brand refresh
North Dakota state University
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Conducted qualitative and quantitative research and hosted focus groups of fans, manufacturers and retailers to get input on logo refresh project
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Worked with design agency to create a simple, bold graphic package for the athletic department, along with a matching proprietary font. This helped to position NDSU as a "big time" college program
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Tested graphics for usability at various sizes and on different mediums (screenprint, embroidery, print, web/mobile/tv)
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Communicated with fan base to help ease any concerns over "changing" the logo and included manufacturers and retailers in process to help meet timing for new product availability
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retail promotion
MISSISSIPPI state University
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The "Egg Bowl" is the rivalry football game played between Mississippi State and Ole Miss for more than 100 years
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The passion from the Bulldog fan base during an overtime victory on a cold Thanksgiving night game inspired the creation of the "Golden Egg" promotion
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Worked with local businesses, campus entities and supporters to secure prizes of different values which were awarded at random (purchase not required but encouraged)
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Created a full retailer kit that included custom signage, custom social media graphics/ideas and other ideas to help retailers create a unique experience to kick off the holiday season
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EVENT RETAIL
DRAKE RELAYS
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The Drake Relays is one of the top track and field meets in the United States, and draws the best high school and college athletes, as well as Olympic hopefuls, to the Des Moines campus each spring
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Spent two days on site at the Relays to experience how fans interacted with concessions. We also interviewed athletes and fans to obtain feedback on available products, what they would like to see offered and how easy concessions were to find/ease of completing purchase
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Using these findings and previous year sales figures, we developed a more strategic merchandise plan for the area in/around the stadium as well as area retailers. We also developed display ads for in and outside of the stadium
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Created a replica straightaway of the "Big Blue Oval" track in the fan zone to lead fans to concession areas and also encouraged fans to interact for impromptu races or commemorative photos
GAME DAY RETAIL
MIAMI UNIVERSITY
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I have worked with several schools who struggled with a good return on game day venue retail sales. Convenience or competing activities (like tailgating) often cause on-site sales to suffer
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Created a merchandise cart for several different schools that brought merchandise to fans who were tailgating in parking lots around the stadium. Included basic products, as well as weather-specific items like mittens and ponchos, and non-apparel items like pom poms, mini footballs or food items (with samples, of course)
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Results varied by school, but on average, a tailgate cart added an additional $1000-$4,000 per game to retail sales for a six to seven week home game schedule. It also served as a great reminder that there is a wider selection of product in retail locations all over the stadium
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Used interaction with the fans to conduct qualitative research on what products they would like to see, how they liked certain designs and reactions to the products they sampled
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Also tested "concierge" shopping, promoting larger or more expensive items. We offered to either deliver directly to a fan's tailgate prior to the game or arrange for pick it up in the store at a later date. This idea was especially successful at late-season games prior to the holidays