2. BRIEF STORY
In 2011, Tiffany Simpson was in her dorm room
at the University of Pennsylvania when she woke up to
terrible news: her best friend and classmate, Athena, had
been sexually assaulted the night before. Athena had
been studying late into the night at the University library
in preparation for an exam the following day, and upon
exiting the library, was confronted by two men. She tried
to resist their attack but her efforts were futile; she was
severely beaten and brutally raped.
Unfortunately, this is only one of thousands of rape and
assault stories that is crippling American women and
families today. Research shows that every two minutes,
someone in the US is sexually assaulted. Furthermore,
a study by the Journal of Adolescent Health indicated
that 19% of women, nearly one in five, said they had been
a victim of attempted or completed rape, either by force
or while they were incapacitated due to alcohol or drugs,
during their freshman year in college or university.
Thus, after learning about her friend’s unfortunate
incident, Tiffany decided to make it her mission to make
a difference in the lives of women around the US and
across the world. It was at this moment that the company
ROAR for Good, with the brand ATHENA under its belt,
was born with the goal to help make women, particularly
female college students, feel safe and secure at any time
and place. Tiffany made it her life mission to tell the world
of Athena’s story so that others wouldn’t have to endure
the same pain and suffering that she and her family went
through.
"EVERY TWO
MINUTES,
SOMEONE IN THE
US IS SEXUALLY
ASSAULTED"
4. TRAJECTORY
AND
ACTIVITIES
MISSION,
VISION AND
VALUES
The trajectory of ROAR as a
company is simple:
“We envision a world where
everyone feels safe and
empowered.”
Throughout the business life cycle, ROAR has taken the
path of making sure that with ATHENA, every person
can feel safe. Reducing violence and the need to increase
women empowerment are issues that the 21st century is
still facing; hence, with ATHENA and the future products
by ROAR, the world will become a safer place. The idea
behind ATHENA is not only to be useful for the current
age and to “save lives” for the short term, but to create a
better world where future generations will feel safe and
ultimately be happier.
ROAR as a company envisions a world with zero incidence
of female rape, sexual assault, or any similar threat or
physical attack via wearable technology combined with
education. In this manner, ROAR seeks to transform society
and empower women by becoming the next generation of
safety and security.
Therefore, taking into account the above vision statement,
ROAR’s missions are the following:
1. To lead the safety and security industry in US
university campuses through technology, innovation
and education, by providing products and services that
will allow female students to feel confident and free of
any type of danger.
2. To help women live their lives to their full potential and
without fear.
3. To change the mindset of society that rape is an
“expected” occurrence in college campuses, and to
convince America that rape and physical attacks can
indeed be significantly reduced and prevented via
education and responsible action.
The core values of ROAR include:
Education, female empowerment, confidence,
responsibility, and empathy.
5. BASIC ELEMENTS
(logo, colours, typography, symbols) – These elements
encompass very clear direction. The colour palette gives
a sense of “safeness” and calmness and is in line with
overall branding guidelines and company’s mission.
MARKETING MATERIALS
(posters, ads, brochures etc.) . These materials are
straightforward and at the same time, delicate. When
targeting people who might have been assault victims
already, each marketing material needs to be coherent
with the mission of the company. Those materials cannot
be aggressive, violent or negative. The opposite positive
feelings are communicated through the marketing
materials of ROAR.
BRAND EXTENSIONS
(clothes, exhibition displays, signages) - Since the launch
of the Indiegogo campaign, ROAR has been invited to
present at various events, exhibitions and conferences.
The corporate identity of the brand extensions during
those events,, has further enhanced ROAR’s brand
awareness and communicated clearly what is the mission
of the company.
VISUAL
CORPORATE
IDENTITY
Similar to the simplicity of ATHENA
as a product, ROAR’s visual corporate
identity is very clear, direct and simple.
The main parts of the visual identity
for ROAR are the following:
Simplicity
6. THE MARKET
AND CURRENT
TRENDS
Wearable Technologies are
smart devices that can be
worn on the user’s body that
have advanced functions such
as wireless connectivity, self
processing capability analytics
and so on.
According to a 2014 press release from International Data
Corporation (IDC), a research company that analyses
future trends, “wearables took a huge step forward over
the past year and shipment volumes will exceed 19 million
units in 2014, more than tripling last year’s sales. From
there, the global market will swell to 111.9 million units in
2018.”
Research has found that empathy levels have declined
by 40% in college students since the year 2000 (Konrath,
O’BrianHsing,2011).Basedonthesexualassaultnumbers
from the top 29 Northeast college campuses from 2008-
2013 (Rocheleau, 2014), sexual assaults have increased as
shown - suggesting a correlation between lack of empathy
and aggression.
