Phog Media + Red Dirt

MEDIAphogpresents

Table of Contents

Introduction

Situation analysis

Research

Goals & Objectives

The target

Spread Your Dirt

Red Dirt U

Rep Your Region

TimeLine

Red Dirt Shop

Budget

Media Kit

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06- 23-

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phogM E D I A

Media Director Emily Paulson

Presentation Director Lauren Johnson

Research Director Cassie Altenberger

Account Executive Charlotte Soudek

Creative Director Morgan Gray

Public Relations Director Austin Cedergreen

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Phog Media is a communication agency that specializes in brand building and promotion to provide highly innovative

services to our clients .Like the legendary coach, Forrest “Phog” Allen, our mission is all about innovation. His game was basketball. Ours is com-munication. As one of the most historic coaches at The Univ-eristy of Kansas, Phog made people listen. That is exactly what Phog Media strives for, to make people listen. By combining teamwork and passion, we work together to provide our client with the most creative and interactive marketing campaigns to reach their audience. We believe the best way to make an impression is to get the consumer to interact with the brand.

To take them off of the bench, and put them in the game.

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Goods f

or Goo

d

Executive Summary By having access to an amenity that is of-ten taken for granted, men, women and children are given an opportunity to live a better life. Days spent hunting for water can be replaced with the availability to work and receive an education.

The community aspect helps promote Red Dirt products. Behind the business there is an approach that asks the con-sumer market to work together, and therefore helping a cause that could oth-erwise be ignored. For every iPhone or t-shirt sold Red Dirt donates five dollars to Water.org. This money generates the capability of funding someone with one year of clean water access. In addition to contributing to Water.org to provide clean water to Africa, Red Dirt educates its customers on the global water crisis and also about the economic impact of commerce on developing communities (Red Dirt Campaign Statement of Need).

Red Dirt aims to gather more national exposure and expand from their Kansas City area demographic. Kansas City art is a small representation of the work pro-duced by American artists, and Red Dirt plans to create products that represent many of the largely populated cities in the country. By doing such, it is the hope of the organization that their customer base will expand, allowing for a better brand recognition. Red Dirt’s products display a design created specifically for Red Dirt. Red Dirt strives to incorporate artists who hold a strong social media presence. By doing this Red Dirt can promote up-and-coming artists as well as market to the artists audience. Red Dirt was award-ed the 2014 Creative Industry Award by Arts KC Regional Arts Council for work with artists.

Red Dirt is a Kansas City company estab-lished in April 2013. It is a fashion and ac-cessory company that specializes in col-laborating with national and local artists. Social media presence is an important as-pect Red considers when choosing artist. A new product is released every Monday, which features a different artist’s work in the form of an iPhone case or occasion-ally a t-shirt. Red Dirt was spawned from the idea that a person’s cellphone case is their most visible accessory. Therefore, Red Dirt supplies their customers with limited-edition artist designed cases, which offers a cool and unique way to style one’s cellphone.

Red Dirt is a social impact company that actively works to improve the water qual-ity for individuals in third world coun-tries by donating part of the proceeds to Water.org. Red Dirt’s slogan is “goods for good.” Their mission is to fulfill the needs of struggling nations across the world focusing on access to clean water. Both Co-Founders, Christina Eldridge and Dawn Taylor, have a background in non-profit organizations. They emphasize the importance of helping underprivileged nations gain access to the resources needed for survival. “Our journeys have led us to people who are defined by pov-erty, disease, war, loneliness and uncer-tainty about the future. But we’ve also witnessed hope, joy, ingenuity and com-munity”. Red Dirt’s name was inspired by the red dirt of Africa (RedDirtShop.com). Access to clean water not only allows for a more sustainable and healthy life, but it disrupts the cycle of poverty.

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1.College students

Necessary for promotions and developing work that pertains to different colleges and geographic regions across the United States.

Up to date on current technology, and active consumers of accessories related to cellular devices.

2. Urban young professionalsRecently moved past the college student de-mographic, these individuals continue to be active consumers of cellphone accessories.

3. Artist with social media following

Throughout the initial research of our client, Red Dirt Shop, Phog Media discovered certain aspects of the brand that could and should be improved. The first problem important to address is the nar-row demographic that Red Dirt Shop is current-ly reaching. The current target market is geared more towards middle-aged women; it is import-ant that Red Dirt Shop expands their efforts to a wider segmentation of the United States popula-tion. In order to instigate such expansion, Phog Media has determined potential demographics that Red Dirt Shop should consider gearing their marketing efforts towards. Through our research, we have found that there are three main targets that need to be addressed with our campaign:

By targeting these markets, Red Dirt Shop stands to not only expand the demographic that pur-chases their products, but also gather an influx of new artwork that will meet the desires of the aforementioned target demographics, thus creating sustainability.

By developing a more extensive target demo-graphic, we hope to achieve our second goal of increasing the overall national awareness of Red Dirt Shop. As there are countless cellphone ac-cessory companies striving to remain prominent in the mind of the consumer, Red Dirt Shop must establish that they are indeed different. By imple-menting the “Rep your Region” campaign, we will encourage both students and young adults alike to support the work of artists native to their region. Focus group data has provided us with insight that many college students found themselves likely to purchase a certain phone case if someone from the same area designed the artwork. We believe that by targeting highly populated and well known urban cities, it will not only expand brand aware-ness, but also develop interest in goods pertaining to these areas.

