ProgramsGraphic Design and Media Arts II - Spring 2022ProjectsBrand Video Development for Stocked by ReserveBar

Project Title: Brand Video Development for Stocked by ReserveBar

ReserveBar LLC

Details
Project Title Brand Video Development for Stocked by ReserveBar
Project Topics Digital Marketing Market Research Marketing PR & Communications Product Design & Development
Skills & Expertise
Project Synopsis: Challenge/Opportunity
ReserveBar, a leader in high-end spirits and luxury beverage curation, is launching a new brand called Stocked, focusing on ready-to-drink (RTD) cans, hard beverages, and craft beer. Unlike ReserveBar’s core identity, Stocked will emphasize fast, regional/local accessibility and appeal to consumers looking for convenient, high-quality drinking experiences.
The challenge is twofold:
  1. Brand Positioning & Messaging – How can Stocked differentiate itself from ReserveBar while still existing within the same ecosystem?
  2. Launch Content Strategy – How can Stocked tell an engaging, consumer-driven story that conveys the lifestyle and moments best associated with its products?
Stocked needs a brand launch video storyboard that will be used for social media advertising and digital content. The project requires students to define the target audience persona, develop a compelling narrative, and storyboard a video that aligns with the brand's messaging in preparation for a May 2025 launch.
Project Synopsis: Activities/Actions Required
Market Research & Audience Insights
  • Identify and define Stocked’s target audience personas based on demographics, behaviors, and preferences.
  • Research competitor marketing strategies for RTDs, hard beverages, and craft beer.
  • Evaluate regional vs. national positioning strategies for Stocked.
Content & Messaging Strategy
  • Develop a brand story framework that highlights key consumer moments.
  • Create messaging pillars that showcase Stocked’s accessibility, local appeal, and fast delivery model.
  • Define the tone, voice, and messaging to differentiate Stocked from ReserveBar while maintaining synergy.
Brand Video Storyboard Development
  • Outline key scenes and sequences for the Stocked launch video.
  • Develop a narrative arc that showcases key drinking occasions (e.g., game nights, barbecues, weekend getaways, casual gatherings).
  • Integrate product placement and branding elements in a natural and engaging way.
Implementation Recommendations
  • Propose distribution strategies for social media and digital marketing.
  • Suggest A/B testing strategies for video variations based on audience segmentation.
  • Provide recommendations for additional supporting content (short clips, GIFs, and stills) to be used in ads and organic social media.
Project Synopsis: Expected Results
A well-researched target audience profile with key consumer insights.
A detailed and visually engaging storyboard for the brand launch video.
Clear messaging pillars and brand positioning strategy for Stocked.
Strategic content distribution plan for a successful May launch.

Project Timeline

ReserveBar LLC - Brand Video Development for Stocked by ReserveBar
Due Date
Activities
Deliverables
Status
Action
Mon, 01/03/22
12:00 AM UTC
Q&A Session with Company
No Deliverables
No deliverables are required for this action item.
Description:
Kathleen Mahoney is inviting you to a scheduled Zoom meeting. Kathleen Mahoney is inviting you to a scheduled Zoom meeting. Topic: Q&A with Reserve Bar Time: Mar 1, 2022 10:00 PM Eastern Time (US and Canada) Join Zoom Meeting https://potsdam-edu.zoom.us/j/84064585688?pwd=M2hOT0xIdFoxQUhLQmhEcUExNFNxdz09 Meeting ID: 840 6458 5688 Passcode: 133392
Mon, 01/03/22
12:00 AM UTC
Submit Milestone #1 - Deep-dive into Company
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Suggested Deliverable:� Internal report; questions for Industry Mentor(s)
Thu, 02/24/22
12:00 AM UTC
Program Kickoff
No Deliverables
No deliverables are required for this action item.
Location:
Thu, 03/03/22
12:00 AM UTC
Temp Check #1 Due
Required Evaluation
Evaluation submission is required.
View
Description:
  Survey link:�https://forms.gle/i2qP4qDvCFEqU9wGA
Wed, 05/04/22
12:00 AM UTC
Temp Check #2 Due
No Deliverables
No deliverables are required for this action item.
Description:
Survey link:�https://forms.gle/i2qP4qDvCFEqU9wGA 4/5 is official production start date
Sun, 10/02/22
12:00 AM UTC
REMINDER OF CONFIDENTIALITY
No Deliverables
No deliverables are required for this action item.
Description:
  During this program, you\\\'ll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional.
Wed, 10/05/22
12:00 AM UTC
Submit Final Deliverable - Final Assets to Industry Partner for Review�
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Suggested Deliverable:�Final Products and Suggestions for their deployment
Mon, 12/05/22
12:00 AM UTC
Final Peer Evaluation Due
Required Evaluation
Evaluation submission is required.
View
Description:

Survey link:�https://forms.gle/vQGefQESev5PWXBA8
Mon, 12/05/22
12:00 AM UTC
Final Self Evaluation Due
Required Evaluation
Evaluation submission is required.
View
Description:
Survey link:�https://forms.gle/s6byA51G15hWwzgo9
Mon, 12/05/22
12:00 AM UTC
Final Feedback Session with Industry Partner
No Deliverables
No deliverables are required for this action item.
Description:
Kathleen Mahoney is inviting you to a scheduled Zoom meeting. Topic: Final Feedback Session Time: May 12, 2022 10:00 AM Eastern Time (US and Canada) Join Zoom Meeting https://potsdam-edu.zoom.us/j/82292653421?pwd=L3RyNDhqeFVHZWhhbE1yYXAzaUVuZz09 Meeting ID: 822 9265 3421 Passcode: 162915
Kickoff Meeting with Industry Partner
No Deliverables
No deliverables are required for this action item.
Description:
Kathleen Mahoney is inviting you to a scheduled Zoom meeting. Kathleen Mahoney is inviting you to a scheduled Zoom meeting. Topic: Kickoff Meeting with Reserve Bar Time: Feb 17, 2022 10:00 PM Eastern Time (US and Canada) Join Zoom Meeting https://potsdam-edu.zoom.us/j/87248958614?pwd=SjNmYnoyZi94QzVZYTVjcVZBMGNXdz09 Meeting ID: 872 4895 8614 Passcode: 177387
Review of Prototype/Rough Cut
No Deliverables
No deliverables are required for this action item.
Description:
Kathleen Mahoney is inviting you to a scheduled Zoom meeting. Topic: Rough Cut Review Time: Apr 21, 2022 10:00 AM Eastern Time (US and Canada) Join Zoom Meeting https://potsdam-edu.zoom.us/j/86532975416?pwd=TFJ3ZDF6a0VkYm1vK2FtQkR1V3Brdz09 Meeting ID: 865 3297 5416 Passcode: 148358
Submit Milestone #2 - Conduct Research for Developing Media Assets/Storyboard
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Suggested Deliverable: Research-based, curated materials, exemplar graphics, supporting analysis and recommendations, storyboard concept
Submit Milestone #3 - Develop and Propose Prototype Content/Rough Draft of Video/Animation
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Suggested Deliverable: Prototypes and presentation, rough draft of video/animation
Kick-off Evaluation Due
Required Evaluation
Evaluation submission is required.
View
Description:
  Survey link:�https://forms.gle/9FtkEjs4Rxv4U1EZA

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