x

Business
Expansion
Implementation
CONTENTS TABL
TABLE OF CONTENTS
College Ranking.......................................................................0
Marketing Strategie
In Person..............................................................................0
Digital......................................................................................1
Brand Ambassador Progra
BA Model Analysis...........................................................2
BA Model Execution.......................................................2
BA Motivations.................................................................3
University #1: University of California, Irvin
University-Specific Insights......................................3
Partnerships......................................................................3
Competitive Landscape.............................................3
Logistics..............................................................................3
University #2: California Polytechnic State
University, San Luis Obisp
University-Specific Insights.....................................4
Partnerships.....................................................................4
Competitive Landscape............................................4
Logistics.............................................................................4
University #3: University of California, Davi
University-Specific Insights....................................4
Partnerships....................................................................4
Competitive Landscape.............................................5
Logistics.............................................................................53

E OF CONTENTS
01 COLLEGE RANKING

COLLEGE RANKING

The ranking system consisted of 5 cross-reference

questions from our Qualtrics responses. The first two
questions we created assessed market demand, while the
remaining three assessed market fit. By assigning numeric
values to each college upon conducting cross-reference
analysis, we were able to determine our top 5 colleges
based on survey data. After producing our ranked list of
colleges, we also used holistic factors like sample size and
client interests to create our final list. 

02
MARKETING
STRATEGIES
02 MARKETING STRATEGIES

MARKETING STRATEGIES
ARKETING STRATEGI
In Person
Truck It Up
Copy:

Facebook event:

Island View Outfitters is taking over your campus with a food truck experience you won't
want to miss! Join us for a day of outdoor fun, music, and screen printing activities while
enjoying delicious food from the Island View Outfitters food truck. Our brand ambassadors
will be on-site to showcase our latest products and give out free university apparel. Don't
forget to share your photos with us using the event hashtag and enter our social media
contest to win free merchandise and discount codes.

Instagram post:

Campus takeover alert! Join us for a day of outdoor fun and fashion with Island View
Outfitters. Get your custom-designed t-shirt printed on-site while enjoying delicious food
from our food truck and listening to good music. Our brand ambassadors will be giving out
free university apparel and selling our latest products. Don't miss out on this unforgettable
experience!

Conclusion: By creating a unique and engaging experiential marketing campaign on a college

campus with a food truck experience in collaboration with Food Truck Promotions, Island
View Outfitters can increase brand awareness and exposure, promote their brand
ambassador program, and create a memorable experience for students.

Content can be taken at the event to create a video of what went down and then that can be
used as an ad for the next time they come (if event is successful it can be a yearly thing such
as on picnic day) 

43% of respondents and

many interviewees said
free products was a great
way to gain exposure
07
02 MARKETING STRATEGIES

MARKETING STRATEGIES
ARKETING STRATEGI
In Person
Campus Life Mural
Description: The Campus Life Mural strategy aims to increase authentic ambassador-
student interaction at tabling. IVO brand ambassadors can set up tabling at a busy part of
campus with a large poster board that says across the top: “My favorite part of life at
[university] is…”. As students pass by, they can engage with the IVO team by writing their
answer to this question on a sticky note or using markers to write their answers on the
board. If ambassadors would like to provide additional incentive, students can be entered
into a merch bundle raffle for participating. 

Insight: This marketing strategy will allow IVO to gain first hand insight on which niche school
references to highlight in their merch since 30.59% of survey respondents reported niche
references to school traditions and student life as their most desired element in school
merchandise (SURVEY Q#26). Additionally, tabling was ranked as the second most effective
method of effective campus outreach, making it a reliable marketing strategy (SURVEY
Q#25). The insights from consumer interviews as well as the BA’s specific input can help
identify the most effective place and time to table this event, preferably at a foot-traffic
heavy part of campus during the school week. Interviews identified Dexter Lawn for Cal Poly
Slo, Ring Road for UC Irvine, and Silo and Memorial Union for UC Davis (Interviewee
#5,CPSLO,GENERAL Interviewee #3, IRVINE, GENERAL, Interviewee #7, DAVIS, SPIRIT). The
short time needed to participate in this tabling event makes it the perfect middle-of-the-
day event for students to engage with on their way to/from classes.

