A Campaign Plan

for

Prepared by: Resilience PR

TABLE OF CONTENTS
LETTER OF TRANSMITTAL.......................................................................................................................................1
MEET OUR TEAM..........................................................................................................................................................2
EXECUTIVE SUMMARY ...............................................................................................................................................3
RESEARCH.......................................................................................................................................................................4
SITUATIONAL ANALYSIS .........................................................................................................................................................................4
RESEARCH QUESTIONS AND METHODS ..............................................................................................................4
RESEARCH QUESTIONS............................................................................................................................................................................4
RESEARCH METHODS AND DATA ANALYSIS .......................................................................................................................................8
Primary Research ...............................................................................................................................................................................5
Ethnographic Research ....................................................................................................................................................................6
Secondary Research ...........................................................................................................................................................................6
SWOT ANALYSIS ...........................................................................................................................................................7
AUDIENCE .......................................................................................................................................................................9
KEY MESSAGE PLATFORM ........................................................................................................................................9
GOALS AND OBJECTIVES ........................................................................................................................................ 10
OBJECTIVE 1 ....................................................................................................................................................................................... 11
OBJECTIVE 2 ....................................................................................................................................................................................... 12
OBJECTIVE 3 ...................................................................................................................................................................................... 13
OBJECTIVE 4 ...................................................................................................................................................................................... 14
EVALUATION .................................................................................................................................................................................... 15
BUDGET ............................................................................................................................................................................................... 17
TIMELINE ........................................................................................................................................................................................... 18
APPENDIX A....................................................................................................................................................................................... 20
APPENDIX B ....................................................................................................................................................................................... 25
APPENDIX C ....................................................................................................................................................................................... 29
APPENDIX D....................................................................................................................................................................................... 32
Letter of Transmittal
Resilience PR
Illinois State University
Normal,IL 61761
(309) 538-1228
ResiliencePR@rpr.org
May 5, 2018

Dear Miss Vericella,

Our team here at Resilience PR would like to present a detailed public relations campaign plan for gigi
BOTTEGA. Our goal for your boutique is to boost awareness, engagement, and sales of the store within
the local women 22-45 (Millennials and Generation X). Our focus is on the relationships that are being
built not only with your clients, but your employees as well. It is our mission to ensure that when
professional women in the Bloomington-Normal community think about high quality shopping, they
think of gigi BOTTEGA.
Our public relations campaign book includes findings from multiple forms of research that we used to
form strategic plans, an analysis of current strengths, weaknesses, opportunities and threats that may
play an important role to the success of the boutique, as well as key messages. Lastly, we have provided
a detailed timeline, budget, and calendar that we will use to help implement the strategies and tactics of
our campaign.
If accepted, we look forward to working hand-in-hand with not only you, but the gigi BOTTEGA family to
ensure the success of your store. We have worked diligently to create a campaign that can be
implemented to reaffirm the potential success we see in gigi BOTTEGA. We look forward to pitching our
ideas and campaign to you. Thank you so much for your time!
Sincerely,
Resilience PR Team

1
 Meet the Team

Khia Donald
Amber Blacke Kamara Turner

Danny Vertuno Emily DeLeon

LaShaun Shipp

2
 Executive Summary
Located in the heart of downtown Bloomington, gigi BOTTEGA is one of the few boutiques
in the Bloomington-Normal area that carries an array of different styles for today’s
professional woman. gigi BOTTEGA is focused on being an establishment where
professional women want to shop knowing they will get quality clothing. Although gigi
BOTTEGA has a style of its own, they are facing the challenges of a lack of awareness,
engagement, and sales throughout women between the ages 22-45.

This public relations campaign is intended to help gigi BOTTEGA enhance the experiential
culture of the store. Our aim is for gigi BOTTEGA to be known for giving an exceptional
shopping experience. This will be accomplished by understanding the situation at hand in
order to create ideas and opportunities for growth. Next, these possible opportunities for
growth will be developed through planned strategies and tactics. Objectives, a suggested
budget, and a timeline have been created to help with the execution of this plan. Our
campaign will achieve:

• Stronger internal communication

• Increased foot-traffic
• Increased awareness among Millennials and Gen X women
• Stronger client loyalty

In order to achieve these objectives, we created personable tactics to transform in-store

operations. A few of these unique tactics are restructuring the design of the store, stylists,
and distinct training tools.

