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MAMMOTH PRINTSHOP CAMPAIGN

Created By: Whitney Adams, Samantha Mays & Courtney Terry Auburn University

Dr. Susan Waters

PR Campaigns

April 27, 2010


April 1, 2010

Mammoth PrintShop Attn: Eric Graham 304 Alabama Street Auburn, AL 36832

Dear Eric,

On behalf of our group we would like to present to you our campaign proposal to increase awareness of Mammoth PrintShop. We believe that the implementation of our campaign will result in an increased awareness and business of your company within the Auburn Community. We are con�ident that our campaign is both effective and strategic. It has been a pleasure working with you and the Mammoth team in developing our campaign. Please feel free to contact us at any time if you have any questions. Thank you and War Eagle. Sincerely, Whitney Adams 678.794.6332 adamswt@auburn.edu Samantha Mays 205.529.5840 mayssam@auburn.edu Courtney Terry 205.541.4618 terryco@auburn.edu


Table of Contents Executive  Summary................................................................................................................................................. 2   Situation  Analysis..................................................................................................................................................... 3   Theory .........................................................................................................................................................................14   Research  Summary................................................................................................................................................15   Campaign  Goals  to  be  Addressed ....................................................................................................................18   Campaign  Goals  and  Objectives .......................................................................................................................20   Explanation  of  Communication  Plan..............................................................................................................25   Special  Considerations  &  Potential  Limitations........................................................................................28   Evaluation  Plan .......................................................................................................................................................29   Bibliography .............................................................................................................................................................32   Appendix  A  –  Client  Survey................................................................................................................................33   Appendix  B  –  Client  Survey  Results ...............................................................................................................36   Appendix  C  –  Budget.............................................................................................................................................43   Appendix  D  –  Radio  Spot.....................................................................................................................................44   Appendix  E  –  Fact  Sheet ......................................................................................................................................45   Appendix  F  –  Flyer .................................................................................................................................................46   Appendix  G  –  Letter  to  Local  Schools ............................................................................................................47   Appendix  H  –  Letter  to  Local  Churches ........................................................................................................48   Appendix  I  –  Letter  to  Local  Businesses.......................................................................................................49   Appendix  J  –  Brochure .........................................................................................................................................50   Appendix  K  –  Web  site  Screen  Shot................................................................................................................51   Appendix  L  –  Twitter  Screen  Shot...................................................................................................................53   Appendix  M  –  Chamber  of  Commerce  Newsletter...................................................................................54   Appendix    N  –  Press  Release  for  Event .........................................................................................................56   Appendix  O  –  Postcard  for  Open  WEARhouse  Event..............................................................................57   Appendix  P  –  Frequently  Asked  Questions  (FAQ)  Sheet  ......................................................................58   Appendix  Q  –  Mailing  List  Form.......................................................................................................................59   Appendix  R  –  Calendar.........................................................................................................................................60   Appendix  S  –  Collateral  Material .....................................................................................................................65     *All  files  done  on  the  computer  are  burned  onto  the  CD  in  the  back  of  this  book.


Executive Summary The  goal  of  our  campaign  was  to  create  awareness  of  Mammoth  PrintShop  within  the   Auburn  community.  Our  group  was  able  to  come  up  with  a  campaign  targeted  toward  three   specific  audiences:  local  businesses,  churches  and  schools.  We  felt  that  it  was  important  to   narrow  down  our  target  audience  in  order  to  tailor  our  message  to  each  group.     We  began  by  first  gathering  information  and  conducting  research  about  the  organization.   Mammoth  PrintShop  had  recently  instilled  a  new  Web-­‐based  program  called  Constant   Contact  that  will  help  manage  its  clients  more  efficiently.  The  three  main  focuses  of  the  site   are  to  establish  e-­‐mail  marketing,  event  marketing  and  customer  evaluations.  With  this   resource,  we  were  able  to  send  an  e-­‐mail  to  all  of  Mammoth  PrintShop’s  clients  that  are  part   of  the  e-­‐mail  database.  This  list  included  1,624  active  contacts.  The  survey  gave  us  insight   into  what  clients  and  potential  clients  are  looking  for  in  a  screen  printer.     Mammoth  PrintShop  has  been  a  part  of  the  Auburn  community  for  six  years  but  would  like   to  make  their  public  relations  efforts  known  and  visible  among  the  local  businesses,  schools   and  churches.  Because  Mammoth  just  recently  moved  to  Auburn,  they  are  not  very  well   known  by  the  community.  Most  of  Mammoth’s  clientele  are  nationally  located.  Mammoth   Printshop  has  a  broad  client  base  with  clients  ranging  from  New  York  to  California.  The   company’s  reputation  with  its  clientele  is  one  of  quality  and  service.  To  reach  our  target   audiences  and  to  relay  their  reputation  to  the  Auburn  community,  we  came  up  with  many   innovative  objectives.     Our  first  action  objective  was  to  plan  an  event  that  would  not  only  gain  attention  of   Mammoth  but  would  actually  get  the  community  to  come  to  Mammoth’s  warehouse  and  see   first  hand  everything  about  their  company.  For  example,  we  created  a  postcard  for  the  event   and  mailed  it  to  Auburn’s  local  businesses,  churches  and  schools;  we  wrote  a  radio  spot  to   play  during  the  week  leading  up  to  the  event;  and  distributed  a  press  release  to  local   newspapers  and  to  the  chamber  of  commerce.  In  order  to  evaluate  the  turnout  of  our  event,   we  have  rendered  a  mailing  list  form  for  guests  to  fill  out.  Having  the  local  community  come   to  a  free  tour  of  the  facility  would  in  return  create  community  relations  and  a  better   understanding  of  Mammoth’s  company.  Another  way  to  get  information  out  about   Mammoth  was  by  sending  FAQ  sheets  to  our  local  groups  and  by  creating  a  brochure  about   the  company.  We  felt  that  not  only  increasing  awareness  of  Mammoth  but  increasing   community  relations  would  be  great  for  this  company.  We  believe  that  our  strategic   campaign  over  time  will  be  very  effective  in  gaining  awareness  of  Mammoth  by  Auburn’s   local  businesses,  churches  and  schools.     The  dissemination  of  information  will  greatly  affect  the  potential  outcome  of  expanding   Mammoth  PrintShop’s  local  business.  Mammoth  has  a  strong  commitment  to  resolve  this   situation  because  they  have  put  time,  money  and  resources  toward  the  cause.  If  Mammoth   PrintShop  is  committed  to  continually  putting  in  public  relations  efforts  to  ensure  that  the   goal  of  being  a  local  presence  in  the  community  will  one  day  become  a  reality,  the  team  will   be  successful.   2  


Situation Analysis  

Analysis of Organization Internal Environment History of Organization Mammoth  PrintShop  is  a  full-­‐service  screen-­‐printing  facility  specializing  in  handcrafted   products  and  designs  in  Auburn,  Ala.  Its  experienced  staff  is  trained  to  help  customers  with   their  order  from  start  to  finish,  from  finding  the  right  style  garment  to  creating  a  design  or   logo.   Owners  Eric  and  Jessica  Graham  have  more  than  15  years  of  screen-­‐printing  experience.   After  years  of  working  in  the  industry,  the  Grahams  decided  to  open  a  business  of  their  own   which  led  them  to  create  Mammoth  PrintShop.  In  2004,  after  working  with  borrowed   equipment  and  workspace,  they  moved  the  business  into  a  small  building  on  Pear  Tree  Road   on  the  outskirts  of  Auburn.  It  was  at  this  space  they  started  screen-­‐printing  with  just  one   little  purple  press  and  dryer.     Today  they  have  since  expanded  to  a  20,000  square-­‐foot  space  in  Auburn  Industrial  Park   and  are  the  largest  screen-­‐printing  shop  in  the  Auburn/Opelika  area.  Some  of  their  clients   include  VH1,  Burger  King  Studios,  Johnny  Cupcake  and  the  Bacon  Brothers.  T-­‐shirt  orders   can  range  from  24  to  100,000  shirts  depending  on  the  clients’  needs.  While  Mammoth   PrintShop  receives  most  of  its  business  from  Internet  orders,  they  plan  on  expanding  more   in  the  community.        

Summary of Planning The  employees  of  Mammoth  PrintShop  stop  at  nothing  in  order  to  bring  their  clients  the   best  customer  service  and  to  develop  their  products  in  the  most  efficient  way  possible.  For   this  awareness  campaign,  infinite  resources  are  available.  Other  than  the  obvious  resources   such  as  employees,  social  networking  sites  and  T-­‐shirts,  Mammoth  PrintShop  also  has  a   20,000  square-­‐foot  building  which  holds  the  screen-­‐printing  equipment.  Events  can  be  held   at  the  warehouse  as  long  as  the  risk  for  injury  and  liability  is  low.  As  a  member  of  the   Chamber  of  Commerce  in  Auburn,  Mammoth  PrintShop  is  able  to  announce  events  and  

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discounts  in  the  eXPRESS  newsletter.  Finally,  they  have  accessible  equipment  to  use  for   publicity  purposes  when  creating  flyers,  letters  and  brochures.     The  owners  of  Mammoth  Printshop,  Eric  and  Jessica  Graham,  find  excitement  in  giving  to   members  and  organizations  of  the  Auburn  area.  This  in  turn  satisfies  Mammoth  PrintShop’s   area  of  community  relations.  As  an  entity,  Mammoth  PrintShop  has  sponsored  many  athletic   teams  by  printing  free  T-­‐shirts  for  each  team  member.  They  also  give  free  shirts  to  students   participating  in  Fun  Runs  and  other  elementary  school  events  in  Auburn.  Finally,  Mammoth   PrintShop  sends  a  free  shirt  with  each  order  from  their  clients;  thus  strengthening  their   consumer  relations.    

