FIND YOUR STORY
As most of us know by now, a brand needs so much more than a clever tagline and a working website these days. You need an authentic perspective, a defined strategy, and a consistent, brand-specific way of engaging with your target audience.
BOUCHER Creative will partner with NIBI MTK to refine the brand's positioning in an authentic, long term way, one that will further develop a dedicated customer base (and negate any of those brand imitators). We will craft a strategy to implement that positioning across key channels, from voice and imagery to content and out-of-the box marketing to product and events (and everything in between).
INITIAL THOUGHTS
To tell the story of NIBI MTK in a way that will best foster brand awareness and a dedicated customer base, let's focus on — and amplify — the underlying authenticity that inherently already exists within the brand. In other words: Let's tell the story of the founder, and how and why and when she started the brand, and let that act as the guiding foundation of the brand. Let's feature women of all shapes, ages and color (within reason) in the campaigns, and let's elevate the production quality on the imagery and collateral we create. Let's continue to engage with the Montauk community, but let's bring in a taste of the bigger world, too — be it bringing in handmade pouches from India to sell, or bringing NIKI MTK to other, like-minded locales. Let's foster a community of authenticity, inimitable style, ease and acceptance — one not too unlike Montauk itself.
To ensure this story is impactful (and it will be!), we will need to define (or refine, if such exists):
Overall brand positioning, including voice, style and editorial approach
Foundational brand assets, including brand book, voice and copy guide, social media guide
Key opportunities for editorial, marketing and social based on business needs
A content marketing strategy by channel
Collateral for a core brand campaign to be leveraged consistently
Corresponding content for all needs — imagery, copy
IN OTHER WORDS
Let’s start by putting pen to paper in regards to formalizing what this brand refinement will look like, and how it will inform all aspects of NIBI MTK going forward, from the next photoshoot to the next buy to the next Instagram post to the next phase of retail growth.
Let's address any immediate opportunities in existing platforms (i.e. streamline copy and information on the website, tighten up social media efforts), and then let’s determine which channels are priorities based on business goals (i.e.. Instagram for brand awareness, an optimized website for conversion, collaborations and pop ups with the yoga and wellness communities for off-season discovery). Let’s focus on those channels, crafting strategies around defined goals and landing on scalable ways to execute on said strategies that fall within brand parameters. Then let’s watch performance of these channels, shifting and innovating and staying the course as needed, all while watching NIBI MTK continue to grow in a way that is right for the brand (and business).
In terms what I will physically do during this process: Strategize the brand from a high-level. Keep the project on track. Schedule team brainstorms. Compile a brand book and fine-tune it with you until it is just right, and then do the same with the voice and style and social media guides. Create content strategy and calendars. Produce photoshoots, video shoots. Weigh in on styling and model selects. Set up social tools, and provide recommendations around best practices. Write web copy. Write Instagram copy. Make recommendations on product type. I believe in thinking big, but helping with the details, too.
PROJECT RATE & DELIVERABLES
Deliverables
Overall brand strategy, including voice, style and editorial approach
Brand book, voice and copy guide, social media guide
A content marketing strategy by channel
Collateral for a core brand campaign to be leveraged consistently
Corresponding content for all channels as needed — copy, imagery, execution
Time Commitment & Rate
- $1,200 / month with three-month commitment preferred (4 hours a week at $75/hour; overtime at $75 hour)
- Exclusive of monthly rate: Social tools, photographer/ talent / crew / props for photoshoots
- Any need for any item falling under this category will be proposed to client before incurring
- Exclusive of monthly rate: Social tools, photographer/ talent / crew / props for photoshoots
PROJECT RATE & DELIVERABLES
Deliverables
- Campaign strategy
- Campaign-specific brand, voice and style guides
- Content strategy by channel
- Best practices and testing opportunities
- Content calendar by channel
- Creation, management and execution of all content
- Monthly content photoshoots
- Recommendations around social tools and SOPs
Rate
- $4,000 / month with six-month commitment
- Inclusive of monthly rate (in addition to deliverables): Photographer rate for monthly content shoot
- Exclusive of monthly rate*: Additional content sources or creation, additional photoshoots, influencer engagement, social tools, talent / crew / props for photoshoots, miscellaneous expenses related to travel or on behalf of client and campaign, recurring internal meetings logging in at over 1.5 hours per week (at which point subject to overtime rate of $125/hour).
