T. Nicole: Audience Analysis + Marketing Plan
Strategic Ideas
To provide the brand with a unique role for her Audience: T. Nicole promotes how to own your truth as a lifestyle and inspire your desire to be fearless and bold every day.
To reimagine a Brand Purpose: To boldly empower fearless women to own their truth as a lifestyle.
To develop an Ambition + Market Positioning Statement: To become the first legacy Black-owned handbag brand; T. Nicole unapologetically disrupts how to shop Black-owned brands by inviting women of every background into the experience of luxury fashion.
Summary: HandsOn Twin Cities partnered with Target’s pro bono efforts to connect minority businesses with various talents within the enterprise from finance to marketing to merchandising and that’s how I met the founder of T. Nicole. She wanted to identify and define her target audience, build a strategic marketing plan, inclusive of a content strategy that establishes credibility, drives brand awareness and helps build trust and engagement.
My Role
For the ProBono Project with T.Nicole, I lead and facilitated workshops for the audience analysis and strategic marketing plan. My goal was to drive clarity and provide strategic guidance for other team members on how to innovatively plan a campaign for a small brand. By guiding the team through a brainstorming and synthesis exercise where we included psychographic and demographic data, we were able to build three comprehensive consumer profiles to serve as segmentation north stars for the brand.
The Results
The founder of T. Nicole was overjoyed with the portfolio of work and felt she had exactly what she needed to be able to scale messaging campaigns for her upcoming product launches. The result of the work and experience also led to glowing reviews from the EVP and Chief Guest Experience Officer, Sr Director of Brand & Category Creative and even the Chief Marketing Officer at Target!