Matrix MKTG Backwoods Activity Report - April 2022

B A C K W O O D S M O N T H LY R E P O R T

MOVING THE CULTURE FORWARD

APRIL

CONSUMER ENGAGEMENT RECAP 2022

2022

B A C K W O O D S M O N T H LY R E P O R T

OVERVIEW 12 T E N T P O L E

16 S M O K E H O U S E

CONTENTS

S O C I A L

2

28 S M A L L P L A N N E D E V E N T S

60 A L T E R N A T E D I S T R I B U T I O N N E T W O R K

74 R E P O R T I N G

Marketing Strategy Social Media Overview Event Breakdown Alternate Distribution Network

APRIL RECAP

ADDITIONAL INFO Key Learning & Takeaway About the Team

MATRIX MARKETING matrixmktg.com

3

B A C K W O O D S M O N T H LY R E P O R T

2022

MARKETING STRATEGY will continue ”Moving the Culture Forward” and further integrating the brand into the lives of Adult Tobacco Consumers (ATCs) by amplifying our Smokehouse Social (SHS) and Alternate Distribution Network (ADN) programming via digital platform expansion

SMOKEHOUSE SOCIAL

Smokehouse Social (SHS) will evolve to focus on opportunities to create and share stories that resonate with ATCs through content development/distribution across multiple platforms. The content strategy will be the focal point of all event programming and the tool utilized to activate within Alternate Distribution Network (ADN).

INFLUENCERS

To continue leveraging the brand loyalty created between Backwoods and the current brand audience, Backwoods’ will continue to partner with influencers from the Hip Hop space. However, in FY21 Backwoods will include partnerships with influencers from the Comedy, R&B, and Fashion space to appeal to a broader ATC demographic.

MERCHANDISING

S T R AT E G Y

To legitimize Backwoods as a lifestyle brand among a diverse demographic, Backwoods will launch a merchandising program facilitated through the ADN channel.

4

ALTERNATE DISTRIBUTION NETWORK

Will continue leveraging the brand loyalty created between Backwoods and its core Hip Hop audience. However, in FY21 Backwoods will expand our network of strategic partnerships within our ADN channel to include Comedy, R&B, and Fashion spaces to appeal to all aspects of our broader ATC demographic.

5

PROGRAM OVERVIEW

2022

B A C K W O O D S M O N T H LY R E P O R T

CATEGORIES

Small Planned Events Showcase Tentpole Finale

Atlanta Chicago Charlotte Houston Miami

ACTIVATION ELEMENTS Brand Ambassadors Custom Signage On-Site Trial Branded Event Kit Premium Merch

Detroit

PROGRAM OVERVIEW

ADN Activation

KEY MARKETS

6

7

B A C K W O O D S M O N T H LY R E P O R T B A C K W O O D S M O N T H LY R E P O R T

2022

ACTIVITY OVERVIEW

In April 2022, Backwoods continued to build on the momentum of the year and activated across key markets throughout the month. Matrix MKTG created opportunities to stay true to the brand’s position to be an authentic part of popular culture. Perfect examples of the brand’s connection to the culture were the simultaneous “4/20” activations in Los Angeles, New Orleans, Atlanta and Detroit. Additional touchpoints included music showcases, album release parties and weekly consumer engagements via popular podcast integrations.

Digitally, Backwoods continued to have a strong digital presence that was amplified due to the smoking culture associated with 4/20. Through various 4/20 activations, consumers digitally featured the brand while engaging.

IN D TEI X AC VITY OVERVIEW

AS A FEATURED PARTNER, BACKWOODS PLACEMENT INCLUDED:

8

8

• • • •

Signage Brand and tagline mentions Brand integrations Digital presence within social profiles of prominent influencers and celebrities

Events 9

2022

B A C K W O O D S M O N T H LY R E P O R T

THE NUMBERS Due to Backwoods’s authentic positioning within our partners, we go beyond traditional measuring. With unconventional partners, quantifying our analytics goes beyond backend metrics. In order to gain a more accurate view of Backwoods’s digital positioning, we include the following within our engagement numbers: • Likes • Views • Comments • Listens/downloads These numbers are sourced from not only partners, but attendees and various accounts that may post the brand.

