iii iv Table of Contents EXECUTIVE SUMMARY VII BIG IDEA, GOAL, - PDF document

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Table of Contents EXECUTIVE ¡SUMMARY ¡ VII ¡ BIG ¡IDEA, ¡GOAL, ¡OBJECTIVES ¡ 1 ¡ KEY ¡PUBLIC ¡-­‑ ¡SHAREHOLDERS ¡ 2 ¡ KEY ¡PUBLIC ¡– ¡CURRENT ¡EMPLOYEES ¡ 4 ¡ KEY ¡PUBLIC ¡– ¡LONG-­‑TERM ¡CUSTOMERS ¡ 6 ¡ KEY ¡PUBLIC ¡– ¡MILLENIALS ¡ ¡ 8 ¡ SOCIAL ¡MEDIA ¡CAMPAIGN ¡ ¡ 9 ¡ YOUTUBE ¡COMMERCIAL ¡ 10 ¡ INFOGRAPHIC ¡ 11 ¡ ¡ ¡ v

Executive Summary are recommended: The reputation and success of Men’s Wearhouse is of the utmost importance to the company’s 1. Change slogan to “We’ll do whatever it executive team, board of directors, shareholders takes to make you look your best” and employees. Many people are dependent on 2. Increase social media efforts with a the company being financially successful, and the holiday campaign. company can only be successful if it has a 3. Create an open and clear line of positive relationship with its current customers communication between employees and and its potential customers. executive management. Problem and Purpose Budget Men’s Wearhouse has been facing a lot of This campaign calls for five months to and $1.1 negative backlash since the recent change in million to implement the recommendations executive management. Our purpose is to previously discussed. Through the use of the propose a plan to restore and improve our key $1.1 million, events, updated graphics, social publics relationship with the Men’s Wearhouse media changes and internal communication will brand. be implemented to make improvements to the Men’s Wearhouse current status. The budget Conclusions will allow the use of creative tactics by using a cost-effective approach. We believe this budget will help Men’s Wearhouse reach the publics and Our analysis of the problems that Men’s improve the company’s overall goal. Wearhouse seeks to address has yielded the following conclusions: 1. The recent changes in executive management have caused frustration and backlash from customers, shareholders and employees alike. 2. The publics we find critical to address are shareholders, employees, current customers (long-term) and millennials (potential customers.) 3. Millennials/ new customers are the most important key publics to focus on during this campaign. Recommendations Given the problem that Men’s Wearhouse faces and the above conclusions, the following actions vi

JMC Publicity JMCpublicity.com The Big Idea The customer wants to look good at an affordable price. The customer is asking for quality service and quality suits. They are interested in their appearance and treatment. We will do whatever it takes to make you look your best. That is your message to the customer. Men’s Wearhouse will do whatever it takes. We will change or add services, create new looks, and go the extra mile for our customers. This is also our message to you. As an agency we will do whatever it takes to make Men’s Wearhouse look their best. We are here to foster relationships and create an image for you. We will jump any hurdle and make every effort to leave you looking your best. Goal To increase sales and the current economic position of Men’s Wearhouse, and to improve relationships with customers, employees and shareholders. Objectives ● Increase Men’s Wearhouse price per share by 5 percent by March 2013 ● Return to Fortune magazine’s “100 Best Companies to Work For” list by December 2013 ● Increase sales by 10 percent over the next three quarters ● Increase brand engagements with key publics on social media 555 N. 100 E Provo, UT 84601 Phone: 555-555-5555 Fax: 444-444-4444 E-Mail: JMC@JMCpublicity.com

