The branding we have created for Dorm Dazzlers will focus on:

1.  uniqueness:

• providing alternatives to overused polka dots and stripes in big-name stores

2.  tailored/specialized service to individual personalities

• custom initialing, color selection, accessories
• high quality materials and construction  

3.  convenience/time saving

• online store and delivery
• store near campus with everything ready to go; all accessories in one location
• color coordinated combinations already prepared for those who prefer not to have to make those sorts of decisions

4.  reduce stress for incoming students (and parents)

• no need to worry until they arrive on campus, then it's all very easy
• option of personalized help via store, online, phone, etc. 

5.  providing a "home away from home" environment

• everything nicely decorated, provides everything necessary
  

6.  providing an exciting, personal space for students

• full of favorite colors, belongings, unique
  

To market our products, one of the most important tools will be word of mouth.  We are considering a plan where if a customer brings someone new in, both the old and new customer will receive 10% off their next purchase.  We would like to talk to Purdue to have them allow us to decorate rooms that will be placed on the Purdue Housing website, with credit to Dorm Dazzlers.  We are also hoping to be included in the packet of information that Purdue gives to students at Day on Campus, and possibly as a link on some of Purdue's informational webpages.  Another potential advertising source for us would be to have a booth or information area at housing fairs that take place on campus. 

We also plan to have a store on or near campus to increase our visability and add to the convenience of our products.  This store will have everything that a student might need for their dorm room, providing easy and quick decorating solutions.  We may also stock smaller items that students will not realize they need until they arrive at the dorms, so that we can be the convenient location for the student to purchase these items. 

We think it is important to drive traffic to our website, so we will include some features that may be helpful to students even if they are not originally interested in purchasing our products.  These may be things such as blueprints of the rooms, accurate down to the specific room and hall that the student will be in.  We may also give students the option of adding scale models of furniture and our products in the room so that they will be able to find an arrangement that they like.