Ingenuity Brief

INGENUITY BRIEF

Assignment: Stoney Clover Lane Marketing

Brief Preparer: Kate Destefano

Date: 6-19-22

THE REQUEST:

This campaign request is 3 separate Instagram posts all centered around making this brand more versatile in the outdoor and sports community. The posts will show the brand's products used in wooded areas, fields, and gyms.

THE PURPOSE:

The purpose of this campaign is to make the brand a more serious, versatile, and outdoor-focused brand to capture a larger audience and make the brand more popular.

THE AUDIENCE:

The audience is active people, people in sports, and, active outdoor people. These people can be of any age or gender.

THE MESSAGE:

Companies Message: Organization through style and self-expression.

Marketing Message: Stoney Clover Lane is a versatile brand with products that are made for any adventure inside or outside.

THE INTERACTION:

shop now, get organized, customize now, adventure awaits…

THE DETAILS:

3 Instagram posts:

1-A cheerleading-themed set that shows active girls/boys using this brand to store sports equipment.

Example: An on-brand bag with poms in them while cheerleaders stunt in the background. A makeup bag used for preparing for a big game. Set of girls carrying the bags on the field for a game. Also maybe the use of an influencer(Gabby Butler)

2-A karate-themed video showing the bag used to store gear(grappling, mouthpiece, water bottle, etc.) on the karate mat.

Example: Two people grappling and one goes to get their mouthpiece out of their bag.

3-A outdoor, scouting-themed post set that shows the brand's bags being used in the outdoors, around dirt, and then be easily brushed off.

Example: Scouts in uniform getting a Stoney Clover bag out of another outdoor brand bag(Patagonia, REI, Osprey, Cotopaxi, etc.). Using a Stoney Clover bag on an outdoor adventure(hike). Showing the durability of the bag.

CONSIDERATIONS:

Keep in mind that the original/ current branding is- Bright, Energetic, Preppy, organized, and self-style.

Don't move the brand too far away from original ideas.

Timing: Campaign Launch/ Final Internship Day-Friday, Jul 29, 2022