In Fall 2017, I pitched Tommy's Box, a subscription box service for USC Athletics that enables USC fans to channel their school spirit to further engage with the brand and creates additional revenue for the organization.

1. USC SUBSCRIPTION BOX

2. INSIGHT

3. INSIGHT
PEOPLE
INSIGHT LAUNCHPROMOTION Q&ABOX
enjoy surprises
prefer convenience
like gifts
PEOPLE
USC FANS
BOX
love “FREE” stuff

4. INSIGHT USC FANS
INSIGHT LAUNCHPROMOTION Q&ABOX
love game days
take pride in USC
PEOPLE
USC FANS
BOX
{alums • students • staff • community members}
defined as

5. INSIGHT SUBSCRIPTION BOX
INSIGHT LAUNCHPROMOTION Q&ABOX
PEOPLE
USC FANS
BOX

6. INSIGHT SUBSCRIPTION BOX
INSIGHT LAUNCHPROMOTION Q&ABOX
PEOPLE
USC FANS
BOX
took off in 2012 because of this
started in 2010 with BirchBox

7. THE BOX

8. TROJAN CRATE
USC BOX
SC PACKAGE
TROJAN BUNDLE
TROJAN KIT
TROJAN PACKAGE
SACK OF TROY
TROJAN CARTON
USC PACKAGE
TROJAN SACK

9. Tommy’s Box
Your delightful dose of SC

10. Tommy’s Box
AT A GLANCE
INSIGHT LAUNCHPROMOTION Q&ATOMMY’S BOX
CONCEPT
CONTENT
PRICING
A monthly subscription-based package
filled with the latest USC gears
and merchandise.

11. Tommy’s Box
WHAT’S IN IT?
INSIGHT PROMOTIONTOMMY’S BOX
CONCEPT
CONTENT
PRICING
JAN
- earphones
- sunglasses
- socks
FEB
- water bottle
- towel
- drawstring
MAR
- keychains
- hat
- koozie
APR
- foam finger
- pillow
- mug
MAY
- lanyard
- beanie
- flag
JUN
- padfolio
- banner
- tote bag
JULY
- jersey
- pins
- card USB
AUG
- phone
sticker
- poster
- teddy bear
SEP
- wall decals
- heat bag
- shot glass
OCT
- dog tag
- blanket
- pens
NOV
- calendar
- card holder
- phone case
DEC
- ornament
- santa hat
- alex lais
Each will also come with
- A card + postcard
- Selected USC newsletters
- A Mystery Gift ticket
- A Golden Ticket*
- Samples of 3rd Party Partner
LAUNCH Q&A

12. Tommy’s Box MYSTERY TICKET
INSIGHT PROMOTIONTOMMY’S BOX
CONCEPT
CONTENT
PRICING
Ticket that receivers have to show up to
selected USC Athletics games that month to
exchange for their mystery prize. Value of $20+
THE GOLDEN TICKET
- Only about 4-8% each month get it.
- Start at high % and reduce to low % to
generate interest.
- Contains redeem code that receivers have
to go online to select the free predetermined
prizes OR offers to be shipped or given to them
(maybe w/ shipping cost)
LAUNCH Q&A

13. Tommy’s Box
INSIGHT PROMOTIONTOMMY’S BOX
CONCEPT
CONTENT
PRICING
THE GOLDEN TICKET
- Limousine rides to game days
- Walk with the team through tunnel
- Sideline pass/Field access/VIP seats
- Swim in Alex Lais’ pool
- Signed game ball
- Free parking for a month during football season
LAUNCH Q&A

14. Tommy’s Box
INSIGHT PROMOTIONTOMMY’S BOX
CONCEPT
CONTENT
PRICING
HOW ARE WE GONNA MAKE $$?
COMPETITORS’ PRICINGS
LAUNCH Q&A

15. TOTAL
$15
Tommy’s Box
INSIGHT PROMOTIONTOMMY’S BOX
CONCEPT
CONTENT
PRICING
HOW ARE WE GONNA MAKE $$?
PRICING STRUCTURES
Monthly: $20 + taxes (S&H)
Yearly: $200 + taxes (S&H)
THEY SAVE $40! It pays to be committed!
COST OF BOX
COGS: $10
Labor: $3
Pkging: <$1
Promo: $1
HYPOTHETICALS (1000 people)
(1000*12*20) – (1000*12*15) = $60k
(1000*200) – (1000*12*15) = $20k
HYPOTHETICALS (1000 -> 500)
(1000*6*20) + (500*6*20) – (1000*6*18) – (500*6*18) = $18k
(based on
1000 people)
(1000*6*20) + (500*6*20) – (1000*6*19) – (500*6*19) = $9k
LAUNCH Q&A

