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Sameunderneath has evolved from an educational concept, to shirts sold Knowing Sameunderneath’s values, philosophy and business strategy 1
out of a backpack then concerts, to a successful, socially responsible high- goals, Kiwi has developed a plan of action utilizing two main Increase and enrich Sameunderneath’s online presence to be
end clothing company. These shifts have all centered on Sameunderneath’s strategies that will focus on the online and in-person consumer inclusive and supportive of its followers and customers through:
founder, Ryan Christensen and his hands-on passion for change. Ryan has experience to address these objectives: • Website Re-design
been the heart of Sameunderneath from its inception and he has instilled it • Promotions
with the values that hold up the brand today and the philosophy that is behind • Sharpen the Sameunderneath brand to a razor sharp edge, • Documentary Series
the message of the brand. while keeping the brand flexible enough to evolve as a business. • Providing Local Information
• Blogger Outreach
Sameunderneath is more than a clothing company. Instead of being defined • Elevate brand awareness to drive interest in the brand and the • Banners Ads
by the products it sells, Sameunderneath is defined by its philosophy and movement of Sameunderneath by reaching the trend setters • Wallscapes
those who support it. Sameunderneath is about taking a stand for what you and leaders of the community and converting them to brand • Search Engine Marketing and Optimization
believe in and making informed choices. It’s about people who look beyond evangelists.
their differences and instead see ways to bring people together. It’s about
believing that small choices and ideas can help change the world. • Develop the Sameunderneath brand so that it stands on strategy 2
its own, through a comprehensive campaign of outdoor, Successfully expand Sameunderneath stores beyond Portland by
experiential and online advertising. thinking global but acting local, utilizing the following to create a
Ryan has developed Sameunderneath and has essentially been the face of
strong bond between local communities and the brand:
the brand up until this point. The Sameunderneath brand is expanding at a
• Create opportunities for people to interact with • Community Directors
rate that Ryan cannot support himself. This is why Sameunderneath needs
Sameunderneath that can be scaled to a local or national level. • Promotions
a new approach that will develop the brand nationally while maintaining the
• Support local community
characteristics that make it unique. Sameunderneath needs a presence that
• Sameunderneath Branded Magazine
will reach Enlightened Rebels in ways that overlap in their day to day lives.
• Wallscapes
With a new brand strategy, Sameunderneath will attract people on a national
• Sponsorships
level and give those people a platform from which to speak.
RESEARCH SITUATION
ANALYSIS
To gain a deeper and more thorough understanding of the What We Found Sameunderneath is an intricate brand that is comprised of
Sameunderneath target, we searched the Internet to find people • Many like the clothing but cannot afford multiple characteristics: community involvement, environment,
talking about Sameunderneath to find out more about them. to regularly shop in Sameunderneath education, politics and sponsorships. Sameunderneath is
Through our primary research, we found a wide variety of • The Sameunderneath logo is memorable best known for its basic, but quality clothing line made from
individuals. We met face to face with them to hear each of their and closely associated with the brand bamboo, an environmentally low-impact plant.
stories and determine who they are, what they stand for and • The Sameunderneath brand values and
what they think about Sameunderneath. message are attractive, but not as clear as Sameunderneath is a clothing company – but so much more.
they need to be Sameunderneath is a clothing brand, but more importantly it
We spoke with: • Online and in-person is the best way to is a lifestyle brand. The concept behind Sameunderneath is
• Sameunderneath Sponsored Musician reach the target to be a brand of the people – people who do not judge others
• Sameunderneath Marketing Coordinator • There is a desire for an outlet to interact merely based on religion, race, hobbies, color, sex or creed.
• Sameunderneath Fashion Designer with the brand
• Sameunderneath Graphic Designer • Success has altered the perception of Unfortunately, most people are unaware of these great
• Sameunderneath Store Manager the Sameunderneath brand attributes, and our shared stories. Our campaign will not only
• Sameunderneath Customers clarify Sameunderneath’s brand message, it will invite people
• Business partner to be part of their brand both online and in their communities.
