crow's feet commons
DESCRIPTION
A Brand Book that shows a possible campaign for Crow's Feet Commons, "a full service, custom bike and ski community, cafe and tap-room" located in Bend, OR.TRANSCRIPT
#crowsflytogether
BriefEstablish a consistent brand to help open shops in other locations.
Brand HistoryDavid Marchi, a mountaineer, heli-ski and cycling guide, had dreams of opening up a shop that included everything people like in Bend—beer, coffee, and outdoor gear. In October 2012, Marchi opened Crow’s Feet Commons, located in downtown Bend. Crow’s Feet Commons is a space where there’s no pressure to order anything, but you probably will because they serve Stumptown Coffee and an assortment of the fi nest beers on tap. Marchi knew it wasn’t going to be your average retail store—he wanted to create a space for the community to hang out. There is always a story to be told at Crow’s Feet Commons full-service shop, where you can buy hand prepared snow gear and custom bicycles. Every once in a while a local band will play outside where family and friends huddle around the fi re pits and just relax.
Products
• Stumptown Coffee, Kombucha, Energy drinks• Beer on Tap: Boneyard, Deschutes, Kombucha Mama, Good Life, Ninkasi, etc.• Bicycles: Chris King, Pegoretti, DeVinci, Ahearne, Pereira, POC, etc.• Backcountry Snow Gear: Moment, DPS, Dynafi t, Mammut, Kask of Sweden, etc.
Current Brand Status
Crow’s Feet Commons is a new hot spot, grasping the true heart of Bend. The shop is currently updating its website and using Facebook as its primary use of communication.
Target audienceThe target audience can’t get enough of the great outdoors. They seek adventure when the time is right, but could easily go for a cold beer or a hot cup of coffee to catch up with some friends or family. They enjoy listening to the Fleet Foxes and are always up for a local show. The typical consumer ranges in age from twenty-fi ve to forty and will most likely have a child or two.
Words that describe
Crow's Feet Commons
Community: Crow’s Feet Commons incorporates what everyone in Bend likes into one shop, bringing the community together.
Relaxed: After a long day in the mountains, Crow’s Feet Commons offers a nice space both in and outside to refl ect. The down-to-earth employees and the local bands add to the laid-back atmosphere.
Outdoorsy: You must like nature if you are walking into this coffee shop. With a full service bike shop, snow gear, and fi re pits outside you are bound to go on a hike just from visiting Crow’s Feet Commons.
Media• Print• Social: Instagram, Facebook, & Twitter• Online: Banner, Facebook, & campaign website
Creative Brief
Mood Board
Where• Print• Social: Instagram, Facebook, & Twitter• Online: Banner, Facebook, & campaign website What
Promote the adventurous and outdoorsy persona of Crow’s Feet Commons’ persona.
WhoYoung, tech savvy, physically active families who enjoy the great outdoors.
WhyEstablish consistent brand awareness to help open shops in other locations.
WhenFebruary - April(transitioning from winter to spring)
Mind Map
Who
Young, tech savvy, physically active families who enjoy the great outdoors.
Where
SocialInstagram, Twitter, FacebookOnlineFacebook, Banner, Website
Ads will be circulated through social media sites and the website’s homepage in order to grab tech savvy families’ attention. The Facebook ad will just include Crow’s Feet Commons’ logo and a caption underneath describing Crow’s Feet Commons. People will click on the Facebook ad that is targeted toward people who live in Bend. The link will lead to the campiagn website, but people can also access the homepage of Crow’s Feet Commons. The Facebook ad shows awareness of the store even if people don’t click on the thumbnail, while the campiagn website shows Crow’s Feet Commons’ brand persona. Ads will be circulated on the brand’s homepage for those who go to the regular website, rather than the campiagn website.
PrintTo reach families who aren’t as tech savvy, print advertisements will be effective in local newspapers—specifi cally The Bend Bulletin & Bend Weekly. Color ads that are large in size will help the reader notice them.
When
The advertising campaign will take place February through April. This is the transition period between winter and spring, which leaves more opportunity for outdoor activities like snowboarding, hiking, and biking.
OnlineTwitter, Facebook, Website (Upload when ad comes out) Facebook Ad - Mon-Fri (When the ad money runs out the ad will disappear)
PrintBend Weekly - (Once every other week the Bend Weekly comes out) The Bend Bulletin – Every other Sunday (Advertising on Sundays will target parents who are casually reading the paper on their day off from work. After seeing a Crow’s Feet Commons ad, they will want to do something outdoors.)
What
Promote the adventurous and outdoorsy persona of Crow’s Feet Commons.
Why
Establish consistent brand awareness to help open stores in other locations
Media Plan
February March
April
Media Schedule
1 2 3 4 5 6 7 8 9 10 11 12 13
BEND WEEKLY
BEND BULLETIN
FACEBOOK AD
BANNER
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Tumblers & Stickers
Customers will take instagram photos of themselves and their friends with a coffee mug or tumbler to promote the idea that people of the same interests “fly together” to outdoor spots. People can either buy stickers to put on their coffee mug or tumbler or even buy tumblers with the Crow’s Feet Commons’ logo already on it. Customers will tag their location and use the hashtag #crowsflytogether. People can then look up the hashtag to see where their follow crows have “flocked” to. A data base will be collected onto a campaign website to visually show each outdoor spot.
Instagram, Facebook &Twitter Ad
Print Ad
FAcebook & Banner Ad
Website