The document outlines a marketing plan for Calhoun's, a gift shop in Columbia, MO, to increase sales to female college students. The plan includes tactics like coupons distributed to dorms and sorority houses, a social media contest between sororities, paid social media ads, an in-store event giving profits to the winning sorority, and a Mother's Day promotion. Metrics like increased social followers and engagement are identified to measure the plan's success over its proposed one-year period with a total budget of $4,550.

1. By: Abi White, Alyssa Sturgis, Cecilia Zheng, Colin Kreager, Corey Brooks, Hannah Landolt, Jonathan Casey

2. Presentation Overview
1. Client Data and Past Promotions
2. Owned, Earned and Social Media
3. Company Comparison
4. Market Data
5. Popular Product Trends
6. Competition
7. SWOT Analysis
8. Objectives
9. Target Audience
10. Media Strategy and Tactics
11. Suggestions for the future
12. Budget
13. Sorority Contact Information and Citations

3. Client Data
Top 3 Most Popular Products
Baggallini PursesBlue Q SocksS’well Water Bottles

4. Past Promotions
● Incentives: Giveaways for 25th
store
anniversary
● Email list: about 700 subscribers
● Newspaper ads: Tribune has been effective
● TV: produced 30 sec spots with KOMU
before the Today Show
● Magazine ads: Use Inside Columbia,
Calhoun’s gets a discount of 30%

5. Owned Media
Facebook: 642 likes
Instagram: 136 followers
Twitter: 47 followers
Pinterest: Couldn’t be found

6. Earned Media
2 Reviews on Yelp

7. Interaction on Social Media
12 Likes, 2 Comments17 Likes, 4 Comments
Social Engagement = Increased Profits

8. STUFF
● Kansas City Gift Shop
● Family Owned
● Facebook
○ 5,595 likes
○ 140 Reviews
○ 4.6 out of 5 stars
● Yelp
○ 23 Reviews
○ 35 Photos posted
● Website
○ First result on Google
○ Products online avaliable for purchase

9. Market Data
● Key Customers:
○ Eighty percent female, increase in male following in last five years
○ Elderly women with grandchildren
○ College students and females in their 30s
● Columbia trends
○ Columbia is growing
○ Median age: 26.6
○ Female: 52.7 percent
● Website/social media reviews
○ Little followers
○ Facebook has 22 reviews, 4.7/5
○ Yelp has 2 reviews, 4.5/5

10. Competition
Company Location Price of
Product
Calhoun’s 911 E.
Broadway
$35.00
Amazon Online
$44.00
(lowest price
found so far,
but prices
vary)
The Alpine
Shop
1102 E.
Broadway
Does Not
Carry
Glik’s 921 E.
Broadway
Does Not
Carry
Company Location Price of
Product
Calhoun’s 911 E.
Broadway
$9.95
Amazon Online
$9.85 (lowest
price found
so far, but
prices vary)
Poppy Arts 920 E.
Broadway
Does Not
Carry
Glik’s 921 E.
Broadway
Does Not
Carry
S’well water bottles Blue Q socks

11. S.W.O.T. Analysis
● Strengths (internal)
○ No local competition for top selling products
○ Locally owned store
○ Variety of products (not reliant on one source of revenue)
● Weaknesses (internal)
○ Inconsistent sales, varying by season
■ Lowest sales during the summer months
○ Lack of company/brand awareness on campus

12. S.W.O.T. Analysis
● Opportunities (external)
○ Calhoun’s has not spent significant time/money marketing to younger
demographics (female college students)
○ Calhoun’s has significant room to increase social media presence
● Threats (external)
○ Can’t compete with Amazon’s shipping prices
○ Wholesalers are starting to directly sell to consumers rather than exclusively to
retailers

13. Objectives
● Marketing Objective
○ Business goal
■ To increase sales with female college students in Columbia
■ We will implement this campaign for a year to generate a reliable sales
analysis
● Media Objective
○ What advertising will accomplish
■ To increase Calhoun’s social media presence and engagement with the target
○ Measurable
■ The goal is to measure and increase engagement with our target on social
media by 20 percent.

