VCU Brandcenter Live Client
STORY
DISCO Sports is a Richmond, Virginia sport retailer that's been serving the area since 1970.
Due to losing customers to megastores such as Dick's Sporting Goods, Disco was looking for a way to bring in more customers, with little to no budget.
Unless they are lifetime customers, Richmond citizens have no reason to get their equipment from Disco.
TARGET OPPORTUNITY
Disco Sports has a long connection to the Richmond Sporting Community, something competitors do not have.
STRATEGY
Position Disco Sports as the "Home Team" for the Richmond sporting community.
Over the past 3 years, more and more people are moving to Richmond. Many of these people are coming from the Northern Virginia area in search of affordable housing. This has left DISCO in a potentially difficult position, as it’s storied history isn’t known by those new residents. While long-time residents may have a connection to DISCO, a locally-owned store doesn’t resonate with new locals.
Richmond Times-Dispatch
New residents…
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Don’t know who DISCO is
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Don’t have a connection to local Richmond stores
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Don’t feel part of the community yet
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Only know about national competitors
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Have no reason to choose DISCO over alternatives
This tell us that the issue is brand equity.
Brand Equity - the intangible value and positive associations that a brand accumulates over time, influencing consumer perceptions, preferences, and loyalty.
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Sympathize
Show Richmond athletes that Disco understands the trials and tribulations of athletic participation.
Supply
Supply individuals, programs, and organizations with quality gear that meets their needs.
Support
Support Richmond athletes by being their #1 cheerleader during and after their “athletic careers”.
What makes up Brand Equity?
What would proper Brand Equity look like for Disco Sports?
Background
DISCO Sports is a Richmond, Virginia sport retailer that's been serving the area since 1970. With inventory that spans across various sports (soccer, baseball, swimming, etc...) DISCO has supplied all kinds of athletes for generations.
The Ask
Due to losing customers to megastores such as Dick's Sporting Goods, Disco was looking for a way to bring in more customers, with little to no budget.
Problem
Unless they are lifetime customers, Richmond citizens have no reason to get there equipment from Disco.
Opportunity
Disco Sports has a long connection to the Richmond Sporting Community, something competitors do not have.
Strategy
Position Disco Sports as the "Home Team" for the Richmond sporting community.
BRAND MANIFESTO
Competing is always harder when you don’t have a team you trust in your corner.
You want someone who is going to learn your needs instead of selling you the shiniest item on the shelf.
As Richmond’s Home Team, our goal is to support and guide you, so that you have the gear necessary to achieve athletic greatness.
We’ll stick with you whether you lose your little league game or win the state championship. We’ll stick with you for generations to come.
Disco Sports
When it comes to gear, the Home Team always wins.
CONCEPTS/ACTIVATIONS
Spring Training
Every year before baseball season begins, Disco sets up a batting cage with a pitching machine in their parking lot.
Young athletes are able to test out a variety of bats, catchers mitts, and gloves. Disco sales reps get to know the athletes and recommend certain equipment for them to try.
Disco Explorer Club
Sport Experimentation Program in which Disco makes it less cost-prohibitive for young athletes try a new sport.
Entry-level athletic equipment for different sports are “bundled” together at a discount.
Champ Tees
Offer Custom Tee’s to Richmond League Champion’s of all sports to be apart of core defining athletic memeories.
Community Partnerships
Disco becomes a community business partner with local youth sports clubs by contacting club officials, setting the terms of the partnerships, and then collaborating on events to be actively seen in the Richmond community.