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Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
Mktg  aafes - maximizing partnerships
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Mktg aafes - maximizing partnerships

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  • Military Star advertising creative has been re-designed to focus on the benefits of using the card. The new tagline is “Larger than Life Rewards.”Goal is to transition the gold card to a loyalty card that will give customers short term rewards for everyday purchases.
  • Military Star advertising creative has been re-designed to focus on the benefits of using the card. The new tagline is “Larger than Life Rewards.”Goal is to transition the gold card to a loyalty card that will give customers short term rewards for everyday purchases.
  • Military Star advertising creative has been re-designed to focus on the benefits of using the card. The new tagline is “Larger than Life Rewards.”Goal is to transition the gold card to a loyalty card that will give customers short term rewards for everyday purchases.
  • Military Star advertising creative has been re-designed to focus on the benefits of using the card. The new tagline is “Larger than Life Rewards.”Goal is to transition the gold card to a loyalty card that will give customers short term rewards for everyday purchases.
  • Long Term Rewards – such as accumulating travel points on the co-branded black card from Chase will be the focus of the creative for the black card.We will begin to market the two cards separately and stressing the benefits of the gold or the black card based on the demographics of the publications.
  • We have begun stitching in Military Star applications into specialty tabloids such as fragrance, jewelry and fashion books that have a stronger connection to the actual piece and offers geared specifically toward the merchandise in these books.The lead in to the application is the same in look and feel as the art in the rest of the book.
  • A full Military Star application folds out from the ad panel. We will begin to use QR codes on the application to automatically take customers with smart phones to the Military Star application on line.
  • Elements from all phases of a particular promotion are now being integrated as one large campaign.In this slide you see samples of Military Star Mother’s day store signing, PIN Pad ads and tabloid ads that all relate to the Mother’s Day creative used in the primary seasonal store sign kit as well as the Mother’s Day Jewelry and Glam Books.
  • The Exchange is starting to add QR Codes (Quick Reference) to printed materials to give customers a quick way to find more information about our productsWe are currently adding codes to:Tabloid covers to take customers to our FaceBook pageSelected Military Star and online offerings in the weekly sales tabloidSelected in-store signing (such as the new ShopMyExchange.com Brand Opening sign kit) to drive customers to our web siteWe are researching ways to integrate QR Codes with price point signing from Access Via to allow customers quick access to product information at the point of sale
  • The Exchange is starting to add QR Codes (Quick Reference) to printed materials to give customers a quick way to find more information about our productsWe are currently adding codes to:Tabloid covers to take customers to our FaceBook pageSelected Military Star and online offerings in the weekly sales tabloidSelected in-store signing (such as the new ShopMyExchange.com Brand Opening sign kit) to drive customers to our web siteWe are researching ways to integrate QR Codes with price point signing from Access Via to allow customers quick access to product information at the point of sale
  • The Exchange is starting to add QR Codes (Quick Reference) to printed materials to give customers a quick way to find more information about our productsWe are currently adding codes to:Tabloid covers to take customers to our FaceBook pageSelected Military Star and online offerings in the weekly sales tabloidSelected in-store signing (such as the new ShopMyExchange.com Brand Opening sign kit) to drive customers to our web siteWe are researching ways to integrate QR Codes with price point signing from Access Via to allow customers quick access to product information at the point of sale
  • The Exchange is starting to add QR Codes (Quick Reference) to printed materials to give customers a quick way to find more information about our productsWe are currently adding codes to:Tabloid covers to take customers to our FaceBook pageSelected Military Star and online offerings in the weekly sales tabloidSelected in-store signing (such as the new ShopMyExchange.com Brand Opening sign kit) to drive customers to our web siteWe are researching ways to integrate QR Codes with price point signing from Access Via to allow customers quick access to product information at the point of sale
  • Looking at Readiness, there are five essential attributes that define our brand:We are vital: By congressional mandate we are elemental and imperative to the military life. We are full of life and we are strong.We have integrity: We have a moral obligation to be honest and upright for our customers. We do what we promise…and we do what is right.We are mobile and engaged: We go the extra hundred miles, or around the world for our customers. We anticipate what you need and want, whether it is the latest fashion or the best in electronics and household items.We are part of your community: We…you and your PX/BX…stand together for a common cause and we support each other together as a team.Outfitting Your Life is our way forward. The look is contemporary and appeals to all demographics. This concept is:• Performance- oriented• Pushes potential in every stage of life• Has a Passion for life• Is Active and interactive• with Our tone of voice• that challenges every aspect of life
  • The Exchange! What do you think so far?
  • Two chevrons coming together to form an X…connotes movement and a coming together of the military services, the community and the Exchange… The tag line is a condensed version of our mission statement…
  • A 15 minute online questionnaire focusing on the new Branding and Imaging programRespondents given a $20 Exchange gift card2,000 Exchange shoppers completed the questionnaire (Email sent to 21,500 Exchange customers)Respondents fell into one of six segments:Young, single enlistedYoung, married enlistedMarried enlistedMarried OfficerReserve/GuardRetiredIn-field from April 30th through May 20th
  • Exterior renditions…The storefront sign is a key component to introduce the Exchange brand to the customer. Scale, color, contrast, location and illumination all contribute to a recognizable storefront brand sign.
