A-ha Brand Build Creation and Executive Direction
1. Initial Build-Out Phase (Months 1-2)
This phase is designed to create the foundation of your brand while preparing for a high-impact launch. We will:

• Brand Creation and Strategy:

  • Develop a compelling and cohesive brand identity.

  • Manage and execute brand identity sessions with groups of action sports athletes. 

  • Create strategic alignment between your products and consumer needs, identifying creative and nuanced ways to position your brand in the market.

  • Explore extensions into categories like beverages and lifestyle products.

  • Working with your team to discover and create your brand framework.

• Real-Time Problem-Solving:

  • Introduce solutions to position your brand ahead of competitors.

  • Identify simple and effective solutions regarding brand strategy, including product choice and build-out logistics.

  • Conceptualize branding and product development opportunities.

• Full-Service Build-Out:

  • Logo design, brand guidelines, and packaging templates.

  • Social media content creation, photoshoots, and video production. Creation of deliverables for all current media formats. 

  • Custom website build with SEO optimization.

• Executive Brand Management:

  • Conceptualize, create, and manage media content.

  • Manage the entire suite of branding and marketing efforts.  

  • Create and manage the ongoing collaborative calendar for executive approval and involvement.

  • Event Planning & Management.  

• Refined Brand Update:

  • Logo update

  • Social media content creation

  • Content Management and scheduling 

  • Website update and management. 

Cost for Months 1-2:

• $12,000 - $18,000 per month (includes a 25-35% additional cost due to the all-in nature of this phase). A list of specific deliverables and time frames on project approval. 

• $4,000 - $6,000 of this budget would seemingly be billed to Refined Genetics. A refresh would be part of this scope of work.  

 
2. Ongoing Management Phase (Month 3 Onward)
Once the brand is established, we transition into a contractual relationship focused on growth and innovation. This includes:

• Brand Management and Direction:

  • Continual refinement of your brand identity and strategy.

  • Co-creating and implementing solutions to expand the product line and market reach.

• Media Management:

  • Ongoing content creation, influencer campaigns, and paid advertising management.

  • Project management in all digital and physical media outlets. 

  • Manage relations with “influencers” and content creators to maximize brand exposure across all channels. 

  • Manage “Earned Media” Strategy to keep eyes on the brand and organic growth through engaging media outlets organically.  

• Event Management:

  • Manage all aspects of events from conceptualization to activation. 

  • Creation of potential event calendar and management of budget to ensure the brand is present and pivotal events. 

  • Curation and management of event staffing. Find the right people and manage their involvement and participation in events. 

• International Expansion and Adaptation:

  • Assistance in aligning your brand with international markets, ensuring compliance and cultural relevance.

  • Work in concert with legal advisors to ensure cost-effective solutions and avoid line item expenses through the use of A.I. 

• Product Innovation:

  • Conceptualization and creation of new product lines, including beverages, consumables, and apparel, to expand and diversify revenue streams.

Standard Monthly Fee:
$12,500 to $16,000 fluctuation based on specific deliverables plus event & travel demands.


 
This proposal outlines three budget options — Scrappy Budget, Middle Road Budget, and Upper Budget Estimate — to provide flexibility while ensuring impactful branding and marketing efforts for the Refined Genetics product launch.
1. Trade Shows
Purpose: Establish credibility and connect with industry leaders through a strong presence at key trade shows.
Details:

• Utilize tradeshows and industry events to showcase the product in an engaging and memorable way. Plan outside the box here. 

• Leverage on-site activations to encourage visitor engagement, including product sampling or exclusive product previews.

• Participate in adjacent activities and events around the main event.  Have product samples and “gear” for people at these events. 

 Budgets: Scrappy Budget: $50,000 | Middle Road Budget: $100,000 | Upper Budget Estimate: $400,000

2. Events & Festivals
Purpose: Build emotional connections with trend-driven audiences by associating the brand with creativity and culture.
Details:

• Sponsor key elements of festivals, like seating areas, stages, or branded activations, to maximize visibility.

• Create unique “jailbroken” experiences such as pop-up events & surprise performances.

• Build brand awareness through festival merchandise co-branding and influencer collaborations at events.

Budgets: Scrappy Budget: $30,000 | Middle Road Budget: $50,000 | Upper Budget Estimate: $150,000

3. Action Sports Events
Purpose: Target adventurous, younger audiences through grassroots participation and event sponsorships.
Details:

• Sponsor major and niche action sports events, such as skateboarding, one-wheeling, rock climbing, or snowboarding, to align with the action sports lifestyle.

• Provide branded gear & event features (e.g., branded obstacles, jumps) that integrate naturally with the event.

• Organize small-scale “guerrilla” marketing activations during these events to engage directly with the audience.

Budgets: Scrappy Budget: $15,000 | Middle Road Budget: $30,000 | Upper Budget Estimate: $100,000
     
4. Micro Sponsorships
Purpose: Build connections through sponsorships of terrain parks, event features, and other small-scale branding opportunities.
Details:

• Sponsor specific features such as Snowboard terrain parks, climbing walls, or bike trails to ensure hyper-local branding opportunities.

• Align with grassroots events like local music or food festivals to establish an authentic community presence.

• Create product sampling or branded pop-up installations within these locations to engage directly with audiences.

Budgets: Scrappy Budget: $10,000 | Middle Road Budget: $20,000 | Upper Budget Estimate: $80,000

5. Social Media Marketing & Content Creation
Purpose: Maintain a robust online presence and extend reach through high-quality, shareable content.
Details:

• Develop polished video content and photoshoots tailored for both organic and paid social campaigns.

• Use targeted ads and boosted posts to maximize brand exposure and ROI on digital platforms.

• Manage and monitor social media channels with ongoing engagement and analytics-driven optimization.
  
  

Budgets: Scrappy Budget: $50,000 | Middle Road Budget: $95,000 | Upper Budget Estimate: $200,000

6. Street Teams for Events
Purpose: Engage directly with consumers at events to build authentic relationships and brand advocacy.
Details:

• Deploy “street teams” at events to distribute samples and directly interact with attendees.

• Incorporate creative tactics such as flash activations or branded giveaways to maximize engagement.

• Use team ambassadors to share real-time content on social media platforms, amplifying event exposure.

Budgets: Scrappy Budget: $30,000 | Middle Road Budget: $20,000 | Upper Budget Estimate: $80,000
7. Content Creators (Sponsorships)
Purpose: Leverage trusted voices to expand brand reach through interesting & exciting content.
Details:

• Partner with niche influencers, musicians, and athletes to create bespoke content aligned with the brand's ethos.

• Provide co-branded opportunities or exclusive access for creators to generate high-quality, shareable content.

• Engage creators to document live activations and generate buzz through organic, authentic storytelling.

Budgets: Scrappy Budget: $25,000 | Middle Road Budget: $80,000 | Upper Budget Estimate: $200,000
 
Summary of Total Costs

1. Hard Cost Budget: Scrappy Budget: $210,000 | Middle Road Budget: $390,000 | Upper Budget Estimate: $1,220,000

2. A-ha Media Services: Scrappy Budget: $146,000 | Middle Road Budget: $175,000 | Upper Budget Estimate: $200,000