2. Table of
Contents
• HELM Content Playbook
Content Themes
Introduction to HELM Personas
The HELM Content Ecosystem
Sample Feb. 2016 Content Calendar
• Closing the Loop: From Awareness to
Purchase
Retail Activations
HELM’s Upcoming NY MFW Event
• Media Connections Plan
2
4. Content
ThemesHELM represents the intersection of
style and substance. We’ve identified
five main themes that resonate with
those two ideas. All content
generated by HELM should be
traceable to the following five themes
in some way. One bit of content may
only connect to one theme or it may
touch on several.
4
6. Fashion
Content Examples:
• “Pairing HELM Boots with the Right Jeans”
• “Fashion Designer John/Jane Doe Curates Looks
from HELM”
• “HELM Team’s Favorite Item of Clothes”
• “East Austin Style Guide”
• “Complete the Look” Instagram Follower Content
• NYC MFW Posts
6
Music
• HELM music sessions
• Interviews with musicians
• Music festival photos
• A Day in the Life of {Musician and/or Band}
Content Examples:
7. Art + Design
Content Examples:
• Think pieces on the confluence of art and fashion
• The artists that inspire HELM designers
• Interviews with prominent artists/designers
• Installations sponsored by HELM
7
Story
• Customer Stories (user-generated)
• Boots start-to-finish
• Profiles on prominent HELM influencers
• Day-in-the-Life posts and essays (photo and
copy)
• Who is [insert boot name here]?
• HELM Journey videos
Content Examples:
8. Craft
Content Examples:
• How It’s Made (Leather-to-Wearer)
• City-Guide (food, fashion, drinks, music)
• Architecture think-pieces
• Profiles on craftspeople (e.g. people in Maine
factory, boot designers, etc.)
8
9. HELM
Buyer
Personas
Even though HELM consumers come in all
shapes and sizes, the following exemplify
three of the most important customer types.
Keep the following personae in mind when
crafting content.
9
10. The Architect
Architects are creative, technical
and value things that last a long time
and look good lucrative. They
embody the nexus of quality and
aesthetics. They buy HELM because
the boots represent quality, craft,
permanence and aesthetic beauty.
Attributes:
• 40s-50s
• Disposable Income
• Equally value form and
function
• Values permanence and
quality
• Established
• Social media may be too
ephemeral for the Architect,
but still uses it
Content Types:
• Long-form
• Think pieces
• Interviews with thought-
leaders
• Magazine-style
journalism/editorial
Mindset:
• Discerning
• Patient
• Conceptual
• Contemplative
Content Examples:
• Long-form
interviews/profiles with
individuals who epitomize
“HELMLife” (e.g. artists,
designers)
• Photo Essays on
confluence of art,
architecture and fashionResonating Themes: 10
11. The HELMdad
“HELMdad”originates from a Vogue
article about fashionable Brooklyn
dads sporting HELM boots. The
HELMdad knows fashion, music and
art, but also the responsibilities of
being a father-- but doesn’t want to
be the Dockers-and-golf-shirt kind of
dad.
Attributes:
• Mid-30s to mid-40s, Gen
Xer
• Some disposable income
• Media savvy
• Facebook and Instagram
user
• Lives in culturally relevant
urban centers (e.g. NYC,
Austin, Chicago, Portland,
etc.)
• Can’t wait to take kid to first
show
Content Types:
• Instructional/How-tos
• Profiles on Tastemaker
• Shorter-form interviews,
articles
Mindset:
• Flexible
• Responsible
• Yearning
• Cautious, but not too much
Content Examples:
• Placement in pieces by
outlets like Vogue, GQ,
Esquire, Uncrate, etc.
• City-Guides (e.g. “Living the
HELMLife in Portland”)
• How-Tos (e.g. “How to Be a
HELMdad,” “How to Raise a
HELMkid” “Taking Your Kid
to Their First Concert,” etc.)
Resonating Themes:
11
12. The Tastemaker
The youngest persona. The
“Tastemaker” looks at brands (and the
associated lifestyles) like HELM as
something to aspire to. They are more
concerned with “now” than both
HELMdad or The Architect. But they
are the pace-setters when it comes to
art and style.
