Scheels' Strategic Marketing Campaign

Project Overview

To increase strategic positioning in this sporting goods market, Scheels will create and launch their first private label apparel brand, MENE, in 2023. The private label brand will provide higher profit and less dependence on outside brand relationships. The launch of the private label will be accompanied by a social media campaign, as well as entertainment offerings within the store to maintain Scheels' unique offering of retail experience. These offerings will include digital technologies, such as virtual reality, to engage and excite target consumers.

Outcomes

Initially the campaign increases Scheels' connections and engagement with local communities surrounding current store locations, as well as increased interactions with Scheels' website and social media pages. These connections and interactions provide lasting benefits in strengthened relationships between the Scheels brand and ideal consumers, as well as continued social media engagement through user-curated content and social sharing. Finally, the MENE private label provides higher profits and more sustainability for Scheels.