To: C. L.

Max Nikias; President, University of Southern California From: Ellen Perlmutter-Gumbiner Date: December 5, 2013 Re: Warby Parker My Neighbor and Eye Tour

BACKGROUND: Known for its effortlessly cool style, Warby Parker was the brainchild of four friends who found themselves frustrated by a market saturated by the same, over-priced eyewear. Pushed by the belief that trendy eyewear simply shouldnt be a financial burden, the University of Pennsylvania, Wharton grads set out to deliver a product that embodied the coolest of cool at a reasonable price point. Equipped with a vision, they looked to Jack Kerouac as the inspiration for their brand. Warby Parker carved its own path in the eyewear market by ditching traditional models of distribution and creating an online-only shop; by cutting the brick-and-mortar middleman, it was able to keep its prices low. However, this presented a problem: customers will never buy glasses without trying them on beforehand. So, Warby Parker found a solution that helped distinguish itself in the industry: 5 days, 5 pairs of glasses. It allowed customers to check-out their glasses, and in turn found its way to circumvent the traditional store that has always tied down the online eyewear industry. Equally integral to the fabric of Warby Parker is its emphasis on charity. Though Warby Parker is known for its style, it places a high premium on giving and embraces the buy one, give one model, wherein it donates a pair of glasses for each pair sold. THE PLAN: Visit 16 universities across the nation; schools with fashionable, forwardthinking, intelligent student bodies. Last summer, Warby Parker set out on a Class Trip, touring the nation with a pop-up showroom set in a classic yellow school bus redesigned to resemble your favorite college library. This spring, Warby Parker plans to bring back the Beat Generation-inspired bus to tour college campuses in urban cities with the Warby Parker My Neighbor and Eye tour. The mission is to make the need for eye care a present, local issue for college students around the country. The bus will stay on each campus for a week, welcoming both students and members of the community to take free eye exams. In line with the buy a pair, give a pair model, the premise of the visit is that students will buy a pair of glasses and have the opportunity to personally give the second pair to underprivileged kids in their colleges neighborhood. As an added incentive, students will also receive a

10% discount on their glasses if they post pictures from the Warby Parker pop-up on facebook or instagram. The ultimate goal is to reach the university student audience, while also creating accessibility to eyewear in urban areas. Almost one billion people lack access to necessary eyewear, meaning that essentially 15% of the worlds population is unable to reach its full potential. The gift of vision is the gift of learning, and Warby Parker hopes to encourage students to seek local change. Itinerary of Class Trip Challenge Week: Day 1: The Warby Parker bus arrives! As students try on different glasses, they can take pictures from the bus using the event hashtag #WPNeighbors to have it printed from an instagram printer. Each day will feature a different local band and free food. The days events will culminate with a speaking engagement featuring Warby Parker founders Neil Blumenthal, David Gilboa, Jeffrey Raider, and Andrew Hunt, who will discuss how the company came to be and why philanthropy matters. The pop-up shop party continues as students are still able to place orders. Students return to the Warby Parker bus to pick-up their glasses. In order to receive their new stylish frames, they will have to write a note to the recipient of the second pair of glasses a local childand personally hand the new frames to their neighbor. Kids will also have the opportunity to use their Warby glasses case a blank canvas to express their creativity. Pop-up shop party ends with food and music for all.

Day 2/3: Day 4/5:

For college students, everything is about ease of access. Often times, students are confined to the immediate areas of their campus. Even if they have the desire to seek a new pair of glasses, they will most likely choose the most convenient option. The Warby way has always been to make peoples lives easier. College students tend to be lazy; even if ordering tester glasses is simple and free, why not bring the glasses directly to the students? Given the past success of the Warby Parker Class Trip and the literary theme of the brand, it is a logical progression to bring Warby Parker directly to universities. Generation Y cares about style and perception, and within that perception, Generation Y cares about being perceived as a group that cares about giving back. The Warby Parker Class My Neighbor and Eye Tour will allow university students to combine both style and charity, while embracing the Warby Parker aesthetic. How well spread the news: - reach out to campus government/ social entrepreneurship groups/ Greek life to help promote the tour - flyers around campus - social media Deliverables:

Flyering will include two different designs, each in the Polaroid photo style to incorporate the Warby Parker theme. The general flyer will showcase the route of the tour and each of the 16 stops. University-specific flyers will also be distributed to each respective university. Video distributed via social media and the Warby Parker blog will give an emotional message, reinforcing the need for eyecare in local communities. A blog post announcing the kick-off of the My Neighbor and Eye tour will be posted on the Warby Parker blog, informing the Warby community of the upcoming event. An email blast will be sent out to all Warby Parker subscribers, making them the first to know about the latest tour.