Attributes:
• Gen Y, Millennial, late 20s-
early 30s
• Musicians, artists, graphic
designers
• Ensconced in pop culture
Content Types:
• Videos
• Music
• Listicles
• Heavy Social (Instagram
especially)
Mindset:
• Adventurous
• Restless
• Open-minded
• Curious
• Aspirational
Content Examples:
• Music session videos
• Pop-Culture Reviews
• Outfit curation/creation
• “10 [insert superlative] xyz”
listicles
Resonating Themes:
12
13. Intersection of Theme
and Persona
Any given piece of content represents an intersection of the above themes and
personas. It’s at these intersections that we find HELM’s influencers. The following
chart represents an example of content with its intersecting personas and themes.
Theme(s) Persona(s)Sample Content Title
• Interview with Prominent
Artist/Designer
• City Fashion Guide: Austin
• Music Performance Video on
HELMLife Blog
• Video Showing A HELM boot
being made from leather to
wearer
13
14. Content
Ecosystem
There are three main channels for HELM
content: social, site/blog and paid/sponsored.
Each is suited to specific types of content and
reaching different HELM personae. The
following is a more detailed break-down of
each channel along with best-practices and
which personae each is suited to.
14
15. Best Uses Best Practices
Telling stories through images
(also currently HELM’s most
effective social channel)
• Showing not telling
• Cultivating a brand “voice”
• Demonstrating breadth of HELM’s
creativity
• If you wouldn’t “like” the photo,
don’t post it
• Stay away from images with lots
of text
• Like Twitter—use hashtags and
@tagging strategically
15
16. Possible HELM
Instagram Content
User-Generated Content
• Complete the Look: HELM picks a pair of boots
(with appropriate link to web-store) and asks
followers to pair outfits with them and submit with
#HELMLook
• #LivingHELM: Followers submit photos of them
living the “HELM Life”
• User with most likes for either get a profile on the
HELMLife blog or elsewhere in the content
ecosystem
Storyfied Content
• A Day in the #HELMLife: A
person who epitomizes the “HELM
Life” documents their day via
Instagram
• #Start to Finish: Documenting
the construction of a pair of boots
from leather to wearer
• #HELMTrip: HELM does a lot of
traveling, so document the journey
16
17. ACTIVITY SAMPLE DETAIL RESPONSIBLE TIMELINE
1. “LivingHELM” User-
Generated Content
(Lead-Up) Instagram Contest HELM Social Team 2 weeks
before
2. Social Media Posts (Lead-Up) Tease on Facebook, Twitter and
Instagram for approx. a week about the contest
(including pic of boots)
HELM Social Team 1 week
before
3. Email to HELM email list (Lead-Up) Announce to email list HELM Social Team 1 week
before
4. Announce on HELM
site/HELMLife Blog
(Lead-Up) Slider Image on HELM site links to article
on HELMLife blog
HELM Web Team 1 week
before
5. Final Reminder on All
Channels
(Lead-Up) Reminder posts on social channels HELM Social Team 1 day
before
6. Contest Begins on
Instagram
In caption include #HELM[insert boot], #HELMLook,
rules and link to appropriate store page
HELM Social Team 1 week
duration
7. Contest Ends After one week, direct message person with most
likes to let them know, schedule interview for profile
piece
HELM Social and
Creative Team
1 day
8. Contest winner interviewed
and/or photographed
Learn their story and how they live the HELM Life HELM Creative Team Within 1
week of
contest end
9. Social Posts Prior to
Publishing
Contest winner’s profile write-up teased on Social
Media
HELM Social Team Within 1
week of
contest end
10. HELM site/HELMLife blog Slider Image on HELM site links to teaser article on
HELMLife blog
HELM Web Team Within 1
week of
contest end
11. HELMLife Blog Profile posted on HELMLife Blog HELM Web and Creative
Team
Within 1.5
weeks of
contest end
Instagram
Stories and
the Content
Ecosystem
To the right is an example of
how to create buzz for an
Instagram feature throughout
the content ecosystem.
Regardless of the original
story, the mechanics are
fairly straight-forward, as the
chart on the following slide
will show.
