IVY CHIOU, AMITA MALANI, KELLY MASON, & CHRISTIAN TACHIERA
TABLE OF CONTENTS
INTRODUCTION CLIENT FACT SHEET 3 EXECUTIVE SUMMARY 4 PART ONE: THE PLAN Background 6-8 Situation ANALYSIS 9 GOALS & OBJECTIVES 10 KEY PUBLICS 11-13 STRATEGIES & TACTICS 14-15 COMMUNICATION FONFIRMATION TABLE 16 CALENDAR 17 BUDGET 18-23 CAMPAIGN THEME 24 EVALUATION TACTICS 25-26 PART TWO: COMMUNICATION TACTICS PRESS RELEASE 28 RADIO PITCH 29 NEWSLETTER 30 FEATURE ARTICLE 31 SOCIAL MEDIA 32 WEBSITE 33 SPECIAL EVENT MEDIA ALERT 34 Vetnet Fundraiser poster 35 PART THREE: RESEARCH ORIGINAL RESEARCH 37-39 TREND RESEARCH 40-42 PRELIMINARY KEY PUBLICS 43 BIBLIOGRAPHY 44-45
INTRODUCTION
In 1990 Jerri Rosen, then President of J.L. Rosen & Company, and five friends found themselves disturbed by the growing statistics of domestic violence. The group set out on a mission to help. With the intention of hosting a onetime only event, they held the first ever “Day of Self-EsteemTM,� which served 67 women from six shelters. The event became the launching pad for Working Wardrobes. In 1995 the organization received official nonprofit status and in 2000 Jerri was hired on as the Executive Director. Today, Jerri is the CEO and Founder of Working Wardrobes, a nonprofit organization that helps 5,000 men, women, veterans and young adults in crises re-enter the workforce each year.
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CLIENT FACT SHEET MISSION
ORGANIZATION
“Working Wardrobes empowers men, women, veterans and young adults overcoming difficult challenges to confidently enter the workforce and achieve success. Our clients are workforce ready by participating in career training, job placement assistance and professional wardrobe services in an environment of dignity and respect.�
Working Wardrobes has board of directors that consists of 18 volunteer members. In addition, they have an administrative staff of 22 members, eight retail staff members, three AmeriCorp VISTA members, and four volunteer staff members.
Facility Located in the center of Orange County, Working Wardrobes has headquarters in Costa Mesa, Calif. This main facility houses the organizations job search labs, training facilities, as well as department store-like clothing displays. In addition to this facility, Working Wardrobes has two boutique hanger stores in Laguna Niguel and Tustin; and two thrift stores in Anaheim and Costa Mesa.
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Programs The Working Wardrobes headquarters offers two guided tours per month to view their facility. They also have a computer job search lab open to the general public with drop in hours.
Clients Clients are referred to Working Wardrobes by outside case agents, but the Job Computer Lab and boutique and thrift stores are open to the general public.
SERVICES
Volunteers
In addition to the computer lab, the facility also offers a career resource library and is available to schedule individual appointments to discuss skills, create resumes, or complete applications. Working Wardrobes facilitates a rigorous customer service training that involves 36 hours of interactive training, which leaves participants with an official NRF-Certification. With all of these jobtraining skills, they also offer styling tips and clients are able to select a few pieces to wear during their interview/ job process.
Working Wardrobes is fortunate to have over 4,000 volunteers who actively participate in various ways each year. Volunteers participate as personal shoppers, inventory tagging, events, and anywhere the organization needs them.
EXECUTIVE SUMMARY
Working Wardrobes distinguishes itself from other career development nonprofits because this organization trains, educates, and ignites confidence and provides the necessary resources for their clients to succeed in the contemporary workforce. Working Wardrobes gives people the opportunity to re-brand and re-build themselves, creating the self-confidence needed to go on the job hunt. The personalized and dynamic atmosphere at the Working Wardrobes facility leaves clients of all ages, genders and ethnicities feeling empowered and inspired. Working Wardrobes is constantly seeking new ways to help members in the community. Our campaign will focus on raising awareness of Working Wardrobes’ services in the Orange County area, specifically focusing on the VetNet program as well as increasing monetary and clothing donations.
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PART ONE THE PLAN
BACKGROUND Working Wardrobes was developed with a concern for domestic violence in mind, but it has expanded to be something much bigger than that today. In 1990, CEO and founder, Jerri Rosen, and several friends were shocked by growing statistics of domestic violence, and created an annual event, “Day of Self-Esteem,” to help women from different shelters get back on their feet. This small idea turned into the formation of the non-profit to help people affected by domestic violence, homelessness, veteran status, unemployment, etc. There have been countless studies on domestic violence, and the causes and effects it has on people in the workforce. “For many women violence may be the precipitating factor for poverty, and it is surely a barrier to raising income and employment status.” Violence in the home directly affects the social and economic success of an individual. One study suggests that violence in the home can cause economic problems as well as keeping that person from remaining employed. Women whose partner performs physical (or mental) violence are more likely to have less self-confidence and are less likely to go to work. An article suggests that “battering also indirectly undermines employment by a) causing repeated absences; b) impairing women’s physical health, mental agility and concentration; and c) lowering selfesteem and aspirations” (Johnson, Michael P.). The ability to achieve professional success is undermined by the abuser through giving them a lack of self-esteem. Nonprofit organizations such as Working Wardrobes work through a ton of different issues, and are constantly adding new issues to focus on. Working Wardrobes was conceived in 1990 during which the United States’ unemployment rate steadily rose from 5.2% to 6.2%. It has steadily rose and fell since then, with the lowest point being 3.9 in 2000, and the highest point being 10% in 2009 (highest it’s been since 1940) (Steinhauer). Every year since this high peak, the employment rate has been steadily decreasing. This was a great time for Working Wardrobes to be conceived. Not only did they intend to get that unemployment rate down, they wanted to increase the number of confident individuals entering the workforce. Now, unemployment rates are going down, but underemployment is still a huge issue. People must work several jobs just to get by, and the living wage today is about $16/hr. There is always a great need for people to find work, and although unemployment rates are decreasing, there is still a huge amount of people underemployed. By developing new ideas that improve the nonprofit organization, such as adding programs (career center, customer service classes, curriculum for graduation, etc.), hosting events, developing partnerships, etc., Working Wardrobes is able to help more and more people, including women, men, teens, and veterans. It began with services helping women suffering from domestic violence, then services for men were added in 1998, teens in 2000, and now, veterans. Working Wardrobes becomes a family for its clients by providing moral support and guidance throughout the entire job searching/hiring process (even after they get the job). Non-profits similar to Working Wardrobes that attempt to alleviate huge problems in the world often face difficulties, as well as opportunities. There are several problems that this type of organization faces, including social, economic, and political problems that arise, as well as name recognition.
