JOE-COLLEGE STORE Larry Sinks, Lawrence Resident
Executive Summary: ―I am Joe-College‖ Marketing Campaign Larry Sinks started Joe-College.com in February of 2006. From the beginning, the company attracted the attention of local Lawrence shoppers, but in particular, drew a crowd of enthusiastic KU fans looking for a creative and witty way to show their school spirit. JoeCollege.com prints t-shirts with humorous, sassy and intuitive slogans that boldly display the wearer‘s support of all things KU, but more specifically, KU athletics. After running into legal implications in April of 2006, Sinks continues to fight to keep his doors open and t-shirts on supportive fans‘ backs. Up against a sizable opponent, KU Athletics, Joe-College.com received extensive attention and coverage in the local media—both positive and negative. The ―I am Joe-College‖ Marketing Campaign aims to generate hype within the target audience, KU college-students, while insuring Sinks and his company maintains a strong, positive presence in the Lawrence community. As it offers a unique product, Joe-College.com does not face direct competition from other local businesses. Instead, it markets its products as an original alternative to purchasing the usual standard blue t-shirt with the KU logo printed across the front. A quintessentially Lawrence establishment, Joe-College.com introduces style, humor and affordability into the college scene, guaranteeing the customer a fun, funny and fresh way to express his or herself. Due to legal implications, all advertising strategies must stem from student-initiated efforts. The first step in the campaign process involves staging a concert at a local Lawrence venue, with a lineup of Lawrence and Kansas City artists. Ticket proceeds from the Joe-College Jamfest will assist Sinks in his fight to keep Joe-College.com‘s doors open, and continue to print its t-shirts. Still in the preliminary planning stage, the concert will kick the campaign off, get the word out in the Lawrence community and encourage KU students to participate in the facilitation of this event, as well as future initiatives to support Joe-College.com.
17 November 2009
Strategic Message Planner: Joe-College.com. Client and Product Industry Every American has been somewhere, done something and bought the t-shirt to prove it. Fully embracing the Fist Amendment, Americans wear t-shirts to make a statement about a myriad of subjects; printing one‘s opinion across his or her chest forces viewers to acknowledge the message. In doing so, the wearer adopts the message as his or her own. The plain white cotton t-shirt did not become popular until the 1920s when youth starting exposing their white undershirts in rebellion against the starched and collared-fashion trends of their time. Originating in Europe, the t-shirt quickly caught on in the United States as a simple solution to itchy outwear rubbing against one‘s skin. The 1950s changed the face of the t-shirt forever when individuals starting printing slogans, mostly political, across the front of the shirts (http://fibers.com/blog/the-fascinating-history-of-the-t-shirt/ Nov. 15 2009). Today, the availability of desktop publishing software allows consumers to print almost anything on a t-shirt. The increased popularity of custom t-shirt printing gives consumers control over the message, and thus, the personal brand image, they wish to portray. About 100,000 stores with combined revenue of close to $150 billion comprise the US clothing stores industry. According to First Research‘s Industry Profile, ―The industry is concentrated: the 50 largest companies account for 65 percent of industry revenue‖ (https://owa.ku.edu/exchange/hfarrahi/Inbox/pdf%20of%20clothing%20industry%20Q3.EML/1 _multipart_xF8FF_1_out3.pdf/C58EA28C-18C0-4a97-9AF2036E93DDAFB3/out3.pdf?attach=1 15 Nov. 2009).
As an inexpensive alternative to high fashion trends and accessories, t-shirts speak volumes, but cost less. This allows consumers to express their opinions concerning politics, loyalty to one‘s alma mater or deeply rooted rivalries between enemy schools. Client Joe-College.com provides its customers with witty statements printed on a simple solidcolor t-shirts. Most of these sayings directly relate to the University of Kansas sports teams, and include popular sayings and references that KU students and serious fans enjoy. Larry Sinks, the creator and owner of Joe-College.com, started the business in February of 2006. He makes his shirts on-site at a Lawrence screen-printing plant that he also owns. Ninety-five percent of the sayings on Joe-College.com-themed shirts spring from the mind of Sinks. Individuals outside of the company may submit designs. Currently, Joe-College.com sells 10 shirts that display others‘ designs. Recent legal battles with the University of Kansas Athletics Department consume a majority of Sinks‘ time and resources. In April of 2006, Lou Perkins, the Athletic Director at the University of Kansas, sent Sinks a letter asking him to close Joe-College.com. Sinks hired a lawyer and got a third-party perspective. In the words of Sinks, ―KU portrays the message in the media that [it] did everything it could to settle with us before the trial. The final settlement offer in writing was ‗pay us $500,000 and close your store.‘ That‘s not a settlement,‖ he said. As of now, Joe-College.com fights to stay open and provide the Lawrence community with light-hearted sayings printed on comfortable t-shirts, sold at an affordable price.