• Mississippi Street Neighbor
• Hip Hop DJ
strengths tha t can differentiate itself from
its competitors. It
e bra nd me ssa ge
g core values and a uniqu distributed in high-end bo
utiques
Sameunderneath has stron cal ly fas hio nab le. The clothes are currently
ly clothes that are cla ssi spread of its
produces quality, eco-friend gre at loc al ties to the community that enable the
erneath has
erneath stores. Sameund
and two Portland Sameund vement.
the momentum of the mo
message and encourages
weaknesses
The brand message is complex and often is confused with only being “green”
. People that do understand the brand message
and subscribe to the Sameunderneath movement don’t know how they can
interact with the brand. The clothes have a
high price point that can act as a barrier to entry for many people. Currently
Ryan is too much the face of the brand. As
Sameunderneath looks to grow nationally, the brand will need to evolve beyond
Ryan.
opportunity
Sameunderneath has tremendous opportunity to grow to be a strong international brand that produces clothes in addition to accessories
and household items. By supporting local communities, Sameunderneath can develop a loyal consumer base that will help to strengthen
the brand. Sameunderneath’s social responsibility and core values offer many ways that Sameunderneath can further its contribution to
communities and increase interaction with its audience.
threats
Sameunderneath must not try to expa
nd nationally before it has a strong enou
brands do not offer the same experienc gh consumer base locally. Although com
e as Sameunderneath, if the brand mes peting
Sameunderneath with companies like sage rem ains vagu e, consumers will confuse
Edun. For investment and expansion purp
brand. He needs to play a supporting oses , Rya n can no longer be the sole face of the
role and let its audience become the face
instead.
strengths weaknesses
Celebrity Owned Bono
Edun
Good Publicity High price point
High fashion look and brand Feels like high end Urban Outfitters
Trovata
Feels like high-end Urban Outfitters Brand doesn’t promote
Unique pieces sustainability, merely fashion
Organic Cotton Not a well defined brand
C&C
Basic, foundational apparel Nothing stands out
Attractive, intuitive web site Not much personality
Direct sales on site
Lots of mainstream press
passion and way of life. To
s a movement
eat h is pa ssi on ate at its core because it represent
Sameundern
r, passion is a necessity.
inspire change for the bette
BRAND BRAND
BRAND VALUES POSITIONING PERSONALITY
emphathy STATEMENT
Sameunderneath has a strong set of values
Sameunderneath understands what it means to be human. By leaving your true:
people, life is enriched through new experiences and understanding.
comfort zone and reaching out to all that will remain the foundation of the brand, “a socially responsible Sameunderneath must be consistent
even as the company evolves over time. These
five values are intrinsic to Sameunderneath, lifestyle brand that in the values that it portrays.
perserverence
The values must be understood and adopted
by all who work with Sameunderneath, and look beyond their Through storytelling and audience
involvement, Sameunderneath conveys
those who take on its lifestyle.
For Sameunderneath to succeed, it must push through difficult times, and negative ways of thinking. The differences and see a charisma that is authentic and
movement is worth every effort. inspiring.
These values shine through Sameunderneath’s they are essentially
dedication to education, political involvement
and the environment. In reality, the clothes the same underneath.” thoughtful:
unity Sameunderneath sells are meant to be the
Sameunderneath exists for a purpose
and is thoughtful in everything it does.
The simplest understanding of Sameund vehicle for the brand message and values.
erneath is we are all humans living our
should be celebrated, but so should the lives. Our individuality Again, Sameunderneath is not just selling
commonalities that unite us. provocative:
clothes; it is selling a value system. It is
Sameunderneath makes people think;
Sameunderneath’s goal to involve all people
about themselves, the world and
in its movement to strive to live in a socially
everything between.
responsible manner.
responsibility
and environmentally.
To remain authentic, Sameunderneath must practice responsibility socially
Accountability is paramount for the success of Sameunderneath.
TARGET AUDIENCE
enlightened rebel
Enlightened Rebels are people who care about people, who share the values of
Sameunderneath and believe they can change the world with the way they live their lives.
They are responsible and thoughtful in the way they purchase products. They are multi-
generational, educated individuals who vote with their wallets; make informed decisions
about the things they buy, the politics they support and the social areas they engage in.
