Powell Kids Marketing Plan2 4

HEY, YOUTH DEALERS
BE THE BUZZ
DRivE TRAffic & SALES
wiTH in-STORE EvEnTS & LOcAL PR

grab attention draw crowds

have fun build loyalty

2009/2010 MARKETING PLAN

YOUR STORE iS
OPEn fOR
fUn.


3 ways for PowellKiDS™
Youth Dealers to Have
a GOOD Year

1
Let customers who join the I MY ROOM Club
throw birthday parties and host their own fundraisers
in your store anytime throughout the year (scheduled
by appointment)

2
Start a “Big Girl/Big Boy Bed” program to reward
the graduation from crib to PowellKIDS™ twin or
bunk beds whenever kids and parents are ready

3
Make a plan - Work the plan: Execute these
KID-TESTED monthly events and promotions designed
by PowellKIDS™ to encourage customer loyalty
and drive sales

MAR ’09 . . . Join the club PowellKIDS™ Club Kick-off
APRiL . . . . . . Eggs for Earth (Day)
MAY. . . . . . . Mom’s Day Off
JUnE . . . . . . Dad’s Day Off
Join the club
JULY. . . . . . . All-American Day Out IS AN ONGOING
AUG. . . . . . . Beyond Back to School EVENT THROUGH
OUT THE YEAR
SEPT. . . . . . . A’s and Bee’s
OcT . . . . . . . Tricks and Treats
nOv . . . . . . Terrible Tales
DEc . . . . . . . Shop and Drop-off
JAn ’10 . . . . Team Time
fEB ’10 . . . . “I MY ROOM ” YouTube Contest


Events by Month
PowellKIDS Summary of Events by Month

PowellKIDS Events
Summary by Month Mar-09 Apr-09 May-09 Jun-09
Event quot;Join the Clubquot; quot;Eggs for Earth (day)quot; quot;Mom's Day Offquot; quot;Dad's Day Offquot;
Theme Everyone Wins Hide and Seek Deals Dads and Kids Give Back Moms and Kids Give Back
Furniture recycling
DO-GOOD initiative Make-A-Wish tie-in (donate to shelters) Women's Shelter Homeless Shelter
BE-GOOD initiative quot;Be good to Youquot; quot;Be good to Earthquot; quot;Be good to Momquot; quot;Be good to Dadquot;
GET-GOOD initiative specials, prizes percent-off coupons make a gift for mom/ make a gift for dad/
with egg hunt and
furniture donations enter her in drawing enter him in drawing
$X to MAW per sign-up
Target Ages All All All All
Goals Kick off program Community service Community service Community service
Build database PR PR PR
Create awareness Drive traffic Drive traffic Drive traffic
Drive traffic/loyalty Drive Sales Build loyalty Build loyalty

PowellKIDS Events
Summary by Month Jul-09 Aug-09 Sep-09 Oct-09
Event quot;It's Your Fundraiserquot; quot;Beyond Back to Schoolquot; quot;Bees for B's - or Betterquot; quot;Tricks and Treatsquot;
Spelling Bee/quot;Good
Theme Parking Lot Fundraisers Official location for… Gradesquot; kick-off Magic show
DO-GOOD initiative Pick your Charity/Cause Kids I.D.s/finger printing At-risk Classrooms Nursing Home
BE-GOOD initiative quot;Be good to…quot; quot;Be good and safequot; quot;Be good to Teachersquot; quot;Be good to Eldersquot;
GET-GOOD initiative matching funds percent-off coupons specials, prizes percent-off coupons
with participation donations for teacher quot;road show volunteersquot;
Target Ages 'Tweens/Teens All except pre-K School age All
Goals Community service Community service School outreach Community service
PR PR Build database PR
Drive awareness/traffic Drive traffic/sales Create awareness Drive traffic
Build loyalty Build loyalty Drive traffic/loyalty Drive Sales
continued on next page
PowellKIDS Events
Summary by Month Nov-09 Dec-09 Jan-10 Feb-10
I ♥ MY ROOM
Event quot;Terrible Talesquot; quot;Shop and Drop (off)quot; quot;Team Timequot;
Theme storytelling/book drive Good grades rewards Pep rally/fundraiser You Tube/Contest
DO-GOOD initiative Public Library Underprivileged Kids School Teams Parents
BE-GOOD initiative quot;Be good to your libraryquot; quot;Be a good boy/girlquot; quot;Be a good teammatequot; quot;Be a good cleaner upperquot;
GET-GOOD initiative percent-off coupons percent-off coupons matching funds furnished room prize
with library donation with A's/B's report card (1) grand prize/other
Target Ages Pre-K, School age All except Pre-K 'Tweens/Teens All
Goals Community service Community service PR/Good will
Drop-off presents location
PR Moms shop/kids wrap PR Drive awareness
Drive traffic/sales Drive traffic/sales Drive awareness/traffic Drive traffic
Build loyalty Community service Build loyalty Reward loyalty
ONGOING PowellKIDS
Events Scheduled by appt. Scheduled by appt. Scheduled by appt.
Event quot;Big Girl/Big Boy Bedquot; Birthday parties HostDownload this spreadsheet from Powell's Dealer Site
fundraisers

