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Mountain Hardwear
IABC Virtuoso Award Submission
March 2, 2012
Entrant’s Name:
Audrey mcLoughLin
Organization’s Name:
The MarkeTing DeparTMenT
DivisiON 1: CommuniCAtion mAnAgement
CatEgOry 5: mediA reLAtions
Entry Name:
mountAin hArdWeAr – FALL 2011BoLstered pr progrAm
worK SaMPLeS
Appendix AMountain Hardwear – six-step Bolstered Pr Plan:
8
BOLSTERED PR PLAN SUMMARY 2
BACKGROUND The following six step plan was executed between August 15 and October 15, 2011:
STEP 1 E-mail Teaser • E-mailteasertomediatopromotenewMHWtechnologies.
• Advisefollow-upcallwillbecomingshortly.Timing:weekofJune13
STEP 2 Follow-up Call with Media • PreliminarydiscussiononMHWtechnologies.
• Confirmsizinginformationforproductsamples.
• Advisemediaofscheduleforreleasesandproductsamples.
• DiscusstheopportunityforaphoneintervieworpersonalvisitfromMHWtodiscussnewtechnologies.
Timing:weekofJune13
STEP 3 Media Release Delivery • Deliverreleasesandproductadvisoriestomediaviae-mail.Timing:weekofJune20
STEP 4 Media Release Follow-up Call • Follow-upphonecallwithmediatoconfirmandreviewinformationreceived.
• Discussopportunitiesfortheirfall/winterissues.
• ConfirmgloveandjacketsizingforproductstobeshippedinAugust(ifrequired).
Timing:weekofJune27
STEP 5 Product Delivery & Interviews • ProductdeliveryandoptionalpersonalorphoneinterviewwithMHWrepresentative.
• Includefolderinthepackagewithcoverletter,releasesandsupportingimagery.
Timing:startingAugust22
STEP 6 A Follow-up & Thank You • Sendathankyouitem,suchasatoque.
• Requestthattheysendtearsheetofcoverage.Timing:weekofSeptember5
Appendix BMountain Hardwear – F11 Bolstered Pr Program e-Blast
9
Appendix CMountain Hardwear – F11 Bolstered Pr Program Box Elements
10
Appendix dMountain Hardwear – F11 Product advisory Plan
Note:Every product advisory will include:• Intro paragraph customized to publication• Product descriptions• Link to product shots and lifestyle shots where available• Link to press kit
F11 Priority Products
Publications – w/o Jun 13Newspaper – w/o Aug 22
DistributioN Date
Priority ProDucts/
Key NeWsMSRP
Effusion Power Jacket (OM4210/OL4201) $160
Butter Man Colorblock Hoody (OM4213) $90
Butter Zippit Hoody (OL4458) $80
Butter Warm Up Pants (OM4216/ OL4205) $90
PERFORMANCE RUNtoPic
Publications – w/o June 27Newspaper – w/o October 10
ALPINE
Publications – w/o June 20Newspaper – w/o September 12
SNOWSPORTS
MSRPDrystein Jacket (OM4147/OL4260) $450
Bokta Pant (OM4148/ OL4129) $400
Nitrous Jacket (OM4153/ OL4133) $250
Typhon Glove (OM4395) $150
Echidna Glove (OL4398) $150
MSRPSnowstastic Jacket (OM4429/ OL4427) $480
Snowstastic Pant (OM4431/OL4428)
$330
Downhill Parka (OM4186/ OL4179)
$400/ $380
Wayback Ski Pack (OU4448) $180
Zeus Glove (OM4349) $120
Maia Glove (OL4350) $120
MeDia chaNNel
OUTDOOR NEWSPAPER
OUTDOOR NEWSPAPER
OUTDOOR NEWSPAPER
DRyQ ACTIvEFeature techNoloGy
DRyQ ELITEOUTDRy
DRyQ ELITEOUTDRy
Publications – w/o Jun 13Newspaper – w/o Aug 22
DryQ
DryQ – Active – Elite
INNOvATION STORIES FOR 2011
OUTDOOR NEWSPAPER
MEdiA rELEAsE
OutDry
11
Appendix eMountain Hardwear – Dry.Q Media release
12
Appendix eMountain Hardwear – OutDry Media release
13
Appendix eMountain Hardwear – Product advisory a
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Appendix eMountain Hardwear – Product advisory B
15
Appendix eMountain Hardwear – Product advisory C
16
Appendix FMountain Hardwear – F11 Bolstered Pr Program thank you Note
