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The Edwards Project presentation
- 20. SCOPE & PURPOSE TheCreation & Management of Team-Specific In-Store Point-of-Purchase & .com/Social Media Assets to Provide a Consistent Message The Coordination & Management of Multiple Fan Tee Programs to Expand Brand Partnerships & Awareness The Coordination & Management of In-Store Activation/Retailtainment Events to Make the Brand a Consumer Experience
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- 23. TIMING & ACTION *Exampleof Timing & Action Calendar for POP Project
- 24. FOLDED TEE SPINNER •Graphic card inserts to display fixture content • Delivery 1: 2/01 – 99 Schools/1,188 Art Set-Ups/0 Cards Shipped to 337 Stores* • Delivery 2: 6/01 – 160 Schools/1,908 Art Set-Ups/10,024 Cards Shipped to 812 Stores • Art Demand Time: 464 hours TEAM-SPORTS POINT-OF-PURCHASE • Team-Specific Signage to support team brands & product • Delivery 1: 2/01 – 88 Schools/88 Art Set-Ups/1,920 Signs Shipped to 858 Stores • Delivery 2: 6/01 – 369 Schools/864 Art Set-Ups/50,680 Signs Shipped to 3,725 Stores (527 Team Valley Stores/3,198 Non-Valley) • Delivery 3: 10/15 – NHL: 22 Teams/22 Art Set-Ups/5,148 Signs Shipped to 578 Stores • Art Demand Time: 325 hours CAMPAIGN HEADER CARD INSERTS • Seasonal Marketing Campaign Signage added to support existing POP • Delivery 1: 2/01 – “Rock Your Colors” – 1 Art Set-Up/1,920 Signs Shipped to 858 Stores • Delivery 2: 6/01 – “College Colors Day” – 1 Art-Set-Up/42,586 Signs Shipped to 3,148 Stores IN-STORE POP *Folded Tee Spinner Cards did not ship for 2/01 Delivery WALMART ART TIME # of Teams TOTAL Art Created Minutes Per File TOTAL Time (Minutes) TOTAL Time (Hours) TOTAL Time (Weeks) SPINNER INSERTS 259 3,096 15 46,440 774 19 IN-‐STORE POP 479 974 20 19,480 325 8
- 25. WEB SUPPORT SUMMARY Webimagery created to support .com & brick & mortar product, while reinforcing the marketing message.
- 26. IN-STORE POP ROLLED-TEE SHIPPER •Corrugated Shipper Displays to gain incremental sales outside of traditional retail space • Test Program Delivery: 7/15 – 26 Schools/Generic Art Set-Up/ Shipped to 37 Stores • Average POS – 68.39% ST
- 27. IN-STORE POP PALLET SHIPPER •Corrugated Pallet Fixture Displays to gain incremental sales outside of traditional retail space • Delivery 1: 1/15– “Rock Your Colors” – Shipped to 148 Stores • Delivery 2: 5/01 – Father’s Day – Shipped to 172 Stores • Delivery 3: 6/15 – “Wear Your College Colors” 1 – Shipped to 148 Stores • Delivery 4: 7/15 – “Wear Your College Colors” 2 – Shipped to 148 Stores • Delivery 5: 12/31 – NHL Stadium Series – Shipping to 60 Stores • Average POS increase from LY – 12% • Art Demand Time: 60 hours MEIJER ART TIME # of Programs TOTAL Signs Created Minutes Per File TOTAL Time (Minutes) TOTAL Time (Hours) TOTAL Time (Weeks) PALLET SHIPPERS 5 15 240 3,600 60 1.5
- 28. IN-STORE POP PROGRAM TABLESKIRTS • Printed table skirts that wrap around the base of the display tables that support the product • Delivery: 8/15 – “College Colors Day” Table Skirts • Generic Skirts – 1 Art Set-Up/442 Skirts shipped to 306 Clubs • School Specific – 16 Art Set-Ups/240 Skirts shipped to 110 Clubs • Average POS increase from LY – 27% • Art Demand Time: 136 hours SAM'S ART TIME # of Teams TOTAL Signs Created Minutes Per File TOTAL Time (Minutes) TOTAL Time (Hours) TOTAL Time (Weeks) TABLE SKIRT 17 34 240 8,160 136 3.5