percent-off coupons free space, balloons free space
Target Ages Pre-K Pre-K, Early elementary Middle, High School
Goals Community service
PR
Drive traffic/sales Drive awareness/traffic
Build loyalty Build loyalty Build loyalty

Download this document from Powell’s dealer site at:
http:// www.powellpro.net/ads.aspx

ONGOING EVENT

Marketing At-A-Glance calendar

EVENTS by MONTH
‘09
apr
join eggs mom’s
for
earthday off
day
club
the

hide & seek deals dads & kids give back
everyone wins

sep
aug
dad’s bees for
beyond
it’s
your b’sor
day
off better
back
toschool
fundraiser
spelling bee/
moms & kids give back parking lot fundraisers official location for... good grades kick-off

nov
team
terrible shop&
tricks
& tales time
treats drop(off)
storytelling/book drive
magic show good grades rewards pep rally/fundraiser

ONGOING powellKIDS events
scheduled by appt. scheduled by appt. scheduled by appt.
i my room
host
big
big

bed
girl/boy
birthday
parties fundraisers
you tube contest


Each PowellKiDS™ Event is Designed
to feature Three GOOD components
DO GOOD Something for the community or
iniTiATivE related to helping others

BE GOOD Something which exposes
iniTiATivE kids to good citizenship

GET GOOD Something which directly benefits
iniTiATivE customers and encourages sales

Let’s Do This Thing: 7 Steps and iT’S ALL GOOD

1 Using the enclosed spreadsheet as a guide, establish the actual date or dates for
each event. Most activities require at least 6 to 8 weeks advance planning, if not
longer*. The more preparation you take care of on the front end, the more successful
your event will be. Feel free to customize and tailor the events to suit your style and
your customers.

2 Determine who is responsible for keeping the store calendar and booking appoint-
ments for birthday parties and fundraisers as well as who will update the database
with new customer and prospect contact information.

3 Customize your event checklist and timeline using the templates enclosed

4 Secure agreements with participating organizations or service providers

5 Input costs and manage your budget using the spreadsheet templates enclosed

6 Outline parameters for tracking store traffic and sales

7 Execute, measure and report ROI

* Expect to initiate dialog several months ahead when coordinating with schools, libraries and other
community organizations. Read through the details for each event, set dates and make calls early.

Turn the page for execution details for specific events.


How-To: Details for
Specific Promotions & Events
fOR EAcH EvEnT
ADvERTiSinG: (customizable ad templates provided by PowellKIDS™)

“PR”: To receive “free” listings and possible editorial coverage (articles or
stories) in the publications your customers are reading, notify local news
outlets and other publications by telephone once your date and event details
are set. First make of list of the publications you’d like to be featured in.
Don’t forget Online media! Then follow-up by customizing and sending (usu-
ally via email) the event-specific press release supplied by Powell. Newspa-
pers should receive releases one to two weeks prior to the event, followed by
phone calls to reporters or editors. Check with monthly publications – many
have community calendars – to find out their deadlines and submit your
event information accordingly. Charitable giving and community service are
the biggest local news “hooks,” so always include this type of tie-in with
your events and promotions.

