digital advertising agency

WE CAN GROW TOGETHER

Coca-Cola is known for fostering relationships betweenpeople and connecting the world. The love for Coca-Colatranscends countries, gender, age, income, and religion.It is the strongest love of all.

Here at Mahogany we want to continue to cultivate that love into the digital sphere. If Coca-Cola connects people and so does the Internet, imagine what the two can do together.

To connect the world, you also need to understand theworld. From our personal travels and our own unique cultural backgrounds, we have identified the differences that make humankind unique and the similarities that bring us all together. We have seen that no matter where you are a smile is still understood as a smile and Coca-Cola is still understood as “delicious and refreshing.”

Mahogany’s primary focus is the digital sphere, but ourstrategies and management will allow our ideas to easily be applied to all traditional and non-traditional channels.

1. (noun) mahogany, mahogany tree

any of various tropical timber trees of the family Meliaceae especially the genus Swietinia valued for their hard, environmentally non- toxic, reddish-brown wood that has excellent workability, durability, and specified use

Mahogany718 Ostrom Ave Apt 1 Syracuse, NY 13210Laurie Tewksbury, Managing Partner & Director / 315.383.9922 laurietewksbury@gmail.comfacebook.com/mahoganyagency@mahoganyagency

LETS CHAT!

WHY MAHOGANY?

CORE (trunk)Mahogany dreams big and executes well.

We’re a newly formed independent digital agency that is creatively and strategically driven. We combine everything digital in order to grow your brand and allow you to foster close relationships with your customers.

Digital. It’s where it’s at.It’s clear that the world is becoming more technological and digital each and everyday. Luckily, we love it and we’re always looking ahead to the next big idea. We’ll guarantee to position your company and brands ahead of your competition. Responsible. Super important.We hold our work, our employees and our business to high standards. So much so that no one at Mahogany is given corner offices. We also strongly believe in creating a better world. We do this by regularly giving back to the community and by only working with socially and environmentally responsible companies.

Spunk. We’ve got it.We’ve got personality and we don’t like to hide it. Each of us at Mahogany has ideas, brains and a wide range of marketing and business experience.

We have the skills and passion required to take the seed of an idea and nurture it to make it into a strong and growing brand.

OUR COREWe’re a newly formed independent digital agency that is creatively and strategically driven. We combine everything digital in order to grow your brand and allow you to foster close relationships with your customers.

we’re leaders, dreamers, and achievers.

Digital is whereit’s at.

Responsible. Super important.

Spunk, we’vegot it.

It’s clear that the world is becoming more technological and digital each and everyday. Luckily, we love it and we’re always looking ahead to the next big idea. We’ll guarantee to position your company and brands ahead of your competition.

We hold our work, our employees and our business to high standards. We also strongly believe in creating a better world. We do this by regularly giving back to the community and by only working with socially and environmentally responsible companies.

We’ve got personality and we don’t like to hide it. Each of us at Mahogany has ideas, brains anda wide range of international marketing and business experience.

Laurie and Marlena have been neighbors on Keuka Lake since 2008. Since meeting, the two have done lots of free work for the local wineries together. After a few years of only being paid in wine (not a bad thing) they decided it was time to get serious and work together full-time.

Laurie’s love of exploring the great outdoors lead theteam to focus their efforts on digital advertising. Justlike the wilderness, the digital sphere is a place of new growth, challenging

OUR ROOTSobstacles, and endless possibilities of exploration. Simply said, digital, it’s where it’s at.

It wasn’t long before Lau-rie realized that two girls from Central New York, couldn’t possibly know all there is to know about digital advertising. The Internet is a place where people from all over the world connect. Laurie knew that to succeed online and in the digital sphere, you need to understand different cultures and perspectives.

Emily and Ann quickly were recruited from Tawain. Literally, from half way around the world, these girls gave the new agency an international mindset. Melanie joined the team soon afterwards. Although only from Connecticut, Melanie’s love of exploring and dreaming big were bound to help make the new agency grow.

With a strong core, a global perspective, and a dream of reaching new heights, Mahogany was born.

