CATALYST

M E G H A N T U C K E RN I C K G A D S BY

TAY L O R M C C A L L M A N

Current Position

Positive feedback from Lynchburg market

Customer connection and appreciation of range of selection in store

Involved in community

Central Problem

Lack of marketing which has resulted in a lack of name recognition

Marketing is borderline restricted to word of mouth and Facebook

6,000 Facebook likes584 Twitter followers928 Instagram followers515 Pinterest followers0 YouTube subscribers

Target Audience

Females Age 18-26College StudentsJustification:

Gladiola Girls is located within a close range of multiple college campuses and sells primarily female clothing

USP

Offers high end boutique style clothingOne of few stores in the Lynchburg area that

does soAppeals to target audience in style and price

rangeCompany offers a personal relationship feel

with each customer

Central Message

To raise consumer purchases at Gladiola Girls by 20% in the 3 month campaign time range by making use of the current best practices in public relations today.

Traditional Media

Television: shoot a 30 second ad centered on unpretentious shopping // will run on popular channels and local news hours

Print: run print ads detailing the clothing line and offering location details // will run in Lynchburg Living, The Champion, etc.

Billboard: design ad highlighting store info // will be placed on Timberlake, Wards, etc.

Social Media: regular posts across all platforms highlighting events, promotions, and sales

Social Media Appeal

Encourage follower connections via #gladiolagirls

Monthly sweepstakes, prizes and giveawaysFacebook voting on seasonal model challengeBlog links for female fashion trends and

stylesDevelop YouTube presence (thought

leadership)

Advertising via Programmatics

Beneficial specifically for small local businesses

Goal: get our name out and increase brand recognition

Make use of online search history, credit card purchases, and demographic profiles

Utilization of real-time bidding

Gamification

Gladiola “Be Glad” ChallengeGoal: Increase brand recognition and better store imagePost tasks weekly on store app and social media pushing

customers to post photos across all social media platforms @gladiolagirls #BeGladChallenge

Submitted photos will be added to drawing Complete all challenges each month and enter to win

$100 giftComplete all challenges all 3 months and enter to win

$250 gift card

Technologies

Goal: better connect the online to the offline retail experience

Develop smart phone app Utilize blog and social media links QR scanner Constantly updated list of inventory

Public Relations

Goal: continue growing charitable relationships and establish well-known presence in Lynchburg community

Current partnerships Miriam’s House of Lynchburg The Junior League of Lynchburg

Sponsor and purchase vendor space at local events: October 9th: Historic Appomattox Railroad Festival November 14th: 7th Annual Thomas Jefferson Wine Festival

Build partnerships with local non-competing shops: Iron and Grace Fitness Studio Bikram Yoga Studio Lynchburg 5th Street Art House Basket Case

Campaign Evaluation

Did we meet the goals we set for ourselves?Measure customer traffic on two platforms:

Measure sales to new customers based directly off of gamification campaign

Track increase in number of followers across social mediums during campaign period

Analyze the percentage increase the marketing provided for the company

Campaign Timeline

When: October 1-January 1 College age girls are winding down in the semester:

getting in shopping mood, especially with holiday season around the corner

Ability to display new arrivals for the upcoming year Versatile palette for women (scarves, hats, sweaters,

coats, etc.)Where: Lynchburg & surrounding areas

(including college campuses) Aim to appeal to target audience in condensed area

rather than broaden reach due to 3 month time range

Recap

Catalyst will make use of multiple best practices in public relations in order to increase sales and customer traffic across social media platforms for Gladiola Girls