Hawthorne

Jewelry

Haley Fudge, Liping Jiange, Erik Long, Levi

Steele
ADVERTISING MANAGEMENT
PROFESSOR HEATHER SCHULZ

Table of Contents
Summary.............................................................................................................. 2
Situation Analysis................................................................................................... 3
Industry........................................................................................................... 3
Hawthorne Jewelry History..............................................................................6
Current size, Growth, Profitability....................................................................6
Competition..................................................................................................... 9
SWOT Analysis.............................................................................................. 11
MARCOM.......................................................................................................... 15
Advertising Strategy and Objectives.....................................................................18
Creative Brief...................................................................................................... 21
Media Plan and Budget Allocation...........................................................................23
Media Selection and Rationale................................................................................ 23

Summary
Our campaign report is for Hawthorne Jewelry, a family owned business located in
Kearney, Nebraska. We began by researching and writing a situation analysis for Hawthorne
Jewelry. This analysis was in in-depth look at the jewelry industry as a whole, all the way down to
Hawthorne Jewelry itself and their competitors.
The situation analysis gives information on how much the jewelry industry makes, along
with what kind of consumers it has and many other industry demographics. We looked at the
history of Hawthorne Jewelry itself, which is the longest running business in Kearney, Nebraska,
and researched what they do and who they compete against. Their main competition in Kearney is
another family owned store called Hoovers Jewelers and then a chain store called Riddles
Jewelry.
After the situation analysis, we looked into what Hawthorne could do to increase sales
through advertisements. We decided to create a campaign that targeted a younger demographic,
specifically those aged 20-39, who buy less jewelry normally compared to those that are 40+. The
reason why younger people may not purchase jewelry as much is because they have not accrued as
much disposable income at this point in their lives as those that are older.
We came up with some ideas from packaging, all the way to what kind of television or
radio ads they could use. Targeting a younger consumer group is for jewelry is slightly more
challenging, but by emphasizing the ease and financial help that they can find with Hawthorne
Jewelry, we are confident that our advertisements can bring in a new demographic of consumers.

Situation Analysis
Industry
The jewelry industry involves the manufacturing, sale, repair, and maintenance of fine luxury
accessories made of precious metals and gemstones. It is a growing industry in the United
States and has been around for a very long time.
According to Polygon.net, total fine jewelry and watch sales in the United States grew
to $80.1 billion in 2013, an increase of 12.35% over total 2012 revenues ($71.3 billion). Of the
total, jewelry made up most of the revenues reaching $70.65 billion, a
6.7% increase from 2012 (Munn, N.). Ibisworld.com had some more information with current
numbers. The jewelry industry currently employs 179,098 people in 64,480 business across the
United States. On their website, it is stated that between 2010 and
2015 there has been a 4.0% increase in annual growth (Jewelry Stores in the US: Market
Research Report).
Companies with a strong brand name, aggressive brand support, and a mix of traditional
stores and websites will likely be solid performers in the long run. The next twelve month
outlook for gold is neutral. There is a significant physical demand growth though, driven by
China and India. Consumer and investor demand is increasing even after a 28% decline in 2013
and a 1.5% decline in 2014 (SubIndustry Review: Gold).
The Jewelry industry lost some of its attraction during the recession. Industry revenue
declined due to the drop in consumer confidence and disposable income. The demand for non
essential luxury goods such as jewelry declined. Since 2010 though, revenue has begun to grow
again. As consumers increase spending on non essential

