Adrenalin - agency overview


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Adrenalin has helped many organizations realize their branding goals through effective campaigns, bringing a real value to the company and a real ROI to their branding investment. Contact us today to see how we can help you make your brand more valuable.

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Adrenalin - agency overview

  1. 1. 54 West 11th AvenueDenver, Colorado
  2. 2. Table of Contents Adrenalin Overview Introduction................................................................................................2 Mission........................................................................................................3 About Us.....................................................................................................4 How We Work.............................................................................................7 Services We Offer........................................................................................8 Client List....................................................................................................9 References................................................................................................. 10 Creative Approach Defining a Brand........................................................................................ 11 Brand XP Process........................................................................................ 12 Case Studies...................................................................................... 16 Portfolio Brand Standards.........................................................................................22. Collateral....................................................................................................23 Event & Stadium Signs................................................................................25 Package Design..........................................................................................27 Brand Identity.............................................................................................29 I 1
  3. 3. Adrenalin OverviewIntroduction Adrenalin, Inc., founded Our years of results-driven Adrenalin’s success goes in 1997, is a full-service marketing experience, beyond our creative skills. Brand Expansion agency combined with a deliberate, We pride ourselves on with experience ranging straightforward approach, agency professionalism from a multitude of uniquely enable us to that is second to none. diverse clients within the develop, expand and To us, this means projects sports and entertainment differentiate brands for are completed on time and industries. Specializing organizations across the within budget, while offering in strategic branding country. Adrenalin effectively a working environment that and ma keting—over the delivers marketing platforms consistently builds years we have worked with that efficiently allocate long-term relationships. hundreds of high profile marketing resources sports, entertainment, and maximize return on lifestyle and consumer investment. Staying on top of product companies on current trends in technology projects ranging from and advertising mediums, identity development to Adrenalin strives to offer the full campaign production, latest in strategic marketing planning and launch. consultation to match the needs of our clients. The Adrenalin Way: Creativity, Experience, Professionalism, RESULTS. I 2
  4. 4. Adrenalin OverviewMission To consistently provide a platform for our clients to accomplish revenue objectives through brand expansion, creative design, strategic thinking and innovative solutions. I 3
  5. 5. Adrenalin OverviewAbout Us Dan Price Principal/President A co-founder of and many others triumph in Since his graduation from Adrenalin, Dan their marketing efforts. The Art Institute of Colorado, has served as Dan has enjoyed a illustrious Creative Director Dan honed is creative and career and continues to since the agency’s leadership skills while share his experiences with inception in 1997. serving as the Creative other marketing and sports His sports industry Director for the Denver professional through public experience, brand Nuggets/Colorado Avalanche speaking and mentoring development and later, Ascent Sports. programs. He serves on the methods and ability to During his tenure, Dan Denver Steering Committee understand client objectives oversaw the branding of for the National Sports are keys to Adrenalin’s the teams through the Marketing Network and the clients’ success. Recognizing development of their Advisory Council for the the branding needs of marketing campaigns. It Sports and Entertainment Adrenalin’s extensive list of was during this time that Management program at national and local clients, Dan gained a wealth of the University of Colorado, Dan led the charge in the experience and 
