1. Fashion Merchandising Promotion Plan
Carmel DECA Chapter
Carmel High School
520 E. Main Street
Carmel, IN 46032
Sally Pearson, Rhea Gajaria, and Manali Patel
January 10, 2015

2. Table of Contents
I. EXECUTIVE SUMMARY ..............................................................................................................................1
ll. DESCRIPTION OF THE STORE.....................................................................................................................2
lll. OBJECTIVES .............................................................................................................................................2
IV. SCHEDULE OF EVENTS..............................................................................................................................3
A. SPECIAL EVENTS................................................................................................................................3
B. ADVERTISING....................................................................................................................................5
C. DISPLAY............................................................................................................................................7
D. PUBLICITY.........................................................................................................................................7
E. OTHER IN-STORE ACTIVITIES ..............................................................................................................8
V. RESPONSIBILITY SHEET.............................................................................................................................8
VI. BUDGET................................................................................................................................................10
VII. STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT .....................................................................11
VII.BIBLIOGRAPHY…………………………………………………………………………………………………………………………………………..11

3. 1
I. EXECUTIVE SUMMARY
Plan Description: “The ON Spooky Extravaganza” aims to increase the profit of the Carmel Old Navy store by
using product penetration to introduce a brand new costume line, “Little Pumpkins”, available in stores for the
upcoming Halloween holiday. In addition, the Old Navy Carmel store’s partnership with the Carmel Education
Foundation will build positive brand image and gain support from local customers as the community consists of
higher income individuals who value exceptional educational programs. Special events, such as an exclusive in-
store fashion show and Carmel’s annual Ghosts and Goblins 5k Run, will be instrumental in promoting the brand
new costume line to the parental demographic and getting foot traffic in the store to purchase the current fall
fashion.
Target Market: Old Navy Carmel is centered in a pristine outdoor fashion mall in one of the wealthiest and most
educated communities. Carmel was rated third in Money Magazine’s 2012 “Best Places to Live.” The “ON Spooky
Extravaganza’s” main target demographic is parents with children ages
0 to 9 years, which are the sizes for the “Little Pumpkins” costume line.
The following Carmel demographics provide rationale as to why this
plan will increase profit for the store:
16.5% of residents are children 1 to 9 years of age
47.7% of residents are married with children
67.6% of adults have at least a four year college education
Promotional Methods: The “ON Spooky Extravaganza” will run from September 19, 2015, through October 31,
2015. A budget of $16,582 will support specific style events and promotion plans for the brand new costume line
called “Little Pumpkins” for the upcoming Halloween holiday. Promotion of this line will begin September 19th with
the release date of the costume collection where the store will be decorated in a Halloween theme and in store
promotions will be available. Throughout the months of September and October, in store advertising will include
heavy marketing at the cashier with bag stuffers, a plastic pumpkin giveaway to select customers, and the pitching
of a brand new loyalty card. Increasing the brand image and broadening the customer base will occur in out-of-
store activities including direct mailing cards, sales associate’s involvement in promoting our partnership with the
Carmel Education Foundation, and staffing of a booth at Carmel’s annual Ghosts and Goblins Run.
Schedule of Events:
Statement of Benefits: The “Little Pumpkins” costume line will boost quarter 4 sales by 5% with its affordable
appeal for the short Halloween season. The costume line will attract families into the store, where they will be
tempted to purchase current fall fashion lines in addition to their costume, heavily increasing foot traffic into the
store. The “Spooktacular Fashion Show” in addition to the Ghost and Goblins Run will increase the community’s
awareness of the relationship with the Carmel Education Foundation, portraying Old Navy’s brand positively as
more than a retail store, but as an asset of the community.
Objectives of the “ON Spooky Extravaganza”
- Increase profits for October by 5% through the introduction of the “LittlePumpkins” Halloween costume line
- Gain a more positive brand image in order to encourage repeat customers by creating a closer relationship with
the Carmel community
- Appeal to the family-oriented Carmel community by creating a working relationship with the Carmel Education
Foundation

