S h a n n o n O ’ C o n n o r

M i c h a e l W e s t

N e v i l l e W i l e s

M K T 3 1 0

P a r t 1

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Moosejaw is a reseller of well-known outdoor apparel and gear. Their stores are mainly

located in Michigan with 7 locations. In addition to these stores, there are stores also located in:

Boulder, Colorado, Chicago, Illinois, Kansas City, Missouri and Natick, Massachusetts.

Moosejaw was founded in the year of 1992 by two wilderness guides. Moosejaw interests us

because of their unique and innovative ways they implement cross-channel marketing

communication techniques.

Situation Analysis:

Market Environment:

Moosejaw has physical stores, a call center, and a website from which customers can

purchase products. They have a mobile website application and are very involved in their

Facebook and Twitter accounts. They are very interested in keeping up with their touch points to

keep in touch with their customers and to hear feedback and new ideas from them.

Moosejaw Madness is the baseline for the corporate culture and strategy with their

customers. Through Moosejaw Madness the brand can interact with their consumers through

pictures posted and links to the social media. The Madness page also includes a link to the

company blog and entries to free give-a-ways. The most important link on the Madness page is

the tab “About Moosejaw” which gives a very detailed image about what the brand is about and

what they are trying to convey. They like to promote that they do “crazy stuff” with their

customers including giving away free t-shirts from their Twitter account for anyone who follows

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them or if you send them a copy of your receipt they will send you free Chinese food. Both

promotions had a great response. Cross channel trends is very important to the company,

making sure that the consumer can seamlessly go from shopping online to shopping on the phone

or in a store without feeling like it’s a whole different experience.

Moosejaw offers a unique marketing presence including giving out free beer when a new

store opens and also having free game tables like Pool, Foosball, and Ping Pong for customers to

play. Moosejaw also puts coupons in “Easter eggs” and hides them throughout their stores for

customers to find and redeem.

In December 2011 Moosejaw released the X-Ray catalog and app which boosted sales.

The catalog showed models wearing the clothing items that are being sold and with the X-ray

app you could scan the page with your mobile phone or tablet and it would show the models in

their underwear. This catalog and app are still in the Moosejaw arsenal for specific sale

promotions. The online catalog is the same as the paper one but is interactive and every item of

clothing can be clicked on to be sent to a page with more information about the item.

Moosejaw was a keynote speaker at the 2011 Customer Lifecycle Conference and spoke

on “engaging the brand across the customer lifecycle” which they demonstrate through their

Madness promotions mentioned earlier. They work to maintain an effortless transition for their

customers when they go from shopping on the phone to the internet or to the physical store

locations.

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Shipments (Madison Heights location)

SWEATERS, PULLOVERS ETC, KNIT ETC, MANMADE FIBERS

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M/B OVERCOATS CARCOATS & SIMILAR ART MMF, KNIT 5

CONTAINER CARGO 4

SWEATERS, PULLOVERS ETC, KNIT ETC, COTTON 1

W/G BLOUSES AND SHIRTS TEXTILE MATERIAL NESOI,KNIT

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According to the sales trends from Commonwealth Business Media Incorporated,

sweaters, pullovers, and knits, all from manmade fibers (nylon, acrylic, polyester, etc.) are

Moosejaw’s top selling apparel products. Products decline in shipments as shown in chart

above.

Moosejaw mostly resells already established products and brands such as The North

Face, Patagonia, Burton, Roxy, Camelback, Black Diamond, etc. These products are in their

maturity stage. The products are considered in the maturity stage because sales have stabilized.

The main concern when coming out with new products for these companies is how they will

differentiate their products from those of their competitors. Moosejaw also sells their own brand

and these products are generally in their introduction. Moosejaw is a newer line of these

products so they are emerging into the market. Sales are increasing rapidly due to the trusted

brand name and because they are sold side by side with the major product developers.

Competition:

Moosejaw’s major competition is from Dick's Sporting Goods, REI, and The North Face.

The major advantage that these stores have over Moosejaw is size. Dick’s has many locations

nationwide and are very well known to the average consumer. They can, because of their size,

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offer many things that Moosejaw cannot, including variety of products offered such as golf and

weight training equipment, and fire arms. Dick’s also carries a loyalty card which gives

customers rewards as they shop.

