lead them to that next step.

Sincerely,Group X

PRESS RELEASEDate: April 20, 2012

For Immediate Release

PATAGONIA GEARS UP TO SHOW CONSUMERS THE PRACTICAL SIDE OF HEMP

BURLINGTON, VT- Patagonia CEO Casey Sheehan announced this morning that the brand will play a significant role at this year’s Earth Day festival on April 22nd. Patagonia recently developed a clothing line made of high-quality hemp material, and will use the popular festival as a platform to showcase it to consumers.

“We’re truly excited to launch this new line and allow our consumers a first-hand glance of what we have to o!er. There are many new products to introduce, and we have a very innovative advertising campaign to show it,” said Christina Speed, Patagonia’s Director of Marketing.

As part of the Earth Day sponsorship, Patagonia plans to unveil their new advertising campaign, “Hemp. It’s in our DNA.” Consumers will come in contact with all of the materials used to make the clothing, and by inter-acting with the hemp, Patagonia hopes to draw a connection between the product and its high-quality, highly functional traits.

“Our hemp [is] grown organically using all natural ingredients. We believe that by showing consumers what is under the hood, they will realize the benefits of high-performance hemp clothing,” said Sheehan.

Patagonia is well-known for its involvement with forward-thinking organizations. Last year, the brand part-nered with the Common Threads Initiative to help reduce the environmental footprint. In August they will host a benefit concert to help build awareness about environmental sustainability.

The brand has also announced that they will be rolling out several new product lines over the next coming months.

Based in Ventura, CA, Patagonia continues to grow in credibility as a high-quality, environmentally friendly brand. As the ‘green’ movement continues to mature, companies around the United States are finding unique ways to lessen their impact on the environment. Not only does it mitigate many environmental problems, but it has also proven to be an e!ective marketing platform. This vision allows Patagonia to di!erentiate from competitors such as North Face, Timberland, EMS, and REI.

For more information, please contact Mel Fish at (315) 555-4343

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PATAGONIA BLOG POST [RELEASED ON PATAGONIA.COM]

Dear Friends,

First let me take the opportunity to introduce myself. My name is Casey Sheehan, CEO of Patagonia. Thank you so much for your continued support, we could not do it without you. Please take a moment to read some exciting news that I would like to share with you.

As you know, Patagonia relies on a vision of environmental sustainability. Each of our products is developed with this significant goal in mind. One of the most important things that sets us apart from our competitors is our commitment to research and development, so that we can continue to make improvements to both our brand and the environment. That is why I am happy to present to you our brand new hemp clothing line.

Hemp is not only a high-quality, extremely functional material in this new product line, but it also fits directly into our committment to a safer and healthier environment. This new line is 100% natural, meaning that its impact on the environment is non-existent. Intended for an array of outdoor activities, we feel this line fits directly into the pure and natural lifestyles of our consumers.

I am also pleased to announce that a brand new advertising campaign will be launching tomorrow: HEMP. IT’S IN OUR DNA. Please visit hempdna.com to learn more!

Thank you again for your loyalty, and please do not hesitate to contact me directly at Casey.Sheehan@patagonia.com if you have any questions, concerns, or simply want to chat!

Regards,

Casey Sheehan, CEO

CONCLUSIONHemp. It’s in our DNA. is an extendable, integrated advertising platform that will e!ectively reposition Patagonia towards the lifestyle category. Through television, online, outdoor, and guerilla advertising, Group X can e!ectively reach our target to jumpstart the new line of Patagonia Hemp Clothing. In a cluttered category, it is vital for brands to remain relevant to its target without losing its core values, and the DNA campaign ensures that Patagonia stays true to what it has always believed in.

PatagoniaEARTH DAY

Please visit patagonia.com if you have any questions, concerns, or you simply want to chat. We’ll be there.

Patagonia believes in creating high-quality products while minimizing the impact that we have on everything around us. It’s not easy to do this when we have performance and style in mind, though. The solution? Hemp.

Hemp is an extremely sustainable and versatile plant that can survive in a variety of di!erent climates. It is well-known for its tough and durable properties, and because it’s natural we don’t need to sacrifice strength for dangerous synthetic chemicals.

We’re excited to sponsor this year’s event, as well as share with you a guide to our brand new line of Hemp Clothing.

WELCOME TO THE 2012 EARTH DAY CELEBRATION

IT’S IN OUR DNA...GUESS WHAT? YOU ARE AMONGST THE FIRST

TO FIND OUT ABOUT OUR NEW ADVERTISING

PLATFORM AND BRAND REPOSITIONING:

HEMP. IT’S IN OUR DNA.

Coupon Code: X7KK98EDAY

SEE THIS? IT’S A COUPON. Enter it on www.Patagonia.com/HempDNA and get 10% o! your next hemp purchase.

Our vision is simple: To build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Founded by Yvon Chouinard in 1972, Patagonia hasn’t turned back. We thrive to create top-quality products without losing sight of what is truly important. After all, our clothing is meant for the outdoors. We need it to stick around for a while.

SHIRTS. PANTS. SHOES. SOCKS. Yes, we can cover you head to toe in our brand new line of hemp clothing. Each of these are resistant to the elements, and will keep you pushing further and further down the unbeaten path.

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Story Board Set

WEB LANDING PAGE