This campaign will serve as a guide to carry out the many strategies and tactics to attain
these objectives. All hired or current employees should be knowledgeable implanting the
campaign in order for gigi BOTTEGA to be successful and thrive in the Bloomington-Normal
community.

3
 Research
Situational Analysis
gigi BOTTEGA is a clothing boutique that provides contemporary clothing to the everyday
professional woman. gigi BOTTEGA Bloomington opened its doors in October of 2009 and
the Evanston location followed in July 2011. This boutique specializes in trendy fashion at a
reasonable and affordable price. gigi strives to provide a welcoming experience for all of its
clients to ensure they are wearing the most in-style fashion trends. This is not only limited
to clothing but also accessories and shoes that are unique to every client’s style.
gigi BOTTEGA’s current situation is that there is a lack of online and offline awareness,
engagement and sales among women in Bloomington-Normal.
The overall goal of this campaign will be to boost the awareness, engagement, and sales of
the store through focusing and expanding on the two most important relationships--its
clients and its employees. gigi BOTTEGA embraces the importance of providing a
welcoming experience for everyone who walks through its door. This campaign will sustain
this through improving internal communication, revising gigi’s in-store experience,
boosting client loyalty, and engaging gigi’s audience online.

Research Questions & Methods

To understand how to approach the objectives and strategies of our campaign, these were
the areas that need to be researched:
• Shopping habits of Millennials and Generation X women
• The correlation between fashion trends and social media
• The relationship between an in-store experience and sales

Research Questions
What makes a successful boutique?
What makes a women’s boutique inviting?
What is the primary social media platform utilized by women of Millennial and Generation
X women?
What do Millennial and Generation X women want from shopping experiences?
What will make shopping easier for busy women?
What kinds of shopping do Millennial and Generation X women partake in most?

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Research Methods, Data & Analysis
Primary Research
Surveys: A five question survey was distributed to 15 women aged 22-27 (Millennials)
about their awareness of boutiques in the community and their social media habits. We
administered another survey to patrons that walked into gigi BOTTEGA. This survey
consisted of five questions about their in-store experience at gigi. The information gathered
helped us understand where gigi BOTTEGA’s awareness stands and the shopping
preferences of our target audiences.

What boutique are you most Where do you get your style
familiar with? inspiration from?
Other forms
Apricot of social
media
Friends
Lane
21% 21%
100%
36% 21%

Instagram Facebook

Have you ever heard of gigi

BOTTEGA?
Yes
I think so
No

80%

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Ethnographic Research
Observations: Our observational research was used to understand the relationship of gigi
BOTTEGA with the local community. We utilized secret shoppers in order to gain insight on
the in-store experience. Foot-traffic was measured through observation. We gained more
research through observing the store’s operations during weekend afternoons. This
ethnographic research was important for the campaign because of the experiential and
relationship nature of the plan.
Interviews: We interviewed the sales associates who work at gigi BOTTEGA. This allowed
us to understand work expectations, opportunities, and their employee relationships.
These elements were essential for creating internal communication strategies for the
campaign.

Secondary Research
Scholarly journals were used to collect research on general shopping trends and
preferences of our target audience. This information helped us answer our research
questions.

This graph was used to

understand what Millennial
women were spending on
when it comes to shopping.
We used this research to
support our tactics related to
building stronger
relationships with our target
audience.
• Fashion focused shoppers
spent $1,277 annually
• Fit/style variety seekers
spent $701 annually

Generation X & Millennial Social Media and Online Habits:

• Generation X are frequent Facebook users (Nanji, 2017).
• Less than 20% of Generation X uses Instagram (Nanji, 2017).
• 48% of Generation Xers follow social media in general (Nanji, 2017).
• Millennials are 247% more likely to be influenced by online networking sites
and blogs (V12, 2016).

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Generation X Shopping Habits:
• Generation Xers are known to have higher levels of education (V12, 2016).
• Gen Xers want to know more about a product before they buy it (V12, 2016).
• Generation Xers favorite loyalty (V12, 2016).
• They are the most frequent shoppers once they join a loyalty card (V12,
2016).
• 65% bought items at least once a month from the stores they had loyalty
cards to (V12, 2016).

SWOT Analysis:
The SWOT analysis is an in-depth look into the strengths, weaknesses, opportunities and threats that
could potentially impact gigi BOTTEGA and its relationship with the Bloomington-Normal Community.