The weakness of Dick’s is also their size, their stores feel busy or crowded and there are a

lot of employees that bug you while you’re shopping to ask if you need any help. The store

layout is also seen as a negative thing with display walls in the middle of the store blocking the

view of the back portion of the store. The size issue also allows them to have higher prices than

the smaller retailer stores.

REI has an advantage over Moosejaw because of all their locations. They are located in a

variety of states, mainly in California. REI is Moosejaw’s closest competitor because they sell

nearly the same products. Their target markets are both the athletic, tech savvy, younger crowd.

They have the same price points. Also, when the customer goes into the store, the same feel and

vibe is perceived.

A major strength of REI is when the customer enters the store they actually feel like they

are outside, not just in a retail store. Transforming the customer’s mindset into thinking they are

outside really helps when showing the customer products and helps enhance the shopping

experience.

The rustic feel inside REI is often times a weakness as well, because the customer can get

lost in all the test equipment and forget why they are really in the store. REI stores have very

large layouts which can lead to the loss of relaxed, one-on-one interaction between customer and

employee.

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The North Face store is the name brand store of a major clothing item that Moosejaw

sells and for that it is a competitor. Consumers like to buy products right from the source and

avoid the ‘middle man’ of the retail stores. The brand name of the product being the name of the

store is a positive aspect for The North Face; it adds brand equity and brand loyalty for

customers.

The weakness of having a brand store is only selling the one brand and not having any

variety of other products to offer. The North Face also has limited amount of store locations so it

is harder for customers to find a location.

Neither Dick’s Sporting Goods or The North Face have as large of a social presence as

Moosejaw does. This is a vulnerability to them since it makes them that less connected to their

consumers.

Consumers:

Moosejaw has labeled their target demographic as “a younger, anti-corporate, more

technology-savvy customer”. The target customer is also known to be communicating with their

peers through their mobile phones. The people that shop at Moosejaw are outgoing and

adventurous. They take care of themselves and enjoy partaking in new things. They evaluate

products based on how long they are made to last and how they are made. The consumer also

cares about giving back and appreciate that Moosejaw sells brands like Patagonia who is very

involved in green production and giving back to the community. They buy their products

because of how it can help them in their adventures like a new winter jacket or new hiking shoes.

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Promotion communication objectives:

Target Market:

Moosejaw has a younger target that is also interested in adventure and outdoor activities,

anti-corporate, and very energetic. The target market focuses on sports such as hiking, camping,

climbing, running, yoga, and snow activities. The target market spends more time texting than

face-to-face talking or emailing their peers. They use the products that Moosejaw sells to aid

them in their adventurous lifestyles. This will continue to be the target market for the proposed

promotional strategy.

Target Resellers:

Moosejaw is the reseller in this market. They sell products from many popular

companies including: The North Face, Patagonia, Marmot, and Black Diamond. In addition to

the popular name brands, they also carry their house brand, ‘Moosejaw.’

Promotion Goals:

Current Moosejaw Promotions:

The main promotional goal for Moosejaw is to continue their current image. The image

of outdoor adventure is the main contributor to the success of the business. The target market is

very well defined and good values are shown through the current promotion, such as giving back

to the community. The interactive markets, social media, and Moosejaw Madness helps connect

the company to their customers who are huge into word of mouth and communicate mostly

through their mobile phones.

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On the Moosejaw social media, especially on their Facebook account, the brand has

started “The Moosejaw Love Connection” which tells the stories of couples that either develop

or maintain relationships with the help of Moosejaw. This new promotional trend is a nice way

for the brand to show that they are connected to their consumers and spreads a good feeling

through the Moosejaw community.

Our Promotional Ideas:

The future of the company’s promotional goals should take the “Moosejaw Love

Connection” idea and add onto it, this could include such things as “stories from the trail” or

“everyday adventures” where customers can post a story about a day hiking or skiing that they

had while using products they purchased from Moosejaw. This could increase brand loyalty and

a sense of connectedness

To get more customers into the store the company could use their social media pages,

mostly Facebook. There could be QR Codes in the physical stores, and when a customer scans a

QR code it would then transport the customer to the Facebook page. If the

customer “likes” the Facebook page they would get a discount. Moosejaw could

track how many people were drawn in by this promotion by how many likes they

receive through the QR code. After the customer likes the Facebook page,

Moosejaw can then send them the latest promotions through a post on the company page or

through a message. This strategy will create awareness seeing how the target market is tech-

savvy and very involved in texting their peers. The consumer could spread the word of the

promotion to their friends on social media and thus increase the number of people that would see

it.

