The document provides background on the jerky market and insights into the target demographic of "Spontaneous Adventurers." It then details the development of a new jerky brand called NW Refuge Jerky targeting this demographic. The brand positioning focuses on locally sourced jerky that provides sustenance and flavorful experiences for adventurers. Packaging, digital marketing, influencer partnerships, and event strategies are discussed to launch and promote the brand.

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3. I’ve had a rich and adventurous life. I’ve been a Marine. I was a bell hop at a
world famous destination resort. Most recently, I became a proud college
graduate from Portland State University. I’ve traveled all over the US to
places like Philadelphia, Kalamazoo, and San Francisco. I have many hobbies.
I’m an avid scuba diver, craft beer connoisseur, and movie buff, just to name a
few. Some might consider me a Jack-Of-All-Trades. I’m good at a lot of things,
but not necessarily an expert at one thing in particular.
While this may seem like a bad quality to have, I have to disagree. In fact, I
believe this often perceived weakness is actually a great strength, especially
as it relates to my current pursuit of a career in account planning. I’m driven
by my curiosity and desire to learn. I’m compulsively proactive in a world
that’s ripe with exciting opportunities and challenges. To show for it, I have a
wide range of knowledge and an ability to connect the dots to seemingly
unrelated subjects or ideas.
My experiences and knowledge have given me a unique perspective of the
world. But as a planner, it is important to understand the perspectives of the
consumer by seeking out little truths with respect to their thoughts and
behavior. In the right context, these truths reveal insight which can go on to
inspire great creative work.
This is my book which showcases some of the truths I’ve uncovered and the
creative work inspired by it.

6. The top 4 companies account for about 26.4% of the entire jerky market
which is estimated at $1.1 billion in revenue annually. Premium artisan
jerky is an emerging segment of the market with leaders like Epic Bar and
Tanka Bar. This emerging niche is expected to fuel the growth of the
overall jerky market which is projected to hit $1.3 billion in annual revenue
by 2019.
The industry has limited opportunity for substantial growth. Recent
consumer trends have focused on healthy foods from sustainable sources
that also offer flavorful experiences. Category leaders like Tanka Bar and
Epic Bar have been able to differentiate by using only grass fed and free
range animal product.
The jerky market as a whole is highly price sensitive. But consumers are
willing to spend more on jerkies they perceive to be higher quality. In
addition to an increase in spending, consumers tend to be more loyal to
premium jerky brands than the more generic brands.

7. “ ”
Male Outdoor enthusiasts ages 25-35. This demographic makes up 70% of
the outdoor market. They go on outdoor adventures frequently and
spontaneously. Many are college educated with no kids. Their annual
income is about $50k-$70k. They drink frequently and consume media
that reflects the outdoor lifestyle. Jerky is a favorite snack among outdoor
enthusiasts.
They want locally produced foods and beverages. They will consume local
products whenever possible. They crave it for the desired benefits of
freshness, and also, because they want to support the local economy, even
if its at a higher cost.
The target demographic wants brands that invest in their own ideas and
values. Brands can communicate these shared values through product
packaging and media.
Sources:
Personal Interviews

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Spontaneous Adventurers often exert high levels of energy. They depend on food like jerky and energy bars to sustain them throughout their
adventure. They identify with brands that share similar values. Spontaneous Adventurers depend on nutritious food to sustain them through
their adventure, but they are also willing to spend more on nutritious food that also tastes great.

9. Spontaneous Adventurers like brands that share similar values. We needed a
brand that would reflect the values of Spontaneous Adventurers, and it needed
to be authentic and genuine. Inspired by the insight “Spontaneous
Adventurers take their comfort with them”, we created the concept of jerky
being a refuge. Spontaneous Adventurers rely on the nutrition from jerky to
fuel their bodies, especially in the toughest and most grueling conditions. The
savory beer and wine flavors of NW Refuge Jerky not only provides the energy
Spontaneous Adventurers depend on, but it also provides a variety of flavorful
experiences and a sense of comfort.
NW Refuge Jerky is a product that is both sourced and produced locally in the
Pacific Northwest region. Supporting and purchasing local products from local
businesses is important to Spontaneous Adventurers. Therefore, we must
continue to communicate this quality through our branding efforts.
Lastly, having one single brand identity, instead of two, allows us to capitalize
on our brand equity for any future product or brand extensions.

