Situation
The National Dairy Council and National Football League teamed up to launch Fuel Up to Play 60, an in-school nutrition and physical activity program. The initiative encourages youth to consume nutrient-rich foods and achieve at least 60 minutes of physical activity every day. BDA was brought in to create a resource for the more than 60,000 schools who participate in Fuel Up to Play 60 to order officially licensed apparel and merchandise.
Challenge
When the program was first introduced, schools were provided a list of approved vendors for the variety of items that were made available, but most enlisted local retailers out of convenience. BDA needed to discourage these efforts by simplifying the ordering process.
Solution
Understandably, the National Dairy Council wasn't prepared to assume the liability that comes with operating a fully inventoried web store. And an aggregate site like BDA manages for the NFL Alumni Shop—where orders are pooled and placed all at once to realize the lowest possible prices—wouldn't provide enough flexibility for participating schools. The client agreed a 100% on-demand ordering website was the best option for Fuel Up to Play 60. BDA negotiated competitive pricing and low minimum order quantities with our vendors. For each product on the Fuel Up to Play 60 Store, an estimated production time is listed. The average production time for most products is just five to 10 days.
Result
In its first three months, the Fuel Up to Play 60 Store recorded $200,000 in sales. Schools from 48 states placed orders.