Objective: With tabling ranking as a reliable form of campus outreach and respondents
expressing an appreciation for the community at their colleges, this marketing strategy aims
to combine both of these insights into an effective form of brand engagement (SURVEY
Q#26, SURVEY Q#17). Not only will this tabling event build brand awareness and IVO’s
relation with the student body of each campus, but it will also provide IVO with primary
source data on the niche traditions and campus life that they can integrate into their
merchandise designs.

08
02 MARKETING STRATEGIES

ARKETING STRATEGI
MARKETING STRATEGIES
In Person
Limited Drop Shop
Execution (cont.):

Pre-event Marketing (cont.

After Teaser week follows reveal week where people get a first look at the limited
merchandise line. The reveal could be done in and IVO style video highlighting the new
line and then posted on Instagram (reshared to story
Instagram Copy: “ LIMITED DROP SHOP REVEAL It’s the moment you’ve all been
waiting for… let me introduce you to the [insert the name of the merch line]! Follow
along this week to see all the cool pieces in the collection!
During the week each day should be dedicated to highlighting a specific piece in the lin
Instagram Copy (UC Davis inspired): “Meet the “Picnic Day” Tee The perfect shirt to
keep the party going all day long! ”

During Sell Week

Instagram story posts highlighting each item in the limited collection as well as where/
when the items will be sol
Hold a pop-up shop during specified hours at a high traffic area on campus selling items
until sold ou
Instagram Copy: “Meet us at the [insert location] to get your favorite items from the
Limited Drop Shop [insert collection]! We’re here until [insert time] or until sold out!”

Post Marketin
Tying in the IVO Spotted campaign, Brand ambassadors could do a special IVO spotted
the week after the the limited drop shop closed featuring students wearing things from
the limited dro
Post a “thank you” post wrapping up the limited drop shop session and teasing future
drops. The post could be photos of people wearing the limited drop appare
Instagram Copy: “Thanks for joining us for this quarter’s Limited Drop Shop! See ya
next time!
Crowd source future ideas using Instagram story by posting a question sticker with the
prompt: “what merch would you like to see at the Limited Drop Shop?” This could help IVO
determine other ideas for another Limited Drop Shop collection. 

Conclusion: The intention behind this marketing strategy is to create demand for IVO
merchandise and draw attention to IVO as a brand. The themed merchandise addresses
students’ desire for merchandise highlighting niche school traditions and campus relevant
locations/inside jokes, and the limited nature of the apparel makes it feel more unique.

12
02 MARKETING STRATEGIES

MARKETING STRATEGIES
ARKETING STRATEGI
Digital
“What’d I Wear If…I was an IVO Brand Ambassador”
Execution (cont.)

Specific Events - “Different Outfits I Would Wear to [insert school tradition/event]

Purpose: This video type would aim to highlight more of the niche merchandise IVO
makes and incorporates a mix of school culture and a sense of humor into the
videos.
Description of Copy: The video would feature 4-7 clips (5-7 seconds each) of different
outfit ideas for specific scenarios that are applicable to that university’s student life.
Some examples of specific scenarios for UCSB would be “What I’d Wear if I was…”
Cheering on UCSB at the Cal Poly rival soccer gam
Going to the beach to skip clas
Spending all day on the 8th floor of the library

This type of outfit video calls out more of the specific campus and student life references
that would make the viewer feel a lot more connected to IVO, as the content is overall more
relatable.

Conclusion: By taking a play on an existing TikTok trend, it appeals to the Gen Z audience of
college students and spotlights a wide range of IVO merchandise in really quick and
digestible content. It will ultimately offer a greater connection between the audience and
the brand, as the audience can visually see how IVO’s merchandise can be integrated into
their own life and everyday outfits.

