Media Relations Plan For Nordstrom Created by: Leanna McCord Executive Summary Nordstrom, Inc. is a leading fashion specialty retailer offering compelling clothing, shoes and accessories for men, women and children. They have an unerring eye for what is next in fashion. Nordstrom has worked to deliver the best possible shopping experience, helping customers with the possess style, not to just buy fashion. Their services provide free shipping and free returns, mobile shopping and exciting new retail partnerships offer them continued opportunities to serve more customers in more ways with a fresh, relevant shopping experience and inspiring style. Fashion changes. Shopping changes. Their commitment to happy customers doesn't. My media plan includes an analysis of Nordstrom, an analysis of the media coverage Nordstrom needs, key media contacts, important information for media relations personnel, a crisis management plan, a projection of the globalization media plan and additional information. This media plan is designed to help better Nordstrom as a company, and keep their success growing. With Nordstrom being such a large company, it is important to evaluate every aspect of the business and determine what they can do better. When setting up this media plan, I focused on the organizations intentions, and had a clear understanding of what Nordstrom can and cannot achieve through effective media relations. My analysis of Nordstrom includes what services they provide to the public. They are a retail global company that offers an unparalleled selection of shoes, clothing, accessories and a wide range of services including a café, spa, and coffee stand. Their mission is to provide outstanding service to each and every one of their customers. They offer the newest shopping technology, which entails mobile devices that better serve customers with shopping apps, on the spot location and register free transactions. An analysis of the media coverage Nordstrom goes over the companies different events that are going on that require coverage. Most coverage that Nordstrom needs is through Newspapers. It refers to providing news, information or infotainment using the newspaper as a cost effective way. Previous coverage Nordstrom has needed was for a new Nordstrom full line stores opening up in different cities, new Nordstrom Racks opening up and reports of their sales for different months I provided a list of 50 key media contacts that would benefit Nordstrom with building a database of different media outlets they can send their news releases or invitations for events to. The list includes local media outlets for their main stores including Seattle, however I focused on regional and national contacts because of how many places Nordstrom’s provide their services to. Having information for media relation’s personnel to have at their fingertips is very important. I included three brief bios of Nordstrom’s main spokespersons and the policies Nordstrom have on who speaks for the organization. I also provided information on their social media and the policy they have for their employees to abide by. I provided a page of frequently asked questions that could potentially help reporters and editors. These questions were basic and gave a bit more information of what Nordstrom provides. In the event that something was to go wrong, a crisis management plan is a necessity to have. I assumed different problems and crises that Nordstrom does, and will have to deal with. I provided a plan of how to go about fixing those types of problems and crises that could occur. Nordstrom needs to have a public relations professional who has developed communication plans, press releases, and internal and external communication materials to support Nordstrom’s business and reputation objectives. For massive problems that need to be announced to the public and media, they should have a primary company spokesperson with all national business and trade publications that address the problems at hand. A projection of globalization includes how Nordstrom is known as a global company that provides services to 44 countries and 32 states. They offer international shopping through their partnership with global e-commerce provider FiftyOne. By working with FiftyOne, they provide clear guidelines for Nordstrom’s global customers that includes, how to order, exchange rates, duties and taxes, payment methods, shipping options & charges, shipping timeline and returns and exchanges. It would ideal for Nordstrom to grow even larger and provide full line stores in different countries. Additional information that I provided to my media kit is examples of previous press releases that Nordstrom has done. I thought that this information could be important for media specialists and reporters to see. This way it gives them a better understanding of how Nordstrom handles their work and how they format