[CAITLYN

LOWER]

CAMELBAK
2000 S. McDowell Blvd, Suite 200 Petaluma,CA 94954 United States
www.camelbak.com

Table of Contents:
Executive Summary|2
Research Synopsis|3
Situation Analysis|8
Goals| 10
Target Audiences | 11
Strategies| 14
Tactics| 16
Media Plan| 21
Timeline| 25
Budget| 28
Evaluation| 29

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Executive Summary

Walking is something that CamelBak as a company prefers. They are the outdoors

people, the people chugging a water bottle as they climb the Rocky Mountains, and the
people you would never expect to see outside. Walking away from this communication
plan, youll know CamelBak is designed to suit every lifestyle. From racing a bicycle across
an expansive desert to jumping with excitement as your favorite artist appears on stage,
CamelBak has got your back.
The research synopsis will cover background information like: an overview of the
organization, their mission statement, the history of CamelBak, their products, their
projects, their team and more. This will also introduce the Aventuur, the newest music
lifestyle backpack.
The situation analysis will examine the research, provide a SWOT analysis, and
determine the products potential for success. The Goals and Objectives will introduce the
ideas behind the product introduction and the direction of the product launch. The target
audiences will identify the primary, secondary and tertiary audiences, and within these, the
demographics, geographics, and psychographics. Strategies will help narrow and connect
the audience and the idea behind the Aventuur, and tactics breakdown the Launch Event
plan and the media necessary. The timeline breaks down the Launch Event, which is held at
a major music festival, and the costs associated with it are introduced in the budget
afterwards. In the evaluation, we understand the tools used to break down the success of
the communication campaign.

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Research Synopsis
Overview
Questions for Company:
1. What is your background; what was the first product?
2. How have you rolled out products in the past?
3. What are some of your fundamental values as a company?
4. What would you consider to be your strongest values?
5. Who do you consider to be your target audience for each type of backpack?
6. Have you worked with not-for-profits?
7. Have you worked with music festivals in the past?
8. Who would you consider your biggest competition?
9. What is your price point, and how did you establish this?
10. What would you contribute your success to?
11. How do you plan to continue the success of your brand?

Product Questions:
1. Why is this necessary?
2. What are some of the backpacks you already have available that would be
comparable to your idea?
3. What will be the features of the product?
4. Who is your target audience?
5. Do you feel you have a strong enough customer base for it?
6. How does the product fit into the CamelBak brand?

CamelBak Products, LLC manufactures and sells hydration solutions. The company
offers personal hydration gear solutions; products ranging from hydration packs to
reusable bottles and individual UV purification systems. Its products include packs for bike,
outdoor, run, winter, watersports, daypacks, and military/tactical applications; and
everyday/outdoor, sport/bike, filtering, insulated, stainless steel, and glass water bottles;
and accessories, including reservoirs, reservoir accessories, bottle parts, bottle accessories,
replacement filters, cleaning kits, pack accessories, and military/tactical. The company sells

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its products through distributors in Africa, Asia, Canada, the Caribbean, Central and South
America, the Middle East, the Pacific, and Europe.
CamelBak has built its reputation by engineering products that exceed consumer
expectations for quality and durability. The Got Your Bak Lifetime Guarantee covers all
reservoirs, backpacks, bottles and accessories from manufacturing defects in materials and
workmanship for the lifetime of the product.
CamelBak also has a really strong background in social responsibility. One of the core
values is We give a ____. They believe it isnt a just business sense, its common sense. They
focus on the materials they use and how everything they make effects the community.

Mission Statement
To continuously reinvent and forever change the way people hydrate and perform.

History
CamelBak was founded in a tube sock. In 1988, cyclist Michael Eidson was
competing in the "Hotter'N Hell 100, a 100-mile race through the summer heat of Wichita
Falls, Texas. Eidson, an EMT, decided to place a tub sock full of water in his backpack to
prevent pit stops, and the idea of hands-free hydration was born.

