1. CATALYST
M E G H A N T U C K E R
N I C K G A D S B Y
T A Y L O R M C C A L L M A N

2. Current Position
 Positive feedback from
Lynchburg market
 Customer connection
and appreciation of
range of selection in
store
 Involved in community

4. Central Problem
 Lack of marketing which has resulted in a lack of
name recognition
 Marketing is borderline restricted to word of mouth
and Facebook
 6,000 Facebook likes
 584 Twitter followers
 928 Instagram followers
 515 Pinterest followers
 0 YouTube subscribers

5. Target Audience
 Females
 Age 18-26
 College Students
 Justification:
Gladiola Girls is
located within a close
range of multiple
college campuses and
sells primarily female
clothing

6. USP
 Offers high end boutique style clothing
 One of few stores in the Lynchburg area that does so
 Appeals to target audience in style and price range
 Company offers a personal relationship feel with
each customer

7. Central Message
 To raise consumer purchases at Gladiola Girls by
20% in the 3 month campaign time range by making
use of the current best practices in public relations
today.

8. Traditional Media
 Television: shoot a 30 second ad centered on
unpretentious shopping // will run on popular
channels and local news hours
 Print: run print ads detailing the clothing line and
offering location details // will run in Lynchburg
Living, The Champion, etc.
 Billboard: design ad highlighting store info // will be
placed on Timberlake, Wards, etc.
 Social Media: regular posts across all platforms
highlighting events, promotions, and sales

9. Social Media Appeal
 Encourage follower connections via #gladiolagirls
 Monthly sweepstakes, prizes and giveaways
 Facebook voting on seasonal model challenge
 Blog links for female fashion trends and styles
 Develop YouTube presence (thought leadership)

10. Advertising via Programmatics
 Beneficial specifically for small local businesses
 Goal: get our name out and increase brand
recognition
 Make use of online search history, credit card
purchases, and demographic profiles
 Utilization of real-time bidding

11. Gamification
 Gladiola “Be Glad” Challenge
 Goal: Increase brand recognition and better store image
 Post tasks weekly on store app and social media pushing
customers to post photos across all social media
platforms
 @gladiolagirls
 #BeGladChallenge
 Submitted photos will be added to drawing
 Complete all challenges each month and enter to win
$100 gift
 Complete all challenges all 3 months and enter to win
$250 gift card

12. Technologies
 Goal: better connect the online to the offline retail
experience
 Develop smart phone app
 Utilize blog and social media links
 QR scanner
 Constantly updated list of inventory

13. Public Relations
 Goal: continue growing charitable relationships and
establish well-known presence in Lynchburg community
 Current partnerships
 Miriam’s House of Lynchburg
 The Junior League of Lynchburg
 Sponsor and purchase vendor space at local events:
 October 9th: Historic Appomattox Railroad Festival
 November 14th: 7th Annual Thomas Jefferson Wine Festival
 Build partnerships with local non-competing shops:
 Iron and Grace Fitness Studio
 Bikram Yoga Studio Lynchburg
 5th Street Art House
 Basket Case

14. Campaign Evaluation
 Did we meet the goals we set for ourselves?
 Measure customer traffic on two platforms:
 Measure sales to new customers based directly off of
gamification campaign
 Track increase in number of followers across social mediums
during campaign period
 Analyze the percentage increase the marketing
provided for the company

15. Campaign Timeline
 When: October 1-January 1
 College age girls are winding down in the semester: getting in
shopping mood, especially with holiday season around the
corner
 Ability to display new arrivals for the upcoming year
 Versatile palette for women (scarves, hats, sweaters, coats,
etc.)
 Where: Lynchburg & surrounding areas (including
college campuses)
 Aim to appeal to target audience in condensed area rather than
broaden reach due to 3 month time range

16. Recap
 Catalyst will make use of multiple best practices in
public relations in order to increase sales and
customer traffic across social media platforms for
Gladiola Girls