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Objective.

Expand Bold magazine as an integrated content strategy to embody and communicate Kohler’s position as an explorer of bold aesthetics and design, as well as a champion of bold living.


Audience. 60% Architects & Designers 20% Consumers 10% Showroom Associates 5% Builders & Remodelers 5% Plumbers


Design & Home Trends

Cornerstones. Social Issues & Sustainabilty

Technology & Innovation

Material & Color


Architecture

Fine Arts

Cornerstones:

Design & Home Trends

Neuroscience

Technology & Innovation

Fashion

Psychology

Anatomy

Material & Color

Engineering

Sociology

Chemistry

Ecology

Anthropolog

Social Issues & Sustainabilty

Biology

Ergonomics

Physics


App

Showrooms

Blog

Magazine

Kohler.com Literature Page

Tradeshows

Literature App

Reach

Links to and from Kohler.com

Twitter

Facebook

Home Page

Blog

YouTube

Showrooms

Interactive Magazine

Pinterest

Tradeshows


Blog details. Aa Articles

Hi!

Videos

Quotes

Slideshows

Historical Posts

Bold Personas

recipes Book Reviews

Whats Trending Mood Boards

Recipe Cards

- Posting schedule; posts start April 14th - Post three times a week

HOPPER ITEMS: Bold 1.0 Articles: - Home Innovations - Surf & Water Conservation - JA Interview & Tresham - Cast Iron - Atypical Kitchen Bold 2.0 Articles: - Adler Color - Markus Glass - Nick Veasy X-ray - History of Advertising - Good Vibrations Repurpose Blog Posts: -TBD

- Respond to readers comments and questions - Post should fit one of the ten categories above - Each category has its own template - Templates need approval by the end of January - Look will closely follow look from magazine - Three months of editorial is planned before first post is made on April 14 - Posts are completed one month in advance - Initial three month calendar is composed of Bold 3.0 articles and “hopper items”

OMG!! The L’trine

PR

Kohler Community


Magazine details. April

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Bold 3.0 - 5 New articles - New product portfolio - New Subsidiary Ads - Keep but enhance Direxion page flipper - Reduce print quantities strictly for KBIS and showrooms - Explore reproducing magazine as an app

Bold 3.1 - Three to Five New articles - Updated product portfolio - Direxion page flipper only


Approvals. blog

EXPANSION OF BOLD TO BLOG: - Michael Mueller

VISUAL TREATMENT OF TEMPLATES: - David Kohler - Tristan Butterfield - Arnold CONTENT CALENDAR: - James Sandora

magazine

FINAL APPROVERS: - David Kohler - Natalie Black - Michael Mueller - Steve Bissel - Daniel Brohn

BUY OFF ON TOPICS: - David Kohler - Natalie Black - Michael Mueller - Steve Bissel - Daniel Brohn - James Sandora - Tristan Butterfield PRODUCT PLACEMENT: - Faucets Marketing - Fixtures Marketing

April print 3.0 (agree to only print once) October produce digital 3.1 (new articles and product updates)


Team.

Coming together is a beginning; Keeping together is a process; Working together is a success. - Henry Ford

EDITORIAL TEAM: (Beth & Katie) - Co-create editorial calendar and its updates - Coordinating creation of all content - Working with support team, idea team and executive team

SUPPORT TEAM: EXECUTIVE TEAM: (James, Tristan, Arnold) - Provide content direction - Approve editorial calendar - Sign off on initial creative execution

- Staff Writers - Proofreading - Production Artist - Legal IDEA TEAM: Collaboratively engages in discussion and submission of ideas, inspiration and trends.

CONSULT TEAM: (Hanley Wood) - Lifeline to community & trends - Contact resource to architects & Desingers - Potential blog contributors

IDEA TEAM: Nancy Yusko Megan Gordon Patrick Fox Donna Church Mark Bickerstaffe Peter Oesch Tristan Butterfield Joe Azzarello Theresa Millard Shannon Friedel Barry Glasford

Jo Brown Betsy Froelich Michelle Penasa Dave Hillebrand Matt Barens Mark Thiel Angela Miller Chef Richard Palm Peter Clemens Matt Bauer Jean Kolb


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Full team meeting and working session

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Use central site for communication and sharing

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Nancy Yusko . Megan Gordon . Patrick Fox . Donna Church Mark Bickerstaffe . Peter Oesch . Tristan Butterfield . Joe Azzarello Theresa Millard . Shannon Friedel . Barry Glasford . Jo Brown Betsy Froelich . Michelle Penasa . Dave Hillebrand . Matt Barens Mark Thiel . Angela Miller . Chef Richard Palm . Peter Clemens Matt Bauer . Jean Kolb

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idea team

Team members sumbit review and comment on topics Beth and Katie pull from idea teams submissions for articles & blog posts Involve the idea team member or members whose submission is being used for the article in the creation of the content

6 Quarterly idea team meetings


idea team.

