What’s Sit Pretty?
Sit Pretty is an internet T- Shirt Company that is Christian based. They sell shirts that empower people with sickle cell anemia and to young girls and women. The company wants to give a positive representation to girls in order to show that they can showcase their beauty in a positive way. I will be doing my capstone project on this company. The project will consist of a Story Reference Book, Situation Analysis, Market Analysis, Goals and Objectives, and Target Audience/ Analysis.
According to Wolf ( Building Imaginary Worlds), A narrative often plays in a world’s first appearance. Marketers oftentimes sell a story and that story sells the product. A successful world makes great use of words, images, sounds, and interactions. This project has a combination of all of these characteristics. ( pg. 247-248)
1. Story Reference Book- Plot: Little Suzie Q is bullied at school for not having long hair and wearing plain clothes, a teacher talks to her one day and gives her the t- shirt. The next day Suzie wears the shirt to school and all the children admire her shirt and she makes new friends. Suzie gains new confidence and even styles her hair a different way to match the shirt, even when Suzie isn’t wearing the shirt, she maintains the same confidence and she gets other shirts like the #SitPretty shirts because she feels empowered and stylish. When she sees another girl being bullied, Suzie comes to the girls defense and also gives her a t- shirt.
Another little girl with sickle cell is in and out of the hospital and she is tired of seeing her hospital gown, she wants a t-shirt that will make her feel beautiful so her mom buys her a #SitPretty T-shirt and she loves the woman with the mirror on it, when she wears the shirt she walks around more and practices her model walk and she feels confident.
The t- shirt company wants to produce quality t-shirts that show beauty and what the children call ( swag). When people wear the t-shirts, they need to feel empowered and feel that they do not have to degrade themselves or conform to societal pressures in order to feel and be beautiful. Also, when sickle cell patients wear the shirts, they need to feel empowered and that they are beautiful and can be a fighter and successfully live and battle through their autoimmune disease.
Tone: The tone is uplifting and everything involving beauty, fashion and confidence.
Peculiarities of the World: strictly an internet business, a one person business,
Characters: This small company consists of two people. There are two people in this narrative, Doug ( now deceased from sickle cell anemia) and Marsha. These people are the founders of the t-shirt company. Other characters are future customers such as girls the age of 9 to 18 ( ones like Suzie Q at school ), their parents and guardians, and sickle cell patients ( the girl at the hospital).
2. Situation Analysis- Product Situation: Sit Pretty is a small internet T- Shirt company that is about to be revived. The company needs more exposure from Instagram, Website and Print Ads. The story about its positive beauty and sickle cell anemia needs to be fully told on these platforms.
Product distribution- the t- shirts are shipped to the buyers
if #SitPretty ever goes to stores, that will be another form of distribution
Product advertisement- it can be advertised through word of mouth, the various organizations, Instagram, and its future website
Environmental : none
Strengths: it reaches younger audiences and trendsetters
Weaknesses: it is a new business
Opportunities: it can reach audiences worldwide because it is on the web
Threats: the competition such as Sevenly. Sevenly sells shirts and other items and gives the proceeds to different charities. In order to get Sevenly’s customers I would have to tell a story of generosity and work more with sickle cell organizations. Sevenly reaches out to a Christian audience. My brand would be differentiated because it has a dual component to its story, it’s about, fashion & style, the upliftment of women and girls and people with sickle cell.
Salience: Customers being happy with the product
3. Target Audience/ Analysis- The market of my client are girls between the ages of 9 to 18. They also want to expand to the college group and the sorority group ( people who are in AKA, Delta, and Zetas). Young Millenials are in the age bracket of 18-29 and it is a small portion of Sit Pretty’s target market.
According to Content Marketing Manager Maris Cohen, millennials are ” social media savants, selfie experts, experience seekers, value hunters, convenience junkies, savvy shoppers, and authentic.” . Maris states that they want to be treated as individuals and not generalized. After all, everybody is different and do not buy the same things or have the same interests. Millenials are estimated to spend $1.4 trillion annually by 2020 . For the case of this study the millenials can be segmented from ages 18 to 24 ( college age). Age has a lot to do with spending habits and behaviors. According to CivicScience, most younger millenials are single and have never been married, fewer are married compared to older millenials and fewer have parented a child.
In Maris’s study she stated that
“Younger Millennials are more optimistic about the state of our economy. They’re less likely than their older counterparts to think Donald Trump would make a good president, and more likely to see the new “Star Wars” movie. Younger Millennials are more likely to applaud Bernie Sanders’ performance in the first Democratic debate. And they eat granola with a higher frequency than their elder Millennial brethren.”
1. NPD studied 8,766 Millennials and found that they specialize in beauty both online and offline. They are more likely to visit special beauty retailers when they need something like mascara.
