Hanson Dodge Creative - Active Lifestyle Portfolio

Championing The Brand

america’s leading brand experience design and technology agency focused on the active Lifestyle Consumer. With more than 25 years of experience, hanson dodge Creative delivers the sharp strategic focus and smart solutions that keep our clients at the forefront of their categories. Visit us online at hansondodge.com.

hanSon dodge CreaTiVe ACTIVE MINDS AT WORK™

Hanson DoDge Creative ACTIVE MINDS AT WORK™

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© 2008 hanson dodge, inc. all rights reserved.

A powerful synergy of technology designand brand experience. More strategicthan a design or interactive firm. Deeper than an advertising agency.


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involve

(creativity)

(technology)

Brand Experience

(culture)

inspire

share

Driving sales and building loyalty starts with a simple philosophy: Involve consumers with solid technology, inspire consumers with creativity and encourage consumers through a sharing environment to immerse themselves in the brand experience.

Involve. Inspire. Share.


BRAND experienCe 4


Wisconsin Department of Tourism

Horizon Fitness

TREK BADGE MARK: CMYK Color Variations (Red)Ken [email protected](920) 478-2191 ext. 12426

Trek Bicycle

Saris Cycling Group

Nike Cycling

Eureka! ®

CycleOps

Burton Snowboards

Old Town® Canoes & Kayaks

President’s Council on Physical Fitness

Wolverine WorldwideOcean Kayak™

hanson dodge Creative works with some of the biggest brands in the outdoor and fitness categories, helping them reach new audiences, embrace new technologies and cement their position as leaders. We can do the same for you.


REpRESENTATIVE Clients 5

Actively leading the way.


The shape of success.

Sales Training CD

Training Guide

Website



HORIzON Case stuDy 6

Through logical brand development, disciplined brand management, breakthrough product design and smart channel strategies, hanson dodge Creative helped horizon Fitness muscle its way to a leadership position in the highly competitive retail and big box arena.

Catalog

AFG Case stuDy

Website

Rethinking specialty.

it’s only a specialty if the big box store doesn’t have it. With that in mind, hanson dodge Creative partnered with horizon Fitness to create the advanced Fitness group brand exclusively for specialty stores. horizon started with a clean slate in order to rethink every aspect of the user experience from ergonomics to programs and displays. The result is a channel-specific line of unique products that you can’t find at any big box store.



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Tradeshow Banners

Tempo Packaging



MERIT/TEMpO Case stuDy 8

A grand opening.

horizon Fitness wanted to capitalize on an opportunity to provide low-cost treadmills to mass market retailers, but didn’t want to dilute the status of the horizon brand among its current sporting goods retailers. So hanson dodge Creative helped horizon create two product lines – merit and Tempo – that addressed the needs of an audience looking for simple, affordable fitness equipment, while giving the new brands unique looks and voices that clearly set them apart from the parent brand.

Merit Fitness Website

Tempo Website

eighteen years ago Trek signed on with hanson dodge Creative, looking for a partner to help take it to the next level. Trek is now the biggest bike brand in the world.

Riding all the way to number one.

Catalog Spread



TREK Case stuDy 9

Catalog Spread

TREK BADGE MARK: CMYK Color Variations (Red)Ken [email protected](920) 478-2191 ext. 12426

Website – Feature Section

Website – Feature Section

Website – Bike Detail Page

Website – Home Page

TREK Case stuDy

The Trek team innovated virtually every aspect of their elite racing machine to introduce the all-new madone, the ultimate performance bike. our job was to help Trek communicate a complex technology story while creating excitement around a breakthrough new product.

Trek launches next-generation technology in the all-new Madone.

Website – Secondary Page

Brochure – Spread



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TREK Case stuDy

Point-of-Sale Display

Print Brochure

Promotional Support



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The bike market’s growth depends largely on getting lapsed bikers back into the saddle. Trek’s Lime was designed to reintroduce non-participants to the joys of bike riding. hanson dodge Creative’s integrated product launch program, including collateral, in-store support, pr, promotions and a mini website, delivered strong results on all key metrics – including the most important – sales. The mini-site also won Best marketing Website recognition for 2007 from the Web marketing association.

