Weaver's Campaign Plans Book by Nathan John Bartocci

Plansbook for Weaverâ&#x20AC;&#x2122;s Team One Nathan Bartocci, Cassie Brown, Selby Cohen and Lauren Sati

Acknowledgements We would like to take a moment and give special thanks to the individuals who helped make our campaign possible. Timothy Bengtson Joe Flannery Brady Flannery The entire Weaverâ&#x20AC;&#x2122;s staff All individuals featured in advertisements

Table of Contents Executive Summary Situation Analysis Client Analysis Current Tactics Social Media Product Analysis Industry Analysis Indirect Direct Consumer Analysis Geographical What Millennials want in a Brand Seasonality Primary Research Expert Opinion Focus Group General Survey Short Survey SWOT Analysis Strengths Weaknesses

9 13 15

18 21

Opportunities Threats Overarching Challenge 41 Strategic Plan 43 Campaign Objectives Target Audience Strategic Message Promotion Recommendations Social Media Recommendations Advertising Creative Campaign Budget 57 Media Plan Proposed Budget Television Advertising Online Advertising Print Advertising Conclusion 65 Evaluation Plan Final Thoughts Appendix 69 Sources 83

Table of Contents

Executive Summary

Executive Summary Weaver’s is the highest quality retail option in Lawrence, Kan. with an extensive and deep history in the community. It offers a wide range of products including casualwear, formal-wear, undergarments, swimwear, cosmetics, hats, shoes, accessories, kitchen & housewares. It strives to deliver high value products with excellent customer service.

Situation Analysis

Target Audience

Weaver’s fails to control its brand perception among many residents of Lawrence, Kan. leading to a loss of potential revenue from this very large demographic. This is a result of un-noticed ads that emphasize products over benefits and inconsistent social media.

The primary target audience includes college students and young adults aged 18-30 living in Lawrence. This includes a special emphasis on the Greek community. These individuals are tech-savvy; they prefer a memorable shopping experience; quality, transparent and responsive companies; and ads that tell a story representative of their lifestyles. The secondary audience includes current older demographic Weaver’s customers. We want to make sure they still feel Weaver’s cares about their roots and them.

Statement of Purpose …To increase revenue by attracting more college-age shoppers through experimentation of different advertising channels, a new approach to advertising creative and a highly structured and engaging social media plan.

Weaver’s Objectives To increase college-age shoppers by 4 to 5 percent, social media followers and engagements by 20 percent, and create a new perception of Weaver’s as being up-to-date and contemporary. Strategy 1: Showcase KU students wearing clothes representative of current fashion trends. Strategy 2: Make audiences realize that Weaver’s is contemporary, trendy and invested in their target audience. Strategy 3: Focus on story-telling and the benefits of shopping at Weaver’s Strategy 4: Spend advertising money at key times throughout the year when parents are in town to establish top-of-mind awareness. Recommendations • Craft a new slogan that exemplifies the primary Weaver’s benefit • Create humorous advertisements featuring Greek Student models that will get more attention. • Experiment with different media options (other than print) to learn what helps drive sales. • Hire a social media intern to maintain a consistent and engaging presence. • Place an LCD monitor in the window that streams consumer tweets about Weaver’s. • Create different window displays to capture the spirit of the Weaver’s consumer. • Launch e-Commerce and new website within the next year to make shopping and browsing from home easier.

Executive Summary

Situation Analysis

Situation Analysis The Situation Analysis refers to an assortment of research methods Mission used to analyze an organization’s internal and external environment and to better understand its capabilities, clientele and corporate en- “...To provide the Lawrence community and the KU student community with top-quality, national brand merchandise with value and vironment. superior customer service.” In Client Analysis, we’ll explain Weaver’s current social media tactics, -Brady Flannery mission and values. In Product Analysis, we’re going to explain the types of products carried by Weaver’s and who they are intended for. Consumer Analysis will explain the attitudes and preferences of Weaver’s target clientele in the different zip codes throughout Lawrence, Kan. as well as an outline of when shoppers are most likely to buy. The section also includes an explanation of what millennials respond most to. Finally, we’ll conduct an Industry Analysis that explains the current tactics and advertising strategies of direct and indirect competing companies.

Figure 1: Exterior store plaque

Client Analysis

Current Tactics

Before going further, it is imperative to understand the brand history, Weaver’s focuses all media spending on print advertisements in The University Daily Kansan and the Lawrence Journal-World newspacurrent positioning, values, primary shoppers and mission. pers. Current advertisements are clean, featuring the products that Weaver’s is not just a regular retail store. It has, for well over a cen- will help drive sales. At Christmas time, the ads emphasize products tury, provided Lawrence, Kan. with top-quality clothing, makeup that would make good gifts and have proven successful in the past. and housewares. Its rich history among locals is well-known and is a leading reason why many customers are dedicated to the brand. Looming high on 9th and Massachusetts Street, Weaver’s stands as a sturdy monument to the town. Many Lawrence inhabitants, young and old, will easily recall passing by the store and looking at the window displays to see what’s being offered. Inside, customers are warmly greeted by employees. It is positioned as a top-of-the-line retail store, unmatched by any store in terms of quality and value.

Figure 2-3: UDK and LJ World logos

Situation Analysis

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Figure 4-6: example of current and past Weaver’s advertisements

Social Media Twitter users are 142 percent more likely to participate in environmental/group causes and 141 percent more likely to be a part of any group that tries to influence policy or government. Weaver’s Facebook posts seem relatively effective with older demographics, but lacks younger demographic participation. The majority of likes come from middle-age women(30-40), followed by older women (50+), followed by middle-age men, and last by young-adult women (20-30). Posts primarily consist of product and promotion advertisements, but there are also a few posts that emphasize Lawrence, Kan. and Weaver’s history therein. Weaver’s does not seem to currently have enough resources to regularly maintain and update its social media. The cover photo displayed an out-of-date Easter sales promotion until April 29, 2015 - a month after the promotion ended.

Figure 7: Weaver’s current Facebook timeline (as of May 7, 2015)

Situation Analysis

Product Analysis Weaverâ&#x20AC;&#x2122;s offers a wide array of clothing for all seasons and occasions. The first floor focuses on ladies apparel, makeup and menswear; the basement focuses on home decor and cookware; the second floor focuses on undergarments; and the fourth floor focuses on formal dresses, coats and jackets. Here are some notable brands that can be found inside Weaverâ&#x20AC;&#x2122;s are on the next page.

Figure 8: Elevator sign displaying what product is on each floor

Figure 9-24: Logos of well known brands found at Weaverâ&#x20AC;&#x2122;s

Situation Analysis

Industry Analysis

Nordstrom Creative features women in empowering positions, exotic locations and edgy situations. Focusing on millennials, the fashion Weaver’s offers a wide array of clothing for all seasons and occasions. caters towards current styles (urban, bohemian and layered) and the Several companies can be noted as direct and indirect competitors. photos feature a familiar cross-processed appearance, like what many By analyzing the tactics of these companies, a better understanding people do on their smart phones. of what Weaver’s should be doing can be gathered. In this section, direct competitors are defined as, “competitors in retail selling products at a similar price and quality” while indirect competitors are defined as, “competitors in retail selling products at a lower price and quality”. Direct Nordstrom, Inc. Nordstrom offers clothes in between high-end and budget. About 75 percent of its current revenue comes from its 117 full-line stores, and the other 25 percent comes from the Nordstrom e-commerce business. The company’s success, Nordstrom said, will depend in part on how well it appeals to the younger customer. “Nordstrom emphasizes the younger customer as it sets a goal of $6 billion in web sales by 2020.” According to Redbooks, Nordstrom spends 30.2 percent of the its advertising budget on magazines, 25.6 percent Internet search, 22 percent Internet display (although both Internet budgets are down over 30 percent). Cable TV is up 39.9 percent and makes up 17.2 percent of the total budget. Figure 25: An example of Nordstrom creative from the May 2015 catalog

The social media content consists mostly of the product but never shows the entirety of the models face, giving focus to the product and allowing the viewer to project themselves in it. On twitter, Nordstrom takes care to tweet about more than just the product. During the Academy Awards, Nordstom tweeted about the clothes being worn on the red carpet, including pictures, with hashtags like #green, #Oscars, #OscarsRedCarpet, #shoes, and #jeans. There’s also a quote tweet. While twitter features semi-irrelevant posts (which are a great strategy to attract followers and supporters), its facebook page is purely a news feed and place to feature products.

Macy’s Analyzing the information on the Redbooks database, we found that Macy’s media spending consists of 41 percent newspaper, 15 percent network television, 7.3 percent cable television and 9.2 percent magazine. Newspaper is still the largest chunk even though it’s down -6.8 percent. Network radio, on the other hand, is down a drastic 22.9 percent and comprises only 2.5 percent of their marketing budget. Macy’s creative caters to several different emotions. “American Icons” emphasizes patriotism, asking people what they love about america. “Yes, Virginia The Musical” focuses on community and charity, sponsoring musicals to be performed in schools across america. This campaign also drove a substantial amount of publicity from the press who gave the musical positive reviews. “Another Miracle on 34th Street” emphasizes holiday and tradition, but also includes a cameo from Justin Bieber to appeal to younger audiences. The social media offerings include posts that focus on products, but also display them in a unique way. One tweet says “#MondayBlues We say if you can’t beat ‘em, wear ‘em” and features an image of beautiful blue makeup. Other tweets have nothing to do with the products. One features an image with a positive quote from a woman (perhaps a customer) tweeted at the person who said it with the message “We take this one to heart #WomensHistoryMonth.” All tweets and facebook posts include a link back to the company website.

