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BECOME AN OFFICIAL Licensee
Production, Marketing and Distribution of Merchandise
The Blue Ridge Parkway Foundation is looking for licensing partners to successfully produce, market, sell and distribute merchandise in various channels of distribution.
- Manufacturers must offer consumers merchandise with a high value-price relationship.
- Market presence and the ability to generate exposure on a national and/or international level are important factors taken into consideration when evaluating a potential licensee.
- Companies should have an in-house art staff or resources for new, fresh, contemporary designs that utilize the Licensor’s trademarks and themes.
Benefits of Being a Licensee
- Association with a high-profile brand resulting in consumer awareness of Licensee’s product lines;
- Built-in audience;
- Enhancement of Licensee’s products with positive attributes;
- Additional marketing opportunities through promotional activity supporting all of the Foundation’s Licensees;
- Possible new distribution channels for Licensee; and
- Increased sales.
Licensee’s Responsibilities
- Product research and development;
- Design and manufacture of the products;
- Marketing, sales and distribution of the product line; and
- Promotion and advertising Licensee’s licensed products in concert with overall brand communications.
Licensor’s Responsibilities
- Brand management and protection of brand name and logos through trademark and copyright registration.
- Creation of a style guide and artwork setting forth allowable logos, design variations and hangtags, as well as outlining any prohibitions. The style guide includes specifications such as the proper use of colors, text, etc.
- Licensor is responsible for keeping the property fresh over time, by providing new designs, implementing consumer and trade promotions and, when appropriate, event marketing to support the brand. Initially, this will include:
- Promotion of Licensee’s products on Licensor’s website (www.brpfoundation.org) and online store (www.blueridgeparkwaystore.com) and in its newsletters and marketing materials;
- Promotion of Licensee’s products to organizations associated with the Blue Ridge Parkway as well as to donors and supporters of the Foundation.
- Use of Licensee’s products at promotional events when appropriate such as fundraisers and special events.
- Promotion of the Licensor’s brand in print and website advertising, radio and television public service announcements.
- Creation of co-op advertising opportunities.
- Press releases to the media promoting the Foundation and its goals, licensees, etc.
- Assistance with retail presentations.
- Assistance with product design.
- Product approval and quality control programs to maintain the Property’s integrity.
- Overseeing anti-counterfeiting and anti-infringement efforts.
Trademarks and Images
Trademarks and images available for licensing or use include:
along with any other future copyrights, trademarks or designs relating to such brand, exclusive of third party copyrights, trademarks or designs used in conjunction with the Licensed Products or marketing materials related thereto.
Educational Content to be Included in Artwork Designs, Packaging and Marketing Materials
Based upon the product being produced, licensees will be encouraged to include educational information in the artwork designs, packaging and marketing materials. This is especially important to meet the requirements of Eastern National, the primary concessionaire for the National Park Service. Listed below are a few examples of how licensees can increase the educational and perceived value of their products:
- Use of historical information and quotes on the products, packaging and marketing materials;
- Use of taglines such as “Share the Journey®”, “Blue Ridge Parkway - Share the Journey®”, etc.
- Creation of products specific to a city or event using the Foundation’s artwork as well as that of the city or event.
The Foundation will assist Licensees with resource materials for educational content and graphics.
Term of Licensing Agreements
The Term of licensees’ agreements will vary, but shall be for a period of no less than three years. Renewal of the agreements shall be negotiated based upon the success of the product lines so long as the licensee has met all of its contractual obligations to the Foundation.
Royalty Rates, Guarantees, Advances
- Based upon the product category, the standard royalty rate is 8 to12% of the gross wholesale price per unit (less shipping and taxes) and/or 3 to 6% of the gross retail price if the products are sold by the Licensee directly to the consumer (less shipping and taxes). The average royalty rate is 10% of the gross wholesale price and/or 5% of the gross retail price.
- A guarantee of minimum royalties is required based upon the product category and sales projections provided by Licensee.
- Advance royalty installments to be recoupable against earned royalties are required. The initial advance payment due upon execution of the agreement will be equal to no less than 25% of the negotiated minimum guarantee amount, with additional payments due throughout the term of the agreement. The entire minimum guarantee must be paid within six months of the end of the negotiated Term.
- Royalty reports and any additional royalty payments are due and payable on a monthly basis.
Longevity
It is the Foundation’s goal to create a Blue Ridge Parkway Foundation brand identity to continue providing licensed products and resources to the public for many generations to come. The Foundation will consider renewing the initial term of an agreement based upon the product category and the success of the initial license agreement .
Sales and Marketing Opportunities
It is our goal to have successful partnerships with the Foundation’s licensees. When possible, the Foundation strives to provide information to Licensees related to new sales and marketing opportunities, such as:
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Introduction to Eastern National and Forever Resorts (the concessionaires for the National Park Service) with a total of 16 retail outlets on the Parkway;
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Leads for retailers and organizations interested in the Foundation’s licensed merchandise;
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Sale of Licensee’s merchandise on the Blue Ridge Parkway Foundation online store (www.blueridgeparkwaystore.com);
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Possible opportunities to sell to event sponsors;
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Co-marketing opportunities;
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Opportunities to participate in various trade shows and events which involve the Foundation; and
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Reciprocal web site links.
(Note: Licensor will use its best efforts to encourage retailers and sponsors to purchase from Licensee, but cannot guarantee any such sales)
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download a prospective
licensee application
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FOR MORE INFORMATION,
PLEASE CONTACT:
Brenda C. Young
Licensing Agent for the Blue Ridge Parkway Foundation
BC CONNECTIONS, LLC
Phone: (303) 421-2034 Fax: (877) 684-3190
Cell: (310) 877-5914
bcconnections@aol.com
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