The document outlines a marketing plan for an Urban Outfitters store in Delray Beach, Florida. The plan includes holding several special in-store events throughout the year like a Spring Break beach event, Summer kick-off sale, and Fall fashion show. It also details advertising through local newspapers, radio contests, and creating an Instagram page. The objectives are to increase sales by 10%, expand the customer base, strengthen customer loyalty and communication, and increase employee productivity. Responsibilities for the events are assigned and a budget of $17,068 is proposed.

1. Jennifer Lyon
Spanish River DECA Chapter
Spanish River High School
5100 Jog Road Boca Raton, Florida, 33496
March 3, 2016

2. Table of Contents
I. EXECUTIVE SUMMARY………………………………………………
II. DESCRIPTION OF THE STORE ……………………………………
III. OBJECTIVES ……………………………………………………….
IV. SCHEDULE OF EVENTS ……………………………………………
A. Special Events ………………………………………………..
B. Advertising …………………………………………………….
C. Display ………………………………………………………..
D. Publicity ………………………………………………………
E. Other in-store Activity ………………………………………
V. RESPONSIBILITY SHEET …………………………………………
VI. BUDGET ……………………………………………………………
VII. STATEMENTS OF BENEFITS ……………………………………
VIII. BIBLIOGRAPHY ………………………………………………….
IX. APPENDIX ………………………………………………………….
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3. 1
About the company
Objectives
Special Events
Publicity
Advertising
Display
In-store Activity
I. EXECUTIVE SUMMARY
We will hold an employee sales contest where they receive points to match every sale, and the
employee with the most points at the end of the month will receive a $50 bonus.
Throughout the entire year of 2017, students who provide a valid student ID will receive a 5%
off coupon to be used on any purchase.
Urban Outfitters is a trendy retail store that caters to young adults in their teens and twenties in
over 400 locations across the globe. The location we are focusing on is in Delray Beach, Florida
on Atlantic Avenue.
Spring Break Beach Bash: We will send employees out to the beach to distribute Urban
Outfitters beach balls and coupons for 15% off an entire purchase that day only. We will also
hire a DJ to attract more young people to our store.
Summer Kick-off Sale: We will hold a month-long giveaway sale where customers will receive
a free beach bag with any $50 purchase and a free pair of sunglasses with any $100+
purchase.
Fall Fashion Show: We will host a fashion show on Atlantic Avenue to promote the new fall
styles of 2017, with local teenage girls as models.
Winter Black Friday Sale: We will have a Black Friday sale of 25% off the entire store, and we
will create gift guides to attract holiday shoppers.
We will purchase advertisements in the Sun-Sentinel and the University Press. We will
also get a paid radio contest on Y-100 radio station where the 50th
caller will receive a
$200 shopping spree to Urban Outfitters.
We will create an Instagram page for this individual store and post photos of frequent
customers modeling our clothing. This will be an easy way to communicate with
consumers, and we can even hold online photo contests. We will also send out text
message alerts and coupons to scan right from their phones in our store.
In the hallway near the dressing rooms, we will set up a “selfie mirror,” and encourage
customers to post photos with the mirror, using the hashtag #UrbanontheAve for a chance to
be featured on our page. Being that Urban Outfitters is known for its trendy atmosphere, we
plan on establishing a photo booth inside the store so that customers or waiting children can
take and purchase cute photos.
Our objectives include:
-Increase employee productivity
-Increase in-store sales by 10%
-Strengthen communication with customers
-Increase customer loyalty
-Expand our customer base by 10%

4. 2
II. DESCRIPTION OF THE STORE
Urban Outfitters is a trendy retail store that caters to young adults in their teens and
twenties all across the globe. This company was founded in Philadelphia, Pennsylvania in
1970 by a team of people aiming to add a unique twist to the fashion
industry. Richard Hayne, Scott Belair, and Gabriel Than-Morrobel
collaborated their ideas, and Urban Outfitters was born. What makes this
brand so unique is that their products express bold and different ideas,
from hipster clothing lines and retro accessories to humorous merchandise
that the next generation of trendsetters can appreciate.
Urban Outfitters has over 400 locations worldwide, in not just the United States and
Canada, but also in many European and Asian countries. The location we are focusing on is
in Delray Beach, Florida on Atlantic Avenue. Delray Beach is a city in South Florida with over
65,000 residents and a median household income of $50,900. This city is flooded with
young people with high disposable incomes, which is perfect for our store. Atlantic Avenue is
a popular shopping and dining strip popularly known as “The Ave.” At the center of The Ave
is Delray’s famous beach, which is surrounded by modern restaurants such as Burgerfi and
Taverna Opa, and shops like Urban Outfitters.
III. OBJECTIVES
Expand our customer base by 10%
This goal can be accomplished by attracting people from
nearby stores and restaurants to bring in new customers.
Increase customer loyalty
We also hope to increase the number of times our current customers return to the store and
the amount of money they spend here through the use of sales and promotions.

5. 3
Strengthen communication with customers
One of the easiest ways to attract consumers is by informing them when new season styles
are released. Therefore, we should communicate with our customers through social media,
email, flyers, and more.
Increase in-store sales by 10%
Our ideas for campaigning Urban Outfitters should bring in 10% more revenue for this
individual location.
Increase employee productivity
By motivating the employees to sell more items, we will earn more profit for the company
and help achieve our goal for increased sales.
IV. SCHEDULE OF EVENTS
A. Special Events
Spring Break Beach Bash: Monday, March 20th, 2017
To kick off the spring break shopping season, we will hold an event where we will
send employees out to the beach and around Atlantic Avenue with Urban Outfitters beach
balls and store coupons. The coupons will be for 15% off an entire purchase to be used that
day only. Spring break in South Florida results in mass volumes of tourism, especially with
college students. We will reach out to this market with free beach balls that will flash our
store name across the beach as they are thrown around. The employees will be dressed in
Urban apparel and encourage potential customers to use their coupons and check out our
store. We will also hire a DJ to play popular music that can be heard from down the street.
This will attract customers from the beach as well as other nearby restaurants and shops
who are curious to see what the huge event is. When they enter the door, they will see
mannequins dressed in the new spring looks placed strategically around the store.

6. 4
Summer Kick-off Sale: May 27-June 27, 2017
At the beginning of the summer season,
we will have a kick-off giveaway sale to
encourage our customers to buy our new
summer apparel. They will receive a free Urban
Outfitters beach bag with any $50 purchase
and a free pair of sunglasses with any
purchase of $100 or more. Customers will be able to choose from four types of sunglasses
so that if they return during that month, they will be able to receive different types. This is
one way of encouraging consumers to come back for repeat business.
Fall Fashion Show: Friday, September 8, 2017
To advertise our fall looks, we will hold a fashion show on Atlantic Avenue. Local
teenage girls that are regular customers will be chosen and asked to model, and in return,
will be given the outfits they model for free. This fashion show will have a runway, lights,
music, and models strutting the never-before-seen fall trends. We will have store employees
walking around in the new season’s styles as well, handing out store flyers.
Winter Black Friday Sale: November 24, 2017
During the winter season, Florida is swarmed with tourists from northern states
known as “snowbirds” who take advantage of the warm weather. As consumers frantically
search for the perfect holiday gifts, we will attract customers by having a Black Friday sale of
25% off the entire store for one day only. Then, we will assist them in their buying decisions
by creating a holiday gift guide with gift ideas categorized by age group and gender. This will
help customers to know what to look for during their store visit and boost customer
satisfaction.

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B. Advertising
Instagram Models
Since our target market consists of young people in their teens and twenties, we plan
on reaching out on Instagram, a photo-sharing website that has become extremely popular.
We will create an individual account for the Urban Outfitters in Delray Beach and regularly
post pictures of frequent customers modeling our apparel. This will spread the word about
our store while exhibiting our new looks. By tagging our models in our pictures, we can get
their friends and family members who follow them to check out our Instagram page and
possibly visit our store as well. We can even hold contests to see which photos can get the
most likes and provide discounts to the winners.
Text Message Coupons
With today’s technologically advanced society, communicating with customers
through direct mail can be much less efficient and more expensive than by sending
information electronically. By setting up a program that allows us to text all of our
customers, we could send them updates about our store whenever we need to in a very
convenient way. We could text customers to keep them updated when new styles are
released and when we are having special deals. We could send coupons to their smart
phones and scan the barcodes right from their phones in our store so that they do not have
to print them out.
C. Display
Dressing Room Selfie Mirror Setup
In the hallway near the dressing rooms, we will set up a “selfie mirror,” which will be a
tri-fold mirror that will show customers the outfit from different views. Above the mirror, we

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will display our Instagram hashtag #UrbanontheAve. We will encourage them to post these
photos using the hashtag for a chance to be featured on our page.
Photo Booth
Being that Urban Outfitters is known for its trendy atmosphere, we plan on
establishing a photo booth near the dressing rooms. When shoppers try on our items, they
can go in the booth and snap pictures of themselves and their friends in our apparel. This
way, even if they do not purchase the outfit, they will remember the store’s hip ambience
and unique display. We will charge clients three dollars for one printout and five dollars for
two printed copies.
D. Publicity
Newspaper Advertisements
In order to reach out to people on a larger scale, we will issue an advertisement in
the Sun Sentinel newspaper, which reaches a large portion of South Florida. By publishing in
the Sun-Sentinel, we will be using mass marketing to appeal to people of all demographics.
In addition to this, we will use niche marketing, which is when a company advertises to a
certain segment of the population, by marketing directly to college students. Florida Atlantic
University is a college campus located right in Boca Raton. By releasing an article in FAU’s
very own college newspaper, which is called University Press, we will directly reach a primary
target market. To appeal to this market, the published ad will include company information
and some of our best-selling items.

