1. THE
CLUB
BOYS

2. Confidential // 20162
33% 75%
$28T1.2B Women in Global Workforce
78% Bachelor’s Degrees Earned
Consumer Spending Controlled
Married Women are Breadwinners
$18T Female Purchase Power
Luxury Spending Controlled by Women
Women / By the Numbers
Source: BCG: Women Want More, 2009
EY: Women Make All the Difference in the World, 2015
Vocalic Poll on Female Fandom, 2015
EY’s Women: The Next Emerging Market, 2015

3. Confidential // 2016
60%
56%Women Respond Best to Storytelling
Women Pre-Plan Purchases
38%
3
28% Purchases Influenced by FamilyHyper Personalization Trending
Willing to Try Something New Brand Loyal to Products
Source: Latinum Network Study 2016
Mintel Beauty Report 2015
Female Consumers / By the Numbers

4. Confidential // 20164
Point of View / The Opportunity
85% of S&E Merchandise Purchased by Women
BUT!
Reflective of Women’s Product Purchases
ONLY
THE OPPORTUNITY
Focus on developing female fandom for teams, leagues and brands though
the tenants of beauty/CPG marketing techniques to better communicate with
the female audience and incentivize her to enhance her fandom.
15%

5. Confidential // 20165
Point of View / The Value
THE RESULTS
The conversation of casual fandom to committed fandom and a significant
uptick of incremental revenue. No fluff. Real revenue.
+2% $20MM
Conversation in Female Fandom Incremental Revenue Gain

6. Confidential // 20166
The Boys Club / Mission
We are a curated collection of subject matter experts focused on the
distinct needs of the female consumer across sport, entertainment,
music and lifestyle.
The Boys Club offers tailored consultative services in the disciplines
of growth strategy, revenue enhancement, content programming and
merchandising development.
We are built on the unique premise that women are the most
valuable yet under served demographic in the marketing landscape.
The future is female.

7. Confidential // 20167
Research & Insights Strategy & Planning
Partnership Sales Activation Services
The Boys Club / Capabilities
State of the Brand
Target Development & Refinement
Ongoing Industry Trend Analysis
360 Degree Marketing Approach
Sponsorship Asset Audit
Revenue Enhancement Guidance
Package Development
Third Party Alignments
Program Cost Offsetting
Retail Placement
Content Development
Experiencial Programming

8. Confidential // 20168
Patterns.
Methodology / The Process
1. Primary Research
2. External Insights
3. Proprietary Data

9. Confidential // 20169
Purpose.
Methodology / The Process
1. Define Objectives
2. Generate Profiles
3. Compose Strategy

10. Confidential // 2016
Plan.
10
Methodology / The Process
1. Develop Road Map
2. Navigate Priorities
3. Implement Process

11. Confidential // 2016
Partner.
11
Methodology / The Process
1. Go-to-Market Planning
2. Measurement Capture
3. Develop the Team

12. Confidential // 201612
Case Study / The St. Louis Blues
THE ASSIGNMENT
The Boys Club was engaged by the St. Louis Blues (NHL) to examine,
development and design strategy to better speak and convert female fans

13. Confidential // 201613
Case Study / The St. Louis Blues
THE ANALYSIS
The Boys Club found that the St. Louis Blues should more clearly define their
female targets and created two additional fan profiles to help better speak to
their current and potential female fans

14. Confidential // 201614
Case Study / The St. Louis Blues
THE TOOLS
The Boys Club developed a proprietary filter to assist the St. Louis Blues in
evaluating and ranking planned marketing initiatives to better reach the
defined fan profiles. The filter led to the reduction of over-messaging and a
renewed focus on the team’s growth objectives

15. Confidential // 201615
Case Study / The St. Louis Blues
THE RESULTS
Utilizing The Boys Club’s proprietary filter, St. Louis Blues prioritized the
development of two key marketing initiatives to better reach the revised fan
profiles. The Boys Club was retained to develop “Blues Flavor” local restaurant
engagement and “50 Acts of Kindness” community outreach activation.

16. Confidential // 201616
The Boys Club / Experience