Overview of Summer Internship Projects Revolution Gelato, Digital Marketing Internship Yolanda Qin, Summer 2015 Intern

Contents  Executive Summary  Project Details Digital Strategy Launch Campaign Editorial Calendar Influencer Outreach  Summary of Next Steps

Executive Summary DIGITAL STRATEGY Researched best practice and developed strategy for using brand-owned blog Key takeaways: To build community of brand champions; Encourage community to contribute new ideas and promote active discussion. Critical Next Steps: Flesh out strategy, focusing on content and mechanics LAUNCH CAMPAIGN Developed campaign timeline to create awareness and build excitement for product launch Key takeaways: When writing campaign threads, consider 1) Information - what do they need to know 2) Excitement - why should they care 3) Desire - what will make them want it 4) Awareness - what will get the word out or increase engagement Critical Next Steps: None EDITORIAL CALENDAR Revised structures for content dissemination and created sample content Key takeaways: Do our content and threads fulfill strategic goals? Does our content sound authentic and is it consistent with the voice/style of Revolution Gelato? Critical Next Steps: Update sample threads and Trello Calendar Template; Start implementing social media content INFLUENCER OUTREACH Developed strategy and prepared materials for influencer outreach Key takeaways: Blogger outreach allows us to collaborate with social content creators with key audiences to create relevant, quality content for our product/brand. What's in it for the blogger? Critical Next Steps: Make connections and reach out to contacts; Update checklist and sample pitches Digital Marketing Intern Role: To refine and implement digital marketing strategy through a well-researched, structured approach to content creation and dissemination on multiple platforms. Overview of projects below.

Digital Strategy How do we use company/brand-owned blog? Project: Brand-owned Blog (Research and Strategy Development)

Digital Strategy: Brand-owned Blog GOAL To research best practices and develop overall strategy for using brand-owned blog KEY TAKEAWAYS Role: To build a community of brand champions Content should be relevant, interesting, and informative to audience Interaction style should be creative, informative, and intimate Take advantage of blog comment, encourage community to contribute new ideas, and promote active discussion. TIMEFRAME 1 week ACCOMPLISHMENTS Outlined approach to using brand-owned blog Identified role, content type and format, interaction style, and mechanics NEXT STEPS Organize and flesh out strategy Focus on Content, e.g. what kind of content should we use, and Mechanics, e.g. how should we use our blog

Launch Campaign How do we create awareness and build buzz and excitement for our product launch? Project: Content Schedule

Launch Campaign: Content Schedule GOAL To create brand awareness and build excitement for product launch KEY TAKEAWAYS Considerations for campaign threads Information - what do they need to know Excitement - why should they care Desire - what will make them want it Awareness - what will get the word out or increase engagement TIMEFRAME 2 weeks ACCOMPLISHMENTS Developed social media content schedule which included content threads and goals, channel, and planned date for each thread NEXT STEPS No immediate action needed Use this as a model for future campaign timelines Incorporate thread-specific “goal” component into social media content on Trello and in editorial calendar

Editorial Calendar How do we organize, manage, and implement our social media content? What does actual content look like? Projects: Content Key, Calendar Template, Sample Threads, Visual Content, Style Guide

Editorial Calendar: Content Key GOAL To evaluate and update editorial calendar content key so that it better aligns with digital media strategy goals and real-time company priorities KEY TAKEAWAYS What is the purpose of each content theme or function, and how does it fulfill our goals? Channel strategy: what channels are appropriate for each content theme, and how often do we want content going out on each channel? TIMEFRAME 3-4 weeks ACCOMPLISHMENTS Updated overall structure of content key, categorized content functions, and consolidated content themes Incorporated channel strategy and content for brand-owned blog and E-newsletter NEXT STEPS Flesh out content for brand-owned blog and E-newsletter channels

Editorial Calendar: Calendar Template GOAL To lay out structured plan for implementing editorial content on social media (using the web-based Trello app as a tool) KEY TAKEAWAYS Are we incorporating all themes from editorial calendar content key? Does the overall calendar fulfill the goals of digital media strategy? Do we have everything ready to implement content on social media (think: checklist)? TIMEFRAME 3 weeks ACCOMPLISHMENTS Developed June content calendar, incorporating themes from original editorial calendar content key Created one-week template of sample threads (real posts NEXT STEPS Update June Calendar based on updated Editorial Calendar Content Key and Sample Posts Use updated June Calendar as a template for August and September calendars

Editorial Calendar: Sample Threads GOAL To develop comprehensive collection of sample threads based on updated* version of editorial calendar content key (*updated in Summer 2015) KEY TAKEAWAYS Considerations when writing sample threads Does each sample thread fulfill a goal e.g. does it create brand awareness? does it build product desire? Does it sound authentic/natural and is it consistent with the voice/style of Revolution Gelato? Visual content is key TIMEFRAME 1-2 weeks ACCOMPLISHMENTS Developed 6-10 sample threads for ongoing themes such as company/product background, brand value, and product amplification NEXT STEPS Refine all sample threads and incorporate into Content Calendar Template on Trello Develop sample threads for situational themes such as Follower/Customer Feature, Partnership Feature, and Contests

