This document proposes a marketing campaign for Big Lots to target college students aged 17-26. It discusses Big Lots' current customer base and proposes ways to appeal to college students through donations to the local university, sponsoring art vendors at a downtown event, and decorating a model dorm room with Big Lots supplies for freshman orientations. The goals are to increase awareness, positive perceptions, and traffic among the target demographic through campus involvement and demonstrating Big Lots' relevance to their needs. The campaign would run throughout 2016 with various events and promotions.

1. JessicaFowler
Kaylee Gooch
ShelbyIngram
Big LotsProposal
05/01/2015
Big Lotsis a publiclytraded,Fortune 500 companywithnearly1500 retail stores
nationwide.The companyhasa developedareputationforprovidinglow costanddiverse product
selection,whichisthe mainappeal of BigLots. Theysell furniture,outdoor merchandise,bedandbath
products,home décor,small appliances,electronics,toys,cleaningproducts,home improvement
supplies,hygiene products,automotive supplies,beautyproducts,some apparel andaccessories,pet
supplies,groceryitemsandmore. Theyoffercustomersfree membershipintheirloyaltyprogram,Buzz
ClubRewards®,andthe companyuseddata aboutmembersof the programto determine theirmain
customerbase.Usingthe name that appearedmostfrequentlyinthe program, BigLots namedtheir
core customer“Jennifer”,andsub-dividedthatdemographicintofourcategories:The SmartHunter,The
SavvyBargainista,The PragmaticMinimalistandThe FocusedTraditionalist.JennifershopsatBigLots
for herself,herfamilyandforthe familyhome.She isconcernedwithprice andselectionbecause she
has a familytotake care of.She isprobablyage 30 or older.Withannual revenuesapproaching$5
billion,itisclearthatBigLots currentlysuccessfullyappealstothisdemographic.BigLotsphilanthropies
include the Furniture Bankof Central Ohio(whereitsheadquartersare located) andToysforTots. They
alsohave the Lots2Give VideoContesteachyear,andthe winningschoolsreceive acashdonationfrom
the company.A TeacherAppreciationeventwasheldinAugustof 2008 at whichteacherswere askedto
volunteertohelpeducate customersonback-to-schoolbargainshopping,andinturnreceivedspecial
discountsontheirownpurchases.HolidaycampaignsforThanksgiving,BlackFridayandChristmashave
beenlaunchedsince 2013, withthe focusbeingonmoms.In 2014, Big Lots declaredNovember16-22
“Decorate Your Home for the HolidaysWeek,”andhostedasocial mediasweepstakescalled“Big
HolidaySweepstakes”inwhichentrantssubmittedaselfiewiththeirfavorite BigLotsholidaydécor
item.TheyalsohostedaTwitterparty witha top home décorbloggerforholidaydecoratingtipsand
tricks.Philanthropicactivitiesfocusedonyoungchildrencertainlyappealtothe “mom”demographic.
Special eventsandpromotionstargetingmomsare the mostcommonforBig Lots. OthercompanyPR
strengthsinclude the BigLotswebsite andtheirMagellanAward-winninginternal communications.
Weaknessesinclude the factthatmanystores,includingthe one inFlorence,are still outdated.Also,Big
Lots iscertainlyperceiveddifferently(usuallynegatively) fromitslargestcompetitorsWalmartand

