Marmot: "Fall In Love With The Outside" Road Tour
Launched a nationwide road tour and grassroots pint night series to help raise money for local conservation and celebrate the outdoor lifestyle.
Dubbed the Marmot + RootsRatedFall in Love with the Outside Road Tour, the pint night series included over 25 in-store events held at top specialty outfitters across the country. In 90 days, over $22,000 was raised for non-profits of the retailer’s choosing.
Accompanying the in-store events, which included trivia, contests, and live music, there was also a digital micro site that highlighted the selected tour route, a photo gallery from the road, ongoing speed-tent-pitching contest results, and an insider’s guide to every national park in America.
Deaigned, managed partnerships, oversaw event marketing, and drove the campaign car to every event without a speeding ticket, dent in the vehicle, store complaint, or a simple traffic violation.
Seasonal Campaign Direction and Product Launches: ex- Crossover Hoody
Being cold or uncomfortable shouldn't hold you back from the activities you love to do and the places you enjoy recreating in. Designed by outdoorsmen for outdoorsmen, Free Fly Apparel created the trusty Crossover Hoody with your passions, favorite activities, and performance top of mind.
Influencer product seeding, ambassador validation, photo/studio custom content, user-generated photos, customer testimonials, and 3rd party press were leveraged to help tell the why and what behind the new men's product with the goals to showcase brand differentiation and drive in-store and online sales across North America.
COVID-19, DEI, Climate
Worked with the Aspen Skiing Company executive, digital, and public relations team to create reactive messaging based on the shifts of COVID-1, Racial Justice, DEI, and wildfires, and climate crisis'.
Quickly pulled together copy and visuals to distribute timely posts across Aspen Snowmass' social media channels. Worked on the fly to design and curate unique visuals due to lack of any support content in the existing company archive.
Per the pandemic, informed guests on the actions that we were taking to keep the resort safe and open. Set expectations for the in-resort experience while maintaining brand standards. Helped build a content campaign titled: "We Kept Climbing" to highlight community efforts to stay strong during the uncertain times.
Promoted the company's stance on inclusion through "Black Out Tuesday", Juneteenth, Facebook boycots, and on-going hosting and marketing of diversity.
Oversaw guests comments and replied in a timely and polite but firm manner, communicating our stance and why behind each issue.
Community: Free Fly Apparel Ambassador Program
Anglers, surfers, pit masters, outdoor enthusiasts, and a down right great group of friends and family. The seasonal Free Fly Ambassador program was designed to embody the adventurous spirit that the brand supports. They are a critical part to the company through product development/feedback, content creation, and community activation.
The project included seasonal activation of 20 ambassadors located across North America. On-boarding, website features, social spotlights, and inclusion on product testing and content creation brand trips.
To further involve ways for the brand's community to be included, a college ambassador, VIP customer, and influencer program were seperatly built and impletmented.
Action Sports: Going For GOLD at WINTER X GAMES
For 20 years X Games Aspen has provided the stage for the world’s most talented winter sports athletes to achieve their greatest dreams. In 2021, Eileen Gu booked her place in the history books, and it was a true pleasure to welcome her through social media coverage, content production, and live sports marketing through the Aspen Snowmass and X Games social media channels.
Delieverables included brand positioning for the event, on-going content creation, content creator management, and social distribution.
Contest: Climate Hero Trip Giveaway
Helped develop an engaging splash campaign for Aspen Snowmass to encourage guests to share their Climate Hero story and be entered to win a trip to Aspen Snowmass. The trip included a visit around the resort, time spent with the sustainability team, and of course skiing. Submitted content was used to repurpose in marketing efforts and to grow the Aspen Snowmass email list and social channel followers.The contest gave the ski resort a diverse opportunity to talk about a key issue to them: Climate, during a busy season that generally is heavy in just recreational snow sport activity and in-resort messages.
The campaign included creative strategy, digital launch, on-going marketing, closing, and hosting of the selected individual.
Business Creation: Give YOUR GEAR A NEW LIFE
Outlaw Donkey was an outdoor apparel consignment retailer. Through their unique program they provided effortless consignment within the outdoor apparel industry, promoting sustainable consumption and awareness of the product life cycle.
Projects included our full suite of creative services: business development, brand strategy, creative production, and on-going marketing.
Influencer Marketing: A$AP FERG x BURTON x REDBULL
It's not every day that a beginner snowboarder is guided through his first run by an X Games Gold Medalist. But then, A$AP Ferg isn’t your typical beginner snowboarder.
In the 2021 winter season, we helped the Elk Camp Meadows Beginners Center play host to Burton team riders as they introduced A$AP Ferg and company to the world of snowboarding. From their first ride up the magic carpet to a celebratory freestyle rap on the deck at Elk Camp, the collision (literally) of the worlds of snowboarding and music was a perfect example of Aspen Snowmass at its best—a crossroads of sport, nature, art, and culture.
Creative Direction: Mobile App: ROotsRATED
Flooded with helpful reviews and inspiring photography, the RootsRated app sourced local grassroots knowledge to offer the most up-to-date, verified information on the best outdoor adventures. We designed the app to share over 4,000 adventures in 61 U.S. cities in less then 3 years.
People didn't want to waste time researching where to go outside. They wanted to get outside – immediately. Our app made it easy to discover memorable outdoor adventures. Because our content was written by local experts, RootsRated visitors could trust that the reviews were accurate and timely. The mobile also mirrored a website platform and on-going marketing strategies to stay top of mind with the audience and attract new users and revenue partners.
An identity and UX system was designed and accompanied by a go-to market and on-going communications strategy through press validation, social media, custom content, and event marketing.
Product Launch: Meet The Fleece
Warm, cozy, and comfortable. Managed the lifestyle and studio asset development for Free Fly's new fleece collection. Ensured that all color ways were shot and styled for asset usage on website, email, paid advertising, and organic social media. Created a product storytelling narrative to balance the technical features of the item.
Marketed the product throughout the season, staying top of mind with customers depending on their buyer's journey through paid and organic efforts.
Community: Best Catch Contest
The first annual Free Fly Best Catch Contest received hundreds submissions from around the world. With so many solid choices, we left the final decision up to the brand's community and put it to a vote.
The campaign included strategy, launch, on-going marketing, hundreds of submissions, audience engagement through voting, ambassador activation on an internal judging panel, and awarding a trophy to the winner to take home for a year with plenty of bragging rights.
Creative Direction: In-Store iPad Outdoor Recreation Kiosks
Initiated an on-location iPad Kiosk program for partner retailers, sponsoring brands, city chambers and convention centers. Shoppers and visitors could access RootsRated.com through a customized iPad app, uniquely developed for each location to highlight staff picks for nearby outdoor activities and destinations, as well as the store’s event calendar and profiles of the store’s expert staff.
The RootsRated iPad was installed in a freestanding Kiosk, which could be used as part of a brand’s merchandising display or as a stand-alone information center. Over 20 retailers across the United States hosted the kiosk on their floor and used in daily interactions to help their customers find places to get outdoors nearby their brick and mortar.