More than Just Lines on a Map: Best Practices for U.S Bike Routes
Beyond Marketing Group's Capabilities Deck
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2. AGENCY OVERVIEW
BEYOND MARKETING GROUP, LLC. is a FULL SERVICE, ALTERNATIVE MARKETING AGENCY
focused on CONNECTING BRANDS with CONSUMER AUDIENCE PASSIONS across multiple
verticals including MUSIC, ART, AUTOMOTIVE, FILM, SPORTS, TECHNOLOGY, GAMING &
LIFESTYLE.
Effectively engaging consumers online and off, the agency’s staff of experienced industry
insiders identify and appeal to the emotional drivers of client target demographics, specifically
concentrating on GEN X and MILLENIAL connections.
Since inception in 2003, BEYOND has produced hundreds of unique INTEGRATED MARKETING
INITIATIVES for Fortune 500 clients including SCION, LEXUS, TOYOTA, and HARLEY DAVIDSON.
BEYOND executives maintain an expert understanding of competitive landscapes,
keep in tune with the changing needs of their clients and target markets, and utilize the latest
technologies to consistently create new trends and define NEXT GENERATION MARKETING.
YOUR TURNKEY SOLUTION FOR CREATIVE
AND INTEGRATED BRAND EXPERIENCES.
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3. INTEGRATED MARKETING CAPABILITIES
BRAND STRATEGY
Consultation, planning, and message development
TALENT SCOUTING AND MANAGEMENT
Identifying, booking, and managing talent
EVENTS
Booking, advertising & marketing, and production of festivals, tours, tradeshows,
networking and corporate events on a national scale
SOCIAL MEDIA
Engagement strategy creation and implementation, ongoing management of official social,
microblog and multimedia streaming profiles, asset management, quantitative data
analysis, Social CRM database management, best practices and legal consulting,
customer service, verbatim tracking, reputation management
CREATIVE
Print, email, web, interactive and multi-media collateral, logo and brand identity creation,
merchandise design and production, branded content creation
PUBLIC RELATIONS
Media outreach and relations, traditional and social press release creation, press kit and
corporate communications development
CONTESTS & SWEEPSTAKES
Traditional, social media, and user generated content, ideation, marketing and
promotions, rules, regulations and official document creation, state and federal regulation
compliance, judging, administration, prize fulfillment
INFLUENCER MARKETING
Identifying endemic thought-leaders, building mutually beneficial, long-term relationships,
product and information seeding
DISPLAY AND RETAIL Fine-tune proven strengths to meet unique client objectives, needs and budget
Point of purchase, point of sale, tradeshow, and retail experiences, online advertising restraints, as well as teach target psycho and demographics
integrations
MOBILE & LOCATION-BASED
Trans-platform branded multimedia and location-based apps, proprietary mobile lead
generation and management systems
MARKETING/ROI ANALYSIS
Social data tracking and analysis, quantitative and qualitative analysis & reporting
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4. INTEGRATED MARKETING SUPPORT
INTEGRATED MARKETING
A management concept that is designed to make all aspects of marketing communication such as
advertising, sales promotion, public relations, social media and direct marketing work together as a
unified force, rather than permitting each to work in isolation.
Execute for all initiatives
• Creative direction and promotional collateral production (i.e. campaign identities,
logos, flyer art, video trailers, live video productions, etc.)
• Social media content creation
• Traditional and social media public relations
• Social media marketing and advertising
• Influencer outreach, relations, servicing and seeding
• Social CRM database management, email marketing and lead generation
• Marketing data analysis and reporting
• Limited edition project-based merchandise
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5. HOW WE WORK
0
Internally Produced Albums 24/7 Multi-Channel • Free Recording Time
• Sessions • EP’s Steaming Radio • Live Streaming
• Festival • Remixes • Online • In Studio Visits
Sponsorships • Collabs • Mobile • Tutorials
• Pre-existing tours • Label partnerships • Tablet
Music Videos • Social Widget
Visuals/Lighting
Video Segments
• Bio’s
• Tour Recaps
• Genre Retrospectives
• In-Studios
TARGET DEMOGRAPHIC
• Appeal to 16 to 34 year olds in urban and suburban markets
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6. SCION A/V LABEL + SCION RADIO 17
SCION A/V STRATEGIC OVERVIEW
As part of Scion’s overall strategy to appeal to a young, forward-thinking audience, Beyond has launched
successful initiatives centered around the brand’s goal of supporting independent artistic expression.
