Macy's: Recharge Your Style

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Strengths

� Well-Recognized: Brand has a long history and is iconic in American culture.� High Quality: Products are perceived by customers to be of higher quality. Clothes will last longer than those

bought at other stores, which makes a higher price point justifiable.

� Community Involvement: Macy¶s earns great publicity through sponsoring traditional community events that arebroadcast nationally like the Macy¶s 4th of July Fireworks, the Macy¶s Thanksgiving Day Parade and Annual FlowerShow. Macy¶s also donates a large sum of money to different charities throughout the year such as the AmericanHeart Association¶s Go Red For Women, Shop for a Cause, Reading is Fundamental, and Turn Over a New Leaf.

� Exclusive Brands: Macy¶s has exclusive brands developed by recognizable names such as Martha Stewart, JessicaSimpson, Madonna, Tommy Hilfiger, Donald Trump, Ellen Tracy, Sunglass Hut and Kenneth Cole Reaction.

Weaknesses: � Higher Price Point: With the emergence of cheaper ³fast fashion´ stores, younger generations choose to buy

cheaper clothing more frequently than buying more expensive clothing that lasts longer. This givesMacy¶s adisadvantage with the Millenial market.

� Not Included in Evoked Set of Younger Generations: Due to the trend of buying cheaper, more fashion-forwardclothing among younger generations, Macy¶s is not top-of-mind when these consumers are trying to decide where togo to purchase clothing. However, it is more likely to be in the evoked set of their parents, who look for more valuin their clothing.

� Outdated: The current offerings from Macy¶s targeting Millenials are based on potentially outdated assumptions.The Material Girl line by Madonna may be fashionable, but for many of the Millenials, Madonna does not resonatewith them the same way it does with Gen X when it comes to fashion. The majority of theMillenials were notactive in pop culture until after Madonna¶s reign, and while they know her as a culture icon, they do not fullyunderstand why she has earned this title or want to go out of their way to dress like her.

� Numerous Marketing Focuses: Since Macy¶s has a number of different product lines and target markets, there arenumerous marketing efforts, but not one large one that is successful. In order to target theMillenials, there is themstylelab, the Material Girl line, multiple Facebook pages (for Macy¶s and mstylelab), and a Twitter account.However, since there are so many different areas to try to capture the market, with no set message, many of theefforts are getting lost. The mstylelab is a good idea to getMillenials involved with the brand, but it appears to notbe monitored frequently enough to convey the message of quality that Macy¶s has (especially on the ³What¶s your



style´ section where there are multiple pictures of the same person and people dressed in ways that would notaccurately represent the Macy¶s brand).

Opportunities � Increasing Use of Technology: With each progressing generation, people are becoming increasingly comfortable

with using technology in their everyday lives. 74% of Millenials believe technology makes their lives easier, and60% of the generation turn to the Internet to learn about events (PEW 35).

� Large Millenial Generation: There are currently 50 million Millenials in the U.S. (PEW 2). If Macy¶s cansuccessfully become a shopping destination for this generation, it will allow for a potential of 50 million morecustomers. Realistically,Macy¶s should be able to capture around 2 million, which is a little under 5% of thismarket.

� More Focused Campaign Efforts: Another major opportunity for Macy¶s when considering the Millenialgeneration is to create a more focused and targeted campaign. Instead of having many marketing efforts located inevery possible place a Millenial could look, Macy¶s should make their marketing selections more strategicallyselective. Also, all of the different marketing efforts for Millenials are only branded with the ³Magic of Macy¶s´tagline. However,Millenials strive to be unique, so implementing a different message specifically for them will bemore effective.

Threats � Discount Retailers: Discount retailers such as JC Penney, Kohl¶s, Target, and Wal-Mart are offering fashionable

items for the Millenial market at more affordable prices. While the quality is not as good as the qualityMacy¶soffers, the merchandise is at a price where they can afford to purchase multiple items. Also, these retailers not onlycompete this way in the apparel division, but offer a wide range of other products Macy¶s sells such as handbags,shoes, accessories, cosmetics, bedding, and housewares.

� Cheap ³Fast Fashion´: The emergence of the cheap ³fast fashion´ stores such as Forever 21 and H&M provide

Millenial generations with clothes that rapidly change and keep up with the current trends. This could threaten themore seasonal apparel choices that Macy¶s provides. However, manyMillenials in the older portion go to storeslike Forever 21 for when they need a piece of clothing they¶ll only wear once or twice.