They are no specific gender or race, and although they are very progressive, they are
not necessarily politically correct. They enjoy a mix of grit and polish with their everyday
lives, and while they may have a penchant for luxury when they can, they do not do so
recklessly or without awareness of their surroundings.
To reach this target a thoughtful approach must be taken. Enlightened Rebels respond
well to questions and new ideas. They do not respond well to demands and unintelligent
advertising. They desire outlets for their art and opinions and Sameunderneath will
provide them an outlet in several ways.
CREATIVE STRATEGY MESSAGING
Sameunderneath has strong core values, but a very complex
brand story that is challenging to successfully portray. This is
“look beyond” “Look Beyond” is a very simple and direct
way to explain Sameunderneath and its
Sameunderneath sells clothes.
why a layered, creative approach is absolutely necessary to appeal as a brand. It is best to incite
Sameunderneath makes sustainable products.
reach your audience. The creative must come from various curiosity into what Sameunderneath is all
Sameunderneath sponsors local artists.
angles including online and in-person. The target will respond about and let people explore the multi-
Sameunderneath is fashionable.
best to creative that is artistic and plays off their curious nature dimensional nature of Sameunderneath.
Sameunderneath is not just a clothing company. It’s so
and inspires them to act. The idea of “being more” is consistent
much more.
in our creative strategy, messaging and
Enlightened Rebels are online. The most convenient and often positioning. We give Sameunderneath
relevant touch point for consumers is a website and the creative your audience is more the opportunity to actually show why
we produce is meant to direct your audience to your website. Your audience is more than a political party. it’s more, to its audience. In turn,
As opposed to traditional advertising where an audience is More than race. Sameunderneath encourages people
spoken to, we have decided it is best for Sameunderneath to let More than age. to “Look Beyond” the obvious to find a
people participate with the brand and tell their own story. More than gender. deeper meaning and purpose.
More than religion.
Your audience knows they are so much more than any
label can encompass.
WEBSITE
Knowing that the website will be the only point of contact for many people, we have
developed an online program to use this touch point to its fullest potential. banner ads
Sameunderneath will utilize banner ads on targeted websites to
The current website, although attractive, doesn’t give visitors many reasons to return drive online users to its own website. The banner ads will have
until the new fashion season debuts. We have designed a new website that has an the same look and feel of the outdoor posters and will remain
upscale, yet earthy tone that is at the heart of the Sameunderneath experience. The attractive yet unobtrusive. By placing the ads on targeted sites,
website will act as the central hub for the online Sameunderneath community and Sameunderneath will use its dollars more efficiently and create a
will feature an interactive element where visitors are invited to be part of the brand more positive awareness of the brand.
through conversation. With promotions and entertainment features, visitors will have
a reason to regularly return to the site. The new website will back up the idea that
Sameunderneath is more than just a clothing company; it’s a creative outlet and a
way to connect with other like-minded people.
The series will give people a reason to return to the Sameunderneath website as
new documentaries will be posted on a regular basis. This will add an element of
both education and entertainment to increase the value of the website.
SEARCH ENGINE BLOG CONVERSATIONAL MEDIA
MARKETING
This is a simple way to increase Sameunderneath’s reach online
Search Engine Marketing (SEM) will be utilized for the If Sameunderneath continues to have a blog on its and also track what people are saying about the brand. As
a facebook application
Sameunderneath website to increase its visibility. Search website, it needs to be more active. A blog is not (as opposed to a Facebook Group) can be used to:
Sameunderneath starts listening to the conversation online, it can
Engine Optimization (SEO) is one element of SEM. SEO intended to report only on events, but is meant to act like • Create brand awareness
involves configuring website code and content with a journal for Sameunderneath and its mission. At its best, adapt and join the conversation. Listening to the true opinions of
• Communicate promotions, contests & events
keywords associated with the Sameunderneath brand to the Sameunderneath blog can give people a chance to the audience is valuable information and a way to truly speak to the
• Drive traffic to the Sameunderneath website
increase its rankings in the results page of search engines peek behind the scenes and see how Sameunderneath customers of Sameunderneath.
