Journeys BTS campaign

Mascot Ashlee Badua ADPR 3400 FALL 2012

TABLE OF CONTENTS

Executive Summary

About Genesco-Journeys

Consumers

Competitors

SWOT

Objective

Media Objectives & Strategies

Creative and Advertising Strategy

Media Plan

EXECUTIVE SUMMARY Genesco – Journeys Shoe store As for my individual brand to focus on, I decided to tackle on the challenge of creating a media plan for Journey’s Shoe store. I am currently the co-manager at the Pearlridge location in Aiea and I have been with the company for about three years.

Being with the company for three years, I have experienced a variety of promotions executed universally amongst the stores in the states; Alaska, and Hawaii along with Canada and Puerto Rico. From the beginning days that I have worked for the company, I had always wondered why Journeys did not advertise like other shoe stores such as Payless or Famous Footwear; through TV commercials and Radio Spots.

This project is the perfect opportunity to figure out why Journeys decides to not to use such Media Mediums. The biggest question is: Are all of the Media Mediums available out there suitable for the needs of the company? With that in mind, what are the needs for the company?

Both questions initiate the start of my research to find out what Strengths are already in existence for Journeys and also take a look at what the areas of opportunities are for Journeys. I must first look at the company’s weaknesses and threats and also see how this company compares to its competitors.

The Holiday and Back to School Seasons are the peak seasons for the company. Proper Advertising, Marketing and Promotion are vital during these times. One thing that I have noticed, that caused a dilemma with sales were the off dates for the Back to School Promotions. This had to deal with in-store advertisement, designated marketing for Back to School, coupons, as well as the proper amount of merchandise available were roughly a week too late. The promotions and marketing strategies were set for school dates in the states. Hawaii schools start a week before or even up to a few weeks before the mainland school start dates. Based off of the experiences, I realized it would be a perfect opportunity for the company to do separate planning, promotions and marketing strategies for Hawaii during the Back to School Season.

I have also noticed pop signage and promotions for a certain event held in the mainland are sent and expected to be promoted in irrelevant Hawaii Stores. I strongly believe money spent on making these advertisements and in-store promotions could be spent on other things that are relevant to the area of where certain promotions/events are held. These expenses could also be successfully used for other media opportunities.

My overall objective for this project is to generate a media plan for Journeys that will utilize the proper media mediums in areas in which the company lacks presence in the Hawaii (Oahu) Market and also take a look at areas that can be strengthened. The Media Plan will be relevant to the Back to School season in Hawaii. Ample research shall be present to support this idea of having a separate Media Plan for Hawaii set aside from Journeys various locations. This plan is set to increase sales by a 20% margin running in proposed Fiscal Year 2013 – 2014 of BTS Season.

About Genesco-Journeys Journeys is a leader in the teen specialty retail scene, with more than 800 stores in all 50 states, Puerto Rico and Canada. Journeys uses fashion savvy and merchandising science to keep in step with the fast-paced footwear and accessories market for 13- to 22-year-old guys and girls.

Journeys offers a wide variety of trendy, relevant brands that cater to teens that seek the hottest, new styles. The Journeys store is more than a retail environment; it's an extension of the teen lifestyle. From the plasma TVs playing exclusive content and the latest music videos, to our visual merchandising strategy and promotions, to our employees whose image and style reflect our customers’ lifestyle and attitude. In addition, Journeys reaches its customers through http://www.journeys.com, a mobile website, catalog, national advertising, strategic cross-promotions, social media and an annual music and action sports tour - the Journeys Backyard BBQ (www.journeysbbq.com). Journeys - An Attitude You Can Wear!

Consumers The suggested Target Market for Journeys are ages 13-22 year olds. This is the normal shopper found in the Journeys Store. During the Back to school (BTS) season in Hawaii we are more likely to see Elementary and Middle school and First Year High School Freshmen’s shopping with their parents. We also see those of the older crowds, Juniors and Seniors in High School as well as college students shop on their own. For this 2013 BTS Campaign the target audience will consist of ages 13-18 as well as a second target audience of parents. The market for military consumers is also very successful. The Military audience will also be heavily focused on.

Hawaii Market

Competitors Some of the competitors during the BTS season to consider are Payless Shoe store and Famous Footwear. Just as Journeys these companies deal with various brands and styles of shoes for multiple audiences and interests.

