2. PROFILE
• Highly motivated marketing professional with over 20
years’ of experience in the consumer package goods,
OTC Pharma, hospitality and retail industries.
• Goal oriented, results driven leader who is a passionate,
cooperative and proactive team member. Excellent
written and presentation skills.
• Strategic planner with flawless tactical execution.
Possesses strong analytical skills and prudent budget
management.
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3. MG Consulting
demonstrated success in the following areas:
Marketing Planning/Strategy
• Precision Sports – Rebranding
Strategy, SteelFit 2014 plan
• Just Born Inc. – 2012 Promotion Plan
• KRAFT/Nabisco – Ritz/Newtons 360
degree Integrated Marketing Plan
Digital/PR
• Social (FB, Twitter, etc)
• Website
• Content development
(Clarion Brands)
• Concept development
Communications
• Sales Communications –
KRAFT/Nabisco
• C-store channel planning,
HQ Sales Coordinator
• Annual sales planning
Promotions
• Sampling
• Coupons/Sweepstakes
• Retailer tie-ins
• Signage/Displays
• Advertising Print, TV,
Mobile, Radio
Analysis/ROI/Budget
• SWOT – Precision Sports
• ROI – Newtons launch, C-store promo
radio program, in-store media
• Analysis – Clarion Brands,
• KRAFT/Nabisco annual
brand plans and ongoing
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MG Consulting
4. Case Study: Precision Sports Entertainment
Re-branding for SteelFit property
Background: The SuperFit Championship Series started in Spring 2013 with 4 qualifier events in New Jersey and a
Championship event in Point Pleasant, NJ. Each event garnered approximately 30 athletes with the championship in June
having 95 athletes and 750 spectators at Point Pleasant Beach.
Four cross fit gyms partner with PSE for workout design and judging. PSE handles all marketing and promotion including:
event planning/execution, securing sponsorships, social media, website, TV Production, collateral materials (eg. Tents, Table
cards, banners, etc.) and communication to athletes.
All Branding and communications were done through the name “ SuperFit Championships” via website, email blasts, Facebook
page, Twitter and through the gyms communication assets (fliers, FB, etc.). FB fans reached 1,187.
Rebranding was needed in order to grow the business and avoid confusion with SuperFit contests located in Virginia. Pre
event and event day materials (e.g. collateral fliers, tents, banners, medals, etc. were produced under the new brand name,
SteelFit Championships.
Rebranding objectives: Leverage existing brand equity and introduce new SteelFit brand without alienating
current consumers/athletes/sponsors. Provide a seamless transition from SuperFit
brand name to SteelFit. Minimize athlete dissention
Overall Objectives for SuperFit property - REBRANDED AS: SteelFit Championships
Primary- increase athlete participation at events, grow sponsorships
Secondary- increase awareness, document event and encourage athlete
participation through social media (Facebook, twitter)
MG Consulting
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5. Case Study: Precision Sports Entertainment Re-
branding for SteelFit property - continued
Rebranding Foundation: Why SteelFit?
• Ultimately allowed client to expand into other areas outside NY/NJ Metro and avoid athlete confusion with Superfit, VA
• New name better fits the competitions and how athletes view their progress, dedication and passion
RATIONALE:
Titanium has a higher strength to weight ratio, but Steel is still the ultimate test of strength. All of the worlds tallest, best
designed and strongest skyscrapers are made of steel and concrete (eg. Freedom Tower = glass, steel and stone).
*Steel –
Noun – A hard, strong metal made chiefly from iron
Verb – To prepare oneself by becoming determined and hard, like steel (“She steeled herself to jump out of the plane”. “the
coach hoped that this inspirational talk would steel the youths in pursuit of their dreams”)
Prepare oneself to do something difficult – THAT IS STEELFIT and the challenge the athletes take
RESULTS: Athlete participation rose over 100% vs. year ago with final event at capacity 112 competitors.
Approximately 1,750 spectators (vs. 750 year ago). Sponsorship sales more than doubled. Facebook
likes went from 1,187 in 2013 to 12,354 by year end 2014. TV reached 8MM+ homes on SNY with a
1 hour show airing 4x between July/August. Seamless transition from SuperFit to SteelFit Championships
from athlete, sponsor and spectator perspective.
Before After
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6. 6
Case Study: Precision Sports Entertainment Re-branding
for SteelFit property - continued
Jan. Feb. March April May June July Aug.
Registration
week of1/6 -
communica
te reg open
opens 2/5
events 1&2
Toms River
event sold
out
All events sold
out
Events - NJ (5)
4/26 Toms
River
5/10
Morristown
May 17
Lawrenceville
6/7
Woodbridge
6/21 Finals
Jenks/Pt.
Pleasant
Logo
1/6-First
Round
Begin Transition
New Logo
25% weight
new vs. old
75% weight
new vs. old
Fully
transitioned
to new logo
1/22-Final
PR
Begin Transition
New Logo
25% weight
new vs. old
75% weight
new vs. old
Fully
transitioned
to new logo
Website/email
blasts
Begin Transition
New Logo
25% weight
new vs. old
75% weight
new vs. old
Fully
transitioned
to new logo
Social Media
Begin Transition
New Logo
25% weight
new vs. old
75% weight
new vs. old
Fully
transitioned
to new logo
TV
2/15 blocking
grid script due
Athlete
interviews
Athlete
interviews Talent scripts
Pre-Pro Mtg
6/15
7/14 1st air
4pm 8/9 4pm
Sponsor
ads/logos
Fri 6/20
rehearse 7/19 air 4pm 8/16 4pm
6/21 Event
SteelFit 2014 FLOW CHART - Rebranding/Media
7. For additional information, please contact:
Melissa M. Griffie cell 973.906.4075
melissagriffie@optonline.net
Thank you for your time and
consideration
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