BRAND

S OF OUR
STYLE GUIDE...

BARGAINS!
© 2021 Ollie’s Bargain Outlet, Inc.

JO IN OUR
TABLE OF CONTENTS
OUR BRAND A LOOK BACK IN TIME...
WHAT IS OLLIE’S?............................ 1.0
WHAT IS THE OLLIE’S BRAND?........... 1.1 1982
WHAT’S OUR PERSONALITY?.............. 1.2
WHAT’S THE OLLIE’S BRAND STYLE?.... 1.3

OUR LOOK AND FEEL

WHAT’S THE LOGO? ......................... 2.0
OUR COLOR PALETTE ....................... 2.0
LOGO USAGE................................... 2.1
PARTNERSHIPS............................... 2.1 2007
INCORRECT USE OF WORDMARK......... 2.2
OUR FONTS.................................... 2.3
TYPOGRAPHY USAGE........................ 2.4

VOICE AND IMAGERY

WHAT’S THE BRAND VOICE................ 3.0
2015
OUR LINGO.................................... 3.1
WHAT’S THE IMAGERY...................... 3.2
TIPS FOR DESIGN............................ 3.3
PRODUCT PHOTOGRAPHY................... 3.4
2016
TV AND RADIO
THE OLLIE’S SHOUT.......................... 4.0

GRAND OPENINGS
TONE & MESSAGING......................... 5.0
TRADITIONAL NEWSPRINT................. 5.1
2020
SOCIAL MEDIA................................ 5.2
SOCIAL MEDIA................................ 5.3
WEBSITE........................................ 5.4
Confidential: This document is property of Ollie’s Bargain Outlet, Inc. (“Ollie’s) and is intended only for internal Ollie’s use and limited external vendors with the consent
of Ollie’s in connection with performing contracted work on behalf of Ollie’s. Any intellectual property disclosed in this document remains the property and assets of
Ollie’s and is not to be used in connection with any other business outside of Ollie’s. Duplication of this document by any external vendors is expressly prohibited.
WHAT IS OLLIE’S?
OLLIE’S BARGAIN OUTLET IS ONE OF AMERICA’S LARGEST RETAILERS OF
CLOSEOUT MERCHANDISE AND EXCESS INVENTORY. OUR “SEMI-LOVELY”
STORES SELL MERCHANDISE OF ALL DESCRIPTIONS AND SOME BEYOND
DESCRIPTION.

YOU’LL FIND REAL BRANDS AT REAL BARGAIN PRICES IN EVERY

DEPARTMENT, FROM HOUSEWARES TO SPORTING GOODS TO FLOORING
AND TO FOOD. OLLIE’S BUYERS SCOUR THE WORLD LOOKING FOR
CLOSEOUTS, OVERSTOCKS, PACKAGE CHANGES, MANUFACTURER
REFURBISHED GOODS, AND IRREGULARS.

MUCH OF THE MERCHANDISE COMES DIRECT FROM THE FINEST

MANUFACTURERS IN THE COUNTRY AND ABROAD. FOR EXAMPLE, IF A
MANUFACTURER MAKES TOO MUCH OF AN ITEM, OR CHANGES THEIR
PACKAGING, OLLIE’S WILL BUY THE OVERSTOCKED OR OLD PACKAGED
ITEMS. SO, YOU WILL ALWAYS FIND FAMOUS BRAND NAME PRODUCTS AT
OLLIE’S, BUT A LOT OF THEM COULD BE LAST YEAR’S COLORS, PATTERNS
OR PACKAGING THAT TRADITIONAL RETAILERS WON’T SELL.

OLLIE’S HAS ALSO LIQUIDATED MAJOR RETAIL CENTERS, WORKING VERY

CLOSELY WITH FINANCIAL INSTITUTIONS. WHEN COMPANIES LIQUIDATE,
THE BANKS WILL OFTEN DISPOSE OF REMAINING INVENTORIES AND TURN “AMERICA LOVES A BARGAIN…”
THEM INTO CASH. OLLIE’S BRINGS THE GOODS BACK TO OUR STORES AND -MARK L. BUTLER
PASSES THE SAVINGS TO THE CUSTOMER.

, S H O C KED!
D O N T B E ards for neatness
we will not win any aw
Here at Ollie’s, e on fancy
don’t spend a fortun
or housekeeping. We can keep our prices as low as
we
displays - that’s so here is casual, to say the least,
possible. Ou r at mo sp u are - just
dress up. Come as yo
so you don’t have to ur wallet!
yo
make sure you bring

1.0 OUR BRAND

WHAT IS THE OLLIE’S BRAND? FOLKS, HERE IS A LIVING, BREATHING GUIDE…
WHAT IS A BRAND? IT’S MUCH MORE THAN A LOGO. IT’S A COLLECTION OF EMOTIONS, IDEAS, AND
THOUGHTS ABOUT YOUR COMPANY. IT’S THE ‘FEEL’. IT SPARKS EMOTIONAL TRIGGERS.
THE FOLLOWING IS A COLLECTION OF WHAT MAKES UP THE OLLIE’S BRAND.

