Branding Campaign
Patagonia Special Thanks
P
atagonia would like to give a special thanks to our brand management staff.
Rama Dechsakda
Brittney Edwards
Tamara John
Nathan Mitchell
Chastity Spencer
Katie Tullis
Table of Contents
Brief History
Before Patagonia...................................................................................................................................................................... 4
History...................................................................................................................................................................................... 5
Corporate Responsibility.......................................................................................................................................................... 6
Brand Research
Marketing Mix......................................................................................................................................................................... 8
Visual Branding....................................................................................................................................................................... 9
Market Study............................................................................................................................................................................ 11
Survey Results......................................................................................................................................................................... 14
SWOT Analysis....................................................................................................................................................................... 15
Target Market........................................................................................................................................................................... 16
Patagonia-Retail Experience.................................................................................................................................................... 17
Patagonia Store Experience..................................................................................................................................................... 18
Competitive Analysis
Competitive Matrix.................................................................................................................................................................. 21
Competitive Analysis............................................................................................................................................................... 22
Competitive Environment....................................................................................................................................................... 24
Marketing Ideas
Objectives................................................................................................................................................................................ 26
Branding Campaign................................................................................................................................................................. 27
Guerilla Marketing.................................................................................................................................................................. 28
Traditional Marketing............................................................................................................................................................. 36
Events...................................................................................................................................................................................... 40
Touch Points............................................................................................................................................................................ 42
Budget Breakdown
Impressions...............................................................................................................................................................................44
Monthly Flow Chart................................................................................................................................................................. 45
Budget.......................................................................................................................................................................................46
Bibliography..............................................................................................................................................................................48
2
Patagonia’s Background
3
Before Patagonia
Y
von Chouinard, founder of Patagonia, was first introduced
the face of rock formations (Ball, 2009). He responded to this by
to business in the 1950’s. His first business venture started
meeting his first environmental challenge of creating aluminum
off with the production and selling of pitons- a device for rock
chocks. Aluminum chocks were designed so that they could
climbing that would pierce into rocks.
wedge into the cracks of the rock face,
When Chouinard first started creating
and therefore would not damage the rock
pitons, he used recycled material from
formations. This sound decision proved
“Build
the
best
product,
the local junk yard. The pitons were then
to be astonishingly successful in sales and
made and sold out the back of his car for cause no unnecessary harm, for the environment. Chouinard finally
$1.50 a piece (Ball, 2009).
the decision to always “build the
and use business to inspire made
best product, cause no unnecessary harm,
In 1965 Chouinard partnered with Tom
and implement solutions to and use business to inspire and implement
Frost to start Chouinard Equipment, a
solutions to the environmental crisis” (Ball,
the
environmental
crisis.”
business that “redesigned and improved
2009).
-Yvon Chouinard Founder of Patagonia
almost every piece of climbing
equipment” (Ball, 2009).
Chouinard made the decision to switch
to the clothing business in 1972 when
By 1970, Chouinard Equipment had become the largest producer he realized that there wasn’t an active wear line for men. Upon
of climbing equipment in the U.S. However, Chouinard began
ordering active wear from the U.K. to sell in the United States,
to realize the damage that his pitons were creating by disfiguring an unexpected market craze was struck.
4
History
T
he craze for active wear clothing became such a craze in
the United States, that Chouinard realized he had to come
up with a new name for the company.
It then became evident to Chouinard that the first phrase to
Patagonia’s mission statement became crucial “Build the
best product,” (Ball, 2009). Therefore, the inherited a code of
standards to decide if a Patagonia item was fit to be sold (Ball,
The name derives from the southernmost point in South
2009).
America (Ball, 2009). The name
Patagonia continued to grow,
was also chosen based on “romantic
performing better ethical decisions as
“Romantic
visions
of
glaciers
visions of glaciers tumbling into fjords,
they continue to expand. For example,
jagged windswept peaks, gauchos and
tumbling into fjords, jagged in 1991 the company began to do an
condors” (Patagonia, 2011).
“environmental analysis of the fibers
windswept peaks, gauchos, it used,” (Ball 2009). This later gave
However, Chouinard learned quickly
the company the decision to switch to
and condors.”
that a retail business was far different
100 percent organic cotton in 1996.
-Yvon Chouinard talking about where the
than a hiking equipment business.
Finally expanding this research, the
name Patagonia dwells from.
The first product that was actually
company formulated their “Footprint
produced by Patagonia nearly caused
Chronicles,” to analyze the origin of
the company to go out of business because the product was late where all their product line came from, in 2007 (Ball, 2009).
and because the quality was low (Ball, 2009).
