Alpine Armour

The Goal

In a group of four, we designed a full marketing campaign to promote an event. The final deliverables included social media posts, YouTube video thumbnails, website mockups, and posters. All these deliverables were presented as a marketing pitch to our fictional apparel company.

I was the project manager for four group members.

As project manager, it was my job to compile each group member’s design deliverables into a cohesive project. Once this was complete, we had to describe the full campaign in a final presentation/pitch.

Introduction

The Goal

In a group of four, we designed a full marketing campaign to promote an event. The final deliverables included social media posts, YouTube video thumbnails, website mockups, and posters. All these deliverables were presented as a marketing pitch to our fictional apparel company.

As a group, we chose to create a marketing campaign for a fictional outerwear company.

We had the idea of hosting an event to promote the release of a new jacket. The event would showcase the ski jacket in action during a free ski trip to Whistler for 30 raffle draw winners!

We began with defining our fictional outdoor apparel company Alpine Armour, and their new jacket, The Alta Jacket. We were excited with the idea of the jackets being created completely out of recycled materials giving every jacket a unique design. This gave us, as designers, a unique selling point and allowed us to use a wider variety of existing imagery for our promotional content.

Competitor Analysis

Next, we looked at our real-world competitors to see how we can set ourselves apart. We researched Arc’teryx as a leading brand in the outerwear industry and a host of community events.

We were able to identify flaws in Arc'teryx's community events model and used this to our advantage to design a more inclusive proposed event.

Marketing Campaign Summary

Event Details

Next, we lay out the Ski Trip and Raffle Draw. Users can enter the draw using their email address or Alpine Armour account. Entries are open for 60 days before 30 participants are chosen as winners.

Winners receive a weekend Ski Trip to Whistler with accommodation and lift tickets covered. When the participants arrive, they are greeted with an early access Alta Jacket to wear.

Participants will demo the jacket before the public release. This pre-release will increase brand awareness and build hype for the upcoming public release while these participants post their experiences with the Alta Jacket on social media.

All promotional content includes information on how to enter the raffle. This will act as the primary way of moving users down the marketing funnel by getting them to enter their email addresses on the website.

It is important to highlight the website as the next step for users on each promotional piece.

Imagery

I was thrilled to use my existing imagery in our deliverables!

I removed existing logos from the images and replaced them with the Alpine Armour logo to create a large collection of branded images to promote Alpine Armour.

Conclusion

To conclude, this project was presented to our cohort as a campaign pitch. We took the role of an independent marketing firm, pitching this campaign to Alpine Armour.

Our peers and instructor asked questions and provided feedback as Alpine Armour employees to mimic a real-world client pitch.