Events

To paint the full story of Backwoods’s digital position we also include reach from the aforementioned accounts and digital placement. These numbers can include: • Follower count • Digital media monthly unique visitors

In addition to our partners, Backwoods regularly appears in cultural hot spots. Because of this, we also include metrics from digital posts we brand as “cultural impact”. This month Backwoods appeared in a number of posts from entertainers and influencers including 50 Cent and Lil Migo

THE NUMBERS

Social Impressions: 2.2 MM Social Reach: 29.5 MM

10

10

11

2022

B A C K W O O D S M O N T H LY R E P O R T

SMOKEHOUSE SOCIAL

TENTPOLE

12

13

14

LAS VEGAS

TENTPOLE

B A C K W O O D S M O N T H LY R E P O R T

2022

EMPIRE GRAMMY’S PRE-PARTY LAS VEGAS - On Friday April

1st, ADN and Collector’s Edition partner, Empire Records hosted their annual Grammy’s Pre Party. Backwoods partnered with Empire to present a pool side event at Resorts World Hotel in Las Vegas, NV. The event feature Key Glock and his upcoming album release and paid homage to Young Dolph and integrated Backwoods branding creatively throughout the venue, including product and towel displays in the cabanas, branding on performers and ice sculptors in the pool, inclusion on the photo booth and LED wall DJ booth.

Social Impressions: 18K Social Reach: 583K

15

2022

B A C K W O O D S M O N T H LY R E P O R T

SMOKEHOUSE SOCIAL

SMOKEHOUSE SOCIAL

16

17

2022

B A C K W O O D S M O N T H LY R E P O R T

SMOKEHOUSE SOCIAL SMOKEHOUSE SOCIAL SHOWCASE 20,000,000

10,000,000

EVENT KPI’S 22,500 APRIL IMPRESSIONS 708,800 REACH 17,089,900

SMOKEHOUSE SOCIAL

0

18

19

MO OKKEEHHOOUU S ES O SC OI C SM SE A ILA L

BBAACCKKW WOOOODDSS M MOONNTTHHLY LY RREEPPOORRTT

20 20

AT� AN� LAN� TA

2022

STREET EXECS WEEKEND

ATLANTA, GA - April 8th – 10th ADN Partner, Street Execs hosted

their 2nd Annual Street Execs Weekend. The 4-day weekend included a golf tournament, Busted Speaker Music Showcase, a producer expo and basketball tournament. The events integrated Backwoods branding and product trial amongst emerging artists and industry veterans alike continuing to cement the brand’s connection to the culture amongst ATCs. Social Impressions: 14.6K Social Reach: 353.9K 21

B A C K W O O D S M O N T H LY R E P O R T

2022

“4/20” MANSION

LOS ANGELES, CA -In conjunction with brand enthusiast and partner, DJ Goonie Backwoods hosted a mansion in celebration of the unofficial yet culturally important holiday, 4/20 on Wednesday, April 20th ATCs celebrated the day dedicated to cannabis consumption with Backwoods product and key “Los Angeles” branding throughout the mansion including rolling trays, t-shirts and pool floats.

DJ Goonie’s digital presence proved to be successful for the brand as he garnered a high reach which resulted in increased engagement with branded posts. Through use of the #Backwoods hashtag, DJ Goonie’s digital posts reached an audience far beyond his followers – with 95% of his reach being non followers.

MO OKKEEHHOOUU S ES O SC OI C SM SE A ILA L

Social Impressions: 197K Social Reach: 136KK

22 22

23

2022

SMOKEHOUSE SOCIAL

B A C K W O O D S M O N T H LY R E P O R T

24

THE SESSION

ATLANTA, GA - In celebration of the unofficial ATC holiday, “420” Backwoods and ADN and Collector’s Edition partner Gas House hosted “The Session” on Wednesday April 20th at an outdoor space in Southwest Atlanta. ATC had to opportunity to experience various vendors, food trucks, music performances and a live remote with a local radio station, 107.9. Backwoods branding was displayed on stage via LED screens, products were available for paid trial from vendors while prominent “Atlanta” branding was incorporated in the overall footprint.

