Your Story. Our Strategy. Discovered Identity.

Brand Strategy / Advertising / Retail Marketing / Public Relations / Media / Analytics

We believe the core of a brand is its story. People love the story and love telling the story. It is developed with ups
and downs, straight paths and looping curves, but it is yours. Your story is already here.

Our strategy, the right mix, the special sauce. Our core is strategy. Strategy never dominates story, but runs
side-by-side intertwining itself to fill the gaps and strengthen the cover.

Together. Your story. Our strategy. Discovered identity.

 AGENDA
Project Overview

Research Methodology

What Weve Learned

Personifying the Data

The Big Idea

Supporting Creative

Campaign Execution
PROJECT OVERVIEW
Research Methodology

What Weve Learned

Personifying the Data

BUSINESS CHALLENGE

The Faribault Woolen Mill brand is

loved by many, and the story of the
Mills rich history is often told.
Current sales are positive and
profitable, but the mill has the
capacity and resources to increase
volume. To do so, a second-shift work
day would need to be implemented to
allow for the production of more
products. Our task is to fill the
demand of increased production, and
ultimately increase sales.
 OBJECTIVES

1. Create a complementary sub-

brand

2. Research the competitive

landscape and evaluate the
opportunity

3. Design an innovative, non-

traditional communication plan
 Project Overview

RESEARCH METHODOLOGY
What Weve Learned

Personifying the Data

The Big Idea

RESEARCH METHODOLOGY
Quantitative:

Online Survey (N=161)

Qualitative:

Focus Groups (N=6)

In-depth Interview with Faribault Woolen Mill Employees

In-depth Interview with Competitor Employees

Ethnographic Research

Industry Professionals
 Project Overview

Research Methodology

WHAT WEVE LEARNED

Personifying the Data

The Big Idea

Supporting Creative
 THE INESCAPABLE DILEMMA
Millennials want the aesthetic appearance of
high-quality brands without having to pay for them.

Say they would prefer to spend under I shop for brand-names, but I always go
$100 for home goods such as blankets, straight to the sales tab. Kylie Frick, Focus
throws, and pillows. Group Attendee

Source: Survey of Home Goods Owners, N=161, Helix 2016

 MILLENNIALS ARE SEEKING NEW EXPERIENCES

On a typical summer day,

you can find me on a
69% OF
MILLENNIALS
patio/rooftop with a drink in
hand.

69% SAY THEY

CRAVE
79% would like to visit all 50
states, 75% would like to
travel abroad

ADVENTURE

Source: http://www.millennialmarketing.com/who-are-millennials/
 MEANING BEHIND THE PURCHASE
Millennials seek to purchase things that mean something to them.

If someone asks me about a product I own, I want to have a story

to tell. Not just, I purchased it from TJ Maxx because it looks nice.

I dont just like to try new restaurants to try new

restaurants, its about the experience with friends

When folding my Faribault blanket over the couch, I

consciously make sure to have the blue label face-up.

Source: Focus Group of Home Goods Owners, Helix 2016

 Project Overview

Research Methodology

What Weve Learned

PERSONIFYING THE DATA

The Big Idea

Supporting Creative

Campaign Execution
 TA R G E T M A R K E T
AGE Millennial (18-33)

THE STORY BUILDERS RACE

STATUS
LIFESTYLE
Diverse
Single/Dating/Engaged
Urban
EDUCATION Bachelors Degree
SALARY $50-65K+
 Young Professionals who Aspire for Luxury on a Budget

My career is extremely important to me, but right now

financial burdens tend to be overwhelming. Someday I
hope to make it to the top of my profession so I can afford

a lifestyle that impresses others.

Source: Gfk MRI: 2014 Doublebase

Adventure Seekers with a Zest for Life

Life is meant to be an adventure.

Im always up for trying something new and living
life to its fullest. I believe in living in the moment
because you never know what tomorrow will

bring.

Source: Gfk MRI: 2014 Doublebase

Trend Setters who Influence Those Around Them

I constantly follow the latest trends

and fashions and am always one of
the first of my friends to try new products.
Even though I dress more fashionably
than most people, I prefer to buy things

Source: Gfk MRI: 2014 Doublebase

my friends would approve of.

