Couristan Contract-Hospitality Social Media Strategic Planni

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So c i a l Me d i a S t r a t e g i c P l ann i n g/Cr e a t i v i t y

CONTRACT/HOSPITAL ITY So c i a l Me d i a S t r a t e g i c P l ann i n g/Cr e a t i v i t y

1. WHAT IS SOCIAL MEDIA MARKETING

2 2. WHO WE ARE

3. POSITIONING, VALUES, PURPOSE

4. SOCIAL MEDIA MAINSTAYS

5. TIMETABLE/CALENDAR/AUDIENCES

6. CAMPAIGNS

Color Vibes

6-9

Client Collaboration

10-14 15-18 19-20 21-26 27-29

Our Fabs

Virtual Show Stoppers

Inspire to Aspire

One Earth

WHAT IS SOCIAL MEDIA MARKETING So c i a l Me d i a Ma r k e t i n g i s t h e a c t i o n o f c r e a t i n g c o n t e n t t o p r omo t e o u r bu s i n e s s, p r o du c t s and s e r v i c e s o n v a r i o u s s o c i a l me d i a p l a t f o r ms s u ch a s Fa c e b o o k , I n s t a g r am, Twi t t e r and L i nk e d I n . Ou r un i qu e c o n t e n t s h o u l d b e t a i l o r e d t o t h e s p e c i f i c p l a t f o r m i t i s b e i n g s ha r e d o n t o h e l p u s b o o s t c o n v e rs i o n s and i n c r e a s e b r and awa r e n e s s.

Facebook

Instragram

Twitter

WHO WE ARE

2 Cour i stan sees the f loor beneath us as another canvas on whi ch to exhibi t ar t - text i l e that e l evates the exper i ences we have in those spaces . In the hospi tal i ty wor ld , i t inf luences guests ’ emot ions and states of mind as we l l as the i r impress ions of our c l i ents ’ brands .

We are proud to have assembl ed wor ld-c lass engagement l eaders and des igners that understand thi s pr inc ipl e . They are renown for creat ing bespoke solut ions that are so much more than just beaut i ful .

Cour i stan i s dr i ven to have the highest qual i ty products – us ing onl y premium mater ial s . Yet , we al so embrace that we have but One Ear th and are focused on conser v ing resources in our manufactur ing processes .

The onl y Amer i can-owned company in i ts c lass , Cour i stan has been stewarded by the same fami l y who are just as pass ionate today about creat ing e l evated exper i ences as they were near l y 100 years ago.

POSITIONING, VALUES AND PURPOSE 3.

POSITIONING Elevating Guest Experiences

VALUES Best-in-Class Experience-Eccentric Design Innovators Color Servants Resourceful One Couristan

PURPOSE We Enhance the Way People Experience Spaces

SOCIAL MEDIA MAINSTAYS

FOCUS Qua l i ty, Des i gn Exper t i se , Co l or Ser vants , Customer -Eccent r i c , End-User Exper i ence , Modern-Edge , Persona l i ty at t r i butes : Dr i ven , Pass i onate , Proud and Eco -Mi nded .

BEST - SELF GUIDELINES (Our Position)

BRANDING ELEMENTS Brand i ng i s more than a l ogo i t i nc l udes l ogos , fonts , photography, vo i ce , i conography and co l or.

FONT TYPE Sans Ser i f – ( font g i ves a modern/contemporar y fee l ( l ower case) . One co l or usage , modern usage , modern i con (wi l l need suggest ions for color usage f rom des ign team) THEME Ar t i st i c , modern-edge , capture at tent i on , engage , enhance exper i ence , i nsp i rat i ona l des i gns , g l oba l , end-user ownersh i p , co l l aborat i ons , va l ued resource .

