PR Campaign - #ClubbingForACause by stellalloyd

FASHION PROMOTION & COMMUNICATION: PUBLIC RELATIONS FFM516 STELLA LLOYD Q12876534

CLUBBING FOR A CAUSE PR CAMPAIGN REPORT SOUTHAMPTON CITY MISSION X POPWORLD

CONTENTS PAGE FASHION PR ............................................................................................................ 1. PR THEORY ............................................................................................................ 2. PR AGENCY RESEARCH ....................................................................................... 3. PR CAMPAIGN RESEARCH ................................................................................ 4-8. CASE STUDIES .................................................................................................... 9-11. LIVE CLIENT ......................................................................................................... 12. CUSTOMERS & COMPETITORS ........................................................................ 13. PREVIOUS WORK & SOCIAL MEDIA ................................................................ 14. BRAND ONION ..................................................................................................... 15. SWOT ANALYSIS .................................................................................................. 16. EMPATHY MAP ...................................................................................................... 17. PEN PORTRAITS ................................................................................................. 18-19. SURVEY FINDINGS(BEFORE).......................................................................... 20-21. MINTEL TREND ANALYSIS .............................................................................. 22. CAMPAIGN INSPO ............................................................................................. 23. CAMPAIGN RATIONALE ................................................................................... 24. CAMPAIGN TIMELINE ....................................................................................... 25. SMART CAMPAIGN OUTCOMES .................................................................. 26-27. OFFLINE PROMOTION METHODS ................................................................ 28. ONLINE PROMOTION METHODS ................................................................. 29-30. PRESS PACK: PRESS RELEASES .................................................................... 31. GENERATED PRESS ............................................................................................ 32. SURVEY FINDINGS (AFTER EVENT) ................................................................. 33. EVALUATION ......................................................................................................... 34. BIBLIOGRAPHY ................................................................................................. 35-37. APPENDICES...................................................................................................... 38-39.

INTRODUCTION TO FASHION PR

FASHION PR:

TYPES OF PR:

The fashion world is dependant on creating trends that attract and retain the attention of a clothes-conscious public. The role of a public relations representative in this industry is critical because they put the face of the client companies out in the world. This person would be responsible for marketing the latest fashions in a creative and innovative way, producing a buzz amongst influential journalists and bloggers.

• Working in house: Works exclusively for one organization originating and implementing a PR programme aimed to its management’s requirements. If you work in-house you will need to acquire an in-depth knowledge of your company and the market in which it operates within.

THE ROLE OF FASHION PR: The role of a Fashion PR representative consists of an array of responsibilities and tasks such as the following: • Producing press relations • Creating press releases • Building a brand and maintaining the effectiveness of it’s ethos • Communicating the message • Monitoring, amplifying and measuring social buzz • Handling complaints • Reputation management

FIGURE A.

POPULAR FASHION PR AGENCIES: • Exposure London • The Lifestyle Agency • The Communications Store • Village • Push PR • IPR London • Seen Group • Sane Communications • Modus • Talk PR • Purple PR

• Working in a consultancy: A consultancy provides an independent service to several clients. If you work for a consultancy, you will need to be able to juggle different accounts and learn quickly about a variety of companies and their markets. • Some organisations have both an in-house PR department/person and an external consultancy, a partnership which can provide a very effective combination of communications skills and industry knowledge. This can be illustrated below within the screen-shots, using Nike as an example of having both an in-house PR department along with an external PR consultancy helping them achieve their goals. Figure A. illustrates Nike Communication’s official website, providing the clients the brand represents such as Swarovski and Rosewood Hotels and Resorts. Figure B. illustrates ‘Exposure’ a PR consultancy, who represent Nike on a handful of campaigns and projects. With Nike being a renowned, multi-million dollar company, there is no surprise that the brand operates with both an in-house and external PR strategy.

FIGURE B.

PR THEORY THEORIES USED IN PUBLIC RELATIONS: There are nine common theories used in Public Relations. These will be briefly outlined below, followed by an in-depth analysis of Theories of Persuasion and Social influence such as the Social Exchange Theory, as this theory would fall within Cause PR’s proposed campaign outcomes. Explanations below outlined by ‘A Theoretical Basis for Public Relations (Chapter 3)’.

THEORIES OF PERSUASION AND SOCIAL INFLUENCE:

• Theories of Relationships: 1. Systems theory: Evaluates relationships and structure as they relate to the whole. 2. Situational theory: maintains that situations define relationships.

• Social Exchange Theory: Social exchange theory developed by John Thibaut and Harold Kelley, implements the economic metaphor of costs and benefits to predict behaviour. This theory suggests that individuals and groups choose strategies based on perceived rewards and costs. Social exchange theory states that people factor in the consequences of their behaviour before acting. According to ‘A Theoretical Basis for Public Relations (Chapter 3)’ “In general, people want to keep their costs low and their rewards high.”

• Theories of Cognition and Behaviour: 3. Social exchange theory: predicts behaviour of groups and individuals and is based on perceived rewards and costs. 4. Diffusion theory: suggests that people adopt an important idea or innovation after going through five discrete steps: awareness, interest, evaluation, trial, and adoption. 5. Social learning theory: states that people use information processing to explain and predict behaviour.

Social Exchange Theory would be an appropriate theory to apply to Cause PR’s charity campaign as the purpose is to not only raise awareness for the client, but to also encourage the target market event attendees to donate and fundraise to the cause. If the attendees are aware prior to the event occurring that their actions will be benefiting a morally ethical cause; this could encourage the target market to support the cause.

• Theories of Mass Communication: 6. Uses and gratifications theory: states that people are active users of media and select media based on its gratification for them. 7. Framing theory: suggests that individuals use pre-existing interpretations to make sense of information and events. 8. Agenda setting theory: suggests that media content that people read, see, and listen to set the agendas for society’s discussion and interaction.

An effective case study to analyse in which the Social Exchange theory has been applied is with Charity Water, a non-profit organization whose main objective and priority it to bring safe and clean drinking water to developing countries across the world. Through their use of Social Exchange Theory, the organisation establishes a relationship with their consumers, partners and with the countries involved. The campaign depicted bellow illustrates Charity Water’s use of the theory, by incorporating emotive language to encourage the audience to feel sympathetic towards those suffering and to feel as if they want to make a change and donate to the charity. This is exemplified through their use of alienating the ‘Help’ with a different colour to the rest of the text to stand out and attract the audiences attention.

• Approaches to Conflict Resolution 9. Nine strategies: contention; cooperation; accommodation; avoidance; unconditional constructive; compromise; principled; win-win or no deal; mediated.

POSITIVES OR BENEFITS

NEGATIVES OR COSTS

Cause PR have produced the above diagram which depicts the Social Exchange Theory. The imagery depicts the method in which positives/ benefits are weighed and balanced with the negatives/costs in mind.

3. PR AGENCY RESEARCH: B. THE COMMUNICATIONS AGENCY The below image illustrates B. The Communications Agency’s official Instagram account. The account has an overwhelming social media following with over 24,000 followers. The Instagram page consists of a variety of content such as promotional advertising campaigns for the clients and the company’s own personal broadcast posts. B. often posts brief press releases to the ‘Instagram Stories’ element of Instagram. This is an effective way of attracting the target market’s attention. B. currently has over 30,000 followers on Twitter, this is depicted within the statistics screen-capture on the bottom centre.

B. The Communications Agency was established in 2004 and independently owned by Founder and CEO Sally Anne Stevens and Managing Partner Holly Brunskill. Previously named as B. Public Relations, B. The Communications Agency is a 360 fashion, beauty and lifestyle communications agency that work with brands to set the agenda in fashion, beauty and lifestyle. Their public relations, VIP, digital and social, content creation, social talent, blogger management and outreach divisions use insight, imagination and passion to interpret goals and deliver communications programmes. According to B. The Communications Agency: “We have reframed the traditional PR agency model, evolving our business to a unique position: a united collective of industry-leading expert teams, delivering integrated cross sector global experience, intelligence, networks, relationships and results”. The image below depicts B.The Communications Agency’s official website, the page illustrates the services the agency offer to clients. B. claims the campaigns produced are always informed, powerful and relevant due to the longstanding relationships formed with key industry professionals. The agency have strong skills influencing consumer behaviour and opinions.

The image above illustrates B. The Communications Agency’s Client portfolio. B. The Communications Agency works along side a range of divisions such as Fashion brands, Beauty brands and Lifestyle brands and Talent brands such as Influencers, Models, Bloggers and Youtubers. B. has worked alongside leading brands such as Missguided, Public Desire, Bondi Sands, Quiz, Olivia Burton, Nina Ricci and more. A list of Talents B. works with are Thuy Le, Rosie Fortescue, Laila Loves and more. B. is a well established PR agency, with over twelve years experience working within the field of PR. Without PR agencies such as B., brands and influencers would struggle to reach their target market effectively and efficiently along with a high workload.

RESEARCH OF PR CAMPAIGNS

NIKE’S ‘NOTHING BEATS A LONDONER’ CAMPAIGN: Nike’s ‘Nothing Beats a Londoner’ campaign celebrates youth, sport and music within the capital city of London. The three minute film consists of a variety of sports that take place in London, along with celebrating the determination those encounter during these activities. There’s an array of cameos from 258 members of the public, as well as famous grime musicians and athletes. Nike’s choice of celebrities within the ad is admirable as they’ve selected individuals that aren’t necessarily big names, but ones that can be related to and are credible in inspiring young Londoners. The abbreviation used for Londoner within the campaign ‘LDNR’ is reported to have sparked controversy amongst a number of sources including activewear brand LNDR, which claimed it registered the trademark in 2015. As a result of the trademark infringement accusation, the ‘Nothing Beats a Londoner’ campaign had to be pulled from advertising and removed from all of Nike’s official social media platforms. Before the campaign sparked trademark controversy, the ad itself by Wieden & Kennedy London attracted large praise from the majority of consumers and critics. With Nike being a quintessentially American company, honing in on the city of London is a much more localised approach and prime example that global advertising campaigns can work effectively.