contacts Denver Graduate Business development of Adrenalin’s throughout the industry. School. proprietary BRAND XP Those contacts would later process — a three-step serve as the foundation Dan enjoys snowboarding, process that starts with necessary to start Adrenalin. cycling, hiking and fishing a detailed analysis of an with his wife and two organizations needs and daughters. concludes with a complete campaign launch and execution. Under his direction, the talented members of Adrenalin’s team have helped the Los Angeles Kings, Chicago Fire, Harlem Globetrotters, Denver Broncos, Phoenix Coyotes I 4
  6. 6. Adrenalin OverviewAbout Us Rick Fillmon Principal/Vice President As a company With over 25 years Rick is a graduate of The co-founder and experience in creative, Art Institute of Colorado Vice President information technology, and continues to explore of Business fiscal management and new technology, Operations at supervisory rolls, Rick communication and Adrenalin, Rick gained “in the trenches” marketing options for brings a variety experience working with Adrenalin through of strengths to the Denver Nuggets and educational classes the agency. His Colorado Avalanche. There and seminars. operations oversight ranges he discovered his passion from strategic planning for sports and entertainment As a Colorado native, Rick to creative, design and creative work, after having is an avid outdoorsman and production, along with previously worked more than enjoys spending time fishing, estimating, scheduling and a decade with companies hunting and camping with management. He is involved specializing in customer family and friends. in all facets of projects at retention programs and Adrenalin. Either working direct mail marketing for direct with clients, internally Fortune 1000 companies. with co-workers or managing vendor relations, Rick tries to approach every task with insight and visualization needed to achieve the goals of our clients. I 5
  7. 7. Adrenalin OverviewAbout Us Bryan Kimbell Director, Account Strategy & Business Development As the Director of Bryan brings years of In addition to Bryan’s duties Account Strategy marketing, strategic at Adrenalin, he is an active and Business partnership, retail and member of the National Development, management experience Sports Marketing Network, Bryan introduces to Adrenalin. Before the Colorado Chapter of and explores Adrenalin, he built up his the American Marketing new business skills through sponsorship Association and a regular relationships, and sales for a participatory speaker for the Rocky directs the account sports organization. He Mountain MicroFinance strategy and progression has also held roles within Institute. from within the agency. His professional and non- project management and profit sports organizations, Bryan enjoys spending oversight is a vital part of providing a unique time outside with his the success for each client, perspective that provides wife and dog, most of maintaining the necessary insight into execution on the the time camping, hiking, level of strategic perspective ground level as well as top- snowboarding, and sailing. and coordinating with our line business sense. creative team to connect Bryan holds a Bachelor of all the pieces for the client. Arts in Communication from Bryan also leads strategic the University of Arizona insights and social media and a Master of Science in consultation services for Management, specializing Adrenalin clients. in Sports Management and Values-Based Leadership from the Daniels College of Business at the University of Denver. I 6
  8. 8. Adrenalin OverviewHow We Work ACCOUNT CLIENT ROLE IN MANAGEMENT: CREATIVE PROCESS: Adrenalin maintains an Although Adrenalin has the open-book format to the expertise to develop and CLIENT agency-client relationship. launch brand identities, Working alongside key client much of the process relies decision-makers, Account on the participation of key Directors are the primary client team members along contact for the client and the way. By combining act as the internal project the knowledge from your manager for Adrenalin, organization with our proven working alongside the Brand Expansion process, Strategic, Creative, Design, we create strong results that and Production teams exceed client expectations. ACCOUNT to deliver on-time and DIRECTOR TION within budget. Through STRAT developing truly enjoyable DUC relationships with our clients EGY PRO we understand their needs and anticipate their requests. CRE ATIVE N DESIG I 7