(QR Code)

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We suggest that Moosejaw creates a tracking system, named ‘MooseTracks’. For

example, Moosejaw would send out direct mail promotional postcards. The postcard would not

only act as a coupon, but also contain a specialized barcode that has the personal information of

the receiver, such as their address. Moosejaw can use this information to locate their heavy

traffic flows of customers, their busy seasons, and popularity of store locations. The tracking

system can monitor the address of the consumer, to see the convenience of the store locations.

This will help in expansion of new stores.

Our final idea would be strictly involving the app on a smartphone. Instead of having to

go into the store to scan the code, Moosejaw would have the QR code displayed on a print ad.

The customer would see the QR code and they would be able to scan the code right at their own

convenience. Once the code is scanned, the customer will be taken to a page that prompts them

to enter their email address to receive the latest promotions. This idea is more accessible to

consumers and draws them into the store with their new promotion. When a consumer prints off

a coupon and brings it into the store, it is then scanned and entered internally to MooseTracks.

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Love The Madness

Shannon O’Connor

Michael West

Neville Wiles

MKT 310

Part 2

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Table of Contents

Overview…………………………………………………………………………………………………...3

Promotional Goal…………………………………………..……………………………………………...3

Promotional Mix

Print Advertising………..……………………………………...………………………………......4

Billboards…………………………………………………………………………………………..5

E-Blasts…………………………………………………………………………………………….7

Direct Mail……………………………………………………........................................................8

Publicity….……………………………………………………………...........................................9

Implementation of the Strategy

Promotion Budget………………………………………………………………...........................12

Timing and Scheduling………………………………………………………………...................13

Appendix

Promotional Budget……………………………………………………………………………...A1

Gantt Chart………………………………………………………………………………………A2

Print Advertisement……………………………………………………………………………...A3

Billboard Advertisement……….………………………………………………………………...A4

E-Blast Advertisement…………………………………………………………………………...A5

Direct Mail QR Code Postcard Advertisement………………………………………………….A6

Publicity………………………………………………………………………………………….A7

References………………………………………………………………………………………..A8

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Overview

Moosejaw is a reseller of well-known outdoor apparel and gear. Their stores are mainly

located in Michigan with 7 locations. In addition to these stores, there are stores also located in:

Boulder, Colorado, Chicago, Illinois, Kansas City, Missouri, and Natick, Massachusetts.

Moosejaw was founded in the year of 1992 by two wilderness guides. In all facets of their

website and marketing strategy displays a relaxed, silly, and humorous tone. Moosejaw interests

us because of their unique and innovative way they implement cross-channel marketing

communication techniques.

Promotional Goal

The promotional goal is to raise awareness of Moosejaw Madness, what is included in

Moosejaw Madness, and building the Moosejaw brand at the same time. Madness is a portal of

the Moosejaw website that creates a fun environment while shopping with Moosejaw.

“At Moosejaw we want to make shopping as much fun as backpacking the Chilkoot trail,

climbing in Yosemite, mountaineering in the Himalayas or playing red rover with the neighbors

who you don’t like that much but they’re always ready to play any game in the cul-de-sac so you

make do. If you’re offended by ridiculous commentary don’t click on any of the Moosejaw

Madness sections “ - moosejaw.com/madness

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Promotional Mix

Print Advertising

Objectives: The print ad will act as a way to spread the Moosejaw and Moosejaw Madness

brand. It will be a reminder ad to those consumers who already know about Moosejaw while

also getting the attention of possible new customers as well. It will tell the reader some details as

to what is found on the webpage and direct them to the page and to the Moosejaw social media

pages.

Message strategy: On the print ad will be a description of what is to be found on the Moosejaw

Madness page giving details on certain things like the "Custy Pics" page where people can

submit photos of themselves on an adventure and few pictures posted by others. The print ad

will also inform the reader that the site gives out free gear to people who visit the site. The ad

will also have any promotions on it and the newest items that are in for the season.

Media strategy: These print ads will be in appropriate magazines to the nature of the store.

