Honest Truth Brand Relaunch Campaign

Britta Degeest, Kirby Horgan, Connor McCarthy, Matthew Oleszczak

You Came to Us Wanting to Know How to:

Re-launch the brand to appeal to bodybuilding and physique
conscious athletes
Be more profitable with inventory and purchasing

Hire designers at a low cost and reach out to KOLs

How do we transition from Rock

Stars to Fitness Fanatics?

Brand Relaunch

Brand Relaunch:
It Starts with Our Mission

A Change in Direction
-Redefine Honest Truths Mission and brand statement to
reflect the beliefs of its core consumer- Fitness Fanatics
-Emphasize the importance of setting goals and sticking
to them when in situations where others typically fail
-Continue to reflect Honest Truths original brand
statement that revolved around being true to yourself and
being true to others
-Speak to the truth behind our pricing and how we provide
top quality at the lowest possible cost

Brand Relaunch:
Storytelling is Key

Shift from Solely Posting Photos to Storytelling

-Instead of posting images of individuals wearing the
Honest Truth clothing, we will have feature stories
-Each story will be consumer focused and will speak to
what their personal goals are and how they plan to
achieve them
-Every participant featured will be wearing an Honest
Truth branded shirt in their blog photo

Brand Relaunch:
Introduce Our Partners

Highlight Local Entrepreneurship

-Embed a new section to the Honest Truth website that
features its owners
-Each post (either video or blog) will contain the
individuals back story
-All partners will speak to what the brand means to them
and why they decided to start the business
-As the brand becomes more story driven, it is important
to know its leaderships stories as well

Brand Relaunch:
Social Themes

Social Posts will be Based on Key Themes

-All posts on Twitter, Instagram, and Facebook will be
focused on themes that are relevant to Fitness Fanatics
-Content calendar to schedule posts based on themes
such as goal setting, fitness routines, healthy eating,
competition preparation, and upcoming events

-Track posts that are generating engagements via

Facebook analytics and adjust posts based on past
success
-Instagram to include more action shots that are located
in the gym or at an in-house designated workout area

Brand Relaunch:
Twitter Posts

Where are People Talking about

Bodybuilding: Social & Blogs
Twitter Rules
-92% of the total bodybuilding mentions between April 2014April 2015 took place on Twitter
-8% of all other conversations were dispersed between blogs,
forums, and news

Overall Positive Sentiment

-62% of the conversations on blogs were positive and 24%
were neutral
-89.1% of the conversations surround bodybuilding on blogs
were from people ages 21-35
-There is almost an even split between males and females who
talk about bodybuilding in blogs

Where are People Talking about

Bodybuilding:
Twitter, News, and Forums
Male Dominated Twitter Mentions
-79% of the conversations started on Twitter about bodybuilding
is by males
-The most mentions of bodybuilding took place during the last
couple of weeks in February
-The topic of bodybuilding was mentioned on Twitter over
262,143 times in the past year

Bodybuilding is Rarely Talked about in the News

-There were only 5,371 mentions of body building over the past
year that occurred in the news
-Bodybuilding was mentioned 12,042 times in forums from April
2014-April 2015

What are People Talking about in

Correlation with Bodybuilding:
Twitter
Diet and Health Run Conversations
-The topics of diet and health are generally what come up when
discussing bodybuilding in blogs
-Best practices in workout routines, maintaining goals, and
weight training are also major topics surrounding bodybuilding

Maintaining Weight and Protein are Popular Nodes

-Within groups of popular subject matter around bodybuilding,
weight and protein are among the most popular
-Other categories include athletics and training

Where is the Conversation

Around Bodybuilding Happening:
Overall Positive Sentiment towards Bodybuilding
-Bodybuilding had an overall sentiment score of 87% favorable
across blogs, forums, news, and Twitter

-Sentiment is most neutral on Twitter where it is only 2%

positive and 2% negative
-The most favorable sentiment takes place on blogs

Larger States is Where the Conversation Takes Place

-Most of the conversation around bodybuilding takes places in
the larger states such as New York, California, and Texas
-Midwest states had the least amount of conversations that
surrounded bodybuilding in the United States

What is the Engagement Level

Around Bodybuilding: Twitter
Low Authority Tweets the Most about Bodybuilding
-Handles with lower authority make up the majority of those
who tweet about bodybuilding with 56%

-High authority handles rarely tweet about bodybuilding making

up 1% of the people who tweet about bodybuilding

Most Tweets are Original Content

-76% of tweets about bodybuilding are regular tweets compared
to the 23% that are retweets
-Conversation between handles is low with only 1% of tweets
being replies
-Most of the engagement level comes off of the first tweet about
bodybuilding at 71% compared to 5-7 tweets at 3%

Who are the Influencers Around

Bodybuilding?: 3 Tiers

Influencers on Twitter: Tier 1

Influencers on Twitter: Tier 2

Influencers on Twitter: Tier 3

How Do We Reach Top

Influencers?

