BIRDS OF A FEATHER SESSIONS GROUP SOLUTIONS

GROUP 1 Bryce Phillips, evo, Founder and CEO (LEADER) Dave Nash, Sun Diego, President Greg Weisman, Ritholz Levy, Partner Mark Weber, Billabong, VP Mens Merchandise & Design Ian Perez Agenda Show, Senior Attendee Relations Manager Marty Mathiesen, Oakley, Sales Drew Dolkas, Roark Revival, Sales Director Eric Thomas, RVCA, VP of Sales Blake Hess, Nland Surf Park, General Manager SCENARIO: Create an event / campaign that can be scaled nationally & globally which encourages new surfing participants, and allows tie-ins from beaches, surf parks, manufacturers, retailers, athletes, influencers, hospitality, media & outside brands. SOLUTION: The Why Our collective aim is to change the trajectory of kids’ lives. Surfing does exactly that. We want to teach new people to surf, capturing the unique and new opportunity that surf parks create. Context It’s an extraordinary time where diversity & inclusion is front and center across all companies and industries and the proliferation of surf parks is just beginning. Moreover, the surf industry has clearly identified the need to evolve. Layer in the fact that SIMA is at a crossroads, we believe that the confluence of these variables points to a massive, “rising tide” opportunity. “Rising tide” directly relates to having a positive impact on a diverse group of kids and communities around the world, evolving in a relevant way to a much broader market and in turn, creating more surfers/customers. It’s a positive feedback loop. What is needed to make this happen? · Leadership: who runs this? Organizing forces? o SIMA – backed by the industry – sharpening focus around participation – this cause is a unifying a force, pulling all brands, retailers and industry stakeholders together o Key Influencers that will resonate with new audience, also making it human given these icons will be learning something new themselves (ie. hip hop, pop culture + local legends). Examples could include… § James Harden – Houston focused § Pharrel § Michelle and Barack – Chicago focused o Examples of brands that could work to bridge the gap § RVCA § Stance § Red Bull

§ Need to also expand beyond industry, partnering with brands where our objectives align o Retailers: access points in communities. Can amplify the message, reach out to the audience, help supply the product (ie used equipment). · Strategic plan o Surfing is the “bridge” that will engage and inspire. Ongoing mentorship, community service etc will be critical in “changing the trajectory of kids’ lives”. o Roll out program as new parks open. Follow the proliferation of parks across the nation and also globally. Map out the next 10 years. · Launch events: Waco with a focus on Houston & Nland x Austin · Access to the kids via partnerships o Needs to start at the schools “surf PE” and other non-profits that work directly with our target population · Transportation · Certified teachers · $ to at least cover costs o Non-endemic brand o Government grants with a focus on our target audience · Press/Media plan o Non-endemic (ie vice) o Leverage influences via social Misc Notes · Central theme: Inclusivity and Community – geographic, ethnic, economic, religious and many more barriers are broken down. · Summary: Inner-city youth x surf parks x urban influencers x SIMA · Market the regions (ie regionally competitive) · Circle back to the kids’ communities with service projects, mentorship + · Potential partners to cover transportation: Lyft/Uber – take kids to the wavepark · Side Benefit: once exposed, kids also become environmental advocates and can back the work of organizations including Surfrider · “Global surf day” with a focus on underserved youth. Ie “Pass the handle.” from the wake industry and “International go skateboarding day.” · Name idea “Asphalt surf club” · Potential to leverage into product that can be sold · Art is another potential element of the program curriculum · Opportunity to eventually expand to beaches/ocean Most importantly, next steps….. Make it happen!

