Influencer MarketingInfluencer MarketingProposalProposal

Hello there,

You need an influencer marketing strategy - don’t let anyone tell you any different. And we’re not talking about having an influencer to blatantly urge their 1M+ followers to buy your product (consumers don't want to be bombarded with salesy messaging they don't care about; they want authentic experiences). You need to figure out their motives and fears, what makes them tick, where your target audience is hanging out on the internet? Once we understand your audience, we can craft a message they're going to hear loud and clear in a place where they want to hear it by influencers who they trust.

The real goal is to get a consistent traffic of buyers headed to your site so we want to make certain that we’re catching your target at time when they’re likely to buy and make it easy for them to do so, wherever they are.

The great news is that influncer marketing teach consumers about your products, lend search-engine-optimization authority, counteract negative feedback with positive feedback, increase sales and help with user-generated content. We can customized an influencer program to hit your company's goals.

I'm happy to jump on a quick call, send along any additional information or answer any questions for you - just let me know what works best for you.

Cheers,

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Overview and Goals

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ABOUT US

What We Do?We connect brands with top digital influencers to drive successful branded campaigns, enabling brands to reach their target audiences through authentic and original content. Based in the beating heart of Hollywood, MOSTLY SUNNY creates and strategizes influencer marketing and advertising initiatives across YouTube, Snapchat, blogs, Instagram, and other social platforms.

Why Us?We’re social people. Beyond getting invited to lots of parties, we understand how you can translate what may seem like the frivolous online interaction of your customers into engaging with them in a way that makes your brand more meaningful. We know who is where, what they’re doing, and the best ways you can interact with them. It’s like knowing the dress code for every occasion, the right wine to bring to dinner, and whether a rom-com or a thriller is the best choice for movie night. You don’t want to crash their party, you want to be on the top of their VIP list.

Why Influencer Marketing?If we take a look at the data, it's obvious that social media is the single best way to reach a large portion of your consumers. It just so happens that influencer marketing is the magic formula to grab their attention and win their endorsements on a product through sharing of posts, further promotion of a brand or product, or an outright purchase. Influencers can teach consumers about your products, lend search-engine-optimization authority, counteract negative feedback with positive feedback, increase sales and help with user-generated content.

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RICARDO DACOSTA

CEO & Creative Strategy Director

Our Team

EVE NOIR

Influencer Relations Director

EVE STEPP

Creative Director

DEREK VASCONI

Growth Hacker

CLAUDIA GUARDADO

Account Executive

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DARREL ISAAC

CFO

EVAD SET

COO

#Team Continued

Simply put, Mostly Sunny helps companies grow better.We're more than a brand and marketing consultancy; we're an indispensable ally for companies that count on us to apply the right combination of insights, strategy, creativity and imagination to deliver better brands, better experiences and better paths to growth.

That is who we are and that is our brand .

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92%92% of people trust recommendationsfrom individuals (even if theydon't know them) over brands.(Source)

of consumers use social media tomake purchase decisions. (Source)

of brands who have usedinfluencer marketing judged it tobe effective. (Source)

conversion rate increase whenbrands share content throughinfluencers in their industry.(Source)

of brands believe they get bettercustomers from influencermarketing. That's because therelationship began with trust inthe influencer. (Source)

74%74%

81%81%

51%51%

3-10x3-10x

Let's take a look at the numbers, shall we?Let's take a look at the numbers, shall we?

80% of Customers think80% of Customers thinkbrands should use more userbrands should use more usergenerated content in theirgenerated content in theiradvertismentadvertisment

78% would be more loyal to a78% would be more loyal to abrand that uses the actualbrand that uses the actualcustomer in ads vs. celeb orcustomer in ads vs. celeb oractorsactors

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The challenge is identifying and measuring the return on investment when itcomes to influencer marketing. But make no mistake, there is data validatingthe efficacy of influencer marketing as a strategy for reaching young audiences

on social and mobile, with a strong return on investment

Some industries fare better than others when it come to influencer marketing.According to an eMarketer study, the consumer packaged goods (CPG) food

industry has seen the biggest return followed by travel, beauty, alcohol andbeverages, and grocery. However, with the democratization of media,

influencer marketing is increasingly the most effective way to reach online andmobile audiences.

