Mountain Hardwear

IABC Virtuoso Award Submission

March 2, 2012

Entrant’s Name:

Audrey mcLoughLin

Organization’s Name:

The MarkeTing DeparTMenT

DivisiON 1: CommuniCAtion mAnAgement

CatEgOry 5: mediA reLAtions

Entry Name:

mountAin hArdWeAr – FALL 2011BoLstered pr progrAm

worK SaMPLeS

Appendix AMountain Hardwear – six-step Bolstered Pr Plan:

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BOLSTERED PR PLAN SUMMARY 2

BACKGROUND The following six step plan was executed between August 15 and October 15, 2011:

STEP 1 E-mail Teaser • E-mailteasertomediatopromotenewMHWtechnologies.

• Advisefollow-upcallwillbecomingshortly.Timing:weekofJune13

STEP 2 Follow-up Call with Media • PreliminarydiscussiononMHWtechnologies.

• Confirmsizinginformationforproductsamples.

• Advisemediaofscheduleforreleasesandproductsamples.

• DiscusstheopportunityforaphoneintervieworpersonalvisitfromMHWtodiscussnewtechnologies.

Timing:weekofJune13

STEP 3 Media Release Delivery • Deliverreleasesandproductadvisoriestomediaviae-mail.Timing:weekofJune20

STEP 4 Media Release Follow-up Call • Follow-upphonecallwithmediatoconfirmandreviewinformationreceived.

• Discussopportunitiesfortheirfall/winterissues.

• ConfirmgloveandjacketsizingforproductstobeshippedinAugust(ifrequired).

Timing:weekofJune27

STEP 5 Product Delivery & Interviews • ProductdeliveryandoptionalpersonalorphoneinterviewwithMHWrepresentative.

• Includefolderinthepackagewithcoverletter,releasesandsupportingimagery.

Timing:startingAugust22

STEP 6 A Follow-up & Thank You • Sendathankyouitem,suchasatoque.

• Requestthattheysendtearsheetofcoverage.Timing:weekofSeptember5

Appendix BMountain Hardwear – F11 Bolstered Pr Program e-Blast

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Appendix CMountain Hardwear – F11 Bolstered Pr Program Box Elements

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Appendix dMountain Hardwear – F11 Product advisory Plan

Note:Every product advisory will include:• Intro paragraph customized to publication• Product descriptions• Link to product shots and lifestyle shots where available• Link to press kit

F11 Priority Products

Publications – w/o Jun 13Newspaper – w/o Aug 22

DistributioN Date

Priority ProDucts/

Key NeWsMSRP

Effusion Power Jacket (OM4210/OL4201) $160

Butter Man Colorblock Hoody (OM4213) $90

Butter Zippit Hoody (OL4458) $80

Butter Warm Up Pants (OM4216/ OL4205) $90

PERFORMANCE RUNtoPic

Publications – w/o June 27Newspaper – w/o October 10

ALPINE

Publications – w/o June 20Newspaper – w/o September 12

SNOWSPORTS

MSRPDrystein Jacket (OM4147/OL4260) $450

Bokta Pant (OM4148/ OL4129) $400

Nitrous Jacket (OM4153/ OL4133) $250

Typhon Glove (OM4395) $150

Echidna Glove (OL4398) $150

MSRPSnowstastic Jacket (OM4429/ OL4427) $480

Snowstastic Pant (OM4431/OL4428)

$330

Downhill Parka (OM4186/ OL4179)

$400/ $380

Wayback Ski Pack (OU4448) $180

Zeus Glove (OM4349) $120

Maia Glove (OL4350) $120

MeDia chaNNel

OUTDOOR NEWSPAPER

OUTDOOR NEWSPAPER

OUTDOOR NEWSPAPER

DRyQ ACTIvEFeature techNoloGy

DRyQ ELITEOUTDRy

DRyQ ELITEOUTDRy

Publications – w/o Jun 13Newspaper – w/o Aug 22

DryQ

DryQ – Active – Elite

INNOvATION STORIES FOR 2011

OUTDOOR NEWSPAPER

MEdiA rELEAsE

OutDry

11

Appendix eMountain Hardwear – Dry.Q Media release

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Appendix eMountain Hardwear – OutDry Media release

