Procurement/Employment Process (apologies some formatting lost via Slideshare)

1. LAURA KERRIGAN | DIGITALACCOUNT DIRECTOR | SEPTEMBER 2013

2. • We need an overarching theme that brings all of the Sailor Jerry legacy together under one banner
• Make the brand relevant for the future
• Take fans on a consumer journey
• Create a consistent visual identity
• Be consistent with your tone of voice and don’t assume prior knowledge
• Have a two way conversation
• Make campaigns easier to engage with
• Consider SEO
• Have a publishing strategy
• Build credibility in areas that are weak for people the brand aspire to gain
• Make interacting with the brands social easier
• Give each channel a role
• Leverage credentialers
SAILOR JERRY DIGITAL TODAY

3. RELATIONSHIPS ARE HARD HARDER THAN EVER HARDER TO GET NOTICED FUNCTIONAL BENEFITS AREN’T ENOUGH EMOTIONAL BENEFITS AREN’T EITHER
CONTEXT IS COMPLEX FROM AUDIENCE TO ACTIVE PARTICPANTS LESS CONTROL AND TRUST IS HARDER TO EARN SO WHERE DO WE START?

4. WHO IS SAILOR JERRY IN DIGITAL?

5. Sailor Jerry needs to
evolve away from just
campaigns and one
off messages Online
domain
Campaign Peak Campaign Peak
Online
domai
n
TV
Banners
Viral
Print
BTL
Online
domain
Online
domain
TV
Banners
Viral
Print
BTL
CAMPAIGN
PEAK
TOP-DOWN
PAID
MESSAGE
Campaign
Campaign
Campaign
ALWAYS ON
CONSTANT
CONVERSATIONAL
EARNED
RELATIONSHIP
We should ensure
Sailor Jerry is “Always-
On” with the use of a
social story. This
enables ongoing
advocacy and
consideration
SAILOR JERRY NEEDS TO BE ‘ALWAYS ON’

6. What does Sailor Jerry want to be known for online?
Sailor Jerry needs to identify a common and jointly
held belief that works for both brand and their
audience that enables active participation by all
parties.
This is a tough proposition as it’s essentially 3
products and within that the Sailor Jerry brand
represents a niche personality. We need something
for mass appeal.
Figuring this out is the first step to making Sailor Jerry
relevant with value, dialogue, and engagement. It also
enables us to manage the brands online identity.
What the
audience cares about
i.e. Reflecting my
lifestyle and
identity
What the
business cares about
i.e. Norman Collins
legacy
What’s the
Digital
Narrative?
SAILOR JERRY NEEDS A SHARED IDEAL FOR DIGITAL?
The responsibility of love.
(Pet insurance company)
Do something good everyday.
(Starbucks RED campaign)
The right to be successful.
(Financial services company)
Live in the moment.
(Starbucks)

7. WHAT SAILOR JERRY AS A BRAND CARES ABOUT
RUM
CLOTHING
NAVY
NORMAN
COLLINS
TATTOO
MUSIC
PRANKSTER
CRAFTMANSHIP
BOLD
BOLD
NEON SIGN
TECHNIQUE
SKIPPER
TOURS
PRECISE
OLD SCHOOL PIN UPS
PACIFIC
EDGY
NO NONSENSEENDURANCE
HONEST
NOSTALGIA
RELATIONSHIPS

8. WHAT THE AUDIENCE CARES ABOUT
MATES
IDENTITY
EXTREME
HANGING OUT
MUSIC
SPORTS
SOCIALISING
UNI
INDIVIDUAL
EXPERIENCE
CAREER
ACCEPTANCE
HOME
PRECISE
AFTER WORK DESIGN
MATES
TRAVEL
PRIDEENDURANCE
HONEST
GIRLS
RELATIONSHIPS

9. ONE HELL OF A LIFE

10. BUILD SAILOR JERRY CREDIBILITY
40% Lead (20% Product)
60% Facilitate
A lesson learned by many brands is they cant
choose to be something and in the blink of an
eye it is believed. Sailor Jerry needs to build up
its credibility.
We need to understand where we are and
where we want to get to. It’s a journey. The
viability of the journey is dependant on belief in
it.
Eventually we create a 3rd area in the narrative
defined by where we follow. Once the
community is matured we can build on our POV
using fan insights
During the initial stages we should
target LDA 21 guys. And use key female
consumption periods for female
clothing

