Created by UGA students in Talking Dog, our student-run advertising agency.

1. The rolling Runway
Talking dog Advertising Case Study
2015-2016

2. The rolling runway rundown
basics
Team
Executive Summary
Background
Story
Meet Silvia & Mission
Research
Competitive Analysis
SWOT & Survey Results
Strategy
Campaign Objectives & Logo Revamp
Creative Brief
Meet Silvia Campaign
Campaign Basics
Executions
Website Tweaks
Hops & Shops Market
Instagram Giveaway
Snapchat Filters
Chapter Visits
Business Essentials
Branded Content
Branded Merchandise
Brand Ambassador Program
Media Kit
The Impact
Social Media Metrics
Conclusion

3. The team
Alyssa Fite
Account Executive
Mallory Ciotti
Assistant Account
Executive
Caroline Fowler
Art Director
Anderson Pearce
Strategic Planner
Lindsay Tuck
Copywriter
Katherine Schwartz
Assistant Art Director &
Social Media Director

4. executive summary
The problem
The Rolling Runway story began when Kendall and Morgan decided to take action in following their
dreams of starting a women’s mobile boutique. The first step, find an Airstream that would be home
to the mobile boutique and that could reach women everywhere and provide them with clothing and
accessories. They found and bought a 1962 Airstream that hadn’t been touched in 15 years and needed
some serious work before it could be home to the Rolling Runway.
Though the mobility is a benefit to having a mobile business, the drawbacks of this nontraditional store
are the lack of permanent location and stable business hours. This has led to low brand awareness for
the Rolling Runway; addressing this issue is focus of the forthcoming campaign.

5. THe strategy
To tackle and increase brand awareness, we created the Meet Silvia campaign to introduce the concept
of a mobile boutique and the brand to Athens and the surrounding areas. Our other goals, which include
increasing social media followers and getting involved in more events in Athens, will be accomplished
through giveaways, sorority chapter visits, a brand ambassador program, an event hosted by Rolling
Runway and website changes. The campaign also includes new branding for the company with a
simpler logo, which we believe will appeal better to the target market, and new essentials including
business cards, shopping bag stickers, and clothing tags.
The impact
The campaign increased brand awareness on Facebook by 15.4%, Twitter by 18.6%, and Instagram
by 35.7%.

6. background

7. the beginning

8. The rolling runway story
Flashback to Spring of 2012 at small tuxedo shop in Athens, Georgia, where co-workers, friends, and
future Rolling Runway founders, Morgan and Kendall, first realized their dream about starting their own
women’s clothing business. Both being college students at the University of Georgia with part-time
jobs, the possibility of opening a storefront seemed out of reach, and that’s when the idea of a mobile
boutique came alive.
Fast forward two years, the drive to fulfill Morgan and Kendall’s dream did not waiver. So, they left the
tuxedo shop behind. Great opportunities and hard work led their dreams to turn into reality. As fate
would have it, they found the retro trailer of their dreams, a silver 1963 Airstream Overlander, which they
named Silvia; this is the start of her story.

9. meet silvia
Morgan and Kendall, two UGA students and friends, decided to follow their dream in starting their own
mobile boutique in 2012. Both being college students with part-time jobs, they soon realized that their
original idea of opening a storefront was not in reach, and this lead them to Silvia. They strived to get an
Airstream, a luxury recreational vehicle, to create their mobile boutique. But, Airstreams do not come
cheap, and they did not want to settle for anything less than their vision. So, they hunted for the Airstream
that would not break the bank but would allow them to fulfill their vision. In a matter of weeks, they had
found the Airstream of their dreams, a 1963 Overlander. It was not in perfect condition, and many people
called them crazy, but they renovated it from the inside out with the help of their family and friends.
They named her Silvia.
mission
The Rolling Runway seeks to provide trendy and affordable styles for women, to accommodate
convenience, and to make sure that everyone who steps into the fully renovated Airstream mobile
boutique not only has a one-of-a-kind shopping experience with a personalized touch, but also leaves
feeling inspired by the power of chasing dreams.

