The Red Star Shines Bright in its Communities

Probably one of the best ways for a company to enhance its name and improve image is through service to the community. A companies commitment to the public can do nothing but enhance the view of a corporation. State Farm Insurance seems to have gotten the right idea, creating a slogan that instills trust in its prospects instantly. "Like a good neighbor State Farm is there," Community relations is just this, it is the idea of being a good neighbor and lending a helping hand to the ones in need.

The key to a great community relations program is targeting the best group or demographic. One that applies to your market and incorporates the issues surrounding your companies, figuratively and literally. Where does Macy's stand in this corporate world, is the company simply cutting a check, or are they making their mark something more than just a checkbook?

While many companies have a single focus on one issue or foundation, Macy's has taken a different approach. There are five different areas Macy's/Bloomingdales bases its community campaigns off of. These areas include the arts and culture, HIV/AIDS, education, woman's issues, and environment. This approach by Macy's is true genius, by having so many different demographic targets in their community giving, the company covers all of its consumer grounds, most notably their two main markets woman and children. Macy's contributes to these demographics but giving to charities that cover these topics, such as "Go Red for Women", and "Back to the books".

As we all know there is a clear difference between cutting a check and getting out into the community and doing work. Both areas of giving have its effect, but for a corporate company like Macy's sometimes the only way to ensure a companies good intentions is to get out in the community and gain face time. This has been mastered through the Partners in time Volunteers. Through this program, Macy's employees are given time off from their work to go out and give back to the community, while keeping within the companies five main focuses.  According to the Macy's Inc. website in 2009 Macy's celebrated 20 years of the Partners in Time program, having given 1.8million hours of community service in total with two decade time frame. That year Macy's gave around 100,000 hours to the community in various different areas of the community.

From a Public Relations perspective Macy's has all parts of community relations covered. They give back to multiple demographics, which practically covers their entire consumer base. It is also a company which takes the time to give a face to the company, encouraging all of its employees to go out and take the time to give back through hands on work and service. Macy's truly does root itself into the communities around its stores, and this technique has been accomplished through Macy's veteran status in our country and many years of gaining public relations experience.

Hey Macy's HR Department! Wheres the Magic?

New Jobs are always a great thing to be excited about, whether seasonal or full time. They mean jobs for the unemployed which means a better economy, happy families, and of course more customers to take part in the unique Macy's experience.  The only problem is when people are not aware of these new job opportunities, how are they supposed to go about getting them?


In a press release sent out by the company on Thursday, September, 23rd 2010 Macy's announced the hiring of 65,000 seasonal employee's for the holiday season. With Holiday's approaching fast the need for extra help is out there, in a quote from the release the chairman and president Terry J. Lundgren states, "It is vitally important that our customers are well-served during the busiest shopping time of the year. So we ramp up our workforce starting now and running through December." In order for Macy's/Bloomingdales customers to have that unique experience it is especially important to have the best staff on the team as possible. Yet the company does not seem to be promoting these positions efficiently. Macy's could have taken these yearly hiring opportunities and spun it into a campaign to help the ever growing unemployment rate and add to the "magic" of the giving season. This would have been a great Public Relations campaign to build Brand loyalty and give consumers the idea that Macy's is always looking out for them, not just in they're clothing and great deals, but in employment as well. 


Even without spinning these Jobs into a campaign it still seems that Macy's has not made any effort in promoting. While looking on Facebook and Twitter, there has been zero posts or tweets on the new open positions. It is especially disappointing when looking at the companies Linked In account to see zero job opening posts on these new seasonal positions. It is known that social networking is the most up and coming PR tool and if every option is not used properly it can make it harder for a company to succeed properly. 


The companies lack in job promotion is not by all means going break this fortune 500 company. Macy's will most likely be successful in filling these positions indefinitely. Although  for next year, with a little bit more creative thinking on the part of their PR practitioners, they could have a great campaign on their hands.

Tweeting, Posting, Blogging: Social Media the Macy's way

 Since it is 2010 companies everywhere seem to have hopped on the social networking bandwagon, and bonus points to them for doing so. By now it has been proven that the use of social and new media (If used correctly) can do nothing but improve a companies image and brand awareness. So in this growing age of technology it seems that Buzz words and a clever magazine adds do not seem to cut it anymore.

So where does Macy's fall in this category? As I look into what is really keeping the magic dust going in this successful company I wonder. Is there magic behind Macy's social media? Is the consumer active in the life of the company, up date on the stores latest deals, campaigns, and styles in fun and exciting ways, or does the magic stop where the internet begins?

