2014 Marketing Strategy

Contents

• Overview• Background• Strategy: Overview• Key Functions:

• Social x Digital• Website x Product• Partnerships• Artist Community• Channel• Experiential• PR x Influencer• Loyalty• Brand Campaigns

• KPI Benchmark x Success Measurement

Background

Current StatusIn 2013 marketing efforts, BucketFeet:

• Successfully grew and established social communities with the greatest success found in Instagram and Facebook

• Created memorable and meaningful Pop-Up and Experiential moments that drove brand growth at channel level

• Crafted PR strategies and stories in-house and with Shout PR

• #NextBucketFeetArtist contest• Hosted ad-hoc social media promotions• Effectively, consistently communicated via

e-mail• Ran efficient social ads driving sales

conversion and LIKE acquisition• Created and shared artist videos and

supporting Q&A blog content to support new shoe launches

OverviewIn 2014, we will seek to:

• Drive more efficient social and digital conversion identifying and optimizing against both lifetime consumer value and best acquisition costs

• Optimize and redefine the artist community efforts

• Launch partnerships that drive scalable brand awareness, engagement and demand

• Create a unified, ownable brand story, philosophy and visual identity

• Advance our e-mail and paid conversion campaigns with more sophisticated segmentation and optimization

• Better elevate the talent within BucketFeet via PR and visibility efforts

• Increase our social engagement and equity• Get more earned media activity with bloggers

and influencers• Drive more brand awareness and an increase in

share of voice within the broader competitive landscape

• Test, test, test

Goals

By December 31, 2014, success will be achieved, if:

• Brand awareness is increased against a benchmarked competitive set

• Clearly identified and optimized LTV and CTA for all consumers

• Engagements are higher in all forms within digital, social, e-communication

• Nordstrom re-orders, and praises our marketing efforts (with other retailers coming on board as a result)

• Marketing is driving a higher % of sales efforts• Brand voice is clearly communicated with

consumer recall• More artists are more deeply engaged in the

brand• Four partnerships are completed successfully• Our most influential consumers know who we

are

OBJECTIVE STRATEGIES ASSOCIATED KPIS

Awareness Launch a defined, ownable brand story campaign across all marketing channels that drives authentic brand awareness, around key product/retailer launches and with the target consumer.

• Impressions• Share of Voice• Sales • Acquired

Consumers

Engagement

Deepen engagement with BF artists and consumers alike by providing them with more incentivized opportunities to engage with the brand at varying barriers to entry, across social and offline channels.

• Engagements (Likes, Shares, Comments)

• % of Artists Active

• # Registered Artists

Demand Increase demand efficiency by deploying segmented communications efforts across all paid, earned and owned media channels that identify and track consumer adoption and then optimize against the best performing adoption.

• Sales Conversion

• Email Subscribers

• Attributable $$ Earned

• LTV of Acquired Consumer

Loyalty Initiate a targeted social loyalty program that rewards consumers with exclusive content and art from BF artists for their social sharing, purchase and authentic WOM on behalf of BF artists.

• Engagements per Acquired Consumer

• Conversions per Acquired Consumer

• Engaged Artists

Opportunity

Celebrity x Tastemaker Artist Collaboration

Authentic Storytelling

Promotions & Stunts

Marketing Ecosystem

Social AdsSocial Partnerships

Blogger PartnershipsRe-Targeting

Affiliate Referral Programming

Event Participation x Sponsorship

Street Snipes x OOHLive Art Installations

PRPartnerships

Artist CollaborationsArtist Affiliate Programs

Influencer SeedingInfluencer x Tastemaker

Partnerships

Social MediaE-Commerce / Blog

ExperientialLoyalty/CRM Program

Pop-UpE-CommunicationArtist Community

Promotions x Contests

Strategy

Overview

The elevator pitch approach in 2014 is:

• Clearly articulate what BucketFeet “is”• Elevate key BucketFeet talent as

voices/experts/creators• Tell better stories (in a more distinct way)• Activate more artists as brand ambassadors

and assets• Leverage social and digital to scale all

marketing efforts• Better engage influencers• Team up with partners who bring us an

abundance of the right eyeballs• Engage consumers around the art at the

heart of the BF story• Utilize our abundance of stories to make

sure we tell the right ones

How We Do It

Leverage the scalability and accountability of social media to efficiently drive awareness, adoption and brand growth across all offline and online marketing channels.

This is anchored by carefully targeted events, promotions, product launches, partnerships… and by the significant expansion of BucketFeet artists as a true brand platform.

WE BELIEVE ART IS FOR EVERYONE // BRAND STORYTELLING

PARTNER MARKETING

E-COMMERCE x E-COMMUNICATIONS

EXPERIENTIAL

PR x INFLUENCER

ONGOING OPTIMIZATION EFFORTS

SOCIAL MEDIA x WORD OF MOUTH x DIGITAL MARKETING

ARTIST NETWORK AND COMMUNITY

LOYALTY & CRM

SEO x SEM

BRAND PHILOSOPHY

EVOLVED DISCOVERY

DISTINCT GLOBAL EQUITY

EXPANDING ARTIST

NETWORK

OWNABLE RETAIL

ACTIVATIONS

Key Mktg Functions

FUNCTION DESCRIPTION KEY PROGRAMMING

Channel Support of key retailers in identified top markets.

• Product Launch Support• Brand Asset Kits• Store Employee Incentives• In-Store POP • In-Store Artist Experiences

Social Media

Refine and scale channel acquisition and content generation efforts. Systematize and test new promotions.

• Integrated Social Promotions

• Content Storytelling• Social Advertisements• Consumer Acquisition

Digital Media

Driving more efficient online conversions to e-commerce while initiating integrated brand stories across digital, influencer, social channels.

• Retargeting Campaigns• SEO/SEM• Banner Ads• Affiliate Programming• Blog Content Syndication• Digital Partnerships• Influencer Partnerships• Integrated Promotions

(.com, email, social, influencer)

Key Mktg Functions II

FUNCTION DESCRIPTION KEY PROGRAMMING

Email Communications

Connecting with consumers via targeted, segmented email campaigns that drive transactions, awareness and consumer engagement (at once and separately).

• Segmented Email Campaigns

• Conversion Tracking and Cohort Identification

• Collaborative List Building with Identified Partners

Artist Community

Revamping the Artist Network to provide a more turnkey experience for active and inactive BF artists.

• Development of BF Artist Network Platform

• Rebranding of “Artist Network”

• Development of engagement toolkit for BF artists

Partnerships

The launch of 4 partnerships in 2014 with entities or individuals who achieve growth for BF with regards to core brand priorities. Goal to expand to 8 partnerships in 2015.

