The document outlines a branding campaign proposal for Kitables to position it as a leader in do-it-yourself projects and empower the maker movement. The proposal includes benchmarking other successful branding campaigns, developing a brand strategy and creative campaign in Phase I, and exploring further digital efforts and video in Phase II. Phase I will focus on brand strategy, website, and digital/social execution to make Kitables synonymous with innovative makers and their products. The proposal recommends partnering with HubSpot for digital marketing and producing short informative videos to tell Kitables' story across different platforms.

1. KITABLES
BRANDING CAMPAIGN
JANUARY 29, 2016

2. Contents
o Purpose
o Approach
o Benchmark Campaigns
o Deliverables
o Timing/Critical Path
o Phase II – Next Scope
o HubSpot Digital
o Video
o Next Steps

3. Purpose
Kitables has requested a proposal to develop their Brand and position
it at the leading edge of quality/innovation for “all inclusive do it
yourself projects” and to “empower the maker movement.”
The proposal will outline our approach, benchmarks, the target,
milestones and budget.
The aim of the initiative will be to make Kitables synonymous with the
best of the makers, their inventions and products. Phase I will focus on
brand strategy, the story, website and digital/social execution.
In Phase II will explore a deeper digital footprint and video effort. We
recommend a partnership with HubSpot, the robust digital marketing
engine that will ensure delivery of quality content to the target at the
right place at the right time. Quality video shorts to help add effective
sight, sound and motion to the marketing mix.

4. Approach Phase I
We will approach the assignment and budget based on our discussion:
Brand Strategy 1/3rd budget – intensive immersion via interviews of
the team, founder, investors, trusted advisors; classical P+G brand
management exercises: brand essence, SWOT, brand opportunity map,
strategic pyramid, target understanding and segmentation; competitive/
benchmark analysis; creative brief
Creative Exploratory 1/3rd budget – a team of experienced,
professional advertising veterans plus one team of CU Advertising seniors
will develop an over-arching BIG idea. Upon the selection of a preferred
approach, the team will develop the favored idea into a complete
campaign comprised of both web, social and digital/email execution.
Creative Execution 1/3rd budget – the preferred idea and various
executions will be delivered in the form of website and PSD files as well
as final files for quality email and social media campaigns.

5. LOOK Expert
The website, a social media and digital campaign must ground Kitables in
subject-matter expertise.
We need to share our open-source knowledge and rigorous approach in
an artful manner so curious makers and parents researching kits online
are compelled to keep clicking.
We will make sure all social platforms look great, feel expert and
authentic.Your inventors, CEO, investors and trusted advisors can help
tell the myriad benefits of Kitables and the makers movement. Great
photography is essential.
Though the website and social media will start the process, video shorts
and other relevant social media platforms will join them as beacons of
quality design and messaging excellence. The criteria of success – it will
be good enough to share.

6. Social Approach
Follow, engage and promote thought leaders in the maker community;
push out the latest stories and work with original content; drive people
to blog posts they want to share.
Focus primarily on Twitter and Instagram – lean highly visual.Avoid
linking to too much on FB that isn't original content.
Encourage makers to talk about putting together their kits, especially
with families:
• Kit giveaway contest and "Where do you kit?” program
• Share photos of your workbench while kitting
Targeted FB banner ads.
Blog: We are confident there is more than enough content to keep a
blog updated, especially if we encourage our community to send us
images and stories.

7. Best Practices – Web/Social
Who does this really well?
Whole Foods (web, FB,YouTube, Instagram, Blog, Photography)
Charity Water (web,The Water Log Blog,Twitter, Photography)

8. Best Practices – Web/Blog
The Cliffs (Photography,Web/Blog, Headlines/Copy

9. Model the Brand Against the Best
We suggest that Kitables follow brand-building best practices.
This begins with a simple, but big idea and great line. Our benchmark
campaigns are in the business of inspiring people to do something of
their own choosing and something important …
Apple’s "Think Different”
Nike’s "Just Do It”
Army’s “Be AllThatYou Can Be”
Johnnie Walker’s “KEEPWALKING”
Patagonia’s “WornWear”

