Application for Best Overall Merchandising Program Herky on Parade

 Application for Best Overall Merchandising Program Parade Herky on 2015 IFEA Pinnacle Awards Application for Best Overall Merchandising Program Herky on Parade Merchandise IFEA Pinnacle Awards 1. Overview Information A. Introduction/Background of Event Herky on Parade was the largest public art project ever produced in the Iowa City, Iowa area. The beloved University of Iowa mascot, Herky the Hawk, was fabricated into statue form and took on 84 different designs and went on display all over the university campus and three surrounding communities from May through August 2014. The 2014 project celebrated 10 years since the original Herky on Parade took place in the area. Those who were residents in 2004 were familiar with the project and excited to bring it back, though it didn’t take long for those who didn’t live in town the first time to also get excited. The anniversary Parade brought together over 50 local and regional artists, over 60 local sponsors, three municipalities, and a Big 10 university. It became an engine that united residents, visitors, business professionals, and students, building a shared bridge in which all could take part. The Iowa City/Coralville Area Convention & Visitors Bureau was the primary organizer and handled decision-­‐
making and all budget elements relating to the program. B. Description of Merchandising Program The Herky on Parade merchandise program enabled people to purchase items that connected with their experiences finding and taking photos with each of the Herky statues. Items available for sale include the following: 12 individual designs produced as miniature figurines, official poster, commemorative re-­‐
print of the 2004 poster, t-­‐shirt, 2015 calendar, Military Herky pennant, custom puzzle, and lanyard. These items were all sold by the Iowa City/Coralville Area Convention & Visitors Bureau (CVB) as well as partner businesses in the community. Some businesses also sold custom designs (e.g. t-­‐shirts) approved by University of Iowa Licensing with additional images/graphics provided by the event committee. The variety of products offered accommodated a range in kinds of buyers, from grandparents purchasing puzzles for their grandchildren to collectors buying their favorite figurines. C. Overall Revenue & Expense Budget for Merchandise Lines The CVB budgeted $100,000 in total expense and $120,000 in total revenue. Actual expenses were right at the budgeted amount of $100,000. As of this writing, total revenue is $115,000. The CVB anticipates it will exceed the $120,000 revenue goal considering the amount of inventory remaining and continued demand. D. Target Market for Merchandise Program The target market for Herky on Parade merchandise may at first appear strictly local, but the program tapped into “Hawkeye Nation,” which extends far beyond Iowa City. The market included fans and University of Iowa alumni all over the country. Herky on Parade gained exposure from hawkeyesports.com, the university’s official athletic department website, and other mediums that reach Hawkeye fans. Anyone with Internet access had the opportunity to view and order merchandise online at www.herkyonparade2.com/merchandise. E. Marketing Efforts Tied to Merchandise Program A month prior to the May 2014 launch of the Parade, the event committee organized visits to local elementary schools for the real Herky mascot to visit the classrooms of students who won a coloring contest for their best Herky designs. Posters from the 2004 parade were distributed with mention of a new poster arriving for the new set of statues. Social media served as the primary marketing platform, particularly Facebook, both via Herky on Parade’s page and the CVB’s page. Sharing information through the University of Iowa Athletics Department’s page also increased overall reach. F. Community Support in Selling/Distributing Merchandise The CVB approached all University of Iowa licensed merchandise retailers in the community. All retailers were offered posters and figurines at a wholesale rate. Herky on Parade merchandise was then made available at seven local stores: Scheels, Black & Gold Shop, Iowa Hawk Shop, Herky’s Locker Room, Theisen’s, Bravo Sports Marketing, and Ironside Apparel. In addition to the local Scheels store, merchandise was also available at three other stores in Iowa: West Des Moines, Sioux City, and Cedar Falls. This retail exposure helped spread excitement about and knowledge of Herky on Parade. On multiple occasions, the CVB donated Herky on Parade merchandise to event organizers hosting silent auctions, schools, and other local charities. The community as a whole was extremely supportive. G. Measurable Results The CVB’s merchandise plan only included the production and distribution of the official Herky on Parade poster and collection of the twelve 8” figurines. It collaborated with other UI licensed companies to produce and distribute the t-­‐shirts, calendars, puzzles, pennants, and lanyards. The following summarizes the results of the former two items: 15,000 posters were printed; 8,000 were donated to the local school district and other charities, 3,000 were sold, and 4,000 remain in inventory. 5,500 8” figurines were produced; 5,000 have been either sold or donated and 500 remain in inventory as of this writing. H. Overall Effectiveness of Merchandise Program Herky on Parade would have felt incomplete without the merchandise program. After the project’s 2004 debut and the success of selling merchandise that year, it only made sense to re-­‐introduce the same types of items. These items were a tangible reminder of intangible experiences countless families and individuals had in visiting the statues and exploring areas of the community in which they did not normally frequent. Committee members heard numerous positive comments about the items; the calendar in particular allows people to reminisce about the project and remember their favorite designs all year round. Because this event is particularly special, Herky on Parade items will one day become a piece of history. 2. Supporting Question What did you do to update/change this program from the year (time) before? Were your updates/changes successful? The commemorative 2004 poster was produced and distributed before the unveiling to build nostalgia for the 2004 statues and build excitement for the new 2014 designs. This was a great update for 2014 while still giving a nod to the original Herky on Parade. Posters were produced and distributed to coincide with the unveil date. In 2004, they were not ready until after the Parade had been going on for a few weeks, so this timing was improved. Due to the popularity of miniature statues, the 8” miniature collection was expanded from six to twelve designs. Release dates of the 8” miniatures were also staggered this time; seven designs were released to coincide with unveiling and the final five designs were released later on. This met the demand to have collectibles available at the time of unveil and also kept interest to see the remaining designs when they arrived later in the summer. 3. Supporting Materials