Expanded Planning Performance The  quality  of  each  product  the  employees  at  Mammoth  PrintShop  send  out  to  their   customers  is  nothing  less  than  perfect.  The  employees  refuse  to  give  their  clients  a  product   that  they  would  not  wear  or  tote  around  for  themselves.  To  ensure  this  perfection,  Graham   created  a  system  where  every  employee  checks  each  product  to  be  sent  off  multiple  times   before  being  boxed  up.   Within  the  last  three  years,  the  quality,  efficiency  and  perfection  at  Mammoth  PrintShop   have  improved.  In  fact,  Graham  says  that  each  day  is  an  improvement  from  the  last  because   they  are  constantly  striving  to  create  the  best  product  for  their  clients.  Most  of  their   precision  is  due  to  their  vision  and  perception  of  the  screen-­‐printing  industry.  It  is  not   simply  a  business  or  a  career  to  make  profit.  Each  employee  sees  the  screen-­‐printing   process  as  a  craft,  a  form  of  art.  As  an  artist  takes  to  his  or  her  work  with  care  and  passion,   these  employees  treat  each  shirt,  bag,  or  hoodie  with  the  same  zeal.     Mammoth  PrintShop’s  greatest  asset  is  its  current  client  base;  however,  expansion  is  the   next  journey  Mammoth  PrintShop  hopes  to  embark  upon.  Nationally,  their  client  base  is   continually  growing  but  their  local  clients  seem  to  be  fairly  nonexistent  as  of  now.  Within   the  next  two  years,  Graham  hopes  to  improve  the  local  client  base  by  advertisements  in  the   Chamber  of  Commerce  newsletter,  an  open  house  event  inside  the  warehouse,  and  direct   mail  letters  sent  individually  to  local  businesses,  schools  and  churches.  Mammoth  PrintShop   can  also  improve  in  its  time  management.  Though  the  employees  take  pride  in  the  efficiency   and  quality  of  their  products,  Graham  believes  there  is  always  a  way  to  readjust  priorities   within  the  internal  system  so  that  the  process  runs  more  smoothly  and  adequately.    

Structure Mammoth  PrintShop’s  mission  statement  is:  “Our  passion  for  screen-­printing  serves  as  an  art   form,  not  simply  an  industry.  Therefore,  we  promise  that  outstanding  customer  service,   insurmountable  style  and  professional  care  will  live  as  core  components  of  our  business.   Regardless  of  any  situation,  we  have  no  intentions  of  following  the  course  of  the  legendary   Woolly  Mammoth.”    

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The  main  vision  for  Mammoth  PrintShop  over  the  next  few  months  is  to  expand  their   number  of  local  clientele.  In  order  to  make  this  vision  come  alive,  Graham  has  hired  a  public   relations  intern  for  the  semester  and  has  also  asked  to  participate  in  this  campaign  project.   Employees,  printing  equipment,  graphic  design  specialists,  and  space  are  all  available   resources  for  whatever  public  relations  efforts  may  be  established.  The  budget  has  not  been   discussed  for  any  communication  efforts  thus  far.  However,  if  an  event  becomes  part  of  the   campaign,  other  resources  available  consist  of  local  bands  and  local  businesses  that  have   agreed  to  merge  together  in  order  to  create  more  awareness  for  all  of  the  small  businesses   in  Auburn.     Within  the  next  three  years,  Graham  expects  all  available  resources  to  increase,  especially   with  the  cooperation  of  other  local  businesses.  Because  this  is  a  small,  family-­‐owned   business,  the  communication  staff  consists  of  mainly  two  people:  the  owner,  Graham,  and   the  traffic  manager,  Eric  Fisher.  Together  with  the  intern’s  knowledge  of  public  relations   and  both  Fisher’s  and  Graham’s  knowledge  of  marketing  and  the  industry,  the  three  have   created  a  powerhouse  of  strong  relations  with  their  community  and  client  base.    

Internal Impediments Among  the  top  management  of  Mammoth  PrintShop,  each  individual  strongly  supports   public  relations’  endeavors  especially  within  the  community.  Graham  seizes  every   opportunity  to  sponsor  or  support  organizations  and  schools  with  free  T-­‐shirts.  The  most   current  obstacle  for  Mammoth  PrintShop  in  terms  of  public  relations  is  the  recently  hired   intern  because  she  is  not  quite  familiar  with  all  of  the  intricacies  of  the  company  or  the  art   form  of  screen-­‐printing.  The  only  way  to  overcome  this  obstacle  is  to  permanently  hire  a   public  relations  specialist.      

Public Perception Basic Planning Mammoth  PrintShop  recently  moved  to  Auburn  and  is  not  yet  well  known  by  the   community.  Nationally,  Mammoth  Printshop  has  a  broad  client  base.  They  have  clients  from   New  York  to  California.  Some  of  their  big  name  clients  include  Facebook  and  Burger  King.   The  company’s  reputation  with  its  clientele  is  one  of  quality  and  service.    

Expanded Planning Reputation Although  they  pride  themselves  on  producing  quality  clothes  at  a  reasonable  price  to  their   consumers,  they  know  that  there  is  always  room  for  improvement.  Mammoth  PrintShop’s   efficiency  and  quality  products  have  resulted  in  an  increase  in  popularity  over  the  last  three   years.  Mammoth’s  products  in  general  are  widely  used.  Most  Americans  own  a  T-­‐shirt  and  a   recent  trend  is  to  share  your  feelings  on  your  chest.  Even  the  slow  economy  hasn’t  affected  

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Mammoth’s  business.  Information  about  Mammoth  can  be  seen  in  Auburn  University’s   newspaper,  The  Plainsman,  various  blogs,  T-­‐shirt  forums  and  magazines.  They  pride   themselves  in  being  the  type  of  company  that  genuinely  loves  their  product  and  everything   that  goes  into  producing  their  craft,  which  is  shown  to  their  customers  through  their   product.    

External Environment Basic Planning The  major  competition  for  Mammoth  PrintShop  is  the  local  screen  printers  in  Auburn,  Ala.   The  main  reason  these  local  screen  printers  could  be  a  significant  competition  is  because   they  have  the  ability  to  print  for  Auburn  University.  This  includes  printing  for  university   events,  clubs  and  sports,  as  well  as  sororities  and  fraternities.  Since  there  are  other  local   print  shops  that  have  the  ability  to  create  items  featuring  the  Auburn  University  name  and   logos,  they  automatically  receive  a  considerable  number  of  orders  from  the  aforementioned   groups.    

Expanded Planning Competition The  external  environment  of  the  screen-­‐printing  business  is  relatively  friendly  when  it   comes  to  competition.  When  it  comes  to  the  nationwide  competition  of  screen-­‐printing   there  always  seems  to  be  enough  business  to  go  around.  Since  the  recent  economic   downturn,  many  screen-­‐printing  companies  have  had  to  shut  down.  This  means  that  even   though  there  could  be  a  decline  in  the  number  of  orders  placed  because  of  the  downturn  in   the  economy,  some  of  the  competition  is  also  dropping  out  which  levels  out  the  amount  of   business  Mammoth  PrintShop  receives.       When  it  comes  to  the  local  competition  of  screen-­‐printing,  it  is  slightly  more  aggressive.  The   other  screen  printers  in  the  Auburn/Opelika  area  have  more  exposure  and  more  visibility   than  Mammoth  PrintShop.  However,  Mammoth  has  a  higher  capacity  for  producing  screen   printed  products,  more  equipment  and  higher  quality  equipment.  They  also  have  the  facility   to  expand  and  grow  their  business.  Another  advantage  over  the  local  competition  is  the   knowledge  and  passion  for  the  craft.  Every  person  working  at  Mammoth  strives  to  create   the  best  product  possible,  improve  their  skills  and  constantly  make  the  necessary  changes   to  their  process  to  ensure  the  best  quality.  Mammoth  PrintShop  also  works  to  keep  a   friendly  relationship  with  the  local  competition  by  lending  equipment,  workspace  and  T-­‐ shirts  when  other  local  screen  printers  need  assistance.       The  national  competition  varies  when  it  comes  to  reputation  and  resources.  There  has  been   an  increase  in  micro-­‐entrepreneurs  on  the  Internet.  This  means  that  the  quality  of  products   fluctuates  between  excellent  to  poor  and  because  most  of  these  companies  are  Internet  

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based,  it  is  difficult  to  know  where  they  stand  on  the  scale.  However,  there  are  still  several   well-­‐established  companies  that  rival  Mammoth  PrintShop  in  both  quality  and  resources.   The  local  competition  rivals  in  reputation  with  Mammoth  because  most  of  them  have  been   established  companies  for  many  years,  some  even  more  established  than  Mammoth.  The   local  competition  also  has  loyal  clientele  that  keep  word-­‐of-­‐mouth  about  the  company   positive  through  out  the  local  community.  This  is  one  step  Mammoth  PrintShop  must  focus   on  in  order  to  get  a  positive  acceptance  in  the  community.  One  resource  the  local   competitors  have  over  Mammoth  when  it  comes  to  screen  printed  products  is  the  ability  to   sell  retail.  Stores  like  Tiger  Rags  and  STAMP  have  retail  shops  to  advertise  their  abilities  and   set  a  foundation  of  high  quality  products.  This  is  also  something  the  company  could   potentially  start  doing.   The  environment  that  Mammoth  is  operating  in  is  currently  stable  and  over  the  next  three   years  the  company  hopes  to  expand  to  optimize  the  space  available  to  them.  Mammoth   purchased  the  building  they  are  currently  in  with  the  intention  of  enlarging  the  company.   Mammoth  is  focused  on  getting  involved  within  the  community  in  order  to  stay  in   competition  with  local  screen-­‐printing  businesses.  The  majority  of  the  orders  received  are   from  Mammoth’s  Web  site.  Now  that  they  have  established  themselves  within  the  national   competition  they  are  working  to  increase  their  presence  in  the  local  competition.  One  step   Mammoth  has  already  taken  is  to  place  an  advertisement  in  the  Auburn/Opelika   phonebook.  That  makes  them  one  of  only  two  screen-­‐printing  companies  advertising  in  that   publication.   There  are  few  external  impediments  when  it  comes  to  the  screen-­‐printing  business.  As  a   whole  there  are  no  political,  environmental  or  societal  hindrances  that  might  keep   Mammoth  from  expanding  and  reaching  its  goals.  The  only  external  impediment  that  could   affect  the  success  of  this  company  is  its  visibility  within  the  local  community.  The  local   buyers  cannot  use  Mammoth  if  they  do  not  know  they  are  a  viable  option  to  go  to  for   screen-­‐printed  products.  

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Situation Analysis (continued)

Analysis of Publics Summary The  major  publics  for  Mammoth  PrintShop  could  span  as  far  as  any  person  or  group  who   purchases  or  wears  a  screen-­‐printed  item.  Because  Mammoth  PrintShop  sells  a  wide  variety   of  screen-­‐printed  merchandise,  a  major  public  could  be  anyone  who  wears  or  uses  t-­‐shirts,   pullover  hoodies,  zip-­‐up  hoodies,  and/or  tote  bags.   The  key  publics  Mammoth  PrintShop  is  trying  to  reach  currently  are  the  local  publics   including  churches,  schools  and  local  businesses  in  the  Auburn/Opelika  area.  Some  of  the   intercessory  publics  when  dealing  with  Mammoth  PrintShop’s  local  publics  are  parents  who   can  purchase  screen  printed  items  for  his  or  her  children  and  local  media  outlets  in   Auburn/Opelika  area  such  as  newspapers,  radio  stations,  and  television  stations.     Other  intercessory  publics  might  include  social  media,  including  Facebook  and  Twitter,  and   word-­‐of-­‐mouth.  The  latter  is  often  overlooked  but  may  have  the  greatest  impact  on  a   company’s  local  business.  If  a  customer  is  pleased  with  the  company’s  product,  it  could   greatly  improve  the  amount  of  business  the  company  receives.  However,  if  a  customer  is   displeased  with  the  experience,  that  customer  could  use  word-­‐of-­‐mouth  to  disseminate  his   or  her  unhappiness  with  that  company.   One  opinion  leader  that  could  potentially  be  tied  to  Mammoth  PrintShop  is  a  local  minister.   For  example,  a  youth  minister  orders  T-­‐shirts  from  Mammoth  PrintShop  for  an  event  for  the   church’s  youth  group  and  each  person  becomes  an  automatic  advocate.  If  the  minister  is   seen  wearing  one  of  the  shirts,  he  also  becomes  a  spokesperson  for  Mammoth  PrintShop.    

Background Customers The  primary  customers  for  Mammoth  PrintShop  are  Internet  based,  specifically  on  the  west   coast.  Secondary  customers  span  a  wide  range  and  area.  Those  who  use  the  products  or   services  of  the  primary  customers  could  be  almost  anyone.      

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The  customers  of  Mammoth  PrintShop  have  changed  over  the  past  few  years.  As  previously   stated  most  of  the  company’s  business  has  taken  place  through  the  Internet  but  over  the  last   three  years  Mammoth  PrintShop  has  received  orders  from  across  the  U.S.  for  a  wide  variety   of  businesses  and  organizations.  The  company  has  also  begun  to  receive  more  local  orders   and  has  sponsored  local  groups  and  services.   Over  the  next  three  years  the  customer  base  is  likely  to  change  for  Mammoth  PrintShop.   With  much  of  the  business  being  done  through  the  Internet,  the  company’s  Internet  based   clientele  is  likely  to  grow  and  expand.  Also,  because  Mammoth  PrintShop  is  focusing  on   expanding  local  clientele,  there  will  be  more  local  customers.  

Producers Mammoth  PrintShop  produces  its  own  finished  product,  but  receives  service  and  materials   from  an  array  of  manufacturers.  The  company  is  also  self-­‐sustaining,  meaning  the  money   received  from  customers  goes  back  into  Mammoth  PrintShop  to  run  the  company.   Mammoth  PrintShop  has  grown  and  expanded  in  size  and  number  of  clientele  within  the   past  three  years.    Looking  to  the  future,  the  company  hopes  to  expand  its  Internet-­‐based   business  and  to  reach  more  potential  local  clients.  

Enablers There  are  many  opinion  leaders  in  Auburn  who  could  influence  the  community’s  decisions.   The  Auburn  City  Council,  Mayor  Bill  Ham  Jr.,  the  board  of  trustees,  Auburn  University  and   an  individual’s  religious  leader  could  all  have  a  factor  in  consumers’  buying  decisions.  The   media  available  to  Mammoth  include:  the  Opelika-­‐Auburn  News,  the  Corner  News,  The   Auburn  Plainsman,  ABC  33/40,  WRBL  News  3.  Currently,  Mammoth  has  used  the  Auburn   Plainsman  to  advertise  for  their  business.    The  enablers  for  Mammoth  are  likely  to  change   within  the  next  three  years  as  they  become  more  involved  and  gain  awareness  within  the   Auburn  community.  

Limiters Tiger  Rags,  STAMP  and  J  &  M  Bookstore  are  all  local  competitors  of  Mammoth  Printshop.     According  to  Mammoth,  the  business  is  not  “cut-­‐throat”  but  they  do  realize  that  their   competitors  have  a  comparative  advantage  due  to  their  location  and  business  through   Auburn  University.  Owners  Eric  and  Jessica  Graham  believe  that  the  quality  of  their   products,  price,  facility,  equipment  and  employees  make  them  stand  out  from  the   competition.  Mammoth’s  limiters  may  decrease  in  the  next  three  years  due  to  the  economy   or  increased  competition  by  Mammoth.  

Intercessory Publics and Opinion Leaders Mammoth  PrintShop  has  an  edge  over  the  leading  competitors  as  it  provides  a  higher   capacity  for  producing  screen-­‐printed  products.  It  also  has  more  equipment  and  higher   quality  equipment  than  the  local  competitors.  However,  to  increase  the  publicity  and  

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visibility  of  the  company  the  intercessory  publics  must  be  taken  into  consideration  because   they  have  the  power  of  purchase.       The  key  influencers  in  a  position  to  persuade  the  target  publics  would  be  figureheads  in  the   churches  and  schools  in  the  city  of  Auburn/Opelika.  If  the  head  pastor  of  a  church  decided   to  order  shirts  from  Mammoth  PrintShop  for  a  retreat,  mission  trip  or  another  church  event,   this  would  impact  the  members  of  the  church  and  their  loyalty  to  the  company.       Mammoth  PrintShop  strives  for  customer  satisfaction.  After  doing  business,  it  is  quite  likely   that  an  intercessory  public  opinion  leader  such  as  a  pastor  or  principle  would  speak  up  for   the  company.  Mammoth  PrintShop  is  proactive  in  creating  customer  loyalty  through  the   perfection  of  their  product;  therefore,  opinion  leaders  are  likely  to  represent  the  company’s   position.       Other  opinion  leaders  for  Mammoth  PrintShop  would  be  anyone  in  the  town  of  Auburn/   Opelika  who  has  influence  over  the  purchasing  decisions  for  local  organizations.  Local  little   league  coaches,  Boys  and  Girls  Club  leaders  or  restaurant  owners  are  target  intercessory   publics  that  could  affect  Mammoth  PrintShop’s  increase  in  clientele.  They  are  the  people   who  decide  where  they  are  going  to  buy  their  pullover  hoodies,  zip-­‐up  hoodies,  T-­‐shirts,   pants,  bags,  totes,  and  more.  Neighborhood  leaders  in  the  Auburn/Opelika  area  that  have   purchasing  power  and  the  respect  of  the  community  are  the  target  public  who  could   potentially  be  vocal  activists  for  the  company.  Other  vocal  activists  are  people  that   participate  in  T-­‐shirt  forums  and  blog  sites  as  well  as  band  members  that  promote   Mammoth  PrintShop  and  its  incredible  quality  and  customer  service.    

Key Characteristics of Publics

  Though  T-­‐shirts  are  for  everyone,  Mammoth  PrintShop  has  three  specific  demographics:   Midlifers,  Generation  X  and  Generation  Y.  The  people  classified  by  these  demographics  seem   to  be  more  influenced  by  the  world  around  them,  shirts  included,  because  they  find  objects   to  be  aesthetically  pleasing.  If  they  see  a  shirt  that  is  pleasing  to  the  eye,  the  person   automatically  thinks  the  music  will  be  good  that  the  shirt  is  representing.  In  terms  of   psychographics,  the  groups  in  the  entertainment  industry  and  several  religious  sects  seem   to  have  the  highest  want  for  T-­‐shirts.      

Background Research The  research  performed  thus  far  has  relied  upon  previous  formal  research,  personal   observation  and  organizational  experience.  In  the  fall  of  2009,  a  group  created  a  media  kit   for  Mammoth  PrintShop  in  which  much  of  our  research  has  been  based  upon.  We  have  also   formally  met  with  the  owner  and  the  traffic  manager.  Both  employees  sat  down  and   answered  a  list  of  questions  so  that  they  could  evaluate  the  company’s  progress  over  the   past  few  years  and  also  set  expectations  for  the  years  to  come.      

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This  research  seems  to  be  very  reliable  as  it  is  coming  straight  from  the  source.  However,   the  team  believes  that,  in  order  to  establish  a  successful  campaign,  we  must  also  perform   additional  research.  Internally,  all  of  the  information  is  sufficient,  but  this  campaign  also   needs  survey  research  from  current  and  potential  clients  to  support  our  awareness  efforts.    

Research Findings Mammoth  PrintShop’s  product  is  for  everyone.  The  vast  majority  of  Americans  wear  T-­‐ shirts  and  have  a  plethora  of  them  in  their  closets.  Comfort  and  style  are  of  the  utmost   importance  with  any  business  in  the  T-­‐shirt  industry.  Furthermore,  we  are  currently   executing  a  survey  that  will  be  sent  to  a  large  percentage  of  current  clients  and  potential   clients.  The  survey  and  the  results  from  the  surveys  can  be  found  in  Appendix  A  and  B.      

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Situation Analysis (continued)

Analysis of the Situation Summary The  situation  facing  Mammoth  PrintShop  is  that  the  company  wants  to  become  a  more  local   presence  in  the  community.  In  the  past,  Mammoth  PrintShop  has  mainly  focused  on  national   business  and  networking  opportunities  with  bands  across  the  country.  This  situation  is   significant  because  it  offers  an  opportunity  to  increase  business,  develop  community   relations  and  expand  the  size  of  the  company.  

  Expanded Planning Background

  Mammoth  PrintShop  has  been  a  part  of  the  Auburn  community  for  six  years  but  would  like   to  make  their  public  relations’  efforts  known  and  visible  among  the  local  businesses,  schools   and  churches.  Therefore,  they  are  currently  in  the  midst  of  modifying  the  existing   communication  program.  Public  relations  and  marketing  efforts  within  the  local  school   system  have  been  strong  but  barely  visible.  On  the  other  hand,  efforts  have  been  minimal   among  the  local  businesses  and  churches.  Beyond  the  Yellow  Pages,  the  Mammoth  Web  site   and  word  of  mouth,  visibility  and  advertising  has  been  limited.     The  history  of  reaching  out  to  local  schools  began  with  Mammoth  donating  shirts  for  events   such  as  Fun  Runs.  The  company  has  printed  shirts  for  only  a  few  of  the  local  churches  and   businesses.  Auburn  High  School’s  Fellowship  of  Christian  Athletes  has  been  a  profitable   client  for  Mammoth  as  well.  This  situation  will  only  strengthen  relationships  between   Mammoth  PrintShop  and  other  businesses,  churches  and  schools.  However,  it  may  possibly   jeopardize  any  existing  relationships  Mammoth  has  with  other  screen-­‐printing  shops  or   local  competition.      

