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“We’re Christians, and we run our business on Christian principles.”      David Green, Founder and CEO of Hobby Lobby Stores, Inc.


home Accents

1.0

Project Introduction

1.1 1.2

Re-branding Hobby Lobby Mission Statement & Campaign Vision

2.0

Brand Research

2.1 2.2 2.3 2.4 2.5 2.6

Paper Abstract Research Paper Brand Attributes, Demographics & Target Market Brand Benefits & Unique Selling Position SWOT Analysis Style Boards

3.0

Brand Development

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9

Brand Logotype & Logomark Identity System Minimum Height & Clear Space Improper Use of Logo Color Typography Brand Voice Brand Imagery Textures

4.0

Design Solution

4.1 4.2 4.3 4.4 4.5 4.6 4.7

Print Ads External Branding Internal Branding Sitemap & Website (seasonal banner ads) Social Media Mobile Apps User Personas

5.0

References


Needle work


arts

1.0

Project Introduction

1.1 1.2

Re-branding Hobby Lobby Mission Statement & Campaign Vision


1.1

Re-branding Hobby Lobby By re-defining Hobby Lobby Stores, Inc. brand image, re-designing the brand’s current in-store and online shopping experience, re-branding the current social networking tools and presenting new technological trends as means for marketing and communicating with current and potential consumers, Hobby Lobby Stores, Inc. will increase sales and become the largest craft, hobby and unique lifestyle supplier in the nation within the next five years.

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Mission Statement & Campaign Vision

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1.2


Th e

Lobby brand visio y b b nw Ho ill w e n

reinforce the brand’s tenure

promote awareness of the thirteen unique departments

and experience in the

offered in-store and online which

crafting community through

include: scrapbooking, greeting cards,

social networking tools

party planning, seasonal merchandise, floral, fabric, home accents, needlework, framing, arts, hobbies, wearable art and jewelry making

increase in-store & online shopping revenue by adding value to it’s

gain respect

consumer’s loyalty and shopping experience

as being more than just an arts and crafts store in the consumer market

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paper crafting

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2.0 party planning

Brand Research

2.1

Paper Abstract & Research Paper

2.2

Brand Demographics & Target Market

2.3

Brand Benefits & Unique Selling Position

2.4

SWOT Analysis Style Boards

11


2.1

Paper Abstract & Research Paper

The world is full of so many personalities, lifestyles and experiences. Humanity is enriched from being inspired by everything it touches. Hobby Lobby, one of the nation’s top arts and crafts stores, caters to creative minds and everyday people alike. Today, Hobby Lobby wants to not only be number one in a market which shares profits of $16 billion, but also known as being more than just an art and crafts retailer. The company, which started in a humble 300 square foot store, now has more than 500 stores that hold more than 60,000 items to offer consumers across the country. Hobby Lobby stands on a strong core of values, takes pride in helping the community and in the way they do business. Increasing consumer awareness by highlighting and exploiting the shopping experiences the Hobby Lobby brand has to offer will ensure results immediately. This project explores how re-branding the company to appeal to a broader, modern and current market will skyrocket sales and consumer loyalty.

Introduction Albert Einstein once said “True art is characterized by

campaign will bring awareness to its thirteen unique departments, spacious stores, pleasant in-store and

an irresistible urge in the creative artist.” Hobby Lobby

on-line shopping experiences and a knowledgeable

Stores, Inc. started nurturing creative minds August

staff to place it at the forefront of its competition.

3, 1972 in North Oklahoma City with only 300 square

First, by answering how re-defining Hobby Lobby’s

feet of retail space. Today, Hobby Lobby Stores, Inc.

brand image by introducing a new tag line or slogan

operates over 502 stores in 41 states across the United

for the brand will help influence consumers’ buying

States. Currently, Hobby Lobby Stores, Inc. ranks third

behavior by evoking an emotional response (Wheeler,

in the craft and fabric retail industry. The question

2009). Second, highlighting the strategy to re-brand

being examined in this paper is why is the brand, which

in-store and online shopping experiences to increase

offers the widest variety of crafting and other unique

sales from both commerce opportunities by observing

lifestyle supplies in one location and clearly has the

in-store and external marketing. Lastly, the project

sure advantage over its competitors, ranks number

will examine re-branding opportunities in current

three amongst its competitors. The project will

social networking tools and present new technological

explain how a new Hobby Lobby Stores, Inc. branding

trends as means for marketing and communicating


Nurturing creativity in all areas, including literature and interactive blogs, is an active way to encourage the consumer to create more and to return to the stores to fulfill all their shopping needs. with current and potential consumers. As a result, Hobby

Hobby Lobby is known for being a large crafting store.

