Lady Pavement

Backround:

1. Purpose of campaign: To market " Lady Pavement" an all girls Freebord company.

2. The Company: Freebord Company.

1. Manufacturing.
Lady Pavement has been developing the art of making freebords. Each board is carefully processed and assured the quality you need.
The people that work at lady pavement are all females and have years of riding behind them.
As much as we love riding tho, manufacturing our freebords is our number one priory. We are devoted to manufacturing quality freebords, Lady Pavement manufactures to meet female riders needs. Wether it;s about wheel brace, shaping, concaves, construction we Will be able to meet your needs.

2. Graphics: Concrete to canvas:

Lady Pavement graphics, know for it's incredible collection of graffiti inspired punk imagery has taken graffiti to the next level. We are stoked to bring you this array of custom ed designs.

3. Gear

To provide further control, the company’s special bindings can be added to a Freebord. The metal wings ensconce your feet to the board, keeping you secure while leaning into curves or jumping potholes.

Freebord S2 Bindings Kit


Freebord Slasher Wheel Kit

Freebord Pleasure Tool Joyrides.

4. Clothing

We feature a large selection of skate and surf apparel and shoes to choose from for each unique individual statement. What is it you want to say?

3. The Offering.

Ride anytime. any hill, no lift tickets, no off season snowboard all year round.

4. Campaign Drivers:

1. What is unique about the product:

Freebord ride explained.



2. How is it different than what already exists?

The part makes Freebord unique from all other alternative skateboards is the ability to slide. Sliding is achieved because there are 2 swiveling center Castor wheels placed just inside the trucks. The Castor wheels are raised slightly higher than the edge wheels so the board tips from one side to the other while riding enabling it to roll on the Castor wheels so the board can slide where the rider directs it as on a snowboard.

Lady Pavement makes 3 different sized decks, the 75cm, 80cm, and 85cm to suit females body size and riding style. Freebords are usually ridden with sky hook bindings to give the rider extra carving ability while riding by allowing extra pressure to be exerted on the edges of the board. Freebords are considered 'safer' than most long boards and skateboards as the sliding of the Freebord gives the rider the ability to come to a complete stop in a matter of seconds if needed.

3. Is there a market trend you want to tap into?

5: Marketing Background:

Are there similar campaigns or marketing that you have seen before?

Below is a campaign for Freebords, it is very LAMO.

Below is a show based on Freebords, also not so hot



Von Zipper marketing video



Flow board marketing.



2. Campaign Focus.

1. Campaign objectives:

2. The Target Market.

Female snowboarders and riders aged 20 - 35. Females that want to enjoy the snowboard ride all year round.

3. The Target Consumer.

Under 35s Females. Females who enjoy snowboarding, skating, alternative sports. A " Punk ",
Females who have a firm disrespect for authority. Females addicted to adrenaline and extreme sports.

4. Competition.

All such freebords are currently manufactured by one company, Freebord manufacturing Inc.




Freebords website.
www.freebord.com

Meet Steen Strand.

In this short Freebord documentary by Discovery Channel you will get to meat Steen Strand which wanted to mimic the behavior of the snowboard but for asphalt. Steen new what he wanted but no clue how to create it so he started pumping out prototypes that he evaluated and refined until he came up with the Freebord we know today.


Freebord Documentary By Discovery Channel Video @ Vidly.net

The Main proposition:

1. The proposition:

Its spring. Good for freebording, bad for snowboarding. The snow is melting fast!
Lady Pavement is giving riders the opportunity to snowboard all year round. Providing everything they need to snowboard in the off seasons without any snow fall.

Snowboards Slides: Snowboards slide and that's a fact. Every snowboarder from freestyle to slalom uses the slide for speed control, rapid turning and the widest range of manufacturing possibilities. Freebords patented truck design allows controlled sliding on pavement just like a real snowboard.

Carving performance: What's the slide without a good carve? Freebord does both seamlessly. Take a tight turn and tough the ground or drift effortlessly over pavement. Only freebord allows inter aged carving and sliding.

Total speed control: Speed wobbles got you down? Freebord gives you all the braking techniques of a snowboard. Carve tight, skid your turns, or set a firm edge. Change the hills confidently knowing you can cut your speed or stop at any time.

Pure curves: Holding tight carves takes skill. Freebord offers realistic carve training because it drifts just like a skateboard. Learn to pure curve on your freebord you'll be ready to pure carve on the snow.

Ride switch. Switch tricks are here to stay. Freebords design is uniquely suited for switch stance training. Slide into fakie just as smoothly as a snowboard and practice your edge control while you are there.

True Cross Training: Ride freebord and you'll snowboard better. It;s that simple.

2. The deliverable:

3. Features:

4.Benefits:

5: Unique selling point:

Design: