Public Relations Plan

J370

Courtney KesslerJohn Hohl

Lindsey NagySusie Kuilder

Ying Li

Industry History HighlightsThe first major department stores were built in the early 1800’s and

located in some of the world’s largest cities, such as New York, Chicago,

London, and Paris. Named for the different departments they housed,

these large stores traditionally sold everything from clothing to

furniture to accessories. Retailers like Macy’s and Marshall Fields were

the first to be built on U.S. soil, and as the years progressed almost

every large American city began construction on department stores of

their own.

It was not until after World War II that the idea of discount department

store even came to mind. Soon, these stores started springing up allacross

the nation, making most of their money off of high-volume, low-profit

merchandise. Still, the discount stores had a hard time attracting the ever-

loyal customers of the brand name department stores, and it was out of

this need that the off-price department stores were born.

Off-price department stores offered a different approach to discount

retailing. Rather than selling the high-volume, low-profit merchandise of

their discount competitors, these stores sold merchandise from stores in

the upper echelon of the retail world. Off-price department stores relied

mostly on liquidation sales of “last season’s” products from the brand

name stores. They were able to buy last season’s items in bulk and then

offer them to their customers for a fraction of what they would have paid

originally.

In order to keep their customers coming back, off-price retailers are

constantly re-stocking their floors and changing their collections. This is

their way of fighting the rumor that their clothing is no longer in style.

Overall, this retail strategy has been very profitable and has even

extended into a variety of different markets.

(With SWOT Analysis)

• Strengths:

– Nothing like it

– Fills a hole between discount stores and brand name stores

– Offers brand-items for a fraction of the cost

– Constant change of merchandise

• Weaknesses:

– Clothing is normally “last-season’s merchandise”

– Dependent on brand name retailers

– Inconsistency of merchandise

• Opportunities:

– Nothing like it

– People always like saving money

– With the economy the way it is, people are looking for value

• Threats:

– Brand name retailers can increase the price of their products

or choose not to sell them at all

– When the economy goes up, hard to tell what will happen with

buyer behavior.

Industry Publicity HistoryIndustry History Public Relations/ Publicity

The retail industry is very dynamic one with many facets. The retail facet that

most directly correlates with T.J. Maxx is in the retail section of department

stores. More specifically T.J. Maxx is a discounted department store.

Over history department stores have always been about offering great deals

to drum up publicity. Everyone wants to get the best quality clothing for the least

amount of money. History also says that newness is also a great way to get

publicity. Especially when new department stores open, people want to go just

because the fact that it’s new. Department stores have also had a history of doing

“stunts” to draw attention. On Black Friday every year Department stores have

really good deal very early in the morning in order to move product fast. Stores like

Macy’s have personal appearances both in the past and even in the present by

celebrity designers. This has been proven to work, and people who come to the

store end up by the product in order to get to see the celebrity that is there. In the

past department stores have used: sending out press releases and writing an op-ed

to get their company’s name out in the media. Press releases have proven to be a

good source of a company gaining exposure while not directly paying for it.

Public Relations/Publicity in Today’s Time

Department stores now more than ever are using to publicity and public

relations to help out their bottom line of making money. The recession has

effected how department stores use public relations more, rather than use paid

advertising. Most department stores don’t have the large amounts of money they

used to have for advertising; therefore they need to come up with new ways of

generating buzz and business. Department stores now use e-mail as a way to get

their message across in a much cheaper way than advertising. Now at most

department stores they will ask for your email so they can send you up to date

information on deals and so much more. Also to drum up publicity department

stores are having more and more special sale days to get consumers a reason to

come in.

Competitive History/Publicity (Internal)

Marshalls– Currently, Marshalls has over 820 stores within 42 states in The United

States and Puerto Rico. Compared to most retail businesses, the buyers at Marshalls negotiate deals and make purchases much close to in-season ranges. This timing consistently keeps Marshalls stores up-to-date and in style. This division of TJX Incorporated communicates regularly with over 12,000 vendors in sixty countries. Many locations offer customers designer shoes in the Shoe MegaShop or a mini boutique for juniors and young women known as CUBE. Marshalls continuously gives back to the community through their domestic violence awareness efforts. Marshalls incorporates social media to stay connected with their customers. Also, their website offers articles featuring their latest trends and style tips. Forums, blogs, and tweets keep all technological savvy customers kept in the loop.

A.J. Wright – This division of the TJX Corporation is geared toward minorities and

lower class economic citizens. The advertisements and print material is all culturally diverse. The website does not have informative information regarding the company’s basic ‘about us’. Furthermore, the frequent asked question section instructs customers to check back later. The promotional content focuses upon looks and people rather than specific information and valuable content. A.J. Wright highlights social media to easily share information and updates with friends and family. Online sharing tools are highly utilized, especially: e-mail, facebook, twitter, google buzz, blogger, myspace, digg, AIM share, stumble upon, and windows messenger. A.J. Wright uses videos online to visually express their message and inform customers. Overall, A.J. Wright has the opportunity to not only target their specific market more directly, but use their demographics in a positive way.

(With SWOT Analysis)

Marshalls & A.J. Wright

• Strengths

– Multiple locations

– Social media savvy

– Inexpensive

– Trendy shopping within current economic standpoint

• Weaknesses

– Strict demographics

– Never consistent products

• Opportunities

– Sell upon ‘surprise’ appeal

– Coupon distribution

– Market savings opportunities

– Reward programs

– ‘sale’ days

– Highlight new merchandise

• Threats

– Steps below T.J. Maxx

– Economy changing

– Previous company data fraud

Competitive History/Publicity (External)

(With SWOT Analysis)• Ross’s:

– Strengths

• Publicly-owned company

• Cheaper price

• 3rd largest off-price retailer

– Weakness

• No clear position statement

• No website

– Opportunities

• The off-price retailing industry is developing quickly

• Can expand to larger markets

• Young people with tight budgets want name brands

– Threats

• Fierce competition from other better-known retailers

• Online shopping is becoming more popular because of convenience

• Filene’s Basement:– Strengths

• Long history and great reputation

• World-famous bridal event

• Automatic mark-down system

– Weaknesses

• Lack of clear market position

• Unstable financial back-up

– Opportunities:• Off-price retail industry is developing quickly in recession

economy

• Young people with tight budget adore brands

– Threats:

• Faced with competition from other big retailers like T.J. Maxx

• More and more people adopt online shopping because of convenient shipping and lower price

Client History/Publicity Highlights

• Opened its doors in 1977• Position: “Off-price upscale apparel for the whole family”• In 1994, TJX opened T.J. Maxx’s overseas brand: TK Maxx

– Currently there are over 250 stores in Ireland, Germany, United Kingdom and Poland

• In 1995, TJ Maxx’s parent company (TJX Cos.) acquired Marshalls (another off-price retailer)– Today, T.J. Maxx and Marshalls combined operate more than

1,500 stores nationwide– Out of these >1,500 stores, T.J. Maxx accounts for over 900

• In 2007, TJ Maxx disclosed a computer security breach from 2005. Hackers gained access to info on more than 45 million credit and debit card accounts from transactions since January 2003. – *This was the largest customer data breach on record– In response, TJX hired IBM and General Dynamics to assess,

identify and secure its database– TJX has tips to prevent identity fraud on website/customers

can call a help line• Every year, T.J. Maxx supports the Save the Children campaign.

Each store adopts a child to help support• In 2000, T.J. Maxx launched the “Happy Hearts” initiative and has

raised over $4.3 million to support U.S. children and families in need

• Recently started using Facebook and Twitter– The “Maxxinista Magazine”

• Has competitions/latest trends/savings/etc.• Can join an email alert list with latest trends and savings

• Now have a rewards card.• Sales increased 4% since last year• Ad budget is moderate but has increased

(With SWOT Analysis)

• Strengths:

– Every visit to a T.J. Maxx store is different: “mysterious” essence

– Stores are tailored to demographics in the area so you can guess what type products will be there

– Their product line has grown (It’s now not just “off-price upscale apparel for the whole family”—it’s much more)

– The economy right now is proving to be beneficial (retailers are still going into liquidation allowing T.J. Maxx to buy off products from these sellers for very cheap).

• Weaknesses:

– Many online surveys say off-price clothing stores (even if they are upscale) are dirty, cheap, and crappy clothing.

– Some might consider the “different store every time” thing a weakness. (don’t know what to expect).

• Opportunities:

– The handbag collection in all stores is a big deal

– Since we have a strong hold of the market, we have the opportunity to create customer loyalty before the economy turns around.

