ICBA 2010 Apparel Institute
Preview Program
Subject to change without notice
Independent College Bookstore Association
2010 Retail Conference and PRIMEtime
Westin La Cantera
San Antonio, Texas
February 17 to 20
Apparel Institute and PRIMEtime Apparel, Backpacks and Imprinted Gifts
A program designed for apparel managers and buyers
NOTE: Tuesday, February 16
Special Initiative Meetings
These meetings are limited to stores that are part of the specific initiatives:
ICBA Special Initiatives Meetings – all meals are on your own for people attending the Web Network
Business Meeting and RMSA Peer Group Analysis
9:00am to 11:00am ICBA Web Network Business Meeting (Web Network member stores only - free)
11:00am to 12:00pm Espresso Book Machine Users Group Meeting (By Invitation Only)
12:00 to 2:00pm Lunch - Espresso Book Machine Users Group sponsored by On Demand Books (By
Invitation Only)
2:00 to 5:00pm RMSA Peer Group Analysis (RMSA clients only – all stores will share in the expenses of
the RMSA participants; transportation, accommodation, & meals)
ICBA Welcome Reception
Tuesday, February 16
5:30 to 7:00pm
1 Breakfast
Wednesday, February 17
and Thursday, February 18
8:00 to 9:00am
PRIMEtime Apparel, Backpacks, and Imprinted Gifts
Wednesday, February 17
and Thursday, February 18
9:00am to 5:00pm
PRIMEtime is the best way to be face-to-face with the industry’s key vendors in a focused
setting. Your schedule is per-set with a series of 20-minute PRIMEtime meetings, 10-minute
PowerHall meetings, and browsing time in MarketPlace. The ICBA-ECRM® partnership and
MarketGate™ technology makes your time at iTech productive and profitable.
Lunch
Wednesday, February 17
and Thursday, February 18
12:00 to 1:00pm
Reception and Dinner
Wednesday, February 17
and Thursday, February 18
5:00 to 7:00pm
2 Annual Owners Meeting Breakfast
Friday, February 19
8:00 to 9:00am
Brand Credibility in a CGM World
Friday, February 19
9:00 to 10:00am
Pete Blackshaw, Consumer Generated Media marketer, author and blogger
Consumer generated media has ushered in an age of engagement and transparency. The blogenabled "Web recorder" archives real-time citizen experiences and narratives. This includes
experiences with products and services. We're finally at a true crossroads in marketing. There is
now paid media and earned media. There is so much evidence across the web that "earned
media" -- consumer-generated media, social media, conversation, variants of PR -- is creating
meaningful lift and value for brands that we now need to think more critically about resource and
spending allocations. In this session we will explore the six drivers of brand credibility in the
CGM world:
¾ Trust
¾ Authenticity
¾ Transparency
¾ Affirmation
¾ Listening
¾ Responsiveness
Pete Blackshaw, whose professional background encompasses public policy, interactive
marketing, and brand management, is a former interactive marketing leader at P&G and founder
of consumer feedback portal PlanetFeedback.com, Pete cofounded the Word of Mouth
Marketing Association (WOMMA). He authors several blogs, including
ConsumerGeneratedMedia.com, and is the author of the Random House book, "Satisfied
Customers Tell Three Friends, Angry Customers Tell 3000: Running a Business in Today's
Consumer-Driven World." Pete currently works as the executive vice president of strategic
services for Nielsen Online, a combination of Nielsen BuzzMetrics, a firm Pete helped cofound,
and Nielsen//NetRatings. One of Pete's key focuses is helping brands interpret, manage, and act
on consumer-generated media (CGM).
3 Permission Email Marketing
Friday, February 19
10:00 to 11:00am
Kurtis Durfey, Graphic Designer, Marketing, The University of Arizona
Justin Keyston, Web Administrator, The University of Arizona
James Howard, Textbooks Manager, Oregon State University
“Powerful advertising is anticipated, personal and relevant.”