Opportunities for the Situation This  opportunity  is  very  important  to  Mammoth’s  mission  statement.  Bringing  awareness  of   the  print  shop  to  the  local  community  will  achieve  their  mission  statement  by  showering  

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their  awesomeness  in  Auburn.  Mammoth  is  unique  compared  to  their  competition  and   offers  a  higher  quality  product  at  a  lower  price.    Mammoth’s  awareness  goal  is  continual   because  they  understand  that  the  goal  is  a  gradual  and  slow  process,  as  it  will  not  result  in   an  immediate  response.  The  local  community  and  competitors  will  be  affected  by  this   opportunity.  Local  competitors  could  potentially  lose  some  of  their  client  base  and   Mammoth’s  key  publics  will  begin  to  experience  higher  quality  products  for  a  cheaper  price.   The  predictions  associated  with  this  opportunity  would  be  that  community  relations  would   improve  between  the  publics  of  Auburn  and  Mammoth.  The  potential  impact  on  the   organization  is  more  business,  money,  expanded  clientele  and  awareness.  This  goal  is  a   great  opportunity  for  Mammoth  because  it  cannot  negatively  affect  the  business  and  will   only  have  the  potential  to  create  new  opportunities.    

Resolution of the Situation

  The  dissemination  of  information  will  greatly  affect  the  potential  outcome  of  expanding   Mammoth  PrintShop’s  local  business.  The  quality  of  channels  such  as  brochures  or  flyers   must  align  with  the  quality  of  the  product  Mammoth  creates.  When  it  comes  to  the  long-­‐ term  stance,  Mammoth  PrintShop  is  committed  to  continually  putting  in  public  relations   efforts  to  ensure  that  the  goal  of  being  a  local  presence  in  the  community  will  one  day   become  a  reality.  As  a  whole,  Mammoth  has  a  strong  commitment  to  resolve  this  situation   because  they  have  put  time,  money  and  resources  toward  the  cause.  The  budget  for  this   effort  can  be  found  in  Appendix  C.  

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Theory

Social Penetration Theory Irwin  Altman  and  Dalmas  Taylor  developed  the  Social  Penetration  Theory.    In  essence,   Social  Penetration  Theory  explains  how  relational  closeness  develops.  Relationships   progress  from  a  range  of  non-­‐intimate  to  intimate  in  a  systematic  manner  through  verbal,   non-­‐verbal  and  environmental  behavioral  communication  processes.   Rewards  and  cost  are  considered  the  driving  force  of  the  relationship,  which  will  only   continue  if  the  rewards  exceed  the  costs.  Rewards  are  seen  as  pleasures  and  gratifications   that  the  person  enjoys.  Costs  can  be  anything  from  embarrassment  to  a  great  physical  or   mental  effort  required.   The  theory  is  important  to  this  campaign  because  of  the  importance  of  Mammoth   PrintShop’s  client  relationships.    According  to  the  theory,  if  Mammoth  PrintShop  provides   its  customers  with  pleasant  service  and  feedback,  or  service  and  feedback  superior  to  its   local  competition,  then  the  relationship  will  not  only  continue  but  it  will  grow  stronger  and   the  clients  loyalty  to  Mammoth  PrintShop  will  increase.    

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Research Summary

Purpose “A  survey  is  a  method  of  gathering  relatively  in-­‐depth  information  about  respondent   attitudes  and  beliefs.  Surveys  are  fairly  long  and  complicated  attempts  to  gauge  how  the   public  perceives  an  issue  or  event  or  person,  and  they  allow  the  researcher  to  probe  in  a   controlled  and  prescribed  way  why  respondents  feel  the  way  they  do.  The  survey  is  a   carefully  constructed  measuring  instrument”  (Stacks,  2002).     Research  must  be  the  foundation  of  any  public  relations  campaign.  Without  research,  there   is  no  concrete  way  of  knowing  which  strategies  and  tactics  to  use  and  which  will  be  most   effective  for  the  company.  Through  research,  the  campaign’s  chances  of  being  a  success  not   only  increase,  but  it  also  gives  the  team  a  way  of  knowing  how  great  a  success  or  failure  the   campaign  was  in  the  end.     The  purpose  of  the  survey  for  Mammoth  PrintShop  is  to  gain  more  insight  into  what  clients   and  potential  clients  are  looking  for  in  a  screen  printer.  Because  Mammoth  PrintShop  has   not  done  research  specific  to  reaching  clients’  and  potential  clients’  needs,  it  was  decided  a   survey  would  be  the  most  cost  effective  and  quickest  way  of  receiving  this  type  of   information.      

Design With  intentions  of  proving  the  importance  of  public  relations  to  the  owners  of  Mammoth   PrintShop,  we  have  designed  the  survey  to  reflect  current  and  potential  clients’  opinions  of   the  importance  of  a  company’s  community  involvement,  environmental  sustainability   through  their  products  and  client  testimonials.  Through  the  employees’  humbleness  at   Mammoth,  the  company  has  discouraged  client  testimonials  on  marketing  tools.  They  have   also  opposed  emphasizing  their  contributions  to  the  community,  as  they  would  like  to  stay   anonymous  in  most  situations.     There  are  also  questions  in  reference  to  social  networking  tools.  This  is  important  because   most  of  the  employees  are  too  busy  screen-­‐printing  or  managing  other  co-­‐workers,  thus   leaving  very  little  time  for  maintaining  a  Twitter  or  Facebook  site.  We  designed  this  section   of  questions  to  fit  the  model  of  an  ordinal  scale,  asking  the  participants  to  rank  in  order,  in  

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their  opinion,  the  importance  of  the  following  social  networking  tools:  Twitter,  Blog,   Facebook,  and  LinkedIn.  In  order  to  gather  more  followers  on  Twitter,  the  survey  then   asked  if  the  participant  follows  Mammoth  on  Twitter  with  a  link  to  the  company’s  Twitter   site.     Next  we  asked  the  participants  questions  about  the  event.  The  survey  asks  which  event  the   participant  would  be  more  likely  to  attend  between  the  options  of  a  local  music  night  or  an   open  warehouse  tour.  In  order  to  get  a  better  idea  of  what  types  of  free  things  could  be   offered  at  both  events,  the  survey  asks  the  respondents  to  rank  in  order  which  free  things   sound  the  most  appealing.  We  also  allowed  the  participants  to  comment  on  this  question  in   order  to  observe  any  other  options  he  or  she  may  advise.     Finally,  the  survey  finishes  with  demographic  questions  such  as  age,  gender,  industry  and   region  of  residence.  The  most  important  question  is  the  region  of  residence.  The  options   were  the  South,  Northeast,  Midwest,  West,  and  outside  of  the  United  States.  More   importantly,  the  survey  asks  if  the  respondent  lives  in  the  Auburn/Opelika  area.  The  last   question  on  the  survey  reveals  a  strong  characteristic  in  the  Mammoth  PrintShop  team  by   asking  the  participant  to  list  his  or  her  favorite  band.      

Participants   Mammoth  PrintShop  has  recently  instilled  a  new  program  that  will  help  keep  up  with  its   clients  more  efficiently.  It  is  a  Web-­‐based  program  called  Constant  Contact.  The  three  main   focuses  of  the  site  are  to  establish  e-­‐mail  marketing,  event  marketing  and  customer   evaluations.  There  is  a  fee  to  the  program  so  Mammoth  is  currently  utilizing  both  the  e-­‐mail   marketing  and  survey  functions.     With  this  resource,  we  were  able  to  send  an  e-­‐mail  to  all  of  Mammoth  PrintShop’s  clients   that  are  part  of  the  e-­‐mail  database.  This  list  includes  1,624  active  contacts.  Though  we  felt   this  number  would  be  sufficient,  our  team  also  linked  the  survey  to  Mammoth’s  Facebook   status  and  numerous  tweets  on  Twitter.  Through  Facebook,  we  are  hoping  to  reach  the   more  local  audience.      

Procedure   Through  this  survey,  we  hope  the  results  will  prove  the  importance  of  Mammoth   acknowledging  their  community  involvement  to  their  clients  and  also  to  members  of  the   community  in  order  to  establish  a  more  recognized  reputation.  We  also  hope  to  gather   insight  on  how  Mammoth  can  improve  its  marketing  tools.  For  example,  if  more  than  50   percent  of  the  respondents  declare  a  high  importance  on  environmental  sustainability,  we   will  highly  encourage  Mammoth  to  promote  its  options  for  organic  fabric  more.  Another   example  of  this  would  be  to  emphasize  clients’  testimonies  of  Mammoth’s  products  on   marketing  tools  such  as  the  brochure  or  newsletter.    

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By  asking  questions  about  the  event,  we  hope  to  obtain  a  better  grasp  on  what  Mammoth   PrintShop  should  offer  at  each  event.  Though  Mammoth  will  be  holding  both  events  in  April,   the  survey  results  should  prove  which  event  will  be  more  popular  and  which  one  we  should   promote  more  heavily.     In  order  to  encourage  participation  from  the  clients,  Mammoth  PrintShop  gave  an  incentive   of  a  drawing  that  will  be  held  for  all  respondents.  One  lucky  participant  will  receive  a  25   percent  discount  off  their  next  order.        

Results Section   A  total  of  234  individuals  completed  this  survey.  In  totality,  97  percent  of  the  respondents   are  clients  of  Mammoth  PrintShop.  Each  replied  he  or  she  was  somewhat  satisfied  or  highly   satisfied  with  the  products  and  employees  from  Mammoth  PrintShop.  Seventy-­‐seven   percent  of  the  participants  were  males  while  23  percent  were  females.  The  majority  of   respondents,  with  almost  71  percent,  were  between  the  ages  of  20  and  29.  Contributors  to   the  survey  are  scattered  throughout  the  nation  fairly  equally.  Four  percent  reside  outside  of   the  United  States.   From  the  survey,  businesses  buy  the  most  from  the  print  shop  while  churches  order  the   least.  Less  than  one  percent  of  the  respondents  are  from  the  Auburn/Opelika  area.  Because   more  than  50  percent  of  the  participants  found  both  a  company’s  community  involvement   as  well  as  organic  fabric  and  environmental  sustainability  important,  we  suggest  that   Mammoth’s  marketing  tools  target  those  areas.  It  will  also  bring  more  confidence  to  the   clients’  purchasing  habits  if  they  know  what  past  clients  have  said  about  Mammoth’s   products.  This  was  proven  when  85  percent  of  the  participants  responded  by  saying  they   felt  more  confident  when  seeing  other  clients’  testimonies  of  the  product.   In  terms  of  social  networking,  it  is  best  to  focus  on  the  following  sites:  Facebook,  a  blog  and   Twitter.  In  the  content  of  the  sites,  describe  the  screen-­‐printing  process,  history  and  what   Mammoth  is  printing  at  the  time.     In  terms  of  the  events,  52  percent  of  the  respondents  voted  for  the  WEARhouse  tour  while   48  percent  opted  for  the  music  night  hosted  at  a  local  bar  but  sponsored  by  Mammoth.  We   suggest  holding  an  event  bi-­‐annually.  In  the  spring,  host  the  Open  WEARhouse  Event  with  a   step-­‐by-­‐step  process  of  screen-­‐printing  tour.  Participants  selected  T-­‐shirts,  food  and  raffles   as  the  free  selections  for  the  events.           *Stacks,  D.W.  (2002).  Primer  of  public  relations  research.  New  York,  NY:  The  Guilford  Press.   17  


Campaign Goals to Be Addressed  

Campaign Goal To create awareness and increase visibility among the local community.

