Aleecia Moss State Traditions Campus Representative Phone: (609) 713-0826 Email: [email protected]

Dear Oregon :

State Traditions is a clothing company based in Birmingham, Alabama that creates top-notch, state and country-inspired apparel and accessories that reflect traditions across America and the world. The brand was created by two friends, Keith Brown and John McElrath, who were looking for a creative way to showcase their state pride beginning in the summer of 2007.

The has always had a rich tradition when it comes to track and field since the days of Steve Prefontaine. But with recent success of other sporting events such as football, basketball and baseball, Oregon has started to create traditions of its own.

On February 7th 2014, State Traditions or ST will host a trunk show on the University of Oregon’s campus outside the EMU Amphitheater. Their UO products will be displayed, along with a contest and giveaways.

ST is different than any other clothing company that specializes in emphasizing colleges’ because they take pride in being simple and to the point. For example, ST apparel for University of Oregon is made up of hats, shirts and koozies that are green with an outline of the state of Oregon in yellow, to create a bold, yet simple look.

Because ST was started in the South where traditions run deep within families, heritage and most importantly sports, the brand was an immediate success. Traditions are relatively new to the state of

Oregon, so now is the perfect time to take advantage of this new company and its products.

For more information about ST products that their upcoming event, contact me at (609) 713-0826

Sincerely, Aleecia Moss IMMEDIATE RELEASE

Aleecia Moss State Traditions Phone: (609) 713-0826 Email: [email protected]

University of Oregon Develops New Traditions

University of Oregon will become the first college in the state to host a trunk show for the up- and-coming new brand in collegiate style, State Traditions. The event will take place on Friday,

February 7th 2014 outside the U of ’s Erb Memorial Union Amphitheater.

According to the founders of State Traditions, “what makes State Traditions unique is that the brand focuses on what people already have a connection with. State Traditions has all the options covered because after all, where we come from and the things we remember make us who we are.”

The event will take place between the hours of 11:00 a.m. and 4:00 p.m. at the center of campus and will feature games for customers and fans to engage in, such as cornhole and wheel that can be spun in order to win State Traditions gear as prizes. State Traditions will send a variety of products including, t-shirts, ball caps, visors, koozies, croakies, bow ties and stickers for students and campus visitors to purchase.

Additional information about the event can be direct to State Tradition’s campus representative,

Aleecia Moss at (609) 713-0826 State Traditions

Phone: (609) 713-0826

Email: [email protected]

“State Traditions Event Promo 60 sec. ---- As Recorded”

(sfx: Oregon fight song playing in the background, sound of grill, burgers cooking and light chatter of people in the background)

GUY1: HEY ROB, THAT’S A COOL HAT YOURE WEARING, I HAVENT SEEN ANY

LIKE THAT AROUND HERE BEFORE.

GUY2: (Excited Voice) THANKS MAN, BUT THIS IS A STATE TRADITIONS HAT. THEY

WERE AT A TRADE SHOW I WENT TO IN VEGAS FOR WORK. THEY HAVE

PRODUCTS LIKE THIS FOR EVERY STATE.

GUY1: (Questioning Voice) STATE TRADITIONS? NEVER HEARD OF THEM BEFORE…

ARE THEY NEW?

GUY2: YEAH, FAIRLY NEW. THEY STARTED BACK IN 2007 BUT HAVE RECENTLY

BECOME A SUCCESS SINCE THEY EXPANDED THEIR PRODUCT LINE AND NOW

CARRY PRODUCTS FOR ALL STATES, NOT JUST FOR THE SOUTH.

GUY1: DO THEY OFFER OTHER PRODUCTS? OR JUST HATS? AND WHERE DO I BUY

THEM AT BECAUSE ID LOVE TO GET ONE OF THOSE FOR THE GAME NEXT WEEK!

GUY2: ( Upbeat Voice) THEY’RE PRIMARILY SOLD ONLINE, BUT ON FRIDAY

FEBRUARY 7TH, STATE TRADITIONS WILL HOST ITS FIRST EVER TRUNK SHOW IN

OREGON, RIGHT ON CAMPUS IN FRONT OF THE EMU FROM 11 TILL 4. THEY’LL HAVE ALL THEIR OREGON PRODUCTS AVAILABLE FOR PURCHASE AND EVEN

HAVE EVENTS AND GIVEAWAYS FOR PEOPLE WHO STOP BY THEIR BOOTH!

GUY1: THANKS! THAT SOUNDS AWESOME, ILL STOP BY THEN TO CHECK OUT

SOME OF THEIR GEAR. BUT, HEY! ITS ALMOST TIME FOR KICKOFF SO LET’S HEAD

INSIDE!

(sfx: Oregon fight song starts to fade back in and sound of guys talking starts again)

Aleecia Moss State Traditions Phone: (609) 713-0826 Email: [email protected]

State Traditions Social Media Plan:

I. Opportunity

Social media has become a major part of our lives with primary emphasis placed on Twitter, Facebook, Pinterest and Instagram. With this being said, companies and brands that fail to take advantage of this opportunity will find themselves lagging when compared to competitors who use social media to market their product. If State Traditions starts using social media to promote their brand and what they stand for, you will be able to reach a much larger audience than you ever have before.

