The document discusses several initiatives by RadioShack to increase consumer awareness and drive traffic to stores: 1) A grand opening process supported over 100 store locations in 2014 and led to a 74% sales increase in Boston. 2) Participation in Maker Faires helped position RadioShack as a DIY destination and engaged over 7,000 people in building projects. 3) A partnership with US Cellular aimed to increase rural store traffic through incentive programs and targeted marketing campaigns. Each initiative provided tools, processes and customized support to stores for local marketing efforts.

1. Objective
• Increase consumerawareness in the community and drive incremental traffic to new stores by
following a timelined processforall marketing elements
Strategy
• Maintain and fostercommunicationbetween the home officeand field teams for all grand
opening marketing elements and events
Tactics
• Implementa new processto arm stores with home officesupport
• Work closelywith marketing and store operationteams to ensure alignment
• Build detailed marketing guides and checklists to provide additional support
Results
• Supported more than 100 locations in 2014
• On-site in key locations leading grand opening teams and activations
− April 2014 Bostonactivation:
− 74% increase in sales over LY since April 9
− 87th in the company in sales volume from April 9 through 14 (4300 total corporate locations)
Grand Opening Process: Summary
1

2. Grand Opening Process: Creative Examples
2
A-Frame $10 off $40 Coupon Handout
Sticker
Military Discount Handout College Discount Handout

3. Grand Opening Process: Social Engagement
3
Boston Grand Opening Event:
• Trained and managed street teams
• Gift bags awarded to customers that shared
or posted their RadioShack engagements
on their Twitter, Instagram, or Facebook
accounts using the #mynewradioshack
hashtag

4. Objectives
• Increase consumer awareness of DIY (Do It Yourself) and Maker product assortments within
RadioShack stores
• Position RadioShack as a DIY destination in major markets
Strategy
• Leverage RadioShack involvement and sponsorships with Maker Faire events
• Increase awareness of RadioShack as a DIY destination
• Build and foster relationships within the DIY community in major markets
Tactics
• Plan events and projects for the 2014 California and New York Maker Faires
• Direct DIY activity booths
• Oversaw soldering activities where customers could build their own projects using RadioShack parts and
tools
• Promote product awareness through pop-up stores and phone repair stations
• Work in partnership with local field teams to assist at events and build relationships
CA & NY Maker Faire Results
• Assisted over 7000 people in building their own DIY projects
• Total sales pop-up store sales of $14,000
2014 CA & NY Maker Faire: Summary
4

5. 2014 CA & NY Maker Faire: Summary
5

6. Objective
• Drive incremental traffic and sales to Corporate and Dealer Franchise locations within rural
markets by aligning with a popular Mobile carrier
Strategy
• Fosterand supporta strategic partnership between US Cellular and RadioShack
Tactics
• Develop incentive programs and promotions to drive traffic into RadioShack locations carrying
US Cellular
• Focus on geo-targetedemail and social media elements
• Develop larger marketing campaigns for key dates and launch periods
• Follow up on each monthly campaign to analyze and improve strategy if needed
Results
• Each targeted campaign’s ROI was reviewed to determine the strengths and weaknesses of the
marketing efforts
US Cellular Launch: Summary
6

7. US Cellular Launch: Creative
7
Radio script from December 2014
Campaign:
“And now a holiday update from U.S.
Cellular:
This season get swept away with great
holiday discounts on the latest devices
at select RadioShack locations.
Plus, you’ll get U.S. Cellular’s reliable
network coverage that works where
others don't, and national coverage
where you need it most.
Visit your local RadioShack for U.S.
Cellular at [ADDRESS].
Certain restrictions apply. See store
for details.”
Email from February
2015 Campaign:

8. Objective
• Allow stores to build and customize their own handouts and flyers for local marketing events and
promotions without focused supportfrom the Home Office
Strategy
• Partner with IT, Marketing and Operations to create a unique corporate-approved toolfor field
teams to create a customized flyerat the store level
Tactics
• Build a comprehensive database of SKUs and products as well as holiday and event themed
options for stores to chose from to create truly customizable marketing materials
• Ensure automatic SKU pricing based on planned sale and clearance schedules
• Limit access to Managers and Assistant Store Managers to monitor the amount of handouts
produced
Results
• Reductionin feedbackand field requests formarketing and advertising support
• Overall satisfactionat the field level for the ability to have ownership marketing elements
• Increased successof local marketing promotions and initiatives
“Build A Handout” Tool: Summary
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9. Build A Handout: Creative
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The bottom of the handout is specific to each
store- displaying store number, address, and
phone number as well as standard advertising
legal information for product, programs, etc.
SKU descriptions, prices, and images NOTE: If the
product is on sale or clearance this will be
highlighted with the original price below.
Customizable headers and “valid dates” for
promotional events. In addition, built in placement
for various program messaging (EX: RadioShack
SmartPay program).