A whole new way to ride.

RIDE AT YOUR SPEED

Escape®

JOHNSON OuTDOORS Case stuDy

over the past two years, Johnson outdoors Corporate has relied on hanson dodge Creative to translate its brand position as the leader in the outdoor experience. Working across the breadth of the Johnson outdoors brands, we help channel the spirit of the great outdoors through our work in print, web, promotions, packaging and in-store experience design.

The Spirit of Adventure.

Ocean Kayak™Old Town® Canoes & Kayaks Extrasport®

Tech4o®Necky® Kayaks Eureka!®

Carlisle®Humminbird®



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®

Website

Annual Report



OLD TOWN CANOES & KAYAKS Case stuDy 13

in addition to bringing new life online to this 100-year-old brand through website redesign, hanson dodge Creative developed an integrated program to relaunch the Cayuga kayak to appeal to a growing market: beginner and intermediate kayakers.

Advancing tradition.

Website

Point-of-Sale MediaFeature Mini-Site



JOHNSON OuTDOORS Case stuDy 14

Website



HuMMINBIRD Case stuDy 15

humminbird’s promise of being simply, clearly, better wasn’t exactly true about its website. in a complete site redesign, hanson dodge Creative and humminbird worked together to organize an incredible amount of required brand support information within an intuitive and user-friendly interface. plus an easy-to-use eCommerce platform made shopping for products directly from them a reality.

Clearly. Better.

Website – Home Page

Website – Secondary Pages



EuREKA! Case stuDy 16

Facing increased competition from high-powered brands like The north Face, hanson dodge Creative developed a brand strategy to speak to recreational and family campers, and then translated that into branding tools, catalogs and an engaging eCommerce website.

For Life Outdoors.

Catalog SpreadCatalog Cover

Website – Home Page Website – Secondary Page

a smarter, more up-to-date web strategy and harder-hitting ads from hanson dodge Creative helped necky Kayaks strengthen its hold on the enthusiast market and get more adventurers out on the water.

Bringing enthusiasts on board.

Website

Imagine a kayak that feels so good you never want to get out of it. That’s Eliza, the new women’s kayak from Necky. Its compact cockpit makes you feel secure and fi rmly in control. And its balance of maneuverability and reduced drag will help you keep up with the guys. Or just plain leave them behind. Find out more at neckykayaks.com.

The Eliza.™

Fits like your favoritepair of jeans.

NEW FOR 2007

Print Ad



NECKY KAYAKS Case stuDy 17

N

Print Ad

ocean Kayak’s user-friendly “sit on top” kayaks were loved by casual paddlers but its website was not. new web and marketing strategies from hanson dodge Creative capitalized on ocean’s laid-back appeal to introduce kayaking to a broader market.

Laid back, forging ahead.

Website



OCEAN KAYAK Case stuDy 18

Print Ad

Website – Secondary Page

With obesity rates rising to near epidemic levels, hanson dodge Creative helped refocus attention on fitness through a highly interactive web approach for the president’s Council on physical Fitness. The site strategy helped the president’s Council on physical Fitness include not just america’s classrooms, but also Corporate america and the media.

Making fitness a national focus.

Website

Brochures

Posters


THE pRESIDENT'S COuNCIL Case stuDy 19


For nike, one of world’s most recognized brands, cycling remained unclaimed territory. Leveraging our years of cycling industry experience, hanson dodge Creative designed catalog and web-based programs that helped nike enhance its credibility with serious riders.

Taking Nike to a whole new place.

Catalog Cover

Catalog Spreads

Website



NIKE CYCLING Case stuDy 20

Through the design of a more compelling web experience, great lifestyle photography and engaging online promotions, we’ve helped Wolverine resposition itself as a head-to-toe lifestyle brand while retaining its “relentless by nature” positioning.

up by its bootstraps.