GROUP 2 Mike Reilly, Quiksilver, VP, Specialty Sales (LEADER) Josh Hansen, Hansen Surfboards, Owner Patrik Schmidle, Action Watch/ Sports Marketing Survey, President Dave Tanner, Boardriders, CEO Joel Cooper, Lost International, CEO Garth Tarlow, O'Neill, Head of Marketing Allister Fernie, Storm in Tofino, Owner Lance Eddy, Vans, Sales Director Ryan, Boyes, Volcom, Director of Marketing- North America John Luff, Surf Park Central SCENARIO: Your electronics company is known for having higher prices than competitors, but also provide exceptional personal service. How do you get people to look past the initial price, and get them sold on other features that set us apart? How do you get the customer behind the value before they see the price? SOLUTION: Brand name The Fig- (the most intelligent smart phone/world enhancer) A brand with products that change lives. Competitive Mapping Comp- Apple/Samsung- Apple premium player and Samsung more price point driven Value Proposition Product Excellence---------The lightest phone on the market with the most powerful camera.-Point of difference Top level technology with enhanced VR and AR capabilities….. ---Point of difference Slick design and packaging to create perceived value……….. Customer Service Differentiation ----------Genius bar equivalent but add experiential component with gaming cubes, golf simulators, customization stations etc. ……IE-----experiential showrooms…….Create on star type experience. Click button on phone and instantly get a customer service rep to talk too live…..Go to assist via phone if wanted. Create the best warranty package in the industry. Customer loyalty experiences – events for loyal customers and free access to other perks….. Marketing and Demand Creation ----Social cause focus------Team with social causes and non profits from the beginning to stand for something from launch of brand. Brand Evangelists---Tier One -----Drake, Virgil Obloh, Top surf, snow, skate athletes, Top Gamers. Create micro influencer strategy…..Consumers with 2-10 k following who have tight emotional connections with their followers and our an authentic voice. Create a network of thousands.

Make sure to move the marketing spend that is focused on a litany of diverse locations were our consumers live….Gaming, Streetwear collaborations, surf, skate, social cause….

GROUP 3 Cathey Curtis , Billabong, VP Women's Marketing (LEADER) Cameron Cromartie, BC Surf & Sport, Manager Paul Harvey, Rip Curl, VP of Sales Krystle Quilala, Agenda Show, Sales Director Shaun Moody , O'Neill, Director of Marketing Aaron Coyle, Reef, Sales Manager Joel Olenik, Roark Revival, OC Sales Rep Ross Howatt, Vans, North America Action Sports Marketing Manager Aaron Carrera,Stab, Director of Partnerships Bobby Hundreds, The Hundreds SCENARIO: Your hardgoods brand feels that specialty retail is where it needs to focus. Create a marketing initiative whereby the emphasis to your consumer is to purchase your products at this retail channel, as opposed to online or other avenues. SOLUTION: As a start up wetsuit company, we felt that it was important for us to win at the core specialty store first. Critical to our success is a wetsuit that is trend and performance based. The “trend” factor of our suits will drive the first point of demand, however anyone who wears our suits will find they are the most comfortable, warm, flexible suits on the market. We believe our long term success and growth will come from a grassroots built demand/desire for our suits, therefore we are focusing in on a few key communities first. We have a 4 part marketing initiative:

• Product Seeding ◦ to the right high school kids in the water community by community ◦ To the right shop staff (recognizing that wetsuits sales are successful b/c customers

trust the advice of the right individual in the shop) ◦ to culture/storytelling, diverse trend leaders in the region, musician, artist, creator in

each community • Scarcity

◦ Getting a hold of one of the suits is going to be hard, we will limit supply and do specific product drops

◦ Only available in specific local shops, not available online

• Pay it Forward Anyone who brings in an old wetsuit in exchange for one of our suits will know that their previously owned wetsuit will be donated to the local URBAN surf program – giving a chance to people to get out in the water.

