Brand Tone

Energetic & Youthful, Relatable & Understanding, Motivational & Supportive, Informal & Approachable, Value-Driven & Deal-Focused, Community-Oriented

Brand Values

• •Affordability & Value
• •Student Focus & Understanding
• •Community & Connection
• •Convenience & Accessibility
• •Trust & Personalized Guidance
• •Health & Wellness
• •Innovation & Growth

Best Practices

• •Always Prioritize the Student Perspective: Frame benefits, problems, and solutions from the viewpoint of a college student. Use language and scenarios they directly relate to (e.g., exams, tight budgets, campus life, balancing studies and fitness).
• •Inject Energy and Youthful Language (Authentically): Use dynamic verbs, relevant slang (appropriately and not excessively), emojis, and a generally upbeat, informal tone. Avoid overly corporate or stiff language.
• •Highlight Value and Savings Consistently: Integrate messages about student discounts, special offers, loyalty rewards (CP+), and affordability into various pieces of content, as this is a primary motivator for the target audience.
• •Foster a Sense of Community and Support: Reference the campus rep program, user-generated content, and the idea of a shared journey. Use inclusive language ("we," "your CP fam").
• •Be Direct, Clear, and Action-Oriented (with a Fun Twist): While informal, ensure the message is easy to understand and tells the audience what to do next (e.g., "Shop Now," "Grab the Deal," "Join CP+"). Use calls to action that are enthusiastic and benefit-driven.

Social Perception

Trusted Resource for Students, Affordable & Budget-Friendly, Community-Focused, Reliable (with occasional hiccups), Knowledgeable & Helpful, Innovative & Growing

Copy Examples

• •Instagram Post (Image: Student studying late with an energy drink & protein bar): Late night study sesh? Midterm munchies? ⛽ Fuel your hustle the smart way. Grab your brain food & energy boosts at prices that won’t break your student budget. Link in bio for this week’s deals! #CampusProtein #StudentLife #FuelYourHustle #CollegeGrind #DealsOnDeals
• •Email Subject Line: 🤫 Psst... Your Exclusive Student Discount Inside + New Flavor Drop! Email Body Snippet: Hey [Student Name], why pay full price when you're part of the CP fam? 😉 We get the student budget, so we've got special deals JUST for you. PLUS, check out the new [Product Name] in [Flavor] – perfect for that post-workout reward or a tasty study snack. Shop now and save! [Link]
• •TikTok Video Concept (Fast cuts, energetic music): *Visuals: Students working out, drinking protein shakes, unboxing CP orders, campus rep high-fiving someone.* Voiceover/Text Overlay: Exams got you stressed? Gains feeling stalled? 😩 Campus Protein to the rescue! 💪 Best deals for students, fast shipping, and reps on YOUR campus to hook you up. What are you waiting for? #CampusProtein #StudentAthlete #FitnessForStudents #CollegeHacks #SupplementSavings
• •Website Banner: ACES MODULES & CRUSH WORKOUTS. Your #1 Stop for Student Supplement Savings! Join CP+ for an EXTRA 10% Off + Free Shipping. [Shop Now Button]
• •Facebook Ad (Carousel format showing different product categories): Headline: Protein? Pre-Workout? Healthy Snacks? We Got You, Student! 🎓 Body: Stop overpaying for your supps! Campus Protein offers top brands and our own awesome line at prices designed for the college budget. Connect with a Campus Rep at your university for personalized advice or shop our deals online 24/7! Fuel your success in and out of the gym. [Learn More Button]