Once the connection is made, an influencer can hold far more power than abranded message. This isn't a particularly new phenomenon social has just

opened the door to more voices than ever before. In the end, influencermarketing turns the consumer trust in word-of-mouth into a strategic

marketing opportunity by capitalizing on the intimacy of the social medium.

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SCOPE OF SERVICESSCOPE OF SERVICES

Influencer Marketing ProcessInfluencer Marketing ProcessFrom our first conversation to your last report, so many factors and decisions go intomaking your influencer campaign a success. This guide outlines the key stages of aninfluencer campaign,what you should expect to contribute to, and what we'll be managingevery step of the way.

Phase 1 : StrategyPhase 1 : StrategyThe first step to an influencer marketing campaign is strategy development - you can't just"wing it" and hope for the best. We will gather insight and data and develop a plan of attack andbe sure to consider the following points carefully:

• BudgetBudget - How much money are you willing to invest in your influencer marketingcampaign? Do you have a budget to sponsor content, pay influencers for their time andeffort or commit to a paid content distribution model? If so, how much? It's alsoimportant to think about how many contra products/services we can allocate to yourinfluencer marketing, as each influencer will have to receive at least one complimentaryproduct or service in order to adequately create content about your business.

• TimeframeTimeframe - What is the timeframe we are working with, and does content need to bepublished by a deadline? We will develop the timeline of the steps we need to take fromend to end with due dates for your influencer marketing campaign. This is especiallyimportant if your influencer marketing is to promote a seasonal collection (e.g. wintercoats, summer holiday activities) or is to align with a new product launch.

• PlatformPlatform - Our team of strategists will select the right platform for you and your industryto target in an influencer marketing campaign to ensure your campaign is successful. Eachsocial media platform is fantastic for a specific industry and audience demographic; so wewill ensure to focus on engaging influencers who are popular on your most engagedplatform.

• DemographicDemographic - Who we should target? This is the most important part of the strategybecause, without an understanding of your target market, we cannot create a campaigntailored to them.

• PromotionPromotion - Do you want influencers to promote a particular product or service, or thebusiness as a whole? Our strategy will either revolve around your key product or serviceoffering, or the brand as a whole if you are just entering the market. If we don't have aplan on what you are actually going to promote, we can't communicate that to theinfluencers and they, therefore, cannot share the message with their audience.

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• ActivityActivity - We will create outside the box influencer campaigns that are mutually beneficialand hits your KPIs. It could be a hosted competition, affiliate arrangement, ambassadorpartnership, sponsored blog post, social media shout out... the possibilities really areendless.

• KPI's and measuring successKPI's and measuring success - We will work collaboratively with you to narrow down anddefine your goals and develop results that you want the influencer marketing campaign todrive. Whether it is exposure and awareness, increased sales or social media growth, yourKPIs measures your success, and we will set target objectives (it could be $10,000 in salesor 100 new email sign-ups) to strive towards and help focus your efforts.

• Market characteristics and trendsMarket characteristics and trends- We will gather and assess internal data (e.g. brand /organisational) and external data (e.g. 3rd party surveys, white papers, reports) data onconsumer or business trends, markets, stakeholders, competitors, etc.

• Digital analytics data including site analyticsDigital analytics data including site analytics-- People are viewing the web on a variety ofdevices - tablets, smart phones and other mobile devices. If your website doesn't supportthose devices, this can negatively affect how users interact with your business. If the siteloads slowly and the layout is unresponsive and awkward to navigate, you may end upwith a frustrated user.

• Content auditContent audit-- We'll assess all available data sources including any existing social mediaprofiles and look at where your brand content is available (Paid, Owned or Earned media)and in what formats. What has worked well, or indeed poorly, to date? We will take noteon which elements appear to be on-brand and which not. We will identify different formsof Content marketing at different points in the marketing funnel. Do the messages onboth the website and in social media appear to meet the influencer marketing objectives?

• Competitor auditCompetitor audit -- We will identify your primary competitors and note how their onlinebehavior differs including: How they use their influencers marketing? Which socialnetworks do they utilize and how (e.g. do they appear to be actively engaging others), notethe volume and frequency of updates and what metrics (e.g. numbers of fans / likes etc.)are available. Use of other communications to explain their proposition e.g. AdWords,Display ads. How do they use content (content types/ formats/ where placed)

• Customer / Stakeholder auditCustomer / Stakeholder audit-- We will examine your customer wants or needs andwhere they go online to meet those: undertake buyer journey map, customer persona andaudiences review: e.g. Demographics, keyword research analysis, social mentions /sentiment and product /service reviews if available. If necessary, we will interviews yoursenior management, sales and / or customer service teams to gain insight of opportunities,barriers, etc. for your brand in the marketplace.

• Specific media and link auditsSpecific media and link audits -- A PPC audit or social media advertising audit if withinscope of the brief / project. A backlink audit using tools such as Moz Open Site Exploreror Majestic SEO. A technical on-page audit.

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Phase 2: DiscoveryPhase 2: DiscoveryOnce we create your strategy and understand your goals and targets, it's time to start thediscovery phase and find the influencers that are the right fit for your brand. We will examineinfluencers' posting styles, posting frequencies, follower counts, interest categories, persona,keywords and hashtags to develop a comprehensive influencer report that highlights theiraudience demographic, geographic and pyschographic data .

SAMPLE INFLUENCER REPORTSAMPLE INFLUENCER REPORT

Phase 3: Planning & DevelopmentPhase 3: Planning & DevelopmentOnce we understand your audience, your message and your targeted influencers, we need toensure that calls-to-action, landing pages, the appropriate forms, thank-you pages, follow-upemails, micro-site, social hub-and at times even SEO- are all in place to make the influencermarketing campaign a success. Once we're armed with this information, we'll submit oursuggestions if needed. In a nutshell, we would like to ensure that once the influencers drivetraffic to your site, we can convert them in sales.

Your website needs to look on-brand, work smoothly, be search-engine friendly, simple foryour team to update, and responsive to whatever kind of device users are viewing from. It'sabout creating a online experience that transforms users into followers, customers intoambassadors.

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These are the topics hisaudience is following on socialmedia, and / or is currentlytalking about.

Reach -How they rank compared toother influencers in the amount ofpeople who view a post

Engagement -How they rank comparedto other influencers in the number ofpeople who like or comment on a post.

Amplification -How they rankcompared to other influencers in howoften their content is shared.

Age calculation by combiningdisclosed ages and matching withreal life name database

Bio + Photo - fromTwitter

Gender breakdown - broken

down by name and actual gender

Summary of all social platform activity

updated every 3 days

Calculated based on the location

of the accounts following them.

Ethnicity calculated by matchinglast name to real people

Topics their audience isfollowing on social media, and /or is currently talking about.

Phase 4: OutreachPhase 4: OutreachOnce you sign off on the finalized list of target influencers, it's time for us to reach out to ournetwork and start the conversation. We'll introduce your brand, talk about your business andexplain how you'd love them to be involved. We will also give them some ideas on how thepartnership might work, provide any information that is required and gauge their interest incollaborating. We also will obtain creative briefs, media kit and rate card from influencers.

Don't worry. Our team is always polite, informative and conversational in our outreach emails-never demanding or overwhelming.

Phase 5: CollaborationPhase 5: CollaborationStep five of the influencer marketing process is to start collaborating with the selectedinfluencers. This is where we talk about how we are going to work together and what isexpected from both parties. There is often a lot of back and forth in this step, as you are bothunderstanding the best way to work together that will be mutually beneficial. If we're in thesame city, we can meet with the influencer to get to know each other, form a personal workingrelationship and start brainstorming some ideas on how we can collaborate. Normally, weconverse this on the phone or by email.

