Dress For Success Presentation

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Recommendation for the Advanced Marketing MKTG 653 MBA class with Dr. jane Thomas at Winthrop University, Spring 2011

Transcript of Dress For Success Presentation

  • M A R K E T I N G P L A N December 10, 2010

    Charlotte Clothing Sale

  • Background

    SWOT Analysis

    Strategy

    uestions

    Team II Monica Burbano

    Thomas Denuel

    Momar Mbodj

    Angela Sheets

    A G E N D A

  • Since 1997, Dress for Success has served more than 550,000 women around the world. Each year Dress for Success reaches more than 50,000 women in the United States, Australia, Canada, the United Kingdom, New Zealand, Australia, the Netherlands, Mexico, Poland and the West Indies.

    All Dress for Success organizaLons are not-for-prot en55es, with Dress for Success Worldwide and its U.S. aliates having 501(c)(3) charitable status and those outside the U.S. operaLng as registered chariLes.

    In 2009, Dress For Success CharloUe, served more than 500 women, an 80% increase in services in just two years.

    B A C K G R O U N D

  • In January 2010, they moved from 853 square feet to more than 5,000 square feet. The new space includes a career center, a bouLque with six dressing rooms, a community room, a warehouse for storage and sta oces.

    On March 9, 2010, Dress For Success CharloUe BouLque and Career TransformaLon Center Grand opening at 500-A Clanton Road.

    By May of 2010, Dress for Success CharloHe has suited as many clients this year as we did in all of 2007.

    B A C K G R O U N D

  • Strengths Obtain best pracLces from other aliates A rated charity - Chronicle of Philanthropy New locaLon (5,000 sq ^ vs. 853 sq ^) Large selecLon of products on hand NaLonal/Worldwide associaLon

    S W O T A N A LY S I S

  • Weaknesses Limited awareness in the community BouLque locaLon may not be convenient Limited budget for markeLng Decient inventory in average client size New concept to CharloUe aliate

    S W O T A N A LY S I S

  • Opportunities Raise awareness in the community Partner with local businesses and sponsors Sales can be repeated seasonally Seasonal clothing yields higher price Increasing donaLons

    S W O T A N A LY S I S

  • reats CompeLLon (i.e. not-for-prot, consignment) Date and Lme of sale could be inconvenient Turnout exceeds volunteer sales resources Conicts with exisLng relaLonships Security/The^

    S W O T A N A LY S I S

  • Awareness and Revenue Deliver a clothing sale event to

    Benet current and potenLal clients Increase community awareness of Dress for Success

    Produce income for CharloUe aliate operaLons Excite buyers about a repeat opportunity

    G O A L S

  • SHORT-TERM OBJECTIVES Sell inventory in a one-Lme spring 2011 event to prot $7,000 and inuence management to repeat the event.

    Establish procedures and logisLcs for a repeatable event to generate addiLonal revenue to Dress for Success CharloUe.

    LONG-TERM OBJECTIVES Increase awareness of Dress for Success CharloUe to encourage more donaLons and to support more clients.

    Establish an event brand and brand recogniLon within the next two years, creaLng opportuniLes for dierent sponsors to co-fund future branded events.

    O B J E C T I V E S

  • MOMENTUM! A Womens Clothing Sale

    to Benet Dress for Success Charlotte

    Momentum! is a celebraLon of progress made by clients and Dress for Success CharloUe

    Momentum! oers clients and Dress for Success an opportunity to conLnue in a posiLve direcLon

    B R A N D

  • For the inaugural event, two consecuLve weekdays in mid-April Day one: 10 AM 7 PM (clients and agencies) Day two: 10 AM 1 PM (clients and agencies) Day two: 1PM 7 PM (public)

    OpLons A Day at the Bou,que, A Day Uptown (Monday, Tuesday) Two Days at the Bou,que (Thursday, Friday)

    A P P R O A C H

  • Uptown Charlotte Thousands of workers and residents within walking distance

    Progressive environment and upscale venues Harvey B. GanU Center for African-American Arts + Culture Wachovia Atrium CharloUe ConvenLon Center Hotels

