Grack Industries strives to revolutionize the sporting industry especially within the education system. Grack hopes to provide sustainable, affordable, environmentally conscious sporting equipment both in small quantities or in bulk.

Job: Grack-7-17-05

Title: Grack Sporting Equipment

Date: 12/09/2024

1. Why does the brand want to advertise? What communication problem is it trying to resolve? This is different than a business problem.

Grack Industries strives to revolutionize the sporting industry especially within the education system. Grack hopes to provide sustainable, affordable, environmentally conscious sporting equipment both in small quantities or in bulk. 

2. Who is the audience? Research this.

a Demographics – The audience would be athletes, sports teams, schools/gym teachers.

b Psychographics – This audience lives a very active lifestyle, with a go getter personality. They value things like fitness, health, energy, and convenience.  

c Behavioral – Sporting Equipment sells itself. Anyone just beginning a sport needs to purchase sports gear. Grack’s goal is to make it affordable and long lasting.

d Geographics – This audience would be mostly active communities, places with a lot of gyms, parks, and schools.  

3. Who are the brand’s competitors? Research this.

Some competitors would be Nike, Mizuno, New Balance

4. What do they (audience members) currently think (about the brand)? Research this…reviews, social, etc.

The audience currently thinks Grack is a very environmentally friendly brand that makes quality products out of recycled and sustainable materials.

5. What do you want them to think (about the brand)? (THINK CONSUMER BENEFIT. What the product does for the end-user.) WIIFM? What’s in it for me?

The consumer benefit is affordability, sustainability, and durability. They will be getting well made, long lasting, reasonably priced products.

6. Why should they buy this brand (product or service)? Clearly answer: “WHY BUY?” Look at recent advertising to answer.

People should purchase their equipment from Grack because we are focused on our audience. The prices cannot be beat while the products are made with respect to the environment.

7. What is the big message you want them to know? (THINK SLOGAN-ONE SENTENCE.)

Play hard, play sustainably.

8. Determine what the brand’s positioning is. Do you want consumers to say it’s safe, cool, fun, reliable, etc.? (WHAT IS THE BRAND KNOWN FOR?)

The goal is for our product to be reliable and low cost for consumers while we show active care for the earth.

9. What is the brand’s USP? (UNIQUE SELLING POINT OR PROPOSITION?) What separates this brand from its competitors? What benefit stands out the most? Research this from reviews, socials, etc.

We not only make our products out of recycled materials, but we also sell them at a very low and affordable price for the less fortunate. Especially when it comes to schools, we sell our products in bulk making it easier to buy for different organizations.

10. What is the brand’s character or personality? Describe your brand like a person. The clues are in the current ads.

a What kind of personality does the brand have? The brand is going to be vibrant, fun, and eye catching. 

b Who would the brand be as a famous person? (athlete) Someone like Serena Williams or Klay Thompson would be good because they actively speak out about climate change and promote sustainable practices.

c Who would that famous person be in relation to the consumer? (A coach, friend, uncle, sister, neighbor, dad?) The famous sponsor would be a coach in relation to the costumer

d How would that person (friend, brother, boss) speak to the consumer? How would a coach speak to team members? THINK ADJECTIVE. A coach would be authoritative, encouraging, concerned, etc. This is the brand’s TONE OF VOICE. (Use it in #11 below.) They would be encouraging, motivational, and inspirational. 

11. What is the tone of voice? (HOW YOU SPEAK TO YOUR AUDIENCE: Think adjective. Refer to #10d, above.)

The tone of voice would be enthusiastic, friendly, and supportive.  

12. What kinds of tactics (specific ad/promotional techniques) do you want to use? For example, do you want to use viral marketing, interactive online components, ambient messages, print ads, transit (buses, subways, taxis, etc.), new media, direct mail, or other vehicles?

To start, viral marketing may help get a following. Later on, advertising at sporting events, and on sports broadcasts would be helpful in getting the word out. 

13. Think about what kind of campaign will generate press and create buzz.

Campaigns including well respected athletes promoting the products and sharing the mission alone would create buzz.

Cognitive - Think

Affective - Feel

Conative - Do

14. Which of these (can combine) is your best approach. See chapter 2 book or powerpoint to list your strategies ideas here. It is ok to list a couple if you are not sure. 

I believe the best approach to take for the company would be a combination of cognitive and affective. Since we are all about saving the environment, we are a sustainable business that uses recycled materials. This will gather the attention of both athletes, and the people who love and care for the planet they live on. Everyone should begin thinking about taking better care of the environment.

Subhead: Affordable, durable, and eco-friendly.

Body Copy: Grack Industries provides affordable, eco-friendly sports gear for schools and athletes. Durable and sustainable, our equipment is perfect for those who care about the planet.

Slogan: Play Sustainably

Website: www.gracksportings.com

Eco-Friendly Gear for a Sustainable Holiday Season

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Wishing you a happy, active, and sustainable holiday season!

Body Copy: Have you ever thought about the environmental impact of your sporting equipment? Some people pay $20 for a soccer ball just to lose it in the woods. At Grack Industries, they strive to diminish the waste of both production and usage of sporting equipment. Their product is made of 100% recycled materials, while looking super cool, and being incredibly affordable. In a blog by EcoSports.com, leather production and PVC usage are specifically mentioned as damaging materials that are currently being used to make common sporting goods. Grack Industries does not use these materials or any other harmful materials in production. All of their finished products are biodegradable and animal safe, so you do not have to worry about what happens to your ball after you lose it. Their main priority is to leave animals and the planet alone while also providing great quality products to athletes. Grack takes pride in their ethically sourced materials and eco conscious production. They have done extensive research ensuring their product, packaging, and manufacturing generate as little negative impact as possible. Their factories are powered by renewable energy sources including solar and wind power in order to minimize carbon footprint.