Bodega — Conceptual PR Plan 2016

Samuel Aronson
Oct 18, 2016 · 9 min read

Summary

Bodega is a Boston-based street-wear boutique specializing in casual men’s wear and sneakers. The store has been active for a bit over a decade and has been gaining traction with increased sales, a growing inventory, and pop-up shops appearing internationally. Bodega has created a niche collection of clothing ranging from extremely high-end foreign brands to relatively affordably priced in-house clothing. The brand’s only points of sale are a single store and an online shop, discounting pop-up shops that occur infrequently and only for limited times. Bodega has made an impact within the Boston street-wear scene by creating a haven for those interested in the culture, but this campaign aims to cement its status as THE Boston street-wear destination. We’ll do this through a combination of community outreach and local engagement, all maintaining Bodega’s signature style. We want every fashion-minded visitor of Boston to have Bodega on their itinerary during their stay. Our aim is to increase sales of signature Bodega apparel by 10% with the out-of-state market and by 5% with the instate market. This will spread Bodega’s branding within the city and surrounding areas without compromising their principles and style in regards to advertisement.

Bodega is a Boston-based street-wear boutique specializing in casual men’s wear and sneakers.

Situational Analysis

Bodega has taken a unique and innovative approach towards advertisement and branding since opening. The brand exclusively uses social media and word of mouth to advertise their store and products. Bodega seems to enjoy being a hidden jewel, as they never take out television, print, or radio ads. Their only outreach occurs on social media. Though most businesses today have a social media presence, few rely on it so heavily. Bodega’s presence is felt in an extremely basic way, however. The brand also enjoys a decent amount of word-of-mouth presence throughout Boston. The mystique of a hidden shop that doesn’t traditionally advertise is marketing in and of itself, as it creates a desire to find out and be “in” on the secret. This desire is reinforced by their social media, which is relatively basic in terms of content, typically just product announcements.

Bodega’s lack of presence has become part of the brand’s identity, as their motto is “Hidden in Plain Sight.” We believe that this is a huge strength for Bodega, as it sets them far apart from any other store or brand that would be otherwise comparable. Though it may be easier to cave in and utilize traditional advertising methods, we do not want to compromise Bodega’s uniquely crafted brand.

Bodega’s lack of presence has become part of the brand’s identity, as their motto is “Hidden in Plain Sight.” We believe that this is a huge strength for Bodega, as it sets them far apart from any other store or brand that would be otherwise comparable. Though it may be easier to cave in and utilize traditional advertising methods, we do not want to compromise Bodega’s uniquely crafted brand. The storefront for the brand’s only physical store has absolutely no signage. It appears as an actual bodega, or small convenience store, and is only accessible through a false door within the storefront. Going through this false door reveals a relatively luxurious space with high ceilings and hard wood floors.

Bodega’s brand identity is encapsulated by its “in-the-know” identity and cutting edge style. The company doesn’t go out of its way to market to potential consumers, only acquiring customers willing to do a bit of work on their own. This has worked to an extent for Bodega, as success has obviously been had to a degree, selling out many, if not all, of their anticipated releases. Their online shop can sell out within minutes, with their physical store selling out in a day or two. The brand’s reach and name has extended far enough to warrant a pop-up shop in Tokyo for a limited time.

The company doesn’t go out of its way to market to potential consumers, only acquiring customers willing to do a bit of work on their own.

Bodega has one direct local competitor in CNCPTS. CNCPTS is a boutique with similar price points that sells relatively similar clothing, though with a high focus on luxury sports wear. Both are located in Boston, however CNCPTS takes a far more traditional approach to advertising. Bodega is further differentiated by the fact that the store carries more artistically “out-there” brands and pieces including the surrealist Japanese brand Cav Empt.

Objectives

The “Boston-Roots” campaign has two main objectives. The first objective is to increase in-store foot traffic from both locals and out-of state visitors. An increase in local foot traffic will help to create and solidify Bodega’s status as THE Boston street-wear destination. Making this element a part of Bodega’s identity will also help increase foot traffic from visitors from out of state by melding it into the culture and experience of Boston as a whole.

The secondary objective is to drive up sales on Bodega’s website from out-of state customers. This will, in theory, be as a result of completing our first objective. By increasing foot traffic to the physical store and making Bodega the Boston street-wear destination, customers all over the country who cannot travel to Boston will be brought to the online shop as an alternative.

The “Boston-Roots” campaign has two main objectives. The first objective is to increase in-store foot traffic from both locals and out-of state visitors. An increase in local foot traffic will help to create and solidify Bodega’s status as THE Boston street-wear destination.

The overarching goal relating to our two primary goals is making Bodega the street-wear fixture of Boston. Street-wear brand Supreme became the street-wear fixture of New York City and proceeded to spread across the world. This campaign aims to replicate the same successes with Bodega while remaining true to the brand’s voice and image. This goal is deeply rooted within the two primary goals, as they each beget the other. Making Bodega the street-wear fixture of Boston will increase its appeal to local and out-of state customers, which in turn drives up the exact kind of sales we’re looking for. Sales will be recorded in regards to customers being locals or visitors following the launch of the campaign. These numbers will be compared to typical averages to see the campaign’s effect.

