2. www.yourcompany.com “Your Slogan can be here”
2
➢ ON Spooky Extravaganza Objectives
Promotion Plan Main Three Goals
“Little Pumpkins”
Costume Line
Increase Revenue by 5%
through the introduction of our
first ever seasonal promotion for
our new costume line
🎓
Carmel Education
Foundation
Create a working relationship
with a local community based
organization that benefits the
Carmel citizens, or more
specifically, our target
demographic, 0 to 9 year olds
➕
Brand Image
Build a more positive and
family-oriented brand image in
order to increase foot traffic and
engage our customers in a fun
shopping experience
3. www.yourcompany.com “Your Slogan can be here”
Avg Median
Income
3
👤 Target Demographic
Statistics clearly prove that Carmel is a family driven community consisting of married couples with young children,
a perfect target market for a fun seasonal promotion
$101,494
38%
48%
$48,374
18%
33%
4 Year
College Grad
Married with
Children
★
4. www.yourcompany.com “Your Slogan can be here”
W H Y ?
By now you are probably wondering, why is there a need for this
short seasonal promotion? Before going on you should probably
hear some startling facts and reasoning in order to answer this
very question.
DID YOU KNOW: It costs 5 times more to
acquire a new customer than to retain one?
The “Old Navy Spooktacular Extravaganza” will get Carmel
excited about the Halloween season with this unique retail
experience. Once customers can enjoy our family fun environment
and everyday low prices for their selves, we can begin to forge
long lasting relationships with them.
$
3
5. www.yourcompany.com “Your Slogan can be here”
4
Special Events
“Little Pumpkins” Grand Release
September 19
- Special discount
- Decorate store with Halloween
theme
“Spooktacular” Fashion Show
October 3
- Exclusive for loyalty card
holders
- Kid friendly activities
Ghost and Goblins Run
October 26
- Promote logo on race t-shirt
and banner
- Sponsor CEF
6. www.yourcompany.com “Your Slogan can be here”
5
Below the Line Promotion through direct
mailing will reach our target demographic,
parents
Inform our target market of the “Little
Pumpkins” Grand Release date
20% offer will push the sales of the new
product line
👤
✉
Advertising Campaign
Direct Mailing
📣
%
September
19th
20% off
*With purchase of a costume
Main Medium for Out-of-Store Advertising
7. www.yourcompany.com “Your Slogan can be here”
6
Advertising Campaign
In-store Promotion: Brand Loyalty Card
Vip Access to special
events
Birthday Month Discount
REWARDS BY YOU
Ghost and Goblins Run
Registration Discount
Early Access to Style
Events
👤
8. www.yourcompany.com “Your Slogan can be here”
7
📱 Mobile Details
Instagram Page
Social Media wise, Instagram will be our main tool to immerse
customers, mothers mostly, in the Halloween celebration at Old
Navy
Old Navy
14250 Clay Terrace Blvd
(317) 581-9842
6.1 Hours
Fact
📞
Time mothers
spend in one day on
their Smart phone,
including viewing
social media
$0
Fact
$
Amount it will cost
us to visually
engage our
customers and
excite them about
our store
9. www.yourcompany.com “Your Slogan can be here”
8
- Included in the purchase of a
costume on the release day
- Public Relations promotion
tool
In-Store Activities
Plastic Pumpkin Giveaway
CEF Flyers
Text Service
- Access to customers phones
to send them text alerts
- Increase sales of costumes
- Spread awarness about the
foundation
- Build positive Brand image
10. www.yourcompany.com “Your Slogan can be here”
9
📣 Publicity
Carmel Education Foundation Sponsorship
Good publicity will
depict Old Navy Carmel
as a community-based,
fun retail store
Increase foot traffic
📷👤
Will be seen as an
asset to the community
Positive Brand
image
11. www.yourcompany.com “Your Slogan can be here”
10
Employee Resposibilities
Sales Associates
- Engage customers
- Push the enrollment for the Brand loyalty card
- Get customers to donate to the Carmel Education Foundation.
Hiring Manager
-Ensure sales associates are up-to-date on best sale techniques
- Set up profficient sales teams on important sales dates, like the
“Little Pumpkins” Grand Release day.
Merchandising Manager
- Oversees all visual aspects of the store
- Dresses mannequins in costume line
Store Manager
- In charge of social media on Instagram
- Ensures the CEF is consistently happy with our partnership and
resolves issues, if any
- Ensures there is enough direct mailing coupons, flyers, and
promotional bags ordered from corporate
👤
🎨
📣
12. www.yourcompany.com “Your Slogan can be here”
11
📈 Budget
In-Store Handouts
$580
Cost
CEF Flyers
Fashion Show Flyers
Plastic Pumpkins
Promo Bags
Costume Line
$5200
Cost
Production Cost
In-Store Decorations
Ghost and Goblins
Run
$3800
Cost
T-Shirts
Banner
Booth
Fashion Show
$6800
Cost
Set up team
Catering
Face Painting
Decorations
Total
$16000-17000
Projected Total Cost
Little Pumpkins
Ghost and Goblins Run
Spooktacular Fashion
Show
Handouts
13. www.yourcompany.com “Your Slogan can be here”
12
➕ Overall Store Benefits
Benefits to our Retail Establishment
Family-Oriented
Brand Image
Kid-friendly activities
will promte a safe
family atmosphere to
shop in.
Loyal Customer
Base
Customers will go the
extra mile to shop at
Old Navy due to the
overall shopping
experience
New Customers
All of our promotional
activities will make
Old Navy the place to
shop for all Carmel
Residents.
👤 📣
