JOE-COLLEGE STORE

Larry Sinks, Lawrence Resident

Executive Summary: ―I am Joe-College‖ Marketing Campaign

Larry Sinks started Joe-College.com in February of 2006. From the beginning, the

company attracted the attention of local Lawrence shoppers, but in particular, drew a crowd of

enthusiastic KU fans looking for a creative and witty way to show their school spirit. Joe-

College.com prints t-shirts with humorous, sassy and intuitive slogans that boldly display the

wearer‘s support of all things KU, but more specifically, KU athletics.

After running into legal implications in April of 2006, Sinks continues to fight to keep his

doors open and t-shirts on supportive fans‘ backs. Up against a sizable opponent, KU Athletics,

Joe-College.com received extensive attention and coverage in the local media—both positive and

negative. The ―I am Joe-College‖ Marketing Campaign aims to generate hype within the target

audience, KU college-students, while insuring Sinks and his company maintains a strong,

positive presence in the Lawrence community.

As it offers a unique product, Joe-College.com does not face direct competition from

other local businesses. Instead, it markets its products as an original alternative to purchasing the

usual standard blue t-shirt with the KU logo printed across the front.

A quintessentially Lawrence establishment, Joe-College.com introduces style, humor and

affordability into the college scene, guaranteeing the customer a fun, funny and fresh way to

express his or herself.

Due to legal implications, all advertising strategies must stem from student-initiated

efforts. The first step in the campaign process involves staging a concert at a local Lawrence

venue, with a lineup of Lawrence and Kansas City artists. Ticket proceeds from the Joe-College

Jamfest will assist Sinks in his fight to keep Joe-College.com‘s doors open, and continue to print

its t-shirts.

Still in the preliminary planning stage, the concert will kick the campaign off, get the

word out in the Lawrence community and encourage KU students to participate in the facilitation

of this event, as well as future initiatives to support Joe-College.com.

17 November 2009

Strategic Message Planner: Joe-College.com.

Client and Product

Industry

Every American has been somewhere, done something and bought the t-shirt to prove it.

Fully embracing the Fist Amendment, Americans wear t-shirts to make a statement about a

myriad of subjects; printing one‘s opinion across his or her chest forces viewers to acknowledge

the message. In doing so, the wearer adopts the message as his or her own.

The plain white cotton t-shirt did not become popular until the 1920s when youth starting

exposing their white undershirts in rebellion against the starched and collared-fashion trends of

their time. Originating in Europe, the t-shirt quickly caught on in the United States as a simple

solution to itchy outwear rubbing against one‘s skin. The 1950s changed the face of the t-shirt

forever when individuals starting printing slogans, mostly political, across the front of the shirts

(http://fibers.com/blog/the-fascinating-history-of-the-t-shirt/ Nov. 15 2009).

Today, the availability of desktop publishing software allows consumers to print almost

anything on a t-shirt. The increased popularity of custom t-shirt printing gives consumers control

over the message, and thus, the personal brand image, they wish to portray. About 100,000 stores

with combined revenue of close to $150 billion comprise the US clothing stores industry.

According to First Research‘s Industry Profile, ―The industry is concentrated: the 50 largest

companies account for 65 percent of industry revenue‖

(https://owa.ku.edu/exchange/hfarrahi/Inbox/pdf%20of%20clothing%20industry%20Q3.EML/1

_multipart_xF8FF_1_out3.pdf/C58EA28C-18C0-4a97-9AF2-

036E93DDAFB3/out3.pdf?attach=1 15 Nov. 2009).

As an inexpensive alternative to high fashion trends and accessories, t-shirts speak

volumes, but cost less. This allows consumers to express their opinions concerning politics,

loyalty to one‘s alma mater or deeply rooted rivalries between enemy schools.

Client

Joe-College.com provides its customers with witty statements printed on a simple solid-

color t-shirts. Most of these sayings directly relate to the University of Kansas sports teams, and

include popular sayings and references that KU students and serious fans enjoy. Larry Sinks, the

creator and owner of Joe-College.com, started the business in February of 2006. He makes his

shirts on-site at a Lawrence screen-printing plant that he also owns. Ninety-five percent of the

sayings on Joe-College.com-themed shirts spring from the mind of Sinks. Individuals outside of

the company may submit designs. Currently, Joe-College.com sells 10 shirts that display others‘

designs.

Recent legal battles with the University of Kansas Athletics Department consume a

majority of Sinks‘ time and resources. In April of 2006, Lou Perkins, the Athletic Director at the

University of Kansas, sent Sinks a letter asking him to close Joe-College.com. Sinks hired a

lawyer and got a third-party perspective. In the words of Sinks, ―KU portrays the message in the

media that [it] did everything it could to settle with us before the trial. The final settlement offer

in writing was ‗pay us $500,000 and close your store.‘ That‘s not a settlement,‖ he said.