16
02 MARKETING STRATEGIES

MARKETING STRATEGIES
ARKETING STRATEGI
Digital
IVO Across the Coast
Execution (cont.): For post-event marketing, brand ambassadors will announce the winner of
the raffle through a live video or social media post, showcasing their submission and their
school's participation. They will then reach out to the winning school to coordinate the
implementation of the 25% off discount offer. And all participants will be offered exclusive
discount codes as a thank-you for their involvement and to incentivize future purchases.
Finally, brand ambassadors can share a compilation video or photo gallery of the best
submissions from each school, celebrating the diversity and enthusiasm of the participants.

Copy:

Landing page: Get ready for IVO Across the Coast, an epic campaign where you can win big!
Show off your Island View Outfitters pride by posting a picture of yourself in IVO gear on your
campus or in your college town. Don't forget to mention your school and use the campaign
hashtag for a chance to win a bundle of your school's merchandise! Plus, the school with the
most submissions wins an exclusive 25% off discount for one day. Get involved and let's
make your campus shine with IVO!

Social media posts: Get ready to represent your college in style with Island View
Outfitters! Join our IVO Across the Coast campaign for a chance to win a bundle of your
school's merchandise. Show us your IVO pride by posting a photo of yourself in IVO gear on
your campus or in your college town. Don't forget to use the campaign hashtag and mention
your school. Let's see which school will shine the brightest! #IVOAcrossTheCoast

Conclusion: By hosting the IVO Across the Coast campaign, Island View Outfitters can
generate excitement and engagement across multiple college campuses. By leveraging
social media and a raffle-based contest, the campaign encourages students to showcase
their IVO merchandise, creating a buzz and increasing brand visibility. The additional
incentive of a discount offer for the winning school adds a competitive element and
motivates students to participate actively.

19
02 MARKETING STRATEGIES

MARKETING STRATEGIES
ARKETING STRATEGI
Digital
Transition Video with Landscape Merch
Execution: Below is a description of instructions for the TikTok Video to be filmed:

A transition to
(camera flash, hand
swipe, editing etc)

Shot of a sweatshirt The actual landscape or

design
image that was on the merch.

Conclusion: This marketing campaign highlights the creation of merchandise with

references to landmarks surrounding university campuses—a design with heavy student
interest that also aligns with IVO’s past merchandise collections. Many of the selected
universities have unique natural landmarks that students consider to be representative of
campus life and as such, can be leveraged to IVO’s advantage when marketing their vintage
designs.

23
02 MARKETING STRATEGIES

MARKETING STRATEGIES
ARKETING STRATEGI
Digital
Shirt Design Contest
Execution (cont.): For rules and regulations, brand ambassadors should establish that designs
must be in relation to a specific/niche part of the school and that each person can only
submit one design. From here and after the event, brand ambassadors and the IVO team can
select 3-5 of their favorite designs. After that the winner can be decided via IVO posting a
poll on their social media with these 3-5 designs and have viewers vote on them. Winners
and finalists may also earn a cash prize or a free T-shirt and merchandise.

Copy: To all interested in design and art, here is an opportunity to get your art on display: the
IVO design contest. (requirements and rules…)

Conclusion: By holding this t-shirt contest, IVO can tap into a more in-depth engagement
with students on any campus and by allowing them to vote on designs, IVO can get
consumer input on their product line while also crowdsourcing for a new piece of
merchandise. Overall, this campaign will allow for more exposure and a more appealing
product drop/merch line which will lead to increased consumers.

25
BRAND
AMBASSADOR
PROGRAM
03 BRAND AMBASSADOR PROGRAM

BRAND AMBASSADOR
PROGRAM
BA Model Execution
AMBASSADOR BENEFITS (cont.):
MEETINGS WITH THE IVO TEAM
Due to the high-effort nature of this ambassador model, we would recommend that
the IVO team conduct monthly meetings with brand ambassadors. This would allow
brand ambassadors to become highly familiar with the team and IVO’s values as
well as coordinate any materials or marketing necessary for the events they hold.
Emphasizing authenticity and commitment to the brand values is essential to
having successful brand ambassadors, as students do not want
to feel like they are being sold to and prefer genuine
interactions [Interviewee 1]. We would recommend
discussing with ambassadors to quantify their
workload and set clear expectations, but holding
at least 2-3 high effort events or campaigns
quarterly and conducting tabling efforts at
least 3-5 times throughout the quarter
seemed reasonable to our team.