USING OUR BRAND IN A CONSISTENT WAY BUILDS STRONGER AWARENESS, HELPS DISTINGUISH US
FROM OTHERS AND BUILDS PUBLIC TRUST. IT IS CRUCIAL THAT ALL USERS FOLLOW THE
ESTABLISHED BRAND GUIDELINES.

IT IS STRONGLY DISCOURAGED THAT ANY OLLIE’S ASSOCIATES CREATE

THEIR OWN ADAPTATIONS OF THE BRAND ELEMENTS ACROSS ANY CHANNELS.

1.1 OUR BRAND

WHAT’S OUR PERSONALITY?
1/ OUR MISSION.
TO BE ONE OF THE COUNTRY’S LARGEST RETAILERS OF CLOSEOUT MERCHANDISE,
SELLING NATIONALLY RECOGNIZED, BRAND NAME GOODS AT UP TO 70% OFF THE FANCY STORE PRICES.

2/ OUR VISION.
OUR VISION IS TO OFFER REAL BRANDS! REAL BARGAINS!® TO THE PUBLIC IN THE FORM OF A TREASURE HUNTING,
FUN, AND DISARMING SHOPPING EXPERIENCE.

3/ OUR TARGET AUDIENCE.

40% MEN, 60% WOMEN. AGES 35-64.
OVERALL DEMOGRAPHIC: MODERATE INCOME, BLUE COLLAR, CONSERVATIVE VALUES, “AMERICANA”

WHY THEY NEED US & HOW OUR PRODUCT SOLVES THEIR PROBLEM.
WE IMPROVE THE LIVES OF OUR CUSTOMERS BY PROVIDING THEM WITH AN ACCESSIBILITY TO BRAND NAME GOODS
AT UP TO 70% OFF TRADITIONAL RETAIL PRICES. THEY GET CREDIBLE GOODS WITHOUT BREAKING THE BANK.

4/ DESCRIPTIVE ADJECTIVES OF OUR BRAND PERSONALITY.

SELF-DEPRECATING, FUNNY, WITTY, PUNNY, QUIRKY, CARTOONY, HAPHAZARD, FUN, CASUAL

DESCRIPTIVE ADJECTIVES WE ARE NOT.

FANCY, STUFFY, HIGH-END, SERIOUS, TRENDY, EXCLUSIVE

5/ OUR CORE VALUES.

OLLIE’S BARGAIN OUTLET WILL REMAIN TRUE TO WHO WE ARE;
A COMPANY THAT IS OBSESSED WITH BRINGING
HONEST VALUE TO OUR CUSTOMERS AND PROVIDING
A POSITIVE WORK ENVIRONMENT TO OUR ASSOCIATES.

culture
we are... passion
commitment
honesty

1.2 OUR BRAND

 WHAT’S THE OLLIE’S
BRAND STYLE?
LEMME TELL YOU
THE STORY ...

•SAVINGS & BRAND NAMES

more puns.
•Puns, puns, and then a few
on of humor.
A “1-2” punchline combinati
e fa ce of th e co m pa ny , ta king you on his
•Ollie is th
along the way.
journey, giving some laughs
el f- de pr ec at in g. .. an d w e’ re ok with that.
•S
ap ha za rd , O O PS -li ke ki nd a structure in all
•H ides, stand out!
m un ic at io ns - ti lt , br ea k gu
com
ak in g de si gn ru le s & go in g against the grain
•Bre
).
(to the beat of our own drum
to fill it.
•Our use for white space is u’ ll get used to it.
rd ri gh t? ? I kn ow , bu t yo
Feels wei
th e es se nc e of a ba rg ai n outlet, where
•Support fa nc y publications &
an ce lie s no t w it hi n
the import s & brand names
ti ve , bu t in th e de al
high-end crea
brought to customers.
1.3 OUR BRAND
PRIMARY
ASSETS •LOGO
•PRIMARY COLO
RS
•BRAND FONTS
WHAT’S THE LOGO?
THE OLLIE’S LOGO IS A LOCKUP OF WORDMARKS AND PRIMARY USE
THE OLLIE FACE WHICH TOGETHER REPRESENTS THE IDEALLY, THE
ESSENCE OF OUR BRAND. COLORS CHOSEN, OLLIE HEAD
CARTOON-LIKE SHAPES, AND LOCKUP ALL SUPPORT SHOULD
ACCOMPANY THE
THE FEELING OF THE UNIQUE QUIRKINESS AND A
WORDMARK.
LIGHTHEARTED PLAYFULNESS. IT’S THE PRIMARY
BRANDING DEVICE USED TO SHOUT TO THE WORLD,
WHO WE ARE. AND WHO WE ARE IS A PUN-FILLED,
COMEDIC BRAND THAT PROVIDES ITS SURROUNDING
COMMUNITIES WITH A BRIDGE TO BRAND NAME SECONDARY USE
PRODUCTS AT GREAT SAVINGS.

IT IS IMPORTANT THAT THE USAGE GUIDELINES ARE

CLOSELY FOLLOWED AND NOT DEVIATED FROM IN ANY
WAY. THESE ARE A CAREFULLY CRAFTED, STRATEGIC
SET OF RULES MADE TO CONSISTENTLY
COMMUNICATE OUR LOGO IN THE BEST LIGHT.

