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Thank You
This plans book was prepared with assistance 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.
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

Marketing and Design Team


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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.

Philosophy Statement
We believe that forming a successful break-through promotion 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.

Thank You

Team Photo

Philosophy Statement

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Table of Contents

Executive Summary

Business and Communication Objectives

Internal Factors

External Factors

10

Competitive Analysis

11

Current Brand Character and Tone

12

Ideal Brand Character and Tone

13

Positioning and Market Segmentation

14

Primary Target Market

15

Secondary Target Market

16

Key Message

17

Communication Strategies

1820

Branding Options

21

Email Marketing

22

Billboard Advertisement

23

Instagram

24

Facebook & Twitter

25

75th Anniversary Press Release

26

Newsletter

27

Budget Estimates

2829

Timeline

3031

Final Recommendations

3233

Bibliography
5

Executive Summary
Integrated Marketing Communications Plan
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.

Business and Communication Objectives

Business Objectives

Communication Objectives

Increase customer traffic by targeting


new customers as well as increase
current customer transactions. Also,
make the website the base of their
internet presence.

Increase awareness of the store and


provide information by utilizing a
strong social media presence with a
consistent logo and brand image.

Internal Factors

Internal Strengths of Joynes


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 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

External Factors

External Strengths of Joynes


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 Weaknesses of Joynes


Lack of tourists and overall business during
the winter months
Joynes depends on tourists
Environmental factors can affect business

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 website, Facebook, Twitter, and newsletters

10

Stone Harbor Wilderness and Supply


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

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
This place is a must see. If they dont have it no one else does.Yelp
Tradition.TripAdvisor
Enter a customer, leave a family member.Facebook
Unique Store, Fun to ExploreTripAdvisor

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Ideal Brand Character and Tone


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.

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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
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 position, we have decided to implement the tagline Explore
Our Store.

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Primary Target Market


Tourists traveling from the Midwest and within Minnesota
Persona
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 restaurants, visit state parks, sightsee, and shop. Every trip
Peter buys a new pair of slippers as well as souvenirs for
his kids.

Age: 45 to 54 years old


Yearly Income: $61,800
Birth Era: Generation X
Jim described Midwest travelers being, outdoor wannabes

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Secondary Target Market


Those living in and around Grand Marais
Persona
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 purchases 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.

The following are statistics from a


20 miles radius around Joynes
Age 55 64 years old
Yearly Income $42,175 $49,198
Birth Era Baby Boomers

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Key Message
Joynes is for the north shore explorer and community locals
who value family tradition and a special shopping experience. Joynes provides a small-town experience with a wide
range of quality products.
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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Communication Strategies
Tagline 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
This tagline highlights Joynes longevity,
uniqueness, and does not expire

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Option 1
Mary Ahlberg

Branding Options
Font Options

Franklin Gothic (Condensed)


abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMONPQRSTUVWXYZ
1234567890

Adobe Calson Pro

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMONPQRSTUVWXYZ
1234567890

Color Palette

18

PMS

CMYK

RGB

186 C

15 100 90 10

2 98 87

0 0 0 100

35 31 32

Option 2
Megan Ahlberg

Branding Options
Fonts Options

Franklin Gothic (Condensed)


abcdefghijklmnopqrlstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789
Caslon 540 (Roman)
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789

Color Palette
PMS
186 C

CMYK

RGB

15 100 90 10

160 0

16

35 31

32

100

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Option 3
Jesse Reemtsma

Branding Options
Font Options

Franklin Gothic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMONPQRSTUVWXYZ
1234567890

Color Palette

20

PMS

CMYK

RGB

185 C

0 100 96 0

237 28 40

0 0 0 100

35 31 32

Email Marketing
Email List Growth

Timing

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

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

Email Opportunities
Welcome to email list
Quarterly newsletter
75th anniversary celebration
Other promotions or product highlights

Measurement
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.

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Billboard Advertisement
Suggested Billboard Company
LAMAR
Cost
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 additional 20% cost.
Benefits
Targets a large and diverse market
Increased frequency of consumer exposure to brand
Billboards have a strong visual effect boosting companies reputations and product images

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Explore
Our
Store!
Grand Marais,MN

joynesbenfranklin.co

Instagram

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 potential Instagram page for Joynes could look like and useful
Instagram statistics.

17% of All Online


Adults Use Instagram
37%
18%
6%

18-29

30-49

50-64

(age of users)
57% of Instagram Users Access the Site DAILY
35% of Instagram Users Access the Site Multiple Times A Day
The Average User Spends 257 MINUTES A MONTH on the site
68% of Instagram Users are FEMALE
instagram users are split almost
equally with 50% of users on
each Android and iOS devices.

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Facebook

Twitter

Keeping your Facebook paged updated will help keep your


customers engaged in your business. It is important to continue 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 Suggestions

Our Recommendations
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.

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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


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

75th Anniversary Press Release


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 appreciation 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

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Newsletter
We recommend sending out a seasonal or quarterly newsletter. 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 experience 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 newsletter. Coupon redemptions are a measurable variable and
can be helpful when setting future goals.

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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 quarterly costs as well as pie charts representing a low and
high- end budget.

Monthly costs
Email marketing: $45
Social Media: $0
Billboard (Every 4 weeks): $965-$2500

Quarterly cost
Newsletter: $2,475 per 5,000

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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 promotional mix timeline.

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January
Bi-Weekly email marketing
Update social media sites 3 to 4
times a week
Billboard

April
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

May
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

June
Bi-Weekly email marketing
Update social media sites 3 to 4 times
a week
Quarterly newsletter
Billboard

July
Bi-Weekly email marketing
Update social media sites 3 to 4 times a week
Billboard

October
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

November
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

December

Bi-Weekly email marketing


Update social media sites 3 to 4 times a week
Billboard
Quarterly newsletter

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Final Recommendations
Given the amount of budget remaining, we recommend
hiring a LSBE marketing intern to help implement your
Integrated Marketing Communications Plan.
Continue working with your technology consultant
on improving your website. Make sure your new website tells your story, provides useful information, and is
adaptable for mobile devices.
Last year mobile media consumption surpassed
online for the first time.
There are more than 100 million daily active
mobile users.
Continue revamping your store to attract a younger
crowd since they are your future target market.
Make sure all your promotional items (posters, newsletter, emails etc.) contain all social media names and
handles.

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Bibliography
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Macarthy, Andrew. 500 Social Media Marketing Tips.
Lexington, KY: CreateSpace, 2013. Print.
"Newsletter Cost | Pricing Information For Sending
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Research Details : Explore Minnesota Tourism. Research


Details : Explore Minnesota Tourism. N.p., n.d. Web. 22
Apr. 2015.
Retail Goods and Service Expenditures. ESRI
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