10. research

11. the findings

12. competitive analysis
Direct competitors of The Rolling Runway include Cheeky Peach, Red Dress Boutique, American
Threads, Fabrik, Encore, Heery’s, Fringe, and Pitaya. All of these stores are located in downtown Athens
and appeal to young females aged 18-34 and secondarily to women aged 35-54. Indirect competitors
include movie theaters, coffee shops, and restaurants, where the target market is likely to spend their
disposable incomes rather than spending their money shopping.
Branding Products Social Media Uniquity
The Rolling
Runway
- All promotion
through website
and social media
- Some
giveaways
- Promote
seasonally
- Clothing &
Accessories
- Recently
acquired
Snapchat
- Most active
on Instagram,
showing new
arrivals
- Mobile
boutique, flexible
location
Cheeky Peach
- Deals on
Snapchat
- Heavy promo
codes
- High online
sales
- Giveaways
- Clothing &
Accessories
- Betsy Pittard
Jewelry
- Shoes
- Gifts &
Housewares
- Content
includes deals,
style tips, & outfit
pictures
- How to’s
- Active on every
platform
- Diversity of
content on each
platform
Red Dress
- Leverage
popularity of
brand in online
sales
- Social media:
over 1 million
followers on
Facebook
- Clothing &
Accessories
- Kate Spade
Housewares
- Massive
Instagram
presence
- Featured on
Shark Tank
- Online sales
American
Threads
- Use Pinterest
- Website
promotion when
sign up for emails
- Unique Cali girl
vibe
- Clothing &
Accessories
- Mumu
- For Love and
Lemons
- Promote new
arrivals of sought
after brands
- Multiple
locations, higher
brand awareness

13. Swot
- Unique storefront/concept
- Mobile store
- Ability to create strong brand image
- Affordable clothing
- Unending reach to target market
due to flexible location
- Large amount of growth potential
- Target sorority girls/college
students
- Culture of Athens (markets/events)
- Profit
- Brand awareness
- Brand engagement
- Prom campaign in Springtime
- Find permanent location for more
consistent business hours
- No permanent store/location
- Low brand awareness
- No brand identity
- Not yet profitable
- Owners unable to commit 24/7 to
business
- Established and permanent
boutiques in Athens
- Inability for consistent store hours
strengths opportunities
weaknesses threats
Survey Results
- Surveyed over 50 respondents
- 75% indicated they had never heard of Rolling Runway
- 90% said they would be interested in shopping at Rolling Runway

14. strategy

15. the ideas

16. Campaign Objectives
1. Brand awareness via social media
Increase followers by 50% on Facebook
Increase followers by 30% on Instagram
Increase followers by 20% on Twitter
2. Get involved in more events in Athens (Athens Farmers Market, Sorority Parents Weekends and
Philanthropy Events)
3. Build brand identity through creative campaign
logo revamp
old new

17. Creative brief
Key Fact: Two students at UGA dreamt of starting a mobile boutique while working at a tux shop part-time
in Athens. They found a 1963 Airstream Overlander, renovated it into a mobile boutique, and named her
Silvia (the silver airstream). They offer trendy and affordable clothing and accessories. They now travel
around to markets and events in Athens and the metro Atlanta area and sell clothes from Silvia.
Problem: Low brand awareness is a big problem for the Rolling Runway. Being in an airstream is not the
most conventional storefront, and there is not a permanent Rolling Runway store or location.
Objectives: Build greater brand awareness by increasing followers on social media platforms. Get more
involved in events in Athens such as the Athens Farmers Market, sorority parents weekends, etc.
Establish strong brand image.
Target Audience: Trendy women aged 18-34. Most of these women attend UGA or other surrounding schools.
These women stay current with all of the latest fashion trends, and love to indulge in an affordable new
outfit for themselves.
Insights: Surveyed over 50 respondents, and 75% indicated they had never heard of Rolling Runway, but
90% said they would be likely to shop at RR.
Promise: Rolling Runway promises to deliver stylish outfits for an affordable price to trendy young women.
Mandatories/Media Vehicles: Rolling Runway logo, social media (Instagram, Facebook, Twitter), website
(rollingrunway.com)

18. Meet silvia campaign
The Meet Silvia Campaign is focused on getting to know Silvia, the silver Airstream, that is the home
and backbone to Rolling Runway. The campaign focuses on raising brand awareness, which is our
team’s focus. Based on the Rolling Runway being a new business, we want to introduce it to the Athens
community and make it a well-known local business.
The hashtags #MeetSilvia, #SpotSilvia, and #ShopRiveted are central to the campaign and Silvia’s identity. #MeetSilvia
focuses on facts about Silvia, where she came from, how she has been transformed, and her day-to-day
life. Finding the airstream was an extremely pivotal moment in Morgan and Kendall’s journey to making
their dream of Rolling Runway of reality, so we want to emphasize that. The hashtag #SpotSilvia targets
Silvia as she moves from place to place. The brand promotes events and locations with #SpotSilvia, while
customers can simultaneously #SpotSilvia on their social media accounts as well. #ShopRiveted is a play on
Living Riveted, which is the Airstream company’s slogan. To Live Riveted is to live a life full of adventure,
risk, and travel. The Rolling Runway adopted #ShopRiveted, which correlates to the Airstream community
and relates that to this mobile boutique business and its story. Buying a 1963 Airstream, the owners took
a risk and began renovations to make their dream come alive.