Product In a college town where the university‘s sports teams dominate the social scene, JoeCollege.com created a niche for itself, selling graphic tees to college-aged individuals and KU sports aficionados. The two most popular shirts, ―Muck Fizzou‖ and ―Our Coach Can Eat Your Coach,‖ offer humorous statements that pertain to the strong border rivalry that KU maintains
with the University of Missouri, and the physical qualities of the KU football coach. Customers know that Joe-College.com. provides them with a unique product allowing them to display their school pride, but does so in a more unconventional manner. In addition to sports shirts, Joe-College.com also offers hooded sweatshirts, funny tshirts, Valentine‘s Day shirts and thongs. Customers can purchase all of these items online at http://www.Joe-College.com; however, Internet sales comprise only 3-5 percent of all JoeCollege.com sales. Joe-College.com sells its t-shirts for $15.95 each, and customers can buy sizes S-XXL (http://www.Joe-College.com/catalog/ Nov. 15 2009). In comparison to prices for sports shirts sold at KU Bookstores and other vendors, Joe-College.com shirts cost a few dollars less, but provide the customer with a larger selection of slogans. This allows Joe-College.com to develop a closer personal connection with the wearers, because each customer can find a shirt that aligns with his or her viewpoint.
Target Audience University of Kansas college students, age 18-24: Due to Joe-College.com‘s wide array of t-shirt sayings, most of which touch on humor and include puns regarding KU sports teams, the product(s) appeals to students who either attend KU, or maintain some sort of strong connection to Lawrence, Kansas and its social scene. The affordable pricing of the shirts fits the traditional college-student budget, and the variety of sayings allows the target audience to express itself in several different ways. Most members of the target audience uphold a strong sense of school pride; therefore, they are likely to purchase more than one Joe-College.com t-shirt. Members enjoy attending KU athletic events as often as possible. While at these events, Joe-College.com t-shirts give students the freedom to express their school involvement and spirit, in an industry that previously did little to spur or encourage creativity.
The target audience includes those students who own a Joe-College.com shirt, and those who do not. With fairly busy schedules and active social lives, the target likes to socialize and go out; this adds impetus to the potential for Word of Mouth (WOM) advertising. Both males and females comprise the target audience.
Supporting Benefits
Feature
Benefit
Genuine Fruit of the Loom shirts
Durable Comfortable Inexpensive
Locally made
Supports Lawrence economy
Witty slogans
Buyers connect with the shirt
Two-sided printing
Better value More personal message
Cost $15.95
More affordable than other KU-themed apparel
Current Brand Image
Joe-College.com is a local business that prints t-shirts with witty sayings, some of which create tension within the Kansas Athletics Department and Lawrence community. Direct Competitors
KU Store: With a highly developed storefront, and online retail outlets, the KU Store only carries KU licensed apparel and merchandise. It offers a wide selection of styles and choices, and is the official store of Kansas Athletics. http://www.kuathletics.com/store/
GTM Sportswear: Relatively new to Lawrence, GTM Sportswear is based out of Manhattan, and started out selling Kansas State apparel. http://gtmsportswear.com/gtm/cs/default.asp
KU Bookstore: As KU‘s official bookstore, the KU Bookstore operates out of the Kansa Union on the KU campus. A percentage of its sales go to Student Union Activities. This store carries the largest selection of KU apparel and merchandise in Lawrence. http://www.kubookstore.com/
Jayhawk Bookstore: Not affiliated with KU, Jayhawk Bookstore resides on the edge of the KU campus. It sells licensed KU clothing and accessories. http://www.jayhawkbookstore.com/
University Book Shop: Located near GTM Sportswear, this store carries licensed apparel. http://www.kubooks.com/
Jock‘s Nitch: With two locations in Lawrence, Jock‘s Nitch specializes in apparel. It offers licensed apparel from several athletic teams. http://www.jocksnitch.com/
Jayhawk Spirit: Sells KU apparel and merchandise, with a large selection of licensed apparel from which to choose. http://www.jayhawkspirit.com/
Indirect Competitors Brick and Mortar
Acme T-shirt Shop: Specializing in custom T-shirt printing, Acme T-shirt Shop will print designs that customers bring in.