2. Target,especiallybyyoungadults.BigLotsisnotone of the top tenstoresyoungadultsbuyfrom.This is
an opportunityforBigLots to increase itsoverall appealbyappealingtoa youngerdemographic.
Our targetaudience will be the 17- to 26-year-oldage group,witha focuson college students
(undergraduate andgraduate). BigLotshas neverattemptedtargetthisdemographicspecifically,
althoughwhattheyhave to offerissuitedtothe needsof thisgroup,as well asto the needsof post-
grads and youngprofessionals.However,we will focusoncollege studentsforthe purposesof this
campaign.We feel thatonce we’ve successfullyappealedtothe college market,winningtheircustomer
loyalty,theywillcontinuetoconsiderBigLotsintheirpost-gradpurchases,eventhoughthose
purchases maybe different. Ourtargetaudience isconcernedwithprice,justlike Jennifer,butfor
differentreasons.WhileJenniferhasafamilytotake care of, youngadultsinthe 17-26 age segmentare
beginningtotake care of themselvesforthe firsttime,andhave lessdisposable incomewithwhichto
do so.Factorssuchas school andlivingexpensesand(later) studentloandebtaffectcostconsideration
for purchasingdecisionswithinourtargetaudience.The low price pointsatBigLots fitthe needsof our
target age group,as doesthe selectionof goods.Consumerresearchshowsthatourage groupspends
40% of theirmoneyonentertainment,technology,food,dorm/apartmentsupplies,etc.BigLotsoffers
discountedmerchandise acrossall of those categories.College studentsvalidatetheirlife choices
againstwhattheirclassmatesare choosinginthe same way that youngprofessionalslooktotheir
colleaguesforconfirmationthattheirownlifestyle is“normal”orcommonlyaccepted.Itislikelythat
thisisa mainreasonour demographicdoesnotoftenshopatBig Lots;Big Lots istypicallynotperceived
as a trendyplace.It isrecognizedasa bargainstore. Contentanalysisof the missionstatementsof
Walmart andTarget showsthat they,too,aimto offergoodprices.Targetusesthe term“value,”and
the brand promise is“ExpectMore.Pay Less. ®” Walmart’sstatedmissionistohelppeople“save money
and live better.”Bothuse aform of the word “innovate”intheirmissionstatements.ThisseparatesBig
Lots fromits competitors,asBigLots isnot knownforbeinginnovative orprogressive.Targetand
Walmart make appealstomanydemographics,whereasBigLotsfocusesonjustone.Demonstrating
howBig Lots isrelevanttoour 17- to 26-year-olddemographicwill be keytothe successof our project.
To establishabaseline forfuture evaluation: we’ve alreadyresearchedcompanyreportsand
communicationsandconsumerreports;further researchwouldincludehostingonlinediscussions,
interviewingkeymembersof the 17- to 26-year-oldage group,andorganizingfocusgroupsaboutBig
Lots specificallytoobtainfeedbackandopinions. Quantitative researchforourprojectwouldinclude
sample surveysandemail questionnaireswithquestionssuchas:
1. Have you visitedaBigLots store inthe pastyear?

3. 2. How oftendoyoushop at Big Lots? Target? Walmart?
3. What do youlike ordislike aboutBigLots?Target?Walmart?
4. What do youshopfor?
5. How importantisprice to you?
We believe thisresearchwouldprovide datasuggestingthatBigLots doesnothave a verypositive
perceptionamongourtargetdemographicbecause of lackof informationandabsence of aprogressive,
relevantfeel.We developedsome outputobjectivestocombatthe lack of information:
1. Senda newsrelease tothe Flor-Alaforafeature storybyApril 1st
, 2016.
2. Distribute BigLotspromotional materialsin70% of on-campusstudentmailboxesbyAugust
7th, 2016.
3. Organize 3 photoopportunities withcollege students andBigLots by December1st
,2016.
Our targetdemographicneedstounderstandhow BigLotsisrelevanttothemand theirneeds.We will
considerourcampaigna successif ourprogrammingaddressesthe followingimpactobjetives:
1. Informational –To increase awarenessof BigLotsproductsand servicesamongourtarget
audience by40% by the endof 2016.
2. Attitudinal –To increase positive viewsof BigLotsamongour targetaudience by30% by the end
of 2016.
3. Behavioral –To increase trafficbyour targetaudience inBigLots by 30% by the endof 2016.
Our programmingaims toreach out to membersof UNA’scampus,get involvedinon-campus
activities,programsandsponsorships, puttingBigLotsina positiontobe consideredwhen students
make purchasesforschool and life.Whenourdemographicperceivesthatabusinesscaresabout and
supports theirwantsandneeds,theyare muchmore likelytoshopthere.Ourunderlyingmessage will
be that Big Lots cares;Big Lots supportshighereducationandthose whoseekit.Oursloganwill be “Big
Lots on Campus,”or BLOC.It seemssimple andnotextremelycreative,butitisa playonthe existing
“Big MAN onCampus”fundraiser,averypopularand recognizedcampus-wide annual event.Forthis
reason,oursloganwill resonate with ourtargetaudience inaverysubtle,butimpactful way.
Our program will begininJanuaryof 2016 and will runthroughthe endof the year.It will be
dividedintothree parts- springsemester,summersession,andfall semester.Itwill consistof special
days/weeksatBigLots,partiesandcontestsforUNA studentsoncampus,sponsorshipsand
contributions.Thesewillbothappeal toourdemographicandmake sense forourclient;otherformsof
programmingsuchas celebrityappearances,fashionshows,orballs/galas/banquetsare simplynota
goodfitfor Big Lots,a retailerwhose focusisonbargainprices.Oureventsandactivitiesare aimedat
increasingBigLots’on-campuspresence,makingthemmore prevalentinthe mindsof ourtarget

