ACP Brand Book: Cobird Brand & Platform Development

• First-ever platform and channel developed exclusively for multicultural millennials.

• The only online destination that combines original emerging media from users, content creators and emerging ar tists with a robust, social commerce engine.

• Highly personalized & immersive customer experience based on user interests and preferences via next-gen predictive analytics and ai.

OVERVIEW

• Media channel that delivers exclusive, on-trend & indemand socially relevant content for this niche market.

• Opportunity platform which utilizes network effect to showcase the creativity & talent of under-represented & under-served such as educators, artists, designers, film makers, animators, influencers and musicians.

• Ground zero for a social-conscious movement that demonstrates commitment to community, authenticity, diversity, inclusiveness, & inspiration via diverse creative outlets.

MISSION STATEMENT

To build a unique online social experience of curated content, immersive entertainment and an innovative product marketplace that authentically represents and directly addresses the diverse tastes and lifestyles of Millennials

VISION STATEMENT

To empower millennials with an online social commerce & entertainment platform that authentically respects, represents and illuminates their diverse voice, preferences and lifestyles

CoBird believes not only in creating brand values and principles but also proactively living them. As a company, CoBird fosters teams, creates brand partnerships and helps consumers discover up-in-coming products and services based on these values.

FROM BOTH A CORPORATE AND CONSUMER STANDPOINT, COBIRD’S KEY VALUES ARE:

BE AUTHENTIC AND TRANSPARENT

We believe in always engaging in open and honest conversations, and talking with consumers – not at them. Continually staying true to our mission, establishing honest customer relationships, adhering to and promoting our values, and empowering consumers with meaningful data to make informed buying decisions will both differentiate and elevate our overall brand.

VALUES

CHAMPION DIVERSITY AND INCLUSION

We believe that both our corporate teams as well as the brands, agencies and suppliers we choose to work with should represent different walks of life, including backgrounds, lifestyles, skillsets and passions. We use diversity as an important benchmark in all the decisions we make as a company – from hiring new team members, to growing our content and product portfolio, to selecting suppliers and vendors.

RESPECT VOICES AND BE OPENMINDED

We believe it’s important to listen so we can continue to learn and grow. This value is reflected in the collaborative cross-functional working environment we created in which ideas from all levels of our organization are respected, reviewed and considered.

BRAND PERSONALITY

The CoBird Brand is always authentic because it is curated directly from diverse experiences, and what’s socially relevant & trending. And while it offers everything to a Gen-Yer in terms of content, videos, interests, connections, etc., it is highly customized to individual tastes and lifestyles.

It’s all-inclusive, but also laser-focused. It enables others to express themselves –without fear of judgement or rejection. It provides a home for people to make connections, build a following, or just get inspired with like-minded individuals.

BRAND PERSONALITY

The CoBird brand stands apart (and often in front!) in terms of the social experience and content it provides. Its content is edgy, thought-provoking, sometimes controversial and always on-trend and relevant -- without alienating people. In fact, the brand turns readers into fans because it resonates and engages with them on emerging trends and topics that millennials care about and want to talk about.

The brand’s content and experiences speak with consumers – not to them, or at them. It makes them feel something and often inspires them to do something. Unlike other content brands that simply inform, the CoBird brand enlightens, empowers, entertains, inspires, and converts through compelling digital media and experiences.

The heart of the CoBird brand cares about anybody and everybody, looks out and advocates for the underdog, and appreciates diversity in thoughts, views and lifestyles.

The brand’s voice is intellectually witty, thought-provoking & bold for it needs to continually attract, engage and entertain Millennials with compelling content and rich media that is clever, smart and quick. Contrary to popular belief, Millennials read more than older generations – but they read differently and are more apt to read with purpose and to scan content.

SEGMENTED PROFILES

The following profiles are identified audience segments within the age span of 25 – 45 years of age. They’re not meant to be all-inclusive but rather to identify some of the diverse backgrounds, consumer attitudes and buying habits of those in and around the Millennial generation.

Product development & content strategies should target these specific groups in order to attract, retain, influence and convert prospective viewers and consumers, as well as serve as profile benchmarks for content creators and brands to strategically produce and sell products/services to them.

SEGMENTED PROFILES

MEET JON (A.K.A THE BUDGET CONSCIOUS, BRAND LOVIN’ MILLENNIAL)

At 28 years of age, Jon is mindful he’s fast approaching 30 and is looking to make his next life chapter more successful than his current one. He’s proud of his independence from mom and dad, and hustles jobs to make sure he’s financially ‘set’ by 30.

