Our ultimate goal for Glenn Avenue Soap Company is to increase social media following by incorporating our client more into the local community of Columbus and increasing brand loyalty and recognition. We developed three different tactics that incorporate this goal and help accomplish it. Each tactic brings our brand into the community, encourages following, and increases our brand recognition among the audience.
Team Glenn Avenue Soap Company from left — Erin Pogue, Kelsey Miller, Mira Kuhar
One tactic is to create an event out of a partnership with other local businesses. We chose local breweries because we can make the connection between them and the beer soaps we make using their beers. The idea here is to bring our name into other audiences and continue to idea to support local businesses. There is a “sharing” contest on Facebook of the event page that the breweries and us will be posting about. It encourages people to follow us and share the event page as well as including their own part of the post saying why they are excited (modified UGC) and using #SudsForSuds for a chance to win some free drinks at the event. There is also a raffle contest during the event that forces people to visit all the breweries on the crawl to get their tickets fully punched to enter, as well as encourages them to follow us on Facebook because we will be revealing the winners the next day on our account. This furthers our goal to increase social media following.
Another Tactic is an Instagram photo contest that encourages followers to share soap carving photos of summer images. This builds a brand community and encourages interaction with our account. It also encourages the purchase of our own soaps through promotional content with the contest. They must tag our account in the photo as well as using the hashtag #SudsySummer. This helps continue to put our name out to more followers and gets them interested in checking out what we are doing and possibly joining in on the fun.
Our third tactic is on Twitter, which incorporates the Clippers baseball team. Once again, we strive to get our name out there with other local brands, especially names that are bigger than Glenn Avenue’s, which can help bring us up in the community as well. This Twitter campaign is also revolved around followers engaging with our posts to help us reach a greater audience through retweets of our content. This is a tactic targeted at the families of our target consumers because we are revolving the contest around a giveaway of family-pack tickets to a Clippers game. This tactic will increase engagement and further our name within the local Columbus community.
Our campaign time period takes place from April-June because of the idea of warmer weather activities and mindsets that our tactics promote. It is the time that people will be most active and willing to participate in events and can relate to our contests. Through our tactics, we will create a stronger sense of brand loyalty and recognition within the Columbus community and build a long-term relationship with our audience.
Given the assignment of designing a “Brand Personal Ad,” our group was challenged to think critically in personifying the Brother’s Drake Meadery. Therefore, we approached this assignment by creating a dating advertisement. While creating this ad, we considered our brand’s consumer demographics and psychographics that we gathered from prior research. It was also to important to discuss how our group imagined the appearance of Brother’s Drake Meadery.
Pictured on the right is Kyle, the 27-year-old Graphic Designer
We envisioned Brother’s Drake Meadery as a 27-year-old college graduate named Kyle. Kyle is currently establishing himself in his career as a graphic designer for a major advertising agency. Kyle embraces his creativity through art, reading non fiction, and listening to jazz music. Kyle also has a deep passion for his Columbus community and supporting local businesses whenever possible.
Our target consumer group for this ad specifically was a young classy woman between the ages 25 and 30 years old. This young would currently be working to establish herself as a successfully driven business woman. It is important to our brand that this consumer is mature and driven, while also having a passion for supporting local businesses. This consumer would share similar interests to our brand, such as unique art, jazz music, and reading good books.
Creating the brand personal ad of Brother’s Drake Meadery enlightened our group with further exploring the specific consumer group we feel is attracted to our brand. We chose the route of a dating ad because we felt this was the best way to create an emotional relationship between the consumer and brand. This quickfire challenge helped our group understand the importance of incorporating promotional opportunities with local businesses in order to satisfy the appreciation of the Columbus community. It also helped our group by reminding ourselves it is essential to be interactive with our consumer through social media and listening to what they want rather than what we think they need.
Our client is The Scioto Mile, specifically a series of monthly events held over the summer called Movies on the Mile. For this quickfire challenge we were tasked with personification our brand, our consumer, a meetup for our brand and consumer and a personal ad for our client.
We personified our client as a young family returning to Columbus after moving away for a few years, the parents in their late 20s with young children. Our ideal consumer is also a young, local family. We decided on young families because The Scioto Mile and Movies on the Mile are both very family-friendly. The Scioto Mile is only 5 years old, but they took a break for a while and are coming back this summer, so we played on the age of the park when determining the age of the family and the children. We believe a young family would love to meet other young families so the parents can be friends and so their children will be able to make new friends.
For the meet up, we decided to have the families meet on the Scioto Mile for a Movies on the Mile for opening night. The challenge we had for creating the ad was we didn’t want to be too cliche, and we didn’t want to sound too creepy because we wanted to include children. This quickfire challenge will help in campaign planning because we will now be able to keep in mind that our target consumer is the family we will meet up with. See our personal ad below!
The Donate Life Team chose to design a personal ad for a compassionate volunteer and healthcare advocate that seeks a friend to volunteer alongside her. We developed Donate Life into a young, hardworking and friendly female that makes the brand personal to our audience.
