camelbak campaign

[CAITLYN LOWER] CAMELBAK

2000 S. McDowell Blvd, Suite 200 Petaluma,CA 94954 United States www.camelbak.com

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Executive Summary Walking is something that CamelBak as a company prefers. They are the outdoors

people, the people chugging a water bottle as they climb the Rocky Mountains, and the

people you would never expect to see outside. Walking away from this communication

plan, you’ll know CamelBak is designed to suit every lifestyle. From racing a bicycle across

an expansive desert to jumping with excitement as your favorite artist appears on stage,

CamelBak has got your back.

The research synopsis will cover background information like: an overview of the

organization, their mission statement, the history of CamelBak, their products, their

projects, their team and more. This will also introduce the Aventuur, the newest music

lifestyle backpack.

The situation analysis will examine the research, provide a SWOT analysis, and

determine the products potential for success. The Goals and Objectives will introduce the

ideas behind the product introduction and the direction of the product launch. The target

audiences will identify the primary, secondary and tertiary audiences, and within these, the

demographics, geographics, and psychographics. Strategies will help narrow and connect

the audience and the idea behind the Aventuur, and tactics breakdown the Launch Event

plan and the media necessary. The timeline breaks down the Launch Event, which is held at

a major music festival, and the costs associated with it are introduced in the budget

afterwards. In the evaluation, we understand the tools used to break down the success of

the communication campaign.

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Research Synopsis

Overview

Questions for Company: 1. What is your background; what was the first product? 2. How have you rolled out products in the past? 3. What are some of your fundamental values as a company? 4. What would you consider to be your strongest values? 5. Who do you consider to be your target audience for each type of backpack? 6. Have you worked with not-‐for-‐profits? 7. Have you worked with music festivals in the past? 8. Who would you consider your biggest competition? 9. What is your price point, and how did you establish this? 10. What would you contribute your success to? 11. How do you plan to continue the success of your brand?

Product Questions:

1. Why is this necessary? 2. What are some of the backpacks you already have available that would be

comparable to your idea? 3. What will be the features of the product? 4. Who is your target audience? 5. Do you feel you have a strong enough customer base for it? 6. How does the product fit into the CamelBak brand?

CamelBak Products, LLC manufactures and sells hydration solutions. The company

offers personal hydration gear solutions; products ranging from hydration packs to

reusable bottles and individual UV purification systems. Its products include packs for bike,

outdoor, run, winter, watersports, daypacks, and military/tactical applications; and

everyday/outdoor, sport/bike, filtering, insulated, stainless steel, and glass water bottles;

and accessories, including reservoirs, reservoir accessories, bottle parts, bottle accessories,

replacement filters, cleaning kits, pack accessories, and military/tactical. The company sells

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its products through distributors in Africa, Asia, Canada, the Caribbean, Central and South

America, the Middle East, the Pacific, and Europe.

CamelBak has built its reputation by engineering products that exceed consumer

expectations for quality and durability. The Got Your Bak™ Lifetime Guarantee covers all

reservoirs, backpacks, bottles and accessories from manufacturing defects in materials and

workmanship for the lifetime of the product.

CamelBak also has a really strong background in social responsibility. One of the core

values is “We give a ____.” They believe it isn’t a just business sense, its common sense. They

focus on the materials they use and how everything they make effects the community.

Mission Statement

To continuously reinvent and forever change the way people hydrate and perform.

History

CamelBak was founded in a tube sock. In 1988, cyclist Michael Eidson was

competing in the "Hotter'N Hell 100,” a 100-‐mile race through the summer heat of Wichita

Falls, Texas. Eidson, an EMT, decided to place a tub sock full of water in his backpack to

prevent pit stops, and the idea of hands-‐free hydration was born.

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Products

CamelBak Products, LLC manufactures and sells hydration solutions. The company

offers personal hydration gear solutions; products ranging from hydration packs to

reusable bottles and individual UV purification systems. Its products include packs for bike,

outdoor, run, winter, watersports, daypacks, and military/tactical applications; and

everyday/outdoor, sport/bike, filtering, insulated, stainless steel, and glass water bottles;

and accessories, including reservoirs, reservoir accessories, bottle parts, bottle accessories,

replacement filters, cleaning kits, pack accessories, and military/tactical. The company sells

its products through distributors in Africa, Asia, Canada, the Caribbean, Central and South

America, the Middle East, the Pacific, and Europe.

