Hale

Marketing Plan

Ashlee Layman

2|Hale

Raw Data: Trend Tracking

The data obtained was recorded for strictly women in 4
cities in Ohio: Bowling Green, Maumee, Perrysburg, and Toledo.
The places that were observed were locations where women would
be most active. The information was recorded for 3 different age
groups: 18-25, 26-35, and 36-68.

The types of apparel that were

observed were: leggings, jackets, tank tops, relaxed pants, and

sneakers.
The observations showed that in the age group of 18-25 most
of the women wore brighter-colored, loose-fitting apparel.

In

the age group of 26-35 year olds, the women wore a blend of
neutral, brightly colored, loose-fitting, and form-fitting
apparel.

In the age group of 36-68 year olds, the women wore

more neutral-colored and loose-fitting apparel.

3|Hale
Key:
N
Neutral Colored

B
Brightly Colored

L
Loose-Fitting

F
Form-Fitting

Day 1: Tuesday @ 3:30pm

Location: Bowling Green Community Center, Bowling Green, OH
Age 18-25
Leggings
Jacket
Tank top
Relaxed Pant
Sneakers

Age 26-35

Age 36-68

0
1
0
2
0

5
3
4
0
9

0
1
0
2
-

5
3
4
0
-

4
5
2
4
2

1
0
2
2
8

0
4
3
6
-

5
1
1
0
-

2
7
0
8
12

0
2
0
0
0

0
6
0
8
-

2
3
0
0
-

Day 2: Wednesday @ 7:00pm

Location: Bowling Green Community Center, Bowling Green, OH
Age 18-25
Leggings
Jacket
Tank top
Relaxed Pant
Sneakers

Age 26-35

Age 36-68

0
1
0
2
0

2
4
2
0
7

0
1
0
2
-

2
4
2
0
-

8
5
0
6
4

1
0
2
1
6

3
4
1
3
-

5
1
0
0
-

2
7
0
5
12

3
4
0
1
0

0
8
0
6
-

5
3
0
0
-

Day 3: Thursday @ 1:30pm

Location: Fallen Timbers Shopping Center, Maumee, OH
Age 18-25
Leggings
Jacket
Tank top
Relaxed Pant
Sneakers

Age 26-35

Age 36-68

0
1
0
2
0

2
0
0
0
3

0
1
0
2
-

2
0
0
0
-

9
5
0
3
1

0
3
0
0
6

0
4
0
3
-

9
4
0
0
-

2
12
0
5
12

0
0
0
0
0

0
6
0
5
-

2
3
0
0
-

Day 4: Friday @ 4:00pm

Location: Levis Commons Shopping Center, Perrysburg, OH
Age 18-25
Leggings
Jacket
Tank top
Relaxed Pant
Sneakers

Age 26-35

Age 36-68

0
1
0
1
0

2
0
0
0
1

0
1
0
1
-

2
0
0
0
-

2
5
0
2
1

0
0
0
2
1

0
4
0
4
-

2
1
0
0
-

2
7
0
3
3

0
2
0
0
0

0
6
0
3
-

2
3
0
0
-

4|Hale

Day 5: Saturday @ 2:00pm

Location: Downtown Bowling Green, OH
Age 18-25
Leggings
Jacket
Tank top
Relaxed Pant
Sneakers

Age 26-35

Age 36-68

9
9
0
2
0

2
0
4
0
4

0
4
0
2
-

11
5
4
0
-

2
1
2
6
4

1
0
2
1
3

0
1
3
7
-

3
0
1
0
-

0
7
0
5
7

0
3
0
0
0

0
6
0
3
-

0
4
0
0
-

Day 6: Sunday @ 1:00pm

Location: Planet Fitness, Toledo, OH
Age 18-25
Leggings
Jacket
Tank top
Relaxed Pant
Sneakers

Age 26-35

Age 36-68

2
0
8
2
0

4
0
2
5
8

0
0
6
10
-

6
0
4
0
-

6
0
2
6
2

1
0
1
2
4

0
0
3
8
-

7
0
0
0
-

5
1
0
5
6

0
0
0
0
0

0
0
0
5
-

5
1
0
0
-

Day 7: Monday @ 8:00am

Location: Planet Fitness, Toledo, OH
Age 18-25
Leggings
Jacket
Tank top
Relaxed Pant
Sneakers

Age 26-35

Age 36-68

3
0
6
2
0

5
0
4
4
7

0
0
2
6
-

8
0
8
0
-

4
0
2
6
3

1
0
2
3
5

0
0
3
9
-

5
0
1
0
-

6
2
0
8
8

0
0
0
0
3

0
1
0
8
-

6
1
0
0
-

Form Fitting
Loose Fitting

Age 36-68
Age 26-35

Bright

Age 18-25
Neutral
0

50

100

150

200

5|Hale

Customer Base
Target Customers
Perrysburg, Ohio
Wood County
Population (2012): 21,161
Age
Median Age: 38.8 years old (U.S. Department of Commerce, 2010)
Females in Perrysburg, Ohio:
35 to 44 years

