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J.

Lynns Consignments
Mickayla
Irwin

Laine Davis

Abby
Haarmann

Table of Contents
I.

Executive Summary...........................1

II.

Research...........................................1
a. Background.............................1
b. Situational Analysis.................1
c. Core Problem and Opportunity1

III.

Action Planning................................1
a. Goal.........................................1
b. Objectives................................1
c. Key Publics..............................1
d. Messages.................................1
e. Strategies................................1
f. Tactics.....................................1
g. Calendar and Timeline............1
h. Budget.....................................1

IV.

Communication.................................1
a. Communication Confirmation. 1

V.

Evaluation.........................................1
a. Evaluation Criteria and Tools. .1

VI.

Appendix...........................................1

J. LYNNS CONSIGNMENTS -

Executive Summary
This strategic communications plan presented for J. Lynns Consignments
provides an analysis of the strengths, weaknesses, and possible opportunities for
promotional growth. This plan outlines the strategies and tactics to reach specific
goals and objectives in order to create a profitable business for Jennifer Clardy by
the end of the 2015 calendar year and launch in 2016. J. Lynns Consignments is
located on the square of Savannah, Missouri, and demonstrates amble opportunity
for business growth and community involvement. This plan will provide an outline
to promote business and focus communication within the specific target audiences
to increase and establish sales and revenue.

Research
Background
J. Lynn's Consignments offers gently used, quality merchandise such as
clothes and accessories, house ware and furniture, tools, antiques, and other
oddities. The store opened on August 25th, 2015. The store is located on the
square in Savannah, Missouri, and the hours of operation are Tuesday through
Friday 10:00 am to 6:00 pm, and Saturday 9:00 am to 6:00 pm.

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The owner of J. Lynns Consignments, Jennifer Clardy, prides her new


business on the low prices that she is able to offer on quality designer and
department clothing. She also offers an easy, stress free experience for consignors
to make extra cash from their old belongs. For the consignors, Jennifer offers a
percentage of the profit to the consignor from selling their merchandise. The
consignors clothing in-store runs on a four week rotation. This rotation allows
shoppers to see new clothing and get better bargains as each week of the rotation
is accompanied by a price drop. For the consignors whose merchandise does not
sell, with their consent, Jennifer will donate the items and receive a tax form for
that consigner. This provides each customer with a less stressful experience,
always ending in reward.
J. Lynns Consignments has a Facebook page with 51 likes. Recently, Jennifer
has created an ad on Craigslist advertising the available items. She has also
advertised in smaller towns with flyers, and plans to do print advertising in local
newspapers. The store can be reached by phone or email.

Situational Analysis
J. Lynns Consignments has been open for roughly two months. The business
is having difficulties generating word of mouth to get a growing customer base.
Jennifer is searching to brand her business and create a consistent image that
attracts an audience from the surrounding areas. Her target audience is loosely
defined and her messages are not directly focused on key publics. In order to
better attract the audience, there needs to be a more defined key public.
J. Lynns Consignments may face difficulties because of these current
situations. Potential difficulties include promoting the store to the wrong
audiences and lacking a brand. She will not be able to generate word of mouth,
and therefore business, because the small town talk is essential for such
locations. She is trying to reach out to new customers, but is having a hard time
doing so.

Core Problem and Opportunity


J. Lynns Consignments needs to create a brand that will draw in consigners
and customers in order for the organization to flourish.

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Action Planning
Goal
To raise brand awareness and create a profitable business.

Objectives
1. More active on social media by reaching 300 likes on Facebook by the end of
the year.
2. Consistency in use of brand by creating a catchy logo, store front sign, and
business cards.
3. Make a profit by the end of the 2015 calendar year.