PLEASE READ THE ENCLOSED DOCUMENT “What is PR?”

ADDiTiOnAL EncLOSED DOcUMEnTS fOR REviEw

Let’s Do This Thing: 7 Steps and iT’S ALL GOOD

1 Printed direct mail/point-of-purchase piece to launch program

2 Customizable ad slicks

3 Customizable press release

4 Customizable budget spreadsheet

5 Reference contact information



GET STARTED

MARcH: “Join the club” ONGOING EVENT

Start here to create a means for building your customer database and also to create opportunities for
year-round communication. Anyone can join anytime, so think of this as an ongoing promotion with a
kick-off event.

NOTE: Print and/or email campaign should reach target customers 4 weeks prior to kick-off weekend,
with subsequent reminders, so plan ahead with printing lead-times in mind.

DECIDE: For the kick-off event, what type of activities and prizes would your customers find most compel-
ling? Consider pony rides, small festival activities, face paintings, free hot dogs, etc. Can your local fire
department park fire trucks in your parking lot for “tours?” Also plan to host a “faux” birthday party with
cake, hats and trinket gifts in the PowellKIDS™ gallery to let everyone know they can book their next
birthday party there (Post information to let them know how to sign up). Takeaways could include balloons
with your store + PowellKIDS™ logos. Do customers who sign up for the club earn “points” each time they
attend an event throughout the year?

COMMUNITY CONNECTION: Contact your local Make-A-Wish chapter to coordinate how they can be-
come the beneficiary of the event, with cash donations from the crowd and matching funds from the store.
Invite MAW children candidates to attend as well as local dignitaries, if they are available.

YOUR EvEnT DATES AnD nOTES

APRiL: “Earth Eggs”
NOTE: With both the Easter holiday and Earth Day in April, this promotion offers both an Easter-egg style
hunt for kids and kicks off a furniture recycling program for parents. Give a % off new furniture purchase
with the donation of used items.

DECIDE: What are the logistics to receive/deliver used items in a furniture recycling program?

COMMUNITY CONNECTION: Consider women’s shelters for furniture donations (as they transition from
shelters to independent living, single women with children often can’t afford furnishings).



MOnTHLY PROMOTiOnS

MAY: “Mom’s Day Off”
NOTE: Select one or two Saturdays before Mother’s Day where kids can come in (with dad or another
adult) to make a mother’s day gift while she takes some “time off.” While in the store, the child can enter
her into a store drawing.

DECIDE: What type of gift making can your store accommodate? Are there different activities for different
age groups? Consider any number of craft projects, scrap booking, picture frame decorating, etc. How
will the dads participate with the child? Can you charge for shooting basketball hoops and match and
donate the proceeds?

COMMUNITY CONNECTION: Extend your giving to the women’s shelter with a cash donation to be pre-
sented along with the furniture collected in the previous month’s promotion.


JUnE “Dad’s Day Off”
NOTE: Select one or two Saturdays before Father’s Day where kids can come in (with mom or another
adult) to make a father’s day gift while he takes some “time off.” While in the store, the child can enter
him into a store drawing.

DECIDE: What type of gift making can your store accommodate? Are there different activities for different
age groups? Consider any number of craft projects, scrap booking, picture frame decorating, etc. How
will the moms participate with the child? Can you raffle off a furniture item and then match and donate the
proceeds to charity?

COMMUNITY CONNECTION: Is there a specific support group for out of work dads in your area? A
homeless shelter or church supported food bank could be named as beneficiary.




MOnTHLY PROMOTiOnS

JULY “All-American Day”
NOTE: Select a day (and alternate rain date) to create a parking lot event. In advance, you’ll want to track
down local veterans who have recently returned from their posts in Iraq or Afghanistan. This event, tied-
into the July 4th holiday, can serve as kick-off to Back-to-school shopping promotions through August.

DECIDE: Can you set up a batting cage or tie-in with Little League to create an All-American baseball, hot
dogs and apple pie-themed event outside? Can your store provide furnishings for a returning veteran or
do you want to create a cash fundraiser for them? Can you match funds? Are there relevant activities for
different age groups, like creating a huge paper or cloth banner for event participants to sign (and send
off to active troops)? Perhaps you can host a cookie or care-package drive – participants receive coupons
to shop for furniture.

