STRATEGY
S&S WORLDWIDE
Brand Strategy, Vision
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PROJECT: Develop a vision, content strategy and marketing strategy for a roller coaster manufacturer.
BACKGROUND: S&S is the leading roller coaster manufacturer in the western United States. The VP of Marketing expressed a desparate need to resolve some negative PR being spread online. They also needed a strategic branding plan that utilized social and emerging media.
OBSERVATIONS: S&S was too fixated on industry competitors and had lost confidence in their own image. They clung to past successes rather than pressing forward toward innovation. The coaster manufacturing industry as a whole has failed to speak to the “riders” and is far too concerned with engineering challenges than designing experiences.
SCOPE: Competitive analysis, Brand analysis, PR and Media analysis, Secondary research on theme park and vacation industry, Strategic recommendations for immediate PR efforts and 3–5 year projection for branding and marketing.
INSIGHT: Other coaster manufacturers are NOT the competition, home entertainment is. Mintel research for the last decade revealed a downward trend in theme parks and overwhelming growth in home entertainment. S&S, as well as competitors, have no vision for what kind of company they must become to survive these trends.
RECOMMENDATIONS: Strategic relationship with a media design consultancy. Job description for a new hire to handle online publicity. Five year marketing and innovation plan. New company vision: “S&S Is The Rider’s Bridge Between The Physical And Virtual Thrill.”