The image above depicts a tweet posted by Sadiq Khan, the Mayor of London expressing his appreciation and pride towards the Nike #LDNR campaign. The use of incorporating the hashtag #LDNR enables the campaign to be shared and to create further discussions which could lead to further exposure for the campaign and brand. The tweet establishes the success of the campaign, in not only representing the youths of London but for engaging and ressonnating with those within the population.

Nike often incorporate reputable athletes as a source of inspiration throughout their campaigns, however within the ‘Nothing Beats a Londoner’ campaign, real kids from the capital of London are incorporated to engage and relate to the target market. Nike are guilty of advertising to the mass-market, focusing on sports like football and using reputable, well known names as celebrity endorsement within their ad campaigns. However ‘Nothing Beats a Londoner’ is a different marketing approach, though London is a huge influential aspect of the campaign used as a culture reference point and backdrop, it is the characters involved that attract attention. The ad focuses on the reality of sports in London, using colloquial language and humour to ensure that the ad relates and resonates with the target audience of youthful, city-dwelling consumers. The ad is very effective at avoiding clichés, one may think that an advertisement focused on London would consist of an array of quintessentially British imagery such as the London Eye or Big Ben, but it doesn’t. Instead the ad is based within the city streets from Dalston to Peckham and inside local basketball, football courts and boxing rings. As a result of this the ad comes across as being Authentic and more relateable to the target audience, as well as installing a real sense of pride within Londoners. London is often faced with negative criticism whether that be focused on crime, poverty or homelessness - the ad shines a light on the positive aspects the city provides to it’s youths.

The chart above illustrates YouGov’s brand tracking data associated with the campaign. The data reflects the campaign’s initial success. Nike’s ad awareness score (whether you have seen an advert for the brand) has risen from +12 to +20 among the general public since the day of its release (9th Feb) to its peak (17th Feb). The campaign has achieved to cut through with a key target audience, with its score among those aged 18-29 rising from +21 to +32.

RESEARCH OF PR CAMPAIGNS

NIKE’S ‘NOTHING BEATS A LONDONER’ CAMPAIGN: Not only does the ad’s success come down to the content imagery and narrative, but it helps that the ad format is in alignment with user habits. Being only three minutes long, the ad is short enough to be viewed on a smart phone - this makes the video highly shareable and accessible. The campaign was given the hashtag #LDNR to generate awareness and discussion for the campaign. There are reports suggesting that the ad generated 4.6 million Youtube views in over the space of a week. To ensure the ad is known across social media platforms, Nike encouraged those that starred within the ad to post their own standalone parts on their official social media accounts. This is depicted below within the screen-captured images from ‘chlomaylee’ Instagram and Skepta’s Twitter.

Although there were reports of criticisms surrounding the campaign for alienating consumers and minorities within the capital such as Asians, the campaign is focused to relate and resonate with it;s core target audience within the city boroughs of London. The decision to focus on London’s inner-city communities is without a doubt a gamble, however one which has appeared to pay off. Nike have produced a creative, authentic, and highly shareable ad campaign, aimed to re-connect with its core target audience. Following the release of the campaign there has been talk across social media exploring which UK city will be next. This can be depicted in the below tweet.

After monitoring and analysing the hashtag #LDNR across different social media platforms, as aforementioned a majority of those that starred within the ad had promoted the hashtag. The hashtag has a generated a total of 4,101 posts across Instagram, which is illustrated below (see right). The screen shot below illustrates professional footballer Maitland-niles official Twitter account. The tweet is promoted with the #LDNR hastag, followed by #Nikefootball and tagged in Nike brand. This tweet has received a total of 295 retweets and over 2,000 likes proving that a hashtag is an effective way of promoting on social media. The screen shot below illustrates members of the public using the #LDNR hashtag. A user writes: “This is London. Culture. Diversity. I love it. @NikeUK Thank you. #LDNR”

RESEARCH OF PR CAMPAIGNS

TED BAKER’S ‘MISSION IMPECCABLE’ CAMPAIGN: As part of Ted Baker’s Autumn/Winter 16 multi-channel campaign ‘Mission Impeccable’, the brand produced a 3 minute shoppable film and google voice search collaboration. The narrative of the campaign portrays the brand as a MI5 spy headquarters, who send out spy agents to track down a fashion villain known to be ‘The Needle’, to prevent a couture catastrophe from occurring. Along with the narrative, items from Ted Baker’s Autumn/Winter 16 collection are showcased within the film. The ad was executively produced by reputable producer Guy Ritchie, and created by Ted Baker’s in-house team. Leading up to the official live release on Ted Baker’s official website, the brand released teasers of the campaign across their social media platforms, including an 11-day social campaign. The lead up to the campaign consisted of a ‘Hacking Social’ technique, which played on the idea of information leaks and that the brand’s official Instagram and Facebook accounts had been “hacked” by the fictitious character the Needle. The idea behind this marketing tactic was to tease customers and generate enigma from a compelling story that people want to know the answers to and to await the launch of the brand’s new collection and film launch. With the focus being on Instagram, the hacker ‘Voile’ posting “clues” across Ted Baker’s social media page to encourage users to solve them in order to win items from the new collection. This can be depicted below within the Instagram post posted by Ted Baker’s official Instagram account. The Instagram post illustrates the “hacking social” technique applied to the campaign. The post portrays GPS co-ordinates purporting to be the location of Ted Baker agents. Instagram users who enter the co-ordinates into Google Maps, who found and posted the correct street name were up for winning prizes. This is an effective method of engaging the audience, whilst building up suspense and excitement for the release of the new collection. Customers within the UK were able to view the shoppable advertising film on Selfridge’s official website, whilst those across the pond in the US were able to access the campaign through Nordstrom. Figure A. illustrates Selfridge’s involvement of promotion, with the use of incorporating the hashtag #MissionImpeccable.

Ted Baker collaborated with Google’s in-house creative agency, Zoo to incorporate a further interactive element to the campaign and retail experience through the use of Google Search. Customers were encouraged to ask Google one of the slogans which were written across the shop windows of Ted Baker stores within the UK. As a result of this, participants would have been entered into a prize draw and were able to access additional information regarding the film’s characters. The brand collaborated with Poke and a variety of different tech partners to extend their campaign beyond online video to incorporate a shoppable video, interactive store windows and an innovative social media presence. Ted Baker have previously experimented with shoppable video technology, resulting in an increase of sales from featured products within the films, implying that this is an effective marketing strategy for the brand.

RESEARCH OF PR CAMPAIGNS

TED BAKER’S ‘MISSION IMPECCABLE’ CAMPAIGN: As a result of the successful social media campaign, the advertising film generated a further interest from consumers. As of March 2018, the film currently has 4,300,192 Million views, an overwhelming and impressive score. This can be depicted below within the screen-shot taken from YouTube.

Figures B. & C., depict further promotion within the Official Ted Baker website. The article explores the launch of the campaign film, along with various instructions as to how they can enter to win prizes and competitions. Text within Figure C. states: “Ted invites you to be the first to witness the Mission Impeccable film and interactive windows to win classified prizes. In addition, The Looking Glass Cocktail Club will be appointed to brew bespoke concoctions; a photo booth on-site will capture the event, and there will be the chance to snag a £1000 shopping spree.” All very enticing for consumers and overall a successful and clever marketing strategy.

RESEARCH OF PR CAMPAIGNS

H&M ‘LADY LIKE’ CAMPAIGN:

H&M’s ‘Lady Like’ Autumn campaign explores what it’s like to be a lady, following the concept of fashion being a means to express yourself and to be our own, unique and independent identity. Many fashion retailers are guilty of presenting airbrushed and perfected imagery to represent their new clothing lines and campaigns therefore H&M’s less glamorous approach is natural and refreshing and has been well received by members of the general public as illustrated within the screen capture taken from Twitter (see right). The campaign film puts the fashion in the narrative context of every day life, portraying women wearing clothes exactly how they would in real life situations - not on the runway or infront of a green screen. The above screen-shot illustrates the Youtube video for the campaign on the official H&M Youtube account. The campaign ad has generated a total of 4,462,814 views. This is an outstanding amount of view, which implies the campaign was successful in generating awareness.

The Lady Like campaign encouraged consumer involvement through the use of sharing the hashtag #ladylike across social media platform Twitter, along with a statement on what they (the consumers) think it means to be a lady. This is depicted above in the screen-capture from Twitter, illustrating Users using the #ladylike hashtag along with praises associated with the campaign. The video created further discussion on the topic and lead to an increase in people sharing the hashtag and commenting on the campaign. This campaign is a prime example of how a campaign can capitalise on online buzz through the use of a hashtag and increased awareness and discussion. Not only has H&M sparked a natural discussion, they have also generated further awareness of their brand and their new Autumn/Winter collection, as well as engaging and connecting with their audience.

The above screenshot depicts the official H&M website, consisting of the inside story behind the campaign, the campaign video and the feature to access the clothing used within the campaign. The below image depicts H&M’s official Instagram releasing the campaign across another social media platform.