19. The campaign will run on social media (Instagram, Facebook, Pinterest, and Snapchat) for 9 months, from
August 2016 to April 2017. August captures Athens filling back up with students, sorority Recruitment,
and summer days spent outside. Events will be an integral part of the campaign, with Rolling Runway
attending other events and organizing their own. The Meet Silvia Campaign will cost little to nothing to
Rolling Runway given its nature.
campaign basics

20. executions

21. the visuals

22. website tweaks
On the current website, the About Us tab will be changed to Meet Silvia. The copy now focuses on owner’s
Morgan and Kendall’s history and start. The new copy will be central to Silvia and the Meet Silvia
Campaign:
Silvia’s Story began in spring of 2012 at a small tuxedo shop in Athens, Georgia, where co- workers,
friends and future Rolling Runway founders Morgan and Kendall developed a dream about starting
their own women’s clothing business. Both being college students at the University of Georgia with
part-time jobs, the possibility of opening a storefront seemed out of reach, and that’s when the idea
of a mobile boutique came alive.
Fast forward two years, the drive to fulfill Morgan and Kendall’s dream did not waiver, and so they
left the tuxedo shop behind and a mix of great opportunities and hard work lead their dreams to turn
into reality. As fate would have it, they found the retro trailer of their dreams, a silver 1963 Airstream
Overlander, which they named Silvia.
There will also be the addition of a new Press page to showcase the Rolling Runway’s mentions in the
media along with some design changes, such as logo updates, fonts, and an Instagram feed carousel.

23. The Our Progress tab will be changed to Live Riveted and will now encompass the basis of their business,
living (and shopping) riveted. It will still feature the before and after photos of the renovation, but the
copy will be central to their inspiration and the Airstream community they have since joined:
You will often see the phrase “live riveted” used on our social media pages and our merchandise.
Rivets are the cornerstones that founder of Airstream, Wally Byum, built his business on. It is used to
challenge Airsteam owners to have an adventurous spirit. One thing about living riveted is that you
don’t have to have an Airstream trailer to do so. In fact, anyone who is “Doing. Being. Seeing. Experiencing. Overcoming.
Loving. Risking.” – is living riveted. Living riveted is about discovery.
“Living riveted to me is living life full of adventure & risk (like buying a 1963 Airstream that hasn’t been
touched in 15 years and turning it into a boutique) but also pursuing the American dream of traveling.
Since Airstream’s slogan is Live Riveted, it just made since for ours to be Shop Riveted,”
“We learned so much about Airstreams (& ourselves) during the renovation process. We can gladly
say we built our business from the ground up and we try to embody that Airstream spirit in our
business everyday.”
–Morgan Schubert, cofounder of Rolling Runway

24. hops ‘n shops market
CC + RR present: Hops n’ Shops
Creature Comforts and Rolling Runway present Hops n’
Shops. Come out on April 22 to drink quality craft beer and
shop at Athens’ first and only local mobile boutique, Rolling
Runway, and other local vendors. There will be clothing,
jewelry, hand drawn prints, and more.

25. instagram giveaway
In order to live Riveted, you don’t have to have an Airstream trailer to do so. In fact, anyone who is “Doing. Being. Seeing. Experiencing.
Overcoming. Loving. Risking.” – is living riveted. Living riveted is about discovery.
The Instagram contest will begin by introducing this concept to the customers and followers and
engaging them in the Rolling Runway’s history and beginnings. Once the concept of living riveted is
understood, the contest will be presented where followers tag @RollingRunway in their photos that
portray themselves “living riveted.” This will enter them into a raffle to win these signature bracelets.
This contest will tell the story of the Rolling Runway as well as teach the target market about Airstreams
and the concept of Living Riveted. This is important because it encompasses the uniqueness of the
Rolling Runway as compared to its brick-and-mortar competitors. The story behind the company
creates a sense of community, dedication, and risk-taking, which will be communicated to the target
market through this Instagram contest. By having account holders post their own photos and tag Rolling
Runway, rather than having account holders tag themselves & friends in Rolling Runway’s photos, a
connection between the customer and the brand is created. This connection is not about a shirt or even
the bracelet, it’s about the acceptance and shared belief of living riveted.

26. snapchat filters
The Snapchat filters can be used by customers to indicate that they are shopping at Rolling Runway.
They will be geotagged to where Silvia is.

27. chapter visits
Visiting the sorority chapters on UGA’s campus is an instant way to build brand awareness within the
target market. About ¼ of females at UGA are involved in Greek Life, and all members are exact fits to
the target market. Announcing the mobile boutique at chapter meetings will introduce the business to
sorority members. Bracelets can be given away for following the Instagram account, and the boutique
can set up to sell outside after the meeting is over.

28. business essentials

29. the core

30. branded content
The branded merchandise includes pieces to speak to the brand’s identity and logistics of running a
clothing boutique: business cards, clothing tags, and shopping bag stickers.

