1. 2014 Marketing
Strategy

2. Contents
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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

3. Background

4. Current
Status
In 2013 marketing efforts, BucketFeet:
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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

5. Overview
In 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

6. 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

7. 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.
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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
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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.
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Loyalty
Initiate a targeted social loyalty program that
rewards consumers with exclusive content
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Sales
Conversion
Email
Subscribers
Attributable $$
Earned
LTV of Acquired
Consumer
Engagements
per Acquired

8. Opportunit
Authentic Storytelling
y
Celebrity x Tastemaker
Artist Collaboration
Promotions & Stunts

9. Marketing
Ecosystem
Social Ads
Social Partnerships
Blogger Partnerships
Re-Targeting
Affiliate Referral
Programming
Event Participation x
Sponsorship
Street Snipes x OOH
Live Art Installations
PR
Partnerships
Artist Collaborations
Artist Affiliate Programs
Influencer Seeding
Influencer x Tastemaker
Partnerships
Social Media
E-Commerce / Blog
Experiential
Loyalty/CRM Program
Pop-Up
E-Communication
Artist Community
Promotions x Contests

10. Strategy

11. Overview
The elevator pitch approach in 2014 is:
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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

12. 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.

13. BRAND
PHILOSOPHY
EVOLVED
DISCOVERY
DISTINCT
GLOBAL
EQUITY
EXPANDING
ARTIST
NETWORK
OWNABLE
RETAIL
ACTIVATIONS
WE BELIEVE ART IS FOR EVERYONE // BRAND STORYTELLING
ARTIST NETWORK AND COMMUNITY
PARTNER MARKETING
E-COMMERCE x E-COMMUNICATIONS
SOCIAL MEDIA x WORD OF MOUTH x DIGITAL MARKETING
SEO x SEM
PR x INFLUENCER
EXPERIENTIAL
LOYALTY & CRM
ONGOING OPTIMIZATION EFFORTS

14. Key Mktg
Functions
FUNCTION
DESCRIPTION
KEY PROGRAMMING
Channel
Support of key retailers in
identified top markets.
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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.
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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.
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Retargeting Campaigns
SEO/SEM
Banner Ads
Affiliate Programming
Blog Content Syndication
Digital Partnerships
Influencer Partnerships
Integrated Promotions (.com,
email, social, influencer)

15. Key Mktg
Functions II
FUNCTION
DESCRIPTION
KEY PROGRAMMING
Email
Communicati
ons
Connecting with consumers via
targeted, segmented email
campaigns that drive
transactions, awareness and
consumer engagement (at once
and separately).
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Artist
Community
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Segmented Email
Campaigns
Conversion Tracking and
Cohort Identification
Collaborative List Building
with Identified Partners
Revamping the Artist Network to • Development of BF Artist
Network Platform
provide a more turnkey
• Rebranding of “Artist
experience for active and
Network”
inactive BF artists.
• 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.
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Collaborative Product
“Collections”
Co-Marketing Promotional
Activation Campaigns
Tracking and Case Study
Analysis of Partnership
Campaigns

16. Key Mktg
Functions III
FUNCTION
DESCRIPTION
Brand
Storytelling
Curate and tell the best stories • Revamp and re-launch of the
BF brand voice
of the BF brand through
• Creation of more custom
integrated, contextual
images, video and visual
storytelling across all marketing
content
channels.
Experiential
Create impactful pop-up and
experiential moments during
key sales windows and product
launch moments in top
markets.
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Activation of targeted influencer
programming, co-branded
promotions and PR outreach
yielding an increase in brand
share of voice, engagements
and impressions.
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PR &
Influencer
KEY PROGRAMMING
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Strategic deployment of pop-up
shops
Street Snipes
Stunt Activations (SXSW, Lolla,
etc)
Targeted PR seeding
Influencer Activation
Celebrity Seeding
Influencer Promotional
Partnerships (giveaways,
contests, content generation)

17. Function Prioritization
PR & Influencer
Loyalty &CRM
Digital
Media
E-Comms &
Commerce
Artist
Community
Channel
Social
Media
Brand Story
Partnerships
Experiential

18. How We
Win
Activate
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
• Craft meaningful programs that excite store associates and channel partners
Create
Targeted • Clearly communicate BucketFeet brand story in an ownable, memorable way
Demand
Scale
Social
Efforts
Distinct
Brand
Story
Partner
Up
• 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
• 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 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