� Down Economy: Although the economy is in the process of recovery, people are still nervous about purchasinghigh-priced items. This is especially true when considering the numerous alternatives that offer similar products atmore affordable prices. Once the economy starts recovering more drastically, people will be more likely to reverttheir spending habits back to paying more for higher quality.

Trends � Affordable Designer Lines: Many retailers are following the trend of having limited edition, exclusive lines

designed by famous designers. Target has had lines by designers like Zac Posen, Ana Sui, Shawn White, TonyHawk, Cynthia Vincent and Michael Kors (Target). Kohl¶s has the exclusive Vera Wang¶s Simply Vera line as wellas an exclusive Lauren Conrad line. Payless has also been jumping on the trend by featuring a line designed byIsabel Toledo (Wallet Pop). Macy¶s also currently features a number of designer brands, such as the Material Girl

by Madonna line. However,Macy¶s differs in that most of the exclusive lines are not different, affordable linescreated by designers especially for Macy¶s. Instead,Macy¶s is the exclusive retailer for lines such as Kenneth Coleand Sunglass Hut.

� Online Shopping/Mobile Apps: Another popular trend for Millenials is shopping online and usage of mobileapplications. Females in theMillenial demographic are more likely to shop online than males in the samedemographic (Pew Millenials). Many Millenials also use their apps frequently and the average 18-29 year old has22 apps on their phone. Millenials also represent the majority of all app usage and most use apps multiple times in aday (Pew App Culture).

Sources: � Pew Research Center- Millenials: A Portrait of Generation Next� Pew Research Center- The Rise of Apps Culture� Target Pressroom: http://pressroom.target.com/pr /news/target-to-offer-exclusive.aspx?ncid=24583� Wallet Pop ³Designer Lines for Less´: http://www.walletpop.com/2010/09/14/designer-lines-for-less/



Demographics

� Millenials make up a population of 50 million within the United States (PEW).� In comparison to previous generations, they are the most ethnically diverse with only 61% of non Hispanic whites

compared to the 73% in the Baby Boomers generation (PEW).� About 54% of Millenials boast at least some college education and are more likely than their predecessors to have

completed high school (PEW).� Household income for this group is concentrated at both extremes from $20,000-$39,999 and $100,000-$149,999

(PF Gen Y). It is assumed that the lower income range is due to those who are going through college and the higher income range accounts for those who have continued to promising careers after their college education.

� About 75% of this population is single and have never been married (PEW).� If single, they possess a hefty amount of disposable incomes for those that land in the $100,000-$149,999 income

range.Psychographics

� 61% of Millenials agree with the statement that their generation is ³unique and distinct´ ± mostly due to their intenseutilization of technology versus generations before them (PEW).

� As generations progress they have a higher acceptance of technology and agree that it makes life easier. GenerationY is just another progression in that way of thinking with 74% agreeing with that statement (PF Gen Y).

� Generation Y is just another progression in that way of thinking with 74% agreeing with that statement. This

constant interaction with technology allows them to always be connected with what is going on in the world and intheir social circle (PF Gen Y).� With the diversity of the group, Generation Y is also more liberal and forward thinking (PF Gen Y).� This generation is all about the idea of customizing products to express their own unique identity (PF Gen Y).� Milenials go to great lengths in their personal consumption of media and technology to brand themselves by

promoting an image through the ownership of certain products (PF Gen Y).� Another name for this group is the Boomerang Generation which spawns from the fact that these consumers rely on

their parents well into their 20¶s. These financial ties to their parents are another reason they may have moredisposable income. This partial dependence stems from the fact that their spending outweighs their savings, mostlydue to college loans (PF Gen Y).

� 44% ³keep up with the latest fashions.´ (PF Gen Y)� 56% believe that ³it is important to be attractive to the opposite sex.´ (PF Gen Y)



Consumption Constellation � 26% of Millenials 18-29 drink coffee daily (PF Coffee).� Approximately 75% have a social networking profile (their favorite of which 21% check several times a day) -

distinctly above the rates of any other generation before them (PEW).� This use has been found to be positively correlated with the population¶s level of education with 86% of college

educated Millenials having at least one social networking profile (PEW 25, 28).� 14% of Millenials are on Twitter. However,Millenials make up 46% of the population on Twitter, which is the

highest in comparison to other generations. On the other hand, this is not as many as the massive amount that wouldbe found on Facebook (PEW).