HASHTAGS – DESIGNED TO DISCOVER CONTENT : #arch i ve #axd i rect #axmi nster #carpetdes i gn #cour i stan #cour i stancarpets #custom #customcarpets

#handtuf tedrugs #hosp i ta l i ty #hosp i ta l i tycarpet #hosp i ta l i tydes i gn #hote l carpet #hote l des i gn #hote l s #i nter i ordes i gn #l uxur ycarpet #l uxur y f l oor i ng #mach i netuf tedrugs

#newh #ny l oncarpet #oneear th #pat tern #pat ternedcarpet #por t fo l i o #recyc l e #spaces #susta i nab i l i ty #woo l carpet #wovenaxmi nster

#carpet i ng #carpet t i l e #co l or #co l or v i bes #co l or yourwor l d #co l ouropt i cs #commerc i a l carpet

#custommats #customrugs #des i gn #des i gncommun i ty

#des i gnexper ts #f l oorcover i ng #green l i v i ng

TIMETABLE/CALENDAR/AUDIENCES 5.

Facebook Pr imar y Post i ng :

Wednesday 11am and 1-2pm, No Sundays

Secondar y Post i ng : Tuesday or Thursday 8am-3pm, noth i ng before 7am and af ter 5pm

LinkedIn Wednesday 8am-10am and noon Thursday 9am and 1-2pm Fr i day 10am

Instagram Pr imar y Post i ng :

Wednesday 11am and Fr i day 10am -11am

Secondar y Post i ng : Monday, Tuesday, Thursday 9am-4pm, noth i ng before 6am and af ter 9pm Twitter Wednesday and Fr i day 9am, No Saturdays Monday, Tuesday, Thursday 8am-4pm, noth i ng before 5am and af ter 10pm

OUR GOAL IS TO CREATE 6-8 POSTS A MONTH FOR THE CONTRACT/HOSPITALITY DIVISIONS

Social Media Calendar To be created by Lar r y Mahur ter us i ng Goog l e Ca l endars

Target Audiences Network resource for hosp i ta l i ty i ndust r y, i nter i or des i gners , hote l owners/operators , arch i tects , students , educators , des i gn commun i ty, spec i f i ers , agenc i es , arch i tect and des i gn f i rms . Ul t imate l y resonat i ng wi th the dec i s i on-makers as i t does wi th our res i dent i a l d i v i s i on .

CAMPAIGN– COLOR VIBES

Month l y posts , th i rd week of month on a Wednesday .

GOAL • Connect and engage targeted aud i ences through the use of co l or and i nsp i rat i on . • Become an author i ty i n co l or t rends , i l l ust rat i ng how se l ected co l ors may t rans l ate wi th i n f l oor cover i ngs . OVERVIEW Des i gn team submi ts a Co l or Pa l et te to represent our exper t i se i n the wor l d of co l or and i ts usage . Co l or Pa l et te wi l l be d i sp l ayed i n mi n ima l i st c i rc l es and Cour i stan poms . Co l or Pa l et te wi l l be submi t ted by des i gn team wi th a spec i f i c Co l or Pa l et te name wi th suppor t i ng verb i age . Exampl e Waimea Water (Does your brand have an assoc iat ion wi th mar ine or technology? Blue tones are t radi t ional l y re lated to these indust r i es and make great combinat ions when appl i ed wi th cont rast ing hues . ) Co l or Pa l et te wi l l v i sua l l y be suppor ted by organ i c/mater i a l photography, as we l l as a stor yboard featur i ng re l ated i tems to the Co l or Pa l et te ; samp l es , st r i ke-of fs , fabr i cs , wa l l paper, organ i c/mater i a l e l ements are organ i zed i n a re l ated manner aga i nst a l i ght grey or wh i te background for cont rast and subt l e shadowi ng . I tems wi l l be shot as 3d render i ngs . Post wi l l feature a four -card concept runn i ng ver t i ca l l y, open i ng card wi l l be an an imated v i deo . Text wi l l be s imp l e and l i ght and wi l l on l y i nc l ude Co l or Pa l et te name , submi t ted verb i age and i nd i v i dua l co l or names .

