Strategy Plans Book

[K.J. ViEW] Kim Evens, Jillian Howery, Warner Ransone, Victor Santos, Erick Sourbeck

Table of Contents

Cover Letter.……………………………………………………………………………...………..3

Executive Summary…………………………………………………………………...………..4

Business Challenge ……………………………..……………………………...……………...5

Situation Analysis…………..…………………………………………...………………………5

SWOT Analysis…………………………………………………………………...……………...17

Opportunity Recommendation………………………………………...………………..19

Marketing Objectives…………………………………………………...……………………20

Recommended Marketing Strategy……………………………………………...…….20

Target Market Profile………………………………………………………………...……...21

Visual Reference………………………………………………………………...………..……23

Brand Proposition Statement Alternatives…………………………...……...…...24

Justification for Proposition…………………………………………….………..……….24

Communication Objectives………………………………………...……….……….…...26

Communication Strategy…………………………………………….………..…………...26

Media Tactics…………………………………………………………….…..………..…….…..27

Evaluation and Measurement…………………………………...…………...……..….28

Creative Brief………………………………………………………………….……..…………30

Bibliography……………………………………………………………………………..………32

Brian Magida:

Attached you will find a copy of our secondary research findings and opportunities recommendations for Warby Parker. These findings and recommendations will increase Warby Parker’s market share and increase the brand’s revenue.

Should you have any questions or concerns, please contact us at [email protected].

We will gladly follow up with you in two weeks to ensure that our recommendations were well received.

Sincerely,

K.J. ViEW

Kim Evens, Jillian Howery, Warner Ransone, Victor Santos, Erick Sourbeck

Executive Summary

Our client, Warby Parker (JAND, Inc.) is seeking to increase its market share and revenue relative to the industry of its e-commerce eyewear industry competitors.

Our team, k.j. vew, was tasked with creating a strategy campaign and a creative brief to improve Warby Parker’s business. We began by performing secondary research regarding everything related to Warby Parker. We gathered a background of information about the company itself, its competitors, the e-commerce eyewear industry, the consumer’s habits, the target market, and the macro-environmental conditions surrounding Warby Parker. After conducting thorough research, we performed a SWOT analysis to dive into the company’s strengths, weaknesses, opportunities, and threats on a deeper level. We recommend Warby Parker increase promotional tactics on social media to complement its growing brand that the target market is beginning to love. We have identified this target market as

Generation Z, consisting of teenagers and young adults of ages ranging from 16 to

24 and most attached to social media and more interested in social justice and the environment than their older generational counterparts. As a first person account, we created a profile named Emily, a 20-year old trend follower who frequents her many social media platforms to keep tabs on friends and browse content. Then, we created proposition statements to narrow down exactly how Warby Parker should present itself to the target audience. By expanding its presence on social media,

Warby Parker has the chance to increase its market share and revenue in comparison to its e-commerce competitors.

Business Challenge

The challenge for Warby Parker is to increase market share and revenue relative to the industry of e-commerce competitors.

Situation Analysis

Industry Analysis

As of today, the current value of the global eyewear industry is $114.0 billion dollars. The increasing development of technology and daily use of electronic screens on the eyes such as smartphones, tablets, and laptops, has increased the demand for eyeglasses and contacts. This trend is reflected in the rising revenue of eyewear and a rising revenue prediction for at least the next decade. Though the eyewear industry consists of spectacles, sunglasses and contact lenses, the majority of the market share goes to spectacles followed by sunglasses—the product categories that Warby Parker falls under. The top five industry leaders are Vision

Source, Luxottica retail, Walmart stores, National Vision, and Costco Wholesale.

These industries combined brought in $93 billion in sales in the year of 2017

(Statista).

Another aspect to the eyewear industry is corrective eye surgery. What was once extremely expensive and unaffordable to most people is dropping in price and is becoming a popular alternative to buying new glasses. This affects the glasses industry as it pulls potential customers from all glasses retailers (Bell).

