FTM 387- Final Report-2.pdf

FTM 387- Final Report-2.pdf - FTM​ ​387 FINAL​...

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Unformatted text preview: FTM​ ​387 FINAL​ ​REPORT: INTEGRATED​ ​MARKETING​ ​CAMPAIGN Nordstrom​ ​Anniversary:​ ​Men Group​ ​7:​ ​Elizabeth​ ​Lemmons,​ ​Chelsea​ ​Osterhoudt,​ ​Colin​ ​Simes,​ ​Alexis​ ​Roston,​ ​Jennifer​ ​Roth,​ ​and​ ​Emily​ ​West TABLE​ ​OF​ ​CONTENTS Agency​ ​Profile​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​4 Element​ ​Details​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​5 Agency​ ​Roles​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​7 Situational​ ​Analysis​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.11 Background​ ​Research​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​..​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.11 Market​ ​Trends​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​12 SWOT.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​..​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​.​ ​.​ ​14 Solution.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​.​ ​.​ ​.​ ​.​ ​.​ .​ ​ ​.​ ​.19 Consumer​ ​Profiles​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​20 Demographics/Psychographics​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.21 Purchase​ ​Drivers​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​22 Buying​ ​Patterns​ ​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​..​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​25 Advertising​ ​and​ ​Media​ ​Patterns​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.27 2 Perceptions​ ​of​ ​Nordstrom​ ​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​..​ ​.​ ​.​ ​.​ ​.​ ​..​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​28 Message​ ​Strategy​ ​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​..​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​..​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.30 Marketing​ ​Campaign​ ​Proposal​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​..​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​.​ ​.​ ​.​ ​.31 Creative​ ​Executions​ ​and​ ​Timeline.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​.33 Works​ ​Cited​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​.​ ​. ​.​ ​ ​.​ ​.​ ​.​ ​.42 3 AGENCY​ ​PROFILE BOX​ ​&​ ​BOW Mission​ ​Statement “At​ ​Box​ ​&​ ​Bow​ ​we​ ​believe​ ​that​ ​marketing​ ​makes​ ​a​ ​difference​ ​and​ ​we​ ​are​ ​dedicated​ ​to delivering​ ​quality​ ​copy​ ​as​ ​our​ ​gift​ ​to​ ​you.” Box​ ​&​ ​Bow​ ​is​ ​a​ ​marketing​ ​agency​ ​that​ ​is​ ​committed​ ​to​ ​providing​ ​a​ ​clear,​ ​creative, and​ ​cohesive​ ​marketing​ ​plan​ ​for​ ​our​ ​clients.