Objective

• Increase consumer awareness in the community and drive incremental traffic to new stores by following a timelined process for all marketing elements

Strategy

• Maintain and foster communication between the home office and field teams for all grand opening marketing elements and events

Tactics

• Implement a new process to arm stores with home office support

• Work closely with marketing and store operation teams to ensure alignment

• Build detailed marketing guides and checklists to provide additional support

Results

• Supported more than 100 locations in 2014

• On-site in key locations leading grand opening teams and activations

− April 2014 Boston activation:

− 74% increase in sales over LY since April 9

− 87th in the company in sales volume from April 9 through 14 (4300 total corporate locations)

Grand Opening Process: Summary

1

Grand Opening Process: Creative Examples

2

A-Frame $10 off $40 Coupon Handout

Sticker

Military Discount Handout College Discount Handout

Grand Opening Process: Social Engagement

3

Boston Grand Opening Event:

• Trained and managed street teams

• Gift bags awarded to customers that shared

or posted their RadioShack engagements on their Twitter, Instagram, or Facebook

accounts using the #mynewradioshack

hashtag

Objectives

• Increase consumer awareness of DIY (Do It Yourself) and Maker product assortments within

RadioShack stores

• Position RadioShack as a DIY destination in major markets

Strategy

• Leverage RadioShack involvement and sponsorships with Maker Faire events

• Increase awareness of RadioShack as a DIY destination

• Build and foster relationships within the DIY community in major markets

Tactics

• Plan events and projects for the 2014 California and New York Maker Faires

• Direct DIY activity booths

• Oversaw soldering activities where customers could build their own projects using RadioShack parts and

tools

• Promote product awareness through pop-up stores and phone repair stations

• Work in partnership with local field teams to assist at events and build relationships

CA & NY Maker Faire Results

• Assisted over 7000 people in building their own DIY projects

• Total sales pop-up store sales of $14,000

2014 CA & NY Maker Faire: Summary

4

2014 CA & NY Maker Faire: Summary

5

Objective

• Drive incremental traffic and sales to Corporate and Dealer Franchise locations within rural markets by aligning with a popular Mobile carrier

Strategy

• Foster and support a strategic partnership between US Cellular and RadioShack

Tactics

• Develop incentive programs and promotions to drive traffic into RadioShack locations carrying US Cellular

• Focus on geo-targeted email and social media elements

• Develop larger marketing campaigns for key dates and launch periods

• Follow up on each monthly campaign to analyze and improve strategy if needed

Results

• Each targeted campaign’s ROI was reviewed to determine the strengths and weaknesses of the marketing efforts

US Cellular Launch: Summary

6

US Cellular Launch: Creative

7

Radio script from December 2014

Campaign:

“And now a holiday update from U.S.

Cellular:

This season get swept away with great holiday discounts on the latest devices

at select RadioShack locations.

Plus, you’ll get U.S. Cellular’s reliable

network coverage that works where

others don't, and national coverage where you need it most.

Visit your local RadioShack for U.S.

Cellular at [ADDRESS].

Certain restrictions apply. See store

for details.”

Email from February

2015 Campaign:

Objective

• Allow stores to build and customize their own handouts and flyers for local marketing events and promotions without focused support from the Home Office

Strategy

• Partner with IT, Marketing and Operations to create a unique corporate-approved tool for field teams to create a customized flyer at the store level

Tactics

• Build a comprehensive database of SKUs and products as well as holiday and event themed options for stores to chose from to create truly customizable marketing materials

• Ensure automatic SKU pricing based on planned sale and clearance schedules

• Limit access to Managers and Assistant Store Managers to monitor the amount of handouts

produced

Results

• Reduction in feedback and field requests for marketing and advertising support

• Overall satisfaction at the field level for the ability to have ownership marketing elements

• Increased success of local marketing promotions and initiatives

“Build A Handout” Tool: Summary

8

Build A Handout: Creative

9

The bottom of the handout is specific to each

store- displaying store number, address, and

phone number as well as standard advertising

legal information for product, programs, etc.

SKU descriptions, prices, and images NOTE: If the

product is on sale or clearance this will be

highlighted with the original price below.

Customizable headers and “valid dates” for

promotional events. In addition, built in placement

for various program messaging (EX: RadioShack

SmartPay program).