TRAVELER SHIRT

08.O2.16

RELIABILITY: WASH, WEAR, LOVE, REPEAT.

THERE ARE SOME THINGS IN LIFE WE BUY KNOWING THEY WONT LAST VERY LONG- AN ICE CREAM, A BUNCH

OF FLOWERS, A VACATION TO HAWAII. A SHIRT SHOULDN’T BE ONE OF THOSE THINGS.

YOU NEED A SHIRT THAT’S IN IT FOR THE LONG HAUL, THAT CAN BE WORN DAY IN AND DAY OUT AND STILL

LOOK CRISP, SHARP AND READY TO IMPRESS. THAT YOU CAN RECOMMEND WITH CONFIDENCE, THAT YOU

CAN RELY ON AT A MOMENTS NOTICE, THAT CAN GO WITH YOU ANYWHERE LIFE TAKES YOU.

JOS. A. BANK’S TRAVELER SHIRT IS SPECIALLY CREATED TO BE WASHED, WORN, AND LOVED REPEATEDLY.

IT’S THE RELIABLE, EVERYDAY HERO THAT DOESN’T REQUIRE IRONING, REPELS STAINS, AND RESISTS BUTTON

BREAKAGE. WE’VE BEEN MAKING IT FOR 16 YEARS, AND YOU’VE BEEN LOVING IT EVER SINCE.

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FOR MORE THAN 16 YEARS, MEN HAVE LOVED THE TRAVELER SHIRT FOR IT’S

RELIABILITY. THE DURABLE. NON-IRON “SWISS ARMY KNIFE” OF SHIRTS IS

ALWAYS CRISP, PRESENTABLE AND READY TO GO, FOR ANY SITUATION ANYWHERE.

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Created by Kokopakofrom the Noun ProjectTIMELINE:

SOCIAL LAUNCH

INFLUENCER SUPPORT .

FATHER’S DAY CONTEST

EMAIL BLAST

BANNER ADS BANNER ADS

ONLINE VIDEO

:15 TV PROMO

IN-STORE PROMOTION

DIRECT MAIL

DIRECT MAIL

IN-STORE VINYL

WEBSITE WEBSITEPHASE 1 PHASE 2

DIRECT MAIL: WHO’S YOUR TRUSTED COMPANION?

How has Traveler been Tried and True?

Send out mailers featuring a story of the Traveler Shirt being tried and true.

Men are then invited to share their own stories of how a Traveler shirt came through for them.

Customers can submit photos/stories online with the hashtag #triedandtrue

The best submissions are rewarded with Traveler prizes

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DIRECT MAIL

LOREM IPSUMJOS. A. BANK MODELS BLEND IN WITH OTHER MODELS EXITING SHOWS ON FASHION WEEK.

THEIR ANSWER TO “WHAT ARE YOU WEARING?” IS “JOSEPH A. BANK.”IDE NONSECUSAMUS CORE DO-

LUPIT MOLUPTAERIS MOLUPTA SPELEND ISITAM, QUE VOLUMQUIA IN EOS ABORESE OMNISSIT, ODI

DOLES DOLUPTI NIHILLOR RE EARIONS EDICIL EOS EXPE EIUMET OFFICIATEM QUAM IDIS ES QUI DO-

DIRECT MAIL:

FRONT BACK

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:15 PROMO TV: TRIED AND TRUE FOR SO MANY REASONS

Highlight the Traveler Shirt features and benefits that make it tried and true

• Leverage this opportunity to feature reasons to purchase the shirts at full price

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:15 TV PROMO

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OPEN ON STOREFRONT

2. CONTINUE WITH GRID. IN MAIN SQUARE, CUT TOANOTHER ANGLE OF MAN WEARING TRAVELER SHIRT

SUPER: THE TRAVELER SHIRT. 3 FOR $99

2. CONTINUE WITH GRID. IN MAIN SQUARE,CUT TO MAN WEARING TRAVELER SHIRT

SUPER: LOVED FOR MORE THAN 16 YEARS

CONTINUE WITH GRID. IN MAIN SQUARE, CUT TO STACK OF TRAVELER SHIRTS

SUPER: NON-IRON, STAIN RESISTANT FABRIC

CUT TO STOREFRONT ENDCARD:

SUPER: JOS. A. BANK

THE NEW TRADITION SINCE 1905

THE TRAVELER SHIRT

JOSBANK.COM

CONTINUE WITH GRID. IN MAIN SQUARE, ISOLATE BUTTONS

SUPER: UNBREAKABLE BUTTONS

VO: …TO HELP THINGS GO WITHOUT A WRINKLE…

VO: ONLY AT JOSEPH A. BANK.

VO: …HOLD THINGS TOGETHER…

2. CUT TO GRID. IN MAIN SQUARE, WE SEE STORE INTERIOR

SUPER: THE TRAVELER SHIRT

VO: …EVERYONE NEEDS SOMETHING TRIED AND TRUE

VO: THE TRAVELER SHIRT. NOW 3 FOR $99.VO: …AND ALWAYS HAVE YOUR BACK.