10. Packaging is a vital component to establishing NW Refuge Jerky as a premium jerky brand. We know that Spontaneous Adventurers are willing to spend
more on premium jerky. To better position the NW Jerky brand, we abandoned the format of the previous package. One element that we could not
change was the way they preserved the quality of the jerky. It had to be sealed in a vacuum tight vinyl package. We also found it was important for
customers to be able to see the jerky. In order to work around these requirements, we decided it would be best to utilize 2 layers for our packaging: an
inner vinyl layer and an outer cardboard sleeve. Each sleeve will have a unique logo inspired by a Pacific Northwest landmark or adventure for each
flavor. The package will also summarize the inspiration behind each flavor of our jerky and our brand’s story.

11. Costumers can continue to follow our story online through NW Refuge
Jerky’s official website and social media pages. Spontaneous Adventurers
can learn more about the locally sourced jerky meat from a nearby farm
in Hubbard, Oregon. They can also make online purchases, or find
unique recipes to try on their adventures. Landing pages connected to
the main website will also be an important component for digital
advertising campaigns.
Social Media can be a useful tool in any communication strategy. Mobile
continues to drive accessibility for platforms like Facebook and Twitter.
Other platforms like Instagram, Vine, and Snapchat have emerged on
mobile and are radically reshaping the social media landscape. Engaging
with Spontaneous Adventurers and encouraging them to post, share, and
tag their own stories with our social media accounts will be important in
establishing the authenticity of NW Refuge Jerky as a brand that
Spontaneous Adventurers embrace.

12. Social Influencers are Instagram users with a large established base of
“followers”. Each social influencer has a unique style in which they share
their own stories. To reach the widest audience possible beyond the scope
of NW Refuge Jerky’s own digital media platforms, we located 20 local
social influencers who are known for sharing great adventures. In order for
our plan to work, we needed to inspire these adventurers so they could
inspire their audience. Our plan: Send each social influencer a survival kit
with NW Refuge Jerky for their next adventure.
Essentials for Every Adventure. Each kit comes with 1 Canteen, 5
Matchbooks, 1 Whistle, a package of NW Refuge Jerky, countless
adventures, and a letter to tell our story:
“Dear Influencer,
We’ve noticed that you love adventures too. We’re big fans of your work and would
love to send you our survival kit as a token of our appreciation.
Help us promote our story for your next adventure.“
- NW Refuge Jerky

13. For the greatest impact at local events like the Portland Saturday Market, NW Refuge
Jerky would abandon the typical vendor booth and, instead, create a NW Refuge Jerky
branded camp site experience. This would allow NW Refuge Jerky to stand out to the
targeted demographic of outdoor adventurers and further strengthen itself as an outdoor
lifestyle brand. In addition to delivering a unique vendor experience, jerky camp recipe
cards would be available for all visiting adventurers.

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17. Millennials are part of a rapidly growing market which has seen 51.4%
revenue growth from 2002-2015. As many as 32% of Millennials are
switching from beer to wine. Over 17k Millennials in Portland and up to
209k in the greater Multnomah County area say they drink wine.
Portland has over 100 bars that serve wine which are clustered throughout
various districts such as Belmont, Burnside, The Pearl, and Alberta. Of
those 100 bars, only 15 are dedicated exclusively to wine. Despite the
increase in Millennial Wine Drinkers, none are targeting that demographic.
There are three direct competitors on or near Alberta street. They are
1856 Beer Wine Cider, Every Day Wine, and Cork. They have limited hours
of operation and close before 10:00 PM. Wine tends to sell between $9-
$15 per glass.