Projects

As a winner of Outdoor Industry Awards –Best Retail Co-‐Marketing Campaign

during the Austin City Limits Music Festival and the Outdoor Industry Award – Best Cause

Marketing Campaign for their Ditch Disposable campaign at multiple music festivals,

CamelBak has taken a higher interest in making every music festival more sustainable.

According to their Facebook, they have saved 2,014,655 disposable bottles of water from

landfills at this year's festivals: Austin City Limits, BottleRock Napa, The Governors Ball,

The Hangout Beach, Music and Arts Festival, JazzReggae Festival, Firefly Music Festival,

Lollapalooza and Wanderlust Festival in their ditch disposable campaign.

CamelBak has also worked with Water.org in the Give Bak the Gift of Water

campaign, which was dedicated to raising $50,000 to provide clean water for people in

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need. In this campaign, they are educating people on the water crisis, helping people

understand if they are water-‐wise and asking for donations of $25 to provide one person

with clean water for life.

Competition

While CamelBak is one of the most well-‐known backpack hydration systems, it is not

one of the few. Teton, Ledge Sports, Ispeed, Outdoor Products, High Sierra and more are

some of the biggest competitors for CamelBak. Almost all of their available products are at

a lower price point as well, ranging from $19.99 to $69.99, which may draw some of the

target market from CamelBak. The lower price point may also deter consumers because of

the quality associated with the higher price of CamelBak’s products, which is indicated

through the lower ratings of each competitor’s on websites like Amazon. Most of the

competitor’s products have 3-‐or-‐4 star ratings, while most CamelBak products have earned

a 4.5-‐to-‐5 star rating on every product available. CamelBak also has higher brand

recognition because of their quality and range of products.

Target Audiences

The current attitudes of consumers are consistently positive, which can be

associated with their 5-‐star reviews on Amazon, as well as their 5-‐star rating by 12,000

Facebook users and 4.5-‐star rating by 3,400 Facebook users. They have 225, 369 likes on

Facebook total. The largest amount of compliments made is regarding their quality and the

warranty associated with every product:

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“I bought my first camelbak one year ago and use it daily. I was disappointed when the lid started leaking and my mouthpiece wouldn't stay closed and I decided I wasn't going to buy from camelbak again. Thankfully I looked into the warranty and decided to submit a claim for a replacement lid, but I assumed that such a big company would never get around to my little complaint. Three days later, a brand new lid was waiting for me in my mailbox when I got home! Talk about awesome customer service. Camelbak won me over and turned me into a loyal customer!” – Ashley Skala, a reviewer of CamelBak on Facebook, the review achieved 53 likes.

The People

Sally McCoy is the President and CEO at CamelBak, and she

has been the president since 2006. She has previously worked

with The North Face, Silver Steep Partners and Sierra Designs, and

she graduated from Dartmouth College.

Christ Strain, Chief Marketing Officer, has worked with

Pepsi, Mountain Dew, Vans, Rehab Beverage, HIC Suncare, and K2

Suncare, and he has been the CMO since 2010. He graduated from

the University of Texas, and works from the San Francisco Bay

Area.

Product Description

The idea is a backpack. Already done, right? Not quite; CamelBak hasn’t accessed

one of their largest audiences: music festival attendees. The backpack, the Aventuur,

would be lightweight and durable, and it will be built to survive the sweaty surroundings,

unbearable heat, freezing temperatures and the impossible amount of dirt, without

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overheating the water or the wearer. The idea is an easy to clean backpack with cooling

packs along the backside, where the backpack can either be frozen or the wearer can insert

mini icepacks pre-‐frozen. While this is similar to what Camelbak already provides, the

Aventuur will be a smaller and more stylish version. It will be a canvas-‐like material that

comes in assorted colors of mint green, blue and white stripes, an Aztec pattern and an

ombre of orange. The backpack will also feature a hidden pocket in the strap for ID cards,

credit and debit cards, cash and anything else that would need to be immediately available.

