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Hanson Dodge Creative - Active Lifestyle Portfolio
 

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    Hanson Dodge Creative - Active Lifestyle Portfolio Hanson Dodge Creative - Active Lifestyle Portfolio Presentation Transcript

    • Championing The Brand
    • 2 hanSon dodge CreaTiVe ACTIVE MINDS AT WORK ™ america’s leading brand experience design and technology agency focused on the active Lifestyle Consumer. With more than 25 years of experience, hanson dodge Creative delivers the sharp strategic focus and smart solutions that keep our clients at the forefront of their categories. Visit us online at hansondodge.com. Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • 3 A powerful synergy of technology design and brand experience. More strategic than a design or interactive firm. Deeper than an advertising agency. Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • BRAND experienCe 4 inspire (creativity) Driving sales and building loyalty starts with a simple philosophy: Involve consumers with solid involve (technology) technology, inspire consumers with creativity and encourage consumers through a sharing environment Brand Experience to immerse themselves in the brand experience. Involve. Inspire. Share. share (culture) Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • REpRESENTATIVE Clients 5 Actively leading the way. Ken Soliva hanson dodge Creative works with some of the TREK BADGE MARK: CMYK Color Variations (Red) ken_soliva@ (920) 478- biggest brands in the outdoor and fitness categories, helping them reach new audiences, embrace new technologies and cement their position as leaders. We can do the same for you. Horizon Fitness Trek Bicycle Nike Cycling CycleOps Eureka! ® Saris Cycling Group Wisconsin Department of Tourism Old Town Canoes & Kayaks ® President’s Council on Burton Snowboards Ocean Kayak ™ Wolverine Worldwide Physical Fitness Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • HORIzON Case stuDy 6 The shape of success. Through logical brand development, disciplined brand management, breakthrough product design and smart channel strategies, hanson dodge Creative helped horizon Fitness muscle its way to a leadership position in the highly competitive retail and big box arena. Sales Training CD Training Guide Website Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • AFG Case stuDy 7 Rethinking specialty. it’s only a specialty if the big box store doesn’t have it. With that in mind, hanson dodge Creative partnered with horizon Fitness to create the advanced Fitness group brand exclusively for specialty stores. horizon started with a clean slate in order to rethink every aspect of the user experience from ergonomics to programs and displays. The result is a channel-specific line of unique products that you can’t find at any big box store. Catalog Tradeshow Banners Website Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • MERIT/TEMpO Case stuDy 8 A grand opening. horizon Fitness wanted to capitalize on an opportunity to provide low-cost treadmills to mass market retailers, but didn’t want to dilute the status of the horizon brand among its current sporting goods retailers. So hanson dodge Creative helped horizon create two product lines – merit and Tempo – that addressed the needs of an audience looking for simple, affordable fitness equipment, while giving the new brands unique looks and voices that clearly set them Merit Fitness Website apart from the parent brand. Tempo Website Tempo Packaging Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • TREK Case stuDy 9 MYK Color Variations (Red) Riding all the way Ken Soliva ken_soliva@trekbikes.com to number one. (920) 478-2191 ext. 12426 eighteen years ago Trek signed on with hanson dodge Creative, looking for a partner to help take it to the next level. Trek is now the biggest bike brand in the world. Catalog Spread Catalog Spread Website – Bike Detail Page Website – Feature Section Website – Feature Section Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • TREK Case stuDy 10 Trek launches next-generation technology in the all-new Madone. The Trek team innovated virtually every aspect of their elite racing machine to introduce the all-new madone, the ultimate performance bike. our job was to help Trek communicate a complex technology story while creating excitement around a breakthrough new product. Website – Home Page Website – Secondary Page Brochure – Spread Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • TREK Case stuDy 11 A whole new way to ride. RIDE AT YOUR SPEED The bike market’s growth depends largely on getting lapsed bikers back into the saddle. Trek’s Lime was designed to reintroduce non-participants to the joys of bike riding. hanson dodge Creative’s integrated product launch program, including collateral, in-store support, pr, promotions and a mini website, delivered strong results on all key metrics – including the most important – sales. The mini-site also won Best marketing Website recognition for 2007 from the Web marketing association. Promotional Support Print Brochure Point-of-Sale Display Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • JOHNSON OuTDOORS Case stuDy 12 The Spirit of Adventure. Old Town Canoes & Kayaks ® Ocean Kayak ™ Extrasport ® over the past two years, Johnson outdoors Corporate has relied on hanson dodge Creative to translate its brand position as the leader in the outdoor experience. Working across the breadth of the Johnson outdoors brands, we help channel the spirit of the great outdoors through our work in print, web, promotions, packaging and in-store experience design. ® Necky Kayaks ® Eureka! ® Tech4o ® Website Humminbird ® Escape ® Carlisle ® Annual Report Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • OLD TOWN CANOES & KAYAKS Case stuDy 13 Advancing tradition. in addition to bringing new life online to this 100-year-old brand through website redesign, hanson dodge Creative developed an integrated program to relaunch the Cayuga kayak to appeal to a growing market: beginner and intermediate kayakers. Website Feature Mini-Site Point-of-Sale Media Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • JOHNSON OuTDOORS Case stuDy 14 Website Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • HuMMINBIRD Case stuDy 15 Clearly. Better. humminbird’s promise of being simply, clearly, better wasn’t exactly true about its website. in a complete site redesign, hanson dodge Creative and humminbird worked together to organize an incredible amount of required brand support information within an intuitive and user-friendly interface. plus an easy-to-use eCommerce platform made shopping for products directly from them a reality. Website – Home Page Website – Secondary Pages Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • EuREKA! Case stuDy 16 For Life Outdoors. Facing increased competition from high-powered brands like The north Face, hanson dodge Creative developed a brand strategy to speak to recreational and family campers, and then translated that into branding tools, catalogs and an engaging eCommerce website. Catalog Cover Catalog Spread Website – Home Page Website – Secondary Page Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • NECKY KAYAKS Case stuDy 17 Bringing enthusiasts on board. The Eliza. ™ Fits like your favorite pair of jeans. a smarter, more up-to-date web strategy and harder-hitting ads from hanson dodge Creative helped necky Kayaks strengthen its hold on the enthusiast market and get more adventurers out on the water. N Imagine a kayak that feels so good you never want to get out of it. That’s Eliza, the new women’s kayak from Necky. Its compact cockpit makes you feel secure and firmly in control. And its balance of maneuverability and reduced drag will help you keep up with the guys. Or just plain leave them behind. Find out more at neckykayaks.com. NEW FOR 2007 Print Ad Print Ad Website Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • OCEAN KAYAK Case stuDy 18 Laid back, forging ahead. ocean Kayak’s user-friendly “sit on top” kayaks were loved by casual paddlers but its website was not. new web and marketing strategies from hanson dodge Creative capitalized on ocean’s laid-back appeal to introduce kayaking to a broader market. Website Website – Secondary Page Print Ad Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • THE pRESIDENT'S COuNCIL Case stuDy 19 Making fitness a national focus. With obesity rates rising to near epidemic levels, hanson dodge Creative helped refocus attention on fitness through a highly interactive web approach for the president’s Council on physical Fitness. The site strategy helped the president’s Council on physical Fitness include not just america’s classrooms, but also Corporate america and the media. Website Brochures Posters Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • NIKE CYCLING Case stuDy 20 Taking Nike to a whole new place. For nike, one of world’s most recognized brands, cycling remained unclaimed territory. Leveraging our years of cycling industry experience, hanson dodge Creative designed catalog and web-based programs that helped nike enhance its credibility with serious riders. Website Catalog Cover Catalog Spreads Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • WOLVERINE Case stuDy 21 up by its bootstraps. Through the design of a more compelling web experience, great lifestyle photography and engaging online promotions, we’ve helped Wolverine resposition itself as a head-to-toe lifestyle brand while retaining its “relentless by nature” positioning. Website Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • WOLVERINE Case stuDy 22 Engaging the consumer with the brand through online promotion. Website – “Wolverine/Sports Illustrated Swimsuit Edition” Mini-Site Website – “I am