THE METHOD Client Interview

the method

INTERVIEW

Ryan

Megan

Brandon

Aiden

Mickey

Braxton

Kick Off Interview

WHAT DOES PRO IMAGE SPORTS DO?

WHAT IS PRO IMAGE SPORTS MISSION?

WHAT DO YOU PERCEIVE AS YOUR PRODUCT’S OR SERVICE’S STRENGTHS?

We are a national sports retailer and franchise company. We sell everything an avid sports fan needs including officially licensed hats, jerseys, and accessories for all your favorite teams from the NFL, MLB, NBA, NHL, MLS, and NCAA. • Over 100 locations in malls across the U.S. • 100% authentic sports gear from vendors like Nike, Mitchell & Ness, New

Era, Zephyr, and more. • Provide franchise owners the opportunity to work in a multi-billion dollar industry they are passionate about.

Our mission is to provide a world-class shopping experience (both online and in-store) for our diverse customer base. We provide support to our franchise owners to live out the career they’ve always dreamed of.

1. Large amount of product on our website to appeal to different sports fans 2. Franchise owners have the ability to target hometown markets 3. Franchise owners have more agency in all business decisions

WHAT DO YOU PERCEIVE AS YOUR PRODUCT’S OR SERVICE’S WEAKNESSES?

1. Over-saturated market with large brands like Fanatics and Lids 2. Lower engagement rates on social media, email marketing, etc. 3. Slower development in our digital space (website, ad spend, etc.)

HOW WOULD YOU IMPROVE ON THE THREATS TO YOUR COMPANY?

WHAT ARE YOUR COMPANY’S GREATEST OPPORTUNITIES AND GREATEST THREATS?

1. Launch new, user-friendly website 2. Improve aesthetic across all social media platforms 3. Quick upload times for new product to compete with larger brands 4. Increase engagement rates on social media with meaningful, trendy content and relevant giveaways

Threats:

• 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

Opportunities:

• 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

Pro Image Sports has been the leading sports franchise for over 30 years. Our stores have a strong following of customers looking for authentic, fashionable, licensed sports apparel & novelty items. Our local owners distinguish themselves from the competition by catering their product mix to match the demand of their markets.

WHAT DO YOU WANT CUSTOMERS TO THINK WHEN THEY SEE YOUR PRODUCTS?

WHY DO YOU DO WHAT YOU DO?

DESCRIBE PRO IMAGE SPORTS IN FIVE WORDS:

WHAT’S THE PROJECT I CAN DO FOR YOU? WHY DO YOU WANT ME TO DO IT? WHAT ARE YOUR GOALS?

• Stylish, trendy • Price-competitive • Local feel • Exclusive products you can’t find anywhere else

We are passionate about working in the sports industry and want to share our passion with our customers and franchise owners.

• Fun • Creative • Balanced • Passionate • Caring

I need to talk with Ryan more about this. The three projects will be a mix between internal and external assets. We want a project that is evergreen and sticks to our brand guide/messaging.

WHO DO YOU CONSIDER YOUR TARGET MARKET? DO YOU HAVE A SECONDARY OR TERTIARY AUDIENCE YOU EXPECT TO REACH?

HOW DO YOU DIFFERENTIATE YOURSELF FROM THE COMPETITION?

WHY WOULD A CUSTOMER OR CLIENT CHOOSE YOUR COMPANY OVER ANOTHER?

WHAT’S THE TONE OF YOUR MESSAGING YOU HOPE TO COMMUNICATE?

Potential Franchise Owners: • Veterans • Former athletes • Older adults (want to get out of their current career to do what they love) • Men • “Uncle Rico” type personality (Napoleon Dynamite reference)

• Nationally recognizable franchise retailer • Exclusive products in local markets • Stores in small towns that wouldn’t normally have access to sports shops • Diversity in products

We genuinely care about franchisees and have their best interests at heart. We would rather them succeed in opening one shop instead of failing to open five.

WHAT IS THE ONE THING YOU WANT POTENTIAL CUSTOMERS TO KNOW ABOUT PRO IMAGE SPORTS?

• Upbeat • Expert voice • In touch with pop culture

We’re hard-working and can offer the best and most price-competitive products.

A true sign of a quality franchise is the number of franchisees who re-invest in multiple locations.

Pro Image Sports franchisees that have owned their store over five years typically own at least 2-3 locations.

Our old website was not working for us due to poor customer experience. We’re launching a new website next week that we’re thrilled about. Please check it out at (website) and give us your feedback. Keep in mind that this site was developed specifically for us and is used as an online marketplace for all franchise owners who are looking to sell their products online.

WHAT COLORS DO YOU LIKE?

Pro Image Sports blue, gray and white.

WHAT SYMBOLS HAVE MEANING FOR YOU?

• NHL • NFL • NBA • MLS • NCAA • New Era • Zephyr • Any sports team symbols

DO WE NEED TO USE ANY CURRENT IMAGES, FONTS, OR STYLE GUIDE TO MATCH PREVIOUS DESIGN ELEMENTS?

Yes, I will email you a copy of our 2020 brand guide and current logos.

WEBSITE: WHAT’S BEING USED? WHAT ISN’T WORKING?

1. What kind of support do you provide Franchise owners? 2. How do franchisee’s currently target hometown markets? 3. What kind of agency do Franchisee’s have in marketing materials? 4. Do you follow any guidelines or specific hashtags on

Social? 5. Do you follow any guidelines on email? 6. Do you currently run any paid advertising? 7. When Does the new website launch? 8. Are there any social media accounts in particular that you like? 9. What do you mean by “quick upload time” for new product? 10. What do you view as trendy in sports apparel? 11. Do you provide any guidelines to franchisee’s regarding social? 12. What kinds of large accounts would you like to partner with on social? 13. What platform do you use for email marketing? 14. How often do you currently run paid campaigns? Is it the same year-to-year? 15. What is the benefit of being trendy in this industry? 16. How much price flexibility do you have? 17. How do you attain exclusive products? 18. What makes you passionate about the sports industry? 19. In regard to describing Pro Image Sports in five words, what was each word in regard or in reference to? 20. Why are veterans part of your target market? 21. What do you mean by the “Uncle Rico” reference? 22. Are there any guidelines on when and where a store can be opened? 23. What makes your products diverse? 24. Why is pop culture relevant in this industry? Does it pertain to your target market or current audience? 25. What does an expert voice in this industry sound like? Are there any tells? 26. Why do you want potential franchise owners to know you are hard-working?

how do we add value?

Follow-Up