The University of North Carolina at Chapel Hill Brand Challenge
the
project
SWOT Analysis
Strengths
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Startup mentality/devoted to the business
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Working with small-medium businesses that most large/medium advertising and marketing agencies would typically ignore
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Strong tie to local businesses through the UNC Kenan Flagler Business School
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Unique micro-documentary presentation style
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Low operating cost
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Local brand/Personal connection with clients
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Mixing digital with traditional (in-store)
Weaknesses
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Temporarily down website
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No social media presence
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Startup company
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Minimal staff (1-man team)
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Small size of company
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Low funding/running out of funding
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Narrow market focused (food)
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Limited storytelling platform offerings (only in-store displays for now)
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No research/plan in place to capture data
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Unmapped revenue path
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Little to no research on CDJ/target audience
Opportunities
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Digital In-store niche market focus
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UVP (Digital In-Store)
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Potential for targeting specific consumer
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Brand storytelling software in process
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First round of testing shows potential for success
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(Majority of consumers going mobile/digital familiar with platform)
Threats
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Other, similar start-ups out there (Fabl.Co)
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Retail-focused ad agencies (Theory House)
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Established brand-storytelling agencies (Paragraph Project, Baldwin&, Crisp)
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Digital signage companies (Fast Signs,
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Company with 'Looma Project' name already exists.
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No patents on technology or storytelling platform exist
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Reliance on retailer/other companies for display
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Client reluctance to try new approach
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Online/Social advertising options