Lobby Stores, Inc. will increase sales and become the largest

Currently there is a big push to become known for being

craft, hobby and unique lifestyle supplier in the nation within

more than “just an arts and crafts store” which is even

the next five years.

stated on the company brand description online (“Hobby

Organization Across the board, Hobby Lobby Stores, Inc. creates a solid foundation for the company by providing loyal core attitudes internally. In its mission statement, the company vows to serve its employees and their families by establishing a work environment and company policies that build character, strengthen individuals

Lobby: Our Company,” 2012). To build strong consumer awareness of the company’s thirteen unique departments which include scrapbooking, greeting cards, party planning, seasonal merchandise, floral, fabric, home accents,

and nurture families. Any customer that has ever

needlework,

visited the stores or attempted to on a Sunday

framing, arts,

afternoon is familiar with the core religious values

wearable art and

the company upholds. Hobby Lobby Stores, Inc. has

jewelry making

a strong religious core that is reflective in its day-

will require time,

to-day business operations and the brand’s mission. Displayed in every store’s window are store hours, which include “Closed Sundays to Allow Employees time for family and worship” (“Hobby lobby: Our Company,” 2012). By providing a return on the owners’ investment, sharing

research and effective marketing. In addition to the plethora of departments, large selections of crafting

the Lord’s blessings with employees, and investing in the

magazines and books are available for purchase in-store

community stores have multiplied across the nation over

and online. Instructional classes for cake decorating and

the years and there is no trace of this trend stopping any

other exciting crafting trades are also available in-store.

time soon.

As a resource online, the company also added an online 13


shopping experience, which includes an online blog

store and selection, exhibiting to consumers a more

and craft idea program called Project: Inspiration™.

enjoyable shopping experience and better variety

Nurturing creativity in all areas, including literature and

of products. The store’s personnel physically hand

interactive blogs, is an active way to encourage the

counts inventory on the shelves every week.

consumer to create more and to return to the stores to fulfill all their shopping needs. Unlike its competitors, Michaels and Joann Art and

As a result, when less than half of a basic stock is available, more is ordered and therefore the stores always have what the consumer came to shop for

Fabric stores, Hobby Lobby Stores carry merchandise

available and employees are more knowledgeable

imported from many European and Asian countries,

about the products and better prepared to field

providing consumers items not widely available in the

customer questions. With so much to offer

United States. Compared to the shopping experience

consumers and a strong company foundation, the

Michael’s stores offer, with only 37,000 basic items and

question now becomes how does Hobby Lobby

average 18,300 square feet of selling space, the number

secure the top spot in a market saturated with a Do-

one crafting store in the nation is trumped by Hobby

It-Yourself trends highlighted in TV shows, magazines

Lobby which carries over 60,000 items and in some

and social media? In a world with everything at the

cases in stores as big as 50,308 square feet (“Hobby

consumer’s fingertips, the job of the company is to

Lobby,” 2012; Koslow, 2012; “Michaels Crafty,” 2012).

convince the consumer of what they want.

Effortlessly, Hobby Lobby Stores, Inc. has a bigger

Re-brand Strategy By taking a well-researched look at the company as a whole internally and externally and discovering a great tag line that captures the essence of the company will distinguish Hobby Lobby Stores, Inc. from its competitors (Wheeler, 2006). The slogan will be powerful, short and concise. The least amount of words used will make it the easier for the consumer to remember and have a greater impact (“The importance of,” ). Keeping this rule in mind will help eliminate words and phrases that will not work in this particular medium. Slogans taking up a whole sentence to convey a brand are less effective than a slogan with just three words, evident by some of the most popular slogans today that have stood the test of time (“The importance of,” ). After finding the best tag line for the company, the next task will be to saturate the right markets in media and popular cultures to gain exposure and reinforce the company’s message (Wheeler 2006).

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Hobby Lobby offers over 60,000 items in the company’s 522 stores and online as well. According to the 2010 United States Census, in 2010 Americans spent approximately $16 billion in stores on hobby and creative trades (“United states census,”). All online shopping sales exceeded $186 billion from American consumers alone (“Online shopping statistics,” ). With such a

With such a huge consumer market to tap into, the possibilities of growth are innumerable.

huge consumer market to tap into, the possibilities of growth are innumerable. Currently, Hobby Lobby offers wholesome, clean and sterile shopping experiences. The walls, shelves and floors are all calming tones of creams and off-white colors. Online, the main color used as a backdrop to display item is a very faint gray. Most of the colors expressed within both shopping experiences come from the products being offered. Signs throughout the store are all very consistent, red and white formats with black bold writing; which offer concise and prominent sales item information. However, during the re-

IN-STORE SHOPPING

ONLINE SHOPPING

INTERACTIVE APP

branding process, the shopping experience must be re-branded because it is the major piece in meshing the new essence presented to consumer and within the brand. Creating the Hobby Lobby brand vision as being a place where creativity lives and delivering on that promise will ensure consumer loyalty.