Wolverine” Mini-Site Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • SARIS CYCLING GROup Case stuDy 23 positioned to lead. extreme makeover, corporate edition. hanson dodge Creative repositioned and renamed the former graber Corporation, rebuilt and refocused its brands, helped it make tough product-line decisions and helped it secure leadership positions in each of its product categories. Consumer Ad Website Packaging Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • WISCONSIN TOuRISM Case stuDy 24 The great escape. The state of Wisconsin, a highly popular midwestern tourism destination, engaged hanson dodge Creative to design a more intuitive and dynamic online experience to meet the information needs of a widely-diverse audience. The Wisconsin Tourism site allows site visitors to determine search criteria, whether by destination, activity or dates of travel, and quickly guides users to relevant content. Behind the scenes, a custom-designed content management system interlinks all content to create the richest user experience while allowing hundreds of content providers an easy-to-use interface and tool sets to support their need to provide ongoing refreshment of site information. Website Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • 25 Custom product programs our simple philosophy of inspire, involve and share delivers the ultimate brand experience in our propietary application-driven Custom product programs. all great brands have an intimate understanding of their archetypal consumer. a few really great brands have figured out how to let this consumer in on the product design process. our Custom product programs have set a new standard of customer involvement for clients like inSpiring paSSion. Volkswagen, Burton Snowboards and Trek Bicycle. deSigning LoyaLTy. Customers can go online and seamlessly specify components, select product styling options and completely personalize their product, enabling them to express their love of a brand and their unique personality simultaneously. For brand lovers, it’s personal. Custom product programs allow for the emergence of brand champions. Capturing the imagination as well as the hearts of these champions is brand magic.
    • TREK pROJECT ONE Case stuDy 26 Trek project One. Dreams materialized. Trek wanted to give serious cycling enthusiasts the chance to create their own dream bike – from components to paint. Through project one, we helped those dreams materialize. http://projectone.trekbikes.com Website – Home Screen Step 1 Step 2 Step 3 Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • BuRTON Case stuDy 27 Turning 13 into a lucky number. Burton’s Series 13 custom board program, developed by hanson dodge Creative, makes snowboarding’s hottest brand the leading innovator in online product customization. Launched to rave reviews and unprecedented response, the first generation of Series 13 quickly exceeded all sales projections. hanson dodge Creative continues its partnership with Burton to keep the program fresh. Brochure www.series13.com Website – Home Screen Website – Custom Product Detail Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • VW Case stuDy 28 Dream It. Build It. Buy It. Working with Crispin porter + Bogusky, hanson dodge Creative built a web system that allows VW fans to build the car of their dreams in real-time 3d and then experience their car in a personalized video. The system is being used for all new VW models, helping convert web joyriders into real world buyers. www.vw.com Website – Home Screen Website – Secondary Pages Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • 29 Great by design. Consumers expect great features in a product, but they fall in love with surprising little details. our product styling team helps clients mine the nuances of their brand’s core values to deliver product experiences that live up to the consumer promise. From subtleties of texture and form, to usability, coloration and graphic details, we help brands reward their consumers with delightful product experiences. Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • pRODuCT STYLING Case stuDy 30 We helped Horizon Fitness Working in partnership with Burton differentiate its treadmills through snowboards, we launched the series 13 product styling to gain entrance with custom board program – the first of its individual retailers, such as the sports kind in the industry. authority and Dick’s sporting goods. Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • pRODuCT STYLING Case stuDy 31 a Hanson Dodge Creative redesign of its as part of relaunching the Cycleops entire snowshoe line helped sherpa notch a brand, saris Cycling group wanted to 50% sales jump year-over-year and opened make sure the styling of its products doors for the brand with some of the leading matched their performance. outdoor equipment retailers. Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • proCeSS oVerVieW a passion in the making.
