Working Wardrobes PR plan

IVY CHIOU, AMITA MALANI, KELLY MASON, & CHRISTIAN TACHIERA

TABLE OF CONTENTS INTRODUCTION CLIENT FACT SHEET EXECUTIVE SUMMARY

3 4

PART ONE: THE PLAN Background Situation ANALYSIS GOALS & OBJECTIVES KEY PUBLICS STRATEGIES & TACTICS COMMUNICATION FONFIRMATION TABLE CALENDAR BUDGET CAMPAIGN THEME EVALUATION TACTICS

6-8 9 10 11-13 14-15 16 17 18-23 24 25-26

PART TWO: COMMUNICATION TACTICS PRESS RELEASE RADIO PITCH NEWSLETTER FEATURE ARTICLE SOCIAL MEDIA WEBSITE SPECIAL EVENT MEDIA ALERT Vetnet Fundraiser poster

28 29 30 31 32 33 34 35

PART THREE: RESEARCH ORIGINAL RESEARCH TREND RESEARCH PRELIMINARY KEY PUBLICS BIBLIOGRAPHY

37-39 40-42 43 44-45

INTRODUCTION

-

2

CLIENT FACT SHEET MISSION

ORGANIZATION -

Programs

Facility -

Clients

Mesa.

SERVICES

Volunteers -

3

EXECUTIVE SUMMARY

4

PART ONE THE PLAN

BACKGROUND -

-

-

6

BACKGROUND

-

-

7

BACKGROUND

8

SITUATIONAL ANALYSIS

-

-

9

GOALS & OBJECTIVES GOAL 1

GOAL 2

OBJECTIVE

OBJECTIVE

-

GOAL 3 OBJECTIVE

-

-

10

KEY PUBLICS KEY PUBLIC Orange County Veterans -

SELF-INTERESTS INFLUENTIALS

KEY PUBLIC

Successful business people in Orange County over the age of 50 as monetary donors

11

KEY PUBLICS SELF-INTERESTS INFLUENTIALS

KEY PUBLIC Potential corporate partners in Orange County

-

SELF-INTERESTS INFLUENTIALS

12

KEY PUBLICS KEY PUBLIC Shelters (homeless, domestic violence, veterans, etc.) in Orange County

SELF-INTERESTS INFLUENTIALS

13

-

STRATEGIES & TACTICS STRATEGY TACTICS: 1.

a.

3.

-

b. in order to promote the stores and donations.

-

4.

2.

need. a.

14

STRATEGIES & TACTICS STRATEGY TACTICS: 1.

3.

2.

STRATEGY TACTICS:

3.

-

1.

2.

4.

-

15

-

COMMUNICATION CONFIRMATION TABLE KEY PUBLIC

SELF-INTERESTS

PRIMARY MESSAGES

INFLUENTIALS

OBJECTIVES

STRATEGIES

TACTICS

-

-

VETERANS

-

-

-

-

-

-

-

Successful business people over the age of 50 as monetary donors

-

-

-

-

-

-

-

-

-

Shelters

-

-

16

CALENDAR

SEPTEMBER 2014

JUNE 2014

-

OCTOBER 2014 JULY 2014 -

NOVEMBER 2014 AUGUST 2014

DECEMBER 2014

17

BUDGET ITEM DESCRIPTION

QUANTITY

COST PER UNIT

TOTAL COST ESTIMATE

COMMUNICATION TACTICS

1,000

1,000

Radio PSA

18

BUDGET ITEM DESCRIPTION

QUANTITY

COMMUNICATION TACTICS 1,000

1,000

1 1

TOTAL

College Networking Event

8 Linens

19

8

COST PER UNIT

TOTAL COST ESTIMATE

BUDGET ITEM DESCRIPTION

QUANTITY

COST PER UNIT

TOTAL COST ESTIMATE

College Networking Event

1

Refreshments

100

Step and Repeat

1 8

100

Corporate Sponsor Item TOTAL

20

BUDGET ITEM DESCRIPTION

QUANTITY

VET NET FUNDRAISER

1,000

1 1 1

Chairs Linens

21

COST PER UNIT

TOTAL COST ESTIMATE

BUDGET ITEM DESCRIPTION

QUANTITY

COST PER UNIT

TOTAL COST ESTIMATE

300

Refreshments

1

Step and repeat

1

22

BUDGET ITEM DESCRIPTION

QUANTITY Items donated

TOTAL

23

COST PER UNIT

TOTAL COST ESTIMATE

CAMPAIGN THEME CREATE. CHANGE. INSPIRE. to re-enter the workforce through creating awareness, changing lives and inspiring success.