As we confirm the collaboration and how we are going to work together, we will put togetheran agreement in writing so both you and the influencer understand the expectations, timeline,and KPIs. It is good to have in writing to refer back to throughout the process or if anyproblems come up. We encourage that we finalize these guidelines no later than one week afterthe contract is signed so we can review and publish to our influencer website.

CONSIDER THIS:

• Campaign hashtags

• Accounts to tag -required or optional

• Tracking links

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Phase 6: Campaign SupportPhase 6: Campaign SupportAfter we have organised the engagement and influencer requirements, we will move into asupportive role to help the influencers create epic content about your brand. After all, socialmedia users and consumers only engage with good content, so your influencer content needs tobe brilliant. We encourage you to make available products (gift or loan) for them to shoot with;in addition, if not developed, we can create a press release with information about the brand sothey don't have to research, be available for an interview, suggest content ideas and aesthetic,give them all of your contact details and links to include, supply tracking links (if applicable), beresponsive on email, create a unique discount code for their followers… do everything we can onour end to help make their content better.

We will make sure to share their content across your platforms by retweeting, repinning,regramming and sharing on Facebook. This will increase the reach of their content and will alsoreinforce your message with your established community. It's great to share influencer contenton your platforms, but we highly suggest to refrain from publishing their content on your blog,in your newsletter and in catalogs or on other marketing materials unless we get theirpermission and a joint copyright agreement.

We encourage you to sit back, relax and watch the influencer posts come in during thecampaign, but know we will be putting a great deal of time and effort providing constantsupport and engagement with the influencers throughout the entire campaign duration.

Phase 7: OptimizationPhase 7: OptimizationWhen an influencer campaign goes live, we'll monitor it closely and immediately start to trackhow it is going and directly interact with the engagement on the post. If something is workingwell, we will recommend to allocate a budget to help increase the reach of an influencer post byoffering to sponsor their content on a paid campaign (this works really well for Facebook orInstagram).

When it comes to optimization, we will think of ways we can make the influencer engagementbigger and better, and get the most out of the opportunity. We could adapt the call-to-action,create more content with a different product/service or talk about publishing the campaignacross multiple platforms. Our main goal is to help optimize the campaign, drive more traffic toyour website and convert users into customers from influencer marketing.

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Phase 8: Reporting & ROI AnalysisPhase 8: Reporting & ROI AnalysisWe're almost there! Now that your influencer marketing campaign has been published, we willstart reporting on the collaboration and measuring the ROI.

Some important metrics to that we will consider in your reporting and ROI analysis include:

• Website TrafficWebsite Traffic - Was there an increase in traffic and new users to your websiteimmediately after the influencer campaign? If so, this suggests the campaign wassuccessful in increasing exposure and awareness to potential new customers.

• Sales DataSales Data - Can you attribute sales to the influencer campaign? If you have GoogleAnalytics eCommerce tracking enabled, we can analyze whether the activity generateddirect sales immediately, or over a period of time. It is also important to understandwhether sales increased in general after the campaign and whether they can be attributedto an increase in brand awareness and exposure.

• Social Media GrowthSocial Media Growth - Did we see a growth in your social media platforms after theinfluencer campaign? While this may not equate to sales in the short-term, new socialmedia followers enter the top of the sales funnel and will eventually (whether it is in days,weeks or years) become a paying customer and loyal member of your tribe. Don'tdiscount a growth in social media followers, as it is still an important aspect in communitydevelopment and growth. It's also a sign that people love what you are doing andintrigued to see what you do next, which is the ultimate form of flattery.

• Referral SourcesReferral Sources - Where are your referrals coming from and has there been a change sincethe influencer campaign? Our team will analyze where your referrals are coming from andif they have changed since the influencer marketing campaign. Understanding yourreferral sources will give us a good idea of what is working and what is not, so we canreplicate or pivot next time.

• UsersUsers - Finally, an increase in unique users landing on your website is a good indicationthat the influencer campaign was successful in raising brand awareness and exposureamong consumers who are interested in your product/service offering. When we start tosee a growth in returning visitors, this suggests consumers are consistently returning toyour website in preparation to make a purchase.