• Threats:

– Rebuilding of the economy

• will customers continue to shop at T.J. Maxx when it stabilizes?

• our buying prices will increase

Publics & Publicity Objectives(Internal)

• 1) Employees– The employees are often some of the most faithful and best shoppers .

We want to encourage internal promotion, loyalty and make sure they follow the same platform.

• 10% discount every day• Every three months, an additional 20% discount is extended• Company newsletters are sent monthly, highlighting individual

successes as well as the company’s. • All employees are given equal opportunity to climb the corporate

ladder• 2) Suppliers

– Build partnership with them by keeping updating information about TJ Maxx and its short-term and long-term goals to maximize the customer experience.

• Newsletters• Meetings about recent fashion trend• Shop Tour• Suggestions box for buyers and suppliers

• 3) Investors– Build a stable relationship with investors and keep them informed of

recent plans and objectives of TJ Maxx.:• Quarter financial report, annual financial report• Newsletters and brochures• Board meetings

• 4 ) TJX’s other companies– Keep corporate employees informed about their sister companies.

• Each company should have the same set of values• In-store employees should act with the same integrity• Share milestones and/or accomplishments • All three could participate in a program together raising money

for the same charity. (We want customers to trust TJX and that means all other brands must be seen like this).

Publics & Publicity Objectives (External)

• 1) Existing Customers

– Our goal is to keep our customers coming back, now and after the economy turns around. We can do this by:

• Loyal customer rewards cards

• Exclusive emails for new product shipments

• Direct mails with discounts and special offers

• 2) General Public

– These are people that are not necessarily T.J. Maxx customers, these are just the people who are regularly exposed to different forms of media. We want to make these people aware of the T.J. Maxx brand and get them into our stores.

• National branding campaigns

• Localized campaigns

• Coupon distributions

• 3) Competitor’s Customers

– These are people that shop at other off-price retail outlets as well as other T.J.X stores. We want to influence their shopping habits and convince them to drop their current shopping outlet for T.J. Maxx.

• Specific local campaigns playing up our ever-changing and brand-name merchandise.

• Accept competitor’s coupons and offer incentive programs for redeeming them at T.J. Maxx stores.

• Advertise in the same media outlets as our competitors.

Publics & Publicity Objectives (External)

• 4.) Media Outlets

– Get national/local media outlets to recruit and retain customers by simulating the brand through:

• Having business editors create a chain link to our website in articles

• Sunday newspaper with incentive on coupon page

• Creating discount books for a good cause (Giving money to families in need—their initiative)

• Television shows featuring a product you can get at T.J. Maxx

• Magazines that use a T.J. Maxx bad in an ad

– This can be accomplished by sending rewards and/or including their show/store/magazine in a sign that says “As seen in/on…”

• 5.) Community & Government Leaders

– Keep the community and government informed by including them in press release distribution/ profits in sales and revenue etc. This way we can easily:

• Build a new store in the strip mall on Mega St.

• Have community members present and supportive at the grand opening

• City officials allow billboard placements etc.

Brand Personality

T.J. Maxx is your best friend who is always wearing the

latest trends. She tailors her look to the places she goes

to please the people she will meet. You never know what

she’s going to show up in, but you do know it will be hot.

With a look that seems impossible to get for the cost of

what she paid for, she lets you in on the secret that it can

ALL be found at T.J. Maxx. This girl knows that current

fashion for less isn’t just wishful thinking.

T.J. Maxx : In 100 Words

T.J. Maxx is currently the #1 off-price retailer in America

and owns and operates more than 900 stores nationwide.

T.J. Maxx buys directly from suppliers so that it can offer

its customers the most up-to-date designer fashions and

home goods for less than department and specialty

stores. Each store has an upscale selection that tailors to

its customers in that area making every visit an

individual, mysterious experience that will end in

complete satisfaction.

Fact Sheet• MEDIA CONTACT:

Laura McDowell Sonya Cosentini Customer ContactMedia Relations Media Relations 1.800.2TJMaxx508-390-2468 508.390.5337

• HEADQUARTERS:T.J. Maxx (tjmaxx.com)770 Cochituate RoadFramingham, MA 01701(508) 390-1000

• PARENT COMPANY:– The TJX Companies, Inc. (tjx.com)

• THE T.J. MAXX CONCEPT:– T.J. Maxx, the nation's largest off-price retailer, sells brand name and

designer fashions for the entire family and home at up to 60 percent less than department and specialty store prices, every day.

