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PORTFOLIO - Rich Penner - 2014 v.2
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©Rich Penner -
2011 RICH PENNERMARKETING & EVENTS PORTFOLIO ©Rich Penner - 2014
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©Rich Penner -
2011 TOURS Take your show on the road. ©Rich Penner – 2014
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©Rich Penner -
2011 NCAA SPIRIT OF CHAMPIONS ©Rich Penner - 2014
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©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. STRATEGY Build emotional connections and “achievement” association through power of sport: both participation and the fan experience. RESULTS Five-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
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©Rich Penner -
2011 ACTIVELY BALANCED CHOICES TOUR ©Rich Penner - 2014
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©Rich Penner -
2011 ACTIVELY BALANCED CHOICES TOUR OBJECTIVE Showcase the portfolio of brands within the Coca-Cola family and to help people gain a better understanding of how beverages fit into a healthy lifestyle. STRATEGY Broaden the dialogue on the causes of obesity and other health problems to include more discussion about sedentary lifestyles and physical activity related to achieving and maintaining healthy weight. RESULTS From 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
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©Rich Penner -
2011 MAZDA ROCK ‘N’ ROLL MARATHON ©Rich Penner - 2014
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©Rich Penner -
2011 MAZDA ROCK ‘N” ROLL MARATHONS OBJECTIVE Expand Mazda’s sponsorship of the Rock N’ Roll Marathon to elevate the brands presence beyond just a logo on the wall. STRATEGY Create 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. RESULTS Within 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
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©Rich Penner -
2011 TARGET – C9 LAUNCH TOUR ©Rich Penner - 2014 SCOPE(s) • Tour Manager • Design & Build Management
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©Rich Penner -
2011 TARGET – C9 LAUNCH TOUR ©Rich Penner - 2014
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©Rich Penner -
2011 JOCKEY ©Rich Penner - 2014
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©Rich Penner -
2011©Rich Penner - 2014 JOCKEY “Tame That Booty” College Campus Tour SCOPE(s) • Account Executive • Program Manager • Design & Build Management
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©Rich Penner -
2011 TEAMS Put feet on the street. GRASSROOTS ©Rich Penner - 2014
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©Rich Penner -
2011 STILL BEVERAGE FIELD FORCE ©Rich Penner - 2014
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©Rich Penner -
2011 STILL BEVERAGE FIELD FORCE OBJECTIVE Introduce consumers to the Coca-Cola Company’s still-beverages portfolio. STRATEGY Develop 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. RESULTS Diverse, 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
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©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
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©Rich Penner -
2011 COKE ZERO AGENT COLLEGE AMBASSADOR PROGRAM OBJECTIVE Build positive brand associations for Coca-Cola among visionary college students as the Brand that supports authentic, unique experiences. STRATEGY Launch a grassroots ambassador program that gives influential college students accredited experience managing branded events. RESULTS Coca-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
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©Rich Penner -
2011 SPRITE REMIX ©Rich Penner - 2014
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©Rich Penner -
2011 SPRITE REMIX OBJECTIVE Penetrate the youth market, reinvigorate Sprite as a youth iconic Brand with ReMix flavor extensions. STRATEGY Develop a highly experiential sampling tour centered on music and technology where consumers remix popular songs live. RESULTS Multi-year initiative visited more than 60 markets and executed over 2,000 events engaging 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
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©Rich Penner -
2011 NATIONAL CONVENTIONS ©Rich Penner - 2014
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©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. STRATEGY Leverage 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. RESULTS DNC 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
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©Rich Penner -
2011 NCAA FINAL FOUR STREET TEAMS ©Rich Penner - 2014
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©Rich Penner -
2011©Rich Penner - 2014 NCAA FINAL FOUR STREET TEAMS SCOPE(s) • Operational Management • Design & Build Management
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©Rich Penner -
2011 CHAMILIA ©Rich Penner - 2014
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©Rich Penner -
2011 CHAMILIAOBJECTIVE Generate awareness, sales and excitement for the Chamilia line of jewelry and their independent retailers. STRATEGY Created the Chamilia Premium Event Program that provided 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 a new audience. RESULTS To 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
