WALK. MOVE. LIVE. spring summer 2014 Bricks & Mortar Transition Guide
TABLE OF CONTENTS I. INTRODUCTION a. Background b. Dr. Andrew Weil II. III. IV. BRAND TRANSITION a. Messaging b. Transition Lock-Up SCHEDULE AND TIMING ASSETS V. TRAINING VI. VII. SOCIAL MEDIA RESOURCES a. Retailer Resource Center b. Online Brand Assets VIII. TERMS AND CONDITIONS SS 14 BRICKS & MORTAR TRANSITION GUIDE
I. INTRODUCTION Vionic Group LLC ( Vionic ) formerly Vasyli LLC, has been creating life-changing footwear solutions since 1979. Since the beginning, we ve been committed to providing our customers with the best business solutions possible to ensure they can effectively sell our products. This is why we ve put together this Bricks and Mortar Transition Guide. It will provide your organization with what you need for a smooth transition to the new Vionic with Orthaheel Technology brand. Our goal is to help you maximize sales of our products by providing strong tools that give your customers compelling information about our brand. Throughout this document, we refer to the transition from Orthaheel to Vionic with Orthaheel Technology. While we may not always mention the Dr. Weil Integrative Footwear brand, the same transition strategies will apply to the Weil integrative brand as it does to Orthaheel. Background While Vionic with Orthaheel Technology is a new brand on the outside, its most prominent feature is the tried and true Orthaheel technology on the inside. It s life-changing for many and trusted by all. It s the foundation we stand on and it ll continue to support us. Vionic with Orthaheel Technology is making strides with an expanded range of styles to deliver what women have asked for. We have aligned what customers need with what customers want. Relief: Firm yet flexible midsole Support: Innovative biomechanical footbed Stability: Deep heel cup All with great STYLE Our goal is to ensure a smooth transition for the brand evolution including: Customers in store and online Internal Teams Sales Associates Call Center Despite the brand transition, our key message points remain the same: Natural Pain Relief Pronation image/demonstration Podiatrist-designed Orthaheel technology Endorsements from Dr. Andrew Weil and APMA Please review this guide and forward it to anyone in your company who will need it. If you have any questions, please contact your sales representative. SS 14 BRICKS & MORTAR TRANSITION GUIDE I 2
Dr. Andrew Weil TM While we have aligned all our footwear brands into one - Vionic with Orthaheel Technology, we have maintained our partnership with Dr. Andrew Weil. The Orthaheel Technology approach to foot health complements his philosophy of health and well-being from head to toe. As Dr. Weil states, from the integrative medicine approach, we re always looking at simple, low-tech, non invasive ways of improving health. An obvious area in which to concentrate is designing really comfortable, effective footwear that can enable people to have an active lifestyle. Andrew Weil, M.D. is an internationally recognized leader and pioneer in the field of integrative medicine, a healing -oriented approach to health care which encompasses body, mind and spirit. He has an A.B. degree in Biology (botany) from Harvard College and an M.D. from Harvard Medical School. II. BRAND TRANSITION MESSAGING Vionic Group LLC has built significant equity in the Orthaheel and Weil brands. In order to retain the customers who are looking for the benefits of these brands, we have designed POP, collateral and assets for your use that will effectively communicate the brand transition to your customers. In short, the transition message is: Version 1: Orthaheel is now Vionic with Orthaheel Technology. While the Vionic brand name is new on the outside, its tried and true Orthaheel orthotic technology is exactly the same on the inside. Version 2: Orthaheel is now Vionic with Orthaheel Technology. Brand Transition Lock-up ORTHAHEEL IS NOW To clearly communicate the brand transition and maintain the existing Orthaheel brand equity, we ve developed this graphic lock-up that is available on our Retailer Resource Center. ORTHAHEEL IS NOW SS 14 BRICKS & MORTAR TRANSITION GUIDE I 3
III. SCHEDULING AND TIMING To help ensure a smooth transition we ve developed this schedule of events. Announcing the transition too early could impact sales as much as announcing it too late. Optimum timing depends on your scheduled product deliveries. We will have assets ready beginning in November. SS 14 BRICKS & MORTAR TRANSITION GUIDE I 4
IV. ASSETS We re supplying new POP, collateral and digital assets for your use. These include: Physical POP Brochures Posters 8.5 x 11 Signage Shoe Talkers DVDs Training Materials Visual Merchandising Guide Digital Email Blast Templates Postcard Templates Lifestyle and Product Photography Ad Templates Videos Physical assets will be shipped to you as arranged by your sales rep and via our regularly scheduled seasonal collateral mailing. Digital assets are available on our Retailer Resources Center (instructions to access are in section VIII of this document). V. TRAINING To help with the transition process, we are providing training materials for the store associates. These materials will be available on the Retailer Resource Center in December including: FPO Video Stock Room Poster Product Fact Sheet FPO Online Resources FAQ Tip Sheet SS 14 BRICKS & MORTAR TRANSITION GUIDE I 5
VI. SOCIAL MEDIA Social Media Set-up Because word-of-mouth is such a powerful advertising channel for the Vionic with Orthaheel Technology brand, we highly recommend you connect with us via social media. Here s how: At this time, find us at the following URL: https://www.facebook.com/www.orthaheelusa If you have a facebook page, LIKE us by clicking the LIKE button directly beneath the top cover photo on our page. Then, please send an email to Jen Caudill, Creative Writer and PR Coordinator, at jcaudill@vionicgroup.com with the URL of your retailer s facebook page. Jen will then LIKE your page in return. Once we are connected by mutual LIKES, we will have the ability to share your photos, events, etc. with our consumers and vice versa. Please note: Beginning January 1, 2014, the Orthaheel facebook page will become Vionic with Orthaheel Technology. If you are already connected with the Orthaheel facebook page, you will remain connected. SS 14 BRICKS & MORTAR TRANSITION GUIDE I 6
