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This plans book was prepared with assis-tance from the Labovitz School of Business and Economics, the School of Fine Arts, and the UMD Center for Economic Development.

We would like to state our gratitude for the following people who guided us through this process.

Thank You

Our professors, John Kratz and Janice Kmetz, for leading us through this learning experience

Jim and Leanne Joynes for allowing us to gain real world experience through creating an Integrated Marketing Communications Plan for their business

Jim Vileta for assisting with research and providing us with helpful resources

Pat Campanaro, our CED business consultant, for sharing her knowledge, insights, and experiences with us

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Marketing Team Katelyn Wendt, Alexandria Perella, Laura Ichimura

Design Team Mary Ahlberg, Jesse Reemtsma, Megan Ahlberg

Presentation Date May 6th, 2015 at 4:00 p.m.

3We believe that forming a successful break-through pro-motion begins with creative ideas, resourceful individuals, and cutting edge techniques. With these elements present we will shape a consistent and successful promotional campaign that is sure to deliver.

Philosophy Statement

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Team Photo

Philosophy Statement

Table of Contents

Executive Summary

Business and Communication Objectives

Internal Factors

External Factors

Competitive Analysis

Current Brand Character and Tone

Ideal Brand Character and Tone

Positioning and Market Segmentation

Primary Target Market

Secondary Target Market

Key Message

Communication Strategies

Branding Options

Email Marketing

Billboard Advertisement

Instagram

Facebook & Twitter

75th Anniversary Press Release

Newsletter

Budget Estimates

Timeline

Final Recommendations

Bibliography

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Executive Summary

An Integrated Marketing Communications Plan is a clear map of all the traditional and nontraditional marketing and media channels of an organization. When each approach is used in a seamless style that reinforces the organizations key message, an unbeatable customer experience is created.

Our clients asked for us to increase their profits, give them structure, and be creative. After much research, we have discovered Joynes target audience. We also designed a new brand image and developed a strong promotional mix. Our Integrated Marketing Communications Plan is a critical tool for Joynes future success including better brand awareness and ultimately more sales.

Integrated Marketing Communications Plan

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Increase customer traffic by targeting new customers as well as increase current customer transactions. Also, make the website the base of their internet presence.

Business and Communication Objectives

Business Objectives Communication Objectives

Increase awareness of the store and provide information by utilizing a strong social media presence with a consistent logo and brand image.

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Joynes was established in 1941 and is a trusted family business

Joynes has a wide variety of products at a wide range of prices

Internal Factors

Internal Strengths of Joynes

Internal Weaknesses of Joynes

Closed on Sundays Outdated and old fashioned feel Store has overwhelming cluttered feel compared to competition

No consistency in advertisements, logo, or tagline Do not specialize in anything particular Lacks the northern experience customers seek

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Joynes has a great location in the heart of Grand Marais and is just feet away from Lake Superior Joynes gets a lot of business during the summer tourist season

External Factors

External Strengths of Joynes

External Weaknesses of Joynes

Lack of tourists and overall business during the winter months Joynes depends on tourists Environmental factors can affect business

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Located .20 miles from Joynes Opened in 2010 On the East Bay in Grand Marais They target their audience using their website, Facebook, and Instagram

Competitive Analysis

Direct Competitors

Lake Superior Trading Post Stone Harbor Wilderness and Supply

Indirect Competitors

Gunflint Mercantile Arrowhead Pharmacy

Key benefits, positioning, and messages

Lake Superior Trading Post

Located .05 miles from Joynes Opened in 1971 A Grand Marais Shopping Experience They target their audience using their web-site, Facebook, Twitter, and newsletters

Stone Harbor Wilderness and Supply

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Enter a customer, leave a family member.Facebook

Current Brand Character and Tone

This is what people have to say about Joynes Department Store and Ben Franklin

You need it: they have it!!! Open year round!TripAdvisor

Tradition. TripAdvisor

This place is a must see. If they dont have it no one else does.Yelp

Unique Store, Fun to ExploreTripAdvisor

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Joynes is a family owned and operated store that was established in 1941. Joynes is centrally located in Downtown Grand Marais just feet from Lake Superior and the iconic lighthouse. We would like Joynes to be viewed as a northern destination and landmark. Joynes customers are buying a traditional northern shopping experience. Since Joynes has an established history in Grand Marais, being viewed as a must shop destination is fitting.

Ideal Brand Character and Tone

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Our ideal goal is to position Joynes as a destination and landmark in Grand Marais. A place that when people hear

Grand Marais they automatically think of Joynes. Ideally Joynes will be viewed as a store people cannot pass up if they are in or near Grand Marais. Based on our ideal posi-tion, we have decided to implement the tagline Explore Our Store.

