The document outlines plans for an REI pop-up shop in Sedona, Arizona from August 1st to September 30th. It includes a mission statement, brand and SWOT analysis, target customer profiles, marketing strategy, proposed product assortment, and mockups of marketing materials. The pop-up aims to inspire outdoor adventure and a healthy lifestyle through expert advice and gear for activities like climbing, hiking, and camping. It will be located in a prime spot to attract both locals and tourists visiting nearby attractions in Sedona.

1. REIPOPUPSHOP
SHAYNA SALZMAN..FASM 311..PROFESSOR OSCAR BETANCUR

2. CONTENTS
Mission Statement
Brand Analysis
SWOT Analysis
Inspiration Boards
Perceptual Map
Target Market Profiles
Marketing Strategy
Marketing Message
Location Analysis
-Target Market of Selected Location
-Area Attractions
Date Justification
REI Co-Op Pop-Up Shop
Product Assortment
Marketing Mockups
REI Co-Op App

3. Whether you're new to outdoor
adventure or a seasoned pro, we
gladly share our enthusiasm for
our products—and the trails,
slopes and waterways where we
play.
THE OVERALL MISSION...

4. Climbing
Camp & Hike
Cycling
Paddling
Running
Snow Activities
Travel
Yoga
1.
2.
3.
4.
5.
6.
7.
8.
ASSORTMENT
BRAND ANALYSIS
At REI, they believe that life outdoors is a well lived life.
Founded in 1938, REI has been a local co-op made to help people
enjoy their life in nature. They provide top quality gear, apparel,
expert advice and rental equipment for a vast variety out outdoor
activities.
Today, REI has 18 million lifetime members, 13,000 employees and
157 stores in 37 states.

5. SWOT Analysis
- 60 Million Co-op Members
- Unique In-store
experience
- Customized experiences
- Emphasis on sustainable
practices
S T R E N G T H S
- Current App is not
user friendly
- Strong competitors
- People find the item in
store but buy online
T H R E A T S
- Building more
consumer value
- Reaching untapped
markets
- Increasing rental
inventory
-More social media
presence
O P P O R T U N I T I E S
- Under a Co-op
structure
- Insurance and liability
issues
- Private label branding
W E A K N E S S E S

6. Inspiration Board: Pop-up Shop

7. Inspiration Board: Assortment

8. = Top 5 Competitors

9. ANDREW FLYNN
AGE: 30 Years Old
LOCATION: Denver, Colorado
EDUCATION: Graduated from University of Colorado Boulder with
a PhD in Environmental Engineering
OCCUPATION: Works at a Environmental Protection Agency
INCOME: $80,000 per year
MARITAL STATUS: Single
VALS: Innovator and Maker
Andrew is very interested in environmental sustainability and
spends most of his free time outdoors. His favorite outdoor
activities are hiking and climbing. He also has a Australian
Shepard names Oslo that goes along with Andrew on his hikes.
Andrew is also very into farm to tabel cooking and makes sure to
live a healthy lifestyle.

10. BECKETT RAYFORD
AGE: 40 Years Old
LOCATION: Houston, Texas
EDUCATION: Graduated from Georgia Insitute of
Technology with a BS in Applied Physics
OCCUPATION: Rock climbing instructor
INCOME: $52,000 per year
MARITAL STATUS: Married
VALS: Innovator and Achiever
Beckett used to be a professional rock climber and traveled the
country to climb and hike through every mountain in the United
States. Beckett and his wife Ava have 2 kids. Their children are
Ethan (8 years old) and Isabelle ( 5 years old). All of them go on
camping trips together 3 times a year and Beckett also teaches
his children rock climbing at his job.

11. HARPER ABBOTTAGE: 21 Years Old
LOCATION: Asheville, North Carolina
EDUCATION: Currently a student at Duke University studying
Earth and Ocean Sciences
OCCUPATION: Has a part time job as a on campus Tutor
INCOME: $100 per week
MARITAL STATUS: Dating
VALS: Innovator and Achiever
Harper is very busy finishing up her degree at Duke University.
However, whenever she has the chance she loves to pursue her
passion for climbing. She goes to the rock climbing wall at the
recreation center on campus and when she has the time to go
home to Asheville, she goes climbing in the Blue Ridge Mountains.
Harper visits REI frequently to shop for boots and other climbing
gear. Harper and her boyfriend Steve often do train for these
activities together.

