2. BUSINESS OBJECTIVES
Increase foot traffic to the store to raise revenue and solicit more and
better quality donations.
Elevate awareness of Martha’s Outfitters as a charitable organization.
Drive conversion of customers.
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3. COMMUNICATION GOALS
Increase favorability for Martha’s Outfitters among target audiences.
Increase engagement and word-of-mouth among target audiences.
Raise profile within target audience as a trendy place to shop.
Promote positive word-of-mouth and social media mentions of Martha’s
Outfitters.
Link the aspects of shopping at Martha’s Outfitters by equating a great
place to shop with a beneficial impact on the local community & focus on
the “win-win” aspect of engaging the store.
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4. • 18 to 34 years old
• young professional AUDIENCE
• interested in fashion
• part of U Street / DC community
social media habits of core audience
Findings from a 2010 Pew Internet study show 81% of 18 to 29 year olds are
wireless Internet users. 55% of that same demographic access the Internet
from a cell phone or smartphone. 50% of all 18 to 29 year olds access social
media sites through their mobile phones.
millennial vs non-millennial social media usage age 18 to 34
social media experience by %1 % of users by platform2
explore brands in
social networks
49
favor brands that have
facebook &
53 17 55
37 mobile website
33
37
exposure to social media exposure to
campaigns online news 49
40 28
22 22 52
1Barkley, 2Nielsen Social Media Report, 2011
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BCG & SMG, 2011
5. MESSAGE PLATFORM
Martha’s Outfitters is a community thrift store in the U Street corridor that
offers inexpensive fashion “gems” while helping those in need
DISCOVER Get great deals on brand-name clothing & discover a unique
fashion “gem” just for you.
EXPERIENCE Experience U Street’s special atmosphere in a comfortable
environment with a friendly staff eager to help shoppers have a
fun, affordable thrifting trip in DC.
GIVE BACK Help the DC community by shopping or donating clothes to
Martha’s Outfitters; each treasure you bring or take home helps
those less fortunate.
SPREAD Martha’s Outfitters is a secret worth sharing; spreading the word
means more donations, more unique fashion “gems” to discover,
THE WORD and more support for the DC community.
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6. PROGRAM DETAIL
driving online word of mouth
among DC fashionistas
Demonstrate that Martha’s Outfitters is the place for low priced fashion finds and
motivate the audience to drive online word-of-mouth:
• Use online videos and photos to illustrate the unique apparel found at Martha’s
Outfitters and motivate potential shoppers to visit and talk about the store.
• Host events to interact both in-person and online with influential DC fashionistas
and potential shoppers. All events should incorporate an interactive digital element
to engage the fashion online community. Event ideas include:
• Develop an online calendar that includes all events, seasonal contests and
clothing donation campaigns on Martha’s Outfitters online properties.
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7. PROGRAM DETAIL
leveraging social media to influence
price-conscious shoppers
The target audience communicates via social media about local fashion deals and
is easily influenced by this online interaction:
• Leverage audience online activity on blogs and social media platforms to
educate people about Martha’s Outfitters and motivate them to the shop at the
store.
• Incentivize shoppers to come back to the Martha’s Outfitters store with a rewards
program.
• Additionally, if space allow, we recommend adding a dressing room to the store
and announcing this on all social media platforms.
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8. PROGRAM DETAIL
reaching Martha’s Table’s supporters
A portion of our target audience is current Martha’s Table supporters. This audience
already has an understanding of the services we provide and can promote the
value of the store. This audience can also be encouraged to donate desirable
clothing to Martha’s Outfitters, which is a key to attracting customers. To motivate
the audience to drive online word-of-mouth and increase donations, we suggest
the following tactics:
• Launch an educational campaign among Martha’s Table supporters about the
Martha’s Outfitters brand.
• Link Martha’s Table’s online properties with Martha’s Outfitters and cross-promote.
• Promote the charitable aspect of Martha’s Outfitters and their overall goal in
providing for low-income families in the community.
• Leverage corporate partners of Martha’s Table to host or sponsor clothing drives
for the store to generate high-end donations.
• Update the website to reflect new messaging, twitter feed, and latest campaign.
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9. PROGRAM DETAIL
reaching Martha’s Table’s supporters
continued
• Collaborate with Martha’s Table events and celebrity endorsements to increase
the fan base of supporters of Martha’s Outfitters and to create a sense of
community between the two organizations.
• Utilize Martha’s Table corporate sponsors to have their employees volunteer at the
store, i.e. paint the store or help with business efforts, etc. Engaging Martha’s Table
corporate sponsors to help with the efforts of the store will offer a great opportunity
for more engagement to occur between audiences that will have a direct impact
on the store.
• Target individuals who own high-end merchandise to donate quality clothing to
the store, building a pipeline of valuable clothing that will drive more foot traffic and
thus increase revenue.
• Keep Martha’s Outfitters customers informed about how their continued support
contributes to the success of Martha’s Table.
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10. PROGRAM DETAIL
educating & organizing
community-oriented shoppers
Our target audience wants to make consumer choices that are consistent with their
support of local community life. The following tactics will help Martha’s Outfitters
develop awareness, loyalty, and engagement within this community-minded
population:
• Be an active voice for U Street community life online
• Use online channels to educate people about the benefits of shopping local
• Create opportunities to be visible offline as an important member of the U Street
community
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11. PROGRAM DETAIL
mobilizing eco-conscious and
bike-friendly shoppers
Our target audience is full of eco-conscious Millennials that depend on public
transportation and bicycles to navigate their urban environment. To reach out to
Martha’s Outfitters with this environmentally-minded, bike-oriented crowd, we
recommend the following:
• Leverage online channels to educate customers about sustainable clothing
practices and invite customers to become involved in the recycled fashion
movement
• Use social media platforms to project Martha’s Outfitters’ status as a bike-friendly
business with a very convenient location
• Offer special promotions and acknowledgement to customers who bike to the
store
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