    • SERVICES & SOLuTIONS 33 Building deeper STraTegiC SerViCeS Brand experience Strategy relationships integrated marketing, pr and through end-to-end promotions planning brand experience. interactive, eCommerce and emarketing planning We deliver a fully integrated, wide range of Technology Strategy & architecture strategic, technological and creative services. at hanson dodge Creative, over 90 strategists, TeChnoLogy-driVen designers, marketers, application developers and marKeTing SoLUTionS artists deliver a level of synergy that few advertising proprietary Brand agencies and design firms can offer. advantage Testing (online research) ™ Custom product programs 25 years of undeniable results for some of the world’s strongest brands is the proof. Content management Systems new media Services Custom application development eCommerce platforms Third-party Vendor management database design & development CreaTiVe deSign SerViCeS User experience design information architecture integrated online and print Catalogs print and online Communications advertising interactive Sales Training Brand identity progams packaging and p.o.S. product Styling Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • BRAND DevelopMent 34 The brand champion continuum. Moving from indifference to devotion. True brand champions are made, not born. it’s a process that requires discipline, dedication and careful attention to every detail. and it’s critical to your success. Study the diagram below. Where are you? Where do you want to be? BRAND INDIFFERENCE BRAND AWARENESS BRAND INVOLVEMENT BRAND CHAMPIONS CONSUMER CONSUMER CONSUMER CONSUMER Let’s face it, they don’t Your target starts to Your target market starts buying Your customers become know you at all. consider you. your product your best sales people. CHANNEL CHANNEL CONVERSION CHANNEL CHANNEL Totally o their radar. They’ll listen to your pitch. Actively purchasing. Considers you a vital partner and recommends ORGANIZATION ORGANIZATION ORGANIZATION your products. You’re product-driven and You’re discussing the Your brand is more clear, its your brand is a moving target. importance of branding. importance more accepted. ORGANIZATION Employees live and breathe your brand. RECRUITMENT RELATIONSHIP Initiate the brand story. Begin the brand-customer relationship. Fulfill the brand promise. Strengthen the customer relationship. (how the brand presents itself / how the brand acts) (how the brand responds / what the brand does) Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • pROCESS overvieW 35 Winning the Active Lifestyle Consumer. process integration your marketing and technology choices are boundless. your budget isn’t. our clear process and professional management approach enable our teams to work through the full range of issues you face and build breakthrough programs with the greatest return for your marketing dollar. put simply: the right brand positioning, the right message and the right technology. MEASURE, MANAGE & DISCOVER RESEARCH ENVISION DESIGN BUILD TEST & DEPLOY IMPROVE SET UP PROJECT PRIMARY RESEARCH SOURCE DEVELOPMENT 1 1 SERVER CONFIGURATION 1 QA TESTING CLIENT MEETING: 1 MANAGEMENT SPACE 1 1 SITE MAP & WIREFRAMES SETUP 1 POST-LAUNCH (OPTIONAL) VENDORS CLIENT MEETING: WEB TRAFFIC & CLIENT MEETING: 2 MAINTENANCE 2 EXECUTE 2 2 E-SALES ANALYSIS 2 FUNCTIONAL SPECS 2 DEPLOYMENT PLAN 2 MANAGEMENT PLAN DISCOVER STARTUP VISION PRIORITIZATION CONTRACT USER PROFILES/ TECHNOLOGY 3 USABILITY INTERACTIVE EXECUTE 3 DISCOVER REPORT 3 3 3 3 SITE LAUNCH 3 MAINTENANCE PLAN PERSONAS RECOMMENDATIONS DEVELOPMENT PROJECT REQUIREMENTS 4 SYSTEMS ARCHITECTURE EXECUTE PROJECT 4 COMPETITIVE AUDIT 4 4 SCREEN DESIGN 4 4 RECOMMENDATIONS W/EXECUTIVE SUMMARY 4 DEBUGGING EMARKETING/PROMO PLAN 5 DESIGN CONCEPTS REVISE PRELIMINARY CLIENT SATISFACTION CLIENT MEETING: 5 CONCEPT WIREFRAMES 5 PROJECT SOLUTION 5 DATA POPULATION PLAN 5 MEASURE/MANAGE/IMPROVE 5 DISCOVER REPORT & ASSIGNMENT ASSESSMENT 5 PROJECT RECOS 6 CONTENT PLAN 6 RESEARCH REPORT & CLIENT MEETING: RECOMMENDATIONS (RRR) 6 SOLUTION, REQUIREMENTS, 6 CONTENT DEVELOPMENT TECH RECOS (IF APPLICABLE) 7 DISASTER RECOVERY PLAN CLIENT MEETING: RESEARCH REPORT & PRODUCTION STYLE GUIDE 7 7 PRELIMINARY PLANS MEASURE/MANAGE/IMPROVE 7 RECOMMENDATIONS 8 (OPTIONAL) PLAN AND BUDGET 8 DESIGN ASSIGNMENT TEMPLATE AND PAGE 8 9 REVISED PROJECT PLAN PRODUCTION/DEV’T 9 PRELIMINARY MARK-UP 10 DEVELOPMENT PLAN TEST 11 BUILD ASSIGNMENT 10 INTERACTIVE INTEGRATION 11 FINALIZE QA PLAN client touchpoints 12 FINALIZE MEASURE/ iterative process MANAGE/IMPROVE PLAN (work-internal review-revise- present, rinse and repeat) 13 HD INTERNAL REVIEW internal briefs CLIENT MEETING: 14 BETA SITE PRESENTATION 15 TEST & DEPLOY ASSIGNMENT Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • RAVING Fans 36 “hd’ers, i spent a few more minutes on www.trekbikes.com “hanson dodge has delivered outstanding creative and want to congratulate all of you for doing an amazing and has been a tremendously proactive partner, and a job! on time, on message, on budget. now for the more real advocate for the horizon brand from day one. heartfelt thoughts... i really appreciate your extra effort to Their dedication and passion for the work have been pull this off. it means a ton to me and Trek to have such a integral to our phenomenal sales growth and new reliable team of people in our camp. Thanks again for a job customer acquisitions.” well done!” Mike olson Derek Deubel Manager of product & Marketing Marketing Director Horizon Fitness trek Bicycle “The overall consensus around here is that this is the best “your commitment to Burton and this project is evident. annual report we’ve ever had because it truly reflects i am impressed with how quickly you have come up to our vision as a company and its people. it is such a speed and the quality of product you have generated.” pleasure to work with a creative team that ‘gets it.’ todd King product Manager Boards Thanks for helping us out! Looking forward to doing it Burton snowboards — series 13 Custom Board program again next year – of course, with a lot more lead time!” Cynthia georgeson “The impact of your branding program at Saris Cycling vice president of World Wide Communications Johnson outdoors group has been dramatic throughout the organization. your work has helped bring long range goals near, for our business and for our brands. new doors are opening and sales are increasing.” David Cathcart Marketing Director saris Cycling group Hanson DoDge Creative ACTIVE MINDS AT WORK™ © 2008 hanson dodge, inc. all rights reserved.
    • aMeriCa’s leaDing BranD experienCe Designers FoCuseD on ConneCting WitH outDoor- anD Fitness-entHusiasts. ™ HANSON DODGE CREATIVE ACTIVE MINDS AT WORKTM 220 e. BUFFaLo ST. miLWaUKee, Wi 53202 ph 414.347.1266 FaX 414.347.0493 hanSondodge.Com or CaLL direCT: DAWN FINNEGAN Vp-STraTegiC deVeLopmenT 414.270.8353