17
Appendix gMountain Hardwear – Media Coverage
18
expLore mAgAzineseptember/October 2011 issue – page 24/25
article: into gear: shell game
Featured: Drystein Jacket
get out there mAgAzine september/October issue – page 14
article: Best of Fall – Fall gear guide (staff Picks)
Feature: MHW Effusion Power Jacket
Appendix gMountain Hardwear – Media Coverage
19
impACt mAgAzine september/October 2011 – pages 75 to 80
article: stylin’ Olympians
Featured: MHW Effusion Hooded Jacket,
MHW Effusion Power Jacket and
Power tights, and other items
espACes (FrenCh)september 2011 – page 35
article: styles d’automne sublimes
Featured: Women’s Drystein Jacket
Appendix gMountain Hardwear – Media Coverage
20
AdVenturA (engLish)september, 2011 – page 23
article: Fashionable Fall
Featured: Women’s Drystein Jacket
ski CAnAdA Buyers guide 2012
article: gear and gadgets
Featured: MHW Outdry glove technology
Appendix gMountain Hardwear – Media Coverage
21
BACkCountryskiingCAnAdA.Comsummer Online issue
Posted : review of the Drystein Jacket
review of the snowtastic Jacket
gripped mAgAzine October 2011 – page 8
article: Booty
Featured: Drystein Jacket
Appendix gMountain Hardwear – Media Coverage
22
ottAWA outdoorsFall 2011 – page 27
article: great gear for getting outside this season
Featured: Effusion Power Jacket
sun mediA (26 sun papers and online across Canada)
December 20 2011
article: Welcome Winter
Featured: Featured: Women’s Drystein Jacket,
Women’s Echnida glove
Appendix gMountain Hardwear – Media Coverage
ski trAx December 2011 – page 36
article: Mt Hardware
Featured: torsiontM golve, Effusion Jacket, Effusion Powert tights
23
s-mAgAzineFebruary 2012 – page 17
article: First Load
Featured: Drystein Jacket
Appendix hMountain Hardwear – Media Feedback Highlights
24
From Brad Steele, BackCountrySkiingCanada.comHi Nancy, just received the gloves – thank you for sending those over and arranging for us to be able to review them. i have to tell you i love the presentation of the box - very nice. the gloves look like a backcountry skiing winner as well. We will place those into our review schedule and get them up on our web site and social media accounts as soon as they complete. i will let you know when the reviews are done and where to find them. Please continue to keep us up to date on all things Mountain Hardwear. Many thanks.
From Gordie Bowles, BK Media Inc.Many thanks for the Drystein jacket. your team does a top rate job and should be commended.
From Deb Cummings, Editor, up! magazineJust wanted to send a long a great big thanks for the gorgeous gear that arrived last week. Not that i am wishing for snow but i can hardly wait to try them out. We’ll use one or both items for our ski guide that’s coming out in November. Hope all is well.
From Iain MacMillan, Ski Canada Magazinethanks so much for the fantastic MH gloves and jacket guys – they totally rock! My diminutive frame is often hard to fit but the shell is perfect and the gloves, well, they fit like a glove. i’ve never had any MH before but i really like. so many shells have such a light feel to them, they hang on you like a thick garbage bag but this is amazing...sweet. thanks again.
From Joanne Richards, Sun MediaHey Nancy ... i got that amazing package with Mountain Hardwear product. We are already giving thought to Christmas gift supplements and i want to feature lots of great ideas! thanks, JO