10. Benchmark Campaigns/Lines

11. Benchmark Campaigns/What They Sell
Apple’s "Think Different”
• Expression of personal imagina2on and crea2vity; not computer hardware
Nike’s "Just Do It”
• Empowerment of the athlete in everyone; not running shoes
Army’s “Be All That You Can Be”
• Drive to fulfill one’s poten2al; not the armed forces
Johnnie Walker’s “KEEP WALKING”
• Personal progress; not Scotch
Patagonia’s “Worn Wear”
• Sustainability/an2 planned-obsolescence; not clothes

12. Target – Makers
Your words:
Chances are you know a Maker, they are everywhere from your backyard
auto-enthusiast to leading technology entrepreneurs. Makers love to build, they
are creatives, the movers and shakers of our generation seeing opportunity
where others see none.
It is for these reasons the world needs more of them.
Our discussion:
• Middle-aged guys – tinkerers, inventors, engineers, science geeks
• Moms who want their children to grow up to be engineers

13. Makers and Moms Live and Research Everywhere

14. Critical Path Milestones

15. PHASE II
Preparing for the next phase of development – through a separate
scope – should be part of the thinking now.

16. Plan for Success
Once the website and social campaign is developed to our satisfaction,
amortizing the investment via modern marketing activities is
recommended.
We suggest a comprehensive digital outreach program, which will be
accomplished by deploying Inbound marketing disciplines and delivered in
partnership with the HubSpot digital platform.
The following HubSpot links will beIer explain Inbound marke2ng and all
the benefits of the digital tac2cs listed above:
hIp://www.hubspot.com/inbound-marke2ng
hIp://www.hubspot.com/marke2ng-sta2s2cs

17. Shoppify Case Study
hIp://www.hubspot.com/customers/shopify

18. Inbound Marketing/Themes
Content Creation + Distribution Create targeted content that
answers prospects' and customers' basic questions and needs, then share
that content far and wide.
Lifecycle Marketing Promoters don’t just materialize out of thin
air: they start as strangers, visitors, contacts, and customers. Specific
marketing actions and tools help to transform those strangers into
promoters.
Personalization Tailor your content to the wants and needs of the
people who are viewing it.As you learn more about your leads over time,
you can better personalize your messages to their specific needs.
Multi-channel Inbound marketing is multi-channel by nature because
it lives where they are, in the channel where they want to interact with
you.
Integration Content creation, publishing and analytics tools all work
together like a well-oiled machine - allowing you to focus on publishing
the right content in the right place at the right time.

19. Parlor Skis Case Study
hIp://www.hubspot.com/customers/parlor-skis

20. Video
In addition, we have provided a budget for video shorts because quality
video shorts will effectively tell the story, drive demand and enhance the
value of the Kitables brand.
Kitables’s brand of makers making things is perfect for an informative,
interesting series of :60 to :90 video shorts that “show and tell” simple,
bite-sized stories. All products would have their own quality video: the
Quad Copter Kit, Bismuth Crystal Kit, Rubik’s Cube Solving Robot Kit.
However, production values will be significantly enhanced versus the
current work onYouTube.
High quality videos are a persuasive, effective communication tool and
can/will be amortized into a compelling email campaign as well as
deployed as sticky content for the new website. They cast a quality halo
over the brand.
Working with Ryan Ross of Buck/Ross Productions, we will deliver the
quality sight, sound and motion needed to tell the Dawson story(ies) and
bring it/them to life digitally for prospects when not on an on-campus
tour, and/or still in a consideration phase.

21. Next Steps
Kitables to review and reflect
Questions, clarifications, modifications
If go, YearOne to develop a project scope
Execute scope and upon initial payment, initiate creative briefing

22. Contacts
Michael Stoner
Founder | Managing Director
email@address.com
123.456.7890
Dana Wotruba
Creative Director
email@address.com
123.456.7890

23. Thank You.
The Intellectual Property Rights in all materials (including but not limited to, any artwork, designs, photography, story boards, slogans, scripts, reports, films, tapes,
analysis, recommendations and other materials) prepared byYear One pursuant to this presentation belong toYear One, and may not be used by Client or any
vendor assigned by Client without the written consent ofYear One.