Planet 5 × TGR Partnership Brief

Section 01

Brand Positioning

The line we use everywhere. The story TGR can lift directly into press, social, and email.

The Headline

Planet 5 × Teton Gravity Research. High octane meets slow luxury.

The Story (boilerplate, drop-in ready)

Two brands, both born from a profound love of mountains, where the roots run deep. Planet 5 CEO Dirk Collins co-founded TGR, which makes this less a new partnership and more a reunion with purpose.

Teton Gravity Research has spent 30 years defining the culture of mountain adventure, capturing the athleticism, the adrenaline, and the extraordinary relationship between elite athletes and the wild places that demand everything they have. Planet 5 was built to protect those places, turning fine art photography, rare artisan coffee, and Guardian memberships into a preservation engine for the very ecosystems TGR has spent three decades celebrating.

It is a natural push and pull. TGR brings the energy, the audience, and world-class storytelling with real cultural authority. Planet 5 brings quiet elevation, a luxury demographic that values legacy over the moment, and a preservation mission that deepens the story, giving it roots, giving it meaning, giving it permanence.

Together we close the loop. Adventure becomes preservation. Audience becomes impact. The mountains that have always been the story become the beneficiary of it.

Different volumes. Same frequency.

Section 02

Partnership Structure

What TGR Receives

Element	Detail
Commission rate	10% on every attributed sale (art, coffee, expeditions, Guardian upgrades)
Cookie window	No expiration. Once a customer is attributed to TGR, attribution holds for life.
Payouts	Monthly via Stripe Connect. Automated. No invoicing required.
Real-time dashboard	Live partner portal with attributed customers, sales, commission accrual, and campaign analytics
Customer-level data	Purchasing behavior, product preferences, demographics on every TGR-attributed customer
AI-powered insights	High-value collector identification, optimal posting windows, conversion patterns
Marketing assets	Co-branded social tiles, email templates, video clips, photography, boilerplate copy

What the TGR Audience Receives

Benefit	Detail
Free Explorer Guardian membership	$120 annual value, complimentary for one year. Unlocked with code `TGR` at checkout.
10% off all art	Limited edition prints, $195 to $35,000
10% off Everest Coffee	Subscription or one-time
First access to limited drops	Numbered editions, retired permanently
Priority on the 2027 expedition waitlist	Invitation only
Field dispatches	Behind-the-scenes content from Dirk and the photography team

Operational Lift

What Planet 5 Handles

Fulfillment, customer service, returns, order processing, payment processing, fraud screening, art printing and shipping, coffee roasting and shipping, expedition logistics, Guardian membership provisioning, and tax compliance on payouts. TGR's operational lift on this partnership: zero.

Section 03

The Public Landing Page

A custom landing page lives at:

TGR Public URL

discover.planet5media.com/tgr

This is the public-facing destination for every TGR-driven referral. The page tells the story of the partnership, presents the three product streams (art, coffee, expeditions), surfaces the complimentary Explorer Guardian offer, and captures email addresses for future audience development.

The URL is permanent and clean. TGR can use it in newsletters, Instagram bios, video descriptions, podcast show notes, paid ads, and embedded links anywhere on tetongravity.com without modification.

Section 04

The Partner Portal

A real-time dashboard where TGR can see every attributed customer, every sale, every commission earned.

Live demo: planet5media.com/partnerships-demo

The TGR-specific portal will be provisioned with:

Magic-link login for any approved tetongravity.com email address
Default user: partnerships@tetongravity.com (confirm correct contact)
Additional logins available on request for the TGR analytics, marketing, and finance teams
Production URL once live: partners.planet5media.com/tgr

Section 05

Tracking & Attribution

Every TGR link uses UTM parameters that route through our partner attribution system.

Master Tracking URLs

Use these directly. Each one is pre-tagged for TGR attribution.