Non-Kohler Contributors (list in process) Susan Serra (Design, NYC) John Loecke & Jason Oliver Nixon (Design, NYC) Allison Bergamo (Design, Denver) Ed Del Grande (Plumbing, Rhode Island)

American Design Trends

Global Design Trends

Sustainable Design and Sustainability

Universal Design and Human Factors

Interior & Home Trends

Grant Gibson (Designer, SF)

Nancy Yusko: Lead Industrial Designer -Decorative Product and Color

Donna Church: Manager-Marketing and Communications Canada

Joe Azzarello: Senior Staff Engineer-Sustainability

Shannon Friedel: Interior Designer -The Kohler Store, Universal Design

Jo Brown: Associate Internet Content Manager

Garrison Hullinger (Designer, Portland)

Megan Gordon: Interior Designer II-Set and Display

Mark Bickerstaffe: Director-New Product Development Europe & Asia Pacific

Theresa Millard: Consultant -Stewardship Advisory Board

Barry Glasford: Analyst-Human Factors

Mark Thiel: Communication Specialist-K&B Social Media

Jonathan Adler (Designer, NYC)

Patrick Fox: Art Director-Interiors

Tristan Butterfield: Creative Director-K&B

Megan Gordon: Interior Designer II-Set and Display

Deb/Smitten Kitchen (Foodie, NYC)

Peter Oesch: DirectorCommunications Asia Pacific

Benjamin Moore Design Room Designers Gensler Marmol Radziner

Fashion Trends

Technology Trends

Kohler History

All Things Food

Wellness and Spa Trends

Betsy Froelich: Associate Channel Manager-K&B

Dave Hillebrand: Advanced Concepts Manager

Angela Miller: Senior Communication Specialist-Corporate Archives

Chef Richard Palm: Head Pastry Chef-The American Club速 Resort

Jean Kolb: Director-Wellness Business and Product Development

Michelle Penasa: Art Director-K&B

Matt Barens: Senior Project Engineer-Process Improvement

Tristan Butterfield: Creative Director-K&B

Peter Clemens: Head Chocolatier-The Craverie Matt Bauer: Head ChefThe Immigrant Room


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Magazine Schedule: - April - Bold 3.0 delivers at KBIS - October - Bold 3.1 is uploaded online only

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Beth & Katie: - January 1 - Begin work on bold full time

Blog Schedule: - March 30 - One month of posts are complete and ready to publish - April 14 - Blog goes live - Blogs are posted three days a week - Three months of the editorial calendar are planned

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cornerstones:

objective: Expand Bold magazine as an integrated content strategy to embody and communicate Kohler’s position as an explorer of bold aesthetics and design, and a champion of bold living.

Aa

Videos

20% Consumers

5% Builders & Remodelers 5% Plumbers

January

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approvals & approvers:

Sustainabilty & Social Issues

Quotes

Slideshows

Historical Posts

- Posting schedule; posts start April 14th - Post three times a week - Respond to readers comments and questions - Post should fit one of the ten categories above - Each category has its own template - Templates need approval by the end of January - Look will closely follow look from magazine - Three months of editorial is planned before first post is made on April 14 - Posts are completed one month in advance - Initial three month calendar is composed of Bold 3.0 articles and “hopper items”

10% Showroom Associates

calendar:

Material & Color

blog details:

60% Architects & Designers

Beth and Katie go to bold full time!

Technology & Innovation

our final takeaways: BUSINESS BENEFITS - Supports our position as a bold, design lead company - Platform to talk specifically to designers and architects - Establishes our presence in the digital marketplace - Gives bold magazine content a longer shelf life

Bold Personas

I’d rather be a failure at something I love than a success at something I hate. – George Burns

David Kohler Natalie Black Michael Mueller Steve Bissel Daniel Brohn

recipes

Hi!

Articles

audience:

Design & Home Trends

Permission to: - Expand bold to blog - Print bold just once at KBIS - Produce digital version of 3.1 - Explore bold as an app

Book Reviews

Mood Boards

magazine details: Bold 3.0 - 5 New articles - New product portfolio - New Subsidiary Ads - Keep but enhance Direxion page flipper - Reduce print quantities for KBIS and showrooms - Explore reproducing magazine as an app Bold 3.1 - Three to Five New articles - Updated product portfolio - Direxion page flipper only

PERSONAL BENEFITS - Keeps us engaged by allowing us to work on a project that we love - Challenges us to expand upon our knowledge, talents and skill sets (ie. leadership, financial acumen, transitioning from print to digital, implementing a measurement system) - Keeps us current on design and digital trends as well as consumer interests - Gives us the opportunity to interject ourselves into the design culture - Allows us to collaborate with departments outside of communications

Recipe Cards

The L’trine

team: EXECUTIVE TEAM: - James Sandora - Tristan Butterfield - Arnold EDITORIAL TEAM: - Beth Bretl - Katie Begalke IDEA TEAM: - Nancy Yusko - Megan Gordon - Patrick Fox - Donna Church - Mark Bickerstaffe - Peter Oesch - Tristan Butterfield - Joe Azzarello - Theresa Millard - Shannon Friedel - Barry Glasford - Jo Brown - Betsy Froelich - Michelle Penasa - Dave Hillebrand - Matt Barens - Mark Thiel - Angela Miller - Chef Richard Palm - Peter Clemens - Matt Bauer - Jean Kolb

Project Proposal  

This presentation was put together as a project proposal for an initiative I felt could help benefit the company. It's purpose was to inform...

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