So whats the opportunity at play?
 We believe that the A Faribault
I indulge in product should last as Woolen Mill
things that long as the piece is an
sentimental value it
mean more to essential thread
holds. So weve made
me and my life it our mission to to capture the
beyond their create quality woolen experiences in
material value. pieces that last a the journey
lifetime.
ahead.

Human Insight Brand Purpose Strategic Opportunity

 Were not a
heritage brand,
were a brand
with heritage.
Your 150 Year-Old Story is
Concrete
And Its Time to Share Your Story
with a New Generation.
 Research Methodology

What Weve Learned

Personifying the Data

THE BIG IDEA

Supporting Creative

Campaign Execution

Measurement Strategy
VOYAGER
by Faribault Woolen Mill
 ENHANCED WOOLEN BLEND
WOOL
Durability
Softness

Slows Wear

Felting

NYLON Costs
Source: In-Depth Interview, Fiber Consultant: The Textile Center, Helix 2016
INTERIOR DESIGN CONSULTANT
With the millennial audience in mind, I recommend creating a bit of
range in your variety for exciting shopping by pulling colors from
inspirational sources, such as Sherwin Williams color mix which
focuses on current trends that influence color popularity based on
current society, and add to that palette your staple, timeless primary
colors in muted hues for a fresher feel. You cant go wrong
showing a tasteful twist on the classics
accompanied by a select few colors that are exciting and new.

As a designer, a guideline I often use when mixing patterns is to pay

attention to scale. If you are combining two dissimilar patterns,
make sure youre scale is also dissimilar. Think large scale stripe
with a small scale herringbone. Or a combo of large scale plaid,
small scale houndstooth, and a mid-sized chevron.
All timeless patterns that can be mixed &
matched when the right scale is taken into account.

 DESIGN INSPIRATION
T r e n d i n g C o l o r s
Different Kind Tansy Friendly
Gold Green Green Yellow

Memorable Van Dyke Charming Sherwin Williams professionals,

Juneberry
Rose Brown Pink including architects, color and
designers, inspired by everyday life color
provide color palettes for the passionate.

T i m e l e s s P a t t e r n s The Mas Amore Por Favor color palette

was thoughtfully curated for the
cherished gatherings, lifes daily
celebrations. The color mix chosen is
playful, yet crisp
as it is soulfully vintage.
 What Weve Learned

Personifying the Data

The Big Idea

SUPPORTING CREATIVE
Campaign Execution

Measurement Strategy
Start Weaving Your Story
Bringing to Life Voyager
Concept
Bringing to Life Voyager
Concept
 Personifying the Data

The Big Idea

Supporting Creative

CAMPAIGN EXECUTION
Measurement Strategy
 MEDIA APPROACH

TEASE LAUNCH MAINTAIN

TEASE
 ORGANIC SOCIAL This Monday we are working on something extra special just in time for the
holidays. Find out why in two short months. #MondaysAtTheMill

Generate excitement
for Voyager
products prior to
launch through
Faribaults existing
social channels

Were looking forward to winter more than

ever! Find out why in one week.
 FARIBAULT CUSTOM E-BLASTS

WANT TO MAKE MEMORIES WORTH READY TO START LIVING

KEEPING? YOUR STORY?
Coming November 2017 Coming November 2017
LAUNCH
 PAID SOCIAL MEDIA

Announce launch of Voyager products

through paid social media posts Introducing Voyager by Faribault Woolen Mill.
Push limits. Find new comfort zones.

Boosted posts on Facebook

Promoted tweets on Twitter
Sponsored ads on Instagram
Allows Faribault Woolen Mill to extend
reach of organic posts outside of current
followers and gain an even stronger
following on social channels
 YOUTUBE PRE-ROLL

Pre-roll video on YouTube

#1 website for video
content
#2 website for traffic
Ability to target audiences
based select criteria:
Social Networks
Family & Relationships,
Social Issues & Advocacy
Only pay when people
watch full Voyager spot
Includes desktop, tablet
and mobile users
 DIGITAL BANNERS