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 Aspects Implications Actions

The downtown A lot of local business and historical credibility Connect messaging with "cool"
Bloomington location associated with downtown location factor of downtown
is attractive to a wide
array of customers
The Bra Lab By highlighting the revolutionary style of the Pairing gigi outfits with The Bra
bra and how it embodies comfort, style, and Lab’s bras as options in
versatility while setting gigi apart from other promotions for Instagram and
typical boutiques in the  community Twitter

Strengths
Effective social media Large network already connected Continue to nurture these
presence relationships as the group
grows and build new
relationships with Bloomington-
Normal audience

Family business 76% of demographic says that they value local Narrate how gigi BOTTEGA
business (RAS News, 2016) started and the importance
of family and business
The two thrift stores that Customer traffic to these areas are not Utilize other events and traffic
are on the same street are consistent. that are taking place
attracting a target market around the boutique through
Weaknesses that is vastly different marketing promotions such as
than the target market of sidewalk sales, in-store events,
gigi BOTTEGA. etc.
Social media presence Only one person controlling all social media Implement Brand Manager role
Multiple colleges within Those schools bring younger Millennials into gigi Once target audiences are
the area BOTTEGA engaged more sales and foot
traffic conversions
Diverse, stylish, and As more women come into the store more Modify sales plan
underserved market for revenue will be made
Opportunities affordable trendy fashion

A few local options for Promoting The Bra Lab utilizes an advantage gigi Encourage clients to utilize Bra
stylish lingerie has by promoting a revolutionary bra to Lab bras with their outfits in-
incorporate with their clothes store

Competitors Customers find it more convenient to shop at the Permanent threat

mall, other boutiques or stand-alone locations
Threats
Americans spend the Less foot traffic and sales conversions at Offering more gifts and
least of their income on the store discounts to encourage clients
apparel to return

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Audience
Our primary audiences include:
• gigi BOTTEGA employees
• Women aged 22-45 within the Bloomington-Normal community
▪ The two main groups in this age group are Millennials and Generation X

Key Message Platforms

Mission
gigi BOTTEGA is on a mission to provide all women of Bloomington-Normal with dynamic,
sophisticated, and chic clothing through a welcoming boutique experience.

Vision
gigi BOTTEGA aims to assist women with expanding and establishing their own sense of
style with contemporary, sophisticated clothing at an affordable price.

Positioning Statement
Since their opening in 2009, gigi BOTTEGA has upheld the uniqueness of their brand
through a personalized and exclusive shopping experience. Located in downtown
Bloomington, gigi has continued to provide contemporary women with styles that are alive
in the sophisticated world of fashion. Along with an in-store presence, gigi BOTTEGA
provides an exceptional online presence including free shipping on all online orders. gigi is
for women who are diverse in style and showcase this expression of themselves. gigi
women are dynamic, sophisticated and chic women.

About/Value Proposition
gigi BOTTEGA Bloomington opened its doors in October 2009 and gigi BOTTEGA Evanston
opened in July 2011. Our store provides women of Bloomington-Normal with an intimate
boutique shopping experience while empowering the confidence of the contemporary
woman through dynamic, sophisticated and chic clothing. The boutique provides the latest
fashion trends in clothing, accessories, and shoes that are one of a kind. gigi BOTTEGA
assures their clients a welcoming and warm embrace in their bottega—translating to
‘boutique’ in Italian. Co-founders Gina and Jennifer Vericella support the fashion-forward
yet contemporary styles of today’s most fashionable looks and believes in everyone’s own
distinct passion for fashion.

Key Messages
• Allows women to be trendy and professional at an affordable price
• Provides an engaging styling experience

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 • gigi BOTTEGA is one of the only boutiques in Bloomington-Normal that offers
sophisticated styles
• Supplies exclusive clothing brands for the contemporary woman that help exude
confidence while being comfortable

Goals and Objectives

Our Goal
Our campaign goal will be to boost the awareness, engagement, and sales of the store
with local women aged 22-45 (Millennials and Generation X).

Objectives
Objectives, strategies, and tactics go hand in hand. All three make up a vision and are
measureable. Each objectives contains a benchmark to look at for growth and rationale.

