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MEET TEAM 1

S PA R TA N B R A N D S O L U T I O N S

Executive Summary
Brand History

Tab

Target Market

le

Katie Morrow

Amber Clark

Kera Joseph

James Fite

Of

Campaign Objectives

Co

For You

nte

nts

For Home
For Community
Social Media
Rewards Program

Hailey Paz

Shuwen Li

Emily Kiblawi

Events and Promotions

Packaging & Signage

EXECUTIVE

SUMMARY

Kellies Consignments is a local resale shop that caters to luxurious tastes

and trendy shoppers looking for a great find. Kellies Consignments offers
clothing and home furnishings, as well the service of consigning unwanted
pieces in your home with her Away From Home and Estate Sales. With a
passion for impacting her local community and satisfying customers with an
upscale shopping experience, she would like to expand her network in the
Ingham County community. Meanwhile, she would like to find a way to work
with inclement weather for the 2014-2015 winter, continue to host shopping
and in-store events while expanding her customer base, and continue
building rapport with already existing customers and future new ones.
Our focus for this campaign falls under three main sections: You, The Home
and Our Community. Under these three sections there are seven sub-categories that Kellies Consignments will need to effectively have in place in
order to have a cohesive brand. We will be focusing on branding through
maximization, recognition of change, emotional connection, consistency and
variation, big ideas-small money. Included in this report are the strategies
and tactics provided in order to accomplish these changes. The entire vision
is held together with the slogan, Kellies Consignments a Sparkle for You,
The Home and Our Community.
This campaign highlights easy and creative ways to enter into a new market,
venturing into local store partnerships, and expanding communication
strategies while staying within the budget. This campaign finds ways to make
each part of Kellies Consignments work together and build the brand name
towards the future.

Kellie Green-Johnson is a local native

and the owner of Kellies Consignments
in Okemos. From an x-ray technician in
a mammography lab (she was founding
president of the Michigan Society of
Radiologic Technologists), to a retail
and consignment maven, Kellie is dedicated to empowering women. While
running Kellies Consignments, she
also provides support and mentoring
to clients. Winning the Lansing State
Journals Womens Favorite Store
in 2010, and the Lansing City Pulses
Favorite Consignment Store in 2013
solidifies the love and support from her
community.

STORY

Kellies Consignments is a retail and

consignment store whose vision is to
not only offer a variety of high quality
clothing, furniture and accessories
ranging from vintage to modern and
basic to couture but as well as to
continue to reach out to the community through consignment and charity
awareness.

VISION

BRAND
HISTORY

MISSION
To give our customers
the best clothing, furnishing and accessory
values they can find
while being green
and giving back to the
community.

TARGET MARKET

After conducting observational research and surveys we

concluded that our target market would consist of:

Men and Women

Age 35+

Annual income: $60,000+

Middle-aged, empty nesters or men and women who

are entering the workforce.

Located in the Okemos, Haslett, East Lansing area
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OBJECTIVES

$60,000

CAMPAIGN

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Rebrand Kellies
Consignments image
and brand positioning
Present efficient tactics to
combat inclement weather
Increase new customer
base while maintaining
rapport with the current

NG

A SPARKLE FOR YOU,

AN
DI

THE HOME

& OUR COMMUNITY

ou
Y
r

BR

fo
e
l
rk

RE

pa
S
A The Sparkle for you revolves

around the customer. When a

customer walks into Kellies Consignments we encourage them to
not only shop for themselves but
for others as well. The following
concepts highlight and define all
that Kellies Consignments does for
each individual customer. We want
to offer the customer an exclusive
in store getaway to relax, have fun
and shop.

A Sparkle for our Community

consists of events, partnerships,
sponsorships, up cycling, and
charitable donations that Kellies
Consignments offers. Through
these outreach programs she is
able to give back to community
while still offering shoppers the
You experience.

mu

o
rC

y
t
i
n

OuA Sparkle for the Home is an inte-

grated concept that uses the existing ideas of Kellies Consignments

branching off from home furnishings to coordinating estate sales.
Through these outlets Kellies is
able to offer unique products and
services for your home.

The

m
Ho

MEDIA

SOCIAL
W E B S I T E H O M E PA G E
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KELLIES
REWARDS

REWARDS

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PROGRAM

This rewards program will offer an opportunity for new and

existing customers to start earning points towards different
rewards coupons and specialty rewards that they can use
in-store.

Sign up for rewards program- receive automatic

10% off coupon for signing up.

Birthday reward- special gift or percentage on

birth day

Every $400 spent, customer gets $10 rewards

Perks on special products

Randomization of double points

E- Marketing provided they receive special email

alerts about events, and specials or deals.

-Only coupons that come through your email.

GOLD

PLATINUM

Earn points
for every
qualified
dollar you
spend

1 Point

1 Point

*A-List
status
spend
$1,500

For every
100 points
($100) you
earn:

$10

$20

For every
600 points
($600) you
earn:

Birthday
Reward

Redeem
standard
birthday gift

Redeem for
the A-List
birthday gift

Double
Points days

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Kellies Consignment and

Douglas J Exchange Holiday Contest
Event: Contest that allows two people to

win a full makeover during the Christmas

or New Years holiday. We are hoping
this event will bring new customers into
both Kellies Consignment and Douglas
J Exchange, while at the same time
continuing to build existing client

EV

rapport.

Date: Pick winners

Name
December 30, 2014
Email
Type: Fish bowl contest.
Contact phone
Customers
number

enter by filling out:

EN

TS
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Douglas J Exchange:
Offer of your choosing
Haircut
Blowout
Nails

Eyebrow Wax

Makeup

Kellies Consignment:
Outfit of your choosing

New outfit

Two Winners:
One from Kellies
and one from
Douglas J

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 New Reusable shopping bags: Trendy Reusable

bags offer constant advertising and an option
to give more rewards for consumers which will
be enticing for them to buy.
If you bring in your old bag receive a percentage off.
Our research showed that many of Kellies shoppers
became familiar with the store simply by driving past the
location. In order to generate more in-store traffic and
company awareness, we suggest renovating the storefront
signage. After speaking with a sales rep at Signarama we
feel the best opportunity to do this would be by purchasing two new signs. The first would replace the vinyl banner
currently on the building. It would be illuminated and
encompass the new company logo and slogan. The second
would be a 10ft roadside sign at the edge of Okemos Rd
with unified elements of the first one. This will cause daily
commuters to become familiar with Kellies through mere
exposure, even if they arent interested in shopping.

If you create your own bag then receive a small

gift or percentage off.

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PACKAGING

OUTDOOR SIGNAGE

We
at
S

THANK
n
a
t
r
pa

dS
n
a
r
B

YOU

olutions...
...would like to thank you
for your time, along with
the oportunity to work with
your company. We believe
our campaign will guide you
towards future growth and
success within your company.
We hope that you enjoyed
your time with us as much as
we did with you. From our
team to yours, we wish you
the best with all of your
future endeavors! !

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