Strategy

• Deploy our Access Insights team through focus groups, intercepts and ongoing dialogue with the urban consumer to help Rockport better understand the real attitudes, opinions and influences of urban consumers
• Provide guidelines and actionable insights for Rockport's key decision makers to market to this consumer.
• Leverage our Insights to recommend the look and feel of the creative - including selecting the artists to appear in the advertisement, as well as helping to identify the right media mix and partners.
• Through a 15-week insider seeding program in targeted markets (Atlanta, Baltimore/D.C., Chicago, Detroit, Houston, New York and Philadelphia), create a sense of discovery among urban influencers