something southern imc plan

Something SouthernIntegrated Marketing Communications Plan

Table of ContentsEXECUTIVE SUMMARY1

PURPOSE2STATE OF THE MARKET3

STATE OF THE LOCAL MARKET5SWOT ANALYSIS7

COMPETITIVE ANALYSIS8CUSTOMER NICHES9

CUSTOMER RELATIONSHIPS10MISSION STATEMENT11

BRAND ESSENCE12LIFECYCLE MARKETING STRATEGY13

JOB DESCRIPTION17APPENDIX18

ContributorsTEAM MEMBERS

Jenni BrownKristen EllisMorgan Goff

Jesse McCrawJacque Slater

INSTRUCTORTom Eppes

CLIENTSomething Southern

Owners: Mark and Becki Huelse

Executive Summary Something Southern is Oxford’s premier interior design and furniture shop. The uniqueness that owners Becki and Mark Huelse incorporate into Something Southern enables them to provide clients with a one-of-a-kind experience. Each and every project is tailored to satisfy the clients’ varied expectations. In addition to exquisite designs for the home, Becki and Mark create relationships that are built on trust and last for years to come. This strategic plan seeks to find ways to expound upon the previously established success of Something Southern. As the local market of Oxford continues to experience new growth, opportunities for untapped markets are quickly surfacing for Something Southern. By reaching out to new allies, such as realtors and the Chamber of Commerce, Something Southern will be able to grow mutually beneficial relationships with new niche markets. These niches have been narrowed down to general clients, new homeowners, and sorority members at the University of Mississippi. By developing successful relationships within each niche, opportunities of growth will yield to the ability to solidify the Something Southern brand within its community.

1 • Something Southern IMC Plan

PurposeWHO:Something Southern is a design service and furnishing store on the Square in Oxford, Mississippi, owned by Becki and Mark Huelse. WHAT:This proposal has been created to describe ways in which communications can be established between Something Southern and its several different constitu-encies, allowing the brand to best reach its three target niches.

WHERE:Oxford, Mississippi and other areas within close proximity

WHEN:Over the course of the next several months and years

WHY:By establishing relationships with constituencies and allies, Something Southern will be able to reveal its brand image and develop a presence within untapped markets. This communications development will, in turn, bring more customers into the store and allow for new client relationships to be established.

Something Southern IMC Plan • 2

State of the MarketNATIONAL vs LOCALSimilar to Lafayette County, the national furniture industry is highly fragmented with no one company controlling a commanding market share. Most operators are small, privately run businesses with fewer than nine employees per establishment. ISIS-World estimates that, by the end of 2015, the industry will have over 31,0000 oper-ators. Close to 60% of these companies will be operated by single-owner or small, family businesses. IBISWorld expects per capita disposable income to rise at an average annual rate of 2.5% over the five years to 2020. Consumer sentiment is also expected to increase, encouraging customers to purchase goods from furniture stores.

Lafayette County’s population increased by 11.8% from 2010 to 2014. According to the city’s land use plan, Oxford is expecting an increase of population from 21,173 in the year 2000 to approximately 44,012 in 2020.

National research shows that rising homeowner rates will encourage consumers to purchase more household goods, including furniture. According to the U.S. Census Bureau, Lafayette County is Mississippi’s fastest growing county since 2010.

The Chamber of Commerce is projecting a 19.9% increase in jobs over the next 10 years.

• Gray area indicates US recession


TRENDSAffluents (100k+) want quality products when they buy. Eight out of ten say that it is important that the furniture within their home is of high quality. When Furniture Today asked which room its readers would update next, the living room came in as the most popular answer. Consumer spending on furniture and bedding, the broadest measure of the indus-try’s performance at retail, is expected to rise by 4%. Consumer preferences are changing dramatically as retirees exit and a younger generation enters the market, and technology is leveling the playing field. In order to groom new customers, retailers will need to find a way to meet the younger generation where they are: on the Internet and on social media. The furniture industry must find ways to develop and implement marketing initiatives that incorporate new media strategies. Retirees moving from five bedroom family homes to three bedroom town homes or condos are usually met with downsizing challenges. Not only is their old furniture not scaled to fit the sleekly designed environments created by new construction (features kitchen islands, built-in shelves and a lack of formal dining rooms), but their furniture also looks and feels dated in the new spaces.