14. Target Audience
● Target Profile
○ Female college students ages 18-24
○ College students with an emphasis on Greek life (roughly 4,500 women in the
Panhellenic community)
○ Consumers who like to shop locally
○ Quick and quirky items for last-minute gifts (big-little reveal, mom’s weekend,
etc.)

15. Media Strategies
● When
○ Throughout the year using a pulsing strategy focused on the school/greek life
calendar for mother’s day weekends, formal recruitment and other greek-related
activities.
● Where
○ Reach the target in their sorority houses, in student housing and over social media.
● What
○ Based on a flexible budget, we will utilize social media for a cost-effective
approach.
● How
○ Focused on gaining more awareness over the audience and consistent engagement
with our followers.

16. Tactic #1
● Coupons to dorms (Recruitment time)
○ During August, the freshman girls participating in Panhellenic Formal
Recruitment move into the dorms the week before classes begin
○ Coupons will be hand-delivered and inserted into the dorm mailboxes
Welcome to Mizzou!
After you finish unpacking, have a break from
recruitment, or want to explore downtown Columbia,
come check out Calhoun’s!
Present this coupon in the store and receive 10% off
your entire purchase!
911 E Broadway, Columbia, MO 65201

17. Rationale #1
● 70 percent of consumers still look to
traditional paper-based coupons for savings
● 63 percent of Millennials use traditional
print coupons
● Study finds that traditional print coupons
have eight times the redemption rate of
digital coupons
● Nearly three out of four shoppers (74
percent) report using coupons because they
are convenient and useful - Marketing
Charts

18. Tactic #2
● Contest among the
sororities using both
Instagram and
Facebook
○ In the Greek community
there is 15 sororities,
which equals out to be
around 4,500 members
in the Panhellenic
community

19. Tactic #2 (continued)
How to Launch the Contest:
1. Create personalized pictures for each individual sorority, for both Instagram and
Facebook
2. Contact each sorority president and tell them to inform their members of the
contest and when it will be happening
3. Launch the contest by posting the pictures to Facebook and Instagram
4. Allow the sororities 24 hours to get the most likes/shares on their specific post
5. At the end of the contest, Add up each sororities total shares and likes to figure
out the winner
6. Calhoun's will donate $500 toward the first place sorority’s philanthropy, $250
for second place, and $100 for third place

20. Rationale #2
● Other local businesses,
such as Cha Boutique and
Envy, have held similar
contests and received
massive engagement
○ Increase in followers
○ 100+ likes on each post
○ Brand awareness

21. Tactic #2 Expected Results
● Increase in brand awareness
● Increase in followers on both Instagram and Facebook
○ You have the opportunity to get the 20 percent engagement increase on social media
just through this one weekend contest

22. Tactic #3
● Social (Paid + Owned) (Targeted Ads)
○ Organic Posts
■ Promote sales
■ Push out products that you exclusively have in Columbia
○ Paid
■ Facebook (dark post, sponsored story)
■ Promote upcoming events (Mother Madness, in-store promotional sale)

23. Example of strong organic post

24. Rationale #3
● Social media rationale
○ Facebook
■ “eMarketer estimates that among millennials… 92 percent of social network
users use Facebook in particular.”
○ All social media
■ 76 percent of female internet use social networking sites.
■ 89 percent of 18-29 year-olds use social networking sites.

25. Tactic #4: In-Store Promotion
● Sororities will have the option to come in for a profit share where Calhoun’s
will donate 10 percent of the total purchase for the winning sorority towards
their philanthropy
○ Will be held on November 5 (first Saturday of the month)
○ The profit share will last all day for sororities to participate
○ The winner will be announced through social media

26. Rationale #4
● Sixty percent of respondents believe it is more genuine when a company supports a
cause that relates to its products
● Millennials have a reputation for seeking out authentic products and experiences
● Millennials are more likely than Baby Boomers to make an effort to buy from “good”
companies and brands
○ Millennials: 43 percent
○ Baby Boomers: 30 percent