and directories. functions. It can also be used to discuss the things that • See what others are saying about Sameunderneath
matter to Sameunderneath, whether it is its brand values • Increase listing favorability in organic search engine search results
SEM tools include: or local events. Different people can contribute to this Twitter can be used • Understand Sameunderneath customer behavior
• Social Network Marketing blog to help keep it fresh and updated, including a store for the following benefits: • Build early Sameunderneath loyalty
• Pay Per Click Advertising manager, a sponsored musician or Ryan himself. • Relationship building • Reach Facebook’s 35 million users
• Create credibility
SEO tactics include: • Promote events
• Keyword rich web pages • Provide insight and commentary on an event in real time
• Keywords in the title of pages • Promote sales and daily offers
• Keywords in the domain name • Website traffic generator
• Naming images used in site using keywords
• Intrasite linking
BUSINESS STRATEGY
glocalization community directors
(think Global. act Local.) Sameunderneath is a successful company because it is
unique and offers a quality product with a good message.
Sameunderneath has the distinct advantage of having ties
However, there is the “Ryan Factor”. . . Up until now, Ryan
to the community of Portland. These ties help to ground
Christensen has been the heart and face of the brand. Ryan is
the brand and keep it relevant to its customers. However,
great at connecting with people and communicating his ultimate
Sameunderneath is meant to evolve and expand beyond the
goals for Sameunderneath which has played a large part in
place of its birth. To ensure that Sameunderneath successfully
connecting the brand on a local level.
spreads, it must develop new stores at a grassroots level
while maintaining the brand core values on a national level.
For Sameunderneath to be able to remain authentic in areas
Sameunderneath should develop at a natural pace as the
beyond Portland, Sameunderneath will need a representative in
company gains momentum and builds a large and strong
each location to create those all-important local connections.
consumer base necessary to continue expansion nationally.
These Community Directors will believe in and uphold the core
values of Sameunderneath in addition to being immersed in their
Ideally, each Sameunderneath boutique will maintain a unique
respective local communities. They will be able to go out and
identity and attachment to its community. Each boutique
create partnerships with local schools, artists and community
should feel like it belongs in the city it is located. To ensure this
members. They will be able to give a relevant voice to each
happens and to help develop the brand, Sameunderneath will
Sameunderneath boutique.
utilize Community Directors to guide each local boutique.
PROMOTIONS
will have their video aired in movie theaters. on by locals, and the winning shirt content will also be posted on the Sameunderneath website to
pg 18
in each location will be produced add another layer of interactivity. As Sameunderneath opens
This promotion will be publicized through outdoor posters located and sold only in their local boutique. additional stores across the US, the magazine will have regional
on the walls of Portland buildings and through passed-out handbills This creates limited edition t-shirts focuses that will include area specific content, guided by the
printed on handmade seed paper. In addition, this promotion has the that have great local value and also Community Directors.
potential to turn into an extremely successful viral campaign because supports local artists. In addition,
of its presence online, which will in turn increase its publicity. The this will create an opportunity to have pg 10
user’s desire to speak their mind and broadcast their thoughts to people in different Sameunderneath
the world will be rousing. This has the chance to spread quickly as communities interact with each other.
people will forward the site to friends that have big ideas as well.
outdoor wallscapes
We have developed two poster series that have different objectives;
however both will direct viewers to Sameunderneath.com. The
%Zfd outdoor posters will feature a snapshot of the lives of people living
the Sameunderneath lifestyle and will spark the viewer’s curiosity.
The posters will be produced in various sizes and will be placed on
the sides of buildings in high traffic areas.
%Zfd between people but still tie in to the local community. This series will
be updated with each new fashion season to add visual interest and
increase awareness for the clothes line.
three strategy. The key will be informing people that Sameunderneath is more than a clothing brand.
Sameunderneath will invite all people, of all walks of life to realize that they have differences, but
National Expansion the things that draw us together are the most important. As Sameunderneath invites all people
National Sponsorships to be part of and interact with the brand, Sameunderneath will become an authentic part of their
Sameunderneath Film Festival lives in a multidimensional fashion.
Artist Wallscapes