imcp o’day caché 1 running head: “ integrated marketing...

IMCP O’Day Caché 1

Running Head: “Integrated Marketing Communication Plan: O’Day Caché”

“Integrated Marketing Communication Plan”

O’Day Caché

Kaitlyn Mann, Michelle Reistad, Miranda Buesing, Ayame Anzai

Communication 303

Professor Lok Pokhrel

12/7/15


---------- 1) Executive Summary -----------

The client for this campaign is O'Day Caché, a small boutique located in Fargo. The

boutique’s address is: 317 Broadway N, Fargo, ND 58102. O’Day Caché opened in 2004, and

was started and still owned by Cindy O’Day. The boutique began when Cindy traveled to

China, and found treasures she wanted to share with the Fargo-Moorhead community. She

brought back several treasures from China, and has made regular trips all over the world to

gather more items. Cindy loves to travel, so stocking O’Day Caché just means another fun

adventure.

Most items are from Thailand, Turkey, India, and China, with some items from other

Asian countries and Italy. All items sold at O’Day Caché are imported; nothing is made in

the United States. At O’Day Caché, commonly available items include jewelry, bath and

body products, house and home decorations and furniture, purses, journals, scarves, table

runners, pillow covers, and more. O’Day Caché is open Monday through Saturday from

10am to 5pm. O’Day Caché’s mission is to bring the best of the world to Fargo.

The campaign focuses on two main aspects of O’Day Caché, it’s uniqueness, and

international products. O’Day Caché is international, since you can’t find it’s products at

American stores. The boutique is unique because there are only one or two of each item

available. This makes each purchase unique and a special treasure. We convey this

campaign focus by choosing the slogan “Internationally Unique.”

The target audience for this campaign is females 18 and older. Most of the items sold

at O’Day Caché appeal more to females than males. This campaign should appeal especially


to travelers and people seeking to be different than average. This includes hipsters and

those avoiding all things “mainstream.”

We based this campaign on two types of research. We conducted a survey to gain an

initial understanding of our target audience, and how aware people in Fargo/Moorhead are

of the boutique. We asked general demographic questions, as well as if they had heard of

O’Day Caché, and whether they would be interested in the types of products offered there.

We also interviewed a long time employee working at O’Day Caché to get an overall vision

of the history and background of the boutique. We found this research helpful, showing us

that we indeed did need to increase awareness of the boutique, and that our chosen target

audience was a good choice.

The goals of this campaign, briefly, are to increase awareness of O’Day Caché, and to

encourage more residents of Fargo/Moorhead to visit the boutique. This will in time

increase sales, and allow the owner of O’Day Caché to afford more trips around the world

to gather more unique treasures. This campaign will also remind existing customers to visit

again, as there are always new treasures to be discovered.

For the visual side of the campaign, we would like to establish a creative brand,

using warm, dark, muted colors, including dark gold, burnt orange, and mahogany. These

colors will imply the international nature of the boutique. The campaign materials will also

use international-looking, unique textures and patterns.

---------- 2) Rationale of the Campaign -----------


With this Campaign, O’Day Caché seeks to raise awareness for their boutique, and

increase business and visitors. This will have two main benefits for Fargo/Moorhead

residents. First, this campaign will allow residents to broaden their cultural perspective,

and continue to be more open minded about different cultures, and items from these

cultures. This could minimize residents’ ethnocentric perspective, and make them begin to

think about other cultures. O’Day Caché provides visitors the opportunity to travel without

a plane ticket, and could teach visitors about the characteristics of different cultures.

The second reason for this campaign is to increase business to O’Day Caché.

According to our research there is a large percentage of our target audience who would be

interested in the products O’Day Caché sells, but have not heard of O’Day Caché before.

Increasing awareness of this boutique will provide a market of items that residents of

Fargo/Moorhead are already looking for.

---------- 3) Situational Analysis -----------

Once we completed collecting our secondary research, we found out who most of

our customer base is, their age range, and if they were male or female. This gave us a better

idea of who we should be directing our campaign towards. We found that O'Day Caché does

have a web presence, but it could use some help. The boutique also has a website used to

sell certain items from inside the boutique. The website could be redesigned to feel more

inviting and include more information about the store. It is easy to navigate, which is great,

but it doesn’t appear to have much on it for potential customers so that might cause them

to leave the webpage quickly. Their social media pages include: Facebook, Instagram, and


Twitter. The most updated account is Facebook which is linked to their Instagram account.

