1. Holly Eisenhart PRAD 391: Professor Ragas
Anna Skarvan
Briza Cardenas November 10, 2011
Gaby Padilla
Kelly Stotmeister Contact: hollye1637@aim.com

2.  Holly Eisenhart – hollye1637@aim.com
 Anna Skarvan – anna.skarvan@gmail.com
 Briza Cardenas – brizabreeze@gmail.com
 Gaby Padilla – gabrielahpadilla@gmail.com
 Kelly Stotmeister – kstotmeister@gmail.com

3.  T.J. Maxx was founded in 1976, and together with Marshalls,
forms The Marmaxx Group, the largest off-price retailer of
apparel and home fashions in the U.S.
 # of stores: 923
 Annual Revenue: 21.9 billion (TJX Companies)
 Also owns Marshalls, Homegoods, TK Maxx, & bought out AJ
Wright
Source:(www.tjx.com).

4.  “Maxxinista”
 “Shoppertunistic”
 “Get the max for the minimum”

5. TJ Maxx:
Total posts: < 20,000

6. 1. Micromedia4. Mainstream News
2. Forum Replies 5. Facebook
3. Blogs

7.  Overall sentiment: Positive – Neutral
 Negative: Store/staff specific, did not reflect TJ Maxx as an
overall company

8.  High volume of content from Flickr
 High volume of content from blogs (fashion related)
 High volume from YouTube

10.  Marshalls has the highest volume of mentions

11.  Create program for employees to spread positive
awareness of Brand Reputation
 Many negative posts were by employees
 Let them know they are important to brand
 They are representatives and should not speak negatively of the
company
 Interact with Customers on Twitter and Facebook
 Respond to tweets
 Try to fix problems by addressing issues and helping people
solve problems
 Direct customers to correct outlets for problems
 Encourage dialogue

12. Our suggestions include the use of:
•Twitter
•Facebook
•FourSquare
•Mobile App

13.  Incorporate hashtag: #maxxinista
 Create Twitter game and receive points for each entry (similar
to Top Shop on SCVNGR)
 All tweets must include #maxxinista to be included in contest
 Phase 1: Tweet favorite store location, TJ Maxx brand, best
discount, date of last trip to TJ Maxx, etc.
▪ Each tweet is assigned points from 1-10
▪ Participants receive 10% discount voucher link
 Phase 2: Tweet pictures of each type of item from TJ Maxx
including: shoes, tops, dresses, bags, accessories, etc.
▪ Each tweet is assigned points 1-10 depending on how many times it is re-
tweeted
▪ Participants with the most re-tweets are entered into a sweepstakes to win a
$250 shopping spree.

14.  Show Us Your MAXXINISTA style
series
 Contest takes place the last week of
every month
 Can only participate if they “Like” TJ
Maxx page
 Consumers upload pictures wearing or
holding products they have purchased
at TJ Maxx
▪ Encourage Facebook friends to like their
picture
▪ Drives traffic to the TJ Maxx Page
▪ At the end of the week the person with the
most likes is the winner
▪ The winner received a $100 Gift Card to TJ
Maxx

15.  Stickers on the entrance doors at each location
 50th person to Check in at each location receives 10%
off their purchase
▪ Show phone to clerk to receive discount
▪ Maxxinista Badge
▪ FourSquare Users encouraged to visit multiple locations
▪ After visiting 5 locations awarded the badge

16.  Alerts for when new shipments arrive at stores
 Store Locator to find the closest store to you
 How Low Can You Go game
– How To Play:
• Select items from different categories including shoes,
apparel and accessories
• Move on to the next level by having lowest check out price
• 1st level: $1,000 and 10th level: $100
• Each level unlocks lower priced items
 Steal vs. Splurge game
– How to Play:
▪ Two items show up on the screen
▪ Decide which is the steal and which is the splurge
▪ After getting 20 correct, player is marked as Maxxinista and
can share accomplishment on twitter or facebook

17.  Online activity is fairly stagnant at this point
 Marshalls is leading the social media trend
among discount department stores
 Focus on social media campaign to increase
awareness, and consequently sales