Approach
HDC was hired to build a new website for Wilson. The current Wilson website
was static and unable to meet their global growth goals. We saw it as an
opportunity for Wilson to grow the brand into a major global force, develop an
e-commerce strategy and create greater efficiency and consistency in the
process.
Though there was strong executive leadership, due to the magnitude and impact of
this plan, initially there was a fair amount of organizational resistance and
skepticism to change. We scaled our standard HDC Overarching Development
Process to address concerns and worked with a core management team along with
an integrated team that included over a hundred stakeholders at key points in
the development process.
Strategic: Development, Integration and
Implementation
The scale and number of
stakeholders demanded a thoughtful and transparent process. Once again, we
leveraged our proven HDC process for Wilson Sporting Goods Co.
During the Envision phase,
we integrated extensive and broad reaching components.
Our goals, objective and strategic work included
plans for:
• Rebranding Wilson
• Aligning each of the
categories with the overarching brand
• Testing brand and creative
work with consumers
• Social media
• Technology integration
• Content
• Video
• E-marketing
• Comprehensive Search Engine
Optimization
• Internal and external rollout campaigns
• Packaging
Technology implementation:
During
the Discover phase a GAP analysis was performed to identify new technology
requirements. Based on existing technical standards / preferences, business and
functional requirements, Hanson Dodge Creative evaluated and guided the
selection of technologies and vendors under consideration.
These
included:
• Alterian
/ Morello – Web Content Management System
• BazzarVoice
– User-Generated Reviews and Ratings
• Google
Maps
• Xinet
– Rich Media Digital Asset Management
• Adobe
Flex – For developing custom product configurators
Our implementation tactics included:
• Comprehensive website,
implemented in phases, beginning November 17, 2010
• 300-page comprehensive online
Brand Playbook
• Packaging and point of sale
• Three-year strategic marketing
and technology vision
Measures:
• A vision of the future and
brand to match
• Demand for the new brand
image from major retailers
• Increased sales
• Increased traffic
• Improved brand cohesion and
adaption
Client Testimonials:
“I’ve worked with a lot of
firms in my life, but these guys are different. They’re the real deal.”
Chris Considine
President
Wilson Sporting Goods Co.
“Today is the day that we
will look back on as the day that changed everything.”
Jon Muir, General Manager of Racquet Sports for Wilson
Sporting Goods at the roll-out of the new Wilson Brand Platform
Results:
On November 3, 2010, Wilson held a global brand launch event, with
partners and employees around the world participating via webcast. The
president of Wilson presented the brand vision as critically important to their
future. New, impactful brand creative brings the new brand position to life and
reflects that Wilson is “behind more winning moments in sports than any other
brand in the world.” The new website brings the remarkable range of Wilson
sport products into one brand-driven, efficient and rewarding experience. The
Wilson program debut received rave reviews throughout the organization and
skepticism turned to excitement. The company is now aligned under one global
vision and position and Wilson teams are beginning to adopt and execute against
the platform. It is first time that Wilson will speak in one voice and present
a unified view of the brand. The new Wilson website now befits a global leader
and they are on track to sell online in 2012. Wilson is bringing its amazing history,
innovation and leadership stories to life for consumers for the first time in
their hundred-year history. The new positioning will be supported by
traditional, digital and social media and promotions and will roll out in
2011. Wilson is poised to compete against
other leading sport brands, as never before.