This chart from the NPD studies show how well these specialty stores have done by catering to the younger Millennial generation. They spend lower in children based stores than stores geared toward them and older audiences. Stores like North Face and Lululemon have had incredible sales from ages 18 to 34 because they sold clothing items that anyone can wear. Although the target market is mostly geared towards little girls, some millennials are in that target market group and they can be major buyers if the product appears neutral and not childlike.
In order to appeal to much younger audiences, t- shirts can be specifically designed for them in fun colors. Since Millenials shop specialty stores, this means success for #SitPretty because it is a specialty store that caters to their needs.
3. Younger Millenials are Sportier-
They tend to own more active wear and shop at more sports good stores
4. Younger Millenials Spend Less on Accesories
Sit Pretty can target this audience because it is a specialty shop that is about the beauty of girls and it is dedicated to a special cause.
Sandra L. Calvert explained that children have great influence in what their parents buy and there has been numerous media outlets dedicated specifically to children. This article discussed stealth advertising ( hiding its agenda), advertising that doesn’t look like advertising. In this type of advertising, characters are used or people are doing everyday things in the advertisement but the attention is still drawn to the product. This type of approach can be used for the Instagram page for Sit Pretty.
The Harvard Business Review page discusses how women control $20 trillion dollars in consumer spending world wide. This includes moms, aunties, grandmothers, students and anyone that is buying Sit Pretty t-shirts. According to the women speak world wide early results, young women are starting to make more than men and they do make more than men in certain states. The future is bright for women. Since the company is for women, the potential for positively meeting the needs of women an catering to them are great.
According to Business Insider , this is how to connect with the teenagers ( a huge part of the market) (13-18). The cause of sickle cell and the fashion aspect of the company has a lot of untapped potential with this age group. The fashionable interactions on the three different media platforms and the different ways people can be empowered through this cause will attract these desired customers.
According to the research, the media habits of children ages 8 to 12 include TV, radio, video games, and magazines. Tweens are children who want to be teenagers but are not old enough yet. The Sit Pretty company is targeted towards this group up until high school, and the company also wants to target the college aged group and girls in sororities.
The article states that tweens spend their money on:
o 82% on video games, music, movies, books, videos/DVDs, virtual worlds, etc.
o 57% on food/beverages.
o 42% on toys (games/dolls/collectibles)
o 40% on clothing/shoes/accessories
According to the CDC
It is estimated that:
- SCD affects approximately 100,000 Americans.
- SCD occurs among about 1 out of every 365 Black or African-American births.
- SCD occurs among about 1 out of every 16,300 Hispanic-American births.
- About 1 in 13 Black or African-American babies is born with sickle cell trait (SCT).
The Sit Pretty company can be a community for people with that disease and to empower them.
4. Market Analysis
Socio- economic Information: The socio- economic group that buys these competitor’s shirts and that #SitPretty is trying to reach is the middle class whose occupation include managerial, administrative, and professional positions, Lower middle class people whose positions include junior managers, clerical, professional, and skilled manual labor.
1.Teespring is a t shirt company that mostly caters to women & men but mostly women. The target audience is college students that are politically and socially, aware go to class, have a style that is comfortable yet stylish, and use texting language
According to Stateuniversity.com college students spend 5 billion a year on clothes and shoes. They spend the most on food and beverages and entertainment . Full time students represent over 60 million dollars in buying power.
Customink.com is a t- shirt company that allows women to choose their style of t-shirts and hoodies and they can design it online. Their target audience is adult women from young adults to middle aged and working women. They cater to men too but not as much as women. They also cater to women who may have jobs that allow them to be creative, have creative gear and team shirts.
Sevenly is a t- shirt company that is similar to #SitPretty, they take proceeds from their t- shirt company and donate it to charitable causes. Their target audience is the Christian audience and people who love giving back. According to Mashable, Sevenly became the winner of America’s Most Social Small Business.
Sit Pretty wants to get on this level in sales or past it
Sevenly is a brand that is more similar to #SitPretty.
According to Instyle, There are a couple trends to look forward to. Teespring mastered the graphic t design and Sevenly uses the vintage design. Since #SitPretty doesn’t have that many designs and it says a message it fits into the vintage category that instyle talks about. The top 4 t-shirt designs/ trends that people are buying are the
- Graphic t
- Striped t
According to what Laurie Russo said in her article, Mastering Marketing, in order to get your audience to consume your content, it has to be of substance, meaningful and have editorial quality. #SitPretty fits these qualities because its message to young girls and people with sickle cell is empowering and the duality of the stories in one organization makes the company different and meaningful. These other companies, especially Sevenly, fit this criteria which is why they could be strong competition.
Demographics: According to the previous information from the CDC, African Americans are more likely to get sickle cell. The sororities that the owner is trying to reach is also black sororities. Although we are trying to reach all races and ethnicities, mostly black women and girls may be reached or drawn to the product the most.