  9. 9. Adrenalin OverviewServices We Offer At Adrenalin, we offer a in-House Partner Contractor full range of services from strategic insight through final execution and delivery ACCOUNT MANAGER • of your brand’s message. Because every client has CREATIVE • different needs, we often assemble a team custom- COPYWRITING • • built to achieve the best possible results. Every step DESIGN • • of the way, your projects are overseen by our most senior MEDIA PLANNING • • people. We’ve found that this allows us to bring top-notch MEDIA BUYING • • talent, in every discipline, to every project, while INTERNET STRATEGY • • • delivering excellent value. SOCIAL MEDIA • RESEARCH • • MARKETING ANALYST • • PRODUCTION PRINT • RADIO • VIDEO • I 8
  10. 10. Adrenalin Overview Our PartnersFrom California to New York Anschutz Entertainment Group Encore National Basketball Association U.S.A. Cycling(and everywhere in between) Altitude Sports EnRisk National Congress of State Games U.S.A. Figure SkatingAdrenalin works closely with American Alpine Club Fort Collins Professional Baseball Club National Hockey League U.S.A. Hockeyorganizations throughout Arapahoe Basin Ski Area FORZA Fitness & Performance National Lacrosse League U.S.A. Ski Teamsports and entertainment. Arizona Sundogs Hockey Club Fox Sports Rocky Mountain New York Titans Lacrosse U.S.A. SnowboardingProvided is a partial list of Assoc. of Collegiate Water Polo Coaches Game Face Marketing Nike U.S.A. Triathlonour past and current clients: Bandimere Speedway Gilco Sports and Entertainment Marketing Northwest Missouri State U.S.A. Volleyball Bonfils Blood Center Gold Crown Foundation NYC2012 U.S.A. Wrestling Bonneville International Harlem Globetrotters Pactimo U.S.A. Water Polo Bozeman Icedogs Hockey Club International Hockey League Phoenix Coyotes Hockey Club University of Arizona Broomfield Event Center JoAnn B. Ficke Cancer Foundation Pigeon Mountain Industries University of Colorado Bicycle Colorado KeyBank Pikes Peak International Raceway University of Denver Chicago Fire Soccer Club Laredo Bucks Hockey Club Professional Bowlers Association University of Nevada at Las Vegas Chicago Red Stars WPS Laredo Law Arena Football Club Qwest Communications University of Texas at San Antonio City of Longmont, Colorado Legacy Sports Reynolds Cycling Visit Aurora Cleveland Indians Baseball Club Leisure Trends Group Seattle Mariners Baseball Club Wasserman Sports College Hockey America Lincoln Financial Media Seattle Supersonics Basketball Western Athletic Conference Colorado Avalanche Hockey Club London Knights Hockey Club Seeds For The Future Western Collegiate Hockey Association Colorado Mammoth Lacrosse Los Angeles Avengers Indoor Football Sixth Man Marketing Women’s Professional Soccer Colorado Sports Hall of Fame Los Angeles Dodgers Baseball Club SportsLink Work In Sports Comcast Cable Los Angeles Kings Hockey Club Sportcraft XP Events Continental Basketball Association Major League Baseball Players Alumni Stadium Management Company Dallas Mavericks Basketball Club Major League Soccer Team Racing Auto Circuit DAZBOG COFFEE Company MESCH Commercial Real Estate Texas Collegiate League DAZBOG COFFEE Franchises Maricopa County Sports Commission The INTERNATIONAL Golf Tournament DeBartolo Sports University Metro Denver Sports Commission The Mountain West Conference Network Denver Broncos Football Club Metropolitan Football Stadium District TITAN GAMES (USOC) Denver Nuggets Basketball Club Minnesota Wild Hockey Club Turnkey Sports Dundee Resort Development Momentum Sports & Entertainment United States Olympic Committee eBags Mountain Collegiate Baseball League U.S.A. Boxing Edge Sports & Entertainment Munich Barons Hockey Club U.S.A. Bobsled & Skeleton I 9
  11. 11. Creative ApproachBrand There’s more to a brand than meets the eye. A brand is a promise. It’s a feeling. It’s the first thing that people think when they think of you. That’s why it’s critical that your brand be as powerful, as truthful and as captivating at possible. At Adrenalin, we understand all aspects of building and strengthening brands. Over the next few pages, we’ll show you how we put that knowledge to work. II 11
  12. 12. Creative ApproachBRAND XP TM Brand XP is Adrenalin’s proprietary process for establishing powerful brands. Through a three step process: Analyze, Build and Convey, we help you reach your goals BRAND XP by defining the brand TM foundation, developing solid creative elements and delivering your message to your target audience. AN We call it Brand XP. LYZ Y N VE CO A E You’ll call it genius. BUILD II 12
