Brand Project #3 Sample: Patagonia's Media Brief (where their message is expressed)

• Earned Media
• Publicity
• Worn Wear Black Friday Swap
• http://www.triplepundit.com/2013/11/patagonia-black-friday-campaign-urges-customers-repair-worn-clothing/
• Influencer Engagement
• http://wornwear.patagonia.com/submit
• Corporate staff and store employees
• Shared Media
• Partnership
• iFixit
• Common Threads
• Yerdle
• Social Media
• Facebook
• facebook.com/patagonia
• Twitter
• twitter.com/patagonia
• #wornwear
• Instagram
• instagram.com/patagonia
• http://instagram.com/p/whw5_Rvs5Y/?modal=true
• http://instagram.com/p/v6Sqn8Ps7b/?modal=true
• instagram.com/wornwear
• YouTube
• youtube.com/patagonia
• Blogs
• wornwear.patagonia.com
• Owned Media
• Content
• Website
• Books
• The Responsible Company
• Let My People Go Surfing
• etc.
• Movies
• http://youtu.be/z20CjCim8DM
• Catalogs
• Packaging
• Physical
• Stores
• Worn Wear Repair Truck
• Paid Media
• Incentive
• Brand ambassadors
• Paid Media
• Digital displays/retargeting
• Search Engine Marketing
• NY Times print ads