How Do We Reach Top

Influencer: Outreach Plan

Contract

Influencer
Identification

Identify key
influencers aligned
with the Honest Truth
brand

Email Outreach

Reach out via email

or Twitter and inform
KOL of opportunity to
partner

Agreement

Provide a contract
for KOL to sign that
details payment and
posting agreements

Send
Outreach
Package

Deliver outreach
package to KOL via
mail or in person
depending on location

KOL Posts

KOL utilizes their

Twitter account to
review and promote
the brand

Measure ROI

Follow conversation
around the brand via
Sysomos and measure
ROI based on Twitter
analytics

How Do We Reach Top

Influencer: Outreach Package
Customized Workout Journal
-Honest Truth branded workout journal to keep track of routines
and goals each week

Personalized Thank You Card

-Thank you card includes a quote aligned with the new brand
voice as well as a hand written welcome to the Honest Truth
team

Honest Truth T-Shirt

-Influencers get to choose from the variety of new Honest Truth
t-shirts to be included in their package

How Do We Reach Top

Influencer: Logistics

Total

25

50

100

$3.84/unit

$3.07/unit

$2.74/unit

$9.73

$19.48

$224.50

$307

$372.00

$12/unit

$10/unit

$9.50/unit

$630.25

*Cost excludes payment to KOL

$970.25

$1,615.48

How Do We Reach Fitness

Fanatics?

Event Marketing

Event Marketing:
State Competitions

Reach Fitness Fanatics on their Home Turf

-Attend independent professional shows
-Make appearances at national physique committee
competitions
-Set up a booth at high school competitions around
Minnesota

Event Marketing : How to Secure a Booth at a Competition

Identify
Desired Event

Find events that you

are interested and
able to attend

Contact Sponsor

Reach out via phone,

email or website to
express interest in
providing apparel for
their event

Discuss
Marketing
Options

Possible options include:

full merchandise booth, try
on sizes and order online,
passing out fliers,
designing event-specific
apparel

Determine
Payment/Comp
ensation

Possible options include:

flat rate up front ($100-500),
percentage of sales (5-10%),
mixture of the two

Pre-Event
Marketing

Tweet/Email/Direct
Message contestants
to familiarize them with
the brand and the
opportunity

Find Future
Events

Chat with competitors

about other events
they attend to find
possible future events
to market

Event Marketing:
Strategies
10% Discount Coupons to
Each Person in Attendance
-Hand out by the door
-Attach to tickets if possible

Identify and contact key influencers

-Have influencer packages on hand
-Have guidelines about their responsibilities

Drive future sales

-Give info flyer with each purchase
-Follow on twitter for a free bracelet with purchase
-Have tablets open to browse full site

What are the logistics?

Design, Materials &

Inventory

Design, Materials & Inventory: Designer Identification Plan

Formulate
Designs

Determine
Compensation

Finalize Honest Truth

shirt designs before
reaching out

Form agreement that

determines designer
compensation (if
necessary)

School of
Design and
Student Group
Outreach

Email, call or meet with

design school leaders
about opportunity for
students

*Some design students will do it free or cheap in order to get

experience and add the project to their portfolio

Designer
Evaluation

Determine which designers

can fulfill the necessary
requirements

Designer
Oversight

Choose designer and

detail project. Guide
designer over potential
barriers

Final Designs

Evaluate quality of
designer work and
make any final
adjustments

Design, Materials & Inventory:

Designer Identification Plan

More Advanced Design Options

-Reach out to student groups across different universities
-Hire freelance designers who have worked within the
clothing industry
-Research online freelance networks and negotiate a
deal with a designer familiar with the clothing industry

Design, Materials & Inventory:

Material Options

Work with a Cotton Synthetic Blend

-First option is a cotton and nylon blend
-Second option is a blend of cotton and polyester
-Cotton provides overall comfort and the synthetic blend
is used for moisture wicking as well as to accentuate the
individuals physique

Design, Materials & Inventory:

Surveyed 20 fitness
conscious people about pricing
Quality of the Shirt Matters
-Asked 20 Fitness Fanatics what they would be willing
to pay for a workout shirt and what their criteria is for
evaluating that type of shirt
-The general consensus was $20 for a standard
workout shirt or $35 for a higher end workout shirt
-If they were to pay $35, the shirt would have to include
a great design and comfortable material from a
respected brand

Design, Materials & Inventory: Pricing Strategy

Gym Shark***

Gorilla Wear

***GymShark uses the Euro, which is very weak right now compared to the
US Dollar. Current exchange: 20 = $21 USD

BodyBuilding.com

Ever Forward

Penetration Pricing - Set low to attract customers and gain market share.
Price can be raised later once enough market share is gained.

Design, Materials & Inventory:

Forecasting Formula

Actual Demand Weeks

Ex. week 1 = 100, week 2 = 300, week 3 = 500
9003 = 300
Tells demand for week 4
Week 5 would be weeks 4, 3, 2 divided by 3

Design, Materials & Inventory:

Inventory Control

Periodic Order Quantities

Can be substituted to find

monthly and weekly

-First find Economic Order Quantity

Ex. EOQ = 200 and annual usage = 100 then your POQ is 2
meaning you would order every 2 periods

The Last Rep:

Summary of Suggestions
Rebrand Revolved Around Storytelling
-Tell stories about individual fitness fanatics
-Content and mission revolves around sticking to your goals and
being true to yourself

To Reach the Fitness Fanatics Twitter is Key

-Social efforts should first be focused on building a following
on Twitter
-In order to build a following, reach out to key opinion leaders
through Honest Truth packages

Go to the Consumer
-Set up booths at fitness and weightlifting events throughout
Minnesota
-Hand out coupons to event attendees to promote trial and
awareness of the brand launch

Quality is Important
-Fitness Fanatics will pay more for quality workout clothing
($25-$35)
-Utilize the forecasting formula to determine a close estimate of
product that should be ordered in the upcoming weeks

Questions?