2. Photo for Change 2
Table of Contents
Situation Analysis 3
Organizational Analysis 4
Public Analysis 7
Goals and Objectives 9
Action and Response Strategy 11
Message Strategy 15
Communication Tactic 18
Implementation 20
Evaluation 23
3. Photo for Change 3
Situation Analysis:
Photo for Change is driven on the thought that companies should be giving back what
they can in their community. While there are many large companies in the Nashville
area, how many actually return some of their profits to their own city? On top of that,
how many photographers are doing their part in giving back? The answer is very few, if
not none.
What looks like a regular photography business from the outside, looks different from
the inside when you learn where your payment is actually going. Photo For Change is
all about using their profits to make a difference in the Nashville community. At Photo for
Change, for every photography session you purchase, 25% of your money will be given
to the charity of your choice in your name.
Photo for Change picks three different nonprofits each month that they choose to
highlight in the Nashville community. When a person purchases a sessions that month,
then they are able to choose one of the three charities to make their donation. The
opportunity here lies within the concept of giving back to your community. We want to
give people the chance to not only purchase an excellent photography session, but also
allow them to chose where their money is going.
4. Photo for Change 4
Organization Analysis
Photography has been around for decades and in the recent years, photography has
picked up to be a independent career pursued by many people. While most people
chose to maintain a full time job as a photographer, many people use photography as a
part time job. Photography is constantly changing and so are people’s taste in
photography styles, regardless photography will be around for a lifetime.
Nonprofits in Nashville as constantly growing and Nashville is known for its “give back”
presence. There are hundreds of different non-profits in Nashville, ranging anywhere
from children and youth to climate change. Nashville believes in their nonprofit market in
their efforts to create a better community.
Photo for Change is unique because we combine the two arts of photography and
nonprofits. What is great about us is that when you use our services, 25% of the
proceeds go straight to our nonprofits of the month in your own name. We believe in
personable relationships and giving back to our community.
Strengths:
- Only type of business in Nashville: we are very unique in the photography market in
Nashville
- Creates the “giving back” feeling: when people are using our services, they know that
they are giving back to a charity and therefore gives them a great feeling success
- Personable with clients: we are very personable with our clients, working one on one
with them to best fit their needs
- Donate in their name: when the client finished a session, 25% of that session is then
donated in their own name to the nonprofit of their choice that month.
- Appeal to a large audience
5. Photo for Change 5
Organization Analysis
Weakness:
- Start up: most people would not have heard of our company
- Few clientele: since we are a start-up, we have few clientele or loyal customers
- Clarity: people may be confused by our personal mission when they sign up for a
session
Opportunities:
- Social Media: we can create a very good and visual social media presence that will
help future clientele see our work and share our story
- Non-Profits: we have the chance to work with many different nonprofits in the
Nashville area, highlighting three nonprofit’s each month.
- Partnerships: we also have the ability to create certain partnerships with businesses
around the Nashville area
Threats:
- Other photography businesses: though our business might be giving back, we also
recognize that there our other professional photographers in the community, therefore
we have to make sure that we stand out to future clients
- People don't understand the concept: there could be potential for misconceptions
about who we are as a company and exactly what we are doing.
Internal:
Internally, we want to make sure that our organization is running efficiently and
effectively. Through communication, we are able to transmit information thoroughly. We
want to give our clients the best treatment and experience with our brand, therefore we
strive to maintain a transparent relationship.
6. Photo for Change 6
Organization Analysis
External:
Our external relationships with our nonprofits and clients are crucial when it comes to
creating a successful business.
- Nonprofits: Clear communication is always important when we are working with our
partnering nonprofits. We want to make sure that both sides of the deal know what
they are going to be giving and receiving. By creating this clear communication, we
hope to stray from any future confusion or harm to either the nonprofit or Photo for
Change.
- Clients: We also want to maintain good and loyal relationships with our clients. It is
important in our business that we continually welcome feedback so that we are able
to continue to grow a successful business.
7. Photo for Change 7
Publics Analysis
When determining our public analysis, we have narrowed down two of our key target
markets and those would be families and college students.
We first want to connect with families because many families are always capturing their
lives in many different ways. From sending birth announcements to college graduation
and Christmas cards, families are always in need of a photography business. We are
hoping to capture the families who love their Nashville community and choose to
continually give back.