SWOT Analysis Strength

Opportunity

- Promotional Deals (coupons) - In-Store Signage (Visual Merchandising) - Mark Down List (Sale Items) week prior BTS peak week.

- Military Discount

- Sales Increase with Strategic Media Promotion - Mall Events - Local Market Promotion - Hawaii Should have its own Media Plan set for Hawaii Market specifically

Weakness

Threats

Objective For this BTS Promotional Campaign the creative concept for this will be called “Be the Mascot.�

Be the Mascot provides a positive outlook for the target audiences to be role models for their schools. The strategy behind this campaign will be to target students to be more involved with the community by setting a positive example to others of course doing it in style with products from Journeys. The creative strategies and tactics as far as Promotions, contests, and advertisements will encourage the audience to buy the products by being able to interact and get involved with Journeys and their communities. These strategies are set to increase BTS sales by a 20% margin from June 17, 2012 - September 1, 2012 sales for BTS season 2013 from June 9th – August 31st.

The Campaign will be broken down into three phases. Phase one will focus on driving the customers to shop Journeys by creating awareness and latching on new possible prospect consumers. Phase two will focus on promotional executions to ensure the planned increase in sales. Phase three will utilize the older audiences; college students in particular, to continually increase sales for the rest of the campaign.

This campaign is set to use Print Media, Public Relations and Other Media, Mall Marketing, New Media, and Direct Mail.

Media Objectives & Strategies Phase 1 Objective: Driving Customers June 9th – July 6th the overall goal is to generate pre-awareness of the upcoming Back to School (BTS) Promotions, events, and deals. Journey’s employees and target audiences will be prepared with sufficient information to support the planned increase of sales versus last year’s (LY) BTS. A lively atmosphere of shopping for Back to School needs at a Journeys Location will be present along with delivered messages sent through different media platforms and employee time.

Strategies:

o o

o o

6/9 - 6/15: Email Capture // BTS Event Press Release // Social Media // SMS 6/16 – 6/22: Continue Email Capture // BTS Event Email // BTS Event Print Media // Social Media 6/23 – 6/29: Continue Email Captures // BTS Event Print Media // Social Media // SMS 6/30 – 7/6: Continue Email Captures // Send out Direct Mail of BTS Catalogs with BTS Coupons // New Arrivals Email // BTS Event Print Media // Mall Marketing // Social Media // In-store Signage

Phase 2 Objective: Increase on LY BTS Sales July7th – August 3rd the overall goal is to enact in executions that will ensure an increase in BTS sales VS last years (LY) BTS sales through in store signage, contests, BTS Event, Social Media, and Direct Mail.

Strategies:

o o

o o

7/7 - 7/13: Continue Email Captures // BTS Employee Meeting // Start Contest // BTS Event Print Media // Mall Marketing // Social Media // BTS Coupons // SMS 7/14 – 7/20: BTS Event Reminder Email // BTS Event // Mall Marketing // Social Media // Continue Contest // End BTS Coupons 7/21 – 7/27: Continue Email Captures // Mall Marketing // Social Media // Continue Contest // SMS 7/28 – 8/3: BTS Event Recap Email & Markdown (Sales) Email // End Contest // Social Media // Continue Email Captures

Phase 3 Objective: Post BTS Continual Increase August 4th – August 31st the overall goal is to continue use the variety of media mediums to continue the increase of sales rolling into the local college start dates.

Strategies:

o o

o o

8/4 - 7/10: Continue Email Captures // Mall Marketing // Social Media // SMS 8/11 – 8/17: New Arrivals-College Focus Email // Mall Marketing // Social Media 8/18 – 8/24: Continue Email Captures // Mall Marketing // Social Media // SMS 8/25 – 8/31: Markdown (Sales) Email // Social Media // Continue Email Captures

Creative and Advertising Strategy BTS Event Print Media: Hawaii Army Weekly, Hawaii Marine, Hookele, Midweek, Star Advertiser.

These print mediums will be used to target our intended consumers for this BTS season. These mediums will include a Print Ad of and also feature stories that cover the Journeys Back to School “Be the Mascot” event.