WOLVERINE Case stuDy 21

Website



WOLVERINE Case stuDy 22

Website – “Wolverine/Sports Illustrated Swimsuit Edition” Mini-Site

Website – “I am Wolverine” Mini-Site

Engaging the consumer with the brand through online promotion.

extreme makeover, corporate edition. hanson dodge Creative repositioned and renamed the former graber Corporation, rebuilt and refocused its brands, helped it make tough product-line decisions and helped it secure leadership positions in each of its product categories.

positioned to lead.

Consumer Ad

Packaging



SARIS CYCLING GROup Case stuDy 23

Website

The state of Wisconsin, a highly popular midwestern tourism destination, engaged hanson dodge Creative to design a more intuitive and dynamic online experience to meet the information needs of a widely-diverse audience. The Wisconsin Tourism site allows site visitors to determine search criteria, whether by destination, activity or dates of travel, and quickly guides users to relevant content. Behind the scenes, a custom-designed content management system interlinks all content to create the richest user experience while allowing hundreds of content providers an easy-to-use interface and tool sets to support their need to provide ongoing refreshment of site information.

The great escape.

WISCONSIN TOuRISM Case stuDy



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Website

Custom product programsour simple philosophy of inspire, involve and share delivers the ultimate brand experience in our propietary application-driven Custom product programs. all great brands have an intimate understanding of their archetypal consumer. a few really great brands have figured out how to let this consumer in on the product design process. our Custom product programs have set a new standard of customer involvement for clients like Volkswagen, Burton Snowboards and Trek Bicycle.

Customers can go online and seamlessly specify components, select product styling options and completely personalize their product, enabling them to express their love of a brand and their unique personality simultaneously. For brand lovers, it’s personal. Custom product programs allow for the emergence of brand champions. Capturing the imagination as well as the hearts of these champions is brand magic.

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inSpiring paSSion. deSigning LoyaLTy.

Trek wanted to give serious cycling enthusiasts the chance to create their own dream bike – from components to paint. Through project one, we helped those dreams materialize.

http://projectone.trekbikes.com

Trek project One. Dreams materialized.

Website – Home Screen

Step 1 Step 2 Step 3

TREK pROJECT ONE Case stuDy



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Brochure

Burton’s Series 13 custom board program, developed by hanson dodge Creative, makes snowboarding’s hottest brand the leading innovator in online product customization. Launched to rave reviews and unprecedented response, the first generation of Series 13 quickly exceeded all sales projections. hanson dodge Creative continues its partnership with Burton to keep the program fresh.

www.series13.com

Turning 13 into a lucky number.



BuRTON Case stuDy 27


Website – Custom Product Detail

VW Case stuDy

Working with Crispin porter + Bogusky, hanson dodge Creative built a web system that allows VW fans to build the car of their dreams in real-time 3d and then experience their car in a personalized video. The system is being used for all new VW models, helping convert web joyriders into real world buyers.

www.vw.com

Dream It. Build It. Buy It.




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Website – Secondary Pages

Great by design.

Consumers expect great features in a product, but they fall in love with surprising little details. our product styling team helps clients mine the nuances of their brand’s core values to deliver product experiences that live up to the consumer promise. From subtleties of texture and form, to usability, coloration and graphic details, we help brands reward their consumers with delightful product experiences.

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We helped Horizon Fitness differentiate its treadmills through product styling to gain entrance with individual retailers, such as the sports authority and Dick’s sporting goods.