  • V shape store configuration: Three shopping destinations (departments); Home, Life, StyleFocal points: PowerZone, Be Fit, Furniture/Appliances, Jewelry/CosmeticsExpert Customer Service up front…
  • Core elements are an example of what will be applied to Image Upgrade projects. Every effort will be made to incorporate as many of the brand components that are called for in new construction. But the specific elements implemented will be determined on a project by project basis based on site constraints, scope of work and how much the project can afford.SRG Lessons Learned: Red – Move Customer ServiceYellow - Promotional area movedGreen – Toy location moveBlue – Power aisle moved
  • Entry Zone
  • Expert Customer Service
  • Home
  • Life: Apparel, footwear, accessories, equipment and nutritional items…for all demographics…
  • Style: Exclusive Brand prominence…
  • Home: Furniture, appliances, home décor solutions…
  • The MWR emotional/financial connection…
  • Central Checkout: Supporting the Dividend to the community…
  • The exterior sign is a key component of the Branding statement and is the first touch point for your customer.The signs scale, color, font, illumination and location on the building all contribute to the Exchange logo as a recognizable brand.TURN TO SLIDEHere are some examples where the new exterior logo has already been executed. Tinker, KMCC and the Ft. Bliss Lifestyle Center.
  • As part of the Branding initiative, our consultants developed exterior sign guidance that has been adopted as our standard and will applied uniformly across the enterprise.You can see by the illustration shown here that there are two acceptable applications of the logo – either in a stacked format as shown in the Main Store entrance or linear format as shown in the Food Court entrance.
  • Here are some examples of what you can expect to see on your facilities as the transition is made from the previous canned illuminated standard to the new channel lettering using the “stacked” format.
  • …and using the “linear” format.Both versions are acceptable and will be determined by the site survey and the individual building restrictions.
  • Here you see examples of the new pylon and wall signs which will be used for the Exchange Mall, Mini Mall and Troop Store locations which have more than one service in the facility. An alternate pylon sign was developed for those locations which service only one business, such as a Distribution Center. The Wall Mounted Pylon sign shown on the right will replace our existing standard for Mainstreet Mall and Food Court listings. Like the current Mainstreet sign, most locations will utilized two signs – one featuring food brands which will be located to the right of the Food Court entry, and one featuring Service vendors which will be located to the left of the Main Store entry. As part of the rollout for Main Stores, existing pylon and wall signs will be adapted to reflect this standard.
  • Phase II: OCONUS PAC & EUR FMOs are actually in the process now of doing site surveys (extensive training)RE and MK will recommend designs based on survey information Walton will manufacture and ship to OCONUSInstalls will be arranged locally though FMOThe Branding recommendation was to execute MS first and branch stores secondary as the MS are the most prominent facility of our Brand. Walton will evaluate based on installation specifics if it is more economical to install all at once in remote locations but this will be determined on a case by case basis. Do not want to incure MS delays.Phase II: CONUS Branch Facilities Walton Signs to advise on best deployment and timelineTarget completion date for all facilities is end of FY 2012You can see by the renderings here, that our first preference is to implement the complete branding package which includes maintaining the R/W/B standard even at branch locations……CLICK
  • But we do have options available for those locations that get push back from command. This is an example of the compromise reached at the Tinker Express.
  • Transcript

    • 1. Arlen Miller
      Sr. Print Production Manager
      21 April 2011
      Marketing & Advertising
      Tabloids, Military Starand Exchange Branding
      Presented to:
      MWR Symposium
    • 2. Cooperative Advertising Efforts
    • 3. Cooperative Advertising Efforts
      MWR Tabloid Advertising
    • 4. Cooperative Advertising Efforts
      MWR Tabloid Advertising
    • 5. Cooperative Advertising Efforts
      MWR Tabloid Advertising
    • 6. Cooperative Advertising Efforts
      Fleet Graphics: 2011 Army Family Covenant
    • 7. Cooperative Advertising Efforts
      Fleet Graphics: 2010 Army Family Covenant
    • 8. Military Star Advertising
    • 9. Military Star New Look
      Magazine/Newspaper Advertising
    • 10. Military Star New Look
      Magazine/Newspaper Advertising
    • 11. Military Star New Look
      Integration into specialty tabloids
    • 12. Military Star New Look
      Integration into specialty tabloids
    • 13. Military Star New Look
      Integrating all phases of Promotion
    • 14. Promotions
    • 15. Quarterly Coupon Books
    • 16. Coupons Drive Sales
    • 17. Sales Promotion Metrics