GROUP 4 Brian Cassaro, RVCA, VP of Marketing (LEADER) Bruce Cromartie, BC Surf & Sport, President Steven "Fish" Fisher, Surf Expo, Senior Buyer Relations Manager Shawn Peterson, Rip Curl, Men's Global Product John Lee, Neff Headwear, VP of Global Marketing Jay Twitty, Oakley, Sales Jake Martin, Quiksilver, Brand Marketing Lead Coco Tihanyi, Surf Diva, Owner Mark Ervin, IMG Tamara Full, OIA Shane Beschen, Playground Surf SCENARIO: Your headphone brand is considering shifting to DTC, but avoiding platforms like Amazon. How do you create awareness to your consumer base utilizing your existing channels to message them about purchasing your product through this route? SOLUTION: Changes to Current Distribution:

• Stop selling Amazon direct. • Pull out of all wholesale distribution except for 10 key influential retail partners • Use these partners to tell a complete brand story • Let these dealers sell Amazon as a 3rd party for our brand to protect price and still have

exposure on Amazon and take advantage of their search engine DTC Platforms:

• E-Commerce – Primary focus • DTC

o Pop Ups to promote key launches and collabs. Music Festival pop ups for branding experience and sales.

o Brick and mortar brand stores very limited but in key cities to tell brand story § NYC § SF § LA § Chicago

Promotion/Branding:

• Create clean branding aesthetic. Simple and classic. • Create special product launches around stories, advocates. Limited quantities. • Social influencers to create brand awareness and drive people to our social channels

o 1 – 2 large brand ambassadors o 40 – 50 micro influencers

• Create a compelling brand story and stories about the influencers and we work with. Goal is to get people/fans to share through social – content is king.

• Heavy seeding at music festivals to artists, influencers, celebs…etc. • E-Commerce Marketing

o Aggressive spend in SEO, PPC, Retargeting, adwords. o E-mail database – focus on growing database and sharing stories with our fans through

consistent email communication. • Use our music/sound app as a way to access the brand on a phone. • Optimize our website to be used on a phone. • Majority of spend on promoted posts and advertising on Facebook and Instagram. • Develop a robust affiliate program that gives the influencers the ability to earn income by

driving sales/revenue on our website. • Spend money with Amazon to promote our approved 3rd party dealers.

GROUP 5 Shannan North, Billabong, Global Brand Billabong President (LEADER) Jenner Heller, Active Ride Shop, President Rod Tomlinson, Surf Expo, Category Manager for Surf and Skate Vince De La Pena, Vissla, VP of Global Marketing Bob Mignogna, Mignogna Consulting - Surfrider Foundation, Sr. Advisor Jonathan, McCabe, RVCA, Director of Sales John Wilson, Stance , President Erik Forsell, Alterra Mountain Company Robert Graff, Wasserman, VP of Brand Partnerships/Media SCENARIO: Your toy brand has historically targeted boys. You believe there is a marketable opportunity for girls. How do you go about making a branded offering for that audience without alienating your core consumer? SOLUTION:

• Mum is the likely target customer who is making purchasing decisions and because of this there would be less risk to alienating either gender

• The ‘Toy Brand’ should be in a gender neutral color and type face and be able to creatively sit on the packaging of a toy for either gender

• Each specific Toy product under the Toy brand- should then be tailored for the target gender based on consumer research and focus groups without fear of alienating the other gender

• Each specific toy product should then have a segmented and targeted marketing campaign to reach the target user and a separate one to reach the mum

• Both female and male executives will be required product development and marketing teams to ensure the branding strategy is executing effectively for both genders

GROUP 6 Ted Li, Boardriders, SVP Sales (LEADER) Akram Abdelfattah, Jack's Surfboards Roy Turner, Surf Expo, Senior Vice President/ Show Director Kelly Gibson, Rip Curl, CEO Nick Meistrell, Body Glove, Marketing Director Scott Farnsworth, Skullcandy, Sales Manager Jeremy Schluntz, Surfer, Associate General Manager Mike Carter SCENARIO: As a leading automobile manufacturer, your top-selling product starts to malfunction and a large uproar within social media ensued. How do you manage this PR and product crisis and turn it around to gain back the respect & loyalty of your consumers? SOLUTION: Phase 1 “Understand Issue and Communicate”

