Manual piece for Flyer Spirit E-mail Campaign

1. Flyer Spirit
E-mail Marketing Campaign
3/25/2009
MKT 350
Kelly Bareswilt, Lauren Huml,
Lauren Kral, Kacyn Neu,
Amanda Peterson, John Thunander

2. FLYER SPIRIT: E-MAIL MARKETING CAMPAIGN 2
CLIENT: FLYER SPIRIT
Flyer Spirit is a division of Flyer Enterprises, The University of Dayton’s student run business. The store is
located in University Place, on Brown Street. It is affiliated with the UD Bookstore and, according to its website,
provides everything you need to show your Flyer Spirit! Its product categories include: Clothing, Gifts, For the
Home, Greek, Alumni, and Custom Clothing.
The actual physical location of the store does not have a lot of square footage, thus it only makes sense for Flyer
Spirit to look to expand sales online. An effective way of increasing internet sales is utilizing an e-mail campaign.
E-mail campaigns not only build awareness of your brand, but they also drive traffic to your site because they
prompt consumers to visit the company’s website.
We have created an e-mail campaign that is designed to meet all of Flyer Spirit’s marketing goals: create buzz
among UD Alumni, get consumers to opt-in to the e-mail program, and successfully get customers to make a
purchase at Flyer Spirit.

3. FLYER SPIRIT: E-MAIL MARKETING CAMPAIGN 3
RECOMMENDATIONS: DEVELOPING AN E-MAIL CAMPAIGN
Step 1: Collect e-mail addresses:
• Collect the e-mail address of any customer who makes an in-store purchase
o Give them an incentive for doing this: “Sign up for our e-mail list and receive a Flyer Spirit
coupon via e-mail within the week.”
o Options for coupons to send out:
 Free shipping on your next online order
 $10 off a $60 online purchase
 35% off your next online order
• Collect customer e-mails directly on FlyerSpirit.com
o Create a box in the upper right hand corner of the site where customers can create a Flyer
Spirit account using their e-mail address
o When creating an account, require customers to provide the following information:
 Name
 E-mail address
 Location
 Flyer Spirit merchandise preferences (check all that apply):
• All categories
• Clothing
• Gifts
• For the Home
• Greek
• Alumni
• Gift cards
 Current status:
• UD Alumni
• Current UD Student
• Current UD Student involved in a Greek organization
• UD Parent
• UD Faculty/Staff
• Other
o After account has been created, allow customers to log in every time they visit
FlyerSpirit.com. Utilize the information provided upon account activation to create a
personalized shopping experience for the customer.
 Examples: “Hello, Irene!” “This was the last item you viewed:”
• Work with the UD Bookstore to gain access to its database of all customer e-mail addresses
• Contact The University of Dayton’s Office of Student Involvement and Leadership to obtain their
e-mail list of all current students involved in a Greek organization on campus.

4. FLYER SPIRIT: E-MAIL MARKETING CAMPAIGN 4
Step 2: Develop numerous e-mail lists in order to identify different target markets
Target markets that must each have individual e-mail lists should include:
• All current UD students
• Current students involved in Greek organizations
• Parents of UD students
• UD Alumni
• UD Faculty/Staff
• All Flyer Spirit customers
Also, create a name to title your e-mail list so that customers get a feeling of exclusivity when they are sent
promotions through e-mail. The name we have chosen is “The Spirit Squad”. When customers first provide their
e-mail address, Flyer Spirit should send an initial point of contact e-mail welcoming them to The Spirit Squad,
Flyer Sprit’s exclusive online group. Make it clear that being a member of The Spirit Squad allows customers to
gain access to discounts and offers that they otherwise would not know about. This will establish a sense of
personalization that will go a long way in the minds of customers.
Step 3: Devise a schedule of when to send out promotional e-mails and which offers to include in each e-
mail sent.
The e-mail campaign we recommend is based on the calendar year. Every month we have selected an important
event to center Flyer Spirit’s promotion on. The e-mails will be sent bimonthly to ensure that all customers are
aware of special deals and promotions. The promotions are designed to increase both in-store traffic and online
sales. The following is a schedule of what event will be focused on each month, who the target market will be,
what the actual promotion will be, and the subject line of the e-mail being sent out.
June/July
Event: Summer Alumni Weekend
Target market: All alumni
Promotion: Special one-time-only discount given to UD alumni
Subject line: UD Alumni receive 30% off!
August
Event: Move-in Weekend
Target market: Parents, all current students
Promotion: General sale to create traffic into store
Subject line: Welcome back – huge savings!
September
Event: Greek Week
Target market: Current students involved in Greek organizations
Promotion: Awareness of making Greek shirts at Flyer Spirit
Subject line: Customize your Greek shirt now!
October