Figure 26: An example of a Nordstrom Facebook post

Situation Analysis

Dillard’s Unfortunately, there wasn’t a large amount of information on Dillard’s. In 2013, its advertising budget was 64 million. Sixty-five point three percent was allocated to newspaper, 30.3 percent to magazines and 2.4 percent on Internet search. Social Media content focuses on clothing lines and sales promotions. Overall, it appears that Dillard’s is not having success on Facebook, only garnering about 20 likes on posts. Its annual revenue amounts to $6.6 billion. Compared to the $27 billion revenue of Macy’s, it’s clear that Dillard’s tactics are outdated and ineffective. Indirect JCPenney According to JCPenney Company News, in 2013 JCPenney reported net sales of $2.80 billion compared to $2.66 billion in the second quarter of 2013. Same store sales increased 6.0 percent for the quarter. Online sales through jcp.com were $249 million for the quarter, up 16.7 percent versus the same period last year. JCPenney reduced its television advertising and spent an increased amount of its marketing money on print advertising. Adweek.com reported on how the retailer redistributed its marketing budget by running less television ads and turning its attention to print advertising.This year, JCPenney took a second-quarter net loss of $147 million and a 23 percent decrease in revenue, which marked the retailer’s lowest quarterly sales in 20 years.

Old Navy We decided it would be important to analyze the tactics of Old Navy because it has high brand favorability among millennials due to its humorous advertisements and affordable prices. Its advertising budget is divided in the following way: 45 percent to network television, 19 percent to cable television and only 4 percent to magazines and newspapers. There is very little emphasis on online advertising, which is down 29 percent this year and comprises only 1 percent of its advertising budget. Advertising Creative include a quirky celebrity actress, an emphasis on humor, and a hashtag (#RunToOldNavy). Many advertisements now include a hashtag in the video.

Figure 27: South exterior of Weaver’s

Consumer Analysis From the Consumer Analysis, we will derive an understanding of what the Weaver’s Target Audience is looking for, the best tactics to reach them, how they respond to different messages and what they look for in a brand. Geographical Joe and Brady Flannery, owners, explained that the majority of customers are currently living in the 66044 area. They are looking to increase traffic in 66049, 66047 and the 66045 zip codes. To learn more about the types of people living in these areas, we analyzed Claritas PRIZM and VALS data. 66044 Zip Code - Reliable Customer Relationships The Weaver’s data indicate that the largest population of dedicated customers live in the 66044 zip code. This area has a population exceeding 29,000 with a median age of 24.6 and a median income of $34,200. Consumer spending in this area is about $709 million a year. PRIZM breaks up the market segments. Several are lower income, but the ones that aren’t will provide good insights. “Up-and-comers” are upper mid younger without kids. Also found are “City Strivers” with a median HH income of $43,600. They are under 35 non-home owning (but searching) and enjoy rap music and Family Guy. “Loan Rangers” make a little more on average than City Strivers, enjoy Maxim and are so named because they

Situation Analysis

take out a variety of loans and pay student loans. “New Nests” are younger families with upper to middle income. These families are experiencing many firsts and acquiring many assets for the first time. They still pay student loans, watch VH1, love the Internet and enjoy karaoke. 66049 & 66047 - Semi-reliable, major opportunity for growth. A lot of people living in the 66049/47 areas earn a median HH income of $54,000 and are largely unaware of Weaver’s and don’t shop there. Many live in new housing developments. Obviously it’s important to get them in the door for the first time. “The Pragmatics” who live here earn a upper middle-class income, watch Sundance channel, are very techno-savvy and enjoy outdoor activities. They often work from home, pay bills online and make purchases online. Also found in this area are the previously mentioned “Loan Rangers,” “City Strivers” and “New Nests.” There are also a lot of Double Income No Kids living in this area and people who enjoy nice technology. 66045 - Student Population Many similar market segments live in this zip code such as “City Strivers,” “Loan Rangers,” and more. The Median Income in this area is $27,000. To attract more students, Weaver’s needs to showcase the best products for the best prices.

Geographic Summary Overall, 66044, 66049 and 66047 are characterized primarily by young adults and new families. There is also a strong student population within each of the aforementioned areas. These people are techno-savvy, enjoy cable television as a complement to other media, enjoy online-shopping and are interested in high value products. What Millennials want in a Brand Since we are emphasizing the millennial as our primary target audience, we recognized a need to familiarize ourselves with what this demographic wants in a brand. The following information highlights the trends that are most likely to capture the millennials’ attention. Many of the following points can be found in almost every advertisement running on television now—especially the effective ones. According to AdAge , Millennials are more likely to recommend, support and shop at brands that have: Social “Purpose” It makes millennials feel good about themselves when the brand they are shopping at practices social responsibility. This includes charity, sponsoring fundraising and non-profits and generally having a position that lines up with the values and concerns of the people. “Personal Connection” Millennials want to feel that they are being spoken to directly. At the very least, they want to feel the brand is speaking for their generation.

Figure 28: A group of female millennials

Nike does this very effectively by capturing the social trend and voice of millennials, sometimes humorously, and speaking directly to them. “you just found your sole mate;” “Write the future.” “Disruption” This is a fancy way of saying that millennials want something unexpected, different and new. For example, Dollar Shave Club had a highly effective campaign because it was in your face, rebellious and focused on something different than razor features and benefits. An effective disruption creates buzz. It prompts people to write about it, take pictures of it, share it and think about it. “Accept Difference” Millennials aren’t the same as older generations. Millennials, as mentioned in the article, are the kind of people to nominate and vote a girl with down-syndrome as prom queen. It is for this reason that Abercrombie & Fitch is plummeting because of its recent comments and Dove is excelling because of its “real beauty” campaign. Effective branding essentially says, “you’re great the way you are and you will love this…” “Expect a Dialogue” With the “personal connection,” Weaver’s demonstrate that Weaver’s is similar to them. Weaver’s becomes their friend. As their friend, Weaver’s need to not just talk but listen and react accordingly. If the consumer speaks, it’s important to listen and speak back. Millennials

Situation Analysis

don’t want to see what Weaver’s has, they want to recommend what Weaver’s should do. They want to be a part of the creative process. It is for this reason that the new Taco Bell campaign includes a website for “Breakfast Defectors,” which has social media missions such as “Share the defector symbol on twitter or instagram with the hashtag #BreakfastDefector.” By doing this, the audience has a role and an objective in the campaign, making them feel important. AdWeek has a similar article and mentions many of the same topics. However, their article includes a few different tips. “Set the Mood” Effective advertising to this demographic will set a distinct mood or emotion and bond over a universal human experience. “Escapism” Is Back Millennials love to escape the mundane and routine. They want excitement. They want “a glimpse of the good life,” and they want brands to share their value of embracing life and finding the off-road path to adulthood. “Spotlight Pop Culture” Make fun of and embrace nostalgia and celebrity musings. Millennials also want to feel like they are celebrities.

Figure 29: North exterior of Weaver’s

“Make them feel Smarter” Millennials enjoy “how-to’s,” “DIY” projects and “lifehacks.”

Seasonality According to the Joe and Brady Flannery, the best purchase times are about two weeks into each semester, although not immediately. In general, millennials want brands to be high-quality, fit their per- There is also an opportunity for promotion during summer orientasonality, share similar interests and say important things. tion when students are in town with their parents. By far, the best months of sale are April, May, Sept., Oct. and Dec. Basketball season You know it’s working when they like you on Facebook, follow you also has an influence on Weaver’s sales. At these times, it is imporon Twitter, advocate to friends directly, shop in-store (54 percent), tant to employ an aggressive strategy, supporting these months with shop online (48 percent), start coming in the door more regularly. promotion to help drive more people to the store during the times they are most likely to buy. The key is getting promotional materials Millennials want immersion, education, resources that will help to audiences that do not currently shop at Weaver’s. them be successful adults, resources to get through financial crises. Purchase cycles are different from customer to customer. Weaver’s Most importantly, millennials want non-deceptive, transparent, ‘Charge Card’ customers purchase 6 times a year (every other month), honest advertising. meaning we need to remind them to come in the door approximately every other month. A smaller demographic of clientele make purchases every month and the smallest group comes in about 2 to 4 times a year.

Situation Analysis

Primary Research To learn more about consumer preferences, we conducted a survey among Lawrence residents as well as a focus group of four KU students. The primary research has helped us to understand the current perception of Weaver’s as well as the key issues that we need to address to improve brand favorability.

