PORTFOLIO - Rich Penner - 2014 v.2

©Rich Penner - 2011

RICH PENNERMARKETING & EVENTS PORTFOLIO



TOURSTake your show on the road.

©Rich Penner – 2014


NCAA SPIRIT OF CHAMPIONS ©Rich Penner - 2014


NCAA SPIRIT OF CHAMPIONS

OBJECTIVE Extend Brand presence and marketing value of strategic partnership between The Coca-Cola Company and the NCAA, while connecting students, universities, and retail partners.

STRATEGYBuild emotional connections and “achievement” association through power of sport: both participation and the fan experience.

RESULTSFive-year traveling event engaged more than 200,000 active participants and drove sales among 250 partner retailers.

SCOPE(s)• Program Manager• Design & Build

Management



ACTIVELY BALANCED CHOICES TOUR ©Rich Penner - 2014


ACTIVELY BALANCED CHOICES TOUR

OBJECTIVEShowcase the portfolio of brands within the Coca-Colafamily and to help people gain a better understanding ofhow beverages fit into a healthy lifestyle.

STRATEGYBroaden the dialogue on the causes of obesity and otherhealth problems to include more discussion about sedentarylifestyles and physical activity related to achievingand maintaining healthy weight.

RESULTSFrom April 2004 through December 2004 the Tour traveled to 18 events generating 82,250 impressions.

SCOPE(s)• Account Executive• Program Manager• Design & Build

Management



MAZDA ROCK ‘N’ ROLL MARATHON




MAZDA ROCK ‘N” ROLL MARATHONS

OBJECTIVEExpand Mazda’s sponsorship of the Rock N’ Roll Marathon to elevate the brands presence beyond just a logo on the wall.

STRATEGYCreate a footprint on the world’s largest running series to establish Mazda as a company who wants to reinstate and build upon the love of motion consumers used to experience as a child, generating connectedness between attendees and the brand.

RESULTSWithin the 131 hours of activation, the Mazda Fueling Stations resulted in:• Mazda presence at 7 Rock

N’ Roll Marathons• Nearly 7,000 hand raisers• 3,500 Mazda Speed Cam

photos• Over 22,000 premiums

distributed


Management©Rich Penner - 2014


TARGET – C9 LAUNCH TOUR


SCOPE(s)• Tour Manager• Design & Build

Management


TARGET – C9 LAUNCH TOUR



JOCKEY


©Rich Penner - 2011©Rich Penner - 2014

JOCKEY “Tame That Booty” College Campus Tour


Management


TEAMSPut feet on the street.

GRASSROOTS



STILL BEVERAGE FIELD FORCE ©Rich Penner - 2014


STILL BEVERAGE FIELD FORCE

OBJECTIVE Introduce consumers to the Coca-Cola Company’s still-beverages portfolio.

STRATEGYDevelop a modular experience that gives field reps the ability to rebrand the experience on the fly to focus on high potential/high interest brands for each market.

RESULTSDiverse, flexible tour experience increased trial by 35% and repurchase by 50%, all with a 30% reduction in operating expense over prior initiatives.

SCOPE(s)• Operational Management• Design & Build

Management


2009 Winner Gold Ex Award for Best Multi-Venue Event


COKE ZERO AGENT

V I E W I N G P A R T I E S Z E R O D E C I B E L P A R T I E S

I N F L U E N C E R P R O G R A M



COKE ZERO AGENT COLLEGE AMBASSADOR PROGRAM

OBJECTIVEBuild positive brand associations for Coca-Cola among visionary college students as the Brand that supports authentic, unique experiences.

STRATEGYLaunch a grassroots ambassador program that gives influential college students accredited experience managing branded events.

RESULTSCoca-Cola Zero Agents on 34 campuses drew more than 266,000 students to events (comprising 40% new tasters) and achieved 1.5 million consumer impressions.

SCOPE(s)• Operational

Management• Design & Build

Management


2011 Winner Gold Ex Award Best Buzz Marketing/Influencer Program


SPRITE REMIX



SPRITE REMIX

OBJECTIVE Penetrate the youth market, reinvigorate Sprite as a youth iconic Brand with ReMix flavor extensions.

STRATEGYDevelop a highly experiential sampling tour centered on music and technology where consumers remix popular songs live.

RESULTSMulti-year initiative visited more than 60 markets and executed over 2,000 eventsengaging millions of targeted consumers. The Tropical and Berry Clear ReMix brands exceeded sales projections in consecutive years.

SCOPE(s)• Operational Management• Design & Build

Management




NATIONAL CONVENTIONS ©Rich Penner - 2014


NATIONAL CONVENTIONSOBJECTIVE Deliver on The Coca-Cola Company’s role as the “Official Recycling Provider” to drive awareness of its environmental commitment and the important role of recycling, make the Convention environmentally sustainable, refresh and hydrate attendees.

STRATEGYLeverage The Company’s partnership with the Democratic and Republican National Committees to send a strong call –to-action communication “Give it Back” showcasing The Company’s recycling commitment and develop a comprehensive on-site infrastructure to ensure guests access hydration and refreshment.

RESULTSDNC execution resulted in the largest one day sampling effort in the history of The Coca-Cola Company . Within 6 hours distributed 102,000 samples across a portfolio of brands,

RNC activation was highly targeted and provided upscale environment for VIP’s to relax and sample coffee and water beverages.


SCOPE(s)• Operational Management• Program Management• Design & Build Management


NCAA FINAL FOUR STREET TEAMS ©Rich Penner - 2014


NCAA FINAL FOUR STREET TEAMS

SCOPE(s)• Operational Management• Design & Build Management


CHAMILIA ©Rich Penner - 2014


CHAMILIAOBJECTIVEGenerate awareness, sales and excitement for theChamilia line of jewelry and their independent retailers. STRATEGYCreated the Chamilia Premium Event Program thatprovided independent retailers with all the necessary tools to host Chamilia Premium Events. Chamilia Party Coaches collaborated with each retailer to create a successful, turn-key event, and incorporated social media and PR to recruit guests and promote the event. Retailers were outfitted with the exclusively designed Party In A Box™ to transform their event into a festive Chamilia environment and included elements such as signage, branded jewelry rolls and polishing cloth premiums, wish list cards, good friend gift cards, catalogs and more. The newly launched Local Marketing Center provided retailers with custom printed invitations and direct mail lists to increase guest attendance and reach anew audience. RESULTSTo date more than 300 Chamilia Premium Events have taken place throughout the U.S. and Canada. The program has already generated over 40 new retailers carrying the Chamilia line and Chamilia has experienced a 195% return on investment. ©Rich Penner - 2014

2011 Winner Gold Ex Award for Best Retail/ In-Store Event Program

SCOPE(s)• Operational Management• Design & Build Management


COCA-COLA® OPEN HAPPINESS ©Rich Penner - 2014


COCA-COLA® OPEN HAPPINESS

SCOPE(s)• Operational Management• Program Manager• Design & Build Management


EVENTSCome together.



SPRING BREAK ©Rich Penner - 2014


SPRING BREAK

OBJECTIVE Build brand relevance and preference among college youth.

STRATEGYDominate the beachfront Spring Break experience and online chatter with live entertainment, competitions, and social-media integration.

RESULTSThe program has Hosted millions of college students, leading Rolling Stone to name Coca-Cola Beach the premiere Spring Break destination in the U.S. The 2010 effort garnered 10,000 Facebook friends for Coke and 7,500 event-video views on YouTube.


Management ©Rich Penner - 2014


VANILLA COKE FLOAT ©Rich Penner - 2014


VANILLA COKE FLOAT

OBJECTIVE Build media and consumer interest in the opening of the World of Coca-Cola attraction in Atlanta.

STRATEGYCreate a media event for the grand opening gala, leveraging the re-launch of Vanilla Coke as a thematic hook.

RESULTSThe “World’s Largest Float,” made with 3,000 gallons of Vanilla Coke and certified by the Guinness Book of World Records, drove more than 24 million media impressions in 22 top-tier media markets.



TCM CLASSIC FILM FESTIVAL ©Rich Penner - 2014


TCM CLASSIC FILM FESTIVALOBJECTIVE Deepen classic movie fans’ connection to TCM, other fans, increasing Brand evangelism, solidifying TCM as the authority on classic film.

STRATEGYLeverage the first annual TCM film festival in a creation of memorable , artistic, entertaining consumer experiences to celebrate the magic and fan’s passion for classic film and all that is TCM.

RESULTSLike a true Hollywood classic, the festival was set in the best city, the ultimate theaters, the most historical settings and was developed and created with business partners whose shared passion for cinema ensured a premier like no other! 4 days, 61 screenings, 48 hours of Club TCM, 11 speaker events, 2,000 movie lovers from over 45 countries. TCM deemed the event a tremendous success and has executed for 6 years running.




