The document discusses Crocs' sponsorship strategy from 2006-2008. It began with NCAA sponsorships and the AVP tour to build awareness for its new shoe brand. In 2007, Crocs segmented its audience and identified key passion points to target, such as running, NASCAR, golf and outdoor sports. The sponsorship plan included over 300 events targeting 20 million onsite impressions and 40 million media impressions. Measurement found the program generated over 100,000 leads for future marketing. In 2008, Crocs deepened existing sponsorships and added new platforms to build on prior awareness growth.

1. 2007
Crocs Sponsorship Portfolio Case Study
The Evolution of a Brand
2006 - 2008

2. crocs?
o began with a unique shoe in 2003
o built global distribution and manufacturing platform
o created a recognized BRAND
o largest footwear IPO in history
o market value over $2B
o top 3 footwear manufacturer in world
o over 40 styles and 4 brands
o fast International growth

3. a new category
o brand recognized for comfort, function and style
o enabled by proprietary croslite™material
o wide range of uses and broad demographic appeal
o attractive retail price points
o established global distribution network
o over 11,000 US and 12,000 International doors
o over 80 global markets

4. initial experiential marketing
o 22 Division 1 NCAA Athletic sponsorships
o guerilla college campus teams
o stadium signage, athlete seeding, ads, etc.
o national retail activation: campus and retailers
o 20M+ impressions
avp|crocs tour
o title sponsor of tour
o 18 national events
o onsite coverage, interactive areas and retail
o strong media: 1B+ impressions, 285 TV spots
o national retail activation: Journeys and Dicks
crocs collegiate

5. avp|crocs tour

6. NCAA sponsorships

7. 2007 - The Evolution
Staying true to our roots while
pursuing target-relevant ubiquity

8. 2007 Planning
o Engage Marketing hired in late 2006 to
help develop 2007 sponsorship strategy
o Initial challenges include a “target
audience” of age 1 - 101
o Started with segmentation

9. 2007 Planning
o Broke broad audience into defined
segments
o By functional product usage
o Position Crocs as the ultimate “apres-sport shoe”
o Identified largest affinity opportunities

10. 2007 Planning
o Consumer segments / passion points for
sponsorship planning:
o Running / Endurance Sports
o NASCAR
o Golf
o Outdoor Lifestyle
o Winter Sports

11. Building The Platforms
o Once we identified our “passion platforms”
we then needed to structure our approach
o Started with our objectives
o Targeted awareness
o Experience the brand
o Experiential purchase opportunity
o Build a database for future CRM efforts
o Drive to e-tail / retail

12. Building The Platforms
o Managing Our Budget and Our Brand
o Needed to focus deals on highest-impact,
most cost-effective “inventory”
o Limited pool of funds needed to go a long way
o Wanted to maintain our authenticity and
credibility as an “emerging brand” - danger of
looking too “corporate”
o Needed to ensure the execution matched our
brand personality

13. Building The Platforms
o Managing Our Budget and Our Brand
o Minimized media inventory
o For cost / to maintain a grassroots feel
o Minimized traditional sponsorship signage
o Maximized on-site experiential opportunity
o Utilized on-site contact to sell, capture data and drive
traffic back to web / retail
o Activated in a fun way that added value back to the
consumer and represented the brand personality
o Utilized content from sponsorships on Crocs.com

14. The 2007 Plan At-A-Glance

15. Target-Relevant Ubiquity
o 300 events
o 20M+ onsite impressions
o 40M+ media impressions
avp
ncaa
the ski tour
nascar
golf
endurance tour
Dicks outdoor adventure tour
Outside magazine stay 30 forever tour

16. running / endurance

17. nascar

18. Golf

19. Outdoor Lifestyle

20. Outdoor Lifestyle

21. the ski tour

22. Measuring Success
100,000 total opt-in leads
for CRM program
Gauge total # of opt-in data
caps at event / click-though
rates
Drive to e-tail
On average, 86.9% of
people people surveyed
said they are more likely to
consider Crocs for a future
purchase
On-site surveysGenerate future purchase
considerations
X total event sales to dateTracking of event-specific
sales data
Create direct sales
opportunities at point of trial
1.3mm experiential
impressions to-date
Document total # of
experiential interactions -
field team event reports
Create opportunities for
product trial
16.7% of people surveyed
said they had never heard
of Crocs prior to the event
On-site survey question
“have you heard of Crocs
before?”/ “do you currently
own a pair”
Awareness
Results HighlightsMethodologyObjective

23. 2008 - The Evolution Part Deux
Going Broader and Deeper

24. Crocs Sponsorships 2008
o Deepened existing platforms and added
new ones