Ray Rice Controversy

When the NFL responded to the Ray Rice case, the public demanded some sort of punishment. Many fought to ban him from the league for life, others thought he should be just punished like a normal celebrity. When I tell you that I was on the side of banning him from the league, you probably won't be surprised. As an NFL fan, I felt that the league was withholding information about the case, but as a young woman who one day (hopefully not) may have to deal with a situation like this, I was highly offended. After the public outcry, Rice was finally given the sentence he deserved from the NFL: he was gone from the league!

From the Baltimore Ravens press conference, once Ray Rice opens his mouth, I hear a shaky voice and see a man who doesn't know how to act. His constant stumbles over his words and the use of um during almost every sentence says a lot. Is he sorry? Is he regretting his actions? OR is he sounding like that on purpose? Is the fact that the media is in front of him making him seem apologetic for something? Ray Rice looks extremely uncomfortable in front of the media. With his word choice, I think he knew that eventually he was going to be terminated from the league, so he tried to suck up to the owners and coaches and players and fans, to try and change their minds.

Janay Rice seems quiet and is listening to Ray as he is speaking. The problem I have with this is Ray consistently says "My wife and I feel" "My wife and I know" "My wife and I are", why is he speaking for her? He should only be speaking for himself, especially after what he did to her. Janay's words don't come across as meaningful as Ray's did. She lacks emotions and her face doesn't look happy when she says that she's happy. Her body language seems tense, like she is afraid that if she doesn't say the right thing, Ray will cross her again. No woman should ever be afraid to speak their mind.

After more video was released, I think the Ravens and the NFL finally got it together enough to kick Ray out of the NFL. When I found out he was kicked out, I was not surprised. I actually wish they would have kicked him out earlier. I understand that more information was needed, but if a man hits a woman, that should be a zero tolerance policy of every team.

The Twitter outcry was something to be ashamed of, from both the NFL and the Ravens account. Why did they feel the needs of Janay Rice when she isn't even a member of the organization? She's just a wife of a player. Shouldn't the main subject here be Ray since he is under contract with the team? As for Roger Goodell, he should have taken action earlier.

The Ray Rice jersey exchange was a good way for the Ravens to start the process of getting back in the fans good graces. However, why were only select jerseys taken back? Every return of any Rice jersey should have been accepted. On top of that, a donation from the Ravens to a domestic violence charity should have been made from all the sales of Ray's jerseys. That would have made the event an even better tie in to what was going on.

As a fan of the NFL, I would like to see Goodell resign. There have been so many scandals in the NFL since he became commissioner and he has allowed certain players back into the NFL for doing much worse than Ray Rice. Michael Vick for example, he killed dogs and held dog fighting in his backyard and he's currently playing for the New York Jets. Goodell was also NFL commissioner when the Aaron Hernandez murder case was on going. However, Goodell is not at fault for any of the happenings of these events, he is just the deciding factor in what happens to them after the police and courts deal with them first.

Brand Engagement

Tweak's website is extremely user friendly with the use of the scroll bar at the top of the page. Users can quickly access what they want on the site and see all the recent videos and product endorsements fairly easily and upfront on the home page. The one thing I would change about the home page though is the putting the links to the social media pages at the top. The links to the social media platforms are currently at the very bottom and hard to see and access. The website is lacking fun though, everything on the site comes across as a walking advertisement.

Tweak's social media presence is wide, from Facebook to Pinterest. Tweak's Instagram is consistent with the brand because often times the photos posted are inspirational and quirky. The Instagram also features products and different ways of how to use them, as well as video tutorials for some of the harder products to understand. As far as fun, there isn't much fun to it, it's a basic look at the brand personality. Tweak comes across in a strictly business way through their social media profiles with no interaction to the customer, except for liking photos.

There really are no differences in the content strategy, except that Instagram is a more in depth look at the brand and the owners life. Since there were really no differences, I wanted to offer some ideas for potential differences. Maybe instead of having everything being an advertisement, features some polls or have a comment section so that users can vote and leave reviews on the different products on the site. I also think the twitter section needs to be featured in a different way on the website, not just a scrolling news feed at the bottom of the page. As I've been told, nobody likes to scroll, so why put your social media pages at the bottom? They are inaccessible and hard to find.

The digital strategy of Tweak is crossed on social media because every product that is featured on Instagram is available or soon to be available on the website for purchase. The social media also helps give a better look at who owns the store and why her personality is so in sync with the brand itself.

UATweak

Tweak is different from anyone else due to their nature of the store. Tweak is also different because the store encourages adults to become kids again and touch everything. The store is hands-on and makes the customer enjoy the experience through play. The store is authentic because of the emotions one receives when they come into the store. The store is a happy environment where people can relax and feel comfortable. Tweak is talkable from the second a customer walks in, from the happy greetings they receive to the playing with products, to the final moment when they pay.

The value proposition of Tweak is that all the gifts come prepared. That is what Tweak prides themselves on. Easy shopping and easy gift giving. The value proposition fits in with the brands personality through the owner, Tara. Tara likes to make things easier for people, and what do most people not enjoy? Wrapping gifts. Tara puts the joy back into gift giving by simply helping people pick a present that doesn't require any other thought after the present is bought.

The organizations personality is one that comes shining through. Tara has told me in person that she only hires "elfs" and not sales associates. That is enough to make me want to work there! She gives the fun back to the customer by letting them play. Playing is highly encouraged in Tweak, even for the little ones, where the kids have a coloring table and chalkboard set up. Tara finds their artwork and posts it on Instagram.

The brand itself is for happy people, and from what I can tell you about Tara, she is that happy person. Tara also sells inspirational gifts, giving each of her customers words of wisdom as they buy gifts. When I was shopping through Tweak, I found a book called 5. I bought 5 not knowing what to really expect from it, but found Tara telling me that it was a time capsule book. She told me to write down all my goals and wants and dreams and wishes and to bury it for 5 years. While roaming through the store, she offered me inspirational insights on each of her products.