CAMPAIGN BUILDER
A Step-by-step Guide to Successful Collections
THE AUSTIN EDIT
Client Logo
BRAND IDENTITY
What the brand is good at?
What makes you stand out?
How do you want your customer to feel?
Mission Statement
MISSION STATEMENT
FOUNDATION
PHASE 1:
Step 1: Start with the product
TOP CATEGORIES
Category 1
Category 2
Category 3
Product Photo
HERO PIECES
Product Photo
Product Photo
Product Photo
FOUNDATION
PHASE 1:
Step 2: Define the customer
TARGET DEMO
Who she is:
How she shows up:
What she values:
How she shops:
Graph
AUDIENCE ANALYSIS
CURRENT AUDIENCE
Majority:
Dominant
Age Group:
Primary
Location:
Women
55+
US
AUDIENCE ANALYSIS
What does this mean?
Brand 1
WHERE SHE SHOPS
Brand 2
Brand 3
Brand 4
BRAND 1
BRAND 2
BRAND 3
BRAND 4
What these brands do well?
These brands succeed by showing styled outfits and creating strong visual identity and lifestyle-driven content.
WHERE SHE SHOPS
NARRATIVE & IDENTITY
PHASE 2:
Step 3: Build the story
MOOD BOARD
CAMPAIGN DETAILS
COLLECTION NAME:
TAGLINE:
SUPPORTING MESSAGE:
VISUALS & MERCHANDISING
PHASE 3:
Step 4: Build the visual world
BRAND GUIDE
Colors:
Fonts:
Style:
Collage Item
VISUAL DIRECTION
Collage Item
Collage Item
Collage Item
Background Pattern
VISUAL DIRECTION
Visual Style:
Adjective
Adjective
Adjective
Adjective
Window 1
WINDOWS
Window 2
Floorplan 1
MERCHANDISING
Floorplan 2
SALES & STRATEGY
PHASE 4:
Step 5: Create content strategy
CONTENT STRATEGY
Purpose 1
Purpose 2
Purpose 3
CONTENT STRATEGY
Screenshot
Purpose 1
Example
List 1
List 2
List 3
Feature
List 1
List 2
List 3
CONTENT STRATEGY
Screenshot
Purpose 2
Example
List 1
List 2
List 3
Feature
List 1
List 2
List 3
CONTENT STRATEGY
Screenshot
Purpose 3
Example
List 1
List 2
List 3
Feature
List 1
List 2
List 3
The brand should feel like...
BRAND VOICE
Instead of:
“Bland CTA”
Say:
“Example”
“Example”
“Example”
CONCLUSION
Summary of results linked back to action plan and behaviors.