Finally, Phog Media has determined that a lack of cohesive brand image restricts the growth of Red Dirt Shop. As the Red Dirt domain name is not cur-rently available, Red Dirt Shop has been used as a close, but ultimately confusing substitute.

Situation Analysis

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In order to alleviate this misconception, Phog Me-dia has determined that utilizing the Red Dirt Shop brand name across all media platforms is the best course of action. In addition, we wish to empha-size Red Dirt Shop as a social impact company. The good nature of the organization must be brought to attention; as we have found that the social im-pact identity makes an important influence in the mind of the consumer. We believe that emphasiz-ing this will not only increase public opinion of the Red Dirt Shop brand image, but also establish a better connection between the consumer and the brand. This campaign includes:

With the potential problems and barriers previous-ly identified, Phog Media believes that the target demographic, brand awareness and brand image will help Red Dirt Shop advance strongly in their market. Phog Media’s campaign has developed goals that aim to contribute to the growth and awareness of Red Dirt Shop. By implementing these ideas, we are confident that Red Dirt Shop will be able to establish themselves as a social im-pact company that gives back to the community in more ways than one.

The consumer will now have a more clear understanding of how their mon-ey is being utilized to fund clean water as well as the story pertaining to the artwork seen on the goods itself.

1. Identifying the brand as “Red Dirt Shop”

This will allow for easier search results across multiple platforms.

2. Emphasize Red Dirt Shopas a social impact company

This will help for a better understand-ing and overall utilization of the tagline: “Goods for Good”.

3. Connect the consumer to the artist

SWOT AnalysisStrengths New products weekly Unique case designs Popular goods Good cause Artists have strong following “Goods for goods” slogan

Weaknesses Little national brand presence Weak social media presence Inconsistent brand image Artists’ stories not emphasized Non-durable case

Opportunities Reach larger demographic Expand brand nationwide Appeal to male audience Valued social impact company Expand goods line

Threats Competition awareness Competition prices Other social impact companies

RESEARCHThe Dirt on Red Dirt

Red Dirt is a Kansas City compa-ny established in April 2013. It is a fashion and accessory company that specializes in collaborating with national and local artists. An important aspect that Red Dirt Shop considers when choosing artists is their social media prescence. A new product is released every Monday, which features a different artist’s work in the form of an iPhone case or occasionally a t-shirt. Red Dirt was spawned from the idea that a person’s cellphone case is their most visible accessory. Therefore, Red Dirt supplies their customers with limited-edition and artist de-signed cases, which offers a unique way to style a cellphone.

Red Dirt Shop is a social impact company that works to improve the water quality for individuals in third world countries. Red Dirt Shop do-nates part of their proceeds to Wa-ter.org, which provides justification for their “goods for good” slogan.

Red Dirt Shop’s mission is to ful-fill the needs of struggling nations across the world by providing ac-cess to clean water. Both Co-Found-ers, Christina Eldridge and Dawn Taylor, have a background in non-profit organizations. They empha-size the importance of helping un-derprivileged nations gain access to the resources needed for survival.

“Our journeys have led us to people who are defined by poverty, disease, war,

loneliness and uncertainty about the future. But we’ve

also witnessed hope, joy, ingenuity and community”.

Red Dirt Shop’s name was in-spired by the red dirt of Africa. Access to clean water allows for a more sustainable and healthy life style.

The community aspect helps pro-mote Red Dirt Shop products. For every iPhone or t-shirt sold, Red Dirt donates five dollars to Water.org. This money generates the ca-pability of funding someone with one year of clean water access. In addition to contributing to Water.org to provide clean water to Afri-ca, Red Dirt educates its customers on the global water crisis, and the economic impact of commerce on developing communities.

Red Dirt puts a rather large em-phasis on the importance of social media exposure. Social media, as well as articles published across the Kansas City metro area, are the sole form of advertising that Red Dirt Shop utilizes currently. They have never incorporated video or radio commercials into advertising plans. Red Dirt Shop does not desire to enter any of the big-box retailers across the United States.

Instead Red Dirt prefers to have a prominent boutique like presence. Right now Red Dirt products can only be purchased from their on-line shop at, Reddirtshop.com.

Red Dirt aims to gather more na-tional exposure and expand from their Kansas City area demo-graphic. Kansas City art is a small representation of the work pro-duced by American artists, and Red Dirt plans to create products that represent many of the large-ly populated cities in the coun-try. By doing such, it is the hope of the organization that their customer base will expand, and allow for a better brand recog-nition. Red Dirt Shop’s products display a design created specifi-cally for Red Dirt Shop. Red Dirt Shop strives to incorporate a va-riety of artists. By doing this Red Dirt can promote up and coming artists as well as market to the artists audience.

