PHYSIQUE

Fit, Strong, Athletic, Feminine, Sleek,

RELATIONSHIP

The brand I turn to when I want to feel strong and ​powerful, yet feminine. The brand that feeds my ​confidence and drive to continue making bold decisions.

REFLECTION

Our customer is extremely successful -- grateful for what ​she has already accomplished but still hungry for more. ​The keeps pushing the bar of her own potential.

PERSONALITY

Assertive, Confident, Bold, Ambitious, Adaptable, ​Resilient, “Smart-Sexy”, Unassuming

CULTURE

Empowering Women to take up space, by being bold, ​and assertive. Not being afraid to show you are ​ambitious.

SELF-IMAGE

Capable of handling any nerve wracking situation with ​grace, and assertiveness. She welcomes challenges. She ​knows that by facing every challenge, she simply ​becomes more powerful, confident and inspirational.

PHYSIQUE

Fit, Strong, Athletic, Feminine, Sleek,

PERSONALITY

Assertive, Confident, Bold, Ambitious, Adaptable, “Smart-Sexy”

RELATIONSHIP

The brand I turn to when I want to feel strong and powerful, yet feminine. The ​brand that feeds my confidence and drive to continue making bold decisions.

CULTURE

Empowering women to take up space, by being bold, and assertive. Not ​being afraid to show your ambition.

REFLECTION

Our customer wants to be extremely successful, to leave a legacy. Every time she ​falls, she makes an even stronger more impactful comeback. She’s grateful for ​what she has already accomplished but still hungry for more. The keeps pushing the ​bar of her own potential.

SELF-IMAGE

Capable of handling any nerve wracking situation with grace, and ​assertiveness. She welcomes challenges. She knows that by facing every ​challenge, she simply becomes more powerful, confident and inspirational.

her life Goals

Daniela wants to climb the corporate ladder in her Marketing profession by attending workshops and pursuing certifications. But she doesn’t just live for her job. Daniela wants to have an active social life by traveling with her girlfriends around the world. She also wants to build a long-term relationship with her partner in the hopes of getting married some day in the future.

life Challenges

Budgeting, Competition with Peers, Balancing adulthood with social life, Maintaining a healthy relationship with her boyfriend

Inspo / aspirations

Becoming a famous influencer. Marriage and becoming a mother.

Interests / Hobbies

Shopping, Pilates, Journaling, Creating content for social media

Motivation to use product

Compliments and desire from partner. Look good on Social Media-- portray a certain lifestyle.

what stops her from purchasing?

Price

Sources of Info

Social media, Youtube

Additional

An occasional buyer / sporadic purchaser (average once a year or special occasion for bachelorette party, part of the wedding party or first trip with the boyfriend)

her life Goals

Valentina aspires to be recognized as an industry leader in Public Relations. She puts in countless of hours to achieve results for her clients and works hard to gain new ones. Although she hopes to get married soon and start a family, Valentina first wants to build an empire she is proud of. Valentina also loves to travel in luxury with her girlfriends.

life Challenges

Staying in one place for work, Dating (finding high value men), Balancing long-term financial goals with short-term pleasures and societal pressures (financial expectations and family)

Inspo / aspirations

Competing with or challenging high value men in the industry. Become the highest, best version of herself.

Interests / Hobbies

Traveling, yoga, self-help podcasts. World affairs, politics and economics. Health and wellness education.

Motivation to use product

Feeling like the highest version of herself at all times. Self-care, wearing only high quality materials, always feeling and looking her best even when she is alone.

what stops her from purchasing?

She is very self aware of her long-term goals and before purchasing anything she asks herself, “do I really need this?” Even though she has the disposable income she researches options and is not an impulsive buyer.

Sources of Info

Social media, online news platforms, Youtube

Additional

Besides her career, dating life is her priority so she cares about her well-being and appearance

her life Goals

Frances aims to be a great mother and a great lawyer. She works 3 days at home and 2 days in the office, that way she can be present to raise her children. Her and her husband are financially stable and hope to get their kids a great education. Frances also finds time to keep the spark alive in her marriage. She is looking forward to a romantic trip with her husband in the near future.

life Challenges

Finding time to pamper herself and do things she loves to do

Inspo / aspirations

1. Self-love / Reminder of the highest version of herself!
   
2. Make herself feel sensual again after the baby weight.
   

Interests / Hobbies

Home decor, Photography, and Gardening. Politics, Economics, and other World Affairs.

