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2 | F22 LINE Digital Marketing Calendar | GRAB OUR ASSETS, PROMOTE WITH US! https://lineskis.com/dealertools | ||||||||||||||||||
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6 | MONTH | WHEN | Overall Plans and Objectives | |||||||||||||||||
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8 | AUGUST | Overview | Execution | Monthly Summary - Spark Notes | ||||||||||||||||
9 | Website Launch 8/22/2022 | 8/22/22 - 8/28/22 | Website Launch - New Products, Imagery, Team Hype, Product Videos made live on Youtube | - Social Push from LINE and entire team, including key media (Newschoolers) - Email Blast announcing launch of new site - Product Videos made live, brief team edit released as 'launch video' - Posting carousel images of new skis and softgoods to promote entire inventory | - Webside Hard Launch! - General Website Promotions - Social Ski Giveaway - Using athletes to push out new wesbite and gear | |||||||||||||||
10 | Highlihgting new graphics, apparel, accessories, and gear | 8/29/22 - 9/2/22 | - Highlighting all 22/23 Products - Ski Giveaway - Hyping up new skis & gear with athletes | - 2x Email Blasts to promote skis, gear, apparel - IG Ski giveaway - Win ANY 22/23 Ski of choice - Collab posts with athletes to drive more traffic and views - Paid social and search to push out new website launch | ||||||||||||||||
11 | Any Paid Social? | |||||||||||||||||||
12 | Yes - Promoting Website Launch - General Promotions (Not product specific) | |||||||||||||||||||
13 | SEPTEMBER | Overview | Execution | Monthly Summary - Spark Notes | ||||||||||||||||
14 | Traveling Circus 15.1 - Utah | 9/6/22 - 9/11/22 | - Traveling Circus 15.1 Released on Youtube and Newschoolers - Hosted on Traveling Circus Landing Page on our Website - Open to embed for anyone who would like to do so | - TC 15.1 Released on Youtube and hosted on Taveling Circus Landing Page on LINE's Site - Promoted through athlete channels, LINE, key media, and an email blast - Content from the episode posted on social throughout the week to promote freestyle collection - Freestyle Ski Giveaway on Social during the week | - Big Traveling Circus Landing Page - Update with episode 15.1 - Promote TC, Get Views, Promote Freestyle Skis Alongside - Promote women's freestyle skiing and the Honey Bee - Promote early season touring with the Pandora 110 and Vision Collection - Crans Montana Team Edit recap - Ski giveaways with Athletes and Media - Apres Booties Launch | |||||||||||||||
15 | Taylor Lundquist x Honey Bee + Womens Freestyle Content | 9/12/22 - 9/18/22 | - Highlighting Taylor and the Honey Bee - Highlighting Womens Freestyle Content - Honey Bee Product Video, Unseen content from Women's Freestyle Team | - Taylor Lundquist & LINE skis women's freestyle team landing page - Email blasts to Landing Page - Social cuts from Honey Bee product video for social - Women's only ski giveaway on social and email | ||||||||||||||||
16 | Vision Collection + Pandora 110 - Early Season Touring | 9/19/22 - 9/25/22 | Highlighting the Vision Collection and Pandora 110 to attract the early season touring consumer | - Vision & Pandora landing page updated with new Imagery, new product videos - Email blast to drive traffic to landing page w/ updated assets - Athlete content posted on social with a focus on early season touring - LINE Vision and Pandora Giveaways with athlete and/ or key media | ||||||||||||||||
17 | Crans Montana Team Edit | 9/27/22 - 9/29/22 | 5 Minute edit recapping our Team Shoot at Crans Montana - Action packed park edit | - Released on Youtube and Newschoolers - Hosted on our website on a Freestyle Skis Landing Page - Ski giveaway over social and email - collabing with athletes - Pushed out with paid social | ||||||||||||||||
18 | Apres Booties Official Launch! | 9/29/22-10/2/22 | Getting all athletes, shops, partners, media, etc to join in on the annoucement of LINE Apres Booties | - Social Blasts from Brand - Social posts from athletes and partners - Apres Booties giveaways on Social - Email Blasts announcing new Apres Booties - Listing participating shops on Apres Booties Landing Page | ||||||||||||||||
