Lots of greyed out sections, as this is used for reference purposes only. Does not represent the opinions of my employer or clients.

1. TRI-BRANDS 2013
HOLIDAY STRATEGY
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2. PURPOSE
Establish the strategy for The Gifter 2013 campaign.
AGENDA
What we learned in 2012
TRI-BRANDS HOLIDAY STRATEGY
Problem
Our Mission
Target
Manifesto
Insights
Strategy
Communications Plan
Ecosystem
Channel Roles
Recommendations & Timing
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3. WHAT WE LEARNED IN 2012 - STRENGTHS.
B:18.125”
T:18”
S:15”
T:30”
S:27”
B:30.125”
1. Strong lifts in top of mind awareness
2. Positive impact on brand perceptions
3. Drove purchase intent
Internal learnings
4. Idea led to vast extensions
5. Effective digital performance
Cinema
TV/Radio
Brand homepages/Facebook
Social/Twitter
CLIENT
Description
Bleed
Trim
Live
Gutter
Scale
Colors
Ln. Screen
Deadline
Pub List
Home Goods
Filename HOME12KB0093_TRIGifter_Standee_4.indd Job Mgr.#
TRI Brands-Gifter Campaign
Prod. Mgr.
Kevin Kinner
18.125” x 30.125”
Art Director
Ale Garibay
18” x 30”
15” x 27”
(Folds: None)
None
Acct. Mgr.
Copy Writer
11385
Last Date
Fonts
BentonSansComp (Bold Italic)
Renata Bankowski
None
10-26-2012 7:03 PM
Doc. Path
StudioMechanicals2:Volumes:St
udioMechanicals2:HomeGoods:
Final Mechanicals:HOME12KB0093_
TriBrands_
TheGifterCampaign:HOME12KB0093_
TRIGifter_Standee_4.indd
Inks
Placed Graphics
Studio Oper.
Studio Workstation
Prev. Oper.
Studio Workstation
10-26-2012 7:03 PM
Yellow
Proof #
4
Black
4c
None
HOME12KB0093_TJX_0833_compA_04.tif (581 ppi)
signoff.eps
Cyan
Magenta
10/26
NCM Media- Contact: Andrea Pino or Judy Duke FTP: ftp.ncm.com User: print_interactive Pass: Int3ractiv3
Shopping Bags
In Store
3

4. WHAT WE LEARNED IN 2012 - OUR 2013 OPPORTUNITY.
1
The Gifter campaign had weak scores for brand linkage, and
brand attribution was not balanced.
(TJ Maxx tended to overpower other two brands).
Internal research data
4

5. CREATIVE IDEA.
The Tri-Brand empowers women to become Christmas action-heros.
Everyone wants to be a great gift giver, a true Christmas
star. But many of us just need some help getting there.
Gift giving is a skill — a unique talent of generosity and
creativity. In this idea, we combined the attributes of
great gifting with another great Christmas tradition —
the Hollywood Blockbuster.
Creative idea
In 2012, we created a ‘parody trailer’ for a movie
centered on a female heroine who is a smart and savvy
shopper that loves to find a great deal. She is not simply
about getting gifts, she is about getting the best gifts.
And she is able to do this because of her secret
weapon – The TRI-BRANDS.
She is on a mission to make gifting better for all.
Everyone aspires to be her. Christmas shines brighter
because of her. She is THE GIFTER.
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6. STRATEGY FOR 2013.
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7. PROBLEM.
1
The Christmas shopping season is cluttered with retail messaging and it can be difficult to break through the noise.
2
Awareness as a go-to destination for gifts for TJMaxx, Marshall’s, & HomeGoods is not top-of-mind.
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8. OUR MISSION.
Position Tri-Brand stores as the top-of-mind gift-giving destination during the holiday season.
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9. WHO WE’RE TALKING TO.
OUR TARGET: Smart, savvy, stylish women (25-55 years old)
INSIGHT: Although Tri-Brand sales were up last year, there were
several reasons we think this 2013’s sales will be even better! In
2012, holiday sales were the weakest since the recession in 2008.
We experienced the presidential election, high unemployment,
natural disasters and fiscal cliff discussions, which deterred
Americans from spending as much in retail as they did in 2011.
This year, our shoppers may be more optimistic and less
fearful than 2012, leading to spending more on shopping
for gifts. We’ve categorized our target:
•Prospects: Non-shoppers, but non-rejectors. The gift giving
season may allow us to bring them into the franchise
•Gift-Giver Prospects: Occasional shoppers of Tri, but don’t
necessarily think of the stores during the gift-giving season
http://www.huffingtonpost.com/2012/12/26/holiday-shopping-season-2012_n_2364058.html
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10. WHO WE’RE TALKING TO.
OUR TARGET: Smart, savvy, stylish women (25-55 years old)
She is a skilled, savvy shopper who knows how to navigate offprice retailers, department store sales, and online deals. She
may be somewhat familiar with (and even an occasional
shopper of) the Tri Brand, but in the craziness of the holiday
season, we are not at the top of her ‘must shop’ list.
Two key drivers for her Christmas shopping motivation:
• She wants to give gifts that are unique and thoughtful --
gifts that don’t just thrill the recipient, but also reflect well
on her as a gift giver
• She has a practical desire to have her money go far - she’s
not cheap, but she loves the thrill of getting something
coveted at a great deal
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11. THE SAVVY GIFTER’S MANIFESTO.
What we’ll help our target become.
She’s the savviest, trendiest, most fashion-forward gift-giver.
Her gifts are unique, thoughtful, and perfect for everyone
she gives to! Whether small or large, trendy or practical, The
Gifter always knows just what to give someone.
We aim to make every woman feel like fabulous gift-giving
is achievable. We are enabling her shopper savviness by
giving her the secret weapons - the Tri Brand stores.
Similar to how fashion and home decor is an extension of
one’s personality, gifting can be an extension of herself.
Most importantly, she doesn’t sacrifice quality for value...
she wants both!
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12. HOW WE’RE GOING TO ACCOMPLISH OUR MISSION:
STRATEGIC PLATFORM.
Tri Brand enables better gifting
and better gifters at Christmas.
BECAUSE...
Quality
Tri-brands core offering is high-quality, unique, name-brand and designer gifts.
Value
These gifts are available at amazing prices every day - less than department
and specialty store prices.
Freshness
Unlike other department/retail stores, Tri-brands have a new selection of gifts
available daily - all the way through Christmas Eve. This combats the belief that
‘all the best gifts are gone’ after the first week of the shopping season.
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13. RESEARCH INSIGHTS.
INSIGHT
Gift-givers genuinely enjoy the feeling they get
from giving a great gift.
Gifts are an extension of a Gifter’s personality
just like fashion or home decor.
During the final shopping days leading up to
Christmas, shoppers can feel pressured they are
running out of gift options and time.
MESSAGING OPPORTUNITY
Emphasize Tri-Brand stores as gift-giving
destinations for these quality gift seekers.
Labeling someone a ‘Gifter’ is a badge
of honor we can celebrate.
Tri Brand stores have unexpected, unique
gifts with new merchandise arriving daily.
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14. BUILDING ON THE GIFTER.
2012
2013
INTRODUCE THE GIFTER
+
MAKE THE GIFTER ICONIC
EXPOSE TRI BRAND AS HER SECRET WEAPONS
+
HIGHLIGHT INDIVIDUAL BRAND STRENGTHS
A CHARACTER THAT INSPIRED US
+
A PROGRAM THAT ENABLES US TO ALL BECOME ‘GIFTERS’
STRONG PRESENCE DURING THE HOLIDAYS
+
RECOGNIZE THE GIFTER’S SUCCESS, POST-HOLIDAY
14