SEE EXAMPLES ON PAGES 7-10

COLOR VIBES

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couristan By Virtue…. Sustainable pieces are constructed from found objects such as wood, metal, textiles and glass, colors are subtle, yet sunny, bringing a sense of Earth’s Goodness to your interior spaces. #axminstercarpet #hotelcarpet #hotels #woolcarpets #commercialcarpets #spaces #hospitalitydesign #custom #colorvives #color #designexperts #colorexperts #couristan

COLOR VIBES

BY VIRTUE

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COLOR VIBES

BY VIRTUE

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1 PE005 5 PE010

2 PE006 6 PE011

3 PE007 7 PE012

4 PE009 8 PE016

CAMPAIGN– CL IENT COLLABORATION 6.

Posted ever y three weeks on a Wednesday, f i l l er posts wi l l fo l l ow.

GOAL • St rengthen re l at i onsh i ps wi th ex i st i ng i nd i v i dua l c l i ents and the i r f i rms . • Increase v i s i b i l i ty of the Cour i stan des i gn team. • Deepen work i ng re l at i onsh i ps between c l i ents and our des i gn team.

OVERVIEW (THANKS KRISTY AND CHARLES) Each account execut i ve i n i t i a l l y se l ects 2 of the i r c l i ents to be featured i n the campa i gn . So , the pro j ect can l aunch wi th a tota l of 12 featured des i gners . The c l i ent i s requested to prov i de a photograph or sketch that they have taken/created as i nsp i rat i on for co l or and carpet des i gn . The c l i ent i s connected wi th a Cour i stan des i gner to re- imag i ne the i r submi t ta l i nto carpet ( th i s can be an ex i st i ng arch i ved des i gn or i f t ime a l l ows – our des i gner can create des i gns) . Ask Cour i stan des i gner to submi t 3-5 des i gns that re l ate i n co l or and des i gn to the i nsp i rat i on image prov i ded by the c l i ent . Posts wi l l feature a ma i n card and 3-4 add i t i ona l cards . Essent i a l l y each ‘des i gn stor y ’ wi l l become i ts own capsu l e co l l ect i on . The stor y wi l l feature the des i gn c l i ent and our des i gner and a shor t b l urb about the image and des i gn . Ver y v i sua l – not wordy. Si nce we wi l l have mu l t i p l e des i gns for each stor y, we can have an i n i t i a l post wi th an i nt roduct i on/des i gn and then fo l l ow up ever y few days wi th add i t i ona l des i gns created for the co l l ect i on .

SEE EXAMPLES ON PAGES 11-14

CL IENT COLLABORATION

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CLIENT COLLABORATION

couristan This collaboration between client and designer takes inspirational shoreline photographs and translates them into a series of designs that take a naturalistic approach, while captivating the inner solace between the ocean and an individual’s perspective. #color #clientcollaberation #designexperts #colorexperts #couristan #re-imagine

DESIGN STORIES

CL IENT COLLABORATION

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CL IENT COLLABORATION

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CL IENT COLLABORATION

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#RE- IMAGINE

CAMPAIGN– OUR FABS

Fi l l er posts , number of posts may var y per month , posts wi l l be featured dur i ng the second and four th Thursdays of each month

GOAL • St rengthen re l at i onsh i ps wi th ex i st i ng i nd i v i dua l c l i ents and the i r f i rms . • Increase v i s i b i l i ty of the Cour i stan des i gn team. • Hi gh l i ght ex i st i ng pro j ects cur rent l y i nsta l l ed through the use of account execut i ve ’s own photography. OVERVIEW In i t i a l l y, each account execut i ve wi l l se l ect 2-3 of the i r favor i te pro j ects to be featured i n th i s campa i gn . Us i ng a th i rd-par ty vo i ce (Cour i stan vo i ce) the account execut i ve wi l l prov i de a ' Fun Fact ' about the pro j ect . The post wi l l be one ma i n card and three add i t i ona l suppor t i ng cards . In add i t i on , account execut i ves wi l l prov i de Proper ty Name and Fi rm Name . The campa i gn wi l l re l y on v i sua l s wi th a focus on the ‘ Fun Fact ’ copy prov i ded by the account execut i ve . Copy must be l i ght , a qu i ck sn i ppet that i s easy to read . The fact cou l d be about co l or, des i gn , f r i endsh i ps created dur i ng the pro j ect , i nsp i rat i ons…

