2014 Public Relations and Blogger Relations December 30, 2014 SWEENEY

2 OVERVIEW Sweeney supported Jo-Ann on a variety of public relations and blogger relations projects in 2014, including: Grand opening publicity and media relations National Craft Month blogger campaign National editor meetings Holiday publicity outreach Media training Threads publicity and media relations Banner and car decal development Vendor summit brainstorming

3 GRAND OPENINGS: FEBRUARY – JUNE Sweeney conducted publicity and media relations before and after the grand opening of each retail store to ensure immediate awareness for its new locations. Efforts included: Publicity and media relations in 20 markets Developed and distributed news releases Developed and distributed media invites Conducted media follow-up Tifton, GATullahoma, TN South Bend, INRiverside, CA Monroe, NCHouston, TX Glasgow, KYClovis, CA Southington, CTMerrillville, IN El Centro, CAFairbault, MN Gainesville, FLVancouver, WA Toms River, NJVernal, UT New Braunsfels, TXElyria, OH Torrington, CTLos Angeles, CA

4 Achieved coverage in every market Successfully placed more than 45 stories Secured print, online and broadcast coverage GRAND OPENINGS: FEBRUARY – JUNE Total number of impressions: 5,400,000 As a result of publicity and media relations efforts, Sweeney:

5 NATIONAL CRAFT MONTH BLOGGER CAMPAIGN: FEBRUARY-MARCH Sweeney created and implemented a blogger relations campaign with the goal of increasing coupon exposure, sales and acquiring new customers. As part of the campaign, Sweeney: Identified top DIY and craft bloggers Worked with bloggers to promote National Craft Month and the Jo-Ann coupon Developed hashtag #craftmonthlove Developed website landing page Used blogger content to enhance Craft with Jo- Ann Pinterest board

6 Total Bloggers Participating98 Bloggers Total Blog Posts104 Posts Total Blog Post Comments399 Comments Total Blog Impressions1,165,982 Impressions Total Social Media Posts406 Posts Total Social Media Engagement*5,167 Interactions Total Social Media Impressions2,092,328 Impressions Total Landing Page Traffic1,852 Total Visits Total Items Purchased503 Items Total Coupon Sales$1,830 Total Campaign Impressions3,258,310 NATIONAL CRAFT MONTH BLOGGER CAMPAIGN: FEBRUARY-MARCH

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8 NATIONAL EDITOR MEETINGS: SEPTEMBER-OCTOBER Sweeney conducted a public relations campaign with the goal of establishing relationships with editors at top consumer women’s magazines. To date, we successfully scheduled meetings with the 8 of the 12 publications Jo-Ann identified: HGTV Real Simple Good Housekeeping Martha Stewart Living Parents Woman’s Day Country Living All You

9 NATIONAL EDITOR MEETINGS: SEPTEMBER-OCTOBER We introduced Jo-Ann to 12 contacts total, providing holiday content and DIY projects to editors. Each of the meetings was successful; contacts were receptive to Jo-Ann as a resource and several subsequently reached out to Jo-Ann for editorial needs.

10 NATIONAL EDITOR MEETINGS: SEPTEMBER-OCTOBER

11 HOLIDAY PUBLICITY OUTREACH: SEPTEMBER-NOVEMBER Total Reach471 Contacts/50 Pubs Total Pitches Created8 Pitches Total Coverage Secured10 Placements Total Media Impressions33,900,000 Impressions Total Online Impressions6,280,583 Impressions Total Campaign Impressions40,180,583 Sweeney conducted a publicity and media relations campaign in order to secure coverage in national, consumer magazines during the holidays. We created décor and holiday gift guides to provide to the media.

12 HOLIDAY PUBLICITY OUTREACH: SEPTEMBER-NOVEMBER

13 MEDIA TRAINING: AUGUST Held two sessions Trained seven participants Provided video clips of on-camera interviews Provided feedback to participants Developed tips sheet Developed and distributed handout materials Sweeney conducted an interactive media training workshop to educate executives on the fundamentals of communicating with the media. To accomplish this, Sweeney:

14 SPECIAL PROJECTS - THREADS PUBLICITY: OCTOBER Sweeney conducted a publicity and media relations campaign in order to secure coverage regarding Project Runway: Threads. We created three pitches and conducted extensive follow-up with all contacts. Total Reach254 Contacts Total Pitches Created3 Pitches Total Number of Publications36 Publications

15 SPECIAL PROJECTS - BANNER AND CAR DECAL DEVELOPMENT: FEBRUARY

16 SPECIAL PROJECTS - VENDOR SUMMIT BRAINSTORMING: NOVEMBER Cover Page Reveal would reflect the new and trendy look of Jo-Ann, emphasizing the trends making front page news. The media are coming to Jo-Ann for the latest in edgy home decor! Runway Show would present the new “season” of Jo-Ann, breaking out inspirational projects and products. This theme would feature the new look for the store with high-end models showing off the trends. Crafts & Fabric Con aims to create a live atmosphere and interactive environment, featuring booths and activities promoting the most popular crafts and fabrics. Play House is a model home with each room showcasing the trends and décor you can find at Jo-Ann. Each room would have a theme that applies DIY projects from Jo-Ann.