Grain de Sail - Message and Growth Strategy

The Challenge

Grain de Sail has established the first 100% wind powered transatlantic shipping solution.

In order to grow it needs to accelerate visibility and drive US based exporters, who are dedicated to sustainable business practices, to consider them as an alternative to traditional sea freight.

Success will be measured by acquisition of shipping partners from New York to France

Our Approach

To build momentum NGNM will execute a five-tier approach:

• Create one-to-one opportunities for GDS to grow utilizing our professional network
• Pitch media stories to gain attention of new potential partners through
• Proctor brand partnerships to add momentum to GDS messaging efforts
• Deploy digital and traditional advertising campaign to reach new potential partners
• Identify and execute GDS brand experiences i.e., events on the boat, participation in partner owned events, participation in media events

Direct Networking

Our network spans diverse industries with deep working relationships, including design, manufacturing, distribution and media.

Key industries: Cosmetic, Fashion, Spirits.

Case Study: Garnered launch partnership for Smashbox Cosmetics with capsule collection designed by New York street artist Curtis Kulig aka LoveMe.

Earned Media

Highly efficient momentum can be gained by using editorial coverage to carry GDS message beyond our direct network.

To effectively execute we will find compelling stories from within the GDS universe and pitch coverage focusing on trade media channels relevant to early partner brands and export distribution.

Case Study: Digital launch project for Prada Eyewear was covered in nearly every major fashion outlet globally.

Brand Partnerships

Culturally relevant partnerships will allow GDS to elevate its message onto the platforms already established by high affinity brands.

This strategy will exponentially amplify our earned media efforts and is a keystone in our overall strategy.

Case Study: Western Digital was able to make waves in the well guarded cultural community of skateboarding by leveraging access through Supreme content creators, resulting in the most engaged videos across the history of WD owned channel content.

Paid Media

The most accountable way to reach our customer is through strategic advertising. Leveraging the targeting available on LinkedIn enables us to focus media spend on very specific audiences.

We will use a mix of traditional and digital channels to reach brand advocates and operations managers within key industries.

Case Study: To reach the communities Centura Health serves we told stories about the community members who do the work, then targeted the zip codes where the hospitals were located or that associate lived. The campaign resulted in increased FB page engagement of 700k% including the families and friends of the associates featured.

Recommendation

Paid Media

Budget TBD During the first phase (3 months) we will design a paid media program outlining targets, channels and budgets to be approved before kick off. It will definitely include digital targeted ads with LinkedIn, as well as other digital platforms, direct mail (paper), media publishers (industrials), and more.

Media Relations Partners

Evolutionary Media Group

Founded by Jennifer Gross, EMG provides a cross platform approach to building a PR presence nationwide utilizing our business development, marketing, publicity and event coordination expertise. Our combined experience representing lifestyle brands and technology companies within the entertainment community allows us to provide a unique suite of services to companies looking for growth, strategic marketing, and press awareness. EMG addresses the rapidly emerging convergence of consumer lifestyle, technology and entertainment with innovative strategies for a diverse range of clients that include wireless gaming companies, fashion, automotive companies, soft drinks, hotels, clubs and independent music and film companies.

Paid Media Partners

Brand.co

278+ successful product launches, $70+ million in managed media a year, $1+ billion total returns, 50+ years in combined experience. Their small (and selective) team is solely focused on scaling your business, amplifying your brand, and identifying new opportunities for growth.

Founded by Michael Browne, Brand.co (previously Media Wire Marketing) is a leading performance marketing team and has helped startups scale to 8 figures plus. Their deep knowledge of targeted digital advertising is best in class.

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