Roar designed Athena as a device that women can wear
to protect themselves with the added benefit of looking
like a fashionable accessory. In the wearable tech market
there are several series of gadgets and devices that women
can wear or carry to defend themselves in the event of a
physical attack.
EMPATHY REPORTED SEXUAL ASSAULTS
29 NORTHEST COLLEGE CAMPUSES
7. COMPETITORS
TRADITIONAL
SELF DEFENCE
However, over time, the need
for more readily available
self defence mechanisms
became apparent, due to
their bulky nature and hard
to reach ability in times
when most needed.
In the past few years
smartphones, tablets and
other devices have become
an extension of most people.
Since almost every woman
carries a phone with her, it
provided an opportunity to
place systems on women’s
phones that provide safety.
Many of these apps have
been developed to notify
the police or loved ones
when one is in a dangerous
situation.
Hundreds of apps can be
found on Apple’s App Store
or Google Play Store. Some
ofthemostpopularavailable
in the market are:
VithU, Circle of 6, Woman
Safety Shield, Watch Over
Me and BSafe.
Most work with users
identifying key contacts
that will be notified if a
button within the app is
tapped. The apps alert
family members and
friends when a dangerous
situation may occur via an
emergency SMS. Contacts
can then track in real time
where the device is placed
after the button is pushed.
Nevertheless, if a woman
is attacked it might be
difficult to go through a
phone, look for an app
and trigger a button. It is
also very possible for the
phone to get lost during the
assault, thereby reducing
the reliability of these apps.
SELF
DEFENCE
WEARABLE
TECH
A more recent trend is
creating small wearable
devices which are disguised
tofitjewelleryandcaneasily
be worn by women. These
are not distinguishable
as safety devices. These
gadgets haven’t reached as
many people as the apps,
mainly because apps are
easier to purchase and
cheaper.
Withinthemaincompetitors
of Athena we can find:
Safelet, Stiletto Charms,
Cuff, and Charm Alarm.
Many of them started as
Indiegogo or Kickstarter
projects in the last couple of
years. They are small pieces
that look like jewellery
that are pressed in case of
emergency, activating an
alert alarm or message to
loved ones, the police, or
911.
Since wearable technology
or safety devices hidden
in jewellery are not as
widely used as safety apps,
attackers are not usually
considered to be coherent
that the victim is reaching
for help during the assault.
Some of these devices are
pricedbetween$90and$170.
In social media users have
complained that the price
is a bit high. These gadgets
might be conceived as a
“luxury product” and can
be considered expensive for
the majority of the student
population in the US.
BRANDING
POSITIONING
Roar wants to position
Athena as the self defence
mechanism of choice for
college-going women.
We want women to feel
empowered and safe when
they are associated with
the Athena brand. We want
Athenatobetheonetheyturn
to in a dangerous situation,
a thing that provides the
them a complete sense of
security, and allow them to
feel free and be themselves
no matter where they are.
Until recently, the most
popular selling devices
known for self defence
have been stun guns or
tasers, stun baton or
rings, pepper spray and
the personal alarm.
8. PRODUCT
DESCRIPTION
Safety with one push. Smart
jewellery that emits a loud
alarm messages loved ones
with your location
” MODE OF USE
Athena has been designed very aesthetically and looks
like high end fashion jewellery. It can be flaunted as
a necklace and secured on your waist or belt. Its hook
like securing mechanism ensures that it can be tucked
comfortably into a bag that you may be carrying.
In case of a perceived or impending threat, you can
activate Athena by holding down the button for 3 seconds.
Immediately, a loud alarm will emit from the device. Text
messages with your location are sent to your loved ones.
Your emergency contacts receive a distress text with your
current location.
PRODUCT
CHARACTERISTICS
THAT SHOULD BE
COMMUNICATED:
1. Design- Small and compact. Non obvious and secure.
2. Aesthetics- Visually stunning, multiple classic colours,
can be worn as necklace or belt accessory or bag
jewellery.
3. Efficacy-Failsafe,connectswithmultiplepeople,quick
TONE OF VOICE
Confident, empathetic, encouraging, motivating
Confident
9. SWOT
ANALYSIS
S W
O T
STRENGTH
• Sleek design
• Aesthetically designed
• Light
• Easy to carry
• Easy to use
• Contacts multiple loved ones
WEAKNESSES
• Price point
• Accessibility to device at times of
attack/assault (wearer might be
pinned down or drugged)
• Dependence on internet
• Accidental triggering
OPPORTUNITIES
• Growing concern for safety
• Lifestyle shift- more people are
becoming night owls
• Increasing interest in fashionable
accessories of teenagers
• Frequent incidents of rape and
assault, a lot of such incidents
going viral on social media
• Increasing trends of gifting
THREATS
• Wide variety of types safety devices
in market (sprays/batons/apps)
• Cheaper alternatives
• Campuses can have no accessories
policy
How this product helps us get
closer to our mission?
The company was found with the vision a world where
everyone feels safe and empowered.
A product such as Athena that offers security to women.
When a woman feels secure, she feels like she can fly, she
can be whatever she wants to be. She feels empowered to be
herself and not anxious at all times. She is not suspicious
of every shadow and muffled noise in a dark alley. Athena
makes her look beautiful, cautious but confident, helps her
spread her wings and soar the skies. Athena is a step in
the right direction to get closer to our mission. ROAR- Live
your life boldly and without fear.
10. TARGET
AUDIENCE
Every six minutes, a woman is
raped in the United States.
Even though the total rate of sexual violence committed
against women in this country highly declined around 65%
from 1995 to 2005 (Planty, Langton 2013), the fact is that
number of rapes or sexual assaults has remained almost
unchanged in the last decade. In fact, as we have already
said, the USA is still the nation with the highest number
of rapes per capita, even ahead of other countries were this
kind of violence seems to be more dramatic, such as India.
As we are trying to develop a product to combat this social
scourge, we need to know who the real victims of this
kind violence are. In the following table, we have some of
the statistics about women raped and sexually assaulted
between 2005 and 2010 (the last available) in the United
States (Sinozich, Langton, 2014). Their characteristics are:
Analysing this, we see there are some highlights we have
come up with:
• Regarding the marital status, women who have been
never married and specially those who are separated or
divorced are the ones which suffer more violence.
• According to the household income, «females living
in households in the lowest income bracket (less than
$25,000 annually) experienced rape or sexual assault
victimisation at higher rates than females in higher
income brackets».
• Also rape is more common in rural locations.
• Regarding the ethnic origin, American Indian and
Alaska Natives are the female group which faces more
often this situation. In fact, according to the FBI’s 2012
crime report, Alaska is the state with the most significant
number of rapes reports in the whole country (the report
argues that two possible causes of this might be, in fact,
the high number of American Natives in the region and
also its remoteness) (Rosay, Tara, 2012)We can see the
difference between Alaska and the rest of the states in
this graphic:
However, maybe the most
outstanding point is that this
kind of violence decline with age.
Therefore, females ages 18 to 24 have the highest rate
of rape and sexual assault victimisations compared to
females in all other age groups. «Within the 18 to 24 age
group, victims could be identified as students enrolled in
a college, university, trade school or vocational school or
as non students», so we are not necessarily always talking
about college members or students. Nevertheless, it is
clear that the rate of victimisation is higher in this group.
In fact, according to the Office for Civil Rights from the U.
S. Department of Education, «by the time girls graduate
from high school, more than one in ten will have been
physically forced to have sexual intercourse» (Office
of Civil Rights, 2011) in or out of college during their
university experience.
Another alarming statistic is that, in the case of students,
«the offender was known to the victim in about 80% of
rape and sexual assault victimisations». Specifically, most
of them are committed by the current or former intimate
partners or also friends or acquaintances. In this kind of
cases, females sometimes are confused about what really
happened and they often don’t even recognise these acts
as violations. Therefore, a great number of student victims
(35%) to state that «the incident was not important enough
to report». Consequently, it is really important to promote
prevention, but also it is necessary to develop a more
comprehensive understanding of the problem. In fact, with
this purpose, Obama administration has implemented
policies in order to prevent rape on campuses.
Taking into account all the data
provided, we finally have come
11. Taking into account
all the data provided,
we finally have come
up with a description
of the profile for
our primary target
audience:
• Women
• 16-24 years old. Even females start
their university studies at 18, we
really think it would be also helpful
targetingthosegirlswhoarefinishing
high school and are thinking of going
to the university in 1-2 years time.
• Enrolled in universities all along
the United States (often, residing at
colleges and university residencies)
• Mostly, single or with in relationships
(no necessarily longer than 5-7 years)
• Special emphasis on those with a
household income lower than US $
49,000
• No race distinction
Stakeholders
• Parents
• Professors and teaching staff
at universities and colleges
• Security staff at campuses
• Police
• Government
• NGOs
12. LINDA
BROWN
• Age: 20
• Ethnicity: Caucasian
• Occupation:Advertising and
Marketing Student
• Location: New York
• Status: In a relationship
• Archetype:courageous,
outgoing and admirable
TANISHA
SMITH
• Age: 24
• Ethnicity: African-American
• Occupation:Hotel management
• Location: Boston
• Status: Divorced with one kid.
• Archetype:optimistic, caring and hard
worker
Linda is a hard worker. She is very sociable
and responsive to others. Linda tries to find
balance in her life between studying in the
morning, working out at night and spending
some quality time with her boyfriend at the
end of the day. Her parents are divorced. She
has a part time job working as a receptionist,
but her tuition is paid for by her father. She
would love to explore the world and is trying
to save up to do just that.
