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
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 ǯLEAPForward 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 MaʹͲͳ͵ ǯ 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 ǡ Ǥǯ 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.
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.
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 . 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 . 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 . 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 . 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 ǯ Ǥ 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.
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.
 Crossroads Handcrafts of the World Website. www.crossroadsfairtrade.com  Fair Trade Federation Website. www.fairtradefederation.org  Illinois State University FactBook. http://prpa.illinoisstate.edu/universityfacts/factbook/
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 . 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 . Please refer to Exhibit 1 and 2 for examples of featured products . Some of their more popular items are coffee and chocolateȄboth good for any time of the year .
Exhibit 1: Crossroads Product Examples
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 . 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 !
Intangible and Aesthetic Aspects Shopping at Crossroads makes consumers proud; when they leave the store, they have a ǡǡǯǤ 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 ǯ elp 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 . Please refer to Exhibits 3 and 4 to visualize the aesthetics of Crossroads .
Exhibit 3: Crossroads Merchandise
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 .
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 ǡǯǡ Ǥ months with the lowest grossing sales are January and August . Please refer to Exhibit 5 for a graphical representation of annual sales.
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. ǯǡ
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 
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 
Implications for IMC Becoming familiaǯproducts, 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 ǯ 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.
 Watts, Charline. "Marketing Project Questions." Message to Emma Vandercar. 09 Oct 2012. E-‐mail. [2Ȑ ǡǲǤǳǣȀȀ Ǥ Ȁ [3Ȑǲroads Global Handcrafts ." Facebook. N.p., 10 Oct 2012. Web. 07 Oct 2012. <http://www.facebook.com/crossroadsfairtrade?ref=ts&fref=ts>.  Watts, Charline, President of the Board, Crossroads Handcrafts of the World, Class Visit, September 13th, 2012. [5Ȑǲ Ǥ̶Fair Trade Federation. Vizualle, 2012. Web. 09 Oct 2012<http://www.fairtradefederation.org/ht/d/sp/i/198/pid/198>.
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 . 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 . According to IBIS World, the industry products include souvenirs, cards, collectible gifts, novelties, holiday and seasonal decorations, party supplies and gift wrap . 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 .
Fair Trade Industry The Fair Trade Industry, as written in the mission of the Fair Trade Federation, focuses on ǲ ǤǳȏʹȐ -‐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 . 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 ǡǲ ǳȏʹȐ.
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 ǯǡ 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 ǲǤǳȏ͵Ȑ 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-‐ ǯ which most customers are gained Support the local community -‐ ǯ 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 . 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.
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 ǯ 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
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 . The store relies heavily on word-‐of-‐mouth, hoping to enlighten
customers Â that Â their Â general Â perception Â of Â the Â store Â as Â a Â high-Ââ€?end Â and Â expensive Â shop Â is Â not Â entirely Â accurate. Â Uptown Â Gifts Â uses Â Facebook Â and Â social Â media Â to Â increase Â their Â traffic Â and Â promote Â their Â deals, Â as Â well Â as Â a Â program Â called Â E-Ââ€?blast Â that Â connects Â them Â through Â e-Ââ€? mail Â to Â their Â best Â customers. Â Â Â Uptown Â Gifts Â & Â Accessories Â offers Â unique Â gifts Â and Â dĂŠcor Â similar Â to Â Crossroads, Â but Â does Â not Â supply Â the Â Fair Â Trade Â products. Â Â The Â strengths Â of Â Uptown Â Gifts Â & Â Accessories Â include: Â Â x
Location Â near Â University Â campus Â
Hours Â and Â days Â of Â operation Â
Trend Â in Â sales Â increase Â for Â larger Â advertising Â budget Â
Variety Â of Â selection Â Â
The Â weaknesses Â of Â Uptown Â Gifts Â & Â Accessories Â include: Â Â x
Perception Â that Â all Â prices Â are Â relatively Â expensive Â
Lack Â of Â unique Â handcrafted Â items Â
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Unable Â to Â attract Â a Â large Â student Â population Â (currently Â only Â reaching Â 25-Ââ€?30%) Â Â
The Â Garlic Â Press Â The Â Garlic Â Press Â is Â a Â locally Â owned Â cafĂŠ Â and Â gift Â shop Â that Â is Â situated Â in Â Uptown Â Normal. Â The Â hours Â of Â the Â Garlic Â Press Â are Â Monday Â Č‚ Â Saturday Â 10 Â a.m. Â Č‚ Â 7 Â p.m. Â and Â Sunday Â 11 Â a.m. Â Č‚ Â 4 Â p.m. Â The Â store Â offers Â a Â wide Â variety Â of Â products Â and Â serves Â to Â the Â local Â community Â including: Â Â x
Kitchen Â and Â bath Â items Â
Toys Â for Â children Â and Â kids Â
Holiday Â and Â home Â dĂŠcor Â
Bridal Â registry Â
Cooking Â classes Â
Miscellaneous Â gifts Â  Â
ǡǡǯ 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 Ǥ 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 . 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
Offers an array of services that complement their products, such as cooking classes
Variety of selection
Hours and days of operation
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
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 theiǯ̈́ͺͲͲǡͲͲͲ 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.