“Donna Lyfe” is from Richmond, Virginia because it is the location of Donate Life’s headquarters. Her humanitarian nature shows through the description of herself, as she has two rescue dogs. Her personal qualities echo those of Donate Life’s because she’s passionate about helping others and loves her work. We played on the medical aspect of Donate Life by making her volunteer location a hospital. To mimic the 18 and up requirement for organ donor registration, we made it so that the hospital also required volunteers to be 18 and up.
It was difficult to make Donate Life into a character because of the sensitive nature of its mission. It was also difficult to identify how to casually call out for a friend to contribute to its cause and really form a two-way relationship. These are also reasons why Donate Life may struggle getting its message out in a carefree, friendly way on social media. We found that expressing the pride in volunteer work and helping others while also sharing small, unrelated details about a person or a brand may make the brand more personable and entice a social media user to get involved.
The insights gained from the Quickfire Challenge will help the Donate Life team during our campaign planning because we now know how to step into the shoes of our brand and utilize its defining qualities in ways that attract the consumer.
A mock-up of our brand’s personal ad
For our final Quickfire Challenge, our team was tasked with the challenge of creating a personal ad as if the brand were looking for meetup with its ideal target consumer. When attacking this challenge we sat down and analyzed who we thought our brand was. We know The Boutique Truck to be friendly and very personable to its already existing fanbase. With that in mind we decided our brand would most likely be looking for a friend, especially since the truck is new to the Columbus area. Ultimately, The Boutique Truck prides itself on being unique and trendy, so what better way to gain a new fashion-forward friend than to go on shopping trip around the city? We decided this would showcase the friendly and outgoing personality of the brand, and foster the ideology to always be seeking new trends and new places to shop, which fits both the brand’s and consumer’s values.
There weren’t many challenges our team faced during this challenge in terms of coming up with the idea; however, we had to have a long discussion on where we were going to place the personal ad. We ultimately decided that a general post on Facebook in a Columbus-based fashion page would fit this demographic the best, as well as, seemed the most appropriate given the desired meetup. In addition, we discussed how this location (on a Facebook page) would be the route we would take if we were trying to find a gal pal in the area.
This Quickfire Challenge will improve our team’s campaign planning because it allowed us to dig deeper into understanding the brand, as well as the consumer. By personifying our brand and consumer we had to really look into the personality and behavior, which will in turn help us when developing future campaigns.
Our client, Glenn Avenue Soap Company, values natural and safe ingredients in their products as well as the aspect of supporting local businesses. Because of this, we wanted to create a person who shared those same values.
When deciding what Vanessa Springfield, our brand persona, would be like, we looked to the ideas behind the brand we are supporting. We chose the 32-year old mom because we felt that it was an age that was young enough to try something new, but old enough to consider higher quality products than what you might casually pick up at the convenience store. We wanted it to be a mom because that is generally the type of people our company attracts, since Glenn Avenue offers safe and natural products to use in one’s home. The company was also started by a family, so the value of family is strong. We made her into someone who cares about the environment and wants to help promote a sustainable environment while living a natural life, just like Glenn Avenue shares in their brand story.
Our challenge when creating our brand personal ad was what exactly our brand persona was going to be looking for. Finding a way to incorporate the actual soaps was difficult, so instead we put a twist on it and went for something that was outside the box but still fell in line with the same concept our client’s products represent. We went for the idea of looking for an organic cooking class partner, because the idea behind organic cooking is using simple, safe, and natural ingredients in the process just like the process of creating Glenn Avenue soaps. We chose to look for someone who was in the Grandview Area, the same area the company shop is located in, who wanted to partake in the local community because one of Glenn Avenue’s main goals is to become more incorporated and relevant in the local community.
By turning our brand into an actual person, this Quickfire will help us in our campaign planning because it gives us a personal perspective into our client. We can see the values of our brand and it helps with the primary consumer targeting. It helps us see into the eyes of the consumer as well as realizing some goals for ourselves. Reaching out to the local community will be very important in our campaign because that will be a key part in becoming a locally supported business. It also helps give our brand a more clear voice, which is important when communicating and posting on social media. Having a clear idea will help with consistency, which is key.
Photo borrowed from: https://www.instagram.com/experiencecolumbus/
I am a female entrepreneur living in German Village in Columbus, Ohio. I love having dinner in the city and exploring everything downtown has to offer. I am very outgoing and easy to get along with, and I tend to make new friends wherever I go. I have lived in Ohio practically my whole life, but Columbus stole my heart. I am seeking someone to explore the city with in my free time!
My ideal partner in crime would probably be in their late 20’s or early 30’s who definitely loves adventure! If you’re new to Columbus I would love to show you around the city, or if you’re a seasoned cbus veteran we could get together and check out all the key spots.
My ideal meetup would be catching a baseball game at Huntington Park and lunch somewhere in the Arena District. After that we could check out all the new pubs on high street and wander around downtown. Who’s up for a night on the town?