COMMUNITY CONNECTION: Is there a specific veterans’ organization or support group that you can
coordinate with, especially to help secure the media interest?


AUG “Beyond Back
NOTE: Select a Saturday to have the store host free I.D. making and fingerprinting for kids.

DECIDE: Which company to contract with for the service and negotiate the price based upon an estimated
number of participants. Also, can local law enforcement officers be on hand to give safety demonstrations?

COMMUNITY CONNECTION: This is a community service event focusing on child safety.



MOnTHLY PROMOTiOnS

SEPT “A’s and Bee’s
NOTE: Work with local elementary school(s) to reward children who perform well in school. Sponsor the
school spelling bee or invite a teacher to host one in your store.

DECIDE: Is there an at-risk school in your trading area that would benefit from a cash donation? Or, if
you are upgrading your computer equipment, make plans to donate the used hardware to the school.
Also, can you set up a promotion with coupons for kids/parents who bring in all A/B’s report cards in the
month of December? If so, use the spelling bee event to get the message out.

COMMUNITY CONNECTION: All teachers eligible to receive a percentage-off or cash coupon for
the month.


OcT “Tricks and Treats”
NOTE: Book a magician (for “tricks”) well in advance for multiple dates, if needed (one in-store date and
possibly one off-site date). Coordinate with local nursing homes/adult enrichment centers to take the show to
them, if the home lacks transportation for elders. Ask parents to sign up their children as volunteers to help
take the show “on the road.”

DECIDE: Can you host a trick-and-treat Halloween in your store with plenty of “ghouls” to pass out the
treats?

COMMUNITY CONNECTION: Make someone’s day when you allow young people to mix with elders.




MOnTHLY PROMOTiOnS

nOv “Terrible Tales”
NOTE: Book a professional storyteller well in advance for your selected event date. Call your town library
for a list of recommendations and contact information. Pre-K kids and younger elementary school children
are your target audience for this event.

DECIDE: Can you effectively coordinate a new and/or used book drive with the library or local child
literacy groups? Customers who donate books might receive a percent-off next purchase coupon.

COMMUNITY CONNECTION: Support child literacy with a donation of cash and/or books


DEc “Shop and Drop Off
NOTE: Be a drop-off point for donations of gifts for underprivileged kids. Have kids in the store wrap these
gifts while their parents shop for furniture using a percent-off coupon with gift donation.

DECIDE: Which local organization will be the beneficiary of this event and what are the logistics for deliver-
ing gifts. Is there an additional PR opportunity for your store if a truck with your logo is parked at the deliv-
ery site? Maybe one of your executive or management staff can dress up as Santa or Mrs. Claus?

COMMUNITY CONNECTION: Give needy kids a reason to smile during the holiday season.



MOnTHLY PROMOTiOnS

JAn “Team Time”
NOTE: Book a professional storyteller well in advance for your selected event date. Call your town library
for a list of recommendations and contact information. Pre-K kids and younger elementary school children
are your target audience for this event.

DECIDE: Can you effectively coordinate a new and/or used book drive with the library or local child
literacy groups? Customers who donate books might receive a percent-off next purchase coupon.

COMMUNITY CONNECTION: Support child literacy with a donation of cash and/or books.


fEB finALE “i LOvE My Room”
NOTE: Begin promoting this event as soon as possible and consistently throughout the year. The idea is to
reward kids who love their room enough to KEEP IT CLEAN! The challenge is for kids to create a YOU TUBE
video to demonstrate why they love their room, what they want their room to look like and why they deserve
to win the grand prize of all new PowellKIDS™ bedroom furniture.

DECIDE: Determine how entries are judged, perhaps by other kids. Establish contest criteria, including
deadline for submissions, and begin promoting the event as soon as possible. More details to follow re: entry
video postings on your store Web site. The goal is to create an interactive space for customers (and their
kids), while also enhancing search engine optimization (SEO) for your site.

COMMUNITY CONNECTION: Clean rooms make the world a better place.