Retargeting based on social behavior

Ability to track and target social media interaction with Voyager brand at
the user level (sharing, clicking, liking, etc.)
Social sharing/engagement with home goods, blankets, throws
Clicking on relevant related URLs and sharing them across social networks

Seed Audience Social Connections Anonymous Digital Scaled Relevant

Persona Audience
 YOUTUBE BUMPER ADS

Bumper Ads
Brand new six-second, un-skippable More than 9 in 10
YouTube ad
millennials watch videos on
Designed with a mobile viewer in mind
their mobile device monthly

Benefits of Bumper Ads Include:

Breaking up a long format TrueView video
into short videos In 2015, there were an
Allows for multiple creative iterations cut estimated 77 MM millennial
from the same video digital video viewers,
Highlight different messages representing 92% of all US
millennial internet users

Source: What Are Millennials Up to With Digital Video?, eMarketer, September 2, 2015
 EARLY RESULTS ARE PROMISING

Bumper ads are ideal for driving incremental reach and frequency,
especially on mobile, where 'snackable videos' perform well."

In early tests, Bumpers drove strong lift in upper funnel metrics like recall,
awareness and considerationcomplementing TrueView's strength in driving
middle and lower funnel metrics like favorability and purchase intent."

- Zach Lupei, Product Manger of Video Ads, Google

Source: YouTube Builds 'Little Haikus of Video' With New 6-Second Mobile Ads, AdWeek, April 26, 2016
 VIDEO UNITS ON HULU

Pre-Roll with Banner

Clip Slate
 INFLUENCER OUTREACH

Blog Post Facebook Post

Voyager content pushed out
by bloggers across social
media channels
Approximately 65+ bloggers
Includes one blog post from
each blogger and 10-30
social posts about the
Voyager sub-brand
 SOCIAL MEDIA AND SEO LIFT

Implied 3rd party

endorsement by bloggers
Faribault controls tone of
posts and supplies assets as
desired
SEO positively influenced as
more content is published
about Voyager
 SNAPCHAT

More than 60% of US 13-34 year old

smartphone users are Snapchatters.

7+ Billion video views every day on

Snapchat.

63% of monthly U.S. Snapchat users are

ages 18-34.

10MM active users daily.

Source: US CensusProjections of the Population by Sex and Age for the United States: 2015-2060;
comScore mobiLens February 2015; Snapchat internal data
 START SNAPPING YOUR STORY

Snap Stories allow users to

string Snaps together for
their contacts to view within
24 hours
Create a narrative of a users
day
Can be replayed as many times
as desired
 RED BULL CRASHED ICE

VIP area at 2017 Red Bull Crashed Ice in St. Paul, MN

Attendees chosen through social media receive a Voyager blanket, hand
warmers and hot chocolate to enjoy during the event
Area is sectioned off and branded with Faribault Woolen Mill signage
Create Snapchat filter to use during the event with Voyager
branding
Recommendation
 LAUNCH DETAILS

Timing: November 2017

Total Spend: $200,000
Total Impressions: 12,171,452
Markets: Minneapolis/St. Paul, Cincinnati, Denver
 2017 2018

OCT NOV DEC JAN FEB TOTAL SPEND

Organic Social Posts on Social Feeds Drive Demand Through Messaging $0

Faribault eBlasts Custom eBlasts Promotional Emails $0

Paid Social Facebook, Twitter, Instagram $20,000

SEM Google Ad Words $20,000

Digital Banners ROS Banners $40,000

Streaming Video :15 Spot, :06 Bumper Ads $50,000

Influencers Blogger Outreach $50,000

Snapchat Custom Event Geofilter $100

Red Bull Crashed Ice Sponsorship $20,000

GRAND TOTAL: $200,100

Retail Distribution
 Research Shows: 90% of millennials prefer to shop in-store for home-goods

Source: Survey of Home Goods Owners, N=161, Helix 2016

 A core brands attitude is most damaged when a step-down
line extension is launched under the existing brand name and
sold in the brands existing distribution channel.