- 29. IN-STORE POP PROGRAM PALLETWRAPS • Printed wraps that encompasses a quad display of pallets that support the product • Delivery 1: 1/15 – Collegiate “Rock Your Colors” – Shipped to 303 Warehouses • Delivery 2: 6/01 – Collegiate Father’s Day – Shipped to 333 Warehouses • Delivery 3: 6/01 – NHL Father’s Day – Shipped to 52 Warehouses for 22 Markets • Delivery 4: 8/15 – NHL Face-Off – Shipped to 71 Warehouses for 22 Markets • Delivery 5: 9/05 – Collegiate “College Colors” – Shipped to 336 Warehouses • Delivery 6: 11/15 – Collegiate “Holiday Cheer” – Shipping to 303 Warehouses • Delivery 7: 11/15 – NHL Holiday – Shipping to 118 Warehouses for 22 Markets • Art Demand Time: 448 hours RACK-FIXTURE SIGNAGE • Printed panels to hang over temporary racking system that contains the product • Delivery 1: Collegiate Father’s Day – Shipped to 110 Warehouses • Delivery 2: 6/01 – NHL Father’s Day – Shipped to 19 Warehouses for 9 Markets • Art Demand Time: 80 hours • Highlight – Collegiate Father’s Day Average ST%: 56.15% COSTCO ART TIME # of Teams TOTAL Signs Created Minutes Per File TOTAL Time (Minutes) TOTAL Time (Hours) TOTAL Time (Weeks) PALLET WRAPS 56 112 240 26,880 448 11 FIXTURE DISPLAYS 10 20 240 4,800 80 2
- 30. IN-STORE POP DISPLAY VINYLBANNERS • School specific large vinyl banner displayed over Merchandise • Delivery: 7/15 – 15 Schools/35 Banners Shipped to 40 Stores KMART/GDC ART TIME # of Teams TOTAL Signs Created Minutes Per File TOTAL Time (Minutes) TOTAL Time (Hours) TOTAL Time (Weeks) VINYL BANNERS 15 15 240 3,600 60 1.5
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- 32. PROGRAM INITIATIVE • Partneringwith Licensors to create Brand Awareness & excitement through a specific item that generates pride, celebrates a game or promotes a cause. • Number of Fan Tees 2014: 4 • Number of Fan Tees 2015: 9 • Average Lead Time: 12 Weeks • Combined Average ST% (Wk 33 Data): 53.33%
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- 35. PROGRAM TRACKING 2015%FAN%TEE%PROGRAMS 10/21/15 PROGRAM'NAME STYLE'#COLOR LOGO'CODE(S) SYSTEM'LOGO'CODE CHANNEL'OF'DISTRO WHOLESALE'/'SUGG' RETAIL ROYALTY MARKETING'FEE HANG'TAG'REQUIRED UNITS'SHIPPED SHIP'DATE GAME'DATE MISC 2015%Florida%Official%Fan% Shirt%4%MASS Q0MCA20DKA%Short4 Sleeve%100%%Cotton%Open4 End%Tee RYL%4%New%Royal 24Location%Screenprint:% P006990%4%FC%CH008%/% P006991%BN%NK001 2O9 SCWC%(Mass) $7.50%/%$14.99 12% $1.30%per%unit%from% Wholesale Yes%4%Supplied%by%Knights% Apparel 7,332'TOTAL'(2,102'MID'/' 5,220'MASS) 7/1/15 Season4Long%Shirt%/%1st% Home4Game%09/05/15 Inaugural%Shirt.%Soft%Launch%for%Spring%Game.%Hard%Launch% for%07/01/15.%Support%with%Retailtainment%at%Walmart% (potentially%prior%to%the%1st%Home%Game%on%09/05/15). 2015%Florida%Official%Fan% Shirt%4%MIDBTIER B0MCA1RDVC%Short4 Sleeve%100%%Cotton%Ring4 Spun%Tee GMC%4%Gun4Metal% Charcoal 24Location%Screenprint:% P006990%4%FC%CH008%/% P006991%BN%NK001 2O9 Mid4Tier $9.00%/%$22.00 12% $1.13%per%unit%from% Wholesale Yes%4%Supplied%by%Knights% Apparel 7,332'TOTAL'(2,102'MID'/' 5,220'MASS) 7/1/15 Season4Long%Shirt%/%1st% Home4Game%09/05/15 Inaugural%Shirt.%Soft%Launch%for%Spring%Game.%Hard%Launch% for%07/01/15.% 2015%Vanderbilt%Anchor% Down%Tee%4%CRACKER' BARREL'ONLY Q0MCA20DKA%Short4 Sleeve%100%%Cotton%Open4 End%Tee TBK%4%True%Black 14Location%Screenprint:% P007040%4%FC%CH008 1C6 Mass%Market%4%Exclusive% to%Cracker%Barrel%for%1st% Year. $7.50%/%$14.99 12% $1.30%per%unit%from% Wholesale No 756 7/1/15 Season4Long%Shirt%/%1st% Home4Game%09/05/15 Inaugural%Shirt.