• T.J. MAXX MERCHANDISE:– Brand name and designer apparel for women, men and children.– Accessories including handbags and luggage, Giftware, domestics, – women's shoes, fine jewelry (14-kt. gold and sterling silver), and children’s

educational toys and books.– Over 95% first quality merchandise. Less than 5% of T.J. Maxx’s merchandise is

slightly irregular with flaws usually unnoticeable to the customer. Irregulars provide a tremendous opportunity for the customer to receive additional savings and value. All irregular merchandise is clearly identified on the price tag.

– Over 85% current season merchandise. Less than 15% are classic staple items bought at the end of the season and packed away for next season. (ie: basic jeans, white turtlenecks)

– Over 10,000 new pieces of merchandise delivered to each store every week.• COMPANY GROWTH

– T.J. Maxx was founded in March 1976 and expanded into a national chain under the leadership of CEO and Chairman, Ben Cammarata. The company’s current CEO is Carol Meyrowitz.

– T.J. Maxx currently operates more than 850 stores in 48 states. The company employs approximately 30,000 associates

– T.J. Maxx's expansion plan includes opening approximately 30 stores over the next several years.

• GROWTH OF THE OFF-PRICE INDUSTRY:– Off-price retailing grew in the recession of the mid-'70s when consumers had

limited discretionary income. Consumers wanted to save money without sacrificing quality and fashion. Shopping "off-price" provided the perfect solution.

– Through the years, the off-price industry has continued to grow. The recession of the early '90s reinforced consumers' value-oriented and heightened the demand for quality fashions at reasonable prices.

:

Fact Sheet Cont’d

• HOW T.J. MAXX DELIVERS VALUE– T.J. Maxx conducts all aspects of its business with an off-price

mentality. Specifically, T.J. Maxx aims to deliver top fashion, brand, quality and price with every piece of merchandise in the store. We can achieve those things because of the following factors:

• Tremendous Buying Power and Experienced Buyers: T.J. Maxx buyers purchase merchandise for the largest off-price chain in the nation giving them significant buying power in the retail marketplace. Manufacturers know that T.J. Maxx buyers purchase in very large quantities, make on-the-spot buying decisions and make prompt payments. Additionally, T.J. Maxx buyers never return unsold merchandise to vendors. Once T.J. Maxx owns the merchandise, it either sells it or donates it to charity.

• T.J. Maxx buyers have years of off-price buying experience and solid relationships with more than 10,000 vendors around the world which assures access to merchandise that meets the company’s strict specifications for fashion, quality, price and consumer appeal.

• CUSTOMER SERVICES:– Liberal return policy– Acceptance of major credit cards and personal checks– Toll-free customer service (1-800-926-6299)– Gift Cards– Fashion shows arranged with interested groups (contact local

stores)• COMMUNITYINVOLVEMENT:

– T.J. Maxx supports many non-profit organizations across thecountry including the Save the Children and Autism Speaks. The T.J. Maxx partnership with the domestic branch of Save the Children currently provides assistance to more than 850 underprivileged children and their families.

.SOURCE: www2.prnewswire.com/mnr/tjmaxx/33137/docs/33137-

TJMAXX_Fact_Sheet_FINAL.doc

Backgrounder

“Since its first store opened in 1977, T.J. Maxx has been a leading discount

department store chain in the United States as well as in several other countries.

Currently, there are over 900 stores nationwide and counting.”

History of T.J. Maxx

T.J. Maxx was founded in the mid 1970s by Ben Cammarata, the previous general

merchandise manager of Marshalls. The first two stores opened in Auburn and

Worcester, Massachusetts in 1977 based upon the idea that customers can

purchase quality merchandise at a reasonable cost. With its growing popularity,

T.J. Maxx earned the slogan, “Never the Same Place Twice.”

T.J. Maxx Today

With the recent economic decline, shoppers in general are searching for high

quality merchandise at lower costs. This buying trend has positively impacted T.J.

Maxx’s appeal to customers and position against large department stores

worldwide.

Impact

Because T.J. Maxx tailors its merchandise to the geographic location, each store

has its own unique personality giving customers a different shopping experience

each time. This mysterious shopping experience excites customers, making them

want to come back for more.

Media Contact ListNational

Television broadcast stations:ABC News 147 Columbus Ave., New York, NY 10023 Phone: 212-456-7777 General e-mail: netaudr@abc.com

CBS News524 W. 57 St., New York, NY 10019 Phone: 212-975-4321 Fax: 212-975-1893

CNBC900 Sylvan Avenue, Englewood Cliffs, NJ 07632Phone: (201) 735-2622Fax: (201) 583-5453Email: info@cnbc.com

CNN One CNN Center, Box 105366,Atlanta, GA 30303-5366 Phone: 404-827-1500 Fax: 404-827-1784

Fox News Channel1211 Ave. of the Americas, New York, NY 10036 Phone: (212) 301-3000 Fax: (212) 301-4229comments@foxnews.com

MSNBC/NBC30 Rockefeller Plaza, New York, NY 10112 Phone: (212) 664-4444 Fax: (212) 664-4426

National Radio Programs:

National Public Radio 635 Massachusetts Ave. NW, Washington, DC 20001-3753 Phone: 202-513-2000 Fax: 202-513-3329

E-mail: Alicia Shephard, Ombudsman ombudsman@npr.org

National Newspapers:The Los Angeles Times202 West First Street, Los Angeles,CA 90012 Phone: 800-528-4637 or 213-2375000 Fax: 213-237-4712 Letters to the Editor:letters@latimes.com

The New York Times620 8th Ave., New York, NY 10018 Phone: 212-556-1234 D.C. Bureau phone: 202-862-0300 Fax: 212-556-3690Letters to the Editor (forpublication): letters@nytimes.com

USA Today7950 Jones Branch Dr., McLean, VA 22108 Phone: 703-854-3400 Fax: 703-854-2078 Letters to the Editor:editor@usatoday.com

The Wall Street Journal1211 Avenue of the Americas, New York, NY 10036

Phone: 212-416-2000 Fax: 212-416-2658 Letters to the Editor: wsj.ltrs@wsj.com

The Washington Post1150 15th St., NW, Washington, DC 20071 Phone: 202-334-6000 Fax: 202-334-5075 Letter s to the Editor: letters@washpost.com

Magazines:Newsweek251 W 57th Street, New York, NY 10019 Phone: 212-445-4000 Fax: 212-445-5068 Letters to the Editor: letters@newsweek.com

TimeTime & Life Bldg., Rockefeller Center, 1271 Avenue of the Americas, New York, NY 10020 Phone: 212-522-1212 Fax: 212-522-0003 Letters to the Editor letters@time.com

Media Contact ListLocal

Daily Newspapers:

The Columbus Dispatch 34 S. Third St., Columbus, OH 43215 614-461-5000, www.dispatch.com

The Daily Reporter 580 S. High St., Columbus, OH 43215 614-228-6397, www.sourcenews.com Community News and Specialty Publications: Suburban News Publications 5257 Sinclair Rd., Columbus, OH 43229 614-785-1199, www.snponline.com

CNS/ThisWeek670 Lakeview Plaza Blvd., Ste. F, Worthington, OH 43085 614-841-1781, www.thisweeknews.com

614 Magazine (Arts, Entertainment) P.O. Box 163096, Columbus, OH 43216 614-488-4400, www.614columbus.com

CityScene Magazine 4500 Mobile Dr., Ste. 100, Columbus, OH 43220 614-572-1240, www.columbuscityscene.org

Columbus Monthly (magazine) 5255 Sinclair Rd., P.O. Box 29913, Columbus, OH 43229 614-888-4567,

www.columbusmonthly.com

DublinLife Magazine 4500 Mobile Dr., Ste. 100, Columbus, OH 43220 614-572-1240, www.dublinlifemagazine.com

Upper Arlington Magazine 4500 Mobile Dr., Ste. 100, Columbus, OH 43220 614-572-1240, www.upperarlingtonmagazine.com Westerville Magazine 4500 Mobile Dr., Ste. 100, Columbus, OH 43220 614-572-1240, www.westervillemagazine.com

Columbus CEO 5255 Sinclair Rd., Columbus, OH 43229 614-540-8900, www.columbusceo.com

SBN Columbus 300B E. Main St., Ste. 254, Columbus, OH 43209 614-237-4469, www.sbnonline.com

Business First of Columbus, Inc. 303 W. Nationwide Blvd., Columbus, OH 43215 614-461-4040, www.columbusbizjournals.com

The Other Paper (Alternative) 5255 Sinclair Rd., P.O. Box 29913, Columbus, OH 43229 614-847-3800, www.theotherpaper.com

Columbus Alive (Arts, Entertainment) 1079 N. High St., Columbus, OH 43201 614-221-2449, www.columbusalive.com

Call & Post (African American) 750 E. Long St., Ste. 3000, Columbus, OH 43203 614-224-8123, www.callandpost.com

The Columbus Post (African American) 172 E. State St., Ste. 203, Columbus, OH 43215 614-224-6723, www.columbuspost.com

The Lantern (The Ohio State University student newspaper) 242 W. 18th Ave., Rm. 271, Columbus, OH 43210 614-292-5721, www.thelantern.com

The Minority Communicator/The Minority Communicator Times 76 Parsons Ave., Columbus, OH 43215 614-621-8740

Ohio Jewish Chronicle/Senior Times 2862 Johnstown Rd., Columbus, OH 43219 614-337-2055, www.ohiojewishchronicle.com

Media Contact List Local

Outlook Columbus (LGBT) 815 North High St., Columbus,OH43215 614-268-8525, www.outlookcolumbus.com

Metromix Columbus (Lifestyle, Entertainment) Web-site 614-944-5720 www.columbus.metromix.com The Catholic Times 197 E. Gay St., First Floor, Columbus, OH 43215 614-224-5195, www.ctonline.org

CityScene Magazine 4500 Mobile Dr., Ste. 100, Columbus, OH 43220 614-572-1240, www.columbuscityscene.org Columbus Messenger Newspapers 3500 Sullivant Ave. Columbus, OH 43204 614-272-5422, www.columbusmessenger.com

Columbus Monthly (magazine) 5255 Sinclair Rd., P.O. Box 29913, Columbus, OH 43229 614-888-4567, www.columbusmonthly.com

The Other Paper 5255 Sinclair Rd., P.O. Box 29913, Columbus, OH 43229 614-847-3800

Outlook Weekly 406 E. Wilson Bridge Rd., Columbus, OH 43085 614-268-8525, www.outlooknews.com

Radio:WCVO 104.9 FM (Christian) 4400 Reynoldsburg-New Albany Rd., Columbus, OH 43054 614-855-9171, www.wcvo.org

WFJX 105.7 FM (Classic Rock) 6172 Busch Blvd. Ste. 2000, Columbus, OH 43229-2515 614-430-9624

WHOK 95.5 FM (Country) 2 Nationwide Plaza, 10th Floor, Columbus, OH 43215 614-229-3819, www.whok.com

WJZA 103.5 FM / WJZK 104.3 FM (Smooth Jazz) 655 Metro Place S., Ste. 100, Dublin, OH 43017 614-889-1043

WLVQ 96.3 FM (Album-Oriented Rock) 2 Nationwide Plaza, 10th floor, Columbus, OH 43215 614-227-9696, www.qfm96.com

WMNI 920 AM / WBZX 99.7 FM / WEGE 103.9 FM (Adult Standards / Rock / Classic Rock) 1458 Dublin Rd., Columbus, OH 43215 614-232-0289, www.wmni.com / www.wbzx.com / www.eagle1039.com

WODB FM OLDIES 108 (Oldies) 513 E. Rich St., Columbus, OH 43215 614-573-8400 x204, www.oldies108wodb.com

WOSU 820 AM / 89.7 FM (NPR and Local News / Classical) 2400 Olentangy River Rd., Columbus, OH 43210 614-292-9678, www.wosu.org

WRFD 880 AM (Farm and Agriculture) 8101 N. High St., Ste. 360, Columbus, OH 43235 614-848-3108

WTVN 610 AM / WZNW 1230 AM / WNCI 97.9 FM / WCOL 92.3 FM / WFJX 105.7 FM (News, Talk and Sports / News and Sports / Adult Contemporary / Country / Classic Rock) 1301 Dublin Rd., Columbus, OH 43215 614-487-2480, www.610wtvn.com / www.talk1230thezone.com / www.wnci.com / www.wcol.com / www.1057thefox.com

WVKO 1580 AM / WSNY 94.7 FM (Gospel / Adult Contemporary) 4401 Carriage Hill Ln., Columbus, OH 43220 614-451-2191, www.wsny.com

WWCD 101.1 FM (Alternative Rock) 503 S. Front St., Columbus, OH 43215 614-221-9923, www.cd101.com

Media Contact ListLocal

Television Stations:ONN, Ohio News Network 175 S. Third St., Columbus, OH 43215 614-280-3600, www.onnnews.com

WBNS-TV 10 (CBS Affiliate) 770 Twin Rivers Drive, P.O. Box 1010, Columbus, OH 43216 614-460-3758, www.10tv.com

WCMH NBC 4 (NBC Affiliate) 3165 Olentangy River Rd., P.O. Box 4, Columbus, OH 43202 614-263-5555, www.nbc4i.com

WOSU-TV 34 (PBS Station) 2400 Olentangy River Rd., Columbus, OH 42310-1027 614-292-9678, www.wosu.org

WSYX-ABC 6 (ABC Affiliate) 1261 Dublin Rd., Columbus, OH 43215 614-481-6667, www.abc6onyourside.com

WTTE-FOX 28 (Fox Affiliate) 1261 Dublin Rd., Columbus, OH 43215 614-481-6659. www.myfox28columbus.com

Media KitMEDIA• Backgrounder – History, facts, competitors’ analysis, and general biography. • News Release – current, up-to-date happenings• Fact Sheets – brief explanation of company • Brand Logos• Photos – images from grand openings and store culture• Media Contacts

– Koebbe, KatelinPhone: (212) 884-4032Email: katelin.koebbe@ogilvypr.com

• Videos – Store front– Beauty department– The Runway at Maxx– New Dressing Rooms– Check-Out

• News Conference Archives

INDUSTRY• Clips – industry highlights and recognitions• Business Analysis • Annual Reports • Investor Notices

CONSUMER• Shopper testimonials• The Inside Scoop• The Maxinista Corner • Social Media Savvy • Grand Openings• Relocations • Seasonal News • Demographics• Geographic Trends (including top selling designers in the regions)• Photoshoots

– Behind the scenes– On the set

Pitch LetterOctober 26, 2010

Mr. David S. LewisEditor-in-Chief 614 MagazineColumbus, OH 43216

Mr. Lewis,

In today’s bargain-driven economy, many business-minded women are starting to trade in their designer lifestyles for ones that are more budget-savvy. However, some of these women are still managing to maintain their well-tailored looks and their bank accounts. In southern Ohio especially, both retailers and consumers are beginning to follow this emerging trend in buying. Retailers are buying high-end merchandise in bulk and distributing it at low prices, while consumers, of all incomes, have directed their interest towards off-price and discount outlets. From home goods to fashion and accessories, everyone seems to be getting more for less.

Recent consumer panels have shown that today’s modern woman is more willing to go shopping if she knows she can cash-in on a sale. Also, recent surveys have shown that retailers who are changing their buying patterns to conform to consumer trends are experiencing higher sales. Stores such as Wal-Mart, Target, TJ Maxx and Tuesday Morning are great examples of established retail outlets that have shifted their images to match the needs of their fashion-forward consumers.

As an arts and entertainment magazine in a metropolitan city, trend-setting shopping habits are a natural fit with your readership. Showing how so many women from all parts of Columbus are turning heads with their designer looks, and how discount retailers are keeping up with them, is a great recipe for a cover story.

Best Regards,

T.J. Maxx

Op-Ed Piece

Photo News Release Plan

The photo is focusing on a shopping cart full of various goods including

clothes, shoes and hand bags. The logo of TJ Maxx on the cart is clearly

shown. The background is relatively blurred but people can see there is

a woman picking up a cloth from bunch of goods in TJ Maxx mall, with

her back facing the camera.

The caption would be:

In such hard economic times, it is rare to see people filling the cart with such a joy. The fun of finding a good deal and getting your gorgeous dress come together in TJ Maxx. In mid July, when TJ Maxx offers its customers 20 percent off on all the commodities on stock, many people rush in and grab everything they would buy, in case the good they like would end up in someone else’s cart.

Why it would be published by the editor?

The picture is taken from special angel and eye-catching. The picture shows a scenario that cannot be readily seen in recessions. The number of goods in the cart shows the value that TJ Maxx’s goods have. It can prove that people really like good deals and buying discount goods is becoming a trend in consumption industries.

