ICLA Webinar - s3.amazonaws.com fileBuilding Relationships with External Stakeholders •In what...

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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

kmcole@vcu.edu

Renata Hays

Assistant Athletics Director

University of Oklahoma

405-325-8547

renatahays@ou.edu

Ryan Prowell

New Business

Development Manager

Boxercraft

404-355-9994

rprowell@boxercraft.com

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

405-325-8547

renatahays@ou.edu

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

1. Through Twitter utilizing the #ICLAwebinar.

1. Select “Q & A Group” from the drop down menu.

2. Type question and hit send.

ICLA Webinar

Ryan Prowell

New Business Development Manager

Boxercraft

404-355-9994

Maximizing the School/Licensee Partnership

Dr. No Director – Sales Prevention Department

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

Take a Moment to Appreciate the Partnership!

COMMUNICATION

Good Communication Bad Communication

Artwork Review

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

• 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

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.

ICLA Webinar

Utilizing Social Media to Grow your Brand

Kristan Cole

Marketing, Trademarks

and Licensing Manager

Virginia Commonwealth University

804-828-3615

kmcole@vcu.edu

Social Media: VCU Gear

@VCUGear

facebook.com/ MyVCUGear

@vcugear

Social Media: Pinterest

Pinterest – Black & Gold board on VCU’s main account

Miami University

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.

Engage with and promote other university entities

Engage with and promote external entities

Be vigilant for relevant comments and requests

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

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

• 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

ICLA Webinar

Thank You!

ICLA Webinar - s3.amazonaws.com fileBuilding Relationships with External Stakeholders •In what...

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