PHASE I::Preach Quality

PHASE II::Awareness of Cultural Story

PHASE III::Cultural Relevance

PR & Media BlitzLaunch Documentary

OnlineAugust 19th -

Afghanistan DayLaunch Digital PresenceProduce Afghan Rug

DocumentaryAfghan Rug

Museum TourBravo TV’s Top Design

Partnership Targeted Media

::BackgroundAfghanistan is a once thriving country that for generations has been plagued with war.However, the people of Afghanistan are determined to rise out of poverty and build a peaceful society.One of the oldest and most economically beneficial trade to Afghanistan is their authentic hand-woven rugs.Over the centuries Afghan weavers have produced rugs above and beyond any other region--Afghanrugs weave the story of the Afghan people.

::OpportunityThere is a large market for Afghan rugs with individuals who have an eye forculturally relevant design aesthetics.

::TargetAffluent individuals with a taste for culture and an interest in interior design.

::How They Currently Feel About Afghan Rugs Cheap Rip-off Shady Manufactured “People may know of Afghan rugs, but they don’t know about the authentic quality.” - New York Dealer

Problem:: 97% of the Afghan rugs were being transacted under other countries names e.g. Pakistan;

leading to a poor perception amongst our target audience.

The Afghan Rug Delegation::While they have come a long way in combating this fraud, they still lack a unified

presence that creates a sense of quality in the Afghan rug.

Solution::Create a brand that our target can trust as reliable, authentic Afghan rugs.

The Afghan Rug Collective allows the Afghan rug producers to cooperatively speak with one voice while still allowing for competitiveness.

ARC Mission::Produce authentic Afghan rugs that tell a cultural story through art.

Created by John McClaire - Creative Technologist & Danny Shepelwich - Communications Strategist

SEO/SEM & UPDATE WIKIPEDIA PAGES

SPONSOR EVENTS& SPREAD AWARENESSAMONG AFGHAN-AMERICANS

FREE VIEWINGOF DOCUMENTARY

FIND DOCUMENTARIANSTHROUGH DOCUMENTARY.ORG(GRANTS AVAILABLE)

INCREASE CAMPAIGN AWARENESS,EDUCATE CONSUMERS,

& FOSTER RELATIONSHIPS W/ DEALERS/WEAVERS/CONSUMERS

SHOW THE HOPE & STRUGGLES OFAFGHAN WEAVERS

USER LOCAL/NATIONALMEDIA EXPOSURE

PRINT IN BRIDAL MAGAZINES

INDIA HICKS, SPOKESPERSON

INFLUENTIAL DESIGN BLOGS

RECORD/SENDMESSAGES TOAFGHAN WEAVERS