5. FLYER SPIRIT: E-MAIL MARKETING CAMPAIGN 5
Event: Family Weekend
Target market: Parents
Promotion: Promote For the Home merchandise by offering a free gift from that category line with a
purchase of over $75
Subject line: Spend $75 get a free gift!
November
Event: Black Friday (refer to as Red and Blue Friday)
Target market: All Flyer Spirit customers
Promotion: On-line sales the day after Thanksgiving
Subject line: FREE SHIPPING on Black Friday!
December
Event: Christmas
Target market: All Flyer Spirit customers
Promotion: Attract last minute shoppers for Christmas by emphasizing fast shipping
Subject line: Order today and receive by Christmas Day!
January
Event: UD Basketball
Target market: All Flyer Spirit customers
Promotion: Promote UD apparel by offering $5 gift cards to customers who come into the store and make
a free throw on a plastic hoop located in the store
Subject line: Make a free-throw and win $5!
February
Event: Valentine’s Day
Target market: All current students
Promotion: Attract students buying something for their significant other
Subject line: Buy something for her, get something for you!
March
Event: Little Sibs Weekend
Target market: Parents, all current students
Promotion: Promote all apparel through a general sale of buy one get one half off to create in-store traffic
Subject line: Bring a sib for buy one get one half off!
April/May
Event: Graduation/Move-out Weekend
Target market: Parents, Graduates
Promotion: Promote Flyer Spirit apparel as graduation gifts
Subject line: Wear cap and gown get 40% off!
Step 4: Create actual e-mail and send to customers

6. FLYER SPIRIT: E-MAIL MARKETING CAMPAIGN 6
Utilize a program such as Microsoft Publisher or Adobe Illustrator to create an attention-grabbing e-mail that
customers will look forward to receiving twice a month.
Also, be sure to follow general guidelines for writing promotional e-mails (provided below).
Following the conclusion of this report, we have included a sample of an e-mail Flyer Spirit could send out for
Alumni Weekend, the promotional event for the summer months of June and July. We created this e-mail using
Microsoft Publisher.
IMPORTANT GUIDELINES FOR WRITING PROMOTIONAL E-MAILS
1. Make sure company name (Flyer Spirit) appears in the “from” line
2. Send e-mails from the same address every time promotional e-mails are sent, so that recipients can easily
identify Flyer Spirit as the sender
3. Keep subject lines short, brief, and to-the-point (six words or less)
4. Utilize ATTENTION: state target market in the subject line
5. Keep the font consistent throughout the e-mail
6. Use the same color theme throughout the e-mail and subject line (Flyer Spirit – use red and blue, UD
colors)
7. Always provide customers with the option to stop receiving future e-mails by stating an e-mail address
they can send their request to
8. Include the website (flyerspirit.com) in ALL e-mails, preferably with links in more than one place
9. Sign every e-mail the same way, whether it be with a name, department, or the company’s name
10. Use “call to attention” words in the e-mail (such as “Hurry!” “Act Now!”)
11. When composing the body of the e-mail, avoid excessive underlining, capitalizing, bolding, or italicizing –
it creates too much confusion for the reader
12. Keep overall format and file types of the e-mail relatively simple, as to avoid frustrating customers with
slower internet connections