The overarching goal relating to our two primary goals is making Bodega the street-wear fixture of Boston. Street-wear brand Supreme became the street-wear fixture of New York City and proceeded to spread across the world. This campaign aims to replicate the same successes with Bodega while remaining true to the brand’s voice and image.

Target Audience

The target audience for this campaign can be divided into two distinct groups. The first group is that of males aged 16–28 living in the general Boston area with a heavy interest in street-wear. The secondary target group is males across the nation aged 13–30 with at least a general interest in street-wear.

The first target group, located in Boston, is necessary in order to attain the second target group. This group will help us set the trend of Bodega being the one boutique in Boston others need to visit. They have a deep knowledge of street-wear clothing and culture and help set trends within their respective social groups. This campaign wants them to help set Bodega as a trend.

Bodega being set as a trend by our first group will help us target our second group. Our Boston based group is made up of influencers with a large reach on social media. We’ll be partially relying on this reach to target our national audience. This audience has an interest in street-wear, but not as deep an interest as our first group. They’ll look to the influencers present in the Boston group and find representation of Bodega there.

This group will help us set the trend of Bodega being the one boutique in Boston others need to visit. They have a deep knowledge of street-wear clothing and culture and help set trends within their respective social groups.

We’re aiming at young men who think of fashion as integral to their identity. The type of person who camps outside of a store all night awaiting a sneaker release. Someone whose morning routine includes checking street-wear and fashion blogs for new clothing and designers. These are the type of clients Bodega generally receives, but we want to reach even further.

Strategy

The most difficult part of this campaign is staying true to Bodega’s voice and brand identity of minimalist advertising and “cooler-than-you” attitude. The brand tends to shy away from blatant ads, and employing such tactics may cheapen the brand. This campaign aims to emphasize Bodega’s Boston Roots in an organic way that doesn’t alienate current fans or stray from the brand’s original path. We aim first to build up Boston street-wear fans. We want Bodega to be their go-to for new clothes, brands and designers. The store should be where they find new trends and start their own. These influencers will then go on to post about Bodega’s location and products. These posts will be incentivized with giveaways and coupons, but the posts won’t be coming from Bodega. In this sense, the Boston based influencers will be advertising for the brand, and reaching the secondary market of the rest of the country. People like knowing what’s hot in their community, and positioning Bodega as such will attract exactly who we’re looking for. Their own trendsetting will reach the entire rest of the country, our secondary market, through the internet. This secondary market will then drive up online sales while also making Bodega a destination from travelers coming to the Boston area who are interested in street-wear.

Bodega has a really strong message and identity already. The brand has established a “cooler-than-you” attitude that brings their clients to them, they don’t do the advertising. We want to remain faithful to this image for our campaign. We’re going to deliver Bodega’s brand identity packaged in the form of being a local Boston company. We want to emphasize the fact that Bodega is from Boston, and it’s for the people of Boston. Every fan of street-wear in the general Boston area should have Bodega as their go-to and as part of the culture they associate with Boston. As an extension of this, those visiting Boston will be able to recognize Bodega as a street-wear fixture and a must-see destination during their stay.

The brand has established a “cooler-than-you” attitude that brings their clients to them, they don’t do the advertising. We want to remain faithful to this image for our campaign. We’re going to deliver Bodega’s brand identity packaged in the form of being a local Boston company. We want to emphasize the fact that Bodega is from Boston, and it’s for the people of Boston.

Tactics

The first of our tactics for the Boston Roots campaign will be a free concert. This concert will be announced in advance, but details will be scarce until a few days before the event. It will be headlined by Cousin Stizz, a Boston rapper whom Bodega has worked with before. Other Boston musicians will perform as well. The primary function of this event is to be free for local fans up to capacity. We want this to be an event that shows fans how much Bodega cares about its Boston Roots, and that it wants to give back. Stickers promoting the Boston Roots collection will be given out to those in attendance to place where they please. This event is sure to be covered locally and build favor with our targeted influencers. Stickers being placed in viewable areas by fans will be a bonus as well.

Our other primary tactic will be an Exhibition and sales floor of local creatives’ work. Bodega will post a call to entry for photographers, clothing designers, and artists across all media from the general Boston area to submit their work. Selected works will then be displayed in the Bodega shop in a gallery/auction setting. Artists will have the option to put any of their work up for sale, for which they will receive the entirety of the asking price. We want this to be another way for Bodega to give back and show their commitment to the community. It also shows off their creativity and entrepreneurial spirit. This event will obviously be covered by local news outlets, and artists featured, as well as their friends and family, will advertise the gallery for the brand. These tactics stay true to Bodega’s identity, creating events or spectacles that invite customers to do the advertising for the brand.

We want this to be another way for Bodega to give back and show their commitment to the community. It also shows off their creativity and entrepreneurial spirit.

Evaluation

This campaign hinges on Bodega’s tried and true identity and method. We want to raise local purchasing by 5% and out-of-state purchasing by 10%. Following the launch of the campaign, locations from which customers are purchasing from will be tracked to measure this goal. Overall we think that this could be Bodega’s most successful collection release to date. Bodega should be posed as the street-wear center of Boston and a destination for those visiting.

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