� 20% of Millenials (more men than women) have uploaded videos of themselves online and 32% have watched avideo online in the last 24 hours (PEW).

� Approximately 60% turn to the internet to stay in the know about events (PEW).� Due to their lenience toward fashion, it is assumed that they are shopping for clothes on a regular basis.

Sources: � Packaged Facts: ³Adults of Generation Y in the U.S. : Hitting the Demographic, Lifestyle and Marketing Mark´

(Dec 2008)� Packaged Facts: ³Coffee in the U.S.: Retail, Foodservice and Consumer Trends´ (Aug 2008)

Pew Research Center- Millenials: A Portrait of Generation Next



Recharge: refers to technologically recharging your devices and can also be used as a reference to drinking coffee. You drink caffeine/coffee to ³recharge´ yourself. As it applies to Macy¶s, you can ³recharge´ your wardrobe and give it new life. The³Recharge´ theme can be broken down into the ³Reboot,´ ³Refresh,´ ³Remix,´ and ³Reset´ themes for different departments thatMillenials could also be interested in. These words are all technology related and fit with the ³Recharge´ theme.C

affeine � Coffee

� 26% of Millenials 18-29 drink coffee daily (PF Coffee).� Those who don¶t go to Starbucks all the time make up an even larger portion (PF Coffee).

Technology Focus � A whopping 83% of Millenials surveyed through Pew Research Center admitted that they sleep with their cell

phones on or right next to their bed (PEW).� 62% have smartphones and wireless internet in this generation (PEW).� 90% of Millenials send and receive emails at least occasionally (PEW).� Phones are the new status symbol of the Millenial generation.

Sources: � Pew Research Center- Millenials: A Portrait of Generation Next

Packaged Facts: ³Coffee in the U.S.: Retail, Foodservice and Consumer Trends´ (Aug 2008)



Starbucks Demographics

� According to the Packaged Facts research report on the U.S. Coffee Retail Market, customers that frequentStarbucks stores are 18-24 years old, affluent, live on the West Coast and work in professional or technical jobs.

� By looking at the Quantcast analysis of traffic to starbucks.com, the visitors to the Starbucks website skews towards

female with them making up 59%.� 71% of their visitors fall in the 18-49-age range with it split relatively evenly between the 18-34 and 35-49 ranges at

39% and 32% respectively.� 75% of visitors to the website are Caucasian, although the website tends to attract more people of Asian and

Hispanic descent than other websites do.� The Starbucks website attracts a more affluent market with 64%, of the visitors making over $60,000 per year. Of

those 64%, 33% of them make over $100,000 per year.� 47% of the visitors have had some college education and 17% have attended graduate school.� The majority of the visitors have no children in the household.� From this information, one can assume that the target demographic for Starbucks is a Caucasian female between the

ages of 18 and 24 who is well-educated, affluent, lives on the West Coast and has no children.Psychographics

� The majority of the Starbucks target market falls in the Generation Y category. According to the PEW Research

Center¶s ³M

illenials:

A Portrait of Generation Next,´ Generation Y can be characterized in 3 main ways:

confident,connected, and open to change.� This category is more likely to use money to determine the level of their success and use purchases to define them.� They are also more drawn to customizable products, so they put their own touch on the product.� Generation Yers are more likely to be involved in online communities, with 85% of them belonging to a social

networking site.� This segment also prefers food that is convenient and portable, but is 34% more likely than other adults to prefer

gourmet flavors.� 32.8% of this segment reads entertainment magazines, although they are more likely to read it in digital format.



Consumption Constellation � According to the Quantcast lifestyle page for starbucks.com, people who visit their website are also likely to visit

other food commerce sites as well as sites for fashion, apparel, magazines, consumer goods.� The magazine sites they visit are high quality, self-aware publications such as ³Glamour,´ ³Self́ and ³O, The Oprah

Magazine´.� According to the Packaged Facts report about the Generation Y segment, this market is very likely to have a various

amount of electronics. They are more likely than the average adult to have large, HDTVs as well as DVD playersand surround sound systems. They are also more likely to subscribe to premium cable channels such as HBO,Showtime and Starz. They are almost twice as likely to own any type of video game system or mp3 player.