4. audience,andatdemonstratinghowBigLotscares about and supports college students,making
studentsmore interestedinshoppingthere.
Our campaignwill beginwithlarge sumcontributionstoUNA duringthe springsemester.One
will be a general donation,andanotherwill be adonationtosponsorUNA athletics specifically.For
each,a brief ceremonywill be heldin frontof one of UNA’scampuslandmarks at whichBigLots will
presentthe checkstothe UniversityandAthleticDepartment.Thiswill provide anexcellentphoto
opportunity. We will inviteaneditorand/orphotographerfromthe Flor-Ala,SETmagazine and the
TimesDailytoattendthe event,andwill have ourownstudentphotographerforpostingonthe BigLot’s
social mediasites.Coverageof thiseventwill establish BigLotsas a proudsponsorof the University.
Duringthe summer,we propose establishingaprogramto sponsorstudentsatFirst Fridaysin
downtownFlorence.AnyUNA studentoralumni artisanwhowishestobe a vendoratthe monthly
eventcanfill outan application,andBigLotswill coverthe cost of theirboothrental.Thisprogram will
demonstrate BigLot’scommitmenttocollege studentsbysupportingthose studentswhotrytoearn
extramoneyinthe summermonthssellingtheirhandcrafteditems.Inreturnforsponsorship,we will
have the vendorsputup a small signwe’ll providereading“ThisboothsponsoredbyBigLots”
somewhere intheirdisplay.
Throughoutthe summer,UNA has several SOARorientationdaysthatnew freshman are
required toattend. Studentsare givenatourof the dorm roomsand are requiredtostayovernightin
them.We propose sponsoring apreviewdormroomthatwill be completelystockedanddecoratedwith
itemsfromBigLots. Thiswill demonstrate BigLots’relevance tocollegestudents,astheywill see a
cabinetsfilledwithdishes,utensils,snacksandotherfood,closetsfilledwithtowels,pillows,spare
sheetsandcleaningsupplies,bathroomsfilledwithbeautyandhygieneproducts,andeachroomfully
furnishedandartfullydecorated,all fromBigLots! We propose partneringwiththe marketing
departmenttocreate “Back to School,Back to BigLots” themedpromotional materialstoincludeinthe
“goodybag” giventoeach SOARattendee. We propose anad inthe form of a back-to-campuschecklist,
and a couponbooklet forsome of those items;aBig Lots logopenand “Do NotDisturb:Studying/No
Homework:Let’sParty”dorm doorhangersign. Each studentwouldalso be givenachance to entera
drawingto wina $1,000 shopping spree bystoppingbythe BigLots boothwe suggestsettingupduring
orientation.We suggestashortentryformincludingname andcontact information,andaquestionor
twoabout howoftentheyshopat Big Lots.We will draw a winner,andretainthe entryform
informationforuse laterinthe campaign. Incomingfreshman (theclassof 2020) will be exposedtoour

5. messagesbefore school evenstarts,settingthemuptobe Big Lots shoppersthroughouttheircollege
careerand beyond.
We propose asocial mediavideocontestduringthe summerfor whichstudentswill be
encouragedtocreate theirownBig Lots commercial forthe chance to winschool funding. The grand
prize winnerwill have theircommercialfeaturedonTV.Contestantswilluploadtheirvideosto
Instagram, and the commercialswiththe most“likes”will win.The firstplace winnerwill earna$5,000
scholarshiptowardstheirtuition,secondplace will wina$2,500 scholarship,andthirdplace will receive
a $1,000 scholarship. Scholarshipsare anexcellentwayforBigLots to appeal toour demographic,and
the videocontestwill encouragestudentstovisitBigLotsand see how applicable the merchandiseand
pricesare totheirspecificneeds.The winningcommercial will alsoprovide BigLotswithadeeper
understandingof whatappealstoyoungeraudiences;thiscouldprove tobe extremelyvaluable
informationtoconsiderforfuture campaignefforts.
In preparationforaneventwe will hostinthe fall semester,we willbe pose aquestion onour
Facebookpage to start a social mediaconversation,generatingstudentinterestandfeedback.We will
ask “Who Do You Want to See?”andwill provide multiple choicesof local musicians/bands.The
musician/bandwhoismentionedmostinthe commentswill be selectedtoperformatour fall event.
Thiswill allowBigLotsto give studentswhatthey want,effectivelydemonstratingthatBigLots cares.In
addition,havingaperformerselectedbystudentsensuresthe performance will be wellreceived and
will attracta large audience. We suggestsendingapromotional flyerforthe eventtoall the students
whoenteredourshoppingspree drawingatSOAR, all on-campusmailboxes, aswell aspostingiton
bulletinboardsall aroundcampus.
We propose a back-to-school kickoff partyatthe beginningof the fall semester.Itwill be
promotedas The BLOC (BigLots on Campus) Party, anon-campuseventsponsoredbyBigLots.The
BLOC Party will includefood,snacksand othertreatsfromBigLots to give our targetaudience anideaof
whatkindsof foodgoodsBig Lots has to offer. We will setup gamessuch as corn hole,musical chairs,
balloondart,football toss,andduckpondto winschoolssuppliesfromBigLots. Entertainmentwill be
providedinthe formof a live performance bythe artiststudentsselectedduringoursummersocial
mediaconversation. We willsetupa “VIPlounge”areacomplete withlarge couchesandchairsfromBig
Lots. All decorationsandsupplieswill be itemsstudentscanfindatBig Lots. We will take advantage of
the eventas anotherfantasticphotoopportunity;photosof studentsenjoyingthemselvesatthe BLOC
party,surroundedbyBig Lotsitems will be postedtoInstagram, FacebookandTwitterandwill be made
available tothe editorsof the Flor-Ala,towhomwe will extendpersonalinvitationstothe event.