4. 2
ll. DESCRIPTION OF THE STORE
Being a part of one of the most respected
and well known multinational companies, Gap Inc.,
Old Navy has used its corporate status to brand
itself as one of the friendliest and most family-
oriented retail stores. While maintaining an all-
American style, Old Navy dominates the fashion
industry by providing affordable clothing without sacrificing the quality of their merchandise. Old Navy Carmel’s
optimum location in Carmel’s pristine outdoor fashion mall, Clay Terrace, has put them in the best position as one
of the mall’s leading anchor stores with a strong customer base. Their existing reputation as being an iconic branch
of one of the most respected companies in the world, in addition to their notable customer service as a local
flagship store, has made Old Navy Carmel a popular destination for shoppers.
lll. OBJECTIVES
Increase profits during the month of October by 5%
o Through “The ON Spooky Extravaganza”, Old Navy Carmel increases revenue by expanding their
product line. This implementation will provide a greater number of reasons for customers to
purchase from Old Navy Carmel during the month of October due to the autumn season and
holiday of Halloween. Old Navy Carmel’s typical quarter 4 growth fluctuates anywhere from 1% to
6% depending on the situation, so 5% is a realistic goal.
Create a strong community-oriented brand image
o The favorable image we will create from our partnership with the Carmel Education Foundation in
addition to the interaction between sales associates and customers at the in store fashion show
and promotional Ghosts and Goblins Run will forge lasting relationships with our customers.
Instead of feeling treated like a source of profit, our customers will be impressed with the consistent
friendly ambiance amongst our associates and will want to come to Old Navy Carmel. They will feel
that their money isn’t just going towards fashion clothing, but a friendly and fun shopping
experience. In order to achieve this objective, we propose the following tactical objectives:
 Have at least one sales associate on the sale floor at all times to aid customers and to
inform them of our brand new costume line.
Carmel at a Glance
Carmel United States
Average
Median
Income
$101,494 $48,374
4 Year
College
Grad
37.64% 17.88%
Married with
Children
47.73% 32.53%
Income Group
withinRegion

5. 3
 Engage each customer, specifically when they are checking out, informing them of
upcoming special events regarding the “ON Spooky Extravaganza”.
Create a working relationship between Old Navy Carmel
and the Carmel Education Foundation
o By having a strong partnership with the Carmel
Education Foundation, Old Navy Carmel will be
able to create stronger ties with the Carmel
community and demonstrate their caring, all-
American image. Customers will be more inclined
to purchase clothing from the retail store, due to
family-friendly policies and practices.
IV. SCHEDULE OF EVENTS
A. SPECIAL EVENTS
Event Date Rationale
Little Pumpkins Costume
Line Release
September 19,
2015
● Get customers excited about our future events
for the costume line
● Inform community of upcoming seasonal
promotions
Spooktacular Fashion Show October 3, 2015
● Provide exclusive event for members
● Convince non-members to get a loyalty card
● Promote the “Little Pumpkins” costume line
● Portray Old Navy Carmel as a family store
Ghosts and Goblins Run
Sponsorship
October 26,
2015
● Build more community-oriented brand image
● Expand customer base through direct contact
with Old Navy employees

