FELLOW FOUNDED COMPANY CHALLENGE

Team Nicolas Caged

Target Influencers

● Advocates for Slope at Moz Con and beyond

● In three categories: ○ Content Marketing○ Creative○ Media

Blogs & Authors

● Promote Slope online

● Build momentum before & after product launch

OutreachStrategy

Product launch at Moz Con, September 12th

TARGET INFLUENCERS

Kindra Hall

•Hosts NPR’s Marketplace Tech

•Less social influence, easier to contact

Leverage one of your Durham or MoogFest connections (we have some ideas!)

Brock Johnson

•Content Marketing consultant and keynote speaker

•Previously met Slope founders

Send her a personalized travel mug with quote from one of her recent blogs

Rand Fishkin•Founder of Moz, 320k+ twitter followers

•Slope founders met his mother!

Invite him one of the Seattle restaurants he recently tweeted about

BLOGGERS

Column Reachability (1-3) Social Authority (1-100)

Mark Carter 1 42

Rick Ramos 1 49

Ashley Read 1 52

Neville Medhora 2 56

Ali Mese 2 57

Kristi Hines 2 57

Chris Welch 2 59

David Meerman Scott 2 61

Joe Pulizzi 3 68

Neil Patel 3 70

Michael Brenner 3 70

Seth Godin 3 72

Danny Sullivan 3 75

Jeff Bullas 3 83

Aligning Zest Tea With a Social Cause

Why Energy Poverty?

❖ Resonates with customer demographics❖ Space to be a major difference maker

➢ A large problem : 1.2 Billion Individuals without access to electricity

➢ Cost Effective Solution Does Exist: Distributed Solar Energy

➢ Needs More Funding to Be Invested in organizations building these systems.

❖ Not a crowded philanthropic market➢ Levi’s success donating to fight AIDs

❖ An organization that uses distributed solar and water technology to give rural communities access to water and electricity.

❖ Raises funds through visible crowdfunding campaigns ➢ adopts uncomfortable transparency model like

Charity: Water

❖ This model allows Zest Tea to maximize its social impact and benefits from attention on platforms.

innovation: Africa

The Process❖ For each new product launch, begin new

project campaign on innoafrica.org➢ Receive photo and video content from Innovation:

Africa

❖ Begin with flash social media campaign to generate publicity➢ Integrate stories

❖ Reward employees for meeting goals with donation

❖ Donate chosen percentage of proceeds each year

Branding

❖ Key themes:➢ Entrepreneurship (Globally and locally)➢ Empowerment, not a cash out➢ #StayWoke

❖ Integrate stories across web platforms❖ Instill in company culture

➢ Rewards for employees who meet goals

➢ Leads to better employee dedication, can

speak proficiently about it (88% feel “strong loyalty”)

The Long Game❖ Mode of donating it automated, and flexible. ❖ Making the cause a core part of the organization’s work will create

powerful content marketing opportunities in the form of : ➢ Podcasts➢ Blogs➢ Short Documentary Series

❖ Future projects:➢ Community grants in Baltimore area

❖ This storytelling can eventually even be incorporated into a new tea blend and other products that are centered around these projects.➢ Ex. Ugandan Darjeeling blend ➢ Could feature information about a solar project in rural Uganda

Appendix