Focus Group We conducted a focus group on March 9, 2015. Four people attended. Nathan Bartocci moderated and Lauren and Cassie took notes. Our respondents included three women (Kayla, Samantha and Christina) and one male (Cameron). Generally speaking, the girls aligned closer to target demographic than the male. We asked respondents, “When you go shopping for clothes, where do you go and why?” Kayla enjoyed shopping at Target because of its good price-point and seasonal variation. She also made note that she appreciated how Target made a point to sell off-season clothes at a discount, and she frequently took advantage of this fact. She frequently purchases new clothes for different occasions. Samantha enjoys shopping at Urban Outfitters and believes that $30 for a shirt is a reasonable price. She also indicated that she would be willing to spend $60 on pants if she believed she would wear them a lot but that she perceived $50 for a shirt to be unreasonable. She goes shopping about two to three times a year and when she does, she purchases-

multiple clothing items. Cameron is more likely to shop online and claims to be “stingy” about his clothing choices. He has to really like something for him to purchase it. He doesn’t go shopping for many clothing items at a time, and his budget is usually about $30 to $60. He’s more likely to go shopping in Kansas City at stores like Banana Republic, H&M or Express. All respondents gave us great insights regarding purchase cycles and how they shop. First and foremost, they were all in agreement that they purchase housewares at discount stores or receive them as hand-me-downs. Additionally, they indicate dparent-weekends as the best time to go shopping. During football season, many greek students tailgate with their parents and go shopping afterwards. Most participants prefer to go shopping with their parents. We asked respondents, “What’s most important about the clothes you wear?” Cameron said he wants clothes to be comfortable. He also

Figure 30: The participants and moderator of the focus group

needs his clothes to set him apart from the crowd. Kayla works as a hostess at a restaurant and wants her clothes to reflect the mood of her work environment. She also said clothes reflect her personal mood. As an example, she said, “If I’m wearing a hoodie and yoga pants, don’t mess with me.” Samantha also indicated a desire to feel comfortable and unrestricted in her clothes. Christina buys leggings for different occasions. We asked our respondents if they have shopped at Weaver’s and what they thought. Christina, Samantha and Kayla have all shopped there. Cameron has not because he feels it is for “frat freshmen.” Samantha walked in but didn’t explore too much because she felt the store had an old lady atmosphere. Samantha, Kayla and Christina

Situation Analysis

Figure 31: H&M window display samples. H&M stores use photography to their advantage in store windows. The solid single colored mannequins are provide a modern and sophisticated image.

all indicated that the window displays were not good. Additionally, Kayla remarked that the inside of the store lacked distinction and felt generic. Kayla remarked that the men’s section was the best organized and that the women’s clothes looked and felt high quality, but the way things were displayed didn’t convey high quality. We asked them, “If you owned Weaver’s, what would you change?” Samantha said she would improve the inside layout and use window display photos as opposed the “creepy” mannequins. Kayla and Cameron both also indicated changing the window display. Cameron recommended an “H&M style display.” We also asked them, “What brands do you want Weaver’s to carry and what would you do to get student attention?” Samantha recommended Weaver’s carry a brand called Free People because it’s both comfy and high-end. She also recommended student discounts. Christina remarked that she feels a lot of the clothing is outdated and went on to remark that the people don’t care about what the brand is, only what looks nice. Everyone was in agreement on this notion. Clothing with brand names and logos on them are not as popular as they used to be. Christina also recommended the Free People brand as well as the Lucky Brand. Cameron, similar to many of our survey respondents, has never seen any Weaver’s advertising. This is a topic we will explore more fully later in the report.

They indicated several slogan ideas. Kayla suggested “Invested in Confidence,” Christina and Samantha suggested something along the lines of “Woven into the community.” Word Association Test Part 1 We created a word association test to gather an understanding of what people associated with important concepts in advertising Weaver’s product line.

Word Association Test Part 2: Brands We also asked respondents what came to mind when they thought of certain brands. This is what we learned. Macy’s Respondents wrote: Pretty high-quality, moderate prices, basic, nice, common, inclusive, mid-priced, variety

Nordstrom Elegant Respondents wrote: Expensive, on trend, upscale, sophisticated, colRespondents wrote: Necklace, pearls, grace, beauty, sophisticated, lective, affordable, up-to-date, fashion forward, reliable. expensive, red carpet, mysterious, prestigious, fancy, posh, flowing dress, suit, classy. Old Navy Respondents wrote: Family, outdated, cheap, colorful, basic, younger, Sexy affordable, annoying commercials, family. Respondents wrote: Model, lingerie, Victoria’s Secret, abs, beautiful, steamy, lace, Calvin Klein, fragrance, hot, seductive, lust, skimpy, red. Victoria’s Secret Respondents wrote: Sexy, expensive, woman appeal, experience, Confidence popular, desire, gendered, red. Respondents wrote: Power, leader, happy, executive, comfortable, strong, empowering music, red, smiling, practiced, invested, proud. Weaver’s Respondents wrote: Local, basic, Vineyard Vines, high prices, outHigh-end dated, expensive, Greek-life, selective, classic. Respondents wrote: Versace, Nordstrom, Louis Vuitton, quality, new, designer, treated, thread-count, expensive, Italian Summary of Focus Group Local They key findings we found from the focus group indicated that parRespondents wrote: beer, burgers, small, shops, home, history, traditicipants do not view Weaver’s as a brand for them. The atmosphere tion, value, better quality.

Situation Analysis

of the store is off-putting to younger customers as it feels mainly targeted toward older people and lacks any distinction from a generic retail store. Another issue addressed is that while the products are classy, they aren’t displayed properly, which is off-putting.

We learned that red is the color of sexy, confidence and class. Finally, we learned that it would be a waste of advertising dollars to emphasize “kitchenware” to the college-age buyers, as they can’t afford them and generally obtain their housewares from Walmart or their parents. For the full focus group visit this link: Additionally, the outside of the store, especially the window displays, https://www.youtube.com/watch?v=oL9EfBAhZ5E are a big turn off and need to be adjusted to feel more inviting and classy. Respondents want the doors to be open on the outside of the store to make the store feel less intimidating and more inviting. We learned that participants mainly go shopping when their parents are in town during family-weekends and game-day weekends. We learned that millennials aren’t interested in “branded” clothing as much as they used to be, and it has become a passé fashion trend. Participants demand that clothes be comfortable, and participants go shopping mainly for special occasions. They recommended a few brands to carry such as “Free People” and “Lucky Brand.” They also recommended looking towards the fashion styles featured in Nordstrom and Target as being contemporary and fashion-forward.

General Survey Forty-nine respondents replied to an online survey conducted for the Seventy-two percent of respondents have been to Weaver’s. Those purpose of learning about Lawrence consumer shopping behaviors. who had never been were asked why. This is what they said: The survey was distributed online by the entire campaigns class and the data were shared with every team. “Never considered it. Impression that they weren’t for me.” The data indicates that 65 percent of respondents are KU students “Not interested, there is an Urban Outfitters close by.” living in Lawrence. 66 percent of respondents represent the 66044 zip code with 18 percent representing 66046. Sixty-seven percent of “What is it?” the data represents ages 21-25 with a 50 percent male/female ratio. “I don’t usually shop in Lawrence; I wait until I’m back home. I’ve The majority of respondents are juniors at 34 percent and seniors at 40 percent. Nearly 70 percent of respondees work for additional never been to Weaver’s.” income. “It does not appeal to me.” The majority of respondents shop multiple times per month at 27 percent and once every 2-3 month at 35 percent. Two percent shop less than once a year. The findings on “Store Categories” concluded middle market stores such as Kohl’s, Old Navy and JC Penny’s were the most popular shopping choices, followed closely by medium better stores such as Macy’s, Dillard’s and Weaver’s. The 27 percent of respondents explained that their shopping budget for new clothes ranged from $81-100. When asked “how often do you visit Massachusetts street?” 27 percent visited multiple times a week and 33 percent replied once a week.

Situation Analysis

Of those who have shopped at Weaver’s, 36 percent believed it was “too expensive.” That said, on a scale of 1-5, the perception of Weaver’s having a selection of clothes that fit their style was in the middle with a weighted average of 3.16. 36 percent of respondents stated they were “quite satisfied” with the selection Weaver’s has to offer, while 40 percent were “moderately satisfied.” According to the survey, respondents displayed they are most likely to base their style preference on Pinterest, fashion experts, Macy’s, mall stores and current trends.

In regards to online shopping, 27 percent said they online shop quite often and 20 percent extremely often. Only 3 percent replied that they don’t shop online often at all.

“Lack of plus size clothing.”

When choosing makeup, price was the most important factor with the survey’s respondents, followed by quality than brand. When learning about makeup products, 60 percent of respondents reviewed internet sites.

Seventy-five percent of respondents have never seen a Weaver’s advertisement while the remaining 25 percent have seen an advertisement in the UDK and Lawrence Journal World.

Only 3 percent of respondents read magazines often and 27 percent When asked, “What is your favorite/least favorite thing about Weav- replied “not at all often.” However, on a typical day, 68 percent of ers,” respondents replied: respondents are extremely likely to use social networking sites and 20 percent are said it was “very likely.” “Its very expensive.” “Customer Service.” “I like that it has makeup counters and a nice shoe dept. The clothes are more aimed at middle aged women than young people.” “Love the makeup. Other products are outdated, seems old and pricey.” “There is quality clothing but it’s all too high priced. It would be better if they had more variety in their prices, even if that meant not as much top-brand clothing.” “Good selection of products.” “Their style of clothing doesn’t really fit my taste.”

Figure 32: Este Lauder makeup sold at Weaver’s

Figure 33: Front exterior of the Weaver’s men’s department

We asked respondents to give suggestions on how to increase store traffic. This is what they said: “Include clothes marketed to people in their 20’s.” “Better variety for all ages.” “Different window displays and more mass marketing and use of social media.” “More advertising online and in social media.” “Add more variety to the clothing selection with price and style that fits the style and wallet of the consumer.” Short Survey About TV Usage We asked KU Students if they watch Cable television. Out of about 20 respondents, we found the split to be about 75 percent watch cable and 25 percent do not. Of those who watch cable, the preferred channels are ESPN, USA, Comedy Central, Lifetime, ABC, Fox Sports, Disney, TLC, E, TNT, Travel and the Food Network. Overall these channels fall into all categories of Wow advertising (Tier 1, Tier 2 and Tier 3). We recommend emphasis on Tier 2 throughout most of the year with added emphasis on Tier 1 during basketball season.