5
Corporate Responsibility
A
ll over the world, various brands are using sweatshops to create their
apparel. This includes, “interminable workweeks, sub-minimum
wages, no overtime pay, unsafe work conditions and even child labor”
(Patagonia, n.d.). This is ultimately due to “low-price products, greed or
malfeasance.”
According to Patagonia website, Patagonia is a $340 million a year
company that designs, develops and markets clothing. It develops
clothing for “outdoor sports, travel and everyday wear.” Patagonia
prides itself on its ability to design quality products while being
environmentally conscious through it’s mission statement.
Patagonia has made it a mission to use environmentally safe material
such as “organic cotton, recycled and recyclable polyester, and hemp”
(Patagonia, n.d.). According to Patagonia.com, they have given over
$40 million to grassroots environmental organizations. They have made
it their mission to treat their employees with fair pay, flexible work
schedules, and benefits, amongst many other beneficial perks. Patagonia
also only works with companies that share the same values.
To ensure this they began to review their factories back in 1990 to ensure
value work conditions were being conducted. Any factory that even
denied entry was refused work. The only demand was for high quality
largely through social compliance.
In total Patagonia now audits 100 percent of their factories and will
begin auditing raw-material factories beginning in 2011. They have
reduced the number of cut-and-sew factories from 109 to 55. Social
responsibility has become the source of strategy for Patagonia.
“Build the best product, cause no unnecessary harm, and use business to inspire
and implement solutions to the environmental crisis.”
-Yvon Chouinard Founder of Patagonia
6
Brand Research
7
Marketing Mix
Product
Price
Promotion
Place
Positioning
Patagonia creates active wear, everyday wear and travel wear.
Patagonia products are made of high quality material that is built to last decades (Patagonia, 2011).
These items are high in price.
Patagonia prices for active wear and travel wear never goes below $50 and will, on average, be priced over a $300.
Patagonia everyday wear typically ranges from $50-$75. (Patagonia, 2011).
Very little promotion is actually given to the Patagonia brand.
However, when Patagonia is promoted, environmentally conscious behavior is highlighted (Patagonia, 2011).
Patagonia promotes heavily to frequent customers through catalogues and the website.
Patagonia’s products are typically sold on the west coast of the United States.
There is not much of a presence of Patagonia in the Midwest.
Patagonia sells in the United States, Canada, Japan, Europe, Italy, Chile, and Argentina (Patagonia, 2011).
Patagonia is primarily positioned in a place that focuses on environmental awareness and environmental consciousness. Patagonia focuses more on the environmental issue than focusing on the retail business. Patagonia
also asks consumers to buy less in order to reduce waste (Kaplan, 2011).
8
Visual Branding
Neutral earth tones of blue and orange with a black silhouette of the Patagonia mountain chain is highlighted by white letters which
form the brand name. Together these create the Patagonia logo.
Patagonia does not use a lot of outside promotion for their brand. Most promotion comes from the Patagonia website, clothing, or gear. All of the
clothing has the logo on it, usually a small tag or patch sewn on the clothing in an inconspicuous location.
9
Visual Branding
In addition to Patagonia’s logo, Patagonia also uses pictures of beautiful mountain ranges,
people skiing, rock climbing, surfing and participating in other outdoor activities.
10
Visual Branding
T
he layout of the Patagonia website, patagonia.com, is
simple and bold.
Every page contains striking photos of nature and people
participating in extreme sports such as rock climbing and
skiing.
The full Patagonia logo, with the silhouette mountain range,
can only be seen on pictures of the clothing.
Otherwise, Patagonia simply uses the logo to display the
Patagonia name at the top of every web page.
The website primarily uses neutral colors such as tan and
white to help make the photos and products stand out.
11
Visual Branding
I
n addition to the shopping
section of the website,
Patagonia also has extensive
information about all of the
environmental projects being
worked on. Many of these pages
have interactive maps and videos
to help explain the environmental
issues and Patagonia’s
involvement.
Overall, Patagonia places little
emphasis on the logo and instead
chooses to prominently display
the landscapes it is trying to
protect.
12
Market Study
Focus Group
In order to understand Patagonia’s consumers and market, our group used two primary research techniques. The first technique used was a
focus group. Focus group participants were randomly selected. This technique allowed us to get an understanding of environmental issues and
outdoor clothing brands that interested potential customers.
We found that out of our six participants, only one participant had heard of Patagonia and owned a Patagonia product. The only participant to
own a Patagonia product was very satisfied with his purchase. He said that it was well built, lasted him over four years, before it was lost, and
that Patagonia had a great color variety.
