Go Snug

Core Message Platform, Communications Strategy, Product Technical Drawings, E-Commerce Website Design, Trade Show Booth and Retail Display, Kickstarter and Social Media Campaigns, Public RelationS

GoSnug, an outdoor recreation industry startup that created a first-of-its-kind blanket blending the quality of merino wool with the durability of technical fabrics.

 Beginning with a logo and a tagline suggestion, we applied strategic and creative thinking to develop an integrated, cost-effective strategy for launching GoSnug’s brand and product into the outdoor gear and luxury home goods markets. 

 Core Message Platform and Communications Strategy:
We developed a core message platform for GoSnug that targets customers who appreciate both high-performance technical gear, and the fine design and durability of luxury home goods.  The core message platform that describes what GoSnug is - and why it stands apart from the competition - draws on the positive emotional connotations of adventures past and future, as well as the timeless appeal of thoughtfully designed and crafted luxury items for our everyday lives.  In order to represent the cross-appeal for the outdoor and home markets, we developed the tagline “For Home. And Wherever You Roam.” 

Product Technical Drawings, Look Book and Leave Behind Brochure:  
Due to an aggressive launch timeline, the majority of GoSnug marketing materials had to be developed prior to having a finished product on-hand for photographing.  In order to secure a spot in the Venturing Out section of the renowned Winter Outdoor Retailer trade show, and to market the product’s unique outdoor recreation/high design potential, we developed a highly detailed technical drawing that illustrates the product’s proprietary materials, layers, and sizing options.  We also curated and carefully customized a wide selection of imagery that corresponds to the emotional connotations of adventure, comfort, and luxury. An All-Season Performance logo was created to convey the product’s year-round usability. The technical drawings and customized imagery also served as the foundation for the look book that offers a preview of the full product line, a leave behind brochure to highlight the benefits of the GoSnug for specialty retailers, and a feature in the Product Spotlight that will be distributed at the 2016 Winter Outdoor Retailer show.

Trade Show Booth Backdrop, Retail Display and Packaging:
We sourced and carefully customized a mosaic of highly compelling adventure and lifestyle imagery for the GoSnug trade show booth backdrop that will be the centerpiece of the brand’s premiere at the 2016 Winter Outdoor Retailer show in Salt Lake City.  To complement the GoSnug trade show booth backdrop, we designed a product retail display that represents the beauty of the natural world, a sense of adventure, and the high design concepts of luxury goods. The retail displays will also be distributed to specialty retailers when the product is ready for a full market release in mid-2016.

Website:  
We designed and developed an initial product launch website, based on the e-commerce platform Shopify. Website copy was developed using the core message platform as a foundation to describe GoSnug’s leading-edge products, and a company culture that focuses on social and environmental responsibility.  Imagery and layout were based on the design foundations for the product look look and trade show backdrop.

Kickstarter and Social Media Launch Campaigns:  
We developed a comprehensive social media and Kickstarter campaign strategy in order to launch GoSnug to the right audiences at the right time.  With careful attention to brand voice and compelling imagery, GoSnug’s social media channels quickly increased their organic (unpaid) reach by over 10x.  Within the first 10 days of launching the Kickstarter campaign in December, GoSnug had raised over $10K - a significant achievement given the competition for consumer attention during the holiday season. 

Public Relations:
We developed and distributed a press packet targeted toward regional and national media publications in the outdoor adventure and luxury home goods markets.  Using our personal connections and developing persuasive storytelling, we landed GoSnug key placement in statewide gift guides and entrepreneur-focused publications.

Results: 
We transformed the potential challenges of a limited startup budget and a tight timeline into significant opportunity for GoSnug’s market launch. Our cost-effective strategies and marketing tactics ensured GoSnug’s powerful presence at the 2016 Winter Outdoor Retailer trade show; a signature event for the outdoor industry. Marketing materials developed also ensure GoSnug will continue to be recognized as a top quality brand at specialty retailers across the country. GoSnug’s Foundee expressed tremendous appreciation for both the quality of work completed and our ability to deliver on-time and on-budget.