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Collegiate
Marketing Services, inc. (CMS) is a sports marketing and
manufacturing firm. For
more information
Collegiate Marketing Services (CMS) has developed a comprehensive program for the marketing of merchandise for University Athletic Departments (UAD). The Authentic ConceptÔ has proven to be highly successful in generating an additional revenue stream for the UAD. The Authentic ConceptÔ highlights the athletic traditions and history of the University and it also represents and supports with merchandise all the sports offered by the UAD. This marketing approach allows us to tap into the collegiate fans’ buying passion. The marketing of the Authentic ConceptÔ as the Athletic Department’s official online store, catalog or retail store also establishes a level of trust with the alumni or booster. By delivering excellent products and service the Authentic ConceptÔ helps create a tighter bond between the UAD and their boosters, alumni and fans. Image is everything. The Authentic ConceptÔ works because CMS makes every product, promotion, design and marketing decision based on its ability to create the image of a retail operation that could only by operated by the UAD itself. By achieving this, the consumer feels that he is supporting and interacting with the UAD on a personal level. This interaction creates a bond and a sense of trust between the consumer and the retail operation that cannot be duplicated by any other retail concept. The choice to purchase a collegiate licensed product originates from a consumer’s desire to support his/her team. When an Athletic Department implements the Authentic ConceptÔ, they are giving the consumer the ultimate outlet to make these purchases. The correct marketing of the official online store, catalog or retail shop as “the official source” to purchase UAD merchandise is the first step in creating the image. Having the correct product mix and delivering excellent customer service is what turns this image into a bond that results in a winning concept. Our product line has been carefully developed to create an image that gives the average fan a feeling of access to the merchandise available exclusively to the Athletic Department’s staff, coaches and players. “Wear what the Coaches Wear – Authentic Stuff from the Field” is the marketing slogan that speaks to the heart of what we are trying to accomplish. The Authentic ConceptÔ markets the on-line store as the official outlet to purchase the same t-shirts, sweatshirts, jerseys, hats, and polos that the players and coaches wear. A bond is created when the alumni or fan can go to the UAD’s official online store, catalog or retail shop and purchase the NikeÒ or AdidasÒ gear that their favorite head coach is wearing on the sideline. CMS complements the NikeÒ or AdidasÒ gear with the Athletic Department’s own private label t-shirts, sweatshirts and polos. This apparel features the Athletic Department’s own woven garment tag that helps reinforce the image upon which the Authentic ConceptÔ is based. A main emphasis of the Authentic ConceptÔ can be the marketing of current player items. Jerseys, pictures and t-shirts that feature current athletes, by NCAA regulations, can only be offered from institutionally contracted distribution channels. With the UAD’s approval CMS can distribute this merchandise for the institution. CMS has invested in the equipment and processes needed to create custom replica jerseys that feature any name or number that the customer desires. These jerseys have proven to be very popular with the fans of the university and the parents and families of the players on the teams. By emphasizing the exclusivity of the current player merchandise in the marketing of the Authentic ConceptÔ, we can enhance the image of the official retail store, catalog or retail shop as “the official source” for Athletic Department merchandise. The memorabilia component of our product mix is also important in creating the Authentic ConceptÔ image. Autographed balls, lithographs of great moments, framed pictures of past legends and plaques celebrating great seasons are all examples of the memorabilia in the Authentic ConceptÔ product mix. By adding this component, we are creating a shopping experience that incorporates the proud history and traditions of the Athletic Department. The memorabilia works as constant reinforcement to the consumer that he is supporting the UAD with his purchase from the official online store, catalog or retail shop. In addition, our memorabilia program can provide a needed service for UAD’s. The program relieves the university employees of the responsibility of handling the hundreds of phone calls and letters received requesting these items. It also assures the departments that all requests are handled in a manner that is most beneficial to the school. The “Sports Specific Program” is another key component of the Authentic ConceptÔ. CMS has invested in a custom production center that allows us to manufacture selected products one at a time. We use this capability to offer a collection of merchandise for every sport that is offered at the University. By making available merchandise for all of the non-revenue sports, we enhance the image of the official online store, catalog or retail shop as the “the official source” for Athletic Department merchandise. This program has proven to be very popular with the parents of the current student athletes, former student athletes and fans in general. In many cases CMS through the Authentic ConceptÔ is offering the only outlet for product supporting these sports. The goal of the Authentic ConceptÔ is to make the alumnus, fan or booster feel as if he is interacting and supporting the Athletic Department when making a purchase from the official online store, catalog or retail shop. By creating this bond, CMS is well aware that our response to customer service issues is critical. To upset a major booster or donor to the Athletic Department over the handling of a t-shirt purchase would work against exactly what the Authentic ConceptÔ is trying to accomplish. Because of this, CMS is committed to providing the best customer service and treating all customers in a way that enhances their image of the Athletic Department.
Collegiate
Marketing Services has used its extensive background and total
understanding of the market that exists for collegiate products in
developing the Authentic ConceptÔ.
It backs up this concept with a state-of-the-art production and
e-commerce infrastructure combined with extensive experience in
on-campus retail sales. The concept is a proven success story in
creating an additional revenue stream for the UAD. But perhaps more
importantly, our goal is to give the Athletic Department something
it can be proud of.
We
believe that if an Athletic Department chooses to get into the
retail market, the Authentic ConceptÔ
is the best model to use. Our
concept creates an Athletic Department store that the university
bookstore or any local merchant cannot duplicate. By design, it is
this separation from any local merchant that creates the exclusive
image of the Official Online Store, Catalog or Retail Shop. It is
this image that makes the Authentic ConceptÔ
a winner. |
The
Authentic Concept