State of the Local Market

Wellsgate Community

There are currently 480 completed homes in Wellsgate with another 24 under construction. When those are finished this year, Wellsgate will consist of 504 homes. There are another 67 vacant lots ready for construction. Of the 67, half are owned by builders. Those lots are likely to be developed in the next year, if scheduling permits. For example, if one builder owns 21 lots and is building on 7 of them right now, that builder is left with 14 more vacant lots. Construction on those remaining 14 lots could be expected to begin as soon as the others are completed and sold. Wellsgate mantains popu-larity among builders, as it has proven to be a prime market for selling built property. The remainder of the vacant lots are held by private owners and will be developed as the owners decide to have homes built or to sell the lots to someone else. There is no way to certaintly predict when that develop-ment will spur, but, based on the Lafayette County population expectancy, all or nearly all the lots should be expected to be completed within the next five years. When fully completed, Wellsgate will consist of a total of 571 homes.

Highlands

There are 32 completed and occupied homes, 1 home that is almost completed, 2 homes under construction, and 3 more lots approved to start construction in the Highlands community. There have been a total of 38 homes developed in 10 years, which is an average 4 homes per year.

NEIGHBORHOODS


HOMES IN LAFAYETTE COUNTY 2013 LAFAYETTE COUNTY CENSUS

TOTAL OXFORD COMPETITORS

ACTIVE OXFORD COMPETITORS

32

28

24

20

16

12

8

4

0

< $25k $25-35k $35-50k $50-75k $75-100k $100-150k $150k +

Perc

ent o

f Hou

seho

lds

Income Range

HOUSEHOLD INCOME IN OXFORD

Year Built Structures

2010 to 2013 171

1970 to 1979 2,921

1990 to 1999 5,236

1950 to 1959 1,327

2000 to 2009 8,071

1960 to 1969 1,562

1980 to 1989 2,407

1940 to 1949 326

1930 or earlier 844

Total Housing Units

Occupied Housing Units

Vacant Housing Units

22,811

15,743

7,068

29 retailers

21 retailers

36 interior designers

10 interior designers


SWOT AnalysisSTRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

- Positive Word of Mouth - Experience - Reputation Among Locals - Services Furniture and Design - Quality of Products

- Reputation for being Expensive - Awareness Among Oxford Visitors - Signage In store and from street

- Celebrity Status in Oxford Position as Local Expert - Student/Parent Market - Web Cookies - Window Treatments - Integrated Building Strategy - Inexpensive Market - Internet/Social Presence

- Competition Stash, Jones at Home, Internet - People’s Hometown Designers/Furniture Retailers

Referred to themselves as being “like Ikea or Restoration Hardware” Bigger stores are in Memphis and Tupelo Oxford store is not its primary location Very price-centered, message is focused on hitting an affordable priceMore about selling, rather than developing relationships Contact person in store was nice but not necessarily knowledgeable Seemed modern Sold “gift” items

A lot of gift products (i.e. wine glasses, dog collars, candles, frames)

Chalkboard behind counter said “Find us on Facebook”Sign is visible & invites in-store customers to find out moreNo pamphlets for customers to physically take with them Oxford style – locally based Inventory “changes weekly”

Sister is moving from Nashville and is an interior designer, but there is not currently an in-store designer

Competitive AnalysisSTASH

JONES AT HOME

Customer Niches “Mary Katherine” - 18 – 22 years old, Female • Involved in organizations around campus • Socially active • Importance placed on grades • Higher income family • Highly interactive online; specifically on social media• Devotes time to fitness and sporting events • Makes more online purchases and impulse purchases on fashion • Tethered to phone and electronic devices, typically spending over 5 hours on social media every day • National – OnCampus Research says 48% of female college students prefer to receive information via Word of Mouth • “Mary Katherine” feels that anything that can be done online is easier than in person

