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-‐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
• 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
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
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
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-‐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
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
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
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
• 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 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
• 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
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
C R E AT I V E
Flyer Customer Flyer Client
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
Ticket Customer
Ticket Client
• 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
Q U E S T I O N S
Thank you for your time and support of Winthrop MBA students!