Index With sixteen bullet points listed in our

“Threads Company Retreat” presentation as either goals, strategy, focus of

resources, website, showroom and sales as just a few examples of those we addressed

in Arizona together. In this plan the sixteen items are addressed with

deliverables and details.

E-PK•  Clean, refined, edited e-pk with a clear mission statement.

–  STATUS: •  The e-pk is complete and looks fantastic. It has been garnering a

very positive response •  During the meeting in AZ, we discussed adding a mission statement

to the book per the showroom’s suggestion. •  We will address this but our strong relationship with the showroom

is an indication that our e-pk is serving us just fine currently which is great.

•  However, we should definitely have a mission statement and reinforce it as often as possible. And Tracey what you sent over the weekend is GENIUS.

Inspire, Empower, Impact •  And the words even look good near one another so it would look

great even on the back of the e-pk/look book at some point down the line.

Blog Outreach•  We have reached out to bloggers on a very light level until

our social media and website are cohesive and representative of the brand. However, the e-pk looks beautiful and these particular bloggers have always been fair when I’ve worked with them in the past usually let us pick the photos and practically write the story. This is the list of those we’ve contacted thus far:

*Ecco Eco *Eccouterre *Magnifeco *Treehugger *BrightYoungThings *EcoChick *Eco Fashion World ehu *The Square Project *Fashion Me Green *Label Gazer *Eco Textile *Organic Exchange *Ethical Fashion

Forum *Source 4 Style *Mission Savvy *Kaight *Beklina *Jute and Jackfruit *Eco Citizen *Found Future *Sodafine

Print Outreach•  Because these publications secure their editorial 3 and

in quarterly publications sometimes 6 months in advance of hitting the shelves, I felt safe contacting the higher ups at the mainstream high fashion magazines such as Vogue, Elle and the like as well as eco/sustainable mags like Natural Living and Green magazine. Finally, my main contact at WWD and I are now in touch about Threads with the e-pk having reached her as of today. A feature in WWD is a everything to a brand for so many reasons but specifically in the Tracey Martin brand case, it would be a perfect way to tell your story to a huge audience that you wouldn’t otherwise have access to.

Intermediary sales structure •  While we lie in waiting for the green light from the

showroom to pick us up as one of their brands, and/or to receive word from our second option in the Cooper Building, I thought we should enact a similar back up plan to that of our resort chain strategy.

•  Create a database of stores of interest to carry the brand based on their demographic, brands that they carry, price points, locations and so on and so forth.

•  Garner buyer info, send appropriate documentation over or visit the store and set an appointment with the buyer.

•  Since we discussed having a possible intern for now, we can have he/she creating lists like the aforementioned, making initial calls, sending out e-pk’s etc…

Brand Ambassadors •  New name for those exemplary individuals we “gift”

–  Create a responsibility on the part of the celebrity to thank Threads on social media garnering more followers by coining them as brand ambassadors due to their social responsibility.

–  A sense of urgency is also important in conjunction with the gifting, showing that they have bag 1 of (x) amount produced at this time, giving them all the more reason to brag.

–  Including a nice note with subtle verbiage about how to speak about Threads on social media is way to get the “brand ambassadors”/celebrities/social leaders involved and understanding this is a promotional gift.

–  See next page for a well done example by OUAI hair care (pronounced the way), launched this past month by celebrity hairstylist Jen Atkin. •  Her first batch of 100 boxes of hair care essentials went out to her VIP/

celebrity clients and was branded beautifully with a note giving recipients instructions on how to thank her for the gift online.

•  This insert is a very cost effective follow up to our initial outreach which should include wording similar to that of brand ambassador. –  An example of how I would pitch it for future gifting would be

something along the lines of the following and includes some of the newly formed brand messaging Tracey sent recently with Inspired, Empower, Impact in bold.

Dear Kris,

I’m so excited to finally share my very own 1st collection of OUAI with you- one of my very own VIP’s!

Test it, gram it, snap it, smell it, make sure to tell you friends you are #ouaiaddicted! Can’t wait to hear what you think and make sure to follow us @theouai! Thank you so much for your support! Xx Jen Atkin Available for purchase Feb 1st on theouai.com (discount information)

Showroom Update •  Aesthetic movement representation update •  A/M as they call themselves are interested in representing

Threads of Evolution nationally. They wanted at least eight pieces so we are good there. They love the e-pk, for future they asked if we can just have the cover along with the product pages with the simple mission statement atop.

•  What we have provided works fine for the purposes of their decision making. Our “project manager” is out of the office so we are awaiting her return to see what our next steps are. –  This is where I have set my own internal reminder to follow up –  However something similar to what Matt mentioned would be a

great idea given how many irons we have on the fire currently (a project management type solution that is a step above google docs)

–  Dani, who I am working with at A/M said that they do work with most of the major chains of hotels/spas/country clubs and so on. She advises that once our project manager returns and makes her decision, obviously you both can give her the once over and decide if Threads will be fully represented.

