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COTOPAXI PORTFOLIOCotopaxi intrigued me the moment I signed up for Questival, its 24-hour challenge-filledadventure race around Boulder. Diving into the company for this semester-long project furthersolidified my loyalty to this brand.The aspect I admire most about Cotopaxi is its dedication to embracing its main tagline,“Do Good.” With its stance as a benefit corporation, Cotopaxi fulfills its mission to “Do Good” bydonating 1% of its revenue to deserving nonprofits and charitable organizations around the world.In doing so, Cotopaxi has contributed to the protection of over 6,000 refugees in sub-SaharanAfrica from malaria with mosquito nets, the increase in average attendance children in schoolfrom 62% to 87%, and the planting of 322 trees with one year among other significant impactaround the world. This overwhelming evidence of corporate social responsibility has fueled mypassion and loyalty for Cotopaxi.My voice in my writing became more confident throughout the semester, with help fromboth this class and my experience as the intern for TURNER, a boutique PR agency serving traveland tourism brands. I felt that my clarity and succinctness greatly improved over the semester inthat it became more and more obvious how much I knew about and cared for the brand. As Ididn’t receive much constructive criticism from my peers, I did not make significant editsthroughout the peer-review process, but I did make sure my messaging was clear across theboard. This portfolio demonstrates my dedication to representing Cotopaxi, my new favoritebrand.

1TABLE OF CONTENTS1. Press Release .22. Fact Sheet .43. Pitch Letters .54. Social Media Content Calendar . .65. News Content Analysis and Audit .76. Social Media Audit .117. E-newsletter .15

2FOR IMMEDIATE RELEASE:COTOPAXI ANNOUNCES EPIC SWEEPSTAKES FORADVENTURE-SEEKING OUTDOOR ENTHUSIASTSSALT LAKE CITY, Utah (March 1, 2019) – This summer, 12 lucky winners will have a chance tobackpack through Ecuador’s stunning Cotopaxi National Park in an all-expenses-paid excursionhosted by Cotopaxi. From stargazing next to a volcano to hiking with llamas, the CotopaxiSummer Sweepstakes winners will experience an outdoor adventure like no other.The Sweepstakes Winners can focus on diving into a spectacular outdoor experience asCotopaxi covers all transportation, including first-class flights spacious charter buses. Cotopaxiwill also provide all National Park fees as well as three delicious meals a day using fresh,authentic ingredients native to Ecuador. The 12 Sweepstakes winners will even receiveCotopaxi’s 5-star Nepal 65L Backpack along with other Cotopaxi backpacking products including a camping mug , water bottle , and headlamp - that are sure to come in handy during theone-week exploration of Cotopaxi National Park. The adventure will be led by professionalbackpacking guides and is guaranteed to be an experience of a lifetime for any personregardless of skill level.From March 1 at 12:00 a.m. to April 1 at 11:59 p.m., Cotopaxi customers who order any productonline will be automatically entered into the epic Cotopaxi Summer Sweepstakes. As a certified Bcorporation, Cotopaxi gives 1% of its profits to combating poverty around the world. During thisperiod, however, Cotopaxi will give 10% of its profits to organizations dedicated to improving thehuman condition.The 12 Cotopaxi Summer Sweepstakes winners will be announced by Cotopaxi on April 2. Thebackpacking trip will take place from July 1 to July 8 with travel to Ecuador taking one day oneach end. Outdoor enthusiasts around the world are encouraged to apply. Visit Cotopaxi.com formore details.###

3About Cotopaxi:Cotopaxi provides high-quality outdoor gear for outdoor enthusiasts seeking adventure aroundthe world. Dedicated to alleviating poverty and supporting community development, Cotopaxi isa certified B corporation that gives 1% of its profits to those in need, such as the InternationalRescue Committee, Educate Girls, and Proximity Designs. From good design as seen in itsproducts made of recycled materials, to good stoke as seen in its 24-hour Questival AdventureRace, Cotopaxi embodies its creed, Do Good, in every aspect of the company. Learn more atcotopaxi.com . Follow Cotopaxi on Instagram, Facebook, and Twitter .Media ContactLeilani u

4COTOPAXI’S IMPACTS FACT SHEETDO GOODCotopaxi is proud to stand as a benefit corporation that gives 1% of its revenue to alleviatingpoverty. Here are our current grantees and their biggest milestones from the past year: Proximity Farmers: 254 annual income increase among irrigation production usersNothing But Nets: 6 ,004 protected refugees through sub-Saharan Africa from malariaEducate Girls: Increased the average attendance of children in schools from 62% to 87%Fundación Escuela Nueva: The percentage of students at the advanced level in thenational standardized tests (SABER) in mathematics increased by 29% InternationalRescue Committee: Served 47 youth from six refugee communitiesADVENTURE ONCotopaxi’s Questival is a 24-hour adventure race hosted in major cities throughout the U.S.,where teams of 2 to 6 complete challenges revolving around adventure & fitness, food,teamwork, and service. This service has led to: 1,703 mosquito nets provided to families living in refugee camps across sub-SaharanAfrica 322 trees planted 105,300 pieces of trash picked up at local parks and along beaches and hiking trails 855 boxes of gently used clothing donated Over 1,763 healthy, nonperishable food items donated to local homeless shelters