Key Publics
1. Area High School Students
The 2015 population of ages 15-24 within 15 miles of Savannah is 13.6% of
the total population. Those falling in this category find self interest in
trendy clothes their peers approve of and being in with the fashions and
fads. High school students in the area may not be aware of J. Lynns
Consignments because of the lack of social media or community presence,
so the issue is drawing them to the store and creating a desire to shop there.
High school students are influenced by their peers and trending fashions
they find through media. By specifying and targeting this key public, this
will help accomplish the objectives of being more active on social media and
creating a profit.
2. Parents of High School Students
The median age of those within 15 miles of Savannah is 37.7 years. Within
the 15 mile radius of Savannah, there are 22,751 families that have an
average number of three people per family. Ages 35-44 make up 11.9% of
the population, and ages 45-54 is 12.8%. 56.8% of those in housing owned
their own homes and 32.3% rent their homes. The median household
income is $44,844. Parents of high school students are interested in finding
good bargains and saving their money. They look to buy trendy clothes, but
at an affordable cost. Parents may be more aware of what is going on in
Savannah businesses, but they may not yet have a reason to shop or consign.

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Other parents and other families influence what they want to buy for their
own families. They are influenced by what is trendy, but also affordable. By
targeting this audience, it will accomplish the objectives of being more
active on social media and making a profit.
3. Area College Students
Near Savannah are two area colleges, Northwest Missouri State University
and Missouri Western State University. Northwest hosts 6,593 students with
11.8% international and 12.5% minority. Missouri Western educates more
than 5,700 students. These students are generally motivated by what others
on campus are wearing, what students from other campuses are wearing,
and they often support sports teams with their apparel. Northwest and
Missouri Western students are unaware of J. Lynns Consignments, due to its
recent development, which is the issue itself. Opinion leaders would be
other larger schools who would have fashion trends before the smaller
Missouri towns. This audience would also accomplish social media and
profit.

Messages
1. High school students
a. To high school students, fashion is important, but money is a limited
resource. They want to be independent, while being able to find
affordable clothing within a safe range of northwest Missouri.
2. Parents
a. Parents are looking for opportunities to purchase affordable, trendy
clothes for their children. They want to find clothes at an easy
location, and with the option to recycle their childrens old clothes,
they will find J. Lynns Consignments more appealing.
3. College
a. College students are looking for any way to make extra money. They
want to recycle their old fashion to make a little change.

Strategies
1. Create a professional image and brand to attract customers and consignors
from the northwest Missouri area.
2. Increase traffic in store to maximize profit.
3. Focus on social media to engage customers and influence their shopping
habits.

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Tactics
1. Strategy: Create a professional image and brand to attract customers and
consignors from the northwest Missouri area.
a. Consistency in visuals and for a professional image.
i. One logo across everything for customers to more easily
recognize the store.
ii. Take pictures of the store and in-store products with a quality
camera to increase professionalism.
iii. Create business cards that are professional and visually
appealing.
iv. Flyers that match the logo with concise messages.
b. Create a store mood.
i. Placing clothing toward the front of the store and non-clothing
items toward the back of the store will draw all audiences in,
while keeping the high school students intrigued.
ii. Signs saying what types of clothing are located throughout the
store.
iii. Clean atmosphere with organized sections.
iv. Straighten up the dressing rooms and cleaning area.
v. Comforting music.
vi. Welcoming scents.
vii. Wall art and refurbished furniture to encourage do-it-yourself
projects.
viii. Logo on the cashier area and store-front window.
c. Create internship position: a graphic design intern to create branding
images and manage social media.
2. Strategy: Increase traffic in store to maximize profit.
a. Generate word of mouth.
i. Support community organizations to create an opportunity for
people to talk about what J. Lynns Consignments is about.
1. Example: Host a food drive to support local food pantries,
give customers a percentage off for bringing in
donations.
ii. Incentives.
1. Coupons advertised through Facebook that ask followers
to share with their friends on their Facebook page.
2. Punch cards Buy 9 items get the 10th item a percentage
off.
iii. Post flyers in surrounding schools, restaurants, and community
areas.
iv. Speak at organization meetings on college campuses.
v. Produce radio commercial to spread awareness and create a
buzz among the community.

