boys club
Product: 4 STEM-themed, charging iPhone 7 cases Price: $35-$49 Place: Our website, Apple, Verizon, Rebecca Minkoff, limited time pop-up shop Promotion: Social media, influencers and partners, walk by pop-up shop
Mission: To break the current mold that says STEM is for boys, celebrate girls who are doing this, and do this through a fashionable phone case that works to associate things considered to be “girly” with objects representing STEM fields of work. To create a phone case for girls who love fashion and support females in STEM that has practical and promotional use. The phone case charges your phone and the funky design catches the eye of the customer’s friend, giving her the opportunity to share about My Social Canvas and girls in STEM. Also, to fill a gap in the marketplace for stylish charging cases--right now there are only plain, solid color charging cases and fashionable cases that don’t charge.
Target Market: A 14-22 year old girl who love funky accessories, prefers shopping to support a cause, and wishes her phone battery would last longer. She buys a phone case immediately after buying the new iPhone 7 and updates her case about 3 times a year. She is still reliant on parent’s disposable income and her mom loves the case too. She might be interested in coding, she might be interested in art, but she definitely is interested in getting more girls from her generation to become leaders in Science, Technology, Engineering, and Math.
Persona: 16 year old Codie is tired of being made fun of for loving science and math class--something she is told only boys like. She loves pink sparkles, pre-calculus class, checking Zac Posen’s instagram for his latest dish, staying up late on NASA’s tumblr, and wants to be an engineer when she grows up. She just went to the Verizon store in her Warby Parker glasses and TOMS shoes with her mom to get a new iPhone 7 and was shocked to find a case she identified with that supported girls like her.
Positioning Statement: Girls- come join the club and get an iPhone case that charges your phone and supports girls in STEM.
Competitors: Charging phone cases priced between $30-$200 and other trendy, silicone 3D cases with an average price of $38 (photo on right). We would be the combination of the two and adding a social impact value proposition.
Goals: We want to break the misconception that STEM fields are for boys. By supporting organizations that work to make these fields not “boys clubs” anymore, customers can have an impact that makes STEM fields clubs full of both boys and girls. We want to design a product that girls notice because they love the design and buy because they love the charger and the cause. We will achieve this by creating a product our target market will love and utilizing the platforms our target market spends her time on. Our market position can benefit from the potential partnerships with My Social Canvas, but does not have an existing, established brand, and will have to work to prove quality to the customer. Sales will depend greatly on potential partnerships, but our goal is to support girls in STEM and help change the cultural narrative surrounding this field that says these careers are only for boys. Our goal is to make a phone case that gives girls interested in STEM the opportunity to express themselves and gives girls who want to support the growth of females in the field an opportunity to support the cause.
Product: Four different 3D silicon iPhone 7 cases featuring pop-art-inspired objects outlined in black representing each of the fields represented in STEM. The Scientist (beaker), The Mathematician (calculator), The Engineer (rocketship), and The Technologist (computer). These designs can be modified to be printed to normal size and without the charging feature if needed.
Buying Cycle: Our target market falls under the average and purchases about three phone cases per year. Likely times to buy would be Christmas, back-to-school, and anytime the previous one fades, gets damaged, or goes out of style.
Brand: The brand is distinguished by pop-art inspiration, the color pink, and the celebration of girls pursuing STEM. This will be evident in the product design, website, as well as social media by having a consistent look, color theme, and language. The brand is young and uses inspiration from “girl products” from their customer’s youth to change things that are typically associated with boys to things that are typically associated with girls.
Social Media: Our target market spends most of their time on Instagram. This will be our main focus, however we will also have regular Snapchat and Instagram stories, and Facebook and Twitter pages. We would feature successful women in STEM careers as well as girls studying and aspiring to be in STEM careers. We would have photoshoots with these fabulous females with bright pink and sparkly backgrounds to clearly represent the brand. Using #boysclubnomore, customers can send in their photos of the products and be featured on our social media pages. Hopefully, influencers and celebrities who support these causes (like Karlie Kloss, Oprah Winfrey, and Amy Poehler) would get involved and provide free media to their followers.
Distribution: Apple and Verizon: In Apple, Verizon, and Rebecca Minkoff stores, the product would be sold with a package and label that explains the mission of the brand. The packaging and the label next to the product could tell the story and explain its impact.
Pop-up Shop: A small pop-up shop in SoHo would be a great way to boost social media presence (through a photowall), share our mission and information about the product and social impact, and sell the product in-store (see attached file of pop-up shop sketch).
Story, PR, and Media: We would encourage media outlets to tell the story of the girl who Julia (tech student) tutors in coding. She feels left out because she is only girl on her robotics team at school. This phone case attempts to shatter the lies that say STEM is a “boys club” and encourages girls everywhere to get involved with STEM or support their girlfriends who pursue these careers. We want a passionate and celebratory voice to come along with the product that screams, “girl power!”
Commercial: This commercial would show in Apple and Verizon stores on their screens and give consumers the opportunity to connect with the mission of the product and with the student designers.
Team Bio:
Emily (Business) Addison (Design) Julia (Tech)
Bringing our unique talents and knowledge together, we used the best we had to offer to come together as a team. We were all excited about supporting girls in STEM, and had so much fun creating a product to further this message and cause.
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