“WIN-WIN” RELATIONSHIPS A Spirit of Teamwork

Lisa Cannell University of

Connie Palfy Georgia Southern University

“WIN-WIN” RELATIONSHIPS A Spirit of Teamwork

A successful trademark licensing program is dependent upon establishing “Win-Win” relationships on campus, in the community, and throughout the industry. Take advantage of the resources available to the licensing industry such as those through ICLA. Reach out to the ICLA membership for help and guidance. Realize that you don’t always have to reinvent the wheel. See what others are doing and pick and choose what makes sense for your program. Focus on teamwork and don’t try to go it alone. Build, promote, and grow your program by establishing “Win-Win” relationships with key constituencies.

LICENSING PROGRAM STAKEHOLDERS

Licensees Bookstores Retailers Athletics/Sports Marketing Athletic Equipment Managers NCAA Compliance Officers Licensing Agencies Graphic Design Firms Campus Departments Students Fans Alumni Associations Development/Advancement Campus clubs and organizations Rival schools/conferences Faculty members Legal Counsel (internal and external) University Administrators Other Licensing Professionals Community (Town and Gown)

POTENTIAL OPPORTUNITIES

Promotion of the Program Education Potential Licensing Committee members Logo design process/Focus group input Special projects and promotions Enforcement Advertising Consistent branding messages Additional links on websites Enhancement of school traditions Social media “New” tradition opportunities Fan participation and support Increased revenue

“WIN-WIN” RELATIONSHIPS A Spirit of Teamwork

“WIN-WIN” PROGRAMS –

SPIRIT TEE SLOGAN CONTEST MAGAZINE MARKETING & BRAND MANAGEMENT MERCHANDISING PROGRAM US OLYMPIC TRACK & FIELD TRIALS

OREGON SPIRIT TEE SLOGAN CONTEST Promoting Team Spirit

“WIN-WIN” PARTNERS

Marketing & Brand Management (MBM) UO Alumni Association UO Athletics Duck Stores (University Bookstore) UO & Cheerleaders

THE PROGRAM For seven years, Marketing & Brand Management, UO Alumni Association, University of Oregon Athletics, and have joined forces for the annual Oregon Spirit Tee Slogan Contest. Beginning in March a contest form is available at the Duck Stores, on their website and on the athletics department website, GODUCKS.com. Advertising includes the MBM Facebook page, local radio, and local newspaper. Community, Alumni, and students are asked to create a slogan for an Oregon T-shirt. The winner receives season tickets for Duck Football and a $200 shopping spree at any of the six Duck Stores. University of Oregon students can choose a Fall Book Award for up to $400 off their Fall course books in place of the season tickets. A small committee composed of the above constituents meets to review all the entries. The goal is to choose a ‘spirit’ slogan that will work on a yellow T-shirt. Once the winning slogan is chosen, local designers are asked to submit logo artwork. The committee decides which design will best fit the ‘winning’ slogan. A local current licensee manufactures the T-shirts. The winner is notified and invited to the unveiling at the annual Duck Tailgate Practice kick- off in mid-August.

PROMOTION The unveiling of the Spirit Tee is announced at the fun-filled tailgate event with members of the UO Band, Cheerleaders, Duck mascot, students, athletes, and community all present. The winner is introduced and he/she receives their prize. The Spirit Tee is available for sale at the event and all Duck Store locations. Sales of the affordable $10 T-shirts benefit the and Cheerleaders. With each T-shirt that is sold, $1 of the purchase price is donated to support the UO Band and Cheerleaders. Spirit Tee sales have helped to raise over $80,000 and have enabled the cheerleaders to go to competitions they would not have been able to attend.

OREGON QUARTERLY MAGAZINE Advertising Opportunity

“WIN-WIN” PARTNERS

Marketing & Brand Management (MBM) Oregon Quarterly UO Licensees UO Alumni

THE PROGRAM The Office of Marketing & Brand Management and the Oregon Quarterly magazine work together to offer a discounted advertising opportunity to all current University of Oregon licensees. The magazine of the University of Oregon, Oregon Quarterly, is read by 95,000 alumni nationwide. Marketing & Brand Management electronically forwards the trademark licensing royalty report to over 300 licensees each quarter throughout the year. Included in the cover letter is a paragraph offering licensees a discounted rate to advertise their UO branded product. A rate card is attached along with information directing licensees to the website for additional advertising information. The major goal of this program is to provide another opportunity for a UO licensee to connect with the UO campus and UO alumni.

