Powell Kids Marketing Plan2 4

2009/2010 MARKET ING P LAN

HEY, YOUTH DEALERSBE THE BUZZ

DRivE TRAffic & SALES wiTH in-STORE EvEnTS & LOcAL PR

grab attention draw crowds

have fun build loyalty


YOUR STORE iS OPEn fOR

fUn.


ways for PowellKiDS™ Youth Dealers to Have

a GOOD Year3

Let customers who join the I MY ROOM Club throw birthday parties and host their own fundraisers in your store anytime throughout the year (scheduled

by appointment)

1

MAR ’09 . . . Join the club PowellKIDS™ Club Kick-offAPRiL . . . . . . Eggs for Earth (Day) MAY. . . . . . . Mom’s Day OffJUnE . . . . . . Dad’s Day OffJULY. . . . . . . All-American Day OutAUG. . . . . . . Beyond Back to SchoolSEPT. . . . . . . A’s and Bee’sOcT . . . . . . . Tricks and TreatsnOv . . . . . . Terrible TalesDEc . . . . . . . Shop and Drop-offJAn ’10 . . . . Team TimefEB ’10 . . . . “I MY ROOM ” YouTube Contest

Start a “Big Girl/Big Boy Bed” program to reward the graduation from crib to PowellKIDS™ twin or bunk beds whenever kids and parents are ready2

Make a plan - Work the plan: Execute these KID-TESTED monthly events and promotions designed

by PowellKIDS™ to encourage customer loyalty and drive sales

3

IS AN ONGOING EVENT THROUGH

OUT THE YEAR

Join the club


Events by MonthPowellKIDS Summary of Events by Month

Download this spreadsheet from Powell's Dealer Site

PowellKIDS Events Summary by Month Mar-09 Apr-09 May-09 Jun-09

Event "Join the Club" "Eggs for Earth (day)" "Mom's Day Off" "Dad's Day Off"

Theme Everyone Wins Hide and Seek Deals Dads and Kids Give Back Moms and Kids Give Back

DO-GOOD initiative Make-A-Wish tie-inFurniture recycling (donate to shelters) Women's Shelter Homeless Shelter

BE-GOOD initiative "Be good to You" "Be good to Earth" "Be good to Mom" "Be good to Dad"

GET-GOOD initiative specials, prizes percent-off coupons make a gift for mom/ make a gift for dad/

$X to MAW per sign-up

with egg hunt and furniture donations enter her in drawing enter him in drawing

Target Ages All All All All

Goals Kick off program Community service Community service Community service

Build database PR PR PR

Create awareness Drive traffic Drive traffic Drive traffic

Drive traffic/loyalty Drive Sales Build loyalty Build loyalty

PowellKIDS Events Summary by Month Jul-09 Aug-09 Sep-09 Oct-09

Event "It's Your Fundraiser" "Beyond Back to School" "Bees for B's - or Better" "Tricks and Treats"

Theme Parking Lot Fundraisers Official location for…Spelling Bee/"Good Grades" kick-off Magic show

DO-GOOD initiative Pick your Charity/Cause Kids I.D.s/finger printing At-risk Classrooms Nursing Home

BE-GOOD initiative "Be good to…" "Be good and safe" "Be good to Teachers" "Be good to Elders"

GET-GOOD initiative matching funds percent-off coupons specials, prizes percent-off coupons

with participation donations for teacher "road show volunteers"

Target Ages 'Tweens/Teens All except pre-K School age All

Goals Community service Community service School outreach Community service

PR PR Build database PR

Drive awareness/traffic Drive traffic/sales Create awareness Drive traffic

Build loyalty Build loyalty Drive traffic/loyalty Drive Sales

continued on next page

PowellKIDS Events

Summary by Month Nov-09 Dec-09 Jan-10 Feb-10

Event "Terrible Tales" "Shop and Drop (off)" "Team Time" I ♥ MY ROOM

Theme storytelling/book drive Good grades rewards Pep rally/fundraiser You Tube/Contest

