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  Integrated  Marketing     Communication  Plan    

    Sarah  Kuhl   Ashley  Olson   Shalisa  Reitz   Emma  Vandercar  

 


Table  of  Contents   Preliminary  Pages    Team  Biographies  (Team).....................................................................................................................  03   Executive  Summary  (Olson)..................................................................................................................  04   Section  I:  Situation  Analysis   Background  on  Situation  (Kuhl).........................................................................................................  06   Product/Service  Offering  (Vandercar)............................................................................................  09   Industry  (Best  Practices)/Competition/Barriers  (Reitz)....................................................  16   Analysis  of  Past  IMC  and  Financial  Picture  (Olson).................................................................  23   Legal/Regulatory  Environment  (Kuhl)...........................................................................................  33   Section  II:  Target  Audience  Profile  and  Campaign  Objectives   Selection  and  Justification  of  Target  Audience  Profile  (Team)........................................  36   Statement  of  Campaign  Objectives  (Team)..................................................................................  43   Section  III:  Creative  Strategy    

IMC  Plan  Overview  (Vandercar)..........................................................................................................  49  

 

Presentation  of  Layouts  &  Analytical  Critiques  (Team).......................................................  51  

Section  IV:  Media  Strategy    

Selection  of  Media  and  Vehicles  (Team)........................................................................................  68  

 

Presentation  and  Justification  of  IMC  Media  Schedules  &  Strategy  (Team).............  69  

Section  V:  Support  Strategies    

Strategy  to  Be  Used  and  Justification  (Olson).............................................................................  77  

Section  VI:  Effectiveness  Measurement                                Proposed  and  Justification  of  Method  (Kuhl).............................................................................  81   Appendix  A:  In-­‐depth  Interview  Results  (Vandercar)............................................................................  85   Appendix  B:  Copy  Test  Results  (Vandercar).................................................................................................89  

 

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Team  Biographies   Sarah  Kuhl  is  currently  an  Integrated  Marketing  Communication  major  at  Illinois  State   University  and  will  be  graduating  in  December  2012.  She  has  been  working  as  the   ƒ”‡–‹‰‹–‡”ˆ‘” ǯ•LEAPForward  initiative  where  she  is  responsible  for  updating   and  creating  social  media  content.  As  the  marketing  chair  for  the  Student  Homecoming   Committee,  Sarah  was  responsible  for  planning,  promotion  and  advertising  for  more  than   15  events.       Emma  Vandercar  is  a  senior  Marketing  student  at  Illinois  State  University.  In  May  2013,   she  will  be  obtaining  her  Bachelor  of  Science  in  Integrated  Marketing  Communication  with   a  minor  in  Italian  Studies.  She  currently  works  for  the  Office  of  International  Studies  and   Programs  where  she  promotes  the  Study  Abroad  and  National  Student  Exchange  programs,   plans  orientations,  and  develops  marketing  material.  She  has  interned  at  Stoney  Creek  Inn   as  a  Marketing  &  Sales  Intern  where  she  created  flyers  and  sales  materials,  and  planned   both  corporate  and  social  events.  She  has  also  worked  as  a  Marketing  Consultant  for  the   Daily  Vidette,  where  she  sold  advertising  space  for  the  newspaper  and  developed   advertisements  for  the  clients.  She  has  also  worked  on  various  Marketing  projects  during   her  time  at  Illinois  State.       Ashley  Olson  will  graduate  in  Ma›ʹͲͳ͵™‹–Šƒƒ…Š‡Ž‘”ǯ•‘ˆ…‹‡…‡‹ƒ”‡–‹‰‹–Š‡ Integrated  Marketing  Communications  sequence  and  a  minor  in  Economics.  Her  past   experience  has  centered  on  creating  effective  marketing  communications  backed  by  strong   analysis.  She  currently  works  in  the  Marketing  Events  and  Projects  department  for   COUNTRY  Financial,  specializing  in  web  and  email  communications  for  corporate   campaigns.  Her  past  internships  include  international  marketing  research  for  Rust-­‐Oleum   in  Russia,  brand  management  for  the  newly  re-­‐branded  MyEdu  website,  and  advertising   sales  on  the  ISU  campus  for  University  Directories.  Additionally,  she  has  developed  her   skills  through  class  projects  throughout  her  Marketing  degree.     Shalisa  Reitz  will  be  obtaining  her  Bachelor's  Degree  of  Science  in  December  of  2012  from   Illinois  State  University.  She  is  a  Marketing  major  in  the  Integrated  Marketing   ‘—‹…ƒ–‹‘•‡“—‡…‡ǡ™‹–Šƒ‹‘”‹‘—‹…ƒ–‹‘–—†‹‡•ǤŠƒŽ‹•ƒǯ•’ƒ•– experience  as  the  Student  Activities  Intern  for  the  ISU  Honors  Program  involved   developing  and  implementing  all  of  the  program's  professional  development  activities,   special  events,  marketing,  public  relations  and  promotions.  This  summer  Shalisa  interned   in  Milwaukee  as  the  Special  Events  Intern  for  the  Leukemia  &  Lymphoma  Society  of   Wisconsin.  In  addition,  she  served  as  the  Public  Relations  and  Account  Intern  for  the   integrated  marketing  communication  agency  Core  Creative,  Inc.,  working  with  Verizon   Wireless,  Harley  Davidson  and  Northwestern  Mutual  client  accounts.      

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Executive  Summary   Our  team  of  marketing  students  at  Illinois  State  University  has  prepared  an  Integrated   Marketing  Communications  (IMC)  plan  for  Crossroads  Handcrafts  of  the  World.     Crossroads,  located  in  Downtown  Bloomington,  is  the  only  fair  trade  centric  store  in  the   area  and  one  of  only  16  Fair  Trade  Federation  certified  organizations  in  Illinois.  This   position  allows  Crossroads  to  be  a  truly  unique  retailer,  selling  products  and  benefits  no   other  local  store  can  provide.  The  shop  sells  a  variety  of  goods  from  around  the  world  that   support  global  artisans.     The  proposed  campaign  target  market  profile  includes  Illinois  State  University;  primarily   students  and  secondarily  faculty  and  staff  totaling  23,005  individuals.  Likely  patrons  of   Crossroads  enjoy  volunteering,  value  social  responsibility,  and  are  attracted  to  global,   unique  products.     The  purpose  of  this  campaign  is  to  generate  awareness  of  the  distinctive  features  of  the   shop  to  the  Illinois  State  University  campus.  The  campaign  platform  aims  to  educate   consumers  about  the  benefits  of  fair  trade,  draw  purchase  desire  for  the  unique  products,   and  create  an  emotional  connection  to  the  creators  of  the  handcrafted  products.  These   objectives  are  achieved  through  strong  visuals,  targeted  copy,  and  effective  visuals.     Copy  testing  revealed  that  our  audience  is  drawn  to  the  visual  aspect  and  warm  colors  used   throughout  the  proposed  campaign.  These  individuals  also  have  a  desire  to  learn  more   about  fair  trade  and  are  likely  to  shop  at  Crossroads  after  viewing  the  advertising  layouts.     The  creative  pieces  are  developed  with  a  warm,  earnest  appeal  in  order  to  connect  the   artisans  with  the  products.  Advertising  pieces  include:     x x x x x

Flyer  for  Festival  ISU   Door  hanger  for  students   Facebook  sharing  photo   Email  marketing  series   Website  layout    

Combined,  these  pieces  work  to  increase  exposure  and  enhance  perception  of  the  store,  the   products,  and  fair  trade.  By  utilizing  the  proposed  campaign,  Crossroads  can  enter  the   evoked  set  of  their  target  audience  and  bring  more  shoppers  into  the  store.    

 

 

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‡…–‹‘   ‹–—ƒ–‹‘ƒŽ›•‹•          

 

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Background  on  Situation   Background   Crossroads  Handcrafts  of  the  World  opened  its  doors  in  1988  in  historic  downtown   Bloomington  with  the  mission  of  helping  to  provide  vital  income  to  artisans  and  small   farmers  in  the  developing  world,  while  educating  the  community  about  the  cultures  and   conditions  in  which  they  live  and  work.  A  group  of  80  volunteers  is  responsible  for  running   this  non-­‐for-­‐profit  organization  [1].  Crossroads  Handcrafts  of  the  World  offers  a  large   market  of  certified  fair  trade  products.  Fair  trade  is  trade  in  which  fair  prices  are  paid  to   producers  in  developing  countries.  Organizations  that  support  fair  trade  seek  to  create   sustainable  and  positive  change  in  both  developing  and  developed  countries.  The  shop   provides  unique  gifts  from  over  65  certified  Fair  Trade  cooperatives  located  both   internationally  and  within  the  state  of  Illinois  [1].  The  unique  and  beautiful  merchandise   sold  at  Crossroads  Handcrafts  of  the  World  includes  home  décor,  jewelry,  global  and   holiday  treasures,  and  much  more.  Each  precious  product  is  handmade  and  offers  a  special   story  about  its  origins  and  the  origins  of  its  creator.    

Current  Situation   Today  Crossroads  Handcrafts  of  the  World  is  one  of  only  sixteen  certified  members  of  the   Fair  Trade  Federation  in  Illinois  [2].  Such  a  unique  product  offering  allows  Crossroads  to  be   a  truly  exclusive  gift  shop  in  the  area  providing  products  no  other  store  has  access  to.   Unfortunately  the  shop  is  facing  problems  reaching  the  Illinois  State  University  student   population.  The  students,  faculty,  and  staff  of  Illinois  State  University  account  for  22,285   potential  Crossroads  customers  [3].  Crossroad  has  the  opportunity  to  grow  exponentially  if   they  can  successfully  reach  members  of  the  student,  faculty,  and  staff  population.  A  major   problem  in  appealing  to  students  is  –Š‡•–‘”‡ǯ•Ž‘…ƒ–‹‘‹†‘™–‘™Ž‘‘‹‰–‘Ǥ ŽŽ‹‘‹• State  University  students  without  a  car  have  very  limited  access  to  transportation  to  the   downtown  area.  In  addition,  the  downtown  Bloomington  area  provides  very  little   incentives  for  students  to  visit  the  area.     Another  challenge  Crossroads  Handcrafts  of  the  World  is  facing  is  awareness.  A  majority  of   members  in  the  target  audience  have  either  never  heard  of  or  did  not  recognize  Crossroads   Handcrafts  of  the  World  when  interviewed  (refer  to  the  in  depth  interview  results   summarized  in  Appendix  A.)  Those  individuals  who  had  heard  of  Crossroads  did  not   include  the  shop  in  their  top  of  mind  responses  in  terms  of  local  gift  shops.  Increasing   awareness  among  the  student  community  will  be  an  important  goal  in  the  success  of  this   campaign.      

 

 

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Competitors   There  are  a  number  of  gift  shops  within  the  Bloomington-­‐Normal  community  that  are   competing  with  Crossroads  Handcrafts  of  the  World.  However,  no  other  gift  shop  in  the   area  offers  exclusively  certified  fair  trade  products.  To  distinguish  themselves  from  their   competition,  Crossroads  should  focus  on  emphasizing  not  only  the  quality  of  their   products,  but  also  focus  on  the  story  behind  the  products.  The  products  sold  in  the  store   are  created  by  artists  from  across  the  globe;  these  artists  each  have  a  unique  and   compelling  story  to  share.  This  is  a  trait  that  cannot  be  matched  by  any  other  competitor  in   the  area.    

Implications  for  IMC   Based  on  the  background  analysis,  Crossroads  Handcrafts  of  the  World  should  focus  on   continuing  to  maintain  their  strengths.  The  main  focus  should  be  on  the  fact  that  the   products  available  in  the  shop  are  truly  unique  and  cannot  be  found  at  any  other  store.  In   addition,  Crossroads  should  focus  on  telling  the  story  of  the  artists  behind  the  creation  of   each  gift.  Crossroads  Handcrafts  of  the  World  should  also  take  advantage  of  their  available   opportunities.  Crossroads  should  focus  on  reaching  the  large  student,  faculty,  and  staff   population  of  Illinois  State  University  to  increase  and  strengthen  their  customer  base.  This   campaign  will  primarily  focus  on  these  strengths  and  opportunities.        

 

 

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ƒ…‰”‘—†‘‹–—ƒ–‹‘‡ˆ‡”‡…‡•     [1]  Crossroads  Handcrafts  of  the  World  Website.  www.crossroadsfairtrade.com     [2]  Fair  Trade  Federation  Website.  www.fairtradefederation.org     [3]  Illinois  State  University  FactBook.   http://prpa.illinoisstate.edu/universityfacts/factbook/    

 

 

 

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Product/Service  Offering       Product  Description   Crossroads  offers  customers  a  wide  range  of  products.  With  over  3,000  fair-­‐trade  items  in-­‐ store,  there  is  surely  something  for  everyone  [1].  Crossroads  features  artisans  from  many   developing  countries  and  promotes  their  one-­‐of-­‐a-­‐kind  work.  Merchandise  in  the  store   includes:      home  décor,  table  displays,  plants  and  garden  items,  baskets,  cards,  personal   care  items,  jewelry,  accessories,  clothing,  sculptures,  stationary,  toys  and  games,  musical   instruments,  holiday  decorations,  and  other  global  treasures  [2].  Please  refer  to  Exhibit  1   and  2  for  examples  of  featured  products  [3].  Some  of  their  more  popular  items  are  coffee   and  chocolateȄboth  good  for  any  time  of  the  year  [4].      

 

Exhibit  1:  Crossroads  Product  Examples    

   

 

     

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Exhibit  2:  Crossroads  Wall    

 

Quality  of  Products   Being  a  member  of  the  Fair  Trade  Federation,  Crossroads  strives  to  create  partnerships   with  skilled  artisans  throughout  the  world.  The  producers  work  to  improve  the  consistency   of  their  work,  and  fair  trade  companies  monitor  the  quality.  Each  product  is  made  by  hand,   meaning  that  no  two  are  completely  identical.  These  artisans  take  great  pride  in  their  work,   and  they  are  pleased  that  others  want  to  purchase  their  products  at  a  fair  price  [5].  When   conducting  our  in-­‐depth  interviews,  we  found  that  consumers  come  to  gift  shops  to  find   quality,  unique  gifts,  and  Crossroads  has  just  that  [please  refer  to  Appendix  A  for  a   summary  of  interview  results].      

Distinct  Attributes   The  most  important  salient  and  distinctive  attribute  of  Crossroads  is  that  they  are  a  fair   trade  shop.  This  means  that  consumers  have  confidence  that  when  they  purchase  a  product   from  the  store,  they  are  directly  helping  that  person  who  made  the  gift.  By  providing   insight  into  who  makes  the  gift,  like  a  signature  on  the  back  of  a  handmade  card,  the   consumer  has  a  connection  with  the  artisan.  Shoppers  come  to  Crossroads  because  it  gives   them  a  sense  of  well-­‐being,  not  to  mention  they  are  getting  a  one-­‐of-­‐a-­‐kind  gift  [4]!    

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Intangible  and  Aesthetic  Aspects   Shopping  at  Crossroads  makes  consumers  proud;  when  they  leave  the  store,  they  have  a   ‡™ǡ—‹“—‡‰‹ˆ–ǡƒ†–Š‡›Šƒ˜‡ƒ†‡•‘‡‘‡ǯ•Ž‹ˆ‡„‡––‡”ǤŠ‡‹–ƒ‰‹„Ž‡ƒ•’‡…–‘ˆ shopping  here  is  that  consumers  feel  that  they  have  accomplished  something  and  have   given  back  to  the  community.  Connecting  with  the  producer  is  also  a  key  element  in  helping   the  consumer  become  satisfied  with  their  purchase.  The  consumer  feels  that  they  have   †‹”‡…–Ž›ƒ‹†‡†‹„‡––‡”‹‰–Š‡ƒ”–‹•ƒǯ•Ž‹ˆ‡ƒ†–Šƒ––Š‡›™ƒ––‘…‘–‹—‡–‘Šelp  othersȄ which  keeps  them  coming  back  in  the  future.    Another  aspect  that  makes  customers  return   is  the  ambiance  of  CrossroadsȄthe  clean,  organized  store  combined  with  the  unique   merchandise  gives  a  feeling  that  no  other  store  in  Bloomington-­‐Normal  can  offer.  The   stories  of  the  artisans  posted  around  the  store  also  aid  in  creating  a  sentimental  feeling  for   the  customers  as  they  browse  the  racks  [4].  Please  refer  to  Exhibits  3  and  4  to  visualize  the   aesthetics  of  Crossroads  [3].    

     

Exhibit  3:  Crossroads  Merchandise                                                  

 

 

   

       

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Exhibit  4:  Crossroads  Product  Racks    

                                                       

Usage  Situation     Customers  of  Crossroads  come  to  the  store  for  a  number  of  reasons.  From  our  in-­‐depth   interviews,  the  main  reason  the  Bloomington-­‐Normal  community  goes  to  gift  shops  is  to   find  unique  gifts  that  are  of  good  quality.  They  typically  visit  these  shops  around  major   holidays,  especially  Christmas,  and  birthdays.  Customers  know  that  Crossroads  offers   merchandise  that  cannot  be  found  anywhere  else,  and  that  giving  a  gift  from  here  not  only   benefits  fair  trade,  but  also  sets  their  gift  apart  from  others  that  may  be  given  [2].    

 

  

Seasonal  Fluctuations

Although  Crossroads  is  open  all  year,  there  are  months  that  are  busier  than  others.  During   the  holiday  months,  November  and  December,  Crossroads  makes  50%  of  their  annual  sales.   Gift-­‐giving  is  most  popular  around  this  time  of  the  year;  therefore,  the  store  sees  a  big   influx  of  customers.  During  the  rest  of  the  year,  they  do  steady  business  each  month.  During   –Š‡‘–Š•‘ˆ‘–Š‡”ƒŒ‘”Š‘Ž‹†ƒ›•ǡŽ‹‡ƒŽ‡–‹‡ǯ•ƒ›ǡ•ƒŽ‡••‡‡ƒ•Ž‹‰Š–‹…”‡ƒ•‡ǤŠ‡ months  with  the  lowest  grossing  sales  are  January  and  August  [1].  Please  refer  to  Exhibit  5   for  a  graphical  representation  of  annual  sales.    

 

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Figure  1:  Crossroads  Seasonal  Sales  Fluctuations    

January  and  August February,  March,  April,  May,  June,  July,  September,  October November  and  December Source:     Class  visit  with  Charline  Watts.  President  of  the  Board.  Crossroads  Handcrafts  of  the  World.  September  13,  2012.    

 

Market  Constraints/Channel  of  Distribution   Crossroads  is  open  Monday  through  Saturday,  10:00  am  Ȃ  5:00  pm.  This  may  be  one  of   their  largest  market  constraints.  The  hours  of  operation  are  not  allowing  Crossroads  to   target  those  individuals  who  may  work  or  go  to  school  all  day,  severely  limiting  their   customer  base.  They  are  located  at  428  North  Main  StreetȄright  in  the  heart  of  downtown   Bloomington.  This  is  their  main  channel  of  distribution,  along  with  booths  set  up  at  various   festivals  throughout  the  year.  Their  location  is  great  for  those  individuals  who  are  walking   around  Bloomington,  but  not  for  their  suggested  target  marketȄIllinois  State  University   (ISU)  students  and  faculty.  Though  Crossroads  is  not  far  away,  not  every  student  has  a  car   and  it  is  difficult  to  walk  there.  Those  who  do  drive  have  some  difficulty  finding  a  place  to   park  directly  outside  of  the  storefront  [2,  3].    

 



Strengths   Crossroads  offers  something  not  many  stores  around  the  area  offerȄfair  trade  products.   Š‡‹••‹‘‘ˆ–Š‡‹”•–‘”‡‹•–‘‡Šƒ…‡–Š‡‹”’”‘†—…‡”•ǯŽ‹˜‡•ǡƒ†‹ˆ–Š‡›…‘—Ž†ƒ‡–Š‡‹”

 

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target  market  aware  of  this,  they  would  be  seeing  a  tremendous  increase  in  sales.  The   unique  and  quality  items  in  the  store  are  unlike  any  other  around,  which  makes  it  a  great   choice  for  gift-­‐giving.  Another  positive  aspect  of  their  store  is  that  they  do  not  have  to  pay   employeesȄthe  store  is  fully  staffed  by  volunteers.  The  store  offers  many  different   varieties  of  products,  ensuring  that  there  is  something  for  everyone  who  shops  there  [2]    

Weaknesses  

The  main  weakness  Crossroads  has  is  that  not  many  people  know  about  them,  or  more   specifically,  cannot  recall  them  by  name.  In  our  in-­‐depth  interviews,  only  25%  of  the   participants  had  ever  heard  of  Crossroads.  Their  location  in  downtown  Bloomington  is  not   the  most  ideal.  Their  direct  competition  is  with  Uptown  Gifts  and  Accessories  and  the  Garlic   Press,  which  both  reside  in  uptown  Normal,  a  much  better  area  to  reach  the  ISU   community.  Their  hours  of  operation  are  also  limiting  their  exposure  and  need  to  be   reconsidered  in  order  to  increase  both  traffic  and  sales.  Crossroads  also  needs  to  re-­‐vamp   their  website.  It  is  sparse  and  needs  more  information  in  order  to  attract  more  site  visits.   Their  social  media  presence  also  needs  some  work;  Crossroads  needs  to  be  using  this   promotional  tool  to  reach  their  target  audience  and  save  on  marketing  costs  [2]  

 

Implications  for  IMC   Becoming  familia”™‹–Š”‘••”‘ƒ†•ǯproducts,  strengths,  and  weaknesses  will  be  a  great   asset  as  we  develop  our  IMC  plan  for  the  store.  We  will  highlight  that  Crossroads  offers   very  unique,  high  quality  gifts  made  from  skilled  artisans.  We  also  want  to  better  promote   that  Crossroads  is  a  part  of  the  Fair  Trade  Federation  and  that  –Š‡•–‘”‡ǯ•’”‘†—…–•Šƒ˜‡ƒ powerful  story  behind  them.  When  the  target  audience  is  exposed  to  these  attributes,  they   are  much  more  likely  to  visit  Crossroads,  and  ultimately  purchase  these  one-­‐of-­‐a-­‐kind   items.        

 

 

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”‘†—…–Ȁ‡”˜‹…‡ˆˆ‡”‹‰‡ˆ‡”‡…‡•    

[1]    Watts,  Charline.  "Marketing  Project  Questions."  Message  to  Emma  Vandercar.  09  Oct   2012.  E-­‐mail.     [2Ȑ”‘••”‘ƒ†• ƒ†…”ƒˆ–•‘ˆ–Š‡‘”Ž†™‡„•‹–‡ǡDz ‘‡ǤdzŠ––’ǣȀȀ…”‘••”‘ƒ†•ˆƒ‹”–”ƒ†‡Ǥ…‘Ȁ     [3ȐDz”‘••roads  Global  Handcrafts  ."  Facebook.  N.p.,  10  Oct  2012.  Web.  07  Oct  2012.   <http://www.facebook.com/crossroadsfairtrade?ref=ts&fref=ts>.     [4]    Watts,  Charline,  President  of  the  Board,  Crossroads  Handcrafts  of  the  World,  Class  Visit,   September  13th,  2012.     [5ȐDz ƒ‹””ƒ†‡›–Š•Ǥ̶Fair  Trade  Federation.  Vizualle,  2012.  Web.  09  Oct   2012<http://www.fairtradefederation.org/ht/d/sp/i/198/pid/198>.  

 

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Industry  (Best  Practices)/Competition/Barriers   Industry   Crossroads  Handcrafts  of  the  World  is  a  part  of  both  the  Gift  Shop  and  Card  Stores  Industry   and  the  Fair  Trade  Industry  [1].  The  competition  of  Crossroads  within  the  local   Bloomington-­‐Normal  area  exists  primarily  in  the  Gift  Shop  and  Cards  Industry.  However,  to   analyze  and  understand  the  best  practices  that  are  relatable  to  Crossroads,  we  must   include  an  understanding  of  the  Fair  Trade  Industry  as  well.      

Gift  Shops  &  Card  Stores  Industry   The  Gift  Shops  &  Card  Stores  Industry  is  the  best  industry  for  defining  the  market  of   Crossroads  Handcrafts  of  the  World.  This  industry  includes,  among  many  other  things,  the   retail  of  gifts,  novelty  merchandise,  souvenirs,  greeting  cards,  and  seasonal  and  holiday   decor  [1].  According  to  IBIS  World,  the  industry  products  include  souvenirs,  cards,   collectible  gifts,  novelties,  holiday  and  seasonal  decorations,  party  supplies  and  gift  wrap   [1].  The  products  of  this  industry  are  directly  aligned  with  the  products  available  at   Crossroads.       Spending  on  gifts  and  greeting  cards  is  expected  to  increase  within  the  next  five  years  due   to  the  revival  of  income  levels.  However,  this  industry  is  still  expected  to  see  an  overall   revenue  decline.  The  decline  is  caused  by  the  increase  in  competition  from  free  virtual   outlets  that  offer  online  greeting  cards  and  are  expected  to  deter  the  growth  over  the  next   five  years  for  the  Gift  Shops  &  Card  Stores  Industry.  This  decline  in  revenue  growth  is  also  a   result  of  consumers  increasingly  shopping  at  discount  retailers  for  these  products  [1].      

Fair  Trade  Industry   The  Fair  Trade  Industry,  as  written  in  the  mission  of  the  Fair  Trade  Federation,  focuses  on   Dz„—‹Ž†‹‰‡“—‹–ƒ„Ž‡ƒ†•—•–ƒ‹ƒ„Ž‡–”ƒ†‹‰’ƒ”–‡”•Š‹’•ƒ†…”‡ƒ–‹‰‘’’‘”–—‹–‹‡•–‘ ƒŽŽ‡˜‹ƒ–‡’‘˜‡”–›ǤdzȏʹȐŠ‹•‹†—•–”›‹•…‘…‡”‡†™‹–Š–Š‡™‡ŽŽ-­‐being  and  economic   prosperity  of  all  people  in  the  world  and  the  environment.  The  values  of  the  Fair  Trade   Industry  center  on  trading  that  promotes  positive  change  and  the  labor  and  dignity  of   people  globally.  The  premise  of  Fair  Trade  is  to  sustain  an  economic  partnership  that   creates  a  just  and  sustainable  international  trading  system.  Members  are  committed  to   consumer  knowledge  and  respectful  partnerships  [2].     In  2006,  the  World  Fair  Trade  Organization  reported  that  fair  trade  sales  had  reached  a   high  of  $2.6  billion.  Crossroads  is  contributing  to  these  sales  and  shares  the  same  values   that  the  Fair  Trade  Federation  uses  as  guidelines  and  principles.  Crossroads  has   contributed  to  increasing  consumer  awareness  of  Fair  Trade.  They  reference  this  in  the   second  part  of  –Š‡‹”‹••‹‘ǡDz‡†—…ƒ–‹‰‘—”…‘—‹–›ƒ„‘—––Š‡…—Ž–—”‡•ƒ†…‘†‹–‹‘• ‹™Š‹…Š–Š‡›Ž‹˜‡ƒ†™‘”dzȏʹȐ.    

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Best  Practices   Crossroads  Handcrafts  of  the  World  is  a  non-­‐profit  shop  with  a  unique  story  and  set  of   values,  largely  focused  on  the  concept  of  Fair  Trade.  However,  to  showcase  their  products   ƒ†ˆ‘”–Š‡•Š‘’ǯ••—”˜‹˜ƒŽǡ–Š‡›—•–ƒ†ƒ’–™ƒ›•–‘ˆ—”–Š‡”‹…”‡ƒ•‡ƒ™ƒ”‡‡••ƒ†•ƒŽ‡•Ǥ In  an  article  listing  marketing  ideas  for  nonprofits,  author  Kimberly  Johnson  points  out  that   nonprofit  organizations  also  have  very  small  budgets  while  still  attempting  to  reach  a   target  market.  Johnson  then  points  out  her  tips  as  pertaining  to  organic  marketing,  also   …ƒŽŽ‡†Dz‰—‡”‹ŽŽƒƒ”‡–‹‰Ǥdzȏ͵Ȑ ‡”‹†‡ƒ•‹…Ž—†‡ƒ––”ƒ…–‹‰ƒ––‡–‹‘–‘’”‘†—…–•ƒ† causes  by:       Writing/Blogging/Posting  -­‐  writing  and  posting  articles  in  a  field  of  expertise  is  a  great   way  to  educate  potential  customers  while  simultaneously  promoting  a  product  or  cause   Utilizing  Social  Media/Technology  -­‐  establish  business  profiles  and  join  industry-­‐ specific  group  within  Facebook  and  LinkedIn  that  ensures  consumers  get  access  to  posts,   product  offerings  and  promotions,  and  events  that  may  increase  traffic   Collaborate  -­‐  find  ways  to  collaborate  on  an  event  with  a  company  or  group  whose  brand   is  currently  larger  and  who  will  then  cross-­‐promote  and  mention  the  company  in  their   advertising   Referrals  -­‐  encourage  customer  feedback  and  comments,  remembering  that  word-­‐of-­‐ ‘—–Š”‡ˆ‡””ƒŽ•‹…”‡ƒ•‡•ƒ…‘’ƒ›ǯ•˜ƒŽ—‡–‘’‘–‡–‹ƒŽ…—•–‘‡”•ƒ†‹•–Š‡‡–Š‘†„› which  most  customers  are  gained   Support  the  local  community  -­‐  …‘•‹•–‡–Ž›…‘—‹…ƒ–‡ƒ…‘’ƒ›ǯ••—’’‘”–‘ˆŽ‘…ƒŽ organizations  and  groups,  developing  more  support  of  those  members  and  publicity  for   the  business   Colleges  and  Universities  -­‐  use  local  universities  to  offer  unpaid  internships  that  would   offer  experience  to  the  student,  as  well  as  applied  knowledge  to  the  company;  also  utilize   the  large  population  of  students  and  reach  out  to  their  campuses  to  form  a  relationship   with  this  market  [3].     Each  of  these  marketing  tips  exemplify  best  practices  that  provide  low-­‐cost  marketing   opportunities  with  high  target  market  reach.  By  implementing  them,  Crossroads  could   potentially  reach  a  larger  customer  base  and  reach  customers  who  are  truly  interested  in   the  products  that  Crossroads  offers  and  the  cause  that  it  supports.  The  primary  and   secondary  research  and  the  in-­‐depth  interviews  that  our  team  performed  allowed  us  to   select  a  target  market  that  Crossroads  can  now  focus  their  marketing  efforts  on  by   implementing  the  marketing  strategies  above.        

 

 

17  


Competition/Barriers     After  conducting  primary  and  secondary  research,  including  in-­‐depth  interviews  with  the   target  audience,  the  competition  and  barriers  for  Crossroads  have  been  determined.  The   …‘’‡–‹–‹˜‡‡˜‘‡†•‡–‘ˆ”‘••”‘ƒ†ǯ•–ƒ”‰‡–ƒ”‡–‹…Ž—†‡•’–‘™ ‹ˆ–•Ƭ……‡••‘”‹‡• and  The  Garlic  Press.  These  stores  are  local  competitors  of  Crossroads  located  in  the   Bloomington-­‐Normal  area  and  are  also  in  the  Gift  Shops  and  Card  Stores  Industry.     One  of  the  barriers  that  Crossroads  Handcrafts  of  the  World  faces  is  a  lack  of  knowledge   and  understanding  about  their  products  and  the  stories  behind  them  from  the  target   audience.  It  is  essential  for  Crossroads  that  the  target  audience  is  able  to  understand  that   purchasing  their  products  over  those  of  competitors  in  the  local  area  will  benefit  people   and  the  environment  from  around  the  globe.  Crossroads  also  faces  a  barrier  because  the   target  audience  is  not  aware  of  the  unique  products  that  Crossroads  offers  in  comparison   to  their  competition.  It  would  be  most  beneficial  for  Crossroads  to  overcome  both  of  these   barriers  so  that  their  target  market  not  only  is  aware  that  Crossroads  has  unique  products   like  its  competitors,  but  also  that  by  choosing  Crossroads  over  a  competitor  they  are   benefiting  other  people  in  the  world.       Uptown  Gifts  &  Accessories   Through  marketing  research  we  found  that  Uptown  Gifts  &  Accessories  was  a  leading   competitor  of  Crossroads  in  the  Gifts  Shops  and  Card  Stores  Industry.  Uptown  Gifts  is  a   locally  owned  gift  store  located  in  Uptown  Normal  near  Illinois  State  University.  It  is  open   longer  hours  than  Crossroads,  with  the  schedule  being  Monday-­‐Saturday  10  a.m.  Ȃ  7  p.m.   and  Sunday  Noon  Ȃ  4  p.m.  These  hours  are  extended  during  the  holiday  season  to  account   for  the  increased  store  traffic.    Uptown  Gifts  offers  a  variety  of  unique  items  including:     x

Brand  name  purses  

x

Glassware  

x

Jewelry  

x

Home  décor  

x

Gifts  for  special  occasions  

  While  speaking  to  the  store  manager,  she  revealed  that  Uptown  Gifts  &  Accessories  shares   the  same  owner  as  The  Mole  Hole,  a  gift  shop  that  operates  locally  in  Bloomington.  They   could  only  give  us  a  combined  estimate  of  the  two  shops  advertising  expenses  (about   $14,500  a  year)  and  yearly  sales  of  $880,000.  Their  yearly  sales  have  seen  an  increase  of   about  20%  every  year.  The  store  manager  of  Uptown  said  that  their  primary  forms  of   advertising  are  radio,  newspaper  and  an  emphasis  on  The  Daily  Vidette  ads  to  reach  the   college  population  [4].  The  store  relies  heavily  on  word-­‐of-­‐mouth,  hoping  to  enlighten    

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customers  that  their  general  perception  of  the  store  as  a  high-­â&#x20AC;?end  and  expensive  shop  is   not  entirely  accurate.  Uptown  Gifts  uses  Facebook  and  social  media  to  increase  their  traffic   and  promote  their  deals,  as  well  as  a  program  called  E-­â&#x20AC;?blast  that  connects  them  through  e-­â&#x20AC;? mail  to  their  best  customers.       Uptown  Gifts  &  Accessories  offers  unique  gifts  and  dĂŠcor  similar  to  Crossroads,  but  does   not  supply  the  Fair  Trade  products.     The  strengths  of  Uptown  Gifts  &  Accessories  include:     x

Location  near  University  campus  

x

Hours  and  days  of  operation  

x

Trend  in  sales  increase  for  larger  advertising  budget  

x

Variety  of  selection    

The  weaknesses  of  Uptown  Gifts  &  Accessories  include:     x

Perception  that  all  prices  are  relatively  expensive  

x

Lack  of  unique  handcrafted  items  

x

Â?Â&#x192;Â&#x17D;Â&#x17D; Â&#x192;Â&#x2026;Â&#x2021;Â&#x201E;Â&#x2018;Â&#x2018;Â?Â&#x2019;Â&#x201D;Â&#x2021;Â&#x2022;Â&#x2021;Â?Â&#x2026;Â&#x2021;Â&#x2039;Â?Â?Â&#x2021;Â&#x192;Â&#x2022;Â&#x2014;Â&#x201D;Â&#x2021;Â&#x2018;Â&#x2C6;DzÂ&#x2039;Â?Â&#x2021;Â&#x2022;Çł  

x

Unable  to  attract  a  large  student  population  (currently  only  reaching  25-­â&#x20AC;?30%)    

The  Garlic  Press   The  Garlic  Press  is  a  locally  owned  cafĂŠ  and  gift  shop  that  is  situated  in  Uptown  Normal.   The  hours  of  the  Garlic  Press  are  Monday  Č&#x201A;  Saturday  10  a.m.  Č&#x201A;  7  p.m.  and  Sunday  11  a.m.  Č&#x201A;   4  p.m.  The  store  offers  a  wide  variety  of  products  and  serves  to  the  local  community   including:     x

Kitchen  and  bath  items  

x

Toys  for  children  and  kids  

x

Holiday  and  home  dÊcor  

x

Bridal  registry  

x

Cooking  classes  

x

Miscellaneous  gifts  [6]  

 

 

19  


Š‡•–‘”‡ƒƒ‰‡”ǡƒǡ‡š’Žƒ‹‡†–Šƒ––Š‡•–‘”‡ǯ•’”‹ƒ”›ƒ”‡–‹‰‘™ˆ‘…—•‡s  on  a   newsletter  that  is  emailed  regularly  (about  4  times  a  year)  to  an  extensive  email  list.  A   great  amount  of  time  is  spent  designing  and  developing  this  newsletter,  which  also  allows   The  Garlic  Press  to  give  customers  deals  and  promotions  while  lowering  their  marketing   …‘•–•ǤŽ–Š‘—‰Š–Š‡ƒ”‡–‹‰„—†‰‡–‹•—‘™ƒ†ƒ…‘—Ž†‘–”‡Ž‡ƒ•‡–Š‡•–‘”‡ǯ• annual  sales  figures,  she  estimated  that  they  spend  about  2%  of  their  revenue  on  their   marketing  and  advertising.  They  also  spend  most  of  their  advertising  budget  on  radio  [5].   Their  store  also  has  an  existence  on  Facebook,  and  like  Crossroads  offers  unique  gifts  to  the   local  community.  The  Garlic  Press  includes  a  small  set  of  Fair  Trade  industry  products,   primarily  with  their  coffee  sales  in  the  store.       The  strengths  of  The  Garlic  Press  include:     x

Large  online  product  offering  and  user  friendly  website  

x

Offers  an  array  of  services  that  complement  their  products,  such  as  cooking  classes  

x

Variety  of  selection  

x

Hours  and  days  of  operation  

x

The  addition  of  the  market  café  to  increase  appeal  to  customers    

The  weaknesses  of  The  Garlic  Press  include:     x

Prices  can  be  more  costly  than  many  competitors  of  similar  products  

x

Traffic  of  their  shop  is  not  as  high  as  their  café    

 

Estimated  Market  Share   Due  to  one  of  Crossroads  main  competitors  (The  Garlic  Press)  not  having  annual  sales   figures  available  to  share,  it  is  difficult  to  precisely  determine  the  market  share  for   Crossroads  Handcrafts  of  the  World.  In  comparison  to  Uptown  Gifts  &  Accessories,  we  can   determine  that  thei”ƒ”‡–•Šƒ”‡‹•˜‡”›•ƒŽŽ„ƒ•‡†‘’–‘™ǯ••ƒŽ‡•‘ˆ̈́ͺͲͲǡͲͲͲ‹ combination  with  The  Mole  Hole.  Exhibit  6  represents  the  differences  in  sales  between   Crossroads  and  Uptown  Gifts  &  Accessories/The  Mole  Hole.  Note  that  the  combined  sales   figure  for  Uptown  and  The  Mole  Hole  inflates  the  sales  number  for  Uptown.  It  is  probably   less  than  half  of  $800,000.    Uptown  Gifts  &  Accessories  reported  a  20%  increase  in  their   sales  over  the  past  two  years.  In  addition  to  Crossroads  small  market  share,  they  have  also   not  currently  experienced  this  trend  in  market  share/sales  increase.      

     

20  


Figure  2:  Sales  Competition   900,000 800,000 700,000 600,000 500,000 Annual  Sales

400,000 300,000 200,000 100,000 0 Crossroads

Uptown  Gifts/Mole  Hole

The  Garlic  Press (Unknown)

 

Implications  for  IMC   Crossroads  Handcrafts  of  the  World  needs  to  gain  market  share  and  awareness  by   implementing  a  marketing  plan  and  marketing  strategies  that  will  reach  their  target   audience.  To  do  this,  they  must  understand  the  most  effective  ways  to  communicate  their   messages  so  that  they  directly  reach  and  impact  their  target  audience.  Their  marketing  will   need  to  emphasize  the  importance  of  their  message  in  their  industries  of  gifts  and  Fair   Trade  so  that  the  target  audience  can  fully  understand  how  both  are  simultaneously   offered  by  Crossroads.  This  should  involve  holding  on-­‐campus  events  and  promotions  to   reach  the  Illinois  State  University  students  and  staff.  The  competitors  of  Crossroads  are   located  closer  to  campus  for  the  students  and  staff  as  well,  so  Crossroads  needs  to  focus  on   the  benefit  of  coming  to  their  specific  store  and  the  meaning  of  purchasing  their  products   that  carry  a  story  along  with  them.  It  is  essential  that  the  target  audience  begins  to  realize   the  impact  that  purchasing  products  at  Crossroads  can  have.  It  is  important  for  Crossroads   to  therefore  integrate  all  parts  of  their  integrated  marketing  communications  plan  so  that  it   communicates  the  story  of  the  store.          

 

 

21  


Â?Â&#x2020;Â&#x2014;Â&#x2022;Â&#x2013;Â&#x201D;Â&#x203A;Č&#x2039;Â&#x2021;Â&#x2022;Â&#x2013;Â&#x201D;Â&#x192;Â&#x2026;Â&#x2013;Â&#x2039;Â&#x2026;Â&#x2021;Â&#x2022;Č&#x152;Č&#x20AC;Â&#x2018;Â?Â&#x2019;Â&#x2021;Â&#x2013;Â&#x2039;Â&#x2013;Â&#x2039;Â&#x2018;Â?Č&#x20AC;Â&#x192;Â&#x201D;Â&#x201D;Â&#x2039;Â&#x2021;Â&#x201D;Â&#x2022;Â&#x2021;Â&#x2C6;Â&#x2021;Â&#x201D;Â&#x2021;Â?Â&#x2026;Â&#x2021;Â&#x2022;     Č?ÍłČ?Dz  Â&#x2018;Â&#x201D;Â&#x17D;Â&#x2020;   Â?Â&#x2020;Â&#x2014;Â&#x2022;Â&#x2013;Â&#x201D;Â&#x203A;Â&#x2021;Â&#x2019;Â&#x2018;Â&#x201D;Â&#x2013;͜͡;ʹʹ Â&#x2039;Â&#x2C6;Â&#x2013;Â&#x160;Â&#x2018;Â&#x2019;Â&#x2022;ĆŹÂ&#x192;Â&#x201D;Â&#x2020;Â&#x2013;Â&#x2018;Â&#x201D;Â&#x2021;Â&#x2022;Â&#x2039;Â?Â&#x2013;Â&#x160;Â&#x2021;ǤdzIBISWorld.  Sept.   2012.  Web.  09  Oct.  2012.   <http://www.ibisworld.com/industry/default.aspx?indid=1099>.     [2]  Fair  Trade  Federation.  2012.  Web.  09  Oct.  2012.   <http://www.fairtradefederation.org/>.     Č?ÍľČ? Â&#x2018;Â&#x160;Â?Â&#x2022;Â&#x2018;Â?ÇĄÂ&#x2039;Â?Â&#x201E;Â&#x2021;Â&#x201D;Â&#x17D;Â&#x203A;ǤDzÂ&#x2039;Â&#x161;Â&#x2018;Â&#x201D;Â&#x2030;Â&#x192;Â?Â&#x2039;Â&#x2026;Â?Â&#x192;Â&#x201D;Â?Â&#x2021;Â&#x2013;Â&#x2039;Â?Â&#x2030;Â&#x2039;Â&#x2020;Â&#x2021;Â&#x192;Â&#x2022;Â&#x2C6;Â&#x2018;Â&#x201D;Â?Â&#x2018;Â?Â&#x2019;Â&#x201D;Â&#x2018;Â&#x2C6;Â&#x2039;Â&#x2013;Â&#x2022;Â&#x192;Â?Â&#x2020;Â&#x2022;Â?Â&#x192;Â&#x17D;Â&#x17D;Â&#x201E;Â&#x2014;Â&#x2022;Â&#x2039;Â?Â&#x2021;Â&#x2022;Â&#x2022;Â&#x2021;Â&#x2022;Ǥdz Â&#x2013;Â&#x17D;Â&#x192;Â?Â&#x2013;Â&#x192;Â&#x2014;Â&#x2022;Â&#x2039;Â?Â&#x2021;Â&#x2022;Â&#x2022;Â&#x2018;Â?Â&#x2021;Â?ÇŻÂ&#x2022;Â&#x161;Â&#x192;Â?Â&#x2039;Â?Â&#x2021;Â&#x201D;ǤÂ&#x2026;Â&#x2018;Â?Č&#x20AC;Â&#x161;Â&#x192;Â?Â&#x2039;Â?Â&#x2021;Â&#x201D;ǤÂ&#x2026;Â&#x2018;Â?Ǥ6  Mar  2012.  Web.  07  Oct.   2012.  <http://www.examiner.com/article/six-­â&#x20AC;?organic-­â&#x20AC;?marketing-­â&#x20AC;?ideas-­â&#x20AC;?for-­â&#x20AC;? nonprofits-­â&#x20AC;?and-­â&#x20AC;?small-­â&#x20AC;?business>.     [4]  Hoffbauer,  Lisa.  Sales  Manager,  Uptown  Gifts  &  Accessories.  (Store  Visit,  October  8,   2012).     [5]  The  Garlic  Press  &  The  Garlic  Press  Market  CafĂŠ:  Normal,  Illinois.  Web.  09.  Oct.  2012.               <http://www.thegarlicpress.com/>     [6]  Sam,  Store  Manager,  The  Garlic  Press.  (Phone  Interview,  October  8,  2012).      

 

 

22  


Analysis  of  Past  IMC  and  Financial  Picture     Past  Advertising  and  Financial  Picture     This  section  will  analyze  previous  advertising  and  IMC  spending  by  Crossroads  Global   Handcrafts  and  the  primary  competitors.  Included  in  the  analysis  will  be  positioning,   content,  medium,  and  examples  as  related  to  the  current  situation.  Then,  the  financial   situation  of  Crossroads  and  the  competitors  will  be  discussed  in  relation  to  the  effect  on   advertising  and  promotional  spending.      

  Prior  Campaigns    

Crossroads  utilizes  a  variety  of  media  channels  to  reach  their  audience.  The  largest   advertising  media  by  proportion  of  budget  are  radio  and  direct  mail.  These  advertisements   are  directed  to  the  Bloomington-­‐Normal  area.  Their  newsletter  is  central  to  their  marketing   communications;  focusing  on  fair  trade  and  store  events.  The  retailer  also  invests  in   brochures,  fliers,  and  email.  Additionally,  Crossroads  uses  non-­‐traditional  forms  of  media   including  movie  showings  and  shopping  party  discounts  to  engage  their  customers.  Recent   developments  in  web  and  social  media  give  the  shop  additional  exposure  without  an   explicit  cost  [1].  

 

The  advertisements  feature  the  Crossroads  name  and  positioning  statement:  Handcrafts  of   the  World.  Also  featured  is  the  location,  directing  potential  shoppers  to  the  downtown   location.  Communication  collateral  is  typically  centered  on  a  holiday  or  sale  in  order  to   attract  buyers.  Web  content  and  social  media  feature  more  in-­‐depth  information   surrounding  fair-­‐trade  and  the  artisans,  products,  and  organizations  involved.  A  closer   analysis  of  each  advertising  medium  follows.  Prior  campaign  pieces  were  provided  by  the   client.    

  Past  Advertisements    

Website  

  The  Crossroads  website  is  the  most  comprehensive  advertising  tool  for  the  shop.  This  is   because  of  the  space  and  attention  available  [2].  Refer  to  Exhibit  5  for  a  screenshot  of  the   site.  The  banner  features  the  logo,  positioning  statement,  and  stamp  for  a  discount.  In  the   same  space,  visitors  may  provide  their  emails  to  sign  up  for  a  newsletter.  The  front  page   also  includes  contact,  location,  and  event  information  in  order  to  direct  shoppers  to  the   retailer.  The  events  featured  on  the  site  change  frequently,  highlighting  seasonal  and  local   features.  On  the  right  hand  side,  posts  from  the  Crossroads  Facebook  page  are  listed.   Additionally,  the  page  features  the  Fair  Trade  Federation  stamp,  providing  certification  and   information  to  the  site.    

23  


Visitors  can  navigate  to  pages  featuring  information  about  the  products,  shop,  and  fair   trade.  Education  is  an  important  step  in  the  customer  engagement  process  for  this  store,   and  the  breadth  of  information  on  the  site  allows  visitors  to  learn  about  all  aspects  of  this   fair-­‐trade  shop.    

  Exhibit  5:  Crossroads  Website    

 

    Facebook  

  Social  media  is  new  to  Crossroads;  however,  the  retailer  uses  the  channel  to  their   advantage.  The  Facebook  page  features  upcoming  events  and  unique  products  in  an   engaging  and  inviting  tone  [3].  Most  posts  include  pictures  and  a  call  to  action.  Frequently,   Crossroads  uses  the  Downtown  Bloomington  First  Fridays  or  other  local  events  to  promote   targeted  shopping  opportunities.  This  site  also  features  location  and  contact  information  as   well  as  a  link  to  the  website.    

 

 

24  


The  page  has  over  900  fans,  with  25-­‐44  as  the  most  popular  age  group.  Refer  to  Exhibit  6   for  a  screenshot  of  the  page.     Exhibit  6:  Crossroads  Facebook  Page    

   

 

     

Newsletter  

 

The  Crossroads  Newsletters  are  one  of  their  largest  advertising  tools.  These  direct  mail   pieces  feature  full-­‐length  stories,  product  ideas,  and  shopping  information.  Typically,  they   are  printed  in  black  ink  on  colored  paper.  Refer  to  Exhibit  7.  The  newsletter  is  sent  to   Dz ”‹‡†•‘ˆ”‘••”‘ƒ†•dzǡ™Š‘‰‹˜‡‘‡–ƒ”›•—’’‘”––‘–Š‡•–‘”‡‡ƒ…Š›‡ƒ”Ǥ                

 

25  


Exhibit  7:  Crossroads  Newsletter  

 

   

 

26  


Shopping  Parties  

 

Crossroads  hosts  events  for  large  groups  to  shop  together  with  a  portion  of  the  proceeds   going  toward  their  organization.  These  events  are  used  to  draw  groups  from  the  local   colleges,  churches,  and  other  non-­‐profits  [1].  

  Direct  Mail  

  Direct  Mail  postcards  are  sent  to  promote  sales  and  shopping  events  for  Crossroads.  These   mail  pieces  are  traditionally  simple,  with  the  logo,  sale  information,  and  a  small  graphic.   Further  information  about  fair  trade  is  listed  at  the  bottom  of  the  card.  Refer  to  Exhibit  8   for  an  example  of  a  direct  mail  piece  sent  by  the  shop.    

  Exhibit  8:  Crossroads  Direct  Mail  

 

 

                          Financial  Picture     Despite  a  limited  budget  as  a  non-­‐profit,  Crossroads  has  been  able  to  use  a  variety  of  media.   The  retailer  spent  approximately  $8,500  dollars  in  the  past  year  [4].  Refer  to  Table  1  for  a   detailed  list  of  IMC  spending  for  Crossroads.  It  is  assumed  that  this  budget  will  continue  in   the  next  period.  However,  with  a  reallocation  of  funds,  the  shop  has  the  potential  to  reach  a   larger  audience.      

27  


An  important  consideration  is  the  cost  of  direct  mail  advertising.  Especially  in  the  case  of   the  newsletters,  Crossroads  could  drastically  cut  costs  by  using  email  to  reach  frequent   shoppers  and  new  shoppers  alike  while  including  similar  information.  Leveraging  digital   platforms  will  increase  the  reach  of  their  advertisements  while  allowing  them  to  maintain   their  positioning.     Table  1:  Crossroads  2011-­‐2012  Advertising  Spending     Medium  

Cost  (in  dollars)  

Percent  of  Budget  

Radio   Bloomington  

$4,683  

58%  

Brochures  

$228  

3%  

Beyond  Normal   Films  

$90  

1%  

Christmas   Flyers  

$62  

>1%  

Scrapbook  

$32  

>1%  

 

Total  General  Advertising  

$5,095  

Postcards  

$500  

6%  

Summer   Mailing  

$500  

6%  

Friends   Newsletter  

$1,000  

12%  

Total  Direct  Mail  

$2,000  

25%  

Constant   Contact  

$200  

2%  

Outside  Sales  

$245  

3%  

Shopping  Party   Discount  

$557  

6%  

Total  Marketing  Spend  

$8,097  

     

70%  

28  

100%  


‘’‡–‹–‘”ǯ•†˜‡”–‹•‹‰     Uptown  Gifts  and  Accessories     ’–‘™ ‹ˆ–•ƒ†……‡••‘”‹‡•™ƒ•–Š‡Ž‡ƒ†‹‰…‘’‡–‹–‘”ˆ”‘–Š‡…‘•—‡”ǯ•perspective   in  our  research.  Owned  by  the  same  party  as  The  Mole  Hole,  these  stores  focus  on  radio   advertising  and  print  media.  A  majority  of  advertising  dollars  are  spent  on  radio,  with  print   directly  following.  To  reach  the  college  market,  Uptown  Gifts  and  Accessories  advertises  in   The  Daily  Vidette  [5].  Uptown  Gifts  and  Accessories  does  not  have  a  website,  however  they   are  active  on  social  media.  However,  the  store  has  approximately  300  likes  in  comparison   –‘”‘••”‘ƒ†•ǯͻͲͲŽ‹‡•ȏ͸ȐǤRefer  to  Exhibit  9  for  screenshots  of  the  Facebook  page  for   Uptown  gifts  and  accessories.    The  location  and  combined  advertising  spend  may  assist   with  top-­‐of-­‐mind  recall  and  the  place  in  the  evoked  set.       Combined,  these  stores  spend  a  little  over  $14,000  on  advertising  each  year,  which  is   approximately  double  that  of  Crossroads  [5].       Exhibit  9:  Uptown  Gifts  and  Accessories  Facebook  Page      

    The  Garlic  Press     The  Garlic  Press  in  Uptown  Normal  features  a  variety  of  gifts  as  well  as  a  quaint  cafe.  In   competing  with  Crossroads,  the  adjoined  coffee  shop  features  fair-­‐trade  coffee.  The  Garlic   ”‡••ǯƒ”‡–‹‰„—†‰‡–‹•ƒ‡•–‹ƒ–‡†ʹΨ‘ˆ–Š‡‹”–‘–ƒŽ•ƒŽ‡•ǤŠ‡‹”’”‹mary  advertising   mediums  include  radio,  email,  and  social  media,  with  a  focus  on  radio.  Similar  to   Crossroads,  this  retailer  utilizes  a  newsletter  for  customers  but  they  use  email  for  

 

29  


distribution  [7].  The  Garlic  Press  also  participates  in  the  popular  Uptown  Normal  festivals   and  events.  The  growth  of  the  Uptown  Normal  community  contributes  largely  to  this  gift   •Š‘’ǯ••—……‡••Ǥ     The  Garlic  Press  uses  the  web  effectively.  The  shop  hosts  an  attractive  website  as  well  as  an   active  Facebook  page  [8]  [9].  The  most  popular  content  posted  by  Garlic  Press  includes   cooking  information.  Refer  to  Exhibits  10  and  11  for  screenshots  of  their  web  presence.       Exhibit  10:  The  Garlic  Press  Website    

 

Exhibit  11:  The  Garlic  Press  Facebook      

 

 

30  


Spending  in  relation  to  competitors     Crossroads  is  on  par  with  the  advertising  of  its  main  competitors  in  the  area:  Uptown  Gifts   and  Accessories  and  The  Garlic  Press.  All  three  shops  place  a  heavy  importance  on  radio   advertisements  and  utilize  direct  mail.  Crossroads  uses  a  larger  percentage  of  direct  mail   advertising  in  proportion  to  their  budget  by  a  small  margin.       Implications  for  IMC     Despite  a  unique  marketing  position  and  consistent  location,  Crossroads  faces  a  challenge   regarding  awareness  by  its  target  market.  A  large  barrier  is  the  location  of  the  store,  due  to   the  negative  perceptions  and  off-­‐campus  location  of  Downtown  Bloomington.  However,   †—‡–‘–Š‡‰”‘™–Šƒ†•–”‡‰–Š‘ˆ–Š‡•–‘”‡ǯ•™‡„ƒ†•‘…‹ƒŽ‡†‹ƒ’”‡•‡…‡ǡƒ†–Š‡–ƒ”‰‡– ƒ”‡–ǯ•—•‡‘ˆ•—…Š‡†‹ƒǡ”‘••”‘ƒ†ǯ•Šƒ•ƒ—‹“—‡‘’’‘”–—‹–›™‹–Š–Š‡ ŽŽ‹‘‹•–ƒ–‡ University  campus.       Neither  one  of  the  main  competitors  has  a  larger  budget  proportional  to  sales.  The   important  factor  is  the  allocation.  Both  focus  on  radio  and  social  media,  with  print  and   direct  mail  holding  only  a  20%  stake  in  the  budget.  Crossroads  has  the  potential  to  reduce   their  direct  mail  costs  by  allowing  users  to  opt-­‐in  to  an  email  version  of  the  newsletter  and   mail  pieces  it  provides.  This  reallocation  can  allow  the  store  to  either  spend  more  on   different  areas  or  reduce  the  marketing  budget  while  remaining  competitive.  While   targeting  students,  who  traditionally  use  their  cars  and  radios  less  often,  radio  is  a  less   effective  medium.  For  this  reason,  the  weight  of  radio  will  be  reduced  for  the  following   campaign  strategy.  

 

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Past  IMC  References     [1]    Watts,  Charline.  President  of  the  Board,  Crossroads  Handcrafts  of  the  World,  Class  Visit,   September  13th,  2012.     ȏʹȐ”‘••”‘ƒ†• ƒ†…”ƒˆ–•‘ˆ–Š‡‘”Ž†™‡„•‹–‡ǡDz ‘‡Ǥdz<http://crossroadsfairtrade.com/.>     [3]    "Crossroads  Global  Handcrafts."  Facebook.  N.p.,  10  Oct  2012.  Web.  07  Oct  2012.   <http://www.facebook.com/crossroadsfairtrade>.     [4]  Watts,  Charline.  President  of  the  Board,  Crossroads  Handcrafts  of  the  World,  Crossroads   IMC  Spending  2011-­‐2012.       [5]  Hoffbauer,  Lisa.  Sales  Manager,  Uptown  Gifts  &  Accessories.  (Store  Visit,  October  8,   2012).     [6]  "Uptown  Gifts  and  Accessories."  Facebook.  N.p.,  27  Oct  2012.  Web.  77  Oct  2012.   <http://www.facebook.com/Uptown-­‐Gifts-­‐Accessories>.     [7]  Unknown  Name.  Store  Manager,  The  Garlic  Press.  09  Oct  2012.  Phone  conversation.     [8]  Š‡ ƒ”Ž‹…”‡••™‡„•‹–‡ǡDz ‘‡Ǥdzδ  http://thegarlicpress.com>.  

  [9]  "The  Garlic  Press"  Facebook.  N.p.,  27  Nov  2012.  Web.  27  Nov  2012.   <http://www.facebook.com/thegarlicpress>.  

 

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Legal/Regulatory  Environment     The  legal  and  regulatory  issues  associated  with  the  campaign  are  relatively  simple  because   of  the  products  offered  by  Crossroads  Handcrafts  of  the  World.  Most  importantly,   Crossroads  must  be  able  to  provide  proper  proof  of  certification  by  the  Fair  Trade   Federation.  Crossroads  must  also  ensure  they  are  adhering  to  the  standards  and  guidelines   established  by  the  Fair  Trade  Federation,  which  are  outlined  on  their  website  [1].   Crossroads  must  also  be  sure  that  any  claims  that  are  made  can  be  supported  by  evidence.   All  information  displayed  within  the  store  should  contain  evidence  indicating  the  origin  of   information  provided.       Another  issue  Crossroads  Handcrafts  of  the  World  must  address  is  the  use  of  logos  and   names.  Due  to  a  recent  change  in  name,  Crossroads  must  make  sure  that  their  marketing   materials,  including  but  not  limited  to,  flyers,  signs,  newsletters,  brochures,  social  media   sites,  and  website  all  contain  integrated  and  matching  information.  All  mentions  of  the   store  should  include  the  full  name,  Crossroads  Handcrafts  of  the  World,  to  avoid  confusion   and  help  establish  a  presence  in  the  community.  In  addition,  the  logos  used  by  Crossroads   Handcrafts  of  the  World  should  also  correspond  with  the  mission,  vision,  and  name  of  the   company.      

Implications  for  IMC   Crossroads  Handcrafts  of  the  World  should  adhere  to  the  rules  and  regulations  established   by  the  Fair  Trade  Federation.  In  addition,  Crossroads  must  make  sure  all  claims  are  truthful   and  proven  by  factual  evidence.  During  this  campaign,  Crossroads  will  focus  on  sharing  the   •–‘”‹‡•‘ˆ–Š‡‹”’”‘†—…–•ǯƒ”–‹•–•ǤŠ‡•‡•–‘”‹‡••Š‘—Ž†„‡…Ž‡ƒ”Ž›displayed  in  the  store,  and   must  be  obvious  as  to  which  product  the  stories  are  associated  with.  Furthermore,  the   store  should  have  a  clear  statement  of  fair  trade  available  in  the  store  to  ensure  customers   fully  understand  the  cause  that  is  supported  by  their  purchases.  Finally,  Crossroads  should   focus  on  integrating  their  brand  across  all  marketing  outlets  and  medias.  Integration  of  the   name,  logo,  and  brand  will  help  to  increase  awareness  throughout  the  community.      

 

 

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Â&#x2021;Â&#x2030;Â&#x192;Â&#x17D;Č&#x20AC;Â&#x2021;Â&#x2030;Â&#x2014;Â&#x17D;Â&#x192;Â&#x2013;Â&#x2018;Â&#x201D;Â&#x203A;Â?Â&#x2DC;Â&#x2039;Â&#x201D;Â&#x2018;Â?Â?Â&#x2021;Â?Â&#x2013;Â&#x2021;Â&#x2C6;Â&#x2021;Â&#x201D;Â&#x2021;Â?Â&#x2026;Â&#x2021;Â&#x2022;     [1]  Fair  Trade  Federation.  2012.  Web.  09  Oct.  2012.   <http://www.fairtradefederation.org/>.      

 

 

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Section  II   Target  Audience  Profile     and  Campaign  Objectives  

 

35  

 


Selection  and  Justification  of  Target  Audience  Profile     Target  Market    

This  section  will  explain  the  selection  of  the  target  market  for  the  Crossroads  campaign.  It   will  include  details  of  the  local  population  available,  the  current  patrons,  motivation  for   shoppers  and  the  non-­‐users  of  Crossroads.  The  selected  target  audience  for  the  campaign  is   then  explained  and  justified.  This  includes  a  description  of  the  demographic  profile,   psychographic  profile  and  reference  groups  for  the  primary  and  secondary  target   audiences,  along  with  the  estimated  target  market  size.    

 

Segmentation  Analysis     Population  Area   Current  customers  of  Crossroads  are  primarily  from  the  local  Bloomington-­‐Normal  area.   The  estimated  population  of  Bloomington  is  77,071  and  the  population  of  Normal  is   estimated  to  be  52,772  [1,2].  This  brings  the  combined  population  of  the  area  to  be   129,843.  Females  account  for  52%  of  the  population.  As  of  2011,  45%  of  the  population  of   Ž‘…ƒŽ”‡•‹†‡–•ʹͷ›‡ƒ”•‘ˆƒ‰‡ƒ†‘Ž†‡”Šƒ†ƒ„ƒ…Š‡Ž‘”ǯ•†‡‰”‡‡‘”Š‹‰Š‡”ǤŠ‡‡†‹ƒ household  income  of  the  local  population  is  $53,250.  [1,2]  A  very  important  aspect  of  the   Bloomington-­‐Normal  population  is  comprised  of  universities  and  colleges,  including  Illinois   State  University,  Heartland  and  Wesleyan  University.       Current  Patrons   Women  are  currently  the  primary  shoppers  of  Crossroads.  They  are  commonly  the   purchasers  of  gifts  for  the  family,  and  are  also  the  largest  group  that  takes  part  in  shopping   at  the  variety  of  stores  located  in  downtown  Bloomington.  Church  groups  are  also  current   patrons  who  sometimes  work  alongside  Crossroads  with  many  of  the  Fair  Trade  goals.   Because  the  store  is  run  by  several  volunteers  only,  volunteer  groups  and  church  groups   that  these  individuals  are  a  part  of  seem  to  be  another  common  group  of  frequent  shoppers   at  Crossroads.       Motivation  of  Shoppers   The  women  who  are  currently  the  prominent  shoppers  at  Crossroads  come  primarily  to   buy  gifts.  A  large  portion  of  these  gifts  are  during  holiday  seasons  due  to  the  unique   selection  of  handcrafted  nativity  sets  and  Christmas  decor  that  Crossroads  offers.  A   majority  of  the  ladies  shopping  want  a  unique  gift  that  they  feel  is  beautiful  and   sentimental  for  their  friends  and  family  that  they  are  buying  for.  Other  shoppers  are   motivated  to  come  in  because  they  are  browsing  the  shops  downtown  and  are  interested  in   what  Crossroads  has  to  offer.  These  shoppers  may  also  purchase  products  to  for  their  own   home  decor  or  personal  fashion.            

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Non-­‐Users   A  large  untapped  audience  that  Crossroads  could  potentially  gain  a  great  amount  of  sales   from  includes  the  large  college  population  located  in  the  Bloomington-­‐Normal  area.  We  can   especially  see  the  Registered  Student  Organizations  being  great  potential  customers  with   their  large  numbers  and  often  greater  involvement  in  the  community.  These  organizations,   along  with  many  students  who  are  developing  a  greater  interest  in  social  justice  and   corporate  social  responsibility,  may  be  especially  appealed  to  by  the  Fair  Trade  products   and  their  stories  at  Crossroads.  These  students  may  also  be  attracted  by  Crossroads  for   Š‘Ž‹†ƒ›•Š‘’’‹‰ƒ†–Š‡—‹“—‡’”‘†—…–‘ˆˆ‡”‹‰Ǥ ˆ–Š‡›„‡…‘‡‘”‡ƒ™ƒ”‡‘ˆ–Š‡•–‘”‡ǯ• location  downtown,  as  well  as  the  actual  meaning  of  Fair  Trade,  they  may  be  more  apt  to   bring  their  business  to  Crossroads.  This  also  may  include  the  professors  and  staff  at  Illinois   State  University  when  they  are  also  looking  for  local  Bloomington-­‐Normal  gift  shops  and   are  likely  to  be  even  more  aware  of  global  impact  of  Fair  Trade.       Another  group  of  non-­‐users  at  Crossroads  includes  men.  Currently  men  are  not  a   prominent  customer  at  Crossroads.  However,  they  may  be  enticed  to  shop  there  by  the   unique  offering  of  beautiful  gifts  that  can  be  purchased  for  their  girlfriends,  wives  and   mothers.  Men  may  be  more  likely  to  shop  at  Crossroads  if  they  have  heard  it  suggested  by   someone  or  feel  that  who  they  are  shopping  for  would  value  the  meaning  behind  the  Fair   Trade  products  that  Crossroads  offers.      

Proposed  Target  Audience      

This  section  will  provide  a  detailed  description  of  the  target  audience  proposed  for  this   campaign  and  explain  why  this  group  was  chosen.  Below  is  a  detailed  description  and   ƒƒŽ›•‹•‘ˆ–Š‡–ƒ”‰‡–ƒ—†‹‡…‡‡„‡”•ǯ†‡‘‰”ƒ’Š‹…ƒ†’•›…Š‘‰”ƒ’Š‹……Šƒ”ƒ…–‡”‹•tics.   Please  refer  to  Exhibit  12  on  page  38  for  the  complete  target  audience  profile.       Demographics   Age:  The  primary  target  audience  of  this  campaign  includes  students  between  the  ages  of   18  and  35.  At  the  age  of  18,  young  adults  are  beginning  their  freshman  year  of  college  and   are  recognized  by  the  government  as  independent  individuals.  It  is  also  around  this  time   that  these  individuals  begin  to  acquire  employment  resulting  in  steady  income  and  a  small   amount  of  discretionary  income.  The  age  of  35  was  chosen  as  the  ending  age  because  at  this   stage  of  life,  individuals  have  typically  transitioned  from  the  role  of  student  to  the  role  of  an   alumna  of  the  university.  The  age  range  between  18  and  35  includes  a  significant  majority   of  students  in  attendance  at  Illinois  State  University.       The  secondary  target  audience  of  the  campaign  includes  faculty  and  staff  members   between  the  ages  of  25  and  70.  At  the  age  of  25,  many  faculty  and  staff  members  are   beginning  their  careers,  and  their  finances  become  a  bit  more  secure.  The  age  of  70  is  an   appropriate  ending  age  for  this  segmentation  because  at  this  point,  members  of  the   ‹˜‡”•‹–›ǯ•ˆƒ…—Ž–›ƒ†•–ƒˆˆŠƒ˜‡”‡ƒ…Š‡†–Š‡ƒ‰‡‘ˆ”‡–‹”‡‡–ƒ†„‡‰‹–‘Ž‹˜‡‘ƒˆ‹š‡† budget  with  limited  access  to  disposable  income.      

 

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Exhibit  12   Demographics  

Target  Audience  Profile    

Primary  Target  Market  

Secondary  Target  Market  

Illinois  State  University  Students  

Illinois  State  University  Faculty/Staff  

Population:      Undergraduate:  18,535  -­‐  2011  [3]      Graduate:  2,  545  -­‐  2011  [3]          Total:  21,080   Age:  18  -­‐  35   Gender:  Male  and  female   Ethnicity:  All  ethnic  backgrounds   Income:  $1,000  and  above  

Population:  1,205  -­‐  2011  [3]   Age:  25  -­‐  70   Gender:  Male  and  female   Ethnicity:  All  ethnic  backgrounds   Household  Income:  $50,000  and  above  

 

 

  Psychographics     Activities  

Interests  

Opinions  

 

 

 

x x

Enjoys  shopping  as  an   experience   Volunteers  in  the  community  

x x x

Values  social   responsibility   Enjoys  creativity   Attracted  to  global   goods  

x x x

Supports  fair  trade   Values  global   empowerment   Values  unique  products  

  Reference  Groups     Primary  Target  Market   x x x x

Secondary  Target  Market   x x x x x x

Neighbors  &  Roommates   Special  Interest  Groups   Student  Organizations   Church  and  Youth  Groups  

 

 

38  

Neighbors   Colleagues   Friends  &  Family   Service  Clubs   Civic  Organizations   Church  Groups  


Gender:  Ž–Š‘—‰Š–Š‡ƒŒ‘”‹–›‘ˆ”‘••”‘ƒ†• ƒ†…”ƒˆ–•‘ˆ–Š‡‘”Ž†ǯ•’ƒ–”‘•ƒ”‡ˆ‡ƒŽ‡ǡ the  target  audience  of  this  campaign  does  include  the  male  student,  faculty,  and  staff   populations.  The  store  offers  a  wide  variety  of  products  which  appeal  to  both  sexes.  In   addition,  the  fair  trade  movement  involves  issues  that  can  interest  all  members  of  the   community  regardless  of  race.  In  addition,  the  amount  of  male  traffic  throughout  the  store   does  increase  during  high  volume  holidays  such  as  Š”‹•–ƒ•ƒ†ƒŽ‡–‹‡ǯ•ay  [4].     Race/Ethnicity:  The  target  audience  of  this  campaign  does  not  have  any  limitations  in   regards  to  the  ethnic  background  of  members  of  the  target  audience.  The  messages  and   objectives  of  this  campaign  impact  and  apply  to  members  of  all  ethnicities.       Income:  For  the  primary  target  audience  of  this  campaign,  the  minimum  annual  income   included  is  $1,000.  According  to  the  U.S.  Census,  17.1%  of  Nonfamily  households  have  an   income  of  less  than  $10,000  [5].  As  students  in  the  primary  audience,  an  income  of  over   $1,000  should  offer  sufficient  enough  income  to  fund  occasional  gift  shop  purchases  (this  is   assuming  that  members  of  the  primary  target  audience  are  not  accountable  for  other   financial  responsibilities.)       Š‡•‡…‘†ƒ”›–ƒ”‰‡–ƒ—†‹‡…‡‡„‡”•ǯ‹…‘me  begins  at  $50,000  because  according  to   the  U.S.  Census,  the  median  household  income  for  residents  of  McLean  County  is  larger   than  $50,000  [5].  People  with  incomes  within  this  range  have  a  large  enough  discretionary   income  to  be  willing  to  shop  at  a  non-­‐for-­‐profit  gift  shop  such  as  Crossroads  handcrafts  of   the  World.  For  both  the  primary  and  secondary  target  audiences  there  is  no  cap  on  the   amount  of  income  individuals  have  because  the  increasing  income  does  not  affect  the   ‹†‹˜‹†—ƒŽ•ǯƒ‘—–‘ˆ†‹•’‘•ƒ„Že  income  available  for  shopping.       Education:  The  members  of  the  primary  target  audience  are  all  pursuing  some  form  of   higher  education  because  to  qualify  as  a  member  of  the  primary  target  audience,   individuals  must  be  attending  Illinois  State  University.  In  addition,  faculty  and  staff   members  of  the  University  must  have  some  level  of  higher  education  to  qualify  for  their   position.  This  campaign  targets  those  individuals  pursuing  or  holding  college  degrees   because  they  are  more  receptive  to  the  importance  of  fair  trade.       Location:  Members  of  the  primary  and  secondary  target  audience  should  be  residents  of   Bloomington,  Normal,  or  other  surrounding  areas  within  McLean  County.  Members  of  the   primary  target  audience  must  live  within  these  limits  in  order  to  attend  classes  at  Illinois   State  University.  In  addition,  it  is  important  that  members  of  both  the  primary  and     secondary  audience  live  within  a  reasonable  distance  of  downtown  Bloomington,  or  the   location  of  Crossroads  Handcrafts  of  the  World.       Psychographics   Members  of  both  the  primary  and  secondary  target  audience  should  possess  certain   psychographic  traits  which  would  increase  their  likelihood  of  contributing  to  the  fair  trade   movement.  These  important  qualities  can  predict  whether  or  not  issues  such  as  fair  trade   are  important  to  the  individual.  In  addition,  these  traits  can  help  to  determine  the    

39  


‹†‹˜‹†—ƒŽǯ•ˆ‡‡Ž‹‰•–‘™ƒ”†••Š‘’’‹‰ƒ†–Š‡–›’‡•‘ˆ’”‘†—…–•”‘••”‘ƒ†• ƒ†…”ƒˆ–•‘ˆ the  World  offers.     Members  of  the  primary  and  secondary  target  audience  should  enjoy  activities  such  as   shopping  and  volunteering.  The  enjoyment  of  shopping  as  an  experience  is  a  crucial   …Šƒ”ƒ…–‡”‹•–‹…‘ˆ–Š‹•…ƒ’ƒ‹‰ǯ•–ƒ”‰‡–ƒ—†‹‡…‡Ǥ †‹˜‹†—ƒŽ•™Š‘ˆ‹†‡Œ‘›‡–ˆ”‘ shopping  will  be  more  likely  to  consider  Crossroads  as  more  than  just  a  venue  to  purchase   a  gift,  but  rather  a  place  to  enjoy  an  overall  shopping  experience.  An  additional  activity   which  members  of  the  target  audience  should  partake  in  is  volunteering  within  the   community.    This  characteristic  indicates  that  an  individual  cares  about  not-­‐for-­‐profit   organizations  and  is  likely  to  have  sensitivity  to  the  issue  of  fair  trade.     The  interests  and  values  of  the  individuals  in  both  the  primary  and  secondary  target   audience  should  include  enjoying  creativity,  attraction  to  global  goods,  and  valuing  social   responsibility.  Individuals  who  are  attracted  to  global  goods  will  find  that  their  attractions   can  be  satisfied  with  the  large  number  of  unique  items  available  for  sale  at  Crossroads   Handcrafts  of  the  World.  This  same  type  of  person  would  also  enjoy  creativity,  which   increases  the  likelihood  of  that  individual  making  a  purchase  from  the  store.  Because  many   ‘ˆ–Š‡‰‹ˆ–•ƒ”‡…”‡ƒ–‹˜‡ƒ†Šƒ†ƒ†‡ǡ‡„‡”•‘ˆ”‘••”‘ƒ†•ǯ–ƒ”‰‡–ƒ—†‹‡…‡•Š‘—Ž† have  an  interest  in  creativity.  Valuing  social  responsibility  will  increase  the  likelihood  of  an   individual  shopping  at  Crossroads  Handcrafts  of  the  World.  A  person  who  considers  social   responsibility  something  that  is  important  to  them  will  likely  consider  fair  trade  an   important  global  movement  which  they  would  like  to  support.     Finally,  members  of  both  the  primary  and  secondary  audience  should  have  opinions  which   support  fair  trade,  and  value  global  empowerment  as  well  as  unique  products.  As   previously  mentioned,  patrons  possessing  these  opinions  will  feel  an  increased  connection   to  both  the  products  and  messages  of  Crossroads  Handcrafts  of  the  World.       Reference  Groups   There  are  a  number  of  individuals  and  groups  who  will  influence  and  affect  the  ideals,   opinions,  interests,  and  beliefs  of  members  of  the  target  audiences.  These  reference  groups   can  aid  in  the  growth  and  awareness  of  Crossroads  Handcrafts  of  the  World  throughout  the   community.  These  groups  are  discussed  in  relation  to  the  individual  as  well  as  their   likelihood  to  impact  Crossroads  Handcrafts  of  the  World.     Neighbors/Roommates/Friends:  These  reference  groups  are  grouped  together  because   their  impact  and  involvement  are  similar.  These  are  people  that  an  individual  in  the  target   audience  interacts  with  on  a  regular  basis.  Neighbors,  roommates,  and  friends  can  impact   members  of  the  target  audience  by  showing  a  liking  or  preference  for  Crossroads   Handcrafts  of  the  World.  This  liking  will  likely  be  transferred  to  members  of  the  target   audiences  because  they  are  highly  influenced  by  these  reference  groups.       Special  Interest  Groups  &  Student  Organizations:  For  the  primary  target  audience,   special  interest  groups  and  student  organizations  can  influence  the  way  in  which  they  feel   and  think  about  certain  issues.  If  the  group  contains  a  certain  set  of  values  or  beliefs,  these    

40  


ideals  will  transfer  to  members  of  the  target  audience.  Organizations  which  support  peace,   equality,  and  global  issues  will  be  the  most  likely  to  support  Crossroads  and  the  fair  trade   movement.       Service  Clubs  &  Civic  Organizations:  For  the  secondary  target  audience,  service  clubs  and   civic  organizations  can  also  influence  the  way  in  which  they  feel  and  think  about  certain   issues.  Just  as  stated  for  the  primary  target  audience,  the  ideals  and  beliefs  of  these   reference  groups  will  transfer  to  its  members.       Church  Groups:  Church  and  other  religious  groups  will  be  a  good  source  of  information   and  resources  for  Crossroads  Handcrafts  of  the  World.  Many  volunteers  of  the  shop  are   involved  with  these  types  of  organizations,  and  their  influence  can  help  spread  the  word  of   Crossroads.  In  addition,  many  members  of  church  groups  are  dedicated  to  service  and   volunteering.       In  conclusion,  the  reference  groups  listed  above  can  help  Crossroads  Handcrafts  of  the   World  in  reaching  a  larger  number  of  their  target  audience.  Crossroads  should  strive  to   associate  themselves  with  a  large  number  of  groups  in  order  to  attract  a  vast  amount  of   potential  customers.  Crossroads  should  strive  to  reach  out  to  as  many  groups  that  are   available  to  them  to  continue  to  network  and  make  connections  throughout  the   community.      

 

 

41  


Â&#x192;Â&#x201D;Â&#x2030;Â&#x2021;Â&#x2013;Â&#x2014;Â&#x2020;Â&#x2039;Â&#x2021;Â?Â&#x2026;Â&#x2021;Â&#x201D;Â&#x2018;Â&#x2C6;Â&#x2039;Â&#x17D;Â&#x2021;Â&#x2021;Â&#x2C6;Â&#x2021;Â&#x201D;Â&#x2021;Â?Â&#x2026;Â&#x2021;Â&#x2022;   Č?ÍłČ?DzÂ&#x17D;Â&#x2018;Â&#x2018;Â?Â&#x2039;Â?Â&#x2030;Â&#x2013;Â&#x2018;Â? Â&#x2021;Â&#x2018;Â&#x2019;Â&#x17D;Â&#x2021;Â&#x2014;Â&#x2039;Â&#x2026;Â? Â&#x192;Â&#x2026;Â&#x2013;Â&#x2022;ǤdzÂ&#x2013;Â&#x192;Â&#x2013;Â&#x2021;ĆŹÂ&#x2018;Â&#x2014;Â?Â&#x2013;Â&#x203A;Â&#x2014;Â&#x2039;Â&#x2026;Â? Â&#x192;Â&#x2026;Â&#x2013;Â&#x2022;ǤÂ&#x2021;Â?Â&#x2022;Â&#x2014;Â&#x2022;Â&#x2014;Â&#x201D;Â&#x2021;Â&#x192;Â&#x2014;ÇĄʹͲͲ͸-­â&#x20AC;?2011.   Web.  08  Oct.  2012.  <http://quickfacts.census.gov/qfd/states/17/1706613.html>   Č?Í´Č?DzÂ&#x2018;Â&#x201D;Â?Â&#x192;Â&#x17D; Â&#x2021;Â&#x2018;Â&#x2019;Â&#x17D;Â&#x2021;Â&#x2014;Â&#x2039;Â&#x2026;Â? Â&#x192;Â&#x2026;Â&#x2013;Â&#x2022;ǤdzÂ&#x2013;Â&#x192;Â&#x2013;Â&#x2021;ĆŹÂ&#x2018;Â&#x2014;nty  QuickFacts.  US  Census  Bureau,  2006-­â&#x20AC;?2011.  Web.   08  Oct.  2012.  <  http://quickfacts.census.gov/qfd/states/17/1753234.html>  

[3]  Illinois  State  University  FactBook.   http://prpa.illinoisstate.edu/universityfacts/factbook/   [4]  Watts,  Charline.  Client  Visit.  Co-­â&#x20AC;?Chair.,  Board  of  Directors,  Crossroads  Handcrafts  of  the  World.   13  Sept  2012.     Č?͡Č?DzÂ&#x2026;Â&#x2021;Â&#x192;Â?Â&#x2018;Â&#x2014;Â?Â&#x2013;Â&#x203A; Â&#x2021;Â&#x2018;Â&#x2019;Â&#x17D;Â&#x2021;Â&#x2014;Â&#x2039;Â&#x2026;Â? Â&#x192;Â&#x2026;Â&#x2013;Â&#x2022;ǤdzÂ&#x2013;Â&#x192;Â&#x2013;Â&#x2021;ĆŹÂ&#x2018;Â&#x2014;Â?Â&#x2013;Â&#x203A;Â&#x2014;Â&#x2039;Â&#x2026;Â? Â&#x192;Â&#x2026;Â&#x2013;Â&#x2022;ǤÂ&#x2021;Â?Â&#x2022;Â&#x2014;Â&#x2022;Â&#x2014;Â&#x201D;Â&#x2021;Â&#x192;Â&#x2014;ÇĄʹͲͲ͸-­â&#x20AC;? 2011.  Web.  03  Dec.  2012.  <http://quickfacts.census.gov/qfd/states/17/17113.html>  

 

 

 

42  


Statement  of  Campaign  Objectives     From  our  situation  analysis,  our  team  recommended  the  following  demographic  and   ’•›…Š‘‰”ƒ’Š‹……Šƒ”ƒ…–‡”‹•–‹…•ˆ‘””‘••”‘ƒ†•ǯ–ƒ”‰‡–ƒ—†‹‡…‡ǣ     Demographics     Primary  Target  Market  

Secondary  Target  Market  

Illinois  State  University  Students  

Illinois  State  University  Faculty/Staff  

Population:      Undergraduate:  18,535  -­‐  2011  [1]      Graduate:  2,  545  -­‐  2011  [1]      Total:  21,080   Age:  18  -­‐  35   Gender:  Male  and  female   Ethnicity:  All  ethnic  backgrounds   Income:  $1,000  and  above  

Population:  1,205  -­‐  2011  [1]   Age:  25  -­‐  70   Gender:  Male  and  female   Ethnicity:  All  ethnic  backgrounds   Household  Income:  $50,000  and  above  

 

 

  Psychographics     Activities   x x

Interests  

Enjoys  shopping  as  an   experience   Volunteers  in  the  community  

x x x

Opinions  

Values  social   responsibility   Enjoys  creativity   Attracted  to  global   goods  

x x x

Supports  fair  trade   Values  global   empowerment   Values  unique  products  

  Reference  Groups     Primary  Target  Market   x x x x

Secondary  Target  Market  

Neighbors  &  Roommates   Special  Interest  Groups   Student  Organizations   Church  and  Youth  Groups  

x x x x x x

 

   

 

 

43  

Neighbors   Colleagues   Friends  &  Family   Service  Clubs   Civic  Organizations   Church  Groups  


Creative  Platform

  The  primary  focus  of  this  campaign  is  to  increase  the  awareness  of  Crossroads  Handcrafts   of  the  World  among  the  student  population  in  Bloomington-­‐Normal.    This  campaign  aims  to   ‘˜‡”‘••”‘ƒ†• ƒ†…”ƒˆ–•‘ˆ–Š‡‘”Ž†‹–‘…‘•—‡”•ǯ‡˜‘‡†ƒ†ƒ™ƒ”‡‡•••‡ts.  The   goal  is  for  students  to  not  only  know  about  Crossroads  Handcrafts  of  the  World,  but  to   prefer  it  above  other  local  gift  shops.  The  cognitive  message  strategy  used  for  this   campaign  will  emphasize  the  uniqueness  of  the  products  offered.  In  addition,  the  campaign   aims  to  educate  consumers  about  the  benefits  of  fair  trade,  and  create  an  emotional   connection  to  the  creators  of  the  handcrafted  products.  Through  this  campaign  we  hope  to   strengthen  the  association  of  fair  trade  and  Crossroads  Handcrafts  of  the  World  as  well  as   increase  the  importance  of  fair  trade  in  the  minds  of  the  target  audience.                  

  Message  Tone  and  Appeal  

  The  tone  of  the  campaign  will  be  an  encouraging  and  empowering  approach  to  global   retail.    A  cognitive  message  strategy  will  be  used  to  promote  the  unique  selling   propositions  Crossroads  has  to  offer.  The  executional  framework  will  be  informative,   presenting  Crossroads  as  a  Fair  Trade  retailer  with  unique  global  goods.  The  appeal  will  be   emotional,  connecting  the  customer  to  the  artisans.  In  the  advertising  we  would  like  to  tell   –Š‡•–‘”‹‡•‘ˆ–Š‡ƒ”–‹•ƒ•ǡ‰‹˜‹‰…—•–‘‡”•–Š‡‹†‡ƒ–Šƒ–”‘••”‘ƒ†•’”‘˜‹†‡•ƒDz•Š‘’’‹‰ ‡š’‡”‹‡…‡™‹–Šƒ•–‘”›Ǥdz     Quantitative  Benchmarks     Communication  Objectives     1.  Increase  the  awareness  of  Crossroads  Handcrafts  of  the  World   x x

The  in-­‐depth  interview  results  showed  that  only  4  out  of  16  respondents  from  our   target  market  were  aware  of  Crossroads.  Refer  to  Appendix  A,  Question  14.  

…ƒ’ƒ‹‰–”ƒ…‹‰ǡ™Š‡ƒ•‡†Dz ƒ˜‡›‘—Š‡ƒ”†‘ˆ”‘••”‘ƒ†•ǫdz™‡™‘uld  like  to   increase  the  awareness  of  the  business  so  that  at  least  60%  of  respondents  answer   yes.  

2.  Increase  the  awareness  of  Fair  Trade   x

x

The  in-­‐depth  interview  results  showed  that  13  of  the  16  respondents  from  the   target  market  had  heard  of  Fair  Trade,  but  only  3  of  those  who  knew  what  it  was   could  accurately  or  fully  describe  it.  Refer  to  Appendix  A,  Question  6  and  Question  7.  

…ƒ’ƒ‹‰–”ƒ…‹‰ǡ™Š‡ƒ•‡†Dz ƒ˜‡›‘—Š‡ƒ”†‘ˆ ƒ‹””ƒ†‡ǫdz™‡™‘—Ž†Ž‹‡–‘ increase  the  overall  awareness  to  100%.  We  also  want  to  increase  the  ability  of  the   target  audience  to  accurately  define  and  explain  the  policies  of  Fair  Trade  to  75%.  

3.  Shift  the  perception  of  Crossroads  to  offering  a  wide  selection  of  gifts  

 

44  


x x

In  our  in-­â&#x20AC;?depth  interviews,  8  out  of  16  respondents  indicated  that  one  important   factor  when  choosing  a  gift  shop  is  the  variety  and  uniqueness  of  products.     In  campaign  tracking,  we  would  like  a  majority  of  our  target  market  to  list  the  wide   selection  of  unique  gifts  that  Crossroads  Handcrafts  of  the  World  has  to  offer  when   asked  to  describe  Crossroads.    

4.  Move  Crossroads  into  the  evoked  set   x

x

The  in-­â&#x20AC;?depth  interview  results  revealed  that  3  of  our  16  respondents  from  the  target   market  would  consider  going  to  Crossroads  to  do  gift  shopping.  Refer  to  Appendix  A,   Question  3.    

Â?Â&#x2026;Â&#x192;Â?Â&#x2019;Â&#x192;Â&#x2039;Â&#x2030;Â?Â&#x2013;Â&#x201D;Â&#x192;Â&#x2026;Â?Â&#x2039;Â?Â&#x2030;ÇĄÂ&#x2122;Â&#x160;Â&#x2021;Â?Â&#x192;Â&#x2022;Â?Â&#x2021;Â&#x2020;DzÂ&#x2039;Â&#x2022;Â&#x2013;Â&#x2013;Â&#x160;Â&#x2021;Â&#x17D;Â&#x2018;Â&#x2026;Â&#x192;Â&#x17D;Â&#x2030;Â&#x2039;Â&#x2C6;Â&#x2013;Â&#x2022;Â&#x160;Â&#x2018;Â&#x2019;Â&#x2022;Â&#x2013;Â&#x160;Â&#x192;Â&#x2013;Â&#x203A;Â&#x2018;Â&#x2014;Â&#x2122;Â&#x2018;Â&#x2014;Â&#x17D;Â&#x2020;  consider   Â&#x2030;Â&#x2018;Â&#x2039;Â?Â&#x2030;Â&#x2013;Â&#x2018;Â&#x2C6;Â&#x2018;Â&#x201D;Â&#x203A;Â&#x2018;Â&#x2014;Â&#x201D;Â&#x2022;Â&#x160;Â&#x2018;Â&#x2019;Â&#x2019;Â&#x2039;Â?Â&#x2030;dzǥÂ&#x2122;Â&#x2021;Â&#x2122;Â&#x192;Â?Â&#x2013;Â&#x2013;Â&#x2018;Â&#x160;Â&#x192;Â&#x2DC;Â&#x2021;Â&#x201D;Â&#x2018;Â&#x2022;Â&#x2022;Â&#x201D;Â&#x2018;Â&#x192;Â&#x2020;Â&#x2022;Â&#x201E;Â&#x2021;Â&#x2039;Â?͜ͲΨÂ&#x2018;Â&#x2C6;Â&#x2018;Â&#x2014;Â&#x201D;Â&#x2013;Â&#x192;Â&#x201D;Â&#x2030;Â&#x2021;Â&#x2013; Â&#x192;Â&#x2014;Â&#x2020;Â&#x2039;Â&#x2021;Â?Â&#x2026;Â&#x2021;ÇŻÂ&#x2022;Â&#x2021;Â&#x2DC;Â&#x2018;Â?Â&#x2021;Â&#x2020;Â&#x2022;Â&#x2021;Â&#x2013;Ǥ  

  Sales/Behavioral  Objectives  

  1.  Increase  annual  sales   x x

Total  annual  sales  for  2011  were  $177,000  [1].     The  campaign  will  attempt  to  increase  the  annual  sales  by  15%  to  become   approximately  $203,550.    