As of now, Joe-College.com fights to stay open and provide the Lawrence community

with light-hearted sayings printed on comfortable t-shirts, sold at an affordable price.

Product

In a college town where the university‘s sports teams dominate the social scene, Joe-

College.com created a niche for itself, selling graphic tees to college-aged individuals and KU

sports aficionados. The two most popular shirts, ―Muck Fizzou‖ and ―Our Coach Can Eat Your

Coach,‖ offer humorous statements that pertain to the strong border rivalry that KU maintains

with the University of Missouri, and the physical qualities of the KU football coach. Customers

know that Joe-College.com. provides them with a unique product allowing them to display their

school pride, but does so in a more unconventional manner.

In addition to sports shirts, Joe-College.com also offers hooded sweatshirts, funny t-

shirts, Valentine‘s Day shirts and thongs. Customers can purchase all of these items online at

http://www.Joe-College.com; however, Internet sales comprise only 3-5 percent of all Joe-

College.com sales.

Joe-College.com sells its t-shirts for $15.95 each, and customers can buy sizes S-XXL

(http://www.Joe-College.com/catalog/ Nov. 15 2009). In comparison to prices for sports shirts

sold at KU Bookstores and other vendors, Joe-College.com shirts cost a few dollars less, but

provide the customer with a larger selection of slogans. This allows Joe-College.com to develop

a closer personal connection with the wearers, because each customer can find a shirt that aligns

with his or her viewpoint.

Target Audience

University of Kansas college students, age 18-24:

Due to Joe-College.com‘s wide array of t-shirt sayings, most of which touch on humor

and include puns regarding KU sports teams, the product(s) appeals to students who either attend

KU, or maintain some sort of strong connection to Lawrence, Kansas and its social scene. The

affordable pricing of the shirts fits the traditional college-student budget, and the variety of

sayings allows the target audience to express itself in several different ways.

Most members of the target audience uphold a strong sense of school pride; therefore,

they are likely to purchase more than one Joe-College.com t-shirt. Members enjoy attending KU

athletic events as often as possible. While at these events, Joe-College.com t-shirts give students

the freedom to express their school involvement and spirit, in an industry that previously did

little to spur or encourage creativity.

The target audience includes those students who own a Joe-College.com shirt, and those

who do not. With fairly busy schedules and active social lives, the target likes to socialize and go

out; this adds impetus to the potential for Word of Mouth (WOM) advertising. Both males and

females comprise the target audience.

Supporting Benefits

Feature Benefit

Genuine Fruit of the Loom shirts

Durable

Comfortable

Inexpensive

Locally made Supports Lawrence economy

Witty slogans Buyers connect with the shirt

Two-sided printing Better value

More personal message

Cost $15.95 More affordable than other KU-themed apparel

Current Brand Image

Joe-College.com is a local business that prints t-shirts with witty sayings, some of which create

tension within the Kansas Athletics Department and Lawrence community.

Direct Competitors

KU Store: With a highly developed storefront, and online retail outlets, the KU Store

only carries KU licensed apparel and merchandise. It offers a wide selection of styles and

choices, and is the official store of Kansas Athletics. http://www.kuathletics.com/store/

GTM Sportswear: Relatively new to Lawrence, GTM Sportswear is based out of

Manhattan, and started out selling Kansas State apparel. http://gtmsportswear.com/gtm/cs/default.asp

KU Bookstore: As KU‘s official bookstore, the KU Bookstore operates out of the Kansa

Union on the KU campus. A percentage of its sales go to Student Union Activities. This

store carries the largest selection of KU apparel and merchandise in Lawrence. http://www.kubookstore.com/

Jayhawk Bookstore: Not affiliated with KU, Jayhawk Bookstore resides on the edge of

the KU campus. It sells licensed KU clothing and accessories. http://www.jayhawkbookstore.com/

University Book Shop: Located near GTM Sportswear, this store carries licensed apparel. http://www.kubooks.com/

Jock‘s Nitch: With two locations in Lawrence, Jock‘s Nitch specializes in apparel. It

offers licensed apparel from several athletic teams. http://www.jocksnitch.com/

Jayhawk Spirit: Sells KU apparel and merchandise, with a large selection of licensed

apparel from which to choose. http://www.jayhawkspirit.com/

Indirect Competitors

Brick and Mortar

Acme T-shirt Shop: Specializing in custom T-shirt printing, Acme T-shirt Shop will

print designs that customers bring in.