  13. 13. Creative Approach BRAND XP TM – AnalyzeAt Adrenalin, we don’t like to rely on guesswork. A brand is too important for that. So we’vedeveloped a five-step process for understanding where a brand is today and where it needs tobe tomorrow. It’s how we develop a winning game plan for every client. 1 UNDERSTANDING YOUR organization + 2 YOUR BRAND UNDERSTANDING + 3 YOUR BRAND OF INTEGRATION + 4 IDENTIFY FUTURE BRAND GOALS = 5 Defining the gapTaking a look at what makes you ‘tick’, We will explore the various tangible and Exploring how you currently integrate your With an understanding of your The Brand Analysis Report identifies thewe will study what is at the foundation intangible expressions of your brand, from brand and story throughout all channels of organization’s foundation, brand make-up, gap between current integration and futureof your brand. what you look and feel like to communication. and how it has been integrated, we will goals, and provides recommendations for how you tell your story. explore future goals for the brand. adjustments to the enhancement, • Marketing management and communication • Mission Statement Tangibles • Advertising • Equity of your brand. • Vision Statement • Positioning • PUBLIC RELATIONS • Image • Position Statement - Target Market (Deliverable) • Events • Personality • Core Values - Value Proposition - Key Messages • Promotions • Structure • Culture - Key Differentiators • INTERNAL • Growing Target Market • Brand Extensions • Brand Elements • Positioning - Name - Logos - Tag line - Color palette - Graphics - Fonts Intangibles • Personality - Associations - Characteristics • Brand Affinity - Loyalty - Awareness - Recognition II 13
  14. 14. Adrenalin Overview Creative Approach BRAND Brand XP TM – BuildOnce we have a solid strategic foundation, we can create the elements that will convey theessence of your brand to all of your audiences. We then ensure that we’ve achieved the goalsthrough testing. After all elements have been established, we show you how to use andprotect your brand for maximum impact. 1 BRAND development + 2 TESTING BRAND = 3 BRAND STANDARDS GUIDEBased on the Brand Analysis Report, Research using qualitative and quantitative A culmination of the organization’swe will address any applicable changes methods to measure if the new elements foundation, brand elements, andto your brand foundation, elements, convey the desired essence of the brand. personality provide the necessary toolsand personality. and direction to tell the story while Positioning protecting the integrity of the brand. foundation • Target Market (Deliverable) • Mission Statement • Value Proposition • Vision Statement • Key Message Brand Standards Guide • Position Statement • Key Differentiators • Organization foundation description • Core Values • logo usage guide • Culture • ollateral development guidelines C Brand Elements • MessagE STYLE • Name • Identity usage • Logos • ersonality trait guidelines P • Tagline • Graphics • Color palette • Fonts • Graphics • Slogan • Fonts • Tagline Brand Personality • creed • Message style • Slogan • Creed • Communication traits II 14
  15. 15. Creative Approach BRAND XP TM – ConveyIn today’s crowded media environment, it’s more complicated than ever to make sure thatyour message is heard by the right people at the right time. At Adrenalin, we put just as mucheffort into delivering your message as we put into developing it. 1 Laying the Campaign Foundation + 2 ConceptsCampaign Creative Development + 3 STANDARDS Guide Campaign = 4 campaign ExecuteWith a thorough understanding of your Matching the foundation of the campaign After we have reached consensus on a Once the various communication vehiclesorganization’s past marketing suc- with effective creative, we will develop creative direction, a guide is created that are assessed and selected, media buys arecesses and challenges, we will integrate the look and feel of a campaign with the outlines all of the unique elements, and the made and a schedule is set for the run ofour knowledge of marketing and identify objective of identifying and reaching rules to follow, specific to the campaign. the campaign, we get to work on thean approach for a campaign that focuses on measurable goals for your (Optional Deliverable) execution of the campaign.closing your Brand Gap. branding efforts. (Deliverable) Campaign Usage Guide Develop Measurable Present VIDEAS Traditional advertising Campaign Goals • CAMPAIGN logo usage