Develop stronger internal Increase foot-traffic conversion

communication and hiring
process at gigi BOTTEGA by by 100% and sales conversion
September 2018 by 55% by January 2019

Increase awareness among

Millennial women by creating a
Achieve a 50% monthly
stronger online presence for the
customer return rate at gigi
Bloomington-Normal store by
BOTTEGA among Gen X women
20% by January 2019
by January 2019

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Objective 1
Develop stronger internal communication and hiring process at gigi BOTTEGA by
September 2018.
Rationale: Improving relationships with the employees allows them to proudly represent
the gigi BOTTEGA brand to clients, showing the emphasis on employee-client relationships.
Strategy: Internal communications/Hiring plan strategy
Tactics:
Create store goals, opportunities for feedback, and internal updates
o The Rundown (Appendix A1)
▪ We will implement a way to update employees on weekly sales goals,
client service expectations and reinforce store roles for every shift
▪ The Rundown will take place before every shift. This will strengthen
and centralize gigi BOTTEGA team relationships
How we will measurement it: Establishing these new store tactics (outputs)
can be measured by how the customers feel about the engagement,
interactions, and energy provided by the staff through feedback surveys
(outtakes)

Employee Review (Appendix A2)

o Employee surveys are important for the measurement of employee-
satisfaction and give the opportunity for management feedback. This ensures
that the employee-management relationships are being improved
New hiring process
In-depth interview process (Appendix A3)
o We will implement situational interview questions
▪ These interview questions will allow gigi management to see first-
hand how their employees will handle a variety of client situations
o We will ask questions that pertain to candidate’s personality that will reflect
energetic, optimistic, and hardworking qualities.
New Hire orientation
o Training methods (Appendix A4)
▪ We will emphasize the importance of customer experience through
situational training
▪ Scripted scenarios implementing the welcoming of the customer,
transaction experience, and closing out of transaction
o Implement styling training for styling services for clients
▪ Clients with gigi cards can receive a styling appointment/receive pulls
from stylists

11
 ▪ We will train employees to learn how to style clients according to
client’s styling service survey (Appendix A5)
How we will measurement it: Implementing new training methods
(outputs) can be measured by the evaluation of individual store employees
after a certain amount of time (outtakes).
▪ Recap meetings, individual evaluation discussions done by store
manager
Implement Brand Manager position
o Brand manager will be in charge of visuals and delivering our direction of the
store and sustain social media maintenance. They will maintain the new gigi
rebranding throughout store and media operations
How we will measure it: The effectiveness of the brand manager position
(outputs) can be measured by administering surveys to employees. These
surveys will measure how well staff thinks campaign tactics are being
implemented (outtakes).

Objective 2
Increase foot-traffic conversion by 100% and sales conversion by 55% by January 2019.
Benchmarks:
o Foot-traffic conversion was at 9% in April 2018
o Sales conversion was at 5% in April 2018
Rationale: The benefit of increasing foot-traffic conversions will increase the amount of
possible sales conversions
Strategy: Visual strategy is focused on implementing a more engaging store appearance
and maintaining consistency with a brand refresh to increase sales conversion.

Install four shelves on the wall with mannequins on them (Appendix B1). The
mannequins we will install will display the newest looks in different ways.
▪ This will show clients dynamic outfits as possible options for their
wardrobe
How we will measure it: Measure if clothes that are displayed on
mannequins (output) are being noticed by customers/being styled (outtake)
through ethnographic research by brand manager/sales associate.
Move sale and clearance racks to the front of the store to attract more people to
come into the store.
o How we will measure it: Moving sale/clearance racks to the front of the
store (output) can be measured by how many items are sold from the sales
racks (outtake)
Update store visuals to match brand refresher theme

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 o Install additional track light in the ceiling to brighten the store (Appendix
B2)
o Install led strip lights on baseboards and on the interior of the storefront
window. Light strip is adjustable to make accommodations for time of day
o Install vinyl shop sign to be placed on the wall in front of The BraLab
(Appendix B3)
▪ Shop sign will display: dynamic. sophisticated. chic. As part of brand
refresh.
o Install style signs (Appendix B4) inside of plastic sleeve to indicate dynamic
styles to clients. Keeping consistency between gigi’s inventory presented in
advertisements and gigi’s social media (Appendix B4)
o Put up sandwich board and flag outside of store to indicate store presence
and increase foot-traffic in the store (Appendix B5).
How we will measure it: Updating store visuals of the store (output) can be
measured by measuring the amount of foot-traffic conversions that are
occurring in the store (outtake).

Objective 3
Achieve a 50% monthly customer return rate at gigi BOTTEGA among Generation X women
by January 2019.
Rationale: Increase loyalty programs maintain and nourish client relationships. Generation
X shoppers are more inclined to repeat shop at places with loyalty programs (V12 Data,
2016).

Strategy: Loyalty Strategy

Administer gigi cards to serve as a loyalty punch card (Appendix C1)

o We will implement a punch card for every client that spends $40 or more,
and with every purchase $40 or more they will get a punch on their card
o On their fourth punch clients will recieve a tote bag and exclusive personal
styling services
▪ Personal styling services will be based on client based-suveys that will
form their styling profile (Appendix C2)
o The gigi card includes instructions on the back of it of how the punch card
works
How we will measure it: Implementing gigi cards (outputs) can be measured
by tracking how many clients are utilizing their punch card when asked at
the register (outtake).
Thank-you gift certificates
o Among every season, we will pass out thank-you cards in each client’s bag
who has made a purchase (Appendix C3)
o Each card contains a $15 off coupon on their next visit

13
 How we will measure it: Distributing thank you cards seasonally (output)
can be measured by keeping track of how many clients return to make a
purchase using the thank-you certificate (outtake).

Objective 4
Increase awareness among Millennial women by creating a stronger online presence for
the Bloomington-Normal store by 20% by January 2019
Benchmark: 80% of women aged 22-25 have said that they have never heard of Gigi
BOTTEGA
Rationale: Creating a social media presence specific to the Bloomington-Normal store will
help attract the Millennial audience. Through our research, we found that about 50% of
Millennials shop online (surveys & secondary research), while 78% of our survey
respondents said they get their style inspiration from social media
Strategy: Social media strategy
How do you gigi? #Shopgigi Instagram contest
o We will implement a Instagram contest for two weeks to engage
Bloomington-Normal followers through social media
Live gigi Facebook contest
o Facebook contest that features Gigi’s clothes styled to fit calendar events
at ISU or Wesleyan
o The contestants will post their photos based on school events such as
career fairs or concerts, with the #Shopgigi

14
Evaluation
To measure the success of our overall campaign we are measuring the three aspects of our
goal: awareness, engagement, and sales.
Awareness:
How we will measure it: We will measure the analytics of gigi BOTTEGA’s
Facebook page through Hootsuite Analytics and Facebook Analytics
o We will measure the amount of clicks, shares and engagement on gigi
BOTTEGA’s Facebook page.
o We will measure the analytics of gigi BOTTEGA’s Instagram page through
Hootsuite
▪ We will measure the overall engagement of the page and the
likes by post type
▪ The number of people who used #Shopgigi or geotagged gig9i
BOTTEGA in their picture on both social media channels
Outtakes:
o Racking the reach/likes through Facebook analytics weekly
• Tracking the number of times gigi is being tagged in
pictures
Outcome:
o Measure whether or not the awareness of gigi has increased through
advertised polls
o Survey research conducted by brand manager on women aged 22-45
in Bloomington-Normal
Evaluation:
o If gigi BOTTEGA’s likes on Facebook reach over 5,383 (current likes
May, 2018) and at least 50 of the new followers are from Blo-No, the
campaign was successful
o If gigi BOTTEGA’s Instagram profile has more than 2,441 followers
(current following May, 2018) and at least 50 of the new followers
are from Blo-No, the campaign was successful
▪ If 20 people use the #ShopGigi or tagged gigi BOTTEGA in their
geotag or picture on Instagram or Facebook, the campaign was
successful
Engagement:
How we will measure it: Primary research
o Surveys on receipts/flyers
▪ Indicating how their overall experience was, the sales associate
that helped them, what they will have changed and what they
enjoyed
▪ Yelp reviews
o last review was in October 2016

15
 Outtakes:
o How many surveys are being given out by employees
▪ The amount of surveys administered by employees on
individual growth in engagement/interaction
Outcome:
o Track survey research answers among clients on the level of
engagement and interaction from gigi employees
▪ Measure whether employees feel more positive about the level
of engagement and interaction with clients and potential
clients
o Evaluation:
▪ If 20 surveys are taken every month and 12 of the surveys
were positive, the campaign was successful
• positive: “enjoyed my experience”, “the help was good”,
“will have changed nothing”
Sales:
How we will measure it: Comparing Bloomington-Normal’s location sales
with Evanston’s location sales
Outtakes:
o Tracking if sales goals are met daily
Outcome:
o Measuring the increase/decrease in the amount of sales among new
customers
Evaluation:
o If the Bloomington-Normal location meets or exceeds Evanston’s
location in sales, then the campaign was successful

16
Budget

Budget Notes:
Sandwich Board: https://www.amazon.com/Sidewalk-Frame-Mahogany-Sandwich-Board/dp/B0051W6O5C
Vinyl Wall Sticker: http://www.craftcuts.com/design-your-own-vinyl-wall-letters.html
Mannequin: https://www.amazon.com/Female-Mannequin-Height-White-
157wc/dp/B00SAANPAY/ref=pd_cp_201_4?_encoding=UTF8&pd_rd_i=B00SAANPAY&pd_rd_r=8GK7BND2QDFDA2A1CY
WK&pd_rd_w=UDCQk&pd_rd_wg=YSJ37&psc=1&refRID=8GK7BND2QDFDA2A1CYWK
Chalk Markers:https://www.amazon.com/Crafty-Croc-Recipient-Reversible-
Replacement/dp/B011KRBOCE/ref=pd_sim_86_2?_encoding=UTF8&pd_rd_i=B011KRBOCE&pd_rd_r=ZH9QSG5GX5TB9J
718GEF&pd_rd_w=0MH2M&pd_rd_wg=5NrBr&psc=1&refRID=ZH9QSG5GX5TB9J718GEF

Signage Sleeves: https://www.displays2go.com/P-24148/Slanted-Easel-Sign-Holder-for-5-x-7-

Prints?st=Category&sid=27343
Hootsuite Certification Training: https://hootsuite.com/education/courses
Totes: https://www.vistaprint.com/promo/catalog/bags/totes.aspx?start=3&sort=Recommended
Light Strip: https://www.amazon.com/Ustellar-Dimmable-Daylight-Lighting-Non-
waterproof/dp/B075RYSHQQ/ref=sr_1_5?s=home-garden&ie=UTF8&qid=1524759915&sr=1-
5&keywords=led+lights+strip
Track lighting Kit: https://www.lampsplus.com/products/riley-20w-3-light-black-led-plug-in-linear-track-
kit__22232-9w979-22234.html
Shelves: https://www.amazon.com/Homewell-Floating-Shelf-Decoration-x9-
25/dp/B072DXLDZR/ref=sr_1_20?ie=UTF8&qid=1525238749&sr=8-
20&keywords=wooden+grey+wall+shelf

17
Timeline
August 2018- August September October November December January
January 2019
Objective 1:
Increase foot-
traffic conversion
by 100% and
sales conversion
by 55% by
August 2019.
Tactic: Install
two more shelves
on the wall.
Tactic: Update
store visuals to
match brand
refresher theme
Tactic: Update
signage &
storefront

Tactic: Place
gigi BOTTEGA
flag outside of
boutique.
Objective 2:
Increase
awareness
among
Millennials
women by
creating a
stronger online
presence for
the
Bloomington-
Normal store
by 20% by
August 2019
Tactic:
#Shopgigi

18
Tactic: social
media
influencers &
brand
ambassadors
Objective 3:
Develop
stronger
internal
communication
and hiring
process at gigi
BOTTEGA.
Tactic: Create
store goals,
opportunities
for feedback,
and internal
updates
Tactic: Internal
blog, Life at
gigi
Tactic:
Implement
new hiring
process
Objective 4:
Increase
awareness and
client loyalty of
gigi BOTTEGA
among Gen X
women
through word
of mouth by
January 2019.
Tactic:
Distribute gigi
cards to clients
Tactic:
Distribute
thank-you
coupon cards

19
 Appendix A
A1
The Rundown: A way to update employees on weekly sales goals, client service
expectations and reinforce store positions and roles for every shift

20
A2
Employee Feedback Survey: Employee surveys are important for the measurement of
employee-satisfaction and give the opportunity for management feedback. This ensures
that the employee-management relationships are being improved

Employee Feedback Survey:

This survey will be anonymous and will be utilized every three months to assess the employee
satisfaction as well as give the opportunity requested for feedback from management to help
improve relationships between manger’s and employees. Please place survey in envelope and
leave on the managers desk by the end of day. If you desire personal feedback please include
your name on the survey.

Questions:

• Do you feel gigi BOTTEGA is supporting you well as an employee? If not please let us
know specific areas we can improve.

• On a scale of 1-10 how satisfied are you at work? Please Elaborate

• What kind of training will you like to receive to help you achieve your personal career
goals?

• What’s your most recent accomplishment at work?