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Products
CamelBak Products, LLC manufactures and sells hydration solutions. The company
offers personal hydration gear solutions; products ranging from hydration packs to
reusable bottles and individual UV purification systems. Its products include packs for bike,
outdoor, run, winter, watersports, daypacks, and military/tactical applications; and
everyday/outdoor, sport/bike, filtering, insulated, stainless steel, and glass water bottles;
and accessories, including reservoirs, reservoir accessories, bottle parts, bottle accessories,
replacement filters, cleaning kits, pack accessories, and military/tactical. The company sells
its products through distributors in Africa, Asia, Canada, the Caribbean, Central and South
America, the Middle East, the Pacific, and Europe.

Projects

As a winner of Outdoor Industry Awards Best Retail Co-Marketing Campaign

during the Austin City Limits Music Festival and the Outdoor Industry Award Best Cause
Marketing Campaign for their Ditch Disposable campaign at multiple music festivals,
CamelBak has taken a higher interest in making every music festival more sustainable.
According to their Facebook, they have saved 2,014,655 disposable bottles of water from
landfills at this year's festivals: Austin City Limits, BottleRock Napa, The Governors Ball,
The Hangout Beach, Music and Arts Festival, JazzReggae Festival, Firefly Music Festival,
Lollapalooza and Wanderlust Festival in their ditch disposable campaign.
CamelBak has also worked with Water.org in the Give Bak the Gift of Water
campaign, which was dedicated to raising $50,000 to provide clean water for people in

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need. In this campaign, they are educating people on the water crisis, helping people
understand if they are water-wise and asking for donations of $25 to provide one person
with clean water for life.

Competition

While CamelBak is one of the most well-known backpack hydration systems, it is not

one of the few. Teton, Ledge Sports, Ispeed, Outdoor Products, High Sierra and more are
some of the biggest competitors for CamelBak. Almost all of their available products are at
a lower price point as well, ranging from $19.99 to $69.99, which may draw some of the
target market from CamelBak. The lower price point may also deter consumers because of
the quality associated with the higher price of CamelBaks products, which is indicated
through the lower ratings of each competitors on websites like Amazon. Most of the
competitors products have 3-or-4 star ratings, while most CamelBak products have earned
a 4.5-to-5 star rating on every product available. CamelBak also has higher brand
recognition because of their quality and range of products.

Target Audiences

The current attitudes of consumers are consistently positive, which can be

associated with their 5-star reviews on Amazon, as well as their 5-star rating by 12,000
Facebook users and 4.5-star rating by 3,400 Facebook users. They have 225, 369 likes on
Facebook total. The largest amount of compliments made is regarding their quality and the
warranty associated with every product:

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I bought my first camelbak one year ago and use it daily. I was disappointed when the lid
started leaking and my mouthpiece wouldn't stay closed and I decided I wasn't going to
buy from camelbak again. Thankfully I looked into the warranty and decided to submit a
claim for a replacement lid, but I assumed that such a big company would never get around
to my little complaint.

Three days later, a brand new lid was waiting for me in my mailbox when I got home! Talk
about awesome customer service. Camelbak won me over and turned me into a loyal
customer! Ashley Skala, a reviewer of CamelBak on Facebook, the review achieved 53
likes.

The People
Sally McCoy is the President and CEO at CamelBak, and she
has been the president since 2006. She has previously worked
with The North Face, Silver Steep Partners and Sierra Designs, and
she graduated from Dartmouth College.
Christ Strain, Chief Marketing Officer, has worked with
Pepsi, Mountain Dew, Vans, Rehab Beverage, HIC Suncare, and K2
Suncare, and he has been the CMO since 2010. He graduated from
the University of Texas, and works from the San Francisco Bay
Area.

Product Description

The idea is a backpack. Already done, right? Not quite; CamelBak hasnt accessed

one of their largest audiences: music festival attendees. The backpack, the Aventuur,
would be lightweight and durable, and it will be built to survive the sweaty surroundings,
unbearable heat, freezing temperatures and the impossible amount of dirt, without
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overheating the water or the wearer. The idea is an easy to clean backpack with cooling
packs along the backside, where the backpack can either be frozen or the wearer can insert
mini icepacks pre-frozen. While this is similar to what Camelbak already provides, the
Aventuur will be a smaller and more stylish version. It will be a canvas-like material that
comes in assorted colors of mint green, blue and white stripes, an Aztec pattern and an
ombre of orange. The backpack will also feature a hidden pocket in the strap for ID cards,
credit and debit cards, cash and anything else that would need to be immediately available.