CASE STUDY: OCEANA ‘CHEEKY TUESDAY’ PROMOTION

OCEANA ‘CHEEKY TUESDAY’ PROMOTION:

Oceana Nightclub Southampton is known for its student nights, however there’s one night in particular which has caused quite a stir; Cheeky Tuesday. Tuesday nights, otherwise referred to a ‘Cheeky Tuesdays’ consist of students bringing a banana in exchange for free entry to the venue. Whilst questioning students whether they were aware as to Oceana’s reasonings for requiring bananas, they were unaware. After conducting some further research it’s evident that the bananas were jokingly required to feed the Oceana staff whilst working their night shifts. This has faced some criticisms amongst a Junk Food Project ‘Curb’, who have branded Oceana’s student promotion as “Ridiculous”. The controversy surrounding Oceana’s promotion can be illustrated below within a BBC New’s article and an article by Thump. (See below). In response to the criticisms Oceana responded with the following: “We haven’t slipped up! Cheeky Tuesdays is a light hearted promotion that we introduced a while ago. The bananas we receive, on average 50-60 a week, are offered to our 120 employees to eat during their shift.” “If there is a local charity such as Curb, who would benefit from the unused bananas, then we would be more than happy to donate them.” The image above illustrates Oceana’s official Facebook page, depicting an advertisement and promotion for their famous ‘Cheeky Tuesday’ event every Tuesday night. The image below illustrates a promotional Tweet posted by Oceana’s official Southampton account. The tweet offers further promotion, such as the ability for students to ‘Like’ and ‘RT’ the post to win free prizes. This can be depicted within Figure 1. (See top right). Figure 2. Illustrates the promotional poster used to generate awareness for the event. The offering of free entry is enticing to the student demographic. Researching this campaign has led to the decision that this is a successful promotion, one that Cause PR could consider implementing within the campaign to attract a niche target market.

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CASE STUDY: BETHANY WILLIAMS X TESCO BETHANY WILLIAMS Bethany Williams strongly believes that social and environmental issues go hand in hand. Through exploring the connections between these issues they develop innovative design solutions to sustainability. The work is conducted through communities social spaces to try to create a change through producing economic gain for charity. They use a range of social capital, intellectual and labour intensive skills to create profit - which is given to connected charities, continuing the cycle of exchange. Through collaborative activities with communities and charities, they hope to create a collection embedded with real people - hoping to cause a real effect within the social space we engage with. The current collection ‘Breadline’ particularly highlights and finds solutions to the hidden hunger within the UK, specifically working alongside the Vauxhall Food Bank and Tesco to achieve this. Bethany Williams has achieved to develop an exchange of fresh fruit and vegetables (from Tesco) for waste items from the food banks users household. They have developed a collection using these waste materials, as well as recycled cardboard and ‘Tesco everyday value’ branded organic prints, all donated by Tesco. They donate 30% of profits to the Vauxhall food bank, contributing to the cycle of exchange. Through the use of traditional hand crafted techniques and working with local craftsmen and women, they have developed the surface of these waste materials in order to produce hand crafted woven, printed, knited and embroided materials. Bethany Williams garments are 100% sustainable and made in the UK. The buttons are even hand crafted in the Lake District from their collaborators own planting trees. They provide an alternative system for fashion production, as they believe that fashions’ reflection upon the world can create a positive change. The campaign has been promoted through social media on Instagram and Twitter. The campaign was promoted through more traditional forms of media such as through magazine print ‘starring in Look magazine’. Researching into this campaign has enabled Cause PR to view how other charitable campaigns have been represented and conducted. Cause PR’s main aim is to raise awareness for homelessness, therefore researching a campaign which has addressed this issue is beneficial.

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CASE STUDY: VETEMENTS X HARRODS

VETEMENTS X HARRODS Parisian fashion label Vetements have produced a collaboration with charity NSPCC within the store windows of luxury department store Harrods, London. The collaboration mirrors the brand’s takeover of New York department store Sak’s on Fifth Ave windows last July, it’s installation will inhibit Harrod’s windows from 8th February - 2nd March. As before, both the employees and members of the general public are being encouraged to donate their old clothes to become part of the displays. The installation takes a stand against fast fashion, staged intentionally as a reaction to the large-scale waste fast fashion creates. The installation’s purpose is to portray how preloved garments can and should be given a second life, to preserve the planet from the unnecessary mass amount of pollution, fast fashion havocs on the planet. Anyone who contributes clothing to the cause, via the clothes bank displays fixed within the exhibition windows will receive an exclusive Vetements x Harrods wristband made from 100% recycled plastic bottles to commemorate their participation in the project. Additionally, the proceeds from the installation will be donated to NSPCC, a longtime charity partner of Harrods. Gvasalia plans to run 50 more of the installations around the globe throughout the year. The campaign had been promoted through the use of the hashtag #VETEMENTSXHARRODS across different social media platforms. The image (see lower right) depicts an Instagram post published by the official Vetements Instagram account, revealing the campaign. Researching this campaign has enabled Cause PR to gain a further insight into the ways in which PR can produce an effective campaign. The use of incorporating a landfill out of donated clothing through a luxury department store window is very eye-catching and could perhaps prevent those who are found within these shopping establishments to overspend and produce more consumption.

The image above illustrates the #VETEMENTSXHARRODS hashtag search on Instagram. The hashtag has generated almost 200 posts across Instagram, and has received a large amount of interest on Twitter. A tweet and Instagram post from the official Harrod’s accounts depicted below, provides consumers with relevant information about the campaign leading up to the event.

The top left image illustrates the shop window of Harrods, Knightsbridge. The campaign has been praised across all forms of social media from Instagram to blogs and Twitter, all for Vetements continuing effort for encouraging sustainability.

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LIVE CLIENT: WHO/WHAT/WHERE/WHY SOUTHAMPTON CITY MISSION

SOUTHAMPTON CITY MISSION: Southampton City Mission (SCM) are an Independant and non-denominational Christian Charity seeking to serve the church as they believe the church serves the city of Southampton. Formed on the 1st of January 1963 by churches in Southampton to support the work of Oscar Penhearow, Southampton City mission has helped over 100,00 people going through times of sorrow and hardship. After Oscar’s retirement in 1985, the work was taken on jointly by Dave Thorpe and Dave Caplin. Their Christian mission aimed to reach out to those living in near by tower blocks by hosting coffee mornings, after school clubs and projects. Over the next 6 years, there was an increased number of anti-poverty projects establishing within the area such as Basics Bank, Removals Project, Paint Project and Christmas Complete. Within 1999, S.C.R.A.T.C.H. (Southampton City And Region Action to Combat Hardship) formed as a charitable company to manage and prevent further poverty, initiated by Southampton City Mission as a founding partner charity. SCM’s Christian mission works alongside all flavours of the church in the city, this encourages networks of different people from all religious backgrounds to join together across the city of Southampton.

The below screen-capture taken from SCM’s official website, illusCity Mission believe that social and environmental issues go trates projects and current works, from Food Banks to Clothes Banks, hand in hand. Their main aims are to deliver Christian schools Volunteering and Schools Work. SCM’s website is informative and prowork across the city and to provide emergency food and cloth- vides plenty methods of donating online and across different platforms. ing to those who are in urgent need across the local community of Southampton. They partake in daily food banks and clothing banks every Wednesday across the city of Southampton. Donations are welcome from members of the public.

WHY SCM? According to The Guardian’s datablog 2011 statistics on levels of homelessness across England, homelessness has received the largest increase of all time due to the economic downturn, rising unemployement and soaring demand for limited affordable housing. Although the statistics aren’t representative of the entire homeless individuals across the City of Southampton, it is representative of those that have been reported as unintentionally homeless by their local authority. The screen-capture (top centre) illustrates the statistics associated with Southampton. It was recorded in early 2017 by the Daily Echo that there are currently 64 homeless people sleeping rough in five multi-storey car parks across the city of Southampton, this isn’t to mention those that are sleeping on the streets. There is evidently a homelessness issue happening within the city of Southampton and Cause PR would like to benefit the cause by using this opportunity to fundraise money and donations. To further conclude Cause PR’s reasonings behind selecting Southampton City Mission (SCM) for the campaign, SCM were ransacked out of £30,000, days before Christmas by con men. This inhumane activity encouraged Cause PR to choose SCM and to offer help to those in crisis.

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SCM’S CUSTOMERS & COMPETITORS CUSTOMERS: The people Southampton City Mission help are those that are in dire need of clothing, food and financial support. SCM state on the official website that they’re not a direct access project, in that a client needs a valid voucher from a referral agent before they can help them. SCM address that they ‘serve anyone of any background, belief or outlook and are happy to do so’. SCM also state that the food and clothing banks are sort-term projects for those that are in crisis, and that they have the right to refuse or reject any clients from proceeding to access the banks if SCM feels that clients are becoming dependant on the service.

The below screen-captured image depicts typical customers of SCM.

COMPETITORS Across the city of Southampton there are a variety of 13 different charities that focus on helping those that are in poverty and face homelessness. Cause PR have produced a Google Maps search of homeless charities within the city of Southampton. This can be clearly illustrated within the above Google Map screen-capture illustrating the charities in relation to the client SCM. Competitors being Southampton DIP, Society of St. James, Two Saints, SCRATCH, Homeless Healthcare Team, Chapter 1, YMCA Southampton, No Limits Advice Centre, The Salvation Army, Breakout Youth, Samaritans Southampton and District Branch and Southampton Voluntary Services. In relation to SCM most of the competitors are situated within the centre of the city of Southampton, whereas SCM is based within Millbrook. According to the Daily Echo, although there are a variety of charities to help those in crisis, they are all ‘working at full capacity’.

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SCM’S PREVIOUS WORK & SOCIAL MEDIA

PREVIOUS WORK & SOCIAL MEDIA: Southampton City Mission run monthly fundraisers in aim to increase the donations received by the charity. The fundraisers have consisted of:

This tweet below depicts a post by Royston Smith (MP of Southampton) expressing his anger associated with the con men that stole £30,000 from SCM just before Christmas.

• Charity Bike Ride within the New Forest; which saw 74 people take part • Quiz Nights • Black Tie Charity Banquet • Sponsored Marathon

Due to Southampton City Mission’s poor social media presence and lack to promote, these events are often low profile, with little interest show by the public. The charity faced a hugh knock back, after being ransacked of £30,000 just before Christmas by two con men, leaving SCM with very little financial funding to help those in crisis over the Christmas period. This raises the importance of Cause PR’s collaboration with Southampton City Mission, due to how much our donations of clothing/canned food goods and money will mean to not only the charity but those that seek SCM’s service. It’s important for us to maximise the promotional methods in order to raise awareness for the campaign access those members of the public, which would normally be ignored through SCM’s traditional promotional methods.