All participants said that quality was the most important factor when purchasing a product. We also found that participants valued style and
in some cases, style was valued more than the product’s environmental impact. In addition, the majority of participants preferred brands with
smaller logos because they prefer not to be a free advertisement for a brand.
13
Survey Results
T
he second technique our group used was a survey. Based on the focus group results we were able to write a survey that provided more
specific information about environmental concerns and buying preferences of the consumers. We had 100 participants which gave us a
better understanding of the buying habits of people who purchase outdoor clothing and gear.
78% of survey participants said that environmental
issues concern them.
50% of the participants said they will buy brands specifically because they are environmentally
friendly.
87% of participants said they prefer to buy clothes in store, as well as
45% said they prefer online shopping.
The biggest environmental concerns were water
impact (44%) and recycled materials (58%).
Most survey participants said they participate in outdoor activities a few times a week.
Cost, style and durability were all ranked most important for participants when buying clothing
for outdoor activities.
Most participants occasionally buy shoes, jackets, clothing, gear, and accessories for outdoor
activities.
38% said that social responsibility was somewhat important to them when buying outdoor
clothing.
14
SWOT Results
Analysis
Survey
Strengths
•
•
•
•
•
Durability: Quality development
Eco-friendly business
Products can last a lifetime
Employee loyalty
Philanthropy: Donates 1% of each sale or 10% of pre-tax profits
Weakness
•
•
•
•
Opportunities
•
•
•
•
•
•
•
Growing public concern for environmental issues
Broaden target market demographically as well as globally
Expand worldwide
Recycling programs
Growth of presence of social networking sites
Environmental Internships
Appeal to an online market
Pricing for products are often too high for the secondary market
Not many customer loyalty incentives
Not as fashionable as its competitors
Low regional awareness
Threats
•
•
•
Well known competition (Nike, Adidas, North Face)
Lack of awareness in the new generations
Lack of promotion and advertising
15
Target Market
Survey
Results
Target Market Segmentation
Primary: Patagonia’s primary target market consists of both males and females, ages 25-60 and children ages 12 and younger whose parents most likely
buy Patagonia products. Our target market are middle-to-upper class and typically have an income of $50,000 or higher.
Secondary: Patagonia’s secondary target market is 18-25 year old males and females. Although they may not have the income of the primary
target market, they are very concerned with environmental issues and are still interested in trying to be involved with causes they can support.
Target Market Demographics
Primary: Patagonia’s primary target audience consists of both males and females ages 25-60 and children ages 12 and younger whose parents most likely buy Patagonia products. They are educated and part of the middle to upper class is in Chicago, IL. Consumers can be independent, single, or married.
Secondary: Patagonia’s secondary market will be 18-25 year old males and females. They are pursuing higher education or in the process of graduating
and still rely on their family for support because their income is less than $15,000.
Target Market Psychographics
Primary: Our primary target audience consists of both males and females ages 25-60 and children ages 12 and younger whose parents most likely buy
Patagonia products. These individuals have a love for the outdoors. They prioritize conserving the Earth and its limited resources.
Secondary: Our secondary market will be 18-25 year old males and females. They are concerned with being green, they love the outdoors and want to
make sure that it is there for future generations.
16
13
Patagonia - Retail Experience
Walking into Hooper’s in downtown Paducah, Kentucky, one cannot help but
be taken aback by the number of brands advertised. Columbia and North Face
overwhelms the view. It takes nearly five minutes to locate any Patagonia clothing.
None of the Patagonia racks have logos or signs on them. Only the tags on the
clothing let the customer know it is a Patagonia product.
There is a display set up of a Patagonia fleece with an artificial tree in front of a
mirror, but once again no signage for Patagonia. Only in two locations of the store
were there Patagonia signs.
17
14
Patagonia - Retail Experience
On the shoe rack, the amount of shelf space devoted to the Patagonia brand was
minute compared to other brands. Hooper’s only carried two models of shoes.
Only one Patagonia sign was visible from a distance, although it was tucked into a back corner. It
was a rack of thermal base layers, both tops and bottoms, that stood about five feet high. The brand
name was roughly 6 in x 20 in and was not accompanied by its iconic mountain range.
The lack of attention to the Patagonia brand name illustrates that in store advertising is not a current priority for Patagonia.
18
Patagonia Store Experience
Patagonia
Patagonia’s retail environment consists of different textures of wood and various
shades of tans and browns throughout the store. The consumer gets the sense of the
great outdoors from the smell of wood and pine.