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Appendix eMountain Hardwear – Product advisory a

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Appendix eMountain Hardwear – Product advisory B

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Appendix eMountain Hardwear – Product advisory C

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Appendix FMountain Hardwear – F11 Bolstered Pr Program thank you Note

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Appendix gMountain Hardwear – Media Coverage

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expLore mAgAzineseptember/October 2011 issue – page 24/25

article: into gear: shell game

Featured: Drystein Jacket

get out there mAgAzine september/October issue – page 14

article: Best of Fall – Fall gear guide (staff Picks)

Feature: MHW Effusion Power Jacket

Appendix gMountain Hardwear – Media Coverage

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impACt mAgAzine september/October 2011 – pages 75 to 80

article: stylin’ Olympians

Featured: MHW Effusion Hooded Jacket,

MHW Effusion Power Jacket and

Power tights, and other items

espACes (FrenCh)september 2011 – page 35

article: styles d’automne sublimes

Featured: Women’s Drystein Jacket

Appendix gMountain Hardwear – Media Coverage

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AdVenturA (engLish)september, 2011 – page 23

article: Fashionable Fall

Featured: Women’s Drystein Jacket

ski CAnAdA Buyers guide 2012

article: gear and gadgets

Featured: MHW Outdry glove technology

Appendix gMountain Hardwear – Media Coverage

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BACkCountryskiingCAnAdA.Comsummer Online issue

Posted : review of the Drystein Jacket

review of the snowtastic Jacket

gripped mAgAzine October 2011 – page 8

article: Booty

Featured: Drystein Jacket

Appendix gMountain Hardwear – Media Coverage

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ottAWA outdoorsFall 2011 – page 27

article: great gear for getting outside this season

Featured: Effusion Power Jacket

sun mediA (26 sun papers and online across Canada)

December 20 2011

article: Welcome Winter

Featured: Featured: Women’s Drystein Jacket,

Women’s Echnida glove

Appendix gMountain Hardwear – Media Coverage

ski trAx December 2011 – page 36

article: Mt Hardware

Featured: torsiontM golve, Effusion Jacket, Effusion Powert tights

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s-mAgAzineFebruary 2012 – page 17

article: First Load

Featured: Drystein Jacket

Appendix hMountain Hardwear – Media Feedback Highlights

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From Brad Steele, BackCountrySkiingCanada.comHi Nancy, just received the gloves – thank you for sending those over and arranging for us to be able to review them. i have to tell you i love the presentation of the box - very nice. the gloves look like a backcountry skiing winner as well. We will place those into our review schedule and get them up on our web site and social media accounts as soon as they complete. i will let you know when the reviews are done and where to find them. Please continue to keep us up to date on all things Mountain Hardwear. Many thanks.

From Gordie Bowles, BK Media Inc.Many thanks for the Drystein jacket. your team does a top rate job and should be commended.

From Deb Cummings, Editor, up! magazineJust wanted to send a long a great big thanks for the gorgeous gear that arrived last week. Not that i am wishing for snow but i can hardly wait to try them out. We’ll use one or both items for our ski guide that’s coming out in November. Hope all is well.

From Iain MacMillan, Ski Canada Magazinethanks so much for the fantastic MH gloves and jacket guys – they totally rock! My diminutive frame is often hard to fit but the shell is perfect and the gloves, well, they fit like a glove. i’ve never had any MH before but i really like. so many shells have such a light feel to them, they hang on you like a thick garbage bag but this is amazing...sweet. thanks again.

From Joanne Richards, Sun MediaHey Nancy ... i got that amazing package with Mountain Hardwear product. We are already giving thought to Christmas gift supplements and i want to feature lots of great ideas! thanks, JO