​ ​As​ ​we​ ​are​ ​a​ ​young​ ​company,​ ​we​ ​are both​ ​eager​ ​and​ ​ambitious;​ ​this​ ​makes​ ​us​ ​a​ ​great​ ​team​ ​to​ ​tackle​ ​your​ ​marketing challenges.​ ​We​ ​approach​ ​marketing​ ​challenges​ ​with​ ​a​ ​fresh​ ​perspective​ ​and​ ​an energy​ ​that​ ​other​ ​agencies​ ​cannot​ ​compete​ ​with.​ ​Some​ ​agencies​ ​promise​ ​you experience--Bow​ ​&​ ​Bow​ ​guarantees​ ​that​ ​your​ ​brand​ ​will​ ​gain​ ​new​ ​insight​ ​and​ ​our marketing​ ​strategy​ ​will​ ​merit​ ​results.​ ​We​ k​ now​​ ​your​ ​consumer​ ​because​ ​we​ a ​ re your​ ​consumer.​ ​Our​ ​team​ ​is​ ​comprised​ ​of​ ​individuals​ ​who​ ​have​ ​years​ ​of experience​ ​in​ ​their​ ​respective​ ​fields​ ​and​ ​have​ ​graduated​ ​from​ ​the​ ​number​ ​one textile​ ​school​ ​in​ ​the​ ​United​ ​States,​ ​North​ ​Carolina​ ​State​ ​University.​ ​At​ ​Box​ ​&​ ​Bow, what​ ​we​ ​think​ ​&​ ​do​ ​is​ ​“our​ ​gift​ ​to​ ​you.” Tag​ ​Line “Our​ ​Gift​ ​To​ ​You” 4 Our​ ​Approach We​ ​at​ ​Box​ ​&​ ​Bow​ ​take​ ​an​ ​holistic​ ​approach​ ​to​ ​problem​ ​solving.​ ​ ​We​ ​spend​ ​time getting​ ​to​ ​know​ ​the​ ​DNA​ ​of​ ​our​ ​client’s​ ​brand​ ​so​ ​that​ ​we​ ​can​ ​develop​ ​a​ ​strategic campaign​ ​perfectly​ ​tailored​ ​to​ ​accommodate​ ​our​ ​client’s​ ​needs.​ ​We​ ​help establish​ ​new​ ​brand​ ​identities​ ​and​ ​solidify​ ​existing​ ​ones.​ ​ ​Box​ ​&​ ​Bow​ ​hones​ ​in​ ​on our​ ​clients’​ ​target​ ​markets​ ​and​ ​fosters​ ​customer​ ​loyalty​ ​using​ ​tactical​ ​marketing plans. Test​ ​marketing​ ​and​ ​data​ ​analysis​ ​allow​ ​us​ ​to​ ​find​ ​the​ ​perfect​ ​mix​ ​of​ ​integrated marketing​ ​techniques--techniques​ ​your​ ​brand​ ​will​ ​need​ ​to​ ​carve​ ​out​ ​the​ ​best placement​ ​in​ ​your​ ​ideal​ ​market.​ ​ ​We​ ​know​ ​more​ ​than​ ​one​ ​way​ ​to​ ​tie​ ​a​ ​bow;​ ​this allows​ ​us​ ​to​ ​deliver​ ​a​ ​range​ ​of​ ​solutions​ ​for​ ​any​ ​marketing​ ​communication problem​ ​so​ ​that​ ​you,​ ​as​ ​the​ ​client,​ ​can​ ​select​ ​the​ ​plan​ ​that​ ​works​ ​for​ ​your​ ​brand. Our​ ​in​ ​house​ ​creative​ ​development​ ​team​ ​is​ ​equipped​ ​to​ ​breath​ ​new​ ​life​ ​into current​ ​logos​ ​and​ ​website​ ​designs.​ ​ ​We​ ​also​ ​design​ ​unique​ packaging​ ​to​ ​round out​ ​your​ ​campaign;​ ​this​ ​added​ ​service​ ​introduces​ ​a​ ​cohesive​ ​marketing​ ​initiative to​ ​your​ ​customers.​ ​ ​ ​Here​ ​at​ ​Box​ ​&​ ​Bow,​ ​we​ ​use​ ​multilevel​ ​storytelling​ ​to​ ​put​ ​your brand’s​ ​message​ ​directly​ ​in​ ​front​ ​of​ ​the​ ​consumer.