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 & Designers20% Consumers10% Showroom Associates5% Builders & Remodelers5% Plumbers

Cornerstones.Design

& Home Trends

Technology&

Innovation

Material & Color

Social Issues&

Sustainabilty

Cornerstones: Design & Home Trends

Technology & Innovation

Material & Color

Social Issues &Sustainabilty

Fine Arts Neuroscience

Architecture Psychology

Anatomy

Chemistry

Anthropology

Fashion Engineering Biology Ergonomics

Sociology Ecology Physics

Reach Blog

Links to and from

Kohler.com

Showrooms

Twitter

Facebook

Home Page Interactive Magazine

YouTube

Pinterest

Tradeshows

Magazine

Kohler.com Literature

Page

Blog Tradeshows

Literature AppShowrooms

App

Blog details.Articles

AaVideos Quotes Slideshows Bold Personas

Hi!

Recipe Cards

recipes

Historical Posts Whats Trending Mood Boards

- 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”

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

Book Reviews The L’trine PR

OMG!!

Kohler Community

Bold 3.1- Three to Five New articles- Updated product portfolio- Direxion page flipper only

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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

Magazine details.

Approvals.EXPANSION OF BOLD TO BLOG:

- Michael Mueller

VISUAL TREATMENT OF TEMPLATES:

- David Kohler - Tristan Butterfield- Arnold

CONTENT CALENDAR:

- James Sandora

blog magazineFINAL 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)

EXECUTIVE TEAM:(James, Tristan, Arnold)

- Provide content direction - Approve editorial calendar- Sign off on initial creative execution

Team. 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

IDEA TEAM:Nancy YuskoMegan GordonPatrick FoxDonna Church Mark BickerstaffePeter OeschTristan ButterfieldJoe AzzarelloTheresa MillardShannon FriedelBarry Glasford

Jo Brown Betsy FroelichMichelle PenasaDave HillebrandMatt BarensMark ThielAngela Miller Chef Richard PalmPeter ClemensMatt BauerJean Kolb

SUPPORT TEAM:

- Staff Writers- Proofreading- Production Artist- Legal

CONSULT TEAM:(Hanley Wood)

- Lifeline to community & trends- Contact resource to architects & Desingers- Potential blog contributors

Coming together is a beginning;Keeping together is a process;Working together is a success. - Henry Ford

IDEA TEAM: Collaboratively engages in discussion and submission of ideas, inspiration and trends.

1

23

45

6

idea teamNancy Yusko . Megan Gordon . Patrick Fox . Donna ChurchMark Bickerstaffe . Peter Oesch . Tristan Butterfield . Joe AzzarelloTheresa Millard . Shannon Friedel . Barry Glasford . Jo BrownBetsy Froelich . Michelle Penasa . Dave Hillebrand . Matt Barens Mark Thiel . Angela Miller . Chef Richard Palm . Peter ClemensMatt Bauer . Jean Kolb

Full team meeting and working session

Use central site for communication and sharing

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

Quarterly idea team meetings

idea team.American Design Trends

Nancy Yusko: Lead Industrial Designer -Decorative Product and Color

Megan Gordon: Interior Designer II-Set and Display

Patrick Fox: Art Director-Interiors

Global Design Trends

Donna Church: Manager-Marketing and Communications Canada

Mark Bickerstaffe: Director-New Product Development Europe & Asia Pacific

Tristan Butterfield: Creative Director-K&B

Peter Oesch: Director- Communications Asia Pacific

Sustainable Design and Sustainability

Joe Azzarello: Senior Staff Engineer-Sustainability

Theresa Millard: Consultant -Stewardship Advisory Board

Universal Design and Human Factors

Shannon Friedel: Interior Designer -The Kohler Store, Universal Design

Barry Glasford:Analyst-Human Factors

Interior & Home Trends

Jo Brown: Associate Internet Content Manager

Mark Thiel: Communication Specialist-K&B Social Media

Megan Gordon: Interior Designer II-Set and Display

Fashion Trends

Betsy Froelich: Associate Channel Manager-K&B

Michelle Penasa: Art Director-K&B

Tristan Butterfield: Creative Director-K&B

Technology Trends

Dave Hillebrand: Advanced Concepts Manager

Matt Barens: Senior Project Engineer-Process Improvement

Kohler History

Angela Miller: Senior Communication Specialist-Corporate Archives

All Things Food

Chef Richard Palm: Head Pastry Chef-The American Club® Resort

Peter Clemens: Head Chocolatier-The Craverie

Matt Bauer: Head Chef- The Immigrant Room

Wellness and Spa Trends

Jean Kolb: Director-Wellness Business and Product Development

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)

Grant Gibson (Designer, SF)

Garrison Hullinger (Designer, Portland)

Jonathan Adler (Designer, NYC)

Deb/Smitten Kitchen (Foodie, NYC)

Benjamin Moore

Design Room Designers

Gensler

Marmol Radziner

January February March

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July August September

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October November December

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Schedule.Beth & Katie:- January 1 - Begin work on bold full time

Magazine Schedule:- April - Bold 3.0 delivers at KBIS- October - Bold 3.1 is uploaded online only

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

objective: cornerstones:

blog details: magazine details:

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.

Design & Home Trends

Technology & Innovation

Material & Color

Sustainabilty & Social Issues

60% Architects & Designers

20% Consumers

10% Showroom Associates

5% Builders & Remodelers

5% Plumbers

audience:

Articles

AaVideos Quotes Slideshows Recipe Cards

recipes

Historical Posts Mood BoardsBook Reviews The L’trine

Hi!

Bold Personas

approvals & approvers:

Permission to:

- Expand bold to blog

- Print bold just once at KBIS

- Produce digital version of 3.1

- Explore bold as an app

David Kohler

Natalie Black

Michael Mueller

Steve Bissel

Daniel Brohn

- 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”April

S M Tu W Th F S

1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30 31

October

S M Tu W Th F S

1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30 31

calendar:

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

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

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

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

January

1Beth and Katie go to bold full time!

I’d rather be a failure at something I love than a success at something I hate. – George Burns