Outdoor Voices x Austin Parks Foundation Creative Brief
Founded in Austin, Texas, Outdoor Voices will be releasing exclusive colorways in partnership with the Austin Parks Foundation, with 20% of profits being donated to APF. The campaign is meant to bring attention to caring for our parks, celebrate Austin’s greenspaces and outdoor spirit, and honor OV roots as the company grows.
Donations will be used for environmental preservation and conservation efforts, fostering community, and supporting sustainability efforts.
Events will be hosted at various Austin parks by OV and APF, featuring community education, brand awareness, and community sustainability efforts.
Goals and Objectives
Community Engagement: The campaign should encourage community engagement through events and foster connection-building.
Donations: 20% of profits for the apparel line will go to APF; organizations partnering for events must make a certain minimum donation to participate. Social Media profits will also contribute 20% to APF.
Brand Alignment: Tie OV back into its Austin roots, push Austin pride and how this campaign and its events will foster community, and continue building OV as a household name in ATX.
Audience
Traits: Active, community-oriented, singles, couples, and families, college students, a wide education range with a higher percentage being college-educated.
Age & Location: 18-55 in Austin, Texas
Gender: Both genders, a slight skew toward women.
Income: Middle to upper-middle-income individuals
Interests: Environmentalism, health, wellness, nature, art, local brands, community engagement, culture, sustainability
Messaging Tone
The messaging tone should be adventurous, creative, energetic, and caring.
Assets and Deliverables
Exclusive apparel collection with APF
Social Media content for all aspects of the campaign, including posts, stories, captions, hashtag sets, and video content.
OV x APF park events, cleanup initiatives, fitness classes, and community engagement.
Local artist collaborations
Posters
#OVxAPF
Stakeholders
Investors
Employees
Customers
Austin Community
Budget - $30,000
Timeline
September - November 2023
The exclusive Clothing Line will run from September - November 2023
OV x APF events will take place 9/5-10/5
A release party will occur on 9/1 at Zilker Park in Austin, TX.
Social media campaign will run from September to November 2023 on all social media platforms.
Distribution
Schedule out social media posts to run 2-3 posts per day across social platforms, with posts, stories, carousel posts, and video content. Include copy written for captions with efficient marketing keywords and tactics.
The exclusive clothing line will debut in stores and online on September 1, with a release party at their original location, and will run until November 1, 2023.