Situation Analysis

SWOT Analysis

SWOT In this section, Weaver’s SWOT analysis provides insight to its strengths, weaknesses, opportunities as well as threats. The SWOT Analysis is a tool used to determine a company’s internal strengths and weaknesses as well as the external opportunities and threats. The SWOT provides insight to productive and strategic business goals and develops methods to achieve these goals.

Strengths

Weaknesses

No store in Lawrence offers better quality products

Advertisements aren’t being noticed

Strong ties to the Greek Community

Store atmosphere not distinguished or in line with products offered.

Long history with Massachusetts Street and Lawrence, Kan. Multiple product category offered

Lack of online media presence Lack of brand transparency

Opportunities

Threats

New messages and new channels available for advertising

Large selection of cheaper alternatives for all products offered at Weaver’s.

Social Media can give consumers a voice and make a brand seem contemporary e-Commerce is popular among shoppers

Greek Life ‘Family Weekends’ and Formals give students an increased budget for shopping

Perception of Weaver’s as “not for young shoppers” Vocal consumers spreading incorrect information

66047 and 66049 shoppers must drive further distance to Weaver’s

Strengths and Weaknesses One of Weaver’s greatest strengths is that they offer higher-quality, name-brand products than any other department store in Lawrence, Kan. This is an important feature to capitalize on because this inherently means that if a consumer is mainly interested in quality and class, they absolutely must shop at Weaver’s. Additionally, Weaver’s is inherently unique due to its long standing history in Lawrence. The department store has been part of Lawrence since 1857, survived Quantrill’s raid and the great depression. This fact gives Weaver’s an edge because it has an inherent level of credibility. The reason Weaver’s has outlasted other brands is because of its unrivaled quality. Weaver’s has strong ties to the greek community because of the products offered that target them. The strongest department in Weaver’s is the men’s department. Its extensive collection of both casual and formal wear consistently draws shoppers. Additionally, many Greek students have a larger shopping budget and are more concerned with quality than with price. Weaver’s carries a large variety of clothes for every occasion. Weaver’s doesn’t only carry clothing, however, and its large selection of cosmetics and housewares make it a one-stop shop to address many needs. Weaver’s also carries many unique brands that aren’t offered anywhere else in Kansas such as Eileen Fisher.

Our weaknesses, as with the other sections, from most important to least important. However, all of these weaknesses should inevitably be addressed. The most important weakness is that Weaver’s advertisements aren’t being noticed. This means that Weaver’s needs to try something new to be noticed. The main problem is that most advertisements show the products without telling a story and emphasizing the benefits. Many stores offer similar products aesthetically, so there needs to be a good reason associated with spending top-dollar on Weaver’s products. The lack of brand-controlled awareness also contributes to the spreading misconception that consumers have about Weaver’s. The second-most important weakness that needs to be addressed is Weaver’s lacking online presence. Social Media posts are infrequent and not as engaging as they need to be. Additionally, the website is a static page. This does a poor job of informing consumers about the Weaver’s story and products carried. Additionally, the company is losing a lot of potential revenue that could come from a strong online store and increased brand favorability from social media. All of this greatly hinders the consumer’s connection with Weaver’s, which subsequently has led to a loss of business to other brands. Another weakness of Weaver’s is the store’s interior decorations. The store’s atmosphere is not consistent with the products that are being sold. It lacks the pizzazz that one would find in a bigger, more established department store selling the same products. Many of our respondents have mentioned that the window displays are not ap-

SWOT Analysis

pealing and that the inside of the store is generic and not inviting. One respondent even said that the products inside were classy, but the cluttered organization and display of products was off-putting and did not match the class of the products being sold.

online, but this simply makes it easier to let consumers know what their options are. Finally, there is a lot of potential in the Greek Life market. Many of these people already do a lot of shopping there. Now it’s just up to Weaver’s to make sure that they visit here often and buy as much from them as possible. The products are there, but there needs to be a stronger connection at the right times.

Opportunities and Threats

Weaver’s must distinguish itself from the cheaper alternatives. By this we mean that it not only needs to be the highest quality experience available in town, but that it also needs to give people a reason to spend that extra cash. For the college consumer, it’s easier to go thrift store shopping. Weaver’s needs to carve a message into its consumers’ minds. A message that explains to them why they would rather spend that extra money. Additionally, it needs to change the perception that it only offers products for older consumers. Products need to be arranged and highlight current fashion trends or people won’t even walk in the doors.

Externally, there are many opportunities available that we should take advantage of. First and foremost, there are new messages and new media channels available in order to advocate the Weaver’s brand in a much stronger way. Since many Weaver’s messages aren’t being seen, we can try something new. For example, we can take advantage of the messages that millennials want to hear in order to increase brand favorability. There are also many media channels that offer valuable advertising rates. We should experiment with these channels to see if they help drive store traffic. Pairing with the new messages that millennials want to hear, Weaver’s can use social media to entice a response and improve communication efforts with consumers. This will help give the impression that Weaver’s is transparent and interested in what consumers want. e-Commerce is popular among shoppers and relatively easy to establish. Weaver’s can take advantage of this to help display products in a more efficient way and let shoppers see and buy its products right from their homes. Not only do many shoppers prefer to buy products

Another external threat is the incorrect messages being sent by consumers to their friends. Many consumers believe the selection at Weaver’s is outdated even having not been in the store. This is because of the incorrect messages being shared by people. Weaver’s needs to combat and correct this perception because it is fatal. Finally, Weaver’s needs to make shopping easier for people shopping in the 66047 / 66049 zip codes. These far distances are a barrier preventing shoppers from visiting. This can be addressed through the availability of online shopping.

Overarching Challenge The largest challenge is that consumers have a misconception about what Weaver’s sells and lack a good reason to go shopping there. We must combat this. Since the root of this problem stems from the fact that shoppers haven’t seen any of the advertisements, we have an an opportunity to try something different and experiment with new strategies that will help steer the course of consumer perception in the future.

Figure 34: Northwest exterior of Weaver’s

SWOT Analysis

Strategic Plan

Campaign Objectives In the upcoming section, we will go over our recommendations. All of which, are based on the important insights we took from our secondary and primary research.

Increase college-age purchases at primary shopping times Weaver’s wants to increase the number of college students supporting its brand and making purchases in-store. Our objective is to increase student-traffic, specifically among greek-life, by approximately 4 to 5 percent within the 2015-2016 year.

Increase walk-ins and store exploration Weaver’s needs to increase the traffic flow from one floor to the next. This can be accomplished by emphasizing the goods on various levels such as the swimwear on the upper-floors and the kitchenware on the lower floor. Sales in these areas will increase by 4 to 5 percent in the 2015-2016 year.

Increase social media traffic and prepare for ecommerce launch Weaver’s has a fairly successful Facebook page, but the Twitter needs much improvement. To create a stronger brand presence among younger and older generations, which will lead to a stronger launch of the e-commerce website, Weaver’s needs to engage the target audience more by generating a 20 percent increase in tweets.

Target Audience The primary target audience for our campaign is Lawrence residents living in the 66044, 66049, 66047 zip codes. With an already strong presence among older demographics, we want to emphasize millennials and KU students for our campaign. Not every KU student will shop at Weaver’s so we need to specifically cater to Greek Life Students. These individuals generally have more spending money and are more likely to have a higher interest in quality over price. Additionally, many of the products carried by Weaver’s might appeal to their style. Again, these individuals are techno-savvy, heavy users of smart-phones to stay current and can be appealed to by appealing to their sense of adventure and humor. For a secondary audience, we will continue appealing to older demographics who already make up a strong percentage of Weaver’s sales. We will continue appealing to them through print because it works. Additionally, for all ads, we will make sure that we don’t alienate them or cause them to feel betrayed.

Figure 35: A sample of the secondary audience

Strategic Plan

Strategic Message We recommend Weaver’s be positioned as the store that…

“offers the highest quality and most reliable products that will make you feel confident and fresh.”

We chose this strategic message because it conveys the essence of why people shop at Weaver’s. The notion of higher quality captures what makes Weaver’s one-of-a-kind in Lawrence, Kans. There just isn’t a higher quality retail option than Weaver’s. The reliability of the products captures their high quality and also justifies the price. Finally, the clothes look good, feel comfortable, and make the person wearing them feel classy. Because of this, Weaver’s is important to to feeling and projecting confidence. All of this captures the distinct value of the Weaver’s brand. It answers two important questions: Why do the products cost more and why should I spend that extra money? Because they are higher quality, more reliable and project confidence.

Figure 35: Model Maddie projects confidence in her Weaver’s shorts and shoes as she prepares for the photo shoot

Promotion Recommendations Weaver’s can show support to KU Students through sales promotions aimed directly at them at key selling times of the year. Home-Stunning Student Sale Weaver’s will give students an opportunity to come purchase new clothes just after the start of the school year. By showing a KU Identification Card, students will receive 20 percent their total purchase of four items or more. Weaver’s will create ads that air on television at the very beginning of the year before and during the promotion, which will occur throughout September. When parents come to town for Football games and family days, they often take their kids shopping. The key is to get students to recommend Weaver’s. Career Slam Dunk Sale This sale will come about in the spring time throughout March. Select “business-casual” clothing will go on sale for 15 percent off to KU students. We know that many students go shopping for special occasions. One of those important occasions is students looking for internships and post-graduation jobs. This sale shows that Weaver’s cares about the success of KU students.

Figure 36-37: Example of what the logos for th Home-Stunning Student Sale and Career Slam Dunk Sale could look like.