JMC Publicity Men’s Wearhouse November 2013 2 Shareholders The exact demographics of shareholders are hard to pin down, because these people can be both men and women of any race around the United States. We do know that they make a high income and their motivating self-interest is to invest in companies that they think will have a good return on investment. Shareholders, including individuals and target fund managers, are interested in both short term and long term investments. However, we are more concerned with shareholders that are interested in long-term investments and want to see the company succeed in the long-run. Shareholders want their investments to be profitable. They want the company to perform well and have steady managements so that people continue to buy Men’s Wearhouse products. They are motivated and influenced by money, the Men’s Wearhouse board of directors, other investors, and stock market prices. The stock price for Men’s is currently at $48 and has been relatively stable over the past year. We need shareholders to continue to invest in and trust Men’s Wearhouse in order to achieve our objectives of increased price per share by 5 percent. Due to the variety of demographics within this public, we will communicate directly with this public through email, phone calls and also person-to-person communication (board of directors to shareholders) at an event to reach the shareholders. Primary Message: Men’s Wearhouse is stable and working toward future growth. Secondary Messages: 1. Men’s Wearhouse will continue to offer amazing products despite recent executive changes. 2. Men’s Wearhouse is a good long-term investment, with no major present risks. Primary Message: Men’s Wearhouse management is confident in the future of Men’s Wearhouse. Secondary Messages: 1. The company’s present leadership is qualified to lead the company in a positive direction. 2. The culture and values of Men’s Wearhouse are not changing. 3. Men’s Wearhouse is excited about the recent acquisition of Jos A. Banks.

JMC Publicity Men’s Wearhouse November 2013 3 Black Tie Shareholders Event This is a high class, professional event for the board of directors and all large shareholders (at least 1 percent of the company.) Doug Ewert, Jon Kimmins, and Diana Wilson will speak to this public at the event to discuss the recent event and restore confidence in the future of Men’s Wearhouse. The event will require six weeks of preparation. The Gantt chart below outlines the planning preparations for before, during, and after the event. A budget has also been outlined (just a portion of the budget proposal is included here). A slideshow presentation has also been created for Doug Ewert that includes speaker notes. The presentation is an additional persuasive tactic that will discuss the George Zimmer situation, Men’s Wearhouse’ finances, and the future plans for Men’s Wearhouse (that are also part of this campaign).

JMC Publicity Men’s Wearhouse November 2013 4 Current Employees Men’s Wearhouse employees hold positions ranging from sales associates to upper level management in its 1,143 store locations throughout the United States. The employees work in retail stores and the company headquarters is based in Houston, Tex. and Fremont, Calif. These employees are likely interested in generating sales for Men’s Wearhouse and maintaining the company’s image. They are motivated by money, security in their job, happiness with workplace culture and providing for themselves and their families. They are also motivated by the opportunity to move up in the company and improve their own standing. They currently work for Men’s Wearhouse and either have a good relationship with the brand or are upset with the company after the recent firing of the CEO and changing of the brand image. Their coworkers, Men’s Wearhouse management that they deal with directly, and their family members influence them. They communications channels that they are most likely to use. This public will help us to maintain and increase sales as well as to improve the relationship with employees and customers. Current Employees will help us return to Fortune magazine’s “100 Best Companies to Work For” list by December 2013. Primary Message: Men’s Wearhouse values you as an employee and wants to hear and address your concerns. Secondary Messages: 1. Men’s Wearhouse does not plan to cancel any jobs in light of the recent executive changes. 2. Men’s Wearhouse appreciates your support during this time of company changes and will continue to compensate you for your work. 3. Men’s Wearhouse chose to make adjustments to executive positions for the benefit of the company. 4. Men’s Wearhouse relies upon employees to carry out the ideals of the company through quality customer service.

JMC Publicity Men’s Wearhouse November 2013 5 Primary Message: Men’s Wearhouse is still a great company to work for. Secondary Message: 1. George Zimmer’s departure from the company was necessary in order for the company to continue to grow. 2. Men’s Wearhouse has recently acquired Jos A. Banks. 3. Men’s Wearhouse predicts that the stock price will continue to rise over the next few months. 4. The values and culture of Men’s Wearhouse are not changing.