Working in partnership with Burton snowboards, we launched the series 13 custom board program – the first of its kind in the industry.



pRODuCT STYLING Case stuDy 30

as part of relaunching the Cycleops brand, saris Cycling group wanted to make sure the styling of its products matched their performance.



pRODuCT STYLING Case stuDy 31

a Hanson Dodge Creative redesign of its entire snowshoe line helped sherpa notch a 50% sales jump year-over-year and opened doors for the brand with some of the leading outdoor equipment retailers.

a passion in the making.proCeSS oVerVieW

Building deeper relationships through end-to-end brand experience.We deliver a fully integrated, wide range of strategic, technological and creative services. at hanson dodge Creative, over 90 strategists, designers, marketers, application developers and artists deliver a level of synergy that few advertising agencies and design firms can offer. 25 years of undeniable results for some of the world’s strongest brands is the proof.



SERVICES & SOLuTIONS 33

STraTegiC SerViCeS

Brand experience Strategy

integrated marketing, pr and promotions planning

interactive, eCommerce and emarketing planning

Technology Strategy & architecture

TeChnoLogy-driVen marKeTing SoLUTionS

proprietary Brand advantage Testing ™ (online research)

Custom product programs

Content management Systems

new media Services

Custom application development

eCommerce platforms

Third-party Vendor management

database design & development

CreaTiVe deSign SerViCeS

User experience design

information architecture

integrated online and print Catalogs

print and online Communications

advertising

interactive Sales Training

Brand identity progams

packaging and p.o.S.

product Styling

CONVERSION

Initiate the brand story. Begin the brand-customer relationship.(how the brand presents itself / how the brand acts)

Fulfill the brand promise. Strengthen the customer relationship.(how the brand responds / what the brand does)

RECRUITMENT RELATIONSHIP

BRAND INDIFFERENCECONSUMERLet’s face it, they don’t know you at all.

CHANNELTotally o� their radar.

ORGANIZATIONYou’re product-driven andyour brand is a moving target.

BRAND AWARENESSCONSUMERYour target starts to consider you.

CHANNELThey’ll listen to your pitch.

ORGANIZATIONYou’re discussing the importance of branding.

BRAND INVOLVEMENTCONSUMERYour target market starts buying your product

CHANNELActively purchasing.

ORGANIZATIONYour brand is more clear, its importance more accepted.

BRAND CHAMPIONSCONSUMERYour customers become your best sales people.

CHANNELConsiders you a vital partner and recommends your products.

ORGANIZATIONEmployees live and breathe your brand.

The brand champion continuum.

Moving from indifference to devotion.True brand champions are made, not born. it’s a process that requires discipline, dedication and careful attention to every detail. and it’s critical to your success. Study the diagram below. Where are you? Where do you want to be?



BRAND DevelopMent 34

Winning the Active Lifestyle Consumer.process integrationyour marketing and technology choices are boundless. your budget isn’t. our clear process and professional management approach enable our teams to work through the full range of issues you face and build breakthrough programs with the greatest return for your marketing dollar. put simply: the right brand positioning, the right message and the right technology.



pROCESS overvieW 35

ENVISIONDISCOVER

WEB TRAFFIC & E-SALES ANALYSIS

PRIMARY RESEARCH (OPTIONAL)

COMPETITIVE AUDIT

REVISE PRELIMINARY CONCEPT WIREFRAMES

USER PROFILES/ PERSONAS

SOURCE DEVELOPMENT VENDORS

TECHNOLOGY RECOMMENDATIONS

CLIENT MEETING: VISION PRIORITIZATION

CLIENT MEETING: SOLUTION, REQUIREMENTS, TECH RECOS (IF APPLICABLE)