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.
Â?Â†Â—Â•Â–Â”Â›Č‹Â‡Â•Â–Â”ÂƒÂ…Â–Â‹Â…Â‡Â•ČŒČ€Â‘Â?Â’Â‡Â–Â‹Â–Â‹Â‘Â?Č€ÂƒÂ”Â”Â‹Â‡Â”Â•Â‡ÂˆÂ‡Â”Â‡Â?Â…Â‡Â• Â Â Č?ÍłČ?Ç˛ Â‘Â”ÂŽÂ† Â Â?Â†Â—Â•Â–Â”Â›Â‡Â’Â‘Â”Â–ÍśÍˇÍľÍ´Í´ Â‹ÂˆÂ–ÂŠÂ‘Â’Â•ĆŹÂƒÂ”Â†Â–Â‘Â”Â‡Â•Â‹Â?Â–ÂŠÂ‡Ç¤ÇłIBISWorld. Â Sept. Â 2012. Â Web. Â 09 Â Oct. Â 2012. Â <http://www.ibisworld.com/industry/default.aspx?indid=1099>. Â Â  Â Fair Â Trade Â Federation. Â 2012. Â Web. Â 09 Â Oct. Â 2012. Â <http://www.fairtradefederation.org/>. Â Â Č?ÍľČ? Â‘ÂŠÂ?Â•Â‘Â?ÇĄÂ‹Â?Â„Â‡Â”ÂŽÂ›Ç¤Ç˛Â‹ÂšÂ‘Â”Â‰ÂƒÂ?Â‹Â…Â?ÂƒÂ”Â?Â‡Â–Â‹Â?Â‰Â‹Â†Â‡ÂƒÂ•ÂˆÂ‘Â”Â?Â‘Â?Â’Â”Â‘ÂˆÂ‹Â–Â•ÂƒÂ?Â†Â•Â?ÂƒÂŽÂŽÂ„Â—Â•Â‹Â?Â‡Â•Â•Â‡Â•Ç¤Çł Â–ÂŽÂƒÂ?Â–ÂƒÂ—Â•Â‹Â?Â‡Â•Â•Â‘Â?Â‡Â?ÇŻÂ•ÂšÂƒÂ?Â‹Â?Â‡Â”Ç¤Â…Â‘Â?Č€ÂšÂƒÂ?Â‹Â?Â‡Â”Ç¤Â…Â‘Â?Ç¤6 Â Mar Â 2012. Â Web. Â 07 Â Oct. Â 2012. Â <http://www.examiner.com/article/six-Ââ€?organic-Ââ€?marketing-Ââ€?ideas-Ââ€?for-Ââ€? nonprofits-Ââ€?and-Ââ€?small-Ââ€?business>. Â Â  Â Hoffbauer, Â Lisa. Â Sales Â Manager, Â Uptown Â Gifts Â & Â Accessories. Â (Store Â Visit, Â October Â 8, Â 2012). Â Â  Â The Â Garlic Â Press Â & Â The Â Garlic Â Press Â Market Â CafĂŠ: Â Normal, Â Illinois. Â Web. Â 09. Â Oct. Â 2012. Â Â Â Â Â Â Â <http://www.thegarlicpress.com/> Â Â  Â Sam, Â Store Â Manager, Â The Â Garlic Â Press. Â (Phone Â Interview, Â October Â 8, Â 2012). Â Â Â
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.