INTERACTIVE BLOG

SOCIAL MEDIA

BRAND AWARENESS

The current Hobby Lobby logo is a typographic solution created with a sans serif bold typeface in a bright orange and outlined royal blue colors. In color theory, the color orange stimulates enthusiasm and creativity. Orange combines the energy of red and the happiness of yellow and is associated with joy, sunshine, success, encouragement, and stimulation (“Color meaning,” ). The complimenting color blue, is often associated with depth and stability and symbolizes trust, loyalty, wisdom,

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(Wheeler, 2006). Therefore, allowing the products offered to create color on the shelves and in the online market is the right choice because the items live on the shelf and grants the consumer the opportunity to see the actual products and compare. Color, stimulates brand association and accelerates differentiation (Wheeler, 2006). Clean and modern sans serif fonts, resembling Din and Helvetica, will replace the current Papyrus font and serif fonts currently used for signage and body copy, so that modern elements from the logo will be reflected throughout the company branding. Papyrus and serif fonts are too stiff and convey a less modern personality. The new ad campaign confidence, intelligence, faith and truth (“Color meaning,” ). Both colors are true to the mission and essence of the Hobby Lobby brand. However, a new plan to re-brand the logo with a script font called KG Seven Sixteen by Kimberly Geswein will liven the company’s brand image and add a dose of personality reflective of it’s consumers. The curves and rhythm of the font will bring fun and feel more personal rather than corporate. As a result the plan is to make both colors the most prominent colors used with both shopping experiences in signage, mobile and online formats. Research has shown that 60% percent of the decision to buy a product is based on color 16

will use the same typographic and color treatment when designing weekly in-store signage, billboards and advertisements to facilitate recognition and build brand equity (Wheeler, 2006). The current orange and blue color scheme for the logo will be used for the new logo, so that current customers will have some core reference to the Hobby Lobby brand they are familiar with. Additional colors will be introduced throughout print and digital medias that reflect a bright personality for example, pinks, oranges, yellows and neon colors. Presently, Hobby Lobby offers consumers spacious stores, variety and great prices. With the new brand campaign in place, the first moment Hobby Lobby consumers walk to the door,


downloads the mobile application or visits the hobbylobby.com website, the new signage, brand collateral, in-store and online ads and cell phone apps will implement happier, brighter signage and will ultimately will encourage a more cohesive brand message and provide a more enjoyable consumer experience. Aligning merchandising strategies with displays, advertising, and sales strategies can create an experience and environment that makes it easy for customers to buy, and that inspire them to come back again and again (Wheeler, 2006). Imagery of young adults creating vibrant crafts from the products found in Hobby Lobby stores, parents encouraging the little creative minds they find in their children and women looking to spruce up dinner parties will be the core references to the brand throughout all marketing campaigns. Statistics show that of the 6.8 billion people on the planet, 5.1 billion of them own a cell phone (Hopkins, 2011). Considering this staggering number, one has to take into account the impact that mobile technology has over the 75% of the people on the planet, in society and in culture. Consumers connect in a society ruled by social media (“What consumers want,” 2011). With that said, it is imperative that Hobby Lobby has a commanding and integral presence within social media tools. Providing a shopping experience, which integrates in-store locations and online shopping experiences, will connect the consumer and Hobby Lobby in a more interactive and rewarding way. Capturing the essence of Hobby Lobby by proving to consumers that the company

Conclusion For Hobby Lobby, becoming the number one crafting store in the country should not just be a goal; it should be a requirement. The sole purpose for this project is to show that being number one is possible and within reach. The competition does not acquire and count by hand over 60,000 items from all over the country and the world. Hobby Lobby is the rightful owner of the number one position in today’s creative market. Hobby Lobby has the advantage over its competitors, but now it is time to be recognized for its superior position. Consumers today want companies to tell them where to shop and cater to their shopping experience when they are loyal. Hobby Lobby offers spacious stores, a plethora of departments and a variety of products to choose from at a great savings. Re-branding the company, while staying true to the very essence the foundation of this great corporation was founded on, will be no easy task. However, capturing the personality of an awesome American brand and highlighting its traits in a growing creative market will make for an awarding journey. Utilizing new branding tools and showcasing the brand through the great technological advances social media offers, will indeed benefit Hobby Lobby’s brand and reputation. Within the next five years, Hobby Lobby will be number one in a market waiting to be challenged. With a new look and a confident brand Hobby Lobby will blow its competition out of the ring.

is simply a whimsical and creative reflection of their ideas will build a brand that its competitors will envy. 17


2.2

Brand Target Market & Demographics Men, women, children and seniors who have a creative need for crafts, home decor, seasonal holiday supplies, fabric, toys and hobbies with everything they need to do a project

Enjoys being creative Located in city or town with a Hobby Lobby Store Household income of $30,000+

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Enjoys crafting

Ta

Women | AGES 21-50

et marke

t

under one roof. (“Hobby lobby stores,,� )


graphics

Children | AGES 10-15 Enjoys crafting

mo

Enjoys being creative

de

Located in city or town with a Hobby Lobby Store

d

o em

graphic

s

Men | AGES 24-35 Father Enjoys being creative Located in city or town with a Hobby Lobby Store Household income of $30,000+


2.3

Brand Benefits & Unique Selling Position Hobby Lobby Stores, Inc. consumers will receive the best service, selection and savings when they shop at the brand’s many locations. Hobby Lobby products stand above the competition because the brand offers the widest variety of crafting and other unique lifestyle supplies in one location. Through the new campaign project, the brand’s reach will increase awareness of their in-store and online shopping experience and capitalize on opportunities to reach a larger consumer audience by using social networking tools. As a result, there will be an increase in sales and consumer loyalty.