SEE EXAMPLES ON PAGES 16-18

OUR FABS

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OUR FABS COURISTAN

couristan The Property: Hard Rock Hotel & Casino Sioux City - This award-winning desti- nation offers more than 850 slots and 26 table games, while property’s hotel has received a AAA Four Diamond rating, which only five per- cent of more than 28,000 properties approved by AAA achieve. The Players: Kelly Kiviranna, Lead Designer, Interior Works, Fort Lee, NJ Fun Fact: The carpet in the Hard Rock Sioux City promenade is the sound wave from Guns N’ Roses’ song “Welcome to the Jungle.” #axminstercarpet #hotelcarpet #hotels #woolcarpets #commercialcarpets #spaces #hospitalitydesign

OUR FABS

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FUN FACT:

The carpet in the Hard Rock Sioux City promenade is the sound wave from Guns N’ Roses’ song “Welcome to the Jungle.”

Couristan Design Team

OUR FABS

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6. CAMPAIGN– VIRTUAL SHOW STOPPERS

Posted one and a ha l f months and two weeks pr i or to the BDNY and HD shows . Cont i nued as a v i r tua l presentat i on for our account execut i ves .

GOAL • St rengthen re l at i onsh i ps wi th ex i st i ng i nd i v i dua l c l i ents and the i r f i rms . • Increase v i s i b i l i ty and at tendance at HD and BDNY. • Inv i tat i on dr i ven ; presentat i on dr i ven .

OVERVIEW Par t soc i a l med i a , par t ema i l market i ng , par t presentat i on , th i s campa i gn wi l l ser ve as our i nv i tat i on to HD Expo and BDNY. A v i r tua l 360 tour of our 20 x 40 booth . The 3d render i ng wi l l prov i de an i nd i v i dua l 360 v i r tua l tour of our booth and prov i de perspect i ves of hotspots (carpets) as they g l impse through the theme of our booth presentat i on . The hotspots wi l l prov i de product deta i l s wi th specs of each des i gn d i sp l ayed i n our booth . Al l imager y wi l l be l i nked to our Cour i stan Cont ract /Hosp i ta l i ty webs i te . In between i nv i tat i on posts , we wi l l i ssue one card “Qu i ck Sneaks” post i ngs of each des i gn to be d i sp l ayed wi th sma l l sn i ppets about the des i gn . Remi nders of “Ca l l to Act i on” and to v i s i t our booth dur i ng the show wi l l be added . These wi l l ser ve as teasers . We wi l l d i ve deeper i nto the v i r tua l tour presentat i on by present i ng the user wi th a “Ca l l to Act i on” that can on l y be accomp l i shed by v i s i t i ng our booth . The “Ca l l to Act i on” cou l d be an auct i on of one of the carpets d i sp l ayed , the chance to wi n a custom rug f rom our res i dent i a l d i v i s i on of the i r choos i ng or one of our stocked rugs . Add i t i ona l l y, a l i nk wi l l be prov i ded to our account execut i ves so that they may use these 360 v i r tua l tours as par t of the i r da i l y presentat i ons and cou l d be used for v i deo conferences .

SEE EXAMPLE ON NEXT PAGE

VIRTUAL SHOW STOPPERS

CAMPAIGN– INSPIRE TO ASPIRE

Co l l ect i on and /or des i gn l aunches . Once a month d i ctated by ava i l ab i l i ty and other ma j or campa i gn posts .