These two pages do a good job of posting regularly, but they could benefit from more

interaction with customers. The boutiques’ Twitter account has not been updated in quite a

few months, which might hurt the store. If Twitter users see that the account has not been

updated in such a long time, they might believe that the store has gone out of business or

shut down. More action on the Twitter account would be beneficial for the boutique.

We are starting with a somewhat active social media presence and a website. Today

we are updating Facebook and Instagram regularly, but have stopped updating Twitter. We

have gotten to this point with our followers and support by making sure to post regularly

and trying to interact with the customers. Interacting with the customers makes them feel

more connected to the store and makes them feel personally invited to come and browse

the merchandise. Deserting social media pages rather than completely shutting them down

makes the company seem like it is no longer in business instead of just unwilling to use that

certain platform any longer. Either starting to tweet again or completely deleting the page

would be an option. But because the Twitter account has a good amount of followers for a

small business, it would be wise to start posting from the account again.

From where we currently are there is a long ways that we can go up. Putting out

advertisements in different forms is another approach that we can use for our campaign.

Flyers, magazine ads, billboards, radio commercials, and television commercials are the

other options the boutique has that are not relying on the internet. Radio commercials can

go a long way if they are catchy and are able to reach the right audience. The commercial


should radiate a feeling of what customers can find in the store and what the atmosphere is

like.

Print ads like flyers, magazine ads, and billboards are also able to reach a wide

audience. Handing out flyers to people walking around in downtown Fargo is a good way to

attract customers because they are likely already shopping. Magazine ads can be placed in

travel magazines to reach an audience that wants to travel and collect unique trinkets.

Billboards reach everybody that can read and drive so they are very eye catching and can

be remembered well if somebody travels the same path often. Television ads are a good

way to reach an audience, but they can be expensive and take a bit of time. We also find

that we do not think we would be able to target our audience as easy with a television

commercial.

---------- 4) Competitive (SWOT) Analysis -----------

Social Media Presence

- Facebook

o Has a page with 2884 likes

o Has information including link to website

o Posts a few times during the week

o Includes some sales

o Doesn’t include use of hashtags

o Finalist for “High Plains Reader” – best of best, best gift shop 2015 but

didn’t mention it…

o Feedback – people posting photos of the items they purchased


o Graphics are weak

- Twitter

o 475 followers

o Links to website

o Doesn’t update much – hasn’t been anything since April.

o No use of hashtags

o Connected to their Instagram – posts items they have

- Instagram

o 455 followers

o Photos of their products

o Posts about once per week

Competitors

Charmed Boutique

- Incorporates promos

- Updates Twitter more often

- Less followers, but more photos

Most competitors are simply clothing boutiques

Other could use Pinterest, given its category.

O’Day Day Cache’s strengths stem from its uniqueness. There are no other stores in

the Fargo/Moorhead area that feature the same items. It is also one of the only stores that

incorporates an international appeal. The Facebook and Instagram presence is also active.

The response time is quick on both of the social media sites and both sites highlight


products that are unique to the store. There is much positive feedback on the Facebook

page, where people who have purchased items showcase their purchases with photos.

Information on the social media sites is also clear and directive, linking back to the website.

The website itself offers a selection of items that are featured in the shop.

However, O'Day Caché has a variety of weaknesses. It lacks a prominent social

media presence, which given its target audience, is a problem. While it has a Twitter,

Facebook, and Instagram, the Twitter hasn’t been updated since April, and the Facebook

and Instagram do not reach a huge audience, considering the size of the Fargo/Moorhead

area. Also, the store doesn’t incorporate hashtags into its posts, which could reach an even

wider audience.

The store runs very very very few promotions, and doesn’t do a good job of

advertising sales or other events. The holiday party was advertised two weeks prior, but

there was almost no mention of it in those two weeks leading up to it. There was one

mention on the day the ad was created and then one mention on the day of. One of the

competitors of O'Day Caché includes a lot more promotional information on their social

media sites. Although O’Day Caché does have a website, the website is lacking. There is very

little information on the website, and it is a simplistic but boring design. It isn’t very

engaging for the customers.

While O'Day Caché has social media accounts, it doesn’t include a Pinterest account.

Given the category, uniqueness, and target audience of the store, O'Day Caché would

benefit to create a Pinterest account. Pinterest attracts a large audience of young adult

females who are interested in crafting, unique items, travel, and being creative and original.