​ ​ ​This,​ ​in​ ​turn,​ ​allows​ ​this​ ​new generation​ ​of​ ​consumers​ ​to​ ​share​ ​your​ ​content​ ​for​ ​you. Element​ ​Details Logo 5 The​ ​logo​ ​for​ ​Box​ ​&​ ​Bow​ ​is​ ​the​ ​agency’s​ ​name​ ​formed​ ​into​ ​the​ ​shape​ ​of​ ​a​ ​bow​ ​tie. We​ ​chose​ ​this​ ​because​ ​it​ ​is​ ​a​ ​fun​ ​representation​ ​of​ ​our​ ​agency​ ​and​ ​shows​ ​that​ ​we are​ ​young​ ​and​ ​creative​ ​with​ ​a​ ​classic​ ​edge.​ ​ ​We​ ​like​ ​to​ ​use​ ​tried-and-true​ ​design elements​ ​while​ ​adding​ ​a​ ​youthful​ ​twist​ ​to​ ​give​ ​them​ ​our​ ​own​ ​special​ ​flair.​ ​At​ ​first glance​ ​you​ ​may​ ​not​ ​realize​ ​that​ ​the​ ​logo​ ​contains​ ​our​ ​agency’s​ ​name​ ​,​ ​but​ ​once you​ ​see​ ​it​ ​you​ ​will​ ​never​ ​forget​ ​it.​ ​ ​This​ ​is​ ​representative​ ​of​ ​how​ ​we​ ​aim​ ​to advertise. Brand​ ​Colors Burgundy​ ​is​ ​the​ ​color​ ​we​ ​chose​ ​to​ ​represent​ ​Box​ ​&​ ​Bow​ ​because​ ​its​ ​rich​ ​color​ ​is associated​ ​with​ ​sophistication,​ ​seriousness,​ ​ambition,​ ​action,​ ​and​ ​power.​ ​Those are​ ​all​ ​feelings​ ​that​ ​we​ ​want​ ​to​ ​give​ ​our​ ​clients​ ​when​ ​they​ ​hire​ ​us. Font​ ​Styles We​ ​chose​ ​Open​ ​Sans​ ​as​ ​our​ ​agency’s​ ​main​ ​font​ ​style​ ​as​ ​it​ ​is​ ​open,​ ​easy​ ​to​ ​read, and​ ​gives​ ​the​ ​appearance​ ​of​ ​trustworthiness.​ ​ ​Economica​ ​is​ ​used​ ​for​ ​our​ ​titles and​ ​to​ ​place​ ​emphasis​ ​on​ ​some​ ​phrases​ ​because​ ​it​ ​evokes​ ​feelings​ ​of steadfastness​ ​and​ ​strength.​ ​ ​We​ ​want​ ​our​ ​clients​ ​to​ ​know​ ​that​ ​they​ ​can​ ​rely​ ​Box &​ ​Bow. Visual​ ​Elements The​ ​visual​ ​elements​ ​work​ ​together​ ​to​ ​emphasize​ ​that​ ​this​ ​is​ ​something​ ​to​ ​be excited​ ​about;​ ​a​ ​special,​ ​one-of-a-kind​ ​gift​ ​uniquely​ ​crafted​ ​for​ ​our​ ​client.​ ​The imagery​ ​also​ ​suggests​ ​that​ ​our​ ​company​ ​has​ ​taken​ ​the​ ​hassle​ ​out​ ​of​ ​marketing. We​ ​take​ ​care​ ​of​ ​the​ h ​ ard​ ​stuff​​ ​and​ ​deliver​ ​everything​ ​you​ ​need-​-​neatly​ ​wrapped in​ ​a​ ​bow. 6 Agency​ ​Roles Chelsea​ ​Osterhoudt​ ​-​ ​Media​ ​Research,​ ​Planning,​ ​and​ ​Buying Chelsea​ ​Osterhoudt​ ​is​ ​a​ ​senior​ ​in​ ​Fashion​ ​and​ ​Textile Management​ ​with​ ​a​ ​concentration​ ​in​ ​Brand​ ​Management and​ ​Marketing.​ ​She​ ​is​ ​also​ ​pursuing​ ​a​ ​minor​ ​in​ ​Business Administration.​ ​Chelsea​ ​has​ ​over​ ​two ​years​ ​of​ ​experience retail​ ​and​ ​two​ ​years​ ​of​ ​business​ ​administrative​ ​experienc She​ ​currently​ ​works​ ​at​ ​the​ ​NC​ ​Aquarium​ ​Gift​ ​Shop​ ​as​ ​a​ ​Sa Associate.