WHAT’S THE COLOR PALETTE?

DIGESTIBLE, QUICKLY RECOGNIZED, BOLD, YET PLAYFUL. THE CHOSEN COMBINATION OF COLORS EXEMPLIFY THE
PUNNY, CARTOON-CENTRIC BRAND. AS INTRODUCED WITH THE YELLOW, WE SHOUT OUT TO THE WORLD JUST WHO
WE ARE! AND “WE ARE...OLLIE’S!”

OLLIE’S RED - STRAIGHTFORWARD RED, 100% MAGENTA/100% YELLOW MIX! SIMPLE AND STRONG.
THE COLOR RED IS A BRIGHT, WARM COLOR THAT EVOKES STRONG EMOTIONS.
IT IS ALSO ASSOCIATED WITH COMFORT, ENERGY, AND EXCITEMENT.

YELLOW - BRIGHT, CHEERY, WARM, AND INTENSE, YELLOW CAN INVOKE STRONG FEELINGS. BEING THE MOST
VISIBLE COLOR, WE USE IT TO STAND OUT AND QUICKLY GRAB ATTENTION ACROSS ALL COMMUNICATIONS, BUT
ARE CAREFUL NOT TO OVERUSE AND LEAD VIEWERS TO VISUAL FATIGUE.

BLACK - STRONG, BOLD, CONTRASTING COLOR USED TO STABILIZE PARTICULAR BRAND ELEMENTS.
ACCENT COLORS
C0 C0 C0 C1.96
M100 M0 M0 M10.59 C83 C93
Y100 Y100 Y0 Y26.67 RICH BLACK M0 M32
PRINT

USED ON LARGE Y0 Y24

PRINT

K0 K0 K100 K0 C75
M68 FORMAT PRINTING K0 K26
PMS USE CMYK PMS Y67 & ALL PRINTED
485 VALUE 155 PMS PMS
K90 COMMUNICATIONS
2202 7706
R255 R255 R0 R247 OTHER THAN
G0 G255 G0 G224 NEWSPRINT R0 R0
WEB

G183 G108
WEB

B0 B0 B0 B189
B241 B136
FF0000 FFFF00 000000 F7E0BD 00b7f1 006c88
2.0 OUR LOOK & FEEL
SIZE
THE “O” OF OLLIE’S SHOULD NEVER APPEAR SMALLER .5”
THAN 1/2” (.5”) OR 36 PX HIGH. (36 px)
THIS MINIMUM SIZE ENSURES THAT THE ® MARK
REMAINS LEGIBLE.
EXCEPTIONS MAY APPLY FOR EXTREMELY SMALL
APPLICATIONS (SUCH AS PENS,
.5”
SMALL-SPACE ADS, OR OTHER). (36 px)
CALL THE CREATIVE DEPARTMENT.

“D-SPACE”
THE LOGO MUST ALWAYS CONTAIN SPECIFIC
SPACING AROUND IT. WIDTH OF THE D IN
“GOOD STUFF CHEAP”.
THE PRIMARY LOGOS ALREADY CONTAIN THE D-SPACE
PADDING BETWEEN THE WORDMARK AND OUTSIDE OF
YELLOW BOX.
OLLIE
HEAD/CARTOON
THE OLLIE HEAD OR A FULL CARTOON SHOULD
ALWAYS ACCOMPANY OUR WORDMARK.

PARTNERSHIPS
WHEN TEAMING UP WITH OTHER BRANDS, FOLLOW THE USAGE AND SPACING OUTLINE BELOW.
ALL BRANDS SHOULD HAVE FAIRLY EQUAL SIZING & SEPARATED USING A BLACK LINE WITH ROUND CAPS.

PRIMARY LOGO (VERTICAL & HORIZONTAL) SECONDARY LOGO (VERTICAL & HORIZONTAL)

2.1 OUR LOOK & FEEL

LOGO NO-NO’S DON’T EVEN GO THERE!

SQUEEZE STRETCH DROP A SHADOW

OUTLINE TILT

PUT DIRECTLY ON BACKGROUNDS OTHER THAN YELLOW OR WHITE

WHOA...
MESSIN’ AROUN
D
LIKE THIS
WOULD BE NUT
S!

,
HE S S
ACOR O
N Y ...

2.2 OUR LOOK & FEEL

CARTOON-CENTRIC WITTY CLEVER

FUN
IMPACTFUL
WHAT THE
FONT ??? A TYPEFACE IS THE COLLECTIVE NAME OF A FAMILY OF
RELATED FONTS (SUCH AS TIMES NEW ROMAN),
WHILE FONTS REFER TO THE WEIGHTS, WIDTHS, AND
STYLES THAT CONSTITUTE A TYPEFACE (SUCH AS TIMES
NEW ROMAN REGULAR, ITALIC, BOLD, ETC.).
THERE’S YOUR FUN FACT FOR THE DAY..YOU’RE WELCOME!

