EZIA ATHLETIC CLUB
BRAND IGNITE LITE : SUMMER 2020
EZIA is back on Nantucket in a new central location at 117 Orange Street. And when potential members consider joining EZIA, it isn't the number of treadmills or color of kettlebells that will close the deal. Ultimately, the EZIA brand is what gets the black card out of the wallet.
But the EZIA brand is more than the logo on the quarter board or the membership prices. The EZIA brand is the feeling a potential member gets from the other members who live this island to the fullest. It's that confident, fit and youthful lifestyle EZIA members live with fishing rods and golf clubs, surfboards and bicycles, mudslides and whale's tales. The brand is in fact, how the members are able to live, because they've made EZIA part of their daily routine.
117 Orange Street is not just geographically in the middle of the neighborhood, it's also the anatomical heart of the Nantucket. EZIA is a life source that pumps endorphins, strength and smiles to all the Grey Lady's extremities, from Smith Point to Great Point.
EZIA already has an effect on its members, which will spread by word of mouth, but we want to accelerate this conversation. And to spark this brand for new and returning members, EZIA needs a brand ignition. This initial flame needs to cause a wildfire affect around the island. People need to be talking about EZIA while tacking off Madaket, perusing the galleries on Centre Street and sipping spritzes on the Straight Wharf.
Tactically, this ignition will not be one asset to stoke the flame, but a processed collection of assets, built over multiple days of content creation, that will keep fueling the burn. The collection will be delivered in a rolling delivery, with a focus on communicating the relentless pursuit of labor, leisure and adventure found in the EZIA members on this island. Dynamic action photography and cinematography will capture stunning moments in an EZIA member’s life. From these raw still and motion pictures, I will process and deliver assets in real-time, so there is a compounding asset effect, rather than a delay and dump strategy. In other words, you will start receiving assets nearly immediately, and won’t need to wait for a month to get too little, too late.
EZIA BRAND IGNITE LITE ASSET LIST
**For all assets below, I would relish the opportunity to handle the posting and promotion of the campaign to EZIA social channels.
30-second brand video - this video gives the viewer a taste of what the EZIA effect can be, and makes you think “I want to live and feel like that!”. The video will include members and coaches taking part in activities around the island and in the gym.
4 10-second teaser videos - the best b-roll cut into 10 second hype videos
36 photographs - professional shot and edited action photos cropped and ready for posting
6 looping gifs - the best moments captured on camera, brought to life in this lively, digital format
6 Isaiah cut-downs - the best soundbites from Isaiah, distilled into short, inspirational videos for social
CHANNELS TO PUBLISH CONTENT
Instagram / Facebook (with small paid budgets)
Yelp!
https://www.ezianantucket.com/
SHOOTING AND DELIVERY SCHEDULE
Sunday June 7
7am-9am - Film/photograph an ambassador #1 on the island
5pm-7pm - Film/photograph ambassador #2 on the island
Tuesday, June 9
7am-8am - Film/photograph ambassador #1 at EZIA
Wednesday June 10
7pm-8pm - Film interview with Isaiah at EZIA
Thursday, June 11
7am-8am - Film/photograph ambassador #2 at EZIA
Friday June 12
6am-8am - Film/photograph an ambassador #3 on the island
Monday June 15
DELIVERY 1: photographs 1-12 with captions / 3 gifs with captions / 10-second teaser #1 with caption
June: Posting of content and promotion of campaign begins heavy from June 15-30
Monday June 22
DELIVERY 2: photographs 13-24 with captions / 3 gifs with captions / 10-second teasers #2, 3 with captions
Monday, June 29
DELIVERY 3: 10-second teaser with captions
July: Posting of content and promotion of campaign continues from July 1-31
Friday, July 3
7am-9am - Film/photograph an ambassador #4 on the island
Monday July 13
DELIVERY 4: brand video / Isiah cut-downs #1-3 with captions
Monday July 20
DELIVERY 5: Isiah cut-downs #1-3 / 10-second teaser #4 with caption / photographs 25-36 with captions
August: Posting of content and promotion of campaign continues heavy from August 1-15
PAYMENT SCHEDULE
Sunday June 7
deposit due
Friday, July 3
Installment #1 due
Friday, July 24
Installment #2 due
Friday, August 14
Installment #3 due
Friday, August 28
Installment #4 due
This budget estimate is inclusive of:
time and talent of director
camera, lighting and sound equipment
music licensing
production insurance and incidentals
unlimited usage rights of final video and photography
director travel, lodging and meals