​ ​Last​ ​spring,​ ​Chelsea​ ​had​ ​the​ ​opportunity​ ​to​ ​wo as​ ​a​ ​Fashion​ ​Show​ ​Intern​ ​for​ ​a​ ​local​ ​boutique.​ ​She​ ​gained experience​ ​in​ ​event​ ​planning​ ​and​ ​marketing​ ​through​ ​this internship.​ ​Chelsea​ ​has​ ​traveled​ ​to​ ​nearly​ ​20​ ​countries, which​ ​has​ ​allowed​ ​her​ ​to​ ​develop​ ​a​ ​greater​ ​understandin of​ ​world​ ​culture.​ ​Chelsea​ ​is​ ​organized​ ​and​ ​detail​ ​oriented which​ ​will​ ​allow​ ​her​ ​to​ ​successfully​ ​contribute​ ​to​ ​the​ ​agen She​ ​has​ ​also​ ​taken​ ​several​ ​advertising​ ​and​ ​marketing courses,​ ​which​ ​makes​ ​her​ ​a​ ​great​ ​fit​ ​for​ ​the​ ​media​ ​resear planning,​ ​and​ ​buying​ ​role​ ​in​ ​the​ ​agency. 7 Colin​ ​Simes​ ​-​ ​Internal​ ​Operations Colin​ ​Simes​ ​is​ ​a​ ​senior​ ​in​ ​FTM​ ​Brand​ ​Management​ ​and Marketing.​ ​ ​Colin​ ​has​ ​over​ ​5​ ​years​ ​of​ ​retail​ ​experience.​ ​He has​ ​worked​ ​at​ ​Foot​ ​Locker​ ​for​ ​over​ ​5​ ​years​ ​in​ ​sales​ ​and​ ​in stocking​ ​and​ ​distribution.​ ​Colin​ ​has​ ​worked​ ​for​ ​Plato’s​ ​Clo starting​ ​as​ ​an​ ​assistant​ ​manager​ ​and​ ​working​ ​his​ ​way​ ​up​ an​ ​interim​ ​store​ ​manager.​ ​He​ ​is​ ​a​ ​great​ ​problem​ ​solver​ ​an is​ ​very​ ​open​ ​and​ ​approachable.​ ​His​ ​management​ ​experien has​ ​given​ ​much​ ​a​ ​behind-the-scenes​ ​look​ ​at​ ​the​ ​day-to-da operations​ ​of​ ​a​ ​business.​ ​Colin​ ​loves​ ​sports​ ​and​ ​plays basketball​ ​and​ ​soccer.​ ​He​ ​has​ ​always​ ​been​ ​interested fashion​ ​and​ ​ ​hopes​ ​to​ ​someday​ ​work​ ​at​ ​a​ ​clothing​ ​or​ ​shoe company. Emily​ ​West​ ​-​ ​Art​ ​Director Emily​ ​West​ ​is​ ​a​ ​senior​ ​in​ ​Fashion​ ​Development​ ​and​ ​Produ Management;​ ​she​ ​is​ ​also​ ​minoring​ ​in​ ​Arts​ ​Entrepreneursh Emily​ ​has​ ​worked​ ​in​ ​retail​ ​for​ ​2​ ​years​ ​and​ ​served​ ​as​ ​a part-time​ ​key​ ​holder​ ​over​ ​this​ ​past​ ​summer.​ ​She​ ​is​ ​curren a​ ​visual​ ​associate​ ​at​ ​Madewell​ ​and​ ​works​ ​under​ ​the merchandising​ ​manager​ ​to​ ​set​ ​up​ ​window​ ​displays,​ ​dress mannequins,​ ​set​ ​out​ ​new​ ​product​ ​when​ ​it​ ​arrives,​ ​and​ ​ma sure​ ​the​ ​store​ ​meets​ ​its​ ​visual​ ​standards.​ ​Emily​ ​is​ ​proficie in​ ​Adobe​ ​Photoshop​ ​and​ ​Illustrator​ ​and​ ​enjoys​ ​using​ ​both programs​ ​for​ ​textile​ ​design​ ​as​ ​well​ ​as​ ​Kaledo​ ​and​ ​Gerber. 8 Her​ ​strong​ ​visual​ ​design​ ​skills​ ​and​ ​interest​ ​in​ ​market research​ ​will​ ​be​ ​great​ ​contributions​ ​to​ ​the​ ​agency.