Tanisha is a divorced woman who decided to
resume her studies after she left her husband.
She has one son Travis, who is now 3 years
old and needs to go to school soon. She works
double shift- a waitress at a bar near the
university and a bartender by night. She barely
sees her son because of her hectic lifestyle
and time constraints. She has a tough time
managing to pay her tuition and raise her son.
“Life is about balance.
Be kind, but dont let
people abuse you. Trust,
but dont be deceived. Be
content but never stop
improving yourself”
“For every dark night,
there’s a brighter day”
THE
PERSONAS
13. ALEJANDRA
JACOB
• Age: 19
• Ethnicity: Hispanic
• Occupation:Graphic
designer student
• Location: San Francisco
• Status: single
• Archetype:creative,
extrovert, dreamer
Alejandra is known to be the party girl. She
loves going out, partying all night long. She
prefers to be single because she thinks she is
too young to be in a committed relationship
right now. She is well provided for by her well-
to-do doctor parents, and is a little bit of a
rebel, going in to design instead of medicine
like they wanted. She is an average student,
who is unable to focus on her academic studies
because of her busy social life.
“The truth is you don’t
know what is going to
happen tomorrow.
Life is a crazy ride, and
nothing is guaranteed”
ANG SU
• Age: 22
• Ethnicity: Asian
• Occupation: Law Student
• Location: Los Angeles, CA
• Status: Single
• Archetype:ambitious,
realistic and focused
Ang is an A student, very passionate and
ambitious. She loves what she does and gives
her fullest to achieve her goals. She is part of
a highly academic competitive program and
wants to be the remain at the top of her class.
Ang prioritizes her studies over friends and
family. She spends most of her time at the
libraryanddoesn'tleaveuntillate.Sheissingle
and doesn't have time to be in a relationship,
since she practically lives in the library.“Work hard in silence,
let your success be
your noise”
14. TIMING AND
CALENDAR
DATE
The key calendar dates for the
development of the campaign
are the following:
1. Launch of the product is expected to
happen in May 2016. This is a prime time
to target the audience we are interested in.
The graduates of high schools and their
parents will be targeted at this time. Athena
can be considered as graduation gift, or
university going away present. From then
on, every end of the academic year can be
considered as prime time for promotion of
Athena.
2. August - September 2016, during the
“Back to School” season, Athena can be
positioned as a product that needs to part
of the shopping list for every university
student. Both parents and students can be
targeted here are potential buyers. This
time period can be used every upcoming
calendar year.
3. Homecoming week, which happens late
September or early October is also a good
chancetopositionAthenaasagotoproduct
for safety and security. A lot of alumni
and current students are participating in
homecoming activities, hence a prime time
to promote Athena around the campuses.
4. Christmas 2016, is also a prime time to
promoteAthenaamongthetargetaudience.
Special promotions can be used at this time
to increase the brand awareness as well as
the sales. Every Christmas period needs to
be used to reinforce Athena’s position as a
safety and security device among students.
5. Spring Break is an important part of every
student’s life. For Athena, this period
is an opportunity to reinforce the brand
message that safety is important not only
during academic months, but also during
holidays.
1. To reduce number of rapes and physical and
sexual assaults in US University campuses
amongst female students aged 18-24 by 15%
in 18 months.
2. To increase awareness of occurrences of
rape, types of sexual and physical abuse,
and abuse prevention in US Universities by
25% by September 2018.
3. To gain 15% of market share for safety and
security devices targeted to female students
in the US by May 2018.
4. To sell 500,000 ATHENA devices by
September 2017.
SMART
OBJECTIVES
15. THE
STRATEGY
ROAR for Good seeks to position
ATHENA as the leader in safety
and security for women by
communicating the product as
The Next Gen BFF for female
college students in the US,
promoting values of female
empowerment and encouraging
women to live their lives fully
and without fear of danger.
16. THE
RATIONALE
What’s in a friend? A friend is someone who
provides support and is there for you in times
ofneed.Afriendisalsoasourceofjoy,laughter
and fun. By being surrounded by friends, you
feel secure in yourself and worry-free.
What’s in a best friend? A best friend is
someone with whom you have a deeper
relationship,sharingpersonalexperiencesand
a close connection with the friendship values
of trust, respect, and empathy. A best friend is
also someone who brings out the best version
of yourself, helping you reach your aspirations
even in times of uncertainty.
As “The Next Gen BFF”, ATHENA will be
present and proactive in the lives of female
college students. By providing them a sense of
security, ATHENA helps them live their lives
to the maximum potential and to make them
feel confident in who they are. Finally, just like
how your BFF is there for you at all times and
stages of your life to support you and give
you a morale boost, ATHENA will be there to
make females feel safe no matter where they
are and what they’re doing; and when they feel
safe, they have the ability to do anything, be
anything, and make the right choices that will
allow them to achieve all of their dreams.
