Claires Book Shop:

Integrated Marketing
Communications Plan
CLAIRE WILSON
AGCJ 105
DECEMBER 15, 2015

Claires Book Shop (situation

analysis)

A book store to meet the needs of college students in Bryan-College

Station.

Offers low, affordable prices on new and used books

Extensive selection (ranging from childrens books to textbooks, with

everything in between)

Quiet atmosphere with plentiful areas to lounge while reading the

prologue or first chapter of a book as well as tables and comfortable
areas available for homework or studying

With the customers satisfaction and comfort as the first priority,

Claires Book Shop will provide a haven and welcoming study
environment for all.

Claires Book Shop (situation

analysis)

Being an independent bookstore, Claires Book Shop has the

opportunity to be very involved in the community (including Texas
A&M). This includes:
Working with student groups to raise awareness, funds, books, etc.
for various charities and people in need.
Partnering with community organizations such as:
Bryan-College Station Public Library System
Bryan-College Station elementary, intermediate, and high
schools
Child literacy programs/events

Identification of
Problems/Issues/Opportunities

Problems
The main problem facing Claires Book Shop is that it will be a
new, independent book store in a town with already well
established, prominent book stores.
Competition such as Half-Price Books, Barnes and Noble, TAMU libraries

Opportunities
Provide incentives for students and other patrons to frequent the
store
Location (needs to be near campus to increase availability)

Selection of Target Audience

(Primary)

Demographics:

Gender: Irrelevant
Age: 18-24 years old; Millennials
Education level: Current college students
Ethnicity: Irrelevant
Geographic location: Bryan-College Station, Texas (studying at Blinn
College or Texas A&M)

Psychographics:

Values and beliefs

Education/grade oriented
Want a quiet, comfortable study location
Value books and reading

Selection of Target Audience

(Primary)
Attitudes

Book stores are quiet zones

Book stores are usually for buying books only

Lifestyles

Students dedicated to maintaining high grades

Passionate about books

Prior knowledge and experience:

They already know the main focus of the business is providing readers
with books; generally well informed of the businesss purpose.
They have had previous experience at book stores that offered low prices
and/or a wide variety of books, but not both of those as well as study areas.

Selection of Target Audience

(Secondary)

Demographics:

Gender: Irrelevant
Age: Kids, teenagers, adults 25+
Education level: Irrelevant
Ethnicity: Irrelevant
Geographic location: Bryan-College Station area

Psychographics:

Values and beliefs

Value books
Avid readers
Enjoy cozy areas to spend time reading/buying books

Selection of Target Audience

(Secondary)
Attitudes
Nice book stores are relaxing but expensive
Inexpensive book stores arent relaxing
Lifestyles
Avid readers
Prefer to spend time quietly reading or relaxing
Prior knowledge and experience
They already know the main focus of the store is providing readers with books; generally well
informed of the businesss purpose.
They have not had experiences at book stores that include low prices and a multitude of
comfortable reading areas.

Selection of Target Audience

College students in Bryan-College Station are the primary audience

for Claires Book Shop because they makeup a large portion of the
areas population. By offering low prices on books and providing
services such as study areas, we will be able to serve their needs.

Other people, from children to adults, are the secondary audience

because their need for this produce isnt big enough to make them
the primary audience but is still present. Comfortable reading areas
and affordable prices are beneficial for customers of all ages.

Campaign Objectives

The objectives are:

To generate awareness of the business at A&M and in the BryanCollege Station area.
Identify its unique products and services offered.
Persuade customers to come to the store.
Gain customer loyalty and establish the company as a competitive
bookstore in Bryan-College Station.

SWOT Analysis (Product)

Strengths

Offers lower prices than Barnes and Noble and more comfortable reading areas than competitors
such as Hastings, Half Price Books, and Barnes and Noble.
Free WIFI, abundant outlets, and quiet zones conducive to studying
Not associated with any large chain; independent.

Weaknesses

Not open 24 hours for students to study

Because its a small store, it cannot sustain a large amount of employees. Services may be slightly
limited due to this.
Individually owned and operated, so it wont be starting with the financial backing and customer
base that big chains do.

SWOT Analysis (Product)

Opportunities
Offer discounts to students with valid college ID (not limited to A&M)
Willing to team up with A&M organizations
Team up with organizations in the community (public libraries,
schools, hospitals, etc.)
Extended hours during finals

Threats
Competitors offering low prices
Location (not on campus, may be inconvenient for students)

SWOT Analysis (Brand)

Strengths
The small size of the business will make it possible to build strong
relationships with customers
We know what college students need and provide it (a great study
break or space to study)
We can provide for everyone in the community with our selection
and prices that agree with all incomes
Owned and operated by an Aggie (Aggies help Aggies)

Weaknesses
Small, new business; not well known
Several other bookstores in town that are more well known

SWOT Analysis (Brand)

Opportunities

Associated with groups at Texas A&M (build brand name at TAMU and in the
community)
Collecting/donating books to hospitals, libraries, charities for families in
need
Fundraising for various child literacy, reading program type of
organizations

Threats

Having expansive reaches, Half Price Books, Barnes and Noble, and Hastings
all have well established customer loyalty. Coming in as a new, independently
owned bookstore, it will take time to build relationships with customers and
develop brand loyalty.

Strategies and Tactics

Strategies

Spread awareness of Claires Book Shop

Promote Claires Book Shop as a study place

Tactics

Use Twitter to highlight discounts and sales, promote the store, and interact with followers to
gain an online presence.
Use Facebook and Instagram to highlight discounts and sales, showcase special events, and
advertise.
Radio advertisements (98.3, 95.1, 100.9, etc.)
Become actively involved in the community through previously stated methods
Special promotions on campus

Hand out coupons, mugs with the logo, other paraphernalia with the logo on it encouraging students to
come study or shop at my book store.

Strategies and Tactics

Key message
Claires Book Shop is a unique bookstore that meets all reading,
relaxing, and studying needs for college students and other
residents in the Bryan-College Station area.
Slogan: An escape from reality.