Our process in designing our personal advertisement
Experience Columbus is our client, however, we are promoting the Certified Tourism Ambassador program it offers. Our team used a lot of information from our Social Media Listening Study assignment to get a feel for, not only what type of person our brand is, but who our best companion looks like. From this study, our team quickly learned that our our brand is a young entrepreneurial professional who holds a strong passion for everything Columbus-related and enjoys making friends easily. We discovered that our companion could be one of two things: a person similar to our brand or an adventurous person who is new to Columbus, but excited to experience new things with someone. The listening study played a huge hand in discovering this information.
The headline was a major challenge our team faced, as we came up with our current headline first, but then spent an hour trying to be more creative. We attempted to reference and spin off of Christopher Columbus, nautical things (Columbus is home to the only replica of the Santa Maria), Columbus sports teams, alliterations, and cheesy pick-up lines. None of these ideas seemed appropriate or clear to a first-time reader as to what the goal of the advertisement is. Finalizing a meet-up location was by-far the easiest part of the assignment, as Columbus has a variety of activities for a companion to want to participate in.
After completing this challenge, our team can now visualize who our brand is and who we are targeting in our campaign. This will allow us to make decisions in our campaign that best attract our target audience and give them an authentic and transparent feel for who Experience Columbus is.
The Glenn Avenue Soap Company group came up with a fun and easy Instagram promotion to insert our brand into a trending topic. Our hope through this campaign is to begin to grow our Instagram following. We believe that we can use this platform to do some fun promotions, contests and customer interactions in the future, but before this can happen, we understand that our following must be bulked up a little first.
Our idea for this campaign is revolved around the simple idea of tagging a friend in an Instagram post. We made a cute graphic that combined the fun feel of basketball/March Madness with pictures of our soaps. Then, in the caption, we instructed our followers to tag a friend they’re watching March Madness with for a chance to win a private soap making session at our store.
We will track engagement in the simplest way: view following and performance before and after. We will track our followers at the beginning and the end, to see if we brought in any new people through this contest. Tracking engagement with the post can be done specifically through looking at the comments and likes that we garnered throughout the contest.
In our opinion, this will be successful because it’s simple. We’re not bombarding people with information, we’re asking our followers to tag their friends, which is a great organic way to bring in followers. Also, it’s so easy to enter this contest that has a great incentive. When things are easy people are more likely to engage, and we think that we are tapping in to this idea perfectly with our campaign.
In conclusion, we truly believe this is an easy, fun way for us to bring in some new followers on Instagram. The ease of this promotion for both us and our followers makes for a positive impact over all, and it is our hope that through all of this we will get some new customers into our store that may not have heard of us before this campaign.
By: Alyssa Das, Emily Peterson, Tyler Prich and Chelsea Williams
Our client is The Scioto Mile and for this March Madness quickfire challenge we have created Madness on the Mile. To go along with and promote The Scioto Mile’s Movies on The Mile we decided to stream the Final Four games of the NCAA basketball tournament on Saturday, April 2nd at our outdoor cinema venue. This venue is perfect for friends and families to come to watch the game, its atmosphere is great for people of all ages, and who doesn’t love to be outside on beautiful spring days?
We will post promotion for the event on all of our social media platforms to get the word out about the event leading up to it. A promotion post can be seen below.
promotion post for #MadnessOTM
For the social media aspect of this campaign we are encouraging followers to post photos of themselves in their March Madness gear with the hashtag #MadnessOTM and tag The Scioto Mile on Facebook, and the posts that show the most spirit will be shared on The Scioto Mile’s Facebook for their 11,000+ fans to see.
a #MadnessOTM post
#MadnessOTM is a good way to get people talking about the event and for fans to engage with us and each other on Facebook. It is an easy way to get user generated content from our fans, which we can share across all of our social media platforms. It is also a great way to get the word out and people talking about our summer Movies on the Mile series.
By Jasmine Grillmeier, Liz Sanz, Shyann Williams
The Boutique Truck is a mobile fashion truck based in Columbus.To promote their party service we propose jumping into the March Madness conversation with a campaign surrounding the idea of being part of a team. You don’t have to play basketball to be part of a team – your team can simply be those who surround and support you. Our campaign will encourage participants to share photos of their “team” using the hashtag #MyTeamIs and state what makes their “team” special. During the campaign we will remind participants that they can get their team together by requesting a party with The Boutique Truck. This campaign will be Instagram specific, as this platform has the biggest following. Engagement will be measured by monitoring the hashtag and asking “How did you hear about this?” as new party requests come in
Why we chose the campaign
Our brand is big on bringing together groups of people to have a good time. To foster this brand value we chose to connect The Boutique Truck to March Madness through the idea of showing love for your personal “team”.
Why it will be successful
This campaign will give friends a chance to bond over our hashtag and show appreciation, which may bring our company to mind for the next time they want to get their “team” together.