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Golden Eagle Landing Plans Book

Jonathan Grimm Savannah Jerashen Katie Bonchi Geoff Graham

May 8, 2013

Executive Summary This plans book aims to transform the Golden Eagle Landing from an unknown presence to a well-known retailer of Clarion University school spirit merchandise. The following pages contain information pertaining to this client, its current state and how this plan will enable the Golden Eagle Landing to soar to new heights. This plan includes several key elements that will initiate the success of the Golden Eagle Landing. These key elements include a SWOT analysis, target market profile and creative tactics. Employing these elements together will not only initiate the success of the Golden Eagle Landing, but help to sustain it. Several deliverables have been included in this plan, consisting of a flyer for a sales promotion, a design for a new sign, a new website design, a poster ad, a white paper and a press release.

Section 1: Client Profile

Client Overview Our Client is the Clarion Golden Eagle Landing and the Clarion University Book Center. The mission for the business is to create a comfortable atmosphere where students can purchase items needed and associated with classes, daily need items and Clarion University merchandise. All the proceeds go directly back into the university. The Golden Eagle Landings mission and focus is to capture customers from beyond just students, parents, and alumni. The Landing wants to stretch the campus deeper into the surrounding community of Clarion. The clients of each store range from students, tourists and also the local residents of Clarion. Many of the unique products sold at both locations cannot be found in other Clarion stores. A unique feature of the bookstore is its recently added book-renting kiosk, rounding out its traditional book sales to provide a niche in the Clarion student body. The Landing has a niche in the community in providing Clarion souvenirs. Client History The Golden Eagle Landing was created as a subsidiary to the Clarion University Book Center, serving as an off-campus gift shop site. The idea to expand the book store to the downtown location was first introduced in the early summer of 2012. On August 13, 2012, the Golden Eagle landing, located in the Main Street building that was previously occupied by the S&T Bank, opened its doors to the public. The event was celebrated on August 20, 2012, with a ribbon-cutting ceremony at the new location. A grand opening celebration was also held during the 2012 fall academic semester, including special events and in-store prize giveaways from September 29 through October 6, coinciding with Clarions annual Autumn Leaf Festival. The significant media attention The Golden Eagle Landing received during its initial launch helped the business to establish its presence within the downtown Clarion community.

4 Problems and Challenges The key challenges facing the Landing and the bookstore are bringing in more student and non-student customers, as well as informing customers as to what types of products are sold at each location. Once these key problems are addressed, there will be a secondary challenge of customers returning. Potential customers may assume the bookstore and the Landing only offer school supplies. Informing prospective customers of the variety of items offered will be key to bringing in new customers and the success of this campaign. Customer loyalty is necessary in todays market. The stores have an issue with customers making a purchase once and not returning. Opportunities By implementing this plan, the bookstores Golden Eagle Landing will seize many new opportunities. By broadening their outreach to not only the students, but also the community, it will bring new business to the store and increase their sales immensely. Our goal is to make more of the community and Clarion University students aware that all proceeds from the bookstore and the Golden Eagle Landing go back to the students. By using social networking sites, the business will be able to better inform potential customers of sales and other events the bookstore and the Golden Eagle Landing will be holding, in turn bringing more customers to the location. We also plan to make the Golden Eagle Landing location appear as an easy and welcoming alternative for community members that do not feel comfortable traveling to the campus bookstore. With events, flyers, community outreach and social networking, the stores sales and reputation with continue to gain recognition by community members, faculty, parents and students.

Section 2: Situation and SWOT Analysis

Company Analysis The Golden Eagle Landing opened its doors on Main Street in an attempt to bring the Clarion University brand to downtown Clarion. As is the case with many colleges and universities, students at Clarion University traditionally wear university-logoed apparel, including T-shirts, sweatshirts, lounge pants and hats. Owning university apparel helps students feel connected to the university and re-enforces the fact that they are part of the student body. The mission of the Golden Eagle Landing is to generate sales for university-themed items within the community. The Landing started strong, with local media coverage and a week-long grand opening event coinciding with the annual Autumn Leaf Festival in downtown Clarion. However, promotions and advertising somewhat fizzled out quickly after the initial launch, as did sales for the Landing. Despite low sales volumes at the Landing, trends show university students want for university apparel. The Main Street store has the opportunity to establish itself as the main apparel provider for Clarion University, based on the fact that students will buy Clarion University apparel. Additionally, the store has the ability to better establish its presence in the downtown Clarion area, as a place for leisure and studying activities. Consumer Analysis Main consumers of the Golden Eagle Landing consist of males and females between the ages of 18 and 23. According to a survey conducted on surveymonkey.com, consumers want to see more Clarion University items at the Eagle Landing, as well as more Clarion, Pennsylvania

