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Mktg aafes - maximizing partnerships

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Mktg aafes - maximizing partnerships

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

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