Hy-Vee: Hy-Vee has a small KU merchandise section, which includes a limited selection of licensed KU shirts. http://www.hy-vee.com/
Dillon‘s: Provides seasonal KU merchandise, but does not carry it year round.
Francis Sporting Goods: This company does not sell KU apparel, but it does sell athletic apparel and T-shirts. http://www.francisteamsales.com/
Click
Collegegear.com: As a retail site with links to several online stores carrying KU-licensed apparel and merchandise, this site also links users to the KU Bookstore official Ecommerce site. http://www.collegegear.com/Default.asp?Redirected=Y
Fansedge.com: A self-contained E-commerce site that carries a wide selection of licensed KU apparel and merchandise. http://www.fansedge.com/
Click and Mortar
Target: Does not have a dedicated section to KU apparel or merchandise. It carries a small selection of KU t-shirts. http://www.target.com/
JC Penny: The store has a dedicated athletic clothing section. Within this department, there is a KU section, featuring licensed KU apparel. http://www.jcpenney.com/jcp/default.aspx
Walmart: Walmart dedicates one aisle to KU merchandise and apparel. It mostly sells merchandise, and offers few other choices and styles of t-shirts. http://www.walmart.com/
Desired Brand Image Joe-College.com is a small business with a big voice. Let students express their love for Lawrence and devotion to Kansas Athletics through KU-themed apparel that is fun, won‘t break the bank and shouts a message that commands attention.
Selected Benefits
Feature
Benefit
Locally made
Supports Lawrence economy
Witty slogans
Buyers connect with the shirt
Cost $15.95
More affordable than other KU-themed apparel
Advertising Goal To persuade members of the target audience that each Joe-College.com.com t-shirt they purchase will directly support local business, and most importantly, protect and uphold the freedom of speech. Strategic Message How much is freedom speech worth to you? Buy a t-shirt from Joe-College.com.com and show your support for a small business in need of some big help.
KU students should buy Joe-College.com t-shirts because the opportunity to take a stand in their community and make a difference locally, only costs $15.95 and preserves freedom of speech in a town where self-expression is identity.
Bibliography "The Fascinating History of the T-Shirt." Fibers.com Fashion & Style Blog, What to Wear, How to Dress Like, & T-Shirt Design Ideas. Fibers.com, 14 Oct. 2007. Web. 15 Nov. 2009. <http://fibers.com/blog/the-fascinating-history-of-the-t-shirt/>. "Industry Profile: Clothing Stores." First Research. 26 Oct. 2009. Web. 15 Nov. 2009. <https://owa.ku.edu/exchange/hfarrahi/Inbox/pdf%20of%20clothing%20industry%20Q3. EML/1_multipart_xF8FF_1_out3.pdf/C58EA28C-18C0-4a97-9AF2036E93DDAFB3/out3.pdf?attach=1>. http://www.Joe-College.com.com http://www.kuathletics.com/store/ http://gtmsportswear.com/gtm/cs/default.asp http://www.kubookstore.com/ http://www.jayhawkbookstore.com/ http://www.kubooks.com/ http://www.jocksnitch.com/ http://www.jayhawkspirit.com/ http://www.hy-vee.com/ http://www.francisteamsales.com/ http://www.collegegear.com/Default.asp?Redirected=Y http://www.fansedge.com/ http://www.target.com/ http://www.jcpenney.com/jcp/default.aspx http://www.walmart.com/
News Release FOR IMMEDIATE RELEASE Jan. 10, 2010
FOR MORE INFORMATION Hollie Farrahi Group Coordinator hfarrahi@ku.edu
Joe-College Jamfest: Lawrence Rocks Out in Favor of Local Business LAWRENCE, Kan.—University of Kansas students organize concert as first step in a marketing campaign to raise awareness and funds to support local small business JoeCollege.com as it fights to keep its doors open in spite of recent legal proceedings. On Thursday, Jan. 21, 2010 the Granada in Lawrence, Kansas, will host the Joe-College Jamfest, a concert to support the local Joe-College.com t-shirt shop. The idea for the event began as part of a Journalism project, and grew to encompass the entire KU community. Proceeds from ticket sales from the Joe-College Jamfest will go toward helping Larry Sinks keep his store open. A local lineup comprised of Lawrence and Kansas City artists will play, and attendees can purchase a t-shirt printed exclusively for the event. After KU Athletics Director, Lew Perkins, demanded that Joe-College.com founder and owner Sinks close his doors in April of 2006 due to trademark infringement, the two parties went to court. The presiding judge, a KU graduate and affiliate of a prestigious university board, personally ruled that Sinks owed over $660,000 in legal fees, after the jury decided on the much lower figure of $127,000. ―KU portrays the message in the media that [it] did everything it could to settle with us before the trial. The final settlement offer in writing was ‗pay us $500,000 and close your store.‘ That‘s not a settlement,‖ Sinks said. Visit the Facebook group ―I am Joe College‖ for more information on tickets, the lineup and ways to join the cause. ###
Student-run Joe-College Jamfest to benefit local business Concert to be held at the Granada on Jan. 21 For Immediate Release Jan. 10, 2010: 9 a.m. News Facts
This event is completely student-organized. All proceeds from this event go directly to Joe-College to help pay off its settlement. Attendees will receive a discount on admission for wearing a Joe-College shirt. Admission is $10 without a Joe-College shirt, $5 with a Joe-College shirt Special Joe-College shirts designed by the I am Joe-College Facebook group will be available for purchase at the concert.