, THE #1, CHAMPION OF OUR TYPOGRAPHY GAME! THIS IS THE MAIN TYPEFACE
OLL IE S SOL ID
PRINT/DIGITAL
USED THROUGHOUT ALL OF OUR COMMUNICATIONS, ALL THE TIME!

GRILLED CHEESE
PRINT/DIGITAL
LARGE FORMAT DIGITAL AND PRINTING.
OCCASIONAL WEBSITE STUFF.

NOT A TYPEFACE, BUT MANUAL COMPOSITION OF

ILLUSTRATED LETTERS.
PRINT/DIGITAL MAKE AN IMPACT & SHOUT IN AN OLD SCHOOL OLLIE’S VOICE
WITH THIS STYLE. (BUYOUTS AND THINGS LIKE THAT)

Tekton Pro (Bold)

PRINT/DIGITAL
PRODUCT COPY POINTS, THEIRS PRICES, & STORY BODIES.

DOM CASUAL
PRINT/DIGITAL
VERSATILE FOR ANY OCCASION. CAN BE PLACED JUST ABOUT ANYWHERE WHEN
YOU WANNA SWITCH THINGS UP.
SPECIAL PRODUCT CALL-OUTS & MESSAGING IN ANY COMMUNICATION.
A VALUABLE RESOURCE, AFTERALL, THIS ENTIRE GUIDE UTILIZES IT!

BIFFO MT
PRINT/DIGITAL
”WHAT’S THE STORY” HEADLINES ONLY, NOTHING ELSE, EVER...SERIOUSLY, LIKE NEVER EVER!

Verdana
PRINT/DIGITAL
FOR THOSE MORE SERIOUS OCCASIONS...LIKE HR STUFF OR AN EMAIL BODY COPY
FOR A NON-OLLIE’S LIKE TOPIC.

LUCKIEST GUY
GOOGLE WEB FONT
USED ON OUR WEBSITE.

BOOGALOO
GOOGLE WEB FONT
USED ON OUR WEBSITE.

2.3 OUR LOOK & FEEL

OUR TYPOGRAPHY IN ACTION

10 .5 OZ.
TWICE THE
REGULAR SI
ZE! CL OSEOUT
•Huge selection of
What’s The Story?buyout, Blanket Yarn including
We just got a HUGE Bernat Yarn e got a Solids & Stripes
128,000 units to be exact! We’v for just •Selection varies by store
huge assortment of blanket yarn ge ya up

99
$
3
$3.99! The fancy stores will char .
to 8 bucks for the very same thing
ains, so
We know you’re yarnin’ for barg , they’re
shop now, ‘cause when they’re gone theirs
gone! $7.99

2.4 OUR LOOK & FEEL

BRAND VO ICE
& IMAGERY
 STUFF

GOOD
WHAT’S THE BRAND VOICE? CHEAP!
SELF-DEPRECATING, FUNNY, WITTY,
PUNNY, QUIRKY, CARTOONY, HAPHAZARD,
FUN, CASUAL AND GENERALLY
NOT SERIOUS...UNLESS WE HAVE TO BE.
WE’RE NOT FANCY, STUFFY, HIGH-END, TRENDY,
OR EXCLUSIVE.
OUR FOCUS IS BRINGING HUGE SAVINGS AND
BRAND NAMES TO OUR SURROUNDING COMMUNITIES,
NOT BEING PRETTY & HIGH-END.
“AMERICA LOVES A BARGAIN” AND WE BRING
THOSE BARGAINS TO THEM IN ALL THAT WE DO.

ON-BRAND LANGUAGE:
GOOD STUFF CHEAP!® HERE IS JUST AN EXAMPLE OF WHAT YOU MAY
CLOSEOUT! FIND
BUYOUT! YOU MAY FIND
HUGE DEAL! YOU NEVER KNOW WHAT YOU’RE GONNA FIND
GREAT DEALS AT OLLIE’S
SAVINGS FAMOUS MAKER
BARGAINS FAMOUS BRAND
AT THEIR PRICE BRAND NAME
ARRIVING DAILY SHOP OFTEN FOR THE BEST SELECTION
WHAT’S THE STORY? FACTORY REFURBISHED
FOLKS, ... IR (IRREGULAR)
SAVE UP TO 70% OFF THE FANCY STORE (STORES’) PRICES 1ST QUALITY
SAVE UP TO 70% OFF THEIR PRICE(S) 1ST QUALITY CLOSEOUT
-(SAVE UP TO SPECIFIC TO DEAL) WE CAN’T TELL YOU THE NAME, BUT YOU’LL KNOW IT
HURRY IN NOW, ‘CAUSE WHEN THEY’RE GONE, THEY’RE GONE! WHEN YOU SEE IT
THIS IS JUST THE TIP OF THE ICEBURG EXCESS INVENTORY
WE BOUGHT IT ALL OVERSTOCK
SELECTION VARIES BY STORE DISCONTINUED

3.0 VOICE AND IMAGERY

 FAMOUS MAKER CLOSEOUT

PRICE
THEIR
WHAT WE MEAN WHEN WE SAY... BUYOUT
GOOD STUFF CHEAP® - GOOD QUALITY PRODUCTS AT GREAT PRICES

SEMI-LOVELY – FUNCTIONAL, BUT NOT PARTICULARLY PRETTY AND SHINY LIKE THOSE OTHER FANCY STORES

DEAL – A BARGAIN ON GOOD QUALITY PRODUCTS AT A GREAT PRICE

CLOSEOUT - ITEMS THAT WILL NO LONGER BE MANUFACTURED OR SOLD BY A FANCY STORE. THE LAST BATCH OF
GOODS

BUYOUT – ALL OF THE ITEMS A SUPPLIER OR MANUFACTURER HAD LEFT OVER AFTER SELLING TO THEIR USUAL
BUYERS

EXCESS INVENTORY/OVERSTOCK/OVERRUN – THE ITEMS LEFT OVER AFTER A MANUFACTURER SOLD THEIR
CONTRACTED ALLOTMENT OF GOODS TO THEIR USUAL BUYERS

LIQUIDATION - THE PROCESS COMPANIES (USUALLY COMPANIES THAT ARE CLOSING) USE TO SELL OFF ALL THEIR
ASSETS (PRODUCTS/GOODS) IN RETURN FOR CASH

DISCONTINUED – GOODS THAT ARE NO LONGER PRODUCED

PACKAGE CHANGE – A PRODUCT’S CHANGE OF PACKAGE MATERIAL, SIZE, QUANTITY, LABELS, OR GRAPHICS

FIRST QUALITY – PRODUCTS THAT ARE HIGH QUALITY, NO FLAWS OR IRREGULARITIES, NOT REFURBISHED…
IN OTHER WORDS, NEW GOODS THAT YOU’D FIND IN FANCY STORES OR OTHER REGULAR RETAILERS

REFURBISHED/REMANUFACTURED – ITEMS THAT WERE RETURNED TO THE MANUFACTURER TO BE RECERTIFIED,

FIXED IF NECESSARY, TESTED, THEN REPACKAGED AND RESOLD AT LOWER COST

IR (IRREGULAR) – A PRODUCT THAT DIDN’T QUITE MEET THE PRODUCTION STANDARDS OF THE MANUFACTURER,
SUCH AS CLOTHING WITH SLIGHTLY CROOKED STITCHING

THEIR PRICE, THEIR RETAIL - THE PRICE THAT THE FANCY STORES SELL AN ITEM FOR

FAMOUS MAKER/FAMOUS BRAND – A BRAND THAT IS WELL-KNOWN, RECOGNIZED, AND GENERALLY KNOWN TO
PRODUCE AND/OR SELL QUALITY PRODUCTS

FANCY STORE – A STORE THAT TENDS TO SELL ITEMS AT FULL RETAIL, NOT A DISCOUNT STORE

BIG BOX – A STORE THAT IS TYPICALLY BOTH PHYSICALLY LARGE AND HAS A RECOGNIZABLE NAME

3.1 VOICE AND IMAGERY

WHAT’S THE IMAGERY?
TAKE A SLOW STROLL AROUND OUR STORE, YOU’LL GET THE IDEA!
OLLIE IS THE FACE OF THE BRAND, TAKING YOU ON HIS JOURNEY,
GIVING SOME LAUGHS ALONG THE WAY. HE’S FUNNY, QUIRKY, AND NOT
AFRAID TO BE HIMSELF...EVEN IF IT MIGHT BE EMBARRASSING.

WITH VARIOUS CARTOONS, WE TYPICALLY “OLLIE-IZE” ANY

DELIVERABLES THAT CALL FOR IT. OLLIE IN A FUNNY COSTUME TO
SUPPORT A HALLOWEEN SOCIAL POST...YES, OLLIE MILKING A COW
THAT’S SAYING “GET MOO FOR YOUR MONEY”...YEP, OLLIE LOOKING LIKE
A SQUIRREL ON THE COVER OF OUR FLYER...ABSOLUTELY!

ANY TIME THAT THE OLLIE CARTOON CAN HELP SHOUT A DEAL OR
DRESS UP TO SUPPORT A HEADLINE, GO FOR IT!

3.2 VOICE AND IMAGERY

TIPS WHEN DESIGNING/ADVERTISING FOR OLLIE’S:
#1 ALWAYS ADVERTISE THE SAVINGS! SAVE
THROUGH % OFF U P TO

20
$ 99 70O%
AND/OR
OUR PRICE-THEIR PRICE FF
COMPARISONS theirs THE FAN
, CY
$69.99 STORES PRICES

#2 “SHOUT” BRAND NAMES!

LOGOS...WE LIKE ’EM LARGE - AS BIG AS THEY CAN BE EVERY TIME.
TO SHOUT TO THE CUSTOMER ALL THE GREAT BRANDS THAT WE SELL !!

#3 FILL THAT WHITE-SPACE!