Destination	Use Case	URL
TGR landing	Default link	`discover.planet5media.com/tgr`
Gallery	Art-led campaigns	`discover.planet5media.com/gallery?utm_source=tgr&utm_medium=partner&utm_campaign=tgr-launch&utm_content=art-stream`
Coffee	Coffee-led campaigns	`planet5media.com/coffee?utm_source=tgr&utm_medium=partner&utm_campaign=tgr-launch&utm_content=coffee-stream`
Expeditions	2027 waitlist	`planet5media.com/expeditions?utm_source=tgr&utm_medium=partner&utm_campaign=tgr-launch&utm_content=expedition-stream`
Guardian signup	Membership activation	`planet5media.com/guardians?utm_source=tgr&utm_medium=partner&utm_campaign=tgr-launch&promo=TGR`

Custom Campaign UTMs

TGR Initiative	UTM Campaign Tag	Notes
Editorial interview with Dirk	`tgr-editorial-launch`	Pin to homepage
Co-branded landing page on tetongravity.com	`tgr-landing-evergreen`	Long-tail traffic
TGR newsletter feature	`tgr-newsletter-{month}`	Refresh monthly
Social rollout (IG, FB, X)	`tgr-social-{platform}`	Per platform
Paid amplification	`tgr-paid-{platform}`	Per platform
Film tour activation	`tgr-tour-{stop}`	Per city

We can generate any new UTM in under five minutes. Send requests to laura@planet5media.com.

Customer Discount Code

TGR

Single code, easy to remember, works at every checkout (art, coffee, Guardian).

Section 06

Marketing Language Pack

Drop-in copy for TGR's channels. All approved. All on-brand.

6.1 Boilerplate Paragraph (75 words)

Boilerplate

Teton Gravity Research has partnered with Planet 5, the luxury preservation brand co-founded by TGR co-founder Dirk Collins. Planet 5 produces fine art photography, rare high altitude coffee from Nepal, and curated expeditions to the world's great mountain ranges. Every TGR community member receives a complimentary Explorer Guardian membership ($120 value), with 10% off art and coffee, first access to limited editions, and priority on the 2027 expedition waitlist. Use code TGR at planet5media.com.

6.2 Email Subject Lines

The mountains that built TGR. Made into things you can hold.
A reunion with purpose: TGR meets Planet 5.
From Dirk Collins: a new way to support the places we have always loved.
High octane meets slow luxury. Your invitation inside.
30 years of mountains. Now made into fine art and rare coffee.

6.3 Email Body (newsletter feature)

Newsletter Email

Subject: The mountains that built TGR. Made into things you can hold.

Some collaborations need explaining. This one does not.

Planet 5 is the new luxury preservation brand from Dirk Collins, who co-founded TGR three decades ago. Same eye for mountains. Same demand for quality. A different chapter.

Where TGR captures the energy and the athletes, Planet 5 protects the places. Fine art photography from the world's most remote peaks. Rare high altitude coffee from Nepal's Himalayan highlands. Curated expeditions to the source. And a Guardian membership that funds mountain preservation directly.

As part of the TGR community, your Explorer Guardian membership is on us. A $120 annual value, complimentary for one year.

What you get: 10% off all art, 10% off Everest Coffee, first access to limited editions, priority on the 2027 expedition waitlist, and field dispatches you will not see anywhere else.

No subscription required. No credit card needed. Just use the code below.

Code: TGR

[Activate My Membership →]

Different volumes. Same frequency.

6.4 Instagram & Facebook Posts

Variant A · The Reunion

Planet 5 was built by Dirk Collins, our co-founder, three decades after we started TGR together. Same love of mountains. Same demand for quality. A new chapter.

Fine art photography. Rare high altitude coffee. Expeditions to the source.

Your Explorer Guardian membership is on us. Code TGR. Link in bio.

Variant B · The Frequency

High octane meets slow luxury.

TGR captures the athletes. Planet 5 protects the places. Together we close the loop.

Different volumes. Same frequency.

Free Explorer Guardian membership for the TGR community. Code TGR. Link in bio.

Variant C · The Object

Some images cannot be replicated. Some mountains cannot be visited twice.

Planet 5, the luxury preservation brand from TGR co-founder Dirk Collins, makes them into things you can hold. Limited editions. Numbered. Retired.

10% off for the TGR community. Code TGR. Link in bio.

6.5 Short-Form Caption (TikTok, Reels, Shorts)

Short-Form

Dirk Collins co-founded TGR. Then he built Planet 5 to protect the mountains we have all spent thirty years filming. Free Guardian membership for the TGR community. Code: TGR.