guide • Awareness Research/ testing • ollateral development guidelines C • TV, Radio, Outdoor, Print • Revenue Modify/Refine/Integrate • MessagE STYLE Print collateral • Internal Culture campaign into creative • ersonality trait guidelines P • orporate ID, Brochures, C • Photo treatments Post cards Determine integration • Graphics and reach of brand Public Relations throughout campaign • Fonts • composition Promotions • Third Party • Slogan • Guerrilla Marketing • Community Relations • Public Relations • Tagline Social Media • Advertising • creed • Networks, Blogs, Groups • Social Media Virtual • Web sites, E-Newsletters, Online advertising, Mobile Internal Communications • emos, Print/electronic M newsletters, Handbooks II 15
  16. 16. Case Studies Bandimere SpeedwayWHO: Bandimere Speedway, a 52 year-old family-operated drag racing track located near Denver, CO. Goals Set: “Racing vehicles down the 1. Relevant quarter mile at speeds over 300NEED: Although the marketing staff at Bandimere was currently active on the Internet and some social media spaces, they were not following a 2. Approachablestrategy nor did they set specific goals to obtain through their efforts. Their true need was a comprehensive internet and social media strategy to miles per hour takes a team of 3. Accessiblebecome relevant, approachable and accessible to all drag racing fans, potential fans and corporate partners. skilled and educated individual Situational Analysis: all working together to makeAPPROACH: Adhering to the Brand XP process, Adrenalin began by analyzing Bandimere’s current online branding situation. Considerations were • sure that maximum horsepowermade in regards to the amount of time and effort that was afforded each of the platforms previously set up. During this phase Adrenalin also worked • Facebook is achieved to compete at thealongside Bandimere to determine achievable goals for the current and upcoming seasons to base the measurements of success for the strategic • MySpace highest level. The brand expan-Internet and social media plan. • Twitter • E-Mail Marketing sion team at Adrenalin workingBOTTOM LINE: Adrenalin made specific recommendations that could make an initial splash and build momentum throughout the remaining events • Texting Club closely with our marketing staffof the 2010 season. After just 15 short weeks of strategic use of web based assets, Bandimere Speedway was able to accomplish quite a bit and • Digg has provided that same horse- • power to our internet and socialshowed increased traffic, interaction and participation numbers on nearly all of the Internet and social media platforms which they were involved. • Flickr media marketing. Through • YouTube ChannelKey differences and findings: partnership with Adrenalin we• ncreased Web Site Marketing Effectiveness: An independent third-party website grader program from rated the overall marketing I Tactics Set: have not only achieved measur- effectiveness of in the 74th percentile on May 19, 2010, just a few short weeks before Adrenalin made recommendations for some • Domain(s) able results, but have developed changes. As of August 27, 2010 the grade increased to the 86th percentile. • Splash Page Look/Functionality strategies and goals to continue Number of Google Indexed pages increased by 84% - • Conversion Forms our success.” • URL Page Naming - What this means: As Google web crawlers index page content, there are now 143 more pages on that are being • Photo Management searched. Google automatically scans for key words on each site that are now searchable, resulting in search engine optimization on an • E-Mail Marketing John Bandimere organic level within the site. • Banner Advertising General Manager - Inbound links increased 275% • In-Bound Link Management Bandimere Speedway - bookmarks now found on search results • ocial Media Management S - Traffic Rank increased from the top 5.245% of sites to the top 2.03% of all web sites* Content • ecommended Tools for Time Efficiency R• Social Media Sites show increased participation numbers: Measurement - Facebook “likes” up 17% from July 1, 2010 to August 30, 2010 - Twitter followers up 23% - organically grown without auto-follow programs Measures Set: - YouTube Channel views up 59% of the “BandimereSpeedway” channel • conversion tracking B - YouTube video views up 34% • ncreased interaction through social I media sites • re-event ticket sales increase for major P events in 2010 2011 III 16