Seth Godin
Permission Marketing
How many advertising messages does an average person see in a day? 3,000. 1600. 500.
Depends who you ask. But it’s a lot. So how do marketers penetrate the visual clutter to
communicate an effective and meaningful marketing message to a target audience? Answer: You
get them to ask for it.
As opposed to mass-media marketing vehicles, permission-based (or opt-in) marketing requires
permission from audience members before you send them your advertising message. When a
company marries opt-in marketing strategy with web-based marketing vehicles such as email,
they’re left with a wonderful medley of immediate, effective advertising to a highly targeted,
highly qualified audience.
Executed properly, opt-in email marketing builds trust, bolsters your brand and increases
revenue. Learn tips from experienced marketers about design and strategy, results tracking and
analysis, and real-world college campus applications.
Social Media Marketing
Friday, February 19
11:00am to 12:00pm
Brent Beatty, Store Director, University of Calgary
Megan Gill, marketing Manager, University of Missouri
"OH: Social media is like teen sex. Everyone wants to do it. No one actually knows how. When
finally done, there is surprise it's not better."
Tweet on March 2, 2009
Avinash Kaushik, Analytics Evangelist
Google
Today, social media is a key ingredient in the marketing mix and it is one more opportunity to
engage your customers. Stores can use social media tools to be a part of the conversations taking
place about your brand, your campus, your industry. Bookstores that listen and participate in
these conversations are poised to deliver more relevant marketing messages and better customer
service in a very competitive environment. In this session we’ll talk about what you can expect
when using social media, how to set goals for your social media activity and how to measure
your success. We’ll also explore some tried-and-true social media tactics and tools you can use
to jump-start participation with your audience, and get some measurable return.
4 Comprehensive Marketing – Making every interaction more intelligent
Friday February 19
1:30 to 3:00pm
Stephen Walls
Marketing Department
McCombs School of Business
University of Texas at Austin
Marketing is undergoing a fundamental transformation. This revolution is driven by a number of
factors: increased consumer resistance to traditional marketing methods, the proliferation of
communication channels and ever-changing legal constraints. In response, leading consumeroriented companies are dramatically adjusting their marketing mix to take better advantage of
less traditional – but ultimately more effective – consumer interaction channels. They are also
evolving the role the marketing department plays in the enterprise, recognizing that marketing
can help make every interaction more intelligent. As a result, these companies will be able to
deliver more timely and relevant marketing messages and will ultimately create stronger and
more valuable customer relationships.
To be most effective, your marketing plan has to be formalized. The essence of the process is
that it moves from the general to the specific; from the overall objectives of the organization
down to the individual action plan for a part of one marketing program. A full education in
comprehensive marketing planning requires weeks of instruction. While we cannot accomplish
this in the time we have, this session will address the foundations, characteristics, process
models, and performance analysis of comprehensive marketing planning.
Stephen Walls received his BBA (1992) from Texas A&M University and MBA (1996) from
The University of Texas at Austin. He is currently working on his Ph.D. in Educational
Psychology. Stephen teaches courses primarily focused on brand management, customer
insights, customer experiences, e-business, marketing management, and marketing strategy to
MBA and undergraduate students. He has received recognition from students by being awarded
placement on The Faculty Honor Roll for two years in a row. Stephen brings together practical,
corporate lessons with established and emerging marketing strategy concepts and theories. His
varied industry experience includes marketing, human resources, and technology management at
companies such as Dell, Vignette, ibooks.com, American Airlines, and Wal-Mart.
5 Terms of Endearment
Friday, February 19
3:15 to 4:45pm
Paul Erickson, Senior Vice President, Client Relations, RMSA
The Not Ready for Markdown Players
Terms of Endearment is educational theatre using drama to teach retailers what terms and
conditions affect their economic well being. The play tells the story of a retailer struggling with
declining sales, increasing inventory levels, mounting cash flow problems and, through
discovery, how they make a lasting positive impact on the financial health of their business by
changing their methods of managing their inventory investment.