their work. Analysis of your company Nordstrom’s mission statement is, “ Our goal is to provide outstanding service every day, one customer at a time.” Nordstrom strives to give their customers the best experience, service, quality and value. They provide free shipping and free returns, mobile shopping and exciting new retail partnerships that offer them continued opportunities to serve more customers in more ways with a fresh, relevant shopping experience and inspiring style. Nordstrom has a reputation of providing great customer service, and I think that is what sets them aside from other competitors. Their return policy is very flexible, they are committed to offering their customers the best possible prices and are willing to match their competitors. Nordstrom has grown into a specialty chain with global reach. They offer an unparalleled selection of shoes, clothing, accessories and wide range of services including a café, spa, and coffee stand. They offer the newest shopping technology, which entails mobile devices that better serve customers with shopping apps, on the spot location and register free transactions. Nordstrom’s market size is very large, as they are a global company. They provide services to 44 countries and 32 states. They currently operate 240 stores, 117 full line stores and 119 rack stores. By 2014, they hope to open 3 more full line stores and have a goal of to reach 230 rack stores by 2018. In order to accomplish these goals, Nordstrom needs to research which areas would be most successful for Nordstrom to hold a store. Analysis of various kinds of media coverageNordstrom is a large global company that inquires a lot of coverage by the public for different events that are going on. Most coverage that Nordstrom needs is through Newspapers. It refers to providing news, information or infotainment using the newspaper as a cost effective way. Previous coverage Nordstrom has needed was for a new Nordstrom full line stores opening up in different cities, new Nordstrom Racks opening up and reports of their sales for different months. Currently, Nordstrom has most of their media outlets through catalogs, magazines and Internet ads. Nordstrom provides a catalog that ships to Nordstrom’s regular customers. Catalogs are sent by the season or for sales and show the latest fashion trends that are included in their stores. Nordstrom has advertisements in multiple high fashion magazines including Vanity Fair, Vogue, Elle and In Style etc. that all show an inspiring style. Key media contacts1. Seattle Bride Magazine Michelle DeRouen Advertising Account Executive P: 425-396-4647 2. Seattle Magazine Rachel Hart Editorial Director P: 206-284-1750 Fax: 206-284-2550 3. Seattle Times David Boardman Executive Editor P: 206-464-2205 F: 206- 464-2261 Mailing address: PO Box 70, Seattle, WA 98111 4. Seattle Weekly Nina Sharpio Senior Editor 307 Third Ave S, Second Floor, Seattle, WA 98104 Phone: 206-623-0500 Fax: 206-467-4338 5. Elle Magazine Amina Akhtar Executive Editor, 300 West 57th Street 24th Floor New York, NY 10019 P:(212) 903-5000 6. Teen Vogue Erin Kaplan Senior PR director 4 Times Square 9th Floor New York, New York 10036 P: (800) 274-0084 7. Vanity fair Magazine Graydon Carter Editor 4 Times Sq New York,NY 10036 P:(212) 286-2860 F: 1 (877) 484 1891 8. In Style Magazine Rosie Amodio Editor Media City 8 Central Avenue Eveleigh NSW 2015 P: 800-274-6200 [email protected] 9. Glamour Magazine Cindi Leive Editor in Cheif P:1-800-274-7410 4 Times Sq New York, NY 10036 Neighborhoods: Midtown West, Theater District 10. Lucky Magazine Heather Summerville Senior Editor P: (800) 777-4058 4 Times Sq, 6th Floor (btwn 42nd & 43rd St.), New York, NY 10036 11. Marie Claire Magazine Megan Faerber Marketing/Sales P: 800-925-0485 300 W. 57th St., 34th Fl., New York, NY 10019. 12. Allure Magazine Agnes B. Chapski Publisher 4 Times Sq New York, NY P:(212) 286-2860 13. Cosmopolitan Magazine Joanna Coles Editor A:224 W 57th St New York, NY 10019 P:(212) 649-3291 14. Fashion Magazine Marvin Jarrett Editor in Cheif 110 Greene street, suite 607 New York, NY 10012 P: 212-226-6454 F: 212-226-7738 15. Seventeen Magazine Bernadette Anat Editor 300 W. 57th St. 17th Fl. New York, NY 10019 [email protected] P: (800) 388-1749 16. Bazaar Magazine Kristina O’Neil Executive editor 300 West 57th Street New York, NY 10019 (212) 903-5000 17. W Magazine Stefano Tonchi Editor-in-Cheif 750 3rd Ave #7 New York, NY 10017 P: 800-289-0390 18. People Magazine Martha Nelson Editor 1271 Avenue Of The Americas New York, NY 10020-1300 P:1-212-522-6699 19. Nylon Magazine David Walters Deputy Editor 110 Greene street, suite 607 New York, NY 10012 P: 212-226-6454 20. Preimer Bride Magazine Scott Brown Editor 6909 Grand Blvd Houston Tx 77054 P:704-525-9775 [email protected] 21. Wedding Style Magazine Yanni Tzoumas Executive Editor 91A Main Street Warren, RI 02885 P: 401-245-9726 F: 401-245-5371 22. Brides Magazine Keija Minor Editor in Chief 6300 Wilshire Blvd 11th Floor Los Angeles, CA 90048 Phone: (323) 965-3742 Fax: (323) 965-4979 23. Get Married Magazine Heather Dempsey Editor 9250 Amber Drive Lakeville, MN 55044 [email protected] 24. Town & Country Weddings Magazine Jay Fielden Editor 300 W 57th St #33 New York, NY 10019 (212) 903-5342 25. Inside Wedding Magazine Walt Shepard Editor in Cheir P: 310-281-6400 F: 310-281-6406 6420 Wilshire Boulevard Suite 1060 Los Angeles, CA 90048 26. Martha Stewart Wedding Magazine Pilar Guzman Editor in Chief 800-950-0019 27. Bridal Guide Magazine Jennifer Lazarus Editor 228 East 45th Street, 11th Floor New York, NY 10017 P: 212-838-7733 F: 212-308-7165 28. The Knot Magazine Catherine Lynn Editor 195 Broadway, Floor 25 New York, NY 10007 P: 800-390-9784 29. LA Times Newspaper Davan Maharaj Editor 202 W. 1st St. Los Angeles, CA 90012 P: 213-237-5000 30. New York Time Newspaper Jill Abramson Executive Editor The New York Times 229 West 43rd Street New York, NY 10036 fax: (212) 556-3622 31. USA Today Newspaper David Callaway Editor P: 1-703-854-3371 7950 Jones Branch Mclean, Va. 22102 32. The Washington Post Newspaper Crystal Hanes Editor 202-334-6000 1150 15th Street Nw, Washington DC 20071 33. The Wall Street Journal Newspaper Paul Gigot Editor 1-800-568-7625 wjsupport.wsj.com Dow Jones & Co. 1155 Avenue of the Americas 7th Floor New York, NY 10036 34. New York Daily News Newspaper Kevin Convey Editor in Chief New York Plaza, New York NY 10004 P:212-210-2100 35. Chicago Tribune Newspaper R. Bruce Dold Editorial Page Editor 435 N. Michigan Ave Chicago, IL 60611 800-874-2863 36. New York Post Newspaper Anne Aquilina Editor [email protected] 1211 Avenue of the Americas New York, NY 10036-8790 800-940-7678 37. The Boston Globe Newspaper Stacy Kern Editor 617 929 2000 P.O. Box 55819 Boston, MA 02205-5819 38. Chicago Sun-Times Newspaper Jim Kirk Editor in chief 312-321-3000 350 N. Orleans St. 10th Floor Chicago, IL 60654 39. Seattle Post-Intelligencer Newspaper Jay Smith Editor 2601 Elliott Ave, Suite 300A Seattle, WA, 98121 206-448-8036 40. The Washington Times Newspaper David Jackson Executive Editor 206-636-4850 3600 New York Ave NE, Washington, DC 20002 41. GQ Magazine Jim Nelson Editor in Chief 212 286 2860 4 Times Square, New York, NY 10036 42. Esquire Magazine Stacy Woods Editor 212-649-4020 300 West 57th Street 21st Floor New York, NY 10019 43. Details Magazine Dan Peres Editor in Chief Conde Nast 50 Francisco St.4th Floor San Francisco, CA 94133 P: 415-955-8269 44. Surface Magazine Jim Qualls Editor 134 West 26th Street Street Level West New York, NY 10001 212-229-1500 45. Wallpaper Magazine Linda Morse Editor Blue Fin Building 110 Southwark Street Los Angeles,CA 442-314-5000 46. San Francisco Business Times Sarah Ridge Editor 800-216-3540 301 East 5th Street Los Angeles, CA 47. Better Homes & Gardens Magazine Elizabeth Brown Editor 800-374-4244 1716 Locust Street Des Moines, IA 50309-3023 48. Seattle Daily Journal of Commerce Jessica Qualls Editor 83 Columbia Street Seattle,Wa 98104 P: 206- 622-8272 F: 206-622-8416 49. Bellevue Reporter Newspaper Stacy Heir Editor 2700 Richards Road, Ste 201 Bellevue, WA 98005 425-453-4270 50. The News Triubune Newspaper Kathy Chilson Editor 1950 South State Street, Tacoma,WA 98405 P: 253-597-8742 Important Information for media relation’s personnel Colin Johnson is a public relations representative for Nordstrom. He has been working with Nordstrom since 2009 in the business public relations director position. His previous experience has been as a director of corporate communications with Symertra Financial for four years, and before that he worked as a media relation’s officer and publicity coordinator for Brookings Institution for another four years. Johnson graduated from the University of Washington with his bachelors in International/Global Studies. He went on to receive his masters of business administration in marketing/ finance from the John Hopkins University. He is known for being a corporate communications strategist with having a proven track record of helping companies elevate their brand through effective public relations and financial communications. Colin has extensive experience communicating corporate strategy, financial results, and key business initiatives to media, analysts, investors, industry experts, policymakers, community organizations and other stakeholders. Johnsons industry background encompasses retail, e-commerce, financial services, banking, life insurance, employee benefits, public policy, publishing, foundations and nonprofits. His work entails him to specialize in strategic communications, media relations, corporate communications, PR planning, investor relations, financial communications, company storytelling, brand communications, public affairs, government relations, transaction & corporate