goods, jewelry stores will raise their prices and retain more profit (Jewelry Stores in the
US: Market Research Report).
To keep up with competition, specialty retailers such as jewelry stores are beginning to
look toward and use new technology and are adapting omnichannel retailing, using the internet to
sell many of the same products that can be found in the store itself. Customers with internet can
shop and purchase these items using their computer, smartphone, or tablet anywhere and anytime
(Levy, E.). The internet has enabled small jewelers to present information and sell
merchandise not only in their own markets but in markets all around the world (How
Technology Revolutionized the Jewelry Industry).
The internet is not the only way that the jewelry industry is adapting to the terrain of
todays market, but tools such as 3D printers are beginning to show promise in this industry.
For example, the 3D printing startup Sharebot is trying to revolutionize the jewelry industry.
Their new printer is called the Sharebot J3D, which has been developed in conjunction with the
Italian machine manufacturer Mario Di Mario SpA, which has over 90 years of experience in
the production of goldsmithing tools. The
J3D cures layers of resin using UV light to build up a threedimensional object. By teaming up
with Mario Di Mario SpA, Sharebot hopes to target the product at the jewelry market, which has
already responded well to their previous printers for their creation of models for lostwax casting
(MolitchHou, M.).
In conclusion, the industry has its down times during recessions and other times of
economic stress, it always seems to bounce back with the economy when people once again
have more disposable income. This is a competitive industry that attracts many people for
many occasions. The jewelry industry is continuing to grow and adapt with the times, making
sure to not lose its shine in the marketplace.
Product/Service

Hawthorne Jewelry has a large assortment of products and services. On their website,
you can see that the products they sell include jewelry under categories such
as birthstone, religious, sand & sea, black and white, childrens, teen, ladies, mens, and several
others. And each of these categories are broken down even further into categories such as
bracelets, rings, earrings, necklaces, pendants, etc. (HawthorneJewelry.com).
Some features and benefits that Hawthorne has that other jewelry stores may not have is that
they hand select diamonds from Antwerp, Belgium, which is known as the diamond capital of
the world. They also perform many services for customers. This includes complimentary
cleaning of jewelry, expert evaluation and repair, diamond setting, heirloom restoration, setting
or resetting of diamonds and gemstones, pearl restringing, and many other services
(HawthorneJewelry.com).
Hawthorne can even custom design jewelry for people. To do this they begin on paper,
and then they use CAD technology (Computer Aided Design). Hawthorne will give an accurate
price quote on custom pieces, claiming that the final price will be within
$150 of the estimate. The pricing of most of Hawthorne Jewelrys products are anywhere from
$20 to almost $5,000. It seemed that the majority of items were priced

between $400 and $1,500. The price depends on the type of precious metal and
gemstones were used (HawthorneJewelry.com).
It is clear that the products that Hawthorne carries are quality pieces at affordable prices
that can be treasured for many generations to come. Knowing that the diamonds come from the
Diamond Capital of the World makes their products stand out among
the competition and makes the product more valuable. Hawthorne not only sell great
products, but has great services as well for all of their customers.

Hawthorne Jewelry History

Hawthorne Jewelry is located at 2104 Central Avenue in Kearney, Nebraska and is owned
Erika Godfrey. Hawthorne Jewelry is the longest running business in Kearney, Nebraska.
Hawthorne is already steep in history and tradition, and is an important part of the Kearney
community. Hawthorne Jewelry is a 4th generation family business, and has been operating for
137 years in Kearney.
Scope of Business
Erika Godfrey majored in business administration, and minored in international finance.
After graduating, Erika Godfrey decided work with her brother at Hawthorne Jewelry. She is
doing the business part and her brother is working on. They are providing quality services
and competitive prices. Hawthorne jewelry has been able to provide high quality jewelry,
innovation technology and service of continuous operation.

Current size, Growth, Profitability

Hawthorne Jewelry is located in downtown Kearney, Nebraska. It is a small business in

downtown Kearney. They have been open for 137 years. It has a strong community
influence in Kearney.
Reputation
Hawthorne Jewelry started in 1878, and they provide a higher quality of jewelry,
faster manufacturing, and service. They serve a strong community and have gained a reliable
brand image in Kearney. Hawthorne Jewelry provides special style and great design of
jewelry. The brad image is that it is a reliable store with great quality jewelry and reasonable
prices.