Strategic Plan

Seasonal Clearance One of our focus group respondents remarked that she loved shopping at Target for their seasonal clearance items. We believe selling these products at 20 percent off and clearly showcasing them will be not only a good way to prevent product waste, but also to get students and adults to come purchase these products.

Social Media Recommendations Facebook & Twitter Based on the findings from the social media posts of other retail outlets, we believe that it is important to post daily. On Twitter, posts can even be made multiple times a day. The primary distinction between Facebook and Twitter is the ability to communicate directly to the target audience. On Facebook, posts can be simple stories, images and graphics. It does, however, need to be updated daily with this content. To have out of date posts, as the Weaver’s page does now, does exactly the opposite of what Facebook is meant to do. It makes the company look bad and even unprofessional. Weaver’s must keep posts current. Types of content to feature: • Specific products offered and on what floor to find them. • This will help all audiences know that there are products at Weaver’s they should be interested in. • Seasonal product emphasis • This goes beyond posting “Springware” and “Winter

clothes”. It means posting good christmas gift ideas in December, good clothes to go job-hunting with in March and clothes to wear at school during September. • Promotion emphasis • Post daily about the products on sale and the sale itself when a promotion is happening. Not everyone sees a post on the first go around so posting different but similar things daily will help increase reach. Additionally, we recommend boosting three posts for every major sales promotion. • Relevant blogs • Subscribe to blogs that focus on fashion trends and tips. Weaver’s can utilize these to derive useful tips on what types of products to carry, how to arrange the products carried and what to show that Weaver’s social media is not only an advertising channel but also a bridge to interesting sources of fashion. • Events being sponsored by other Lawrence companies • Show that Weaver’s cares about the community in which it is based by following and posting material of other companies in Lawrence. This makes the company look good. All of this can be posted on Twitter and Facebook alike. Twitter however has additional types of content to post.

Additional Twitter posts to make • Retweet posts by famous fashion accounts • Find the accounts that are known as fashion experts and retweet their posts. This is motivated by the same thoughts as Facebook. • Reply to tweets at Weaver’s or that use a Weaver’s hashtag • Millennials need to be talked to. It shows that Weaver’s is transparent and interested in what their consumers have to say. Even if someone tweets a critique of Weaver’s, it might be a good idea to tweet back with a solution to address their concern. Instagram Instagram is a fairly straightforward social media that can be used to show the new wares at Weaver’s. Additionally, if Weaver’s is sponsoring an event, it should post coverage of said event. Hashtags can also be used here. Live Social Media Streaming Device in Window Display Weaver’s will put a computer monitor in its window display that updates in real time with tweets @Weaver’s or with the assigned hashtag. This creates a chance for people to see their tweets being broadcast. To prevent negative tweets from appearing, Weaver’s will shut down the screen after closing and approve all tweets that appear on the screen. Ideally, whoever is working on the social media will be able to approve or disapprove tweets within five to ten minutes.

Figure 38: Live social media streaming in a window display`

Strategic Plan

Figure 39-40: Example Facebook and Twitter posts

#WeaveGotMe Highlighting the Strategic Message. #WeaveGotMe is a hashtag that customers can use in their posts. Many individuals post images of themselves in new clothes after buying them. #WeaveGotMe is a unique hashtag with a positive spin on the company embedded. If consumers know about the hashtag, they will tag their posts with it. Hashtags can be used on Facebook, Twitter and Instagram. Posts with this hashtag can appear on the window display device and showcase the many different shoppers showcasing their new-found confidence. Keeping Up With Social Media Weaver’s has trouble keeping up with social media postings due to a lack of manpower. We recommend creating an internship position aimed at Freshmen and Sophomores. The position will require about 10 hours a week and can either be paid or un-paid depending on your resources. If paid, the internship will attract higher quality and a larger number of applicants. The primary motivation for this internship will be so that interns have social media experience to put on their resumés. In other words, it’s a gateway to better internships in their junior and senior years of college. Primary responsibilities for this internship will be adding social media content to all social media (Facebook, Twitter and Instagram) every day and moderating the posts that will appear on the social media screen in Weaver’s window display. This will keep Weaver’s current and notable while also ensuring a quality-control over the posts that appear.

Advertising Recommendations As will be explained in the media plan, for this campaign, Weaver’s will extend its reach to new media channels in order to garner more impressions. We believe this strategy will help shift the image of Weaver’s as being strictly for older people. Currently, Weaver’s uses only print ads but our survey indicates that many respondents aren’t seeing these. To fix this issue, Weaver’s needs to advertise on different media channels and Weaver’s needs to show a more interesting message.

Figure 41: New logo for the “Weave Got You Covered” campaign

A Few More Creative Requirements…

Strategic Plan

Weave Got You Covered The Weave Got You Covered campaign has a very strict formula: A person who is not wearing Weaver’s product gets into a situation in which they would want to be confident, they suffer a wardrobe malfunction and a bruised ego and finally someone wearing Weaver’s clothing smirks or comes out ahead somehow. For print ads, the headline will read “Should’ve Gone to Weaver’s” and feature a humorous image. This will be more likely to catch the eye. At the bottom of the ad, the slogan “Weave Got You Covered” will showcase help make sure the joke and the benefit is understood. We’ve prepared a few samples, but more videos will need to be produced by Wow advertising to keep the advertisements current with different promotions and seasons. All advertisements so far have placed an emphasis on the product. The new advertisements place the emphasis on the benefit. More importantly, they illustrate exactly why someone should spend more on Weaver’s products.

#WeaveGotMe will appear in every ad to make sure that people know about it. This is standard practice in advertising today as it is the most effective way to get a hashtag off the ground and trending. This puts the consumer in the driver seat of the Weaver’s experience and benefits. Additional information regarding advertising media channels will be covered in the Campaign Budget. What People Think of “Weave Got You Covered” We asked the same respondents what they thought of our slogan. The response was very positive with the following responses: “I can dig it” , “That’s pretty good!” , “*laugh* Good as far as slogans go!” , “I like it” , “Catchy and original” “One thumb up” , “Pretty solid” , “I think it’s witty, I’m a fan.” , “Clever, I like it.” , “Pretty good! Tell them to get on Facebook!”

Strategic Plan

Advertising Campaign Video Commercial TV Spot Advertisement Example: â&#x20AC;&#x153;Broken Heelâ&#x20AC;? Target Audience: Millennials Channel: Wow Cable

/WeaversLawrence @WeaversLawrence

Should’ve Shopped at Weaver’s

Advertising Campaign Print Ads Example 1: “Birthday Suit” Target Audience: Channel: UDK Size: Half page, horizontal

Your bathing suit is not your birthday suit. #WeaveGotMe

...Weave Got You Covered. 901 Mass | 785.843.6360 | M-W,F,SA 9:30-6

Strategic Plan

TH 9:30-8

SU 12-5

Should’ve Shopped at Weaver’s Advertising Campaign Print Ads Example 2: “Don’t Sweat It” (Make-up) Target Audience: Older women, current domographic Channel: LJ World Size: Quarter page, vertical /WeaversLawrence @WeaversLawrence

ELEGANCE IS YOUR MIDDLE NAME and nobody says being older means you can’t be bolder. With radiant brands like Estée Lauder, you’ll shine like a new penny and be the envy of your girlfriends.

Summer is coming. Don’t get caught with cheap runny makeup. #WeaveGotMe

...Weave Got You Covered. 901 Mass | 785.843.6360 | M-W,F,SA 9:30-6

TH 9:30-8

SU 12-5

Advertising Campaign Print Ads Example 3: “Honey, What’s For Dinner?” (Cookware) Target Audience: Current demographic Channel: LJ World Size: Quarter page, horizontal /WeaversLawrence @WeaversLawrence

Should’ve Shopped at Weaver’s With top of the line products that guarantee non-stick meals for years to come, you’ll never find yourself burning your gourmet confections again. Stop into Weaver’s to purchase our top-quality cookware. You can be confident that your cookware will last and you’ll never need another egg-scuse for burnt breakfast.

#WeaveGotMe

...Weave Got You Covered. 901 Mass | 785.843.6360 | M-W,F,SA 9:30-6

TH 9:30-8

SU 12-5

Strategic Plan

Campaign Budget

Campaign Budget Media Plan Weaver’s will employ an offensive strategy during other months of the year, specifically at the very beginning of September and in February. The promotions at this time will be aimed both at getting people in the door, but most importantly, building brand loyalty. Going off of this, we’ll want to have a promotion for spring clothing, summer clothing, back-to-school autumn clothing and of course christmas. Other key dates to ensure a presence include Saint Paddy’s Day when the parade comes to Massachusetts street. Promotions aimed at getting non-student audiences in the door during these times so they can “look their best”. They have the money, they just need to know that they want to go. Appealing to the students, we can take advantage of graduation time and offer the finest clothing for students who are seeking professional work and internships. We can also use homecoming as a time to get people in the door.

Campaign Budget

Proposed Budget Knowing when to advertise is typically based on the information taken from our survey and focus group. Weaver’s cannot invest in a media channel without evidence that it will provide a substantial return on investment. Using the Schonfeld Ratio , we learned that retail stores should dedicate 1.6 percent of their annual revenue to paid media. Based on an interview with Brady, we learned that last year Weaver’s dedicated approximately $75,000 towards advertising. We an approximate Schonfeld budget at $110,000. If used effectively, this will result in additional revenue, and the revenue dedicated to advertising will be a valuable investment. To determine how Weaver’s will distribute that budget, we used the media spending budget distribution of various successful retail operations, including Macy’s, Old Navy, JCPenney, Nordstrom, Gap and Kohls. We then collected the averages and tweaked the numbers to fit Weaver’s goals, based on our own primary research and judgementally determined that we would dedicate $47,300 (43 percent) to Newspaper and Print, $46,200 (42 percent) to Television and $16,500 (15 percent) to Online.