Sources: � http://www.quantcast.com /starbucks.com#lifestyle � Packaged Facts: ³Adults of Generation Y in the U.S. : Hitting the Demographic, Lifestyle and Marketing Mark´

(Dec 2008)� Packaged Facts: ³Coffee in the U.S.: Retail, Foodservice and Consumer Trends´ (Aug 2008)� Quantcast- http://www.quantcast.com/starbucks.com#demographics

Promotion Details � On average, each Starbucks location has 468 orders per day (thestreet.com)� During the Starbucks ³Find the Star´ sweepstakes, we¶re giving participating Starbucks locations 50 red stars per

day.� The amount of red stars was based on the average of orders. Some Starbucks will have more frequent

winners, others will not.� Starbucks employees are to randomly place the 50 red stars on cups the night before at closing so they are given to

consumers throughout the next day.

� Each consumer that reveals a red star on their cup earns a coupon for 25% off one item at Macy¶s� The 25% off discount is valid for 7 days after the day they receive the coupon, which gives them a weekend to sho

no matter what day they obtain it.Why ThisWill Benefit Macy¶s

� This promotion will drive traffic to stores.� It will also increase awareness of the Macy¶s brand among all Starbucks customers- new and current Macy¶s

shoppers along with Millenials.Why ThisWill Benefit Starbucks

� People will return to Starbucks more frequently in an attempt to get a Macy¶s coupon.Starbucks MarketWorks with Macy¶s Current Market and Millenials

� The following are statistics about daily coffee drinkers segmented by age.� 26% of daily coffee drinkers are Millenials ages 18-29� 47% of daily coffee drinkers are between ages 25-39

� 61% of daily coffee drinkers are between ages 40-59� The promotion with Starbucks not only targets Millenials, but it will continue to target Macy¶s current target market

� Currently, Macy¶s targets women 18-49 (Quantcast). Those women are not alienated in the Starbuckspromotion.

Sources: � Quantcast: http://www.quantcast.com /macys.com

http://www.thestreet.com /story/10897275/starbucks-daily-customer-visits-expected-to-rise.html



Promotion Details

� The ³Find the Star´ sticker promotion will last 1 month.� In order to increase awareness of the ³Find the Star´ sticker promotion, we will run print ads in 3 magazines: People

(which runs weekly), Glamour and Allure.� Ads will run 1 month prior to the promotion and run through the month of the promotion.

� We will also advertise it in the participating Starbucks store windows, in the drive-thru and at the register.� Signs will also be placed at the point of purchase in Macy¶s stores to encourage people to go to Starbucks

specifically for the Macy¶s discount.Print Ad Placement Details

� People� Circulation: 3,553,420� 71.5% Female (More likely to also reach males)� 37.34% Aged 18-34� Circulated Weekly

� Glamour � Circulation: 2,320,325� 93% Female� 50% Aged 18-34�

CirculatedM

onthly� Allure

� Circulation: 1,082,873� 92% Female� 56.8% Aged 18-34� Circulated Monthly

Sources: � People Media Kit: http://www.people.com/people/static/mediakit/main.html� Glamour Media Kit: http:///www.condenastmediakit.com/gla/circulation.cfm� Allure: http://www.condenastmediakit.com/all/circulation.cfm



Promotion Details

� In order to encourage repeat visits to Starbucks from Macy¶s customers, we will be running a 2 month promotionduring the back-to-school season.

� During the promotion, customers who spend $75 or more on Macy¶s merchandise will receive a free refill cupprinted with both the Macy¶s and Starbucks logos on it.

� Each customer is limited to receiving 1 refill cup per visit so people do not split their transactions. i.e. if someonespends $150, they will not receive 2 cups.

� While there is a limit on cups per visit, if the same person were to return 3 weeks later and purchase another $75worth of merchandise, they will receive another cup.

Why ThisWill Benefit Macy¶s � Sustainability and Macy¶s

� Macy¶s is ranked as one of the top 50 ³greenest´ companies in the world.� Within the United States, it holds a place as the 5th most sustainable company.� The company also contributes money annually to the Turn Over a New Leaf Foundation.

� Increased Revenue� If customers are close to the $75 price point, they would be motivated to get more merchandise in order to

receive a refill cup.� Example: If someone¶s purchase comes to a total of $63, once the cashier tells the customer they can get a

refill cup at $75, they will pick out another product to reach $75.Why ThisWill Benefit Starbucks � Logo placed on the cup will keep Starbucks in the forefront of customers¶ minds.� More people will visit the store due to the discounted refill price.

Sources: http://www.macysinc.com/aboutus/sustainability/top100.aspx



Promotion Details

� Bus Tour will be held at Macy¶s stores across the country to promote discovering the face of the³Recharge Your Style´ campaign.

� The first time the winners will be featured is to promote the summer fashion season, and they wilcontinue to be the face of the campaign for the rest of 2012.

� The tour will take place 3 weeks during the month of April, allowing Macy¶s a full month todecide the winner, design the ad and submit to the magazines before the summer fashion season.

� Tour will stop in 10 of the 50 most populated cities in the nation.� Competition will be open to anyone ages 16-25, and those under 18 will need a parent /guardian

present to sign a release.� It is assumed that if participants try on an outfit they feel good wearing and like it enough to get

photographed in it, they will have a significant emotional investment and buy at least one piece ofthe ensemble.



Schedule of Travel:

� Thursday: New York City - Park outside of Macy¶s store� Friday: New York City Opening Event� Saturday: Drive to Atlanta (14 hours, 888 miles)� Sunday: Atlanta Event�

Monday: Drive to Dallas (13 hours 15 minutes, 780 miles)� Tuesday: Dallas Event� Wednesday: Drive to Phoenix (17 hours, 1,068 miles)� Thursday: Phoenix Event� Friday: Drive to Los Angeles (6 hours, 372 miles)� Saturday: Los Angeles - Event held Saturday

� (Drive Saturday night 6 hours)� Sunday: San Francisco Event� Monday: Drive to Seattle (13 hours, 808 miles)� Tuesday: Seattle Event� Wednesday : Drive to Denver (21 hours, 1,371 miles)� Thursday: Continue Driving Denver � Friday: Denver Event� Saturday: Drive to Kansas City (9 hours, 600 miles)� Sunday: K ansas City Event� Monday: Drive to Chicago (8 hours, 510 miles)� Tuesday: Chicago Event� Wednesday: Drive to New York City (15 hours, 790 miles)� Thursday: New York City Closing Event� Friday: New York City Closing Event



Contest Logistics

� 3 Main Stations� ³Recharge Your Style Station´ will focus on all of the ³RE-´ branches of the campaign.

� Contestants will cycle through the ³RE-´ departments to put together their ensemble for thephotoshoot.

�

Signs will label each ³RE-´ department so they can easily navigate.� Photography Station

� Bus will transport a professional fashion photographer (preferably one who has shot for a brandcurrently sold at Macy¶s) to each location in order to ensure equal quality of all contestants¶photographs.

� Photographer will take 3 pictures of each contestant.� Contestants may pose as individuals or part of a group.� Contestants are encouraged to be creative with their poses and express their own style.

� Digital Station� Multiple computers will be set up where contestants can review their photographs and choose the

one they would like to submit.� Pictures will be automatically uploaded to the computer stations using Eye-Fi SD cards, which

transmit images over the wifi network .� Contestants will also put their chosen image into a template created for them to use as their

Facebook profile picture.� This will include the ³Recharge Your Style´ and Macy¶s logo, as well as a

photographer¶s copyright signature.� Contestants will then be able to email their Facebook template picture to themselves .

Contest Prizes � 4 Grand Prize Winners

� Photograph that was taken in the Macy¶s stores will become the new print ad for the ³Recharge Your Style´ Campaign for the summer fashion season.

� When promotions begin for the fall and winter seasons, the same winners will be flown out to New York for photoshoots. These photos will be used in print ads promoting the upcoming 2012 seasons.

� Selected winners should be representative of the Milenial population.



� Peer to Peer marketing is the most effective among Milenials, due to their distrust of corporatemarketing.

� 79% of people 25-34 say they like ads that represent their lifestyle.� Thus, in order for the contest to achieve maximum results, the winners should be someone that

accurately reflects their lifestyle.� Facebook Contest

� Smaller prizes will also be distributed through a Facebook competition.� More details can be found on the Facebook portion on Slide 13.



Print AdOverview

� In order to create awareness and hype for the bus tour, we will place print ads in media Millenials will likely seethem.

