THE WOLFMAN PROPOSAL

TRIAL PERIOD REVIEWED

In the first 6 months we worked on researching and purchasing the necessary video equipment, setting up the film studio, developing the aesthetic and format of the product videos and creating a method to achieve that aesthetic across multiple products. This resulted in the delivery of 37 product videos for the website and a demonstrations of the cinematic product trailers for future use.

During the next phase of the relationship we will continue shooting the remaining guns and high value accessories so the full catalogue can go up on the website. 

However, what I would like to discuss in this proposal is the exciting prospect of how we can now use and develop these assets and new ideas to grow sales, build brand awareness and innovate.

The ambition is to guide The Wolfman into a position where we are making waves in the airgun space and bringing the sport to new demographics.

I believe the time to do this is now as your main competitors haven’t started to pivot in this way yet, so there’s a real opportunity to lead from the front.

ROLES AND RESPONSIBILITIES

The nature of the work discussed in this proposal spans the following two roles :

Marketing and Content Creation

I will manage the entire process, allowing me to deliver a full service solution that achieves results more quickly and cost effectively than a large agency.

I can create over 60 pieces of content from a single day of shooting, making it a great investment for the future of the company.

Marketing and Content Creation are broken into sub categories below - to outline the wide range of skills and responsibilities necessary to complete the activities effectively from start to finish without overloading the company owners :

MARKETING

Marketing Strategist

Public Relations Manager

Social Media Manager

Influencer Relations Manager

Campaign Analyst

Community Manager

Event Coordinator

Affiliate/Partnership Manager

Brand Manager

CONTENT CREATION

Head Of Content

Video Director

Producer

Editor

Cinematographer

Lighting Technician

Sound Engineer

Music & Sonics Director

Graphic Designer

RETAINER OVERVIEW

Duration : 1 year

Extension terms discussed in month 10 / August 2025

Cost per month -

Marketing : £1950

Cost per month -

Content Creation : £1950

ASABI time commitment :

6 days per month

3 days Marketing

3 days Content Creation

Example month overview :

  • 1 day ideation, research, influencer & partner outreach, attending events

  • 1 day content creation for product videos (7-10 guns)

  • 1 day content creation for YouTube, online and marketing ideas

  • 1/2 day editing of product videos

  • 2 days editing, composing music/sound design for YouTube and marketing videos

  • 1/2 day following up with influencers, partners, community engagement, social media

NOTE :

Additionally, during the contracted period I will be available via email, text, call, video call and for in person meetings to ensure the smooth running of the proposed activities.

INTRODUCTION

This proposal is split into three core customer bases :

1) Existing customers : Loyal, repeat, long-term customers who form the basis of the current success of the company.

2) New customers : Airgun enthusiasts who usually buy from other companies that we convert into The Wolfman customers.

3) New demographics : Young people, gamers & streamers, those with disposable income with an interest in gadgets, serial hobbyists, outdoor & adrenalin sports enthusiasts.

I have made this separation to ensure that at every point of the process each core customer base is being satisfied. The activities will all be in keeping with The Wolfman brand so will still be engaging and beneficial to the other customer bases however.

The proposal is not exhaustive or limiting, it’s a starting point of what I believe makes sense at this point. Naturally as we progress it will evolve and adapt.

EXISTING CUSTOMERS

PRODUCT VIDEOS

1) Now we have the aesthetic, the set-up and the work flow figured out for the product videos, I will continue to film products to build up the catalogue on the website.

2) I will do some design work in reference to the size and positioning of videos on the product pages to best exploit them.

NOTE : I can either deliver all of the product videos in a batch at the beginning to quickly populate the rest of the product pages, or spread across each month.

OUTREACH & COMMUNITY ENGAGEMENT

1) Customer video testimonials could be an interesting way of humanising the company and showing the diverse customer base. Customers could talk about what they like about the company, highlighting the key USP’s of delivery times, personal service, loyalty programs etc. We could use a combination of long term and new customers from different use backgrounds e.g. A farmer, a hobby shooter, a shooting club, a collector.

2) Behind the scenes of day to day life at The Wolfman. “Get to know the team and see our process from the moment you order to the moment we deliver to your front door.” I will use sound design, backlighting, quick cuts and a shallow depth of field to give a cinematic aesthetic to what would normally be a safe, corporate style video. This segment could be used in multiple places from YouTube, to the “ABOUT" section of the website, to social media. It can also be combined with the customer testimonials video in certain use cases to form a short film.

3) Newsletters are an ideal place to inform the current customer base of the work we are doing and get them excited about it. This can be based around new product launches for example.