Current Promotional Strategies/Brand Image

Hawthorne Jewelry focuses a lot on their website and want to make it as consumer
friendly as possible. They have included different tabs at the top of the homepage so that
navigating the website is easy. They have also included a news sections which features new
deals and specials they have going on. They also use Facebook, Twitter, Pinterest and Instagram.
It is very easy to find Hawthorne Jewelry on these social media sites and they utilize them fairly
well. They promote in the newspaper and on cable TV. Their advertising strategy on television is
to the bookend the commercial segments so they are the first and the last commercial you see.

Current Target Market Demographics

The target market for Hawthorne Jewelry is adults 30 + years old. Adults of this age
usually have a job with a steady income that allows for them to be in the market for finer
jewelry. According to the econdev.nppd (2010), the demographics of Kearney, a range of 50
miles in 2014, the total population is around 208387 male population is 103,971 and female is

104,407. In a race segment, The White people are 185,353, Black or African American is 2,471,
Asian or Pacific is 1,864, and other race is 14,013. The age range of 3059 years old is around
76,392. The average Household Income is $62,005. (econdev.nppd, 2010) According to the
demographic, Hawthorne Jewelrys target market is pretty large.
Psychographic
The target market in psychographic would be Facebook and Twitter users. This market
can attract more younger in the Kearney Area. This is important because social media spread
information fast, and more people can learn about Hawthorne Jewelry.
Geographic
Hawthorne Jewelry is located in the downtown Kearney area. It is located near many
other shopping stores which makes it easy for consumers.
Psychographic/Behavioral/Lifestyle
There are three sets of target customers. The primary target is the people who want to
buy jewelry, mostly people who are ready to get engaged and married. The second target is the
people who like jewelry, and want to look trendy and fashionable. The other target is the
people who are rich, and age 30 to 45 with disposable incomes.

Competition
Direct Competitors
The direct competitors for Hawthorne Jewelry would be Riddle Jewelry and
Hoovers Jewelers. Riddles
Secondary Competitors
The secondary competitors would be WalMart, Younkers, and JC Penney here in
Kearney. Others could be jewelry stores in surrounding towns such as Grand Island and
Hastings.
Riddles Jewelry
Riddles Jewelry is a chain jewelry store mainly in the Midwest and is located at the
Hilltop Mall in Kearney. They sell every kind of jewelry from rings, necklaces, bracelets, and
watches. The jewelry they sell comes from many different designers. They also have an
extensive selection of watches from many different name brands such as Fossil and Michael
Kors. One special thing that they offer is the Black Hill Gold collection. It is basically jewelry
made from gold and diamonds found in the Black Hills. Their price structure is very similar to
Hawthorne Jewelry when it comes to their jewelry.

Hoovers Jewelers
Hoovers Jewelers is located downtown Kearney on the bricks. They do have all kinds of
jewelry just like the other stores but they also offer some specialty things such as tie pins and
money clips. One special thing that they have at Hoovers is that they do custom jewelry. You
come into the store with ideas and they will sketch out a design for you and then make the item.
They do this for rings, bracelets and necklaces. They sell watches, like Riddles but they don't
have sell as many designers. They offer many services for their customers such as free jewelry
cleaning and gift wrap. Their price structure is a pretty comparable to Riddles and Hawthorne,
depending on what you are buying.
WalMart
WalMart is another chain store that also sells jewelry. Their fine jewelry consists of
bracelets, anklets, necklaces and rings. Their prices are a little bit on the cheaper side of the
other competitor stores. Being a huge chain store such as WalMart has its advantages and
disadvantages. One advantage would be that it has a one stop shop type of atmosphere. In
todays society convenience is very important to people. A disadvantage could be that WalMart
is known for its low prices and people could think that automatically means low quality as well.
I think this thought probably make

WalMart not have the best brand image in customers minds and I personally don't know a lot of
people who would go there to buy a diamond ring as their first choice. In customers minds and I
personally don't know a lot of people who would go there to buy a diamond ring as their first
choice.
Department Stores
Younkers and JC Penney are two department stores that also offer fine jewelry. There
prices are also comparable to the other competitor stores. These stores also have the
convenience factor in their favor. An advantage that they have over WalMart is that they are
typically known as nicer, higher quality stores. However like WalMart I dont think they would
be the first stores people think of when going to buy jewelry. They sell more necklaces and
bracelets then they do engagement rings, which is a huge part of the jewelry industry and it's
where they make a lot of their money.