� Print ad will be on a black page to draw attention.� Main focus of the print ad will guide them to the macys.com /recharge website, where they will see information

about all portions of the campaign, including tour dates and contest guidelines.Print Ad Placement � Seventeen

� Circulation: 8,564,000� 88% Female� 56% Aged 18-34� Circulated Monthly

� Glamour � Circulation: 2,320,325� 93% Female� 50% Aged 18-34� Circulated Monthly

� Self � Circulation: 1,519,016� 93% Female� 41% Aged 18-34� Circulated Monthly

Other Placements � Point of Sale

� Signs will be placed by Macy¶s registers in bus tour cities.� Flyer versions of the print ad will be placed in Macy¶s shopping bags with purchased merchandise so

customers can see it later as well.� Movie Theatres

� Ads similar to the style of the print ad will be displayed in movie theatres in the bus tour cities.� When you purchase space in movie theatres, your ad gets placed online at ticket retailers, on the screen and

in the theatre lobby.



� Females aged 15-24 are more likely than males to pay attention to commercials in movie theatres (PFYoung Adult)

� 53.3% of females notice ads in lobbies and 51.8% are likely to pay attention to commercials during movies(PF Young Adult)

� Ads will preferably be shown in movie theatres located in the same mall as the Macy¶s store the bus tour will visit.

Sources: � Seventeen Media Kit: http://www.seventeenmediakit.com/r5/cob_page.asp?category_code=read� Glamour Media Kit: http://www.condenastmediakit.com/gla/circulation.cfm� Self Media Kit: http://www.condenastmediakit.com/sel/circulation.cfm� Quantcast: www.quantcast.com /self.com� Packaged Facts: ³The US Young Adult Market: How 15-24 Year Old Consumers Are Transforming the

Marketplace´ (Aug 2005)



Facebook Contest Details

� 42% of Facebook users are ages 18-34 (Quantcast),� After contestants email their Facebook formatted picture, they have the option of setting it as their profile picture

and entering to win $50 gift cards.� These gift cards will be given out to 25 winners per week and the contest will run for 4 weeks, totaling 100 gift card

giveaways.� Contest will not begin until May so that every person who participated in visiting the bus tour has equal opportunity

to win.� Prizes will be given out on a week-by-week basis to random Facebook users to post to the Macy¶s wall.� By offering a smaller contest, it will encourage a higher turnout at the bus tour events since there is a higher chance

of winning a prize.� Gift card prizes offer Macy¶s the chance to increase their revenue since consumers will spend 30-40% more than the

gift card value (Profit Point).Entry Qualifications

� In order to participate in the Facebook Contest, participants must: � Put their photo shoot picture as their Facebook profile picture� ³Like´ the Macy¶s Facebook page� Post a message that includes the words ³Recharge Your Style´ on the Macy¶s Facebook wall

�

Entry qualifications will causeM

illenials to engage with theM

acy¶s Facebook page and thus, the brand itself.Sources: � Quantcast: http://www.quantcast.com/facebook.com� Profit Point- http://rewardforloyalty.com/downloads/Final_GWP_White_Paper.pdf



Current Macy¶s iShop App

� It makes macys.com more accessible.� Users can shop for and purchase items.

Millenials and Smartphone Applications � 79% of 18-29 year olds use the apps they have on their phones (PEW).�

The averageM

illenial has 22 applications (PEW).� Millenials represent 44% of all app usage- the most of any generation (PEW).� 18-24 year olds use apps multiple times per day (PEW).

Sources: � Pew Research Center- The Rise of Apps Culture



Step 1

� When the user opens the iShop application, they will see the normal home screen with a special ³Recharge Your Style´ banner across the top

� In order to access the ³Recharge Your Style´ section (shown in Step 2), the user should click the banner to see theRecharge options

Step 2 � Once they have entered ³Recharge Your Style´ section, they will be able to access the merchandise in the different

³RE-´ departments� Even though they are in the ³Recharge Your Style´ section, they can still access other departments.

Step 3 � After the user selects a ³RE-´ department, they can select the piece that they want.� On the merchandise details screen (Shown in Step 3), the user will have the option to select another ³RE-´

department.� The app will then suggest items that would pair well with the chosen merchandise to create an ensemble.

The user can then save their outfit to their macys.com account to access in-store or on macys.com /recharge.