15. COMMUNICATIONS
PLAN
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16. TRI ECOSYSTEM.
Snapshot of all communications channels for Gifter messaging, from paid owned and earned.
TV :30s
TRI - ONLY
BRANDSPECIFIC
OWNED SOCIAL CHANNELS
RADIO
PAID SOCIAL CHANNELS
CINEMA
OWNED BLOGS
DIGITAL :15s
TV :15s
CRM
IN-STORE
PAID DIGITAL SPONSORSHIPS
AWARENESS PR
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17. ESTABLISHING CHANNEL ROLES.
Defining each channel’s purpose for The Gifter messaging during Christmas season.
CHANNEL
TV :30s
BRANDS
ROLE
TRI
Creating awareness of Tri Brands and breaking through the Christmas clutter
Radio
TRI
Creating awareness of Tri Brands with a focus on the freshness message
Cinema
TRI
Expanding Gifter awareness by tapping movie-goer audiences
TV :15s
In-Store
CRM
Awareness PR
Paid Site Sponsorships
Focus most efforts
and activity on
these channels, our
‘must-haves’
Creating awareness of Tri Brands and breaking through the Christmas clutter
Spreading awareness about Tri as the gift-giving destination on individual brand’s social
channels for our current fans and followers
Owned Social
Digital :15
PRIMARY
TRI
Amplifying Tri Brand awareness through short online video
Defining the messaging role of each channel
Enhancing the in-store experience for shoppers with Gifter messaging
Bringing Tri Brand to top-of-mind for our individual brand’s email subscribers
Reaching out to relevant influencers about Tri Brand as a must-go shopping destination
SECONDARY
These channels can
provide additional
support but not house
the core campaign
Increasing targeted awareness of Tri Brand gifting for audiences outside of our owned
Paid Social
Expand Gifter messaging and Tri Brand awareness digitally
Owned Blogs
Bring Tri Brand as a gifting destination top-of-mind for our blog readers
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18. RECOMMENDATIONS
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19. RECOMMENDATIONS.
•
TV
- (2) :30‘s (one ‘Freshness’)
- (3) :15’s dedicated to individual stores
•
Radio Tri
- (2+ TBD) :30’s (one ‘Freshness’)
•
Digital Display/site sponsorships
•
Integrated Media sponsorships
•
Digital Tri :15 (TBD #)
•
Social program (#TheGifter)
•
Contextual Extension in Cinema
•
In-Store (activated by TJX)
•
Post Program CRM/Social
Recommendations
19

20. TIMING.
April:
•Creative Development
May:
• Wednesday, 5/1: Rd 1 Creative Presentation
• Week of 5/13: Rd 2 Creative Presentation
• Week of 5/27: Rd 3 Creative Presentation
June:
• Shareout with executive leadership, Canadian counterparts, partner agencies
• Creative refinements as necessary
July:
• Week of 7/15: Approval to bid and commence Pre-Production
Comms plan for the messaging
roll out
August:
• Week of 8/5: Approve estimate & award job
September:
• Weeks of 9/2 & 9/9: SHOOT
• First Rough Cut review
October:
• Additional Rough Cut reviews & approval
• Final TV finishing
November:
• 11/1: Ship TV
• 11/11: Campaign launch
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21. THANK YOU
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