Alaska Dan Fall/Winter 2023/2024 Proposal

 
 

Tanner Johnson 
505 470-7331
gnarlymesa.com

This 2023 summer season I produced a wide catalogue of imagery for use on social, web, and print assets to be used for expos and preparation for the 2024 season. The social channels for the brand have grown a strong organic audience, and have helped cultivate awareness of the brand and products.

Metrics Met Summer 2023:

  • 120 catalogue/marketing-material ready images for use in marketing in preparation 2024 - featuring lifestyle, “in-the-field use”, and product imagery.

  • Social assets reached over 3,500+ accounts organically on Instagram, and 4,100+ on Facebook.

  • Consistent social posts and community engagement

Proposed for Alaska Dan for off season (October-April) 2023/2024:

Primary Photography / Videography

Photos / video for social, website, email marketing, print materials, signage, advertising assets.

  • Shoot and deliver for marketing: social, email, web, and retailer assets

    • 30+ of high quality

  • Focus on lifestyle photography - may include photo excursions (hiking, cycling, skiing, sightseeing, travel, etc)

  • Photos focused on in-the-field usage of Alaska Dan eyewear

Social Media Management

Responsible for planning and executing a shoulder season 2023/2024 social media plan for Alaska Dan.

  • Deliver social media calendar (Oct 1 - April 30) by October 15

    • Will focus on further development of social audience of target markets and demographics

    • Plan will include 1+ post/week; with targeted ads, social media reels and other recommended strategies

      • Product-in-the-field, community engagement, reels

  • Grow presence/audiences on primary social media platforms: Facebook, Instagram

  • Grow and execute strong branding elements and voice for social channels

  • Post and respond to daily interaction with customers; notify CP and DP with an relevant feedback/input/responses from customers.

    • Messaging and content will align with larger overall marketing strategies targeting tourists and locals

  • Help drive sales through online shopping - holiday gifts, etc.

  • May include cultivation of influencer partnerships & collaborations

Retail / General Marketing Support

Provide feedback/input on other retail/marketing ideas as needed; marketing opportunities, retail experience for customer as well as retailer staff.

2023/2024 Shoulder Season Monthly Marketing

$250/month: October-April

Week 1 (Oct 16) - Smile Photo

Week 2 (Oct 23) - Smile Photo

Week 3 (Oct 30) - Glasses on jack-o-lantern

Week 4 (Nov 6) - Veteran’s Day

Week 5 (Nov 13) - Smile Photo

Week 6 (Nov 20) - Thankful for AK - collection of photos from summer into reel

Week 7 (Nov 27) - Black Friday ???

Week 8 (Dec 4) - Glasses w/ Stocking photo

Week 9 (Dec 11) - Great Gift Option - Smiling winter photo

Week 10 (Dec 18) - Solstice - Sun is coming back / sunny photo

Week 11 (Dec 25) - Happy Holidays

Week 12 (Jan 1) - Happy New Year

Week 13 (Jan 8) - Winter Fun reel

Week 14 (Jan 15) - Smile Photo

Week 15 (Jan 22) - Smile Photo

Week 16 (Jan 29) - Winter Landscape Photo/reel

Week 17 (Feb 5) - Winter Activity / Glasses in the field photo

Week 18 (Feb 12) - VDay - Love Great Sunglasses

Week 19 (Feb 19) - Winter Activity / Smile Photo

Week 20 (Feb 26) - Winter Activity / Smile Photo

Week 21 (March 4) - Winter Activity / Smile Photo

Week 22 (March 11) - New Product Lines ???

Week 23 (March 18) - Return of the sunshine (Equinox)

Week 24 (March 25) - Smile Photo

Week 25 (April 1) - Spring Smile Photo

Week 26 (April 8) - Reel sunny activity

Week 27 (April 15) - Smile Photo

Week 28 (April 22) - Reel showing features

Week 29 (April 29) - Reel showing features