The image above depicts SCM’s official Facebook page. SCM have generated a total of over 1,000 likes from members of the public. Although the charity lack an overwhelming social media presence across other platforms, the Facebook page appears to be where the most effort is being made and as a result the social media following is impressive. Facebook is clearly a key method of promotion for the charity therefore Cause PR will strive to establish awareness for the campaign across this platform, as well as raising awareness across the platforms which the charity lack presence from such as Twitter and Instagram.

1,021 likes

321 followers

The image above depicts SCM’s official Twitter account, it is evident looking at the statistics that SCM could improve their social media presence and following. The image (see right) illustrates the fact SCM don’t currently operate an Instagram page. To raise further awareness for their company and campaign projects implementing an Instagram account would be beneficial.

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SCM’S BRAND ONION

BRAND ONION:

The lack of students supporting Southampton City Mission is something Cause PR would like to change, along with student’s negative associations associated with those that are homeless and suffering on the streets. After analysing SCM’s brand onion, there is no reason why student’s wouldn’t be attracted to their charity and approachable ethos. Cause PR would definitely have to work on SCM’s socials before promoting on these platforms. The photo (see left) depicts helpers and volunteers, providing help to the charity and in particular the Basic Banks project. Looking at the demographic represented within the image, the description of SCM’s volunteers and helpers would be in alignment. The image below illustrates a photo from SCM’s clothing bank.

The brand onion illustrates the Client’s ethos, the activities undertaken and customers perceptions of the brand. Analysing Southampton City Mission’s Brand Onion, it’s evident that they are a friendly and approachable, Christian charity that provides food , clothing and support to those in need. The charity also works with schools and raises community spirit amongst the community.

ity un m m pirit o C S

Vol u

nte

erin

io at

Support system for those in need

W or sc ks w ho it ols h

Work across the City and provides emergency food and clothes to those in need in Southampton.

Thoughtful m fro s e ur itie ss ar re ch s p ilar ve lie sim Re ther o

Passionate

rist

ian

Understanding Local

Friendly Approachable

Brings the community together

ity

Caring

He ge lps t t b ho ac se k o in n t cri he ris ir f to ee t

ov th ides os c e lo in th ne ing ed to

Provides food to those in need

The Client’s volunteers and members of the public that show a keen interest within the charity and their projects, are typically aged between their late 30s45+. The customers of the Client are as aforementioned welcome to anyone who seeks emergency food/clothing/support (with a referral from an agent). However the volunteers and those that invest an interest within SCM and what the charity do, tend to fall within the following Acorn Classifications: A, Thriving. B, Expanding. C, Rising. D, Settling. They are often those with a stable income and have a lack of social media marketing (only having Facebook and Twitter). There appears to be a lack of support from students.

16.

SCM’S SWOT ANALYSIS

SWOT ANALYSIS: The Swot analysis analyses the client’s strengths, weaknesses, opportunities and threats. A Swot Analysis is marketing tool used to determine a brand’s internal strengths and weaknesses as well as their external threats and opportunities. Conducting a Swot analysis of SCM before launching an event under their name, enables Cause PR to fully assess where the client stands.

- Provides emergency food and clothes to those in need within the City of Southampton - Reputable amongst those who are aware of the charity, due to many opportunities to fundraise such as marathons and events

- Most popular amongst older individuals, not well known to students. We will need to bare this in mind whilst organising our student event - The charity have recently been at risk of fraudulent activity, scammed out of £30,000. This may make them hesitant in agreeing to collaborate with us

- Works with individuals from all Religious backgrounds, not discriminative - Accepts range of donations from canned goods to clothing and money from members of the public

S W O

Analysing the Client’s Swot, Cause PR are confident they can produce a appropriate and effective campaign, aimed to not only raise awareness and donations for the charity but to also build a strong social media presence for the charity as this is what they’re lacking the most currently and would be the biggest weakness. The Swot explores the charity being popular amongst the older generations therefore targeting the charity towards the younger generation of students would be a challenge, yet one which would be worthwhile as it’s important for Cause PR to alter student’s perceptions of homelessness within Southampton. Reaching the new demographic of students offers plenty of new opportunities for the charity. Cause PR will use Mintel to gain an insight into student leisure to ensure the target market are maketed at accordingly and correctly.

- Weak social media presence

- Never held a student event at a venue such as Pop World before. Therefore this would be a new way to fundraise for the charity - Reach new demographic (Students)

- Further collections and donations to add to the charity banks for homeless individuals and those in need - Allow students to change their perceptions of the homeless in the city of Southampton

- Many charities are in the same market, targeting the same demographic - Negative stigma associated with homelessness - potential bad rep for the charity - Students may be aware of the recent fraudulent activity on Southampton City Mission, and may not want to donate to the Charity in case their donated money is at risk

17.

SCM’S EMPATHY MAP THINK & FEEL

EMPATHY MAP: The empathy map illustrates how the customer would feel about the charity. It is a collaborative tool teams use to gain a further insight into their customers. It is essentially a user persona, although an empathy map can represent a group of users such as a customer segment. This empathy map illustrates our target customer, focusing on a range of different factors associated with their preferences on the subject matter of our client’s charity.

- Feel sympathy for those affected by homelessness and in need - Feel determined to make a difference and help those affected - They think they can inspire others to help and contribute to the cause - They think they can make a difference

- Hear people talking about the amount of homelessness in Southampton - Hear of volunteering opportunities HEAR and events that raise awareness

SEE

- See the struggle with the amount of homelessness in Southampton

- Go to events to raise awareness - Donate money, clothes and canned goods

SAY & DO PAIN - Not having the ability to help as much as they’d like - Not enough understanding of homelessness

GAIN - Rewarding to give back to the community - Respect from others - Ego boost

18.

CUSTOMER PROFILE & PEN PORTRAIT TYPE A Grace Martin, 21, Female, Bedford Place - Southampton University Student at Southampton Solent University

Popworld attracts two types of customers: • Type A - The Student (typically 18-23) Acorn Classification: E, Aspiring. K, Students • Type B - The Locals within Southampton (typically 18-24). Grace is a 21 year old 2nd year Fashion Design student at Southampton Solent University. Grace is originally from Reading, Berkshire. Whilst Grace is studying at University she has a part time job at H&M as a sales assistant. Grace is very fashion conscious and is always ensuring she is kept up to date with the latest trends through her monthly vogue magazine subscription and analysing the business of fashion and drapers online using her iPhone 6+. Grace enjoys nights out within Southampton with her coursemates and housemates, in particularly Student Nights which offer discounts and sometimes free entry. When Grace isn’t studying or at work she enjoys going to the gym and going for drinks with her girlfriends. Grace enjoys cooking her own healthy meals and rarely eats out as it’s expensive to her being a student however occasionally she will order a dominoes pizza after nights out. Social media is an influential platform towards Grace’s life as she has an impressive following on her Instagram account @GraceM_Design - in which she showcases her outstanding fashion design creations to thousands of fans and followers. This will come in useful to Grace when she graduates as she could use this platform as a starting point to sell her designs on to those that are attracted by them. Snapchat, Spotify, Netflix, Facebook, Youtube, Tumblr and Pinterest are amongst various apps that Grace uses.

19.

CUSTOMER PROFILE & PEN PORTRAIT TYPE B Tom Green, 23, Shirley - Southampton Local in Southampton, Part time DJ at Cafe Parfait - Southampton

Tom Green is a 23 year old part time DJ at Cafe Parfait in Southampton. Tom lives in Shirley and often visits the city of Southampton during the daytime whilst he is off work. During his evenings off Tom often attends the clubs within Southampton such as Switch, Junk and Popworld with his friends that are a mixture of locals and students from Southampton. Tomâ&#x20AC;&#x2122;s interests are mainly music and going to concerts in London and Southampton with his friends. Tom drives his own car, a black BMW 5 series to and from work each night. Tom enjoys eating out the most and getting takeaways as he has limited time in the evenings with working late at night and needing to arrive on time to events. Mcdonalds and Dominoes are Tomâ&#x20AC;&#x2122;s favourite fast food restaurants. Tom has an impressive social media following across his Instagram account @TomG_DJ and Twitter @DJ_TomG both with over 3,000 followers. Youtube, Spotify, Snapchat, Netflix and Fatsoma are other apps Tom uses.

20.

SURVEY QUESTIONNAIRE FINDINGS

Before making important decisions regarding the campaign, Cause PR have put together a questionnaire survey and sent it out to members of the target market to gain an insight into consumer behaviour and preferences.

The first question focuses on finding information regarding the participants gender, this is to retract information about the target market to form appropriate marketing and campaign decisions. The results suggest that the majority of the target market that would be interested in attending would be Females (73%), Males received a total of 25%.

This question determines what occupations the target market consists of. The results suggest that the majority of the participants (87.5%) are students and the remaining are either working full time (10.3%) or working part time. Acknowledging that the majority of the target market are students will be beneficial to the marketing decisions as students fall under a niche, which could be encouraged through the use of promotions and discount techniques.

This question explores whether the target market would be willing to go clubbing if it were for a good cause. The majority of participants 82.4% answered ‘Yes’, implying that they would be willing to go clubbing for a good cause. 14.7% participants answered ‘Maybe’ with very few remaining answering ‘No’. The results from this question suggest that the idea of clubbing for a cause campaign would be beneficial to the charity of choice and the target market.

This question collates information regarding the target markets age range, the results suggest that the majority of participants are aged between 18-24 with 96.3%. This provides a clear picture to the age range required to be targeted at.

This question determines whether the target market current get involved in charity work. The results suggest that the majority of the target market donate clothing, attended charity events, donated money and food. Only 17.6% of participants answered No, which suggests that the majority of our target market would be willing to donate to charity for a good cause. At this stage it’s reassuring that the target market are willing to donate, as the campaign’s main aim is to encourage students to donate.