18. The Next Gen BFF
Our first tactic corresponds to the creation of
an online platform: The Next Gen BFF. This
microsite will contain and present most of the
content related to ATHENA and, at the same
time, it will be conceived as a virtual space
for dialogue and discussion with our target
audience.
The platform will be considered a new avenue
for women to express themselves freely and
to learn from others about empowerment,
confidence-building and safety. This website
is directly linked to the underlying concept
behind our strategy of female empowerment.
The Next Gen BFF platform will be positioned
as the central meeting point of our social
community. Therefore, the sections that will
be found in the microsite will be designed to
achieve this aim.
the
Digital
Platform
01.
19. Under our owned media
platform, the users will find the
following sections:
Conversation hub:
It is important for ATHENA to maintain a positive and
all-encompassing social media presence. ATHENA will
maintain accounts on all the main social media sites
including Facebook, Twitter, Instagram, Snapchat, Google+,
Pinterest, Youtube, Reddit, Imgur, Tumblr etc. using the
hashtag #NextGenBFF. We aim to post inspirational,
motivational, positive and empowering content related
to friendship, bonds, female confidence, freedom, family,
peace, love etc. We want to focus on the positives and not
develop a negative connotation with the ATHENA brand.
Hotline:
Users will have the chance to access a direct chat line with
the company in order to privately share their questions or
concerns about the product. More importantly, if any user
has had a personal experience of assault or date rape, and
doesn’t know who to turn to, they will have the opportunity
to relay their stories and fears to ATHENA’s hotline to get
advice. The hotline managers will be trained counselors
who will, like a BFF, listen without judgement and provide
trained professional advice, guiding users to the proper
resources, authorities etc. depending on the situation.
Blog:
In this section, visitors will find different engaging posts
and articles related to security tips; safety measures to
take at campus or parties; stories of various first-hand
experiences, safety on dates, date-rape drugs, use of the
product along with other related compositions, narratives
or anecdotes. Above all, empowering posts and stories
of friendships, female bonds, confidence building ideas
and feeling proud to be a woman will be included in the
blog. This section will be updated twice or three times per
week. The idea is to enhance the bonds with the users by
providing them useful and stimulating content that can
help young women feel secure and confident. Occasionally,
we will include meaningful user-generated content and
invite posts from renowned bloggers as well.
Webisodes and influencer
content:
A major part of our campaign will be carried out with the
participation of an influencer. As we have conceived our
strategy as a convergent scheme, some of the content
generated from the influencer activity will be published
on this platform (see Tactic 2). In particular, we will
produce a series of webisodes wherein the influencer will
answer user-generated questions. She will address her
mainly female audience, giving advice and tips on how to
be confident, secrets of her success, feeling liberated from
societal norms, body image, the reality of marital or date
rape etc. ATHENA will sponsor these videos with clever
branding sprinkled throughout. This channel will be a
way to position our influencer as relatable and the BFF
everyone wants.
Forum:
This will be an interactive space for users to express their
feelings, doubts, fears and stories. From these sections,
ATHENA will monitor the conversation activity and will
give responses to those who need it. At the same time,
both the forum and the different social media accounts
will be channels through which the company will organize
content and other activities which will involve the audience
(contests, promotions, events etc.)
Online store (E-Commerce):
Since the product is only available online, it is imperative
to create a space which enables our audience to purchase
the device easily. This store will also be the medium where
users would be able to redeem their coupons or other kind
promotions.
Calendar of Events:
Here users will be able to view ATHENA’s calendar of
special events including when and where the informational
sessions will take place. They can click through to see the
planned agenda and which cities the next events will take
place in.
the
Digital
Platform
01.
OWNED
MEDIA
20. Navigational:
1. Number of calls made to the hotline
2. Google analytics - click through rates, conversion
rate, amount of time spent on the platform and on the
specific pages, unique visitors, new vs. returning users,
Where traffic generated from
3. Cookies - to track visitor behavior
4. Content generated - Number of shares/views/likes/
comments in all interactive sections
5. Tone of voice and language of the comments
generated
6. Number of impressions on the calendar
7. Number of views of the webisodes/videos
8. Visitor frequency rate - how many returning users the
platform gets. The frequency as well as the quality of
visits
Metrics:
1. Overall number of units sold via e-Commerce section.
Conversion rate.
2. Cost of conversion rate - how much money was spent
on each sale in order to generate that sale
3. Number of coupons redeemed
Evaluative:
21. Navigational:
1. Engagement rate - Number of clicks/likes/shares/
comments that were generated from the paid media
campaign on social media and google ads.