OUR STRUCTURE

Laurie Tewksbury

MarlenaLeonardi

MelanieZajac

AnnBanjerdkorapin

Chun Ying Emily Chou

We don’t believe in corneroffices. Everyone here is an equalmember of the stump. ..err team.

MEET YOUR TRAIL GUIDES

Laurie Tewksbury

Marlena Leonardi

Managing Partner& Director

Managing Partner & Creative Director

Laurie can do a little bit of everything. This ‘ranges from

account management, brand strategy, social

media and graphic design. She spends most her free time

outside of work either on a mountain, a lake or a rock face.

While attending Syracuse University, she

studied Advertising and Marketing

Management. She has also spent some of

her time working in B2B marketing, digital media marketing, youth marketing and event planning.

Never caught without a smile on her face, Marlena is the creative mind behind the designs. She is passionate about what she does and specializes in branding, corporate identity, and interactive design.

While attending Syracuse Marlena studied in the Com-munications Design Program. She has also spent time

creating store displays for Anthropologie, branding local start up companies,

and helping businesses develop a social media presence.

When shes not designing, Marlena

can be caught cooking real authentic Italian food,

spending time on the lake, or sipping on her all too frequent soy vanilla latte.

not your average guide (we shower)

Melanie Zajac

Ann Banjerdkorapin

Chun Ying Emily Chou

Account Manager Digital Media Specialist Community Director

not your average guide (we shower)

Melanie has a go-getter attitude and wants to get to

know you no matter who you are. Her experience

in market research gets her asking questions and unearthing information

in everyone she meets. Melanie loves to talk,

but she also likes to listen. When she’s not listening, Melanie can be found running the streets of Syracuse usually accompanied by her trusty dog.Like her co-worker Laurie, Melanie is also studying Advertising and Marketing Management at Syracuse University. She has experience in account management, dataanalytics, youth marketing, and content development.

Ann was born and raised in Bangkok, Thailand and moved to Taipei, Taiwan where she finished high school. Following that, she studied Biology and Advertising, completing the Fashion Communication Milestone Curriculum at Syracuse University. She has a strong background in Fashion communication

and was a director of J-Brand Jeans fashion show held in 2007. At Mahogany, Ann is

our go-to person for everything

digital media.

Emily is very passionate about social media. She believes that social media creates a platform for consumers to discuss and share ideas, which allows brands to better understand what their consumers are thinking. She also loves it because she can see photos of her family back in Taiwan.Emily studied Advertising and Supply Chain Management at Syracuse University and is proficient in the English and Chinese languages. She also has some background in marketing research. She’s great at identifying target markets and using advertising media effectively.

Your team of Mahogany trail guides is ready to lead Coca-Cola through the digital forest and position it exactly where it needs to be online.

We are a pack of leaders not followers and arecontinually striving for the next technological break through. We believe that banner ads are an annoying thing of the past and there’s a better way to utilize your brand on the Internet.

Through social media, content curation, web design,mobile web, SEO and web analytics, we plan to workaround the obstacles facing Coca-Cola and create the perfect strategy.

WHAT WE’REALL ABOUT

StrategyBrand DevelopmentSocial MediaSearch Engine OptimizationMobile Web

Research & AnalyticsSocial ListeningTrend-spottingFull Campaign Analytics

CreativeSocial Media Content DevelopmentWeb DesignLogo Design CopyVideo

ManagementPlanningRisk ManagementSchedule and Budget ManagementSocial Platform Engagement

PAST EXPEDITIONS :WHAT WE’RE PROUD OF

FASHION FORWARD, ECO-FRIENDLY

SummaryRunway Earth is anon-line retailer of eco-fashion that grew out of a desire to support so-cially and environmentally conscious artists, design-ers and manufacturers. Their goal is to contribute to the fashion industry in a thoughtful and responsible way, while embracing the earth and all the diversity and resources it provides. At Runway Earth, they strive to utilize natural and recycled materials creatively, as well as sup-port fair trade and local manufacturers that sustain our economies. They also believe in giving back di-rectly, through our collabo-ration with Soles4Souls.