This question explores whether the target market would be swayed to exchange their unwanted, appropriate clothing and canned goods for donation in exchange for either a free drink token or free entry to the event. The majority of participants 59.6% chose ‘Free Entry’, whilst 40.4% chose ‘A Token for a Free Drink’. Although the results are fairly close, Cause PR have chosen to go with the leading choice of ‘Free Entry’ in exchange for donated clothing/canned goods on arrival from attendees.

21.

SURVEY QUESTIONNAIRE FINDINGS

This question purpose of this question is to determine whether PopWorld would be an ideal location for the proposed target market. The findings suggest that Popworld would be an appropriate location within Bedford Place as 81.1% of participants said ‘Yes’ to enjoying going out in Bedford Place, whilst the remaining 18.9% answered ‘No’.

This question determines how often the target market goes clubbing on a weekday. 27.9% answered ‘Once every couple of weeks’, whilst 26.5% answered ‘Rare, once a month’. Followed by 19.9% answering with ‘Twice or more a week’. These are the three highest answers amongst the target market therefore Cause PR believe hosting an event during a weekday would have a fairly good turnout, especially as only 7.4% of participants from the target market answered with ‘Never’ to how often they go clubbing during the weekdays.

Question 9 seeks to gain an insight into the target market’s preference of day during the week in which they’d prefer to go clubbing. The results suggest that the majority of participants 68.4% would prefer ‘Wednesday’, followed by 25% answering ‘Monday’ and the remaining 19.1% preferring ‘Sunday’. Analysing the result it would be wise to host the event on a Wednesday if possible, as this is the preferred date amongst the target market.

10.

The final question within the survey is to determine whether the target market have ever been clubbing in Popworld. The results suggest that the majority of participants (73.5%) do go clubbing there as they answered ‘Yes’. The remaining 26.5% answered ‘No’, this result is minor in comparison to the high percentage of the target market which do go to Popworld. Cause PR have decided it would be wise to go through with the plans of hosting the event at the Popworld venue.

SURVEY ANALYSIS: Overall conducting a survey questionnaire, enabled Cause PR to gain a further insight into the target market of the campaign, along with important preferences which would contribute to a successful campaign and charity event. Without gaining an insight into the proposed target market, the marketing strategy could be jeopardised with inaccurate information. Conducting the survey and collating the results has enabled the campaign to proceed going forward with the next stages, as Cause PR have all the information required such as: • Whether the target market would get involved in charity work such as making donations to a good cause. • Whether the target market would be willing to go clubbing for a good cause. • Whether the target market would exchange unwanted clothing/canned goods in return for free entry to the night. • Whether the target market would go out in Bedford Place and enjoy it. • Whether the target market would be willing to go out on a weekday. The target market selected ‘Wednesday’ with a overwhelming response of 68.4% selecting this as their preferred date of choice. In regards to the above bullet points, the majority of target market are willing to get involved to contribute to the helping of the cause, which is great news to Cause PR. The next step is to plan the campaign, create the promotional material such as posters and Facebook event page, engage with the target market and contact the charity client and venue to proceed.

22.

MINTEL TREND ANALYSIS

STUDENT LEISURE TRENDS: Following an in-depth analysis of Mintel’s March 2010 report on ‘Student Leisure’ Cause PR have been able to access relevant information both quantitative and qualitative data, which will further their understandings of the target market and produce a successful campaign. According to Mintel, just under a third of students go to nightclubs regularly; with later pub opening hours, many well may opt to stay put rather than pay extra to go to a club. These findings suggest that students are often put off by club entry fees therefore offering the option of free entry to the campaign event would be enticing to the target market (students). Mintel’s report continues to explore the idea of discounts being the most effective method of targeting students, stating that: “Nearly half of students tend to stick with leisure venues that have student discounts.” Focusing on First year students the report suggests that first year students tend to be most focused on going to the pub and nightclubs, whilst those within the third year and beyond display more interest in sport, exercise and eating out. (Mintel Student Leisure). According to Mintel’s ‘UK Nightclubs Market Report’ May 2016, Leisure Analyst Rebecca McGrath states: “Going forward nightclubs need to focus on increased differentiation, whether through more themed occasions or live music, to help reinvigorate excitement around the nightclub experience. Better utilisation of smartphone technology, in terms of promotion and visiting behaviour, also offers many opportunities”. The findings suggest that themed nightclub nights are often most popular in comparison with standard nights. Cause PR will take this into consideration when planning the charity event as it’s critical that there is a high engagement amongst the target market and turnout at the event. The findings suggests that utilisation of smartphone

technology in terms of promotion would provide many opportunities, this is something Cause PR would like to explore, such as the creation of a Snapchat Filter; which the target market can use at the event to raise awareness for the campaign and charity. Consumer research for this report has shown that social networking sites such as Facebook, Youtube an Twitter are proving to be increasingly popular with leisure operators looking to target the student target market. Additionally, data from the report has shown that over a half of students use social networking sites to find out what is going on whilst a further third use them to plan and organise their leisure activities. The report expresses that unlike traditional methods of advertising and promotion such as press and radio, the digital media methods are free to use and are interactive, allowing the audience to respond and interact. Leisure operators often inform students of special discounts, drink promotions, events and competitions through digital media. The report has shown that many clubs and pubs have Facebook pages to develop a sense of community amongst the regulars. Collating this research has enabled Cause PR to gain a further insight into the target market and to make important decisions that will resonate with the target market.

GIVING BACK TRENDS: As the campaign is charity based it would be wise to gain a further insight into Mintel’s trends of giving back to ensure the campaign is worthwhile and effective. The findings suggest that people are always looking for ways to help and benefit others. The report states that although volunteering has been around for a while, recent events and developments have led to consumers to increase the activity of giving back.

The data explains that amongst UK millenials 23% ‘feel very confident about doing charitable work’, whilst 30% of US consumers aged between 18-22 ‘believe their generation is likely to be more active in the community than previous generations’. The findings suggest that Cause PR’s proposed target market of Students would be appropriate for the campaign as the research suggests that younger generations are most likely to participate in charitable work than their elders.

The findings proceed to explore the idea that leisure and entertainment businesses can host or create programmes that enable people to use their free time to help others. Providing a charity somewhere central to stage their events will result as a good reflection on the businesses that help out. Being aware of this knowledge is pleasing, as it implies that businesses would be willing to host events in aid of charity work to gain a good reflection of their own business.

23.

THE CAMPAIGN BRAINSTORM & INSPIRATION

CAMPAIGN INSPIRATIONAL MOODBOARD:

#CLUBBING FOR A CAUSE

Theme: Neon Glitter Venue: PopWorld Promotions: Â£1.50 drinks all night & Free Entry when attendees bring in unwanted clothing or canned goods in exchange for free entry to the event. All proceeds from event go to Southampton City Mission for the food and clothing bank projects.

24.

RATIONALE OF CAMPAIGN & PROPOSAL

CAMPAIGN PROPOSAL:

EVENT AIMS:

The idea behind this project is to work alongside the confirmed client charity Southampton City Mission to raise awareness for not only the charity but the level of homelessness across the city of Southampton. The aim is to target the student demographic to alter their perceptions of those that are homeless and to encourage them to make donations for the cause. Cause PR would like to host #ClubbingForACause - a Neon Glitter night of fun at Popworld venue in Southampton. Attendees exchange unwanted clothing or canned food goods in return for free entry to the event. The donations from the night will be collected by SCM to stock their clothing and food banks. With £1.50 drinks all night this would appear appealing to the Student demographic. The night will consist of neon and glitter face painting stations and a giveaway gift raffle charging £1.00. All proceeds will go towards the charity.

The event aims to prevent students from holding negative perceptions against those that are homeless and suffering on the streets. Cause PR will encourage the student demographic to make donations through the use of enticing them with free entry to the event. The events primary aim is to raise awareness for the level of homelessness within Southampton and to raise donations and money to support the charity Southampton City Mission, which was swindled out of £30,000 just before Christmas. Cause PR want to help the charity get back on their feet by combing charity with clubbing. This will be a new way of fundraising for SCM, with their current social media presence being poor, Cause PR will have to ensure an effective promotional strategy is in place when promoting the event. Cause PR intend on producing a questionnaire survey after the event, in order to analyse how effective and efficient the campaign was. This will enable Cause PR to produce a conclusion, which is well respective of the target market’s opinions and views in mind. (See left image: Popworld, Southampton). (See below Image: Southampton City Mission representative Chris Davis MBE, founder of Basic Banks with crates for the basic banks project).

EVENT ELEMENTS: Event: Clubbing For A Cause Date: 21st March 2018 Time: 10pm-2am Venue: Popworld, 17 Lower Banister St, Southampton SO15 2EH Theme: Neon Glitter Requirements: Attendees must bring in unwanted clothes or canned foods (in date) in exchange for free entry The event will be promoted both around Southampton Solent University and the University of Southampton through the use of advert flyers and across each University social platforms. The event will also be promoted individually across each member of Cause PR’s social media platforms: Twitter, Facebook, Instagram and Snapchat. The Mintel ‘UK Nightclubs Market Report’ (2016) data has shown that Facebook is the most effective form of promotion for Leisure businesses. Additionally the data from the report has shown that over a half of students use social networking sites to find out what is going on, with a further third use them to plan and organise their leisure activities. Producing a Facebook event page for the Clubbing For A Cause event would therefore be an appropriate action.

25.

TIMELINE OF CAMPAIGN

CAMPAIGN TIMELINE: The campaign timeline illustrates the proposed timeline of achieving outcomes for the campaign. From the 1st February all the way up to the 21st March. Itâ&#x20AC;&#x2122;s important to stick to the timeline to ensure there is enough time to achieve all of the objectives and aims. The most time consuming activity within the timeline of campaign would be the promotional strategy as this will be conducted over a number of days and weeks leading up to the event. Not only will the online, digital promotional strategy have to be consistent and constant, but the offline promotional strategy of handing leaflets round the universities and halls of residences are equally as important to ensure the new demographic of students are reached.

