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project template

YETI Project Template – Rachel Ratke

History

Document any important milestones or points of interest that might influence your messaging or creative direction.

After researching about Yeti, they really emphasized on how they let their audience always, “tell the story”, and take their company in the direction it needed to naturally go. I’m thinking about taking my campaign in the direction of letting the audience/ customer tell the story. I want it to feel very natural and realistic. I want the age range I’m targeting to be the ones doing the marketing/ promoting this line, but at the same time it feeling very natural and not forced marketing.

Brand Voice

Survey the existing accounts and write down everything that stands out across multiple channels. You might notice colors, image type, image style, words or phrases, types of messaging, use of graphics, font selection, subject matter, etc.

I really looked into Yeti’s Instagram the most because that is where I will be running my new campaign. I noticed:

-       They use the same bold simple font on all of their post

-       They love updating their page highlights (which means they are active on the Instagram stories)

-       All the graphics that they post are very simple. Normally just using the word YETI

-       They have typically long captions for Instagram (longer than the typical ads/ influencers would use)

-       They use marketing tactics like social media influencers, Famous people, etc.

-       Image type is very adventurous and has outdoor settings most of the time

Main Messaging

You will need to develop the main messaging for your campaign including a headline and tagline. Even if you choose to develop a photo story or video, you will need to incorporate or include both a headline and tagline that influenced your direction.

I’m going to go off of the main issue in the world right now (COVID19) because I want to have a very relatable campaign because I think it would be beneficial to the age group I’m targeting (college and high school aged students) and very effective. I feel like high school senior and college seniors (me being one of them) have been very emotionally affected by this so what better way to get someone onboard with a brand than playing/ dealing with their emotions.

Headline – Outdoors are the new normal.  Enjoy it the right way.

Tag line - Get outside. Do it right

Target Audience

What do you want to consider when addressing your target audience? List some characteristics of your target market; what are their habits. Remember that even though you fit into this demographic, not everyone in the demographic is like you. Think outside of your bubble.

Target audience habits: adventurous, graduating college students, graduating college seniors. Bored at home teens, people looking for things to do. Low middle class – to high middle class, male and female (getting everyone on board)

I also don’t want to just limit my audience to just grade school kids/adults so my campaign will also target people who were just affected by COVID19 in general. A lot of people’s lives got put on hold because of this pandemic and these posts and this campaign is going to show them that you can get out doors and have fun while just being in your backyard, weather that be the beach, your back-patio porch, or just your average neighborhood backyard.

Proposal

Write a 200-300-word proposal that outlines what you plan to accomplish during the next three weeks; include as many details as possible and assign due dates to keep yourself on task.

My first task that I will complete is going to be deciding my tag line and my headline. I am going to run this campaign during the COVID19 situation so I want it to be relatable to the age group I’m targeting (high school – college age girls and boys) I don’t want the campaign to be unrealistic outdoor pictures and destinations since many people right now are stuck at their homes without lakes, beaches, and luxury outdoor living situations.

           I’m going to start this “outdoors are the new normal” campaign by releasing a main feed Instagram post with a very simple on brand YETI post with my tagline and headline. The following days I will post photos and short video clips that I have taken on my iPhone throughout the project. Like I mentioned earlier I want to have my photos and clips very relatable and not unrealistic for the circumstances since my campaign is driven around the whole COVID19 situation.

Deadlines

First week- have my tag line and head line figured out and my campaign idea

Second week- get all of my content (iPhone photos, short boomerang clips)

Third week- construct everything together and collect more content if needed

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Rachel Ratke

My Quarantine morning routine-

Mobile video assignment

I want to create a short “story” of my quarantine morning routine that I recently feel like I have perfected because of the current situation going on in the world right now. I want the music to match the moods of each different part of my morning routine. I’m going to go with a light airy font because I felt like that is very me. I’m going to leave some clips with raw sounds and then add some audio over some of the clips for contrast. I also want to make sure that my iPhone has a lot of back lighting so I can get as good of quality on my smartphone as possible. Some clips I will add over a filter, like during the workout section, to make it feel a little grungier to match the mood of the clips. I also really am going to utilize what I learned in the iPhone photography section and get a lot of depth and different shots with my iPhone. I plan on using iMovie to edit off of my phone because I already have the app downloaded. I know I will love this assignment because I create content for a living!

