™

YETI Expeditions

Brand Identity, SWOT Analysis, Customer Outreach

My Role Devised a marketing plan for YETI Expeditions in my Marketing 101 course. Focused on brand identity and driving customer engagement.

Overview

In my marketing class, I had the opportunity to develop a comprehensive marketing plan for YETI Expeditions, a mock partner of YETI Coolers. YETI is renowned for its high-performance coolers and outdoor products. The mission of YETI Expeditions is to provide transformative gap year programs for high school students, fostering a love for an outdoor lifestyle while emphasizing environmental responsibility.

Research + Target Market

I played a crucial role in crafting the mission and vision statements for YETI Expeditions, as well as designing the brand logo.

I started by doing extensive market research on the ideal participants for the gap year program — high school students, counselors, and parents. This research aimed to align the program with the preferences and needs of the target market. From there, I devised strategies to educate and inform these groups about the benefits of a gap year, including the unique selling proposition of our specific program. The overarching objective centered on creating meaningful life experiences, protecting the wild, and fostering a love for an outdoor lifestyle.

USP, Brand Logo, Mission & Vision Statement

Target Market - User Personas

‍

Competitive Analysis

I conducted a thorough competitive analysis, identifying key competitors such as Rustic Pathways, Gap Force, EF Gap Year, and NOLS Expeditions. This analysis helped in positioning YETI Expeditions as a distinctive offering with a focus on adventure travel, environmental conservation, and exclusive partnerships with renowned ambassadors.

SWOT

Outreach

How would we get the word out about the program? I worked on a multifaceted marketing strategy encompassing the use of digital platforms and traditional media to reach our ideal audience. I designed a program brochure, Instagram UI mockup, and detailed infographic for this project.

Another element of marketing includes finding strategic partnerships. By collaborating with YETI’s retail stores and partners, we can foster better connections with reputable brands in order to build brand awareness and increased reach.

Brochure

Instagram UI Mockup, Infographic

I'd love to be in touch :D

Email me at tiffany.a.mok@gmail.com

Home About LinkedIn Resume