Objective 1 To  have  an  effect  on  awareness,  specifically  to  increase  visibility  of  Mammoth   PrintShop  to  local  businesses  by  May  2011  by  50  percent.  

Objective 2 To  have  an  effect  on  awareness,  specifically  to  increase  visibility  to  local  churches  by   May  2011  by  30  percent.  

Objective 3 To  have  an  effect  on  awareness,  specifically  to  increase  visibility  to  local  schools  by   May  2011  by  50  percent.  

Objective 4 To  have  an  effect  on  acceptance,  specifically  to  alter  the  image  toward  churches  by   May  2010  with  an  increase  of  buyers  by  30  percent.    

Objective 5 To  have  an  effect  on  action,  specifically  to  hold  an  open  house  event  with  an   attendance  of  at  least  15  business  owners  by  April  2010.  

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Objective 6 To  have  an  effect  on  action,  specifically  to  hold  an  open  house  event  with  an   attendance  of  at  least  20  church  staff  members  by  April  2010.  

Objective 7 To  have  an  effect  on  action,  specifically  to  hold  an  open  house  event  with  an   attendance  of  at  least  10  people  connected  to  Auburn/Opelika  schools  by  April  2010.  

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Campaign Goals & Objectives

Campaign Goal To create awareness and increase visibility among the local community. Objective 1 To  have  an  effect  on  awareness,  specifically  to  increase  visibility  of  Mammoth   PrintShop  to  local  businesses  by  May  2011  by  50  percent.   Strategy:  Pinpoint  public  relations’  efforts  and  marketing  toward  local  business  to   create  awareness  of  Mammoth  PrintShop  and  their  services.   Rationale:  Because  Mammoth  PrintShop’s  public  relations’  and  marketing  efforts   have  been  targeted  toward  their  nationally  based  clientele  and  not  to  the  local   businesses.  In  creating  awareness  of  the  company  toward  local  businesses,   Mammoth  hopes  to  increase  business  and  community  relations  among  the  Auburn   community.  And  lastly,  they  hope  to  establish  communication  between  Mammoth   and  the  local  community,  thus  creating  a  mutually  beneficial  relationship.   Tactic:  Radio  Spot.  We  created  the  text  for  a  radio  spot  to  be  played  at  the  local  radio   stations  in  the  Auburn/Opelika  area.  The  spot  included  the  basic  information  about   Mammoth  PrintShop  including  their  basic  services,  location  and  how  to  find  out   more  about  them.  This  tactic  increases  the  awareness  of  Mammoth  PrintShop  by   reaching  out  to  the  listenership  of  the  local  radio  stations.  (Refer  to  Appendix  D.)   Tactic:  Videos  for  YouTube  about  screen-­‐printing  process.  We  suggest  developing   several  different  videos  to  be  uploaded  on  YouTube.  These  videos  take  the  viewer  on   a  tour  of  the  facilities  at  Mammoth  PrintShop  and  would  allow  local  business  owners   to  not  only  see  where  their  products  would  be  made  but  the  care  that  goes  into   making  each  T-­‐shirt.  The  videos  would  also  answer  some  of  the  questions  potential   customers  might  have  about  the  screen-­‐printing  process.  

 

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Objective 2 To  have  an  effect  on  awareness,  specifically  to  increase  visibility  to  local  churches  by   May  2011  by  30  percent.   Strategy:  Pinpoint  public  relations’  efforts  and  marketing  to  local  churches  to  create   awareness  of  Mammoth  PrintShop  and  their  services.   Rationale:  Because  Mammoth  PrintShop’s  public  relations’  and  marketing  efforts   have  been  targeted  toward  their  nationally  based  clientele  and  not  to  the  local   churches.  In  creating  awareness  of  the  company  toward  local  businesses,  Mammoth   hopes  to  increase  business  and  community  relations  among  the  Auburn  community.   And  lastly,  they  hope  to  establish  communication  between  Mammoth  and  the  local   community,  thus  creating  a  mutually  beneficial  relationship.   Tactic:  Fact  Sheet.  We  developed  a  comprehensive  fact  sheet  about  Mammoth   PrintShop  to  be  mailed  to  local  churches  in  the  Auburn/Opelika  area.  This  fact  sheet   provides  potential  employees  with  a  quick  way  of  learning  more  about  what   Mammoth  PrintShop  is  and  the  services  it  offers.  The  information  in  the  fact  sheet   might  also  give  the  leaders  at  the  church  new  ideas  on  how  to  use  T-­‐shirts  in  their   programs.  (Refer  to  Appendix  E.)    

Objective 3 To  have  an  effect  on  awareness,  specifically  to  increase  visibility  to  local  schools  by   May  2011  by  50  percent.   Strategy:  Pinpoint  public  relations’  efforts  and  marketing  to  local  schools  to  create   awareness  of  Mammoth  PrintShop  and  their  services.   Rationale:  Because  Mammoth  PrintShop’s  public  relations’  and  marketing  efforts   have  been  targeted  toward  their  nationally  based  clientele  and  not  to  the  local   schools.  In  creating  awareness  of  the  company  toward  local  businesses,  Mammoth   hopes  to  increase  business  and  community  relations  among  the  Auburn  community.   And  lastly,  they  hope  to  establish  communication  between  Mammoth  and  the  local   community,  thus  creating  a  mutually  beneficial  relationship.   Tactic:  Flyer.  We  created  an  informational  flyer  to  be  placed  on  bulletin  boards  at  all   of  the  local  schools  in  the  Auburn/Opelika  area.  At  the  bottom  of  each  flyer,  there  are   pull-­‐tabs  with  Mammoth  PrintShop’s  phone  number  on  them  that  people  can  tear  off   and  keep.  (Refer  to  Appendix  F.)  

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Objective 4 To  have  an  effect  on  acceptance,  specifically  to  alter  the  image  toward  churches  by   May  2010  with  an  increase  of  buyers  by  30  percent.     Strategy:  Modify  the  business  image  through  altering  marketing  tools  in  order  to   appeal  to  the  more  conservative  audience  of  local  churches.   Rationale:  Because  Mammoth  PrintShop  has  targeted  mostly  bands  in  the  past,  the   marketing  tools  have  been  edgy  and  possibly  too  graphic  for  a  more  conservative   audience  such  as  a  church.  If  the  marketing  tools  envelope  T-­‐shirt  examples  they   have  printed  in  the  past  for  churches  and  youth  groups,  this  key  public  will  have  a   more  positive  response  to  the  public  relations’  efforts  and  marketing  tools.     Tactic:  Write  personalized  letters  to  each  key  public.  To  satisfy  public  relations  and   marketing  efforts,  we  have  written  letters  to  each  key  public  emphasizing  the   strengths  of  Mammoth  PrintShop  and  its  products.  We  also  included  ways  that  the   key  publics  can  implement  T-­‐shirts  into  their  areas  of  interest.  For  example,  we   suggested  that  churches  have  T-­‐shirts  printed  for  youth  group  activities  such  as   Disciple  Now  retreats  and  fundraisers  for  mission  trips.  (Refer  to  Appendix  G,  H,  I.)   Tactic:  Alter  current  brochure.  The  current  brochure  has  images  that  may  be   unacceptable  to  a  more  conservative  crowd;  therefore,  we  created  a  brochure  with   new  images  that  captivate  all  sides  of  Mammoth’s  versatility.  We  designed  the   brochure  to  have  a  plethora  of  Polaroid-­‐looking  images  with  shirt  examples  from   camps,  churches,  Christian  bands  and  other  cool  designers.  We  will  be  sending  out   these  brochures  with  letters  addressed  specifically  to  local  churches.  (Refer  to   Appendix  J.)   Tactic:  Tweak  social  media.  We  suggest  replacing  a  few  of  the  images  on  Mammoth   PrintShop’s  Web  site  with  T-­‐shirts  the  company  has  printed  for  various  youth  groups   and  Christian  music  groups  in  order  to  establish  a  less  graphic  impression.  In  no  way   are  we  asking  that  Mammoth  decrease  its  standard  for  design,  rather  that  the  Web   site  administrator  emphasize  a  more  positive  image  among  other  publics.  We  also   suggest  focusing  on  social  networking  through  tweeting  on  Twitter  about  certain   shirts  that  are  being  printed  as  well  as  special  facts  about  the  screen-­‐printing   business.  (Refer  to  Appendix  K  and  L.)    

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Objective 5 To  have  an  effect  on  action,  specifically  to  hold  an  open  house  event  with  an   attendance  of  at  least  15  business  owners  by  April  2010.   Strategy:  Motivate  business  owners  to  attend  by  increasing  public  relations’  and   marketing  efforts  about  the  event  and  offering  business  incentives  for  guests  who   attend  the  event.     Rationale:  Because  business  owners  are  one  of  Mammoth  PrintShop’s  key  publics,   getting  the  local  business  owners  informed  of  what  services  Mammoth  offers  is  key.   Having  local  business  owners  tour  the  building  in  which  Mammoth’s  products  are   produced  could  ensure  potential  buyers  of  the  skill  of  the  Mammoth  employees  and   of  the  quality  of  their  products.     Tactic:  Press  Release  for  Open  WEARhouse  Event.  We  wrote  a  press  release   regarding  the  Open  WEARhouse  Tour  and  sent  a  copy  to  the  local  chamber  of   commerce  as  well  as  local  newspapers.  The  Chamber  announced  our  tour  in  two   weekly  newsletters  prior  to  the  event.  (Refer  to  Appendix  M  and  N.)   Tactic:  Postcard  for  Open  WEARhouse  Event.  We  designed  and  hand-­‐addressed   postcards  for  the  Open  WEARhouse  Tour.  After  acquiring  the  list  of  local  businesses   from  the  chamber  of  commerce,  we  sent  invitations  to  the  companies  we  felt  were   most  likely  to  attend  the  event.  (Refer  to  Appendix  O.)   Tactic:  Frequently  Asked  Questions  (FAQ)  Sheet.  We  created  a  hard  copy  of  the  FAQ   sheet.  Obtaining  the  majority  of  questions  and  answers  from  the  Web  site,  we  edited   a  few  grammatical  errors.  (Refer  to  Appendix  P.)   Tactic:  Mailing  List  Form.  During  the  event,  we  suggest  having  contact  information   for  each  guest  present.  To  do  this,  we  have  rendered  a  mailing  list  form  for  each   attendee  to  fill  out.  (Refer  to  Appendix  Q.)    