Situation Analysis
Potential for Success

The Aventuur would be introduced into an unsaturated market that is already

influenced and recognized by CamelBak, so the potential for success would correlate
positively. There arent any backpacks that are efficient, stylish and light in the market
currently, and the only other backpacks who can claim to be the largest competition would
be CamelBaks own products.

From the research, CamelBak is in the perfect position to breach the music festival

market with a brand new product.

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SWOT Analysis

Stengths

Weaknesses

Brand Awareness
Quality of Product
Life:me Gaurantee
Social Responsibility Projects
The target audience already
recognizes the brand
CamelBak already has a
presence at the music fes:val,
Aus:n City Limits

The price point may be out of

range for some fes:val
aHendees
Fes:vals may lose popularity
Compe:tors products may gain
popularity

Opportuni:es

Threats

It's amarget that hasn't been

breached in the same approach
Expansive new product line
Inuence at more music
fes:vals
Rela:onship with large
produc:on companies could
prove to be asset
Less dispoable water boHles

Compe:tors with similar

products, usually cheaper
Inability to have customers
switch to new backpack
because of guaranty on already
owned backpack

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Goals

To encourage a safer environment through hydration and keeping cool in typically

scorching environments
o Objective: Reduce hydration related incidents by 20% by the end of the next
fiscal year

To generate conversation and awareness regarding the need for hydration and
water stations at all music festivals
o Objective: Increase use of water stations by 15% at each partner music
festival

To enhance the CamelBak brand image and relationship for the target audience
o Objective: Increase media coverage regarding sustainable efforts by 10%

To develop a stylish backpack that will appeal to festival attendees across the United
States and influence a behavior change
o Objective: Sales of Aventuur that are above break-even by 15% within the first
six months of its release

To promote the release of the Aventuur and build a campaign surrounding the
release
o Objective: Increase awareness of its release by 40% within the target
audience

To develop a relationship with major event organizers

o Objective: Establish a partnership that will last for at least three years

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Target Audiences
Primary
The primary audience for the Aventuur would be split into two categories: festival
attendees that are more likely to be a consistent patron and previous CamelBak customers
that have similar tastes.
Demographics

The primary audience would be within an age range of 18 and 30, with the strongest

representation between 21 and 26 because of the disposable income and festival

attendance. After college, most people in mid-twenties will have a slightly larger disposable
income because of the lack of familial responsibilities. With an income out of college
anywhere from $20,000 to $60,000, depending on career path, a $100 investment in a
backpack will represent value for the financially capable that are interested in furthering
their music festival attendance. Most music festivals dont represent a large gap in the
male-to-female representation, so gender influence would mostly rely on remaining unisex.
Geographical
The primary audience will not have a specific geographical location because festivals are
spread throughout the country, but because the population demographics tend to rely on
20-to-30-year-olds, the largest portion of the audience will be located in cities with the
largest numbers of young population.
Psychographics
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Because each festival has varied types of music and visitors, the psychographics would
typically be sporadic, but the most popular music festivals tend to have similar genres of
music. Specifically Austin City Limits, TomorrowWorld, Ultra and Coachella either
incorporate or completely center around electronic music in their artist line up, and each of
these are inclined to have the largest number of the target population. The audience as a
whole would have an interest in the backpacks intended purpose: a stylish and efficient
hydration and storage system for a festival-like setting.
Consistent festival attendees would be a primary audience because they will be the
consumers that find the backpack to be an integral part of the experience. This audience
will understand the necessity of consistent hydration, while also appreciating the extra
space for storing items that may be needed throughout the day or night. The audience will
also be narrowed down to an audience that is more likely to attend festivals that are longer
than one day; this is because the reusability and durability will be more efficient at longer
festivals, where water stations are typically provided. CamelBak already even provides
water stations at Austin City Limits.
CamelBak consumers that already have a backpack but use the backpack for a similar
purpose are a necessary psychological portion of the primary audience because they are
familiar (and typically happy) with the brand. Earning a customer is much more difficult
than sustaining a customer, and if a new CamelBak backpack is available that will be more
efficient in their purpose, their familiarity with the brand will help influence their decision.

