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December 4, 2012 Mollie Caiella, Rob Calabro, Alyssa Cardelfe, Greg D’Amico, Kristine Erickson


Background:

Headbands of Hope is a one-for-one company that raises money for childhood cancer by selling headbands to girls of all ages. For every headband sold, a headband is donated to a girl battling cancer and one dollar is donated to the St. Baldrick’s Foundation. Their overall goal is to help with the funding of research for childhood cancer, which will result in the discovery of a cure. They also aim to spread hope through all girls “one headband at a time.” Many girls faced with childhood cancer often go through chemotherapy, which makes them lose their hair. The headbands help girls battling cancer gain back a feeling of femininity that many girls lose when they lose their hair.

With the purchase of one headband, a girl with cancer gets a headband and one dollar is donated to St. Baldrick’s. The St. Baldrick’s foundation is a volunteer-driven charity committed to funding the most promising research to find cures for childhood cancers and give survivors long and healthy lives. The Foundation is a leader in the search for cures, funding more in childhood research grants than any organization except the U.S. government.

Jessica Ekstrom is the Founder and President of Headbands of Hope. As a junior at North Carolina State University, Jessica participated in a summer internship that changed her life and thousands of girl’s lives forever. Right before her 20th birthday, she worked for the Make a Wish Foundation of Central and Western North Carolina. One day while pulling her hair back, she thought about all the girls she encouraged that were loosing their hair because of cancer. Jessica Ekstrom decided to do Headbands of Hope to raise the girls’ self-esteem and hope.

Headbands of Hope currently has 23 different college representatives ranging from Florida State to Ohio State and all over the Carolinas. Their distributer that makes the headbands is located in Bismarck, ND. Vice President, Lauren Athey, an ECU Senior, said it was important for them to have their headbands made in the USA. Athey defined their company by stating, “Progress can’t be made without research, research can’t be done without funding and funding can’t be done without awareness. Headbands of Hope aims to start with awareness and end with a cure.”


SWOT Analysis

Strengths

Weaknesses

-Receiving a headband gives them hope and better self-esteem

-Headbands of Hope just started, so not many people know about it

-With the purchase of one headband, a girl with cancer also gets a headband

-Only one dollar is donated to the research foundation

-One dollar is also donated to the research foundation

-Fairly young people who have limited business experience run the organization

-Headbands of Hope is a growing organization

-Lack of funding yet

-Blogs including updates and information about headbands and stories Opportunities

-People in charge of the business have to balance the company while also being a full time student Threats

-Headbands of Hope plans to get more stores and corporate businesses

-Headbands of Hope has been running for lass than a year

-Eventually hire professional designers for the headbands

-Fear of the company falling through

-Host more public events for the children -Strong connection with students’ communities such as ECU and NCSU


Situation Analysis:

Headbands of Hope is an up and coming company, launched in April, 2012. Since they are such a young company they need help spreading awareness and getting their name out. Social media outlets are a great way to start spreading the news of a new company. This calls for the Headbands of Hope Facebook page and Twitter account to constantly be up to date and continuously post about events and updates from girls in remission. It is also important for campus representatives to host events on their college’s campus. This targets a large population of females at the age of 18-22 to support Headbands of Hope by purchasing their products. The young female population is also a good target of word-of-mouth marketing.


Core Problem/ Opportunity Statement: Headbands of Hope aims to fund research for childhood cancer and spread hope in all girls, one headband at a time. We need to build brand awareness and initiate a strong cause-related market.


Public Profiles:

1. ECU Student’s Demographics: East Carolina students make up a large portion of the population in Greenville, NC. The majority of students are located on or within miles of ECU’s campus. The ages of students on campus ranges from 18 to mid-20’s and according to Collegeboard.com, 58% of students enrolled are made up of females. Considering the majority of students at ECU are females, they would take interest in Headbands of Hope due to its one-forone cause that also sets a fashion statement.

Current Relationship with Headbands of Hope: ECU students are slowly becoming aware of the product and its cause due to an article in The East Carolinian and word of mouth.

Influentials: Social media, peers and family members (word of mouth), magazine and newspaper articles, on-campus events/booths, flyers

Self-Interest:


Many college students are interested in ways to make a difference in the world or in their community. A one-for-one product like this gives students the opportunity to help those in need and also make a statement in the community.