2,892 +/-270 13.9% +/-1.3

45 to 54 years 3,195 +/-321 15.4% +/-1.5

55 to 59 years

1,601 +/-258

60 to 64 years 1,223 +/-239

65 to 74 years

1,408 +/-218

7.7%

+/-1.2

5.9% +/-1.2
6.8%

+/-1.0

Education Level
High School Graduate or higher (Age 25+): 96.3% (U.S. Department
of Commerce, 2010)
Bachelors Degree or higher (Age 25+): 46.3% (U.S. Department of
Commerce, 2010)
Gender
Females: 51.6% (U.S. Department of Commerce, 2010)
Income Level
Annual Household Income (2008-2012 Avg.): $69,341 (U.S.
Department of Commerce, 2010)
Geographic Location
Land area in square miles: 11.51
Persons per square mile: 1,791
Occupation
(United States Department of Labor, 2014)
Management Occupations
Financial Activities
Professional and Business Services
Education and Health Services

6|Hale

Population Projections
(U.S. Department of Commerce, 2010)
2015
2020 2025 2030
2035

2040

2045

2050

2055

2060

45 to 64 years

42,905

42,527

41,346

41,025

42,219

44,256

45,897

46,912

47,529

48,171

65 years and
over

26,654

30,999

35,848

40,066

42,625

44,062

44,943

46,144

47,770

49,917

Special Interests
The baby boomer female in Perrysburg, Ohio is an active
multitasker. She is doing everything from working, running
errands, working out, and makes most of the household decisions.
She enjoys going to the spa, working out, living a healthy
lifestyle and being involved in the community. She goes to
church on Sundays and is involved in eco-friendly ways to live
her life and is trying to convince her friends and family to
live an active lifestyle.
Social Involvement
The baby boomer female likes to stay involved in the
community by volunteering in community events and charities,
being a part of local marathons and organized runs in Levis
Commons, and is in a book club with some of her close
girlfriends.
Climate

7|Hale

Religion
Breakdown of population affiliated with a religious congregation
(Perrysburg, Ohio):
Name
Adherents
Congregations
Name
Adherents
Congregations

Catholic
Church
38.4%
6.8%

Evangelical Lutheran
Church in America
19.4%
13.6%

Presbyterian
Church (USA)
2.7%
6.1%

United Methodist
Church
14.1%
26.5%

Muslim
Estimate
7.0%
0.8%

Christian Churches and

Southern Baptist
Churches of Christ
Convention
2.0%
1.4%
4.5%
3.0%

Assemblies of
God
3.6%
2.3%

LDS (Mormon)
Other
Church
1.2%
10.2%
1.5%
34.8%

Health
Adult obesity rate (U.S. Department of Commerce, 2010):
Wood County:
State:

29.4%
29.1%

Media Choices for Baby Boomers

Strongest AM radio stations in Perrysburg:

WTOD (1560 AM; daytime; 5 kW; TOLEDO, OH; Owner: CUMULUS LICENSING
CORP.)

WSPD (1370 AM; 5 kW; TOLEDO, OH; Owner: CITICASTERS LICENSES, L.P.)

WJYM (730 AM; 1 kW; BOWLING GREEN, OH; Owner: FAMILY WORSHIP CENTER
CHURCH, INC.)

WCWA (1230 AM; 1 kW; TOLEDO, OH; Owner: JACOR BROADCASTING CORPORATION)

Strongest FM radio stations in Perrysburg:

WVKS (92.5 FM; TOLEDO, OH; Owner: CITICASTERS LICENSES, L.P.)

WOTL (90.3 FM; TOLEDO, OH; Owner: FAMILY STATIONS, INC.)

WRQN (93.5 FM; BOWLING GREEN, OH; Owner: CUMULUS LICENSING CORP.)

WGTE-FM (91.3 FM; TOLEDO, OH; Owner: THE PUBLIC B/C FOUNDATION OF NW
OHIO)

8|Hale

Competition
C9 by Champion for Target: Rossford, Ohio
o SWOT Analysis
Strengths
Large selection
Located in large, popular dept. store
Weaknesses
Does not appeal to Hales market
Colorful
Not enough variety of sizes
Opportunities
Could grow
Could offer more sizes/colors
Threats
Located in Target
Located close to I-75
Located next to MC Sports
Lululemon Showroom: Perrysburg, Ohio
o SWOT Analysis
Strengths
Popular
Stylish
Online
Weaknesses
Expensive
Not enough variety in location
Opportunities
Could expand into larger store
Could lower prices
Threats
Well-known brand
Popularity around the country
Gapfit by Gap: Maumee, Ohio
o SWOT Analysis
Strengths
Online
Located inside of Gap
Weaknesses
Not enough sizes
Not enough colors/styles
Opportunities
Could expand to independent store