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Cell phone case sales trends According to a new study by the NPD Group, mobile phone cases are the most popular consumer electronic accessory. The study is based on surveys of more than 2,200 members of NPD’s online panel, aged 18 and older. Reve-nues from phone cases grew 69 percent over 2013; as well as a 25 percent increase of average price per case. The NPD’s study found that recent mobile phone case buyers cited protection and durability (86 percent) as the top purchase influencers, followed by quality materials (73 percent) and minimal bulkiness (66 percent). Aesthetics and price play a lesser role in the purchasing decision.

Red Dirt Shop consumer trends Red Dirt Shop currently appeals to females between 34 and 45 years old. The majority of current Red Dirt Shop customers are located in and around the Kansas City area, which is the company’s origin. The median household income in the Kansas City area is $78,100, which is higher than the nation-al average of $50,740 (PRIZM). This social group consists of a mix of Americans ranging from old, young, homeowners and renters; including both families and singles. They are normally of middle or up-per class status. Their education includes college, and a lifestyle heavy on leisure and recreation is preferred. These females use social media such as Pinterest, Facebook and Instagram primarily to contact family and for personal interest.

Beyond the Kansas City demo-graphic, Red Dirt Shop has been working to expand their customer network to Colorado and Califor-nia.

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The customers they have reached in these areas are harder to target because there is not a consistent or large following. Red Dirt Shop’s male customer base is also limited.This is due to certain elements of product design and lack of durabil-ity that do not interest the average male. Since they are a new com-pany they also have not extended their customer base to a young-er demographic. Red Dirt Shop has the resources to reach these broadened target audiences, but needs specific guidance.

Red Dirt Shop’s current audience and brand awareness is primari-ly in Kansas City area and few re-side in Colorado and California. Red Dirt Shop gained a following in Kansas City because it is where the Co-founders and Water.org are based. Red Dirt Shop has gained local recognition through media outlets and gained most of their popularity through word of mouth marketing.

Less than half of recent case buy-ers consider the previous two at-tributes important. Nearly half of all consumers who bought their phones in store attached an ac-cessory at the time of purchase. Even so, many mobile phone re-tailers are missing out on a signif-icant amount of accessory reve-nue that eventually takes place after a consumer leaves the store or website with their newly pur-chased phone. The consumer’s focus on lower prices and wide product assortment means online retailers like Amazon and eBay are emerging as leading choices for aftermarket accessory purchases.

Red Dirt Shop presence Meet the competiton

Words associated with Red Dirt Shop

SOCIAL MEDIA Facebook likes: 1,895Twitter followers: 1,033Instagram followers: 584Pinterest followers: 143

The tags “Red Dirt Shop” and “reddirtshop” appear most on Mondays; when the company releases and promotes their new weekly case design (Radian6).

Direct competitors for Red Dirt Shop are based off of companies that provide phone cases and goods designed by artists. These also include phone case

companies that have a online shop or in store.

Campaigns:

Artist interviewsArtist CollaborationsFree world shipping

Social Media:

Facebook likes:200,438Twitter followers: 43,600Pinterest followers:7,124

Campaigns:

InterviewsSweepstakesCollections

Social Media:

Facebook likes:143,821Twitter followers: 29,100Pinterest followers: 0

Campaigns:

CollectionsCustom casesCollegiate case collection

Social Media:

Facebook likes: 913,484Twitter followers: 38,900Pinterest followers:2,753

SOCIETY 6

REDBUBBLE

CASE-MATE

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FOcus GroupsIn order to obtain a full understanding of Red Dirt Shop’s brand image and public perspectives the class conducted and analyzed a series of focus groups that provided us with an abundance of feedback. The sessions were held either on the University of Kansas’ campus or via Google Hang-out. Each focus group had five to ten participants ranging from 20 to 30 years old. Some focus groups had a variety of demographics; while other focus groups were more fo-cused on a fixed criteria like sex, age or education level. Participants included college students at the University of Kansas, Colorado Universities and young professionals.

MethodsIn the focus group we discussed objective questions about the participants social media and general shopping hab-its; specifically, when it came to purchasing phone cases. The participants were shown images of Red Dirt Shop cases before they were informed about the company. After discussing the designs, the participants were edu-cated about social impact companies and shown a news broadcast, which focused on the donations that Red Dirt Shop had contributed to Water.org at that time.Once the particpants were better familiarized with Red Dirt Shop’s products and operations the participants were asked what other products they would purchase from Red Dirt Shop. Participants were asked to share their opinions on both the artists and product itself. The conversation fo-cused on Red Dirt Shop and social impact companies, in-cluding other similar charities that they are familiar with and/or contribute to.

In the focus group we discussed the social media habits and outlets our participants most frequently uti-lize. The social media outlets most commonly discussed were Twitter, Reddit, Instagram and BuzzFeed. Participants did not feel as though Facebook was a good means of com-munication between consumer and customer. In all the male focus groups the participants agreed that social media advertisements insite nega-tive feelings towards the company.

Participants were familiar with Red Dirt Shop’s competitors. When shop-ping for iPhone cases participants em-phasized the importance of sleekness, protection, durability, functionality and size. Overall, men tended to pri-oritize protection, material used and functionality of the phone case more than the products price or appear-ance. A frequently mentioned detail was whether or not a phone case cov-ers the frontal edges of the phone to extend protection to the screen itself. When purchasing a phone case, partic-ipants are willing to spend more mon-ey for functionality and protection.