Ps. Hope you are stay safe and healthy!!

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Rachel Ratke

My Sunday Cup – Episode 1

Spend your Sunday morning with Rachel Ratke, a senior college student currently living in Athens, Ga. There has always been something special about Sunday mornings. Enjoy your cup while chatting over new current favorites, life updates, and must have products of the week. Sit-down, relax, and let’s get to sipping. 

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assignment 3

Because we love you… today only share a coffee with your loved one.

Buy one get one free with any drink, at participating Jittery Joe’s coffee shops.

#SharetheLove #BuyOneGetOne #JitteryJoes #CoffeeLovers #TodayOnly

In love with my new 2020 morning routine <3 Partnering with @careof has made it super simple to stay on track with my new health goals this year! Use my code GRETCHEN for 50% off your order when you take their health quiz and sign up online @ careof.com 

Day in the life vlog: Baby Posie gets sick & what our average everyday looks like  

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Rachel Ratke

iPhone photography

For the iPhone photography assignment, I chose to photograph my friend from school. The day I took these pictures the weather outside was very dreary and wet with really not pretty sunlight coming through, and the sky was just really foggy. So, with that being said I decided to have my friend portray a sad emotion. She dressed in all dark colors and I used a white neutral background to break up the background and the foreground. I edited these photos slightly in Lightroom keeping it very grainy and dark with dingy colors and just messing around between saturation, brightness, grains, and a lot of color options that Lightroom has to offer. My visual approach was that I really tried to capture pictures where she was in the foreground and then breaking it up to where there were other objects in the forefront at times as well. I really went with the mood of sad and dark for my whole theme on these 5 images. I really wanted these five images to create a story of a sad girl on a sad day and I feel like between the person, the backgrounds chosen, and the picture editing in Lightroom this mood really comes across.

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For my Static Designs I chose to do an advertisement for Jittery Joes promoting there Buy one Get one free coffee drink sale on Valentine’s day. I really wanted to keep my design as visually simplistic and airy as possible. I was going with a natural color scheme and a very minimal look. I tried to think of what I want to see or feel like when I’m in a coffee shop and this is what came to me. For the main post I decided to do a collage type of design but very minimalistic words and very natural colors. I wanted to include the logo on all three designs so everyone knew what coffee shop the ad was for right away. When it came to the designs for the Instagram story I had in mind that I want the customer “looking for more”. With that being said, I kept the first slide very minimum leaving the viewer having to click to the second to figure out what the deal was. I kept the same boarder and coffee splatters throughout all of my designs along with a coffee heart. I felt this was very on trend since this post will be released on Valentine’s day and it is supposed to give you the feeling of “sharing the love” with that special someone.

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For my Static Designs I chose to do an advertisement for Jittery Joes promoting there Buy one Get one free coffee drink sale on Valentine’s day. I really wanted to keep my design as visually simplistic and airy as possible. I was going with a natural color scheme and a very minimal look. I tried to think of what I want to see or feel like when I’m in a coffee shop and this is what came to me. For the main post I decided to do a collage type of design but very minimalistic words and very natural colors. I wanted to include the logo on all three designs so everyone knew what coffee shop the ad was for right away. When it came to the designs for the Instagram story I had in mind that I want the customer “looking for more”. With that being said, I kept the first slide very minimum leaving the viewer having to click to the second to figure out what the deal was. I kept the same boarder and coffee splatters throughout all of my designs along with a coffee heart. I felt this was very on trend since this post will be released on Valentine’s day and it is supposed to give you the feeling of “sharing the love” with that special someone.