mktg aafes - maximizing partnerships
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Tabloids, Military Starand Exchange Branding
Presented to:MWR Symposium
Arlen MillerSr. Print Production Manager
21 April 2011
Marketing & Advertising
Cooperative Advertising Efforts
Cooperative Advertising Efforts
MWR Tabloid Advertising
Cooperative Advertising Efforts
MWR Tabloid Advertising
Cooperative Advertising Efforts
MWR Tabloid Advertising
Cooperative Advertising Efforts
Fleet Graphics: 2011 Army Family Covenant
Cooperative Advertising Efforts
Fleet Graphics: 2010 Army Family Covenant
Military Star Advertising
Military Star New Look
Magazine/Newspaper Advertising
Magazine/Newspaper Advertising
Military Star New Look
Integration into specialty tabloids
Military Star New Look
Integration into specialty tabloids
Military Star New Look
Integrating all phases of Promotion
Military Star New Look
Promotions
Quarterly Coupon Books
Coupons Drive Sales
Sales Promotion Metrics
QR Codes
QR Codes
QR Codes
Corporate Branding
Objectives
Goals:Align with our corporate strategy Express our corporate personalityConvey our uniqueness in the industryConvey our relevance to our customerCreate a tangible, timeless and emotional connection with ourcustomersAlign with our corporate strategy
Impact:Increased, more frequent, repeat customer trafficStronger sense of pride and connection to the ExchangeEnhanced emotional connection to the ExchangeIncreased sales and earnings/generate greater dividendsMaking the Exchange our customer’s first choice in all their buyingdecisions
Who We are
New Corporate Logo
New Tag Line
Customer Sensing Sessions
Reactions to and descriptions of the new logo skewed positive. Shoppers approved of the proposed exterior design
Implement usage of the new logo, renovate store exterior
“You Save Money, We Give Back” resonated with shoppers
MWR benefits and low-cost are key drivers
Shoppers found the proposed Exchange homepage more “inspiring” and “pleasing” than the current website
Implement the proposed Exchange website to facilitate an easier online shopping experience
The military imagery on the catalog cover was received most positively by Exchange shoppers compared to other options
Utilize military imagery not only in the catalog, but online and in-store
Shopper attitudes about lifestyle and department expectations were positive but varied by the department in question
Prioritize department remodeling: new and improved furniture, athletic and Power Zone departments can drive traffic
New logo
Online and Print
Redesign
In-store
Findings Implications
2010© Kantar Retail
Online Worldwide Sensing Survey
Sensing Survey Results
New Logo:Rated significantly better than current logo Positive language included; military, no tax, affordable, one-stop shopping, value and modernNew logo engenders the meaning of the Exchange
New Slogan: >84%
Exterior SigningPositive language includes; military, one-stop shopping, modern and stylish
In-Store Departments: Rated “significantly better” than current
Exterior Signing
Exterior Signing
Tinker AFB
Ft. Bliss
KMCC
Prototype Main Store
New Main Store Design
Tinker Floor Plan- Core Elements
Entry Zone
Tinker AFB
Customer Service
Tinker AFB
PowerZone
Tinker AFB
Be Fit
Tinker AFB
Softlines
Tinker AFB
Home
Tinker AFB
Local MWR Programs
Tinker AFB
Central Checkout
Tinker AFB
Marketing Materials
Business Collateral
Store Associate Attire
Standardized attire Branded shirts, khaki pant/skirts
Multiple choices of shirt stylesButton down, polo, various sleeve lengths.
Sweater/Fleece branded outerwearAt associate expense
Exchange buys initial shirts and discounts pants/skirts
Marketing the New Brand
Marketing the New Brand
Website Redesign
Web Redesign
Sept 2010- Phase I LaunchRotating Flash PromotionsMouse-over NavigationPromotional Scroll BarInteractive Tabbed InterfaceSocial Media Integration (in “Connect Online” Tab)Less TextCorporate InformationLaunched 26 March 2011
Marketing the New Web Site
Marketing the New Web Site
Exclusive Brands
Exclusive Brands Rollout:2010- Exchange Select, Patriot’s Choice, Simply Perfect2011- PBX Basic, PBX Pro, JW, Junction West, Decoded, Passports, Gumballs, R&R Casuals, Big Sky Outfitters
Exclusive Brands Re Design
Additional Key Departments
Express
Tinker AFB Express
Military Clothing
Anthony’s Pizza
Program Status
Design AwardsRDI: 1st Place, Large Format Store Chain Store Age: Store of the YearGlobalShop: 1st Place, Mass Merchant
Tinker AFB Design Awards
Master Branding – Phase IIBasic Branding Rollout | Projected completion 17 Sep 2011Execution – Short Term
Travis AFB/Ft. Bragg North | 1st Q 2012 2012
West Point USMAFt. StewartSheppard AFBFt. EustisRobins AFBOsan AB
Corporate Branding- Phase II
Master Branding - Standard Operating ProcedureExecution – Long Term
Core Elements - Image UpgradesBest Practice Elements - New Construction
Additional Key departmentsMilitary ClothingExpressServices MallAnthony’s Pizza
Program Next Steps
Exterior Sign Roll-Out
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Branding Storefront IdentityThe storefront sign is a key component to introduce the Exchange brand to the customer. Scale, color, contrast, location and illumination all contribute to a recognizable storefront brand sign
Tinker Brand Opening
Ft Bliss Lifestyle CenterKMCC
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New Sign Standards – StorefrontExamples from the Branding “playbook” illustrate that every sign element will have specific guidance on its use and placement
“Stacked” format “Linear” format
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Sign Examples – “Stacked” Format
Wright Patterson Mountain Home
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Sign Examples – “Linear” Format
Grand Forks MacDill
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Freestanding Pylon Sign Wall Mounted Pylon Sign
New Sign Standards – Pylon Signs
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Phase II - Exterior Sign Roll-Out
Phase II: OCONUS OCONUS site surveys
Phase II: CONUS Branch Facilities Target completion date for all facilities is end of FY 2012
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Exterior Signs: Tinker Express
Questions?