Social Impressions: 54K Social Reach: 3.8KK

25

2022

BBAACCKKWWOOOODDSS M MOONNTTHHLY LY RREEPPOORRTT

BIG LATTO’S ALBUM RELEASE PARTY

ATLANTA, GA - Brand enthusiast and recording artist, Big Latto hosted an album release party on Saturday, April 23rd at Gold Room in Atlanta, GA. The party featured key “Atlanta” branding on the building as well as throughout the venue. Paid trial was available through brand ambassadors. The relationship with Big Latto continues to be successful by producing millions of impressions via party and video integrations.

IN S MD OE KX EHOUSE SOCIAL

Social Impressions:439K Social Reach: 11.7M

26

27

SMOKEHOUSE SOCIAL

B A C K W O O D S M O N T H LY R E P O R T

28

2022

SPRING FEST

ATLANTA, GA - Longstanding partner Coalition DJs hosted their annual Spring Fest on Monday, April 25th at Believe Hall in Atlanta, GA. The annual event showcases live performances from emerging and established artists, live DJs and more. It served as a key connection point to music and allows ATC to enjoy the culture. Backwoods and “Atlanta” branding was prominently featured on stage with opportunity for paid trial in the venue.

Social Impressions: 4.2K Social Reach: 1.1M

29

2022

SMALL PLANNED EVENTS

B A C K W O O D S M O N T H LY R E P O R T

30

SMALL PLANNED EVENTS 31

2022

B A C K W O O D S M O N T H LY R E P O R T

SMALL PLANNED EVENTS SMALL PLANNED EVENTS 100,000,000

50,000,000

EVENT KPI’S 10,500 APRIL IMPRESSIONS 5,504,700 REACH 78,658,300

0

SPE

EVENT KPI’S APRIL-22 IMPRESSIONS REACH

32

33

B A C K W O O D S M O N T H LY R E P O R T

2022

IN DA CLOUDS

DETROIT, MI - Coalition DJs hosted a pre-420 event in Detroit on Saturday, April 16th . The event include vendors, performances and a live DJ. Backwoods and “Detroit” branding was included throughout the venue with opportunity for paid trial via various vendors.

VA SAMnAd L A L CPTLI A N TNIEODN S EVENTS

Social Impressions: 58.3K

34 34

35

2022

DE TROIT

SMALL PLANNED EVENTS

B A C K W O O D S M O N T H LY R E P O R T

36

37

B A C K W O O D S M O N T H LY R E P O R T

2022

4 DA GRAMM/JETLIFE CONCERT

NEW ORLEANS, LA - An outdoor “4/20” celebration in the heart of the historic, Treme in New Orleans, LA The festival featured Backwoods and “New Orleans” branding. ATCs enjoyed a festive celebration on the “unofficial” ATC holiday that included live DJs, food trucks, live performances and paid trial.

In addition to the outdoor event, ADN partner and home to recording artist Curren$y, JetLife Studios hosted a “4/20” event at world famous The House of Blues in New Orleans, LA. ATCs enjoyed live performances by emerging artists and the hometown star, Curren$y. The event featured “New Orleans” branding and paid trial. around 85k views.

SMALL PLANNED EVENTS

Social Impressions: 4.7K Social Reach: 1.4M

38

NEW OR LEANS 39

2022

SMALL PLANNED EVENTS

B A C K W O O D S M O N T H LY R E P O R T

40

PODCAST INTEGRATIONS In the month of April, Backwoods was prominently featured in partnered podcasts through in-episode mentions as well as digital features throughout the month. Podcast hosts discussed and showcase use of the product in an authentic way.

Social Engagements: 2.6MM+ Social Reach: 10MM+ Podcasts featured:

Million Dollarz worth of game social reach: 3.7M (between hosts and podcast) Big Facts social reach: 950K (between hosts and podcasts) 85 South social reach: 6M+ (between hosts and podcasts)

41

B A C K W O O D S M O N T H LY R E P O R T

2022

PODCAST INTEGRATIONS CULTURAL IMPACT Due to the popularity of our digital partners along with the authentic integration of the Backwoods brand, Backwoods showed up in a number arbitrary posts. Used as memes and gifs, Backwoods was prominently featured as a way to compliment the post. Included in these posts was an 85 South clip posted to ESPN’s SportsCenter page which garnered 231k views with a reach of about 40MM. Another example is digital partner Gillie of the Million Dollaz Worth of Game podcast got into a friendly feud with rapper Wiz Khalifa.