items. These consumers consist mainly of students who live on campus, and do not reside in Clarion County. Many of these consumers stated during interviews that they leave Clarion on weekends and holidays to work and visit family, and that the majority of their time is spent on campus. Respondents also stated that most shopping is done at Walmart. Analysis of interview results concluded that consumers are motivated to buy Clarion University items due to school spirit and a feeling of pride. Wearing Clarion University clothing shows support for the school. Using products with the Clarion logo shows support as well. Further analysis of interviews shows consumers who do purchase items at Golden Eagle Landing do so due to convenience. The target consumers value friendship, education and belonging. Away from family, these consumers rely heavily on friendship and belonging while at school. Education remains a key value for these consumers. Product/Brand Analysis The Clarion University brand contains a lot of power behind it, but the products do not. Clarion University as a whole and a brand appeals to the students and parents buying from both the University Book Center and the Golden Eagle Landing. Over 82% of respondents of a survey on surveymonkey.com expressed interest in seeing more Clarion University items in Eagles Landing. The products sell well in the on-campus bookstore, but little awareness of the Landing location is leaving the store with less business. The Landings main selling points include merchandise, such as souvenirs and clothing. According to the surveymonkey.com data, 64.3 % of Clarion students stated that they would be enticed by a loyalty program at the Eagles landing location, but currently do not receive any flyers, notice of sales or rewards from the store.

Competition Analysis The main competition for the Golden Eagle Landing exists in Dan Estadts Sports, also located on Main Street. Dan Estadts provides Clarion University and Clarion Pennsylvania apparel at a premium price to local consumers. Due to the close proximity of the two shops, the Golden Eagle Landing must compete with promotions and perks that Dan Estadts offers. The stores fully-functioning Facebook page offers consumers a virtual catalogue, which enables users to see the stores inventory. Dan Estadts Sports has built a reputation for quality products and service within Clarion University and the Clarion community. SWOT Analysis Strengths of the Golden Eagle Landing include the power of the Clarion University brand and the dedication of the student body to that brand. Students want to own university apparel and memorabilia. One of the main weaknesses of the Landing lies in the fact that the location of the store resides off campus. With the target demographic being students, the Main Street location remains less than convenient. Also, the store implemented no promotion or advertisement beyond its initial launch. Additionally, the store lacks focus on marketing a specific product. An opportunity of the Landing involves expanding the marketing of university apparel and merchandise to become the number one university apparel company in Clarion. Threats the store faces include being outsold by competition and closing its doors due to low sales volumes.

Section 3: Target Market Profile

Current Consumer Recap The current consumers of the Golden Eagle Landing mainly consist of students aged 18 to 23. Many of these consumers live on campus, and do not reside permanently in Clarion County. The consumers want to see more Clarion University items at the Eagle Landing, as well as more Clarion, Pennsylvania items. Respondents stated that most shopping is done at Walmart. Analysis of interview results concluded that consumers are motivated to buy Clarion University items due to school spirit and a feeling of pride. The target consumers value friendship, education and belonging. Away from family, these consumers rely heavily on friendship and belonging while at school. Primary Target Market: Students The primary market segment whose needs and wants are best met by the Golden Eagle Landings products is Clarion University students who participate in clubs and sports. Students want to own apparel branded with the schools name because it gives them a sense of pride while attending Clarion. This need for belonging becomes more apparent in students who involve themselves in extra-curricular activities. The primary target market segment that provides the best opportunity for the growth of the Golden Eagle Landing is incoming Clarion University freshman. This segment consists of students who usually do not yet own university branded items. In this situation, the Landing can benefit by providing university merchandise to incoming students, simultaneously fulfilling their needs and wants.