Situation Analysis

Potential for Success

The Aventuur would be introduced into an unsaturated market that is already

influenced and recognized by CamelBak, so the potential for success would correlate

positively. There aren’t any backpacks that are efficient, stylish and light in the market

currently, and the only other backpacks who can claim to be the largest competition would

be CamelBak’s own products.

From the research, CamelBak is in the perfect position to breach the music festival

market with a brand new product.

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SWOT Analysis

Stengths • Brand Awareness • Quality of Product • Life:me Gaurantee • Social Responsibility Projects • The target audience already recognizes the brand • CamelBak already has a presence at the music fes:val, Aus:n City Limits

Weaknesses • The price point may be out of range for some fes:val aHendees • Fes:vals may lose popularity • Compe:tors products may gain popularity

Opportuni:es • It's amarget that hasn't been breached in the same approach • Expansive new product line • Influence at more music fes:vals • Rela:onship with large produc:on companies could prove to be asset • Less dispoable water boHles

Threats • Compe:tors with similar products, usually cheaper • Inability to have customers switch to new backpack because of guaranty on already owned backpack

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Goals

• To encourage a safer environment through hydration and keeping cool in typically

scorching environments

o Objective: Reduce hydration related incidents by 20% by the end of the next

fiscal year

• To generate conversation and awareness regarding the need for hydration and

water stations at all music festivals

o Objective: Increase use of water stations by 15% at each partner music

festival

• To enhance the CamelBak brand image and relationship for the target audience

o Objective: Increase media coverage regarding sustainable efforts by 10%

• To develop a stylish backpack that will appeal to festival attendees across the United

States and influence a behavior change

o Objective: Sales of Aventuur that are above break-even by 15% within the first

six months of its release

• To promote the release of the Aventuur and build a campaign surrounding the

release

o Objective: Increase awareness of its release by 40% within the target

audience

• To develop a relationship with major event organizers

o Objective: Establish a partnership that will last for at least three years

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Target Audiences

Primary

The primary audience for the Aventuur would be split into two categories: festival

attendees that are more likely to be a consistent patron and previous CamelBak customers

that have similar tastes.

Demographics

The primary audience would be within an age range of 18 and 30, with the strongest

representation between 21 and 26 because of the disposable income and festival

attendance. After college, most people in mid-‐twenties will have a slightly larger disposable

income because of the lack of familial responsibilities. With an income out of college

anywhere from $20,000 to $60,000, depending on career path, a $100 investment in a

backpack will represent value for the financially capable that are interested in furthering

their music festival attendance. Most music festivals don’t represent a large gap in the

male-‐to-‐female representation, so gender influence would mostly rely on remaining unisex.

Geographical

The primary audience will not have a specific geographical location because festivals are

spread throughout the country, but because the population demographics tend to rely on

20-‐to-‐30-‐year-‐olds, the largest portion of the audience will be located in cities with the

largest numbers of young population.

Psychographics

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Because each festival has varied types of music and visitors, the psychographics would

typically be sporadic, but the most popular music festivals tend to have similar genres of

music. Specifically Austin City Limits, TomorrowWorld, Ultra and Coachella either

incorporate or completely center around electronic music in their artist line up, and each of

these are inclined to have the largest number of the target population. The audience as a

whole would have an interest in the backpack’s intended purpose: a stylish and efficient

hydration and storage system for a festival-‐like setting.

Consistent festival attendees would be a primary audience because they will be the

consumers that find the backpack to be an integral part of the experience. This audience

will understand the necessity of consistent hydration, while also appreciating the extra

space for storing items that may be needed throughout the day or night. The audience will

also be narrowed down to an audience that is more likely to attend festivals that are longer

than one day; this is because the reusability and durability will be more efficient at longer

festivals, where water stations are typically provided. CamelBak already even provides

water stations at Austin City Limits.

CamelBak consumers that already have a backpack but use the backpack for a similar

purpose are a necessary psychological portion of the primary audience because they are

familiar (and typically happy) with the brand. Earning a customer is much more difficult

than sustaining a customer, and if a new CamelBak backpack is available that will be more

efficient in their purpose, their familiarity with the brand will help influence their decision.

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Secondary

The secondary audience will be the patrons that are a first time festival goer or someone

that prefers shorter festivals.