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03 BRAND AMBASSADOR PROGRAM

BRAND AMBASSADOR
PROGRAM
BA Responsibilities
We recommend framing these duties and expectations as opportunities! As previously
touched on in the ambassador benefits section, we believe that the high effort BA model can
be presented as an opportunity to gain professional experience. Based on our listed
marketing strategies, we’ve summarized the main duties of the IVO BA below
Opportunities/Responsibilities for Brand Ambassadors
Event coordination and outreac
In-person tabling events to spread awareness and enthusiastically speak about IVO
at college campuse
Collaborating with local stores and organization
Hosting on-campus events to promote IV
Social media content creatio
Create engaging social media content across multiple platforms (ex. Instagram,
TikTok) to positively promote IVO’s product
Work closely with IVO’s founders
Inform IVO about university specific details on upcoming events, university
traditions, university relevant news, etc
Assist in brainstorming university-specific merchandise and crowd source
suggestions for IVO merchandise

On average, survey
respondents ranked “Social
media content creation” as
the brand ambassador
responsibility that would
excite them the most

[BA Program Q4]

30
03 BRAND AMBASSADOR PROGRAM

BRAND AMBASSADOR
PROGRAM
BA Job Posting and Description
Copy: Attention to all Island View fans! Have your friends at other schools ever asked you
about where your super sweet merch is from? We’re excited to announce that, after over a
decade of creating merchandise for our amazing Isla Vista community, we are finally
expanding to other universities. If you or a friend currently attend [university name] and are
a big fan of our brand, are looking for professional marketing and sales experience, or simply
resonate with our values, we’d love to have you join our brand new Brand Ambassador
Program! 

Job Description: We’re looking for involved and passionate students who are looking to grow
their experience in marketing, sales, or merchandising/fashion and retail! We’re looking for
college students that are very familiar with their school’s traditions and culture, excited to
make authentic connections in their student community, share IVO’s values, and great
communicators. Duties include event coordination and outreach, social media content
creation, and monthly online meetings with IVO’s team in Isla Vista. Perks include free
merchandise, discounts, professional experience, and the opportunity to work closely with
the IVO team!

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UNIVERSITY
OF
CALIFORNIA,
IRVINE
04 UNIVERSITY OF CALIFORNIA, IRVINE

UNIVERSITY #1:
UNIVERSITY OF
CALIFORNIA, IRVINE
Partnerships
Non-profits
Community Action Partnership of Orange County works to “enhance the quality of life in
Orange County (CAP OC) by eliminating and preventing the causes and effects of poverty
by mobilizing and directing resources to programs that assist, educate, and promote self-
sufficiency” (Source). A collaboration between IVO and CAP OC should aim to combine
outdoor experiences, sustainability, and community action to make a positive impact. By
working together, both organizations can leverage their resources, engage their respective
audiences, and promote social responsibility and environmental stewardship within the local
community. The collaboration showcases the shared commitment to making a difference
and creating a more inclusive and sustainable future.

IVO and CAP OC can collaborate on organizing environmental cleanup events in local parks,
beaches, or nature reserves. Volunteers from both organizations, as well as the community,
can come together to clean up litter and raise awareness about the importance of
preserving natural spaces. IVO can provide branded merchandise or giveaways as tokens of
appreciation for participants. The two organizations could also organize outdoor volunteer
days where UC Irvine students can join forces with CAP OC and IVO to participate in
community service activities. This can include park clean-ups, trail restorations, or habitat
preservation projects. Students can contribute their time and effort while fostering a sense
of environmental responsibility and community engagement.