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 .
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.
The Crossroads website is the most comprehensive advertising tool for the shop. This is because of the space and attention available . 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.
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
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 . 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.
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
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 ǳǡ Ǥ
Exhibit 7: Crossroads Newsletter
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 .
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 . 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.
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
Beyond Normal Films
Total General Advertising
Total Direct Mail
Shopping Party Discount
Total Marketing Spend
ǯ Uptown Gifts and Accessories ǯperspective 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 . 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 ǯͻͲͲȏȐǤRefer 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 . 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 ǯʹΨǤmary 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
distribution . 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 ǯ Ǥ The Garlic Press uses the web effectively. The shop hosts an attractive website as well as an active Facebook page  . 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
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, ǯ ǡ ǯ ǡǯ 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.
Past IMC References  Watts, Charline. President of the Board, Crossroads Handcrafts of the World, Class Visit, September 13th, 2012. ȏʹȐ ǡǲǤǳ<http://crossroadsfairtrade.com/.>  "Crossroads Global Handcrafts." Facebook. N.p., 10 Oct 2012. Web. 07 Oct 2012. <http://www.facebook.com/crossroadsfairtrade>.  Watts, Charline. President of the Board, Crossroads Handcrafts of the World, Crossroads IMC Spending 2011-‐2012.  Hoffbauer, Lisa. Sales Manager, Uptown Gifts & Accessories. (Store Visit, October 8, 2012).  "Uptown Gifts and Accessories." Facebook. N.p., 27 Oct 2012. Web. 77 Oct 2012. <http://www.facebook.com/Uptown-‐Gifts-‐Accessories>.  Unknown Name. Store Manager, The Garlic Press. 09 Oct 2012. Phone conversation.  ǡǲǤǳδ http://thegarlicpress.com>.
 "The Garlic Press" Facebook. N.p., 27 Nov 2012. Web. 27 Nov 2012. <http://www.facebook.com/thegarlicpress>.
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 . 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 ǯǤ 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.
Â‡Â‰ÂƒÂŽČ€Â‡Â‰Â—ÂŽÂƒÂ–Â‘Â”Â›Â?Â˜Â‹Â”Â‘Â?Â?Â‡Â?Â–Â‡ÂˆÂ‡Â”Â‡Â?Â…Â‡Â• Â Â  Â Fair Â Trade Â Federation. Â 2012. Â Web. Â 09 Â Oct. Â 2012. Â <http://www.fairtradefederation.org/>. Â Â Â
Section II Target Audience Profile and Campaign Objectives
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 ʹͷ ǯǤ 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.
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 Ǥ 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 ǯ 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 budget with limited access to disposable income.
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  Graduate: 2, 545 -‐ 2011  Total: 21,080 Age: 18 -‐ 35 Gender: Male and female Ethnicity: All ethnic backgrounds Income: $1,000 and above
Population: 1,205 -‐ 2011  Age: 25 -‐ 70 Gender: Male and female Ethnicity: All ethnic backgrounds Household Income: $50,000 and above
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
Neighbors Colleagues Friends & Family Service Clubs Civic Organizations Church Groups
Gender: ǯǡ 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 ǯay . 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 . 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.) 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 . 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 ǯe 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
ǯ 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 ǯ Ǥ 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 ǡǯ 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
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.
