Extending the Brand Legacy

The Brand Opportunity

•  Leveraging  modern  pla/orms  to  create  new  revenue  streams  for  EWF  through  e-­‐commerce  channel  strategies  

•  Create  a  streamlined  fulfillment  process  to  make  EWF  more  efficient  on  and  off  tour  with  merchandise  

•  Crea@on  of  a  strategy  that  grows  the  EWF  brand  awareness,  sen@ment,  and  influence  in  to  a  long-­‐living  legacy  brand  (i.e.  Rolling  Stone,  KISS,  The  Beatles,  etc)  

•  Growth  of  rich  content,  social  media,  and  mobile  pla/orms  in  which  EWF  has  access  to  their  fans  

•  Developing  a  “premier”  lifestyle  brand  strategy  through  licensing  opportuni@es  that  extends  beyond  the  current  EWF  structure  

The EWF Brand Ecosystem

EWF  Brand  

Concerts/Tour  

e-­‐commerce  

EWF  Connect  mobile  App  

Facebook  TwiUer  YouTube  Fan  

Club/Blog  

Retail  Channel  Events  

Promoter  Networks  

Lifestyle  Licensing  

EWF Website and e-Commerce

EWF    Maurice  White  

Founda@on  

EWF Platform Launch Phases

•  Phase  I:  Enable  Commerce  on  the  current  website  •  Add  E-­‐Commerce  capability  for  physical  and  digital  goods  (downloads)  •  Customer  registra@on  and  authen@ca@on  through  popular  social  networks  •  Integrate  with  3rd  party  fulfillment  centers  for  automated  online  order  fulfillment      

•  Phase  II:  Subscrip8ons  and  Content  Management  •  Rich  content  management  system  (Blogs,  Rich  Media)  •  Fan  generated  content  (Comments,  Pictures,  Videos)  •  Subscrip@on  support  for  premium  content  

 •  Phase  III:  Mobile  &  Social  commerce  

•  Commerce  ready  mobile  app  for  concerts  •  Integrated    Commerce  across  Mobile,  Social  and  Web      Es8mated  Timeline  for  comple8on:    6-­‐9  months  

EWF Online Fan Community

Tour and Event Platforms

Web/Fan Club Integration! In-Store Events! Concert Driven Promotions!

Legacy of Soul Membership

EWF Merchandising

Clothing  Merchandise  •  T-­‐Shirts  /  Sweatshirts  •  “Costumes”  or  “Stage  Fashions”  

Music  Merchandise/  Audio  •  Headphones  (Gra@tude  &  Eternity)  

•  EWF  Custom  Headbands  for  Eternity  •  Sony  Music  Collec@on  •  Music  Legacy  Sets  (Limited  Edi@on)  •  Drum  Accessories  •  Guitar  Accessories  

•  EWF  Picks  •  EWF  Guitar  Straps  

Brand  Extension  -­‐  Lifestyle  Products      

Turnkey Merchandise Fulfillment Process

Send  Products  to    Fulfillment    Center  

Fulfillment  Center  receives  and  stores  products  

Customers  purchase  products  from  website  

Fulfillment  Center  picks  and  packs  products  

Fulfillment  center  ships  products  

Earth Wind & Fire Lifestyle

EWF Natural Elements™

Earth   Wind   Fire  

EWF Natural Healing Retreat

Natural Element Supplements

EWF Research Foundation

Percentage of sales of EWF “Lifestyle” products to be given back to the Earth, Wind & Fire / Maurice

White foundation dedicated to the research, treatment,

and support of those diagnosed with the Parkinson’s Disease

The Opportunity Summary

•  Leveraging  modern  pla/orms  to  create  new  revenue  streams  for  EWF  through  e-­‐commerce  channel  strategies  

•  Create  a  streamlined  fulfillment  process  to  make  EWF  more  efficient  on  and  off  tour  with  merchandise  

•  Crea@on  of  a  strategy  that  grows  the  EWF  brand  awareness,  sen@ment,  and  influence  in  to  a  long-­‐living  legacy  brand  (i.e.  Rolling  Stone,  KISS,  The  Beatles,  etc)  

•  Growth  of  rich  content,  social  media,  and  mobile  pla/orms  in  which  EWF  has  access  to  their  fans  

•  Developing  a  “premier”  lifestyle  brand  strategy  through  licensing  opportuni@es  that  extends  beyond  the  current  EWF  structure  

•  Por@on  of  merchandise  proceeds  donated  to  Maurice  White  Founda@on