The Program Pitch Deck: Forum Snowboards

BRAND PLAN

PROFESSIONAL SNOWBOARDING.

Mantra

FORUM THE PROGRAM* BRAND PLAN

The

board ofdirectors.

Peter Line Jake Welch Andreas Wiig Nic Sauve Pat Moore Stevie Bell

FORUM THE PROGRAM* BRAND PLAN

2

62

22

64

38

66

48

68

The Brand

Retail

Values

Movie

Brand Attributes

Team

Essential Product

Operations

contents.

/ 1THE PROGRAM* FORUM BRAND PLAN

2 / / 3 FORUM THE PROGRAM* BRAND PLAN

Our Mission

FREESTYLE SNOWBOARDING IS OUR FOCUS. WHETHER WE’RE RIDING AN URBAN ROOF GAP, A HUGE PARK JUMP, OR A BACKCOUNTRY WEDGE; OUR SPECIFIC PURP- OSE IS TO RAISE THE GAME.


pushing yourself and your team to the next level.

Noble Pursuit


forum continues to set new expec-tations for what freestyle snow-boarding is.

Vision Narrative

/ 9THE PROGRAM*8 / FORUM BRAND PLAN

OUR product and team ARE respected and sought after becaUSe of the clear focus and DIRECTION for the brand.

Vision Narrative


Vision Narrative

sticker test: forum brand stickers can be found on boards, bumpers, and helmets throughout the burton and snowboarding communitIES.


youngbloods:the best local riders from each region in north america and around the world ride forum.

Vision Narrative


PREMIUM(FEATURE RICH)

INVITE(LIFESTYLE)

INVENT(PERFORMANCE)

PRACTICAL(BUDGET DRIVEN)

Freestyle focus.

Position


Core Market

YOUNGER RIDERS (UNDER 25), WHO ARE FOCUSED ON FREESTYLE. THEY HAVE A PERSPECTIVE & ARE EDUCATED ABOUT SNOWBOARDING & KNOW THAT THEY WANT TO BE ASSOCIATED WITH THE BRAND, TEAM, & PRODUCT— EVEN IF THEY’VE NEVER BEEN ON a BOARD BEFORE.


Unique Selling Proposition

SET NEW EXPECTATIONS FOR THE SPORT THROUGH GAME-CHANGING RIDING BY A HERO-LEVEL TEAM.

THE FORUM MOVIES have ALWAYS SHOWN EACH MEMBER OF THE FAMILY PUSHING EACH OTHER TO RAISE THE GAME.



FREEDOM.Values

Creativity and imagination.


FUNNER.Values

More fun than anyone else.


TEAM.Values

stands for team.


HEROES.Values

Do the impossible.


Focus.Values

Urban, park and freestyle.

Urban

Park

Freestyle


PROVOCATIVE.Values

Forum or against ‘em.


iconoclastic.Values

Destroyer of convention.



EVEN PRODUCT COMES AFTER TEAM IN THE HIERARCHY OF COMMUNICATION. THERE MUST BE AN EVEN STRONGER CORRELATION BETWEEN TEAM & PRODUCT.

Brand Attributes


Brand Attributes

WE MUST CONTINUE TO LEAD THE WAY WITH OUR MOVIES, BUT HOW WE DO THOSE MOVIES IS AN OPPORTUNITY FOR CHANGE & RENEWAL.


Brand Attributes

SIMPLICITY, CLAR-ITY & FOCUS OF BENEFIT MUST BE THE HALLMARKSOF THE PRODUCT STORY— NOT OVER-TECH, OR PRICE, BUT BENEFITSDRIVEN BY TEAM.


Brand Attributes

IS THE SIGNATURE OF THE BRAND— IT MUST BE RESERVED TO IDENTITFY the STYLE & creativ-ity OF FORUM.



boards.The


bINDINGS.The


boots.The


custom apparel.The


BASICS.The


Professional Snowboarding Product

PRIORITY 1.· Developtechwithclear,simpleanddirectriderbenefit. PRIORITY 2.· Continue to develop and progress our women’s story.

PRIORITY 3.· Develop complete glove story for 2014 that supports

Special Blend and Foursquare.


Retail

PRIORITY 1.· Developfixtureprogramforconsistent

hardgoods delivery. PRIORITY 2.· Take ownership over online retail

experience:bothoursandourdealers.

PRIORITY 3.· Cross-merchandise:softgoodswill

energize hardgoods.


Movie

PRIORITY 1.· Utilize movie promotion and energ y to push

product and sales. PRIORITY 2.· Develop future movie delivery platform (app).

PRIORITY 3.· The movie is still the best opportunity for

the team to be a team.


Team

PRIORITY 1.· Inject team into product creation cycle. PRIORITY 2.· Team communication must lead all

other marketing.

PRIORITY 3.· World Premiere Movie Tour is our opportunity

to connect the team with their fans.


Operations

PRIORITY 1.· Implement new product creation cycle for 2014. PRIORITY 2.· Clear 2012 inventory.


PROFESSIONAL SNOWBOARDING.

Mantra


FORUM BRAND PLANInternal Use Only © 2011

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The Program Pitch Deck: Forum Snowboards