Major
Theme(s):
Persona(s) Affected:
17
18. 1) Insta contest
”story”
2) Social
3) Email
List
4) HELM
Life
Instagram
Twitter
5) All-
Channel
Reminder
(6-7)
Contest
(9-10) All-
Channel
Announcement
11) Winner
Profile on
HELMLife Blog
2 Weeks
Prior
1Week Prior 1 Day Prior 1 week
duration
Within 1
week of
contest end
8) Interview
Winner for
profile
Instagram Stories and the Content Ecosystem: Flowchart
Facebook
12) Re-enters
Social Cycle
Time
18
19. Best Uses Best Practices
The most versatile
social platform
• Posting videos (no length restriction
like Instagram)
• Creating event invites
• Keeping followers informed
• Sharing content from
people/brands/outlets HELM likes (to
expand post reach)
• Posting deals/sales/etc.
• FB has a much more versatile
video platform than other
channels
• Keep captions short
• Tag whenever
possible/appropriate
• Post once a day at least, twice
at most
• FB is the place to post
deals/sales etc. 19
20. Best Uses Best Practices
Good for interacting directly
with fans/consumers
• Immediate responses to questions,
comments, etc.
• Talking directly to public
• Piggy-backing on viral content
• Having conversations
• Hashtag and @tag as much as possible
• For Twitter to be an effective tool, it needs
to be monitored and tweets curated very
closely
• Post frequently, and quickly
• If an article comes out mentioning HELM,
retweet the story and thank author and
outlet as quickly as possible with
appropriate hashtags and usernames 20
21. ACTIVITY SAMPLE DETAIL RESPONSIBLE TIMELINE
1. HELM mentioned in
media
Found on web N/A
2. Thank you via Twitter Retweet/Share article and thank the outlet and
(if applicable, the author) with appropriate
@usernames
HELM Social Team Day article
published
3. Share article on
Facebook
Share article on Facebook with a short
caption, and make sure to tag/thank outlet’s
page
HELM Social Team Day article
published
4. HELMLife Blog Short article inspired by the article (e.g. after
recent Vogue article about Brooklyn dads, post
one about hip Austin dads). Always mention
the original article.
HELM Creative Team Within 2-3
days
published
article
5. Social Channels Share HELM-written blog post, and mention
the original article (tag once again) that
inspired it.
HELM Social Team Within 2-3
days of
published
article
The Importance
of Interaction
Something simple as
thanking a media outlet
can lead to significant
content opportunities. The
steps on the right
describe how one tweet
can create a cycle of
content throughout
HELM’s ecosystem.
1) Mention
Found
Social
2) Twitter
3) Facebook
4) Blog Post
5) Re-enter
Social Cycle
21
23. Best Uses Best Practices
HELM website and web-store
are the hub for the content
ecosystem
• Serves as the end of the line for the
customer decision journey (see next
section)
• Continuation of content found
elsewhere in the content ecosystem
(e.g. In an interview on the HELMLife
blog, visitors should see a banner
image on the homepage, and a profile
• Keep homepage and store clean, simple
and readable
• Ensure that it’s about the people who wear
HELM and their journeys
23
24. Best Uses Best Practices
A digital arts/lifestyle publication that
lets people see what living the
“HELMLife” is all about
• Puts HELM into context for potential
customers—demonstrating how HELM is
more than just boots—it’s a way of life
• Place for interviews, profiles, videos and
other creative content
• Establishing aspirational ideal for potential
HELM customers
• Can target all HELM personae with a wide-
range of creative content.