Social Media •  Going with our decision in Arizona to take social media and

continue to run it under our marketing team internally, various campaigns come to mind.

•  Emeraldduv being the most current. I pitched to them that we shoot again as they have millions of followers and we use the Weekender.

•  Because both of the Emeraldduv CEO’s have children it would make for a great photo to have strollers and kiddos with a close up of the bag and some emeraldduv clothing along with baby items in the bag.

•  The idea is that the bag can take you from day to night, from the park to the party.

•  A way to tie us into the world of baby with this diaper bag type of item would be a charitable donation to a worthy cause helping children from both brands, and I suggest Baby2Baby.

Baby2Baby

•  Baby2Baby provides low-income children ages 0-12 with diapers, clothing and all the basic necessities that every child deserves.

•  By distributing to over 88 non-profit partner organizations including homeless and domestic violence shelters, Head Start programs, and children’s hospitals, Baby2Baby will serve more than 125,000 children this year.

Graphic designer •  After that layout, it is a good time to bring up

my good friend Adam Bice, the graphic designer who I spoke with you both about.

•  I had a talk with him and he charges $100.00 for a social media campaign, that usually includes Instagram, Facebook, Twitter, Pinterest, Snapchat, etc…

•  For individual layout posts he siad it dpeneds but he is obviously very reasonable and available although this is he does have a dayjob as a graphic designer in house somewhere.

Social Media Stores •  I have contacted an old vendor of mine Danny at Intact Info.

They specialize in SEO enhancement. He is putting a proposal into place for Instagram ads, Facebook ads and the like.

•  He can show us cost per click on these newer forms of advertising versus impressions and if we give him a budget he can obviously work with any number and give us the maximum leverage with less than one would imagine having to spend.

•  They are LA based and usually like to meet, I told them we would speak about them as I have found it to be less expensive to work with them than to place ad buys online myself.

•  I hope we have an opportunity to work with them just for the proposal alone, it is a thing of beauty.

•  I will get your thoughts on our call, perhaps they will be in Arizona at some point?

Print Publication Outreach •  The e-pk has gone out to the top editors at publications

best suited for Threads of Evolution. •  These too are majorly dependent upon follow up and will

lead to the last page of that which will be about management of projects and follow through.

•  While I am used to managing PR, when we add other elements, it might benefit us to have a user friendly, company wide/easily visible log for us to input projects, due dates, and get reminders for follow ups.

•  For now I will stick to my system for all items in this presentation however after reviewing google docs, I do not think it will do the trick.

•  Where is Casey with that? •  Next page is just a snippet of the many editors reached

DeNicolo Allure Magazine Allister Boho Magazine Bardin InStyle Bass OK! Bleier Long Real Simple Burniske Access Hollywood Christie WWD Costello Resource World Magazine Crocker Resurgence & Ecologist Magazine DeMolet Cosmopolitan Magazine Finnegan The New Yorker Folster National Parks Magazine Foster Daily Candy Grannum Happening Now Gray The New York Times Guarantino Green Magazine Jensen Organic Spa Magazine Kleiner Rolling Stone Magazine

Parks The Village Voice Rosenbaum E! News Rosengarten Harper's Bazaar Sanson The Green Parent Magazine Seay The Wall Street Journal Sieck Organic Life Magazine Smith New York Post Tupker VOGUE Tzortzis Huffington Post Van Dyk TIME VanZanten W Walsh Woman's Day Zuckerman People

Focus on website overhaul •  As we discussed, for now I will be doing the cosmetic

portion of the website changes once I have the login information for wordpress.

•  That will include imagery that matches that of our newly formed collateral as well as brand messaging, mission statement etc…

•  We can hit our biggest bloggers once we have this finalized as we can share our site with the knowledge that a.) people are able to buy quickly and easily and b.) our message is clear

Hone in on database •  With 150,000 to 160,000 women in a database ready to

be marketed to, this is the time for us to decide our messaging and send it out via newsletter.

•  We can combine the beauty of the e-pk with the verbiage of our newly formed brand messaging, definitely a philanthropic tie-in, and a really well described brand story and message.

•  As long as we have new imagery per season and on a fresh and current basis with sales and Tracey Martin news, these newsletters if sent out strategically and not so often that people are annoyed would obviously be a genius marketing plan.

Marketing boat •  With the marketing boat manned so to speak as long as

we agree on the strategy we have devised, the priority, and we find a calendar that works for sharing and reminding team members I feel confident in saying that I can manage this while you Tracey can focus on public speaking.

•  If all continues to go well, I will be managing the showroom, sticking to pre-planned social media campaigns that our graphic designer has already laid out, establishing partnerships based off of our showroom and utilizing that for social, and constantly updating our collateral, finding new opportunities, and so on and so forth.

Post Arizona, this is the plan we have devised. Almost all of the items are in motion, we just need to decide on a calendar software and add

those that aren’t currently in motion with deadlines attached and we will be off and

running.

Thank you!