18. “ ”
Millennial women ages 23-35. Many are college educated or currently in
college. Their annual income is about $30k. Women in this demographic
are more likely to drink wine in groups and like to drink when celebrating
occasions. Millennial men tend to exclusively drink wine on dates.
Despite the prevalence of Millennial wine drinkers, most drink at private
functions and stay away from consuming wine at public venues. Many find
wine bars to be pretentious. They lack knowledge of wine, and as a result,
the experience makes them nervous. Additionally, wine is expensive, so
it’s hard for Millennials with limited discretionary incomes to experiment.
Millennials aren’t against drinking wine in public, but they need to feel
accepted and welcomed. They want a venue that’s homey and
comfortable, has a theme, open late, and has staff that is both young and
relatable.
Sources:
Personal Interviews

19. “
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It’s no secret Millennials love to spend money on food and beverage. The average Millennial spends $174 a month eating out. Millennials are
always looking for new culinary experiences, and they crave the ability to try new things and form their own opinions on what’s good or bad.
They don’t want to pretend a certain wine is good because Robert Parker or some ordained sommelier said so. They just want to enjoy the wine
they actually like.

20. Alberta’s House Wine Bar is the most eclectic wine bar in Portland. We took inspiration
from the Street of Alberta, spiced it with some Portland spirit, and added a feminist
touch to it. The result is a casual wine bar experience that puts a focus on fun and
drinking wine with friends.
We gave the bar a back story. It was the long time residence for Alberta, a rebellious
women who spent a life time fighting the status-quo, partying with the likes of Andy
Warhol, and reveling in the experiences of world travel and foreign cultures. She kept
trinkets of her adventures at her home, which she kept until she died.
With her passing, the house was reopened to a new generation of young adults. Patrons
would be able to enjoy house wines poured from Italian Bota bags and hourly specials
that could “switch” unexpectedly. They would be able to engage with knowledgeable
and approachable bar tenders and sommeliers. If they still had questions, they could
write them anonymously on a chalk board for staff members to answer.
Alberta’s House ditches the established culture of wine bars by placing an emphasis on
the bar experience and cultivating a socially engaging environment Millennials will love.
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21. Switch is a call to action. It’s a challenge to
Millennials to try something different. It asks them
to put down the pint of beer and pick up a
refreshing glass of wine; to go somewhere new,
and allow themselves to indulge in new tastes and
nightlife experiences.
This local publication has over 234k monthly
visitors to it’s website. The Mercury’s readership
profile consists of 54.6% women. 58.2% of the
Mercury's online audience is between the ages of
18 and 34. Advertising online also allows curious
readers to follow the banner link to a landing page.
The landing page allows the reader to discover
more information about Alberta’s House Wine Bar
and why it’s time to make a switch.

22. Word on the street travels fast, especially in Portland when hip new spots opens. Pedicabs can help spread the word by increasing awareness in
high traffic bar districts around Portland. These mobile billboards are able to create a direct line of communication with the target demographic.
They are also more cost effective and provide a higher recall rate than similar advertisement on other Out-of-Home Advertising mediums.

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Alberta may have bucked the system of societal norms, but
she still had a soft spot in her heart for some of its
formalities. We continue to remember Alberta’s quirky
traditions by sending out uniquely themed post cards that
include an invitation to the grand opening of Alberta’s House.
This direct mail initiative targets zip codes in Portland with
especially high density rates of Millennial residences.

24. The grand opening of Alberta’s House Wine Bar will take place at a Last Thursday event. This strategy will allow the bar to capitalize on the
immense amount of foot traffic in the area. To make the biggest impact, A New Orleans styled Jazz Funeral band will play through out Alberta
Street in memory of the life of Alberta. The band will invite customers back to Alberta’s House Wine Bar to celebrate the life of Alberta with a
glass of wine.

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26. Account Planning Intern
Fir Advertising
Portland, OR
June 2015 – August 2015
Field Sales Representative Intern
CDWG
Portland, OR
June 2015 – August 2015
Corporal, CBRN Defense Specialist
United States Marine Corps, Reserves
Portland, OR
January 2009 – July 2015
Jr Marketing Assistant
Oncore Marketing and Media
Santa Ana, CA
May 2012 – November 2012

27. Email: kyle.fordham@gmail.com
LinkedIn: https://www.linkedin.com/in/kylefordham