ÂƒÂ”Â‰Â‡Â–Â—Â†Â‹Â‡Â?Â…Â‡Â”Â‘ÂˆÂ‹ÂŽÂ‡Â‡ÂˆÂ‡Â”Â‡Â?Â…Â‡Â• Â Č?ÍłČ?Ç˛ÂŽÂ‘Â‘Â?Â‹Â?Â‰Â–Â‘Â? Â‡Â‘Â’ÂŽÂ‡Â—Â‹Â…Â? ÂƒÂ…Â–Â•Ç¤ÇłÂ–ÂƒÂ–Â‡ĆŹÂ‘Â—Â?Â–Â›Â—Â‹Â…Â? ÂƒÂ…Â–Â•Ç¤Â‡Â?Â•Â—Â•Â—Â”Â‡ÂƒÂ—ÇĄÍ´Í˛Í˛Í¸-Ââ€?2011. Â Web. Â 08 Â Oct. Â 2012. Â <http://quickfacts.census.gov/qfd/states/17/1706613.html> Â Č?Í´Č?Ç˛Â‘Â”Â?ÂƒÂŽ Â‡Â‘Â’ÂŽÂ‡Â—Â‹Â…Â? ÂƒÂ…Â–Â•Ç¤ÇłÂ–ÂƒÂ–Â‡ĆŹÂ‘Â—nty Â QuickFacts. Â US Â Census Â Bureau, Â 2006-Ââ€?2011. Â Web. Â 08 Â Oct. Â 2012. Â < Â http://quickfacts.census.gov/qfd/states/17/1753234.html> Â
 Â Illinois Â State Â University Â FactBook. Â http://prpa.illinoisstate.edu/universityfacts/factbook/ Â  Â Watts, Â Charline. Â Client Â Visit. Â Co-Ââ€?Chair., Â Board Â of Â Directors, Â Crossroads Â Handcrafts Â of Â the Â World. Â 13 Â Sept Â 2012. Â Â Č?ÍˇČ?Ç˛Â…Â‡ÂƒÂ?Â‘Â—Â?Â–Â› Â‡Â‘Â’ÂŽÂ‡Â—Â‹Â…Â? ÂƒÂ…Â–Â•Ç¤ÇłÂ–ÂƒÂ–Â‡ĆŹÂ‘Â—Â?Â–Â›Â—Â‹Â…Â? ÂƒÂ…Â–Â•Ç¤Â‡Â?Â•Â—Â•Â—Â”Â‡ÂƒÂ—ÇĄÍ´Í˛Í˛Í¸-Ââ€? 2011. Â Web. Â 03 Â Dec. Â 2012. Â <http://quickfacts.census.gov/qfd/states/17/17113.html> Â
Statement of Campaign Objectives From our situation analysis, our team recommended the following demographic and ǯ ǣ Demographics Primary Target Market
Secondary Target Market
Illinois State University Students
Illinois State University Faculty/Staff
Population: Undergraduate: 18,535 -‐ 2011  Graduate: 2, 545 -‐ 2011  Total: 21,080 Age: 18 -‐ 35 Gender: Male and female Ethnicity: All ethnic backgrounds Income: $1,000 and above
Population: 1,205 -‐ 2011  Age: 25 -‐ 70 Gender: Male and female Ethnicity: All ethnic backgrounds Household Income: $50,000 and above
Psychographics Activities 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
Neighbors & Roommates Special Interest Groups Student Organizations Church and Youth Groups
x x x x x x
Neighbors Colleagues Friends & Family Service Clubs Civic Organizations Church Groups
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 ǯts. 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 ǡ ǲ 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.
ǡǲǫǳuld 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
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.