Staple ongoing music programs are the SCION AUDIO VISUAL record label and SCION RADIO 17- a multi-
genre online and mobile radio station.
SCION AV DELIVERABLES
• Produce branded albums, music videos, and video
interviews with independent artists, record labels,
and directors
• Over 30 compilations + 50 music videos to
date
• 1,000+ branded online video content pieces
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7. SCION A/V LABEL
QUALITATIVE + QUANTITATIVE RESULTS
• Facilitate partnerships with broadcast channels and
music services including Adult Swim, MTV, Current
TV, Fuse, Music Choice & more
• Generate press coverage in targeted niche art,
music, lifestyle and business trade publications and
websites
• Billboard, Rolling Stone, New York Times, Ad
Age + more
• Garner airplay and marketing support by servicing
records to radio & tastemaker DJs worldwide
• BBC Radio, Sirius XM, and more
• Secure music reviews in leading industry publications
• Pitchfork, StereoGum, Brooklyn Vegan, DJ Mag
etc.
• Secure profile “features” to generate streams on
social media, music & video streaming sites
• 5 MM+ combined streams to date
• 1 billion+ brand impressions since launch in 2006
• Generate and distribute revenue from releases
directly to independent musicians and record label
partners
• $200,000+ royalties to date
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8. SCION RADIO 17
SCION RADIO 17 STRATEGIC OVERVIEW
Create and manage first ever corporate-produced
online radio station featuring 17 channels of
streaming radio hosted by top DJs, indie label
owners, and music industry personalities.
Genres include:
• Alternative Country & Rockabilly
• Reggae
• Heavy Metal
• Dubstep
• Garage Rock
• House
• Hip Hop
Hosts include:
• Vice Records, Roy Davis Jr., 45
King, The Rub, Scott Kelly
(Neurosis), Smog Records, Skeet
Skeet, Trouble and Bass, and more
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9. SCION RADIO 17
SCION RADIO 17 DELIVERABLES
• Contract service provider
• Obtain performance rights & SoundXchange
licenses
• Manage design, development, distribution and
marketing of first of its kind Scion A/V Radio App
for iOS system
• Procure, record and manage delivery of audio
sets and exclusive interviews
• Track songs played, report and pay out
necessary royalties
• Integrated marketing, advertising, promotions
including curated Scion Radio 17 host EP’s
• A & R and Programming direction
• Station performance tracking
• Nationwide, monthly events event series
supporting the program Negotiate inclusion of
channels in the iTunes radio directory
• PR (traditional and social media)
• Client reporting
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10. SCION RADIO 17
QUALITATIVE + QUANTITATIVE RESULTS
• 500,000+ total listening hours
• Average of 200,000+ unique listeners
per month (an average of over 6,000
unique listeners per day)
• Reached #22 on iTunes store “Top Free
Music Apps”
• Over 300 video interview segments
Scion A/V Radio Player App featured in iTunes Store “What’s Hot” Section
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11. SCION MUSIC(LESS) MUSIC CONFERENCE
“I liked identifying what everyone is
talking about and noticing the
recurring themes that came up
throughout all panels. It helps to
identify what's wrong and to come up
with ways to fix it, at least inside of our
thing. Also, the panels were really
relevant in general. Beyond did a
great job with this.”