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©Rich Penner -
2011 COCA-COLA® OPEN HAPPINESS ©Rich Penner - 2014
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©Rich Penner -
2011©Rich Penner - 2014 COCA-COLA® OPEN HAPPINESS SCOPE(s) • Operational Management • Program Manager • Design & Build Management
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©Rich Penner -
2011 EVENTS Come together. ©Rich Penner - 2014
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©Rich Penner -
2011 SPRING BREAK ©Rich Penner - 2014
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©Rich Penner -
2011 SPRING BREAK OBJECTIVE Build brand relevance and preference among college youth. STRATEGY Dominate the beachfront Spring Break experience and online chatter with live entertainment, competitions, and social-media integration. RESULTS The 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
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©Rich Penner -
2011 VANILLA COKE FLOAT ©Rich Penner - 2014
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©Rich Penner -
2011 VANILLA COKE FLOAT OBJECTIVE Build media and consumer interest in the opening of the World of Coca-Cola attraction in Atlanta. STRATEGY Create a media event for the grand opening gala, leveraging the re-launch of Vanilla Coke as a thematic hook. RESULTS The “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
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©Rich Penner -
2011 TCM CLASSIC FILM FESTIVAL ©Rich Penner - 2014
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©Rich Penner -
2011 TCM CLASSIC FILM FESTIVAL OBJECTIVE Deepen classic movie fans’ connection to TCM, other fans, increasing Brand evangelism, solidifying TCM as the authority on classic film. STRATEGY Leverage 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. RESULTS Like 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
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©Rich Penner -
2011 NFL GAME DAY ©Rich Penner - 2014
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©Rich Penner -
2011 NFL GAME DAY ©Rich Penner - 2014 SCOPE(s) • Operational Management • Program Manager • Design & Build Management
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©Rich Penner -
2011 WINTER OLYMPICS ©Rich Penner - 2014
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©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. STRATEGY Provide 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. RESULTS Created 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
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©Rich Penner -
2011 VERIZON MOBILE MAPPED PROJECTION ©Rich Penner - 2014
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©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
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©Rich Penner -
2011 VAULT MOTOBOWLING ©Rich Penner - 2014
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©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. STRATEGY Leverage 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. RESULTS Created “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
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©Rich Penner -
2011 STONE MOUNTAIN PARK ©Rich Penner - 2014
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©Rich Penner -
2011 STONE MOUNTAIN PARK OBJECTIVE 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. STRATEGY Create 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. RESULTS Using 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
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©Rich Penner -
2011 DISNEY – ESPN THE WEEKEND ©Rich Penner - 2014
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©Rich Penner -
2011 DISNEY – ESPN THE WEEKEND ©Rich Penner - 2014 SCOPE(s) • Account Executive • Operational Management • Program Manager • Design & Build Management
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©Rich Penner -
2011 TARGET – LIBRARY MAKEOVER (MLB Integration) ©Rich Penner - 2014 SCOPE(s) • Tour Manager • Design & Build Management
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©Rich Penner -
2011 TARGET – LIBRARY MAKEOVER (MLB Integration) ©Rich Penner - 2014 SCOPE(s) • Tour Manager • Design & Build Management
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©Rich Penner -
2011 ENVIRONMENTS Immerse them. SCOPES PROVIDED Operational Development Design & Build Collaboration ©Rich Penner - 2012
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©Rich Penner -
2011 TARGET BACK TO COLLEGE ©Rich Penner - 2014
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©Rich Penner -
2011 TARGET BACK TO COLLEGE ©Rich Penner - 2014 SCOPE(s) • Operational Management • Program Manager • Design & Build Management
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©Rich Penner -
2011 VAULT COUNTRY MUSIC AWARDS FESTIVAL ©Rich Penner - 2014
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©Rich Penner -
2011 VAULT COUNTRY MUSIC AWARDS FESTIVAL ©Rich Penner - 2014 SCOPE(s) • Account Executive • Operational Management • Program Manager • Design & Build Management
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©Rich Penner -
2011 RICH PENNER ©Rich Penner - 2014 VIMEO LINK OF PROJECTS Spring Break: http://vimeo.com/43909711 Verizon Mobile Mapped Projection: http://vimeo.com/49630889 214.876.4239 rpenner@rpeventproductions.com
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