5PITCH LETTERS(Short Pitch) To : Dennis Lewon, Subject : Want to hike with llamas around a famous volcano – forfree?Hi Dennis,Next week, Cotopaxi will announce its anticipated Summer Sweepstakes!I wanted to get this information in your hands after reading your article on the best guidedtreks in America , as the 12 winners of the Summer Sweepstakes will win a seven-day guidedbackpacking trip through Cotopaxi National Park in Ecuador – all expenses paid! I think yourreaders would be interested in applying and getting the chance to experience one of the bestguided treks in South America.I’d love to get you the press release of the announcement and connect you with aCotopaxi spokesperson to learn more. Interested?Cheers,Leilani(Long Pitch) To : Dennis Lewon, Subject : Want to hike with llamas around a famous volcano – forfree?Hi Dennis,Next week, Cotopaxi will announce its anticipated Summer Sweepstakes! I wanted to getthis information in your hands after reading your article on the best guided treks in America , asthe 12 winners of the Summer Sweepstakes will win a seven-day guided backpacking trip throughCotopaxi National Park in Ecuador – all expenses paid!Cotopaxi will cover all transportation, including first-class flights, spacious charter buses,and will also provide all National Park fees as well as three delicious meals a day using fresh,authentic ingredients native to Ecuador. The 12 Sweepstakes winners will even receiveCotopaxi’s 5-star Nepal 75L Backpack along with other backpacking products that are sure tocome in handy during the one-week exploration of Cotopaxi National Park. The adventure will beled by professional backpacking guides that are guaranteed to provide safety as well as anindescribably fun experience.From March 1 at 12:00 a.m. to April 1 at 11:59 p.m., Cotopaxi customers who order anyproduct online will be automatically entered into the epic Cotopaxi Summer Sweepstakes, andthe 12 winners will be announced by Cotopaxi on April 2. The backpacking trip will take placefrom July 1 to July 8 with travel to Ecuador taking one day on each end.I think your readers would be interested in applying and getting the chance to experience one ofthe best guided treks in South America. I’d love to connect you with a Cotopaxi spokesperson tolearn more – interested?Cheers,Leilani

6SOCIAL MEDIA CONTENT CALENDAR

7NEWS CONTENT ANALYSIS AND AUDITOverviewCotopaxi was founded just five years ago. As a relatively new brand, press coverage is light butgrowing. The current coverage exists primarily in digital publications and magazines specializing in theoutdoors. Coverage has gradually increased as the brand has gained more attention and awareness overthe past several years. Most of the coverage focuses on the products the company offers, the corporateresponsibility initiatives the company enforces, or a combination of both.TablePublicationAuthorDateToneOutlet typeHeadlineGraphic/photoClient quoteOutside ur Favorite RecycledGearYes(product)No ineApplying leadershiplessons from presidents tothe outdoor industryYes (CEO)Direct quote,Davis Smith(CEO)The ManualRoss Collicutt4/25/18PositiveDigitalMagazineCotopaxi Introduces NewMen’s ActivewearCollection in the SignatureBright ColorsYes(product)Cotopaxi, nodirect quoteBusiness InsiderConnie Chen1/29/19PositiveDigitalMagazine25 cool online startups youmight not have noticed arenow at NordstromYes(product)Cotopaxi, nodirect quoteDeseret NewsBoydMatheson12/18/18PositivePodcastCan capitalism make apositive difference? Aconversation with Cotopaxifounder Davis SmithYes (CEO)Direct quotes,Davis Smith(CEO)Deseret NewsArt Raymond3/23/18PositiveDigitalNewspaperUtah’s Cotopaxi doinggood business by doinggoodYes (CEO)Direct quotes,Davis Smith(CEO)WiredAdrienne So2/23/18NeutralDigitalMagazineReview: Cotopaxi Allpa35L Travel PackYes(product)Cotopaxi, nodirect quoteBusiness InsiderJames Stout1/30/19PositiveDigitalThe best packable daypacksYesCotopaxi, no

8Magazineyou can buy(product)direct quoteNews Analysis InsightsMost of Cotopaxi’s media coverage over the last year focused on feature stories about the brandand, more specifically, the CEO himself. Interviews with Davis Smith, Cotopaxi’s CEO, spotlight Smith’sbackground and his drive to help others ( Matheson, Dec. 18, 2018) . Cotopaxi’s products have madeseveral lists recommending the best outdoor gear, such as Business Insider’s article, “ The Best PackableDaypacks You Can Buy” (Stout, Jan. 30). Individual products have been positively reviewed by severaloutdoor publications including Outside Magazine and The Manual. Though overall coverage is relativelysparse compared to other outdoor gear brands, as Cotopaxi has steadily grown in size, customer base, andawareness, it has also gradually grown in coverage since 2014 when it was founded.Almost every story focused on - or at a minimum, included coverage of - Cotopaxi’sphilanthropic initiatives, citing the company’s earth-friendly approach of using repurposed materials(Averill, July 25, 2018), status as a Benefit Corporation that gives two percent of its revenue to a specificcause (So, Feb. 23, 2018), and mission to encourage its customers to better treat the outdoors (Chen, Jan.29, 2019). It is clear that Cotopaxi’s social responsibility efforts are known just as well as or even more sothan the products it offers.According to the coverage, Cotopaxi has succeeded in raising balanced awareness about both itsphilanthropic initiatives and offered products. However, coverage is light and relatively regional. Notsurprisingly, Cotopaxi has reached the most coverage in Utah (Deseret News, for example), the place it iscurrently located. Though several national publications have covered Cotopaxi (such as Business Insider,Forbes, and Outside) over the past couple years, it could benefit from a wider reach. The brand should