ǡǲ ǫǳ 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
In Â our Â in-Ââ€?depth Â interviews, Â 8 Â out Â of Â 16 Â respondents Â indicated Â that Â one Â important Â factor Â when Â choosing Â a Â gift Â shop Â is Â the Â variety Â and Â uniqueness Â of Â products. Â Â In Â campaign Â tracking, Â we Â would Â like Â a Â majority Â of Â our Â target Â market Â to Â list Â the Â wide Â selection Â of Â unique Â gifts Â that Â Crossroads Â Handcrafts Â of Â the Â World Â has Â to Â offer Â when Â asked Â to Â describe Â Crossroads. Â Â
4. Â Move Â Crossroads Â into Â the Â evoked Â set Â x
The Â in-Ââ€?depth Â interview Â results Â revealed Â that Â 3 Â of Â our Â 16 Â respondents Â from Â the Â target Â market Â would Â consider Â going Â to Â Crossroads Â to Â do Â gift Â shopping. Â Refer Â to Â Appendix Â A, Â Question Â 3. Â Â
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Â Sales/Behavioral Â Objectives Â
Â 1. Â Increase Â annual Â sales Â x x
Total Â annual Â sales Â for Â 2011 Â were Â $177,000 Â . Â Â The Â campaign Â will Â attempt Â to Â increase Â the Â annual Â sales Â by Â 15% Â to Â become Â approximately Â $203,550. Â Â
2. Â Strengthen Â Crossroads Â social Â media Â presence Â Â x
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ÍľÇ¤ Â?Â…Â”Â‡ÂƒÂ•Â‡Â–ÂŠÂ‡Â–Â‘Â–ÂƒÂŽÂ?Â—Â?Â„Â‡Â”Â‘ÂˆÂ”Â‡Â…Â‹Â’Â‹Â‡Â?Â–Â•Â‘Â?Â”Â‘Â•Â•Â”Â‘ÂƒÂ†Â•ÇŻÂ‡Â?ÂƒÂ‹ÂŽÂŽÂ‹Â•Â– Â x
We Â would Â like Â our Â campaign Â to Â develop Â an Â established Â email Â list Â including Â at Â least Â 10% Â of Â our Â target Â market Â for Â targeted Â e-Ââ€?newsletters Â
Measurement Â Method Â and Â Timeline Â Â Crossroads Â should Â plan Â to Â run Â this Â campaign Â for Â a Â full Â calendar Â year, Â beginning Â in Â January Â 2013. Â This Â will Â allow Â the Â retailer Â to Â experience Â and Â evaluate Â results Â during Â all Â seasonal Â fluctuations. Â Three Â months Â into Â the Â campaign Â Crossroads Â should Â begin Â to Â monitor Â the Â results Â as Â specified Â by Â the Â aforementioned Â objectives. Â Additional Â measurements Â and Â evaluations Â should Â be Â every Â three Â months Â thereafter. Â Â Â The Â effectiveness Â of Â communications Â can Â be Â evaluated Â using Â online Â surveys, Â in-Ââ€?person Â interviews, Â or Â other Â methods. Â Similar Â questions Â should Â be Â used Â in Â order Â to Â gauge Â appropriate Â results. Â See Â Appendix Â A Â for Â the Â list Â of Â questions Â used Â in Â initial Â in-Ââ€?depth Â interviews. Â Â
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.
 Watts, Charline. Co-‐Chair., Board of Directors, Crossroads Handcrafts of the World. (Client E-‐mail, September 27, 2012).
Section III Creative Strategy
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 ǡǯǤ 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 ǯǡ the photo and become a fan. The flyers will be handed out during Festival ISU to visitors of ǯǤfaculty, 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. ǯ 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.
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&ĂĐĞďŽŽŬ͕ŝŶĚŝǀŝĚƵĂůƐǁŚŽůŝŬĞƚŚĞƌŽƐƐƌŽĂĚƐ͛ 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.
Presentation of Layouts & Analytical Critiques Website ǯ 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 Ǥ ǯǡ 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 ǯ ǡ 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. ǯead. To the left, there are navigation toolsȄ ǤǮǯ viewer back to the page displayed in Exhibit 14 Ȃ it is used as a reference area to find other ǤǮǯab links to a page speaking solely about the history of CrossroadsȄwhen they opened, what they are based on, about the owners, etc. The Ǯ ǯǡ ǡ Ǥ the items Crossroads offers, it will be accompanied by photos of each product. The Ǯǯ Ǥ Ǯ ǯ Ǥǡ 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 ǡǯ 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 ǤǮǯ is a page that tells about the current volunteers Crossroads has, and has a section where the ǤǮ ǯǤǡ typical to most websites, tells the e-‐mail address of the company, the phone number, ǡǡ Ǥǡǯ 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
Exhibit 14: Website Layout
photo to get a brief description of what that photo is and an area to click if they want to Ǥǡ Ǯ Ǥǯ 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
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. Ǯ ǯǮ ǯǤ object will lead the viewer to another page to sign up to become a friend of Crossroads and ͳͲΨ ǤǡǮ ǯ Ǥ 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 Ǥǡǯǡǡ ǯ 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 Ǥ ǯ presence, we have links to Facebook, Twitter, and YouTube on the website. To help 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
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 Ǯǯthe 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 Ǥ ǡǯǡǯDay 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 ǮǯǤǡ 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 15ǣǯ on
Exhibit 16: Christmas Facebook Promotion
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.