Website

� The macys.com/recharge website will incorporate all of the components of the ³Recharge Your Style´ campaign.� The main purpose of the website before and during the bus tour is to create hype and provide more detail.� By creating a unique url, it will be easy to monitor the success of the print ads and the ³Recharge Your Style´

campaign in general by utilizing website analytics.�

Online buying is more popular with female college students (54%) than with their male counterparts (46%) (PFYouth Market).Features

� Twitter Feed� 46% of Twitter users are Millenials (Quantcast).� It allows visitors to read honest opinions about the brand.� Those who participate in the bus tour competition can share their experience with others by using a hashtag

promoted at the event to categorize their tweets.� The ads for both Starbucks promotions and the dates those promotions will occur will also be featured.� ³Recharge Your Style´ suggestions work the same way as they do in the iShop application, with product

recommendations for selected merchandise.� Dates and cities for the bus tour as well as full guidelines and details of how to participate are strictly offered on the

website alone.� Video blog following the bus tour

� It will be updated to show behind the scenes footage of events.� During photoshoots, there will be a live feed so those not near the bus tour can see the experience and build

hype for upcoming cities.� After the bus tour is over, the winning print ads will replace the cities and tour information with bios on the winners.� The video blog following the bus tour will then turn into a video blog for the winners where they can share their

experiences.Sources:

� Quantcast- http://www.quantcast.com/twitter.com� Packaged Facts: ³The US Young Adult Market: How 15-24 Year Old Consumers Are Transforming the

Marketplace´ (Aug 2005)



Implementation Timeline

� iShop Application and Website will be active throughout the 2012 campaign� February

� Kickoff to the campaign will be announcing the co-brand with Starbucks and the Bus Tour.� Ads for the ³Find the Star´ promotion and bus tour will begin running in specified placements.

�

March� ³Find the Star´ promotion begins in Starbucks stores and lasts the entire month.� Starbucks promotion and bus tour ads continue to run in specified placements.

� April� Bus tour occurs the first 3 weeks of the month.� The last week will be spent compiling all submissions.

� May� Macy¶s executives will judge submissions from the bus tour and choose a winner.� Winning ads will be submitted to magazines in time for July issues (in June).� Facebook gift card contest runs the entire month with 25 weekly winners.

� June� Winning bus tour ads run in selected placements to advertise summer fashion.

� July� Winning bus tour ads continue to run for summer fashion.

� August� Winning bus tour ads continue to run for summer fashion� The second Starbucks promotion begins for back-to-school season. Customers at Macy¶s spend $75 +

receive a free refill cup.� Middle of the month, fly bus tour winners to New York to complete their fall fashion photo shoot in time to

submit to magazines for October issue (in September)� September

� Winning bus tour ads run in selected placements to advertise fall fashion.� The second Starbucks refill cup promotion continues through the month.

� October � Winning bus tour ads continue to run for fall fashion.

� November



� Winning bus tour ads continue to run for fall fashion.� In the middle of the month, Macy¶s flies the bus tour winners to New York to complete their winter

photoshoot in time to submit to magazines for January issue (in December).� December

� Winning bus tour ads run in selected placements to advertise winter fashion.� January

� Winning bus tour ads run in selected placements to advertise winter fashion.� February

� Winning bus tour ads run in selected placements to advertise winter fashion.� Option to repeat campaign for another year



Reposition

� Make Macy¶s marketing efforts more interactive.� ³Recharge Your Style´ message directly correlates with their interests and lifestyle.� The campaign utilizes Millenials¶ acceptance of peer-to-peer marketing to effectively communicate ideas.

Encourages Purchases

� The campaign message will reach Millenials 3-10 times- the optimal number of exposures for memory andawareness purposes.

� It offers customers numerous incentives for purchasing and interacting with the brand.� Discount through Starbucks promotion

� A significant discount is offered to persuade visits to a store from hesitant buyers.� Gift Cards

� The Facebook contest gift card giveaways lead to an increase in revenue.� The Starbucks refill cup promotion persuades people to spend more.

� Buyers near the $75 limit will be persuaded to buy more to surpass $75 and obtain the cup.Emotional Investment

� Trying on and getting photographed in an outfit will create a willingness to buy.� By integrating social networks, Millenials have the chance to interact more with the Macy¶s brand.� Competitions will attract more attention. Winning something of this caliber will help them achieve their success,

which is of significance to Millenials.� Video blogs will allow viewers to ³get to know´ the people involved in the bus tour as well as the winners after they

are announced.

Macy's: Recharge Your Style

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