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“WIN-WIN” RELATIONSHIPS a Spirit of Teamwork

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“WIN-WIN” RELATIONSHIPS A Spirit of Teamwork Lisa Cannell University of Oregon 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 – UNIVERSITY OF OREGON SPIRIT TEE SLOGAN CONTEST OREGON QUARTERLY 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 Marching Band & Cheerleaders THE PROGRAM For seven years, Marketing & Brand Management, UO Alumni Association, University of Oregon Athletics, and the Duck Store 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 Oregon Marching Band 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 Oregon State University 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, Hayward Field, 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 track and field 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
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