DEVELOPING A GO-TO-MARKET STRATEGY FOR A NEW BEVERAGE IN THE U.S.

The Launch of Part-Time Rangers (A Brown-Forman Brand)


THE TASK: Identify and develop a marketing and communication strategy that effectively communicates PTR's charitable mission without overshadowing the brand itself.

  • Conducted holistic analysis of industry, market, competition, and consumers as fact-based foundation for developing new go-to-market strategy. Insights shared via 5 Forces assessment and SWOT analysis.
  •  Crafted creative brief that concisely identified brand's positioning, points of difference and character/tonality as foundation for brand, communications & messaging strategy.
  • Created comprehensive marketing plan for re-branding of Part Time Rangers, including product recommendations, communications strategy, pricing plan, 3-year pro-forma P&L and detailed implementation plan to ensure successful execution.


THE MISSION: For every Part Time Rangers can sold, a portion of proceeds goes towards animal conservation initiatives across the globe.

CONCEPT GRAPHIC

Part Time Rangers was looking to find a way to effectively communicate its brand personality and it's animal conservation-focused charitable mission. Through collaboration with fellow student consultants, I designed a graphic concept to be used for marketing/promotional purposes.

OUT-OF-HOME ADVERTISING

To bring the concept graphic to life, I mocked up a billboard display to support our proposal for out-of-home advertising methods.

PAID MEDIA ADVERTISING

After developing a list of magazines that fit Part Time Rangers' target audience's demographics, I created a print mockup of our ideal ad within the selected magazines. This mockup served as a visual aid, coupled with our proposed advertising strategy.

SteelSpace Mobile Tasting Showroom


Our proposal included a traveling SteelSPace SSLite 8 mobile container acting as a mobile tasting showroom. The container can be parked at liquor stores for sampling + consumer buzz and can also be set up/taken down with ease. To bring this idea to life, I hand-sketched a model of my team's vision for the SSLite 8 container's design.


Smaller details, such as the built-in photo wall with visible hashtags will encourage consumers to post about PTR, especially if they go into the partnered retailer to pick up their own pack of PTR. This activation promotes foot traffic and sales for the retailer while providing a rich source of social content for PTR.

BRAND IMAGE ON SOCIAL MEDIA


Within our team's strategy proposal, we discussed ways in which Part Time Rangers can better connect with their audience via social media. We described our desired brand personality as authentic, mindful, and down-to-earth. Therefore, we suggested ways to utilize user-generated content, rather than fill our social media pages with product photos and staged promotional pictures.


I designed this mockup to bring our ideas to life and show Brown-Forman representatives how PTR can utilize user-generated content on social media for their benefit.

In partnership with