2. Mother and Daughter Demographics in Greenville, N.C: Greenville, NC is not simply a college town; many families live among the crowd of college students. Mothers and daughters of those families would be the specific target buyers of the headbands offered by Headbands of Hope. Once grasping a child’s attention for such product, one would assume the parents would then take interest of not only what products Headbands of Hope offer, but also the cause the organization helps.

Current Relationship with Headbands of Hope: The relationships Headbands of Hope has with mothers and daughters in the Greenville area have not been formed, yet.

Influentials: Word of mouth from colleagues and friends, The Daily Reflector articles, flyers at schools, Bob 93.3 radio advertisements


Self-Interest: Many little girls wear decorations in their hair to wear as a fashion statement. Mothers would not only approve of their daughters having a product they can wear to decorate their hair but also a headband is given to a child with cancer and one dollar was donated to the St. Baldrick’s Foundation.

3. Stores in Greenville (Boutiques) Uptown Greenville has many stores located near the ECU campus. Clothing stores and boutiques in that area would be a great place to market the headbands made by Headbands of Hope since no retailer has yet to do so. By offering the product in different stores and boutiques Uptown, non-ECU students will hear about Headbands of Hope and become potential buyers.

Current Relationship with Headbands of Hope: There is currently no direct relationship between Headbands of Hope and stores in Greenville.

Influentials: Social media, advertisements in local newspaper The Daily Reflector, radio advertisements on Bob 93.3


Self-Interest: Stores in the Uptown area would be the first to sell the headbands, which will ultimately earn more business and attract more customers. The headbands offered would match what the retailer is selling since hair accessories go great with clothes. The money from the sales of the headbands goes to a great cause and is also tax deductible.


Goals & Objectives:

Goal: Headbands of Hope needs to build brand awareness and initiate strong causerelated market.

Mission Statement: Our mission at Headbands of Hope is to fund research for childhood cancer and spread hope in all girls, one headband at a time. Objectives: -Increase headband sales by 30% by the end of the school year -Introduce Headbands of Hope to stores, and have them sold in AT LEAST 1 stores in Greenville -Put an ad in the newspaper once a week until the end of the school year (The East Carolinian) -Obtain 1,000 “likes� on Facebook by the end of the semester -Obtain 500 followers on Twitter by the end of the semester -Update social media sites once per day -Get sororities to support/hold at least 1 event for Headband of Hope


Messages:

Primary Messages “Headbands of Hope” provides affordable, stylish headbands that when purchased, benefit a girl going through cancer treatment & childhood cancer research. Help spread hope one headband at a time!

Secondary Messages -For every headband sold, one is donated to a girl with cancer -With that same purchase, $1 is given to the St. Baldrick's research foundation. -Headbands of Hope is constantly introducing new styles of headbands, clothing -Glitter Bands -Twist Bands -Public Interaction: When you purchase a headband we will give you a card to write who you “give hope” for. We will then post these photos on our websites/social media sites -Headbands of Hope has monthly specials & special events: Double Donation week (Every headband purchased results in 2 girls getting headbands and $2 being donated to St. -Baldricks) -Your purchase starts with awareness and could end with a cure


Strategies and Tactics:

Mothers and Daughters

Strategy one: Target mothers and daughters through emotions Tactics • • •

Share stories and pictures on company website Distribute flyers in schools, daycares, and camps Play radio ads tailored to appeal to emotions

Strategy two: Increase recognition of brand name in Greenville Tactics • •

Run ads in The Daily Reflector-(one per week) Run radio ads at Pirate Radio-(two per day)

ECU Students

Strategy one: Create alliance with ECU students through social media Tactics • • •

Keep Facebook/Twitter page updated Share stories and pictures on Facebook/Twitter Offer promotions on Facebook/Twitter

Strategy two: Host special events targeted towards students Tactics • •

Set up an information booth outside of Dowdy student store Sponsor a 5k run


Strategy three: Increase recognition of brand name in Greenville Tactics • •

Run ads in The East Carolinian-(one per week) Run radio ads at Pirate Radio-(two per day)

Boutiques

Strategy one: Improve relationships with dealers through face-to-face communication Tactics • •

Meet face to face regularly with store managers Get uptown Greenville to sponsor/adopt the product

Strategy two: Facilitate two-way communication about Headbands of Hope between boutiques and customers through social media Tactics •

Encourage boutiques to advertise on Facebook/Twitter

Strategy three: Increase recognition of brand name in Greenville Tactics • •

Run ads in The Daily Reflector-(one per week) Run radio ads at Pirate Radio-(two per day


Headbands of Hope

Dates

PR Campaign Plan until end of 2012

Nov. 2012

Dec. 2012

Jan. 2013

Strategy 1: Target mothers and daughters by appealing to their emotions Tactic: Sharing stories/pictures on website

X

X

X

X

X

X

X

X

X

Tactic: Local radio advertisement, Bob 93.3

X

X

X

X

Tactic: Flyers through schools, daycares, camps

X

X

X

X

X

X

X

X

X

Tactic: Advertisement in local newspaper, The Daily Reflector

X

X

X

X

X

X

X

X

X

Tactic: Local radio advertisement, Bob 93.3

X

X

X

X

Tactic: Promote on Facebook /Twitter

X

X

X

X

X

X

X

X

X

Tactic: Keep Facebook/Twitter updated

X

X

X

X

X

X

X

X

X

Tactic: Share pictures/stories on Facebook

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

Strategy 2: Increase brand name among mothers and daughters in Pitt Co.

Strategy 1: Target ECU Students through social media

Strategy 2: Target ECU students through special events Tactic: Sorority sponsored 5K

X

Tactic: Booth at Dowdy Strategy 3: Increase brand name among ECU students Tactic: Advertisement in school newspaper, The East Carolinian

X

X

X

X

Tactic: School radio advertisement, Pirate Radio

X

X

X

X

X

X

X

X

X

X

X

X

X

Tactic: Advertisement in local newspaper, The Daily Reflector

X

X

X

X

X

X

X

X

X

Tactic: Local radio advertisement, Bob 93.3

X

X

X

X

Strategy 1: Target stores/boutiques through social media Tactic: Encourage stores/boutiques to advertise product on Facebook and Twitter Strategy 2: Increase brand name among stores/boutiques

Strategy 3: Improve relationship with dealers Tactic 1: Meet face to face with representatives

X


Budget

Tactics

Costs

Advertisement (Newspaper) -The East Carolinian -Weekly rate (8x11)

$100

-Monthly rate (8x11)

$400

-2 months (8x11)

$800

-The Daily Reflector -1 ad per week

$150

Sponsoring in Special Events at ECU -Sponsor a 5k -Sorority hosts event -Headbands for Hope will donate money

$300

Radio Advertisement -Pirate Radio -60 ads for 30 days

$600 (20$/ad)

-2 ads a day

Flyers -Distributed at schools and daycares -500 copies ($70 for paper)

$170


($50 for ink) ($50 for ink)

-Personnel costs

$40

($10/hour) -Design, delivering, cutting, printing

$90

(15$ for material (tape, staples, scissors) (75$ for delivering, cutting and designing flyers) Booth -Outside dowdy -Setup costs

$15

($15/hour) -Supplies

$30

-Posters ($20) -Markers ($6) -Staples ($4) -Display Tables ($0)

Brochures -Personnel costs (designing and writing)

$30

-Hourly rate -3 hours x $10/hour -500 copies ($70 for paper) ($50 for ink)

Facebook

$120


-300 Likes

$0

Twitter -300 Followers

$0

Total

$2,345


Key Publics

Self-Interests

Messages

Influentials

Objectives

Strategies

Tactics

Moms & Daughters

Interest in helping others less fortunate

Headbands of Hope wants to appeal to the sympathetic side of mothers and daughters and focus on emotional aspects

-Other moms and daughters

-Increase brand awareness

1) Emotional

-School

-Increase sales

Share stores an childhood canc ads, flyers for sc daycares

College students are always looking for ways to impact society, purchasing a headband from Headbands of Hope is a small yet fashionable way to help out a good cause

-The East Carolinian

-Increase brand awareness

-Word of mouth

-Increase social media exposure

Boutiques sell trendy items that can increase sales. Headbands of Hope can easily be displayed and sold at the front counter where costumers check out. This would increase store sales and also present a positive image for the store

-Sales people

ECU Students

Boutiques

Interest in affordable accessories, helping others, and spreading awareness for a good cause

Interest in spreading awareness, representing a positive image, selling trendy products, and increasing store sales

2) Increase brand name in Greenville

-Media

-Social media

1) Social Media 2) Special Events 3) Increase brand name in Greenville

-Increase sales

1) Share stories Facebook and T updated, promo and Facebook

2) Set up a boo Dowdy Student sorority to spon

3) Ads in newsp

-Distributor of company -Demand

-Increase brand awareness -Get product into more stores

1) Social Media 2) Increase brand name in Greenville 3) Improve relationships with dealers

Evaluation Criteria and Tools:

Objective 1

Criteria: Increase sales by 20% by the end of 2012 Tool: Compare sales from before PR campaign and from after

Objective 2

Criteria: Increase social media awareness by gaining 700 followers on Twitter and

1) Encourage b advertise produ Facebook

2) Ads in newsp

3) Meet face to get Uptown Gre and promote pr


3,000 likes on Facebook by the end of 2012 Tool: Update Facebook and Twitter frequently and post about promotions and events

Objective 3

Criteria: Get product into 3 boutiques in Greenville by the end of 2012 Tool: Keep record of newly added boutiques

Objective 4 Criteria: Increase key public awareness by 20% by the end of 2012 Tools: Survey publics; email ECU students, survey boutique owners face to face, and survey moms & daughters (at schools) face to face.


Tactical Tools:

Radio Transcript: Childhood cancer takes the lives of more children in the U.S. than any other disease - in fact, more than many other childhood diseases combined. Headbands of Hope provides a movement to spread hope in all girls and fight in the battle against childhood cancer, one headband at a time. For every headband purchased, one headband will go to a girl with cancer and $1 will be donated to the St. Baldrick's Foundation to fund life-saving childhood cancer research. Visit www.headbandsofhope.org to learn more and help spread hope today.


Newspaper Ads:

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Awareness Survey:

Have you heard of Headbands of Hope? Yes

No

How did you hear about Headbands of Hope? Facebook

Twitter

From a friend

In stores

At school

Other:

Would you support this product? Yes Why/Why not? :

No

Newspaper

Radio


Product Samples: Classic- $14.85

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Skinny- $14.85

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Glitter Bands- $9.75

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Lace- $11.85

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Hope Shirt- $15.50

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Client Interview:

COMM4180 PR Strategies Spring 2011 School of Communication ECU Client Interview Questionnaire <as of 01/29/2011> ** Use this list for the client interview. However, don’t forget to adjust this list or add some new questions accordingly, so that the whole questions work for the best results. <About Organization> 1. Please tell us about your organization and/or issues in terms of: a. History, size, growth: Is there any history about your organization that we need to know to work for you? Launched company in April -Founded by 20 year old senior @ state— got the idea from her summer 2011 internship for make a wish—wanted to make a difference. JESSICA EKSTORM. --SIZE: 23 diff college reps rage between Florida State Ohio State all over Carolinas, marshal, ect. - DISTRIBUTUER “my sunshine shoppe” out of bizmark ND. “It was really important for us to have our haead bands made in USA—for each headband sold one gets donated to a girl battling cancer and a $1 is donated to the st. baldrics foundation “(their beneficiary.) b. Mission (or mission statement): “Headbands of hope aims to spread home in all girls, one headband at a time” c. Scope of business, including sales history: d. Company reputation: all positive, everyone is just becoming aware of company just now gaining popularity e. Competence: 2. Do you or does your organization have goal(s)? If yes, what are your goals for this year? Or, what is the purpose of the project X? Be flexible to ask their shortterm (a year), mid-term (3-4 yrs) or long-term (5yrs). Over all goal is to help with the funding of childhood cancer and find a cure “progress can’t be made without research, research can’t be done without funding and funding can’t be done with out awareness. Headbands of hope aims to start with awareness and end with a cure.” -L wants to be able distribute to at least 50 diff hospital in USA— and all hospitals in NC (been to Levin’s children’s, wake med, LA children’s hospital.)


-Main goal right now is want to be able to get into the duke children’s hospital 3. Is there any history about your organization that we need to know to work for you? Whenever they get a certain amount of orders/headbands sold—they send a box of headbands to the st. baldrics foundations and they distribute them to hospitals <Core concerns/problems> 4. What are the main concerns that you or your organization has? -A lot of people don’t take us seriously bc were so young but we’ve learned that we just need to embrace our age and roll with the punches—all the parents really respect us its just hard getting to that point -hard to work with businesses, we have a headbands in some stores but its hard to work with them bc were so young and the don’t take us seriously 5. What are the main problems that you want to solve the most? -Ultimately help with finding a cure for cancer—there’s a lot of organizations that raise $ for cancer but only 10% of that money goes towards childhood cancer—in the US 1 in 5 children diagnosed w cancer wont survive -2/3 of childhood cancer will have long lasing conditions bc their bodies have not developed when they get cancer 6. What do you think your organization’s strength, weakness, opportunity and threat? STRENGTHS- our passion- this is what we want to do- we both counteract each other – Jessica wants to see immediate results but I help her in seeing the long term goals, we make a good team, we also have people all over the US representing us were not just in North Carolina. WEAKNESSES: our age and that we don’t have a lot of funding to start we cant give out free things, basically our financial status bc were so young and also we cant devout all of our time bc were both in college—hopefully this will change in the future. THREATS: no threats- its hasn’t even been a year and we’ve already accomplished so much. OPPORTUNITY: plan on spreading – hoping to get into stores and cooperate places—I want to be able to get a headquarters one day – want to get big enough to have designers ect—we have to supplies and passion and will to get into these stores and have more events for the children. <Target publics> 7. Who are target audiences? Who are you trying to reach specifically? -Everyone—plan to help the families and children—TARGET is women and young girls 8. Are there specific publics where there are more concerns? Women and girls


GOALS: WANT TO START A BOYS LINE EVENTUALLY--- BANDANAS? 9. What can you tell us about your audiences? Or, who are you trying to reach? Young girls with cancer 10. Have there been things that people have wanted that you keep provide? 11. Have there been things that people have wanted that you’ve not provided? <About Competitors & market situation> 12. Who do you view as your competition? -Not really competition BC if there are other companies out there doing what were doing, that’s awesome. Were not doing for the money were doing for the cause. Non profit organizations also have competitors. 13. How would you evaluate current market situation? For it being 6 months into it I would say were doing excellent—each month sales are higher and the more we sell the more girls we can help. <Current Communications> 14. Do you have a communications plan in action currently? If so, have you seen any success yet? -we have a facebook, twitter, istagram, website, we have a newsletter that goes out through email, flyers and business cards we give out. 15. What key messages are you currently using? -Were not necessarily a non-profit were one for one and that were not in this for the money were in this for the cause 16. Which media have you used to disseminate the messages? -facebook has really help and that has a link to our website where you can order online, also word of mouth 17. What messages are you giving out, about your activities and events? What do you want people to get?

18. Do you advertise in newspapers, magazines, TV, radio and/or the World Wide Web? If so, where do you advertise? Also, can we see samples? 19. Do you send story ideas about your organization to newspapers and other media? If so, can we see examples?


-We’ve been in the fitness mag, family circles, monster blog, want to be athlete, lake Norman mag, charlotte observer, n&o, the technician, been on my Carolina today show (LISTED ON WEBSITE) 20. What publications do you have on your company that we can review? (WEBSITE) 21. How much newspaper coverage do you receive? (website) 22. Do you convey messages through email or through word of mouth? -email news letters, word 23. Do you have anyone on staff who is specifically responsible for communications? No, not yet—we haven’t gotten that big yet, everyone just does their own area 24. What is your time frame for the (or our) communications plan? Just going with the flow, the opportunities that land on us we take

<Events> 25. Do you currently hold any special events? Is so, what are they and who usually attends? How do you promote those events? -We’ve done the get healed 5k- we go tot that, city of oaks marathon, bogging mom conference in Cincinnati (everyone who attends write cards to girls and help package the headbands) boutiques will have a 10% day where everything thing they sell 10% goes to st. baldrics and if you buy anything there you get a free headband. Sept 1 was the kick off for childhood cancer awareness month—offered free shipping before the first, spread word on fb for everyone to wear headband on sept 1—also featured in fashion shows.

<Images: general> 26. Is your logo recognizable? Yes 27. What is ideal image of your organizations? Or, what image do you want to achieve? -That were doing for the cause and we just really want to help girls—“spread hope


one headband at a timeâ&#x20AC;? <General> 28. What do you hope we will provide for you? -Awareness and popularity 29. What can we do for you? Help spread awareness of our company and our mission.


Headbands Of Hope PR Plan