Positioning and Market Segmentation

Current Position

Joynes positions themselves as a store that has everything and anything one may or may not need. Joynes is filled with items ranging from flannels and blankets to childrens toys and health and beauty items. Their current tagline is

No Ordinary 5 & Dime.

Ideal Position

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Peter Nelson is 44 years old and was raised in Duluth, Minnesota. After going to college and meeting his wife in the Twin Cities, Peter settled in North Branch, Minnesota. Peter and his wife of 17 years have two kids ages 12 and 15. Peter makes $60,000 per year working for a small accounting firm. Peter enjoys hiking, golfing, and watching sports. Every fall Peter, his wife, and their dog take a weekend trip to the North Shore stopping in Duluth, Two Harbors, and Grand Marais. During their annual vacation, Peter and his wife stop at local restau-rants, visit state parks, sightsee, and shop. Every trip Peter buys a new pair of slippers as well as souvenirs for his kids.

Primary Target Market

Tourists traveling from the Midwest and within Minnesota

Age: 45 to 54 years old Yearly Income: $61,800 Birth Era: Generation X Jim described Midwest travelers being, outdoor wannabes

Persona

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Age 55 64 years oldYearly Income $42,175 $49,198Birth Era Baby Boomers

Secondary Target Market

Barb and Donald Anderson have retired and bought a home north of Grand Marais this past year. Barb and Donald are ages 60 and 63 respectively. They both view traveling as a necessity and are always looking to have fun. Once a week Barb and Donald take their red 1965 Mustang to Downtown Grand Marais to eat brunch and take a stroll along Wisconsin Street. Barb often pur-chases decor for their new home as well as other common household necessities. Donald browses for books and magazines to occupy him during his free time. While shopping, both Barb and Donald look to get the most value for their money.

Those living in and around Grand Marais

The following are statistics from a 20 miles radius around Joynes

Persona

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Joynes is for the north shore explorer and community locals who value family tradition and a special shopping experi-ence. Joynes provides a small-town experience with a wide range of quality products.

Key Message

We want our target audience to view Joynes as a north shore destination. Whether its a customers first time in Grand Marais or theyre a community local, we want each customer to leave Joynes with a positive one of a kind experience.

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This tagline highlights Joynes longevity, uniqueness, and does not expire

Communication StrategiesTagline Options

Explore Our Store

This tagline embraces the common exploring and adventure interests of customers

We Are Grand Marais

This tagline attracts people to Grand Marais and Joynes by making it a destination

75 Years of Extraordinary

This tagline highlights Joynes longevity and is a spin off of their current tagline Not Your Ordinary 5 & Dime

This tagline could also be used for a 75th anniversary celebration or promotion

Extraordinary Since 1941

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Franklin Gothic (Condensed)

ABCDEFGHIJKLMONPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890

Adobe Calson ProABCDEFGHIJKLMONPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890

Branding Options

Font Options

Option 1Mary Ahlberg

Color Palette

15 100 90 10

CMYK

2 98 87

RGBPMS

0 0 0 100 35 31 32

186 C

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Branding Options

Option 2Megan Ahlberg

Fonts Options

Franklin Gothic (Condensed)abcdefghijklmnopqrlstuvwxyz

Caslon 540 (Roman)

ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

Color Palette

CMYK RGB

15 100 90 10 160 0 16

PMS

0 0 0 100 35 31 32

186 C

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Franklin Gothic

Color Palette

ABCDEFGHIJKLMONPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890

Branding Options

Font Options

Option 3Jesse Reemtsma

0 100 96 0

CMYK

237 28 40

RGBPMS

0 0 0 100 35 31 32

185 C

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Measurement

We recommend collecting emails at checkout in store and eventually online Join Our Email List is crucial for Joynes website Social media sites and contests can also be used to collect emails

Email Opportunities Welcome to email list Quarterly newsletter 75th anniversary celebration Other promotions or product highlights

Email MarketingTiming

It is best to send emails on Tuesday, Wednesday, or Thursday On Mondays people are often flooded with emails from the weekend Weekends tend to have low open rates Emails sent between 12:00 pm and 8:00 pm have the highest open rates According to MailChimp 2:00 pm is the optimal send time We suggest sending emails bi-weekly to maintain a constant presence in your customers inbox

Constant Contact is a great resource for email marketing. They allow businesses to track opens, clicks, and forwards. Constant Contact is also a great email template and list growing resource.

Email List Growth

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Billboard Advertisement

Suggested Billboard CompanyLAMAR

The cost for a billboard between Hinckley and Duluth ranges from $695 to $2500 for four weeks. Yearly contracts are available. Seasonal contracts can be bought for an addi-tional 20% cost.

Cost

Benefits

Targets a large and diverse market Increased frequency of consumer exposure to brand Billboards have a strong visual effect boosting compa-nies reputations and product images

Explore Our

Store!