SWOT Analysis
Hawthorne Jewelry has many strengths working in their favor. For starters their
location is in a very good spot. They are located in down town Kearney on the bricks. This is a
great location for a jewelry store. There are many businesses that are located in downtown
Kearney, therefor there is a lot of foot traffic. Many people walk in downtown Kearney every
day. This means that many people walk by and see Hawthorne jewelry and will remember them
when its time for them to buy a present for someone special, buy an engagement ring, or even
buy something for themselves. It also means Hawthorne jewelry has a lot of walk in customers.

Another strength that Hawthorne Jewelry has is that one option that they do something
not every jewelry store does, and that is custom designs. Hawthorne jewelry has a bench jeweler
service that will help customers create the ring of their dreams. Many jewelry stores only carry
standard rings that are mass produced. Hawthorne Jewelry can make a ring that is completely one
hundred percent original. Another strength of Hawthornes is that they carry a wide array of
products, not just engagement rings and necklaces. Hawthorns carries jewelry for both women
and men. These include cuff links, bracelets, chains, and watches.
One of the strengths that Hawthorne Jewelry has is that they buy gold. Many jewelry
stores do not buy used gold from customers but Hawthorne Jewelry does. If people want to sell
their old gold jewelry most of the time they would have to go to a pawn shop or sell it online
but with Hawthorne Jewelry you can walk right into the store and sell your used gold and then
you can use that money to buy new jewelry.
With any business there are not just going to be strengths. Every business also has some
weaknesses. Hawthorne Jewelry is a business that has been around for a long time so they have
been able to fix most weaknesses. However, there are still some issues, the marketing for
Hawthorns Jewelry is not up to par. They have a very limited advertising presence. Hawthorne
does not advertise much on television, newspaper, or radio. Advertising creatively on these
mediums could help sales drastically in the future. Another weakness in marketing for
Hawthorne Jewelry is a lack of social media presence. Hawthorne does have an Instagram page
which is a great start for showing off pictures of the quality and types of jewelry they have but it
is not enough. To truly

capitalize on social media they need to get a Facebook and twitter account and also capitalize
on other forms of social media. Incorporating that with there already up and running
Instagram page will do wonders for them.
Other weaknesses that are not on the marketing side are business practices they may need
to think about if they havent taken care of already. If the economy worsens and sales stagnate
due to the expensive nature of your inventory do they have the cash to survive? Is the security
good enough to protect their inventory? Is their insurance good enough to cover the loss or theft
of inventory? These are questions Hawthorne Jewelry needs to be asking when thinking about
their weaknesses.
The best thing to come out of weaknesses are opportunities. Opportunities are the
foundation of business. Opportunities for Hawthorne Jewelry include marketing they have an
opportunity to corner the market for jewelry in Kearney. There arent a great deal of
advertisements for jewelry stores in Kearney. If Hawthorne Jewelry were to advertise more and
take advantage of social media it would be great for publicity. By tapping into social media they
would be the first jewelry store to successfully do it. Other opportunities arise by fixing the other
weaknesses in the business besides just marketing.
When looking at a business one of the main things you need to focus on are threats to that
business. You must assess these threats and determine what to do about them. Hawthorne Jewelry
must determine if the neighborhood has changed demographics or levels of safety. It also could
be that the customers or potential customers don't have the disposable income they once had.
Maybe tastes have changed and they need to compensate for that. Determining if these examples
apply to your business could save it.