2. Content Generated - How much content was generated
on the platform, through the paid media. For example,
how many users engaged with the forum on the
platform and how much content was generated here.
3. Google Analytics - How many unique and returning
users were directed to the ATHENA platform from the
paid media campaign.
4. SEO Ranking - How did the standing of the ATHENA
platform position on Google search results for the
security and safety device.
5. Qualitative metrics for content generated - what
language and tone of voice is used by the followers in
the comments and forums.
6. Increase in Social Media following of Athena.
Metrics:
1. Cost vs Monetization - After being directed to the
platform via paid media, how many users bought
the product online. What were the generated sales
compared to the costs of the paid media.
2. Google Analytics - overall how many online sales were
generated from the paid media campaign, which sales
came from which source.
Evaluative:
Online Advertising: SEO/Google
Ads/Facebook Ads/Instagram
Ads
The platform will be promoted basically
through online advertising. The Next Gen
BFFwebsitewillappearpublicisedindifferent
online media and other sites continuously
visited by our target audience in the US:
1. Online media focus on young females between 16-24:
Bust, Self, etc.
2. Colleges and university websites (and even high-
schools) where ad spaces available.
3. Main anti-sexual assault organizations in the US
websites: RAINN, One Love Foundation, etc.
4. Newsletters or other content sent by universities,
colleges (and even high-schools) both to parents and
students
5. Ads on Facebook, Instagram and other potential Social
Media channels.
6. The use of cookies will let us find and follow those users
interested in «safety at campuses», «anti-rape methods»,
etc and we will place ads also on the websites they visit.
PAID
MEDIA
22. Navigational:
1. Number of attendees - How many bloggers were
invited and how many showed up
2. Content Generated - How many of the attendees
generated content on their blogs after the event
3. Tone of blog posts - What language and tone of voice
was used in the blogs, did the blogger like or dislike
the product
4. Comments generated - How did the followers of the
blogger react to the blogs about ATHENA, what
comments and engagement were generated.
5. Increase in the following of social media - Did the fan
base of ATHENA’s SM increase due to the blogs
6. Engagement - Whether the blog post was shared by
readers via different platforms
7. Click throughs on blog links
8. Increase in the number of followers in our own social
media channels due to blogger influence
Metrics:
1. Google Analytics - How many sales were made on the
online platform that were generated from the content of
the blogs
2. Affiliate Marketing - How many followers of the blogger
used the promo code to buy ATHENA on the online
platform
3. Sales through affiliate marketing (i.e. customers who
don't have access to a promo code or if a code has
expired yet stuill continue with their purchase of
ATHENA on the e-commerce section of the platform)
4. Cost vs Monetization, how much money was spent
to convince the blogger to promote, compared to the
amount of sales generated
5. Cost per conversion
Evaluative:
After launching the product and the
#NextGenBFF campaign, every type of
information published online and offline that
is not paid by the brand is considered earned
media.
Blogger event to launch the online
platform.
Bloggers are influential figures that have a good quality and
number of followers who want to know what they have to
say. Therefore, ROAR for Good will organize several events
throughoutkeycitiesintheUnitedStatesinordertopresentthe
ATHENA NextGenBFF platform to bloggers and social media
influencers who can help to spread the use of the website and,
therefore, the acquisition of the device. These events will focus
on explaining to the bloggers two basic concepts: the alarming
data and statistics related to rape in the United States and also
the disturbing impact that this kind of violence can cause on
women for the rest of their lives. Through different activities
and talks, these events will “educate” these media influencers
to become a part of the solution and it will encourage them to
promote ATHENA as the smartest way to tackle this problem.
Of course, these events are thought to have a great impact
as “earned media”; therefore, each blogger/social media
influencer who may agree to collaborate will receive a free
ATHENA. They will also be given a specific promo discount
for their blog which they can share via a link, leading to the
e-commerce section of the online platform or their followers to
make a purchase.
Furthermore, bloggers can interact in the ATHENA platform
by posting information or sharing on their own platforms
some content published about the product, the platform or
even creating consciousness about violence against women.
EARNED
MEDIA
23. Navigational:
1. Number of hashtag on the social media platforms,
generated from the followers
2. Number of tags on the social media platforms,
generated from the followers
3. Measurement of audience growth rate/total followers
4. Number of clicks, views, likes, shares, reposts,
comments
5. Qualitative - kind of comments, feedback from
followers, tone of voice and language
Metrics:
1. Google Analytics - how many sales were generated from
the followers that used the hashtag or tagging of SM
handles
Evaluative:
#NextGenBFF
will be used across social media platforms- All
interactions on social media where ATHENA
has presence will be encouraged to use the tag
#NextGen BFF. This is the campaign slogan
and other than popularising the campaign
and raising awareness about the product, it
will also help us track conversations around
ATHENA and ROAR.