Demographics

The demographics would be largely the same as the primary audience, but with a

younger age range. First time festival attendees tend to be between 18 and 22 because

most music festivals require the minimum age of 18. People that are interested within this

age group will also be more independent financially and legally.

Geographics

The geographic location of the secondary audience will be closely related with

proximity to a college campus because of the influx of 18-‐to-‐22-‐year-‐olds.

Psychographics

A first time festival attendee is less likely to make a large expenditure if they are unsure of

the brand and the experience. While guides across the internet recommend a CamelBak

product, the audience may not be aware of the requirement of hydration throughout the

experience.

Shorter festivals are everywhere across the United States, with most being one day or two.

The shorter festivals tend to have fewer visitors, performances and free water stations.

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Because the festival is shorter, they typically have less of a concern with an eco-‐friendly

environment or a cost friendly environment. The patrons will be more willing to purchase a

plastic water bottle instead of the perceived burden of carrying a backpack.

Tertiary

The tertiary market will be consumers of CamelBak products as a whole. A regular visitor

to the website might see the advertisement for the Aventuur, and they may prefer the

backpack, whether it is for their intended purpose. CamelBak has products designed for all

types of outdoor activities, but their backpacks are also flexible in design to be used almost

anywhere.

Strategies

Key Messages

CamelBak suits every lifestyle. The idea of the Aventuur is for one person to walk

away from the launch event campaign believing that the Aventuur backpack is a useful and

stylish backpack that is designed to suit the festival lifestyle. They will understand it is a

canvas-‐like material that comes in assorted colors of mint green, blue and white stripes, an

Aztec pattern and an ombre of orange. The backpack will be an efficient way to stay

hydrated and store items for a long day of fighting off heat exhaustion from walking and

dancing through the expanse landscapes of music festivals, and CamelBak is a trusted

provider of backpacks, water bottles and other essential outdoors items.

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Strategies

• Engage opinion leaders in the music industry with interaction through social media

and at the launch event

• Communicate with our target audiences face-‐to-‐face through appearances and

events in popular environments, specifically music festivals

• Utilize social media to communicate with our primary audience

• Incorporate our communications in our partner’s social media accounts

• Construct a relationship with a not-‐for-‐profit organization, Water.org, which is

associated with hydration, to create visibility and to enforce our purpose

• Contribute a portion of our earnings with the Aventuur to the not-‐for-‐profit partner

organization (Water.org)

• Secure a relationship with a music festival within our ideal target market to

communicate efficiently with our target markets

• Establish a three month period before the music festival where promotional

materials regarding CamelBak’s participation will be incorporated in the any contact

made with the attendees

• Employ CamelBak’s ability to engage the target audience through available water

stations

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• Create an incentive to purchase the backpack through including images of the new,

more stylish backpack than what was previously offered

Tactics Launch Event Plan Implementation

Background

The launch event will incorporate a partnership with TomorrowWorld, one of the

fastest growing music festivals in the United States. TomorrowWorld began in 2013 and

attracted 140,000 people, with 30,000 of those camping onsite. In 2014, TomorrowWorld

had 160,000 attendees from over 75 countries. The festival is held in Chattahoochee Hills,

Georgia, about 25 miles south of Atlanta. It features 150 artists within a wide range of

Electronic Dance Music (EDM). TomorrowWorld is the first festival to require a minimum

age of 21 to attend, which narrows the target audience to an age range between 21 and 26-‐

years-‐old.

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TomorrowWorld was chosen because of the timing, possibility of growth, and the

fantasy-‐like production. As a 3-‐day music festival and a 5-‐day camping experience in late

September, the time span will provide ample time to prepare and communicate. Because

the festival is only in the early stages of growth, TomorrowWorld provides the opportunity

to establish a relationship. Well-‐established festivals typically have partnerships and

commitments. The increase of 20,000 attendees in one year shows exponential growth and

the prospect of surpassing its mother festival, Tomorrowland. Tomorrowland attracted

400,000 attendees from 275 countries in 2014, and it is held in Belgium in early August.

Both festivals are known for their similar music genre, international recognition and

fantastic production, by ID&T and SFX. The stages, the campgrounds, the VIP areas, and

even the entrance gate to the festival are known for being eccentric.