One of the main threats to Hawthorne Jewelry is competition from other jewelry stores.
They have a great location in downtown Kearney, however there is another jewelry store
located in downtown Kearney as well. Hoovers Jewelers is located right down the street from
Hawthorns and is potentially taking customers away from them. Hoovers Jewelers offers a lot
of the same options as Hawthorne Jewelry and being located right down the street is a major
threat. Hawthorne Jewelry needs to be continually raising the bar so they can distinguish
themselves from Hoovers Jewelers.
Hoovers Jewelers is not the only competitor to Hawthorne Jewelry. Riddles Jewelry is
located in the Hilltop Mall in Kearney. They also have a great selection of jewelry and have a
great location with lots of foot traffic. Other competitors include Claires and Stagecoach. As
long as Hawthorne continues to sell high quality jewelry and utilizes marketing, these threats
will not truly threaten Hawthorne Jewelry

MARCOM
Marketing communications, or MARCOM, is how you get your message across to the
consumer. Marketing communications are messages and related media used to converse with a
desired market. There are many ways to communicate your desired message to your desired
consumer. Some of these ways we will talk about include Public relations/sponsorships, sales
promotions, direct marketing, and packaging. Utilizing these in an effective way will help
Hawthorne Jewelry meet its goals.
Public relations is a huge part of marketing your brand. If your company has a negative or
even neutral brand image it can hurt sales. Good public relations can fix that. Two great ideas for
public relations are non-profits and community events. Charitable enterprises dont have to be
restricted to just large corporate sponsorships. Small businesses can support local nonprofits and
charities by volunteering at events, joining planning committees, or forming teams to raise funds.
We suggest finding a non-profit that reflects your ideals as a company and helping them by doing
the actions above. This will help get your brand associated with these charities. Local festivals,
workshops, and other non-charitable events may also offer methods to support your community
while endorsing your business.
Sponsorships a great way to get your brand to the public. You are trying to reach out to a
younger audience so the events you choose to sponsor should reflect that. Sponsorships give you
the opportunity to get your name and logo in places they normally would never be. In this instance
we suggest sponsoring events at the university. The University of Nebraska-Kearney has thousands
of students, many of whom are in relationships. These students would be in the market for a gift or
possibly an engagement ring. Sponsoring sporting events in the Cushing Arena or Foster Field
would introduce your brand to a whole new audience. It doesnt have to be a sporting event either.
There are many student events that happen year round on campus that look for sponsorships.

Another sponsorship idea is with the Viaero Event Center. They host events that young people
enjoy all of the time including concerts. They also are the home of the Tri-City Storm hockey
team. Young people attend these events on a regular basis and sponsoring these events would bring
your brand to a whole new younger audience whose demographic we are trying to target.
Another way to market Hawthorne Jewelry is through sales promotions. There are a wide
array of different sales promotion options. Sales promotions consist of short term incentives to
encourage the consumer to purchase. Options for these include:
1. Buy one get one free. When a consumer buys an item they can get an item of lesser
value for less than the marked price. It does not necessarily have to be free.
2. Customer relationship management. Examples of this include points from a purchase
that they can use on their next purchase, or money off coupons.
3. Discounted prices. Email customers with the latest low price deals. Advertise these
deals in places with a younger demographic.
4. Finance deals. Jewelry can be expensive and that can be intimidating, especially to
younger consumers. Offering deals such as 0% finance over a certain period of time
will help ease their worries.
All of these options are fantastic incentives for new customers to purchase products from
Hawthorne Jewelry.
Another marketing communication technique is direct marketing. Direct marketing is when
the sellers go directly to the consumers. In order to be successful in direct marketing, companies
usually have to compile large databases of personal information about potential customers and
clients. Different companies have different ways of getting information about customers, but the
process is much easier than it seems. Magazine subscriber lists, association membership rosters,
and professional conference attendance directories are frequently made publicly available. The
most common forms of direct marketing are telephone sales, solicited or unsolicited emails, and
mailed catalogs and coupons. Sometimes consumers do not respond well to direct marketing,