%Shipped%to%Cracker%Barrel%ONLY. 2015%Tennessee%Tough%4% MASS Q0MCA20DKA%Short4 Sleeve%100%%Cotton%Open4 End%Tee HOR%4%Heated%Orange 24Location%Screenprint:% P007020%4%FC%CH008%/% H000363%BK%4%CH004 2GU SCWC%(Mass) $7.50%/%$14.99 12% $1.30%per%unit%from% Wholesale Yes%4%Supplied%by% Tennessee 19,714'TOTAL'(2,484'MID' /'17,230'MASS) 7/1/15 Season4Long%Shirt%/%1st% Home4Game%09/12/15 Support%with%Retailtainment%at%Walmart%(potentially%prior%to% the%1st%Home%Game%on%09/12/15). 2015%Tennessee%Tough%4% MIDBTIER B0MCA1RDVC%Short4 Sleeve%100%%Cotton%Ring4 Spun%Tee GMC%4%Gun4Metal% Charcoal 24Location%Screenprint:% P007020%4%FC%CH008%/% H000363%BK%4%CH004 2GU Mid4Tier $9.00%/%$22.00 12% $1.12%per%unit%from% Wholesale Yes%4%Supplied%by% Tennessee 19,714'TOTAL'(2,484'MID' /'17,230'MASS) 7/1/15 Season4Long%Shirt%/%1st% Home4Game%09/12/15 2015%Alabama%Built%by% Bama%4%MASS Q0MCA20DKA%Short4 Sleeve%100%%Cotton%Open4 End%Tee PBG%4%Pro%Brick%Garnet 24Location%Screenprint:% P007018%4%LC%CH003%/% P007019%4%BK%CH004 2LM SCWC%(Mass) $7.50%/%$14.99 12% $1.30%per%unit%from% Wholesale Yes%4%Supplied%by%Knights% Apparel 17,010 7/1/15 Season4Long%Shirt%/%1st% Home4Game%09/12/15 Soft%Launch%for%Spring%Game.%Hard%Launch%7/01/15.%Support% with%Retailtainment%at%Walmart%(potentially%prior%to%the%1st% Home%Game%on%09/12/15). *Snapshot of Fan Tee Tracking Document
- 36. SUMMARY • Bringing BrandAwareness directly to the Consumer by creating an interactive & memorable experience. • Number of Events 2014: 3 • Number of Events 2015: 10 (5 Russell Exclusive Events) • Typical Lead Time: 12 Weeks 2015 WALMART RETAILTAINMENT EVENTS TEAM Alabama Tennessee Florida Notre Dame Arkansas -‐ STORE GRAND OPENING STORE (#715 Tuscaloosa) ( #4167 Knoxville) (# 1081 Gainesville) (# 2678 Miswaka ) (# 5250 Rogers) OPPONENT OLE MISS OKLAHOMA ECU USC N/A GAME DATE 9/19/15 9/12/15 9/12/15 10/17/15 N/A DATE IN STORE EVENT 9/17/15 9/10/15 9/10/15 10/15/15 10/14/15 DEADLINES/MILESTONES 8/13/15 8/6/15 8/6/15 9/10/15 10/12/15 STORE MGR Sonya Lim Janet Bales Mark Kircher 2678 -‐ Chris Carr N/A SHOPPER EVENT COORDINATOR Cyndi Dodson Cyndi Dodson Cyndi Dodson Cyndi Dodson Marybeth Holden ASSETS Cheer Team, Mascot, Radio-‐Remote, Food & Beverages, Inflatable Games and Give-‐Aways Cheer Team, Mascot, Former Coach, Ticket Raffle, Radio-‐Remote, Food & Beverages, Inflatable Games and Give-‐ Aways Cheer Team, Mascot, Radio Personality, Radio-‐Remote, Food & Beverages, Inflatable Games and Give-‐ Aways Radio-‐Remote, Food & Beverages, Inflatable Games and Give-‐Aways Mascots, Cheer Team & Dance Squad. Provided transportafon to & from Event KA FIELD REP Brian Walker Brian Walker Tonya Kirby Brian Walker Steve Shag
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- 39. RESULTS • 2015 POSDATA (Non-Russell Exclusive Events) • University of Florida – 9/09/15 • Up 26% VS LY on Day of Event • Up 83% VS LY for Week of Event • University of Tennessee – 9/09/15 • Up 92% VS LY on Day of Event • Up 139% VS LY for Week of Event • University of Alabama – 9/17/15 • Up 156% VS LY on Day of Event • Up 72% VS LY for Week of Event • University of Notre Dame – 10/15/15 • Up 46% VS LY on Day of Event • Up 65% VS LY for Week of Event