coleman: between a rock and a soft place
TRANSCRIPT
Bailey Beins, Kellie Birtch, Summer Borowski, Jordan Loyd
Agenda
• Situational Analysis• Key Consumer Insight• Main Message• Media Strategies
• Print Campaign• Social Media• PR Campaign• Guerilla Tactic
• Support
Situational Analysis
Currently:
• Low awareness• “Cheaper” stigma• No new improvements
New Line:
• Top Quality• Innovative• New features/benefits• Premier retailers (REI, EMS, etc.)• Compete with premium brands
The Goal
• Revitalize and reposition the Coleman line of camp pads as higher end sleeping gear.
• Align Coleman with outdoor comfort.
• Ignite the nostalgia the outdoors brings with camping and spending quality time with loved ones.
The Target
PRIMARY
• 55-64 age group• Affluent• Low price
consciousness• Outdoor oriented• Family oriented• 50% Male, 50% Female
The Target
SECONDARY
• 18-35 age group• Outdoor enthusiasts• Importance on quality• Tech savvy• Independent,
adventurous
Key Consumer Insights – Part 1• The target is familiar with
Coleman.
• May have grown children who no longer live at home.
• Look back fondly on past camping experiences that have brought the family together.
Key Consumer Insights – Part 1• Comfort is key- especially
with an aging demographic.
• Doesn’t enjoy “roughing it” as much as they did in earlier years.
• Want to spend quality time together outside with some of the comforts of home.
Key Consumer Insights – Part 2• The target cares about
the technical ability of their gear.
• Will be engaged by new product features and the benefits attached to them.
Key Consumer Insights – Part 2• Cost is less important.
• Searching for quality and durability.
• Looking to invest in the outdoor experience
Main Message
PRIMARY:
Roughing it in comfort• Camping can be comfortable and relaxing, not always rugged
SECONDARY:
Technical Appeal• Introducing the Pro Series Re-brand
• Higher end, more credible sub-brand
• Durable, light, packable, warm
Our Campaign Idea.
Find yourself between a rock and a soft place.
Taking Coleman A Step Further
Pro Series by Coleman
• Step into the realm of high-quality technical camping gear
• Take market share from Big Agnes, Therm-a-Rest & ALPS
• Consumer confidence in the technical products Coleman provides
Online - #RockAndSoftPlace
Public Relations
Red Cross Partnership
• Will increase• Credibility• Social Responsibility• Customer Loyalty
• Logistics• Percentage of proceeds will be donated in equivalent Coleman
goods
Public Relations
Point of Purchase Displays With Products
• High end retail stores• Promote partnership with Red Cross
Celebrity Product Interaction
Man vs. Wild
• Start the new product line with a bang
• Will increase:
• Credibility• Brand Awareness• Buzz
Interactive Testing
• South By Southwest, Austin
• Mountain Towns• Lake Tahoe, Breckenridge,
Jackson Hole, Whistler (CA)
Guerilla Tactic
Guerilla Tactic
Interactive Testing
• Coleman Carnival • Take over a large parking lot in target cities and set up a
staged outdoor scene• Features all the new sleeping pads + other Coleman gear• Have people interact and test gear in a fun way
Campaign Strengths• Target
• Speaks clearly to a well defined target.
• Print• Plays to the desire for comfort. Relatable. Memorable.• Pro Series emphasizes the quality of the new gear.
• PR • Strong, credible partnerships with Red Cross - emotional component. Overall, will
generate positive publicity though large-scale media.
• Celebrity• Displays product in front of a a fun audience showing the capabilities of the new
pads
• Guerilla• Reaching the target in an approachable, effective way via familiar media channels.
• Expandable• Easy to adapt creative to other outlets and campaigns
Questions?