Another opportunity for O'Day Caché is to centralize and focus on it’s unique aspects as

well as its international vibes, because there is a very small (if any) industry in

Fargo/Moorhead. It would also do well to run promotions on the social media accounts

since it does have (albeit small) following. Fargo has an artistic scene that is steadily

growing as well, with art galleries, film festivals, music performances, etc. Given the

placement of O'Day Caché, in the middle of downtown Fargo which is a hopping art scene,

O’Day Caché could take advantage of the unique appeal it has by reaching into the artistic

industry in Fargo. Also, because of Fargo’s location (in the middle of a lot of farmland and

open plains), O’Day could focus on the international aspect, accenting the idea of bringing

the world to Fargo and exploring the idea of “traveling” without leaving home.

Some threats to O’Day include the countless of other boutiques around the

Fargo-Moorhead area. Also, O’Day shares a sign with Fargoan and can often be overlooked

because of it seems to be almost hidden. The location is overshadowed by many of the

other businesses on Broadway.


Strengths - Active on Facebook and Instagram - Uniqueness - No other boutiques in area with

same items - Showcase photos of products

Weaknesses - Not active on Twitter: hasn’t been

updated since April. - No incorporation of hashtags - Limited reach of Fargo/Moorhead

area. - Doesn’t run many promotions or

engage audiences.

Opportunities - Use of Pinterest because of

uniqueness - Location: in the middle of an eclectic

and artistic scene - Location given its category: Fargo is

in the middle of nowhere and isn’t considered a tourist hotspot by many. Could use “international” appeal to advantage.

Threats - Sign can be overlooked because is

shared with Fargoan - Location: busy downtown, more

competition in area

---------- 5) Research Plan -----------

Research Objectives

The objectives of our primary research were to learn about the history of the

boutique and where their products came from. We also wanted to learn how the boutique

obtained their products and what fueled the idea behind the business. To find these

answers we went to their website and read up on them, then we went to the boutique to

discover for ourselves.

We interviewed an employee that has been working there for four years and has a

strong connection with the owner. We discovered that everything in the store was for sale,

even the furniture used to display other items. Cindy O’Day, who owns the boutique, travels


to India, Thailand, Turkey and many other countries to find the perfect things for the store.

The boutique has a warehouse full of items from different countries ready to restock the

store when anything sells.

Primary Research

Our primary research gave us a background about the store and an overall feeling of

how they operated. We decided that for our secondary research we wanted to learn about

the boutiques customers so we could target our advertising. So after collecting our

secondary research we were able to put more thought into how we advertised. The

secondary research gave us a better understanding of what kind of people shop at the store

or are willing to shop there.

Secondary Research

Demographics:

Our primary audience are females ranging from 18 to 30 years that are living in or

interested in shopping in the Fargo-Moorhead area. The income level for this audience is

middle to upper class. The secondary audience for this campaign are women older than 30

years old who are searching for larger collector pieces to put in their homes, like the

furniture sold in the store.

Social Media Info:

O'Day Caché has their feet dipped into the social media pool. The boutique’s

Facebook page is updated regularly, interacts with the people commenting on their page,

and has 2,884 “likes.” The account is also linked to their Instagram account. Their

Instagram account shows pictures of items new to the store or popular for whatever


season it is. The page is updated weekly, receiving an average of 10 “likes” per photo. The

business’s page has 441 followers on Instagram. Although the boutique has a Twitter

account, it is not updated often. The last tweet the store shared was in April of 2015. Even

with their lack of tweets, the account has more followers than their Instagram account with

473 followers.

Social Media Recommendations:

To help O'Day Caché’s social media campaign, we would try to engage more with the

customers or future customers on the three of their social media profiles. The biggest thing

that we would revamp for the business is their Twitter account. The account should be

updated weekly or daily like their Facebook and Instagram accounts. Even if the tweets are

links to their other social media profiles, it could still make people aware of new products if

they do not follow their other accounts. Another thing that we could do to promote their

social media is to add links to their pages that brings the user to their other accounts.

Key Insights from Secondary Research:

The survey that we did to conduct our secondary research gave us a great insight

into the demographics of O'Day Caché’s customers. Our results showed that 43% of our

surveyors are interested in the merchandise at O'Day Caché. Nearly all of the men that took

the survey said that they are not interested in the store. But there were some men that said

they were interested, so we would want to do more things that draw them into the store

and hopefully attract more male customers. Unfortunately, only 10% of our surveyors said

that they have heard of the boutique before. Spreading awareness about the business is one

of this campaign’s highest priorities.