TomorrowWorld is held at the end of America’s typical festival season. Most

festivals are held anywhere from early March to November, so the purchase of the typical

consumers would not need the backpack for almost six months. Instead of being a con in

the product launch, September is only separated from December by two months, and the

holiday season could provide a set up for the backpacks to be used as gifts.

Another benefit of holding the launch event party near the end of the season is that

most attendees will prepare for music festivals up to a year in advance. Advance tickets for

larger music festivals go on sale 8-‐10 months beforehand because of popularity and

logistical information.

The actual launch event will be held all three days of the festival. CamelBak will host

a water filtration tent station, the Atmosphere by CamelBak, with other amenities, where

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attendees will have access to clean water, cooling fans to escape the heat, solar-‐powered

outlets, and multiple reclining pods for rest in between their favorite artists’ performances.

Attendees will also have the chance to try on the Aventuur and view the different color

options available in person, which can be difficult otherwise because CamelBak does not

provide any physical locations.

The first day will provide an opportunity to receive an Aventuur and a backstage

pass to meet the headliner of their choice, by simply visiting the tent and completing a

guest card. The second day will feature multiple Aventuur giveaways, as well as, CamelBak

gift cards in different increments between $50 and $100. On the third day, attendees will be

offered the chance to enter once more and win an Aventuur of their choice.

The idea is to create a dream-‐like environment, with all of the reclining areas to look

like clouds and use the ceiling’s light fixtures to create a galaxy setting, instead of a simple

tent. CamelBak needs to create a space people will not HAVE to go to, but where they will

want to reenergize and spend time.

Goal

The goal is to attract the attention of the primary audience and to create a

conversation between CamelBak and festival attendees.

Objectives

• To introduce the Aventuur at a well-‐recognized and growing music festival

• To encourage a safer environment through hydration and keeping cool in typically

scorching environments

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• To generate conversation and awareness regarding the need for hydration and

water stations at all music festivals

• To enhance the CamelBak brand image and relationship for TomorrowWorld

attendees

• To develop a stylish backpack that will appeal to festival attendees across the United

States

• To promote the release of the Aventuur by increasing recognition

• To develop a relationship with major event organizers, ID&T and SFX

Audiences

The launch event will be focused to the primary audience, music festival attendees.

At TomorrowWorld, the minimum age is 21, and the largest volume of attendees tends to

be between 21 and 24. The target audience will be from multiple parts of the world, but the

physical geographical location will be in Chattahoochee Hills. The audience as a whole

would have an interest in the backpack’s intended purpose: a stylish and efficient

hydration and storage system for a festival-‐like setting.

Event Schedule

Set up beforehand included in Timeline below.

Responsibility

The responsibility will be broken up into relationship management, tent design and

organization, product and promotional alignment and media relations.

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• Relationship management, handled by the Account Supervisor for Camelbak,

will focus on creating a strong and permanent relationship with both

production companies involved, ID&T and SFX, because they are major event

organizers internationally and to continue the partnership well past the

initial Launch Event. The relationship will be an essential piece to achieving

the first and most coveted prize, backstage passes to meet a headliner of

their choice.

• Tent Design and Organization, handled by the Creative Director, will focus on

the feasibility of the Atmosphere’s aspects, while still achieving the most

relaxed environment possible. This space can be essential to a festival to

prevent overheating and dehydration, and it is essential for CamelBak to

spread Aventuur’s name at the same time. The most important responsibility

is to achieve a balance between the two and maintain the idea throughout all

three days.

• Product Alignment, handled by the Director of Content Strategy, will be

responsible for succeeding in promotion and marketing of the Aventuur

throughout the event. This will include promotional materials, product

interest, and tent interest. The major responsibility is to attract and inform

people.

• Media Relations, handled by the Account Supervisor for CamelBak and the

Senior Social Media Analyst, will be held responsible for garnering the

interest of the media and sustaining it through media tours, interviews and

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more. This team will also be responsible for developing the digital marketing

and social media campaign.

Media Plan

Type of Media

The festival will already be covered by multiple types of media, but the CamelBak

station will be covered by two types specifically: print and local broadcast stations. MTV

news also tends to have a role in major music festivals, like Tomorrowland, so CamelBak

can possibly create an environment that may enhance MTV’s interest in the Atmosphere

and the Aventuur.

