School Of Pharmacy Online Store
CHALLENGE
After multiple requests from alumni and friends of the School of Pharmacy over the years, the Dean of the Duquesne University School of Pharmacy and the Director of the Pharmacy Alumni Association wanted to make School of Pharmacy branded apparel available for purchase for the holiday season. Additionally, the Director of the Pharmacy Alumni Association asked for logo options in place of the School of Pharmacy shield. I identified a local embroidery company to partner with, build the online store, and fulfill the orders. I worked to promote the store on through a multichannel marketing and communications campaign.
STRATEGY
Not wanting to hold any inventory or worry about coordinating pickup or shipping, I found a Pittsburgh-based embroidery company, EmbroideryPGH, to partner with and developed a popup online store with multiple items. I created two logos–a crest style logo (A) and a simple text logo (B) to offer some variety to buyers and determined the products and styles to be offered.
EmbroideryPGH handled production, fulfillment, and shipping, and I advertised the store through sharing information on the School of Pharmacy social media channels, sending out email blasts to various audiences and creating some printed collateral to display around School of Pharmacy buildings and at events on and off campus.
RESULTS
Ultimately, the store sold 483 items in 183 orders–resulting in $13,207 in sales and $2,325 in profit from the markups added to the base price. The money went toward offsetting costs for the upcoming Alumni Celebration. Digging deeper into the numbers allowed for optimization of future sales.
| Item | Base Price | Markup | Total Price | Items Sold | Sales ($) | Profit |
|---|---|---|---|---|---|---|
| Crewneck Sweatshirt | $18 | $4 | $33 | 128 | $2,816 | $512 |
| T-Shirt | $12 | $3 | $15 | 98 | $1,470 | $295 |
| Long Sleeve T-Shirt | $14 | $3 | $17 | 77 | $1,309 | $231 |
| Striated Fleece Jacket | $54 | $11 | $65 | 53 | $3,380 | $572 |
| Quarter-Zip | $30 | $6 | $36 | 47 | $1,692 | $282 |
| Knit Cap | $10 | $2 | $12 | 33 | $396 | $66 |
| Sweatpants | $24 | $5 | $29 | 24 | $696 | $120 |
| DigiStripe Fleece Jacket | $58 | $12 | $70 | 16 | $1,120 | $192 |
| Blanket | $34 | $7 | $41 | 8 | $328 | $56 |
Jacob Betzner 