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Secondary
The secondary audience will be the patrons that are a first time festival goer or someone
that prefers shorter festivals.
Demographics

The demographics would be largely the same as the primary audience, but with a

younger age range. First time festival attendees tend to be between 18 and 22 because
most music festivals require the minimum age of 18. People that are interested within this
age group will also be more independent financially and legally.
Geographics

The geographic location of the secondary audience will be closely related with

proximity to a college campus because of the influx of 18-to-22-year-olds.

Psychographics
A first time festival attendee is less likely to make a large expenditure if they are unsure of
the brand and the experience. While guides across the internet recommend a CamelBak
product, the audience may not be aware of the requirement of hydration throughout the
experience.
Shorter festivals are everywhere across the United States, with most being one day or two.
The shorter festivals tend to have fewer visitors, performances and free water stations.

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Because the festival is shorter, they typically have less of a concern with an eco-friendly
environment or a cost friendly environment. The patrons will be more willing to purchase a
plastic water bottle instead of the perceived burden of carrying a backpack.
Tertiary
The tertiary market will be consumers of CamelBak products as a whole. A regular visitor
to the website might see the advertisement for the Aventuur, and they may prefer the
backpack, whether it is for their intended purpose. CamelBak has products designed for all
types of outdoor activities, but their backpacks are also flexible in design to be used almost
anywhere.

Strategies
Key Messages
CamelBak suits every lifestyle. The idea of the Aventuur is for one person to walk
away from the launch event campaign believing that the Aventuur backpack is a useful and
stylish backpack that is designed to suit the festival lifestyle. They will understand it is a
canvas-like material that comes in assorted colors of mint green, blue and white stripes, an
Aztec pattern and an ombre of orange. The backpack will be an efficient way to stay
hydrated and store items for a long day of fighting off heat exhaustion from walking and
dancing through the expanse landscapes of music festivals, and CamelBak is a trusted
provider of backpacks, water bottles and other essential outdoors items.

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Strategies

Engage opinion leaders in the music industry with interaction through social media
and at the launch event

Communicate with our target audiences face-to-face through appearances and

events in popular environments, specifically music festivals

Utilize social media to communicate with our primary audience

Incorporate our communications in our partners social media accounts

Construct a relationship with a not-for-profit organization, Water.org, which is

associated with hydration, to create visibility and to enforce our purpose

Contribute a portion of our earnings with the Aventuur to the not-for-profit partner
organization (Water.org)

Secure a relationship with a music festival within our ideal target market to
communicate efficiently with our target markets

Establish a three month period before the music festival where promotional
materials regarding CamelBaks participation will be incorporated in the any contact
made with the attendees

Employ CamelBaks ability to engage the target audience through available water
stations

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Create an incentive to purchase the backpack through including images of the new,
more stylish backpack than what was previously offered

Tactics
Launch Event Plan Implementation
Background

The launch event will incorporate a partnership with TomorrowWorld, one of the

fastest growing music festivals in the United States. TomorrowWorld began in 2013 and
attracted 140,000 people, with 30,000 of those camping onsite. In 2014, TomorrowWorld
had 160,000 attendees from over 75 countries. The festival is held in Chattahoochee Hills,
Georgia, about 25 miles south of Atlanta. It features 150 artists within a wide range of
Electronic Dance Music (EDM). TomorrowWorld is the first festival to require a minimum
age of 21 to attend, which narrows the target audience to an age range between 21 and 26-
years-old.

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TomorrowWorld was chosen because of the timing, possibility of growth, and the

fantasy-like production. As a 3-day music festival and a 5-day camping experience in late
September, the time span will provide ample time to prepare and communicate. Because
the festival is only in the early stages of growth, TomorrowWorld provides the opportunity
to establish a relationship. Well-established festivals typically have partnerships and
commitments. The increase of 20,000 attendees in one year shows exponential growth and
the prospect of surpassing its mother festival, Tomorrowland. Tomorrowland attracted
400,000 attendees from 275 countries in 2014, and it is held in Belgium in early August.
Both festivals are known for their similar music genre, international recognition and
fantastic production, by ID&T and SFX. The stages, the campgrounds, the VIP areas, and
even the entrance gate to the festival are known for being eccentric.

TomorrowWorld is held at the end of Americas typical festival season. Most

festivals are held anywhere from early March to November, so the purchase of the typical
consumers would not need the backpack for almost six months. Instead of being a con in
the product launch, September is only separated from December by two months, and the
holiday season could provide a set up for the backpacks to be used as gifts.
Another benefit of holding the launch event party near the end of the season is that
most attendees will prepare for music festivals up to a year in advance. Advance tickets for
larger music festivals go on sale 8-10 months beforehand because of popularity and
logistical information.

The actual launch event will be held all three days of the festival. CamelBak will host

a water filtration tent station, the Atmosphere by CamelBak, with other amenities, where
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attendees will have access to clean water, cooling fans to escape the heat, solar-powered
outlets, and multiple reclining pods for rest in between their favorite artists performances.
Attendees will also have the chance to try on the Aventuur and view the different color
options available in person, which can be difficult otherwise because CamelBak does not
provide any physical locations.
The first day will provide an opportunity to receive an Aventuur and a backstage
pass to meet the headliner of their choice, by simply visiting the tent and completing a
guest card. The second day will feature multiple Aventuur giveaways, as well as, CamelBak
gift cards in different increments between $50 and $100. On the third day, attendees will be
offered the chance to enter once more and win an Aventuur of their choice.
The idea is to create a dream-like environment, with all of the reclining areas to look
like clouds and use the ceilings light fixtures to create a galaxy setting, instead of a simple
tent. CamelBak needs to create a space people will not HAVE to go to, but where they will
want to reenergize and spend time.
Goal

The goal is to attract the attention of the primary audience and to create a

conversation between CamelBak and festival attendees.

Objectives

To introduce the Aventuur at a well-recognized and growing music festival

To encourage a safer environment through hydration and keeping cool in typically

scorching environments

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To generate conversation and awareness regarding the need for hydration and
water stations at all music festivals

To enhance the CamelBak brand image and relationship for TomorrowWorld

attendees

To develop a stylish backpack that will appeal to festival attendees across the United
States

To promote the release of the Aventuur by increasing recognition

To develop a relationship with major event organizers, ID&T and SFX

Audiences

The launch event will be focused to the primary audience, music festival attendees.

At TomorrowWorld, the minimum age is 21, and the largest volume of attendees tends to
be between 21 and 24. The target audience will be from multiple parts of the world, but the
physical geographical location will be in Chattahoochee Hills. The audience as a whole
would have an interest in the backpacks intended purpose: a stylish and efficient
hydration and storage system for a festival-like setting.
Event Schedule
Set up beforehand included in Timeline below.

Responsibility
The responsibility will be broken up into relationship management, tent design and
organization, product and promotional alignment and media relations.

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Relationship management, handled by the Account Supervisor for Camelbak,

will focus on creating a strong and permanent relationship with both
production companies involved, ID&T and SFX, because they are major event
organizers internationally and to continue the partnership well past the
initial Launch Event. The relationship will be an essential piece to achieving
the first and most coveted prize, backstage passes to meet a headliner of
their choice.

Tent Design and Organization, handled by the Creative Director, will focus on
the feasibility of the Atmospheres aspects, while still achieving the most
relaxed environment possible. This space can be essential to a festival to
prevent overheating and dehydration, and it is essential for CamelBak to
spread Aventuurs name at the same time. The most important responsibility
is to achieve a balance between the two and maintain the idea throughout all
three days.

Product Alignment, handled by the Director of Content Strategy, will be

responsible for succeeding in promotion and marketing of the Aventuur
throughout the event. This will include promotional materials, product
interest, and tent interest. The major responsibility is to attract and inform
people.

Media Relations, handled by the Account Supervisor for CamelBak and the
Senior Social Media Analyst, will be held responsible for garnering the
interest of the media and sustaining it through media tours, interviews and

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more. This team will also be responsible for developing the digital marketing
and social media campaign.

Media Plan
Type of Media
The festival will already be covered by multiple types of media, but the CamelBak
station will be covered by two types specifically: print and local broadcast stations. MTV
news also tends to have a role in major music festivals, like Tomorrowland, so CamelBak
can possibly create an environment that may enhance MTVs interest in the Atmosphere
and the Aventuur.
Angle for Story
The angle for the story will be different for the different media used. For most major
publications, the angle will be CamelBaks commitment to hydration and safety of the
festivalgoers, while still providing a relaxing environment. For music-related publications,
the angle will be focused on the chance to meet the headliners.
Placement
The Atlanta Journal-Constitution will play an important role in media coverage
because of the recognition and proximity.
If MTV is involved in the festival, securing placement with the major network will be
the most relevant placement.
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Coverage

Media tours, photos and interviews will be set up beforehand and held before and

during the festival.