SITE MAP & WIREFRAMES

FUNCTIONAL SPECS

DESIGN CONCEPTS

CONTENT PLAN

SYSTEMS ARCHITECTURE

USABILITY

SERVER CONFIGURATION SETUP

CONTENT DEVELOPMENT

SCREEN DESIGN

FINALIZE QA PLAN

TEMPLATE AND PAGE PRODUCTION/DEV’T

QA TESTING

MAINTENANCE CONTRACT

DEBUGGING

SITE LAUNCH

EXECUTE MANAGEMENT PLAN

EXECUTE MAINTENANCE PLAN

CLIENT MEETING: POST-LAUNCH

CLIENT SATISFACTION ASSESSMENT

RESEARCH DESIGN BUILD TEST & DEPLOY MEASURE, MANAGE & IMPROVE

INTERACTIVE INTEGRATION

PRELIMINARY MARK-UP TEST

HD INTERNAL REVIEW

CLIENT MEETING: BETA SITE PRESENTATION

DISASTER RECOVERY PLAN

PRODUCTION STYLE GUIDE(OPTIONAL)

TEST & DEPLOY ASSIGNMENT

MEASURE/MANAGE/IMPROVEASSIGNMENT

CLIENT MEETING: DISCOVER STARTUP

DISCOVER REPORT

PROJECT RECOMMENDATIONS

CLIENT MEETING: DISCOVER REPORT &

PROJECT RECOS

CLIENT MEETING: RESEARCH REPORT & RECOMMENDATIONS

AND BUDGET

PRELIMINARY PLANS

PROJECT REQUIREMENTS W/EXECUTIVE SUMMARY

DESIGN ASSIGNMENTREVISED PROJECT PLAN

DEVELOPMENT PLAN

EXECUTE EMARKETING/PROMO PLAN

RESEARCH REPORT & RECOMMENDATIONS (RRR)

BUILD ASSIGNMENT

MEASURE/MANAGE/IMPROVE PLAN

PROJECT SOLUTION

INTERACTIVE DEVELOPMENT

FINALIZE MEASURE/ MANAGE/IMPROVE PLAN

DEPLOYMENT PLAN

DATA POPULATION PLAN

SET UP PROJECT MANAGEMENT SPACE

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client touchpoints

iterative process (work-internal review-revise- present, rinse and repeat)

internal briefs

“ hd’ers, i spent a few more minutes on www.trekbikes.com and want to congratulate all of you for doing an amazing job! on time, on message, on budget. now for the more heartfelt thoughts... i really appreciate your extra effort to pull this off. it means a ton to me and Trek to have such a reliable team of people in our camp. Thanks again for a job well done!”

Derek Deubel Marketing Director

trek Bicycle

“ your commitment to Burton and this project is evident. i am impressed with how quickly you have come up to speed and the quality of product you have generated.”

todd King product Manager Boards

Burton snowboards — series 13 Custom Board program

“ The impact of your branding program at Saris Cycling group has been dramatic throughout the organization. your work has helped bring long range goals near, for our business and for our brands. new doors are opening and sales are increasing.”

David Cathcart Marketing Director saris Cycling group



RAVING Fans 36

“ hanson dodge has delivered outstanding creative and has been a tremendously proactive partner, and a real advocate for the horizon brand from day one. Their dedication and passion for the work have been integral to our phenomenal sales growth and new customer acquisitions.”

Mike olson Manager of product & Marketing

Horizon Fitness

“ The overall consensus around here is that this is the best annual report we’ve ever had because it truly reflects our vision as a company and its people. it is such a pleasure to work with a creative team that ‘gets it.’

Thanks for helping us out! Looking forward to doing it again next year – of course, with a lot more lead time!”

Cynthia georgesonvice president of World Wide Communications

Johnson outdoors

HANSON DODGE CREATIVEACTIVE MINDS AT WORKTM 220 e. BUFFaLo ST. miLWaUKee, Wi 53202

ph 414.347.1266 FaX 414.347.0493 hanSondodge.Com or CaLL direCT: DAWN FINNEGAN Vp-STraTegiC deVeLopmenT414.270.8353

aMeriCa’s leaDing BranD experienCe Designers FoCuseDon ConneCting WitH outDoor- anD Fitness-entHusiasts.

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Hanson Dodge Creative - Active Lifestyle Portfolio

Business

horizon brand

creative works

parent brand

biggest bike brand

website bike

technology technology

advanced fitness group

trek case study10 trek