Go-to-Market Concept Plan for a self-created Small Business developed by Madeleine Nelson for “ABUS 3201: Digital Design Strategies for Small Businesses” at the University of Minnesota during the Spring 2024 Semester.
Brand Development and Marketing Strategy |
For this project, I conceptualized and developed The Local, a brand that seamlessly blends bohemian styled garments and up-to-date fashion trends with a smooth sailing juice bar experience, uniquely catering to the needs of a Midwest audience while invoking the coastal charm found in Florida surf shops. From brand creation to marketing execution, I took full ownership of bringing this concept to life, with an emphasis on sustainability, wellness, and creating an immersive in-store experience.
Key Contributions |
Brand Identity and Development: I designed The Local’s comprehensive brand identity, creating its story, values, and visual language. The brand represents a perfect fusion of coastal nostalgia and Midwestern charm, offering sustainably made, bohemian-inspired clothing alongside fresh, handcrafted juice smoothies. Every element of the brand speaks to the unique lifestyle it represents.
Go-to-Market Strategy: I developed a full market-entry plan, identifying a target audience of women aged 20-35 who value eco-conscious choices and crave and immersive shopping experience. My strategy incorporated both digital and in-store tactics, aiming to build strong connections with the community through personalized content and engagement driven campaigns on Instagram, Facebook, and Google Ads.
Website Design & Digital Content Creation: Using Squarespace, I created a visually captivating and functional website that captures the essence of the brand while offering a seamless online shopping experience. I designed mockup advertisements and social media posts using a combination of Pinterest and Canva, developing content that reflects The Local’s aesthetic and storytelling Principles.
Market & Competitive Analysis: I conducted a thorough competitive analysis within the fashion and juice bar industries, identifying key trends and consumer needs that set The Local apart from other brands. This informed our strategic positioning and market entry approach, ensuring a distinctive space within both the fashion and wellness markets, along with the entire retail industry.
Results & Impact |
By merging two distinct industries, The Local establishes itself as a unique destination for customers who want more than just products—they seek an experience. The combination of beach-inspired fashion and wellness offerings, paired with a strong commitment to sustainability, provides customers with a brand that resonates deeply with their values.
This project reflects my ability to ideate, create, and execute an entire brand experience from the ground up. It demonstrates my strengths in brand development, digital marketing, content strategy, and the use of tools like Squarespace, Canva, and Pinterest to bring a vision to life. Through The Local, I’ve shown my capacity to drive a brand’s growth and success in the competitive retail market, creating a compelling and authentic narrative that speaks to both the heart and lifestyle of the target audience.