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| CLIENT: Wichita Swim Club CHALLENGE: In 2000 Wichita Swim Club (WSC) was a nationally recognized swim team known to host many of the areas top swimming events. Over the years the number of regional swimming venues and competitions had dramatically increased. The cause for concern was that more area events could impact attendance, decrease the level of competition, and effect the bottom line. In 2004 WSC celebrated its 50th anniversary with a reunion event and in 2006 WSC hosted its 50th consecutive Air Capital Swim Meet making it one the longest running sporting events in the region. |
SOLUTION: The typical swim meet actually has four audiences: The Swimmers, their Coaches, their family members, and volunteers. In the end there are a finite number of winners so success is based more on personal accomplishments and the overall experience. For swimmers faster swims and fun with their teammates and competitors determines success. For Coaches it ranges from faster times for their swimmers, to tasty food available, and a well organized and run event. For family members the time between their swimmers events can be excruciating so keeping the meet moving, creating a comfortable environment to pass the time in and accessible parking are key. Last, but not least, the volunteers also want the meet to move along and they need to feel appreciated. The real issue was even if WSC did everything right and all participants had a positive experience, within the next two weeks they were off to another venue one meet began to feel like another. Stucky Design began creating event merchandising mainly t-shirts that put an identity to the meet. The idea was that it served as a reminder of the positive experience they had at a WSC hosted event. In the beginning the purpose of the T-shirt was not a revenue generator, but a brand experience. Typical meet shirts at other venues were usually two-color print on white shirts with a stock illustration simple type. We introduced full color designs on colored shirts, unique type and inspirational thoughts to our event shirts at roughly the same cost other events offered their white shirts. Over the years the Wichita Swim Club meets have developed a reputation for the having the best event shirts. Swimmers and parents line up during warm up to buy the event shirt because they know it will sell out. At a recent three day swim meet 13 different shirt designs were worn by swimmers. We have been told they are collectibles. |
DELIVERABLES: • Event Branding • Merchandising |
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