PRESS RELEASE TEMPLATE:
inSERT wHO, wHAT, wHERE, wHEn and wHY

FOR IMMEDIATE RELEASE
Media Contact: list who will answer media calls
their phone number
and email address

ABc cHARiTY TO BEnEfiT fROM STORE EvEnT
[Headline should be a summary statement and focus on what is most newsworthy]

XYZ STORE nAME HOSTS cOMMUniTY fUnDRAiSER
[The “subhead” is more descriptive]

city, State, Release Date – ABC Charity is set to benefit from XYZ’s latest commu-
nity fundraiser, a [event description] to be held on [date] at [location].

Supply more information about the event and why

Insert a quote to support the “why”

Include details like fundraising goals

Add more information about the organization/individuals to benefit

Provide additional information about your company history and/or any context for se-
lecting the particular charity

Insert “pointer information.” For example: “The event is open to everyone in the com-
munity. Additional information may be found at www.companywebsite.com or by calling
company phone number.

Download this document from Powell’s dealer site
at: http://


[EXAMPLE OF ACTUAL PRESS RELEASE FOR REFERENCE ONLY]

FOR IMMEDIATE RELEASE
Powell and PowellKIDS Team with the Make-A-Wish Foundation®
Youth Furnishings Leader to Help Raise Funds for Children’s Charity:
High Point Market and National Efforts Planned

Culver City, CA — October 3, 2008 — Leading youth furniture manufacturer Powell Co. is
teaming with the Make-A-Wish Foundation, a nonprofit organization whose mission is to
grant the wishes of children with life-threatening medical conditions.

Powell has set two goals to accomplish at High Point Market: First, to raise $6,000, the
average cost of a wish, from market-goers in order to fulfill the wish of one child from the
High Point area; and second, to establish a nationwide charity network among its dealers.

“I can’t begin to say how enthused we are to be involved and to help make a difference in
the lives of children,” said Tom Liddell, senior vice president of national sales for Powell.
“The Make-A-Wish Foundation is an amazing charity that really has an impact.”

Powell will kick off the charitable giving drive with a birthday-style party in the new
PowellKIDS gallery in their showroom, National Furniture Mart, Suite 100, on Sunday,
Oct. 19, from 3 to 5 p.m., complete with ice cream from Cold Stone Creamery. Local
Make-A-Wish® children and their families will be in attendance, along with various High
Point dignitaries. Market-goers are invited to attend.

In addition, a ribbon-cutting ceremony on Monday, Oct. 20 at 10 a.m. will launch the
PowellKIDS Youth Gallery introduction as well as the on-the-street fundraising efforts for
the Make-A-Wish Foundation.

During the market, Powell will have a Make-A-Wish tree set up in their showroom,
bedecked with hanging stars which dealers from across the nation can select from to
indicate their commitment to a Make-A-Wish child in their geographic area– to receive
furniture-specific wishes as they come up. Powell Co. will share the furniture costs with
participating dealers who are tapped to fulfill these local chapter wishes. All dealers who
join the efforts will receive recognition by having their names included on a chalkboard list
in the youth gallery section of the showroom.

“This will be an incredibly positive experience for the participating dealers, since they will
be directly involved with many of the wish kids,” said Don Timmons,
Continued on Page 2

[EXAMPLE OF ACTUAL PRESS RELEASE FOR REFERENCE ONLY]

Powell Co. Make-A-Wish Page 2

regional director of the Make-A-Wish Foundation of Central & Western North Carolina.
“They will be delivering and in many cases helping set up furniture for children with life-
threatening medical conditions whose lives can be enriched by simply having their very
own dream bedrooms.”

Mirroring its Candyland showroom theme for the fall market, developed to generate
excitement for the new PowellKIDS youth gallery program, the company will also have
people in candy costumes, along with a Make-A-Wish representative, on the street in front
of their showroom in the National Building each day of the market, beginning October
20th. Contributions will be collected in increments of $1, $5, $10, $20 and $50, and
contributors will receive receipts for their tax-deductible donations.

ABOUT POWELL COMPANY
Founded in 1968, Powell Company has been a leading importer of design-driven, high-
quality furnishings. Powell has long been regarded for its service-oriented culture, broad
product offerings, multiple sourcing and delivery options and enjoys a reputation for
reliability, integrity and honesty among its customers and peers in the home furnishings
industry. Powell was acquired by Sun Capital Partners in 2007.