In-store eyeglass stores are very different than online. Though 8 million pairs of sunglasses were sold online in 2017, it’s only 4.7% of the market for prescription eyeglasses (Kestenbaum). As far as online retailing goes for the vision care market, most of the online purchases are toward contact lenses, however prescription RX lenses still brought in almost $300 million in 2015 for online sales. Zenni Optical is

Warby Parker’s biggest competitor and holds about 50% of the market share for online eyeglass sales. That said, the dynamic is changing and the industry of eyeglasses ecommerce is on the rise. With eye tests available online and companies sending multiple frames directly to the customers to try on, the need to go to a traditional eyeglass store is diminishing.

Company Analysis

Founded in 2010 by Neil Blumenthal, Andrew Hunt, David Gilboa, and Jeffrey

Raider, Warby Parker is now going on its eighth year as the eleventh highest retailer in 2017 for eyewear in the entire world. Valued at $1.75 billion, the company has raised over $300 million in total sales (Del Ray). In 2017, Warby Parker the company mainly sells via its online platform that connects to its New York City headquarters.

That said, it also sells via retail showroom units across the country. These 63 different showrooms encourage you to come in the store to try on frames and then to make your final purchase online via their website.

Warby Parker’s mission is “to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.” The reason Warby Parker

6 was founded in the first place was that the founders were wondering why glasses were so expensive when it was a necessity for so many people. They eventually figured out a way to bypass the middleman and sell directly to consumers, cutting down costs on both ends. To do this, Warby Parker uses its online platform to handle most of the consumer interactions. It has a special touch where on its website, consumers can take a quiz that will then choose five frames that fit the his or her desired shapes and colors, and mail them free of charge. This allows the customer to try on all of the frames and choose which ones are best for them.

Something Warby Parker values is social change. They have a “buy a pair, give a pair” program in place so that people in other countries can receive eye care that they cannot afford. To make this happen, Warby Parker partners with international non-profits and has trained 36 of its employees to travel to countries that do not have access to prescription glasses so that they have access to the resource (Warby Parker).

Product Analysis

Warby Parker has two primary product sections on their e-commerce website, sunglasses and eyeglasses. These sections are also divided for men and women’s styles. This is an easy way for a consumer to shop for what they need.

They have a variety of shapes and colors, and the site allows for a consumer search to be specific by color, fit, shape, or material. Upon entering the website, a quiz is offered to find the ideal eyeglasses for the consumer. One must then answer a

7 series of questions involving shape and color preferences. This helps narrow down the search for the perfect match. Once the perfect match is chosen, they can simply order online and receive up to five pairs in the mail for a free trial period of five days.

Each pair of Warby Parker glasses is set at $95. By having the price for every frame set the same, consumers can focus on the design. Warby Parker glasses are branded as quality and on trend, yet very reasonably priced. Warby Parker offers a deal where for every pair of glasses bought, another pair is given to someone in need. This promise made gives the brand an empathetic appearance.

Every frame is designed in-house, where the creative team brainstorms ideas on design. During brainstorming, details are refined for prototyping, and then move forward to the creation stage. The frames are made with cellulose acetate, and ultra-lightweight titanium. All of the frames are cut, and hand assembled. They are hand buffed and polished, then quality checked. When a customer orders glasses, a new pair is made just for them. Each frame offered on the site has a specific name such as ‘Jane’ or ‘Brady’, this adds a personality to each one and makes it more relatable to the consumer. Each consumer can find a lens that relates to their personality and style. Their glasses are individually packaged in a glasses case with the words “Nice to see you” and shipped to the consumer. This friendly packaging harmonizes with Warby Parker’s fun, cool brand personality.

Competitive Analysis

Warby Parker faces competition in the glasses industry from several fronts.

According to a study conducted by VisionMonday, in the year 2017, Warby Parker was listed as the 11th best optical retailer based on overall sales of $244 million.

Based on this aspect of sales alone, direct competitors that generate nearly the same amount of sales include Eyemart Express, Refac Optical Group, and 9 EyeCare

Partners. However, these companies may not be considered ecommerce retailers because the majority of sales happen in person in their physical retail stores.

In terms of uniqueness compared to competitors, Warby Parker made famous the concept of trying on glasses from the consumer’s home before committing to payment. Ordering five frames, trying them on at home, and sending them back is

Warby Parker’s territory.

