Working with Reginald’s Homemade was possibly my most favorite classroom experience I had at VCU. Under the direction of strategic planner and professor Jessica Collins in a class called Completeness (which is the senior capstone campaigns course for strategists and creative ad students) we met the founder of local business Reginald’s Homemade and heard his story. With a low budget in mind ($12,000) and about 7 weeks of work, my team developed a campaign for him as well as our own “agency” identity. The class was divided into agency’s all competing for Reginald’s Homemade to use their campaign. The judges for the final pitch were Jessica Collins and 3 other creative professionals in Richmond. We won the final pitch with our campaign and presentation.
My agency for the class was a group of 5 and we named ourselves Rackett, after a small baroque instrument piece that despite its size makes a very loud deep sound. Over the course of the semester we developed our own brand and goals.
Our Instagram is at @rackettagency which we used to present a creative brief previously in the semester.
Rackett Agency
Valerie Russo- Art Director
Forrest Mason- Copywriter
Audry Dubon- Social Media Specialist
Kaitlyn Edinger- Strategic Planner
Monica Thornton- Creative Director
Reginald’s Homemade Final Pitch
Rackett, Final Pitch Presentation Intro Video
The Brand’s Challenges
Reginald’s Homemade had recently started being sold at Kroger Mid Atlantic, Whole Foods, and World Market so the major challenges for his business were shelf life, Sales, awareness, and competition from other gourmet peanut butters.
The Roadblock
The hesitation to buy something new.
The Target
Givers.
What is a giver? Why did we choose to target givers?
We targeted the relationships where on various occasions people are buying for others.
Example relationships: Significant Other to Significant Other, Neighbor to Neighbor, Friend to Friend, Parent to Child / Child to Parent, Host to Guest / Guest to Host
Insight
It really is the thought that counts.
Strategy
Relate Reginald’s to giving.
The Concept
Give it forward.
The Campaign
1. Video
Types of Giver’s through Andrew’s unique voice and sense of humor (the founder of Reginald’s Homemade) utilizing the low budget cost of producing simple videos than can be shared online.
Example: The Procrastinator
Other Givers:
-Frenemie
-The Rememberer
-The sentimental giver
-The Overachiever
-The Self Giver
-The Pinterest Giver
-The Explainer/Bragger
2. Internet
Pinterest
We created a Reginald’s Homemade Pinterest Account which they are using currently.
Facebook
Examples of some of the creative content for Reginald’s Facebook page.
Paid Search
In our deliverables to Andrew we laid out different options for a paid search plan using Pay Per Click- PPC, or CPM or Cost per Impression to use the majority of the budget for the next year. We showed him how Reginald’s was not coming up under gourmet peanut butter or peanut butter gifts and how beneficial to his brand awareness a simple Google search could be.
Website Improvements (addition of embedded map of locations to buy the product on Where To Buy page and expanded Gifts page)
3. Other Deliverables
12 Days of Reginald’s Social Media Campaign
Twelve Days, Twelve Relationships, Twelve Nut Butter Combos
Holiday Gift Guide
A poster, visible at the farmer’s markets (where Reginald’s Homemade usual sells locally) to attendees to stimulate the idea of Reginald’s Homemade as a gift.
The posters front can be converted to a distributable flyer, and on the back there’s various ways to incorporate Reginald’s into your type of gift.
5. Our Ecosystem
How does this all fit together?
6. The Budget
$12,000-one year or $1,000 per month
Videos- homemade/in house production
Facebook, Instagram, Pinterest, Website updates
Farmer’s Market printed items- $ for ink, printer available
Majority of budget—–> focus on SEO Marketing and Facebook promoted posts
Credits
Social Media (Pinterest and FB Page): Audry Dubon and Valerie Russo
Holiday Gift Guide: Audry Dubon
Pitch Powerpoint: Everyone
Video Production
Intro Video: Kaitlyn Edinger
Giver’s Ripple Effect Video: Drawing and editing by Monica Thornton, voiceover and filmed by Audry Dubon
The Procrastinator Video: Writing and editing by Forrest Mason, acting by Kaitlyn Edinger, Audry Dubon, and Forrest Mason
Research
On Site: Kaitlyn Edinger, Valerie Russo, Forrest Mason
Farmer’s Market On Site: Monica Thornton, Forrest Mason
SEO Marketing: Monica Thornton
Ecosystem presentation visuals: Monica Thornton
While we each have our specialities, we did this campaign together.
Everything from strategy to concepting to our executions was a team effort. We each fulfilled our parts while helping each other. I hope I am fortunate enough to work with a team as fun, inspiring, and hardworking as this again one day.