6. 4
Little Pumpkins Costume Line Release: Old Navy Carmel will introduce the new
clothing line, “Little Pumpkins,” in early September 19, 2015, consisting of
Halloween costumes for boys and girls ages 0 months to 9 years of age. This
costume line is intended to get families and their children excited for Halloween
and provide an introduction to aid our special events. If customers choose to
purchase one of the costumes the day of the release, they will receive 20% off
their purchase and a plastic pumpkin displaying the “ON Spooky Extravaganza”
logo. The costumes will be displayed on children mannequin at the front entrance
of the store and black and orange balloons will be displayed around the store.
Figure 1 provides an example of this fun costume line.
Spooktacular Fashion Show: Old Navy will hold its
very first Fashion Show on October 3, 2015,
specifically targeting mothers and their children as
they purchase costumes and fall clothing for the
upcoming Halloween and current Fall season. The
“Little Pumpkins” line will be promoted at this event.
The event will be held from 4:00 pm to 7:30 pm so
children will be home by their typical bedtime. The fashion show will be an exclusive event for customers with brand
loyalty cards or store credit cards. The exclusivity of the Fashion Show event will make customers eager to sign up
for one of the loyalty programs. Figure 2 is an approximate idea which shows the outside of the Old Navy Carmel
store. There will be an “Orange Carpet,” which includes a backdrop featuring the Carmel Education Foundation and
Old Navy logos. Mothers will be encouraged to pose with their children on the carpet for a free picture. The photo
will be given inside a photo sleeve with a classy Halloween themed border. Once inside, customers will be able to
participate in kid friendly events such as a supervised pumpkin carving station and a face painting station where a
professional will be providing free services. Refreshments such as bite-sized snacks with a Fall theme will be
served. Snacks include hot cocoa, apple cider, pumpkin chocolate chip cookies, and miniature apple pies. This
provision of delicious treats and beverages will increase sales because customers are in a positive mood.
Managers and sales associates, along with their children, will walk down the runway set up in the middle of the
store. The adults will be wearing clothing from Old Navy’s Fall fashion line from the women’s department while the
children will be wearing costumes available for purchase in the store from Old Navy’s brand new children's line of
Figure 1
Figure 2

7. 5
Halloween costumes. Customers will receive a brochure entailing every single item that will be presented on the
runway that night and will be able to mark those items for purchase that night in the store or can reserve the fashion
for purchase at a later date if stock runs out.
Ghost and Goblins Run: Old Navy will sponsor the city of Carmel’s
annual Ghosts and Goblins Run held on October 26, 2015, where families
are encouraged to dress up in creative Halloween costumes and
participate in a 5k or 2k run. The Ghosts and Goblins Run donates all of
its proceeds to the Carmel Education Foundation, providing grants to
teachers. The affiliation Old Navy will build with this Foundation that is
supported by most of Old Navy’s target market, parents, will encourage
our customers to purchase from a store that is supporting the community.
Race t-shirts that runners can pre-purchase during the registration process
will feature Old Navy’s logo. Figure 3 provides a visual representation of
the shirts that will be worn by runners; the front being Figure 3 with the
Ghost and Goblins Run logo and the back being Figure 4 listing the
sponsors, the Carmel Education Foundation and Old Navy. In addition, the
banner at the end of the race will have Old Navy’s logo. Sales associates
and the store manager will have a booth set up after the race where people may accept a recyclable bag whose
contents will include a free water bottle to quench thirst in addition to a coupon for five dollars off any purchase of at
least thirty five dollars or above redeemable towards their next visit to Old Navy Carmel. Employees scheduled to
work the booth will be required to wear Old Navy merchandise. Managers working the booth will bring along their
children dressed in the “Little Pumpkins” costume line to provide a visual aid to runners. The availability of friendly
employees will build close relations and encourage repeat customers to Old Navy Carmel. This partnership with the
Carmel Education Foundation will create a positive brand image in a city that values education and will encourage
Carmel’s parental demographic to purchase from Old Navy.
B. ADVERTISING
To create a successful campaign, Old Navy will use a variety of advertising techniques to spread the word and
attract customers to the “ON Spooky Extravaganza.” Sales personnel will be trained to engage customers and get
them excited about Old Navy’s upcoming events, which is key to get a large customer base involved during the
short duration of the “ON Spooky Extravaganza.”
Figure 3
SPONSORS