Such magazines could include those in the outdoor sport or hiking variety (Outside, Backpacker,

Field & Stream, Outdoor Life). Since Moosejaw is also an online retailer, these print ads could

appear in any regional printing of the magazine to test market interest and see if building a new

physical branch would be worthwhile.

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Measures of effectiveness: One way to measure if the print ad had any effect on the

promotional goal is to see if the Madness page hits-per-day has increased after the date the ad

appeared in the magazines. There could be a promotion which prompts the customer to enter a

code at check out, this will give them a small discount, but the offer code will be specific to that

print ad. This would be an easy way to see how many people the ad reached assuming everyone

remembers to enter the check out code.

Importance of various tools: The print ads will have a large importance on the overall

promotional goal. The magazines that the ad will appear in are very specific to the life style

Moosejaw is associated with and should reach a large audience with minimal wasted coverage.

Billboards

Objectives: The use of billboards will help get the Moosejaw name and Moosejaw Madness out

there to those who may not normally be exposed to it who are interested in Moosejaw related

products. The billboard will get fans, new customers, and current customers to visit and interact

with the website and especially the Madness portal.

Message strategy: The billboard will display a facet of Moosejaw Madness, for example,

Moosejaw flags. Moosejaw flags display pictures of fans and customers who sent in their

pictures, who love to travel, explore, and adventure new lands. Here, you can request a

Moosejaw Flag, which displays the Moosejaw name, logo, and slogan. Next, go out on an

adventure and take a picture! Then, submit it into Moosejaw.

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Half of the billboard will display an example of a Moosejaw Flag picture. The rest will

display the Moosejaw name/logo, this includes the website, and the Moosejaw slogan. It will

gain attention and draw in attraction by connecting to people who love an adventure and love to

explore.

Media strategy: The billboards that will be targeted will primarily be on the highways

surrounding the locations of the majority of our stores in Michigan, in Colorado, and

Massachusetts, as well as in new markets we have yet to penetrate. Some of these areas include

(Arizona, Minnesota, the Dakotas, Montana) Advertising in these new areas will help to see if

these markets are financially strong enough and beneficial for Moosejaw to locate a store there.

Measures of effectiveness: Measuring the effectiveness of billboards is one of the negatives of

using this tool. It is extremely difficult to measure the effectiveness of billboards. One way that

may help in this regard is to survey the customer as a part of the check-out system online.

Moosejaw follows a very unorthodox way of advertising and interacting with its customers, and

we believe it would be appropriate to not conduct surveys in person, in their stores.

Another creative and effective way to measure the use of billboards is to promote a sales

code on specific billboards that customers can redeem later when purchasing a product from

Moosejaw. This could potentially be a great way to receive statistics on the effectiveness of

billboards. It could indicate which billboard the customer seen and how effective it was for each

separate location. The hardship with this strategy is to design an effective billboard where

people who pass by can retain the sales code.

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Importance of various tools: Using billboards has the advantages of “high frequency of

exposure to regular commuters, high reach, 24-hour presence, low production costs and low cost

per thousand exposures, visual impact from advertisement size and message creativity, and brand

awareness”(USE and Effectiveness of Billboards). A recent study of billboard users found that

compared with other media, billboards were rated higher in terms of ability to communicate

information affordably, attract new customers, and increase sales (USE and Effectiveness of

Billboards) Billboards are very important, and allows us the benefit of not having to spend much

of the promotion budget for a good number of billboards spots.

E-Blasts

Objectives: By using E-Blasts, we plan to further capture the Moosejaw customer’s attention by

promoting special offers, including price offs, as well as increase the awareness of Madness.

This in turn will result as increased sales.

Message strategy: Registered Moosejaw customers who opt in to receive the E-Blast via

e-mail will be sent the promotions. Here, there will be promotions, such as price offs like 20

percent off one item and have special shopping times. These E-Blasts will also include links to

sections of the Madness website, for example, Office Dog or Moosejaw Flags.

Media strategy: Registered Moosejaw customers will be sent an e-blast promotion through e-

mail. When the customer makes a purchase or just decides to register, they will have the option

to receive these e-blast promotions by checking the proper decision box.