SORORITIES

NEW HOME OWNERS

“William and Marianne” - Median Age: 61 - Tapestry: Silver and Gold • Retirees - Mostly older married couples with no children• More than half of the households draw retirement income • Average household size is 2.02 • Have the free time, stamina, and resources to enjoy the good life• Spend 30% above the national average on housing expenditures • Well-educated • Partial to luxury cars or SUVs• Pursue the luxuries that well-funded retirement affords: an active social life, travel, hobbies, and sports (especially golf and boating), and liberal use of home maintenance services to minimize chores • Avid readers of newspapers, magazines (sports and travel), and books (audio, e-readers, or tablets) • Generous supporters of charitable organizations

“Michael and Jenna” - Tapestry Segment – 17% Oxford / “In Style”• Recently married• Primarily without children, but planning for them in the future • College educated • Homes an integral part of their style, so they invest in home remodeling/maintenance, DIY, or contractors• Mobile-friendly • Use Internet to search for information and receive news • Healthy income investments boost wages and net worth • Already investing in retirement plans • When shopping, they check for best prices and redeem both regular and mobile coupons for even better deals. • Labor force participation is high, generally white-collar work • Partial to late model SUVs or trucks


Customer Relationships

CUSTOMER COMMUNICATIONS CHART

Something Southern

Niche 1:Sororities

Niche 2:New Home Owners

Niche 3:General Clients

Ally 1:Realtors

Ally 2:Chamber of Commerce

NICHES ALLIES FUTURE AVENUESSororitiesNew Home OwnersGeneral Clients

RealtorsChamber of Commerce

House PaintersLandscapersBuildersLocal ArtistsLawyersLifestyle Retailers


Mission Statement

The mission of Something Southern is to provide quality, personal service

tailored to every customer’s preferences. Our unrivaled design experience and

furniture vendors allow us to make every project truly unique to your individuality.

“”

Brand Essence

Lifecycle Marketing StrategyGENERAL CLIENTSEarly-Lifecycle: Awareness and Discovery (Pre-Purchase)Objectives • To increase business by 30% within a full calendar year Strategies • To raise awareness and drive customer engagement through communications tacticsTactics • Set up a welcome series • After gaining customer contact information and entering them into the database, send out a welcome e-mail and customer profile survey to determine customer segments and interests o Within the survey, include customer profile style/interest questions so that further contact caters content to their specific needs • Use web analytics to determine which site referred them to the website • Use surveys to determine customer segments o Examine survey demographic information to determine which type of content they consume and are generally interested in receiving • Promotions • Seasonal promotions during off-season that offer free consultations and service discounts

Mid-Lifecycle – Retention and Loyalty Objectives • Increase sales by x% within one calendar year Tactics • Send monthly e-mails that link to the blog and update readers of the month’s happenings, new trends/products, etc. • Acknowledge loyalty for repeat customers • Thank you cards after big purchases • Birthday offering special discount • Christmas cards • Every six months to a year, contact customers who have only made one purchase and provide them with an incentive to make another purchase

Late Lifecycle – Attrition and Re-ActivationTactics • Send e-mail to contacts who have not yet made a purchase, or who have not been in contact for a while that is similar to “we miss you,” or “sorry to see you go,” if you know they are moving, etc.


