Vans Strategic Recommendations

(Segments have been edited to remove any confidential and sensitive client data)

Current Status New Capabilities Discuss Goals of the Mobile Program

Challenges Enhance Current Promotions Additional Entry Points Engagement Opportunities Create Messaging Calendar

Database Segments Current Size Last Messaged Next Opportunity

Apparel X,XXX - XX/XX/XXX -XXXXXXXX

Art X,XXX - XX/XX/XXX -xxxxxx

BMX X,XXX - XX/XX/XXX -XXXXX

Classic XXX - XX/XX/XXX -xxxxx

Girls X,XXX - XX/XX/XXX -XXXXXX

LXVI XXX - XX/XX/XXX -xxxxxxxx

VansVIP (Master DB) X,XXX - XX/XX/XXX -XXXXXX

Music X,XXX - XX/XX/XXX Warped Tour (June)

Wall XXX - XX/XX/XXX -xxxxxxxx

OTW XXX - XX/XX/XXX -XXXXXX

Skate X,XXX - XX/XX/XXX Vans Pool Party (May)

Snow X,XXX - XX/XX/XXX -XXXX

Surf X,XXX - XX/XX/XXX -XXXXXX

Triple Crown X,XXX - XX/XX/XXX -XXXXXXXXXXX

TOTAL XX,XXX

• Vans database has grown by XXX% YoY • Database growth was XX% in Q1 over Q4 • Only 3 of 14 did not hit target growth for this quarter

AdStitch Insert Pre-roll & Post-roll ads

Sweepstakes Text-to-win or Text-to-Vote

Send-to-Mobile Send any content via text message

Coupons 2D Barcodes, Passbook

Text-to-Screen Text-in photo or video to online or event

Survey Polling or Correct Answer

Send to Mobile

Two-Way Respond directly from the platform

Social Poster One Click Share to FB, Twitter, etc.

1. Focus on re-messaging to existing databases 2. Select key focal segments 3. Collaborate better on upcoming opportunities 4. Integrate CTA everywhere possible 5. Cross-promote to existing databases 6. Increase total DB size by 20% by end Q2 7. Discuss any internal challenges

Vans Pool Party • May 17th • On-site & Webcast • Tumblr, Instagram, Twitter

Opportunity • Drive web traffic to webcast • Utilize Skate DB • Gain opt-ins at event on screen • Send results to new and SKATE

database • Drive traffic back to sites etc.

May the 4th Be With You • May 4th • Web, email, social • Which social accounts?

Opportunity • Create a special keyword in

advance of the release • Send “sneak peek” product shots

prior to release if available • Drive visibility and sales via mobile • Grow master database • Re-engage w/ future product alerts

Challenge • Hot 97 wanted to create a real-time mobile engagement strategy

for its Annual Hip Hop Concert Summer Jam 2013

Solution • Using real-time moderation, fans were invited to share their

photos and text via MMS, Instagram, and twitter to be seen throughout the stadium

• Brand was able to highly increase engagement at concert event

• Over 20,000 images & text messages received

• Thousands of images texted in via MMS

• Hot 97 grew their mobile database by over 2x

• Deepened customer loyalty converting fans into mobile subscribers for primed to re-engage

Results Increased ROI

Drive more traffic to the sign up page with better visibility. Wherever there is a form fill, add Mobile Number – Email collection, account creation, check out etc.

Leveraging your email database by sending out a Call to Action for your mobile club can be successful in building your database.

Vans has 441k likes on Facebook, over 514k followers on Twitter and 1.3M followers on Instagram. Promoting your Call to Action via these channels is key to growing your subscriber base.

• Send to Mobile – P2P content sharing from web to mobile • This is not an opt-in to a database • Include call to action to opt in for Master database

Provides another touch point for your subscribers to be exposed to your mobile database and begin that engaging relationship. Attached to every MMS sent to their mobile phone can be a Call to Action.

• Drive traffic to VansVIP to reignite the DB. From there we can segment based on interest. • One-off campaigns to build existing databases • Create signage with big, bold CTA • Offer an incentive when possible • Include Social Sharing to reach a boarder audience using your loyal shoppers as brand advocates

• Data base has grown over 2,000% since switching from SMS to MMS

• JITB hit annual mobile subscriber goal in only 1 month

• Opt-out rate less than 12%, under half the industry average

• 3-5x coupon redemption over email depending on offer

• Drove highest mobile engagement for a Jack In the Box super bowl ad

Challenge

• With over 600 franchises, Jack in the Box wanted a better way to target local customers and drive them in-store

Solution

• Location-based offers delivered by franchise location & time-delivered immediate prior to meals

• Engaged and connected brand with customers on a hyper-local level

• Used mobile rewards to increase customer loyalty

Increased ROI How We Helped

The Brand Better Than Our Competitors

• Incorporate mobile into other initiatives • Use our interactive capabilities including

• Text to Win, Voting, Polling, UGC, Social Sharing etc

A voting campaign could be used in all channels with on goal of pushing awareness to one common activation, product , etc. • Interaction with the brand is the incentive • Athlete and Event engagement • Yields industry high engagement (30%) • 200% dB growth week to week • >10% opt out rate

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Even if they couldn’t be there

subscribers were able to see the hot

event highlights, scores and stats in

mobile video on their phones.

Outspoken ran Kelly

Slater’s mobile program

tracking his race to win

his 10th title

Text ASP

To 21534

Sales@outspoken.com 20