6.6 Press / PR Pitch

PR One-Liner

A reunion three decades in the making: TGR co-founder Dirk Collins partners his new luxury preservation brand, Planet 5, with the company he helped build, turning audience attention into mountain protection.

Section 07

Creative Asset Library

A bundled drop folder will be shared via Cloudinary or Google Drive. Iris (Visual Storytelling Director) is curating the final selection by end of week.

Photography (high-resolution, web and print)

Asset	Use Case	Source
Khumbu shadow line, Nepal	Hero image, primary use	Origins / Into the Unknown
Chamonix glacial lines, France	Art-led posts	Origins / Chasing Light
Kenya elephant portrait	Community / preservation context	Origins / Essential Majesty
Helicopter approach, Everest	Expedition content	Higher Grounds
Coffee farmer, Nuwa Estate	Coffee posts	Everest Coffee Collection
Dirk Collins portrait	Founder framing	Press kit

All images are royalty-free for TGR partnership use. No re-licensing required.

Video

Asset	Format	Length
Dirk founder reel	9:16 vertical, 16:9 horizontal	:30 / :60
Mountain b-roll (Nepal, Patagonia, Alps)	9:16, 16:9	Various
Coffee origin story	16:9	:90
Expedition teaser	9:16, 16:9	:60

Co-Branded Social Tiles

Pre-made Instagram, Facebook, and LinkedIn graphics with the lockup, the offer, and the code. Sized for feed, story, reel cover, and link card.

Email Templates

HTML email templates ready for any major ESP (Mailchimp, Klaviyo, ActiveCampaign) with merge tags for personalization.

Section 08

The Editorial Plan (TGR Side)

For TGR's planning, this is what we recommend on the tetongravity.com side. We will support every piece with photography, copy, and Dirk's availability.

Phase 1 · Launch · Weeks 1-4

Editorial Interview with Dirk Collins

Lives on the homepage of tetongravity.com. Angle: 30 years of mountains, a new way to protect them. Long-form Q&A or video conversation. Planet 5 produces all photography. We can deliver Dirk for an in-person sit-down at TGR HQ or a remote shoot.

Phase 1 · Launch · Weeks 1-4

Evergreen Landing Page on tetongravity.com

Clearly outlines the TGR × Planet 5 offer. Drives to discover.planet5media.com/tgr. We provide photography, copy, and design templates.

Phase 1 · Launch · Weeks 1-4

Newsletter Feature & Social Rollout

Newsletter feature to the full TGR email list. Social rollout across IG, FB, and X over 10 days using the captions in Section 6.4.

Phase 2 · Sustain · Weeks 5-12

Recurring Placements

Monthly newsletter placements, each with a new angle: art drop, expedition feature, coffee origin, preservation milestone.

Phase 2 · Sustain · Weeks 5-12

Distribution Cadence

Bio link rotation. YouTube description embeds on relevant TGR mountain content. Podcast feature when the moment is right.

Phase 3 · Amplify · Months 4+

Performance-Dependent Expansion

Co-branded coffee. TGR gallery on Planet 5. Joint expedition content. Pop-up presence at TGR film tour stops. Paid amplification on content that earns it.

Section 09

Measurement

Every metric flows live to the TGR partner portal. No PDFs. No quarterly reports. The dashboard updates in real time.

What TGR Sees

Attributed customers (cumulative and new)
Total sales generated (gross and by category)
Commissions earned (pending, paid, all-time)
Conversion rate
Click-through volume by campaign
Top-performing landing pages
Customer lifetime value by segment
Optimal posting windows
High-value collector identification

What We Track Together

Editorial piece performance (page views, time on page, click-through to Planet 5)
Newsletter performance (open rate, click rate, conversions)
Social performance (impressions, engagement, click-throughs)
Code redemption rate (TGR code usage by source)
Audience overlap analysis (TGR audience vs Planet 5 customer base)

Quarterly Strategic Reviews

Once per quarter, Allegra Meredith (COO, Planet 5) and the TGR partnerships lead meet to review performance and agree the next quarter's plan. The meeting deck auto-generates from the partner portal.

