Integrated Communications:How to Reposition an

Organization

What We Inherited• NRF Foundation is 501(c)(3) arm of National Retail

Federation• Created in 1980s, funded largely on grants• Focused primarily on certification and training programs• Needed to adapt to new retail realities and challenges

In June 2012, 80% of NRF members didn’t even know the NRF Foundation existed.

RESULTS FROM NRF FOUNDATION SURVEY, JUNE 2012

The perception that retail jobs do not offer long-term career growth or financial opportunities.

Increasing competition for the best talent with other industries like financial services, health care and technology.

The view that retail does not offer work/life balance.

The belief that retail is only for people who want to work in sales.

Difficulties finding enough skilled workers with specific backgrounds or education in growing, important areas like e-commerce, IT and analytics.

The thinking that retail jobs are not good options for women or minorities.

The perception that retail is not growing or performing well in the current economy.

0 1 2 3 4 5

3.58

3.77

3.74

3.08

3.6

2.16

3.2

4.19

3.86

4.08

3.81

3.47

2.64

3.53

UniversitiesRetail Executives

What issues do you feel retailers are facing in talent recruitment and retention?

[Rate 1-5 with 1 being 'Not a Challenge' and 5 being 'Significant Challenge']

Which of these initiatives do you view as the most important for the Foundation over the next several years?

1. Promote retail as a powerful contributor to the U.S. economy. Demonstrate that retail jobs are “good” jobs with long-term professional opportunities and financial potential.

2. Position the retail industry as a viable career to young people, both in high school and in college.

3. Work collaboratively with retailers and universities to identify and address industry talent shortages.

4. Create and/or compile research on industry facts.

WHAT WE DID ABOUT IT…

The NRF Foundation: Shaping Retail’s Future

• Building awareness through statistics and stories

• Developing talent through education, experiences and scholarships

• Fostering career growth of people who work in retail

Within One Year, We Wanted To…• Create content to interest millennials• Bring students to retail, and bring retail to

students• Dramatically increase university and

student engagement

CREATE CONTENT TO INTEREST MILLENNIALS

BRING STUDENTS TO RETAIL (& BRING RETAIL TO STUDENTS)

INCREASE UNIVERSITY AND STUDENT ENGAGEMENT

WE DO NOT:

• Want to compete with your education, curriculum, or training.

• Exist to promote your school or program over others.

• Limit partnerships to retail centers or retailing majors.WE DO:

• Constantly look for opportunities to showcase retail careers and career paths – to both students and parents.

• Believe that all college students, regardless of major, can be successful in retail.

• Want to help your faculty understand current retail trends.

The Ground Rules

NRF University Membership• University-wide membership in the National Retail

Federation and Shop.org• Networking opportunities for educators• One educator pass to both Retail's BIG Show and the

Shop.org Summit ($1,450 combined value); discounted registration for students and educators

• Unlimited membership in the NRF Student Association (NRFSA) for any currently-enrolled student

• Student eligibility for NRF’s Next Generation Scholarship• Ability for students to participate in the NRF Foundation’s

Student Challenge

University Membership: $1,000/year

NRF University Members

Three Things I Learned If You Really Want to Get Things Done

1. Try things first. Tweak them later.

2. You cannot over-communicate.

3. If you really want to make change happen, it doesn’t matter who gets the credit.

Thank you!

For more info, email davise@nrf.com