ST’s target audience is college students who already frequent the social media market and use it every day for school, work and basic communication. By ST targeting college students through social media, the brand will no longer have to rely solely on “word of mouth” in order to reach its audience.

I. Background and History

Based in Birmingham, Alabama, State Traditions creates state and country-inspired apparel and accessories that reflect traditions across America and the world. The brand was initiated by friends Keith Brown and John McElrath, who were looking for a creative way to show their state pride both around town and at the stadium in the summer of 2007.

They came up with the idea of lifestyle apparel featuring states and other imagery. At first, they designed only a few images for polo shirts. The shirts were so well received, however, that they quickly expanded their line to include hats, t-shirts, and visors.

What makes ST unique is that the brand focuses on what people already have a connection with: hometown pride, cherished memories and favorite pastimes. Whether that means sporting a gameday hat to the local team's ball game or wearing a state-inspired t-shirt to represent a tradition, ST has all the options covered. ST’s prides itself in being the brand that people feel a connection to, “after all, the places we come from and the things we love to remember make us who we are.”

II. Social Media Goals and Strategy a. Twitter

ST can use Twitter as an opportunity to follow all the major universities in each state in order to tweet them about the products that they make for those universities traditions. ST can also use twitter to announce deals and specials they’re having. ST can also reach out to customers and have then tweet their individual traditions for a chance to win free product.

b. Facebook

ST can use Facebook as a way to reach out to an older and diverse audience who may not have a Twitter but use Facebook as a way to connect with friends. ST can use Facebook by posting pictures each week of college football matchups by using their products and then have fans predict scores and whoever wins gets a of their choice.

c. Pinterest

Pinterest is a great way to display products visually and appeal primarily to a female audience. ST can create a separate board on Pinterest for each state they represent, that way its quick and easy for “pinners” to go straight to the board they’re interested in. On these boards you can also include pictures of the traditions each state. For example, on Oregon’s board not only would you show the products that you make for Oregon State University and University of Oregon but pin pictures of , Mount Bachelor and the Oregon Coast.

d. Instagram

Instagram is the newest form of social media but it’s still a beneficial way for ST to engage with fans. Instagram is used primarily for pictures and therefore will be a huge visual success for ST. Besides posting pictures that people have sent in to ST you can also post pictures of each university’s individual gameday fashion and how they incorporate ST products into their own unique style.

III. Evaluation and Measurement

In order to track the success of ST’s social media engagement it will be important to utilize analytics report to see fan engagement and how we can boost of social media use as a company. Using focus groups on college campuses will also be beneficial to make sure they key target audience, college students, are actually recognizing the brand through our efforts and have a good impression of State Traditions.

Aleecia Moss State Traditions Phone: (609) 713-0826 Email: [email protected]

VIDEO AUDIO

View of Autzen Stadium on game day before kickoff (Sound of fans chanting… GO….Ducks)

Camera PANS to Oregon football team running out of (Sound of football players yelling, getting hyped up for the tunnel and getting into a circle, jumping and getting game, Lets Go!) hyped up for the game

Scene changes to Oregon scoring a touchdown and The Duck doing pushups for every point scored (Sound of student section chanting…. 1….2….3….etc)

Camera zooms to one fan in the stadium with a State GUY IN HAT: SPENDING GAMEDAY IN AUTZEN Traditions hat on and everything freezes STADIUM…WHAT’S YOUR TRADITION?

Video changes to an Oregon Baseball game and a (Sound of players walk up song and fans cheering) player walking up to the batters box Player hits a home run and starts going around the (Sound of fans and teammates cheering, yelling go ducks!) bases while teammates come out to cheer him on. GIRL IN SHIRT: ENJOYING OREGON SUNSHINE, Camera zooms and PANS to a fan in a State CRAFTS BREWS AND HOMERUNS….WHATS YOUR Traditions Oregon tshirt, in the PK Park beer garden, TRADITION? everything freezes

Scene changes to a group of fraternity brothers getting dressed up for a formal (Sound of guys talking in the background, laughing, joking with each other) Camera follows one guy as he walks down the hall and into his room where he grabs an Oregon State GUY IN BOWTIE: DRESSING YOUR BEST FOR YOUR Traditions bowtie, starts tying it then turns around FRATERNITY’S FORMAL EVENT IN YOUR FAVORITE COLORS, GREEN AND YELLOW…..WHATS YOUR Scene changes to a father and his daughter on a TRADITION? fishing boat in the middle of a lake (Sound of country music playing lightly in the background, Little girl’s fishing pole starting bending and they little girls talking and asking questions to her father. realize that she has caught a fish, they start reeling it up together (Sound of little girl getting excited, asking her dad to help her reel the fish in) Scene changes to little fish holding up the fish she caught, camera zooms to dad who is helping his

DAD IN CROAKIES: SPENDING THE DAY ON THE Daughter holds up the fish and take it off the hook while LAKE WITH YOUR LITTLE GIRL AND HELPING wearing State Traditions Oregon croakies on his HER CATCH HER FIRST FISH….WHATS YOUR sunglasses TRADITION?

Screen goes blue and the State Traditions logo appears on the screen with the words, “WHATS YOUR TRADITION OREGON?” under it. With twitter handle, (sfx: light fade out of wilderness and forest like sounds facebook page and website fade out.)