BYLT Basics Written Marketing Plan: #investinyou

Written May 24, 2022

Our goal is to establish BYLT Basics as the household name for premium basics apparel in North America. 

Strategy

We want to continue to build BYLT Basic’s overall brand identity, its brand awareness, audience engagement, and promote the narrative of investing in oneself with BYLT Basic apparel. 

Competitive Analysis  (SWOT Analysis)

  • Strengths
    • Wide variety of premium quality men’s apparel at a more or less affordable price
    • Established brand ambassador campaign
    • Instagram page is solid
    • Already implemented user-generated content (#ByltForThis)
    • Their website, Instagram page, and Facebook page ranks first on Google
  • Weaknesses
    • Limited selection for women and kid
    • Expensive shipping cost
    • Content on social platforms are more focused on products and lack clear brand identity and messaging
  • Opportunities
    • Facebook, TikTok, and YouTube channel are consistently putting out content, but have nowhere near the engagement that their Instagram page has
    • Introduce more size inclusivity, women, and children apparel
    • Leverage current ambassadors more
    • Expand ambassador family to include more women
    • Continue to engage with followers on smaller platforms (already doing so on TikTok)
  • Threats
    • The athleisure market is highly saturated and competitive 
    • E-Commerce and digital space is crowded, making it more difficult to stand out among the rest
    • Brands are offering similar products as BYLT for lower prices

Audience Definition

The BYLT audience looks to be males and females millennials who are into fitness, but are also working full-time. Their start began on their website​ ​and​ ​launched​ on ​social​ ​media​ via ​stock​ ​photography​ ​and a​ ​custom​ ​photoshoot. It’s safe to assume that their main demographic are on social media, hence shared media being a key component for BYLT.

The three main audiences are as follows:

  1. Athletes
    • Average age range: 24-35
    • Gender: Males
    • Habits: Typically spends two to four hours a day working out four to five days a week
    • Preferences: Apparel that are functional, comfortable, last a long time, and can generally pass as clothing other than for working out
  2. Modern Workers
    • Average age range: 24-38
    • Gender: Males and females
    • Habits: Typically works full-time, 9-5 in an office; they work out before or after work and on the weekends as a healthy social activity.
    • Preferences: They can afford to pay more for quality basics that can pass as their office attire, workout gear, and casual clothing.
  3. Up-And-Coming Individuals
    • Average age range: 21-26
    • Gender: males and females
    • Habits: Typically a full-time student who’s working part-time or recently graduated and are in the early stages of their career who strive to make time to maintain their health by working out in their off time.
    • Preferences: Similar to the modern workers, they want athleisure apparel that can pass as their workout outfits, as well as their office attire. Premium basics would make up a small percentage of their wardrobe, but they’re striving to upgrade their wardrobe from a college student’s to a working professional’s.

Narrative

Everyone has their own style, regardless of how glamorous or simple it may be. Some people might be more inclined towards layering with accessories littering their outfit, while others would prefer to live in their gym clothes. Regardless, they’re both awesome. 

There is however, one component of one’s attire that pretty much everyone has in their closet, and that’s basics — solid tee-shirts, socks, pants, undershirts, you name it. An individual sporting a suit is rocking an undershirt to protect their dress shirt, another has their reliable pair of shorts that fit any occasion, and someone else pairs a solid tee that complements their intricate outfit. 

Ask anyone, and they probably have a go-to piece they know will pose reliably no matter the occasion, whether it be matching the rest of their wardrobe or being absolutely comfortable. 

This is where BYLT Basics fits into the equation. 

At BYLT, we’re bringing the essential basics with premium quality. Say goodbye to the six-pack of tank tops and underwear that you have to replenish every year, and say hello to staple pieces in your closet that you know you can rely on. 

We believe in investing in top quality without the price tag and commitment to comfort. We execute this by skipping the retailer, working directly with the manufacturers, and concentrating on fit, design, and material selection for long-lasting basics. 

Think about it as more than just investing in your wardrobe, but investing in your life journey. Your lucky pair of socks that also happen to go well with your suit and your hiking boots? Your default pajama shirt that is also your default tee-shirt that pairs with your dinner outfit? 

Our pieces are for everyone, all shapes, sizes, and passions, just like basics are a universal component in everyone’s wardrobe. We want your outfits to reflect you and you deserve the highest quality. BYLT is all about helping you feel the best, by looking the best, wearing only the best. 

We’re ready to invest in your life accomplishments, are you? 

