6 minute read
THE PRESENT Overview Narrative Identity Social Public Web Franchise Web SWOT Analysis
the present
Narrative
Advertisement
Identity
Social
Web
Pro Image sports provides a world-class shopping experience (both online and in-store) for a diverse customer base. They provide support to their franchise owners to live out the career they’ve always dreamed of. This support is based on each franchise's needs, the corporate support team, discounts (dollar for dollar), leasing, merchandising, upfront support, and adding value to the franchisee in their endeavors.
TARGET MARKET
Currently, Pro Image Sports franchise owners target their market based on location, so they target their home team(s), and also some teams that any location will be drawn to (Yankees, Red Sox, etc.). The Pro Image Sports corporate team provides artwork based on the hometown leagues with their own "Hat Wall" or "Hat Heaven" that targets locals. Franchise owners have a great deal of autonomy on hiring, marketing, merchandising, guidelines on what is successful, and their operations manual.
COMPETITIVE SITUATION
Pro Image Sports current competitors are Fanatics and Lids. These companies buy well in regard to their storefronts. For instance, Pro Image Sports currently owns 114 stores, where Fanatics and Lids own close to or more than 1,200. These companies also have more buying power, offering better discounts and the ability to lease space. They also have the advantage of endorsements, national television campaigns, not to mention that Pro Image Sports uses them both as a vendor.
Overview
DIGITAL ADVERTISING
Arena Marketing is their current digital marketing agency which is used primarily for their product, but also sometimes to target potential franchisees. This company does not have any guidelines from Pro Image Sports in regard to how to use the Pro Image Sports brand, what to do, or who to target. Currently, Pro Image Sports only utilizes Digital Advertising through Facebook. Overall, Pro Image sports is happy with Arena Marketing's efforts, but would like to understand more on where their data is coming from and would like to have a conversation about their data strategy.
GUIDELINES
For email, social, digital, web, and print, the current guidelines offered to franchisee's is very minimal or non existent. Franchisee's need feedback but it is hard for them to receive it. Their efforts are inconsistent and there is nothing in their operations manual to guide them into best practices across their brand platforms.
ELEMENT
Who They Are
Purpose
Values
Position
Target Audience
Narrative
The following chart represents the current narrative of the Pro Image Sports brand in 2020.
CRITERIA
Do they tell a story about who they are, what they stand for, what their mission is, and where they want to go?
What difference are they trying to make in the world? What value are they delivering to customers?
What do they stand for?
RATING
The brand’s defining point of difference
What are they communicating and to whom? Is their message clear and does it add value?
1 | Not Included 2 | Somewhat Included 3 | Moderately Effective 4 | Somewhat Effective 5 | Very Effective
ELEMENT
Logo
Guidelines
Color
Typography
Messaging
Promise
Relevance
Photography
Identity
The following chart represents the current identity of the Pro Image Sports brand in 2020.
CRITERIA
Is it used consistently? Are there variations that feel off-brand? Is it used on everything? Is there a secondary mark?
Are there any guides on how to use to logo, the color variations, the clear space, how to resize, when not to use it?
Is color used in a consistent and cohesive way? Are there any colors that feel off-brand?
Is typography system used consistently within headlines, body copy, web, social, print, etc?
Is their message clear and consistent? Is there a defined tone and voice? Is their messaging architecture cohesive?
Is there a defined primary value they are delivering to customers?
Are they keeping up with the trends? Do they maintain a high demand for their product?
RATING
Is their photography consistent in color, subject, content, and size?
1 | Not Included 2 | Somewhat Included 3 | Moderately Effective 4 | Somewhat Effective 5 | Very Effective
ELEMENT
Guidelines
Filters
Collaboration
Photography
Messaging
Frequency
Relevance
Social
The following chart represents the current social presence of the Pro Image Sports brand in 2020.
CRITERIA
Are they following any criteria in regard to social media?
Does their grid/posts looks cohesive and consistent? Is there a style that comes through with a strong theme?
Are there any collaborations between super fans and the company? Giveaways? Offers?
Does it tell their story? Is there a clear subject focus or narrative?
Is their message clear and consistent? Is there a defined tone and voice? Is there consistency with copy on the post, or just in the caption?
Are they consistently posting content?
Are they keeping up with the trends? Does their audience reach stay consistent? Is there audience interacting with their content?
RATING
1 | Not Included 2 | Somewhat Included 3 | Moderately Effective 4 | Somewhat Effective 5 | Very Effective
ELEMENT
Typography
Layout
Color
Photography
Messaging
eCommerce
User Experience
Relevance
Public Web
The following chart represents the current website of the Pro Image Sports brand in 2020.
CRITERIA
Is typography system used consistently within headlines, body copy, web, social, print, etc?
Do the pages flow nicely? Is the content in line with the photography?
Is color used in a consistent and cohesive way? Are there any colors that feel off-brand?
Does it tell their story? Is there a clear subject focus or narrative?
Is their message clear and consistent? Is there a defined tone and voice?
Is it easy to use? Is it easy to add things to your cart? Is the checkout process seamless? Does it feel secure?
Is the site easy to navigate? Does it maintain my attention? Is it ADA compliant? Is the menu/ navigation understandable?
Does the home page keep up with trends? Is the product up-todate?
RATING
1 | Not Included 2 | Somewhat Included 3 | Moderately Effective 4 | Somewhat Effective 5 | Very Effective
ELEMENT
Typography
Layout
Color
Photography
Messaging
eCommerce
User Experience
Relevance
Franchise Web
The following chart represents the current franchise website of the Pro Image Sports brand in 2020.
CRITERIA
Is typography system used consistently within headlines, body copy, web, social, print, etc?
Do the pages flow nicely? Is the content in line with the photography?
Is color used in a consistent and cohesive way? Are there any colors that feel off-brand?
Does it tell their story? Is there a clear subject focus or narrative?
Is their message clear and consistent? Is there a defined tone and voice?
Is it easy to use? Is it easy to add things to your cart? Is the checkout process seamless? Does it feel secure?
Is the site easy to navigate? Does it maintain my attention? Is it ADA compliant? Is the menu/ navigation understandable?
Does the home page keep up with trends? Is the product up-todate?
RATING
1 | Not Included 2 | Somewhat Included 3 | Moderately Effective 4 | Somewhat Effective 5 | Very Effective
Pro Image Sports Current SWOT Analysis
S W O T
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
• Large amount of product on website to appeal to different sports fans • Franchise owners have the ability to target hometown markets • Franchise owners have more agency in all business decisions • Over saturated market with large brands like Fanatics and Lids • Lower engagement rates on social media, email marketing, etc. • Slower development in our digital space (website, ad spend, etc.) • Social media growth with more focused campaigns • Partner with larger accounts to gain traction on social media • Easy to navigate website • Target repeat customers through consistent email marketing • Consistent paid campaign budget • Being completely overpowered by larger brands • Inconsistent brand experience with many franchise social media accounts • Inability to partner with NBA to sell
Nike jerseys and restrictions on paid campaigns for MLB products
