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Here’s to you, mom. 

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Dear Leslie Wong,

I, Christine Yodsukar, am writing to you on the behalf of my company, Stumptown Media Group, in response to your request to build out a video campaign for the new Burgundy Fox product for mothers with the goal to grow your brand message around the value and importance of mothers, as well as garner attention for your brand.

Our company has over 10 years of experience in creating awareness surrounding movements such as yours through commercial campaigns from conception to distribution. Going into our 4th year in supplying all media related content for the Human Access Project, we have changed the public’s relationship with the Willamette River and are eager to help do the same for Burgundy Fox.

Stumptown Media Group is capable in adjusting and focusing on current and effective strategies while tracking the current market trends and reach to benefit Burgundy Fox’s mothers campaign message.

We look forward to a positive and prosperous collaboration with you. This proposal is valid for a period of 30 days upon submission.

Sincerely,

Christine Yodsukar

Project Manager | Principal

17000 SW Whitley Way, Suite 100 | Beaverton, OR 97006 503.764.5281

christine@stumptownmediagroup.com


Project Approach and Understanding

Understanding

Burgundy Fox is passionate about serving and supporting all women to feel great in their body. Through their brand messaging, Burgundy Fox aims to break the prescription of what is sexy, break the prescription of what is deemed worthy, and break the prescription of what makes a woman beautiful. Even though the brand is currently getting noticed for their efforts, there is a market of women that are still underrepresented when it comes to lingerie that makes them feel good. This market is moms.

Because of this, Burgundy Fox is seeking to create not only a product, but also a movement that will support moms of all kinds to talk about the things that bother them and bring the same kind of care and attention to helping them feel beautiful in their ever-changing skin. Examples of this include breaking away from frumpy nursing bras and helping moms understand that motherhood is not a time to stop caring for yourself, but actually one of the most important times to take care of and love yourself.

Approach

Stumptown Media Group desires to create a campaign surrounding the mom movement that will inspire action in their target market and will also support the overall brand message of Burgundy Fox. Avenues to achieve this are through the Primary Campaign Video and supporting shorter viral video edits, a short-film Documentary video style commercial that will also have accompanying shorter viral edits, matching photography, and the online marketing of these assets. With all of these assets and marketing strategies working together, the movement by Burgundy Fox as the leader will position Burgundy Fox as an important expert in the women’s development market as well as the women’s clothing market. Women will want to shop Burgundy Fox not only because they love the products, but also because they stand behind the mission and want to be a part of moving that mission to greater impact. Everyone has a mom or mom-figure in their life that has made an impact on them, and many women wish to become moms themselves. This campaign will become a movement that changes the way women think about their mothers and themselves as they enter into the journey of motherhood, creating long-lasting impact in our world.


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primary asset creation


For this campaign, we will be featuring (a variety of ethnicities and shapes of) Moms and their children in various stages of life as they grow together, bookending with the same Mom and Daughter in the same, present moment of time. From scene to scene, the Mothers’ children, through voiceover, finish a complete sentence. The look and feel of the campaign, overall, will be warm and inviting even though some of the experiences may not be so. The light will be soft and wrap around each mom like a warm blanket.

We open on a shot of our first mom as she’s walking out the door to go to work. Her daughter runs up to her, grabs her leg and says in a soft voice, “Mom, I have to tell you something…” The mom kneels down to listen to what her daughter has to say. The little girl holds her hand up to her mouth and whispers in her mom’s ear, “I just wanted to say thank you…”

  1. We then see a pregnant woman tossing and turning in bed as her wife lifts her head and reaches over a hand onto her shoulder to comfort her. She’s wearing something from Burgundy Fox. She just can’t get comfortable and we hear her future child’s voice “...for staying up late with me…”  

  2. We cut to a mom who is pumping at work. We hear the typical sound of the pump loud over her neighboring cubicles as she casually carries on with her work at her desk. We get a glimpse of her nursing bra from Burgundy Fox. Her child’s voice over “...for always thinking about me…”

  3. The next mom we see is sitting in a child’s bed, comforting her son as he just woke up from a nightmare. He is visibly scared with tears running down his face, and his mom is holding him tight as they are dimly lit by a nightlight on his dresser. She’s wearing a Burgundy Fox robe. The little boy’s voice over says “...for protecting me from the monsters…”