Special EventT.J. Maxx Purse Pop-Up Shop @ State Fairs

ContactT.J. Maxx Representative John Hohl (419) 557-2690

WhereA booth at the many different State Fairgrounds which are considered the biggest in the nation, that will be a replica of a boutique with hundreds of purses for our customers to look through.

DatesSummer months (May-August)

General InformationWe plan to set up a booth/pop up shop that will give customers –old and new—a look into some of the best purses of summer and fall. As always, we will offer these purses at the great T.J. Maxx prices. Expect to see the name-brand designers you see at all the T.J. Maxx’s across the country at our pop-up shop. With on average, over 500,000 people coming to see some of the biggest state fairs, this would be a perfect way to get our brand name out to the public.

Target DemographicCurrent consumers, and especially women who do not frequent T.J. Maxx and/or there is not one around where they live. With many people coming from all over the state to the biggest fair in the state, we want to jump at the amount of people this event attracts. I feel this will resonate with a lot of mothers who come to the fair for children’s events and often put their kids and family’s need way in front of their own, and in this case their purse needs. This booth will show women it’s O.K. to have nice things, when you are paying a fraction of the cost for it.

Media PlanWe plan to send out press releases to major city newspapers, magazines, and television stations highlighting the purses that consumers will get to get their hands on for very good prices. Also, we will highlight how our inventory at the pop up shop will constantly be changing, so be sure you come back more than once.

Background on the pop-up shop conceptPop-Up shops are designed to pop up quickly, draw large amounts of people, and disappear without notice. They are a way of buzz marketing. Similar stores like JCPENNY and Target have used pop-up shops to gain publicity and new clientel.

News Conference PlanHighlight T.J. Maxx’s involvement with Save the Children during

Holiday Season

• Save the Children– “For over 25 years, T.J.Maxx and Save the Children have worked together to

help children living in our nation’s poorest rural communities by providing literacy, nutrition and physical fitness programs that give them a chance for a brighter future. This partnership began with the sponsorship of 113 children, and has grown to over 925 with every T.J.Maxx store sponsoring a child. Since 1984 T.J.Maxx and its customers have donated over $14 million to children in need in the United States.” –TJMaxx.com

• Location– TJX Headquarters

• The TJX Companies, Inc.770 Cochituate RoadFramingham, MA 01701

• Date– Monday, November 22nd , 2010 – 12:00PM– Hihglight ‘Black Friday’ specials; kick-off shopping season with stores giving

back to community • Invites

• Send one week in advance, as well as day before and day of reminders• Send press kit with invites

– Local television, radio, magazine and newspaper – Store representatives – Save the Children spokesperson– Media contact list

• Main objectives– Promote wellness of company – Community involvement– Increase awareness of program– Positive spin on holiday shopping season– Customer incentives – Educate community about Save the Children campaign

• Follow up• Collect news clips

Blog Plan• T.J. Maxx has a Facebook page and Twitter account that does have

customers sharing their recent buys from T.J. Maxx, but a blog will allow for customers to interact and you don’t have to have an account with these social media sites to access it. The problem with only having Facebook and Twitter is you are alienating the portion of your target audience that doesn’t use it. It has a blog right now but it’s messy and hard to find/read. These are our suggestions:– WHERE?

• Recent customers will blog about their recent amazing finds at T.J. Mass stores nationwide

• They will upload pictures with their purchases, hopefully, or, we will find pictures that look like the product purchased online.

• We (or them) will find a similar and/or the exact item and show what it’d be for retail value

– WHO (will it reach)• It will reach prospective customers searching T.J. Maxx’s website

that have yet to be in a T. J. Maxx store. • Already existing customers. They may see something they like on

the blog, they’ll go to the store to find it. Odds are, even if the store doesn’t have it—they’ll probably buy something while there.

– WHO (will write it)• We’ll have a team (probably 2 people) responsible for updating

and editing blogs, finding pictures, and making sure the store location is said in the blog

– WHY?• Because T.J. Maxx’s website doesn’t have specific products due to

the quickly-changing merchandise, it’s hard for prospective customers to get an idea of what to expect.

• This will attract new customers by showing them shopping possibilities available at T.J. Maxx that they were once unaware of.