Editorial Calendar: Visual Content GOAL To serve as inspiration for product shoot, which will create collection of content images KEY TAKEAWAYS Categorize different ways of showcasing product Does the image create product desire? TIMEFRAME 1 week ACCOMPLISHMENTS Developed categorized Pinterest board templates for different ways of showcasing our product, e.g. scoops, containers, tantalizing images, creative/inspirational images, behind the scenes, etc. NEXT STEPS Develop checklist for photo shoot

Editorial Calendar: Style Guide GOAL To ensure consistency of voice, style, and mechanics of all social media content with Revolution Gelato brand KEY TAKEAWAYS Consistent style in our communication is important to others’ perception of our brand What are all the components we need to consider to have consistent style? Tone, voice, mechanics, anything else? TIMEFRAME 1 week ACCOMPLISHMENTS Developed basic structure for style guide, including components such as interaction and content style, mechanics, and other considerations for each of our social media accounts NEXT STEPS Check overall structure and components of style guide with Jared and continue to flesh it out

Influencer Outreach How do we reach out to influencers and get them to write about us? Projects: Influencer Outreach (Research and Strategy Development), Checklist, Influencer Interview, Sample Pitches,

Influencer Outreach: Research GOAL To research best practices and develop overall strategy for influencer outreach KEY TAKEAWAYS Role: Blogger outreach will allow us to collaborate with social content creators with key audiences to create relevant, quality content for our product/brand. Goals: 1) Expose us to broader audience 2) Validate our brand position 3) Drive sales indirectly Key questions: 1) What components should we consider for blogger outreach strategy? 2) How will we identify, evaluate, and reach out to bloggers? 3) How will we measure performance and results? TIMEFRAME 2 weeks ACCOMPLISHMENTS Recorded key insights for influencer outreach and decided to focus on blog influencers Defined roles and goals of blogger outreach Outlined approach to blogger outreach including best system for identifying, evaluating, and reaching out to bloggers NEXT STEPS Organize and flesh out strategy Focus on Approach, Metrics/Measurement, and Cost Estimate

Influencer Outreach: Checklist GOAL To create comprehensive influencer outreach checklist KEY TAKEAWAYS Make sure influencers provide quality and up-to-date content Make sure influencers are good fit for us Level of influencer (e.g. professional newspaper vs. private blogger) can be significant to successful outreach TIMEFRAME 2 weeks ACCOMPLISHMENTS Expanded influencer list to include categories such as food/lifestyle, local food, and farm-to-table Evaluated influencers based on good-fit and quality NEXT STEPS Connect with contacts via social media or local events Update list to focus on contacts we already have connection with Expand list to include more categories and contacts within each category

Influencer Outreach: Influencer Interview GOAL Seek guidance from an actual influencer on influencer outreach KEY TAKEAWAYS Effective pitching is organic. Build a relationship with the people you already know and who already believe in you. Make it easy for the blogger! Be prompt, friendly, and clear. Say exactly what you want blogger to do for you. Bloggers get thousands of pitch s. Authenticity/relatability is key. And, what’s in it for the blogger? Don’t underestimate new bloggers. More receptive, and business/blog can grow together. TIMEFRAME 1 week ACCOMPLISHMENTS Interviewed Adrienne Lowe, Atlanta vegan blogger (cracktheplates blog) Collected valuable insights on influencer outreach and secured list of recommended contacts (interview notes in file) NEXT STEPS Reach out to recommended contacts Revise sample pitches based on new insights

Influencer Outreach: Sample Pitches GOAL To develop sample pitches for influencer outreach KEY TAKEAWAYS Pitch will be different for each blogger based on what they and their audience value Do your research: acknowledge what matters to them and point out mutual interests/values It’s all about the blogger. What’s in it for them? Make it as easy as possible for them - tell them exactly what you want TIMEFRAME 2 weeks ACCOMPLISHMENTS Developed basic template and wrote sample pitches targeted toward each influencer on checklist NEXT STEPS Adapt and fine-tune pitches based on updated influencer checklist and interview insights from Adrienne

Summary of Next Steps  Editorial Calendar (1 week) 1.Refine all sample threads (2 hours) 2.Update Trello Calendar Template (4-6 hours) 3.Start implementing social media content 2) Influencer Outreach: (1 week) 1.Reach out to contacts and make connections (1-3 hours) 2.Update sample pitches (3-4 hours) 3.Start sending out pitch s 3) Flesh out organization strategies and guides (2-3 weeks) 1.Flesh out editorial calendar style guide (3-6 hours) 2.Flesh out influencer outreach strategy (3-6 hours) 3.Flesh out brand-owned blog strategy (3-6 hours)