11th Feb 2018 Conduct research 8th Feb 2018 into target market 28th Feb 2018 Contact David Confirmed (student demoOsbourne to venue at graphic) to deterdiscuss cam- mine the best meth- Popworld on paign and 21st March ods of targeting seek approval them

1st Feb 2018 Team meeting to discuss the campaign - what charity and what the campaign will consist of

7th March 2018 Purchase glitter and face paint for glitter station

30th March 2018 10th Feb 2018 Confirm photographer Devise for the event night to campaign plan and form event capture photos which will elements such raise further awareness after the event as venue, timings and target market

7th March 2018 Produce Facebook event page

8th March 2018 Send press releases to Wave 105, Solent Radio and Daily Echo

18th March 13th March 2018 15th March 2018 2018 Hand out posters Re-send press Post proaround the city releases to main motional ad of Southampton media outlets across social including halls of â&#x20AC;&#x2DC;Daily Echo etcâ&#x20AC;&#x2122; to media pages, residence and refresh interest in start making around the event decorations for university venue

12th March 2018 Get posters printed of campaign event ad

14th March 2018 Purchase gifts for raffle prizes such as Easter eggs and Alcohol

20th March 2018 Post promotional ad across social media pages,competition (tag a friend & share the event for prizes finish designing decorations for venue

17th March 19th March 21st March 2018 2018 2018 Start countPost proCharity event down posts motional ad at PopWorld. promotional ad across social Send out Suracross social media pages, vey after event media pages, finish designto generate an hoodies printing decorainsight into the ed with tions for venue effectiveness of graphics on the campaign

26.

SMART CAMPAIGN OUTCOMES

REACH NEW DEMOGRAPHIC OF STUDENTS THROUGH A STRONG SOCIAL MEDIA CAMPAIGN: One of the overall goals of Clubbing For A Cause (2018) for Southampton City Mission was to ensure that a new demographic of Students were targeted to encourage the younger generations to donate to charity and give back to their community. Another goal associated with targeting Students, was implementing a strong promotional campaign that would engage and attract the target audience through the use of promotions, competitions and offers. With the knowledge Cause PR gained from researching Mintel’s ‘Student Leisure’ (2010) report, including offers and promotions would appeal to the student demographic and encourage them to attend the event. With SCM’s social media presence being poor; this is a key aspect Cause PR will have to work on.

SMART ANALYSIS: Specific: • To reach a new demographic (students) for the client charity SCM. • To encourage the new demographic of students to fundraise and get involved in giving back to the community. • To target and promote the new demographic strongly to ensure they’re attracted to the event and enticed to get involved. • To improve SCM’s social media presence and awareness amongst youths. Measurable: • Aim of reaching new demographic of students is measurable through monitoring social media statistics and keeping an eye out for which age ranges are engaging with the promotional posts and material. • The levels of donations will determine whether Cause PR have achieved in encouraging the new demographic of students to donate to charity. • Strong social media campaign measurable through the levels of high engagement on the social media posts, as well as a high turn out on the day of the event.

The image (see left) illustrates the promotional posts posted leading up to the event. The post consists of special offers, which reads: “Chance to win Special Raffle. Tag some friends in this post/share the event for opportunities to win free gifts!” This is a great method of appealing students.

Achievable: • Reaching new demographic of students is achievable through direct marketing strategies aimed specifically at students such as posting the main event poster within university Facebook pages and forums. • To reach a new demographic (students) for the client charity SCM, Cause PR will have to include promotions and offers such as free entry to the event in exchange for charitable donations of clothing or canned food goods. £1.50 drinks is again another effective promotional strategy. • Improving SCM’s social media presence is achievable through a well conducted social media campaign and communication with local press outlets. This can be achievable through raising awareness of the charity and the cause of the campaign by sending a Press Release out to outlets such as The Daily Echo or Solent Radio.

Realistic: • The objective of reaching a new demographic is fairly realistic as a large proportion of the City of Southampton is students due to two big Universities residing within the location. According to Mintel, young people are most likely to engage within charitable work therefore encouraging students to get involved and attend is promising. • Including promotional offers such as free entry in exchange for donations are realistic as the donations in question (Clothing or canned foods) are fairly small and appropriate to carry and bring to an event. The donations will be taken at the door in exchange for free entry to the event. This will be monitored through the staff member on the door. • Improving SCM’s social media presence through a strong social media campaign and raised awareness through offline promotion methods such as newspaper and radio to reach the new demographic is realistic, as their current efforts are focused primarily on their Facebook page which attracts a majority of Baby Boomers. Time-bound: • To reach a new demographic (students) - (7th March up until 21st March and thereafter). • To encourage students to donate - (7th March up until 21st March and thereafter). • To improve SCM social media presence - (7th March up until 21st March).

27.

SMART CAMPAIGN OUTCOMES

ENCOURAGE STUDENTS TO CHANGE THEIR PERCEPTIONS OF THE HOMELESS & TO DONATE TO CHARITY: Another key outcome aimed from the campaign is to alter student’s views on homelessness and to encourage students to donate through methods of fundraising such partaking within the Neon glitter facepainting stations and entering the special gift raffle. The city is plagued with homelessness and often those that are homeless are branded with negative associations therefore it’s important to ensure that students aren’t put off by helping the cause. Cause PR will need to ensure the homeless are represented in a sympathetic, yet positive light and not in the ways which they are often represented within the media such as ‘Drug Addicts’ and ‘Losers’.

Achievable: • Encouraging students to get involved within donations can be achievable through raising awareness to the fact that there will a neon glitter facepainting station and raffle across social media. As aforementioned within Mintel’s Student Leisure (2010) report, Facebook is the most effective platform in which Students plan and organise their nights out, therefore promoting on that platform is crucial.

Measurable: • To measure whether student’s have changed their perceptions of the homeless, Cause PR may have to hold another discussion with the same group of student’s that had poor respect for the homeless to see whether the event had changed their opinions of them. Another option could be to conduct another survey, this time after the event to gain an insight into the attendees current views now that they’ve experienced the campaign. • The amount of money produced from the neon glitter facepaint stations and raffle will determine whether Cause PR have achieved in encouraging the new demographic of students to donate to charity.

Realistic: • Changing student’s perceptions of the homeless is a risk, as there are a variety of extraneous variables that could affect the desired results such as if any students have had a previous bad experience with a homeless person. Although, with the right marketing and emotive language, Cause PR will ensure that even if Student’s don’t alter their opinion, they will still be aware of the level of homelessness within the area and be more conscious to donate to the charity and cause. • Encouraging students to take part within the fundraising activities on the night such as the face painting stall and raffle are realistic as both have been promoted constantly throughout the social media campaign therefore there is a build up of awareness of the available activities. The theme of the night is Neon Glitter, therefore having a neon glitter facepainting stall is appropriate and will attract attention from attendees who might want to reflect the theme a bit more and represent the decorations.

Achievable: • Changing student’s perception of the homeless could be achieved through sympathetic marketing strategies or social exchange theory, which plays on the audiences emotions to be influenced to feel a particular point of view.

Time-bound: • Changing student’s perceptions of the homeless - 7th March up until 21st March. • Encourage students to take part within the fundraising activities: 7th March - 21st March.

SMART ANALYSIS:

Specific: • To ensure student’s change their perception of the homeless. • To encourage students to take part within the fundraising opportunities available on the night of the event.

The above and below image illustrates the raffle station and one of the neon glitter face painting stations. These will be methods of fundraising for the client charity Southampton City Mission on the night of the charity event #clubbingforacause.

28.

OFFLINE PROMOTIONAL METHODS NEWSPAPER

RADIO

LEAFLETS & POSTERS

To attract a wider target audience and raise greater awareness for the Clubbing For A Cause Campaign Cause PR intend on sending out press released to the Daily Echo as aforementioned within this report they reach a large proportion of residents residing within the southern areas of the UK, therefore there is the potential to maximise on reaching the new demographic of students to raise a greater awareness for the campaign and client SCM.

Cause PR will be sending out press releases to local radio stations within the Southampton area such as Wave 105 and Radio Solent as itâ&#x20AC;&#x2122;s essential to reach the target market demographic of students so that they attend the event and also general members of the public to generate a further awareness for the charity event and client SCM. Promoting the event through radio will enable additional members of the public such as those that are driving all day or working within an office to hear about the event and campaign.

Cause PR have produced a series of posters that will be promoted both online and offline. The posters will be promoted offline by getting the main promotional event poster printed off professionally as flyers and handed out around the two universities Southampton Solent and The University of Southampton. Cause PR will also be posting the posters up on walls around the universities, such as the libraries and lunch halls to attract further awareness and to ensure the target market demographic of students is fully met. Cause PR will proceed to promote the event through handing leaflets through residentsâ&#x20AC;&#x2122; postboxes within the student situated location of The Polygon, in Bedford Place. Handing out leaflets is an effective way in establishing an event to the public.

The image (see bottom left) illustrates promotional stickers Cause PR had made prior to the event, to hand out to attendees during the event and to take away with them afterwards. Stickers is an effective way of being proud to have contributed to something, in this case a great charitable cause. The bottom right photographs illustrate the main promotional event poster. The image (see nearest photo on the right) illustrates the poster Cause PR framed outside Popworld the night before the event. This was intentionally done to attract the attention of those attending the previous student event the night before. Many of these posters had been posted up along walls within the Universities and halls of residence. The further away right hand side photo depicts Cause PR handing out smaller sized posters.

29.

ONLINE PROMOTION DIGITAL POSTERS

Within the promotional aspect of the PR campaign, Cause PR have designed a variety of different promotional posters to advertise the event, using a range of different social media platforms such as Twitter, Facebook, Instagram and Snapchat. The Mintel Student Leisure Report (2010) findings have shown that ‘social networking sites such as Facebook, Youtube an Twitter are proving to be increasingly popular with leisure operators looking to target the student target market’. See left images for 3 posters out of the collection of posters produced to promote the campaign.

