We had a similar biz on years ago--although they also did pens, calendars, coffee, mugs and so on. Then they sold the business. One of the things that was effective were a few simple things to differentiate them. Like we'll sort your t-shirts for your school by classroom, team, department, so you get a box labeled "Mrs. Jackson" with all the right sizes labeled and packed inside. Had superhero concept -- make lives easier for coaches, teachers, race organizers.... Hmmm...what's I'm typing sounds cheesy, but it wasn't.
We had a design your own t-shirt contest. We solicited church groups, school groups, teams etc email or mail to us a design that they would like to have a a custom designed t-shirt for their group. We posted them on our website and had listener voting for best design. The contest page was a linked up to the clients page. We promoted on air for groups to submit and then on air to go and vote for winner. Winner got up to 50 shirts printed with the design. Client mentioned in gobs of on air promos and all over website as well as on air schedule. Plus when it was all over he had dozens of potential new clients with a custom design that they love...all he had to do was contact them with a quote.
Huge win all around!
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