MANUFACTURERS, DISTRIBUTORS & LICENSING

It would be interesting to explore potential opportunities with airgun manufacturers as we are creating some of the best imagery online of their products. Whether this is in the form of licensing videos we create to them, grow your allocation with a certain brand and strengthen relationships or reach out to new brands you are interested in stocking, there is a lot of opportunity here.

Similarly, in future it may become beneficial to license videos we’ve created to other airgun distributors.

NEW CUSTOMERS

YOUTUBE, ONLINE, INFLUENCER OUTREACH PROGRAM

1) For all of the product videos I’ve created so far, I’ve shot multiple angles that we haven’t used yet. The intention is to use this other footage in new edits with atmospheric music, annotations and call-to-actions to create dynamic “product trailers”. Perhaps each trailer can feature a certain brand/product line like all of the Weihrauch’s in one video for example.

2) I will develop a small number of different formats to populate the YouTube channel and draw people towards it. For example, product trailers as mentioned above, product demonstrations, reviews, behind-the-scenes content. Our reference is how the car industry approaches showcasing their products, by focusing on cinematic, visually engaging content.

3) I will make all current YouTube videos ‘unlisted’ so they only appear on the website, YouTube should be used to actively build subscribers and customers. The product videos are intended to just appear on the website store, with the more engaging versions and other content being on the YouTube channel.

4) There are a number of established airgun content creators on YouTube such as Andy’s Airguns, Airgun Gear Show and Fieldsports channel with a combined subscriber number of over 800,000. It would make sense to attempt to build relationships with these airgun influencers either through affiliate programs where they earn a commission on The Wolfman purchases that are made after they advertise on their channels, or collaborations and sponsorships. I think we will need a soft-sell approach over time with these guys as they are already established so I will develop some incentives, alongside building The Wolfman channel to legitimise what we’re doing.

The intention of the above will be to build brand awareness of The Wolfman with existing airgun enthusiasts to drive sales. This will run alongside building The Wolfman YouTube channel as a destination to see cinematic air gun content, learn more about the products and also drive customers towards the online store.

These are the main competitors / potential collaborators in the online airgun space.

Although they have large subscriber numbers, the content is low production quality, long and not particularly visually engaging.

I want to approach airguns like cars. Car adverts and content has always been dynamic, sexy and lifestyle driven.

NEW DEMOGRAPHICS

INFLUENCER OUTREACH PROGRAM

A key area I would like to focus on is influencer outreach as this could be instrumental in expanding to new demographics. The benefit of working with influencers is the ability to tap into the ready made audiences of our target demographics without having to spend thousands and thousands in marketing costs (which we can’t do anyway with the restrictions).

I’ve identified gamers and streamers as primary targets for the influencer outreach program, as there is huge popularity in FPS (first person shooter games) like Call Of Duty and Fortnight online. Not only are there more than 11 million people playing online games regularly in the UK, there are also millions more who watch the most popular gamers play. Furthermore, the in app purchase revenue for online games is over 102 billion dollars per year. This is players buying digital assets that don’t actually exist, like new skins, new guns and bundles. I believe if we can gamify part of the business at The Wolfman, we may be able to recruit a portion of this market.

The influencer outreach program could include collaborations such as inviting influencers to try out airguns in a controlled environment, sponsorships, live and online events that are gamified. This is a very interesting space that will need to be developed over time. Getting the first influencer on board will be the challenge, but once that is achieved it will become easier. A series of tactics could be employed to approach people such as attending gaming conventions and facilitating our own event in 2025.

#SHOOTLIKEAGIRL

When I first met Amelia and she told me she owned a gun company, I asked her 4 times “no, but what do you really do?”. The juxtaposition of Amelia’s age, gender and aesthetic with the typically male dominated, macho association of firearms is something that is too interesting not to take advantage of. The SHOOT LIKE A GIRL campaign is something I can see splashed across platforms like BUZZFEED and LADBIBLE. Branded short films, interviews and social media reels telling this story through evocative imagery of Amelia as a airgun business owner and shooter is something the internet will eat up.

I will run this in tandem with the influencer outreach program by targeting a second specific subset of very popular female gamers like Ms_Vixen, Dinglederper, Kaceytron, Nadeshot and Aydan.

I will also reach out to relevant organisations like British Shooting and Women’s Sport Alliance, British shooting club, youth paralympic and olympic affiliated organisations.

I I

This is a potential opportunity to reach a whole new demographic of young women and girls, to promote airguns in safe, controlled environments as an adrenalin hobby sport. This could be inspiring for young women all over the country (the world) to see that this is something that is also for them.

Aa

This is a largely untapped market that no other airgun distributor will be targeting.

Ruth Mwandumba | Target shooter | Olympian | UK #1

I look forward to continuing to work together.

Let me know your thoughts on the proposal and we can discuss.