Objective 6 To  have  an  effect  on  action,  specifically  to  hold  an  open  house  event  with  an   attendance  of  at  least  20  church  staff  members  by  April  2010.   Strategy:  Motivate  church  staff  members  to  attend  by  increasing  public  relations’  and   marketing  efforts  about  the  event  and  offering  business  incentives  for  guests  who   attend  the  event.    

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Rationale:  Because  local  churches  are  one  of  Mammoth  PrintShop’s  key  publics,   getting  the  church  staff  members  informed  of  what  services  Mammoth  offers  is  key.   Having  local  church  leaders  tour  the  building  in  which  Mammoth’s  products  are   produced  could  ensure  potential  buyers  of  the  skill  of  the  Mammoth  employees  and   of  the  quality  of  their  products.   Tactic:  Postcard  for  Open  WEARhouse  Event.  We  designed  and  hand-­‐addressed   postcards  for  the  Open  WEARhouse  Tour.  After  thumbing  through  the  phonebook,   we  sent  a  postcard  to  each  local  church.  (Refer  to  Appendix  O.)   Tactic:  Mailing  List  Form.  During  the  event,  we  suggest  having  contact  information   for  each  guest  present.  To  do  this,  we  have  rendered  a  mailing  list  form  for  each   attendee  to  fill  out.  (Refer  to  Appendix  Q.)    

Objective 7 To  have  an  effect  on  action,  specifically  to  hold  an  open  house  event  with  an   attendance  of  at  least  10  people  connected  to  Auburn/Opelika  schools  by  April  2010.   Strategy:  Motivate  people  connected  to  Auburn/Opelika  schools  to  attend  by   increasing  public  relations’  and  marketing  efforts  about  the  event  and  offering   business  incentives  for  guests  who  attend  the  event.     Rationale:  Because  local  schools  are  one  of  Mammoth  PrintShop’s  key  publics  and   getting  those  employees  and  parents  connected  to  the  school  systems  informed  of   what  services  offered  by  Mammoth  is  key.  Having  local  school  officials  tour  the   building  in  which  Mammoth’s  products  are  produced  could  ensure  potential  buyers   of  the  skill  of  the  Mammoth  employees  and  of  the  quality  of  their  products.   Tactic:  Postcard  for  Open  WEARhouse  Event.  We  designed  and  hand-­‐addressed   postcards  for  the  Open  WEARhouse  Tour.  We  sent  invitations  to  all  of  the  local   private  and  public  schools.  (Refer  to  Appendix  O.)   Tactic:  Frequently  Asked  Questions  (FAQ)  Sheet.  We  created  a  hard  copy  of  the  FAQ   sheet.  Obtaining  the  majority  of  questions  and  answers  from  the  Web  site,  we  edited   a  few  grammatical  errors.  (Refer  to  Appendix  P.)   Tactic:  Mailing  List  Form.  During  the  event,  we  suggest  having  contact  information   for  each  guest  present.  To  do  this,  we  have  rendered  a  mailing  list  form  for  each   attendee  to  fill  out.  (Refer  to  Appendix  Q.)      

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Explanation and Execution of Communication Plan

Effective Communication Message Source Credibility, Charisma & Control There  are  several  spokespersons  qualified  to  speak  on  behalf  of  Mammoth  PrintShop.  The   most  important  spokesperson  is  the  public  relations  intern,  as  she  or  he  is  trained  to   present  the  company  to  key  publics  in  a  way  that  will  uphold  the  image  and  reputation  of   Mammoth.  Currently,  Auburn  High  School  is  also  a  spokesperson  for  Mammoth  PrintShop.   The  owners  have  recently  purchased  advertisement  radio  spots  from  the  school  and  they   will  be  featured  in  several  commercials  as  sponsors  for  the  athletic  department  during   athletic  games.  Mammoth  should  ask  the  head  of  the  athletic  department  to  act  as  a   spokesperson  for  the  company.  Local  band  members  would  also  be  great  assets  to  the   Mammoth  spokesperson  collection.     The  public  relations  intern  satisfies  the  levels  of  credibility,  charisma  and  control  to  a  very   high  degree.    Though  the  intern  may  not  know  the  screen-­‐printing  industry  from  front  to   back,  he  or  she  should  be  familiar  with  the  process.  Most  of  all,  the  intern  should  feel   comfortable  with  speaking  to  potential  clients  and  with  going  to  meetings  in  the  Auburn   community.  If  the  intern  develops  the  necessary  relationships  with  potential  clients,  he  or   she  will  be  found  credible.  The  existing  intern  speaks  clearly  with  her  target  audiences  and   is  in  the  process  of  sending  information  to  the  potential  clients  that  align  perfectly  with   Mammoth’s  image.  This  is  the  most  crucial  spokesperson  because  of  his  or  her  active  and   consistent  involvement  in  the  company.     Mammoth  PrintShop  should  adopt  the  head  of  Auburn  High  School  athletic  department  as  a   spokesperson.  This  source  is  distinguished  among  the  school’s  parents  and  students.  The   power  in  his  words  seizes  the  audience  simply  because  most  people  have  a  high  respect  for   the  athletic  leaders  within  their  schools.  Though  he  may  not  be  the  most  credible  source  in   terms  of  screen-­‐printing,  he  would  be  the  greatest  source  to  utilize  for  public  relations   purposes.         To  form  a  solid  group  of  local  musical  clients,  it  would  be  best  to  establish  at  least  one   spokesperson  from  a  local  band  such  as  Bottle  Up  &  Explode,  The  Quiet  Words  or  Blame   Sydney  as  these  are  all  well-­‐known  bands  in  the  area.  Each  band  has  a  large  following  from  

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Auburn  students  and  could  sell  screen-­‐printed  items  as  merchandise  at  all  concerts.  Most  of   the  people  that  attend  the  concerts  see  the  band  members  as  credible  on  attire  and  style   and  find  a  high  level  of  charisma  when  they  speak  between  songs.  Each  member  captures   the  crowd  because  of  his  power  in  lyrics  and  in  song.  This  recommendation  is  high  on  the   priority  list  of  things  to  do  for  the  campaign.      

Message Appeal The  key  message  that  forms  our  public  relations  program  is  that  Mammoth  PrintShop  exists   and  offers  a  quality  service  at  an  inexpensive  cost.  Our  message  makes  a  rational  appeal  by   including  factual  information  about  Mammoth.  Potential  customers  will  receive  value  for   their  money  when  comparing  Mammoth  to  other  print  shops  in  the  Auburn  area.  Our   message  features  positive  emotional  appeals.  Printed  T-­‐shirts  are  considered  fashionable   and  by  appealing  to  our  target  audiences  need  for  belonging,  we  could  persuade  potential   customers  to  become  clients  of  Mammoth.  In  a  time  when  the  economy  is  unprofitable,   appealing  to  our  target  audiences  need  to  save  money  could  persuade  them  to  use   Mammoth  PrintShop.        

Verbal & Nonverbal Communication Verbal Communication The  campaign’s  message  for  Mammoth  PrintShop  presents  only  one  point  of  view,  so  there   should  be  no  confusion  or  conflict  in  understanding  when  it  comes  to  the  message  structure.     The  conclusion  our  message  presents  is  that  Mammoth  PrintShop  is  a  quality  business   dedicated  to  producing  quality  products.    Though  the  message  does  not  reiterate  the  main   idea,  it  does  get  clearly  and  concisely  get  the  message  across.   We  would  hope  our  message  is  clear,  simple  and  understandable  to  our  target  publics.    We   consider  the  education  level  of  the  majority  of  our  target  publics  to  be  upper  level.    This   means  at  least  a  high  school  level  of  understanding  and  in  some  cases  college  level.   The  message  does  employ  powerful  language  in  order  to  capture  the  target  audiences’   attention.    Part  of  the  powerful  language  is  the  company’s  descriptive  and  memorable  name,   Mammoth  PrintShop.    The  unusual  and  memorable  name  fits  perfectly  with  the  company’s   slogan,  “Think  Big.  Think  Mammoth.”       We  have  done  our  best  to  ensure  the  message  we  created  does  not  use  pretentious  or   exaggerate  language.    We  have  also  done  our  best  to  develop  an  honest  and  clear  message   that  will  not  mislead  our  audience.       26  


Nonverbal Communication The  presentation  of  our  message  will  include  the  use  of  the  company  logo,  a  mammoth  foot.     It  will  also  utilize  the  company’s  color  palette  of  yellows  and  browns  to  make  the  campaign   a  cohesive  fit  with  the  rest  of  the  materials  the  company  has.    Another  part  of  non-­‐verbal   communication  used  within  our  campaign  is  implementing  the  company  website  in  some  of   our  material.    The  website  has  been  newly  redesigned  as  a  part  of  the  campaign  in  order  to   reach  a  wider  and  more  conservative  audience.        

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Special Considerations & Potential Limitations

Limitations As  with  every  campaign,  there  are  some  limitations  that  need  to  be  addressed.  One  of  the   limitations  with  this  campaign  was  scheduling.  Because  each  member  of  the  team  had   different  class  and  work  schedules,  it  was  sometimes  difficult  to  schedule  meetings  times.   Another  limitation  was  the  number  of  people  working  on  the  campaign.  While  most  groups   had  four  or  five  members,  this  campaign  group  only  had  three  people.  This  meant  taking  on   more  of  the  workload  and  allotting  more  tasks  for  each  group  member.  If  this  campaign  is   implemented  we  would  recommend  Mammoth  PrintShop  hiring  either  a  full  time  public   relations  and  marketing  position  or  a  dedicated  intern.  The  budget  was  also  somewhat  of  a   limitation.  (Refer  to  Appendix  C.)  In  trying  to  not  invade  our  client’s  privacy,  we  did  not  ask   for  full  disclosure  when  it  came  to  the  budget,  so  it  is  somewhat  of  a  rough  estimate.  The   final  limitation  for  this  campaign  was  time.  Both  in  the  time  we  had  to  complete  the   campaign  and  the  amount  of  time  to  plan  some  of  the  tactics  involved  in  the  campaign.   (Refer  to  Appendix  R.)  

