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This presentation was put together as a project proposal for an initiative I felt could help benefit the company. It's purpose was to inform, excite and gain buy in. It worked!
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Objective.Expand Bold magazine as an integrated content strategy to embody and communicate Kohler’s position as an explorer of bold aesthetics and design, as well as a champion of bold living.
Audience.60% Architects & Designers20% Consumers10% Showroom Associates5% Builders & Remodelers5% Plumbers
Cornerstones.Design
& Home Trends
Technology&
Innovation
Material & Color
Social Issues&
Sustainabilty
Cornerstones: Design & Home Trends
Technology & Innovation
Material & Color
Social Issues &Sustainabilty
Fine Arts Neuroscience
Architecture Psychology
Anatomy
Chemistry
Anthropology
Fashion Engineering Biology Ergonomics
Sociology Ecology Physics
Reach Blog
Links to and from
Kohler.com
Showrooms
Home Page Interactive Magazine
YouTube
Tradeshows
Magazine
Kohler.com Literature
Page
Blog Tradeshows
Literature AppShowrooms
App
Blog details.Articles
AaVideos Quotes Slideshows Bold Personas
Hi!
Recipe Cards
recipes
Historical Posts Whats Trending Mood Boards
- Posting schedule; posts start April 14th- Post three times a week- Respond to readers comments and questions- Post should fit one of the ten categories above- Each category has its own template- Templates need approval by the end of January- Look will closely follow look from magazine- Three months of editorial is planned before first post is made on April 14- Posts are completed one month in advance- Initial three month calendar is composed of Bold 3.0 articles and “hopper items”
HOPPER ITEMS:
Bold 1.0 Articles:- Home Innovations- Surf & Water Conservation- JA Interview & Tresham - Cast Iron- Atypical Kitchen
Bold 2.0 Articles:- Adler Color- Markus Glass- Nick Veasy X-ray- History of Advertising- Good Vibrations
Repurpose Blog Posts:-TBD
Book Reviews The L’trine PR
OMG!!
Kohler Community
Bold 3.1- Three to Five New articles- Updated product portfolio- Direxion page flipper only
October
S M Tu W Th F S
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6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
April
S M Tu W Th F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
Bold 3.0- 5 New articles- New product portfolio- New Subsidiary Ads- Keep but enhance Direxion page flipper- Reduce print quantities strictly for KBIS and showrooms- Explore reproducing magazine as an app
Magazine details.
Approvals.EXPANSION OF BOLD TO BLOG:
- Michael Mueller
VISUAL TREATMENT OF TEMPLATES:
- David Kohler - Tristan Butterfield- Arnold
CONTENT CALENDAR:
- James Sandora
blog magazineFINAL APPROVERS:
- David Kohler- Natalie Black- Michael Mueller- Steve Bissel- Daniel Brohn
BUY OFF ON TOPICS:
- David Kohler- Natalie Black- Michael Mueller- Steve Bissel- Daniel Brohn- James Sandora- Tristan Butterfield
PRODUCT PLACEMENT:
- Faucets Marketing- Fixtures Marketing
April print 3.0 (agree to only print once)
October produce digital 3.1 (new articles and product updates)
EXECUTIVE TEAM:(James, Tristan, Arnold)
- Provide content direction - Approve editorial calendar- Sign off on initial creative execution
Team. EDITORIAL TEAM:(Beth & Katie)
- Co-create editorial calendar and its updates- Coordinating creation of all content - Working with support team, idea team and executive team
IDEA TEAM:Nancy YuskoMegan GordonPatrick FoxDonna Church Mark BickerstaffePeter OeschTristan ButterfieldJoe AzzarelloTheresa MillardShannon FriedelBarry Glasford
Jo Brown Betsy FroelichMichelle PenasaDave HillebrandMatt BarensMark ThielAngela Miller Chef Richard PalmPeter ClemensMatt BauerJean Kolb
SUPPORT TEAM:
- Staff Writers- Proofreading- Production Artist- Legal
CONSULT TEAM:(Hanley Wood)
- Lifeline to community & trends- Contact resource to architects & Desingers- Potential blog contributors
Coming together is a beginning;Keeping together is a process;Working together is a success. - Henry Ford
IDEA TEAM: Collaboratively engages in discussion and submission of ideas, inspiration and trends.
