PROMOTION PLAN FOR KATHLEEN’S BRIDAL

“As You Wish”

Rachelle Gillard

Becca Perry

Marissa Pawlak

Samantha Meyer

INTRODUCTION Kathleen Sperling

Originated in Harrisburg, IL then expanded to Carterville, IL

Store OfferingsBridal gownsBridesmaid/Floral girl attireShoes AccessoriesMen’s tuxedoProm dresses & accessories

INTRODUCTION The Problem

Lack of awareness of Prom dresses

Kathleen’s Competitors

Joyce’s Bridal Boutique Christine’s Bridal Mr. Tuxedo & Bridal

INTRODUCTION S.W.O.T. Analysis

Strengths Full service bridal boutique

(dresses, hair, & nails) Reasonably priced prom dresses Only bridal boutique in Southern Illinois that

carry David Tutera gowns Weaknesses

Don’t offer in store alterations (referrals) Small selection compared to other bridal

boutiques Don’t offer in store alterations (referrals)

INTRODUCTION S.W.O.T. Analysis

Opportunities Upcoming Prom season Expand selection of prom dresses Move store to populated location

(suggestion: near a mall)

Threats Other bridal boutiques with greater

selections:Joyce’s BoutiqueMr. TuxedoMacy’sDillard’s

GENERAL PLAN Objective

Goal To raise awareness and traffic flow of the Prom

department at Kathleen’s Bridal in Carterville, IL.Benchmark

The prom department is currently slow, during last prom season, only 153 dresses total were sold.

Timeframe Since Prom is seasonal, time is crucial,

December 1st 2012-May 1st 2013.

GENERAL PLAN Target Market

Aimed towards teenage girls ages 15-18

Promote Kathleen’s Bridal to the general public Students’ Parents

They are the ones willing to spend the appropriate amount of money on prom dresses and/or accessories

Focused on reaching high school girls around Jackson and Williamson County Mainly the towns of Carterville and Carbondale,

Illinois as well as other surrounding towns.

CARBONDALE HIGH SCHOOL

QUESTIONNAIRE RESULTS

6 ANONYMOUS HIGH SCHOOL

STUDENTS SURVEYED

Age 18 18 17 18 17 18

Long or Short Dresses

Long Long Long Long Short Short

Friends have impact on where to purchase dress

No No No No Yes Yes

Prom dress price range

<$300 None <$500 <$400 <$400 <$350

Shop locally or out of town

Locally Online Both Both Out of town Out of town

Favorite prom store

None Online None Anne’s Bridal

Mr. Tuxedo

Joyce’s

Wanting local shops to market their stores more

Yes Yes Yes Yes Yes Yes

Interested in sales alerts

Yes Yes Yes No No Yes

Attention grabbers of stores

Ads Ads Images Images Images Ads/images

Big or small storeEither Either Big Big Either Either

Interested in pre-prom promotional events

No Yes Yes Yes Yes Yes

Regular or sale priceRegular Sale Sale Regular Sale Sale

Order dress or buy in store

Order Order In store Both In store In store

Purchasing dress & accessories in one store or multiple

Multiple Multiple Multiple Multiple One store multiple

PURCHASING HABITS/DEMOGRAPHICS

Purchasing Habits According to Seventeen Magazine’s Spending

Survey in 2009, teens are spending money on products to look good Nearly three-quarters are spending the same or more

this year on either: cosmetics (70%) clothing (72%) hair products (71%) skin care (74%)

Demographics These next two charts show what percentage of

the population is our target market for Carbondale and Carterville, of which both are prime locations

% of Males % of All % of Females

% of All % of All

0-9 years 10.2% 5.2% 10.4% 5.1% 10.3%

10-19 years

11.8% 6.1% 11.8% 5.7% 11.8%

Age: Carterville, IL

Age: Carbondale, IL

% of Males % of All % of Females

% of All % of All

0-9 years 13.7% 6.6% 12.9% 6.6% 13.3%

10-19 years

15.3% 7.4% 14.1% 7.3% 14.7%

GENERAL PLAN Current Resources Available used by

Kathleen Promotional Website

Store Website: http://www.kathleensbridal.net/ Radio Air

Receive air time one weekend, once a month $325/30 Ads

Newspaper Kathleen has 1 article every month through Mt. Vernon

Publishing Price: $160/month

E-mailing list to current clientele The mailing list is for both prospective & current

customers Customers who make a purchase at Kathleen’s have

the option of getting on the Mailing List for future updates of sales

TACTICAL RECOMMENDATIONS Package/Branding

1. Custom “Kathleen’s” shirt give away with dress purchase (Colorful, Kathleen’s shop name and address printed on the back)

2. “Kathleen's” pens to give away in store/events

3. Update online website to make it more appealing and eye catching (attract new customers and keep existing customers aware of new dresses and accessories)

4. Hire a local photographer to take professional photos to include on website as well as Flickr and Tumblr accounts

TACTICAL RECOMMENDATIONS Sales Promotion

1. Create your own Referral Program by offering a discount or coupon to any prom customers that recommend their friends to order as well

2. Create mobile promotions (send mass texts to current customers with latest sales)

3. Have a Mother/Daughter prom sale 4. Work with a local tanning salon to offer a

10% discount on dresses 5. Align a sales event with a local charity6. Have scratch off giveaways for 5, 10, 15

or 20% off

TACTICAL RECOMMENDATIONS Public Relations

1. Network with other businesses to do work (Ex: Collaborate with thrift stores such as “Used Not Abused”)

2. Booth at Herrinfest/Apple Festival3. Put promotional flyers on cars at high

school games4. Encourage customers to either email or

post on a Facebook page feedback about their shopping experience

TACTICAL RECOMMENDATIONS Advertising

1. Work with CIL FM Radio Station to promote Kathleen’s during the upcoming prom season

2. Create magnetic car detailing

3. Create a Southern Illinois TV commercial

4. Make a LinkedIn account

5. Have a float in local parades

SUMMARY “As You Wish” came up with promotional ideas

that aim towards our target market of high school girls and their parents

Since there is not much revenue currently being made during prom season, we used ideas that were very cost efficient while helping the promotion process of Kathleen’s Bridal

An inspiration for these ideas was to get Kathleen’s more involved in local events/functions and to get the stores name more recognized