Retail Merchandiser - March/April 2012 - (Page 60)

Licensing METROPOLITAN TRANSPORTATION AUTHORITY Breaking Out The MTA has successfully grown its product licensing business under the leadership of Mark Heavey. he idea of product licensing is not the first thing that comes to people’s minds when they think of the Metropolitan Transportation Authority (MTA). But, as Director of Marketing and Communications Mark Heavey says, it is playing an increasingly strong role in the MTA’s business. Based in New York City, the authority manages the city’s bus and subway transit and the Long Island and Metro-North railroads, transporting over 8 million daily customers. “The MTA was formed 1968 to oversee all of those public transportation entities,” Heavey explains. As the director of marketing and communications, Heavey manages the marketing, promotions and product licensing for the MTA. By doing so, he ensures that the MTA speaks for all of its divisions through one distinct, consistent voice. “Left to their own devices, each of these operating agencies might prefer to create their own brand, separate from the MTA,” he admits. “We need to have one voice in all of our communications. That’s what this department strives for – to create a more human face for the MTA, instead of being seen as some monolithic, uncaring organization.” T Cracking Down A marketing veteran, Heavey joined the MTA seven years ago, at a time in which it did not have a licensing staff. This made it easier for some apparel and jewelry manufacturers to steal the MTA’s logo and use it on their merchandise. Heavey notes that the MTA and its transit system have become well-known around the world, which makes the sale of these items particularly profitable. For instance, “The subway really is part and parcel of New York City,” he says. “It is as recognizable as the Statue of Liberty.” To crack down on those making counterfeit items with the MTA’s logos, the authority uses interns and Mark Heavey New York City 60 March/April 2012

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2012

Retail Merchandiser - March/April 2012
Creating Value
Design Strategies
Toy Fair 2012 Wrap-Up
Expo West 2012 Wrap-Up
Fashion Week
Category Insight
China Sourcing Fair 2012 Preview
Cover Story: Jessica Simpson
charming CHARLIE
Fantastic Sams
The Bargain! Shop
Sportsman’s Warehouse
Fruth Pharmacy
Apricot Lane Boutique
Hi-School Pharmacy
Hallmark Cards Canada
Metropolitan Transportation Authority
Rubie’s Costume Co.
Fashion Angels
K’NEX Brands
Total Wine & More
Sigel’s Beverages
O&W Inc.
New Hampshire State Liquor Commission
Kohler Distributing Co.
New & Notable

Retail Merchandiser - March/April 2012