• Collaborative Product “Collections”

• Co-Marketing Promotional Activation Campaigns

• Tracking and Case Study Analysis of Partnership Campaigns

Key Mktg Functions III

FUNCTION DESCRIPTION KEY PROGRAMMING

Brand Storytelling

Curate and tell the best stories of the BF brand through integrated, contextual storytelling across all marketing channels.

• Revamp and re-launch of the BF brand voice

• Creation of more custom images, video and visual content

Experiential Create impactful pop-up and experiential moments during key sales windows and product launch moments in top markets.

• Strategic deployment of pop-up shops

• Street Snipes• Stunt Activations (SXSW,

Lolla, etc)

PR & Influencer

Activation of targeted influencer programming, co-branded promotions and PR outreach yielding an increase in brand share of voice, engagements and impressions.

• Targeted PR seeding• Influencer Activation• Celebrity Seeding• Influencer Promotional

Partnerships (giveaways, contests, content generation)

Loyalty & CRM

Develop a loyalty program via e-commerce that incentivizes repeat purchase from consumers.

• Creation of consumer non-traditional loyalty experience

• Creation of employee loyalty experience for key retailers like Nordstrom

Function PrioritizationPR & Influencer Loyalty

&CRM

Channel

Social Media

Brand Story

ExperientialPartnerships

Artist Commu-

nity

E-Comms & Commerce

Digital Media

How We WinAct

ivate Our

Artists

• Create more ways for them to engage• Activate more artists, more frequently• Launch platform that is a community-esque living asset that scales on its own

Create Targeted Demand

• Craft meaningful programs that excite store associates and channel partners• Clearly communicate BucketFeet brand story in an ownable, memorable way

Scale Social

Efforts

• Better engage and excite existing social audience• Create unique brand voice and corresponding visual story• Develop audience that scales more quickly reaching a critical mass in all channels

Distinct Brand

Story

• Deploy first branded campaign aimed at enriching brand equity• Get our contextual storytelling right• Test, test, test within experiential, content stories, promotions and programs

Partner

Up

• Partner with the right non-competitive brands across diverse niche industries (fashion, art, music)

• Activate partnerships strategically to bring new audience to both partner and BF while generating meaningful equity and revenue for both

Strategy: Social x DigitalPrimary Objectives Served: Engagement, Loyalty, Demand

Social Media: OverviewSystematize and scale social media

efforts across all top channels, better telling the BF story through a modified, optimized brand voice and corresponding visual.

Key immediate action items include:

• Re-vamp brand voice, developing guidelines and standards

• Create content based upon the channel of distribution, ensuring aligns with best social practices

• More strategically launch promotions and contests, integrated across channels and into overall marketing strategy.Test more types of content, more frequently

• Acquire more of a critical mass of “fans” on all key channels

CHANNEL OBJECTIVE/S

PARAMETERS FOCUS

Facebook Acquisition/CRMAwarenessEngagementStorytelling

• 1x per day• Promote post 3x per

week• Monthly Promo

• Brand DNA – refined content• Promotions/Contests• Inspirational Posts• Artist Elevation• Channel / Sales Support

Instagram EngagementArtist InteractionStorytelling

• 2x per day• Hashtag library

development (trending, original)

• Separate accounts and launch new HQ/Artists accounts

• Elevate artist curatorial POV• Drive conversion,

engagement

Twitter Customer ServiceEngagement Artist Interaction

• 2x per day planned• Hashtag library• Real-time / ad-hoc

response

• Customer Response & Resolution

• Artist Interaction & Shout Outs

• Curation & Sharing of Interesting Content

Pinterest DemandEngagementStorytelling

• 20-25 pins per week• Link pins back to

website/commerce

• Visual Storytelling• Trending Topics Featured• Curate Art• Drive Sales through

Commerce Linkback• Influencer Partnerships

Tumblr EngagementAwarenessStorytelling

• 1x per day original, 1x per day re-blog

• Hashtag library • Port over from current

blog

• Re-launch as hub for brand blog

• Elevate artists• Re-share content from

tastemakers, influencers and content creators

Vimeo/YouTube

EngagementAwarenessStorytelling

• Artist elevation• Visual look book• Short form video

content

• Video Q&As w/BF Artists• Brand Lookbook/Sizzles• Original Content Series

(2015?)

Social Media: Integrated PromotionsDevelop a systematic approach to promotions

that integrates efforts across social channels to build scale and efficiency, while increasing consumer adoption and engagement.

• Quarterly seminal promotions: integrated across more than one social channel to support key brand initiatives with varying levels of barrier to entry; Ensure e-mail capture for all promotions for remarketing/acquisition; Ensure at least one consumer promotion has a user generated content (UGC) focus

• Single-day sales & engagement-driven promotions: on Facebook, Instagram, Tumblr and Twitter (1x per month) that encourage consumer response and content co-creation; encourage flash-sale style consumer action (provide exclusives, GWP, etc)

• Influencer co-branded promos: activate 8-10 contests/promos with lifestyle bloggers, digital influencers and content creators who bring the right audience to the table

• Artist promos: partner w/BF artists for at least 1x promotion per month co-hosted by the artist and BF

Social Media: Q1 Calendar (working)MONTH KEY ACTIVATIONS

January

• Re-Launch of Blog on Tumblr• Re-Launch of Pinterest• Revamp of Brand Voice & Content Storytelling• Launch: Social Story & Promo – Japan Roadtrip // Prints• Art Prints Launch

February

• #MadeToStandOut Promotion• Launch of new Instagram Accounts (HQ & Artists)• Shoe Launch: Social Story & Promo – Best Sellers, Aaron

Classics, Socks• Social SEO & Retargeting Optimization• First Artist x BucketFeet Social Promotion• First Influencer Social Promotion• Rollout of SS 14 Lookbook Content

March • Nordstrom Launch; SS 15 Launch• Shoe Launch: Social Story & Promo – Chicago, Spring I,

Minty Fresh• Quarterly Social Promotion (integrated into Nordstrom)• SXSW Targeted Promotion• SCOPE NYC // #MadeToStandOut

Social Media: Q2 Calendar (working)MONTH KEY ACTIVATIONS

April • Artist x BucketFeet Social Promotion• Influencer Social Promotion• Shoe Launch: Social Story & Promo – Out

Soul, Spring “Inked,” Online Exclusive• Phase II Art Prints Push (Larger Push)• Soft Launch of BF Artist Network Community