Warby Parker’s brand image competes with other companies who appear to flash the same style. Zenni is one of these companies. Their website follows Warby

Parker’s precedent and uses the same design. However, Zenni doesn’t compare in convenience because it doesn’t offer Warby Parker’s “try them on at home” deal and instead force customers to upload a photo online and use their computer to place the glasses on their face. Therefore, Zenni is technically considered part of the industry for ecommerce optical retailers but it’s not even listed in the lineup of the top fifty Optical Retailers based on sales where Warby Parker is listed at 11th compared to all retailers.

Consumer Analysis

Warby Parker, one of the many leaders in this glasses market, is an online glasses retailer who is using the technological advancements of using online retailing to allow consumers to purchase the perfect pair of glasses from the convenience of their home.

The demographics of Warby Parker’s market are males and females ages

15-35 (Premack, 23). Income level between 20,000-100,000+ with educational level of high school graduate and up. Most consumers are money-conscious purchasers, the high price of corrective surgery has brought many consumers back to the glasses market until corrective surgery prices come down. Warby Parker allows the glasses consumer to analyze the styles and frames to find the perfect pair for them, while allowing plenty of options for customizable pricing. Predictions of future changes in this strong market show that the glasses industry will remain strong until corrective surgery prices lower, bringing many average consumers to permanently or react their vision. Predicting Warby Parker’s market shows that the online glasses retailers will grow steadily in the next few years, however Warby

Parker will have to gain more market share to compete with the other leading online glasses retailers.

Consumer purchasing behavior in relations to Warby Parker online are typically time-conscious purchases where consumers take extra time to do the research for their perfect pair of glasses, then order to try them on and keep the pair that works best. Consumer behaviors revolve around convenience. Warby

Parker has in-person stores, but the online market allows all consumers to access the glasses they need with little-to-no risk. Consumer environments of online purchase are points in which they have easy access to technology. Anywhere in the house is an option as all dives from mobile phones to desktop computers have access to internet and the Warby Parker website. With mobile access, consumers can order Warby Parker glasses on the bus, at work, in a car, waiting in line, and virtually anywhere they can access the Warby Parker website where convenient.

Market Analysis

The Global eyewear market size was valued at 102.66 billion dollars in 2015.

This number is predicted to rise, as the constant use of daily screens deteriorates vision over time. Additionally the aging population will also increase the growth of this market. Myopia has increased and this has increased the demand for prescription glasses. The number of eyewear units purchased will surpass one billion units per year by 2020.

The improved economy and increase in disposable income has increased the average number of prescription glasses purchased. This type of glasses currently account for over 50% of the overall eyewear market. The current big names for eyewear are CooperVision, Luxottica Group, Bausch + Lomb Inc and Safilo Group.

These companies hold more than 60% of all prescription eyewear purchased in the

United States. In comparison, online eyewear only accounts for 4.2% of all purchases. Out of that, Warby Parker holds the most market share, with 50%.

Currently, practitioners are needed to adjust the 10% of prescription eyewear that is returned or needs adjustments. This is something the brick and mortars stores have monopolized over online retailers. Online Eye exams are becoming more popular, however they are currently not as accurate as a doctors visit.

Currently, pupillary distance (which measures the space between your eyes) cannot currently be done online with the technology. Zenni is one retailer that is working on releasing an online tool to measure PD using the camera of a computer or smartphone.

SLEPT Analysis

Social:

A growing status symbol is health. As this trend increases, consumers are looking to take more preventive care when it comes to their eyes. The world is experiencing a rapidly increasing population and as the population gets older, more and more eyecare issues arise. The need for eyecare is rising. As generations get older, their eyes get drier, requiring consumers to make the switch from contacts to eyeglass frames. The difficult issue is that healthcare is not readily available for everyone who needs prescriptions. Eyeglass companies are developing outreach programs that make eyecare more accessible but it is still a battle that people all over the world continue to face (Martin).