16. PROMOTION
STRATEGIES

17. TARGET CONSUMERS
PROMO
STRATEGIES
EVENTS
ONLINE
PARTNER
MAIL
TARGET

18. Wealthy USC Alums
• USC Class of ‘83 & ‘88
• Married another USC alum
• Started a successful fashion line of her own
• Net household income $125k
• Actively participates in USC activities with husband (games, HC
weekend, etc)
DEBORAH, 49

19. Parents of USC Students
• Married with 2 daughters who both attend USC
• Huge Trojan family obviously
• Net household income $103k
• Actively participates in USC activities (Trojan Family Weekend)
• Season pass holder
• Friend with Alex Lais through undisclosed source
DAN, 52

20. Passionate USC Athletics Fans
• Born and raised in South LA
• Now resides in Pasadena
• Season pass holder
• Can recite all USC Heisman winners by heart
• Net household income $90k
• Actively participates in USC activities
RICHARD, 35

21. PROMO
STRATEGIES
INSIGHT PROMOTIONTOMMY’S BOX
EVENTS
ONLINE
PARTNER
MAIL
TARGET
EXPERIENTIAL MARKETING
ST EVENTS
GAME DAYS
ORIENTATIONS
SCendOFF
ALUMNI EVENTS
RETAIL SAMPLING
LAUNCH Q&A
MAIL SAMPLING

22. PROMO
STRATEGIES
INSIGHT PROMOTIONTOMMY’S BOX
EVENTS
ONLINE
PARTNER
MAIL
TARGET
DIGITAL MARKETING
SOCIAL MEDIA
WEBSITE
VICTORYMAIL
ALUMNI/FANS FB GROUPS
LAUNCH Q&A
GOOGLE ADS

23. PROMO
STRATEGIES
INSIGHT PROMOTIONTOMMY’S BOX
EVENTS
ONLINE
PARTNER
MAIL
TARGET
PARTNERS ITEMS SAMPLING
LAUNCH Q&A
SPORTS CLIP
JETBLUB
3rd PARTY CAN INSERT THEIR
ITEMS AS VALUE-ADDED
SERVICES

24. PROMO
STRATEGIES
INSIGHT PROMOTIONTOMMY’S BOX
EVENTS
ONLINE
PARTNER
MAIL
TARGET
GET THEM THE OLD FASHIONED WAY
LAUNCH Q&A
BROCHURES or PROMOTIONAL MATERIALS
Should arrive in a nice, card-stocked,
and presentable manner.
Hotels leave a little chocolate
after every cleanup. It’s not much
but it’s a nice gesture.
INCLUDE A SMALL BUT NICE GIFT

25. LAUNCH

26. LAUNCH
INSIGHT PROMOTIONTOMMY’S BOX
TIMEFRAME
GAIN TRACTION BEFORE LAUNCH
LAUNCH Q&A
• June – August: EXPERIENTIAL
• Bring samples of Tommy’s Box to events
• Sell the idea to targeted audience but
announce that they can’t get it…YET
• To find out more, they have to sign up for
newsletter.

27. LAUNCH
INSIGHT PROMOTIONTOMMY’S BOX
TIMEFRAME
GAIN TRACTION BEFORE LAUNCH
LAUNCH Q&A
• Sept - Nov: RAMPING UP
• Same thing as before, they still can’t get
it...YET
• Online, experiential, and mail marketing at
full force.
• Announce that they can start signing up &
pay in DECEMBER

28. LAUNCH
INSIGHT PROMOTIONTOMMY’S BOX
TIMEFRAME
GAIN TRACTION BEFORE LAUNCH
LAUNCH Q&A
• Dec: COLLECT SIGNUPS & PAYMENTS
• Target signups for Jan: 1000 people
• Collect payments through retail events,
online, and other forms of interaction with
targeted consumers.
• Allow selected consumers to receive
Tommy’s Box beforehand (Soft launch)
• Jan: LAUNCH OF TOMMY’S BOX

29. Q&A