Early-Lifecycle: Awareness and Discovery (Pre-Purchase)Objectives • To increase relationships with 20% of sororities by the six-month mark of plan implementation Strategies • To develop mutually beneficial relationships with sororities from the University of Mississippi Tactics • Establishing relationships • Contact each house’s event coordinator to schedule potential events with Becki • Mother Daughter Tea Day • House Events/ Seminars o “How To Transition From Dorm to Apartment” • E-mail Campaign • Once sorority e-mail contact is acquired, send welcome e-mail. • After meeting them, we know they are interested in products and services related to home decor and design. We then introduce sorority members and mothers to specific products and packages that would appeal to them. • We will be able to learn if they are interested in certain packages and products related to roommate living or first time apartment, and generate e-mails accordingly. • We will be able to learn what life stage they are in. For example, we will know when students are moving into the sorority house or into apartments. • Promotions • Seasonal packages o If you sign up by a certain date you get X discount • Bulk Discount o If you sign up within your sorority you get X discount • Create specific brochures for the sorority niche • Include the sorority package information

Mid-Cycle: Retention and LoyaltyTactics • Send out monthly e-mails that highlight Pinterest content that provides product recommendations, announces new products, and reminds them of item replenishments • Consider thank you e-mails and/or handwritten letters when customers hit key milestones – could also include discounts for certain accessories (candles, frames, etc.) • Every six months to a year, contact customers who have only made one purchase, and provide them an incentive to make another.Social Media Contest • Something Southern Contest • Winner gets a room in the sorority house decorated for home tours during recruitment week • Sponsorships • Greek events (Charity Bowl, Sponsorships, etc)

OLE MISS SORORITIES


NEW HOME OWNERSEarly-Lifecycle: Awareness and Discovery (Pre-Purchase)Objectives • Increase relationships by x% in six months Strategies • Develop relationships with influencers (allies) in order to increase awareness and drive customer engagement Tactics • Offer tutorial classes for young couples and other new home owners to learn how to decorate a home, the importance of quality furniture, etc. • Holiday/seasonal open house events with food and drinks that invite new home owners to learn about home decoration and products (similar to current Double Decker event) • Grove tailgate tent • Bridal Registry** From this point, the following tactics will be utilized to build relationships with New Home Owners through specific allies: Realtors and Chamber of Commerce.

REALTORSTactics • Host seminars twice a year for the North Central MS Realtors Association to introduce them to products and services offered by Something Southern • How to stage a new home • Ways to make a small room seem bigger, etc. • Provide incentives by recommending realtors onto blog • If designing house, mention the realtor who sold it • Direct Mail • Quarterly Thank You’s • Christmas Cards • Updates • Specific website tag for realtors

CHAMBER OF COMMERCETactics • Entrepreneurial Development Foundation Events • Women in Business Luncheon • First to Know • “Celebrity Status” • New Comers Packet • Include brochure • Include any Something Southern events into New Comers Club monthly newsletter



BRAND ENHANCEMENT TACTICSPrint • Magazine features/columns • Wellsgate, Invitation Oxford, Stages Mississippi • “Celebrity Status” • Billboard • Continue using current board • Brochures • Generic in the store/ for realtors and builders • Orientation-specific

In-store signage • Wall hangers with product/service messaging • TV’s playing home tours in the window and in store

Outside signage • Make more visible/colorful

Website • Personal Videos • Becki describing her passion for her work o Explaining the design process o What customers can expect from working with her • Customer testimonials • Virtual home tours • Communicate budget flexibility • Tabs to show every service offered • Update photos • Before and After • Incorporate all social media channel links

Social Media • Pinterest • To position yourself as experts, pin from own website content in article form, and provide tips, how to’s, DIY, etc. • Blog • “Celebrity Status” • Becki gives design tips, engages in story telling • Mark gives entrepreneur tips, engages in story telling • Instagram

Job DescriptionJOB POSTING TITLECommunications Manager

JOB DESCRIPTIONSomething Southern is looking for a dynamic and creative individual to work as the Communications Manager for Oxford’s premiere interior design and furnishings firm. At Something Southern, you’ll work to build effective communications programs designed to increase engagement with our audiences, establish relationships with constituencies, and promote and enhance the Something Southern brand.