Their interactions, along with prominent Backwoods placement were prominently featured on various high traffic social pages such as The Shaderoom and Hollywood Unlocked

SMALL PLANNED EVENTS

Social Engagements: 2.9MM+ Social Reach: 67.2MM+

42

43

B A C K W O O D S M O N T H LY R E P O R T

2022

ADN ACTIVATIONS

ACTIVATIONS A DEEPER DIVE

Continuing our authentic integration into the culture, Backwoods continues to be prominently integrated in key markets while authentically engaging with highly visible cultural moments through our Alternate Distribution Network.

ADN

Social Engagements: 89.9K+ Social Reach: 122.8K+

44

45

2022

d A AC CT T II V VA AT T II O ON NS S AADnN

B A C K W O O D S M O N T H LY R E P O R T

46 46

AT� LAN� TA

STANKONIA

ATLANTA, GA - Well respected Coalition DJs hosts a weekly New Music Monday artist showcase at Stankonia, home of the legendary hip hop group, Outkast. The showcase allows artists to perform for industry executives and receive feedback.The event is live streamed on Instagram, YouTube.

Social Reach: 26.9K+

April 4th NMM featured April 11th NMM featured performances April 18th - Featured performances

47

2022

B A C K W O O D S M O N T H LY R E P O R T

AREA 29

HOUSTON, TX - A premiere adult entertainment club in Houston, TX featuring prominent Backwoods branding throughout the venue, Area 29 serves as an ADN location in Houston, TX.. On April 9th Area 29 hosted multi-platinum recording artist Drake.

A D N A C T I VAT I O N S

Social Engagements: 53.8K Social Reach: 742.6K+

48

HOUS� 49

2022

B A C K W O O D S M O N T H LY R E P O R T

A D N A C T I VAT I O N S

PASS THE AUX

50

CHARLOTTE, NC - On April 12th ADN location, Audio Box hosted the Pass The Aux showcase.

The monthly event features local emerging artists in competition to prove who has the best sound.

Social Engagements: 4.5K Social Reach: 23.4K

51

2022

B A C K W O O D S M O N T H LY R E P O R T

A D N A C T I VAT I O N S

CLOUDS IN THE SKY

52

ATLANTA, GA - As a continuation of the “420” celebrations, ADN partner Rare Sounds hosted a kick back that featured local vendors, live DJs and paid trial. ATCs were invited to celebrate the unofficial smoker’s holiday in style with Backwoods and friends.

Social Engagements: 5.6K Social Reach: 25.2K

53

B A C K W O O D S M O N T H LY R E P O R T

ATL ANTA

2022

K CAMP BIRTHDAY PARTY

ATLANTA, GA - Artist, producer and ADN partner K. Camp hosted a birthday party on Wednesday, April 27th in the Backwoods Backyard of Rare Sounds Studio. The event featured live DJs, food trucks, vendors and paid trial opportunities

A D N A C T I VAT I O N S

Social Reach: 76.8K+

54 54

55

LOUIS XIII

LOS ANGELES, CA - Brand enthusiast, Snoop Dogg spent time with ADN partner OG Louis who is his main provider for pre-rolls. OG Louis is highly regarded in the industry and well-known for his Backwoods pre-roll product. His studio space serves as one of Backwoods newest ADN locations in DTLA.

A D N A C T I VAT I O N S

Social Engagements: 1.2M Social Reach: 110.7M+

56

LOS ANGELES

2022

B A C K W O O D S M O N T H LY R E P O R T

57

2022

B A C K W O O D S M O N T H LY R E P O R T

STREET EXEC MEET & GREET ADN partner Street Execs hosted a Meet & Greet on April 8th as part of their 4-day Street Exec Weekend. The event featured DJs, artists and product trial in the Backwoods branded studio space.

d A AC CT T II V VA AT T II O ON NS S AADnN

Social Engagements: 14.6K Social Reach: 353.9K

58 58

59

2022

B A C K W O O D S M O N T H LY R E P O R T

KEY LEARNINGS &TAKEAWAYS

POSITIVE Overall sentiment was positive. Due to the generally festive nature of the events, Backwoods was positioned as a product meant to be enjoyed and celebrated.

