Mammoth PrintShop Campaign by Samantha Mays

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 conďż˝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

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.”

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

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

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.

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.

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

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.

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.

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

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.

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.

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

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.

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.

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.

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.

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.)

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.)

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.

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.)

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

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.

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.)

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.

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

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

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

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

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

Respondents That Are Current Clients of Mammoth

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

Somewhat Dissatisqied

Neutral

Somewhat Satisqied Highly Satisqied

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

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

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

Community Involvement

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%

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%

18%

16%

42%

36%

28% 5

53%

Facebook

19%

13% 4% 8%

4 3

15%

Blog

26%

29%

20%

2 1

Twitter

10%

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

Yes

45% 49%

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.?

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

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

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.

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 Toomerâ&#x20AC;&#x2122;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

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.

###

March 2010 Sun

Mon

Tue

Wed

E-mail survey to potential and current clients

Thu 3

_____________

16 _____________

18 _____________

Announce winner from survey_______

_____________

Send postcards to be printed

Close survey

11 _____________

Compile survey results

5 Send out letters to potential and current clients

Send a thank you follow-up e-mail to clients

Sat

Update Homepage Blog on Web site

Fri

Receive postcards, begin addressing

April 2010 Sun

Mon

Tue

Wed

Thu

Fri

Sat

Send out postcards for WEARhouse event

5 Update homepage blog on Web site

6 Begin radio ads for WEARhouse

7 Send out press release about WEARhouse

17 Promote Mammoth at 280 Boogie

18 WEARhouse Event

Give employees feedback cards on the event

24 Promote Mammoth at CityFest

27 Campaign Presentation