Professional Documents
Culture Documents
PR PLANNING
TEMPLATE & BOOKLET
J. Lynns Consignment Savannah, MO
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
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
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
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
10
11
Have 100
Instagram
followers
12
13
14
15
16
19
20
21
22
23
29
30
17
18
Host an open
house with all
winter formal
dresses
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
20
21
22
23
24
25
29
30
31
Notes:
27
28
Fitting at the high
school with the
girls to walk in 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
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
Storefront Banner
Punch Card
Business Card