Advertising Budget

Newspaper/Print

$16,500

Television $47,300 $46,200

Online

Budget Total Weaver’s Advertising Budget: $110,000 Weaver’s Budget Allocation: Newspaper/Print (43%): $47,300 Television (42%): $46,200 Online (15%): $16,500 Media Channels: Wow, UDK, LJWorld, Pandora, Spotify, Youtube, UDK Online

Campaign Budget

Television Advertising While it’s true that there are many new media channels being used in the 21st century, television remains a popular pastime among young-adult audiences and older audiences alike. Many students living off-campus receive free Internet and cable bundled with their rent and watch it while they study. Our survey found that the majority of students watch television regularly. Other retailers dedicate a substantial percentage of their marketing budget to the medium, such as Macy’s (22 percent), Old Navy (63 percent), JCPenney (36 percent), Nordstrom (17.2 percent), Gap (39 percent) and Kohls (49 percent). Advertising in the evening hours when many students are doing homework with television on in the background is a sure-fire way to gather impressions. Based on market segment information gathered on PRIZM (see Consumer Analysis), we recognize that the most equitable channels to advertise on are located in the “Tier 2” category. That said, during basketball season, it will be important to also utilize the “Tier 1” category, which includes the ESPN channels. Time blocks are broken into segments of either 6a-6a (any time in a 24 hour period) 6a-mid (any time up to midnight) and 6p-mid (prime-time). Because most students and families will be watching television in the evening, we’re going to dedicate most of the budget to the prime-time slot for $30 a spot. In our budget, this will equate to approximately 1,393 television spots annually. This high number is appropriate because it takes about three impressions for the average person to register and retain the

message. We won’t advertise at all times of the year, however, since it’s most important to heavy-up in the most valuable months (March, April, May, Sept., Oct. and Dec.). It is around these times that families are visiting students to take them shopping, and local families are looking to purchase gifts and/or buy a new seasonal wardrobe. That equates to 232 TV spots in those months.

Online Advertising

Print Advertising

Weaver’s expressed interest in advertising on newer media channels, which is an idea we suppport. Nearly all millennials utilize Spotify, Pandora and YouTube. Additional online marketing budget will be distributed to UDK Online, Google Search and Facebook post boosting. Most online ads work on a pay-per-impression basis. For example, YouTube will cost $.30 per impression and Weaver’s will achieve those impressions by paying in advance. We will measure impressions by thousands using the metric “CPM” or “Cost Per Thousand Impressions”

Weaver’s should continue its use of UDK and LJWorld as advertising platforms. Print is still a good way to raise awareness and spread the word about store-promotions. However, the advertisements need a new approach. As indicated by our survey, many students simply have not seen any Weaver’s advertising. This is a result of a decrease in readership of the UDK and a lack of creativity in the advertisements. We propose something louder and less subtle to attract the eye. When it comes to millennials, we need to tell a story that will hit close to home and make them laugh. In doing this, they will remember the ad, positioning Weaver’s at the top of their mind when shopping time comes.

Online Budget: $16,500 YouTube: $300 CPM UDK Online: $15 CPM Pandora: $7 CPM Spotify: $23 CPM Google Search:

Since Weaver’s is looking to feature an ad in the UDK every week, we recommend placing these ads closer to shopping time on Thursdays. We recommend using the ¼ page ads at $360 a spot for the majority of these ads. From our focus group we learned that a lot of students wait for their parents to come to town to take them shopping. Around these “parent-weekends,” Weaver’s needs to run ½ page ads ($720 a spot). This equates to 27 ¼ page ads and seven ½ page ads (in the third and fourth weeks of March, the first and second weeks of April, the third and fourth weeks of August, and the first and second weeks of September. Overall this will use approximately $14,760 of the total $47,300 print budget.

Campaign Budget

Conclusion

Evaluation Plan Evaluation will take place exactly 3 months after the campaign launches. The main emphasis of this evaluation will be to test the effectiveness of the new media approaches, asking participants if they are seeing the new ads, where they are seeing them and what they think of them. There will be an additional evaluation considering the effectiveness of the entire campaign 12 months after the campaign. Weaver’s will evaluate the effectiveness of this ad campaign through a short questionnaire following up the questions, “Have you ever seen a Weaver’s ad?”, “How would you evaluate your shopping experience?” and “Do you perceive Weaver’s as having products that fit you?” We will also evaluate the increased performance of social media efforts on Facebook and Twitter, paying close attention to likes and shares among different age demographics. Finally, Weaver’s will see an increase in sales worthy of the money invested in it’s ads. If revenue is relatively static, new efforts will need to be made.

Final Thoughts Team One would like to start out by thanking every one that has contributed to our campaign. We would also like to thank all of the Weaver’s team members for their encouragement and support through this whole process. We believe that our solid research and thought out ideas will help Weaver’s flourish. Team One reccommends that Weaver’s promotes and markets the “Weave Got You Covered” campaign. From our research, we believe that this theme will help get the attention of a younger demographic but will also keping the current demographic included. This campaign will connect Weaver’s to both target audiences in a fun, fresh and vibrant attitude. Team One would love the opportunity to partner with Weaver’s to put this campaigninto action. Through all of our research and findings, we believe that our team has come up with the best strategies to help Weaver’s accomplish all its objectives to increase college-age purchases, increase walk-ins and increase social media traffic.

Thank you!

Nathan Bartocci, Cassie Brown, Selby Cohen and Lauren Sati

Conclusion

Appendix

Apprendix A: Focus group questions

Question 1: When you go shopping for clothes, where do you go? Probing: Why do you go here? Probing: What is it that appeals to you so much about the brand? Probing: How often do you go shopping for clothes? Question 2: When you think of current fashion trends or what you like to wear, what comes to mind? Probing: Guys? Girls? Probing: Talk more about colors and textures. Question 3: What is the number one thing you want clothes to do for you? What is most important? Question 4: Let’s talk about higher-end stores. When you’re shopping are you looking for quality or affordability? Tell me what’s most important and why. Question 5: Has anyone here ever been shopping a Weaver’s? Tell me about your experience. Probing: Would you go back? Probing: Would you recommend it to a friend? Question 6: If you were the owner of Weaver’s, what would you do to get more people your age to visit the store? Talk about promotions Talk about events Talk about the atmosphere Question 7: In general, what do you want your shopping experience to be like? Describe the perfect store atmosphere and experience. Question 8: What types of messages do you like to see from different companies on social media? Question 9: We’re going to do some word association. Cassie is passing out various sheets of paper with several words on them. Please fill in only the front page for now and prepare to discuss what you wrote. Discuss the responses in depth.

Apprendix B: Survey Data

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits

Q1 Which of the following best describes you? Answered: 49

Freshman

Skipped: 0

Sophomore

KU Student living in...

Junior

Senior Lawrence Resident (NO... 5th Year Senior Neither of these descri...

Non-Traditional / Other 0%

10%

20%

30%

40%

50%

60%

70%

Answer Choices

80%

90% 100%

Responses

KU Student living in Lawrence

65.31%

Lawrence Resident (NOT A STUDENT)

20.41%

Neither of these describes me

14.29%

Total

10%

20%

30%

40%

50%

60%

Answer Choices

Answered: 32

Skipped: 17

80%

90% 100%

Responses

32 Freshman

6.25%

Sophomore

6.25%

10 7 Junior

34.38%

Senior

40.63%

Q2 What year of school are you in?

70%

5th Year Senior

6.25%

Non-Traditional / Other

6.25%

Total

Q3 Do you work to earn additional income? Answered: 31

Skipped: 18

Yes

1 / 25

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

2 / 25

Appendix

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits Answer Choices

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits

Responses

Yes

67.74%

32.26%

Total

Used / Thrift stores (Plat...

Discount / Mass...

Q4 How often do you purchase new clothes? Answered: 37

Middle Market Stores (Kohl...

Skipped: 12

Medium-Better Stores...

Multiple times a month

Designer

Once a month

Once every 2 to 3 months

1 Used / Thrift stores (Plato’s Closet, Wild Man Vintage)

Twice a year Discount / Mass Merchandise stores (Wal-Mart, Target)

Once a year

Middle Market Stores (Kohls, JC Penny’s, Old Navy)

Less than once a year

10%

20%

30%

40%

50%

Answer Choices

60%

70%

80%

90% 100%

Multiple times a month

27.03%

Once a month

16.22%

Once every 2 to 3 months

35.14%

Twice a year

13.51%

Once a year

5.41%

Less than once a year

2.70%

Total

Score

0.00% 0

20.00% 7

34.29% 12

8.57% 3

31.43% 11

14.29% 5

37.14% 13

8.57% 3

2.94

22.86% 8

28.57% 10

31.43% 11

14.29% 5

2.86% 1

3.54

2.63

Medium-Better Stores (Dillards, Macys, Weaver’s)

28.57% 10

25.71% 9

14.29% 5

25.71% 9

5.71% 2

3.46

Designer

14.29% 5

20.00% 7

2.86% 1

48.57% 17

2.43

Answered: 36

Skipped: 13

Q5 Please rank in order the store categories best describe your shopping preferences? (1 = FAVORITE, 5 = LEAST FAVORITE) Skipped: 14

3 / 25

25.71% 9

Answered: 35

Q6 What is your approximate budget when shopping for new clothes?