​ ​The​ ​sk she​ ​has​ ​learned​ ​from​ ​the​ ​Arts​ ​Entrepreneurship​ ​program how​ ​to​ ​use​ ​the​ ​arts​ ​to​ ​attract​ ​markets​ ​will​ ​be​ ​invaluable during​ ​her​ ​role​ ​as​ ​Art​ ​Director. Alexis​ ​Roston​ ​-​ ​Account​ ​Management​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ Alexis​ ​Roston​ ​is​ ​a​ ​senior​ ​in​ ​Textile​ ​Brand​ ​Management​ ​an Market​ ​pursuing​ ​a​ ​minor​ ​in​ ​Psychology.​ ​Alexis​ ​has​ ​years​ ​o customer​ ​services​ ​experience​ ​including​ ​handling​ ​disgrunt customers;​ ​mediating​ ​and​ ​finding​ ​productive​ ​solutions​ ​fo team​ ​members;​ ​and​ ​demonstrates​ ​exceptional​ ​relationsh skills​ ​that​ ​endear​ ​customers​ ​and​ ​inspires​ ​a​ ​loyal​ ​following Being​ ​raised​ ​in​ ​a​ ​military​ ​household​ ​Alexis​ ​has​ ​also​ ​becom adaptable​ ​to​ ​new​ ​situations.​ ​Her​ ​ability​ ​to​ ​jump​ ​into​ ​new situations​ ​and​ ​confidence​ ​in​ ​relationship​ ​building​ ​makes Alexis​ ​a​ ​great​ ​fit​ ​for​ ​our​ ​ ​account​ ​management​ ​position. 9 Jennifer​ ​Roth​ ​-​ ​Creative​ ​Development​ ​and​ ​Research Jennifer​ ​Roth​ ​is​ ​a​ ​senior​ ​majoring​ ​in​ ​Fashion​ ​Textile Management​ ​with​ ​a​ ​focus​ ​in​ ​Product​ ​Development.​ ​She​ ​is pursuing​ ​a​ ​minor​ ​in​ ​Creative​ ​Writing.​ ​Jennifer​ ​has​ ​three years​ ​of​ ​retail​ ​experience,​ ​both​ ​corporate​ ​and​ ​boutique.​ ​S has​ ​lead​ ​many​ ​creative​ ​projects​ ​during​ ​her​ ​time​ ​in​ ​retail, including​ ​visual​ ​displays​ ​and​ ​events.​ ​She​ ​is​ ​proficient​ ​in Illustrator,​ ​Photoshop,​ ​Kaledo​ ​and​ ​Gerber.​ ​Jennifer​ ​has​ ​ju returned​ ​from​ ​studying​ ​Fashion​ ​Marketing​ ​at​ ​LdM​ ​Univer in​ ​Florence,​ ​Italy.​ ​Jennifer​ ​is​ ​also​ ​secretary​ ​of​ ​Alpha​ ​Phi Omega​ ​Service​ ​Organization​ ​where​ ​she​ ​serves​ ​on​ ​the executive​ ​board.​ ​Through​ ​working​ ​retail​ ​to​ ​serving​ ​on​ ​an executive​ ​board,​ ​Jennifer​ ​has​ ​learned​ ​to​ ​solve​ ​problems​ ​in quick​ ​and​ ​efficient​ ​manner. Elizabeth​ ​Lemmons​ ​-​ ​Account​ ​Planning​ ​and​ ​Research​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ Elizabeth​ ​Lemmons​ ​is​ ​in​ ​her​ ​last​ ​year​ ​of​ ​Fashion​ ​and​ ​Text Management​ ​with​ ​a​ ​concentration​ ​in​ ​Brand​ ​Management and​ ​Marketing.​ ​ ​She​ ​has​ ​three​ ​years​ ​of​ ​retail​ ​managemen experience​ ​in​ ​apparel​ ​and​ ​accessories​ ​stores,​ ​wherein​ ​she focused​ ​on​ ​visual​ ​merchandising​ ​and​ ​operations management.​ ​ ​Currently,​ ​Elizabeth​ ​works​ ​as​ ​an​ ​Assistant Manager​ ​for​ ​Fossil,​ ​leading​ ​her​ ​team​ ​in​ ​Visual Merchandising.