19. Strategy: Social x Digital
Primary Objectives Served: Engagement, Loyalty, Demand

20. Social Media:
Systematize and scale Overview efforts
social media
across all top channels, better telling the BF
story through a modified, optimized brand
voice and corresponding visual.
Key immediate action items include:
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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

21. CHANNEL
OBJECTIVE/
S
PARAMETERS
FOCUS
Facebook
Acquisition/CRM
Awareness
Engagement
Storytelling
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1x per day
Promote post 3x per
week
Monthly Promo
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Brand DNA – refined content
Promotions/Contests
Inspirational Posts
Artist Elevation
Channel / Sales Support
Engagement
Artist Interaction
Storytelling
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2x per day
Hashtag library
development (trending,
original)
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Separate accounts and launch
new HQ/Artists accounts
Elevate artist curatorial POV
Drive conversion, engagement
Customer Service
Engagement
Artist Interaction
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2x per day planned
Hashtag library
Real-time / ad-hoc
response
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Demand
Engagement
Storytelling
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20-25 pins per week
Link pins back to
website/commerce
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Instagram
Twitter
Pinterest
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Tumblr
Engagement
Awareness
Storytelling
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1x per day original, 1x
per day re-blog
Hashtag library
Port over from current
blog
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Customer Response &
Resolution
Artist Interaction & Shout Outs
Curation & Sharing of Interesting
Content
Visual Storytelling
Trending Topics Featured
Curate Art
Drive Sales through Commerce
Linkback
Influencer Partnerships
Re-launch as hub for brand blog
Elevate artists
Re-share content from
tastemakers, influencers and
content creators

22. Social Media: Integrated
Promotions
Develop a systematic approach to promotions that
integrates efforts across social channels to build scale
and efficiency, while increasing consumer adoption
and engagement.
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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

23. MONTH
Social Media: Q1 Calendar
(working)
KEY ACTIVATIONS
Januar
y
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Februar
y
• #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
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

24. MONTH
Social Media: Q2 Calendar
(working)
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
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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)

25. Digital
Marketing
With expanded PR, influencer, SEO & SEM
efforts, leverage the ability of digital to scale
marketing efforts across all key objectives
including the following key activations:
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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 retargeting cycle; Utilize SEO/SEM insights to
enhance paid digital offerings
ACTIVATE ARTISTS x PARTNERS: Via expanded

26. 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

27. 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:
AUDIT
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
TEST
RECO
January-February
• Test
recommendatio
n against
benchmark
• Optimize and
categorize
terms that we
can win
with, own
holistically, that
drive sales in
category
w/target
REFINE
RECO
March-Onwards
•
Modify ecommerce 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
EXPAND
RECO
March- Onwards:
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Continue social
audit of
optimizations to
social strategy
that will result in
better social
SEO and search
conversion
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Re-vamp based
upon results todate

28. E-Comm:
Overview
In 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 noncompetitive brands, promotions and incentive
programs for current subscribers. Expand both

29. E-Comm: Driving Immediate
During Q1Impact initiate targeted
and Q2,
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:
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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-

30. Success is:
Social Media x Digital:
Snapshot
E-Comms:
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Better e-communications conversion
rate
•
Comprehensive consumer
segmentation with performance
analysis identified and modeling
complete.
•
Growth of database, exceeding
KPIs.
Social Media:
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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
SEO x SEM:
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Keyword analysis and refined bank
development with corresponding .com
updates
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Improved keyword
conversion, successful roadblocks
against key product / retailer launches
Digital:
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Successful launch and deployment of
affiliate programming
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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

31. Strategy: Website x
Primary Objectives Served: Demand, Engagement
Product

32. Website:
In tandem with the brand voiceOverview
overhaul, launch
of BF artist network and SEM/SEO audit, give the
website a light refresh including:
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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

33. Website: Product
Pages
Expand contextual selling
experience within the product
pages including:
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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

34. Shoes: Packaging
The 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:
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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

35. 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.