Messaging Statements

  • Invest In Quality
    • BYLT Basics skips the high-cost retailers, so they can invest in high quality without the hefty price tag. Working directly with their manufacturing partners allows them to spin and weave completely unique fabrics.Each of their garments undergoes a development process where fabrics and technology merge and have developed new fabric technologies that are characterized by advanced comfort and quality, so you can have longer-lasting basics.
  • Invest In Versatility
    • Investing in basics doesn’t necessarily mean it has to be drab. With the variety of styles and colors in BYLT’s catalog, there is always going to be something for you, whether it be for the office, the gym, outings with friends, or simply just loungewear. 
  • Invest In You
    • Just as you are investing into BYLT Basics with your outward expression, BYLT wants to invest in your journey as well. We want you to know that the BYLT community stands behind you, whether it be through social media or through recognition outside. 

Tone of Voice & Visual Guidelines

The current tone of voice works on both the social channels and the website, but it could be more targeted to BYLT’s audience and feel more engaging. As of right now, their Instagram captions are succinct, but feel a bit detached. Their tone of voice could be in first and second perspective, implying BYLT is talking directly to consumers and appearing more personable by using the pronouns, “you” and “our.” Captions and text should tap into the Millennial interest in their career hustle,  Gen Z interests of wellness, and  experiential perspective of Gen Z, and their combined interest in working out.

Visually, BYLT could focus more on people-oriented content, rather than the majority product-focused photos that are on the platforms. Going a bit deeper, the people-oriented posts could include the voice of the individual and not focus too much on the product that they’re wearing. 

Channels approach (PESO)

  • Paid Media
    • BYLT already takes advantage of a combination of paid and owned media through their brand ambassadors and partnered influencers. They make this very apparent through their ambassador page on their website, that labels said brand ambassadors and partnered influencers as their “team” and “friends and family.” Each of the team members/brand ambassadors have a page on the BYLT site dedicated to them, as well as their favorite BYLT pieces. By selecting ambassadors that align with the brand’s vision, BYLT attracts their target audience who are also associated with their ambassadors. 
    • Upon searching for “premium basic tees,” BYLT is the second organic result that shows up, as well as one of the paid items to shop for on the side. They’re already implementing sponsored search results, but this could be amplified further. 
    • For paid media, the primary channels we will use are Instagram, TikTok, and search results. BYLT began its journey on Instagram and their primary audience uses that channel, so it only makes sense to invest money into that avenue. As a clothing brand, it’s important for their current and potential customers to be aware of what exactly is being sold, so Instagram just makes sense. Additionally, the Instagram algorithm now makes it easier to purchase items on the app without having to leave it, making it more accessible for consumers to make purchases. All BYLT has to do is integrate their sponsored posts with tags to their shop page on Instagram, creating a seamless experience for audiences. 
    • When people think of premium basics, their minds gravitate towards Calvin Klein, Madewell, Lululemon, Uniqlo, or Everlane. We want to turn that mindset into BYLT, and this can be started by drawing new eyes from search engines. Even if they don’t click on anything related to BYLT, just seeing their name is enough to imprint a tiny recollection while they’re on the search for basics. 
    • For TikTok, BYLT already has branded organic content that incorporate the latest TikTok trends and audios, so it wouldn’t hurt to pay for promoted posts. 
  • Earned Media
    • For earned media, this could be as simple as BYLT making it onto a list created by a blog or site such as Men’s Health ranking the top 20 men’s basics brands.
    •  Another example is something BYLT has already accomplished, but could focus on achieving more and that is having a BYLT product make an appearance next to a celebrity or major influencer. This occurred when global digital-media agency, World Red Eye captured a photo of DJ Zedd wearing his BYLT black tee posing next to DJ Tiesto. Zedd nor Tiesto weren’t paid to wear or post with BYLT products, but the impact is still there. Something as miniscule as a photo of a celebrity wearing a certain apparel has a degree of influence that’s often overlooked. It has gotten to a point where there are social media accounts dedicated to identifying what product or apparel a certain figure was spotted wearing or using. BYLT has already begun to tap into this, but the potential could be explored more. 
    • Additionally, BYLT has participated in collaborations with other influencers to create merchandise for them (for example, “BYLT x Run It!” in collaboration with photographer Rory Kamers, who also happens to be a brand ambassador for Canon), further expanding their reach. This was apparent when BYLT posted a photo of Kamers in the BYLT x Run It! merchandise walking next to famed singer, Justin Bieber, subtly associating BYLT with him. This piece of PESO falls partly under earned media as well.
  • Shared Media
    • The current content on BYLT’s social channels are a mixture of majority product-focused content and people-oriented content. The Instagram and Facebook pages have similar, if not the same content, whereas the TikTok account showcases the products with a spin utilizing trends and having the BYLT ambassadors create TikTok content. The YouTube channel showcases apparel and has an ongoing series called, “How It’s BYLT.” 
    • Moving forward, BYLT should focus on three core pillars: reach, revenue, and resonance. Reach aims to increase overall brand awareness with target audience, revenue aims to increase BYLT’s overall market share, and resonance aims to amplify consumer relations and build new relations, which will lead to monetary conversions. 
    • In order to build reach, BYLT should implement a consistent posting schedule based on each app’s algorithm, utilize the #investinyou tagline, and continue to post a mixture of product-focused and people-oriented content. In order to build revenue, they should drive target audiences to brand offers in a way that doesn’t come off disingenuous and prioritize customer service. In order to build resonance, BYLT should engage with consumers across all platforms, encourage consumers to share their BYLT outfits/experiences, continue ambassador and influencer programs, and encourage employee advocacy. 
  • Owned Media
    • Adding onto owned media, BYLT can launch a blog section on their website that doesn’t necessarily focus on BYLT products, but implements it within the blog. By curating relevant blog posts that audiences can find via a search on their preferred search engine, it will bring users to the BYLT page, potentially leading to a sale. This can look like someone searching for insight on how to style an outfit for the office that can seamlessly transition into a gym attire after they get off of work. They stumble upon a BYLT blog post that helps answer their question and while they’re on the page, they might as well check out what BYLT has to offer since they also happen to sell products that are mentioned in their question and blog post. 
    • Additionally, they can add more to the section for their community by featuring outfits consumers have posted and tagged BYLT in. This can be taken a notch higher by having consumers submit their outfits and experiences with BYLT to be featured on the website. BYLT can rotate different individual spotlights every few weeks or every month. Not only would this incentivize consumers to engage with BYLT, but shows audiences the relations BYLT has with their consumers and aren’t just active on their website purely to sell.  
    • BYLT has an active YouTube channel that showcases apparel as well as a series called, “How It’s BYLT,” which they can continue cultivating. That series has the potential to be repurposed as a blog post and social media content. Overall, they can put more effort into their YouTube channel, as it can be used as a content pipeline. 