​ ​ ​She​ ​has​ ​a​ ​strong​ ​background​ ​in​ ​design, working​ as​ ​an​ ​Assistant​ ​Scenic​ ​Designer​ ​at​ ​University Theatre​ ​for​ ​three​ ​years.​ ​ ​From​ ​this​ ​position,​ ​she​ ​learned​ ​h 10 to​ ​collaborate​ ​with​ ​a​ ​team​ ​and​ ​use​ ​various​ ​design​ ​progra to​ ​fulfill​ ​specific​ ​creative​ ​visions.​ ​ ​Using​ ​her​ ​experience interacting​ ​with​ ​consumers​ ​in​ ​a​ ​retail​ ​environment​ ​and developing​ ​positive​ ​client​ ​relationships,​ ​Elizabeth​ ​is​ ​able​ ​t fulfill​ ​her​ ​role​ ​as​ ​Account​ ​Planner​ ​and​ ​act​ ​as​ ​the​ ​voice​ ​of​ ​t consumer. SITUATIONAL​ ​ANALYSIS NORDSTROM​ ​ANNIVERSARY​ ​SALE​ ​(MEN) Background​ ​Research The​ ​Nordstrom​ ​Anniversary​ ​Sale​ ​is​ ​the​ ​most​ ​significant​ ​event​ ​of​ ​the​ ​year​ ​for​ ​our client.​ ​Nordstrom​ ​is​ ​sent​ ​brand​ ​new,​ ​off-the-runway​ ​styles​ ​in​​ ​June​​ ​and​ ​is​ ​able​ ​to sell​ ​them​ ​at​ ​outstanding​ s​ ale​​ ​prices.​ ​Customers​ ​who​ ​are​ ​a​ ​part​ ​of​ ​Nordstrom’s cardholder​ ​rewards​ ​program,​ ​specifically​ ​level​ ​4,​ ​are​ ​granted​ ​admittance​ ​to​ ​the sale​ ​a​ ​day​ ​early.​ ​In​ ​order​ ​to​ ​create​ ​urgency​ ​amongst​ ​its​ ​customers,​ ​Nordstrom sells​ ​the​ r​ emaining​​ ​items​ ​at​ ​full​ ​price​ ​after​ ​the​ ​sale​ ​ends.​ ​Nordstrom​ ​cardholders, as​ ​well​ ​as​ ​Nordstrom​ ​customers,​ ​look​ ​forward​ ​to​ ​this​ ​sale​ ​every​ ​year;​ ​the Nordstrom​ ​Anniversary​ ​Sale​ ​brings​ ​out​ ​the​ ​shopper​ ​in​ ​everyone. Nordstrom​ ​has​ ​always​ ​gone​ ​above​ ​and​ ​beyond​ ​to​ ​uphold​ ​its​ ​sparkling reputation--whether​ ​it​ ​be​ ​through​ ​customer​ ​service​ ​or​ ​product​ ​presentation.​ ​ ​In addition​ ​to​ ​the​ ​122​ ​full-price​ ​stores​ ​across​ ​the​ ​U.S.​ ​and​ ​Canada,​ ​there​ ​are​ ​232 Nordstrom​ ​Rack​ ​locations​ ​that​ ​are​ ​thriving​ ​(About​ ​Nordstrom,​ ​2017).​ ​ ​Nordstrom and​ ​Nordstrom​ ​Rack​ ​ship​ ​to​ ​96​ ​countries​ ​worldwide​ ​using​ ​e-commerce.​ ​The 11 private​ ​sale​ ​site,​ ​Hautelook,​ ​is​ ​yet​ ​another​ ​avenue​ ​Nordstrom​ ​utilizes​ ​to​ ​cater​ ​to its​ ​trendy,​ ​sale-seeking​ ​consumer.​ ​Nordstrom​ ​has​ ​taken​ ​advantage​ ​of​ ​the opportunity​ ​to​ ​sell​ ​to​ ​both​ ​price-conscious​ ​and​ ​designer-conscious​ ​consumers (Nordstrom​ ​Inc.​ ​From​ ​Hoover,​ ​2017).​ ​Nordstrom’s​ ​main​ ​competitors​ ​are​ ​Neiman Marcus,​ ​Bergdorf​ ​Goodman​ ​and​ ​Brooks​ ​Brothers.​ ​Nordstrom​ ​focuses​ ​on​ ​growing and​ ​evolving​ ​with​ ​trends,​ ​but​ ​stays​ ​firm​ ​in​ ​its​ ​commitment​ ​to​ ​customer​ ​service. Nordstrom​ ​closed​ ​out​ ​last​ ​quarter​ ​with​ ​a​ ​total​ ​revenue​ ​increase​ ​of​ ​3%​ ​and​ ​a​ ​net income​ ​increase​ ​of​ ​12%​ ​(Caplinger,​ ​2017).