• More about selling the “HELM Life”
• HELMLife and helmboots.com connected but
separate
• Any links, etc. back to helmboots.com should
be subtle--think of HELMLife as an online
magazine rather than an online catalog
• Share HELMLife content throughout content
ecosystem
24
25. Example Content
Calendar
February 2016
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29
NYC Men’s Fashion Week Event
Valentine’s Day
Leap Day
Week One
Week Two
Week Three
Week Four
Week Five
Mardi Gras
• Social
• Web
Oscars
25
26. Example Content
Calendar
February 2016
Week One (Feb. 1 – 6)
Major Events: NYC
Men’s Fashion Week
Event (Feb. 2 – 4)
Social Content
Date Item Platform(s) Theme(s) Persona(s) Hashtag(s)
Feb. 1 Tease Fashion Week Trip All #HELMMensFashionWeek
Feb. 1 - 4 Document Trip to NYC Instagram, Twitter #HELMnyc,
#HELMMensFashionWeek
Feb. 2 - 4 Live Tweet NYC Fashion Week
Event #HELMFashionWeek
Twitter #HELMMensFashionWeek
Feb. 2 - 4 Photos from Event Instagram #HELMMensFashionWeek
Feb. 4 Periscope Musical
Performances
Twitter, Periscope #HELMMensFashionWeek,
#HELMmusic
Feb. 2 - 4 Street Fashion Instagram #HELMnyc
Feb. 2-4 Architecture Shots (with some
historical info in caption)
Instagram #HELMdesign, #HELMcraft,
#HELMarchitecture
Feb. 4 GoPro footage from Bike
Messenger
Instagram,
Facebook
#HELMdelivers,
#HELMMensFashionWeek
Feb. 6 Supercut of Footage from
Event
Facebook
Feb. 6 Photo gallery of images from
Event
Facebook
THEMES
PERSONAS
The Tastemaker
Music
Art/Design
Story
Craft
The Architect
Fashion
HELMdad
26
27. Example Content
Calendar
February 2016
Week One cont. (Feb. 1 – 6)
Major Events: NYC
Men’s Fashion Week
Event (Feb. 2 – 4)
Site/Blog Content
Date Item Platform(s) Theme(s) Persona(s)
Feb. 1 Intro to NYC Men’s Fashion Week
Event (the who, what, when, where,
etc.)
HELMLife Blog
Feb. 2 ”Favorite Clothing Item” listicle from
members of participating brands
HELMLife Blog
Feb. 2 Architectural Walk through Chelsea
photo essay (to highlight event
location)
HELMLife Blog
Feb. 2 Brand Guide for NYC Men’s Fashion
Week Event
HELMLife Blog
Feb. 2 Day One Event Photos HELMLife Blog
Feb. 3 New York Stories (short taped stories
from HELM team talking about
favorite NYC memory)
HELMLife Blog
Feb. 3 Day Two Event Photos HELMLifeBlog
Feb. 3 GoPro Video showing Boots door to
door
HELMLife Blog
Feb. 4 Live Stream Music performances HELMLife Blog
Feb. 4 Day Three Event Photos HELMLife Blog
Feb. 5 Joshua Wrap-Up Musings from Event HELMLife Blog
THEMES
PERSONAS
The Tastemaker
Music
Art/Design
Story
Craft
The Architect
Fashion
HELMdad
27
28. Example Content
Calendar
February 2016
Week Two (Feb. 7-13)
Major Events: Mardi
Gras
Social
Site/Blog
Date Item Platform Theme(s) Persona(s) Hashtag(s)
Feb. 7 Tease “HELM Journey” Video
Series (recorded from Event)
All #HELMJourney
Feb. 10 First “Journey” video Facebook,
Instagram
#HELMJourney
Feb. 13 ”HELM Care” Boot Care video
series (“How to Shine Your
HELM Boots for Valentine’s Day
Date”)
Facebook,
Instagram
#HELMCare
Date Item Platform Theme(s) Persona(s)
Feb. 7 Blog Post explaining “HELM
Journey” video series
HELMLife Blog
Feb. 9 The Allure of New Orleans essay
(architecture, style, etc.) Mardi
Gras
HELMLife
Feb. 10 First ”HELM Journey” video HELMLife
Feb. 13 ”HELM Care” Boot Care video
series (“How to Shine Your HELM
Boots for Valentine’s Day Date”)
More detailed video/write-up
HELMLife
THEMES
PERSONAS
The Tastemaker
Music
Art/Design
Story
Craft
The Architect
Fashion
HELMdad
28
29. Example Content
Calendar
February 2016
Week Three (Feb. 14-20)
Major Events:
Valentine’s Day Social
Site/Blog
THEMES
PERSONAS
The Tastemaker
Music
Art/Design
Story
Craft
The Architect
Fashion
HELMdad
Date Item Platform Theme(s) Persona(s) Hashtag(s)
Feb. 14 Picture of couple (man/woman,
man/man, woman/woman in
Boots) Valentine’s Day posts
Instagram #HELMLove
Feb. 17 Second “HELM Journey” Video Instagram,
Facebook
#HELMJourney
Date Item Platform Theme(s) Persona(s)