19 | Any Paid Social? | |||||||||||||||||||
20 | Social Promotions and Content | Monthly- General Focus | Yes - Promoting Website Launch Yes - Promoting Traveling Circus Yes- Promoting Pandora and Vision Collections | |||||||||||||||||
21 | OCTOBER | Overview | Execution | Monthly Summary - Spark Notes | ||||||||||||||||
22 | Blade Optic - Grand Targhee Teaam Edit | 10/4/2022 - 10/8/22 | 5 - minute Blade Optic Edit 6 Athletes ripping Grand Targhee All action, no fluff. Showcasing what the skis can do | - Released on Youtube and Newschoolers - Hosted on our website on the new Blade Optic Landing Page - Pushed out with key media - TBD on ski test results - Ski giveaway over social and email - collabing with athletes - Pushed out with paid social | - All Things Blade Optic, and Freeride - Officially Launch Blade Optic Collection - Blade Optic Team Edit - Blade Team Edit - Fernie Freeride Team Edit - Promotions via email, blogs, social, youtube, media - Utilize New Produt Videos - Blade Optic product videos shared on IGTV - Blade Optic photos and videos assets shared consistently - Media Partner ski giveaways - Traveling Circus Epsidoe 15.2 | |||||||||||||||
23 | Blade Optic - Product Videos, Tech TalKs, Reviews | 10/9/22 - 10/12/22 | - Highlighting Blade Optic Product Videos - Highlighting Mag test awards - Highlighting unseen imagery - Driving traffic to Blade Optic landing page and to shops | - Cutting up parts of the Blade Optic product videos for Social - Pushing out new imagery of the Blade Optics - Curated artboards with imagery and awards logos overlayed - Email blasts talking driving traffic to Blade Optic landing page (Tech, Athlete, Shop focused) - Listing participating shops on Blade Optic Landing Page | ||||||||||||||||
24 | Blade | 10/13/22- 10/16/22 | - Action packed Blade edit from LAAX - Daniel Loosli, Johan Lovey, Migi Reigenshuh, Julius Champion - Creative freestyle skiing on the Blade - Blade Product video and new imagery | - Blade edit released on Youtube, Newschoolers - Edit hosted on our Blade landing page on LINEskis.com - Promoted over social, email, and with athletes - Product Video cuts posted on social - New imagery highlighted on social, email blasts, and on our landing page | ||||||||||||||||
25 | Fernie Team Edit | 10/18/22 - 10/23/22 | - 5 Minute edit recapping our Team Shoot in Fernie, BC. Showcasing what the LINE Freeride team can do! - Content on Blade Optic, Blade, Pandoras, Visions, Outline, Bacon, Pescado | - Released on Youtube and Newschoolers - Hosted on our website on a team video edits landing page - Viral clips pushed out over social - Collaboratin with athletes to boost posts and reach a broader audeince - Ski giveaway over social and email - collabing with athletes - Pushed out with paid social | ||||||||||||||||
26 | Traveling Circus 15.2 SoCal | 10/25/22 - 10/30/22 | - Traveling Circus 15.2 Released on Youtube and Newschoolers - Hosted on Traveling Circus Landing Page on our Website - Open to embed for anyone who would like to do so | - TC 15.1 Released on Youtube and hosted on Taveling Circus Landing Page on LINE's Site - Promoted through athlete channels, LINE, key media, and an email blast - Content from the episode posted on social throughout the week to promote freestyle collection - Freestyle Ski Giveaway on Social during the week | ||||||||||||||||
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28 | Social Promotions and Content | Monthly- General Focus | Yes - Pushing out the Blade Optic Collection - Yes - Pushing out Fernie Freeride Team Edit | |||||||||||||||||
29 | NOVEMBER | Overview | Execution | Monthly Summary - Spark Notes | ||||||||||||||||