Source: https://halshs.archives-ouvertes.fr/halshs-00644893/document
 WHERE YOU ARE
LOCAL BOUTIQUES

HOME RESALE

FASHION
 WHERE TO VOYAGE NEXT
HOME RESALE

PUT THAT MRI INDEX DATA POINT FOR NORDSTROM

AND SOURCE IT

FASHION

OUTLETS
 LAUNCH ZONES

1
2

Source: Gfk MRI: 2014 Doublebase

 Opportunity: Increase Brand Loyalty at a Younger Age

92% of millennials who own a Faribault product would

purchase again

Source: Survey of Home Goods Owners, N=161, Helix 2016

 Go From:

Someday I will
purchase a
Faribault
product, but I
just cant afford
one now.
= $

To:
I can purchase
the Voyager
now, and aspire
to the Blue Label
when I have
more money
= $$

Source: Focus Group of Home Goods Owners, Helix 2016

Engage the Journey
Thank You!
APPENDIX
 The Brief
BUSINESS CHALLENGE
Faribault Woolen Mill is a historic mill nestled along the Cannon River in Faribault, Minnesota that has been weaving woolen products since 1892. They are a brand with
heritage, not a heritage brand, and they pride themselves on high-quality blankets, throws, and scarves that are loomed in the mill. Because of the high-quality products, the
price-point is unattainable for the modern millennial, which leads to an untapped, but promising target market. The first challenge is to create a less expensive sub-brand
with a basic identity program that is differentiated from the original Faribault Woolen Mill Blue Label products. The sub-brand will be a nylon/wool blend that makes the
blankets softer, more durable, and less expensive-- and the new line will have brighter colors and bolder designs fit for a millennial. The ultimate challenge is to seamlessly
add the sub-brand to Faribault Woolen Mill without cannibalizing the Blue Label while simultaneously maintaining the authenticity, quality, and history of the mill.

TARGET MARKET
Modern Millennial | 1981-1996 (18-33 years old) | Urban | Upper
Midwest + West Coast + East Coast | Affluent | Socially Indulgent
We believe that A Faribault
We are talking to individuals who are writing their stories every day I indulge in the product Woolen Mill
through little moments and monumental milestones. They are things that should last as long piece is an
sojourners who travel the world before they are investors who close on mean more to as the sentimental essential
a new home. They are socialites who brunch on the weekends before value it holds. So
me and my life weve made it our
thread to
they are planners who buy groceries for the week. They invest in capture the
beyond their mission to create
experiences instead of things, and place value on the memories made
day-to-day. Whether they are laughing with friends around a bonfire, material quality woolen experiences in
cuddling with their significant other while watching Netflix, hiking value. pieces that last a the journey
Pikes Peak, or training for their next marathon-- they are memory- lifetime. ahead.
seekers. Millennials are also experiencing a life of firsts. They are
starting their first job, marrying their college sweetheart, buying their
first home and having their first child. They want a durable, but
Human Brand Strategic
aesthetic, blanket or throw that can fit their active, yet stylish, Insight Purpose Opportunity
lifestyles. This product needs to accommodate their smaller paychecks
while fulfilling their desire for maximizing memories.
CAMPAIGN LINE: Start Weaving Your Story
 The Brief
CORE PURPOSE
Increase millennial awareness of the Faribault Woolen Mill brand through an affordable sub-brand in order to substantially increase product output.
Measure of Success: The campaign will be pegged successful when FWMs increase in product output and sales requires the mill to start a second work shift.

CREATIVE CONSIDERATIONS
The Missing Sidekick
Blankets dont make the moments, but they make the moments better. Imagine cuddling on a couch on a first date without a blanket. Contact would be limited,
hands would awkwardly be brushing against each other, and the back would be stiffer. Now imagine the moment with a FWM blanket. The couple eases into each
other and hands are interlocked. We want to bring this concept to life with lifes little moments. These ads will be juxtaposed-- on one side, the visual will be a scene
without a FWM blanket, on the other side, the scene is made better with a FWM blanket.
Moments to Consider: A naked newborn baby // A newborn baby wrapped in a FWM blanket; picnic without a blanket // picnic with a blanket; awkward
engagement photo without a blanket // engagement photo with a FWM blanket; Opening a gift on Christmas morning to find a lame gift // opening a gift on
Christmas morning to a FWM blanket. These are just a few ideas for inspiration. Feel free to ideate around this concept.
Adulting Moments
Millennials are making stories every day- some stories are simple (an evening with friends) and some stories are monumental (a wedding day). These moments
should be captured because they highlight the story of a millennials life. This campaign does not imply life-long moments, but instead focus on moments that are
happening right now- this is their life, and they are weaving their own story.