The primary market segment that will best respond to the Landings products is students who reside on or close to the campus. These students are more immersed in the Clarion way of life, as they live together to form the college community. These students are active in gatherings and events held on the campus, and are more likely to see forms of communication posted around the campus, such as advertisements and flyers. Additionally, these students understand that the Clarion brand is more than just a name on an item, but a way of life while attending their four or more years at the school. Secondary Target Market: Non-Students The Secondary target market segment that has needs and wants that are best met by the Eagle Landing is Clarion area residents. The Eagle Landing offers merchandise associated with Clarion University as well as the Clarion Area School District, which this secondary market segment has strong connections with. The secondary target market segment that would provide opportunity for business growth is tourists who visit the town of Clarion and the university. Tourists create the opportunity for business growth mainly during the Autumn Leaf Festival, with thousands of visitors from around the Country. The tourists could become return customers if the Landing is able to provide them with a souvenir. The secondary target market that would be considered heavy users of The Eagle Landing is the parents and alumni. School spirit in the alumni, combined with the memories associated with Clarion University contributes to a high drive to purchase university affiliated products. Parents of students are also considered heavy users of the Eagle Landing due to wanting to purchase items for their children who attend Clarion University.

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Conclusion The selected target markets were selected for both groups dedication to the Clarion brand. The university-branded products offered at the Landing do not appeal to everyone, but mostly those with a direct connection to Clarion University and Clarion County in general.

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Section 4: Problems and Opportunities

Problems The three main problems faced by the Golden Eagle Landing include poor building presentation, lack of advertising and lack of promotions. These three areas are important to maintain a profitable business, and ultimately hinder the business growth and sales. Due to poor building presentation, many potential consumers passing by may not realize that the location is a retail store. Also, the sign in front of the store gives no indication that the Golden Eagle Landing is a gift shop, and there is little merchandise on display in the windows. Without key visual clues, potential consumers do not know that they are able to purchase items they would wish to buy inside of the building. Lack of advertising is a problem that weighs heavily on the Golden Eagle Landing. The majority of the advertising Clarion University does for its shops is for the on-campus location, leaving the Landing off of many consumers radar. There is little to no radio, television, email or print advertising done for the Golden Eagle Landing. Potential and current consumers need to see some form of advertising for the Landing in order to keep them interested. Lack of promotions began after the stores grand opening. During the initial launch of the Golden Eagle Landing, the store ran several promotions, but has since offered none. Promotions would help maintain a strong client base. Opportunities Despite the problems observed concerning the Golden Eagle Landing, the store still faces many opportunities.

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First, the Landing possesses a unique quality: the Main Street location is directly affiliated with the University Book Center. Competitors such as Dan Estadts Sports and Dan Smiths Candies also sell Clarion University branded apparel and gifts, but these competitors do not have a direct connection with the university. The fact that the Landing is an official university store aids in giving the store credibility. Additionally, the connection with the university appeals to the consumer on a psychological level, providing a sense of belonging and pride in Clarion University. These intangible qualities could mean the difference in purchasing from the Landing and purchasing from the competitors. Secondly, the Golden Eagle Landing can take advantage of current trends. Both qualitative and quantitative research conducted for the client concludes that students want to own university branded items. Students find these items trendy and fashionable. With the popularity of university branded items throughout the college community, the Landing has the opportunity to reach out and offer its products to more consumers. Survey respondents indicate particular interest in university apparel, which also gives way to a huge opportunity. Lastly, communication with university students is one of the greatest opportunities the Golden Eagle Landing faces; with its direct affiliation with the university, the Landing has the opportunity to communicate directly with students using university services. The Landing can reach consumers that competitors cannot through media only available to Clarion University students, effectively persuading its primary target market.

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Section 5: Campaign Objectives

Advertising Objective: To generate interest for potential customers of the Golden Eagle Landing so that the store can gain more attention within the community. With the stores fairly new arrival and lack of promotions and advertising, the Golden Eagle Landing needs to establish a presence for its brand within the community of Clarion. Up until the Golden Eagle Landings opening, the University Book Center remained the only universityaffiliated store to sell official Clarion University merchandise. Now, with the presence of the Golden Eagle Landing, the store has brought a part of the university to Main Street. However, the presence of the store currently proves itself as a lesser-known entity than the on-campus location. With this in mind, advertising and establishing a presence in Clarion is crucial. Marketing Objective: To increase the number of sales for the Golden Eagle Landing so that store can gain more revenue. The lack of awareness concerning the Golden Eagle Landing contributes largely to a lack of sales within the store. Essential to growth and profit, store sales must increase. Current sales trends within the store remain steadily low. The low sales trends within the Golden Eagle Landing are counterproductive to this objective. Overturning these low sales trends is the key to the longevity of the Golden Eagle Landing.

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By meeting both the advertising and marketing objectives, the Golden Eagle Landing will experience a gain in exposure, as well as profitable sales increases, ultimately providing the store with extremely valuable insights that will aid the store in future endeavors.