5. Goals and Objectives
Goal 1- To get more exposure
* Objective 1- Get exposure in the next three months by creating content via Instagram, Flyers and a Website
* Objective 2- Recruit models for the Instagram page
* Objective 3- Get exposure through word of mouth via events and through the usage of hash tags in the next three months
Goal 2- To better connect the sickle cell story with the story of positivity for girls
* Objective 1- Connect more with the sickle cell community within the next three months by reaching out to various organizations ( ex: the sickle cell organization in Atlanta, the national sickle cell research center)
* Objective 2- Get testimonials from sickle cell survivors and get testimonials from girls who have had low self esteem or girls that have positive body and beauty images, get testimonials from customers about how they like the product.
* Objective 3- post uplifting content about body positivity/ what #sitpretty stands for, and uplifting content about sickle cell that requires customers to interact and talk
This transmedia storytelling campaign is composed of 3 narrative threads
Market Research for Flyers
#SitPretty plans to reach out to Sickle Cell organizations by going to their events, speaking and handing out t- shirts and flyers. This can open up other doors for #SitPretty to even sell t- shirts at these organizations and also hand out flyers.
According to Scientific American, we read more intensively on paper than we do on screens. With flyers, customers have a better chance of paying attention to your message. Opportunity Marketing backs my strategy of handing out flyers to where the target audience will be. They state that your flyer has to be seen at the right places.
Opportunity Marketing states that flyers are ideal when done right because using various approaches increases visibility. Capturing offline customers can be vital to business. Also, obstacles can get in the way that stops customers from accessing the online channels like
- Social feed algorithms diluting the audience
- Slow internet connections
- Scrolling past information without fully processing it
Flyers can facilitate word of mouth marketing. George Silverman talks about word of mouth marketing in his book The Secrets of Word of Mouth Marketing. Customers want to talk to their friends and family and trusted advisers instead of listening to marketers. Listening and granting what the customers want, through what they say to others is a crucial way to increase word of mouth. ” Indirect communication through word of mouth has now moved from highly desirable to crucial- the central tool of marketing.”
Flyers are the tools to give ” overwhelmed , split-focused, multi- tasking ” people the relief they need. They can use the simplicity of the flyer to spread the word of the business to others.
YourMarketingUniversity gives 7 tips on how to market flyers.
- Keep it simple and not cluttered
- Use customer testimonials on your flyers
- Don’t go crazy with your design
- Use full color if at all possible
- Don’t run cheap photo copies
- Be sure to include a coupon or discount
- Make it easy for them to find you
According to the article 7 Social Media Psychology Studies That Will Make Your Marketing Smarter, Emotions shared online are contagious ( especially happiness).
Strategy: My strategy for the Instagram page was to post encouraging and inspiring quotes and content that would have the audience interacting. The study backs up this strategy because the positive message correlates to the brand and it will the positivity will be infectious and cause customers to buy and/ or interact with the brand.
Getting social feedback leads to a greater sense of belonging.
Strategy: Posting messages that relate to little girls or sickle cell and getting the consumers to interact through those messages encourages a community. Working with sickle cell organizations or even asking for audience feedback creates a space where the consumers can feel comfortable to talk.
According to the user testing blog, consumers become brand advocates and my suggestion of posting a customer in their #SitPretty shirts proves this marketing research right.
The Keyhole website calls this Fan- Photos. They encourage the sharing of industry related content.
According to research by Heather A. Antoine in her article Hashtagging: What you need to know about Hashtags as trademarks , Hashtag litigation, the FTC, Viral Campaigns and More. Hashtags facilitate categorization and searching on social media. They are descriptive devices and some hashtags can be trademarked today. When I was revamping the #SitPretty Instagram page, Instagram asked if I could use the hashtag to be attached to the brand, so when people typed the hashtag they could find the page.
According to Sprout Social. Thursdays and Fridays are the best days to post content. The most popular times are 5 a.m, 11 a.m and 3-4 in the afternoon, Wednesdays at 3 p.m and Friday at 5 a.m. Thursday is the best day to post on Instagram.
The Later blog site stated that it is best to post in the time zone that most of your followers are from. Followers can be analyzed on Instagram insights when you have a business page.
According to the Top Seven Overlooked Benefits of Testimony , by Forbes
- Increase Customer Loyalty
- It’s Good Practice for Referrals
- Natural Language Pulled Directly from Customers- ( put the customer’s testimonial in their words)
- Learning Opportunities- you can learn from customer testimonials and feedbacks
- Staff Appreciation
- Sharability – testimonials are easy to share on other platforms
- Search Engine Optimization ( SEO)- the more testimonials you publicize the better your search results
Organization and Business Partnerships
According to the BRQ Business Research Quarterly, cross sector partnerships is a powerful vehicle for implementing corporate social responsibility, and for achieving social and economic missions.
The sickle cell cause is close to the owner of #SitPretty, a mutually beneficial partnership between a sickle cell organization and the store would be ideal to put more money in the research and to encourage people with sickle cell and they can in turn buy the product.