-Hawaii Army Weekly/Hawaii Marine/Hookele will have 2 print ads ran in the Friday papers.

One in the first week of July to have the audiences become aware of the event. In the second week a feature story that will talk about what the event is about will be published in that Friday paper and in the third week one last print ad will be published in these papers to remind the audiences of the event to happen the following day. $9 PCI (5x8)=360*9= $3240 -Midweek will have one published ad that will inform audiences of the upcoming BTS event published on Wednesday of July week one. In July week three there will be a feature story that will talk about what the event is about will be published in that Wednesday issue. $75 PCI (5x8)=3000*1= $3000 -Star Advertiser shows to have much more circulation thus will contain more ad placements of the event. The first feature story to expose the audience to the event will be in week 4 of June followed by an ad that will run in 2 of their issues for Sunday, Friday. This will occur once again in the beginning of July, then lastly on the week of the event. $60 PCI (5x8)= 2400*3= $7200

Direct Mail: -Journey’s Catalogs are over 10 million in circulation. With this available to the masses, distributing these catalogs in the beginning of July (the month when students go back to school) will quickly gain interests of current and prospective consumers for this BTS season.

-Coupons will be attached to the back of the catalogs to give the audience an incentive to shop with Journeys for Back to School needs. The coupons will be distributed at the same time with the catalogs and will be valid from June 30th – July 16th. Back to school dates for Hawaii will be around the ending of July; 24th-26th and ending the coupons validation a week before school starts allows for more incentive for customers to come and shop before the busy week that everyone tends to shop during. Also by doing that, it will allow for higher price purchases without additional discounts added this in turn supports the objective of increasing sales.

New Media: -Emails will be sent to new email subscribers who register an email address either at a retail location or online. The Welcome email will give the new subscriber a $5 off $25 coupon. This is set to drive more customers to shop at Journeys. Emails will also include notifications of deals, promos, upcoming events and more.

-Social Media will be utilized to keep current consumers updated on sales, new arrivals, hot items, and event updates. Sites that will be used and will require daily activity include Facebook, Twitter, and Instagram. (Hawaii will have it’s own accounts as labeled) for example Journeys Hawaii for Facebook, @JourneysHI for twitter, and @JourneysHI for Instagram.

-SMS is an option that consumers will have when asked to register their email or to subscribe to a catalog online. Messages will include offers from Journeys, first notifications of deals, also friendly reminders of upcoming events. At least one SMS will be sent every week.

Public Relations & Other Media -BTS Event will be an event held in the Saturday before school starts. This will be a fun packed day of outdoor activities resembling the Backyard BBQ events in the Mainland held by Journeys.

Live music will be present as well as guest celebrity athletes, cool vendors, and skating/biking tournaments. A positive day for the family and a way to get the community involved in the “Be the Mascot” campaign.

-BTS Contest will be held in the lines of the campaign “Be the Mascot” Participants are required to take a photo where they are being captured doing something inspirational in of course Journeys Merchandise. Pictures are to be posted on Instagram using the hashtag #BetheMascot and tagging @journeysHI along with a caption describing their good deeds.

Winners will receive a free pair of shoes and dubbed the mascot of their school. Because they are doing something inspirational within their communities the winner’s school will receive a cool prize from Journeys. Winner will be determined by the creativity of the photo as well as the impact of their good deed captured.

-Email Captures at the Point of Sale to increase the amount of customer data demographic/profile. Also a way to go green and help the environment. Emails will be used to send promotion updates, sales, catalogs and also relevant coupons.

-Employee Meeting will be held before the busy weeks of BTS. This will allow for smooth operations at the stores and clear understandings of the current promotions, deals, and event information.

-In-Store Signage will be present in each store location to create the “Be the Mascot” BTS atmosphere. Signage will reflect current promotional deals.

-Press Release for BTS Event will be sent to relative media contact emails for coverage of the event. Also sent to participating schools.

Mall Marketing: There are three Journey’s locations here on Oahu; Windward Mall, Pearlridge Mall, and Ala Moana Shopping Center. Each mall offers different advertising opportunities; those that will be used are as follows:

WINDWARD MALL -BTS Fashion show that will be held the week of BTS. Windward Mall gives various merchandisers the opportunity to give ideas and showcase their BTS trends, new styles, and deals to those present at the mall.