Clothing is folded neatly on wooded tables as more of Patagonia’s clothing
and accessories line the tan walls with signs explaining the carbon footprint
of the items and the benefits of restoring resources from the Earth. With
photos lining the walls from the adventures of skiing, hiking, and climbing
the great outdoors, consumers are receiving the ultimate experience of
feeling comfortable while shopping in an eco-friendly environment.
19
14
Patagonia Store Experience
Photo Retail Display
20
Competitive Analysis
21
Competitive Matrix
T
his competitive analysis/matrix explains Patagonia’s competition from the dynamics of their company: logo’s, mission statement’s, target audience, product’s,
product pricing’s, and histories. These competitors were determined from the surveying of 100 individuals about brands they wore most often. Comparing
competitive companies with Patagonia, provides the opportunity to better the overall company structure and direct consumer initiative with audience demographics,
prices, and products to better the consumer experience with Patagonia.
Brand/Logo
CSR
Patagonia is promoting fair labor practices and
safe working conditions throughout Patagonia’s
supply chain as well as their environmentalism
to positively impact the world.
Mountain Hardwear strives to embody a
greener workplace, as well as continuing their
sustainable clean carbon footprint with use of
organic cotton, wool, and hemp.
North Face prides themselves on their
product innovation, community engagement,
greenhouse gas reduction and waste
elimination.
Mission
Target
Build the best product, cause no unnecessary
harm, use business to inspire and implement
solutions to the environmental crisis.
25-54
To build the world’s most technologically advanced
25-54
products to enable those people who seek out
challenge as a way to progress their own potential in
life
Never stop exploring
Columbia is committed to building a company
of which we can all be proud of the innovative
products they create and the financial results
they achieve giving back to communities, and
reducing our environmental impact.
Making the outdoors more enjoyable for everyone,
and getting more people out the door
Committed to protecting and preserving
the recreation lands by focusing on making
products, manufacturing processes, supply
chain, facilities and marketing materials more
sustainable and less impactful.
To help climbers in the never-ending quest to
redefine what’s possible
20-45
25-54
Product
Pricing
History
Chouinard Equipment started when Yvon
Clothes for climbing – as well as for
$10.50- Chouinard became a climber and started
skiing, snowboarding, surfing, fly fishing,
599.00 producing his own pitons. In the 1970s the
paddling and trail running.
clothing was named Patagonia.
High performance men, women, and
kids clothing. Jackets, tents, sleeping
bags, backpacks, equipment, gear, and
accessories.
High-performance outerwear, skiwear,
sleeping bags, packs and tents. An
extensive line of performance apparel,
equipment, and footwear.
Founded by a group of passionate people,
$20.00- who on a shoe-string, believed anything is
4,900 possible, and that anything worth pursuing in
life required challenge.
$10.005,000
Sportswear, rugged footwear, accessories, $7.00and outerwear. Including snowboarding, 450.00
golf, hunting, and fishing.
Founded in 1966 by two hiking enthusiasts
resolved to follow their passions and
founded a small mountaineering retail
store.
Founded by German nationals in 1938 as
a small hat company upon their arrival
in Portland and named it Columbia Hat
Company, named Columbia Sportswear
company in 1960.
Began in 1957 and has grown into a global
High performance men, women, and kids
$15.95- company with offices on three continents, that
clothing. Jackets, tents, sleeping bags,
stands for the spirit of the sports we live, their
25-54
849.00
values and goals, past, present and future.
backpacks, equipment, gear, and accessories.
22
Competitive Matrix
Brand/Logo
CSR
Nike is integrating sustainability
principles and practices into everything
they do from design to developing
sustainable materials, rethinking
processes, and advocating for change in
industry.
Mission
To bring inspiration
and innovation to every
athlete in the world
Target
Product
Pricing
History
Created in 1964 by Philip
Nike manufactures shoes for
Knight and Bill Bowerman.
running, basketball, soccer,
18-40 and American football. They $4.97- Nike became the name of the
400.00 company in 1978, meaning
also sell exercise clothing,
Greek goddess of victory.
backpacks, and gym bags.
Adidas was founded in 1924 in
Adidas strives to be a sustainable
Footwear, sportswear, sports
To
be
the
global
leader
in
the
Germany by two bothers Adi
company, recognizes its responsibilities
equipment,
toiletries,
bags,
$7.00sporting
goods
industry,
with
sports
and
Rudolf Dassler. The comtowards the environment, communities/
18-40
shirts, watches, eye wear, and 350.00 pany was first named Dassler
programs their employees and the people brands built on a passion for sports
other sports and clothingshoes and later became Adidas.
and a sporting lifestyle
who make their products.
related goods.
