CTSM Portfolio / Michael Mecham Page 1

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I. OVERVIEW Page 3 II. VITAL STATISTICS a. Candidate Profile Page 4 b. Company Background Page 6 III. SHOW OBJECTIVES / SHOW SCHEDULE Page 8 IV. MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION Page 10 V. MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS Page 15 VI. MANAGEMENT OF RESULTS REPORTING Page 17 VII. CONCLUSION Page 19 VIII. APPENDIX A – SAMPLE EXHIBIT MANAGEMENT REQUEST FOR PROPOSAL Page 20 IX. APPENDIX B – SAMPLE REQUEST FOR PROPOSAL ANALYSIS Page 30 X. APPENDIX C – SAMPLE TRADE SHOW BUDGET Page 31 XI. APPENDIX D – SAMPLE POST SHOW REPORT Page 32 XII. CTSM REFERENCES Page 36 CTSM Portfolio / Michael Mecham Page 2
After nearly disappearing from the apparel industry’s most important trade show in 2002 due to change in executive leadership, brand direction, post 9/11 economy shifts, and financial investment decreases, the Levi’s® Brand is now on the rise and quickly becoming one of the top exhibitors. It has been exciting to apply my learnings from the Certified Trade Show Marketer (CTSM) curriculum to facilitate this reemergence. This portfolio will overview the background, history, strategies, and tactics used to get the Levi’s® Brand to demonstrate its rightful prominence in the industry via the trade show floor. It will begin in Section II with an overview of my professional experience and special achievements as an event and trade show manager for Levi Strauss & Co., (LS&Co.). As the largest apparel company in the world, LS&Co. is faced with great challenges to protect and grow its market share. The second part of Section II will outline the company’s history, brand portfolio, strategic growth initiatives, distribution channels, and the competition. All of which will also provide a solid backdrop for which the important application of my learnings from the CTSM curriculum will be demonstrated. While LS&Co. has been exhibiting at various trade shows around the world for decades, the remainder of this portfolio will focus on the world’s most important men’s apparel event: called M.A.G.I.C. (Men’s Apparel Guild in California). Section III will begin with a review of show objectives for the Levi’s® Brand at MAGIC and will include qualitative and quantitative targets followed by an overview of all US trade events that the brand has participated in regularly. Section IV will provide a brief history of exhibit management, a demonstration of the Request for Proposal processes, and finally a review of the award winning approach taken to establish and implement growth objectives for the Levi’s® Brand at MAGIC geared to streamline, economize, and most importantly upgrade participation. This section will also illustrate how an exhibit can be brought to life from concept to creation in a relatively short timeframe while beating industry cost per square foot averages. All accomplished through collaborative and organizational leadership. Because trade show exhibits are essentially 3-dimensional marketing tools, Section V will review the strategic approach to integrate marketing across all platforms to deliver a consistent and deliberate brand message. This includes pre, at, and post show activities such as direct mail, customer events, exhibit graphics, celebrity appearances, and post show consumer marketing – all demonstrating the importance of focus in this area. Section VI will highlight post show reporting used to justify, grow, and improve decision making participation at MAGIC along with an in depth look at the approach used to gather and report qualitative and quantitative information as it relates to the show objectives. Finally, Section VII will summarize key learnings from the CTSM certification process and provide an overview on how they have positively affected Levi Strauss & Co. CTSM Portfolio / Michael Mecham Page 3
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Page 5 and 6: • Managed procurement and service
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Page 9 and 10: Show Schedule The US Levi’s® Bra
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Page 17 and 18: LS&Co. brands have been exhibiting
Page 19 and 20: Next steps for the commercial brand
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Page 31 and 32: MAGIC Marketplace Sample Budget Bud
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CTSM Portfolio / Michael Mecham Page 1

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