Kohl’s Social Media Promotional Plan November 20, 2013

1. Kohl’s Social Media Promotional PlanNovember 20, 2013 Vanessa Lovan and Sara Phillips

2. Mission Statement • To be the leading family-focused, value-oriented, specialty department store offering quality exclusive and national brand merchandise to the customer in an environment that is convenient, friendly and exciting.

3. About Kohl’s • Headquarters in Menomonee Falls, Wisconsin • Fortune 500, #146 • Expect Great Things • Known for… • Satisfactory customer service • Trust • Loyalty

4. SWOT Analysis a. Strengths i. Balanced brand mix ii. Robust distribution network iii. Strong profitability b. Weaknesses i. Weak presence in key markets ii. Low comparable store sales growth c. Opportunities i. Store expansion ii. Growth in private label products d. Threats i. Industry consolidation ii. Increasing rental rates iii. Weakening consumer spending

5. Kohl’s Promotional Plan: Part 4 • 1. Objective • a. Increase menswear sales by 5% corporate wide, by the end of six months, ending May 31st, 2014. • b. Increase sales in select stores to reach Kohl’s overall sales quotas within 12 months. • 2. Strategies • a. Kohl’s will be using the social media aspect of Pinterest to communicate and release new menswear that will be coming out in the next season. Pinterest will be a great way to reach the target market because some women have a say in what their significant other wears. • b. Kohl’s will also be using Facebook as another social media

6. 1. Set date & time & theme for sales and special event a. Theme: Father/Son Challenge b. April 19, 2014 1p.m. – 5p.m. c. Sales: April 14, 2014 – April 18, 2014 2. Get a hold of Tony Hawk for a celebrity appearance a. November 27, 2013 b. Skateboard and meet/greet 3. Brainstorm advertising a. Advertising: Create coupons and scratch off designs, commercials, and website and social media sites (December 1, 2013) 4. Send out press release a. Send out on March 22, 2014 5. Send out coupons a. Send out on April 5, 2014 6. Create sale necessities (scratch offs, coupons) a. Send ideas to printing company on March 1, 2014 7. Get a venue, catering, and DJ a. Get venue confirmation by November 20, 2013 b. Venue: Milwaukee Four Seasons Skatepark c. Catering: Saz’s Catering d. DJ: All American DJ Service 8. In store coupon sale a. Starting Monday the 14, there will be 10% off then each day after 5% will be added on. The coupons will be sent in the mail and on social media advertising skateboarding event and the sale. 9. Scratch offs a. Scratch offs will be given to the customer after each purchase, for every $5 you get one scratch off ticket. There will be 10 winners and whoever wins will get a meet and greet with tony hawk. 10. Event a. Food and refreshments will be served b. Tony Hawk will be skating all day c. Meet and Greet d. Games and dj all day e. Raffle tickets will be sold for prizes like, ipad, gift cards, and more electronics f. Booth with tony hawk line of clothing

9. Kohl’s Corporation For release: 22/3/2014 3737 S. 27th St. Milwaukee, WI 53221 Contact: Sara Phillips Phone No: (920) 948-7865 KOHL’S FATHER/SON CHALLENGE Kohl’s will be having a Father/Son Challenge day on April 19th, 2014 at the Milwaukee Four Seasons Skate Park for Kohl’s supporters and consumers in the Metropolitan City of Milwaukee. This event will be held from 1p.m. to 5p.m. and will be filled with many prizes and challenges for the fathers and their sons. Admission at the door will cost $10 for adults 18 and older and kids 18 and under will be $5. Kohl’s will also be hosting a meet and greet for fellow fans of, famous skateboarder, Tony Hawk. This event was put together by Kohl’s to benefit The American Cancer Society and the Milwaukee Affiliate of Susan G. Komen for the Cure, which all proceeds will go towards. MORE Father/Son Challenge At the event, pro skateboarder Tony Hawk, will be skating and doing a meet and greet. Ten lucky customers will get to meet Tony Hawk by scratching a ticket presented by a Kohl’s cashier. One ticket for every $5 spent will be given. In addition to the scratch off, customers will be able to use coupons distributed in Kohl’s weekly ad and on Kohl’s website and Facebook. Starting Monday, April 14, 2014, a coupon for 10% off entire purchase will be available. Then, everyday, the percentage discount will go up 5%, ending with 25% on Friday, April 18, 2014. Saz’s Catering will be catering the event with a selection of sandwiches and refreshments for guests to enjoy at a low cost. All American DJ Service will be providing music throughout the day, as well as games for both father and son to play. Raffle tickets can be purchased for a chance to win prizes including an iPad, gift cards, and more. Tony Hawk will also have a booth set up with a selection of his clothing line, sold at Kohl’s, for purchase.

10. In Conclusion… • Kohl’s is a way for middle class families to buy high quality apparel at low prices. Men’s apparel do not sell as well as women’s and we wanted to change that. By having this event we think that men will want to buy their clothes from Kohl’s since we are trying to involve them more. We also wanted to increase the sales in stores that aren’t doing as well. By having these coupons, consumers will want to come back and see what other events and promotions this particular store will be having.