Client Case Study - Begonias
Begonias is a new restaurant located in McMinnville, TN. With the small Tennessee town’s mission to re-vamp their downtown strip, the owner Seth, saw an opportunity to provide the community with an “elevated casual” dining experience. Begonias doesn’t have freezers. Everything they serve is handmade that very day.
“We’re making everything handmade, fresh, daily.”
Staff Testimonials
Social Media Videos
Commercial
Website Video
Posman Books Rebrand - Case Study
Static Mood Board
Imagined Company History
Posman Books opened their first location in New York City in 2010 with the idea that they would put together a selection of interesting and obscure works, and would be the go to books store for the “Hipster”. Since 2010 Posman books has opened four more locations; one in New York city, two in Altanta, and one in Boston. Up until 2020, Posman focused on in store customers but with Covide hitting they are having to change things up. Their previous business model relied heavily on their unique in store experience, so they will now be launching a series of campaigns to promote an experience online. These two subscription based experiences include, an online book club, and a personalized curation of works.
SWOT Analysis
Strengths
In person book store experience, with tactfully curated selections from knowledgeable staff members
They hold themselves and their book selections to high standards, and aim to introduce their customers to interesting works they won’t come across in other stores
Weaknesses
Brick and Mortar stores generally have high prices
No online sales available
Opportunities
With their Brand being held to higher standards and relying on an experience, they could take that experience online.
Online book clubs (subscription based)
Newsletters
Personalized curations based on interests of a specific customer
Threats
Amazon and their low prices, Posman will need to communicate their value to the consumer. The rebrand will need to communicate the value of their specialty (our personalized curation will get you to read more books)
Competitor Analysis
Amazon
Advantage Amazon: Amazon prime with free shipping, shopping here may be easier (all in one store, you can pick up a book while you are shopping for toilet paper). It is more than likely they will have what you are looking for.
Advantage Posman: Posman guarantees a high quality experience and believes their selections will provide a unique experience for their readers. Customers will have to research or get book suggestions from friends/family with amazon, while Posman offers only high quality works. Amazon also suggests books but quality may not be guaranteed due to the algorithm. Posman offers an in person experience while Amazon does not.
Barnes and Noble
Advantage Barnes and Noble: A chain a lot of consumers are familiar with. Barnes and Noble offers quality selections from both the staff and corporate. Brand is known and familiar to many readers. It is more than likely they will have what you are looking for. They also offer discounts to members based on shopping frequency.
Advantage Posman: Barnes and Nobles selections aren’t as unique and obscure. Books at Barnes are a bit more common. Posman offers a small book store experience. The Posman experience offers their readers a bit more spontaneity and whimsy in both their physical presence and book selection.
Differentiation Statement
Our brand is the only _____that _______.
What
Book Store
How
1. That specializes in interesting and obscure books
2. Offers a personalized curation of works.
Who
1. For life learners
2. For busy readers
Where
Everywhere in the U.S.
Why
1. Who strive to be more well read
2. Who want to finish a book
When
During and Post pandemic
Statement 1 - Our brand is the only bookstore that specializes in interesting and obscure books for life learners everywhere in the U.S. who strive to be more well read during and post pandemic
Statement 2 - Our brand is the only bookstore that offers a personalized curation of works for busy readers in the U.S. who want to finish a book during and post pandemic.
Target Markets and Primary Campaign
Social Media Campaigns to drive subscribers for the online book club and
Online Book Club - Monthly Subscription
Subscribers will receive 1 book a month for the book club and access to a virtual chat group with other members. Authors will also have access to this group and can engage in a virtual Q&A once a month (either video or chat depending on their availability)
Campaign will promote a more cultured and well read lifestyle. Will target those who aspire to be more knowledgeable, and enlightened. Target market “Life Learners”.
Personalized Curations - Monthly Subscription
Posman will have the subscriber share their interests through a form and will select one book a month to send to the subscriber.
Campaign will advertise that this method will get you to read more, Target at busier consumers.
Campaign will promote the idea that the reason they can’t finish a book is that is wasn’t curated for them
Company Values
“Fighting mediocrity is our job”, Posman books strives to give you a unique high quality experience, and introduce you to new, obscure works.
2 Personas
Life Learner (Online book club campaign)
Age: 25-40
College Educated, looking to continue education
Both Male and Female
Located in the U.S.
On a career path
Physically active, healthy, overachievers
Paid Social Interest Audience: Farmers markets, vinyl records, dogs, coffee, indie music, and music festivals
Busy Bee (Personalized curations)
Has school age children
Age: 30-50
Both Male and Female
Located in the U.S.
Paid Social Interest Audience: Oprah’s Book Club, Amazon Audible, Coffee, dieting, hello fresh, and stitch fix
ISM Resin Products - Case Study
Sample # 1 - Facebook Ad
Edited Video for Ad
Created Ad “DIY Gal” Customer Avatar Audience
Sample # 2 - Facebook Ad
Edited Video for Ad
Created Ad for “DIY Guy” Customer Avatar Audience
Sample # 3 - Facebook Ad
Creative - Seamless Carousel Ad with Tesimonial
Created Ad for Retargeting those who watched 1st video ad (only ran 3 days as a test)