36. Strategy:
Primary Objectives Served: Demand, Awareness
Partnerships

37. Partnerships
In 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.
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Creation of collaborative, limited edition product
offering, available exclusively via BF
Co-branded social media promotions, ecommunications 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

38. 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

39. NICHE
SAMPLE POTENTIAL
PARTNERS
Tastemaker /
Influencer
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The Selby
Uncrate // Core 77
Sea of Shoes
Cobrasnake, Rukes, Nicky
Digital, Tyler Shields
Celebrity
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Music: Diplo / Major Lazer,
Macklemore, Jason Mraz,
Steve Aoki
Actor: ? Need one.
Art
•
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1xRUN
MoMA
Community/No
n-Profit
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Rush Foundation
Artlog
Art Production Fund
NonCompetitive
Brand
•
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Uniqlo
American Airlines
Sol Republic
Virgin Airlines / America
(Uniform)
VH1
•
Chicago
•
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Chance the Rapper
FW “Creator” Photoshoot (810)
Lollapalooza
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

40. Partnership
Criteria
Potential partnerships evaluated based upon the
following criteria:
Authenticity
Credibility
Network of Artists
/ Consumers
Unique Brand
Attributes
Reach
Equity 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
Is their consumer
the BF consumer?
Does the BF
consumer aspire
to this
persona/brand?
Is there an
opportunity to
acquire their
audience into
ours?
Audience

41. Strategy: Artist
Primary Objectives Served: Engagement, Demand
Community

42. Artist: Opportunity
Expand 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.

43. Artist: Our
Audience
The 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

44. Artist: The Program –
Overview
Develop 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

45. MODULE
Artist: Key Modules: Active
KEYArtists
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

46. MODULE
Artist: Key Modules: ALL
Artists
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 $$ against qualified
social engagements (i.e., if photo shared on Instagram
tagging BF gets 5K likes – pay $20)
Referral
Code &
Affiliate
• Give each artist a custom referral code for purchasing
on a sliding scale (first 20 # are higher value, then roll
back to baseline discount)
• Give each artist a recruitment link, if another artist joins
and becomes active, give $$ or a credit

47. MODULE
Artist: Key Modules: ALL
Artists II
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”
Reward
Engagement
• 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.
• 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
• Provide mechanism for artists to submit their new art,

48. Artist: Potential Future Artists
MODULE
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
• Revamp submission process and bring it front and

49. Strategy: Channel
Primary Objectives Served: Awareness, Demand

50. Channel: Integrated
Support
Craft 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 highlevel 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

51. Channel: Digital x Social
Toolkit
Maximize 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

52. Channel: In-Store
Develop in-store trainingTraining Nordstrom as
protocol with
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

53. Channel: Virtual Training
Package
Launch 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 mobilefriendly 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

54. Channel: Employee
Come up with Incentives of motivators for
a distinct set
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

55. Strategy: Experiential
Primary Objectives Served: Awareness, Engagement

56. Experiential:
Overview
In 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

57. Experiential:
Snipes
Around 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

58. Experiential: Shoe on
Wire
Capitalize 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

59. Experiential: Boom,
Comfort
Partner 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

60. Experiential: Live
Customization influencers with
Rather than gifting
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

61. Strategy: PR x Influencer
Primary Objectives Served: Awareness, Demand

62. PR: Overview
Activate 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
&
Entrepren
eurialism
Art &
Design
News
Digital
Influencer

63. PR: Key Stories
Without having yet seen the PR strategy, success in
2014 includes the following key stories being told
(manyExplosion into marketplace w/fueled growth, Nordstrom notation
times):
•
Trade
Lifestyle
• Distinct offering within the competitive set – no one else meets need
• Launch of new product offerings w/mid-tops, leather, collaborations
• 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
• 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
Biz & Entre inteviewing/sourcing co-founders

64. PR: Key Stories II
• 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
Art & Design 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
Influencer
• 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

65. Influencer: Sample
Programs
Partner with identified influencers on a variety of
programs that reach BF brand marketing
objectives including:
Social
Capsule
COLLABORATIONS
Media
Collaboration
Promo
PROMOTIONS
UGC
Promotion /
Design
Contest
Content
Program
Seeding
Event or Live
Appearance
TARGETED GIFTING

66. 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.

67. 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.

68. Strategy: CRM //
Primary Objectives Served: Loyalty, Engagement
Loyalty

69. 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.

