Logistics Report for

Goals, Objectives and Strategies

1. Goal: To offer a broader range of sizes to appeal to all women.
a. Objective: to offer our current clothing to women of a broader size range, by
providing sizes 0 through 19 (25-34) within three months (by January 31st, 2018).
b. Strategy: Sell merchandise, both in store and online, that appeals to a broader
age group and appeals to women of all sizes.
c. Tactics:
i. Francesca’s will make at least 50% of clothing articles available for
purchase available in all 10 sizes offered, by doubling their production
size by December 31st, 2017.
ii. Francesca’s will do a press release on January 1st, 2018 stating that they
will now be offering 10 sizes of every article of clothing sold under the
Francesca’s collections name. This will be available in every store and
online by January 31st, 2018.
2. Goal: To develop a line of athletic wear.
a. Objective: to introduce an athletic line of 6 athletic bottoms and 6 athletic tops
within three months (by January 31st, 2018).
b. Strategies:
i. Utilize social media from a collective front including: Twitter, Instagram,
Facebook, Snapchat, and Pinterest, to market the new athletic line.
1. Generate media specific advertisements after the initial launch
athletic line.
a. Twitter: Promoted Tweets
i. Tweet about the athletic line with a link to the
website asking people to check out the new line and
to retweet if they like what they have seen on the
website.
b. Instagram: Promoted Instagrams
 i. Using the client’s business instagram account the
marketing team will select images of the new
athletic line to promote within the client's account.
c. Facebook: Ads that come up in the middle of videos.
i. When facebook user meet the client’s audience
demographics the will receive advertisements from
the client during the videos they view on Facebook
d. Snapchat: Sponsored filters
i. Filters for both the whole image and specific face
filters.
e. Pinterest: GIFs of Francesca’s products in Pins of their own
ii. Launch an endorsement campaign with Lindsey Vonn, the olympic skier,
to broaden the awareness of the launch of Francesca’s athletic clothing
line.
c. Tactics:
i. Francesca’s will hire a fashion design team to create an athletic design that
will online be sold at Francesca’s by November 30th, 2017.
ii. Francesca’s will develop a series of advertisement techniques, specifically
with Snapchat, by creating both short video ads as wells as sponsored face
filters in direct relation to the athletic clothing line launch by January 1st,
2018.
1. In addition to generating an advertisement campaign specifically
designed for Snapchat, a social media team will also be responsible
for creating social media advertisements designed for the specific
social media platform on which they will be featured.
iii. Francesca’s CEO will assign a task force of a mix of members of
corporate and outside consultants to organize the planning, launching, and
marketing of the new athletic wear line. Furthermore, Lindsey Vonn will
be the new endorsement force of the athletic line by January 1st, 2018.
3. Goal: To create a relationship with the brand, and potential and current customers.
a. Objective: to obtain 1,000 new Facebook followers within 3 months of starting a
new social media campaign (by January 31st, 2018).
b. Strategy: To create a social media campaign specifically designed for Facebook,
to increase awareness of the brand.
c. Tactics:
i. Francesca’s will hold a community event in Houston, Texas, where
Francesca’s headquarters are located, on December 9th, 2017.
ii. Francesca’s will hire an individual to manage the Francesca’s Facebook
page by November 30th, 2017.
Tactics
1. Francesca’s will add an executive position to their company board solely for the purpose
of focusing on the smooth implementation and continuation of the new size trends for the
next fiscal year.

