Case Studies

Start-Up Licensing Department

A small start-up studio was releasing its first movie and deliberating whether to outsource the licensing component or to keep it in-house. Project Partners worked up a comprehensive analysis to help our client evaluate the benefits, challenges, and financial ramifications of each of the two tacks. We started by outlining the structure, function, and staffing needs of an in-house department. We also recommended aspects of licensing that could be handled externally. We set up the necessary infrastructure so the studio could hit the ground running, from providing overarching strategic direction to supplying appropriate approval forms.

Providing Value Beyond the Assignment

A large corporation had been eyeing a new business opportunity but had to step back when more imminent concerns took priority, such as staffing and resource limitations. Enter Project Partners. We delivered an in-depth analysis of a market that had piqued the client’s interest. We provided a survey of the competitive landscape and assessed the category’s size, scale, and best practices. The client then tasked us to evaluate an existing proposal. Because of our nature to overdeliver, we customized some financial and analytical tools to help our client better gauge the potential of future deals. The client mentioned being pleased that Project Partners had extended above and beyond the assignment, especially in regard to the interactive benchmarking tool.

Category Dynamics and How-To Information

Another large corporation, interested in possibly becoming a licensor, asked us to give a “Licensing for Non-Licensing Majors” overview to cover the basics of how licensing works. The client also asked us to gather data on the dynamics of two categories outside of its core industry. We addressed the opportunities and pitfalls of forming licensing alliances, and we informed the client about the financial and contractual ramifications of licensing out its trademarks. We shared tools to help analyze the return on investment in the desired categories of expansion. We delivered trends and observations that would impact the client’s licensing efforts.

Partnering for a Pitch

A licensing agency was pitching a new client and needed research on a few categories of interest, plus help with dispatching some sound strategic direction for the client. Because the agency hadn’t been awarded the business yet and couldn’t justify
hiring personnel, they turned to us to complete this necessary project cost-effectively. Project Partners provided in-depth research into the competitive landscape of the segment including modified shelf studies in 17 markets nationally. We captured for the agency actionable intelligence  (complete with photos) on products, price points, brand positioning, and other critical information. The agency was pleased to be billed only for the information specific to its project.

Actionable Recommendations for Growth

A client with a mature business was looking for ways to grow. Project Partners, acting as our client’s eyes and ears, went to trade shows and monitored trends, sought out new packaging executions, and product innovation, in core and in adjacent categories, and reported on the competitors’ activities. In our travels, we identified a potential new supplier and a strategic partner in an adjacent industry. These alliances would later help our client better compete head-to-head with one of its key rivals. The client applauded Project Partners for introducing “20 actionable recommendations” in the 150-page report we provided. We understood the company and its category and were able to provide only information that was relevant and practical.

Scanning the Periphery

A client was looking to grow its business through new channels or occasions. It wanted to think beyond the usual, looking at trends not only in its own category but in unrelated categories. By monitoring trend resources, news sources, and trade shows focused on the periphery areas of the client’s industry—businesses it didn’t regularly keep track of internally—we were able to recommend an innovative new market opportunity. The client received relevant, practical trend information at a much lower cost than hiring a “trend researcher” or using in-house personnel.

Optimizing Sales Success

Here is a happy twist. A company hired us to not find new business opportunities. You read that correctly. The goal of our client, a licensor, was to rally its licensees to develop innovative product with a distinct focus on sustainability. Our client lacked the resources internally to monitor trends in categories outside its core competency. Project Partners stepped up to act as sort of a trend seeker and retail merchandising coach. We prepared for this project by curating product development patterns in other industries where relevant trends could percolate unnoticed. We delivered some timely and fascinating shifts in product development that ultimately helped licensees present a stronger, more cohesive statement at retail. Sales increased. On top of this, our client thanked us for over-delivering: We scooped the trade media by gathering useful intelligence on the client’s direct competitors.

Trade Show Product Launch

Our client was introducing a new product at a trade show it had never participated in before. We organized the launch. We spelled out an exact timetable of tasks leading up to the show, and a complete execution plan for how to steer the product launch. We instructed how to maximize sales and visibility while at the event. We also have provided benchmarking reports and shelf studies for this client.

Collaborating to Fill a Void

We partnered with a publisher to create a report on how to measure the return on investment from a licensing program. We identified a void in the marketplace for this type of information and set forth to create a document that would benefit the licensing community as a whole. We set up, executed, and analyzed a survey of licensing executives, conducted in-depth interviews, compiled the research, and wrote a report that was made available to the licensing community through the publisher. We also hosted an audio conference, in conjunction with the publisher, to facilitate in-depth discussion on the metrics unearthed by our research.

Developing a Style Guide 

We helped our client, a creative agency, set up a style guide for a large corporation that was planning to license its trademark into related categories. We provided information on what its licensees would need from it in terms of legal and style guidance. We helped our client achieve consistency in brand image, products, and packaging. We developed and provided all the forms necessary, and helped identify and establish the standards that would guide the corporation’s global licensing efforts, addressing the needs of both the licensor and its licensees.