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Senior Capstone

PR PLANNING
TEMPLATE & BOOKLET
J. Lynns Consignment Savannah, MO

Morgan Brown, Chloe Fey, Lexie Park


11-16-2015

1. Backgrounder
J. Lynns Consignments is a consignment shop located in Savannah, MO. Consignment stores
are stores that sell secondhand items, typically clothing and accessories, on behalf of the original
owner, who receives a percentage of the selling price. J. Lynns was established in August, 2015,
with their products ranging from consigned designer clothing to consigned microwaves and
furniture. Since their opening, J. Lynns has received more inventory coming into the store than
going out.
Savannah, MO is located in the Northwest corner of Missouri. The population of
Savannah is 5,133. Twenty miles south of Savannah is St. Joseph, MO. St. Joseph consists of
77,000 residents, several retail shopping locations, numerous restaurants, and Missouri Western
State University. Although St. Joseph is a close competitor, J. Lynns has no competition in
Savannah. They are the only business that sells clothing within 15 miles of the town.
Being a brand new establishment, J. Lynns mission is still being modified. It is their
vision to be a convenient source of fashion for the Savannah residents in need of a particular
product at a moments notice. Their product line is also in line with customers looking for a fun
DIY project or a new home owner looking to furnish their place on a budget. J. Lynns main
purpose is convenience at the bargain best price.
2. Situation Analysis
a. Cost
i. The resale market has remained healthy in the United States and even
grown 7% in the past two years. Resale shopping attracts consumers from
all economic levels. Shopping at consignment and resale venues has even
become a trend not only because most people cant resist a good deal, but
the emphasis that todays society places on DIY projects and ultimate

recycling. According to Americas Research Group, a consumer


research firm, about 16 - 18% of Americans will shop at a thrift store
during a given year. For consignment/resale shops, its about 12 - 15%. To
keep these figures in perspective, consider that during the same time
frame; 11.4% of Americans shop in factory outlet malls, 19.6% in apparel
stores and 21.3% in major department stores.
b. Competitors
i. The competition for the J. Lynns Consignment isnt as large as if the store
were located in St. Joe or a larger city region. However, because people in
Savannah are used to having to drive places to get their clothing they are
more likely to go somewhere else depending on what they need. There are
places within St. Joe that are known for carrying certain things, but they
are further away and some are mid belt. Once Upon A Child is in St. Joe
but they only carry childrens clothing. There is also a place in St. Joe
called Lil Pink Closet and they only carry womens clothing which means
that they have a specific audience they are attracting. Much like Lil Pink
Closet there is a store in Maryville called POSH and they carry womens
clothing along with items that the owner brings in from other companies.
She sells those items at large and will pair them with other items she has
in her store in order to get people to buy a set. Something that all of these
companies have in common is that they cater to a specific audience and
build their clientele using that.
3. Core Problem/Opportunity

Consolidate contents of inventory - specify, manage, and maintain brand of J.


Lynns Consignment - create a positive and substantial presence

Big Idea;
Clearly identifying J. Lynns Consignments brand
The business owner needs to have a solid understanding of what message she is sending
to her public that directly relates to her businesss brand, values and goals.
Goals

Increase awareness
Increase store traffic
Establish customer satisfaction
Establish target cliental
Streamline products
Find niche market

Objectives
Facebook
Increase likes by double
Gain more positive reviews
Post more frequently
Post more featured products
Communicate and interact with customers promptly
Website
Create and utilize
Link social media accounts
Marketing efforts
Revamp flyers
Improve storefront appearance
Create radio ad
Create newspaper ad
Provide customers with free token at purchase with brand name on it
Cliental
Retain a group of 50 or less customers that physically come visit the store weekly or biweekly
Begin selective product process

