Jenny’s Closet Party LLC: Marketing Plan Summer 2014 Sample Assignment 2 Presented By: Jennifer Smith Dr. Karen Mountain Marketing Management (MKT 500) Strayer University Thursday, June 5, 2014 Executive Summary Branding Strategy- Name, Logo, slogan and product extension: Jenny’s Closet Party LLC is a local clothing exchanging company. Our exclusive features which gives us competitive advantage, is that we create a new trendy way to enjoy shopping and recycling by creating the ultimate shopping experience with fashion, food, fun and friends. Our events are held at the Porter County Expo Center centered around unique themes, for example: we have the summer theme where we ask ladies to bring tropical and vacation items (bathing suits, sandals, sun hats and sundresses) and as we approach colder weather we have winter themes when ladies are asked to bring items for winter (Boots, snow pants/coats, hats and scarves). Our slogan is Jenny’s Closet, “A great excuse to clean out your closet”. The picture represents our logo: Having an array of high end fashionable clothing, accessories and shoes to choose from is the treasure you can receive just by donating. Our goal is to extend this concept to other cities in the area as we grow our appeal. Brand Strategy Jenny’s Closet Party goal is to change future shopping by providing an unparalleled swapping experience; whether a customer is budget-savvy or a shopper with disposable income. From the moment our customers come through the door, they will feel that wave of excitement, boasting our passion “Fashion, Food, Fun and Friends”. As they enter the event, they will be warmly welcomed by the soft silhouette of jazz, and greetings of the hostesses, as they walk around offering Champagne or sparkling cider. Around the room there will also be a banquet of cheeses, fruits, and cakes, which are highlighted by the cascades of a chocolate fondue fountain. The shopping area will be decorated with racks of items to choose from, centered with mirrors and dedicated fitting areas. Jenny’s Closet Party goal is to create an indulging environment of “Fashion, Food, Fun and Friends” in hopes that our customers will spread the word and others will too be inspired and have “A great excuse to clean their closets”! Develop a Marketing Strategy with execution timeframes: First and foremost before we begin to promote Jenny’s Closet Party LLC we must have capital. We will work with the Small Business Association and advisors on our Business Plan. Our goal is to seek investors and sponsorships donations for the start-up company. Once we have achieved this we will do the following: Promotion Jenny’s Closet Party will implement the following processes within the first 30 days to formulate our brand image and create brand awareness: · Since we trying to ignite a different way to shop, we will start by introducing ourselves to the community so that they ...

1. Jenny’s Closet Party LLC: Marketing Plan
Summer 2014 Sample Assignment 2

2. Presented By: Jennifer Smith
Dr. Karen Mountain
Marketing Management (MKT 500)
Strayer University
Thursday, June 5, 2014
Executive Summary

3. Branding Strategy- Name, Logo, slogan and product extension:
Jenny’s Closet Party LLC is a local clothing exchanging
company. Our exclusive features which gives us competitive
advantage, is that we create a new trendy way to enjoy shopping
and recycling by creating the ultimate shopping experience with
fashion, food, fun and friends. Our events are held at the Porter
County Expo Center centered around unique themes, for
example: we have the summer theme where we ask ladies to
bring tropical and vacation items (bathing suits, sandals, sun
hats and sundresses) and as we approach colder weather we
have winter themes when ladies are asked to bring items for
winter (Boots, snow pants/coats, hats and scarves). Our slogan
is Jenny’s Closet, “A great excuse to clean out your closet”.
The picture represents our logo:
Having an array of high end fashionable clothing, accessories

4. and shoes to choose from is the treasure you can receive just by
donating. Our goal is to extend this concept to other cities in
the area as we grow our appeal.
Brand Strategy
Jenny’s Closet Party goal is to change future shopping by
providing an unparalleled swapping experience; whether a
customer is budget-savvy or a shopper with disposable income.
From the moment our customers come through the door, they
will feel that wave of excitement, boasting our passion
“Fashion, Food, Fun and Friends”. As they enter the event, they
will be warmly welcomed by the soft silhouette of jazz, and
greetings of the hostesses, as they walk around offering
Champagne or sparkling cider. Around the room there will also
be a banquet of cheeses, fruits, and cakes, which are highlighted
by the cascades of a chocolate fondue fountain. The shopping
area will be decorated with racks of items to choose from,
centered with mirrors and dedicated fitting areas. Jenny’s
Closet Party goal is to create an indulging environment of
“Fashion, Food, Fun and Friends” in hopes that our customers
will spread the word and others will too be inspired and have
“A great excuse to clean their closets”!
Develop a Marketing Strategy with execution timeframes:
First and foremost before we begin to promote Jenny’s Closet
Party LLC we must have capital. We will work with the Small
Business Association and advisors on our Business Plan. Our
goal is to seek investors and sponsorships donations for the
start-up company. Once we have achieved this we will do the
following:
Promotion
Jenny’s Closet Party will implement the following processes
within the first 30 days to formulate our brand image and create
brand awareness:
· Since we trying to ignite a different way to shop, we will start
by introducing ourselves to the community so that they can
become familiar with Jenny’s Closet Party LLC, know who we
are and what services we provide and ultimately formulate