RESPONSIBILITIES• Build, manage, and implement effective social media strategies including content creation and execution• Manage contact information database for current and potential customers• Create e-mail marketing campaigns directed toward existing customers and newly acquired customers• Communicate with event coordinators from different sororities at the University of Mississippi• Plan and organize multiple Something Southern events throughout the year• Develop and maintain the social media marketing calendar and update social media sites• Manage databases to send personal notes, e-mails, and gifts to clients• Manage CRM software database• Create and publish blog content regularly

BASIC QUALIFICATIONS• Ability to develop and build effective strategies for digital engagement• Ability to multi-task and thrive in a busy environment• Preferably undergraduate degree in related field (Communications, Public Relations, Marketing, etc.)• Effectively communicate and work well with other members of the staff• Highly energetic, creative, and flexible • Skilled with making and reaching a desired end goal• Team-oriented, motivated, self-starter who thrives in a dynamic environment• Excellent verbal and written communication skills• Excellent organizational, planning, and time management skills


Appendix

WHAT IS THE CUSTOMER LIFECYCLE • CUSTOMER LIFECYCLE STAGES • THE BENEFITS OF CUSTOMER LIFECYCLE MARKETING • PULLING THE (LIFECYCLE) TRIGGER • LIFECYCLE MARKETING GUIDE • LIFECYCLE SURVEY EXAMPLE • REALTOR SURVEY • SORORITY SURVEY

WHAT IS THE CUSTOMER LIFECYCLE?• It identifies milestones in a common path that most customers tend to follow over the course of their relationship with a brand or retailer. • The goal is to tailor marketing communication based on the lifecycle stage of the customer. • The idea is that while the goal is always the same – developing loyal, repeat customers – there are different tactics and messages that are likely to resonate most with customers at different stages in the customer lifecycle.

CUSTOMER LIFECYCLE STAGES Member: • Any user who has signed up for email communications, but hasn’t made a first purchase One Purchase Buyer • Any customer who looks like he or she is buying at his or her own typical purchase frequency“Active” Repeat Buyer • A repeat customer who looks like he or she is buying at his or her own typical purchase frequency“At Risk” Repeat Buyer • A repeat customer who looks like he or she is beginning to “cool down,” or veer off of his or her own individual purchase frequency. o For example, for a customer who typically buys once a week, this might mean going two or three weeks without making a purchase. “Lost” Repeat Buyer • A repeat customer who has veered so far off of his or her typical purchase frequency that, based on other historical customers that he or she resembles, is very unlikely to return.

THE BENEFITS OF CUSTOMER LIFECYCLE MARKETINGRelevant • As opposed to “batch and blast” e-mail campaigns, lifecycle-based marketing e-mails contain content that is tailored to the individual customer, or customer segment, and is therefore relevant and engaging.Insight-Driven • Insights shape marketing decisions such as creative, timing, and offerings and allow for a personalized and relevant customer experience – one that is driven by customer behavior. • A calendar-driven marketing program typically does not take into account customer behavior but rather sends out communications based on external events such as holidays, seasonal changes, store sales, and so on. o It misses out on the opportunity to incorporate customer data into marketing communication, thus making it less personal.Customer-focused • Your marketing goals become aligned with your overall business vision. o Instead of optimizing short-term metrics like campaign revenue or marketing channel conversion, you can focus on improving metrics like customer lifetime value, customer loyalty, and retention.Healthy • By focusing on customer value vs. marketing campaign or channel performance, your business favors long-term revenue and profitability vs. short term revenue gains that sometimes come at the expense of customer experience. • Customer-focused marketing provides visibility into the health of your customer base.

PULLING THE (LIFECYCLE) TRIGGER – Considerations for Designing a Lifecycle Marketing Program

Dig DEEP • Differentiated o The program’s content should stand out from other e-mail programs you have in place. o It’s about nurturing individual customers’ relationships with your company – not promoting the newest product releases (unless the releases make sense in the context of a particular customer journey). • Experimental o Find out the right time to rach out, what type of offer is going to be most effective, etc. o The only way to find out is through robust testing. • Exhaustive o Lifecycle campaigns are most effective when marketing teams identify and test all of the layers at their disposal to deepen customers’ relationships with the brand. • Personalized o Lifecycle marketing gives you the opportunity to tailor your communication to everything you know about your customers’ interests, either passively (by browsing related products) or actively (when signing up).