30 | Keep The LINE - The Movie | 11/1/22 - 11/6/22 | - A full movie from our French team, known as 'Keep The LINE' - Highlighting 5+ French Athletes - Humorous, and action packed - Freeride & Freestyle Assets | - Released on Youtube, Newschoolers - Hosted on our Keep The LINE Landing Page - Viral cuts from the movie posted on Social - Email blast(s) calling out the movie - Ski giveaway with the Keep The LINE athletes | - LINE Skis France - Keep The LINE, Full Movie Release - Pandora Collection Promotions - Dylan Siggers x Jake Strassman Full Movie Release - Blade Optic November Callouts - Apparel, Accessories Promotions - Traveling Circus 15.3 Released | |||||||||||||||
31 | Pandora Collection | 11/7/22 - 11/12/22 | - Fernie Freeride Team Edit - Pandora Collection Re-Cut - Highlighting Product Video - Highlighting new imagery | - Pandora Collection Fernie Edit released on Youtube - Hosted on our Pandora Collection Landing Page - Highlighting new women's athletes - Cutting up social clips from Pandora Product videos - Email Blasts to landing page - Ski giveaway with athletes - Highlighting Pandora awards from Magazine Tests | ||||||||||||||||
32 | Dylan Siggers Movie | 11/15/22 - 11/20/22 | - Full length movie with Dylan Siggers and many athletes on the LINE Team - Filmed throughout Canada, US, and EU - Highlighting many different freeride skis | - Realising Dylan Siggers Movie on Youtube and New - Hosted on our freeride / team edit landing page - Pushed out with media partner (Newschoolers, TBD...) - Hyped up by athletes - Ski giveaway with Dylan - Viral clips from the movie released on Social - Email blast to call-out the movie | ||||||||||||||||
33 | Blade Optic Collection - Callout Again | 11/21/22 - 11/24/22 | - Highlighting new Blade Optic Content - Content from Dylan's Movie - Content from previous season, fernie team edit, product vidoes | - Secondary Email Blasts sent around the Blade Optic to keep the hype going - New videos and photos released on Social - Blog post highlighting all of the awards that the Blade Optic has recieved - Highlighting Blade Optic Animations | ||||||||||||||||
34 | Apparel & Accy Promotions | 11/25/22 - 11/28/22 | - Highlighting new apparel, accessories, and apres booties - Studio & lifestyle imagery - 30 and 60 second product videos for social and YouTube | - Highlighting full length Youtube videos (60 seconds) that showcase Apparel and Apres Booties - Social cust from videos for IG, Facebook, TikTok - Sharing studio and lifestyle imagery on social - Email blasts promoting new apparel, accy, and booties | ||||||||||||||||
35 | Traveling Circus 15.3 - Switzerland | 11/29/22 - 12/5/22 | - Traveling Circus 15.3 Released on Youtube and Newschoolers - Hosted on Traveling Circus Landing Page on our Website - Open to embed for anyone who would like to do so | - TC 15.3 Released on Youtube and hosted on Taveling Circus Landing Page on LINE's Site - Promoted through athlete channels, LINE, key media, and an email blast - Content from the episode posted on social throughout the week to promote freestyle collection - Freestyle Ski Giveaway on Social during the week | ||||||||||||||||
36 | Any Paid Social? | |||||||||||||||||||
37 | Social Promotions and Content | Monthly- General Focus | Yes - Pandora Collection Yes - Blade Optic Collection | |||||||||||||||||
38 | DECEMBER | Overview | Execution | Monthly Summary - Spark Notes | ||||||||||||||||
39 | Sakana & Pescado | 12/6/22 - 12/11/22 | - Sakana & Pescado Product Videos - New imagery - Highlight creative & unique skiing | - Highlighting Sakana & Pescado Product Videos - Product Video cuts shared on social - Cuts from Dylan's Movie, Crans Montana, and Fernie Team Edits shared on social - Driving traffic back to Swallowtail landing page on LINE's website - Sakana / Pescado email signup ski giveaway | - Swallowtail Promotions - Sakana & Pescado - Tell A Friend Tour Recap Video to Highlight 22/23 Tour - Apparel, Accy, and Apres Booties for the Holidays - LINE Team Mixtape to end the year on a high note | |||||||||||||||
40 | Tell A Friend Tour Recap and Promotion | 12/12/22 - 12/16/22 | - Video release from the 21/22 Tell A Friend Tour - Highlighting all of the stops, athletes and fans - Using this content to promtoe the 22/23 tour | - Releasing the TAFT recap video on Youtube - Hosted on a blog on our website - Calling out 22/23 TAFT stops on the blog - Short cuts from recap video posted on Social - Email blasts driivng traffic to the blog - Collaborative posts with Tell A Friend Tour on social to promote the upcoming tour | ||||||||||||||||
41 | Apparel & Accy Promotions | 12/17/22 - 12/20/22 | - Highlighting new apparel, accessories, and apres booties - Studio & lifestyle imagery - 30 and 60 second product videos for social and YouTube | - Highlighting full length Youtube videos (60 seconds) that showcase Apparel and Apres Booties - Social cust from videos for IG, Facebook, TikTok - Sharing studio and lifestyle imagery on social - Email blasts promoting new apparel, accy, and booties | ||||||||||||||||
42 | LINE Team Mixtape | 12/31/22 - 1/4/23 | A full mixtape of the LINE skis team released to end out the year on a high note | A full LINE team movie, consisitng of 3-5 A grade shots from each athlete, put together by Jake Strassman - Released on our Youtube channel and pushed out through all athlete channels - Hosted on front page of our website on team speicifc LP - Email blast in collaboration with NS on 1/4 | ||||||||||||||||
43 | Any Paid Social? | |||||||||||||||||||
44 | Social Promotions and Content | Monthly- General Focus | Yes - Pushing Blade Optic, Apparel / Accy, and Team Mixtape | |||||||||||||||||
45 | JANUARY | Overview | Execution | Monthly Summary - Spark Notes | ||||||||||||||||
46 | LINE Team Mixtape | 12/31/22 - 1/4/23 | Continue promoting the mixtape in the new year | A full LINE team movie, consisitng of 3-5 A grade shots from each athlete, put together by Jake Strassman - Released on our Youtube channel and pushed out through all athlete channels - Hosted on front page of our website on team speicifc LP - Email blast in collaboration with NS on 1/4 | - Continue pushing the mixtape - Promote convex collection with Wallisch and Mitchell Brower - Blade Optic - New, relevant content - Pandora and Vision Collection - All mtn content + touring | |||||||||||||||
47 | Convex Collection - Bacon & Outline | 1/9/22 - 1/13/22 | - Bacon / Outline Product Videos - Content from Tom Wallisch, Mitchell Brower, Robert Ruud, Ben Richards - Highlighting new imagery | - Highlighting Bacon & Outline Product Videos - Product Video cuts shared on social - Cuts from Crans Montana, and Fernie Team Edits shared on social - Driving traffic back to Convex landing page on LINE's website - Bacon / Outline email signup ski giveaway | ||||||||||||||||
48 | Blade Optic - New Relevant Content | 1/16/22 - 1/20/22 | - Highlighting new athlete content on the Blade Optic - New social cuts, new images, new content - Recycling awards and pushing out top reviews of the ski | - New athlete content for social - Releveant, refreshing content showing the Blade Optic being utilized in it's inagural year - Re-highlighting awards that the ski has won from mag tests - Pushing out top reviews of the ski over social and email | ||||||||||||||||
49 | Pandora & Vision Colllections | 1/23/23 - 1/27/23 | - Highlighting new athlete content on the Pandoras and Visions - New social cuts, new images, new content - Recycling awards and pushing out top reviews of the skis - Specific focus on touring capabilites and content | - Recycling content used in the fall for social & email - Sharing new content from athletes on the Pandora and Vision - Calling out consumer demo's and shops that have Pandoras and Visions for demos - Email blasts promoting 5-star reviews of the skis | ||||||||||||||||
50 | Any Paid Social? | |||||||||||||||||||
51 | Social Promotions and Content | Monthly- General Focus | No | |||||||||||||||||
52 | FEBRAURY | Overview | Execution | Monthly Summary - Spark Notes | ||||||||||||||||
53 | Tell A Friend Tour Highlights | 1/30/23 - 2/2/23 (FIRM DATES TBD) | - Highlighting content from the 2022 Tell A Friend Tour - Promotiong upcoming tour stops and events - Collbaing with Andy Parry to pushout key event dates | - TAFT 2022 Recap video - hosted on YouTube and Blog - Highlight skiing with locals and stoking out fans - Full blog post promoting all upcoming 2023 TAFT Stops | - TAFT Promo - Progressive Shapes Promotions (Blade, Sakana, Pescado) - Traveling Circus 15.4 Release - Chronic 94 and 101 Limited Release | |||||||||||||||
54 | Unique Skiing. Progressive Shapes | 2/6/23 - 2/10/23 | - Showcasing Blades, Sakanas, Pescados - Highlighting our innovation and our willingness to be different - Unqiue contnet for unique skis | - Pushing out relevant mid-winter content from our athletes - Blog posts on innovation and unique skiing - Emial blasts promoting blog and the abilitiy to 'ski different' | ||||||||||||||||
55 | Traveling Circus 15.4 - White Pass / PNW | 2/13/23 - 2/17/23 | - Traveling Circus 15.4 Released on Youtube and Newschoolers - Hosted on Traveling Circus Landing Page on our Website - Open to embed for anyone who would like to do so | - TC 15.3 Released on Youtube and hosted on Taveling Circus Landing Page on LINE's Site - Promoted through athlete channels, LINE, key media, and an email blast - Content from the episode posted on social throughout the week to promote freestyle collection - Freestyle Ski Giveaway on Social during the week | ||||||||||||||||
56 | TC Chronic 94 & 101 Launch | 2/17/23 - 2/30/23 | - Releasing the limited TC Chronic 94 & 101 just days after TC episode 15.4 - Promoting on social, email, web - Calling out particpating shops - Videos and Imagery will be available on dealer tools - Complete product videos describing the new skis will also be available on Dealer Tools | - Using the hype and buzz around TC 15.4 and our White Pass shoot, we'll release the brand new Chronics in a limited fashion - Action / Lifestyle imagery posted on Social - Product Videos released on Youtube and on our website (and dealer tools) - Full landing page on our website complete with imagery and videos - Emial Blast driving traffic to website - Participating shops called out in Email and on the Landing Page | ||||||||||||||||
57 | Any Paid Social? | |||||||||||||||||||
58 | Social Promotions and Content | Monthly- General Focus | No | |||||||||||||||||
59 | MARCH | Overview | Execution | Monthly Summary - Spark Notes | ||||||||||||||||
60 | Powder Skis | 3/6/23 - 3/9/23 | - Highlight Outline, Vision 118, Pandora 110, Pescado - Callout skis needed for Miracle March - Showcase powder content | - Relevant athlete and fan content from skiing pow througout the winter - Blog post on our 'best skis for powder' - Email blasts driving traffic to blog | - Spring has sprung! - Last call on Powder skis for Miracle March - Spring Touring content to engage with the touring / freeride crowd - Spring park laps to engage with our core freestyle audience - Spring Blade Optic laps for the all mountain consumers - Continuing to push out consistent, relevant content thorughout the spring | |||||||||||||||
61 | Blade Optic Spring Laps | 3/13/23 - 3/17/23 | - Keep the Blade Optic content going into March - Fast, slushy, all mountain Blade Optic Content | - Relevant content of our athletes ripping slush, pow, groomers on the Blade Optics - Driving traffic back to landing page - Keeping Blade Optic relevant with consumers as we get into the spring | ||||||||||||||||
62 | Spring Touring - Vision and Pandora | 3/20/23 - 3/24/23 | Highlighting the Vision Collection and Pandora 110 through the 'start' of spring touring | - Pushing out athlete content that showcases touring capabilities, paired with ripping skiing capabilities - Blog post explaning the technical features - Recycling content from 'Aspect' - Email blasts driving traffic to landing page and blog post(s) | ||||||||||||||||
63 | Any Paid Social? | |||||||||||||||||||
64 | Social Promotions and Content | Monthly- General Focus | No | |||||||||||||||||
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