store financial AGENCY SERVICES PROPOSAL 5.10.2013
table of contents
This document contains unpublished, private and confidential information and is for the exclusive use and benefit of Gift Card Impressions, LLC. Written authorization is required prior to disclosure to any third party. Concepts and packaging formats are patent issued or pending where applicable. This information is for the exclusive use of its intended recipients and any copying, distribution, disclosure or other use of this information by anyone else is strictly prohibited. It is understood that receipt of this information acknowledges that this information is the exclusive property of Gift Card Impressions, LLC. This information is also considered the intellectual property of Gift Card Impressions and may only be used with the written permission of Gift Card Impressions, LLC.
table of contents section 04
company overview
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our team and references
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brand identity methodology
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case studies
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project plan and pricing
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company overview
agency services proposal gci core capabilities
gci core capabilities strategic development • consumer insights • brand differentiation • category expansion
agency creative • award-winning creative • marketing and promotional solutions
product solutions • custom • innovative
company philosophy gift cards are the #1 requested gift during the holidays. Unfortunately, gift cards have a reputation of being a thoughtless, last-minute, or low-effort gift.
gift card impressions was founded on the philosophy that gift cards should, and can, be regarded as a meaningful, memorable, and special gift.
gci’s deep understanding of gift cards and gifting behavior uniquely position us to provide expertise and strategy for growing gift card programs that stand out from the pack.
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the gci team & references
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agency services propsal the gci team
kc, mo offices
the gci team The GCI team is located in our headquarter offices in the River Market district of Kansas City, MO. • the team is comprised of leaders from leading advertising agencies, CPG companies, national retailers, and consulting firms. • your account team will be comprised of senior leaders across marketing and creative functions. • your account team is highly experienced in brand identity with work from brands including Oprah Winfrey, American Express, Sephora, Hallmark, Coca-Cola, Goodyear and many others. 7
the gci team
brett glass president and CEO
Brett spent many years as an executive of Clorox, Pepsi and Accenture. As the former CEO of Houston Harvest, Brett is an established and respected visionary of the gifting industry. Brett brings his executive leadership and entrepreneurial spirit to all GCI clients. Brett is the inventor of Gift Card Weekend and has a track record of successful new business ventures that have revolutionized the gift card industry.
nicole glass executive VP Nicole’s leadership of GCI’s business is focused on delivering strategic business services and consumer products that achieve client objectives. Her ability to delivery and lead strategies through her team has helped GCI become the exclusive supplier of Gift Card packaging to companies such as Target, Kohl’s, and Walgreens. Nicole has an extensive background in licensing and business development at major brands such as Sunbeam and and Houston Harvest.
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agency services propsal the gci team
jill rosen director strategic partnerships Jill most recently ran the Sephora and iTunes gift card businesses. She has vast experience in managing all aspects of hugely successful gift card programs and is an expert in gift card marketing strategy and business development. A former, long time, executive of Hallmark, Jill also has a strong background in consumer marketing and insights. Jill’s has a knack for delivering strong strategies that address your most pressing needs. Jill will be your key contact on all projects.
dominique o’hara SVP creative Dominique has a strong agency background in branding and identity work. As the leader of GCI’s creative department, she oversees all direction and decisions to apply the latest trends and impeccable taste to all GCI work. She formerly owned an agency that served various clients including, Own (Oprah Winfrey Network), The Weather Channel and specialty boutiques. She started her career at at Fossil (a leading fashion and accessories retailer) developing a strong brand through product and print design. Dominique will be your key contact for all creative project work.
else blake art director
Else’s expertise in branding and digital creative is first class. She designed all of the GCI personalization platforms for consumers, B2B, and group gifting. Her background in agencies has provided her with the innate ability to see the world through the eyes of her clients. Her previous work at Staples helped solidify her talents in applying a focused brand identity across multiple platforms including digital, B2B, and traditional consumer advertising. Her strength in applying the latest digital trends and user experience expertise has delivered bleeding-edge solutions to GCI clients.
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client references
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agency services proposal client references
client references bridget moen Former Director of Brand Management 816-651-5820 Bridget.Moen@bhnetwork.com
applebee’s GCI has a long-standing partnership with Applebee’s around their
Gift Card program. We work with Applebee’s to develop unique programs and creative that emulates their brand with the goal of increasing Gift Card sales. The partnership encompasses in store, 3rd party and online distribution. GCI has helped Applebee’s to take a more segmented approach in targeting specific consumers through unique gift card product and marketing solutions.
jaime yeager Senior Marketing Manager 404-933-4348 jyeager@incomm.com
incomm GCI has a strategic partnership with InComm, the leading distributor of 3rd party gift cards to mass and drug channels. InComm works with many major retailers and most leading Card Partners and turns to GCI to develop unique programs for these demanding clients. Solutions include displays and merchandising, brand specific artwork and styling, packaging and digital solutions as well as promotions geared towards incremental gift card sales.
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store financial brand identity
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agency services proposal brand identity process
brand identity process our team takes a methodical, yet collaborative, approach to determining our client’s strategies. While many activities will be performed to deeply understand your brand, the focus is on producing the best work and end result, allowing us to help you take STORE FINANCIAL’S brand image to the next level.
gci takes a 2-phase approach to developing your new brand identity:
brand immersion
sales and marketing tools
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RFI response phase 1: brand immersion
phase 1: brand immersion
the brand
immersion phase involves performing
several activities to properly identify brand attributes, values, and positioning to asses the most imminent brand needs. The following is a top-line list of activities that help us become stewards of the store financial brand.
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agency services proposal phase 1: brand immersion
• executive interviews: internalize SWOT analysis and current brand strategy
• brand study review: identify core attributes and branding elements
• competitive landscape analysis: identify niche amongst competitive processors
• emotion-marketing analysis: energy, equity, and experience. which “E’s” are the key brand levers?
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phase 2: sales and marketing tools
phase 2 is where
the rubber meets the road
We take all the findings from the first two phases and combine them to create a tight, clear, and definitive brand identity. Listed here is a starter list of the elements that will be included in the final deliverable.
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agency services proposal phase 2: consumer insights
• capabilities presentations:
• General Capabilities – This template can be customized depending on the situation and the client. A compelling brand story and details highlighting competitive advantages
will be emphasized.
• Mall Capabilities – This presentation will be more specific to the shopping mall vertical. This will include specific selling points to attract new mall prospects. • Sports Franchises – This presentation will be ideal for approaching sports franchises with specific ideas related to that vertical.
• existing client marketing tools: The purpose of these materials is to educate and encourage marketing activities that increase sales of current client card programs.
• On-Boarding Guide - Technical, utilitarian guide for doing business with Store Financial. May include contacts, procedures and educational materials for how Store does business. • Best Practices Guide - Business strategies for growth and expansion of existing card programs.
May include 3rd party expansion, online sales, personalization, and packaging ideas. This
presentation will provide clients with a roadmap for growing their card business over time.
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case studies
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agency services proposal case studies
case study cadillac fairview brand/market immersion As part of GCI’s engagement with Cadillac Fairview, a Brand Immersion project was completed that informed all further brand identity development.
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case studies brand attributes
What we want the consumer to perceive upon receiving a shop! card速
shop! card good taste
pleasureable experience
emotional
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excitement and anticipation
速
attainable premium shopping
convenience
choice
rational
agency services propsal case studies
strengths
weaknesses
• widely redeemable
• card design and packaging
• attainable premium stores
• $1.50 fee and maintenance fees
• many locations
• not redeemable in 100% of stores
• strong, recognizable mall brands
• shop! brand recognition
• fully refundable if lost or stolen
• amount of legal copy required
opportunities • rebranding • packaging and displays
threats • digital, mobile, group, experiential, and social gifts
• in store signage
• competitor cards perceived value
• online marketing
• 3rd part retail gift cards
• gift card promotions
• competitor promotions
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case studies The Value Star
SM
Evaluation of the shop! card® brand.
equity = +
• premium mall brand names • premiere shopping centers • good value
product = +
• attainable premium stores • lots of choices • well known mall names • well known shop! card® brand name
money = -
• $1.50 Fee • Maintenance Fees
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value
experience = 0
• card design and packaging are a let down • knowledgable staff • pleasant atmosphere
energy = -
• time and effort to reach guest services • Line-Ups • Time spent at guest services
agency services propsal case studies
competitive landscape gift cards premium vs versatile continuum
low
premium shopping expereience
high
versatility
high
low
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case studies before and after before
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agency services proposal brand case studies
after
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project plan
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agency services proposal plan & pricing
tentative project plan
DELIVERABLE
ESTIMATED DURATION
Brand Immersion
3 weeks
General Capabilities Presentation
5 weeks
Sports and Mall Presentation
5 weeks
Existing Client Marketing Tools
5 weeks
Onboarding Guide Best Practices Guide Other – Sunrise Bank Transition
3 weeks
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pricing
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agency services proposal plan & pricing
pricing PROJECT ITEM
PRICE ESTIMATE*
Brand Immersion
$10,000
General Capabilities Presentation
$10,000
Sports and Mall Presentation
$6,000
Existing Client Marketing Tools Onboarding Guide
$10,000
Best Practices Guide
$10,000 Priced Per Piece
Other – Sunrise Bank Transition TOTAL
$46,000
*Price estimates are subject to change based on project scope and duration.
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thankyou