StrategyI wanted to give Runway earth a feeling of sophis-tication and high fashion, unlike many other eco-friendly or “green” clothing brands. Runway earth targets ev-eryday shoppers that may or may not be eco con-scious, but aims to attract and educate customers by having in style and up to date designs, which also happen to be eco-friendly.

RUNWAY EARTH

runway ear thwalk the runway

embrace the earth

runway ear th

runway earth

ImplementationI helped runway earth develop an Identity with a logo and tag line. I also helped them design and develop their website as well as art directing photo shoots.

ResultsAs a new startup com-pany Runway earth is ever growing. Continuously adding new outfits and gaining new eco friendly brands to represent through their high fashion aims, their success contin-ues. With an addtion of a facebook page and twitter their popularity continues to grow.

How this will benefit Coca-Cola We have experience designing and creating a cohesive brand and cam-paign. We have learned a lot about what it takes to be an environmentally-friendly company and will be able to bring that knowl-edge into this project.

PATAGONIA

Summary

Patagonia is rooted in the idea of keeping our environment clean. Pa-tagonia’s goal is “to build the best products and cause no unnecessary harm.” Their hemp cloth-ing line exemplifies these goals as hemp requires no irrigation, uses no synthetic fertilizers, and is harvested and processed by hand.

Strategy

We created a series of traditional, non-traditional and digital advertisements that introduced hemp to Patagonia customers by focusing on the versatil-ity of hemp. The style was simple and straight-forward. The tone was relaxed and easy for the audience to relate to, as if a close friend was making the reccomendation, not an advertising firm.Positioning Statement: Patagonia’s hemp cloth-ing for men is the only apparel that reduces environmental impact while maintaining a com-mitment to style, comfort, and durability.Proposition: We’ll take you there.

PAST EXPEDITIONS :WHAT WE’RE PROUD OF

WE’LL TAKE YOU THERE NEW PRODUCT LAUNCH: MEN’S HEMP CLOTHING

Implementation

Customers were reached through long copy ads which appeared in out-door magazines, television commercials and public transit stop makeovers. These were all followed up with a strong digital presence through a blog, mobile application and social media engagement and content curation. A landing page ande-brochure were also created as a part of this campaign.

Results

Increased traffic to website by 15% within 6 months of campaign launch. Increased Patagonia hemp clothing line awareness by 10% within 6 months of campaign launch. Increased Patagonia hemp clothing line sales by 5% within 12 months.

How this will benefit Coca-Cola

This project combined both traditional andnon-traditional media into one cohesive campaign.

Summary

For over 100 years, the Boy Scouts of America have been providing programming focused on character building and citizenship to young boys and girls. Although the Boy Scouts of America is still an incredibly strong program today, they are often seen as old-fashioned and out of touch with today’s youth. Alongside thebranding and promotion of the Bechtel Summit National High Adventure Base, which opens during the summer of 2013, we have been working to make the Boy Scouts of America ‘cool’ again.

BECHTEL SUMMIT NATIONAL HIGH ADVENTURE BASE SUMMIT BLOG

Strategy

One of the primary promotional channels for the Summit includes the Summit Blog alongside Facebook, YouTube and Twitter. Through these channels, we are personally connecting with Boy Scouts, Venturers, Scout Leaders and their friends and families. Tone is conversational and the graphic design is bold and photo-oriented.

BOY SCOUTS PAST EXPEDITIONS :WHAT WE’RE PROUD OF

Watch the video

Implementation

The Summit Blog (summitblog.org) has approximately 2-3 new posts each week. Content ranges from jamboree news, the Summit construction updates, high adventure activities to National Boy Scouts of America news and includes traditional blog posts, videos and infographics. Content from the blog is regularly shared on all Summit and BSA social media sites and webpages.

Results

The Summit Blog sees an average weekly traffic of approximately 36,000, with 28,000 unique visitors. On average, visitors spend 2:14 minutes on the site and view 2.4 pages.

How this will benefit Coca-Cola

We have lots of experience in youth marketing. We know how to create excitement and buzz online with this target.

