the edwards project presentation
TRANSCRIPT
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SCOPE & PURPOSE
The Creation & 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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CALENDAR DEMAND
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PROCESS FLOW
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TIMING & ACTION
*Example of Timing & Action Calendar for POP Project
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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
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WEB SUPPORT SUMMARY
Web imagery created to support .com & brick & mortar product, while reinforcing the marketing message.
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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
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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 Fathers 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
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IN-STORE POP
PROGRAM TABLE SKIRTS 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
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IN-STORE POP
PROGRAM PALLET WRAPS 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 Fathers Day Shipped to 333 Warehouses Delivery 3: 6/01 NHL Fathers 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 Fathers Day Shipped to 110 Warehouses Delivery 2: 6/01 NHL Fathers Day Shipped to 19 Warehouses for 9 Markets Art Demand Time: 80 hours Highlight Collegiate Fathers 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
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IN-STORE POP
DISPLAY VINYL BANNERS 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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& PRINT AD EXAMPLES
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PROGRAM INITIATIVE
Partnering with 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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PROCESS FLOW
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TIMING & ACTION
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PROGRAM TRACKING
2015%FAN%TEE%PROGRAMS10/21/15
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%Short4Sleeve%100%%Cotton%Open4End%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%Short4Sleeve%100%%Cotton%Ring4Spun%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%Short4Sleeve%100%%Cotton%Open4End%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%Short4Sleeve%100%%Cotton%Open4End%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%Short4Sleeve%100%%Cotton%Ring4Spun%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%Short4Sleeve%100%%Cotton%Open4End%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
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SUMMARY
Bringing Brand Awareness 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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PROCESS FLOW
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TIMING & ACTION
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RESULTS
2015 POS DATA (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
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