THE POWER OF "YES"
"On April 7, 2014, Kohl's Corp. (Kohl's) announced that the Kohl's Department Stores has launched its new brand expression with a single word, "YES". "There are very few moments in the lifetime of a brand when you have the opportunity to refresh who you are and how you connect with customers," said Michelle Gass, Kohl's Chief Customer Officer. "This is our moment and 'Yes' is our voice. It is authentic and grounded in our heritage." A 60-second commercial, featuring Vera Wang, unveils the "Yes" campaign using striking visuals and artists' renderings of the letters "Y," "E," and "S." It tells a story of what "Yes" means at Kohl's: "The things that matter most in this world are the things that inspire us. To the things that matter most to you, we at Kohl's say 'Yes.'""
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GOALS
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"Improve Kohl’s overall reputation with current customers, potential customers and current employees. The success of this campaign will be evaluated at the end of the fiscal year through use of customer and employee surveys as well as through profit made this fiscal year compared to prior years."
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OBJECTIVES
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1. Increase profits by at least 20%.
2. Increase employee retention 3. Decrease theft in all of Kohl’s stores by at least 50% 4. Increase number of male shoppers |
TACTICS
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EVALUATION TACTICS
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