mg capabilities li 5.2015
TRANSCRIPT
MG ConsultingCapabilities
Providing marketing solutions for your business or organization
May, 2015 1
PROFILE
• Highly motivated marketing professional with over 20 years’ of experience in the consumer package goods, OTC Pharma, hospitality and retail industries.
• Goal oriented, results driven leader who is a passionate, cooperative and proactive team member. Excellent written and presentation skills.
• Strategic planner with flawless tactical execution. Possesses strong analytical skills and prudent budget management.
2
MG Consultingdemonstrated success in the following areas:
Marketing Planning/Strategy• Precision Sports – Rebranding Strategy, SteelFit 2014 plan• Just Born Inc. – 2012 Promotion Plan• KRAFT/Nabisco – Ritz/Newtons 360 degree Integrated Marketing Plan
Digital/PR• Social (FB, Twitter, etc)• Website• Content development (Clarion Brands)• Concept development
Communications• Sales Communications – KRAFT/Nabisco• C-store channel planning, HQ Sales Coordinator • Annual sales planning
Promotions• Sampling• Coupons/Sweepstakes• Retailer tie-ins• Signage/Displays• Advertising Print, TV, Mobile, Radio
Analysis/ROI/Budget• SWOT – Precision Sports• ROI – Newtons launch, C-store promo radio program, in-store media• Analysis – Clarion Brands, • KRAFT/Nabisco annual brand plans and ongoing
3
MG Consulting
Case Study: Precision Sports Entertainment Re-branding for SteelFit property
Background: The SuperFit Championship Series started in Spring 2013 with 4 qualifier events in New Jersey and a Championship event in Point Pleasant, NJ. Each event garnered approximately 30 athletes with the championship in June having 95 athletes and 750 spectators at Point Pleasant Beach. Four cross fit gyms partner with PSE for workout design and judging. PSE handles all marketing and promotion including: event planning/execution, securing sponsorships, social media, website, TV Production, collateral materials (eg. Tents, Table cards, banners, etc.) and communication to athletes. All Branding and communications were done through the name “ SuperFit Championships” via website, email blasts, Facebook page, Twitter and through the gyms communication assets (fliers, FB, etc.). FB fans reached 1,187. Rebranding was needed in order to grow the business and avoid confusion with SuperFit contests located in Virginia. Pre event and event day materials (e.g. collateral fliers, tents, banners, medals, etc. were produced under the new brand name, SteelFit Championships.
Rebranding objectives: Leverage existing brand equity and introduce new SteelFit brand without alienating current consumers/athletes/sponsors. Provide a seamless transition from SuperFit brand name to SteelFit. Minimize athlete dissention
Overall Objectives for SuperFit property - REBRANDED AS: SteelFit Championships
Primary- increase athlete participation at events, grow sponsorshipsSecondary- increase awareness, document event and encourage athlete
participation through social media (Facebook, twitter)
MG Consulting
4
Case Study: Precision Sports Entertainment Re-branding for SteelFit property - continued
Rebranding Foundation: Why SteelFit?
• Ultimately allowed client to expand into other areas outside NY/NJ Metro and avoid athlete confusion with Superfit, VA• New name better fits the competitions and how athletes view their progress, dedication and passion
RATIONALE: Titanium has a higher strength to weight ratio, but Steel is still the ultimate test of strength. All of the worlds tallest, best designed and strongest skyscrapers are made of steel and concrete (eg. Freedom Tower = glass, steel and stone).
*Steel – Noun – A hard, strong metal made chiefly from ironVerb – To prepare oneself by becoming determined and hard, like steel (“She steeled herself to jump out of the plane”. “the coach hoped that this inspirational talk would steel the youths in pursuit of their dreams”)Prepare oneself to do something difficult – THAT IS STEELFIT and the challenge the athletes take
RESULTS: Athlete participation rose over 100% vs. year ago with final event at capacity 112 competitors. Approximately 1,750 spectators (vs. 750 year ago). Sponsorship sales more than doubled. Facebook likes went from 1,187 in 2013 to 12,354 by year end 2014. TV reached 8MM+ homes on SNY with a 1 hour show airing 4x between July/August. Seamless transition from SuperFit to SteelFit Championships from athlete, sponsor and spectator perspective.
Before After5
6
Case Study: Precision Sports Entertainment Re-branding for SteelFit property - continued
Jan. Feb. March April May June July Aug.
Registration
week of 1/6 - communicate reg open
opens 2/5 events 1&2
Toms River event sold
outAll events sold
out
Events - NJ (5)4/26 Toms
River
5/10 Morristown
May 17 Lawrenceville
6/7 Woodbridge 6/21 Finals
Jenks/Pt. Pleasant
Logo1/6-First
RoundBegin Transition
New Logo25% weight new vs. old
75% weight new vs. old
Fully transitioned to new logo
1/22-Final
PRBegin Transition
New Logo25% weight new vs. old
75% weight new vs. old
Fully transitioned to new logo
Website/email blasts
Begin Transition New Logo
25% weight new vs. old
75% weight new vs. old
Fully transitioned to new logo
Social MediaBegin Transition
New Logo25% weight new vs. old
75% weight new vs. old
Fully transitioned to new logo
TV2/15 blocking grid script due
Athlete interviews
Athlete interviews Talent scripts
Pre-Pro Mtg 6/15
7/14 1st air 4pm 8/9 4pm
Sponsor ads/logos
Fri 6/20 rehearse 7/19 air 4pm 8/16 4pm
6/21 Event
SteelFit 2014 FLOW CHART - Rebranding/Media
For additional information, please contact:
Melissa M. Griffie cell [email protected]
Thank you for your time and consideration
7