This is a presentation coordinated for the Warrington College of Business's first undergraduate Case Competition. We were able to introduce a strategy that focused on marketing in order to provide a solution to the need for increasing interest in the minor.

1. Retail Revitalization
Commonsense Consulting
Alayzia Harris | Israel Lopez-Morillo | Jenny Martinez | Cameron Sonnentag

2. Analysis

3. Analysis Strategy Financials Conclusion
About the Retail Center
Betsy Goodman |
Executive Director
Cece Schulz | Director
of Student Engagement

4. Analysis Strategy Financials Conclusion
About the Retail Center
Advising Retail You Program Retail Society Retail Smarter
Conference

5. Analysis Strategy Financials Conclusion
Barriers to Entry
Rigorous Requisite Courses
Costs of Courses

6. Analysis Strategy Financials Conclusion
Alternatives Considered
Ideas Considered Why it is a Feasible Option
Recruiter Information Sessions Similar programs, but will stress importance of minor for retail jobs
Include Retail jobs in BCS Listserve Increases reach, but loses unique factor
Ideas Considered Why it Does Not Work
Add Retail Center tab to Heavener Page Redo outline of Warrington page to include all centers in the school
Use Google Search Optimization Highly Expensive
Ideas Considered Why for Immediate Action
Improve Online Presence Helps attract students and get a better idea of opportunities
Retail Ambassadors Give a unique student perspective

7. Strategy

8. Analysis Strategy Financials Conclusion
Retail
Revitalization
Strategic Overview
Increase Social Media Presence
Improve Email Reach
Recruit Retail Ambassadors
KEY QUESTION:
How does the retail center increase Heavener student awareness of its programs and
opportunities, increase involvement in its initiatives, and increase the number of retail
minors?
Impact:
Increase the number of retail
minors by 30% within 1 year

9. Analysis Strategy Financials Conclusion
Increase Social Media Presence
No Instagram AccountStrong Presence
No ownership over content and image quality that is
associated with the Retail Center
Cannot promote events as there is no presence
In-depth descriptions about upcoming events/opportunities
Vivid imagery to accompany engaging content
Professional environment
Consistent posting schedule
Engaging Content Promotional Content Post Schedule Google Analytics

10. Analysis Strategy Financials Conclusion
Social Media Changes
Weekly Posts
Live Video Feeds
Weekly Stories

11. Analysis Strategy Financials Conclusion
Improve Email Reach
Recaps the
biggest news for
the week
Implement Email Newsletter
Provide Retail
Center updates
Employer Spotlights Use Mailchimp

12. Analysis Strategy Financials Conclusion
Recruit Retail Ambassadors
Qualifications
Responsibilities
Conduct information sessions for prospective students
Serve as a liaison for guest speakers
Build relationships with students registered by Retail minor
Possess a desire to learn, grow, benefit from, and teach others about the Retail
Society
Maintain professionalism, dependability and punctuality
Promote brand and maintain social media presence
Key Benefits
Improve Leadership Skills
Improve Social Reach
Increase Awareness
Full Time Students
Minimum 3.0 UF GPA
Year Long Commitment
Enrolled/Completed Retail Minor Courses
Member of Retail Society
Junior/Senior level standing
Demonstrate enthusiasm, passion and pride for the Retail Center

13. Analysis Strategy Financials Conclusion
Retail Ambassadors Implementation
Led by Retail Society Application and
Interview
Training
2 Ambassadors
Expand as Necessary

14. Analysis Strategy Financials Conclusion
Implementation Timeline
Quarter 1 Quarter 2 Quarter 3 Quarter 4
Create Application
Create Newsletter
Applicants Apply
Interviews
Train Ambassadors
Social Media Update

15. Financials

16. Analysis Strategy Financials Conclusion
Cost and Revenue Drivers
Low High
In State Tuition Out of State Tuition
Sponsorship Fees (Low) Sponsorship Fees (High)
Revenue DriversCost Drivers

17. Analysis Strategy Financials Conclusion
Cost and Revenue Drivers
Low High
In State Tuition Out of State Tuition
Sponsorship Fees (Low) Sponsorship Fees (High)
Revenue DriversCost Drivers
ROI= 691.95%(using out of state)
ROI= 192.94%(using in state tuition)

18. Analysis Strategy Financials Conclusion
Risks and Mitigations
MitigationsRisks
Student Reliability on Social
Media Accounts
Experimental Program
Adds Responsibilities to
Current Employees and
Organizations
Gains More Student Insight
and Appeal
Utilizes Changes that are
Incremental and
Implemental
Expands the Impact of
Typical Activities with new
Techniques

19. Conclusion

20. Analysis Strategy Financials Conclusion
Strategic Recommendation
Retail
Revitalization
Increase Social Media Presence
Improve Email Reach
Recruit Retail Ambassadors
KEY QUESTION:
How does the retail center increase Heavener student awareness of its programs and
opportunities, increase involvement in its initiatives, and increase the number of retail
minors?
Impact:
Increase the number of retail
minors by 30% within 1 year

21. Index
Analysis
About the Retail Center
Barriers to Entry
Alternatives Considered
Strategy
Strategic Overview
Increase Social Media Presence
Social Media Changes
Improve Email Reach
Recruit Retail Ambassadors
Retail Ambassadors Implementation
Implementation Timeline
Financials
Cost and Revenue Drivers
Risks and Mitigation
Conclusion
Strategic Recommendation

22. Appendix
Google Analytics
Mailchimp
UF Tuition

23. Google Analytics
Lets you measure your advertising ROI as well as track your Flash, video, and social networking sites
and applications.

24. Mailchimp