5. relationships.
· Advertising will be done with the help of social media:
Facebook, YouTube, Twitter and on our website Jenny’s Closet
Party.
· We will also place an ad weekly in the local newspapers
(classified section/near garage sales). We will submit a press
release and send out newsletter and fliers through direct mail of
our targeted audience on a weekly basis in the local community.
· We will have an elegant pre-launching party one week before
the scheduled party. We will send invitations via: press release,
text, direct mail, and electronically. Those invited will be: the
press, newspapers, the charity that we will be donating to
(women’s shelter), sponsors, local officials, family, friends and
targeted customers in hopes that they will spread the word of
the great function they attended
Additional promotional efforts will be implemented within the
next 5 years:
· Open the opportunity to have Jenny’s Closet Party host events
by religious and other non-profit organizations to give
remaining items to their cause.
· Join the Chamber of Commerce and other local organizations
to network and serve as a walking endorsement for Jenny’s
Closet Party.
· Extend our targeted audience to teenagers and young (15-20).
We will visit the local high schools and colleges encouraging
them to swap and donating the remaining to charity.
· Submit Jenny’s Closet Party success stories to magazine
companies, newspapers and television station throughout the
nation highlighting the good we are doing within our
community and for the environment.
Developing a Positioning Statement
Although there are so many thrift stores in this region
(approximately 10), Jenny’s Closet Party offers a shopping
experience like no other, without any cost associated. It is
important that Jenny’s Closet Party LLC is identified and
recognized as the imminent and most practical way of shopping.

6. We are strategically positioning ourselves as being the number
one choice for reducing, reusing and recycling of women
clothing, by giving them “A great excuse to clean her closets”.
Our competitors cannot provide these services, an engaging
“Girls Night Out” experience with shopping. While resale
shops offer you a bland atmosphere and require you to spend
money, Jenny’s Closet does not, we only ask:
Clean out your closet, donate your items to Jenny’s Closet Party
LLC, attend a delightful evening with friends as you shop, and
the leftovers will be given to a local charity; a win-win scenario
right? Jenny’s Closet Party LLC the ultimate “Girls Night Out”
experience, combining fashion, food, and fun while mingling
amongst friends; so what’s in your closet?
Relevant Consumer Behavior
We are strategically positioning ourselves as a bartering
service. Understanding the definition of bartering as it relates
to consumer behavior has helped Jenny’s Closet Party LLC
reach our goals:
“Bartering is defined as the process of obtaining goods or
services by direct exchange without the use of currency. In
times of economic instability or currency devaluation, it can be
a great way to ensure the flow of necessary items and services
into your household without using precious funds. The
lingering effects of the recession, 2008 financial crisis and high
consumer debt are having a lasting impact on consumer
behavior (The Fish, 2013).
(Analysis Project, 2014)
(The Barter Quest Team, 2011)
(This Fish & Ecotrust Canada, 2013)

7. (Analyst Project, 2014)
These illustrations show that economics, psychological, socio-
cultural, demographics factors play major roles in consumer
buying decisions. And they also show how swapping
(bartering) is fastly growing in popularity.
Develop your company’s mission statement and company
introduction.
Mission Statement
To transform consumer shopping experience by being the
pioneer exchange company in the industry, offering fashionable
clothing and accessories in a sociable and pleasurable
atmosphere while creating awareness of recycling and giving
back to the community by swapping.
References
Tully, Jessica. (2012). Recession has many looking thrift store
chic. Retrieved from
http://usatoday30.usatoday.com/money/industries/retail/story/20
12-07-05/thrift-shopping-trend/56037332/1
Goodwill Industries International, Inc. (2014). Retrieved from
http://www.goodwill.org/newsroom/
The Association of Resale Professionals. (2014). NARTS:
Industry Statistics & Trends.
Retrieved from
http://www.narts.org/i4a/pages/index.cfm?pageid=3285
Pete, Joseph. (2014). Consumer spending picks up as new stores
open. Retrieved from
http://www.nwitimes.com/news/special-section/now/consumer-
spending-picks-up-as-new-stores-open/article_e87ff9fb-d3fa-

8. 55a6-85a2-58925a6b2345.html
Indiana Economic Digest. (2014). Northwest Indiana economy
grows slowly but surely. Retrieved from
http://www.indianaeconomicdigest.net/main.asp?SectionID=31
&SubSectionID=126&ArticleID=72921
U.S. Department of Commerce. (2014). United States Census
Bureau. Retrieved from
www.census.gov
The U.S. Small Business Association. (2014). Retrieved from
www.sba.gov
Suttle, Rick. (2014). SWOT Analysis for Retail. Retrieved from
http://smallbusiness.chron.com/swot-analysis-retail-3344.html
Crichton, Danny. (2014). The Complete Quantitative Guide To
Judging Your Startup.
Retrieved from http://techcrunch.com/2014/01/31/the-
complete-quantitative-guide-to-judging-your-startup/
This Fish & Ecotrust Canada . (2013). 5 'game-changing'
consumer trends a boon to traceable seafood. Retrieved
from http://thisfish.info/generic/article/game-changing-trends/
WordPress.com (2012). Analytics, Bartering, Brand Equity &
Business Development.
Retrieved from http://adityamadiraju.wordpress.com/
Analysis Project. (2014). Factors Determining Consumer
Buying Decisions. Retrieved from
http://analysisproject.blogspot.co.at/2014/01/factors-
determining-consumer-buying.html
The BarterQuest Team. (2011).Barter Trading Bucks Today’s
Business Trend. Retrieved from
http://blog.barterquest.com/2011/03/24/barter-trading-bucks-
todays-business-trends/
Porter County Indiana. (2014). Expo Center. Retrieved from
http://www.porterco.org/index.aspx?nid=649
Valpariso Indiana. (2014). City of Valpariso: Things to do.
Retrieved from
http://www.valp.org/community/todo.html
The Salvation Army. (2014). Who we are. Retrieved from

9. http://www.salvationarmy.org.au/who-we-are/about-
us/#sthash.dE6M1PmG.dpuf
Plato’s Closet. (2014). How it Works. Retrieved from
http://www.platoscloset.com/