Findings & Analysis MEDIA USE

PURCHASING HABITS

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When asked about social media use, participants prefer to learn about companies that are promot-ed by friends rather than sponsored media. Pinterest was mentioned as a site used to more subtly pro-mote trending products, by linking to the companies website. Many participants agreed they tended to follow local companies in order to support local businesses. Partici-pants also preferred businesses to contact them via email rather than any other social media platform.

The majority of participants report-ed that they used online market-places such as Amazon and eBay for more competitive pricing. A majori-ty said they would not spend more than $20 on a phone case unless it has functionality features. Females tended to show more of an interest in brand names. Although males did not seem to prioritize design over function, appearance was still an important feature they took intocon-sideration. Males stated that they gravitated more towards designs that represent sports or interests.

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MethodsIn February, Phog Media, along with the competing five agencies con-ducted an online survey through the online prgram, Qualtrics. We con-structed the survey with a series of 30 questions regarding social media outlets, habits in obtaining new information, phone case use and Red Dirt Shop’s brand image. The questions ranged from general demo-graphic inquires such as gender and education level to specific ques-tions like what leads participants to follow a company on social media. The survey allowed us to ask a variety of types of questions such as nominal, ordinal and interval. The survey received 611 responses total.

Since one of our reccommended target audiences for Red Dirt Shop is young adults in college, we used nonprobability sampling by adver-tising through social media networks and targeting those respondents who follow us on social media. A majority of the members from each of the agencies posted a link to the survey via Twitter, Facebook and email, which allowed for a larger spectrum demographically. The re-spondents came from a variety of universities, however, 64.8 percent of them were from The University of Kansas. Therefore this survey was representative of a semi-broad, student-based population.

31.4 %male

67.8 %female

Demographics

Survey findings

73.3% 41.3% 41.3%

SURVEY ResearchSOCIAL MEDIA USE

Out of 611 respondents, we determined 70.8 percent gather their news and infor-mation through the use of social media.

Preferred media

1. 2. 3.

Contests

News Articles Online Videos

Engaging content

38.1%19.5%

15%

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How participants hear about new products

Key Findings

More than half of the respondents were more likely to purchase a phone case after knowing the story behind it.

94% of participants own a smartphone.

Most participants purchase their phone cases online.

Only 21% of people have heard of Red Dirt Shop before.

The most important feature re-spondents looked for in a phone case was durability.

The main reason people change their phone case is because their old ones broke.

48% of participantsliked the water drop t-shirt design.

70% percent of individuals who took our survey said that they follow companies on social media.

1.

2.8.

7.

6.

5.

4.

3.

COMPANY INTERACTION

Preferred media to contact companies & organizations.

61.4 % 30.4 % Email Social Media

Goals & Objectives

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Extend to college demographic Increase national awareness More cohesive brand image

Red Dirt UA new line of college cases designed by student artists.

Rep Your RegionA new line of cases depicting

various regions.

Impementing four objectives and tactics around

digital media.

● Increases student artists awareness and involvement.

● Extends national brand awareness.

● Establish relationships between Red Dirt Shop and a younger demographic.

● Creates more targeted goods.

● Reach the male population through utilization of the college demographic.

● Create more traffic on various social media platforms.

1 2 3

Phog Media focuses on three main goals in our strategic campaign for Red Dirt Shop. The first goal extends the college student demographic. The second goal increases national awareness and the final goal creates a more cohesive brand image. These goals were created based on Red Dirt Shop’s need for a more focused brand identity. Phog Media believes that these goals are achiev-able and will effectively increase overall brand awareness of Red Dirt Shop.

● Increases awareness nationwide of Red Dirt Shop.

● “Call to action” for artists to apply contract with Red Dirt Shop.

● Promotional video providing footage of consumers “spreading their dirt”.

● Creates consumer involvement through social media campaign.

● Increase social media traffic.

● Creates a more cohesive Brand.

● Emphasizes Red Dirt Shop as a social impact company.

● Creates a connection between artist and customer.

the TARGET

This is the millennial generation who prefers to communicatethrough texting rather than in person. Nev-er without their cell phones, college students are always on the go and want quick information along with social media at their fingertips. This demographic loves to spend money on discretionary items, and a percentage of them have money to spend on things like clothes, elec-tronics and travel. With 19.9 million students enrolled in college in the year 2013, there is a lot of potential to gain new loyal customers who

are looking to keep up with the latest trends.

This group is more specific in finding college art students and adult art-ists. The college student segment would be willing to submit their work in hopes of a resume booster, money incentive or bragging rights. The idea of giving back through the social impact company could also be an important aspect to them. The other segment within this de-mographic is artists that have great local pride and would want to rep their regions through their work. Both of these groups would hope-fully have a strong social media presence and following, however,

that is not necessary.

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The age group for this demograph-ic is young adults between their early twenties and late thirties. Members of this group follow tech-nology trends and keep up with companies that produce cell phone accessories. This demographic also finds benefit in supporting social impact companies. Young profes-sionals find pride in the city or re-gion that they work in, as well as their hometowns. They find inter-est in giving back to their commu-

nities and support local artists.