9. 7
Y-100 Radio Station
Another way to publicize our product would be to hold paid radio contests on radio
stations that are popular with our target market. Y-100, which is a radio station in South
Florida, is most frequently listened to by young people in their teens and twenties. Therefore,
to advertise to our primary target market, we will hold a radio caller contest on Y-100. We
will have an advertisement for our products in which we will encourage listeners to call in,
and the 50th caller will receive a $200 shopping spree to Urban Outfitters. This will introduce
our store to people who have never heard of it, and encourage them to come out and shop
here.
E. Other in-store activity
Employee benefits
As an incentive for employees to maximize sales, we will hold an Urban Outfitters
employee sales contest. Employees will receive points to match every sale, and at the end of
the month, the employee with the most points will receive a $50 bonus.
Student Discount
Throughout the entire year of 2017, students who provide a valid student ID will
receive a 5% off coupon to be used on any purchase. This way, we will give these shoppers
an incentive to return to our store while
establishing customer loyalty. By attracting
students of the area, we hope they will spread the
word of our convenient coupon to their peers
through word-of -mouth communication, further
expanding our client base.

10. 8
V. RESPONSIBILITY SHEET
Store Manager:
• Contact and meet with Y100 and Sun-Sentinel
• Explain new promotions to all staff members, set sales objectives, and assign roles to
employees
• Oversee all aspects of the store daily and run the employee sales contest
Assistant Manager:
• Train staff on promoting the store through flyers, coupons, beach balls, and other
promotions
• ensure adequate stock is available
• schedule employee shifts and oversee staff behavior
Advertising Staff:
• design flyers, beach balls, sunglasses and any other new merchandise
• create and manage the new Delray Beach Urban Outfitters Instagram
• keep track of posted selfies under the hashtag #urbanontheave
Display Staff:
• arrange and frequently update window displays
• set up tables and mannequins with new seasons' looks
• organize according to store layout and clothing sizes
Sales Floor Staff:
• maintain sales and stock on a day-to-day basis
• assist display staff with keeping the set-up clean and neat
• assist customers with special requests or questions

11. 9
VI. BUDGET
Annual expenses for the 2017 year
VII. STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT
Increased number of customers and long-term customer relationships
Community recognition as an organized, well-run, trendy fashion store
Increased number of sales and employee productivity
Increased interaction with the local community and public relations
Increase in-store sales by 10%
Event/Activity Item(s) Expense
Spring Break Beach Bash
DJ, 100 beach balls, print 500
coupons
$400, $65, $15
Summer Kick-off Sale
Beach bag giveaways (300),
sunglasses (200)
$300, $400
Fall Fashion Show
Runway/DJ/Lights,
10 free outfits for models
$2,100, $1,000
Black Friday Sale
Printing Holiday Gift
Guides(500)
$50
Dressing Room Mirror Setup One large three-way mirror $330
Radio Contest- Y100 Y100 fee: 4 contests/year $2,000
Radio Caller Contest 4 Shopping Sprees $800
Sun Sentinel Ad Monthly Ad, $70/month $840
FAU University Press Ad Monthly Ad, $14/month $168
Photo Booth
Booth, Printer,
Paper/Ink (for one year)
$6,500, $1,000, $500
Employee Sales Contest
Employee Bonus:
$50/monthly
$600
Total:
$17,068

12. 10
VIII. BIBLIOGRAPHY
http://www.urbanoutfitters.com/urban/index.jsp
http://urbn.com/
http://quickfacts.census.gov/qfd/states/12/1217100.html
http://www.businessoffashion.com/articles/
http://www.y100.com/main.html
http://www.sun-sentinel.com
http://www.fau.edu
http://www.fauevents.com
https://twitter.com/UrbanOutfitters
https://www.instagram.com/urbanoutfitters/
https://www.pinterest.com/urbanoutfitters/
Manager of Delray Beach Urban Outfitters
Cambridge AICE Textbook

13. 11
IX. APPENDIX
Fashion Show Flyer:
BE THE FIRST TO SEE THE NEW FALL LINE AT THE
FASHION SHOW ON ATLANTIC AVENUE
FRIDAY,SEPTEMBER 8TH, 2017.
SHOW STARTS AT 7:00 P.M.
URBAN OUTFITTERS
FASHION SHOW