MARKETING & BRAND MANAGEMENT MERCHANDISING PROGRAM Increasing Sales of Licensed Product

“WIN-WIN” PARTNERS

Marketing & Brand Management (MBM) UO Licensees Duck Stores (University Bookstore) Campus Departments

THE PROGRAM University of Oregon MBM office manages an independent trademark licensing program with over 300 licensees. Working with licensees, merchandise is purchased and distributed to various campus departments and retailers throughout the state of Oregon. Some products that are shipped are branded Oregon State merchandise. There are many households within the state that are fans of both Oregon schools. The stores want to be able to offer products (mug, keychain, etc.) representing each school. Specific branded products are purchased for various campus departments. Special events, gifts for international travel, and awards are a few examples of the special requested items. This program promotes sales of officially licensed products, supports the licensees, and builds relationships with campus personnel.

US OLYMPIC TRACK & FIELD TRIALS Being a Key Player in a Special Event

“WIN-WIN” PARTNERS

Marketing & Brand Management (MBM) UO Athletics Alumni Association Campus Departments Development/Advancement

THE PROGRAM In 2008, the University of Oregon hosted the US Olympic Track & Field Trials. In addition to the Olympic events being held at the UO track, , a fan festival was held outside of the event area. Food vendors, sponsors, an entertainment stage, and community booths delighted the thousands of visitors for ten consecutive days. Athletes, their families and friends, and the entire community could visit the festival and enjoy the games without actually having a ticket to see the events.

Marketing & Brand Management sponsored an interactive event called the ‘Gold Medal Game’. The game consisted of completing a game card by visiting eight campus locations, i.e., bookstore, museum, library, etc. They would stamp the game card, and upon completion of the game card, the player would return to the festival booth to receive their Gold Medal. This was a highly successful event that involved many groups and departments on campus. Teamwork was essential and the event was considered a “Win-Win” for the entire community.

“WIN-WIN” RELATIONSHIPS A Spirit of Teamwork

“WIN-WIN” PROGRAMS – GEORGIA SOUTHERN UNIVERSITY

“BLUE OUT” GAMEDAY T-SHIRTS “BEST DRESSED FAN OF THE GAME” CENTENNIAL CELEBRATION ATLANTA REGIONAL DEVELOPMENT OFFICE

“BLUE OUT” GAMEDAY T-SHIRTS Increasing Sales of Licensed Product

“WIN-WIN” PARTNERS

Office of Licensing and Trademark Administration (OLTA) Eagle Sports Marketing Georgia Southern Football The University Store Russell Athletic

THE PROGRAM – A very successful “BLUE OUT” T-shirt campaign was implemented for Georgia Southern’s Homecoming 2009 football game. The annual tradition of one “BLUE OUT” game each season continues to build and adds excitement for students, alumni, and fans attending the game. It is a fun way to promote school colors and spirit as well as to create an intimidating atmosphere for the Eagles’ opponent. In the past, the University Store buyers would select a graphic for the “BLUE OUT” T- shirt, but in 2009, a new tradition was hatched.

A NEW TRADITION – Georgia Southern Licensee Russell Athletic was selected as the vendor for the 2009 official “BLUE OUT” T-shirt because of the company’s strong relationship with the University Store. Using ideas submitted by the Office of Licensing and Trademark Administration, the University Store, and Eagle Sports Marketing, graphic designers at Russell Athletic created several potential designs for the official “BLUE OUT” T-shirt. The three top designs were chosen by the group. These three designs were presented to Georgia Southern football players and coaches at a team meeting in early October, and the 2009 senior class was asked to vote on its favorite design to be worn by Eagle fans at the upcoming “BLUE OUT” game against conference rival Furman University. The seniors were very excited about the opportunity to pick the “BLUE OUT” graphic and a new tradition was begun.

PROMOTION – A press release on October 14th announced the new “BLUE OUT” T-shirt tradition but did not reveal the winning design. The design was unveiled on October 17th at the last home game prior to Homecoming. During the first quarter, the winning “BLUE OUT” graphic was displayed on the video scoreboard at Paulson Stadium. Immediately following the announcement, the “BLUE OUT” T-shirts were available at the University Store’s stadium locations. The “BLUE OUT” T-shirts sold for an affordable $10 at the University Store, at the University Store’s website, and at the Paulson Stadium locations.

“BEST DRESSED FAN OF THE GAME” Promoting the Licensing Program

“WIN-WIN” PARTNERS

Office of Licensing and Trademark Administration (OLTA) Eagle Sports Marketing The University Store Georgia Southern Licensees

THE PROGRAM – The Office of Licensing and Trademark Administration, Eagle Sports Marketing, the University Store, and Georgia Southern licensees join forces annually to promote the importance of purchasing and wearing officially licensed Georgia Southern merchandise and to generate school spirit. A “BEST DRESSED FAN OF THE GAME” is chosen at each home football game and presented with a gift basket full of officially licensed Georgia Southern products. Various Georgia Southern licensees donate sample merchandise (caps, koozies, mugs, keychains, etc.) for the “BEST DRESSED FAN” basket. The University Store generously donates additional items (baskets, pompoms, gameday T-shirts, etc.). The OLTA is responsible for assembling the “BEST DRESSED FAN” basket and delivering the basket to the Director of Eagle Sports Marketing for presentation on game day. The OLTA adds items such as officially licensed bottled water, football media guides and schedules, as well as other miscellaneous items. Representatives from Eagle Sports Marketing select the “BEST DRESSED FAN” early in the game and present the gift basket at the end of the first quarter.