2 31College students Urban young professionals Artist

The Campaign

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How we “Spread Your Dirt”

Finally, we chose to spread your “Dirt” because it ties the whole campaign together. Red Dirt Shop chose their name because they are a social impact company that gives proceeds to Water.org for clean water in Africa. The third objective in our campaign is to strengthen a cohesive brand image for Red Dirt Shop. Each part of the Red Dirt Shop prod-uct tells a story. Starting with the artist who creates the case design, to the bags handmade in Uganda that the purchased case is shipped in and finishing with the people that the Wa-

ter.org donations benefit.

We chose the word “Spread” to give a visual of the Red Dirt Shop brand spreading all over the country. Phog Media plans to implement the spreading of Red Dirt Shop through the Red Dirt U and Rep Your Region campaigns. These cam-paigns plan to get people involved from all over the country

through universities and urban areas.

The concept of spreading “Your” dirt gives the targeted audience a sense of belonging with the brand. Our research shows that people respond to things that they can actively par-ticipate in. Both of our campaigns have interactive elements to them that not only advertise the Red Dirt Shop brand, but also

get consumers to take part in the company.

The objective behind Phog Media’s strategic campaign is to increase national brand awareness of Red Dirt Shop. Through-out our research we have developed a theme that will reach the targeted demographics and relay the message that we think is crucial to express. For this purpose, Phog Media has chosen to use the theme Spread Your Dirt as the overarching

concept behind our campaign.

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Extend to college demographic 1


Spread Your Dirt to college campuses by visually implementing a contest asking student artists to create designs for a new line of phone cases.

It is vital that Red Dirt Shop’s brand familiarizes itself with a college age demographic. In order to ensure Red Dirt Shop reaches college campuses we recommend Red Dirt Shop implements a contest on six campuses throughout a nine month period.

Design provided by Kristina Bjornson, a student at Tulane University.

Benefits

• Attract more social media following.• Artists will present artwork that is

relevant to the university or college they attend. This will allow for male demographics to gravitate towards purchasing these phone products.

• Increased student artist awareness of the brand.

• Cases display relatable images to gain a stronger and steady consumer.

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OBJECTIVE 1

Tactic 1: Rules Tactic 2: Hire an intern

How to hireWe recommend recruiting one intern for the Red Dirt U campaign from the Uni-versity of Kansas. One of the main rea-sons we recommend reaching out first to the University of Kansas for an intern is because of the manageable location. The short distance between your location and Lawrence allows for an easier inter-view process as well as a more attainable way to stay in communication with the future employee. The best way to recruit an intern will be to contact the KU Career Center and inform them of the position. Provide them with specific dates, tasks and salary.

Phog Media envisions the intern to begin working mid August 2014 through May 1, 2015. However, they will not need to work during the month of December, as the campaign will not be in session. This will be an online internship where the em-ployee is required to complete 10 hours of work a week and will be paid a salary of $8 an hour. A breakdown of the internship tasks are described below.

· Send informational emails and letters to desig-nated departments at selected universities one month prior to the launch of the campaign.· Stay in constant communication with univer-sities to make sure they are posting about the event on social media.· In charge of the Red Dirt U question box locat-ed on the Red Dirt U tab on the webpage. They are responsible for answering any questions and comments in a timely manner.· Mail flyers to designated departments within the university requesting the public display of this material.· Responsible for making sure the universities are posting information about the event via so-cial media.· Update the Red Dirt Shop social media outlets according to the university the company is cur-rently implementing the campaign at.· Collect all of the artwork (from the website) that students have submitted, and post on the Facebook page on the corresponding date.· Responsible for promoting the new product through social meida approximately 2 weeks af-ter the winner is chosen.· Send out an informational email to students at the university informing them of the winning case that is for sale.20


• Three weeks prior to competi-tion start date universities are contacted about this upcoming event (see media strategy)• Implemented by hired intern

specific to campaign. • First day of the month marks

start of contest.

• Artwork cannot include: • Licensing with university

brands and logos.

• Artist must submit to designated submission page on the Red Dirt Shop website three weeks after the competition start date.

• Artist must promote contest via social media (see media strate-gy).

• How you win? • The artwork with the most

likes will win and be turned into a phone case available to purchase online.

• Incentive: Artist must be in-formed of possible contract if they win the contest.• Resume booster• $250 prize


MEDIA STRATEGYTactic 1: Contact art departments at universities

University art department will be notified about the contest and provided the flyer and information needed to implement and promote the contest.

Tactic 3: Send news release explaining contest and rules with flyer attatched

A news release expressing the contest rules and “call-to-action” that will be sent to university media outlets. For example: University Daily Kansan, KJHK Radio

Tactic 4: Artist contract asking them to promote contest via social media

The winner is chosen by who receives the most “likes” on Facebook(see rules on page 19).

Tactic 2: Post flyer via social media outlets

The multi-purpose flyer will be posted at the university as well as via Face-book, Twitter and Instagram.

We Want You! Why?

To create artwork that represents your university

The most popular artwork turns into a limited edition cell phone case along

with a cash prize.

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University suggestions

We have selected six universities that we rec-ommend implementing the Red Dirt U cam-paign at. The selection of these universities are based upon their urban locations, artistic em-phasis and placement throughout the country.