IF A PRODUCT BLOCK LOOKS CLEAN & OPEN...TRY AGAIN ‘CAUSE
YOU’RE DOIN’ IT WRONG.
1ST & FOREMOST MAKE LOGOS & PRODUCT IMAGES AS LARGE AS
YOU POSSIBLY CAN - THEN FILL THE REST WITH PRODUCT NAME & COPY.
•Adult, Baby, and
•Adult, Baby, and
Kid’s available Kid’s available
•Wide selection of •Wide selection of
SPF and varieities SPF and varieities
•Sizes 5-oz. to 8-oz. •Sizes 5-oz. to 8-oz.
Your Choice: Your Choice:
SPRAY OR LOTION
for the Whole Family! SPRAY OR LOTION
SUNSCREEN for the Whole Family!

SUNSCREEN $
CLOSEOUT!
3
$ 99 theirs
$6.99 CLOSEOUT! 399 theirs
$6.99

#4 TILT BLOCKS, BREAK GUIDES, HAPHAZARD LOOK

MAKE IT LOOK LIKE YOU DON’T KNOW HOW TO LAYOUT A COMPOSITION.

#5 BUYOUTS, CLOSEOUTS, ETC. HEADLINES

SHOUT THEM OUT EVERY TIME & THROW AN EXCLAMATION IN THERE.

#6 AN OLLIE’S CARTOON NEVER HURT ANYONE!

”OLLIE-IZE” ANYTHING AND EVERYTHING THAT YOU CAN.
THE OLLIE FACE OR FULL CARTOON SHOULD ACCOMPANY WORDMARK.

3.3 VOICE AND IMAGERY

 PRODUCT
PHOTOGRAPHY
BE PLAYFUL AND HAVE FUN WITH
THE PRODUCT WHEN IT’S RIGHT
*STAR WARS COLLECTION AT AN ANGLE, COLLECTION
THE FIGURE STANDING ON TOP WITH WITH MINI-FIGURE
•10 Lego Star Wars themed
hard-cover books with an
HIS HAND UP IN AIR Emperor Palpatine mini-figure
(THINK FURTHER THAN JUST A NORMAL SETUP)
$
IN PACKAGE OR OUT OF PACKAGE?
SHOOT IT IN MOST APPEALING, ENTICING WAY.
9 99
theirs up to
$50.00

M IRACLE BALL
DOES SITTING IN THE PACKAGE MAKE SENSE OR CAN ME•ReliTeveHO D K IT
chronic back pain with
YOU ENTICE THE CUSTOMER MORE WITH SETTING Elaine Petrone's ground-break
plan with this exercise kit
ing

•Includes: 256-page book;

IT UP OUT OF THE PACKAGE? 2 Miracle Balls; 1 ball pump;
1 instructional DVD

$ 99
IN USE
SHOW THE PRODUCT IN USE WHEN IT MAKES SENSE TO.
(CLOTHES ON A MODEL, DOG IN PET BED,
6 theirs
$28.99

KIDS PLAYING WITH TOYS)

MAY HAVE TO COMBINE THESE ELEMENTS LATER IN PHOTOSHOP.

FOOD & DRINK

IN PACKAGE, OUT OF PACKAGE, OR COMBO OF BOTH.
APPEAL TO THE SENSES. PRODUCT NAMING CONVENTION
sku000_product_descr
SHOW FOOD THAT MAKES YOU WANNA EAT IT.
3.4 VOICE AND IMAGERY
 TV +
RAD IO
 STUFF

GOOD
WHAT’S THE TV & RADIO, OLLIE’S SHOUT? CHEAP!
THIS “GOOD STUFF CHEAP!® SHOUT MUST ACCOMPANY ALL TV AND RADIO SPOTS.

FOR MORE INFORMATION,

PLEASE CONTACT MARKETING.

ALL TOGETHER NOW:

OLLIE’S...

4.0 TV AND RADIO

 GR A N D
OP E N I N G S
GRAND OPENINGS MESSAGING + CREATIVE
IT’S A CELEBRATION AND YOU’RE INVITED...WE’LL BRING THE BARGAINS!
THE TONE
• CELEBRATORY • SAVINGS-CENTRIC • SHOUTING • BOISTEROUS • FUN & QUIRKY

WHAT WE’RE COMMUNICATING

• ANNOUNCING THAT WE’RE OPENING AND WHERE
(WITH SPECIFICS LIKE, “IN THE OLD TOYS ‘R US”, “IN SUCH AND SUCH PLAZA OR SHOPPING CENTER”)
• TO COME HELP US CELEBRATE
• THAT WE OFFER GREAT SAVINGS ON TONS OF STUFF, A LOT OF IT BEING BRAND NAME
• WE SAVE YOU MONEY - THE BARGAINS ARE COMING
• WHAT IS OLLIE’S
• WHAT YOU CAN FIND AT OLLIE’S
• WHERE WE FIND ALL THIS GREAT STUFF
• ENTICING INFORMATION ABOUT OLLIE’S ARMY (OUR CUSTOMER LOYALTY PROGRAM)
• OTHER SPECIFICS LIKE MOBILE APP & SMS TEXTING
• CELEBRITY INFORMATION WHEN WE HAVE APPEARANCES WHERE IN THE WORLD
DO WE FIND ALL THIS
OUR ADVERTISING VEHICLES Lexington

75
STUFF?
Ollie’s buyers scour the world looking
for brand-name closeouts, overruns,
Greenville

package changes, manufacturer

95

• TRADITIONAL PRINT FLYERS, SINGLE SHEETS, & ROPS

Aiken

refurbs and irregulars. Much of the

merchandise comes direct from the finest manufacturers
• STICKY NOTES ON FRONT OF NEWSPAPERS in the country and around the world. For instance, if a
manufacturer makes too much of an item, or changes their
• SOCIAL MEDIA packaging, they’ll call Ollie’s and we’ll buy it all. It could be last
year’s color or pattern, but it’ll be so cheap that you won’t
mind. You never know what you’ll find at Ollie’s, cause new deals
• OUR WEBSITE AND SOMETIMES OTHER WEBSITE TAKEOVERS AND/OR ADS arrive daily, and when they’re gone, they’re gone.

