Challenge: Franklin Sports has a long heritage in baseball and has been recognized as the Official Batting Glove of Major League Baseball since the 1980s. However, over time it has become widely distributed in mass merchandisers and lost presence in sporting goods stores.
Objective: To work with Franklin’s ad agency to reposition Franklin, including identifying the most effective brand messaging and communications moving forward.
Solution: Plan-it conducted focus groups and interviews with key target audiences, including boys, parents, and coaches of organized baseball leagues and athletic store dealers/buyers. Plan-it evaluated the key criteria in selecting baseball equipment, brands purchased/used/carried, perceptions of brands and the core elements of leadership in this category.
Result: Learning and insights were used by Plan-it to develop an optimal positioning strategy for Franklin Sports. As a result, Franklin and its agency developed new communications and supporting marketing efforts to elevate and revive the brand. Plan-it also made recommendations for enhancing the retailer relationship, related to sales, merchandising and operations. Today, Franklin sporting equipment is sold in sporting goods stores throughout the U.S.