34
04 UNIVERSITY OF CALIFORNIA, IRVINE

UNIVERSITY #1:
UNIVERSITY OF
CALIFORNIA, IRVINE
Partnerships
Campus organizations
Greek Life

Top Fraternities on UC Irvine’s campus include Kappa Sigma and PIKE. Top Sororities include
Alpha Phi, Delta Gamma, and Tri Delta. Brands already collaborate with these groups during
their onboarding periods (usually occurring at the beginning of Fall and Spring quarters of the
school year). Kappa Sigma, one of the largest fraternities at UCI, gets sponsored by
companies like Celcius, Monster, and Buckedup (a pre workout brand) to offer everyone in
the fraternity 50% off the product for completing onboarding [Interviewee 2]. This also
creates strong associations between brands and student groups on campus. 

Greek life tends to be the largest social community– a supportive community within a larger
more individualistic crowd– which would be ideal for IVO to engage with. Collaboration could
look like sponsoring the fraternity or sororities’ rush apparel (usually a themed T-shirt) for a
quarter while offering students who complete onboarding a promotional discount for other
IVO merchandise as well.

36
04 UNIVERSITY OF CALIFORNIA, IRVINE

UNIVERSITY #1:
UNIVERSITY OF
CALIFORNIA, IRVINE
Competitive Landscape
UC Irvine presents a unique opportunity for IVO to enter the market because there is a lack
of alternative university apparel vendors and still a demand for cost-effective merchandise
highlighting niche references to university traditions and student life. Price was indicated as
the most prominent factor influencing UCI students purchasing decisions by 56.25% of UCI
students sampled. At the UC Irvine bookstore, the T-shirts range from $20 to $55,
sweatshirts from $45 to $95, and hats from $20-$35. These prices are comparable to the
price of IVO merchandise and for some items such as sweatshirts, IVO’s prices are even
more affordable. This would make IVO an appealing vendor to students because they are an
affordable option that creates merchandise more in tune with campus culture and student
traditions. 

When it comes to buying things and engaging with brand ambassadors, an interviewee noted
that they don’t want to just feel like they are being sold something saying, “If you come up
and sell to me I will just say no and decline. It's just not for me.” Students want genuine
interactions as well as incentives to “...encourage participation because many college
students don’t have a ton of disposable income” (UCI Interviewee). Beyond engaging with
brand ambassadors, UCI students indicated professional experience opportunities and
compensation as the most notable motivations for actually becoming a brand ambassador.
Specifically, one interviewee noted that “there are definitely a lot of college students
interested in doing influencer-ish things like posting on social media and sponsorships”
(UCI interviewee). This could be a great entry point for IVO to draw in potential brand
ambassadors to establish the brand on UCI’s campus.

38
CALIFORNIA
POLYTECHNIC
STATE
UNIVERSITY,
SAN LUIS
OBISPO
05 CALIFORNIA POLYTECHNIC STATE UNIVERSITY, SAN LUIS OBISPO

UNIVERSITY #2:
CALIFORNIA POLYTECHNIC
STATE UNIVERSITY,
SAN LUIS OBISPO
University-Specific Insights
Out of the 3 selected universities, Cal Poly Slo arguably has the most similar school culture to
UC Santa Barbara. The motivations and purchasing patterns of the students at this school
show a positive prospective market for IVO expansion. Presently, in-person shopping for
merchandise at campus-affiliated stores dominates the purchasing patterns of survey
respondents (52.5%), with only 10% of respondents selecting that they actively purchase
from non-campus affiliated stores (SURVEY Q8). This shows that the official campus store
has a monopoly on the merchandise market purely because of its dominance on-campus.
The majority (36%) of these consumers selected that either merchandise price or
merchandise style was their #1 reason to buy (SURVEY Q11). Convenience of consumption
was statistically ranked the lowest factor of importance to influence purchasing decisions.
This shows that students are willing to make the extra effort for better quality, style, and
priced merchandise. 

Students at Cal Poly expressed a number of things that are lacking in their current
merchandise that they would like to see. 61% of survey respondents selected that niche
references to student life is what they desired to see most in their merch (SURVEY Q26). Of
this group, 81.3% of respondents selected that the surrounding environment and access to
nature was the best feature of their school (SURVEY Q16). This could pave the opportunity
for a landscape/nature based clothing with familiar landmarks. Contrastingly, 18% of
respondents (the majority in this category) said that variety of apparel is in the bottom two
categories for reasons they buy merchandise (SURVEY Q11). This could mean that many
students at Cal Poly Slo aren’t really bothered by the lack of variety and options, but this
could be simply due to the fact that historically there haven’t been many alternatives to
compare to.