2.  Strengthen  Crossroads  social  media  presence     x

Â&#x2021;Â&#x2122;Â&#x2018;Â&#x2014;Â&#x17D;Â&#x2020;Â&#x17D;Â&#x2039;Â?Â&#x2021;Â&#x2018;Â&#x2014;Â&#x201D;Â&#x2026;Â&#x192;Â?Â&#x2019;Â&#x192;Â&#x2039;Â&#x2030;Â?Â&#x2013;Â&#x2018;Â&#x2039;Â?Â&#x2026;Â&#x201D;Â&#x2021;Â&#x192;Â&#x2022;Â&#x2021;Â&#x201D;Â&#x2018;Â&#x2022;Â&#x2022;Â&#x201D;Â&#x2018;Â&#x192;Â&#x2020;Â&#x2022;ͺͺͺDzÂ&#x2039;Â?Â&#x2021;Â&#x2022;ÇłÂ&#x2018;Â? Â&#x192;Â&#x2026;Â&#x2021;Â&#x201E;Â&#x2018;Â&#x2018;Â?Â&#x201E;Â&#x203A; 15%  

;Ǥ Â?Â&#x2026;Â&#x201D;Â&#x2021;Â&#x192;Â&#x2022;Â&#x2021;Â&#x2013;Â&#x160;Â&#x2021;Â&#x2013;Â&#x2018;Â&#x2013;Â&#x192;Â&#x17D;Â?Â&#x2014;Â?Â&#x201E;Â&#x2021;Â&#x201D;Â&#x2018;Â&#x2C6;Â&#x201D;Â&#x2021;Â&#x2026;Â&#x2039;Â&#x2019;Â&#x2039;Â&#x2021;Â?Â&#x2013;Â&#x2022;Â&#x2018;Â?Â&#x201D;Â&#x2018;Â&#x2022;Â&#x2022;Â&#x201D;Â&#x2018;Â&#x192;Â&#x2020;Â&#x2022;ÇŻÂ&#x2021;Â?Â&#x192;Â&#x2039;Â&#x17D;Â&#x17D;Â&#x2039;Â&#x2022;Â&#x2013;   x

We  would  like  our  campaign  to  develop  an  established  email  list  including  at  least   10%  of  our  target  market  for  targeted  e-­â&#x20AC;?newsletters  

Measurement  Method  and  Timeline     Crossroads  should  plan  to  run  this  campaign  for  a  full  calendar  year,  beginning  in  January   2013.  This  will  allow  the  retailer  to  experience  and  evaluate  results  during  all  seasonal   fluctuations.  Three  months  into  the  campaign  Crossroads  should  begin  to  monitor  the  results   as  specified  by  the  aforementioned  objectives.  Additional  measurements  and  evaluations   should  be  every  three  months  thereafter.       The  effectiveness  of  communications  can  be  evaluated  using  online  surveys,  in-­â&#x20AC;?person   interviews,  or  other  methods.  Similar  questions  should  be  used  in  order  to  gauge  appropriate   results.  See  Appendix  A  for  the  list  of  questions  used  in  initial  in-­â&#x20AC;?depth  interviews.    

 

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Sales  and  behavioral  objectives  can  be  evaluated  quantitatively.  Total  and  event-­‐related  sales   may  be  recorded  by  the  in-­‐store  system  and  compared  to  the  sales  results  of  the  year  2011-­‐ 2012.  Traffic  may  be  evaluated  Facebook  and  Twitter  followers  can  be  viewed  by  account   administrators  and  compared  each  period.  The  college  market  email  list  growth  can  be   monitored  monthly.          

 

 

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–ƒ–‡‡–‘ˆƒ’ƒ‹‰„Œ‡…–‹˜‡•‡ˆ‡”‡…‡•     [1]  Watts,  Charline.  Co-­‐Chair.,  Board  of  Directors,  Crossroads  Handcrafts  of  the  World.  (Client   E-­‐mail,  September  27,  2012).    

 

 

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Section  III   Creative  Strategy            

 

 

 

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IMC  Plan  Overview   While  creating  the  IMC  campaign  for  Crossroads,  the  focus  was  placed  heavily  on   increasing  the  overall  awareness  of  the  shop,  promoting  fair  trade,  and  showcasing  the   products  Crossroads  offers.  We  also  tried  to  advertise  through  channels  that  would  be  cost   ‡ˆˆ‡…–‹˜‡ǡ†—‡–‘”‘••”‘ƒ†•ǯŽ‹‹–‡†„—†‰‡–Ǥ—”•—‰‰‡•–‡† …ƒ’ƒ‹‰‹…Ž—†‡•ƒ updated  website,  a  Facebook  shared  photo,  a  printed  flyer,  a  door  hanger,  and  e-­‐mail   marketing  (for  a  complete  overview,  please  refer  to  Exhibit  13).       The  new  website  will  better  showcase  the  items  Crossroads  sells,  as  well  as  provide  an  in-­‐ depth  look  at  what  fair  trade  is.  It  will  have  a  simple  design  with  many  pictures,  leading  to  a   better  user  experience  when  they  visit  the  site.  The  shared  Facebook  page  will  encourage   —•‡”•™Š‘Šƒ˜‡Ž‹‡†”‘••”‘ƒ†•ǯ’ƒ‰‡–‘’”‘‘–‡–Š‡•Š‘’ǡƒ•™‡ŽŽƒ•ƒŽŽ‘™‘–Š‡”•–‘˜‹‡™ the  photo  and  become  a  fan.  The  flyers  will  be  handed  out  during  Festival  ISU  to  visitors  of   ”‘••”‘ƒ†•ǯ„‘‘–ŠǤŠ‹•™‹ŽŽ‘–‘Ž›„”‹‰ƒ™ƒ”‡‡••–‘•–—†‡–•ƒ†faculty,  it  will  also   educate  them  on  the  importance  of  fair  trade.  The  door  hangers  will  be  targeted  directly  at   students  (both  living  in  dorms  and  in  on-­‐campus  apartments).  This  will  be  a  unique  way  to   get  in  front  of  our  target  audience  and  bring  more  awareness  for  Crossroads.  The  e-­‐mail   marketing  campaign  will  better  inform  the  audience  about  featured  products  and  the   stories  behind  them.       Š‡ …ƒ’ƒ‹‰ǯ•‰‘ƒŽ‹•–‘„”‹‰‹‡™…—•–‘‡”•–‘”‘••”‘ƒ†•ƒ†–‘‡†—…ƒ–‹‰–Š‡ about  fair  trade.  By  promoting  fair  trade  and  the  products  offered,  the  target  audience   should  envision  Crossroads  as  being  a  unique  gift  shop  with  the  power  to  help  others.  Our   advertising  pieces  portray  this  overall  theme,  as  well  as  present  it  in  an  attractive,  eye-­‐ catching  manner.          

 

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Exhibit  13:  Overview  of  IMC  Campaign       Website x Purpose:  To  increase  awareness  of  Crossroads,  to  provide  an  in-­‐depth  definition  of  fair  trade,  and  to   showcase  beautiful,  unique  products  made  by  partner  artisans.   x Theme:  Integrated  color  scheme  with  a  simple  layout  that  informs  the  audience  all  about  Crossroads x Distribution:  Internet x DĂŝŶdĂƌŐĞƚ͗ŶLJŽŶĞǁŚŽƐĞĂƌĐŚĞƐ͚ůŽŽŵŝŶŐƚŽŶͬEŽƌŵĂůĨĂŝƌƚƌĂĚĞƐŚŽƉƐ͛ x Schedule:  Year  round   Facebook  Shared  Photo x Purpose:  Promote  page  posts  encouraging  fans  and  friends  of  the  Crossroads  Facebook  page  to  like  and   ǀŝĞǁƚŚĞƐƚŽƌĞ͛ƐƉĂŐĞĨƌĞƋƵĞŶƚůLJƚŽůĞĂƌŶĂďŽƵƚĚĞĂůƐĂŶĚŶĞǁƉƌŽĚƵĐƚƐ͘ x Theme:  Various  holiday  images  integrated  with  the  Crossroads  colors  and  logo,  which  will  be  warm  and   encouraging.     x Distribution:  Facebook  page x DĂŝŶdĂƌŐĞƚ͗/ůůŝŶŽŝƐ^ƚĂƚĞhŶŝǀĞƌƐŝƚLJƐƚƵĚĞŶƚƐǁŝƚŚ&ĂĐĞŬ͕ŝŶĚŝǀŝĚƵĂůƐǁŚŽůŝŬĞƚŚĞƌŽƐƐƌŽĂĚƐ͛ Facebook  page,  and  friends  of  those  people. x ^ĐŚĞĚƵůĞ͗ƵƌŝŶŐƚŚĞŚƌŝƐƚŵĂƐ͕DŽƚŚĞƌ͛ƐĂLJĂŶĚsĂůĞŶƚŝŶĞ͛ƐĂLJƐĞĂƐŽŶƐ͘ Flyer x

x x x x

Purpose:  To  introduce  Crossroads  to  the  Illinois  State  University  campus  during  Festival  ISU.  The  message   ǁŝůůƉůĂĐĞƌŽƐƐƌŽĂĚƐŝŶƚŚĞĂƵĚŝĞŶĐĞ͛ƐĂǁĂƌĞŶĞƐƐƐĞƚĨŽƌŐůŽďĂů͕ƵŶŝƋƵĞŐŝĨƚƐŚŽƉƐǁŝƚŚĂǀĂƌŝĞƚLJŽĨ products.  The  fair  trade  message  is  an  introduction  and  an  invitation  for  further  action.   Theme:  Warm  and  invitational,  encouraging  a  positive  image  of  the  shop  and  fair  trade  artisans.   Distribution:  Booth  and  handout  during  the  Festival  ISU  event,  held  in  September  on  the  ISU  quad. Main  Target:  Illinois  State  University  students. Schedule:  Yearly,  September.  

Door  Hanger x Purpose:  To  direct  Illinois  State  students  to  shop  at  Crossroads  for  a  variety  of  purchases.  Introduces  and   explains  the  fair  trade  message. x Theme:  Informative  through  visuals;  this  piece  expresses  the  global  variety  of  products  through  imagery.   The  warm  color  scheme  integrates  with  the  array  of  campaign  pieces.   x Distribution:  Place  on  ISU  dorm  rooms  and  on-­‐campus  apartments. x Main  Target:  Illinois  State  University  students. x Schedule:  Yearly,  October.     E-­‐Mail  Marketing x Purpose:  An  informative  and  inviting  letter  that  showcases  the  meaning  behind  some  of  the  featured   products  and  gets  customers  excited  about  the  products  and  the  story  that  is  behind  them.  The  letter  also   includes  a  link  to  encourage  it  being  shared  to  new  contacts  via  email.   x Theme:  Informative  and  exciting,  encouraging  them  to  think  about  the  meaning  behind  the  products. x Distribution:  Emailed  to  all  subscribers  through  Constant  Contact. x Main  Target:  Illinois  State  University  students  and  professors.   x Schedule:  Monthly  campaign  released  every  Thursday  before  the  new  month,  beginning  immediately.  

 

 

 

 

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Presentation  of  Layouts  &  Analytical  Critiques     Website   Š‡‰‘ƒŽ‘ˆ”‘••”‘ƒ†•ǯ™‡„•‹–‡‹•–‘ƒ‡–Š‡–ƒ”‰‡–ƒ—†‹‡…‡‘”‡ƒ™ƒ”‡‘ˆ™Šƒ– Crossroads  is,  what  they  offer,  and  what  kind  of  a  company  they  are.  The  previous  website   designed  for  Crossroads  provided  detail  about  the  store,  but  not  enough  to  entice  viewers   to  plan  a  visit.  Exhibit  14  provides  a  screen  shot  of  the  new  home  page.  The  updated   website  will  be  more  visually  appealing,  offer  a  more  comprehensive  look  at  Crossroads,   and  will  allow  the  viewer  to  learn  more  about  the  company.       The  color  scheme  of  the  website  is  integrated  with  the  rest  of  our  advertising/promotional   ƒ–‡”‹ƒŽ•™‹–Š‹‘—”…ƒ’ƒ‹‰ǤŠ‡‰‘Ž†‡”‘†…‘Ž‘”ƒ–…Š‡•”‘••”‘ƒ†•ǯŽ‘‰‘ǡ™Š‹Ž‡–Š‡ lighter  yellow  is  used  as  an  accent.  These  colors,  along  with  a  dark  gray  (another  accent)   make  for  an  aesthetically  pleasing  presentation.  The  layout  is  spaced  in  a  way  that  is  easy   to  read,  with  a  font  that  is  very  crisp  and  clear.  The  old  website  had  many  clashing  colors   ƒ†—‡”‘—•ˆ‘–•–Šƒ–†‹†ǯ–…‘‡…–™‡ŽŽǡŽ‡ƒ†‹‰–Š‡˜‹‡™‡”–‘‘–”‡ƒ†  the  website  in   the  correct  manner.  The  new  site  should  drive  readers  to  click  on  the  tabs  for  more   information,  browse  pictures  of  both  artisans  and  products,  and  visit  their  different  social   media.       Š‡–‘’‘ˆ–Š‡’ƒ‰‡…‘–ƒ‹•”‘••”‘ƒ†•ǯŽ‘‰‘ƒ†•—„Šead.  To  the  left,  there  are  navigation   toolsȄ•‡˜‡•‡…–‹‘••‡’ƒ”ƒ–‡–Š‡†‹ˆˆ‡”‡–’ƒ‰‡•‘ˆ–Š‡™‡„•‹–‡ǤǮ ‘‡ǯ™‹ŽŽ–ƒ‡–Š‡ viewer  back  to  the  page  displayed  in  Exhibit  14  Ȃ  it  is  used  as  a  reference  area  to  find  other   ƒ”‡ƒ•‘ˆ–Š‡•‹–‡ǤŠ‡Ǯ„‘—–•ǯ–ab  links  to  a  page  speaking  solely  about  the  history  of   CrossroadsȄwhen  they  opened,  what  they  are  based  on,  about  the  owners,  etc.  The   Ǯ”‘†—…–ǯ–ƒ„‹•—•‡†–‘’”‘‘–‡ǡ‘ˆ…‘—”•‡ǡ–Š‡’”‘†—…–•ǤŠ‹•’ƒ‰‡™‹ŽŽ‘–‘Ž›†‡•…”‹„‡ the  items  Crossroads  offers,  it  will  be  accompanied  by  photos  of  each  product.  The   Ǯƒ”–‡”•ǯ–ƒ„™‹ŽŽ†‡•…”‹„‡–Š‡’ƒ”–‡”•Š‹’•–Šƒ–”‘••”‘ƒ†•Šƒ•ˆ‘”‡†‘˜‡”–Š‡›‡ƒ”•Ǥ Š‡Ǯ ƒ‹””ƒ†‡ǯ•‡…–‹‘™‹ŽŽ„‡—•‡†ƒ•ƒ‡†—…ƒ–‹‘ƒŽ–‘‘Žˆ‘”˜‹‡™‡”•Ǥ ‡”‡ǡ–Š‡›™‹ŽŽŽ‡ƒ” what  fair  trade  is,  what  the  Fair  Trade  Federation  is,  why  Crossroads  supports  it,  and  why   they  should  buy  fair  trade  products.  While  performing  our  copy  tests  for  our  print   ƒ†˜‡”–‹•‡‡–ǡ™‡ˆ‘—†–Šƒ––Š‡”‡™‡”‡ƒŽƒ”‰‡—„‡”‘ˆ”‡•’‘†‡–•™Š‘†‹†ǯ–ˆ—ŽŽ› understand  what  fair  trade  was  (please  refer  to  Appendix  B  for  the  full  copy  test  results).   By  having  an  entire  page  dedicated  to  providing  more  information  about  fair  trade,  we   Š‘’‡–‘‹ˆ‘”–Š‡˜‹‡™‡”•ƒ„‘—––Š‡ˆ—†ƒ‡–ƒŽ•‘ˆˆƒ‹”–”ƒ†‡ǤŠ‡Ǯ‘Ž—–‡‡”ǯ•‡…–‹‘is   a  page  that  tells  about  the  current  volunteers  Crossroads  has,  and  has  a  section  where  the   ˜‹‡™‡”…ƒ•‹‰—’–‘„‡…‘‡ƒ˜‘Ž—–‡‡”ǤǮ‘–ƒ…–•ǯ‹•–Š‡Žƒ•––ƒ„‘–Š‡’ƒ‰‡ǤŠ‹•Ž‹ǡ typical  to  most  websites,  tells  the  e-­‐mail  address  of  the  company,  the  phone  number,   …‘–ƒ…–’‡”•‘ǡƒ††”‡••ǡƒ†ƒ’‘ˆ–Š‡Ž‘…ƒ–‹‘ǤŠ‹•™ƒ›ǡ–Š‡”‡•Š‘—Ž†ǯ–„‡ƒ› confusion  if  the  viewer  needed  to  get  in  touch  with  someone  at  the  store.      To  the  right  of  the  tabs,  the  reader  is  drawn  to  the  picture  of  a  woman  carrying  bananas.   This  is  just  one  of  the  photos  that  will  be  changing  on  the  home  screen  when  the  viewer   comes  to  the  site.  They  can  use  the  arrows  to  make  the  pictures  change,  and  hover  over  the    

 

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Exhibit  14:  Website  Layout  

  photo  to  get  a  brief  description  of  what  that  photo  is  and  an  area  to  click  if  they  want  to   ”‡ƒ†–Š‡™Š‘Ž‡•–‘”›Ǥ‡‡ƒ–Š–Š‡’Š‘–‘•ǡ–Š‡”‡‹•ƒ•‡…–‹‘–‹–Ž‡†Ǯ’…‘‹‰˜‡–•Ǥǯ –Š‹• area  of  the  site,  Crossroads  can  update  their  list  of  events  that  will  be  coming  up  in  the  next   month  or  so.  At  the  bottom  of  that  section,  too,  is  a  link  to  the  entire  Crossroads  event   calendar.  Here,  whoever  is  monitoring  the  website  can  provide  more  information  about   each  event  and  show  it  on  a  calendar  format.  Having  lots  of  events  scheduled  on  the  

 

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calendar  will  make  viewers  more  willing  to  come  inȄwhether  they  are  interested  in  the   event  itself,  or  if  by  seeing  a  full  calendar  they  think  that  Crossroads  is  a  popular  place  and   they  want  to  stop  by.       ‘–Š‡”‹‰Š–‘ˆ–Š‡Ǯ’…‘‹‰˜‡–•ǯ‹•–Š‡Ǯ ”‹‡†•‘ˆ  ”‘••”‘ƒ†•ǯ„—––‘ǤŠ‹•…Ž‹…ƒ„Ž‡ object  will  lead  the  viewer  to  another  page  to  sign  up  to  become  a  friend  of  Crossroads  and   ”‡…‡‹˜‡ͳͲΨ‘ˆˆ‡ƒ…Š’—”…Šƒ•‡Ǥ‡Ž‘™–Š‹•ǡ–Š‡”‡‹•ƒǮ –‡‘ˆ–Š‡‘–Šǯ•‡…–‹‘ǤŠ‹•‹•ƒ promotional  tool  to  help  bring  attention  not  only  to  more  of  the  great  products  Crossroads   offers,  but  also  to  highlight  the  artisan  who  made  them.  It  shows  a  photo  of  the  product   itself  along  with  a  brief  description  of  what  it  is  and  who  made  it.  There  is  also  a  link  to  find   out  more  about  the  story  of  the  artisan,  which  would  link  the  viewer  to  another  page  with  a   photo  of  the  artisan  and  a  bit  about  their  history.       At  the  bottom  of  the  page,  there  are  few  important  elements.  Facebook,  Twitter,  and   YouTube  icons  appear  on  the  left  of  the  page,  inviting  users  to  click  on  them  to  be  linked  to   –Š‡•‘…‹ƒŽ‡†‹ƒ•‹–‡Ǥ‡Ž‘™–Šƒ–ǡ”‘••”‘ƒ†•ǯŠ‘—”•‘ˆ‘’‡”ƒ–‹‘ǡƒ††”‡••ǡƒ†’Š‘‡ —„‡”‹•Ž‹•–‡†•‘–Šƒ––Š‡˜‹‡™‡”†‘‡•ǯ–Šƒ˜‡–‘•‡ƒ”…Šƒ”‘—†ˆ‘”–Š‡‹ˆ‘”ƒ–‹‘Ǥ‘ the  right  of  that,  there  is  a  gray  box  inviting  visitors  to  sign  up  for  e-­‐mail  newsletter.       The  new  website  layout  communicates  the  major  selling  ideaȄfair  trade  unique  and   beautiful  gifts  with  a  powerful  story.  The  photos  of  the  product  with  their  respective   artisan  show  both  the  beauty  of  the  merchandise  that  Crossroads  offers,  as  well  as  giving  a   snapshot  of  the  story  behind  it.  With  the  new  site,  we  also  hope  to  achieve  some  of  our   original  objectives  for  our  IMC  campaign.  First,  increase  the  awareness  of  fair  trade  by   offering  a  separate  tab  specifically  targeted  at  educating  our  target  audience  about  what   fair  trade  is.  We  also  want  to  shift  the  perceptions  of  Crossroads  offering  a  wide  selection  of   gifts.  This  will  be  done  by  offering  descriptions  of  what  Crossroads  offers,  as  well  as   •Š‘™‹‰’Š‘–‘•–‘‡–‹…‡˜‹‡™‡”•ˆ—”–Š‡”Ǥ ‘”†‡”–‘•–”‡‰–Š‡”‘••”‘ƒ†•ǯ•‘…‹ƒŽ‡†‹ƒ presence,  we  have  links  to  Facebook,  Twitter,  and  YouTube  on  the  website.  To  help   ‹…”‡ƒ•‡–Š‡–‘–ƒŽ—„‡”‘ˆ”‡…‹’‹‡–•‘”‘••”‘ƒ†•ǯ‡-­‐mail  list,  we  have  inserted  a  page   that  lets  the  viewer  sign  up  for  e-­‐mail  newsletters  right  from  the  website.       This  new  website  will  not  only  appeal  to  the  target  market  visually,  it  will  also  provide  a   much  more  in-­‐depth  look  at  what  Crossroads  has  to  offer.  By  incorporating  photos,  stories   of  the  artisans,  and  descriptions  of  the  products,  viewers  will  be  able  to  get  a  feel  for  what   Crossroads  is  and  if  they  would  be  interested  in  visiting  such  a  place.  The  website  is   integrated  with  the  rest  of  the  campaign  and  will  be  a  great  asset  for  Crossroads  to  have.      