LIFECYCLE MARKETING: GUIDEEarly-Lifecycle: Awareness and Discovery (Pre-Purchase)

Objectives • Drive member-to-buyer conversion (aka first purchase) • For early lifecycle customers (members who haven’t yet converted), set up a system to automate contact at key points over time.Tactics • Set up a welcome series o When a visitor registers to your site, send them a welcome e-mail. • Use these e-mails to introduce the new member to your store, its benefits and unique features, and also to promote repeat site visits and, ultimately, conversion to a first purchase. • Focus on discovery o New “members” who signed up for your e-mails may not be aware of all of your product or service offerings. These e-mails can fill in those gaps. • Leverage what you know o When members haven’t yet made a purchase, it can be difficult to know their interests. To combat this, leverage on-site member behavior. • For example, if someone enters the site through a blog about high- end handbags, you have a general idea of their style preferences. • Look for differences o Identifying differences in response rate to various promotions and messages by acquisition source or demographic can help determine the best way to talk to different groups of users. • Try (smart) promotions o For example, a marketer might consider testing a 5% discount for members who haven’t converted by the 30-day mark; a 10% discount for members who haven’t converted by the 60-day mark; and a 15% discount for members who haven’t converted after 90 days. o Promotions can also be limited to specific product categories the member has expressed interest in.

Mid-Lifecycle – Retention and Loyalty

Objectives • Drive repeat purchases and higher customer engagement. • Encourage mid-lifecycle customers (customers who have made one to several purchases) to deepen their relationship with the brand. o Convert one-time shoppers to repeat buyers and encourage repeat customers to keep coming back. Tactics • Cross-sell o Once a customer has made at least once purchase, you have a much better sense of who she is - and what she’s likely to want next. • Leverage this insight to make personalized recommendations, or highlight categories or brands in your creative that will appeal to customers. • There are multiple e-mail types that can be leveraged for personalized cross-selling: item replenishment, product recommendations, and new product announcements. • Acknowledge loyalty for repeat customers. o Consider “thank you” e-mails, even without incentives, when customers hit key milestones. • Test offers for one-time buyers o Consider extending offers at key touchpoints for one-purchase customers and possibly escalating the discount strategy with a larger incentive at each subsequent conversion opportunity. o Always set up a promotional strategy to be measured, which assesses cost, incremental revenue, and profit impact.

Late Lifecycle – Attrition and Re-Activation

Objectives • Win back lapsed customers. • For customers who look like they are beginning to “fade away,” step in with targeted winback campaigns. Tactics • Be honest o Acknowledging the chilled relationship upfront can often be an effective way of melting the ice, as well as addressing the underlying reason for the negative experience. • Subject lines like (“We miss you! Come back and save”) or (“It’s been a while since we’ve seen you around…”) can lead lapsed customers to pause and re-evaluate rather than instinctively moving your e-mail to the trash. • Invest in your best customers. o If there’s one place where the investment of keeping a customer coming back is justified, it’s when a great customer goes silent. • Think about trying extra-special incentives - including discounts larger than you would normally extend to other customers - for the very best of the best customers. • Give them a reason to come back, with a compelling call to action. o If you have something new and exciting to promote, like a new product category, a Facebook sweepstakes, an online chat with your brand ambassador, or even just a seasonal sale, make sure you highlight these as hooks to win back your lapsed customer.

LIFECYCLE SURVEY EXAMPLEEarly Lifecycle Survey • Questions • General demographic questions • Age • Relationship status • Average design budget • How did you hear about Something Southern? • How likely would you be to recommend? • Why did you come to the store? • Did you end up making a purchase other than what you intended to buy? • Do the prices fit your expectations? • What did you think of Something Southern before you entered the store • Would you shop with us again? • How frequently do you design your home? • Style preference • Have images of different styles for them to select • How did you like the product range offered? • How was the service?

