2012-13 New Partnership Ideas Safeway

CU-SAFEWAY PARTNERSHIP 2012-13 Partnership – New Ideas Pass Through Opportunities Exploring opportunities to leverage vendor/brand dollars to minimize out of pocket expenses for activation and gain additional exposure to help drive traffic into Safeway Additional Marketing Ideas – Successful Concepts Reviewing what others in your industry are doing with college athletic programs throughout the country 2

PASS THRU OPPORTUNITIES Opportunity to increase revenue and enhance vendor/brand relationships CU can customize pass thru packages/programs for Safeway to sell to outside vendors or internal brands. 3

PASS THRU OPPORTUNITIES Example – Cub Foods & Minnesota Early results of the 2012 January-March promotion: Each of the three months generated double digit sales increases for the participating vendors with the highest being Michael Foods (snack cheese) with 149% year over year growth in the month of March. 4

PASS THRU OPPORTUNITIES Example – HyVee & Iowa State 5

SUCCESSFUL CONCEPTS SUCCESSFUL COLLEGIATE PARTNERSHIP PROGRAMS/IDEAS Vendor program/pass thru opportunities Branded concession stand(s) / POS locations Tailgate of the Game / Ultimate Tailgate Promotion Pet of the Week Promotion Safeway Club Card Promotion Register-to-win Promotion Mascot appearances at retail stores Additional community involvement – food drive, cancer awareness games Utilize the CU logo/brand in Safeway circulars/ads Customized CU gift card sold in Safeway stores 6