May • #MadeToStandOut Promotion• Launch of new Instagram Accounts (HQ &

Artists)• Shoe Launch: Social Story & Promo: Barca

Roadtrip, Summer II, Memorial Day• Quarterly Social Promotion

June • 1xRUN Partnership Launch• World Cup – Social Promotion & Product Push• Phase II Launch of BF Artist Network

Community• Shoe Launch: Social Story & Promo –

Pineapple Remix, World Cup in Brazil, Tees/Tanks (TBD)

Digital MarketingWith expanded PR, influencer, SEO &

SEM efforts, leverage the ability of digital to scale marketing efforts across all key objectives including the following key activations:

• INITIATE DISPLAY ADS: Deploy a targeted display campaign to enhance e-commerce launch of Nordstrom.com (and other key partners based upon success)

• DEPLOY SEARCH ROADBLOCKS: Via Adwords and SEO/SEM to generate maximized traffic to Nordstrom and other top partners initiating re-targeting cycle; Utilize SEO/SEM insights to enhance paid digital offerings

• ACTIVATE ARTISTS x PARTNERS: Via expanded BF Artist Network to better track, drive and reward the conversion of digital traffic to BF.com and other key commerce/social destinations

Paid Media

Expand paid media efforts in 2014 to drive better conversion, accountability and brand awareness independent of sales, including the following key efforts:

• SOCIAL: Refine Facebook efforts, expand social ad efforts into Pinterest, Instagram, Twitter, FB Video

• RE-TARGETING & TARGETING: Deployment of sophisticated re-targeting and consumer identification paid media campaigns, with better segmentation via Adroll / ad exchange

• PARTNER WITH INFLUENCERS: Launch integrated, paid partnerships with influencers that directly reach the BF target consumer

• AFFILIATE TESTING: Launch affiliate programming to drive qualified consumer lead generation

SEO x SEM

Beginning with an audit in conjunction with Offside, craft a refined SEM/SEO plan that drives more targeted consumer search conversion and adoption including:

January • Competitive

analysis of current search efforts by all core category competitors

• Identify actionable opportunity of where BF can win in search

• Creation of revised search benchmark with new definition of success identified

January-February • Test

recommendation against benchmark

• Optimize and categorize terms that we can win with, own holistically, that drive sales in category w/target consumer

March-Onwards• Modify e-

commerce to best work in concert with search efforts based upon the audit and early results

• Testing new SEM campaigns to support key product collection and retailer launches including roadblocking Nordstrom at launch

March- Onwards:• Continue

social audit of optimizations to social strategy that will result in better social SEO and search conversion

• Re-vamp based upon results to-date

AUDIT TEST RECO

REFINE

RECO

EXPAND

RECO

E-Comm: OverviewIn 2014, strategy is to re-fine and re-

energize current efforts by tailoring messaging, content, offers and calls to action to specific consumer database segments, while growing the database with the target consumer segment.

1. SEGMENTATION: Segment database by defined demographic, psychographic criteria. Begin testing segmented messages, offers, calls to action and creative. Refine based upon performance.

2. SUBSCRIBER GROWTH: Expand database through paid media efforts, partnerships with external non-competitive brands, promotions and incentive programs for current subscribers. Expand both database growth but also corresponding growth response.

3. ENSURE ALL ROADS LEAD TO CAPTURE: Ensure all digital and social promotions, digital activations, and all key .com campaigns drive to accountable e-mail capture

E-Comm: Driving Immediate ImpactDuring Q1 and Q2, initiate targeted

segmentation, A/B testing of messaging and systematize re-marketing to generate repeat purchase, better initiating the consumer path to purchase funnel.

Immediate action items include:• Segment database based upon purchase funnel,

demographics and purchase history• Individually target segments with messages,

products and offers distinct to their segment, optimizing results based upon performance

• Integrate e-communications efforts into larger strategic efforts, to generate an increase in social sharability, consumer referral and secondary WOM via e-comms channel

• Craft and launch recruitment programs that incentivizes the casual and active consumer to subscribe to BF’s e-comms

Social Media x Digital: SnapshotSuccess is:

E-Comms:• Better e-communications

conversion rate• Comprehensive consumer

segmentation with performance analysis identified and modeling complete.

• Growth of database, exceeding KPIs.

Social Media: • Creation of a distinct brand

voice• Increase of social fan acquisition

and owned consumer databases, exceeding all KPI Benchmark goals

• Reaching a critical mass for all social promotional entries

• Clear communication of the BF brand story

• Better engagement on all visual posts because of improvement of visual story

SEO x SEM:• Keyword analysis and refined bank

development with corresponding .com updates

• Improved keyword conversion, successful roadblocks against key product / retailer launches

Digital:• Successful launch and deployment

of affiliate programming• Re-focused re-targeting and

improved conversion from Adroll and digital media partners

Paid Media:• Exceed all CPC/CPM/CPL goals• Test and prove concept in new

social and digital paid mediums driving attributable sales

Strategy: Website x ProductPrimary Objectives Served: Demand, Engagement

Website: OverviewIn tandem with the brand voice overhaul,

launch of BF artist network and SEM/SEO audit, give the website a light refresh including:

• Refresh of copy to match revised brand tagline, philosophy

• Re-configure navigation to aggregate the cultural content into a single portal (new blog, artist inspiration/content, press etc)

• Revise paging schema so each active artist has a dedicated landing page and is easier to link to, better optimized for SEO

• Create a global distribution/location page where consumers can find retailers, showcase dynamic nature of content being created and shared across the globe by BF artists/fans

• Encourage review increase, potentially consider a plug-in such as BazaarVoice to amplify

• Clean-up “About” page and secondary content pages to be more concise, visual

Website: Product PagesExpand contextual selling

experience within the product pages including:

• Have virtual “try on” experience with short video loop that shows styled versions of the shoes in action

• Re-configure social sharing to make more simple, less redundant

• Re-think reviews mechanism and optimize process

• Show associated products/similar styles

• Improve load time and algorithm (e.g., if on-sale, remove from what’s new)

Shoes: PackagingThe product packaging experience will

evolve to better emulate the sense of discovery and artistic creativity that is core to the DNA of the BucketFeet brand. Plan to update the packaging experience as follows in 2014:

• Revise artist cards to better tell artist story with a scanable way to access rich artist media (videos, playlists, etc) to enhance the artist storytelling experience

• Update to actual packaging with box turning into more of a bag/tote/carrying case that sustains (e.g., is re-usable) with an ownable interplay of “foot/feet” into the package (tbd pending creative consult)

• Give all consumers push cards that they can gift to friends who ask them about their unique shoes, that provides each recipient with a one-time offer/incentive to purchase

• Hide surprise/delight messages and details within the packaging –hidden quotations of inspiration, hidden content unlocked through discovery, etc.

Product Extensions: Packaging

As we expand into prints and beyond in 2014, ensure all of our products are delivered with several ownable commonalities in packaging including:

Discovery: Hidden design elements that surprise,

delight.

Call to Action: The packaging should trigger a consumer action with a

compelling reason for them to do so.

Utility: Find ways to have the packaging live onwards – e.g., as

wrapping paper, as a bag, able to grow into a plant, as a piece of art in

its own right.

Strategy: PartnershipsPrimary Objectives Served: Demand, Awareness

PartnershipsIn order to kick-start BF awareness and niche equity, seek to align with non-competitive partners across the various lifestyle niches that intersect with the BF target consumer and BF brand DNA. Target 4 partnerships in 2014, 8 in 2015.

• Creation of collaborative, limited edition product offering, available exclusively via BF

• Co-branded social media promotions, e-communications and events

• Joint storytelling via collaborative content curation and creation (videos, Q/As, contextual marketing)

• Paid acquisition campaigns driving partner audience into BF social, e-commerce and email communications, in-store experiences when relevant

Why Partnerships?Aligning BF with provides us with a few

essential benefits:

1. Access to their audience with the goal of converting them into our audience as transactional consumers

2. Alignment with entities or personas that increase our brand potency – credibility – creativity

3. Access to new artists who could expand the artist network offering and recruit new artists by association / proxy

4. Provides fun story for retail partners and consumers alike, gives them the surprise/delight that keeps them actively engaged

NICHE SAMPLE POTENTIAL PARTNERS

Tastemaker / Influencer

• The Selby• Uncrate // Core 77• Sea of Shoes• Cobrasnake, Rukes, Nicky

Digital, Tyler Shields

Celebrity • Music: Diplo / Major Lazer, Macklemore, Jason Mraz, Steve Aoki

• Actor: ? Need one.

Art • 1xRUN• MoMA

Community/Non-Profit

• Rush Foundation• Artlog• Art Production Fund

Non-Competitive Brand

• Uniqlo• American Airlines• Sol Republic• Virgin Airlines / America

(Uniform)• VH1

Chicago • Chance the Rapper• FW “Creator” Photoshoot

(8-10)• Lollapalooza• Grant Achatz• Virgin Hotel Chicago, SoHo

House Chicago

By February 2014, seek to have identified and initiated partnership deals with:• 4 collaborative partners –

releasing collections including: 2 celebrity (musician and other), 1 art and 1 non-profit

• More tactical promotional partnerships with 8-10 artists, influencers, media outlets for social promos, events

• Timeline: • Inaugural Partnership

Launch in June with 1xRUN

• August – second partnership with an individual – celebrity/artist

• September – third partnership w/celebrity/artist

• November – pre-holiday partnership w/non-profit

This should set the stage for 8 partnerships in 2015 covering off on all months except the 45 day windows when we have seasonal launches.

Partnership CriteriaPotential partnerships evaluated based upon

the following criteria:Authenti

city Credibility

Network of Artists /

Consumers

Unique Brand Attributes

ReachEquity and

Engagement with

Audience

Proven ability to sell

products?

Ability to Provide Scale

Social x Digital Equity

Volume of Acquired

Consumers

Willingness to Engage

Actively Marketing

Originality

Bring something new to the

table?

Provide Access

Have Distinct Marketplace Positioning

AudienceIs their

consumer the BF

consumer?

Does the BF consumer

aspire to this persona/bran

d?

Is there an opportunity to acquire

their audience into

ours?

Strategy: Artist CommunityPrimary Objectives Served: Engagement, Demand

Artist: OpportunityExpand the BFAN into a more

structured “community” style program that provides a set of

clearly articulated opportunities and benefits to current and

potential BF artists.

Better elevate the artists as part of the BF brand story and

sales cycle to consumers, channel partners and media,

alike.Activate partnerships with key players in the art community who open the doors for higher

visibility artists who bring additional credibility, audience,

scale to the BF artist community.

Artist: Our AudienceThe artist efforts will

service and speak to three primary audiences simultaneously:

• Current Engaged Artists – Ones we have done business with

• Current Dormant Artists – Ones who have submitted designs but we have not yet activated with

• Potential Future Artists – Ones we’d like to recruit or ones that are actively courting us

Artist: The Program – OverviewDevelop an artist platform that lives primarily as a

digital portal within BF.com and provides artists turnkey access to the full toolkit of opportunities that being a BF artist provides, as well as the best information about opportunities to get involved as a new artist.

• RE-BRAND: as part of revamp project, re-brand the network to have a more ownable name

• OPTIMIZE SUBMISSIONS: Systematize submission and communication processes with artists

• CLEARLY COMMUNICATE VALUE: Demonstrate financial, intrinsic, community values of being part of the BF artist community

• CREATE COMMUNITY: Encourage transparency, collaboration and communication

• EXPAND ENGAGEMENT: Increase volume and diversity in opportunities to engage with BF and clearly articulate those opportunities

Artist: Key Modules: Active ArtistsMODULE KEY INCLUSION/S

Activity • Provide key sales information - current commissions status, next payment date, earnings to-date, next payment date, etc.

• Store list where that artist’s products are available

• Upcoming submission deadlines, information

Promo Toolkit

• Give social assets to artists to share on own networks – banners, product images, Facebook timeline images, etc so can customize and give kudos to the artist

• Give exclusive referral link trackable with a bonus incentive, potentially against their own product

Artist Hub • Build out a more robust profile for each active artist, including more content, more distinct profile fields

• Ensure each artist has a landing page where consumers can access al products (men/women/kid/print) through a single URL optimized for search – i.e., Bucketfeet.com/Sentrock

Artist: Key Modules: ALL ArtistsMODULE KEY INCLUSION/S

Education • How to video/content explaining to artists how to get started with BF, with tips and advice

• Bimonthly educational seminars on key topics to help with entrepreneurialism, etc with artists co-hosting these TED-style talks

• Q&A section with ability for artists to search FAQs and ask Co-Founders/BF team questions

Social Opportunity

• Provide social incentives for sharing of original images featuring BucketFeet, tagging BucketFeet with @ on Instagram, Twitter, Facebook (from fan page)

• Determine thresholds and pay out $$ against qualified social engagements (i.e., if photo shared on Instagram tagging BF gets 5K likes – pay $20)

Referral Code & Affiliate Programming

• Give each artist a custom referral code for purchasing on a sliding scale (first 20 # are higher value, then roll back to baseline discount)

• Give each artist a recruitment link, if another artist joins and becomes active, give $$ or a credit

Artist: Key Modules: ALL Artists IIMODULE KEY INCLUSION/S

Prints: Rolling Submissions

• Encourage engagement with prints and other lower barrier to entry products; drive to set up prints account

• Prints submissions year round to be featured/produced on an on-going basis

Featured Launch “Event”

• Feature BF artists through a launch event that takes over the artist portal elevating that artist in front of their peers – celebrating the artist reaching a goal, selling out a shoe, launching a distinct design, etc.

Reward Engagement

• Create an activity threshold to encourage artist collaboration - the more activity, the more artist is rewarded for participation, elevated within the rankings (e.g., if a print has 50 reviews, ranks higher than another print)

• Encourage reviews on products, social sharing and fellow artist/peer referral

Hype Machine

• Provide mechanism for artists to submit their new art, designs, news and information for BucketFeet to share out – hyping the artist and giving them well deserved kudos

Artist: Potential Future ArtistsMODULE KEY INCLUSION/S

Welcome Video & Content

• Brand video that clearly articulates value proposition to artists and showcases highlights to-date.

• Showcase testimonials from BF artists, key stats and successes to-date

Encourage and Incentivize

• Provide all artists who convert with a one-time immediate deal for purchasing

• Encourage immediate upload of print and profile completion, which unlocks referral code

Artist Promos

• Anniversary #NextBucketFeetArtist style crowd-sourced contest 1x per year, evolving format and driving into new platform once live

• Create 4x per year head to head “tipping point” promos where if pre-order goal is achieved it tips, shoe is produced and artist gets cash.

Submission Process

• Revamp submission process and bring it front and center for potential artists encouraging immediate print submissions, shoe template download and submission w/rolling deadline

Strategy: ChannelPrimary Objectives Served: Awareness, Demand

Channel: Integrated SupportCraft a system of assets, promotions,

content and resources to create a scalable approach to retail channel partner launches.

• Employee Training: Craft virtual training materials including video, manuals, FAQs and detailed product information

• Marketing Support Plan: Deliver marketing and PR high-level plan inclusive of tactical content, release and messaging leading into each product launch

• Employee Incentive Program: For largest channel partners deploy an incentive program to activate employees during critical sales cycles and encourage purchase

• POS/POP: Develop required marketing collateral with desire to initiate 3-4 custom build outs per year with top retailers, with goal to have custom display build outs by 2015

Channel: Digital x Social ToolkitMaximize product launches and turn them more into an event,

creating a turnkey social and digital toolkit that is customized per partner but universally provides maximized social visibility and a simple way for artists, international and partners to support the launch. Kit inclusions are:MODULE KEY INCLUSION/S

Content & Creative

• Launch Copy, Image Library• Sample Social Copy, Our Social Content Plan

Product Specs Package

• Line-sheets, high-res image file package, product specs• Lookbook and lifestyle content

Social Banners • All social update images, promotional banners and PR assets

Media Plan • Showcase planned social, digital and PR support planned for launch including PR/media efforts

Promo Strategy

• Propose social co-branded promotions with key retailers and artists as part of plan to garner buy-in and support

Influencer • Identify top influencer targets and seeding strategy to support each launch effort

Channel: In-Store TrainingDevelop in-store training protocol with

Nordstrom as the model to prepare for essential launches throughout 2014 and beyond. Training essentials include:

• In-person training sessions, when possible, at all top store locations w/on-brand ambassador who authentically shares BF story; consider hiring a part-time trainer, ambassador

• Seeding to top store employees within shoe department and contemporary apparel department, if possible

• Communication of employee incentive program, as permitted by retailer

• Unveiling of distinct POP/display experience, showcasing discovery elements within the brand – from box to bag to design to display

• Web or app access to virtual portal with images, training video, specs and additional information

• Review of approved marketing efforts with store employees

Channel: Virtual Training PackageLaunch a virtual training package that

store employees from top retailer and international partners can access that includes the core BF story and product information:

• Training Video: development of training video that has both useful product and inspiring artist information

• Virtual Lookbook and Product 411: Create mobile-friendly video lookbook and product spec information, tailored to their available collection.

• Sales Incentive Package: partner with retailer to provide opportunities for employees to win products, receive products, receive art and other exclusives as sales motivators

• Q/A: exclusive place for employees to ask questions and get direct information back from BF co-founders /team

Channel: Employee IncentivesCome up with a distinct set of

motivators for channel partner employees, both domestically and internationally to encourage sell-through support:

• Seasonal sales promotions: where winners take large-scale, one-of-a-kind rewards crafted or curated by BF artists

• On-site training spot rewards: artist appearances and surprise/delight moments within the in-store experience

• Interactive in-store experience: that makes storytelling easy and allows employees to feel as though they are giving consumers the inside scoop – have an exclusive story to tell

Strategy: ExperientialPrimary Objectives Served: Awareness, Engagement

Experiential: OverviewIn support of the primary brand

storytelling moment, a pop-up shop or a key retailer launch, create a niche splash by testing the experiential waters with a small, but focused activation. Brainstormed ideas to follow (working).

• Create as a short, sweet and disruptive storytelling moment

• Utilize to communicate critical brand message – i.e., available at XYZ Nordstrom, Art is ___; driving momentum and consumer consideration

• Consider using a combination of street snipes and a corresponding stunt

• Sample concepts here, final to come with final creative brainstorm, alignment

Experiential: SnipesAround primary Nordstrom

locations, consider activating a series of street snipes that support brand campaign, SS14 collection and drive targeted awareness in feeder neighborhoods to drive traffic in-stores.• Street snipes, postering and street

chalk campaign with guerrilla deployment

• Scalable, affordable way to build street buzz

• Feature original expanded versions of collection artist work and lifestyle imagery with CTA to purchase at Nordstrom

• If successful, launch a follow-up in line with Lollapalooza where integrate a social CTA into some where consumers can unlock a special reward at designated URL

Experiential: Shoe on WireCapitalize on the popular urban

legend (myth?) of what shoes on a telephone wire mean, and create it as an ownable brand moment – x marking the spot – around key activations, pop ups and launches.

• Partner with BF artist to do a distinct play on shoes on a wire to mark the spot of a key retail activation, pop up or sales opportunity

• Potential to invite consumers to claim one half of a pair and go into a store to claim the mate / true full pair

• Golden ticket hidden shoe that unlocks collection or grand reward

• Make beautiful art installation that also has utility – consumer CTA

Experiential: Boom, ComfortPartner with Uber to provide

SXSW goers with a pair of comfortable BF kicks as a surprise/delight after a long day of pounding the pavement in subpar comfortable shoes.

• Create a distinct way to seed that provides surprise, delight and true comfort to tired travelers, in an unexpected way

• Potential to activate as a mobile shoe “truck” that can be hailed to a destination or provide a surprise certificate where they bring it in to a BF pop-up shop to redeem for a guarantee at a comfortable, stylish day, the next day

• Create buzz by co-opting the audience of Uber and creating a meaningful experiential transaction

Experiential: Live CustomizationRather than gifting influencers

with BF shoes, do live on-site shoe customization where an artist takes an existing shoe and tailors it to the individual on-site.

• Riffing off of the live step-and-repeat do live on-site shoe customization for a limited # of one-of-a-kind shoes that start with a baseline design and are customized to the individual backstage at Lollapalooza or Warner Sound at SXSW

• Gift one-of-a-kind shoes or pre-created prints inspired by event/line-up with corresponding shoes

• Create an on-site active experience with live art happening in the mix, in an unexpected way

Strategy: PR x InfluencerPrimary Objectives Served: Awareness, Demand

PR: OverviewActivate PR agency partner/s to hit against core business objectives with strategic PR outreach that drives the right awareness, impressions and brand consideration. Key niches include:

Trade Lifestyle

Business &

Entrepreneurialis

m

Art & Design News

Digital Influen

cer

PR: Key Stories

Without having yet seen the PR strategy, success in 2014 includes the following key stories being told (many times):

Trade

• Explosion into marketplace w/fueled growth, Nordstrom notation• Distinct offering within the competitive set – no one else meets need• Launch of new product offerings w/mid-tops, leather, collaborations

Lifestyle

• Editorial feature styling BF in an aspirational way, with call to purchase at Nordstrom• Celebrity wearing BF on lifestyle pub cover and corresponding editorial spread• Round-up inclusion in footwear must-haves, aligned with seasonal print/colorway trends

Biz &

Entre

• Feature on Raaja/Bobby/Aaron as footwear’s new creative leaders in national pub• Inc 500 listing and Forbes fast 50 listing w/profile breakout on co-founders• At least 10 bylines on biz/entrepreneurialism penned by co-founders; at least 10 Q&As in

major pubs inteviewing/sourcing co-founders

PR: Key Stories II

Art &

Design

• BF artist profiles (at least 10) with corresponding Aaron interview as part of profile, spotlight on shoes

• Editorial features on ecosystem of the BF artist community with positive recommendation to engage

News

• Heavy Nordstrom local-market support with local editorial in top daily, print magazine, broadcast for all key Nord markets

• Biz growth feature in NY Times, WSJ with profile on success to-date and future opportunities

Digital

Influence

r

• At least 50 social PR placements with top lifestyle tastemakers and editorial creators

• Collaboration with top digital influencer on exclusive prints or capsule product (at least 3)

• At least 50 co-hosted social promotions and consumer giveaways where BF shoes are front and center during key windows such as BTS, Festival Season and Holiday Gift Guide

Influencer: Sample ProgramsPartner with identified influencers on a

variety of programs that reach BF brand marketing objectives including:

Capsule Collabora

tionCOLLABORATIONS

Social

Media

Promo UGC

Promotion /

Design Contest

PROMOTIONSSeeding

Event or Live

Appearance

TARGETED GIFTING

Content

Program

Influencer: Seeding Work with PR partner/s (and potentially a

celeb seeding firm such as the A List) to identify the top social influencers, tastemakers and celebrities to authentically seed product.

1. Go deep across multiple influencer niches, seed to not only the top tier, but seed to the emerging blogs and sites – they very well might be the next volume leaders.

2. Look inside social networks to find their respective leaders and initiate relationships with those who can provide social traction on behalf of the brand.

3. Find authentic connections to celebrities through the BF family and also initiate more direct connections to celebrities who best emulate the BF brand.

Influencer: Key Footprint

Celebrity: Music, Art, Fashion, Actor/Actress.Must: Authentically speak to brand DNA and target consumer.

Instagram and Pinterest: Photographer, Content Creator, Curator, Artist.Must: Reach a critical mass through visual content (more than 100K).

Blogger: Fashion, Lifestyle, Art, Design, Creative, Key Market.Must: Reach a critical mass (more than 100K uniques) and have that mass engaged.

Tastemaker: Music, Art, Fashion, Design, Entrepreneur.Must: Be an established thought leader in respective space speaking outside personal bubble.

Strategy: CRM // LoyaltyPrimary Objectives Served: Loyalty, Engagement

Loyalty: Incentivized Program

As we’ve already seen with BF social fans and e-subscribers, there is a great amount of passion behind the brand, already.

Leading into Q3/Q4 during a critical growth period with more eyeballs than ever coming to the brand for the first time, we have an opportunity to identify, incentivize and activate the future and repeat actions of consumers with a non-traditional loyalty rewards program tied into both BF.com e-commerce and social media channels.

Loyalty: Campus Ambassador

In Q3 of 2014, in tandem with back-to-school, launch a targeted campus ambassador program, that invites college students to become an ambassador in order to receive exclusive incentives, access and more.• Launch at top art and volume market

universities and colleges• Provide portal for students to sign-up and

get incentives based upon referral of peers and activation

• Create exclusive ambassador toolkit given to top ambassadors

• Activate campus vs campus contest with winning campus taking home a grand reward

• As part of experiential strategy, include in-market official presence if have a moveable pop-up experience

Campus: Ambassador Experience

Collegiate consumer arrives at dedicated collegiate landing page on .com

Sign-up and immediately receive an unique referral

code where can give X # of friends a special discount

Sign-up and confirmed e-mail verification triggers

each ambassador to receive BF stickers and swag pack

If collegiate consumer refers X # of people who transact,

receive a free pair, as well as formal ambassador cards that they can physically distribute to give friends

incentives, refer on campus.

Top performing ambassadors get bonus rewards (potential

to fly to SCOPE Miami perhaps?) and are considered for paid

employment for 2014 as official ambassador

Loyalty Program: “KickBacks”

The Bfan “Kickbacks” (working title) loyalty program would serve to provide the following consumer, brand and BF artist value in tandem:

1. CONSUMER: Reward our best consumers and encourage repeat purchase through targeted incentives

2. BRAND: Incentives will not only encourage purchase, product review and product consideration but also WOM and social sharing, rewarding not only for purchase but also for conversation

3. ARTIST: Elevate both new and established BF artists – making mini art prints and exclusive collaborations with BF licensed art as the “Kickbacks” available – allowing us to more effectively promote a wider range of artists, while providing them with another consumer touch point for showcasing and selling their art

Program: How it Works

GET TO LIKE / PURCHASE

Consumer makes a purchase on BF.com or LIKES BF on Facebook

QUICK CONVERSION

PROMPTUpon Purchase -Invite to join to

receive KickBacks or login to an existing

BF account to continue to earn

points.