Began as a Boston-based
Demonstrating responsible
Their global responsible leadership
arch
support company in the
Footwear, sportswear, sports $10.99movement is based on the company and leadership, we build global brands 18-40
early 1900’s, developed into a
equipment,accessories, ap- 264.00
their associates giving back, moving the
that athletes are proud to wear,
specialized shoe manufacturer
parel, and collections.
environment forward, and encouraging associates are proud to create and
in the 1970’s, and has grown
people to act as catalysts and coaches
to become a leading global
communities are proud to host
athletic products company.
23
Competitive Environment
Columbia Sports Wear
Columbia Sportswear store has a very ice cold feel the moment the consumer walks in. The color scheme of light
blues with a mixture of greys and silvers presents the feeling of needing to try-on and buy their products, which are
made to sustain cold weather. The layout of the store is very open. The openness of the store makes it appear empty
and conveys voice echoes similar to what someone would experience in a grand outdoor wilderness settings. The store
pictured is conveniently placed on Michigan Ave. in downtown Chicago, across the street from competitor, The North
Face. This decision of placing Columbia Sportwear may have not been the best idea as the store appeared to be very
empty and only filled with workers that immediately bombard the consumer with questions. Pricing of items in the
store are reasonable but the all together feel of the store is cold and empty
The North Face
The North Face Store pictured to the left is a very stylish, clean, and crisp environment for the consumer.
This may be because it’s located in one of the most high trafficked areas in downtown Chicago, The John
Hancock building. From the moment of walking through the doors the consumers are engulfed with The
North Face clothing and mannequins demonstrating what the product is best suitable for. Filled with
adventure, the store has plenty of demonstrations and props like robes, skis, and photos hanging from walls
and ceilings. Jam packed with consumers, and cluttered with clothes, equipment and accessories, the store
was barely navigable. Colors are warm and inviting with reds, blues, tans, and black. The feel is very upscale
and products are a bit pricey. Long lines filled the store as consumers enjoyed the advice from sales associates
about the brand that has become one of the most commercialized and fashionable.
Pricing of items in the store are reasonable but the all together feel of the store is cold and empty.
24
Marketing Ideas
25
21
Objectives
Communication Objectives
Our communication goal is to increase Patagonia’s brand awareness. After surveying 100 potential consumers, 42% had heard of Patagonia. Of the
potential consumers surveyed, 20 % owned a Patagonia product. Of that 20%, 71% heard of Patagonia by word of mouth, 33% percent heard of Patagonia in store and 24% heard of Patagonia in a magazine.
Media Objectives
Our media objective will target our primary target demographic of
males and females, age 25-60. Our media objective will also target our
secondary target market of males and females, 18-25 years old.
Our goal is to increase brand awareness by 40% in our region.
Our media plan incorporates traditional and non-traditional mediums in
order to reach potential customers. We aim to use the traditional medium
of radio. 63% of Patagonia’s potential customers prefer listening to rap/
hip-hop, 50% prefer pop, and 47% prefer classic rock on the radio. We
will run short advertisements on Chicago stations known for these types
of music.
Finally, 90% of Patagonia’s potential customers enjoy attending outdoor
activities with 91% attending concerts, 70% attending carnivals, and
58% attending art fairs. Because 91% of our potential customers enjoy
attending outdoor activities, we will host a variety of outdoor activities
to reach them. These events include beach yoga, a flash mob, and other
outdoor events. In order to inform customers of Patagonia’s numerous
environmentally conscious programs, each event will incorporate a
program.
We found that 82% of Patagonia’s potential customers used a
personal car as their primary mode of transportation. We aim to use
the non-traditional medium of billboard advertisements to reach
potential customers who prefer personal cars as their primary mode of
transportation.
26
Branding Campaign
You. Nature. Patagonia.
T
he Patagonia branding campaign will bring nature and Chicagoans closer together. For this
campaign, Patagonia will reach our primary and secondary target markets within the Chicagoland
area. Starting January 2012 through December 2012, this campaign will bring awareness to the
importance of living sustainably, protecting our environment, and the overall fun of living “Green,”
while re-enforcing the Patagonia brand. Patagonia plans on doing this by continuing to be as
environmentally conscious as possible while still maintaining our slogan and goal in mind.
27
Guerrilla Marketing -
Images of Nature
P
atagonia will hire a chalk painter for three days a given fiscal period to paint realistic nature images onto the ground. This project would take
place approximately three times within the year. These images would be placed outside the Patagonia store and be accompanied with Patagonia’s
logo.
