GoPro Project

Ordinary People doing Extraordinary Things…

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About Us

Hagan Rela)ons, LLC is a communica)ons firm built on hard work, crea)vity, connec)ons, and honesty. We have been partnering with companies and en))es for a

decade and pride ourselves in successful results. We truly invest ourselves in our partners to guarantee the highest quality of service, and we look forward to the

opportunity to do the same with GoPro.


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Our Experience

Building a Brand Community Developing a Year-‐Long Pla8orm


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Developing a Year-‐Long Pla8orm

GOAL: Develop a na)onal program in support of the brand’s designa)on as The Official Training Restaurant of the ING New York City Marathon.

SOLUTION: In 2010, in an effort to reinvigorate Jared Fogle, The SUBWAY® Guy, Hagan Rela)ons developed a plan for him to run the 2010 ING NYC Marathon. The year-‐long PR plaZorm turned into a 360-‐degree marke)ng approach for the brand and was supported by a sponsorship, na)onal adver)sing and na)onal point-‐of-‐sale materials. For the second consecu)ve year, Hagan Rela)ons was tasked to develop a year-‐long na)onal program in support of the brand’s new designa)on as The Official Training Restaurant of the ING New York City Marathon. To jumpstart the 2011 program, Jared Fogle challenged the collec)on of SUBWAY® Famous Fans to follow in his footsteps and run the Marathon. World champion speed skater Apolo Ohno accepted Jared’s challenge and throughout the year par)cipated in various training events to transi)on from skates to sneakers.

RESULTS: The 360-‐degree marke)ng plaZorm was featured in all of the more than 24,000 SUBWAY® Restaurants na)onwide, as well as na)onal TV and print adver)sing to promote the ini)a)ve leading up to and following the race. Prior to race-‐day Ohno was featured on na)onal media including The Today Show, USA Today, EXTRA, and Fox and Friends. On race-‐day, SUBWAY® leveraged its partnerships with NBC and CBS for integra)on opportuni)es during the na)onal NBC broadcast of the Marathon and NFL Post Game Show. The program generated nearly 200 million media Impressions/UVPD, with a CPM of $1.74.


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Building a Brand Community

GOAL: Establish Timex Sports as a leader in advanced sports )ming. Increase awareness of Timex's advanced training products. Reinforce the authen)city of the brand. SOLUTION: Hagan Rela)ons developed a community management program that focused on three key strategies: increasing consumer engagement, driving consumer ac)on and adding scale. To reinforce brand authen)city, we built an online community that supports the core facets of the Timex Sports & Outdoor lifestyle. To spark engagement, we provided fans with exclusive event content and access to Timex athletes and spokespeople. We sparked two-‐way discussions, offered exclusive coupons and rebates, and held regular contests and promo)ons. Simultaneously, we added scale by ac)va)ng key brand influencers, and implemen)ng targeted adver)sing and partner integra)on.

RESULTS: During a designated evalua)on window, Timex acquired approximately 1.5 million Facebook stream impressions and grew its fan base by more than 250%, increased consumer engagement (Comments, Likes) by 130%, and monthly ac)ve users jumped nearly 800%


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Our Research

• Founded by Nick Woodman in 2002

• World’s most versa)le camera

• Sold in more than 50 countries

• Capture and share meaningful events with others

• Various accessories to equip your camera for any ac)vity

• Employs Facebook, Twiker, and Instagram for daily photo entries from their users, also featured on their website

• Currently running a promo)on named “Everything We Make” giveaway-‐winner receives one of each GoPro product for free

• Featured in Wall Street Journal in April 2011

• Gaining popularity among professional videographers


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Ordinary People, doing Extraordinary Things. GOAL: GoPro is looking for ac)va)on ideas/programs that will increase awareness via tradi)onal as well as digital media in order to drive sales among ac)ve men and woman, ages 21-‐35. SOLUTION: Hagan Rela)ons will drive awareness, sales, and grow Go Pro via a comprehensive marke)ng and public rela)ons campaign. Marke)ng and PR opportuni)es will enable our partners to obtain a presence in local and na)onal media outlets. Go Pro will receive the most direct benefits and the highest level of brand presence through:

TACTICAL DETAILS:

•  Na)onal and Local TV •  Na)onal and Local Print •  Na)onal and Local Radio •  Street Teams grassroots Promo)ons •  Announcement Press release •  Press Conferences

•  Spokespersons: facebook, twiker •  Tough Mudder: facebook, Twiker •  Sports Authority: facebook and Twiker •  American Red Cross: facebook, Twiker •  Youtube Channel pos)ngs •  Press Conferences •  Email Campaigns/ Promo)ons •  Media Advisories •  Local Magazines •  GoPro.com


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Proposal

Charity: American Red Cross

Sponsorship: ToughMudder Series

Retail Partner: Sports Authority

Spokespeople: Stacy Kiebler and Louis C.K.

Media: -‐Facebook/Twiker/Instagram collabora)ons with YouTube and FourSquare

-‐ Local News coverage of Red Cross events

-‐30 Minute Special on Spokepeople par)cipa)ng in ToughMudder event with

in-‐race streaming narra)ve on ToughMudderTV YouTube channel


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Sponsorship


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Sponsorship


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-‐obstacles -‐rope ladders -‐swimming -‐and more TOUGH MUD!!!

