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ICLA Webinar
Growing Your Brand Through Collaboration
and External Communication
Sponsored by Signature Announcements
Kristan Cole
Marketing, Trademarks and
Licensing Manager
Virginia Commonwealth
University
804-828-3615
Renata Hays
Assistant Athletics Director
University of Oklahoma
405-325-8547
Ryan Prowell
New Business
Development Manager
Boxercraft
404-355-9994
Questions? Questions may be asked in one of two ways:
1. Through Twitter utilizing the #ICLAwebinar
2. Through the chat feature within the webinar software.
– Select “Q & A Group” from the drop down menu.
– Type question and hit send.
ICLA Webinar
Renata Hays
Assistant Athletics Director
University of Oklahoma
405-325-8547
Growing Your Brand Through Collaboration
and External Communication
Building Relationships with External Stakeholders
Building Relationships with
External Stakeholders
• In what other industries do so many stakeholders have the ability to influence your brand?
• Communication is key, particularly with external entities
– Shows that you care and are serious about working together to grow your brand and the business
– Benefits licensees, retailers, licensing agents and other entities that aren’t on campus and therefore don’t know about events, trends, etc., in your market
– Provides an opportunity to make a “sales pitch” about your institution
How Do You Establish
Those Relationships?
• Schedule an introductory call or meeting with licensees and retailers – Prioritize those calls
– Discuss a wide range of topics: company overview, institution overview, business overview, challenges/opportunities
• Establish next steps and a method for future communication – What are 1-2 action items or goals that you can establish collectively?
– How would the licensee or retailer like to receive information?
– How often would they like to receive information?
• Track your follow-ups
How Do You Grow
Existing Relationships?
• Write “thank you” notes • Depending on your budget, meet face-to-face with licensees and retailers
– ICLA meetings – Trade shows – Trips to HQs
• Schedule events and meet-and-greets on your campus
• Assign graduate assistants or other staff to help collect information from
and/or provide information to select licensees and retailers • Provide marketing toolkits for key promotions and platforms throughout
the year; make it easy for licensees and retailers to participate
Example: There’s Only
One Oklahoma Program
Example: There’s Only
One Oklahoma Program
Questions? Questions may be asked in one of two ways:
1. Through Twitter utilizing the #ICLAwebinar.
2. Through the chat feature within the webinar software.
1. Select “Q & A Group” from the drop down menu.
2. Type question and hit send.
ICLA Webinar
Growing Your Brand Through Collaboration
and External Communication
Ryan Prowell
New Business Development Manager
Boxercraft
404-355-9994
Maximizing the School/Licensee Partnership
Dr. No Director – Sales Prevention Department
COMMUNICATION
COMMUNICATION
COMMUNICATION
COMMUNICATION
COMMUNICATION
Useful Information • Retail List • Retail Maps • Pockets of Displaced Alumni • Licensee Rankings • Upcoming Events • Brand/Policy Updates • Common Mistakes/Tips • Local Trends • “Meet the Team”
COMMUNICATION
COMMUNICATION
Take a Moment to Appreciate the Partnership!
COMMUNICATION
Good Communication Bad Communication
Vs.
Artwork Review
COMMUNICATION
COMMUNICATION
Disapproved: “Does not fit our brand”
COMMUNICATION
Disapproved: “When applying this mark on a dark garment, please use logo #5. Thanks!”
COMMUNICATION
Disapproved: “Please use flower logo”
COMMUNICATION
Disapproved: “Due to our our recent branding change, we are asking licensees to only use marks and fonts on our current logo sheet”
COMMUNICATION
Disapproved:
INVOLVEMENT
INVOLVEMENT
• Campus meetings with licensees
• Develop relationships with local sales reps
• Communicate local trends
• Licensee/Retail receptions
• Seek out licensee, retailer, and school feedback
If We Work Together, We Grow Together
UNDERSTANDING
Things that make licensees go….. Hmmmmmmmm • Delayed artwork approval
• Lack of direction when artwork is disapproved
• Short notice for logo/brand changes
• New logo exclusives for categories outside the scope of exclusive licensee
• School and local retailers (including bookstore) not on the same page re: guidelines
• Policies or restrictions that are not published
UNDERSTANDING
UNDERSTANDING
Things that make schools go….. Hmmmmmmmm • Artwork rush, why can’t it be sent in sooner
• Lack of detail in artwork submissions
• Submitting art for one item/color, but finding multiple items/colors in store
• Artwork submitted to the wrong school
• Resubmitting artwork that has not been revised
• Not following guidelines clearly stated on logo sheets
UNDERSTANDING
Confessions of a Licensee • I try my best to catch all errors before submitting artwork. For every one incorrect
submission that sneaks through, I’ve caught five others.
• I try my best to know all the nuances and guidelines for your brand, but having over 500 of them can make it challenging.
• I’m not trying to dilute your brand by being creative with your marks, just trying to give the customer what they want and serperate us from our competition.
• I appreciate Licensing Directors taking the time to give me a call, even if its with
bad news.
Questions? Questions may be asked in one of two ways:
1. Through Twitter utilizing the #ICLAwebinar
2. Through the chat feature within the webinar software.
– Select “Q & A Group” from the drop down menu.
– Type question and hit send.
ICLA Webinar
Growing Your Brand Through Collaboration
and External Communication
Utilizing Social Media to Grow your Brand
Kristan Cole
Marketing, Trademarks
and Licensing Manager
Virginia Commonwealth University
804-828-3615
Social Media: VCU Gear
@VCUGear
facebook.com/ MyVCUGear
Social Media: VCU Gear
@vcugear
Social Media: VCU Gear
Social Media: Pinterest
Pinterest – Black & Gold board on VCU’s main account
Social Media: Pinterest
Miami University
Social Media: Pinterest
Social Media: Be Engaged
• #VendoroftheWeek – highlighting both Internal Campus Suppliers and Local/Standard licensees
#VendoroftheWeek
*Important notes: Always tag the vendor and/or retailer whenever possible. Create a hashtag and use it as much as possible.
Social Media: Be Engaged
Engage with and promote other university entities
Social Media: Be Engaged
Engage with and promote other university entities
Social Media: Be Engaged
Engage with and promote external entities
Social Media: Be Engaged
Engage with and promote external entities
Social Media: Be Engaged
Engage with and promote external entities
Social Media: Be Engaged
Be vigilant for relevant comments and requests
Social Media: Be Engaged
Social Media: Turn Comments into
Opportunities
Social Media: Turn Comments into
Opportunities
Social Media: Featured Products
#BNpickoftheweek – featuring gear in our bookstore
Social Media: Brand Promotion
PapaRAMzzi – promotion to encourage new students to wear their VCU gear during Welcome Week
PapaRAMzzi– share pictures in real time, with students’ permission
Social Media: Brand Promotion
Social Media: Enforcement of
unlicensed merchandise
Searching your brand can help you engage with students/fans about unlicensed products and licensing issues
Social Media:
Content for different platforms
Vary content on each platform when possible
Vary content on each platform when possible
Social Media:
Content for different platforms
Social Media: Contests
• Utilized paid ads on Facebook and Twitter
• Spent $200 on Facebook ad & reached 25,000 people
• Spent $400 on Twitter ad & reached 20,000 people
• Started with 57 followers on Instagram and ended the week long contest with 510 followers
• Over 150 people participated and tagged us in the contest
RamTech – VCU’s on-campus tech store
Social Media: Contests
Social Media: Contests
• It’s affordable
• You can customize the audience to the people you want to reach
• Flexibility of social media allows the advertiser to be reactive
• Raising brand awareness and growing your audience
• Ability to answer questions in real time
• Ads are look likes posts
Social Media: Paid Ads
Benefits of paid social media advertising:
Helpful links for more information on paid advertising
• Specifics on the various types of Facebook ads and how to use them: https://www.facebook.com/business/products/ads
• To make sure you are using an image that will be approved on Facebook, upload your image to this site: https://www.facebook.com/ads/tools/text_overlay
• Step-by-step instructions on how to set up a Facebook ad campaign: http://bit.ly/1oCoKwr
• Tips on advertising with Facebook and new tools: http://www.insidefacebook.com/
• Twitter ad types, pricing options, analytics, trends and ad policies: https://business.twitter.com/ad-products
• Advertising advice for Twitter and new tools as they are introduced: https://blog.twitter.com/advertising
• Step-by-step guide to setting up a Twitter ad campaign: http://bit.ly/1o5S4Yr
Social Media: Paid Ads
Social Media: Accounts to Follow
Account Facebook Twitter Instagram Pinterest
VCU Gear My VCU Gear @VCUGear @vcugear VCU
Miami University Miami University: Shop Miami
@ShopMiamiOH Miami University
Fanatics Fanatics @Fanatics Fanatics
Mizzou MU Black and Gold
Legacy Athletic Legacy Athletic @Legacy_Athletic Legacy Athletic
West Virginia University
WVU Trademark Licensing
University of Virginia University of Virginia Trademark Licensing
University of South Carolina
Gamecock Trademark Licensing
@GamecockTandL
Utah State University Utah State University: True Blue
Utah State University: True Blue
University of Wisconsin
University of Wisconsin Trademark Licensing
Thank You to Our Sponsors
Questions? Questions may be asked in one of two ways:
1. Through Twitter utilizing the #ICLAwebinar
2. Through the chat feature within the webinar software.
– Select “Q & A Group” from the drop down menu.
– Type question and hit send.
ICLA Webinar
Thank You!
Sponsored by Signature Announcements
Kristan Cole
Marketing, Trademarks and
Licensing Manager
Virginia Commonwealth
University
804-828-3615
Renata Hays
Assistant Athletics Director
University of Oklahoma
405-325-8547
Ryan Prowell
New Business
Development Manager
Boxercraft
404-355-9994