Available for the past 15 years at Canada’s iconic Hudson’s Bay department store, GlucksteinHome is a mature brand with a loyal following in the gen X and boomer demographics. Millennials are a driving force in Canadian retail and we recognize this demographic has distinct attitudes and values towards shopping, brands, home ownership, and home design. While we want to continue to resonate with our current customer base, we also want to connect with this new important demographic of millennial consumers.

Through this project, you will analyze our current communications approach, recommend changes relevant to the millennial audience, and discover new opportunities for us to engage with the millennial consumer.

1. Analyze our current marketing and communications approach (our brand managed communications include: website, social media, public relations, product packaging, in-store merchandising and collateral; take into consideration the use of Brian Gluckstein as design expert and face of the brand)
2. Gain insight into the best way to engage and resonate with the millennial consumer around home design and home decor product purchases
3. Provide recommendations surrounding:

• How can we best engage the millennial consumer?
• How can we improve our current marketing and communications to better connect with millennials? (consider visual creative, photography, written communication, social media, PR)
• Which Canadian media outlets (traditional and new PR) should we focus on and target to reach millennials?
• How can we leverage Canadian influencers in the home space? Which influencers are a good fit for our brand?
• How can we better leverage Brian Gluckstein as a personality and design expert within the millennial market?
• What can we learn from our competitors in this area?

Final deliverables include:

A written report (approximately five pages or 15 slides) on your research findings and recommendations. Recommendations should be creative, specific, measurable and actionable.