Feat

ure

#1

Feature #2

#3 Feature

Merchandise imported from many European and Asian countries

Bigger store and selection

Store personnel counts goods every week; when less than half of a basic stock is available, more is ordered

Hobby Lobby Store, Inc. is striving to become the #1 craft and fabric retailer in the country. In order to attain this, the brand must capitalize the opportunity to exploit the brand’s: 20


Offers consumers items not widely available in the United States

#1 t i f e n e b

More enjoyable shopping experience and better variety of products

benefit #1

Employees are more knowledgeable about their product offerings and better prepared to field customer questions

benefit #1

Specious stores and paying close attention to the overall ambience, including lighting and background music Pleasant shopping experience, in-store and on-line Huge selection of a variety of products Knowledgeable staff Inventory always in-stock

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2.4

SWOT ANALYSIS & style board The objective of the SWOT analysis is to identify the strengths of Hobby Lobby Stores, Inc. for a massive marketing campaign that will increase awareness of Hobby Lobby’s thirteen unique departments in-store and online. The analysis will also identify the current state of Hobby Lobby Stores, Inc. in-store and online shopping experiences for potential re-design that will promote an increase in sales. Lastly, the results will be used to analyze the Hobby Lobby Stores, Inc. brand to determine the value of consumer loyalty that will satisfy the need to rebrand all external, in-store, online and social networking marketing

Strengths

Weakness

• Over 60,000 products in store • Lower prices than competition • Offers widest variety of crafting and other unique lifestyle supplies in one location • Products from Europe and Asia, items not widely available in the United States • Knowledgeable staff

• Large store can be overwhelming • Items are sometimes difficult to locate in-store • Lines are long due to lack of barcode scanning technology • Online shopping experience is dim compared to online competition

Opportunities • D-i-y trend • Pinterest movement • Social media movement • Consumer loyalty program • Online blogs with contests and promotions • High volume of holiday decor production • SMS promotion trend

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Threats • Competition offers similar and cheaper products • Competition offers better product variety • Brand’s reach only penetrates the arts and crafts community • Consumers become impatient with lack of technology to operate store • Marketing campaign fails to reach consumers • People become uninspired by their own creativity


“Not just an arts and crafts store.” Hobby Lobby, Inc. Brand Statement

Greeting cards JEWELRY

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FRAMING

3.0

Brand Development

3.1

Brand Logotype & Logomark

3.2 3.3

Minimum Height & Clear Space Identity System

3.3

Improper Use of Logo

3.4

Color

3.5

Typography

3.7

Brand Imagery


Brand Logotype & Logomark The Hobby Lobby brand now has a strong, updated and personable logo that reflects the personality of the consumer base the company caters to. By creating a logomark using a circle with a paintbrush feel, sets the tone for encompassing creativity and a handmade feel.

®

®

Primary Logo Primary Icon

®

®

®

®

Primary Logomark II Primary Logomark II

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3.2

Minimum Height & Clear space To continue to preserve the Hobby Lobby brand equity, adhering to specific logo use and placement guidelines are mandatory. Graphic elements must keep a clears pace around the logotype equal to that of 2x’s the height of the letter “o” in Hobby Lobby. The minimum height of the logo should never be smaller than .75”.

®

®

2x 2x 0.5”

®

®

2x

2x

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3.3

Identity System The application of the primary Hobby LobbyŠ logo should always serve as the first impression. The examples below illustrate use case scenarios for logo application.

Building Signage

Advertising

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Hobbylobby.com

Mobile App


3.4

Improper Use of Logo The Hobby Lobby© logo should never be stretched or manipulated in any way.

®

®

Do NOT change the color of the logo.

Do NOT overlap the icon with the logo.

®

®

Do NOT manipulate the logo.

Do NOT rotate the logo.

Do NOT stretch the logo.

Do NOT compress the logo.

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3.5

Color The current orange and blue color scheme for the logo will be used to facilitate recognition by the current loyal customers of the Hobby Lobby brand and will in turn build brand equity. In color theory, the color orange stimulates enthusiasm and creativity and is associated with joy, encouragement. The complimenting color blue, is often associated with depth and stability and symbolizes trust, loyalty, wisdom, intelligence, faith and truth (“Color meaning,� ). Both colors are true to the mission and essence of the Hobby Lobby brand.

