Denni Abrahan | Asha Gissendanner | Emily Kraut | Kyle Santillo | Zachary Stewart | Margaret Zorrilla

by
L ife
SWOT ANALYSIS

STRENGTHS

Convenience
Reliability
Variety of products and brands
Good quality products

WEAKNESSES

Busy during holidays

Associated with older demographics
Upkeep of stores isn’t consistent
Slow transition to e-commerce

OPPORTUNITIES

Seasonality
Online shopping
Partnerships with important brands

THREATS

JCPenney’s, Dillards, Kohl’s, Amazon

Online stores
Changing shopping behaviors

6
 CAMPAIGN PLAN

CREATIVE STRATEGY STATEMENT

Campaign will target bright young professionals seeking to reflect their lifestyle
through quality products and position Macy’s as the store that has it all.
A representation of life through Macy’s will convince them.

ADVERTISING PLAN

KEY FACT | Macy’s brand has been perceived as a department store for older
demographics but research shows that Macy’s current consumers’ age ranges
from 30 to 49 years old.

ADVERTISING PROBLEM | People see Macy’s as a department store for older

consumers.

ADVERTISING OBJECTIVE | To position Macy’s to a younger demographic.

TARGET CONSUMERS | Bright young professionals, ages 28 to 35,

homeowners, college-educated.

COMPETITION | JCPenney’s, T.J. Maxx, Dillard’s.

KEY CONSUMER BENEFIT | One-stop shop for quality products.

SUPPORT | Inclusive, fun, fresh.

MANDATORIES AND LIMITATIONS | Logo, slogan, URL.

Exceptions include: organic social media posts.

7
 TARGET PERSONA

A WEEKEND WITH

MADISON
A 29-YEAR-OLD TREE-HUGGER
WHO’S OBSESSED WITH HOME DECOR

Madison is the communication manager for City of San Francisco. After a

busy week, she looks forward to getting home, put on comfortable clothes
and relax with a cup of green tea. Then, she loves to collect inspiration
from Pinterest to redecorate her apartment. She loves a new style every
now and then. Something fresh, playful and bold.

Every Saturday, she loves to have breakfast at the family-owned cafe

down the street. Then, she hits the yoga studio for a 70-minute class,
followed by a energizing smoothie. Madison always has something
planned for the rest of her weekend thanks to the Facebook Events
section. She enjoys fundraising events, flea markets, food and drink
festivals, volunteering, etc.

Sundays are all about relaxing and home decor. Nothing brings her more
joy than put on some old jeans and start painting walls, frames, chairs
or cabinets with some cool design she looked up in Tastemade Home or
YouTube. After arts and crafts, she’s ready for some lunch from Tropical
Smoothie Cafe—delivered by Uber Eats. She also likes to watch some
Netflix while having lunch and keep up with her favorite shows like
House Hunters and Project Runway.

To wrap up the weekend, she checks her finances online to keep track of
her spendings. When she does shop, she signs up for loyalty programs to
receive coupons or deals for future purchases. She saves tons of coupons
throughout the week on her iPhone Wallet. When her numbers are looking
good, she loves to redeem those coupons in department stores where can
get a little bit of everything—for her house, closet, friends, and family.

8
 DMAs

1
3

5
2

DENVER, CO CHICAGO, IL
NIELSEN RANK 17 NIELSEN RANK 3

SAN FRANCISCO- WASHINGTON, DC NEW YORK, NY

OAKLAND-SAN JOSE,CA NIELSEN RANK 8 NIELSEN RANK 1
NIELSEN RANK 6

EACH OF THESE FIVE DMAs DEMONSTRATE

HIGH DENSITY OF BRIGHT YOUNG PROFESSIONALS.

BRIGHT YOUNG PROFESSIONALS

SEGMENT DENSITY BY HOUSEHOLDS.
esri.com/tapestry

9
 PUBLIC RELATIONS PLAN

RESEARCH

• Bright Young Professionals get most of their information online (Tapestry Segmentation 2018).
• In 2018, 42 percent of people, ages 30 to 49, visited Macy’s in the past 12 months (Statista, 2019).
• Bright Young Professionals spend most of their money in apparel, food and housing (Esri, 2018).

GOALS

To b r i n g a youn g e r d e m o g ra p h ic to M acy ’s sto re s and re -f rame pe rce pti o ns towards the store.

OBJECTIVE

By the end of seven months, Bright Young Professionals will consider Macy’s as their one-stop store.

STRATEGIES

Attract Bright Young Professionals to an interactive

retail experience with Macy’s in-store events,
making shopping more accessible and fun.

Introduce the audience to a relatable

figure who advocates for Macy’s brand.

TACTICS

• Pitch to media outlets about PR events, spokesperson and other details.

• Press releases and press kit to media outlets.
• Interview opportunities and other materials (b-roll, photos) to the media.
• Feature stories in online media outlets such as Cosmo and GQ.
• Press Junket during the first five PR events, including Macy’s CEO, spokesperson
and store managers.

16
 PUBLIC RELATIONS PLAN
TACTICS PLAN

Today, Macy’s is perceived as a department store for older audiences. Our goal with this PR plan is
to show Bright Young Professionals that Macy’s should be their go-to place thanks to the variety of
products and great quality—especially for their homes and closet.

PITCH E S

After the busy holidays, we will pitch to

Tastemade Home, Cosmo and GQ:
• Insights about the PR events—interactive retail experience
• Interview opportunities with the spokespeople
Pitching will start in January and end in February.

PRE SS RE LE AS E S

Sent from mid-January to end of April, sharing information

on the press junket, PR events, spokespeople and activities—
building momentum to the second round of PR events.

FE AT URE STO RIE S

Advertorial feature stories will start running two weeks after the PR events start
on magazines like Cosmo and GQ:
• Guests shopping on interactive screens during the PR event
• Q&A feature story about Orlando Soria, spokesperson at our PR event in San Francisco

ESPERSON
PO K |@
|S m
A
RI ro
r
O
la
S

n
O

do
ND

so
A

ria
ORL

HOUSE”
INTE

Y
EM
RIO

US
R
DE

O
SP
SI

N
G

ER “U
,W S
RIT T V’
ER HG
A N D H O ST O F

17
 PUBLIC RELATIONS PLAN

PRE SS J UNKE T

Press junkets will happen during the first five PR events from March to mid-May.
Macy’s CEO, store managers and five different spokespeople (one per DMA) will be
present to interact with guests and media.

PR E VE NTS

A total of ten PR events will happen from March to July—two events

per month in different DMAs, two weeks apart. The events will take
place in each DMA twice at Macy’s stores.

• Sign-up will be required for guests to enter the event area. Tablets will be available to collect their
personal information—especially their email.

• Guests will have the opportunity to customize outfits and even entire rooms using interactive screens.
The screens will actually show products that are in stock at the stores, facilitating an immediate purchase.

• Relatable influencers (five per event) will participate as spokespeople.

• Media will be allowed to interview every spokesperson at every event. An entire press kit, including b-roll
and photos will be provided to the media beforehand.

• A the end of each event, guests will receive a small gift bag with coupons, product samples and more.

18