Motivation to use product

She is always taking care of the family and doing everything for everyone else and once in a while she is reminded to pamper herself with something nice.

what stops her from purchasing?

She forgets about her own needs and/or she is prioritizing something else for her family

Sources of Info

Social Media, online newspaper, TV news channels

Additional

Seeks advice and recommendations from Valentina.

Daniela

Valentina

Frances

product value prop: ​pain reliever / dopamine ​reasoning

Makes her feel special by the compliments ​her partner will give her

Makes her feel like she Is taking care of her ​self

Makes her feel feminine which she rarely ​does because she is always busy being a ​mom

what is the ultimate ​trigger to purchase

Going on a romantic vacation with her ​partner

She is going through a clothing cleanse and ​needs to add o her wardrobe

She has no time to go out and buy clothes si ​she will prefer online options

What value does she ​seek online?

Where to go out, make up tutorials, Day in ​the life, How to’s

Self help, dating advice, fashion inspo

DIY, recipes, home decor Inspo

how do we build a ​relationship

Showing our personality, educating them on ​our history, using trendy music they love

Showing our personality, portraying the ​quality of the product, showing how the ​product can make you feel good about ​yourself

Showing our personality, portraying the ​comfort of the product in hectic “mom” life ​environments

alondra

cristina

winny

INCREASE ​COMMUNITY

INCREASE BRAND ​AWARENESS

INCREASE SALES

DATE

IDEA

STYLE / DESCRIPTION

Week 1:

8-14 ​september

Reel: Logo Intro

SHORT TEASER: The video begins with a cinematic drone shot of a golf course, then the logo fades in at the end. It ​gives a sneak peak of the brand, without revealing it completely. Keeping golf lovers wanting more.

Reels: Influencer Collabs

• Influencer styling her Rose & Steel outfit (While talking about the new brand, material and how she would wear it)
• OOTD: Influencer showing her Rose & Steel outfit to an aesthetic sound or song / slow mo / close ups / different angles
• **** If she plays golf - have her recap a day in the golf course wearing Rose & Steel

Photo posts: Influencer Collabs

• Carrousel dump: different angles of the outfit/close ups/full body
• Carrousel: Photo of influencer outdoors / on the go wearing Rose & Steel

Week 2:

15-21 ​september

Fake Launch

• Reels: Countdown video that leads to the home page of the website

Photoshoot reels

• BTS with owner - Christina talking to the camera, giving an inside look into the first photoshoot for Rose & Steel
• A Day in the Golf Course: POV of models - going into the country club ladies lockers, riding the golf cart, picking up their golf ​clubs etc... (vlog style)
• Model hitting the ball next to the hole and it get’s in - to an aesthetic/trendy music (short & sweet)

Static posts

• Aesthetic filler photos: golf course scenery, Rose & Steel merch, golf clubs and ball
• Model photos: details on outfit (close ups), models sitting on the grass, models waiting to hit the golf ball, posing with the golf ​cart etc....
• Carrousel: “Women’s Guide to playing golf” / 5 tips on how to start playing golf

DATE

IDEA

STYLE / DESCRIPTION

Week 3:

22-28 ​september

Photoshoot reels

• After hours w/ Rose & Steel: Models getting a refreshing drink after a day at the golf course / country club aesthetic in bar or ​outdoor sitting
  
• Models celebrating
• Models cheer with a drink at the golf course
• What’s in my golf bag: Christina shows us what she brings to the course

Photoshoot trendy reels

• Outfit transition to the beat of a song (each Rose & Steel pieces)
• Family Guy golf audio with Peter & Lois

Static posts

• Carrousel: What to bring to the golf course? (spf, visor, gloves, etc..)
• Model photos: details on outfit (close ups), models sitting on the grass, models waiting to hit the golf ball, posing with the golf ​cart etc....

Week 4:

29-5 ​september /

OCTOBER

Reels

• How to get the best golf form (Christina or other golf pro)
• How to style a Rose & Steel outfit

Static posts

• Aesthetic photos of golf course & country club
• Carrousel: “5 Benefits of playing golf”

September Recap

• AD Reel - montage of the first month of Rose & Steel (voice over of Christina)