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Section 6: Strategy Overview and Creative Brief

Marketing Communication Strategy Overview The strategy for the Golden Eagle Landing involves portraying the store as the embodiment of school spirit to students of Clarion University. By utilizing advertising, public relations and sales promotions, the Golden Eagle Landing can achieve maximum potential. The objectives of the creative strategy include generating interest in the store to raise more consumer awareness, and increasing sales for the store in order to gain more revenue. With a fully integrated campaign strategy, the Golden Eagle Landing will thrive as a retailer of merchandise that embodies school spirits. The identity of the Golden Eagle Landing in the eye of its target demographic remains largely unestablished. Implementing sales promotions in the store will garner the location the short-term gains it needs to kick-start its new identity. Proper public relations in the campaign will transform the store from the unknown to the well known, ideally benefiting the store long-term. Finally, store advertisements will draw consumers in as the stores persuasive force. Integrated Communication (Creative) Strategy The integrated communication messages will achieve the campaigns objectives by establishing the Golden Eagle Landing as a well-known retailer of Clarion University school spirit merchandise and apparel. The campaign aims to resonate with the target demographic through its pairing of school pride and the idea of owning the Clarion brand. The creative objective of this campaign involves creating the number one university school spirit retailer in Clarion. With a solid strategy that establishes the store as school spirit central, the Golden Eagle Landing will succeed. The integrated campaign will perform its public relations by sponsoring school events

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and activities, as well as community outings. Promotions in the form of special buys and discounts will boost initial sales in the campaign. Advertisements directed toward the target market will generate interest, simultaneously conveying transformational messages to persuade consumers to act based on the feeling of school pride. Research conducted on behalf of the Golden Eagle Landing indicates the strong want for university-branded apparel and merchandise amongst members of the Clarion University community. Implementing the aforementioned campaign strategy will ensure the longevity of the Golden Eagle Landing by drawing in the consumers who want to show pride in their school by owning school-branded products. Additionally, research conducted has identified the specific target market as male and female Clarion students between the ages of 18 and 23. The objective of the creative strategy is to make this target market aware of the Golden Eagle Landing, and to establish the store as a school spirit central presence. The campaign aims to inspire feelings of pride in the target market. Creative Brief The objectives of this campaign include raising awareness of the Golden Eagle Landing so that more consumers know about the store, and increasing the amount of customer traffic in the store so sales volumes increase. The target audience of the campaign consists of male and female Clarion University students between the ages of 18 and 23. Research suggests that this audience currently has very little or no knowledge concerning the Golden Eagle Landing and its products. This campaign intends to change this lack of knowledge and establish the store as the best outlet to purchase school spirit merchandise in the eyes of consumers. The Golden Eagle Landing can thrive better than the competition because of one key feature: all sales profits benefit students in

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the form of funding Clarion University expenses. This benefit exemplifies the ultimate embodiment of school spirit. Because of this feature, the likeliness that students will choose the Golden Eagle Landing over other retailers increases. Through this campaign, consumers will view the Golden Eagle Landing in a new light, as it establishes itself as an integral part of the Clarion University Community in a fun fashion.

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Section 7: Creative Tactics and Deliverables

Creative Tactic/Deliverable 1: White Paper The white paper functions as a guide to educate and direct the Golden Eagle Landing. It can be used to assess opportunities, threats, strengths and weaknesses based on the experiences of the competitor Amazon. This information can be applied directly to the Golden Eagle Landings strategy. Creative Tactic/Deliverable 2: Poster Ad The poster ad serves as the Golden Eagle Landings main form of print advertisement. It will be used to raise awareness of the Golden Eagle Landing and ultimately entice potential consumers to purchase Clarion University merchandise. The overall layout of the poster contributes to its eye-catching appearance. The use of Clarion University colors and unique shape of the posters wings positively associates the ad and the store with Clarion University. Creative Tactic/Deliverable 3: News Release The news release establishes a positive image of the Golden Eagle Landing in the student bodys mind. The story can be printed in the university newspaper The Clarion Call, as well as the local Derrick. The idea of the release is to raise awareness of where the proceeds of the Golden Eagle Landing and University Book Center are spent.

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Creative Tactic/Deliverable 4: Outdoor Ad This outdoor ad will be placed in front of the Golden Eagle Landing. The ad will become the new sign for the store. The current sign for the Golden Eagle Landing is unappealing and does not help to show what the store has to offer. Creative Tactic/Deliverable 5: Sales Promotion A sales promotion at the beginning of each semester will entice new customers. This sales promotion will include Clarion University items. Students with a valid Clarion University ID will receive 20% off their purchase and will be entered into a drawing for a prize. Refreshments will be provided in order to entice potential customers. Creative Tactic/Deliverable 6: Website Design A basic website with simple navigation to the stores products will increase consumer knowledge of the Golden Eagle Landing, and will ultimately generate more revenue. This website will include contact information, as well as products listings of all available merchandise.