VII. RESOURCES A. Endorsements 1. Use of American Podiatric Medical Association Logo The American Podiatric Medical Association ( APMA ) symbol is a powerful endorsement and excellent way for consumers to see the key point of difference the Vionic shoes offer. We recommend using the APMA logo next to all of our approved shoes that have received the certification. Please note, EACH and EVERY shoe must be reviewed and approved by the APMA to receive the certification. Therefore the symbol may NOT be used as a graphic element in ad layouts it may ONLY be used next to a specific shoe that has received the certification. The APMA Seal of Acceptance and Seal of Approval are granted to products found to promote good foot health. To earn the seal, each product is reviewed by a group of APMA podiatrists to ensure it promotes foot health. The committee also looks at information on the product s safety, quality control and other data. The APMA Approved logo may ONLY be used beside approved Vionic TM products. Please refer to the seasonal Product Spec Sheet (available on the RRC) or your sales rep with usage questions. 2. Dr. Andrew Weil Endorsement Andrew Weil, M.D. is a recognized leader in integrative medicine and has endorsed Vionic with Orthaheel Technology as a product that is good for people s foot health. We use the Dr. Weil endorsement on many of our POP and collateral pieces. If you choose to use your own pieces and would like to use the Dr. Weil endorsement you must follow the branding guidelines exactly. Please contact your sales rep if you have any questions. SS 14 BRICKS & MORTAR TRANSITION GUIDE I 7
B. The Retailer Resource Center The Retailer Resource Center (RRC) is a one stop shop for all of Vionic with Orthaheel Technology assets, including: Logos Product photography Collection and lifestyle photography Product and videos Training Catalogs Collateral art Event information and support materials Ad templates Web banner/art templates And more To access the RRC, you just need to apply for an account by simply following these easy online instructions: Go here to request an account: http://media.vasyli.com/pages/home.php Click on click here to apply for an account. Once you apply, you ll receive an email with a user name and password. After you log in you can change your password by clicking on your account name in the top right. To find images, you can either click on the product quadrant or search for a specific item. For example, to find Fall lifestyle images, just type fall in the search field. Once you see the image you like you can select it and then choose which type of file you d like to download. If there is something you need and cannot find, please contact your sales representative. We also encourage your feedback as to how we can make the RRC and the assets we provide better. For RRC feedback please email Gina Koffman, Retail Marketing Manager at gkoffman@vionicgroup.com. Please note: Product photography will be available approximately 3 months prior to the product ship date. Product videos will be available on the site approximately 2 months prior to the product ship date. Terms of Use Use of our assets is subject to Vionic Group LLC Terms and Conditions. These are outlined below. The use of the RRC requires your agreement to our Terms and Conditions. Any violation will result in the termination of your right to use any of the Vionic Group LLC assets. SS 14 BRICKS & MORTAR TRANSITION GUIDE I 8
VIII. TERMS AND CONDITIONS Vionic Group LLC ( Vionic ) provides its retailers (hereinafter You or Your ) with a Retailer Resource Center ( RRC ), which may be updated from time to time, to assist with advertising and promotion of Vionic products to Your customers. Your rights and responsibilities in connection with the use of the trademarks identified in the RRC, including, but not limited to, the name and likeness of Dr. Andrew Weil (herein after Trademarks ) are governed by the following terms and conditions which are considered binding on You as a condition of continuing to do business with Vionic. Vionic hereby grants You a limited, personal, revocable, non-exclusive, non-transferable license to use the Trademarks, trade names, copyrights and logos in the RRC. You shall acquire no right, title or interest in the Trademarks, by virtue of the use of the Trademarks. All uses of the Trademarks by You shall inure to the benefit of and be on behalf of Vionic. You are not permitted to use or to obtain ownership or other rights in and to any domain names, Trademarks or other intellectual property that include or incorporate the Trademarks. You agree that all advertising, marketing, promotional and other point of purchase materials (collectively Marketing Materials ) and other uses of the Trademarks shall conform to the nature and quality established by Vionic and there shall be no deviation from such standards without Vionic s prior written consent. You are required to follow the guidelines noted below in connection with the use of the Trademarks depicted in the RRC. Retailer Resource Center: Always use the most recent Trademarks as identified in the RRC. Do not modify Trademarks in any way. Use a proper Trademark notice each time the Trademark is used. Use for registered trademarks and TM for unregistered trademarks. Use the Trademark only as a brand name in conjunction with a specific product, e.g., Vionic with Orthaheel Technology footwear. Vionic alone is not appropriate. Use the Trademark only as an adjective modifying a generic product ( Vionic with Orthaheel Technology footwear, Vionic with Orthaheel Technology shoes ), and never as a noun or a verb (i.e. the Vionic s ). Proper brand reference as a proper noun is Vionic with Orthaheel Technology footwear. At the end of our relationship, all rights granted to You herein shall revert to Vionic, and You shall cease all use of the Trademarks in connection with the sale of Vionic products or for any other purpose. If You have any question about proper Trademark usage, please email Gina Koffman, Retail Marketing Manager at gkoffman@vionicgroup.com. SS 14 BRICKS & MORTAR TRANSITION GUIDE I 9