Methodology/ Instruments:

To gather our secondary research we used an online survey as our methodology.

SurveyMonkey.com was the instrument used to build the survey. The tools required to

complete the survey were having access to the Internet and the link to the survey. We

choose to conduct an online survey because it was the easiest, fastest, and most efficient

way to reach people. The survey served its purpose by providing us with all of the

information that we asked for in a way that was easy for us to read and easy for us to use

the results in our campaign.

The survey also provided us with the option to get the questions to different

demographics quickly and receive timely results. We developed the plan for our survey by

utilizing the information that we received from our primary research. We also thought of

questions that would give us specifics into who is taking our survey so that we can target

demographics with our advertisements. Some of the key questions we included were: What

is your age? and The boutique sells unique jewelry, accessories, and furniture from countries

like Thailand, Turkey, India, and China. Would you be interested in their unique merchandise?

We wanted to include a bit of information about what the boutique sold so the surveyors

who had not heard of the store before were not completely in the dark. One goal of the

questions was to make people interested in the boutique and give them the urge to look

them up or visit the store.

Our survey asked to know age and gender information so that we know which

audiences we should be targeting. Learning this information also let us know which

demographics are most interested in the boutique. We did not think that the income level


or level of education would be an important factor in our research. The products at the

boutique are for decoration and personal style. Prices range from a couple dollars to a few

hundred dollars so knowing our surveyors income level was not found to be relevant. The

education level also was not important because the products do not need any background

knowledge to be used.

We found that 62.5% of the people who took the survey were female and 37.5%

were male. 95% of our surveyors were in the age range from 19 to 25 and 5% were 26

years or older. When asking if they have heard of the boutique before, we received 90%

response saying that they have not heard of O'Day Caché and 10% saying that they have.

Our final question told us that 42.5% of our surveyors would be interested in the store and

the other 57.5% were not. These results let us know that we have to work on making the

store more appealing overall to both men and women. The boutique is not focused towards

one gender more than the other but because it is a boutique, it appeals to more females

than men. It is a good place for men to find gifts for any female friends and children. Men

can also find novelty items that could be used to decorate or give to their other male

friends.


---------- 6) Research Findings -----------

After we conducted our primary and secondary research we evaluated the results as

a whole. We found that there was a larger amount of people who did not know about the

boutique rather than the small 10% that did know about us. Although 90% of our

surveyors have not heard of our boutique, 42.5% of them said that they would be

interested in products from the store. Unfortunately the answer that said they are not

interested in the boutique was larger than half, at 57.5%. When looking at our primary and

secondary research together, women were more likely to be interested in the store than

men.

Our findings led us to think of creative ways to market to the audiences yielding the

highest percentages from our research. Since most of the women that responded to our

survey were between the ages of 19 and 25, we assume that they are in college or recently

graduated, so they might not have an excess amount of money to spend, as anything they

currently has goes towards rent and other bills. Our smaller products do not cost a lot of

money so they would be something that women of this age range and income level could

purchase.

We did get a response from older women but they are more focused on items that

are bigger and grab attention. Along with our items that are more fitting for a younger

crowd, we do have items that appeal to women over the age of 26 looking for unique items

used for decoration. Some of these items might also appeal to older men looking for

furnishings who have a unique style.


Most of our merchandise is more fitting for women which makes us a good boutique

that men can use to shop for gifts for their mothers, significant others, friends, and

daughters. There are even some items that men might find useful for themselves.

---------- 7) TARGET AUDIENCE -----------

Primary Audience – Demographics

This campaign will focus on a primary audience, targeting their specific

characteristics, goals, and preferences in order to create the most effective campaign. The

primary audience focus will be females between the ages of 18 and 30 living in the

Fargo-Moorhead Area. This age group is the most likely segment to be interested in the

products offered at O'Day Caché, including the jewelry, decorative furniture, and unique

ornaments.

The income level of the primary audience included consumers in the middle and

upper classes. Much of O'Day Caché’s products are enjoyable and useful, but not necessary

for daily life, so would not appeal to the lower class. All ethnicities and cultural

backgrounds will be targeted, as the boutique includes items from all across the globe.