27. Tactic #5
● Mother’s and Mimosas Coupon and Event
○ Every Saturday during the month of April--Mom’s Weekend Event
■ Mimosa and Jimmy John’s sandwich bar in the store
○ Coupons will be hand-delivered to each of the 15 sorority chapter houses on campus at
the end of March
Happy Mom’s Weekend, ΔΔΔ!
Bring your mom into Calhoun’s during your Mom’s
Weekend for free mimosas and sandwiches!
Present this coupon in the store and receive 10% off your
entire purchase!
911 E Broadway, Columbia, MO 65201

28. Future Ideas
○ Launch website (three unique product, to create awareness so people know she has
them)
○ Paid search (S’well Columbia) (Blue Q socks Columbia)

29. Tactic May
‘16
June
‘16
July
‘16
Aug.
‘16
Sept.
‘16
Oct.
‘16
Nov.
‘16
Dec.
‘16
Jan.
‘17
Feb.
‘17
March
‘17
April
‘17
Paid Facebook
Posts
Freshman
Coupons
Mother
Madness
In-Store
Promotion
Social Media
Sorority
Contest

30. Budget Breakdown
● Facebook: $2,100
○ ($10 per day, potential reach of about 1,000 people per day)
● Coupons: $150
○ ($75 for 2,500 flyers in dorms, $75 for 2,500 Mother Madness flyers in sororities)
● Sorority Contest: $850
○ (First place: $500, second place: $250, third place: $100)
● In-store Sorority Promotion:
○ 10 percent of winning sorority’s net profits
● Mother Madness: $1,450
○ (400 mimosas: $750, 12 Jimmy John’s party trays: $600, 1,000 plastic cups: $100)
● TOTAL: $4,550

31. Predicted Results
● Facebook
○ Reach of ~1,000 people each day
● Coupons
○ 5,000 coupons to distribute at 1% redemption rate → 50 people
● Sorority Contest (Facebook and Instagram)
○ 50 girls from each sorority and 15 sororities on campus → 750 new likes/followers
● In-store Sorority Promotion
○ Ex: Winning sorority spends $2,000 and they receive 10 percent of the profits for their
philanthropy → $200
○ Every other sorority’s purchases are entirely profit
● Mother’s and Mimosas Coupons and Event
○ 40 mothers and daughters each Saturday throughout the month of April → 160 visitors

32. Mizzou Greek Life Contacts
Name Contact
Alpha Chi Omega Kelly Richardson
karkw6@mail.missouri.edu
Alpha Delta Pi Alana Simpson
acs3n3@mail.missouri.edu
Alpha Phi Hannah Hartlieb
mizaphipresident@gmail.com
Chi Omega Maryanne Kiley
mkyy4@mail.missouri.edu
Delta Delta Delta Ashley Kent
aekv23@mail.missouri.edu
Delta Gamma Allie Wimmer
mudgpresident@gmail.com
Gamma Phi Beta Olivia Zellers
oaz526@mail.missouri.edu
Kappa Alpha Theta Maddie McMillian
mkmb68@mail.missouri.edu
Name Contact
Kappa Delta Maggie Bowman
mukdpresident@gmail.com
Kappa Kappa Gamma Morgan Kleine
kkg.thetachapter.
president@gmail.com
Phi Mu Emily Love
phimuchipresident@gmail.com
Pi Beta Phi Nikki Kagan
nk9pd@mail.missouri.edu
Sigma Alpha Epsilon Pi Francine Gollub
flggz4@mail.missouri.edu
Sigma Kappa Megan Branstetter
mbgg3@mail.missouri.edu
Sigma Sigma Sigma Sarah Meine
slmmrb@mail.missouri.edu
Zeta Tau Alpha Ashlie Elver
aae432@mail.missouri.edu

33. Calhoun’s

34. Citation
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
https://www.facebook.com/CalhounsColumbia/info/?tab=page_info
http://academic.mintel.com/display/680691/
http://www.emarketer.com/corporate/coverage#/results/1273
Cause Marketing - US - November 2014 http://academic.mintel.com/display/679826/
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
http://www.emarketer.com/Article/College-Students-Still-Spend-Most-Social-Time-with-
Facebook/1012955
http://www.marketingcharts.com/traditional/women-clip-most-coupons-13016/
http://www.prnewswire.com/news-releases/70-of-consumers-still-look-to-traditional-paper-
based-coupons-for-savings-300067097.html