PROMOTION – The “BEST DRESSED FAN” is introduced in the endzone at the end of the first quarter and highlighted on the video scoreboard. The PA announcer tells the crowd that the fan was selected because of all the officially licensed product he or she is wearing, and fans are reminded to look for the Collegiate Licensed Product Label when shopping for Georgia Southern merchandise. The CLPA label is shown on the scoreboard during the announcement as well as throughout all home games along with the logos of other sponsors of Eagle football.

CENTENNIAL CELEBRATION – (1906 – 2006) Being a Key Player in a Town and Gown Celebration

“WIN-WIN” PARTNERS

Office of Licensing and Trademark Administration (OLTA) The University Store Rickabaugh Graphics Georgia Southern’s Office of Marketing and Communications All Georgia Southern Departments City of Statesboro and Bulloch County

THE PROGRAM – Georgia Southern University kicked off a year-long Centennial Celebration on December 1, 2006, which continued through Homecoming weekend, October 26-27, 2007. A Century of Progress, Pride and Promise was adopted as the theme for the Centennial Celebration. A committee of campus representatives and community leaders was formed to plan for and direct the activities of the year-long program. Because the campaign was for a limited duration, the goal was to make a strong visual impact as quickly as possible. The Office of Licensing and Trademark Administration worked closely with Eric Rickabaugh of Rickabaugh Graphics to design a logo for the Centennial Celebration that was the centerpiece of every event, publication, and venue during the year. The logo was outstanding and featured the Marvin Pittman Administration Building which was identified through focus group meetings as the most historic and central image of Georgia Southern University throughout its history. The OLTA distributed artwork for the Centennial logo to all licensees and monitored and promoted its use in the marketplace, across campus, and in the community.

PROMOTION – The job of securing buy-in for logo placements in as many locations as possible was made easier by having a beautiful logo that departments and the community wanted to use. The Centennial budget included funds for the purchase and placement of nearly 300 avenue banners across the campus. The City of Statesboro replaced the banners normally displayed downtown with banners featuring the Centennial logo. Event banners were purchased for the Alumni Association, Athletics, the Russell Union, Admissions, and other key departments. The budget allowed for the purchase of more than a dozen rugs that were placed in highly-visible, high-traffic locations (admissions office, student union, library, administration building, etc.). The OLTA coordinated and placed orders for other departments that wanted to purchase rugs for use in their office spaces. Athletics embraced the new logo and placed patches on all team uniforms, displayed banners, and used the logo in printed materials such as media guides, schedule cards, etc., throughout the year. Podium banners and tablecovers were purchased and distributed to areas like the Russell Union, the Performing Arts Center, the Alumni Association, Admissions, etc. The year-long event was capped off by a Centennial Celebration held on historic Sweetheart Circle and novelty items (luggage tags, “frisbees”, yo-yos, cups, etc.) were purchased and distributed to attendees.

ATLANTA REGIONAL DEVELOPMENT OFFICE Expanding the Market through Education

“WIN-WIN” PARTNERS

Office of Licensing and Trademark Administration (OLTA) Office of University Advancement Alumni Association

ATLANTA REGIONAL DEVELOPMENT OFFICE – Georgia Southern’s Atlanta Regional Development Office coordinates and promotes Georgia Southern University activities and events in the Atlanta area. More than half of Georgia Southern’s student body comes from the metro-Atlanta area and a large population of its alumni base reside there. Having a presence in Atlanta helps establish a connection to these important constituencies. With its ten-area Eagle Clubs and numerous Alumni events, the Atlanta Regional Development Office is the place for all Georgia Southern information as it relates to Atlantans.

THE PROGRAM – The Atlanta Regional Development Office and the Office of Licensing and Trademark Administration work together to promote the Georgia Southern University Licensing and Trademark program and to promote sales of officially licensed Georgia Southern University merchandise in the Atlanta area. It is a source of frustration when students, their parents, and alums are unable to find Georgia Southern merchandise in the Atlanta area. A major goal of this campaign is to educate alums on how a licensing program works and how they can participate in encouraging the stores in their hometowns to carry Georgia Southern products. The Atlanta Regional Development Office distributes licensing information packets, prospective licensee packets, and retailer information at activities and events in the Atlanta area and staff members are available to answer questions about the program.