The audience will hear facts and myths about a retailer’s largest asset on their balance sheet;
inventory, and how to maximize its productivity in your store.
The presentation is followed by a talkback session in which RMSA educators as well as other
ICBA members answer audience questions about increasing store profitability and improving
your own store’s financial health.
Reception and Open Evening
Friday, February 19
5:00 to 7:00pm
6 Breakfast
Saturday, February 20
8:00 to 9:00am
Out of Our Channel Selling Models
Saturday, February 20
9:00to 10:15am
Jason White
Gear For Sports, Inc.
Senior Brand Manager - Retail
Licensed college apparel is sold in many different channels; department stores, sporting goods
stores, licensed pro and college sports apparel stores, online retailers, etc. While the market in
which college stores sell is unique within collegiate retailing, there is value to understanding how
other retailers go to market. This session will introduce you to the seasonal planning, booking
season, pricing structures, promotional and markdown strategies used by retailers outside of the
college store channel.
Jason White is responsible for the merchandising and selling of GFSI decorated/licensed product
to major department stores such as Kohl's, Macy's, and Von Maur. His team also manages the
Vendor Managed Inventory programs with these retailers.
Licensed Stores
Saturday, February 20
10:30am to 12:00pm
Brent Beatty, Director, University of Calgary Bookstore
Rachael Bickerton, Director, Trademark Licensing and Enforcement, Office of General Counsel,
Boise State University
George Mitchell, President, University Co-op, University of Teas at Austin
Shane Hinckley, Assistant Vice President, Business Development, Texas A&M University
There are many vendors selling licensed collegiate merchandise.
Why would a store want to become a licensed entity for their school, like a vendor?
How would a store become a licensed entity?
What are the requirements for being a licensed entity?
What are the business possibilities for a licensed store?
How does the store source licensed product?
What are the ins and outs of direct importing?
How does this affect the store’s existing vendor relations?
This session addresses these questions, your questions, and more.
Lunch
Saturday, February 20
12:00 to 1:00pm
7 The Doctor Is In
Saturday, February 20
1:00 to 2:00pm
Dr. Fashion, Michael Granger, EdD, Department Head, Applied Consumer Sciences, Missouri
State University
She’s back! Michelle Granger has been consistently rated our best Apparel Institute presenter,
and buyers keep asking us to have her return.
The buying and marketing of fashion merchandise are undergoing fast and furious changes in
today's industry. Buying factors, industry trends, and knowledge for tomorrow as they pertain to
managing and selling fashion goods for a profit will be explored. Topics will include:
understanding how quickly your customer will be ready for new, making products easily and
quickly accessible, recognizing how individuality is gaining sales value, and keeping your
antennae out for The Influences.
It’s Not My Fault!
Saturday, February 20
2:15 to 3:30pm
Tracy de Courcy, Director Visual Merchandising, Follett Higher Education Group
A blinding glimpse of the obvious? It really isn’t your fault. Things are different today than they
were a year or two ago, and regardless whose fault it is, your customer is thinking, shopping, and
buying differently and you should be too. Learn how you can make changes and think differently
about your floor space, visual presentation, and adjust your merchandising strategies to gain the
attention and dollars of your customer today.
Tour University Coop San Antonio
Saturday, February 20
3:30 to 5:00pm
The University Co-op main store is located at the University of Texas, Austin. The Co-op has
three branch stores, one each in Houston, Dallas and San Antonio.
The University Co-op opened the San Antonio store in August 2008 to meet the growing needs
of alumni and fans in San Antonio and the south Texas area. While the store is a scaled down
version of the main store in Austin, the product and prices are the same in all stores.
The 5,000+ sq. ft. store carries men's, women's and children's Longhorn apparel, souvenirs and
home and party goods. Featuring many exclusive items found only at the Co-op, the store is a
shopping destination for the most diverse selection of women's and children's Longhorn items
anywhere in the world. The average daily sales are around $4,000.
Farewell Reception and Dinner
Saturday, February 20
5:00 to 7:00pm
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