Client Challenge:
The president of an outdoor sporting apparel and accessory company needed an integrated view of marketing spend to enable tradeoff and investment decisions between activities at the global and regional levels and between disciplines.
Project Summary:
We were brought in to create and apply a construct for all the functions to present their annual investment plans, priorities and budgets. We created common budget templates, KPI’s and refined goals and strategies. We moderated a multi-day workshop with the full leadership team and utilized the Marketing Flywheel to organize all spending and tactics against the overarching objectives. The final plan resulted in a balanced set of marketing tactics balancing acquiring new consumers, harmonizing in-store and e-commerce promotion and creating an innovative way to utilize their sports marketing assets to appeal to a broader market segment.