DO-GOOD initiative Public Library Underprivileged Kids School Teams Parents

BE-GOOD initiative "Be good to your library" "Be a good boy/girl" "Be a good teammate" "Be a good cleaner upper"

GET-GOOD initiative percent-off coupons percent-off coupons matching funds furnished room prize

with library donation with A's/B's report card (1) grand prize/other

Target Ages Pre-K, School age All except Pre-K 'Tweens/Teens All

Goals Community service Drop-off presents location Community service PR/Good will

PR Moms shop/kids wrap PR Drive awareness

Drive traffic/sales Drive traffic/sales Drive awareness/traffic Drive traffic

Build loyalty Community service Build loyalty Reward loyalty

ONGOING PowellKIDS

Events Scheduled by appt. Scheduled by appt. Scheduled by appt.

Event "Big Girl/Big Boy Bed" Birthday parties Host fundraisers

percent-off coupons free space, balloons free space

Target Ages Pre-K Pre-K, Early elementary Middle, High School

Goals Community service

PR

Drive traffic/sales Drive awareness/traffic

Build loyalty Build loyalty Build loyalty

Download this document from Powell’s dealer site at: http:// www.powellpro.net/ads.aspx

ONGOING EVENT


Marketing At-A-Glance calendar

apr

aug sep

nov

EVENTS by MONTH

ONGOING powellKIDS events

‘09

scheduled by appt. scheduled by appt. scheduled by appt.

jointheclub

everyone wins

eggs for

earthday

hide & seek deals

mom’sdayoff

dads & kids give back

dad’sdayoff

moms & kids give back

it’syourfundraiser

parking lot fundraisers

beyondback

toschoolofficial location for...

bees for

b’sor

betterspelling bee/good grades kick-off

tricks&treatsmagic show

terribletales

storytelling/book drive

shop&drop(off)

good grades rewards

teamtime

pep rally/fundraiser

you tube contest

biggirl/boybed

big

birthdayparties

hostfundraisers

i my room


Each PowellKiDS™ Event is Designed to feature Three GOOD components

Something for the community or related to helping others

DO GOOD iniTiATivE

Something which exposes kids to good citizenship

BE GOOD iniTiATivE

Something which directly benefits customers and encourages sales

GET GOOD iniTiATivE

Let’s Do This Thing: 7 Steps and iT’S ALL GOODUsing the enclosed spreadsheet as a guide, establish the actual date or dates for each event. Most activities require at least 6 to 8 weeks advance planning, if not longer*. The more preparation you take care of on the front end, the more successful your event will be. Feel free to customize and tailor the events to suit your style and your customers.

Determine who is responsible for keeping the store calendar and booking appoint-ments for birthday parties and fundraisers as well as who will update the database with new customer and prospect contact information.

Customize your event checklist and timeline using the templates enclosed

Secure agreements with participating organizations or service providers

Input costs and manage your budget using the spreadsheet templates enclosed

Outline parameters for tracking store traffic and sales

Execute, measure and report ROI

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2

6543

7* Expect to initiate dialog several months ahead when coordinating with schools, libraries and other community organizations. Read through the details for each event, set dates and make calls early.

Turn the page for execution details for specific events.


How-To: Details for Specific Promotions & Events

ADvERTiSinG: (customizable ad templates provided by PowellKIDS™)

“PR”: To receive “free” listings and possible editorial coverage (articles or stories) in the publications your customers are reading, notify local news outlets and other publications by telephone once your date and event details are set. First make of list of the publications you’d like to be featured in. Don’t forget Online media! Then follow-up by customizing and sending (usu-ally via email) the event-specific press release supplied by Powell. Newspa-pers should receive releases one to two weeks prior to the event, followed by phone calls to reporters or editors. Check with monthly publications – many have community calendars – to find out their deadlines and submit your event information accordingly. Charitable giving and community service are the biggest local news “hooks,” so always include this type of tie-in with your events and promotions.