24

EVALUATION TACTICS Objective One

To increase awareness of Working Wardrobe’s services such as job

Facebook: record how many fans the Working Wardrobes Facebook page Twitter: record how many followers Working Wardrobes Twitter has in June -

Objective TWO

25

To increase awareness of the VetNet program and specialty services for veterans.

EVALUATION TACTICS erans who go through Working Wardrobes and how they were re-

Objective THREE

To increase monetary donations.

26

PART TWO COMMUNICATION TACTICS

27

PRESS RELEASE Working Wardrobes

Working Wardrobes Hosts College Networking Career Fair

The event will feature workshops on resume building, interview tips and meetings with business professionals fessionals from all areas of the workforce, said Harless. “We are encouraging students to bring copies of their Harless. food, alcohol and other refreshments will be served and included in the ticket price. and answer period where students will be given the opportunity to receive overall insight about entering the post-graduate world.

All proceeds will go directly to Working Wardrobes’ efforts to expand its services and its VetNet program. All additional information can be found at workingwardrobes.org.

28

RADIO PITCH Announcer

:

Many people think Working Wardrobes is a place to donate clothes but they do so much development experience for anyone who needs it.

29

NEWSLETTER

30

FEATURE ARTICLE OC Register VetNet: Serving Those who Serve Our Country.

April 15, 2014 Ivy Chiou

Veterans spend years of their lives protecting our country. Their service becomes their career.

However, little thought is put into how veterans transition back into the contemporary workforce.

Jose Escobar, a veteran of the Marine Corps, found himself in this position after he finished his service.

“I hadn’t lived in California since I joined the Marine Corp. I lived abroad for so long, so when I retired and moved back, I didn’t have any connections,” Escobar said.

Working Wardrobes is known for its job training services and providing new suits to men and women for job interviews.

In 2005, the organization added a new branch exclusively for veterans, in line with the company’s objective to constantly improve and strengthen the facility.

31

VetNet helps recent veterans re-connect with older veterans, has a job developer on staff, features various job training programs and assists with the employment search.

“I was struggling as far as developing a network of colleagues, and Working Wardrobes definitely helped me with that,” Escobar said.

Escobar is now working as a case manager for the Department of Veterans Affairs. He says that, without a doubt, Working Wardrobes gave him the skills to confidently pursue a job and interview well.

“I was able to participate in mock interviews, which got me ready for the real thing,” Escobar said.

VetNet continues to expand and welcomes veterans of any age to Working Wardrobes’ office.

“This is the least we could do for veterans, in

exchange for all they do for us,” said Megan Harless, Vice President of Marketing at Working Wardrobes.

Though the VetNet branch has been a part of Working Wardrobes since 2005, the organization is seeking to expand its client base. While other clients must be referred from partner shelters, veterans can walk in at any time to utilize VetNet’s resources.

Working Wardrobes focuses on providing a personal, effective and inspiring experience for all clients.

“I can’t say enough about the staff. They are all very professional but at the same time, very personable. You can just tell they’re extremely passionate about what they do,” Escobar said.

-Working

Wardrobes

SOCIAL MEDIA

32

WEBSITE

33

SPECIAL EVENT MEDIA ALERT WORKING WARDROBES HOSTS VETNET NITE AT LYON AIR MUSEUM

WHAT speakers, live auction, and more surprises—all in support of Veterans returning to the workforce.

WHEN WHERE

WHO the workforce and achieve success.

