I. Executive Summary

Vera Bradley is sold all over the world. There are 96

Vera Bradley stores through out the United States. Vera

Bradley needs to be expanded through promotion. Activities will be scheduled to

involve customers with their purchases. The activities will provide background

information about Vera Bradley, prizes, discounts, designs, and donations to other

organizations. Through social media and advertising Vera Bradley will become popular

in the fashion market. Variety ways of selling Vera Bradley products will increase our

sales and customer loyalty. Vera Bradley will become a organic outlook to the customers.

Our plan is to make Vera Bradley about the customers and the environment. A friendly

buy, is a happy buy for the customers. Vera Bradley’s spot in the fashion market will be

pleasant and unique if we follow these opportunities of ideas. Vera Bradley 2015 will

expand overall in designs, sales, and locations. Raising awareness through Social

Responsibility, Deals and Discounts through Social Media, and Increasing the Vera

Bradley Promotion through Dillard’s are the objectives for the 2015 Vera Bradley

promotion path. Many exciting events will take place during the year of 2015 ran by Vera

Bradley. The Going Green Campaign will stimulate the Vera Bradley 5K, and the

donation Mobilies tied in with the customers area. Social Media will offer coupons,

punch cards, and sweepstakes in 2015. Varieties of Product Mix will bring in new

designs and popular products for Vera Bradley. Trunk Shows will show new designs and

products to loyal customers. The event of Trunk Shows will also have door prizes and

refreshments.

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II. Description of the Store

Being a part of the fashion world was an

American dream for Barbara Bradley and Pactricia R.

Miller. They are the founders of Vera Bradley. They

would have never imagined that thirty years ago a

friendship and a simple idea would grow to be a huge

fashion company. Vera Bradley is a creative style and is a leader in the gift industry. Vera

Bradley consists of cotton luggage, handbags, home decor and accessories. Vera Bradley has

been a big seller for over twenty years. Having a creative name, many different fabrics and

designs, and products for all ages of females makes our customers loyal and continuing to come

back for more.

The founders of Vera Bradley were waiting for a

flight in Atlanta when they noticed a enormous lack of

feminine-looking luggage in 1982. Their friendship and

desire to help the fashion industry pushed them to make Vera

Bradley. It was a huge success even from the start! Vera Bradley is now nationally and

internationally recognized. Vera Bradley was named after founder’s mother, Veronica Bradley.

There are many Vera Bradley outlets and stores. Dillard’s in Fort Smith, Arkansas,

Central Mall, is a retailer of Vera Bradley. Dillard’s is a huge retailer in fashion and increases the

sales for Vera Bradley. The store includes apparel, cosmetics, and home furnishing. Sixty five

Dillard’s stores began selling collections of Vera Bradley products, in October of 2011. Dillards

offers a variety of Vera Bradley products. The main seller is the Vera Bradley brand handbags.

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Vera Bradley’s have a variety of prices sold at Dillard’s.

Dillard’s provides many different patterns and colors of

Vera Bradley bags.

III. Objectives

Raising Awarness through Social Responsibility

Vera Bradley will promote activities for organizations and this will increase the

awareness of the Vera Bradley fashion world. This will give customers a postive

outlook and opinion on the Vera Bradley company. Many activites will be held to

raise money and awareness for the organizations. The activities will be open to all.

This will lead customers into buying the products, because of prizes that have been

given out, which will help our product to become popular in the fashion industry.

Deals and Discounts through Social Media

Involving the media and the internet will increase our sales. Twitter, Instagram,

and Facebook will be the main focus of social media tied in with Vera Bradley. Holidays

will have special deals through social media.

Increasing the Vera Bradley Promotion through Dillards

Dillard’s is a main retailer of Vera Bradley. Dillard’s will have many exciting events for

the customers through Vera Bradley. Many in store activities will be in place of the Dillard’s

store, of the Vera Bradley part. Such as Trunk Shows. A trunk show is a sales event for showing

merchandise to or select customers.Trunk shows will be held when new designs and lines of

Vera Bradley are sold. Trunk shows will be an exciting event for the customers, consisting of

popluar designs, beverages, and discounts.

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IV. Schedule of Events

A. Going Green Campaign

Vera Bradley is made by natural fibers, such as cotton. The customers should have a

happy vibe towards the making of their product they have purchased. The designs consist

of many floral looks. Floral represents plants and flowers. Vera

Bradley wants to make their products a symbol of the

environmentally friendly outlook. The plan is to establish many

different organizations and activities that represent the Going

Green Campaign. Vera Bradley products will be given out as

prizes. All proceeds of the registration dues for the organizations

will be given to the Going Green Campaign. This will keep the environment clean, and

teach other designers to use eco-friendly tools to make their products. This will give Vera

Bradley a great look to customers. Showing we care for our customers and our

environment. Vera Bradley products last longer than their competitors, because our items

are made of natural fibers.

The Vera Bradley 5K will be an eco-friendly fundraiser for the

Going Green Campaign. This will be held on Earth Day of 2015.

Earth Day is April 22. This will be a fun day, full of activities

outside. Registration will be needed before the race day. This will

help keep us organized. Entree fee will be $200 each for every

runner. The fee will provide a shirt and the leftover money goes to

proceeds for the Going Green Campaign. The shirts provided will be made from organic

materials. The top three overall winners will receive a Vera Bradley product of their

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choice. Prizes will also be given out to names drawn. The prizes will consist of Vera

Bradley products and gift cards. This will campaign not only the Going Green Campaign

but also Vera Bradley products.

The Fort Smith, Dillard’s store located at the Central Mall will promote the Going Green

Campaign in the Vera Bradley department. Mobiles will be sold for $1. Every mobile that

a customer purcharses, Vera Bradley will match the

donation. The mobiles will be cut out shaped trees

that are green. The mobiles will be hung around the

Vera Bradley department in Dillards. This will

promote the Going Green Campaign and strike

customers attention to the Vera Bradley section. On

the tree mobile the customer may put whatever they choose, as long as it is apprioate. For

every $100 spent at Vera Bradley, customers may have $2 off their

purchase to go towards the Going Green Campaign and will receive

two tree mobilbes. If the customer does not choose to have the

discount donation, they will pay the full price of their item they are

purchasing. Donations will be appericated. The Going Green

Campaign will be promoting and giving the donatioins to the Beautify

Fort Smith Campaign. This campaign was chosen because it’s a local organization for the

customers of the Fort Smith Dillards. The Beautify Fort Smith Campaign is a eco-

friendly organization that the Going Green Campaign can be linked too. To spread the

word of the Going Green Mobiles that are sold at the Fort Smith Dillard’s (Vera Bradley

departement) social media will be used.

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B. 2015 Coupons and Punch Cards

For every purchase at Vera Bradley, customers will receive coupons or discount codes.

This will keep our customers loyal. Punch cards will be a huge hit for Vera Bradley! These

punch cards will not be like the rest. The punch cards

will be a return for hashtags used by customers on

social media. During the 2015 Holidays Vera Bradley

will have special promotions for certain products. This is

to keep customers with gift ideas and special occasions coming to us. Every customer that buys a

Vera Bradley product in 2015 will receive a punch card, either directly after the purchase or

through the mail. You will receive a “punch” for every hash tag you use. The hash tag will be

“#VB15”. This stands for Vera Bradley 2015. Having a trending hashtag on twitter and

instagram for promotion of Vera Bradley can let customers capture and share their style through

social media. The sites that Vera Bradley adivsors will be looking upon are Facebook, Twitter

and Instagram. The customers are limited to one punch per month. Hash tags used are unlimited

though. Social media users might be confused what the symbol of our hash tag means. This is a

good situation, so others will find out what it meaning. Using a hash tag will spread the word

about our Vera Bradley products. The way the punches are put on your card, is you can take a

picture using your phone, of the barcode on the card. This will sensor and pick up how many

punches you have. You will have to upload your bar code picture through Vera Bradley online

sites. After 6 punches, you will receive buy one item, get one free. After 12 punches you will

receive buy three products, get two free. This is to get Vera Bradley promoted through social

media, and give discounts and rewards to loyal customers. Vera Bradley’s instagram, twitter, and

facebook will post a picture on all three sites, that can be shared or re-posted by customers. If the

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customers do so, they will be entered into winning Vera Bradley products and receiving coupons.

The picture will be of Vera Bradley products to become noticed.

C. Varieties of Product Mix

Vera Bradley is a huge seller for many products. Retailers of Vera Bradley need more than just

handbags sold at their stores. The handbags are the leading product for Vera Bradley. But the

“Vera Bradley” name needs to be spread

throughout more areas. Also new types of

products need to be made of Vera Bradley.

This will have customers buying more if we

are serving more. In 2015 Vera Bradley and

Dillard’s will come together to promote one

another. In the Dillard’s Style of Christmas

catalog, Vera Bradley has started to branch out the product mix. Such as the cuddly-warm crew.

Printed leggings have been a big seller for females in the last two years. Vera Bradley has many

designs that could be printed on to leggings. Leggings would be perfect for the fall and winter

seasons. These leggings would be offered at a reasonable price. Such as $30 a pair. During sales

the leggings could be buy one, get another pair $10 off. The new holiday prints could be through

the printed leggings too. Dillard’s can have a section for just Vera Bradley leggings. A legging

product for Vera Bradley could promote other merchandises of Vera Bradley.

D. Trunk Shows Dillard’s and Vera Bradley adivisors will be the

promoters of Trunk Shows. This will consist of all of our products of the main

fabrics sold. If a certain design is in demand from a customer, Vera Bradley

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headquarters will offer that design through the online store. Trunk Shows will be

a fun filled event with appetizers, background information given out about the

Vera Bradley company, the new campaigns, discounts, and designs shown to

individuals who attended; earlier than put on the market. The appetizers and

refreshments will be organic, to follow the Going Green Campaign. Dillard’s and

Vera Bradley advisiors are allowed to have up to four trunk shows each for 2015.

A trunk show can be held for every season: Winter, Spring, Summer and Fall.

New designs come out every season, this will present the products in a faster

pace. Trunk Shows will be an advantage to the customers, direct sellers, and the

Vera Bradley company.

V. Responsibility Sheet

Creative Department

● New designs

● Range of different products

Marketing Department

● Social Media Advertising

● Expand the growth of Vera Bradley

throughout areas

● Going Green Campaign

● Creates Schedules

● Informs customers

Retail Department

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Schedules of activities and organizations

● Assists customers

Executives

● Promote the Going Green Campaign

publicity releases, adveritising, and social media

● Oversees all operations

● Visual displays

Financial Advisors

● Budget

● Pricing items

● Controls Pay

● Donations

Executive Buying Team

● Data of products sold

● Orders and deliveries of items

VI. Budget

Activities and Organizations

Going Green Campaign……………………………………… $5,000

Vera Bradley 5K………………………………………………$5,000

Beauitfy Fort Smith Going Green Campaign Mobilbes………$400

Trunk Shows………………………………………………….$500

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Holiday Product Promotions………………………………….$1,000

Extra activities………………………………………………...$2,000

Advertising/Promotion

Social Media…………………………………………………..Free

Discount Prizes………………………………………………..$300

Mathcing Mobilies donations....................................................$300

Total…………………………………………………………...$15,000

VII. Statement of Benefits

Vera Bradley has been making women feel beautiful for years. The products stay in great

shape, and are made large to have more inside aree and storage. Vera Bradley having a huge

varation in customer ages keeps Vera Bradley going strong and independent. The customers have

continued to be loyal over the years, because of new designs and unique styles. Customers don't

have to follow certain guidelines to purchase Vera Bradley products. Open to all! Vera Bradley

has a huge influence on the environment. The products are made from organic materials, zero

harm to others or animals. Vera Bradley has improved the female fashion industry dramatically.

The Going Green Campaign will have many activities that Vera Bradley will be providing. This

will have an exciting and good relationship between the customers and the products of Vera

Bradley. The Vera Bradley message of being environmentally friendly, will be a good influence

to customers. Increasing the amount of store locations will expand the purchases of the products,

demand of new designs, and customer loyalty. Social Media’s tie in with Vera Bradley will

increase the promotion, sales, and business. This will expand sales, and bring media attention.

The Vera Bradley company will grow in the market and fight to be at the top.

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VIII. Bibliography

"Bags, Handbags, Purses, Backpacks | Vera Bradley." Bags, Handbags, Purses, Backpacks |

Vera Bradley. Vera Bradley, n.d. Web. 04 Nov. 2014.

"History of Vera Bradley Handbags-The Company That Cares About Women." History of Vera

Bradley Handbags-The Company That Cares About Women. Henrietta's Handbags, n.d. Web. 06

Nov. 2014.

Johnson, Tory. "How Vera Bradley Did It, by Tory Johnson - Texas Conference for Women."

Texas Conference for Women. The Texas Conference for Woman, n.d. Web. 06 Nov. 2

IX. Appendix

Going Green Campain Moblies

-Sold at Dillards, in the Fort Smith Central Mall

-$1 Each

-Proceeds go to Beautify Fort Smith

-Moblies hung at Dillards, in the Vera Bradley

department

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