Benefit:
We want to benefit families through family pictures, Christmas cards, graduation
announcements, birth announcements, etc.
Families:
- Families who attend church
- Primarily in the Nashville, Brentwood and Franklin region
- Enjoy spending family time together
- Enjoy serving their community
- Take advantage of parks and community services
- Have annual Christmas cards
- Annual family income from $80,000-$100,000 annually
- Attend community events
- Avid on social media with posts of their families
- Use Instagram to keep people updated on their family
8. Photo for Change 8
Publics Analysis
Our other audience that we would like to capture would be current college students in
Nashville. Right now in Nashville alone, there are over 15 colleges and universities. We
are targeting in on the college students who are involved not only on their campus but in
the Nashville community. They love their Instagram feed and a strong social media
presence is something that they seek.
Benefit:
We want to benefit students through portfolio shots, graduation announcements,
engagement sessions, etc.
College Students
- Currently living in the Nashville area
- Support local businesses
- Serve their community
- Attend community events
- Involved in their university
- Involved a service club at their university
- Avid Instagram users
- Strong social media presence
9. Photo for Change 9
Goals and Objectives
Family Public:
Goal: “To raise awareness of the cause that is happening with Photo For Change”
- Objective for families to have an affect on awareness specifically to increase attention
about Photo For Change’s cause through speaking at community events in the
Nashville community by July of 2016.
Goal: “To bring acceptance to creating change through work shown with nonprofits”
- Objective for families to have an affect on acceptance specifically to create interest in
the efforts established to giving back to nonprofits by educating families by July of
2016.
Goal: “To stir action in the church family community about the benefits of using Photo
for Change”
- Objective for families to have an affect on action specifically to increase behavior
shown towards the giving back concept by showing the affect that the business is
having on the Thistle Farm community by July of 2016.
College Student Public
Goal: “To create awareness on college campus’s about Photo for Change”
10. Photo for Change 10
- Objective for college students to have an affect on awareness specifically to increase
attention about Photo for Changes mission through speaking at different campus
Events by September of 2016.
Goals and Objectives
Goal: “To bring acceptance to college campus’s showing the benefits of non-profit
photography”
- Objective for college students to have an affect on acceptance specifically to increase
interest in the benefits of using non-profit photography by the end of September 2016.
Goal: “To create action on college campus’s through offering discounted portfolio shots”
- Objective for college students to have an affect on action specifically to create a
behavior towards discounted portfolio head shots by the end of September 2016.
11. Photo for Change 11
Action & Response Strategies
Organizational Performance:
We want to make sure that our performance is consistently top notch for our clients.
Through our Code of Ethics we will take every step to ensure success in our
organization.
Audience Engagement:
It is important that we capture audience engagement with our consumers. By them
engaging with us, we not only see loyalty but they are also creating awareness for our
brand.
- Creating the hashtag #photoforchange for our customers to use
- Create content on different social media sites that would easily want to be shared by
consumers
- Hold events held at churches, campuses and community events
- Create a way for our audience to respond to our cause
- Engage our audience through different events with our nonprofits
- Create a survey that our client will take right after they have finished a session with
us.
12. Photo for Change 12
Action & Response Strategies
Special Events:
Host an education event for
Photo for Change has many different opportunities for hosting different special events.
- Photo for Change Launch Party
- Official launch party for Photo for Change
- Held at The Entrepreneur Center
- Invite people from the community
- Food
- Music
- Each nonprofit will have a booth set up
Holiday Event:
#maketheholidaydifference
Pictures with Santa:
- Hosted at The Entrepreneur Center
- Pictures with Santa
- Warm cookies and milk
- Build up clients and create better brand awareness
Alliances & Collations:
Our biggest alliances and collations will already be embedded into our business by
working specifically with nonprofits in the Nashville community. We are wanting to
create loyal ties with nonprofits.
13. Photo for Change 13
Action & Response Strategies
There are also other organizations that we want to work with when trying to target our
audience
- College Campus Missions Organizations: working with them loosely so they can help
raise awareness for our brand.
- College Campus Service Clubs
- Church Mission Organizations: touching base here to build ties that will help spread
awareness of Photo for Change.
The Entrepreneur Center:
We have strong ties to The EC, especially since becoming a member with their
organization. A nonprofit themselves, The EC strives to help start up companies achieve
their goals and dreams. This alliance will be very helpful when first starting to get
connected with other nonprofits in the community. The EC has many resources that we
could use to help better our organization.
Strategic Philanthropy:
Our philanthropy is our mission to bring change to the community of Nashville. That is
what our business is specifically built on.
What is great about our business is that we already have a philanthropy aspect built in.
We strive to create that giving back feel from each person that comes into contact with
our business.
14. Photo for Change 14
Action & Response Strategies
Publicity:
by reaching out for publicity, we are also able to find that in nonprofits and their
affiliates.
- Connections to The tennessean
- Release press release on website
- Create publicity engagement through their social media accounts
- Be featured on The Entrepreneur Center blog
- Be featured on The Entrepreneur Center podcast
Newsworthy Information:
the start up of this organization will be newsworthy enough as a new company in
Nashville working specifically with nonprofits to bring change to the community.
- USP: there are none of photography businesses like this one.
- The turn around right back into the Nashville community
- Working with all different types of Nonprofits
Transparent Communication:
We want to make sure that we are always establishing transparent communication with
our consumers.
- let them know exactly where there money is going
- send them a follow up on how their money made a difference
- receive hand written note from the specific nonprofit that they donated to
- be upfront about pricing on different photography packages
15. Photo for Change 15
Message Strategy
Mission Statement:
“Photo for Change strives to create a better community through the art of photography”
Nonverbal:
We want to create a very strong presence through our actions here at Photo for
Change. We always want to follow our code of ethics and continually be transparent
with our clients. One of the best ways to display that would be through following up with
our actions and making sure that we are executing what we are promising.
Logo:
-Minimalistic
-Clean
-Shows love and care for the world through the lens
16. Photo for Change 16
Message Strategy
Pricing:
ETHOS:
Our ethos will be steamed from myself (CEO) but also our by partnering brand with key
nonprofits. Specifically nonprofits that have built a credible and powerful presence within
their community, and are a brand and resource that people can trust.
LOGOS:
Our logos would be our positioning on that our great idea flows and makes logical
sense. We are taking an idea and putting our own original spin on the concept. By
creating this photography business, we are seeking appeal in our mission that “gives
back” to a community in Nashville.
We seek value within our Nashville community and strive to give back to that
community. We can use testimonies from women within Thistle Farms to show what our
business and contribution is doing for them.
Packages Cost Donated: 25% Profit: 75%
Family Session $200 $50 $150
Family Mini Session $75 $18.75 $56.25
Engagement Session $150 $37.50 $112.50
Single Portrait $35 $8.75 26.25
17. Photo for Change 17
Message Strategy
PATHOS:
Our pathos is the feeling that people get when they know exactly where their money is
going towards. The sentiment shown through the connection of photography and
through the work of mission.
Family Public (Logos):
the best choice to use would be the logos scenario. When targeting families, it easy to
lay out it out black and white.
- Family can buy one photography package for $200 and give money to company.
- Family can buy same photography package for $200 and 25% of the proceeds go to
Thistle Farms.
Logically, it would make sense for families to pick the option where their money is going
to help a women’s community.
College Public (Pathos):
Right now, millennial's have reached a new concept of “giving back” and really thinking
about where their money is going once they purchase a product or service (fair trade,
fair wages, is the company giving back, etc.)
18. Photo for Change 18
Communication Tactic
Social Media: #photoforchange
By creating various social media outlets, we are able to continue to reach our target
audiences.
We are also able to measure customer engagement through out social media platforms.
This way we are able to see if what we are distributing is being perceived in a positive
or negative way. We want to be able to interact with our clients and we want to make
sure that they are welcomed into our Photo for Change family.
Holiday Campaign:
#Maketheholidaydifference
Once we introduce and officially launch Photo for Change, we are entering into the
holiday season. Many people are getting together for family gatherings and several
engagements and weddings are happening around the same time also. We also really
want to push the idea of “giving back” during the holiday season and show that they can
make a simple difference in their community.
We want to use this time on social media to not only promote ourselves, but also show
what our nonprofits are doing this holiday season.
- Promote special holiday discounts
- 25% your first family session
- 25% of all engagement sessions
20. Photo for Change 20
Implementation
The implementation of this plan will be rooted in achieving our goals that we set out. We
first want to start with doing various research on our target market in the area and begin
connecting with them. The company will launch in October of 2016, just in time for the
holiday season.
Pre-Launch:
June 2016
- Become a member at The Entrepreneur Center
- Introduce the plan to nonprofits in the Nashville area
- Host an event at the Entrepreneur Center and invite nonprofits to come and learn
about Photo for Change
- Follow up with nonprofits
- Create a client list of nonprofits and organize them accordingly
July 2016
- Start creating and building website
- Start creating and building social media platforms
- Start creating advertising for the launch party in August
- Have an educational luncheon for other nonprofits in Nashville
- Schedule visits with universities in Nashville to speak
August 2016
- Continue creating social media content for launch party in August
- Create a media packet to send to partnering nonprofits for them to use until the
launch party
- Set up a podcast interview at The Entrepreneur Center
- Invite people to like, follow and tweet about Photo for Change and the upcoming
event
21. Photo for Change 21
Implementation
September 2016
- Visit universities
- Classes: Business, Social Enterprise, Social Work, Entrepreneur, Communications,
Humanities, etc.
- Promote launch party through social media and advertisements
Lauch
October
- Launch Party held at the Entrepreneur Center
- Food
- Photo Booth
- Each Nonprofit will have their own table set up
- Follow up with attendees
- Continue to evaluate social media
November
- Continue to measure customer feedback
- Continue to measure nonprofit feedback
- Continue to measure social media platforms and engagement
- Launch holiday campaign #maketheholidaydifference
December
- Pictures with Santa event
- Continue to measure customer feedback
- Continue to measure nonprofit feedback
- Continue to measure social media platforms and engagement
Always Implementing:
- Customer Feedback
- Nonprofit Feedback
22. Photo for Change 22
Implementation
When Photo for Change first begins our start up in June of 2016, we will need an
estimated budget of around $13,000 for the rest of the 2016 year.
Budget $13,000
Website Squarespace $108
EC Member - Co-Working Space
- Room Rentals
- Meeting room access
- EC Blog Spotlight
$300
Two Educational Luncheons Zoë's Kitchen $1,149.99
Merchandise:
Stickers, T-shirts,
- Stickers
- T-Shirts
- Cozies
$2,200
Advertisements - Handouts
- Flyers
- Pamphlets
- Business cards
- Web advertisements
$5,000
Adobe Photoshop Software - Edit pictures $300
Launch Party - Merchandise
- Food
- Photo Booth
- Advertisements
$3,000
Pictures with Santa - Cookies
- Milk
- Backdrop
- Advertisement
$500
23. Photo for Change 23
Evaluation
Evaluation is important to us so that we are able to maintain satisfaction internally and
externally. We will evaluate internally through a series of surveys sent to our partnering
nonprofits and our clients. By evaluating internally, we are able to see if there are any
changes that should be made to benefit the organization.
We will also evaluate externally with our nonprofits and our clients. We want to make
sure that we are maintaining beneficial relationships with them. For our nonprofits, we
want to make sure that we are creating solid relationships and we want them to be able
to benefit from our work. Through simple evaluation, we are able to see if they are in
favor of Photo for Change. We also love our clients because this would not be possible
without them. Evaluating them is important because we want to make sure that Photo
for Change is a service that they want to continue to use in the future.
• From the start we want to continue to evaluate each of our social media platforms.
We need to measure who is sharing our content and what content is the most
engaging.
• During our Pre-Launch, we need to evaluate each nonprofit that attends the event
with a follow up survey based on what they learned from our event. Also to receive
personal feedback on our organization.
• We need to continue to measure which nonprofits choose to be a part of Photo for
Change.
• During the Launch Party, evaluate each person that attends by using a sign in sheet
that requires the person to write their email down
24. Photo for Change 24
Evaluation
• Follow up the launch party with a quick survey about their time spent there (even offer
an incentive if they take the survey)
• After the launch continually evaluate each of our clients after they are done using our
services. Follow up by sending each client a survey specifically about their time spent
with Photo for Change and their customer experience.
• Send this email to each client within 24 hours of finishing a session.
• After each month, email each nonprofit that was featured and ask them to fill out a
questionnaire based on their experience with Photo for Change.
• Did this benefit your nonprofit?
• Would you want to be highlighted on Photo for Change again?
• Will you tell other nonprofits about your experience with us?
• Would you recommend our photography services?