PLEASE READ THE ENCLOSED DOCUMENT “What is PR?”

fOR EAcH EvEnT

Let’s Do This Thing: 7 Steps and iT’S ALL GOOD

1 Printed direct mail/point-of-purchase piece to launch program

2 Customizable ad slicks

3 Customizable press release

4 Customizable budget spreadsheet

5 Reference contact information

ADDiTiOnAL EncLOSED DOcUMEnTS fOR REviEw



GET STARTED

Start here to create a means for building your customer database and also to create opportunities for year-round communication. Anyone can join anytime, so think of this as an ongoing promotion with a kick-off event.

NOTE: Print and/or email campaign should reach target customers 4 weeks prior to kick-off weekend, with subsequent reminders, so plan ahead with printing lead-times in mind.

DECIDE: For the kick-off event, what type of activities and prizes would your customers find most compel-ling? Consider pony rides, small festival activities, face paintings, free hot dogs, etc. Can your local fire department park fire trucks in your parking lot for “tours?” Also plan to host a “faux” birthday party with cake, hats and trinket gifts in the PowellKIDS™ gallery to let everyone know they can book their next birthday party there (Post information to let them know how to sign up). Takeaways could include balloons with your store + PowellKIDS™ logos. Do customers who sign up for the club earn “points” each time they attend an event throughout the year?

COMMUNITY CONNECTION: Contact your local Make-A-Wish chapter to coordinate how they can be-come the beneficiary of the event, with cash donations from the crowd and matching funds from the store. Invite MAW children candidates to attend as well as local dignitaries, if they are available.

MARcH: “Join the club”

NOTE: With both the Easter holiday and Earth Day in April, this promotion offers both an Easter-egg style hunt for kids and kicks off a furniture recycling program for parents. Give a % off new furniture purchase with the donation of used items.

DECIDE: What are the logistics to receive/deliver used items in a furniture recycling program?

COMMUNITY CONNECTION: Consider women’s shelters for furniture donations (as they transition from shelters to independent living, single women with children often can’t afford furnishings).

APRiL: “Earth Eggs”

YOUR EvEnT DATES AnD nOTES


ONGOING EVENT


MOnTHLY PROMOTiOnS

NOTE: Select one or two Saturdays before Mother’s Day where kids can come in (with dad or another adult) to make a mother’s day gift while she takes some “time off.” While in the store, the child can enter her into a store drawing.

DECIDE: What type of gift making can your store accommodate? Are there different activities for different age groups? Consider any number of craft projects, scrap booking, picture frame decorating, etc. How will the dads participate with the child? Can you charge for shooting basketball hoops and match and donate the proceeds?

COMMUNITY CONNECTION: Extend your giving to the women’s shelter with a cash donation to be pre-sented along with the furniture collected in the previous month’s promotion.

MAY: “Mom’s Day Off”

NOTE: Select one or two Saturdays before Father’s Day where kids can come in (with mom or another adult) to make a father’s day gift while he takes some “time off.” While in the store, the child can enter him into a store drawing.

DECIDE: What type of gift making can your store accommodate? Are there different activities for different age groups? Consider any number of craft projects, scrap booking, picture frame decorating, etc. How will the moms participate with the child? Can you raffle off a furniture item and then match and donate the proceeds to charity?

COMMUNITY CONNECTION: Is there a specific support group for out of work dads in your area? A homeless shelter or church supported food bank could be named as beneficiary.

JUnE “Dad’s Day Off”





MOnTHLY PROMOTiOnS

NOTE: Select a day (and alternate rain date) to create a parking lot event. In advance, you’ll want to track down local veterans who have recently returned from their posts in Iraq or Afghanistan. This event, tied-into the July 4th holiday, can serve as kick-off to Back-to-school shopping promotions through August.