Legal:

Currently the most relevant threat to the legal environment of the online eyeglass industry is the present lawsuit in which Warby Parker and Opternative are involved in. Warby Parker was sued one year ago by Opternative for allegedly stealing its online eye exam. Opternative has accused Warby Parker of breaching of contract and stealing intellectual property. In August of this year, Opternative won the first round of lawsuits. Additionally Warby Parker has zero patents registered with the USPTO. The only asset they have is their online retail business, which requires no patents. This will affect the eyeglass industry as a whole due to its lasting effects. If Opternative wins this lawsuit other companies that have imitated the formula will have to either pay royalties to Opternative for their online eye exam, or create an entirely new process, which will cost money either way. This will deter new or up and coming companies from entering the market in addition to setting the precedent that each different type of online examination ought to be patented .On the other hand, this also provides an opportunity for new companies with that specialization to create a new methods and possibly standardize the industry.

Environmental:

The year 2018 will prove significant as a huge factor manipulating the eyeglass industry suddenly emerged. This is the ongoing trade negotiations between the American President Trump and Chinese president Xi Jinping. The

13 following is an analysis on every factor, but these negotiations will have the most significant impact on the environmental and political factors which influence the eyeglass industry as a whole.

As of the second quarter of 2018, consumer spending is up 3.8%, this strong consumer spending is indicative of good marketing for the product. The US is planning to announce by December of 2018 additional tariffs on all Chinese imports, if talks between presidents Trump and Xi Jin Pang fail to ease the current trade war. If these tariffs are enforced, tax on Chinese made products will increase and companies will compensate by increasing the product price to the consumer.

Since Warby Parker outsources its assembly to offshore factories in China, this tax will affect the company. This could make it difficult for them to compete with

American made products, as demand for these American made products could increase.

Political:

The current trade war with China instigated by President Donald Trump has had an effect on all Chinese imports, especially steel and plastic. Since these goods are the most important components in the manufacturing of glasses, the industry will suffer as a whole. The 25% tariff on 200 billion chinese goods will certainly have a significant impact on the market. It is hard to predict it directly but without the cheap goods from china, the market prices for both goods will surely increase in the next year. There will also be an additional tariff for eyeglass manufacturers that

14 export their production to China. However it is important to remember that these are ongoing negotiations and currently the tariffs are halted for 90 days.

Additionally, China has agreed to unofficial terms to increase significant spending on multiple industries that focus more on the production of primary goods such as agriculture, energy, and industrial. This investment could have a long term effect by creating jobs and increasing the overall GDP which gives americans more disposable income to spend on things they could not afford before, such as a second pair of glasses or more frequent visits to the ophthalmologist.

Technological:

Warby Parker has 85,000 Twitter followers and 740,000 likes on its Facebook page. The company is widely known for its unique characteristics and the fact that anyone can have several pairs of glasses delivered to their home before they even make a payment. Therefore, Warby Parker makes great use of word of mouth marketing as well as using social media to reach consumers. On Twitter, Warby

Parker regularly posts content ranging from stylistic photos of people wearing their glasses all the way to testimonies from company executives about the manufacturing process and staff features. They also respond to Twitter users praising their products and answer questions and concerns anyone might have about their glasses.

As of the second quarter of 2018, consumer spending is up 3.8%, this strong consumer spending is indicative of good marketing for the product.The US is

15 planning to announce by December of 2018 additional tariffs on all Chinese imports, if talks between presidents Trump and Xi Jin Pang fail to ease the current trade war. If these tariffs are enforced, tax on Chinese made products will increase and companies will compensate by increasing the product price to the consumer.

Since Warby Parker outsources its assembly to offshore factories in China, this tax will affect the company. This could make it difficult for them to compete with

American made products, as demand for these American made products could increase.

The online glasses industry is implementing the newest web programs and content management systems to allow them to stay ahead in online technological advancements. Other important technological considerations include the quality of frames and lenses being used in the industry. While the equipment and distribution remain slowly progressive, advancements in materials and shaping used for the frames and lenses are taking place. The companies with the top technologies use reliable manufacturing methods to compete with other companies’ technological advancements. Companies with the top technologies in online glasses retail include

EyeBuyDirect, Zenni Optical, Coastal, and Warby Parker. Online technologies and distribution methods remain innovative and consistently improving.