4. Key Publics and Messages


A. Psychographic Profile
a. 13.1% of 2015 Savannah Households
i. These practical suburbanites have achieved the dream of
home ownership. They have purchased homes that are
within their means. Their homes are older, and town homes
and duplexes are not uncommon. Many of these families
are two-income married couples approaching retirement
age; they are comfortable in their jobs and their homes,
budget wisely, but do not plan on retiring anytime soon
or moving. Neighborhoods are well established, as are
the amenities and programs that supported their now
independent children through school and college. The
appeal of these kid-friendly neighborhoods is now
attracting a new generation of young couples. Median age: 40.3.
B. Motivating self-interests
a. Engaging this key public with J. Lynns Consignments is going to bring in
more higher-end products in line with the brand.
C. What objectives the key public will help accomplish
a. Considering this target audiences median age and lifestyle description, we
are able to assume the average age of their children being in their mid-late
teens. Specifying marketing efforts to the parents of a high-school aged
child will not only gain their business but their childrens, childrens
friends, and childrens friends parents. Thus generating the objective of
word-of-mouth.
5. Strategies and Tactics
a. Strategy
Who
Potential customers/staff in Savannah, Maryville, Skidmore, Amazonia,
Rodchester, Helena, Cosby, Mound City, Maitland, Conception
Why
Build, retain and grow a solid cliental. The first year of a new business is
crucial to the future of said business. First impressions, especially within
the retail industry, are crucial to getting people in the door and as well
keeping them coming back in the future.

How
Generating word-of-mouth, marketing efforts, and overall customer
awareness to the Savannah and outlying areas. A strong relationship must
be established among Savannah residents. This should be done by
maintaining outstanding customer satisfaction, community involvement,
direct communication with other well-known local
businesses/organizations, such as; businesses on the square, Savannah
High School, and local restaurants.

Tactics
o Give business cards to others businesses on the square
o Get followers talking on Facebook and Instagram
o Ladies night out
The third Thursday of the month there is a ladies night out and this is
when the store will stay open until 8 or 9 and have a special night for
ladies to come in and shop. There will be light food and drinks available.
This is the perfect time to team up with other businesses in the square and
work together to create the buzz. Perfect event for working moms to get
with their friends and have a night of shopping.
o Facebook and Instagram deals
Have the social media intern create a post with an outfit already assembled
and take the price of both items and subtract $5-$7 and sell the outfit
together. Creates buzz, gets shoppers in and gets 2 items out of the store.
However, the tricky thing with this is you have to make sure to post the
picture, with all sizes and price ahead and only post it on one social media
outlet because it could become too much having it on both. Plus people are
going to then have to follow both social media accounts to make sure they
see all outfits.
o Push the punch cards
Logistics of punches
The purpose of the punches is to get people to come in and have
more incentive to buy the products. The idea behind the punches is
that there will be 6 spots and for each time the customer comes in
and spends $15 or more then they will get a punch, there will be
certain times that certain items receive and extra punch or
promotional events. Each time the customer fills a punch card they
customer receives 20% off their next purchase.
o Have dress showcases
Where the store opens up and hangs dresses all around and the local high
school girls come in and can get a dress for cheaper. This can be on a
Sunday to create extra cash for that month without inconveniencing other
shoppers.
o Fashion show

Team up with the local high school and get them to bring their dresses in
to consign, then host a fashion show on the Saturday before the dress show
case. Gives them all a day to think about the dress they saw on the runway
and then they are more inclined to rush to the store on Sunday and be the
first one to get the dress.

Intern
o This will be a high school student that is interested in taking on the internship for
free due to little to no budget. As the company were to grow there could be a
possibility that they will get an income but to start with it is going to be for the
experience.
o The Facebook page is going to be the first thing that the intern is going to work
on. The reasoning behind that is because the Facebook page is the first thing that
people look at when they look the store up online. This is going to be the best way
to get customers in the door with items to consign but also to get more customers
to come in and shop. The pictures are going to be one of the most important
things that is used because that is what grabs the customers attention and makes
them want to come in. Something that they could use that would be very help full
would be to show case specific items, make an outfit and promote it as a whole.
With that the best tactic would be to give the entire thing a bulk price and maybe
get more people to pay attention to the page to get a deal.
o Once the Facebook page is made the next thing that the intern should work on is
creating an Instagram. Having an Instagram would be helpful to get a photo out
there with little wording and they would be able to showcase different things than
the Facebook page. An Instagram would also be able to target a different age that
would potentially get the store new customers that were not already coming. The
same tactic can be used that is with the Facebook page and having a set price if
the customer came in and bought what was in that picture.