• BILLBOARDS - BOTH PRINT AND LED

• OTHER NEGOTIATED MEDIUMS THAT MAY COME ALONG WHAT CAN YO U FIND AT OLLIE ,S?
•BOOKS •HOME GO
ODS •FOOD
, •AUTO AND HOME •FURNITUR
•TOYS
WisHA T IS OL LI E S? ndise and excess inventory. Our
IMPROVEMENT
•HARDWARE
E
•F LO ORIN
one of America’s largest retailers of closeout mercha
Ollie’s
business is simple. We buy cheap and we sell cheap.
At Ollie’s, you’ll find famous brand-name G
merchandise at up to 70% off the fancy stores’ prices.
You never know what you’re gonna find at •SPORTING GO ODS •
Ollie’s, but you’ll always find real brands at real bargain prices. We’ve got famous names like PATIO
Black & Decker, Hasbro, Matt el, Sunbea m, Yankee Candle, Sharpe r Image, Hoover, Mohawk, •PET SUPPLIES
Scotts, Crock-Pot, Farberw are, Hanes, Clorox and SO MUCH MORE! You gotta shop often for the •ELECTRONICS
best selection, ’cause when these deals are gone, they’re gone. •HEALTH AND BEAUTY
•SE ONAL
Folks, everything you buy at Ollie’s is covered by our
30-day “No Hard Time” Guarantee. If for any •LAWN AND GARDEN MEAS
RCHAND ISE
purchase, return it within 30 days for a
reason you are not completely satisfied with your
full refund (with sales receipt).

XMNTH XDAY XLOC GRAND OPENIN G J O IN

DOWNLOAD
OLLIE’S
’S MOBILE APP
SPECIAL GUEST •ALWAYS HAVE YOUR CARD
XXC ELE B DES CRIP XX , AND REWARDS
WHAT IS OLLIE S ARMY ?
CEL EB NAM E It’s Ollie’s customer loyalty program! The more you shop,
the more you save.
•SCAN CARD # AND OFFERS
RIGHT FROM YOUR PHONE
•Celebrity copy points •$1 spent = 1 point earned. PREMIUM 100%

•For every 250 points earned, you’ll climb the Ranks & •VIEW YOUR STATUS TO ARABICA COFFE
E

earn Rewards! NEXT REWARD

Visit ollies.us for details.
•BROWSE THE LATEST DEALS,
• Autograph tickets will be limited to 250 • Distribution of tickets starts
at 7:30 A.M. ENL ISTM ENT IS FIND STORES, HOURS, & MORE
• Autograph session will start at 10 A.M.
while they last! FRE E AND EASY!
•Autograph tickets ABSOLUTELY POSITIVELY limited to one per customer
etc. SIGN UP IN STORE TODAY !
•Appearance subject to change without notice due to weather, schedule,
*Apple and the Apple logo are trademarks of Apple Inc., registered in the U.S. and other countries and regions.
App Store is a service mark of Apple Inc.
*Google Play and the Google Play logo are trademarks of Google LLC.

5.0 GRAND OPENINGS

GRAND OPENINGS MESSAGING + CREATIVE

TRADITIONAL NEWSPRINT
HEY, FOL KS!!!
TAB & BROAD COME HELP US CELEBRATE OUR
STORE
FLYER GRAND MAP
OPENING
IN
XXXX
PEOPLE BARGAINS ARE COMING! HEY, FOLKS!!!

GRAND
‘ F LOCK ’
THE

BARGAINS ARE COMING!

PRE GO
THE

HEY,
FOLKS!!!

GRAND
R OUR
SINGLE SHEETS FO
OPENING
DEALS!
AND OPENING
ROPS IN
*THESE ARE LOCATION IN LOCATION
THE 4 : HEY, FOLKS!!!

GRAND
HEY, ,
THIS WEE K S FOR ECA ST
CARTOONS FOLKS!!!
COOL ... COM FOR TAB LE ...

USED
GRAND
OPENING
(FUNNY AND
OPENING
. . . AND ALWAYS
SAVINGS- UP TO 70% OFF
THE FANCY STORES
,
PRICES!

