"...To go as far as we did in two days was amazing. The Play process dramatically reduced the typical process of marketing campaign development... we thought about the business 'we're really in.' The positioning had endless extensions and flexibility, which is the reason it was so strategically smart."
Stan Lippeman, Brand Director, Rawlings
Rawlings wanted to contemporize their classic brand while staying true to the 115-year-old tradition that is its foundation. Play led the Rawlings Brand and Marketing team through a tailor-made coaching program, clarifying the brand's direction, simplifying the goals and finally establishing a new brand vision.
Play then spent several weeks designing outputs for the brand positioning -taglines, rough ad concepts, marketing campaign ideas and merchandising strategies. We developed the brand position 'True Sport' and inspired the ad campaign 'Are you ready?' which won an Addy. We also helped Rawlings to develop the "One" campaign, a theme that was incorporated into event vehicles, hang tags, POS, and the catalog. Part of our recommendations centered on merchandising strategies using the Rawlings patch as a visual focus. This played out in a "sea of red" branding effect at retail. The most important result: Sales on gloves grew substantially through the following year.
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