PR PLAN

Plan For Nordstrom Inc.

Mode Worldwide PR
4/11/14
GOAL(S):
To increase sales for Nordstrom by attracting more consumers both nationally and internationally.
OBJECTIVE 1
To increase sales by 15 percent by the end of the fiscal year through exceptional customer service
and sales delivered by the employees.
STRATEGY
Refresh training and implement customer satisfaction programs with the employees to remind them of
Nordstrom's values and customer service initiatives to increase sales in the long run.
TACTICS
1) Create email to send to all the employees to encourage customer service and sales delivery.
a. Compose an email list of employees.
b. Compose the email to be approved by higher levels of corporate.
c. Prepare follow up emails to make sure employees are taking notice.
2) Hold training sessions in customer service monthly in order to keep employees refreshed on our
values.
a. Set dates for the sessions.
b. Make all managers of every store aware of the event so they can notify employees
c. Identify who will be in charge of the training sessions.
d. Look for locations for the large-scale training sessions.
3) Create posters to put in the backrooms of Nordstrom Stores to remind employees of what was
covered during training sessions.
a. Create the poster via Photoshop.
b. Contact people in each store so they will hang up the posters and promote them.
4) Initiate feedback and suggestion program with the employees to develop new strategies and
tactics within the employee ranks.
a. Create suggestion boxes for written suggestions and design an online suggestion program
that employees can email their suggestions.
5) Develop an employee recognition program to reward employees for delivering exceptional sales
and service to the Nordstrom's customer.
a. Develop a customer driven program where the customer and register an employee for
delivering exceptional service.
b. Develop a managerial driven program internally where management is able to recognize
their employees for delivering exceptional service to customers.
c. Reward with recognition and possible monetary reward.

GOAL(S):
To increase sales by reaching more publics nationally and internationally.
OBJECTIVE 2
To increase sales from our VIP shoppers by 12 percent and to increase the amount of VIP shoppers
by 10 percent.
STRATEGY
Increasing the communication to Nordstrom's VIP shoppers in a more personal way and adding an
incentive to recommend their contacts to join the Nordstrom's VIP community.
TACTICS
1) Give a discount membership for a certain period of time to VIP shoppers if they refer a friend to
become a member.
a. Send out an email with the promotion.
b. Follow up with snail-mail letters and phone calls.
2) Hold exclusive shopping events for VIP members through formal invitations and all them to bring
one guest.
a. Set dates for events.
b. Create invitations to be sent to the VIP members.
c. Identify who will handle RSVPs.
d. Figure out what brands will be represented at the event.
3) Create a website for the VIP shoppers so they can share the information via new media.
a. Contact someone to create website.
b. Send email to VIP members to create a login and password.
c. Follow up with the VIP members with a phone call.
GOAL(S):
To increase sales by capturing the consumers both nationally and internationally.
OBJECTIVE 3
To increase sales from middle-aged males by 7 percent over the next year.
STRATEGY
Attract and increase the frequency of the male consumers from ages 35 through 55 to increase their
awareness of Nordstrom's promotions and events that are tailored to their consumer group.
TACTICS

1) Mothers day shopping event for males.

a. Create invitation to be sent out by email.
b. Follow up with phone call.
c. Identify who will manage RSVPs.
d. Assign employee as each males personal shopper.
e. Offer food and beverages from local venues.
2) Exclusive father/daughter shopping event post-closing with major discounts - Daddy Daughter
Date Night.
a. Send evites to fathers and daughters informing them of the discounts.
b. Identify who will manage RSVPs.
c. Have personal shoppers available.
d. Research which brands teens are attracted to more and have them more evident at the
event.
e. Offer food and beverages from local venues.
3) Weekly email list
a. Promotional for certain brands with tips for buying presents
b. Assign people to create the emails.
c. Give discounts through the emails.
d. Give tips on latest fashion for men.
4) Have men sign up for personal shopper that is responsible for wife/daughters/significant other's
birthdays and mothers day
GOAL(S):
To increase sales by reaching more publics nationally and internationally.
OBJECTIVE 4
To increase sales of 52 brands by 8 percent by the end of the fiscal year in order to increase
distributor satisfaction.
STRATEGY
Increasing promotion of each brand.
TACTICS
1) Building solid relationships with distributors using strong communication
a. Meet face-to-face yearly and see how their business operates
b. Send evites monthly to invite distributors to meet personally with the company
c. Send them monthly graphs of how their brands are doing
d. Be prompt when making payments
2) Review your suppliers performance
a. Monthly record and share with them how their brands are doing in the company
3) Increase sales of each brand by advertising and representing them well through our brand of the
week campaign
a. Offer discounts on the brand of the week

b. Remind followers on social media of which brands will be represented that week
c. Offer shoppers the ability to register for text-alerts, reminding them which brand will be
represented that week
d. Represent your company well in order to represent brands well
GOAL(S):
To increase sales by reaching more publics nationally and internationally.