• Influencer InsightsInfluencer Insights - We will include data and metrics from the influencer post campaignand deliver snapshots of their data, such as the page views and impressions of a particularpost.

Once the final recap report is given, we'll request to have a conversation with you to discusscampaign highlights and feedback on your influencer marketing experience. In addition to theweekly and final reports, we will also provide you a download of all influencer photos shared intheir branded posts after the campaign is over. These photos can be repurposed at yourdiscretion.

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Your influencers like your brand - that's why they signed up to represent you. We will showthat you appreciate their efforts and devise a simple thank you message that we can pass along tothem. They'll stay a fan for life

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CASE STUDIESCASE STUDIES

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BUDGETBUDGET

DESCRIPTION PRICE

Strategy PhaseStrategy Phase1 -2 Weeks project includes: discovery meeting, phone consultation and strategy document as final deliverable. Audits include: defining your goals, objectives and KPIs, reviewing marketing characteristics and trends, social listening, digital analytics data (including site analytics), media and link audit, content audit, competitor audit, customer audit, and influencers audit.

TBD

Discovery PhaseDiscovery Phase1-2 weeks This phase will begin by submitting a recommended list of suitable influencer types and influencers. List includes influencer's audience analytics-- i.e. demographic, psychographic and geographic data. During this process, we will: review and evaluate the influencers, social channels, media, keywords and hashtags that can best achieve your objectives.

TBD

Planning & Development Phase:Planning & Development Phase:1-2 weeks (depending on the scope of project). Includes: calls-to-action, landing pages, forms, thank you pages, follow-up emails, SEO, microsites, social hubs, google analytics ecommerce, CRM, campaign guideline pdf, product (gifting or loan).

TBD

Total TBD

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Your InvestmentBelow is the budget we've estimated based on the scope of services outlined earlier in thisproposal. If you have any questions about our pricing or need to increase or decrease the scopeof work, please leave a comment and let us know.

CORE BUDGET (PRELIMINARY BUDGET & TIMEFRAME)CORE BUDGET (PRELIMINARY BUDGET & TIMEFRAME)

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DESCRIPTION CONTINUED... PRICE

Outreach PhaseOutreach Phase1-3 weeks- Includes: intro emails, partnership ideas, press release, gathering branded content, media kits, rate cards, relationship cultivation, social media management.

TBD

Collaboration PhaseCollaboration Phase1 -2 weeks depending on the client's needs. Includes brainstorming, creativebrief, creative discussions, campaign guidelines submission, mailingproduct(s), social media management.

TBD

Campaign Support PhaseCampaign Support PhaseTimeframe depending on scope of project that was agreed upon and approvedby client and influencers. Includes: campaign management, campaign analysis,production, discount codes, social media management

TBD

Optimization PhaseOptimization PhaseTBA timeframe- Includes: re-targeting / re-grouping, sponsored posts, bannerads, content distribution, calls-to-actions, conversion analysis andimplementation, PPC

TBD

Reporting & ROI AnalysisReporting & ROI Analysis1 week -Weekly and final recap reports (web traffic, sales data, social mediagrowth, referral sources, users, influencer insight), phone call discussion oncampaign highlights and feedback, thank you notes to influencers

TBD

Total TBD

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BEFORE YOU SIGN...

NEXT STEPS1. Please read the contract on the previous page to make sure you understand all the details

involved with us working together. It’s really important to us that everything istransparent and understood from the beginning so that we lay a solid foundation for agreat working relationship.

2. If you have any questions at all, please let us know. We’re happy to clarify any pointsand there may be some items that we can sort out together. We’re committed to findingthe best way to work together.

3. Once you feel confident about everything and are ready to move forward, please clickthe 'sign here' button below.

4. Sign in the box that pops up to make the acceptance official.

5. Once we receive notification of your acceptance, we’ll contact you shortly to sort outnext steps and get the project rolling.

6. We’ll email you a separate copy of the signed contract for your records.

7. If you’d like to speak to us by phone, don’t hesitate to call

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Eve NoirDirector of Business Development Mostly Sunny, Inc.

Client's Signature