BLOGGER PARTNERSHIP

Key Messaging & Requirements

August 22, 2013

S A N

F R A N C I S C O

THE BRAND PREMIER PROTEIN

Premier Protein understands that getting enough protein is hard, especially protein that doesnt
come with too many calories or too much fat
So they make delicious, essential healthy protein shakes and bars that are full of healthy, highquality protein without the fat, calories and added sugar
Premier Protein is going to show the world how healthy protein can help anyone tackle lifes daily
challenges, feel their best and live the life they want

THE BLOG BACKGROUND INFORMATION

With the help of some of our favorite fitness, lifestyle and parent bloggers, weve built the Premier
Protein blog into a relevant and inspiring hub of tips, tricks, recipes, features and news to keep our
fans energized and engaged.
Were planning for our blog to continue down this path as a healthy lifestyle blog through our guest
blogger partnership with you!
Blog URL:
www.premierprotein.com/blog/

THE BLOG BLOG AUDIENCE

The blogs audience is made up primarily of the four following reader profiles:
Active Individual
Shes fitness-focused, pays attention to her bodys signals, and thinks about how to achieve
personal health goals. Her goals could include building muscle, investing in her health now
to maintain peak health later in life, or just avoiding a potential family condition like heart
disease. While she doesn't have time for complicated diets or time-sucking lifestyle changes,
she wants to feel good about what she puts in her body and actively pursues healthy options
to maintain energy and good nutrition.
Healthy Mom/Parent
Shes up early with the little ones, making meals, handling errands, shuttling the kids around
all day and maintaining the home. She juggles many responsibilities and manages a full
schedule. While looking good is important, she also needs stamina to keep up with her family
all day long. So when hunger strikes, she wants a simple, healthy solution that makes her life
easier. The last thing she wants is an exotic grocery list or complicated cooking routine. She
is looking for solutions for herself and her family.

THE BLOG BLOG AUDIENCE

Busy Professional
Feeling good is crucial for professional success, and she needs to maintain a consistent
energy level for her packed schedule. she knows that nutrition is important, but shes
consistently pressed for time which causes her to fall into food traps when hunger pangs
strike. Instead of grabbing the nearest snack, shes looking for quick, easy solutions that
curb her hunger and keep her performing at peak condition all day.
Weekend Warrior
Her mantra is work hard, play hard. An internal athlete, now shes devoted to work
responsibilities all week long. She eats healthy all week to stay at her peak, because when
Friday afternoon rolls around, thats her time to shine. Whether shes playing soccer with the
family or mountain biking with friends, the Weekend Warrior wants to make the most of these
48 hours of personal time. She knows she is not competing every weekend but she still
secretly wants to win. She wants a quick, healthy way to get great nutrition and maintain her
stamina all weekend. Come Sunday evening, she wants to feel relaxed, fulfilled, and ready to
take on another work week.

THE CAMPAIGN WORLD OF GOOD ENERGY

Premier Protein just launched a new campaign named the World of Good Energy and the following
bullets below include key messaging that we encourage you to incorporate into your own posts:
Premier Protein is the provider of good energy, so you can get the most out of every day
Who cares about good energy? We do!
The world needs more good energy, because when you have good energy the kind that is
low in fat and sugar but packed with protein you can keep going with no booms, busts or
crashes
Good energy makes you confident, optimistic and ready to make every day a good day
When you have good energy, you give off good energy
Good energy conquers all
Gives you strength
Keeps you charged
Takes you further
Helps you get more done
Doesnt weigh you down
Tone: Simple, relatable, optimistic and witty

THE PARTNERSHIP GUEST BLOGGER SERIES

Were looking to spotlight your writing, social media cachet and personality on our blog in a total of 4 5 unique guest blogger posts. Here are top-line proposed partnership logistics [subject to
amendment]:
Work with you as a guest blogger, who will write instructional/motivational conversational content in
a total of 4 - 5 blog posts, with content that is in line with the brands key messages
Blog posts will be fully conceptualized by you, after brainstorming general direction with us on
topic/theme
Please see pages 10 - 12 for editorial content framework and desired blog topics
Youll post a teaser to the post on your own blog (lead photo and first paragraph), but your guest
blog post will live it its entirety on the Premier Protein blog
Youll promote your published guest blog post on all of your social channels
Well link back to you in our promo as well
Well post one blog every week on Thursday for 17 weeks from 5 - 6 different bloggers [including
yourself!] on a rotating schedule from September December 2013
Compensation: Negotiable. Please tell us your rate! "

