Objective.
Expand Bold magazine as an integrated content strategy to embody and communicate Kohler’s position as an explorer of bold aesthetics and design, as well as a champion of bold living.
Audience. 60% Architects & Designers 20% Consumers 10% Showroom Associates 5% Builders & Remodelers 5% Plumbers
Design & Home Trends
Cornerstones. Social Issues & Sustainabilty
Technology & Innovation
Material & Color
Architecture
Fine Arts
Cornerstones:
Design & Home Trends
Neuroscience
Technology & Innovation
Fashion
Psychology
Anatomy
Material & Color
Engineering
Sociology
Chemistry
Ecology
Anthropolog
Social Issues & Sustainabilty
Biology
Ergonomics
Physics
App
Showrooms
Blog
Magazine
Kohler.com Literature Page
Tradeshows
Literature App
Reach
Links to and from Kohler.com
Home Page
Blog
YouTube
Showrooms
Interactive Magazine
Tradeshows
Blog details. Aa Articles
Hi!
Videos
Quotes
Slideshows
Historical Posts
Bold Personas
recipes Book Reviews
Whats Trending Mood Boards
Recipe Cards
- Posting schedule; posts start April 14th - Post three times a week
HOPPER ITEMS: Bold 1.0 Articles: - Home Innovations - Surf & Water Conservation - JA Interview & Tresham - Cast Iron - Atypical Kitchen Bold 2.0 Articles: - Adler Color - Markus Glass - Nick Veasy X-ray - History of Advertising - Good Vibrations Repurpose Blog Posts: -TBD
- Respond to readers comments and questions - Post should fit one of the ten categories above - Each category has its own template - Templates need approval by the end of January - Look will closely follow look from magazine - Three months of editorial is planned before first post is made on April 14 - Posts are completed one month in advance - Initial three month calendar is composed of Bold 3.0 articles and “hopper items”
OMG!! The L’trine
PR
Kohler Community
Magazine details. April
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Bold 3.0 - 5 New articles - New product portfolio - New Subsidiary Ads - Keep but enhance Direxion page flipper - Reduce print quantities strictly for KBIS and showrooms - Explore reproducing magazine as an app
Bold 3.1 - Three to Five New articles - Updated product portfolio - Direxion page flipper only
Approvals. blog
EXPANSION OF BOLD TO BLOG: - Michael Mueller
VISUAL TREATMENT OF TEMPLATES: - David Kohler - Tristan Butterfield - Arnold CONTENT CALENDAR: - James Sandora
magazine
FINAL APPROVERS: - David Kohler - Natalie Black - Michael Mueller - Steve Bissel - Daniel Brohn
BUY OFF ON TOPICS: - David Kohler - Natalie Black - Michael Mueller - Steve Bissel - Daniel Brohn - James Sandora - Tristan Butterfield PRODUCT PLACEMENT: - Faucets Marketing - Fixtures Marketing
April print 3.0 (agree to only print once) October produce digital 3.1 (new articles and product updates)
Team.
Coming together is a beginning; Keeping together is a process; Working together is a success. - Henry Ford
EDITORIAL TEAM: (Beth & Katie) - Co-create editorial calendar and its updates - Coordinating creation of all content - Working with support team, idea team and executive team
SUPPORT TEAM: EXECUTIVE TEAM: (James, Tristan, Arnold) - Provide content direction - Approve editorial calendar - Sign off on initial creative execution
- Staff Writers - Proofreading - Production Artist - Legal IDEA TEAM: Collaboratively engages in discussion and submission of ideas, inspiration and trends.
CONSULT TEAM: (Hanley Wood) - Lifeline to community & trends - Contact resource to architects & Desingers - Potential blog contributors
IDEA TEAM: Nancy Yusko Megan Gordon Patrick Fox Donna Church Mark Bickerstaffe Peter Oesch Tristan Butterfield Joe Azzarello Theresa Millard Shannon Friedel Barry Glasford
Jo Brown Betsy Froelich Michelle Penasa Dave Hillebrand Matt Barens Mark Thiel Angela Miller Chef Richard Palm Peter Clemens Matt Bauer Jean Kolb
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Full team meeting and working session
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Use central site for communication and sharing
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Nancy Yusko . Megan Gordon . Patrick Fox . Donna Church Mark Bickerstaffe . Peter Oesch . Tristan Butterfield . Joe Azzarello Theresa Millard . Shannon Friedel . Barry Glasford . Jo Brown Betsy Froelich . Michelle Penasa . Dave Hillebrand . Matt Barens Mark Thiel . Angela Miller . Chef Richard Palm . Peter Clemens Matt Bauer . Jean Kolb
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idea team
Team members sumbit review and comment on topics Beth and Katie pull from idea teams submissions for articles & blog posts Involve the idea team member or members whose submission is being used for the article in the creation of the content
6 Quarterly idea team meetings
idea team.