Angle for Story

The angle for the story will be different for the different media used. For most major

publications, the angle will be CamelBak’s commitment to hydration and safety of the

festivalgoers, while still providing a relaxing environment. For music-‐related publications,

the angle will be focused on the chance to meet the headliners.

Placement

The Atlanta Journal-‐Constitution will play an important role in media coverage

because of the recognition and proximity.

If MTV is involved in the festival, securing placement with the major network will be

the most relevant placement.

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Coverage

Media tours, photos and interviews will be set up beforehand and held before and

during the festival.

Social Media

Social Media will be an extremely useful tool because of the target audience’s age

range. Facebook can be used in association with the TomorrowWorld page by posting

about the Atmosphere’s purpose of refueling and reenergizing, and the chance to win the

different prizes each day. This will create awareness beforehand without implementing a

strong corporation recognition. Twitter can be used to trend during the festival especially

because attendees will be able to charge their electronics in the Atmosphere. Because

aventuur actually means adventure in Afrikaans, a hashtag could be advertised throughout

as #AventuurintheAtmosphere. If the environment is ideal, Instagram would also be useful

in association with the hashtag and pictures posted within.

Launch Event Invitation

Because the Atmosphere isn’t a typical invite-‐only event, the invitation will be

guided toward ticket purchasers. When a ticket is purchased, emails regarding different

updates with TomorrowWorld will be sent regularly to the purchasers, and CamelBak’s

Atmosphere tent will be featured in one of the emails.

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Materials

Print Media/News Release

This will include the information regarding CamelBak’s brand recognition,

durability, and the Aventuur’s information to a smaller extent, but it will mostly focus on

the necessity of the Atmosphere and the possible prizes associated with it. The content will

include details on the CamelBak’s desire to keep festivals safe, replace disposable water

bottles for a better environment and to see the Aventuur as a staple at every festival.

Media Advisory

The media advisory will have a similar role as the release, but it will be sent to the

most popular news station in Atlanta, CBS Atlanta, as well as, MTV. With both of these

media advisories, we will target broadcasters interested in a media tour and interview

beforehand and during the event. The pre-‐TomorrowWorld media tour advisory would be

for a sneak peek of the preparations behind TomorrowWorld and the Atmosphere. The

interview would take place during the actual festival and would feature an interview with

the winners of the backstage passes.

Backgrounder

The Backgrounder will focus on CamelBak’s history with not-‐for-‐profits and music

festivals, and it will feature more information on other products offered. There will also be

a second Backgrounder providing information on TomorrowWorld; this will help the media

understand why CamelBak and TomorrowWorld partnered together for the product launch

event.

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Fact Sheet

The Fact Sheet will focus on the amenities provided by the Atmosphere, as well as

the features of the Aventuur. It will also provide basic facts regarding the attendance, the

health concerns, and more regarding the music festival culture.

Feature Story

The Feature Story can be focused on CamelBak’s desire to eliminate disposable

water bottles, and their intention to get more involved in a “green” effort at one of the

fastest growing music festivals. The feature could also specifically focus on

TomorrowWorld’s success, with a nod to CamelBak.

Photos

Photos will be essential to media for, during and after the festival. These will help

gauge the popularity of Launch Event.

Brochure

The brochure will be a part of the promotional materials for attendees as well as a

part of the media kit. It will be available at the tent to explain the details of the Aventuur

with pictures, prices and features.

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Web Page

The web page associated with the release event will be specifically attached to the

TomorrowWorld page, tomorrowworld.com, and this will be to inform people about the

Atmosphere tent throughout the three days with a nod to the Aventuur.

There will also be an Aventuur page on the CamelBak website associated with all of

the product details and release information.

Pitch Memo

A pitch memo will be sent to each of the featured media relations to attract their

attention and will have the same angle as each advisory and release.

Timeline

Time Frame

TomorrowWorld’s 2015 dates are September 25 through the 27. Planning,

relationship building, and communication will need to begin on November 1 because of the

amount of logistics and communication required by all parties involved.

