Version 1.0

November 2023

Boulder Co.

Proposal for marketing

15 december 2021

Thank you for taking the time to read this.

Over the next few pages, you’ll find a proposal to help

Boulder Co. with brand building and marketing efforts as you launch your brand to a new market and, eventually, grow to be a household name.

Hello

The job to be done

01

1 Brand

Build a solid brand foundation.

You’ve got a strong community around AKL Boulder Co. and a tight link to the wants and needs of those curious or passionate humans walking through your door. Building an impenetrable brand foundation at this stage is a crucial move as you shift into growth mode. A brand position will make your marketing decisions easier, your spend more efficient, becomes a shortcut to trust and credibility, endows you with a competitive advantage from the off, will improve team retention, means you don’t have to be in 5 places at once, reduces the cost of customer acquisition, makes briefing new team members a breeze ...honestly, the list goes on. (*Studies to back all this up are linked in the appendix, if you want them).

Source: Kantar: A Comprehensive Guide to Brand Equity

2 Movement

Make Boulder Co. a movement.

High growth, wide-spread awareness, brand loyalty - the Brand+Butter way.

Everything we do is guided by our ethical marketing principles.

Foster real communities that are undeniably relevant to the brands we work with.

Develop strategic and creative campaign platforms that drive positive cultural influence.

Work with trusted global partners and support inclusive and local platforms that operate with integrity. Advertise via ethical news outfits - favouring independent and NZ owned outfits our audience know, love and trust. Whether it’s radio, print or digital, we believe we have the ability to keep local news media alive through our advertising spend.

Consider and minimise the carbon footprint and community impact of any advertising campaign at conception stage.

It could work like this...

01

Scenario 1

Boulder Co. lead on marketing

Pulse check with B+B

Boulder Co. lead on marketing

Pulse check with B+B

Boulder Co. Asset tool box

Brand discovery and positioning strategy

Marketing strategy

Month 1

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3

4

5

6

7

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11

Here’s the detail...

Brand discovery and positioning strategy

$5,500k

Discovering your why, what and who for.

Your brand strategy starts with a market sweep and discovery workshop, where we identify your top line audience, competition, unique-selling propositions, core values, mission and brand tone.

We then go away and delve deeper into each element, before developing your strategic guide and creative platform, which will form the foundation of all the other good stuff to come.

You will come away with a bible for your brand; a lens through which you can create business objectives, develop new products, decide on your messaging, create a framework for your marketing. This is particularly important as every piece of marketing activity - indeed, product development, interiors, staff onboarding, anything the business does - is pointing people in the same direction. It gets every member of your team rallying behind the same beliefs and messaging.

Marketing strategy

$5,400k

Once you have your brand foundation in place, we can help you to make a plan to raise awareness and nurture a community around your offering.

This would consist of:

Strategic channel roles and recommendations, running across entire marketing funnel (aware, convert, onboard, create advocates) and could incorporate (but not limited to) channels; social media, digital, print, outdoor, sponsorship, partnerships and PR in a conscious manner.

Unique creative platform, to be applied to all comms, including marketing thought-starters and applied executions for specific channels.

With a clear direction in place, your internal team will be set up to execute your brand and sales comms across all channels. B+B are also very happy to help here, depending on what suits.

We do marketing differently. You know what has worked for you. We’ll add insight, expertise, industry best practice, and market knowledge to your gold, and shape it in a way that sets you up for the win.

Boulder Co. Asset tool box

$2800

Template design + content creation guidelines.

A resource that keeps all Boulder Co. asset creation consistent in look and feel and high quality - even when posts are made on the fly (or climb).

Saves time and errors.

Inclusions:

• Social posts and stories templates (in Canva, for easy use in-house)
  
• eDM template
• Photo and video treatment
  

Pulse check

$800 per session

A switch-on/switch-off strategic accessory to your marketing activity.

An hour's meeting, with some time for us to prep and follow up with planning tools, a roadmap, insights - a crib sheet to supercharge your marketing output.

At a time and frequency of your choosing.

You choose the agenda, or ask us to.

Either way, this is an opportunity to check the pulse on your marketing and sense check your output, bring it back to your objectives, provide creative and strategic direction.

Total cost for B+B strategic foundations and ongoing direction: $16,400 + GST

(assumes 4 x pulse checks)

Scenario 2

B+B marketing implementation

Pulse check with B+B

B+B marketing implementation

Pulse check with B+B

Boulder Co. Asset tool box

Brand discovery and positioning strategy

Marketing strategy

Month 1

2

3

4

5

6

7

8

9

10

11

Here’s the detail...

As we don’t know specific deliverables at this stage, there are three ways we could approach B+B being on the tools for your marketing.

1) We become your marketing co-ordinator.

The local teams are responsible for supplying content, updates etc.

Your marketing co-ordinator will be the central hub responsible for translating them into comms for the business.

The role would be 12 hours a week.

They will be able to brief designers, manage other contractors or suppliers, deliver campaigns, help to organise events, manage partnerships etc.

Cost for B+B marketing co-ordinator: $5,700 + GST per month

2) We plug in as and when you need us.

Whilst we understand the Boulder Co. team would be up for continuing the stellar work already in play for AKL, there may come a time when you need an extra pair of hands (or several).

Our all-rounder plug-in is one point of contact (or more if you'd like), who pulls in the brains + skills of our strategists, creatives, designers, developers when needed.

Think of us as a multi-brained, always firing, expert marketing bolt-on to your team.

For less than you’d pay a marketing coordinator, you’ll get someone on hand each week; an example output per month could be:

• a print campaign

• a month of digital content (social, blog, EDM - deliverables bespoke, according to requirements)

• management of an event or activation

Leaves you time to focus on the areas that need you, or wherever you’re going to have most impact.

Cost for B+B all-rounder plug-in: From $3,500 + GST per month

3) Bring us in on an hourly rate.

In lieu of a specific brief / deliverables, we present an hourly rate that is applicable to anyone in the team.

If working directly with a designer, developer or a marketing co-ordinator, the rate allows for a small amount of time for B+B director input (Zoe or Sophie).

If working with Sophie or Zoe (Strategic or Creative Director), this is their hourly rate.

Core B+B team:

• Graphic designer

• Web developer

• Marketing co-ordinator (/project management)

• Media co-ordinator (media buys, digital campaigns, SEO)

• Strategic director

• Creative director

Though this is the least cost-effective option, it gives you access to the exact person you want for the exact amount of time you need them.

Cost for B+B by the hour: $170 + GST per hour

Case studies

01

Our relationship with OPP spanned two years and gradually transitioned from B+B leading content creation to an in-house marketing co-ordinator taking the reins.

Positioning strategy

Identity guidelines

Marketing strategy

Packaging

Content

Website

Consumer research

Merchandise

A stage for chamber music, a platform for the arts amongst the majesty of the Southern Alps.

With data suggesting young audiences are forging stronger connections with classical music, and the knowledge that this art form needs to be championed by tomorrow's leaders to survive, we set out to create a brand, a community, a festival, that would embrace one and all.

At the World’s Edge launched with three performances across three locations in Otago. The festival has just wrapped up on its third year; with sold-out performances, a programme that has tripled in size since launch, a fortnight of community events and satellite concerts in New York and London.

As their sole brand partners, we’ve been working with the team from strategic foundations at launch to present day - leading their international marketing campaign and developing their impact plan - a sustainability roadmap that will be weaved through their brand.

Positioning strategy

Brand identity

Marketing planning

Content

Integrated ad campaigns

Website

Print collateral

Partnerships

brand+butter

Brand