Social Media

Social Media will be an extremely useful tool because of the target audiences age

range. Facebook can be used in association with the TomorrowWorld page by posting
about the Atmospheres purpose of refueling and reenergizing, and the chance to win the
different prizes each day. This will create awareness beforehand without implementing a
strong corporation recognition. Twitter can be used to trend during the festival especially
because attendees will be able to charge their electronics in the Atmosphere. Because
aventuur actually means adventure in Afrikaans, a hashtag could be advertised throughout
as #AventuurintheAtmosphere. If the environment is ideal, Instagram would also be useful
in association with the hashtag and pictures posted within.
Launch Event Invitation
Because the Atmosphere isnt a typical invite-only event, the invitation will be
guided toward ticket purchasers. When a ticket is purchased, emails regarding different
updates with TomorrowWorld will be sent regularly to the purchasers, and CamelBaks
Atmosphere tent will be featured in one of the emails.

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Materials
Print Media/News Release

This will include the information regarding CamelBaks brand recognition,

durability, and the Aventuurs information to a smaller extent, but it will mostly focus on
the necessity of the Atmosphere and the possible prizes associated with it. The content will
include details on the CamelBaks desire to keep festivals safe, replace disposable water
bottles for a better environment and to see the Aventuur as a staple at every festival.
Media Advisory

The media advisory will have a similar role as the release, but it will be sent to the

most popular news station in Atlanta, CBS Atlanta, as well as, MTV. With both of these
media advisories, we will target broadcasters interested in a media tour and interview
beforehand and during the event. The pre-TomorrowWorld media tour advisory would be
for a sneak peek of the preparations behind TomorrowWorld and the Atmosphere. The
interview would take place during the actual festival and would feature an interview with
the winners of the backstage passes.
Backgrounder

The Backgrounder will focus on CamelBaks history with not-for-profits and music

festivals, and it will feature more information on other products offered. There will also be
a second Backgrounder providing information on TomorrowWorld; this will help the media
understand why CamelBak and TomorrowWorld partnered together for the product launch
event.
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Fact Sheet

The Fact Sheet will focus on the amenities provided by the Atmosphere, as well as

the features of the Aventuur. It will also provide basic facts regarding the attendance, the
health concerns, and more regarding the music festival culture.
Feature Story

The Feature Story can be focused on CamelBaks desire to eliminate disposable

water bottles, and their intention to get more involved in a green effort at one of the
fastest growing music festivals. The feature could also specifically focus on
TomorrowWorlds success, with a nod to CamelBak.
Photos

Photos will be essential to media for, during and after the festival. These will help

gauge the popularity of Launch Event.

Brochure

The brochure will be a part of the promotional materials for attendees as well as a

part of the media kit. It will be available at the tent to explain the details of the Aventuur
with pictures, prices and features.



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Web Page

The web page associated with the release event will be specifically attached to the

TomorrowWorld page, tomorrowworld.com, and this will be to inform people about the
Atmosphere tent throughout the three days with a nod to the Aventuur.

There will also be an Aventuur page on the CamelBak website associated with all of

the product details and release information.

Pitch Memo

A pitch memo will be sent to each of the featured media relations to attract their

attention and will have the same angle as each advisory and release.

Timeline
Time Frame

TomorrowWorlds 2015 dates are September 25 through the 27. Planning,

relationship building, and communication will need to begin on November 1 because of the
amount of logistics and communication required by all parties involved.

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Sequence of Activities:

Inital Contact, 11/1/14

Establish communica:on eorts with ID&T and SFX

Agreement and Contracted Partnership 11/10/14

Signed contractual agreement between all par:es to
establish the nature of the rela:onship.