41
05 CALIFORNIA POLYTECHNIC STATE UNIVERSITY, SAN LUIS OBISPO

UNIVERSITY #2:
CALIFORNIA POLYTECHNIC
STATE UNIVERSITY,
SAN LUIS OBISPO
Competitive Landscape
Moondoggies is a popular beach surf brand in the San Luis Obispo area. One interviewee
remarked that it is uncommon for a student not to have at least one article of Moondoggies
apparel (Interviewee 5, CPSLO, GEN). It is clear that there is significant competition for
apparel with Moondoggies the brand. Thrifting and secondhand stores are popular in the SLO
community for both style and sustainability reasons. Another motivator to thrift is the low
prices which is a big factor for many college students (Interviewee 6, CPSLO, GEN). A local
bar called Bull’s Tavern is another popular establishment that sells Cal Poly merchandise.
They periodically release a limited edition collection of their merchandise that is available to
students and Slo residents (Interviewee 5, CPSLO, GEN). It is unclear if Bull’s Tavern also hosts
other brands, similar to Scout Coffee, but this could be a potential opportunity for IVO to
explore.

45
UNIVERSITY
OF
CALIFORNIA,
DAVIS
06 UNIVERSITY OF CALIFORNIA, DAVIS

UNIVERSITY #1:
UNIVERSITY OF
CALIFORNIA, DAVIS
Partnerships
Campus organizations
A Davis organization that IVO could partner with is Associated Students of UC Davis
(ASUCD), their student government organization. While ASUCD offers a variety of services, a
branch of ASUCD is ASUCD Entertainment Council which is in charge of organizing concerts
and different entertainment associated events throughout the school year for students. At
these large events, vendors have the opportunity to promote their products and services to
the student body, making it a great time for IVO to sell their merchandise or have event/
concert specific merchandise for students to purchase.

50
06 UNIVERSITY OF CALIFORNIA, DAVIS

UNIVERSITY #1:
UNIVERSITY OF
CALIFORNIA, DAVIS
Competitive Landscape
When asked about alternative options, the interviewee responded that they ‘do not know of
any alternative brands that represent UC Davis well’ (Interviewee 7, Davis, Spirit). They
emphasized that there were student brands and apparel created and offered by students at
different times of year, but it was usually event based rather than generic merchandise. This
was seen through the survey as well, in which respondents typically selected answer choices
between agreeing and not having any opinion on the satisfaction of the alternative
merchandise (SURVEY Q11). In addition, respondents disagreed when asked if they checked
alternative apparel brands often (SURVEY Q23).

Although Davis is an opportune and unsaturated market and has a similar community feel to
IV, there are some obstacles in entry to the Davis market: the current merchandise is
affordable and the Davis community is innately different from the IV community. First, the
merchandise sold at the Davis bookstore is affordable. A hat is $17, a shirt is $20, a crewneck
is as cheap as $50 and a hoodie is as cheap as $45. At IVO, currently a hat is $23, a shirt is
$25, a crew neck is $55 and a hoodie is $48. Although style is the most important purchasing
factor for Davis students, price is a close second and IVO is priced slightly higher than the
Davis bookstore at the moment. 

Another key difference between Davis and SB geographically is that the town is land-locked
and geographically flat. Surrounding Davis are open fields of livestock, most prominently
cows, which is a large part of the culture at Davis. According to our interviewee, merchandise
that are cow related are popular but not regularly available [Interviewee 7, Davis, Spirit.]. On
top of this, over 77% respondents said that they would like to see niche references
implemented in merchandise and school apparel (SURVEY Q26). The only difficulty with this
is that Davis as an inland ‘cow-town’ is highly different from IV as a laid-back beach town.
Although, there might need to be slight changes in merchandise style, focuses, and
statement pieces to overcome this obstacle, it is more than feasible. 

52