Charity Association •  GoPro helps people capture and share their lives’ most

meaningful experiences with others •  Sports Authority is extremely passionate about giving back

to the communi)es and organiza)ons that celebrate the quali)es of courage, strength, and determina)on

•  The Tough Mudder experience is designed to test agility, endurance, strength, stamina, mental toughness and teamwork

•  The American Red Cross aids all people affected by disaster across the country and around the world providing care and hope in )mes of crisis

•  Charity sport events con)nue to increase in popularity and have been shown to provide meaningful experiences for par)cipants


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Tough Mudder Challenge for Charity

•  2013 Tough Mudder event •  Stacy Keibler & Louis CK to partake in event and take photos with

par)cipants •  Spokespeople with dual facing Hero3 cameras mounted during race-‐ one

Point-‐of-‐View camera and one face camera with microphone. •  Percentage of all proceeds benefi)ng the American Red Cross •  Free T-‐Shirt to all contributors, will feature Go-‐Pro, Sports Authority, and

American Red Cross logos •  Raffle off prizes donated by Sponsors

–  Sports Authority gis cards, GoPro equipment, etc.


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Cameras for a Cause

•  GoPro has created the Special Limited Edi)on Red Cross GoPro Camera HD HERO2

•  Por)ons of the proceeds benefi)ng the American Red Cross

•  Help disaster vic)ms overcome challenge by capturing your obstacles with a GoPro!


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Retail and Activation

THE SPORTS AUTHORTIY

•  Shares demographic and social targets with GoPro’s target audience

•  Has strong foo)ng in retail industry in each of the 3 chosen geographic markets


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•  In-‐Store Ac)va)on –  Obstacle course set up in Sports Authority parking lot –  Try GoPro camera in obstacle course and have the video sent to you –  Trial will also take place in GoPro tent where people can test the camera and

see it up on a big projec)on screen


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•  Event Ac)va)on –  Tent where contestants can try the camera and see it up on a big screen –  Contests to win a camera, and info packets will be given out. –  Cameras will be available for purchase before/aser run –  GoPro tent for Foursquare check-‐in and camera sampling –  Videos from campaign will be playing throughout the day on screen –  Goody Bag inserts

•  GoPro Pamphlet •  GoPro S)ckers •  10% off next GoPro purchase


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Market Outreach

•  Aus)n •  Boston •  Philadelphia

– Based off of the Atlan)cci)es.com list of economically vibrant college towns


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Spokespeople

Louis CK •  Stand Up Comic and Actor •  Grew up in Boston •  Seen as an Everyman •  Has a show on FX •  1.9 million followers on Twiker •  Recently hosted SNL •  Over 20 million views on YouTube

Stacy Keibler •  Actress and Model •  Former WCW wrestler •  Featured in Maxim and Stuff •  Competed in Dancing with the Stars •  280K followers on Twiker •  Linked to George Clooney


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Media Presence (traditional and social)

Social Media At the 3 sponsored Tough Mudder events in the 3 markets, Par)cipants will have the opportunity to “Check-‐

In” (Foursquare) to the GoPro tent. When a par)cipant shares this on their own social media, they are given free use of GoPro HERO2 dual facing camera to capture their upcoming experience at the race.

For a small fee, with percentages going to Red Cross, the

par)cipant can purchase video or photos at check-‐out.

Media Activation Timeline


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ROI-Media Presence Print Media

3 Newspapers 692,771 Mens health 1,800,000 Womens health 1,500,000

Social Media

Stacy Keibler Twiker 280,000 Stacy Kiebler Facebook 168,124 Louis C.K. Twiker 1,886,787 Louis C.K. Facebook 79,903 Tough Mudder Twiker 60,500 Tough Mudder Facebook 2,710,744 Sports Authority Twiker 13,900 Sports Authority Facebook 780,915 American Red Cross Twiker 811,200 American Red Cross Facebook 480,442 GoPro Twiker 317,700 GoPro Facebook 3,797,652

Television

WCVB Boston 110,000 KVUE Morning Show Aus)n 17,170 WPHL Philadelphia Home of MLB Team-‐High impressions from April-‐June (3 sponsored events)


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Value

Retainer and Fees-‐Hagan Rela)ons $25,000/mo for 6 months $150,000

Sponsorship-‐$60,000 for 3 events (*$20K/each)

addi)onal $30,000 for supplemental access-‐ ex.Check-‐In Tents, Merchandise Sales $90,000

Ac)va)on (paid to Sports Authority): $10,000/month for 6 months $60,000

Video Produc)on (starring spokespeople)

$30,000 Spokespeople Contracts

Stacy Keibler: $145,000 Includes photo-‐ops, even par)cipa)on, social media access, and YouTube channel integra)on (10 tweets per month/ 6 months) Louis CK: $145,000 Includes photo-‐ops, even par)cipa)on, social media access, and YouTube channel integra)on (10 tweets per month/ 6 months) $290,000

Promo)onal Materials

RED HERO2 Cameras (1,500 qty) $100,000 produc)on (Limited Edi)on sold at $275/ea-‐ $412,500 revenue) Goodie Bag stuffers $10,000 $110,000

Kickoff Dona)on-‐ One-‐)me Charitable dona)on to American Red Cross $20,000

TOTAL: $750,000 (75% of budget)


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Hagan Rela)ons, LLC 715 North Ave Suite 201

New Rochelle, NY accounts@haganrela)ons.com 1-‐800-‐GO-‐HAGAN (464-‐2426)

GoPro Project

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Transcript of GoPro Project