Ensure communica:on abili:es with aHendees

Prepare Atmosphere Feasability 11/30/14

Hire designers to begin tent possibili:es

Establish amount of space need on fairgrounds

Final Design of Tent Approved and Promo:onal Materials Designed 1/15/15

Begin Promo:onal Design in assoca:on with
TomorrowWorld

Approval of costs and feasbility of tent

Promo:onal Material Approval 2/28/15

Brochures designed

Posters and larger frames approved

Coupons or oers approved

Ini:al Contact for Media Rela:ons 4/1/15 - 4/5/15

Contact Atlanta Journal-
Cons:tu:on

Contact MTV regarding interest in

TomorrowWorld coverage

Contact Broadcast op:ons

Email Regarding Atmoshpere Sent 5/13/15

Any pictures

Basic Info

Spark interest

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Release and Advisory Sent 6/2/15

Establish Release date for each story

Establish media tour

Produc:on for all pieces complete 6/19/15

Includes: Promo:onal Materials, Backpacks, and Tent Materials

"Ocial" Invite to the aHendees sent 8/1/15-8/10/15

Provides informa:on, loca:on and more

First men:on of Aventuur

Social Media Posts to garner interest 9/4/15

TomorrowWorld Set Up 9/22/15-9/23/15

Ocial Release of Aventuur 9/23/15

Evalua:on of Launch 3/1/16

Amount of Guest Cards
Event Schedule:

Day 1
Rafwle off
First Prize
by either
the
1,000th
guest card
or by 8pm
Tent
Remains
Open until
4 am
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Prot Thus Far

Opinions and Actude Evaluaton

Day 2
Rafwle off
2nd Prize
by 5 pm
Tent
Remains
Open until
4 am

Day 3
Rafwle off
3rd Prize
by 1 pm
Tent
Remains
Open until
12 am

Day 4
Ofwicial
Release of
Aventuur

Budget
Launch Event

Quantity

Amount

Promotional Materials :
Posters
Brochures

100

200

5,000

2,500

Graphic Design Artist

$150/hr

1,000

Team for Set Up & Break Down

10 @ 10/hr

2,400

Experiential Items Manufacturing

N/A

150,000

Tent Rental
Lighting Fixtures
Seating
Chair Rental

4,000

1,000

3,000

6 Lounge Pods @ $350

2,100

Over 1000 kWh: 4.5422 per
kWh

1,315

Electician

54.39/hr @ 60 hrs

3,263

Backpacks to Distribute

100 @ 40 Unit Cost

400

Lounge Chair Purchase

Sound System
Power Costs

Transportation:
Gas
Crate
Truck

150 @ 4/gallon
40 @ 25/week
800/week

Total:

Shipping
25/box
Brochures (for event as well)
5000@ .5/each
Printed Box
15 @ 10/box
Backpack
40/backpack
FAQ/Backgrounder/Advisory/
100 each @ .10/page
TomorrowWorld and CamelBak Information 500 @ .75/print
Total:

Media Kit

600
1,000
800
182662.8

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9,084

375
2,500
150
600
30
375
4030
186692.8

Professional Services

Campaign Pracitioner 2

8 hours/ 20 weeks @75
8 hours/ 20 weeks @75

Campaign Practitioner 1

Total:

12,000
12,000

10%

Evaluation

210692.8
231762.08

Methods

We will measure the success of the Launch Event Plan by the amount of guest cards

attained, the satisfaction rating recorded on each guest cards and the amount of water
bottles filled.

Guest cards will be attained by attendees with the desire to win the raffles each day

of the festival. While this may not account for every Atmosphere attendee, it will help gauge
the amount of interest and communication inspired at TomorrowWorld.

Each guest card will ask for basic guest information, such as: age, gender and contact

information; the guest card will also include a satisfaction scale based on the environment,
the amount of water stations, the amount of outlets available and the knowledge of the
Aventuur.
Attitude and Behavior Change

Attitude change will be measured throughout the Atmosphere because of the guest

cards as well. The satisfaction rating will help determine whether an attitude change was
actually influenced through CamelBaks participation in TomorrrowWorld.
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The behavior change will be measured throughout the following fiscal year. With a
goal of 15% profit past the break-even point, the behavior change will measured through
profit, but also through the amount of visits made to the Aventuurs page within the
CamelBak website. While this may not reflect direct behavior change, a drastic increase
may reflect delayed behavior change.

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