Responses

Total

4 / 25

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits

$0 to $20

Multiple times a week

$21 to $50

Once a week

$51 to $80

Once every other week

$81 to $100

Once a month

$100+

Every other month or less

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

10%

20%

30%

40%

50%

60%

70%

Answer Choices

80%

90% 100%

Responses

$0 to $20

13.89%

Multiple times a week

27.78%

$21 to $50

16.67%

Once a week

33.33%

$51 to $80

22.22%

$81 to $100

27.78%

$100+

19.44%

Total

7 36

Once every other week

19.44%

Once a month

13.89%

Every other month or less

5.56%

Q7 How often do you visit Massachusetts street? Answered: 36

Total

Q8 Have you ever been shopping at Weaver's?

Skipped: 13

Answered: 36

Skipped: 13

Yes

10%

20%

30%

40%

Answer Choices

60%

70%

80%

90% 100%

Responses 26

72.22%

Yes

5 / 25

50%

6 / 25

Appendix

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits 10

27.78%

No Total

Q9 If no, why not? Answered: 8

(no label)

Skipped: 41

Responses

Date

Never considered it. Impression that they weren't for me.

3/26/2015 6:10 PM

Never been there

3/19/2015 11:23 AM

No interest.

3/12/2015 12:54 PM

Not interested, there is an Urban Outfitters close by

3/12/2015 6:08 AM

What is it

3/11/2015 2:55 PM

Does not appeal to me

3/11/2015 2:29 PM

Never had a reason.

3/11/2015 11:46 AM

I don't usually shop in lawrence, I wait until I'm back home. Never been to weavers

3/11/2015 11:16 AM

Too expensive (no label)

(no label)

36.00% 9

(no label)

24.00% 6

(no label)

32.00% 8

Great price for the merchandise

8.00% 2

Total

0.00% 0

Weighted Average

2.12

Q12 I believe Weaver's has a selection of clothes that fit my style

Q10 How would you rate your shopping experience? Answered: 25

Answered: 25

Skipped: 24

(no label)

Strongly Disagree

(no label)

4.00% 1

8.00% 2

(no label)

48.00% 12

24.00% 6

Exceptional 16.00% 4

Q11 On a scale of 1 to 5, how would you rate their prices? Answered: 25

Total

(no label) Not Satisfactory

Weighted Average

3.40

4.00% 1

(no label) 28.00% 7

(no label)

24.00% 6

36.00% 9

Strongly Agree 8.00% 2

Q13 How satisfied are you with the selection of products available at Weaver's? Answered: 25

Skipped: 24

7 / 25

8 / 25

Total

Weighted Average

3.16

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits

Extremely satisfied

Quite satisfied

Moderately satisfied

Fuck Weavers

3/10/2015 10:17 PM

There is quality clothing but it's all too high priced. It would be better if they had more variety in their prices, even if that meant not as many top brand clothings

3/10/2015 10:08 PM

Good selection of products.

3/10/2015 8:26 PM

My least favorite thing about Weaver's Inc. is that Michael Mintz is an employee.

3/10/2015 7:47 PM

Too expensive

3/10/2015 7:43 PM

Their style of clothing doesn't really fit my taste.

3/10/2015 7:07 PM

Slightly satisfied

Q15 How often do you buy products online? Answered: 29

Skipped: 20

Not at all satisfied Extremely often 0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

Quite often Answer Choices

Responses

Extremely satisfied

0.00%

Quite satisfied

36.00%

Moderately satisfied

40.00%

Slightly satisfied

16.00%

Not at all satisfied

8.00%

Moderately often

Slightly often

Not at all often

Total

25 0%

Q14 What is your favorite / least favorite thing about Weaver's Inc.? Answered: 16

10%

20%

30%

40%

50%

Answer Choices

Responses

Date

Its very expensive.

3/24/2015 7:49 PM

Lack of plus size clothing.

3/12/2015 3:52 PM

Mintz

3/12/2015 12:35 PM

Customer Service

3/12/2015 12:08 PM

I like that it has makeup counters and a nice shoe dept. The clothes are more aimed at middle aged women than young people.

3/12/2015 11:45 AM

Love the makeup Outdated, seems old, pricey

3/12/2015 9:53 AM

Variety

3/12/2015 9:49 AM

clearance rack

3/12/2015 9:47 AM

Outside of clothing I wear for my age

3/11/2015 11:54 PM

Great shopping for my boyfriend.

3/11/2015 2:33 PM

9 / 25

70%

80%

90% 100%

Responses

Skipped: 33

60%

Extremely often

20.69%

Quite often

27.59%

Moderately often

24.14%

Slightly often

24.14%

Not at all often

3.45%

Total

Q16 Have you ever seen a Weaver's advertisement and if so where? Answered: 28

Skipped: 21

10 / 25

Appendix

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits Answer Choices

Responses

Extremely often

3.45%

Very often

6.90%

Moderately often

27.59%

Slightly often

34.48%

Not at all often

27.59%

Yes, in the UDK

Yes, in the Lawrence...

Total

10%

20%

30%

40%

50%

60%

70%

80%

Q18 In a typical day, how likely are you to use social networking websites?

90% 100%

Answered: 29 Answer Choices

Skipped: 20

Responses

75.00%

Yes, in the UDK

14.29%

Yes, in the Lawrence Journal World

10.71%

Extremely likely

Very likely

Total

28 Moderately likely

Other (please specify)

Date

On Judy's pussy

3/10/2015 10:19 PM

yes

3/10/2015 7:49 PM

Slightly likely

Q17 How often do you read magazines? Answered: 29

Not at all likely

Skipped: 20 0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

Extremely often Answer Choices Very often

Moderately often

Slightly often

Responses 68.97%

Very likely

20.69%

Moderately likely

10.34%

Slightly likely

0.00%

Not at all likely

0.00%

Total

Not at all often

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

Q19 When choosing makeup products, which of the following factors matter to you? (Check all that apply) Answered: 21

11 / 25

Extremely likely

Skipped: 28

12 / 25

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits Product ingredients

male

3/11/2015 2:57 PM

I don't use makeup

3/11/2015 11:19 AM

No testing on animals

Q20 Which of the following sources do you use to learn about makeup products? (Check all that apply)

Price

Answered: 20

Quality

Convenience

Dermatologist

Brand

Cosmetologist

Friend's recommendation

Sales people

Skipped: 29

Friends or family

Salesperson's recommendation

Internet sites

Availability

Magazines

Packaging

Television

Other (please specify) 0%

10%

20%

30%

40%

50%

60%

70%

80%

Radio

90% 100%

Product packaging

Answer Choices

Responses

No testing on animals

28.57%

Price

71.43%

Quality

66.67%

Convenience

28.57%

Brand

61.90%

Friend's recommendation

33.33%

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

Dermatologist

20.00%

Cosmetologist

10.00%

20.00%

Sales people

Salesperson's recommendation

19.05%

Friends or family

55.00%

Availability

14.29%

Internet sites

60.00%

Packaging

19.05%

Magazines

25.00%

Television

20.00%

Other (please specify)

9.52%

Total Respondents: 21

Other (please specify)

19.05%

Product ingredients

Other (please specify)

Radio

0.00%

Product packaging

20.00%

Date

14 / 25

13 / 25

Appendix

I don't use makeup

3/11/2015 11:19 AM

Q21 If you were the owner of Weaver's, what would you do to increase sales and store traffic? Answered: 20

Skipped: 29

Responses

Date

use social media

3/24/2015 7:47 PM

appeal to a younger crowd

3/12/2015 3:36 PM

Better displays, ads and coupons in UDK, also the store front is ugly.

3/12/2015 12:56 PM

Hire someone that knows how to do that

3/12/2015 12:38 PM

More attractive store front Current fashion trends Student affordable pricing

3/12/2015 9:58 AM

Include clothes marketed to people in their 20s

3/12/2015 9:50 AM

sales promotion with other stores

3/12/2015 9:49 AM

Create an instagram, add signs on mass

3/12/2015 6:10 AM Spring Habits Spring2015 2015Capstone CapstoneSurvey Survey(BENGTSON) (BENGTSON)- -Lawrence LawrenceShopping Shopping Habits

9 Better variety for all ages # Responses 10 Never heard of this 1 Pinterest, Target, Nordstroms specify) 11 Other (please Lower prices. They are ridiculously high. 2 NO one Total Respondents: 20 have better brand clothing in their stores and have more sales 12 I would

3/11/2015 11:57 PM Date 3/11/2015 2:57 PM 3/26/2015 6:11 PM 3/11/2015 2:34 PM 3/12/2015 3:36 PM 3/11/2015 2:32 PM 3/12/2015 12:56 PM 3/11/2015 11:48 AM 3/12/2015 12:38 PM Date 3/11/2015 11:20 AM 3/11/2015 2:57 PMAM 3/12/2015 9:58 3/11/2015 9:05 AM 3/11/2015 11:19 AM 3/12/2015 9:50 AM 3/11/2015 1:47 AM

10.00%

3 13 4 # 14 1 5 15 2 6 16 7 17

Celebrities Different window displays and more mass marketing and use of social media no one(please specify) Other I feel like weavers already has a good following. male Posts on facebook from Birchbox More advertising online and in social media. INo don't oneuse makeup Hire AB and Travis People on tv Add more variety to the clothing selection with price and style that fits the style and wallet of the consumer

8 18

Other peers Decrease prices on brands.

