Today, Tomorrow, and Big Dreams!

Caroline Chalmers!Emma Rieser!

Sabrina Chuang!

CUSTOMER!the PBdorm!

PRE-COLLEGE!hooking the!

student!

SPRING BREAK"AMBASSADOR PROGRAM!

•  Targeting: Students in high school via connections from alumni (aka our PBdorm Ambassadors!)!

•  Idea: Leveraging Ambassador relationships with their high school (clubs, teams, etc.) to help raise awareness of the PBdorm and the brand’s ambassador program to students approaching Freshman year of college!

•  Implementation: During the ambassador’s spring break, participants should visit their high school and talk to about 5 of the connections they have from their high school!

•  Have the ambassador equipped with collateral to hand out (i.e. Catalogs, small giveaway items)!

TODAY!!

“BUILD YOUR BED” MAILER!•  Targeting: Parents and Seniors in High

School after they are accepted to college (before the PBdorm catalog send-out)!

•  Idea: Mailer to homes of students following the college acceptance in order to hook students at an “exciting time” (right after acceptance). Easy 1-2-3 College Guide outlining bed necessities in an attempt to make PBDorm more of “one stop shop” for dorm essentials!

•  Implementation: Prepare easy 1 page, or 3-fold pamphlet to send out approx. mid to late April to those who will receive the dorm catalog!

TOMORROW!!

PRE-COLLEGE PROGRAMS!•  Targeting: Students (preferably in

their Junior Summer) who engage in Pre-College programs!

•  Idea & Implementation: !

•  Make connections with broad Pre-College programs via catalog or pamphlets to make PBdorm more widespread, as well as encourage parents to purchase product for their child’s summer dorm!

•  Initiate a “Rent-a-Bundle” business to roll out to pre-college programs in cities that PBteen has stores!

Dream Big!!

MOVING IN!hooking freshman while!

AMBASSADOR "GENERTED CONTENT!

•  Targeting: Ambassador-generated content for freshmen who are about to move into dorms!

•  Idea: Release content relevant to each school, and ask all ambassadors film a time video of themselves moving in!

•  Implementation: Incentivize ambassadors with GoPro to use to shoot their videos

◦  Include a brief tour of ambassadors’ completed rooms and have them introduce their favorite dorm essentials!

◦  Leverage our creative team to do video editing (shorten video into 60 second time lapse with music overlay) so we have control over content quality while still maintaining authenticity !

TODAY!!

CAMPUS PICK-UP!•  Targeting: First-year students on (and before) move-

in day!

•  Idea: “Ship to campus” and bring product directly to customer to create the convenience advantage that our larger competitors have, along with pop-up shops set up on campus on the same day!

•  Implementation: Allow customers to shop online or at any local store and ship to the PB main/kids/teen store closest to their college campus!

◦  Store drives out to campus on move-in day with all orders sent to that store to a set location on campus for students to pick up merchandise!

◦  Combine with on-campus activations that involve pop-up shops and bring certain products (storage solutions and dec acc) to sell directly to students and parents

TOMORROW!!

DORM DESIGN SERVICES!•  Targeting: Parents and Students (entering any year)!

•  Idea: Extend Design Services to college freshmen who want help in decorating their dorm room!

•  Implementation: Customers can go to any PB main/kids/teen store and work with a consultant to develop a design plan featuring dorm products!

◦  See a virtual room on Design Studio computer!

◦  Make an appointment for date & time of when the student is coming onto campus on move-in day and send the store closest to campus to set up dorm room according to design plan!

◦  Associates bring extra product recommendations that they think would fit with the students’ tastes and needs!

Dream Big!!

LONG TERM!keeping students hooked.!

“DECK THE HALLS” CONTEST!TODAY!!

•  Targeting: students living in university housing (primarily freshman in the dorms)!

•  Idea: Instagram contest during holiday season to keep students in dorm engaged and excited about PBdorm heading into holiday season!

•  Implementation: drive awareness of campaign through ambassador program!

•  participants tag @PBdorm in Instagram with decorated door and include one under $50 item on holiday wish-list!

#pbdeckthehalls!

DORM RECYCLING!TODAY!!

•  Targeting: students living in university housing (environmentally/socially conscious)!

•  Idea: bring branded PBdorm donation bins to university housing a the end of year to donate unwanted dorm items to local charity!

•  Implementation: ambassadors advertise on campus and find charity meaningful to campus community for donations!

•  leave PBdorm branded bins in dorm lobbies for students to get rid of unwanted items!

•  follow up post on Style House blog about the project!

GREEK OUTREACH MAILERS!•  Targeting: Individual greek

organizations on campus!

•  Idea: Customized mailers for individual chapters on college campuses during strategic times (Bid Day, Big-Little Week, Post-Initiation)!

•  Implementation: Provide ambassadors with customized collateral featuring the greek houses on their campus to distribute during weekly meetings. Include 10% off discount for students!

TOMORROW!!

Greek Trunk Shows!•  Targeting: Individual greek

organizations on campus!

•  Idea: Ambassadors would coordinate trunk shows with individual greek chapters during strategic times (Bid Day, Big-Little Week, Post-Initiation)!

•  Implementation: Store associate available to do orders via iPad to be shipped back to house. Student discount and PB Dorm donates 5% of all purchases to chapter’s philanthropy.!

TOMORROW!!

DORM OF THE MONTH!•  Targeting: students in on-campus

housing!

•  Idea: campaign to collect user-generated content featuring PBdorm product!

•  Implementation: campaign will ask participants to upload images to Instagram!

•  one image per month will be chosen to be featured on the blog and website via “dorm room feed”!

•  Ambassador will collect info for a dedicated blog post about the winner’s room and style!

TOMORROW!!

PBDORM STUDY SPOT!•  Targeting: students on campus during

exams!

•  Idea: drive awareness of PB Dorm by creating memorable study experience by creating!

•  Implementation: Create branded, comfortable study lounges in libraries/campus centers during finals!

◦  Instagram contest—Instagram photo in lounge for chance to win gift card for dorm update!

• Engagement: Study lounge visitors/Instagram participants receive vouchers to a branded food truck, or a PBdorm sponsored event !

Dream Big!!

#PBDORM DO-OVER!•  Targeting: all students on-campus!

•  Idea: drive awareness of PBdorm after dorm life by asking students to dream up the perfect dorm room via Pinterest before school begins!

•  Implementation: ask contest participants on a specific college campus to create board with items the love from PBdorm they wish they had with hashtag (#pbdormdoover)!

◦  winner attends sporting event with famous alumni and receives a $500 gift card for dorm or apartment!

Dream Big!!

thank you!!