Tulane University

University of Texas

University of Wisconsin– Madison

University of Kansas

New York University

University of Southern – California

Undergraduates: 19,169Location: Lawrence, Kansas

17 art programs

Undergraduates: 19,401Location: New York City

28 art programs

Undergraduates: 18,316Location: Los Angeles

17 art programs

Undergraduates: 39,955Location: Austin, Texas 22 art programs

Undergraduates: 8,423Location: New Orleans, Louisiana8 art programs

Undergraduates: 30,863Location: Madison, Wisconsin 14 art programs


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Increase national awareness 2


OBJECTIVE 1Spread national brand awareness through the Rep Your Region video and campaign.

Increase national brand awareness through the Rep Your Region campaign. We recommend that the Red Dirt Shop create a line of cases that depict regions throughout the US.

Benefits

• Extends the reach of Red Dirt Shop’s brand by attracting custom-ers with cases depicting culture related to their region.

• Increases social media traffic through digital advertising.

• Time frame is structured around holiday seasons.

• Increases sales because the prod-uct line depicts interests of un-marked demographic.

• Keeps audiences engaged through a weekly release informing them which region they are “repping” next.

• Generates more social media traffic by encouraging consumers to post what region they want to see imple-mented next using #repyourregion.

Design provided by Jessica Lubar, Studied in Texas

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Tactic 1: Artist searchSeek artists in various regions to create designs that depict the particular region that they representProvide sample artwork and contact information to help begin the process as well as Red Dirt Shop goods that already incorporate regions.

Laura Ballard, Age 22, From Rocky Mountain College of Art provided sample of Rep Your Region artwork by depicting Colorado mountain scenary.

Displayed here are phone cases currently sold by Red Dirt Shop that could easily be incorporated in Rep Your Region.

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MEDIA STRATEGY

Tactic 1: Video clip advertisement

A video promoting Red Dirt Shop as a social impact company and creating a “call-to-action” to purchase the regional goods line. Video produced by Phog Media or intern selected.

Tactic 2: Send news release to media outlets and bloggers

News release will contain new goods and video advertisement (news re-lease example on page 37).


Screenshot of Video Clip Advertisement. The video clip films multipe students representing Red Dirt Shop in different regions (Tactic 1).

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Tactic 3: Digital ambassadorWe recommend advertising for this campaign to be execut-ed through more traditional media. To do this, we employ the use of a digital ambassador who is devoted to the PR for the Rep Your Region campaign. Throughout this cam-paign a different geographical region is focused on each week during the eight week period. The phone case design released that week will portray the region selected. Our goal is to bring more brand awareness of the Red Dirt Shop to the targeted demographics within each of the selected regions. We believe the best way to do this is by directly targeting media outlets specific to each individual region. The Rep Your Region digital ambassador would have the job of connecting and communicating with a variety of media outlets within each region or city. Their goal is to spread the word about the Rep Your Region campaign and promote the brand throughout the week.

Role of the digital ambassador This ambassador would begin working on the campaign in No-vember, one month before the start date, and end ***** when the campaign is completed. Below is a list of responsibilities for this individual.

• Contact the following outlets to promote the Rep Your Region campaign:

• Local and student newspapers• College universities within the region • Bloggers, radio stations and local social media accounts • Social Media responsibilities: • Update all social media outlets with Rep Your Region cam-

paign information and promotional video. • Connect with regional outlets on Facebook through use of

tags and wall posts.• Encourage consumers to rep their regions by posting

photos of their cities to the Red Dirt Shop Facebook wall or using the Instagram or Twitter tags.

Working schedule November work a total of 5 hrs a week December - January work 10 hrs a week $8/hr - Total of $880 (13 weeks)

Example region: St. Louis

BlogsSLM Daily Look/Listen SLM BuzzThe Good, The Bad & The Lovely NewspapersSt. Louis Post-Dispatch The University News of Saint Louis University Radio KSLU - St. Louis University radio KMOX - News/talkSocial MediaFacebook: Saint Louis University, St Louis Twitter: @downtownstlouis, @SLU_Official MagazinesALIVE Magazine STL St. Louis Magazine

Region suggestions We have selected eight cities that we recommend implementing the Rep Your Region campaign in. The cities se-lected based on geographic location, population, and art culture.

Seattle, WA pop. 575,719

Portland, ORpop. 534,093

San Francisco, CApop. 777,660

Minneapolis, MNpop. 375,641

Denver, COpop. 561,323

St. Louis, MOpop. 352,572

Boston, MApop. 609,690

Nashville, TNpop. 579,748


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Aug. 18

Sept. 1

Sept. 15

Sept. 22

Sept. 23

Sept. 29

Sept. 30

Oct. 1

Oct. 13

Oct. 17

Oct. 22

Oct. 29

Oct. 30

Send news release to


Campaign begins at KU


Tulane University

All artwork due for KUVoting begins for KU

Voting ends at KU

Winner announced for KU

Campaign begins at

Tulane University

Winning Case for KU

is released


University of Wisconsin-

Madison

All artwork due for

Tulane University

Voting ends for

Tulane University

Winner announced for

Tulane University

Aug. 18Sept. 1

Sept. 15

Dec. 1

Dec. 1

Dec. 8

Dec. 15

Dec. 22

Dec. 29

Jan. 5

Jan. 12

Jan. 19

Jan. 26



Campaign begins at KU


Tulane University

Introduce campaign by post-

ing Rep Yoiur Region video

Release first Rep Your

Region phone case

Release second phone caseRelease third phone case Release fourth phone case Release fifth phone case Release sixth phone case Release seventh phone case Release eighth phone case Release ninth phone case

Timeline

29

More cohesive brand image3


30


OBJECTIVE 1For all tweets regarding information about Spread Your Dirt use the #spreadyourdirt. You should en-courage members to tweet about Red Dirt Shop and their experience purchasing products.