IMMEDIATE REWARD

Try to convert immediately:

encourage refer a friend to join, review purchase, share BF

purchase, Like BF on Facebook, etc.

Everyone gets BF art wallpapers,

downloads pack.

EXCLUSIVE ACCESS Once join, able to

access a portal with available KickBacks

and points needed to receive them as well

as current points standing.

KEEP IT FRESHNew KickBacks

unlocked every month based upon focal

artists, seasonality, etc. All exclusive “limited edition”

rewards.

COMMUNICATION STARTS

Exclusive content and e-comms sent to KickBacks members 2x per month

with opportunities to earn points.

The Model: Sephora’s Beauty Insider• Sephora awards consumers based

upon their purchase, with each $ being equivalent to a # of points.

• Points are then able to be redeemed at thresholds for sample-sized beauty products from emerging and established partners that Sephora sells.

• “Insiders” in their club receive exclusive pre-sale access, targeted social exclusives, tutorials, content and more.

• Sephora has stated this has increased their purchase frequency 3x and average transaction by $50+.

Strategy: Branding CampaignPrimary Objectives Served: Awareness, Engagement

Thought Process

When thinking about how to properly tell the brand story in a single brand message that adapts to all of the various contexts and environments as diverse as the artists who comprise the BF brand and the retailers who sell it, I realized, we have to keep it simple.

Which is what all of the best brand mantras have in common – they all began as something simple.

Campaign Musts

Must be a simple concept that is adaptable to all the ways we will need to use it. At channel. Within social. At events. Within OOH. As part of PR outreach.

Must have an emotional connection to both our consumers and our artists.

Must connect to the brand statement “We Believe Art is for Everyone.”

Must feel ownable to BucketFeet.

ART ISART ISART ISART ISART ISART ISART ISART ISART ISART ISART ISART IS

IMAGINATION.YOUR CANVAS, ON CANVAS.ALL AROUND.A NEW BEGINNING.APPRECIATED.AUSTIN.UNEXPECTED.AN ADVENTURE.COMMERCE.ALWAYS CHANGING.NEVER EXACTLY THE SAME.DIFFERENT TODAY, THAN IT WILL BE TOMORROW.

The Simple StoryWith that in mind, propose to make the first

campaign an open-ended statement ART IS …

This will supplement the We Believe Art Is For Everyone mantra but service as a more open dialogue with existing and potential consumers and artists.

It’s flexibility allows for it to permeate through a variety of different use cases with us completing the statement or perhaps leaving it open ended, depending upon how and where we are using it.

EV

ER

YW

HER

E

RED

EFIN

ED

TH

E

UN

EX

PEC

TED

LIF

E

BucketFeet

Art Is (you tell us)

Sample Ways it Manifests• SOCIAL MEDIA: As a content series where

we share an image with a corresponding completed statement – e.g., “Art is Architecture” with a graffiti drawing of the Eiffel Tower or “Art is Technology” with a BF-artist designed iPhone case.

• SOCIAL PROMOTION: As a consumer promotion where we invite consumers to share their own image or art creation with corresponding Art Is statement.

• AT POS/POP: As a CTA for consumers to share their statement and receive exclusive content, rewards, offers.

• IN A BRAND VIDEO: Where BF artists complete the statements with their own answers, all compiled together and culminating in the BF philosophy.

• EXPERIENTIAL: As a call to action on street snipes or a live step-n-repeat.

KPI Benchmark x Success Evaluation

13

110,000Facebook Fans

25,000 Email

Subscribers

13,000 Twitter

Followers

5,000 Instagram Followers

15,000 Custome

r Accounts

www.bucketfeet.com (Last 6mos – May 1, 2013 thru Oct 31, 2013)

• Visits = 404,000 (+386% LY)• Uniques = 284,000 (+340%

LY)• Bounce Rate = 6% (-75%

LY)

• Transactions = 2,964 (+356% LY)

• Sales (u) = 3,800 (+386% LY)

• Sales ($) = $168,000 (+272% LY)

800Current &

Prospective Artists

Social x Digital: 2013 Results

350,000 LIKES1,000 avg engagements per post

100,000 Email SubscribersXX % Open Rate (TBD)

20,000 Followers15 average retweets/replies50K clicks20,000 Followers1,000 avg engagements per post

60,000 Customer Accounts20% of Traffic via Social

www.bucketfeet.com By: December 31, 2014

• Visits = 1.5 MM-2 MM• Uniques = 650K-1 MM• Bounce Rate = 7%• % of Traffic Referred Via

Social = 20%• Social Revenue Per Month

= TBD post SEO audit in January 2014

• E-Comms Revenue Per Moth = TBD post segmentation / testing

10,000 Artists1,500 Engaged Artists

Social x Digital: 2014 KPI Benchmark

5,000 Followers200 Average Repins

250 MM impressions +5% Share of Voice

Marketing ScorecardIn order to evaluate success in addition to the

established KPIs, we will measure each activation against the following matrix, assigning it a score and optimizing efforts against best performing LTV (lifetime value), CPA (cost per acquisition), CPT (cost per transaction) segmented by activation and by channel:

• Innovation • % of acquired consumers within core target demo

• Elevation of brand DNA // Brand story

• Awareness and Qualified Impressions Generated

# of Purchase

s

Average Order Value

Total Revenue

Gross Profit and

Gross Profit

Margin

Determining LTVIt is essential that in Q1 of 2014, we segment all activations and accurately calculate LTV and CPT via each channel and each initiative. Optimizing against the best performing activations. While there will be some activities that are simply brand awareness, a majority of the budget will directly support sales growth and best sales performance. We don’t want the cheap consumers, we want the right consumers.CRITERIA Search

Marketing Consumers

E-Mail Consumers

Social Media Consumers

Promotional Consumers

Earned Media //Affiliate Consumers

PR Consumers

Experiential / Pop-Up Consumers

Partnership Consumers

Price Conscious / Sale Consumers

Purchases Per Year

Average Order Value

Total Revenue

Gross Profit Margin

Gross Profit

Why LTV?Finding the right consumers can be labor intensive and at times a higher cost of acquisition, but long term, we believe the margins will work in our favor. It is important to pay more for the right consumers because they are so much more valuable to BucketFeet long-term. The example below is how we will evaluate as the initiatives go into play. Note: #s are for illustrative purposes onlyCRITERIA Best