-Social Media with Windward Mall is taken care of by their Marketing Staff, all that is need from Journeys is a monthly update of what to feature on the mall website and mobile app. (include deals, promotions, events).

-Window Display is offered for free by Mall Management to create a visual display of merchandise in the open window spaces around the mall. We would choose the open window space right in the area of the Movie theatre where our target consumers stand in line to buy tickets allowing them to see and window shop through that visual display.

PEARLRIDGE MALL -Pearlridge Magazine runs a total of 50,000 issues. Journey’s ads will run in the magazines two month issue period from July – August. Journeys will use a full page 5.625”x8.5” for $3100. This will be a Back to School ad with the current “Be the Mascot” theme with continual promotional sales information.

-Elevator Door Advertisement will showcase Journeys BTS ad to capture audience’s attention when walking through the mall trying to find the next store to shop at. 42" x 84" for $2000mo. *2= $4000 -Social Media with Windward Mall is taken care of by their Marketing Staff, all that is need from Journeys is a monthly update of what to feature on the mall website and mobile app. (include deals, promotions, events).

ALA MOANA -Ala Moana Magazine will run Journey’s for two month issues from July – August. Journeys will use a full page 5.625”x8.5” for $4200. This will be a Back to School ad with the current “Be the Mascot” theme with continual promotional sales information.

-Mall Directory Advertising will be a Back to School ad with the current “Be the Mascot” theme with continual promotional sales information while showcasing popular product. $3100mo*2= $6200 -Social Media with Windward Mall is taken care of by their Marketing Staff, all that is need from Journeys is a monthly update of what to feature on the mall website and mobile app. (include deals, promotions, events).

*MEDIA PLAN FLOW CHART AND BUDGET ATTACHED*

Media

June WEEK 2 SAT 1

PRINT Hawaii Army Weekly Hawaii Marine Hookele MidWeek Star-Advertiser Total: $ 13440 DIRECT MAIL Journeys Catalogs Coupons Total: $ employee time NEW MEDIA Emails Social Media SMS Total: $ employee time PUBLIC RELATIONS/OTHER MEDIA BTS Event BTS Contest Email Captures Employee Meeting In-Store Signage Press Release Total: $ employee time MALL MARKETING Windward Mall BTS Fashion Show Social Media Window Display Pearlridge Mall Pearlridge Magazine Elevator Door Advertisement Social Media Ala Moana Shopping Center Ala Moana Magazine Mall Directory Advertisements Social Media Total: $ 17500

GRAND TOTAL $30,940 BUDGET $32,320.12 LY Sales $26,9334.36 at 20% increase 2013 Sale Plan: $ 323,201.23 $32,320 (budget) $30,940 ($ amount used) LEFT OF BUDGET: $ 1,380

SUN 2

MON 3

TUE 4

WED 5

THU 6

July

WEEK 3 FRI 7

SAT 8

SUN 9

MON 10

TUE 11

WED 12

THU 13

WEEK 4 FRI 14

SAT 15

SUN 16

MON 17

TUE 18

WED 19

THU 20

WEEK 5 FRI 21

SAT 22

SUN 23

MON 24

TUE 25

WED 26

THU 27

WEEK 1 FRI 28

SAT 29

SUN 30

MON 1

TUE 2

WED 3

THU 4

WEEK 2 FRI 5

SAT 6

SUN 7

MON 8

TUE 9

WED 10

THU 11

WEEK 3 FRI 12

SAT 13

SUN 14

MON 15

TUE 16

WED 17

THU 18

WEEK 4 FRI 19

SAT 20

SUN 21

MON 22

TUE 23

WED 24

THU 25

WEEK 1 FRI 26

SAT 27

SUN 28

MON 29

TUE 30

WED 31

THU 1

August WEEK 3

WEEK 2 FRI 2

SAT 3

SUN 4

MON 5

TUE 6

WED 7

THU 8

FRI 9

SAT 10

SUN 11

MON 12

TUE 13

WED 14

THU 15

WEEK 4 FRI 16

SAT 17

SUN 18

MON 19

TUE 20

WED 21

THU 22

WEEK 5 FRI 23

SAT 24

SUN 25

MON 26

TUE 27

WED 28

THU 29

FRI 30

SAT 31