MEDIA CONTACT
Tom Liddell, Powell Company, 615-794-1188
Leslie Newby, Brand Communications, Inc., 336-207-4623


SAMPLE AD

http:// www.powellpro.net/ads.aspx Concept Ad subject to change.

SAMPLE AD


Concept Ad subject to change.

what is PR?
PUBLic RELATiOnS AnD MORE
“Public relations helps an organization and its publics adapt mutually to each other.”
- Public Relations Society of America

As in any successful relationship, focus on what is mutually beneficial for you and your customers.
Successful relationships result in credibility, with is the primary goal of public relations.

MARKETinG cOMMUnicATiOnS You drive your business using the four P’s of Marketing:
Product, Price, Place, and Promotion. Marketing communications (Marcom) is the sidecar, and one
component in the PR toolkit. Marcom is about getting the right words out to the right people in your
advertising, collateral materials, publicity, point-of-sale display, Online social networking, special
events and even PR “stunts.” Choose your words wisely.

PUBLiciTY “Free” news, mentions or listings about what you want your customers to know – in
the printed and Online publications, TV and radio which they are reading, watching and listening to
(targeted media). Find out which media your customers prefer and what kind of content that media
typically report on. If there is a good fit (e.g., kids event details to parenting magazine; charitable
donation to local newspaper), send your press release to them. Most important, make sure you are
doing something that is newsworthy. Would you care if you read about it?

IMPORTANT NOTE Publicity and paid advertising are not the same just as editors and publishers have
different jobs. Think: church and state. Editors, reporters, writers, etc. should never be pressured to
supply free publicity because your company is advertiser.

MEDiA RELATiOnS Get to know the editors, reporters and writers who report for your targeted
media through respectful contact via telephone, email (which is preferred by most), and, when time
permits, through handwritten correspondence (ideal for sending thank you notes). Most work under
significant deadline pressure, so adjust your expectations for return contact accordingly. Take respon-
sibility for following up.

cOMMUniTY RELATiOnS Be real in your organization’s role in the communities your stores
serve and you will be rewarded with positive brand awareness and loyalty. Who can use your help
now? How can their cause help you market your business?

EMPLOYEE RELATiOnS Don’t forget your best PR assets: the people who work for your com-
pany. Make certain they are informed and on board with all planned events and promotions, wheth-
er through printed communications, email or regular staff meetings. Also, find out what they know
about customer reactions to your marketing efforts – they’re on the front line.

TiPS 1) Keep it simple
2) Know your media and match your pitch to their style and content preferences
3) Have your press release, high-resolution images and other pertinent information
ready to send before you make the first call.


EVENT BUDGET template Ad/Marketing Budget Ad/Marketing Actual Event/Materials Budget Event/Materials Actual TOTAL BUDGET TOTAL ACTUAL
Charitable Giving Budget Charitable Giving Actual
(use one per event)
April Event (Dates):
quot;Moms Day Offquot; 0.14 0.09 0.09
List of expenses
item 1 0.09 0.09
item 2 0.05 0.05
item 3 0.05 0.04
item 4 0.02 0.03
item 5 0.02 0.01
item 6 0.09 0.08
0.14 0.14 0.09 0.08 0.09 0.08 0.32 0.30
Subtotal
0.00 -0.01 -0.01
Over/-Under Budget -0.02
Gross Sales 3.50
Less Promotion Costs 0.30
3.20
Net Sales
10.67
ROI
Download this document from Powell’s
dealer site at:
http:// www.powellpro.net/ads.
aspx
BUDGET PLAnnER

REfEREncE / cOnTAcTS

YOUR REfEREncE cOnTAcTS fOR PowellKiDS™ EvEnTS PLAnninG

Make-A-wish foundation
Find your local chapter information online at:
http://www.wish.org/
or call (800) 722-WISH (9474)

Add your own contacts:

___________________________________________________________________________________

___________________________________________________________________________________

___________________________________________________________________________________

___________________________________________________________________________________

___________________________________________________________________________________

___________________________________________________________________________________


Powell Kids Marketing Plan2 4

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