Mary Contrary’s New Advertising Campaign

1. Mary Contrary’s New Advertising Campaign Rebekah Bailey Christie Collins Katelyn Rafferty Anna Weiner Adrianna Wilkie

2. History ◊ Mary Contrary started out as a small gardening and Home Décor store in Southern Pines, NC ◊ A privately owned store, by wife and husband duo, Mary and John Wasse ◊ In February 2008, they added another Mary Contrary store to the downtown Greensboro area, at 227-A South Elm St.

3. What is Mary Contrary? ◊ A women’s high-end boutique, specializing in: ◊ Gifts ◊ Kitchenware: Park Designs ◊ Linens: Pine Cone Hill ◊ Locally made jewelry: Beo ◊ Home Décor ◊ Women’s clothes: Sangam, April Cornell ◊ Baby clothes/gifts/accessories: Mimi Rose ◊ Furniture: Habersham ◊ Artificial flowers, flower arrangers, flower tins, flower vases ◊ Caters to 45-60 year old, married mothers, middle-upper to upper class, who like to pamper themselves just as much as others

5. The Mary Contrary If Mary Contrary were a person, she would be a 53 year-old retired grandmother, middle-upper to upper class, living with her husband in Fisher or Irving Park. She would have two children, a daughter in college and another daughter with a family of her own living in the South. She gets her hair done at Chakras Salon and comes into Mary Contrary before or after her appointments. She enjoys buying nice gifts for others and sometimes splurging on expensive clothes or jewelry for herself. She loves the wide assortment of merchandise at Mary Contrary, especially the children’s section – she can always count on finding an adorable, one of a kind dress for her granddaughter.

6. Outdoor Advertising ◊ A painted black chalk-wall outside of the store in the alley ◊“Mary Contrary” will be decoratively and permanently painted at the top of the wall ◊ Each day, a new store special or favorite will be featured on this wall Results: ◊ Passersby will be more enticed to come into the store ◊ Children can play outside, drawing and writing on the chalk-wall, while their moms are inside shopping

7. Location of Chalk-wall Alley

8. Traditional Media Choice: ◊ 99 Blocks, Greensboro’s Weekly Downtown Magazine ◊ Skirt, Greensboro’s Monthly Women’s Magazine Traditional Advertising: ◊ Media spread and coverage of the store ◊ Advertisement placed once a month in 99 Blocks, and every couple of months in Skirt ◊ Include a 10% off coupon on purchases of $20 or more

9. Non-Traditional Media Choices: ◊ “Posy People” Magnets: ◊ Customers will receive a magnet with one of Mary’s Posy People creations ◊ Magnets will include: store name, location and phone number, along with Mary’s personal signature ◊ Form of advertisement through word of mouth and on peoples’ fridges ◊ Posy People are also sold at the store and online in the form of prints, note-cards, canvases, plates and paper weights

10. Mary’s Posy People:

11. ◊Mailing List: ◊ A sales associate will ask shoppers to sign up upon check-out ◊ Shoppers will suggest 5 potential customers, along with their e-mail address and home address ◊ All 5 of the participants will be sent a 10% off discount coupon on their next purchase (by e-mail or snail-mail, whichever the consumer prefers) ◊ E-mail recipients will receive weekly e-mails of what’s new at the store, what has gone on sale and any updated additions to the store, etc.