GOAL • Launch co l l ect i ons and /or des i gns i n a proper manner. • Increase v i s i b i l i ty, prov i de f resh content , des i gn exper t i se and co l or ser vants nar rat i ves . • Presentat i on dr i ven ; convers i on dr i ven . OVERVIEW Adapt res i dent i a l d i v i s i ons ’ product l aunch ph i l osophy ; imager y suppor ted by qu i ck facts and a l er ts . These posts wi l l concent rate on i ncreas i ng the v i s i b i l i ty of our des i gn and co l or exper t i se wh i l e present i ng messages of f resh new l ooks and i nsp i rat i ons . Posts wi l l cons i st of ma i n card (ar twork wi l l be d i sp l ayed i n a hor i zonta l manner ) and wi l l cons i st of the f ront cover of the co l l ect i on’s f l i pbook . Severa l cards wi l l be added showcas i ng i nd i v i dua l des i gns to represent the co l l ect i on . An ema i l b l ast to suppor t our soc i a l med i a posts and fur ther suppor t the co l l ect i on’s l aunch wi l l co i nc i de .

SEE EXAMPLES ON PAGES 22-26

INSPIRE TO ASPIRE

FLUIDITY A CONTINUOUS MOTION FREELY PASSING TO ASSUME THE SHAPE

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couristan Fusion by Couristan…Evoking the ultimate in structure and movement. This so- phisticated set of works captures an effortless rhythm by use of repetitive elements. The illusion of motion and fluidity colliding with the structures shift and morph captivating the imagination. See the look today: https://cld.bz/4zeUmyu #axminstercarpet #hotelcarpet #hotels #woolcarpets #commercialcarpets #spaces #hospitalitydesign #custom #couristan

FUSION

BY COURISTAN

INSPIRE TO ASPIRE

1-143163

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INSPIRE TO ASPIRE

1-143430

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INSPIRE TO ASPIRE

1-143418

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INSPIRE TO ASPIRE

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FUSION

BY COURISTAN

CAMPAIGN– ONE EARTH 6.

A campa i gn dr i ven on susta i nab i l i ty and soc i a l core va l ue messages .

GOAL • Brand awareness , va l ues awareness announcements . • Increase v i s i b i l i ty, make connect i on on a persona l l eve l of target aud i ences . • Brand awareness , va l ues awareness announcements .

OVERVIEW Th i s campa i gn i s pure l y dr i ven on the core va l ues of Cour i stan and how they re l ate to our target aud i ences our commun i t i es and the Ear th . These va l ues may go outs i de our va l ues wi th i n the i ndust r y such as susta i nab i l i ty and eco l og i ca l l y -awareness . The campa i gn can dea l wi th soc i a l i ssues and can encompass , Love , L i ve , Un i ty, Compass i on , Pass i on . Core messages and proof po i nts that def i ne Cour i stan ’s purpose and d i f ferent i at i on . Un l ess compan i es can of fer far super i or products or far l ower pr i ces than the compet i t i on , i t ’s hard to stand out i n the crowded marketp l ace . Success can on l y be dr i ven by who makes the greatest emot i ona l connect i ons . Th i s campa i gn i s dr i ven on the conductor of who we are and how our c l i ents re l ate to the va l ues of Cour i stan.

SEE EXAMPLE ON PAGES 28-29

ONE EARTH

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couristan At Couristan, we pride ourselves on being as environmentally-friendly as we can possibly be. We consider ourselves to be ecologically-aware and are happy to be taking even more steps to ensuring greener future. Therefore we are committed to the effective and efficient us of all natural resources. We conserve non-renewable resources and en- courage the re-use and recycling of materials. #oneearth #sustainability

#woolcapret #greenliving #environmentallyfriendly

#recycling #couristan

ONE EARTH

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couristan “It matters not who you love, where you love, why you love, when you love or how you love, it matters only that you love.” John Lennon Couristan proudly celebrates and supports diverse communities in our world. #lovefreedomequality #love

#freedom #equality #diversity #lovewins #pride #couristan

Extensive Design Archive | Stocked Product Assortment couristan.com | 800.223.6186 Axminster • ColourOptics Injection Print • Machine-Tufted • Hand-Tufted Rugs

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