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Measures of effectiveness: E-blasts are extremely easy to track online. This includes

demographics and how effective each promotion of price offs were. When the customer signs up

for e-mails, they will be asked how they heard about Moosejaw. This will help us see which

promotional tools are the most effective.

Importance of various tools: E-blasts will help display the Madness portal of the website while

also offering incentives to purchase with price offs. This will be an effective way to increase

sales and to increase awareness of the Madness portal to our existing customers. Although E-

Blasts will be present, they will not be a main focus of the promotion mix.

Direct Mail

Objectives: The use of this tool will give incentive to existing customers to visit the website and

redeem the sales code via the QR code that will be on the postcard. Once word gets out, new

customers may want to sign up to receive the deals and benefits that are provided for registered

Moosejaw fans and customers. This is an effort to increase sales.

Message strategy: A QR code postcard will be sent out via mail to present customers of

Moosejaw. The QR code will easily be scanned for those who have the QR code phone

application that is free to download. After scanning the QR code, the customer will be directed

to the Moosejaw website with a redemption code and other deals they can take advantage of, a

thanks from Moosejaw for being a loyal customer.

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Media strategy: These postcards will be sent directly to customers via The United States Postal

Service. The customers will receive these postcards directly with their normal mail as long as

they do not opt out of it.

Measures of effectiveness: Measuring the effectiveness of these QR code postcards will be

relatively easy. We will be able to see how many customers scanned the QR code, and how

many actually took advantage of it by making a purchase. This loyalty program easily shows us

a demographic picture of our current customers and will benefit us when advertising and

producing products because we will have a better understanding of who to target.

Importance of various tools: This tool is very important because it is a loyalty program for our

current customers, it is very easy to measure its effectiveness, and can be geared for better

success once results come in. It is our secondary focus for the promotion mix.

Publicity

Objectives: The objectives for this tool will include connecting with the community, give back

to charities and causes, increase awareness of certain charities and causes, and to increase

awareness of the Moosejaw brand, its products, and of course Madness.

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Message strategy: To accomplish these objectives, events of different kinds will be held, as

well as introductions to new products, and these will be advertised through social media, and

other current advertising mediums that we use. Also, the events are very likely to attract

potential news stories in newspapers and local television stations that would be free to us.

Media strategy: Moosejaw’s social media mediums and the website, including the Madness

portal, local print advertising, and e-blasts will be used to advertise new releases of products and

special events. When special events will be held, there is a good possibility that a local news

station and/or newspaper will pick it up and advertise it for free as a story.

Sponsoring events will be a great way to increase the Moosejaw brand, the Madness

portal, and connecting and giving back to the local community. Such an event may be a ski-

charity event. Moosejaw would pair with a charity and a local ski resort and host an event to

raise money for the specific charity. Tickets must be purchased to participate in the event as well

as the reception that follows. With each ticket purchased, all participants would receive a

Moosejaw Madness t-shirt with the charity name. All of the ticket proceeds would go toward the

charity.

At the charity event Moosejaw Madness would be displayed everywhere along with the

charity name. The name would be listed on things such as the racers’ bibs, the flags, and the

finish line. In addition, products that can be found at Moosejaw stores and the Moosejaw

website would be displayed for participants to “check out”.

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After the event, Moosejaw would hold a reception. Moosejaw Madness along with the

charity name would be displayed here as well. An auction would be held featuring donated

items from the local community, along with donated Moosejaw products. All money raised

would go toward the charity. Also, the Moosejaw Madness charity t-shirts would be on sale for

those participants who want extra, as well as for people who did not participate in the event

itself.

Measures of effectiveness: Measuring effectiveness of events could include the attendance of

the events, merchandise purchased at the events, increased traffic through the Madness portal,

and buzz through social media. Awareness of new product releases could be measured by the

number of “likes” on Facebook, or “retweets” on Twitter, visits to the product page of the

Moosejaw website, as well as actual purchases being made online and physical stores.

Importance of various tools: Publicity is the main focus for our promotion mix. Our

competitors do use publicity, but it is not their main way of conveying their messages. This is

what will set Moosejaw apart and truly define what Moosejaw and the Madness is all about.

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Implementation of the Strategy

Promotion Budget: We decided our promotional budget by using the percentage-of-sales

method. This method determines the advertising and promotions budget based on sales of the

product. We decided to implement a promotional budget that will be 1% of our sales.