Hy-Vee: Hy-Vee has a small KU merchandise section, which includes a limited selection

of licensed KU shirts. http://www.hy-vee.com/

Dillon‘s: Provides seasonal KU merchandise, but does not carry it year round.

Francis Sporting Goods: This company does not sell KU apparel, but it does sell athletic

apparel and T-shirts. http://www.francisteamsales.com/

Click

Collegegear.com: As a retail site with links to several online stores carrying KU-licensed

apparel and merchandise, this site also links users to the KU Bookstore official E-

commerce site. http://www.collegegear.com/Default.asp?Redirected=Y

Fansedge.com: A self-contained E-commerce site that carries a wide selection of licensed

KU apparel and merchandise. http://www.fansedge.com/

Click and Mortar

Target: Does not have a dedicated section to KU apparel or merchandise. It carries a

small selection of KU t-shirts. http://www.target.com/

JC Penny: The store has a dedicated athletic clothing section. Within this department,

there is a KU section, featuring licensed KU apparel. http://www.jcpenney.com/jcp/default.aspx

Walmart: Walmart dedicates one aisle to KU merchandise and apparel. It mostly sells

merchandise, and offers few other choices and styles of t-shirts. http://www.walmart.com/

Desired Brand Image

Joe-College.com is a small business with a big voice. Let students express their love for

Lawrence and devotion to Kansas Athletics through KU-themed apparel that is fun, won‘t break

the bank and shouts a message that commands attention.

Selected Benefits

Feature Benefit

Locally made Supports Lawrence economy

Witty slogans Buyers connect with the shirt

Cost $15.95 More affordable than other KU-themed apparel

Advertising Goal

To persuade members of the target audience that each Joe-College.com.com t-shirt they purchase

will directly support local business, and most importantly, protect and uphold the freedom of

speech.

Strategic Message

How much is freedom speech worth to you? Buy a t-shirt from Joe-College.com.com and show

your support for a small business in need of some big help.

KU students should buy Joe-College.com t-shirts because the opportunity to take a stand in their

community and make a difference locally, only costs $15.95 and preserves freedom of speech in

a town where self-expression is identity.

Bibliography

"The Fascinating History of the T-Shirt." Fibers.com Fashion & Style Blog, What to Wear, How

to Dress Like, & T-Shirt Design Ideas. Fibers.com, 14 Oct. 2007. Web. 15 Nov. 2009.

<http://fibers.com/blog/the-fascinating-history-of-the-t-shirt/>.

"Industry Profile: Clothing Stores." First Research. 26 Oct. 2009. Web. 15 Nov. 2009.

<https://owa.ku.edu/exchange/hfarrahi/Inbox/pdf%20of%20clothing%20industry%20Q3.

EML/1_multipart_xF8FF_1_out3.pdf/C58EA28C-18C0-4a97-9AF2-

036E93DDAFB3/out3.pdf?attach=1>.

http://www.Joe-College.com.com

http://www.kuathletics.com/store/

http://gtmsportswear.com/gtm/cs/default.asp

http://www.kubookstore.com/

http://www.jayhawkbookstore.com/

http://www.kubooks.com/

http://www.jocksnitch.com/

http://www.jayhawkspirit.com/

http://www.hy-vee.com/

http://www.francisteamsales.com/

http://www.collegegear.com/Default.asp?Redirected=Y

http://www.fansedge.com/

http://www.target.com/

http://www.jcpenney.com/jcp/default.aspx

http://www.walmart.com/

News Release

FOR IMMEDIATE RELEASE FOR MORE INFORMATION

Jan. 10, 2010 Hollie Farrahi

Group Coordinator

hfarrahi@ku.edu

Joe-College Jamfest: Lawrence Rocks Out in Favor of Local Business

LAWRENCE, Kan.—University of Kansas students organize concert as first step in a

marketing campaign to raise awareness and funds to support local small business Joe-

College.com as it fights to keep its doors open in spite of recent legal proceedings.

On Thursday, Jan. 21, 2010 the Granada in Lawrence, Kansas, will host the Joe-College

Jamfest, a concert to support the local Joe-College.com t-shirt shop. The idea for the event began

as part of a Journalism project, and grew to encompass the entire KU community.

Proceeds from ticket sales from the Joe-College Jamfest will go toward helping Larry

Sinks keep his store open. A local lineup comprised of Lawrence and Kansas City artists will

play, and attendees can purchase a t-shirt printed exclusively for the event.