Section 10

Timeline & Next Steps

Week 1 · April 30 to May 7

Setup & Sign-Off

Planet 5 deploys discover.planet5media.com/tgr (live within 24 hours of TGR sign-off). Partner portal access provisioned. Iris finalizes the asset bundle. TGR confirms primary contact and editorial interview slot for Dirk.

Week 2 · May 7 to 14

Launch

TGR editorial interview shoots. Evergreen landing page goes live. Email blast to TGR community. Social rollout begins.

Weeks 3-4 · May 14 to 28

Activation

Sustained social cadence. First sales attributed to TGR. First commission accrual visible in portal. Performance review on day 30.

Month 2 onward

Sustain & Review

Monthly performance check-ins. Quarterly strategic review (first one: late July). Phase 3 expansion conversations begin if performance warrants.

Section 11

Contacts

Planet 5 Side

SVP Brand & Creative

Laura Pizzarelli

laura@planet5media.com

CEO & Co-Founder

Dirk Collins

dirk@planet5media.com

COO & Co-Founder

Allegra Meredith

allegra@planet5media.com

General Inquiries

Planet 5 Team

hello@planet5media.com

TGR Side

To be confirmed by TGR. Recommended:

Primary partnerships contact (single point of escalation)
Marketing / editorial lead (for content coordination)
Finance contact (for Stripe Connect onboarding)

Section 12

Sign-Off

This brief outlines the structure, deliverables, tracking, language, and timeline for the Planet 5 × TGR strategic partnership. On confirmation from TGR leadership, Planet 5 will:

Deploy the public landing page within 24 hours
Provision the TGR partner portal
Onboard the designated TGR contact via Stripe Connect for monthly payouts
Deliver the asset bundle
Begin tracking the moment the first link goes live

The structure is designed for zero operational lift on the TGR side. Everything we have built is ready to run.

Different volumes. Same frequency.

Internal · Critical Path

Day 0-1: Critical Path

These three things must happen for the landing page to go live. Everything else can run in parallel.

Task 1: Insert TGR landing page into content_pages (Ellie)

The landing page is a full HTML document. It goes into the content_pages table with slug tgr, and the Discover catch-all route serves it directly. No Fly.io deploy required.

Task 2: Run the Python deploy script

Single command from the terminal:

cd ~/Desktop/claude && python3 deploy-tgr-page.py

The script reads the local HTML file, discovers the content_pages schema dynamically, upserts the page, and verifies it landed.

Task 3: Verify the page is live

curl -sI https://discover.planet5media.com/tgr | head -5

Expected output: HTTP/2 200. If you see 404, content_pages was not inserted correctly.

Track A

Promotional Code Setup (Sarah / Ellie)

The code TGR needs to provision a complimentary 1-year Explorer Guardian membership. Two options:

Option 1: Outseta Promo Code

Log in to Outseta admin
Create promotional code TGR, scope to plan pWrbbKWn (Explorer)
Set value to 100% off for 12 months
Set max uses to unlimited (or set a cap, e.g. 10,000)
Test with a clean email address before TGR launch

Option 2: Native planet5_db Handler (Recommended)

Cleaner, aligned with the Outseta phase-out, and becomes the template for every future partner-funded membership giveaway.

Add column partner_attribution_code to guardians table (varchar 50, indexed)
Add column complimentary_until (timestamp, nullable)
Build endpoint POST /api/guardian-comp-signup on planet5-guardian-api
Wire /guardians?promo=TGR to surface the no-credit-card flow on Squarespace
Add TGR to partner_promo_codes table

Track B

Partner Portal Provisioning (Ellie)

The TGR-specific instance of the partner portal already exists as the demo. Production version requires partner records in planet5_db.

Step 1: Insert TGR into partner_organizations

INSERT INTO partner_organizations (
  name, tier, art_commission, coffee_commission,
  guardian_commission, cookie_window_days,
  stripe_connect_status, primary_contact_email,
  w9_status, created_at
) VALUES (
  'Teton Gravity Research', 'anchor_custom',
  0.10, 0.10, 0.10, NULL, 'pending',
  'partnerships@tetongravity.com', 'pending', NOW()
);

cookie_window_days = NULL represents no expiration per the agreed structure.

Step 2: Get the partner_id and add UTM mapping

INSERT INTO partner_attributions_config (
  partner_id, utm_source, utm_medium, active, created_at
) VALUES (
  (SELECT partner_id FROM partner_organizations
   WHERE name = 'Teton Gravity Research'),
  'tgr', 'partner', TRUE, NOW()
);

Step 3: Provision the magic-link login

Once TGR confirms the address, create the login for partnerships@tetongravity.com. Verify the dashboard loads at partners.planet5media.com/tgr (or the demo URL until production portal is deployed).

Track C

Asset Bundle (Iris)

Iris curates the photography, video, and creative assets TGR will use. Bundle goes into a Cloudinary folder and is shared as a single Drive link.

Photography Bundle (5 hero, 4 supporting)

Image	Cloudinary Path	Use
Khumbu shadow line	galleries/origins/into-the-unknown/p5_4661	Hero
Chamonix Alps	galleries/origins/chasing-light/p5_0068	Art
Kenya elephant	galleries/origins/essential-majesty/p5_0071	Preservation
Helicopter Everest	p5_3614_2025_helicopter_everest_nepal	Expedition
Dirk portrait	Dirk-camera_ihoqpp	Founder
Coffee farmer	Nuwa estate harvest	Coffee
St Moritz Alps	(from project files)	Swiss expedition

Video Bundle

Clip	Format	Length
Dirk founder reel	9:16 + 16:9	:30 / :60
Mountain b-roll mix	9:16 + 16:9	:15 / :30
Coffee origin	16:9	:60 / :90
Expedition teaser	9:16 + 16:9	:30 / :60

Co-Branded Social Tiles (Meridian builds)

IG feed (1080×1350) × 3 variants
IG story / reel cover (1080×1920) × 3 variants
FB / LinkedIn (1200×630) × 2 variants
Email banner (600×300) × 2 variants

Deliverable: Single Cloudinary folder partners/tgr/ with all assets, plus a shared Drive folder mirror for TGR's team.

Track D

Sales / CRM (Henry)

Add Teton Gravity Research to Henry's partner CRM as tier: anchor_custom, status: active_launch
Set primary contact: partnerships@tetongravity.com (confirm with Laura)
Tag launch date and 30-day check-in date
Configure the auto-generated quarterly business review for July 2026

Track E

Customer Support Prep (Sarah)

Sarah needs a macro for any TGR-attributed customer reaching support.

Sarah's Welcome Macro

Welcome from Planet 5! As a member of the TGR community, your Explorer Guardian membership is on us. If you used the code TGR at checkout, your benefits are already active. If you have any questions about your art purchase, your coffee subscription, the 2027 expedition waitlist, or your Guardian benefits, I am here to help. We are thrilled to have you with us.

Sarah's Intake Notes

TGR-attributed orders carry utm_source = tgr in the order metadata
All TGR customers default to Explorer tier with complimentary_until set 12 months out
If a TGR customer wants to upgrade to Hero or Legacy, the standard upgrade flow applies (no special handling)

Track F

Marketing Activation (Luce)

Once the landing page is live, Luce queues the social rollout on Planet 5's owned channels to celebrate the partnership in parallel with TGR's editorial push.

Suggested Cadence (Planet 5 Side)

Day	Channel	Content
Day 1	IG feed + story	Partnership announcement, lead with the lockup and "Different volumes. Same frequency."
Day 3	IG carousel	The reunion: Dirk + TGR origin story
Day 5	LinkedIn	Allegra POV: brand alignment as preservation strategy
Day 7	IG reel	Mountain b-roll set to "high octane meets slow luxury" overlay
Day 10	Email	Send TGR partnership feature to Planet 5 list
Week 3	IG	First TGR customer purchase celebration (anonymized)
Week 4	LinkedIn	30-day partnership performance update from Allegra

All Planet 5 social goes through #p5-approvals before posting. No auto-posting.

Internal Comms

Communication Plan

To TGR (Laura sends)

Day 0: Send this brief link to TGR leadership with cover note: "Everything you asked for, plus the structure on our side. Live link to the landing page below. Ready when you are."
Day 1 after sign-off: Confirmation email with portal login, Stripe Connect onboarding link, and Iris's asset bundle Drive link.
Day 7: Status check-in with TGR partnerships lead.
Day 30: First performance review meeting (auto-scheduled by Henry's CRM).

To Planet 5 Team (Allegra sends)

#p5-content: Announce the TGR partnership go-live. Tag everyone.
#p5-sales: Brief Henry to monitor TGR-attributed orders for the first 14 days, daily report to Allegra.
#p5-tech: Ellie posts the deploy confirmation, Lambda check, and partner portal smoke test results.
#p5-approvals: Luce drops the Day 1 social content for review.

Risk Register

Risk	Likelihood	Mitigation
Outseta promo code does not bypass credit card requirement	Medium	Build native Option 2 first, fall back to Outseta only if needed
TGR audience converts at lower rate than projected	Low-Medium	30-day review identifies pivot points; campaign UTMs let us isolate which channels are working
Code TGR gets shared publicly outside TGR audience	High	Acceptable. We want it shared. The free Explorer membership is loss-leader CAC, not the revenue play.
Stripe Connect onboarding stalls on TGR's side	Medium	First payout can hold until W-9 + Stripe Connect are complete; commissions accrue regardless
Asset bundle delivery delayed	Low	Iris has a 7-day window; bundle is a hard dependency for TGR's editorial launch

Day 30 Targets

Success Metrics

What we measure on the 30-day review.

Metric	Target	Source
Landing page sessions	5,000+	page_views table
Email captures	500+	henry_prospects + email_captures
TGR code redemptions (Guardian signups)	250+	guardians table, partner_attribution_code = 'TGR'
Attributed sales (any product)	50+	partner_commissions, partner_id = TGR
Total attributed revenue	$25,000+	sum(partner_commissions.sale_amount)
Commission earned by TGR	$2,500+	sum(partner_commissions.commission_amount)
Top-performing campaign UTM	Identify	partner_attributions analysis

Different volumes. Same frequency.

Planet 5 × Teton Gravity Research

Brand Positioning

The Story (boilerplate, drop-in ready)

Partnership Structure

What TGR Receives

What the TGR Audience Receives

What Planet 5 Handles

The Public Landing Page

The Partner Portal

Tracking & Attribution

Master Tracking URLs

Custom Campaign UTMs

TGR

Marketing Language Pack

6.1 Boilerplate Paragraph (75 words)

6.2 Email Subject Lines

6.3 Email Body (newsletter feature)

6.4 Instagram & Facebook Posts

6.5 Short-Form Caption (TikTok, Reels, Shorts)

6.6 Press / PR Pitch

Creative Asset Library

Photography (high-resolution, web and print)

Video

Co-Branded Social Tiles

Email Templates

The Editorial Plan (TGR Side)

Editorial Interview with Dirk Collins

Evergreen Landing Page on tetongravity.com

Newsletter Feature & Social Rollout

Recurring Placements

Distribution Cadence

Performance-Dependent Expansion

Measurement

What TGR Sees

What We Track Together

Quarterly Strategic Reviews

Timeline & Next Steps

Setup & Sign-Off

Launch

Activation

Sustain & Review

Contacts

Planet 5 Side

TGR Side

Sign-Off

The Launch Plan

Day 0-1: Critical Path

Task 1: Insert TGR landing page into content_pages (Ellie)

Task 2: Run the Python deploy script

Task 3: Verify the page is live

Promotional Code Setup (Sarah / Ellie)

Option 1: Outseta Promo Code

Option 2: Native planet5_db Handler (Recommended)

Partner Portal Provisioning (Ellie)

Step 1: Insert TGR into partner_organizations

Step 2: Get the partner_id and add UTM mapping

Step 3: Provision the magic-link login

Asset Bundle (Iris)

Photography Bundle (5 hero, 4 supporting)

Video Bundle

Co-Branded Social Tiles (Meridian builds)

Sales / CRM (Henry)

Customer Support Prep (Sarah)

Sarah's Intake Notes

Marketing Activation (Luce)

Suggested Cadence (Planet 5 Side)

Communication Plan

To TGR (Laura sends)

To Planet 5 Team (Allegra sends)

Risk Register

Success Metrics