Matt Henry + Native Station
Effective February 1, 2022 - This is a 90-Day agreement between myself (Matt Henry) and Native Station.
* First and foremost I’m stoked to be working on this project with you guys. I can’t begin to describe the excitement I have for you and the opportunity to make something really special in our community. I’m all in guys. *
These next 90 days are critical to the success and establishment of the visual foundation and language for Native Station. This is where the Look and Vibe that everything going forward will be based on. The content is more than photos and video, it’s how we communicate and the language we use for everything we share. This is a big deal to me and I know it is to you too. That’s why we’re here, having this conversation. Our goal is to capitalize on your momentum with the opening of NS and the images to follow. I will be working alongside Cody to continue building out the unique marketing and social strategy with strong images and wording that speaks the culture and energy of NS. Everything we do with be with purpose and intent. We’ve started with a test run shoot with the opening post and are already seeing success with online engagement, beer garden traffic over the weekend, and positive feedback. Let’s go!!
building on values and pillars
Everything we photograph or film will be based on NS values and pillars.
These are the starting point for us. They will continue to evolve and change over time. But the base decision for what we do will be determined by these values. Every image must communicate a value of NS. Think of it as brand guidelines for online presence.
Food (menu items, cooking in the kitchen, on the table with guests, etc)
Drinks (beer, cocktails, cans in the Silo/lawn area, etc)
People (natural and staged lifestyle)
Atmosphere (all the elements that make the NS vibe)
Music/TV’s (live music, outside TV’s, sports games on TV, etc)
Farmers Market (all varieties of people and products)
Local / Community (how NS is invested in the community and local)
Experience (create the desire to come “experience” all that is NS)
Lawn and Silo (lawn games, patio, kids area, canned drinks, etc)
Merchandise (yessir! the goods looking fresh on all kinds of people)
What do we want people to feel when they see these images?
Great drinks and 80 taps for a huge selection
A place to have “date night” or “family night”
Great Food
Community
Local (farmers market, community events, local music, etc)
Share images / re-post / tag friends - build hype.
Special events
We’ll also be creating a library of images to promote unique events such as live music, “Pint Night” to highlight individual breweries, farmers market, and other Native Station events that are an attraction for people to come visit.
Strategy
It’s got to look good! It’s got to sound good! From the food to the venue to the smiling faces of people. How we talk about Native Station. Everything about Native Station has to look slick and inviting. The color of the images has to stand out and not get lost in the sea of social media. The copy content has to be clever and communicate clearly. We want people to see the drinks, then drool, and tag their buddy to meet them under the dome to catch the upcoming game on TV.. We want the food images to scream YUMMM! and draw people in to enjoy some sliders on the lawn. We want the view from the corner of Main Street to excite people by seeing the accessibility to walk the strip and visit the rest of Downtown.
A huge element of the strategy is to give people something to be part of. The Native Station tribe. Community. To come back time after time. Share. People are your walking billboards and establishing the culture of Native Station is key. Intentional photos with strategic copy will drive the Native Station movement. From simple text to clever ways of promoting the NS culture. We find inspiration from similar brand communities like Howler, Yeti, Iron&Resin, Central Machine Works and so many more.
It’s time to get to work!
Investment
Content creation for Native Station. This is a 90 day (3 month) agreement.
To do this right for the first 90 days and knock it out of the park for all social channels and website content, I realistically estimate a bare minimum of 20 hours shooting a month (that’s 5 hours a week). This includes pre-production, shooting, editing, content copy (text) development, file delivery, meetings with your team, etc. My rate is $200 an hour shooting time but for the next 90 days I will invest my time as well and will bill only as 10 hours. This rate covers my pre-production planning for all shoots, post-production/editing, file delivery and social media consultation. If we go over the estimated hours a month, I will not bill those additional hours. This investment is not to exceed $2,000 a month on your end for me to be the dedicated photographer for Native Station. This rate will also include various videos when needed. However, the main focus the first 90 days will primarily be photography.
90 Days - billed monthly on the 1st of each month beginning February 1, 2022.
February 1, 2022 - $2, 000 due
March 1 , 2022 - $2,000 due
April 1, 2022 - $2, 000 due
We will evaluate after the 90 day period on May 1, 2022 to determine next steps.
