Hillgrove School Store Marketing Plan

I. Executive Summary:

Hillgrove High School is a public school located in Powder Springs, Georgia. Hillgrove is a 7a

school with 2,310 students in 2022. Hillgrove has many different sports to offer including

baseball, softball, tenis, soccer, football, and lacrosse. Our plan for the Hillgrove High School

school store will be to take a portion out of one of the marketing classrooms that connect to the

cafeteria. Our first objective will be within 2 months to sell 75% of our starting inventory and we

can make a net profit of $10,000 at the end of the first semester. We will have an entrance that

will have the sign “The Hawk Hub '' to let everyone know that is where the school store will go.

People will enter through the entrance and will exit through the same entrance too. Inside the

store there will be circular tables with different merchandise on them. There will be 4 circular

tables and a storage rack in the back of the room that will hold more sweatshirts and shirts for

the customers to look at. Near the entrance there will be a cash register where customers can

check out with the items they wish to purchase. Also near the cash register there will be a point

of purchase that will offer small things like lanyards, phone chargers, and chapstick. Our Point

of purchase and interior display will be available when the Hawk Hub opens in August 2024.

These products are supposed to influence people to make impulse purchases. Our store's price

range is $45 for sweatshirts to $2.50 for ankle socks. We will have some special events too, this

includes a product giveaway and we will also sell seasonal items when holidays come around

and we will have promotional activities to get the word out such as hot chocolate with a

purchase in the month of December, and a piece of candy with a purchase in October. We will

create an instagram and Tik Tok for the Hawk Hub, this will advertise our new stare and

advertise new products and special events. Our store front display will be available while the

store is open, which is 7:45-8:10, during all lunches, and 3:30-3:45. Our goal is to sell mostly

merchandise but also sell some essentials people want or need during the day.
II.Description of Store and Product Offering:

Hillgrove High School is a public school located in powder spring georgia. Hillgrove is a 7a

school with 2,310 students in 2022. Hillgrove has many different sports to offer including

baseball, softball, tenis, soccer, football, and lacrosse. We will have an entrance that will have

the sign “The Hawk Hub '' to let everyone know that is where the school store will go. People will

enter through the entrance and will exit through the same entrance too. Inside the store there

will be circular tables with different merchandise on them. There will be 4 circular tables and a

storage rack in the back of the room that will hold more sweatshirts and shirts for the customers

to look at. Near the entrance there will be a cash register where customers can check out with

the items they wish to purchase. Also near the cash register there will be a point of purchase

that will offer small things like lanyards, phone chargers, and chapstick.

Product offering:

Chapstick

Lip Gloss

Gum

Phone Chargers

Cheap Headphones

Protein Shakes

Snacks

Water Bottles

Pencils

Stickers

Hair Brush

Deodorant

Perfume

Cologne
Makeup- Mascara, exc

Disposable toothbrush w/toothpaste

School Merch- Sweatshirt, Sweatpants, Shirt, Shorts

Feminine Products

Socks

Magnets

Instant Mac Cheese, Instant Ramen, Instant Noodles, etc.

III. Objectives of the Plan:

Our first objective will be within 2 months to sell 75% of our starting inventory and we

can make a net profit of $5,000 at the end of the first semester. We will do this by

advertising a lot and keeping our prices to a reasonable amount. These goals are

reasonable because it is just a little over our initial investment and we hope to sell all the

products we have.

IV. Branding Guide:

We picked the Hawk Hub because it’s a catchy name and it would hopefully stay on people’s

minds. We picked the fonts so they can stand out for the Hawk Hub to the audience. The logos

were designed to be seen by the audience and create brand awareness. Our colors are the

simple Hillgrove colors that everyone knows and loves.

The entrance is the door leading up to the cafeteria so the entrance is noticeable to the

customers. There will be tables lined up with different merchandise so the customers can walk

in a line to look at all of the products. In the back of the store there will be a rack with t-shirts,

sweatshirts, and other Hillgrove Merch with a mannequin displayed so the customers can see

what it would look like on. Right by the exit is where the check-out will be so customers can go

through a point of purchase display to hopefully buy impulse buys.

VII. Schedule of Events:

A. For our special events we will include a product giveaway. For this giveaway every time

someone makes a purchase their name will be put into the running to be chosen for a

free Hillgrove Sweatshirt. This giveaway will go on for the month of August and one

sweatshirt will be given away every friday. The giveaway will happen on Friday morning,

but the winners name will be drawn on the announcements.

promotional activities to get the word out such as hot chocolate with a purchase in the

month of December, and a piece of candy with a purchase in October.

C. For advertising our new store and merchandise we will create an instagram account and

a tik tok account for The Hawk Hub that will post new arrivals and when we have sales

weekly. The focus of these ads will be for new products and merchandise and to draw

people to the store. We will do giveaways where every purchase you make your name

gets put into a drawing.

D. Our store front display will be available while the store is open, which is 7:45-8:10, during

all lunches, and 3:30-3:45. The goal of our display is to get the word out about the new

school store and grab people's attention as they are walking by. In our store display we

have a sign on the ground that people will see as they walk past and when they turn to

the side to look, we have lights and our logo to create brand recognition.

E. Our Point of purchase and interior display will be available when the Hawk Hub opens in

August 2024. The goal of our display is to influence people to make impulsive purchases

as they’re checking out and to advertise our new arrivals on the racks and mannequins.

We will have little things near the cash register for the point of purchase display like

chargers, chapstick, and lanyards. And the display will feature a mannequin with

merchandise on it and next to it will be a rack of sweatshirts and shirts.

The benefits that the retailer can expect from new locations and visual merchandising efforts

will be an increase in sales, increase in brand recognition and gaining customer loyalty to the

retailer. Real world marketing experience.