Summary

Hosteling International is an organization that operates over 4,000 hostels in 90 countries. They provide quality budget housing for backpackers and travelers across the globe. While hosteling is an affordable way to travel a country, it also has several downsides. You’re sleeping in a room with strangers, your belongings have the potential to be stolen, and the amenities are far below that of a motel or hotel. How can Hosteling International attract backpackers and convince them that hosteling is nothing like what you see in scary movies?

Strategy

We pinpointed that besides price, backpackers like staying in hostels for other reasons. It’s exciting. You never know who you’ll be staying with next, the stories you’ll hear, or the advice you’ll come across. By staying in hostels, you’re breaking barriers and creating international friendships. We capitalized on this insight and decided to showcase the excitement and fun that develops when you put 4 strangers from different parts of the world in one room. Perhaps add some beer, and you’ve got an unforgettable night. Can your motel do that?The photographs in the ads are actual photographs taken by backpacker during her stay at hostelsthroughout Australia. If she can have that much fun with complete strangers, so can you.

HOSTELING INTERNATIONALPAST EXPEDITIONS :WHAT WE’RE PROUD OF PRINT CAMPAIGN

Implementation

A series of print ads were developed to be placed in airports, train stations, and bus-stops. Since backpackers don’tusually know where they’re staying next, we targeted them during major travel interchanges. What better time to think about where you’re going to sleep then when you’re waiting for your bus?

Results

Increased global awareness of youth hostels

How this will benefit Coca-Cola

We know the youth market, and we know it globally. We have lots of experience uniting and connecting people from across the world.

Before strapping on your hiking boots, you need a plan of action to safely maneuver through the digital forest.Explorers who don’t have a strategy can encounter obstacles and head down the wrong path. But don’t worry, you’re exploring with the best.

Mahogany has outlined a process that will help Coca-Cola navigate through the digitallandscape and connect the world.

Gear Up — Any great explorer knows that survival is dependent on preparation. We think so too. Before tackling

THE ROUTE WE FOLLOWthe forest, we fill our backpacks with insights from both quantitative and qualitative tactics.

Bring Our Compass — To navigate through the forest we need a clear and focused strategy that will reduce risk.

Set Forth — Here’s where we enter the forest andexecute our liquid and linked ideas.

Re-trace Our Steps — This is the part of theadventure where we go back and evaluate our process and continually improve it.

THE ROUTE WE FOLLOW

Mahogany believes that a strong agency-client relationship is the key to innovative and successful advertising. So, we’d like to make a promise to you.

A promise that we’ll give Coca-Cola our fullattention from the very beginning and that we will work relentlessly to further strengthen the Coca-Cola brand in the digital sphere. We promise that our expertise and passion will help Coca-Cola transform a drink into a digital story that everyone will be talking about onlineand off.

Below includes our plan of action for Coca-Cola. Specifics about scope, cost and dates will be agreed upon during the first phase. Consequently, the timeline should be seen as an estimate which may vary based on our collaborative decisions.

This is not an exhaustive list nor is it set in stone. We just see this as a possible exciting mountain to climb.

OUR PROPOSED TRAIL MAP FOR COCA-COLADeliverable Investment Estimated Deadline

Coca-Cola Website Management $XXXXX MM/DD/YY Social Media Campaign Strategy & Content Curation Facebook $XXXXX MM/DD/YY Twitter $XXXXX MM/DD/YY YouTube $XXXXX MM/DD/YY Tumblr $XXXXX MM/DD/YY Google+ Strategy and Content $XXXXX MM/DD/YY Pinterest Strategy and Content $XXXXX MM/DD/YY Get Glue Strategy $XXXXX MM/DD/YY Application Strategy & Design Social Media App Design $XXXXX MM/DD/YY Mobile App $XXXXX MM/DD/YY Optimization Search Engine $XXXXX MM/DD/YY Mobile $XXXXX MM/DD/YYSocial Media & Website Analytics $XXXXX MM/DD/YYCoca-Cola Freestyle Strategy $XXXXX MM/DD/YY

thank you