FACEBOOK EVENT PAGE

A Facebook event page is an ideal way to generate awareness amongst the target audience of the event. Below is the Facebook page produced along with the bio, which provides the target audience with relevant information regarding the event. The event page will be the distribution point for the majority of social media promotional posts as the target market can access the information in one space and get a notification from it too.

CLUBBING FOR A CAUSE

SNAPCHAT FILTER

Producing a Snapchat filter is an effective way in raising further awareness for a brand or campaign, as well as being interactive with the consumer. Those that attend the event will be able to use the Snapchat filter throughout the night with the event title ‘Clubbing For A Cause’ branded on their image - this is an effective way in getting an event / campaign noticed and spark a public discussion on the matter. Findings from Mintel suggest that ‘utilisation of smartphone technology in terms of promotion would provide many opportunities’ - producing a Snapchat filter would utilise smartphone technology and engage the target audience. See imagery right for the Snapchat filter and the poster which will be stuck on the walls within the venue to ensure the attendees at the event are aware of the filter.

30.

ONLINE PROMOTION: SOCIAL MEDIA TAKE OVER PROMOTIONAL VIDEO:

POSTS IN THE LEAD UP TO THE EVENT:

Producing a promotional video to accompany the campaign was effective and efficient in generating greater awareness for the campaign and charity Southampton City Mission. The video provides details of the charity event such as the theme, location, entrance requirements and provides the audience with a general ethos of the event. The video has the functionality to be highly shareable and accessible across multiple devices therefore reaching the proposed target market of students can be easily achieved as the link can be shared across multiple channels and platforms. The promotional video is an addition to the promotional posters which were constantly being promoted during the lead up to the event. The imagery and colour tones used throughout the video represent the colours within all of the promotional materials, consistency is key when appearing professional.

Within the lead up to the campaign event each member of Cause PR posted individual promotional posts across a variety of different social media sites such as Instagram, Twitter and the Eventâ&#x20AC;&#x2122;s Facebook page to engage with the target market and inform them on any updates regarding the charity and campaign event. The posts accompanied the hashtag #clubbingforacause to encourage a public discussion and to generate further awareness. The image (see right) depicts a tweet by Popworld Southamptonâ&#x20AC;&#x2122;s official Twitter account - highlighting the key event elements along with the hashtag. This is an effective way in promoting the event and reaching the target market of students as many students will following Popworld, therefore the event is being exposed accordingly to new target markets and a larger population of those that fit within the student demographic segment. The images below illustrate the countdown to the event posts and relevant information.

The above image illustrates a tweet posted by a member of the team promoting the event on social media platform Twitter. This tweet received attention from a journalist. (see page 32.)

31.

PRESS PACK: PRESS RELEASES

BEFORE EVENT PRESS RELEASE:

AFTER EVENT PRESS RELEASE:

The below press release was produced to be released prior to the event. The press release consists of crucial information such as who, what, where and why. The press release was sent out to various newspaper outlets and radio stations in Southampton such as the Daily Echo, Radio Solent and Wave 105. The contact details at the bottom of the release are important for outlets to source further information.

The below press release was produced to be released after the event. The press release consists of relevant information regarding the facts and figures associated with the event such as the total amount of fundraising efforts produced on the night. The press release also expresses Cause PR’s gratitude towards those that made this event possible and for being given the opportunity to make a change. For Immediate Release, 27th March 2018.

For Immediate Release, 28th February 2018.

#ClubbingForACause #ClubbingForACause Join us on the 21st March (10pm-2am) at Popworld for a neon glitter night of fun, hosted by 5 Southampton Solent University students (Stella Lloyd, Kim Yanez, Olivia Beresford, Poppy Greenfield and Amy France) in aid of local charity Southampton City Mission (SCM). This is SCM’s first collaboration with students and aims to challenge young individual’s perceptions of the homeless in Southampton and encourage them to give back to their community. Attendees of the event are encouraged to bring along canned food goods or items of clothing in exchange for free entry to the event. Founded in 1963, Southampton City Mission prioritises on bringing those within the community together and helping those in crisis and desperate need of clothing and food. With 5 food banks and daily clothing banks across the city, the Christian based charity is a crucial support system for those struggling within Southampton. Southampton City Mission invites students and young individuals to get involved in this 1 night only event combining clubbing and charity together. #ClubbingForACause is a great opportunity for not only those who love to dance the night away, but for those who also want to make a difference in their community by giving back and helping those that are in desperate need and suffering. All proceeds such as money and donations fundraised on the night will go towards Southampton City Mission and stock up their donation clothing and food banks. There will be a neon glitter face painting station and giveaway raffle, which again all proceeds will go towards the charity. The event will take place at: Popworld, 17 Lower Banister St,

The event combined clubbing and charity together, a new way of fundraising for Southampton City Mission which aimed to attract a youthful target audience to alter their perceptions of the homeless seen within their university city. The PR group of students who hosted the event stated: “We are aware that students are financially conscious, therefore we incorporated the idea of bringing in spare items of clothing / canned goods in exchange for free entry as a unique selling point and method of encouraging students to give back to their community”. The event consisted of a range of fundraising activities such as neon glitter face painting stations and a giveaway raffle, both available at only £1.00. The PR students in charge of the event ‘Cause PR’ and their fundraising efforts equated to a grand total of £200 for Southampton City Mission, along with 11 crates of donated clothing and 4 crates of canned food goods. We are more than thankful to all those attended and donated to the charity, Cause PR managed to raise a weeks worth of donations in just one night. A statement from David Osbourne, Southampton City Missions’ Bank Manager expressing his gratitude towards the Students: “Thank you so much for your support for SCM Basics Bank by providing food that we can give out. Your donation of food is gratefully received by us and will be appreciated even more by clients in the coming weeks”. Founded in 1963, Southampton City Mission (SCM) is a charity that prioritises bringing the Southampton community together and to help those in crisis. SCM hosts 5 daily food banks across the city, along with clothing banks every Wednesday. A city overwhelmed with homelessness, when given the opportunity to fundraise for a local charity we immediately contacted SCM after learning that they had been swindled out of £30,000 just before Christmas. We would not only like to thank those who attended and donated but those who supported us and enabled this event to take place. This was an amazing opportunity for all involved and truly wouldn’t have been possible without Popworld for providing us with a venue and Southampton City Mission for working with us. We’re beyond grateful for challenging student’s perceptions of the homeless in Southampton and for making a change by encouraging those to give back to the community.

Southampton, SO15 2EH Doors will open at 10pm and close at 2am. Share the event with #ClubbingForACause

Share the event with #ClubbingForACause

Website: www.southamotoncitymission.co.uk Twitter: @SCM_CHIRPS Facebook: www.facebook.com/SouthamptonCityMission Event: www.facebook.com/events/229066170992822 For further information please contact Stella Lloyd

On the 21st March 2018, Southampton City Mission teamed up with five Fashion Promotion and Communication students from Southampton Solent University (Stella Lloyd, Olivia Beresford, Amy France, Kim Yanez and Poppy Greenfield) to raise money and donations for those in desperate need of clothing and food in the city of Southampton. The neon night of fun, entitled #ClubbingForACause was held at Popworld and attendees were required to bring along items of clothing or food in exchange for free entry to the event.

2lloys34@solent.ac.uk 07850676979

Website: www.southamotoncitymission.co.uk Twitter: @SCM_CHIRPS Facebook: www.facebook.com/SouthamptonCityMission Event: www.facebook.com/events/229066170992822 Many thanks to our photographer Briony Zara Earle Photography. For further information please contact Stella Lloyd

2lloys34@solent.ac.uk 07850676979

Sending the press releases to local press outlets such as The Daily Echo and Radio Solent are effective ways of generating awareness amongst the local community for the campaign. It’s important to generate as much awareness for the charity and the event as SCM are in desperate need of stock for the basic bank clothing and food projects, therefore the most awareness the better. Informing the target market about the city in which they’re residing within, offering them the opportunity to give back to the community is a key aspect of the campaign. Enticing students with free entry to the event in exchange for unwanted clothing and food goods encourages Students to donate and help the cause, therefore it’s key to get this information out there into the public. As of 2017 The Daily Echo newspaper has shown that its publication has an average of 49,886 readers and 1,209,382 monthly unique browsers visiting the website. The Daily Echo covers the southern areas of the UK such as the New Forest, Southampton, Salisbury, Fareham, Lee-on-theSolent, Winchester, Basingstoke, the Isle of Wight and surrounding areas. The Daily Echo is the most relevant and appropriate media outlet for Cause PR to reach out to as, ‘The Southern Daily Echo reaches 82% of Southampton residents every month’ (Daily Echo, 2017). Therefore providing the Daily Echo with the press releases is an effective way in reaching out to the local population and new demographics.

32.

GENERATED PRESS

GENERATED PRESS:

Southampton City Mission’s #ClubbingForACause event, in collaboration with Cause PR with help of Popworld, generated a large amount of press interest as the event aimed to tackle homelessness within the city of Southampton. With a city plagued with homelessness, this event sheds a light on those that are homeless with the help of combing charity with clubbing for students. The aim of this event was to reach a new demographic of Students for the charity SCM, and to encourage them to make donations to help the cause. Figure 1. depicts Stella’s mentions of engagement through social media platform Twitter. User Southampton Scene post states: “Well done Stella it’s a very important cause within our community, we hope it’s a great success. #Southampton.” Followed by another tweet which reads: “If you’re in #Southampton get down to @PopworldSoton tonight and support this charity event @SCM_chirps do an amazing job in our community.” Twitter has played an influential role in encouraging engagement and raising additional awareness for the event. Figure 2. depicts a response from Amy Jo, a journalist for ‘The Report’ online newspaper.

2. 5.