PMS 179C CMYK C0 M84 Y92 K0 RGB R240 G81 B41 HEX FF3300

PMS 2725C CMYK C93 M84 Y13 K2 RGB R52 G71 B140 HEX 006699

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PMS 2765C CMYK C96 M91 Y45 K55 RGB R20 G24 B57 HEX 000033

PMS 171C CMYK C0 M71 Y68 K0 RGB R240 G81 B41 HEX FF9966

PMS 452C CMYK c2 m1 y5 k0 RGB R194 G195 B181 HEX FFFFCC


3.6

Typography The typeface selected for the brand’s internal and external communications is called Pluto Sans. The typeface, as described by its creator, has a friendly and quirky personality, which reflects well with the new brand campaign.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Pluto Sans Bold / Headline / 18pt+ Pluto Sans Regular / Heading / Sub Heading / 12pt Pluto Sans Light / Body Copy / 9pt

Hobby Lobby Gives Back Starting in 2013 All stores will donate 10% to... As we are all aware, our strong core relies on our beliefs...

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3.7

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Brand Imagery Showcasing important imagery through photography and all media is very important to keep the foundation of the brand consistently strong. The Hobby Lobby, Inc. brand should always be represented by high quality and thoughtful imagery. Strong images that evoke creativity, learning, thought, joy, fun and family will elevate the brand and will continue the connection between Hobby Lobby, Inc. and strong core values


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Seasonal merch.

floral

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FABRIC

4.0

Design Solution

4.1 4.2 4.3 4.4 4.5 4.6

Print Ads External Branding Internal Branding Sitemap & Website Mobile Apps Social Media 35


4.1

Print Ads According to Statista.com Americans spend an average 123 hours reading magazine in a year (“Statista.com”). Considering the fact that women make up 80% of consumers in the US craft and hobby market, it would be a wise marketing decision to tap into the print market.

The advantage of having thirteen different and unique departments in the Hobby Lobby stores can also be a huge task when trying to bring awareness. Research shows that with the new brand campaign, target audiences, such as mothers, ages 23-40, will react emotionally to personal and thought provoking marketing as shown here in an ad for Parenting Magazine©.

®

®

parenting magazine© Distribution 2.3 mil+

She’ll only turn 1 once. Visit a Hobby Lobby store today for inspiration and party supplies. Come in and browse the possibilities.

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HOBBY LOBBY® www.hobbylobby.com


®

®

Considering facts that show Hobby Lobby’s market is made up of 80% women, who respond to color, emotion, family and inspiration, creating ads that have a call to action and evoke a sense of home and security will bring a great increase in sales and consumer loyalty.

better homes and gardens magazine© Distribution 3 mil+

Inspire life. Visit Hobby Lobby© stores on hobbylobby.com today for ideas and supplies and home accent, gauranteed to influence you each day. Come in and browse the possiblities.

HOBBY LOBBY® www.hobbylobby.com

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4.2

External Branding The #2 source of advertising in the United States of America are billboards, which reach 93% of Americans each day. It would benefit Hobby Lobby’s brand saturation and reach a bigger market if this opportunity of mass marketing was acquired.

Simple, clean and creative call to action billboards should be created. For brand equity purposes, the brand icon may be used instead of the logomark. As a result, association of the icon can build and form a stronger association with the Hobby Lobby brand.

Billboard 1 mil+ per day on average in city or town with a Hobby Lobby Store

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4.3

Internal Branding When the external actions of a company align with its internal culture, the brand resonates with authenticity. (Neumeier 136) It is very important to the Hobby Lobby brand that the internal functionality is excellent. The culture of the employees and their pride for the brand they work for will resognate throughout and build consumer loyalty that suprasses the competition.

Shopping Bag

creative expert

Jacob www.hobbylobby.com

EMPLOYEE name tag 40


Employing passionate people who care for others is key to the success of the brand. The new uniform consists of the Hobby Lobby orange and bears the icon. The shirts are a unique color that will help consumers immediately identify a staffer and will elevate their shopping experience. In turn, consumers will continue to be loyal to the store and sales will continue to increase.

EMPLOYEE UNIFORM

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4.3

Internal Branding Hobby Lobby has a reputation for having huge stores with tons of variety, but with that also comes a reputation of not knowing where a specific item might be. With new store signage and a visual color language for each department, Hobby Lobby’s customers will thrive and feel more at ease in their shopping experience.

Framing

50% Off CollAge Frames

Priced $19.99 & Higher. Exploiting the different weights of the brand’s typography will prove to be a great success. Using a consistent type treatment of bold typography to indicate what items are on sale and an italicized light typography to indicate more information will continue to bring forth a brand standard and set the visual communication with the brand’s consumers.

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IN-STORE SIGNAGE

Custom Frames Always marked 50% off

The marked price applies to frame only.

Photo Frames

Always marked 50% off

www.hobbylobby.com

®


®

Offer good for one item at regular price only. One coupon per customer per day. Must present coupon at time of purchase. Offer is not valid with any other coupon, discount or previous purchase. Excludes CIRCUIT® products, Tim Hotlz® Vagabond® Machine, helium tanks, gift cards, custom orders, special orders, labor, rentals or class fees. A single cut of fabric or trim “by the yard” equals one item. Online fabric and trim discount is limited to 10 yards, single cut. Cash value 1/10c.

