Oxford Threads
A company based in Oxford, Ohio. Oxford Threads provided affordable, custom apparel with quick turnaround. With the speedy delivery and unbeatable prices, Oxford Threads became a household name at Miami University.
Goals: Introduce a new custom t-shirt printing business to Miami University in time for St. Patrick’s Day.
Strategy: While there are numerous options for custom t-shirts on campus, there was still a huge gap in the market. Through talking with fraternities, club sports teams, local businesses, and student orgs, we identified customer pain points. Custom shirts were either expensive, took a long time to ship, or only offered cookie-cutter designs.
Knowing this, we centered our brand messaging around affordability, local printing and endless design options.
Tactics: Since this is a localized product launch, we leveraged both digital and physical channels. Using social media, we took pictures showing off our St. Patrick’s day shirts, along with posts focusing on our price and next-day delivery.
We also used posters, stickers and mailers to increase awareness, focusing on student housing and central gathering areas.
Results: By the time our doors closed, OT generated over $7,500 in revenue and had a pool of returning bulk order clients. In total, OT printed over 800 shirts with more than 30 custom designs.
Analysis: We learned quickly that physical marketing was more effective than digital & leveraged word of mouth along with promotional shirts. As this was a local product, the business was built more on relationships than advertising. We also learned that many clients are repeat customers, once a client establishes a working relationship, it takes a large shift to change vendors.