  4. We then cut to another mom who is looking at herself in the mirror with her 6 year old daughter standing next to her. She’s looking at her stretch marks with a quiet smile on her face as if to say “these are my battle scars.” She’s wearing a bra and panty set, about to get dressed for the day, with a Burgundy Fox box on the bed/dresser next to her. We hear a voice over of this mom’s kid saying, “...for helping me grow…”

  5. We see an older mom sitting in her child’s room. She’s holding a picture frame with her daughter in a cap and gown. “...and for always encouraging me to chase my dreams…”

  6. Cut back to our first mom, who is still kneeling down with her child as she is about to leave for work. Her daughter continues on to say a phrase that is clearly a special thing they often say to one another “...you are my best.” They both giggle and the mom squeezes her daughter in a big hug. As they continue to giggle, they pull back from the hug and the mom says to the daughter, “You are MY best!” and the two continue to giggle and tell one another that they are their best. Fade to white with Burgundy Fox logo and the tagline/hashtag created for this movement.


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documentary asset creation

The goal of this short-film style Documentary is to bring the same movement to light around supporting moms we know and love, and bringing it to the viewer in a much more raw and real way. The look and feel of this film and its shorter edits will feel more like the viewer is getting to sit in on an intimate meeting where the mom is sharing her deepest fears and struggles.

In this film series, we will see a group of moms come into a room and sit down on a chair. We see one mom in the room at a time. We see a pregnant mom, a brand new mom, a mom with a toddler, a working mom, a stay at home mom, a mom with a kid leaving for college soon… and we hear the person behind the camera asking them questions. The questions surround the idea of, “how do you feel you’re doing as a mom? How do you feel you’re doing as a woman? As a person?” The viewer will get to hear and see in their faces and bodies the things they are struggling with, the things they wish were different, the things they think they are failing at. It will be emotional and tough. We will see these women feel their feelings and we as the viewer can relate, whether we are a mom ourselves or not.

Then as each woman is sitting on her chair, alone in the room, someone important from her life walks in, surprising her. It might be her best friend, her partner, her mom… and each person has with them a piece of paper. The person behind the camera goes on to ask the surprise guest the same exact questions they asked the mom a few moments before. The surprise guest answers the questions, reading off of their paper which holds the answers they wrote down before filming. As they read or recite their answers, they look into the eyes of the mom sitting next to them. Their answers could not be more different than the moms which we heard moments ago. Instead of the fears, the insecurities, and the self-hate, we hear celebration of all that the mom is doing and has done. We hear the things that the surprise guest is proud of the mom for, things they admire in her, things they love about her.

We come to see through the evidence of the contrast in answers, that motherhood is jarring, and we need to see the beauty and light in ourselves shined back onto us from the people around us who love us most and know us best. What we sometimes see in ourselves isn’t the truth. But the ones who love us and care for us are able to see us for the amazing human beings we really are. They see all that we do and accomplish. They see all of the magic we make happen. They love us unconditionally even when it is difficult for us to love ourselves.

The end of this video will inspire action in the viewer to let a mother they love know how amazing she is doing and why they celebrate her. It will fade into white with the Burgundy Fox logo and the tagline/hashtag to inspire action within this movement led by Burgundy Fox.


ASSET CREATION FEES

Brand Video Creation

A brand video takes your existing brand’s message and enhances it through powerful and moving imagery. It can also be used to take a secondary message and start a movement. The brand video automatically will elevate the brand and make any additional messaging more effective.

Before production Stumptown Media Group begins, we will narrow down your message to its core. From there we will create a detailed script and storyboard to help visualize the final product and execute the script through to completion.

Creative Fee: $5000 (pre-production, director fee)

Production Cost: $2000 (location, hair and makeup, cast, editing)

Total: $7000 | $3500 to start production

Brand Video Creation with additional Edits

Once your brand video has been created, it’s important to have additional assets to follow up the campaign with. Using the content that has already been created, we will create (2) additional, shorter edits of 15 seconds each, as well as, (20) still images to add more substance to the campaign.

Before production Stumptown Media Group begins, we will narrow down your message to its core. From there we will create a detailed script and storyboard to help visualize the final product and execute the script through to completion.

