The task force proposes creating enhanced PDF art lessons for sale monthly on Interweave featuring beginner crafts created and taught by younger employees. Lessons would cost $2.99 each and include a short instructional video. The goal is to target millennials with simple, on-trend cross-crafting projects to increase social media engagement. Data shows strong interest in craft tutorials among millennials. The first lesson is planned for March/April 2015 with a "spring cleaning" theme to require no major materials investment. Resources needed include video studio time, designer, and online support including a new blog catering to the millennial aesthetic.

1. TASK FORCE PROPOSAL
“The best way to predict
the future is to create it.”
Peter Drucker

3. WHAT IS OUR IDEA?
 To produce enhanced PDFs for sale in the Interweave
store to be released monthly. These will be similar to
those sold as Art Lessons by the Mixed Media group
 Lessons will be simple, beginner friendly DIY crafts,
created and taught by younger F+W employees,
beginning with members of the task force
 Each month, a different employee will prepare the
Lesson so that we can feature a variety of project types

4. MORE ON THE IDEA
 Art lessons will release once a month
 Page range is unlimited due to PDF format, but
content will be limited to one project and one
related article
 Cost would be around $2.99 each
 Available individually or by subscription
 A short, 20 minute video will be filmed to support
each art lesson—full length workshops or Craft
Daily videos could also be filmed.
 At the end of the year, all 12 art lesson PDFs can
be assembled into a bundle and sold as a group

5. HOW DOES THIS SUPPORT OUR 2015 INITIATIVES?
1. Beginners: These lessons will be simple, beginner
crafts that are not technique heavy
2. Younger Generation: Targeting millennials. Will feature
on-trend crafts that closely follow what’s popular on
Pinterest, popular blogs, and other social media
3. Cross-Crafters: Every month lessons will feature a craft
from a different community. By the end of the year,
each community will have featured multiple projects

6. WHAT MIGHT A LESSON INCLUDE?

7. WHAT MAKES US BETTER?
 Why would consumers buy these Lessons rather
than focus on those available for free online?
 Additional tips/human interaction
 Bonus projects, adaptations and modifications, options,
etc.
 Printables (inserts, templates, etc.)
 Holiday extras including gift tags, etc.

8. WHY EMPLOYEE CREATED?
 Encourages cross-team collaboration
 Turning employees into a brand
 Putting a face to the product customers can trust
 Gives products more of an air of authenticity
 Social media/online support easier if done in-house
 Good for career development of the millennial
employees and having this creative outlet combined
with leadership changes will allow F+W to better
retain and recruit talented millennials.

9. CONTENT ACQUISITION FLOW
Digital
Download in
the form of an
enhanced
PDF with
short video
Full length
workshop/Craft
Daily video by
employee or
outside artist
Kits and
Bundles,
especially
those with 3rd
party content
Support in
Print
Magazines
A second
pattern,
sold
separately
End of the
year bundle of
the 12 PDFs
with possible
bonus content

10. COMPARISON – MOLLIE MAKES
 They are “a lifestyle magazine for those who live creatively.”
 Tutorials are picture based, brightly colored, clean, and fresh.
 Ideas appeal to all ages of crafters.
 We know this is successful, and know we have the talent and
resources to do something similar…and do it even better!

11. WHAT DATA DO WE HAVE TO SUPPORT?
 By creating digital cross-crafting projects we can
increase social media interaction and followers
across the board.
 The following data was compiled on October 29,
2014.

12. spinning daily
weaving today
14,460
11,193
2,974
3,960
3,483
p pinterest
1,555
1,965
6,846
481
885

13. spinning daily weaving today
jewelry making
daily
216,098
182,174
161,575
79,754
45,978
f facebook
38,171
28,790
19,096
5,821 4,724

14. spinning dailyweaving today
17,900
12,700
25,000
13,500
3,817
t twitter
10,700
1,636
6,425
433
936

15. FACEBOOK ANALYTICS
Community
Artist Daily
Sew Daily
Beading Daily
Crochet Me
Knitting Daily
Jewelry Making Daily
Cloth Paper Scissors Today
Spinning Daily
Quilting Daily
Weaving Today
Average age of user
18-34
25-44
35-54
35-54
35-54
35-54
45-54
45-54
55-64
55-64

16. POPULAR TERMINOLOGY ON PINTEREST
Total
Pins
Cross Crafting – 374,000
DIY – 88,200,000
Craft Tutorial – 21,000,000
Step by step crafts – 2,240,000
How to make crafts – 55,300,000
Beginner crafts – 496,000

17. GOOGLE ANALYTICS
Keyword Google AdWords
Avg. Monthly
Searches
Adwords Competition
Multicraft 22,200 Low
Multi craft 590 Low
Multicrafts 320 Low
Multi crafter 50 Low
Multicrafter 50 Low

18. RECOMMENDED LAUNCH
 March-April 2015
 This would give plenty of time to film a short video,
design and tech edit a project, and to better plan our
first Lesson.
 Ideally would release before Easter, although would not
be specifically Easter themed
 First lesson: “Spring Cleaning” theme
 Possibly stash busting/upcycling projects—upcycling is
very popular among millennials and stash busting
appeals to their frugal nature
 Good introduction to the Lessons as they will not need
to make any major investments to do the project.

19. GOOGLE ANALYTICS FOR THE TERM
“SPRING CLEANING”

20. PLANS FOR THE FUTURE
 Release around major holidays or beginning of
seasons
 Second Lesson: Mother’s Day theme
 Include instructions for similar, but simpler child’s craft
 As a bonus include printable gift tags
 In the future could also get sponsored Lessons or
have guest talent that already have a millennial
fanbase do a Lesson to go with a full workshop
video—great for cross promoting.

21. WHAT RESOURCES DO WE NEED?
 One half day in the video studio per month
 One designer and production person to help with the
creation of the PDF
 Minimal tech editing budget
 Online Support
 Social media support on Facebook and Pinterest
 A separate tab for the Interweave Store
 A dedicated Wordpress (or similar) blog aimed at the millennial
market

22. WHY A NEW BLOG?
 Having a blog aimed at this community would allow
us to more easily support all our products aimed at
intro level multi-crafters
 Our current communities do not align with the
aesthetics/usability millennials expect from their
favorite websites
 There is plenty of competition out there so if a
website is cluttered looking or hard to use
millennials will go elsewhere for their crafting
information and products.

23. EXAMPLES

24. CONCLUSIONS
 There is a very real need among millennials for quality,
beginner level crafting content on a wide variety of
topics
 By creating an uncomplicated digital product aimed at
this group we can create quality projects that are on
trend and release them quickly
 Employee curated craft projects like this will help create
a sense of authenticity and a feeling of intimacy all while
building the Interweave and F+W brand among this
generation
 These products can be used to cross-promote other
products across the company especially as these
customers advance
 Millennials expect a certain aesthetic and usability from
their websites, so having an online presence that fits this
aesthetic is vital to our success

25. QUESTIONS?