Editorial Strategy
A valuable approach to long form content where a narrative is developed and used to tell a brand's story.
YOKOHAMA
Editorial strategy
Strategic Vision
Develop overarching narrative to reach and align with audience values
Goals & Objectives
Develop an emotional connection to increase brand affinity & awareness
Target Audience
Several segments, and demographics all with a passion for driving and exploration.
Content Themes
Content themes identified by focused on product, informative and cultural content.
Programs & Tactics
Annual sponsorships, sales/marketing events, partnerships and brand ambassadors.
vision, objectives & target audience
Vision
Align brand communications, programs and partnerships to establish a personality for our audience to bond with, while delivering reasons to invest through a strong and consistent narrative.
Research & Strategy
A holistic review of brand and marketing goals, existing social strategy, scheduled programs and partnerships revealed a lack of consistent messaging and storytelling. We used these findings and conducted social listening, analysis of marketing and content trends, and identified an editorial strategy that informed, educated and connected to Yokohamas audiences.
Research & Strategic Methods
Social Listening
Sentiment Analysis
Market Research & Positioning
Digital & Content Strategy​
Platform/Channel Weighting StrategyMeasurement Strategy
Social Value PropositioN
Developing a Social Value Proposition involved answering questions such as what the brand believes in, their competitive advantage, who our consumers are including their demographics, psychographics and attributes. Through this process, we created a customer-centric SVP that aligned with business goals and served as our internal direction for our narrative and how we communicate.​
Become a part of an adventurous community
and see how our brand can enhance their experiences
Unite people who love to explore
on their own terms
because our products are tailored for adventure
Editorial narrative
Chapter 3: Editorial Narrative Development​ Delivers a specific direction to each of a brand's programs and communications allowing the brand to create a sense of community.​​ Our Brand's SVP & Values + What The Audience Cares About
The Mark of an Explorer
The Mark is different for everyone - whether you drive off-road, down city streets, through thick mud or on smooth asphalt it defines your thirst for new experiences as you seek your next adventure.
What it means
It represents the characteristics that make up a unique collective that the audience can be a part of.
Why this?
It takes into account brand SVP, overall strategy, values and the personality of the target audience.​
visual treatment,
Storylines & Topics
This phase applied our value proposition and strategy to editorial concepts that involved a universal visual treatment, various storylines and topics to explore.
Treatment that aligned with brand identity and style direction for photography, video, illustration, typography and social.
An intimate confessional series that introduced strategic partnerships and profiles our ambassadors through in-depth and organic Q&A format.
Overview of brand partnerships for a year long editorial engagement.
Treatment that aligned with brand identity and style direction for photography, video, illustration, typography and social.
content strategy
Finalizing Our editorial strategy through concepts and storylines, our final steps included a channel strategy, content calendar & weighting strategy, and measurement plan.
Channel/Platform Strategy
This important process involves reviewing goals, audience, types of media and content that works best on each platform. Style of content, objectives, weighting and publishing frequency
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Content Planning/Calendar
The approach to editorial planning first looks at the overall communications calendar of the brand, then phases our editorial content into four timeframes.
RESULTS
A holistic narrative, and long-term content strategy to align the brand and drive affinity with passionate drivers through diverse and engaging content.