Joynes GD3
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Transcript of Joynes GD3
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This plans book was prepared with assis-tance from the Labovitz School of Business and Economics, the School of Fine Arts, and the UMD Center for Economic Development.
We would like to state our gratitude for the following people who guided us through this process.
Thank You
Our professors, John Kratz and Janice Kmetz, for leading us through this learning experience
Jim and Leanne Joynes for allowing us to gain real world experience through creating an Integrated Marketing Communications Plan for their business
Jim Vileta for assisting with research and providing us with helpful resources
Pat Campanaro, our CED business consultant, for sharing her knowledge, insights, and experiences with us
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2Mar
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Marketing Team Katelyn Wendt, Alexandria Perella, Laura Ichimura
Design Team Mary Ahlberg, Jesse Reemtsma, Megan Ahlberg
Presentation Date May 6th, 2015 at 4:00 p.m.
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3We believe that forming a successful break-through pro-motion begins with creative ideas, resourceful individuals, and cutting edge techniques. With these elements present we will shape a consistent and successful promotional campaign that is sure to deliver.
Philosophy Statement
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5 Thank You
Team Photo
Philosophy Statement
Table of Contents
Executive Summary
Business and Communication Objectives
Internal Factors
External Factors
Competitive Analysis
Current Brand Character and Tone
Ideal Brand Character and Tone
Positioning and Market Segmentation
Primary Target Market
Secondary Target Market
Key Message
Communication Strategies
Branding Options
Email Marketing
Billboard Advertisement
Instagram
Facebook & Twitter
75th Anniversary Press Release
Newsletter
Budget Estimates
Timeline
Final Recommendations
Bibliography
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Executive Summary
An Integrated Marketing Communications Plan is a clear map of all the traditional and nontraditional marketing and media channels of an organization. When each approach is used in a seamless style that reinforces the organizations key message, an unbeatable customer experience is created.
Our clients asked for us to increase their profits, give them structure, and be creative. After much research, we have discovered Joynes target audience. We also designed a new brand image and developed a strong promotional mix. Our Integrated Marketing Communications Plan is a critical tool for Joynes future success including better brand awareness and ultimately more sales.
Integrated Marketing Communications Plan
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Increase customer traffic by targeting new customers as well as increase current customer transactions. Also, make the website the base of their internet presence.
Business and Communication Objectives
Business Objectives Communication Objectives
Increase awareness of the store and provide information by utilizing a strong social media presence with a consistent logo and brand image.
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Joynes was established in 1941 and is a trusted family business
Joynes has a wide variety of products at a wide range of prices
Internal Factors
Internal Strengths of Joynes
Internal Weaknesses of Joynes
Closed on Sundays Outdated and old fashioned feel Store has overwhelming cluttered feel compared to competition
No consistency in advertisements, logo, or tagline Do not specialize in anything particular Lacks the northern experience customers seek
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Joynes has a great location in the heart of Grand Marais and is just feet away from Lake Superior Joynes gets a lot of business during the summer tourist season
External Factors
External Strengths of Joynes
External Weaknesses of Joynes
Lack of tourists and overall business during the winter months Joynes depends on tourists Environmental factors can affect business
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Located .20 miles from Joynes Opened in 2010 On the East Bay in Grand Marais They target their audience using their website, Facebook, and Instagram
Competitive Analysis
Direct Competitors
Lake Superior Trading Post Stone Harbor Wilderness and Supply
Indirect Competitors
Gunflint Mercantile Arrowhead Pharmacy
Key benefits, positioning, and messages
Lake Superior Trading Post
Located .05 miles from Joynes Opened in 1971 A Grand Marais Shopping Experience They target their audience using their web-site, Facebook, Twitter, and newsletters
Stone Harbor Wilderness and Supply
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Enter a customer, leave a family member.Facebook
Current Brand Character and Tone
This is what people have to say about Joynes Department Store and Ben Franklin
You need it: they have it!!! Open year round!TripAdvisor
Tradition. TripAdvisor
This place is a must see. If they dont have it no one else does.Yelp
Unique Store, Fun to ExploreTripAdvisor
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Joynes is a family owned and operated store that was established in 1941. Joynes is centrally located in Downtown Grand Marais just feet from Lake Superior and the iconic lighthouse. We would like Joynes to be viewed as a northern destination and landmark. Joynes customers are buying a traditional northern shopping experience. Since Joynes has an established history in Grand Marais, being viewed as a must shop destination is fitting.
Ideal Brand Character and Tone
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Our ideal goal is to position Joynes as a destination and landmark in Grand Marais. A place that when people hear
Grand Marais they automatically think of Joynes. Ideally Joynes will be viewed as a store people cannot pass up if they are in or near Grand Marais. Based on our ideal posi-tion, we have decided to implement the tagline Explore Our Store.