Implementation Plan
1. Messages and themes
a. Target a wide range of existing and potential Francesca’s customers. The social
media campaign will contain information regarding the release of more sizes as
well as the new line of athletic wear. These explanations will be done with the
goal of creating a relationship with the brand, and existing and potential
customers. The overall theme will aim to convey a message of a well-rounded
clothing company marketed to women of all sizes and styles.
2. Channels
a. The main channels will be online channels such as the Francesca’s website and
social media. Ads run through Twitter, Instagram, Facebook, Snapchat, and
Pinterest will be effective as the wide variety of social media will provide
Francesca’s with the opportunity to reach larger audiences. Campaigns will be
designed for specific social media sites they are seen on. This will allow for
current customers as well as future customers to see differing updates from
Francesca’s.
3. Budgeting
a. Francesca’s will sign a $500,000 endorsement contract with Lindsey Vonn. All
social media marketing materials for both the release of more clothing sizes, and
the release of an athletic wear line will be determined and pre-approved by the
client based on suggestions from the agency, is will include paid ads and
sponsored social media content. The wage for the Facebook social-media
manager will be determined by Francesca’s hiring director.
4. Timetables
a. Francesca’s will hire a design team to design and execute the athletic clothing line
by November 30th, 2017. Francesca’s will hire a new social media manager for
Facebook by November 30th, 2017. Francesca’s will hold a community event in
Houston on December 9th, 2017. Francesca’s will double their production size by
December 31st, 2017. Francesca’s will do a media release on their full range of
sizes on January 1st, 2018. Francesca’s will launch multiple social media
advertising campaigns by January 1st, 2017. Francesca’s will begin a task force of
marketing the endorsement campaign of Lindsey Vonn for the athletic clothing
line by January 1st, 2018. Francesca’s will have a larger range of sizes from 0 to
19 by January 31st, 2018. Francesca’s will have an athletic line available in their
store on January 31st, 2018.
 5. Volunteer coordination
a. Seventy-five volunteers for the community event in Houston will be needed;
Francesca’s employees will be invited to volunteer for the Houston reachout
event. Further details and development of this event will be determined by the
client.
6. Special needs
a. Consent from the client to operate on their behalf to develop advertising
campaigns for multiple social medias. The hiring of social media manager, and a
design team by the client. The client will be responsible for all charges, which
will be agreed upon, and a budget will be set before the development of the
campaigns begin.

AGREEMENT FOR ADVERTISING, SOCIAL MEDIA, PUBLIC RELATIONS,

MARKETING AND DESIGN

THIS AGREEMENT (“Agreement”) between M.S.C. Consulting, a Wisconsin (hereinafter

“M.S.C.”) with its principal place of business at 2001 Alford Park Drive, Kenosha, Wisconsin
53140, and francesca’s® (hereinafter “CLIENT”), with its principal place of business at 8760
Clay Road, Houston, Texas, 77080.

WHEREAS, the purpose of this Agreement is to state the terms and conditions under
which M.S.C. will furnish its services to CLIENT.

NOW, THEREFORE, for good and valuable consideration, the parties agree as follows:

SECTION 1. TERM
This agreement shall commence on from September 7, 2017 and shall continue in full force
and effect until terminated as provided in Section 4, or until December 22, 2017.

SECTION 2. DISPUTES & QUESTIONS

For any disputes and/or questions please contact the Main Contact, Dr. Kimberly Kulovitz.

SECTION 3. OBLIGATIONS OF M.S.C.

 M.S.C. agrees to provide advertising, marketing, public relations, social media, web
development and design services to the CLIENT. There will be no cost associated with these
services as M.S.C. will be operating on a pro bono basis for the Carthage College
Communications Management Course.

SECTION 4. OBLIGATIONS OF CLIENT

4.01. CLIENT shall provide MSC and its authorized employees and agents timely and
reasonable access to its information and property for the purpose of MSC’s services.

4.02. CLIENT will responsible for paying for hiring fees, endorsement contracts, and
wages of new officers within the company.

SECTION 5. TERMINATION
5.01 Expiration of Agreement. Unless otherwise terminated as provided for herein, this
Agreement shall continue in full force and effect until December 19, 2017 when the Fall
Semester of 2017 comes to a close.
5.02 Termination on Notice. This Agreement may be terminated upon 30 days written notice
by either M.S.C. or CLIENT.

SECTION 6. PROPRIETARY RIGHTS

6.01 Ownership. CLIENT agrees that any images, logos, intellectual information, slogans, or
trademarks, that are used or created for CLIENT by M.S.C. are acceptable and property of
CLIENT.

6.02 Confidentiality. Both M.S.C. and CLIENT understand that in connection with this
Agreement, it has been furnished and will be furnished to be kept confidential and will not
disclose, divulge or use for and purpose, other than in the terms of this Agreement, unless
such confidential information is known or becomes known to the public in general.

Executed this __________________________ day of ____________________, 20___.

M.S.C. CONSULTING FRANCESCA’S

Sign: __________________________ Sign: _________________________
Name: ________________________ Name: ________________________
Title: _________________________ Title: ________________________

M.S.C. CONSULTING
Sign: __________________________
Name: ________________________
Title: _________________________
M.S.C. CONSULTING
Sign: __________________________
Name: ________________________
Title: _________________________

M.S.C. CONSULTING
Sign: __________________________
Name: ________________________
Title: _________________________
 Francesca’s Background Research Report
SWOT Analysis

STRENGTHS
What do you do well?
What unique resources can you draw on?
What do others see as your strengths?
WEAKNESSES
What could you improve?
Where do you have fewer resources than
others?
What are others likely to see as weaknesses?

OPPORTUNITIES
What opportunities are open to you?
What trends could you take advantage of?
How can you turn your strengths into
opportunities?
THREATS
What threats could harm you?
What is your competition doing?
What threats do your weaknesses expose you
to?

Strengths
● Consistent sales continued through holiday season
● Special boutique atmosphere
○ Neighborhood boutique despite 670+ locations
● New merchandise 5 days a week
● Pricing isn’t extraordinarily high
● Sells makeup and skin care products
● Many people know the company’s name
● Well known target audience

Weaknesses
● Not a wide variety for merchandise
● Only women’s clothing
● Competing with other women’s boutiques/red ocean
● Pricing isn’t extraordinarily low
● Small locations
○ Small staff
● Market is narrow
● Does not sell a wide range of clothing sizes
● Clothing targets a limited age range, 16-26

Opportunities
● Keep expanding
● Explore new markets/customer bases
● Utilize the uniqueness of brand to improve PR and marketing
 ● Expand into athletic-wear market

Threats
● Competing with true single location boutiques
● Keep up with current social media in order to market to their desired customer base
● Merchandise stock fluctuation
● Competition is offering larger size ranges
 Communication Audit
1. Francesca’s Mission Statement:
a. Delight every guest, every time!
b. To find the most fashionable and desired items in women’s clothing, accessories
and gifts from across the globe.
2. Problem/Opportunity Analysis
a. The problem is Francesca’s market is very narrow (marketed toward a 10 year age
bracket, teenage and young adult women).
b. This problem is occurring company wide.
c. This had been a problem from the start of the company. They cater to a narrow
market, allowing them to know their market very well even if it limits them.
d. This is problem is an opportunity for Francesca’s to widen their audience and
cater to a larger age bracket. Francesca’s can benefit from a wide, market because
it would increase their sales. Francesca’s goal is to expand their market and
appeal to middle-aged women, while keeping their current customer base of
teenage and young adult women.
3. Audit
a. The organization is communicating about their merchandise and how to use their
merchandise on a daily basis. They’re communicating their brand and
merchandise well. Merchandise includes clothing and footwear for every season.
b. On January 13, 2016 Francesca’s held a Board of Directors meeting where they
outlined six goals. The two goals that are focused towards external
communication are, “Differentiate and Personalize In-Boutique Guest
Experience” and “Cultivate and Expand Branding and Marketing”
 Client Interview Questions

1. What are the main goals for the company?

2. What is the demographic Francesca’s is catering to?
3. What do you believe your greatest strength within your market is?
4. How do you think the Francesca’s client base would react to an athletic wear line?
5. What do you do to market to new customers?
6. Is the Francesca’s Collection marketed to women of all shapes and sizes?
7. Would the Francesca’s Collection be interested in expanding the number of sizes offered?
8. How could Francesca’s appeal to a larger age group?
9. How have discount sales improved or hurt the overall income of the company?
10. How do you think Francesca’s can grow as a company?