DECIDE: Can you set up a batting cage or tie-in with Little League to create an All-American baseball, hot dogs and apple pie-themed event outside? Can your store provide furnishings for a returning veteran or do you want to create a cash fundraiser for them? Can you match funds? Are there relevant activities for different age groups, like creating a huge paper or cloth banner for event participants to sign (and send off to active troops)? Perhaps you can host a cookie or care-package drive – participants receive coupons to shop for furniture.

COMMUNITY CONNECTION: Is there a specific veterans’ organization or support group that you can coordinate with, especially to help secure the media interest?

JULY “All-American Day”

NOTE: Select a Saturday to have the store host free I.D. making and fingerprinting for kids. DECIDE: Which company to contract with for the service and negotiate the price based upon an estimated number of participants. Also, can local law enforcement officers be on hand to give safety demonstrations?

COMMUNITY CONNECTION: This is a community service event focusing on child safety.

AUG “Beyond Back




MOnTHLY PROMOTiOnS


NOTE: Work with local elementary school(s) to reward children who perform well in school. Sponsor the school spelling bee or invite a teacher to host one in your store.

DECIDE: Is there an at-risk school in your trading area that would benefit from a cash donation? Or, if you are upgrading your computer equipment, make plans to donate the used hardware to the school. Also, can you set up a promotion with coupons for kids/parents who bring in all A/B’s report cards in the month of December? If so, use the spelling bee event to get the message out.

COMMUNITY CONNECTION: All teachers eligible to receive a percentage-off or cash coupon forthe month.

SEPT “A’s and Bee’s

NOTE: Book a magician (for “tricks”) well in advance for multiple dates, if needed (one in-store date and possibly one off-site date). Coordinate with local nursing homes/adult enrichment centers to take the show to them, if the home lacks transportation for elders. Ask parents to sign up their children as volunteers to help take the show “on the road.”

DECIDE: Can you host a trick-and-treat Halloween in your store with plenty of “ghouls” to pass out the treats? COMMUNITY CONNECTION: Make someone’s day when you allow young people to mix with elders.

OcT “Tricks and Treats”




MOnTHLY PROMOTiOnS


NOTE: Book a professional storyteller well in advance for your selected event date. Call your town library for a list of recommendations and contact information. Pre-K kids and younger elementary school children are your target audience for this event.

DECIDE: Can you effectively coordinate a new and/or used book drive with the library or local child literacy groups? Customers who donate books might receive a percent-off next purchase coupon.

COMMUNITY CONNECTION: Support child literacy with a donation of cash and/or books

nOv “Terrible Tales”

NOTE: Be a drop-off point for donations of gifts for underprivileged kids. Have kids in the store wrap these gifts while their parents shop for furniture using a percent-off coupon with gift donation.

DECIDE: Which local organization will be the beneficiary of this event and what are the logistics for deliver-ing gifts. Is there an additional PR opportunity for your store if a truck with your logo is parked at the deliv-ery site? Maybe one of your executive or management staff can dress up as Santa or Mrs. Claus?

COMMUNITY CONNECTION: Give needy kids a reason to smile during the holiday season.

DEc “Shop and Drop Off



MOnTHLY PROMOTiOnS


NOTE: Book a professional storyteller well in advance for your selected event date. Call your town library for a list of recommendations and contact information. Pre-K kids and younger elementary school children are your target audience for this event.

DECIDE: Can you effectively coordinate a new and/or used book drive with the library or local child literacy groups? Customers who donate books might receive a percent-off next purchase coupon.

COMMUNITY CONNECTION: Support child literacy with a donation of cash and/or books.

JAn “Team Time”

NOTE: Begin promoting this event as soon as possible and consistently throughout the year. The idea is to reward kids who love their room enough to KEEP IT CLEAN! The challenge is for kids to create a YOU TUBE video to demonstrate why they love their room, what they want their room to look like and why they deserve to win the grand prize of all new PowellKIDS™ bedroom furniture.