KEY LEARNINGS

ADN

In choosing to place Backwoods in culture forward events, social activity was authentic.

60

61

61

2022

B A C K W O O D S M O N T H LY R E P O R T

2022

ALTERNATE DISTRIBUTION NETWORK

NETWORK

KEY MARKETS

The Alternate Distribution Network is a collective of non-traditional retail locations. The Network is comprised of 42 retail distribution locations (21 Music Studios/ Gentlemen’s clubs) in across all markets.

• • • • • • •

4 Brand Ambassadors 4 LTE-enabled iPads to capture ATC data 2 CE stations with mobile hotspot Redesigned branded event kits Redesigned BAs uniforms On-site content capture Local talent sourced from online submissions

•

Enhanced event elements (TBD)

62

GENTLEMEN’S CLUB

MUSIC STUDIOS

Partnering with Gentlemen’s inserts Backwoods into the key celebratory moments in ATCs lives; while also

Partnering with select Studios amplifies Backwoods beyond the building due to artists featuring the product during their recording process.

Gentlemen’s Clubs are lifestyle venues where ATCs immerse themselves in the culture while utilizing the product.

INDEX

The participating locations agree to carry Backwoods products exclusively as well as convert a portion of their establishment into a backwoods branded interactive experience.

ACTIVATION ELEMENTS

62

Music Studios are professional lifestyle venues that enable the brand to be at the core of culture.

63

2022

B A C K W O O D S M O N T H LY R E P O R T

ALTERNATE DISTRIBUTION NETWORK 150,000,000 100,000,000 50,000,000 25,000,000 0 MUSIC STUDIOS

MUSIC STUDIOS

ADULT ENTERTAINMENT

EVENT KPI’S 12,000 APRIL IMPRESSIONS 1,224,700 REACH 111,206,200

EVENT KPI’S 12,000 APRIL IMPRESSIONS 53,800 REACH 742,600

ADULT ENTERTAINMENNT CLUB’S

ADN

EVENT KPI’S APRIL-22 IMPRESSIONS REACH

64

65

2022

B A C K W O O D S M O N T H LY R E P O R T

ADN

ALTERNATE DISTRIBUTION NETWORK 66

67

B A C K W O O D S M O N T H LY R E P O R T

2022

WILDMUSTANGS

The club is equipped with four performance stages for tipping opportunities, table dances in our main seating area and VIP skyboxes for a more intimate dance experience. We are more than a great strip club, we are the king of adult entertainment. If you’re in Detroit, visiting friends, for a big game, or just traveling, There’s no place like Wild Mustang!

ADN

Build Outs: VIP Area

68

69

B A C K W O O D S M O N T H LY R E P O R T

2022

BANKROSE

Designer Maurice Malone opened the Hip-Hop Shop on the West side of Detroit on Seven Mile as a spot to sell his coveted jeans and leather clothing Two Detroit natives who opened the urban clothing store where Eminem earned street cred in the mid-90s plan on doing just that - with an even hipper approach.

ADN

Build Outs: Smoking Lounge

70

71

2022

B A C K W O O D S M O N T H LY R E P O R T

ADN

ALTERNATE DISTRIBUTION NETWORK 72

73

B A C K W O O D S M O N T H LY R E P O R T

2022

COOL & DRE STUDIOS

ADN

Jetlife Recordings, a hip hop collective based out of New Orleans and home to popular artist Curren$y,Trademark da Skydiver, and Young Roddy. Jetlife Studios will serve as an ADN location in FY22

