Team Lattice showed a 5 minute video about their experiences before delving into the presentation.
- Consumer Education: hangtags with information about the company’s values and the clothing ingredients and creation process. This will allow the consumer to really interact with the history of each piece of clothing.
- Stickers that can be written upon, to generate content for ideas — to spread the sameunderneath brand. Biodegrade nontoxic stickers.
- Chalk wall poetry can then be put on the walls of buildings with the sameunderneath.com logo at bottom – generated from Stickers #colab
- Projecting comments from a live Twitter feed about the Sameunderneath product on the catwalk of a Sameunderneath fashion show in LA. Sponsored and attended by socially-conscious, high-profile musicians.
- Branding on the inside of the clothing, so that wearers can lift their shirts to show, indeed, that they are wearing Sameunderneath. (Serves as an advertisement for photo opportunities, and a chance to show off nicely toned Yoga-abs?).
- Website relaunch
- Outdoor wallscapes
- Documetnary Series
- Sameunderneath Film Festival
- 30 second Promotion
- T-Shirt Challenge
- Banner Ads
- Pioneer Square Gallery
The Sameunderneath Target Market:
“People who give a Damn”
And for people who love music——>Advertising on Pandora.com”
Lattice team members ended by handing out stickers to everyone in the audience, saying, “Please, finish the statements on these “biodegradable, non-toxic stickers” and place them in locations that are poinigiant (and
Ryan Christensen, Founder of Sameunderneath said, “this idea is genius…(holds up the stickers with fill-in blanks) …when I first began Sameundenerath
An LA Resident Responds to the Sticker Idea
I was live blogging the Colaboratory Presentation as it happened, and I received a reponse to the stickers from @willtorres from Los Angeles, California.
@willtorres: “@caseorganic yeah, i love the stickers idea a lot. i was going to imitate a project i found with stickers throughout the city.”
Looks like their idea will be a great success.
Team Kiwi Presents
Sameundeneath started as an educational curriculum…an idea. Now it has transformed into this business model. This socially responsible business.
“What we want to do is take this and make it big — move it national”.
“We want to take Saemunderneath and turn it into a model of super awesome success”.
Bryan Davidson: Even as Samunderneath grows, there are certain values that must stay the same.
Bryan Davidson’s words were, true, charismatic, thoughtful and provocative, which mirrored exactly the bullet points on the screen.
“You’re not just selling clothes, you’re selling a value system.”
“It is important to keep things small while thinking large. So we propose a new role of Community Director, because the world needs more Ryans.”
Luke Rolka: Consumers these days are really looking for ways to engage in a brand.The director is taking the Sameunderneath values and living and breathing them…becoming the representation of the brand. here in Portland. Then they can take that knowledge and adapt it to a city that they’re going to be running, and see how they can do it there.
Christine Vo: Sameunderneath is known very well in portland right now, but we want to take that internationally.
The T-Shirt Challenge
A way for designers to really get their name out there and show off their work.
Film Festivals, Lecture Series, Art Shows, and a Magazine
This was a decidedly different take then the music /urban street appelation basis of the Team Lattice presentation.
Founding of a Corporate Magazine, each zine with region focus, showing what each of those locations are doing with their local community and the Sameunderneath brand.
Then Unveiled a New Website: in which each of the pages have great design, Documentary Series, Philosophy, Community. “Get Involved” tab.
“What would you say to the world if you had 30 seconds to speak your mind?”
Rebels are encouraged to speak their minds on any subject and submit the video to the Sameunderneath website.
Flyers Embedded with Seeds
In order for you to grow, you have to engage with the customer. How better than by growing pieces of paper? Flyers embedded with Wildflower seeds. They can be buried in the backyard and have the words, “grow your paper and your ideas”.
“Each city’s flyer will have a different skyline, and we will try to get local artists to do the images for them. At every point, it is important to get local artists to do things for the compay…all these things create sustainable organic growth frr your company.
Then at the end presented a marketing plan roundup which included:
Now Ryan has to choose. It is a very intense decision. He leaves to use the restroom.
Sameunderneath had a 1.5 million growth revenue last year. The company is interested in affordable and efficient marketing methods for growth.
It all comes down to the customer base. Are they artsy and into film? Are they into music? The marketing plans seem to target slightly different demographics. Lattice presents an urban grassroots music-base, and Kiwi defines the demographic as a more thoughtful, artsy, film-loving creature.
The success of either marketing plan all comes down to what best fits the true demographic of Sameunderneath consumers.
To Team Lattice: One of your best points was the paper; that pamphlet that has the story that goes into the stores to educate the people. Something that each floor sales staff can read to better understand the product.
To Team Kiwi: We’ve been doing flyers since the beginning of the company, but now we’re starting to do personal invitations. It’s a way to say, we don’t want to waste your time with pieces of paper. With a private invite, people have to go out of their way to ask their friends to attend an event, and it is more word of mouth than objective and detached.
Ryan: This is a really difficult decision. They’re two different plans.
I really liked the fact that Team Lattice had the fill-in sticker that told the story of the brand. At the end of the day, it’s a new version of “hello my name is” Things like that are so personal and so engaged with community. It could go anywhere and be filled in with the culture of that community, that space.
To Team Lattice: I thought you ladies did a great job and restrained it to what really matterned.
In addition, your presentation’s marketing recommendations started small and then went big, just like how Sameunderneath should be growing. If you had shown me the magazine in the beginning, I would’ve discounted it right from the start. Do you have any idea how much it costs to publish something like that?
To Team Kiwi:What I really liked a lot was Bryan. You were kind of the leader of the pack. It wasn’t a presentation—you were being you.
Ryan buys enough time to think, and then makes his decision. It is Team Lattice. But he points out that he doesn’t want to make a decision at all, because both teams came up with exceptional ideas.
“I would like each and every one of you to E-mail me,” he says, “and each of you to come to visit my creative team. I want both teams to be there to put in opinions and voice their two cents.”
The Colaboratory Sameunderneath Discount
Ryan added that, “Between now and the end of the month—everything in the store is $20 from now until the end of the month. Just let the store staff know that you’re a member of Colab and this discount will be available to you”.
I believe Team Lattice did this the best, because they created three distinct and affordable ways in which consumers could weave themselves into the brand’s story while helping to tell that story. The hang tags describing each piece of clothing and the company’s philosophy, the fill-in stickers, and the concert were all integrating factors that weaved the brand into the lives of the consumers.
It has been an amazing experience watching the #Colab members interact with each other and their agencies. I can’t wait to watch how they develop in the future. I’ve never seen such a dedicated and intelligent group of designers work so hard on a project before. Kudos to everyone. Team Lattice and Team Kiwi will go incredibly far, and soon.