SWOT Analysis

Strengths

● Warby Parker has a clean interface that is personalized to every customer

and very convenient.

● The brand offers a wide variety of stylish and durable products at an

affordable price.

● Warby Parker is one of the most recognizable online brands for that

category.

● The brand is well-funded by multiple million dollar groups such as the

Venture Capital’s Bullish Partners, BoxGroup and Brainchild Holdings while

currently valued at $248 million.

Weaknesses

● Warby Parker faces plenty of real competition from new online ecommerce

competitors including Zenni, Coastal, and Cubitts which all offer stylish

glasses online at affordable prices. As these competitor companies grow,

they may inch into Warby Parker’s territory and reduce its chances of

expanding its control of market share for ecommerce retail in the glasses

industry. The try on at home program gives Warby Parker a huge edge on its

competition, but if Zenni, for example, begins offering a similar program,

Warby Parker begins to lose its uniqueness.

Opportunities

● Eye tests are becoming progressively more easily accessible online making it

easier for Warby Parker to include links to their site on the eye examination

pages leading to more web traffic and purchases.

● By selling its products online, Warby Parker has a lot of potential for profit, as

there is no cap to expansion on the web.

● The improved economy and increase in disposable income has increased the

average number of prescription glasses purchased, Warby Parker has a

greater opportunity for sales.

● The increasing desire for online shopping is a great opportunity. The future

generations prefer to do less face to face interaction, and therefore are more

inclined to browse online for their eyeglass purchases.

Threats

● Warby Parker’s biggest threat is other online glasses retailers. They are all

competing to offer the best glasses, prices, customer service, customization

and online convenience services.

● Another large threat to Warby Parker’s success is the lowering price of

corrective eye surgery. What was once an outrageously priced solution to

bad eyesight is now on the verge of becoming very affordable for the

average user. While this is a threat to the entire glasses industry, it is

especially a threat to Warby Parker as their projected future growth is

gradually declining due to the threat of corrective surgery as the lower prices

grow closer and closer.

● Another threat to Warby Parker is the rising demand of fashion along with

the highest possible quality. While Warby Parker is well-known for putting

forth fashionable eyewear, consumers want the highest possible quality

implemented into the actual lenses they purchase. This becomes a threat to

Warby Parker as they need to stay relevant in both areas to get ahead and

thrive in their market.

Opportunity Recommendation

For Warby Parker to increase its market share and revenue in the online eyeglass industry, it should position itself as the brand that has not only fashionable frames but also high-quality lenses. Though it is well-known for its trendy designs, its competitors are superior in focusing more on the quality of the product which is hurting Warby Parker’s sales. This would require Warby Parker to look into more innovative ways to increase product quality while still keeping costs down for the company and its customers.

Marketing Objectives

● Objective 1: Increase Warby Parker’s market share in the online eyeglass

industry by 10 percent in 12 months after campaign introduction.

● Objective 2: Increase sales of Warby Parker by 10 percent in 12 months after

campaign introduction.

Recommended Marketing Strategy

We propose that in order for the Warby Parker’s brand to successfully gain presence in the market, there needs to be strategies that improve product promotion to the consumers. Within the next 12 months, we suggest the use of social media promotion and advertisements targeted towards students to increase

Warby Parker’s sales growth and market share. These promotions should directly appeal to the western values of the consumer, and how Warby Parker shares those values. Power, liberty and convenience should be emphasized to ensure brand differentiation. Based on our SWOT Analysis, Warby Parker should take advantage of their growing presence on social media, improving product promotion via targeted advertisements, and strong branding to increase market share and revenue relative to the industry of e-commerce competitors.

Target Market Profile

Third Person:

The target market is the 16-24 year old male or female either living at home in family-surrounded households or in college renting their first apartments. They are working their first jobs and currently discovering newfound passions. The target market profile almost always has access to the internet and values connectivity with their friends and family on various social media platforms, such as Facebook or

Instagram via many different technological devices. The target market values a wide array of options when shopping as well as the element of convenience, such as online shopping and free shipping. The target market profile values its time, cost and self-image while valuing being up-to-date on the newest global trends. The target market values individuality, expression and making change; he or she is more social justice-oriented and environmentally conscious than the rest of society

(Kleinschmit).