development communications, reputation management. John Bailey is a senior public relations specialist for Nordstrom. He has been working with Nordstrom for 11 years and counting. Before that, he went to Washington State University where he graduated with a bachelor in communications, public relations. For the past 11 years, John has been managing the fashion public relations for 40 Nordstrom stores ranging all over the United States. He has coordinated and oversaw media relations for celebrities and designer personal appearances. Bailey provides ongoing support and coaching, to senior management and frontline employees. This includes setting up interviews, providing message points and organizing public relations events. He develops communication plans to support corporate, regional and product strategies. Bailey writes press releases, speeches and internal communications for external and internal channels. John pitches seasonal trends, corporate promotions and products to the media. He will provide direction to and coordinate efforts with vendors and public relations agencies. Bailey collaborates with peers and leaders to integrate and connect all communications pieces to maximize effectiveness and align strategies. On top of all of this, he serves as the company’s spokesperson. His skills and expertise are most endorsed for media relations, public relations, press releases, fashion, social media, event planning, event management, executive communications, marketing strategy and media pitching. Shasa Richardson is the director, media relations and spokesperson for Nordstrom. She has worked for Nordstrom for a little over five years. She graduated from Washington State University with a bachelor in political science. Richardson is a communications professional with more than 12 years of experience in consumer PR, crisis communication, reputation management, corporate social responsibility, community affairs and diversity management. She first started out at Nordstrom as a public affairs manager. She was responsible for leading cross-business unit teams to develop best practices, messages and communication materials for public affairs issues as global sourcing, privacy, fur and the environment. Richardson was then a public relations manager, her job was to develop and execute nationwide public relations campaign to launch Nordstrom.com as the premier website for fashion apparel. Developed and managed public relations campaign that generated more than 5 million positive impressions to support the brand and drive sales. Now her current position is staffed CEO and chairman of the board on reputational media issues. She is the corporate spokesperson for annual and quarterly earnings results, business, crisis, and reputational issues. Richardson is also the strategic communications partner for executive team, finance and legal on all business announcements. She also media trains executives, regional managers and store managers. Nordstrom has a social media policy with its employees. They encourage approved employees to use social networking/media (Twitter, Facebook, Nordstrom.com etc.) As a way to connect with customers and others during working hours. They find social networking to be fun and valuable. They encourage their employees to become actively involved in social media in order to find additional opportunities to connect with their customers and share information with them. Nordstrom has a twitter account for Nordstrom full line, Nordstrom rack and Nordstrom beauty. They have multiple Facebook pages including Nordstrom, Inc., Nordstrom Beauty, B.P. Nordstrom, Nordstrom Weddings, Nordstrom Rack and Nordstrom Encore. Frequently asked questions Question: How can I track the status of my order? Answer: Two easy ways to view your order status: View the status of a Single Order by entering your order number on the Order Information page. -ORSign in to your account and review the complete Order History of all your Nordstrom Orders. Don't have an account? Register now. Question: Can I return or exchange my purchase if I don't like it? Answer: Yes. For orders shipped internationally, you'll need to contact Customer Service for a Return Merchandise Authorization form. Question: How do I place an order online? Answer: See our How to Order guide. Question: How do I determine the shipping charges on my order? Answer: We offer four types of shipping. See our Shipping Options & Charges. Question: Will you charge sales tax on my order? Answer: It depends where your order is being shipped to. For more information, please visit our Sales Tax page. Question: Can you gift-wrap my order? Answer: Yes. When you are going through the Checkout process, you will be asked if an item is a gift. Crisis Management plan Nordstrom does not provide their crisis management plan to the public. However, if they were to have one I think that they would have a