70. Loyalty: Campus
Ambassador
In Q3 of 2014, in tandem with back-toschool, 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

71. Campus: Ambassador
Experience
Collegiate consumer arrives at
dedicated collegiate landing page
on .com
Top performing ambassadors get
bonus rewards (potential to fly to
SCOPE Miami perhaps?) and are
considered for paid employment for
2014 as official ambassador
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.
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

72. 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.
2.
3.
CONSUMER: Reward our best consumers and
encourage repeat purchase through targeted
incentives
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
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

73. Program: How it
Works
GET TO LIKE /
PURCHASE
Consumer makes a
purchase on BF.com or
LIKES BF on Facebook
KEEP IT FRESH
New KickBacks unlocked
every month based upon
focal
artists, seasonality, etc.
All exclusive “limited
edition” rewards.
EXCLUSIVE ACCESS
Once join, able to access
a portal with available
KickBacks and points
needed to receive them
QUICK
CONVERSION
PROMPT
Upon 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
COMMUNICATION
STARTS
Exclusive content and ecomms sent to KickBacks
members 2x per month with
opportunities to earn points.

74. 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+.

75. Strategy: Branding
Primary Objectives Served: Awareness, Engagement
Campaign

76. 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.

78. 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.

79. ART IS
ART IS
ART IS
ART IS
ART IS
ART IS
ART IS
ART IS
ART IS
ART IS
ART IS
ART 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.

80. The Simple Story
With 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.

81. LIFE
EVERYWHERE
Art Is (you tell
us)
REDEFINED
THE UNEXPECTED
BucketFeet

82. •
Sample Ways it
SOCIAL MEDIA: As aManifests where we
content series
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.

83. KPI Benchmark x
Success Evaluation

84. 110,000
Facebook
Fans
Social x Digital: 2013
Results
25,000
Email
Subscribers
www.bucketfeet.com
15,000
Customer
Accounts
13,000
Twitter
Followers
5,000
Instagram
Followers
800
Current &
Prospective
Artists
13
(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)

85. Social x Digital: 2014 KPI
Benchmark
350,000 LIKES
1,000 avg engagements per
post
100,000 Email
Subscribers
XX % Open Rate
(TBD)
60,000 Customer
Accounts
20% of Traffic via
Social
20,000 Followers
15 average
retweets/replies
50K clicks
20,000 Followers
1,000 avg engagements per
post
10,000 Artists
1,500 Engaged Artists
5,000 Followers
200 Average Repins
250 MM impressions
+5% Share of Voice
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

86. Marketing
Scorecard
In 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:
• Awareness
and Qualified
Impressions
Generated
• Elevation of
brand DNA //
Brand story
# of
Purchases
Gross Profit
and Gross
Profit
Margin
• % of acquired
consumers
within core
target demo
Average
Order Value
Total
Revenue
• Innovation

87. Determining LTV
It 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
Purchases
Per Year
Average
Order
Value
Total
Revenue
Gross
Profit
Margin
Gross
Profit
Search
Marketi
ng
Consum
ers
E-Mail
Consum
ers
Social
Media
Consum
ers
Promoti
onal
Consum
ers
Earned
Media
//Affiliat
e
Consum
ers
PR
Consum
ers
Experie
ntial /
Pop-Up
Consum
ers
Partners
hip
Consum
ers
Price
Conscio
us /
Sale
Consum
ers

88. 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 only
CRITERIA
Best
Custome
rs
Average
Custome
rs
Purchases
Per Year
4
2
Average
Order Value
$136
Total
Revenue
CRITERIA
Best
Custome
rs
Average
Custome
rs
$80
Gross Profit
$54
$16
$544
$160
Acquisition
Cost
$20
$10
Gross Profit
Margin
10%
10%
Net Profit
$34
$6
Gross Profit
$54
$16

89. Process
Through our scorecard dashboard, we will evaluate each initiative realtime, with the following process: each initiative
Evaluate
separately siloed by channel to
garner accurate key learnings
on campaign performance
against core metrics and LTV
Add a dedicated analyst to the
team as it expands to ensure
testing and evaluating and data
authenticity
Use distinct link trackers and
include required conversion ask
for all .com transactions
Initiate consumer surveys at
critical junctures to capture
qualitative and quantitative
feedback on initiative and
experience
Incorporate all digital and social
transactional metrics in a single
dashboard for quick access and
cross-channel accountability
Initiate monthly metrics deepdive with executive leadership
team to evaluate results