Nature Concept: Were bringing a natural scene to the people of Chicago to stay inline with our You. Nature. Patagonia. Slogan.
Eco-friendly Concept: Instead of producing wasteful images on paper, we’re producing images which will attract the attention of even more people.
May
Image of the drawings.
July
September
Items
Chalk Artist
Artist Supplies
$500
$200
Total Cost $700
$700 x 3 times = $2100
28
Guerrilla Marketing -
Watch Out for Hikers
P
atagonia’s cross walk recognition would consist of a simple transformation of street signs in which employees of Patagonia would go around and
place stickers over certain sections of the cross walk signs.
Nature Concept: A few signs to make Chicago feel as if they’re “hiking” the streets of Chicago.
Eco-friendly Concept: Producing adhesive stickers at signs will leave a far less carbon footprint than a monthly ad.
Sticker Sheet
Image of the drawings.
Before
After
Before
Items
Cost
After
106 sticker sheets
$863
106 sticker sheets
$863
Total $1726
29
Guerrilla Marketing -
Power washing the Message
P
atagonia condones sending their message through any clean means possible. This concept entails communicating that message with a stencil to
place over a wall, followed by a power wash cleaning. The stencil would then be removed to show Patagonia’s You. Nature. Patagonia’s slogan.
Nature Concept: Background scenery to bring about an image of nature to Chicago.
Eco-friendly Concept: A cleaned surface with as little water as possible says nothing but eco-friendly.
Final picture results
Cost of items
Stencil Price -10ft x 10ft print
$506
Power washing - 15ft x 15ft spot
$250
Total Price: $756
30
Guerrilla Marketing Footprints
C
halk footprints will be stenciled all over the city of Chicago. The stencils will be made out of cardboard boxes from the Patagonia store and the
footprints can be stenciled almost year round by store employees.
Nature Concept: Hiking foot prints scattered around the city will remind people to think about nature.
Eco-friendly Concept: By using chalk instead of paper Patagonia is able to effectively advertise all over the city without harming the environment.
Final picture results
Items
Workers will be
allowed to draw
foot prints while on
the clock.
Chalk Buckets 52 count chalk
Cost
$0.00
$30.00
Total Price: $30.00
31
Guerrilla Marketing -
Human Mannequins
H
uman mannequins - these Patagonia wearing idols will be standing around with coupons fanned out in their hands. Once one person walks up
and takes one coupon, the mannequin will move their hands into their pockets to reveal more coupons to Patagonia.
Nature Concept: Reminding people of the environmental changes by showing them how warm they can be in the great outdoors.
Eco-friendly Concept: Individuals walking around to show the clothing not only brings awareness, but leaves no carbon footprint.
Final picture results
Items
Food & Beverage Gift Cards:
Breakfast Gift Cards - $5 to McDonald’s x8
Lunch Gift Cards - $5 to Subway x 8
Water - 24 pack
Coupons
Workers will be paid in accordance to normal
work pay.
Cost
$40.00
$40.00
$2.99
$0
Total Price: $82.99
32
Guerrilla Marketing -
Cardboard Structure
T
he form and aesthetics are inspired by natural habitats – cocoons, bee hives, spiders nests and weaver birds nests. The ceiling assumes the appearance of a shelter; snug and cave like, all made cardboard boxes with Patagonia’s name on it.
Nature Concept: Patagonia wants to bring awareness to Chicago by creating unity with art.
Eco-friendly Concept: The fixture was created with recyclable cardboard and will be recycled after its use.
Final picture results
Items
Recycled cardboard from Patagonia factory
Box Cutters from the supply room
Tinwater proof motion censor lights
Epoxy
Cost
$0.00
$0.00
$66.13
$100.00
Total Price: $0.00
33
Guerrilla Marketing -
Take a Ride on the “GREEN” Side
G
iven that Chicago is the 3rd largest city in America, it depends on its mass transportation system to accommodate a majority of its citizens. Using recycled paper, Patagonia chose to advertise on the CTA bus siding since so many of Chicagoans ride the CTA.
Nature Concept:Patagonia is making sure we can bring nature to you.
Eco-friendly Concept: Patagonia condones the smallest carbon foot print possible. Therefore, it only seems right to support a mass transportation
system.
Bus Siding
Final picture results
Locations
124 Navy Pier
12 Roosevelt
128 Soldier Field Express
125 Water Tower Express
33 Magnificent Mile Express
72 North Ave.
121 Union Wacker Express
Cost
$500 with 14 buses
Total Price: $7,000
34
Guerrilla Marketing -
Take a Ride on the “GREEN” Side
T
o promote a more eco-friendly way of producing mass transit seating, Patagonia has created recycled wooden surfboard seats on random rail L’s
in Chicago.