Feb. 14 East Austin Cocktail Guide
(Valentine’s Day Listicle)
HELMLife
Feb. 14 “Dressing Up or Dressing Down”
Looking good on Valentine’s Day
HELMLife
Feb. 17 Second “HELM Journey” Video HELMLife
29
30. Example Content
Calendar
February 2016
Week Four (Feb. 21-27)
Major Events:
Social
Site/Blog
THEMES
PERSONAS
The Tastemaker
Music
Art/Design
Story
Craft
The Architect
Fashion
HELMdad
Date Item Platform Theme(s) Persona(s) Hashtag(s)
Feb. 22 “Living HELM” Instagram
Contest (see Instagram slides)
All #LivingHELM
Feb. 24 “HELM Journey” Video Instagram,
Facebook
#HELMJourney
Date Item Platform Theme(s) Persona(s)
Feb. 22 “Living HELM” Instagram Contest
Description (see Instagram slides)
HELMLife
Feb. 24 “HELM Journey” Video HELMLife
Feb. 26 Eternally Cool – Classic Hollywood
Style (Oscar tie-in)
HELMLife
30
31. Example Content
Calendar
February 2016
Week One (Feb 28-29)
Major Events: Academy
Awards, Leap Day
Social
Site/Blog
Date Item Platform Theme(s) Persona(s) Hashtag(s)
Feb. 29 “Living HELM”
Instagram
Contest Ends (see
Instagram slides)
All #LivingHELM
Date Item Platform Theme(s) Persona(s)
Feb. 28 ”The Look of Old Hollywood”
musing on Los Angeles art-deco
design/architecture (Oscar tie-in)
HELMLife
THEMES
PERSONAS
The Tastemaker
Music
Art/Design
Story
Craft
The Architect
Fashion
HELMdad
31
33. SHOWROOM
DISPLAYS
Playing into the the retail trend of
showrooming, (shopper looking at
brick-and-mortar but purchasing
online). Craft high-end, semi-
permanent, co-merch displays at
unexpected retail locations.
Identify where our target is, (where
they are in a mind-frame of fashion
/ beauty / image), and create
disruptive, scalable displays. Then
using technology (i.e. touch
screens, beacons, signage) drive
shoppers to purchase at the e-
comm site.
Partner with Finley’s Barber shop and place
co-merch displays in lobby. Create lifestyle
solution displays using Helm and Finley
products.
PRE-SHOP > SHOP > POST-SHOP
33
34. HOW IT
WORKS1. Create partnerships with retailers
Guidelines:
• Multiple locations in key markets
• Have a “small batch” feel and
complimentary aesthetic
• Carry products that can be featured on
display that tell a Helm Lifestyle story
• Offer “front of store” space
2. Craft Displays
Guidelines:
• Design a scalable display so it can adjust
to the different retail spaces / investment
levels
• Design should feel hand-crafted to play
into the Helm story
• Allow space to co-merch retailers product
PRE-SHOP > SHOP > POST-SHOP
3. Create meaningful / seamless shopping
experience
Guidelines:
• Add in virtual shopping layer through
screens, beacons, or signage that pushes
to e-comm site or allows shoppers to
virtually try products
• Incent purchase with special price promo
available through code found on the
screen / sign
4. Measure and Optimize
Guidelines:
• Use sell through rate / visits to e-comm to
determine if products need to be update
or if a new retail location should be found
34
35. LIMITED
RUN SALE
Helm boots aren’t for everyone and
that’s by design. Each boot is
thought through, labored over, and
made for those who truly
appreciate it.
We are interested in getting our
product to those who crave style
and substance. To tap into this
core, Helm will offer up a limited-
run style of boot and when it’s
gone, it’s gone.
PRE-SHOP > SHOP > POST-SHOP
Offer a limited-run (or a pre-sale) on Helm’s
Facebook Page. The entire purchase can
be done without leaving FB.
35
36. HOW IT
WORKS1. Create limited-edition boot
Guidelines:
• The boot should feel / look slightly
different. Should be some special that no
other boot features (i.e. graphic on
tongue, special sole color, etc.)
2. Build FB e-comm section with content
Guidelines:
• Create the e-comm section within the
Helm FB page
• Build content that can be displayed on the
page so consumers feel like they have all
the information to make the purchase (i.e.
360 video of the boot, measurements, fit
suggestions, etc.)