After KU Athletics Director, Lew Perkins, demanded that Joe-College.com founder and

owner Sinks close his doors in April of 2006 due to trademark infringement, the two parties went

to court. The presiding judge, a KU graduate and affiliate of a prestigious university board,

personally ruled that Sinks owed over $660,000 in legal fees, after the jury decided on the much

lower figure of $127,000.

―KU portrays the message in the media that [it] did everything it could to settle with us

before the trial. The final settlement offer in writing was ‗pay us $500,000 and close your store.‘

That‘s not a settlement,‖ Sinks said. Visit the Facebook group ―I am Joe College‖ for more

information on tickets, the lineup and ways to join the cause.

###

Student-run Joe-College Jamfest to benefit local business Concert to be held at the Granada on Jan. 21

For Immediate Release

Jan. 10, 2010: 9 a.m.

News Facts

This event is completely student-organized.

All proceeds from this event go directly to Joe-College to help pay off its

settlement.

Attendees will receive a discount on admission for wearing a Joe-College shirt.

Admission is $10 without a Joe-College shirt, $5 with a Joe-College shirt

Special Joe-College shirts designed by the I am Joe-College Facebook group will

be available for purchase at the concert.

Related Links

Facebook group

The Granada

Joe-College.com

About The Joe-College Jamfest

Two journalism students who wanted to do more than complete a homework

assignment initiated the Joe-College Jamfest. They wanted to create a unique

campaign to benefit a local business. The event is completely student-organized

and operated. This concert is a kick-off for the ―I am Joe-College‖ Marketing

Campaign.

For More Information

Hollie Farrahi

Group Coordinator

(913) 406-7442

hfarrahi@ku.edu

###

Backgrounder

FOR IMMEDIATE RELEASE FOR MORE INFORMATION

Jan. 10, 2010 Hollie Farrahi

Group Coordinator

hfarrahi@ku.edu

Joe-College.com

Larry Sinks founded Joe-College.com in February 2006. He opened the store to serve as a

permanent location for the University of Kansas-themed t-shirts he sold around Lawrence, Kan.

for years. The store, located on Lawrence‘s Massachusetts Street sells t-shirts with witty sayings

relating to KU and its sports teams. Over the years, KU students and visiting fans have come to

recognize the shirts as unique souvenirs that boast a strong love of KU, without sacrificing

originality, humor and style.

In April of 2006, Sinks received a letter from Lou Perkins, the director of KU Athletics.

The letter demanded that Sinks close his store. Sinks refused, hired a lawyer and eventually

ended up in court. After the judge ruled that Sinks owed over $600,000 in legal fees, Joe-College

struggled to keep its doors open.

The Joe-College Jamfest will generate positive support for Sinks and Joe-College in the

Lawrence community. Proceeds from the concert will keep the store‘s doors open, and maintain

Sinks‘ spot in a town committed to its local business sphere.

###

Fact Sheet FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:

Jan. 10, 2010 Hollie Farrahi

Project Coordinator

hfarrahi@ku.edu

Student-Organized Joe-College Jamfest Rocks Lawrence

What: The Joe-College Jamfest at the Granada in Lawrence, Kansas. This concert is the

first event in a series committed to promoting a positive image for Joe-

College.com. The lineup for the show includes local Lawrence and Kansas City

artists.

Who: The student-organized ―I am Joe College‖ Marketing Campaign kicks off its first

event as part of an initiative to raise awareness and support for local t-shirt shop

Joe-College.com.

When: Thursday, Jan. 21, 2010 at 8 p.m. KU students‘ first weekend back in Lawrence

from Winter Break.

Where: The Granada in Lawrence, Kansas. A popular music and entertainment venue in

Lawrence.

Why: Raise funds to keep Joe-College.com‘s doors open in light of the recent legal

battles concerning possible trademark infringement with KU Athletics. Athletics

director Lew Perkins demanded that owner Larry Sinks close his store in April of

2006. The judge who ruled the case charged Sinks with over $660,000 in fees,

after the jury only charged $127,000.

The campaign aims to acknowledge and encourage a student‘s position to initiate

change in the community. Attendees can buy a Joe-College t-shirt at the door that

supports the cause.

###

Photo Opportunity Sheet FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:

Jan. 10, 2010 Hollie Farrahi

Group Coordinator

hfarrahi@ku.edu

Joe-College Jamfest: Lawrence Rocks Out in Favor of Local Business

It is the University of Kansas students’ first weekend back from their winter break. Surrounded

by bustling crowds of college students that flock to Massachusetts Street on the weekends, the

Joe-College Jamfest will take place at the Granada on Thursday, Jan. 21, 2010. KU students and

other attendees form a ribbon of blue, each individual wearing his or her Joe-College shirt to

receive the promised discount at the door. The line to get in snakes across the front of the

building and down the block.