Customers

Average Customers

Purchases Per Year

4 2

Average Order Value

$136 $80

Total Revenue

$544 $160

Gross Profit Margin

10% 10%

Gross Profit $54 $16

CRITERIA Best Customers

Average Customers

Gross Profit $54 $16

Acquisition Cost

$20 $10

Net Profit $34 $6

ProcessThrough our scorecard dashboard, we will evaluate each initiative real-time, with the following process:Evaluate each initiative

separately siloed by channel to garner

accurate key learnings on campaign

performance against core metrics and LTV

Use distinct link trackers and include required conversion ask for

all .com transactions

Incorporate all digital and social transactional metrics in a single

dashboard for quick access and cross-channel

accountability

Initiate monthly metrics deep-dive with executive

leadership team to evaluate results

Initiate consumer surveys at critical

junctures to capture qualitative and

quantitative feedback on initiative and experience

Add a dedicated analyst to the team as it expands

to ensure testing and evaluating and data

authenticity

Q1 Wins

Throughout Q1 to get immediate successes, propose to:

• Optimize social advertisements, consider third party deployment partner

• Re-launch brand voice and corresponding visual/copy across all digital/social channels

• Benchmark and real-time track LTV, CPT, CPA with LTV as the key metric

• Re-work blog, Pinterest, Instagram, Facebook visual aesthetic and content organization

• Develop e-communications segmentation testing strategy and begin deploying

• Create a SEO/SEM strategy and quickly begin testing, revising accordingly

• Test new product launch processes, getting artist more involved and creating more integrated, substantial programming

• Launch co-brand promotions with artists• Re-configure and re-launch retargeting and ad-roll

campaign• Establish technical foundation for improvements

and expansions in Q2

Success Is…

By December 31, 2014:

• 4 Successful Partnerships w/8 More Planned• All KPIs achieved per benchmark• Drastic increase in social traffic and

conversion• Recognizable brand story with 1 successful

brand campaign under our belts• A tagline we all love• Demonstrated brand visibility and

awareness growth• 100 MM + qualified PR impressions with the

right publications• Actively engaged artist network • A thriving BucketFeet marketing team

Timeline: JAN-APRIL

JANUARY FEBRUARY MARCH APRIL

SOCIAL ADVERTISEMENTS: FACEBOOK

SOCIAL ADS: INSTAGRAM, TWITTER

SXSW POP-UP //STUNT

PAID MEDIAEXPERIENTIAL

NORDSTROM KEY MARKET

SNIPES NORDSTROM KEY MARKET

SNIPES

COACHELLA POP-

UP

SOCIAL PROMO

SOCIAL PROMO

NORDSTROM SOCIAL PROMO

SEO/SEM x ECOMMS

SEO/SEM AUDIT

SEO/SEM CAMPAIGN ACTIVE // E-COMMS ACTIVE – SCHEDULE TBD

BRAND CAMPAIGN

BRAND VOICE RE-LAUNCH

BRAND STORY CAMPAIGN LAUNCH

ARTIST COMMUNITY

ARTIST COMMUNITY:

PHASE I LAUNCH

CHANNEL

SS14 PRE-LAUNCH

NORDSTROM LAUNCHNORD PRE-

TRAIN

PR & INFLUENCER

PR & INFLUENCER EVERGREEN OUTREACH

INFLUENCER PROMO

INFLUENCER PROMO

INFLUENCER PROMO

LEGEND

C-WONDER TEASER

Timeline: MAY-AUG

MAY JUNE JULY AUGUST

SOCIAL ADVERTISEMENTS: FACEBOOKSOCIAL ADS: INSTAGRAM,

TWITTER

PAID MEDIAEXPERIENTIAL

CHICAGO SNIPES

LOLLAPOP-UP

SOCIAL PROMO

SOCIAL PROMO:1XRUN

SOCIAL PROMO: SUMMER

SEO/SEM x ECOMMS

SEO/SEM CAMPAIGN ACTIVE // E-COMMS ACTIVE – SCHEDULE TBD

BRAND CAMPAIGN

BRAND STORY CAMPAIGN

ARTIST COMMUNITY

ARTIST COMMUNITY:

PHASE II LAUNCH

CHANNEL

FW 15 TEASERNORD

ASSOCIATE RE-FRESH

PR & INFLUENCER

PR & INFLUENCER EVERGREEN OUTREACH

INFLUENCER PROMO

INFLUENCER PROMO

LEGEND

SOCIAL ADS: INSTAGRAM,

TWITTER

E-COMMS REFRESH

PARTNERSHIP

PARTNERSHIP: 1xRUN

WEBSITE REFRESH

BFEET ARTIST CONTEST

Timeline: SEPT-DEC

SEPTEMBER OCTOBER NOVEMBER DECEMBER

SOCIAL ADVERTISEMENTS: FACEBOOKSOCIAL ADS: INSTAGRAM,

TWITTER

PAID MEDIAEXPERIENTIAL

MIA SNIPES // SCOPE POP-UP // STUNT

HOLIDAY POP-UP

SOCIAL PROMO

SOCIAL PROMO:BTS

SOCIAL PROMO:PRE-

HOLIDAY

SEO/SEM x ECOMMS

SEO/SEM CAMPAIGN ACTIVE // E-COMMS ACTIVE – SCHEDULE TBD

BRAND CAMPAIGN

BRAND STORY CAMPAIGN

ARTIST COMMUNITY

ARTIST COMMUNITY:

PHASE III LAUNCH

CHANNEL

FW 15 FOCAL

BTS NORDSTROM

RE-FOCUS

PR & INFLUENCER

PR & INFLUENCER EVERGREEN OUTREACH

INFLUENCER PROMO

INFLUENCER PROMO

LEGEND

SOCIAL ADS: INSTAGRAM,

TWITTER

E-COMMS REFRESH

PARTNERSHIP

PARTNERSHIP: TBD

WEBSITE REFRESH

HOLIDAY PROMO

PARTNERSHIP: TBD

FW 15 FOCAL

PARTNERSHIP: TBD

SCOPE PROMO

BTS POP-UP

Next Steps• Align on final plan with Raaja and Bobby

• Refine plan into a designed executive summary for partners and investors (if necessary)

• Present plan to BF team internally and garner alignment

• Refine timeline and create roadmap• Finalize budget against each core spend

vertical• Build out tactical programming for Q1

and Q2• Create breakout plan for Artist Network,

Nordstrom, Product Launches• Gather external partners and resources

needed to execute against plan