  17. 17. Case Studies Arapahoe BasinWHO: Arapahoe Basin Ski Area, a Colorado ski area. “Last season, Adrenalin played a significant role in making ARAPAhoE BASINNEED: After helping to successfully brand and market Arapahoe Basin’s addition of Montezuma SKI THE SNowSPoRTS ANdBowl during the 2007-08 ski season, A-Basin needed continued support in establishing them- the launch of Montezuma LEGEND RENTAL gUIdEselves as an easily accessible, family friendly yet challenging, affordable way to ski Colorado. Bowl a tremendous success. Outdoor Billboard Due to their creativity, experi- RENTAL EQUIPMENT • Print advertisements • Pass design ence and the impressive impact 134 99 Adult/Child Ski and Snowboard Packages $ Get your equipment slopeside. Our Rental Shop offers a great selection of ski and snowboard gear for all ages, including helmets. • Television advertisements • Web site design they made in the marketplace Take advantage of our demo packages and try this year’s latest gear from Rossignol, Volkl, K2 and Nordica. Base n’ Edge Tuneshop • Outdoor advertisements • Web site advertisements last year, this season we asked A-Basin brings you state-of-the-art Montana tuning equipment in the THE LEGEND Base n’ Edge Tuning and Repair Shop, conveniently located slopeside, LEGEND THE LEGEND THE LEGEND downstairs from the rental shop. • On Mountain advertising • POS signage D THE LEGEND THE LEGEND THE Seasonal Lockers 3 sin Adrenalin to THE LEGEND THE LEGEND THE LEGEND spearhead the THE LEGEND THE LEGEND THE LEGEN Rent a locker in the Winter Sports Building for the 2011–12 season. Contact us at 888-ARAPAHOE for more information. • Brochures and trail map • Shuttle bus graphics entire ski area marketingAPPROACH: Adrenalin and Arapahoe Basin rolled with the success of the 2007-08 Montezuma campaign.”Bowl campaign, integrating specific creative elements to establish a new look and feel while THE LEGEND THE LEGEND THE LEGEND THE LEGEND THE LEGEND THE LEGEN ArApAhoe BA THE LEGEND THE LEGEND THE LEGEND FSC Placeholder THE LEGEND THE LEGEND THE LEGENDemphasizing what sets A-Basin apart from other ski resorts in Summit County. Leigh Hierholzer PEPSI_H1_4C_NB Lift tickets Director of Marketing and Communications, BrochuresExtensive market and consumer research revealed that A-Basin was generally thought of as a Arapahoe Basin Ski Arealocal’s only mountain. One of expert terrain, and unlike most other resorts in terms of limitedlodging for destination skiers. Adrenalin and A-Basin worked to cultivate perceptions highlighting you ’ll love our dispositionthe mountain’s terrain expansion with the addition of Montezuma Bowl in 2007, length of season Save up to 39% » Fully tranSFerable Enjoy Arapahoe Basin, located 68 miles from Denver, for less than $45 a day. And with last(the longest in CO), accessibility to and from Denver, diverse terrain, affordable daily lift tickets year’s addition of Black Mountain Express high-speed quad chairlift you’ll get to our groomed runs, bowls, chutes and glades in less than three minutes. That’s half the time it took in the past. Use all three lift tickets yourself or share them with friends.and season passes, additional parking and shuttle services as well as new structural additions. To purchase: please take this package to the register and exchange it for the quantity of tickets you wish to purchase. Do not remove this package from the store.Through mediums including the redesign and creation of A-Basin’s new Web site, TV, radio, print This package contains no tickets and is not valid for Arapahoe Basin Admission. experience the legend » Arapahoe Basin voted This package contains no tickets and is not valid for Arapahoe Basin Admission. Reader Resort Survey 2012 » Top Ten LEGEND THE LEGEND in “Character” Valid for the 2011-12 season. No black out dates. Lift ticket is valid at Arapahoe Basin only. the best of the best by SKI Magazine readers D THE LEGEND THE LEGEND THE Void if reproduced or restricted by law. Resale of lift ticket is unlawful. ©2011 Arapahoe Basin. All rights reserved.and outdoor advertising as well as on-mountain signage, the 2008-09 campaign has begun to LEGEND THE LEGEND THE LEGEND THE LEGEND THE LEGEND THE LEGENsaturate the market. The consistency of all materials within the campaign has helped to give THE LEGEND THE LEGEND THE 888.ARAPAHOE ARAPAHOEBASIN.COMA-Basin more of a polished look while maintaining focus on the history and preserving the attitude Special Promotion Material Print Advertisementsof the mountain.BOTTOM LINE: Arapahoe Basin received tremendous feedback regarding the success of the2007-08 Montezuma Bowl campaign. As the relationship between A-Basin and Adrenalin contin-ues to grow, along with the circulation and acceptance of the 2008-09 campaign, success will bemeasured in overall financial goals, feedback from customers, Web site traffic as well as increasedvisitors to the mountain. In January 2009, Arapahoe Basin experienced its best revenue day inover 40 years. The mountain was also named among the Top 5 Telemark Ski Mountainsin Colorado. Website III 17