ǡǲ Ǥ ǳǤhis header performed well on copy testing, with the majority of viewers recalling
Exhibit 19: Flyer Front
Exhibit 20: Flyer Back
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 ǡǲǳ 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.
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.  ǡǲǡǳ 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 ǡǲǡǳ 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.
Figure 21: Door Hanger Front
Exhibit 22: Door Hanger Back
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.
Exhibit 23: Product of the Month Email with Product Picture
Exhibit 24: Product of the Month Email with Product Story
Creative Strategy References  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/>.
Section IV Media Strategy
Selection of Media and Vehicles Website ǯis crucialȄCrossroads already does. When viewing the ǡǡǯǤǡ 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 . 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 . This campaign can be monitored and adjusted to track the cost per click and effectiveness of the campaign.
ǯ Ǥ 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 ͳͻͺͲǯǤǡ 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 .
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 .
E-‐mail Marketing By using e-‐mails to reach customers, Crossroads will be converting to a more efficient and cost-‐ Ǥ ǯ 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 .
Presentation and Justification of IMC Media Schedules & Strategy Website Eighty-‐five percent of people use the internet to search for local businesses . 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.
Table 2: Media Schedule Ȃ Website Month January
Flight Date 01-‐Jan
Size 1024x768 pixels
Unit Cost $0.00
Total Cost $0.00
x x x x
Coverage: Ǯ ȀǤǯ 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.
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
08-‐Feb to 13-‐Feb
6 (1 post per day)
08-‐May to 11-‐May
4 (1 post per day)
21-‐Nov to 22-‐Nov
2 (1 post per day)
05-‐Dec to 07-‐Dec
3 (1 post per day)
x Coverage: Promoted posts on Facebook have the potential to reach 11,800 individuals from the target audience . 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. ǡǡǯ well. x Frequency: These promotional posts will be posted in correspondence with major peak Ǥǯǡ ǯǡ students adjourn for the winter break. x Size: There are no size requirements or limitations for this promotional item. x Position in Vehicle: ǯ ǡ promoted on the news feeds of those within the target audience of the promoted post.
Flyer The flyer ͷǤͶ̶ͶǤʹͳǳȋ ȌǤ 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 ǯ ǡǡͳǡͲͲͲ $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 ͶǤʹͳǳ
Unit Cost $0.35
Total Cost $349.80 $349.80
x x x
Coverage: There are currently 20,502 students and 3,563 university employees at Illinois State . This means that the opportunity for exposure is quite large. If only ͶΨ ǯǡ 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 ͷǤͶǳͶǤʹͳǳ 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.
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
x Coverage: ǯǤ 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.
Table 6 Ȃ Media Schedule Ȃ E-‐mail Marketing Month
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 cǯ 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 . We estimate that Crossroads will reach 3,500 co ǯ Ǥ 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
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
ǯǡǡ 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.
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>.  ǲ Ǥ̶Facebook. N.p., 2012. Web. 20 Nov. 2012. δǣȀȀǤ Ǥ ȀȀ ȀεǤǳ  "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>  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>.  Email Marketing Prices. Constant Contact. N.p., 2012. Web. 20 Nov 2012. < http://www.constantcontact.com/pricing/email-‐marketing.jsp>.  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>.  Illinois State University FactBook.http://prpa.illinoisstate.edu/universityfacts/factbook/
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% ǯ ǤȏͳȐ ǡ 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 ǯǤǡ ǤǤǤ 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
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.  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.