Figures 3&4 depict aforementioned ‘The Report’ journalist Amy Jo, request to write a story on the campaign. The red arrow points out to the front page section which raises awareness for the campaign event, along with Figure 4 (a close up of the story later throughout the paper). It’s great that #clubbingforacause has generated such an interest amongst the community, as it will not only help raise an awareness for the cause but for the client SCM and the projects they partake in. Figure 5., is a section of The Daily Echo newspaper, in which Clive Hammond produces a story on the campaign. Again, this was such a great achievement for the team as it felt like we had succeeded in one of our main aims of generating publicity and awareness for the charity and cause.

33.

SURVEY QUESTIONNAIRE FINDINGS AFTER EVENT

After the #clubbingforacause charity event, Cause PR produced a survey which was sent out to attendees that attended to gain an insight into the outcomes of the event and whether the target market felt that the demands were met. This will be beneficial to the production of the campaign conclusion. Only some of the questions and responses from the survey are represented here due to relevance, therefore the remaining questions and results can be found within the appendices of this report.

Question 1 seeks to find out what occupation those that attended the event have. The results suggest that 81.09% are ‘Students’, 13.51% are ‘Working Full Time’ and the remaining 5.41% are ‘Working Part Time’. In comparison to Source A. (see pie chart above), which is the results from the survey taken prior to the event and event planning - the expectation of students being the primary target market is in alignment with the reality of those that attended. This is ideal, as it means Cause PR have targeted the correct target audience.

Question 5 aims to determine whether attendees had heard of Cause PR’s client Southampton City Mission prior to the charity event. The result findings suggest that the majority of attendees weren’t aware of SCM before the event with 75.68% saying ‘No’ that they hadn’t heard of SCM, and 16.22% saying ‘Yes’ that they had. Cause PR have successfully raised awareness for the client SCM as although the attendees hadn’t Question 2 seeks to find out how the attendees heard of them before the event, they definitely have now. heard and found out about the event before attending. This determines whether Cause PR’s 6. promotional methods were effective and efficient in alerting members of the public of the B. event. The findings suggest that 32.43% found out through ‘Posters’, 62.16% found out through ‘Facebook Event Page’ and the remaining 70.27% found out through ‘Word of Mouth(from a Friend)’. These results suggest that Cause PR’s marketing efforts of printing out leaflets and handing them out throughout the city was successful, along with the production of the event Facebook page and posting promotion- Question 6 aims to determine whether attendees made any al posts leading up to the event to engage the food or clothing donations on the night of the event. Anatarget audience. Word of mouth seemed to be lysing the results it’s clear that the majority of attendees ananother popular method in which attendees swered ‘Yes’ with 94.59%. The remaining 5.41% answered heard about the event which is encouraging as ‘No’ - which is a shame, although they could have donatCause PR ensured the event was mentioned ed money instead of clothing and food. The results from this within a Radio station and the Daily Echo news- question are in alignment with our expectations as depicted paper prior to the event to raise awareness. through Source B. survey findings collated prior to the event.

34. EVALUATION:

EVALUATION ed the teams expectations of 100. Out of the 150 students that attended and filled out the after event survey, 94.59% had donated to the cause. Clubbing For A Cause generated a total of £200 from the Neon glitter facepainting stations and raffle, with a total of 11 clothing crates and 4 crates of food donated from Students. With many of the homeless charities within Southampton, including Southampton City Mission all working at full capacity with constant need of stock for the clothing and food banks, being able to provide the project with about a weeks worth of donations in one night was such an achievement.

Overall, this PR project has enabled Cause PR to achieve a well conducted campaign and live event aimed to reach a new demographic of Students, to encourage them to donate and change their perceptions of the homeless. The main objective of the campaign was to raise awareness for Southampton City Mission and the level of homelessness seen in the streets of Southampton. Due to the excessive levels of homelessness within the city of Southampton, the team had decided to select Southampton City Mission as the client charity to work with for the PR campaign as SCM provide clothing and food banks to those that are homeless and in urgent need across the city. Combing clubbing with charity was another successful element behind the campaign, as Students were able to partake in standAfter analysing the client it was apparent what aspects of their ard clubbing/leisure activity whilst participating within charity work. marketing could be improved, such as implementing a strong- More campaigns should consider targeting the Student demoer social media presence to raise awareness to the charity graphic as they are more than happy to make donations and partake and the services they provide. Improving SCM’s social me- in charity work. Mintel’s Trend Analysis Report is evidence of this. dia presence was a challenge Cause PR wanted to accom- Cause PR’s marketing efforts had encouraged the Client to implish, a challenge worthwhile as the after event survey find- plement a new method of traditional promotion in the form of ings show that the majority of attendees weren’t aware of SCM printing SCM branded balloons. An email from Dave Osbourne, before the event with 75.68% saying that they hadn’t heard the Financial Bank Manager of the charity reads: “So glad of SCM, and 16.22% saying that they had. Cause PR have the event went well! Sorry about the lack of balloons, I think therefore successfully raised awareness for the client SCM. that is a good shout so we’re going to get some printed now!” Therefore Cause PR have accomplished another one of their One of the key successes of the campaign was the social media aims of improving SCM’s brand awareness and promotional take over leading up to the event, through social media plat- methods. The event attracted press attention, which clarified forms such as Twitter, Instagram and Facebook. In particular that Cause PR had accomplished to raise greater awareness for the Facebook Event page was the most effective platform of SCM and the event. Sending the press releases to the Daily Echo, promoting and distributing updates to the target market. Pro- Wave 105 and Solent Radio paid off as each of these media outmoting the campaign with the hashtag was an effective meth- lets aired the event to their audiences. One aspect of the event od in raising further awareness and creating discussions. Each which could have been improved, would have been to of had a team member would post updates and promotional offers such SCM representative there to discuss the cause with students, as as ‘Tag your friends in this post for prizes’ and adding empha- the after event survey findings suggest that there wasn’t enough sis to the fact that drinks are £1.50 all night and that entry to discussion surrounding the client and the cause during the event. the event is free; with donations of clothing or food upon arriv- Being given the opportunity to fundraise for a charity and raise al. Reaching the demographic of students through the use of genuine donations that will aid those suffering, is such an overpromotional methods and direct marketing enabled Cause PR whelming and amazing experience. Cause PR are thankful for to attract the target market to attend the event and make do- being given the opportunity to make a change amongst the nations. Over 150 students attended the event, which exceed- community and for encouraging fellow students to take part.

Southampton City Mission (CIO)

(CIO)

Registered charity No. 1162099

Unit 5 Second Avenue Business Park Millbrook Southampton SO15 0LP 023 8055 0435

office@southamptoncitymission.co.uk www.southamptoncitymission.co.uk

27 April 2018

Dear Portswood United Methodist Church, Thank you so much for your support for SCM Basics Bank by providing food that we can give out. Your donation of food is gratefully received by us and will be appreciated even more by clients in the coming weeks. We continue to provide food and clothing to many people each week at the various Basics Bank venues across the city, as well as offering them a cup of tea, friendly chat and prayer where this is requested. It’s such a privilege to be partnering with so many Churches and Christians across the City in delivering practical help and the love of Jesus to people in need. Yours sincerely

Dave Osborne SCM Basics Bank Manager

35.

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SOUTHAMPTON CITY MISSION. (2017). SCM Sponsored Marathon. [Digital Image]. Facebook. 3 January 2017. [Accessed 15 March 2018]. Available from: https://www.Facebook.com/SouthamptonCityMission/photos SOUTHAMPTON CITY MISSION. (n.d). Southampton City Mission Logo. [Digital Image]. [Accessed 10 March 2018]. Available from: http://secure.thebiggive.org.uk/charity/ view/66133/southampton-city-mission-(cio) SOUTHAMPTON CITY MISSION. (n.d). User Profile. [Online]. Facebook. [Accessed 15 March 2018]. Available from: https://www.Facebook.com/SouthamptonCityMission/ TED BAKER. (2016). Help me find T.E.D’s agents. Type the GPS coordinates into Google maps to locate the safe house. Write the street name below with #MissionImpeccable for a chance to win. 5 September 2016. [Digital Image]. Instagram. [Accessed 10 March 2018]. Available at: https://www.instagram.com/p/BJ9xMk-Byxd/ TED BAKER. (2016). Mission Impeccable. [Viewed 10 March 2018]. Available from: https://www.youtube.com/watch?v=8FrB663mBns TED BAKER. (n.d). Mission Impeccable Film Launch. In: Blog. [Viewed 10 March 2018]. Available from: http://www.tedbaker.com/uk/Blog/Mission-Impeccable-Film-Launch THE DOOR GUY. (n.d). Popworld Nightclub in Southampton. [Digital Image]. [Accessed 15 March 2018]. Available from: http://www.thedoorguy.co.uk/product_info.php/ products_id/584 THE GUARDIAN. (n.d). Homeless England: the statistics for your area. In: Datablog. [Viewed 12 March 2018]. Available from: https://www.theguardian.com/news/datablog/2012/mar/08/homelessness-statistics-data TWITTER. (n.d). Explore tags #LDNR. [Viewed 5 March 2018]. Available from: https://twitter.com/search?q=%23ldnr&src=typd TWITTER. (n.d). Explore #MissionImpeccable hashtag. [Viewed 10 March 2018]. Available from: https://twitter.com/search?q=%23missionimpeccable&src=typd VETEMENTS. (2018). “#VETEMENTSxHARRODS RAISING AWARENESS AGAINST OVERPRODUCTION / link in bio”. 9 February 2018. [Digital Image]. Instagram. [Accessed 15 March 2018]. Available from: https://www.instagram.com/p/Be-Ur_pn36T/?hl=en&tagged=vetementsxharrods YANDELL, C. (2017). Smooth-talking conmen swindle Southampton City Mission out of £30,000. In: Southern Daily Echo News. 27 November 2017. [Viewed 12 March 2018]. Available from: http://www.dailyecho.co.uk/news/15684840.Southampton_charity_swindled_out_of___30_000_just_weeks_before_Christmas/

38. 1.

APPENDICES 2. 3.

39.

APPENDICES 8.

11.

10.

12.