OBJECTIVE 5
To increase sales from young female adults in the age group of 15 - 25 by 5 percent over the next
fiscal year.
STRATEGY
Increase store recognition through promotional tactics and discounts.
TACTICS
1) Send promotions on seasonal trends to high school and College students
a. Create a list of different important seasonal trends/events (Prom, Formal, Graduation Rush
etc.)
b. Create the promotions that will be given to highschool and college students
c. Insert the promotion into magazines, social media, textbooks, Etc. during the time of the
season trends.
d. Offer a 15% off discount if students show their student id on specific
days/months/promotions
2) Hold exclusive events for high school and college girls
a. Set dates for special/exclusive events
b. Create invitations that would be advertised and sent to high school and college girls
c. Advertise the events in teen magazines, on social media and appeal to the girls
d. Have special drinks, food at the events to make the girls feel special (like bridal store)
3) Have on high school and college campus representatives to promote and encourage Nordstrom
a. Contact certain customers who fit the criteria and ask them to promote on their school
grounds
b. Create a way for them to invite their friends and get discounts if they keep shopping and
promoting Nordstrom
c. Create a fashion blog directed towards teens with tips and other interesting articles
d. Go to high school parking lots in the area and put discounts on all the cars
4) Promotion of size doesnt matter. Untouched photographs with real life models
a. advertisements in the store
b. social media

c. create a youtube video that will go viral for untouched photos

d. increase the variety of sizes that we offer

GOAL(S):
To increase sales by reaching more publics nationally and internationally.
OBJECTIVE 6
To increase community satisfaction by 30 percent by 2015 in order to include the community in our
sales.
STRATEGY
Helping out the local community through sales and promotions and more involvement.
TACTICS
1) Mail letters to local food businesses to get them interested in wanting to be in the local Nordstrom
a. Create list of local businesses and their addresses.
b. Write the letter to be approved
c. Follow up the letter with a face-to-face interaction with the local businesses to get them
interested and show them commitment
2) Hold parties and invite the communities to support the local business that are opening inside of the
Nordstrom. Inform the community of the support and promotion of the local businesses
a. Set dates for the parties
b. Create invitations to be posted up around the community and sent to local businesses and
residences
c. Identify who will be responsible of RSVPs and getting everyone there that needs to be there
3) Get involved in local charities.
a. Make a list of the local charities.
b. Create a calendar of the events.
c. Require employees to come to the events and support the local communities.

Goal:
To increase sales by reaching more publics nationally and internationally.

PUBLIC

Employe
es

VIP
shopper
s

RESOUR
CES

PUBLIC
VALUES

ORG.
VALUES

MESSAGE

CHANNELS

Positive
relations
hips with
custome
rs

Satisfaction
, happiness
working,
appreciatio
n,
empowerme
nt

Were
Family, door
is always
open, be
kind, have
fun

Support
the
employees
that serve
the
customers

Handbook,
email,
online
training,
pamphlets
in the back
rooms,
face-toface
communica
tion

Satisfaction
, quality,
positive
atmosphere
, help, good
service,
easy
shopping

Outstanding
service,
honesty

We
appreciate
their
loyalty and
we want to
reward
them
accordingly
and make
their
shopping
experience
the best it
can be

Emails,
mail,
newsletters
, website

satisfaction,
efficiency

have fun,
outstanding
service

Shopping
at
Nordstrom
is easy and
will make
your wife
and
daughter
happy, in
addition
you can get
things for
yourself.

events,
emails,
mail, phone
calls,
advertisem
ents
(television,
magazine,
in store)

Marketing,
quality,
easy to
work with,
communicat

Family,
judgment,
healthy
competition

Brand is
being
represente
d well and
being sold.

face-toface,
emails,
advertisem
ents

Money

Money
Middleaged
men

Distribu
tors

Products
, loyalty

ion

Young
Female
Adults

Local
Commu
nity

(online,
magazines,
newspaper
s)

Money,
loyalty

Quality,
pricing,
variety of
brands and
products,
easy access

Have fun

By
shopping
here, you
will have
good
quality
products,
recognized
brands,
and it will
be
affordable.

Social
media
campaign,
advertisem
ents
(television,
online,
magazines)

products
,
support,
loyalty

ecofriendliness,
positive
relationship
s

good
neighbor,
our door is
always open,
be kind,
outstanding
service

We support
local
communitie
s and want
to work
with them
on a
personal
level.

Face-toface
communica
tion,
advertisem
ents, press
conference
s, emails