Mid Lifecycle Survey (sent to contacts who have made a purchase) • Questions • Are you looking to redesign your home in the next six months? • What products have you seen elsewhere that you would like to see offered by Something Southern? • Now that you have lived with the design, how satisfied are you? • Would you like to be notified of new products in the store? • Have you followed us on... o Facebook? o Pinterest? o Instagram? o Our blog?

Late Lifecycle survey questions • Questions for contacts who haven’t made a purchase • What products or services would you be interested in receiving from Something Southern? • Offer promotion or invite to come back

• Questions for customers who haven’t made contact in a while • Are you satisfied with the producsts/services you have received from Something Southern? • We haven’t heard from you in a while, is there anything we can do for you? • Would you want to work with Something Southern again? • (If they don’t want further contact) What is the reason you are leaving us?

REALTOR SURVEYQ1 What is the average sales price of the homes your clients purchase?A. $80,000 - $100,000 (1)B. $100,000 - $300,000 (2)C. $300,000 - $500,000 (3)D. $500,000 - $700,000 (4)E. $700,000 - $1,000,000+ (5)

Q2 Do your clients ever request your recommendation for interior design services?A. YesB. NoIf Yes Is Selected, then skip to “Click to Write” the answer text.

Q3 Would you be willing to recommend an interior designer in the future?A. YesB. NoIf No Is Selected, then skip to “Please explain why you would not make...” If Yes Is Selected, then skip to “What would be your ideal partnership...”

Q4 Please explain why you would not make a recommendation.If “Please explain why you would not make...” is not empty, then skip to “End of Survey.”

Q5 Who are the top two interior designers you recommend and why?

Q6 How frequently do you provide this recommendation? A. NeverB. RarelyC. SometimesD. Most of the TimeE. Always

Q7 What would be your ideal partnership with an interior designer in order to recommend their services to your client?

Q8 How likely are you to recommend Something Southern as your preferred interior designer?A. Very UnlikelyB. UnlikelyC. Somewhat UnlikelyD. UndecidedE. Somewhat LikelyF. LikelyG. Very Likely

Q9 Please provide your e-mail address if you are willing to be contacted at a later date.

SORORITY SURVEY: Q1 How familiar are you with interior design firms in Oxford? A. Extremely familiarB. Very familiarC. Moderately familiarD. Slightly familiarE. Not at all familiar

Q2 When you think of interior design firms in Oxford, what brands come to mind? _____________________________________

Q3 Which of the following stores have you heard of? (Select all that apply)A. Jones at HomeB. Stash by WeathervaneC. Something SouthernD. Other (please specify)E. I have not heard of any of these

Q4 Which of the following services do you currently use? (Select all that apply)A. Furniture Stores in OxfordB. Furniture Stores from HomeC. Furniture Delivered from the InternetD. An Interior Designer from HomeE. An Interior Designer in OxfordF. I don’t use an Interior Designer

Q5 At what point(s) in your college timeline are you most likely to need new furniture/ an interior designer? A. I never need new furniture.B. I never need an interior designer.C. Moving into a sorority house.D. Moving into off-campus housing.E. Moving into dorm room.

*For the answer you selected, please specify the extent to which you might need furniture or design services. Ex: new headboards, new curtains/linens, couches, side tables, etc.

_____________________________________

Q6 Have you heard of Something Southern? A. YesB. No

Q7 In the last year, how often have you heard other people talking about Something Southern? A. Extremely oftenB. Very oftenC. Moderately oftenD. Slightly oftenE. Not at all often

Q8 In the last year, where have you been exposed to advertisements for Something Southern? (Select all that apply)A. BillboardsB. MagazinesC. NewspapersD. OnlineE. Public TransportationF. RadioG. TVH. Yellow PagesI. I’ve never seen or heard any advertisements for this brandJ. Other (please specify)

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