11. WHAT DOES THAT MEAN FOR OUR NARRATIVE?
WE CAN
FACILITATE
WE CAN LEAD
FUNCTIONA
L
BENEFIT
EMOTIONAL
BENEFIT
To further define our narrative we break it down into two pre-planned
spheres of conversation territories that connect with our audience
emotionally and functionally for a shared community interest and helps
to close them into advocacy and trial to drive a full spectrum of the
consumer needs and dialogue.
REACT TO DRIVERS:
SEASONAL TRIGGERS
LIFESTYLE TRIGGERS
OCCASIONS/CELEBRATIONS
NEWS
LATESTS TRENDS
AUDIENCE CONVERSATION
INFLUENCERS

12. ENGAGE
Drive interaction and
maintain consumer
interest in the brand
Stimulate a reason to join ,
share and participate
ATTRACT
Drive awareness of Sailor
Jerry seeding and leading
a message that's personally
relevant and involving to
the audience
CONSIDER
Make the audience think
about the brand/product
to drive top of mind pre
purchase behaviour
EDUCATE
Build the audiences
knowledge and educate on
the brand points of
difference
PURCHASE
Use the relationship to
convert consumer to trial
and buy
ADVOCATE
Maintain momentum to
encourage people to be an
ambassador to the
brand/product
When considering what we want to say we need to integrate the narrative into consumers’ lives by delivering it as relevant
experiences at every step of the consumer journey.
DEFINE YOUR CONSUMER JOURNEY

13. WHERE IS SAILOR JERRY IN DIGITAL?

14. Customers are
scattered throughout
the landscape and
move through an
entirely new cycle.
SOCIAL AMPLIFICATIONSOCIAL HUB
BOUGHT OWNED EARNED
INFLUENCERS
DIGITAL OPTIMISATION
SEO
3RD PARTY AMPLIFICATIONDIGITAL
AMPLIFICATION
WHERE SHOULD WE BE AND WHY?
#

15. Through brand planning, measurement, narrative
understanding and channel strategy, we create a
digitally networked brand story – one that’s
always on, always consistent, and elevates the
brand purpose through conversation for this
connected, new media age.

16. YEAR 1 IDEA?

17. BOTTLE LIST
Sailor Jerry lived his life to the fullest. He
had many strings to his bow. Norman
didn’t do it because he wanted to
accomplish something before he died, he
did it because he wanted to live. It is this
passion that has made him live on to this
day, his legacy lives on in the friends he
inspired to celebrate that ethos/
We will track down socially up there
inspirational people with stories to tell that
may inspire and guide you our fans life
journey.
We will help live.
FACILITATING CREDENTILERS TO GET INFLUENCERS

18. FEEL ALIVE
Sailor Jerry took life by both hands.
We want our community to share their images
that depict the freedom and happiness that
they feel
The winning images will be used in many
places i.e. drink mats for bars.
All instagram images will be pulled into
Facebook.
MAKING INFLUENCERS ADVOCATES

19. DISCOVER
Sailor Jerry in his rare off time was a tour
guide skipper. We know and love the Sailor
Jerry ethos so we want you to be our UK
tour guide.
We will choose a fan to give us a tour so we
can create a visual and written bio of all
the key towns we visit.
Any good designer knows that your
surroundings influence you in how you
look, act and live. We will use these
montages to impact creation.
MAKING FANS ADVOCATES

20. THE ART OF
DARK
We hear a lot about the ART of Tattoos and
the ART of spiced rum.
You drink in the evening, and you dress to
represent your individuality. Even Sailor
Jerry’s original shop was known for its red
neon light because it was frequented at
night.
We are free to live our lives after hours.
Sailor Jerry will be your partner in crime to
get the most out those precious hours. We
wont be a brand that goes home. We will
have a lie in and join you when you need
us most
I.e. Pirate Radio at midnight
ENGAGING FANS

21. When a bartender gets asked for a rum and
coke we want them to think of us.
Sailor Jerry has a real opportunity to drive
selection based on underground cool.
A sales force program looking for the Sailor
Jerry UK Ambassadors. They need to
embody what we stand for. We will share
video content of the comp. Voted by the
people for the people.
GETTING BARTENDERS TO ENGAGE
I’M ONBOARD

22. • Who is Sailor Jerry workshop?
• Conversation and content strategy
• Channel strategy
• Content creation
• Community Manager Brief
• Influencer outreach
• Measurement framework and reporting
• SEO
• Campaign planning
NEXT STEPS

23. THANK YOU
LAURA KERRIGAN