mktg aafes - maximizing partnerships

Tabloids, Military Starand Exchange Branding

Presented to:MWR Symposium

Arlen MillerSr. Print Production Manager

21 April 2011

Marketing & Advertising

Cooperative Advertising Efforts

Cooperative Advertising Efforts

MWR Tabloid Advertising

Cooperative Advertising Efforts

MWR Tabloid Advertising

Cooperative Advertising Efforts

MWR Tabloid Advertising

Cooperative Advertising Efforts

Fleet Graphics: 2011 Army Family Covenant

Cooperative Advertising Efforts

Fleet Graphics: 2010 Army Family Covenant

Military Star Advertising

Military Star New Look

Magazine/Newspaper Advertising

Magazine/Newspaper Advertising

Military Star New Look

Integration into specialty tabloids

Military Star New Look

Integration into specialty tabloids

Military Star New Look

Integrating all phases of Promotion

Military Star New Look

Promotions

Quarterly Coupon Books

Coupons Drive Sales

Sales Promotion Metrics

QR Codes

QR Codes

QR Codes

Corporate Branding

Objectives

Goals:Align with our corporate strategy Express our corporate personalityConvey our uniqueness in the industryConvey our relevance to our customerCreate a tangible, timeless and emotional connection with ourcustomersAlign with our corporate strategy

Impact:Increased, more frequent, repeat customer trafficStronger sense of pride and connection to the ExchangeEnhanced emotional connection to the ExchangeIncreased sales and earnings/generate greater dividendsMaking the Exchange our customer’s first choice in all their buyingdecisions

Who We are

New Corporate Logo

New Tag Line

Customer Sensing Sessions

Reactions to and descriptions of the new logo skewed positive. Shoppers approved of the proposed exterior design

Implement usage of the new logo, renovate store exterior

“You Save Money, We Give Back” resonated with shoppers

MWR benefits and low-cost are key drivers

Shoppers found the proposed Exchange homepage more “inspiring” and “pleasing” than the current website

Implement the proposed Exchange website to facilitate an easier online shopping experience

The military imagery on the catalog cover was received most positively by Exchange shoppers compared to other options

Utilize military imagery not only in the catalog, but online and in-store

Shopper attitudes about lifestyle and department expectations were positive but varied by the department in question

Prioritize department remodeling: new and improved furniture, athletic and Power Zone departments can drive traffic

New logo

Online and Print

Redesign

In-store

Findings Implications

2010© Kantar Retail

Online Worldwide Sensing Survey

Sensing Survey Results

New Logo:Rated significantly better than current logo Positive language included; military, no tax, affordable, one-stop shopping, value and modernNew logo engenders the meaning of the Exchange

New Slogan: >84%

Exterior SigningPositive language includes; military, one-stop shopping, modern and stylish

In-Store Departments: Rated “significantly better” than current

Exterior Signing

Exterior Signing

Tinker AFB

Ft. Bliss

KMCC

Prototype Main Store

New Main Store Design

Tinker Floor Plan- Core Elements

Entry Zone

Tinker AFB

Customer Service

Tinker AFB

PowerZone

Tinker AFB

Be Fit

Tinker AFB

Softlines

Tinker AFB

Home

Tinker AFB

Local MWR Programs

Tinker AFB

Central Checkout

Tinker AFB

Marketing Materials

Business Collateral

Store Associate Attire

Standardized attire Branded shirts, khaki pant/skirts

Multiple choices of shirt stylesButton down, polo, various sleeve lengths.

Sweater/Fleece branded outerwearAt associate expense

Exchange buys initial shirts and discounts pants/skirts

Marketing the New Brand

Marketing the New Brand

Website Redesign

Web Redesign

Sept 2010- Phase I LaunchRotating Flash PromotionsMouse-over NavigationPromotional Scroll BarInteractive Tabbed InterfaceSocial Media Integration (in “Connect Online” Tab)Less TextCorporate InformationLaunched 26 March 2011

Marketing the New Web Site

Marketing the New Web Site

Exclusive Brands

Exclusive Brands Rollout:2010- Exchange Select, Patriot’s Choice, Simply Perfect2011- PBX Basic, PBX Pro, JW, Junction West, Decoded, Passports, Gumballs, R&R Casuals, Big Sky Outfitters

Exclusive Brands Re Design

Additional Key Departments

Express

Tinker AFB Express

Military Clothing

Anthony’s Pizza

Program Status

Design AwardsRDI: 1st Place, Large Format Store Chain Store Age: Store of the YearGlobalShop: 1st Place, Mass Merchant

Tinker AFB Design Awards

Master Branding – Phase IIBasic Branding Rollout | Projected completion 17 Sep 2011Execution – Short Term

Travis AFB/Ft. Bragg North | 1st Q 2012 2012

West Point USMAFt. StewartSheppard AFBFt. EustisRobins AFBOsan AB

Corporate Branding- Phase II

Master Branding - Standard Operating ProcedureExecution – Long Term

Core Elements - Image UpgradesBest Practice Elements - New Construction

Additional Key departmentsMilitary ClothingExpressServices MallAnthony’s Pizza

Program Next Steps

Exterior Sign Roll-Out

IIIIIIIII

Branding Storefront IdentityThe storefront sign is a key component to introduce the Exchange brand to the customer. Scale, color, contrast, location and illumination all contribute to a recognizable storefront brand sign

Tinker Brand Opening

Ft Bliss Lifestyle CenterKMCC

IIIIIIIII

New Sign Standards – StorefrontExamples from the Branding “playbook” illustrate that every sign element will have specific guidance on its use and placement

“Stacked” format “Linear” format

IIIIIIIII

Sign Examples – “Stacked” Format

Wright Patterson Mountain Home

IIIIIIIII

Sign Examples – “Linear” Format

Grand Forks MacDill

IIIIIIIII

Freestanding Pylon Sign Wall Mounted Pylon Sign

New Sign Standards – Pylon Signs

IIIIIIIII

Phase II - Exterior Sign Roll-Out

Phase II: OCONUS OCONUS site surveys

Phase II: CONUS Branch Facilities Target completion date for all facilities is end of FY 2012

IIIIIIIII

Exterior Signs: Tinker Express

Questions?