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23
45
6
idea teamNancy Yusko . Megan Gordon . Patrick Fox . Donna ChurchMark Bickerstaffe . Peter Oesch . Tristan Butterfield . Joe AzzarelloTheresa Millard . Shannon Friedel . Barry Glasford . Jo BrownBetsy Froelich . Michelle Penasa . Dave Hillebrand . Matt Barens Mark Thiel . Angela Miller . Chef Richard Palm . Peter ClemensMatt Bauer . Jean Kolb
Full team meeting and working session
Use central site for communication and sharing
Team members sumbit review and comment on topics
Beth and Katie pull from idea teams submissions for articles & blog posts
Involve the idea team member or members whose submission is being used for the article in the creation of the content
Quarterly idea team meetings
idea team.American Design Trends
Nancy Yusko: Lead Industrial Designer -Decorative Product and Color
Megan Gordon: Interior Designer II-Set and Display
Patrick Fox: Art Director-Interiors
Global Design Trends
Donna Church: Manager-Marketing and Communications Canada
Mark Bickerstaffe: Director-New Product Development Europe & Asia Pacific
Tristan Butterfield: Creative Director-K&B
Peter Oesch: Director- Communications Asia Pacific
Sustainable Design and Sustainability
Joe Azzarello: Senior Staff Engineer-Sustainability
Theresa Millard: Consultant -Stewardship Advisory Board
Universal Design and Human Factors
Shannon Friedel: Interior Designer -The Kohler Store, Universal Design
Barry Glasford:Analyst-Human Factors
Interior & Home Trends
Jo Brown: Associate Internet Content Manager
Mark Thiel: Communication Specialist-K&B Social Media
Megan Gordon: Interior Designer II-Set and Display
Fashion Trends
Betsy Froelich: Associate Channel Manager-K&B
Michelle Penasa: Art Director-K&B
Tristan Butterfield: Creative Director-K&B
Technology Trends
Dave Hillebrand: Advanced Concepts Manager
Matt Barens: Senior Project Engineer-Process Improvement
Kohler History
Angela Miller: Senior Communication Specialist-Corporate Archives
All Things Food
Chef Richard Palm: Head Pastry Chef-The American Club® Resort
Peter Clemens: Head Chocolatier-The Craverie
Matt Bauer: Head Chef- The Immigrant Room
Wellness and Spa Trends
Jean Kolb: Director-Wellness Business and Product Development
Non-Kohler Contributors(list in process)
Susan Serra (Design, NYC)
John Loecke & Jason Oliver Nixon (Design, NYC)
Allison Bergamo (Design, Denver)
Ed Del Grande (Plumbing, Rhode Island)
Grant Gibson (Designer, SF)
Garrison Hullinger (Designer, Portland)
Jonathan Adler (Designer, NYC)
Deb/Smitten Kitchen (Foodie, NYC)
Benjamin Moore
Design Room Designers
Gensler
Marmol Radziner
January February March
S M Tu W Th F S S M Tu W Th F S S M Tu W Th F S
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
6 7 8 9 10 11 12 6 7 8 9 10 11 12 6 7 8 9 10 11 12
13 14 15 16 17 18 19 13 14 15 16 17 18 19 13 14 15 16 17 18 19
20 21 22 23 24 25 26 20 21 22 23 24 25 26 20 21 22 23 24 25 26
27 28 29 30 31 27 28 29 30 31 27 28 29 30 31
April May June
S M Tu W Th F S S M Tu W Th F S S M Tu W Th F S
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
6 7 8 9 10 11 12 6 7 8 9 10 11 12 6 7 8 9 10 11 12
13 14 15 16 17 18 19 13 14 15 16 17 18 19 13 14 15 16 17 18 19
20 21 22 23 24 25 26 20 21 22 23 24 25 26 20 21 22 23 24 25 26
27 28 29 30 31 27 28 29 30 31 27 28 29 30 31
July August September
S M Tu W Th F S S M Tu W Th F S S M Tu W Th F S
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
6 7 8 9 10 11 12 6 7 8 9 10 11 12 6 7 8 9 10 11 12
13 14 15 16 17 18 19 13 14 15 16 17 18 19 13 14 15 16 17 18 19
20 21 22 23 24 25 26 20 21 22 23 24 25 26 20 21 22 23 24 25 26
27 28 29 30 31 27 28 29 30 31 27 28 29 30 31
October November December
S M Tu W Th F S S M Tu W Th F S S M Tu W Th F S