Related Links Facebook group The Granada Joe-College.com About The Joe-College Jamfest Two journalism students who wanted to do more than complete a homework assignment initiated the Joe-College Jamfest. They wanted to create a unique campaign to benefit a local business. The event is completely student-organized and operated. This concert is a kick-off for the ―I am Joe-College‖ Marketing Campaign. For More Information Hollie Farrahi Group Coordinator (913) 406-7442 hfarrahi@ku.edu
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Backgrounder FOR IMMEDIATE RELEASE Jan. 10, 2010
FOR MORE INFORMATION Hollie Farrahi Group Coordinator hfarrahi@ku.edu Joe-College.com
Larry Sinks founded Joe-College.com in February 2006. He opened the store to serve as a permanent location for the University of Kansas-themed t-shirts he sold around Lawrence, Kan. for years. The store, located on Lawrence‘s Massachusetts Street sells t-shirts with witty sayings relating to KU and its sports teams. Over the years, KU students and visiting fans have come to recognize the shirts as unique souvenirs that boast a strong love of KU, without sacrificing originality, humor and style. In April of 2006, Sinks received a letter from Lou Perkins, the director of KU Athletics. The letter demanded that Sinks close his store. Sinks refused, hired a lawyer and eventually ended up in court. After the judge ruled that Sinks owed over $600,000 in legal fees, Joe-College struggled to keep its doors open. The Joe-College Jamfest will generate positive support for Sinks and Joe-College in the Lawrence community. Proceeds from the concert will keep the store‘s doors open, and maintain Sinks‘ spot in a town committed to its local business sphere.
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Fact Sheet FOR IMMEDIATE RELEASE Jan. 10, 2010
FOR MORE INFORMATION, CONTACT: Hollie Farrahi Project Coordinator hfarrahi@ku.edu
Student-Organized Joe-College Jamfest Rocks Lawrence What:
The Joe-College Jamfest at the Granada in Lawrence, Kansas. This concert is the first event in a series committed to promoting a positive image for JoeCollege.com. The lineup for the show includes local Lawrence and Kansas City artists.
Who:
The student-organized ―I am Joe College‖ Marketing Campaign kicks off its first event as part of an initiative to raise awareness and support for local t-shirt shop Joe-College.com.
When:
Thursday, Jan. 21, 2010 at 8 p.m. KU students‘ first weekend back in Lawrence from Winter Break.
Where:
The Granada in Lawrence, Kansas. A popular music and entertainment venue in Lawrence.
Why:
Raise funds to keep Joe-College.com‘s doors open in light of the recent legal battles concerning possible trademark infringement with KU Athletics. Athletics director Lew Perkins demanded that owner Larry Sinks close his store in April of 2006. The judge who ruled the case charged Sinks with over $660,000 in fees, after the jury only charged $127,000. The campaign aims to acknowledge and encourage a student‘s position to initiate change in the community. Attendees can buy a Joe-College t-shirt at the door that supports the cause. ###
Photo Opportunity Sheet FOR IMMEDIATE RELEASE Jan. 10, 2010
FOR MORE INFORMATION, CONTACT: Hollie Farrahi Group Coordinator hfarrahi@ku.edu
Joe-College Jamfest: Lawrence Rocks Out in Favor of Local Business It is the University of Kansas students’ first weekend back from their winter break. Surrounded by bustling crowds of college students that flock to Massachusetts Street on the weekends, the Joe-College Jamfest will take place at the Granada on Thursday, Jan. 21, 2010. KU students and other attendees form a ribbon of blue, each individual wearing his or her Joe-College shirt to receive the promised discount at the door. The line to get in snakes across the front of the building and down the block. Inside, the crowd sways to the beats of such artists as Caitlin Conroy, Abandon Kansas and The Sultan Sea. The laser show intermittently reveals the face of a single dancer in red, magenta and green. The Joe-College Jamfest is in full-swing. What:
The Joe-College Jamfest at the Granada in Lawrence, Kansas.