Luke Muldernik
Dim Mak Records
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12. SCION MUSIC(LESS) MUSIC CONFERENCE
STRATEGIC OVERVIEW
Beyond produces the annual SCION MUSIC(LESS) MUSIC CONFERENCE, a unique gathering of bright
minds from the music, media and journalism industries. The conference agenda includes:
• Panel discussions
• One-on-one presentations and interviews
• Trade-centric “Business Pitches” by industry innovators
Attendees: • Marketers
• Writers • Artist managers
• Musicians • Promoters
• Journalists • Agents
• Label owners
DELIVERABLES
• Source and contract venue “… [I got] many new
• Book participants contacts and the feeling that
• Manage invitation outreach and Scion is really behind this
attendee list "lifestyle branding"
• Manage creative direction including program identity in a good way.”
and collateral
• Coordinate/book all travel Ko Melina
• Video production, editing, and distribution The Dirtbombs
• Marketing + public relations efforts
• Resonance and online buzz metrics tracking
• Participant survey collection and consulting
• Client reporting
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13. SCION MUSIC(LESS) MUSIC CONFERENCE
QUALITATIVE & QUANTITATVIE RESULTS
• Firsthand advice from top professionals regarding a
number of issues
• Advantages and pitfalls of the music, media and
journalism industries
• Strategies for navigating artistic promotion using
evolving technologies
• Entertainment business management
• Accounting
• Touring
• Legal aspects of the entertainment business
• 100,000+ video views online and via third-party
broadcast license deals
• Press coverage and reposting of conference videos
on key technology, music, business, marketing, and
advertising trade publications and websites
• Significant viral resonance via featured participants’
and industry figure social media reposts
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14. SCION SOCIAL MEDIA
STRATEGIC OVERVIEW
Create and maintain an expansive evolving social media platform covering the numerous facets of the
Scion brand with the goal of:
• Continually engaging with fans and fueling intelligent conversation
• Building relationships with industry thought leaders
• Providing fans and influencers a steady stream of content and relevant information
DELIVERABLES
• Create profiles, upload content, and create • Customer service - Respond to fan inquires in
overall brand overall social media strategy timely and appropriate manner
• Develop and implement brand-approved • Reputation management - Monitor pages and
audience building strategy address comments as necessary
• Advise on and adhere to industry and brand • Social media sweepstakes - Administer multiple
best practices and legal aspects of social simultaneous campaigns
media marketing • Create social media press releases and execute
full-scale social media public relations campaign
• Maintain ongoing content schedule and • Scout industry thought-leaders/influencers and
continually engage audience seed info, products, etc. on ongoing basis
• Inform audiences about events, releases, • Qualitative and quantitative data analysis and
product launches, etc. reporting
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15. SCION SOCIAL MEDIA
Scion Facebook Page Growth
Since Creation - Lifestyle
QUALITATIVE & QUANTITATIVE RESULTS 7000
6500
6000
Scion Art
5500 Scion Garage
• Built organic following via influencer outreach and 5000
Scion A/V
Scion Metal
strategic marketing partnerships as opposed to hefty
4500
4000
media buys
3500
3000
2500
2000
• 150,000+ connections, fans, followers and subscribers 1500
1000
in approximately 1 year 500
0
• 100,000+ comments and interactions generated
Scion Facebook Page Growth
Since Creation - Product
• 4 million+ total combined audio and video streams 30000
27500
25000 Scio
• Over 80% of audience are16 to 30 year-old males from 22500 Scio
the United States, the brand’s target demographic
20000 Scio
Offi
17500
15000
• Created Scion Influencer Network of 500+ 12500
influencers/thought leaders in music, automotive, art
10000
7500
and lifestyle verticals 5000
2500
0
• 30,000+ total social media sweepstakes entries to date
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16. SCION SOCIAL MEDIA
AUTOMOTIVE: Official Scion and Scion Racing Facebook & Twitter profiles
MUSIC: Scion Audio Visual
• Genre-specific Scion Music Facebook & Twitter profiles
• Label profiles on multiple music & video streaming sites
• YouTube, Vimeo, Last.fm & more
ART: Scion Art
• Facebook, Twitter
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18. SCION RACING
Beyond currently manages 8 racing teams for the Scion brand, running in several premier
North American race series
Race genres include Time Attack, Drift, Drag, and Rally.