8. 6
Direct Mailing: The direct mail campaign will send information about
the “ON Spooky Extravaganza” directly to Carmel families. The flyer
will have a Halloween theme to reinforce our seasonal costume line,
will reveal the opening date for the “Little Pumpkins” line, and will
inform recipients of a 20% promotional discount off their entire
purchase in store with the purchase of a costume, as seen in Figure 4.
Brand Loyalty Card: Currently, Old Navy offers a store credit card to
customers to encourage loyalty through special promotions. However,
the current incentives lack customer interest. In addition, a concern is
that the Carmel community’s general knowledge potential damage to
their credit score through multiple credit lines makes them hesitant to
sign up for the program. During the months of September and October,
incentives will be offered to sign up for the new brand loyalty card
system. Incentives include VIP invitations to style events, such as the upcoming “Spooktacular Fashion Show,”
20% off purchases during the week of their birthday, and early access to sale events such as Old Navy’s famous
“One-Day-Wonders”. The “One-Day-Wonders” events offer a specific piece of popular merchandise heavily
discounted for a limited time to create urgency for customers to get to an Old Navy before stock runs out. Figure 5
is a visual of our card. Once members of the card system, customers who
register for the Ghosts and Goblins Run can get 30% off the purchase of a
“Little Pumpkins” costume with a portion of the proceeds going to the Carmel
Education Foundation. This offer not only promotes the run but also creates
loyal customers. These incentives would take into account the best interest of
the customers, company and the Carmel Education Foundation.
Promotional Bags: In order to bring awareness to shoppers of Old Navy Carmel’s fun Halloween-themed
promotion the store will distribute promotional bags starting September 19th through the end of October. Bags will
display the Old Navy Carmel and the Carmel Education Foundation’s logo. The main avenue of marketing will lie
with the distribution of plastic shopping bags, or the bags that clothes are placed in every day. These bags will
display the new “ON Spooky Extravaganza” logo. This advertising will spark interest in the events Old Navy Carmel
is involved in during Halloween and increase foot traffic in the store. Throughout October and late September,
these bags will be used, reminding customers of the new costume line and the “ON Spooky Extravaganza”.
Figure 4
Figure 4
September 19th
20% off
*With purchase of a
costume
deREWARDS BY YOU
Figure 5

9. 7
Instagram: The benefits of social media as a free medium with which to inform interested customers of events and
promotions at Old Navy Carmel for the first ever “ON Spooky Extravaganza” will be used through Instagram.
Customers in our specific target market, mothers, will be able to feel completely immersed in the Halloween
celebration at Old Navy Carmel. They will be able to see pictures of employees and customers interacting at
themed events such as the “Spooktacular Fashion Show” in addition to seeing daily photos of fun things going on at
Old Navy like decorating the store in Halloween décor and much more while following our account.
C. DISPLAY
The “ON Spooky Extravaganza” will give Old Navy a new, exciting
look that will attract customers immediately. Festive window displays
and decorations, such as pumpkins, fake spider webs, and
broomsticks will be used to give the store an immediate attractive
aesthetic related to Halloween. Regarding the actual display and set
up inside of the store, the “Little Pumpkins” costume line, displayed on
mannequins, will be placed near the front entrance so customers are
immediately hooked. The area of display is shown in the Figure 6. A
Merchandising Manager will be on board to figure out the exact
specifics of item location and general store set-up.
D. PUBLICITY
Old Navy Carmel will host a contest open to any child or teenager
from Carmel Clay Schools, given parental consent. Students of Carmel with a strong passion for fashion
merchandising will have a rare opportunity to develop and design a costume for Old Navy’s 2016 “Little Pumpkins”
line. Old Navy managers will choose a winner with the most creative and aesthetically pleasing costume. The
winner will receive a $1,000 scholarship towards their college tuition from the Carmel Education Foundation, will
have their costume included in the 2016 “Little Pumpkin” costume line, and will have a front cover spread in the
local newspaper, “Carmel Current.” This spread in Carmel Current will serve as positive publicity for Old Navy
Carmel. The spread will reach a broader demographic in Carmel, who will then be aware of Old Navy’s new
costume line, and be excited to see it next year. The publicity will give Old Navy Carmel a more positive brand
image since customers will see the competition as a creative and innovative way that Old Navy is fostering career
interests for young Carmel residents.
Figure 6
Costume
Line

