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ELEVATING AWARENESS FOR MS

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Elevating Awarness for MS. Three day long event to raise money for MS

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ELEVATING AWARENESS FOR MS

ELEVATING AWARENESS FOR MS-By Kelly Simmons

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Creative Brief: SOUL SHINEBy Kelly Simmons

Project: Soul Shine Music and Snowboarding ShowcaseSoul Shine is a non-profit fundraiser that will benefit continued research toward finding a cure for Multiple Sclerosis (MS). Location: Copper MountainDates: March 3, 2011 and March 4, 2011

Project Description: The Soul Shine festival and fundraiser will focus on elevating awareness and to raise funds in support of the national Multiple Sclerosis Society. The Soul Shine event will be held in the village at Copper Mountain Resort in Colorado. The event dates will be Saturday March 3rd 2011 and Sunday March 4th 2011.

Soul Shine will be taking a bold and optimistic approach to gathering funds and raising awareness of MS. By combining an upbeat Rocky Mountain attitude and ski town atmosphere, Soul Shine aims to raise money for people and their families af-fected by Multiple Sclerosis. This two day long event will feature live music, a Soul Shine Jib-Jam, and silent auctions. All pro-ceeds will go to the National Multiple Sclerosis Society and will benefit continued research for a cure. More information can be found at: (http://www.nationalmssociety.org/index.aspx).

Background: Multiple sclerosis (MS) is a chronic, often disabling disease that attacks the central nervous system (CNS), which is made up of the brain, spinal cord and optic nerves. Symptoms may be mild, such as numbness in the limbs, or severe, such as paralysis or loss of vision. The progress, severity and specific symptoms of MS are unpredictable and vary from one person to another. Today, new treatments and advances in research are giving new hope to people affected by the disease.

The Soul Shine event aims to raises money for the National Multiple Sclerosis Society. All donations and proceeds will benefit continued research and help fund programs and services that assist people struggling with the affects of MS.

The two day event will host a variety of events including on-hill action with the Soul Shine Jib Jam. The Jib-Jam will take place next to the American Eagle Chair Lift. Soul Shine will also feature live music from Warren Haynes, Michal Fanti, Damian Mar-ley, H.5 Collective and The Soul Travelers, The Expendables and Los Lonely Boy. For a $50 donation, guests can enjoy VIP ac-cess to the stage, free beer from Coors and an event t-shirt.

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Deliverables: The brand identity of the Soul Shine event will be boosted with the creation of an inspiring event atmosphere and a positive, uplifting logo. Visual marketing impressions will be made through the use of multi-material print collateral. This will include the use of a stage backdrop, posters, flyers, t-shirts, standing visual aids, VIP lanyards, fanny packs, banners slip sheets, hats, coosies, draw string bags, stickers and happy hour gift cards.

Sponsors: •National Multiple Sclerosis Society •Copper Mountain Resort •Westword Magazine •Coors

•Volcom •Electric Goggles •Thirty-Two Boots •Icelantic Skis •SoKold Accessories

Communication Strategy:The main communication goals are to raise funds for the continued research in MS and to create public awareness. Because Sole Shine is a non-profit event, attendance will be the main focus. This will be achieved by Musical performances by popular and nationally recognized acts such as Gov’t Mule and Michael Franti with all generated proceeds benefitting continued research to find a cure for MS.

Soul Shine will create and utilize an attractive logo design that will communicate an optimistic mentality and the positive support surrounding continued support for MS. The logo will represent the two-day event and initiate awareness. Higher levels of brand rec-ognition will remind and encourage patrons to donate. This design delivers a strong and positive vibe. The logo will incorporate light colors and sunrays within the design suggest an upbeat and positive message. This will encourage people to stop by the event and will successfully contribute to the goal of raising awareness of MS.

Soul Shine will use billboards, posters and on-line marketing to advertise this event. Soul Shine will utilize its position as a non-profit to ac-cept discounted advertising rates in Denver and surrounding area magazines, newspapers, television, radio and online news outlets. Support behind The National Multiple Sclerosis Society will allow this event to be underwritten by sponsors.

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Strategic Target:The target demographic will be the extreme sports enthusiast. The main demographics will be men and women, ages 12-60 years old, who like to ski, snowboard, listen to music and like to support charitable causes. Soul Shine wants to create a family-friendly atmosphere and will target all ages. However, the middle age bracket, ages 35-55, will be a target demo-graphic due to their higher financial income, thus making them an ideal target for donations.