74

75

B A C K W O O D S M O N T H LY R E P O R T

ALTERNATE DISTRIBUTION NETWORK BUDGET ADN SPONSORSHIP: BUDGETED VS ACTUAL

2022

ADN ACTIVATION: BUDGET VS ACTUAL

$2,000,000 $1,800,000 $1,600,000 $1,400,000 $1,200,000

$1,031,330.00

$1,067,220.00

$1,000,000 $800,000 $600,000 $400,000

ADN

$200,000

76

ACTUAL BUDGET

$-

BUDGET

ACTUAL

77

2022

B A C K W O O D S M O N T H LY R E P O R T

ALTERNATE DISTRIBUTION NETWORK ACTIVATION ADN SPONSORSHIP: BUDGET VS PLANNED LOCATIONS

ADN ACTIVATION: CONTRACTED VS PLANNED LOCATIONS

BUDGET NO. OF ACTIVATIONS

PLANNED NO. OF ACTIVATIONS

REMAINING NO. OF ACTIVATIONS

42

28

14

37

17

20

Charlotte

6

3

3

Chicago

8

0

8

Dallas

6

0

6

Denver

0

0

0

Detroit

20

0

20

Houston

10

0

10

Jacksonville

10

0

10

Los Angeles

20

0

20

5

0

5

37

4

37

New Jersey

6

0

6

New Orleans

10

0

10

Oakland

20

0

20

0

0

0

247

52

195

BUDGETED

PLANNED

REMAINING

42

28

14

ADN Activation

205

24

181

TOTAL

247

52

195

ADN SPONSORSHIPS Locations ADN ACTIVATIONS Atlanta

Memphis Miami

Washington DC

250

TOTAL EXPENSE SUMMARY

200

ADN Sponsorship 150

`

100

50

ADN

0

78

NO. OF BUDGETED LOCATIONS NO. OF CONTRACTED LOCATIONS

BUDGETED

PLANNNED

79

2022

B A C K W O O D S M O N T H LY R E P O R T

SMOKEHOUSE SOCIAL ACTIVATION SHS ACTIVATIONS: CONTRACTED, PLANNED, REMAINNG

CONTRACTED NO. OF ACTIVATIONS

PLANNED NO. OF ACTIVATIONS

REMAINING NO. OF ACTIVATIONS

200

200

0

86

40

46

Atlanta

17

12

5

Austin

2

2

0

Charlotte

5

2

3

Chicago

5

0

5

Dallas

4

0

4

Detroit

4

3

1

10

8

2

Los Angeles

8

2

6

Miami

7

2

5

New Orleans

4

4

0

Oakland

7

0

7

Washington DC

1

0

1

Superbowl - Los Angeles

1

1

0

National Training Orlando

1

1

0

Rolling Loud Miami

1

1

0

Grammy - Las Vegas

1

1

0

1

1

0

365

175

190

CONTRACTED

PLANNED

REMAINING

286

240

46

74

35

39

Tentpole Events

4

4

0

Finale Event

1

1

0

365

280

85

SMALL PLANNED EVENTS Digital Activation Live Activation SMOKEHOUSE SOCIAL SHOWCASE

Houston

TENTPOLE EVENTS

350 300 250

FINALE 200

Atlanta TOTAL

150

EXPENSE SUMMARY Small Planned Events

100

Smokehouse Social 50 0

SHS

CONTRACTED

80

PLANNED

REMAINING

TOTAL

SMALL PLANNED EVENTS SMOKEHOUSE SOCIAL SHOWCASE TENTPOLE EVENTS FINALE EVENS

81

2022

B A C K W O O D S M O N T H LY R E P O R T

SMOKEHOUSE SOCIAL BUDGET BUDGET VS ACTUAL

EVENT ACTUAL COST BY CATEGORY $441,000.00 $499,220.00

$2,000,000.00

$1,600,000.00 $1,400,000.00

SHS

ACTUAL

BALANCE

200

123

562,500.00

396,000.00

166,500.00

86

16

241,875.00

45,000.00

196,875.00

Atlanta

9

8

224,730.00

199,760.00

24,970.00

Austin

2

2

49,940.00

49,940.00

0.00

Charlotte

4

0

99,880.00

0300

99,880.00

Chicago

10

0

249,700.00

0.00

249,700.00

Dallas

4

0

99,880.00

0.00

99,880.00

Denver

0

0

0.00

0.00

0.00

Detroit

3

1

74,910.00

24,970.00

49,940.00

Houston

7

1

174,790.00

24,970.00

149,820.00

Jacksonville

3

0

74,910.00

0.00

74,910.00

Los Angeles

8

1

199,760.00

24,970.00

174,790.00

Memphis

3

0

74,910.00

0.00

74,910.00

Miami

7

0

174,790.00

0.00

174,790.00

New Jersey

0

0

0.00

0.00

0.00

New Orleans

4

0

99,880.00

0.00

99,880.00

Oakland

7

0

174,790.00

0.00

174,790.00

Washington DC

2

0

49,940.00

0.00

49,940.00

Superbowl - Los Angeles

1

1

124,805.00

124,805.00

0.00

NACS / National Training Las Vegas or Orlando

1

1

124,805.00

124,805.00

0.00

Rolling Loud Miami

1

1

124,805.00

124,805.00

0.00

Grammy - Las Vegas

1

1

124,805.00

124,805.00

0.00

1

0

204,830.00

0.00

204,830.00

$3,331,235.00

$1,264,830.00

$2,066,405.00

SMALL PLANNED EVENTS Digital Activation Live Activation SMOKEHOUSE SOCIAL SHOWCASE

Atlanta

$1,000,000.00

TOTAL

$800,000.00

EXPENSE SUMMARY

$600,000.00

Small Planned Events

$-

ACTUAL BUDGET

BUDGET

ACTUAL

BALANCE

$804,375.00

$441,000.00

$363,375.00

$1,822,810.00

$324,610.00

$1,498,200.00

Tentpole Events

$499,220.00

$499,220.00

-

Finale Event

$204,830.00

-

$204,830.00

$3,331,235.00

$1,264,830.00

$2,066,405.00

Smokehouse Social

$400,000.00 $200,000.00

82

BUDGET

FINALE

$1,200,000.00

SMALL PLANNED EVENTS SMOKEHOUSE SOCIAL SHOWCASE TENTPOLE EVENTS FINALE EVENS

PLANNED NO. OF ACTIVATIONS

TENTPOLE EVENTS

$1,800,000.00

$324,610.00

NO. OF ACTIVATIONS

SMALL PLANNED EVENTS

SMOKEHOUSE SOCIAL SHOWVASE

TENTPOLE EVENTS

FINALE

TOTAL

83

2022

B A C K W O O D S M O N T H LY R E P O R T

MEET THE TEAM STEPHANIE E. ADAMS

MEET THE TEAM

Head of Client Services

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Stephanie Eason Adams is a bilingual marketing strategist with 16 years of experience in marketing, sales, and public relations for Fortune 500 firms in the entertainment, sports, retail, automotive, non-profit, and tobacco industries.

Stephanie’s expertise includes developing and executing consumer strategy, with an emphasis on experiential/event marketing, and positive relationship cultivation.

Stephanie has proven success in growth-oriented and development initiatives for brands and agencies alike.

RYAN J. WALKER Managing Partner

Ryan J. Walker is a 20-year marketing professional who currently serves as Managing Partner for Matrix MKTG. As Managing Partner, Walker oversees a team of innovators and executors who cultivate and craft meaningful relationships between “the culture”, brands, and consumers As a visionary, he spearheads long-range planning and business development and is responsible for overseeing the planning, development, and execution of the organization’s marketing and advertising initiatives.

Walker has held various positions in brand strategy, experiential marketing, and business operations, throughout his tenure as a Marketing Professional. Most recently, Walker’s team spearheaded the development of two groundbreaking cross-functional Tobacco consumer strategy initiatives, for ITG Brands – Collector’s Edition and Alternate Distribution Network. As well as seeing his client experience exponential sales growth driving their sector.

Outside the office, Walker has transformed his interests in entertainment and community development into an emerging portfolio of multitiered entertainment properties and real estate holdings. He is an award-winning film producer who has successfully financed, produced, and distributed - 4 full-length documentaries, 3 feature films, and 2 shorts. His projects have been showcased and featured at various international film festivals, most notably the American Black Film Festival and the Toronto International Film Festival.

RODNEY WAITES

IVERA A. PENNANT

NADIA STEVENS

Creative Director

Event Manager

Ivera Pennant is a creative designer with over 15 years of experience in fine arts, graphic design communication, and branding experience.

Ivera’s vision is to deliver creative and aesthetically pleasing stories by means of design.