Positioning and Market Segmentation
Current Position
Joynes positions themselves as a store that has everything and anything one may or may not need. Joynes is filled with items ranging from flannels and blankets to childrens toys and health and beauty items. Their current tagline is
No Ordinary 5 & Dime.
Ideal Position
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Peter Nelson is 44 years old and was raised in Duluth, Minnesota. After going to college and meeting his wife in the Twin Cities, Peter settled in North Branch, Minnesota. Peter and his wife of 17 years have two kids ages 12 and 15. Peter makes $60,000 per year working for a small accounting firm. Peter enjoys hiking, golfing, and watching sports. Every fall Peter, his wife, and their dog take a weekend trip to the North Shore stopping in Duluth, Two Harbors, and Grand Marais. During their annual vacation, Peter and his wife stop at local restau-rants, visit state parks, sightsee, and shop. Every trip Peter buys a new pair of slippers as well as souvenirs for his kids.
Primary Target Market
Tourists traveling from the Midwest and within Minnesota
Age: 45 to 54 years old Yearly Income: $61,800 Birth Era: Generation X Jim described Midwest travelers being, outdoor wannabes
Persona
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Age 55 64 years oldYearly Income $42,175 $49,198Birth Era Baby Boomers
Secondary Target Market
Barb and Donald Anderson have retired and bought a home north of Grand Marais this past year. Barb and Donald are ages 60 and 63 respectively. They both view traveling as a necessity and are always looking to have fun. Once a week Barb and Donald take their red 1965 Mustang to Downtown Grand Marais to eat brunch and take a stroll along Wisconsin Street. Barb often pur-chases decor for their new home as well as other common household necessities. Donald browses for books and magazines to occupy him during his free time. While shopping, both Barb and Donald look to get the most value for their money.
Those living in and around Grand Marais
The following are statistics from a 20 miles radius around Joynes
Persona
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Joynes is for the north shore explorer and community locals who value family tradition and a special shopping experi-ence. Joynes provides a small-town experience with a wide range of quality products.
Key Message
We want our target audience to view Joynes as a north shore destination. Whether its a customers first time in Grand Marais or theyre a community local, we want each customer to leave Joynes with a positive one of a kind experience.
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This tagline highlights Joynes longevity, uniqueness, and does not expire
Communication StrategiesTagline Options
Explore Our Store
This tagline embraces the common exploring and adventure interests of customers
We Are Grand Marais
This tagline attracts people to Grand Marais and Joynes by making it a destination
75 Years of Extraordinary
This tagline highlights Joynes longevity and is a spin off of their current tagline Not Your Ordinary 5 & Dime
This tagline could also be used for a 75th anniversary celebration or promotion
Extraordinary Since 1941
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Franklin Gothic (Condensed)
ABCDEFGHIJKLMONPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
1234567890
Adobe Calson ProABCDEFGHIJKLMONPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
1234567890
Branding Options
Font Options
Option 1Mary Ahlberg
Color Palette
15 100 90 10
CMYK
2 98 87
RGBPMS
0 0 0 100 35 31 32
186 C
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Branding Options
Option 2Megan Ahlberg
Fonts Options
Franklin Gothic (Condensed)abcdefghijklmnopqrlstuvwxyz
Caslon 540 (Roman)
ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123456789
Color Palette
CMYK RGB
15 100 90 10 160 0 16
PMS
0 0 0 100 35 31 32
186 C
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Franklin Gothic
Color Palette
ABCDEFGHIJKLMONPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
1234567890
Branding Options
Font Options
Option 3Jesse Reemtsma
0 100 96 0
CMYK
237 28 40
RGBPMS
0 0 0 100 35 31 32
185 C
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Measurement
We recommend collecting emails at checkout in store and eventually online Join Our Email List is crucial for Joynes website Social media sites and contests can also be used to collect emails
Email Opportunities Welcome to email list Quarterly newsletter 75th anniversary celebration Other promotions or product highlights
Email MarketingTiming
It is best to send emails on Tuesday, Wednesday, or Thursday On Mondays people are often flooded with emails from the weekend Weekends tend to have low open rates Emails sent between 12:00 pm and 8:00 pm have the highest open rates According to MailChimp 2:00 pm is the optimal send time We suggest sending emails bi-weekly to maintain a constant presence in your customers inbox
Constant Contact is a great resource for email marketing. They allow businesses to track opens, clicks, and forwards. Constant Contact is also a great email template and list growing resource.
Email List Growth
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Billboard Advertisement
Suggested Billboard CompanyLAMAR
The cost for a billboard between Hinckley and Duluth ranges from $695 to $2500 for four weeks. Yearly contracts are available. Seasonal contracts can be bought for an addi-tional 20% cost.
Cost
Benefits
Targets a large and diverse market Increased frequency of consumer exposure to brand Billboards have a strong visual effect boosting compa-nies reputations and product images
Explore Our
Store!