First Person:

“My name is Emily. I am 20 years old and live in Gainesville where I’m renting my first apartment. I am a women’s studies student at the University of Florida. I like to get involved with extracurricular events and clubs where I can meet new people and build experience for my resume. I consider myself to be very in-touch with society because I am so involved on the internet. I love casually browsing my social media platforms to see what my friends are up to, follow my favorite

21 celebrities and follow the most recent fashion trends. For social media I mostly tend to use Facebook, Instagram and Snapchat. I have a blog and Instagram page for my photography. I consider myself to be an extrovert. I love to spend time with my friends in person and do fun things with them. I love to travel and be adventurous. I like to go to CrossFit classes at least 3 times a week, I also have tried many new diets such as the Keto diet, I like to be fit and active. I value my image and believe that having access to newer, fashionable trends makes me feel more confident and comfortable. I am also driven and motivated by my accomplishments.

Visual Reference:

Brand Proposition Statement Alternatives

Proposition #1:

To centennials ages 16-24 who need customizable, convenient, online glasses,

Warby Parker is the premiere online optical retailer that offers ease and convenience. The reason is because Warby Parker offers a free home-try-on program in which users can order frames to be delivered in the comfort of their own home before buying. The brand character is style and simplicity. The value payoff is comfort, satisfaction, and customization.

Proposition #2:

To 16-24 year olds who need fashionable glasses, Warby Parker is the ultimate brand that promises you convenience, style and value for your money. The reason is because it cuts the cost of brick and mortar stores while still being able to give consumers the retail experience. The brand character is liberal and elegant. The value payoff is efficiency and independency.

Justification for Proposition:

This is the positioning statement that we suggest because it focuses on the fact that Warby Parker should position itself in the minds of consumers as an online optical retailer. It should focus on the power that it gives consumers: the convenience of being able to do eye exams on mobile devices, the ability to browse

24 for frames at your leisure, and the freedom to acquire eyeglasses whenever you want, without the constrictions of the traditional brick and mortar industry.

Traditional stores have to pay significantly more to run, and Warby Parker needs to show consumers how much more they are paying for it. Physical stores requires an ophthalmologist to be hired on sight, and consumers are subject to the hours and days that specific doctor works. Additionally the store must also pay the doctor, and the price of the glasses will surely reflect that. Furthermore the physical store will have to pay distributors and transportation to acquire those glasses, in addition to having contracts with specific manufactures. This reduces the choice for consumers, as well as increasing the price for those glasses.

The focus should be on how Warby Parker is able to cut through the traditional methods and giving consumers the power of choice by servicing them directly. Americans like freedom and independency and if they are appealed to through their inherently western values they will pay attention to the brand.

Communication Objectives:

● Objective 1: Persuade one in every five potential customers in the target

market to interact with Warby Parker online within 12 months after

campaign introduction

● Objective 2: Increase awareness and interest of Warby Parker by 10 percent

within 12 months after campaign introduction.

Communication Strategy:

To convince the fashion-minded and trendy that Warby Parker offers a convenient online alternative to in-person glasses shopping because of the convenient technological advancements that allow trial before you purchase as well as the attraction to be able to shop for eyewear within the comforts of your own home.

To raise brand and product awareness for Warby Parker’s market, we believe that the best path is to reach the eyes of as many people on social media within the age range as possible. Focusing on this allows bigger numbers of those who are interested in glasses to see what Warby Parker offers as well as building cognitive recognition of the brand name/image. Because of this, we recommend following a communication strategy that takes advantage of digital media advertising to reach the centennial generation of consumers. Utilizing newer forms of digital media for

26 advertising allow better access to reach centennials because they are most accessible on their phones and the internet.

Media Tactics

1. We recommend increasing Warby Parker’s presence on social media by using

sponsored ads on Facebook and Instagram. These ads will either highlight

the current promotions, play a 30 second video ad displaying the product, or

simply redirect views to the Warby Parker website. This will increase brand

and promotion awareness to our target market of centennials.