We know creatives.

Home Accents 50% off Wood Décor Sale

Choose from wood wall décor & finished decorative wood accessories. Does not include furniture or unfinished craft wood.

Always 50% off the marked price

Choose from metal wall décor and functional & decorative metal accessories. Includes floral metal containers. Does not include furniture.

Does not include large trunks or craft and paperworking storage.

All Items labeled

Summer! 40% off

“The Spring Shop” items are not included in sale unless specified.

“Summer!” items are not included in sale unless specified.

Floral 50% Off Does not include seasonal

Furniture Always Marked 30% Off

Categories Listed

Ribbon & Trims by the Roll

Summer Crafts / VBS / Summer Décor / Floral Categories Listed

Needle Art 30% off

Items priced $5.99 and up

Coats® Classic Crochet Thread 300-400yrds. 2.22

I Love This Yarn®

Does not include ribbon, trim or tulle sold by the yard

Choose from acrylic yarn, solids, stripes, ombres & metalics. Does not include overdyed. 3.66 5& 7 oz.

Floral Arrangements

Does not include custom designs or potted trees.

Needle Art Kits

Choose from counted, baby, children’s, latch hook & stamped.

Framing 50% Off Categories Listed

CollAge Frames

Priced $19.99 & Higher.

Custom Frames Always marked 50% off.

The marked price applies to frame only

Weekly Ads

Includes glass department, floral glass vases, & craft glass containers. Does not include craft stained glass or glass tabletops.

the spring shop 40% off

Statuary / Garden Planters / Gazing Balls / Garden Wall Décor & More

Distribution 10 mil+

Candleholders Wall & table Trays, Coaster & Place Mats Glass Décor Sale

All Wicker, Decorative Boxes & Storage

All items labeled

the Paper Studio® & Stampabilities® Papercrafting Blowout Sale 40% Off Savings throughout the department!

Photo Frames

Choose from over 4000 products by the Paper Studio® and Stampabilities® brands.

Jewelry Making 50% Off Does not include sterling silver.

Master’s Touch® Single Art Brushes

Always marked 50% off The marked price

Categories Listed

Men’s Metal & Wood Décor

Knobs, Drawer Pulls & Handles

Decorative Crosses Metal Décor Sale

Weekly ads will be consistent with all brand standards, especially with brand imagery. High quality, color saturated imagery that evoke association with each highlighted depatment will continue to build brand equity.

Categories Listed Does not include seasonal

Decorative Vegetables & Fruit-Filled Bottles

Art Supplies 50% Off

Art Pads & Sketchbooks

40% Off

Promotional 2-Pack Canvas – 8x10

Crafting 30% Off Krylon® Spray Paint / Unfinished Wooden Categories Listed

Numbers & Letters / Pre-Cut Stained Glass – Single sheets only

T-Shirts

Always 30% off the marked price

Fashion Fabric

Duck Cloth Canvas - Prints & solids

30% off

Home Décor Fabric

Choose from prints, solids, sheets & laminated fabric. Always 30% off the marked price

Ribbon, Trim & Tule Spools

Does not include ribbon, trim or tulle sold by the yard

Hobby Lobby store hours: 9 AM - 8 PM Monday-Saturday Closed Sunday HOBBY LOBBY®

www.hobbylobby.com


4.4

Sitemap & Website for www.hobbylobby.com According to research, the best websites understand their customers and respect their needs and preferences. Hobby Lobby’s website should express an authentic brand identity which requires communication, information and design. (Wheeler 152) Websites are the portal into any brand and more often than not, determine a consumers loyalty. Building a clean, easily accessible website experience is of the most important. Hobby Lobby is a huge brand, and creating excitement and belonging in the hearts of the consumer is what will drive them to continue to shop, create and inspire others.

Shop Online

Project Inspiration

Gift Cards

Our Company

Hobby Lobby Online Catalog Site Map

Inspiration Sets

Terms and Conditions

Statement of Purpose

Inspiration Sets by Season

Order Gift Cards Online

Ministry Projects

Weekly In-Store Specials View This Week’s In-Store Ad Entire Ad Large View Printable Ad (PDF) View In-Store Coupon

Inspiration Sets by Category

Careers

Project Sheets by Season

Retail Careers

Project Sheets by Category

Corporate Careers

View Project Sheet List

Transportation Careers

Customer Service

Scrapbook Ideas

Why Hobby Lobby

FAQs

Featured Projects

Store Tour

Contact Us

Our Company

Visitor Survey

View Local In-Store Sales

Stores Hours Locations

Affiliated Companies

View Inspiration Sets List

Holiday Messages Hobby Lobby Visa Card

Email Subscriptions

International Vendors Special Considerations

Weekly In-Store Specials Help In-Store Coupon Help

Subscribe

Product Search

Unsubscribe

In-Store Return Policy

Update Profile

Online Return Policy

Tour

Recalls

News

2009 Recalls

Privacy Policy

2008 Recalls

Code Adam

Classes

Email Subscription Help

2007 Recalls

Safety Tips

Music Careers

2006 Recalls

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45


4.4

Sitemap & Website for shop.hobbylobby.com The shopping portal for the Hobby Lobby online store has an enormous variety and offers any creative or unique lifestyle product imaginable. The brand now needs to focus on the shopping experience and research how a shopper will decide which path to take in finding what they need. How can we inspire them to try to create something more than what they originally intended? Exploiting beautiful imagery, subtle visual cues by using icons for each department and providing the consumer with a clean and accessible shopping experience will win their approval.

