Kohl’s Social Media Promotional
Plan
November 20, 2013
Vanessa Lovan and Sara Phillips
Mission Statement
• To be the leading family-focused, valueoriented, specialty department store offering
quality exclusive and national brand
merchandise to the customer in an
environment that is convenient, friendly and
exciting.
About Kohl’s
•
•
•
•
Headquarters in Menomonee Falls, Wisconsin
Fortune 500, #146
Expect Great Things
Known for…
– Satisfactory customer service
– Trust
– Loyalty
SWOT Analysis
a.
Strengths
i.
Balanced brand mix
ii.
Robust distribution network
iii.
Strong profitability
b.
Weaknesses
i.
Weak presence in key markets
ii.
Low comparable store sales growth
c.
Opportunities
i.
Store expansion
ii.
Growth in private label products
d.
Threats
i.
Industry consolidation
ii.
Increasing rental rates
iii.
Weakening consumer spending
• Kohl’s Promotional Plan: Part 4
• 1. Objective
• a. Increase menswear sales by 5% corporate wide, by the end of
six months, ending May 31st, 2014.
• b. Increase sales in select stores to reach Kohl’s overall sales
quotas within 12 months.
• 2. Strategies
• a. Kohl’s will be using the social media aspect of Pinterest to
communicate and release new menswear that will be coming out in
the next season. Pinterest will be a great way to reach the target
market because some women have a say in what their significant
other wears.
• b. Kohl’s will also be using Facebook as another social media
1.
Set date & time & theme for sales and special event
a.
Theme: Father/Son Challenge
b.
April 19, 2014 1p.m. – 5p.m.
c.
Sales: April 14, 2014 – April 18, 2014
2.
Get a hold of Tony Hawk for a celebrity appearance
a.
November 27, 2013
b.
Skateboard and meet/greet
3.
Brainstorm advertising
a.
Advertising: Create coupons and scratch off designs, commercials, and website and social media sites (December 1, 2013)
4.
Send out press release
a.
Send out on March 22, 2014
5.
Send out coupons
a.
Send out on April 5, 2014
6.
Create sale necessities (scratch offs, coupons)
a.
Send ideas to printing company on March 1, 2014
7.
Get a venue, catering, and DJ
a.
Get venue confirmation by November 20, 2013
b.
Venue: Milwaukee Four Seasons Skatepark
c.
Catering: Saz’s Catering
d.
DJ: All American DJ Service
8.
In store coupon sale
a.
Starting Monday the 14, there will be 10% off then each day after 5% will be added on. The coupons will be sent in the mail and on social media advertising skateboarding
event and the sale.
9.
Scratch offs
a.
Scratch offs will be given to the customer after each purchase, for every $5 you get one scratch off ticket. There will be 10 winners and whoever wins will get a meet and
greet with tony hawk.
10.
Event
a.
Food and refreshments will be served
b.
Tony Hawk will be skating all day
c.
Meet and Greet
d.
Games and dj all day
e.
Raffle tickets will be sold for prizes like, ipad, gift cards, and more electronics
f.
Booth with tony hawk line of clothing
Kohl’s Father/Son
Challenge
WHEN: April 19th, 2014 from 1-5 p.m.
WHERE: Four Seasons Skate park, Milwaukee
Wisconsin
ADMISSION: 18+ $10 and Under 18 $5 (All proceeds
go to Kohl’s Cares for Kids)
Special Appearance by Tony Hawk, raffles, food, DJ,
and more!
Sponsored by
Kohl’s Corporation
3737 S. 27th St.
Milwaukee, WI 53221
For release: 22/3/2014
Contact: Sara Phillips
Phone No: (920) 948-7865
KOHL’S FATHER/SON CHALLENGE
Kohl’s will be having a Father/Son Challenge day on April 19th, 2014 at the Milwaukee Four Seasons Skate Park for Kohl’s supporters and
consumers in the Metropolitan City of Milwaukee. This event will be held from 1p.m. to 5p.m. and will be filled with many prizes and challenges for the
fathers and their sons. Admission at the door will cost $10 for adults 18 and older and kids 18 and under will be $5. Kohl’s will also be hosting a meet and
greet for fellow fans of, famous skateboarder, Tony Hawk. This event was put together by Kohl’s to benefit The American Cancer Society and the Milwaukee
Affiliate of Susan G. Komen for the Cure, which all proceeds will go towards.
MORE
Father/Son Challenge
At the event, pro skateboarder Tony Hawk, will be skating and doing a meet and greet. Ten lucky customers will get to meet Tony Hawk by scratching a
ticket presented by a Kohl’s cashier. One ticket for every $5 spent will be given. In addition to the scratch off, customers will be able to use coupons
distributed in Kohl’s weekly ad and on Kohl’s website and Facebook. Starting Monday, April 14, 2014, a coupon for 10% off entire purchase will be available.
Then, everyday, the percentage discount will go up 5%, ending with 25% on Friday, April 18, 2014.
Saz’s Catering will be catering the event with a selection of sandwiches and refreshments for guests to enjoy at a low cost. All American DJ
Service will be providing music throughout the day, as well as games for both father and son to play. Raffle tickets can be purchased for a chance to win
prizes including an iPad, gift cards, and more. Tony Hawk will also have a booth set up with a selection of his clothing line, sold at Kohl’s, for purchase.
• In Conclusion…
• Kohl’s is a way for middle class families to buy high
quality apparel at low prices. Men’s apparel do not sell
as well as women’s and we wanted to change that. By
having this event we think that men will want to buy
their clothes from Kohl’s since we are trying to involve
them more. We also wanted to increase the sales in
stores that aren’t doing as well. By having these
coupons, consumers will want to come back and see
what other events and promotions this particular store
will be having.