Influencer Marketing

  • A few methods we are going to utilize influencers are through sponsored content, affiliate marketing, hosting giveaways, and social media takeovers. 
  • Right now, the current ambassadors are underutilized and more could be done with them. On Tiktok, there are a few videos where the ambassadors create content for BYLT.
  • BYLT would get the most return from macro and micro influencers, as their engagement ranges from 5% to 50%, they have a more defined audience, are respected experts in their field, they generally have a high profile, and can be great at raising awareness. The BYLT target audience would most likely turn to smaller influencers for inspiration on what to wear, rather than a mega influencer, who are thought to have more luxurious/pricier taste in wardrobes. Additionally, micro and macro influencers are more likely to have affiliate links, more winnable giveaways, and are more likely to participate in a social media takeover for BYLT than a mega influencer would. 

Timeline

  • 2022
    • June
      • Develop content
      • Post weekly content
      • Conduct social listening and engage with audiences
    • July
      • Develop content
      • Post weekly content
      • Conduct social listening and engage with audiences
    • August
      • Develop content
      • Post weekly content
      • Conduct social listening and engage with audiences
    • September
      • Develop content
      • Post weekly content
      • Conduct social listening and engage with audiences
    • October
      • Develop content
      • Post weekly content
      • Conduct social listening and engage with audiences
      • Launch influencer program
      • Run paid content/media
    • November
      • Develop content
      • Post weekly content
      • Conduct social listening and engage with audiences
      • Continue influencer program
      • Run paid content/media
    • December
      • Develop content
      • Post weekly content
      • Conduct social listening and engage with audiences
      • Continue influencer program
      • Run paid content/media
  • 2023
    • January
      • Conduct halfway point evaluation
      • Post weekly content
      • Conduct social listening and engage with audiences
      • Continue influencer program
      • Run paid content/media
    • February
      • Post weekly content
      • Conduct social listening and engage with audiences
      • Continue influencer program
      • Run paid content/media
    • March
      • Post weekly content
      • Conduct social listening and engage with audiences
      • Continue influencer program
      • Run paid content/media
    • April
      • Post weekly content
      • Conduct social listening and engage with audiences
      • Continue influencer program
      • Run paid content/media
    • May
      • Post weekly content
      • Conduct social listening and engage with audiences
      • Continue influencer program
      • Run paid content/media
    • June
      • Conduct final  evaluation
      • Conduct social listening and engage with audiences
      • Run paid content/media

KPIs & Goals

  • Reach
    • Goal:
      • Increase overall brand awareness with target audience
    • KPI:
      • Increase CTR by 15%
      • Increase searched by 15%
      • Increase reach and impressions by 40% 
  • Revenue
    • Goal:
      • Increase overall market share by 5%
    • KPI:
      • Increase conversion rate by 15%
      • Expand customer base by 10%
  • Resonance
    • Goal:
      • Amplify consumer relations and build new relations
    • KPI:
      • Increase audience engagement by 40%
      • Increase follows by 20%

Rina Nguyen