Crafts, Hobbies & Fabric Crafts

Scrapbooking & Paper Crafts

Baking & Party Supplies

Artist Supplies

Bright Ideas Collection

Art Books

Adult Fashions, Hats & Headwear

Album & Album Kits

Cake, Cookie & Candy Making Supplies

Art Sets

Aprons, Bags & Fabric Surfaces

Card Making Accessories & Kits

Gift Wrap, Bags & Accessories

Beginner Artist Supplies

Basic Craft & Hobby Supplies

Chipboard & Mixed Media Components & Kits

Office Accessories & Decor

Brushes

Candle & Soap Making

Die Cut Machines & Accessories

Party Decorations & Favors

Calligraphy

Children’s Crafts & Activities

Embellishments- Brads, Flowers, Ribbon & More

Photo Albums, Brag Books & Journals

Canvas & Surfaces

Clay & Accessories

Glues & Adhesives

Serving Pieces & Accessories

Drafting & Architecture

Craft Paints & Accessories

Markers, Mediums & Pens

Stationery, Invitations & Thank You Notes

Drawing & Illustration

Craft Wood & Wood Crafting Supplies

Martha Stewart

Themed Parties & Solid Tableware

Furniture, Easels, Lamps & Light Boxes

Diorama & School Projects

Paper Crafts Idea Books

Treat Containers & Boxes

Paint Accessories

Dollmaking, Dollhouses & Miniatures

Paper, Cardstock & Page Kits

Fabric Paints, Markers & Accessories

Photo Gifts & Printer Papers

Home Decor & Framing

Feather Boas, Clips & Trims

Punches

Baby Decor & Decorative Pieces

Screen & Block Printing

Flip Flops, Shoes & Accessories

Rubber, Clear & Cling Stamps

Bathroom Decor & Accessories

Storage & Presentation

Glass Crafts

Stamping Accessories

Birdhouses & Wind Chimes

Hobbies

Stickers & 3-D Embellishment Stickers

Candles & Home Fragrance

Wedding & Floral

Infant & Toddler Fashions

Storage

Candle Holders & Candle Plates

Containers & Fillers

Iron-Ons, Appliques & Patches

Tools

Clocks

Dried Florals

Collegiate Home Decor

Floral Arrangements & Wall Decor

Lap Desks, Boards & Supplies

Paints, Mediums & Fixatives Poster, Project & Office Supplies

Maternity Fashions

Beads & Jewelry Making

Crosses

Floral & Greenery Bushes & Garlands

Models, Paints & Accessories

Beads by Brand

Decor by Theme

Floral Stems

Painting Surfaces

Bead Stringing Materials

Decorative Containers, Jars & Vases

Ribbon & Floral Decorations

Plaster & Casting

Charms & Pendants

Figurines & Decorative Table Pieces

Tape, Wire & Floral Tools

Stenciling

Glass & Czech Glass Beads

Frames

Wedding

Storage

Findings

Handles, Hooks, Knobs & Pulls

Wreaths & Forms

Jewelry Books

Individual Letters, Phrases & Words

Fabric & Sewing

Metal Beads

Kitchen Decor & Accessories

Seasonal & Novelty

T-Shirts, Tank Tops & Sweatshirts

Storage & Display

Ladies Decorative Pieces & Decor

Angry Birds

Canvas & Duck Cloth

SWAROVSKI Beads

Lamps & Accessories

Books & Music

Decorative Ribbons & Trims

Tools & Glue

Office & Home Library Decor & Accessories

Breast Cancer Awareness

Pillows, Rugs & Throws

Cards

Plate Chargers

Children’s Novelty Items

Faux Fur & Skins Felt, Flannel & Fleece

Yarn & Needle Art

Home Decor & Drapery Accessories

Yarn by Brand, Weight & Fiber

Plates, Plate Holders & Easels

Christmas

Home Decor Fabric, Tassels & Trims

Accessories & Notions

Storage & Organization

Collegiate Seasonal Decor

Quilting Fabrics

Batting, Fillings & Pillow Forms

Tassels & Drapery Accessories

Easter

Seasonal Fabric

Children’s Needle Art

Wall Decor & Art

Fall

Sewing & Quilting Notions

Crochet Hooks & Thread

Fashion Accessories

Cross Stitch & Needle Crafts

Gazing Balls & Stands

Knitting Needles

Home & Office Accessories

Latch Hook Accessories & Kits

Jewelry, Key Chains & Ladies Novelty Items

Looms & Knitters

Journals, Memo Pads & Inspirational

Needle Felting

Magnets

Plastic Canvas

Not of This World

Yarn & Needlework Idea Books

Summer Vinyl Letters Yard Art


47


4.5

Mobile App for www.hobbylobby.com Statistics show that of the 6.8 billion people on the planet, 5.1 billion of them own a cell phone (Hopkins, 2011). Considering this staggering number, one has to take into account the impact that mobile technology has over the 75% of the people on the planet, in society and in culture. An app that connects consumers to the store and gives consumers easy accessibility to the store layout, specials and crafting or any other unique lifestyle product that Hobby Lobby offers will build consumer loyalty and create a cohesive and stronger brand.