Non-Kohler Contributors (list in process) Susan Serra (Design, NYC) John Loecke & Jason Oliver Nixon (Design, NYC) Allison Bergamo (Design, Denver) Ed Del Grande (Plumbing, Rhode Island)
American Design Trends
Global Design Trends
Sustainable Design and Sustainability
Universal Design and Human Factors
Interior & Home Trends
Grant Gibson (Designer, SF)
Nancy Yusko: Lead Industrial Designer -Decorative Product and Color
Donna Church: Manager-Marketing and Communications Canada
Joe Azzarello: Senior Staff Engineer-Sustainability
Shannon Friedel: Interior Designer -The Kohler Store, Universal Design
Jo Brown: Associate Internet Content Manager
Garrison Hullinger (Designer, Portland)
Megan Gordon: Interior Designer II-Set and Display
Mark Bickerstaffe: Director-New Product Development Europe & Asia Pacific
Theresa Millard: Consultant -Stewardship Advisory Board
Barry Glasford: Analyst-Human Factors
Mark Thiel: Communication Specialist-K&B Social Media
Jonathan Adler (Designer, NYC)
Patrick Fox: Art Director-Interiors
Tristan Butterfield: Creative Director-K&B
Megan Gordon: Interior Designer II-Set and Display
Deb/Smitten Kitchen (Foodie, NYC)
Peter Oesch: DirectorCommunications Asia Pacific
Benjamin Moore Design Room Designers Gensler Marmol Radziner
Fashion Trends
Technology Trends
Kohler History
All Things Food
Wellness and Spa Trends
Betsy Froelich: Associate Channel Manager-K&B
Dave Hillebrand: Advanced Concepts Manager
Angela Miller: Senior Communication Specialist-Corporate Archives
Chef Richard Palm: Head Pastry Chef-The American Club速 Resort
Jean Kolb: Director-Wellness Business and Product Development
Michelle Penasa: Art Director-K&B
Matt Barens: Senior Project Engineer-Process Improvement
Tristan Butterfield: Creative Director-K&B
Peter Clemens: Head Chocolatier-The Craverie Matt Bauer: Head ChefThe Immigrant Room
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Beth & Katie: - January 1 - Begin work on bold full time
Blog Schedule: - March 30 - One month of posts are complete and ready to publish - April 14 - Blog goes live - Blogs are posted three days a week - Three months of the editorial calendar are planned
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cornerstones:
objective: Expand Bold magazine as an integrated content strategy to embody and communicate Kohler’s position as an explorer of bold aesthetics and design, and a champion of bold living.
Aa
Videos
20% Consumers
5% Builders & Remodelers 5% Plumbers
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approvals & approvers:
Sustainabilty & Social Issues
Quotes
Slideshows
Historical Posts
- Posting schedule; posts start April 14th - Post three times a week - Respond to readers comments and questions - Post should fit one of the ten categories above - Each category has its own template - Templates need approval by the end of January - Look will closely follow look from magazine - Three months of editorial is planned before first post is made on April 14 - Posts are completed one month in advance - Initial three month calendar is composed of Bold 3.0 articles and “hopper items”
10% Showroom Associates
calendar:
Material & Color
blog details:
60% Architects & Designers
Beth and Katie go to bold full time!
Technology & Innovation
our final takeaways: BUSINESS BENEFITS - Supports our position as a bold, design lead company - Platform to talk specifically to designers and architects - Establishes our presence in the digital marketplace - Gives bold magazine content a longer shelf life
Bold Personas
I’d rather be a failure at something I love than a success at something I hate. – George Burns
David Kohler Natalie Black Michael Mueller Steve Bissel Daniel Brohn
recipes
Hi!
Articles
audience:
Design & Home Trends
Permission to: - Expand bold to blog - Print bold just once at KBIS - Produce digital version of 3.1 - Explore bold as an app
Book Reviews
Mood Boards
magazine details: Bold 3.0 - 5 New articles - New product portfolio - New Subsidiary Ads - Keep but enhance Direxion page flipper - Reduce print quantities for KBIS and showrooms - Explore reproducing magazine as an app Bold 3.1 - Three to Five New articles - Updated product portfolio - Direxion page flipper only
PERSONAL BENEFITS - Keeps us engaged by allowing us to work on a project that we love - Challenges us to expand upon our knowledge, talents and skill sets (ie. leadership, financial acumen, transitioning from print to digital, implementing a measurement system) - Keeps us current on design and digital trends as well as consumer interests - Gives us the opportunity to interject ourselves into the design culture - Allows us to collaborate with departments outside of communications
Recipe Cards
The L’trine
team: EXECUTIVE TEAM: - James Sandora - Tristan Butterfield - Arnold EDITORIAL TEAM: - Beth Bretl - Katie Begalke IDEA TEAM: - Nancy Yusko - Megan Gordon - Patrick Fox - Donna Church - Mark Bickerstaffe - Peter Oesch - Tristan Butterfield - Joe Azzarello - Theresa Millard - Shannon Friedel - Barry Glasford - Jo Brown - Betsy Froelich - Michelle Penasa - Dave Hillebrand - Matt Barens - Mark Thiel - Angela Miller - Chef Richard Palm - Peter Clemens - Matt Bauer - Jean Kolb