Her expertise includes developing innovative visuals with her proactive applications and open-mindedness towards design.

Nadia Stevens has over 10 years of event marketing and consumer engagement experience in the tobacco, alcohol, automotive, sports, and sales industries. Nadia began working in the tobacco industry in 2012 as a Brand Representative for Al Capone Cigarillos thereby gaining knowledge of the rules and regulations of the tobacco industry.

Nadia has since worked with several tobacco brands including KOOL, BACKWOODS, Dutch Master, and Phillies. Nadia specializes in Tobacco Licensing and Event Management.

Client Service Director Rodney Waites has close to two decades of marketing and public relations experience. He has a keen professional with expertise in experiential engagement, multicultural marketing. communication strategy, social media, and brand integration.

Rodney has managed award-winning campaigns for Fortune-ranked brands, including McDonald’s, Pepsi, Jack Daniels, and Nissan.

Prior to working with Matrix Marketing, Rodney was group account director of engagement marketing for Chicago-based Ten35, a full-service agency focused on multicultural targets. While there Rodney lead several sports-based campaigns for Major League Soccer, The Annual International Champions Cup, as well as several onsite Superbowl activations. He also previously served as senior Marketing manager for Etched Communication a Niche Marketing firm in Houston Texas.

Rodney has an in-depth understanding of market consumers. As an on-air personality and producer in Houston with Iheart Radio (Launching Spanish CHR Format Mega 101 and Sports 790), CBS Radio, (Hot 95.7 and Sports Radio 610)), and Cox Media Group (93 Q Country and 107.5 The Eagle Classic Rock) During his time in radio, Rodney has engaged every type of consumer imaginable. This experience contributes to his unmatched marketing network.

TRICIA SMITH BROWN Experiential Director

MARINA SKYE Creative Director

Marina Skye is a Clio Award winning set designer and creative director who has taken her talents coast to coast leaving a trail of greatness and style. Some of her latest projects include stage designs for Summer Walker on Jimmy Kimmel, creative consulting for Backwoods Cigars, Motel 21 for 21 Savage and Atlanta’s own Trap Music Museum.

The Cali born-Creole creative has worked with some of the biggest brands and clients, including, but not limited to, Jidenna, KCamp, Budweiser, Jameson, and the esteemed High Museum of Art. Whether it be a video shoot, live performance set, or Airbnb, Skye’s work is highly recognized and widely sought after. She is seen as one of the most influential set designers and creative directors in the game!

Event Marketing Expert with over ten years of entertainment industry experience in Media, Loyalty Marketing, Advertising, Public Relations, and Special Events. Event producer with a proven track record in managing high-level projects and events from inception to completion, on time, within budget, and without the loss of creative integrity. Strategic thinker, ideator, and first-rate multi-tasker, known for producing top- quality results in fast-paced, high-pressure environments.

JAZMINE CLARKE Social Media Manager

Jazmine Clarke is a marketing professional with a focus on digital marketing, sales, and sponsorships. A recent graduate of Temple University, Jazmine has worked on strategizing and building digital and social media campaigns for companies such as the Minorities in Sports Business Network and the NFL. A detailed oriented individual, Jazmine helped strategize digital content for partners such as Pizza Hut, Pepsi, and Dairy Management Inc. where she tracked and analyzed digital elements as well as analytics of their respective campaigns.

SHAINA WIEL Digital Director

Shaina Wiel is a multilingual marketing (digital and linear), sponsorships, sales, and career development professional with nearly 15 years of experience in the sports and entertainment industries.

Shaina is a recognized thought leader, having served as an adjunct professor at institutions including Columbia University, Georgetown University, West Virginia University, featured speaker at the DISC Conference, the Hashtag Sports Conference, the NBA G League Sales and Marketing Conference, the NFL’s Careers in Football HBCU Summit, and the Minor League Baseball’s Diversity Think Tank.

She has also been featured in publications such as Forbes, Adweek, Hashtag Sports, Sports Illustrated, and HuffPost Live. In addition to her aforementioned work, Shaina has led digital marketing efforts for brands such as Papa Johns (post-scandal), Coca Cola, Walmart, among others as well as for various startups.

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