Jo-Ann Stores, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Hudson, OH, Jo-Ann Stores, Inc. is a specialty fabric retail chain founded in 1943. Originally called Cleveland Fabric Shop, Jo-Ann Stores market and sell fabrics, craft supplies, decorating and floral items as well as seasonal goods.
|Main Telephone||(330) 656-2600|
|Main Fax||(330) 463-6675|
Jo-Ann Stores, Inc. ContactsContacts (5/9)
|Jill S.||Chief Executive Officer||OH|
Sample of Associated Brands
|Sharyn H.||Executive Vice President, Chief Merchandising Officer||OH|
|Chris D.||Senior Vice President, Marketing & Omni-Channel||OH|
|Richard V.||Vice President, Brand Creative||OH|
|Steve M.||Director, Loyalty & CRM||OH|
|Jo-Ann Stores, Inc.||*******|
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Score 72: Review Imminent - Jo-Ann Fabrics loses CMO, adds creative services VP, loyalty director
Subject: traditional, print, TV, digital, e-Commerce, social media
Company:Winmo), headquartered in Hudson, Ohio, is a specialty fabric retail chain that markets and sells fabrics, craft supplies, decorating and floral items.
Opportunity: In the last month, Jo-Ann Fabrics has added two new members to its team: Richard Vollmer was named VP of creative services and Steve Miller joined the craft supplier as director of loyalty and CRM. The hires come just after the departure of CMO Amy Parker, who was on the job less than a year (more
Vollmer will lead the strategic creative component of the company’s retail strategy and, according to DiTullio, his experience across all forms of media – including print, digital, broadcast and loyalty – will be “invaluable” to positioning the company for future growth. Miller will oversee CRM and loyalty programs and DiTullio said he will assist the company in turning “business insights into actionable strategies…to increase omni-channel presence and drive engagement.”
The rising popularity of DIY and craft sites such as Pinterest means that crafting is experiencing a renaissance of sorts. The craft retailer has traditionally spent a large portion of its measured media on newspaper and radio, but the tide seems to be turning slightly as it began running national TV ads in 2015 (likely to reach a wider audience than print affords, especially with millennial consumers) and has also increased display presence.
Female-focused sellers, specifically to teachers, mothers of young children and millennials, should reach out now for revenue. Q4 is traditionally Jo-Ann’s largest spend period, so be sure to get ahead of your competitors and secure these dollars as soon as possible.
Jo-Ann’s scored a 72 when Parker became CMO last June and, due to WinmoEdge’s self-imposed time constraints, was scheduled to come off the Vulnerable Account Index next month. However, Parker’s departure, coupled with two new hires, puts them on the list for a little longer (the score will go back up when a permanent replacement for Parker is named).
Publicis's Spark SMG handles media buying and planning (and has since 2014), according to The List.
Experience: Vollmer most recently served as VP of brand experience for Kohl’s. He has also served as creative director for The Sports Authority and senior brand director for American Eagle.
Media Spend: According to Kantar Media, Jo-Ann spent $11.5 million on measured media through Q3 2015 – more than the $9.3 million spent for FY 2014.
Most of this – $7.7 million – was allocated to print ads (mostly newspapers), while most of the remainder went to spot TV and cable TV (up from $0 in 2014).
National TV Spend: Last year, Jo-Ann ran its first national TV ads. Only $722,550 was spent to air three spots – all between April and June. See iSpot‘s charts for channel/show targeting. No money has been spent on national TV ads so far in 2016.
Digital Breakdown: Moat reports that the craft retailer ran 113 display ads and 1,783 publishers (7% mobile). Top ad destinations included education.com, rdio.com, typepad.com, craftsylish.com and newsnet5.com (17% placed site direct versus programmatic).
Jo-Ann also ran seven high impact ads and one video ad last year. For 2014, 88 display and 29 high impact ads were run on 454 publishers (37% mobile; 99% site direct).
5555 Darrow Rd.
Hudson, OH 44236
Interim Chief Marketing Officer & Vice President, e-Commerce & Omnichannel
Vice President, Creative Services
Director, Loyalty & CRM