2. The Brand
• Make Meaning an entertainment
destination start-up where people of
all ages can have fun & be creative.
• The brand, logo, colors and design
are colorful and reflect the company's
mission to create “fun,” "memorable"
and creative experiences for guests.
• A retail chain that offers crafts
experiences with emphasis on the
customer “experience.”
5. Challenges
• To recruit 40 Store Associates in short
amount of time
• Jobs are low paying and part-time
• Brand is “not” established (unknown)
• History of “undependable” employees
• Need to increase level of professionalism
• Need to raise quality of customer service
dependability, communication skills, that
are stable.
6. The Plan
Objective: To engage potential employees “moms” or
“grandmas” in conversations about Make Meaning
“experiences” to spread word of mouth testimonials about how
“fun” it is to work at Make Meaning
Strategy: Build out engaging social media & create public
events to generate interest in working at Make Meaning
Identify Target Audience: Mom’s and Grandma’s looking for
supplemental income.
7. Target Audience
• Moms & Grandmothers looking to return to work for
supplemental income
Insights
8. Insights
• Mature candidates are likely to be
more dependable than young
candidates
• Tend to be more stable and less likely
to jump ship
• Would possess skills necessary to
work with children which is a large
percentage of Make Meanings
customers
• Are more likely to connect with Mom’s
• Mom’s are highly engaged in social
media
9. Insights
• 16 MM Moms in U.S. with kids
• Mom’s looking for community and
are active on social media
• 94% seek advice of others before
buying products or try out new things
• 97% give advice to others about
products they bought
• Most Influential tools are reviews
emails & friends/family suggestions
*Data from NYU Shopper Study
11. Target Opportunity
• Build out fan page on Facebook with pictures & video
testimonials on why it’s fun to work at Make Meaning.
12. Target Opportunity
• Invite moms to show us their creativity by posting a 1 minute video on
Facebook on why we should hire them to work at Make Meaning.
15. Budget for Social Media
• Photography costs $1,000 for photo shoot at store
• Cost to run 3 Targeted ads based on CPM on Facebook $500.00
• Video shoot 1 days for 20 sound bytes edited into 25 sec videos
$3,000 includes one camera person, lighting, microphones and
editing with graphics
• Graphics design and copy produced by in house graphics
department
• Social media community and content management done in house.
• TOTAL - Social Media spend $4,500.00
16. Target Opportunity
Crafts on the go to attract mom’s & children and invite them to create a
project for a “Mommy & Me” or “Grandma & Me” “experience”
“Crafts Mobile” for people to “experience”, fun, creative crafts
activities on the go
17. Target Opportunity
Hold public event “Make Meaning Crafts Experience” where
participants who are interested in a job get to show us how they
would “create” fun experiences for our customers.
Crafts on the go to attract mom’s & children and invite them to create a
project for a “Mommy & Me” or “Grandma & Me” “experience”
18. Target Opportunity
• Promote event details via social media and ask people
“Where’s the Crafts mobile today?” tell them when and where
to show up
• Best participants would be invited to interview
• Fully equipped truck with all necessary supplies for soap and
candle making
• Truck would travel to fairs, festivals, stadiums “prior” to
events, crafts shows, and flea markets
Crafts on the go to attract mom’s & kids for “Mommy & Me” or “Grandma
& Me” time
19. Budget for Crafts Mobile
• Purchase of used white school bus from
EBay $3,200.00
• Cost to refit bus with counters, stools, repaint
black area with logos $2,000.00
• Outfit bus with storage area and fill with
supplies for crafts projects with storage for
soap and candle making $1,000.00
• Cost to staff bus with 4 ACE's, a driver and
event coordinator for 8 hours 4 ACE'@ $12 an
hour = $384.00, 1Driver@ $14 an hour =
$112.00 (not including gas) and Event
Coordinator @ $17 an hour = $136.00
• TOTAL - Cost of bus $6,200.00
• TOTAL - Cost of outing for bus and staff per
outing $631.00
20. Target Opportunity
Distribute “Have Fun at Work” cards to staff to distribute for employee
referral program. Employees would get bonus for hires.
21. Target Opportunity
Distribute “Have Fun at Work” cards to staff to distribute for employee
referral program. Employees would get bonus for hires. Cost of printing
trifold cards $50.00 with outside vendor.
22. Results
• Social Media: will start conversations and generate
word of mouth advertising
• Crafts Mobile: will get people talking about brand while
demonstrating how “fun” it is to work at Make Meaning
and do the “experiences”
• Other potential Outcomes: Improve brand recognition,
increase walk-in traffic to stores, increase revenue and
generate interest in the “experience” of creating
projects, increase web traffic, book more events and
drive people to apply for our jobs online