Team Car Driver Series
RS*R 2010 tC Ken Gushi Formula Drift
Need For Speed 2011 tC Fredric Aasbo Formula Drift
Michele Abbate, Ariel
Crawford Racing 2011 tC (2) NASA Time Attack
Crawford
GReddy Racing 2011 tC Takashi Aizawa Redline Time Attack
DG-Spec 2010 tC Dan Gardner NASA WERC
Sparco Rally xD 2010 xD Andrew Comrie-Picard Rally America
Kelley Racing 2010 xB Scott Kelley NHRA, IDRC
WORLD Racing 2011 tC, 2010 tC Christian Rado NASA, GTA, NHRA
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19. SCION RACING
2011 RACE HIGHLIGHTS
• 3rd Place – Formula Drift Round 5 – Seattle, WA –
Team Need For Speed, Fredric Aasbo
• Track Record (FWD Unlimited Class) – Buttonwillow
Raceway – WORLD Racing, Chris Rado
• 1st Place – NASA Time Trials – Buttonwillow Raceway –
Crawford Performance, Michele Abbate
• 1st Place (All Motor Class) – IDRC Finals – Fontana, CA
– Kelley Racing, Scott Kelley
• Track Record (FWD) – New Jersey Motorsports Park –
WORLD Racing, Chris Rado
• 1st Place (E1 Class) – Western Endurance Racing
Championship – Buttonwillow Raceway – DG-Spec,
Dan Gardner
• 1st Place – Redline Time Attack (FWD Street Class) –
Auto Club Speedway – GReddy Racing, Takeshi
Aizawa
• 1st Place (2WD Class) – Rally America, Oregon Trail
Rally – Sparco Rally xD, Andrew Comrie-Picard
• 1st Place (All Motor Class) – IDRC Nationals, Auto Club
Speedway – Kelley Racing, Scott Kelley
• 1st Place (E1 Class) – Western Endurance Racing
Championship – Buttonwillow Raceway – DG-Spec,
Dan Gardner
• 1st Place – Formula Drift, Qatar Global Challenge –
Papadakis Racing, Tanner Foust
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21. SCION ART
INSTALLATION L.A. STRATEGIC OVERVIEW
Since 2005, Beyond has operated Scion Installation LA as a full-time, not-for-profit gallery
and installation space, showcasing established and emerging contemporary artists in Los Angeles’s
thriving art scene. Located in Culver City, Installation LA was on of the first permanent galleries in a
community that has since become one of THE global contemporary art destinations, a
burgeoning scene with some 40+ galleries operating.
INSTALATION ART TOUR
STRATEGIC OVERVIEW
The Scion Installation Art Tour Series is a revolutionary
nationwide art tour affirming Scion’s ongoing commitment
To support independent artistic expression. The tour, now
in its 7th year, features a diverse array of artists from
around the world in a variety of media, including painting,
photography, collage, sculpture and video art. By opening
each tour stop with a media event for local art aficionados, lifestyle press, and other urban tastemakers,
Beyond has been able to secure a variety of press coverage and social media buzz to extend the reach of each
year’s tour campaign.
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22. SCION ART
DELIVERABLES
• Strategy and Concept
• Scout and Contract Venue
• Curation & Artist Relationship Management:
Contract artists/collectives to show monthly,
maintain artist relationships to ensure authentic
connection
• Gallery Staffing
• Business Management: Obtain business
license, retail and city permits, pay city taxes, etc.
• Design: All collateral - flyers/evites, catalogs,
posters, postcard packs, title wall, banner ads,
print ads, etc.
• Event Production: Manage all aspects of
monthly gallery “Opening” events
• Integrated Gallery Marketing and Public
Relations
• Content Creation & Distribution: Professionally
shoot artwork and interviews with artists, distribute
all content via social media, broadcast, editorial
features, etc.