Support Strategies References  Watts, Charline. President of the Board, Crossroads Handcrafts of the World, Class Visit, September 13th, 2012.  Organizations Directory. Illinois State University, n.d. Web. 28 Nov. 2012. <https://illinoisstate.collegiatelink.net/organizations>.
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 ǲ ǳ 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 yeǯǤ 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. ǯ 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
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, 6ͲΨǲǳ asking if they have heard of Crossroads. Additionally, the campaign aims to increase ǯǤͳͲͲΨ 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. ǯ Ǥ This campaign aims to highlight the diversified and wide range of products that Crossroads ǤǡͷͲΨǯ of gifts when asked to describe Crossroads. Also, this campaign should successfully move Crossroads into consumeǯ 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
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 ǯǡǯǡ 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.
Appendix A Target Audience In-‐Depth Interview Method and Results
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, ǤǮǯǡǡ Ȅ referring to iǲǳǲ Ǥǳ 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 Ǥǯ 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 Ǥǯǡǯǡ 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.
Exhibit Â A-Ââ€?1: Â In-Ââ€?Depth Â Interview Â Script Â
Â Intro Â Paragraph Â Â Hello. Â My Â name Â is Â _________. Â I Â am Â an Â ISU Â student Â working Â on Â a Â class Â project. Â We Â are Â interviewing Â consumers Â to Â get Â a Â better Â understanding Â of Â their Â preferences. Â This Â interview Â includes Â just Â a Â few Â questions Â and Â only Â takes Â about Â 5 Â minutes. Â Your Â name Â or Â any Â other Â identifying Â information Â will Â not Â be Â recorded Â and Â the Â results Â will Â be Â aggregated Â or Â summarized Â for Â the Â group, Â not Â recorded Â individually. Â Can Â you Â help Â us? Â Â Awareness Â I Â (top Â of Â mind) Â 1. Â Please Â list Â any Â local Â gift Â shops Â Â in Â the Â area Â that Â you Â are Â aware Â of: Â Â Behavior Â I Â & Â Preferences Â (measuring Â salient Â attributes) Â 2. Â On Â average, Â how Â often Â do Â you Â shop Â at Â local Â gift Â shops? Â Â 3. Â List Â the Â local Â gift Â shops Â that Â you Â would Â consider Â going Â to Â for Â your Â shopping? Â Â 4. Â What Â local Â gift Â shop Â is Â your Â favorite Â choice Â for Â shopping? Â Please Â explain Â why. Â Â 5. Â What Â is Â it Â that Â you Â want Â out Â of Â your Â shopping Â experience Â at Â gift Â shops? Â Â 6. Â Have Â you Â heard Â of Â fair Â trade? Â Â 7. Â If Â yes, Â how Â would Â you Â describe Â it Â and Â is Â it Â important Â to Â you? Â Â ÍşÇ¤ ÂˆÂ?Â‘ÇĄÇ˛ ÂƒÂ‹Â”Â”ÂƒÂ†Â‡is Â trade Â in Â which Â fair Â prices Â are Â paid Â to Â producers Â in Â developing Â countries. Â Organizations Â that Â support Â Fair Â Trade Â seek Â Â–Â‘Â…Â”Â‡ÂƒÂ–Â‡Â•Â—Â•Â–ÂƒÂ‹Â?ÂƒÂ„ÂŽÂ‡ÂƒÂ?Â†Â’Â‘Â•Â‹Â–Â‹Â˜Â‡Â…ÂŠÂƒÂ?Â‰Â‡Â‹Â?