6. Calendar

December 2015
~ December 2015 ~

November 2015

Sun

Mon

Tue

Wed

Have Social
Media Intern
picked out and
ready to begin
Go to town hall
meeting

Create
Instagram

Jan 2016

Thu

Fri

Sat

5
Have 200
Facebook likes

10

11

12
Have 50
Instagram
followers

13

14

15

16

17

18

19

26

Host first ladies


night out

20

21

22

23

24

25

27

28

29

30

31

Notes:

~ January 2016 ~

December 2016

Sun

Mon

Tue

Wed

Feb 2016

Thu

Fri

Sat

2
Have 300
Facebook likes

Town hall meeting

10

11

Have 100
Instagram
followers

12

13

14

15

16

19

20

21

22

23

29

30

Deadline for all


winter formal
dresses

17

18

Host an open
house with all
winter formal
dresses

Ladies night out

24

25

26

31

Notes:

27

28

~ February 2016 ~

January 2016

Sun

Mon

Tue

Wed

Mar 2016

Thu

Fri

Sat

6
Have 400
Facebook likes

10

11

12

13
Have 200
Instagram
followers

14

15

16

17

18
Ladies night out

19

20

~ February 2016 ~

January 2016

Sun

Mon

Tue

21

22

23

28

29

Notes:

Wed

24

Mar 2016

Thu

25

Fri

26

Sat

27

~ March 2016 ~

February 2016

Sun

Mon

Tue

Wed

Apr 2016

Thu

Fri

Sat

10

11

12

13

14

15

16

17

18

19

26

Ladies night out

20

21

22

23

24

25

29

30

31

Notes:

Deadline for all


prom dresses

27

28
Fitting at the high
school with the
girls to walk in the
fashion show

Rehearsal for the


fashion show

~ April 2016 ~

March 2016

Sun

Mon

Tue

Wed

May 2016

Thu

Fri

Sat

2
Host fashion show
at high school
with prom dresses

10

11

12

13

14

15

16

17

18

19

20

21

22

23

29

30

Host open house


for prom dresses

Ladies night out

24

25

26

27

28

7. Budget (Chloe)
Ad Budget
$120.00- Newspaper Graphic Ads ($5-$10 per week)
$300.00- Printing costs (Fliers, Business cards, Punch cards)
$50.00- Banner for outside the store
Free Advertising
Refined Social media- Facebook
Establish Social media presence- Instagram
Ideas through intern

8. Communication Confirmation

Objectives

Strategies

Tactics

Key Public

Self-Interests

Primary
Messages

Determining
and locating
specific target
audience

To increase
store traffic and
generate word
of mouth

Customer
satisfaction
throughout
consigned
clothing and
purchases

Influentials

Loyal and
credible
customers
that supply
consignment
items as well
as purchase
them
Potential
Observing
Communicating Building and
customers in increase in
with customers
sustaining
Savannah and cliental on a
regularly on an
relationships
surrounding
month-byinterpersonal
with
areas
month basis
level
customers
and the
Savannah
community
Advertise
More designer
Positive first
Social media
heavily to
clothing coming impressions with intern/models
Savannah
in
customers and
High School
consigners
students

9. Evaluation Criteria and Tools


a. The most basic level of measuring effectiveness comes from compilations of
message distribution and media placement. One form of evaluation is simply to
count how many news releases, feature stories, photos, letters, etc. are produced
in a given period of time.
b. Measuring the effectiveness of public relations involves the measurement of
changes in attitudes, opinions, and behavior, which can often be subjective and up
to interpretation.
c. Social media measurement refers to tracking social content such as blogs, wikis,
news sites, and social networking sites such as Twitter and Facebook, as a way to
determine the volume and sentiment of online conversation about a brand or
topic.
i. Facebook insights
ii. Buffer
iii. Hootsuite
iv. Google Alerts

Marketing Materials and Tools

Fake Facebook Post

Facebook Insights Step-by-Step

Storefront Banner

Punch Card

Business Card

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