Primary Audience – Psychographics

The primary audience will include individuals who are seeking to be different from

mainstream society in style, taste, appearance, and preferences. The idea of “unique

treasures” will spark this audience’s imagination and desire to embrace new, exciting ideas.

This segment could be labeled “hipster,” or at least “non-mainstream” by today’s society.

They strive to separate themselves from what is considered normal, or generally accepted.


O'Day Caché’s large collection on unique, international products will appeal to this

desire for uniqueness. The primary audience will also be travelers. They appreciate and

admire things from other cultures. Experiencing a different culture is not intimidating, but

refreshing and exciting.

Secondary Audience – Demographics

This campaign will also target a secondary audience, which is slightly differentiated

from the primary audience, but will broaden the scope and impact of the campaign. The

secondary audience will also be females, above the age of 30. This audience segment will

also be interested in O'Day Caché’s products, and may be more likely to purchase some of

the larger, more expensive pieces compared to the younger primary demographic. The

income level of this audience is the middle and upper classes. All ethnicities and cultural

backgrounds of these women will be targeted.

Secondary Audience – Psychographics

The women in this secondary audience are collectors. They are looking for more

items to decorate their living spaces with. The variety at O'Day Caché will appeal to this

audience through their wide variety of decorative products. This audience will decorate

their houses in a way to separate themselves from general society. They want their space to

be meticulously decorated to be warm and inviting to anyone who may enter the space.

The boutique-style products will appeal to this desire, as their home will be noticeably

more unique.

---------- 8) CAMPAIGN GOALS ----------


Positioning Statement

In this campaign, O'Day Caché will be positioned as being the place in

Fargo-Moorhead to discover international treasures perfect for every unique personality.

This positioning statement will appeal to travelers, as well as collectors of interesting

items. Using our slogan, “Internationally Unique,” we would like to emphasize both aspects

of O'Day Caché, it’s international treasures from around the world, and the uniqueness of

each item sold at the boutique.

First, we want to emphasize “International” in our campaign. O’Day Caché is unique

in this because usually, to find unique treasures, one would have to travel far away, or to a

different country. With O’Day Caché, the international treasures are so much closer to

home, and so much more convenient to find, right in downtown Fargo. Items are available

from many Asian cultures and countries, including China, India, Thailand, and Turkey. We

achieve this emphasis on international by establishing a secondary brand slogan of “Travel

the World, Right here in Fargo.” One can see this emphasized in one print ad, one billboard

ad, and in one radio commercial.

Second, we want to emphasize “Unique” in our campaign. Stepping into O’Day

Caché, there are so many different and interesting items, and there are usually only one or

two of each item. Buyers can be sure that what they own is truly a unique treasure, not

something you’ll find in every American’s living room. This will appeal to young people at

this time, as young people are looking to be different and “hipster.” Shopping at O’Day


Caché is definitely not mainstream or common. One can see this uniqueness emphasized in

one print ad, one billboard ad, and in one radio commercial.

Advertising/Marketing Goals

There is one main marketing goal and two secondary marketing goals for this

campaign. Our main goal of this campaign is to spread awareness that O’Day Caché exists,

and is close to home in Fargo. According to our survey, only 10% of survey respondents

had heard of O’Day Caché before. However, 42.5% of respondents indicated interest in

international products. O’Day Caché needs to build their awareness in the community to

access this larger base of potential customers.

Our first secondary marketing goal is to increase customers, which will result in a

higher profit. This will only happen if the main goal is accomplished, and more residents of

Fargo/Moorhead are aware of this boutique. As a result of a higher profit, the owners of

O’Day Caché will be able to afford more international trips, allowing an even wider variety

of unique international treasures to be available at O’Day Caché.

Our second secondary marketing goal is to differentiate O’Day Caché from other

boutiques in the Fargo/Moorhead area. The majority of boutiques in Fargo/Moorhead are

clothing and home decoration boutiques, with a very American style. This campaign,

emphasizing the international treasures at O’Day Caché, will differentiate this boutique

from its competitors.

---------- 9) CREATIVE ----------


Slogan: Internationally Unique

Logo: Appendix A

Print Advertisements: International Emphasis (Appendix B.1)

Unique Emphasis (Appendix B.2)

Billboard Advertisements: International Emphasis (Appendix C.1)

Unique Emphasis (Appendix C.2)

Radio Advertisements: International Emphasis: https://youtu.be/qg0xNIZYefo

Unique Emphasis: https://youtu.be/O9eXgDj4p9I

---------- 10) Public Relations -----------

Goals: To make O'Day Caché a familiarized name throughout Fargo Moorhead.