Nature Concept: Patagonia is making sure we can bring nature to you.
Eco-friendly Concept: Patagonia condones the smallest carbon foot print possible. Therefore, it only seems right to support a mass transportation
system.
Train Triad Billboards
Final picture results
Train Special Seating Ad
Final picture results
Locations & Stops
Cost
Items
Cost
Red Line 12th & Roosevelt
Red, Blue, Purple, Orange, Pink, Brown Lines
State & Van Buren Harold Washington Library
Blue Line O’Hare
$700 with
Orange Line Midway Airport
5 traids
Purple, Orange, Pink, Green Lines Madison & Wabash Total Price: $3,500
Train Lines: Orange (x2) Brown (x2)
Purple (x2) Red (x2) Pink (x2)
Green (x2) Yellow (x2)
$400 per month
Total Price: $6,400
35
Traditional Marketing -
Chicago Race Sponsorship
T
o help get the word out about Patagonia, Patagonia will be sponsoring some local Chicago Races.
Nature Concept: Patagonia wants you to be active and healthy.
Eco-friendly Concept: Patagonia will recycle all rubbish after the race.
Race List
Date
Sponsored Amount
Bank of America
Chicago Marathon
Sunday, October 7th, 2012
Total Price: $10,615.44
36
Traditional Marketing Radio Spots
T
he (2011)average rate for a: 60 second commercial in Chicago was $456. Therefore, :30 second commercial
will be $228.
We will run 6 spots a week for 4 weeks. 3 spots will be run on each of 2 radio stations in Chicago during rush
hour traffic. The total price for these spots will be $5,472.
We will reach our primary target market in order to promote Patagonia’s 2012 campaign in Chicago event
through WBEZ 91.5 FM, Chicago’s public radio station. This radio station reaches an older, more established
audience. This radio spot will run during the month of January of 2012.
We will reach our secondary target market in order to promote Patagonia’s Chicago Beach Yoga event through
WKSC 103.5 FM. This radio station reaches a both a younger and urban audience. This radio spot will run during August of 2012.
37
Traditional Marketing Radio Spots
Stations
Annoucements
Female
NPR
Announcer:
30 second
time slot
Music Bed (Under)
(Fade Out at End)
KISS FM
30 second
time slot
We’re half way through summer and you may be looking for a unique way to stay in shape and enjoy
nature. Come join Patagonia every Saturday for free yoga sessions on beaches around Chicago!
Unlimited space available and if you don’t have yoga gear, come out anyway, Patagonia will be selling
all the quality yoga gear you need! Classes are from eleven to twelve and six to seven p.m. Visit our
website Patagonia.com to see all yoga locations. Remember, You… Nature… Patagonia.
“Skeleton” The Parkington Sisters from Patagonia Music
Female
Announcer:
We’re half way through summer and you may be looking for a unique way to stay in shape and enjoy
nature. Come join Patagonia every Saturday for free yoga sessions on beaches around Chicago! Unlimited
space available and if you don’t have yoga gear, come out anyway, Patagonia will be selling all the quality
yoga gear you need! Classes are from eleven to twelve and six to seven p.m. Visit our website Patagonia.
com to see all yoga locations. Remember, You… Nature… Patagonia.
Music Bed (Under)
(Fade Out at End)
“Skeleton” The Parkington Sisters from Patagonia Music
38
Traditional Marketing Nature Scenes
A
billboard will be erected that will contrast with the rest of the city. It will have a natural look with “found” tree limbs bordering it, and a planter
on the front with two evergreens and wild flowers.
Nature Concept: It will bring a small patch of natural world to the concrete jungle of Chicago.
Eco-friendly Concept: The natural components are all prove only eco-friendly.
Images of Items
Items Needed
Top Soil
Soil 7 bags Organic
Mulch: 8 bags
Wildflower Seeds
Pine Trees
2” x 8” x 12 lumber
2”x4”x8’ lumber need 2
Plywood - 4’ x 8’
Tarp: 8’ x 10’
Downed Trees
Gardener Time - $15 - 5 hours per work
Average Chicago Billboard Price
Total Price
Pricing
$100.00
$200.00
$20.00
$20.00
$280.00
$75.00
$4.00
$20.00
$9.00
$0.00
$75.00
$5,800.00
$6,603.00
39
Events -
Yoga on Chicago Beach
T
his event will promote water conservation and a healthier more relaxing way to exercise while in nature. This calming event will not only
embody the full experience of relaxation in front of Lake Michigan, but it will also embody the unique relationship between You, “The
Human”, Nature, “The Earth”, and Patagonia, “Our Company.”