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Section 8: Evaluation
Section 1: Ongoing Evaluation The original goals of this campaign consisted of generating more customers and attention within the community, as well as increasing the number of sales for the Golden Eagle Landing. Several strategies are used throughout the campaign by the Golden Eagle Landing Campaign Team in order to meet these goals. Portraying the store as the embodiment of school spirit is one of the main strategies used throughout the campaign. As the campaign unfolds, the campaign team will employ the use of online surveys in order to gauge consumer awareness, as well as feelings concerning the Golden Eagle Landing. The agency team will also analyze reported product use, product audits and scanner data to determine how much more, if any, of the products consumers are purchasing while the campaign is being employed. Section 2: Summative Evaluation The Golden Eagle Landing Campaign Team plans to follow up its campaign for the Golden Eagle Landing in order to measure the campaigns effectiveness. Measurements will be conducted to record the success or failure of both the communication and marketing objectives. The communication objectives will be measured in terms of awareness. If the overall awareness of the Golden Eagle Landings presence increases, the campaign will be considered a successful operation in this aspect. The marketing objectives will be measured in terms of sales volumes. If the overall sales of the Golden Eagle Landing increase, the campaign will be considered a successful operation in this aspect.

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Communication effectiveness will be measured by assembling focus groups, one-on-one interviews and on-campus intercepts. Qualitative data from these participants will be compared to findings during the initial launch of the campaign. An increase of knowledge and awareness of the Golden Eagle Landing will indicate a successful communication campaign. No change or less awareness will indicate failure of the communication aspect of the campaign. Marketing effectiveness will be measured by acquiring sales figures directly from the Golden Eagle Landings point of sales system. Quantitative data acquired from the client will be compared to pre-campaign sales figures compiled at the onset of the campaign. An increase in sales figures from the Golden Eagle Landing will indicate a successful marketing campaign. No change or a decrease in sales will indicate failure of the marketing aspect of the campaign. If the campaign fails to meet objectives in both communication and marketing aspects, the campaign, as a whole, will be considered a failure. If the campaign succeeds in meeting both communication and marketing objects, the campaign, as a whole, will be considered a complete success. If the campaign fails in meeting one objective, but succeeds in the other, the campaign will be considered a partial success. Section 3: Formative Evaluation The communication and marketing objectives used in this campaign were key in the success of the campaign as a whole. Portraying Golden Eagle Landing as a retailer of school spirit merchandise and apparel worked well to attract a core group of consumers. Doing more research concerning exactly what appeal to the audience would have helped to further the effectiveness of the campaign.

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Appendix Schedule of Events May 27 Launch integrated marketing campaign with client Review white paper July 1 Order new outdoor sign Begin html web page coding Order new Clarion University apparel for sales promotions Order print poster ads Order print flyers for sales promotion July 21 Install new outdoor sign in front of store Complete html coding and launch web page Aug 20 Begin school spirit advertising campaign Place poster ads around Clarion campus Aug 26 Start sales promotions Place flyers for new promotions around Clarion Campus Send news release to Clarion Call and the Derrick Dec 13 Conclude campaign Jan 6 Evaluate campaign

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Monthly Progress Tracking Report Objective/Audience Activity On schedule On target On budget (Cells colorcoded yellow) Behind schedule Off target Over budget (Cells colorcoded red) Completed (Cells colorcoded green)

Objective #1 Clarion students

Order new sign Begin new web page coding Order poster ads Install new sign Complete web page Start advertising campaign Place poster ads around Clarion campus Start sales promotions Review white paper Order new merchandise for sales promotions Order flyers for sales promotion Place promotional flyers around Clarion Campus Send news release to Clarion Call and the Derrick

Objective #2 Clarion students

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Budget

Estimated Budget Out-of-Pocket Expenses

Sales Promotion Flyer (200 on color paper) Poster Ad (40) Promotion Supplies (food, prize, decoration) New Sign Website Design Total

$150.00 $400.00 $600.00 $2000.00 $150.00 $3300.00

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Survey Questionnaire and Results

