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©Rich Penner - 2011
RICH PENNERMARKETING & EVENTS PORTFOLIO
©Rich Penner - 2014
©Rich Penner - 2011
TOURSTake your show on the road.
©Rich Penner – 2014
©Rich Penner - 2011
NCAA SPIRIT OF CHAMPIONS ©Rich Penner - 2014
©Rich Penner - 2011
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
©Rich Penner - 2014
©Rich Penner - 2011
ACTIVELY BALANCED CHOICES TOUR ©Rich Penner - 2014
©Rich Penner - 2011
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
©Rich Penner - 2014
©Rich Penner - 2011
MAZDA ROCK ‘N’ ROLL MARATHON
©Rich Penner - 2014
©Rich Penner - 2014
©Rich Penner - 2011
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
SCOPE(s)• Account Executive• Program Manager• Design & Build
Management©Rich Penner - 2014
©Rich Penner - 2011
TARGET – C9 LAUNCH TOUR
©Rich Penner - 2014
SCOPE(s)• Tour Manager• Design & Build
Management
©Rich Penner - 2011
TARGET – C9 LAUNCH TOUR
©Rich Penner - 2014
©Rich Penner - 2011
JOCKEY
©Rich Penner - 2014
©Rich Penner - 2011©Rich Penner - 2014
JOCKEY “Tame That Booty” College Campus Tour
SCOPE(s)• Account Executive• Program Manager• Design & Build
Management
©Rich Penner - 2011
TEAMSPut feet on the street.
GRASSROOTS
©Rich Penner - 2014
©Rich Penner - 2011
STILL BEVERAGE FIELD FORCE ©Rich Penner - 2014
©Rich Penner - 2011
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
©Rich Penner - 2014
2009 Winner Gold Ex Award for Best Multi-Venue Event
©Rich Penner - 2011
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
©Rich Penner - 2014
©Rich Penner - 2011
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
©Rich Penner - 2014
2011 Winner Gold Ex Award Best Buzz Marketing/Influencer Program
©Rich Penner - 2011
SPRITE REMIX
©Rich Penner - 2014
©Rich Penner - 2011
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
©Rich Penner - 2014
©Rich Penner - 2011
©Rich Penner - 2011
NATIONAL CONVENTIONS ©Rich Penner - 2014
©Rich Penner - 2011
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.
©Rich Penner - 2014
SCOPE(s)• Operational Management• Program Management• Design & Build Management
©Rich Penner - 2011
NCAA FINAL FOUR STREET TEAMS ©Rich Penner - 2014
©Rich Penner - 2011©Rich Penner - 2014
NCAA FINAL FOUR STREET TEAMS
SCOPE(s)• Operational Management• Design & Build Management
©Rich Penner - 2011
CHAMILIA ©Rich Penner - 2014
©Rich Penner - 2011
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
©Rich Penner - 2011
COCA-COLA® OPEN HAPPINESS ©Rich Penner - 2014
©Rich Penner - 2011©Rich Penner - 2014
COCA-COLA® OPEN HAPPINESS
SCOPE(s)• Operational Management• Program Manager• Design & Build Management
©Rich Penner - 2011
EVENTSCome together.
©Rich Penner - 2014
©Rich Penner - 2011
SPRING BREAK ©Rich Penner - 2014
©Rich Penner - 2011
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.
SCOPE(s)• Account Executive• Program Manager• Design & Build
Management ©Rich Penner - 2014
©Rich Penner - 2011
VANILLA COKE FLOAT ©Rich Penner - 2014
©Rich Penner - 2011
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.
©Rich Penner - 2014
©Rich Penner - 2011
TCM CLASSIC FILM FESTIVAL ©Rich Penner - 2014
©Rich Penner - 2011
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.
©Rich Penner - 2014
SCOPE(s)• Operational Management• Program Manager• Design & Build Management
©Rich Penner - 2011
NFL GAME DAY ©Rich Penner - 2014
©Rich Penner - 2011
NFL GAME DAY
©Rich Penner - 2014
SCOPE(s)• Operational Management• Program Manager• Design & Build Management
©Rich Penner - 2011
WINTER OLYMPICS ©Rich Penner - 2014
©Rich Penner - 2011
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.
©Rich Penner - 2014
SCOPE(s)• Operational Management• Program Manager• Design & Build Management
©Rich Penner - 2011
VERIZON MOBILE MAPPED PROJECTION ©Rich Penner - 2014
©Rich Penner - 2011
VERIZON MOBILE MAPPED PROJECTION
©Rich Penner - 2014
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
©Rich Penner - 2011
VAULT MOTOBOWLING ©Rich Penner - 2014
©Rich Penner - 2011
VAULT MOTOBOWLING
©Rich Penner - 2014
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
©Rich Penner - 2011
STONE MOUNTAIN PARK ©Rich Penner - 2014
©Rich Penner - 2011
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!
©Rich Penner - 2014
SCOPE(s)• Account Executive• Operational Management• Program Manager• Design & Build Management
©Rich Penner - 2011
DISNEY – ESPN THE WEEKEND ©Rich Penner - 2014
©Rich Penner - 2011
DISNEY – ESPN THE WEEKEND
©Rich Penner - 2014
SCOPE(s)• Account Executive• Operational Management• Program Manager• Design & Build Management
©Rich Penner - 2011
TARGET – LIBRARY MAKEOVER (MLB Integration)
©Rich Penner - 2014
SCOPE(s)• Tour Manager• Design & Build
Management
©Rich Penner - 2011
TARGET – LIBRARY MAKEOVER (MLB Integration)
©Rich Penner - 2014
SCOPE(s)• Tour Manager• Design & Build
Management
©Rich Penner - 2011
ENVIRONMENTSImmerse them.
SCOPES PROVIDEDOperational Development Design & Build Collaboration
©Rich Penner - 2012
©Rich Penner - 2011
TARGET BACK TO COLLEGE ©Rich Penner - 2014
©Rich Penner - 2011
TARGET BACK TO COLLEGE
©Rich Penner - 2014
SCOPE(s)• Operational Management• Program Manager• Design & Build Management
©Rich Penner - 2011
VAULT COUNTRY MUSIC AWARDS FESTIVAL ©Rich Penner - 2014
©Rich Penner - 2011
VAULT COUNTRY MUSIC AWARDS FESTIVAL
©Rich Penner - 2014
SCOPE(s)• Account Executive• Operational Management• Program Manager• Design & Build Management
©Rich Penner - 2011
RICH PENNER
©Rich Penner - 2014
VIMEO LINK OF PROJECTSSpring Break: http://vimeo.com/43909711Verizon Mobile Mapped Projection: http://vimeo.com/49630889