Who:
The student-organized ―I am Joe College‖ Marketing Campaign kicks off its first event as part of an initiative to raise awareness and support for local t-shirt shop Joe-College.com.
When:
Thursday, Jan. 21, 2010 at 8 p.m. KU students‘ first weekend back in Lawrence from Winter Break.
Where:
The Granada in Lawrence, Kansas. A popular music and entertainment venue in Lawrence.
Why:
Raise funds to keep Joe-College.com‘s doors open in light of the recent legal battles. The campaign aims to acknowledge and encourage a student‘s position to initiate change in the community. —Hollie Farrahi, Group Coordinator ―I am Joe-College‖ Marketing Campaign
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Flier for Concert:
Title: I am Joe College—Radio Script Client/Sponsor: ―I am Joe-College‖ Marketing Campaign Length: 60 seconds Air Dates: Jan. 1 – Jan. 24 SFX: KU Steam Whistle blowing
GIRL 1: Confident and happy college
I‘m Elizabeth, and I am Joe College.
student. GUY 1: Confident and happy college
I‘m Shelton
student. GIRL 2: Confident and happy college
I‘m Hollie
student. GUY 2: Confident and happy college
I‘m Michael
student. GIRL 3: Confident and happy college
I‘m Lisa
student. GIRL 1, 2, 3 and GUY 1, 2: All reading
And I am Joe College
together, excited and energetic. MUSIC: grunge guitar and drum kit fades in with announcer. ANNOUNCER: Older college student, or
The holidays are over, and classes are back
college graduate. Male, mellow.
in session, but that doesn‘t mean the fun‘s gotta end. Come out for the Joe-College Jamfest, at the Granada on Thursday, January twenty-first. The Joe- College Jamfest is a concert featuring local bands such as Holy Mountain, Auburn Skies, thePhantom* and Sultan Sea. Doors are at eight, and the show goes late into the evening. The Joe-College Jamfest is a completely student-organized event. Proceeds from ticket sales and merchandise
go toward keeping Joe-College in business, and printing some of Lawrence's favorite shirts. Five dollar cover at the door if you wear a Joe-College t-shirt, and ten dollars if you donâ&#x20AC;&#x2DC;t. For more information, or to participate in events, check out the Facebook group, I am Joe-College. Come blue, stay late and rock on.
MUSIC: Fades up after announcer and ends on guitar chord fade out at :59
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Title: I am Joe-College—TV Script Client/Sponsor: ―I am Joe-College‖ Marketing Campaign Length: 30 seconds Air Dates: Until 8 p.m., Friday Jan. 22, 2010 MS - KU power plant steam whistle, TootyToot, blows. Early morning sun just rose.
MUSIC: (Low punk rock guitar melody starts in background after whistle.)
(:03) CU - Female college student in blue JoeCollege t-shirt and shorts. (:04)
STUDENT 1: I‘m Jenny, and I am Joe-College.
MS - Male college student in blue JoeCollege t-shirt and black athletic shorts.
STUDENT 2: I‘m Brett
(:02) CU - Female college student in blue JoeCollege t-shirt and jeans. (:02) WS - Group of at least 10 college students wearing Joe-College t-shirts all speaking at
STUDENT 3: I‘m Melissa GROUP OF STUDENTS: And I am Joe College.
once. Standing on front stairs of Wescoe Beach. (:03) CU - Caitlin Conroy, the singer, wearing
BAND MEMBER:
Joe-College blue t-shirt and jeans standing
I am Caitlin Conroy, and I am Joe-College.
in group of students, walking toward
Come join me and other local bands in the
camera. (:12)
Joe-College Jamfest, Friday, January 22, at 8:30 p.m. at the Granada. Ticket proceeds from the show will go to keeping JoeCollege‘s doors open …
XCU - Student with back to camera
… Join the I am Joe-College Facebook
standing still, wearing blue t-shirt with all
group for more information. Come blue stay
event information in white lettering. (:03)
late and rock on.
FADE TO BLACK AT :29
MUSIC: (Up under slate, then fade out)
RT - :30
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T-Shirt Design for Shirts to be sold at doors: