Designer Shoe Warehouse, Inc. (DSW) Essays - DSW, Inc., DSW

Designer Shoe Warehouse, Inc. (DSW) Essays - DSW, Inc., DSW Company Overview A look into the background of Designer Shoe Warehouse Page 3 Target Audience Who are we targeting with this campaign? Page 11 Strategy Statement How are we going to speak to the target audience? Page 13 Designer Shoe Warehouse Kaitlyn Reeves IMC 615: Creative Strategy 2. 2 Table of Contents Company Overview.............................................................................................. 3 SWOT Analysis.................................................................................................... 7 Target Audience.................................................................................................. 11 Strategy Statement..............................................................................................13 Creative Brief (Print).......................................................................................... 14 Print Executions................................................................................................. 15 Creative Brief (Other)......................................................................................... 21 TV, Radio, & Internet Executions....................................................................... 22 Creative Brief (Non-traditional).......................... ................................................. 25 Non-traditional Executions................................................................................. 26 Digital Components............................................................................................ 30 References......................................................................................................... 35 3. 3 Company Overview Designer Shoe Warehouse, Inc. (DSW) is a national retailer of brand name and designer footwear and accessories for men, women, and children. Currently, DSW has 366 stores throughout 41 states, the District of Columbia, and Puerto Rico. Their core mission focuses on variety, price, and ease of shopping, specifically: To create a distinctive shopping experience that satisfies both the rational and emotional shopping needs of our DSW customers by offering them a vast, exciting assortment of in-season styles combined with the convenience and value they desire. (Investor Information, n.d.) Founded in 1969, under the name of Shonac Corporation, a joint venture between two families, the Schottensteins and the Nachts, the companys initial purpose was to manage the shoe departments in other retail stores, which it did for more than 20 years (DSW, Inc., n.d.). It wasnt until 1991 that the first store was opened under the DSW name. The first store was located in Dublin, O hio, just outside of Columbus, and soon expanded into the Midwest and Northeast (DSW, Inc., n.d.). A typical DSW store averages 22,000 square feet and boasts nearly 24,000 pairs of shoes (Investor Information, n.d.). What made DSW stand out from other discount warehouse shoe retailers was the product offering: rather than mass-marketed shoe brands, DSW offered designer-brand shoes at a discount (DSW, Inc., n.d.). 4. 4 DSW employs several forms of media in order to communicate with its consumers. Besides traditional print and television advertisements, DSW has a strong presence in social media. DSW operates its Facebook page, where its members, who are affectionately termed Shoe Lovers, can discuss all things shoes, receive style updates, and even participate in contests to win free shoes. DSWs Twitter profile mirrors that of its Facebook counterpart, also offering style tips and the chance to win free shoes every Friday. E-commerce is an area in which the company excels. In August 2011, DSW began offering childrens shoes, which are exclusively available for purchase online. In addition to childrens shoes, DSW.com also offers customers a wider array of styles and sizes of footwear (SWOT Analysis, 2012, p. 7). Although DSW.com is already optimized for use on mobile devices, the company plans to launch its own mobile app in 2013 (Joe, 2012). A major marketing success for the company and its con sumers is the DSW Rewards program. DSW Rewards is a free loyalty program that allows members to earn points on every purchase, and once a certain number of points is reached, the customer receives a $10 rewards certificate in the mail. Currently the only way to receive certificates is via mail, so this could be something DSW can improve on. Rewards members also receive other perks, such as double points events, birthday certificates, and free shipping. The program has over 20 million members and DSW Rewards members account for 90% of transactions, therefore providing information on almost all of its customers. 5. 5 Speaking of customers, DSW segments its target audience by behavior, rather than demographics, allowing DSW to personalize its marketing communications. By breaking its customers into behavior groups, DSW is able to better decide what types of promotions and deals it sends, as well as the way it send those promotions. Kelly Cook, Senior Vice President of marketing for DSW, breaks consumers into ten categories: multi-category, loves the classics, fashion- focused, classic deal-seekers, fashion on a budget, man of the house, online shoppers, shopping bag fillers, return trippers, and shoe fanatics. For example, a woman from the multi-category group prefers not only shoes, but scarves and other accessories as well, so she would be sent promotions pertaining to all types of products. On the

Ionic Radius Trends in the Periodic Table

Ionic Radius Trends in the Periodic Table The ionic radius of the elements exhibits trends in the periodic table. In general: Ionic radius increases as you move from top to bottom on the periodic table.Ionic radius decreases as you move across the periodic table, from left to right. Although ionic radius and atomic radius do not mean exactly the same thing, the trend applies to atomic radius as well as to ionic radius. Key Takeaways: Ionic Radius Trend on Periodic Table The ionic radius is half the distance between atomic ions in a crystal lattice. To find the value, ions are treated as if they were hard spheres.The size of an elements ionic radius follows a predictable trend on the periodic table.As you move down a column or group, ionic radius increases. This is because each row adds a new electron shell.Ionic radius decreases moving from left to right across a row or period. More protons are added, but the outer valence shell remains the same, so the positively charged nucleus draws in the electrons more tightly. But, for the nonmetallic elements, ionic radius increases because there are more electrons than protons.While the atomic radius follows a similar trend, ions may be larger or smaller than neutral atoms. Ionic Radius and Group Why does radius increase with higher atomic numbers in a group? As you move down a group in the periodic table, additional layers of electrons are being added, which naturally causes the ionic radius to increase as you move down the periodic table. Ionic Radius and Period It might seem counterintuitive that the size of an ion would decrease as you add more protons, neutrons, and electrons in a period, yet, theres an explanation for this. As you move across a row of period of the periodic table, the ionic radius decreases for metals forming cations, as the metals lose their outer electron orbitals. The ionic radius increases for nonmetals as the effective nuclear charge decreases due to the number of electrons exceeding the number of protons. Ionic Radius and Atomic Radius The ionic radius is different from the atomic radius of an element. Positive ions are smaller than their uncharged atoms. Negative ions are larger than their neutral atoms. Sources Pauling, L. The Nature of the Chemical Bond. 3rd ed. Cornell University Press, 1960.Wasastjerna, J. A. On the radii of ions.  Comm. Phys.-Math., Soc. Sci. Fenn.  vol. 1, no. 38, pp. 1–25, 1923.