• Timing – Day 0 - 7 • Bring together crisis management team. • Understand social audience. Loyal customers.

o Aggregate data • First communication to understand problem. • Immediate action to short term solution. • Put out communication on social media. • Frequency of communication as necessary.

o Understand feedback on communication. Social listening. o Be transparent o Ongoing dialogue

• Provide solution (fix the problem) o Be transparent. Don’t admit fault until you understand issue. o Understand cost to repair

Phase 2 “How to Build Trust” • Establish easy website to access step by step action or toll free call in. (multiple access

points) • Seamless solution to malfunction • Speed to resolution (quick and easy) • Reward for inconvenience. “Almost happy about having the issue.” • Continue to follow up. Guarantee satisfaction. 30-60 days after repair.

Phase 3 “Build Brand Loyalty” • What will get you to buy another car? • Increase QC on cars. Communicate changes. • Future messaging reinforcing quality • Allow for feedback from customers and continue to improve.

GROUP 7 Dylan Slater, Rip Curl, SVP Sales, Marketing, Technical Products (LEADER) Gary Rubin, Ron Jon Surf Shop, Director Scott Shaw, Call & Jensen, Shareholder Jason Shelton, Billabong, VP Sales Dave Pankratz, Exchange Collective, CEO Brehan McDonough, OIA, Director of Events & Education Shea Perkins, Reef, Marketing Manager Matt Sims, Surfer, Sales Executive Richard, Sanders, Vissla, VP of Sales Geoffrey Colon, Microsoft SCENARIO: Your athlete is participating in the Olympics and is favored to win a medal. However with Rule 40 coming into play, how do you as a brand create awareness of your athlete’s sponsorship connection without violating IOC rules. SOLUTION: OBJECTIVES OF SOLUTION:

• Establish strength and longevity in association between brand and athlete leading up to, during, and after Olympic games.

• Lift perception of the brand to the end-consumer, positively influencing future purchasing decisions based on brand/athlete relationship.

• Demonstrate the alignment of athlete’s personal values and the brand’s values. • Comply with Rule 40 of the Olympic Charter.

STRATEGIC TACTICS OF SOLUTION:

• Create communication timeline leading up to, during, and after Olympic Games detailing stories and content connecting to Objective #1, while establishing communication partners spanning from 3rd party media, influencers, and Olympic sponsors.

• During lead up phase, Brand to launch campaign featuring archive content showcasing the

athlete’s journey to the Olympic moment, while weaving the authentic nature of brand’s relationship with athlete. Campaign name: #TheJourneyLeadsHere

• This campaign aims to make the athlete more relatable, pulling the audience into the natural

sequence of the athlete’s career while establishing the connection between the athlete, brand, and products.

• The Go-To Market approach will lead heavy through activation of all brand-produced content in

lead up to Olympics across all mediums.

• Leading up to “black out period”, the campaign will pivot towards mobilizing the audience to share what their journey is through the same hashtag, #TheJourneyLeadsHere. The goal is to get the audience supporting the story and carrying on the conversation during the black out

period. In essence, our campaign supporting our athlete will carry on without us driving the conversation.

• Also, during this time, we will lean on our 3rd party media partners to carry on the conversation

by telling the story of the athlete’s journey, essentially being an additional arm of communication for our efforts.

• During the lead-up phase, we looked to form partnerships with non-endemic Olympic

sponsors, providing content, guidance, and support on their content creation needs, so they can help carry the conversation during the black-out period.

CONCLUSION In conclusion, we will capitalize on the Olympic moment of our athlete’s connection to our brand with an extremely strong lead up campaign, which will pivot to User Generated Content through our audience, 3rd party media partners, and non-endemic partners to help us carry the conversation through the black-out period.