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Client: National Political Convention
Business Challenge: Develop and produce a full line of promotional merchandise – using local and domestic suppliers - to be distributed and sold through various venues and online for a national political convention held in Philadelphia. The branding included 2 separate logos – one for the Host Committee and a second for the Political Convention. In addition, we needed to generate royalty income that would positively impact the convention costs for the Host Committee.
ID Solution: We developed a strategy that utilized our own resources - local operations and management, active member of the Philadelphia business community, a working relationship with regional and national suppliers and experience with wholesale and retail outlets. We then called on the resources of a partnering company who had prior convention and political merchandise experience.
Utilizing a staff of 75, we combined our efforts and developed the following merchandise plan:
• The selection of an official product line of 60+ item including – apparel, drinkware, political memorabilia, buttons, key chains, stuffed animals, and corporate gifts
• Selected and produced merchandise for VIP orders, state delegates and corporate sponsors
• Selected and produced 25,000+ polo shirts for volunteers (4 colors – 3 imprint locations)
• Designed and produced 6,000 attendee gift bags with logoed merchandise
Our plan for distribution included:
• Development of an e-commerce site for out-of-state conventioneers and party constituents
• Designed, built and staffed a Political Fest Retail Store – 4000 sq. feet, 7 cash registers, $500,000 in inventory
• Designed, built and staffed a retail store for the public – 2000 sq. feet, store front window displays, $250,000 in inventory
• Distributed merchandise for sale to 8 retail booths located within the convention center
• Wholesale distribution of official merchandise to 25 gift shops located throughout the city
Result:
This initiative was recognized as the most successful merchandise sales totals of any national political convention, achieving $3.1 million in sales across all categories. Favorable public relations and news stories generated additional sales and positive public relations for the city. Over 80% of the merchandise was domestically sourced and locally decorated. We exceeded royalty income goals of the Host Committee by 20%.
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