We based our sales off of our competitor REI since finances are not available for

Moosejaw because they are a private company. REI sales were $1,930,635,000. REI has 134

stores. Moosejaw has 11 stores. To estimate an accurate sales figure, we averaged the REI sales

with the number of stores they have. The average REI store sales, including online sales, equals

$14,407,723. With this sales per store figure, we can estimate Moosejaw’s total sales to be

around $158,485,000. Now that we estimated total sales for Moosejaw, we can determine the

promotional budget. 1% of $158,485,000 would set our promotional budget to approximately

$1,585,000.

At Moosejaw, we believe it is important to interact and be a part of the community. With

that being said, 50% of our promotion budget will go towards publicity. This is a much stronger

approach than our competitors who primarliy focus on advertising, such as print ads, billboards,

and television advertisements. 20% of the promotional budget will go towards Direct Mail,

where our QR postcards are very unique and different from our competitors. Print advertising

will use 15% of the budget, billboards 13%, and e-blasts 2%

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Timing and Scheduling: The print ads will be created in January, May, and September so they

are ready for the spring, summer, and fall seasons. The ad spots will be purchased during the

same time period they are being created. The print ads themselves will appear in February, June,

and October.

Development of the billboard ads will take place in March, June, August, and October.

The purchasing of billboards will happen in parallel to the creation of the ads. They will be

displayed in April, July, September, and November so they can be constantly updated with new

customer submitted photographs.

The E-blast will be e-mailed to the Moosejaw customers in the months of March, August

and December. The E-blasts will be made in the months before they are sent out, it will be

important to do these ads right before they are sent out to insure they have the most current

information on them.

The direct mail post card will be developed in the months of January, February, march

July, and November. The post card information tracking system will take some time to get up

and running and that calls for the three month creation period at the beginning of the year. The

July and November ones will just be a design layout change and would not take as much time to

create. These postcards would be mailed out to customers in the months of May, August, and

December for the summer season, fall season, and holiday season.

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Moosejaw could sponsor events or give to an organization for publicity. These events

could include setting up a rock wall and giving out a free water bottle to anyone who reaches the

top or giving jackets to The Boy Scouts of America for them to take on their hiking trips. We

have one of these events being planned during the months of March and April and it taking place

in May. The other event would be scheduled during July and August and would take place in

September.

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Appendix

Promotional Budget

24

Gantt Chart

Jan. Feb. March April May June July Aug. Sep. Oct. Nov. Dec.

Dev. print ad

buy print ad spots

run print ad

Dev. Billboard

buy billboard spots

run billboard

Dev. E-blast

run E-blast

Dev. Postcard

Timing and Scheduling

of Postcard

run Postcard

planning of events

Scheduling of events

Event

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References

Billboard Advertising Quick Rates. Retrieved April 17, 2013, from

http://www.lamaroutdoor.com/StateRates.aspx?State=MI

How Much Does it Cost to Advertise on Facebook? (January 19, 2012). Retrieved April 18,

2013, from http://www.fbadslab.com/facebook-adverts/how-much-does-it-cost-to-

advertise-on-facebook/

Outdoor Magazine Subscriptions. Retrieved April 19, 2013, from

http://www.magazines.com/magazines/outdoor-magazines,default,sc.html

REI (n.d.). In REI.com. Retrieved April 17, 2013, from http://www.rei.com/stores/storeloc.html

USE And Effectiveness of Billboards (Winter 2006). Retrieved April 16th

, 2013, from

https://umdrive.memphis.edu/cbrown14/public/Mass%20Comm%20Theory/Week%2011

%20Decoding%20the%20Message/bilboards.pdf

US E-Commerce Sales as Percent of Retail Sales. Retrieved April 17, 2013 from

http://ycharts.com/indicators/ecommerce_sales_as_percent_retail_sales

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cultivates-its-community/

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http://www.dickssportinggoods.com/home/index.jsp

Moosejaw (n.d.). In Moosejaw.com. Retrieved February 20, 2013, from

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Moosejaw Mountaineering reaches new heights of customer engagement through social commerce (2008,

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01.ibm.com/software/success/cssdb.nsf/CS/LMCM-7EEUDA

PIERS Trade Profiles (2013, February 20). In lexisnexis. Retrieved February 24, 2013, from http://0-

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