9|Hale

Sale prices
Threats
Part of a large retail chain
Well-known brand

Why Customers Would Buy from Hale

Female baby boomers are not completely impressed with the
availability of workout attire. These women like to jog, do
yoga, cycle and weight train. The active wear that is available
in most department stores in the Toledo, Ohio area cater
specifically towards a thinner body type and target younger
consumers. Most of the active wear garments are brightly
colored and show a lot of skin; characteristics of active
garments that the female baby boomer is not interested in.
Hale will offer versatile active wear clothing for the
multitasking baby boomer. The garments will use sustainable
fabrics and will be produced in colors that are trending, yet
still appeal to the baby boomer woman. Sizes that flatter this
age group will be available.
To appeal to the baby boomers active and healthy
lifestyle, Hale will offer staff that is extremely knowledgeable
about many areas of fitness and will know exactly what will
flatter each customer. There will be a juicing station inside
of the store to offer fresh drinks and healthy information for
the active consumer. Customers will also be able to obtain
information about specialty classes offered in the neighborhood
and be able to sign up for organized runs and community
programs.
Customers of Hale will receive a personalized experience
with a complimentary juice bar, fitness profile, goal-setting,
and diet plan.

References
Perrysburg, Ohio. (n.d.). Retrieved from City Data: www.citydata.com
U.S. Department of Commerce. (2010). State and County
QuickFacts. Retrieved from United States Census Bureau.
United States Department of Labor. (2014, February). Economy at
a Glance. Retrieved from Bureau of Labor Statistics:
www.bls.gov

10 | H a l e

Location:
The Town Center at Levis Commons
Address: 3201 Levis Commons Blvd, Perrysburg, OH 43551
Phone:(419) 931-8888
Number of stores operating: 33
Operating restaurants: 9
Number of store capacity: 40 stores/10 restaurants
Leasing information
Cost/square foot: $22.50/square foot
Parking spaces in total: 1,598
Curb appeal: Clean, well-maintained, directly off of I-475
Stores that Appeal to Hales Target Market in Levis Commons

Chain Store: New York & Company

What makes a customer want to come in: Big sales,
sophisticated overall look, trendy clothes
Attractiveness scale: 4
Marketing and logo description: Simple yet still stylistic,
large banners with models wearing clothes and having large
sales signs. The logo is simple, letters are all black, and
has a sophisticated look about it (has the essence of
portraying higher end merchandise).
Visual merchandising description: Fun and interesting looks
being displayed, current with the season and the trendy
looks being displayed on mannequins in front of the window.

11 | H a l e

Vehicle friendly vs. Pedestrian friendly: It is both. It is

easy to walk to and there are parking spaces in front of
the store and behind it.

Anchor Store: Books-a-Million

What makes a customer want to come in: Has a wide variety
of books to choose from, coffee shop in store which creates
an overall relaxing environment, and has a portrayal of the
store being open and welcoming.
Attractiveness scale: 4
Marketing and logo description: Giant black letters on top
of the store; large posters in the windows that showcase
prices, and there is a sign outside the store telling sales
Visual merchandising description: Very open environment in
the store, colorful ads of some popular books in the store,
they have a creative display on how they showcase popular
books
Vehicle friendly v. Pedestrian friendly: It is both. It is
easy to walk to and you can park in front of the store and
behind it as well.

Specialty Store: The Shoe Department

What makes a customer want to come in: Great sales, creates
an open feel with the big windows, very welcoming, family
friendly (shoes available for everybody in the family),
displays a variety of shoes to choose from.
Attractiveness scale: 5
Marketing and logo description: Simple logo with large
black letters; Sign on windows displaying the sales in

12 | H a l e

stores, window stickers being used on the big windows to

display ads of their shoes.
Visual merchandising description: Very open space,
merchandise in windows is displayed in a fun and
interesting manner that makes the store unique (outdoorsy
feel), kid friendly displays, large displays
Vehicle friendly v. Pedestrian friendly: It is both. It is
easy to walk to and you can park your car in front of the
store and behind it.