3. Create a sense of urgency
Guidelines:
• Treat the sale like an event. Create buzz with
paid media and increase frequency of
sponsored FB posts as date gets closer
• Tease the boot (don’t reveal the entire design
until the day of the sale)
4. Promote the purchase
Guidelines:
• After the purchase is completed and shopper
information is collected, send the buyer an
email with additional Helm content and
encourage them to share their recent,
exclusive purchase
• Include a promotional insert in the package
for an offer or Helm content to incent repeat
purchase / to consumer more Helm Life
PRE-SHOP > SHOP > POST-SHOP
36
37. REGISTER
YOUR BOOT
Helm boots are not a light
purchase, not because of the price
tag, but because of the
craftsmanship that went into them
and the story behind them.
Buying Helm boots isn’t about
getting something to walk around
in, it’s about buying into a lifestyle,
a way of thinking.
And like all worthy lifestyle
purchases they come with so much
more than what was first expected.
Using a unique code found on a hang-tag
attached to the boot. Go to the website
and register to access exclusive content.
PRE-SHOP > SHOP > POST-SHOP
37
38. HOW IT
WORKS1. Create a registration / members area of
the website
Guidelines:
• Should be at the top navigation so it can
be easily seen by those who have
purchase and those who are considering
to build intrigue
2. Code and tag each boot
Guidelines:
• Create a unique code for each boot
• Craft the tag that hangs from the laces
• Tag should be simple with just a call-to-
action to go to the website and register
3. Build exclusive lifestyle content
Guidelines:
• Create a library of exclusive content (photos,
videos, etc.), only given to those who have
registered
• Reward the original purchase and
registration with exclusive offers to incent
repeat purchase
4. Engage and learn about the core
consumer
Guidelines:
• Within the exclusive content allow
consumers to tell us more about themselves.
Use the data to craft relevant content, drive
design, and retail decisions. Use the
opportunity to tap into your loyalists to turn
them into your best advocates.
PRE-SHOP > SHOP > POST-SHOP
38
39. BEYOND
THE BOX
The customer’s journey doesn’t
end with the purchase of boots.
Instead, we like to think of it as a
first step into the Helm family.
We are going to take advantage of
our product literally being in
consumer’s hands and offer them
up more than a pair of boots. So
when you open a Helm box, you
discover something more.
Print lifestyle tips / reviews (on the box,
tissue paper, shoe inserts) that drive to
Helm Life’s assets for additional content.
PRE-SHOP > SHOP > POST-SHOP
39
40. HOW IT
WORKS1. Create designs that jump out from
the box
Guidelines:
• This shouldn’t be subtle. The design in
the box or on the tissue paper should
grab and surprise the buyer
• The design should clearly lead the
buyer to access, follow, like, share
Helm’s content
• It should give an intriguing taste of
what is in store (cannot be a quote or
tip that they’ve seen before
• There should be multiple designs so
that each boot purchase feels unique
2. Build lifestyle content
Guideline:
• Continually push out Helm lifestyle content
and encourage those you made the
purchase to join in the conversation
PRE-SHOP > SHOP > POST-SHOP
40
42. THE
JOURNEY
The Helm influencer makes decisions
because they are the right choices for
him; not because it’s what you are
supposed to buy or because it has the
trendy label. But this confidence, this
attitude didn’t come over night, it was a
long road, shaped by countless
experiences.
We’re going to let the influencers speak
for the brand, because telling their story,
is telling the Helm Story. We’re going to
create video stories that can be shared
throughout the Helm Life assets to
inspire shopper’s when they are at the
consideration point in their journey.
Create a small set and invite influencers at
the NYC Event to sit down with a glass of
perfectly, poured bourbon and tell their story.
PRE-SHOP > SHOP > POST-SHOP
42
43. HOW IT WORKS:
1. Create set at NYC Event
Guidelines:
• Carve out a corner and build an
atmosphere in the style of Helm
• Have a single, straight on camera, to
avoid feeling overly produced
2. Craft “script”
Guidelines:
• Create a series of thought provoking
questions that can be handed to
participates to get the story rolling
• Differ the set of questions to hit on a
variety of topics so the content feels like a
series and avoids becoming stale
PRE-SHOP > SHOP > POST-SHOP
3. Identify Influencers
Guidelines:
• Using our persona, create a easy one-
notecard guide on how to identify our
influencer
• Have 2-3 people, armed with the
notecard, walking the event to invite those
qualified to sit down and record their story
4. Share
Guidelines:
• Distribute the videos via Helm’s assets
(social media, website, blog, etc.)
