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RAGE RVA
Marketing Campaign and Re-Brand
Rage RVA, a sanctuary of release in Richmond, VA, tapped into a unique market with our tailored campaign aimed at Working Moms. By curating a narrative that echoed their need for catharsis, we not only engaged this specific audience but also elevated the brand's identity, securing a powerful and empathetic foothold in the community.
EXECUTIVE SUMMARY
Revolutionizing 'Me Time' for Working Moms with RageRVA
INSIGHT: Challenging the Taboo of Emotional Expression
RageRVA identified a disconnect within the female demographic, recognizing the societal pressures women face against expressing emotions such as stress, anger, or frustration. This insight was pivotal in understanding why traditional marketing strategies failed to engage this group.
TARGET: The Perpetual Motion of Working Mothers
Our research pinpointed working mothers as the key demographic. Despite their endless responsibilities, their opportunities for quality 'me time' are scarce and often ineffective in providing true relief from daily pressures.
STRATEGY: Crafting Quality 'Me Time' Experiences
Our strategy focuses on redefining 'me time' for working moms, offering them an activity that goes beyond the usual quick fixes. We aim to introduce an effective way for them to engage in self-care that genuinely aids relaxation.
Reason to Believe (RTB): The Stark Reality of 'Me Time' for Moms
51% say they sometimes go days without time for herself. Mom's Idea of "me time" is taking a bath, having a cup of coffee, or going to the salon. 75% of moms say their "me time" rarely helps them relax.
RageRVA =
noun. "The purging or release of emotional tensions, thereby providing relief from, strong or repressed emotions."
Rage rooms are the perfect place to release any emotional tensions someone may have.
OBSTACLES
RageRVA prides itself as being a safe and judgment-free zone.
Negative false perceptions of rage rooms perpetuating
stress and anger as opposed to relieving it.
INSIGHT:
No one knows more about being judged than a mom.
TARGET:
With full-time jobs, ages (25-55)
A working mom is clocked in 24/7.
She deals with the stresses of work,
child-rearing, putting food on the table, and cleaning up messes. She never stops working when she has a family to look after, but when she does, her "me" time is less than effective in providing her with the cathartic relaxation she deserves.
Mothers say they receive around 17 minutes of "me" time each day.
I wanted to gain more insight on working moms and their stress levels.
RESEARCH
Primary Research
Interviews: How moms spend their "Me time"
QuantQual Survey
Surveyed 64 working moms about the quality of their stress and "Me time".
Potential Clientele
Would they use RageRVA
THE FINDINGS
When we asked what their favorite method of relieving stress it,
said they relieve stress by working out.
RageRVA will have you SWEATING by the time you finish SMASHING.
Trust me...I would know.
"Yes, at times I find myself receiving comments that imply that I cannot have negative feelings or reactions because I’m a mom. Add a full-time job and it is another level."
- Matilda
"Yes. If Mom breaks down then everything stops and that can’t happen. So I suck it back up, pull up the big kid pants and power through."
- Alessandra
"Yes, because I have to take care of everyone else so I do not have time to address all my emotions."
- Stephanie
"Yes- society, people, family, put this pressure that you have to be the one that keeps it together."
- Chelsea
What did working mom's say about RageRVA?
"Sounds Fun!"
"Let me at it!"
"So fun!"
"Where do I sign up?"
"Hell yeah! Where is the closest one to me?"
"That could really help relieve some stress!"
"Sign me up!"
"I want to try that!"
STRATEGY:
Introduce working moms to an alternate outlet for
stress relief that is more rewarding than typical “me time.” ("Be Time")
CONCEPT:
Let's face it, Mom’s idea of “me time" is mediocre.
Drinking coffee, watching a tv drama, or even doing chores is what mom considers "me time".
EXECUTIONS IDEAS:
The original logo wasn't connecting with RageRVA's clientele.
The new logo is simple and includes the flame and colors they liked about the original brand logo.
Original
New
me time (n):
A coffee break in between everyone else's schedule.
me time (n):
Watching dramas to avoid your own.
Thank you for checking out my work!