Digital advertising

Tactic 1: Social media specifics

Personality Red Dirt Shop’s social media personality informs, educates, inspires and con-nects with followers from a broadened target audience through development of a voice/personality unique to Red Dirt Shop. All social media platforms tailor only to promotion of products and brand as a social impact company.

Phog Media recommends:• Use “Red Dirt Shop” when speaking on all social media outlets. • Utilize #spreadyourdirt and #repyourregion

Instagram The Instagram will post pictures, logos and promo flyers relevant to the current cam-paigns and new product lines. The images should focus onlys on products, featured artists and campaigns.

Twitter & Facebook The Twitter and Facebook pages will post useful and up to date information on a daily basis. The content will reflect the products, artists and current campaigns. The blog will be promoted by Twitter and Facebook. The posts should be interactive and use hashtags to increase and maintain engagement. Example content includes:• Image of new phone case design with

link to shop. • Picture of new phone case with text

promoting artist story.• Information from “Follow Your Dollar”

emails.• Information regarding donations to

Water.org.

BlogThe blog connects the founders of Red Dirt Shop with their personal audience. Red Dirt Shop’s current blog contains strong content. The content can continue to stray from promotion of products and maintain its emotional appeal. We recommend that out of all the social media platforms the fonuders are only promoted on the blog.

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OBJECTIVE 2Here Phog Media presents sample webpage designs adding attributes that links the brand to the social impact it creates.

Webpage design Tactic 1: New tabs

Tactic 2: Emphasis on social

impact company

Promote campaigns

here


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Connect artist with customer OBJECTIVE 3

In order to emphasize Red Dirt Shop’s incorportation of artists role in company

this creates a personal connection to artist and customers.

Tactic 1: Place a sheet of paper with the artist story in the phone case packaging. (Example on page 39 of book).

Tactic 2: Webpage visual above.


Tactic 3: Artist description

displayed with phone case

When browsing the desired phone case, customers are able to familarize theirselves with the artist by reading a story that reflects the case.

33

OBJECTIVE 4Follow Your Dollar allows customers to recieve updates on Red Dirt Shop’s progress and specif-ics about donations to Water.org. This enables the customer to feel as though their purchase has made an impact, and incline them to want to pur-

chase more Red Dirt Shop goods in the future.

Follow your dollar

Tactic 1: Email campaign

Email campaign blasts through mailchimp.com of Red Dirt Shop’s donation updates.

Mailchimp.com is an email marketing service provider that helps you email the right customers in mass amounts by sending them content they care about. Mailchimp is a fully responsive app that allows you to access mobiling and send up to 12,000 emails to 2,000 subscribers for free.

Goods for GoodWe launched Red Dirt Shop in April of 2013, and in just 8 short months raised enough

money to donate $5000 to Water.org. For us, that was just the beginning. As our compa-ny continues to grow, we plan to donate even more and increase the number of lives we

impact with the gift of clean water.

“Today, nearly one in eight people around the world don’t have access to safe drinking water and nearly twice as many people don’t have a sanitary toilet,” said Nicole Wicken-hauser, Senior Development Director at Water.org. “It’s amazing, but there are actually

more people who have a cell phone than a toilet.”

We believe that choosing products from social impact companies sparks exponential change that individuals couldn’t achieve alone. A portion of each Red Dirt sale is given to help build wells in countries like Ethiopia, India, Haiti and Uganda. Every five cases sold gives one person clean water for life. It’s goods for good and it’s how Red Dirt partners

with YOU to change the world!

Welcome to the Red Dirt family, and thank you for choosing Goods for Good.

34

Recommendations

35

Guerilla Marketing

1Reverse graffiti is an eco-friendly form of advertising that actually cleans the area where the it appears. It relies on two things that Red Dirt Shop is very fa-miliar with, water and dirt. A stencil is made and placed on sidewalks and the sides of buildings. A pressure washer is then used to rinse away the dirt and leave a clean advertisment in its place. Essentially reverse graffiti is the “wash

me” sign of the advertising world.

2Use water drop logo moreThe water drop logo was favored by individuals that took our survey and attended our focus groups. We rec-ommend that Red Dirt Shop includes this logo more often throughout its

social media presence.