Facebook  Shared  Photo   Three  promotional  pieces  have  been  created  to  be  used  exclusively  on  the  Crossroads   Facebook  page.  These  promotional  photos  utilize  the  Crossroads  logo,  colors,  and  global   feel.  The  main  message  of  these  pieces  is  to  encourage  customers  to  stay  actively  engaged  

 

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with  the  existing  Crossroads  Facebook  page  to  receive  up  to  date  information  about   promotions,  deals,  and  sales.  The  advertisements  also  provide  an  incentive  for  individuals   –‘Ǯ•Šƒ”‡ǯthe  photo  with  their  Facebook  friends  to  receive  10%  off  their  next  purchase.   These  promotional  pieces  can  be  found  in  Exhibits  15-­‐17.  Each  piece  is  tailored  to  promote   ƒ†‹ˆˆ‡”‡–Š‘Ž‹†ƒ›ǤŠ‡Š‘Ž‹†ƒ›•…Š‘•‡ƒ”‡Š”‹•–ƒ•ǡƒŽ‡–‹‡ǯ•ƒ›ǡƒ†‘–Š‡”ǯ•Day   because  they  provide  Crossroads  with  seasonal  peaks  in  sales  and  traffic.  These  pieces   were  designed  to  be  uploaded  directly  to  the  Crossroads  Facebook  page  and  shared  by   ‹†‹˜‹†—ƒŽ•™Š‘ǮŽ‹‡ǯ–Š‡’ƒ‰‡Ǥ††‹–‹‘ƒŽŽ›ǡ”‘••”‘ƒ†•…ƒ…Š‘‘•‡–‘’”‘‘–‡–hese   pieces  to  individuals  in  their  target  market  who  are  not  necessarily  fans  of  or  friends  with   the  Crossroads  page.  An  example  of  this  type  of  promotion  can  be  found  in  Exhibit  18.  In   addition  to  implementing  these  promotional  pieces,  Crossroads  should  continue  to  update   their  Facebook  page  regularly  with  updates  merchandise,  sales,  and  specials.  This  is  a  great   opportunity  for  the  company  to  engage  with  customers  and  keep  them  actively  involved   with  Crossroads.     Exhibit  15ǣ‘–Š‡”ǯ•ƒ› ƒ…‡„‘‘”‘‘–‹on  

 

 

 

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Exhibit  16:  Christmas  Facebook  Promotion    

    Exhibit  17ǣƒŽ‡–‹‡ǯ•ƒ› ƒ…‡„‘‘”‘‘–‹‘  

 

 

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Exhibit  18:  Example  of  a  Promoted  Facebook  Post  

 

Flyer   This  flyer  is  designed  to  be  handed  to  students  at  the  annual  Festival  ISU  event.  In   September,  organizations  and  businesses  host  booths  on  the  quad  to  entice  students.   Booths  typically  pass  out  flyers  and  other  promotional  items.  It  is  an  important  time  for   local  entities  to  introduce  themselves  to  the  student  market.  This  once-­‐yearly  event  is  a   staple  on  campus  and  is  key  to  creating  impressions  in  students.    Booths  are  coordinated   through  the  University  Program  Board.  Full-­‐color  should  be  utilized  to  convey  the  striking   images  and  beautiful  color  scheme.     The  warm  color  scheme  integrates  across  all  pieces  in  the  creative  portfolio.  The  colors   promote  a  warm  and  inviting  tone,  and  enhance  the  positive  perception  of  fair  trade.  The   image  of  the  front  of  the  flyer  can  be  found  in  Exhibit  19  and  the  back  in  Exhibit  20.     Visuals  are  integral  in  this  campaign.  The  flyer  features  a  photo  of  a  group  of  women   artisans  crafting  bracelets.  The  warm  expression  draws  in  the  viewer,  and  promotes  a   positive  image  of  these  workers  and  their  products.  In  copy  testing,  the  photo  was   embraced  by  a  large  majority  of  respondents.  See  Appendix  B  for  details  on  copy  test   results.      

‡†‹ƒ–‡Ž›„‡‡ƒ–Š–Š‡’Š‘–‘‹•–Š‡Š‡ƒ†‡”ǡDz ƒ‹””ƒ†‡ƒ‡•‹–‘••‹„Ž‡Ǥ‘—ƒ‡‹– ’‡…‹ƒŽdzǤhis  header  performed  well  on  copy  testing,  with  the  majority  of  viewers  recalling      

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Exhibit  19:  Flyer  Front  

 

   

 

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Exhibit  20:  Flyer  Back  

 

   

 

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the  message,  mentioning  fair  trade,  and  wanting  to  shop  at  Crossroads.  It  is  designed  to   highlight  the  two-­‐fold  benefits  of  shopping  at  Crossroads:  fair  trade  and  unique  products.  A   •‡…‘†Š‡ƒ†‡”™ƒ•…‘’›–‡•–‡†ǡDz ‘Ž†–Š‡‘”Ž†‹‘—” ƒ†•dz™‹–Šƒ•ƒŽŽ‡””‡…ƒŽŽ‘ˆˆƒ‹” trade.  Five  out  of  eight  respondents  cited  fair  trade  as  a  main  message  with  the   advertisement  featuring  this  header.  Three  out  of  eight  respondents  recalled  fair  trade  as  a   main  message  of  the  advertisement  on  the  alternative  header.     The  copy  block  highlights  a  variety  of  products  and  countries  that  Crossroads  features.  The   copy  is  designed  to  display  the  array  of  good  showcased  by  the  retailer  -­‐  which  aided  recall   during  copy  testing.  One  respondent  was  even  able  to  recite  the  copy  after  viewing  the   advertisement.  The  website  and  location  are  displayed  at  the  bottom  of  the  flyer  for  a  call-­‐ to-­‐action.  The  copy  creates  a  memorable  visual  in  the  minds  of  the  target  audience.     The  header  font  was  used  to  integrate  across  campaign  pieces.  The  stamp  and  postage  like   appearance  cements  the  gifts-­‐from-­‐around-­‐the-­‐world  messaging.  It  also  is  used  on  the   current  Crossroads  website  and  will  aid  in  campaign  recall.  The  copy  font  is  used  in  the   Crossroads  logo  and  gives  an  earthy  feel  to  the  copy  blocks.  Both  fonts  are  readable  and   visually  appealing.  The  website  and  location  are  displayed  at  the  bottom  of  the  flyer  for  a   call-­‐to-­‐action.   On  the  back  side  of  the  flyer  are  further  details  regarding  fair  trade.  During  copy  testing,   many  respondents  expressed  the  desire  to  learn  more  about  the  cause.  For  this  reason,   additional  text  to  explain  and  promote  fair  trade  is  the  focal  point  of  the  back  side  of  this   flyer.  The  copy  is  designed  to  create  a  personal  connection  with  the  audience.       Another  image  is  used  to  visually  highlight  a  positive  community  in  support  of  fair  trade.   The  women  are  seen  smiling  and  waving,  promoting  a  thankful,  happy  bond  with  the   audience.     The  combination  of  these  visual  elements  creates  a  flyer  that  will  leave  a  positive   impression  with  students  and  lead  to  action.  The  visuals  draw  the  eye  down  the  page  and   lead  viewers  with  a  desire  to  learn  more  and  visit  the  store.  

Door  Hanger   The  goal  of  the  door  hanger  is  to  entice  college  students  to  visit  Crossroads  for  the  chance   to  purchase  items  from  around  the  world,  while  introducing  them  to  the  concept  of  Fair   Trade.  This  piece  of  marketing  collateral  is  to  be  placed  at  the  beginning  of  the  academic   year,  in  October.  This  occurs  one  month  after  the  Festival  ISU  event,  in  which  Crossroads   will  plan  to  participate.  By  communicating  their  message  with  repetition  on  a  central   theme,  the  audience  will  begin  to  absorb  the  message  and  move  Crossroads  from  their   awareness  set  to  their  evoked  set.     Locations  should  include  dorms  and  on-­‐campus  apartments.  Resources  for  dorm  locations   can  be  found  on  the  Illinois  State  University  website.  On  campus  apartments  can  be  found   at  the  local  reality  companies:  Young  America,  SAMI,  and  First  Site.  

 

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In  conjunction  with  the  creative  platform,  visuals  are  vital  to  getting  our  message  across,  as   they  condition  the  messages,  unique  gifts  and  global  artisans,  to  the  viewer.  The  globe  is   the  largest  image,  used  to  establish  Crossroads  with  global  gifts.  A  photograph  of  a  woman   artisan  is  used  to  connect  the  products  to  the  people,  an  important  factor  to  emotionally   connect  to  fair  trade.  In  her  hands  and  to  the  right  of  her  are  images  of  a  jar,  necklace,  and   scarf  -­‐  all  popular  fair  trade  handcrafts  that  students  may  be  interested  in.  These  visuals   are  used  to  condition  Crossroads  as  a  global  store  with  a  variety  of  products  that  students   will  use.  These  images  are  placed  on  both  sides  of  the  door  hanger  to  aid  recognition  and   recall.  The  front  of  the  door  hanger  is  shown  on  Exhibit  21  and  the  back  on  Exhibit  22.   The  circle  shape  was  used  to  differentiate  against  traditional  door-­‐hangers  and  provide   novelty.  This  will  draw  attention  to  the  piece.  The  warm  color  scheme  integrates  across  all   campaign  materials.  The  yellow/orange  in  the  bar  is  used  on  all  materials  and  is  always  the   background  to  the  logo.  This  color  combination  is  inviting,  and  promotes  positive  feelings   and  emotional  connections.  [1]     Š‡Š‡ƒ†‡”ǡDzŠ‘’–Š‡‘”Ž†ǡ”‹‰Š–ˆ”‘‘™–‘™Ž‘‘‹‰–‘dz…‘‡…–•–‘–Š‡‰Ž‘„ƒŽ goods  message  and  reinforces  the  location.  The  piece  of  copy  was  used  in  the  flyer  for   Festival  ISU,  which  will  aid  recall  for  audience  members  who  have  seen  both  pieces.  On  the   „ƒ…ǡDz’‘™‡”–Š‡‘”Ž†ǡ”‹‰Š–ˆ”‘‘™–‘™Ž‘‘‹‰–‘dz‡š’ƒ†•‘–Š‹•‡••ƒ‰‡ and  further  expresses  the  connection  to  fair  trade.  This  repetition  will  also  assist  viewers  in   the  long-­‐term  perception  of  the  shop.  White  space  surrounds  the  text  for  easier  readability   and  attention.   The  back  side  is  used  for  more  details.  Additional  copy  is  used  on  the  bar  to  introduce  and   explain  the  concept  of  fair  trade,  which  is  important  to  always  tie  to  the  shop.  This   placement  allows  viewers  to  scan  the  visuals  to  retain  the  main  message  then,  turn  to  the   back  for  further  information  and  call-­‐to-­‐action.    In  copy  test  results,  many  target  audience   members  expressed  an  interest  in  learning  more  about  the  fair-­‐trade  cause.  For  this  reason,   the  concept  is  introduced  on  the  front  of  the  door  hanger  and  elaborated  on  the  rear  side.     For  a  call-­‐to-­‐action,  directions  to  the  store  are  listed  via  bus  route,  to  direct  students  who   may  not  be  clear  on  the  location.  Bus  routes  are  used  to  make  it  easy  for  underclassmen  to   make  the  trip  to  visit  Crossroads.  Most  upperclassmen  are  familiar  with  Downtown   Bloomington,  and  will  easily  recall  the  Main  Street  location.  This  decision  was  based  on   copy  test  results;  younger  students  specifically  mentioned  that  they  would  make  the  trip  if   they  knew  how  to  get  their  without  having  a  car.  It  is  assumed  that  upperclassmen  are   familiar  with  the  downtown  location  and  are  able  to  successfully  navigate  if  they  have  a  car.       The  website  and  address  are  also  placed  on  the  front  of  the  hanger.  The  logo  is  prominent   and  in  the  middle,  which  makes  it  clear  for  the  audience.     These  creative  elements  allow  for  an  informative,  yet  memorable  door  hanger.    

 

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Figure  21:  Door  Hanger  Front  

     

 

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Exhibit  22:  Door  Hanger  Back  

 

   

 

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E-­‐mail  Marketing   E-­‐mail  marketing  pieces  were  chosen  to  create  an  exciting  and  informative  to  communicate   monthly  products  and  the  story  behind  the  product  to  customers  with  a  limited  budget.  We   hope  to  generate  an  email  list  of  all  clients  that  are  currently  on  a  direct  mailing  list  so  that   we  can  then  remove  them  from  the  mailing  lists  Ȃ  saving  costs  and  creating  a  new  method   of  interaction  that  allows  them  to  easily  access  more  information  on  Crossroads,  such  as  a   link  to  the  Crossroads  website.  In  addition,  e-­‐mail  marketing  will  prove  to  be  more   environmentally  friendly  for  Crossroads  and  help  them  work  towards  sustainability  as  they   promote  it.  The  e-­‐mail  marketing  piece  also  contains  a  link  that  will  allow  current   subscribers  to  easily  invite  their  friends  to  receive  the  monthly  email  newsletters  as  well.   Crossroads  will  use  Constant  Contact  as  an  e-­‐mail  provider  so  that  they  can  begin  to  build  a   database.  We  also  suggest  that  Crossroads  encourage  visitors  at  the  store  to  provide  their   e-­‐mail  address.     The  product  of  the  month  email,  shown  in  Exhibit  23,  utilizes  the  same  color  schemes  and   fonts  that  we  have  kept  consistent  through  our  message  layouts.  The  logo  appears   prominently  in  the  upper  right  corner,  along  with  an  inspiring  phrase  in  the  upper  right   corner  that  helps  convey  one  of  our  central  themes  of  Crossroads  providing  products  that   are  connected  to  a  bigger  and  better  story.  Following  the  picture  for  the  specific  product  of   that  month  is  a  fun  phrase  to  entice  customers,  and  then  instructions  for  how  customers   can  further  interact  with  the  image.  When  a  viewer  rolls  their  mouse  over  the  photo  of  the   product,  the  story  behind  the  creation  of  that  product  will  appear  and  as  creative  and   interactive  addition.  This  can  be  seen  in  Exhibit  24.     The  main  copy  is  placed  in  the  center  right  and  conveys  the  central  theme  that  crossroads   is  a  place  that  offers  a  large  variety  of  unique  gifts  is  doing  so  with  the  intention  of  creating   a  world  that  benefits  those  less  fortunate.  Below  this  copy  are  the  posted  holiday  hours  of   the  store  during  the  month  that  this  e-­‐newsletter  is  sent  out  to  inform  customers  of  when   they  can  shop  at  Crossroads.  Another  image  is  contained  in  the  e-­‐mail  of  another  product   that  Crossroads  offers,  fitting  in  with  the  theme  of  the  holidays  for  that  specific  newsletter   and  briefing  connecting  the  story  behind  that  cocoa.  At  the  very  bottom  of  the  layout  is   further  information  about  Crossroads,  including  their  location,  contact  information  and   website  for  further  viewing  of  their  products.  Because  we  found  during  our  research  that   some  people  were  interested  to  learn  more  about  Crossroads  and  were  just  not  aware  of   the  store,  the  e-­‐newsletter  also  provides  a  link  for  current  subscribers  to  invite  others  to   receive  the  e-­‐newsletter.  This  will  allow  Crossroads  to  create  a  larger  database  of  e-­‐mails  at   a  faster  rate.      

 

63  


Exhibit  23:  Product  of  the  Month  Email  with  Product  Picture  

   

 

64  


Exhibit  24:  Product  of  the  Month  Email  with  Product  Story    

 

 

65  


Creative  Strategy  References     [1]  Wu,  Cadence.  "Logo  Design:  The  Color  and  Shape."  You  the  Designer.  N.p.,  n.d.  Web.  28  Nov.   2012.    <http://www.youthedesigner.com/2012/06/05/logo-­‐design-­‐the-­‐color-­‐and-­‐the-­‐ shape/>.    

 

 

 

66  


Section  IV   Media  Strategy      

 

 

67  


Selection  of  Media  and  Vehicles   Website     ƒ˜‹‰ƒ™‡„•‹–‡‹–‘†ƒ›ǯ•™‘”Ž†is  crucialȄCrossroads  already  does.  When  viewing  the   ™‡„•‹–‡ǡŠ‘™‡˜‡”ǡ‹–‹•–‘‘’Žƒ‹ƒ††‘‡•ǯ–‘ˆˆ‡”‡‘—‰Š‹ˆ‘”ƒ–‹‘Ǥ‘”‡•‘Ž˜‡–Š‹•ǡ™‡ suggest  creating  a  new  site.  Our  recommendation  is  to  use  Google  SitesȄa  free  online   website  generator.  Google  Sites  offers  single-­‐click  page  creation,  dozens  of  pre-­‐made   templates  (but  also  the  opportunity  for  customization),  and  the  ability  to  access  and  share   information  [1].  This  site  will  be  easy  enough  for  Crossroads  to  do  on  their  own,  and  will   save  them  a  large  amount  of  money.  It  will  also  give  them  the  opportunity  to  update  their   site  frequently,  track  how  many  people  visit,  and  be  able  to  link  to  their  social  media  sites.   It  will  be  another  way  for  them  to  get  in  front  of  a  larger  audience,  bringing  more   awareness  for  the  company.  It  will  also  offer  a  place  for  them  to  show  and  describe  their   products  and  where  they  came  from,  as  well  as  educate  their  audience  further  about  fair   trade.      

Facebook   Social  media  is  becoming  a  heavily  used  vehicle  for  delivering  promotional  messages.   Facebook  has  the  ability  to  reach  thousands  of  individuals  for  a  relatively  low  price.  New   advertising  opportunities  have  been  added  to  Facebook  that  allow  companies  to  customize   their  ads  to  fit  the  needs  of  their  campaign.  Due  to  the  ease  of  use  and  customization,   Crossroads  should  utilize  Facebook  to  reach  a  large  number  of  target  audience  members.   Because  these  ads  can  be  highly  customized,  prices  vary  based  on  target  audience,  time   period,  location  of  post,  and  size  of  content.  For  $10  per  day,  Crossroads  can  promote  their   content  to  the  11,800  Facebook  users  living  in  the  Normal  community  who  are  attending   university  [2].    This  campaign  can  be  monitored  and  adjusted  to  track  the  cost  per  click  and   effectiveness  of  the  campaign.    

Flyer  

”‘••”‘ƒ†•ǯ–ƒ”‰‡–ƒ”‡–‹• ŽŽ‹‘‹•–ƒ–‡…‘ŽŽ‡‰‡•–—†‡–•Ǥ ‘”†‡”ˆ‘”–Š‡–‘†‹”‡…–Ž›‰‡– in  front  of  that  audience,  our  campaign  suggests  that  they  set  up  a  booth  at  the  annual   Festival  ISU.  This  event  is  put  on  by  the  University  Program  Board  and  has  been  held  since   –Š‡ͳͻͺͲǯ•Ǥ ‡”‡ǡ•–—†‡–•ƒ”‡‡…‘—”ƒ‰‡†–‘–‘—”–Š‡—ƒ†™Š‡”‡Š—†”‡†•‘ˆ„‘‘–Š•ƒ”‡ set  up  by  different  organizations  on  and  off  campus.  When  students  approach  a  booth,  they   are  typically  given  a  flyer  or  handout  of  some  sort,  and  then  will  talk  with  the   representative  about  their  group  or  organization.  For  Crossroads,  they  will  have  a  booth   decorated  with  products  found  in  their  store,  along  with  information  on  fair  trade.  We  want   them  to  present  the  students  and  faculty  with  a  flyer  that  shows  what  Crossroads  is  all   about.  We  will  be  using  Vistaprint.com  to  print  these  flyers  at  a  cost-­‐effective  price  [3].    

 

68  


Door  Hanger   Students  are  frequently  bombarded  by  unwanted  and  unsolicited  promotional  mail  pieces.   With  all  of  this  clutter,  it  is  hard  for  businesses  to  make  their  direct  mailing  pieces  stand   out.  In  order  to  grab  the  attention  of  their  target  audience  members,  Crossroads  should   distribute  their  promotional  pieces  in  the  form  of  door  hangers.  This  would  make  their   message  stand  out  and  have  a  higher  chance  of  being  consumed  by  recipients.  The  door   hangers  will  feature  information  about  fair  trade  and  what  Crossroads  does  to  support  fair   trade.  The  door  hangers  will  be  produced  by  the  printing  company  Clubhangers.com  [4].    

E-­‐mail  Marketing     By  using  e-­‐mails  to  reach  customers,  Crossroads  will  be  converting  to  a  more  efficient  and   cost-­‐‡ˆˆ‡…–‹˜‡‡–Š‘†–Šƒ†‹”‡…–ƒ‹Ž‹‰Ǥ•™‡‘™–Šƒ–ˆ‹ŽŽ‹‰ƒ…‘–ƒ…–ǯ•‡ƒ‹Ž„‘š™‹–Š an  excessive  amount  of  e-­‐mails  can  give  a  negative  perception  of  a  company,  we  have   chosen  to  provide  customers  with  only  two  e-­‐mails  a  month.  This  makes  the  cost  of  using   the  e-­‐mail  provider  more  effective,  because  Constant  Contact  is  on  a  system  that  charges   one  flat  fee  per  month  based  on  the  amount  of  e-­‐mails  in  the  database  instead  of  how  many   e-­‐mails  are  sent.  Through  two  e-­‐mails  a  month,  customers  will  not  receive  an  overflowed   inbox  and  will  still  benefit  from  the  announcements,  information  and  special  sales   contained  in  the  e-­‐mails.       Crossroads  can  use  the  email  provider  Constant  Contact  to  send  their  e-­‐mails.  Using   Constant  Contact  has  many  advantages  that  include  an  easy  to  use  and  customizable   template,  links  to  promote  interaction  through  social  media  such  as  Facebook  and  Twitter,   secure  e-­‐mail  lists,  an  anti-­‐spam  check  that  allows  the  e-­‐mail  marketing  campaigns  to   guarantee  delivery,  and  affordable  prices  because  the  first  100  contacts  are  free,  including   the  use  of  a  free  60-­‐day  trial  when  the  campaign  is  first  implemented  [5].      

Presentation  and  Justification  of  IMC  Media  Schedules  &   Strategy     Website   Eighty-­‐five  percent  of  people  use  the  internet  to  search  for  local  businesses  [6].  In  order  to   draw  that  audience  in,  Crossroads  needs  to  have  a  quality,  visually  appealing  website  that   offers  any  and  all  information  a  person  would  need  to  know  about  the  store.  Google  Sites   will  provide  an  easy,  affordable  way  to  make  that  possible.  Table  2  displays  the  schedule   for  the  website  proposed  for  this  campaign.      

 

69  


Table  2:  Media  Schedule  Ȃ  Website   Month   January  

Flight  Date   01-­‐Jan  

Total:  

 

Size   1024x768   pixels    

Number   -­‐  

Unit  Cost   $0.00  

Total  Cost   $0.00  

 

 

$0.00  

   

x x x x

Coverage:  Š‡™‡„•‹–‡™‹ŽŽ”‡ƒ…Šƒ›‘‡™Š‘•‡ƒ”…Š‡•Ǯˆƒ‹”–”ƒ†‡•Š‘’•‹ Ž‘‘‹‰–‘Ȁ‘”ƒŽǤǯ   Frequency:  This  website  will  be  run  for  the  entire  year   Resolution:  1024x768  pixels       Position  in  Vehicle:  Crossroads  should  use  Google  Sites,  which  is  free  of  cost.  

  Facebook    

Because  a  vast  majority  of  college  students  access  Facebook  on  a  daily  basis,  this  vehicle  is   the  perfect  way  for  Crossroads  to  reach  a  large  number  of  people  in  their  target  audience.   This  will  provide  an  opportunity  for  Crossroads  to  increase  the  amount  of  traffic  on  their   page,  and  encourage  current  customers  to  stay  involved  and  engaged.  These  promoted   posts  also  have  the  potential  to  reach  a  large  number  of  target  audience  members  because   the  ad  will  be  shared  with  the  friends  of  each  person  who  likes  or  shares  the  content.  Word   of  mouth  marketing  is  very  powerful,  especially  for  the  age  demographic  of  this  campaign,   so  people  who  see  this  ad  will  be  driven  to  visit  the  Crossroads  page  and  learn  more  about   the  company.  Facebook  provides  various  advertising  opportunities  at  a  low  cost,  and   creating  content  for  these  promotional  posts  takes  very  little  effort.  Content  can  be   uploaded,  or  manually  created  from  existing  posts  and  uploads.  Facebook  can  provide   Crossroads  with  an  easy  to  manage  social  media  campaign  that  is  highly  effective  and   customizable.    Table  3  displays  the  schedule  for  the  Facebook  promotional  updates.     Table  3:  Media  Schedule  Ȃ  Facebook     Month  

Flight  Date  

Size  

Number  

Unit  Cost  

Total  Cost  

08-­‐Feb  to  13-­‐Feb  

N/A  

6  (1  post  per  day)  

$10/day  

$60    

May  

08-­‐May  to  11-­‐May  

N/A  

4  (1  post  per  day)  

$10/day  

$40    

November  

21-­‐Nov  to  22-­‐Nov  

N/A  

2  (1  post  per  day)  

$10/day  

$20    

December  

05-­‐Dec  to  07-­‐Dec  

N/A  

3  (1  post  per  day)  

$10/day  

$30    

February  

Total  Cost:  

 

 

$150      

 

 

70  

 


x Coverage:  Promoted  posts  on  Facebook  have  the  potential  to  reach  11,800  individuals   from  the  target  audience  [2].  These  posts  will  be  viewed  by  anyone  who  likes  the   Crossroads  page  or  is  listed  as  attending  a  university  in  the  town  of  Normal  on  Facebook.   ††‹–‹‘ƒŽŽ›ǡ‹ˆƒ‹†‹˜‹†—ƒŽ•Šƒ”‡•–Š‡’‘•–ǡ‹–™‹ŽŽ„‡˜‹‡™‡†„›–Šƒ–’‡”•‘ǯ•ˆ”‹‡†•ƒ• well.   x Frequency:  These  promotional  posts  will  be  posted  in  correspondence  with  major  peak   Š‘Ž‹†ƒ›•ǤŠ‡›™‹ŽŽ„‡’‘•–‡†ˆ‘”–Š‡•‹š†ƒ›•Ž‡ƒ†‹‰—’–‘ƒŽ‡–‹‡ǯ•ƒ›ǡ–Š‡ˆ‘—”†ƒ›• ’”‹‘”–‘‘–Š‡”ǯ•ƒ›ǡƒ†–Š”‡‡–‹‡•†—”‹‰‡…‡„‡”„‡ˆ‘”‡ ŽŽ‹‘‹•–ƒ–‡‹˜‡”•‹–› students  adjourn  for  the  winter  break.       x Size:  There  are  no  size  requirements  or  limitations  for  this  promotional  item.     x Position  in  Vehicle:  Š‹•…‘–‡–™‹ŽŽ„‡—’Ž‘ƒ†‡†–‘–Š‡”‘••”‘ƒ†ǯ• ƒ…‡„‘‘’ƒ‰‡ǡƒ† promoted  on  the  news  feeds  of  those  within  the  target  audience  of  the  promoted  post.    

Flyer     The  flyer  ™‹ŽŽ„‡ͷǤͶ͹̶šͶǤʹͳdzȋ’‘•–…ƒ”†•‹œ‡Ȍƒ†™‹ŽŽ„‡’”‹–‡†—•‹‰‹•–ƒ”‹–Ǥ…‘Ǥ   Here,  the  company  prints  and  cuts  the  flyers  on  thick  paper  and  uses  vibrant  colors  to   enhance  the  image  provided.  For  100  flyers,  the  cost  for  this  size  is  $24.99,  with  an   additional  $9.99  fee  for  color  printing  on  the  back.  We  believe  that  this  is  well  in   ”‘••”‘ƒ†•ǯ’”‹…‡”ƒ‰‡ǡƒ†–Š‡”‡ˆ‘”‡ǡ™‡•—‰‰‡•–‘”†‡”‹‰ͳǡͲͲͲˆŽ›‡”•ƒ–ƒ–‘–ƒŽ…‘•–‘ˆ $349.80.  The  per  unit  cost  will  be  $0.35.  Table  4  displays  the  schedule  for  the  flyer.       Table  4:  Media  Schedule  Ȃ  Festival  ISU  Print  Flyer   Month   September   Total:  

Flight  Date   29-­‐Aug    

Size   5.47dz  šͶǤʹͳdz    

Number   1000    

Unit  Cost   $0.35    

Total  Cost   $349.80   $349.80  

   

x

x x x

 

Coverage:  There  are  currently  20,502  students  and  3,563  university  employees  at   Illinois  State  [7].  This  means  that  the  opportunity  for  exposure  is  quite  large.  If  only   ͶΨ‘ˆ–Š‡…ƒ’—•’‘’—Žƒ–‹‘•–‘’’‡†„›”‘••”‘ƒ†•ǯ„‘‘–Šǡ–Š‡›™‹ŽŽŠƒ˜‡‰‘––‡ rid  of  all  1,000  of  their  flyers.   Frequency:  This  hand-­‐out  flyer  will  be  distributed  for  only  one  day  (Festival  ISU)   Size:  This  will  be  ͷǤͶ͹dzšͶǤʹͳdz   Position  in  Vehicle:  This  hand-­‐out  flyer  will  bring  awareness  for  Crossroads  for  the   ISU  community.  At  Vistaprint.com,  color  copies  are  $0.35  per  flyer.                

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Door  Hanger   The  door  hanger  will  provide  a  creative  way  to  reach  our  target  audience  and  stand  out   against  more  common  forms  of  media.  Table  5  displays  the  schedule  for  the  door  hanger.     Table  5  Ȃ  Media  Schedule  Ȃ  Door  Hanger     Month  

Flight  Date  

Size  

Number  

Unit  Cost  

Total  Cost  

October  

08-­‐Oct  

ϱ͟ŝĂŵĞƚĞƌ  

5,000  

$.05  

$250  

Setup  Fee  

 

 

 

 

$16.99  

Total  Cost:  

 

 

 

 

$266.99  

  x Coverage:  ‘‘”Šƒ‰‡”•™‹ŽŽ„‡’Žƒ…‡†‘–Š‡†‘‘”•‘ˆ‡ƒ…Š•–—†‡–ǯ•†‘””‘‘†‘”Ǥ There  are  approximately  3,000  dorms  on  campus,  and  the  remaining  2,000  door  hangers   will  be  distributed  to  student  apartments.   x Frequency:  The  door  hangers  will  be  placed  on  the  doors  only  once  in  the  beginning  of   October.       x Size:  The  door  hangers  are  each  5  inches  in  diameter.     x Position  in  Vehicle:  These  door  hangers  will  be  distributed  directly  to  the  dorms  and   apartments  on  campus.  At  Clubflyers.com,  these  circular  door  hangers  can  be  printed  for   $.05  a  piece  in  addition  to  a  one  time  setup  fee  of  $16.99.  Crossroads  can  team  up  with   student  clubs  or  groups  on  campus  to  help  with  the  distribution  of  these  door  hangers.     x Other  Media  Decisions:  A  strategic  plan  must  be  set  to  decide  how  the  additional  door   hangers  will  be  distributed.  The  remaining  door  hangers  should  be  distributed  to  large   apartment  complexes  with  heavy  foot  traffic  to  increase  the  number  of  people  who  will   be  exposed  to  them.        

E-­‐mail  Marketing   The  e-­‐newsletter  will  feature  a  product  of  the  month  and  will  allow  customers  to  further   interact  with  Crossroads  and  the  brand  for  a  low  monthly  fee.  Table  6  features  the  schedule   for  the  e-­‐mail  marketing  campaign.                

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Table  6  Ȃ  Media  Schedule  Ȃ  E-­‐mail  Marketing     Month  

Flight  Date  

Size  

Number  

Unit  Cost  

Total  Cost  

January   February   March   April   May   June   July   August   September   October   November     December  

27-­‐Dec/  15-­‐Jan   31-­‐Jan/  15-­‐Feb   28-­‐Feb/  15-­‐Mar   28-­‐Mar/15-­‐Apr   25-­‐Apr/15-­‐May   30-­‐May/15-­‐Jun   27-­‐Jun/15-­‐Jul   25-­‐Jul/15-­‐Aug   29-­‐Aug/15-­‐Sep   26-­‐Sep/15-­‐Oct   31-­‐Oct/15-­‐Nov   28-­‐Nov/15-­‐Dec  

N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A  

100   500   700   1000   1250   1500   2000   2500   3000   3200   3300   3500  

Free   Flat  Rate   Flat  Rate   Flat  Rate   Flat  Rate   Flat  Rate   Flat  Rate   Flat  Rate   Flat  Rate   Flat  Rate   Flat  Rate   Flat  Rate  

Free   $15.00   $30.00   $30.00   $30.00   $30.00   $30.00   $30.00   $50.00   $50.00   $50.00   $50.00    

 

x Coverage:  Crossroads  will  needs  to  establish  a  customer  e-­‐mail  database  by  having   customers  provide  their  e-­‐mail  address  at  every  point  of  interaction  that  Crossroads   provides.  This  will  include  the  website,  shopping  at  the  store  and  at  the  Illinois  State   University  events  such  as  Festival  ISU.  E-­‐mail  marketing  is  extremely  low-­‐cost  and   therefore  justifies  why  Crossroads  should  build  their  e-­‐mail  database  as  quickly  and  as   large  as  possible.     x Frequency:  Customers  will  receive  two  e-­‐mails  a  month.  One  e-­‐email  will  be  sent  the  last   Thursday  of  the  month,  with  a  story  on  the  featured  product  of  the  upcoming  month.  A   second  e-­‐mail  will  be  sent  half-­‐way  through  each  month  to  give  updates  and  some   repetition  of  the  central  theme  to  the  e-­‐mail  database.  This  will  also  help  include  new   contacts  that  were  added  to  the  database  after  the  product  of  the  month  e-­‐mail  was  sent.     x Size:  The  e-­‐mail  will  contain  a  couple  images  and  short  stories,  as  well  as  any  needed   updates  and  announcement.  It  will  still  be  small  enough  so  that  it  cƒ’–—”‡•–Š‡˜‹‡™‡”ǯ• attention  and  so  that  they  can  take  in  all  of  the  information  without  receiving  information   overload  and  clutter.     x Position  in  Vehicle:  We  suggest  that  Crossroads  uses  Constant  Contact  because  it  is  an   affordable  e-­‐mail  provider  that  also  includes  great  services  to  the  company  that  will  assist   in  creating  an  efficient  and  effective  database  and  e-­‐mail  product.  Constant  Contact  is  free   for  the  first  100  e-­‐mail  addresses  in  the  database  [5].  We  estimate  that  Crossroads  will   reach  3,500  co–ƒ…–•„›–Š‡‡†‘ˆ–Š‡›‡ƒ”ǯ•…ƒ’ƒ‹‰ƒ†™‹ŽŽ…‘–‹—‡–‘‰”‘™ǤŠ‡ cost  is  a  flat  fee  for  the  month,  so  we  recommend  that  Crossroads  send  two  e-­‐mails  to   make  the  price  more  cost-­‐effective  to  spend.      

Crossroads  Media  Budget   Our  proposed  budget  for  Crossroads  is  $1,161.79.  This  is  a  significantly  lower  amount  than   the  past  year,  $8,500,  but  we  believe  that  the  vehicles  we  have  chosen  are  much  more    

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targeted  at  Illinois  State  students-­‐and  are  much  cheaper.  Using  online,  e-­‐mail,  and  print   advertising,  Crossroads  will  be  able  to  save  money  while  using  vehicles  that  the  audience   prefers.  By  targeting  a  focused  group,  the  expenditure  for  print  advertising  will  not  be   substantial  and  the  cost  for  online  and  e-­‐mail  advertising  is  very  low.  A  combination  of  the   vehicles  is  going  to  be  the  best  way  to  reach  the  intended  target  audience  for  Crossroads.   Please  refer  to  Table  7  for  a  complete  breakdown  of  each  media  vehicle  cost  and  the  total   campaign  budget.     Table  7:  Crossroads  Media  Budget     Vehicles   Website   Facebook   Flyer   Door  Hanger   E-­‐mail  Marketing   Total  

Budgeted  Expense   $0.00   $150.00   $349.80   $266.99   $395.00   $1161.79  

Percent  of  IMC  Budget   0%   13%   30%   23%   34%   100%  

 

  Summary  of  Media  Strategy  

–‘†ƒ›ǯ•™‘”Ž†ǡƒ”‡–‹‰‹•–ƒ‹‰ƒŽƒ”‰‡–—”–‘–Š‡†‹‰‹–ƒŽ™‘”Ž†ǡƒ†‘—”–ƒ”‰‡– audience  appreciates  that.  ISU  students  are  not  going  to  their  mailboxes  to  find  flyers  and   coupons,  they  are  looking  online.  When  searching  for  local  businesses,  they  are  using   search  engines  instead  of  looking  in  the  phone  book.  We  are  a  generation  of  answer  finders,   and  we  enjoy  searching  the  internet  to  obtain  information.  Online  and  e-­‐mail  marketing  is   the  way  our  generation  prefers  to  be  reached,  while  they  can  appreciate  a  well-­‐made  hand   out.  We  do  recommend  still  using  print  media  for  Festival  ISU  and  dorms  and  apartments.   The  fact  that  Crossroads  will  be  saving  a  lot  of  money,  paired  with  them  reaching  their   audience  in  an  appropriate  way,  leads  us  to  believe  that  our  strategy  should  be  well   received  by  both  Crossroads  and  the  target  audience.    

   

 

 

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Media  Strategy  References     ȏͳȐDzGoogle  Sites  makes  creating  and  sharing  a  group  website  easy  ."  Google  Sites.  N.p.,  n.d.   Web.  28  Nov  2012.  <http://www.google.com/sites/help/intl/en/overview.html>.   [2]  Dz†˜‡”–‹•‡‘ ƒ…‡„‘‘Ǥ̶Facebook.  N.p.,  2012.  Web.  20  Nov.  2012.   δŠ––’ǣȀȀ™™™Ǥˆƒ…‡„‘‘Ǥ…‘Ȁƒ†•Ȁ…”‡ƒ–‡ȀεǤdz   [3]  "Advertising  and  Marketing  Materials."  Vistaprint.  N.p.,  n.d.  Web.  23  Nov  2012.   <http://www.vistaprint.com/category/marketing-­‐ materials.aspx?txi=14948&xnid=TopNav_Marketing  Materials_Marketing   Products&xnav=TopNav>   [4] Clubflyers:  "Circle  Die  Cut  Club  Flyer."  ClubFlyers.com.  Club  Flyers,  2012.  Web.  27  Nov.   2012.  <http://www.clubflyers.com/printing/flyer/club-­‐ flyers/circle/product.aspx>.   [5]  Email  Marketing  Prices.  Constant  Contact.  N.p.,  2012.  Web.  20  Nov  2012.  <   http://www.constantcontact.com/pricing/email-­‐marketing.jsp>.   [6]  Halloway,  Darnell.  "Yelp  Blog  for  Business  Owners."  Yelp  for  Business  Owners.  N.p.,  06   2012.  Web.  29  Nov  2012.  <https://biz.yelp.com/blog/survey-­‐85-­‐of-­‐consumers-­‐use-­‐ the-­‐internet-­‐to-­‐find-­‐local-­‐businesses>.   [7]  Illinois  State  University  FactBook.http://prpa.illinoisstate.edu/universityfacts/factbook/    

 

 

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‡…–‹‘   —’’‘”––”ƒ–‡‰‹‡•          

 

 

 

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Strategy  to  Be  Used    

Partnership  with  Registered  Student  Organizations     Registered  Student  Organizations  (R.S.O.s)  are  a  popular  way  for  students  to  gather   surrounding  a  common  purpose.  These  organizations  can  revolve  around  academics,   sports,  hobbies,  or  other  special  interests.  The  size  of  these  groups  range  from  30  to  over   100  students.     R.S.O.  Shopping  Night     An  introductory  event  with  benefits  to  both  parties  is  a  great  opportunity  to  initiate  these   partnerships.       By  using  the  shopping  parties  frequently  promoted  by  Crossroads,  the  store  can  offer  15%   „ƒ…–‘ƒ‘”‰ƒ‹œƒ–‹‘‘ˆ–Š‡•Š‘’’‡”ǯ•…Š‘‹…‡ǤȏͳȐ †‡ƒŽŽ›ǡ”‘••”‘ƒ†•™‹ŽŽ’”‘‘–‡–Š‹• event  for  all  organizations.  Purchases  and  amounts  can  be  tracked  at  the  counter.  Specials   may  be  offered  for  select  products.       Promotion  of  this  event  will  be  conducted  via  email  by  gathering  the  contact  information   ˆ”‘–Š‡‘”‰ƒ‹œƒ–‹‘ǯ•™‡„•‹–‡•Ǥ”ǡ…ƒ„‡’Žƒ…‡†‹–Š‡ǤǤǤ’†ƒ–‡‡™•Ž‡––‡” distributed  by  the  Student  Involvement  Center  at  Illinois  State  University.  This  newsletter   is  emailed  to  the  faculty  advisor  and  student  president  of  each  organization  on  campus.       For  follow-­‐up,  Crossroads  will  email  the  presidents  of  each  organization  (contacts  are   available  on  the  Illinois  State  University  website)  a  brief  summary  of  the  event  along  with   the  amount  to  be  donated  to  the  organization.  The  president  or  a  designated  representative   will  pick  up  the  donation  as  well  as  a  Thank  You  card  at  the  Crossroads  store.  The  email   address  used  will  be  placed  on  the  Crossroads  email  list  and  sent  the  email  newsletters   mentioned  earlier  in  this  proposal.  View  the  Media  and  Creative  strategy  portion  of  Section   III  for  more  details.      

Justification  of  Support  Strategy     Benefits  that  make  these  groups  an  attractive  interest  include:     x x x

 

Targeted  access  to  a  large  audience   Streamlined  communications  via  email  lists  and  regular  meetings   Affinity  through  a  common  message  or  interest  

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x x

Connection  to  the  most  influential  students  on  campus   Ability  to  market  on  the  campus  with  an  established  partnership  

  Illinois  State  University  hosts  268  Registered  Student  Organization,  which  partner  with  the   Dean  of  Students  Office.  [1]  Marketing  on  the  campus  of  Illinois  State  University  is  made   easier  with  help  from  a  student  organization.  On  days  outside  of  Festival  ISU  (a  day  in   September  in  which  R.S.O.s  and  businesses  host  booths  on  the  quad),  organizations  are  the   only  way  fliers  and  promotional  materials  are  allowed  to  be  distributed  on  campus.  Finding   one  to  three  long-­‐term  partners  for  promotional  pairing  is  ideal.  A  complete  list  may  be   found  on  the  Dean  of  Students  website.       To  attract  the  student  population,  it  is  often  important  to  connect  through  a  benefit.  Many   organizations  search  for  fundraising  opportunities  in  the  area.  One  of  the  most  popular  are   food  cost-­‐sharing  nights  similar  to  the  shopping  events  hosted  by  Crossroads.  By  providing   a  unique  and  timely  alternative  to  these  events,  Crossroads  can  encourage  many  students   to  visit  the  store  for  this  purpose.       The  first  visit  is  an  important  step  in  creating  a  loyal  shopper.  By  following  up  with  each   participating  organization,  Crossroads  can  work  to  foster  a  relationship  with  the  groups.   Therefore,  future  events  with  Crossroads  will  be  more  likely  as  well  as  individual  shopping   trips  from  students.        

 

 

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Support  Strategies  References     [1]  Watts,  Charline.  President  of  the  Board,  Crossroads  Handcrafts  of  the  World,  Class  Visit,   September  13th,  2012.   [2]  Organizations  Directory.  Illinois  State  University,  n.d.  Web.  28  Nov.  2012.   <https://illinoisstate.collegiatelink.net/organizations>.    

 

 

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Section  VI  

 

Effectiveness  Measurement    

 

 

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Timeline  of  Evaluation   Crossroads  should  evaluate  the  progress  of  their  marketing  campaign  on  the  following   schedule:   x x x x

April  1,  2013  (3  months  into  the  campaign)   July  1,  2013  (6  months  into  the  campaign)   October  1,  2013  (9  months  into  the  campaign)   January  1,  2014  (after  the  completion  of  the  campaign)  

After  the  first  three  months  of  the  campaign,  Crossroads  can  evaluate  the  impact  their   newly  redesigned  website  and  emailed  newsletters.  This  is  a  great  time  for  Crossroads  to   analyze  their  progress  because  the  first  –Š”‡‡‘–Š•‘ˆ–Š‡…ƒ’ƒ‹‰ƒ”‡ˆ”‡‡‘ˆDz‰‹ˆ– ‰‹˜‹‰Š‘Ž‹†ƒ›•dzƒ†Šƒ˜‡Š‹•–‘”‹…ƒŽŽ›‘–„‡‡ƒ–‹‡‘ˆŠ‡ƒ˜›•ƒŽ‡•ˆ‘””‘••”‘ƒ†•Ǥ› changes  in  the  amount  of  sales  or  traffic  through  the  store  can  be  attributed  to  the  updated   website  and  monthly  emailed  newsletter.  Throughout  the  campaign,  Crossroads  should   continue  to  update  the  content  on  their  website  in  addition  to  maintaining  an  updated   Facebook  page.  Six  months  into  the  campaign,  Crossroads  should  again  assess  the  progress   and  impact  the  campaign  has  had  on  the  organization.  Nine  months  into  the  campaign,  on   October  1,  2013,  Crossroads  will  be  able  to  measure  the  success  of  their  presence  at  festival   ISU.  This  will  be  a  critical  point  in  the  Crossroads  campaign,  and  it  will  provide  an   opportunity  for  the  store  to  be  visible  to  a  large  number  of  students.  The  final  date  of   evaluation  will  give  Crossroads  an  overall  view  of  how  the  entire  campaign  went,  along   with  provide  insight  into  how  well  they  did  over  the  holiday  season,  which  accounts  for   almost  50%  of  their  overall  annual  sales.    