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Sequence of Activities:

Email Regarding Atmoshpere Sent 5/13/15

Any pictures Basic Info Spark interest

Ini:al Contact for Media Rela:ons 4/1/15 -‐ 4/5/15

Contact Atlanta Journal-‐Cons:tu:on

Contact MTV regarding interest in TomorrowWorld coverage Contact Broadcast op:ons

Promo:onal Material Approval 2/28/15

Brochures designed Posters and larger frames approved Coupons or offers approved

Final Design of Tent Approved and Promo:onal Materials Designed 1/15/15

Begin Promo:onal Design in assoca:on with TomorrowWorld Approval of costs and feasbility of tent

Prepare Atmosphere Feasability 11/30/14

Hire designers to begin tent possibili:es Establish amount of space need on fairgrounds

Agreement and Contracted Partnership 11/10/14

Signed contractual agreement between all par:es to establish the nature of the rela:onship. Ensure communica:on abili:es with aHendees

Inital Contact, 11/1/14

Establish communica:on efforts with ID&T and SFX

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Day 1

• Rafwle off First Prize by either the 1,000th guest card or by 8pm

• Tent Remains Open until 4 am

Day 2

• Rafwle off 2nd Prize by 5 pm


Day 3

• Rafwle off 3rd Prize by 1 pm


Day 4

• Ofwicial Release of Aventuur

Evalua:on of Launch 3/1/16

Amount of Guest Cards Opinions and Actude Evaluaton Profit Thus Far

Official Release of Aventuur 9/23/15

TomorrowWorld Set Up 9/22/15-‐9/23/15

Social Media Posts to garner interest 9/4/15

"Official" Invite to the aHendees sent 8/1/15-‐8/10/15

Provides informa:on, loca:on and more First men:on of Aventuur

Produc:on for all pieces complete 6/19/15

Includes: Promo:onal Materials, Backpacks, and Tent Materials

Release and Advisory Sent 6/2/15

Establish Release date for each story Establish media tour

Event Schedule:

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Budget

Launch Event Quantity Amount

Promotional Materials :

Posters 100 200 Brochures 5,000 2,500 Graphic Design Artist $150/hr 1,000 Team for Set Up & Break Down 10 @ 10/hr 2,400

Experiential Items Manufacturing N/A 150,000

Tent Rental 1 4,000 Lighting Fixtures 1,000

Seating

Chair Rental 3,000

Lounge Chair Purchase 6 Lounge Pods @ $350 2,100 Sound System 1,315

Power Costs Over 1000 kWh: 4.5422¢ per kWh 9,084

Electician 54.39/hr @ 60 hrs 3,263 Backpacks to Distribute 100 @ 40 Unit Cost 400

Transportation: Gas 150 @ 4/gallon 600 Crate 40 @ 25/week 1,000 Truck 800/week 800 Total: 182662.8

Media Kit Shipping 25/box 375 Brochures (for event as well) 5000@ .5/each 2,500 Printed Box 15 @ 10/box 150 Backpack 40/backpack 600 FAQ/Backgrounder/Advisory/ 100 each @ .10/page 30 TomorrowWorld and CamelBak Information 500 @ .75/print 375 Total: 4030

186692.8

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Professional Services Campaign Practitioner 1 8 hours/ 20 weeks @75 12,000 Campaign Pracitioner 2 8 hours/ 20 weeks @75 12,000

Total: 210692.8 10% 231762.08

Evaluation

Methods

We will measure the success of the Launch Event Plan by the amount of guest cards

attained, the satisfaction rating recorded on each guest cards and the amount of water

bottles filled.

Guest cards will be attained by attendees with the desire to win the raffles each day

of the festival. While this may not account for every Atmosphere attendee, it will help gauge

the amount of interest and communication inspired at TomorrowWorld.

Each guest card will ask for basic guest information, such as: age, gender and contact

information; the guest card will also include a satisfaction scale based on the environment,

the amount of water stations, the amount of outlets available and the knowledge of the

Aventuur.

Attitude and Behavior Change

Attitude change will be measured throughout the Atmosphere because of the guest

cards as well. The satisfaction rating will help determine whether an attitude change was

actually influenced through CamelBak’s participation in TomorrrowWorld.

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The behavior change will be measured throughout the following fiscal year. With a

goal of 15% profit past the break-‐even point, the behavior change will measured through

profit, but also through the amount of visits made to the Aventuur’s page within the

CamelBak website. While this may not reflect direct behavior change, a drastic increase

may reflect delayed behavior change.

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