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Building an app interface that compliments the strong brand essence will not only set Hobby Lobby a part from it’s competition, it will push it to the forefront. Society today is all about information “right now.” Placing the Hobby Lobby brand in the consumers hands will indefinitley benefit the brand’s equity and ignite a consumer relationship.

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4.5

Mobile App for shop.hobbylobby.com Coinciding with the online shopping experience, the mobile app experience should be, if not more, easily navigated and accessible so that consumers can get to what they need, purchase and move on. Simplifying the menu with the icond created with each department and providing an immediate portal to search through the Hobby Lobby catalog is vital to the success of the online shopping experience.

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HOBBYLOBBYŠ S P E C I A L S Android/iOS home screen 50% OFFBuilding FRAMES SHOP FRAMES> a shopping app interface that compliments the strong brand essence will continue to build brand equity and consumer loyalty. Hobby Lobby takes pride in having a plethora of items and providing a variety of it. An app that showcases this, while seeming easily accessible will serve as a great tool for the consumer and a great financial gain for the brand.

PAPER CRAFTING NEEDLEWORK 50

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This Rustic Floral Frame is perfect for displaying treasured photos. It measures approximately 11 1/4” x 9 1/4” and holds 4 photos. It can be hung or displayed on a tabletop vertically using the built in easel. Frame says: Love Binds Us Together

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This Rustic Floral Frame is perfect for displaying treasured photos. It measures approximately 11 1/4” x 9 1/4” and holds 4 photos. It can be hung or displayedPRICE: on a tabletop $24.99 vertically using the built in easel. Frame says: Love Binds Us Together PROCEED TO SECURE CHECKOUT>

FEATURES • Online Coupon Codes • Weekly Specials • Social Media Access • Product Portal Search • Shop By Department • Instant Shopping Cart Information

51


4.6

Social Media Social media and society are now one. Society drives the interactivity and culture that has made social media the firestorm of information that it is today. Ads with bold, confident and creative statements that call for action will generate a buzz and a social movement to the loyal consumers. (“What consumers want,” 2011) Messages that evoke consumers to get up and do something creative will continue to encourage people to engage and shop at the brand’s stores.

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5.0 Wearable art

References

Color Meaning. (n.d.). Retrieved from http://www.color-wheel-pro.com/color-meaning.html “Estimated time spent* reading magazines in the U.S. from 2002 to 2012** (hours per person per year).”Statista.com. N.p., n.d. Web. 26 Nov 2012. <http://www.statista.com/statistics/186944/us-magazine-reading-habits-since-2002/>. Hobby Lobby: Our Company. (2012). Retrieved from http://www.hobbylobby.com/our_company/ our_company.cfm Hopkins, J. (2011, September 6). 9 Amazing Mobile Marketing Statistics Every Marketer Should Know. Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/24082/9-amazing-mobile-marketingstatistics-every-marketer-should-know.aspx Koslow, B. (2012, April 14). Orange city builds standing as commercial hub for area. Retrieved from http://www.news-journalonline.com/business/local-business/2012/04/24/orange-city-buildsstanding-as-commercial-hub-for-area.html Michaels Crafty Facts. (n.d.). Retrieved from http://www.michaels.com/About-Us/AboutUs,default,pg.html Online Shopping Statistics. (n.d.). Retrieved from http://visual.ly/online-shopping-statistics Shutterstock images and illustrations. Retrieved from www.shutterstock.com The Importance of Slogan Branding. (n.d.). Retrieved from http://marketingdeviant.com/the-importance-of-slogan-for-branding/ United States Census Monthly & Annually Retail. (n.d.). Retrieved from http://www.census.gov/retail/ Using billboards for marketing. (n.d.). Retrieved fromhttp://www.businessknowledgesource.com/ marketing/using_billboards_for_marketing_026351.html Wheeler, A. (2009). Designing brand identity: An essential guide for the whole branding team. (3 ed.). Hoboken, New Jersey: John Wiley & Sons, Inc. What Consumers Want -- The Three C’s. (2011, February 7). Retrieved from http://newsroom.cisco. com/feature-content?type=webcontent&articleId=5898214


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