12. MARKETING STRATEGY

13. MARKETING STRATEGY:
LAUNCH PARTY
The launch party will occur on August 1,
2020, beginning at 10am
Mountain Climbing Day
Meet and greet with local professional
climber, Sierra Blair-Coyle from 5-8pm
First 100 people will get a 20% off same day
voucher
Raffles drawings throughout the day
One in the morning, afternoon, and
evening
Will contain an exclusive REI x Sedona,
water bottle, t-shirt, and sticker bundle
Live band - The Lucky Devils Band
Catering provided by Cowboy Club Grille
and Spirits

14. Kiosks
For selecting items in a different size from full store
assortment
One kiosk in Climbing Room
One kiosk in Apparel Room
All Employees will Have iPads
“Maps” Table
In climbing room, there will be a table with iPads for
customers to look up the best trails in Sedona and
best spots to visit in Sedona that were picked out by
employees
MARKETING STRATEGY:
TECHNOLOGY

15. #OPTOUTSIDE
A L L R E I S T O R E S C L O S E O N B L A C K F R I D A Y
Spread the word
"I opt to act for life outdoors"
Post your #optoutside day on social media
Go out, clean up
Sign up for a Black Friday clean up event
If you can't attend an event, do a DIY clean up
event at home
Act all year
Do simple actions to reduce your impact
Leave the world better than you found it
Create a plan

16. MARKETING
MESSAGE
To create a space in which people are
inspired to dive into outdoor activities and
to live a healthier lifestyle. REI is filled with
experts who have stories to tell to inspire
their customer to go on their own
adventure.

17. Sedona, AZ
LOCATION:

18. Location Analysis
-2 hours away from Phoenix
-Day trip/Weekend trip for locals. Grand Canyon is on the way so it can be stop for visitors
before coming to the pop-up shop
-The red rocks, nature trails, other attractions
-Every attraction is within easy walking distance
-Visitors have an annual economic impact of roughly $1 billion and support 10,000 area
jobs, according to a study from Yavapai College

19. Target Market of Selected Location
60-64 years old
Average Income: $82,000
per year
Percent Below Poverty
Level: 10.9%
D E M O G R A P H I C S
3 or more overnight trips
per year
Nature lovers who are
scenic and active
Loves culture
P S Y C O G R A P H I C S
Stores in Sedona mostly
comprise of handmade
clothing, furniture and
collectibles
There are five major
shopping districts in
Sedona
S H O P P I N G H A B I T S

20. AREA ATTRACTIONS
Uptown Sedona is the old town, where
you'll find boutiques, tourist shops,
galleries, cafes, and restaurants
Two of the best hotels in this area are the
L'Auberge de Sedona Arabella Hotel
Sedona
Other attractions include Oak Creek
Canyon, Slide Rock State Park, Red Rock
State Park, Chapel of the Holy Cross, the
Sedona Arts Center, Tlaquepaque and
Uptown Sedona's wide array of retail
shops, restaurants and lodging facilities
V I S I T O N E O F A M E R I C A ' S M O S T G R E E N C I T I E S

21. August 1st-September 30th
DATE:
Mountain Climbing Day is August 1st and Global Climbing Day is August 24th
August will attract the younger customer before school starts and September
will attract the tourists
Attract climbing and hiking enthusiasts
August is right before peak season and September
Bringing visitors in before the crowds will boost revenue for Sedona
is the beginning of peak season

22. REI CO-OP POP-UP SHOP

23. STORELAYOUT

37. PRODUCT ASSORTMENT

38. ESSENTIALS

39. APPAREL

40. SHOES AND BACKPACKS

41. HARDWARE

42. MARKETING MOCKUPS

43. WEBSITE
EMAILBLAST

44. BILLBOARD

45. FACEBOOK

46. INSTAGRAM

47. INSTAGRAM

48. REI CO-OP APP

49. APPPATHWAY

50. APP TUTORIAL

51. PROJECT LINKS
LINK FOR CANVA:
LINK FOR ADOBE XD:
HTTPS://XD.ADOBE.COM/VIEW/E0FD9EE3-04A3-4627-56D7-223A88D2AECB-96CC/
HTTPS://WWW.CANVA.COM/DESIGN/DADPEPIMZUK/2LZTT5AI_F5TJTSJTOTJYW/VIEW?
UTM_CONTENT=DADPEPIMZUK&UTM_CAMPAIGN=DESIGNSHARE&UTM_MEDIUM=LINK&UTM_SOURCE=SHAREBUTTON
LINK FOR ROOMSTYLER:
HTTPS://ROOMSTYLER.COM/ROOMS/34282897/REI-POP-UP-SHOP

52. THANK YOU!