DECIDE: Determine how entries are judged, perhaps by other kids. Establish contest criteria, including deadline for submissions, and begin promoting the event as soon as possible. More details to follow re: entry video postings on your store Web site. The goal is to create an interactive space for customers (and their kids), while also enhancing search engine optimization (SEO) for your site.

COMMUNITY CONNECTION: Clean rooms make the world a better place.

fEB finALE “i LOvE My Room”




PRESS RELEASE TEMPLATE: inSERT wHO, wHAT, wHERE, wHEn and wHY

Download this document from Powell’s dealer siteat: http://

city, State, Release Date – ABC Charity is set to benefit from XYZ’s latest commu-nity fundraiser, a [event description] to be held on [date] at [location].

Supply more information about the event and why

Insert a quote to support the “why”

Include details like fundraising goals

Add more information about the organization/individuals to benefit

Provide additional information about your company history and/or any context for se-lecting the particular charity

Insert “pointer information.” For example: “The event is open to everyone in the com-munity. Additional information may be found at www.companywebsite.com or by calling company phone number.

ABc cHARiTY TO BEnEfiT fROM STORE EvEnT[Headline should be a summary statement and focus on what is most newsworthy]

XYZ STORE nAME HOSTS cOMMUniTY fUnDRAiSER[The “subhead” is more descriptive]

FOR IMMEDIATE RELEASEMedia Contact: list who will answer media calls

their phone number and email address

FOR IMMEDIATE RELEASE

Powell and PowellKIDS Team with the Make-A-Wish Foundation®Youth Furnishings Leader to Help Raise Funds for Children’s Charity:

High Point Market and National Efforts Planned

Culver City, CA — October 3, 2008 — Leading youth furniture manufacturer Powell Co. is teaming with the Make-A-Wish Foundation, a nonprofit organization whose mission is to grant the wishes of children with life-threatening medical conditions.

Powell has set two goals to accomplish at High Point Market: First, to raise $6,000, the average cost of a wish, from market-goers in order to fulfill the wish of one child from the High Point area; and second, to establish a nationwide charity network among its dealers.

“I can’t begin to say how enthused we are to be involved and to help make a difference in the lives of children,” said Tom Liddell, senior vice president of national sales for Powell. “The Make-A-Wish Foundation is an amazing charity that really has an impact.”

Powell will kick off the charitable giving drive with a birthday-style party in the new PowellKIDS gallery in their showroom, National Furniture Mart, Suite 100, on Sunday, Oct. 19, from 3 to 5 p.m., complete with ice cream from Cold Stone Creamery. Local Make-A-Wish® children and their families will be in attendance, along with various High Point dignitaries. Market-goers are invited to attend.

In addition, a ribbon-cutting ceremony on Monday, Oct. 20 at 10 a.m. will launch the PowellKIDS Youth Gallery introduction as well as the on-the-street fundraising efforts for the Make-A-Wish Foundation.

During the market, Powell will have a Make-A-Wish tree set up in their showroom, bedecked with hanging stars which dealers from across the nation can select from to indicate their commitment to a Make-A-Wish child in their geographic area– to receive furniture-specific wishes as they come up. Powell Co. will share the furniture costs with participating dealers who are tapped to fulfill these local chapter wishes. All dealers who join the efforts will receive recognition by having their names included on a chalkboard list in the youth gallery section of the showroom.

“This will be an incredibly positive experience for the participating dealers, since they will be directly involved with many of the wish kids,” said Don Timmons,

[EXAMPLE OF ACTUAL PRESS RELEASE FOR REFERENCE ONLY]

Continued on Page 2

regional director of the Make-A-Wish Foundation of Central & Western North Carolina. “They will be delivering and in many cases helping set up furniture for children with life-threatening medical conditions whose lives can be enriched by simply having their very own dream bedrooms.”