    L O C AT I O N

  • Seek sponsorship to cover venue rental Contain non-venue expenses to $500

    Labor from volunteers DonaLons of transportaLon, food, paper products

    Net $7,000 prot Sell 375 items at an average price of $20 each

    -OR- Sell 250 items at average price of $30 each

    F I N A N C I A L S

  • Technology Email, Facebook, TwiUer

    Alliances for Distribution Lists Metropolitan BPW NaLonal Black MBA AssociaLon CharloUe Chapter Mecklenburg Womens Advisory Board NaLonal AssociaLon of Women Business Owners - CharloUe The NaLonal AssociaLon of Negro Business and Professional Womens Clubs North Carolina Club (Southeast District)

    C O M M U N I C AT I O N

  • C O M M U N I C AT I O N Volunteers Clients Agencies Sponsor Alliances Public

    T-90 days Recruitment Flyer/Email

    Sponsor Solicitation

    Introduction and Ask

    T-60 days Save the Date (private)

    Save the Date (private)

    Communication Drafts

    Save the Date (public)

    1. Save the Date (public)2. Tweet announcement

    T-30 days Training notice

    1. Invitation (private)2. Flyers in boutique

    1. Invitation (private)2. Flyers for offices

    Email invitation (public)

    1. Facebook invitation (public)2. Tweet reminder3. Small posters

    T-7 days Training schedule Reminder email Reminder email Email reminder (public)

    1. Tweet daily2. Facebook countdown3. Posters refresh

    Event Thank-you card Thank-you card Thank-you card

    T+7 days Thank-you note Thank-you note Thank-you note Thank-you note

    Stakeholders

    Momentum!Table of Communications

  • C R E AT I V E

  • #Mabl^fZbepbee[^rhnkmb\d^m'Mph\nlmhf^kli^kikbgm^]^fZbe'B=k^jnbk^]':eeikh\^^]l`h]bk^\mermhma^eh\Ze
  • Email Customer Email Client

    All sales are final. This email will be your ticket. Two customers per email printed. ID is a must.

    No bills over $20. All proceeds go directly to the local CLT Dress for Success Organization.

    Sample labels: Ann Taylor, The Limited, Banana Republic, and more.

    9hjad)* At the Bechtler Museum 420 S Tryon St - Charlotte, NC 28202

    >jge)(Yelg)he&=p[dmkan]dqj]k]jn]\^gjjge)helg/he&KYd]gh]flg]n]jqgf]"&

    9hjad)) At the DfS Boutique 500-A Clanton Road - Charlotte, NC 28217

    >jge)(Yelg/he&=p[dmkan]dqj]k]jn]\^gj

  • Ticket Customer

    Ticket Client

    #Mabl\Zk]pbee[^rhnkmb\d^m'Mph\nlmhf^kli^kikbgm^]\Zk]'B=k^jnbk^]':eeikh\^^]l`h]bk^\mermhma^eh\Ze

  • Engage an event coordinator/project manager Begin mid-January

    Task Name DuraLon Start Finish Momentum! Event 2 days Mon 4/11/11 Tue 4/12/11 Pre-event Planning 60 days Wed 1/19/11 Tue 4/12/11 Event Project Manager 60 days Wed 1/19/11 Tue 4/12/11 Event Success Criteria 5 days Mon 2/14/11 Fri 2/18/11 Inventory idenLed for selling 2 wks Tue 3/22/11 Mon 4/4/11 Financial 60 days Wed 1/19/11 Tue 4/12/11 Technology and Equipment 60 days Wed 1/19/11 Tue 4/12/11 Volunteer Management 52 days Mon 1/31/11 Tue 4/12/11 Distribu5on and Transporta5on 24 days Mon 2/28/11 Thu 3/31/11 Venue Prepara5on 23 days Fri 3/11/11 Tue 4/12/11 Communica5on 56 days Tue 1/25/11 Tue 4/12/11 Day-of Ac5vi5es 3 days Fri 4/8/11 Tue 4/12/11 Post-Event 12 days Fri 4/8/11 Mon 4/25/11

    L O G I S T I C S

  • Q U E S T I O N S

    Thank you for your time and support of Winthrop MBA students!