VO: JOSEPH A. BANK BELIEVES…

:15 PROMO:

WEBSITE: TRIED AND TRUE STORIES: THEY’RE ALL HERE

Collect stories of Traveler Shirts being Tried and True and feature selected

photo/story submissions on the Joseph A. Bank website.

Direct links to purchase Traveler Shirts are featured in the stories

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WEBSITE

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WEBSITE PHASE 1:

SOCIAL: HOW DID A TRAVELER SHIRT COME THROUGH FOR YOU?

Encourage followers to submit stories of how their Traveler Shirt came through for them through sponsored posts on Twitter, Instagram and Facebook

Photos and stories are tagged with a unique hashtag #triedandtrue to collect tales and encourage participation.

Jos. A. Bank social channels share some of the best stories

Twitter users vote for their favorite stories weekly

Winner/story featured on our website and locally, in-store

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SOCIAL LAUNCH

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SOCIAL:

Created by Lorena Salagrefrom the Noun Project

EMAIL: HOW DID YOUR TRAVELER SHIRT STAY TRIED AND

TRUE AND COME THROUGH FOR YOU?

Invite men to share stories of when and how they relied on the Traveler Shirt—from staying free of

wrinkles to not breaking buttons

Feature examples to demonstrate the kind of nominations/stories we are looking for

Incentivize with a chance to win a shirt for themselves

Encourage men to wear a Traveler and carry a spare. Ask men the question “Do you keep a spare Traveler

shirt?” If yes, they can click on answers like “Diaper bag”, “car trunk”, “desk drawer” or “gym bag” and we

can aggregate the answers and keep a running tally on our website. If no, offer an incentive to purchase.

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Created by Lorena Salagrefrom the Noun ProjectEMAIL BLAST

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EMAIL:

BANNER ADS: PHASE 1 TRUSTED IN ANY SITUATION

A fast-paced montage of a man relying on the same Traveler Shirt through changing situations—

business meetings, family life, interviews, school plays, socializing, dog-walking, etc., ends with a call

to action for men to submit photos/stories in our contest

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ONLINE ADS

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BANNER ADS: PHASE 1

IN PHASE 1 BANNERS, WE’LL ASK MEN TO SUBMIT PHOTOS/STORIES FOR OUR CONTEST.

ONLINE VIDEO: 5 DAYS | 1 SHIRT

We give a man a Traveler Shirt and put both to the test of withstanding a series of travel and events

over 5 cities in 5 days. We capture the trials and triumphs of our 5 Days | 1 Shirt story as it unfolds.

Can live stream, if desired.

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ONLINE VIDEO

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ONLINE VIDEO:

IN-STORE: TRIED AND TRUE TO THE RESCUE

The Traveler Shirt’s tried and true message is reinforced in-store

Dressing room signs, wayfinding, and window vinyl graphics display the message, and lead

customers to learn more about Traveler Shirts online

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IN-STORE PROMOTION

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IN-STORE:

WAY FINDER VINYL DRESSING ROOM SIGNAGE

BANNER ADS: PHASE 3 TRUSTED IN ANY SITUATION

A fast-paced montage of a man relying on the same Traveler Shirt through many changing situations—

business meetings, family dinners, interviews, school plays, socializing, dog-walking, etc., ends with a

call to action for men to read/share stories from our contest

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ONLINE ADS

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BANNER ADS: PHASE 3

IN PHASE 3 BANNERS, WE’LL SWITCH FROM COLLECTING STORIES TO SHARING THEM.

SOCIAL INFLUENCER: MY TRAVELER HAS BEEN TRIED AND TRUE. HOW ABOUT YOURS?

Outfit social influencer/Daddy blogger with selection of shirts.

• As he wears them he weaves in the story of reliability (no-iron durability and versatility).

• He kicks off our campaign by inviting his followers to do the same

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INFLUENCER SUPPORT

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SOCIAL INFLUENCER:

WEBSITE: TRIED AND TRUE STORIES: THEY’RE ALL HERE

Present top Tried and True stories and feature author’s photo in hero module on website

Direct links to purchase Traveler Shirts are featured in the stories

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WEBSITE

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WEBSITE PHASE 2:

FATHER’S DAY CONTEST: DAD DESERVES SOMETHING AS TRIED AND TRUE AS HE IS.

As an additional emotional boost built around Father’s Day, we’ll cover the angle of father’s being tried and true

Encourage customers to nominate their Tried and True Dad, men who have proven reliable in their lives, via paid social media posts

Photos and stories are tagged with a unique hashtag to collect tales and encourage participation.

Share some of the best stories on Joseph A. Bank site

Winner/story featured on our website and locally, in-store

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FATHER’S DAY CONTEST

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FATHER’S DAY CONTEST:

THANK YOU.

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