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BACKGROUND The biggest issues involve not enough money and resources to do what they want (funds, donations-clothing and money), unemployment rates/joblessness/homelessness, not enough public awareness of unemployment issue in the community, etc. During the economic crash (2008- 2011), this type of organization struggled financially since it is directly related to unemployment and underemployment. The organizations rely heavily on their passionate staff, volunteers, donors, etc. to stay committed to the process, even when times are rough. Other organizations such as Women Helping Women and Men to Work, have problems differentiating themselves from similar organizations. There is another nonprofit with a similar mission that is called Women Helping Women, which can be a major issue, for example, when someone is searching online for the organization. Along with name recognition issues, another issue is that people don’t know exactly what the organization does or is focusing on. Public relations andmarketing efforts are difficult at times with such a small budget. People may know one aspect of the organization on the surface, but with small budgets, it can be difficult for these organizations to publicly portray their very specific image. Working Wardrobes realizes after poor public relations efforts, that the positive impact of the organization on its clients is a very important thing to get peoples’ attention. Showing the impact is very effective. There are many opportunities that Working Wardrobe faces and is able to benefit from. Because the organization is small, they are really able to pay attention to each client as an individual and provide clients with one-on-one attention. When a company gets too big, it becomes more difficult to give individualized attention to clients. They also benefitted politically from Obama’s support in workforce development. Also, the buzz around veterans isn’t going anywhere soon, and their need for employment is huge. People seem much more hopeful in 2014, and the economy is improving daily. For corporations, these days, it is extremely valuable for them to get involved with nonprofits and the community in general. It gives their company more exposure and gives its supporters more of a reason to believe in their message. As previously stated, Jerri Rosen originally founded Working Wardrobes in 1990 to support women suffering from domestic violence. “Day of Self-Esteem” served 67 women from six shelters. Rosen and her friends continued to host it annually for the next 12 years. As the event gained momentum, Rosen began adding more services since Working Wardrobes received official nonprofit status in 1995. The organization added services for men in 1998, teens in 2000, veterans in 2005 and career development services in 2007. Megan Harless, Vice President of Development, described the organization’s mentality as a state of constant improvement, or “what more can we do?”. This has led to the continued success of Working Wardrobes; the organization always focuses on the gaps in its services and how those gaps can be filled. For example, part of their career services includes a six-week program followed by a graduation where clients get makeovers and new suits. Working Wardrobes built upon that by offering daily career training sessions, working with potential employers by showing the benefits in hiring WW’s clients and having a job-developer on staff. Clients can continue to go back to WW’s facilities after their graduation as well.
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BACKGROUND Working Wardrobes has always faced the obstacle of operating on a small budget. The widespread objectives not only created a higher demand with a limited supply, but also a sense of false familiarity. This gave the wrong message to the public about the organization’s impact. The message was unclear, leaving the public unable to identify whether or not WW was a place to donate clothes, a homeless/domestic abuse shelter, a thrift store chain or a job-searching facility. Our campaign will focus on PR efforts to emphasize how Working Wardrobes transformed clients’ lives, which is a more effective way to gain public attention. These campaign objectives are relevant to WW’s past and present trends because there is a constant need for employment training, regardless of the unemployment rate. Moreover, the latest addition to the organization is the VetNet branch that provides services to any veteran who needs it. Working Wardrobes faces the challenge of properly distinguishing itself in the market segment with this new service in addition to its established career-training services. Another big issue Working Wardrobes addresses is underemployment. Unemployment may be decreasing, but underemployment is not part of that statistic. Underemployment is a huge issue; the people in this category are working two to three jobs just to get by. If someone is making minimum wage, he or she needs to work 133 hours per week in order to pay rent for a one-bedroom apartment, leaving him or her without any money for extra resources. The living wage for Orange County is $16/hour, which is hardly met by the minimum $8/hour wage jobs. PR and marketing objectives play an important role in relaying this issue, which is a principal issue Working Wardrobes seeks to address.
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SITUATIONAL ANALYSIS Currently, Working Wardrobes is an effectively operated non-profit that offers employment search tools and training to veterans and individuals referred through one of their 50+ partner agencies. Their services include skill assessments, practice interviews, résumé writing, financial literacy workshops, customer service training, and more. Working Wardrobes doesn’t charge clients, but rather charges a service fee to the agency that refers them. Veterans are offered services free of charge and do not require an agency referral. Last year 3,700 volunteers assisted at Working Wardrobes and logged over 45,000 hours. Of Working Wardrobes’ $2.1 million yearly budget, at least 50 percent is generated internally through donations and Working Wardrobes’ boutiques and thrift shops. Working Wardrobes most prominent service is providing professional clothing to clients. Around 3,000 articles of clothing are donated each week and undergo a critical quality check. Clothes that do not fit the professional standard for employment opportunities are given to Working Wardrobes’ thrift shops or boutique stores, which are in turn sold to benefit the organization. Working Wardrobes currently serves 5,000 clients annually and intends to expand to 10,000. Throughout the organizations history over 60,000 clients have been helped. Clients are referred by agencies that serve those affected by drug rehabilitation, domestic violence, homelessness, underemployment, and many other social issues. Currently, Working Wardrobes faces several obstacles. Although they effectively raise funds and attract volunteers, their current brand doesn’t fully convey what they do as a non-profit. Most of their services, especially those offered to veterans, are overlooked by those unfamiliar with their organization. People unacquainted with the organization tend to assume they just offer clothing to the underprivileged and don’t fully grasp their mission and expansive number of services. There are several opportunities for Working Wardrobes to expand in Orange County and familiarize key publics with the full spectrum of their brand. Promotion to veteran organizations and potential involvement with government entities might benefit their efforts and increase participants and funding in veteran programs. In addition, increased promotion of fundraising opportunities including donations and purchases at their boutique and thrift shops would benefit their budget and overall mission.
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GOAL 1
GOALS & OBJECTIVES
To increase awareness of Working Wardrobe’s services such as job placement, customer service certifications, etc.
OBJECTIVE • Conduct one Working Wardrobes seminar/workshop per month at Southern Region Job fairs until December 2014. • Host one event/job fair at the main facility for any aspiring professionals in the area in April 2014 • Increase amount of tours that occur each month by two starting in April 2014. • Invite a minimum of 3 bloggers (professional, career, nonprofit, etc.) and reporters to cover a seminar/workshop and the college networking event. • Establish at least one additional corporate sponsorship with prominent company in Orange County by May 2014. • Have all Hanger Boutique associates discuss Working Wardrobes’ services in-store daily to all customers by April 2014
GOAL 2
To increase awareness of the VetNet program and specialty services for veterans.
OBJECTIVE • Increase VetNet client base by 50% by August 2014. • Reach out to Orange County Veteran Service Office and Advisory Council by May 2014 to increase awareness of the VetNet program and promote Working Wardrobes’ services. • Host a VetNet fundraiser event at the Lyon Air Museum to raise a minimum of $15,000 by May 2014 • Invite at least three OC nonprofit and career bloggers, three journalists and the OC Register to cover the fundraiser and raise awareness of the VetNet event in May 2014
GOAL 3 To increase monetary donations.
OBJECTIVE • Ask current volunteers and donors to invite 3-4 potential donors to an awareness event or attend a tour in May 2014 before the gala event. • Host student mixer/networking event for Southern California colleges to raise $5,000 in April 2014.
• Host one seminar at a corporation for employees about customer service and Working Wardrobes specialty services in May 2014. • Have store associates verbally ask all customers for a small donation (5%) with their purchases by April 2014. • Secure at least one corporate sponsorship (minimum of $10,000) by May 2014.
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KEY PUBLICS KEY PUBLIC Orange County Veterans This public includes all veterans in Orange County. The newest branch installed at Working Wardrobes, VetNet, offers job-training services to all veterans. All other clients must be referred to Working Wardrobes from shelters throughout Orange County that work with this organization. With VetNet, veterans of any age can walk in at any time without an appointment or referral to use Working Wardrobes’ facilities. This key public could benefit greatly from our organization’s services; often times after they finish their military service (many of whom go straight into services after high school), they are unsure of where to go and how to integrate back into workforce. At Working Wardrobes, any veteran can receive Career Assessments, Individual Employment Plans, Career Development Services, Job Training Opportunities, Social Reintegration Professional Wardrobing and Career Placement Assistance. This will give them both the confidence and resources needed to find their place again after military service.