6. We suggestpartneringwith the UNA CommunicationDepartment’snewradiostationto
promote HigherEducationWeekatBig Lots,our secondeventinthe fall. We will sendanewsrelease
aboutthe eventfora radiospot inthe weeksleadinguptothe event. DuringHigherEducationWeekwe
propose hostingadifferentgame showeveryweeknightatBigLots. Games will includeSupermarket
Sweep,Jeopardy,Wheelof Fortune,The Price isRight,andFamilyFeud.The winningcontestanteach
nightwill receiveaprize inthe formof a Big Lots giftcard. Photoswill be postedonBigLots’Facebook,
Instagramand Twitterpageseachafternoon,showcasingthe funatBigLots the nightbefore and
announcingthe game showtheme forthe nextnight.We propose invitingpeople to“like”or“retweet”
if theyplanto attendthat night. A fun weeksuchasthis and the social mediaengagementsurrounding
it will getstudentsinvolvedandexcitedaboutBigLots,andthose whowingiftcards are highlylikelyto
returnto theirBigLots store.
To evaluate ourcampaign,we mustreconsiderour objectives:
Output objectives
Senda newsrelease tothe Flor-Alaforafeature
storyby April 1st, 2016.
 Invitededitorsof Flor-Ala,SET magazine
and Times Daily to the presentingofthe
checks contributionceremony
 Sent a news release tothe newUNA radio
station to air inthe weeksprior to Higher
Ed Day
Distribute BigLotspromotional materialsin70% of
on-campusstudentmailboxesbyAugust7th,
2016.
 Distributedpromo materials to all
incomingfreshman at SOAR
 DistributedBLOC party flyersaround
campus and inon-campus mailboxes
Organize 3 photoopportunitieswithcollege
studentsandBigLots by December1st
,2016.
1. Contributioncheck ceremony
2. BLOC party
3. HigherEd Week
Impact objectives
Informational | To increase awarenessof BigLotsproducts andservicesamongourtarget audience by
40% bythe endof 2016.
Attitudinal |Toincrease positiveperception of BigLotsamongour targetaudience by30% by the endof
2016.
Behavioral |Toincrease trafficbyourtarget audience inBigLotsby 30% by the endof 2016.

7. We will needtomeasure exposure,comprehensionandretentionof ourmessagestodetermine if our
informational objective hasbeenmet. We couldhostanotheronlinediscussion andorganize more focus
groupsto measure changesinawarenessandperceptionof BigLots. We will compare the new
responsestoresponses gatheredinourresearchpre-campaigntodetermine if ourattitudinal and
informational objectiveshave beenmet. Ourbehavioral objective couldbe measuredbyhow many
membersof ourtarget demographicsignupforthe Big Lots BuzzClubRewardsProgram duringand
afterour campaign. Inaddition,we mayuse the informationstudentsprovidedontheirSOARshopping
spree drawingentryformregardingtheirshoppinghabitsasa baseline tomeasure increase intraffic.
We feel confidentthatdonatingtothe University,offeringascholarshipcontestand
establishingasponsorshipprogramforstudentartisansatFirstFridayswill sendthe message thatBig
Lots supportshighereducationandeffortstofundit. Throughsocial mediaengagementandfeature
storiesaboutBigLots eventsinlocal media,studentswill haveanincreasedawarenessof BigLotsand
itsofferings. Ourtargetaudience will see BigLotsasrelevanttocollege lifewhenBigLotsincreasesits
on-campuspresence: the BigLotsdorm room, the bag-stuffersandthe BLOCparty. Asa resultof our
campaign,BigLots will winfavorwithcollege studentsandthe campuscommunity. The year-long
campaignisdesignedtohave lastingeffects;bytargetingcollege students,BigLotshasthe opportunity
to create customersforlife. EffectivelydemonstratingthatBigLots isnot justa discountstore forthrifty
momswill alterpublicperceptionof BigLots; no longerjusta discountstore,itwill be regardedinsucha
wayas Walmartor Target, andwill be givenequal considerationamongconsumers.