Party City Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Rockaway, NJ, Party City Corporation is a premiere supplier of quality party favors. Stores can be found across the United States as well as in Puerto Rico. Most Party City locations are company-owned, however, some franchises can be found.
|Main Telephone||(973) 453-8600|
|Main Fax||(973) 983-1313|
Party City Corporation ContactsContacts (5/12)
|Ryan V.||Executive Vice President & President - Retail||NJ|
Sample of Associated Brands
|James H.||Chief Executive Officer||NJ|
|Michael C.||Chief Accounting Officer||NJ|
|William Z.||Chief Merchandising Officer||NJ|
|Party City Corporation||********|
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Score 66 – On the Brink: Party City promotes CMO post-IPO
Subject: digital, e-commerce, social media, TV, sponsorship
Company: Party City Corporation, the party supply store headquartered in Rockaway, NJ.
Update (7/20): PartyCity has promoted VP of Business Development Jim Folger, who joined the retailer in October, to CMO. In this role, Folger will oversee marketing, branding and strategic communications for the party supply retailer, as well as lead TV, PR, radio, digital, social media and POP advertising. PartyCity recently filed an IPO (more below) and will be increasing digital and social media initiatives over the next year. See more about PC’s 2014/2015 spend below.
Below originally published 5/5
Opportunity: Following its IPO, Party City's immediate growth strategy is focused on increasing e-commerce sales, which includes the retail and wholesale business. Party City's website will be one of its key marketing vehicles in 2015, specifically as it relates to social media initiatives. Therefore, look to secure digital ad spend around Halloween and other major holidays. Note that Party City hasn't spent much on digital in the past, but that's changing. However, TV should continue to make up the bulk of budget.
Media Breakdown: According to iSpot, Party City spent $50.3 million on national TV ads last year (“Nobody Has More Party for Less”). $13.3 million of this was deployed around Halloween, Party City's biggest season, but the company advertises heavily around most major holidays (Easter, Memorial Day, July 4th, Christmas and New Years Eve). In 2014, the most money was spent to advertise on ABC, USA, NBC, ABC Family and Hallmark Movie during shows such as “Good Morning America,” “Today,” “Modern Family,” “Criminal Minds” and “Dr. Phil.” Keep in mind, as well, that 20% of Party City's sales come from non-seasonal occasion inventory (i.e. birthdays), so spend tends to stay pretty even though the year, with spikes leading up to holidays.
Starting in 2009, Party City began weaning itself from a dependence on newspaper inserts and, as a result, the use of newspaper inserts has decreased from 60% of gross domestic advertising spend in 2009 to 11% in 2014, while the use of broadcasts has increased to 60% of gross domestic advertising spend in 2014.
Moat reports that Party City ran 49 standard display ads on 12 publishers in 2014. 100% of these ads were purchased directly from the publisher and top ad destinations included wwe.com, wdsu.com, nola.com and mysanantonio.com. Much like TV ads, these ads spiked around Halloween and Easter on sports, media and local paper sites.
Chief Digital Officer: Party City hired Mike Dupuis as chief digital officer in summer 2013 to focus on expanding mobile, e-commerce and tablet capabilities. He had been VP of e-commerce at The Children's Place since Dec. 2010.
Expansions: Party City currently operates 860 stores (including 210 franchised stores). The company believes there is an opportunity to open more than 350 additional locations in North America. For 2015, Party City anticipates the opening of 30 stores in the US and Canada.
Competitors: Party City currently enjoys a very large market share, given its niche segment of the retail industry. Sure, it competes against Amazon. Walmart and Target, but what differentiates it is that it sells a broad assortment of products in “collections.” So where Walmart may have “Little Mermaid” cups, Party City will have cups, plates, napkins, balloons, table cloths and party favors for the theme. Note that Party City is one of the few vertically integrated suppliers of party goods, which gives the company an advantage.
Agency Relationships: According to The List, Zimmerman Advertising handles creative and media for Party City.
Party City Corporation
25 Green Ponds Rd.
Rockaway, NJ 07866
Chief Marketing Officer
Chief Digital Officer
Vice President, Marketing
(973) 453-8600 ext. 8854
**Email follows company format, but has not been verified at the time of publication