Campaign  Objectives  &  Measures   Sales/Behavioral  Objectives   Crossroads  should  aim  to  increase  their  annual  sales  by  15%.  During  each  evaluation,   Crossroads  should  compare  their  quarterly  sales  figures  to  the  previous  yeƒ”ǯ•ˆ‹‰—”‡•Ǥ Sales  should  increase  sales  by  at  least  3.75%  during  each  of  these  quarters  to  ensure   success  at  the  end  of  the  campaign.  If  an  increase  in  sales  has  not  been  achieved  for  a   particular  quarter,  Crossroads  should  evaluate  their  current  strategy  and  make  any   necessary  adjustments.     ”‘••”‘ƒ†•ǯ•‘…‹ƒŽ‡†‹ƒ’”‡•‡…‡…ƒ„‡‡ƒ•‹Ž›‘‹–‘”‡†—•‹‰ƒƒŽ›–‹…•’”‘˜‹†‡†„› Facebook.  These  tools  allow  businesses  to  see  the  amount  of  views  of  their  posts,  statuses,   and  photos.  Crossroads  should  use  these  free  analytical  tools  to  monitor  what  percentage   of  people  who  like  their  page  are  actually  view  the  content.  In  addition,  Facebook  provides   information  regarding  the  number  of  people  who  have  liked  a  page.  This  will  be  the  easiest  

 

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and  most  efficient  way  for  Crossroads  to  monitor  the  progress  of  their  social  media   presence.   Throughout  the  campaign,  Crossroads  should  be  actively  updating  and  amending  their   email  list.  There  is  a  large  gap  in  the  number  of  individuals  on  the  direct  mailing  list  versus   the  email  list.  Crossroads  should  contact  each  person  on  their  direct  mail  list  and  give  them   the  option  to  provide  their  email  address  to  receive  more  updated  and  frequent   information.  Crossroads  should  also  collect  email  addressed  from  students  while   distributing  flyers  at  festival  ISU.  In  addition,  Crossroads  should  continue  to  collect  email   addresses  in  the  store  at  the  time  of  check-­‐out.     By  the  end  of  the  campaign,  Crossroads  should  have  increased  their  annual  sales  by  15%  to   reach  approximately  $203,550.  As  a  result  of  the  increased  social  media  presence,  the   Crossroads  Facebook  page  should  gain  133  new  likes,  which  make  a  total  of  1,021  likes.  In   addition,  Crossroads  should  aim  to  add  at  least  10%  of  their  target  audience  to  their   existing  email  list.  This  means  by  the  end  of  the  campaign,  Crossroads  should  have  an   additional  2,229  email  addresses  on  their  list.             Communication  Objectives   To  monitor  the  impact  the  campaign  had  on  the  communication  objectives,  Crossroads   should  conduct  follow  up  in-­‐depth  interviews  or  surveys.  These  follow  up  interviews  or   surveys  should  be  conducted  quarterly  in  conjunction  with  the  evaluation  timeline.   Because  one  of  the  main  objectives  of  the  campaign  is  to  increase  the  awareness  of   Crossroads  Handcrafts  of  the  World,  6ͲΨ‘ˆ”‡•’‘†‡–••Š‘—Ž†ƒ•™‡”Dz›‡•dz–‘ƒ“—‡•–‹‘ asking  if  they  have  heard  of  Crossroads.  Additionally,  the  campaign  aims  to  increase   …‘•—‡”•ǯƒ™ƒ”‡‡••ƒ†—†‡”•–ƒ†‘ˆˆƒ‹”–”ƒ†‡ǤͳͲͲΨ‘ˆ’‡‘’Ž‡‹–‡”˜‹‡™‡†‘” surveyed  should  be  able  to  say  they  have  heard  of  fair  trade;  in  addition,  75%  of  these   people  should  be  able  to  accurately  define  or  explain  what  fair  trade  is.   ‘–Š‡”ƒ‹‘„Œ‡…–‹˜‡‘ˆ–Š‡…ƒ’ƒ‹‰‹•–‘•Š‹ˆ–…‘•—‡”•ǯ’‡”…‡’–‹‘‘ˆ”‘••”‘ƒ†•Ǥ This  campaign  aims  to  highlight  the  diversified  and  wide  range  of  products  that  Crossroads   ‘ˆˆ‡”•Ǥ•ƒ”‡•—Ž–ǡͷͲΨ‘ˆ–Š‘•‡™‹–Š‹–Š‡–ƒ”‰‡–ƒ”‡–•Š‘—Ž†‡–‹‘–Š‡•–‘”‡ǯ•˜ƒ”‹‡–› of  gifts  when  asked  to  describe  Crossroads.         Also,  this  campaign  should  successfully  move  Crossroads  into  consume”•ǯ‡˜‘‡•‡–‘ˆŽ‘…ƒŽ gift  shops.  40%  of  respondents  from  the  target  market  should  list  Crossroads  in  response   to  an  open  ended  question  asking  to  list  local  gift  shops  they  would  consider  visiting.    

Evaluation  of  Campaign  Effectiveness   The  effectiveness  of  this  campaign  can  be  evaluated  through  the  distribution  of  online   surveys  to  Crossroads  customers,  email  recipients,  and  Facebook  connections.  These    

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surveys  should  be  distributed  quarterly  and  ask  questions  about  recent  posts,  updates,   sales  and  promotional  pieces.  To  get  accurate  information  in  regards  to  individual   promotional  pieces,  specific  and  direct  questions  should  be  asked  about  the  monthly  email,   Facebook  posts,  door  hangers,  flyers,  and  the  website.  As  an  incentive  to  complete  the   survey,  Crossroads  should  offer  an  exclusive  coupon  at  the  end  of  the  survey.     Additional  surveys  should  also  be  available  in  the  store  for  customers  to  fill  out  following   their  visit.  This  will  give  Crossroads  an  idea  of  how  each  customer  heard  about  the  store,   and  assess  what  drove  them  to  visit  and  make  a  purchase  from  Crossroads.  

Summary   Crossroads  should  anticipate  the  largest  increase  in  sales  and  awareness  as  a  result  of  their   distribution  of  flyers  at  festival  ISU.  This  will  be  the  first  time  Crossroads  is  physically  in   front  of  students  and  getting  their  message  out.  Crossroads  should  also  expect  to   ‡š’‡”‹‡…‡ƒ‹…”‡ƒ•‡‹•ƒŽ‡•ˆ‘ŽŽ‘™‹‰–Š‡ƒŽ‡–‹‡ǯ•ƒ›ǡ‘–Š‡”ǯ•ƒ›ǡƒ†Š”‹•–ƒ• promotions.  The  monthly  email,  Facebook  promotions,  redesigned  website,  festival  ISU   flyer,  and  door  hanger  will  work  together  to  drive  an  increase  of  sales  and  increase  the   awareness  of  Crossroads  and  fair  trade  throughout  the  Illinois  State  University  faculty  and   staff  community.            

 

 

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Appendix  A     Target  Audience   In-­‐Depth  Interview  Method  and  Results    

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-­‐‡’–Š –‡”˜‹‡™‡•—Ž–•    

In  order  to  obtain  more  information  about  our  customers,  we  conducted  16  individual   interviews  with  target  audience  members  [please  refer  to  Exhibit  A-­‐1  for  the  full  script].   We  hoped  to  gain  more  knowledge  about  our  target  marketȄtheir  preferences,  likes,   dislikes,  etc.  After  analyzing  the  results,  we  found  that  only  4  out  of  16  participants  were   aware  of  Crossroads  and  only  3  out  of  the  16  responded  that  Crossroads  was  in  their   evoked  set  for  shopping  at  gift  shops.      

  Where  does  the  target  audience  shop  for  gifts?    

We  asked  our  interview  participants  where  they  would  consider  shopping  for  a  gift,  and   the  results  were  quite  varied.    Shops  mentioned  included  the  Garlic  Press,  Uptown  Gifts  and   Accessories,  Washburn  Flowers,  The  Pod,  Target,  the  Alamo  II,  the  Mole  Hole,  Hallmark,   ƒ†”‘••”‘ƒ†•ǤŠ‘•‡™Š‘”‡•’‘†‡†Ǯ”‘••”‘ƒ†•ǯǡŠ‘™‡˜‡”ǡ…‘—Ž†‘–”‡…ƒŽŽ‹–„›ƒ‡Ȅ referring  to  i–ƒ•Dz–Šƒ–ˆƒ‹”–”ƒ†‡•Š‘’dz‘”Dz–Šƒ–’Žƒ…‡™‹–Š–Š‡™‘”Ž†Ž‘‰‘ǤdzŠ‡•Š‘’•–Šƒ– were  the  most  popular  were  Uptown  Gifts  and  Accessories  and  TargetȄboth  mentioned  4   times  out  of  16.      

  What  causes  the  target  audience  to  shop  at  gift  shops?  

While  interviewing  our  target  audience,  we  wanted  to  find  out  what  led  them  to  go   •Š‘’’‹‰ǤŠ‡”‡•—Ž–•ƒŽ‹‰‡†˜‡”›™‡ŽŽ™‹–Š”‘••”‘ƒ†•ǯ•‡ƒ•‘ƒŽˆŽ—…–—ƒ–‹‘s.  Thirteen     out  of  16  respondents  said  that  Christmas  was  the  number  one  reason  that  they  go   shopping.  Birthdays  came  in  a  close  second  with  8  out  of  16  people  saying  this  was  a  main   ”‡ƒ•‘–Š‡›‰‘•Š‘’’‹‰Ǥ–Š‡”•–Šƒ–™‡”‡‡–‹‘‡†™‡”‡‘–Š‡”ǯ•ƒ›ǡƒŽ‡–‹‡ǯ•ƒ›ǡ anniversaries,  Halloween,  other  major  holidays,  and  when  they  are  feeling  decorative.      

  What  forms  of  media  does  the  target  audience  use  for  shopping?  

When  asked  how  the  target  audience  learns  about  gift  shops  in  the  area,  the  most  popular   response  was,  not  surprisingly,  the  internet.  Nine  out  of  16  respondents  said  that  this  was   by  far  the  best  way  to  find  gift  shops.  Word  of  mouth,  Google,  social  media,  Yelp.com,   Facebook,  radio,  and  simply  walking  by  were  also  mentioned.  We  then  asked  them  what   forms  of  social  media  they  used  to  look  for  promotions  and  coupons,  and  the  two  biggest   responses  were  Facebook  (7  out  of  16)  and  e-­‐mail  (6  out  of  16).  Others  that  were   mentioned  were  Twitter,  online  newspapers,  Retailmenot.com,  company  websites,   newspaper,  campus  specials  online  app,  and  coupon  books  around  campus.                

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Exhibit  A-­â&#x20AC;?1:  In-­â&#x20AC;?Depth  Interview  Script  

  Intro  Paragraph     Hello.  My  name  is  _________.  I  am  an  ISU  student  working  on  a  class  project.  We  are  interviewing  consumers  to  get  a  better  understanding   of  their  preferences.  This  interview  includes  just  a  few  questions  and  only  takes  about  5  minutes.  Your  name  or  any  other  identifying   information  will  not  be  recorded  and  the  results  will  be  aggregated  or  summarized  for  the  group,  not  recorded  individually.  Can  you  help   us?     Awareness  I  (top  of  mind)   1.  Please  list  any  local  gift  shops    in  the  area  that  you  are  aware  of:     Behavior  I  &  Preferences  (measuring  salient  attributes)   2.  On  average,  how  often  do  you  shop  at  local  gift  shops?     3.  List  the  local  gift  shops  that  you  would  consider  going  to  for  your  shopping?     4.  What  local  gift  shop  is  your  favorite  choice  for  shopping?  Please  explain  why.     5.  What  is  it  that  you  want  out  of  your  shopping  experience  at  gift  shops?     6.  Have  you  heard  of  fair  trade?     7.  If  yes,  how  would  you  describe  it  and  is  it  important  to  you?     ͺǤ Â&#x2C6;Â?Â&#x2018;ÇĄDz Â&#x192;Â&#x2039;Â&#x201D;Â&#x201D;Â&#x192;Â&#x2020;Â&#x2021;is  trade  in  which  fair  prices  are  paid  to  producers  in  developing  countries.  Organizations  that  support  Fair  Trade  seek   Â&#x2013;Â&#x2018;Â&#x2026;Â&#x201D;Â&#x2021;Â&#x192;Â&#x2013;Â&#x2021;Â&#x2022;Â&#x2014;Â&#x2022;Â&#x2013;Â&#x192;Â&#x2039;Â?Â&#x192;Â&#x201E;Â&#x17D;Â&#x2021;Â&#x192;Â?Â&#x2020;Â&#x2019;Â&#x2018;Â&#x2022;Â&#x2039;Â&#x2013;Â&#x2039;Â&#x2DC;Â&#x2021;Â&#x2026;Â&#x160;Â&#x192;Â?Â&#x2030;Â&#x2021;Â&#x2039;Â?Â&#x2020;Â&#x2021;Â&#x2DC;Â&#x2021;Â&#x17D;Â&#x2018;Â&#x2019;Â&#x2039;Â?Â&#x2030;Â&#x192;Â?Â&#x2020;Â&#x2020;Â&#x2021;Â&#x2DC;Â&#x2021;Â&#x17D;Â&#x2018;Â&#x2019;Â&#x2021;Â&#x2020;Â&#x2026;Â&#x2018;Â&#x2014;Â?Â&#x2013;Â&#x201D;Â&#x2039;Â&#x2021;Â&#x2022;Ǥdz     9.  Would  you  be  more  apt  to  shop  at  a  store  if  you  knew  it  was  a  supporter  and  supplier  of  fair  trade  products?     10.  Please  list  the  factors  you  use  to  choose  where  you  shop  for  gifts.       11.  Now  please  rank  your  list  in  terms  of  importance.     12.  What  is  the  main  cause  for  determining  if  you  shop  at  a  local  gift  shop?     Awareness  II  (client  prompt)  &  Perceptions   13.  Please  indicate  which  of  the  following  gift  shops  you  are  aware  of  (have  heard  of):   (    )  Garlic  Press     (    )  Crossroads     (    )  Uptown  Gifts  and  Accessories     (    )  Earthbound     (    )  Hallmark     (    )  Mole  Hole       14.  For  each  gift  shop  that  you  are  aware  of  please  list  your  opinions  of  the  gift  shop.  If  unaware  of  the  gift  shop,  please  list  N/A  in  the   space  provided.     15.  Have  you  heard  of  Crossroads:  Global  Handcrafts  of  the  World?     If  Yes:  What  have  you  heard  about  this  particular  gift  shop?  What  is  your  impression  of  Crossroads?    

Â&#x2C6;Â&#x2018;ÇŁDzÂ&#x201D;Â&#x2018;Â&#x2022;Â&#x2022;Â&#x201D;Â&#x2018;Â&#x192;Â&#x2020;Â&#x2022; Â&#x17D;Â&#x2018;Â&#x201E;Â&#x192;Â&#x17D; Â&#x192;Â?Â&#x2020;Â&#x2026;Â&#x201D;Â&#x192;Â&#x2C6;Â&#x2013;Â&#x2022;Â&#x2039;Â&#x2022;Â&#x192;Â?Â&#x2018;Â&#x2013;-­â&#x20AC;?for-­â&#x20AC;?profit  gift  shop  in  downtown  Bloomington  that  is  staffed  entirely  by  volunteers  and   provides  a  market  of  certified  Fair  Trade  products.  This  unique  and  beautiful  merchandise  includes  home  decor,  jewelry,  global  and   holiday  treasures  and  much  more.       16.  How  likely  is  it  that  you  would  be  interested  in  shopping  at  Crossroads  and  why?     Behavior  II  (media  and  other  target  behavior)   17.  What  seasonal  events  cause  you  to  go  shopping?     ͳͺǤÂ&#x160;Â&#x192;Â&#x2013;Â&#x2020;Â&#x201D;Â&#x2039;Â&#x2DC;Â&#x2021;Â&#x2022;Â&#x203A;Â&#x2018;Â&#x2014;Â&#x2013;Â&#x2018;ÇŽÂ&#x2039;Â?Â&#x2021;ÇŻÂ&#x192;Â&#x2019;Â&#x192;Â&#x2030;Â&#x2021;Â&#x2018;Â? Â&#x192;Â&#x2026;Â&#x2021;Â&#x201E;Â&#x2018;Â&#x2018;Â?ÇŤ     19.  What  forms  of  media  do  you  most  commonly  use  to  learn  about  gift  shops  within  the  area?     20.  What  forms  of  media  do  you  use  to  look  for  promotions  and  coupons?     21.  If  you  were  Crossroads,  what  do  you  feel  would  be  the  most  effective  way  to  get  students  (or  faculty)  to  shop  at  their  store?      

 

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What  does  our  target  audience  know  about  fair  trade?     To  our  surprise,  a  large  number  of  our  respondents  were  familiar  with  fair  trade.  Thirteen   out  of  16  participants  said  they  had  heard  of  fair  trade,  but  only  3  could  accurately  describe   ™Šƒ–‹–™ƒ•Ǥ™ƒ”‡‡•••‡‡•–‘„‡”‘••”‘ƒ†•ǯŽƒ”‰‡•–’”‘„Ž‡Ǣͻ‘—–of  16  said  that  they   would  be  more  apt  to  shop  at  a  store  that  supported  fair  trade.  If  Crossroads  could  just  get   the  word  out  to  a  larger  group  of  people,  they  would  surely  see  an  increase  in  sales.    

  What  does  the  target  audience  know  about  Crossroads?  

Four  out  of  16  respondents  were  aware  of  Crossroads  prior  to  the  interview.  When  asked   –Š‡‹”‘’‹‹‘•‘ˆ–Š‡•–‘”‡ǡ–Š‡”‡•’‘•‡•™‡”‡ˆ‡™ǡ„—–’‘•‹–‹˜‡ǤDz ‘‘†ˆ‡‡Ž‹‰•ǡ‡…Ž‡…–‹…ǡ ƒ••‘…‹ƒ–‡†™‹–Š˜‘Ž—–‡‡”•ƒ†Ǯ…Š—”…Š’‡‘’Ž‡ǯǡƒ†—‹“—‡‰‹ˆ–•dz™‡”‡‡–‹‘ned  about   Crossroads.  The  store  also  needs  to  better  promote  their  brand,  as  no  respondent  could   recall  Crossroads  by  name.    

 

 

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Appendix  B  

   

 

  Copy  Test  Method  &  Results    

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Copy  Test  Method  and  Results     Copy  Test  Methodology     A  copy  test  was  used  for  Crossroads  to  determine  whether  or  not  a  header  made  a   difference  in  how  the  audience  perceived  the  company.  The  objectives  we  were  trying  to   achieve  by  doing  this  were  to  test  brand  recall,  to  inform  the  audience  about  the  products   Crossroads  offers,  and  to  tie  in  fair  trade  with  the  brand.  We  designed  a  Crossroads  flyer  to   be  handed  out,  and  to  test  how  effective  it  was,  we  created  two  different  headers  to  be   placed  underneath  the  picture.  The  headlines  tested  were  "Hold  the  World  in  your  Hands,"   and  "Fair  Trade  Makes  it  Possible.  You  Make  it  Special."  Please  refer  to  Exhibits    B-­‐1  and  B-­‐ 2  for  the  rough  copies  that  were  tested.     The  method  that  we  used  was  to  interview  a  total  of  sixteen  members  from  our  target   audience  individually.  We  first  gave  them  the  proposed  advertisement  (eight  were  given   the  design  with  the  first  header,  eight  with  the  other)  and  had  them  take  a  good  look  at  it   for  around  20-­‐30  seconds.  After  they  had  a  chance  to  look  everything  over,  we  took  the   design  away  and  asked  them  our  first  question-­‐-­‐to  write  down  everything  they   remembered  about  the  advertisement.  After  they  have  finished  that  question,  we  asked   them  an  additional  four  questions  (please  refer  to  Exhibit    B-­‐3  for  the  entire  copy  test   questionnaire).  We  then  gave  the  advertisement  back  to  the  respondent  and  had  them   answer  the  additional  six  questions.      

Copy  Test  Results  

  Š‡”‡•—Ž–•‘ˆ–Š‡…‘’›–‡•–‹†‹…ƒ–‡†ƒ’”‡ˆ‡”‡…‡ˆ‘”‘—”•‡…‘†Š‡ƒ†‡”ǡDz ƒ‹””ƒ†‡ ƒ‡•‹–‘••‹„Ž‡Ǥ‘—ƒ‡‹–’‡…‹ƒŽdz‘˜‡”–Š‡ˆ‹”•–ǡDz ‘Ž†–Š‡‘”Ž†‹‘—” ƒ†•Ǥdz‡ chose  the  second  header  for  our  advertisement.  Our  decision  was  based  on  the  audience  of   the  second  being  able  to  connect  fair  trade  with  Crossroads,  as  well  being  able  to  give  a   complete  description  of  what  products  the  shop  offers.  Thirteen  out  of  sixteen  participants   recalled  that  the  advertisement  was  for  Crossroads  and  that  the  store  was  located  in   downtown  Bloomington.  When  asked  about  the  main  message  of  the  advertisement,  ten   out  of  sixteen  respondents  mentioned  shopping  fair  trade  to  help  developing  countries.  Ten   out  of  sixteen  also  were  able  to  name  many  products  Crossroads  offers.  Eleven  out  of   sixteen  said  that  the  advertisement  made  them  want  to  visit.       We  changed  a  few  characteristics  of  the  flyer  after  conducting  the  copy  tests.  Besides  using   the  second  header,  we  also  added  a  backside  to  the  advertisement.  This  would  contain   more  information  about  fair  trade,  due  to  respondents  saying  that  they  wanted  to  learn   more  about  it.  We  also  moved  a  bit  of  information  from  the  front  side  to  make  the  copy   more  readable.  Both  sides  of  the  flyer  will  be  in  full  color,  making  not  only  the  product   information  on  the  front  stand  out,  but  the  important  fair  trade  section  on  the  back  as  well.      

 

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Exhibit  B-­‐1   Copy  Test  Advertisement  A  Ȃ  Front  of  Flyer  Header  Tested      

 

 

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Exhibit  B-­‐2     Copy  Test  Advertisement  B  Ȃ  Front  of  Flyer  Header  Tested            

 

 

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Exhibit  B-­‐3     Copy  Test  Script     [AFTER PROCESSING THE AD, TAKE THE AD AWAY] 1. Please recall everything you can about this advertisement: [NEXT PAGE] 2. Please list the organization the advertisement was for: ‡ Please describe the main message of this advertisement: What does the organization offer? 5. How likely would you be to visit and purchase from the organization after seeing this ad? [RETURN AD] 6. Does the advertisement make you want to visit Crossroads? 7. What is Fair Trade? 8. Did the advertisement entice you to shop at Crossroads/support Fair Trade? 9. Is the advertisement visually appealing? 10. What do you like/dislike about the advertisement? 11. What would you change about the advertisement?

     

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Crossroads Integrated Marketing Communication Plan  

Final project of marketing campaign for local client.

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