Grand Marais,MNjoynesbenfranklin.com
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Instagram is great way to visually send your message and engage customers. Instagram users are 58 times more likely to like, comment, or share a brands post than Facebook users and 120 times more likely than Twitter users. Using hashtags as well as sharing your Instagram posts on other social media sites is important. Instagram is a great way to get in touch with your future target market since majority of users are young adults. With the increasing availability of internet in Cook County, Joynes has the potential of becoming a social media trendsetter for the area. Included is a representation of what a poten-tial Instagram page for Joynes could look like and useful Instagram statistics.
Instagram
18-29
37%
18%
6%
30-49
(age of users)
50-64
57% of Instagram Users Access the Site DAILY
17% of All Online Adults Use Instagram
35% of Instagram Users Access the Site Multiple Times A Day
instagram users are split almostequally with 50% of users on each Android and iOS devices.
The Average User Spends 257 MINUTES A MONTH on the site
68% of Instagram Users are FEMALE
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Twitter users are more likely to buy from brands they follow by 64% You can use Twitter to understand trends in your local area and connect with others Hashtags are a great way to connect with others
Twitter
Our Suggestions
Make a clear and simple twitter name Your profile picture should be 73 X 73 pixels Keep messages short as tweets are limited to 140 characters Aim for quality posts not quantity Show your appreciation for customers with retweets and favorites
Reasons to use Twitter
Continue to post local news on Grand Marais but try also adding some of Joynes products to keep customers engaged in your store. Look into which posts resonate best with your customers by using Facebooks analytical tools.
Facebook
Keeping your Facebook paged updated will help keep your customers engaged in your business. It is important to con-tinue to post new and interesting content. Facebook has many advantages like being able to interact directly with customers and you are also able to find potential customers and fulfill their needs. Facebook also gives you the ability to measure the success of certain posts and its an affordable way to promote your store.
Our Recommendations
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Joynes is celebrating their 75th anniversary on December 7th, 2016. Falling on a Friday, Joynes has endless opportunities when it comes to celebrating this milestone. Many businesses host celebration events, customer appre-ciation specials, and most importantly take advantage of their opportunity to promote their business.
Our Suggestions
Engage social media followers and share Joynes story Host an event or in-store special Reach out to local media outlets to tell Joynes story
We have contacted Northlands News Center and theyd love to run your story Use the tagline 75 Years of Extraordinary
75th Anniversary Press Release
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Newsletter
We recommend sending out a seasonal or quarterly news-letter. The Experience can be distributed via email, website, and mail. The newsletter can also be placed in the store as a flyer. Purposes of the newsletter include the ability to tell Joynes story, feature products, and promote local events to draw people to Grand Marais. Overall, a newsletter will enhance the customers shopping experi-ence and create a lasting relationship.
Measurement A good way to measure if the newsletter is effective is to include a coupon or a mention you saw this newsletter and get 5% off your next purchase type of ad in the news-letter. Coupon redemptions are a measurable variable and can be helpful when setting future goals.
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Newsletter: $2,475 per 5,000
Budget Estimates
Joynes marketing budget is 5% on annual sales. We were given the budget of $110,000. Below are the budget costs and a breakdown of monthly and quar-terly costs as well as pie charts representing a low and high- end budget.
Email marketing: $45 Social Media: $0 Billboard (Every 4 weeks): $965-$2500
Monthly costs
Quarterly cost
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Timeline
Joynes should create a content calendar with a daily or evenly hourly breakdown of promotional activities and posts. Including the specific content on the calendar will help make this process easier. Included is a monthly pro-motional mix timeline.
January Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard
February Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard
March Bi-Weekly email marketing Update social media sites 3 to 4 times a week Quarterly newsletter Billboard
April Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard
May Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard
June Bi-Weekly email marketing Update social media sites 3 to 4 times a week Quarterly newsletter Billboard
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July Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard
August Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard
September Bi-Weekly email marketing Update social media sites 3 to 4 times a week Quarterly newsletter Billboard
October Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard
November Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard
December
Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard Quarterly newsletter
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Given the amount of budget remaining, we recommend hiring a LSBE marketing intern to help implement your Integrated Marketing Communications Plan.
Final Recommendations
Make sure all your promotional items (posters, news-letter, emails etc.) contain all social media names and handles.
Continue revamping your store to attract a younger crowd since they are your future target market.
There are more than 100 million daily active mobile users.
Last year mobile media consumption surpassed online for the first time.
Continue working with your technology consultant on improving your website. Make sure your new web-site tells your story, provides useful information, and is adaptable for mobile devices.
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"Newsletter Cost | Pricing Information For Sending Newsletters." MailingJETcom. N.p., n.d. Web. 22 Apr. 2015.
Bibliography
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Research Details : Explore Minnesota Tourism. Research Details : Explore Minnesota Tourism. N.p., n.d. Web. 22 Apr. 2015.
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