Creative Fee: $5000 (pre-production, director fee)

Production Cost: $4000 (location, hair and makeup, cast, still photography, editing)

Total: $9000 | $4500 to start production

Brand video and documentary campaign creation with additional edits

In order to cement the brand as a leader within their industry, we will create a documentary to be 3-5 minutes in length in addition to all the assets listed above. We will also create (2) shorter documentary edits, 30 seconds in length, for the brand’s campaign.

Before production Stumptown Media Group begins, we will narrow down your message to its core. From there we will create a detailed script and storyboard to help visualize the final product and execute the script and narrative through to completion.

Creative Fee: $10,000 (pre-production, director fee)

Production Cost: $6000 (location, hair and makeup, cast, still photography, editing)

Total: $16,000 | $8000 to start production


marketing fees

Stumptown Media Group is proud to offer continual support of your brand’s messaging through digital marketing and asset management. As a content creator, Stumptown Media Group has the advantage by being able to modify existing assets for optimal performance on the fly.

Basic Monthly

- FB Page Likes - Creating engaging and enticing ads to encourage users to like your business page to create trust amongst your followers.

- FB Post Engagement - Ensuring FB post copy and creative are captivating, on brand, and on point to encourage users to engage with the post through views, likes, comments, and shares, and boosting to your target demographic.

- All asset creation packages (above) include 1 month of basic campaign management.

- Actual ad spend is not included

Fee: $500/month

Basic plus Monthly

- FB Page Likes - Creating engaging and enticing ads to encourage users to like your business page

- FB Post Engagement - Ensuring FB post copy and creative are captivating, on brand, and on point to encourage users to engage with the post through views, likes, comments, and shares, and boosting to your target demographic.

- FB Group Build Out - Creating the system to constantly feed your group with qualified leads

- FB Group Management - Creating a systematized schedule of posts and content to keep your group members constantly engaged and interested which will lead to sales

- Partnerships and Affiliate Building - Curating a roster of strategic partners and businesses to foster relationships that lead to sales

- Actual ad spend is not included

Fee; $1200/month

Advanced Monthly

- FB Page Likes - Creating engaging and enticing ads to encourage users to like your business page

- FB Post Engagement - Ensuring FB post copy and creative are captivating, on brand, and on point to encourage users to engage with the post through views, likes, comments, and shares, and boosting to your target demographic.

- FB Group Build Out - Creating the system to constantly feed your group with qualified leads

- FB Group Management - Creating a systematized schedule of posts to keep your group members constantly engaged and interested which will lead to sales

- Partnerships and Affiliate Building - Curating a roster of strategic partners and businesses to foster relationships that lead to sales

- FB Ad Sales - Creating a funnel with ads, and sales pages that lead to an email list of qualified leads and sales

- Testimonial and Client Outreach - Creating a system that collects client reviews and testimonials that establishes trust and encourages sales 

- Brand Status Elevation - Creating content that increases the brand's status to expert, increasing the brand’s market share and value

- Actual ad spend is not included

Fee: $2500/month

Advanced Plus PR Monthly

- FB Page Likes - Creating engaging and enticing ads to encourage users to like your business page

- FB Post Engagement - Ensuring FB post copy and creative are captivating, on brand, and on point to encourage users to engage with the post through views, likes, comments, and shares, and boosting to your target demographic.

- FB Group Build Out - Creating the system to constantly feed your group with qualified leads

- FB Group Management - Creating a systematized schedule of posts to keep your group members constantly engaged and interested which will lead to sales

- Partnerships and Affiliate Building - Curating a roster of strategic partners and businesses to foster relationships that lead to sales

- FB Ad Sales - Creating a funnel with ads, and sales pages that lead to an email list of qualified leads and sales

- Testimonial and Client Outreach - Creating a system that collects client reviews and testimonials that establishes trust and encourages sales 

- Brand Status Elevation - Creating content that increases the brand's status to expert, increasing the brand’s market share and value 

- Press (Magazines, Blogs, Videos) - Press releases and solicitation to applicable publications 

- Holiday Campaign Build - Building campaigns using ads, sales pages, and emails around monthly holidays to drive sales

- Email Campaigns for Client Retention - Creating email campaigns that keep your customers interested, encourage sales, and increase client retention

- Actual ad spend is not included

Fee: $5000/month


Ready to get started? Give us a call at 503.764.5281 or email at hello@stumptownmediagroup.com