10. 8
E. OTHER IN-STORE ACTIVITIES
Text Service: Signs will be displayed throughout the store
alerting customers that if they send the text message “No trick,
just treat” to 5442 (Old Navy Carmel’s store number), they will
be able to receive 10% off their purchase of a “Little
Pumpkins” Halloween costume. Along with receiving the
coupon, customers will then be sent messages on upcoming
in-store special events such as the “Spooktacular Fashion
Show” and basic sales events. Figure 7 provides a preview of the advertisement.
Presentation of Carmel Education Foundation at Register: As one of Old Navy Carmel’s goals is to create a
relationship with the Carmel Education Foundation, customers will be presented with a brief explanation of the
Foundation and asked if they are interested in donating money to it at checkout. This tactic will spread awareness
about the Foundation and demonstrate that Old Navy Carmel is taking interest in the education of students in
Carmel. The approach is designed to attract more families with children and increase profits through a visible
partnership.
Old Navy Plastic Pumpkin Giveaway: On the “Little Pumpkins” release date customers will receive a free plastic
pumpkin with the Old Navy logo displayed on the back if they include a costume from the line in their purchase
during that in store style event. When young children go around trick or treating through their neighborhoods, they
will be proudly showing their Old Navy Carmel logos. This publicity will demonstrate Old Navy’s community
interaction with Carmel while providing a public relations promotion tool to enhance the Old Navy image.
V. RESPONSIBILITY SHEET
In order to efficiently promote our brand new product, the Old Navy Carmel store employees will need to
work in a hierarchical fashion to meet sales quotas and to get both current and new customers to sign up for our
brand loyalty program. The loyalty program will provide a medium for the store to keep customers informed of Old
Navy’s style events, the “Ghost and Goblins Run,” and the annual “Spooktacular Fashion Show.” For a maximized
profit, all positions play an imperative role. Below are listed the specific tasks assigned to the sales associates and
specialized managers to guarantee our success.
Figure 7
“

11. 9
Sales Associates:
 Promote brand loyalty card along with the accompanying features and special events that loyal customers
will be able to attend
 Inform customers of sale events and upcoming promotions during checkout
 Insert flyers containing information on the Ghosts and Goblins Run and “Spooktacular Fashion Show”
inside each bag during checkout
 Ask customers during their checkout if they’d like to donate to the Carmel Education Foundation, the
incentive being a five off thirty five coupon for future use as a later date.
 Be available at the booth at the Ghost and Goblin’s Run to build customer relations
 Walk the runway at the “Spooktacular Fashion Show” along with their kids, if applicable, who will model the
costume line
Store Manager:
 Schedule an in-store meeting on September 11th as well as a check-up meeting and team evaluation on
October 2nd to ensure employees are fulfilling their roles
 Create the Old Navy Carmel Instagram, ensuring pictures of the “Little Pumpkins” costume line are being
posted in addition to pictures promoting our special events and additional creative visuals relating to the
“On Spooky Extravaganza”
 Maintain a close relationship with the Carmel Education Foundation and address any of the Foundation’s
concerns
 Reserve a booth at the Ghost and Goblins Run in the month of September in addition to supplying flyers
and candy to give to people to promote Old Navy Carmel’s “Little Pumpkins” costume line
 Order sufficient amount of direct mailing packages, promotional shopping bags, and race t-shirts from
corporate
 Advertise the first “ON Spooky Extravaganza” competition for children in the “Carmel Current” and at the
Carmel Clay Schools through the Carmel Education Foundation. Lead the process to select the event
winner
Merchandising Manager:
 Style the sales associates using Old Navy Fall line merchandise for the fashion show as well as dressing
the kids of the employees in the “Little Pumpkins” costumes
 Ensure merchandise is being properly displayed at point of purchases