SELF-INTERESTS
Lean toward jobs regarding service and protection of the people, learn the skills required to enter the contemporary workforce and meet other veterans living in the same area. Local veterans, older veterans, family members, potential employers, anyone involved in ROTC (Reserve
INFLUENTIALS Officer Training Corps) in the Orange County area.
KEY PUBLIC
Successful business people in Orange County over the age of 50 as monetary donors This public includes males and females who successfully run or work for successful businesses. These people are older, ages 50 and over and have been well established as business people earning a sustainable and profitable income. This public is interested in Working Wardrobes because they are successful in their businesses and want to help promote success to other people entering or re-entering the workforce. They are interested in donating parts of their income to support other individuals in becoming successful themselves. This public is not necessarily an entire corporation, but rather specific individuals who would donate their own earnings in the interest of benefiting other individuals who have yet to achieve the same success. The donations from publics like this will hopefully lead to opportunities for Working Wardrobes clients to become successful like the donors and one day pay the act of donating forward to others.
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KEY PUBLICS SELF-INTERESTS
Helping the community, contributing to the success of others, growing a successful business and workforce.
INFLUENTIALS Current donors, community leaders, city officials, and public figures.
KEY PUBLIC Potential corporate partners in Orange County Corporate partners are essential to realizing Working Wardrobes’ goal of assisting men, women, Veterans, and young adults to enter the workforce with pride and self-assurance. Working Wardrobes currently offers corporate partnership levels to suit the objectives of every company. This group is important to Working Wardrobes because not only do they offer monetary support, they offer support in several other ways. For example, several of Working Wardrobes’ current corporate partners offer programs that pay their employees to volunteer at Working Wardrobes for select days. This gives Working Wardrobes’ volunteer work at no cost to them as well as supports corporate philanthropy programs and goals. Several high profile corporations, including The Walt Disney Company, Wells Fargo, and The Boeing Company, currently support Working Wardrobes. However, there are opportunities with other large corporations who may be looking to expand their philanthropic efforts such as Boost Mobile headquartered in Irvine who employs 470+ employees. In addition to the tax-write off and the marketing benefits, corporations would benefit from partnership with Working Wardrobes specifically based on their corporate partnership program. Corporate partners receive their company logo on the Working Wardrobes’ website and in their monthly newsletter with a 17,000 distribution list. In addition, corporate partners receive access to promote their company at eight Working Wardrobes’ events throughout the year.
SELF-INTERESTS
Receiving monetary and volunteer support as well as aligning Working Wardrobes with large corporations in Orange County. Corporate attendance at Working Wardrobes’ events throughout the year would help establish further credibility for the non-profit.
INFLUENTIALS Successful Orange County business people who have influence at their company especially in
philanthropic efforts, current Working Wardrobes employees, board members, and volunteers with business connections, community leaders, current corporate partners.
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KEY PUBLICS KEY PUBLIC Shelters (homeless, domestic violence, veterans, etc.) in Orange County Shelters are incredibly important to Working Wardrobes since all of its clients (except for veterans) are referred to the nonprofit’s employment and confidence/skill-building services through shelters throughout California. There is an incredible variety of shelters in Orange County that Working Wardrobes would like to target. These shelters may include homeless, battered women, domestic violence, transitional, family, alcohol/drug abuse recovery, youth, veterans, women and children, pregnant women, and single adults services. Working Wardrobe works with basically any type of shelter that provides people of almost all ages (from teens to adults) from all walks of life who need support. The nonprofit would like to increase the amount of shelters they work with in Orange County since the shelters have proven to be confident in Working Wardrobes services and have formed great relationships. Shelters choose to refer their clients to Working Wardrobes because they already see the potential in their clients – they want to support each individual in every aspect of their lives, so if, for example, a homeless shelter can provide its clients with a place to live temporarily, then they will hope that that individual will be able to secure a job as well, to fully get back on their feet.
SELF-INTERESTS
Help clients get back on their feet, increase number of successful people in Orange County, form relationship with a successful nonprofit to work with in future endeavors. Working Wardrobes current shelters they work with, community members/programs, high schools and
INFLUENTIALS colleges in Orange County.
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STRATEGIES & TACTICS STRATEGY Convey to current / potential monetary and clothing donors that their involvement with Working Wardrobes is imperative to the organization’s success, and motivate them to donate clothing and / or money.
TACTICS: 1. Create and send a direct mailing piece to strategic audiences communicating Working Wardrobes’ services, donor opportunities, and several stories of clients they’ve helped. a. The direct mail piece would include a prepaid envelope offering further donations. b. Include information on Working Wardrobes’ The Hanger Boutiques and thrift shops and offer a discount in order to promote the stores and donations. 2. Create a short video including past & current clients, donors, volunteers, and employees at Working Wardrobes covering what they do in more depth and how the organization helps those in need.
3. Send a thank you letter to current donors, including a prepaid envelope offering the opportunity to donate further as well as a personalized invitation to Working Wardrobes’ next fundraising event. 4. Pitch a story to Orange County media (OC Register, upscale publications, OC Weekly) about Working Wardrobes’ founder Jerri Rosen and their current operation and services.
a. Promote the video online on social media and in Working Wardrobes’ newsletter.
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STRATEGIES & TACTICS STRATEGY
Communicate to current / potential agency and shelter partners that Working Wardrobes is one of the leading organizations of their kind, and that they should refer their clients to the non-profit.
TACTICS: 1. Coordinate meetings with high-level employees of current and potential partner agencies / shelters in order to promote Working Wardrobes’ services and reference program. 2. Set up general tours with multiple agencies / shelters in order to familiarize current and potential partner organizations with Working Wardrobes’ full operation and services.
3. Send out a strategic direct mailing to agencies / shelters currently not affiliated with Working Wardrobes’ with detailed information about the organization (including statistics on clients, services, and success rates) in order to promote agency referrals and potential partnerships.
STRATEGY Promote to Orange County veterans that Working Wardrobes’ services are offered to them free of charge or referral.
TACTICS:
3. Contact Orange County veteran agencies and government 1. Reach out to Orange County veteran agencies and government veteran organizations (such as the OC Veterans Service Ofveteran organizations seeking mutual partnerships and familiarizing fice) in an effort to obtain contact information of OC veterans these agencies and organizations with Working Wardrobes’ services in order to send a strategic direct mailing promoting Working Wardrobes’ free services for veterans. and offerings to veterans. 2. Promote VetNet events at Orange County veteran agencies & government veteran organizations (such as the Veterans Employment Committee of Orange County, Orange County Veterans Services Iniative, etc.).
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4. Pitch a feature story to OC media (OC Register, publications with high veteran readership) that focuses on individual veteran career success stories through the use of Working Wardrobes’ services.
COMMUNICATION CONFIRMATION TABLE KEY PUBLIC
VETERANS
Successful business people over the age of 50 as monetary donors
Shelters
SELF-INTERESTS -To benefit from services offered at facility -To meet with other veterans in the area -Learn skills required to re-enter the contemporary workforce -To help the community grow and prosper -To contribute to the success of others by leading -Growing a successful business place and workforce
-To help clients further succeed in life and employment
PRIMARY MESSAGES
INFLUENTIALS
OBJECTIVES
“Let Working Wardrobes create and inspire new opportunities for your future.”
- Local veterans - Older veterans - Family members - Potential employers - Anyone involved in ROTC in the Orange County area
Help Working Wardrobes inspire individuals to succeed in your footsteps”
- Current donors - Family and friends who also donate - Community leaders - City officials - Public figures
To increase monetary donations.
“Collaborate with Working Wardrobes to create change and provide support for people in need.”
- All current partner shelters - All potential new partner shelters -Community members/programs -High schools and colleges in Orange County
To increase awareness of Working Wardrobe’s services such as job placement, customer service certifications, etc.
To increase awareness of the VetNet program and specialty services for veterans.
STRATEGIES Promote to Orange County veterans that Working Wardrobes’ services are offered to them free of charge or referral.
TACTICS - Reach out to Orange County Veteran Service Office and Advisory Council to increase awareness of the VetNet program and promote Working Wardrobes’ services - Host a VetNet fundraiser event at the Lyon Air Museum - Invite at least 10 OC nonprofit and career bloggers and journalists to cover the fundraiser and raise awareness of the VetNet event
- Convey to current and potential monetary donors that their involvement is imperative to the organization’s success. -Motivate them to donate money.
- Attend a Working Wardrobes tour -Host student mixer/networking event for Southern California colleges -Host a gala at the Maritime Museum -Pitch a story to the Senior Times, OC Register and The OC Business Journal’s Giving Guide
Communicate to current / potential agency partners that Working Wardrobes is the leading organizations of their kind, and they should refer their clients to the nonprofit.
- Increase shelter partnerships by reaching out to at least 10 more in Orange County -Encourage current and potential shelters to refer more clients -Invite new shelter owners and coordinators to take a tour of the Working Wardrobes facility
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CALENDAR JUNE 2014 • Send out monthly newsletter. • Update social media accounts. • Begin website re-design. • Compile Email address and list of donors. • Pitch feature story to local newspapers and magazines. • Start having boutiques and thrift stores ask customers to round up their totals for donations.
JULY 2014
• Send out monthly newsletter. • Update social media accounts. • Launch new website. • Launch monthly media alert email blasts. • Maintain boutique store donations. • Reach out to OC bloggers. • Pitch radio script to local talk radio stations. • Book Lyon Air Museum for VetNet fundraiser in December. • Begin booking vendors for college networking event.
AUGUST 2014 • Send out monthly newsletter • Update social media accounts • Maintain boutique store donations • Send out save-the-date emails for college networking fair • Continue airing radio script • Secure speakers, professionals and vendors for college networking event
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SEPTEMBER 2014 • Send out monthly newsletter. • Update social media accounts. • Maintain boutique store donations. • Secure swag bag donations and vendors for college networking event. • Schedule volunteers and volunteer training date for the event. • Send out official invitations. • Launch ticket sales on website. • Host college networking mixer on September 12.
OCTOBER 2014
• Send out monthly newsletter. • Update social media accounts. • Maintain boutique store donations. • Send out save-the-date emails for Lyon Air Museum VetNet fundraiser. • Contact OC bloggers. • Book all event vendors. • Secure corporate sponsorships. • Reach out to silent auction donors.
NOVEMBER 2014
• Send out monthly newsletter. • Update social media accounts. • Maintain boutique store donations. • Send out direct mail invitations for VetNet fundraiser. • Clarify RSVP’s for fundraiser. • Open ticket sales on website for VetNet gala. • Reach out to silent auction donors.
DECEMBER 2014
• Send out monthly newsletter. • Update social media accounts. • Maintain boutique store donations. • Confirm venue, vendors and guests for fundraiser. • Host 1920’s gala fundraiser on December 5.
ITEM DESCRIPTION
QUANTITY
COST PER UNIT
BUDGET TOTAL COST ESTIMATE
COMMUNICATION TACTICS Digital Newsletter Writer / Graphic Designer
In house
$0.00
$0.00
Graphic designer
Outsource
$1,000.00
$1,000.00
Photographer
Outsource
$1,000.00
$1,000.00
In house
$0.00
$0.00
1,000
$0.00
$0.00
Writer
In house
$0.00
$0.00
Email Distribution
1,000
$0.00
$0.00
Wire Distribution
Wide distribution
$500.00
$500.00
Outsource (1)
$1,500.00
$1,500.00
Writer
In house
$0.00
$0.00
Pitch to radio stations
In house
$0.00
$0.00
Website
Social Media Maintain all accounts Email Blast Distribution News Release
Feature Story Writer Radio PSA
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BUDGET ITEM DESCRIPTION
QUANTITY
COST PER UNIT
TOTAL COST ESTIMATE
COMMUNICATION TACTICS Media Alert Distribution - email
1,000
$0.00
$0.00
1,000
$0.00
$0.00
News Release
1
$200.00
$200.00
4 Page Newsletter
1
$500.00
$500.00
Pitch Letter Distribution - email Translation Services
TOTAL
$4,700.00
College Networking Event Invitations In house
$0.00
$0.00
2 hours
$125.00
$250.00
Cocktail Tables
8
$10.00
$80.00
Linens
8
$10.00
$80.00
Email Distribution Photographer
Rental Equipment
19
BUDGET ITEM DESCRIPTION
QUANTITY
COST PER UNIT
TOTAL COST ESTIMATE
College Networking Event Glassware
150
$0.50
$75.00
Bar
1
$70.00
$70.00
Volunteer
$0.00
$0.00
2 drink tickets provided per guest
200
$3.00
$600.00
Soft Drinks
Donation
$0.00
$0.00
Hors’doeuvre
100
$8.00
$800.00
4 hours
$75.00
$300.00
Step and Repeat
1
$100.00
$100.00
Floral centerpieces
8
$10.00
$80.00
Monogrammed pen and notepad
100
$3.00
$300.00
Contact card coupon
100 (donated)
$0.00
$0.00
Corporate Sponsor Item
100 (donated)
$0.00
$0.00
Servers / Bartenders
Refreshments
Music Student DJ Decorations
Gift Bags
TOTAL
$2,735.00
20
BUDGET ITEM DESCRIPTION
QUANTITY
COST PER UNIT
TOTAL COST ESTIMATE
VET NET FUNDRAISER Invitations Save the date
1,000
$0.00
$0.00
Direct Mail
350
$2.50 (invitation / postage)
$875.00
Graphic Designer
In house
$0.00
$0.00
Base price
1
$5,250.00
$5,250.00
Security Deposit
1
$500.00
$500.00
Sound system, mic, speakers
1
$1,000.00 / half day
$1,000.00
4 hours
$100.00
$400.00
200
$30.00 / person
$6,000.00
Cocktail tables
5
$10.00
$50.00
Round tables
20
$10.00
$200.00
Chairs
200
$4.00
$800.00
Linens
25
$10.00
$250.00
Venue
Photographer
Food Three course meal Rental Equipment
21
BUDGET ITEM DESCRIPTION
QUANTITY
COST PER UNIT
TOTAL COST ESTIMATE
Glasses
300
$0.50
$150.00
Flatware
200
$3.00
$600.00
Bar
2
$70.00
$140.00
Servers / Bartenders
12
$15.00 / hour
$720.00
$0.00
$0.00
200 (donated)
$0.00
$0.00
1
$600.00
$600.00
Event program
200
$2.00
$400.00
Step and repeat
1 (already purchased from College Fair)
$0.00
$0.00
Floral centerpieces
20
$15.00
$300.00
Lighting
1
$700.00
$700.00
$200.00
$200.00
$87.50
$350.00
Refreshments No host bar (charge to guests)
Soft drinks Music Live band Decorations
Misc. (frames, raffle tickes) Valet Parking 4 hours
22
BUDGET ITEM DESCRIPTION
QUANTITY
COST PER UNIT
TOTAL COST ESTIMATE
Silent Auction Items donated
$0.00
$0.00
Candle holders (donated)
200
$0.00
$0.00
Logo champagne glass (donated)
200
$0.00
$0.00
Sponsor promo materials
200
$0.00
$0.00
Gift Bags
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TOTAL
$19,485.00
GRAND TOTAL
$26,920.00
CAMPAIGN THEME CREATE. CHANGE. INSPIRE.
Working Wardrobes focuses on giving individuals and veterans the motivation, strength and confidence to re-enter the workforce through creating awareness, changing lives and inspiring success.
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EVALUATION TACTICS Objective One
To increase awareness of Working Wardrobe’s services such as job placement, customer service certifications, etc.
• Increase website hits by 25% by December 2014 • Increase social media impressions by 50% • Increase monthly newsletter subscriptions by 50% • Track the number of website hits to the existing website for 1 month prior to
launching the new website: June 2014 • Track the number of website hits to the new website for five months after launching the new website: July through December 2014 • Facebook: record how many fans the Working Wardrobes Facebook page has in June 2014. Include likes, comments and shares. Track increase in Facebook activity from July to December 2014 • Twitter: record how many followers Working Wardrobes Twitter has in June 2014. Track increase in followers and re-tweets from July to December 2014 • Track number of newsletter followers in June 2014. Record increase in newsletter subscriptions from July to December 2014.
Objective TWO
To increase awareness of the VetNet program and specialty services for veterans.
• Increase VetNet client base by 50% by December 2014 • Raise $30,000 by December 2014 from VetNet fundraiser gala
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EVALUATION TACTICS • Record number of VetNet clients in June 2014. Track all new veterans who go through Working Wardrobes and how they were referred from July 2014 to December 2014. • Track ticket sales, corporate sponsorships, silent auction and raffle sales, monetary donations on the night of the gala.
Objective THREE
To increase monetary donations.
• Increase monetary donations by 50% by December 2014 • Raise $5,000 from college networking event in September 2014 • Secure at least one corporate sponsorship (minimum of $10,000) by September 2014. • Track different sources of monetary income in June 2014. Track each source from July to December 2014 to evaluate profits. • Raise $5,000 through ticket sales for college networking fair in September 2014. • Evaluate additional corporate partnerships.
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PART TWO
COMMUNICATION TACTICS
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PRESS RELEASE Working Wardrobes 3030 Pullman St. Costa Mesa, Calif. 92626 For Immediate Release September 1, 2014 Working Wardrobes Hosts College Networking Career Fair Working Wardrobes, a local non-profit in Costa Mesa, Calif. will host a networking career event for graduating seniors at surrounding universities, said Vice President of Business Development, Megan Harless. The event will feature workshops on resume building, interview tips and meetings with business professionals from Southern California. Students will be able to network with other graduating students as well as with professionals from all areas of the workforce, said Harless. “We are encouraging students to bring copies of their Resumes and dress professionally to the event, you never know where you might make a connection!” said Harless. The event will be held at Working Wardrobes’ main facility in Costa Mesa on September 12 at 6:30 p.m. Light food, alcohol and other refreshments will be served and included in the ticket price. At the end of the evening, there will be a panel of professionals from all different fields available for a question and answer period where students will be given the opportunity to receive overall insight about entering the post-graduate world. Students may purchase tickets through the organization website at workingwardrobes.org/events and may contact Harless@workingwardrobes.com with any additional questions. All proceeds will go directly to Working Wardrobes’ efforts to expand its services and its VetNet program. All additional information can be found at workingwardrobes.org.
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RADIO PITCH Announcer
:
Many people think Working Wardrobes is a place to donate clothes but they do so much more than hand out free suits. The organization is dedicated to creating a free, personal career development experience for anyone who needs it. If you or anyone you know needs a little refresher course or resume re-vamp, look to Working Wardrobes. And Veterans, check out their VetNet program designed just for you! Visit the website at workingwardrobes.org or call (714) 210-2460 for more information.
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NEWSLETTER
Working Wardrobes We’ve Reached 5,000 Volunteers Success in Giving Back
@Êd c`jk\e`e^ kf D`b\ Ifn\ kXcb XYflk _`j 8_X dfd\ek# ZXjkiXk`e^ X cXdY `e :iX`^# :fcf%# X ]\n _flij efik_ f] dp Zlii\ek :fcfiX[f ]ffk_`ccj _fd\kfne# n_`Z_ jfd\ ]fcbj ZXcc# ÇK_\ Brooklyn of Boulder.” @ ZXeefk jXp @Êm\ ÇY\\e k_\i\# [fe\ k_XkÈ fe k_\ c`m\jkfZb jgXp`e^ ]ifek k_\ nXp Ifn\ _Xj% 9lk @ i\cXk\ kf _`j \p\j$n`[\ dfd\ek f] nfe[\i Xj _\ XggifXZ_\j k_\ kXjb% “How did I get here?” Rowe wonders. I relate to that, too. Dp d`e[ ÔXj_\j YXZb ]ifd k_\ c`kkc\ cXdYj fe k_Xk :iX`^# :fcf% gXjkli\ kf X g`c\ f] ;XcdXk`Xe$gi`ek gfcp\jk\i fe =`]k_ 8m\el\ `e DXe_XkkXe# kf X kXYc\ f] c`m\ [fm\j Xk X I\X^Xe$\iX ]le[iX`j\i% N\Êi\ `e k_\ Ó\c[ f] fashion now, as opposed to Xe`dXc _ljYXe[ip% @ ZXeefk jXp @Êm\ ÇY\\e k_\i\# [fe\ k_XkÈ fe k_\ c`m\jkfZb jgXping front the way Rowe has. But I relate to his eyes-wide moment of wonder as he XggifXZ_\j k_\ kXjb% “How did I get here?” C`eb1 pflklY\ m`[\f Model, Kaitlin Miller walks down the runway wearing BCBG ]Xcc Zfcc\Zk`fe1 9c`jj
Working Wardrobes Expands VetNet Client Base! 2013 Digital PR Award Winners Contest/Game Winner: AT&T with FleishmanHillard - The It Can Wait No Texting While Driving Movement Through a 3D texting and driving simulator, AT&T, with the help of FleishmanHillard, has j\\e `kj Ç@k :Xe NX`k Ef K\ok`e^ N_`c\ ;i`m`e^ Dfm\d\ekÈ ^X`e j`^e`ÓZXek dfd\ekld among teens; for example, more than 1.6 million have taken the pledge to not text n_`c\ [i`m`e^ Xk @k:XeNX`k%Zfd Xe[ k_ifl^_ =XZ\Yffb# Kn`kk\i# j`dlcXkfi \m\ekj Xe[ text-to-pledge initiatives. Crisis Management N`ee\i1 IfpXc :Xi`YY\Xe :il`j\j Ck[% $ =`i\ feYfXi[ >iXe[\li f] k_\ J\Xj IfpXc :Xi`YY\XeÊj i\jgfej\ ]fccfn`e^ k_\ >iXe[\li f] k_\ J\Xj Ói\Æn_`Z_ `eZcl[\[ c\m\iX^`e^ jfZ`Xc d\[`XÆb\gk d\[`X Zfm\iX^\ YXcXeZ\[ [li`e^ k_\ `eZ`[\ek% =fi X n\\b ]fccfn`e^ k_\ Ói\# k_\i\ n\i\ dfi\ k_Xe 0,' dX`ejki\Xd d\[`X g`\Z\j# ,/%- d`cc`fe `dgi\jj`fej ]ifd Kn`kk\i Xe[ dfi\ k_Xe *#*., =XZ\Yffb gfjkjÆn`k_ 0* f] k_\ d\[`X Zfm\iX^\ f] k_\ Ói\ Y\`e^ \`k_\i e\lkiXc fi gfj`k`m\% C`eb1 =lcc c`jk f] Xcc n`ee\ij
August 2014
Just Announced: Student Networking Gala in September Af`e lj ]fi GI E\njÊ XeelXc D\[`X I\cXk`fej E\ok GiXZk`Z\j :fe]\i\eZ\ Xk k_\ \jk\\d\[ EXk`feXc Gi\jj :clY `e NXj_`e^kfe# ;%:%# Xe[ ^\k k_\ cXk\jk Y\jk giXZk`Z\j fe Yl`c[`e^ i\cXk`fej_`gj n`k_ aflieXc`jkj Xe[ Ycf^^\ij# Óe[`e^ Xe[ \e^X^`e^ n`k_ k_\ i`^_k i\gfik\ij Xe[ `eÔl\eZ\ij fe jfZ`Xc e\knfibj Xe[ Zfddle`ZXk`e^ n`k_ k_\ d\[`X `e X Zi`j`j n_`c\ e\m\i cfj`e^ j`^_k f] pfli Zfi\ d\jjX^\j% PflÊcc _\Xi ZXj\ jkl[`\j f] fi^Xe`qXk`fej k_Xk _Xm\ jlZZ\jj]lccp \ek\i\[ k_\ i\Xcd f] YiXe[\[ Zfek\ek# Xe[ c\Xie n_`Z_ aflieXc`jk`Z k\Z_e`hl\j pfl ZXe Xggcp `e k_\ ZiX]k`e^ f] pfli fne Zfek\ek% Af`e lj ]fi GI E\njÊ XeelXc D\[`X I\cXk`fej E\ok GiXZk`Z\j :fe]\i\eZ\ Xk k_\ \jk\\d\[ EXk`feXc Gi\jj :clY `e NXj_`e^kfe# ;%:%# Xe[ ^\k k_\ cXk\jk Y\jk giXZk`Z\j fe Yl`c[`e^ i\cXk`fej_`gj n`k_ aflieXc`jkj Xe[ Ycf^^\ij# Óe[`e^ Xe[ \e^X^`e^ n`k_ k_\ i`^_k i\gfik\ij Xe[ `eÔl\eZ\ij fe jfZ`Xc e\knfibj Xe[ Zfddle`ZXk`e^ n`k_ k_\ d\[`X `e X Zi`j`j n_`c\ e\m\i cfj`e^ j`^_k f] pfli Zfi\ d\jjX^\j% >\k k_\ cXk\jk Y\jk giXZk`Z\j fe Yl`c[`e^ relationships f with the right reporters and `eÔl\eZ\ij fe jfZ`Xc e\knfibj% j`^_k f] pfli Zfi\ d\jjX^\j% JfZ`Xc e\knfibj%
In This Issue..
VetNet Outreach pg. 2 Storeis From Volunteers pg. 2 All Around the World pg. 3 How to be A Killer Donor pg. 3
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FEATURE ARTICLE OC Register VetNet: Serving Those who Serve Our Country. April 15, 2014 Ivy Chiou
Veterans spend years of their lives protecting our country. Their service becomes their career. However, little thought is put into how veterans transition back into the contemporary workforce. Jose Escobar, a veteran of the Marine Corps, found himself in this position after he finished his service. “I hadn’t lived in California since I joined the Marine Corp. I lived abroad for so long, so when I retired and moved back, I didn’t have any connections,” Escobar said. Working Wardrobes is known for its job training services and providing new suits to men and women for job interviews. In 2005, the organization added a new branch exclusively for veterans, in line with the company’s objective to constantly improve and strengthen the facility.
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VetNet helps recent veterans re-connect with older veterans, has a job developer on staff, features various job training programs and assists with the employment search. “I was struggling as far as developing a network of colleagues, and Working Wardrobes definitely helped me with that,” Escobar said. Escobar is now working as a case manager for the Department of Veterans Affairs. He says that, without a doubt, Working Wardrobes gave him the skills to confidently pursue a job and interview well. “I was able to participate in mock interviews, which got me ready for the real thing,” Escobar said. VetNet continues to expand and welcomes veterans of any age to Working Wardrobes’ office. “This is the least we could do for veterans, in
exchange for all they do for us,” said Megan Harless, Vice President of Marketing at Working Wardrobes. Though the VetNet branch has been a part of Working Wardrobes since 2005, the organization is seeking to expand its client base. While other clients must be referred from partner shelters, veterans can walk in at any time to utilize VetNet’s resources. Working Wardrobes focuses on providing a personal, effective and inspiring experience for all clients. “I can’t say enough about the staff. They are all very professional but at the same time, very personable. You can just tell they’re extremely passionate about what they do,” Escobar said.
-Working
Wardrobes
SOCIAL MEDIA
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WEBSITE
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SPECIAL EVENT MEDIA ALERT WORKING WARDROBES HOSTS VETNET NITE AT LYON AIR MUSEUM Orange County nonprofit to host 1920’s Veterans’ ball at aviation museum. Friday, December 19, 2014, 5:30 p.m. Lyon Air Museum Santa Ana, Calif. WHAT: Orange County nonprofit Working Wardrobes will host their VetNet Nite fundraising event at the historical Lyon Air Museum. The evenings’ 1920’s themed program will include exclusive private tours of the museum, a formal dinner, VetNet client success speakers, live auction, and more surprises—all in support of Veterans returning to the workforce. Presale tickets as well as tables and sponsorships will be available for purchase online starting October 15, 2014. Tickets start at $125. To purchase tickets or find more information visit www.workingwardrobes.org. WHEN: Friday, December 19, 2014 at 5:30 p.m.
WHERE: Lyon Air Museum 19300 Ike Jones Road Santa Ana, CA 92707
WHO: Working Wardrobes empowers men, women, veterans and young adults overcoming difficult challenges to confidently enter the workforce and achieve success. Their clients are workforce ready by participating in career training, job placement assistance and professional wardrobe services in an environment of dignity and respect. CONTACT: Peggy Goldwater-Clay Community Relations peggygc@workingwardrobes.org (714) 210-2460
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VETNET FUNDRAISER POSTER
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PART THREE RESEARCH
ORIGINAL RESEARCH Megan harless - VP of BUSINESS DEVELOPMENT After interviewing Megan Harless, vice president of business development at Working Wardrobes, we learned what the non-profit hopes to gain out of our public relations campaign. The main goal conveyed to us by Harless and community relations representative Peggy Clay was the hope that Working Wardrobes can further establish their brand as not only a “place where people get clothes” but also a multi-service career development center for veterans and those referred by partnered agencies. Harless discussed the current state of Working Wardrobes’ brand, saying they are currently known as a non-profit that provides clothes for employment opportunities, but their other services in career development, especially for veterans, aren’t widely associated with their organization. In addition, Harless and Clay discussed Working Wardrobes’ current operational status, including information about volunteers, financial stability, and overall details about day-to-day activities and services.
JOSE ESCOBAR - VETNET CLIENT The interview with Jose Scobar, an alumnus of the VetNet program, gave us great insight as to how the newest branch at Working Wardrobes continues to create, change and inspire. From our first interview with Megan, we learned that this organization is constantly striving to see what more they can do for those in need, and what other services they can provide to improve and strengthen the facility. Escobar’s interview illustrated how Working Wardrobes strives to uphold this objective. Escobar was introduced to Working Wardrobes at the Long Beach Career Development Center after he finished his service in the Marine Corps. He, like most others, thought the only thing Working Wardrobes provided was a free suit to whoever needed one. However, after his first visit, Escobar quickly learned about the programs and classes available, and signed up for both the customer service and first aid certification programs. From the training, he gained much more than basic customer service skills. “In addition to being certified in customer service, I participated in activities that helped me understand how to work with plenty of personalities and how they can affect me in life or work environments,” said Escobar. “Also, I got to participate in mock interviews that really helped me get ready for the real thing.” In regards to the VetNet program, Escobar said it was a great way to re-connect with other veterans, employers and influential people. After his service, Escobar was struggling to develop a network of colleagues. Working Wardrobes not only provided him with a network, but also with services unlike other veteran organizations. Escobar is now working as a case manager for the Department of Veterans Affairs.
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ORIGINAL RESEARCH Escobar provided us with useful tips on how to get the word out more about VetNet. He said the best way would be to contact career resource centers and agencies that work with veterans, such as OC One-Stop and Veterans First. These agencies are well versed in veteran and employment services and could refer many veterans to VetNet as well. Overall, Escobar’s interview showed us the extent to which Working Wardrobes and, more specifically, VetNet, can change lives. He is a true example that Working Wardrobes, without a doubt, instills confidence and inspires change.
Volunteer Intervew (Name Omitted by Request) Q: How did you first hear about Working Wardrobes? A: I heard about it several years ago, but I didn’t know much about it then. When I finally retired for good, it was right around the corner from where I used to work. When I realized that they offered more services than just clothing donations, I asked if I could volunteer. Once I took a tour, I was hooked. I signed on to do personal shopping; we treated customers like they would at Nordstrom. Then I got involved in committees for big fundraising events.
Q: What made you want to volunteer? A: The tour, absolutely. When you are there and see the energy and vibe of everyone, well you just don’t find that anywhere else. They all feed off of each other and it’s such a positive environment. When you attend a tour and see all that they do, it’s hard NOT to be involved.
Q: Do your friends volunteer also? A: I’ve met a lot of people here and I am trying to get more friends involved; A lot of them are still working so it’s hard to get them involved when they have so many other things to do, but even the smallest donation can help. I encourage friends also, if they do not have physical time to commit, to shop at one of the hangar or thrift stores. Ninety cents of every purchase goes directly into Working Wardrobes.
Q: What is your favorite part of this organization? A: I would say, come with me—take a tour. Once you’ve taken a tour and see what’s involved, you’re hooked for sure. A lot of people have never even owned a suit before. When they put one on, man do you see a difference. When you see something like that, you can’t help but get involved.
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ORIGINAL RESEARCH Q: What is a unique aspect of this organization? A: The graduations that they do are so cool. They get grooming, and outfit, pictures and lunch. It’s such a huge success day which is just inspiring to see.
Q: Do you donate as well as volunteer? A: I do both! Everything and every way I can be involved, I will be.
Q: How long have you been with the company? Q: How long have you been with the company?
Ellen Papadakis - DONOR Speaking with Ellen Papadakis, a senior who donates to Working Wardrobes yearly, among many other Orange County charities, gave us more insight into the reasons people love helping this particular cause. She first heard about the non-profit by a good friend who helped set up the VetNet program. She began to attend the events and fundraisers that she describes as “not typical charity events. They develop unique themes in great locations-- the events are interesting and really fun!” Papadakis has a specific bank account solely for donating to charities, and loves knowing exactly where the money goes (and knowing it won’t be wasted on funding administration, for exampe). She likes being able to see the exact results of her donations instead of not knowing exactly how her money is being used, and this is made possible when Working Wardrobes clients share their success stories at fundraising events. Papadakis enjoys seeing the way Working Wardrobes helps people from beginning to end—she finds the entire concept really great, that the organization not only gives clients professional dress, but it offers customer service certification, workshops, interview and resume help, among many other services to help boost peoples’ self-esteem in the workforce (and life).
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ORANGE COUNTY
TREND RESEARCH
In Orange County the currently unemployment rate is roughly between 5-6 percent. Though this rate has dipped from recent years, it is largely at cause of the shrinking labor force in Orange County. Last year between September and October, the OC’s job market grew a little bit as businesses added a total of 21,000 payroll positions, which were led by a jump in construction activity. Some of the reason for this dip is because some workers simply stopped job hunting. The OC Register claims that the economy is not yet generating the type of momentum and job growth that it needs to, to help alleviate these growing problems in the OC. Because of the increasing need for jobs in Orange County, the need for organizations such as Working Wardrobes is becoming more relevant. There are currently many local organizations working towards helping this cause. Some or geared specifically towards veterans, some towards homeless and various towards unemployed/low-income individuals. These organizations all rely heavily on volunteers and donations of every sort. For example, every year Newport Beach’s Northwestern Mutual parters to support a local charity. This past year, they did this by partnering with Chapman University’s Toyota 5K. They use partnerships to help raise money. The OC Goodwill offers consignment stores as well as additional programming in areas such as: job exploration, bilingual services, personal development, etc and has helped 673 people start new jobs with their help. Overall, unemployment in Orange County is a growing problem, and there are many organization in place to help combat this issue by offering various services and donations to help build and re-build morale of those affected as well as help steer these individuals on the track to a better, more positive life. A very effective method in gaining awareness for causes is in partnerships with larger organizations and businesses to have a broader reach and to gain more monetary contributions as well as future awareness for the non-profit by the larger companies’ connections. These trends are extremely good opportunities for our client because since they are competing with other similar organizations, raising awareness through various events and partnerships is essential for their growing.
CALIFORNIA Recent statistics state that the unemployment rate in California is 8.3%. As the economy continues to recover, and unemployment rates go down, there is a always a great need for people of all walks of life to find employment. Jobs are certainly opening, but without proper dress, training, and preparation, it is very difficult for some people to enter the workforce. This is one of the many reasons why organizations continue to pop up that offer support and a working wardrobe to both women and men in California and around the world.
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TREND RESEARCH
There are several non-profit organizations with offices scattered around California that help empower men and women who are entering or re-entering the workforce. Some of these non-profits include Women Helping Women, Wardrobe for Opportunity, Career Closet, Good Hearted People Inc., Dress For Success, Desert Best Friends Closet, and Image For Success. Most of these organizations provide wardrobe essentials/accessories for the workforce, as well as offer career training, resume review, job searching, interview preparation, etc. in mostly one-on-one situations with staff and volunteers. All recognize the importance of presenting yourself properly and building self-confidence before entering the workforce. Most clients of these organizations have been negatively affected by the recent job market decline and have low-income since the drop in economy. There are clothing boutiques and offices created by most of these organizations that help empower employment success and get the word out. The need for building self-confidence before entering the workforce and interviewing for jobs is ever-present in our world today, and these organizations all recognized the need to help with this growing issue. These organizations are usually volunteer and donation based, with opportunities for partnerships and events to raise money and gain public awareness. A trend I found in these organizations is hosting weekly, monthly, and/or annual events. Women Helping Women raises money through events such as a luncheon/fashion show, prom shopping/image consultation, and quarterly Saturday clothing sales. Career Closet seeks local companies to provide internships to clients. Dress For Success launched a photography book empowering 20 women; this organization also has seasonal sales, open houses, and fashion shows. Another trend I noticed in these organizations is having partnerships. As an example, Working Wardrobes teamed up with OC Fashion Showcase. These are just a few examples of promotions and partnerships that these type of non-profits tend to do.
NATIONAL In searching national news for stories related to non-profit organizations similar to Working Wardrobes I found several trends. Several articles I found discussed organizations similar to Working Wardrobes in their mission, providing clothes for underprivileged and low-income individuals and families to assist in job search. However, the Working Wardrobes model makes it rather unique. Organizations like Dress for Success slightly mirror the model of Working Wardrobes, providing clothes and job search assistance and training, but Working Wardrobes’ additional thrift and boutique resale stores set it apart. In addition, Working Wardrobes offers a greater availability of services to the general public while organizations like Dress for Success require a referral and a pre-scheduled job interview before receiving any assistance. A Texas based organization similar to Working Wardrobes, Blooming Butterflies, Inc. received national press on the Huffington Post and has an almost identical model to Working Wardrobes. The Blooming Butterflies founder combined her discount consignment stores
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TREND RESEARCH Many organizations that offer services similar to Working Wardrobes’ provide them only to niche groups of people, such as people who have just been released from prison, gender specific groups, etc. The typical model of raising funds tends to rely on donations only, while Working Wardrobes relies on donations as well as revenue from their thrift stores and higher end Hanger Boutique. Press opportunities seem to be in cable news or online/print news media. Stories about how similar non-profits operate and examples of wardrobe ‘transformation’ work were common throughout my research and there seem to be media opportunities in similar pitches.
INTERNATIONAL The international unemployment trend research exposes the extent of global economic influence and interrelation. The biggest trend I found in economic reports starting from the 1900’s show how each country’s financial pattern reflects each other’s on a global scale. While each country’s unemployment rate may differ, the international unemployment pattern has been the same in the past century, creating a perpetual need for organizations providing workforce skill training. The unemployment rate in the United States of America averaged 7.4% in 2013 and many other countries are witnessing a continued increase from an even higher unemployment rate. The research also puts the American unemployment rate into perspective; while there are organizations like Working Wardrobes actively working to get so many people back into the work force, other countries are battling an unemployment rate four times ours. For example, Spain’s unemployment level recently increased to 26%, coming dangerously close to the country’s highest peak of 27.2%, which again, emphasizes the need for job training facilities such as Working Wardrobes. Many European countries are government-funded when it comes to programs that train those who have difficulty finding work. I discovered there are not very many international organizations that help the unemployed, especially those who are looking for white-collar jobs, or have lost the confidence to get back on their feet. There is a larger focus on the homeless, like the Suits for Success campaign in the United Kingdom, rather than the job-less – not taking into consideration that the two do not necessarily go hand in hand. I believe this will give Working Wardrobes its principal publicity point. Working Wardrobes distinguishes itself because this nonprofit trains, educates, ignites confidence and provides the necessary resources for people in the contemporary workforce. It is not focused on providing goods for the homeless or stimulating Goodwill-like jobs. Working Wardrobes gives people the opportunity to re-brand and re-build themselves, creating the self-confidence needed to go on the job hunt. Looking at the international trends relating to Working Wardrobes, I think our client will have a consistent amount of people seeking job training without enough awareness or funds to support the program. Our campaign will address these issues and give Working Wardrobes a larger presence in the community.
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PRELIMINARY KEY PUBLICS 1. Current clothing donors 2. Potential monetary donors 3. Current monetary donors 4. Potential monetary donors 5. Potential partner agencies (drug rehabilitation, domestic violence programs, etc.) 6. Current partner agencies (drug rehabilitation, domestic violence programs, etc.) 7. Unemployed Orange County veterans 8. Current corporate partners 9. Potential corporate partners 10. Government employment programs 11. Orange County Veterans Service Office 12. Current customers at The Hanger Boutiques and Working Wardrobes thrift shops 13. Current customers at The Hanger Boutiques and Working Wardrobes thrift shops
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BIBLIOGRAPHY Dress for Success empowers women in need. (2014, January 31). Retrieved February 14, 2014, from WRAL website: http:// www.wral.com/dress-for-success-empowers-women-in-need/13350528/ Article/news report discussing non-profit organization Dress for Success and their work with local North Carolina people looking for work. McCauliffe, J. (2014, February 2). Clothing coordinator Old Forge woman manages nonprofit Clothes Line for Men. Retrieved February 15, 2014, from The Times-Tribune website: http://thetimes-tribune.com/lifestyles/clothing-coordinator-old-forgewoman-manages-nonprofit-clothes-line-for-men-1.1623933 Article discussing program for men, disabled people, and more to assist in employment search. Tichy-Smith, L. (2014, January 21). Fashion show fundraiser helps those in need to dress for success. Retrieved February 14, 2014, from News-Press website: http://www.news-press.com/article/20140122/COASTAL_LIFE/301160042/Fashion-showfundraiser-helps-those-need-dress-success Article about fashion show fundraiser that helps those in need and assists in supporting job search. Michelle Puckett, Consignment Store Owner, Uses Designer Clothing To Bring New Hope To The Unemployed. (2014, February 14). Retrieved February 17, 2014, from The Huffington Post website: http://www.huffingtonpost.com/2014/02/14/michelle-puckett-design-e_n_4781452.html Michelle Pucket’s consignment boutique and nonprofit support job search and the unemployed. Adams, Theresa. “Wardrobe For Opportunity helps job-seekers dress for success.” Oakland North. 20 July 2012. Web. 15 February 2014. <https://oaklandnorth.net/2012/07/20/wardrobe-for-opportunity-helps-job-seekers-dress-for-success/>. Oakland-based non-profit’s office is centered around a “shopping experience” that is complete with a personal stylist. This organization provides services to men and women in need of professional dress and employment, which is very similar to Working Wardrobes. “California Unemployment Rate Drops.” CBS San Francisco. 24 January 2014. Web. 16 February 2014. <http://sanfrancisco. cbslocal.com/2014/01/24/california-unemployment-rate-drops/>. This article focuses mainly on San Fransisco and other northern California counties’ unemployment rates. I was able to find the current California unemployment rate of 8.3%, which has gone down in just this past month.
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BIBLIOGRAPHY Dress For Success. Web. 15 February 2014. <http://www.dressforsuccess.org/home.aspx> Dress for Success’ headquarters is located in New York, but I found some of their events and promotions to be very in teresting. They host dinners, auctions, open houses, seasonal sales, and fashion shows. These are just some ideas that Working Wardrobes could use as marketing materials. Drew, Liz. “Perfectly Suited: Tredway Lumsdaine & Doyle LLP, Working Wardrobes Stitch Together Classy Philanthropic Endeavor.” 4 June 2012. Web. 16 February 2014. <http://www.businesswire.com/news/home/20120604006136/en/PerfectlySuited-Tredway-Lumsdaine-Doyle-LLP-Working#.UwKrjSiRnww>. This article is about Working Wardrobes’ partnership/campaign with Tredway Lumsdaine & Doyle LLP, hosting success event and a clothing drive. The clothing and donations coincide with a Men’s Warehouse suit drive as well. National Suit Drive. Men’s Warehouse. Web. 16 February 2014. <http://www.menswearhouse.com/webapp/wcs/stores/ servlet/ContentAttachmentView?contentName=MW4ABTnsdHome.html&catalogId=12004&top=&parent_category_ rn=&categoryId=&langId=-1&storeId=12751>. For seven years, Men’s Warehouse has done a national suit drive with non-profit partnerships all across the nation. This suit drive involves over 150 non-profits, and I think this is an extremely good idea for non-profits to get involved with partnerships like this. Working Wardrobes benefits greatly from this event. “OC Fashion Showcase Announces Its Non-Profit Partnership with Working Wardrobes.” Fashion Retailers Press Release. 8 March 2012. Web. 15 February 2014. <http://fashionretailers.groupsite.com/beta/discussion/topics/542702/messages>. This article is about the partnership between the OC Fashion Showcase and Working Wardrobes who in 2012 dedicated themselves to engaging the community in fashion, networking, and jobs. The OCFS donated a percentage of its pro ceeds to the organization as well co-sponsored a job fair for the organization. Wardrobe For Opportunity. Web. 16 February 2014. <http://www.wardrobe.org/default.aspx>. Wardrobe For Opportunity is a very similar organization to Working Wardrobes, so I thought it was a great non-profit to research and figure out how they promote themselves.
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