    • 18. QR Codes
    • 19. QR Codes
    • 20. QR Codes
    • 21. Corporate Branding
    • 22. Objectives
      Goals:
      Align with our corporate strategy
      Express our corporate personality
      Convey our uniqueness in the industry
      Convey our relevance to our customer
      Create a tangible, timeless and emotional connection with our
      customers
      Align with our corporate strategy
      Impact:
      Increased, more frequent, repeat customer traffic
      Stronger sense of pride and connection to the Exchange
      Enhanced emotional connection to the Exchange
      Increased sales and earnings/generate greater dividends
      Making the Exchange our customer’s first choice in all their buying
      decisions
    • 23. Who We are
    • 24. New Corporate Logo
    • 25. New Tag Line
    • 26. Customer Sensing Sessions
    • 27. Online Worldwide Sensing Survey
      Findings
      Implications
      New logo
      Online and Print Redesign
      In-store
      2010© Kantar Retail
    • 28. Sensing Survey Results
      New Logo:
      Rated significantly better than current logo
      Positive language included; military, no tax, affordable, one-stop shopping, value and modern
      New logo engenders the meaning of the Exchange
      New Slogan:
      >84%
      Exterior Signing
      Positive language includes; military, one-stop shopping, modern and stylish
      In-Store Departments: Rated “significantly better” than current
    • 29. Exterior Signing
    • 30. Exterior Signing
      Ft. Bliss
      KMCC
      Tinker AFB
    • 31. Prototype Main Store
    • 32. New Main Store Design
    • 33. Tinker Floor Plan- Core Elements
    • 34. Entry Zone
      Tinker AFB
    • 35. Customer Service
      Tinker AFB
    • 36. PowerZone
      Tinker AFB
    • 37. Be Fit
      Tinker AFB
    • 38. Softlines
      Tinker AFB
    • 39. Home
      Tinker AFB
    • 40. Local MWR Programs
      Tinker AFB
    • 41. Central Checkout
      Tinker AFB
    • 42. Marketing Materials
    • 43. Business Collateral
    • 44. Store Associate Attire
      Standardized attire
      Branded shirts, khaki pant/skirts
      Multiple choices of shirt styles
      Button down, polo, various sleeve lengths.
      Sweater/Fleece branded outerwear
      At associate expense
      Exchange buys initial shirts and discounts pants/skirts
    • 45. Marketing the New Brand
    • 46. Marketing the New Brand
    • 47. Website Redesign
    • 48. Web Redesign
      Sept 2010- Phase I Launch
      Rotating Flash Promotions
      Mouse-over Navigation
      Promotional Scroll Bar
      Interactive Tabbed Interface
      Social Media Integration (in “Connect Online” Tab)
      Less Text
      Corporate Information
      Launched 26 March 2011
    • 49. Marketing the New Web Site
    • 50. Marketing the New Web Site
    • 51. Exclusive Brands
    • 52. Exclusive Brands Re Design
      Exclusive Brands Rollout:
      2010- Exchange Select, Patriot’s Choice, Simply Perfect
      2011- PBX Basic, PBX Pro, JW, Junction West, Decoded,
      Passports, Gumballs, R&R Casuals, Big Sky Outfitters
    • 53. Additional Key Departments
    • 54. Express
    • 55. Tinker AFB Express
    • 56. Military Clothing
    • 57. Anthony’s Pizza
    • 58. Program Status
    • 59. Tinker AFB Design Awards
      Design Awards
      RDI: 1st Place, Large Format Store
      Chain Store Age: Store of the Year
      GlobalShop: 1st Place, Mass Merchant
    • 60. Corporate Branding- Phase II
      Master Branding – Phase II
      Basic Branding Rollout | Projected completion 17 Sep 2011
      Execution – Short Term
      Travis AFB/Ft. Bragg North | 1st Q 2012
      2012
      West Point USMA
      Ft. Stewart
      Sheppard AFB
      Ft. Eustis
      Robins AFB
      Osan AB
    • 61. Program Next Steps
      Master Branding - Standard Operating Procedure
      Execution – Long Term
      Core Elements - Image Upgrades
      Best Practice Elements - New Construction
      Additional Key departments
      Military Clothing
      Express
      Services Mall
      Anthony’s Pizza
    • 62. Exterior Sign Roll-Out
    • 63. Branding Storefront Identity
      The storefront sign is a key component to introduce the Exchange brand to the customer. Scale, color, contrast, location and illumination all contribute to a recognizable storefront brand sign
      Tinker Brand Opening
      Ft Bliss Lifestyle Center
      KMCC
    • 64. New Sign Standards – Storefront
      Examples from the Branding “playbook” illustrate that every sign element will have specific guidance on its use and placement
      “Stacked” format
      “Linear” format
    • 65. Sign Examples – “Stacked” Format
      Wright Patterson
      Mountain Home
    • 66. Sign Examples – “Linear” Format
      Grand Forks
      MacDill
    • 67. Freestanding Pylon Sign
      New Sign Standards – Pylon Signs
      Wall Mounted Pylon Sign
    • 68. Phase II - Exterior Sign Roll-Out
      Phase II: OCONUS
      OCONUS site surveys
      Phase II: CONUS Branch Facilities
      Target completion date for all facilities is end of FY 2012
    • 69. Exterior Signs: Tinker Express
    • 70. Questions?

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