SOCIAL AMPLIFICATION REQUIREMENTS

We expect you to tease and share blogs across all your social channels
Below is an example of the number of times wed like content teased & shared. Please keep in mind
these are preliminary and cadence will be influenced based on your standard posting frequency per
channel and are subject to amendment:
Teasing upcoming blog post:
one time beforehand on Twitter only including the following elements:
Blog post topic
@PremierProtein
#GoodEnergy
a shortened link to the Premier Protein blog to be provided by Grow Marketing, to
effectively track campaign clicks, RTs, etc.
Example: Just finished a post for @premierprotein - 5 ways to stay energized during a
run! Cant wait to share it w/ you! #goodenergy [link]
Sharing blog post:
2-4 times per channel following the blogs publication
1 short teaser to the post on your own blog (lead photo and first paragraph)

RULES FOR SOCIAL SHARING

Each social post must include the #goodenergy hashtag
Please tag @PremierProtein on appropriate social media channels when promoting your guest
blog post
Facebook: Premier Protein [Facebook.com/premierprotein]
Twitter: @premierprotein [https://twitter.com/premierprotein]
While Premier Protein does not maintain social media presence outside Facebook or Twitter, when
you share your posts on your additional platforms, please use both the #GoodEnergy and
#PremierProtein hashtags
Each social post will include a shortened link to the blog post to be provided by Grow Marketing,
to effectively track campaign clicks, RTs, etc.

THEMATIC CONCEPTS
The following are creative concepts broken out by reader demographic which will guide you in
bringing the good energy message to life via compelling lifestyle content. These concepts serve as a
rough editorial framework which you can use to help and inspire your own creativity.
Weve found that the most successful blog posts are those that share tips and how-tos with easily
digestible advice. Descriptive, clear headlines are the most successful.
e.g. Protein To Go: How To Avoid Vending Machine Snack Attacks
Healthy Mom
How to balance life as a healthy and active mom
How to stay fit & healthy while juggling other people's needs & schedules
How to maintain your good energy by making time for you
5 secrets to keeping energized/motivated
Your secret zen tips
Your favorite healthy recipes
Parenting survival tips
How to have the talk with your kids: The importance of healthy protein
Healthy back to school lunches for you & your kids

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THEMATIC CONCEPTS
Weekend Warrior
Favorite weekend excursions to get your energy levels back up
Balancing your weekend you vs. your workweek you
Things your colleagues don't know about you that keep you centered
What your weekend hobby/sport says about you
How to plan a last minute adventure
5 things you can do [at the gym/at the park/at your house] to re-center yourself
How to remain focused on your goals
Making time to pursue your passions
Active Individual
Five fun Frisbee games anyone can enjoy
How to keep up with the Jones & not burn out
Being & doing everything for everyone, including yourself
5 ways to make sure you get to the gym
How to set & keep fitness & nutrition goals
How to maintain the modern, healthy life
Tips on staying healthy during the holiday season

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THEMATIC CONCEPTS
Busy Professional
5 best stretches to do at the office
How to break bad habits
5 ways to boost your team morale
Balancing career and personal goals
The secret to success at the office & at home
Staying fit on the road: Tips on planning healthy meals while on the go

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BLOG SUBMISSION DEADLINES

Please keep in mind these are preliminary and cadence will be influenced based on your schedule
and are subject to amendment:
August
Monday, 8/26: first blog post theme due
Wednesday, 8/28: theme feedback given on first blog
September
Tuesday, 9/3: first blog due
Thursday, 9/5: final feedback given with any requests for edit
Tuesday, 9/17: second blog post theme due
Thursday, 9/19: theme feedback given on second blog
Wednesday, 9/25: second blog due
Friday, 9/27: final feedback given with any requests for edit
October
Monday, 10/7: third blog post theme due
Wednesday, 10/9: theme feedback given on third blog
Tuesday, 10/15: third blog due
Thursday,10/17: final feedback given with any requests for edit

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BLOG SUBMISSION DEADLINES

Please keep in mind these are preliminary and cadence will be influenced based on your schedule
and are subject to amendment:
October
Tuesday, 10/22: fourth blog post theme due
Thursday, 10/24: theme feedback given on fourth blog
Wednesday, 10/30: fourth blog due
November
Friday, 11/1: final feedback given with any requests for edit
Wednesday, 11/6: fifth blog post theme due
Friday, 11/8: theme feedback given on fourth blog
Thursday, 11/14: fifth blog post due
Monday, 11/18: final feedback given with any requests for edit

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MEASURING SUCCESS
In order to effectively measure success on our end, Grow Marketing will be using link shorteners to
capture clicks, RTs, shares, etc. on each post
Each blog will have 1 shortened link associated with it
Once your blog post is published, we will notify you and provide you a shortened link that
you can use during the next 4 weeks across your social channels
You must use this link across all social channels when promoting your guest blog

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Thank you.

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