Backgrounder

Introduction: Bring the Brand to the Fans
In April 2008, New Era Cap Company selected nParallel to design and develop portable, indoor/outdoor selling kiosks to promote the sale of New Era caps at the ballparks of Major League Baseball teams. nParallel is an international brand communication, merchandising strategy and display agency based in Minneapolis, Minn. Store fixtures, product displays, retail environments and tradeshow exhibits by nParallel convey brands and create user experiences that power up sales. New Era, headquartered in Buffalo, N.Y., is the leading designer and manufacturer of headwear and the exclusive manufacturer and marketer of the official on-field caps worn by all baseball players on every Major League Baseball team. New Era began installing the kiosks at major league ballparks in the summer of 2008. The roll-out will be completed by April 2009.

“Every player on every team in Major League Baseball wears an official New Era Authentic Collection cap,” said John DeWaal, vice president, brand communication, New Era Cap Company. “Our goal is to bring that message and our brand up from the playing fields and into retail areas of all the ballparks.”

After an initial evaluation, New Era narrowed its list of potential agencies to five firms and sent them a request-for-proposals. New Era judged each agency’s proposed designs on several factors: overall creativity, expression of the New Era brand, integration of elements of each team’s unique identity, use of images that reflect each ballpark’s emblematic architectural features, and the potential to support and increases sales.

“nParallel presented the best designs based on all your factors,” said DeWaal.

“New Era and Major League Baseball are premier brands,” said Megan Diamond, president, nParallel. “The history and richness of these brands and the distinct aspects of each team’s identity and ballpark inspired our creative team.”

Marketing Theme and Brand Expression
The overall marketing theme for the project: There are two ways to get an official Major League Baseball cap. The hard way: Earn one as a major leaguer on the field. The easy way: Buy one as a fan at the ballpark.

“To implement the project theme, we endeavored to design the kiosks as an identifiable retail space for single-focus merchandising devoted exclusively to New Era official caps,” said Mike Morgan, creative director, nParallel. “In the design, the primary signage conveys an essential brand message: New Era is the official on-field cap of Major League Baseball.”

Unity of brand expression (encompassing New Era, Major League Baseball and fans’ favorite teams) is essential to the design. That is why nParallel selected and incorporated images of each ballpark’s distinctive architectural features.

Easy Shopping for Baseball Fans
“The basic problem with merchandising at sports venues is that the typical souvenir stand sells all sorts of different products at different price points. It is confusing, and no single product stands out,” said Beth Smith, visual merchandising manager, New Era Cap Company. “In addition, fans who are ready to buy an item get stuck waiting in lines behind fans who are browsing.”

As noted, the kiosks are one-stop shops just for New Era caps. The vertical height of product placement in the kiosks makes caps visible to fans even in crowded areas.

The design established two distinct shopping areas, one on each side of the kiosk. These areas have mirrors and information on cap sizing. This is where fans can try on caps, ask questions, and get the right size. The central area with cash registers is where fans make their purchases. With the separation of shopping and buying areas, fans ready to buy a cap do not have to wait behind those who are still shopping. “This key element of nParallel’s design enhances shopability by making trying on and buying our caps more efficient and convenient – improving the experience for fans at the ballgame,” said Smith.

Special Design Elements
The kiosks had to be designed for both outdoor and indoor use. Every material used in manufacturing the kiosks, as well as the kiosks themselves when closed, is weather-resistant. In addition, to protect the valuable New Era merchandise, the kiosks are self-contained and secure when closed and locked.

“We wanted the kiosks to be portable so that teams can move them to different areas of their ballparks. For the first few weeks of a season, a team might want to position a kiosk in an area convenient for fans in the box seats. In the summer, they may want to experiment with deploying the kiosks near outfield seats,” said Smith.

Roll-out
In the summer of 2008, kiosks were installed for the Los Angeles Dodgers, the Oakland A’s, the Philadelphia Phillies and the Texas Rangers. For 2009, thus far, kiosks are scheduled to be delivered to the Colorado Rockies, Florida Marlins, Milwaukee Brewers, New York Mets and the St. Louis Cardinals.

Key Details
? Kiosk Dimensions: 18’ L x 8’7” H x 5’5” D
? Primary Materials: Powder-coated sheet and tube steel, plastic, ash wood (the
same wood used in most baseball bats)

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About New Era Cap
Founded in 1920, New Era Cap Company, Inc., the leading headwear manufacturer and creator of New Era Apparel, brings to market products that transcend time, culture, sport and fashion. Producing more than 35 million caps per year, New Era is the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their Minor League affiliates and maintaining agreements with other licensed entities. On the street, New Era is known as the Originator of the True Fitted for its signature cap style, the 59FIFTY. Some of the Company’s core markets include Action Sports, Children, Fan, Women and Fashion/Lifestyle. The Company, headquartered in Buffalo, New York, employs approximately 1,700 people world-wide in New York, Alabama and at its operations in Canada, Europe, Japan and Hong Kong. New Era is a ‘Category A’ affiliate of the Fair Labor Association.

About nParallel
Brand marketers and retailers know that store fixtures, merchandising systems and tradeshow displays establish the brand experience, engage customers and drive sales – if they are planned with imagination, then skillfully crafted. But, too often, unfocused planning, uneven execution and unexpected costs squeeze the creative spark out of their most promising concepts. The alternative, nParallel (www.nparallel.com), the international brand communication, merchandising strategy and display agency based in Minneapolis. Whether the venue for connecting with your customers is a store or a show, nParallel fulfills the big-picture vision while keeping a sharp eye focused on the details of disciplined production, meticulous program management, and the budget bottom line. Seeking uncompromised excellence in brand communication? Call nParallel, 763.231.4800.