guideline for many predictions of what could go wrong. Examples of things that could go wrong could be, shipments of orders not coming in when expected, poor customer service and dissatisfaction of a product. Orders from Nordstrom.com that get lost, consumers who order products from online that Nordstrom ends up not having in stock and discontinuing a vendor that customers still expect them to carry. These are just a few examples of what could happen, and what Nordstrom has to plan ahead for. No matter what problem occurs, Nordstrom should always have of a plan of how to deal with it and to use good communication. They need to have a public relations professional who has developed communication plans, press releases, and internal and external communication materials to support Nordstrom’s business and reputation objectives. For massive problems that need to be announced to the public and media, they should have a primary company spokesperson with all national business and trade publications that address the problems at hand. Being honest, and trying to fix the problem should always be key elements as well. A Projection of Globalization Being a global enterprise creates huge opportunities for increased sales and profits in new markets and the cost-savings inherent in sharing resources worldwide. Anywhere from small businesses to giant corporations are thriving to become global. Nordstrom is a known as a global company as they provide services to 44 countries and 32 states. They offer international shopping through their partnership with global e-commerce provider FiftyOne. By placing an international order, you acknowledge that your transaction will be with FiftyOne. Your customer service needs will be handled directly by Nordstrom. FiftyOne partners with online retailers to sell internationally by providing international customers with access to products found in the United States. FiftyOne allows local currency prices to be visible throughout Nordstrom.com and displays your final total (including customs tariffs, taxes and shipping fees) during Checkout. FiftyOne also enables Nordstrom to take advantage of a shipping network that delivers packages quickly and reliably to global customers. I think Nordstrom is very successful in running a global company as their services are easily accessible online at Nordstrom.com to different countries. By working with FiftyOne, they provide clear guidelines for Nordstrom’s global customers that includes, how to order, exchange rates, duties and taxes, payment methods, shipping options & charges, shipping timeline and returns and exchanges. It would ideal for Nordstrom to grow even larger and provide full line stores in different countries. A way Nordstrom can decide on Other information for Nordstrom Nordstrom Board of Directors Authorizes $800 Million Share Repurchase Program and Increases Its Regular Quarterly Dividend SEATTLE--(BUSINESS WIRE)--Feb. 27, 2013-- Nordstrom, Inc. (NYSE: JWN) announced today that its board of directors has authorized a repurchase program of up to $800 million of the Company’s outstanding common stock, through March 1, 2015. The shares are expected to be acquired through open market transactions. The Company intends to fund the repurchase program from existing cash on hand. The actual number and timing of share repurchases, if any, will be subject to market conditions and applicable Securities and Exchange Commission rules. This program is in addition to the Company’s existing repurchase program that was approved by the board in February 2012. The existing repurchase program has $344 million outstanding, as of February 26, 2013, and will expire on February 1, 2014. Nordstrom also announced today that its board of directors has approved a quarterly dividend of 30 cents per share, an increase of 11% over the previous quarter’s dividend. The dividend is payable on March 22, 2013 to shareholders of record at the close of business on March 11, 2013. ABOUT NORDSTROM Nordstrom, Inc. is one of the nation’s leading fashion specialty retailers. Founded in 1901 as a shoe store in Seattle, today Nordstrom operates 240 stores in 31 states, including 117 full-line stores, 119 Nordstrom Racks, two Jeffrey boutiques, one treasure&bond store and one clearance store. Nordstrom also serves customers through Nordstrom.com and through its catalogs. Additionally, the Company operates in the online private sale marketplace through its subsidiary HauteLook. Nordstrom, Inc.’s common stock is publicly traded on the NYSE under the symbol JWN. Source: Nordstrom, Inc. Nordstrom, Inc. INVESTOR CONTACT: Trina Schurman, 206-233-6503 or MEDIA CONTACT: Colin Johnson, 206-303-3036 This is one of Nordstrom’s press releases that are posted on their website. I think this could help out reporters and media relation’s personnel’s in getting a feel of what kind of format their press releases are done by.