Capstone – Project

Strategic Launch Communication Plan

A Collaboration Between

Project Synopsis

We're a startup luxury fashion, beauty, and lifestyle brand in a crowded space going up against established giants. We have a strong mission in terms of the types of products we source (ethical, typically woman-owned brands that are not the big, well known labels) as well as our founder's story. We need to get our message and our point of view across in this cluttered space. We need to strike a balance between being trendy and fashionable in our communications to entice customers to want and buy our product while still highlighting our brand's mission.
We will need to have a strong PR strategy, a website that highlights what we're doing, and a communications strategy and plan across other channels.
An increase in brand awareness and regard, higher website traffic (particularly from direct and organic social), which typically reflects more brand awareness.

Project Topics

Company Information

CompanyLes Coeurs Sauvages
HQMiddlebury, CT
RevenueN/A
Employees1-5
StagePre-Revenue Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time
Websitehttp://www.coeurssauvages.com

Company Overview

Les Coeurs Sauvages is French for wild hearts.

Inspired by the free, wild feminine spirit, Coeurs Sauvages (pronounced is a lifestyle brand that eschews labels and embraces a luxuriously unencumbered way of life. We source and curate the most stunning luxury pieces and quality skincare from around the globe so you can finally build the capsule wardrobe - and vanity - of your dreams. Let us do the searching so you can enjoy experiencing life's raw, unfiltered moments.

What We Believe

We believe that feminine energy is intuitive, resilient, and life-affirming. We believe in supporting each other's unique journeys. We believe in playfulness, having fun, and not taking ourselves too seriously because luxury fashion doesn't have to be rigid, fussy, or stodgy.

How We Source Our Products

We seek out suppliers who support ethical production and business models while still producing high quality. Whenever possible, we look for items that are made of premium materials in luxury styles and cuts - but for an attainable price point so you can invest in a timeless wardrobe you'll wear into the next decade. Our suppliers are often woman- or BIPOC-owned and care about producing their fashion in an ethical and sustainable way - whether that be the conditions of their workers, the small batch production to avoid waste, or the use of recycled or environmentally-friendly materials.

Experiential Learning Program Details

SchoolButler University
Engagement Format -
CourseStrategic Communication Capstone
Level
  • All Graduate
  • Working Professionals
Students Enrolled14
Meeting Day & Time3/14/22 - 4/29/22 Asynchronous
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration5.57 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
Course Begins

Course Begins

March 14th, 2022 Event na
Client Kick-off Meeting Client Kick-off Meeting
Submit Client Notes here.
March 18th, 2022 Submission Required submission-required
Client Check-In Meeting Client Check-In Meeting
Submit your Client Notes here.
April 8th, 2022 Submission Required submission-required
Final Strategic Communications Plan Final Strategic Communications Plan
Submit your final PPT decks here.
April 28th, 2022 Submission Required submission-required
Course Ends

Course Ends

April 29th, 2022 Event na
Client Evaluation

Client Evaluation

Clients will submit their evaluations of the final presentations here.
April 29th, 2022 Evaluation evaluation

Key Project Milestones

  • March 21, 2022 - Milestone One: Deep-dive Les Coeurs Sauvages' Brand & Target Audience

    • What is Les Coeurs Sauvages’ product and business model?
    • Who are the target demographics and customer segments? What do customers say about the company?
    • Who are Les Coeurs Sauvages’ key competitors? How is Les Coeurs Sauvages differentiated from their competitors? Highlight your understanding of products and customer segments relevant to the current project objectives.
    • Gather and analyze Les Coeurs Sauvages’ brand standards (mission, vision, etc.) along with the visual content the company currently uses to communicate their brand.
      1. What are their purposes? How are they used? What messages are being communicated?
      2. Who are they targeting, and at what point in the customer journey?
      3. What about the style and organization of the content? Are they succinct and visual or wordy and cumbersome?
      4. If you organize information into thematic categories (not necessarily mutually exclusive), what topics or themes emerge?
      5. Do you identify any “gaps” between Les Coeurs Sauvages’ self-defined brand and customer perceptions?

    Suggested Deliverable:

    Infographic on Les Coeurs Sauvages’ brand

  • March 28, 2022 - Milestone Two: Understand the Customer Journey

    • For each customer segment, where are they coming from, and what do they want to achieve?
    • What barriers or obstacles do they experience in their journey?
    • How are these obstacles experienced by customers cognitively and emotionally? Where are the “pain points” that customers experience in their journey?
    • How does  Les Coeurs Sauvages’ product provide a solution for customers? How is this differentiated from what other companies have to offer?

    Suggested Deliverable:

    Customer Journey Stories for each customer segment

  • April 11, 2022 - Milestone Three: Clearly Define the Company’s Unique Position in the Market

    • Who are Les Coeurs Sauvages’ key competitors in the industry?
    • How might you analyze their positioning in the market and in relation to Les Coeurs Sauvages? On what criteria will you draw comparisons?
    • How does Les Coeurs Sauvages differentiate itself from two of its top competitors in messaging and visuals?
    • Considering what you learned from the customer profiles, how do the results from the competitor analysis inform your understanding of Les Coeurs Sauvages’ value proposition?

    Suggested Deliverable:

    Written report and presentation on competitor analysis and value proposition statement for Les Coeurs Sauvages.

  • April 25, 2022 - Milestone Four: Define Key Messages & Channels for Communication Strategy

    • What should the audience know about Les Coeurs Sauvages that would shape their perceptions to create the desired image for the brand? List key messages.
    • What emotion(s) are these messages appealing to? What language and tone would be useful to evoke that emotion and build a connection with the audience?
    • Can you suggest/create prototype well-crafted messages to illustrate how the brand may be effectively communicated?
    • What are the most effective channels for reaching and communicating the brand to the target audience segments Les Coeurs Sauvages?

    Suggested Deliverable:

    A comprehensive Brand Communication Strategy and Launch for Les Coeurs Sauvages.

Project Resources

Industry Mentors

Company Admin

Michelle Hadley

[email protected]

Academic Mentors

Instructor

Marietta Stalcup

[email protected]

Instructor

Luke Bickel 

[email protected]

Instructor

Ashley O'Salway

[email protected]

Instructor

Mark Rademacher 

[email protected]

Instructor

Marie Mackintosh 

[email protected]

Instructor

Rowena Winkler

[email protected]

Instructor

Teresa Williams 

[email protected]

Instructor

INNA EKHAUS

[email protected]

Instructor

Patricia Fox

[email protected]

Instructor

Jane Siegler 

[email protected]

Instructor

Ralton Morrison 

[email protected]

Instructor

Francis Bowen

[email protected]

Assigned Students

There are currently no students assigned.