  18. 18. Case Studies LOS ANGELES KINGSWHO: National Hockey League (NHL) Club “The Adrenalin team has NATIONAL HOCKEY LEAGUE proven themselves as aNEED: Strategically coordinate a multi-tier brand evaluation in order to help the Los Angeles The Time Is Now OFFICIAL 2012Kings stand out in an over-saturated market by establishing themselves as a result-driven valuable part of the GUIDE organization focused on their fans, community, corporate partners and players. RECORD “We picked the perfect LA Kings season—it’s their best chance LA Kings’ team, we to win the Stanley Cup since Wayne Gretzky’s heydey” mike richards #10 espN/, Bill simmons Olympic GOld medalist BOOK Nhl all-star • Brand Standards Guide • Season Ticket Collateral look forward to continuing Outdoor Billboard 10 MIKE RICHARDS • Print advertisements • Web site branding elements • Television advertisements • Digital advertisements the relationship with • Outdoor advertisements • POS signage Adrenalin and the Enhance your lifestyle with a • In-arena advertising • Brochures and sales materials Crown Club membership results they create.” • Ticket design LOS ANGELES KINGS HOcKEy cLub STAPLES center, 1111 South Figueroa Street, Los Angeles, cA 90015 23 DUSTIN BROWN 32 JONATHAN QUICK BrochuresAPPROACH: Adrenalin and the LA Kings got to work analyzing all aspects of the brand. Chris McGowen Chief Operating OfficerUtilizing fan based focus groups, internal personnel interviews with staff, players and upper Los Angeles Kings Hockey Clubmanagement, researching the Los Angeles consumer and studying past and current marketingstrategies throughout the NHL market. Extensive research revealed that although the LA Kingsbrand is embraced by loyal fans, it’s lost in the LA market. By establishing a set foundation, Media GuideAdrenalin helped the LA Kings executive leadership define their Core Values, as well as createmeaningful, lasting Mission and Vision statements. Once the LA Kings as an organization haddirection, the creation of a new marketing campaign to change the team’s perception in the Season Ticket Designmarket was clear. Pride=Passion=Power was developed in an effort to emotionally engage theteam’s true believers... the fans. The campaign suggests that all members of the LA Kings team(including their fans) represent the mental (Pride), emotional (Passion) and physical (Power)necessary to achieve success in the NHL. 2011/2012BOTTOM LINE: As the relationship between the LA Kings and Adrenalin continues to grow, the STUDENTimpact of not only the Pride=Passion=Power campaign, but the entire evaluation and branding ofthe organization as a whole will come to fruition. In the short time since the campaigns’ develop- NighTS 17ment, Pride=Passion=Power has been widely adopted by fans, media and corporate partners. The starting at $success of the campaign is already taking shape, with a 200% increase in season ticket holders ($34.50 value)(year-over-year from 2008-9 to 2011-12 seasons) and overall attendance at all LA Kings gameson the rise as well. (group Tickets start at $14) for a full schedule or t0 purchase tickets Visit WWW.lakings.coM/student Brand Style Guide Season Ticket Design III 18
  19. 19. Case Studies DENVER BRONCOSWHO: National Football League (NFL) team. “We chose AdrenalinNEED: Develop a method to maintain the brand value and current position of the Denver Broncos because they take a trulywithout relying on the on-field success. comprehensive approach toAPPROACH: Utilizing the passion of Broncos fans, Adrenalin developed a fan-centric extensionof the Broncos brand; “Broncos Country.” Our Brand building sports brands...Expansion process determined the following steps: Adrenalin has succeeded in 1. Analyze the current position of the Broncos in the region. designing a campaign that Logo Outdoor Billboards 2. etermine the appropriate method through which the organization would have great D enables each of our results within a set budget. constituencies – fans, 3. Build the idea of “Broncos Country” through capturing and expressing a prevailing attitude that was already in existence. Executed through simple partners and the team statements and a matter-of-fact tone that was incontestable within the itself – to feel at home in Denver market. Broncos Country.” 