1. Public Relations Meets Word of Mouth Wine, Spirits, Food and Lifestyle www.elementalmeme.com

2. Building the Base 3. 1. Widespread negative perceptions about the ZAP festivals of previous years 2. Lack of coverage of ZAP and Zinfandel in particular by top wine writers and publications 3. Need to enhance ZAP engagement with consumers, media and key influencers The Challenges 4. Unprecedented positive media coverage about the all new Zinfandel Experience Turned around negative perceptions with important critics: Jon Bonne (San Francisco Chronicle) Laurie Daniels (San Jose Mercury News) W. Blake Gray (The Gray Report) Steve Heimoff (Wine Enthusiast) Alder Yarrow (Vinography) Laura Ness (Freelance) Mike Dunne (Sacramento Bee) Kate Sweeney (Forbes Travel) Russ Winton (Modesto Bee & Merced Sun Star) The Progress 5. Dramatically increased social media presence and increased ZAPs level of engagement with ZAP members, media & the general public Generated ticket sales for ZAP events Additional ways to spread positive news regarding Zinfandel to a targeted and receptive audience Amplified ZAP Producer news and reviews Obtained media coverage and grew awareness for the ZAP Heritage Zinfandel Vineyard Program The Progress 6. Obtained additional media coverage for Zinfandel and ZAP Producer Members in key publications outside of the Zinfandel Experience story. Examples include: San Francisco Chronicle Via Magazine Washington Times Forbes Online Chicago Tribune Chicago Sun-Times The Progress 7. Media Placement 1: 8. Pre-Event Media Coverage Another Wine Blog Bay Area News Group Benito's Wine Reviews Brain Wines California Directory of Fine Wineries Contra Costa Times Cork Dorks , KRUSH Radio Culture Trip Daily Candy Daily News East County Times Examiner.com City Guides Examiner.com National Examiner.com Sacramento Examiner.com Sacramento Examiner.com San Francisco Examiner.com Wine Pairing Forbes Travel Guide Gayot Gray Report Jet Set Extra Joie Girls Guide Los Gatos Magazine Luscious Lushes Marin Independent Journal Merced Sun Star Modesto Bee Napa Valley Blog New Times SLO Oakland Tribune Pacifica Tribune Palm Beach Illustrated Press Democrat Sacramento Bee San Francisco Chronicle San Jose Mercury News San Mateo County Times San Ramon Valley Times Savvy Stews Vin Village Vinogger Vinography Wine Business Monthly Wine Country Getaways Wine Industry Insight Wine Oh TV Wines.com 9. Secured Wine Spectator as the media sponsor for the 2014 Trade and Media program Secured Tim Fish, Senior Editor of Wine Spectator, to moderate panel Panel Included: Morgan Twain Peterson,Bedrock Mike Officer Carlisle Tegan Passalacqua,Turley Wine Cellars ZAP Trade Tasting Panel 10. Post-Event Media Coverage Classy Black Girl Cliffs Wine Picks Cork Dorks , KRUSH Radio Examiner.com Wine Pairing Fermentation Daily Wine Blog Juicy Tales (Wilfred Wong) KRON 4 News Monterey Herald Mountain Democrat Napa Valley Register Salinas Californian Simply Real Moms Sip on This Juice Snooth Steve Heimoff Blog Tahoe Weekly Traveling Wine Chick Ukiah Daily Journal We Blog the World Wine Business Monthly Wine Oh TV 11. General Zinfandel Coverage Brain Wines Chicago Tribune Chicago Sun-Times Contra Costa Times Cork Dorks , KRUSH Radio Detroit News Examiner.com Forbes Inside Bay Area Lubbock Avalanche-Journal New Times SLO Press Democrat Sacramento Bee San Francisco Chronicle Snooth Tahoe Weekly Via Magazine Wilfred Wong Wine & Spirits Wine Spectator Wines.com Wilfred Wong 12. Building Zinfandel Awareness After recent tastings of 30 California zinfandels from recent vintages, what an awakening awaited! All in all, it was a seducing mix of heady perfumes, persistence of flavors, well-structured, nicely performing red wines. Zinfandel is an All American grape and a darling recommendation for this year's feasts. Its flavorful dark cherry zest and crushed black pepper quality can add intensity while making a statement at any table. Wilfred Wong As a veteran of the wine business, Ive seen trends come and go, and Zin still seems hold its own. While Zins greatest stronghold remains in Northern California, there remains a global love for the varietal among those who love wine. The largest wine-producing state in the country does everything well, and one wine better than anywhere in the world: Zinfandel. From dense, chewy structured reds to delicious fruit bombs, Zinfandel is considered by many to be the most American of grapes. 13. One Critics Journey I LOVE THE NEW ZINFANDEL EXPERIENCE! 