Jessica NuñezPresident@NunezPR

Best Practices to Drive New Store Success

Nuñez PR Group, Copyright 2014

New Store Opening Goals

• Generate maximum awareness• Engage customers in a big way• Streamline marketing efforts • Change perceptions

Nuñez PR Group, Copyright 2014

Brand Solutions

• Combine social media and local PR• Utilize relevant social media platforms • Center around a big idea • Garner online consumer engagement• Incentivize visits• Know what’s next

Nuñez PR Group, Copyright 2014

Brand Solutions

Driving New Store Success

Nuñez PR Group, Copyright 2014

Target Audiences:

•People who practice healthy living

•Affluent, educated women

•Professional men and women

Nuñez PR Group, Copyright 2014

Strategy:

•Implement localized Facebook campaigns

•Establish SM engagement and word-of-mouth

•Secure features with top-tier media/influencers

•Invite media/online influencers for lunch

Nuñez PR Group, Copyright 2014

Results

Nuñez PR Group, Copyright 2014

Local Market Results

• +6.2M geo-targeted FB impressions• +4.7M local media impressions• 47% of entrants shared FB tab• 121% increase in fan engagement• 1,370 entrants / email sign ups• 4,247 new likes• 51% organic growth• $.50 cost per fan• 288 Foursquare check-ins

Nuñez PR Group, Copyright 2014

Key Takeaways:

The campaign, now in its third year, helps Zoës build on its relationship with local customers and drive future visits:•Existing fans fuel online campaigns•Multi-layered campaigns effectively build relationships and loyalty with local customers and drive regular store visits

Nuñez PR Group, Copyright 2014

Key Takeaways:

•Generated more than 30 million local media impressions annually

•In 2013, Zoës acquired +15,000 new Facebook fans solely through new store openings

Nuñez PR Group, Copyright 2014

Objectives:•Generate excitement and high awareness

•Educate Dallas shoppers about Belk and the meaning of Modern. Southern. Style.

•Position brand among discriminating shoppers

•Establish goodwill

Planting a Flagship in Dallas

Nuñez PR Group, Copyright 2014

Target Audiences:•Business and fashion media

•Fashion and style influencers

•Young women

•Moms and families

Nuñez PR Group, Copyright 2014

Strategy:•Generate a steady stream of publicity within: Fashion, Business, Community

•Form ties with top fashion and style influencers

•Create live fashion events

•Develop community partnerships

Nuñez PR Group, Copyright 2014

Results:

•+46 million media impressions in less than seven months

•Generated more than $125K in publicity value

•Attracted more than 2,200 media, influencers, shoppers and new Belk fans to GO events

Nuñez PR Group, Copyright 2014

Nuñez PR Group, Copyright 2014

Q&A