especially telephone sales. So there is a fine line to walk if you choose to use the direct marketing
technique.
Packaging is a marketing tool that is often overlooked by many companies. The packaging
of your product is the first thing the customer sees. Many jewelry stores have a plain box that the
jewelry comes in. We suggest having at least your logo on the box that the jewelry goes in. If
possible get even more creative. There are many different colors, sizes, and styles of boxes that
your jewelry could come in. The point is for your packaging to be unique and stand out from other
jewelry stores. When a product is sold from your store it should be easy to tell where it came from.
Point of Purchase displays are also quite useful in marketing communications. Point of
purchase displays are marketing materials or advertising placed next to the merchandise it is
endorsing. These items are usually located at the checkout area or other position where the
purchasing decisions are made. Point-of-purchase displays are intended to promote new products,
make special offers, and/or capitalize on special events, such as holidays. Disposable displays
made of cardboard or other inexpensive materials that can be discarded after use are a great
example. Another is a light box, a box like point of sale display using florescent bulbs to brighten a
poster inserted from the side or back of the box. Point-of-purchase displays can include shelf
edging, dummy packs, display packs, display stands, mobiles, posters, and banners. You may think
these are unnecessary expenses that wont help sales but youd be wrong. According to research,
almost 66% of all choices to buy something are made while consumers are in the store shopping.
Furthermore, 53% of these choices are classified as impulse buying. Point of purchase promotions
offer marketers one of the most effective sales promotion tools included in the promotional mix.
Utilizing all these marketing communications techniques will drastically help any business
not already utilizing them. Marketing communications, or MARCOM, is how you get your
message across to the consumer. By employing these marketing strategies companies are able to
reach new desired demographics and communicate their message and brand to the consumers.

Strategies like: public relations/sponsorships, sales promotions, direct marketing, packaging, and
point of purchase displays. Utilizing these in an effective way will help Hawthorne Jewelry meet
its marketing goals.

Advertising Strategy and Objectives

Objectives/Strategies/Tactics
Hawthorne Jewelry is dedicated toward providing the best service as well as providing
jewelry that is competitively priced. The company is committed to providing high quality products
to its esteemed customers at the best prices in the market. The company is also committed to
innovation, service quality, and fine products that have been its identity for the last 137 years.

Desired Effects
Hawthorne Jewelry has in place a marketing strategy aimed at achieving various goals. The
jewelry stores aims at increasing its market share in a rather competitive jewelry market. The
strategy is also aimed at informing the customers of the variety of stocks that are available in the
stores. Moreover, changes in prices, quality, and even availability of products are meant to be
communicated through the marketing strategy. A decrease in prices can lead to an increase in
customers while an increase could lead to fewer customers. The marketing strategy is also aimed at
popularizing the jewelry store in order to attract new customers who were not aware of its
existence. Finally, the strategy is aimed at positioning the stores brand as the best provider of
quality services at affordable prices.

Target Audience
Hawthorne Jewelry targets 20-45 year old women who are both married and unmarried and
who have a sense of fashion when it comes to jewelry. The store also targets men over the age of
twenty who have a taste for jewelry. Heavy buyers of jewelry are targeted and offered special
discounts. The customers provide stable income and a positive word of mouth. The company
maintains a personal relationship with them through phone conversations, comments on the blog,
and phone conversations. Light buyers are the next audience. They provide the company with
irregular incomes and opinions. They are encouraged to order through keeping in touch and
offering them small discounts. The other audiences are commenters and visitors who might
become valuable customers.

Brand Positioning
Hawthorne Jewelry has positioned its brand in the market through having a wide range of
products in the market. The company has also ensured that customers spend less time shopping,
hence save time. Products are delivered within 24 hours of placing an order. The company has also
ensured it has promotional activities on social networks such as Facebook and blogs. These fan
pages have allowed potential buyers to exchange ideas with current buyers who have had
experience with the product. The brand also creates trustworthiness among consumers as the
company has gone out of its way to eliminate consumer risk. Cases of consumers receiving
defective products or losing their money are minimal or eliminated.
Unique Selling Proposition

The unique selling proposition is feeling attractive while at the same time saving time and
money. Hawthorne Jewellery does not involve sophisticated technology in introducing the best
innovations and influencing the needs of customers, but rather, they keep in check with the current
trends and deliver to customers what they want even before realizing they want them. Their offers,
therefore, are market driven. Consequently, Hawthorne Jewelry ensures efficiency through
embracing online shopping. Customers, therefore, are able to order goods through their computers
and even smart phones in the comfort of their living rooms. The prices are also cheaper compared
to those of competitors stores, making Hawthorne Jewelry the most preferred shopping
destination for jewelry around.