This can be measured by resurveying at the end and discovering if more people are aware

of the store. It can also be measured by number of engagements on social media including

likes, comments, followers, etc.

Another goal is to make O'Day Caché the go-to boutique in downtown Fargo.

- To measure this one, there can be surveys conducted on the perception people have

of the company now and afterwards.

Strategies:

https://youtu.be/qg0xNIZYefo

https://youtu.be/O9eXgDj4p9I


1) Make the company present both in Fargo and online. Even within the Fargo/Moorhead

area, O'Day Caché is not a well-known space. As mentioned in our Research Findings, the

majority of the people we surveyed did not know about the store.

2) Establish the company as a unique aspect to Fargo focusing on the international appeal.

3) Present the company as being appealing to millennials.

4) Reach further audiences, by engaging them.

Tactics

1) Implement a social media campaign using hashtags to engage interactions with

social media users.

2) Actively present information on social media in order to reach further audiences by

posting across all platforms at least weekly (Ideally 3-4 times a week)

3) Run a promotion both on social media and off, that will provide incentive for people

to both look at the store beyond the name in passing, as well as create an ad that will

reach audiences with the message of having an exotic appeal.

4) Send Press Release to media in order to establish a presence in the community and

get name out.

---------- 11) Media/Media Mix -----------

A. Objective of Paid Media → to get media onto top radio stations in the area, top news

networks in the area, and top newspapers in the area. Also, get ads in campus


newspapers, stations, etc. Also, pay bloggers to discuss/feature the store. This will

help promote publicity.

B. Owned Media → social media strategy: (as mentioned above) engage audiences.

C. Earned Media → Create ads that will get people talking, also can offer promotional

incentives to come into the store, which will generate conversations.

D. Budget & Other things → $200 paid media $50 costs to produce advertisements

---------- 12) Campaign Timetable -----------


---------- 13) Campaign Evaluation Plan -----------

This campaign will be evaluated according to the campaign goals detailed above.

These goals include spreading awareness of O’Day Caché to residents of Fargo/Moorhead

and increasing visitors and customers to O’Day Caché.

We will evaluate the awareness of the boutique by conducting a second survey after

the completion of the campaign. This survey will contain the same questions as the first

survey we conducted prior to executing the campaign. We will survey a wide variety of

respondents, all from the Fargo/Moorhead area, focusing on women ages 18-30. We expect

that at least 85% of respondents within our target audience will be familiar with the

existence of O’Day Caché.

We will also analyze the awareness level of the boutique by measuring the increase

in followers on social networks. We will focus on growth on Facebook, Twitter, and

Instagram in particular. After the campaign, we expect at least a 45% increase in

likes/followers on each social media page.

Finally, we will evaluate the awareness level of the boutique by measuring social

media engagement. On Facebook, we would like to see at least 10 “likes” and 4-5 comments

on each social media post. On Twitter, we would like to see at least 5 “likes,” 2-3 “retweets,”

and 2-4 replies per tweet. On Instagram, we would like to see each of our posts reposted by

at least 4 followers.

The second goal of our campaign is to increase visitors to O’Day Caché. Throughout

the campaign, we would like to see visitors to O’Day Caché increase by 5% every month of


the campaign. Since the campaign lasts for 12 months, there should be a total visitor

increase of 60%.

If any of the goals are not met, we plan to analyze why that aspect of the campaign

was not effective, and make specific plans and goals to implement in the next campaign to

avoid these problems.

---------- 14) APPENDIX ----------

Appendix A: Logo

Appendix B: Print Advertisements


(1)International Emphasis


(2)Unique Emphasis

Appendix C: Billboard Advertisements

(1)International Emphasis


(2)Unique Emphasis

Appendix D: Survey Questions

1. What is your gender?

❏ Male

❏ Female


2. What is your age?

❏ 15-18

❏ 19-25

❏ 26+

3. Have you heard of the boutique O’Day Caché?

❏ Yes

❏ No

4. The boutique sells unique jewelry, accessories, and furniture from countries like

Thailand, Turkey, India, and China. Would you be interested in their unique merchandise?

❏ Yes

❏ No

Appendix E: Flyers

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