2. 2 Service Development Teamwork Performance Wellness Community
CONTENTS
» Executive Summary
» Localized Marketing Objective
• Grand Openings
• SNIAGRAB
• National Sports Center for Disabled
» Key Takeaways
» Recommendations
3. Service Development Teamwork Performance Wellness Community
EXECUTIVE SUMMARY
This summer, I worked on Grand Openings, SNIAGRAB, and helped
with events for the National Sports Center for the Disabled. All three
of these marketing campaigns were successful through localized
marketing – which is tapping into the hearts of communities and
using specific tactics that appeal to them. For example, at
SNIAGRAB we had relevant giveaways for avid skiiers such as
lanyards for their ski passes and mugs for hot chocolate. At Grand
Openings, we did giveaways of memorabilia that were relevant to the
community and made the weekend a fun event for the whole family.
Through our work with NSCD, we are able to help a cause that
recognizes how important physical activities are. Through these
campaigns I learned more about the value of community and how if
we connect with customers at a local level, we will make lifelong fans.
4. 4 Service Development Teamwork Performance Wellness Community
LOCALIZED MARKETING
» Objective: engage communities at a local level by
being involved in causes important to the
community. Create events that are relevant to
Sports Authority and the markets we are in.
» Tactics: Launching campaigns that are on a local
level relevant to communities we are involved with.
Partnering with organizations we are passionate
about whose values match ours.
5. 5 Service Development Teamwork Performance Wellness Community
GRAND OPENINGS
» Objective of Grand Openings: Open new Sports
Authority stores in new markets.
• Marketing Team Objective: Offer support to the store
during the weeks leading up to and the weeks following
the grand opening to drive traffic to the new store.
» Tactics: Athlete Appearances, Giveaways, Bounce
Back Coupons, Cash Cards, Price Points for
Popular Items
6. 6 Service Development Teamwork Performance Wellness Community
GRAND OPENINGS
» Community Marketing Representative Support
• Help CMRs interact with the local community to show them that Sports
Authority stores will make their community more fun and healthier
» Bounce back coupons, cash cards, giveaways
» Community Involvement
• Fun and family friendly activities at grand openings
» Friends and Family: allows family of Sports Authority employees to feel
like part of our family, thus building a community within our team
» Athlete appearances, giveaways, throw a football with local player
» Localized Marketing
• Athlete appearances to engage the local community to come out and
engage with local heroes
7. 7 Service Development Teamwork Performance Wellness Community
SNIAGRAB
» Objective: Annual ski and snowboard sale. Offer
discounts of up to 90% on ski and snowboard gear
• Marketing Team Objective: Drive traffic and excitement
to the annual 4-day ski and snowboard event at our
Broadway
• Offer vendor support for the 4-day event
• Drive excitement to the two week sale
» Tactics: Giveaways, Door Busters, Cash Coupons,
Relevant vendors
8. 8 Service Development Teamwork Performance Wellness Community
SNIAGRAB
» Hiring: SNIAGRAB hires over 500 temporary
employees from the Denver metro community
» Friends and Family preview: shows our
appreciation to our personal “fans” in the
community
» Vendors: companies that set up tents at
SNIAGRAB are mostly local ski resorts and
companies relevant to Colorado skiing and fitness
» Employee Engagement: SNIAGRAB is a chance for
Sports Authority team members to get out in the
field and interact with skiing enthusiasts
9. 9 Service Development Teamwork Performance Wellness Community
NATIONAL SPORTS CENTER FOR THE DISABLED
» Objective: create a lasting partnership with NSCD
to help them in their mission to support athletes
with mental and physical disabilities.
» Tactics: Donate our time and money through
Varsity Volunteers and partnerships at big events
such as Hal O’Leary Golf Tournament and Wells
Fargo Cup.
10. 10 Service Development Teamwork Performance Wellness Community
NSCD AND SPORTS AUTHORITY VALUES
» Bettering ourselves and the community
• Through Varsity Volunteers, we can see what really
matters in life and appreciate simple things like playing
football with Broncos players
» Partnership with NSCD matches with our values of
community and wellness
• Wellness – helping others play to make them happy,
healthy, and more productive
• Community – forming partnerships with causes that do
good in the community
» At golf tournaments also form closer relationships with our
vendors and make lasting fans
11. 11 Service Development Teamwork Performance Wellness Community
KEY TAKEAWAYS
» It is best to focus on a few key events and do them well
versus several events not well-executed
• There is excessive planning for Grand Openings, SNIAGRAB,
NSCD events and they all go well.
» Communication is the most essential tool for success
• Weekly touch-base meetings, Two-Minute Warnings, Project
Briefs are all examples of effective communication in the
marketing department
» Localized marketing is the best way to create lifelong fans
• Engages the community, puts a face to our brand, and allows
us to personalize marketing for each brand
12. 12 Service Development Teamwork Performance Wellness Community
RECOMMENDATIONS
» Overall, everything seems to run smoothly
• Great leadership, communication, respect, and work
ethic with everyone I have worked with.
» More cross-department interaction
• HR helps with hiring, ideas on how to drive excitement to
hiring events
