Dress For Success Presentation

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MARKETING PLAN December 10, 2010 Charlotte Clothing Sale

description

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

Transcript of Dress For Success Presentation

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

Charlotte Clothing Sale

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Background

SWOT Analysis

Strategy

uestions

Team  II  Monica Burbano

Thomas Denuel

Momar Mbodj

Angela Sheets

A G E N D A

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•  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-­‐profit  en55es,  with  Dress  for  Success  Worldwide  and  its  U.S.  affiliates  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

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•  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  staff  offices.  

•  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

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Strengths •  Obtain  best  pracLces  from  other  affiliates  •  “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

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

S W O T A N A LY S I S

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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

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

S W O T A N A LY S I S

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Awareness and Revenue Deliver  a  clothing  sale  event  to  

•  Benefit  current  and  potenLal  clients  •  Increase  community  awareness  of  Dress  for  Success  

•  Produce  income  for  CharloUe  affiliate  operaLons  •  Excite  buyers  about  a  repeat  opportunity  

G O A L S

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SHORT-­‐TERM  OBJECTIVES  •  Sell  inventory…  in  a  one-­‐Lme  spring  2011  event  to  profit  $7,000  and  influence  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  different  sponsors  to  co-­‐fund  future  branded  events.  

O B J E C T I V E S

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MOMENTUM!    A Women’s Clothing Sale

to Benefit Dress for Success Charlotte

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

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

B R A N D

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•  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

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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

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

– Labor  from  volunteers  – DonaLons  of  transportaLon,  food,  paper  products  

•  Net $7,000 profit – 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

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•  Technology –  Email,  Facebook,  TwiUer  

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

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

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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  emailEmail  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

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C R E AT I V E

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Flyer Customer Flyer Client

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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.

At the Bechtler Museum

420 S Tryon St - Charlotte, NC 28202

At the DfS Boutique

500-A Clanton Road - Charlotte, NC 28217

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.

At the Bechtler Museum

420 S Tryon St - Charlotte, NC 28202

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Ticket Customer

Ticket Client

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•  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  idenLfied  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

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Q U E S T I O N S

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