High Fashion Content Marketing Meets College in New Holiday Catalogs Powered by Ceros
INDIANAPOLIS — Learfield Licensing Partners, a trademark management company specializing in collegiate licensing and branding, has developed a high-end twist on holiday shopping with the help of Ceros, a platform that allows designers to create custom online experiences. Learfield Licensing’s pilot program with Kansas State University and Iowa State University launch in conjunction with the online holiday shopping season.
Both K-State and Iowa State’s holiday catalogs utilize the “lookbook” feature, providing a high-end, interactive shopping experience for consumers as they do their holiday shopping. This approach differs from other holiday advertising, using a more editorial approach to showcase licensed items for each school inside their respective catalogs. The platform also provides a robust experience with unique elements specifically for mobile usage. Each catalog features a wide variety of licensed merchandise from numerous licensees and retailers. Learfield Licensing’s marketing department handled all creative in-house.
Ceros, based out of New York City, empowers brands in the consumer product and high fashion industries to engage with consumers using a unique interactive content platform. Ceros offers a collaborative online canvas and push-button publishing, along with real-time analytics and contextual engagement metrics. Clients include the Dallas Cowboys, Aeropostale, Uniqlo, NFLPA, LeSportSac and Andrew Marc.
“We understand the market and our schools’ fans and consumer, along with the ever-changing way they interact with brands and consumer media,” said Ben Emmons, vice president of brand marketing for Learfield Licensing. “Telling the story of our schools and licensees with robust and interesting experiences is a key strategy for us moving forward.”
K-State’s catalog features both licensed merchandise as well as athletic ticketing and membership gift options. Iowa State’s catalog will be released on “Cy”-ber Monday (a nod to the schools’ “Cyclone” nickname and mascot), and will showcase a number of licensed products, including pieces from their “Vintage Iowa State” collection. Both catalogs also offer products from the popular “Star Wars” line of merchandise. Email blasts, social media, and other digital initiatives are planned to support and market both look books upon launching. To view the lookbooks, please visit:
Learfield Sports acquired both LRG and SMA in 2014. These two industry-leading agencies now combine their more than 40 years of experience into Learfield Licensing Partners – a world-class licensing firm that integrates each company’s services and success to align perfectly with Learfield’s history, strength and reputation within the industry. Learfield Sports manages the multimedia rights for more than 100 collegiate properties and has prominence in all of the major conferences. To learn more, visit www.learfieldsports.com and https://learfieldlicensing.com/.