CENTRIC)
IN LOCATION IN LOCATION

1/ TAB & BROAD FLYERS

2/ BELLYBAND THESE TEMPLATES CAN BE FOUND IN:
3/ SINGLE SHEETS (PRE & POST) MARKETING$/1_CREATIVE_DESIGN_DEPT/GRAND_OPENINGS/1_TEMPLATES
4/ SHOP NIGHT TICKETS/POSTER

FRONT BACK

NEWSPAPER
COVER GRAND GRAND OPENI NG
WEDNES DAY, FEBRUAR Y 26,

OP E N IN G
AT 9 A.M.
STICKY NOTE WEʼRE OPEN:
Ba No

in WA C O
&

Daily 9:00 to 9:00

rn ble

Bu
es

rlin
Theme
Ho epot

Dr
Sunday 10:00 to 7:00
Ce
D

gto

o
Richland Mall

nt

ac
e

W
rp

W
Ol
oi

lie 30 DAY NO HARD TIME

n t

’s 298
GUARANTEE...
84 ve
linA If not completely satisfied for
nk

FE BR UA RY 26, FLYER a any reason, you may return

Fr
35
your purchase for a full refund.
WACO
INSIDE! (Must have sales receipt)

AT 9 A. M.
(FORMER Toys R Us)
5200 W Waco Drive Visit our website
254-300-4629 www.ollies.us

SET STORE CODE AT

5.1 GRAND OPENINGS7 POINT SIZE
GRAND OPENINGS MESSAGING + CREATIVE

SOCIAL MEDIA / FACEBOOK SLIDERS

PRODUCT • CELEBRATION CREATIVE, CONSISTENT WITH THE WEB AND PRINT CREATIVE
SLIDERS • SWITCH BETWEEN BLUE & PASTEL YELLOW TO COMPLIMENT PRODUCT
• BLUE CHOSEN FOR: TRUSTWORTHY, HONEST, DEPENDABLE FEELINGS
• YELLOW CHOSEN FOR: CHEERFUL, ENERGETIC, HAPPY, FUN, & IT’S
PART OF OLLIE’S PALETTE
• LIKE ALWAYS, LARGE, ENTICING PRODUCT IMAGERY-PRODUCT IS CHAMPION
• FOOD & DRINK: APPEAL TO SENSES
• MAKE IT FUN, ADD SUPPORTING OLLIE CARTOONS IN WHEN SEE FIT
• MIX IT UP AND HAVE SOME FUN - IT’LL COME ACROSS IN THE COMPOSITION
• THROW IN SOME FUN GIFS - THEY’RE APPEALING

GO SLIDER GO SLIDER LAST SLIDE OF

NO CELEB. WITH CELEB. GO SLIDER

IN G VISIT US IN XXXXX
GR AN D OP EN
X/ XX
T
SPE CIA L GU ES R
DR IVE
NA SCA R CU P
KY LE LA RS ON

1/ SLIDER TEMPLATES 1_CREATIVE_DESIGN_DEPT/SOCIAL_MEDIA/FACEBOOK/GRAND_OPENINGS/SLIDER_ADS/1_TEMPLATES

2/ EVENT PAGES
3/ GO GIFS 1_CREATIVE_DESIGN_DEPT/SOCIAL_MEDIA/FACEBOOK/GRAND_OPENINGS
4/ POST GO
5.2 GRAND OPENINGS
GRAND OPENINGS MESSAGING + CREATIVE

SOCIAL MEDIA / FACEBOOK EVENT PAGES

PRE GO
NO CELEB.
EVENT PAGE

PRE GO
WITH CELEB.
EVENT PAGE

POST GO
NOW OPEN
VIDEO

1/ SLIDER TEMPLATES 1_CREATIVE_DESIGN_DEPT/SOCIAL_MEDIA/FACEBOOK/GRAND_OPENINGS/SLIDER_ADS/1_TEMPLATES

2/ EVENT PAGES
3/ GO GIFS 1_CREATIVE_DESIGN_DEPT/SOCIAL_MEDIA/FACEBOOK/GRAND_OPENINGS
4/ POST GO
5.3 GRAND OPENINGS
GRAND OPENINGS MESSAGING + CREATIVE

WEBSITE GO
EVENTS
PAGE

NO CELEBRITY VERSIONS NO CELEBRITY VERSIONS

EVENTS PAGE WITH FLYER EVENTS PAGE WITH FLYER

EVENTS PAGE WITHOUT FLYER EVENTS PAGE WITHOUT FLYER

WHAT’S UP WHAT’S UP
NEWS AND EVENTS NEWS AND EVENTS
SLIDER SHAREABLE SLIDER SHAREABLE

GRAND OPENING INFO. GRAND OPENING INFO.

HERE HERE

5.4 GRAND OPENINGS

THANK YOU FOR READING
 REAL BRANDS!
REAL CHEAP!

REAL BRANDS!
REAL BARGAINS! ®

CLOSEOUTS
OVERRUNS
BUYOUTS

Confidential: This document is property of Ollie’s Bargain Outlet, Inc. (“Ollie’s) and is intended only for internal Ollie’s use and limited external vendors with the consent
of Ollie’s in connection with performing contracted work on behalf of Ollie’s. Any intellectual property disclosed in this document remains the property and assets of
Ollie’s and is not to be used in connection with any other business outside of Ollie’s. Duplication of this document by any external vendors is expressly prohibited.