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Evaluation Plan

Evaluation Methods Basic Planning Measuring  awareness  objectives  can  be  done  several  different  ways.    One  of  the  most   effective  and  simplest  ways  to  evaluate  awareness  objectives  is  by  counting.    By  finding  and   stating  the  amount  of  items  done  for  the  campaign,  it  creates  a  better  idea  of  the  number  of   people  who  were  made  aware  of  the  client  and  the  campaign.    An  example  of  this  can  even   be  as  simple  as  stating  that  the  campaign  included  more  than  400  postcards  being  sent  out,   hanging  signs  in  local  businesses’  windows,  and  announcing  the  event  in  local  newspapers   and  the  Chamber  of  Commerce  weekly  newsletters.   The  best  way  to  measure  the  effectiveness  of  the  acceptance  objectives  is  to  e-­‐mail  or  send  a   comment  postcard  to  each  guest  that  attended  the  events.  If  written  correctly  and   strategically,  these  surveys  will  provide  feedback  of  the  guests’  attitudes  toward  Mammoth   PrintShop  as  a  whole.  Another  way  to  measure  the  acceptance  from  target  audiences  is  to   collect  media  clippings  from  local  newspapers.  This  will  portray  both  negative  and  positive   feedback  from  the  attendees  of  the  events.     We  will  measure  action  objectives  by  determining  if  business  has  increased  by  the  Auburn   Community  specifically  by  local  schools,  churches  and  businesses.  If  these  local  groups   begin  to  buy  products  and  services  from  Mammoth,  we  would  in  return  know  that  the  local   community  has  not  only  accepted  but  began  to  act  on  our  awareness  campaign.  

 

Expanded Planning Methodology

  The  most  effective  way  to  obtain  evaluation  information  would  be  to  conduct  a  before-­‐after   study.  This  would  mean  acquiring  certain  information  before  the  campaign  was  conducted,   like  the  number  of  clients  Mammoth  had  to  begin  with  along  with  the  revenue  if  possible,   then  comparing  the  numbers  after  the  campaign  was  complete.   The  research  methodology  that  would  be  most  effective  when  carrying  out  a  survey  of  the   representative  publics.    Because  there  were  three  publics  represented  in  this  campaign,   29  


local  business,  local  schools  and  local  ministries,  it  is  important  to  keep  track  of  the   responses  of  each  one.  A  survey  would  allow  the  client  to  see  the  progress  the  campaign  had   with  each  of  the  three  publics  given  that  a  survey  was  also  done  at  the  beginning  of  a   campaign.    The  comparison  of  the  two  surveys  would  provide  a  greater  insight  into  the   effectiveness  of  the  campaign.  

Evaluation Categories

  Be  sure  to  include  successes  or  failures  at  all  steps  of  the  implementation  process,  especially   the  planning  stage.  The  most  accurate  and  reliable  responses  will  come  from  the  target   audiences.  Send  a  survey  to  the  guests  attending  the  events  in  order  to  determine  their   perceptions  of  Mammoth  PrintShop  and  the  helpfulness  of  the  staff,  how  they  learned  about   the  event,  why  they  attended,  and  what  they  liked  or  disliked  about  the  event  or  promotion   efforts.  Since  the  event  includes  employees  other  than  the  PR  staff,  the  employees  should   take  a  survey  to  express  their  opinions  on  the  flow  and  successfulness  of  the  event.  

Evaluation of Outputs

  We  would  evaluate  message  production  by  not  only  making  all  of  the  publicity  at  Mammoth   such  as  brochures  and  signs  but  by  distributing  all  publicity  materials  ourself  to  various   local  businesses,  churches  and  schools  in  the  Auburn  community.  Our  cost  anaylsis  is   evaluated  by  the  time  it  took  to  create  all  of  our  publicity  materials  and  to  distribute  them   within  the  community.

Evaluation of Awareness Objectives

  There  are  also  some  other  options  for  evaluating  the  awareness  objectives.    One  way  is   through  message  exposure.    This  can  be  done  through  media  impression;  this  means  finding   out  the  reach  of  the  media  outlets  used  in  the  campaign.    For  instance,  if  a  radio  ad  is  placed   at  a  radio  station  with  a  listener  base  of  35,000  those  are  all  potential  media  impressions.     These  can  be  done  by  the  client  or  through  an  outside  agency.   Another  option  for  evaluating  awareness  objectives  is  by  checking  the  readability  measures.   A  message  is  only  effective  if  the  key  publics  understand  what  the  message  is.    Readability   measure  can  be  done  to  find  out  if  the  message  content  was  done  in  the  most  effective   manner.  

Evaluation of Acceptance Objectives

  The  best  way  to  measure  acceptance  is  by  sending  out  a  follow-­‐up  survey  from  guests  that   attend  the  event.  Another  way  is  to  compare  the  amount  of  attendees  to  the  quotes  that  are   entered  onto  the  Web  site.  For  example,  place  a  box  next  to  the  quote  form  asking  how  the   person  ordering  has  heard  about  Mammoth  PrintShop.  One  option  should  include,   “Attended  Open  WEARhouse  Event.”  This  will  provide  the  company  a  benchmark  study  by   counting  how  many  people  accepted  the  message  that  was  sent  out  from  the  event:  “Think   Big.  Think  Mammoth.”   30  


Evaluation of Action Objectives

  If  business  has  increased  by  the  Auburn  Community  specifically  by  local  schools,  churches   and  businesses  then  it  would  show  a  change  in  behavior  by  our  target  audience.  By  these   local  groups  giving  Mammoth  business  then  we  would  know  our  campaign  was  successful.   We  could  also  send  out  a  survey  to  all  of  Mammoths  new  clients  to  determine  why  they   chose  to  do  business  with  Mammoth  rather  than  their  competition  and  also  determine  how   they  became  aware  of  the  print  shop.  

Audience The  employees  at  Mammoth  PrintShop  will  receive  the  final  evaluation  in  order  to  construct   consistent  and  further  public  relations  efforts.  The  company  will  be  able  to  create  other   effective  campaigns  and  events  after  appraising  the  efforts  and  feedback  from  the  first   campaign.  The  decision-­‐makers,  for  example  the  co-­‐owners  and  supervisors,  must  be   willing  to  receive  all  elements  of  feedback  from  the  target  audiences  and  fellow  employees.   They  must  also  be  willing  to  change  things  throughout  the  company  in  order  to  establish  the   most  extensive  awareness  and  positive  acceptance  among  the  local  audiences.    

Evaluation Schedule

  A  timeline  should  be  created  for  the  implementation  report,  progress  report  and  for  the   final  evaluation.    This  will  give  parameters  that  will  help  ensure  the  evaluations  are  done   properly  and  in  a  sufficient  amount  of  time.  When  creating  the  timelines,  it  is  important  to   keep  in  mind  that  evaluations  should  be  done  as  close  to  the  end  of  the  campaign  as  possible   in  order  to  make  sure  the  results  are  most  accurate.  

Evaluation Program Checklist

  The  evaluation  program  is  very  useful  to  the  organization  in  order  to  determine  if  the   campaign  was  successful.  Mammoth  will  be  able  to  tell  what  worked  for  them  in  our   campaign  and  changes  that  they  would  like  to  make  in  the  future.  Our  evaluation  program  is   both  cost  and  time  effective.  Mammoth  will  have  to  use  resources  to  evaluate  the  campaign   but  the  outcome  of  knowing  if  the  campaign  was  successful  will  outweigh  those  resources.  

31  


Bibliography

Personal Interviews Phone  Number:     Address:  304  Alabama  Street,  Auburn,  Ala.    36830   Web  site:  www.mammothprintshop.com  

Personal Interviews Eric  Fisher  –  mammoth@mammothprintshop.com   Eric  Graham  -­‐  info@mammothprintshop.com   Whitney  Zech  -­‐  art@mammothprintshop.com  

Social Media www.flickr.com/photos/mammoth   www.twitter.com/mammothrocks  

Survey www.constantcontact.com    

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Appendix A : Client Survey 1.  Have  you  ordered  from  us  before?    

Yes   No  

2.  If  you  have,  how  would  you  rate  your  level  of  satisfaction  with  us?        

Highly  Satisfied   Somewhat  Satisfied   Neutral   Somewhat  Dissatisfied   Highly  Dissatisfied   No  Response  

3.  Do  you  buy  T-­‐shirts  for  your...?        

Band   Church   Social  Organization   Business   School   Other  

4.  How  important  is  organic  fabric  /  environmental  sustainability  to  you?       

Extremely  Important   Very  Important   Important   Somewhat  Important   Not  At  All  Important  

5.  How  important  is  it  for  you  to  know  what  a  company  is  doing  for  its  community?       

Extremely  Important   Very  Important   Important   Somewhat  Important   Not  At  All  Important  

6.  Do  you  feel  more  confident  about  who  you  are  buying  from  when  you  see  other  clients’   testimonies  of  the  product?     

Yes   No   No  Opinion  

33  


7.  Rank  the  importance  of  the  following  social  networks  in  your  opinion  (1  being  the  least   important,  5  being  the  most  important).         

Twitter   Blog   Facebook   Linked  In   Other  

8.  Do  you  follow  Mammoth  PrintShop  on  Twitter  @mammothrocks?     

Yes   No   Will  Start  Following  After  Survey  

9.  If  Mammoth  held  /  sponsored  an  event,  which  event  would  you  be  more  likely  to  attend  if   you  lived  within  driving  distance  to  Auburn,  Ala.?    

WEARhouse  Tour   Music  Night  at  Local  Bar  Sponsored  by  Mammoth  

10.  What  types  of  free  things  would  you  want  to  see  offered  at  the  event  (1  being  the  least,  5   being  the  most)?       

T-­‐shirts   Food   Tote  Bags   Raffle   No  Cover  Charge  

11.  What  is  your  gender?    

Male   Female  

12.  What  is  your  age?        

Younger  than  18   20  -­‐  29   30  –  39   40  –  49   50  and  Older     Prefer  Not  to  Answer  

34  


13.  Which  region  of  the  United  States  do  you  live  in?        

South   Midwest   West   Northeast   Outside  of  US   Check  here  if  you  live  in  the  Auburn/Opelika  area  

14.  Which  of  the  following  categories  best  describes  the  industry  you  work  in?           

Advertising   Education   Entertainment   Healthcare   Information  Technology   Marketing  /  Sales   Non-­‐Profit   Screen-­‐printing   Other  

 

35  


Appendix B : Client Survey Results   1.  Have  you  ordered  from  us  before?  

Respondents  That  Are  Current  Clients  of   Mammoth  

3%  

Yes   No  

97%  

    2.  If  you  have,  how  would  you  rate  your  level  of  satisfaction  with  us?  

Customer  Satisfaction  

No  Response  

2.1%  

Highly  Dissatisqied  

0  

Somewhat  Dissatisqied  

0  

Neutral  

0  

Somewhat  Satisqied   Highly  Satisqied  

12%   84.9%   0%   10%  20%  30%  40%  50%  60%  70%  80%  90%  

  36  


3.  Do  you  buy  T-­‐shirts  for  your…?    

Target  Market   16.7%  

Other  

11.1%  

School  

47.2%  

Business   12.4%  

Social  Organization  

9.8%  

Church  

30.4%  

Band   0%  

10%  

20%  

30%  

40%  

50%  

 

    4.  How  important  is  organic  fabric/environmental  sustainability  to  you?  

Sustainability  

13%  

11%   17%  

Extremely  Important   Very  Important  

33%   26%  

Important   Somewhat  Important   Not  At  All  Important  

    37  


5.  How  important  is  it  for  you  to  know  what  a  company  is  doing  for  its  community?  

Community  Involvement  

9%  

9%   26%  

30%  

Extremely  Important   Very  Important   Important  

26%  

Somewhat  Important   Not  At  All  Important  

      6.  Do  you  feel  more  confident  about  who  you  are  buying  from  when  you  see  other  clients'   testimonies  of  the  product?  