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1. Play commercials between 7:00-8:00 am for morning


traffic, 11:00 am-1:00 pm for lunch hours, and 3:00-4:00
pm for after school traffic.
b. Brand advocates
i. High school and college students take pictures in clothes they
bought at the store, and post to social media tagging the store.
ii. Give flyers, business cards, and coupons to campus
representatives to hand out on campus.
1. Campus representatives get a special deal during one
purchase.
c. Attract people to consign for more quality products.
i. Define product wanted within the store to create a specific
atmosphere.
ii. Consignors get more money in store and credit than if only
taking the cash.
iii. First time a customer consigns, they get a percentage off one
item.
iv. The outside of the store should be inviting and draw in
consignors.
1. New banner.
d. Consistent open hours each day in order for easier advertisement.
e. Use location as an advantage.
i. Side walk sales.
ii. Get together with other businesses on the square for sale
periods.
3. Strategy: Focus on social media to engage customers and influence their
shopping habits.
a. Create a website with basic store information so customers can easily
find where the store is, when it is open, and how to consign.
b. Utilize social media as a professional advertising space.
i. Use Facebook as a two way communication tool, asking the
customers to comment and share.
1. Invite people to like and share the page.
2. Mention this specific post and get a percentage off your
next purchase.
ii. Being able to search with or without the period in J. Lynns
and still having it easy to find.
iii. Use Pinterest boards to take pictures of the products and
create outfits online to share with followers.
iv. Use Twitter to engage the high school and college student
audiences.
1. Post pictures of new items, outfits in the store, and
specials.
v. Use Instagram to engage high school and college student
audiences.

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1. Post pictures of new items, outfits in the store, and


specials.
vi. Hire social media/marketing intern.
vii. Create a Hootsuite account to manage all social media sites and
schedule posts.
1. What time of day to post.

Calendar and Timeline


January
Social Media Posts.
o New Year, new closet.
o Get rid of the old you, and stop by the store to consign your old clothes.
Reach college students trying to make money.
Special sales.
(2016) Focus on getting new consignors.
February
Social Media Posts.
o Get your special someone a special gift.
National Canned Food Month.
o Bring in 5 canned food items and get a percentage off.
o Bring in 5 canned food items to donate to (pair up with food pantry).
March
Luck of the Irish sales.
Pinterest boards.
o Green clothing and outfit ideas for spring highlighting whats in the store.
o Boards of new house ware and DIY projects.
National Craft Month.
March 2nd National Old Stuff Day.
o Recycle your old, gently used things.
April
Social media posts
o Spring cleaning! Check out our affordable furniture pieces.
Prom season specials and advertisements.
May
Welcome in summer with our hot styles and burning sales.
Sidewalk sale to begin the summer.
Mothers Day treat.
o Complimentary coffee and treats while you shop (possibly catered by a
local business).
o Hand one coupon to each mother that walks in with/without their
children.
June
Fathers Day special, highlight house ware, tools, furniture.
July
Red, white, and BOOM sales.

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Red, white, and blue decorations.


Veterans get a percentage off their purchase.
August
Sidewalk sale to get rid of summer inventory.
Back to school sale.
September
Introduce fall clothes.
Highlight homecoming dresses.
Reaching specific Savannah publics when their dances are.
October
Spooky sales.
Pumpkin spice scents.
Pumpkins, leaves, and other fall decorations in the window.
October 10th National Handbag Day.
November
Black Friday/Thanksgiving sales.
December
Christmas decorations outside.
Christmas scents, pine, gingerbread.

Budget
Radio commercials
Maryville: 97.1 The Ville
o 25 commercials for $16 (30-second commercials).
o Add a second set of 25 for five cents each.
Total: $25
Business cards
Vistaprint: 500 standard sized business cards for $8.49.
Total: $10
Flyers
Office Depot: $0.59 a sheet (50 sheets).
Total: $30
Large Sign & Medium Sign
Buildasign.com 3ft x 3ft for the register area: $20.88; 4ft x 4ft proof and
after shipping total: $30.02.
Total: $30
Small sound system (BlueTooth)
Shop on amazon or eBay, save $20-$40 for BlueTooth speaker.
Total: $40

J. LYNNS CONSIGNMENTS -

Wax melting pot


Walmart $20, wax $10.
Total $30
Social media
Free to use
Boost posts: Choose your own dollar amount per week.
TOTAL: $165.00

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Communication
Communication Confirmation
Key Publics
Area High
School Students

Self-Interests
Peer approval,
saving money

Primary Messages
As high school
students, fashion
is important, but
money is a limited
resource. They
want to be
independent while
able to find
affordable clothing
within a safe
range of
northwest
Missouri.

