The document summarizes a marketing plan for a new bike shop called "bespoke" located in Washington DC. It describes the shop as focusing on road/outdoor cycling and having a hip and modern style. It then outlines the target clientele, strengths, opportunities, branding approach including logo, colors and messaging. The marketing strategies proposed include print ads, billboards, street teams, radio spots, and a strong social media presence. Grand opening and 6 month anniversary events are also planned to engage the local community.
2. WHO ARE WE?
We’re a team of passionate professionals dedicated to cycling culture, products, and
community.
Located on 16th and U St. in Northwest Washington DC, we set up shop in an
unbeatable location, surrounded by creative people, hungry to bring sustainability to
the roads of our nation’s Capitol.
The shop offers bikes, bike parts, rentals, and repairs for local bike owners. The focus,
however, is on road/outdoor cycling.
Hip and modern, the store does not discriminate on who comes in our door.
If you love cycling, we’ll help you find your speed – bespoke style.
3. CLIENTELE
• Beginner to seasoned cyclist
• Ages 18-60
• Recreational cyclist
• Local commuters
• Green consumers
4. STRENGTHS
• Prime location
• Quality bikes and equipment
• Culture of excellence + loyalty to customers
• Passionate
• Local
• Hip-factor
5. OPPORTUNITIES
• Demographics – unique client base
• Poor customer service by competing shops
• Developing a brand around a burgeoning neighborhood
• Targeting metro riders
6. THE BRAND
THE LOOK - Visual identity
Logo and logo usage
Color palette
Typography
THE FEEL - Personality
Attributes
THE MESSAGE - Messaging
Taglines
Key messaging
7. THE LOOK
Logo – “made to order”
Serious and bold + playful and fun
The bike was incorporated in to visual convey an inviting to ride with us
Color Palette – goldenrod + grey
Goldenrod is fun but subdued and sophisticated
Grey is reminiscent of the most foundational part of a bike – the frame
Similar to the cyclist – a quiet type of racer – this palette is sleek but strong
Typography
The type’s simple lines are charactertistic of the dynamics of a bike
Letters are lowercase - inviting casualness and removing pretentiousness and traditional grammar
9. THE MESSAGE
bespoke is a haven for bike lovers. More than a bike shop. Guided by simplicity.
Environmentally friendly.
Downright obsessed with bikes.
Committed to community, cycling culture, and customer service.
Truly believe that relationships sell more bikes than a good sales pitch.
We’re your neighbors, and we want to keep it that way.
“What’s your speed?” – our tagline reaffirms the idea that bespoke is tailored
and specific to our customers.
19. STRATEGY 1:
Print ads in the following magazines
Washingtonian Magazine
Prevention
Washington Post
Bicycling
Cycling Times
Wall billboards/posters in Washington Area Metro Transit Stations – focused on beMOBILE
Focused on our commuter audience
Placed at U St. Metro + Dupont Circle Metro Stations primarily
Mobile billboard on Metro Bus lines 90, 92, and 93 (U Street-Garfield Line)
Billboards on these lines will be engage thousands of people daily
Travel between multiple neighborhoods, including 16th St., Adams Morgan, Florida Ave., and Eastern Market
20. STRATEGY 2:
Street Team Marketing
Recruit young, energetic team of bike enthusiasts + bespoke employees
Focused on word of mouth marketing
Postcard style collateral promoting website and social media accounts – card gets them free gift in store
Have a presence at fitness/health/wellness festivals or social events in town
Radio spot with local radio stations
15-30 second radio ad during first 6 months of opening
Target the following:
WTOP – Washington’s top news station
WHUR-FM – Howard University’s radio station
XM Satellite Radio
WGTB – Georgetown University radio station
Ad spots on Pandora for locals with Washington area zip codes registered to their accounts
21. STRATEGY 3:
Presence on social media sites, including Facebook, Twitter, Instagram + website
Team will be responsive to customer feedback
Connect, communicate, and engage with customers as well as promote content in store and online to tie
networks to the store’s daily, weekly, and monthly happenings
Setting community goals + sponsoring community events and social media giveaways
Develop relationships with local bloggers and local online influencers to drive positive reviews + content
Create a rewards program designed around customers earning points
Grand Opening + 6th Month Anniversary/Appreciation Events
Host a grand opening event to celebrate the store’s opening + throw a party to celebrate the 6th month
anniversary of the store being opened
Block party style – music, games, food on behalf of the bespoke team
Advertisement done via social media, the website, and the street team
