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Military Star and Exchange Branding Presentation
- 1. Arlen Miller Sr. Print Production Manager 21 April 2011 Marketing & Advertising Tabloids, Military Starand Exchange Branding Presented to: MWR Symposium
- 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
- 18. QR Codes
- 19. QR Codes
- 20. QR Codes
- 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
- 25. New Tag Line
- 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
- 32. New Main Store Design
- 33. Tinker Floor Plan- Core Elements
- 34. Entry Zone Tinker AFB
- 35. Customer Service Tinker AFB
- 37. Be Fit Tinker AFB
- 39. Home Tinker AFB
- 40. Local MWR Programs Tinker AFB
- 41. Central Checkout Tinker AFB
- 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
- 54. Express
- 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
- 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?
Editor's Notes
- 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.