Influentials
Peers, family
members,
media, trending
fashions

Parents of High
Schools
Students

Finding
bargains, saving
money

As parents, they
are looking for
opportunities to
affordably
purchase trendy
clothes for their
children. They
want to find
clothes at an easy
location and
recycling their
childrens old
clothes.

Peers, other
families, friends

Area College
Students
(NWMSU,
MWSU)

Saving money,
earning money,
being
fashionable

As college
students, they are
looking for any
way to make an
extra buck. They
want to recycle

Peers, media,
fashion trends

J. LYNNS CONSIGNMENTS -

Objectives
1.More active on
social media by
reaching 300
likes on
Facebook by the
end of the year
2.Consistency in
brand by
creating a catchy
logo, store front
sign, business
cards
3.Make a profit
by the end of the
year
1.More active on
social media by
reaching 300
likes on
Facebook by the
end of the year
2.Consistency in
brand by
creating a catchy
logo, store front
sign, business
cards
3.Make a profit
by the end of the
year
1.More active on
social media by
reaching 300
likes on
Facebook by the
end of the year

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their old fashion to


make a little
change.

J. LYNNS CONSIGNMENTS -

2.Consistency in
brand by
creating a catchy
logo, store front
sign, business
cards
3.Make a profit
by the end of the
year

12

Evaluation
Evaluation Criteria and Tools
To determine the effectiveness of this strategic communication plan, an
evaluation of the objectives will need to take place. The first objective is to be
more active on social media; to measure and evaluate this objective, utilizing
before and after statistics will be vital. Taking note of how many followers the
social media platforms have and the outreach of posts through analytic tools will
provide necessary information to gauge the success. At the end of the 2015
calendar year, they will be reevaluated to measure the growth. The second
objective is to create a consistency in an image and branding. This would ensure
all materials have the same logo, slogan, and color scheme. The last objective is to
make a profit by the end of the year; this will be determined by the income of the
store.
Overall measurements
Facebook analytics
Record the number of transactions per age group at the beginning of the
communication plan period and after
Record sales receipts to track and increase or decrease in profit
Surveys for each age group at the beginning the communication plan period
and after
Key Publics:
High

School Students
When they return to the store and purchasing product
50 students in the door by the end of the year
Purchases by 30 students by the end of the year

Parents of High School Students


Support of parents bringing in their children or shopping for them
Increase in purchases
15 parents consign by the end of the year
College Students
Increased number of college students in store
Purchases by 15 student by the end of the year
Repeat customers
15 students consign by the end of the year

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Appendix

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i. Logo

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ii. Business Card

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ii. Punch Card

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iii. Flyer

Tuesday-Saturday:
10 a.m. 6 p.m.
409 W. Main Street Savannah, MO
816.324.0388|
facebook.com/j.lynn's
The only option that makes cents
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iv. Radio Script

Whether you're 17 or 38, looking for a convenient and


affordable style is simple at J. Lynn's Consignments. For back to
school, homecoming dresses, or even date night for mom and
dad, J. Lynn's is the only option that makes cents. Why throw
away your budget when you could recycle your style? Come visit
J. Lynn's Consignments, Tuesday through Saturday, nine to five.
Located on the downtown square in Savannah.

v. Advanced Budget

Moving to the new location on the square


Hire staff
o Intern
St. Joseph KJO 105.5 radio commercials
o One 30 second commercial is $35
Seasonal dcor
o Decorations of choice
o Seasonal scents for the wax melting pot

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