Creative Brief
The objective of the advertising efforts put forth by Hawthorne Jewelry is to bring in new
customers that are not in the current target market. The goal is to create an advertising campaign
that speaks to a younger market, specifically in the 20-39 age group. Current clients are generally
40+, and Hawthorne would like to promote their business to a younger age group. To do this the
campaign needs to be relatable to a younger target market. The main idea of this campaign is that
buying jewelry can be a daunting adventure for a younger man, or even a younger woman if she
doesnt have much experience buying jewelry, but Hawthorne Jewelry can help them overcome
that obstacle and show them that even though it is a personal experience, it doesnt have to be
difficult. One can easily imagine how difficult it may be for someone to go in and decide on
jewelry for a loved one if they have never been in this situation before.
There needs to be an emphasis on how Hawthorne Jewelry is a place to go where there is
plenty of help for first time jewelry buyers, as well as for experienced jewelry buyers. Using a
tagline such as Where we treat you like family, or Where we make the jewelry buying

experience easy, is something that makes consumers want to shop at Hawthorne rather than at a
competitors shop. Welcoming taglines show the consumers that walking into Hawthorne for the
first time feels just as familiar as walking into your own home. It would also be a good idea to
emphasize the fact that Hawthorne Jewelry is the oldest business in Kearney and that it has been
family owned since it opened its doors over a century ago. This really lends credibility to
Hawthorne as soon as someone reads that.
Though most of the ads should focus on engagement rings, custom bridal rings, and other
jewelry, it would be nice to also have at least one ad, whether its in print, on the radio, or on
television, really emphasize the fact that Hawthorne also does repairs, cleanings, and that they can
get you virtually any design that you wish to have, even if it is currently not in their inventory.
They should advertise that they have an in-house bench jeweler, and that all of their major
diamonds come from Antwerp, where the owner personally goes and hand selects diamonds each
year. Online sales is also something that can be pushed to show that they are keeping up to date
with technology and competition.
Each ad will have links or information on how to reach Hawthorne Jewelry through
Facebook, Instagram, Pinterest, and other social media outlets. Any of these ads can also be seen
on Hawthornes social media pages to spread these ads even further. Hawthorne can also start
using Twitter more as an advertising outlet.
The tone of the advertisements will be energetic where possible to get the attention of a
younger audience. This may be through brighter colors or possibly a touch of humor added into
any of the ads. Of course not all of the ads have to be energetic or upbeat, but as long as they
arent static and boring, they should do a great job of being noticed by any age group.
The color scheme should be fairly simple, except where a focus in an ad is. A black
background with gold or silver font would do a great job of letting the type pop out and makes it

very readable. Of course there can be some ads that dont adhere to this, and can use other colors
if needed to make a point. For example if there is a print ad for a spring sale, there could be light
blues and pinks and yellows. Maybe some greens and reds for a Christmas sale. To keep
Hawthorne Jewelry feeling classy and traditional as it is, the font should be a flowing, yet very
readable cursive font. This will show that Hawthorne is a place of luxury and class.

Media Plan and Budget Allocation

We have chosen several different types of media to advertise Hawthorne Jewelry. We chose
our media based of off our budget, which is fairly large. We will be advertising on television,
radio, magazines and billboards. We will also be working on revamping their website as well as
getting into some social media advertising.
Media Objectives
Our main goal when choosing our media was to connect with our target audience. We hope that
our new advertisements through all of our media channels will help our brand stand out to our
target audience. Since we have chosen several different types of media our message has several
chances to reach our customers in one way or another. That could be while listening to the radio in
the car on the way to work, while watching the evening news, or even while surfing the web.

Media Selection and Rationale

Television
Television commercials are a great way to reach our target market because almost everyone
watches television. In the past, Hawthorne Jewelry has done bookend commercials where they are
the first commercial to air during a break and the last, each lasting about 15 seconds. We will keep
some of those and also add some longer, 30 second commercials that will air at some point during
breaks. We hope that by making some a little longer we will have more of a chance to tell a story
that really sticks out to our target market.

Radio and Billboard

Radio and billboard advertisements are a way that we hope to reach some of our younger target
market. People in their upper 20's to early 30's are usually just starting a career and a family and
are on the go a lot, probably spending a good amount of time in their car. With these mediums they
will be exposed to our message while they are driving to and from work, the grocery store, soccer
games, and wherever else that there busy lives may take them.
Magazine
Since Hawthorne Jewelry is unique to Nebraska, we will only advertise in local magazines, mostly
in the Tri-City area. We will also advertise in some magazines that circulate other areas of the state
in hopes that if anyone is ever visiting Kearney they will remember that ad and want to see all that
Hawthorne Jewelry has to offer.
Social Media
We are going to use social media advertisements sparingly at first, just to see how it goes. This will
mostly be used to reach some of the new, younger consumers that we are hoping to attract with our
new campaign. Young people spend a great deal of time on social media so this will be a great way
to connect with them.
Website
By updating the current website we hope to appeal to both our current customers and new ones.
Giving it a more modern look will attract the younger, tech savvy generations. We also to hope to
make it very easy to navigate so that our older demographic of customers are not intimidated or
skeptical of using it. By changing some of the colors and fonts it will be more visually appealing to
everyone.

Media

Ja
n.

Fe
b.

Radio
TV
Billboard
Mail
Flyers
Social
Media

*
*
*

*
*
*
*

Marc
h

*
*

Apr
il

Ma
y

*
*
*
*

*
*
*
*

Jun
e

Jul
y

Au
g.

Sep
t.

Oc
t.

No
v.

De
c.

*
*
*
*

*
*
*
*

Asterisks on the media schedule indicate times of heavy advertising. Radio, TV, and mail flyers
will all be heavier around holidays while social media and billboards will be going at all times.

Resources
How Technology Revolutionized the Jewelry Industry. (1999, September 1). Retrieved
February 19, 2015, from http://www.jckonline.com/1999/09/01/howtechnologyrevolutionizedjewelryindustry Jewelry Stores in the US: Market Research Report. (n.d.).
Retrieved February 25, 2015, fromhttp://www.ibisworld.com/industry/default.aspx?
indid=1075
Levy, E. (2014, September 1). Retailers: Specialty. Retrieved February 19, 2015, from
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showIndustrySurvey.do?code=res
MolitchHou, M. (2015, January 23). Sharebot Debuts DLP 3D PResources rinter
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http://3dprintingindustry.com/2015/01/23/sharebotdebutsdlp3dprinterjewelrymaking/

Munn, N. (n.d.). Retail Jewelry Industry in the U.S. 2014 Report. Retrieved February 19,
2015, from http://www.polygon.net/jwl/public/traderesources/industryreports/retailjewelryindustry
intheus2014reporten.jsp
SubIndustry Review: Gold. (n.d.). Retrieved February 19, 2015, from http://0www.netadvantage.standardandpoors.com.rosi.unk.edu/NASApp/NetAdvantage
/showSubIndustryReview.do?subindcode=15104030
Hawthorne Jewelry. (n.d.). Retrieved February 19, 2015, from
http://www.hawthornejewelry.com/
http://www.mindtools.com/pages/article/newTMC_05.htm
http://www.ehow.com/how_6376615_doswotanalysisjewelrystore.html
http://www.hawthornejewelry.com/

https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/personalselling-and-sales-promotion-14/promotion-methods-in-consumer-sales-96/point-of-purchasepromotions-476-7609/
http://www.creativeguerrillamarketing.com/advertising/25-brilliant-product-packagingexamples/
http://www.wisegeek.com/what-is-direct-marketing.htm
http://www.slideshare.net/RajeshSatpathy/9-sales-promotion
http://www.hawthornejewelry.com/