90. 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

91. 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 

92. PAID MEDIA
EXPERIENTIAL
SOCIAL PROMO
SEO/SEM x
ECOMMS
BRAND
CAMPAIGN
ARTIST
COMMUNITY
CHANNEL
PR &
INFLUENCER
LEGEND
INFLUENCER
PROMO
NORD PRETRAIN
SS14 PRELAUNCH
BRAND VOICE RE-LAUNCH
SEO/SEM AUDIT
JANUARY
APRIL
SOCIAL PROMO
Timeline: JANAPRIL
INFLUENCER
PROMO
NORDSTROM
LAUNCH
NORDSTROM
SOCIAL PROMO
NORDSTROM
KEY MARKET
SNIPES
SXSW POP-UP
//STUNT
FEBRUARY
C-WONDER
TEASER
INFLUENCER
PROMO
ARTIST
COMMUNITY:
PHASE I
LAUNCH
BRAND STORY
CAMPAIGN
LAUNCH
COACHE
LLA POPUP
NORDSTROM
KEY MARKET
SNIPES
MARCH
SOCIAL ADVERTISEMENTS: FACEBOOK
SOCIAL ADS: INSTAGRAM, TWITTER
SEO/SEM CAMPAIGN ACTIVE // E-COMMS ACTIVE – SCHEDULE TBD
PR & INFLUENCER EVERGREEN OUTREACH

93. PAID MEDIA
EXPERIENTIAL
SOCIAL PROMO
SEO/SEM x
ECOMMS
PARTNERSHIP
BRAND
CAMPAIGN
ARTIST
COMMUNITY
CHANNEL
PR &
INFLUENCER
LEGEND
Timeline: MAYAUG
ARTIST
COMMUNITY:
PHASE II
LAUNCH
WEBSITE
NORD
ASSOCIATE
RE-FRESH
E-COMMS
REFRESH
REFRESH
SOCIAL
PROMO:1XRUN
PARTNERSHIP:
1xRUN
BRAND STORY CAMPAIGN
MAY
FW 15 TEASER
SOCIAL PROMO:
SUMMER
INFLUENCER
PROMO
JUNE
AUGUST
BFEET ARTIST
CONTEST
INFLUENCER
PROMO
LOLLA
POP-UP
CHICAGO
SNIPES
JULY
SOCIAL ADVERTISEMENTS: FACEBOOK
SOCIAL ADS:
SOCIAL ADS:
INSTAGRAM,
INSTAGRAM,
TWITTER
TWITTER
SEO/SEM CAMPAIGN ACTIVE // E-COMMS ACTIVE – SCHEDULE TBD
PR & INFLUENCER EVERGREEN OUTREACH

94. PAID MEDIA
EXPERIENTIAL
SOCIAL PROMO
SEO/SEM x
ECOMMS
PARTNERSHIP
FW 15 FOCAL
SOCIAL
PROMO:BTS
PARTNERSHI
P: TBD
BTS
NORDSTROM
RE-FOCUS
BRAND
CAMPAIGN
ARTIST
COMMUNITY
CHANNEL
PR &
INFLUENCER
BTS
POP-UP
FW 15 FOCAL
ARTIST
COMMUNITY:
PHASE III
LAUNCH
WEBSITE
REFRESH
SEPTEMBER
DECEMBER
LEGEND
Timeline: SEPTDEC
SCOPE PROMO
SOCIAL
PROMO:PREHOLIDAY
INFLUENCER
PROMO
PARTNERSHIP:
TBD
OCTOBER
PARTNERSHIP:
TBD
E-COMMS
REFRESH
INFLUENCER
PROMO
MIA SNIPES //
SCOPE POP-UP
// STUNT
HOLIDAY
HOLIDAY
PROMO
POP-UP
BRAND STORY CAMPAIGN
NOVEMBER
SOCIAL ADVERTISEMENTS: FACEBOOK
SOCIAL ADS:
SOCIAL ADS:
INSTAGRAM, TWITT
INSTAGRAM,
ER
TWITTER
SEO/SEM CAMPAIGN ACTIVE // E-COMMS ACTIVE – SCHEDULE TBD
PR & INFLUENCER EVERGREEN OUTREACH

95. 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