2. We recommend creating a brand ambassador program hiring college

students to interact with other students located on their college campuses.

These ambassadors would set up booths in high-traffic campus locations

where ambassadors would have sample frames that students could try on,

hand out flyers with promotional specials and they would communicate

directly with prospective customers to answer any potential questions. In

addition to communicating directly to consumers, the brand ambassadors

will also promote the brand on their social media accounts via Instagram,

Facebook, and Twitter posts.

3. We also recommend that Warby Parker appeals to different markets, and

this is possible through seasonal promotion sales such as “back-to-school”

sales during the months of August to September and holiday shopping sales

during the months of November and December.

a. Offer a “buy one, get one half off” deal throughout August that

encourages parents with multiple children to purchase from Warby

Parker.

b. Offer a Labor Day sale targeting members of the working class.

c. Offer a limited-time sale on Black Friday positioning the product as a

great gift for the holidays.

Evaluation and Measurement

We recommend that there be an evaluation of each tactic before, during, and/or after placement.

1. Warby Parker’s social media presence

Before: A concept test could benefit Warby Parker, it will help us be aware of

how useful sponsored ads on Facebook and Instagram will be. We can

conduct a Click Through Rate test, to gage the number of times the ad itself is

clicked by a potential consumer. With the goal being to receive more traffic, a

CTR will be the best metric of testing.

After: A post-test evaluation would allow for a follow up to see how useful

the ads were in creating awareness of the brand, and which social media

outlets received more bite from consumers.

2. Brand Ambassador program

During: We recommend conducting concurrent tests, to ensure that the

ambassadors are creating the right kind of outreach Warby Parker wants. We

also recommend testing their impact on social media, via CTR or impression

tests on the posts they create. We want to test brand awareness, and

attitude towards the brand.

After: We recommend a post-test to examine both the purchase and website

visitation intent among consumers.

3. Seasonal Promotion

Before: We recommend a concept test for seasonal ads. These will ensure

our ‘pilot’ ads are successful. It could be beneficial to have a pilot group as

well, to observe the ads before they are released.

During: We recommend testing their impact on consumers, by considering

the ‘impression’, or amount of times the ad is viewed once, or displayed on a

site.

After: Once the season concludes, we recommend a post-test to examine

brand awareness.

The Creative Brief:

Product/Service:

Fashionable and trendy glasses

Objective:

To encourage the target audience to try out the online buying experience that Warby Parker has to offer

Target Market:

Tech-savvy, trendy centennials and young individuals of all interests

Strategy:

By engaging the digital-friendly and trendy

Proposition:

Warby Parker is the brand of fashionable and stylish glasses that offers a fun and convenient online shopping experience

Support:

Warby Parker offers a unique array of customization options not usually offered by competitors, with the availability of trial before purchase

Competition:

Primary competitors: Eyemart Express, Refac Optical Group, and 9 EyeCare Partners

Mandatory Elements:

Warby Parker’s logo, product photos, slogan, website address

Tone of Voice:

Fun, youthful, informative

Desired Response:

To be pleased and satisfied with the Warby Parker buying experience to the point where they feel motivated to share with family/friends and recommend the brand

Media Requirement:

Facebook, Instagram, Snapchat and YouTube ads, emails and promotion of Warby Parker app

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2018

Table of Contents

Cover Letter.………………………………………………………………………………..3

Executive Summary…………………………………………...………………………..4

Business Challenge ………………………………..…………………………………...5

Situation Analysis……………..…………………………………………………………5

SWOT Analysis…………………………………………………………………………...17

Opportunity Recommendation…………………………………………………..19

Marketing Objectives…………………………………………………………………20

Recommended Marketing Strategy…………………………………………….20

Target Market Profile………………………………………………………………...21

Visual Reference…………………………………………………………………………23

Brand Proposition Statement Alternatives………………………………...24

Justification for Proposition……………………………………………………….24

Communication Objectives………………………………………………………...26

Communication Strategy…………………………………………………………...26

Media Tactics……………………………………………………………………...……..27

Evaluation and Measurement…………………………………………………….28

Creative Brief………………………………………………………………………….…30

Bibliography………………………………………………………………………………32