Tagging ATHENA
handles Social Media presence for ATHENA
will include: a Twitter handle, Instagram
page, Facebook page and YouTube channel.
All interactions on social media will tag
these various pages to popularize them and
eventually track these interactions.
SHARED
MEDIA
24. Katy Perry
will be hired by ROAR For Good as a
spokesperson for ATHENA, the brand. Katy
Perry is our choice of influencer because she is
immensely popular in our target segment, her
songs are about empowerment and believing
in yourself - two values our brand resonates
with. She has always maintained a strong
stance against the culture of female abuse
and assault. She has a relatively clean image
in media and is hero worshipped by her fans.
Her interaction with her fans is easy going
and friendly. This makes her association with
Athena very relevant.
As an influencer, Katy Perry will be focused
on spreading news about ATHENA and
her messages will be targeted mainly to US
female college students. She will be featured
as the “Face of Athena” throughout all of the
sub-tactics, which will include the following
activities: Webisodes to be shown on the
platform and as the guest of honour of a series
of campus tour events to universities in key
cities targeting both university students and
bloggers.
The
Influencer
02.
25. Brand wins
Since ATHENA is a new product in a rather
fragmented market, Katy Perry will bring it
the much needed reach and awareness. The
objective of ROAR for Good is not only to sell
ATHENA but also to make women feel safer
and empowered. Katy Perry’s songs are about
empowerment and confidence. This is clearly
a resonance of values of the brand.
Influencer wins
Katy Perry is an active proponent of positive
body image and female empowerment. These
are also values that ATHENA wants to share.
By associating herself with ATHENA, Katy
can further promote this. She can reinforce her
image as a youth idol in a more wholesome
way. She is well known for her quirky fashion
sense. The aesthetic design of ATHENA is
something she’ll definitely be comfortable
flaunting.
Audience wins
To see their favourite celebrity talk about a
very relevant topic is very heartening for the
audience. Our target audience is at a very
vulnerable stage in life and hence, to hear
someone they look up to comfort them and
tell them that they can be safe and still soar
with ATHENA is definitely a win for them.
MAPPING OF
INCENTIVES FOR
katy Perry
26. E-CommerceSectiononPlatform:
People who have “won” passes to the
exclusive campus events where Katy Perry
will be speaking (see Shared Media tactic)
will also receive a coupon at the event. These
coupons can be redeemed on the microsite
e-commerce section to get ATHENA
products at a discounted price.
After completion of purchase, users can pass
on an invitational discount code to their BFF
which must be redeemed within a specified
period of time, e.g. seven (7) days.
the
02.
OWNED
MEDIAInfluencer
Navigational:
1. Number of times the hashtag #NextGenBFF was used
2. Social Media shares/likes/comments regarding the
coupons and invitations
3. Google Analytics - to track the user demographics and
leads
4. Number of invitational discount codes sent to BFFs
Metrics:
1. Number of coupons redeemed
2. Invitations codes redeemed
3. Number of sales generated from this tactic
Evaluative:
27. Navigational:
1. Content generation due to influencer events, likes,
comments, shares
2. Hashtag used - how many times was the hashtag used
due to influencer event and promotion
3. Content generated by the influencer, number of tweets,
facebook mentions, etc
4. content generated on the webisodes - number of
shares, click through rates, comments
5. Increase in the following of social media pages due to
influencer campaign
6. content generated during the events around the
campus with Katy Perry - qualitative metrics, tone of
voice and language of content.
Metrics:
1. Number of sales of the device following the influencer
events
2. Google analytics - track the leads and sales generated
from the influencer campaign
Evaluative:
Katy Perry will star in a series of
webisodes which will be released on our
platform. In these webisodes, as explained
earlier, our influencer will generate video
content giving advice and tips on how to
be confident, secrets of her success, feeling
liberated from societal norms, body image,
date rape, explaining the device usage etc.
At the same time, these webisodes will also
be a way to interact with public. For instance,
some of the sub-tactics developed below
are strongly focused on encouraging users
to directly ask questions to Katy Perry, and
these videos are a perfect and engaging way
to create this relation between the influencer
and the audience. Users will be encouraged
to send questions via Twitter, Facebook,
Snapchat and of course the forum on the
PAID
MEDIA
Next Gen BFF microsite.
These episodes and videos will also be
placed on different advertising spaces, such
as the one mentioned in the paid media
section for the previous tactic (young female
media; official university, colleges, and high
schools websites and newsletters, ads in
different Social Media platforms and Google
Ads, etc.).
Katy Perry will become the spokesperson for
our events. She will also be asked to wear the
ATHENA jewelry device in her videos (where
possible) and to the various different red
carpet events she attends, as well as promote
the product on the red carpet, which will bring
ATHENA into the limelight in an innovative
way.