Client  Testimonials   11%   4%  

Yes   No   No  Opinion   85%  

 

38  


7.  Rank  the  importance  of  the  following  social  networks  in  your  opinion  (1  being  the  least   important,  5  being  the  most  important).    

17%  

Other  

Linked  In   2%   13%  

11%  

11%  

18%  

16%  

42%  

36%  

28%   5  

53%  

Facebook  

19%  

13%   4%   8%  

4   3  

15%  

Blog  

26%  

29%  

20%  

7%  

2   1  

Twitter  

10%  

0%  

28%  

26%  

20%  

40%  

21%   60%  

12%  

80%  

100%  

Importance  of  Social  Networks  (by  percentages)  

      8.  Do  you  follow  Mammoth  PrintShop  on  Twitter  @mammothrocks?  

Twitter  Followers  

6%  

Yes  

45%   49%  

No   Will  start  following   after  survey  

 

39  


9.  If  Mammoth  held  /  sponsored  an  event,  which  event  would  you  be  more  likely  to  attend  if   you  lived  within  driving  distance  to  Auburn,  Ala.?  

Battle  of  Events  

WEARhouse  Tour  

48%  

52%  

Music  Night  at  Local   Bar  Sponsored  by   Mammoth  

    10.  What  types  of  free  things  would  you  want  to  see  offered  at  the  event  (1  being  the  least,  5   being  the  most)?  

17%  

No  Cover  Charge  

12%  

24%  

Rafqle  

16%   22%  

17%   22%  

35%   21%  

9%   5  

Tote  Bags  

5%   12%  

20%  

27%  

34%  

4   3  

16%  

Food  

22%  

24%  

23%  

11%  

2   1  

T-­‐shirts   0%  

35%   20%  

30%   40%  

15%   60%  

9%   8%  

80%  

100%  

Free  Stuff  at  Events  

  40  


11.  What  is  your  gender?  

Gender  of  Participants  

23%  

Male  

77%  

Female  

      12.  What  is  your  age?  

Age   80%  

70.8%  

70%   60%   50%   40%   30%  

Age  

19.7%  

20%   10%  

4.2%  

3.0%  

0.0%  

1.2%  

0%   Younger   than  18  

20  -­‐  29  

30  -­‐  39  

40  -­‐  49  

50  and  Older  Prefer  Not  to   Answer  

 

 

41  


13.  Which  region  of  the  United  States  do  you  live  in?  

Place  of  Residence   4%  

23%  

35%  

South   Midwest  

24%  

West  

14%  

Northeast   Outside  of  US  

      14.  Which  of  the  following  categories  best  describes  the  industry  you  work  in?  

Participant's  Industry   Other   Screen-­‐printing   Non-­‐Proqit   10.3%  

Marketing  /  Sales  

Participant's  Industry  

3.4%  

Information  Technology  

2.5%  

Healthcare  

22.7%  

Entertainment   Education  

6.8%  

Advertising  

6.8%  

0%   5%   10%   15%   20%   25%   30%   35%  

 

Other  industries  consist  of:  student,  church,  graphic  design,  apparel  and  photography.  

42  


Radio  Spot  –  30  seconds       April  5,  2010       Air  Date:  April  12  -­‐  18                          

 

       

       

       

                                                     Contact  Information:                                                Whitney  Adams,                Marketing  and  Public  Relations                          Phone:  334-­‐524-­‐5970  

MAMMOTH  PRINTSHOP  CELEBRATES  SIXTH  BIRTHDAY  WITH     OPEN  WEARHOUSE  EVENT    

  Mammoth  PrintShop,  Auburn’s  largest  screen-­‐printing  facility,  invites  the  Auburn   community  to  celebrate  its  sixth  birthday  at  their  Open  WEARhouse  Event.  Please   join  us  on  April  18  from  2–5  p.m.    Admission  is  free  and  open  to  the  pubic.   Festivities  include  a  tour  of  Mammoth’s  facility,  a  free  t-­‐shirt,  refreshments,  prize   giveaways  and  discounts.    For  more  information  about  this  event,  visit   www.mammothprintshop.com  or  call  334-­‐524-­‐5970.     ###    


Original Art & Design Creation

Solid One-on-one Customer Service

Environmental Sustainability : Ask for Organic Cotton

Auburn’s Largest Screen-printing Facility

State-of-the-art Printing

www.mammothprintshop.com

334.524.5970

www.mammothprintshop.com

334.524.5970

www.mammothprintshop.com

334.524.5970

www.mammothprintshop.com

334.524.5970

www.mammothprintshop.com

334.524.5970

www.mammothprintshop.com

334.524.5970

www.mammothprintshop.com

334.524.5970

www.mammothprintshop.com

334.524.5970

www.mammothprintshop.com

334.524.5970

www.mammothprintshop.com

334.524.5970

” Most Competitive Prices

If you can wear it, MAMMOTH can print it.

CUSTOM PRINTING T-shirts Sweatshirts Hoodies Tote Bags Underwear Pants


Dear Faculty of Auburn High School, Do you have events that each student should have a T-shirt for? With more than 15 years of experience, Mammoth PrintShop is a full-service screen-printing facility specializing in handcrafted products and designs. Our experienced staff will guide you through your decisions whether that means finding the right garment or creating a design or logo for your students. Your T-shirt orders can range from 24 to 300,000 and can be printed on a variety of fabrics, including organic cotton. Our team would love to work with you personally on a project in order to provide you with the best product and customer service at a great price. Send in your own artwork for a shirt or we can design it for you. If you have any questions or would like to know more about what we can do for you, please e-mail us at info@mammothprintshop.com or call (334) 524.5970. We look forward to your next order!

Sincerely,

Samantha Mays Public Relations Director


Hi Pastor Shawn, As you know, there are so many opportunities for you to spread the Gospel. T-shirts multiply that opportunity by the hundreds. We will put a piece of scripture on shirts, hoodies or even bags so that people in your congregation will begin to memorize it, plus they might even start conversations with others. Young or old, we can print trendy T-shirts that every member of your church will want to wear. With more than 15 years of experience, Mammoth PrintShop is a full-service screen-printing facility specializing in handcrafted products and designs. Our experienced staff will guide you through your decisions whether that means finding the right garment or creating a design or logo. Your T-shirt orders can range from 24 to 300,000 and can be printed on a variety of fabrics, including organic cotton. Our team would love to work with you personally on a project in order to provide you with the best product and customer service at a great price. Send in your own artwork for a shirt or we can design it for you. Below is a list of more ideas that would be beneficial for you and your ministry: Disciple Now / Vacation Bible School: Let us print bags, T-shirts or hoodies targeted toward the topic of your DNOW weekend or week of VBS. Fundraisers: Many college and youth groups sell T-shirts to raise support for mission trips, conferences and other events. Youth Functions / Music Festivals: Find each member easily at big events when your group wears coordinating T-shirts that the students will want to wear even after the retreat or function. Be sure to order Staff Member shirts so your group can find the leaders easily too. If you have any questions or would like to know more about what we can do for you, please e-mail us at info@mammothprintshop.com or call (334) 524.5970. We look forward to your first order!

Sincerely,

Whitney T. Adams Public Relations Director


Toomer's Coffee:

Did you know that cutting off your advertising is like turning off your open sign?!? Mammoth PrintShop's main goal is to help your company increase visibility and awareness through comfort and style. Let your customers help advertise your Open Mic Nites or list your three signature House Blends from Africa on a T-shirt for coffee drinkers in Auburn to wear. Below, we created a rough mock-up of a T-shirt template for Toomer’s Coffee Roasters to give you an idea of how your T-shirt could look. Of course, we can print any design or logo you chose, as this is just an example. With more than 15 years of experience, Mammoth PrintShop is a full-service screen-printing facility specializing in handcrafted products and designs. Our experienced staff will guide you through your decisions whether that means finding the right garment or creating a design or logo. Your T-shirt orders can range from 24 to 300,000 and can be printed on a variety of fabrics, including organic cotton. Our team will personally work with you on your project in order to provide you with the best product at a great price.

We look forward to your first order! Sincerely,

Courtney Terry Public Relations Director

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MAMMOTH PRINTSHOP 304 Alabama Street Auburn, AL 36832 334.524.5970 info@mammothprintshop.com

  NEWS  RELEASE       April  5,  2010         FOR  IMMEDIATE  RELEASE                                    

         

         

         

Contact  Information:   Whitney  Adams,   Marketing  and  Public  Relations   Phone:  678.794.6332   E-­‐mail:  adamswt205@gmail.com  

  WEARHOUSE  EVENT  OFFERS  INSIGHT  INTO  SCREEN  PRINTING  

AUBURN,  Ala.–  Mammoth  PrintShop,  the  largest  screen-­‐printing  facility  in  the  Auburn/Opelika   area,  will  celebrate  its  sixth  birthday  by  hosting  Open  WEARhouse  Event  on  April  18  from  2–5   p.m.    Admission  to  the  event  is  free  and  all  members  of  the  community  are  welcome.    

At  the  Open  WEARhouse,  guests  can  learn  the  step-­‐by-­‐step  process  of  screen-­‐printing  

during  one  of  the  tours  of  the  facility  led  by  Mammoth  PrintShop’s  experienced  employees.    At   the  end  of  each  tour,  guests  will  receive  a  free  T-­‐shirt  created  by  Mammoth  PrintShop.     There  will  also  be  refreshments,  prize  giveaways  and  discount  offers  for  future   purchases  at  Mammoth  PrintShop.    Guests  at  the  event  can  also  drop  their  business  card  or   church  bulletin  into  a  fishbowl  for  a  raffle  with  a  grand  prize.   For  more  information  about  this  event,  please  visit  www.mammothprintshop.com  or   call  334-­‐524-­‐5970.    

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March 2010 Sun

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E-mail survey to potential and current clients

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Send postcards to be printed

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Update Homepage Blog on Web site

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Receive postcards, begin addressing

April 2010 Sun

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Send out postcards for WEARhouse event

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17 Promote Mammoth at 280 Boogie

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Give employees feedback cards on the event

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24 Promote Mammoth at CityFest

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Mammoth PrintShop Campaign