Prime Prospects:Soul Shine is a two day event which consists of snowboard competitions, concerts and silent auctions. Because of the span of activities, there will be integrated participation from varying demographics. To reach each desired demographic, vary-ing information outlets and niche publications will be utilized for maximum exposure. The greatest response will be to adver-tise in Denver and surrounding area magazines, newspapers, television, radio and online news outlets.

Benefit: Soul Shine can be defined as a distinguished benefit offering a unique set of marketing tactics. Because Soul Shine will link participa-tion and fun with a charitable cause, the results will be positive and ultimately deliver an uplifting experience. A primary goal of this event is to convey to participants that having fun and participating in a charitable outreach is possible and does make a difference.

Reason to Believe: Two day festival filled with live music, competitions, and silent auctions to raise awareness and funding for continued research to find a cure for MS.

Brand Character: - Inspirational, positive, enjoyable and for a charitable cause. -Learn, grow and have fun!-Making a difference in the world is important!-A snowboarder’s drive to ride should never be interrupted by MS.-A skier’s ambition to ski should never be drained by MS.

Multiple Sclerosis can be an ambition drainer and drive wrecker. Soul Shine exists to bring the importance and immediacy of finding a cure to the frontlines of action sports. With continued help and awareness, every athlete can let their soul shine without worry.

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Features: Featured artists like Gov’t Mule and Michael Franti playing live music to elevate awareness for MS. Silent auctions, raffles and a Jib-Jam competition.

Insights into Target: The target market resonates with an attractive branding event. This event is focused on helping people and families who have a loved one suffering from the effects of Multiple Sclerosis. This event also caters to those who have a charitable heart and would like to participate in a worthy cause.

Design Strategy: Soul shine has an attractive event logo that creates positive vibes. The colors yellow, orange and black create an upbeat image which contributes to the optimistic atmosphere the event will embrace. The sunrays used within the design are a metaphor for positive energy which reflects the hopeful efforts to find a cure. The bright and inviting logo also contributed to brand recognition, which will boost awareness of Multiple Sclerosis.

Priority of Communication:1) Creating recognition of the Soul Shine event name will be the most important communication priority. 2) The purpose of the event is to increase awareness of Multiple Sclerosis 3) Musical performances will draw a large portion of attendees 4) Date and time5) Soul Shine Jib-Jam competition6) Silent auction/raffle for desirable prizes

Desired Response: Soul Shine would like people to feel good about donating time, funds and participation to a charitable cause while having fun. Soul Shine wants people to come have a blast, while raising money for MS. Soul Shine aims to raise awareness of the symptoms of MS, con-vey a sense of urgency and immediacy in funding continued research and how MS affect anyone, no matter how active they may be. Soul Shine would like to encourage people to raise money for the National Multiple Scorpios Society.

Soul Shine would like individual living with MS to let their soul shine through the cloudy days and know that there is life is good and there is a strong system of support around them. On the second event day, Soul Shine will organize a MS cheer dedicated to those individuals and their families affected by MS. Participants of the cheer will receive a free lift ticket. There will be thousands or people celebrating and cheering at the base of the mountain, to show continued support. Soul Shine wants people to feel like they can really do something great by showing their support and by donating to the National Multiple Serious Society.

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Tickets:Ticket and lodging packages are available through www.soulshine/coppermnt.com or by calling 1- 800-COPPERMNT.

General TicketingSaturday March 3rd 2011General Admission - $56Sunday March 4th 2011General Admission - $56Two day Soul Shine pass - $100.00

Soul Shine Gold Patron Passes•$1750 per person includes:•Open seating on Patron Patio (at the C.B. Grille)•Access to the Patron Tent, Patio & En-clave with nightly open bars, dinner ca-tered by C.B. Grille•On-site Patron Parking•$1,500 Donation to the National Mul-tiple Serious Society •Acknowledgement in Soul Shine pu

Soul Shine Silver Patron Passes•1250 per person includes:•Open seating on Patron Patio (at the C.B. Grille)•Access to the Patron Tent, Patio & En-clave with nightly open bars, dinner ca-tered by C.B. Grille•On-site Patron Parking•$1,000 Donation to the National Mul-tiple Serious Society •Acknowledgement in Soul Shine pub-lications•$650 tax deduction

Official after Party•Held in the Copper mountain conference center•8:30 p.m. to 11 p.m.•Free with your festival admission or $20.00 •Featured artist: Los Lonely Boys•Raffle tickets: $5.00 Prizes consist of: •2010-2011 Icelantic Skis•Tickets for the 2011 Westword Music Showcase•Electric goggles•Thirty-Two Boots•Two-night lodging with Copper Mountain•Season pass to Woodword