4. reate an entire campaign image and messaging with related accompanying brand C standards guide for Broncos’ corporate partners to use in their Steve Harbula marketing efforts. Deliverables included: Director of Marketing • Logo design Denver Broncos • Brand standards guide • Television advertisement creative direction • Outdoor advertisements • Development of “Broncos Country” creedBOTTOM LINE: The campaign’s launch was immediately accepted and appreciated by the fans,as it was woven into almost all elements of the team’s marketing efforts, including everythingfrom advertising, corporate marketing activation, to game presentation. Further, the grass rootsaspect of the campaign has enabled Broncos fans everywhere to participate at multiple levels ina viral fashion. Outdoor Flag Banners Outdoor Bus Stops Outdoor Bus III 19
  20. 20. Case Studies DAZBOG COFFEEWHO: Twelve-year old, regional coffee company in Denver, CO “...Adrenalin knows how toNEED: Complete Brand Development for a start-up company launched in 1997 in a highly build brands and marketingcompetitive industry: strategies that drive revenue. • Position • Merchandise design Adrenalin is a valued • Name • Web site design DAZBOG partner and Logo • Logo • Advertising creative • Brand standards guide • Package design its services will directly • Vehicle graphics • Public relations support the success of • POS signage • Store graphics our franchisees.” Outdoor BillboardAPPROACH: Adrenalin developed a brand that separated DAZBOG from the competition. In a Anatoly (Tony) Yuffacoffee industry of comfortable and whimsical themes, we introduced DAZBOG as a strong coffee Chief Executive Officerbrand with an intriguing story that sparks curiosity amongst coffee drinkers: World Grown Russian DAZBOG COFFEE COMPANYRoasted Coffee™. The approach included: 1. reating an image that illustrated the unique story of the owners, Anatoly and Leonid C Yuffa, two brothers who fled Russia to embark on the American Dream. 2. eveloping a truly unique brand standards package that unified the D image across all media. 3. Execution of the story throughout all customer interaction.BOTTOM LINE: DAZBOG is a sustainable brand that has been built into a great American Vehicle Graphicssuccess story. 1. Approaching 13 years as a successful coffee roaster and franchise operation. 2. Over 25 locations in Colorado, California and Arizona. 3. Franchise area operations have been sold across the country. 4. AZBOG Coffee is now ranked among the top 3 brands sold in King Soopers D locations throughout Colorado. 5. hosen to be featured in a Paramount Pictures feature film, “Imagine That” C starring Eddie Murphy. Package Design Posters III 20
  21. 21. Case Studies USA TRIATHLONWHO: The National Governing Body (NGB) for triathlon in the United States. “USA Triathlon underwentNEED: An overall USAT brand platform that unifies various internal departments and multiple a significant overhaul to itsagendas to maximize marketing resources and triathlon participation. branding campaign a few years ago. It would not haveAPPROACH: After conducting numerous internal brand exploratory sessions, USAT andAdrenalin honed into the critical brand elements that collectively make for an ongoing, consistent been nearly as successfulcampaign. Further, a set of processes have been established to prevent departmental deviation without Adrenalin leadingfrom the brand. Key elements of our efforts included: the way for us. Not only have • evelop a truly unique branding platform that unified the unique position of USAT and D their dedicated membership across all media. they designed new logos but • xecute the story throughout all customer interaction - in-event, print, outdoor, online. E they have created script for • reate a stronger internal process for all departments to filter their projects through, C advertising and supported a thereby creating a consistent look and messaging for all events and efforts. plan that includes a myriadBOTTOM LINE: USAT now has an effective and cost-efficient “palette” of marketing tools to of design elements that haveconsistently convey one message across all USAT marketing initiatives. hit the multi-sport world by 1. hrough five years of working with Adrenalin, USAT grew in membership from 50,000 to T storm. Adrenalin has been well over 90,000. Logos a significant part of USA 2. embership retention percentage among the highest it ever had been in the history of M the organization. Triathlon’s growth over the 3. SAT was able to bring their creative in-house by using the palette and processes U past decade.” developed by Adrenalin. Tim Yount Senior Vice President, Marketing and Communications USA Triathlon Print Ads Publications III 21