​ ​However,​ ​Nordstrom​ ​saw​ ​a​ d ​ rop​​ ​in comparable​ ​sales​ ​and​ ​has​ ​been​ ​more​ ​successful​ in​ ​past​ ​quarters.​ ​There​ ​is​ ​room for​ ​improvement​ ​at​ ​Nordstrom;​ ​the​ ​sales​ ​for​ ​Nordstrom’s​ ​namesake​ ​brand​ ​fell 2.7%,​ ​leading​ ​to​ ​a​ ​decline​ ​in​ ​revenue​ ​(Caplinger,​ ​2017).​ ​ ​Moving​ ​forward, Nordstrom​ ​will​ ​focus​ ​on​ ​opening​ ​more​ ​Nordstrom​ ​Rack​ ​locations​ ​and​ ​is​ ​planning to​ ​ ​go​ ​private​ ​after​ ​this​ ​holiday​ ​season.​ ​It​ ​is​ c​ rucial​​ ​for​ ​Nordstrom​ ​to​ ​use​ ​the Anniversary​ ​Sale​ ​to​ ​uphold​ ​Nordstrom’s​ ​reputation​ ​and​ ​create​ ​new​ ​successes within​ ​its​ ​target​ ​market. Market​ ​Trends The​ ​consumer​ ​group​ ​being​ ​targeted​ ​for​ ​this​ ​advertisement​ ​campaign​ ​is​ ​males aged​ ​18-35,​ ​or,​ ​in​ ​other​ ​words,​ ​the​ ​elusive​ ​Millennial​ ​Male​.​ ​While​ ​Generation​ ​Y​ ​is “one​ ​of​ ​the​ ​most​ ​desirable​ ​shopper​ ​segments​ ​[of​ ​the]​ ​moment”​ ​due​ ​to​ ​their brand​ ​loyalty​ ​and​ ​social​ ​media​ ​influence,​ ​Millennial​ ​consumers​ ​are​ ​best described​ ​as​ ​“complex​ ​when​ ​it​ ​comes​ ​to​ ​shopping​ ​behaviors”​ ​(Winter,​ ​2014). Although​ ​female​ ​consumers​ ​are​ ​“generally​ ​[...]​ ​more​ ​interested​ ​in​ ​apparel​ ​than [their​ ​male​ ​counterparts],”​ ​Millennial​ ​men​ ​correlate​ ​their​ ​sartorial​ ​purchases​ ​with perceived​ ​social​ ​status​ ​and​ ​are​ ​increasing​ ​their​ ​market​ ​presence​ ​(Preez,​ ​Visser,​ ​& Zietsman,​ ​2007). 12 In​ ​the​ ​past​ ​decade,​ ​the​ ​male​ ​apparel-and-accessories​ ​consumer​ ​market​ ​has become​ ​more​ ​prominent;​ ​this​ ​trend​ ​has​ ​been​ ​attributed​ ​to​ ​the​ ​breakdown​ ​of gender​ ​roles​ ​and​ ​the​ ​increased​ ​influence​ ​of​ ​social​ ​media​ ​(Preez,​ ​et​ ​al.,​ ​2007). Consumers​ ​now​ ​“expect​ ​more​ ​real-time​ ​communications​ ​[and]​ ​instant responses”​ ​while​ ​shopping​ ​in-store​ ​(Winter,​ ​2014).​ ​ ​”31​ ​percent​ ​of​ ​web​ ​traffic​ ​is [now]​ ​from​ ​[...]​ ​mobile​ ​phone”​ ​users,​ ​and​ ​interactive​ ​in-store​ ​media​ ​is​ ​being sought​ ​out​ ​by​ ​Millennial​ ​consumers. Although​ ​Generation​ ​Y​ ​is​ ​famous​ ​(or​ ​infamous)​ ​for​ ​its​ ​want​ ​to​ ​integrate technology​ ​into​ ​daily​ ​life,​ ​Millennials​ ​are​ ​more​ ​apt​ ​to​ ​“use​ ​their​ ​mobile​ ​device[s …]​ ​to​ ​connect​ ​to​ ​r...
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