Levis Commons
Customer type: 28 to 40 years old demographics age, mall is
mostly attuned to women of this age, middle class, familyoriented
Median age: 40 years old (Loopnet)
Median income (5 mile radius): $62,803 (Loopnet)
Residential area evaluation: Housing area
Median housing price: Median house or condo value in
Perrysburg: $196,105 (Perrysburg, Ohio)
Family size: Average is 2 to 3 people
School district: Perrysburg High School
Mall characteristics
Age of mall: 10 years
Setting of the location: Suburban
o Includes apartment complex
o Local pool
Common places evaluation: Plenty of stores for women of the
same demographics

13 | H a l e

o
o
o
o

Francescas
New York & Company
Loft
FiddleStix Boutique and Gallery

Events calendar

Sandastic!
Christmas tree lighting
Big Bug
Hot Air Balloons
Events at the Hilton Garden Inn
o Bring international business
o Fits Hales demographic

Malls customer services

Security
Wheelchair accessibility
Failures or disappointments:
Andrew Z restaurant
Outdoor location
o Rain
o Snow

References
(n.d.). Retrieved April 23, 2014, from Loopnet:
http://www.loopnet.com/xNet/MainSite/Listing/Profile/ListingDemog
raphics.aspx?LID=18421354&PgCxtGuid=33923412-1562-4ea3-8ba0c488b9ffb511&PgCxtFLKey=&PgCxtCurFLKey=ProfileSE&PgCxtDir=Down
Perrysburg, Ohio. (n.d.). Retrieved from City Data: www.city-data.com

14 | H a l e

Location of Hale in
Levis Commons
Location in Mall where Hale will be located: Coldwater Creek

Coldwater Creek is going out of business

Appeals to same target market
Closer to the entrance of Levis Commons
Great location
Customer familiarity

Why Space is Available: Coldwater Creek is going out of

business. The company filed bankruptcy in April 2014
(InfoGroup, 2014).
Square footage of Store Space: 1,800 (InfoGroup, 2014)
Previous Location Sales Volume: $4,268,000 (InfoGroup, 2014)

Reference
InfoGroup. (2014). Retrieved from Reference USA: http://0www.referenceusa.com.maurice.bgsu.edu/UsBusiness/Detail/Tag
ged/1c2fcae5c68a4f60b208b7fa0b339fc9?recordId=395681802

15 | H a l e

16 | H a l e

Marketing/Promotions
Levis Commons Web Site (The Town Center at Levis Commons)

News
Events
Information
Deals

Levis Commons Social Media

Twitter
o @Levis Commons
Facebook
o 5,909 likes
o Rating of 4.4 (432 ratings)
o Photos
o Events
o Special Sales
o Information
Pinterest
o The Town Center at Levis Commons
o Photos of local events
o Photos from outfits from stores
Instagram
o Photos of local events
o Photos of outfits from stores
YouTube
o Videos of events in Levis Commons
o Videos of stores and locations
Events for Promotion and Guerilla Marketing
Organized runs at Second Sole
o Thursdays
o 6:30pm
o Sign up at Hale
Survivor Pancake Breakfast
o May 10
o Bar Louie
o Giveaways
Making Strides Against Breast Cancer 5K

17 | H a l e

o Walk/Run
o May 10; 8:30am-10:30am
o 50/50 raffles
o Giveaways
o Sign up at Hale
Serenity Farm 2K/5K
o May 17
o Family event
o Giveaways
PGT Tournament
o May 30
o The Epilepsy Center's Annual Practically a Golf
Tournament
o 50/50 raffles
Sand-Tastic
o Family fun
o June 27 & 28
Art Fair
o End of August
o Largest revenue day for businesses in Levis Commons

Promotion Outlets for Target Market

Radio
Television
o 13ABC Health Segment
MyFitnessPal
o Rewards
Loyalty
o Discounts
1% off for every mile you walk/run: 1 month
For each sport/exercise that you do, receive 10%
off for that apparel category
Printed Media
o Toledo City Paper
o Buzz Book
o Toledo Blade
Reference
(n.d.). Retrieved April 15, 2014, from The Town Center at Levis
Commons: www.shopleviscommons.com

18 | H a l e

Bibliography
(n.d.). Retrieved April 23, 2014, from Loopnet:
http://www.loopnet.com/xNet/MainSite/Listing/Profile/ListingDemog
raphics.aspx?LID=18421354&PgCxtGuid=33923412-1562-4ea3-8ba0c488b9ffb511&PgCxtFLKey=&PgCxtCurFLKey=ProfileSE&PgCxtDir=Down
(n.d.). Retrieved April 15, 2014, from The Town Center at Levis
Commons: www.shopleviscommons.com
InfoGroup. (2014). Retrieved from Reference USA: http://0www.referenceusa.com.maurice.bgsu.edu/UsBusiness/Detail/Tagged/1c
2fcae5c68a4f60b208b7fa0b339fc9?recordId=395681802
Perrysburg, Ohio. (n.d.). Retrieved from City Data: www.city-data.com
U.S. Department of Commerce. (2010). State and County QuickFacts.
Retrieved from United States Census Bureau.
United States Department of Labor. (2014, February). Economy at a
Glance. Retrieved from Bureau of Labor Statistics: www.bls.gov