Silent Auction:•Meet and greet Michael Franti•Alpine Spa & Salon: Replenish your soul, with amazing services •Hot stone massage•Manicures and pedicures•Facials•Weeklong vacation rental in a ski in-ski out in Ten Mile House•3 bedrooms/2 baths, sleeps 11•Children Ski Free.•Dinner for five at the Imperial Palace Chinese Restaurant.•A Volcom Snowboard•A pair of Icelantic Shaman Skis•Women’s outerwear set: Volcom jacket, pants, gloves, hat, and under gear•Men’s outerwear set: Volcom jacket, pants, gloves, hat, and under gear•Children (girls) outerwear set: Volcom jacket, pants, gloves, hat, and under gear•Children (boys) outerwear set: Volcom jacket, pants, gloves, hat, and under gear

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Soul Shine Jib Jam:Soul Shine Jib Jam is $20.00 to register with all proceeds benefitting the National Multiple Serious Society. Winners will receive a free season pass to Copper Mountain, and prizes from the following sponsors: Volcom, Electric, Thirty-Two, Icelantic, Copper Mountain, Coors, Westword, and SoKold Accessories. Requirements include: $20.00 registration fee, lift ticket and a helmet. Competitors under 16 must bring a parent to sign for you.

All male and female riders are welcome, with junior and open divisions. Pre-register at www.SoulShine/CopperMnt.com or just show up the day of the event in the Center Village in Copper Mountain next to the American Eagle Lift.

The DealGoals:The goal is to raise awareness and funds for the National Multiple Serious Society. The Soul Shine Jib Jam contest will be different, new and fun. Traditional contest rules and formats will not be used.Heats:The field will be divided into two age groups: 16 and under and 17 and over. Riders will be divided into heats of 15 and will have 30 minutes to attack each of the following three zones.

Zones:Zone 1= mailbox that leads into a picnic tableZone 2= 20-foot double barZone 3= 10-foot flat bar with 3-foot gap to 15-foot down bar

The zones are side-by-side so competitors can to hike back to the top after each run through the course. In each zone, judges will wait at the bottom of each obstacle. Riders can hit each obstacle as many times as they can. Only their best score in each zone will count. Riders with the highest total score will advance, so it’s important to get a score on each rail. There was no start list or start order. Further, no jerseys are used. Instead contestants will wear bandannas on their forward leg or forward arm to signify regular/goofy and forward/fakie.

Judges will be looking for a couple of features: style, originality and a person desire to let their Soul Shine.

The goal is for all contestants to walk away with a good piece of mind and prizes. Winners of each division will receive a season pass to Copper Mountain. Other prizes include: a Volcom Snowboard, Electric Goggles, Tickets for the 2011 West-word Music Showcase, Soul Shine t-shirts and fanny packs and a SoKold Beanie.

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ScheduleSaturday, March 3rd

11:30 a.m. Soul Shine Kick-off, welcome announcement on Main Stage12:30 p.m. Music opener, The Expendables plays on Main Stage2:00 p.m. Silent Auction held in conference center3:30 p.m. Music opener H.5 Collective and The Soul Travelers plays on Main Stage5:30 p.m. Music headliner Michal Franti plays on Main Stage8:30 p.m. Soul Shine official after-party Music Performance by Los Lonely Boys

Sunday, March 4th

9:00 a.m. Soul Shine Jib Jam Registration, next to American Eagle Lift10:30 a.m. Soul Shine Jib Jam, next to American Eagle Lift2:00 p.m. Music opener Damian Marley plays on Main Stage4:00 p.m. Winners of competition Announced, Soul Shine thanks, wrap-ups, and MS support cheer6:00 p.m. Music headliner Gov’t Mule plays on Main Stage

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ELEVATING AWARENESS FOR MS

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ELEVATING AWARENESS FOR MS

Soul Shine Presents Elevatin

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Saturday, March 3rd 2011

Sunday, March 4th 2011

Two day Soul Shine pass

Price $100.00

WWW.SOULSHINE/COPPERMNT.C

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(non-refundable non-tra

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ELEVATI

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FRONT BACK

-TICKETS

-T-SHIRTS

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SoKold

ELEV

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-SOUL SHINE FLAGS -STAGE BACK-DROP

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-SOUL SHINEJIB JAM SNOW STAKES