* Any need for any item falling under this category will be proposed to client before incurring
TIMELINE
Phase One: Strategy & Alignment | Week 1 through 4 - 6
- Refine brand strategy
- Compile voice and style guides
- Craft initial content strategy and calendar by channel
- Identify and implement quick wins for current channels
- Review all existing assets for NIBI
- Align on all (strategy, voice and style) with NIBI MTK team
Phase Two: Implementation | Week 6 onwards
- Implement refined brand strategy across channels
- Craft core brand campaign to leverage
- Define ongoing brand, marketing and editorial needs that require external ownership
ABOUT
Based in the great city of New York, BOUCHER Creative is a boutique agency that specializes in defining brand, editorial and social strategy for lifestyle businesses. In other words: We find your story — and the most impactful way to tell it (be it via words or pictures or videos or a combination of all), as well as the most impactful place to tell it (social media, website, out-of-home, what have you). We think big picture, and we handle the details, too.
A sampling of recent client experience: Defining editorial positioning for Amazon's Prime Insider. Leading True&Co to success with a first-ever direct response TV campaign. Establishing brand strategy for époque from the ground up. Directing a total brand and editorial relaunch for Kale.Life. Conceptualizing the launch campaign for Trusst.
Nicole Boucher launched BOUCHER Creative in 2016, after spending well over a decade honing those story-telling skills in magazines (Glamour, Lucky, Time Inc) and at lifestyle brands (Amazon, Thread Social). The incredibly talented roster of photographers, writers, editors, graphic designers, and videographers who contribute to BOUCHER Creative might be the only people on this earth who love to tell a story as much as Nicole does.
(BEFORE WE BEGIN
...I'd like to share why I am excited about this project. One of the greatest joys, I've found, about living in New York City is discovering New York City. Specifically: The neighborhoods, and the institution and characters and eccentricities that make it the greatest city on earth.
The first New York City neighborhood I called home (this would be, oh, 15 years ago) was Carroll Gardens, Brooklyn. After only one month of crashing at my older sister's basement brownstone apartment, I had my go-to happy hour spot (Gowanus Yacht Club), my daily fresh bread spot (Mazzola Bakery), local Italian spot (now, sadly, closed) and my designated corner deli (still there, of course). The bartenders and old men behind the counter and kind women passing me bread were my new friends, and, even though I grew up in New Hampshire, I'd never experienced such small town joy before.
I've since gone on to live, work and discover other bits of New York: The East Village. Williamsburg. Chelsea. DUMBO. Heck, even Midtown West. The opportunity to discover a new New York neighborhood — to tell the stories of its people and places — well, it is one that couldn't thrill me more. The Wheeler is at the forefront of providing this precise opportunity to its tenants — the chance to find another New York neighborhood to call their own — and I'd love to help tell this story. These stories.
Nicole Boucher BOUCHER Creative)
ABOUT
Based in the great city of New York, BOUCHER Creative is a boutique agency that specializes in defining brand, editorial and social strategy for lifestyle businesses. In other words: We find your story — and the most impactful way to tell it (be it via words or pictures or video or a combination of all), as well as the most impactful place to tell it (social media, website, advertising, out-of-home, what have you). We think big picture, but we like to handle the details, too.
A sampling of recent client experience: Defining editorial positioning for Amazon's Prime Insider. Leading True&Co to success with a first-ever direct response TV campaign. Establishing brand strategy for époque from the ground up. Directing a total brand and editorial relaunch for Kale.Life. Conceptualizing the launch campaign for Trusst.
Nicole Boucher launched BOUCHER Creative in 2016, after spending well over a decade honing those story-telling skills in magazines (Glamour, Lucky, Time Inc) and at lifestyle brands (Amazon, Thread Social). The incredibly talented roster of photographers, writers, editors, graphic designers and videographers who contribute to the BOUCHER Creative collective might be the only other people on this earth who love to tell a story as much as Nicole does.
CONTACT
...us at inquiries@bouchercreative.com