A marketing partnership was created between Reebok and Rockport Outlet Stores and two large national organizations whose member demographics matched the stores' target customers. Through the partnership, organization members received discounts when shopping at the outlet stores. This resulted in over $2 million in free advertising exposure and $15 million in increased sales over one year. Store managers reported that 85% of members who redeemed the discounts were new customers. The partnership drove new customers, increased sales, and created brand loyalty without requiring large marketing budgets or causing conflicts with other sales channels.

1. Creative Samples

2. Store Graphics:
Clean lines and images of shapes, colors and
textures drawn from nature create a
transformative retail shopping experience.

3. Exterior Signs:
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4. Signage & Collateral:
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5. Signage & Collateral:
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6. Signage & Collateral:
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7. Signage & Collateral:
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8. Public Relations:

9. Traffic Building Programs:
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10. Traffic Building Programs:
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11. Traffic Building Programs:
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12. Traffic Building Programs:
Presentation by town Selectman
Ribbon Cutting:
Patricia Queeney, Owner
Tony Agnitti, Building Owner
Mayor of Weymouth, Susan Kay
Partnership with local wine distributor to provide
and serve wine.

13. Alternative Media

14. Case Studies

15. We drive traffic & sales!
THE SITUATION: THE APPROACH: THE RESULT:
The Specialty Catalog Market research was conducted with the target •A successful test within the New
Corporation, manufacturer and audience and competitive brands to further England market led to a national
direct marketer of fashion wigs validate the business model, gain a better roll out in July, 2003.
for women, developed a new understanding of the marketplace, and to •1,700 authorized retailers enrolled
business model targeting salons identify opportunities or potential obstacles. within an 8-month period.
and health boutiques catering to With this knowledge, working directly with the •Market research led to the
the needs of women Vice President of Marketing an integrated development of an innovative
experiencing medically related marketing campaign was developed to product collection for the company
hair loss. introduce the Heart of Gold brand to target retail and the industry.
accounts, consumers and the medical
This client required the community. The scope of this project included:
assistance of an outsourced development of brand positioning, marketing
marketing professional to work strategy and execution, including: print
with their internal marketing team advertising, website development, consumer
to conduct market research, and education materials; retail employee training
oversee the development and materials, partnership programs with the
launch of the new brand. medical community, retail sell-in programs using
direct mail, catalogs and telemarketing;
customer service training, employee incentive
programs, program analysis and reporting

16. We drive traffic & sales!
THE SITUATION: THE APPROACH:
IMO, Independent Mobile, a new Based on the scope of this project, Impact
national multi-carrier mobile Marketing worked hand-in-hand with IMO’s
retailer developed a retail model Senior Management Team for an 18 month THE RESULT:
designed to take the confusion period. •Met extremely aggressive deadlines
and frustration out of purchasing and successfully launched two retails
a cell phone by helping Our first step was to conduct market research to stores on-time.
customers make informed gain a better understanding of the marketplace, •Developed all collateral, in-store
decisions when choosing the and the challenges consumers face when signage and operational materials to
phone and plan that best meets shopping for wireless phones. We then worked support store openings.
their needs. closely with the Senior Management Team to •Set-up turn-key fulfillment programs to
develop a marketing and PR campaign that replenish collateral materials and
Being a start-up IMO had limited would promote the IMO brand to both execute signage changes.
headcount and required the consumers and key influencers within the •Overcame headcount challenges by
assistance of an outsourced wireless community. selecting and retaining a strong network
marketing company to help them of vendors to help IMO effectively
launch their brand, open two Based on IMO’s limited headcount, we also execute marketing, visual, PR and
retail stores and create conducted a capabilities assessment and operational initiatives.
messaging that would effectively identified critical areas where outside resources •Tested marketing programs and
communicate their point of were needed to execute key initiatives. conducted analysis to determine most
difference. effective marketing mix for reaching key
consumers.
•Helped IMO build recognition of their
brand and acquire consumers in an
extremely competitive marketplace.

17. We drive traffic & sales!
THE APPROACH: THE RESULT:
Through extensive customer research and industry In year one, Reebok Outlet
analysis a comprehensive loyalty program was Stores achieved an 85% sign-up
developed and implemented. This card-based loyalty rate and added over 800,000
program offered customers who became members customers and their purchase
special benefits such as additional discounts on in- history to their database. This
store merchandise, advance notification of sales and transactional data was utilized to
events, information on new product introductions and create more targeted mail
exclusive coupon offers. POS modifications were also campaigns which led to a 150%
implemented so the retailer could track consumer increase in response over
purchases and build a relational database. In order to previous campaigns. Members’
effectively implement and execute this program at the average transactions were also
store level, comprehensive training materials were also 20% higher than that of non-
THE SITUATION: developed for Store Managers and Associates. The members and pilot stores
Reebok Outlet Stores were facing program was piloted in 40 stores. achieved a 4.2% sales lift over
comp store decreases and a non-pilot stores during the test
customer base that was more loyal period.
to a price point than to their brand.
They wanted to gain a better
understanding of their customer
base, build brand loyalty, increase
sales and profits and develop a
mechanism to effectively
communicate with their customers.

18. We drive traffic & sales!
THE SITUATION: THE APPROACH: THE RESULT:
Reebok & Rockport Outlet A creative solution was needed that did This partnership resulted in over $2
Stores faced lagging sales and hadnot require a large marketing investment million of free advertising exposure
limited marketing and did not create any channel conflicts. in the first year alone. These
funds to promote their In order to impact sales, this solution needed to drive programs generated $15 million in
stores nationwide. new customers to their stores. Analysis was conducted sales over a one year period. Store
Being the outlet arm of the and a profile of their existing customer base was Managers reported that 85% of the
company, they also faced developed. Research was then conducted on national members who came in stated “they
restrictions on how they organizations whose member base had never shopped their stores
could advertise their closely matched the demographics of before.” These programs
stores in order to avoid Reebok/Rockport’s customers and whose mission had also created brand loyalty
direct competition with their relevance to their industry. and drove repeat transactions.
wholesale accounts. Two major organizations were identified
and contacted. A partnership was created
where members of these organizations
received a discount when they shopped
their stores. In trade for offering
members this discount, these organizations agreed to
promote this offer to their members through their print,
direct mail and web
based advertising vehicles.

19. We drive traffic and sales!
THE SITUATION: THE APPROACH: THE RESULT:
Reebok Outlet & Full Price A comprehensive marketing tool kit These grass roots and
Stores were searching for cost was created for Store Managers that outreach programs drove
effective ways to drive traffic contained turn key programs to drive over $10 million in sales on
and increase sales by traffic and sales. These programs an annual basis. The
leveraging their employee base could be tailored to meet specific flexibility & turn-key nature
and taking advantage of the opportunities within each marketplace. of these programs enabled
unique opportunities that each The marketing kit also contained Reebok to take advantage
store’s marketplace held. information and guidelines on how to of unique opportunities
properly execute these programs. within each marketplace
Outreach programs that leveraged while minimizing the impact
Reebok’s employee base and their to the budget. The point-
network of friends and family were also based incentive program
developed to drive traffic and sales. created excitement,
An incentive program was created to sustained momentum, and
support these grass roots and outreach maximized participation in
programs which rewarded managers these programs.
and associates for the sales
contributions their efforts brought to
their store. This incentive program,
enabled managers and associates to
earn points based on the volume of
revenue they generated. These points
could be used to redeem a variety of
prizes from a customized catalog.