Their clients are workforce ready by participating in career training, job placement assistance and professional wardrobe services in an environment of dignity and respect.

CONTACT peggygc@workingwardrobes.org

34

VETNET FUNDRAISER POSTER

35

PART THREE RESEARCH

ORIGINAL RESEARCH Megan harless - VP of BUSINESS DEVELOPMENT After interviewing Megan Harless, vice president of business development at Working Wardrobes, we learned what the agencies. provides clothes for employment opportunities, but their other services in career development, especially for veterans, aren’t

JOSE ESCOBAR - VETNET CLIENT -

service in the Marine Corps. He, like most others, thought the only thing Working Wardrobes provided was a free suit to who-

37

ORIGINAL RESEARCH cies are well versed in veteran and employment services and could refer many veterans to VetNet as well.

Volunteer Intervew (Name Omitted by Request)

else. They all feed off of each other and it’s such a positive environment. When you attend a tour and see all that they do, it’s hard NOT to be involved.

if they do not have physical time to commit, to shop at one of the hangar or thrift stores. Ninety cents of every purchase goes directly into Working Wardrobes.

of people have never even owned a suit before. When they put one on, man do you see a difference. When you see something like that, you can’t help but get involved.

38

ORIGINAL RESEARCH which is just inspiring to see.

Ellen Papadakis - DONOR

her donations instead of not knowing exactly how her money is being used, and this is made possible when Working Wardrobes clients share their success stories at fundraising events.

-

39

TREND RESEARCH ORANGE COUNTY claims that the economy is not yet generating the type of momentum and job growth that it needs to, to help alleviate these growing problems in the OC.

-

their help. bat this issue by offering various services and donations to help build and re-build morale of those affected as well as help steer these individuals on the track to a better, more positive life. A very effective method in gaining awareness for causes events and partnerships is essential for their growing.

CALIFORNIA -

and men in California and around the world.

40

TREND RESEARCH resume review, job searching, interview preparation, etc. in mostly one-on-one situations with staff and volunteers. All recog-

These organizations are usually volunteer and donation based, with opportunities for partnerships and events to raise money and gain public awareness. A trend I found in these organizations is hosting weekly, monthly, and/or annual events. Women Helping Women raises money through events such as a luncheon/fashion show, prom shopping/image consultation, and quarterly Saturday clothing sales. Career Closet seeks local companies to provide internships to clients. Dress For Success launched a photography book empowering 20 women; this organization also has seasonal sales, open houses, and fashion shows. Another trend I noticed in these organizations is having partnerships. As an example, Working Wardrobes teamed up with OC Fashion Showcase. These are just a few examples of promotions and partnerships that these type of non-profits tend to do.

NATIONAL for underprivileged and low-income individuals and families to assist in job search. However, the Working Wardrobes model apart.

-

41

TREND RESEARCH tends to rely on donations only, while Working Wardrobes relies on donations as well as revenue from their thrift stores and seem to be media opportunities in similar pitches.

INTERNATIONAL other’s on a global scale. While each country’s unemployment rate may differ, the international unemployment pattern has -

facilities such as Working Wardrobes.

-

do not necessarily go hand in hand.

ing job training without enough awareness or funds to support the program. Our campaign will address these issues and give Working Wardrobes a larger presence in the community.

42

PRELIMINARY KEY PUBLICS 1. Current clothing donors 2.

3. Current monetary donors 4.

5.

6.

7. Unemployed Orange County veterans 8. Current corporate partners 9.

10.

11.

12.

13.

43

BIBLIOGRAPHY looking for work.

Article discussing program for men, disabled people, and more to assist in employment search.

fundraiser-helps-those-need-dress-success Article about fashion show fundraiser that helps those in need and assists in supporting job search.

-

similar to Working Wardrobes.

44

BIBLIOGRAPHY teresting. They host dinners, auctions, open houses, seasonal sales, and fashion shows. These are just some ideas that Working Wardrobes could use as marketing materials.

-

event and a clothing drive. The clothing and donations coincide with a Men’s Warehouse suit drive as well.

45