Since facebook.com is the first site that comes to everybody's mind when thinking of social media, I'll start there. Like all companies, when logging on the Macy's fan page the viewer is greeted by the classic Macy's red star followed by the "Info" tab with a detailed description of what the company represents. This seems to be standard on any companies page. So wheres the spice and more importantly, where the PR? When looking on the pages "wall", Macy's posts a "daily fashion challenge". Setting up a scenario for consumers, encouraging them to scroll through their website site and find the best outfit to match the given situation. Here is an example from Wednesday, September 22: "Today's Daily Fashion Challenge: you landed a walk-on role for a music video! Pick a look that’ll turn heads." These challenges are not only fun for the viewer but beneficial. Not only are participants  able to stay updated on the latests styles and trends, but  Macy's also adds in the ability to submit the created outfits with chance to win a $100 dollar gift card for the person able to put together the best outfit for that day. Other tabs on the macy's page include  a "magic" section giving to viewers the opportunity to "find their magic" by seeing daily deals, taking fashion challenges, view exciting in store events and more. The page also has areas for product reviews , upcoming events, and a special area for brides to be, which includes a bridal list matching game. It seems that Macy's fan page on Facebook has it all covered. It has all the information a customer could want while engaging then in a fun magical setting. However at the end of the day does the Macy's fan page stand out further than any other fortune 100 company? Probably not.

When it comes to tweeting for Macy's, the company has two different accounts, Macys Inc. and Ask Macy's. "Macy's Inc" seems to follow the same time line as the facebook fan page except the only difference is every post is 160 characters, making all posts in true twitter style, short, sweet, and to the point. It is important for companies to stay cohesive within facebook and twitter, this way people with only facebook or only twitter accounts are not missing out on any important information, and Macy's seems to be successful in this. "Ask Macy's" is a bit different from the original Macy's page offering tweets on the products customers are raving about. 

One area where Macy's really seems to be taking charge is in the area mobile devices. In a news release sent out on Sept. 14, 2010 Macy's is looking to expand its market and improve in the area of mobile technology. Some areas include improving the ability for users of smart phones to visually see the Macy's website on their phones. Macy's is also testing out an new phone app called "Shopkick", a phone application which allows customers who walk in into stores to automatically gain "kickbucks" which can be redeemable for awards. In this day and age it seems as if many people are starting to look to their phones as their main access to the internet, with that, it seems Macy's has taken a step ahead of the game keeping the feeling of magic flowing through the company. 

The All American Department Store

Most all malls and shopping centers are filled with retail companies trying to put their best sale forward while fighting with the rest. Companies who try to catch the eyes of the customer by filling stores with what they think is the most cutting edge in fashion. Adding loud music, high prices, shirtless models, and unrealistic photo shopped pictures, passing off the idea of what a person who wears this companies product should look like. At times it can be rough for the consumer to find a store that fits their style and budget. Through all of this clutter there is always one place that seems to have overcome these superficial ideas of what retail should be and simply sell product. It is a place in malls and retails centers that people default to ether before or after their journeys through the smaller retail providers. A place that has a home in almost every mall and city in America. It can be identified by its big red star hanging high on all of it's buildings and a slogan known for creating the idea of a shopping fairy tale. Welcome to the Magic of Macy's 

People have relied on Macy's for over 150 years. It's a company which has paved the history in the retail world, and in marketing and Public Relations. Macy's introduced our country to the envious form of gorilla advertising we now call window shopping and was one of the first companies to bring the fantasy of Santa clause into real life form in its stores.  It has created an all American name for its self with the introduction of the Macy's Thanksgiving Day Parade a venue watched by millions of viewers the morning of thanksgiving  right before the series of football games start up for the day. 

The company not only keeps the magic flowing with its everyday sales and trust worthy name priding its self in its family brand clothing and cutting in vogue looks, but Macy's also focuses on giving back to it's communities and beyond. Just this week the company has announced two different Public Relations campaigns designed to address issues going on in our world. Macy's announced yesterday its  " Heart for Haiti" Initiative designed to bring trade and aid to Haiti and help its devastated economy and aid the countries rebuilding after the devastating earthquake in January 2010. Also just announced this week,   Macy's will partake in Breast cancer awareness month, in hopes to educate and raise money in hopes for a cure. During the month of October the franchise will be selling exclusive pink fashions and make up, with a percentage of sales going to the Breast Caner Relief Fund. 

Not Only does Macy's seem to fit the ideal of the All American Department store, but it seems to be a company that it based off of the American Dream. A company which has worked hard and honestly for its money, as well as given back to the community. A fairy tale that for now seems to be creating a very happy ending for itself.