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23. SCION ART
DELIVERABLES (continued…)
• Artwork Licensing
• Art Buyer Relationship Management
• Maintain Influencer Relationships
• Guest List/CRM Management
• Gift-bag fulfillment
• Sweepstakes initiatives
• Artist Travel/Logistics
• Show Installation & De-Installation
23
24. SCION ART
QUANTITATIVE AND QUALITATIVE RESULTS
• 10MM + online impressions per • 10K+ opt in mailing list from the tour
show stops
• 100+ worldwide artist participants • Significant following built in second
• Continued press coverage – local, and third-tier markets nation-wide
national, online, broadcast television (Wichita, Minneapolis, Austin, and
• 50K+ online views on artist interviews more)
conducted at the gallery • 600 to 1K avg. attendees for opening
(vimeo.com/scionart) night events ( x 49 opening nights)
• Over $220,000 has been raised from • Growing list of collectors and buyers
art sales for art related non-profits / for art
charities • 8K+ opt in mailing list
• Brand association with a successful • 6K+ fans on Scion Art Facebook
and authentic long-running initiative
that supports artists and their work
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26. HARLEY-DAVIDSON EVENTS
GOLDEN HORSE SALOON STRATEGIC OVERVIEW
Showcase the brand’s relevance to a younger, skeptical and rebellious
psychographic in order to integrate H-D into their lifestyles by contributing in a
credible manner.
• Create “mobile dive bar” as a sanctuary for the festival-goers at HD-sponsored
events
DELIVERABLES SALOON STOPS
• Strategy & concept • SXSW
• Design & construction • Rock On The Range
• Logistics/Routing • Out Door MX
• Talent & staffing • Ink & Iron
• Maintenance & storage • Detour
• Promoter negotiations • Mayhem Tour
• Event permits
• Sponsorship acquisition
• Visuals - signage & video
• Influencer test rides (bands, artists,
bloggers, general public)
• Social media content production and
marketing
• Sweepstakes execution
• VIP after party hosting
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27. HARLEY-DAVIDSON SALOON
QUALITATIVE & QUANTITATVIE RESULTS
• 30,000+ dealer leads in one year
• 50,000,000+ media impressions
• Key relationships built with hard-to-reach, vocal influencers
• Widespread brand acceptance with attendees and peers
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28. HARLEY-DAVIDSON “ART OF REBELLION”
STRATEGIC OVERVIEW
Credibly reach an audience of young artists by establishing the Iron
883 bike as a blank canvas for world-renowned artists.
• “Art of Rebellion” Gallery Showing in Los Angeles, CA
DELIVERABLES
• Development of concept and • Artist relations
strategy • Art buyer/collector outreach
• Curation of included artists and • Database/customer relationship
pieces management (CRM)
• Creative Direction - Program • Licensing procurement for included art
identity, collateral works
• Event Production – All aspects • Management of travel & logistics
including venue contracting,
installation and de-installation, • Hiring and management of gallery staff
vendor contracting & payment, etc. • Facilitation of artwork purchases
• Management of pre and post-event • Management of gallery business affairs
marketing and public relations including, business license, permits, city
efforts taxes, etc.
• Production and distribution of tour-
based social media content
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29. HARLEY-DAVIDSON “ART OF REBELLION”
QUALITATIVE + QUANTITATIVE
RESULTS
• 10MM+ online and print
impressions per show
• 250 VIPs per show: press, art and
endemic motorcycle industry
influencers
• 1,500 avg. public opening
attendees
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30. LEAD GENERATION MANAGEMENT
PROPRIETARY ON-SITE LEAD
GENERATION MANAGEMENT
As part of our continued effort to link event attendees to
online brand offerings marketing, Beyond has introduced
a proprietary mobile lead generation system for the iPad,
enabling clients to:
• Collect leads on-site at events via iPad
• Gain “opt-in” access to consumers
• Sign up for Sweepstakes
• Facebook Likes + Twitter Followers
• Crowd-sourcing + Consumer interest polling
• Digital Will Call (browser-based real-time lead
review)
• Integrate with Mail Chimp for endless auto-
responder and list management features
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