3Include Red Dirt Shop

logo on T-shirts

Drop Your Case campaign This campaign is an idea to bring the Red Dirt Shop brand to the consum-er. The campaign would include Red Dirt Shop representatives to be pres-ent at places like university campuses, shopping malls, sporting events, music festivals, and other large spaces that draw large crowds. Drop Your Case would consist of people donating their old phone cases in exchange for a dis-count promo code to purchase a Red Dirt Shop case. This campaign would emphasize Red Dirt Shop as a social impact company and bring brand awareness to a variety of consumers.

4

The Red Dirt Shop logo should be add-ed onto all goods that are sold, in-cluding the t-shirts. In order to avoid depreciating the art, Phog Media rec-ommends that the logo is placed on

the back or a sleeve.

BudgetTactic Pricing

Flyers (Red Dirt U) $258 Total ($0.43 per page, 100 copies per school)

Story Descriptions $0.86 per page (double sided)

Web Designer Current

Graphic Designer Current

Paid Intern - Implement college cases $8/hr - Total of $2,080 (26 weeks)

Rep Your Region digital ambassador $8/hr -Total of $880 (13 weeks)

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Sample News Releases

Departments differ among universities, however can include: Communication Studies, Journalism, Art, Architecture

Dear (name of department head),

We are interested in working with The University of Kansas to implement a student based competition focused on spreading our brand name to your campus.

Red Dirt Shop is a social impact company that actively works to improve the water quality for individuals in third world countries by donating the proceeds of our prod-ucts to Water.org. Our business approach asks the consumer market to work together, and therefore help a cause that could otherwise be ignored.

We are a fashion and accessory company that specialized in collaborating with national and local artists to design our products. We are currently executing a campaign target-ing students on college campuses called Red Dirt U. We want to collaborate with the University of Kansas to implement this campaign to discover a new artist to work with.

What we are asking of you is to help spread the word about this campaign. The cam-paign will start September 1, and run through September 31, 2014. We have provided you with flyers to posted, as well as links to our social media outlets. In trying to build awareness, we are asking for your assistance. Steady posts on your social media outlets about the competition, our company, and opportunity to help make a difference in the world is greatly appreciated. Further information can be found on our website www.reddirtshop.com

We look forward to working with you. I will call you tomorrow to answer any ques-tions you may have.

Thank you, and please feel free to contact me

Competition Coordinator Red Dirt [email protected]

Sample Letter to University

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Artist insert

Side 1

Individuals in Uganda hand-crafted this pouch.

Every five cases sold gives one person clean water for life.

We partner with YOU to change the world.

Thank you! Love, The Red Dirt Family

Side 240

Phone case examplesThe phone cases below have been provided by students from various regions and

universities to present examples of artwork for our campaigns.

Jessica Lubar [email protected]

Kristina Bjornson [email protected]

Laura Ballard [email protected] 41

University contactsTulane University

Public Relations (504) 865-5210 / [email protected]

WTUL New Orleans RadioOffice: (504) 865-5885

www.wtulneworleans.com Art Contact

[email protected]

University of Kansas The University Daily Kansan

[email protected] Newsroom: (785) 766-1491 Advertising: (785) 864-4358

KJHK Radio Main Office: (785) 864-4745

www.kjhk.org Art Contact

[email protected]

New York UniversityVice President for Public Affairs (212) 998-6848 / [email protected]

Public Affairs Officer, Arts(212) 998-6796 / [email protected]

WNYU Radio Promotions Director - Jolie Maya-Altshuler

(212) 988-1675 wnyu.org/contact

Art [email protected]

University of Southern California Daily Trojan(213) 740-5667 / [email protected]@dailytrojan.comKXSC Radio - www.kxsc.org/contact [email protected] Contact [email protected]

University of Texas - Austin The Daily Texan [email protected] [email protected] KVRX Radio [email protected] www.kvrx.org Art Contact (512) 471-3382Directory of development - [email protected]

University of Wisconsin - Madison The Daily Cardinal [email protected]@dailycardinal.comwww.host.madison.com/daily-cardinal/contact/WSUM Radio [email protected] www.wsum.org/contact/ Art Contact [email protected]

42

We W

ant You! W

hy? To create artw

ork that represents your university

The most popular artw

ork turns into a lim

ited edition cell phone case along w

ith a cash prize.

42

Goods for G

oodW

e launched Red Dirt Shop in April of 2013, and in just 8 short months raised enough

money to donate $5000 to W

ater.org. For us, that was just the beginning. As our com

pa-ny continues to grow, w

e plan to donate even more and increase the num

ber of lives we

impact w

ith the gift of clean water.

“Today, nearly one in eight people around the w

orld don’t have access to safe drinking w

ater and nearly twice as m

any people don’t have a sanitary toilet,” said Nicole Wicken-

hauser, Senior Development Director at W

ater.org. “It’s amazing, but there are actually

more people w

ho have a cell phone than a toilet.”

We believe that choosing products from

social impact com

panies sparks exponential change that individuals couldn’t achieve alone. A portion of each Red Dirt sale is given to help build w

ells in countries like Ethiopia, India, Haiti and Uganda. Every five cases sold gives one person clean w

ater for life. It’s goods for good and it’s how Red Dirt partners

with YOU to change the w

orld!

Welcom

e to the Red D

irt family, and thank you for choosing G

oods for Good.

phogM E D I A

Phog Media + Red Dirt

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Transcript of Phog Media + Red Dirt