The UWM Office of Licensing and Product Development focuses on growing business and forging partnerships to increase the reach of the University’s creative and commercial brands. The office works with external partners on new creative concepts, retail entities on ways to create and grow business, and internal partners to maximize the reach and power of their promotional products.
The office is also charged with protecting the logos, seals, names, symbols and slogans associated with the University. These are the exclusive property of UWM. Reproduction of these marks for resale, promotional or other commercial purposes must have university authorization. This protects against the manufacture, display or sale of merchandise without the university’s consent.
UWM partners with CLC for the administration of its licensing and product development program. The University’s Licensing and Product Development Program generates money for student scholarships, with over $100,000 in royalties directed to UWM annually.
Campus departments, student groups or individuals interested in ordering branded merchandise for any purpose should familiarize themselves with the policies in place regarding branded merchandise. UWM has a robust licensed vendor list, existing relationships with local licensed vendors and access to brand-name merchandise through a variety of sources.
Licensing By The Numbers
- UWM and its licensing partner CLC have collected over $350,000 in royalties over the last three years
- Annual royalties have increased over 200 percent since 2016
- UWM branded merchandise regularly accounts for over $1 million in wholesale sales annually
- UWM’s Office of Licensing and Product Development received over 1,000 requests for approval of branded merchandise art and orders annually
- UWM has over 100 licensed vendors nationally in a variety of product categories
Why Branded Merchandise?
Branded merchandise plays an important role in a diverse, comprehensive marketing and promotional plan. When deciding how to include branded merchandise in your publicity plan, consider some of the following facts.
Impressions and Cost-Per-Impression
- A single promo item gets 340 impressions per month on average (1,000 items=340,000 impressions)
- Examples including a reusable bag getting 6,000 impressions per bag in its lifespan
- Promo products average 6/10th of a cent per impression
- Bags and writing utensils average 1/10th of a cent per impression
- Hats get an average of 3,000 impressions and t-shirts about 2,000 impressions
Promo Items Create Positive Brand Recognition
- 90 percent recall a company that gave them an item and 82 percent have positive feelings about that company
- 57 percent of people remember an ad on a coffee mug vs. 28 percent remembering a radio or TV ad
- 63 percent of people pass on their promo item and only 20 percent of people throw their promo item away
- 70 percent of people connect the quality of the promo item with the quality of the company
Did You Know?
- 90 percent of people own branded drinkware