3/11/2015 11:57 PM 3/10/2015 8:29 PM

9 19

None suck off the customers

3/11/2015 2:57 PM 3/10/2015 7:49 PM

3/12/2015 6:10 AM 3/10/2015 10:11 PM

Q21 If you were the owner of Weaver's, what would you do to increase sales and store traffic?

10 20

Blogs online. I would lower prices and have more styles that aren't too unique. Answered: 20

The magazines I read

12 # 13 1 14 2 15 3 16 4 17 5 18 6 19 7

Fashion experts Responses Women. use social media The big names such as Ralph Lauren etc. Answered: 20 Skipped: 29 appeal to a younger crowd Travis Diesing Better displays, ads and coupons in UDK, also the store front is ugly. Travis Diesing, Joel Embiid, Jeff Moore, 15 / 25 Hire someone that knows how to do that advertisements for the brands More attractive store front Current fashion trends Student affordable pricing I just look for current trends. Include clothes marketed to people in their 20s the homeless sales promotion with other stores

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits Answer Choices 2

Responses 66.67%

66046

18.52%

66047

11.11%

66049

3.70%

Total

Other (please specify)

Date

66224

3/11/2015 11:24 AM

3/11/2015 2:34 PM 3/10/2015 7:12 PM

Skipped: 29

66044

Q24 In which age category do you fall?

3/11/2015 2:32 PM Answered: 28

Q22 Who do you look at as fashion experts?

3/11/2015 11:48 AM Date 3/11/2015 11:20 AM 3/24/2015 7:47 PM 3/11/2015 9:05 AM 3/12/2015 3:36 PM 3/11/2015 1:47 AM 3/12/2015 12:56 PM 3/10/2015 10:20 PM 3/12/2015 12:38 PM 3/10/2015 10:11 PM 3/12/2015 9:58 AM 3/10/2015 8:29 PM 3/12/2015 9:50 AM 3/10/2015 7:49 PM 3/12/2015 9:49 AM

20 8

Macy's and a lot of mall stores. Create an instagram, add signs on mass

3/10/2015 7:12 PM 3/12/2015 6:10 AM

Better variety for all ages

3/11/2015 11:57 PM

Q23 In what Zip Code do you currently live?

Never heard of this

Lower prices. They are ridiculously high.

3/11/2015 2:34 PM 3/11/2015 2:32 PM

17-20

21-25

26-30

30-40

3/11/2015 2:57 PM

Answered: 27

40-50

Skipped: 22

I would have better brand clothing in their stores and have more sales

Different window displays 66044and more mass marketing and use of social media

3/11/2015 11:48 AM

I feel like weavers already has a good following.

3/11/2015 11:20 AM

Skipped: 21

50+

More advertising online and in social media.

3/11/2015 9:05 AM

Hire AB and Travis 66046

3/11/2015 1:47 AM

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

Add more variety to the clothing selection with price and style that fits the style and wallet of the consumer

3/10/2015 10:11 PM

Decrease prices on brands.

3/10/2015 8:29 PM

17-20

14.29%

suck off the customers 66047

3/10/2015 7:49 PM

21-25

67.86%

I would lower prices and have more styles that aren't too unique.

66049

3/10/2015 7:12 PM

Q22 Who do you look at as fashion experts? Answered: 20

10%

20%

30%

Skipped: 29

40%

50%

60%

70%

80%

90% 100%

26-30

10.71%

30-40

7.14%

40-50

0.00%

50+

0.00%

Total

15 / 25 16 / 25

17 / 25

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits

Q25 Are you male or female? Answered: 28

Married

10.71%

Widowed

0.00%

Divorced

0.00%

Separated

0.00%

Skipped: 21

Female

In a domestic partnership or civil union

3.57%

Single, but cohabiting with a significant other

28.57%

Single, never married

57.14%

Total

Male

10%

20%

30%

40%

50%

60%

70%

80%

Q27 What is the highest level of school you have completed or the highest degree you have received?

90% 100%

Answered: 28 Answer Choices

Skipped: 21

Responses

Female

50.00%

Male

50.00%

Less than high school degree

14 14

Total

High school degree or...

Q26 Which of the following best describes your current relationship status? Answered: 28

Some college but no degree

Skipped: 21

Associate degree

Married

Bachelor degree Widowed

Graduate degree

Divorced

Separated

In a domestic partnership ...

10%

20%

30%

40%

Answer Choices

60%

70%

80%

90% 100%

Responses 0.00%

0.00%

Some college but no degree

67.86%

Associate degree

10.71%

Bachelor degree

21.43%

Less than high school degree

Single, but cohabiting w...

50%

High school degree or equivalent (e.g., GED)

Single, never married 0%

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

18 / 25

19 / 25

Appendix

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits 0.00%

Graduate degree Total

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits 0 White

Q28 Which of the following categories best describes your employment status? Answered: 28

Black or African-Amer...

Skipped: 21

American Indian or...

Employed, working... Asian

Employed, working...

Native Hawaiian or...

Not employed, looking for...

From multiple races

Not employed, NOT looking ...

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

Retired Answer Choices

Disabled, not able to work

10%

20%

30%

40%

50%

60%

70%

Answer Choices

80%

90% 100%

Responses 14.29%

Employed, working full-time

4 13

Employed, working part-time

46.43%

Not employed, looking for work

21.43%

Not employed, NOT looking for work

17.86%

Retired

0.00%

Disabled, not able to work

0.00%

Total

Q29 Are you White, Black or AfricanAmerican, American Indian or Alaskan Native, Asian, Native Hawaiian or other Pacific islander, or some other race? Answered: 28

Skipped: 21

20 / 25

Responses 23

White

82.14%

Black or African-American

3.57%

American Indian or Alaskan Native

0.00%

Asian

3.57%

Native Hawaiian or other Pacific Islander

0.00%

From multiple races

10.71%

Total

Some other race (please specify)

Date

There are no responses.

Q30 How much total combined money did all members of your HOUSEHOLD earn in 2011? This includes money from jobs; net income from business, farm, or rent; pensions; dividends; interest; social security payments; and any other money income received by members of your HOUSEHOLD that are EIGHTEEN (18) years of age or older. Please report the total amount of money earned - do not subtract the amount you paid in taxes or any 21 / 25

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits

deductions listed on your tax return. Answered: 26

Skipped: 23

Less than $20,000

Spring 2015 Capstone Survey (BENGTSON) - Lawrence Shopping Habits Apple Smart Phone

$20,000 to $34,999

Android Smart Phone

$35,000 to $49,999 $50,000 to $74,999

Blu-ray Player (standalone ...

$75,000 to $99,999

Desktop Computer

$100,000 to $149,999

Laptop Computer

$150,000 or More

Tablet computer (e....

10%

20%

30%

40%

50%

60%

70%

80%

Digital Video Recorder (DVR)

90% 100%

Digital Camera Answer Choices

Responses

Less than $20,000

30.77%

$20,000 to $34,999

7.69%

$35,000 to $49,999

3.85%

$50,000 to $74,999

15.38%

$75,000 to $99,999

0.00%

$100,000 to $149,999

19.23%

$150,000 or More

23.08%

E-book Reader (e.g., Kindl... GPS Device (e.g., Garmi... High Definition T... MP3 Player (e.g., iPod...

Printer

Total

Satellite Radio Player...

Q31 Which of the following electronic devices do you use? (Please select all that apply.) Answered: 27

Streaming Media Device...

Skipped: 22

I donâ&#x20AC;&#x2122;t own any of these... 0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

Answer Choices

Responses

Apple Smart Phone

3.70%

Android Smart Phone

0.00%

22 / 25

Blu-ray Player (standalone or portable)

29.63%

Desktop Computer

22.22%

23 / 25

Appendix

Sources

Consumer Insights (2015). GfK Mediamark Research & Intelligence, LLC. Retrieved February 8, 2015, from http://www.gfkmri.com/ConsumerInsights/MediaHabits.aspx#Social_Media-Twitter_Civic_Minded MyBestSegments (2015). The Nielsen Company. Retrieved February 6, 2015, from http://www.claritas.com/MyBestSegments/Default.jsp How to Get Millennials to Love and Share Your Product (2013, Aug. 14). AdAge. Retrieved March 20, 2015 from http://adage.com/article/cmo-strategy/millennials-love-brand/243624/ Attention Brands: This Is How You Get Millennials to Like You (2014, Oct. 6). Hoffmann, Melissa. AdWeek. Retrieved March 20, 2015 from http://www.adweek.com/news/advertising-branding/attention-brands-how-you-get-millennials-you-160575 Advertising Red Books. (2015). Nordstrom, Inc [company profile]. Retrieved February 15, 2015, from http://www.redbooks.com/ Advertising Red Books. (2015). Macyâ&#x20AC;&#x2122;s, Inc [company profile]. Retrieved February 15, 2015, from http://www.redbooks.com/ Advertising Red Books. (2015). Dillards, Inc [company profile]. Retrieved February 15, 2015, from http://www.redbooks.com/ JC Penney. (2015). JC Penney Reports Fiscal 2014 Second Quarter Results. Retrieved from zhtml?c=70528&p=irol-newsArticle&ID=1958665&highlight

http://ir.jcpenney.com/phoenix.

What Brands Do Millennials Love? (2014, July 28). Retrieved March 9, 2015, from http://www.saydaily.com/2014/07/brands-millennialslove Advertising Red Books. (2015). Old Navy, Inc [company profile]. Retrieved February 15, 2015, from http://www.redbooks.com/ Advertising Sales Ratios. (2014). Schonfeld & Associates, Inc. Retrieved February 14, 2015, from https://saibooks.com/index. php?option=com_content&view=article&id=60&Itemid=61

Sources