• Use the videos to extend the event
beyond the 3-days, and to inspire Helm-
enthusiasts to share back their story.
43
44. OUT FOR
DELIVERY
The excitement of buying new
boots gets put on hold until you get
them home, take off your old boots,
and slip on your new purchase. But
what if we took out that pause?
What if the excitement didn’t have
to wait until you get home?
We are going to take you from
purchasing to wearing in a matter
of seconds.
Buy a pair of Helm boots at our NYC
Event and we’ll bike messenger your
old shoes back to your apt. / hotel.
PRE-SHOP > SHOP > POST-SHOP
44
45. HOW IT
WORKS1. Hire a bike messenger service for the
next morning
Guidelines:
• Should be able to deliver all the boots by
9am the next morning before everyone
leaves for work
2. Purchase and collect information
Guidelines:
• After the purchase is made. Shoppers
can slip their current shoes into the boot
box to be delivered
• Collect the shopper’s delivery information
but also use the opportunity to collect
emails and relevant data
3. Fill the boot box
Guidelines:
• Add in an extra surprise for shoppers.
Place in special offers from Helm, inserts
that drive to Helm Life’s assets, and any
sample products / additional offers from
event partners
4. Document and share
Guidelines:
• Stick a go-pro on a bike messenger and
share out their experience
• Reward those who share out the
experience with more content or special
offers
PRE-SHOP > SHOP > POST-SHOP
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46. ADD’L PAID MEDIA
ACTIVATION
1. Out of Home – Hit the streets of NYC
during fashion week with event
promotion. The Messenger Idea could
be part of this, but there could be come
pre-event ideas as well
2. Social Content Amplification –
Promote content and press coming from
event within social and use paid dollars
to amplify beyond followers. Content
flowing from The Journey could post and
run here
3. Partner Coverage Sponsorships –
Leverage partnerships with key media
partners who are creating content
around Men’s Fashion Week to promote
event and Helm brand
46
48. MEDIA
CONNECTIONS
PLAN
1. Immediate Opportunity: Search, PLAs,
Retargeting (GDN, AdRoll), Social selling
2. Event Activation: Out of Home, Social
Content Amplification, Partner Coverage
Sponsorships
3. Longer Term Activities: Influencer
Activities, Editorial Content Sponsorship
and Amplification, Native,
48
49. IMMEDIATE
OPPORTUNITIES
1. Google Merchant Center (PLAs) – in
the process of setting up MC and
verifying helmboots.com and Shopify
store
2. Google Paid Search – keyword
research and paid ads to drive traffic into
helmboots.com. Limited Time Offers,
Display Showroom Launches, Event
Promotion all fit here
3. Retargeting – Keep searchers coming
back for more by serving Helm brand
ads to those who have visited the site.
4. Social Selling – Facebook ads to
promote Helm products to Followers and
look-alikes. Limited Time Offers, Display
Showroom Launches, Event Promotion
also fit here 49
50. Paid Media - Q1 Media Mix (2/1 – 3/31)
Tactic Partner Budget Needed To Get
Going
Paid Search $2,000 ($1k/mth)
nFusion can launch with
approval on keywords and
ads from Helm
Product Listing Ads $4,000 ($2k/mth)
Site Verification; Feed;
Image Library
Retargeting $1k ($500/mth) Banner assets; Page tagging
Social Selling $4,000 ($2k/mth)
nFusion can launch with
approval ads, images and
targeting from Helm
Retargeting /
Prospecting
$15,000 ($5k/mth)
minimum
Negotiation with vendor
around minimum; banner
assets; page tagging
50
51. LONGER-TERM
ACTIVITIES
1. Influencer Activities – utilize
partnerships with IZEA or the like to find
appropriate blogger/influencers and
activate those relationships
2. Editorial Content Sponsorship and
Amplification - Leverage partnerships
with key media partners who fit our
target to find intelligent and stimulating
new content channels and types to
reach audience
3. Native – test native content placement
to amplify the engagement with Helm-
developed content pieces as well as
content coming out of media
relationships like the above
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