14. Another Critics Journey Some day, we will recall this as the moment when Zinfandel made its great shift back to the future. The shift could even be witnessed in this year's Zinfandel Advocates and Producers event, which shifted from full-bore party mode to something a bit more structured and high-end. Just a couple of years ago, it was hard to see a path forward for California's beloved grape - a way to transcend what its recent past had wrought: too many overly ripe, wobbly versions wearing too much makeup and trying too hard to make an impression. San Francisco Chronicle, February 8, 2014 15. Social Media Outreach 16. ZAP Facebook August 19, 2013: 2,726 Facebook Fans March 25, 2014: 3,215 Facebook Fans Focus on: Organically growing the fan base Increasing overall engagement Highlighting ZAP Producers Selling events Building the right audience for ZAP Media Influencers Zinfandel Lovers 17. Some of the New Facebook Fans TRADITIONAL MEDIA Tim Fish, Wine Spectator Joe Czerwinski, Wine Enthusiast William Tisherman, Beverage Media Michael Hastings, Winston-Salem Journal Sandra Silfven, Detroit News Bill Ward, Star Tribune Howard Hewitt, Syndicated Writer Cathy Hardesty, SLO New Times Matt Horbund, CBS 12 & WFLA (FL) Catherine Fallis, Grape Goddess Robert Whitley, Whitley on Wine Russ Winton, Modesto Bee & Mer. Sun Star Liam Mayclem, CBS San Francisco Louis Marmon, Freelance Patty Burness, Northside San Francisco Charlie Adler, Freelance & Taste D.C. Sharon Kapnick, Freelance Amy Treadwell, Chronicle Books WINE WEB Lewis Perdue, Wine Industry Insight Meg Maker, Palate Press & Freelance Fredric Koeppel, Bigger Than Your Head Monique Soltani, Wine Oh TV Nannette Eaton, Wine Harlots Edgar Solis, Examiner.com James Melendez, The Wine Guy Rich Mauro, The Peoples Palate Dezel Quillen, My Vine Spot Eric Orange, Local Wine Events Frank Thorsberg, Wine Country Insider Joe Becerra, Wine Country Getaways Ian Blackburn, Learn About Wine George Perry, The Good Wine Guru Kim Johnson, D Vine Wine Time Kellie Stargaard, Wine Chicks Guide Carolyn Blakeslee, Frugal Wine Snob Rebecca Arnn, Examiner.com Tim Lemke, Cheap Wine Ratings Jan Walsh, Freelance Cheryl Bringuez, Grape Deals Cori Solomon, Examiner.com Elizabeth Smith, Travel Wine Chick LIFESTYLE WEB Kaye Cloutman, GEV Magazine Sharelle Lowery, Classy Black Girls Jasmine Risso, Simply Real Moms Christina Strickland, Detroit Mommies Meagan Paullin, Sunshine & Sippy Cups Jessica Ballard, Savvy Southern Parent Jamie Reeves, Blonde Mom Blog Jason Sasaki, Sasaki Time Jen Andrade, The Mom Reviews Julie Cohn, A Little Bite of Life Kristin Barclay, In Deep H20 Leslie Mayorga, Leslie Loves Veggies Lynsey Jones, Moscato Mom Mallery Schuplin, Horrible Housewife Paula Krueger, Frosted Fingers Shelley Oz, Slightly Off Kilter Tammy Berbells, Tammys 2 Cents Zippy Sandler, Champagne Living TRADE CONTACTS Philippe Tosques, GM at Napa Rose Jan Walsh, Gulf Coast Restaurants Jonathon Alsop, Boston Wine School Jane Garvey, Atlanta Wine School 18. Facebook Post Examples Ticket Sales from Boosted Posts 19. ZAP Twitter Original Problem low engagement & wrong followers Eliminated of Twitter Followers Slowly built back Follower base through 1-on-1 outreach 20. ZAP Twitter Strategy Organically grow the fan base Increase overall engagement Highlight ZAP Producer Members Tweet & RT Zinfandel media coverage/reviews Sell events Build the right audience for ZAP Media Influencers Lovers of Zinfandel 21. ZAP Twitter Media RT Examples 22. ZAP Twitter Member Examples 23. ZAP Twitter Member RT Examples 24. ZAP Twitter Member RT Examples 25. ZAP Twitter Sales Examples 26. ZAP Twitter Sales Examples 27. ZAP Twitter Sales Examples 28. The Future is Bright 29. Combined public relations and social media accomplishments of the past year have provided a firm foundation to further advance public knowledge of and appreciation for American Zinfandel and its unique place in our culture and history. Building the Future 30. Shifting to a primary, ongoing, strategy of public relations and social media engagement allows ZAP to cost effectively increase awareness and appreciation of Zinfandel and its members. Building the Future 31. Building Success The 2014-2015 program builds on the success of our current PR and word of mouth campaign and will emphasize both core and opportunistic PR elements for increasing awareness and engagement. 32. Public Relations Meets Word of Mouth Wine, Spirits, Food and Lifestyle www.elementalmeme.com