Mirroring its Candyland showroom theme for the fall market, developed to generate excitement for the new PowellKIDS youth gallery program, the company will also have people in candy costumes, along with a Make-A-Wish representative, on the street in front of their showroom in the National Building each day of the market, beginning October 20th. Contributions will be collected in increments of $1, $5, $10, $20 and $50, and contributors will receive receipts for their tax-deductible donations.

ABOUT POWELL COMPANYFounded in 1968, Powell Company has been a leading importer of design-driven, high-quality furnishings. Powell has long been regarded for its service-oriented culture, broad product offerings, multiple sourcing and delivery options and enjoys a reputation for reliability, integrity and honesty among its customers and peers in the home furnishings industry. Powell was acquired by Sun Capital Partners in 2007.

MEDIA CONTACTTom Liddell, Powell Company, 615-794-1188Leslie Newby, Brand Communications, Inc., 336-207-4623

Powell Co. Make-A-Wish Page 2

[EXAMPLE OF ACTUAL PRESS RELEASE FOR REFERENCE ONLY]


SAMPLE AD

Concept Ad subject to change.



what is PR?PUBLic RELATiOnS AnD MORE

“Public relations helps an organization and its publics adapt mutually to each other.” - Public Relations Society of America

As in any successful relationship, focus on what is mutually beneficial for you and your customers. Successful relationships result in credibility, with is the primary goal of public relations.

MARKETinG cOMMUnicATiOnS You drive your business using the four P’s of Marketing: Product, Price, Place, and Promotion. Marketing communications (Marcom) is the sidecar, and one component in the PR toolkit. Marcom is about getting the right words out to the right people in your advertising, collateral materials, publicity, point-of-sale display, Online social networking, special events and even PR “stunts.” Choose your words wisely.

PUBLiciTY “Free” news, mentions or listings about what you want your customers to know – in the printed and Online publications, TV and radio which they are reading, watching and listening to (targeted media). Find out which media your customers prefer and what kind of content that media typically report on. If there is a good fit (e.g., kids event details to parenting magazine; charitable donation to local newspaper), send your press release to them. Most important, make sure you are doing something that is newsworthy. Would you care if you read about it?

IMPORTANT NOTE Publicity and paid advertising are not the same just as editors and publishers have different jobs. Think: church and state. Editors, reporters, writers, etc. should never be pressured to supply free publicity because your company is advertiser.

MEDiA RELATiOnS Get to know the editors, reporters and writers who report for your targeted media through respectful contact via telephone, email (which is preferred by most), and, when time permits, through handwritten correspondence (ideal for sending thank you notes). Most work under significant deadline pressure, so adjust your expectations for return contact accordingly. Take respon-sibility for following up.

cOMMUniTY RELATiOnS Be real in your organization’s role in the communities your stores serve and you will be rewarded with positive brand awareness and loyalty. Who can use your help now? How can their cause help you market your business?

EMPLOYEE RELATiOnS Don’t forget your best PR assets: the people who work for your com-pany. Make certain they are informed and on board with all planned events and promotions, wheth-er through printed communications, email or regular staff meetings. Also, find out what they know about customer reactions to your marketing efforts – they’re on the front line.

TiPS 1) Keep it simple 2) Know your media and match your pitch to their style and content preferences 3) Have your press release, high-resolution images and other pertinent information ready to send before you make the first call.

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BUDGET PLAnnER

Download this document from Powell’s dealer site at:

http:// www.powellpro.net/ads.aspx


YOUR REfEREncE cOnTAcTS fOR PowellKiDS™ EvEnTS PLAnninG

Make-A-wish foundationFind your local chapter information online at:http://www.wish.org/or call (800) 722-WISH (9474)

Add your own contacts:

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REfEREncE / cOnTAcTS

Powell Kids Marketing Plan2 4

Business

Transcript of Powell Kids Marketing Plan2 4