Nature Concept: Getting people into the outdoors and living is what Patagonia is all about.
Eco-friendly Concept: Having people getting in shape on the beach leaves no carbon footprint.
Image of the Events
Dates of Events
Items
Cost of items
August 4th, 2012
Yoga Instructor
$100 per hour - $800
August 11th, 2012
Screen & Tripod
$149.99
August 18, 2012
August 25, 2012
Screen Projector
Speakers
Speaker Stands
$449.99
$0.00
$0.00
$1,965.77 per year.
40
Events Footprints on the Right Track
T
his flash mob event will bring attention to Patagonia around Chicagoland. Not only will volunteers for this fun dancing incentive raise
awareness about Patagonia, they will be doing it outdoors, in nature!
Nature Concept: Embracing the great outdoors while dancing.
Eco-friendly Concept: Promoting Patagonia in a less traditional way like using natural materials that will be mass produced and the turned to waste.
By dancing, it’s free, non wasteful advertising.
Times
7am •
Morning Rush
by ABC Towers
12pm • Afternoon
Rush Millennium
Park
5pm • Evening Rush
NBC Towers;
Michigan Ave
Items
Cost of items
Patagonia Clothing
$0.00
Video Upload
$0.00
Rehearsal Space - Location Grant Park
$0.00
Speakers
$213.24
Speaker Stands
$54.99
Extension Cords
4 at $16.27 = $65.08
50- $5 Gift Cards to McDonalds for Morning Rush Breakfast
50 at $5= $250
50- $5 Gift Cards to McDonalds for Morning Rush Breakfast
50 at $5= $250
50- $5 Gift Cards to McDonalds for Morning Rush Breakfast
50 at $5= $250
Water - 10 - 24 packs
$32.99
Grand Total
$1,116.40
41
Touch points A
Downtown Patagonia Ski Lift
pproaching the winter, touch point installations will be placed hanging from 8 street lights over N. Clybourne. They will resemble ski lifts and
will lead down each side of the road toward the Patagonia store.
Nature Concept: The reminder of the ski season will lead people outdoors.
Eco-friendly Concept: Everything comes from recycled or recyclable material and leaves far less pollution than print Touch Points.
Pictures of the outcome
Items Needed
PPI
Total Price
30’ PVC Pipe for chairs:
$2.60 per 10’
$62.40 per chair
4 PVC Joints
$1 each
$32.00 per chair
Epoxy
$20.00
Plywood-4’x8’
$5.95
$24.00 per chair
Green Paint
$30.00
Mannequin
$2250.00
Zip ties
Webbing 1500ft $100 per 300ft
Installation
$50.00
$500.00
$600.00
Total = $3658.40
42
Budget Breakdowns
43
21
Impressions
Radio Spots
1,903,300
Billboard
2,700,000
Yoga
40,000
Flash Mob
189,300
Green Line
20,500,000
Human Mannequins
869,400
Downtown Patagonia
Ski Lift
Chalk Artist
1,674,0000
1,000,000
Footprints
108,000,000
Bank of America Race
Sponsorship
418,557,600
Cardboard Structure
333,333
Powerwash
558,000
Pedestrian Signs
118,041,000
44
Monthly Flow Chart
January
February
March
April
May
June
July
August September October November December
Pedestrian Signs
Footprints
Downtown Patagonia
Ski Lift
Green Line
Washing Away the Dirt
Flash Mob
Billboard
Chalk Artist
Radio Spots
Yoga
Cardboard Structure
Chicago Race
Human Mannequins
45
Budget
Nature Scenes ......................................................................................................................................................................$6,603.00
Radio spots ..........................................................................................................................................................................$5,472.00
Take a Ride on the “GREEN” Side................................................................................................................................... $16,900.00
Footprints on the Right Track ..............................................................................................................................................$1,116.40
Cardboard Structure................................................................................................................................................................ $166.63
Chicago Beach Yoga ............................................................................................................................................................$1,965.77
Human Mannequin................................................................................................................................................................... $82.99
Chalk Artist.......................................................................................................................................................................... $2,800.00
Chalk Footprints....................................................................................................................................................................... $30 .00
Downtown Patagonia Ski Lift.............................................................................................................................................. $3,658.40
Power wash ..............................................................................................................................................................................$756.00
Bank of America Race sponsorship.....................................................................................................................................$10,615.44
Pedestrian Signs ....................................................................................................................................................................$1,726.00
Total:......................................................................................................................................................................... $51,892.63
46
Budget
47
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