Â†Â‡Â˜Â‡ÂŽÂ‘Â’Â‹Â?Â‰ÂƒÂ?Â†Â†Â‡Â˜Â‡ÂŽÂ‘Â’Â‡Â†Â…Â‘Â—Â?Â–Â”Â‹Â‡Â•Ç¤Çł Â Â 9. Â Would Â you Â be Â more Â apt Â to Â shop Â at Â a Â store Â if Â you Â knew Â it Â was Â a Â supporter Â and Â supplier Â of Â fair Â trade Â products? Â Â 10. Â Please Â list Â the Â factors Â you Â use Â to Â choose Â where Â you Â shop Â for Â gifts. Â Â Â 11. Â Now Â please Â rank Â your Â list Â in Â terms Â of Â importance. Â Â 12. Â What Â is Â the Â main Â cause Â for Â determining Â if Â you Â shop Â at Â a Â local Â gift Â shop? Â Â Awareness Â II Â (client Â prompt) Â & Â Perceptions Â 13. Â Please Â indicate Â which Â of Â the Â following Â gift Â shops Â you Â are Â aware Â of Â (have Â heard Â of): Â ( Â Â ) Â Garlic Â Press Â Â ( Â Â ) Â Crossroads Â Â ( Â Â ) Â Uptown Â Gifts Â and Â Accessories Â Â ( Â Â ) Â Earthbound Â Â ( Â Â ) Â Hallmark Â Â ( Â Â ) Â Mole Â Hole Â Â Â 14. Â For Â each Â gift Â shop Â that Â you Â are Â aware Â of Â please Â list Â your Â opinions Â of Â the Â gift Â shop. Â If Â unaware Â of Â the Â gift Â shop, Â please Â list Â N/A Â in Â the Â space Â provided. Â Â 15. Â Have Â you Â heard Â of Â Crossroads: Â Global Â Handcrafts Â of Â the Â World? Â Â If Â Yes: Â What Â have Â you Â heard Â about Â this Â particular Â gift Â shop? Â What Â is Â your Â impression Â of Â Crossroads? Â Â
ÂˆÂ‘ÇŁÇ˛Â”Â‘Â•Â•Â”Â‘ÂƒÂ†Â• ÂŽÂ‘Â„ÂƒÂŽÂƒÂ?Â†Â…Â”ÂƒÂˆÂ–Â•Â‹Â•ÂƒÂ?Â‘Â–-Ââ€?for-Ââ€?profit Â gift Â shop Â in Â downtown Â Bloomington Â that Â is Â staffed Â entirely Â by Â volunteers Â and Â provides Â a Â market Â of Â certified Â Fair Â Trade Â products. Â This Â unique Â and Â beautiful Â merchandise Â includes Â home Â decor, Â jewelry, Â global Â and Â holiday Â treasures Â and Â much Â more. Â Â Â 16. Â How Â likely Â is Â it Â that Â you Â would Â be Â interested Â in Â shopping Â at Â Crossroads Â and Â why? Â Â Behavior Â II Â (media Â and Â other Â target Â behavior) Â 17. Â What Â seasonal Â events Â cause Â you Â to Â go Â shopping? Â Â ÍłÍşÇ¤ÂŠÂƒÂ–Â†Â”Â‹Â˜Â‡Â•Â›Â‘Â—Â–Â‘ÇŽÂ‹Â?Â‡ÇŻÂƒÂ’ÂƒÂ‰Â‡Â‘Â? ÂƒÂ…Â‡Â„Â‘Â‘Â?ÇŤ Â Â 19. Â What Â forms Â of Â media Â do Â you Â most Â commonly Â use Â to Â learn Â about Â gift Â shops Â within Â the Â area? Â Â 20. Â What Â forms Â of Â media Â do Â you Â use Â to Â look Â for Â promotions Â and Â coupons? Â Â 21. Â If Â you Â were Â Crossroads, Â what Â do Â you Â feel Â would Â be Â the Â most Â effective Â way Â to Â get Â students Â (or Â faculty) Â to Â shop Â at Â their Â store? Â Â Â
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 ǤǯǢͻof 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 ǡǡǤǲ ǡ ǡ Ǯ ǯǡǳned about Crossroads. The store also needs to better promote their brand, as no respondent could recall Crossroads by name.
Copy Test Method & Results
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
ǡǲ Ǥ ǳǡǲǤǳ 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.
Exhibit B-‐1 Copy Test Advertisement A Ȃ Front of Flyer Header Tested
Exhibit B-‐2 Copy Test Advertisement B Ȃ Front of Flyer Header Tested
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?
Published on Dec 17, 2012