The document discusses a social media analysis and recommendations for TJ Maxx. It finds that Marshalls has higher social media volume. It recommends that TJ Maxx create an employee program to promote positive brand awareness and interact more with customers on Twitter and Facebook. Suggested social media initiatives for TJ Maxx include games and contests on Twitter using the hashtag #maxxinista, a "Show Us Your MAXXINISTA Style" photo contest on Facebook, and check-in promotions and badges on Foursquare to drive more store visits. A mobile app is also recommended with features like alerts for new inventory and games to engage customers.

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