NFL GAME DAY ©Rich Penner - 2014


NFL GAME DAY




WINTER OLYMPICS ©Rich Penner - 2014


WINTER OLYMPICS

OBJECTIVE Bring to life the shared equities of The Coca-Cola Company and the Olympics in a unique and memorable experience that captures the uplifting, inspirational and celebratory spirit of The Games.

STRATEGYProvide guests a platform from which to experience the Olympics in a personal, authentic way showcasing the passion, excitement, and intensity of the Games and The Company’ s association and emotional connection to the spirit of the Games.

RESULTSCreated a 20,000 sq. ft. tented Olympics Sports pavilion “Coke On The Ice” providing guests the opportunity to become an Olympian.• 16 days of activation,

over 200 hours• 500K visitors• 165 athletes

visited/participated in the experience.




VERIZON MOBILE MAPPED PROJECTION ©Rich Penner - 2014


VERIZON MOBILE MAPPED PROJECTION


OBJECTIVE • Convert cable and

satellite customers to FiOS

• Encourage existing customers to expand “the whole house” to FiOS.

• Engage consumers through Social Media

STRATEGY• Four week street team

campaign showcased product information and gathered leads using QR codes

• Integrated instant win and grand prize sweepstakes

• 3D Mapped Projection captured guests’ attention while highlighting FiOS at multiple high traffic venues

• Executed a Social Media campaign including VIP Blogger Event, on-line contests and event invites.

SCOPE(s)• Operational Management• Program Manager• Build & Design Management


VAULT MOTOBOWLING ©Rich Penner - 2014


VAULT MOTOBOWLING


OBJECTIVE Create a PR event to support the launch of Vault. Enhance the presence of Vault and Coca-Cola at the Pepsi sponsored Daytona 500.

STRATEGYLeverage NASCAR driver Michael Waltrip and Greg Biffle and their Coca-Cola sponsorship, to drive traffic to the event. Utilize existing and impactful Vault branded CXT. Provide Coca-Cola and Vault presence at the Daytona 500.

RESULTSCreated “Motto Bowling” to deliver a unique and impactful PR event where 10 foot Vault branded bowling pins were pummeled by huge branded CXT trucks.

The program generated strong national reach with media coverage picked up by two national networks and 171 local affiliates..

SCOPE(s)• Program Manager


STONE MOUNTAIN PARK ©Rich Penner - 2014


STONE MOUNTAIN PARKOBJECTIVE Create a winter wonderland playground destination in the deep South, exposing consumers to the fun in the snow activities including: real snow, tubing, snowman building, and snowball fights.

STRATEGYCreate a park for all seasons! Covert Stone Mountain Park during the winter months into Snow Mountain Park by providing families an entertaining winter experience otherwise unavailable in the region. Create extraordinary memories with implausible activities.

RESULTSUsing state-of-the-art technology a plan was developed to pump water from Stone Mountain Lake to produce snow in any climate!• A 400’ hill with 20

lanes of tubing• Snowball shooting

gallery• Igloo City• Snofire Point with

bonfires and s’mores.

One of the South’s and Atlanta’s premier winter attractions 5 years running!


SCOPE(s)• Account Executive• Operational Management• Program Manager• Design & Build Management


DISNEY – ESPN THE WEEKEND ©Rich Penner - 2014


DISNEY – ESPN THE WEEKEND




TARGET – LIBRARY MAKEOVER (MLB Integration)



Management


TARGET – LIBRARY MAKEOVER (MLB Integration)



Management


ENVIRONMENTSImmerse them.

SCOPES PROVIDEDOperational Development Design & Build Collaboration



TARGET BACK TO COLLEGE ©Rich Penner - 2014


TARGET BACK TO COLLEGE




VAULT COUNTRY MUSIC AWARDS FESTIVAL ©Rich Penner - 2014


VAULT COUNTRY MUSIC AWARDS FESTIVAL




RICH PENNER


VIMEO LINK OF PROJECTSSpring Break: http://vimeo.com/43909711Verizon Mobile Mapped Projection: http://vimeo.com/49630889

[email protected]

http://vimeo.com/43909711





PORTFOLIO - Rich Penner - 2014 v.2

Documents

jockey rich penner

grassroots rich penner

mazda presence

brands presence

portfolio of brands

modular experience

fan experience

beverage field force