31. branded merchandise
These extras that can be given to customers when they purchase to further their connection with the
brand. These items all speak to the comprehensive brand identity that the Meet Silvia campaign creates.

32. brand ambassador program
The brand ambassador program will be an incredible asset to the Rolling Runway in terms of building brand
awareness, creating relationships with the target market, and delegating tasks to influencers rather than the owners.
The brand ambassadors will apply to be a part of the program and will then be selected by the owners. The
application will include personal questions, social media followers and engagement, and the creation of a mood
board for the mobile boutique.
Once selected, brand ambassadors will be responsible for the following:
- Creating one blog post per week for the Rolling Runway blog, including photos in the boutique’s clothing and
activities from their personal lives, with encouragement to relate those activities to “living riveted.”
- Researching how competing boutiques are marketing themselves and what tactics they are using; making
suggestions to the owners on how they can market better
- Being present at the Rolling Runway’s events to post on the Rolling Runway social media accounts about the events;
following up with a blog post regarding each event
- Posting once per week on their personal Instagram accounts about promotional codes, sales, events, etc.
- Lastly, the brand ambassadors will go to sorority chapters across campus and make announcements and facilitate
giveaways
The brand ambassadors will benefit by:
- Getting exceptional experience with social media, writing, photography, and running a fashion boutique
- Having their own promotional code that others can use to save 10% on each purchase. For every 10 customers who
use the ambassador’s promotional code, the ambassador will receive one free item of clothing of their choice

33. media kitmeet the owners
Kendall Turnipseed I was raised a Bulldawg
from day one in Athens, GA. I am a
senior at UGA and while my schedule
is hectic, I have learned so much here.
With my business experience, and
Morgan’s fashion degree, together
we make a pretty great team.
& Morgan Schubert I am from Perry, GA, and
came to Athens to attend UGA, where
I graduated with a degree in Fashion
Merchandising in 2014. I took a retail
entrepreneurship class where I learned
aboutnon-traditionalretailstores.Ishared
this with Kendall while working together
and that’s why we work great together,
about rolling runway
Silvia’s Story began in spring of 2012 at
a small tuxedo shop in Athens, Georgia,
where co-workers, friends, and future
Rolling Runway founders Morgan and
Kendall developed a dream about starting
their own women’s clothing business.
Both being college students at the
University of Georgia with part-time jobs,
the possibility of opening a storefront
seemed out of reach, and that’s when the
idea of a mobile boutique came alive.
Fast forward two years, the drive to fulfill
Morgan and Kendall’s dream did not waiver,
and so they left the tuxedo shop behind
and a mix of great opportunities and hard
work lead their dreams to turn into reality.
As fate would have it, they found the retro
trailer they’d always imagined, a silver 1963
Airstream Overlander, which they named
Silvia. It was not in perfect condition, and
many people called them crazy, but they
renovated it from the inside out with the
help of their family and friends, and opened
Rolling Runway officially in August of 2015.
host the airstream
Want to host Silvia for your next birthday,
bachelorette, or work party? Contact
Rolling Runway! There is no cost to book
the Airstream, and we will provide all of
the clothes, a photo booth, and some fun
music to shop to!We are open to anytype
of event, and there is never any pressure
to purchase anything. We love just
sharing our clothes to everyone, and we
would even be happy to donate 10% of all
sales back to the charity of your choice!
website
Don’t have time to host Silvia but want to
shop Rolling Runway’s adorable new styles?
Check out our website atrollingrunway.com! Our
website is full of every item that we have in
the Airstream, and sometimes we even will
send you a coupon through our email list!
drop us a line at shop@rollingrunway.com
Instagram: @rollingrunway
Twitter: @rolling_runway
Snapchat: Rolling Runway
facebook.com/therollingrunway
prom season
With prom season in full swing, Rolling
Runway has stocked Silvia with the
cutest prom dresses to fit every
occasion. We will be visiting local
high schools in Athens to showcase
them, so find out where Silvia will be
next to get yours before they’re gone!

34. impact

35. the wow

36. social media metrics

37. conclusion
The Meet Silvia Campaign encompasses the Rolling Runway’s beginnings, their current happenings,
and their future success. Brand awareness was increased on Facebook, Instagram, and Twitter, and a
Snapchat account was created to better reach the target market. The campaign introduces the mobile
boutique to new events in Athens, including the Athens Farmers Market and sorority parents’ weekends.
The Meet Silvia Campaign also includes the Rolling Runway hosting it’s very own event, making
connections with other local businesses and forming relationships with both new consumers and other
entrepreneurs. A complete brand identity for the business was created through a creative campaign
including a new logo, hashtags for social media, and branded merchandise to better the business.