Proposal deck for a music-based, social media viral campaign prepared for the Summer 2010 relaunch of North Star clothing in Canada.

1. PROPOSAL FOR THE
NORTH STAR – Since 1977 mixtape
Prepared by Ian Steaman

2. The re-launch of the North Star brand brings an
icon of Canadian culture & sportswear back to
the marketplace.

3. “The inspiration this season was summer
camp. It’s an ode to our memories of
campfires, summer hijinx, camp misfits,
and the Canadian athletic spirit.”- Adrian
Aitcheson, North Star Co-Owner

4. “North Star always took me back to my childhood. It was THE brand in school. We
have such fond memories of the sneakers, so we wanted to make sure this iconic
brand wasn’t forgotten about. We want to create the same experiences for this
generation – it’s a part of our Canadian heritage.” – Pablo Mozo, North Star Co-
Owner

5. THE PROPOSITION:
The NORTH STAR – Since 1977 mixtape
A 60 minute genre-bending mash-up of classic Canadian music from all genres –
pop, rock, punk, new wave, dance music, hip hop and R&B – spanning from 1977
and the founding of the North Star brand to the present-day and its re-launch, all
mixed expertly by a top Canadian DJ!
This one-of-a-kind DJ mix will not only be a musical souvenir piece for North Star
customers but also a unique brand reinforcement tool that represents and speaks
directly to North Star’s dual Canadian and vintage heritage.

6. SAMPLE ARTISTS FOR THE
NORTH STAR – SINCE 1977 MIXTAPE
• Rush
• Neil Young
• April Wine
• Triumph
• Bryan Adams
• Bachman Turner Overdrive
• Corey Hart
• Tom Cochran
• Honeymoon Suite
• Glass Tiger
• Loverboy
• Barenaked Ladies
• Cowboy Junkies
• Blue Rodeo
• Leonard Cohen
• Tragically Hip
• Martha + the Muffins
• Maestro Fresh Wes
• Dream Warriors
• Michie Mee
• Platinum Blond
• Teenage Head
• Men Without Hats
And many other classic Canadian artists….

7. WHO WILL PRODUCE THE
NORTH STAR – SINCE 1977
MIXTAPE?
We have three promising
options….

8. DJ ILLO & JR. FLO OF THE EH! TEAM DJS
The Eh! Team DJs are known for
bringing a uniquely Canadian approach
to their party-rocking DJ sets. The team
partners - Team Canada DJs - used to
be signed to the late DJ AM’s booking
Agency (Deckstar) and were
handpicked by him for their vibe.
Known for their rock/pop/hip hop
mashup DJ sets, these guys have rock
remixes and mashups for days and
could be perfect for this project.
ONLINE:
www.theehteamdjs.blogspot.com

9. DJ STARTING FROM SCRATCH
Canada's foremost urban club and radio DJ can be heard twice daily on Toronto's FLOW 93.5
FM during the evening and throughout the country at his weekly club & concert engagements.
Besides being FLOW's franchise mix show DJ, he has been pleasing club crowds across the
country and around the world for about 15 years and has toured with Usher as his band DJ.
Scratch is also known for his eclectic DJ sets and other non-urban style performance such as
the Scratch, Skratch, Scratch! party.
ONLINE: DJ Starting from Scratch podcasts

10. YOUR BOY BRIAN
Brian Kim, known professionally as
Your Boy Brian, is a totally open-format
DJ, spinning all styles of music, who
has DJ’d for such Toronto downtown
scenesters as the THEM FINEST crew.
The following is a short roughly-mixed
demo DJ set showing just a sample of
his eclectic DJ spinning style:
MEGAUPLOAD LINK
For more info on Your Boy Brian….
ONLINE: YourBoyBrian.com

11. HOW WILL THE SINCE 1977
MIXTAPE BE USED?
DOWNLOAD:
• Viral branding tool – distributed to key
music, lifestyle, sneaker and streetwear
blogs and websites.
PHYSICAL CD:
• Value-added Gift-with-purchase tool at
select retail outlets or exclusive to Pop-
Up Shops.
• Bag insert at Gifting Suites.
• Giveaway at other launch events.
• Mail-out piece to Fashion Press, Retail
Buyers and other tastemakers.

12. ONLINE STRATEGIES:
The Since 1977 mixtape will be disseminated as a download link virally
via blogs and other relevant social networking platforms accompanied by
a short press release and links to key North Star online destinations
(website, Facebook, twitter, mobile fan clubs etc.).
• Blogs
• Facebook
• Twitter
• MySpace
Other Social Media Platforms as appropriate….

13. OFFLINE NON-TRADITIONAL
MARKETING APPLICATIONS:
Physical CD’s can be given away at targeted
boutique retail outlets carrying North Star as
a value-added, Gift-with-purchase or
exclusively at North Star Pop-Up Shops.

14. THE SINCE 1977
MIXTAPE CAMPAIGN
ROI:
1. SOCIAL MEDIA:
Build hits, views, comments, fans and
lengthen engagement with North Star
customers on key social media
platforms.
2. DRIVE SALES:
By using the mixtape as a premium sales
incentive for customers. It is not simply a
playlist - they cannot just replicate it by
downloading the songs online or buying
them via itunes. This is a unique musical
piece brought to them by North Star!
3. BRAND BUILDING:
Reinforce the core values of North Star
as a cool Canadian heritage brand by
creating a musical experience that
reflects these values propositions.

15. Questions or for more details…
Contact:
Ian Steaman
E – ian@steaman.com
T – 416.286.0679