Inside, the crowd sways to the beats of such artists as Caitlin Conroy, Abandon Kansas and The

Sultan Sea. The laser show intermittently reveals the face of a single dancer in red, magenta and

green. The Joe-College Jamfest is in full-swing.

What: The Joe-College Jamfest at the Granada in Lawrence, Kansas.

Who: The student-organized ―I am Joe College‖ Marketing Campaign kicks off its first

event as part of an initiative to raise awareness and support for local t-shirt shop

Joe-College.com.

When: Thursday, Jan. 21, 2010 at 8 p.m. KU students‘ first weekend back in Lawrence

from Winter Break.

Where: The Granada in Lawrence, Kansas. A popular music and entertainment venue in

Lawrence.

Why: Raise funds to keep Joe-College.com‘s doors open in light of the recent legal

battles. The campaign aims to acknowledge and encourage a student‘s position to

initiate change in the community.

—Hollie Farrahi, Group Coordinator

―I am Joe-College‖ Marketing Campaign

###

Flier for Concert:

Title: I am Joe College—Radio Script

Client/Sponsor: ―I am Joe-College‖ Marketing Campaign

Length: 60 seconds

Air Dates: Jan. 1 – Jan. 24

SFX: KU Steam Whistle blowing

GIRL 1: Confident and happy college

student.

I‘m Elizabeth, and I am Joe College.

GUY 1: Confident and happy college

student.

I‘m Shelton

GIRL 2: Confident and happy college

student.

I‘m Hollie

GUY 2: Confident and happy college

student.

I‘m Michael

GIRL 3: Confident and happy college

student.

I‘m Lisa

GIRL 1, 2, 3 and GUY 1, 2: All reading

together, excited and energetic.

And I am Joe College

MUSIC: grunge guitar and drum kit fades in

with announcer.

ANNOUNCER: Older college student, or

college graduate. Male, mellow.

The holidays are over, and classes are back

in session, but that doesn‘t mean the fun‘s

gotta end. Come out for the Joe-College

Jamfest, at the Granada on Thursday,

January twenty-first. The Joe- College

Jamfest is a concert featuring local bands

such as Holy Mountain, Auburn Skies,

thePhantom* and Sultan Sea. Doors are at

eight, and the show goes late into the

evening. The Joe-College Jamfest is a

completely student-organized event.

Proceeds from ticket sales and merchandise

MUSIC: Fades up after announcer and ends

on guitar chord fade out at :59

go toward keeping Joe-College in business,

and printing some of Lawrence's favorite

shirts. Five dollar cover at the door if you

wear a Joe-College t-shirt, and ten dollars if

you don‘t. For more information, or to

participate in events, check out the

Facebook group, I am Joe-College. Come

blue, stay late and rock on.

###

Title: I am Joe-College—TV Script

Client/Sponsor: ―I am Joe-College‖ Marketing Campaign

Length: 30 seconds

Air Dates: Until 8 p.m., Friday Jan. 22, 2010

MS - KU power plant steam whistle, Tooty-

Toot, blows. Early morning sun just rose.

(:03)

MUSIC:

(Low punk rock guitar melody starts in

background after whistle.)

CU - Female college student in blue Joe-

College t-shirt and shorts. (:04)

STUDENT 1:

I‘m Jenny, and I am Joe-College.

MS - Male college student in blue Joe-

College t-shirt and black athletic shorts.

(:02)

STUDENT 2:

I‘m Brett

CU - Female college student in blue Joe-

College t-shirt and jeans. (:02)

STUDENT 3:

I‘m Melissa

WS - Group of at least 10 college students

wearing Joe-College t-shirts all speaking at

once. Standing on front stairs of Wescoe

Beach. (:03)

GROUP OF STUDENTS:

And I am Joe College.

CU - Caitlin Conroy, the singer, wearing

Joe-College blue t-shirt and jeans standing

in group of students, walking toward

camera. (:12)

BAND MEMBER:

I am Caitlin Conroy, and I am Joe-College.

Come join me and other local bands in the

Joe-College Jamfest, Friday, January 22, at

8:30 p.m. at the Granada. Ticket proceeds

from the show will go to keeping Joe-

College‘s doors open …

XCU - Student with back to camera

standing still, wearing blue t-shirt with all

event information in white lettering. (:03)

… Join the I am Joe-College Facebook

group for more information. Come blue stay

late and rock on.

FADE TO BLACK AT :29

RT - :30

MUSIC:

(Up under slate, then fade out)

###

T-Shirt Design for Shirts to be sold at doors: