Page 1

EMILY Chu

EMILY Wood

TRANG Phan

MINH Pham

FUMI

Kamigama


WHAT IS TO WRITE LOVE ON HER ARMS

To Write Love on Her Arms is a non-profit organization dedicated to presenting hope and finding help for people struggling with depression, addiction, selfinjury and suicide.


H

I

S

T ☐   

 

 

J A M I E T W O R K O W S K I  

O

R

Y

Founded in Spring of 2006 in Florida Inspired by Renee Yohe: struggling with addiction, depression and self injury Began making t-shirts to fund treatment costs Grew and gained outside attention  non-profit it is today


STRENGTH   High

social media and online community involvement   Strong

presence in alternative music community   Intimacy

of small size of the nonprofit

WEAKNESS   Little

brand awareness   No

marketing or advertising to general public   No

physical manifestation of organization

OPPORTUNITY   Growing

industry

non-profit

  Rise

of digital culture   New

movements focusing on hope and encouragement

T H R E A T   Competition

from similar non-profits   Recession

influencing donations   Lack

of audience of mainstream organizations

S W O T

A N A L Y S I S


I N D U S T R Y        

A N A LY S I S

Non-profit industry is expanding Economic recession = less money Organizations find new ways to get attention Use of Web-based media and celebrities


COMPETITOR

A N A LY S I S

PERSONABLE

MUSIC

PROFESSIONALISM

TWLOHA

Yes

Yes

No

Music Saves Lives

No

Yes

No

Suicide Prevention Action Network USA

No

No

Yes

I Am Second

Yes

No

Yes


- Apathetic - Few knew the organization - A holiday - A band?

SUGGESTIONS

5 people 10 questions

OBSERVATION

FOCUS GROUP

CONSUMER RESEARCH - Awareness - Social media marketing - Print & broadcast media - Positivity & hope


T

A

R

G

E

T

I

N

G

 

Suicide is the third leading cause of death among 15-24 year olds.

 

For youth aged 10-14, the suicide rate has doubled in the last two decades.

 

2 out of 3 of those suffering with depression do not seek treatment.


  CURRENT

TARGET MARKET is 14-21 year old males/females   EXPAND to 12-25 year old males/ females PRIMARY AUDIENCE: People who are actively struggling with depression, self-injury habit and substance addiction.

SECONDARY AUDIENCE: People who are highly susceptible to depressionrelated issues due to their home or school situation.


Raise awareness about depression and TWLOHA   Link emotional benefits associated with TWLOHA   Hope, seeking help, and belonging in a community  

O B J E C T I V E S


S

T

R

A

T

E

G

Y

POSITIONING: To males and females ages 12-25 struggling with DEPRESSION, ADDICTION, SELF-INJURY and SUICIDAL tendencies, To Write Love On Her Arms is a non-profit movement with a DEDICATED COMMUNITY focused on providing treatment and recovery through ENCOURAGEMENT, HOPE and MEANINGFUL RELATIONSHIPS.

VALUE PROPOSITION: BELIEVE IN HOPE. BELIEVE IN YOURSELF.


C R E AT I V E C O N C E P T   Print

Ad   Internet Presence  Viral Videos  Out-of-home Advertisements  Commercial


PRINT

ADVERTISEMENT


PRINT ADVERTISEMENT


W E B S I T E B A N N E R S

INTERNET

PRESENCE


T

W

L O H A D NOVEMBER 13

A Y


V I R A L

V I D E O BROOKE


OUT OF HOME ADVERTISING

  13

U.S. venues (showcase smaller/intimate concerts)   Introduce

concertgoers to the brand in an intimate setting   Venues

will display advertisements from TWLOHA’s campaign during their shows   Exposure

to fans of different kinds of music while staying in a familiar setting


NEW OUTLETS FOR TSHIRTS INSPIRED STYLES:  

 

Partnership with artists to design a new line of shirts Cross promote to benefits both parties

DISTRIBUTION:   Shirts

currently found online and Hot Topic stores   Feature

shirts at new retailers such as: H&M, Nordstrom, Macy's, and House of Blues Stores.


C O M M E R C I A L


JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

PRINT Seventeen AP Magazines Alan Teen Vogue

Theresa Emily

Brooke

Emily Brooke Theresa

Brooke Mitch

Theresa Theresa

Emily

Brooke

ONLINE BANNERS Google

TWLOHA day (Nov. 13)

MTV.com Seventeen. com teenvogue. com CW.com tumblr.com

M

E

with spread

D

with spread

with spread

I

A

with spread

with spread

P

L

TWLOHA

A

N


JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

ONLINE VIDEOSYouTube

Video1 Video 2 Video 3 (Theresa) (Mitch) (Alan) short commercial

Hulu

Video 4 (Brooke) Video 3

Video 5 (Emily) short commercial

Video 6 (Rachel) Video 5

BROADCAST COMMERCIALS MTV VH1 ABC Family ABC FOX CW

Bi-monthly Bi-monthly Bi-monthly Bi-monthly Bi-monthly Bi-monthly

SUN

MON

TUE

WED

THUR

FRI

SAT

NETWORKS MTV VH1 ABC Family ABC FOX CW

C

O

3-5 PM 7-9PM

3-5PM

7-9PM

3-5PM 3-5PM 3-5PM 3-5PM

N

3-5PM 3-5PM

7-9PM

3-5PM 3-5PM 3-5PM

T

7-9PM 7-9PM

3-5PM 7-9PM

.


To Write Love On Her Arms  

presentation slides

Read more
Read more
Similar to
Popular now
Just for you