Ellie Shane & Morgan Thompson

Advertising 336

Strategic Plan
SITUATIONAL ANALYSIS

History

Nordstrom, Inc. is an luxury department store chain that is headquartered in Seattle, Washington.
John W. Nordstrom and Carl F. Wallin founded Nordstrom in 1901. It originated as a high-end
shoe retailer, but eventually expanded its inventory to include accessories, clothing, cosmetics,
fragrances, jewelry, etc. Getting their start in Seattle 116 years ago, they eventually opened their
doors across the United States, Puerto Rico and Canada with about 150 stores to date.

Industry

Nordstrom has a foot in the door when it comes to department

stores. While other department stores are closing their doors
(e.g. Macys and JC Pennys), Nordstrom is due to open more
stores. With their competition depleting, there is only one way
to go, and its up. They reached an all-time high of $14.1 billion
in total sales in 2015. According to Market Force, Nordstrom is
Americas favorite fashion retailer.

Current Situation

Nordstrom improved net sales in 2016. They had a $403 increase in net sales. However, there
was a $246 decrease in net earnings. They are investing more in their company and crushing
their competition. They have a younger demographic of shoppers, with 51% Millennials. They
have a high-end department store, but also have Research Results
discount stores, like Nordstrom Rack. This draws
in more of a demographic to Nordstrom that -More than nine-in-10 Millennials would
competing retailers are not. The shopper switch brands to one associated with a cause.
demographic is getting younger and growing. In
order to attract more of this target market, -Millennials are prepared to make personal
Nordstrom will become a greener, more sacrifices to make an impact on issues they
sustainable business. care about, whether thats paying more for a
product, sharing products rather than buying,
Solar panels on Nordstrom stores or taking a pay cut to work for a responsible
Increase awareness about how giant company.
clothing retailers can be more
environmentally friendly -With 7,838 corporate social responsibility
reports published worldwide in 2014,
corporate social responsibility reporting
On the following pages, you will find information showed a sharp 30 percent rise in popularity
to support Nordstroms sustainability efforts in over just four years.
2017.

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GOAL

To show our customers that being eco-friendly is something that is so important to Nordstrom
and what measures we are taking to make their shopping experience and planet better.

OBJECTIVE:

Primary
To better promote and educate Nordstrom shoppers about the need for solar panels and eco-
friendly practices by 40 percent within the six months of implementation.
To install solar panels on three of our Nordstrom stores with the first six months.
by Dec. 31, 2017
Secondary
To install solar panels on every Nordstrom store.
by 2022

STRATEGIES

Expand social media presence to increase awareness and show what steps Nordstrom is
taking to be more eco-friendly
Create advertising to spark the interest of Millennial generation
Work closely with organizations/clubs that support eco-friendly business practices
Encourage shoppers to go green not only by shopping at Nordstrom, but in their everyday
lives.
Create and establish a shopping experience that not only benefits shoppers, but the Earth.

MESSAGES

Nordstrom fully supports the efforts to be a more eco-friendly ran business.

Nordstrom works hard to make decisions in the best interest of their customers and those
serving them.
Nordstrom rewards shoppers for helping in their going green efforts.

TARGETED AUDIENCE

Internal
Millennials
People ages 18-30
Eco-friendly conscience consumers
People who live in or near going green cities
Current, long-loyal Nordstrom shoppers
Employees
External
Prospective Millennials employees
Vendors
Media

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TACTICS

Social Media
1. Make video content about solar panels and Nordstrom
Deadline: 1 Q 2017
Owner: Social media manager

2. Our largest social campaign/push takes place during the month of April, which is
National Earth Month.
Deadline: 2 Q 2017
Owner: Social media manager

3. Promote educational programming that correlates with National Environment Education

Week (April 10-16).
Deadline: 3 Q 2017
Owner: Social media manager

Advertising
1. Partake in National Shout Out For Solar Day and its related hashtags on social media to
further educate our followers/consumers of this eco-friendly practice.
Deadline: 2 Q 2017
Owner: Social media manager

2. Place creative advertisements incorporating solar panels in Nordstroms well-known

editorial catalogue--high fashion and eco-friendly really do go together.
Deadline: 3 Q 2017
Owner: Social media manager

Special Events
1. Host an open house at one of the two Nordstrom stores that have already implemented
solar panels.
Deadline: 2 Q 2017
Owner: Social media manager

2. Host a day of shopping that 10% of all proceeds would go to an organization that benefits
eco-friendly practices.
Deadline: 2 Q 2017
Owner: Social media manager

METRICS
In order to measure if we are running a successful campaign, M.E. Media has several different
metric methods we will use.
Social Media Metrics:
o We are wanting to make a huge presence on social media. Our research proves
that Millennials are not only just a large portion of or consumer demographic, but

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 are also very aware and passionate about eco-friendly practices. Millennials are
active on all social media platforms. We need to constantly be evaluating our
social media presence with tools like Hootsuite and TweetReach. This metric will
be imperative to find if we are targeting our audience through the appropriate
channels. By keeping a close on on our social media metrics we are able to make
quick, easy changes to make a bigger impression on our audience.

Interviews and Surveys

o By tracking how our shoppers feel and their reaction to Nordstroms new eco-
friendly campaign will be crucial. We can do this by conducting interviews and
surveys. This will give us a better idea if consumers are successfully learning
about eco-friendly practices and what Nordstrom is doing to help the cause.

New Market Reach

o Nordstrom wants to reach a larger demographic within the Millennial generation.
With it already being more than half of Nordstroms market, they want to appeal
to those who dont shop at Nordstrom. By being open about the environment and
aiding to the improvement of it, more people will see Nordstrom in a different
light. If this market doesnt start shopping here, they at least approve of our goal.
This will spread a positive brand image amongst the public. Word-of-mouth will
then come into play.

BUDGET

$30,000-$50,000

Our budget includes several billboard placements in high traffic, green friendly cities. In
addition, our budget would go towards the production and placement in high-end catalogues that
we mentioned previously. We also factored in social media promotion costs.

STAFFING

The M.E. Media Agency is a youthful, creative that are bringing big ideas to life. Two best
friends, Morgan and Ellie, started M.E. Media after graduating from Iowa State University. Their
friendship and love for all things creative make them an unstoppable duo. As a leader in the
agency industry, they got to where they are by living out a work hard/play hard mentality.

Ellie Shane
President Morgan Thompson
Vice President

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APPENDIX

Section 1:

US Department of Commerce, department store sales have declined 30 percent from

$87.46 billion in 2005 to $60.65 billion in 2015.
With 7,838 corporate social responsibility reports published worldwide in 2014,
corporate social responsibility reporting showed a sharp 30 percent rise in popularity over
just four years.
More than nine-in-10 Millennials would switch brands to one associated with a cause.
Millennials are prepared to make personal sacrifices to make an impact on issues they
care about, whether thats paying more for a product, sharing products rather than buying,
or taking a pay cut to work for a responsible company.

Chart A:

Chart B:

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Chart C: