The National Retail Federation is preparing an ambitious campaign to tout careers in retail and the sector's positive effect on communities and innovation in a bid to widen perceptions of retail beyond storefronts, cashiers and stock rooms.
The push, "This is Retail: Careers, Community, Innovation," includes the thisisretail.org website set to fully launch in June as well as PR, advertising and digital efforts like a road show, original research, grassroots and crowd-sourcing endeavors. The NRF is targeting the public and lawmakers.
NRF senior director of media relations Stephen Schatz called the campaign an "all hands on deck" push, focusing every effort and activity to its success.
"All of our vendors from government relations to marketing will be making This is Retail their top priority," he said, adding that New York-based RAIN is handling website design and social media strategy. He said as the campaign unfolds, NRF utilizing more vendors (advertising, pollsters, etc.) to supplement internal activities and resources.
NRF president and CEO Matthew Shay announced the campaign April 11 at the Global Retailing conference. Shay said "widely held misperceptions" of retail lead people to "fail to recognize the opportunities for life-long careers that retail provides, how retailers strengthen communities at home and abroad, and the critical role that retail plays in driving innovation." He added: "'This is Retail' is about telling that story."
Bill Thorne, who joined the NRF last year after handling community affairs for retail giant Wal-Mart, heads communications and PA for the NRF.
The group notes retailers run 3.6M U.S. businesses representing one in four U.S. jobs.
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