DELIVERABLES
Integrated Marketing Campaign for Faribault Woolen Mill

IMPERATIVES
FWM has a small advertising budget. Helix needs to find small investment opportunities that create big buzz in the marketplace.
Although the sub-brand products will be cheaper, we do not want creative to draw attention to the price. The creative needs to focus on stories and maintaining quality
even with a blend. We cannot cannibalize the Blue Label brand; therefore, the sub-brand needs to clearly be separate from the Blue Label, but still maintain the high-
quality perspective.
The new sub-brand will be the gateway blanket. Brand loyalty to FWM is strong, so we want millennials to purchase their first FWM blanket while they are younger and
aspire to a Blue Label when they are older.
AUDIENCE SUPPORT
 CHELSEA
Socially Indulgent

On a typical summer day, you can find me

on a rooftop-patio with friends, and a
drink in hand.
C H E LSE A Socially indulgent

AGE 28 ABOUT ME
GENDER Female
I would consider myself a very outgoing individual. My friends and I are always striving for the next brunch spot, new
RACE Caucasian
STATUS Engaged brewery, and the best happy hour deals in the city. Working in the career that Im passionate about has allowed for my
LIFESTYLE Urban [sometimes] excessive spending habits (108). I may be still paying off my student loans, and probably will for years to
EDUCATION Bachelors Degree come, but I feel confident in the lateral succession of my career path along with my savings, to do the things I love and
SALARY $65k please with financial stability.

Brands that fit my lifestyle:

 CHELSEA Socially Indulgent
Before I go to bed, I almost always scroll through my Instagram feed.
The internet is a key tool for
staying connected, but not
necessarily for commerce:
Im constantly connected to the
internet via phone, tablet, and
computer (139)
I follow the brands that I really like
on social media (148) for style
influences, potential sales, and for
the great imagery/photography.
Ill buy some things online if there's
a coupon or promo code (123) but
Id much rather shop in-store
Shopping in-store is a great way to
relax and spend leisure time (132)
and I enjoy wandering the stores to
to look for new and interesting
things (117)
TOP DIGITAL DESTINATIONS
Shes into the latest trends, and
cares about her self-image:
I save enough to be safe, but Im
more of a spender than a saver
(108)
Im influenced by whats hot and
whats not (124) and the brands I
buy mostly reflect my style (103)
A celebrity endorsement could
definitely influence me to buy a
product (133) - depending on the
celebrity of course.
Often times, I look to my friends for
advice before making a purchase
(113)
A brands heritage/story plays a
role in her:
Buying American is somewhat
important to me (122) but buying
local is even more important
theres this sense of pride when you
buy something from your
hometown/state.
Im not an activist, but Im more
likely to buy a product thats
natural, because Im somewhat
conscious about the environment
(109)
And I think its important for a
brand to stand for something,
whether its a social cause or
environmental cause (113)
 INFLUENCING PURCHASES
Many external factors influence our targets purchasing
decision, we discovered three common themes:

Americana
60% 1/2
Traditional
Cozy Feel
73%
Of participants Would be more willing Say its important to
surveyed say trending to purchase from a them to support local
brands matter to brand that supports a brands
them cause

Source: http://www.millennialmarketing.com/who-are-millennials/ Source: Survey of Home Goods Owners, N=161, Helix 2016
COMPETITIVE REVIEW
 Mara Hoffman
NIKE Blake Shelton
Powerful Partnerships
Canada Goose
Timberland
1 4 Generational Heritage

UGG
Vast Product Offerings 3
2

National Parks Collection

Native American Heritage 5
 1
4
EST 1830, Pennsylvania

3 Sold in U.S. & Canada

2 Collections/Sub-brands
More than blankets

5 Strong England Heritage

 1
3 More than blankets

EST 1983, Maine

4 Wool, Cotton, Linen, Wool/Cotton Blend

5 Refurbished Mill
2 Pillows/Accessories