28. Navigational:
1. Clipping of articles posted by bloggers and journalists
regarding Athena and the university’s events.
2. Number of student attendees
3. Content generated by the students
4. Number of bloggers - How many bloggers were invited and
how many showed up
5. Content generated by bloggers/influencers - How many of
the attendees generated content on their blogs after the event
6. Tone of blog posts - What language and tone of voice was
used in the blogs, did the blogger like or dislike the product
7. Number of likes, comments, shares on Social Media platforms
during the event
8. Real time content generated by the attendees during the
events with the hashtags created for each one on different
social networks. Also how this content is shared, liked,
commented both from quantitative and qualitative point
of view. We are aware that this kind of content can also be
considered as “shared”, but as it is really aligned to this tactic,
we want to track it separately.
Metrics:
1. Google Analytics - How many sales were made on the online
platform that were generated during and after the events
2. Affiliate Marketing - How many followers of the blogger used
the promo code to buy ATHENA on the online platform
3. Sales through affiliate marketing (i.e. customers who don't
have access to a promo code or if a code has expired yet still
continue with their purchase of ATHENA on the e-commerce
section of the platform)
4. Cost vs Monetization, how much money was spent to convince
the blogger to promote, compared to the amount of sales
generated
5. Cost per conversion
Evaluative:
As mentioned, after launching the product our
brand ambassador Katy Perry will visit key
universities in select US cities to talk about
violence against women. Even though this is a
paid/owned media event, the brand will invite
bloggers and social media influencers to help
promote the event online. Like the launch event,
different bloggers and influencers will be given
free products to review and promo codes to
be used by their followers on our e-commerce
section of the platform.
A specific hashtag will be created for each event
in order to monitor attendance and engagement.
Blogs and Articles:
Since web influencers are considered vital for the development
of the ATHENA campaign, some of the previously selected
influential bloggers will be invited to attend the campus tour
events as VIP guests. By giving them this special attention
they will most likely share information about the brand. It
will be beneficial for them as well because they will have the
opportunity of meeting fans in a safe organized event.
Social Media:
As a complement to the blog information and articles that are
going to be posted by web influencers, social media will play an
important role on spreading the word about ATHENA. Having
Katy Perry visit American Universities will generate posts
on several social media platforms from those bloggers and
journalists attending the events.
EARNED
MEDIA
Campus Tour Events with
bloggers, social media
influencers and students
29. Navigational:
1. Number of tweets, Facebook post, Instagram posts
made regarding Katy Perry’s university tours.
2. Number of mentions, comments, shares on ATHENA’s
social media generated by blogger’s published content.
3. Measure the quality of content generated by social
media users: tone of voice, type of comments.
4. Click through rates: how many people went on the
ATHENA’s online platform
Metrics:
1. Number of leads: participants have to register with their
emails so we consider them potential leads.
2. Number of sales generated from webisodes and contest.
Track the sales via Google Analytics
Evaluative:
Tagging ATHENAContest:
ATHENA will run a contest on social media
wherein people will be asked to post pictures
with their real life BFFs with the hashtag
#NextGenBFF. The winners will be hand
picked and awarded tickets to the campus
tour events that are promoted by Katy Perry
(See Earned Media tactics). This contest will
run in select cities for a limited time. The
best pictures of BFFs will get to meet Katy
Perry and her #NextGenBFF at the campus
tour events.
Webisode Questions:
Fans will be invited to ask Katy Perry
questions (on her stance on rape, assault,
her story, why it is important to fight this
growing menace, how to fight it, questions
about ATHENA etc) via Twitter, tagging
the official ATHENA handle and using tag
#NextGenBFF. These questions will then be
answered by Katy Perry on the webisodes
hosted on the platform.
SHARED
MEDIA
30. ROAR was created by
an idea that was beyond
pecuniary gains.
ATHENA is more than
a product for the team at
ROAR.
ATHENA is a way of ensuring thousands of
young women across university campuses in
the United States are safe. Their safety is to
be ensured by letting them feel empowered
and not bound to their dorm rooms.
Hence an important study for ROAR is to see
the decrease in number of reported assaults,
attempted and committed rapes throughout
US universities. The team at ROAR will
convince America that rape and physical
attacks can indeed be significantly reduced
and prevented via education and responsible
action and measure these numbers before and
24 months after the launch of ATHENA.
Safety
31. http://edition.cnn.com/2015/05/20/living/feat-rape-freshmen-women-new-study/
http://www.roarforgood.com
KOSIR, Spela. Personal Safety. Wearable-Technology, March 5, 2015. [online] Available on:
https://www.wearable-technologies.com/2015/03/personal-safety/
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Publishing Date Not Available. [online] Available on:
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