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Deliverable 1: The White Paper The mission statement of Amazon is simply, to be earths most customer-centric company where people can find and discover anything they want to buy online. Jeff Bezos founded Amazon.com in 1995, in order to provide a unique customer experience for internet book buyers (Ramo, 1999). In 2007, Amazon introduced the Kindle, which revolutionized the way people obtained and read books (Flatley, 2008). The business was originally stationed out of Bezoss Seattle garage (Ramo, 1999). Today, Amazon is one of the largest online book suppliers (Amazon, 2012). In 2000, Amazon launched its e-commerce platform, in which other retailers, small businesses and individuals take advantage of selling products on Amazons website (Amazon, 2012). More than two million businesses reached new customers by using this Amazon service (Amazon, 2012). In 2007, Amazon switched gears and released the first Kindle, with Wi-Fi capabilities (Flatley, 2008). In 2011, Amazon released the Kindle Fire, with the Kindle Fire HD being released in 2012 (Amazon, 2012). The Kindle was heavily promoted through multiple forms of mass media, including television, internet ads, as well as radio. Amazon.com has many strengths, beginning with reduced costs to customers. Also, the company prides itself on an international brand reputation, and provides diverse products to consumers. Some weaknesses of Amazon include a lack of physical storefront locations, as well as a lack of detailed descriptions and photos of products being purchased. The company has opportunities in technological advancements, and as a leader in the development of further Eoperations. Major threats to Amazon include traditional bookstores with physical locations moving operations to the online marketplace, and the illegal file sharing of E-books.

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Amazons campaign aims for the consumer to embrace both the Kindle and the Kindle Fire as a way of life. The advertising campaign strives to look cool, artistic and fun. The main power idea behind Amazons Kindle ads is that the Kindle is always on the cutting edge, and that both Kindles are functional and easily incorporated into every-day life. The companys current ad campaign focuses on selling Kindles to a college-aged demographic. Promotion has come in the form of grand releases for Kindle products, as well as on-going Kindle advertisements. One of the major issues faced by the campaign is that consumers often want more from a tablet than just the ability to read books. Although the Kindle Fire can offer the consumer much more than e-books, many assume the product is only for books, and seek out a tablet than can offer more features. Also, Kindle products appear to be less popular than competing products amongst the target demographic, while still popular with middle-aged consumers. Competitors of Amazon include Ebay (as well as other E-commerce based websites), Apple, Microsoft and other tablet providers, Barns and Noble (who also produce the Nook), and other physical storefront bookstores, as well as university bookstores. For the future, Amazon should focus its promotional efforts more on E-downloads for textbooks. With many students turning to other online book providers, often renting physical book copies from sites such as Chegg.com, Amazon needs to establish its presence better with college students to truly find its niche.

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Deliverable 2: Poster Ad Prototype

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Deliverable 3: News Release

News Release

Prestige Worldwide 224 Carlyle St. Pittsburgh, PA

Contact: Savannah Jerashen PR Director

Phone: (814) 771-7520 (office) (814) 771-7520 (cell) (814) 226-2243 (fax) Email:s.l.jerashen@eagle.clarion.edu

April 18, 2013

For immediate release

Clarion University Retail Stores Give Back to Students

Unknown to many, the profits generated by the Golden Eagle Landing and Clarion University Book Center go directly back to purchasing items for students. Theses profits go into separate funds and can be requested for use by any group or organization on campus upon approval by the Student Senate. Recently, profits produced from the bookstores purchased a large marble sculpture of an apple to be placed on campus. Shelly -more-

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Clarion University Retail Stores Give Back to Students 2

Wilson, Interim Business Manager of Clarions Students Association stated, Students can write farewell messages with special markers on the statuewe will keep record of the messages and then clean the statue with a special solution Profits produced from both of the stores are also used to purchase smaller items for the University such as wrestling mats, the televisions in Gemmell and the eagle mascot costume. Recently cheerleaders requested uniforms; those came from the bookstore funds, stated Wilson. The Golden Eagle Landing and the University Book Center strive to provide students with the ideal college experience. By providing affordable products and giving back to the students, the bookstores are the backbone of Clarion University.

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Deliverable 4: New Outdoor Sign Prototype

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Deliverable 5: Sales Promotion Flyer

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Deliverable 6: Web Site Design Layout

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References Flatley, M. E. (2008). Is there a Kindle in your future? Business Communication Quarterly, 71(3), 403-407. Ramo, J. (1999). The fast-moving Internet economy has a jungle of competitors......and here's the king. Time, 154(26), 50. Amazon.com, Inc. SWOT Analysis. (2012). Amazon.com, Inc. SWOT Analysis, 1-11.