He’s therefore protective over his finances and is always looking to increase his income streams through both traditional and nontraditional ways. He is very selective where and how often he spends his hard-earned money, and when he does, it’s typically on a brand he loves. He wants to buy only the best-of-the-best – otherwise, it’s just not worth his hard-earned cash – after all, he’s looking to buy a house and settle down soon. But if there’s a special deal for his favorite brand product, he’s elated … and will likely buy two of them.

•Likes: •Dislikes: •Values:

Making money. Being financially strategic. Proving others wrong. Discovering new ways of living better.

Being stereotyped. Feeling stuck. Being confined professionally. Looking cheap.

Ambition. Goals. Upward mobility. Opportunist. Strong work ethic. Autonomy. High-value brands.

•Brand Traits:

•Content Types:

Popular. Brand-Conscious and Brand-Loyal.

Aspirational. Fun & Adventurous. Catchy headlines, short copy

MEET CHRIS

(A.K.A. THE URBAN - SUBURBAN MILLENNIAL)

SEGMENTED PROFILES

Chris was once the aspiring urbanist but due to rising housing prices and jobs moving outside of big cities, he’s transitioning into more of the suburbanite lifestyle. As he approaches his 30s, affordability is now a huge driving factor, as trends are showing a Suburban Resurgence for this particular segment.

And while he is excited about the hope of buying property and perhaps a car, he does miss all the convenience, accessibility, eclectic energy and social vibe of city-living, where everything (coffee shops, pubs, gyms, fitness classes, health specialty shops) is merely a few blocks away in any direction. He’ll likely miss the brand variety and social connectedness of big city living, so he’ll be a prime consumer to gravitate to the CoBird platform to find his tribe and brands he craves so much.

• Likes:

• Dislikes:

Variety. Energic, fun surroundings. Fresh brands. Lifestyle comfort.

Commutes. Long lines. Routines.

• Values:

Freedom to be himself. Strong social vibe.

• Brand Traits:

• Content Types:

Unique. Innovative. Inclusive. Hip. Social mission.

Aspirational. Progressive. Short Copy.

MEET ALEXIS

(A.K.A. THE SOCIALLY SMART, FREE-SPIRITED MILLENNIAL)

Alexis is considered a Young Millennial at the age of 25 and loves the unstructured life in which she lives. She’s smart, has graduated from college, and has no idea what she wants to do for her career –and she’s completely fine with that.

For now, she’s focused on living life to its fullest, traveling to exotic places whenever an opportunity presents itself, going out with friends every weekend, and working part-time jobs here and there as she figures out what she truly wants to do with her life. When she’s paid, it’s a bonus, as she lives with her grandparents (and on her phone) and doesn’t rely on paychecks for her bread and butter. When life presents a challenge? Come what may, she thinks.

• Likes:

SEGMENTED PROFILES

• Dislikes:

New adventures. Travel. Social events. Professional opportunities. Unique experiences

Being stereotyped. Too much structure. Routine. Boring people

• Values:

Carefree. Optimism. Inspirational people. Parents. Grandparents

• Brand Traits:

• Content Types:

Attracted to new and unestablished up-and-coming brands

Fun & Adventurous. Catchy headlines, short copy. Prefers video over written content

COBIRD | IDEAS AMPLIFIED

Personnas Based on Purpose

The Contributors

MUSICIAN builds a fan base

ARTIST collaborates with their community

Personas TEACHER pushes literacy ADVOCATE champions a cause ORGANIZER promotes an experience

The Audience

DISCOVER new tunes; rate, rank COLLABORATE in the creative process

GIVE your time to a great cause

MENTOR encourages small business owners

INFLUENCER motivates

NOVICE collects, displays and participates

LEARN how to get a head

CHANGE the way you think

REACTS collects, displays and participates

46NOVEMBER, 2017 VER 1.0COBIRD DIGITAL MEDIA TEACH a child to read EXPERIENCE a great time

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DESIGN

BRAND ELEMENTS

site designs

Desktop Mobile

BRAND ELEMENTS

site designs

Media

Interests

MOBILE

LIVE EVENT AD

LIVE EVENT COUNTDOWN SCREEN

LIVE EVENT VIEWING

COLLECTION WITH EVENT EVENT VIDEO

EVENT MEDIA AD

LIVE EVENT COLLECTION – MOBILE LIVE EVENT COLLECTION – DESKTOP

LIVE EVENT VIEWING

FAN COLLECTION

FILM FESTIVAL COLLECTION MUSICIAN COLLECTION