Grand Marais,MNjoynesbenfranklin.com

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Instagram is great way to visually send your message and engage customers. Instagram users are 58 times more likely to like, comment, or share a brands post than Facebook users and 120 times more likely than Twitter users. Using hashtags as well as sharing your Instagram posts on other social media sites is important. Instagram is a great way to get in touch with your future target market since majority of users are young adults. With the increasing availability of internet in Cook County, Joynes has the potential of becoming a social media trendsetter for the area. Included is a representation of what a poten-tial Instagram page for Joynes could look like and useful Instagram statistics.

Instagram

18-29

37%

18%

6%

30-49

(age of users)

50-64

57% of Instagram Users Access the Site DAILY

17% of All Online Adults Use Instagram

35% of Instagram Users Access the Site Multiple Times A Day

instagram users are split almostequally with 50% of users on each Android and iOS devices.

The Average User Spends 257 MINUTES A MONTH on the site

68% of Instagram Users are FEMALE

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Twitter users are more likely to buy from brands they follow by 64% You can use Twitter to understand trends in your local area and connect with others Hashtags are a great way to connect with others

Twitter

Our Suggestions

Make a clear and simple twitter name Your profile picture should be 73 X 73 pixels Keep messages short as tweets are limited to 140 characters Aim for quality posts not quantity Show your appreciation for customers with retweets and favorites

Reasons to use Twitter

Continue to post local news on Grand Marais but try also adding some of Joynes products to keep customers engaged in your store. Look into which posts resonate best with your customers by using Facebooks analytical tools.

Facebook

Keeping your Facebook paged updated will help keep your customers engaged in your business. It is important to con-tinue to post new and interesting content. Facebook has many advantages like being able to interact directly with customers and you are also able to find potential customers and fulfill their needs. Facebook also gives you the ability to measure the success of certain posts and its an affordable way to promote your store.

Our Recommendations

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Joynes is celebrating their 75th anniversary on December 7th, 2016. Falling on a Friday, Joynes has endless opportunities when it comes to celebrating this milestone. Many businesses host celebration events, customer appre-ciation specials, and most importantly take advantage of their opportunity to promote their business.

Our Suggestions

Engage social media followers and share Joynes story Host an event or in-store special Reach out to local media outlets to tell Joynes story

We have contacted Northlands News Center and theyd love to run your story Use the tagline 75 Years of Extraordinary

75th Anniversary Press Release

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Newsletter

We recommend sending out a seasonal or quarterly news-letter. The Experience can be distributed via email, website, and mail. The newsletter can also be placed in the store as a flyer. Purposes of the newsletter include the ability to tell Joynes story, feature products, and promote local events to draw people to Grand Marais. Overall, a newsletter will enhance the customers shopping experi-ence and create a lasting relationship.

Measurement A good way to measure if the newsletter is effective is to include a coupon or a mention you saw this newsletter and get 5% off your next purchase type of ad in the news-letter. Coupon redemptions are a measurable variable and can be helpful when setting future goals.

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Newsletter: $2,475 per 5,000

Budget Estimates

Joynes marketing budget is 5% on annual sales. We were given the budget of $110,000. Below are the budget costs and a breakdown of monthly and quar-terly costs as well as pie charts representing a low and high- end budget.

Email marketing: $45 Social Media: $0 Billboard (Every 4 weeks): $965-$2500

Monthly costs

Quarterly cost

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Timeline

Joynes should create a content calendar with a daily or evenly hourly breakdown of promotional activities and posts. Including the specific content on the calendar will help make this process easier. Included is a monthly pro-motional mix timeline.

January Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard

February Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard

March Bi-Weekly email marketing Update social media sites 3 to 4 times a week Quarterly newsletter Billboard

April Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard

May Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard

June Bi-Weekly email marketing Update social media sites 3 to 4 times a week Quarterly newsletter Billboard

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July Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard

August Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard

September Bi-Weekly email marketing Update social media sites 3 to 4 times a week Quarterly newsletter Billboard

October Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard

November Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard

December

Bi-Weekly email marketing Update social media sites 3 to 4 times a week Billboard Quarterly newsletter

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Given the amount of budget remaining, we recommend hiring a LSBE marketing intern to help implement your Integrated Marketing Communications Plan.

Final Recommendations

Make sure all your promotional items (posters, news-letter, emails etc.) contain all social media names and handles.

Continue revamping your store to attract a younger crowd since they are your future target market.

There are more than 100 million daily active mobile users.

Last year mobile media consumption surpassed online for the first time.

Continue working with your technology consultant on improving your website. Make sure your new web-site tells your story, provides useful information, and is adaptable for mobile devices.

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Bibliography

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