12. 10
 Hang posters in the store windows promoting style events and the 5k run
 Styling mannequins in the fall and costume line and ensure the appropriate amount of stock in store to
meet customer demand
 Display “Trick or Treat” text service in store and other signage on days of promotion
Hiring Manager:
 Ensure sales associates are following guidelines regarding promoting the “ON Spooky Extravaganza” on
the sale floor and especially at the cashier
 Schedule a sufficient amount of people to work the fashion show, farmer’s market booth, and Ghost and
Goblins Run
 Train sales associates on how to promote the “ON Spooky Extravaganza.”
o Advise associates on how to build relationships with customers
o Show associates how the line must be represented and promoted
 Consistently supervise sales floor along with the working associates
VI. BUDGET
The budget for the current campaign is going to be $16,582 and this is an appropriate amount reflecting the
store’s location and size. Since Old Navy is a large corporation, television advertising is not required. Since last
year, Old Navy has cut back on television advertisements because they believe it is very expensive and that many
customers already know of their brand. For each event that Old Navy is sponsoring, the amount needed will go
directly to starting up the event. By using the money to start up these events, Old Navy’s return on investment is
Promotion Description
Cost
*note that the cost
includes all expenses
for the specific event
Little Pumpkins
Costume Line
Since Old Navy Carmel is in such a family oriented
community, this event is going to offer Halloween costumes to
children up to the age of 9 starting in September.
$5,210
Ghosts and
Goblins Run
Old Navy Carmel is going to sponsor the run held on October
26, 2015, which is a 5k or 2k run where all proceeds go to the
Carmel Education Foundation.
$3,887
Spooktacular
Fashion Show
On October 3, 2015, Old Navy Carmel is going to have their
first fashion show that will specifically target mothers and their
children as they are purchasing their costumes and fall
clothing.
$6,898
In store handouts Flyers will be given to the customers as they are checking out
and they will have a $5 off any $35 or more spent in the store.
Quantity - 6,000
$587
Total $16,582

13. 11
going to be very high because the popularity of these events is so high. Many customers have mentioned the fact
that they wished Old Navy sold Halloween costumes, so once this is implemented, the sales are going to increase
in the months of September and October.
VII. STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT
Old Navy Carmel will put themselves on the map in the Carmel community as one of the most respected
retail stores. With their “ON Spooky Extravaganza” Old Navy Carmel will successfully increase their store profits
through the introduction of their brand new costume line “Little Pumpkins.” In addition, they will excite their current
customers and encourage new shoppers through their creative theme-based promotion and family fun in-store
activities. As customers are intrigued by our new costume line, they will be drawn to our store where they will be
introduced to our current fall merchandise. Gaining foot traffic will increase sales of all departments. Thus, our
customer base will be increased as well as our profit margins. Old Navy will be recognized by the Carmel
community as a family oriented one-stop-shop to purchase not only basic necessities, but affordable, trendy fashion
for all seasons and various events.
More importantly, Old Navy Carmel’s reputation will be boosted through our new relationship with the
community based organization, Carmel Education Foundation. Being associated with a foundation that provides
grants to teachers and scholarships for Carmel students, Old Navy Carmel will be seen as one of the leading retail
stores with Carmel’s best interests at heart. The in-store fashion show and direct relationship sales associates will
build with customers at the Ghost and Goblins Run booth will help the store be seen as an environment for families
to shop and enjoy each other’s company with happy and genuine sales associates. Old Navy Carmel will be the
first known retail store to partner with a not-for-profit organization to give Carmel’s younger generation an amazing
opportunity to design their own costume. This activity will show the surrounding community that Carmel promotes
educational development by giving children a competition to highlight their creative and innovative ideas.
VIII. BIBLIOGRAPHY
"Carmel Education Foundation." CEF. N.p., n.d. Web. 11 Nov. 2014.
"Economy in Carmel, Indiana." Economy in Carmel, Indiana. N.p., n.d. Web. 11 Nov. 2014.
"Oldnavy.com | Old Navy." Oldnavy.com | Old Navy. N.p., n.d. Web. 11 Nov. 2014.
"People inCarmel,Indiana."Peoplein Carmel,Indiana.N.p.,n.d.Web.20 Nov.2014.
"United States Census Bureau." Indiana QuickFacts from the US Census Bureau. N.p., n.d. Web. 11 Nov. 2014.