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
6 7 8 9 10 11 12 6 7 8 9 10 11 12 6 7 8 9 10 11 12
13 14 15 16 17 18 19 13 14 15 16 17 18 19 13 14 15 16 17 18 19
20 21 22 23 24 25 26 20 21 22 23 24 25 26 20 21 22 23 24 25 26
27 28 29 30 31 27 28 29 30 31 27 28 29 30 31
Schedule.Beth & Katie:- January 1 - Begin work on bold full time
Magazine Schedule:- April - Bold 3.0 delivers at KBIS- October - Bold 3.1 is uploaded online only
Blog Schedule:- March 30 - One month of posts are complete and ready to publish- April 14 - Blog goes live - Blogs are posted three days a week - Three months of the editorial calendar are planned
objective: cornerstones:
blog details: magazine details:
Expand Bold magazine as an
integrated content strategy
to embody and communicate
Kohler’s position as an explorer
of bold aesthetics and design,
and a champion of bold living.
Design & Home Trends
Technology & Innovation
Material & Color
Sustainabilty & Social Issues
60% Architects & Designers
20% Consumers
10% Showroom Associates
5% Builders & Remodelers
5% Plumbers
audience:
Articles
AaVideos Quotes Slideshows Recipe Cards
recipes
Historical Posts Mood BoardsBook Reviews The L’trine
Hi!
Bold Personas
approvals & approvers:
Permission to:
- Expand bold to blog
- Print bold just once at KBIS
- Produce digital version of 3.1
- Explore bold as an app
David Kohler
Natalie Black
Michael Mueller
Steve Bissel
Daniel Brohn
- Posting schedule; posts start April 14th
- Post three times a week
- Respond to readers comments and questions
- Post should fit one of the ten categories above
- Each category has its own template
- Templates need approval by the end of January
- Look will closely follow look from magazine
- Three months of editorial is planned before
first post is made on April 14
- Posts are completed one month in advance
- Initial three month calendar is composed of
Bold 3.0 articles and “hopper items”April
S M Tu W Th F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
October
S M Tu W Th F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
calendar:
team:EXECUTIVE TEAM:
- James Sandora- Tristan Butterfield- Arnold
EDITORIAL TEAM:
- Beth Bretl- Katie Begalke
IDEA TEAM:- Nancy Yusko- Megan Gordon- Patrick Fox- Donna Church- Mark Bickerstaffe- Peter Oesch- Tristan Butterfield- Joe Azzarello- Theresa Millard- Shannon Friedel- Barry Glasford- Jo Brown- Betsy Froelich- Michelle Penasa- Dave Hillebrand- Matt Barens - Mark Thiel- Angela Miller- Chef Richard Palm- Peter Clemens- Matt Bauer- Jean Kolb
Bold 3.0
- 5 New articles
- New product portfolio
- New Subsidiary Ads
- Keep but enhance Direxion page flipper
- Reduce print quantities for KBIS and showrooms
- Explore reproducing magazine as an app
Bold 3.1
- Three to Five New articles
- Updated product portfolio
- Direxion page flipper only
our final takeaways:BUSINESS BENEFITS
- Supports our position as a bold, design lead company
- Platform to talk specifically to designers and architects
- Establishes our presence in the digital marketplace
- Gives bold magazine content a longer shelf life
PERSONAL BENEFITS
- Keeps us engaged by allowing us to work on a project that we love
- Challenges us to expand upon our knowledge, talents and skill sets
(ie. leadership, financial acumen, transitioning from print to digital,
implementing a measurement system)
- Keeps us current on design and digital trends as well as consumer interests
- Gives us the opportunity to interject ourselves into the design culture
- Allows us to collaborate with departments outside of communications
January
1Beth and Katie go to bold full time!
I’d rather be a failure at something I love than a success at something I hate. – George Burns