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A3
We will implement situational interview questions. These interview questions will allow
gigi management to see first-hand how their employees will handle a variety of client
situations. These include questions that pertain to candidate’s personality that will reflect
energetic, optimistic, and hard working qualities.

Hiring Process
Priors and Interests

• Previous work experience in retail:

• If so, what do you enjoy about working in retail?

• Do you have a passion for fashion?

• How did you learn or have interest in Gigi prior to having an interest in
applying?

• What are your favorite things about helping out a customer?

What would you do?

• Scenario questions based on styling the client. Ex. What should I wear for
this occasion, season, or even possible interview?

• What outfits would you pick for an interview or formal setting?

• How would you change your recommendation based on

a persons age. For example a 45 year old woman?

• What have you done at your present/last company to increase revenues,

reduce costs or save time? Would those benefit this store as well?

• If applicable what did you do to become a better retail salesperson?

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A3
We will emphasize the importance of customer experience through situational training.
This include scripted scenarios implementing the welcoming of the customer, transaction
experience, and closing out of transaction

gigi BOTTEGA Cashier Script

Cashier: How was your experience today?/How are you?

Cashier: Was anyone helping you out today?

---BraLab initation---

Cashier: Were you able to check out our BraLab today?

If yes, ask for their personal opinion on it. “How did you like it?”

If no, show the client BraLab area, recommend bra with outfit etc.

Cashier: Do you have a gigi card with us today? If not, do you want one? You just need to bring
this card every time you come in. Every time you spend $40 or more, you get a punch and on
your final punch you get $15 off your purchase!

----Cashier close out----

Cashier: Thank you for coming in we hope to see you soon!

gigi BOTTEGA Cashier Script - Surveys Cashier: How was your experience today?/How are
you?

Cashier: Was anyone helping you out today?

---BraLab initation---

Cashier: Were you able to check out our BraLab today?

If yes, ask for their personal opinion on it. “How did you like it?”

If no, show the client BraLab area, recommend bra with outfit etc.

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Cashier: Do you have a gigi card with us today? If not, do you want one? You just need to bring
this card every time you come in. Every time you spend $40 or more, you get a punch and on
your final punch you get $15 off your purchase!

----Cashier close out----

Cashier: In your bag is a survey code, we will really appreciate if you took it. You also have a
chance to win a $100 gift card to gigi. Thank you for coming in we hope to see you soon!

gigi BOTTEGA Cashier Script-Thank You Cards

Cashier: How was your experience today?/How are you?

Cashier: Was anyone helping you out today?

---BraLab initation---

Cashier: Were you able to check out our BraLab today?

If yes, ask for their personal opinion on it. “How did you like it?”

If no, show the client BraLab area, recommend bra with outfit etc.

Cashier: Do you have a gigi card with us today? If not, do you want one? You just need to bring
this card every time you come in. Every time you spend $40 or more, you get a punch and on
your final punch you get $15 off your purchase!

----Cashier close out----

Cashier: We gave you a gift in your bag just to say thank you for shopping with us today!
Thanks again for coming in we hope to see you soon!

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 Appendix B
B1
Installment of four shelves on the wall with mannequins on them. The mannequins
displayed the newest looks in many different ways. This will show clients dynamic outfits
as possible options for their wardrobe.

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B2
Installation of one more track lights in the ceiling to brighten the store

B3
Installation of vinyl shop sign to be placed on the wall in front of the bra lab

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B4
Installation of style signs inside of plastic sleeve and place them in front of styled
mannequins on shelves. Keeping consistency between gigi’s inventory presented in
advertisements and gigi’s social media

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B5
Put up sandwich board and flag outside of store to indicate store presence and increase
foot-traffic in the store

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 Appendix C
C1
Administer gigi cards to serve as a loyalty card and connect loyalty cards to gigi BOTTEGA’s
contact information

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C2
This is a survey that will form a client’s styling profile

What would you consider as your style?

Whats your ideal wardrobe?

What are your three favorite pieces in your closet?

Are you interested in The Bra Lab?

When are you available?

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C3
Among every season, we will pass out thank-you cards in each client’s bag who has made a
purchase

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 Appendix D
D1
#Shopgigi Instagram contest will be implemented on Instagram contest for two weeks to
engage Bloomington-Normal followers through social media

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D2: Facebook
Facebook contest #Shopgigi will feature gigi’s clothes styled to fit calendar events at ISU or
Wesleyan
The contestants will post their photos based on school events such as career fairs or
concerts

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