Conn's Retail Print Strategy

I managed the end-to-end production of Conn's weekly circulars, distributing millions of copies to support 200+ stores across 15 states. In 2024, I led the strategic shift to a dynamic digital platform, saving the company $416k annually in distribution costs, ensuring 100% pricing compliance, and unlocking new engagement tracking capabilities.

HERO IMAGE HERE
[Staged "Physical Stack" photo showing the tactile volume of the circulars]

Operational Scale: 200+ Locations, 8-Week Production Lifecycle

For over a decade, I managed the end-to-end production of Conn's weekly 12 to 16-page circulars, supporting a massive 15-state footprint.

Managing this volume required more than just design; it required a rigid and highly efficient production system. I helped architect a workflow that began up to 8 weeks out from the live-in-market date. This structured lifecycle allowed us to seamlessly handle complex versioning for unique markets and maintain absolute accuracy in pricing and legal compliance, while still retaining the agility to execute rapid, last-minute turnarounds when the business required it.

Black Friday Campaign: High-Density Merchandising & Peak Revenue

Balancing high-density product merchandising with clear visual hierarchy was critical for these multi-page flagship inserts. This layout demonstrates how I managed hundreds of SKUs while ensuring doorbuster offers stood out immediately to drive urgency during the company's highest revenue period.

The Big Game: Trademark Compliance & Thematic Workarounds

Designed for the major retail sales period surrounding the Super Bowl, this newspaper insert required a creative workaround to circumvent the use of protected terms. I improvised a visual strategy that leaned heavily on football vernacular and bold, stadium-style aesthetics to clearly communicate the event to consumers. The result was a fully compliant campaign that successfully drove high-volume sales for the home theater and furniture categories.

San Marcos Grand Opening: Localized Market Penetration

This project supported the strategic market entry for a new location in San Marcos, Texas. To ensure a high-impact debut, I designed a premium double-gatefold newspaper insert that served as the centerpiece of the campaign. Utilizing the expansive four-page spread, I created a layout that maximized visual real estate to showcase doorbuster deals. This large-format print piece played a critical role in generating local buzz, driving immediate foot traffic, and securing a successful opening weekend.

128th Anniversary Sale: Corporate Heritage & Brand Equity

Executed to celebrate the company's 128-year legacy, this collection of inserts balanced promotional pricing with brand heritage. The strategic goal was to leverage the company's long-standing reputation to build consumer trust and drive conversions on high-ticket furniture and appliance packages.

Direct-to-Store: Seasonal Conversion Flyers

These tactical flyers bridged the gap between mass-media awareness and the physical store. Acting as strategic handouts at the entrance, they aligned the customer journey with aggressive seasonal offers to drive immediate floor conversion.

Labor Day Sale